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1、Lesson one Marketing abroad,Lesson 1 Marketing abroad,Part one Glossary,GLOSSARY,1.firm2.range3.multinational4.market5.go in for6.hence7.capital investment8.considerable9.modify10.outset11.disastrous12.frustration13.yield,14.substantial15.dividend16.statistics(pl.)17.available18.desk research19.mode
2、st20.expenditure21.plunge22.overseas23.blunder24.as to25.advantage26.intermediary,GLOSSARY,27.agent28.export munication30.subsidiary31.assess32.approach33.amount(to)34.acquire35.supervise36.distribution37.display38.warehouse39.at hand,40.deal41.assembly42.barrier43.negotiation44.national45.aware46.c
3、ontend47.premises(pl.)48.profit49.the pros and cons50.investment51.worthwhile52.distributor,GLOSSARY,mission55.pass on56.del credere57.lay down58.facilities59.privilege60.sole 61.image62.recognizable63.layout64.showroom,65.forecourt66.retain67.franchise68.joint venture69.license70.patent71.expertise
4、72.partnership73.put up74.know-how75.reward76.conflict,1.firm,n.,a business company,Synonyms:company,corporation,enterprise,house Example:an accounting firm a long firm a manufacturing firm,Adj.,会计事务所滑头公司，皮包公司制造企业,Firm offerFirm contractFirm order,实盘经确认的合同不可撤销 的订单,3.multinational,plurilateral,unilat
5、eral,bilateral,multinational enterprise,7.Capital investment,Long-term investment,长期投资,Short-term investment,短期投资,Kind investment,实物投资,Equity investment,产权投资,Gross investment,总投资,FDI-foreign direct investment,外国直接投资,38.warehouse,Warehouse certificate,仓库凭单,Warehouse to warehouse clause,仓至仓条款,We have
6、arranged to warehouse the supplies.,Warehousing charges,仓储费用,mission,A sales commission,销售佣金,A commission agent,佣金代理商,We have appointed the firm as our agent on a commission basis for five years.,n.佣金，回扣,明佣 暗佣,She gets a secret commission of 10%on all the sales he makes.,Lesson one Marketing abroad,
7、.Introduction,1.Exporting firms,size,methods of marketing,Multinational enterprises,.Introduction,2.The method of testing the market,What is to test the market?,The dangers,The right method,Sell in a small way,no changes,no extra investment,Results of efforts not be true reflection,A difficult marke
8、t,time,expenses,.Introduction,3.Sources of information,Chamber of commerce,Chinese commercial counselors office,Banks,Ads,Website,.introduction,Useful words&phrases,1.Go in for,He went in for real estate last year.,他自去年开始涉足房地产业.,.Introduction,Useful words&phrases,2.market,Capital market,资本市场,商品市场,Co
9、mmodity market,国内市场,Domestic market,股票市场,Stock market,market economy,market research,soft market,declining market,difficult market,ready market,The polluted goods are not marketable.,可销售的，适合市场需要的。,.Introduction,Useful words&phrases,3.practical research,observational method,experimental method,survey
10、,4.expenditure,他只用适度花费就获得了可观的利润。,He got considerable profit with modest amount of expenditure.,Question time,.Method of marketing,1.Direct selling,1.1 concept,1.2 advantage,1.3 disadvantage,1.4 realizing method,seller,buyer,communication,establish a relationship,be aware of the goods,assess the buye
11、rs requirements,expenses,a salesman,sales office,branch or subsidiary,.Method of marketing,supplenmentary knowledge/useful words&phrases,1.Branch&subsidiary,The branch is one indispensable part of the mother enterprise,as to organization and assets.,It involves easy procedures to set up a branch.But
12、 it doesnt enjoy the qualification of local enterprise.,Although controlled by mother enterprise,the subsidiary is an independent legal entity.,It practices independent accounting,and assumes fully civil liability.,.Method of marketing,supplenmentary knowledge/useful words&phrases,2.bear,承担,在将货物交给代理
13、人前，你应承担一切风险。,You should bear all the risks of the goods before passing them to the agent.,按照合同，你方应承担保险费。,According to the contract,you should bear the premium.,标有,The cheque bears his signature.,The order doesnt bear the clause you mentioned.,1.5.Sales office,advantages,continuous presence in buyers
14、 country,develop sales and get market information,skilled engineers be at hand,to overcome language problem,local staff,disadvantages,contending with local laws,difficulties in getting profits home,.Method of marketing,Case study,coca cola,small enterprise,world war,anti-fascist war,war department,A
15、merican soldiers,everywhere,local people,end of war,localization,factories,only recipe,.Method of marketing,2.Indirect selling,2.1 concept,2.2 when to apply,2.3 pros&cons,2.4 realizing methods,employment of agent or distributor,indirect communication,new exporter,sales increase,knowledge develops,Di
16、rect selling,agent distributor,2.5 choosing an agent,Look to his interests and work for his commission,Danger of divided loyalties,Size of agents business,extent of his knowledge,How to choose an agent,Responsibility of the agent,2.5 choosing an agent,Suppose you are producer of certain cosmetics.Planning to develop sales all over the country,you want to find agent in every province.Design a piece of ad for hunting agents.,Thank you!,
