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INTRODUCTION TO COMMERCE
 Commerce is trade and aids to trade or all activities that aids the distribution of
goods and services from the primary production to the consumer.
TRADE
 Trade is the buying and selling of goods and services with view of making profit.
Trade is divided into two categories, which is home and foreign trade.
 Home trade is trade done within a country and is divided into retail and wholesale trade,
retail trade is the selling of goods in small quantities while wholesaling is the selling of
goods in bulk (large quantities). The person who sells goods in large quantities is called
the wholesaler.
 Foreign trade is trade done between two or more countries (outside) and is divided into
imports and exports. Exports are the goods going out of the country while imports are
the goods coming into the country. Aids to trade exist to help trade to function, if there
was no trade there would be less reason for the aids to trade to exist but commerce
would still exist because it also assists primary and secondary industry to function

THE PURPOSE OF COMMERCE

The purpose of commerce is to satisfy human needs and wants.
It aims to organise the most efficient distribution of goods and services in order to satisfy the
human needs and wants, where as trade aims at making profit. Profit is the reward of doing
trade.

Aids to Trade
Commercial activities are essential to those engaged in Secondary Industries such as
a
Manufacturer of textiles in the following ways:

Trade is essential to those engaged in Secondary Industries to buy/purchase, raw materials

Such as cotton and selling of finished products goods such as blankets in order to make a
profit

The meaning of commercial activities

- Includes all activities concerned with the distribution of goods and services
and raw materials or partly finished products
- At all stages of production
- And includes trade and aids to trade
- That is Banking, Insurance, warehousing, advertising, transport and commu-
nication
- Trade is essential for the purchase of raw materials/finished goods
- And sale of goods and services at a profit

Advertising
- to obtain information on sources and suppliers/where to get goods for sale or the raw
materials to be used in the industry
- to persuade potential customers to buy goods and services available on the market
- increases the sales
- to advertise for workers/job vacancies/recruiting required staff
- to give information to customers
- it can be by television, radio, newspapers, electronic mail (e-mail), telegram, fax,
magazines, posters etc.
Banking
- is essential for depositing receipts from sales
- It facilitates payments, through credit transfer, standing orders, discounting bills of
exchange, cheques and direct debit .
- provides finance for the customers who are in need of more money through loans and
overdrafts

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Communication
- is essential to contact suppliers of raw materials and customers
- and to settle queries or payments,
- allows customers to place orders
- organises survey to promote business activities
- allows all forms of business information to travel and finalise their transactions
through telephone, Electronic-mail, telex, fax, internet, letter, data post, cellular
phone
Insurance
- is essential to provide security or cover (indemnify) or compensate
- against any financial losses of building, raw materials, finished goods, equipment from
fire, damage of goods in transit/theft
- to cover claims from third parties such as employers liability and public liability

Transport
- is necessary to delivery/carry raw materials and equipment to the industries

- moves employees to and fro work

- carries finished products to the market
- it can be by road, rail, sea, and air.

Warehousing
- is essential for the storage/keeping of raw materials awaiting procession
- and finished goods/products awaiting demand or orders from the customers as some
goods are seasonal such as Jerseys, raincoats
- It protect from adverse weather conditions and deterioration etc.
- It allows production to take place in anticipation of demand
- It evens out prices/avoids price fluctuations and helps to prevent shortages
- It protects the goods from adverse weather conditions

Production
The Meaning of Production
- Production covers all activities, which contributes to the satisfaction of the con-
sumers’ demand for goods and services or needs and wants or gives utilities can be
defined as the provision of goods and services to satisfy human needs and wants.
- This includes industry both primary (obtains raw materials from nature) and second-
ary industries(processes raw material into finished products) ,
- Commerce is trade and aids to trade,
- Concerned with the distribution of goods from the producer to the consume
- and direct service, provides personal and public services to individual citizens
- such as education provided by the teachers, health care provided by nurses and doc-
tors, legal advice provided by the lawyers, security provided by police officers and en-
tertainment provided by the actors.

The three branches of production

An industry is a branch of production that deals with the extraction raw materials/natural re-
sources from the ground and process/convert/transform them into semi finished or finished
products (goods)
Commerce is trade and aids to trade, is the branch of production that deals with the distribu-
tion of goods and services from the industry(place of extraction or manufacturing) to the Con -
sumers/place of demand/scarcity
Direct service is a branch of production that plays an indirect role in production and whose
services are essential in enhancing production. It provides personal and public services to indi-
vidual citizens. These includes teachers, doctors, nurses, policemen, lawyers and any service
rendered by service providers.

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How the three branches of production are linked to each other

- all branches contribute to production either indirectly or directly
- they are interdependent in their roles
- as they bring about the provision of goods and services in order to have utility/satisfy
human needs and wants
- goods extracted/produced must be taken/distributed through trade and aids to trade
- in the process roles of policemen needed to maintain law and order may be needed,
roles of lawyers to uphold justice may be needed, medical facilities provided by
nurses and doctors may be needed by producers and manufacturers as well as other
service providers

The Effects of the industry on the environment

- it causes soil acidity and infertility
- waste disposal
- unplanned settlement
- causes pollution, (air, water and noise)
- occupational health hazards (radiation)

Possible solutions to environmental pollution

- government policy
- Civic education
- Provision of public utilities
- Provision of dust bins
- Provision of posters in the industrial area.

Human Needs and Wants

Needs
These are basic that that we require in order for us to survive (survival motive) or the things
that we can not do without. There are three basic human needs, that is, food, shelter and
clothes. To deny one food, shelter and clothes is actually the violation of human rights .

Wants
These are the things that we need in order to improve the quality or standard of our life or to
live a more meaningful, enjoyable and luxurious life. We can do without them. This includes a
radio or a television to provide us with news and entertainment, a car to move us to far places,
a refrigerator to keep our drinks or food cool, a cellular phone to contact or talk to our friends
and relatives. We can not die without these things.

Goods and Services

All these things which we need in our day to day life are called goods and services. Goods are
the physical or the tangible things that we can see, touch, and weigh or measure. Services on
the other hand refers to the work done by other people, they are intangible (we can not see
them or touch them) such as medical treatment, entertainment, security, tourism and trans-
port.

The Role of Commerce in Production

- Buying of raw materials, spare parts and machinery
- Distributing goods from the producer to the consumer
- This is done by retailers, wholesalers, importers and exporters
- With the help of transport, warehousing, banking, advertising, communication and in-
surance.

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TYPES OF PRODUCTION
(a) Direct Production
- This is the production of goods for one’s own use
- It is done on subsistence level without need for exchange/trade
- it directly satisfies one’s needs and wants such as a farmer who grows only enough
maize or keeps enough live stock for his own consumption is involve in direct produc-
tion.
- If people where to provide all that they need by themselves, they would little or no
need for trade. In other words they would be self sufficient

(b) Indirect Production

- This is the production of goods for the benefit of others/sale.
- It involves trading of what has been produced so as to obtain what one can not pro-
duce.
- Therefore it depends on trade and makes people to specialise In one field so as to sell
their value.
- This is the most common type of production in the modern society, where few people
satisfy their needs directly by themselves.
- In this type of production people co-operate with each other to satisfy the needs or
wants of everyone.
- People usually engage in one particular occupation which they are best suited and sell
their products or labour in exchange of the goods or services they need.
- For example a farmer sells his farm products to other people like doctors to obtain
medical services or even to buy machinery to be used on the farm.

STAGES OF PRODUCTION
Production whether direct or indirect can be placed into three stages. These are primary, sec -
ondary and tertiary production.

(a) Primary Production

This is the first stage of production.
It is concerned with the extraction of natural resources from the ground.
These are either above or underground. The term natural resources includes:-
 The minerals underground
 Fish in the water
 Trees in the forest
 Animals in the wild
 Fertile soil and good climate
Most of the outputs of the primary production are in raw or unusable form. Generally, the
products obtained at this stage have to go the secondary stage of production for processing in
more useful goods except for some farm products such as apples, water melons, oranges,
peaches can be eaten straight from the farm

(b) Secondary Production

This is the second stage of production. It is the transforming of raw materials into semi
finished or finished goods. It consists of manufacturing and construction industries

(i) Manufacturing Industries

This is the transformation of raw materials into useable products such as the making of shoes,
biscuits, vehicles, clothes, blankets, television sets and radios. In some cases the raw materi-
als are turned into semi manufactured goods into one factory and then sent to another factory
to be finished into a better and more complex product. For example a steel industry makes
steel and sends it to the car-manufacturing factory to manufacture car parts before they are
assembled into a car, which is very useful to us.

(ii) Construction
This includes building of roads, bridges, houses and other construction work. This process uses
both products from the primary and secondary industries to assemble or build a house, bridge
or dams. The builder for example uses rocks extracted by quarrying, cement extracted by min-

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ing, timbers extracted by forestry, steel, paint, roofing sheets, window glasses and nails ob-
tained from manufacturing and many others to build a house.
© Tertiary Production
This is the third and last stage of production. It involves the provision of services that helps
in the transfer of finished goods from the factory to the consumer. There are two services in-
volved. Firstly the commercial services which involves storing of goods, transporting them, ad-
vertising them, insuring, providing finance and selling them. Secondly, there are also direct
services, which plays an indirect role. For instance, the services of the doctor, policemen,
nurses, doctor, musicians, actors, lawyers, architects and sportsmen may appear to be remote
from the process of production and distribution of goods, but they are not. Doctors and nurses,
for instance, make invaluable contribution to production, by making people health, strong and
ready to work, they indirectly aid production.

FACTORS OF PRODUCTION
Before the goods and services are produced, there must be capital, someone with the idea or
the skill to organise the business, land and labour. These are referred to as the factors of pro -
duction.

Capital
- includes money, buildings, machinery, raw materials used to produce further goods
- and all man made assets used in the production of goods and services.
- Providers of capital are called capitalists/investors
- Capital can be accumulated by savings.
- The reward for capital is called interest.

Enterprise or organisation
- The ability to organise the other factors of production
- Enterprise involves making decisions
- Such as expansion of the business, ploughing back, buying a new motor vehicle
- For production to take place, someone must have the idea and the skill to organise,
direct and control the production process.
- This person/provider is known as the entrepreneur or organiser. He is responsible for
deciding what should be produced, how to produce it, where and when to produce it.
This decision involves risks and a special skill.
- The entrepreneur gets profit/loss as his/her reward.

Labour
- This is human effort or energy made/used in the production of goods and services.
- It can be manual(physical) and skilled(or mental) labour. Labour is limited in supply.
- Providers of labour are called workers
- workers receive/get a wage or salary as their reward for labour

Land
- includes all kinds of natural resources found on earth and underground
- Land refers to buildings, minerals underground, rocks of the crust, fish in the water,
trees and all other natural resources. It therefore, includes the earth and the oceans
and everything which grows in them.
- Providers of land are called landlords
- Landlords receive rates/rents/loyalties as their reward

The Meaning of Specialisation

- It is the concentration by an individual on a specific task or occupation or on a narrow
range of work within a particular occupation for which their ability or resources best
suits them
- Such as Teachers, doctors, nurses, lawyers, engineers and farmers
- Specialisation does not only apply to individuals but also to countries/regions produ-
cing goods or services for which they are best suited
- Such as Malawi specialises in tea production, Botswana wool, Mwinilunga in pineapple
and china in rice
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- It allows division of labour to take place

- It leads to greater skill and efficiency amongst workers and increased output.
Specialisation depends on trade and trade depends on specialisation
- if a person concentrates in only one specific task/product or performing one task,
- s/he may rely/depend on others to produce needs/wants which s/he does not produce,
- for example, a farmer depends on the medical doctor for health and the medical doc-
tor depends on the farmer for food,
- these can only be obtained by selling his/her surplus labour in order to buy the goods
and services required for his/her daily survival/living.
- Therefore, without trade specialisation could not take place
- and individuals would have been self sufficient/reliant, that is, provide all they need
by themselves.

Advantages of Specialisation
- workers become skilled
- workers become efficient
- it leads to increased output/high production (mass production)
- time is saved because workers do not have to move from one operation to an-
other
- training is easy as jobs are easy to learn
- everyone’s ability is made use of
- development of specialist machinery to perform the specialised task becomes
easier
- labour is potentially more mobile as it is often possible to employ people who
do not need any related qualification and the tasks are simple and easy to
learn

Disadvantages/dangers of Specialisation
- work becomes boring
- individual skill and crafts are lost due to use of machinery
- creates unemployment as greater use of machinery leads to unemployment
- there is inability of slow workers to keep pace with others as the gap between
management and workers tend to be widened
- Products are all the same as the machine takes over, the goods are made in
standard sizes and the choice of goods available to the consumer becomes
limited.
- workers become dependent on each other (in case of illness, production is dis-
rupted)
- it is difficulty to find employment after loss of job due to limited skills
- discontent among workers may lead to low productivity
- Occupational hazard/there is a risk of contracting diseases, eg. Those in as-
bestos industry risk contracting cancer.

Possible solutions to occupation hazards/dangers

- have constant medical check ups for workers
- provide protective clothing
- provide milk for workers
- deliberate government policy
- provide entrepreneurship

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HOME TRADE
RETAIL TRADE
Retailing is the selling of goods in small quantities to suit the requirements of the consumers.
A person who sells the goods in small quantities is called the retailer.

EFFECTS OF RETAIL ON THE ENVIROMENT

 They cause poor urban sanitation
 Results in the mushrooming of street vendors
 Results in unnecessary littering of the environment
 Causes unnecessary squatting
 becomes health hazard such as cholera, air pollution and water pollution

POSSIBLE SOLUTION TO EFFECTS OF RETAILING ON THE ENVIRONMENT

 Deliberate Government policy such as keep Zambia clean campaign
 Civic education
 Provision of dust bins/rubbish pits
 Provision of public utilities such as toilets
 Building more markets

Functions of the retailer

 selling to customers/breaking bulk, the retailer buys the goods in large quantise from the
wholesale or the manufacturer and then breaks them into smaller quantities to suit the con-
sumers
 buying from manufacturers/wholesalers,
 offering variety of goods to meet the consumers wants
 displaying goods in retail shops
 pricing goods before selling them to consumers
 preparing the goods for sale such as packaging them.
 giving after sales services and pre-sales service
 offering credit to trusted customers
 giving advice/personal service to consumers especially on new goods
 offers delivery service on some goods like furniture and refridgerators
 advertising/promotions/special offers for his/her business to the public
 providing goods in suitable quantity
 supplying local needs to the consumers
 acting as a link/middleman in the chain of distribution between the consumers and the whole-
saler
 to pass on information to wholesalers on consumers complaints, suggestions or praises on the
products
 opens his/her shop to suit the consumers

Factors influencing the choice of site/location

- Cost of site in relation to anticipated turnover and profit, that is town centre
site too expensive
- Is there any competition with the same type of shops nearby
- Are there sufficient customers in the area requiring sports equipment
- Is the site in the shopping area that is, are there nearby shops to attract passing
trade
- Is there any possibility of trade growth in the area as a result of population
growth or employment
- Security of the shop
- Prices of the goods, the prices of the goods should be within what the custom-
ers or consumers can afford to buy(within the income of the consumer)
- Accessibility of the shop, the shop should be easily be accessible by the con-
sumers with less difficulties
- If there is good communication and transport network and easy accessibility
to transport
- source of supply, the shop should be located where there is reliable source of
supply for goods wanted by the consumers
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- Whether the site is in the busy area , for example a shopping mall at the road
junction or simply in an area where it is able to attract passing
trade.

Other factors to be considered if the business is to successful

- experience, have you sufficient experience in business
- Capital have you sufficient capital or the source of capital to meet the demands of the
business envisaged and to avoid daily cash flow problems
- advertising policy what advertising policy may be necessary
- prices or range of goods ,what prices or range of goods are suitable for the area
in order to avoid slow lines
- What quantity will be required to avoid overstocking
- prices or range of goods, what prices or range of goods is to be used
- Method of Sale, whether sales assistants will be required or whether some degree of
self service may be operated
- Whether to deal on the cash basis only or to give credit
- layout for the store, what would be the best form of layout for the store or the best
way to display the goods/equipment
- What make up will be required to make the required profit
- Opening and closing time must suit the customers
- Legal requirements
- Name of the shop, the name of the shop must be easy to remember and eye catching

HINTS ON HOW TO IMPROVE THE BUSINESS

 The service offered must be good with a smile
 Prices should be as competitive (low) as possible
 Quality products should be worth the price
 Provide a wide variety of goods and services
 The shop should be clean and attractive
 The goods should be well displayed in appropriate sections
 If possible find a better supplier offering better terms
 Improve on the facilitation of after sales service
 Improve on the credit buying rates to the customers
 Advertise locally

Factors to consider when expanding the business

- Have a vision of what you are going to do
- Concentrate on your original idea. Avoid diverging your line of business
- Expand in bits. Do not be too ambitious
- There might be need for finding new ways of doing things, for example, as the business
grows, there might be need for delegation. You might need to employ the manager to
manage the business because good entrepreneurs are not always good managers
- See to it that there is enough structures to accommodate the expansion
- Focus on your core customers
- Keep record of your business activities
- Make sure there is enough cash coming into the business as you spend money on ex-
pansion
-
TRENDS IN RETAILING
Retail trade has undergone through a number of changes in recent. Trends are changes or devel-
opments which have taken place in retail trade
The main changes has been due to the following reasons:
- The change in the pattern of spending due to the rising in the standard of living
- Fewer customers now request for the delivery service resulting in lowering the retailers
cost
- the quickening pace of modern life and shopping
- The growing pressure of competition among retailers and rising labour costs.
- The need to save/cutting intermediary costs
- New technological development which has brought about the use of cash registers,
computers which are now widdely used in computerised stock control

PREPACKAGING
Pre-packaging is the putting of goods in distinctive packets of standard sizes such as boxes, bot-
tles, wrappers, tins, cartons etc. by the manufacturer before (prior) selling them to wholesalers,
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retailers or consumers. It allows a customer to handle the goods without damaging the content.

The reasons for prepackaging the goods includes the following:

 to facilitate the branding of the goods, that marking names on the goods
 to give a longer shelf life to the goods
 to facilitate self service of the googs
 to allow the goods to be put in amounts suitable for the consumers
 to prevent damage to the goods while they are in transit or in store
 to reduce the possibility of goods being contaminated
 to make transportation, storage and display of the goods easier
 to attract the customers with distinctive packaging
 to protect the goods when handled by the customers
 to save time of weighing and wrapping goods each time customers ask for them
 to help in advertising of the goods
 to allow customers easily identify goods they need

The effect of prepackaging on retail trade

 it has contributed to the development of self service
 as goods can be displayed on the shelves and remain there for a long time
 and customers can serve themselves
 names of the products can easily be written on the packages

advantages of packaging to the manufacturer

 Without packaging, the brand name could not be shown on the goods
 The package may be made distinctive to attract customers
 Packaging prevents damage to the goods both in sore and in transit
 The goods may be packed in amounts suitable for the consumers
 It make transportation and storage of goods easier
 It preserves the life of goods over a longer period of time
 It builds brand loyalty
 It establishes the quality of the goods
 It faciltates advertising

Advantages of prepackaging to the retailer

 The goods have a longer shelf life, for example, tinned fish and Bonita milk can
stay on the shelves for months without going bad
 as the goods are protected when handled by the customers
 pretects the goods from contamination due to constant handling by consumers
 Speeds up the service by eliminating the need for weighing and wrapping of the
goods
 It attracts the customers to buy the goods
 Prevents goods from damage while in store or transit
 It facilitates branding of goods
 It facilitates advertising of goods
 staff is kept at a minimum hence saving costs
 Allows instruction to be written on the packag
 It helps to build brand loyalty
Advantages of packaging to the consumer
 Goods can easily be carried
 Goods can easily be handled
 Doods can easily be identified
 Benefits from improved hygiene and preservation of the goods
 Goods are packed in suitable amounts for the consumers
 Requires less help from the shop assistant as the package contains relevant in-
structions
 Goods may be cheaper

Disadvantages of packaging to the manufacturer/producer

 More money is spent on the materials and decorative writing,
 Therefore it may be wasteful in terms of money and other resources spent on it
 Packaging materials may pollute the enviroment especially where empty cans,
plastics,tins and boxes are thrown anywhere
 Much of the space in storage houses and transporting vehicles is taken up by
packages

Disadvantage of Packaging to the Retailer

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 It is expensive and wasteful in terms of resources

BRANDING
Branding means the use of a name or mark to distinguish one producer’s product from another.
It makes the product unique and easy to identify.

Reasons for Branding

 To enable the goods be identified
 To allow the goods be advertised
 To facilitate self service in retail shops
 To assist producers in setting standards of quality for their goods
 To build brand loyalty
 To enable the goods be displayed on the shelves so that they can be sold in self
service shops

The effects of branding on the Retail Trade

 it has contributed to the development of self service
 customers no longer depend on the shop assistants for the selection of goods(has
resulted in the elimination of personal service)
 as customers are able to identify and choose the goods on their own

The advantages of branding to the manufacturer/producer

- branding helps to distinguish its products from those of its competitors
- once the brand name is registered, no other company may be allowed to use
the same name again
- establishes the company’s name as representing a quality of standard of the
goods
- and may create a brand loyalty and reputation of the business
- branding allows/enables the product to be advertised
- branding facilitates display of the goods in a self service store.
- Branding gives the goods an individual identity

Advantages of branding and prepackaging to the Retailer

- The goods are more easily displayed and stacked/stored
- it facilitates self service
- as the customers can easily identify the goods without help from the staff
- It facitates advertising of the goods
- Customers can easily identify the goods
- Possible reduction of shop assistants due to self service

Disadvantage of branding the manufacture or producer

 More money is spent when advertising similar products in an effeffort to make an
important differences between them

Disadvantages of Branding to the Retailer

 He may be forced to stock many brands of the same type of good in order to sat-
isfy the consumer,s needs
 This may results in stock piling

Disadvantages of Branding to the consumer

 may be forced to pay more due to the cost of advertising and packaging
 excessive advertising campaigns to promote the sale of the brands may be false,
misleading and harmful to the consumers

Goods are purchased direct from the manufacturer because:

 it is cheaper as goods are purchased in large quantity/bulk
 it is sufficient to enable better terms to be negotiated than be obtained from the
wholesaler such as large trade discount, this allows goods to be sold at a lower
price than a small retailer
 in the case of supermarkets, the goods can be delivered direct to regional ware-
houses and distributed direct according to branch requirements
 supermarket chains are large enough to undertake the functions of the whole-
saler

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Shopping complexes
A shopping complex is a variety of shops in the same location, under different management and
do not compete directly with each other but work to stimulate business for one another. An ex-
ample of a shopping complex in Zambia is Manda Hill and Arcades situated along the great East
Road in Lusaka. It is also referred to as a shopping mall.

