最新中职商务英语阅读(高教版)书面实例02

【课题】Chapter Two Marketing Research 【教材版本】【教学目标】知识目标：-什么是市场调研。

-怎样进行简单的市场调研能力目标：-将所学市场调研的相关英语知识运用到阅读理解中-将所学市场调研的相关英语知识运用到口语表达中【教学重点、难点】教学重点：将所学市场调研的相关英语知识运用到阅读理解中教学难点：将所学市场调研的相关英语知识运用到口语表达中教学途径：1．小组讨论教学2．自学练习教学【教学媒体及教学方法】制作PPT。

演示法、讲授法、分组讨论法。

【课时安排】2课时（90分钟）。

【教学过程】第一环节导入（15分钟）活动一: 要求学生小组讨论两幅图片及相关问题提示学生肯德基公司，东方即白公司提示学生在市场调研中需要注意的问题活动二：小组讨论并抢答产品名称和公司的组合，练习2活动三：小组讨论并介绍coke，rice soup，stock cube，shampoo的产品情况小组讨论和回答活动三的问题第二环节新授课（50分钟）阅读篇章A[讲解]详细讲解文章的内容列出生词和长难句[演示]教师用幻灯片演示单词和句子[问答]How many kinds of market analysis are there in the article, what are they?[案例分析]小组讨论分析特伦苏的客户，产品，目标市场，竞争，定价，分销渠道，促销方式[问答]如何进行具体的市场分析，练习5[复习]复习重点单词，练习6阅读篇章B[自学练习]学生根据课后提供的单词和句子翻译，进行自学阅读练习。

[问答]小组讨论并回答问题what are the four brands of Pepsi Corporation?[问答]小组抢答问题8 问题9第三环节课堂练习（15分钟）对学生购物偏好进行市场调研：选取4个学生分为2组，一个小组设计问卷调研，一个小组进行面对面调研。

第四环节复习小结（8分钟）What is the market analysis?Which parts of China influence KFC's product most?第五环节布置作业（2分钟）完成练习10。

Unit3 Internshipagreement /əˈgriːm(ə)nt/ n. 协议；同意arrangement /əˈreɪndʒmənt/ n. 安排assistant /əˈsɪstənt/ n. 助理challenge /ˈtʃælɪndʒ/ n. 挑战colleague /ˈkɒliːɡ/ n. 同事deal /diːl/ n. 经营definition /ˌdefɪˈnɪʃn/ n. 定义description /dɪˈskrɪpʃn/ n. 描述excel /ɪkˈsel/ v. 突出expectation /ˌekspekˈteɪʃn/ n. 期望；期盼express /ɪkˈspres/ v. 呈现；表达guest /ɡest/ n. 客人inspection /ɪnˈspekʃn/ n. 实地考察instruction /ɪnˈstrʌkʃn/ n. 指导；指示insurance /ɪnˈʃʊərəns/ n. 保险intern /ɪnˈtɜːn , ˈɪntɜːn/ n. 实习生internship /ˈɪntɜːnʃɪp/ n. 实习生的职位；实习期mentor /ˈmentɔː(r)/ n. 导师organize /ˈɔːɡənaɪz/ v. 组织pre-service /priːˈsəːvɪs/ n. 职前培训prize /praɪz/ n. 奖励procedure /prəˈsiːdʒə(r)/ n. 步骤program /ˈprəʊɡræm/ n. 计划；项目qualified /ˈkwɒlɪfaɪd/ adj. 合格的receive /rɪˈsiːv/ v. 接到；受到reception /rɪˈsepʃn/ n. 接待处；服务台receptionist /rɪˈsepʃənɪst/ n. 接待员report /rɪˈpɔːt/ n. 报告scholarship /ˈskɒləʃɪp/ n. 奖学金section /ˈsekʃn/ n. 部分sign /saɪn/ v. 签署staff /stɑːf/ n. 员工trainee /ˌtreɪˈniː/ n. 实习生go through 仔细检查Human Resources Department 人力资源部job description 职位描述keep track of 记录three-party-agreement 三方协议training archive 实习档案录音原文Li Zixuan: Hi, Samuel. Why didn’t Yuchen come for ourmovie activity?Samuel Anderson: Hello, Zixuan! He was busy. He was preparing for the internship program.Li Zixuan: That’s great! I just signed my three-party agreement with our school and my trainer,No.1 Kindergarten.Samuel Anderson: So, you will be an intern teacher soon?Li Zixuan: Yes, but not before I finish the pre-service training program. How about you?Samuel Anderson: I was thinking of going to a 4S shop at the beginning. But I’ve changed my mind.Li Zixuan: Why?Samuel Anderson: Well, Hongqi Auto Plant has offered me a better chance to get to know the whole industry.Li Zixuan: Congratulations! By the way, have you checked your insurance?Samuel Anderson: Sure, And I’ve also finished my training plan with my teacher and the trainer.参考译文:李子轩：嗨，塞缪尔。

