- •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’
Information Technology: positive and negative effects
The introduction of new technology to assist in the processing of information has had the following impacts on business:
Increased speed (and productivity). Information technology can perform mundane repetitive tasks, such as ordering and filing information in a fraction of the time it would take under a manual system. In theory this can free up staff to undertake more creative work. In practice, it may lead to job losses.
Wider access to information. In the past, staff wishing to share information stored in different departments would have to request a copy of the information on paper. This could take time if another person was already using it. With a computerised system, authorised staff can access useful information from other departments across the firm, or even information from other organisations, simply by calling it up on a networked computer. Furthermore, the information can be imported into a variety of computer applications and be subjected to further processing if need be.
Improved communications. Computerised information processing systems mean that firms can be immediately and constantly in touch with their markets and branches world-wide. The use of Information Technology means that information can be shared more easily among those who need it and decisions can be made more quickly.
Cost reductions and improved accuracy. The cost of computer hardware and software has fallen rapidly over time as technology has improved and sales increased, making mass-production possible. However, purchasing the hardware and software needed to set up even a small network still involves a significant cost, and business managers need to weigh the costs against the expected benefits. The rapid growth in the use of computerised information processing suggests that, for most firms, the long-term benefits of quick access to accurate information which is capable of further processing more than outweigh the short-term costs of purchase. Computerised information processing systems will also allow employees greater flexibility in their work, and provide them with the information needed to innovate and develop better products and services for customers. Technological improvements such as voice recognition and generation software, Braille printers and a host of other software has also enabled blind people and others with disabilities to gain access to more information. Accuracy is also likely to be improved because networked computers allow managers to monitor very closely the quantity and quality of work produced by employees in a way which has never been possible before.
Training and health & safety implications. Information processing systems based on new technology require staff to be trained with the skills to operate the technology efficiently. A firm that fails to provide employees with sufficient training will find that their new computer system may be less efficient than their old manual systems, simply because staff cannot use it efficiently. New technology can bring significant benefits. However, if not introduced properly, it can lead to increased stress among employees, ill health, and lower productivity. Any large-scale change in working practices is stressful, and some staff will cope better than others. Careful management of the process can assist the introduction of new technology. An increasing number of computer users are complaining of repetitive strain injury (RSI) – disorders in the joints and muscles in the fingers, hands and arms, caused by repeated actions in using the keyboard, or by sitting in a particular way. To overcome this, many firms now issue guidelines on how long staff should work at a computer screen without a break, and provide anti-glare screens to fit over monitors to protect users’ eyesight. Some manufacturers are also re-designing keyboards which have for a long time been based on the so-called QWERTY layout of old typewriters. For example, Apple Macintosh and a number of other companies have produced alternative keyboards with keys arranged in a broad circle around the outstretched hand of the user.