Учебно-методический комплекс дисциплины «иностранный язык (профессиональный)»
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Activities 1. Speak about how to follow a process 2. Describe Exit Strategy 3. Give distinguishing characteristic of Exit Strategy. 4. Name all advantages of a Business Plan Project: Feedback 1. Are you looking for a way to speed up the process of learning about business and business insurance? If so, try this project. 2. From businesses you currently do business with, choose three individuals with whom you have a good relationship. Go to those three people and explain that you are interested in business insurance and that you would like to discuss ideas you will be studying. Key Terms and Concepts. sole proprietorship, general partnership, limited partnership, family limited partnership, professional partnership, C corporation, closely held corporation, S corporation, personal service corporation, professional corporation, limited liability, company, alternative minimum tax Review Questions according to lectures 1 - 6. 1. List the distinguishing characteristics of sole proprietorships. 2. Explain the differences between a general partnership and a limited partnership. 3. Name three ways in which closely held C corporations can be distinguished from publicly held C corporations. 4. Compare the federal income taxation of an S corporation with that of a partnership. 5. List three characteristics of limited liability companies. 6. Look at the chart "Comparison of Five Types of Business Organization." a. What is the federal income tax status of C corporations? b. What is the length of life of a C corporation? c. What is the length of life for an S corporation? 7. What are the 10 forms of business in the United States? 8. Is it legal for a business to change from its initial form? For example, can a partnership become a C corporation? Briefly explain your answer. 9. Which of the 10 forms of business pays federal income tax? 10. Compare the advantages and disadvantages of a general partnership and closely held C corporation for small business owners. Self Test Questions Instructions: Answer the following questions to test your knowledge. There are 10 questions. Circle the correct answer, then check your answers with the answer key in the back of the book. 11. Which of the following statements about sole proprietorships is true? (A) The sole proprietorship form is advantageous for small firms; incorporation is advisable in any case where the business is large enough to qualify for a charter. (B) Operations are more restricted than in the case of a limited partnership. (C) Sole proprietors are not eligible for qualified retirement plans. (D) The sole proprietor’s financial liability is unlimited and unshared. 12. An S Corporation is (A) a corporation which is taxed like an unincorporated business (B) any business which elects to have earnings taxed as a distribution of dividends (C) a subsidiary corporation with a nonprofit tax status (D) normally owned by 90 or more stockholders 13.Which of the following is characteristic of limited liability companies? (A) They are taxed as corporations. (B) They allow only one class of ownership. (C) Members cannot be active in the management of the business. (D) They have no restrictions on foreign ownership. 14. A joint venture most closely resembles (A) a partnership (B) an S corporation (C) a sole proprietorship (D) a professional corporation 15. Which of the following is true with regard to a limited partnership? (A) The income is taxed at corporate levels. (B) Both limited and general partners enjoy limited liability equal to their capital contributions. (C) The partnership interest of the limited partner can be reached by any of his or her creditors. (D) Upon dissolution of the partnership, the general partner has priority in obtaining any assets before the limited partners are paid. 16. A professional corporation differs from other closely held corporations in which of the following ways? (A) There may be only 35 stockholders in a professional corporation. (B) A professional corporation is taxed at special lower income tax rates. (C) Ownership is limited to licensed practitioners in a given profession (D) A buy-sell agreement is not needed with professional corporation. 17. Which of the following is (are) a true statement regarding federal taxation as it applies to corporations? I. Dividends are paid out of profits that have already been taxed as corporate income. II. All undistributed earnings are taxed at capital gains rates. (A) I only (B) II only (C) Both I and II (D) Neither I nor II 18. Which of the following statement about partnerships is correct? I. Each partner must obtain the consent of all other partners for each business transaction. II. Each partner can sell his or her interest to a third party without the consent of the other partners. (A) I only (B) II only (C) Both I and II (D) Neither I nor II Read the Following Directions before Continuing The questions below differ from the preceding questions in that they all contain the word EXCEPT. So you understand fully the basis used in selecting each answer, be sure to read each question carefully. All of the following are characteristics of the corporate form of business EXCEPT unlimited life, lack of transferability, limited liability ,centralized management All of the following statements about partnerships are correct EXCEPT (A) In a general partnership, the partners bear personal liability for the firm’s obligations. (B) A general partnership is essentially two or more individuals operating a business for profit. (C) A partnership can be incorporated or unincorporated depending on the number of partners. (D) A limited partnership is simply an unincorporated organization with at least one general and one limited partner. Theme VII: What is Marketing? Lecture 7. Learning Objectives: An understanding of the material in this lecture should enable the student to 1. Give the definition of marketing. 2. Understand of the tool. 3. Give the definition of the 4Ps. 4. Give the definition of the Product 5. Give the definition of the Place. 6. Give the definition of the Price. 7. Give the definition of the Promotion. 8. Use the 4Ps marketing mix model. The definition that many marketers learn as they start out in the industry is: putting the right product in the right place, at the right price, at the right time. Marketing includes all the business activities connected with the movement of goods and services from producers to consumers. Sometimes it is called distribution. On the one hand, marketing is made up of such activities as transporting, storing and selling goods, on the other, a series of decisions you make during the process of moving goods from producer to user. