商務(wù)英語綜合教程第二冊unit 6 Products and Service

商務(wù)英語綜合教程第二冊unit6ProductsandServiceWarm-upActivitiesBackgroundInformationTextAnalysisExtendedActivitiesWritingContentWarm-upactivitiesLookatthefollowingpictures.Talkaboutthemwithyourpartners.I.Pairworks Whatdoyouthinkaboutthesepictures?Thinkabouttheirimpliedmeaningsandtalkwithyourpartner.II.GroupworkAlltheseabovepicturesarerelatedtoproductsandservices.Workinsmallgroups,discussingthedefinitionofthemandtheirrelation.III.Thinkaboutandthenmakealistproductsandservicesthatyouknow.

ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.DefinitionsProductsandCultureFacetsofproductsincludeitsform,taste,color,odor,andtexture;howitfunctionsinuse;thepackage;thelabel;thewarranty;manufacturer’sandretailer’sservicing;theconfidenceorprestigeenjoyedbythebrand;themanufacturer’sreputation;Theadoptionofsomeproductsbyconsumerscanbeaffectedasmuchbyhowtheproductconceptconformswithnorms,values,andbehaviorpatternsThus,manyfacetsofproductsareinfluencedbyculture,whichmarketsmustpayattentiontoAproductismorethanaphysicalitem:Itisabundleofsatisfactions(orutilities)thatthebuyerreceivesAnalyzingProductComponentsforAdaptation(1)corecomponent,(2)packagingcomponent,and(3)supportservicescomponentAproductismultidimensional,andthesumofallitsfeaturesdeterminesthebundleofsatisfactions(utilities)receivedbytheconsumerThemanydimensionsofproductscanbedividedintothreedistinctcomponents:Thesecomponentsincludeallaproduct’stangibleandintangibleelementsandprovidethebundleofutilitiesthemarketreceivesfromuseoftheproductThreelevelsofproductQualityStylingPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorserviceQualityIntenseglobalcompetitionisplacingnewemphasisonmanufacturingqualityproductsQuality,asacompetitivetool,isthedecidingfactorinworldmarketsQualitycanbedefinedontwodimensions:market-perceivedqualityandperformancequalityQualityisassociatedwithcustomersatisfactionQualityisalsomeasuredinmanyindustriesbyobjectivethirdpartiessuchasJDPowerandAssociatesCustomersatisfactionindexesdevelopedarenowbeingusedtomeasuresatisfactionacrossawidevarietyofconsumerproductsandservicesMarketingConsumerServicesGloballyintangibility,inseparability,heterogeneity,andperishabilityAdviceregardingadaptingproductsforinternationalconsumermarketsalsoappliestoadaptingservicesorintangibleproductsHowever,manyconsumerservicesaredistinguishedbyfouruniquecharacteristics:Thereareseveralservicesopportunitiesinglobalmarketsfromtravelandtourism,TV,movies,tofinancialservicesBrandsinInternationalMarketsGlobalbrandssuchasKodak,Sony,Coca-Cola,McDonald’s,Toyota,andMarlboroplayanimportantroleinthatprocessPerceivedbrand“globalness”leadstoincreasesinsalesAglobalbrandisdefinedastheworldwideuseofaname,term,sign,symbol(visualand/orauditory),design,orcombinationthereofintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitorsAsuccessfulbrandisthemostvaluableresourceofacompanyBrandimageisattheverycoreofbusinessidentityandstrategyProductsandServicesforBusinessesIndustrialproductssoldinbusiness-to-businessmarketsalsoconstitutealargepartofglobalmarketingTheinherentnatureofindustrialgoodsmakesmarketingmixstandardizationmorecommonForindustrialproductsthatarecustommade(specializedsteel,customizedmachinetools),adaptationtakesplacefordomesticaswellasforeignmarketsIndustrialproductsandservicesareusedintheprocessofcreatingothergoodsandservices;consumergoodsareintheirfinalformandareconsumedbyindividualsThemotivediffers:Industrialconsumersareseekingprofit,whereastheultimateconsumerisseekingsatisfactionAlthoughprevalentforindustrialgoods,protectionismcanbemuchmorepronouncedfortheserviceproviderBusinessServicesFormanyindustrialproductsafter-salesserviceisalsoimportantFormanyindustrialproducts,e.g.,cellphones,therevenuesfromassociatedservicesexceedtherevenuesfromtheproductsCustomertrainingisrapidlybecomingamajorafter-salesservicewhensellingtechnicalproductsincountriesthatdemandthelatesttechnologybutdonotalwayshavetrainedpersonnelAfter-salesservicesarecrucialinbuildingstrongcustomerloyaltyandarealsoalmostalwaysmoreprofitablethantheactualsaleofthemachineryorproductContinuumofGoodsandServicesProductandServiceClassificationsProductcanbeclassifiedas:ConsumerproductsconvenienceproductsshoppingproductsspecialtyproductsIndustrialproductsCapitalitems:installation,accessoryequipmentMaterialsandparts:rawmaterials,components:supplies

