商务英语综合教程第二册unit-6-Products-and-Service.pptx

商务英语综合教程第二册unit-6-Products-and-Service.pptx

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unit6ProductsandService,Content,Warm-upactivities,Lookatthefollowingpictures.Talkaboutthemwithyourpartners.I.PairworksWhatdoyouthinkaboutthesepictures?

Thinkabouttheirimpliedmeaningsandtalkwithyourpartner.II.GroupworkAlltheseabovepicturesarerelatedtoproductsandservices.Workinsmallgroups,discussingthedefinitionofthemandtheirrelation.III.Thinkaboutandthenmakealistproductsandservicesthatyouknow.,ProductAnythingofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.,Definitions,ProductsandCulture,Facetsofproductsincludeitsform,taste,color,odor,andtexture;howitfunctionsinuse;thepackage;thelabel;thewarranty;manufacturersandretailersservicing;theconfidenceorprestigeenjoyedbythebrand;themanufacturersreputation;Theadoptionofsomeproductsbyconsumerscanbeaffectedasmuchbyhowtheproductconceptconformswithnorms,values,andbehaviorpatternsThus,manyfacetsofproductsareinfluencedbyculture,whichmarketsmustpayattentionto,Aproductismorethanaphysicalitem:

Itisabundleofsatisfactions（orutilities）thatthebuyerreceives,AnalyzingProductComponentsforAdaptation,

（1）corecomponent,

（2）packagingcomponent,and（3）supportservicescomponent,Aproductismultidimensional,andthesumofallitsfeaturesdeterminesthebundleofsatisfactions（utilities）receivedbytheconsumer,Themanydimensionsofproductscanbedividedintothreedistinctcomponents:

Thesecomponentsincludeallaproductstangibleandintangibleelementsandprovidethebundleofutilitiesthemarketreceivesfromuseoftheproduct,Threelevelsofproduct,Quality,IntenseglobalcompetitionisplacingnewemphasisonmanufacturingqualityproductsQuality,asacompetitivetool,isthedecidingfactorinworldmarkets,Qualitycanbedefinedontwodimensions:

market-perceivedqualityandperformancequality,QualityisassociatedwithcustomersatisfactionQualityisalsomeasuredinmanyindustriesbyobjectivethirdpartiessuchasJDPowerandAssociatesCustomersatisfactionindexesdevelopedarenowbeingusedtomeasuresatisfactionacrossawidevarietyofconsumerproductsandservices,MarketingConsumerServicesGlobally,intangibility,inseparability,heterogeneity,andperishability,AdviceregardingadaptingproductsforinternationalconsumermarketsalsoappliestoadaptingservicesorintangibleproductsHowever,manyconsumerservicesaredistinguishedbyfouruniquecharacteristics:

Thereareseveralservicesopportunitiesinglobalmarketsfromtravelandtourism,TV,movies,tofinancialservices,BrandsinInternationalMarkets,GlobalbrandssuchasKodak,Sony,Coca-Cola,McDonalds,Toyota,andMarlboroplayanimportantroleinthatprocessPerceivedbrand“globalness”leadstoincreasesinsales,Aglobalbrandisdefinedastheworldwideuseofaname,term,sign,symbol（visualand/orauditory）,design,orcombinationthereofintendedtoidentifygoodsorservicesofonesellerandtodifferentiatethemfromthoseofcompetitorsAsuccessfulbrandisthemostvaluableresourceofacompanyBrandimageisattheverycoreofbusinessidentityandstrategy,ProductsandServicesforBusinesses,Industrialproductssoldinbusiness-to-businessmarketsalsoconstitutealargepartofglobalmarketingTheinherentnatureofindustrialgoodsmakesmarketingmixstandardizationmorecommonForindustrialproductsthatarecustommade（specializedsteel,customizedmachinetools）,adaptationtakesplacefordomesticaswellasforeignmarketsIndustrialproductsandservicesareusedintheprocessofcreatingothergoodsandservices;consumergoodsareintheirfinalformandareconsumedbyindividualsThemotivediffers:

Industrialconsumersareseekingprofit,whereastheultimateconsumerisseekingsatisfactionAlthoughprevalentforindustrialgoods,protectionismcanbemuchmorepronouncedfortheserviceprovider,BusinessServices,Formanyindustrialproductsafter-salesserviceisalsoimportant,Formanyindustrialproducts,e.g.,cellphones,therevenuesfromassociatedservicesexceedtherevenuesfromtheproducts,Customertrainingisrapidlybecomingamajorafter-salesservicewhensellingtechnicalproductsincountriesthatdemandthelatesttechnologybutdonotalwayshavetrainedpersonnel,After-salesservicesarecrucialinbuildingstrongcustomerloyaltyandarealsoalmostalwaysmoreprofitablethantheactualsaleofthemachineryorproduct,ContinuumofGoodsandServices,ProductandServiceClassifications,Productcanbeclassifiedas:

ConsumerproductsconvenienceproductsshoppingproductsspecialtyproductsIndustrialproductsCapitalitems:

installation,accessoryequipmentMaterialsandparts:

rawmaterials,components:

supplies,Agroupofproductsthatarecloselyrelatedbecausetheymay:

functioninasimilarmannerbesoldtothesamecustomergroups,bemarketedthroughthesametypesofoutletsfallwithingivenpriceranges,ProductLine,Linestretching:

addingproductsthatarehigherorlowerpricedthantheexistinglinedownward,upward,bothdirections（risk?

