国贸英语chapter 7—text—交易前准备、市场调研和制定销售计划.docVIP

Unit 7 Preparation, Market Research, and Making a Sales Plan 交易前准备、市场调研和制定销售计划 Exporters, importers and forwarders(运输商) have a lot to do in order to compete effectively in foreign markets. This article shows how a company checks its resources, finds out what demand there may be for a product or service and keeps itself well informed through market research and market analysis. The strategy and tactics(策略) for making and operating a sales plan also going to be explained. 为了在国外市场上更有效地竞争，出口商、进口商和运输商要做很多准备。本文展示一个公司如何核算它的资源，怎样发现某一产品或服务的需求情况，以及如何通过市场调研和分析使自己信息灵通。文章还将阐述制定和执行销售计划的策略和技巧。 Key terms: desk research 案头研究 market intelligence 市场情报 market share 市场份额 cashflow forecast 现金流预测 For successful companies trading is about long-term survival (生存) and profitability(盈利能力). 对于成功的公司来说，贸易意味着长期生存和盈利。To have a chance of success, all exporters, importers and forwarders(运输商)need to carry out an internal audit of company resources and take a realistic(现实的) look at their business in any of the following five aspects:要想获得成功，进出口商和运输商就需要对公司资源进行内部核算，并从以下五个方面对公司做一个切合实际的评价：①the actual competitive position,在实际竞争中的地位②the profit potential of their business,公司的赢利潜能③those risks facing their business which could undermine (破坏；损失)profits,公司所面临的损失利润的风险④the probable impact of new technology and new products,新技术、新产品将会带来的影响，⑤and the probable arrival of new competitors in the market.以及市场上有可能遇到的新的竞争对手等。 All exporters, importers and forwarders will need to invest in communications, language skills, and time delay of cash receipts(收入；收据)before getting，or placing ,any orders, or before becoming profitable.进出口商和运输商在订购或拿到订单之前或者说是赢利之前需要在交流、语言技能和资金收入的时间延迟方面进行投资。The allocation(分配) of the investment in these three areas may vary as between exporting, importing and forwarding, depending on the nature of the products, the countries concerned and the contractual(合同的)arrangement between the parties. 三个领域内的投资分配在出口、进口和运输中有所不同，它主要取决于产品的性质、涉及的国家以及双方签订的合同。But,