裢岗将呼 《商务英语》 授课教案 Chapter 12 PRODUCT PACKAGING AND LABELING Objectives A.To define packaging and labeling for product,especially the export product B.To illustrate the importance and functions of both in international business C.To have a clear picture of the composition of product labeling D.To learn relevant expressions and language structures Introduction In this highly competitive environment,the package may be the seller's last chance to influence buyers. It becomes a "five-second commercial".Labeling,which is closely related to packaging,is a kind of product feature that requires managerial attention,and is now considered by many traders as the silent salesmen. 俗话说，人靠衣服马靠鞍，三分人才七分打扮。那么对于摆在商场货架上的商品来说，要想让顾 客一见钟情，注意力马上被吸引过去，并且立即产生购买欲望、冲动，那么，它靠的是什么呢？ Main points of the text A.1.The definition of packaging:primary,secondary and shipping packaging 2.Labeling,as a part of packaging B.1.Primary function of packing:to contain and to protect the product 2.Increased competition adds to the function of packaging:attracting attention by describing the product in order to promote the sales of the product 3."Five-second commercial" C.1.A good package requires making many decisions D.1.Product safety has become a major packaging concern E.1.Product labeling,a part of a product and/or a part of a package,carrying
《商务英语》 授课教案 1 Chapter 12 PRODUCT PACKAGING AND LABELING Objectives A. To define packaging and labeling for product, especially the export product B. To illustrate the importance and functions of both in international business C. To have a clear picture of the composition of product labeling D. To learn relevant expressions and language structures Introduction In this highly competitive environment, the package may be the seller’s last chance to influence buyers. It becomes a “five-second commercial”. Labeling, which is closely related to packaging, is a kind of product feature that requires managerial attention, and is now considered by many traders as the silent salesmen. 俗话说，人靠衣服马靠鞍，三分人才七分打扮。那么对于摆在商场货架上的商品来说，要想让顾 客一见钟情，注意力马上被吸引过去，并且立即产生购买欲望、冲动，那么，它靠的是什么呢？ Main points of the text A. 1. The definition of packaging: primary, secondary and shipping packaging 2. Labeling, as a part of packaging B. 1. Primary function of packing: to contain and to protect the product 2. Increased competition adds to the function of packaging: attracting attention by describing the product in order to promote the sales of the product 3. “Five-second commercial” C. 1. A good package requires making many decisions D. 1. Product safety has become a major packaging concern E. 1. Product labeling, a part of a product and/or a part of a package, carrying
蓬黄所大手 《商务英语》 授课教案 verbal information about the product or the seller 2.Labeling is a kind of product feature 3.c“Silent salesmen' 4.The products suitable for label:food products,beverages,pharmaceuticals and toilet preparations 5.Checklist of labeling:the facts of the product F.1.Guiding principles for label designing 2.Advertisement on the label is not allowed G.1.Legal concerns about packaging and labels Background and terminology packaging Industrial and marketing technique for containing,protecting,identifying,and facilitating the sale and distribution of agricultural,industrial,and consumer product. label A piece of paper,fabric,or plastic attached to something to give instructions about it or identify it.Labels may be required on products to provide warnings or to enable consumers to compare similar products标签， 商标，标志 指为补充牌子和商标的说明，附着或系挂在商品或商品包装上记载商品的特征、品质、价格数量 2
