莲所管大号 《商务英语》 授课教案 Chapter 11 PRODUCT ADAPTATION AND PRESENTATION Objectives A.to understand the purpose and importance of export product adaptation and presentation B.To know different ways of product adaptation and presentation C.To learn relevant English expressions and language structures Introduction Heraclitus,an ancient Greek philosopher,once said:"You can't step twice into the same river."In this world,the only thing that is constant and doesn't change is change itself,which describes one of the important characteristics of our modern society.A successful enterprise must improve its products constantly for the sake of its product adaptation.Meanwhile,it should increase consumers'awareness of its products as well,and product presentation is one of the effective ways to achieve that. 古希腊哲学家赫拉克里特说过，人不能两次踏进同一条河流。这个世界上唯一不变的东西是变化 本身。现代社会尤其如此。一个企业要想在瞬息万变的市场上立于不败之地，必须不断地创新， 不断地改进自己的产品，以提高其适应市场的能力，从而更好地满足消费者的需要。同时，制造 商们还应该在产品宣传上大下功夫，以提高消费者对其产品的认知度。产品展示就是提高产品认 知度的有效途径之一。 Main points of the text A.1.To satisfy customers'needs,wants and likes 2.Checklist for product adaptation B.1.The extra appeal of the products to the customers 2.The products should possess reliable performance C.1.Product presentation 2.Product publicity 3. Brand image of the product 4.The identification of the manufacturer
《商务英语》 授课教案 1 Chapter 11 PRODUCT ADAPTATION AND PRESENTATION Objectives A. to understand the purpose and importance of export product adaptation and presentation B. To know different ways of product adaptation and presentation C. To learn relevant English expressions and language structures Introduction Heraclitus, an ancient Greek philosopher, once said: “You can't step twice into the same river.” In this world, the only thing that is constant and doesn’t change is change itself, which describes one of the important characteristics of our modern society. A successful enterprise must improve its products constantly for the sake of its product adaptation. Meanwhile, it should increase consumers’ awareness of its products as well, and product presentation is one of the effective ways to achieve that. 古希腊哲学家赫拉克里特说过，人不能两次踏进同一条河流。这个世界上唯一不变的东西是变化 本身。现代社会尤其如此。一个企业要想在瞬息万变的市场上立于不败之地，必须不断地创新， 不断地改进自己的产品，以提高其适应市场的能力，从而更好地满足消费者的需要。同时，制造 商们还应该在产品宣传上大下功夫，以提高消费者对其产品的认知度。产品展示就是提高产品认 知度的有效途径之一。 Main points of the text A. 1. To satisfy customers’ needs, wants and likes 2. Checklist for product adaptation B. 1. The extra appeal of the products to the customers 2. The products should possess reliable performance C. 1. Product presentation 2. Product publicity 3. Brand image of the product 4. The identification of the manufacturer
树仟经所蜀多大学 《商务英语》 授课教案 Background and terminology product adaptation产品调整 In order to promote sales in a particular place or country,a manufacturer has to change its product,either shape,size,color,weight,or quality,function,performance,in accordance with the particular requirements,tastes of the potential customers and/or the regulations,legal stimulations of the government. product presentation产品展示 A series of activities to show to the public the particular physical features and that associated with the product.There are different ways to do this:displaying,illustrating,advertising,free sampling,etc.The purpose of such activities is trying to promote the sales. Heraclitus 赫拉克里特Heraclitus(540?-480?BC),Greek philosopher,.who believed that fire is the primordial source of matter and that the entire world is in a constant state of change.He was born in Ephesus,an ancient Greek city in Asia Minor,in what is now Turkey. Heraclitus was in a sense one of the founders of Greek metaphysics.Other famous quotations from him are as follows: 1.The foundation of the world is at rest,the world itself is in motion. 2.Everything flows and nothing stays. 3.A hidden connection is stronger than an obvious one. 4.The way up and the way down are one and the same. metric systems A decimal system of units based on the meter as a unit length,the kilogram as a unit mass,and the second as a unit time公制，米制，十进位单位制，米为长度单位，千克为质量单位，秒为时间单 位。 consumer goods 生活消费品items bought by consumers,goods that are bought by consumers and are not used to produce other goods 1.Prices of consumer goods are going up. 消费品的价格正在上涨。 2.The price of this kind of consumer goods on our domestic market is open. 2