Advantages of a shopping complex to the:

(a) Retailer
 shops do do compete directly with each other, but work to stimulate business for
one another.
 they are large enough to carry out national wide advertising to attract the cus-
tomers from all over the surrounding areas.
 they are located outside the town centers where land is cheap hence saving
overhead costs

(b) Consumers
 they purchase all their requirements from one place since there is a variety of
shops in the same locaation, such as chemists, department store, etc.
 they are locaated in free trafic areas
 they are easily accessible by the customers as they are near the bus stops
 they have extensive parking for the customers
 they also provide banking facilities and other additional ammenities such as
restaurants and entertainment like video shows.
 may offer competitive prices/goods may be low priced
 the atmospere is very conducive for shopping

Disadvantages of shopping complexes

 supermarkets at shopping complexes incur extra expenditures on providing
parking facilities and on the staff employed to retrieve the trolleys used to take
the goods to the nearby car park
 a large area of land is required for avariety of shops and car park
 consumers cover long distances to reach the shopping complexes and they have
to pay for taxi and mini bus fares.

SELF SERVICE
Self service is the method of selling where the goods are well displayed on the shelves within the
easy reach of the customers. It was firstly used in supermarkets, but nowadays it is used by
main retail outlets.

CHARACTERISTICS/FEATURES OF SELF SERVICE

 Goods are displayed on the shelves within the easy reach of the customers,
section by section or according to their families just lije books in the library
 Customers serve themselves
 Goods are usually prepacked, branded and priced in bar codes
 Facilities such as trolleys and shopping baskets are provided for the customers to put
their purchases
 Customers pay at check outs/pay desks are installed near the exist where the customers
pay from
 It requires few sales assistants, mainly to replenish the stock
 It requires large selling space, and large parking area
 Loss leaders are used to attract customers into the shop
 Customers save on time because they serve themselves
 Impulse buying is common

The Development of Self Service

Self service has developed because it has benefits (advantages) to both the retailer and
the customer.

Advantages of self service to the Retailer

- less staff is required (possible reduction) as customers serve themselves
- thus saving on labour costs, tht is low wage bill to be paid
- the use of loss leaders attracts customers into the shop
- the staff requires less specialised knowledge as the goods are packaged and
instructions are written on them
- it leads to impulse buying which results in high turnover and profit

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Advantages of Self Service to the Consumer/customer

- possibly quicker service (saves time)
- has more time to browse and choose the goods at leisure without being
pestered by the salesmen
- the consumer is able to compare brands
- prices may be cheaper due to the use of loss leaders
- goods are attractively displayed in relevant sections hence making it easier for
the customers to find the goods

Its development has further been aided by both prepackaging and branding which enables
the goods to be clearly be distinguished by the customers without assistance.

DISADVANTAGES OF SELF SERVICE to

the customer
 May lead to (encourages) impulse buying
 Lacks personal service/attention such as advice
 It is not suitable for the old and illiterate people
 Services such as delivery and/or credit may not easily be arranged, though credit
may be accepted through the use of credit card/cheque cards
 The customer can not closely inspect the goods before buying them because they
are usually prepacked
 May be delayed at check out points especially during peak shopping hours

The Retailer/Shop owner

 More trading space is needed and this may lead to high overhead expenses, especially if
the shop is located in town centres
 Pilferage or shop lifting is very common as the customers serve themselves and this may
cause serious losses to the retailer
 The retailer have to incur additional costs in securing the shop shop lifting or thefts by
customers
 Constant handling of the goods may result in soiling and damages to the goods though
they are packaged
 Needs more capital for the equipment such as baskets, trolleys, cash registers and dis-
play shelves.

ELECTRONIC COMMERCE (E-Commerce)

 Electronic Commerce is the buying and selling of goods and services on internet.
 Electronic commerce is also referred to as on line shopping.
 Electronic commerce is one of the latest trends in retailing.
 Electronic commerce is about using computers as on line shops.
 On line shops are open for 24 hours a day and 7 days a week.

On line shops offer to customers and businesses a variety of high quality but cheap in price products such
as first and second hand cars, office equipment, furniture etc. Many business people purchase goods
from on line shops for resale on local markets.

A person wishing to purchase goods or services on internet has to visit the website of the on line shop or
trader. Website is an internet provider such as Yahoo, Hotmail, Excite etc.
When a person has found the goods or services he/she wants to buy, he/she will have to make payment.
The following are some of the modes of payment used for on line transactions:

 Credit cards -The most popular method of payment for on line transactions
 Bank transfers
 Money transfers
 Western Union etc.

Points to Consider when shopping on internet:

When shopping on internet, you should consider the following points:

 Carry out background check on companies offering on line stores that you intend to deal with.
 This will avoid internet fraud brought about by unscrupulous people who set up fake online stores
that cheat people out of their money.

 Consider the legal terms of the online store you intend to deal with.

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 This will enable you to know the policies of the company on matters such as shipping, liabilities,
refunds, delivery policy etc.

 Ensure that the website is secure when you send information like bank account details to online
store. Where a password is used, the word must have at least five letters for easy remembering.
The password must not be written down. This will prevent a wrong person from shopping at the
online using your account.

 It is advisable to start shopping on internet with small items and then move on
to bigger things.
 Spend more time looking for new websites and deals on offer.

What is electronic commerce?

- Electronic Commerce is the buying and selling of goods and services on internet.
- Electronic commerce is also referred to as on line shopping using computers connected
to the internet through the world wide website.
Explain the advantages and disadvantage of Electronic Commerce to
(i) the retailer or trader
(ii) the consumer

Advantages of Electronic commerce to:

(i) The owner of the online store (or retailer)
- The whole world is one huge market for internet users. Thus the market for online store
products is worldwide.
- Business is conducted by on 24 hours a day and 7 days a week.
- Shop buildings do not need to be expensively furnished because customers do not visit them.
- The online store may be located on outskirts of a town where land is cheaper.
- Goods are not soiled or damaged in any way because customers do not handle them.

(ii) The consumer

- Electronic commerce is open for 24 hours a day and 7 days a week, and therefore consumers
are able to purchase goods and services at any time.
- Consumers are able to purchase a variety of high quality goods, which are cheap in price and
may not be available locally.
- Online stores offer convenient shopping from the comfort of a consumer’s home.
- Internet customers are able to decide on how they want their goods packaged.
- Online stores save consumers’ time and money from travelling to far places in search of goods.
- No postage of letters for inquiries required.

Disadvantages of Electronic commerce to the owner of the online store(or retailer):

- Many people find Electronic commerce too complex to use being the latest development in re-
tailing.
- Methods of payment for online transaction such as credit cards are not commonly used in most
developing countries like Zambia, thus limiting online business.
- There is a possibility of credit card fraud.

Disadvantages of Electronic commerce to the consumer

- Unscrupulous people may set up fake online stores that cheat consumers out of their money.
- Many people do not have computers, and therefore may have access to internets.
- Goods bought especially big items may take a long time to deliver.
- Goods shown on internet may not be the exact goods delivered.

VOLUNTARY CHAINS
This is another change that has taken place in the retail trade. They are usually a group of independent
retailers who have joined with the wholesaler in order to reap the benefit of bulk buying. Members of the
voluntary chain put their orders together with the wholesaler who is also a member, the wholesaler is
then able to buy goods in bulk from the producer at factory price at a great discount.

CHARACTERISTICS OF A VOLUNTARY CHAIN

 They are mainly found in grocery trade
 They are normally organised by the wholesaler
 Individual retailers place their orders together with the wholesaler, who then place a single order
with the manufacturer
 The retailer gets the goods at factory price

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 Page 14 of 89

 Policy/decisions are taken by representatives elected to the management committee of the or-
ganisation
 The group undertakes national advertising and provides the members with advertising leaflets
and posters
 Ratail shop member trade under nationally known labels
 Member retail shop may commit themselves to purchasing goods from the parent wholesaler
 There are some controls on the prices small retail shops may charge on the goods
 Goods may be delivered straight to the small retail shops
 Each member retail shop may remain a separate business entity, independently owned and con-
trolled

Functions of the Voluntary Chain

- enable a large number of small retailers to obtain the advantage of bulk buying
and to compete with large scale retailers if they agree to buy from certain wholesalers
- advertising assistance is offered such as national advertising
- credit/financial assistance may also be available

Advantages that may be obtained by a retailer who joins a voluntary chain

- benefits from bulk buying by the wholesaler(s)
- thus reducing prices paid by the retailers
- Able to compete favourably with large scale retailers
- goods may be delivered to the retailers
- national wide advertising is undertaken
- advertising display material are supplied
- advice on stock display is given to the retailers
- financial assistance such as loans for the improvements to the premises may be available

Advantages of Voluntary chain to the consumer

 consumers are offered good quality service because of the minimum standard that may be set for
member retail shops
 consumers may buy a variety of goods at reduced prices
 thereby offering a great service especially to consumers in the village where large shops do not
normally exisit\

Disadvantages of voluntary chains to the retailer

 the parent wholesaler may control the prices charged to the consumers
 member retail shops may not have total freedom to decide on the type of goods to sell

Disadvantages of voluntary chains to the consumer

 prices may not be cheaper than those offered in large retail shops
 some consumers may not like the range of goods decided upon for sale by voluntary chains

Trading Stamps
 are used as a form of trade discount or price reduction
 it is also one of the forms of sales promotion method

Reasons for using trading stamps

 to promote the sales of the business
 to encourage customer’s loyalty

How a Trading Stamp Scheme operates

 stamp trading companies sell trading stamps to retailers who keep them in their shops
 each tome a customer buys goods of a certain value, a retailer will stick the trading stamp in the
specially provided book
 when the page is full the customer may convert the trading stamps either into cash or goods at a
trading stamp company

Adavantages of trading stamps to the stamp trading company

 it makes profit on the sale of trading stamps
 benefits from large discount obtained when buying goods in bulk meant for free gifts to cus-
tomers

Advantages of trading stamps to the retailer

 benefits from the increase in the sales of goods
 encourages customers loyalty
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 Page 15 of 89

Disadvantages of trading stamps to the retailer

 cost of trading stamps increases business overheads
 the retailer is inconvienced by the additional time and trouble of distributing trading stamps to
consumers

Disadvantages of trading stamps to the consumer

 may have difficulties in exchanging trading stamps for cash or goods
 may pay for the cost of trading stamps in high price of goods
 the consumer may be forced to accept goods not desired in exchange for trading stamps

Explain the meaning of Automatic Vending Machine;

- it is a retail machine that releases items required when a coin/token is pressed in the slot
- used in busy central sites such as hotels, bus and rail stations
- sells the goods such as drinks, chocolates, cigarettes and stamps
- can be hired or be bought
- it is a labour saving retailing machine
- it is available 24 hours daily

CREDIT BUYING AND SELLING

In recent years, credit buying and selling has become very common especially in the sell of consumer
durable goods such as motor car, computers, stereos,cookers, refridgerators and television sets, as these
type of goods may require more money for the consumer to procure them
Reasons why businesses purchses on credit
- do not have the capital to pay immediately
- it a common practice and businesses are encouraged to do so
- may sell the goods bought before payment is due and use the money to pay for the debt
- it is a short term form of financing the business
- to overcome cash flow problems/liquidity problems

There are two major forms of buying and selling on credit. Namely;

(a) Credit Sales Agreement or Deferred Payment

Is the buying of non durable goods such as clothes and food on credit by which the customer be-
comes the legal owner of the product immediately the first instalment is made

Main Features of Credit sale Agreement

 the buyer takes possession and ownership of the goods of the product immediately the first
instalment is paid
 repayment of the product is made in regular instalments
 the goods can not be repossessed if the buyer defaults in payment
 however, s/he can be sued for the remaining balance
 is suitable for buying non-durable goods whose value depeciates quickly
 where the credit sale agreement is signed away from the trader’s premises, the buyer may
cancel the agreement within the cooling off period.
 A cooling off period is a period of five days from the date of signing the credit sale agree-
ment in which the agreement may be cancelled, goods returned and customer’s deposit re-
funded, thus returning the parties to their original positions

Advantages of Deferred payment to the retailer

 Enables business sales to increase
 May avoid wastage of perishables and the risk of goods going out of fashion
 Has closer personal contact with the customers for possible future deals

Advantages of deferred payment to the consumer

 Takes possession and ownership of the goods immediately the first payment is made
 The retailer can not repossess the goods if the buyer defaults in payment
 Enjoys the use of the goods while still paying for them

Disadvantages of deferred payment ot the retailer

 May suffer bad debts
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 Goods may not be repossessed

 Where court proceedings are initiated, they may take too long and are too costly
 He loses the right of ownership to the goods immediately the buyer makes the first payment
 May require extra capital to finance goods taken on credit

Disadvantages of deferred payment to the customer

 May be forced live beyond his means by getting a lot of goods on credit
 Thus burdening himself/herself with instalment payments
 Prices may be higher than the cash price

(b) Hire Purchase

This is the buying of durable goods such as vehicles, furniture and machinery by initially paying a
deposit followed by equal monthly instalments over a given period of time
The main Features of Hire Purchase
- Initially a deposit is paid followed by equal monthly instalments paid over a period of time until
the total price is paid which includes interest
- Interest is usually expressed as a percentage of the market price of the item
- The item bought bought may not be sold until the payment is completed
- This is because, the buyer only becomes the legal owner of the goods after paying the last in-
talment,
- hence the item purchased can not be sold until the last instalment is paid
- The buyer has the use of the goods whilst paying for them
- It usually deals with durable goods such as machinery, vehicles, stereos, refridgerators, build-
ings and furniture.
- In the event of the buyer failing to pay the instalments, the goods may be repossessed,
- however, it is subjected to certain legal limitations,
- for example, if 1/3 of the purchase price has been paid, then court order is required
- There is usually a maximum value of transactions

Advantages of Hire Purchase to the Buyer

- it enables the buyer to acquire the goods which s/he can not afford on cash basis
- the buyer has the use of the goods whilst paying for it
- some goods may pay for themselves such as tractors /vehicles, stereos, machinery, cookers
and refridgerators
- the buyer may obtain the goods on current price to beat inflation
- by spreading payments over a period of time, he can save money for other needs
- it may improve the standard of living of the buyer
- it is an indirect way of saving though not in form of cash but property

Disaadvantages of Hire Purchase to the Buyer

- may take on the great burden by forcing him to live beyond his means
- in case the buyer defaults in payment the goods may be repossessed and the buyer will lose
both the money paid and the article
- goods are expensive as interest is added to the cash price
- the buyer only becomes the legal owner of the item after paying last instalment
- hence he can not sell the article until the last instalment is paid
- he may be tempted to go into many Hire Purchase agreement
- he may buy good he does not need

Advantages of Hire Purchase to the Retailer

 it increases the sale of durable expensive goods hence the retailer has high turnover
 the seller may get high profit margin since interest is charged
 he may get commission if it is financed by the finance company
 has closer personal contact with the customers for future deals
 retails the right of ownership to the goods until the las instalment is paid

Disaadvantages of Hire Purchase to the Retailer

o Goods repossessed may not be worth reselling
o May suffer bad debts
o It involves a lot of paper work
o The retailer may be forced to employ several shop workers to collect the instalments
o The process of repossessing the goods from the defaulting customers may take long
o and my be too costly
o Much of the traders capital is tied up in debts hence it requires high capitalinvestiment
o Court action against defaulting customers is very unpopular and may turnish the image of
the trader which may scale away customers
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The differences between Hire Purchase and Deferred Payment under Credit Sales
o In Hire Purchase, the buyer becomes the legal owner of the item after paying the last in-
talment while in deferred the buyer becomes the legal owner of the item immediately the
deposit is paid
o Hire purchase deals with durable goods while credit sales deals with non durable
o Under Hire Purchase, the goods may be repossessed in case the buyer defaults in pay-
ment while in deferred payment the goods may not be repossed but the buyer will only
sued for the remaining balance
o Hire Purchase may be financed by the finance company while credit sales may not be fi-
nanced by the finance company
o Under Hire Purchase, the buyer can not sell the goods until all the payments are com-
pleted but under deferred payment thre buyer can sell the good any time as she be-
comes the legal owner of the goods as soon as the deposit is paid.

The necessity of Hire Purchase to be controlled by legislation

o the purchaser may not fully understand the contract worded in legal terms
o the charges may not be clearly be stated and they may be too high, therefore, the Annual
Percentage Rate or true rate of interest must be stated with the Hire Purchase price and
cash price
o repossession of the goods amy occur on trivial grounds if protection is not given, that is if
1
/3 of the purchase price has been paid the court order is required
o some salemen are too persuasive
o cooling off period (contract made outside business premises can be cancelled) allowed
under some circumstances

The Role of the finance Company in Hire Purchase

o The arrange Hire purchase and leasing terms
o the finance company provides finance by paying the supplier of the goods the cash price
for the item and the buyer becomes indebted to the finance company who collects the in-
stalments
o the raise money for Hire Purchase by allowing high rate of interest and deposit allowing
the seller commission on introduction
o the seller is essentially acting as an agent between the finance company and the buyer
o the finance company makes it profit by charging interest on the amount lent

why the consumers need protection when buying goods and services
o different consumers might be charged different prices (fluctuating prices)
o the consumers might not receive the right content of the goods (under weight goods)
o advertisers might make false claims (misleading advertisements)
o some salesmen are too persuasive to induce to the consumers to buy the goods
o some manufacturers might try to cut the production cost by using inferior or dangerous
ingrediates in the products
o some traders may over charge the consumers by fixing prices at high levels

WHOLESALE TRADE
Intoduction
The word ‘whole’ simply means bulk and to sale is simply to transact, trade is the buying and selling of goods
and service with a view of making profit. Wholesale trade ican therefore be defined as the buying and selling
of the goods in bulk(large quantities). A person who sells the goods in large quantities is known as a whole-
saler. A wholesaler is a connecting link between the manufacturer and the retailer, and being a middleman
functions
Describe the functions of a wholesaler
- Buys goods in bulk from the manufacturer hence clearing the manufacturers’ production line
- Warehouses the goods awaiting demand to ensure steady flow of goods, hence preventing price fluc-
tuation(evens out prices) and allowing the manufacturer to produce the goods ahead of demand
- Breaks bulk and sells goods in smaller quantities to retailer
- Finances the retailer by providing credit and manufacturer by paying promptly
- Acts as an intermediary between manufacturer and retailer by passing information/complaints to
manufacturers
- Provides a variety and wide range of goods for the retailer and consumer which is gleened from dif-
ferent producers
- Prepares goods for sale by branding and blending them.
- Provides transport (delivery) for goods from manufacturer and to the retailers premises
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 Page 18 of 89

- Operating cash and carry warehouse.

- he is a risk bearer, that is by storing the goods on behalf of the producer or rtailer, the goods may go
out of fashion or they may be gutted by fire or stolen whilst in the warehouse.

Services of wholesaler to manufacturer

- Buys goods in large quantities/bulk from manufacturer in this way the manufcturer is able to clear
his production lines and have less truck on his premises.
- Finances the manufacturer by paying promptly/paying within the credit period and this affords manu-
facturer to have constant supply of goods.
- Provides information to manufacturer and this enables manufacturer to assess the present and future
of state of market.
- He acts as a middleman between the manufacturer and the retailer
- Warehouses seasoned goods on behalf of manufactures and therefore prevents a shortage and price
changes.
- Prepares goods for sale (branding, prepackaging and blending)
- Partly finished goods and becomes responsible of the wholesaler for finished process.

Services of a wholesaler to the retailer

- Sells in relatively smaller quantities to the retailer (breaking bulk)
- Delivers the goods to the retailer’s premises free of charge/offers transport
- Provides retailer with market information, which is passed on to the consumer, so that they are able
to know what new goods are coming on the market.
- Finances the retailer by providing credit
- Provides the retailer with a variety of goods from various manufactuers.
- He acts as a reservoir
- He operates a cash and carry warehouse
- He acts as an intermediary between the retailers and the manufacturer
- Offers trade discount
- Allows the retailers to have a steady flow of goods at stabilised prices throughout the year

Services of a wholesaler to the consumer

- he ensures a stead flow of goods
- he stabilises the prices throughout the year
- he provides the consumers with a variety of goods
- he provides the customers with information from the wholesaler , such as consumer’s complaints and
suggestions
- offers special promotions that are passed on to the consumer
- he gives credit facilities to the retailer which results in an increase of retail shops being opened near
consumer’s home

How do the functions of a wholesaler affect the consumer

- May add to cost of goods
- Offer cash and carry service to customers
- Providers variety to retailer passed on to customer
- Offer special promotion passed on to consumer
- Offers cash and carry services to some retailer cheaper prices to consumers
- Introduces retailer to new products passed to customer.

Why is a wholesaler reluctant to undertake retailing

- Could be in competition with his own customers
- Can not afford to run both kinds of business
- Would need to live moe staff
- Would spread resources too thinly and so might not be effective in either.
- Would need to have two different kinds of Premises in very diffderent location

Reasons for the Decline of the wholesaler

- Growth of large scale retailing outlets who are able to undertake their own wholesale
- Whole saling functions being undertaken by manufacturer or retailer-saving intermediary cost.
- Some retailers buying directly from manufacturers-reduced costs
- Increase in sale of branded and prepackaged goods-can be supplied directly from manufacturer.
- Demand for speed delivery perishables.
- Increased trade in particular kinds of goods-fragile.
- the intoduction of mail order
- some large scale retailers are able to manufacture their own goods, hence eliminating bo the whole-
saler and the producer
- need to cut on the intermediary costs
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 Page 19 of 89

- increase in trade of perishable goods such as bread and bouquets

- increase in trade of technical goods that may require installation by the manufacturer such as Digital
Satelite Television package(satelite dish) and computers
- demand for speed delivery of the goods such as Newspapers
- increase in trade of goods with low turnover such as furniture

SURVIVAL OF THE WHOLESALER[strategies taken by the wholesaler for the continued existence]
Despite the above factors working against the wholesaler, he has taken the following steps to remain com-
petitive:-
- formation of voluntary chains
- small retailers register as members and are supplied with the goods by the wholesaler
- and are conviniently situated where the retilers have established their shops
- small scale retailers do not have enough capital
- therefore they still depend on the wholesaler to supply them with the goods, to offer them
credit facility and delivery service.
- they operate co-operative wholesale society
- operates a cash and carry warehouse as well as retail in the same premises
- does not offer transport
- does not sell on credit

TYPES OF WHOLESALERS
CASH AND CARRY WHOLESALER
The cash and carry wholesaler is normally located on the outskirts of town and probably on the
industrial area of business site.
Reasons for the location
- no need for prime retail site for display
- retailers will have own transport to travel and collect their goods
- site less costly and prices or costs must be kept as low as possible
- large space required for car park or delivery bays

Characteristics of a Cash and Carry warehouse (wholesale)

- membership may be required
- customers are normally retailers and consumers
- stocks a variety of goods
- they strictly sell on cash basis/no credit facility offered, that is, retailers must pay by cheque/cash
prior to taking goods
- may give special offers, gifts, discounts and loss leaders
- they do bot provide transport or delivery service, that is, the retailers must transport their own
goods, this enables the wholesaler to cut costs/prices so that smaller retailers compete with
larger organizations.
- they operate from the warehouse/large buildings
- goods are displayed on shelves in boxes.
- they operate on self service
- customers use trolleys whilst shopping
- They mainly deal in groceries and other goods that do no require perssonal service
- They open for longer hours

GENERAL
They deal in a wide range of goods and they usually have branches in many parts of the country

Characteristics of a general wholesaler

- they are usually run by limited companies
- they operate either on regional or national level
- they give credit facilities to the retailers
- they may employ agents to collect orders from the retailers
- they carry out the functions of a wholesaler
- they provide delivery service to the retailers
- retailers are mostly account holding customers
- they offer all the functions of a wholesaler

SPECIALIST WHOLESALERS
These are wholsalers who deal in a limited range of goods. They are usually a source of supply for many
retailers and they sell both home produced and imported goods
Co-operative Wholesale Society
This is the wholesale business formed by the co-operative retail societies
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 Page 20 of 89

THE MAIN FEATURES OF CO-OPERATIVE WHOLESALE SOCIETY

 membership is open to all co-operative retail society wishing to become members
 they are controlled by Board of Director elected from representatives of the co-operative retail so-
ciety
 they break the bulk for the members
 they supply members with the variety of goods
 to reduce dependence on other wholesalers, they carry out manufacturing goods, farming and ob-
taining own labels
 capital is provided by co-operative retail society in direct proportion to the number of members
they have
 profits are shared as dividends amongst members according to the purchases made
 they are located on the outskirts of town for the following reasons; land is cheap and readily avail -
able, the members have to provide their own transport to move the goods.

