商务英语考点：
● Brands
(1) Brand concept
Word mark + non-word mark
A promise made by a particular company about a particular product
A quality certification
Differentiation between competing products
(2) The sum of impressions about a brand is the Brand Image品牌形象
Customers integrate all their experiences of observing, using, or consuming a product with everything they hear and read about it. The essence of a brand exists in the mind; as such, brands are intangible. However, companies develop logos, distinctive packaging, and other communication devices to provide visual representations of their brands. A logo can take a variety of forms, starting with the brand name itself.
● Country of Origin as Brand Element
Many factors affect brand image, but one factor of great concern is the country-of-origin effect on the market’s perception of the product(来源国效应)
Japan, Germany, France, Italy
If a country produces high-quality products perceived as low quality, there are two alternatives:
disguise the country of origin.
keep foreign identification and change buyer attitudes.
One of the facts of life in global marketing is that perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries. Such perceptions contribute to the country-of-origin effect; they become part of a brand’s image and contribute to brand equity. This is particularly true for automobiles, electronics, fashion, beer, recorded music, and certain other product categories.
Perceptions and attitudes about a product ’s origins can be positive or negative. On the positive side, as one marketing expert has pointed out, “‘German ’ is synonymous with quality engineering, ‘Italian ’ is synonymous with style, and ‘French ’ is synonymous with chic.”
● A developing continuum一个发展的连续体：
Local product and brands > International product and brands > Global product and brands
● Local Products and Brands Entrenched （确立）local products/brands can be a significant competitive hurdle跨越 to
global companies
● International Products and Brands ‘Euro-brands ’
● Global Products and Brands A global brand is not the same thing as a global product.
● Brand Strategies
1．existing brand name extended to Combination or tiered branding组合品牌或多级品牌:
Toyota Camery
Sony Walkman
2．Example: The Virgin Group
Virgin Intertainment: Virgin Mega-stores and MGM Cinemas (米高梅Metro-Goldwyn-Mayer)
Virgin Trading: Virgin Cola and Virgin Vodka
Virgin Radio
Virgin Media Group: Virgin Publishing, Virgin Television, Virgin Net
Virgin Hotels
Virgin Travel Group: Virgin Atlantic Airways, Virgin Holidays
3．: two or more company or product brands are featured prominently on product packaging or in advertising
Intel Inside
● Hierarchy of Product产品层级
A product can be divided into three distinct components:
core component核心成分
Design and functional features
packaging component包装成分
Packaging , labeling, aesthetic styles, trademark, brand name, quality, price„
support services component支持服务成分
Repair and maintenance, installation, warranties
● Strategic Alternatives in Global Marketing – – different country markets –
● Marketing Mix
In carrying out the marketing functions, the firm needs to have a marketing program or
strategy. This is known as the marketing mix (the words created by Neii Borden in 1953).
● Marketing Strategy
No segmentation >Complete segmentation
1．A type of marketing (or attempting to sell through persuasion) of a product to
2．needs of one or more segments.
3．Focusing on subsegments or niches with that may seek 4．
● Development of marketing mix:
1. 4 P’s
2. 6 P’s
3. 4 C’s
4. 7 P’s
● 4 P’s
According to E ．J ．McCarthy ’s Basic Marketing in1960, marketing mix contains the following major elements(主要因素):
(a) product (b) price
(c) place (d) promotion
产品策略
Product strategy
定价策略
Pricing strategy
分销策略
Placing strategy
促销策略
Promotion strategy
● 6p ’s
According to Philip Kotler’s Megamarketing in1986, marketing mix contains 6p’s: (a) product
(b) price
(c) place
(d) promotion
(e) power
(f) public relations
● 4C ’s
With the development of cyber marketing/ online marketing, Philip Kotler in the early of 1990’s pointed out 4C’s which is the new theory on marketing mix:
(a) consumer -------consumer’s wants and needs
(b) cost --------cost to satisfy wants and needs
(c) convenience --------convenience to buy
(d) communication -------communication with consumers
● 从“4P ”到“4C ”
Product 产品 > Customer顾客
Pricing 定价 > Cost成本
Placing 分销 > Convinience便利
Promotioning 促销 > Communication沟通
● 7P's
To reflect service products and the service elements of physical goods, the traditional marketing mix has now been extended to 7P's (Booms and Bitner).
product
price
promotion
placement (or distribution)
people (the use of appropriate staff and people )
physical evidence (customers’ perceptions based on their sight of the service provision ) process (the systems used to assist the organization in delivering the service )
● What Is a Hypothesis?
