顾渝-商务英语谈判-6
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7. How to concentrate on potential customers when describing a product? Say for instance, “this product is aimed at the young-professional, high-income market and not the traditional consumer of old-fashioned lemonade” or, “this product is best for people 50 years and over with an interest in maintaining a healthy lifestyle.”
Answers for reference
2015-4-5 顾渝-商务英语谈判 Chapter 6 6
6.1 Before You Begin
1.
What will people generally consider in order to decide which products to buy? People generally consider both tangible attributes and intangible attributes of a product. For example, when you buy a pair of jeans, you consider price, brand, store image, and style before you buy.
2015-4-5
顾渝-商务英语谈判 Chapter 6
3
6.4 Words and Expressions
Please learn this section before you begin learning this Chapter.
2015-4-5
顾渝-商务英语谈判 Chapter 6
4
6.1 Before You Begin
2015-4-5
顾渝-商务英语谈判 Chapter 6
5
6.1 Before You Begin
6.
7.
8.
9.
10.
How to define “customer” and “brand”? What is the relationship between the two? How to define “central selling point”? How to concentrate on potential customers when describing a product? How can the sellers convince the buyers to take prompt action to buy? Why should business buyers visit the seller’s company?
2015-4-5 顾渝-商务英语谈判 Chapter 6 12
6.1 Before You Begin
8. How can the sellers convince the buyers to take prompt action to buy? Sellers must persuasively answer buyers‟ questions in order to convince the buyers to take prompt action to buy, for example, by giving scientific evidence or context for comparison. Claims of superior quality of a product imply that objective data exist to support the statements. Better, faster, easier, and similar terms imply a comparison.
2015-4-5
顾渝-商务英语谈判 Chapter 6
8
6.1 Before You Begin
3.
Can you give some examples to show the “benefits” of products? Different products have different benefits for the customers, such as the security of a product, or an enhanced selfimage brought to the customers by a product.
English for Business Negotiation 商务英语谈判
Chapter 6 – Product Description
顾 渝 对外经济贸易大学出版社
2015-4-5
顾渝-商务英语谈判 Chapter 6
1
PART ONE PRE-NEGOTIATI百度文库N
2015-4-5
顾渝-商务英语谈判 Chapter 6
2
CHAPTER 6 Product Description
Objectives Gain knowledge of the buyer behavior and the messages sellers should convey to buyers about their products Learn how to help make purchase decision as a buyer by communicating effectively with the seller Be familiar with the useful expressions and terms used in product description Learn the skills and key points in getting and giving information on products through cases and case analysis
2015-4-5
顾渝-商务英语谈判 Chapter 6
10
6.1 Before You Begin
5.
How to define “customer” and “brand”? What is the relationship between the two? Customers are individuals‟ organizations who have purchased or used products from the marketing organization in the past or who are likely to do so in the future. A brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. From a customer standpoint, however, a brand is much more than its name or identifying elements: it is the entire bundle of perceptions, associations, and attributes that the consumer experiences when considering, purchasing, or using the brand. It is the customer who determines what a business is.
2015-4-5
顾渝-商务英语谈判 Chapter 6
9
6.1 Before You Begin
4. What knowledge should sellers know about their customers? How to get the knowledge? „Knowing‟ includes their demographics[个人背景], their buying cycles, their budget requirements, their price sensitivity, their experience with similar offerings, etc. You can only know these things by asking.
2015-4-5
顾渝-商务英语谈判 Chapter 6
7
6.1 Before You Begin
2. Why should companies develop new products? New products pump life into company sales, enabling it not only to survive but also to grow. Products can be a company‟s most important asset. If a company‟s products do not meet customers‟ desires and needs, the company will fail unless it makes adjustments. Companies like Samsung and Apple (electronics), Dow (chemicals 美国陶氏化学), Master Kong(foods) get most of their profits from new products.
2015-4-5
顾渝-商务英语谈判 Chapter 6
13
6.1 Before You Begin
9. Why should business buyers visit the seller’s company? Certain products, such as industrial equipment, have unique characteristics and may vary with regard to condition. Business buyers of such products must base purchase decisions on inspection. Before large orders are granted to the seller, it is advisable that the buyer should visit the seller‟s company and check the details related with the goods.
2015-4-5
顾渝-商务英语谈判 Chapter 6
11
6.1 Before You Begin
6. How to define “central selling point”? Central selling Point, or Unique Selling Point (USP), is what sets you apart from your competitors, what makes your customers want to do business with you rather than your competitors.
1. 2. 3.
4. 5.
