商务英语综合教程第二册课件胡富茂主编 ISBN9787566304629 PPTunit 6.pptx

Unit 6 Products and Service;Content;Warm-up activities;Product Anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Service Any activity or benefit that one party can offer to another that is essentially intangible and does not result in ownership of anything.;;;Three levels of product;;;;;;Continuum of Goods and Services;Product and Service Classifications; A group of products that are closely related because they may: function in a similar manner be sold to the same customer groups, be marketed through the same types of outlets fall within given price ranges ;Line stretching: adding products that are higher or lower priced than the existing line downward, upward, both directions (risk?) Stretching a line to the lower end of a market may damage a company’s image for quality. Conversely, companies making cheap products might not convince the market that the can also make quality products. ;Line filling: adding more items within the present price range Companies might fill their product lines in order to compete in niches previously occupied by competitors, or in order to use spare production capacity. e.g. solar-powered, water-proof, MiniDisc Walkman ;Text Analysis;Text Analysis;Text Analysis;Text Analysis;Text Analysis;Text Analysis;Exercise:I. Answer the following questions according to the text:;In general, what may product refer to? What is tangible product and intangible product？ What is the meaning of a product line? In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services. A tangible product is any physical product that can be touched like a computer, automobile, etc. An intangible product is a non-physical product like an insurance policy. A product line means a group of products that are closely related, either because they function in a similar manner, are sold t