《商务英语》 授课教案 2 verbal information about the product or the seller 2. Labeling is a kind of product feature 3. “Silent salesmen” 4. The products suitable for label: food products, beverages, pharmaceuticals and toilet preparations 5. Checklist of labeling: the facts of the product F. 1. Guiding principles for label designing 2. Advertisement on the label is not allowed G. 1. Legal concerns about packaging and labels Background and terminology packaging Industrial and marketing technique for containing, protecting, identifying, and facilitating the sale and distribution of agricultural, industrial, and consumer product.包装 label A piece of paper, fabric, or plastic attached to something to give instructions about it or identify it. Labels may be required on products to provide warnings or to enable consumers to compare similar products 标签, 商标, 标志 指为补充牌子和商标的说明，附着或系挂在商品或商品包装上记载商品的特征、品质、价格数量
裤尉黄学 《商务英语》 授课教案 的文字、图形、雕刻及印制说明的小牌子。 export labeling出口标签 labels used in the overseas market在国外市场中使用的商标 The US Federal Trade Commission Act of1914美联邦商务委员会1914年法案 The Federal Trade Commission was organized March 16,1915,under the Federal Trade Commission Act,approved September 26,1914.This Act was amended March 21,1938. Functions: The Commission is an administrative agency exercising quasi-judicial and investigatory functions,the more important functions of which are these:(1)to prevent unfair methods of competition and unfair or deceptive acts or practices in interstate and foreign commerce;(2)to make fact-finding investigations at the direction of Congress,the President,the Attorney General,or upon its own motion;(3)to report facts of alleged violations of the anti-trust laws;(4)to administer the Export Trade Act by which is permitted the organization of associations to engage exclusively in export trade;(5)to prevent price discriminations and other practices in violation of the Clayton Act,as amended by the Robinson-Patman Act;and (6)to administer the Wool Products Labeling Act. 在1914年9月26日通过的美联邦商务委员会法案规定下，美联邦商务委员会组建于1915年3 月16日。于1938年对该法案进行了修正。 职能：该委员会是实施准司法性和调查性职能的行政机构，主要职能有：1.防止跨州或外贸中出 现不公平竞争手段及不公平或欺骗行为：2.根据国会、总统、首席检察官的命令或本机构的提 议进行事实调查；3.报告违反涉嫌反托拉斯法规的事实：4.执行允许联合企业专门从事出口贸 易的出口贸易法规：5.防止违反由鲁宾逊-帕特曼法规修正的克莱顿反托拉斯法的价格歧视及其 他行为：6.执行羊毛织品商标法案。 Market home market 国内市场 3
《商务英语》 授课教案 3 的文字、图形、雕刻及印制说明的小牌子。 export labeling 出口标签 labels used in the overseas market 在国外市场中使用的商标 The US Federal Trade Commission Act of 1914 美联邦商务委员会 1914 年法案 The Federal Trade Commission was organized March 16, 1915, under the Federal Trade Commission Act, approved September 26, 1914. This Act was amended March 21, 1938. Functions： The Commission is an administrative agency exercising quasi-judicial and investigatory functions, the more important functions of which are these: (1) to prevent unfair methods of competition and unfair or deceptive acts or practices in interstate and foreign commerce; (2) to make fact-finding investigations at the direction of Congress, the President, the Attorney General, or upon its own motion; (3) to report facts of alleged violations of the anti-trust laws; (4) to administer the Export Trade Act by which is permitted the organization of associations to engage exclusively in export trade; (5) to prevent price discriminations and other practices in violation of the Clayton Act, as amended by the Robinson-Patman Act; and (6) to administer the Wool Products Labeling Act. 在 1914 年 9 月 26 日通过的美联邦商务委员会法案规定下，美联邦商务委员会组建于 1915 年 3 月 16 日。于 1938 年对该法案进行了修正。 职能：该委员会是实施准司法性和调查性职能的行政机构，主要职能有：1. 防止跨州或外贸中出 现不公平竞争手段及不公平或欺骗行为； 2. 根据国会、总统、首席检察官的命令或本机构的提 议进行事实调查；3. 报告违反涉嫌反托拉斯法规的事实； 4. 执行允许联合企业专门从事出口贸 易的出口贸易法规；5. 防止违反由鲁宾逊-帕特曼法规修正的克莱顿反托拉斯法的价格歧视及其 他行为； 6. 执行羊毛织品商标法案。 Market home market 国内市场