Agroupofproductsthatarecloselyrelatedbecausetheymay:

functioninasimilarmannerbesoldtothesamecustomergroups,bemarketedthroughthesametypesofoutletsfallwithingivenpriceranges

ProductLineLinestretching:addingproductsthatarehigherorlowerpricedthantheexistinglinedownward,upward,bothdirections(risk?)Stretchingalinetothelowerendofamarketmaydamageacompany’simageforquality.Conversely,companiesmakingcheapproductsmightnotconvincethemarketthatthecanalsomakequalityproducts.Linefilling:

addingmoreitemswithinthepresentpricerangeCompaniesmightfilltheirproductlinesinordertocompeteinnichespreviouslyoccupiedbycompetitors,orinordertousespareproductioncapacity.e.g.solar-powered,water-proof,MiniDiscWalkmanTextAnalysis1.Asfordangerousproducts,theyareparticularlyphysicalonesthatcauseinjuriestoconsumersorbystandersmaybesubjecttoproductliability.

對于有危險產(chǎn)品來說，它們可能是由于產(chǎn)品缺陷而對消費者甚至周圍的人造成傷害。injury1.N-VARAninjuryisdamagedonetoaperson'sorananimal'sbody.傷害;損害

例：Fourpoliceofficerssustainedseriousinjuriesintheexplosion.

四名警官在爆炸中受了重傷。braininjury[醫(yī)]腦損傷spinalcordinjury脊髓受傷，脊椎損傷personalinjury人身傷害seriousinjury重傷；嚴重損害headinjury頭部傷害TextAnalysisbystander1.N-COUNTAbystanderisapersonwhoispresentwhensomethinghappensandwhoseesitbutdoesnottakepartinit.旁觀者

例：Itlookslikeaninnocentbystanderwaskilledinsteadofyou.

看樣子一位無辜的旁觀者當了你的替死鬼。liabilityn.1.thestateofbeinglegallyobligedandresponsible責任2.anobligationtopaymoneytoanotherparty債務(wù)liabilitycompany有限公司limitedliability有限責任；有限債務(wù)責任limitedliabilitycompany股份有限公司civilliability民事責任TextAnalysis2.Searsusesthedepartmentsandproductgroupingswiththeintentionofhelpingcustomersbrowseproductsbyfunctionorbrandwithinatraditionaldepartment-storestructure.Sears利用專欄和產(chǎn)品類別幫助消費者通過功能或品牌來瀏覽產(chǎn)品，這是一種傳統(tǒng)專賣商店的模式。intention

1.N-VARAnintentionisanideaorplanofwhatyouaregoingtodo.意圖

例：Thecompanyhaseveryintentionofkeepingthesharepricehigh.

該公司有將自己的股票保持在高價的意圖。originalintention初衷；原始意圖

goodintention好心，良好的意圖

realintention真實意圖；真正目的

evilintention歹意；罪惡的動機

behavioralintention行為意向；行為意圖

TextAnalysis3.TheNIGPCodeisahierarchicalschemaconsistingofa3digitclass,5digitclass-item,7digitclass-item-groupandan11digitclass-item-group-detail. NIGP代碼表是一個分級結(jié)構(gòu)，是有3位數(shù)表示產(chǎn)品的級別，5位數(shù)表示產(chǎn)品分類類別，7位數(shù)表示產(chǎn)品詳細分類組別，11位數(shù)表示更為詳細的產(chǎn)品分類。Hierarchical classifiedaccordingtovariouscriteriaintosuccessivelevelsorlayers等級制度的

例：...thetraditionalhierarchicalsystemofmilitaryorganization. …軍事組織內(nèi)的傳統(tǒng)等級制度。hierarchicalstructure分級結(jié)構(gòu)，層級結(jié)構(gòu)hierarchicalclustering分級群聚hierarchicalmodel分層模型；層級模型hierarchicalcontrol分級控制；階層控制TextAnalysisschema

['ski:m?]

n.anoutlineofaplanortheory圖解,計劃,模式,綱要

例：...adefinitepositionintheschemaoftheeconomicprocess. ...在經(jīng)濟進程概要中的明確位置。schematheory圖式理論databaseschema數(shù)據(jù)庫模式；數(shù)據(jù)庫架構(gòu)conceptualschema概率模式；概念框圖TextAnalysisdigit

n.

oneofthewrittensignsthatrepresentthenumbers0to9數(shù)字,位數(shù),指頭

例：Hertelephonenumberdiffersfromminebyonedigit.

