新编商务英语泛读book 3 unit 1 A
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
• If new details of design, color, or texture are continually introduced, interest in the fashion may be kept alive longer.
• When strong distaste for a style has set in and it can no longer be sold at any price, the fashion is in its obsolescence stage.
• Besides price-changing, are there any other factor (s) influencing the revenue?
• (customers; competition; general economic conditions; etc.)
• What does a marketer do to ensure an effective price of his product?
Paragraph 9 - 11
• What aspects do the costs and expenses of a product include? (production costs & operating costs) ➢expenditure in making the product ➢employees’ wages ➢shipping charges (运输费用) ➢advertising & selling costs ➢business taxes ➢costs of major accessory equipment & operating supplies ➢research & development costs
Seasonal merchandise
• merchandise for different seasons or special festivals, such as Valentine’s Day, Easter, Back to School, Halloween, Baking Season and Christmas.
• 1954年，詹姆士·麦克拉摩(James Mclamire)及大卫·艾杰敦(David Edgerton)在美国佛罗里达州迈阿密共同经营创设第一家 Burger King 餐厅。两位“汉堡王”创办人始终抱持着要提供给顾客合理 的价格、高品质的产品、快速的服务以及干净的环境的理念。“ 汉堡王”遍布于美国的各个角落。
➢ a measure of quality ➢ a competitive device ➢ determining profits for the marketer
Paragraph two
• What are the different reactions of customers towards the change of price?
• What do you think is the most important factor that affects the price of merchandise?
Structure of our text
Pricing
Importance of Price
determining profits
Marketing Mix (4Ps)
• Product • Price • Placement (or, Distribution) • Promotion • This will be discussed in great detail in
Unit 3
Burger King 汉堡王
• Burger King是美国最大的fast food连锁之一，和 Mc和 KFC号称三 巨头。在全球61个国家及地区拥有超过11,220间分店。
Paragraph four - six
• What’s the formula mentioned in this paragraph? ➢ revenue = price per item * quantity sold
• Based on this formula, how can a marketer increase the sales revenue?
• Promotional activities such as designer appearances, institutional advertising, and charity fashion shows, which will appeal to the fashion leaders of the community and also enhance the store’s fashion image.
• pricingБайду номын сангаас• promotion • distribution • marketing mix • inferior • sales revenue • operating supplies • break-even point • seasonal merchandise • substitute • retailer • purchasing power • equilibrium price
Unit One Pricing
Discussion
• Suppose you have developed a new product, how will you fix its price? What elements will you put into consideration?
• (e.g. its own value; its packaging; the competitor’s price; the potential market; etc.)
• (to lower the price per item) • Usually, some other factors will be
combined with price-changing in selling. Can you name some of them. (changing display location; increasing advertising; etc.)
Fashion merchandise
• Being able to recognize and predict the different stages is vital to success in both the buying and the selling of fashion.
• Every fashion cycle passes through five stages: (1) introduction, (2) rise, (3) culmination, (4) decline, and (5) obsolescence.
• “火烤汉堡”最具特色；提供更多青菜及水果；提供个性化汉堡
• “汉堡王”目前在亚洲的新加坡、日本、韩国、泰国都有门店， 进军内地市场之前，“汉堡王”已经在我国的台湾和香港地区开 设了门店。2005年6月27日，“汉堡王”在中国内地的第一家门店 在上海静安区开业。
Vocabulary
• 定价 • 促销 • 经销 • 销售组合 • 质量次的 • 销售总收入 • 营业用品 • 盈亏平衡点 • 季节、时令性商品 • 取代；代替 • 零售商 • 购买力 • 均衡价格
• (too high – not worth; too low inferior)
• In the opinion of customers, what is the relationship between price and quality?
Paragraph three
• What’s the general practice of a marketer when faced with a large stock of products?
a measure of a competitive
quality
device
Factors Affecting Price ( 5 factors)
Reading Comprehension
• Para 1 – 6 • How important is price to product-selling?
Paragraph 19 - 21
• What is supply ? • How do the changes of supply and
price interact? Or: How does the change of price influence supply? And vice versa? • What is equilibrium price ? Will it change?
• (extra service: credit; gift wrapping; salespeople; etc.)
Paragraph 17 - 18
• What is the brief definition of demand according to our passage?
• How do the changes of demand and price interact? Or: How does the change of price influence demand? And vice versa?
• (collect all useful information; watch the reactions of customers & competition; adjust the price)
Para. 7 - 21
• What are the factors mentioned in our text that affect pricing? ➢ cost & expenses ➢ fashion & seasonal appeal ➢ competition ➢ supply & demand ➢ government pricing concerns
Paragraph 14 -15
• What aspects of competition should a marketer pay attention to?
• (3: similar products; substitute products; dissimilar products)
• What’s the substitute way to make up for the higher charge by a retailer compared with a discount store?
• What is the “break-even point”? And what is its significance in selling?
