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,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,2016/5/13,#,1/35,Where can I get the information I need?,Unit 1,Part I,Warming-up,Contents,Part,Scaffolding,Part,Practice,Part,Learning More,2/35,Warming-up,Part I,(a)Brainstorm with your partner and make a list of the information which is important to know about other countries for an Import and Export company.,Information list,1,tax policies and regulations,2,market characteristics,3,4,5,6,competition,social and cultural habits,customer buying behavior,industry development,3/35,Warming-up,Part I,(b)Where can the company get the information needed?Please make another list of information sources.,Information Sources,1,newspaper,2,3,4,internet,5,6,magazines,government report,industry association journals,research specialists,4/35,Scaffolding,Part,Situational Dialogue 1,Li Yan,sales manager,for Boyi Arts Trading Company.Zhang Jian,marketing manager,for Boyi Arts Trading Company.,Now Li Yan is asking Zhang Jian for some advice on how to carry out market research.,L:,Well,Mr.Zhang,could you give us some suggestions about how to start selling our corn basket in a new overseas market?,Z:,Well,from the marketing point of view,you need to do a lot of desk research and market research before you can sell anything to your customers.,L:,How is market research carried out?,Z:,Thats a very broad question indeed.But first of all I think you should do some exploratory research to get a feel for your target market.,L:,Can you specify what sort of information I should look for?,Z:,First of all youve got to find out if theres any demand for your new product,and what sort of competition you will meet.Then there are local legislation and preferences.,译文,5/35,Scaffolding,Part,Situational Dialogue 1,李岩是博艺工艺品贸易企业销售经理；张建是博艺工艺品贸易企业营销经理。这时，李岩正在问询张建怎样开展市场调研。,李岩：,张先生，我们应该怎样向新开发海外市场销售我们玉米藤篮呢？,张建：,呃，从营销角度看，在你向用户销售任何产品之前，都要做许多案头调研和市场调研。,李岩：,市场调研应该怎么做？,张建：,这是个很大题目。你应该先做一些初探性调研对市场有一个大约了解。,李岩：,你能不能详细说说我需要寻找哪些信息？,张建：,首先，你必须搞清楚市场对我们新产品有没有需求，另外我们会碰到哪些竞争。还有就是当地法规和人们喜好。,返回,6/35,Scaffolding,Part,Situational Dialogue 1,译文,L:,But where can I get the information I need?,Z:,For starters,from embassies and consulates,International Chamber of Commerce(ICC)and trade associations,local trade magazines,newspapers and the Internet,L:,It seems to be a big job.Then what sort of research shall we carry out?,Z:,Usually there are two main methods of researchquestionnaires and interviews.As to questionnaires,there is a concept called validity,which means the ratio of the number of questionnaires you receive and the number of questionnaires you send out in your survey.,L:,How about the interview?,Z:,Its a face-to-face survey.Hold focus groups of our major customers and in-depth interviews with leaders in foreign trade associations.,L:,Oh,I see.In this case,wed better use questionnaires to collect core information about our products,and use interviews to get some opinions about the market.,Z:,You can try it.,7/35,Scaffolding,Part,Situational Dialogue 1,李岩：,那么我从哪里能够得到这些信息呢？,张建：,一开始，能够从大使馆和咨询企业入手，也能够从商会、贸易协会、当地贸易杂志、报纸和因特网得到信息。,李岩：,看来是项繁重工作。那么我们应该用什么样调研方法呢？,张建：,通常有,2,种主要调研方法，问卷和面谈。关于问卷，有一个有效性概念，是指你在调研中分发问卷和回收有效问卷比率。,李岩：,面谈呢？,张建：,就是面对面调研。调研部门应该对我们主要用户进行一些群体访谈调研，并对外贸行业领导进行深入访谈。,李岩：,明白了。这么话，我们最好用问卷来搜集相关我们产品主要信息，用访谈来调查对于市场相关意见。,张建：,你能够试试。,返回,8/35,Scaffolding,Part,Situational Dialogue 1,1.desk research,案头调研,2.market research,市场调研,3.exploratory research,探索性调研,4.validity vldt n.,有效性,5.focus group,重点群体访谈,6.in-depth interview,深入访谈,9/35,Scaffolding,Part,Drill,Follow me:Read aloud the dialogue with the help of the recording.,10/35,Scaffolding,Part,Tasks,1.Quick response-Translate the following English expressions into Chinese.,1)target market,目标市场,2)local legislation,当地法规,3)International Chamber of Commerce(ICC),国际商会,4)questionnaires,问卷,5)focus groups,重点群体,6)in-depth interviews,深入访谈,11/35,Scaffolding,Part,Tasks,2.Test your listening-Which one is right?,There are four explanations for each phrase,and TWO of them are right.Mark T for true and F for false to each explanation you hear.,(1)desk research,T,a.Its research carried out using published material.,b.It can include information about geography,politics,economics and social conditions.,c.It involves going out to ask customers for their opinions.,d.It is the study of research results using computer analysis.,F,F,T,12/35,Scaffolding,Part,Tasks,2.Test your listening-Which one is right?,There are four explanations