剑桥商务英语中级第二版10bglobalmarketing

1、 Unit 10b Going global I. Choosing the right productSpeakingSs think of three globally successful products and why they are successfulUnit 10b Going globalinvest in research and development 在研发方面投资 listen to their customers 听取客户意见understand the market demand了解市场需求Unit 10b Going globalidentify the mo

2、st valuable promotional methods 识别最有价值的促销方法 companies should be acquainted with the local values and social customs公司应该熟悉本土市场的价值观念和社会习俗 adapt the products to different local customers使产品适应不同的本土市场 Cater for the taste of the local customers迎合本地消费者的口味 Unit 10b Going globalReadingIn the 1980s the US hot

3、el group Marriott Corporation decided on a strategy of globalization. Put these Marriott brands into the framework on p135.Read the case study on p 136, and then check the answer for the most suitable product for globalization.Unit 10b Going globalPortfolio n. set of investments (e.g. stocks and sha

4、res) owned by a person, bank, etc （个人 银行等所有的）投资组合（如债券和股票）e.g. The group has a property portfolio worth $2.4 billion.Unit 10b Going globalDimension n. an aspect, or way of looking at or thinking about sthe.g. Her job added a new dimension to her life Unit 10b Going globalglobetrotting adj. traveling

5、often to many different places around the world:e.g. The sales job is a globetrotting post as we have customers in several countries.Unit 10b Going globalII. Entering the marketListeningDonald Fraser, a consultant at Kennedy, McLeish & Partners (KMP), talks about advising companies on exporting. Lis

6、ten and choose one letter for the correct answer.Unit 10b Going globalWell, if you want to keep financial risk to a minimum, you should think about a licensing arrangement or perhaps a franchise. 如果要把金融风险减到最小， 就应该考虑发（产品）许可证或者特许经营权。Unit 10b Going globalfranchise n. formal permission to sell a company

7、s goods or services in a particular area （正式授予在某地区销售某某公司的货物或经营某业务的）特权, 特许e.g. That fast food business have expanded through the sale of franchise. 该快餐店通过出售特许经销权而扩大了生意。Unit 10b Going globalSuggested answer1. C2. A3. C4. C5. A6. B7. A8. BUnit 10b Going globalWhat are the advantages and disadvantages of the following ways of entering a market? franchiseLower financial riskControl of productAvoid the conflicts of joint venturesUnit 10b Going global joint ventureCan share costs and risksAccess to important local information without the cost of buying a companyCan Unit 10b Going global