chapter-17-Comparing-products-and-prices

Unit17ComparingproductsandpricesNEUSchoolofBusinessAdministration2/Chapter17BackgroundBiburySystemsisgoingthroughthemostdifficultsituationeverwhichiscausedbyalocalizedproblemduringassemblingprocessinSouthfordComponents.TherearetwohundredproductswithfaultycircuitboardsinJapanesemarket.ClivehastakenimmediateactionsrightafterhereceivedthecomplaintfromMr.Sakai.KateisshockedtohearthenewsaboutBigBossandrushesintotheofficetoclarifythesituation.RightnowCliveishavingameetingwithDon,DerekandKatetofigureoutasatisfactorysolutiontoremedythissituation.NEUSchoolofBusinessAdministration3/Chapter17TAKINGPARTINAMEETING参加会议EVALUATINGNEWPRODUCTS评价新产品COMPARINGPRODUCTSANDRETAILERS比较产品与零售商ObjectivesNEUSchoolofBusinessAdministration4/Chapter17Inthisunit...DannyMcNeil,headofalargeEuropeanmass-marketingoperation,isinterestedinBigBoss.DerekshowshisplansforBigBossMark2toDon,KateandEdward.EdwardarrangesameetingwithDannyMcNeilandlooksaroundhisoperation.NEUSchoolofBusinessAdministration5/Chapter17Newwordsandexpressionsdownmarketadj.低端市场upmearketadj.高端市场substantialadj.大量的Asubstantialorder大订单termsn.价格，条件，条款e.g.:Weacceptedthenewterms.authorisevt.授权,批准.costing成本核算marketfocus市场重点todefineamarket确定市场negotiatevi．谈判,协商NEUSchoolofBusinessAdministration6/Chapter17Todealwithsb.对付／处理e.g.:Heisdifficulttodealwith他很难对付．pan-European全欧洲的trackrecord跟踪记录discounts折扣/折价weekly/everyweek每周monthly/everymonth每月highervolumes高销售量smallermargins低利润NEUSchoolofBusinessAdministration7/Chapter17参加新产品评估会议时常用的表达方法:1.提出问题时：Howmuchwillitcosttodevelop?Who'sthemarketforthis?2．发表意见时：Ithinkit'stooexpensive.Itwillbetooexpensive.3.表示反对意见时：Idon'tthinkso.That'snotright.No,notreally,Idon'tagree.４．表示同意见时:That'sright.Iagree.I'minclinedtoagreewithsomebody.5.询问意见时：What'syouropinion?Whatdoyouthink?NEUSchoolofBusinessAdministration8/Chapter17NEUSchoolofBusinessAdministration9/Chapter17Kate’sopinionBasedontheexperienceassalespeopleforyears,KatesensesthatthelaunchofBigBossisnotaseasyasexpected.Asthecompetitiveconditionsisthreateningchanging,itwilltakemuchmoreefforttomakeBigBossasuccess.NEUSchoolofBusinessAdministration10/Chapter17UnderstandingthedialogueEdwardwalksintohaveawordwithDon,listencarefullyagainandseektotherightanswerstothefollowingquestions.1.Whycan’tEdwardmakethedecisiononthediscounts?2.WhatdoesEdwardthinkthatMcNeilfromEromartisreadytodo?NEUSchoolofBusinessAdministration11/Chapter17KATEMCKENNA:TheBossisn'tdoingaswellaswehadhoped.Wedidn'tlaunchattherighttime.Imyselfdon'tthinkthemarketwasreadyforus.DealerDancamelaterandcheaper...Maybeweshouldmovedownmarketinacoupleofkeyterritories.EDWARDGREEN:Excuseme,canIinterrupt?DONBRADLEY:Sure.EDWARDGREEN:I'vejusthadacallfromDannyMcneilatEromart.KATEMCKENNA:Ohreally?EDWARDGREEN:Hewantsameetingtodiscussdiscounts.Althoughhe'stalkingaboutasubstantialorder,hewantsbettertermsthanIcanauthorise.Wouldyouprefertodealwithhimyourself?DONBRADLEY:Howlargeradiscountdoeshewant?EDWARDGREEN:Hedidn'tsay.ButIthinkit'shigherthananythingwe'veevergivenbefore.Helovedtheproduct,though.Ithinkhe'sreadytonegotiate.DONBRADLEY:Ithinkit'stimethatweworkedonthistogether.Doyouagree?EDWARDGREEN:Yes!KATEMCKENNA:Edward,areyoucomingdowntotheworkshop?Derekwantstoshowushislatestidea.EDWARDGREEN:Okay.I'lljoinyoulater.DONBRADLEY:No,IthinkDerekwantstotalktothewholeteam.Comeon.NEUSchoolofBusinessAdministration12/Chapter171.Whycan’tEdwardmakethedecisiononthediscounts?2.WhatdoesEdwardthinkthatMcNeilfromEromartisreadytodo?1.BecauseMcNeilwantsbettertermsthanhecanauthorize.2.McNeilisreadytonegotiate.NEUSchoolofBusinessAdministration13/Chapter17Derek’slatestideaLasttime,DerekhadaconversationwithClivetointroducehislatestproductconcept.ThenameofthisinnovationiscalledBigBossMark2.IncasethatmostintheclasscannotremindtoomuchofMark2,let’sreviewwhatelseithasgot.Point1:Ithasgotemotions.Point2:Itcanmakemovementsandgesturestolookhappy,sad,angryortired.Point3:It’smadeofnewtreatedmaterialswhichismoreadaptableandflexible.NEUSchoolofBusinessAdministration14/Chapter17MakeevaluationonanewideaSinceKateisbackandDonisavailable,Derekcallsinthewholeteamdowntothedevelopmentworkshoptointroducehislatestidea.ThewholeteamwillmakeaninitialevaluationonMark2.Watchthenextpartofstory.Discoveryourselfwhatopiniondoeseverybodyhold.Supportive?Against?Neutral?Needmoretimetothinkthrough?NEUSchoolofBusinessAdministration15/Chapter17MakeevaluationonanewideaKATEMCKENNA:Well,it'saterrificidea,buthowmuchwillitcosttodevelop?DEREKJONES:Notasmuchasyouthink.KATEMCKENNA:Itwillbetooexpensive.DEREKJONES:No,notreally.Ihavepreparedalong,detailed,carefulanalysisofthedevelopmentcosts.Seeforyourself.KATEMCKENNA:Itwillneversell.Who'sthemarketforthis?DEREKJONES:ItismoreupmarketthanBigBossbutitwillstillappealtokidsaswellasexecutivesandofficeworkers.KATEMCKENNA:Butthat'stheproblemDerek.There'snomarketfocus.DoyouremembertheEasiritetwoyearsago?Wehadabeautifulwell-designedbutexpensiveproduct.Itwasgreat.Parentsandchildrencouldbothuseit.Butcouldwesellit?No,itfailedbecausewehadn'tdefinedourmarket.DEREKJONES:Butthisisdifferent.ThisismorefunthanEasirite.DON