商务英语课件谢毅斌 ISBN9787811342208 PDFeng451j_ja_23.pdfVIP

《商务英语》 授课教案 Chapter 23 Export Marketing I. Objectives To be fully aware of the necessity of export marketing and communications; 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 Exporting is the process of providing the right product, in the right place, at the right time, at the right price, in which there must be many variables. This chapter gives you some instructions on how to understand the consumers and their needs. 出口营销是一种在适当地点、适当时间以适当价格提供适当产品的过程。在这个过程中一定有 很多不确定的因素。如何了解消费者和市场需求？本章将给你一些指导。 III. Main points of the text 1. the definition of exporting 2. many variables in exporting 3. exproting to meet the needs of customers IV. Background and terminology 1. customer satisfaction 顾客满意度 2. physical distribution 物资流通，货物流通 Transportation and storage 3. end user 最终用户，制成品的最终消费者 4. marketing channel 销售渠道 5. marketing mix 营销组合 “The marketing mix” means factors that help a company or firm sell its products. Four elements are normally distinguished: getting the right product to the market; selling the product at the right price; ensuring that the promotion is right—that is, advertising and marketing for the product; and ensuring that the product is distributed to the most convenient place for customers to buy it. “营销组合”是指有助于 公司推销其产品的各种因素。通常有四种要素要区分开来：将适当的产品投入市场；以适合的 价格销售产品；确保促销方法适当—— 即广告和营销方式要得当；确保产品发送到客户最方便 购买的地方。 1