中职商务英语阅读高教版书面阅读Word文档格式.docx

中职商务英语阅读高教版书面阅读Word文档格式.docx

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ChapterTwoMarketResearch

Marketresearchistheprocessofsystematicallygathering,recordingandanalyzingdataandinformationaboutcustomers,competitorsandthemarket.Itsusesincludetohelpcreateabusinessplan,launchanewproductorservice,finetuneexistingproductsandservices,andexpandintonewmarkets.Marketresearchcanbeusedtodeterminewhichportionofthepopulationwillpurchaseaproduct/service,basedonvariableslikeage,gender,locationandincomelevel.

ChapterThreeProductLifeCycle

Productlifecyclemanagement（PLM）istheprocessofmanagingtheentirelifecycleofaproductfromitsconception,throughdesignandmanufacture,toserviceanddisposal.[1]PLMintegratespeople,data,processesandbusinesssystemsandprovidesaproductinformationbackboneforcompaniesandtheirextendedenterprise

ProductLifecycleManagement（PLM）ismoretodowithmanagingdescriptionsandpropertiesofaproductthroughitsdevelopmentandusefullife,mainlyfromabusiness/engineeringpointofview;

whereasProductlifecyclemanagement（PLCM）istodowiththelifeofaproductinthemarketwithrespecttobusiness/commercialcostsandsalesmeasures.

ChapterFourElectronicCommerce

Electroniccommerce,commonlyknownase-commerceoreCommerce,consistsofthebuyingandsellingofproductsorservicesoverelectronicsystemssuchastheInternetandothercomputernetworks.TheamountoftradeconductedelectronicallyhasgrownextraordinarilysincethespreadoftheInternet.Awidevarietyofcommerceisconductedinthisway,spurringanddrawingoninnovationsinelectronicfundstransfer,supplychainmanagement,Internetmarketing,onlinetransactionprocessing,electronicdatainterchange（EDI）,inventorymanagementsystems,andautomateddatacollectionsystems.ModernelectroniccommercetypicallyusestheWorldWideWebatleastatsomepointinthetransaction'

slifecycle,althoughitcanencompassawiderrangeoftechnologiessuchase-mailaswell.

ChapterFiveInternationalTradeI

Eyecontact

IntheUS,UKandmuchofnorthernEurope,strong,directeyecontactconveysconfidenceandsincerity.InSouthAmericaitisasignoftrustworthiness.However,insomeculturessuchastheJapanese,prolongedeyecontactisconsideredrudeandisgenerallyavoided.

Personalspaceandtouch

InEuropeandNorthAmerica,businesspeoplewillusuallyleaveacertainamountofdistancebetweenthemselveswheninteracting.Touchingonlytakesplacebetweenfriends.

InSouthAmericaortheMiddleEast,businesspeoplearetactileandliketogetupclose.

InJapanorChina,itisnotuncommonforpeopletoleaveagapoffourfeetwhenconversing.Touchingonlytakesplacebetweenclosefriendsandfamilymembers.

Time

Westernsocietiesareveryclockconscious..Timeismoneyandpunctualityiscrucial.ThisisalsothecaseincountriessuchasJapanorChinawherebeinglatewouldbetakenasaninsult.

However,inSouthAmerica,southernEuropeandtheMiddleEast,beingontimeforameetingdoesnotcarrythesamesenseofurgency.

Meetingandgreeting

Mostinternationalbusinesspeoplemeetwithahandshake.

Insomecountries,thisisnotappropriatebetweengenders.Somemayviewaweakhandshakeassignofweaknesswhereasotherswouldperceiveafirmhandshakeasaggressive.

Howshouldpeoplebeaddressed?

Isitbyfirstname,surnameortitle?

Issmalltalkpartoftheproceedingsornot?

Giftgiving

InJapanandChinagift-givingisanintegralpartofbusinessprotocol.HoweverintheUSorUK,ithasnegativeconnotations.

Wheregiftsareexchanged,shouldonegivelavishgifts?

Aretheyalwaysreciprocated?

Shouldtheybewrapped?

Aretherenumbersorcoloursthatshouldbeavoided?

Alltheaboveinonewayoranotherwillimpactcrossculturalnegotiationandcanonlybelearntthroughcrossculturaltraining.Doingorsayingthewrongthingatthewrongtime,poorcommunicationandcrossculturalmisunderstandingscanallhaveharmfulconsequences.

Crossculturalnegotiationtrainingbuildsitsfoundationsuponunderstandingetiquettesandapproachestobusinessabroadbeforefocusingoncrossculturaldifferencesinnegotiationstylesandtechniques.

ChapterSixInternationalTradeII

TheChinesemainlandregisteredatradedeficitof77.56billionU.S.dollarswithTaiwanlastyear,accordingtotheMinistryofCommerce（MOC）onFriday.

TradevolumebetweenthemainlandandTaiwanreached124.48billionU.S.dollars,up15.4percentyearonyear,MOCstatisticsshow.