Hypothesis: a testable proposition.
in economics: a testable proposition about how people will behave or react to a change in economic circumstances
Empirical analysis uses data to test whether a hypothesis is valid.
if hypothesis is consistent with real-world observations, it is accepted as theory
difficult because controlled experimentation is seldom possible in economics
● What Is Ceteris Paribus?
Latin for “holding everything else constant”.
means isolating a variable to assess its effect
Example of Ceteris Paribus:
Hypothesis: if I study harder, I will perform better on a test
Other variables can affect outcome:
- slept in on day of exam
- studied the wrong material
Hypothesis true if hold these other variables constant
● Correlation vs Causation:
- icy roads, reduced speeds, more accidents - reduced speeds do not cause more accidents; icy roads do
● Positive Analysis:
- “average income is $30,000”
● Normative Analysis:
- “incomes should be more equally distributed”
● Scarcity:
exists when human wants exceed available resources
the scarce resources used in the production of goods and services are:
- labour
- land
- capital
- entrepreneurship
1．Labour
physical and mental effort expended by people in the production of goods and services.
2．Land
all natural resources used in the production of goods and services
3．Capital
the equipment and structures used to produce goods and services.
buildings, tools, machines and factories.
includes human capital: the productive knowledge and skill people receive from education and training.
4．Entrepreneurs
combine labour, land and capital to produce goods and services.
decide what and how to produce.
look for ways to improve production techniques, create new products.
take risks, driven by the chance to make profits.
● Marginal Thinking:
focuses on marginal, or additional, choices. not whether to eat, sleep, or study, but
how much of each
The Rule of Rational Choice:
individuals will only do something if expected marginal benefits are greater than expected marginal costs
E(MB) > E(MC)
● Three levels of product
● Product and Service Classifications
Consumer products
Industrial products
● What Is a Product
Product and Service Classifications
Consumer products are products and services for personal consumption
Classified by how consumers buy them
Convenience products
Shopping products
Specialty products
Unsought products
1．Convenience products are consumer products and services that the customer usually buys Newspapers
Candy
Fast food
2．Shopping products are consumer products and services that the customer Furniture
Cars
Appliances
3．Specialty products are consumer products and services with Medical services
Designer clothes
High-end electronics
4．Unsought products are consumer products that the consumer Life insurance
Funeral services
Blood donations
● Key terms
Mercantilism (mercantilist)重商主义(重商主义者)
Trade surplus/deficit贸易赢余(顺差)/赤字(逆差)
Subsidize v. 补贴
Zero-sum game/Positive-sum game零和博弈/正和博弈
The Wealth of Nations《国富论》(亚当. 斯密)
Absolute advantage绝对优势
Comparative advantage比较优势
Labor-intensive goods劳动密集型商品
capital-intensive goods资本密集型商品
Factor of production生产要素
Leontief Paradox列昂剔夫悖论
Consumer preference消费者偏好
Human capital人力资本
Physical capital实物资本
Capital expenditure资本性支出
Less developed country欠发达国家
Resources endowment资源禀赋
Manufactured goods工业制成品
Market economies市场经济体
Country-similarity theory国家相似理论
Home market母国市场、本国市场
Factor endowments要素禀赋
Pattern of trade贸易模式/格局
Primary commodity初级商品
Per capita income人均收入
Lower-income country低收入国家
Demand or reaction lag需求或反应滞后
Imitation lag模仿滞后
Patent law专利法
Economies of scale规模经济
Learning-by-doing 干中学
Opportunity cost机会成本
High/low-wage economies高/低工资经济体
Product life cycle产品生命周期
● Zero-sum game/Positive-sum game: one party gains only at the expense of other nations )
● Portfolio analysis
What is Business Portfolio Analysis?