她的電話號碼跟我的差一個數(shù)字。twodigit二位的binarydigit二進制數(shù)字，二進制位checkdigit[計]校驗數(shù)位digitspan數(shù)字廣度decimaldigit十進制數(shù)字（位）Exercise:

I.Answerthefollowingquestionsaccordingtothetext:Whatisthemainideaofthetext?Whatdoyouknowaboutthehistoryofproduct?Whatistheproductindifferenttrades?Pleaselist3examples.Thedefinition,thehistoryandtheclassificationofproduct.Since1575,theword"product"hasreferredtoanythingproduced.Since1695,thewordhasreferredto"thingorthingsproduced".TheeconomicorcommercialmeaningofproductwasfirstusedbypoliticaleconomistAdamSmith.1Inmarketing,aproductisanythingthatcanbeofferedtoamarketthatmightsatisfyawantorneed.2Inretailing,productsarecalledmerchandise.3Inmanufacturing,productsarepurchasedasrawmaterialsandsoldasfinishedgoods.Ingeneral,whatmayproductreferto?Whatistangibleproductandintangibleproduct？Whatisthemeaningofaproductline?Ingeneral,productmayrefertoasingleitemorunit,agroupofequivalentproducts,agroupingofgoodsorservices,oranindustrialclassificationforthegoodsorservices.Atangibleproductisanyphysicalproductthatcanbetouchedlikeacomputer,automobile,etc.Anintangibleproductisanon-physicalproductlikeaninsurancepolicy.Aproductlinemeans"agroupofproductsthatarecloselyrelated,eitherbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges."Variousclassificationsystemsforproductshavebeendevelopedforwhatpurposes?WhatarethefivevariablestheAspinwallClassificationSystemclassifiesandratesproductsbasedon?WhatistheNIGPCode?Whatisidentifiedbyaserialnumber?Economicstatisticalpurposes.Replacementrate,Grossmargin,Buyergoaladjustment,Durationofproductsatisfaction,Durationofbuyersearchbehavior.TheNIGPCodeisahierarchicalschemaconsistingofa3digitclass,5digitclass-item,7digitclass-item-groupandan11digitclass-item-group-detail.Aspecificunitofaproductisusuallyidentifiedbyaserialnumber.WordPractice

Fillintheblankswithappropriatewordsfromthetext.Theinitialletterofeachwordhasbeensuppliedforyou.(1)Thefilmwasahugec

success.(2)Peoplewhoworkinr

areoftenbadlypaid.(3)AkidlikeTomwouldbeal

inanyclassroom.(4)Thebarwasf

byactorsfromthenearbytheatre.(5)Taketheappleandd

mercial 2.retailing 3.liability 4.frequented 5.divide(6)Theywentintotownwiththei

ofvisitingthelibrary.(7)Thedocumentwasc

bythefatlady.(8)IagreedtotryandI

thebody.(9)ZhangLiangisatopmalem

inChina.(10)USforceshavemadeas

piled8.identify9.model 10.strategicFillintheblankswiththeappropriatewordsorphrasesgiveninthebox.Changetheformswherenecessary. aswellas,bebasedon,referto,asfor,besubjectto,accordingto,popularwith,compilesth.from/forsth.,contributeto,beclassifiedinto

Thesenoteswere

lectures.Nickcanstay,but

you,youcangetoutofmysight.Allourproducts

piledfrom 2.asfor3.aresubjecttoThevolunteers

hugeamountsoftheirtime

theproject.Iwellmadegreatsuccess

you.Shehad

herbooks

differentareas.Weagreedneverto

thematteragain.Videogamesarevery

children.Thefilmis

anovelbySinclairLewis.Wearepaid

howmuchworkwedo.4.contribute 5.aswellas 6.classified 7.referto 8.popularwith 9.basedon 10.accordingtoTranslation

