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- 2. Business in a Introducción a los negocios Changing World en un mundo cambiante Capítulo 1 Dinámica de las empresas y la economía McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
- 3. “…pero si anoto mis objetivos a alguien se le ocurrirá una idea para que yo pueda alcanzarlos”. 1-3
- 4. Esencia de las empresas ¿Qué es una empresa? Son individuos u organizaciones que pretenden obtener una ganancia mediante la oferta de productos que satisfacen las necesidades de las personas. 1-4
- 5. Esencia de las empresas ¿Qué es un producto? Es un bien o servicio que posee características tangibles e intangibles que proporciona satisfacción y beneficios. 1-5
- 6. Productos Bienes y servicios Bienes Servicios Automóvil Tintorería Computadora Revelado de fotografías Barra de pan Consulta médica Televisión Actuación cinematográfica 1-6
- 7. Objetivo principal de las empresas Obtener una ganancia Es la diferencia entre el costo de fabricar o vender un producto y lo que un cliente paga por él. 1-7
- 8. Objetivo principal de las empresas Ganancia - Es la recompensa que obtienen las empresas por los riesgos que toman al ofrecer sus productos. 1-8
- 9. Organizaciones sin fines de lucro No todas las organizaciones son empresas Las organizaciones sin fines de lucro ofrecen bienes y servicios. 1-9
- 10. Manteniendo la rentabilidad Habilidades administrativas •Planeación •Organización •Control •Liderazgo Experiencia en marketing •Productos •Precios •Promoción •Distribución 1-10
- 11. Grupos de interés y el medio ambiente Son los clientes, los empleados, los inversionistas, las reguladoras gubernamentales, la comunidad y la sociedad. Es decir, son todos aquellos que poseen un interés centrado en los resultados y en el éxito de una empresa. Prácticas amigables con el medio ambiente Hewlett-Packard •Cummins, Inc. •Diversity Pipeline Alliance •Home Depot •U-Haul 1-11
- 12. Personas y actividades empresariales Administración – enfocada a los empleados •Coordinación de las actividades de los empleados •Organización de las personas para obtener eficiencia •Motivación de los empleados para conseguir los objetivos de la empresa Administración – producción y manufactura •Planeación de actividades •Organización del equipo de trabajo •Control de las tareas 1-12
- 13. Personas y actividades empresariales Marketing – enfocado a la satisfacción del cliente •Proporcionar productos que satisfagan las necesidades de los clientes •Determinar cuáles son los productos que los clientes necesitan •Planeación y desarrollo de productos •Fijación de precios •Selección de la ubicación Marketing y Promoción •Propaganda •Ventas personales •Promoción de ventas •Publicidad 1-13
- 14. Personas y actividades empresariales Finanzas – Responsabilidad principal de los propietarios •Obtención del dinero •Uso eficiente del dinero •Contadores, corredores de bolsa, banqueros 1-14
- 15. Por qué estudiar negocios •Desarrollo de las habilidades para el éxito profesional •Comprensión de las actividades empresariales •Importancia de la rentabilidad Impacto en los negocios •Compra de materias primas •Contratación de empleados •Atracción de capital •Creación de productos •Estimula la economía global 1-15
- 16. Fundamentos económicos de las empresas Distribución de los recursos para la producción de bienes y servicios en un sistema social. Recursos - •Naturales (tierra, bosques, minerales, agua) •Humanos (mano de obra) •Financieros (capital) 1-16
- 17. Sistemas económicos Tema central de la economía – • Cómo llenar la demanda ilimitada de bienes y servicios con un suministro limitado de recursos Tres preguntas importantes – 1. ¿Qué tipos y cantidades de bienes y servicios satisfarán las necesidades de los clientes? 2. ¿Cómo se producirán los bienes y servicios? ¿Quiénes los producirán? ¿Con cuáles recursos? 3. ¿Cómo se distribuyen los bienes y servicios consumers? 1-17
- 18. Sistemas económicos Comunismo: Karl Marx lo planteó por primera vez como una sociedad en la cual la gente, sin considerar su clase, es dueña de todos los recursos de la nación. Socialismo: El gobierno posee y maneja las industrias básicas, pero los individuos son dueños de la mayor parte de los negocios. Capitalismo: Libre empresa - Los individuos poseen y manejan la mayor parte de las empresas que ofrecen bienes y servicios. 1-18
