Unit 3 Company and ProductsUnit GoalsStarting-upTranslate the names of following ten world-famous companies into Chinese and then write out their nationalities.1.WAL-MART STORES2.SINOPEC GROUP3.TOYOTA MOTOR4.VOLKSWAGEN5.ROYAL DUTCH SHELL6.SAMSUNG ELECTRONICS7.DAIMLER8.PROCTER & GAMBLE9.LEGAL & GENERAL GROUP10.S IEMENSInitial ListeningBefore listening, please learn the following trade terms by heart.Now, please complete the following tasks.T T a a s s k k 11You will hear six product titles. For each product, choose the proper words from the box to compose its full title according to what you will hear. Each title will be read twice.1. 2.3. 4.5. 6.（图片来源：以上图片均来自百度图片）T T a a s s k k22You will hear five sentences. When you hear the first time, repeat the sentences and pay attention to the stresses and tones. Then listen again and write them down. Check your answers when you listen for the third time.1.2.3.4.5.T T a a s s k k33You will hear 5 short extracts from company profiles. Some information on the following short passages is missing. When you listen to the conversations, please complete the sentences. The conversations will be spoken twice.1.One reason why Levi Strauss & Co. grew so rapidly was that they spent a lotof money on . Even in their early days, Levi Strauss & Co. ran a strong advertising for their products.2.GKS Services high-tech security alarms and exports its productsall over the world. It 150 people at its factory near Rotterdam although the company’s head office is in Amsterdam and has a staff of 20.3.OLYMPUS aims to offer people challenging and work in a pleasantenvironment. Employees dress on days when there is no customer contact and this helps to create a friendly atmosphere.4.Natura is a Brazilian cosmetics and toiletries company whichstarted as a small laboratory in a garage 45 years ago. Today, it is trying to go . It picked France as the first country outside Latin America to try out its ideas.5.Hongdou is the name of one of the most clothing brands in China.Their main products are suits, shirts, jackets, underwear and children’s clothes. In 1994, the government named Hongdou as one of China’s top ten famous brands and in 2004, the company won a award.Oral DiscussionBefore discussion, you are given the following advices. Professional Advices1.When describing a product to a potential customer, you need tohighlight the competitiveness of it from the following aspects: Advanced technologyIngenious design conception and principlesComprehensive functionsConvenient operationsSuperb materials and workmanshipSuperior qualityFavorable priceAttractive appearanceConsiderate after-sale servicesAccurate target market2.When introducing your company to a potential customer, you needto make the introduction from the following aspects:Name of companyLocation of company or headquartersDevelopment history of companyOrganizational structureMain business scopeFeatured products or competitive productsMain business partnersMain import and export marketsOffice environmentOperation and management mechanismNow, please complete the following tasks.T T a a s s k k11Work in pairs. Discuss what should be included in the detailed introduction to a specific Import and Export company?T T a a s s k k22Work in pairs. Discuss what should be included in your detailed introduction when you show a potential customer around the sample room of your company?T T a a s s k k33Discuss the following topic.If you are a sales representative of a specific Import and Export company, how should you introduce objectively and veritably your company and products to your customers and further make them have a good impression to your company?Intensive ListeningLearn the following by heart before listening.D D i i a a l l o o g g u u e e11..1.Mr. Smith is visiting Wang Kai’s company in Tianjin, China. Wang Kaiis introducing his company in details on site to Mr. Smith, hispotential customer. Watch the dialogue and decide whether the following statements are true or false.1.Wang Kai’s general manager will have a for mal interview with Mr. Smithstraight away. ( )2.Tianjin Giant Garments Import & Export Company is a state-controlledenterprise which is authorized by Tianjin Municipal People’s Government.( )3.The main business scope of Tianjin Giant Garments Import & ExportCompany is import and export of textiles. ( )4.The pie chart shows that natural colored cotton products are the secondlargest export products of the company. ( )5.Europe and North America are the biggest trading partners and traditionalexport markets of the company. ( )2.Watch the dialogue again and complete sentences according to thecontents in the dialogue.1. We are mainly specialized in the import and export of various and the business scope has been extended while the product structure has been further under innovation and development.2. You gain a variety of public bidding from and market every year.3. Every year we accept a large number of national and international orders from the regular customers. And all of these certificates are ourand .4. It shows, at present, among the exports, natural cotton and natural colored cotton products have reached , pure silk products account for , while down and leather products are .5. In recent years, has become an emerging market, with U.S.A. and Canada being major destinations.3.Make