懂你商务英语L5-U2

Level5-U2-1/11VocabularyCalculatingmarketshareA1.Marketshareisthepercentageofthemarket'stotalsalesearnedbyacompanyorproduct.2.Calculatingmarketshareallowsacompanytodetermineitspositioninthemarket.3.Herearesomebasicstepstocalculatemarketshare.4.Determineaperiod.5.Tocalculateacompany'smarketshare,youmustchooseaperiodtoexamine,suchasaquarterorayear.6.Forexample,acompanycancomparethefirstandsecondquartertoseehowquicklyitisgrowinginthemarket.7.Findoutthecompany'stotalsales.8.Next,calculatethecompany'stotalsalesrevenuewithinthatperiod.9.Multiply(v.乘;使相乘;大量增加;繁殖;增殖;多样地;多重地;多方面地)thetotalnumberofunitssoldbytheaveragesalespriceperunit.10.Ifacompanyonlysellsoneproduct,itssalesrevenueisthetotalsalesrevenueofthecompany.11.Ifacompanysellsmultipleproducts,addupthesalesrevenueforeachproduct.B1.Findoutthetotalmarketsales.2.Next,calculatethetotalsalesformarketthatthecompanyoperatesin.3.Salesinformationfrompubliclytradedcompaniesiseasytoobtainsincetheyarelegallyrequiredtoshareit.4.Itcanbefoundthroughcompanywebsites,shareholderreportsandtradeassociations.5.Dividethecompany'srevenuebytheindustry'stotal.6.Finally,todividethecompany'stotalsalesbytotalmarketsales.7.Theresultisthecompany'smarketshare.8.Comparingacompany'smarketsharewiththegrowthofthemarketshowswhetherithasincreasedordecreased.9.Ifacompany'srevenuehasgrownmoreslowlythanthemarket,itsmarketsharehasdeclined.练1.Itsmarketperformance.2.Tocalculatetotalsalesrevenue,multiplythetotalnumberofunitssoldandtheaveragesalespriceperunit.3.Byanalyzingacompany’smarketshar,youcanseehowwellitisperformingandcompareittoothercompanies.4.Beforecalculatingacompany’smarketshare,youmustdetermineaspecificperiodtoexamine.5.Thecompanycompareditsfirstandsecondquartertoseehowquicklyitwasgrowinginthemarket.6.Thecompanyhassteadily(稳定地；稳固地；逐步地)lostmarketshareoveraperiodofthreeyears.7.Aftercomparingbothquarters,theyhavedeterminedthattheircompany’smarketsharehasn’tbeengrowingquickly.8.Ifacompanysellsmultipleproducts,addupthesalesrevenueforeachproduct.9.Aftercalculatingacompany'stotalsales,youshoulddeterminethetotalsalesforthemarket.10.Tocalculateacompany’smarketshare,divideitstotalrevenuebythetotalmarketrevenue.11.Ifacompany'srevenuegrowsfasterthanthemarket,itsmarketshareincreases.12.Salesinformationfrompubliclytradedcompaniesiseasytoobtain,sincetheyarelegallyrequiredtoshareit.13.Whenwillthecompany'smarketsharedecline?14.Ifacompany'srevenuegrowsslowerthanthemarket,itsmarketsharedeclines.15.Whatcancompaniesanalysestoassessthemarketperformance?16.Todetermineacompany'smarketsharedivideitstotalsalesbyitsindustries,totalmarketsales.17.Byanalyzingacompany'smarketshare,youcanassessitsmarketperformance.18.Companiescanassesshowwelltheyareperforminginamarketbyanalyzingtheirmarketshare.19.Theyarerequiredtoshareit.20.Tocalculateacompany’smarketshare,divideitstotalrevenuebythetotalmarketrevenue.Level5-U2-1/11VocabularyThe4PsofmarketingA1.Themarketingmix(销售组合)isamodelthathelpsacompanymakemarketingdecisions.2.Itcanbeusedtoinfluenceconsumerstopurchaseacompany’sproducts.3.Itconsists(包含)offourfactors:Product,Price,Promotion,andPlace.4.Product.5.Productsaregoodsorservicesthatsatisfyconsumerneedsordesires.6.Acompanyshouldregularlyupdateitsproductstomeetchangingcustomerdemands.7.Understandingtheproductlifecyclecanhelpcompaniesprepareforandadapttothesechanges.8.Price.9.Priceimpacts撞击；碰撞；冲击；影响；效果supply,demand,marketingstrategiesandprofitmargins利润率(利润，盈余，边缘).10.Consumerdemandisonefactortoconsiderbeforecompaniesdecidethepriceofaproduct.11.Forexample,customersshopmorearoundcertainholidays,likeChristmas.12.SobyreducingtheirpricesduringtheChristmasseason,companiescanboostshort-termsales.B1.Promotion.2.Promotionallowsacompanytobuildbrandawarenessandinterestinitsproducts.3.Abusinesscanpromoteitselfthroughadvertising,marketing,andpublicrelations.4.Whenpromotingaproduct,acompanyshouldgiveconsumeraclearreasonforwhytheyshouldbuyit.5.Place.6.Placerelatestothechannels(渠道)thatacompanyusestosellitsproducts.7.Thesechannelsmayincludestores,websites,andmobileapps.8.Inaplacement摆放；放置；安置strategy,acompanyidentifiesthebestchannelstodistributeitsproducts.练：1.Insomecases,businessexecutives(执行)maymanipulate操作；使用；操纵；控制apricetomakeaproductseemmorelikealuxury(奢侈品).2.Companiesneedtocontinuallyimprovetheirproductstosatisfyconsumerpreferences(偏好).3.Ifcompaniescansuccessfullypromotetheirproducts,theywillhaveabetterchanceofstandingoutinthemarket.4.Companiesshouldadapttheirproductstokeepupwiththeconstantchangesinthemarket.5.Inordertosatisfytheneedsofconsumers,companiesstrive努力；奋斗；力求tocontinuallyimprovetheirproducts.Level5-U2-1/11VocabularymarketsharetermsA1.Totaladdressable可寻（编）址的marketorTAMisthetotalmarketdemandforaproductinayear.2.Itisusedtoindicatehowmuchpotentialabusinesshasinthemarket.3.BeforecalculatingTAM,acompanyshouldconsideritsabilitytoreachitstargetmarket.4.Targetmarket.5.Atargetmarketreferstoagroupofconsumersthataproductorserviceisaimedat.6.Thesecustomerscanbeidentifiedbyincomelevel,age,genderorlocation.7.Bydefiningatargetmarketcompaniescanmaketh