Business English
& # 1052 ; & # 1080 ; & # 1085 ; & # 1080 ; & # 1089 ; & # 1090 ; & # 1077 ; & # 1088 ; & # 1089 ; & # 1090 ; & # 1074 ; & # 1086 ; & # 1086 ; & # 1073 ; & # 1088 ; & # 1072 ; & # 1079 ; & # 1086 ; & # 1074 ; & # 1072 ; & # 1085 ; & # 1080 ; & # 1103 ; & # 1056 ; & # 1086 ; & # 1089 ; & # 1089 ; & # 1080 ; & # 1081 ; & # 1089 ; & # 1082 ; & # 1086 ; & # 1081 ; & # 1060 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1088 ; & # 1072 ; & # 1094 ; & # 1080 ; & # 1080 ;
& # 1058 ; & # 1080 ; & # 1093 ; & # 1086 ; & # 1086 ; & # 1082 ; & # 1077 ; & # 1072 ; & # 1085 ; & # 1089 ; & # 1082 ; & # 1080 ; & # 1081 ; & # 1075 ; & # 1086 ; & # 1089 ; & # 1091 ; & # 1076 ; & # 1072 ; & # 1088 ; & # 1089 ; & # 1090 ; & # 1074 ; & # 1077 ; & # 1085 ; & # 1085 ; & # 1099 ; & # 1081 ; & # 1101 ; & # 1082 ; & # 1086 ; & # 1085 ; & # 1086 ; & # 1084 ; & # 1080 ; & # 1095 ; & # 1077 ; & # 1089 ; & # 1082 ; & # 1080 ; & # 1081 ; & # 1091 ; & # 1085 ; & # 1080 ; & # 1074 ; & # 1077 ; & # 1088 ; & # 1089 ; & # 1080 ; & # 1090 ; & # 1077 ; & # 1090 ;
& # 1059 ; & # 1095 ; & # 1077 ; & # 1073 ; & # 1085 ; & # 1086 ; & # 1077 ; & # 1087 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1073 ; & # 1080 ; & # 1077 ; & # 1076 ; & # 1083 ; & # 1103 ; & # 1086 ; & # 1073 ; & # 1091 ; & # 1095 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1103 ; & # 1089 ; & # 1087 ; & # 1088 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1085 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1077 ; & # 1084 ; & # 1076 ; & # 1080 ; & # 1089 ; & # 1090 ; & # 1072 ; & # 1085 ; & # 1094 ; & # 1080 ; & # 1086 ; & # 1085 ; & # 1085 ; & # 1086 ; & # 1081 ; & # 1090 ; & # 1077 ; & # 1093 ; & # 1085 ; & # 1086 ; & # 1083 ; & # 1086 ; & # 1075 ; & # 1080 ; & # 1080 ;
Business English
& # 1048 ; . & # 1045 ; . & # 1041 ; & # 1086 ; & # 1074 ; & # 1080 ; & # 1085 ; & # 1072 ;
& # 1042 ; & # 1083 ; & # 1072 ; & # 1076 ; & # 1080 ; & # 1074 ; & # 1086 ; & # 1089 ; & # 1090 ; & # 1086 ; & # 1082 ;
& # 1048 ; & # 1079 ; & # 1076 ; & # 1072 ; & # 1090 ; & # 1077 ; & # 1083 ; & # 1100 ; & # 1089 ; & # 1090 ; & # 1074 ; & # 1086 ; & # 1058 ; & # 1043 ; & # 1069 ; & # 1059 ;
2008
& # 1059 ; & # 1044 ; & # 1050 ; 802.0
& # 1041 ; 72 & # 1041 ; & # 1086 ; & # 1074 ; & # 1080 ; & # 1085 ; & # 1072 ; & # 1048 ; . & # 1045 ; . & # 1044 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1081 ; & # 1072 ; & # 1085 ; & # 1075 ; & # 1083 ; & # 1080 ; & # 1081 ; & # 1089 ; & # 1082 ; & # 1080 ; & # 1081 ; & # 1103 ; & # 1079 ; & # 1099 ; & # 1082 ; . & # 1059 ; & # 1095 ; & # 1077 ; & # 1073 ; & # 1085 ; & # 1086 ; & # 1077 ; & # 1087 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1073 ; & # 1080 ; & # 1077 ; & # 1076 ; & # 1083 ; & # 1103 ; & # 1089 ; & # 1090 ; & # 1091 ; & # 1076 ; & # 1077 ; & # 1085 ; & # 1090 ; & # 1086 ; & # 1074 ; , & # 1086 ; & # 1073 ; & # 1091 ; & # 1095 ; & # 1072 ; & # 1102 ; & # 1097 ; & # 1080 ; & # 1093 ; & # 1089 ; & # 1103 ; & # 1089 ; & # 1087 ; & # 1088 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1085 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1077 ; & # 1084 ; & # 1076 ; & # 1080 ; & # 1089 ; & # 1090 ; & # 1072 ; & # 1085 ; & # 1094 ; & # 1080 ; & # 1086 ; & # 1085 ; & # 1085 ; & # 1086 ; & # 1081 ; & # 1090 ; & # 1077 ; & # 1093 ; & # 1085 ; & # 1086 ; & # 1083 ; & # 1086 ; & # 1075 ; & # 1080 ; & # 1080 ; .- & # 1042 ; & # 1083 ; & # 1072 ; & # 1076 ; & # 1080 ; & # 1074 ; & # 1086 ; & # 1089 ; & # 1090 ; & # 1086 ; & # 1082 ; , & # 1048 ; & # 1079 ; & # 1076 ; – & # 1074 ; & # 1086 ; & # 1058 ; & # 1043 ; & # 1069 ; & # 1059 ; , 2008.- 46 & # 1089 ; .
& # 1055 ; & # 1077 ; & # 1095 ; & # 1072 ; & # 1090 ; & # 1072 ; & # 1077 ; & # 1090 ; & # 1089 ; & # 1103 ; & # 1087 ; & # 1086 ; & # 1088 ; & # 1077 ; & # 1096 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1102 ; & # 1059 ; & # 1095 ; & # 1077 ; & # 1073 ; & # 1085 ; & # 1086 ; – & # 1084 ; & # 1077 ; & # 1090 ; & # 1086 ; & # 1076 ; & # 1080 ; & # 1095 ; & # 1077 ; & # 1089 ; & # 1082 ; & # 1086 ; & # 1075 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1074 ; & # 1077 ; & # 1090 ; & # 1072 ; & # 1075 ; & # 1091 ; & # 1084 ; & # 1072 ; & # 1085 ; & # 1080 ; & # 1090 ; & # 1072 ; & # 1088 ; & # 1085 ; & # 1099 ; & # 1093 ; & # 1076 ; & # 1080 ; & # 1089 ; & # 1094 ; & # 1080 ; & # 1087 ; & # 1083 ; & # 1080 ; & # 1085 ; .
& # 1056 ; & # 1077 ; & # 1094 ; & # 1077 ; & # 1085 ; & # 1079 ; & # 1077 ; & # 1085 ; & # 1090 ; & # 1099 ; :
& # 1076 ; & # 1086 ; & # 1094 ; . & # 1044 ; & # 1042 ; & # 1043 ; & # 1059 ; , & # 1082 ; & # 1072 ; & # 1085 ; & # 1076 ; & # 1080 ; & # 1076 ; & # 1072 ; & # 1090 ; & # 1092 ; & # 1080 ; & # 1083 ; & # 1086 ; & # 1083 ; & # 1086 ; & # 1075 ; & # 1080 ; & # 1095 ; & # 1077 ; & # 1089 ; & # 1082 ; & # 1080 ; & # 1093 ; & # 1085 ; & # 1072 ; & # 1091 ; & # 1082 ; & # 1061 ; & # 1072 ; & # 1073 ; & # 1080 ; & # 1073 ; & # 1091 ; & # 1083 ; & # 1080 ; & # 1085 ; & # 1042 ; . & # 1040 ; .
