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In 1957, the
Treaty of Rome was signed by six countries:
With the
Maastricht Treaty (EU Treaty, Feb 1992) the EEC was develop into a political
union, the European Union. The Treaty implied a large shift in power from
national governments to the European Parliament. It fixed a standard tax rates
across the EU, the setting up of a centralised banking system, the
standardisation of labour laws and workers' rights. The EU would become a
Single Market without trading restrictions between the member countries. The
existing barriers: physical (national frontiers), technical and financial were
delete. The EU is now the largest single trading unit in the world, with many
states. In 1994
European Council is made up of the different heads of the states of the member countries; they meets at least twice a year and discuss the EU policy.
European Commission that ensures that the rules of common market are
sustained, it can impose fines and can negotiates trade agreement with the
extra-community countries. It is in
European Parliament which is in
European Council of Ministers takes decisions, based on the proposal of the Commission.
Court of Justice which ensures that common European law is observed.
Court of Auditors which regulates the EU's financial management
One market, one currency
The major financial barrier to be overcome on the way to a single market was the instability brought about by uncertain international exchange rates. The Maastricht Treaty aimed to bring about monetary union in the EU - the replacement of individual national currencies with a single EU currency: the euro.
The European Monetary System (EMS) which sought to bring long-term stability to market condition had already been in place since 1979. The treaty decided to further this process with the setting up of the ERM (Exchange Rates Mechanism), which would be to reduce risks for importers and exporters who would no longer have to gamble on the currency exchanges. The 1st January 1994 was the date for the beginning of the transaction towards full European Monetary Union (EMU) and a single currency for the whole of the European Union. The introduction of the currency was effected by 1st Jan 1999. Now Euro is only used by governments, banks and firms. For banknotes and coins we will be wait until 1st Jan 2002 and on 1st April 2002 the Euro will be the only legal currency of the United Europe
Advertising: this is the practice of drawing the attention of old and new customer to our products in the hope that this will increase sales of those products. We can do this either by just giving the plain facts about our products, or by using more persuasive techniques.
The most difficult task for the advertiser is to make sure that consumers remember the message of his adverts.
We have 3 types of messages:
Persuasive adv. is to create the desire to buy a product;
Informative adv. is to supply information in the public interest;
Competitive adv. is to encourage the public to buy a brand of product rather than one of its rival.
Marketing: This is the practice of defining, anticipating and satisfying your customers' demands. In order to survive in a competitive business world, you need to be able to identify your customers' present and future needs, and to provide the goods and services that can fulfil these needs.
The Market Research aim to gather information (quality and quantity data) from existing and potential customers, to determining customer profiles.
Advertising is used both to increase the sales of an existing product by attracting new customers to it, and also to promote new products and services.
Television is the most powerful form of advertising; radio; press can reach large numbers of people in specific geographical areas, and groups of people; and direct mail are the methods of advertising.
Billboards, leaflet, door to door, newspaper, tv, radio, e-mail, banner, posters are ways to advertise a product.
Trade fairs are good opportunities for business to make new contacts and generate new sales. At a trade fair, different businesses are invited to hire stands and to promote their goods and services at an organised convention. Other parties interested in the same area of business are invited to visit the stand and to attend the organised events. The visitor to a trade fair has the opportunity to approach new suppliers and to discuss products and services with expert in the field, can order new products, receive special offers and free gifts.
The British read more than any other European people. On average, two-thirds of the population buy a paper every day, but most are less serious than anything published as a newspaper in Italy. Only 19 are nationally distributed.
We have two types of newspaper:
BROADSHEETS comprise the "serious" or "quality" press. Their name comes from the large format they are printed in. They are aimed at the educated middle and upper-middle classes and contain in-depth reportage on a wide range of topics. The Times, one of the world's most famous newspaper, used to have a special role in British society as a critical voice within the establishment. In 1981 it was bought by the Australian press magnate Murdoch who took it downmarket in a battle for increase circulation. Murdoch is the owner of the Times group, the Sun newspaper, some of US and Australian paper and a satellite TV channel, Sky.
[Daily Telegraph - 1.000.000; Times 500.000]
TABLOIDS print in smaller format. Aimed to the lower-middle and working class, they are writing in a colloquial style and tend to cover domestic issues and human interest. The Sun featuring stories about private lives of the rich and famous, competitions and introducing photographs of naked women.
[The Sun 4.000.000; Daily Mirror 3.000.000]
The UK press leans towards the Conservative (Dx) rather than Labour (Sx) party.
The only large circulation left or centre-left are the Daily Mirror and the Guardian. The right of the Conservative party is represented by the Daily Mail, the Telegraph and the Sun. The Star occupies the centre ground by default.
Some newspaper are published only on Sunday. They are aimed more at leisure reading. The Observer which is a broadsheet and News of the World and The People are both tabloids.
The Economist is a weekly news magazines, it has taken over its traditional role as an independent voice in the British establishment. It sells all over the world and has become influential in Washington as well as in London. It is printed mainly in black and white and written in austere yet witty English.
Private Eye is a satirical magazine printed on cheap paper in black and white. Major scandals are sometimes reported in the Eye days ore even weeks before they surface in the conventional press, it is frequently involved in libel cases.
When the customer don't pay the supply by the stated date, the supplier write a letter of reminder.
The reason could be an oversight, a financial straits We write three reminders: in the first we refer to the outstanding account, in the third we threaten legal action. It is more normal for a company to pay factoring companies to collects debts.
1a Reference to outstanding account
1b Reference to previous reminder(s)
2a Request for payment
2b Notification of steps taken/to be taken
3 Hope for positive settlement/continued business relations
Reply to reminder
When the customer receive a reminder it is behaviour to reply and apologise for the inconvenience, explained the reason for the delay writing a reply to a reminder.
1 Refer to reminder
2 Give reasons
3 Suggest course of action
4 Apologise
5 Express hope for future/reply
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