• (begin to make a profit after reaching this point)
Paragraph 12 - 13
• How does the price of fashion merchandise and seasonal merchandise change?
• When strong distaste for a style has set in and it can no longer be sold at any price, the fashion is in its obsolescence stage.
• Besides price-changing, are there any other factor (s) influencing the revenue?
• (customers; competition; general economic conditions; etc.)
• What does a marketer do to ensure an effective price of his product?
Paragraph 9 - 11
• What aspects do the costs and expenses of a product include? (production costs & operating costs) ➢expenditure in making the product ➢employees’ wages ➢shipping charges (运输费用) ➢advertising & selling costs ➢business taxes ➢costs of major accessory equipment & operating supplies ➢research & development costs
Seasonal merchandise
• merchandise for different seasons or special festivals, such as Valentine’s Day, Easter, Back to School, Halloween, Baking Season and Christmas.
• 1954年，詹姆士·麦克拉摩(James Mclamire)及大卫·艾杰敦(David Edgerton)在美国佛罗里达州迈阿密共同经营创设第一家 Burger King 餐厅。两位“汉堡王”创办人始终抱持着要提供给顾客合理 的价格、高品质的产品、快速的服务以及干净的环境的理念。“ 汉堡王”遍布于美国的各个角落。
➢ a measure of quality ➢ a competitive device ➢ determining profits for the marketer
Paragraph two
• What are the different reactions of customers towards the change of price?
• What do you think is the most important factor that affects the price of merchandise?
Structure of our text
Pricing
Importance of Price
determining profits
Marketing Mix (4Ps)
• Product • Price • Placement (or, Distribution) • Promotion • This will be discussed in great detail in
Unit 3
Burger King 汉堡王
• Burger King是美国最大的fast food连锁之一，和 Mc和 KFC号称三 巨头。在全球61个国家及地区拥有超过11,220间分店。
Paragraph four - six
• What’s the formula mentioned in this paragraph? ➢ revenue = price per item * quantity sold
• Based on this formula, how can a marketer increase the sales revenue?
• Promotional activities such as designer appearances, institutional advertising, and charity fashion shows, which will appeal to the fashion leaders of the community and also enhance the store’s fashion image.
• pricingБайду номын сангаас• promotion • distribution • marketing mix • inferior • sales revenue • operating supplies • break-even point • seasonal merchandise • substitute • retailer • purchasing power • equilibrium price
Unit One Pricing
Discussion
• Suppose you have developed a new product, how will you fix its price? What elements will you put into consideration?
• (e.g. its own value; its packaging; the competitor’s price; the potential market; etc.)
• (to lower the price per item) • Usually, some other factors will be
combined with price-changing in selling. Can you name some of them. (changing display location; increasing advertising; etc.)
Fashion merchandise
• Being able to recognize and predict the different stages is vital to success in both the buying and the selling of fashion.
• Every fashion cycle passes through five stages: (1) introduction, (2) rise, (3) culmination, (4) decline, and (5) obsolescence.
• “火烤汉堡”最具特色；提供更多青菜及水果；提供个性化汉堡
• “汉堡王”目前在亚洲的新加坡、日本、韩国、泰国都有门店， 进军内地市场之前，“汉堡王”已经在我国的台湾和香港地区开 设了门店。2005年6月27日，“汉堡王”在中国内地的第一家门店 在上海静安区开业。
Vocabulary
• 定价 • 促销 • 经销 • 销售组合 • 质量次的 • 销售总收入 • 营业用品 • 盈亏平衡点 • 季节、时令性商品 • 取代；代替 • 零售商 • 购买力 • 均衡价格
• (too high – not worth; too low inferior)
• In the opinion of customers, what is the relationship between price and quality?
Paragraph three
• What’s the general practice of a marketer when faced with a large stock of products?
a measure of a competitive
quality
device
Factors Affecting Price ( 5 factors)
Reading Comprehension
• Para 1 – 6 • How important is price to product-selling?
Paragraph 19 - 21
• What is supply ? • How do the changes of supply and
price interact? Or: How does the change of price influence supply? And vice versa? • What is equilibrium price ? Will it change?
• (extra service: credit; gift wrapping; salespeople; etc.)
Paragraph 17 - 18
• What is the brief definition of demand according to our passage?
• How do the changes of demand and price interact? Or: How does the change of price influence demand? And vice versa?
• (collect all useful information; watch the reactions of customers & competition; adjust the price)
Para. 7 - 21
• What are the factors mentioned in our text that affect pricing? ➢ cost & expenses ➢ fashion & seasonal appeal ➢ competition ➢ supply & demand ➢ government pricing concerns
Paragraph 14 -15
• What aspects of competition should a marketer pay attention to?
• (3: similar products; substitute products; dissimilar products)
• What’s the substitute way to make up for the higher charge by a retailer compared with a discount store?
• What is the “break-even point”? And what is its significance in selling?
• (begin to make a profit after reaching this point)
Paragraph 12 - 13
• How does the price of fashion merchandise and seasonal merchandise change?