商务英语课件谢毅斌 ISBN9787811342208 PDFeng451j_ja_11.pdfVIP

《商务英语》 授课教案 Chapter 11 PRODUCT ADAPTATION AND PRESENTATION Objectives A. to understand the purpose and importance of export product adaptation and presentation B. To know different ways of product adaptation and presentation C. To learn relevant English expressions and language structures Introduction Heraclitus, an ancient Greek philosopher, once said: “You cant step twice into the same river.” In this world, the only thing that is constant and doesn’t change is change itself, which describes one of the important characteristics of our modern society. A successful enterprise must improve its products constantly for the sake of its product adaptation. Meanwhile, it should increase consumers’ awareness of its products as well, and product presentation is one of the effective ways to achieve that. 古希腊哲学家赫拉克里特说过，人不能两次踏进同一条河流。这个世界上唯一不变的东西是变化 本身。现代社会尤其如此。一个企业要想在瞬息万变的市场上立于不败之地，必须不断地创新， 不断地改进自己的产品，以提高其适应市场的能力，从而更好地满足消费者的需要。同时，制造 商们还应该在产品宣传上大下功夫，以提高消费者对其产品的认知度。产品展示就是提高产品认 知度的有效途径之一。 Main points of the text A. 1. To satisfy customers’ needs, wants and likes 2. Checklist for product adaptation B. 1. The extra appeal of the products to the customers 2. The products should possess reliable performance C. 1. Product presentation 2. Product publicity 3. Brand image of the product 4. The identification of the manufacturer 1 《商务英语》 授课教案 Background and terminology product adaptation 产品调整 In order to promote sales in a particular place or country, a manufacturer has to