for each phrase,and TWO of them are right.Mark T for true and F for false to each explanation you hear.,(2)exploratory research,T,a.It is about choosing the best research methods.,b.It is designed to help marketers understand problems.,c.An example of it is a detailed study of why a particular product is losing sales.,d.It is the study of new markets.,F,F,T,13/35,Scaffolding,Part,Tasks,2.Test your listening-Which one is right?,There are four explanations for each phrase,and TWO of them are right.Mark T for true and F for false to each explanation you hear.,(3)market research,T,a.It is the same as marketing research.,b.It is about looking at the effects of advertising.,c.It includes marketing research.,d.It is about collecting,studying and analyzing information which affects a marketing decision.,F,F,T,14/35,Scaffolding,Part,Situational Dialogue 2,Li Yan is analyzing the market figures with Zhang Jian.,L:,After two months research,through questionnaires and interviews,you know,we finally got all these figures.,Z:,Good.Were there 5,560 sheets in this survey?,L:,Oh,yes,absolutely.But what I want to point out is the validity of the figures.In fact,there were 2,108 valid sheets.The rest are invalid because some of them were answered improperly and some were even copies.,Z:,Then whats the result?,L:,As you can see from this pie chart which shows the breakdown of our customers,middle aged people account for 45%,our other two major customer groups are 7-11 years old,which occupy 28%of the total,and the elderly,at around 17%.,Z:,That means our customers will be middle-aged people.How about the result of the interviews?,译文,15/35,Scaffolding,Part,Situational Dialogue 2,李岩与张建在分析市场调研数据。,李岩：,经过,2,个月调研，经过问卷和面谈，我们最终得到这些数据。,张建：,很好。这次调研一共是,5560,份问卷吗？,李岩：,是，当然了。但我想先指出一个关键性问题，就是这些数据有效性。其实有效问卷是,2108,份，其它都是无效问卷。因为其中一些没有按要求回答，有一些只是复印件。,张建：,哦，那现在结果怎样？,李岩：,你能够从这个饼图看到我们客户分类情况，中年用户占,45%,，其它两类分别是,7-11,岁大约占,28%,，老年用户占,17%,。,张建：,这意味着我们客户主要是中年人。那么面谈结果怎样？,返回,16/35,Scaffolding,Part,Situational Dialogue 2,译文,L:,We conducted the interviews in three major countries,Italy,France and Holland.53%of French interviewees intend to learn more about our products.They also mentioned the main competitors in the market.,Z:,Who is our major competitor?,L:,J&K Ltd.in Italy.They sell similar products to European customers.We know that J&K has a large market share.Its sales rose to$1,000,000 in.,Z:,Who is their leading buyer?,L:,Yada.Its purchases of products from J&K rose sharply from to 45%,the highest in the past 4 years.,Z:,There are two immediate things we can do:we can increase our advertising budget and make sure of our quality control.,Li Yan is analyzing the market figures with Zhang Jian.,17/35,Scaffolding,Part,Situational Dialogue 2,返回,李岩：,我们在,3,个主要国家：意大利、法国和荷兰进行了访谈。,53%,法国人希望更多地了解我们产品。他们也提到了市场上主要竞争对手。,张建：,谁是我们主要竞争对手？,李岩：,意大利,J&K,企业。他们在欧洲市场销售类似产品。我们了解到此企业当地市场份额拥有率非常大。,年销售额到达,100,万美元。,张建：,他们主要客户是谁？,李岩：,雅达。他们从,J&K,企业产品购置量,年起直线上升，到达,45%,，这也是近,4,年来最高值。,张建：,我们有两件紧急事情要做：我们能够增加广告宣传预算，并确保质量控制。,李岩与张建在分析市场调研数据。,18/35,Scaffolding,Part,Situational Dialogue 2,1.invalid nvld adj.,无效,2.pie chart,饼图,3.account for,占,4.market share,市场份额,19/35,Scaffolding,Part,Drill,Interpretation:Look at the Chinese version or English version of the dialogue in the flash and try to interpret it.,20/35,Scaffolding,Part,Tasks,1.Answer the questions from the information in the dialogue.,1)Why are the rest sheets of questionnaires invalid?,Because some of them were answered improperly and some were even copies.,2)Who are their main customers?,Middle-aged people.,21/35,Scaffolding,Part,Tasks,1.Answer the questions from the information in the dialogue.,3)Where did they conduct the interview?,Italy,France and Holland.,4)Who is their major competitor?,J&K Ltd.in Italy.,22/35,Scaffolding,Part,Tasks,2.Study the groups of sentence drills below and choose the right patterns to describe the following charts and graphs.,Increase and decrease,.sales rose to$.in 20.,reached$.in 20.and targeted$.by 20.,It added$.to its growth in 20.,Shares,account for%,.occupied.%of.,the total.market amounts to.%of.s global sales,.grow/rise/go up to/climb/boom/fall/decline/drop/go down/reduced to.%,in Europe and.