商务英语口试必备手册 市场营销 Marketing Product Development 产品开发

2018-12-19 08:53:53   Tag:

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商务英语口试必备手册 市场营销 Marketing Product Development 产品开发

Product life cycle 产品生命周期

Marketing research 市场调研

Ongoing 不间断的,继续存在的

Idea 创意

Screening 创意筛选

Product concept 产品概念

Product image 产品形象

Business analysis 商业分析

Test marketing 市场试销,市场测试

Commercialization 商品化

Proactive 预先性的

Reactive 反射性的

Breakthrough (知识领域或技术方面等的)突破,重大进展(或发现)

Sales quota 销售定额

Niche market 专门市场,有利可图的市场,缝隙市场

Launch a product into market 将产品投放市场

Market share 市场份额

Product line extension 产品线的延伸

Market penetration 市场渗透

Product diversification 产品多样化

Razor 剃须刀

Market orientation 市场导向

Modify 更改,修改;改变

Disrupt 破坏

Premium 赠品,优惠,过高价值

Trading stamps 交易印花(顾客在特定的商店购物时可得到印花,然后持印花兑换商品)


 

Marketing Research市场调研

Marketing research is the systematic gathering, recording, and analyzing of information for guiding marketing decisions.

市场调研是为指导营销决策而进行的调研,通过系统地收集、记录和分析信息进行调研。

 Firms conducted research in response to problems, such as decreasing profits, failure to reach sales quotas, or customers lost to a competitor.

以往,公司进行调研是在出现了一些问题之后,如利润下降,销售定额无法完成或是顾客流向竞争对手。

 But today many firms realize that research should be ongoing.

但今天许多公司已经意识到市场调研是不能间断的。

Successful firms, regardless of size, continually talk to customers and study the market.

成功的公司,无论大小,总是不断地和顾客沟通并研究市场。

Marketing research can be proactive to prevent “ breakdowns” or reactive to respond to a problem and try to fix it.

公司的市场调研可为预先性的,即为避免导致公司出现严重问题而预先采取的措施,也可为反射性的,也可为反应性的,即公司出现问题后,为试图解决问题而采取的应变措施。

 Unfortunately marketing research conducted after serious problems emerge may be too late.

不幸的是,在严重的问题出现后所进行的市场调研恐怕已为时太晚。

Forward-looking companies take a proactive stand to help keep ahead of the competition.

有先见之明的公司总是预先采取措施以保持走在竞争的前头。

Marketing research is an essential first step in all product development.

市场调研是所有产品开发的必要的第一步。

There is little point in developing a new product unless you can sell it.

如果新产品销售不出去,则新产品开发是毫无意义的。

The marketing research process consists of six steps: defining the problems, creating a research design, collecting data, analyzing data, interpreting the research information, and drawing a conclusion.

市场调研过程由六个步骤组成:确定问题、设计调研计划、收集数据、分析数据、阐明调研信息和得出结论。

 

PART ONE: Interview

(1)  Do you think product development important for a company?(Why?/Why not?)

你认为产品开发对企业来说重要吗?(为什么?)

Yes. Because new products are the lifeblood of any business, if the company is to survive, it must develop new products.

 

(2)  Do all new products involve major technological breakthroughs?(Why?/Why not?)

是不是所有的新产品都必须有技术上的突破?(为什么?)

No, only some new products involve major technological breakthroughs, many new products are simply product line extensions.

 

(3)  What do you think affect a company’s product development strategy?

你认为哪些因素影响公司的产品开发策略?

I think this may include the company’s existing product mix and the current market positon of its products.

 

(4)  What strategies can a company use to develop products?

公司开发产品可以使用哪些策略?

A company can have four strategies to develop products, namely, market penetration, market development, product development, and product diversification.

 

PART TWO: Mini-presentation

What is important when…?

Developing new products         开发新产品时应注意哪些要点?

l  Market research              市场调查

l  Screening                    (创意)筛选

 

In developing new products, I think market research is very important. By carrying out market research, a company can get such information as whether there exists a niche market for a new product, and what are customers’ needs and tastes for new product, therefore the new product will sell well when it is launched into market.

Next, I think screening is also important, because it separates ideas with potential from those that cannot meet company objectives. Poor screening may lead to product failure.

Finally, I think pricing is also important. A product’s price is a very important factor in determining whether customers will buy it or not. The new product’s price must be reasonable and competitive.

PART THREE: Discussion

Keeping Market Share

Your company is losing its share in razor market recently. You have been asked to look into this situation. Discuss the situation together, and decide:

l  what are the reasons behind your company’s losing market share

l  what measures can be taken to improve the situation

保持市场份额

最近你们公司的剃须刀市场份额在减少。公司请你们负责调查这种情况。讨论并决定:

l  公司剃须刀市场份额减少的原因有哪些

l  应该采取什么措施来提高剃须刀的市场份额

 

A Our company is losing the market share in razor products recently. We carried out a market survey last week and these are the results of the survey. Let’s look at them and decide what are the reasons why we are losing the razor market share.

B: All right. From the survey, I can see that 20% of customers think that they do not have a big choice for our products, so our product range is not wide enough.

A: Yes, I agree. Another problem is that our products are not so easy to handle, you see, 10% of our customers think so.

B: And last month, a new competitor entered the market. In a very short period, it has captured 8% of market share.

A: No wonder our market share is falling.

B: Now, let’s look at what measures we should take in order to improve the situation. It seems that we must widen our present product range to maintain our market position.

A: That’s true. We must increase our product variety. But it’s not enough, we still must modify our products to improve customer satisfaction. What else can we do?

B: We can develop a completely new product. You see, the competition is very fierce, in order to stay competitive, we have to develop new products.

A: You’re right. We must do so, although developing new products is risky and costly.

B: Should we cut the price of our products?

A: I don’t think this measure will do. Cutting price will affect our product image. But we can use trading stamps, premiums, free samples, etc. to increase sales.

A: Yeah, sales promotion will be very useful to keep the market share of razor.

Follow-up questions

(1)    Do you think it necessary to set up a new product committee in developing new products?(Why?/Why not?)

你认为有必要成立新产品开发委员会来开发新产品吗?(为什么?)

Yes, it’s quite necessary to set up a new product committee, because successful products development requires an effective organizational structure to stimulate and coordinate new product development.

 

(2)    Do you think it important to find new markets for existing products? (Why?/Why not?)

你认为现存的产品寻找新的市场很重要吗?(为什么?)

Yes, because one of the product development strategies is market development, it concentrates on finding new markets for existing products.

 

(3)    Do you know why many new products fail?

你知道为什么许多新产品未能成功开发吗?

I think new products fail for a number of reasons, such as inadequate market assessment, lack of a market orientation, poor screening and project evaluation, product defects, and inadequate launch efforts.

 

(4)    What do you think are the sources of ideas for new product development?

你认为新产品开发创意的来源是什么?

There are many source, like the sales force, customer feedback, employees, research and development specialists, suppliers, retailers, and independent inventors, etc.

 

(5)    What do you think are the problems for test marketing?

你觉得市场测试存在哪些问题?

It’s expensive, and competitors may disrupt the findings by reducing the prices of their products in the area. Also it communicates company plans to competitors prior to its introduction.


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