商务英语相关概念解释.docx
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商务英语相关概念解释
2012TestformofthefinalExam
June20/27
PartI:
SmallQuestions(3minutes)
PersonalDescription:
Yourself,yourstrengths,weaknesses,proud/disappointingmoments
Yourfamily
Yourhometown,schoollife
Yourmajor
Travellingexperience(transportation,hotelfacilities)
Trainingcourse:
expectation,advantage,disadvantages
Future:
job,career,preparations
Howdoyouspendmoney?
Yourattitudetowardsmoney?
Howdoyouusuallyspendyourtime?
What’syourattitudetowardstime?
Eatinghabits
Holiday:
place,people,things
Anunforgettablepersoninmylife
Myfavoritebook
MyFavoriteMovie
PartII:
Explanation(4minutes)
Explainabusinessconceptandgiveexamplesifyoucan.
Customerservice
Beforecustomersbuysomething,thesellersprovidetheconsultingservice;whencustomersbuysomething,theyprovidethemarketingservice;afteremption,sellersprovidetheafter-saleservice.Well-trainedsalespeople,goodattitudes,goodcommunication,goodqualityleadtogoodcustomerservice.
Customerloyalty
Qualityofproductorserviceleadstocustomersatisfaction,whichleadstocustomerloyalty,whichleadstoprofitability.Socustomerloyaltyisthatcustomersthinkthequalityofproductisgoodsothattheyalwaysbuythesameproductorproductsofthesamebrand.Anditcanbringsellersprofits.
CRM(客户关系管理)
CustomerRelationshipManagement.Itreferstothatenterprisescommunicatewithcustomersandunderstandtheirbehaviorsandthenbymarketinginfluencetheirbehaviors.Finally,theenterprisesatisfiesthecustomersanddetainsthem;customersareloyalandbothsidescangetbenefits.
Customerrelationshipmanagement(CRM)isawidelyimplementedmodelformanagingacompany’sinteractionswithcustomers,clients,andsalesprospects.Itinvolvesusingtechnologytoorganize,automate,andsynchronizebusinessprocesses—principallysalesactivities,butalsothoseformarketing,customerservice,andtechnicalsupport.
Customersurvey
Sellerswanttoknowwhatcustomersneedandiftheyaresatisfiedwiththeirservicesotheydoasurvey.Thisiscustomersurvey.
Threelevelsofproduct
Thethreelevelsofproductarecoreproduct,actualproduct,andaugmentedproduct.Coreproductismostdirectlyrelatedtocompany’scorecompetencies.Actualproductistheproductwithquality,colorandsoon.Augmentedproductincludescustomercare,service,finance,deliveryandsoon.
Consumerproduct
Convenienceproducts,shoppingproducts,specialtyproducts,unsoughtproductsareconsumerproducts.Peoplebuyconvenienceproductsfrequentlyandimmediatelybecausethey’relowpricedandhavemanypurchaselocations.Theyincludestaplegoods,impulsegoods,andemergencygoods.
Peoplealwayscomparesuitability,quality,price,stylethenbuysomething.It’sshoppingproducts.Soshoppingproductscommunicateproductinformation.Theyhavefewerpurchaselocationandpeoplebuythemlessfrequently.
Specialtyproductshavespecialpurchaseeffortsanduniquecharacteristics.
Unsoughtproductsareproductsthatconsumersdon’twanttothinkaboutandtheyrequiremuchadvertisingandpersonalselling.
Brandloyalty(品牌忠诚)
Brandloyaltyreferstothatproductsofabrandhavegoodqualityandtheyhavesomespecialcharacteristicsandthebrandcankeepupwiththetimesandmeetpeople’sneed.Sopeoplechoosethisbrandandareloyaltoit.
Brandstretch(brandextension)品牌延伸
Brandstretchisastrategyforabrandtoexist.Ifabrandwanttoexistitcandevelopmulti-brandsoranewbrandlikeP&G.P&Ghasmanysubbrands.Ifpeopledon’tlikethisbrandtheycanchooseanotherone.ButallbelongstoP&G.
Branddilution
Originallythebrandimageisclearinconsumers’mindbutasthetimegoesbyitisfoggy.Thewrongmarketingstrategylikebrandextensionorexternalmarketingenvironmentcancausebranddilution.Takeanexample.TheAmericanparkerpenwasconsideredasdeluxeandsuperior.Butsincethebrandexpandstoproductsofthreedollars,itsdeluxebrandimageisweakened.
Industrialproduct
Industrialproduction isameasureofoutputofthe industrialsector oftheeconomy.Theindustrialsectorincludes manufacturing, mining,and utilities. AlthoughthesesectorscontributeonlyasmallportionofGDP(GrossDomesticProduct),theyarehighlysensitiveto interestrates and consumerdemand. ThismakesIndustrialProductionanimportanttoolfor forecasting futureGDPandeconomicperformance.IndustrialProductionfiguresarealsousedbycentralbankstomeasureinflation,ashighlevelsofindustrialproductioncanleadtouncontrolledlevelsofconsumptionandrapid inflation.