《商务英语》 授课教案 2 Background and terminology product adaptation 产品调整 In order to promote sales in a particular place or country, a manufacturer has to change its product, either shape, size, color, weight, or quality, function, performance, in accordance with the particular requirements, tastes of the potential customers and/or the regulations, legal stimulations of the government. product presentation 产品展示 A series of activities to show to the public the particular physical features and that associated with the product. There are different ways to do this: displaying, illustrating, advertising, free sampling, etc. The purpose of such activities is trying to promote the sales. Heraclitus 赫拉克里特 Heraclitus (540?-480? BC), Greek philosopher, who believed that fire is the primordial source of matter and that the entire world is in a constant state of change. He was born in Ephesus, an ancient Greek city in Asia Minor, in what is now Turkey. Heraclitus was in a sense one of the founders of Greek metaphysics. Other famous quotations from him are as follows: 1. The foundation of the world is at rest, the world itself is in motion. 2. Everything flows and nothing stays. 3. A hidden connection is stronger than an obvious one. 4. The way up and the way down are one and the same. metric systems A decimal system of units based on the meter as a unit length, the kilogram as a unit mass, and the second as a unit time 公制，米制，十进位单位制，米为长度单位，千克为质量单位，秒为时间单 位。 consumer goods 生活消费品 items bought by consumers; goods that are bought by consumers and are not used to produce other goods 1. Prices of consumer goods are going up. 消费品的价格正在上涨。 2. The price of this kind of consumer goods on our domestic market is open
裤尉6黄学 《商务英语》 授课教案 在我们国内市场上，这种消费品的价格是放开的。 3.There's a large variety of consumer goods in the shops. 商店里备有各种各样的消费品。 Brand Image 品牌形象 the impression on the public of an enterprise or a company's trademark 一个企业或公司商标在公众心目中的印象。 Advertising is often used to make consumers aware of a product's special low price or its benefits.But an even more important function of advertising is to create an image that consumers associate with a product,known as the brand image.The brand image goes far beyond the functional characteristics of the product.For example,a soft drink may have a particular taste that is one of its benefits.But when consumers think of it,they not only think of its taste,but they may also associate it with high energy, extreme action,unconventional behavior,and youth.All of those meanings have been added to the product by advertising.Consumers frequently buy the product not only for its functional characteristics but also because they want to be identified with the image associated with the brand. brand 品牌 俗称牌子或牌号，它包括牌子名称、商标和品牌标志。品牌名称指品牌中可以用语言表达的部分， 品牌标志指品牌中可被识别，但不能用语言表达的部分，包括标志、符号、图案、专门设计的颜 色、字体等。 trade mark 商标 是商品的标记，通常由文字、符号、图案来表示。它代表商品的质量和特性。 label 标签 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 的文字、图形、雕刻及印制说明的小牌子。 Language points 3
《商务英语》 授课教案 3 在我们国内市场上，这种消费品的价格是放开的。 3. There’s a large variety of consumer goods in the shops. 商店里备有各种各样的消费品。 Brand Image 品牌形象 the impression on the public of an enterprise or a company’s trademark 一个企业或公司商标在公众心目中的印象。 Advertising is often used to make consumers aware of a product’s special low price or its benefits. But an even more important function of advertising is to create an image that consumers associate with a product, known as the brand image. The brand image goes far beyond the functional characteristics of the product. For example, a soft drink may have a particular taste that is one of its benefits. But when consumers think of it, they not only think of its taste, but they may also associate it with high energy, extreme action, unconventional behavior, and youth. All of those meanings have been added to the product by advertising. Consumers frequently buy the product not only for its functional characteristics but also because they want to be identified with the image associated with the brand. brand 品牌 俗称牌子或牌号，它包括牌子名称、商标和品牌标志。品牌名称指品牌中可以用语言表达的部分， 品牌标志指品牌中可被识别，但不能用语言表达的部分，包括标志、符号、图案、专门设计的颜 色、字体等。 trade mark 商标 是商品的标记，通常由文字、符号、图案来表示。它代表商品的质量和特性。 label 标签 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 的文字、图形、雕刻及印制说明的小牌子。 Language points
延岗环经有黄多大羊 《商务英语》 授课教案 presentation the process of offering for consideration or display (of);the way in which something is said,.offered,shown,explained etc.to others(of,呈现，展示，表演，描述 1.It's this producer's attractive presentation that makes it sell so well. 这种产品就是因为其展示吸引人才畅销的。 2.I admire the clear,logical presentation of her arguments. 我很欣赏她言辞清晰且有条理的论证陈述。 to ensure to make sure or certain;to make something certain to happen;insure 确保，保证 1.You want to ensure that you catch the plane,take a taxi. 你要想确保能赶上那班飞机，就坐出租车去吧。 2.This medicine will ensure you a good night's sleep. 这种药保证能让你睡一夜好觉。 to adapt to make suitable to or fit for a specific use or situation 使适合，使适应，改编 1.He adapted himself to the cold weather. 他适应了寒冷的天气。 2.You should adapt your terms of trade to the new circumstances. 你方应根据新的情况修改自己的贸易条款。 3.In order to adapt ourselves to the business practices at your end,we agree to your request for D/P terms. 为了适应你地的贸易习惯，我们同意你方付款交单的要求。 4.The novel has been adapted to a film. 这部小说已经被改编为电影。 adaptation the act or process of adapting;the process of changing something,for example your behavior,to suit a new situation适应，顺应，与…相适应的行为或过程 1.This is the adaptation of desert specie to the hot conditions. 这就是沙漠物种对炎热环境的适应。 2.Actual most of the new product that come into our market every year are not really new but adaptation. 实际上，每年进入我国市场新产品中的大部分不是真正的新产品，而是改进后的产品。 preference (for,to,over) the selecting of someone or something over another or others;liking for one thing rather than another;special favor or consideration shown to a person,group etc.especially in business matters(两者之中)偏爱，优先选择，（尤指商业上的）优惠，优待，优先权 1.Many people expressed a strong preference for the original plan. 4
