新视野商务英语综合教程3_U4教师用书

Unit 4
Market Analysis Lead-in
Task 1
1. strength, weakness, opportunity, threat
2. structure, conduct, performance
3. segmentation, targeting, positioning
4. political, economic, social, technological
Task 2
Key
1. 市场份额
2. 现存市场
3. 目标市场
4. 市场分割
5. 市场调查
6. 产品定位
Reading A
Starting Point
Task 1
Suggested Answers
●Anyone who owns an Apple product can attest to its simplicity.
●They are also beautifully designed and easy to use.
●Apple has been able to masterfully combine the form and function of its products. Translation
对苹果公司的SWOT分析
苹果公司的优势、劣势、机会和威胁
苹果公司致力于个人电脑、媒体设备和移动电子音乐播放器的设计、研发、制造和销售；也销售各种相关软件、服务、外部设备、网络解决方案以及第三方电子内容和应用。

通过这一纵向与横向相结合的综合模式，苹果公司形成了自己不可复制的、可持续的竞争优势。

然而，随着新兴市场的发展，苹果的定价策略会影响其竞争力。

优势
苹果公司生产个人电脑、平板电脑、智能手机及其他电子设备，旨在实现全套产品和设备之间的横向整合。

通过其硬件、软件、内容、服务及其他零售产品，苹果实现了不同设备之间用户体验的同步，从而实现了纵向整合。

通过生产硬件，苹果完全把握了其产品的设计和产品质量。

此外，公司强大的软件和内容业务也使苹果更具竞争优势。

劣势
苹果的产品采取高价定位策略，而且价格点单一。

一部苹果手机的价格平均一直保持在600美元以上，使得苹果成为很多普通人难以企及的电子产品。

相比之下，其竞争对手，如三星就有不同价格的产品。

因此，这些竞争对手就会有更广泛的市场基础，也能吸
引更广泛的顾客。

再者，在面对对价格敏感的消费群体时，缺少低端价格产品对公司来讲将会是一个挑战。

机会
苹果在企业、政府和教育等这些尚未被大规模开发的市场将会有所作为。

随着“带你自己的设备来”这一做法在企业悄然兴起，苹果产品将会打入这一市场。

越来越多的移动设备用户使用自己的个人电子设备进行生意往来，苹果手机和苹果平板电脑在商业领域也开始更受欢迎。

威胁
价格可能是苹果竞争的一个主要的不利因素，这会让它的竞争对手们获得更多的市场份额。

在产品进入新兴市场时，这将会是个挑战，因为新兴市场缺少运营商补贴，顾客群对价格又极为敏感。

因此，新兴市场上苹果产品的利润来源主要为老型号的产品。

这也就意味着，随着智能手机向新兴市场转移，平均价格会下降，利润就会受到影响。

苹果公司将持续受到单位产品平均利润下降的影响。

Apple Inc. is an American multinational corporation headquartered in Cupertino, California, which designs, develops, and sells consumer electronics, computer software, and personal computers. Its best-known hardware products are the Mac line of computers, the iPod media player, the iPhone smartphone, and the iPad tablet computer. Its consumer software includes the OS X and iOS operating systems, the iTunes media browser, the Safari web browser, and the iLife and iWork creativity and productivity suites.
Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses. Most of them are united under the Samsung brand, which is the largest South Korean chaebol (business conglomerate).
Vocabulary
1.portable adj.
I always carry a portable computer with me.
There was a little portable television switched on behind the bar.
portability n. 可携带性
When it came to choosing photographic equipment, portability was as important as
reliability.
2.horizontal adj.
Stand the table on its legs, so that the top is horizontal.
The plumb line is always perpendicular to the horizontal plane.
horizontally adv. 水平地
The wind was cold and drove the snow at him almost horizontally.
3.vertical adj.
He climbed the vertical cliff.
Formal communication channels are usually vertical.
verticality n. 垂直度，垂直性
Elasticity deformation of the belt can be produced during operation and cause verticality change of roller.
4.integration n.
The aim is to promote closer economic integration.
This was the greatest event in the annals of European integration.
integrate v.（使）融入（某群体或社会），（使）成为一体
He didn’t integrate successfully into the Italian way of life.
5.non-replicable adj.
Mass media holds a non-replicable effect on promoting and cultivating national spirit.
6.positioning n.
Differences within the “fast food” segment would be recognized by the positioning
decision.
At later stages, value can be added through research and development, or through
advertising and market positioning.
7.position v.
Research can help a company to position its product in the market.
The brand is well positioned to succeed in the Spanish market.
positional adj.位置上的，地位上的，职位上的
The team has made some positional changes because two players are injured.