& # 1101 ; & # 1082 ; & # 1089 ; & # 1087 ; & # 1077 ; & # 1088 ; & # 1090 ; I & # 1082 ; & # 1072 ; & # 1090 ; & # 1077 ; & # 1075 ; & # 1086 ; & # 1088 ; & # 1080 ; & # 1080 ; & # 1043 ; & # 1059 ; & # 1062 ; & # 1041 ; & # 1087 ; & # 1086 ; & # 1055 ; & # 1088 ; & # 1080 ; & # 1084 ; . & # 1082 ; & # 1088 ; & # 1072 ; & # 1102 ; & # 1071 ; & # 1082 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1085 ; & # 1082 ; & # 1086 ; & # 1044 ; . & # 1040 ; .
ISBN 5-93362-112-9 & # 211 ; & # 1041 ; & # 1086 ; & # 1074 ; & # 1080 ; & # 1085 ; & # 1072 ; & # 1048 ; . & # 1045 ; . , 2001 & # 1075 ; .
& # 211 ; & # 1048 ; & # 1079 ; & # 1076 ; – & # 1074 ; & # 1086 ; & # 1044 ; & # 1042 ; & # 1043 ; & # 1040 ; & # 1069 ; & # 1059 ; , 2001 & # 1075 ; .
& # 1057 ; & # 1086 ; & # 1076 ; & # 1077 ; & # 1088 ; & # 1078 ; & # 1072 ; & # 1085 ; & # 1080 ; & # 1077 ;
& # 1042 ; & # 1074 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1077 ;
Chapter 1. Business Basicss
Part 1. Forms of Business Organization
Part 2. Fundamentalss of Marketing
Part 3. Management
Part 4. Accounting and Finance
Part 5. International Trade
Undertakings
& # 1042 ; & # 1074 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1077 ; Ââåäåíèå
selling concern trade accounting
& # 1063 ; & # 1090 ; & # 1086 ; & # 1090 ; & # 1072 ; & # 1082 ; & # 1086 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1081 ; & # 1072 ; & # 1085 ; & # 1075 ; & # 1083 ; & # 1080 ; & # 1081 ; & # 1089 ; & # 1082 ; & # 1080 ; & # 1081 ; & # 1103 ; & # 1079 ; & # 1099 ; & # 1082 ; ? & # 1069 ; & # 1090 ; & # 1086 ; & # 1072 ; & # 1085 ; & # 1075 ; & # 1083 ; & # 1080 ; & # 1081 ; & # 1089 ; & # 1082 ; & # 1080 ; & # 1081 ; , & # 1087 ; & # 1088 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1085 ; & # 1103 ; & # 1077 ; & # 1084 ; & # 1099 ; & # 1081 ; & # 1074 ; & # 1089 ; & # 1080 ; & # 1090 ; & # 1091 ; & # 1072 ; & # 1094 ; & # 1080 ; & # 1103 ; & # 1093 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1075 ; & # 1086 ; & # 1086 ; & # 1073 ; & # 1097 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1103 ; .
& # 1063 ; & # 1090 ; & # 1086 ; & # 1073 ; & # 1099 ; & # 1091 ; & # 1089 ; & # 1087 ; & # 1077 ; & # 1096 ; & # 1085 ; & # 1086 ; & # 1086 ; & # 1073 ; & # 1097 ; & # 1072 ; & # 1090 ; & # 1100 ; & # 1089 ; & # 1103 ; & # 1085 ; & # 1072 ; & # 1072 ; & # 1085 ; & # 1075 ; & # 1083 ; & # 1080 ; & # 1081 ; & # 1089 ; & # 1082 ; & # 1086 ; & # 1084 ; & # 1103 ; & # 1079 ; & # 1099 ; & # 1082 ; & # 1077 ; & # 1074 ; & # 1087 ; & # 1086 ; & # 1076 ; & # 1086 ; & # 1073 ; & # 1085 ; & # 1099 ; & # 1093 ; & # 1089 ; & # 1080 ; & # 1090 ; & # 1091 ; & # 1072 ; & # 1094 ; & # 1080 ; & # 1103 ; & # 1093 ; , & # 1085 ; & # 1077 ; & # 1086 ; & # 1073 ; & # 1093 ; & # 1086 ; & # 1076 ; & # 1080 ; & # 1084 ; & # 1086 ; , & # 1074 ; & # 1086 ; – & # 1087 ; & # 1077 ; & # 1088 ; & # 1074 ; & # 1099 ; & # 1093 ; , & # 1079 ; & # 1085 ; & # 1072 ; & # 1090 ; & # 1100 ; & # 1083 ; & # 1077 ; & # 1082 ; & # 1089 ; & # 1080 ; & # 1082 ; & # 1091 ; , & # 1091 ; & # 1087 ; & # 1086 ; & # 1090 ; & # 1088 ; & # 1077 ; & # 1073 ; & # 1083 ; & # 1103 ; & # 1077 ; & # 1084 ; & # 1091 ; & # 1102 ; & # 1074 ; & # 1090 ; & # 1086 ; & # 1081 ; & # 1080 ; & # 1083 ; & # 1080 ; & # 1080 ; & # 1085 ; & # 1086 ; & # 1081 ; & # 1089 ; & # 1092 ; & # 1077 ; & # 1088 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1081 ; & # 1078 ; & # 1080 ; & # 1079 ; & # 1085 ; & # 1080 ; , & # 1085 ; & # 1072 ; & # 1087 ; & # 1088 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1088 ; , & # 1074 ; & # 1086 ; & # 1073 ; & # 1083 ; & # 1072 ; & # 1089 ; & # 1090 ; & # 1080 ; & # 1084 ; & # 1072 ; & # 1088 ; & # 1082 ; & # 1077 ; & # 1090 ; & # 1080 ; & # 1085 ; & # 1075 ; & # 1072 ; & # 1080 ; & # 1083 ; & # 1080 ; & # 1092 ; & # 1080 ; & # 1085 ; & # 1072 ; & # 1085 ; & # 1089 ; & # 1086 ; & # 1074 ; ; & # 1080 ; , & # 1074 ; & # 1086 ; – & # 1074 ; & # 1090 ; & # 1086 ; & # 1088 ; & # 1099 ; & # 1093 ; , & # 1080 ; & # 1084 ; & # 1077 ; & # 1090 ; & # 1100 ; & # 1085 ; & # 1072 ; & # 1074 ; & # 1099 ; & # 1082 ; & # 1080 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1075 ; & # 1086 ; & # 1086 ; & # 1073 ; & # 1097 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1103 ; , & # 8211 ; & # 1090 ; & # 1072 ; & # 1082 ; & # 1080 ; & # 1077 ; , & # 1082 ; & # 1072 ; & # 1082 ; & # 1085 ; & # 1072 ; & # 1074 ; & # 1099 ; & # 1082 ; & # 1085 ; & # 1072 ; & # 1087 ; & # 1080 ; & # 1089 ; & # 1072 ; & # 1085 ; & # 1080 ; & # 1103 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1099 ; & # 1093 ; & # 1087 ; & # 1080 ; & # 1089 ; & # 1077 ; & # 1084 ; & # 1080 ; & # 1083 ; & # 1080 ; & # 1074 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1103 ; & # 1088 ; & # 1072 ; & # 1079 ; & # 1075 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1088 ; & # 1086 ; & # 1074 ; & # 1087 ; & # 1086 ; & # 1090 ; & # 1077 ; & # 1083 ; & # 1077 ; & # 1092 ; & # 1086 ; & # 1085 ; & # 1091 ; .