Chapter Seven Types of BusinessWhile buying a franchise affords numerous advantages over opening a solo business, the benefits to franchisors are even greater. Some things to expect are lessened risk when expanding your business. This is because you have no capital invested in your franchisee's units. You also have increased growth, stronger brand building, and limited contingent liability because as a franchisor you are not signing leases or taking out financing. In addition, you have less liability for the actions of franchisees' employees and events that take place in franchisees' units.Franchisees often contribute to an advertising fund, which is used to promote the company at the franchisor's discretion. Keep in mind that you will have to hold up to promises you make to franchisees about advertising. Because franchisees are vested in the success of their business, you can expect better performance and structure, as well as count on long-term management instead of high turnover of non-owner managers. In addition to the advantages, there are legal obligations now required of you. Franchisors are required by the Federal Trade Commission (FTC) to present material information about their company to potential franchisees. This information includes your company's and all of its officers' litigation histories, financial information, and anything material about the company.Franchisors need to train franchisees how to operate the business and provide very detailed operating manuals. Franchisors generally provide some kind of support as well, from ongoing training to administrative and technical support. Franchisees rely on the franchisor for guidance based on the franchisor's proven system. Franchising is a mutually satisfying and lucrative arrangement if both parties meet their obligations.Chapter Eight TechnologyThe Internet can be a wonderful resource for kids. They can use it to research school reports, communicate with teachers and other kids, and play interactive games. Kids who are old enough to punch in a few letters on the keyboard can literally access theworld.But that access can also pose hazards. For example, an 8-year-old might do an online search for "Lego." But with just one missed keystroke, the word "Legs" is entered instead, and the child may be directed to a slew of websites with a focus on legs — some of which may contain pornographic material.That's why it's important to be aware of what your kids see and hear on the Internet, who they meet, and what they share about themselves online.Just like any safety issue, it's wise to talk with your kids about your concerns, take advantage of resources to protect them, and keep a close eye on their activities.Chapter Nine PricingA well chosen price should do three things:•achieve the financial goals of the company (e.g., profitability)•fit the realities of the marketplace (Will customers buy at that price?)•support a product's positioning and be consistent with the other variables in the marketing mixo price is influenced by the type of distribution channel used, the type of promotions used, and the quality of the product▪price will usually need to be relatively high if manufacturing isexpensive, distribution is exclusive, and the product issupported by extensive advertising and promotional campaigns ▪ a low price can be a viable substitute for product quality,effective promotions, or an energetic selling effort bydistributorsFrom the marketer’s point of view, an efficient price is a price that is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good pricing strategy would be the one which could balance between the price floor (the price below which the organization ends up in losses) and the price ceiling(the price beyond which theorganization experiences a no demand situation).。

