商务英语Lecture1-Introduction

1CambridgeInternationalBusinessEnglish2NewInsightsintoBusiness新视野商务英语（下）（英）GrahamTullisTonyaTrappe著外语教学与研究出版社31.CompanyStructuresDepartmentsintheco.,profileofaco.2.RecruitmentHumanresourcesmanagement,labourrelations,employmentskills3.RetailingConsumersurvey4.Franchising(licensing)Formsofbusiness5.InternationalBusinessStylemanagementstyleindifferentcountries6.BankingBankingitemsanddocuments,moneymattersinbusiness7.BusinessandEnvironmentroleofbusinessinenvironmentalaffairs8.TheStockMarketSharedealing,bonds,stocksContent49.Import/ExportFormsofInternationalTrade10.CompanyPerformanceannualreport11.SettingupaBusinessTypesofCompany12.CorporateAlliancesandAcquisitionsAlliances,merger,acquisitions(buyouts),takeover13.MarketingMarketresearchtechniques,productpromotion14.ProductandCorporateAdvertisingAdvertisingmedia,successfulandcontroversialads.15.TheBusinessMediaPress,NewsServicesContent5AReportonMarketing1INTRODUCTION1.1PurposeThiswillstatetheproblemandhowitwillbenefitthereader1.2BackgroundHereyou’lltell,forexample,history,salesrecords,marketsshare,localconsumerbehavior.1.3MethodofinvestigationListprimaryandsecondarysourceused.RefertothesurveyformintheAppendix,howitwasdistributed1.4ScopeThisreferstotheaspectoftheproductorcompanyyouwillbefocusingon.Youmayalsostatewhysomearea(s)werenotlookedat.FinalPaper--MarketingReport62FINDINGS2.1Targetmarketanalysis-market-coverage-targetmarket-buyingbehaviorofconsumersandhowthemarketermakesuseofthistomarkettheproduct.-Describehowtheproductispositionedformaximumcompetitiveadvantage.-Explainhowthemarketerattemptstoreducepost-purchasedissonanceamongitscustomers.72.2Marketingenvironment--Identifyanddiscusstherelevantenvironmentalfactorsthataffectthemarketingoftheproduct.Onlyhighlightimportantones--Explainhowthemarketeroftheproductovercomesthethreatorcapitalizesontheopportunitypresentedbyeachfactor.2.3Product2.3.1Productclassification2.3.2Describetheproductmixandexplaintherationalefordoingso.2.3.4Identifythestagethatyourproductbelongstointheproductlifecycle,andexplainhowthemarketermanagesitsproductlifecycle(introduction,growth,maturity,decline).82.4PromotionCommentontheeffectivenessofeachpromotiontoolforyourproduct,andsubstantiatewithyourownarguments.2.5PricingDescribehowtheproductispricedandwhatpricingstrategiesareusedforyourproduct.Comparewiththeclosecompetitors.2.6DistributionIdentifythechannelstrategyadoptedfortheproduct,anddescribetherelevantfactorwhichinfluencetheadoptionofsuchachannelstrategy.93CONCLUSIONProvideasummaryofthekeypointsinreport;highlightproblemsinorderofimportance.Donotintroducenewinformation.4RECOMMENDATIONSMakeafewrecommendationsonhowtheproductcanbemarketedmoreeffectively.e.g.4.1Howcanbrandequity品牌资本built4.2Suggestwaysthatpromotionaleffortsfortheproductcanbeimproved.Beimaginativebutrealistic.10BusinessEnglishcourseaimstogivestudentsanunderstandingofkeyareasofcontemporarybusinessandpreparethemtotheBEC(BusinessEnglishCertificate).BusinessEnglishintroducesbasicbusinesscontentsandlanguageskillsinabusiness-relatedsituation.Studentshavetobeinformedofbusinessknowledgeandgeneralforeignaffairs.Studentshavetodevelopthebusinessskillsin4aspects:speaking,listening,reading,andwriting.11BECTESTBEC2SAMPLEBEC2-sample.doc12ScopeofBusinessActivitiesCompanyorganization:CEO;stockholders;boardofdirectors;managerialstaff;laborstaffDaytodayoffice:telephonecalls;faxes;memos;meetings;agenda;presentations;businesscorrespondence商业信函brainstorming集体讨论performancereviews业绩评估BusinesstripClientreception:receivingandentertainingclients;accommodatingforeignclients;factorytours13Financialtopics:costing;budgets;auditing审计Marketingtopics:marketsurveyadvertising;promotion;developingthemarketSalestopics:productdemonstration;customserviceNegotiation:inquiryandoffer;counter-offer;counter-counter-offer;makingconcessions;bottomline;bargainer;acceptingandconfirming;order;paymentanddelivery;contract;claimandsettlementScopeofBusinessActivities14Internationaltopics:sourcing供货export/import;mergerEmploymentpractices:resume;interview;recruitingpersonnel;welfareContinuingeducation:training;seminar/workshop研讨会teambuildingScopeofBusinessActivities15Inquiry,offer(firmoffer),order,minute,shippingterms,quote,Eg.wehavedrawnonyouforthisinvoiceamountatsightthroughtheBankofNigeria,whohavebeeninstructedtohandoverdocumentsagainstpaymentofthedraft.1.你方6月3日来电要求我方报第33号毯子。我方确认已向你方电邮报下列商品实盘，9月20日前复到有效。2.获悉你地市场对苹果需求很大，兹附上第6868报价单供参考ChangeofWordMeaning16据说……Itwasestimatedthat...据传……Itwastoldthat...据报道……Itisreportedthat...据信……Itisbelievedthat...据认为……Itisacknowledgedthat...;Itisregardedthat...;Ithasbeensuggestedthat预期……Itisexpectedthat...必须承认……Itmustbeadmittedthat..不可否认……Itcannotbedeniedthat...有人会问……Itisaskedthat...人们注意到……Itisnoticedthat...UseofPassiveVoice17TypesofBusinessCommunicationInternalCommunicationExternalCommunication18ExternalCommunication191.What'sthenameofyourcompany?2.Whatlineofbusinessareyouin?3.Whatgoodsorservicesdoesyourcompanyprovide?4.Howmanyemployeesdoesyourcompanyhave?5.Whereareyourheadquarters?6.Whereareyourma