📚 Worksheet – Chapter 3: Size of Business | 第3章练习：企业规模
This worksheet covers Cambridge International AS & A Level Business (9609) Chapter 3: Size of Business. It reviews measuring business size, reasons for growth, internal and external growth, economies and diseconomies of scale, and the survival of small firms. Work through the tasks in order, write your answers down, and only then check the suggested answer guidance at the end.
本练习对应剑桥国际 AS 与 A Level 商务（9609）第 3 章：企业规模。内容涵盖企业规模的衡量、增长原因、内部增长与外部增长、规模经济与规模不经济，以及小企业的生存。请按顺序完成各项任务，先把答案写下来，最后再对照文末的答题要点与评分建议。
1. Key Terms Recap | 关键术语回顾
Before answering any exam question, make sure you can define the core vocabulary of the chapter precisely. Match each term below with its correct definition and say it out loud in English, then in Chinese.
在回答任何考题之前，先确保你能准确写出本章的核心术语。请把下面的术语与正确释义配对，并用英文说一遍，再用中文说一遍。
- Economies of scale - falls in average cost per unit as output increases | 规模经济——随着产量增加，单位平均成本下降
- Diseconomies of scale - rises in average cost per unit when a firm becomes too large | 规模不经济——企业规模过大导致单位平均成本上升
- Organic growth - expansion from a firm's own resources, such as higher sales or reinvested profit | 内部增长（有机增长）——企业依靠自身资源扩张，例如销量提升或利润再投资
- Merger - two firms agree to join together as one organisation | 合并——两家企业协商一致，合并为一个组织
- Takeover (acquisition) - one firm buys enough shares in another to control it | 收购——一家企业买入另一家企业足够多的股份，从而获得控制权
- Internal growth - growth achieved without joining with another business | 内部增长——不与其他企业联合而实现的增长
- External growth - growth achieved by merging with or taking over another business | 外部增长——通过合并或收购其他企业实现的增长
- Market share - the proportion of total market sales held by one firm | 市场份额——一家企业的销售额占整个市场总销售额的比例
A good check is to see whether you can use each term in a sentence about a real company, for example a supermarket chain, an airline or a local bakery.
一个很好的自我检验方式是：能否把每个术语放进一个关于真实企业的句子里，比如连锁超市、航空公司或本地烘焙店。
2. Measuring Business Size | 衡量企业规模的方法
There is no single correct way to measure the size of a business. Examiners expect you to know at least four measures and to explain the strengths and weaknesses of each one.
衡量企业规模并没有唯一正确的方法。考官要求你至少掌握四种衡量指标，并能说明每种指标的优点与不足。
- Number of employees - easy to find and compare, but misleading when capital-intensive firms use machines instead of labour | 员工人数——数据容易获取和比较，但对使用机器替代人力的资本密集型企业会产生误导
- Revenue (turnover) - shows the value of sales in a year, but is affected by price levels and inflation | 营业额——反映一年内的销售价值，但受价格水平和通货膨胀影响
- Capital employed - the value of assets used, but old assets may be undervalued in the accounts | 使用资本——企业所用资产的价值，但陈旧资产在账面上可能被低估
- Market share - shows relative power in a market, but needs accurate data on the whole market | 市场份额——反映企业在市场中的相对力量，但需要准确的整个市场数据
- Volume of output - useful for comparing firms producing the same standardised product | 产出量——适合比较生产同种标准化产品的企业
- Profit - indicates financial strength, but a large firm may earn low profit in a bad year | 利润——体现财务实力，但大企业在业绩差的年份利润也可能很低
A common exam trap is to assume that all measures move together. In reality a firm can be large by revenue but small by employee numbers, which is typical of online retailers and software companies.
考试中常见的陷阱是假设所有指标同向变动。实际上，一家企业可能营业额很高但员工很少，这在网络零售商和软件公司中十分典型。
3. Why Different Measures Give Different Answers | 为什么不同指标结论不同
Different industries have different cost structures, so any single measure can distort the picture. A luxury watchmaker may have few employees and low output, yet very high revenue per unit.
不同产业的成本结构不同，因此任何单一指标都可能扭曲事实。一家奢侈手表制造商可能员工很少、产量很低，但单位产品的营业额极高。
Comparisons across countries are also affected by exchange rates. Converting sales into one currency can change the ranking of two firms from one year to the next, even if their real output has not changed.