MIDDLEMEN IN WHOLESALE TRADE

Factors
 they are agents concerned with selling of goods/services in the home trade
 they sell in their own names although not theirs
 They sell on behalf of their principals/someone else or other people and they do not buy.
 they have possession of the goods and documents of title
 they may sell the goods to the customers on credit
 They are remunerated by a commission
 And when they guarantee payment by buyers,
 they get an extra del Credere commission
 in addition their normal commission for bearing risks such as bad debts.

Brokers
 Are agents concerned with both buying and selling of goods/services
 on behalf of the principal/someone else or other people
 they do not have possession of the goods nor do they sell in their own name
 they merely bring buyer and seller together or into contact.
 They are remunerated by commission called brokerage

Merchants
 are principals/traders who buy goods for themselves.
 They import to sell at home.
 They act as wholesalers and provide delivery, warehousing etc.
 They are remuneration is profit
 which is the difference between the buying price and the selling price

MARKETING BOARDS
It is an association of agricultural producers and is established by an act of parliament.

Functions of the Marketing Board

 To ensure the efficient marketing of agricultural products
 to restrict undue fluctuations or variations in prices
 collection and storage of agricultural products
 to maintain a steady supply of goods on the market
 purchases total supply and releases quantities as appropriate
 fix prices of agricultural products
 advices farmers/producers
 supplies farm inputs and equipment to the farmers such as seeds and fertiliser
 offers loans to farmers
 carries out agricultural research
 gives producers a sure price/market
 gives consumers a steady supply of the goods

Warehousing
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This is the provision of ample accomodation and protection given to goods from the time they are pro -
duced until when they are needed by consumers.

Some Goods not usually stored in a warehouse.

1. Jewellery and pharmaceutical products are rarely stored, not only for security reasons but also be-
cause of the high cost of investment in the stock.
2. Some perishable goods such as bread and vegetables need to be consumed quickly and are,
therefore, rarely stored in a warehouse.

 They quickly go bad and must be used within a short time.

3. Some goods are so technical and bulky that they are made on order from consumer e.g. ships and
aircraft.

The importance of the warehouse to those in trade

- it provides a place for the storage of raw materials, equipment, partly finished goods and finished goods awaiting
sales, transportation and processing
- it provides storage for the seasonal goods such as rain coats, jerseys, Christmas cards etc.
- provides storage for goods in transit (entrepot) trade/stores goods in entrepot trade
- it allows production to take place ahead of demand
- ensures continuous production of goods
- it evens out prices/stabilises prices/avoids price fluctuations of goods and it helps to prevent shortages of goods
- reduces pilferage/theft of goods
- it protects goods from adverse/bad weather elements/conditions
- it provides room for the goods to be prepared for sale such as branding, blending packaging and labelling
- it allows some goods such wine, tobacco, and cheese to mature
- it provides space for the retailers to inspect the goods before buying them
- it may be a cold storage or a wholesaler cash and carry
- imported goods may be stored in the bonded warehouse
- thus saving the working capital
- it may be a bonded warehouse which provides storage for dutiable goods awaiting duty to be paid or imported goods
awaiting re-export
- may be at the airports/ports/bus terminals

Reasons why warehousing is important to the cash and carry wholesaler

- need to store the goods for customers/small retailer

- offers large variety of goods from manufacturers
- breaks the bulks, prices the goods, displays the goods
- enables retailers to chose their own goods using trolleys and pay for them at the
checkouts

Reasons why warehousing facility is essential to an importer of dutiable goods such as

wine
- need to store goods on which duty has not yet been paid
- enables wine and spirits to mature
- reduces theft/pilferage of goods
- useful in entrepot trade or when bottling/blending has to take place or when seek-
ing a buyer who will then pay the duty hence economising on the traders’ working capital

Importance of a Bonded Warehouse to an importer of Coffee

 storage of coffee on which duty has not yet been paid
 allows space for preparing coffee for sale/blending, bottling or packaging
 imported dutiable coffee can be store if the importer hasn’t got enough money
 allows postponement of duty
 hence economising/maximizing his working capital

Importance of a Bonded Warehousing to an Exporter of locally produced Computer

Software
 to protect the computer software from damage/theft/bad weather
 storage of computer software pending export and awaiting transport
 storage of the computer software needing further packaging

Types of Warehouses
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1. The wholesale Warehouse

The wholesalers buy goods in bulk and keep them in their warehouses before selling them. Most
wholesalers operate large warehouses which give them the space not only to protect the goods
but also to break the bulk, prepare goods for sale and allow retailers to come and inspect the
goods before they buy them.

2. Cold Storage Warehouse

This is a form of specialist warehouse used mainly for the storage of perishables like fruits, fresh
meat, fresh milk butter cheese etc. Goods can be exported throughout the world without the fear
that they would go bad on transit.

3. The Manufacturer’s Warehouse or Depots

They store raw materials, components, tools, spares and machinery necessary for production to
take place. They also store finished products before transporting or selling them. To the man -
ufacturer, Warehousing provides a reservoir of raw materials that enables production to go on
without interruption. It also enables them to keep a stock of finished goods that will be able to
meet the demand of their customers most of the time.

4. Seaport and Airport Authority Warehouses

They facilitates the worldwide distribution of goods in international trade. This makes it possible for
goods to be stored while on transit, either at sea ports or airports may be because transport is not
immediately available or because they are awaiting customs clearance.

5 Bonded Warehouses
 These are used for the storage of dutiable goods
 on which duty has not yet been paid.
 They are under the strict control of the customs and excise authorities.
 Goods are only released from them when the duty is paid.
 Goods may be sold whilst in the bonded warehouse
 To raise more money to pay for the duty
 If there is inadequate working capital
 Therefore maximising working capital
 The goods may be blended or prepackaged but not manufactured

Importance of the Bonded Warehouse

 They are very important as they facilitate international trade and also enable the customs
authorities to enforce the payment of duties.
 they allow the preparation of the goods for sales such as bottling, blending, grading,
branding, etc
 they enable goods to be offered for sale whilst in the bonded warehouse
 they enable the exporter to postpone payment of customs duty
 and thus economising on the working capital
 they allow the importer to transfer payment of customs duty to the new buyer
 they allow the exporter to avoid payment of customs duty on goods for re-export
 they encourage entrepot trade because of the avoidance of duty

DOCUMENTS USED IN HOME TRADE

THE NEED FOR DOCUMENTATION IN BUSINESS TRANSACTIONS
In business there is need to provide a written record of all the transactions that take place not only for
22
 Page 23 of 89

the sake of evidence but also to enable the parties involved to keep track of their activities. For this
matter a number of documents have evolved and are in use on a daily basis. Documents are impor -
tant in business for the following reasons:
 they provide a record of goods bought and sold by the business, such as purchases as sales
invoice
 they enable business activities to be controlled by providing a record of income and expendi -
ture such as the receipt and cheque
 they make it possible for information to be passed on to other traders, such as the catalogue
or quotation
 enables business debts to be collected by providing a record of debtors, such as the state -
ment of accounts shows the amount the buyer owes the seller
 confirms the delivery of goods, such as the delivery note and the consignment note.

How the buyer may obtain the information s/he requires before placing an order
- send for a catalogue and price list/trade journal
- send an inquiry to the seller and receive from him/her a quotation or catalogue or
price list
- telephone the supplier and quotation him for any information
- by attending a trade exhibition/trade fair organised by the seller
- by asking the seller for demostrations for his/her goods
- by asking the seller for visits by his/her sales representative

DOCUMENTS USED IN HOME TRADE

AN INQUIRY
This is a letter prepared by the buyer and is sent to the supplier
asking for the availability of goods, their sizes, prices, delivery dates and terms of sales.
It is possible to make a verbal inquiry on the telephone, and ask for a quotation although verbal in -
quiries may not be taken seriously.

ENQUIRY
The Salvation Army
Zambia Territory
Chikankata High School
PRIVATE BAG S 1
MAZABUKA
DATE ………………
TO BUDGET STORES
Mazabuka Branch

Dear Sir/madam

Please quote your best terms for the supply of the following:
1 60 Lounge suit- red
2 20 Display albums- grey
3 20 Card index cabinet - white
4 60 Card index cabinet - grey
5 10 Fling cabinet - green

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 Page 24 of 89

Yours faithfully

Mulenga Mwanakashi
Purchasing Manager

A tender
This is sent to the seller in response to an advertisement inviting quotations or estimates for the sup-
ply of certain goods or services. An estimate is an order to carry out a service or to undertake work
for someone at a certain price. This price is only the expected cost of the work to be done and is not
a definite price.

The terms of payment may include cash and trade discount.

Trade Discount
- it is a reduction from from the list or catalogue price
- it is usually shown or calculated on the invoice
- it is allowed to those in trade(one trader to another) or customers who are buying to sell
again for a profit/usually refferred to as profit margin
- usually varies with the quantity purchased and with the custom of that trader
- it encourage bulk buying
- may be varied to avoid the expenses of reprinting the catalogues
Cash Discount
- it is a reduction from the invoice price
- it is given to encourage prompty payment (early payment), eg. 5% within 14 days
- it helps to avoid bad debts and improve/speeds up the cash flow system of the business
- it enables the retailer to earn a good reputation with the supplier

The Differences between trade and Cash discount

Cash Discount Trade Discount

It reduces bad debts It saves the reprinting of catalogue
Aids cash flow of the business Encourages repeat orders
Reduction from the invoice price Reduction from the catalogue price
Encourages the buyer to pay promptly/quick It encourages bulk buying
payment

A Catalogue
 This is usually in form ofa booklet/pamphlet with pictures of goods
 containing description of the product,
 the terms of payment and terms of sale
 such as trade discount, cash on delivery and cash with order
 The prices may be shown under the article.
 They are usually issued once a year or at longer intervals
 and are normally printed by the outside firm, which makes them more expensive.
 They are usually used by the supplier as a means of advertising their goods.
 They are more common in mail order firms.

A Price List
 This is usually used with the catalogue.
 Each item in the catalogue is numbered and the same number is shown in the price list, along
the price for the item.
 A number of price list may be issued for use with only one catalogue because of the cost of
reprinting catalogues when prices change.
 The buyer will usually obtain a list from several firms and compare prices, taking careful note
of the respective terms offered by each.
 It shows the list of goods in stock with their prices
 The description of the goods such as the colour, quantity and quality.
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 Page 25 of 89

PRICE LIST
BOOK WORLD,
P. O. BOX 300001,
LUSAKA.
Ref No. Description Price
CO 12 Carbon papers A4 65 850 per box
D125 Ball pens (assorted) 45 000 per box
D127 Pencils (assorted) 30 000 per box
D150 Erasers 20 000 per box
P250 Quality bond papers A4 120 000 per box

THE QUOTATION
 This is a reply to the inquiry.
 It is usually sent by the supplier to the customer.
 contains a detailed description of goods asked for/available such as colour and quality,
 the price at which goods are offered,
 terms and conditions of sales including terms of payment and delivery date.
 The customer uses the quotation to compare prices and conditions offered by various suppli-
ers before placing the order.
 It shows name and address of the seller
 Shows the date when it was written

BUDGET STORES
MAZABUKA BRANCH
LIVINGSTONE ROAD
MAZABUKA
QUOTATION NO.. 384120
QUOTATION
TO. Chikankata High School
Private Bag S 1
Mazabuka

In reply to your enquiry dated ……………………

We have pleasure in quoting the following:

Code No. Quantity Description Unit Price Price

45231 60 Lounge suit-red K2 000 K120 000 000
42351 20 Display Album-grey 000 K80 000 000
43231 20 Card Index-white K4 000 K80 000 000
42352 60 Card Index-grey 000 K120 000 000
45321 10 Filing Cabinet-green K4 000 K57 000 000
000
K2 000
000
K5 700
000
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 Page 26 of 89

Prices valid for 21 days Orders over K50 000 000 sent carriage paid
Delivery within 4 weeks of receipt of order
Cash discount 5% if paid with 28days of invoicing
All the prices are subject to 10%Trade discount

Signature.

THE ORDER
This is an instruction to the supplier to supply a particular good(s).
It can be made on a special order form or in an ordinary letter.
Orders may also be placed verbally on the phone, but verbal orders must be followed up by a written
document to avoid misquotation and the supply of wrong items.
The order contains:
 The description of the goods required;
 The quantity ordered;
 Price, as given in the quotation or catalogue;
 Delivery date and cost of carriage;
 The terms of sale specifying whether there is credit or not and the discount offered. The im-
portance of the order is that it confirms the customer’s seriousness in purchasing the item.

BUDGET STORES
MAZABUKA BRANCH
LIVINGSTONE ROAD
MAZABUKA
Your Ref. 364120 Our Ref.
81434
ORDER FORM
Order No. 461710 Date
…………………..
To. Chikankata High School
Private Bag S 1
Mazabuka

Please supply and deliver:

Quantity Description Price
60 Lounge suit –red K120 000 000
20 Card index-grey K 80 000 000
20 Card index-white K 80 000 000
20 Display album-white K 80 000 000
10 Filing Cabinet - green K 57 000 000
K417 000
000

ADVICE NOTE
The advice note is sent to advise the buyer that the goods ordered have been despatched.
It is usually sent ahead of the goods.
It specifies the method of transport used, date of despatch, quantity and description of the goods.
If the goods do not arrive within a reasonable period of time the buyer should advise the seller.
As the advice note usually shows what is on the invoice,
it provides an opportunity for the buyer to spot any mistakes, which can be corrected quickly or in
advance, and to prepare the necessary space for the goods when they arrive.

ADVICE NOTE

BUDGET STORES
LIVINGSTONE ROAD
MAZABUKA BRANCH
MAZABUKA
Delivered to: ………………………………
………………………………
………………………………..
…………………………………
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 Page 27 of 89

Date Despatched: ……………………………..

Order No. ……………………………………. Dated: ………………….

Number of Packages Description

Received in good order and condition :
Customer’s signature:

A DELIVERY NOTE
It usually contains the same information as the advice note .
it is sent with the goods in order to assist the buyer to check the goods on arrival.
It is used only when the seller is using his or her own transport to deliver the goods to the buyer’s
premises
A duplicate copy is signed by the buyer acknowledging receipt of the goods.
The delivery note is usually the same as the invoice, except that the prices are Omitted

The purpose of the delivery note is:

 To provide the buyer with details of goods being delivered such as quantity of the goods and
the description of the goods
 To help the buyer check the goods on their arrival
 To enable the driver deliver the right type and amount of goods
 To allow the seller obtain receipt of deliver

A CONSIGNEMENT NOTE

This is a document used when the seller sending goods to the buyer by hired transport.
It is a request and instruction to the carrier to accept and deliver a certain consignment to the con-
signee.
It is made out in triplicate.
The carrier’s driver will sign one copy and give it to the sender who will keep it as his/her receipt.
It contains the address and name of the consignee;
a description of the goods;
the quantity of goods or number of packages;
and a statement of who is responsible for any possible damage to the goods and freight charges.
The consignment note is sent together with the goods and the consignee signs it to acknowledge re-
ceipt of them when the goods arrive.
The carrier will then produce this copy when claiming the freight charges (if it is not pre-paid).

.An invoice
This is a bill sent by the supplier to his customer containing details of the goods supplied relevant to
the order made,
such as description of goods sent, quantity supplied, price charged, terms of sale, trade discount and
value added tax if any.

It is important because :
 It shows the quantity of the goods supplied, the unit and total price
 It tells the buyer the amount he/she owes the supplier and,
 Shows the details and description of the goods,
 Discount given(trade discount) and Value Added Tax(VAT)
 It shows name and address of the buyer and seller
 It is used by the supplier to start the accounting process
 It is the request for payment for the goods supplied by the seller
 It is form the basis of a contract of purchas or sale of the goods between the buyer and the
seller
 It gives details of goods supplied to the buyer
 The buyer may also verify if everything ordered has been sent by checking the invoice
against the order (if there is no delivery note).
INVOICE
BUDGET STORES
MAZBUKA BRANCH
MAZABUKA

Date 5th November 2009

INVOICE NO..: 1642

YOUR ORDER NUMBER: 2542

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 Page 28 of 89

TO : Chikankata High School

Private Bag S 1
Mazabuka

QUANTITY DESCRIPTION/DETAILS UNIT PRICE(K) TOTAL AMOUNT(K)

50 White collarless shirt 45 000 2 250 000
50 Navy blue neck ties 9 000 450 000
50 Royal blue trousers 100 000 5 000 000
TOTAL 7 700 000
1 540 000
Less 20% trade discount 6 160 000
Terms: 2% one month, 1% two months and net three months

E&OE
Explanation of the terms:
 2% one month means that 2% cash discount will be allowed if payment is made within one
month
 1% two months means that 1% cash discount will be allowed if payment is made within two
months
 Net means that no cash discount will be allowed/full amount owing to be paid
 E&OE means Errors and omissions Excepted
NOTE: The address of the sender of the document is always on top of the document.

A PROFORMA INVOICE
is a special type of invoice sent before the goods are delivered if there is any doubt about the credit
standing of a new customer, or if the goods are being sent on approval. It shows same information
as the invoice.

A CREDIT NOTE
 This is usually printed and typed in red so that it will not be confused with an invoice or a
debit note.
 It is issued when the seller owes the buyer some money
 and totals are usually subtracted from the invoice before it is paid./reduces the amount indi -
cated on the invoice
 Informs the buyer that his/her account has been credited
 A credit note is sent by the seller to correct an overcharge,
 or to allow for the return of faulty goods
 or empty crates and containers which the buyer has paid for.
 It is also issued for surplus quantities of goods returned to the supplier
 Shows the unit price, total price of the goods returned, trade discount and reasons for the re -
turn such as for wrong goods supplied.
 Shows name and address of the buyer and the seller
 The credit note is important because it corrects the mistake that appears on the invoice.
 It is usually printed in red ink to show that money is going out from the business
CREDIT NOTE NO. ……………………..
Date…………………….…..

………………………………..
…………………………………
………………………………..
………………………………..

To: ………………………………….
………………………………………….
…………………………………………..
…………………………………………..

QTY DESCRIPTION PRICE AMOUNT

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 Page 29 of 89

DEBIT NOTE
This is a document sent to the buyer by the seller if he/she has been undercharged.
It is issued to claim the extra money outstanding.
In other words the debit note asks the buyer to pay the difference or amount by which he/she has
been undercharged. It may be issued if, for example:
 Some delivered items are committed on the invoice
 Pricing errors are made on the invoice
 To increase the amount indicated on the invoice when then buyer was oversupplied but un-
der charged
 To notify the buyer that his account has be further debited
 Increases the amount indicated on the invoice/it is a supplementary invoice
The importance of the debit note is that it informs the buyer of the undercharge and claims the extra
amount outstanding.

The seller has a right and obligation to issue both the credit and debit notes if the letters “E&OE” are
printed on the invoice. This means Errors and Omissions Excepted”, so if any mistake is made on the
invoice the seller can issue the note to make the necessary correction.

Debit Note
BUDGET STORES
LIVINGSTONE ROAD
PLOT NO. 87
MAZABUKA BRANCH
MAZABUKA
Date ……………………
TO: Chikankata High School
Private Bag S-1
Mazabuka

Invoice No. 263867 Dated …………………………..

Quantity Returned Description Model Price per Total VAT VAT Amount
No. unit cost Rate
(%)

THE STATEMENT OF ACCOUNT

This is a summary of all transactions made between the buyer and seller during the month. It is sent
by the supplier to the buyer every month. The main pieces of information contained in the statement
of account are:

 The balance owing at the beginning of the month, if any;

 Amount of invoices issued during the month;
 Payments made during the month;
 Credit/debit notes issued during the month and net amount owing at the end of the month;
This document is important because;
 It confirms the transactions made during the month;
 It reminds the customer that payment is due;
 It enables the buyer to compare the accounting records kept by the supplier with his/her own
records.

NOTE: entries made in the debit column increases the balance figure and entried made in credit
column reduces the balance figure
The last figure in the balance column shows the amount of money the buyer owes the seller at
the end of the month

STATEMENT
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 Page 30 of 89

SUPREME FURNISHERS
PLOT NO. 87
MAZABUKA BRANCH

TO: Chikankata High School Date …………………………

Private bag S-1
Mazabuka

Terms:

Date DETAILS Debit (K) Credit (K) Balance (K)

E&OE

. A Cheque is sent by the buyer to the seller as one of the method payment for goods. Since the
date on the cheque is the day on which the purchaser paid the supplier, the cheque acts as a record
of date of payment. Payment for the goods could also be made by standing order, credit transfer or
direct debit. The cheque contains the following information:
 The date on which the cheque is drawn
 The name of the payee
 The bank on which the cheque is drawn/name of the drawee
 The drawer’s name and signature
 Amount to be paid both in words and figures


Drawee
Payee Date on which
the cheque is drawn

BARCLAYS BANK (Z) LTD

(Registered Commercial Bank)
Mazabuka Branch Date 31st May 2009

Pay Celtel Mweemba or order

The sum of five Million Kwacha only

K5 000 000

Signature Crankshaft Banda

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 Page 31 of 89

Amount in words Amount in figures Signature of the

Drawer

A receipt
This is rarely used today since the cheque act of 1957, the cheque itself when it has been paid in the
seller’s account, and returned to the drawer, acts as a receipt. If payment is made through the credit
transfer system, the statement and the attached credit transfer slip are stamped by the bank cashier
which act as a receipt.