& # 1048 ; & # 1089 ; & # 1093 ; & # 1086 ; & # 1076 ; & # 1103 ; & # 1080 ; & # 1079 ; & # 1074 ; & # 1099 ; & # 1096 ; & # 1077 ; & # 1086 ; & # 1087 ; & # 1080 ; & # 1089 ; & # 1072 ; & # 1085 ; & # 1085 ; & # 1086 ; & # 1075 ; & # 1086 ; , & # 1076 ; & # 1072 ; & # 1085 ; & # 1085 ; & # 1086 ; & # 1077 ; & # 1087 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1073 ; & # 1080 ; & # 1077 ; & # 1089 ; & # 1086 ; & # 1089 ; & # 1090 ; & # 1086 ; & # 1080 ; & # 1090 ; & # 1080 ; & # 1079 ; & # 1076 ; & # 1074 ; & # 1091 ; & # 1093 ; & # 1075 ; & # 1083 ; & # 1072 ; & # 1074 ; & # 8211 ; “ BusinessBasics ” , & # 1082 ; & # 1086 ; & # 1090 ; & # 1086 ; & # 1088 ; & # 1072 ; & # 1103 ; & # 1079 ; & # 1085 ; & # 1072 ; & # 1082 ; & # 1086 ; & # 1084 ; & # 1080 ; & # 1090 ; & # 1095 ; & # 1080 ; & # 1090 ; & # 1072 ; & # 1090 ; & # 1077 ; & # 1083 ; & # 1103 ; & # 1089 ; & # 1073 ; & # 1072 ; & # 1079 ; & # 1086 ; & # 1074 ; & # 1099 ; & # 1084 ; & # 1074 ; & # 1086 ; & # 1082 ; & # 1072 ; & # 1073 ; & # 1091 ; & # 1083 ; & # 1103 ; & # 1088 ; & # 1086 ; & # 1084 ; , & # 1087 ; & # 1088 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1085 ; & # 1103 ; & # 1077 ; & # 1084 ; & # 1099 ; & # 1084 ; & # 1074 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1081 ; & # 1087 ; & # 1088 ; & # 1072 ; & # 1082 ; & # 1090 ; & # 1080 ; & # 1082 ; & # 1077 ; ; & # 1080 ; “ BusinessSkills ” , & # 1082 ; & # 1086 ; & # 1090 ; & # 1086 ; & # 1088 ; & # 1072 ; & # 1103 ; & # 1087 ; & # 1086 ; & # 1079 ; & # 1074 ; & # 1086 ; & # 1083 ; & # 1103 ; & # 1077 ; & # 1090 ; & # 1074 ; & # 1099 ; & # 1088 ; & # 1072 ; & # 1073 ; & # 1086 ; & # 1090 ; & # 1072 ; & # 1090 ; & # 1100 ; & # 1076 ; & # 1074 ; & # 1072 ; & # 1086 ; & # 1089 ; & # 1085 ; & # 1086 ; & # 1074 ; & # 1085 ; & # 1099 ; & # 1093 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1086 ; & # 1074 ; & # 1099 ; & # 1093 ; & # 1085 ; & # 1072 ; & # 1074 ; & # 1099 ; & # 1082 ; & # 1072 ; .
& # 1050 ; & # 1072 ; & # 1078 ; & # 1076 ; & # 1072 ; & # 1103 ; & # 1075 ; & # 1083 ; & # 1072 ; & # 1074 ; & # 1072 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1080 ; & # 1090 ; & # 1089 ; & # 1103 ; & # 1085 ; & # 1072 ; & # 1088 ; & # 1072 ; & # 1079 ; & # 1076 ; & # 1077 ; & # 1083 ; & # 1099 ; , & # 1089 ; & # 1086 ; & # 1087 ; & # 1088 ; & # 1086 ; & # 1074 ; & # 1086 ; & # 1078 ; & # 1076 ; & # 1072 ; & # 1102 ; & # 1097 ; & # 1080 ; & # 1077 ; & # 1089 ; & # 1103 ; & # 1089 ; & # 1080 ; & # 1089 ; & # 1090 ; & # 1077 ; & # 1084 ; & # 1086 ; & # 1081 ; & # 1091 ; & # 1087 ; & # 1088 ; & # 1072 ; & # 1078 ; & # 1085 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1081 ; ; & # 1087 ; & # 1086 ; & # 1089 ; & # 1082 ; & # 1086 ; & # 1083 ; & # 1100 ; & # 1082 ; & # 1091 ; & # 1087 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1073 ; & # 1080 ; & # 1077 ; & # 1087 ; & # 1088 ; & # 1077 ; & # 1076 ; & # 1085 ; & # 1072 ; & # 1079 ; & # 1085 ; & # 1072 ; & # 1095 ; & # 1077 ; & # 1085 ; & # 1086 ; , & # 1087 ; & # 1088 ; & # 1077 ; & # 1078 ; & # 1076 ; & # 1077 ; & # 1074 ; & # 1089 ; & # 1077 ; & # 1075 ; & # 1086 ; , & # 1076 ; & # 1083 ; & # 1103 ; & # 1089 ; & # 1072 ; & # 1084 ; & # 1086 ; & # 1089 ; & # 1090 ; & # 1086 ; & # 1103 ; & # 1090 ; & # 1077 ; & # 1083 ; & # 1100 ; & # 1085 ; & # 1086 ; & # 1081 ; & # 1088 ; & # 1072 ; & # 1073 ; & # 1086 ; & # 1090 ; & # 1099 ; & # 1089 ; & # 1090 ; & # 1091 ; & # 1076 ; & # 1077 ; & # 1085 ; & # 1090 ; & # 1086 ; & # 1074 ; , & # 1086 ; & # 1073 ; & # 1091 ; & # 1095 ; & # 1072 ; & # 1102 ; & # 1097 ; & # 1080 ; & # 1093 ; & # 1089 ; & # 1103 ; & # 1089 ; & # 1087 ; & # 1088 ; & # 1080 ; & # 1084 ; & # 1077 ; & # 1085 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1077 ; & # 1084 ; & # 1076 ; & # 1080 ; & # 1089 ; & # 1090 ; & # 1072 ; & # 1085 ; & # 1094 ; & # 1080 ; & # 1086 ; & # 1085 ; & # 1085 ; & # 1099 ; & # 1093 ; & # 1090 ; & # 1077 ; & # 1093 ; & # 1085 ; & # 1086 ; & # 1083 ; & # 1086 ; & # 1075 ; & # 1080 ; & # 1081 ; , & # 1082 ; & # 1083 ; & # 1102 ; & # 1095 ; & # 1080 ; & # 1082 ; & # 1091 ; & # 1087 ; & # 1088 ; & # 1072 ; & # 1078 ; & # 1085 ; & # 1077 ; & # 1085 ; & # 1080 ; & # 1103 ; & # 1084 ; & # 1087 ; & # 1088 ; & # 1080 ; & # 1074 ; & # 1077 ; & # 1076 ; & # 1077 ; & # 1085 ; & # 1099 ; & # 1074 ; & # 1082 ; & # 1086 ; & # 1085 ; & # 1094 ; & # 1077 ; & # 1087 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1073 ; & # 1080 ; & # 1103 ; . & # 1055 ; & # 1086 ; & # 1089 ; & # 1086 ; & # 1073 ; & # 1080 ; & # 1077 ; & # 1074 ; & # 1082 ; & # 1083 ; & # 1102 ; & # 1095 ; & # 1072 ; & # 1077 ; & # 1090 ; & # 1079 ; & # 1072 ; & # 1076 ; & # 1072 ; & # 1085 ; & # 1080 ; & # 1103 ; & # 1076 ; & # 1083 ; & # 1103 ; & # 1087 ; & # 1088 ; & # 1086 ; & # 1074 ; & # 1077 ; & # 1088 ; & # 1082 ; & # 1080 ; & # 1088 ; & # 1077 ; & # 1079 ; & # 1091 ; & # 1083 ; & # 1100 ; & # 1090 ; & # 1072 ; & # 1090 ; & # 1080 ; & # 1074 ; & # 1085 ; & # 1086 ; & # 1089 ; & # 1090 ; & # 1080 ; & # 1089 ; & # 1072 ; & # 1084 ; & # 1086 ; & # 1089 ; & # 1090 ; & # 1086 ; & # 1103 ; & # 1090 ; & # 1077 ; & # 1083 ; & # 1100 ; & # 1085 ; & # 1086 ; & # 1081 ; & # 1088 ; & # 1072 ; & # 1073 ; & # 1086 ; & # 1090 ; & # 1099 ; ( undertakings ) , & # 1082 ; & # 1086 ; & # 1090 ; & # 1086 ; & # 1088 ; & # 1099 ; & # 1077 ; & # 1089 ; & # 1083 ; & # 1077 ; & # 1076 ; & # 1091 ; & # 1077 ; & # 1090 ; & # 1074 ; & # 1099 ; & # 1087 ; & # 1086 ; & # 1083 ; & # 1085 ; & # 1080 ; & # 1090 ; & # 1100 ; & # 1080 ; & # 1085 ; & # 1072 ; & # 1087 ; & # 1088 ; & # 1072 ; & # 1074 ; & # 1080 ; & # 1090 ; & # 1100 ; & # 1074 ; & # 1072 ; & # 1082 ; & # 1072 ; & # 1076 ; & # 1077 ; & # 1084 ; & # 1080 ; & # 1102 ; .
