- •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’
2.3. Government Action and International Trade
Trade Policy
Markets are becoming increasingly global as real incomes rise in countries all over the world. Businesses will be unable to keep pace with international competitors without easy access to overseas markets. Eliminating barriers to free trade and cross-border investment will increase business and consumer choice, and reduce the cost of goods and services.
International trade policy operates within the General Agreement on Tariffs and Trade (GATT), now being taken further in the new World Trade Organisation (WTO).
GATT was established by 23 countries in 1947 with the aim of negotiating mutual reductions in tariffs and restrictions to free trade. GATT membership has now grown to over 150 countries. The latest round of negotiations, which started in 1986 in Uruguay, concluded on 11 December 1993 with the signing of an historic agreement in Switzerland between participating members. Its 28 separate accords extended fair trade rules for the first time to agriculture, textiles, services, intellectual property, and foreign investment. Member countries have agreed to cut tariffs on industrial products by a third.
A newly created World Trade Organisation will oversee the implementation of the GATT Uruguay round agreements and continue to promote open markets in international trade.
The European Union
The European Community (EC) began in 1958 when six countries – West Germany, Italy, France, Belgium, the Netherlands, and Luxembourg – signed the Treaty of Rome, committing themselves to the formation of common market.
By 1993, the UK, Spain, Portugal, Greece, Eire, and Denmark had also joined, making a total of 12 member states (the ‘EU12’) and forming market of over 350 million people.
On 1 January 1995, the number of EC countries increased to 15, as Austria, Finland, and Sweden became full members. Turkey and Cyprus have also applied for membership, with many more considering joining, such as the former communist countries of Poland and Hungary. Since February 1992 the EC has become known as the European Union (EU).
EU objectives
The EU has a number of broad objectives which will dramatically alter the way in which people live and conduct business.
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To form a customs union. The EU to be a customs union whereby:
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Participating members agree not to place tariffs on goods and services imported from other EU member countries
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EC member countries establish a common external tariff on all goods imported from non-EU countries. The common external tariff is designed to protect business and jobs in the EU from cheap imports from outside the EU. A tariff is simply a tax on imports imposed by the importing country to reduce domestic demand for foreign goods. Tariff rates applied to the price of imported goods and services have to be the same in each EU country. If the UK applied a 20% tariff to the price of imports from non EU countries, while France only applied a 10% tariff, a Japanese firm exporting to the UK could first export their products to France and then ship them to the UK without incurring extra tax.
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To encourage freedom of movement. In addition to the removal of tariffs between member countries, the EU aims to remove all barriers to the free movement of goods and services, capital, and people across EU borders. People in the EU should be free to live and work in any member state and be entitled to the same conditions of employment, health care, and social security benefits as anyone else in their chosen member country.
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To establish a Single European Market. Although the customs union had been in existence for 30 years, many nontariff barriers to trade remained between EU member countries. The Single European Market Act 1986 set an agenda and timetable for the removal of all other barriers to trade and the free movement of goods, services, capital, and people. The Single European Market (or internal market) came into force at midnight 1 January 1993. Member states are now actively working towards the removal of such barriers to movement and free trade as:
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Frontier checks at custom posts
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Cumbersome importing documentation designed to raise importing costs
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Differential national product and safety standards
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The application of separate – and sometimes unnecessary – health checks
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Major differences in indirect taxation, such as rates of value added tax, excise duties and duty-free allowances.
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To create economic and monetary union. The European Union (EU) was formally agreed on 7 February 1992, when individual member governments signed the Maastricht Treaty. The main focus of the agreement was the creation of a framework for European Economic and Monetary Union (EMU), involving the creation of a single currency and common economic policy by 1 January 1999.