What will people generally consider in order to decide which products to buy? Why should companies develop new products? How can attracting the “attention” of potential customers be the first step of the marketing mix? Can you give some examples to show the “benefits” of products? What knowledge should sellers know about their customers? How to get the knowledge?
Answers for reference
2015-4-5 顾渝-商务英语谈判 Chapter 6 6
6.1 Before You Begin
1.
What will people generally consider in order to decide which products to buy? People generally consider both tangible attributes and intangible attributes of a product. For example, when you buy a pair of jeans, you consider price, brand, store image, and style before you buy.
2015-4-5
顾渝-商务英语谈判 Chapter 6
3
6.4 Words and Expressions
Please learn this section before you begin learning this Chapter.
2015-4-5
顾渝-商务英语谈判 Chapter 6
4
6.1 Before You Begin
2015-4-5
顾渝-商务英语谈判 Chapter 6
5
6.1 Before You Begin
6.
7.
8.
9.
10.
How to define “customer” and “brand”? What is the relationship between the two? How to define “central selling point”? How to concentrate on potential customers when describing a product? How can the sellers convince the buyers to take prompt action to buy? Why should business buyers visit the seller’s company?
2015-4-5 顾渝-商务英语谈判 Chapter 6 12
6.1 Before You Begin
8. How can the sellers convince the buyers to take prompt action to buy? Sellers must persuasively answer buyers‟ questions in order to convince the buyers to take prompt action to buy, for example, by giving scientific evidence or context for comparison. Claims of superior quality of a product imply that objective data exist to support the statements. Better, faster, easier, and similar terms imply a comparison.
2015-4-5
顾渝-商务英语谈判 Chapter 6
8
6.1 Before You Begin
3.
Can you give some examples to show the “benefits” of products? Different products have different benefits for the customers, such as the security of a product, or an enhanced selfimage brought to the customers by a product.
English for Business Negotiation 商务英语谈判
Chapter 6 – Product Description
顾 渝 对外经济贸易大学出版社
2015-4-5
顾渝-商务英语谈判 Chapter 6
1
PART ONE PRE-NEGOTIATI百度文库N
2015-4-5
顾渝-商务英语谈判 Chapter 6
2
CHAPTER 6 Product Description
Objectives Gain knowledge of the buyer behavior and the messages sellers should convey to buyers about their products Learn how to help make purchase decision as a buyer by communicating effectively with the seller Be familiar with the useful expressions and terms used in product description Learn the skills and key points in getting and giving information on products through cases and case analysis
2015-4-5
顾渝-商务英语谈判 Chapter 6
10
6.1 Before You Begin
5.
How to define “customer” and “brand”? What is the relationship between the two? Customers are individuals‟ organizations who have purchased or used products from the marketing organization in the past or who are likely to do so in the future. A brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. From a customer standpoint, however, a brand is much more than its name or identifying elements: it is the entire bundle of perceptions, associations, and attributes that the consumer experiences when considering, purchasing, or using the brand. It is the customer who determines what a business is.
2015-4-5
顾渝-商务英语谈判 Chapter 6
9
6.1 Before You Begin
4. What knowledge should sellers know about their customers? How to get the knowledge? „Knowing‟ includes their demographics[个人背景], their buying cycles, their budget requirements, their price sensitivity, their experience with similar offerings, etc. You can only know these things by asking.
2015-4-5
顾渝-商务英语谈判 Chapter 6
7
6.1 Before You Begin
2. Why should companies develop new products? New products pump life into company sales, enabling it not only to survive but also to grow. Products can be a company‟s most important asset. If a company‟s products do not meet customers‟ desires and needs, the company will fail unless it makes adjustments. Companies like Samsung and Apple (electronics), Dow (chemicals 美国陶氏化学), Master Kong(foods) get most of their profits from new products.
2015-4-5
顾渝-商务英语谈判 Chapter 6
13
6.1 Before You Begin
9. Why should business buyers visit the seller’s company? Certain products, such as industrial equipment, have unique characteristics and may vary with regard to condition. Business buyers of such products must base purchase decisions on inspection. Before large orders are granted to the seller, it is advisable that the buyer should visit the seller‟s company and check the details related with the goods.
2015-4-5
顾渝-商务英语谈判 Chapter 6
11
6.1 Before You Begin
6. How to define “central selling point”? Central selling Point, or Unique Selling Point (USP), is what sets you apart from your competitors, what makes your customers want to do business with you rather than your competitors.
1. 2. 3.
4. 5.
What will people generally consider in order to decide which products to buy? Why should companies develop new products? How can attracting the “attention” of potential customers be the first step of the marketing mix? Can you give some examples to show the “benefits” of products? What knowledge should sellers know about their customers? How to get the knowledge?