新商务英语理论与实务 教学课件 蒋景东situation 4 Background Information.pptVIP

Background Information Products Background Information 1. product used in business In commerce, a product is good or service which can be bought and sold . In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing, products are called merchandise . In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw materials such as metals and agricultural products, but a commodity can also be anything widely available in the open market. Background Information In general usage , “ product” may refer to a single item or unit ,a grouping of goods or service , or an industrial classification for the goods or services. The verb produce is from the Latin produce (re), (to) lead or bring forth . The noun product is “a thing produced by labor or effort” .Since 1575 , the word “ product” has referred to anything produced . Since 1695 , the word has referred to “thing or things produced” Background Information 2. The structure of a product We can distinguish three layers of a product: core product: focus on the benefit, core advantage which determines our decision. actual product: emphasis on 5 physical of a product: quality ,brand name ,features, style and design ,packing . augmented product : Post–purchasing service and additional service provided by the company. Background Information Example: a cell phone（数字式蜂窝移动电话） The core product: to make phone calls The actual product: Brand name— well-known or not . Quality—good or bad , won awards(奖品/奖金) etc.(usually based on the brand ) Features—such as text message（短信） ,camera.（the functions of the product） Style and design— color of the cell phone ,width and length，slim (thin) / bulky (large and of an inconvenient shape) . Packing—(when a customer purchase it ) in a box ,wrapped() in bubble wrap（气泡卷） .etc. The augmented product: one year warranty（保修） guarantee. Background Inf