Chapter 1. Business Basics Chapter 1. Business Basicss
Part 1. Forms of Business Organization Part 1. Forms of Business Organization
What is Business?
Before reading the text attempt to fit the words on the left with their definitions on the right.
Exercise 1
.
1. Exclusive proprietorshipa. A legal entity that exists individually from the people who own it.
2. Partnershipb. An organisation formed by two or more people going co-owners of a concern.
3. Corporationc. An organisation that is owned and managed by one individual.
Now read the text and make the true-false exercisings after each portion of it.
A concern is any organisation that seeks net income by supplying goods and services to the economic system. A non-profit-making organisation besides provides goods and services to the economic system, but does non hold net income as an aim.
Forms of Business Ownership.
An organisation that is owned, and normally managed, by one individual is called a exclusive proprietary. That is the most common signifier of concern ownership.
When two or more people become co-owners of a concern, the organisation is called a partnership.
A legal entity that has an being offprint from the people who own it is called a corporation.
Exclusive Proprietorships.
A Sole proprietary has tonss of advantages:
1.Ease of get downing and stoping the concern
. All you have to make to get down a exclusive proprietary is purchase the needful equipment ( for illustration, a proverb, a word processor, a tractor, a lawn mower, or a welder ) and put up some proclamations stating you are in concern. It is merely every bit easy to acquire out of concern ; you merely halt. There is no 1 to confer with or to differ with about such determinations. You may hold to acquire a license or licence from the authorities, but that is normally no job.
2.Bing your ain foreman
. “ Working for others merely doesn & # 8217 ; t have the same exhilaration as working for yourself, ” & # 8211 ; that & # 8217 ; s the manner exclusive owners feel. You may do errors, but they are your errors & # 8211 ; and so are the many little triumphs each twenty-four hours.
3.Pride of ownership.
Peoples who own and manage their ain concerns are truly proud of their work. They deserve all the recognition for speaking the hazards and supplying needed goods and services.
4.Retention of net income
. Other than the joy of being your ain foreman, there is nil like the pleasance of cognizing that you can do every bit pulp as you can and make non hold to portion that money with anyone else ( except the authorities, in revenue enhancements ) . Shop proprietors and service people are frequently willing to get down working early in the twenty-four hours and remain tardily because the money they earn is theirs to maintain.
5.No particular revenue enhancements.
All the net incomes of a exclusive proprietary are taxed as the personal income of the proprietor, and he or she pays the normal income revenue enhancement on that money. Owners do hold to register an estimated revenue enhancement return and do quarterly payments. It is wise for little concern proprietors to pick up a package of information for little concern proprietors from the local Internal Revenue Service office.
There are besides a figure of disadvantages:
1.The hazard of losingss.
When you work for others, it is their job if the concern is non profitable. When you own you ain concern, you have the hazard of losing about everything & # 8211 ; your clip, your money, and your concern. What you keek, if you fail, is the pride of holding tried, and the experience.
2.Unlimited liability.
When you own your ain concern, you and the concern are considered one. That is, any debts and amendss incurred by the concern are your debts and you must pay them, even if it means selling your place, your auto, and so away. This is a serious hazard and one that requires careful thought and treatment with a attorney, insurance agent, and others. As the proprietor, you are apt for everything.
3.Trouble in direction.
Most concern need some direction ; that is, person must maintain stock list records, accounting records, revenue enhancement records, and so on. Many people who are skilled at selling things or supplying a service are non so skilled in maintaining records. Exclusive owners may hold no 1 to assist them. It is frequently hard to happen good, qualified people to assist run the concern. Some employees can be careless, belated, dishonest, undependable, and incompetent. It is difficult to have a concern, manage it, train people, and have clip for anything else in life.
4.Overpowering clip committedness.
Possibly the most common ailment among exclusive owners is the fact that good employees are difficult to happen. Therefore, the proprietor must pass long hours working. The proprietor of a shop, for illustration, may set in 12 hours a twenty-four hours, at least 6 yearss a hebdomad. This is about twice the hours worked by a salaried labourer, who may do more money.
5.Few periphery benefits.
If you are your ain foreman, you lose many of the periphery benefits that come from working for others. For illustration, you have no wellness insurance, no disablement insurance, no ill leave, no holiday wage, and so on. These benefits may add up to 30 % or more of a worker & # 8217 ; s income.
6.Limited growing.
If the proprietor becomes incapacitated, the concern frequently comes to a standstill. Furthermore, a exclusive proprietary relies on its proprietor for most of its support. Therefore enlargement frequently is slow and there are serious bounds to how much one individual can make. That is one ground why many persons seek spouses to help in concern.
7.You are on your ain.
The greatest advantage of a exclusive proprietary can besides be a major disadvantage. You have nobody to assist or to fault if something goes incorrect.
8.Limited life span.
If the exclusive owner dies, the concern no longer exists.
Exercise 2
. True or false?
1. It is hard to get down a exclusive proprietary.
2. A exclusive owner does n’t hold to portion his net income with anybody except the authorities, in from of revenue enhancements.
3. A exclusive owner has limited liability.
4. Periphery benefits are few.
Partnerships.
It is ot hard to organize a partnership, but it is wise to acquire a advocate of a attorney experienced with such understandings. Lawyers & # 8217 ; services are expensive, so manque spouses should read all about partnerships and make some basic understandings before naming in a attorney. It is frequently easier to organize a partnership understanding than to run one or stop one, and many friendly relationships have ended after friends became spouses. With some attention, nevertheless, partnerships have these advantages.