In2007,themainland'

sexportstoTaiwanreached23.46billionU.S.dollarsandimportsfromtheislandreached101.02billionU.S.dollars,up13.1percentand16percentrespectively.

Duringthesameperiod,themainlandapproved3,299projectswithTaiwaninvestmentandtheactualuseofTaiwaninvestmentreached1.77billionU.S.dollars,down12.1percentand20.4percentrespectivelyyearonyear.

Bytheendof2007,directinvestmentfromTaiwaninthemainland,totaled45.76billionU.S.dollarssincefiguresfirstbeganin1988withtheopeningupoftradebetweenthemainlandandTaiwan.TheactualuseofTaiwan'

sdirectinvestmentinthemainlandaccountedforsixpercentofallactuallyuseddirectinvestmentfromoutsidetheChinesemainland.

Taiwanisthemainland'

sseventhlargesttradepartner,ninthlargestexportmarketandfifthlargestimportmarket.

ChapterSevenTypesofBusiness

Whilebuyingafranchiseaffordsnumerousadvantagesoveropeningasolobusiness,thebenefitstofranchisorsareevengreater.Somethingstoexpectarelessenedriskwhenexpandingyourbusiness.Thisis 

becauseyouhavenocapitalinvestedinyourfranchisee'

sunits.Youalsohave 

increasedgrowth,strongerbrandbuilding,andlimitedcontingentliabilitybecauseasafranchisoryouarenotsigningleasesortakingoutfinancing.Inaddition,youhavelessliabilityfortheactionsoffranchisees'

employeesandeventsthattakeplaceinfranchisees'

units.

Franchiseesoftencontributetoanadvertisingfund,whichisusedtopromotethecompanyatthefranchisor'

sdiscretion.Keepinmindthatyouwillhavetoholduptopromisesyoumaketofranchiseesaboutadvertising.Becausefranchiseesarevestedinthesuccessoftheirbusiness,youcanexpectbetterperformanceandstructure,aswellascountonlong-termmanagementinsteadofhighturnoverofnon-ownermanagers.

Inadditiontotheadvantages,therearelegalobligationsnowrequiredofyou.FranchisorsarerequiredbytheFederalTradeCommission（FTC）topresentmaterialinformationabouttheircompanytopotentialfranchisees.Thisinformationincludesyourcompany'

sandallofitsofficers'

litigationhistories,financialinformation,andanythingmaterialaboutthecompany.

Franchisorsneedtotrainfranchiseeshowtooperatethebusinessandprovideverydetailedoperatingmanuals.Franchisorsgenerallyprovidesomekindofsupportaswell,fromongoingtrainingtoadministrativeandtechnicalsupport.Franchiseesrelyonthefranchisorforguidancebasedonthefranchisor'

sprovensystem.Franchisingisamutuallysatisfyingandlucrativearrangementifbothpartiesmeettheirobligations.

ChapterEightTechnology

TheInternetcanbeawonderfulresourceforkids.Theycanuseittoresearchschoolreports,communicatewithteachersandotherkids,andplayinteractivegames.Kidswhoare 

oldenoughtopunchinafewlettersonthekeyboardcanliterallyaccesstheworld.

Butthataccesscanalsoposehazards.Forexample,an8-year-oldmightdoanonline 

searchfor"

Lego."

Butwithjustonemissedkeystroke,theword"

Legs"

isenteredinstead,andthechildmaybedirectedtoaslewofwebsiteswithafocusonlegs—someofwhichmaycontainpornographicmaterial.

That'

swhyit'

simportanttobeawareofwhatyourkidsseeandhearontheInternet,whotheymeet,andwhattheyshareaboutthemselvesonline.

Justlikeanysafetyissue,it'

swisetotalkwithyourkidsaboutyourconcerns,takeadvantageofresourcestoprotectthem,andkeepacloseeyeontheiractivities.

ChapterNinePricing

Awellchosenpriceshoulddothreethings:

∙achievethefinancialgoalsofthecompany（e.g.,profitability）

∙fittherealitiesofthemarketplace（Willcustomersbuyatthatprice?

）

∙supportaproduct'

spositioningandbeconsistentwiththeothervariablesinthemarketingmix

opriceisinfluencedbythetypeofdistributionchannelused,thetypeofpromotionsused,andthequalityoftheproduct

▪pricewillusuallyneedtoberelativelyhighifmanufacturingisexpensive,distributionisexclusive,andtheproductissupportedbyextensiveadvertisingandpromotionalcampaigns

▪alowpricecanbeaviablesubstituteforproductquality,effectivepromotions,oranenergeticsellingeffortbydistributors

Fromthemarketer’spointofview,anefficientpriceisapricethatisveryclosetothemaximumthatcustomersarepreparedtopay.Ineconomicterms,itisapricethatshiftsmostoftheconsumersurplustotheproducer.Agoodp