Chapter One Human ResourceQuestion: What is the Definition of Human Resources?Answer: The number one glossary suggestion and question that people request is: “What is the definition of human resources?” William R. Tracey, in The Human Resources Glossar y defines Human Resources as: “The people that staff and operate an organization … as contrasted with the financial and material resources of an organization. The organizational function that deals with the people ...” Long a term used sarcastically by individuals in the line organization, because it relegates humans to the same category as financial and material resources, human resources will be replaced by more customer-friendly terms in the future.Chapter Two Market ResearchMarket research is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Its uses include to help create a business plan, launch a new product or service, fine tune existing products and services, and expand into new markets. Market research can be used to determine which portion of the population will purchase a product/service, based on variables like age, gender, location and income level.Chapter Three Product Life CycleProduct lifecycle management (PLM) is the process of managing the entire lifecycle of a product from its conception, through design and manufacture, to service and disposal.[1] PLM integrates people, data, processes and business systems and provides a product information backbone for companies and their extended enterprise Product Lifecycle Management (PLM) is more to do with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view; whereas Product life cycle management (PLCM)is to do with the life of a product in the market with respect to business/commercial costs and sales measures.Chapter Four Electronic CommerceElectronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinarily since the spread of the Internet. A wide variety of commerce is conducted in this way, spurring and drawing on innovations in electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange (EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at some point in the transaction's lifecycle, although it can encompass a wider range of technologies such as e-mail as well.Chapter Five International Trade IEye contactIn the US, UK and much of northern Europe, strong, direct eye contact conveys confidence and sincerity. In South America it is a sign of trustworthiness. However, in some cultures such as the Japanese, prolonged eye contact is considered rude and is generally avoided.Personal space and touchIn Europe and North America, business people will usually leave a certain amount of distance between themselves when interacting. Touching only takes place between friends.In South America or the Middle East, business people are tactile and like to get up close.In Japan or China, it is not uncommon for people to leave a gap of four feet when conversing. Touching only takes place between close friends and family members. TimeWestern societies are very clock conscious.. Time is money and punctuality is crucial. This is also the case in countries such as Japan or China where being late would be taken as an insult.However, in South America, southern Europe and the Middle East, being on time fora meeting does not carry the same sense of urgency.Meeting and greetingMost international business people meet with a handshake.In some countries, this is not appropriate between genders. Some may view a weak handshake as sign of weakness whereas others would perceive a firm handshake as aggressive.How should people be addressed? Is it by first name, surname or title? Is small talk part of the proceedings or not?Gift givingIn Japan and China gift-giving is an integral part of business protocol. However in the US or UK, it has negative connotations.Where gifts are exchanged, should one give lavish gifts? Are they always reciprocated? Should they be wrapped? Are there numbers or colours that should be avoided?All the above in one way or another will impact cross cultural negotiation and can only be learnt through cross cultural training. Doing or saying the wrong thing at the wrong time, poor communication and cross cultural misunderstandings can all have harmful consequences.Cross cultural negotiation training builds its foundations upon understanding etiquettes and approaches to business abroad before focusing on cross cultural differences in negotiation styles and techniques.Chapter Six International Trade IIThe Chinese mainland registered a trade deficit of 77.56 billion U.S. dollars with Taiwan last year, according to the Ministry of Commerce (MOC) on Friday.Trade volume between the mainland and Taiwan reached 124.48 billion U.S. dollars, up 15.4 percent year on year, MOC statistics show.In 2007, the mainland's exports to Taiwan reached 23.46 billion U.S. dollars and imports from the island reached 101.02 billion U.S. dollars, up 13.1 percent and 16 percent respectively.During the same period, the mainland approved 3,299 projects with Taiwan investment and the actual use of Taiwan investment reached 1.77 billion U.S. dollars, down 12.1 percent and 20.4 percent respectively year on year.By the end of 2007, direct investment from Taiwan in the mainland , totaled 45.76 billion U.S. dollars since figures first began in 1988 with the opening up of trade between the mainland and Taiwan. The actual use of Taiwan's direct investment in the mainland accounted for six percent of all actually used direct investment from outside the Chinese mainland.Taiwan is the mainland's seventh largest trade partner, ninth largest export market and fifth