[外语课件]商务英语Unit13.pptVIP

NEW BE2 U13 (by Xiang Shu) Unit Thirteen Competition Topic 1 Market Pricing and Positioning Key info: Product pricing Product positioning Accepting and rejecting invitations Writing an invitation letter Writing an acceptance letter Writing a rejection letter Organizing presentations Product pricing General info Price v. To decide the price for sth. that is for sale The perceived relationship between a product and its price (by consumers): The more it costs, the better it is. (Please read the feedback of Task 1 P228) Factors to be considered Overall company strategy Costs Competitor’s prices Demand for the product Law… Fair Trade Movement An organized social movement and market-based approach that aims to help producers in developing countries obtain better trading conditions and promote sustainability. The movement advocates the payment of a higher price to producers as well as social and environmental standards. An international certification mark Strategies Price skimming Penetration Pricing Please read the script for Task 3 on P230, explain what they mean and give examples based on your personal experiences. Product Positioning What do the following restaurants mean to you? 城隍庙小吃，金鼎轩，MacDonalds, Pizzahut How is it defined? The image of a product in the mind of the customer Quality Price *Different groups of customers may perceive the same product differently. Please read the article on P234 Task 3 Please summarize each part with one or two sentences. Accepting and rejecting invitations Test practice Read the invitation letter on P237, then write a reply to reject his invitation (120-140 words): thanking him for the invitation and expressing regret for not being able to accept the invitation explaining why you can’t deliver the presentation at the time slots available suggesting another time saying what you’d focus on at the presentation enclosing a detailed outline in your reply Tips: (1)formal business correspondence, standard framework, phr