新编商务英语泛读book 3 unit 1 A

UnitOnePricingDiscussion•Supposeyouhavedevelopedanewproduct,howwillyoufixitsprice?Whatelementswillyouputintoconsideration?•(e.g.itsownvalue;itspackaging;thecompetitor’sprice;thepotentialmarket;etc.)•Whatdoyouthinkisthemostimportantfactorthataffectsthepriceofmerchandise?StructureofourtextPricingImportanceofPriceFactorsAffectingPrice(5factors)ameasureofqualityacompetitivedevicedeterminingprofitsReadingComprehension•Para1–6•Howimportantispricetoproduct-selling?ameasureofqualityacompetitivedevicedeterminingprofitsforthemarketerParagraphtwo•Whatarethedifferentreactionsofcustomerstowardsthechangeofprice?•(toohigh–notworth;toolow-inferior)•Intheopinionofcustomers,whatistherelationshipbetweenpriceandquality?Paragraphthree•What’sthegeneralpracticeofamarketerwhenfacedwithalargestockofproducts?•(tolowerthepriceperitem)•Usually,someotherfactorswillbecombinedwithprice-changinginselling.Canyounamesomeofthem.(changingdisplaylocation;increasingadvertising;etc.)Paragraphfour-six•What’stheformulamentionedinthisparagraph?revenue=priceperitem*quantitysold•Basedonthisformula,howcanamarketerincreasethesalesrevenue?•Besidesprice-changing,arethereanyotherfactor(s)influencingtherevenue?•(customers;competition;generaleconomicconditions;etc.)•Whatdoesamarketerdotoensureaneffectivepriceofhisproduct?•(collectallusefulinformation;watchthereactionsofcustomers&competition;adjusttheprice)Para.7-21•Whatarethefactorsmentionedinourtextthataffectpricing?cost&expensesfashion&seasonalappealcompetitionsupply&demandgovernmentpricingconcernsParagraph9-11•Whataspectsdothecostsandexpensesofaproductinclude?(productioncosts&operatingcosts)expenditureinmakingtheproductemployees’wagesshippingcharges(运输费用)advertising&sellingcostsbusinesstaxescostsofmajoraccessoryequipment&operatingsuppliesresearch&developmentcosts•Whatisthe“break-evenpoint”?Andwhatisitssignificanceinselling?•(begintomakeaprofitafterreachingthispoint)Paragraph12-13•Howdoesthepriceoffashionmerchandiseandseasonalmerchandisechange?Fashionmerchandise•Beingabletorecognizeandpredictthedifferentstagesisvitaltosuccessinboththebuyingandthesellingoffashion.•Everyfashioncyclepassesthroughfivestages:(1)introduction,(2)rise,(3)culmination,(4)decline,and(5)obsolescence.•Promotionalactivitiessuchasdesignerappearances,institutionaladvertising,andcharityfashionshows,whichwillappealtothefashionleadersofthecommunityandalsoenhancethestore’sfashionimage.•Ifnewdetailsofdesign,color,ortexturearecontinuallyintroduced,interestinthefashionmaybekeptalivelonger.•Whenstrongdistasteforastylehassetinanditcannolongerbesoldatanyprice,thefashionisinitsobsolescencestage.Seasonalmerchandise•merchandisefordifferentseasonsorspecialfestivals,suchasValentine’sDay,Easter,BacktoSchool,Halloween,BakingSeasonandChristmas.Paragraph14-15•Whataspectsofcompetitionshouldamarketerpayattentionto?•(3:similarproducts;substituteproducts;dissimilarproducts)•What’sthesubstitutewaytomakeupforthehigherchargebyaretailercomparedwithadiscountstore?•(extraservice:credit;giftwrapping;salespeople;etc.)Paragraph17-18•Whatisthebriefdefinitionofdemandaccordingtoourpassage?•Howdothechangesofdemandandpriceinteract?Or:Howdoesthechangeofpriceinfluencedemand?Andviceversa?Paragraph19-21•Whatissupply?•Howdothechangesofsupplyandpriceinteract?Or:Howdoesthechangeofpriceinfluencesupply?Andviceversa?•Whatisequilibriumprice?Willitchange?MarketingMix(4Ps)•Product•Price•Placement(or,Distribution)•Promotion•ThiswillbediscussedingreatdetailinUnit3BurgerKing汉堡王•BurgerKing是美国最大的fastfood连锁之一，和Mc和KFC号称三巨头。在全球61个国家及地区拥有超过11,220间分店。•1954年，詹姆士·麦克拉摩(JamesMclamire)及大卫·艾杰敦(DavidEdgerton)在美国佛罗里达州迈阿密共同经营创设第一家BurgerKing餐厅。两位“汉堡王”创办人始终抱持着要提供给顾客合理的价格、高品质的产品、快速的服务以及干净的环境的理念。“汉堡王”遍布于美国的各个角落。•“火烤汉堡”最具特色；提供更多青菜及水果；提供个性化汉堡•“汉堡王”目前在亚洲的新加坡、日本、韩国、泰国都有门店，进军内地市场之前，“汉堡王”已经在我国的台湾和香港地区开设了门店。2005年6月27日，“汉堡王”在中国内地的第一家门店在上海静安区开业。Vocabulary•定价•促销•经销•销售组合•质量次的•销售总收入•营业用品•盈亏平衡点•季节、时令性商品•取代；代替•零售商•购买力•均衡价格•pricing•promotion•distribution•marketingmix•inferior•salesrevenue•operatingsupplies•break-evenpoint•seasonalmerchandise•substitute•retailer•purchasingpower•equilibriumprice