a memo about the company profile mentioned in the dialogue. Name of Company:Nature of Company:Main Business Scope:Honor of Company:Main Export Products:Main Trading Partners:D D i i a a l l o o g g u u e e22..Wang Kai is showing Mr. Smith around the sample room of Tianjin GiantGarments Import & Export Company. Choose the best answer to each of the following questions.1. What are displayed in the sample room of the company?A. samples exhibited at the Canton FairB. samples of the entire product lines of productsC. most representative products from each line2. Which ranges of garment does NOT Wang Kai’s company specialize in?A. pure silkB. down and leatherC. chiffon3. Where are the suppliers of the company’s cotton products from?A. southern XinjiangB. northern XinjiangC. northern China4. What is NOT the advantage of raw materials of the company’s cotton products?A. superior qualityB. numerous varietyC. favorable cost5. How does Wang Kai’s company build its own design team?A. engage world-class designers with higher salariesB. send potential young designers abroad to studyC. hold training and sharing sessions regula rlyOral presentationIn this part, please make oral presentations after reading the following tasks. You are given the functional sentences to help you.Functional Sentences1.ABC Company is one of the world's leading international cosmeticcompanies.2.We employ around 85,000 people in almost 80 countries worldwide.3.The goal of our company is to be a focused jewelry company that deliversvalue over volume.4.The company has a long history of over 2000 years.5.With its exquisite skill, unique style and complete varieties, the companyenjoys great popularity at home and abroad.6.At present Lorentz Company engages in import and export trade and servesas a professional manufacturer.7.Our products have won many domestic gold and silver medals.8.Our products are sold well to more than 40 domestic tourist cities in Chinaand over 60 foreign countries and regions.9.We sincerely welcome and promise guests from far and wide high-qualitygoods, comfortable environment and excellent after-sale service.10.F ounded in 1902 and incorporated in 1923, ADM is headquartered in Chicago,Illinois, and operates processing and manufacturing facilities across the United States and worldwide.11.O ur market share in Europe has increased by 8%, accounting for 20%12.T hrough our extensive global distribution facilities and capabilities, IBMmakes a significant contribution to the world's economy and quality of life.13.O ur goods are superior in quality compared to those of other manufacturers.14.B usiness hours usually start at 8:30 a.m. and finish at 5:30 p.m., Monday toFriday.15.T he tennis shirt is available in five different colors and four sizes.16.W e have a wide selection of jeans that will appeal to all ages.17.O ur products enjoy a high reputation in North American market.18.O ur hoodies are especially popular with young people.19.T he quality of our products has the edge on competition.20.C ompared with the various well-known brands from Europe and America,our products have the same high quality, but are much more price competitive, thanks to the low labor and raw material cost.T T a a s s k k11Retell the passage of Dialogue 1 with the words and useful sentences used in the dialogue.T T a a s s k k22Work in pairs. One of you plays the role of a sales representative in a trade company and the other plays the role of a potential customer. Make up a dialogue according to the following situation.Mr. Brown is very interested in ABC Company’s products wh ich were exhibited at the trade fair held three weeks ago. Today Mr. Brown comes to ABC Company to have an initial visit. Tom is a sales representative of ABC Company. He is introducing his company and products in details respectively to Mr. Brown. Background InputThe product life cycle concept consists of 4 stages: introduction, growth, maturity, obsolescence. It outlines the stages the product is first introduced into the market until it is finally removed from the market. The length of the life cycle, duration of each stage and the shape of the curve vary widely for different products. Not all products reach the final stage and some may continue to rise or even fall.Product Life Cycle CurveIntroduction⏹Critical Factor - Product Development and Design⏹Researching, developing and launching the product.⏹Product passes through a low volume introduction phase where unit profit margin is low andsales volume starts to rise.Growth⏹Critical factor - Advertising and Distribution⏹Sales increasing at a faster rate.⏹Volume and profit both starts to rise.Maturity⏹Critical Factor - Marketing Effectiveness⏹Unit profit margin at its highest but the rate of sales volume is slowing down. For example,there are now new competitors in the market.Obsolescence⏹Critical Factor - Cost Efficiency⏹Sales and profit began to fall.⏹Declining volume pushes costs up until all profits are eliminated.⏹This may be due to the need of disappearing or a better and cheaper product has beendeveloped in the market.To extend a life of the product, techniques include advertising, price reduction (attract new customers), adding value to the product (new features), explore new markets (selling your product overseas) and new packaging (freshen up old packaging).。