《商务英语》 授课教案 4 presentation the process of offering for consideration or display （of）; the way in which something is said, offered, shown, explained etc. to others (of), 呈现， 展示, 表演，描述 1. It’s this producer’s attractive presentation that makes it sell so well. 这种产品就是因为其展示吸引人才畅销的。 2. I admire the clear, logical presentation of her arguments. 我很欣赏她言辞清晰且有条理的论证陈述。 to ensure to make sure or certain; to make something certain to happen; insure 确保, 保证 1. You want to ensure that you catch the plane, take a taxi. 你要想确保能赶上那班飞机，就坐出租车去吧。 2. This medicine will ensure you a good night’s sleep. 这种药保证能让你睡一夜好觉。 to adapt to make suitable to or fit for a specific use or situation 使适合，使适应, 改编 1. He adapted himself to the cold weather. 他适应了寒冷的天气。 2. You should adapt your terms of trade to the new circumstances. 你方应根据新的情况修改自己的贸易条款。 3. In order to adapt ourselves to the business practices at your end, we agree to your request for D/P terms. 为了适应你地的贸易习惯，我们同意你方付款交单的要求。 4. The novel has been adapted to a film. 这部小说已经被改编为电影。 adaptation the act or process of adapting; the process of changing something, for example your behavior, to suit a new situation 适应，顺应, 与…相适应的行为或过程 1. This is the adaptation of desert specie to the hot conditions. 这就是沙漠物种对炎热环境的适应。 2. Actual most of the new product that come into our market every year are not really new but adaptation. 实际上，每年进入我国市场新产品中的大部分不是真正的新产品，而是改进后的产品。 preference (for, to, over) the selecting of someone or something over another or others; liking for one thing rather than another; special favor or consideration shown to a person, group etc. especially in business matters (两者之中) 偏爱, 优先选择, （尤指商业上的）优惠，优待，优先权 1. Many people expressed a strong preference for the original plan
裤尉6黄学 《商务英语》 授课教案 许多人强烈表示喜欢原计划。 2.We have granted that country special trade preferences. 我们给了那个国家特殊的贸易优惠。 to suit to meet the requirements of,fit,to satisfy or please;to be acceptable or convenient for适合，符合…的 要求， 1.I don't think this coat really suits me. 我觉得这件大衣不大适合我穿。 2."Will it suit you if I come around at three?" “我3点钟左右来，你觉得合适吗” to process to prepare,treat,,or convert by subjecting to a special process调制，加工，处理 1.To process ore to obtain minerals 加工矿石获取矿物质 2.Your application for a mortgage is now being processed. 你要求抵押贷款的申请正在审理中。 to appeal (to,for) the power of attracting or of arousing interest;to please,attract,interest;to make a strong request for help,support,mercy,.etc.使吸引，使感染，强烈呼吁，使喜欢 1.Does the idea of working abroad appeal to you? 出国工作的主意对你有吸引力吗？ 2.The police are appealing to the public of any information about the murder victim. 警方呼吁公众提供有关被杀害者的情况。 performance the ability to perform;the act of performing or the state of being performed;the ability of a person or a machine to do something性能，特性，业绩 1.The car's performance on corners needs to be improved. 这辆车的转弯性能需要改进。 2.The new management techniques aim to improve performance. 新的管理技术旨在提高绩效。 competition rivalry between two or more businesses striving for the same customer or market;a test of strength,skill, ability etc.竞争，比赛 1.Competition for the overseas market(biz)
《商务英语》 授课教案 5 许多人强烈表示喜欢原计划。 2. We have granted that country special trade preferences. 我们给了那个国家特殊的贸易优惠。 to suit to meet the requirements of; fit; to satisfy or please; to be acceptable or convenient for 适合，符合…的 要求, 1. I don’t think this coat really suits me. 我觉得这件大衣不大适合我穿。 2. “Will it suit you if I come around at three?” “我 3 点钟左右来，你觉得合适吗” to process to prepare, treat, or convert by subjecting to a special process 调制，加工，处理 1. To process ore to obtain minerals 加工矿石获取矿物质 2. Your application for a mortgage is now being processed. 你要求抵押贷款的申请正在审理中。 to appeal (to, for) the power of attracting or of arousing interest; to please, attract, interest; to make a strong request for help, support, mercy, etc. 使吸引，使感染, 强烈呼吁，使喜欢 1. Does the idea of working abroad appeal to you? 出国工作的主意对你有吸引力吗？ 2. The police are appealing to the public of any information about the murder victim. 警方呼吁公众提供有关被杀害者的情况。 performance the ability to perform; the act of performing or the state of being performed；the ability of a person or a machine to do something 性能, 特性, 业绩 1. The car’s performance on corners needs to be improved. 这辆车的转弯性能需要改进。 2. The new management techniques aim to improve performance. 新的管理技术旨在提高绩效。 competition rivalry between two or more businesses striving for the same customer or market; a test of strength, skill, ability etc. 竞争, 比赛 1. Competition for the overseas market (biz)