商务英语精读Chapter20.pptVIP

Chapter 20 International Market Research Ⅰ、Learning objectives 1、To know the definition of the market research. 2、To know the purpose of any market research project. 3、To know the importance of market research: We can dramatically improve performance and ultimately profits through making market research. 4、To know the actuality of the international market research: Most firms no research or only do a surface market research. Ⅱ、Vocabulary 1、incorporate to add or include sth as a part of else. 包括，合并，吸收 ~ sth (in/into/within sth) The new car design incorporates all the latest safety features. 新的汽车设计包括了所有最新的安全配备。 incorporated 营业公司的，组成公司的 Ⅲ、Business terms Ⅳ、Business knowledge Desk research: 案头调研(Desk Research)是市场调研术语，对已经存在并已为某种目的而收集起来的信息进行的调研活动，也就是对二手资料进行搜集、筛选，并据以判断他们的问题是否已局部或全部地解决。案头调研是相对于实地调研而言的。通常是市场调研的第一步，为开始进一步调研先行收集已经存在的市场数据。 虽然相对于实地调研来讲，案头调研的准确度与时效性稍差。但由于企业在做实地调研的费用较高，所以大量的时间是在做案头调研。 Ⅴ、Important phrase and sentence 1、refer to 提到，说起，称为 Who can use this phrase to make a sentence ? 2、L1 of Para 3. “However, there are many organizations who continue to run their business without knowing the answers to some fundamental questions, which if known could dramatically improve. ” 句子主干：there are many organizations. “who continue to run their business ” 是定语从句，修饰“organizations” 。 后面是 “ which ” 引导的非限制性定语从句，“ which ” 指代 “ the answers to some fundamental questions ”。 * * * * * * * * * * * * * * Text—Part 1 2、primary 初级的，基本的，主要的 ①primary color 原色，基色（指能混合成其他颜色的红、黄、蓝三色之一） ②primary source 第一手材料 secondary source 二手材料 ③~ school 小学 ④~ stress 主重音，第一重音 3、agenda a list or program of things to be done or considered. 日程 at the top of the agenda 当务之急 In our company, quality is high on the agenda. 我们公司高度重视质量。 4、ultimately in the end; finally, at the most basic and important level最后；终归，最基本的；根本上 A poor d