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Part III.Using English in Business
The Word ‘Market’
A market for a product is the
people or organizations who buy it
or may buy it, or an area where it
is sold.
 Companies quick to respond to the
needs of a market are
market-driven, market-led, or
market-oriented.

Sample Sentences-1

Boeing has produced figures
showing that there will be striking
growth in the market for
airplanes with 350 or more seats.
Sample Sentences-2

The argument is that
organizations that are
market-oriented, i.e. (for
instance) those that track and
respond to customer needs and
preferences, can better satisfy
customers and hence perform at
higher levels.
Other ‘Market’ Words
(phrases)
Market economy: 市場經濟 the type of
government you have; the prices
are going up or down based on the
market, not on the government
(e.g. Russia, North Korea, China).
2. Market price: 市價
3. Market forces 市場動力,市場力量
4. Market place 市場 商業界 land, and area
1.
5.
6.
7.
Market research 對...作市場研究
Market growth 市場成長
Market leader 市場領袖(指某種銷量第一的產品或其生產
廠商)
Market sector 部門: market place
9. Market share: 市場佔有率,市場份額
8.
Vocabulary Practice #1

As in so many other Japanese industries,
the _________ at home, Toyota, is not
the strongest exporter. market leader
 A ____________ is one where things are
bought and sold freely and not under
government control.
market economy
____________ means the same as
market.
Market place
Vocabulary Practice #2

_____________ is the gathering of
information on markets, products and
consumers.
Market research

Gillette dominates the business in the US,
with a ____________ of about 64%.

market share
 ___________ is used to indicate that the
cost of a product has been ‘decided’ by
the market, and not in some other way.
Market price

Promotion
Definition:
促銷,推銷, 提升,晉級
An attempt by marketers to inform
people about products and to
persuade them to participate in an
exchange.
Promotion Mix
混和,攪和
Marketers use many different methods to
promote their products and services.

They include: advertising, personal
selling, public relations, sales
promotion and the value of the
product

The combination of methods a
company uses is called its promotion
mix.
Advertising
Definition:
Paid, nonpersonal communication
through various media by organizations
and individuals who are in some way
identified in the advertising message.
Types of Advertising
Newspapers
2. Television
3. Radio
4. Magazines
5. Outdoor
6. Direct mail
7. Yellow pages
8. Internet
1.
(電話簿中刊載公司、廠商電話的)黃頁
Global Advertising
Is it possible to advertise globally?
 It’s important to remember that
each country has its own culture,
language and buying habits. I
have given some examples on the
next few slides.

Personal Selling
Definition:

Face-to-face presentation and
promotion of products and services.
Working at a trade show as an
exhibitor is one example of personal
selling.
Steps in the Selling Process
Prospect and Qualify
2. Preapproach
3. Approach
4. Make presentation
5. Answer objections
6. Close sale
7. Follow up
1.
Public Relations (PR)
A good public relations program has
three steps:
1.
Listen to the public
2.
Change policies and procedures
3.
Inform people that you are being
responsive to their needs
Sales Promotion
Definition:
A promotional tool that stimulates
consumer purchasing and dealer
interest by means of short-term
activities.
Business to Business
Sales Promotion
Trade shows
2. Portfolios 文件夾,卷宗夾; for salespeople
3. Deals 交易 (price reductions)
4. Catalogs
1.
5.
Conventions 會議, 協定
Consumer Sales Promotion
Sampling 試驗樣品
2. Coupons 贈券;減價優待券
3. Contests
4. Bonuses 紅利;(保險的)分紅 (buy one get
one free)
1.
Special events
6. Catalogs
7. Demonstrations
8. In-store displays
5.
Promotion Mix in Review
Advertising
 Personal Selling
 Public Relations
 Sales Promotion
 Value of Product


Interactive Promotion
Why Attend a Trade Fair?-1
Finding new sources for
products/services (46%)
2. Gathering market information
(22%)
1.
Why Attend a Trade Fair?-2
Looking for strategic partners
(19%)
4. Keeping an eye on competitors 競爭者;
對手
(7%)
5. Maintaining contact with existing
suppliers (6%)
3.
A Passage about Trade Fairs-1
As the world shrinks 變小,變少 and
industrialization spreads, trade
fairs have boomed 激增,暴漲. Indeed,
1.
companies are often faced with a
choice of dozens, even hundreds,
of fairs in their sector 部分;部門 (area
of the type of products produced),
and deciding where to exhibit can
cause plenty of headaches.
A Passage about Trade Fairs-2
The size, location, duration 持續期間,
and influence of the fair, the presence
of target customers, competitors,
suppliers and other partners, and of
course the investment/return ratio 比率
all have to be weighed up.
A Passage about Trade Fairs-3
Reasons for exhibiting range from
breaking into (find, discover) new
markets to keeping up with 趕得上 the
industry’s latest developments and,
of course, checking out 結帳離開,檢查 what
the competition is up to 到...程度.
A Passage about Trade Fairs-4
Fairs also offer a unique
opportunity for producers to meet
suppliers, distributors 批發商, and
retailers 零售商, while buyers can shop
around and make comparisons, all
under one roof.
A Passage about Trade Fairs-5
Although trade fairs are designed
for professionals 專家,內行, some are open
to the public as well, offering the
added advantage of direct consumer
impact.
A Passage about Trade Fairs-6
But fairs are not all sell, sell, sell!
They are also popular forums (場所 a
place or a location) for the exchange
of ideas and learning about new
developments. Creativity is very
important for promoting or creating
your product.
Listen to the following questions asked by people at
trade fairs. For each question decide if they were
asked by an exhibitor (write E) or visitor (V).
Could you possibly prepare us a quotation? (V)
Would you like some more information about our
services? (E)
Is there any specific product you are interested in? (E)
Could you tell me a little more about this product? (V)
Will it be possible for someone to visit our company?
(E,V)
Could I have a copy of your catalogue? (V)
Do you know if you have any agents for this product in
Italy? (V)
Is there anything in particular you like a leaflet
(brochure 傳單;單張印刷品) on? (E)
Do you think you could come back to our stand
tomorrow? (E)
Using Visual Aids at Exhibitions-1
Ways to Present Visual Aids
1. OHP (overhead projector)
2. Laptop with projector
Using Visual Aids at Exhibitions-2
Video
OHP
Business English - Week #3
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Laptop with Projector
Pie Chart
Brochure
Business English - Week #3
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Bar Graph
Business English - Week #3
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Line Graph
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Flow Chart