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1. Маркетинг связан с движением товаров и услуг от произво­дителя к потребителю. 2. Цель маркетинга — удовлетворить кли­ента и выполнить задачи своей фирмы. 3. Четыре элемента — то­вар, цена, размещение и промоушн составляют основу маркетинга. 4. Выбор целевого рынка и маркетинговой стратегии важен на первом этапе. 5. Фирма может устанавливать цены на уровне, ниже и выше среднего уровня цен на рынке. 6. Обычный канал сбыта включает движение товара от производителя к оптовику, далее к розничному торговцу и, наконец, к потребителю. 7. Про­цесс передачи информации от продавца к покупателю называется промоушн. 8. Различают платную и бесплатную рекламу. 9. Оба составляющих маркетинга — покупатель и продавец — должны быть удовлетворены. 10. В ходе маркетинговых операций созда­ется прибыль.

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Financing a Company

Let us take an example. The Smiths were planning to start up a small retail business. Before making the final decision, they looked at the amount of personal capital they had to invest. The remaining funds they would have to finance through various short-term and long-term arrangements. Another consideration was the type of equipment they would have to purchase initially. Similarly, the Smiths evaluated the costs of inventory, employee salaries and benefits, and other general expenses. After reviewing all these factors, the Smiths decided to open their business.

So, when going into business money is one of the most important factors. Without sufficient funds a company cannot begin operations. The money needed to start and continue operating a business is known as capital. A new business needs capital not only for ongoing expenses but also for purchasing necessary assets. These assets — inventories, equipment, buildings, and property — represent an investment of capital in the new business. Capital is also needed for salaries, credit extension to customers, advertising, insurance, and many other day-to-day operations. In addition, financing is essential for growth and expansion of a company. Because of competition in the market, capital needs to be invested in developing new product lines and production techniques and in acquiring assets for future expansion.

How this new company obtains and uses money will, in large measure, determine its success. The process of managing this acquired capital is known as financial management. In general, finance is securing and utilizing capital to start up, operate, and expand a company. In financing business operations and expansion, a business uses both short-term and long-term capital. A company utilizes short-term capital to pay for salaries and office expenses that last a relatively short period of time. On the other hand, a company seeks long-term financing to pay for new assets that are expected to last many years. When a company obtains capital from external sources, the financing can be either on a short-term or a long-term arrangement. Generally, short-term financing must be repaid in less than one year, while long-term financing can be repaid over a longer period of time.

Finance involves the securing of funds for all phases of business operations. In attracting and using this Capital, the decisions made by managers affect the overall financial success of a company.

 

Ответьте на вопросы.

1. What does a new business need to start operations?

2. What is capital?

3. Why does a company need capital?

4. Give the definition of finance.

5. What is the difference between short-term and long-term financing?

 

 

СРС 9

Напишите производные глаголов согласно предложен­ной схеме. Первый дан как образец.

 

Глагол	Существительное			Прилагательное/ причастие
Acquire	acquiring, acquisition			acquired
Utilize
Finance
Глагол		Существительное	Прилагательное/ причастие