裤黄6黄学 《商务英语》 授课教案 domestic market 国内市场 overseas market 海外市场 black market 黑市 active market 买卖成交踊跃的市场 【金融】热门股票 after market 【经贸】售后市场 auction market 拍卖市场 bear market (交易所)行市趋势看跌的市面，卖空的证券 交易投机商（即空头）占优势的交易市面 Common Market (欧洲)共同市场 sky market 露天市场 bond market 债券市场 bond issuing market 债券发行市场 booming market 景气[繁荣]的市场 brisk market 景气[繁荣]的市场 break in the market 市价暴跌 bring to market(=put on the market)投放市场，出售，兜售 bull the market 【商】做多头（指拾高市场价格） corner the market 囤积居奇，垄断市场 play the market 投机倒把，做股票投机生意 price out of the market (商品)定价过高无人购买 put on the market 出售，投放市场 raid the market 扰乱市场 Language points to store to reserve or put away for future use;stock;to put or keep in a special place while not in use, 藏，储存，把存放在.…，积储 1.While she was abroad she stored her furniture in a warehouse. 她在国外期间把家具存放在仓库里。 2.The squirrels are busy storing (up)nuts so they will have food in the winter
《商务英语》 授课教案 4 domestic market 国内市场 overseas market 海外市场 black market 黑市 active market 买卖成交踊跃的市场 【金融】热门股票 after market 【经贸】售后市场 auction market 拍卖市场 bear market (交易所)行市趋势看跌的市面, 卖空的证券 交易投机商(即空头)占优势的交易市面 Common Market (欧洲)共同市场 sky market 露天市场 bond market 债券市场 bond issuing market 债券发行市场 booming market 景气[繁荣]的市场 brisk market 景气[繁荣]的市场 break in the market 市价暴跌 bring to market(=put on the market) 投放市场, 出售，兜售 bull the market 【商】做多头(指抬高市场价格) corner the market 囤积居奇, 垄断市场 play the market 投机倒把, 做股票投机生意 price out of the market (商品)定价过高无人购买 put on the market 出售, 投放市场 raid the market 扰乱市场 Language points to store to reserve or put away for future use; stock; to put or keep in a special place while not in use 贮存, 储 藏，储存，把…存放在… ，积储 1. While she was abroad she stored her furniture in a warehouse. 她在国外期间把家具存放在仓库里。 2. The squirrels are busy storing (up) nuts so they will have food in the winter
裤尉所黄学 《商务英语》 授课教案 松鼠在忙着储存坚果以备冬天之需。 corrugated shaped into folds or parallel and alternating ridges and grooves;formed in rows of wavelike folds 成皱纹的，波状的，有瓦楞的 1.a corrugated cardboard box 一个瓦楞纸板箱 2.corrugated iron roof 波纹铁屋顶 3.a corrugated brow 皱起的眉 to retail the sale of goods or commodities in small quantities directly to consumers for their own use and not for selling to anyone else,零售，零卖 1.I bought it by retail. 我是以零售的方式把它买来的。 2.These socks retail at $3 a pair. 这种袜子零卖每双3美圆。 to perform to fulfill an obligation or requirement;accomplish something as promised or expected;to do;carry out (a piece of work,duty,ceremony etc.),especially according to a usual or established methods, 成，做，实行， 1.The surgeon has performed the operation 外科医生做了手术。 2.She performs an important role in the university. 她在这所大学中发挥着重要的作用。 to attract (somebody to somebody/something) to arouse or compel the interest,admiration,or attention of:to excite the admiration,interest,or feelings of;to draw or 5
《商务英语》 授课教案 5 松鼠在忙着储存坚果以备冬天之需。 corrugated shaped into folds or parallel and alternating ridges and grooves; formed in rows of wavelike folds 缩 成皱纹的, 波状的, 有瓦楞的 1. a corrugated cardboard box 一个瓦楞纸板箱 2. corrugated iron roof 波纹铁屋顶 3. a corrugated brow 皱起的眉 to retail the sale of goods or commodities in small quantities directly to consumers for their own use and not for selling to anyone else; 零售, 零卖 1. I bought it by retail. 我是以零售的方式把它买来的。 2. These socks retail at $3 a pair. 这种袜子零卖每双 3 美圆。 to perform to fulfill an obligation or requirement; accomplish something as promised or expected; to do; carry out (a piece of work, duty, ceremony etc.), especially according to a usual or established methods 履行，完 成, 做，实行， 1. The surgeon has performed the operation. 外科医生做了手术。 2. She performs an important role in the university. 她在这所大学中发挥着重要的作用。 to attract (somebody to somebody/something) to arouse or compel the interest, admiration, or attention of; to excite the admiration, interest, or feelings of; to draw or