1. More fiscal resources
. Naturally, when two or more people pool their money and recognition, it is easier to pay the rent, public-service corporations, and other measures incurred by a business.There is a construct called limited partnership that is specially designed to assist raise capital ( money ) . A limited spouse invests money in the concern, but doesn & # 8217 ; Ts have any direction duty or any liability for concern losingss. The understanding signifier necessary for a limited partnership is more complex than that needed for a simple partnership ( called a general partnership ) . For illustration, the understanding must advert the sum of money involved, the portion of net incomes each individual receives, and so on. You will necessitate a attorney & # 8217 ; s assist with such understandings. The point here is that partnerships feed more money into the concern for growing.
2. Ease of direction.
It is merely much easier to pull off the daily activities of a concern with carefully chosen spouses. Spouses give each other free clip from the concern, and supply different accomplishments and positions. Many people find that the best spouse is a partner. That is why you see so many husband/wife squads pull offing eating houses, service stores, and other concerns.
There are besides some disadvantages:
1.Unlimited liability
. Each general spouse is apt for the debts of the house, no affair who was responsible for doing those debts. Like a exclusive owner, spouses can lose their places, autos, and everything else they own if the concern fails or is sued by person. Such a hazard is really serious and should be discussed with a attorney and an insurance expert. A general spouse, so, is an proprietor ( spouse ) who has unlimited liability and is active in pull offing the house. ( As mentioned earlier, a limited spouse hazards an investing in the house, but is non apt for the concern & # 8217 ; s losingss ) .
2.Devision of net incomes.
Let & # 8217 ; s say two people form a partnership. One puts in more money and the other puts in more hours. Each may experience justified in inquiring for a bigger portion of the net incomes. Sharing the hazard means sharing the net income, and that can do struggles.
3.Disagreements among spouses.
Disagreements over money are merely one illustration of possible struggle in a partnership. Who has concluding authorization over employees? Who hires and fires employees? Who works what hours? What if one spouse wants to purchase expensive equipment for the house and the other spouse disagrees? Potential struggles are many. Because of such jobs, all footings of partnership should be spelled out in composing to protect all parties and to minimise misinterpretation in the hereafter.
4.Difficult to end.
Once you have committed yourself to a partnership, it is non easy to acquire out of it. Questions about who gets what and what happens following are frequently really hard to work out when the concern is closed.
Exercise 3
. True or false?
1. It is easier to get down a partnership than to halt it.
2. A limited spouse has no direction duty.
3. General spouses have equal duties for a house ‘s debts.
4. Partnership is more hard to pull off than a exclusive proprietary.
Corporations.
Although the word corporation makes people think of large concern like General Motors, IBM, Ford and so on, it is non necessary to be large in order to integrate ( get down a corporation ) . Integrating may be good for little concerns besides.
The intent of organizing a corporation is to acquire off from the disadvantages of exclusive proprietaries and partnerships. One of the more unreassuring facets of owing your ain concern or holding a spouse is the fright of losing everything you own if person sues the concern or the concern loses a batch of money.A corporation is a state-chartered legal entity with authorization to move and hold liability separate from its proprietors. What this means for the corporation ‘s proprietors ( shareholders ) is that they are non apt for the debts or any other jobs of the corporation beyond the money they invest. Owners no longer must worry about losing their house, auto, and other belongings because of some concern job & # 8211 ; a really important benefit. A corporation non merely limits the liability of proprietors, it enables many people to portion in the ownership ( and net incomes ) of a concern without working at that place or holding other committednesss to it.The construct of incorporation is non excessively hard, even though the processs for integrating are frequently instead complex. Most people are non willing everything to travel into concern. Yet, for concern to turn and thrive and make copiousness, many people would hold to be willing to put their money in concern. The manner to work out this job was to make an unreal being, an entity that existed merely in the eyes of the jurisprudence. That unreal being is called a corporation. It is nil more than a technique for affecting people in concern at a minimum hazard. The advantages of such an entity are:
1.More money for investing
. To raise money, a corporation sells ownership ( stock ) to anyone who is interested. This means that 1000000s of people can have portion of major companies like IBM, Xerox, and General Motors. If a company sold 10,000,000 portions for $ 50 each, it would hold $ 500 million available to construct workss, purchase stuffs, hire people, build merchandises, and so on. Such a big sum of money would be hard to raise any other manner. So a major advantage of corporations is their ability to raise big sums of money.
2.Limited liability
. It bears reiterating that a major advantage of corporations is the limited liability of proprietors. Corporations in England and Canada have the letters “ Ltd. ” after their name, as in British Motors, Ltd. The Ltd. stands for limited liability and is likely the most important advantage of corporations. Limited liability means that the proprietors of a concern are responsible for losingss merely up to the sum they invest.
3.Size
. That one word summarizes many of the advantages of corporations. Because they have big sums of money to work with, corporations can construct big, modern mills with the latest equipment. They can besides engage experts or specializers in all countries of operation. Furthermore, they can purchase other corporations in other Fieldss to diversify their hazard. ( What this means is that a corporation can be involved in many concerns at one time so that if one fails the consequence on the entire corporation is lessened. ) In short, a major advantage of corporations is that they have the size and resources to take advantage of chances anyplace in the universe. Corporations do non hold to be big to bask the benefits of limited liability and more money for investing. Many physicians, attorneies, and persons and spouses in a assortment of concerns have incorporated.
4.Tax advantages.
Once a individual, partnership, or group of persons have incorporated, they frequently receive important revenue enhancement advantages. They can subtract disbursals for cars, repasts, trips, and much more from their revenue enhancements. They can reinvest net incomes into the corporation to prorogue paying revenue enhancements, and more. One of the most of import revenue enhancement advantages is tax-exempt periphery benefits, such as retirement financess.
5.Ageless life.
Because corporations are separate from those who own them, the decease of one or more proprietors does non end the corporation.
6.Ease of ownership alteration
. It is easy to alter the proprietors of a corporation. All that is necessary is to sell stock to person else. This means that new proprietors can be brought in easy every bit good.
7.Separation of the ownership from direction.
Corporations are able to raise money from many different investors without acquiring them involved in direction, so the owners/shareholders are separate from the directors and employers. The proprietors elect a board of managers. The managers select the officers. They, in bend, hire directors and employees. The proprietors therefore have some say in who runs the corporation, but no control.
There are besides a few disadvantages:
1.Initial cost.
Incorporation may be 1000s of dollars and affect expensive attorneies and comptrollers.
2.Paperwork
. The documents to be filed to get down a corporation are merely the beginning. Tax Torahs demand that a corporation prove all its disbursals and tax write-offs are legitimate. A corporation, hence, must treat many signifiers. A exclusive owner or partnership may maintain instead insouciant accounting records ; a corporation, on the other manus, must maintain elaborate records, the proceedingss of meetings, and more.
3.Two revenue enhancement returns
. If an person incorporates, he or she must register both a corporate revenue enhancement return and an single revenue enhancement return. The corporate return can be rather complex.
4.Size
. Large corporations sometimes go excessively inflexible and excessively tired down in ruddy tape to react rapidly to market alterations.
5.Social security
. A corporation has a high societal security and unemployment compensation load ; that is, it must lend to these financess.
6.Termination hard
. Once a corporation is started, it is comparatively difficult to stop.
7.Double revenue enhancement.
Corporate income is taxed twice. First the corporation pays revenue enhancement on income before it can administer any to shareholders. Then the shareholders pay revenue enhancement on the income ( dividents ) they receive from the corporation.
Exercise 4.
True or false?
Small concerns can non be corporations.
Corporate proprietors are responsible for concern ‘ debts.
Stockholders are separated from company direction.
Corporations are taxed merely one time.