- 19. Sistemas económicos Libre mercado - Todas las decisiones económicas son tomadas sin la intervención del gobierno (capitalismo puro). Hasta cierto punto, el gobierno interviene y regula las empresas (capitalismo modificado). Economías mixtas: Ningún país practica el capitalismo puro ni el socialismo puro. Los sistemas económicos contienen varios elementos que comprenden la intervención gubernamental. 1-19
- 20. Oferta y demanda Demanda - Número de bienes y servicios que adquieren los consumidores a un precio determinado en un momento específico. Oferta - Número de productos que las empresas venden a distintos precios en un momento determinado. 1-20
- 21. Esencia de la competencia Competencia pura – Muchas pequeñas empresas en el mismo mercado. Competencia monopólica – Pocas empresas con productos entre los cuales casi no hay diferencia. Oligopolio – Muy pocos negocios venden un producto. 1-21
- 22. Ciclos económicos y productividad Expansión económica – La economía crece y los consumidores gastan dinero. Contracción económica – Las compras disminuyen, hay recortes de personal y desaceleración económica. 1-22
- 23. Ciclos económicos •Inflación– Se caracteriza por el constante aumento de los precios. •Recesión– Descenso en la producción, los empleos y los ingresos. •Desempleo– Un porcentaje de la población desea trabajar pero no encuentra empleo. •Depresión–El desempleo es muy alto, el gasto de consumo es muy bajo y la producción de las empresas disminuye enormemente. 1-23
- 24. Ética y responsabilidad social La reputación de las empresas depende de sus ganancias, así como de su ética y su responsabilidad social. 1-24
Notas del editor
- In this first chapter we will examine the basic concepts of business, product and profit. We will identify the main participants and activities of business and explain why studying business is important. We will consider the four types of economic systems, and describe the role of supply, demand, and competition in the free enterprise system. Finally, we will explore the various ways that economists gauge the health of an economy.
- As we know, the primary goal of any business is to earn a profit. What does this mean? To gauge whether or not a business is earning a profit, the company determines the difference between what it costs to make and sell the product and the price that a customer will pay for it. When the price exceeds the business’ cost of producing and delivering it, the business earns a profit.
- Another way of looking at the concept of profit is to consider it as the reward for the risks that the business takes in providing products.
- Not all organizations are considered businesses. Nonprofit organizations such as Greenpeace and the Special Olympics, do not have the fundamental purpose of earning profits, although they may provide goods or services to clients.
- In order to ensure that a business remains profitable, it must have excellent management skills and a high level of marketing expertise. Ensuring sustained profitability requires a business to be focused on the quality of its products, maintaining efficient operations, and to be socially responsible and ensure that its employees practice sound business ethics.
- Today more than ever before, businesses are concerned about the environment and engage in environmentally friendly practices. Visit some of the companies on this slide by clicking on the company name to see examples of how different companies approach this important concern.
- Management involves coordinating employees’ actions to achieve the firm’s goals, organizing people to work well, and motivating them to achieve the company’s goals. The more effective management is, the more profitable and successful a business may be.
- The focus of all marketing efforts in a business is satisfying customers. Marketing includes all the activities designed to provide goods and services that satisfy consumers’ needs and wants. Research is conducted by marketers to determine what customers want. Marketing research provides information to help marketers develop new products, make pricing decisions about them, and where to sell them.
