顾渝-商务英语谈判-6

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1、2021/10/8顾渝-商务英语谈判Chapter61EnglishforBusinessNegotiation商务英语谈判Chapter6–ProductDescription顾渝对外经济贸易大学出版社2021/10/8顾渝-商务英语谈判Chapter62PARTONEPRE-NEGOTIATION2021/10/8顾渝-商务英语谈判Chapter63CHAPTER6ProductDescriptionObjectivesGainknowledgeofthebuyerbehaviorandthem

2、essagessellersshouldconveytobuyersabouttheirproductsLearnhowtohelpmakepurchasedecisionasabuyerbycommunicatingeffectivelywiththesellerBefamiliarwiththeusefulexpressionsandtermsusedinproductdescriptionLearntheskillsandkeypointsingettingandgivinginformati

3、ononproductsthroughcasesandcaseanalysis2021/10/8顾渝-商务英语谈判Chapter646.4WordsandExpressionsPleaselearnthissectionbeforeyoubeginlearningthisChapter.2021/10/8顾渝-商务英语谈判Chapter656.1BeforeYouBeginWhatwillpeoplegenerallyconsiderinordertodecidewhichproductstobuy

4、?Whyshouldcompaniesdevelopnewproducts?Howcanattractingthe“attention”ofpotentialcustomersbethefirststepofthemarketingmix?Canyougivesomeexamplestoshowthe“benefits”ofproducts?Whatknowledgeshouldsellersknowabouttheircustomers?Howtogettheknowledge?2021/10/8

5、顾渝-商务英语谈判Chapter666.1BeforeYouBeginHowtodefine“customer”and“brand”?Whatistherelationshipbetweenthetwo?Howtodefine“centralsellingpoint”?Howtoconcentrateonpotentialcustomerswhendescribingaproduct?Howcanthesellersconvincethebuyerstotakepromptactiontobuy?W

6、hyshouldbusinessbuyersvisittheseller’scompany?Answersforreference2021/10/8顾渝-商务英语谈判Chapter676.1BeforeYouBeginWhatwillpeoplegenerallyconsiderinordertodecidewhichproductstobuy?Peoplegenerallyconsiderbothtangibleattributesandintangibleattributesofaproduct

7、.Forexample,whenyoubuyapairofjeans,youconsiderprice,brand,storeimage,andstylebeforeyoubuy.2021/10/8顾渝-商务英语谈判Chapter682.Whyshouldcompaniesdevelopnewproducts?Newproductspumplifeintocompanysales,enablingitnotonlytosurvivebutalsotogrow.Productscanbeacompan

8、y’smostimportantasset.Ifacompany’sproductsdonotmeetcustomers’desiresandneeds,thecompanywillfailunlessitmakesadjustments.CompanieslikeSamsungandApple(electronics),Dow(chemicals美国陶氏化学),MasterKong(foods)getmostoftheirprofitsfromnewproducts