Distributor经销商

COMMERCIALENGLISHLecturer:KuaiZhenhuaMarch4th,2005Unit1WHYEXPORTWordsandexpressionsHistoryoftradingDefinitionofexportingBenefitofexportingMajorfeaturesofexportingQuestions&testsWordsandexpressionsUsefulwordsandphrases1.atgreatrisk2.handsomeprofit3.Tomeetthechallenge4.Inthecaseof5.Benefit…by…6.Promotion7.Visibletrade/invisibletrade8.Togivecredittosomeone9.Inexistence10.TechnologicaladvanceKeyphrasesHistoryoftradingThedefinitionoftradingThepurposeoftrading(Whydopeopletrade?)HistoryoftradingDefinitionofexportingExportingisanextensionoftradingwiththecustomerlivinginanothercountry.Whydopeoplewanttotradewithpeopleinothercountriessincepeoplecantradewithintheirowncountry?ScarcityComparativeAdvantageComparativeadvantagesThetheoriesbeforecomparativeadvantageMercantilism.AdamSmith----AbsoluteAdvantageeg1.Table(1-1)U.S.U.KWheat(bushels/man-hour)61Cloth(yards/man-hour)45Ricardo----thelawofcomparativeadvantage.eg2.Table(1-2)U.S.U.K.Wheat(bushels/man-hour)61Cloth(yards/man-hour)42BenefitofexportingBetteruseofnationalresourcesTechnologicaladvanceForeignexchangeearningsBalanceofpaymentsMajorfeaturesofexportingExportingisforprofitExportinginvolvesrisksQuestions&Test1)Whatistrading?Whatisthepurposeoftrading?Whatisexporting?2)Whydopeoplewanttotradewiththeothersoutsidetheircountry?Whattheoryisexportingbasedon?3)Whatisscarcity?Giveanexample4)Whatdidmercantilistsmaintain?Howdidtheymeasurethewealthofanation?Howaboutnow?Whatdidmercantilistsadvocate?Why?5)Whatisabsoluteadvantage?Explainitbyexample.6)Whatiscomparativeadvantage?Explainitbyexample.7)Whatarethemajorbenefitsofexporting?8)Whatarethemajorfeaturesofexporting?TestOneTranslatethefollowingsentences1)Thetheoryofcomparativecostpointsoutthattradebetweencountriescanbeprofitableforall,evenifoneofthecountriescanproduceeverycommoditymorecheaply.2)Comparativeadvantagehasledcountriestospecializeinparticularproductsandtomass-produce.3)Thetheoryofcomparativeadvantagestatesthatifeachcountryspecializesinproductsinwhichithasacomparativeadvantage(greatestrelativeefficiency),tradebetweenthesecountrieswillbemutuallyprofitable.Unit2WHATISEXPORTINGWordsandexpressionsThesubjectofexportingTheobjectofexportingTheplaceofexportingThetimeofexportingThetechniquesofexportingI.WordsandExpressions1.Produce----farmproduce,nativeproduce2.Prospective/potential/promisingcustomer3.4rights--Rightproduct,Rightprice,Righttime,Rightplace4.Wellaccepted--well-known,well-educated,welldressed.5.Marketresearch6.Marketingmix----product,publicity,price,promotion7.Distributor经销商,wholesaler批发商retailer零售商8.Promotion---promotionstunt,salespromotion,promotionconfirmation,promotioncontractGeneralRemarkTheusageoftheword“against”1)Heisagainsttheplan.2)Heisleaningagainstthedoor.3)Theproductsarecoveredagainstthefire.4)TheexchangerateofRMBYagainstUSDis8.3to1.5)D/A,D/P.Thedefinitionofexporting:4rightsareinvolved.Therightproduct,therightprice,therighttime,therightplace.Marketingmix----营销组合1)adapt….To….2)varyin…..3)Thecomplexstructure:Theexporter…findshimselffacing….II.TheSubjectofExporting•1.Awell-trainedexportsalesfleet•Thenecessaryqualitiesofaqualifiedsalesman:--honesty--reliability--imaginatively--hard-working--cooperation--intimationwiththetradeoutlets--fullawarenessofexporttechniquesTheSubjectofExporting(2)1.Awell-trainedexportsalesfleet2.Themanagement3.Theforeigncustomer4.Thecompetitors5.Themiddleman:importers,distributorsandwholesalersretailers.LanguagePointsPickup:toselectShepickedupapurseonthegroundyesterday.Hehaspickedupthetextdeeply.Ipickedupthebookinmyhandtightly.Icanpickyouupwhenyoucallme.Beawareof/that….Beconsciousofsth.Infavorof:1)favorvs.favorable,2)dofavortovs.doharmtoTheverycustomer:rightLocatingtheforeign…ismorecomplicatedthanfinding…..III.TheObjectofExportingThedefinition:TheobjectofexportingreferstotheproductstobeexportedCasestudy1.Coco-colacompany2.AnAmericangolf-ballfactory3.Red-crownedcraneConclusion:ThequalityisasimportantaspresentationandonlythequalityensuresrepeatsalesLanguagePoints1.Thefirststepinshaping…istoarriveat….2.Tomeethisqualitystandard3.Inmanycase:inanycase/inthisorthatcase4.Becommensuratewith---beinlinewith5.Goodpackagingcannotonlymakeaproductmoreattractive,butalsomoreconvenienttouse.6.Goodsshouldbesuppliedonlyforthequalityclaimedforthem.IV.ThePlaceofExportingPart1SelectingtherightmarketPart2SolvingthedifficultiesPart2SolvingtheDifficulties•1.Breakingdownexportingdifficultiesinto•practicalproblemsyoucandealwith;•2.Acceptingonlythoseorderswhichiswithin•yourcapacity;•3.Notinvolvinginthebusinessthatyoucan’t•handleefficiently;•4.Beingsureyourbusinessisgoingtobe•profitable;5.Beingsureyourorganizationisingoodshapetohandlebusinesspromptlybeforeyouacceptyourorders.LanguagePoints1.Atargetexportmarket---出口目标市场2.Keepsth.inmind/bearsth.inmind3.Order---定单NWeshallordertextileproductsbyMay.eg.Heordersthatthegoodsbesentoutwithoutanydelay.4.Stayawayfromthemarketsinwhichrestrictionsorexchangecontrolswillrestrictyourscore;…eg.WewentbackthevillageinwhichIwasborn.5.…besureyoure