- •Череповецкий государственный университет
- •Кафедра экономики
- •Современный бизнес
- •Contents
- •Введение
- •Unit 1. The effects of demand and supply on business
- •1.1. Markets
- •Test Questions
- •Case study ‘Understanding the Market’
- •1.2. The Operation of Markets
- •If social costs exceed social benefits, the decision to produce a good or service makes society worse off even if the producers make a profit.
- •If social costs are less than social benefits, the decision to produce a good or service will make society better off. Test Questions
- •Case study ‘Record Industry’
- •1.3. The Effects of Government Policy on Markets
- •Indirect taxes
- •Test Questions
- •Unit 2. The competitiveness of a firm
- •2.1. The Performance of an Industry
- •International Trade
- •International comparisons
- •2.2. Government Action to Improve Competitiveness
- •2.3. Government Action and International Trade
- •2.4. Business Competitive Strategies
- •Test questions
- •Case Study
- •Unit 3. Business Organisations
- •3.1. Types of Business Organization
- •3.2. Organizational Structures
- •3.3. Factors Influencing the Organisational Structure
- •Internal factors
- •Test Questions
- •Case Study ‘Business Organisation & Structure’
- •Unit 4. Administrative systems
- •4.1. The Purpose of Administrative System
- •4.2. Administration Functions in Business
- •4.3. Evaluating Administrative Systems
- •4.4. Information Technology in Administration
- •Test Questions
- •Case Study ‘Satellite Supplies’
- •Unit 5. Communications Systems
- •5.1. Why Do Businesses Need Communications System?
- •5.2. The Objectives of Communication
- •5.3. Verbal Communication
- •Internal communications
- •5.5. Evaluating Communication Systems in Business
- •Test Questions
- •Case Study ‘Can You Communicate?’
- •Unit 6. Information Processing
- •6.1. The Purposes of Information Processing
- •6.2. Types of Information Processing Systems
- •Information Technology: positive and negative effects
- •6.3. Evaluating Information Processing Systems
- •Test Questions
- •Case Study “Information Technologies in Business”
- •Unit 7. The principles and functions of marketing
- •7.1. What is Marketing?
- •7.2. The Objectives of Marketing
- •7.3. Implementing the Marketing Mix
- •Test Questions
- •Unit 8. Market Research
- •8.1. What is Market Research?
- •8.2. Sources of Marketing Information
- •Information requirements
- •Internal sources
- •8.3. Primary Research
- •8.4. Market Changes
- •Information on sales
- •Test Questions
- •Case Study ‘Sun Rush’
- •4M Brits shrug off gloom in sun rush
- •Unit 9. Marketing Communications
- •9.1. Targeting an Audience
- •9.2. How to Reach a Target Audience
- •9.3. Product Performance
- •9.4. Guidelines and Controls on Marketing Communications
- •Test Questions
- •Case Study ‘Marketing Communication’
- •Unit 10. Customer Service and Sales Methods
- •10.1. ‘The Customer Is Always Right’
- •10.2. Placing the Product – Distribution
- •Indirect distribution via intermediaries
- •10.3. Closing the Sale
- •Test Questions
- •Case Study ‘Company Handbook’
- •Unit 11. Production
- •11.1. What is Production?
- •11.2. Just in Time Production and Total Quality Management
- •11.3. Improving the Productivity of Labour
- •11.4. Health and Safety at Work
- •11.5. Reducing Pollution from Production
- •In the working environment
- •In the natural environment
- •Test Questions
- •Case Study ‘Production and Productivity Consulting’
- •11.6. The Costs of Production
- •Identifying business costs
- •Indirect costs
- •Insurance
- •Variable costs
- •Test Questions
- •Case study ‘Waterhouse Waffles’
- •Unit 12. Pricing decisions and strategies
- •12.1. The Pricing Decision
- •12.2. Cost-Based Pricing
- •12.3. Market-Based Pricing
- •12.4. Competition-Based Pricing
- •12.5. Problems with Demand- and Competition-Based Pricing
- •Test Questions
- •Case Study ‘What Price Promotion?’
- •Unit 13. Monitoring business performance
- •13.1. Accounting for Business Control
- •13.2. Budgetary Control
- •Variance analysis
- •13.3. Ratio analysis
- •Test Questions
- •Case Study ‘Business Performance’
- •Unit 14. Preparing a business plan
- •14.1. What Is a Business Plan?
- •14.2. The Purposes of a Business Plan
- •14.3. Legal and Insurance Implications
- •Insurance
- •14.4. Business Resources
- •14.5. Potential Support for a Business Plan
- •Some review questions
- •Unit 15. Producing a Business Plan
- •15.1. Business Objectives and Timescales
- •15.2. The Marketing Plan
- •15.3. The Production Plan
- •15.4. The Financial Plan
- •15.5. Conclusion
- •Some Review Questions
- •Case Study ‘Business Plan’
Министерство образования и науки Российской Федерации
Федеральное государственное бюджетное образовательное учреждение высшего профессионального образования
Череповецкий государственный университет
Инженерно-экономический институт
Кафедра экономики
В.Е. Приходский
Современный бизнес
Учебное пособие на английском языке для студентов экономических и управленческих специальностей
Череповец
2012
УДК _______ Рассмотрено на заседании кафедры экономики,
протокол № ___ от «___»___________ 2009 г.