）Stretchingalinetothelowerendofamarketmaydamageacompanysimageforquality.Conversely,companiesmakingcheapproductsmightnotconvincethemarketthatthecanalsomakequalityproducts.,Linefilling:

addingmoreitemswithinthepresentpricerangeCompaniesmightfilltheirproductlinesinordertocompeteinnichespreviouslyoccupiedbycompetitors,orinordertousespareproductioncapacity.e.g.solar-powered,water-proof,MiniDiscWalkman,TextAnalysis,1.Asfordangerousproducts,theyareparticularlyphysicalonesthatcauseinjuriestoconsumersorbystandersmaybesubjecttoproductliability.对于有危险产品来说，它们可能是由于产品缺陷而对消费者甚至周围的人造成伤害。

injury1.N-VARAninjuryisdamagedonetoapersonsorananimalsbody.伤害;损害例：

Fourpoliceofficerssustainedseriousinjuriesintheexplosion.四名警官在爆炸中受了重伤。

braininjury医脑损伤spinalcordinjury脊髓受伤，脊椎损伤personalinjury人身伤害seriousinjury重伤；严重损害headinjury头部伤害,TextAnalysis,bystander1.N-COUNTAbystanderisapersonwhoispresentwhensomethinghappensandwhoseesitbutdoesnottakepartinit.旁观者例：

Itlookslikeaninnocentbystanderwaskilledinsteadofyou.看样子一位无辜的旁观者当了你的替死鬼。

liabilityn.1.thestateofbeinglegallyobligedandresponsible责任2.anobligationtopaymoneytoanotherparty债务liabilitycompany有限公司limitedliability有限责任；有限债务责任limitedliabilitycompany股份有限公司civilliability民事责任,TextAnalysis,2.Searsusesthedepartmentsandproductgroupingswiththeintentionofhelpingcustomersbrowseproductsbyfunctionorbrandwithinatraditionaldepartment-storestructure.Sears利用专栏和产品类别帮助消费者通过功能或品牌来浏览产品，这是一种传统专卖商店的模式。

intention1.N-VARAnintentionisanideaorplanofwhatyouaregoingtodo.意图例：

Thecompanyhaseveryintentionofkeepingthesharepricehigh.该公司有将自己的股票保持在高价的意图。

originalintention初衷；原始意图goodintention好心，良好的意图realintention真实意图；真正目的evilintention歹意；罪恶的动机behavioralintention行为意向；行为意图,TextAnalysis,3.TheNIGPCodeisahierarchicalschemaconsistingofa3digitclass,5digitclass-item,7digitclass-item-groupandan11digitclass-item-group-detail.NIGP代码表是一个分级结构，是有3位数表示产品的级别，5位数表示产品分类类别，7位数表示产品详细分类组别，11位数表示更为详细的产品分类。

Hierarchicalclassifiedaccordingtovariouscriteriaintosuccessivelevelsorlayers等级制度的例：

.thetraditionalhierarchicalsystemofmilitaryorganization.军事组织内的传统等级制度。

hierarchicalstructure分级结构，层级结构hierarchicalclustering分级群聚hierarchicalmodel分层模型；层级模型hierarchicalcontrol分级控制；阶层控制,TextAnalysis,schemaski:

mn.anoutlineofaplanortheory图解,计划,模式,纲要例：

.adefinitepositionintheschemaoftheeconomicprocess.在经济进程概要中的明确位置。

schematheory图式理论databaseschema数据库模式；数据库架构conceptualschema概率模式；概念框图,TextAnalysis,digitn.oneofthewrittensignsthatrepresentthenumbers0to9数字,位数,指头例：

Hertelephonenumberdiffersfromminebyonedigit.她的电话号码跟我的差一个数字。

twodigit二位的binarydigit二进制数字，二进制位checkdigit计校验数位digitspan数字广度decimaldigit十进制数字（位）,Exercise:

I.Answerthefollowingquestionsaccordingtothetext:

Whatisthemainideaofthetext?

Whatdoyouknowaboutthehistoryofproduct?

Whatistheproductindifferenttrades?

Pleaselist3examples.Thedefinition,thehistoryandtheclassificationofproduct.Since1575,thewordproducthasreferredtoanythingproduced.Since1695,thewordhasreferredtothingorthingsproduced.TheeconomicorcommercialmeaningofproductwasfirstusedbypoliticaleconomistAdamSmith.1Inmarketing,aproductisanythingthatcanbeofferedtoamarketthatmightsatisfyawantorneed.2Inretailing,productsarecalledmerchandise.3Inmanufacturing,productsarepurchasedasrawmaterialsandsoldasfinishedgoods.,Ingeneral,whatmayproductreferto?

Whatistangibleproductandintangibleproduct？

Whatisthemeaningofaproductline?

Ingeneral,productmayrefertoasingleitemorunit,agroupofequivalentproducts,agroupingofgoodsorservices,oranindustrialclassificationforthegoodsorservices.Atangibleproductisanyphysicalproductthatcanbetouchedlikeacomputer,automobile,etc.Anintangibleproductisanon-physicalproductlikeaninsurancepolicy.Aproductlinemeansagroupofproductsthatarecloselyrelated,eitherbecausetheyfunctioninasimilarmanner,aresoldtothesamecustomergroups,aremarketedthroughthesametypesofoutlets,orfallwithingivenpriceranges.,Variousclassificationsystemsforproductshavebeendevelopedforwhatpurposes?

WhatarethefivevariablestheAspinwallClassificationSystemclassifiesandratesproductsbasedon?

WhatistheNIGPCode?

Whatisidentifiedbyaserialnumber?

Economicstatisticalpurposes.Replacementrate,Grossmargin,Buyergoaladjustment,Durationofproductsatisfaction,Durationof