Business portfolio analysis is an enterprise strategy development tool based primarily on the market share of your business and the growth of market in which your business exists.
Why is Business Portfolio Analysis?
Business portfolio analysis as an organizational strategy formulation technique is based on
the philosophy that organizations should develop strategy much as they handle investment portfolios. Just as sound financial investments should be supported and unsound ones discarded, sound organizational activities should be emphasized and unsound ones deemphasized.
premium 保险费
indemnities 赔偿
tenancy 房屋出租
lease of property财产出租
wind up/cease a business停业
appreciation of money货币升值
volt 伏特
ampere 安培
joule 焦耳
sofa 沙发
memory 存储器
IMF 国际货币基金组织
vitamin 维生素
laser 镭射，激光
topology 拓扑学
Mig 米格飞机
WTO 世界贸易组织
UNESCO 联合国教育科学文化组织
NATO 北大西洋公约组织
GDP 国内生产总值（Gross Domestic Product，简称GDP)
IBM （国际商业机器公司）或万国商业机器公司（International Business MachinesCorporation） CPU 即中央处理器
FAX 传真（facsimile 的简写）
CBD 中央商务区(Central Business District，简称CBD)
CEO 首席执行官（Chief Executive Officer，缩写CEO ）
DNA: deoxyribonucleic acid 脱氧核糖核酸
a cake of soap一块肥皂
a lump of sugar一块糖
two drops of ink两滴墨水
a bead of sweat一滴汗
a pack of cigarettes一包香烟
a bundle of clothes一包衣服
a pair of gloves一副手套
a set of chess一副象棋
SHINC = Sunday and Holiday Included 包括星期天和节假日；
CCIB = the China Commodity Inspection Bureau 中国商品检验局。
商务英语考点：
● Brands
(1) Brand concept
Word mark + non-word mark
A promise made by a particular company about a particular product
A quality certification
Differentiation between competing products
(2) The sum of impressions about a brand is the Brand Image品牌形象
Customers integrate all their experiences of observing, using, or consuming a product with everything they hear and read about it. The essence of a brand exists in the mind; as such, brands are intangible. However, companies develop logos, distinctive packaging, and other communication devices to provide visual representations of their brands. A logo can take a variety of forms, starting with the brand name itself.
● Country of Origin as Brand Element
Many factors affect brand image, but one factor of great concern is the country-of-origin effect on the market’s perception of the product(来源国效应)
Japan, Germany, France, Italy
If a country produces high-quality products perceived as low quality, there are two alternatives:
disguise the country of origin.
keep foreign identification and change buyer attitudes.
One of the facts of life in global marketing is that perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries. Such perceptions contribute to the country-of-origin effect; they become part of a brand’s image and contribute to brand equity. This is particularly true for automobiles, electronics, fashion, beer, recorded music, and certain other product categories.
Perceptions and attitudes about a product ’s origins can be positive or negative. On the positive side, as one marketing expert has pointed out, “‘German ’ is synonymous with quality engineering, ‘Italian ’ is synonymous with style, and ‘French ’ is synonymous with chic.”
● A developing continuum一个发展的连续体：
Local product and brands > International product and brands > Global product and brands
● Local Products and Brands Entrenched （确立）local products/brands can be a significant competitive hurdle跨越 to
global companies
● International Products and Brands ‘Euro-brands ’
● Global Products and Brands A global brand is not the same thing as a global product.
