自编商务英语阅读教材.docx

自编商务英语阅读教材.docx

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自编商务英语阅读教材

商务英语精度/阅读教材

●THEMARKETINGMIX:

THEFOURPS

●TYPESOFPRODUCTS

●ADVERTISING

●INTRODUCTIONTOCOMPANIES

●ACCOUNTINGANDFINANCIALSTATEMENTS

●FUNCTIONSOFGLOBALFINANCIALSYSTEMANDTHEFINANCIALASSETS

●BASICPROCEDURESOFEXPORTBUSINESS

●COMMONTYPESOFBANKS

●GETTINGPAIDWHENSELLINGOVERSEAS

●BACK-TO-BACKLETTEROFCREDIT

●LETTERSOFCREDIT-ADVISEDVS.CONFIRMED

●WHATDOESREDCLAUSELETTEROFCREDITMEAN?

●STANDBYLETTEROFCREDIT

●BUYCIFORBUYFOB

●EXPLANATIONSOFSOMEFOREIGNTRADEDOCUMENTS

●HOWTOREADCANDLESTICKCHARTS

●ALOOKATPRIMARYANDSECONDARYMARKETS

●MUTUALFUNDS

●THEECONOMISTEXPLAINS

●WHATISQUANTITATIVEEASING?

●THEEUROPEANDEBTCRISIS:

ABEGINNER’SGUIDE

●WHATISTHEEUROPEANDEBTCRISIS?

●MORTGAGEBASICS

THEMARKETINGMIX:

THEFOURPS

Thevarietyofsmallermarketsegmentswithintheconsumerandbusinessmarketisenormous,andthefirmthatisgoodattargetmarketingwillhaveavaluableedgeoveritscompetitors.Butidentifyingthemarketisonlypartofthetask.Theotherbasicelementinanytotalmarketingprogramisthemarketingmix.

Themarketingmixcanbedefinedastheblendofproduct,price,promotion,andplacement（ordistribution）thatsatisfiesthedemandsofthechosenmarketsegment.ThefourPshavetofitcloselytogether.And,asweshallsee,thekeytoeffectivemarketingistheabilitytoadjusteachofthefourfactorsinresponsetothedemandsofthetargetmarket.

Product

Abusinessperson’sfirstmarketingdecisionconcernstheproductsorservicesthatwillattractcustomersinthetargetmarket.Thekeyistodetermineconsumers’needsandwantsandtranslatethemintodesirableproductsandservices.Risingcrimerates,forexample,havecreatedatargetmarketamongsmallbusinessesforagrowingnumberofsecurityservices.Similarly,therapidincreaseinthenumberofworkingwomenhasinspiredclothingmanufacturerstoincludemorehigh-pricedladies’suitsintheiroverallproductmix:

manywomenhavediscoveredtheyneedto“dressforsuccess”justthewaymendo.

Changingconditionsrequirethecontinuousreevaluationofproductlines.AtProcter&Gamble,alertexecutivessawrisingdetergentcostsasathreattocontinuedhigh-volumeusageoftheirproductsinthehomeandaddedtotheirlistofproductsanumberofcloth-substitutepaperproducts,includingPampersdisposablebabydiapers.PampersnowoutsellP&G’sTidedetergent.Inaddition,P&Ghasrespondedtotherisingcostsofrawmaterials,suchascoconutoil,byreformulatingbarsoapsandotherproductswithmuchlessexpensiveoils.Inthesteelindustry,increasedimportshaveconvincedU.S.Steel,Armco,andNationalSteel,amongothers,tobeginentirelynewbusinessesinchemicals,insurance,andbanking.

Afterpickingtheproductstobedevelopedbusinesspeoplemakeothermarketingdecisionsabouteachone.Theseincludeselectingabrandname,designingapackageandestablishingaproductguarantee.

Price

Havingmadethebasicdecisionsabouttheproductline,themarketingmanagermustdecidehowthecompanyshouldpriceitsproducts.Perhapsapolicybasedonlowpriceswillincreaseprofitstothegreatestpossibleamount.Supermarketshaveusedthistacticsuccessfullyontwolevels.Mostofferunbranded.so-calledgenericproductsatthelowestpriceandoffertheirownbrand,usuallyataslighthigherprice,inadditiontothehighest-pricecommercialbrands.Ontheotherhand,thedesirabilityofsomeproductsdependsonahigh-qualityimage,whichahighpricehelpstoconfer.CurtisMathesbrandtelevisionsareadvertisedasthe“themostexpensivetelevisionsetinAmerica.Andworthit.”

Promotion

Veryoftenthemostimportantdecisionamarketingmanagermakesishowthemanufacturershouldinformprospectivecustomersaboutitsproducts.Thisinvolvespromotion,whichincludesthesalesapproach.Somemarketingstrategists,likethoseatAvonProducts,maydecidetoemphasizedirectsellingandspendmostoftheirpromotiondollarstotrainandpaysalespeople.Others,likeproducersofsoapandheadacheremedies,promotetheirproductsthroughadvertising,primarilyontelevision.Departmentstoresalsospendheavilyonadvertising,buttheychoosenewspapersasthemosteffectivemedium.Thealternativesaremanyandthechoicemaydeterminethesuccessofamarketingeffort.