跨国比较还会受到汇率影响。把销售额换算成同一种货币，可能使两家企业的排名年年变化，即使它们的实际产出并没有改变。
This is why exam answers score well when they state the measure, give a reason why it is useful, and then give a limitation with a specific example.
因此，高分答案通常遵循这样的结构：先指出所用指标，再说明它为何有用，最后给出带有具体例子的局限性。
4. Reasons Why Firms Want to Grow | 企业追求增长的原因
Growth is not an end in itself. Firms grow because larger size can deliver specific business objectives.
增长本身不是目的。企业之所以扩张，是因为更大的规模能够帮助实现特定的经营目标。
- Higher profits - higher sales can raise total profit even if the profit margin per unit falls | 更高利润——即使单位利润率下降，销量提升仍可能提高利润总额
- Lower unit costs - larger output spreads fixed costs over more units | 更低单位成本——产量扩大后，固定成本被摊薄到更多产品上
- Greater market power - a larger firm can influence price and negotiate better terms with suppliers | 更强的市场支配力——规模更大的企业可以影响价格，并与供应商谈成更好的条件
- Risk diversification - selling several products in several markets reduces dependence on one source of income | 分散风险——在多个市场销售多种产品，可降低对单一收入来源的依赖
- Managerial motives - directors may seek higher salaries, status and job security | 管理者动机——董事可能追求更高薪酬、地位与职位保障
- Survival - in fast-growing markets, a firm that does not grow may lose share and eventually fail | 生存——在快速增长的市场中，不增长的企业可能失去份额并最终被淘汰
Note that growth also brings costs: it may require extra finance, new systems and more complex management, all of which are examined in the sections on diseconomies of scale.
要注意，增长也会带来代价：可能需要额外融资、新系统和更复杂的管理，这些内容都会在“规模不经济”一节中考查。
5. Organic Growth | 内部（有机）增长
Organic growth means expanding using the firm's own resources: opening new outlets, increasing capacity, launching new products, or entering new markets with existing products.
内部增长（有机增长）指企业使用自身资源进行扩张：开设新门店、扩大产能、推出新产品，或把现有产品带入新市场。
- Advantages - the firm keeps control, builds on existing strengths, and change can be managed at a comfortable pace | 优点——企业保持控制权，能够依托既有优势，并且可以按较为舒适的节奏推进变革
- Disadvantages - growth is usually slower, it may be limited by the firm's own finance, and competitors can grow faster | 缺点——增长通常较慢，可能受限于企业自身资金，竞争者可能增长得更快
A typical application question asks why a small family restaurant might prefer organic growth. Strong answers link it to retaining ownership, avoiding large debt, and preserving the quality and reputation that made the business successful.
典型应用题的问法是：某家小型家庭餐厅为何可能偏好内部增长？高分答案会把它与保持所有权、避免大额负债、维持使企业成功的产品质量与声誉联系起来。
6. External Growth: Mergers and Takeovers | 外部增长：合并与收购
External growth happens when a firm joins with another business, either by merger (agreed) or by takeover (one firm buys control of another). Both are forms of integration.
外部增长发生在企业与其他企业联合之时，方式包括合并（双方协商一致）或收购（一方买入另一方的控制权）。二者都属于一体化。
- Speed - a merger or takeover delivers extra capacity, customers and brands immediately | 速度——合并或收购能立刻带来额外的产能、客户与品牌
- Cost savings - duplicate head offices, warehouses and marketing budgets can be cut | 成本节约——重复的总部、仓库与营销预算可以被削减
- Risk - cultural clashes, incompatible systems and overpayment can destroy value | 风险——文化冲突、系统不兼容与出价过高都可能摧毁价值
- Stakeholders - shareholders may gain, while workers often face redundancy and suppliers face pressure | 利益相关者——股东可能获益，而员工常面临裁员，供应商则承受压力
In evaluation questions, do not simply say that takeovers are good. Weigh the gain in market power against the cost of integrating two different organisations, and refer to evidence in the case.
在评价题中，不要简单地说收购是好事。要把市场支配力的提升，与整合两个不同组织的成本进行权衡，并结合案例中的证据进行论述。
7. Types of Integration | 一体化的类型
You must be able to classify integration accurately, because exam questions often ask you to identify the type and explain one benefit and one drawback of it.