TRANSPORT
Definition: It is an aid to trade that is concerned with the movement of goods and people from
one place to another.
Importance of efficient means of transport
Efficiency means of transport is important to a company or factory such as Zambia –
China Mulungushi Textiles which may a have branch within and outside the country due to the
following reasons:-

- It creates utility by bringing goods within the consumers’ reach

- Provides consumers with a much wide variety of goods
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 Page 32 of 89

- Enables consumers to enjoy a high standard of living

- It levels out supply by transferring goods from where they are produced to where they
are needed, therefore helps to prevent scarcity
- Provides more opportunity for specialisation
- This leads to cheaper goods to consumers
- It clears the line of production for manufacturers
- It is used for the delivery of raw materials to the factory.
- It is used to ferry partly finished and finished goods to the warehouses and customers.
- Used to move equipment or space parts to the factory, offices and between sites.
- Allows the executive/management to travel between offices and factories.
- Allows sales represents/agents to move efficiently both within the country and over-
seas to meet their customers.
- It enables goods to reach the customer at the right time, right place, right condition in
order to satisfy human wants.
- It may bring revenue to the company if it operates its own fleet of vehicles.
- It encourages tourism throughout the world.
- It provides employment to those who work in various transport forms.
- It helps countries to develop their economics by opening up wider market for the
products.
- The above would usually include sea and air transport for overseas transactions or
road and rail transport for transactions within the country.
- Air transport is particularly important to a form for urgently needed goods or travel
worldwide.
- Road transport is important for the carriage of goods and people door to door.

Factors influencing the choice of transport

The following are the factors that may influence the choice of transport.
- Cost of transport; for example sea transport being cheaper than air transport.
- Speed of transport or urgency required such as perishable goods and pharmaceut-
ical goods need to be delivered quickly of the fast means of transport.
- Size or bulk and weight of the consignment for example oil by pipeline or tankers
not by air.
- Value of the goods; for example, coal can’t bear the cost of road transport but rail.
- the nature of goods; for instance, products like oil require special finilities.
- Accessibility of transport to the terminals
- The reputation and reliability of the transport/carrier of the goods.
- Security or safety involved e.g. air trasnport
- The distance involved.
- Type of transport
- Flexibility of the transport

ENVIROMENTAL PROBLEMS ASSOCIATED WITH TRANSPORT

- Pollution (air, water, land and noise)
- Ecological changes caused by the construction of the infrastructure, such as roads,
dams, ports, pipeline and rail

The Possible Solutions

- government policy
- civic education

FORMS OF TRANSPORT
Own fleet
Many large companies find it more convenient to buy, and operate own fleet of trucks for deliv-
ery goods and collecting raw materials
Advantages of own fleet:
- It can be cheaper if the company produces enough goods to keep the trucks busy.
- It gives direct contact between customers and supplier. This means problems can be
identified and solved more quickly before they become too serious/big.
- Better care can be taken to the goods as the business will be handling its own goods
32
 Page 33 of 89

- Deliveries can be arranged more flexible with respect to time and routes.
- The Company’s vehicle can be painted with advertisements on the sides so the fleet
provides free advertisement for the business whenever the vehicle goes.
- The use of own fleet means that fewer documentation will be required.
- Raw materials and equipment can be collected on and when they are needed.
- Own fleet is more convenient as goods can be delivered when necessary.

Disadvantages of own fleet:

- It is expensive to operate one’s own fleet of vehicles, as vehicles have to be bought,
licence used, maintenance fuel and insurance.
- Drivers, have to be paid regularly and transport managers have to be paid.
- Long distance deliveries to over seas customers for example, may not be possible on
own fleet. This simply means that sea, air or possibly rail has to be hired even if the
company has its own fleet.
- It may not be economical to have its own fleet if the output is too small.
- The other problem of road transport like traffic congestions, limit the carrying capa-
city and the fact that trucks have to return empty from trip, remains a problem.

Road transport
Road transport is by for the most important form of transport on most countries. It has drastic -
ally increased due to the following reasons,
Advantages of road transport
- It carries goods direct to their destination without any transhipment.
- Door to door delivery is possible by road.
- It is convenient and fast over short distances
- It is more flexible as far as time concerned, that is no timetables and schedule may be
followed.
- May be economical due to less capital costs/transhipment cost.
- Goods may better be protected or less pilferage/theft as the driver may keep an eye
on them all the time.
- Roads reach almost everywhere
- Goods may be delivered anytime
- It is suitable for delivery perishables
- It is suitable for small loads of consignment
- It is suitable for most type of goods
- It is possible to use own fleet of vehicles

Disadvantages of Road transport

- It is slower over long distances than rail
- It is no feasible to ferry large quantities or bulk goods as coal.
- It is reliable to break down and delays due to poor weather conditions.
- If the vehicle returns empty to the depot the cost of delivery the load will be most
costly than necessary.
- The driver may have to stay overnight at a hotel for long distances. This may increase
over all costs.
- It is not suitable for carrying dangerous goods such as petroleum.
- It causes more damages to the environment and ozone layer due to air pollution emit-
ted
- By the burning fuel and noise produced by some vehicle.
RAILWAY TRANSPORT
Railway transport is the most ideal form of delivery bulk Cargo such as coal, Iron ores, building
materials, petroleum etc.
Advantages of railway transport over road transport
- Railway transport is faster over long distance than road transport.
- It is cheaper especially when carrying bulk goods.
- There is no congestion on the railway line (trains are free from congestion).
- It is not so badly affected by adverse weather conditions
- It is economical in the use of fuel
- A railway line may have direct access to the seaport
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 Page 34 of 89

- Railway transport has relatively low running costs.

- It is safer for carrying dangerous products such as fuel.
- Special facilities have been developed in railway transport for carrying bulk deliveries
dangerous products such as fuel or oil, coal, cobalt, cement, iron ores etc.

Disadvantages of Railway transport

- Timetables make railway transport less flexible than road transport.
- The transhipment of goods, apart from causing inconvenience and damage of goods.
- The expense of equipment and keeping the train in good condition is considerably
high.
- door to door delivery is not possible by rail
- It is not suitable for urgent deliveries
- It is generally slower than road transport over short distance.
- It is not economical for small load, and short distances

Sea transport
This is by for the most important form of water transport for the carriage of goods. There are
various classifications of vessels used in sea transport and these are:-
1. Passenger lines
- These are mainly used for the carriage of passengers to various parts of the world.
- They may curry some Cargo such as mails.
- They follow strict timetables and schedules
- They cannot wait for any delayed Cargo or passengers to arrive.
- They follow fixed routes
- They usually call at the main parts of the world.
- Their main advantage of this form of transport is that transport can be planned ahead
of time and space.
- The charges are usually fixed jointly by the shipping conference to which their owners
belong.

2. Cargo lines
- These are ships used mainly for the delivery of goods although they may also carry
few passengers
- They operate on fixed routes and adhere to regular timetable.
- The ship will leave the port on time even if some of the scheduled cargo has not yet
arrived.
- They too belong to the shopping conference and their charges are also fixed.

3. – Tramp vessels (steamers)

- These do not operate on regular routes or fixed timetables but sail whenever traders
want their cargo to be taken.
- They do not carry passengers/carries goods only
- They move from one part to another while awaiting demand for their services
- They normally hired or chartered by whoever wants their services (his/her goods to be
ferried)
- Usually a charter part/agreement is signed between the ship owners and the trader
who wants the shop to carry his/her good.
- Charges are usually based on space available, bulk of the consignment, weight and
distance involved.

SPECIALED VESSELS AND GENERAL CARGO

Such ships are specialty designed for a specific purpose
(a) Roll on and Roll off ships (Roros) or vessels
- These are specially designed to allow vehicles to drive on and off with its cargo/pas-
sengers without difficulties.
- It speeds up door to door delivery to overseas destination eliminating delays on load-
ing of goods (serving time)
- It also reduces possibilities of pilferage and damage to the goods in transit /on routes.

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(b) Container ships/vessels

 are specially designed vessels
 usually cellular in design
 to carry standardised containers
 which may be metal or wooden
 in order to save space on board when storing containers on board
 and maximise security of the goods.
 The problem of loading and unloading is eliminated (simplified)
 as cranes are able to load and unload quickly.
 Such vessels assist in turn-round time on ports
 and serving harbour dues or levies (reducing freight cost).

(c) Tankers
- These are bulk carriers specially designed to carry liquids
- Such as oil and any bulk liquid.
- They are specially designed to minimise safety, and loading and unloading liquids.
- There size helps to cut off freight charged and harbour dues.
- They are able to ferry large amount of oil demands worldwide.

(d) Oil Bulk Ore (OBO) ships

- They are large ships specially designed to carry one type of goods at a time.
- They are also known as bulk carriers
- Oil tankers are a good example of OBO ships.

REQUIREMENTS OF A GOOD SEA PORT

The control of seaports and their facilities is done by the Port Authority. The Port Authority as-
sists traders and other users of seaports by taking responsibility for efficiency of the seaport.
The following are the requirements of a good sea port/harbour:-
- It should be sited as near as possible to a town or city, but not near high buildings and
cause as litter pollution as possible.
- It should have speed and efficient roads and rail network to provide easy access and
departure of travellers and goods.
- It should have good equipment and repair service necessary to keep aircraft flying
such as sophiscated radios, radars, computers and technical equipment.
- It should have customs facilities to regulate the importation of goods and to check for
prohibited goods such as firearms and mandrax.
- Should have migration offices to ensure that only people with valid documents do
enter or leave the country.
- Should have buildings for hotel and accommodation, police stations, health centres,
banks, restaurants, post offices etc.
- Must have safety procedures such as fire engines and ambulances.
- Must have good warehousing facilities.

Functions of the Port Authority

- They maintain the approach to the port by road, rail sea etc.
- They provide warehousing facilities for the goods
- they provide customs and immigration offices
- the provide ship repair yards
- they provide landing facilities such as lock gates, buoys and wharves.
- they maintain port equipment and charge users
- provides communication by radio and telephone
- they provide markets, dock rooms, banking facilities, rest houses and restaur-
ants for passengers
- provides offices for agents
- provides security offices such as police offices
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- provides health and sanitation facilities

- provides efficiency labour supply by hiring dock labourers, engineers, main-
taining good industrial relations and licensing lighter men
- the provide refuelling and fresh water
- they dredge the port to maintain the depth
- they levy port labours and dock dues to pay for the above
- they undertake all clerical work concerned with the above

Advantage of sea transport

- It is relatively cheap particularly over long distances for the Carriage bulk goods which
are not urgently needed.
- Large quantities/weight can be moved in one vessel, such as bulk consignment of
grains.
- The use of containers keeps costs to a minimum vessel, such as bulk consignment of
grains.
- The use of containers keeps costs to a minimum and increases the safety goods as it
minimise handling of goods in transit.
- The seaport provides cheap transport linking all containers of the world as all coun-
tries have long sea costs.
- Tranships provide a very flexible service as they bound to any fixed routes.
- Special vessels, such as oil tankers and reapers can be built for special cargo.

Disadvantages
- It is relatively slow for urgently needed goods.
- It has high insurance costs because of high risks jettisoning of goods.
- There is high risk of pilferage and theft.
- It does not offer door to door services as some countries/areas may not have sea-
ports. (Transhipment is inevitable).
- Bad weather can cause delays and loss of goods.
- Land locked countries like Zambia, Botswana, Lesotho, etc do not get the full benefit
of sea transport.

CONTAINERISATION
 This is the system of transporting or delivering goods by the use of containers.
 Containers are large metal boxes of standard sizes/specified sizes
 in which goods are picked at the manufactures premises/warehouse
 and are secured by the supervision of customs authorities
 and not opened until they reach their final destination.
 This form of transport is mostly used in road, rail and sea transport.
 The freight is based on the size of the container
 It reduces handling of the goods
 It reduces the risk of theft and damage to the goods
 It reduces insurance rates

Advantages of containerisation
- Increased speed of delivery
- as containers can be transferred quickly/past between different form of transport.
- Goods are not taken out of the containers until they reach their final destination
- which eases the problem of loading and saves time.
- Eliminates the use of warehouses as the containers can be stocked outside.
- Increases safety as there is less risk of pilferage thefts and damage.
- There is a quick turn round for vehicle/ship,
- which may reduce transport costs or handling costs.
- T.I.R. (Transport International Routier) allows increased speed through customers.
- Packing and insurance costs are reduced as containers improve safety of goods.

Disadvantages
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- not all vehicles and ships are standardized to carry containers.

- This means the company might still need to hire standardized trucks.
- Not all terminals (Ports) have mechanised container handling facilities.
- This will require expensive upgrading of ports for them to be able to handle contain-
ers.
- It requires large capital investment to establish container ports.
- They are not economical for carrying small loads, as there would be wastage of space.
- Many bulk goods such as timber, iron have limited capacity in air transport
- as it has weight limits/restrictions.

AIR TRANSPORT
Air transport has seen a marked improvement in recent years and as a result, there has been a
rapid growth in the volume of cargo traffic and passengers using air transport. Some of these
include:
- The increased the importance of air freight due to more airports world wide, bigger air
craft and better airport facilities
- The building of larger aircraft which are porter and move reliable.
- An improved design such as fuse long and enquire has increased fuel economic.
- Improved loading through large class at the nose and tail has cut loading capacity.
- Increased in the number and improvement of handle facilities, provision of better
storage and handle facilities worldwide has seen remarkable change in air transport.

Advantages of air transport

- The speed of our transport is particularly essential for urgent deliveries and emergen-
cies.
- Packaging and Insurance costs are minimal due to short transit period.
- There is more security for goods as there is less chances of theft/pilferage.
- There is less damage, to goods due to less handlings and travelling time.
- It operates on direct routes
- It is economical over long distances
- Airports may even be found in jungles/deserts.

Disadvantages of air transport

- It has higher operational cost.
- Aircrafts have a limit carrying capacity, very sensitive to weight and size of Cargo.
- It relies on other forms of transport.
- It is not suitable for short list distances
- It may also cause noise and pollution
- If a phone crushes usually there is total loss of lives and Cargo.
- There is a threat of hi-jacking aeroplanes

Modern Trends in Transport

The modern trends in transport includes the following
 The growth of containerisation of goods by road, rail, sea and air transport system
 Improvement in roads and motorways
 Improvement in modern handling facilities at airports, seaports and railway stations
 The growing in importance of high speed trains
 The growing in importance of air transport because of large aircrafts, large airports,
more airports and more air routes allowing more goods to be carried by air
 The development of roll on, roll off ferries
 Improvement in security measures for goods being transported
 The increased movement of goods because of the formation of trading blocks such as
the Southern and Central African Development Community (SADC), European Economic
Community (EEC) etc.
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 The decline in volume of goods carried by railways in many parts of the world
 The removal of customs barriers at entry points to the country has facilitated the use of
transcontinental vehicles.
 The general improvement in transport facilities have speeded up the movement of
goods worldwide.

Pipeline

This is the system most used in the delivery of liquids such as crude oil/petroleum products.

Advantages of pipeline
o They are cheaper to maintain
o They carry large volumes of goods
o They save on labour
o There is no congestion or does not pollute the environment
o Can be used for alternative fluids/gases/liquids
o May offer direct delivery/door to door
o Goods are protected from contamination

Disadvantages of pipeline
o The initial cost of constructing a pipeline is too high
o It is not suitable for irregular cargo
o It is limited to transportation of fluids
o It has no return loads
o Can easily be attacked by enemies in times of war/ open to sabotage
o It requires many pumping stations if the gradient is high
o There could be high losses in case of leakages
o May be subject to theft/vandalism
o Leakage may pollute the environment

Insurance
Insurance is an aid to trade, which under takes to cover risks, that may or may not (probabilit -
ies) in business and if they happen, they will cause financial losses. It involves the insurer and
the insured.

Insurer
This is the party (insurance Company) which under take/ giving the cover or Insurance

Insured: This is the party (person) seeking for insurance or guarantee of compensation.
Definition:
Insurance is the legally binding guarantee given by the insurer to compensate/indemnify/re-
store or cover the insured for any financial loss which may be suffered as a result of the occur-
ancy of a specified event which may or not occur(probabilities). In return for this guarantee
the insured makes a periodic payment called premium to the Insurer. The premiums are paid
into a central fund (pool) for the claims of the unfortunate few (ones). The profit on the Insur -
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ance Company is based on the statistical probability that only a small percentage of the in -
sured person will ever have to make claims. Therefore, the premium of many pays the claims
of the unfortunate few who have suffered financial loss as a result of an insurable risk leaving
the excess as a profit for the insurer for the services he provides. The larger the number of
people contributing to an Insurance pool for a particular risks the less likelihood of that group
suffering a large percentage of less than the average for all the people open to the risk. This is
known as law of average. This is because there is less chance of loss to the Insurance com-
pany. When the number insuring a particular risks with it, is large, the amount or premium
likely to be charged is lower.

Purpose/Functions of Insurance
- To pool the risks of many insured persons and spread the financial losses of the unfor-
tunate few over the fortunate few over the fortunate many.
- It reduces the risk of financial loss by giving indemnity i.e. giving security to the in-
sured.
- It reduces, fear by increasing funds, which might otherwise have to be set aside in
case of a calamity.
- It allows businessmen and businesswomen to enter into large-scale contract, which
might otherwise be avoided for fear of loss.
- It is also on invisible export and means of saving for some people (in the case of an
endowment policy)

Why it is important for the business people to insure their items

 If a loss occurs, the businessperson will receive compensation. Where the business per-
son does not insure, his/her goods and suffer a loss s/he will receive no compensation
and he may end up going out of business
 It gives people the confidence to continue conducting businesses knowing well that
should they suffer a financial loss, the insurance company will compensate them
 Claims against business people may be too large and without insurance, they may not
be able to meet huge claims arising from the members of public who may suffer losses.
It is for this reason that business people are required by law to take public liability insur-
ance, for example, employer’s liability insurance.

Pooling of Risks
 Pooling of risks is the basis of insurance which enables the fortunate ones to help the
unfortunate ones.
 A policy holder pays a premium into the pool from which compensation is paid to those
who claim.
 The funds in a pool must be sufficient to cover compensation, administration cases and
leave some profits for the insurance company.
 There is likely to be a separate pool for each risk.
 Some companies like Konkola Copper mine and Mopani Copper mine may run their own
risk, that is use self insurance.
 If there are many who wish to insure against a particular risk, more premium is contrib-
uted, but if there are few calamities, the premium is low.
 For the principle of pooling of risks to work, the insured persons must not suffer losses
all at the same time. If they all suffer the loss at once, they can be no enough funds in
the insurance pool to pay everyone.

PRINCIPLES OF INSURANCE
There are the basic ‘rules’ of insurance which are applied to ensure that the policy is effective
and it is not prone (open) to abuse:
(i) Utmost good faith
 Both the insured and insurer must reveal every relevant and material facts relating to
the policy being undertaken.
 The insured must fill in the proposal form by telling the truth without leaving out any
material facts relating to the contact.

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 This enables insurance company to assess the risk and decide whether of not to accept
it and then determine the amount of premium
 The insurance company must also act in the utmost good faith by settling material facts
relating to the contract.
 The contract may be declared null and void if utmost good faith is not followed by both
parties (breach or utmost good faith) renders the contract well and avoid.

(ii) Indemnify
 This principal states that the policy holder must be restored/compensated to his or her
former financial position without making profits out of a loss. In either words he/she
must be placed in the same financial position as before.
 She is not allowed to make profit out of a loss as she may cause the risk to occur.
 Indemnity does not apply to life assurance and is limited to the sum insured or the mar-
ket value of the object, therefore the insured must not over insure or under insure.
 Contribution applies if the policy holder insured with more than one insurance company.
 In this case, insurance companies contribute proportional amounts to make up for the
loss.
 Subrogation applies if the insured is fully compensated/Indemnified for the loss E.g. in
the case of a vehicle stolen or damaged, the damaged (scrap vehicle) or recovered
property belongs to the insurance company.
 The principle of average under indemnity means that if the insured does not increase
the amount of the cover when the value of the insured object. increases, he will not re -
ceive the full compensation in the event of the claim, instead he will receive part of the
compensation based on the average cause or the ratio of the amount to cover the
market value of the object
i.e . amount insured x Amount of compensation
Actual value of object

(iii) Insurable Interest

 It states that only the person who stands to lose financially if the risk insured against
has the legal right to insure the property or life
 That is, the person must own the property if s/he has to insure it.
 It prevents people who are not owners of the item from insuring the property
 If people were allowed to insure items or lives which do not belong to them, they might
be tempted to deliberately cause the loss in order to claim compensation
 And thus making profit out of the loss
 This will defeat the principle of indemnity because
 The insured was not in the position to lose financially hence s/he could not be indemni -
fied

Proximate cause
This doctrine entails that the insurance company can only compensate a person who has
suffered a loss if the risk insured against is the immediate cause of the loss.
- There is no compensation payable if the loss caused by the risk is not insured against
- For instance, if Mr. Masimpe assures his life against death by motor accident and as
he is travelling from Mazabuka to very far place, he dies of a heart attack no com-
pensation would be paid, this is because, the immediate cause of his death is a risk
which he did not insure his life against.
- The application of this doctrine of proximate cause is further illustrated in fire insur-
ance.
- A fire insurance policy will not only cover losses caused directly by fire, but use of wa -
ter or demolition of part of the building to prevent the spread of fire to other parts or
to neighbouring building.