Part 2. Fundamentalss of Marketing Part 2. Fundamentalss of Marketing
Exercise 5
. Match the words and their definitions:
1. Marketing a. Geting goods to the right topographic point at the right clip in the right measure.
2. Productb. A procedure of analyzing people ‘s wants and demands and fulfilling them by interchanging goods and services, ensuing in net incomes for Sellerss.
3. Placec. Money paid by clients and received by Sellerss.
4. Promotion d. A good or a service and everything connected with them & # 8211 ; bundle, warrant, trade name name, etc.
5. Pricee. Combination of different tools such as advertisement, promotion, personal merchandising etc in order to sell goods or services.
A popular motto that describes contemporary selling is, “ Find a demand and make full it ” . What does it intend? It means that concern must make some market research to happen out what goods and services people and organisations want and need. Listening should come foremost. Then sellers must make whatever it takes to fulfill those wants and needs. The ultimate end is to do money ( net income ) by bring forthing and selling goods and services. Selling, so, can be defined as follows:
Selling
is the procedure of analyzing wants and demands and fulfilling those wants and demands by interchanging goods and services ; this consequences in satisfied purchasers and creates net incomes for Sellerss.
When developing plans to fulfill market wants and demands, selling directors work with several variables known as the selling mix.A selling mix
is the strategic combination of merchandise determinations with determinations on packaging, pricing, distribution, recognition, branding, service, ailment handling and other selling activities. All these activities are frequently combined under four easy remembered classs called the four P & # 8217 ; s: merchandise, topographic point, publicity, and monetary value.
Merchandise
From a selling point of view a merchandise is non merely the physical good or service. A merchandise consists of all the tangibles and intangibles that consumers evaluate when make up one’s minding whether or non to purchase something. When people buy a merchandise, they evaluate its monetary value, bundle, warrant, image created by advertisement, repute of the manufacturer, trade name name, service, purchasers & # 8217 ; past experience, shop milieus etc. Therefore a successful seller must get down to believe like a consumer and measure the merchandise as a entire aggregation of feelings created by all the factors listed.
The major map ofpackaging
, for illustration, is to pull the attending of the purchaser. To make this a bundle needs visibleness. Visibility is achieved through the originative usage of coloring material, form, texture, design and size. Using these cues, one can easy place most of the popular consumer merchandises. For illustration, most people can easy acknowledge a Coke bottle, a box of Tide, a battalion of Marlboro coffin nails from several metres off.
Another map of packaging is to give consumers added convenience for their money through the usage of easy-open tins, clear plastic wraps, compressible catsup bottles and so on. In the hereafter we may anticipate to see more packing inventions that will enable us to maintain meat and milk without infrigidation, maintain fresh veggies for months etc.
One more map of packaging is to protect the goods from environmental factors such as rain and Sun ; against breakage and injury from animate beings.
Boxing besides helps the jobber by grouping goods into easy managed sizes ; retail merchants to monetary value points, store them on their shelves, cut down mistakes etc.
Branding
, like packaging, changes the merchandise by altering consumer perceptual experiences.
A trade name is a name, symbol or design ( or a combination of them ) that identifies the goods or services of one marketer or group of Sellerss and distinguishes them from those of rivals. A trade name name is that portion of the trade name consisting of a word, missive, or group of words or letters consisting a name that differentiates the goods or services of a marketer from those of rivals. Brand names such as Colgate, Sony, Del Monte, Campbell etc. give merchandises a differentiation that tends to do them attractive to clients.
A hallmark is a trade name that has been given legal protection. It includes the trade name name and the pictural design.
Peoples are frequently impressed by certain trade name names, even though they say they know there is no difference between trade names in a given merchandise class.
Exercise 6
. True or false?
1. Merchandise is merely a physical good.
2. A good seller must believe like a consumer.
3. We can place many consumer merchandises looking at their packaging.
4. Peoples frequently buy certain merchandises merely because of their trade name names.
Topographic point
Topographic point, or distribution, means acquiring goods to the right topographic point at the right clip in the right measure. The distribution mix includes eight chief maps & # 8211 ; research, hazard bearing, storage, merchandising, purchasing, recognition, transit and scaling.
Two establishments have emerged to execute the distribution map:jobbers
andretail merchants
. They are known asselling jobbers
because they are in the center of distribution web that connects manufacturers with consumers.
Marketing jobbers have ever been viewed by the populace with some intuition. Surveies have shown that about half the cost of the thing we buy are marketing costs that are mostly to pay for the work of jobbers! But if there are no jobbers, so consumers or person else will hold to execute their undertakings, including transit, storage, happening providers etc. Yes, jobbers add costs to merchandises, but these costs are normally more than offset by the values they create. Jobbers, such as retail merchants, add clip public-service corporation to merchandises ( public-service corporation is value added to raw stuffs ) by doing them availablewhen
they are needed ; add topographic point public-service corporation by holding themwhere
people want them ; add ownership public-service corporation by making whatever is necessary to reassign ownership from one party to another, including supplyingrecognition
; add information public-service corporation by opening bipartisan flows of information between selling participants.
Aretail merchant
is a selling jobber who sells to consumers. The success of any retail constitution depends mostly on its gross revenues workers. Courteous and efficient service from behind the counter or on the gross revenues floor does much to fulfill clients and construct a shop & # 8217 ; s repute. Whether selling furniture, electrical contraptions or vesture, a gross revenues worker & # 8217 ; s primary occupation is to involvement clients in the ware. This is done by depicting the merchandise & # 8217 ; s building, showing its usage, and demoing assorted theoretical accounts and colorss.
Different merchandises call for differentretail distribution schemes
. There are three classs of retail distribution: intensive distribution, selective distribution, and sole distribution.
Intensive distribution puts merchandises to as many retail mercantile establishments as possible. Merchandises that need such distribution include confect, coffin nails, gum etc.
Selective distribution is the usage of merely preferable group of the available retail merchants in an country. Such choice helps guarantee the manufacturers of quality gross revenues and service. Manufacturers of Television sets, furniture and vesture normally use selective distribution.
Exclusive distribution is the usage of merely one retail mercantile establishment in a given geographical country. Because the retail merchant has sole rights to sell the merchandise, he or she is more likely to transport more stock list, give better service and pay more attending to this trade name than others. Automobile makers normally use sole distribution.
Regardless of the scheme used, makers frequently ship their goods through jobbers, because they are more efficient at executing the distribution maps.
Ajobber
is a selling jobber who sells to organisations and persons, but non concluding consumers. He purchases, for resale, the best available ware at the lowest possible monetary values and hasten the bringing of goods from the manufacturer to the client.
There are fundamentally 2 types of jobbers: full-function jobbers that do all eight maps and limited-function jobbers that do merely a few.
So, the ground for jobbers is to assist execute the physical distribution map, that is motion of goods from manufacturer to client. Physical distribution begins with natural stuffs that have to be shipped to makers who change them into utile merchandises ; it besides includes those maps involved in buying goods, having them, traveling them through the works, take stocking them, hive awaying them, and transporting finished goods all the manner to concluding users.
Exercise 7
. True or false?
1. Jobbers merely add cost to merchandises and make no good.
2. A jobber is a selling jobber who sells to concluding consumers.
3. The success of any retail mercantile establishment depends mostly on its gross revenues workers.
4. A good distribution scheme for selling expensive autos is intensive distribution.
Promotion
A publicity mix
is some combination of promotional tools ( advertisement, personal merchandising, public dealingss, promotion, gross revenues publicity, a good merchandise or service, and word-of-mouth ) that can be used to pass on to assorted populaces.