● Brand Strategies
1．existing brand name extended to Combination or tiered branding组合品牌或多级品牌:
Toyota Camery
Sony Walkman
2．Example: The Virgin Group
Virgin Intertainment: Virgin Mega-stores and MGM Cinemas (米高梅Metro-Goldwyn-Mayer)
Virgin Trading: Virgin Cola and Virgin Vodka
Virgin Radio
Virgin Media Group: Virgin Publishing, Virgin Television, Virgin Net
Virgin Hotels
Virgin Travel Group: Virgin Atlantic Airways, Virgin Holidays
3．: two or more company or product brands are featured prominently on product packaging or in advertising
Intel Inside
● Hierarchy of Product产品层级
A product can be divided into three distinct components:
core component核心成分
Design and functional features
packaging component包装成分
Packaging , labeling, aesthetic styles, trademark, brand name, quality, price„
support services component支持服务成分
Repair and maintenance, installation, warranties
● Strategic Alternatives in Global Marketing – – different country markets –
● Marketing Mix
In carrying out the marketing functions, the firm needs to have a marketing program or
strategy. This is known as the marketing mix (the words created by Neii Borden in 1953).
● Marketing Strategy
No segmentation >Complete segmentation
1．A type of marketing (or attempting to sell through persuasion) of a product to
2．needs of one or more segments.
3．Focusing on subsegments or niches with that may seek 4．
● Development of marketing mix:
1. 4 P’s
2. 6 P’s
3. 4 C’s
4. 7 P’s
● 4 P’s
According to E ．J ．McCarthy ’s Basic Marketing in1960, marketing mix contains the following major elements(主要因素):
(a) product (b) price
(c) place (d) promotion
产品策略
Product strategy
定价策略
Pricing strategy
分销策略
Placing strategy
促销策略
Promotion strategy
● 6p ’s
According to Philip Kotler’s Megamarketing in1986, marketing mix contains 6p’s: (a) product
(b) price
(c) place
(d) promotion
(e) power
(f) public relations
● 4C ’s
With the development of cyber marketing/ online marketing, Philip Kotler in the early of 1990’s pointed out 4C’s which is the new theory on marketing mix:
(a) consumer -------consumer’s wants and needs
(b) cost --------cost to satisfy wants and needs
(c) convenience --------convenience to buy
(d) communication -------communication with consumers
● 从“4P ”到“4C ”
Product 产品 > Customer顾客
Pricing 定价 > Cost成本
Placing 分销 > Convinience便利
Promotioning 促销 > Communication沟通
● 7P's
To reflect service products and the service elements of physical goods, the traditional marketing mix has now been extended to 7P's (Booms and Bitner).
product
price
promotion
placement (or distribution)
people (the use of appropriate staff and people )
physical evidence (customers’ perceptions based on their sight of the service provision ) process (the systems used to assist the organization in delivering the service )
● What Is a Hypothesis?
Hypothesis: a testable proposition.
in economics: a testable proposition about how people will behave or react to a change in economic circumstances
Empirical analysis uses data to test whether a hypothesis is valid.
if hypothesis is consistent with real-world observations, it is accepted as theory
difficult because controlled experimentation is seldom possible in economics
● What Is Ceteris Paribus?
Latin for “holding everything else constant”.
means isolating a variable to assess its effect
Example of Ceteris Paribus:
Hypothesis: if I study harder, I will perform better on a test
Other variables can affect outcome:
- slept in on day of exam
- studied the wrong material
Hypothesis true if hold these other variables constant
● Correlation vs Causation:
- icy roads, reduced speeds, more accidents - reduced speeds do not cause more accidents; icy roads do
● Positive Analysis:
- “average income is $30,000”
● Normative Analysis:
- “incomes should be more equally distributed”
● Scarcity:
exists when human wants exceed available resources
the scarce resources used in the production of goods and services are:
- labour
- land
- capital
- entrepreneurship
1．Labour
physical and mental effort expended by people in the production of goods and services.
2．Land
all natural resources used in the production of goods and services
3．Capital
the equipment and structures used to produce goods and services.
buildings, tools, machines and factories.
includes human capital: the productive knowledge and skill people receive from education and training.
4．Entrepreneurs
combine labour, land and capital to produce goods and services.
decide what and how to produce.
look for ways to improve production techniques, create new products.
take risks, driven by the chance to make profits.