Taking out an Insurance Policy

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- The person seeking insurance cover approaches the insurance broker

- S/he obtains and completes the proposal form which an an application for insurance
- It gives details of the risk to be covered against and details of the applicant.
- The proposal form must be filled in utmost good faith.
- The proposal form is important to the insured because;
- It enables the insurance company assess the risk and decide whether or not to accept
the risks and fix/set premium and finally issue the insurance policy, setting the terms
of the contract (it forms the basis of the contract).
- *An insurance policy is a paper written as evidence between the insurance company
and the person insured.
- Where the important information relating to the object being insured is not disclosed
on the proposal form, the contract may be declared null and void

Procedure involved in making a claim

 Inform the police immediately the loss occurs/happens
 Notify the insurance company of the loss as soon as it happens(possible)
 Notify the insurance company if the object was insured with the other insurance com-
pany
 Complete the claim form giving full details of the loss suffered
 Insurance company employees (assessors) inspects the damage
 They assess and determine the amount of financial loss suffered
 In order to arrive at a fair and reasonable amount of compensation, the client signs an
agreement of loss form to bind him to accept the amount of compensation arrived at
 The insurance company settles the claim by paying money
 Or by paying in kind, eg, buying the same object of the same model
 The remains of the object are subrogated to the insurance company

An Insurance Policy
 It is a document which sets out terms and conditions of an insurance
 Covering the precise risk
 Period of cover
 Exceptions such as life assurance like suicide
 And the amount of premium to be paid

The Insurance Broker

- He acts as a link between the insurance company (underwriter) and the clients as the
clients.
- Can not approach the underwriters directly.
- He gives information on the policy for a number of insurance companies.
- They are not employed by the Insurance Company but they are independent profes-
sionals, who are on insurance business on their own account.
- They advice clients on the best insurance policy to the damage (scrapped vehicles) or
recovered property of the insurance company.
- He may deal with the full amount of the policy recovered
- He may deal with claims and particular problems affecting the client.
- They collect premium from their clients on behalf of the insurance company.
- They arrange insurance cover and administration (papers) work or clerical work for
their clients.
- Brokers are paid commission by the insurance company for their work.
- Their commission is known as brokerage.

The Lloyds Insurance Corporation of London

This is international/ world market for Marine insurance and other risks such as aviation and life
insurance.
o They have a high reputation to meet claims under writers offers insurance cover when
approached by brothers
o Lloyds of London corporation is not on insurance but rather an organisation which
provides accommodation and other facilities for the member (underwriter and brokers
who wish to provide or negotiate insurance business.
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o The Lloyds co-operation originated in the 18th Century from a coffee house.

Under writers
o These are principals who accept Insurance risks or cover a risk such as marine
o They receive insurance premiums from the clients
o If the risk occurs they pay out compensation from their own pockets
o They are rich people(they need enough resources) with a considerable financial stand,
which enables them to meet claims.
o They have unlimited liability
o They work/operates in syndicates (groups)
o They do not have contact with members of the public directly but through an insurance
broker.
o They may be represented by an underwriter agent to “LEAD” who accepts insurance on
his behalf.
o Their remunerations is profits

Branches of insurance
Because there are many risks facing individuals and businesses, many different insurance
policies have been designed to offer various insurance cover. These are:-

Life Assurance
 The term assurance refers to certainties,
 that is, risks that must certainly occur such as death.
 The term insurance refers to probabilities,
 that is, risks that may or may not happen such as fire, theft, accident and flood..
The principle of indemnity, does not apply to life assurance. This is because when a person
dies, no amount of monetary compensation will restore him/her to life. Assurance is looked at
as a form of serving plan rather than insurance. It is true and we all know that we are going to
die but we are not sure when we will die.
Life assurance is a good way of ensuring that surviving members of the family are taken care
of
Usually, if we live for a very long time and die long after retirement, it is possible that our sav-
ings may be sufficient to meet the demands of our dependants. But if we die young we are
likely to leave a widow and young children with no money to look after them. This is where life
assurance will be helpful.
Life policies are normally sold by insurance agents who are different from brokers.
Insurance agents usually act on behalf of a particular company. They never handle premiums.
The premiums are paid directly to the insurance company – Life assurance policy covers
the following:

(a) Whole life policy

This is a policy under which a person assures his/her life for a certain sum of money which will
be paid to his/her dependants after his/her death.
- the person divides how much he wants to assure his life for and the insurance com -
pany
calculates the amount of premium to be paid monthly or yearly.
- The assured pays premium for his/her entire working life until death.
- To fix premium, the Insurance company will look at the age, health records occupa-
tion as well as the duration and the amount of cover required – if the assured dies,
the money is then paid to his/her dependants and beneficiaries.

(b) Term Policy

- This is a policy which covers a person for a fixed period of time e.g. twenty years.
- The premium is cheaper as the insurance company does not have to pay anything if
the person lives up to the period covered.
- It may act as a form of saving for some people.
- She/he can take the policy for the duration of the loan.
- It is good for someone buying a house through mortgage.

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- If he/she dies before furnishing paying for the loan, the procedures are used to pay off
the loan.
- The main disadvantages of this policy is that no value at the end of its full period.

© ENDONMENT POLICY
Under this policy the assured is covered for certain period of time.
- The period may be from 5 years to 20 years.
- It provides compensation in money (sum assured) either at maturity date or death of
the assured person whichever comes first.
- Endowment policy serves two useful purposes f:
- Endowment policy profit with profit assures the assured person to share profit made
by the insurance company from the premiums.

Fire Insurance
- Fire is a risk that has caused untold misery to mankind.
- The major Insurance cover available are

(a) Ordinary fire insurance

- Provides cover/insurance protection to a wide range of property such as personal and
business buildings, and there content against damage caused by fire.

(b) Consequential Loss

 this is the loss of profit suffered as result of an insured risk
 for example; a trader may insure his/her retail shop against fire.
 If later fire totally destroys the retail shop,
 then the trader has not only lost the business buildings and contents
 but also the profit she/he was making.
 The loss of profit is a consequence of fire destroying business building and the contents.
Therefore, a consequential loss insurance provides compensation for:
 Loss of normal business profits as a result of an insured risk. e.g. fire
 Business expenses required to be paid when the business buildings are not in use.
 i.e. expense that may continue to be paid after the building are destroyed are salar-
ies, interest on loan etc.
 Renting or an alternative building.

Factors considered when fixing the premium for the insurance.

 The number of people wishing to insure
 So as to apply the law of big numbers
 Type of cover required
 Age of the person or the object
 Purpose for which the object is used for
 Value of the object
 Number of people using the object
 Security gadgets fitted to the object
 Make of the object
The size of the premium for pure insurance depends on the likely hold of fire breaking out and
the following are some of the factors considered are.

 Materials used in the construction of the building i.e. whether materials are bricks or
wood or concrete and whether roofing is a thatch or iron sheets or asbestos.
 Whether inflammable materials such as petrol, diesel, paraffin etc are stored in the
house or not.
 Nature of the surroundings of the house i.e. whether there is danger of fire breaking
out from the neighbouring houses or not.
 Whether additional fire protection facilities are available or not e.g. fire brigade ser-
vices provided by local government.

Accidental Insurance
This branch of insurance covers a wide range of Insurance policies and includes the following:

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(a) Motor Vehicle Insurance

 It is compulsory by law far motor vehicle owners to Insure
 against loss or damage to third parties.
 In a contract of motor insurance, the two parties actually connected with the
Contract of Insurance are the insurer who is known as the first party
 and the insured person who is called the second party.
 The third party is any member of the general public
 to whom death or body injury may be caused
 e.g. passengers, pedestrians, other motorists etc.

A variety of motor Insurance policy exists. The main ones include the following:

(i) Third party motor insurance

 Third party motor insurance is the minimum motor insurance
 any vehicle that moves on the road is required to have
 third party provides compensation only to third parties
 for death or body injury caused to them damage to their property.
 The insured’s own vehicle is not covered.

(ii) Third party, fire and theft motor insurance

This type of insurance covers
- Third parties for death or body injuries caused to them and their property.
- The insured’s own vehicle
- for accidental damage to the vehicle,
- injury to the driver, loss of the vehicle by fire, theft or by instant mob justice.

(iii) Full comprehensive

Full comprehensive insurance covers a variety or risks that may happen to the vehicle. It is
therefore the best and at the same time the most expensive type of motor insurance.

Factors considered when fixing the premium for motor insurance

The size of the premium payable on motor insurance depends on many factors which include
the following:
 Experience of the number of accidents the type of vehicle being insured has been
involved in based on statistics insurance companies have in their possession.
 The number of people wishing to insure against the risk or say, road traffic accident,
so as to apply the low of big number.
 The type of motor insurance required whether it is third party or comprehensive in-
surance etc comprehensive insurance covers many risks and therefore higher are
charged.
 The age of the driver young people are charged higher premiums because they
drive fast, and therefore more likely to cause accident.
 The purpose for which the vehicle is used e.g. higher premiums are charged on sport
cars than on family cars which are not used for car racing.
 The value of the vehicle – A new car stolen or damaged would require more money
to repeal than an old car. Therefore higher premiums are paid on new cars than old
ones.
 The number of people using the vehicle premiums are lower when the motor insur-
ance required is meant to cover one driver. Higher premiums are charged where
the vehicle is used by many drivers.
 Occupation of the user. The size of premium for a teacher driver, for example may
be less than that of sales person when is always travelling across the country selling
goods. A teacher is found in class most of the day and is therefore less likely to
cause accidents. Female drivers are usually better drivers than male drivers and so
less premiums for ladies than gentlemen.

(b) Employer’s Liability Insurance

 This class of accident insurance provides compensation of employees for deaths,
diseases etc
 . Suffered whilst at work
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 or as a result of the employer’s negligence

 for example a shutter in Zambia Railways may lose both legs in an accident while
on duty.
 If employer’s liability insurance was taken by Zambia Railways, then the insur-
ance company would compensate the injured employee
 without employer’s liability, the employer might not be able to continue if a sub-
stantial claim was made as all the money of the company can just be used to pay
compensation to the employee.

Public Liability
Public liability insurance covers business owners and manufacturers against claims by mem-
bers of the public for deaths, accidents etc. caused to them due to business owner’s negli-
gence.

Examples
(i) A minibus owner may insure his/her minibus against the possibility of accident
happening to members of the public whilst travelling on the bus.
(ii) A manufacturer may insure against claims for death or injuries resulting from the
use his/her product e.g. a meat pie manufacturer can insure against the possibility
of poisoning to members of the public after eating the meat pie.

The money that may be required in compensating injured members of the public
might amount to a billions of Kwacha. A business without a public liability insurance
may not be able to continue carrying out its business activities if large claims for
deaths or injuries is made on it by members of the public. It is important therefore
that a business takes up a public liability insurance so that claims made by mem-
bers of the public for injury or deaths are not by insurance companies. This would
leave the operation of the business unaffected.

(d) Fidelity guarantee Insurance policy

This class of insurance provides to employing for money or goods embezzled (stolen) by
employees. Company employees who handle large sums of money such as accountants
take Fidelity Guarantee insurance and pay premiums. The benefits of the insurance guar-
antee policy are however, paid to the employee when an employee is convicted in a court
of law of having had stolen goods or cash.

(e) Credit Insurance

Credit insurance provides cover to traders for losses resulting from bad debts i.e. loss of
money due to non-payment by customers who obtained goods one sources on credit but
later fail to pay for them.

(f) Theft Insurance

This, class of insurance provides compensation to insured persons whose goods are
stolen from homes or businesses or goods in transit.

(g) Air travel insurance

This class of insurance provides compensation to insured person who suffer deaths or
injuries caused by air accident.

4. Marine Insurance
Marine Insurance Covers losses or damage to property and life caused by sea risks. The
main types of marine insurance are:

(a) Hull Insurance

This class of marine insurance covers losses caused to the body of the ships, its ma-
chinery and fixtures. The sea risks that may cause loss or damage to the ship or goods
including bad weather, collision with other ships, fire, sinking of a ship, bond storage in
the ship, theft, etc.

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(b) Cargo Insurance

Cargo Insurance covers importers and Exporters for loss or damage to goods being
transported by sea transport to various parts of the world.

(c) Ship Owners Liability Insurance

This class of insurance covers ship owners against claims that may be made against
them.
(i) Death or injuries caused to crew members and passengers.
(ii) Loss or damage caused to other shop in a collision.
(iii) Loss or damage caused to beaches etc.

(d) Freight Insurance

Freight is the sum of money paid to the shop owners whose shop was hired for the
transportation of goods.
At certain times, freight is not paid in advance until the goods reach their final destina-
tion.
Freight insurance therefore, covers ship owners against the possibility of not being paid
freight or hire money by clients who do not pay transport charges in advance.

(e) Sellers interest insurance

Where goods are sent to a buyer in a foreign country and the buyer refuses to accept de-
livery of these goods possibly because he/she is bankrupt, the seller’s interest insurance
would cover the goods while arrangement are being made to sell them for the best price
possible. Compensation is paid to the seller if the goods are stolen or damaged in any-
way before they are sold.

MARINE POLICIES
Types of marine policies include;
(a) Voyage policy
This type of marine policy is taken out for a particular journey e.g. from Dar e slam to
New York: USA: Cargo insurance is usually taken on voyage policy rather than on a time
policy.

(b) Time policy

Time policy is marine insurance taken for a particular period of time to cover the hired
ship,
for instance for a period of six months.

(c) Mixed policy

Mixed policy requires that a sum of money agreed upon between the person seeking
insurance cover and the insurer is deposited with under risks so that each time
a ship makes a journey the premium is deducted from the amount deposited with under-
writers. Floating policies are appropriate where regular shipments of goods are made.
They save time and troubles of taking out separate insurance policies for each trip made.

MARINE LOSS
Marine costs may be classified as:
(a) Particular average

Particular average refers to any form of cars or injury that may be suffered whilst
the ship or goods are in transit. The losses suffered may be complete or partial
loss but it should be as result of the risks insured against.

COMMUNICATIONS

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Communication is an aid to trade concerned with informing people on goods and ser -
vices available, and enabling businesses and individuals to be in contact with other
businesses and relations within the country and abroad.

Importance of Communications
 provides business people with efficient means of contact within the business organization
 e.g. communication between the branches of an organization, or between departments etc.
 informs the public on goods and services available on markets, where they can get them and at what price.
 enables businesses to be conducted world wide. Today, the whole world is one huge market. No matter
where a person lives, the various
 facilities available allow him or her to conduct businesses anywhere in the world.
 widens the markets for the firm’s products in both home and overseas trade.
 enables customers and suppliers in home and overseas trade to be contacted speedily
 by telephones, fax, electronic mail, telex, internet, air mail etc. thereby allowing for quick:
 Placement of orders for goods urgently required e.g. spare parts etc
 Dealing with customers’ complaints, and for
 Settlement of payment and queries that may arise in a business transaction.
 enables businesses to compete with one another.
 enables businesses to penetrate new markets or widening of markets.
 allows businesses to be in contact with sales representatives in home and overseas markets.
 enables businesses to be in contact with stock markets world wide for detailed information on existing
share prices.
 is essential in organizing surveys or trade fairs to promote business activities.

Types of Communication services

The two main types of communication services are postal services and telecommunication ser-
vices.

A. Postal services
Postal services are services provided by post offices for posting and delivering of letters,
parcels etc. The following are just some of the postal services:

1) Business reply service

 is a postal service that enables licensed businesses use
 to receive replies or orders from potential clients
 using special envelopes or forms provided by the seller
 which do not require postage stamps to be affixed on them.
 The firms are issued with licences to use business reply service
 by the post office on payment of a deposit.
 Used by mail order firms
The reason why firms use a Business rely service is to encourage customers correspond with
them since there is no additional expense on postage of letters. Mail order companies usually
use business reply services to encourage customers to order goods from them.
Business reply service may be used to send first and second-class mail. First class mails are
letters that are required to be delivered the same day of posting. Second class mails include
mails that do not require urgent delivery.

2) Poste restante
Poste restante is a postal service provided for visitors and travellers to town or city where
they do not have a permanent address. Letters, of a town from where the letters are col-
lected. For example, Miss Maambo Phiri, a visitor with no permanent address to Livingstone
city can have her letters addressed as follows

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Stamp

Miss Maambo Phiri

Livingstone main post office
Poste restante
LIVINGSTONE.

In the above example, Miss Lubasi who is expecting to receive letters from friends, re-
latives etc. by poste restante service would be checking for her poste restante letters at Living-
stone Main post office.

3) Data post
Data post is a postal service that provides a speedy, secure and highly reliable means of send -
ing and delivering urgent and important packages containing business documents and goods.
It’s particularly useful for exchange of computer materials such as tapes, diskettes etc. Data
post offers overnight door-to-door delivery of packages or parcels handed in at post offices
counter displaying data post sign. Packages are given special security treatment. Data
post is operated both locally and internally.

4) Registered letters
This post service enables valuable items such as cash notes to be sent through the post office.
An envelope or package being used in sending items by registered letter must have a large
blue cross on it. Compensation in proportion to the value of packet and registration fee paid
on posting is paid if the item gets lost in the post office.

A certificate of posting is issued to the sender as proof of posting. Upon delivery of a re-
gistered article, signature of the person receiving the item is obtained as proof of deliv-
ery.

5) Recorded delivery
Recorded delivery is a postal service used when proof of delivery is required. It is used when
sending important documents such as examination certificates, plans, designs, legal docu-
ments etc.

Recorded delivery letters travel together with ordinary mail but are separated at the delivery
point where they are recorded in a book and signature requested from the person receiving let-
ters.

6) Cash on delivery (COD)

A cash on delivery service requires the customer to pay the trade charge before the goods can
be delivered to him or her. Mail order companies that sell goods through the post office
mainly use cash on delivery. The post office acts as an agent for the seller. For example, a
mail order company in South Africa can send a parcel by post to a customer in Livingstone,
Zambia. On receipt, the Livingstone main post office will send an advice note to the customer
requesting him or her to collect the parcel. The customer will only be given a parcel on pay-
ment of trade charge specified by the sender of goods for collection on delivery.
All items sent on cash on delivery service are registered on posting.

7) Express mail service

Express Mail service is fast and safe. It is used for sending important and urgent docu-
ments. It enables quick sorting and delivery of mail in return for extra fee from post office
customers.
Mail is personally accepted at post office and delivered to the destination. Parcels up to a
certain size and weight are delivered the same day of posting by special messengers. Indi-

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viduals may use this service to send special gifts to friends and relations e.g. birthday presents
etc.

8) Private bags
Private bags are used for posting and receiving letters. There are two keys to a bag. One is
kept at the post office another is kept by the owner of the bag. When letters are locked in the
mail bag at the post office, they can not be removed until the owner opens the bag at his or
her own place of work. Therefore, private bags provide more security to letters than post office
boxes.

9) Post Office Boxes

A post off ice box is used for receiving letters only. An individual or organization renting a
post box collects letters from the post office at any time.

10) Franking Machine

Franking machine prints postal impressions on envelopes. The postal impressions show the
amount of postage, place and date of posting. Franking machines are used by organizations
that send many letters at once. They save time in affixing postage stamps on each letter.
A franking machine can be bought or hired from a company that sale manufactures frank-
ing machines. However before the franking machine can be used, a license to use it must be
obtained from the post office. The post office sets meters for the franking machines. The hirer
of franking machine pays the post office according to units of postage value used.

11) Philately
This postal services is concerned with issuing of postal stamps and historical items of the post
office. Philately produces such as postage stamps, neckties etc depicting postal services
are sold at the post office.
There are several more postal services provided by the post office.

The continuing need for postal services

Despite the abundant sophisticated telecommunication systems currently available in our com-
munities, there will be a continuing need for postal services. The reasons for continuing need
for postal services include the following:

 Postal services are usually cheaper than telecommunication services, and therefore
there will always be people using the cheaper postal services for their communication in
preference to expensive telecommunication services.
 Postal services are used in sending goods in parcels at distant places. It is not possible
for one to send a parcel of goods by telephone or by fax, or by telex. Therefore, there
will be a continuing need for postal services.
 Postal services do not require special equipment to transmit or to receive messages.
Thus postal services are usually used to send messages to the remotest areas.

B. Telecommunication services
Telecommunication services that are use by people engaged in commerce include tele-
phones, telegrams, telex, electronic mail, internet, fax, radio paging, radio messages
etc.

1) Telephone

Telephone provides people engaged in commerce with speedy means of contacting other busi-
ness people over any distance either within the country or abroad. The circumstances in which
a telephone may be used include:

 When a customer wishes to inform his or her supplier that he or she was sent with
wrong or incorrect quantity or type of goods.
 When a trader needs to hold a discussion or conversation with a customer.
 When a person wants to speak to a particular person
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 When a person wants an immediate response to a query etc.

 When a person wishes to leave a message on answering machine.
 When the supplier wishes to urgently inform his or her customer of a consignment of
goods before it arrives.
 When a potential customer wishes to discover the company stocked an item that he or
she needs urgently.
 When a businessman wishes to conduct an urgent business with a client.
 When a fax machine is not available

Importance of a telephone to people engaged in commerce

A telephone provides immediate contact between businessmen over a distance locally
or internally

A discussion or conversation to clear the problem or seek advice or take other orders may
take place on telephone between the supplier and his or her customer.

The problems to people engaged in commerce

a) A telephone does not provide a written confirmation of the conversation. Therefore con -
tracts made on telephones are risky because they may be disputed later.
b) A telephone is not reliable for messages that are highly technical and complicated in
nature. For example it may not be advisable for trader to place for an urgent order for a
spare part for a complicated piece of equipment using a telephone.
c) Communication can prove difficult for telephone users who do not understand each
other’s language.
Telephone services of commercial value to business people.
These include:
 Personal calls: - A person call is a telephone call that specifies a person to
whom the caller wishes to speak
 Local call: -A local call is a telephone call to another telephone number within the same
area or within the same telephone exchange
 Trunk call: -Trunk means long distance calls. A trunk call is another distant exchange.
 International calls: -An international call is a call from one country to another country
e.g. A telephone call from Botswana to Zambia.
 Transfer Charge Calls: -A transfer charge telephone service enables telephone sub-
scriber provided he or she agrees to pay for the telephone call before it is made.
 There are many more telephone services available for businessmen and individuals.

2 Telex Service
Telex uses teleprinter, which is a combination of typewriter and telephone for sending
written messages via a typewriter keyboard over any distance locally or interna-
tionally. Each teleprinter has a telex number, which is used to connect one teleprinter
with another to a telex line
The message is sent first by dialling the telex number of the receiving teleprinter. As the
message is being typed on the sending teleprinter, the same message is automatically being
received on the receiver’s teleprinter,

The circumstances in which a teleprinter may be used include: -

 When sending highly technical and complicated messages e.g. when a customer
 wishes to place foe an urgent order for a spare part of a complicated piece of equip -
ment.
 When written confirmation of the message is required e.g. When sending a
quotation, letter of query, invoice, statement of account etc.
Importance of a telex to people engaged in commerce
 Messages may be printed on a teleprinter even when offices are closed.
 Messages requiring written confirmation may be sent by telex
 Messages of highly technical and complicated may be sent by telex
 Telex can be used to send computer data

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 Telex offers a twenty-four service and therefore message can be received even when
offices are closed because the recording of message is automatic.
 Foreign languages can easily be translated
 Telex provide instant written messages.

