中职商务英语阅读高教版书面阅读Word文档格式.docx
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中职商务英语阅读高教版书面阅读Word文档格式.docx
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ChapterTwoMarketResearch
Marketresearchistheprocessofsystematicallygathering,recordingandanalyzingdataandinformationaboutcustomers,competitorsandthemarket.Itsusesincludetohelpcreateabusinessplan,launchanewproductorservice,finetuneexistingproductsandservices,andexpandintonewmarkets.Marketresearchcanbeusedtodeterminewhichportionofthepopulationwillpurchaseaproduct/service,basedonvariableslikeage,gender,locationandincomelevel.
ChapterThreeProductLifeCycle
Productlifecyclemanagement(PLM)istheprocessofmanagingtheentirelifecycleofaproductfromitsconception,throughdesignandmanufacture,toserviceanddisposal.[1]PLMintegratespeople,data,processesandbusinesssystemsandprovidesaproductinformationbackboneforcompaniesandtheirextendedenterprise
ProductLifecycleManagement(PLM)ismoretodowithmanagingdescriptionsandpropertiesofaproductthroughitsdevelopmentandusefullife,mainlyfromabusiness/engineeringpointofview;
whereasProductlifecyclemanagement(PLCM)istodowiththelifeofaproductinthemarketwithrespecttobusiness/commercialcostsandsalesmeasures.
ChapterFourElectronicCommerce
Electroniccommerce,commonlyknownase-commerceoreCommerce,consistsofthebuyingandsellingofproductsorservicesoverelectronicsystemssuchastheInternetandothercomputernetworks.TheamountoftradeconductedelectronicallyhasgrownextraordinarilysincethespreadoftheInternet.Awidevarietyofcommerceisconductedinthisway,spurringanddrawingoninnovationsinelectronicfundstransfer,supplychainmanagement,Internetmarketing,onlinetransactionprocessing,electronicdatainterchange(EDI),inventorymanagementsystems,andautomateddatacollectionsystems.ModernelectroniccommercetypicallyusestheWorldWideWebatleastatsomepointinthetransaction'
slifecycle,althoughitcanencompassawiderrangeoftechnologiessuchase-mailaswell.
ChapterFiveInternationalTradeI
Eyecontact
IntheUS,UKandmuchofnorthernEurope,strong,directeyecontactconveysconfidenceandsincerity.InSouthAmericaitisasignoftrustworthiness.However,insomeculturessuchastheJapanese,prolongedeyecontactisconsideredrudeandisgenerallyavoided.
Personalspaceandtouch
InEuropeandNorthAmerica,businesspeoplewillusuallyleaveacertainamountofdistancebetweenthemselveswheninteracting.Touchingonlytakesplacebetweenfriends.
InSouthAmericaortheMiddleEast,businesspeoplearetactileandliketogetupclose.
InJapanorChina,itisnotuncommonforpeopletoleaveagapoffourfeetwhenconversing.Touchingonlytakesplacebetweenclosefriendsandfamilymembers.
Time
Westernsocietiesareveryclockconscious..Timeismoneyandpunctualityiscrucial.ThisisalsothecaseincountriessuchasJapanorChinawherebeinglatewouldbetakenasaninsult.
However,inSouthAmerica,southernEuropeandtheMiddleEast,beingontimeforameetingdoesnotcarrythesamesenseofurgency.
Meetingandgreeting
Mostinternationalbusinesspeoplemeetwithahandshake.
Insomecountries,thisisnotappropriatebetweengenders.Somemayviewaweakhandshakeassignofweaknesswhereasotherswouldperceiveafirmhandshakeasaggressive.
Howshouldpeoplebeaddressed?
Isitbyfirstname,surnameortitle?
Issmalltalkpartoftheproceedingsornot?
Giftgiving
InJapanandChinagift-givingisanintegralpartofbusinessprotocol.HoweverintheUSorUK,ithasnegativeconnotations.
Wheregiftsareexchanged,shouldonegivelavishgifts?
Aretheyalwaysreciprocated?
Shouldtheybewrapped?
Aretherenumbersorcoloursthatshouldbeavoided?
Alltheaboveinonewayoranotherwillimpactcrossculturalnegotiationandcanonlybelearntthroughcrossculturaltraining.Doingorsayingthewrongthingatthewrongtime,poorcommunicationandcrossculturalmisunderstandingscanallhaveharmfulconsequences.
Crossculturalnegotiationtrainingbuildsitsfoundationsuponunderstandingetiquettesandapproachestobusinessabroadbeforefocusingoncrossculturaldifferencesinnegotiationstylesandtechniques.
ChapterSixInternationalTradeII
TheChinesemainlandregisteredatradedeficitof77.56billionU.S.dollarswithTaiwanlastyear,accordingtotheMinistryofCommerce(MOC)onFriday.
TradevolumebetweenthemainlandandTaiwanreached124.48billionU.S.dollars,up15.4percentyearonyear,MOCstatisticsshow.
