商务英语课件谢毅斌 ISBN9787811342208 PDFeng451j_ja_10.pdfVIP

《商务英语》 授课教案 Chapter 10 Product Life Cycle I. Learning Objectives To understand the importance for an exporter to know product life cycle; To know the ways and purposes of product adaptation and presentation To define packaging and labeling as well as illustrate their functions in business To grasp the main idea and the structure of the text; To master the usage of key special terms, words and phrases in this chapter; To conduct a series of listening, speaking, reading, writing and translating activities concerned with the theme of the chapter. II. Introduction The product life cycle describes the stages a new product idea goes through from beginning to end and shows the sales of a product over time, which is useful to decide what marketing needs to be carried out for the product at different stages. Therefore, a thorough understanding of product life cycle is doubly important to an exporter. 像人类一样，任何产品都有自己的生命周期。产品生命周期揭示了产品销售历史中的不同阶 段。与各个阶段相对应的是与营销策略和利润潜量有关的不同的机会和问题。公司可通过确 定其产品所处的阶段或将要进入的阶段制定更好的市场营销计划。因此，正确认识产品的生 命周期，可以用一种长远的眼光进行决策，能达到较好的长远效果，从而带来长期的收益。 III. Main points of the text 1. the importance of deciding on a product strategy 2. the distinction between products and product lines 3. four stages of all products in a given market 4. introduction stage 5. growth stage 6. maturity stage 7. decline stage IV. Background and terminology 1. Product Life Cycle the stages through which a product passes from development to being withdrawn from the market, which was developed by Raymond Vernon, a professor at Harvard University, in 1966 产品生命周期 是1966 年由哈佛大学雷蒙德·弗农教授研发出来的。 1