8.premium adj.
The cable company offers both standard and premium services.
People are prepared to pay premium prices for quality products.
9.gadget n.
A bottle opener is a kitchen gadget.
This gadget can perform many different functions.
10.sensitive adj.
A new generation of satellites will carry particularly sensitive instruments.
Coral is very sensitive to changes in water temperature.
sensitive adj. 需保护的
Conservationists and farmers in environmentally sensitive areas are learning to work together.
Wear rubber gloves if you have very sensitive skin.
11.sensitivity n. 体贴，体恤
A good relationship involves concern and sensitivity for each other’s feelings.
12.untapped adj.
People will be surprised by the potential of untapped export markets.
The region is thought to have some of t he world’s largest untapped oil reserves.
Most importantly, they often miss out on the potential that sometimes lies untapped in their own people.
13.subsidy n.
Higher deposit rates increase the budget costs of the subsidy program.
Reforming consumer subsidy programs, though desirable, is not easy.
subsidize v. 补助，补贴
Many universities subsidize research and publications.
14.margin n.
Margins are low and many companies are struggling.
Within 10 years they had a gross profit margin of 50%.
15.in turn
This led to greater production, which in turn led to greater profits.
This, in turn, would require changes to all users of those interfaces. 16.out of reach
Houses are still priced out of reach for most middle-class families.
We all have dreams that can seem out of reach.
17.tap into
I’d really like to tap into the overseas market.
We are trying to tap into the huge Asian market.
18.to date
To date, we have not received any replies.
The police have not yet found the runway to date.
19.make inroads in
European cars have started to make inroads in the Japanese market.
All these repair bills are making huge inroads in my savings.
20.spill over
Job stress can be easily spilled over into personal and family life.
The protests have spilled over to other parts of the city. Understanding the Text
Task 2
Key
a-2 b-4 c-3 d-1
Task 3
Key
(1) associated (2) horizontal (3) hardware (4) complete control (5) software (6) content
(7) premium 8) single price point (9) out of reach for many buyers (10) lower price points (11) enterprise, government and education (12) business (13) emerging markets (14) carrier subsidies (15) price sensitive
(16) margins
Activity 1
Teaching Tips:
∙ Ask the students to make a list of the brands of electronic products and do a SWOT analysis about them.
∙ Ask the students to share their opinions in groups. ∙
Choose several groups to present their ideas to the class.
Dealing with Language
Task 4
Key
1. portable
2. integration
3. subsidy
4. untapped
5. revenue
Task 5
Key
1. engaged in
2. aim at
3. In addition to
4. out of reach
5. have access to
6. have made inroads in
7. a variety of
8. prove to be
Task 6
Suggested Answers
1. Market research can help a company to position its product in the market.
2. 政府补贴农民以种植某种农作物。

3. All these repair bills are making huge inroads in my savings.
4. Achievements like these are out of reach of ordinary players.
5.
The slim margin drives them out of the market.
Activity 2
Teaching Tips:
∙Ask the students to make a list of the advantages and disadvantages of themselves and then do a SWOT analysis.
∙Ask the students to share their opinions in pairs.
∙Choose several pairs to present their analysis to the class by role-playing a job interview.
Reading B
Task 1
Translation
从上表中我们可以看到，意大利客车销售量从2010年以来连续下降，这反映了该国客车消费群体的消费能力较弱。