In2007,themainland'
sexportstoTaiwanreached23.46billionU.S.dollarsandimportsfromtheislandreached101.02billionU.S.dollars,up13.1percentand16percentrespectively.
Duringthesameperiod,themainlandapproved3,299projectswithTaiwaninvestmentandtheactualuseofTaiwaninvestmentreached1.77billionU.S.dollars,down12.1percentand20.4percentrespectivelyyearonyear.
Bytheendof2007,directinvestmentfromTaiwaninthemainland,totaled45.76billionU.S.dollarssincefiguresfirstbeganin1988withtheopeningupoftradebetweenthemainlandandTaiwan.TheactualuseofTaiwan'
sdirectinvestmentinthemainlandaccountedforsixpercentofallactuallyuseddirectinvestmentfromoutsidetheChinesemainland.
Taiwanisthemainland'
sseventhlargesttradepartner,ninthlargestexportmarketandfifthlargestimportmarket.
ChapterSevenTypesofBusiness
Whilebuyingafranchiseaffordsnumerousadvantagesoveropeningasolobusiness,thebenefitstofranchisorsareevengreater.Somethingstoexpectarelessenedriskwhenexpandingyourbusiness.Thisis
becauseyouhavenocapitalinvestedinyourfranchisee'
sunits.Youalsohave
increasedgrowth,strongerbrandbuilding,andlimitedcontingentliabilitybecauseasafranchisoryouarenotsigningleasesortakingoutfinancing.Inaddition,youhavelessliabilityfortheactionsoffranchisees'
employeesandeventsthattakeplaceinfranchisees'
units.
Franchiseesoftencontributetoanadvertisingfund,whichisusedtopromotethecompanyatthefranchisor'
sdiscretion.Keepinmindthatyouwillhavetoholduptopromisesyoumaketofranchiseesaboutadvertising.Becausefranchiseesarevestedinthesuccessoftheirbusiness,youcanexpectbetterperformanceandstructure,aswellascountonlong-termmanagementinsteadofhighturnoverofnon-ownermanagers.
Inadditiontotheadvantages,therearelegalobligationsnowrequiredofyou.FranchisorsarerequiredbytheFederalTradeCommission(FTC)topresentmaterialinformationabouttheircompanytopotentialfranchisees.Thisinformationincludesyourcompany'
sandallofitsofficers'
litigationhistories,financialinformation,andanythingmaterialaboutthecompany.
Franchisorsneedtotrainfranchiseeshowtooperatethebusinessandprovideverydetailedoperatingmanuals.Franchisorsgenerallyprovidesomekindofsupportaswell,fromongoingtrainingtoadministrativeandtechnicalsupport.Franchiseesrelyonthefranchisorforguidancebasedonthefranchisor'
sprovensystem.Franchisingisamutuallysatisfyingandlucrativearrangementifbothpartiesmeettheirobligations.
ChapterEightTechnology
TheInternetcanbeawonderfulresourceforkids.Theycanuseittoresearchschoolreports,communicatewithteachersandotherkids,andplayinteractivegames.Kidswhoare
oldenoughtopunchinafewlettersonthekeyboardcanliterallyaccesstheworld.
Butthataccesscanalsoposehazards.Forexample,an8-year-oldmightdoanonline
searchfor"
Lego."
Butwithjustonemissedkeystroke,theword"
Legs"
isenteredinstead,andthechildmaybedirectedtoaslewofwebsiteswithafocusonlegs—someofwhichmaycontainpornographicmaterial.
That'
swhyit'
simportanttobeawareofwhatyourkidsseeandhearontheInternet,whotheymeet,andwhattheyshareaboutthemselvesonline.
Justlikeanysafetyissue,it'
swisetotalkwithyourkidsaboutyourconcerns,takeadvantageofresourcestoprotectthem,andkeepacloseeyeontheiractivities.
ChapterNinePricing
Awellchosenpriceshoulddothreethings:
∙achievethefinancialgoalsofthecompany(e.g.,profitability)
∙fittherealitiesofthemarketplace(Willcustomersbuyatthatprice?
)
∙supportaproduct'
spositioningandbeconsistentwiththeothervariablesinthemarketingmix
opriceisinfluencedbythetypeofdistributionchannelused,thetypeofpromotionsused,andthequalityoftheproduct
▪pricewillusuallyneedtoberelativelyhighifmanufacturingisexpensive,distributionisexclusive,andtheproductissupportedbyextensiveadvertisingandpromotionalcampaigns
▪alowpricecanbeaviablesubstituteforproductquality,effectivepromotions,oranenergeticsellingeffortbydistributors
Fromthemarketer’spointofview,anefficientpriceisapricethatisveryclosetothemaximumthatcustomersarepreparedtopay.Ineconomicterms,itisapricethatshiftsmostoftheconsumersurplustotheproducer.Agoodp
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