- Management and marketing deal with financial considerations of the business. However, financial resources and accountability are within the primary responsibility of the owners. The owners, of course, have the most to lose if the business fails to make a profit. Finance, as shown in this slide, refers to all of the activities concerned with obtaining money and using it effectively to pursue the goals of the business.
- This is an appropriate point in our discussion to ask a central question: “Why study business?” The answers include: helping you develop skills and acquire knowledge to prepare you for your future career. Studying business also help you better understand the many business activities that go in to providing satisfying goods and services. Ask yourself the next time you buy a CD why it has the price that it does. In other words, what does it cost to press the CD, to package it? To transport it? How much does the artist receive for her work? What about the store that is selling you the CD?
- Business is conducted within an economic environment that differs in various parts of the world. Economics studies how resources are distributed for the production of goods and services. There are various types of resources to consider including natural resources such as land, minerals, and water, human resources, and financial resources.
- An economic system is a description of how a particular society distributes its resources to produce goods and serves. A central issue of economics is not how to fulfill an unlimited demand for goods and services in a world with a limited supply of resources. The fact of the matter is that different economic systems attempt to resolve this central issue in numerous ways as we will soon discuss.
- Communism was first described by Karl Marx in the 19 th century. He defined communisms as a society in which the people, without regard to class, won all the nation’s resources. This is an ideal political economic system where everyone contributes according to their ability but receives benefits according to their needs. While there are no pure communistic economic systems in the world today, three countries still adhere to the ideology. These countries are China, North Korea, and Cuba.
- The two forms of capitalism are free market and modified capitalism. In the free market system, all economic decisions are made without government intervention. Sometimes this is called laissez faire capitalism because the government does not interfere in business. Modified capitalism differs from pure capitalism because the government intervenes and regulates business to some extent. Antitrust laws and the Federal Trade Commission are examples of the government’s role in the economy.
- Globally, there are many economies that are based on free enterprise including the United States, Japan, Australia, and Canada. Many socialist countries including China and Russia are applying more principles of free enterprise. The distribution of resources and products in a free enterprise system, is determined by supply and demand. Demand is the number of goods or services that consumers are willing to buy at different prices at a given time. Supply is the number of products that businesses are willing to sell at different prices at a specific time.
- Businesses compete or are rivals for consumers’ dollars. This competition is a vital element in the free enterprise system. Competition should improve the quality of goods and services available or reduce prices. There are four types of competitive environments within a free enterprise system. Pure competition exists when there are many small businesses competing by selling one standardized product such as a commodity like wheat or corn. There is little or no differentiation in product so prices are determined solely on the basis of supply and demand. In monopolistic competition, there are a small number of businesses competing. The differences in the products they sell is small such as aspirin, soft drinks and vacuum cleaners. In an oligopoly, there are very few businesses selling a product. Individual businesses have control over their products’ price because the business supplies a large portion of the products sold in the marketplace.
- As you know, economies are quite dynamic; they are not stagnant. They expand and they contract. When an economy is growing and people are spending more money, we have economic expansion. Purchase stimulate production which in turn stimulates employment and the economy grows and expands. When spending declines, businesses cut back and lay off workers and we experience economic contraction.
- Within economic cycles of expansion or contraction, changes may trigger negative reactions in the economy. Inflation may occur when prices continue to rise regardless of supply which can be harmful if individuals incomes do not rise accordingly. Recession is a decline in production, employment, and income. Recessions usually involve rising levels of unemployment which is measured as the percentage of the population that want to work but cannot find jobs. If left unchecked, a severe recession can lead to depression where unemployment is very high, consumer spending is low, and business output is greatly diminished.
- In the recent years, you have no doubt heard about a number of scandals in the business world. Companies such as Enron, WorldCom, Tyco, and Arthur Andersen are probably familiar to you. In many cases, misconduct by individuals within the firm had an adverse effect on employees, investors, and other stakeholders of these firms. Today, a significant part of the overall profitability and success of a company is based on its reputation for practicing sound ethics and being socially responsible. In a later chapter we will return to the importance of this topic.