%in North America,Highest and lowest,rose.from 20.to.the highest in the past.years,The highest point is.while the lowest point is.,reached its peak.and then dropped sharply,23/35,Scaffolding,Part,Tasks,2.Study the groups of sentence drills below and choose the right patterns to describe the following charts and graphs.,Increase and decrease,24/35,Scaffolding,Part,Tasks,2.Study the groups of sentence drills below and choose the right patterns to describe the following charts and graphs.,Shares Sales,25/35,Scaffolding,Part,Tasks,2.Study the groups of sentence drills below and choose the right patterns to describe the following charts and graphs.,Highest and lowest,26/35,Practice,Part,1.Create a dialogue-Pair work,In Dialogue 2,Li Yans team used interviews to do market research.Suppose you are one member of a website team and will hold an interview to do research on a school website.Role-play with your partners and explain the reason to support each question with the following sample.,27/35,Practice,Part,1.Create a dialogue-Pair work,Interview on school website on campus,Welcome to our interview.,Your participation is greatly appreciated.,Here are some questions related to a school website on campus.,1.How often do you browse websites?,daily/weekly/monthly/hardly ever,2.In general,what do you think of the look of the site?(its colors,the font,graphics,etc.)highly appealing/good/satisfactory/disappointing,3.What feature of its look and feel do you like MOST and LEAST?Why?,4.Please comment on how easy it is to find your way around the site(e.g.from theme to theme and back to home again),28/35,Practice,Part,1.Create a dialogue-Pair work,5.Is it always clear at all times where you are in the site?,If No,please explain why you feel lost and perhaps suggest how we could avoid that:,6.What kind of content do you think is easy to understand?,7.What forms of content would you like to see more of?,Text/images/video/audio/downloadable documents/others,8.Compared to what you are used to,describe the general speed of the site.,Fast/reasonable/slow/frustratingly slow,9.Is there anything you hope to see on the website in future?,29/35,Practice,Part,2.Case study-Group work,Work in groups of four,and study the case of the Coke Company and tell if the market research is successful and what should be improved.You can surf the Internet for relevant information.,30/35,Practice,Part,2.Case study-Group work,New Coke in Research Trap,Coke conducted in-depth research in 10 cities to find out the reason for a decline in the sales of coke,designing questions such as“how do you like coke”,“Would you like to try new coke”and“Do you like softer coke”,etc.Research results revealed that most consumers would like to try new coke.So Coke decided to terminate the traditional formula and develop new coke.Before putting new coke on the market,Coke spent millions of dollars on taste tests in 13 cities and invited nearly 200 thousand people to try new coke,60%of which gave definite responses.Based on the research,Coke reconstructed production lines and held press conferences for the launch of new coke.To their surprise,the launch was a nightmare.More and more faithful consumers resisted new coke and complained about it.While Coke did its utmost to control the situation,they could not satisfy their consumers as they thought traditional coke was part of a traditional American Spirit.,31/35,Learning More,Part,Market Analysis in Practice,The goal of a market analysis is to determine the attractiveness of a market and to understand its evolving opportunities and threats as they relate to the strengths and weaknesses of the firm.Lets take a look at the following dimensions of a market analysis:,Market size(current and future),Market growth rate,Key success factors,Market Size,The size of the market can be evaluated based on present sales and on potential sales if the use of the product were expanded.,Market Trends,Changes in the market are important because they often are the source of new opportunities and threats.The relevant trends are industry-dependent,but some examples include changes in price sensitivity,demand for variety,and level of emphasis on service and support.Regional trends may also be relevant.,32/35,Learning More,Part,Key Success Factors,The key success factors are those elements that are necessary in order for the firm to achieve its marketing objectives.A few examples of such factors include:,Access to essential and unique resources,Ability to achieve economies of scale,Access to distribution channels,Technological progress,33/35,Learning More,Part,What is the goal of a market analysis?,1,What key factors are necessary for the success?,2,34/35,谢谢观看,35/35,
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