商务英语实训教程上册上册 unit 11 Product Life Cycle教师参考.ppt

教师用书 Unit（11）Product Life Cycle Pre-reading questions What do you know about product life cycle? The product life cycle goes through many phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures; To say that a product has a life cycle is to assert four things: 1) that products have a limited life, 2) product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller, 3) profits rise and fall at different stages of product life cycle, and 4) products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage. 【文本翻译】 产品周期 理解产品周期很重要，因为它影响市场销售。产品生命周期有四个阶段。 1.引入期：在引入期，公司介绍新产品，建立产品知名度和开发市场。这个阶段包括：（a）产品：品牌建立；（b）低定价以占领市场份额；（c）选择性分销充分地把产品介绍给消费者。（d）向革新消费者和早期接受者促销。营销策略是建立产品知名度和向消费者教授产品知识。 产品周期 2.成长期：在成长期公司建立品牌并且提高市场份额。保证产品质量并进行必要的改良。定价要保证公司尽可能获得更多的市场份额和新的消费者。随着需求增长和消费者接受产品，要增加分销渠道。增加促销力度并志在整个目标市场展开促销。 3.成熟期：在成熟期，强劲的增长速度平稳下来。竞争加强。要加强产品特色以区别竞争者。由于竞争的加剧，可以降低定价。分销增加和为消费者提供更多的刺激消费。现在促销包括产品分化。 产品周期 4. 衰退期：随着销售下降，公司可以选择继续销售，也许可以重新包装，重新设计和通过加入新特点，开发新的功能进行更新换代；或者终止产品或者把该产品卖给另一家愿意继续销售的公司。 New Words 词汇教学重点： 1. adopter[?‘dɑ?pt?r] 例句1：The adopter may only adopt one child.收养人只能收养一名 子女。 例句2：We should adopt the consumers‘ suggestion.我们应该接受用 户的建议。 2. awareness[?w??nis] 例句1：Implement environment risk management, promote environmental awareness. 实施环境风险管理，推广环 保意识。 例句2：The trend comes amid growing awareness of mental- health problems in small children. 眼下大众对少儿心 理健康问题的关注意识越来越强。 3. decline [d?kla?n] 例句1：I wish prices would decline.但愿物价下降。例句2：The price of 14 inches TV set declined from 400 to 320 yu