Одобрено УМС ЧГУ,
протокол № ___ от «___»___________ 2009 г.
Приходский В.Е. Профессиональный иностранный язык (английский). Часть 1: Современный бизнес. Учеб. пособие. – Череповец: ЧГУ, 2012. – 263 с. – ISBN ____________.
Учебное пособие предназначено для овладения будущими экономистами на английском языке основными понятиями современного бизнеса, а также практикой анализа, планирования, организации и мониторинга бизнеса.
Научный редактор: З.М. Магрупова, канд. экон. наук, доцент (ЧГУ)
Рецензенты: В.В. Шумихина, канд. филол. наук, доцент (ЧГУ);
С.В. Бойко, канд. филос. наук, проф. (ИНЖЕКОН)
© ГОУ ВПО «Череповецкий
государственный университет», 2009
ISBN ____________
Contents
ВВЕДЕНИЕ 7
UNIT 1. THE EFFECTS OF DEMAND AND SUPPLY ON BUSINESS 11
1.1. Markets 11
Test Questions 18
Case study ‘Understanding the Market’ 20
1.2. The Operation of Markets 22
Test Questions 30
Case study ‘Record Industry’ 32
1.3. The Effects of Government Policy on Markets 33
Test Questions 42
UNIT 2. THE COMPETITIVENESS OF A FIRM 46
2.1. The Performance of an Industry 46
2.2. Government Action to Improve Competitiveness 50
2.3. Government Action and International Trade 57
2.4. Business Competitive Strategies 59
Test questions 60
Case Study 62
Unit 3. Business Organisations 63
3.1. Types of Business Organization 63
3.2. Organizational Structures 71
3.3. Factors Influencing the Organisational Structure 76
Test Questions 78
Case Study ‘Business Organisation & Structure’ 80
UNIT 4. ADMINISTRATIVE SYSTEMS 81
4.1. The Purpose of Administrative System 81
4.2. Administration Functions in Business 83
4.3. Evaluating Administrative Systems 87
4.4. Information Technology in Administration 89
Test Questions 93
Case Study ‘Satellite Supplies’ 95
UNIT 5. Communications Systems 96
5.1. Why Do Businesses Need Communications System? 96
5.2. The Objectives of Communication 98
5.3. Verbal Communication 99
5.4. Non-Verbal Communication 100
5.5. Evaluating Communication Systems in Business 103
Test Questions 106
Case Study ‘Can You Communicate?’ 108
UNIT 6. Information Processing 109
6.1. The Purposes of Information Processing 109
6.2. Types of Information Processing Systems 110
6.3. Evaluating Information Processing Systems 115
Test Questions 117
Case Study “Information Technologies in Business” 119
UNIT 7. THE PRINCIPLES AND FUNCTIONS OF MARKETING 120
7.1. What is Marketing? 120
7.2. The Objectives of Marketing 123
7.3. Implementing the Marketing Mix 124
Test Questions 128
UNIT 8. Market Research 131
8.1. What is Market Research? 131
8.2. Sources of Marketing Information 133
8.3. Primary Research 135
8.4. Market Changes 139
Test Questions 140
Case Study ‘Sun Rush’ 142
UNIT 9. Marketing Communications 146
9.1. Targeting an Audience 146
9.2. How to Reach a Target Audience 149
9.3. Product Performance 152
9.4. Guidelines and Controls on Marketing Communications 155
Test Questions 156
Case Study ‘Marketing Communication’ 159
UNIT 10. Customer Service and Sales Methods 160
10.1. ‘The Customer Is Always Right’ 160
10.2. Placing the Product – Distribution 162
10.3. Closing the Sale 167
Test Questions 171
Case Study ‘Company Handbook’ 173
UNIT 11. PRODUCTION 175
11.1. What is Production? 175
11.2. Just in Time Production and Total Quality Management 180
11.3. Improving the Productivity of Labour 183
11.4. Health and Safety at Work 187
11.5. Reducing Pollution from Production 188
Test Questions 189
Case Study ‘Production and Productivity Consulting’ 191
11.6. The Costs of Production 192
Test Questions 199
Case study ‘Waterhouse Waffles’ 201
UNIT 12. PRICING DECISIONS AND STRATEGIES 203
12.1. The Pricing Decision 203
12.2. Cost-Based Pricing 205
12.3. Market-Based Pricing 209
12.4. Competition-Based Pricing 211
12.5. Problems with Demand- and Competition-Based Pricing 211
Test Questions 212
Case Study ‘What Price Promotion?’ 213
UNIT 13. MONITORING BUSINESS PERFORMANCE 215
13.1. Accounting for Business Control 215
13.2. Budgetary Control 219
13.3. Ratio analysis 222
Test Questions 229
Case Study ‘Business Performance’ 231
UNIT 14. PREPARING A BUSINESS PLAN 232
14.1. What Is a Business Plan? 232
14.2. The Purposes of a Business Plan 235
14.3. Legal and Insurance Implications 236
14.4. Business Resources 240
14.5. Potential Support for a Business Plan 246
Some review questions 248
UNIT 15. Producing a Business Plan 249
15.1. Business Objectives and Timescales 249
15.2. The Marketing Plan 251
15.3. The Production Plan 257
15.4. The Financial Plan 259
15.5. Conclusion 266
Some Review Questions 267
Case Study ‘Business Plan’ 267