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and marketing research. The ability to recognize early trends is very important. Producers must know why, where, for what purpose the consumers buy. Market research gets information about consumer preferences and the demand for new products and helps the produces to predict what people will want. And through advertising he attempts to influence the consumer to buy. Marketing operations are very expensive. They take up more than half of consumer’s dollar. Wholesaling is a part of the marketing system. It provides channels of distribution which helps to bring goods to the market. Wholesaling is often a field of a small business, but there is a growing chain movement. Wholesalers simplify the process of distribution. For example, the average supermarket stocks 5000 items in groceries alone. As a wholesaler handles a large assortment of items from numerous manufacturers he reduces the problem of both manufacturer and retailer. Retailing is selling goods to the ultimate consumer. Thus, the retailer is the most expensive link in the chain of distribution. Being the middlemen, they make their profit by charging the consumer 25 to 100 per cent more than the price they paid for the item. The retailer performs many necessary functions. First, he may provide a convenient location. Second, he often guarantees and services the merchandise he sells. Third, the retailer helps to promote the product through displays, advertising or sales people. Fourth, the retailer can finance the customer by extending credit. The trend in the USA has been to high mass consumption. The construction of good shopping centers has made goods available to consumers. It provided a wide range of merchandise and plenty of parking facilities. It's simple! You just need to create a product that a particular group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made! There's a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time. But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap; or publishing a textbook after the start of the new school year, or selling an item at a price that's too high – or too low – to attract the people you're targeting. The marketing strategies of determining product, price, placement, and promotion are not planned in isolation. Marketing analysts often look at a combination of these four factors. This combination of the four P’s is known as the marketing mix. The elements of the marketing mix focus on the consumer. In order to develop a successful marketing mix, researchers first ask two important questions: Who is going to buy the product? What is the potential to sell this product? The group of customers or consumers who will probably buy the product is known as the target market. The company directs its marketing efforts toward this group of potential customers who form the target market. Once market researchers have determined the target market they wish to appeal to the company can develop an appropriate mix of product, price, placement, and promotion. The company attempts to match consumer needs or mold consumer desires to the product being offered. For example, if the target market is middleclass teenagers, the marketing mix might consist of the following: Product: blue jeans Price: with the market Placement: department store Promotion/ advertisements on a “pop music” radio station A successful marketing mix depends on the knowledge about consumers and their buying habits, gained through market research as well as correct identification of the target market. Strategies of product, price, placement, and promotion are blended in order to reach a chosen group of consumers. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistakes. Understanding the Tool The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing. "Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps is one way – probably the best-known way – of defining the marketing mix, and was first expressed in 1960 by E J McCarthy. The 4Ps are: Buying, selling, market research, transportation, storage, advertising – these are all part of the complex area of business known as marketing. In simple terms, marketing means the movement of goods and services from manufacturer to customer in order to satisfy the customer and to achieve the company’s objectives. Marketing can be divided into four main elements that are popularly known as the four P’s: Product (or Service) Price Placement Promotion Each one plays a vital role in the success or failure of marketing operation A good way to understand the 4 Ps is by the questions that you need to ask to define you marketing mix. Here are some questions that will help you understand and define each of the four elements: Product/Service What does the customer want from the product/service? What needs does it satisfy? What features does it have to meet these needs? Are there any features you've missed out? Are you including costly features that the customer won't actually use? How and where will the customer use it? What does it look like? How will customers experience it? What size(s), color(s), and so on, should it be? What is it to be called? How is it branded? How is it differentiated versus your competitors? What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below). The product element of marketing refers to the goods or service that a company wants to sell. This often involves research and development (R & D) of a new product, research of the potential market, testing of the product to insure quality, and then introduction to the market. Price Are there established price points for products or services in this area? Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small increase be indiscernible, and so gain you extra profit margin? What discounts should be offered to trade customers, or to other specific segments of your market? How will your price compare with your competitors? A company next considers the price to charge for its product. There are three pricing options the company may take: above, with, or below the prices that its competitors are charging. For a example, if the average price if a pair of women’s leather shoes is $47, a company that charges $43 has priced below the market; a company that charges $53 has priced above the market. Most companies price with the market, selling their goods or services for average prices established by major producers in the industry. The producers who establish these prices are known as price leaders. All products and all services have prices. The price depends on different thing such as credit terms, delivery, trade-in-allowance, guarantees, quality and other forms of service, which price can produce the biggest profit during a long period of time. It is hardly possible to determine such a price. The price may be too high to produce a large volume or too low to cover costs. No other area of marketing operations has been a subject to bad practice. Many businesses pursue unsound price policies for long periods of time and not aware about it. Prices can be determined in different ways. For example, the prices of meat, cotton and other agricultural prices can be decided in large central markets where forces of supply and demand exist. This is pure price competition. The prices on industrial products (iron, steel etc.) are usually decided by large number of buyers is controlled by a few competing sellers. Prices also can be set by government, usually for different public serviced- railroads, electricity, manufactured gas, bus services, etc. If demand increases, prices rise, profit expands and new investment is attracted. But other factors may be involved as well. Prices are related to each other in different ways. Ultimately, everything is related in price, since the consumer can buy and must pay for everything out of a a particular, limited amount of money. Place Where do buyers look for your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue? How can you access the right distribution channels? Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalogue companies? What do you competitors do, and how can you learn from that and/or differentiate? The third element of the marketing process – placement – involves getting the product to the customer. This takes place through the channels of distribution. A common channel of distribution is: manufacturer – wholesaler – retailer- customer Wholesalers generally sell large quantities of a product to retailers, and retailers, usually smaller quantities to customers. Promotion It can be difficult to decide the best way to advertise your product or service. Different media have their own advantages and disadvantages. Where and when can you get across your marketing messages to your target market? Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mail shot? Through PR? On the Internet? When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions? How do your competitors do their promotions? And how does that influence your choice of promotional activity? Finally, communication about the product takes place between buyer and seller. This communication between buyer and seller is known as promotion. There are two major ways of promotion occurs: through personal selling, as in a department store; and through advertising, as in a newspaper or a magazine. The four elements of marketing - product, price, placement, and promotion - work together to develop a successful marketing operation that satisfies customers and achieves the company’s objectives. The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions we have listed above are key, they are just a subset of the detailed probing that may be required to optimize your marketing mix. Amongst the other marketing mix models have been developed over the years is Boom and Bitner's 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions. Another marketing mix approach is Lauterborn's 4Cs, which presents the elements of the marketing mix from the buyer's, rather than the seller's, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). In this article, we focus on the 4Ps model as it is the most well-recognized, and contains the core elements of a good marketing mix. Using the 4Ps Marketing Mix Model The marketing mix model can be used to help you decide how to take a new offer to market. It can also be used to test your existing marketing strategy. Whether you are considering a new or existing offer, follow the steps below help you define and improve your marketing mix. The marketing strategies of determining product, price, placement, and promotion are not planned in isolation. Marketing analysts often look at a combination of these four factors. This combination of the four P’s is known as the marketing mix. The elements of the marketing mix focus on the consumer. In order to develop a successful marketing mix, researchers first ask two important questions: Who is going to buy the product? What is the potential to sell this product? Start by identifying the product or service that you want to analyze. Now go through and answer the 4Ps questions – as defined in detail above. Try asking "why" and "what if" questions too, to challenge your offer. For example, ask why your target audience needs a particular feature. What if you drop your price by 5%? What if you offer more colors? Why sell through wholesalers rather than direct channels? What if you improve PR rather than rely on TV advertising? Tip: Check through your answers to make sure they are based on sound knowledge and facts. If there are doubts about your assumptions, identify any market research, or facts and figures that you may need to gather. Once you have a well-defined marketing mix, try "testing" the overall offer from the customer's perspective, by asking customer focused questions: Does it meet their needs? (product) Will they find it where they shop? (place) Will they consider it's priced favorably? (price) And will the marketing communications reach them? (promotion) Keep on asking questions and making changes to your mix until you are satisfied that you have optimized your marketing mix; given the information and facts and figures you have available. Review you marketing mix regularly, as some elements will need to change as the product or service, and its market, grow, mature and adapt in an ever-changing competitive environment. A successful marketing mix depends on the knowledge about consumers and their buying habits, gained through market research as well as correct identification of the target market. Strategies of product, price, placement, and promotion are blended in order to reach a chosen group of consumers. Key Points: The marketing mix helps you define the marketing elements for successfully positioning your market offer. One of the best known models is the Four Ps, which helps you define your marketing options in terms of product, place, price and promotion. Use the model when you are planning a new venture, or evaluating an existing offer, to optimize the impact with your target market. |
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