你必须能准确地对一体化进行分类，因为考题常要求你判定类型，并说明其一项好处和一项弊端。
| Type | 类型 | What happens | 具体情形 | Example | 例子 |
| Horizontal | 横向一体化 | Two firms in the same industry at the same stage join together | 同行业、同生产阶段的两家企业联合 | Two supermarket chains merge | 两家连锁超市合并 |
| Backward vertical | 后向纵向一体化 | A firm takes over a supplier | 企业收购其供应商 | A bakery buys a flour mill | 面包房买下面粉厂 |
| Forward vertical | 前向纵向一体化 | A firm takes over a customer or distributor | 企业收购其客户或分销商 | A clothing maker opens its own retail stores | 制衣厂自营零售门店 |
| Conglomerate | 混合一体化 | Firms in unrelated industries join together | 不同行业的企业联合 | A drinks company buys a film studio | 饮料公司买下电影制片厂 |
Horizontal integration increases market share and pricing power but may attract the attention of competition regulators. Vertical integration secures supply or outlets but reduces flexibility if demand changes.
横向一体化能提升市场份额与定价能力，但可能招致竞争监管机构的关注。纵向一体化可保障供应或销路，但一旦需求变化，灵活性就会下降。
8. Economies of Scale | 规模经济
Economies of scale exist when average cost per unit falls as the scale of output rises. This happens because fixed costs are spread over more units and because large firms can buy, borrow and market more cheaply.
当产量规模扩大而单位平均成本下降时，就存在规模经济。原因在于固定成本被分摊到更多产品上，同时大企业能以更低成本采购、融资和营销。
Average cost = Total cost ÷ Output
单位平均成本 = 总成本 ÷ 产量
- Technical - larger machinery and mass production raise output per worker | 技术性——更大的机器设备与批量生产提高人均产出
- Purchasing - bulk buying of materials gives discounts and better delivery terms | 采购性——批量采购原材料可获得折扣和更优的供货条件
- Marketing - one national advertising campaign costs less per unit than many local ones | 营销性——一次全国性广告宣传的单位成本低于多次地方宣传
- Financial - large firms borrow at lower interest rates and issue shares more easily | 财务性——大企业能以更低利率借款，并更容易发行股票
- Managerial - specialists can be employed, so each manager is used efficiently | 管理性——可以雇用专业人才，使每位管理者得到高效使用
- Risk-bearing - a wider product range and more markets reduce the impact of one failure | 风险承担性——更宽的产品线与更多市场可降低单一失败的冲击
Remember that internal economies come from the firm's own growth, while external economies come from the growth of the whole industry, such as a skilled local labour pool or improved transport links.
记住：内部规模经济来自企业自身的成长，而外部规模经济来自整个产业的成长，例如当地熟练劳动力聚集或交通条件改善。
9. Diseconomies of Scale | 规模不经济
Beyond a certain size, average costs start to rise again. These rises are diseconomies of scale, and they are almost always caused by problems of managing people and information.
超过一定规模后，平均成本会重新上升，这种上升就是规模不经济，其成因几乎总是与人员与信息管理问题有关。
- Poor communication - messages pass through many layers and become distorted or delayed | 沟通不畅——信息经过多层传递后失真或延误
- Weak control - managers cannot monitor quality and costs in every division | 控制力减弱——管理者无法监督每个部门的质量与成本
- Low motivation - workers feel like a small part of a large machine and effort falls | 士气低落——员工感觉自己只是庞大机器中的小零件，努力程度下降
- Coordination costs - more meetings, systems and paperwork increase administration costs | 协调成本——更多的会议、系统与文书工作推高管理成本
- Slower decisions - long approval chains delay responses to competitors | 决策迟缓——冗长的审批链条延误对竞争者的反应
The examinable point is that a firm's minimum efficient scale is the output at which average cost stops falling. Beyond that point, further growth reduces competitiveness rather than improving it.
可考的关键点是：企业的最小有效规模，就是平均成本停止下降时的产量。超过这一点，继续扩张非但不能提升竞争力，反而会削弱竞争力。
10. Survival of Small Firms | 小企业的生存
Despite the cost advantages of large firms, small businesses survive and even thrive in many markets. This is a frequently examined paradox, so learn several reasons in detail.
