白领英语口语速查 第48期:部门职能:市场部门(2)

 　　采购数量与采购时机

　　order quantities and timing 1
　　A: Henry,what do you think matters the most in purchasing?
　　B: Order quantities and timing.
　　A: Why are they important?
　　B: How and when to buy is a big concern in reducing cost.
　　及时采购
　　Just-in-time (JIT) purchasing
　　A: Just-in-time purchasing seems to be quite popular now,isn't it?
　　B: Yes.You know one goal of modern purchasing is to maintain supply continuity
　　with the minimum inventory 2 investment.
　　A: I think the goal of JIT purchasing is zero inventory.
　　B: Theoretically speaking,it is.But in practice,that is rarely achieved.
　　市场调查
　　conduct a market research
　　A: I am thinking of doing a new business.
　　B: What sort of business will it be?
　　A: I've been thinking about opening a supermarket.
　　B: The business will be good if you choose the right location.
　　You'd better conduct a market research first.
　　市场定位 market positioning
　　A: What is the market positioning for our new products?
　　B: We focus on the teenagers,their consuming power is increasing day by day.
　　销售战略 selling strategy
　　A: Have you predicted our position?
　　B: We'll be the market leader in the near future.
　　Our selling strategy is the high quality of our products.
　　市场会变得更规范。
　　The market will be standardized 3.
　　A: What are the opportunities for the next five years?
　　B: The market will be standardized.
　　A: And?
　　B: The government may announce more positive policies to promote the international business.
　　市场营销策划 marketing 4 plan
　　A: How is the marketing plan for the new product going on?
　　Don't forget to analyze 5 the basic four aspects.
　　B: Don't worry;we've already finished the part about product and promotion 6.
　　分销渠道 distribution channels
　　A: What are the distribution channels you have found for our products?
　　B: Nowadays,the direct marketing is very popular,such as the internet,telephone,mail, etc.
　　A: What are the advantages of direct marketing?
　　B: The most prominent one is reducing the cost.
　　中间商 intermediary
　　A: Do you think we should use the intermediaries to help us with the sales?
　　B: Absolutely.They have knowledge of customers and their needs.
　　定价时所定的战略目标
　　strategic objectives in pricing
　　A: What are the strategic objectives in your pricing?
　　B: I'm not sure about it.The least is survival,but we are trying to achieve profit maximization as well.
　　特许经营权 franchise 7
　　A: Are you planning to go with one of those big chain supermarkets?
　　B: Yes,that is probably reliable.
　　A: But a franchise from those big supermarkets must be very expensive.
　　B: Yes,I am thinking how to avoid investing a great deal of money.
　　开设海外分公司
　　Open an overseas branch company
　　A: Recently,we are preparing to enlarge our business scale further.
　　B: You mean？
　　A: We are discussing opening an overseas branch company in the US.
　　B: Great,that's a big market for us to make the profit.
　　我们可以把这里的经验运用在分公司的发展上。
　　We can apply the experience we have here to develop the branch company.
　　A: Do we need to hire all the managers and staff in the US?
　　B: No,the new company cannot be operated by all local people.
　　A: So we need to send some managers and engineers from the headquaters to help them?
　　B: Yes,thus we can apply the experience we have here to develop the branch company.
　　当地的商务文化
　　local business culture
　　A: We also need the local managers,because they know the local business culture.
　　B: Would you please raise an example?
　　A: For example,when they negotiate with the American clients,they know better about the difference.
　　B: It seems we need help from each other.
　　调整管理风格
　　adjust the management style
　　A: Our management in China is traditional,but in America,we need to adjust the management style to the local culture.
　　B: That's right,the management approach in American culture emphasizes independence.
　　A: So we have to adjust to the different management when we are developing the new market.
　　B: En,only by doing this can we get the market share in the local market.
　　没有涉猎到的市场
　　an untapped market
　　A: It's time for us to develop a new market now.
　　So far,Vietnam is an untapped market for our product.
　　B: So we'd better find an intermediary in Vietnam to help us begin our business there.
　　潜在市场 potential markets
　　A: This year we are going to find more potential markets.
　　B: That means we'll sell our products to more places?
　　A: Yes,but we need to remember that some countries don't welcome the aggressive sales.
　　B: You're right.
　　犯规 break the rules
　　A: We have to prepare well before we enter into the new market.
　　In addition to the culture,we need to understand their law regulations.
　　B: Yes,it's easy to break the rules if we are not familiar with them.
　　开发新市场看重的是市场份额。
　　emphasize the market share when developing new markets.
　　A: You must remember we emphasize the market share when we develop the new market.
　　B: How about the other benefits?
　　A: Of course,profit is what we want,but we need to get the customers first in the fierce competition.
　　B: I'll take your advice.
　　短期规划 short-term planning
　　A: What's the short-term planning of your company?
　　B: We are preparing to enter new markets in Europe.
　　A: How do you define your term?
　　B: Our planning is within next year.
　　长期规划 long-term planning
　　A: The long-term planning of our company is to compete with the Fortune 500 corporations.
　　B: When do you plan to enter into Fortune 500?
　　A: I hope we will be on the list in 2010.
　　那些都是不可避免的挑战。
　　Those are all inevitable 8 challenges.
　　A: Can you imagine the challenges for the next 5 years?
　　B: Those are all inevitable challenges.
　　A: Can you list some?
　　B: Like the increasing price of raw materials,
　　fierce competition and over capacity of the industry.