largest import market.Chapter Seven Types of BusinessWhile buying a franchise affords numerous advantages over opening a solo business, the benefits to franchisors are even greater. Some things to expect are lessened risk when expanding your business. This is because you have no capital invested in your franchisee's units. You also have increased growth, stronger brand building, and limited contingent liability because as a franchisor you are not signing leases or taking out financing. In addition, you have less liability for the actions of franchisees' employees and events that take place in franchisees' units.Franchisees often contribute to an advertising fund, which is used to promote the company at the franchisor's discretion. Keep in mind that you will have to hold up to promises you make to franchisees about advertising. Because franchisees are vested inthe success of their business, you can expect better performance and structure, as well as count on long-term management instead of high turnover of non-owner managers. In addition to the advantages, there are legal obligations now required of you. Franchisors are required by the Federal Trade Commission (FTC) to present material information about their company to potential franchisees. This information includes your company's and all of its officers' litigation histories, financial information, and anything material about the company.Franchisors need to train franchisees how to operate the business and provide very detailed operating manuals. Franchisors generally provide some kind of support as well, from ongoing training to administrative and technical support. Franchisees rely on the franchisor for guidance based on the franchisor's proven system. Franchising is a mutually satisfying and lucrative arrangement if both parties meet their obligations.Chapter Eight TechnologyThe Internet can be a wonderful resource for kids. They can use it to research school reports, communicate with teachers and other kids, and play interactive games. Kids who are old enough to punch in a few letters on the keyboard can literally access the world.But that access can also pose hazards. For example, an 8-year-old might do an online search for "Lego." But with just one missed keystroke, the word "Legs" is entered instead, and the child may be directed to a slew of websites with a focus on legs — some of which may contain pornographic material.That's why it's important to be aware of what your kids see and hear on the Internet, who they meet, and what they share about themselves online.Just like any safety issue, it's wise to talk with your kids about your concerns, take advantage of resources to protect them, and keep a close eye on their activities.Chapter Nine PricingA well chosen price should do three things:•achieve the financial goals of the company (e.g., profitability)•fit the realities of the marketplace (Will customers buy at that price?)•support a product's positioning and be consistent with the other variables in the marketing mixo price is influenced by the type of distribution channel used, the type of promotions used, and the quality of the product▪price will usually need to be relatively high if manufacturing isexpensive, distribution is exclusive, and the product issupported by extensive advertising and promotional campaigns ▪ a low price can be a viable substitute for product quality,effective promotions, or an energetic selling effort bydistributorsFrom the marketer’s point of view, an efficient price is a price th at is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good pricing strategy would be the one which could balance between the price floor (the price below which the organization ends up in losses) and the price ceiling(the price beyond which the organization experiences a no demand situation).Chapter Ten LogisticsLogistics is the management of the flow of goods, information and other resources, including energy and people, between the point of origin and the point of consumption in order to meet the requirements of consumers (frequently, and originally, military organizations). Logistics involve the integration of information, transportation, inventory, warehousing, material-handling, and packaging. Logistics is a channel of the supply chain which adds the value of time and place utility.Chapter Eleven InsuranceGlobal insurance premiums grew by 8.0% in 2006 (or 5% in real terms) to reach $3.7 trillion due to improved profitability and a benign economic environment characterised by solid economic growth, moderate inflation and strong equity markets. Profitability improved in both life and non-life insurance in 2006 compared to the previous year. Life insurance premiums grew by 10.2% in 2006 as demand for annuity and pension products rose. Non-life insurance premiums grew by 5.0% due to growth in premium rates. Over the past decade, global insurance premiums rose by more than a half as annual growth fluctuated between 2% and 11%.Advanced economies account for the bulk of global insurance. With premium income of $1,485bn, Europe was the most important region, followed by North America ($1,258bn) and Asia ($801bn). The top four countries accounted for nearly two-thirds of premiums in 2006. The U.S. and Japan alone accounted for 43% of world insurance, much higher than their 7% share of the global population. Emerging markets accounted for over 85% of the world’s population but generated only around 10% of premiums. The volume of UK insurance business totalled $418bn in 2006 or 11.2% of global premiums.Chapter Twelve AdvertisementWith the dawn of the Internet came