Public Relations and Customer Services

Public Relations (PR) is sometimes a separate department outside the marketing function. PR can be defined as the attempt to present an acceptable and favorable image of the company to the general public. This can be done in a number of possible ways: advertising, sponsorship, involvement in charity work, exhibitions and trade fairs, press releases and conferences.

Customer Service is slightly different from PR in the sense that the company here is concerned with keeping the customer happy and satisfied. Areas that are important in good customer relations include: servicing and repair, after-sales service (installation, maintenance and spare parts), guarantees, enquiries and complaints. Having sold a product to the customer, Service Department must see that the consumer is content with the product. A dissatisfied consumer may be later sale lost and bad publicity.

 

THE FINANCIAL OBJECTIVES OF THE BUSINESS

 

Finance is central to the operation of any business. More or less every activity a business undertakes will require some form of funding. Finance is needed to rent or buy premises, to purchase capital equipment, to hire labour and to obtain raw materials. Therefore, without finance a new business could not be set up and an existing business could not continue to function.

The most important objectives of any business are:

Survival. This is the most fundamental objective of all businesses. In order to ensure survival there must be enough money flowing into the business to finance the necessary day-to-day expenditure, e.g. purchasing raw materials, paying employees' wages and so on. This type of expenditure is current expenditure and will normally be financed from current income, that is the money generated from the sale of the business's goods or services.

Growth and Development. While survival is the fundamental short-run objective of the business, in the long run businesses are concerned with growth and development. Old machinery must be replaced with more modern technology to maintain and increase efficiency in order for the company to remain competitive. Growth allows the firm to diversify its product range and open up new markets. With growth come the benefits of economies of scale and a more secure position in the market. To pursue these objectives the business requires capital finance.

Survival and growth and development are obviously closely related. A business, which does not develop and grow, will encounter problems in the long run in maintaining its market share and its survival may be threatened. These objectives determine how a business uses financial resources, often referred to as a business's application of funds.

Sources of Funds

Closely related to how money is used by a business is how it is obtained, i.e. the various sources of funds. Sources and application of funds are closely related because generally the most important factor in deciding the method of obtaining the finance is the reason the finance is required. Sources of funds can also be summarized under two broad headings.

Internal Finance. This refers to the money a business generates from its own assets. Internal finance can be obtained from the following sources:

1. Careful management of the business's income and expenditure. This is known as the cash flow of the business. It needs to be carefully monitored to ensure there is enough money flowing into the business to meet current commitments.

2. The profits from the previous trading activities of the business. Some of the profits will be distributed to the owners of the business as a return on their investment. However, it is usual to reinvest part of the profits in order to allow the business to expand. Reinvestment is a very important source of finance for capital expenditures.

3. The sale of the business's assets. Often the finance required for new assets can be partly obtained by selling older equipment. The business may also sell assets to a third party under an agreement, which allows the assets to be retained in return for an agreed rental. This sale and lease back generates finance for the purchase of new assets at the cost of increasing the businesses current expenditure.

External Finance. External finance refers to the injection of funds from outside the business. Essentially this type of finance can be obtained from two sources.

1. Borrowing money. All businesses borrow in order to finance a whole range of business activity. Materials can be bought on credit to help finance current expenditure and loans are obtained from many sources to help purchase new assets.

2. Extending ownership. This means attracting finance from people outside the business who are prepared to invest in its future. However, in the long run the business will have to make enough profit to give a return on this investment or the investors are likely to wish to withdraw their money and invest it elsewhere.

Therefore, financial decisions are concerned with both sources of funds and the application of these funds. In larger businesses this financial planning and decision making is the responsibility of the Finance Department.

The staff employed in the Finance Department under the guidance of Finance Director are concerned with three principal tasks:

• Monitoring when the money is coming in and going out.

• Monitoring where it is coming from and going to.

• Monitoring how much is following backwards and forwards.

These various tasks are carried out by Financial Accountants, Management Accountants, Financial Analysts, who are responsible for preparing the financial accounts of the business, budgeting and giving advice on the advisability of new investment proposals.

In order to undertake these functions effectively, accurate and up-to-date financial information is needed. Therefore the collection, presentation and evaluation of financial data are central to the work of the department.

 

application of funds	использование денежных средств
borrowingn	ссуда; заем; кредит
budgetingn	составление сметы; составление бюджета
business's assets	корпоративные/общие средства, активы корпорации
capital expenditures	капиталовложения
capital finance	основной капитал
cash flow	движение денежной наличности
current expenditure	текущий расход
current income	текущий доход
developmentn	развитие, расширение
economies of scale	экономия, обусловленная ростом масштабов производства
encounter	наталкиваться (на трудности и т. п.), столкнуться (с трудностями)
external finance	внешнее финансирование, внешние источники финансирования
financen	финансы (деньги или другие ликвидные ресурсы); доходы; финансовая система; финансовое дело; финансирование
financev	ассигновать, финансировать, выделять средства, вкладывать деньги; заниматься финансовыми операциями
financial account	финансовый счет; финансовый отчет
financial resources	денежные ресурсы
fundn	фонд, капитал
fundingn	субсидирование, финансирование
growthn	развитие, рост
in return for	в оплату за
injection of funds	вложение капитала
internal finance	внутреннее финансирование
loann	заем, ссуда
meet commitments	выполнять обязательства
monitorv	осуществлять текущий контроль
premisesn pl	недвижимость, здание с прилегающими постройками и участком земли
reinvestv	реинвестировать, снова помещать (капитал); снова инвестировать
reinvestmentn	повторное инвестирование
rentaln	сумма арендной платы; рентный доход
return on investment	прибыль на инвестированный капитал
sale and lease back	продажа и обратная аренда (продажа оборудования с условием получения его обратно в аренду на определенный срок)
short-run objectives	краткосрочные цели
sources of funds	источники капитала
survivaln	выживание
trading activities	торговая деятельность
wagesn	заработок, доход, вознаграждение
withdraw	брать назад