3) Facsimile (fax)
Fax is telecommunication service which is used for sending and receiving exact copies of docu -
ments including exact copies of signature, pictures, diagrams and text over any distance either
locally or internationally.
Each fax machine has a fax number that is used to connect one fax machine with another by
way of telephone numbers.
The message is sent by first calling the fax number of the receiving fax machine. Once an ini-
tial contact is made, the document will be put on the fax machine for transmission. As the
copy comes out of the sending fax machine, the exact copy of the same document is being
obtained at the receiving fax machine. A fax machine is indeed a long distance photocopier.
Importance of a fax to people engaged in commerce
 A fax can be used to send and receive messages when the office is closed on 24 hours
basis.
 A fax provides an instant written communication
 A fax can be used to transmit highly technical and complicated messages.
 Foreign languages can be easily translated.
 Fax transmission may be useful to lawyers who may need exact copies of text, signa -
tures, documents etc, needed in settling court cases.

4) Telegrams

A telegram is a telecommunication service that provides business people with a s seedy

means of sending urgent written messages to most parts of the country or the world. The
message is telephoned or faxed to the post office nearest to the addressee and then deliv-
ered by hand. The charge for a telegram is calculated per word and therefore unnecessary
punctuated marks and statements should be left out in the message.

The use of electronic mail has reduced the use of telegrams service.

5) Confravision (or video conferencing)

Confravission is a communication service that links a group of people in distance studio loc-
ation by sound and vision. Confravision enables people separated by long distances to hold
conferences. One of the requirements for holding a confravision is for people to be at a local
television station.
For example, a group of people in Kitwe, Zambia, can hold a conference by confravision
with one group in UK. The group in Kitwe would go to a local radio station and the one in UK
would do the same. The two groups will then be able to exchange ideas on various issues.

6) Electronic mail

Electronic mail is a way of sending messages electronically via the telephone line without
the need to post letters.

The person sending a message by electronic mail first prepares his or her information on a mi-
crocomputer. He or she then transmits the message via a telephone network to a central
computer. The person receiving that message has to use another microcomputer and a
telephone in order to get the message from the central computer.

Electronic mail works much in the same way like the traditional post mailbox that the letters
(ie the messages) are sent in an electronic form and the post boxes (ie. Computers) are
opened via the telephone

Advantages of Electronic Mail

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 Electronic mail is fast

 Electronic mail gives a written record of communication
 Electronic mail has many facilities such as internets
 Information is secret since subscribers use secret codes or pass word to access informa -
tion.
 Electronic Mail allows the use of computers.

7) Teletext
Teletext is a communication service that enables people who have television with teletext to
obtain a wide variety network into a television or a computer reports, sports, news, cooking
hints and other items of general interest

8) View data

View data is a telecommunication service that enables a person to transmit information

through a telephone network into a television or a through the same view data network.

The most important characteristic of view data service therefore is that it enables view data
customers to send and receive information.

The importance of view data to people who are engaged in commerce include:-
 It provides electronic mails
 It enables goods and services to be advertised
 It enables goods to be ordered on sale order forms transmitted by the supplier to the
customer’s view data. (i.e. computer) screen.
9) Radio paging
A person to be contacted carries a bleeper and when it indicated that he or she is wanted by
giving a bleezing or buzzing sound. The person picks up the nearest telephone, dials a number
and is then put through to his or her call.
Radio paging is usually used in large working places such as hospitals factories, plants etc.

10) Radio Message

Radios can be used to send urgent radio messages. For example, the owner of OBO ship who
wish to divert his ship from the original destination because of a local political crisis would com-
municate his message to the ship master by radio

11) Internet
Internet is a global network of computers which allows users to access world wide informa-
tion. It is used for education, entertainment, business, electronic mails, advertisements, and
World Wide Web.
Advantages of Internet
 Attractive and interesting adverts are shown in colour
 It has the widest coverage
 It combines visual impact with sound
 The user is able to receive the response immediately/it is fast

Disadvantages of Internet
 It is expensive to maintain the website
 Needs specialised equipment (computers) to access the information
 May have limited coverage in certain countries

12) Computers
Computers are used for storing and providing of information.
Information in a particular topic can be produced on a visual display unit (VDU) that is like
a television screen within seconds. Computers are used in all fields such as construction,
medicine, the law, science, economics, accountancy, and commerce. Sooner or later there
will be no office without a computer.

The benefits of a computer include: -

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 It provides speeder response to customer enquiries about the availability of good sin the
retail shop, warehouse or factory
 It improves customer’s relation due to fewer arithmetic errors more timely invoices and
statement of accounts.
 It provides Internet facilities useful for advertising the business and for sale of goods.
 It provides electronic facilities useful for exchange of information between the depart-
ments.
 It allows for managers to make better decisions
 It simplifies the resolving problems in various fields of work
 It improves the flow of information between information users
 It is useful in stock control and storerooms etc.

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ADVERTISING.
INTRODUCTION
Advertising is a French word which means “bring to notice”. Goods and services produced
must be made known or be brought to the attention of the general public, thereby promoting
and maintaining the manufacturers’ market for the products.
What is the purpose of advertising?
Aims of Advertising
 to increase the sales
 to widen/increase the market
 to maintain the good will of the business/favourable image of the
business
 to educate the general public on the new and existing products
 to inform the general public on the nature of the goods and where the good are
found and at what price.
 to introduce or launch new products on the market
 to persuade the general public to buy the product or change their brand
 to keep/maintain the brand name in the minds of the public
 to sustain or create demand for the product
 Remain competitive
 Achieve market penetration
 Increase market shares

Other purposes for which advertising might be used for apart from increasing sales
- making announcements in the change of business premises
- death of an employee/termination of employment
- warning customers of a faulty product/withdrawal of a product
- calling for an Annual General Meeting
- Declaration of dividends paid and financial statement
- To make government announcements such as national insurance rates or change of the
school calendar by the Ministry of Education and new tax charges.
- To make public announcements such as legal and company notices and announcements
to public by Zesco of mass electricity disconnections and load shedding
- Advertise national campaigns e.g. road safety, health campaign against HIV/Aids.
- To advertise new jobs and vacancies
- To announce births, deaths, marriages, charity appeals, lost and found property etc.

How Advertising help companies to maintain and increase sales

 Advertising helps a company to maintain and increase its sales by
 informing customers or traders of new goods
 Reminding them of the existing goods.
 Persuading them to purchase the goods
 Inducing customers to change brands
 Using various methods of appeal
 Informing customers where goods are available and what price
 Possibly by reducing prices of goods to customers

METHODS OF APPEAL
Advertising must be effective to reach the intended people and it must be appealing to them,
and cost less in relation to the anticipated sales. To achieve this, the following method of ap-
peal must be used:

Personality
famous people may be shown using a product in the advertisement such as Dr Kenneth Kaunda
and Cherise to give the product/service an acceptable image (Colgate and Ditto)

Ambition for success

The advertisement suggests that the use will be successful in his/her ambition such as Milo
drink and Muzi High School
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Work Simplification
The product is shown in the advertisement to simplify work performance such as computers
and cell phones
Social Acceptability
The product is claimed to make the user more acceptable to other people
Health
The product is claimed to make the user more healthier such as lifebuoy and protex
Display of goods
Attractive display of goods on windows and shelves may be used to win the consumer’s minds.
Excellence
The advertisement suggests that the services offered are of high quality such as Palmodzi
Hotel and Lake Road PTA School
Comedy
comedians may be used so that the advert can easily be remembered and the product will eas-
ily be bought, such as Bikilon and Difficult.
Romance
The advertisement suggests that the user of the product will be more attractive to the opposite
sex, eg Fair and lovely cream, Romance soap and Geisha

Types of Advertising
A. Information Advertising
 This gives publicity by merely starting facts.
 It therefore gives services and does not seek to induce the consumer to buy the
product.
 Examples information advertising would include health warning on a packet of cigar-
ettes, the use of safety belts in a motor vehicle, the announcement of an election res-
ults etc.
 It is aimed at creating a demand for a new product(usually used when launching a new
product on the market), changes made in the product and reminds the people of the ex-
isting products.

B. Persuasive Advertising
 This tries to induce the consumer to buy, by the use of certain key words, models or
ideas
 It aims to create in the mind of the consumer pleasant association with product
 For example the use of female models to advertise cars and tobacco makes appear that
buying such goods the consumer will be able to attract the opposite sex.
 It can be instructional or product oriented
 Also the advertiser may use a good personality so that there is the implication that if
you buy it you will be as successful as the famous person advertising it.
 Advertising slogans are usually used to persuade the public to buy.

Dangers of Persuasive advertising

 It emphases only on the good point of the product, that is it does not mention the bad
side of the product
 It makes people to live beyond their means(extravagant)
 May promote dangerous and harmful products
 It contributes to the lowering of moral standards in the society
 It may go to extremes
 It may be indecent
 It encourages impulse buying
 May mislead or deceive customers

C. Collective/Generic Advertising
 It is where a group of organizations in the same trade or industry join together to ad-
vertise the product for mutual benefit instead of competing with each other.
 They promote a product in general terms.
 For instance, the advertisement could be arranged by a Marketing Board, Tourist Board.
 Examples would include the advertising of eggs, milk industries, insurance companies
and banking institutions.
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Advantages of Collective Advertising

 gives general information about the product
 may be cheaper as cost is spread between several producers
 should increase overall demand for product
 allows competitors to group together for mutual support

Why many companies who use collective advertising find it essential to use compet-
itive advertising
 to defeat competitors
 to sell more goods
 to earn greater profits
 to give information on new products
 to obtain greater market share
 to emphasise own particular products
 to make use of other media
 to target different markets/market segments
 may not believe collective advertising is effective

Competitive Advertising
 This is undertaken by an individual company/competitors usually promoting it’s own
product.
 By brand name
 Against similar products of competitors
 The product is highly high lighted as the most outstanding
 For example Uni-Lever South East Africa may advertise its products as the most out-
standing ones.

Dangers of Competitive Advertising to the Consumer

 adds to cost of the product
 may be misleading
 may be harmful/emphasises on good points of product only
 encourages impulse buying
 provided insufficient information may promote dangerous products
 encourages spending beyond means/being extravagant

What are the Benefits (Advantages) of Advertising to the manufacturer?

Advantages of advertising to the manufacturer:
 Enables the manufacturer to publicize the products
 Informs on both new and existing products
 Enables manufacturer to persuade the public to buy the product.
 Which may lead to increased sales ( stimulating demands)
 Increased sales may lower costs
 And increased profit may result
 Advertising brings competition amongst manufacturers of similar products
 Manufacturing may obtain information from advertisements on goods and services
which are available
 Manufacturers may advertise for staff vacancies.

What are the benefits (Advantages) of Advertising to the consumer?

Advantages to consumers:
 They are informed of goods services where they are found of which they might other-
wise not be aware and at what price..
 Especially new products
 It allows them to choose from a wide range of goods brought to their notice
 And may improve standards of living for may of the consumers
 It informs them of when, where, price, quantity , size and brand.
 Competition between manufacturers may lower prices improve quality of goods and ser-
vices.

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 Advertising revenues subsidizes the prices/cost for newspapers, entertainment,

magazines and other forms of media.
 It informs consumers of events, weddings, fairs, and air time tables.
 Introduced to new products
 Allows for a more choice form a wide range of goods
 Encourages competition between forms – lowers prices/ prices
 Allow for the spread of government information
 Local notices e.g births, marriages, deaths
 Local events notices.

What are the dangers (disadvantages) of Advertising to consumers

 Encourages overspending/impulse buying
 Makes people buy what they do not need
 and indeed what might harm them e. g smoking
 Encourages duplication of brands
 Encourages discrimination as a result of persuasive, as or appeals to the emotions
 It may mislead the consumers
 Sometimes makes false claims by publicizing only the better points of the product are
mentioned.
 It may exploit the consumers, such as sex appeals and hero worship
 It may restrict the consumer’s choice of goods
 It contributes to the lowering of moral standards(moral decay) in the society

What are the dangers (disadvantages) of Advertising to the manufacturer

 It may add to the cost of production especially if it is unsuccessful. The goods there-
fore, may become too expensive for the consumer to buy
 Much money is used on advertising, and many people feel would be better spent on im-
proving the quality and efficiency of the product
 It may lead to reduction of competition, large firms are able to afford the best type of
the media as well as the wide spread of the media.
 In consequence, the small firms may not be able to compete and possibly close down
 some advertisements may not only be misleading but also wasteful, for example a firm
may advertise similar goods in direct competition of each other, giving the impression
that the goods are competing against each other, when in fact they are made by the
same manufacturer
 this leads to duplication and waste of resources

How can a manufacturer of breakfast cereal whose products are well known justify
the expense of a national advertising campaign?
 The manufacturer of breakfast cereals must continue to advertise his well-known
products because:-
 The manufacturer must keep his products before the public
 To keep them informed that the products are still available
 Otherwise the public might buy his competitor’s goods, which were continuing to the
advertised.
 It is also necessary to persuade new customers to buy the manufacturer products in
preference to their existing brands.
 A national advertising campaign is necessary because breakfast cereal is a family
product nationally distributed and formed in most households.
 It is therefore necessary to reach most consumers in the country.

Why it is necessary to control advertise standards or protect consumers from some

forms of advertising?
 Advertisers may attempt to mislead or deceive customers in an effort to improve sales.
 And may make untrue statements/false
 Some advertising may undermine social standards.

What is a code of Advertising Practice?

 it is a voluntary agreement
 Set- up by the advertisers themselves
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 To establish professional standards

 By which the public are protected
 From dishonest or misleading advertising
 The basis of the code is that all adverts should be legal, decent, honest and truthful.
 And should be prepared with the sense of responsibility to both the consumer and the
advertising industry in general.

What is the purpose of a code of advertising practice?

 To protect consumers from misleading dishonest, untruthful advertisement
 From unscrupulous advertisers
 By laying down rules, which require that all advertisement are legal, honest, decent and
truthful

How may such protection be given?

- Protection is given by:-
 A code of Advertising Practice Administered by Advertising standards Authority
 By law
 The Government
 The Law
 The law has some control over advertising
 The Trade Description Act 1968, the Misrepresentation Act 1967 and the Theft Act 1968
provide some control over untruthfulness in advertising.
The Government
May also place control on advertising
For example, it places a Government health warning on all cigarettes packets sold, like tobacco
is harmful for your health

What are Advertising Agencies?

These are separate firms specialising in helping the product of a seller to reach potential
buyers and stimulating demand.
They are a business which specialists in helping the seller with his advertising require-
ments.
What are the functions of advertising agencies?
they perform such functions as:-
 Giving advice and assistance on choice of media
 Reserving or booking space or time on media
 Placing the advert on the media
 Creating or preparing or designing the advertisement.
 Undertaking market research relating to packaging price etc.
 Produce the advertisement
 They supply market information on what will stimulate an increase in demand of the
goods(market research).
 They assist in general public relations work for the seller.

Why are most National Advertising Campaigns undertaken by advertising agencies

Advertising agency used because:-
 it may not be economic for the company to have its own full time advertising staff or de-
partment.
 Or it may not have staff with necessary experience in large scale advertising.
 An advertising agency however undertakes work for many.
 And has highly specialised staff to assist with all aspects of advertising Such as:-
 Give advice on choice of media
 Booking space and time on media
 Produce the advertisement
 Market research-commercial with obtained information.
What should you consider when designing an advertisement for a part- time job in a shop?
 Content of the advertisement
 Display of the Advertisement
 Layout of the advertisement or the key words.
 Where the advertise to be placed
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 Cost of advertising
 Whether it is a one-off or a repeat

Advertising Media
A channel for communicating advertisement
Factors which would influence the choice of media
The factors which would influence the choice of media are
 what type/ class of person will buy the product (i.e to what type of person is the product aimed (Target group).
 What area is to be covered by advertising campaign i.e Extent of Market
 What type of the product i.e nature of the product (some must be demonstrated)
 How much is the advertising budget for the campaign (how much can the company afford e.g T. V expensive.
 What profits are expected from the sale of the product (cost of advertising must be covered)?

1. National/National Press and Local Newspapers

Commonly used because of it’s wide coverage
Large number of consumer
But limited only to those who are literate

Advantages of Newspaper advertisement

 they give a wider national coverage
 they are relatively cheap than television adverts
 the advert can be placed in appropriate places in the paper to catch the eyes of the leaders
 information can be stored and referred to later, so it gives a long life to adverts
 the use of daily newspapers for advertising ensures an immediate coverage of the intended audience.
 The advert may be more detailed
 It may be passed on to others
 Can circulate amongst readers
 Space can easily be booked

Disadvantages of Newspaper advertisements

 they are perishable, as a result advertisements have short life because very few people keep newspapers for fu-
ture reference and they may be used by traders for wrapping things.
 Poor quality of print may reduce the effectiveness of the adverts
 Newspaper advertisements are not accessible to illiterate people
 They may not be taken very serious by some readers.

2. Magazines e.g Women’s magazines

 This can give attractive coloured illustration of Advertisements]
 Can be kept people for a quite a length time (more permanent)
 Special coupon offers can be made.
 Magazines may be seen by a number of customers
 Magazines may have limited leadership
 And appeal only to a certain classes e. g to women

Advantages of magazines for advertising

 they offer targeted advertising
 they are aimed at a specific class of people who are expected to buy the product, for example, breakfast cereals
in the women’s magazines is appropriate as it would target the women.
 They may also be seen by many readers other than the person who bought it
 The advert can be illustrated in a colourful way and on good quality paper to create aspiration
 Special coupon offers can be made
 They have a long term impact as they can be kept and referred to later
 It is cheaper to advertise in magazines than television
Disadvantages of magazine advertising
 they are relatively more expensive than, henceforth, they are not as widely read as newspapers, as a result they
reach fewer people
 they may have a limited readership
 they appeal only to a certain class of people

3. Television
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 it reaches a wide range of customers

 Visual impact as well as sound( Easy to remember what you see and hear)
 It shows (demonstrated) visually) the usefulness of the product, its quality and how it is used.
 It can be shown or appropriate times for housewives/family
 It is very expensive
 Not always well received by the viewing public

Advantages of television advertising

 it combines visual impact with sound, so it is very effective(lasting impression – sound and vision)
 it gives the widest coverage(massive coverage)
 it can be seen by many viewers especially at peak hours
 it can be shown at the right time for the right audience(time selectivity, that is can be shown at specific time)
 it reaches people’s homes when they are relaxing, so it can create an aspiration
 can be booked at peak hours, eg. News time
 the advert can be repeatedly be shown

Disadvantage of television advertisements

 it is very expensive
 it is not always well received by the viewers
 they tend to be short lived and may not produce a long lasting impact
 they are very few television sets in rural areas
 not all the places have television signals
 some people may take them as entertainment
 they may be submerged in a large number of others if not well planned

4. Radio
 Reaches a wide range of customers, even people in remote areas in the country.
 Many people own Radio
 Cheaper for the producer to advertise on Radio
 Advertisements are broadcasted at various times during their programmes transmissions.
 Advantages of radio advertising
 it has the widest coverage
 many people have access to the radio
 radio signals reach almost everywhere, including the remotest place
 many radio stations are now available, this provides an opportunity to target a particular ethnic group
 repeated adverts are possible
 the specific audience can be targeted at specific time/language
 it is cheaper than television
 it has a lasting impression through catchy tune or jingle

Disadvantage of radio advertisements

 the advert can only be heard and not seen- no visual stimuli
 the advert may only be received by a secondary audience who may not may much attention to the advert
 radio adverts tend to be short lived

5. Window Dressing
Designed to attract consumers into a retail outlet
And keep their attention to buy goods when inside the store.

6. Free samples
Are often given to advertise a product which is new on the market
For example a brewery may allow its customers a free first point of a new beer to persuade them to buy more of it after-
wards.

7. Posters
Can be seen on hoardings everywhere
Persuades and informs the local people or community
Local people can afford the type of media
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Cheaper than any other forms of media

They convey the message visually to passers by
Advertisements can be placed on bill boards or on sports stadium headings.

8. Leaflets/Hand Bills
Can be handed out by advertisers
Normally done by local advertisers such as by a hairdressing salon showing reduced prices
May be cheaper than either television or Magazines
Not permanent

9. Plastic Bags
Can be printed with the name of a firm and given away with each purchase.
This is a cheap form of advertising.

10. Clothing
Manufacturing will often print their name or symbol in a prominent place for every one to see
For example the word “Levi” is seen on Jessie and Pullovers.
Footballers have sponsor’s name displayed on their football shirts.

11. Illuminated Signs

These are frequently found on premises near busy centres.

12. Trade Journal

Used by companies when:-
Targeting a particular group
As trying to attract wholesalers and retailer
Because arising to sell through them
Able to give detailed information (full description)
Wholesalers and retailers read these magazines
Other means of advertising may not be so effective.

13 Trade exhibition/fare

Advantages of Trade Fare

o customers are able to see the actual product/service
o able to target certain group for various products/goods
o clever display may attract/encourage impulse buying

Disadvantages of Trade Fares

o customers who do not attend shows may miss out
o as it appeals only to people who attend the show
o or are passing near the exhibition place

BUSINESS UNITS

By Business Units we mean the way businesses are owned and operated. These are determined by the way they raise their capital,
ownership, control and objectives. Zambia is a mixed economy, this means that it has both privately owned businesses (the private
sector) and state owned industries (the public sector).
The following are the various types of business units
1. Sole trader
2. Partnership
3. Private Limited Company
4. Public Limited Company
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5. Public Corporation
6. Co-operative
7. Holding company
1. Sole Trader
CHARACTERISTICS OF A SOLE TRADER
- It is owned and contrlled by one person
- Owner raises the capital to operate the business from personal savings or from borrowing from relatives of friends.
- This is therefore a difficult way to raising capital
- The owner manages the business without assistance from his employees
- He can therefore make any independent decisions and changes any time he wants to.
- All the profits go to him (sole proprietor) and has to bear all the risks or losses.
- There is no legal distinction between personal property or the owner or the business and the assets of the business(has no
separate legal entity).
- As a result in such a business the owner has unlimited liability
- Meaning that if the business owes money to a lot of people such that money from the business can not be enough to repay,
the can go to the extent of selling the personal property in order to recover the money.
- The sole proprietor does not pay company tax but personal income tax.
- It lacks continuity as the business dies with the owner
- Has great flexibility when it comes to decision making
- The owner enjoys all the profits alone
- He provides personal service to her/his clients
- s/he needs little documentation to start the operation of the business
- does not need to communicate or inform the general public on the operations of the business

Advantages of a Sole Trader

- No sharing of profits because all profits go to her/him.
- The owner makes independent decisions(has great flexibility)
- He does not pay company tax but only personal income tax
- It is easy to establish such business as there are less formalities required to set up the business
- It is easy to organize and manage because the owner does not need to consult anyone in making decisions.
- The owners of the business give personal attention to customers.
- Needs less documentation to start the business
- Able to supervise (if any) staff closely

Disadvantages of Sole Trader

- It is difficult to raise capital and hence difficult to expand
- May not enjoy the economies of large scale production due to limited capital such as favourable discount from the manu -
facturer
- Unable to employ specialist workers in order to provide the expertise to the business
- He has unlimited liability
- There is no legal distinction between the owner nd the business
- Lack of continuity in case of death or illness of the owner.
- Suffers all the losses alone
- Has all the worries/risks of the business

Partnership
- A partnership is merely agreement, usually in writing by means of which several individuals trade together with view of
making profit. A written arrangement usually take the form of Articles of Partnership or Partnership Deed

Partnership deed
This written agreement is known as a partnership deed and it staes the following:
- The names of the partners
- The name of the business
- The amount of capital each partner contributes
- The ratio in which partners are to share contributes
- The ratio in which partners are to share the profits/losses
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- Also the rate of interest payable on capital e.g. 6% of each partner’s capital
- The duration of the partner ship.
- The amount each partner may withdraw for private use
- The manner in which the accounts are to be kept and audited.
- Whether any partner is going to receive a salary or not
- The rights of each partner
- The procedure of admittinf a new patner
- In the case of disputes how shall they be resolved

Types of Partnership
- the two types of partners are

Ordinary Partnership
- All the partners in this partnership have unlimited liability i.e. they all stand to lose their personal property in case of busi-
ness failures.
- In this partnership each partner has equal powers and responsibility
- Each partner takes an active part in the management of the business.

