商务英语综合教程册(marketing)单元教师用书(含练习答案).docVIP

商务英语综合教程教师用书 第三册第单元 Marketing Warm-up Activities 1b 1-g 2-f, 3-a, 4-m, 5-j, 6-b, 7-l, 8-k, 9-n, 10-e, 11-o, 12-c, 13-d, 14-i, 15- h. 2．Listening A As a new exporter, how do you know where to find an __overseas____ _market_____ for your products? Even you are an old exporter, there still remains the question of finding new markets for your new products or maybe to _expand_ market __ _share__ of your old products. To answer this question is one of the objects of _market_ _research_, which is so vital to success in overseas markets. To look for a good market, an exporter must consider such factors as _political_ and economic conditions, physical and climate conditions, social conditions, _traditions_ and _customs_, existing products and _structure_ of trade_, geography and communications, legal aspects and so on. For example, countries with different political and economic systems take different attitudes toward foreign trade and their policies related to _import_ and _export_, ____foreign_ _exchange_ _control_, _customs_ _duties_ may greatly affect the demand for your products. For another example, if there is low standard of living with poor _wage_ _levels_, say in some parts of Africa, there may be no market at all for _automobiles_ or other _luxurious_ _products_. Tape script: B: Most management and marketing writers now distinguish between selling and marketing. The ‘selling concept’ assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The ‘marketing concept’, on the contrary, assumes that the producer’s task is to find wants and fill them. In other words, you don’t sell what you make, you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. Marketers are consequently always looking for market opportunities-profitable possibilities of filling unsatisfied needs or creating ne