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《商务英语理论与实务 教学课件 作者 蒋景东situation 4Background Information.ppt》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、BackgroundInformationProductsBackgroundInformation1.productIncommerce,aproductisgoodorservicewhichcanbeboughtandsold.Inmarketing,aproductisanythingthatcanbeofferedtoamarketthatmightsatisfyawantorneed.Inretailing,productsarecalledmerchandise.Inmanufacturing,
2、productsarepurchasedasrawmaterialsandsoldasfinishedgoods.Commoditiesareusuallyrawmaterialssuchasmetalsandagriculturalproducts,butacommoditycanalsobeanythingwidelyavailableintheopenmarket.BackgroundInformationIngeneralusage,“product”mayrefertoasingleitemorunit,agroupingofgo
3、odsorservice,oranindustrialclassificationforthegoodsorservices.TheverbproduceisfromtheLatinproduce(re),(to)leadorbringforth.Thenounproductis“athingproducedbylabororeffort”.Since1575,theword“product”hasreferredtoanythingproduced.Since1695,thewordhasreferredto“thingorthingsp
4、roduced”BackgroundInformation2.ThestructureofaproductWecandistinguishthreelayersofaproduct:coreproduct:focusonthebenefit,coreadvantagewhichdeterminesourdecision.actualproduct:emphasison5physicalofaproduct:quality,brandname,features,styleanddesign,packing.augmentedproduct:P
5、ost–purchasingserviceandadditionalserviceprovidedbythecompany.BackgroundInformationExample:acellphone（数字式蜂窝移动电话）Thecoreproduct:tomakephonecallsTheactualproduct:Brandname—well-knownornot.Quality—goodorbad,wonawards(奖品/奖金)etc.(usuallybasedonthebrand)Features—suchastextmessag
6、e（短信）,camera.（thefunctionsoftheproduct）Styleanddesign—colorofthecellphone,widthandlength，slim(thin)/bulky(largeandofaninconvenientshape).Packing—(whenacustomerpurchaseit)inabox,wrapped()inbubblewrap（气泡卷）.etc.Theaugmentedproduct:oneyearwarranty（保修）guarantee.BackgroundInform
7、ation3.IntroductiontoIKEAHistoryIEKAwasfoundedinImhult,Sweden.in1943byIngvarKamprad,then17.Thecompanynameisacompositeofthefirstlettersinhisnameinadditiontothefirstlettersofthenamesofthepropertyandthevillageinwhichhegrewup.ThisacronymisincidentallysimilartotheGreekwordandto
8、theFinnishwordoikeaBackgroundInformationOriginally,IEKAsoldpens,wallets,pi
