剑桥商务英语中级第二版10b global marketing.ppt

Unit 10b Going global I. Choosing the right product Speaking Ss think of three globally successful products and why they are successful Unit 10b Going global invest in research and development 在研发方面投资 listen to their customers 听取客户意见 understand the market demand了解市场需求 Unit 10b Going global identify the most valuable promotional methods 识别最有价值的促销方法 companies should be acquainted with the local values and social customs 公司应该熟悉本土市场的价值观念和社会习俗 adapt the products to different local customers 使产品适应不同的本土市场 Cater for the taste of the local customers迎合本地消费者的口味 Unit 10b Going global Reading In the 1980s the US hotel group Marriott Corporation decided on a strategy of globalization. Put these Marriott brands into the framework on p135.Read the case study on p 136, and then check the answer for the most suitable product for globalization. Unit 10b Going global Portfolio n. set of investments (e.g. stocks and shares) owned by a person, bank, etc （个人﹑ 银 行等所有的）投资组合（如债券和股票） e.g. The group has a property portfolio worth $2.4 billion. Unit 10b Going global Dimension n. an aspect, or way of looking at or thinking about sth e.g. Her job added a new dimension to her life Unit 10b Going global globetrotting adj. traveling often to many different places around the world: e.g. The sales job is a globetrotting post as we have customers in several countries. Unit 10b Going global II. Entering the market Listening Donald Fraser, a consultant at Kennedy, McLeish Partners (KMP), talks about advising companies on exporting. Listen and choose one letter for the correct answer. Unit 10b Going global Well, if you want to keep financial risk to a minimum, you should think about a licensing arrangement or perhaps a franchise. 如果要把金融风险减到最小， 就应该考虑发（产 品）许可证或者特许经营权。 Unit 10b Going global franchise n. formal permission to sell a companys goods or services in a particular area （正式授予在某地区销售某某公司的货物或经营 某业务的）特权, 特许 e.g