Placement

Thefourthelementinthemarketingmixisplacement（ordistribution）:

howthemanufacturergetsitsproductstothecustomers.Transportationisthemajorfactorhere,butplacementalsoentailsdecisionsaboutdistributionoutlets.Tupperware,forexample,distributesdirectlytotheconsumerthroughitspartyapproach.Mostapparelcompanies,ontheotherhand,selltoretailers,whoreselltoconsumers.Somemanufacturersemploymultipleplacementsystems.ThustheWhirlpoolCorp.sellstheWhirlpoolbrandofappliancestodealersfordistributiontosalesoutletsanditalsomakestheKenmorebrand,whichitshipsdirectlytoSears.Searsitselfsellsthroughitsstoresandbycatalog.HartSchaffnerMarxmakessuitsandsportswearforindependentretailersbutalsomakesthemavailabletoconsumersthroughitsownretailstores,includingWallach’sandBaskin.Inshort,therearemanywaysofdistributinggoods.

TheRightCombination

Findingthebestmixofproduct,price,promotion,andplacementhasbecomeanincreasinglycomplextaskformostbusinesses.Marketingdirectorshavefoundthateventhemostsubtlechanges—intheshapeorcolorofpackaging,forinstance,orthewaytheproductisdisplayedinastore—canhaveadecisiveimpactonaproduct’ssuccess,quiteapartfromitsactualquality.Ineffect,youmayhavebuiltabettermousetrap,butunlessyoupackageitwell,setupgooddistribution,targetyouradvertisingappropriately,andofferagoodwarranty,theworldwon’tnecessarilytakenotice.

TYPESOFPRODUCTS

Aclassificationofproductsmustbemade,sothattheyaretobemarketedappropriately.Thisclassificationwilldeterminemanystrategiesforhandlingaproduct.Fromthephysicalpointofview,aproductmaybetangible,likeyourclothing,orintangible,likelifeinsurancepoliciesorsharesofstock.Thetangibleitemsareusuallycalledproductsorgoods,whiletheintangibleonesarecalledservices.Tangiblegoods,inturn,canbeclassifiedasdurableandnondurablegoods.

DurableGoods

Durablegoodshavephysicalqualitiesandusesthatpermitthemtolastarelativelylongtime.They’redesignedtobeusedupoveranextendedperiodoftimeandaremadeofmaterialsthatwilltakeconsiderablewearandtear.Forexample,youprobablyownsomedurablegoodsasacar,tapedeck,orTVsetthatshouldremainusableforseveralyears—oratleastuntilthewarrantyrunsout.Housesarebuilttolastthirtytofiftyyearsormore.Refrigeratorsandmattressesbothhavealifeexpectancyofabouttwentyyears,andqualityjewelry,silverware,china,andfurniturearefrequentlyhandeddownfromonegenerationtothenext.

NondurableGoods

Nondurablegoods,ontheotherhand,havephysicalqualitiesandusesthatcausethemtobeusedquicklyoronlyafewtimes.Inotherwords,they’remadetobeusedup.Food,flowers,oil,gasoline,cosmetics,batteries,paper,pencils,newspapersareexamples.

ConsumerGoods

Durablegoodscanbefurtherclassifiedaseitherconsumergoodsorindustrialgoods,eachofwhichrequiresadifferentsetofmarketingstrategies.Consumergoodsareusedbytheconsumerorhouseholdthatbuysthemandcomeinaready-to-useformthatcallsfornofurtherindustrialorcommercialprocessing.Onthebasisofhowmucheffortaconsumertakestoobtainthem,consumergoodscanbefurthersubdividedinto

（1）conveniencegoods,

（2）shoppinggoods,and（3）specialtygoods.

Conveniencegoodsaresoldtotheconsumerwhoseshoppingtimeislimitedandwhobuysthemoften,routinely,quickly,andinanyoutletthatcarriesthem.Examplesarecandybars,cigarettes,milk,bread,anddetergent.Thefirsttwooftheseareoftenimpulsegoods,boughtonsighttosatisfyaneedthatisstronglyfeltatthemoment.

Shoppinggoodsaren’tboughtveryoften,areboughtonlyaftertheconsumerhascomparedtheirfeatureswiththoseofcompetingbrands,andarefoundinonlyafewstoresinonearea.Thesegoodsusuallyhaveahigherunitpricethanconveniencegoods,andanindividualsalesperson,ratherthanacashier,maybeneededtosellthem.Examplesofshoppinggoodsareautomobiles,furniture,men’ssuits,ladies’wear,shoes,andmajorappliances.

Specialtygoodslikeprestigeautomobiles,photographicequipment,finejewelry,andhigh-fashionclothingandfurnitureareboughtbyconsumersafteraspecialshoppingeffort.Theyareboughtinfrequentlyandaregenerallyavailableonlyinexclusiveoutlets.They’reusuallyhigh-priced,butpriceisn’tthemainconsiderationofaconsumerbuyingthem.Aconsumerisoftenwillingtogooutofthewaytofindacertainbrand.Specialtygoodsprovethepointthatgoodsareoftenconsiderednotjustfortheirphysicalqualitiesbutalsofortheeconomicutility,egoenhancement,status,andsatisfactiontheycarrywiththem.Forexample,whenpeoplebuyanewcar,theymaywantitnotjustforbasictransportationbutalsoforstatusrecognitionorprestige.You’veprobablyfiguredoutthatthisclassificationofconsumergoodsisfarfromrigid.Itmaydifferaccordingtoabuyer’sintentorwishes.Asconsumers’incomesandbuyinghabitschange,oraspricesdrop,goodsshiftfromoneclassificationtoanother.Usuallytheyshiftdownward,fromthespecialtytotheshopping,orfromtheshoppingtotheconveniencegoodscategory.E.g.Televisionsetsandmicrow