资源描述：
《商务英语综合教程第二册unit6ProductsandService》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、Unit6 ProductsandServiceWarm-upActivitiesBackgroundInformationTextAnalysisExtendedActivitiesWritingContentWarm-upactivitiesLookatthefollowingpictures.Talkaboutthemwithyourpartners.I.PairworksWhatdoyouthinkaboutthesepictures?Thinkabouttheirimpliedmeaningsandtalkwit
2、hyourpartner.II.GroupworkAlltheseabovepicturesarerelatedtoproductsandservices.Workinsmallgroups,discussingthedefinitionofthemandtheirrelation.III.Thinkaboutandthenmakealistproductsandservicesthatyouknow.ProductAnythingofferedtoamarketforattention,acquisition,use,o
3、rconsumptionthatmightsatisfyaneedorwant.ServiceAnyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultinownershipofanything.DefinitionsProductsandCultureFacetsofproductsincludeitsform,taste,color,odor,andtexture;howitfunctionsi
4、nuse;thepackage;thelabel;thewarranty;manufacturer’sandretailer’sservicing;theconfidenceorprestigeenjoyedbythebrand;themanufacturer’sreputation;Theadoptionofsomeproductsbyconsumerscanbeaffectedasmuchbyhowtheproductconceptconformswithnorms,values,andbehaviorpatterns
5、Thus,manyfacetsofproductsareinfluencedbyculture,whichmarketsmustpayattentiontoAproductismorethanaphysicalitem:Itisabundleofsatisfactions(orutilities)thatthebuyerreceivesAnalyzingProductComponentsforAdaptation(1)corecomponent,(2)packagingcomponent,and(3)supportserv
6、icescomponentAproductismultidimensional,andthesumofallitsfeaturesdeterminesthebundleofsatisfactions(utilities)receivedbytheconsumerThemanydimensionsofproductscanbedividedintothreedistinctcomponents:Thesecomponentsincludeallaproduct’stangibleandintangibleelementsan
7、dprovidethebundleofutilitiesthemarketreceivesfromuseoftheproductThreelevelsofproductQualityStylingPackagingBrandnameFeaturesAfter-saleserviceInstallationWarrantyDeliveryandcreditRepairingCore,benefitorserviceQualityIntenseglobalcompetitionisplacingnewemphasisonman
8、ufacturingqualityproductsQuality,asacompetitivetool,isthedecidingfactorinworldmarketsQualitycanbedefinedontwodimensions:market-perceivedqualityandperfor