Limited Partnership
- The type of partnership in which some of the Partners have limited liability
- This means that the liability or the limited partners is only confined to the amount they have invested in the business.
- However he doesn’t share in the profits
- Although in a limited partnership there must be at least one general partner whose liabilities is unlimited.
- A limited partnership must not be registered with the register of the companies

Differences between Ordinary and limited Partnership

- In an ordinary partnership all partners have unlimited liability where as in limited partnership some partners have limited
liability
- The limited partner do not have the final voice in the Management of business though they share in the pofits where as in
an ordinary partnership all the partners take part in the management of the business.

Types of Partners
- There are three types of partners

Active Partner
- This is a type of partners who take active role in the running of the business and has unlimited liability.

Sleeping Partner
- This is a type of partner who does not take part in the running of the business but has contributed some money towards the
capital and only participates in the sharing of the profits.

Nominal Partner
- This is a type of partner who allows his name to be used in the business but does not contribute money towards the capital
neither does he participate in the sharing of the profits.

Characteristics/features of partnership
- Its has two partners and maximumof 20 membersexcept for professional partnerships who are allowed to be more that
twenty
- A partnership is based on a partnership deed.
- A partnership is not a separate legal entity
- Partner usually have unlimited liability
- Controlled and owned by partners
- A partnership ceases on the death of a member(lacks continuity)
- Easy to set up because they are few documentations e.g. partnership deed.
- Accounts of partnership are not made public (they are private)
- Capital is raised through the contributions from the partners
The Advantages of changing from a Sole Trader to a Partnership
- They will have more capital than that of a sole trader.
- Partners are able to raise additional capital more easily.
- The business benefits from the expertise of both/all the partners e.g. one may be an accountant and the other a marketer
- There will be division of labour between/among the partners
- The partners can consult each other (sharing of ideas) in solving problems.
- The overhead expenses may be saved by closing one shop or premises and concentrate on one side.
- Additional savings may be made because duplication of advertising will be avoided.
- There is better utilisation of capital

Disadvantages with the Partnership type of Business

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- The Profits of partnership have to be shared amongst partners

- There may be disagreements between/among the partners
- Decisions may not be so speedy
- Decisions are binding on all partners even if one of them has not been consulted and may cause problems.
- Relationship in partners can be broken up by conflict between partners
- Capital may be more difficult to withdraw
- Lacks continuity as the Partnership becomes dissolved on the death/retirement of an individual partner
- Partners have unlimited liability except for limited partners in limited partnership
- Lack of capital may limit expansion
- Membership in partnership is limited to 20; this restricts the firm’s ability to raise more capital.
- The business has no separate legal entity

SIMILARITIES BETWEEN THE SOLE TRADER AND THE PARTNERSHIP

 both the sole trader and the partnership have unlimited liability
 both have no separate legal entity
 both lacks continuity as they come to an end upon the death of the partner or sole trader.
 Both are directly controlled by the owners
 Both keep their financial records separately

DIFFERENCES BETWEEN THE SOLE TRADER AND THE PARTNERSHIP

 A sole trader is formed by one person while the partner is formed by 2 to 20 people except for professional partnerships
 A sole trader does not share profits with any one while profits of a partnership are shared amongst the partners
 There is no division of labour in sole trader while in partnership there is division of labour
 A sole trader raises capital from personal savings while capital in partnership is raised from contributions from the part -
ners

JOINT STOCK COMPANIES

- These are a types of business where the owners have limited liability i.e. their liability is limited to the amount inversed in
the business.
- The owners of limited companies are called share holders because they buy shares
- The capital of limited companies is divided into shares and it is known as share capital.
- Shareholders elect board of directors who control the business.
- The board of directors appoints managing director who is responsible for day to day running of the business.
- The board of directors appoints managing director who is responsible for day to day running of the business.
- The share holder have little say or powers in the general running of the company except that they have a role at the Annual
General Meeting (A.G.M.)
- the shareholders have limited liability,
- limited companies have separate legal entity from its owners

Procedure in the formation of companies

- There are certain legal requirements that must be before a limited company can be formed.
The following are the requirements:

1. MEMORANDUM OF ASSOCIATION
- This is an application to the registrar of companies that a company may be formed by promoters of the companies. It
relates to the external affairs of the business
- This memorandum is given to the registrar of companies before a company is incorporated
- It states the following:
- The name of the company with the word Ltd or plc after its name
- The objective (aim) for which a company is established.
- The address where the registered company will be situated (Headquarters)
- The statement that the liability of shareholders is limited.
- The amount of capital showing its divisions (shares)
- A statement whether it is private or public
- The number of shares to be taken by each of the Directors.

Reasons for including these items

- The name of the company is there because no other name will be mixed with the name of another company.
- The company must state the objective of the company because it is required in order to make known what the com-
pany is going to do.
- The company must state the address where it will be situated for easy contact
- The statement that liability is limited to show that shareholders’ liability is limited to the amount invested.
- A statement of amount or capital is necessary in order to let what would be shareholders to know the amount to
shares and types.

2. Articles of Association
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- it is a document setting out the constitution and regulations (set of rules) of a registered company.
- These rules are drawn up to govern the internal affairs/working of the company.
There rules include:
- the rights of shareholders
- the powers of directors
- the procedure of meeting
- the procedure of dividing profits
- the procedure of dividing profits
- borrowing powers of company
- The issue and transfer of shares
- The method of audit
- the articles of association is then submitted to the registrar of companies.
- The registrar of companies examines the two documents (memorandum of association and articles of associations)
- If the registrar is satisfied, he allows the company to start by issue certificate of corporation.

3. Certificate of incorporation
- It is a confirmation by the registrar of companies that a company can start trading
- It recognizes the company as a separate legal body
- But a public limited company must first issue the prospectus.
- The certificate or incorporation contains the following information:
(a) The name of the company and its registered number
(b) A statement that it has been registered in accordance with the law.
(c) The signature of the registrar.
4. Prospectus
- it is an invitation to the public to come and subscribe/buy shares.
- It gives details of the shares of the company and the price at which they are offered.
- It also provides details of the company’s past result (history) as well as as future prospects.
- In other word the prosectus is an advertisement
- The registrar will then issue the certificate of trading so that the public limited company can start its operations.

5. Certificate of Trading
- It is authority issued by the registrar of companies to allow the formed company to start the business.

The two types of limited companies are:

1. Private limited company

2. Public limited company

Characteristic of Private Limited Company

- owners are share holders
- Minimum of two share holders but no maximum number
- It has a separate legal existence from its shareholders
- Shareholders have limited liability i.e. can only lose amount paid for shares
- It must be registered with the registrar of companies.
- Many legal requirements to set up a private limited company e.g. memorandum of association and articles of association
have to be submitted to the registrar of companies.
- a private limited company does not need a certificate of trading to start operating
- Profits are distributed to share holders as dividends
- Managed by board of directors who are elected by shareholders
- Board of directors appoints the managing director who is responsible for the day to day running of the business.
- Capital is raised through Sale of shares
- shares for a private limited company cannot be offered for sale to the general public i.e. they cannot be quoted at the stock
exchange.
- More capital and borrowing capacity
- There is continuity of business even when one share holder dies
- Private limited company has LTD after its name
- Accounts are filled with the registrar of companies and are not published
- The capital and ownership of a private limited company is divided into shares

The Characteristics of Business Units can be summarized as follows:

- ownership
- capital raised
- control
- profits
- formation
- relationship (unlimited and limited liability)

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Characteristics of Public Limited Company

- The company is owned by share holders
- It is a separate legal entity
- Share holders have limited liability
- Set up by minimum of two shareholders but no maximum
- Registered with the registrar of companies
- Many legal requirements e.g submits memorandum and articles of association
- And it requires trading certificate
- Capital is raised through the sale of shares to the public
- It issues a prospectus in order to appeal to the public for them to buy shares
- Share holders elect a board of directors at the Annual General Meeting.
- Board of directors controls the workings of the company
- Day to day running of the business in under the control of managing director
- Public limited company has the motives of making profits
- Profits are distributed to share holders as dividends
- Name ends with PLC after the name of the company.

Advantages of a public Limited Company

- All the shareholders have limited liability
- It has greater borrowing capacity as banks are more willing to lend money to large businesses
- It has greater continuity as the business continues despite the death of a shareholder
- It has separate legal entity from its shareholders
- Shares are quoted on the stock exchange hence greater possibility of raising capital
- They enjoy economies of scale
- It is able to merger or takeover or acquire other businesses

Disadvantages of a Public Limited Company

- It has more cost and more legal formalities in forming a public company, for example registration of the company with the
registrar of companies and issuing of the prospectus
- They are subject to takeover if another company buys 51% of shares
- Management of the public Limited Company becomes difficult as the company grows in size
- The separation between shareholders and the people managing the company may lead to conflicts with the shareholders
- The publication of financial accounts for public inspection reduces the privacy of a public limited company
- There are more formalities in running a public limited company, eg holding of the Annual General Meeting and quoting of
the share on the stock exchange.

Explanation of the following terms:

Public
- The general public is invited to buy shares through the prospectors i.e. open to the public.
- And the information regarding the company is made available to the member of the public.

Limited
- This means that the liability of individual shareholders is confined/restricted to the amount they have invested in the busi-
ness.
- Therefore the shareholders’ personal possessions are not risk
- This protection enables small investors to invest in industries without fear.
- And therefore enables companies to obtain larger amount of capital.

A Separate Legal Entity

- This means that the company has its own legal existence
- It is separate from that of its shareholders
- Thus a company can enter into contracts in its own name and it can sue or be sued.

Board of Directors
- These are leaders of the company.
- They control the business
- They are elected by shareholders at the Annual General Meeting
- They appoint the managing director who is in charge of day to day running of the business
- They recommend the rate of divindeds p[ayable to shareholders

Managing Directors
- He is charge of day to day running of the business
- He co-ordinates policy matter of the company

Annual General Meeting

- A meeting held yearly by shareholders of the company.
- At this meeting, Board of Directors gives financial report and other reports.
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- At this meeting accounts of a company are approved nd board of directors are elected.
- The aims of electing the Board of Directors are as follows
(a) Approve the audited accunts presented by the managing Director
(b) Elect Board of Directors
(c) Receive the Directors reports
(d) Discuss the affairs of the company
(e) Deal with issues that could not be sealed by the Board of Directors

Share Capital of the Limited Company

- A share is a unit of capital.
- The capital of a limited company is divided into small units called shares
- As such the capital of a limited company is known as share capital
- There are three types of share capital.
1. Authorised or nominal capital, the maximum capital the company is allowed to issue to its shareholders
2. Issued Capital, the amount of capital already taken up by the shareholders
3. called up capital or paid up capital, the amount of capital already taken up, received and paid for by the shareholders
These include:
1. Founder or Deferred Shares
- These are sahres sold to the original founders of the company.
- The holders of these shares receive a divident after the claim of all other shareholders have been met.
- They are referred to as deferred shares because at times they may not receive the dividends in a given year but will have to
be paid the following year.

2. Ordinary Shares
- These received divident after preference shareholders have been paid
- These receive a variable rate of divident dependent on the profit made
- And have voting rights
- Ordinary shares are more to risk form of investiment than preference shares so it appropriate.
- For example when a company is forced into liquidation, the ordinary shareholders are usually the last in the distribution of
assets.

3. Preference Shares
- These receive divident before ordinary shares.
- They receive a fixed ate of dividends, e.g. 8% of K100,000 preference shares means
8 x 100 =K8,000
100
- Preference shareholders have no voting right at the A.G.M. therefore have no say in the running of the company.
- In the invent of business failure, they have the first claim in the distribution of company assets.
- Prefrence shares may be participating preferences shares or cumulative preference shares and redeemable preference
shares.
Participation Preference Shares
- These have the right to claim in the excess profits
- They are able to receive a bonus from profits made in a good trading year.
- They receive such bonus fter payments have been made to all types of shares.

Cumulative Preference Shares

- These have a claim to divident arrears.
- This means that if the business cnnot aford to give the cumulative preference the right amount of divident in one year, the
amount to be paid is carried forward in the next year.
- It may be a number of years before te business makes a good profits and all divident arrears from previous years will be
added together to form payment to cumulative preference shares.

Redeemable Preference Shares

- These are type of shares which a company buys back from such shareholders after a given period of time e.g. 3 years.
- This means that after such a given period of time any holder of such shares ceases to be a shareholder.

The Difference Between Preference and Ordinary Shares

- Preference Shares receive divident before ordinary shares usually at a fixed rate (percentage)
- Preference shareholders have no voting rights
- And they may be participating, cumulative and redeemable preference shares
Whiles ordinary share:
- Receive a variable rate of divident (no fixed percentage) dependent on the profits made.
- And they have voting rights
- Ordinary shares are more risk form of investment than preference shares

What are the sources of finance for public company

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1. Debentures
- These are a long term loam to a company which receive a fixed rate of interest
- This fixed rate of interest is payable to debenture holders whether profits are made or not.
- Debenturs holders are creditors to a company
- They have no voting rghts because they are not shares and have no say in the controlling at the business
- And usually they may have to be secured against assets.
- Debenture holders can force the company into liquidation take over and sell the business if the company fails to pay inter-
est or repay capital.

Differences between a share and a Debenture

- Shares represent ownership of a company and receive a divident out of profit
- Debentures represent a loan to a company and receives interest at a fixed rate whether a company makes a profit or not.
- Debenture holders have no voting rights while some shareholders have voting rights.
- Shareholders are owners of the compay while debentureholders are creditors of the company

Loans from commercial Banks (see notes on banking)

- for a specific sum of money repayable by instalments
- usually for capital items

Overdrafts (see notes on banking)

- they overdraft on a current account
- usually to meet day to day expenses

Share issue/RIGHT ISSUE

The reason for the choice of share issue include:
- Share issue can attract capital from many potential investors.
- No interest is paid on capital raised.
- The large sum of money required for the purchase of additional premises and equipment can be easily raised by sale
of shares to public.
- There is not repayment of capital once a person has bought shares.
- Shareholders can pay for shares in instalments.
- Share issue can be used to raise more money only if the company has not exceeded its
authorised capital.
The sale of shares of a public limited company is easily organised through stock exchanges

Ploughing Back the Profits

- A company that makes good profit may not distribute all of it to its shareholder
- May retain some of the profits to fund business activities
- where some profits are put back into the bussiness
The reasons for the choice of ploughing back the profit as a method of financing includes:
 no collateral security may be required
 there is no cost of borrowing the money
 retained profits are readily available
 some profits may be kept for emergency or difficult times
 retained profit can be used to repair company machinery or buildings

Trade credit might be used as a source of finance for the firm by:
- by allowing the firm to purchase goods without immediate payment for them.
- by allowing the firm to sell goods at increased price before payment.
- by allowing the firm to pay for goods from the sales revenue.

Leasing of Equipment
- this is where company property is mortgaged.

Differences between Public limited Company and Private limited Company

- A private limited company is open only to private individual whiles a public limited is open to the public to buy shares
- In a private limited company shares are not freely transferred whilst in a public limited company shares are freely transfer-
able at the stock exchange market where the buying and selling of shares takes place
- It is easy to from a private limited company because formalities are less whilst it is harder and more costly to form a public
limited company because they are more formalities in setting it up.
- A Public limited company can raise more capital whilst in a private limited company the number of shareholders restricts
its capital.
- A Private Limited Company can start trading as soon as it is incorporated but a Public Limited Company must wait for the
Certificate of Trading which is given after the norminal capital has been raised

Similarities between a Private Limited Company and Public Limited Company

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- Both are registered with a registrar of companies

- Both are separated legal entity from their shareholders
- Shareholders for both enjoy limited liability
- Both companies submit memorandum of Association and Articles of Association
- A minimum of 2 members and no limit is required for both companies
- Both are subject to company tax of the profit earned per annum.
- Bot are legally required to hold an Annual General Meeting
- Both are owned by the shareholders
- They are both controlled by the Board of Directors

Why may a private limited Company not wish to become public

- Cost in time and money in the formation of a plc e.g. stock Exchange quotation.
- Publication of accounts: simplify files accounts with the registrar of companies.
- Public companies may be easilysubject to take over by the government by obtaining 51% of shares.

Difference between a private limited Company and a Partnership

- A private limited company has two to unlimited number of shareholders whilst a partnership limied to 20 partners.
- In a private limited owners are shareholders wishing in a partnership, owners are partners.
- A private limited company shareholders have limited liability while partners have unlimited liability.
- A private limited company has continuity on the death of a member whilst with a partnership no continuity on death of a
pertner.
- Many legal requiremnet to set up a private limited company e.g. memorandum of association aand Articles or Association
whilst with a partnership it is easy to up few documents required e.g. partnership deed.
- A private limited company has more capital and have borrowing capacity whilst partnership lack capital and borrowing ca -
pacity to expand.

Advantages of a private limited company

- a private limited company has greater continuity on the death of a shareholder
- more capital is available and have borrowing capacity
- It confers limited liability for all the shareholders
- It is a separate legal entity
- Shareholders are protected from malpractices and fraud due to some formalities required
- They are not easily subjected to takeovers
- They do not publicise their information

Disadvantages of Private Limited Company

- more formalities in forming of a private limited company e.g. register with registrar of companies.
- More formalities in the running of a company e.g. the Annual General Meeting must be held each year.
- Activities of private limited company are limited to what is memorandum of Association.
- Private limited company cannot advertise their shares through the prospectus to the public
- If it want to expand further it should become a public limited company
- It is less flexible than a sole trader because its activities are restricted by the Meomorandum of Association and Article of
Association

Multinational Companies
These are enterprises which have subsidiaries or branches in many countries. They are usually Public Limited Company. Examples
includes shoprite, BP (Z) Plc, CocaCola Bottlers, First Quantum Minerals (FQM) Plc, Unilever South East Africa, PEP Stores,
Shoprite checkers etc. They provide employment to the host government and they are a source of income to the host government,
hence they are welcome by most of the countries. Their decision making is controlled by the head office where the parent company
is and implement to all the subsidiaries.

Advantages of Multinational Companies

- They pay tax to the host government which boosts the economy of the country
- They bring new technological skills to the country
- They provide employment to the local citizens
- They bring foreign exchange
- They provide vital goods and services
- they improve mutual understanding between the host country and the parent country

Disadvantages of Multinational Companies

- They tend to exploit the underdeveloped economies
- They usually bring their own experts instead of training the locals to participate in the decision making process
- They can prevent the transfer of technology by ensuring that all the research is done in the parent country
- They disadvantage the local industries by offering better conditions of service and salaries
- They are centrally controlled and do not take into account of the conditions in the host country when changing policies
- The companies take back home with them to their home countries all the profits made in the host country. This drains
away the host country’s foreign exchange reserves
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Public Corporation
These are state owned businesses and they are referred to as nationalize industries. It can either be controlled by either the cen-
tral or local government for conducting business for the benefit of its citizens. It is set up by an act of Parliament.

Characteristics of a Public Corporation

- Ownership:They are owned by the government on behalf of all the citizens in the country i.e. community as a wide.
- Formation: It is set up by an act of parliament.
- Control: Board of directors are appointed by a minister in charge of ministry
- It is the minister who has the overall responsibility
- And it is the board of directors who take charge of the day to day running of the business
- Parliament investigates the working of corporations through select committees
- Source of Capital: Capital is raised through the government grants (loan) e.g. by the government giving treasure advances
from taxation bonds.
- Purpose: The motive for setting up public corporation is to provide goods and services at reasonable price
- Therefore profits are used for improvement of infrastructures e.g. education and helath service.
- Public corporation may plough back any profits they may make and they may borrow money from the banks.

Difference Between a Public Corporation and a Public Limited Company

- A public limited company is owned by shareholders whilst a public corporation is owned by the government.
- In a public limited company, profits are distributed to share holders as dividend as for a public corporation, profits are used
for improvement of infrastructures.
- For a public limited company, capital is raised through sale of shares to the public whilst in a public corporation capital is
raised through government grants.
- In a public limited company board of directors are elected by the shareholders whilst in a public corporation board of direc -
tors are appointed by a minister in charge of a ministry.
- Board of directors control the working of public limited company whilst parliament investigate the working of corporation
through select committees.
- The public limited company is set up by a minimum of two shareholders whilst the corporation is set up by an act of parlia -
ment.
- The motive of selling up the public limited company is to make profit while that of a public corporation is to provide ser -
vice.

ADVANTAGES (arguments for) setting up a Public Corporation

- the government can control the provision of essential or strategic goods and services such as electricity
- they are usually big, so they enjoy the economies of scale which results in cheaper goods and services
- they provide secure employment to a large number of the local people
- they help to implement government policies such as on prices of essential goods an services
- they provide comprehensive services such as health, education and energy
- they are a source of income to the government, thereby helping to reduce tax
- they reduce duplication of employment and necessary wastage of resources

Disadvantages (Arguments against) setting public co-operations

- they can be inefficient and wasteful
- because of their monopolistic nature, they tend to provide poor quality of goods and services
- all loses made by public corporations are to be borne by the tax payers
- the “I do not care” attitude dampens the enthusiasm of workers
- they are too expensive to run and over stretches the tax payers money
- lack of initiative amongst workers leads to inefficiency
- workers do not usually identify themselves with the enterprise
- there is too much bureaucracy and red tape in decision making
- they are highly subsidised by the government to keep them afloat
- some politicians have little commercial expertise or experience to run businesses along efficient lines.