many new advertising opportunities. Popup, Flash, banner, Popunder, advergaming, and email advertisements (the last often being a form of spam) are now commonplace.The ability to record shows on digital video recorders (such as TiV o) allow users to record the programs for later viewing, enabling them to fast forward through commercials. Additionally, as more seasons of pre-recorded box sets are offered for sale of television programs; fewer people watch the shows on TV. However, the fact that these sets are sold, means the company will receive additional profits from the sales of these sets. To counter this effect, many advertisers have opted for product placement on TV shows like Survivor.Particularly since the rise of "entertaining" advertising, some people may like an advertisement enough to wish to watch it later or show a friend. In general, the advertising community has not yet made this easy, although some have used the Internet to widely distribute their ads to anyone willing to see or hear them.Another significant trend regarding future of advertising is the growing importance of the niche market using niche or targeted ads. Also brought about by the Internet and the theory of The Long Tail, advertisers will have an increasing ability to reach specific audiences. In the past, the most efficient way to deliver a message was to blanket the largest mass market audience possible. However, usage tracking, customer profiles and the growing popularity of niche content brought about by everything from blogs to social networking sites, provide advertisers with audiences that are smaller but much better defined, leading to ads that are more relevant to viewers and more effective for companies' marketing products. Among others, Comcast Spotlight is one such advertiser employing this method in their video on demand menus. These advertisements are targeted to a specific group and can be viewed by anyone wishing to find out more about a particular business or practice at any time, right from their home. This causes the viewer to become proactive and actually choose what advertisements they want to view.In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is chosen for widespread distribution with a prize given to the winner(s). During the 2007 Super Bowl, PepsiCo held such a contest for the creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for independent freelancers.Chapter Thirteen Marketing MixThe Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace. One version of theorigins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes.Chapter Fourteen BrandingWith the emergence of strong retailers the "own brand", a retailer's own branded product (or service), also emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in the UK clothing sector) this "own brand" may be able to compete against even the strongest brand leaders, and may outperform those products that are not otherwise strongly branded. Concerns were raised that such "own brands" might displace all other brands (as they have done in Marks & Spencer outlets), but the evidence is that —at least in supermarkets and department stores — consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. Indeed, even the strongest own brands in the UK rarely achieve better than third place in the overall market.This means that strong independent brands (such as Kellogg's and Heinz), which have maintained their marketing investments, are likely to continue their strong performance. More than 50 per cent of UK FMCG brand leaders have held their position for more than two decades, although it is arguable that those which have switched their budgets to "buy space" in the retailers may be more exposed.The strength of the retailers has, perhaps, been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has beendemanded by them as recognition of their buying power). Some of the more active marketers have now also switched to 'category marketing' - in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand.At the same time, probably as an outgrowth of consumerism, "generic" (that is, effectively unbranded) goods have also emerged. These made a positive virtue of saving the cost of almost all marketing activities; emphasizing the lack of advertising and, especially, the plain packaging (which was, however, often simply a vehicle for a different kind of image). It would appear that the penetration of such generic products peaked in the early 1980s, and most consumers still appear to be looking for the qualities that the conventional brand provides.Chapter Fifteen Customer ServiceCustomer service (also known as Client Service) is the provision of service to customers before, during and after a purchase.According to Turban et al. (2002), “Customer service is a series of activities designed to enhance the level of customer satisfaction –that is, the feeling that a product or service has met the customer expectation.”Its importance varies by product, industry and customer. As an example, an expert customer might require less pre-purchase service (i.e., advice) than a novice. In many cases, c ustomer service is more important if the purchase relates to a “service” as opposed to a “product".Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites. Customer service is normally an integral part of a company’s customer value proposition.Some have argued that the quality and level of customer service has decreased in recent years, and that this can be attributed to a lack of support or understanding at the executive and middle management levels of a corporation and/or a customer servicepolicy.11。