TranslatethefollowingsentencesintoEnglish.是整批買還是零買？他去圖書館是想找一本關(guān)于槍械的書。你們送貨還是我必須到店里去取貨呢？永遠不要把意見混同于事實。他已明確表示自己沒有向她求婚的意圖。Doyoubuywholesaleorretail?Hewenttothelibrarywiththepurposeoffindingabookaboutguns.Willyoudeliver,ordoIhavetocometotheshoptocollectthegoods?Neveridentifyopinionswithfacts.Hehadmadeitclearthathehadnointentionstowardher.WritingAcknowledgementAboutAcknowledgement Writinganacknowledgementletterisanimportantpartofthejobforasecretaryorabusinessman.Here'sanarticleaboutacknowledgementletterformatfollowedbyasampleacknowledgementlettertemplate. Whatisanacknowledgementletterandwhydopeoplehavetowriteit?Mostpeopledonotappreciatetheimportanceofaletterofacknowledgement.Soletmestartthisarticlebystatingtheimportanceofwritinganacknowledgementletter.WhatisaLetterofAcknowledgement? Anacknowledgementletterisaformalletterforbusinesscommunication.Itissentbyonepersontoanotheracknowledgingandthankinganotherpersonforputtingintime,effort,moneyortrust.Apartfromthis,anacknowledgementlettercanalsobeusedtoacknowledgeanyreceiptofcashorgoodsorservicesowedtoyou.Itisbasicallyatoolaimedatmaintaininggoodrelationswiththepeopleyoudealwith.Sendinganacknowledgementlettershowsthatyoureallyvaluetheassociationwithapersonyouaresendingthelettertoandwouldliketomaintainalongtermbusinessrelationshipwiththem.Whydopeoplehavetowriteacknowledgement? Thethingwithacknowledgementlettersisthattheycanbesentforvariousreasons.Henceitisveryhardtocreateasampleacknowledgementletterforallpurposes,asthecontentwillvarybasedonwhatyouwishtoacknowledge.Acknowledgementlettersaremainlysentforthefollowingreasons.Soyoucanchangeyourcontentbasedonthesituation.LetterforacknowledgingajobappointmentLetterforacknowledgingdeliveryofgoodsorservicesLetterforacknowledgingapaymentLetterforacknowledgingareceiptofacomplaintbyacustomerLetterforacknowledgingasocialserviceLetterforacknowledgingacollegeadmissionLetterforacknowledgingarequestforaquotation Mainaimofanacknowledgementletteristoshowgratitudetoitsreaderforsomethings/hehaddoneforyouinoffice.Itcouldbesimplyexpressingyourthankfulnesswithrespecttosomehelpthathadbeenrenderedbyitsreaderorwithregardstosomethingyouhadreceivedfromthereader.Althoughacknowledgelettersarenotmandatoryinabusinesssetting,theyareappreciated.Sohowdoyouwritealetterofacknowledgement?Well,aletterofacknowledgeisaformalletterandhencelikeanybusinesswritingitshouldbekeptshortandtothepoint.Sinceitisabusinessletter,itisagoodideatosendaletterofacknowledgementontheletterheadofthecompany.Oneshouldnotrambleabouthowmuchtheassociationmatterstothem.Itislikeasmall'thankyou'.Herearethebasiccontentsinanacknowledgementlettertemplate.(1)DateandAddressoftheAddressee(2)Alinetospecifythesubjectoftheletter(3)Content:Firstparagraphshouldbethatyouhavereceivedwhateveritwasthattheyhavesentyouingoodcondition.Secondparagraphshouldsaythatyouvalueyourassociationwiththatcompanyandwouldliketodealwiththeminthefuture(4)'ThankingYou/YoursSincerely'andyournameThesewerethecontentsofanacknowledgementletter.Anacknowledgementlettershouldalwaysbesincereandpolite.Afterall,youdoappreciatetheworkorinterestshownbyanotherpersonandyousincerelywishthatyoumaintainagoodrelationship.Hence,itisalwaysgoodtobecourteous.Anotherqualitywhichisappreciatedbythepersonyouaresendinganacknowledgementlettertoistimeliness.Alwaystrysendingaletterwithintwodaysoftheactionpromptingyoutowritesuchaletter.Apromptresponseiswellappreciated,whilealateresponseisasgoodasnoresponse.TipsforWritingThankyoulettersHerearesometipsyoucanfollowwhilewritingabusinessthankyouletterEnsurethatitisappropriate–thehardestpartaboutathankyouletteristoensurewhetherornotitisappropriatetowriteathankyouletter.Itisbettertowriteasimplethankyouletterthanseemungrateful,butmakesureitisforanotableeventandnotsomethingthatispartoftheroutine.Beprompt–thankyouletterslosetheirvalueiftheyarenotsentorwrittenontime.Athankyoulettersentamonthaftertheeventisratherpointless.Jogtherecipient’smemory–thepersonwhomyouwishtothankmaynotrememberyouortheoccasion.Includeinyourlettertheoccasionforwhichyouarethankfulandthesit