The Finance of Business Units

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A. The Trader’s Capital

The money invested in abusiness is called its capital. It includes everything that is used in the business from
the money used to set it up to the labour hired and equipment purchased to help run it. The capital of a busi-
ness consists of fixed capital and working capital.

1. Fixed Capital

Fixed capital is the money usd to buy fixed assets i.e. items which are bought to be used permanently over a
period of years and which enable the business to run. Fixed assets do not form part of the end product or
they are not for general sale. They include land, buildings, machinery, furniture, office equipment, and mo-
tor vehicles. All these are used to enable production to take place or to enable business to generate profit.

2. Working Capital
Working capital is the money which a business must have available to meet its day to day expenses such as
paying workers’ salaries, buying raw materials or stock, paying water, electricity and telephone bills, and so
on. It also includes money owed to the business by customers and balance (as well as cash in the till).
Working capital is, in fact, th amount by which current assets exceed current liabilities. It can be calculated
by the formula:

Working Capital = Current Assets – Current Liability.

The word current here means short term. That is to say, the assets and liabilities are constantly changing,
for example cash, stock of goods and or raw materials, and the like.

(a) Working capital can be increased in the following ways:

 By the injection of more cash by the owners of the business

 By borrowing from outside sources and in the case of public limited companies, by issuing debentures.
 By ploughing back profits made during past trading years.
 By selling some of the fixed assets (thereby increasing the cash balance).

(b) Working capital can be reduced by the following ways:

 By the owners of the business withdrawing cash for their own use;
 By the company making a loss on its trading;
 By purchasing more fixed assets for cash.

Adequate working capital is important because it is what enables the company to pay its creditors promptly
and buy or replace stock easily without looking for further financial assistance. Lack of working capital will
not only restrict expansion but may push the business into insolvency, closure or liquidation.

3. Capital owned

This is the total amount that the business owes its owners. It is a measure of the net worth of a business. It is
calculated as assets minus external liabilities. Capital owned can be increased by a company making a profit
and decreased by the company making a loss.

4. Capital employed
The capital employed is the sum of the company’s assets, both fixed and current that the company has in-
vested, whether borrowed or not. It is in fact, the amount of wealth or assets which are being usedin the
company to earn income. It is calculated as: Total assets minus debtors.

5. Liquid capital
This refers to thoose assets, such as cash at bank till and any assets that can be easily converted into cash e.g.
stocks and bonds held by the business.

B. Sources of Capital to a Trader

The sole trader and perhaps a partnership will raise capital from personal savings, borrowing from commer-
cial banks as well as from friends and relatives. A limited company, especially a public limited company,
however, has many more sources of capital some of which are given below.

1. The sale of shares

The capital of a limited company is divided into units of uniform value called shares. The company raises its
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capital by selling these shares to the public and such a capital is known as the share capital. Different types
of shares are discussed in detail at a later stage in this chapter.

2. Debentures

These are not shares but long-term loans given to the company by the investing public. They may have to be
secured against some assets. A company wishing to raise extra capital can borrow money from the public
and issue them with stock certificates showing the loans. What this means is that the company sells deben-
tures. They may be issued for a fixed number of years after which they are redeemed.

It should be made clear that debentures are loans for which a fixed rate of interest is paid (to debenture hold-
ers) whether the company makes a profit or not. If the company should be liquidated, debenture holders are
repaid first before the shareholders can get anything. Debentures are, thefore, a safer means of investing in a
company and can bring assured returns if they are issued by profitable companies.

3. Loans

The traditional way of raising capital is by applying for a loan. A loan from commercial banks, insurance
companies and other financial institutions can be very vital to a business. Loans are usually given for a spe-
cific purpose, mainly for the purchase of capital items and are repayable by instalment with interest.

4. Overdrafts

These are givnen on a current account to help the company or business meet its day to day expenses. It is
normally given for short term needs only and interest has to be paid on fluctuating daily overdraft balance.

After spwnding large sums in establishing the capital items necessary for production to take place, a com-
pany may find itself short of working capital. It can then obtain an overdraft to help run the business, i.e. by
stock, pay bills and salaries and so forth.

5. Ploughing back profits

When a company makes a good profit, it may decide not to distribute all of it to the shareholders and instead
retain some of it and reinvest it to expand the business. The company can also keep some of its profit as a
reserve to cater for emergency or difficult times.

6. Trade credit

A retailer who has little working capital can approach the supplier and obtain stock on short term credit.
Getting supplies on credit means the retailer takes the goods and pays for them a few weeks later after selling
them. This helps to increase the retailers’ working capital, as the goods would be paid for from the sales rev-
enue generated.

7. Leasing or renting equipment

Leasing enables a company to acquire up-to-date equipment or machinery without the large amounts of
money needed to buy it cash. Lease agreement eneables a firm to obtain equipment by paying a monthly
rental fee which includes maintenance. At the end of the lease period the ownership is usually transferred to
the company.

8. Factoring

This enables a company to sell goods to customers on credit and then sell their invoices to a finance com-
pany at less than the full amount. For example, a furniture dealer like Supreme Furnishers may sell a lounge
suite to a customer for P1000 on credit and take the invoice to a finance company and get P900 for it. In this
case, Supreme Furnishers gets its money immediately, leaving the factor to collect the amount outstanding
and deal with any possible bad debts.

9. Government grants and loans

Another sources of capital to a business is the grants offered by the government. For example, the Financial
Assistance Policy (FAP) in Botswana, which provides firms a certain amount of money, to help them set up
a manufacturing business in the country, has been very helpful to many companies.

10. Mortgaging property

Mortgaging refers to getting a loan from a financial institution and offering the company’s assets such as
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buildings and or land as security. It is also an important souce of capital.

11. Hire purchase

Buying vehicles or equipment on hire purchase or credit can also relieve the company of financial problems.
The firm will pay a deposit and get the goods and then pay the balance outstanding by monthly instalments
over a period of 2 to 5 years. The advantage here is that the company spreads the costs of the item over a
numbr of years hence lessens the financial burden.

Factors to consider before choosing a method of financing

There are many reasons why a firm may need additional capital. It could be to finance it expansion or to up-
grade or modernise its operations. But, whatever the reason, before a business chooses which method to use
to finance its projects the following factors need be considered.

 Interest rates
 Amount of finance repayment
 Time allowed or duration of the loan
 Security available, which the company can provide
 Purpose and availability of the various methods.

C. THE CAPITAL OF A LIMITED COMPANY

The capital of a limited company is raised by selling shares or debentures. The total amount of money that a
limited company is allowed to raised through issuing shares is called authorised capital. This may be issued
in stages as and when the company wants extra capital. The actual amount of capital which has been raised
and paid for at any one time is called issued capital.

Authorised capital

Shares Deben-

Ordinary Prefer- Naked Redeemable Mortgaged Irredeem-

shares ence deben- able
shares tures
The capital of a limited company

1. What are shares?

A share is a unit of a limited company’s capital. When a person buys a share in a company he/she is given a
share certificate showing the number, value and type of share he/she owns. He/she then becomes a share-
holder, in fact, a part-owner of the company. This is because limited companies are owned by shareholders.
Buying a share in a company is an investment the reward of which is a dividend or a share of any profits
made by the company. The market where shares are bought and sold is known as the stock exchange.

1. What are shares?

A share is a unit of a limited company’s capital. When a person buy share in a company he/she is given a
share certificate showing the number, value and type of share he/she owns. He/she then becomes a share-
holder, in fact, a part-owner of the company. This is because limited companies are owned by shareholders.
Buying a share I a company is an investment the reward of which is a dividend or share of any profits made
by the company. The market where shares are bought and sold is known as the stock exchange.

(a) Types of shares

In general there are two types of shares namely, ordinary shares and preference shares.

(i) Ordinary shares

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These are shares which receive variable rates of dividend dependent upon the profits made. They normally
get dividends after the preference shares have already received theirs. Ordinary shares have voting rights.
This is possibly because ordinary shares are a more risky form of investment, so it is appropriate for their
holders to be responsible for all decision making in the company. Anyone who holds a majority of ordinary
shares controls the company because each share has one vote at annual general meetings.
If
The company fails altogether, the holders of ordinary shares will only be paid after all the debts of the com-
pany have been paid. In exceptionally good years, when good profits are made, however, ordinary sharhold-
ers may get more dividends than preference shareholders. All companies issue ordinary shares.

(ii) Preference shares

These are shares which receive dividend before the ordinary shares. They get a fixed rate e.g. 10%, which
means when the company makes a profit each preference shareholders gets a dividend equal to 10% of the
value of shares they hold. Preference shares have no voting rights at annual general meetings. By selling
preference shares a company can raise capital without the exisiting owners losing control over it. There are
four main types of preference shares and these are:

 Cumulative preference shares These preference shares get a fixed dividend every year. If in one
year no profits are made, they are paid ina rrears in the next year when profits are made. But even if
the company makes a very big profit, they receive no more than their fixed rate of return.

 Non cumulative preferenceshares These type of preference shares do not have any right arrers of
dividend. So if the company makes no profit this year, they get nothing and the next year the company
makes a good profit they will still get their fixed amount and nothing else (even if better than usual
profits are realised.)

 Redeemable preference shares

These are shares which will be bought back by the company at a later date, either out of accumulated profits
from the money got from a fresh sale of shares. They are usually used to help start a company.

 Participation preference shares

There is another type of preference shares called participating preference shares which entitle the holders to
get a bonus if a very big profit is made in the particular year. Their holders also participate in decision mak-
ing in the company.

Differences between ordinary and preference shares

There are three main diffferences between ordinary and preference shares.
 Firstly, preference shares receive a dividend before ordinary shares, usually at a fixed percentage and
the shares may be cumulative, participating or non-commutative. Ordinary shares receive a variable
rate of dividend, dependent upon the amount of profits made. (This means the more profits the com-
pany makes the more individend the ordinary shareholders are paid and vice versa).
 Secondly, ordinary shares have voting rights so their holders are the ones who control the company.
Preference shares, on the other hand, have no voting rights because their holders are assured of their
fixed rate of dividend one way or the other.
 Lastly, ordinary shares are a more risky form of investment than preference shares. They only get divi-
dend after the preference shareholders have already got, and in bad years when little profits are made
they get nothing at all.

2. Debentures

When a company wants to raise additional capital it can ussue debentures. A debenture is a loan given to a
company on which a fixed rate of interest must be paid whether the company makes a profit or not. It is
nothing other than a ceritificate showing the amount of money lent to the company and the interest that must
be paid on it. In case the company is liquidated, debenture holders must be paid before any of the sharehold-
ers are. The main features of debentures are that:

 They are long term loans to the company;

 Debenture holders are not the owners of the company they are creditors of the company;
 Debenture holders are paid a fixed rate of interest every year irrespective of the level of profits;
 Debentures may be redeemable as they are loans.

(a) Types of debentures

Debentures may be classisfied in two ways:

(i) According to the security pledged against them, they may be naked or motorgaged.

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 Naked debentures are the ones issued without any property or security pledged against them. They
are not very secure.

 Mortgaged debentures have some property pledged against them. They are more secure and if the
company is liquidated, the proceeds of the sale of the pledged property are used to pay off the holders.

(ii) According to redemption, they may be redeemable or irredeemable.

 Redeemable debentures are usually issued for a fixed period of time and can be bought back by the
company. This means the amount borrowed against them is repaid by the company possibly after the
expiry of the fixed period.

 Irredeemable debentures can never be bought back. The money borrowed against them remains out-
standing until the company is liquidated. The holders of irredeemable debentures keep getting interest
against their debentures indefinitely.
(b) Differences between debentures and shares
Debentures and shares are fundamentally very different.

 A share is a unit of capital whilst a debenture is a loan borrowed from members of the public.
 A shareholder is a part-owner of the company and may vote but a debenture holder is a creditor and
has no voting right.
 Shares a re paid dividends when profits are made but debentures are paid interest, whether or not the
company makes a profit.
 Shares are usually irredeemable although they may be transferred, whilst debentures are redeemable as
they are oloans.
 When a company is liquidated, debenture holders are paid only the face value (plus any outstanding in-
terests) of the debentures held. But, if more money is raised by the sale of assets shareholders may get
more than the face value of their shares.
 The interest paid to debenture holders is fixed but dividends paid to especially ordinary shareholders is
variable.

E. Business Calaculations

Every firm needs to keep a detailed and accurate record of:

 the value of assets, that is, properties owned by the firm;

 the value of liabilities, that is, the amount owed by the business to others;
 changes in assets and liabiolities;
 the value of sales; and
 the value of purchases.

Proper and accurate record is particularly essential:

 if the firm is to calculate and make available to owners details of the value of the fime and profits
made;
 if managers are to effectively control the firm and plan its future developments;
 so that tax can be assessed (both income tax, corporation tax and value added tax);
 to meet the provision of the Company’s Act 1980, which requires that a company’s account be filled in
the company registration office annually.

1. Profits

Profti is the reward for doing business. The business person takes the risk of manufactuirn something or pro-
viding some service so as to get profit. The profitability of a business can be looked at from the point of
view of either gross profit or net profit.

(a) Gross profits

Gross profit is the differences between the cost of goods sold and the proceeds from their sale. Put simply,
gross profit is selling price minus cost price. Gross profit is not the true profit since the expenses incurred
in selling the goods have not been taken into account. It is calculated as:

Gross profit = Turnover minus Cost of goods sold.

For example: If a trader buys a bicycle at P100 from the wholesaler and sells it at P145 the difference is his/
her gross profit.

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The price at which the trader bought the bicycle is called cost price. (C.P) and the price at which the trader
sold the bicycle is called the selling price (SP.). The gross profit is calculated as follows:

Gross Profit, GP = Selling Price – Cost Price

i.e. GP = SP – CP.
In our example, GP = P145 – 100 = P45.

(b) Net Profit

This is the true profit obtained from trading. (In other words, it is the real reqard of the trader). It is the
amount left after allowances have been made for all expenses such as rent, salaries, storage, insurance, water,
telephone and electricity bills, advertising, transport etc. Net profit is very important since it

 enables the trader to know the actual benefit of trading;

 enables the trader to compare what he/she investments;
 it assists in forward planning;
 it helps him/her to obtain a loan from the bank;
 it is important for tax purposes

Net profit is calculated as follows:

Net Profit = Gross profit (plus other incomes) minus Expenses.

In our example above, suppose all the expenses amount to P15, the net profit would then be calculated as fol-
lows:

Net Profit = Gross Profit – Expenses

i.e. P45 – P15 = P30.

When gross profit is expressed as a percentage of cost price it is called profit mark-up but when it is ex-
pressed as a percentage of selling price it is called profit margin.

The following example shows how the profit mark-up is calculated:

To use the same example as above, let us say, a trader goes to the wholesaler and buys a bicycle at P100 and
sells it at P145, the difference being his/her gross profit.

Percentage mark-up = Selling Price – Cost price x 100

Cost Price

i.e. P145 – 100) x 100 = 31%

145

(d) The relationship between profit mark-up and profit margin

When profit mark-up is Profit margin will be

1
/3 ¼
1
¼ /5
2 2
/5 /7
3 3
/8 /11

Table 4 The relationship between profit mark-up and profit margin

You arrive at profit margin by adding the numerator to the denominator while using the same numerator.
When margin is given you do the opposite (i.e. subtracting the numerator from the denominator).

The calculation of gross profit shown above assumes that the trader buts only one commodity, the bicycle. In
practice traders, usually buy several types of goods. Also at the beginning of the year there could have been
some old stock of unsold goods carried forward from the previous year. The stock at the beginning of the
year is called opening stock and the stock of goods lying unsold at the end of the year is called closing
stock.

Therefore, in practice, to calculate the gross profit you have to sum up the total value of goods sold during
the year, called Turnover. . You can do this following the steps given below.

(i) Determine the value of opening stock.

(ii) Determine the total value of goods bought during the year.
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(iii) Find out if any goods were returned to the supplier during the year.

(iv) The difference between (2) and (3) is called Net purchase of the year.

(v) Add (1) to (4) i.e. opening stock to net purchases to get the total value of goods available for
sale during the year.

(vi) Find the value of closing stock by stocktaking.

(vii) Subtract (6) from (5) i.e. closing stock from the goods available for sale, to get the final cost of
goods sold during the year. This is called the “Cost of Sales”.

(viii) Calculate the gross profit i.e. Net sales minus cost of sales.

SUMMARY

 Cost of sales = Opening stock plus net purchases minus closing stock.
 Net Sales = cost of sales minus gross profit.
 Gross profit = net sales minus cost of sales.
 Net profit = gross profit minus expenses.
 Expenses = gross profit minus net profit.

2. TURNOVER

The turnover or net sales is the net value of goods sold during an accounting period. It is calculated as fol-
lows:

Turnover = Sales minus Returns inwards OR Turnover = Sales minus Cost of goods sold plus gross profit.

3. COST OF GOODS SOLD

This is the cost price of goods that have been sold. It is calculated as:

Cost of goods sold = opening stock plus net purchases minus Closing stock or;
Cost of goods sold = Turnover minus gross profit.

4. RATE OF TURNOVER OR RATE OF STOCK TURN

This is the number of times the average stock can be sold in an accounting period. (It is actually the number
of times a firm orders and sells out its stock each year.). It is calculate as follows:

Rate of stock turn = Turnover or

Average stock

Rate of stock turn = Cost of goods sold

Average stock

5. Average Stock

This is the average number of stock held in the business for the accounting period. It is actually the average
of the opening and closing stock. It is calculated as:

Average stock = Opening + closing stock

2

6. Gross Profit Percentage

This net profit percentage shopws actual average profit made adter taking into account all costs and expenses
incurred. It is also known as the net profit percentage of turnover. It is calaculated as:

Gross profit percentage = Gross Profit x 100

Turnover 1

8. Rate of Return on Capital Invested

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The rate of return on capital invested is extremely important to a businessman or woman for it tells him/her
exactly how much he/she is getting from the investment. It is calculated as:

Rate of return on capital invested = Net profit x 100

Capital at start of the year

This ratio helps the businessman or woman to determine the probability of his/her business. He/she is thus
able to decide whether it is worthwhile or not to keep his/her money in that investment.

9. Mark up

This is the percentage of gross profit to the cost of goods sold or the percentage of profit to cost price. It is
calculated as follows:

Mark up = Gross profit x 100

Cost of goods sold

10. Margin

This is the percentage of gross to turnover or selling price. It is calculated as:

Margin = Gross profit x 100

Turnover

F. THE BALANCE SHEET

A balance sheet is a statement of the financial position of the business or an individual at a given time. It
shows the company’s assets and liabilities. It is usually drawn a tabular form as follows:

ASSETS LIABILITIES
Buildings Capital
Shop fittings, vehicles, machinery Bank loan
Stock (raw material/goods) Creditors
Cash (at bank and in till)

TOTAL TOTAL

The Balance sheet

The balance sheet equation can be written as Capital = Assets minus Liabilities.

1. THE BALANCE SHEET INTERPRETATION

The balance sheet of a firm shows the financial position at a particular date. It gives the summary of its re-
serves, capital, liabilities and assets.

(a) Assets

These are the properties of a business. Assets can be divided into two: fixed assets and current assets.

Fixed assets are the properties, of a business, whose values do not change from day to day, e.g. land, build-
ings, equipment, etc.

Current assets are the propertis of a businesses or individuals and can be divided into fixed or long – term
liabilities and current liabilities.

(b) Liabilities

This is money owed by a firm to other businesses or individuals and can be divided into fixed or long-term
liabilities and current liabilities.

Long term liabilities are amounts which have to be repaid over a number of year, for example, a ten year
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loan or mortgage on premises.

Current liabilities are short term and have to be paid in less than a year’s time, for example, creditors (i.e.
goods or stock obtained on credit).

G. HOW PROFITS AND LOSSES AFFECT CAPITAL

When a company makes a profit, its capital increases, especially if it is reinvested in the business. A loss,
however, represents a decrease in capital and may eventually lead to the closure of the company if it persists.

STOCK EXCHANGE
(a) Describe the functions of a stock exchange and ex[plain its importance to investors
(b) Expain the role of :
(i) stock broker
(ii) dealers on the stock exvhange
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© What are the functions of the stock exchange council?

(d) What factors determine the price of shares on the stock exchange?
(e) What are the functions of the contract note on the stock exchange?

(a) Functions of the Stock Exchange and its importance to investors

 Providing a market where stocks and shares can be sold and bought.
 Stock exchange approval gives indication to the investors that the company quoted is reputable.
 It provides a pace where people with savings can invest and lend those companies that need to raise finance.
 Prepares reports and data concerning all organisation on the Stock Exchange
 It establishes a code of conduct which members of the stock exchange must follow.
 Enable government to raise funds.
 Gives savers opportunity of investing in industry and commerce.
 Regulates members of the market
 Provides rules to protect investors against fraud.
 Enables transfer of second hand securities.
 Provides place where prices can be determined freely on basis of supply and demand.
 Vetting companies applying for stock exchange quotations/listing.

(b) (i) The Work of the Stock Brokers on the Stock Exchange
Because members of the public are not allowed to trade on the stock exchange:
 the Stock broker acts as agents, buying and selling shares on behalf of the general public.
 They try hard to obtain the best possible prices for their clients
 The brokers compare prices in the market and usually buy and sell acording to their clients’ instructions
 They prepare a contract note setting out the amounts to pay or receive their commission.
 The arrange for share certificate’s or stock transfer forms to be dealt with.
 The broker advise their clients on matters relating to market conditions.

(ii) The work of Dealers on the stock exchange

 These are principal who buy and sell shares on their own behalf with a hope of making profit
 They deals with stock brokers only as the members of the public are not allowed to deal directly with them
 The may specialise in certain types of securities such as dealing in oil shares or mining shares

© Functions of the Stock Exchange Council

 to control the admission of new members
 to discipline members who are guilty of misconduct
 to formulate the stock exchange rules
 to settle disputes between members
 to provide information services to members
 to accept and publish shares of companies to be quoted on the stock exchange.

(d) Factors that Determine the prices of Shares at the Stock Exchange
 To supply and demand for the shares  Recent performance of the company
 Political changes in the country e.g. change of gov-  The popularity of the company’s product
ernment  The general prosperity of the country
 Changes in interest rates or taxation  Changes in market trends
 Strike/industrial disputes in the company
 Take overs and merges being considered

(e) Functions of the Contract Note on the Stock Exchange

 Informs the client number of shares bought or sold
 Shows the type and the unity price of shares
 Shows the commission to be paid by the client
 Shows the total amount to be paid or due to the client
 Shows settlement date, when payment or delivery of share to be made

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