Ad
is limited to paid, nonpersonal communicating through assorted media by organisations and persons who are in some manner identified in the advertisement message. When people refer to advertisement, they are normally speaking about Television advertisement ; but merely approximately 22 % of advertisement is on Television. The other media used for advertisement are: newspapers, wireless, magazines and direct mail.
The public benefits greatly from advertisement. First, we learn about new merchandises, new characteristics, gross revenues points, and more. But we besides benefit from free wireless and Television and subsidised newspapers and magazines. In short, publicizing non merely informs us about merchandises but wages for us to watch Television and acquire the intelligence from magazines and newspapers.
Gross saless publicity
consists of those marketing activities that stimulate consumer buying and trader involvement by agencies of such things as shows, shows and exhibitions, and competitions. Gross saless publicity plans supplement personal merchandising, advertisement, and public dealingss attempts by making enthusiasm for the overall promotional plan.
There are two ways to advance the motion of merchandises from manufacturers to clients. The first is called apush scheme
. In push scheme, the manufacturer uses promotional tools to convert jobbers and retail merchants to stock and sell ware. If it works, consumers will so walk into the shop, see the merchandise, and purchase it. The thought is to force the merchandise down the distribution system to the shops. One illustration of a push scheme is to offer traders one free instance of beer or sodium carbonate for every twelve instances they purchase. A 2nd scheme is called apull scheme
. In this instance heavy publicity is directed toward consumers. If it works, consumers will travel to the shop and order the merchandises. The storeowner will so order them from the manufacturer. Merchandises are therefore pulled down through the distribution system. Dr. Pepper has used telecasting advertisement in a pull scheme to increase distribution. Of class, a company could utilize both a push and draw scheme at the same clip in a major promotional consequence.
Viva-voce
publicity encourages people to state other people about merchandises they have enjoyed. Word of oral cavity is one of the most effectual promotional tools, but one most sellers do non utilize to full effectivity.
Anything that encourages people to speak favorably about an organisation is effectual word of mouth & # 8211 ; music, carnivals, buffoons and other eye-catching devices. Samples are another manner to bring forth word of oral cavity. But the best manner is to hold a good merchandise, provide good services, and maintain clients happy. We consumers are happy to state others where to acquire good services and dependable merchandises. However, we are besides speedy to state others when we are unhappy with merchandises and services. Negative word of oral cavity hurts a house severely. Taking attention of consumer ailments rapidly and efficaciously is the best manner to decrease negative word of oral cavity.
Public dealingss
is defined as the direction map that evaluates public attitudes, identifies the policies and processs of an person or an organisation with the public involvement, and executes a plan of action to gain public apprehension and credence. Public dealingss start with good selling research. The 2nd measure, after listening to the populace, is the development of policies and processs that are in the public involvement. The concluding measure is to take action to gain public apprehension and credence.
Personal merchandising
is the face presentation and publicity of merchandises and services plus the seeking out of chances and follow-up service. Effective merchandising is non merely a affair of carrying others to purchase. In fact, it is more accurately described as assisting others to fulfill their wants and demands.
Exercise 8
. True or false?
1. Ad is paid, personal communicating through different media.
2. Lone companies benefit from advertisement.
3. Displaies, shows and exhibitions are all agencies of gross revenues publicity.
4. Offering a trader a free box of goods for every twelve bought is an illustration of a push gross revenues scheme.
Monetary value
Firms must set up realistic and mensurable pricing ends if selling scheme is to be effectual. Some houses aim for amark return on investing
which enables them to find a needed degree of net income. This, in bend, helps in the scene of monetary values and other selling mix variables.
Some houses usemarket portion
as a pricing end. In the hunt for increased portion of the market, houses might cut monetary values and ache their net income borders.
Another pricing aim isto run into competition.
Many houses are enduring greatly from such patterns or even travel insolvent.
Some houses set aprofit-maximization aim
, where the end isto gain every bit pulp as possible.
Such policy can non normally be implemented over a long tally because of competitory and authorities forces, but in the short tally it can be rather effectual.
Pricing aims are based on a house & # 8217 ; s overall aims, the market sections being served, competition, market conditions, and many other variables. The basic overall aim is to set up reciprocally good exchange relationships with selected mark markets.
There are differentpricing schemes
. Aplaning monetary value scheme
is one in which the merchandise is priced high to do optimal net income while there is small competition. Of class, those big net incomes will pull others to bring forth similar goods so they can & # 8217 ; t last long.
A incursion scheme
is one in which a merchandise is priced low to pull more clients and discourage rivals. This scheme enables the house to perforate or capture a big portion of the market rapidly. Another pricing scheme is called is one in which a merchandise is priced low to pull more clients and discourage rivals. This scheme enables the house to perforate or capture a big portion of the market rapidly. Another pricing scheme is calledpsychological or uneven pricing
when retail merchants monetary value good at $ 9.99 alternatively of $ 10.00 believing that such uneven monetary values are psychologically more attractive than even monetary values. when retail merchants monetary value good at $ 9.99 alternatively of $ 10.00 believing that such uneven monetary values are psychologically more attractive than even monetary values.
Exercise 9
. True or false?
1. To increase market portion it is sometimes necessary to diminish the monetary value.
2. A profit-maximization aim ca n’t be used during a long period of clip.
3. A incursion scheme is one when a merchandise is priced really high.
4. Odd pricing is based on analyzing people ‘s psychological science.
Part 3. Management Part 3. Management
Exercise 10
. Match the words and their definitions:
1. Management a. The art of acquiring things done through people and other resources.
2. Planing B. Allocating resources, delegating undertakings and set uping the organisation aims.
3. Organization c. Anticipating hereafter tendencies and finding the best schemes and tactics to accomplish organisational aims.
4. Leadership d. Measuring public presentation relation to aims and criterions and taking disciplinary actions where necessary.
5. Controle e. Establishing values, sharing visions, making enthusiasm an maintaining focal point on a few, clear aims.
Management is the art of acquiring things done through people and other resources.
The four primary managerial maps are be aftering, organisation, leading, and control. Other maps include stuffing ( forces ) , directing, coverage, and budgeting.
But direction is much more complex than making a few undertakings. A good director must cognize about the industry the house is in and all the technological, political, competitory, and societal factors impacting that industry. He or she must besides understand the sort of people who work in the industry and what motivates them. Finally, a director must be skilled in executing assorted managerial undertakings, particularly proficient undertakings, human dealingss undertakings, and communications undertakings.
Planing
Planing includes anticipationg hereafter tendencies and finding the best schemes and tactics to accomplish organisational aims. Most be aftering follow similar forms. Planing replies three cardinal inquiries for concern:
1. What is the state of affairs now? What is the province of the economic system? What opportunities exist for run intoing people & # 8217 ; s demands? How much competition is at that place?
2. Where do we desire to travel? What objectives do we desire to carry through?
3. How can we acquire at that place from here? This is the most of import portion of be aftering which takes three signifiers:
1.Strategic ( long-range ) planning
determines the major aims of the organisation and the policies and schemes for obtaining and utilizing resources to accomplish those aims. At this phase the company decides which clients to function, what merchandises or services to sell, and the geographic countries in which the house will vie.
2.Tactical planning
is the procedure of developing elaborate, short-run determinations about what is to be done, who is to make it, and how it is to be done.
Whereas strategic planning is done by the top directors of the house, tactical planning is more frequently done by directors at lower degrees of the organisation. Tactical planning may affect puting one-year budgets and make up one’s minding on the inside informations of how to run into the strategic aims.
3.Eventuality planning
is the readying of alternate classs of action that may be used if the primary programs do non accomplish the aims of the organisation. The economic and competitory environments change so quickly that it is wise to hold alternate programs of action ready in expectancy of such alterations.
Exercise 11
. True or false?
