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1、商务英语综合教程教师用书第三册第单元MarketingWarm-upActivities1b1-g2-f,3-a,4-m,5-j,6-b,7-l,8-k,9-n,10-e,11-o,12-c,13-d,14-i,15-h.2．ListeningAAsanewexporter,howdoyouknowwheretofindan__overseas_____market_____foryourproducts?Evenyouareanoldexporter,therestillremainsthequestionoffindingnewmarketsfor
2、yournewproductsormaybeto_expand_market___share__ofyouroldproducts.Toanswerthisquestionisoneoftheobjectsof_market__research_,whichissovitaltosuccessinoverseasmarkets.Tolookforagoodmarket,anexportermustconsidersuchfactorsas_political_andeconomicconditions,physicalandclimateconditi
3、ons,socialconditions,_traditions_and_customs_,existingproductsand_structure_oftrade_,geographyandcommunications,legalaspectsandsoon.Forexample,countrieswithdifferentpoliticalandeconomicsystemstakedifferentattitudestowardforeigntradeandtheirpoliciesrelatedto_import_and_export_,__
4、__foreign__exchange__control_,_customs__duties_maygreatlyaffectthedemandforyourproducts.Foranotherexample,ifthereislowstandardoflivingwithpoor_wage__levels_,sayinsomepartsofAfrica,theremaybenomarketatallfor_automobiles_orother_luxurious__products_.Tapescript:B:Mostmanagementandm
5、arketingwritersnowdistinguishbetweensellingandmarketing.The‘sellingconcept’assumesthatresistingconsumershavetobepersuadedbyvigoroushard-sellingtechniquestobuynon-essentialgoodsorservices.Productsaresoldratherthanbought.The‘marketingconcept’,onthecontrary,assumesthattheproducer’s
6、taskistofindwantsandfillthem.Inotherwords,youdon’tsellwhatyoumake,youmakewhatwillbebought.Aswellassatisfyingexistingneeds,marketerscanalsoanticipateandcreatenewones.32Marketersareconsequentlyalwayslookingformarketopportunities-profitablepossibilitiesoffillingunsatisfiedneedsorcr
7、eatingnewonesinareasinwhichthecompanyislikelytoenjoyadifferentialadvantage,duetoitsdistinctivecompetencies.Marketopportunitiesaregenerallyisolatedbymarketsegmentation.Onceatargetmarkethasbeenidentified,acompanyhastodecidewhatgoodsorservicetooffer.Thismeansthatmuchoftheworkofmark
8、etinghasbeendonebeforethefinalproductorservicec
