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 timing¹

　　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 inventory² 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 standardized³.

　　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 marketing⁴ plan

　　A: How is the marketing plan for the new product going on?

　　Don't forget to analyze⁵ the basic four aspects.

　　B: Don't worry;we've already finished the part about product and promotion⁶.

　　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 franchise⁷

　　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 inevitable⁸ 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.

1 timing   

n.时间安排，时间选择

参考例句：

• The timing of the meeting is not convenient.会议的时间安排不合适。
• The timing of our statement is very opportune.我们发表声明选择的时机很恰当。

2 inventory   

n.详细目录，存货清单

参考例句：

• Some stores inventory their stock once a week.有些商店每周清点存货一次。
• We will need to call on our supplier to get more inventory.我们必须请供应商送来更多存货。

3 standardized   

adj.标准化的

参考例句：

• We use standardized tests to measure scholastic achievement. 我们用标准化考试来衡量学生的学业成绩。
• The parts of an automobile are standardized. 汽车零件是标准化了的。

4 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

5 analyze   

vt.分析，解析 (=analyse)

参考例句：

• We should analyze the cause and effect of this event.我们应该分析这场事变的因果。
• The teacher tried to analyze the cause of our failure.老师设法分析我们失败的原因。

6 promotion   

n.提升，晋级；促销，宣传

参考例句：

• The teacher conferred with the principal about Dick's promotion.教师与校长商谈了迪克的升级问题。
• The clerk was given a promotion and an increase in salary.那个职员升了级，加了薪。

7 franchise   

n.特许，特权，专营权，特许权

参考例句：

• Catering in the schools is run on a franchise basis.学校餐饮服务以特许权经营。
• The United States granted the franchise to women in 1920.美国于1920年给妇女以参政权。

8 inevitable   

adj.不可避免的，必然发生的

参考例句：

• Mary was wearing her inevitable large hat.玛丽戴着她总是戴的那顶大帽子。
• The defeat had inevitable consequences for British policy.战败对英国政策不可避免地产生了影响。