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