2013 年，意大利家庭受高税收、缩减社会开支等经济紧缩措施的影响，个人消费将持续萎缩。

再者，高失业率也将继续影响国内消费。

意大利劳动力市场仍处于相对缺乏竞争力和僵化的状态，劳动产出将继续保持低迷状态。

2012年意大利客车生产量为396817 辆，萎缩了18.3%，其中绝大多数都是由菲亚特集团生产的。

尽管运营环境差，菲亚特还是决定加强在意大利的汽车生产。

2013 年，得益于菲亚特的重组策略和较低的基准利率，产量增加了6%。

另外，因为个人消费低迷和高失业率在持续拉低新客车的销售，客车销量将急剧下降。

意大利消费者将或是继续使用现有车辆，或是以更便宜的价格购买新车代替旧车。

Vocabulary
1.decline v.
Car sales have declined by a quarter.
After the war, the city declined in importance.
antonym: increase, rise
2.consumption n.
Gas and oil consumption always increases in cold weather.
Vigorous exercise increases oxygen consumption.
consume v. 消耗,消费
They generally consume more power and take up more space, too.
3.contract v.
The steel contracts as it cools.
The economy has contracted by 2.5% since last year.
contraction n. 收缩,缩小,缩短
Foods and fluids are mixed in the stomach by its muscular contractions.
4.rigid adj.
The curriculum was too narrow and too rigid.
Several colleges in our study have rigid rules about student conduct.
rigidity n. 刻板,僵硬
He deplored the rigidity of her views.
5.output n.
Grain output reached a new high in the three years.
Output is up by 30% on last year.
antonym: input
6.consolidate v.
The president is trying to consolidate support for his proposal.
The company has consolida ted its position as the country’s leading gas supplier.
consolidation n. 巩固,变坚固
The denser population necessitates closer consolidation both for internal and external action.
7.restructure v.
How can I begin to restructure my life so that I’m happier with it?
The operations can be quite involved, requiring many procedures in order to restructure the anatomy.
synonym: reconstitute
8.dramatically adv.
His quality of life has improved dramatically since the operation.
Prices have fallen dramatically.
dramatic adj. 巨大而突然的，急剧的
A fifth year of drought is expected to have dramatic effects on the California economy.
9.weigh on
Don’t let it weigh on your mind.
10.on the back of
On the back of him, many Chinese started listening to Western music, and music from around the world.
On the back of state-led investment, China’s economy is accelerating.
11.look to
Courts often look to legislative intent for guidance in interpreting and applying law.
The country must look to its defenses.
Task 2
Key
(1) declined (2) contract (3) uncompetitive (4) rigid
(5) drive new passenger car sales down (6) decline
Task 3
Key
1. A
2. D
3. B
4. B
5. B
Task 4
Suggested Answers
1.There has been a decline in our toy industry imports for the last few years.
2.Share prices rose sharply on the back of a rise in profits.
3.We have made a good start and now it’s time to consolidate.
4.If the company is to survive, it must be seriously restructured.
5.The high price of property weighs heavily on many businesses.
Activity 3
Teaching Tips:
∙Divide your class into several groups to discuss.
∙Work out a design for the new car which is acceptable for the sluggish car market in Italy.
Listening
Task 1
Scripts
Candy: I went over the sales figures in the market analysis report. If you take that report and compare it with our survey of consumer buying habits, there’s only
one conclusion.
Jason: What’s that?
Candy: As you know, the market is very sensitive to price. When our product was offered at the higher introductory price, our sales were low. When we
discounted the price, we landed more sales.
Jason: So, we should start a little lower?
Candy: I think that would be a good idea. Price is an important variable in our market, so we can use it to build our customer base. If our customers get hooked by
low introductory prices, they may become more loyal to our brand. Later on,
when we hit a peak in sales and after our customer base is sold on our
products, we can bring the price up.
Jason: That sounds like clever marketing strategy.
Candy: This is a very competitive market. We’ve got to come up with a few clever strategies in order to keep our place at the top.
Jason: I think our main customer base will be young consumers.
Candy: That’s who we’re targeting. Young consum ers are generally quick to commit, but fickle about staying with a brand. Our challenge is to build customer
loyalty.
Key
新视野商务英语综合教程3（第二版）
(1) consumer (2) was offered (3) landed
(4) get hooked by (5) strategy (6) targeting
Task 2
Scripts
Jason: What promotional events are scheduled for the new product line?
Candy: Our colleagues have set up product launches in five major cities and they are organizing some sponsored events throughout the year. Altogether, there will
be fifty events.
Jason: What kind of sponsors are we talking about? I don’t know how effective sponsorship really is.
Candy: These events will give us a much wider exposure than most. Take the pilot city Guangzhou for starters, there will be a highly visible sporting event, the
television exposure a lone will nearly double our customers’ awareness. Jason: Other than the event in Guangzhou, what else is on the list?
Candy: We’ve got a spot in the Olympic Stadium, sponsoring a team’s equipment, then a rally for cancer research, and a connection with an inner city education
program.
Jason: Sports, medicine, education, seems kind of random, don’t you think? Candy: It might seem that way, but these events were all carefully chosen based on market research. These are events that our customers and potential customers
care about.
Jason: Why not just choose one or two?
Candy: Mm, perhaps we should think some more about that.
Key
1. F
2. T
3. F
4. T
5. F
Task 3
Scripts
Speaker 1. I think that the pricing has to be consistent with the positioning. If you’re running a discount store, you’re always trying to keep your prices as low as
possible, at least lower than your competitors. On the other hand, if you’re
positioning your product as an exclusive luxury product, a price that’s too low
may actually hurt your image.
Speaker 2. For me, pricing must take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must
consider the implications of its pricing on the pricing decisions of
11
Unit 4 Market Analysis
competitors. For example, setting the price too low may risk a price war that
may not be in the best interest of either side. Setting the price too high may
attract a large number of competitors who want to share in the profits. Speaker 3. In my opinion, ther e are certain “price points” at which people become much more willing to buy a certain type of product. For example, “under $20 with
sales tax” is a popular price point, because it’s “one bill” that people
commonly carry. Dropping your price to a popular price point might mean a
lower margin, but more than enough increase in sales to offset it.
Key
Speaker 1—d Speaker 2—a, c Speaker 3—b Communication Project
Writing
Suggested Answers
1.Recognized for its elegant style and superior quality
2.Aurora 7th
3.Double Seventh Festival in China
4.luxury and elegance
5.women’s courage and daring
plex fragrance
7.rose, jasmine, lily or lavender
8.professional working women in the 25–45 age group
12
新视野商务英语综合教程3（第二版）
9.￥777 and ￥1277
10.strict codes of presentation
11.high end and exclusive shops
13。