商务英语相关概念解释.docx

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