中职商务英语阅读高教版书面阅读Word文档格式.docx

1、Chapter Two Market ResearchMarket research is the process of systematically gathering, recording and analyzing data and information about customers, competitors and the market. Its uses include to help create a business plan, launch a new product or service, fine tune existing products and services,

2、 and expand into new markets. Market research can be used to determine which portion of the population will purchase a product/service, based on variables like age, gender, location and income level.Chapter Three Product Life CycleProduct lifecycle management （PLM） is the process of managing the ent

3、ire lifecycle of a product from its conception, through design and manufacture, to service and disposal.1 PLM integrates people, data, processes and business systems and provides a product information backbone for companies and their extended enterpriseProduct Lifecycle Management （PLM） is more to d

4、o with managing descriptions and properties of a product through its development and useful life, mainly from a business/engineering point of view; whereas Product life cycle management （PLCM） is to do with the life of a product in the market with respect to business/commercial costs and sales measu

5、res.Chapter Four Electronic CommerceElectronic commerce, commonly known as e-commerce or eCommerce, consists of the buying and selling of products or services over electronic systems such as the Internet and other computer networks. The amount of trade conducted electronically has grown extraordinar

6、ily since the spread of the Internet. A wide variety of commerce is conducted in this way, spurring and drawing on innovations in electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange （EDI）, inventory management systems, an

7、d automated data collection systems. Modern electronic commerce typically uses the World Wide Web at least at some point in the transactions lifecycle, although it can encompass a wider range of technologies such as e-mail as well.Chapter Five International Trade IEye contactIn the US, UK and much o

8、f northern Europe, strong, direct eye contact conveys confidence and sincerity. In South America it is a sign of trustworthiness. However, in some cultures such as the Japanese, prolonged eye contact is considered rude and is generally avoided.Personal space and touchIn Europe and North America, bus

9、iness people will usually leave a certain amount of distance between themselves when interacting. Touching only takes place between friends.In South America or the Middle East, business people are tactile and like to get up close.In Japan or China, it is not uncommon for people to leave a gap of fou

10、r feet when conversing. Touching only takes place between close friends and family members.TimeWestern societies are very clock conscious. Time is money and punctuality is crucial. This is also the case in countries such as Japan or China where being late would be taken as an insult. However, in Sou

11、th America, southern Europe and the Middle East, being on time for a meeting does not carry the same sense of urgency.Meeting and greetingMost international business people meet with a handshake.In some countries, this is not appropriate between genders. Some may view a weak handshake as sign of wea

12、kness whereas others would perceive a firm handshake as aggressive.How should people be addressed? Is it by first name, surname or title? Is small talk part of the proceedings or not? Gift givingIn Japan and China gift-giving is an integral part of business protocol. However in the US or UK, it has

13、negative connotations.Where gifts are exchanged, should one give lavish gifts? Are they always reciprocated? Should they be wrapped? Are there numbers or colours that should be avoided?All the above in one way or another will impact cross cultural negotiation and can only be learnt through cross cul

14、tural training. Doing or saying the wrong thing at the wrong time, poor communication and cross cultural misunderstandings can all have harmful consequences.Cross cultural negotiation training builds its foundations upon understanding etiquettes and approaches to business abroad before focusing on c

15、ross cultural differences in negotiation styles and techniques.Chapter Six International Trade IIThe Chinese mainland registered a trade deficit of 77.56 billion U.S. dollars with Taiwan last year, according to the Ministry of Commerce （MOC） on Friday. Trade volume between the mainland and Taiwan re

16、ached 124.48 billion U.S. dollars, up 15.4 percent year on year, MOC statistics show. In 2007, the mainlands exports to Taiwan reached 23.46 billion U.S. dollars and imports from the island reached 101.02 billion U.S. dollars, up 13.1 percent and 16 percent respectively. During the same period, the

17、mainland approved 3,299 projects with Taiwan investment and the actual use of Taiwan investment reached 1.77 billion U.S. dollars, down 12.1 percent and 20.4 percent respectively year on year. By the end of 2007, direct investment from Taiwan in the mainland , totaled 45.76 billion U.S. dollars sinc

18、e figures first began in 1988 with the opening up of trade between the mainland and Taiwan. The actual use of Taiwans direct investment in the mainland accounted for six percent of all actually used direct investment from outside the Chinese mainland. Taiwan is the mainlands seventh largest trade pa

19、rtner, ninth largest export market and fifth largest import market.Chapter Seven Types of BusinessWhile buying a franchise affords numerous advantages over opening a solo business, the benefits to franchisors are even greater. Some things to expect are lessened risk when expanding your business. Thi

20、s isbecause you have no capital invested in your franchisees units. You also haveincreased growth, stronger brand building, and limited contingent liability because as a franchisor you are not signing leases or taking out financing. In addition, you have less liability for the actions of franchisees

21、 employees and events that take place in franchisees units. Franchisees often contribute to an advertising fund, which is used to promote the company at the franchisors discretion. Keep in mind that you will have to hold up to promises you make to franchisees about advertising. Because franchisees a

22、re vested in the success of their business, you can expect better performance and structure, as well as count on long-term management instead of high turnover of non-owner managers. In addition to the advantages, there are legal obligations now required of you. Franchisors are required by the Federa

23、l Trade Commission （FTC） to present material information about their company to potential franchisees. This information includes your companys and all of its officers litigation histories, financial information, and anything material about the company. Franchisors need to train franchisees how to op

24、erate the business and provide very detailed operating manuals. Franchisors generally provide some kind of support as well, from ongoing training to administrative and technical support. Franchisees rely on the franchisor for guidance based on the franchisors proven system. Franchising is a mutually

25、 satisfying and lucrative arrangement if both parties meet their obligations. Chapter Eight TechnologyThe Internet can be a wonderful resource for kids. They can use it to research school reports, communicate with teachers and other kids, and play interactive games. Kids who areold enough to punch i

26、n a few letters on the keyboard can literally access the world.But that access can also pose hazards. For example, an 8-year-old might do an onlinesearch for Lego. But with just one missed keystroke, the word Legs is entered instead, and the child may be directed to a slew of websites with a focus o

27、n legs some of which may contain pornographic material.Thats why its important to be aware of what your kids see and hear on the Internet, who they meet, and what they share about themselves online.Just like any safety issue, its wise to talk with your kids about your concerns, take advantage of res

28、ources to protect them, and keep a close eye on their activities.Chapter Nine PricingA well chosen price should do three things:achieve the financial goals of the company （e.g., profitability） fit the realities of the marketplace （Will customers buy at that price?） support a products positioning and

29、 be consistent with the other variables in the marketing mix oprice is influenced by the type of distribution channel used, the type of promotions used, and the quality of the product price will usually need to be relatively high if manufacturing is expensive, distribution is exclusive, and the prod

30、uct is supported by extensive advertising and promotional campaigns a low price can be a viable substitute for product quality, effective promotions, or an energetic selling effort by distributors From the marketers point of view, an efficient price is a price that is very close to the maximum that customers are prepared to pay. In economic terms, it is a price that shifts most of the consumer surplus to the producer. A good p