● Marginal Thinking:
focuses on marginal, or additional, choices. not whether to eat, sleep, or study, but
how much of each
The Rule of Rational Choice:
individuals will only do something if expected marginal benefits are greater than expected marginal costs
E(MB) > E(MC)
● Three levels of product
● Product and Service Classifications
Consumer products
Industrial products
● What Is a Product
Product and Service Classifications
Consumer products are products and services for personal consumption
Classified by how consumers buy them
Convenience products
Shopping products
Specialty products
Unsought products
1．Convenience products are consumer products and services that the customer usually buys Newspapers
Candy
Fast food
2．Shopping products are consumer products and services that the customer Furniture
Cars
Appliances
3．Specialty products are consumer products and services with Medical services
Designer clothes
High-end electronics
4．Unsought products are consumer products that the consumer Life insurance
Funeral services
Blood donations
● Key terms
Mercantilism (mercantilist)重商主义(重商主义者)
Trade surplus/deficit贸易赢余(顺差)/赤字(逆差)
Subsidize v. 补贴
Zero-sum game/Positive-sum game零和博弈/正和博弈
The Wealth of Nations《国富论》(亚当. 斯密)
Absolute advantage绝对优势
Comparative advantage比较优势
Labor-intensive goods劳动密集型商品
capital-intensive goods资本密集型商品
Factor of production生产要素
Leontief Paradox列昂剔夫悖论
Consumer preference消费者偏好
Human capital人力资本
Physical capital实物资本
Capital expenditure资本性支出
Less developed country欠发达国家
Resources endowment资源禀赋
Manufactured goods工业制成品
Market economies市场经济体
Country-similarity theory国家相似理论
Home market母国市场、本国市场
Factor endowments要素禀赋
Pattern of trade贸易模式/格局
Primary commodity初级商品
Per capita income人均收入
Lower-income country低收入国家
Demand or reaction lag需求或反应滞后
Imitation lag模仿滞后
Patent law专利法
Economies of scale规模经济
Learning-by-doing 干中学
Opportunity cost机会成本
High/low-wage economies高/低工资经济体
Product life cycle产品生命周期
● Zero-sum game/Positive-sum game: one party gains only at the expense of other nations )
● Portfolio analysis
What is Business Portfolio Analysis?
Business portfolio analysis is an enterprise strategy development tool based primarily on the market share of your business and the growth of market in which your business exists.
Why is Business Portfolio Analysis?
Business portfolio analysis as an organizational strategy formulation technique is based on
the philosophy that organizations should develop strategy much as they handle investment portfolios. Just as sound financial investments should be supported and unsound ones discarded, sound organizational activities should be emphasized and unsound ones deemphasized.
premium 保险费
indemnities 赔偿
tenancy 房屋出租
lease of property财产出租
wind up/cease a business停业
appreciation of money货币升值
volt 伏特
ampere 安培
joule 焦耳
sofa 沙发
memory 存储器
IMF 国际货币基金组织
vitamin 维生素
laser 镭射，激光
topology 拓扑学
Mig 米格飞机
WTO 世界贸易组织
UNESCO 联合国教育科学文化组织
NATO 北大西洋公约组织
GDP 国内生产总值（Gross Domestic Product，简称GDP)
IBM （国际商业机器公司）或万国商业机器公司（International Business MachinesCorporation） CPU 即中央处理器
FAX 传真（facsimile 的简写）
CBD 中央商务区(Central Business District，简称CBD)
CEO 首席执行官（Chief Executive Officer，缩写CEO ）
DNA: deoxyribonucleic acid 脱氧核糖核酸
a cake of soap一块肥皂
a lump of sugar一块糖
two drops of ink两滴墨水
a bead of sweat一滴汗
a pack of cigarettes一包香烟
a bundle of clothes一包衣服
a pair of gloves一副手套
a set of chess一副象棋
SHINC = Sunday and Holiday Included 包括星期天和节假日；
CCIB = the China Commodity Inspection Bureau 中国商品检验局。