1. Strategic planning is the procedure of doing short-run determinations.
2. Strategic planning is chiefly done by top directors.
3. Eventuality planning is the same as tactical planning.
4. It ‘s necessary to hold alternate programs in instance of alterations in economic environment.
Organization
Organization means allocating resources, delegating undertakings, and set uping processs for carry throughing the organisation aims. When forming, a director develops a construction or model that relates all workers, undertakings, and resources to each other. That model is called theorganisation construction
and images who reports to whom and who is responsible for each undertaking.
An of import portion of forming is staffing, acquiring the right people on the concern squad. Today it is calledhuman resources direction
because it is every bit of import to develop the potency of employees, as it is to enroll good people in the first topographic point.
Exercise 12
. True or false?
1. Organizational construction is a image demoing who reports to whom in the company.
2. Stuffing is a portion of an organisation construction.
Leadership
Leadership today is non merely good direction. It is besides a affair of set uping values, sharing visions, making enthusiasm, and keeping focal point on a few, clear aims.
There are different leading manners.
Autocratic leading
agencies doing managerial determinations without confer withing others, and implies power over others.
Bureaucratic leading
is based on inflexible modus operandi supported by regulations, ordinances, and policies.
Diplomatic leading
is based on accomplishment and tact in converting employees to follow the leader ‘s determinations.
Democratic leading
agencies that directors set work together to do determinations.
Individualistic leading
agencies that directors set aims and employees are comparatively free to make whatever it takes to carry through those aims. Many scientists and physicians work best under individualistic leading.
Employee-controlled leading
consists of holding employees set aims, and direction grip administrative affairs. Many universities are run this manner.
Participative direction
involves employees in puting aims and doing determinations ; consultive, democratic and individualistic leading are all signifiers of participative direction.
One director may utilize a assortment of leading manners depending on whom he is covering with and the state of affairs.
Exercise 13
. True or false?
1. Autocratic leading is based on tact in converting people to follow the leader ‘s determinations.
2. Every director uses merely one leading manner.
3. Democratic direction is an illustration of participative direction.
4. Doctors and scientists normally better work under bureaucratic leading.
Control
The control map involves mensurating public presentation relation to aims and criterions and taking disciplinary action when necessary. The control map, hence, is the bosom of the direction system because it provides the feedback that enables directors to set to any divergences from programs and to alterations that have occurred in the environment that have affected public presentation.
Controling consists of the undermentioned stairss:
1. Puting clear criterions ;
2. Monitoring and entering public presentation ( consequences ) ;
3. Comparing consequences against programs and criterions ;
4. Communicating consequences and divergences to the employees involved ;
5. Taking disciplinary action when needed.
Undertakings and accomplishments at different degrees
of direction
A director must hold three classs of accomplishments.
Technical accomplishments
affect the ability to execute undertakings of a specific section such as selling or accounting.
Conceptual accomplishments
refer to a director & # 8217 ; s ability to visualize the organisation as a whole and the relationship of assorted parts to execute undertakings such as planning and controlling.
Human dealingss accomplishments
include leading, communicating, motive, coaching, and preparation.
The higher up one goes in direction, the more clip is spent on conceptual and human dealingss maps and less on proficient maps.
Exercise 14
. True or false?
1. Top directors spend more clip on proficient map than on the others.
2. Conceptual accomplishments refer to ability to execute specific undertakings.
Part 4. Accounting and Finance Part 4. Accounting and Finance
Exercise 15
. Match the words and the definitions:
1. Accounting A papers describing the consequences of company operations over a peculiar period of clip.
2. Income statementA fiscal statement that reports the fiscal place of a house at a specific clip.
3. Balance sheetAcquiring financess for the house and pull offing financess within a house.
4. FinancingRecording informations from minutess and fixing fiscal statements.
Accounting
Accounting procedure consists of two major maps:
1. Recording informations from minutess ;
2. Fixing fiscal statements.
Minutess
include purchasing and merchandising goods and services, geting insurance, utilizing supplies, and paying revenue enhancements. After the minutess have been recorded, they are normally classified into groups that have common features. For illustration, all purchases are grouped together, as are all gross revenues minutess. Other sorts of accounting paperss are: buying paperss, paysheet records, bank paperss, travel and amusement records. The concern is therefore able to obtain needful information about purchases, gross revenues and other minutess that occur over a given period of clip. The methods used to enter and sum up accounting informations into studies is called anaccounting system
. One intent of accounting is to assist directors measure the fiscal status and the operating public presentation of the house so that they may take better determinations. Another is to describe fiscal information to people outside the house such as proprietors, creditors, providers, and the authorities ( for revenue enhancement intents ) .
When entering the original dealing paperss in a diary the accountant topographic points them in certain histories.
Accountants usefive major histories to
prepare fiscal statements:
1. Assetss.
Assetss are what a concern owns, belongings that have money value. Assetss include the followers:
& # 183 ; Cash ( hard currency on manus and sedimentations in Bankss )
& # 183 ; Histories receivable ( money owed to a concern from clients who bought goods on recognition )
& # 183 ; Inventory
& # 183 ; Investings
& # 183 ; Land
& # 183 ; Equipment
& # 183 ; Buildings
& # 183 ; Motor vehicles
& # 183 ; Patents
& # 183 ; Copyrights
Assetss are divided into three classs:
1 ) Current assets ( points that can be converted to hard currency within one twelvemonth ) ,
2 ) Fixed assets ( points such as land, edifices and fixtures that are comparatively lasting ) ,
3 ) Other ( intangible ) assets ( patents and right of first publication ) .
2. Liabilitiess.
Liabilitiess are what the concern owes to others. They include:
& # 183 ; Histories collectible ( money owed to others for ware and services purchased on recognition, but non paid for yet ) ,
& # 183 ; Accrued disbursals collectible ( disbursals the house owes that oasis & # 8217 ; t been paid ) ,
& # 183 ; Bonds collectible ( these represent money loaned to the house that it must pay back ) .
Liabilitiess are divided into two classs:
Current liabilities or duties that must be paid within one twelvemonth, such as histories collectible.
Long term liabilities or duties that will non be paid within one twelvemonth, such as bonds.
3. Owners & # 8217 ; equity.
It is assets minus liabilities. For exclusive owners, proprietors & # 8217 ; equity means the value of everything owned by the concern minus any liabilities of the proprietors ( for illustration, outstanding loans ) . For corporation, the proprietors & # 8217 ; equity history records the proprietors & # 8217 ; claims to financess they have invested in the house ( capital stock ) plus net incomes kept in the concern and non paid out in dividends ( maintained net incomes ) .
4. Grosss.
Grosss is the value of what is received for goods sold, services rendered, and from other beginnings. That includes gross revenues grosss, rental grosss, committees, royalties.
5. Expenses.
They are costs incurred in runing the concern, such as rent, public-service corporations, wages and rewards, insurance, publicizing etc.
Fiscal paperss
The two most of import fiscal statements are: the income statement and the balance sheet.
1. The income statement
is besides called net income and loss statement. It summarizes all the resources that came into the house from runing activities ( called gross ) , money resources that were used up ( called cost of goods sold and disbursals ) , and what resources were left after all costs and disbursals were incurred ( net income or net loss ) . It reports the consequences of operating over a peculiar period of clip.
2. The balance sheet
is the fiscal statement that reports the fiscal place of a house at a specific clip. The words “ balance sheet ” imply, that the study shows a balance, an equality between two figures. That is the balance sheet shows a balance between assets and liabilities plus proprietor & # 8217 ; s equity.
The expression Assets = Liabilities + Owners & # 8217 ; equity is the footing for the balance sheet.
On the balance sheet