Productlifecycle
Productlife-cycle(PLC) Likehumanbeings,productsalsohaveanarc.Frombirthtodeath,humanbeingspassthroughvariousstagese.g.birth,growth,maturity,declineanddeath.Asimilarlife-cycleisseeninthecaseofproducts.Theproductlifecyclegoesthroughmultiplephases,involvesmanyprofessionaldisciplines,andrequiresmanyskills,toolsandprocesses.Productlifecycle(PLC)hastodowiththelifeofaproductinthemarketwithrespecttobusiness/commercialcostsandsalesmeasures.Tosaythataproducthasalifecycleistoassertthreethings:
▪Productshavealimitedlife,andthuseveryproducthaslifecycle
▪Productsalespassthroughdistinctstages,eachposingdifferentchallenges,opportunities,andproblemstotheseller,
▪Productsrequiredifferentmarketing,financing,manufacturing,purchasing,andhumanresourcestrategiesineachlifecyclestage.
Thefourmainstagesofaproduct'slifecycleandtheaccompanyingcharacteristicsare:
Stage
Characteristics
1. Marketintroductionstage
1.costsareveryhigh
2.slowsalesvolumestostart
3.littleornocompetition
4.demandhastobecreated
5.customershavetobepromptedtotrytheproduct
6.makesnomoneyatthisstage
2. Growthstage
1.costsreducedduetoeconomiesofscale
2.salesvolumeincreasessignificantly
3.profitabilitybeginstorise
4.publicawarenessincreases
5.competitionbeginstoincreasewithafewnewplayersinestablishingmarket
6.increasedcompetitionleadstopricedecreases
3. Maturitystage
1.costsareloweredasaresultofproductionvolumesincreasingandexperiencecurveeffects
2.salesvolumepeaksandmarketsaturationisreached
3.increaseincompetitorsenteringthemarket
4.pricestendtodropduetotheproliferationofcompetingproducts
5.branddifferentiationandfeaturediversificationisemphasizedtomaintainorincreasemarketshare
6.Industrialprofitsgodown
4. Saturationanddeclinestage
1.costsbecomecounter-optimal
2.salesvolumedecline
3.prices,profitabilitydiminish
4.profitbecomesmoreachallengeofproduction/distributionefficiencythanincreasedsales
Dumping
Ineconomics,"dumping"isakindof predatorypricing,especiallyinthecontextof internationaltrade.Itoccurswhenmanufacturersexportaproducttoanothercountryatapriceeitherbelowthepricechargedinitshomemarket,orinquantitiesthatcannotbeexplainedthroughnormalmarketcompetition.
Subsidy
A subsidy isanassistancepaidtoabusinessoreconomicsector.Mostsubsidiesaremadebythegovernmenttoproducersordistributedassubventionsinan industry topreventthedeclineofthatindustry(e.g.,asaresultofcontinuousunprofitableoperations)oranincreaseinthepricesofitsproductsorsimplytoencourageittohiremore labor (asinthecaseofawage subsidy).Examplesaresubsidiestoencouragethesaleof exports;subsidiesonsome foods tokeepdownthecostofliving,especiallyin urbanareas;andsubsidiestoencouragetheexpansionof farm productionandachieveself-relianceinfoodproduction.
Tradedeficit
Tradesurplus
The balanceoftrade (or netexports,sometimessymbolizedas NX)isthedifferencebetweenthemonetaryvalueof exports and imports ofoutputinaneconomyoveracertainperiod.Itistherelationshipbetweenanation'simportsandexports. Apositivebalanceisknownasa tradesurplus ifitconsistsofexportingmorethanisimported;anegativebalanceisreferredtoasa tradedeficit or,informally,atradegap.
Acquisition
Merger
Mergersandacquisitions (abbreviated M&A)referstotheaspectofcorporatestrategy,corporatefinanceand management dealingwiththebuying,selling,dividingandcombiningofdifferent companies andsimilar entities thatcanhelpanenterprisegrowrapidlyinitssectororlocationoforigin,oranewfieldornewlocation,withoutcreatingasubsidiary,otherchildentityorusingajointventure.
Distinctionbetweenmergersandacquisitions
Theterms merger and acquisition meanslightlydifferentthings.Thelegalconceptofamerger(withtheresultingcorporatemechanics,statutorymergerorstatutoryconsolidation,whichhavenothingtodowiththeresultingpowergrabasbetweenthemanagementofthetargetandtheacquirer)isdifferentfromthebusinesspointofviewofa"merger",whichcanbeachievedindependentlyofthecorporatemechanicsthroughvariousmeanssuchas"triangularmerger",statutorymerger,acquisition,etc.Whenonecompanytakesoveranotherandclearlyestablishesitselfasthenewowner,thepurchaseiscalledanacquisition.Fromalegalpointofview,thetargetcompanyceasestoexist,thebuyer"swallows"thebusinessandthebuyer'sstockcontinuestobetraded.
Inthepuresenseoftheterm,amergerhappenswhentwofirmsagreetogoforwardasasinglenewcompanyratherthanremainseparatelyownedandoperated.Thiskindofactionismorepreciselyreferredtoasa"mergerofequals".Thefirmsareoftenofaboutthesamesize.Bothcompanies'stocksaresurrenderedandnewc