尽管大企业具有成本优势，小企业仍在许多市场中存活，甚至蓬勃发展。这是一个高频考点式的悖论，因此要详细掌握若干原因。
- Niche markets - small firms serve specialised needs that are too small for large rivals | 利基市场——小企业满足过于狭小、大企业不愿进入的专门需求
- Personal service - customers value flexibility, familiarity and individual attention | 个性化服务——顾客看重灵活性、熟悉感与个别关注
- Low overheads - no large head office or national advertising bill | 低管理费用——没有庞大的总部开支或全国性广告费用
- Flexibility - small firms can change products or prices quickly | 灵活性——小企业能迅速调整产品或价格
- Owner objectives - some owners prefer independence and a satisfactory income to rapid expansion | 所有者目标——部分所有者宁愿保持独立与满意收入，也不愿快速扩张
- Government support - grants, tax relief and advisory services reduce start-up and running costs | 政府支持——补助、税收减免与咨询服务降低创业与运营成本
- E-commerce - online platforms give small firms a national or global customer base at low cost | 电子商务——线上平台让小企业以低成本接触全国乃至全球客户
Small firms also fail for predictable reasons: cash flow problems, poor market research, strong competition and a lack of management experience. Linking survival factors to failure factors is an effective way to gain evaluation marks.
小企业失败的原因同样有规律可循：现金流问题、市场调研不足、竞争激烈以及管理经验缺乏。把生存因素与失败因素联系起来分析，是获得评价分的有效方式。
11. Exam Practice Tasks | 考试练习任务
Complete the following tasks without notes, then mark your own work against the guidance in Section 12.
请在不看笔记的情况下完成以下任务，然后对照第 12 节的要点自我批改。
- Task A (2 marks) - Define the term 'economies of scale'. | 任务 A（2 分）——解释“规模经济”这一术语。
- Task B (4 marks) - Explain two reasons why the number of employees may be a misleading measure of business size. | 任务 B（4 分）——说明员工人数为何可能是具有误导性的企业规模衡量指标，给出两个原因。
- Task C (6 marks) - Analyse two advantages of organic growth for a small manufacturer. | 任务 C（6 分）——分析内部增长对一家小型制造商的两项优势。
- Task D (8 marks) - A retailer is considering taking over a rival chain. Discuss the likely benefits and drawbacks of this horizontal integration. | 任务 D（8 分）——某零售商正考虑收购一家竞争连锁店。讨论这一横向一体化可能带来的好处与弊端。
- Task E (10 marks) - Evaluate whether a firm should keep growing, using the concepts of economies and diseconomies of scale. | 任务 E（10 分）——运用规模经济与规模不经济的概念，评价一家企业是否应持续扩张。
- Task F (calculation) - If total cost = $,000 and output = 12,000 units, calculate average cost, then recalculate if fixed costs of $40,000 are spread over 16,000 units. | 任务 F（计算）——若总成本为 480,000 美元、产量为 12,000 单位，计算单位平均成本；再把 40,000 美元固定成本摊到 16,000 单位上重新计算。
Time yourself: roughly one minute per mark for short answers and about twenty minutes for the final evaluation task.
请给自己计时：简答题大约每分用一分钟，最后的评价题约用二十分钟。
12. Answer Guidance and Revision Checklist | 答题要点与复习清单
For Task A, award yourself full marks only if you wrote that average cost per unit falls as output rises, and gave a source of the saving such as purchasing or technical economies.
任务 A：只有当你写出“产量增加时单位平均成本下降”，并给出采购性或技术性等成本节约来源，才给自己满分。
For Tasks B and C, each explained point needs a definition, a development and a link back to the question. A bare list of ideas earns limited marks because there is no analysis.
任务 B 和 C：每个解释要点都需要定义、展开，并回扣题目。只罗列观点得分有限，因为没有分析。
For Task F, average cost = 480,000 ÷ 12,000 = $40 per unit. In the second case, the $40,000 of fixed cost per unit falls from $40,000 ÷ 12,000 = $3.33 to $40,000 ÷ 16,000 = $2.50, a fall of $0.83 per unit, which illustrates a technical or purchasing economy of scale.
任务 F：单位平均成本 = 480,000 ÷ 12,000 = 40 美元/单位。在第二种情形中，单位固定成本从 40,000 ÷ 12,000 = 3.33 美元下降到 40,000 ÷ 16,000 = 2.50 美元，每单位下降 0.83 美元，这体现了规模经济的效应。
Finally, use this checklist before the exam: can you define all key terms; can you name four measures of size and their limitations; can you explain both internal and external growth; can you classify the four types of integration; can you list economies and diseconomies with examples; and can you explain at least five reasons why small firms survive?
最后，考前请用这份清单自查：能否定义全部关键术语；能否说出四种规模衡量指标及其局限；能否解释内部增长与外部增长；能否对四类一体化进行分类；能否举例列出规模经济与规模不经济；能否至少说明小企业生存的五个原因？
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