- •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’
Test Questions
1. |
Which of the following is not an objective of marketing? |
A. |
Reducing production costs |
B. |
Market penetration |
C. |
Maintaining market share |
D. |
Influencing consumers’ buying choices |
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Questions 2 – 4 share the following answer options: |
A. |
Offering differentiated products and marketing activities to different groups of consumers |
B. |
Using the same marketing mix on the total population |
C. |
Concentrating on product development only |
D. |
Concentrating the marketing mix on a small niche market |
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Which of the above approaches to the marketing mix is most likely to be used by each of the following business organisations? |
2. |
A producer of medical equipment |
3. |
A small company producing designer clothing |
4. |
A large manufacturer of cheese and butter products |
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5. |
A firm that is product-orientated is most likely to: |
A. |
Aim to maximise sales |
B. |
Undertake extensive market research |
C. |
Produce highly innovative products |
D. |
Practice mass marketing |
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Questions 6 – 8 share the following answer options. |
A. |
New packaging |
B. |
A new advertising campaign |
C. |
A new consumer phone line and help desk |
D. |
A new company logo |
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Which of the above marketing activities could help achieve the following objectives? |
6. |
Satisfying customer requirements |
7. |
Increasing market share |
8. |
Improving corporate image |
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9. |
Which of the following is not an element of the marketing mix? |
A. |
Product |
B. |
Price |
C. |
Personnel |
D. |
Promotion |
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Questions 10 – 12 share the following answer options: |
A. |
Distributing video films and compact discs through supermarkets |
B. |
Cutting price below costs to compete with new firms |
C. |
Investigating trends in consumer spending from published data |
D. |
Developing multimedia software for computers |
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Which of the above would satisfy the following marketing principles? |
10. |
Utilising technological developments |
11. |
Using data from published sources on trends consumer spending |
12. |
Generating revenues |
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13. |
Answer the following questions:
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14. |
Answer the following questions:
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15. |
Answer the following questions:
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16. |
‘Effective marketing means that firms must consider every aspect of the business from the perspective of the customer.’ Explain the meaning of this statement and use examples of how the marketing mix (product, place, promotion, and price) can be used effectively. |