📚 Chapter 6 Worksheet: External Influences on Business Activity | 第6章练习：企业活动的外部影响
This worksheet revisits Chapter 6 of the Cambridge International AS & A Level Business syllabus, focusing on external influences on business activity. It is designed for revision, application and exam-style practice.
本练习复习剑桥国际AS与A Level商务大纲第6章，重点是企业活动的外部影响。它旨在用于复习、应用和考试风格练习。
1. What Are External Influences? | 什么是外部影响？
External influences are factors outside the control of a business that can affect its performance, strategy and survival. They include political, economic, social, technological, legal, environmental and competitive forces.
外部影响是指企业无法控制、但能影响其业绩、战略和生存的外部因素。它们包括政治、经济、社会、技术、法律、环境和竞争力量。
Managers cannot change these forces, but they must monitor them closely. A successful business adapts to external change; a failing one often ignores early warning signals.
管理者无法改变这些力量，但必须密切关注。成功的企业会适应外部变化；失败的企业往往忽视早期预警信号。
It is useful to compare external influences with internal factors such as leadership, finance and operations, which managers can control more directly.
将外部影响与领导力、财务和运营等内部因素进行比较是很有用的，内部因素管理者可以直接控制。
Exam tip: always use the phrase ‘outside the business’s control’ when defining external influences.
考试提示：在定义外部影响时，始终使用“超出企业控制范围”这一表述。
2. Political and Legal Influences | 政治与法律影响
Political stability affects business confidence. A stable government with predictable policies encourages investment, while political unrest increases risk.
政治稳定影响企业信心。政策可预测的稳定政府鼓励投资，而政治动荡会增加风险。
Legal influences include employment law, health and safety rules, consumer protection and competition law. Examples are minimum wage legislation, advertising standards and product safety requirements.
法律影响包括劳动法、健康与安全法规、消费者保护和竞争法。例如最低工资立法、广告标准和产品安全要求。
Changes in tax policy, such as corporation tax or VAT, directly alter costs and prices. A business must comply or face fines and reputational damage.
税收政策的变化，如公司税或增值税，直接影响成本和价格。企业必须遵守，否则将面临罚款和声誉损害。
3. Economic Influences | 经济影响
Interest rates affect borrowing costs and consumer spending. Higher rates increase loan repayments and reduce demand, while lower rates tend to boost spending.
利率影响借贷成本和消费者支出。利率上升会增加贷款还款并减少需求，而利率下降往往会刺激支出。
Inflation reduces the purchasing power of customers and can push up input costs. Deflation may encourage consumers to delay purchases, hurting sales.
通货膨胀会降低顾客的购买力，并可能推高投入成本。通货紧缩可能鼓励消费者推迟购买，从而损害销售。
Exchange rate movements matter for importers and exporters. A depreciation makes exports cheaper abroad but raises the cost of imported materials.
汇率变动对进出口商很重要。本币贬值使出口在海外更便宜，但会提高进口材料的成本。
Unemployment and GDP growth indicate the state of the economy. Recession lowers demand, while boom conditions can create capacity pressures.
失业率和GDP增长反映经济状况。经济衰退会降低需求，而繁荣时期可能造成产能压力。
4. Social and Demographic Influences | 社会与人口影响
Demographic changes such as an ageing population alter product demand. Firms may shift toward healthcare, leisure and retirement services.
人口老龄化等人口变化改变产品需求。企业可能转向医疗保健、休闲和退休服务。
Migration affects both labour supply and consumer markets. A diverse workforce can bring skills, and new communities create demand for different goods and services.
移民既影响劳动力供应，也影响消费者市场。多元化的劳动力可以带来技能，新社区会对不同商品和服务产生需求。
Social trends, such as health consciousness, ethical consumption or digital lifestyles, force businesses to adjust their product mix and messaging.
健康意识、道德消费或数字化生活方式等社会趋势迫使企业调整产品组合和传播信息。
5. Technological Influences | 技术影响
Technology changes production methods, communication and distribution. Automation can lower unit costs but may require large capital investment.
技术改变生产方式、沟通和分销。自动化可以降低单位成本，但可能需要大量资本投资。
E-commerce has lowered entry barriers for small firms and increased price transparency. Firms must manage online reviews and digital marketing.
电子商务降低了小企业的进入壁垒，并提高了价格透明度。企业必须管理在线评论和数字营销。
Data analytics allows better customer targeting and inventory control. However, data protection laws require careful handling of personal information.
数据分析可以更好地定位客户和控制库存。但是，数据保护法要求谨慎处理个人信息。
6. Environmental and Ethical Influences | 环境与伦理影响
Environmental pressures include carbon taxes, waste disposal rules and packaging regulations. Firms that reduce energy and material waste can gain cost advantages.
环境压力包括碳税、废物处理法规和包装规定。减少能源和材料浪费的企业可以获得成本优势。
Ethical influences relate to fair treatment of workers, suppliers and communities. Consumers and pressure groups may boycott businesses with poor ethical records.
伦理影响涉及公平对待员工、供应商和社区。消费者和压力团体可能抵制伦理记录差的企业。
Corporate social responsibility (CSR) is the idea that firms should act in the interests of society, not just shareholders. CSR can improve brand image but may raise short-term costs.
企业社会责任（CSR）是指企业应为了社会利益而不仅仅是为了股东而行动。CSR可以提升品牌形象，但可能提高短期成本。
7. Competitive and Market Influences | 竞争与市场影响
The number and strength of competitors affect pricing and marketing. In highly competitive markets, firms may have little power to raise prices.
竞争对手的数量和实力影响定价和营销。在高度竞争的市场中，企业涨价的能力可能很小。
Substitute products and new entrants can erode market share. Barriers to entry, such as economies of scale or patents, protect existing firms.
替代产品和新进入者会侵蚀市场份额。规模经济或专利等进入壁垒可以保护现有企业。
Customer and supplier bargaining power also shape strategy. If a few large buyers dominate, they can force lower prices.
顾客和供应商的议价能力也影响战略。如果少数大买家占主导地位，他们可以压低价格。
8. PESTLE Analysis in Exam Answers | 考试答案中的PESTLE分析
PESTLE stands for Political, Economic, Social, Technological, Legal and Environmental. It is a framework for identifying and organising external influences.
PESTLE代表政治、经济、社会、技术、法律和环境。它是识别和组织外部影响的框架。
In exam questions, do not just describe each letter. Apply each relevant factor to the case study business and explain the likely impact on costs, revenues or objectives.
在考试题中，不要只是描述每个字母。应将每个相关因素应用到案例企业，并解释对成本、收入或目标可能产生的影响。
If a question asks you to ‘assess’ or ‘evaluate’, weigh the importance of different influences and support your judgement.
如果问题要求“评估”或“评价”，要权衡不同影响的重要性，并支持你的判断。
A strong answer often prioritises two or three external factors and links them to the firm’s strategic choices.
高分答案通常会优先考虑两三个外部因素，并将其与企业战略选择联系起来。
9. Scenario Application Example | 案例应用示例
Consider a mid-sized coffee chain operating in the UK. Political influence: a new sugar tax raises the cost of sweet drinks, reducing demand for sugary options.
以一家在英国经营的中型咖啡连锁店为例。政治影响：新的糖税提高含糖饮料的成本，减少对含糖选项的需求。
Social influence: health-conscious consumers are switching to oat milk and low-sugar syrups. The firm can differentiate by offering healthier menu items.
社会影响：注重健康的消费者转向燕麦奶和低糖糖浆。该企业可以通过提供更健康的菜单来差异化。
Technological influence: mobile ordering and loyalty apps
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