Section 2.5 市场调查Market Research教学课件

1、Section 2.5 市场调查市场调查Market Research I. 要点概述要点概述Main Points 1. What is market research?Many entrepreneur hold that their major capital sources are from investors. But,it is pity that the venture investmentcompanies put theis fund to the incumbent firms who wants to expand their business not newly dev

2、eloping companies. There are only 3,000 newly developing companies can get the venture investment from the venture investment companies every year,own the 4% of 33.8 billions venture investment. The rest part all give those famous companies. The investment from angel investors or private investors i

3、s few, every company only can get 72,000 dollars, and these investors mostly are interested in companies with high techonlogy and high development. Many entrepreneurs believe that investors are the main source of funding can assist entrepreneurs in starting an business.However, regrettably that the

4、venture capital firm has put major funds into the existedenterprises, rather than emergingcompanies. Only 3000 emerging companies can gain the business of risk investment from venture capital firm a year as wellit is the four percent annual of the thirty-eight billion dollar risk investment. The res

5、t part has went to those famouse companies already. The amount of funds are not enough from angel investors and private investors and each company probably only has seventy-two US dollars. The primary interests of these investors that the high-tech, high-growth companies.* 仔细区分词义，关注词性变化；* 判断句子主语，灵活使

6、用非谓语动词的各种形式；* 注意单复数的使用；* 注意介词的用法；*理顺句子的逻辑关系；Many entrepreneur put that investor is the main capital source of their starting business. But whats a pity that risk invested firm will put their variety of capital into the old enterprise which intend to expand their business rather than the new-start co

7、mpany. Every year just three thousand new-start company can gain risk investment business from risk company,which takes up 4% of annual three hundred and thirty eight billion dollars investment . The other are received by the famous firms. Angel investor or private investor only invests the small ac

8、count and each company is generally seventy two thousand dollars, which major interest rests on the company of high-tech and fast development.* 注意正确使用标点符号。逗号点号前面不能空格，逗号点号后面必须空格；* 仔细区分词义，关注词性变化；* 判断句子主语，灵活使用非谓语动词的各种形式；* 注意单复数的使用；* 注意主动与被动语态；* 仔细分析划线部分的修改方案；* 注意介词的用法力求避免中式表达Many entrepreneurs think in

9、vestors are the main sources of capital finance to start business. However, its a pity that venture capital firms invest their major funds in those incumbent firms who want to expand rather than those rising stars. Every year, only 3000 new businesses can obtain the business of venture investment fr

10、om those venture capital firms, which occupy 4% of every years 33.8 billion dollors venture investments. The rest part are all inflow to those well-know enterprises. The amount of funds invested by angel investors and private investors is smaller, for every firm only has 72000 dollors and their main

11、 interests are in those firms which are high-tech and high-growth.1. What is market research? Market research is an objective, systematic way of learning about the market, your customers, the competitors, the risks you might have and any other information you need for making a decision. For example,

12、 you make a market research in order to know the people who buy or might buy your products; the requirements of your customers; what prices they can pay; their requirements for shipping; the places for buying; their age, gender and income level; their attitudes and perceptions; your advantages and d

13、isadvantages; major legal requirements needed to get the name or label information for your products etc. Besides information about the target market, your customers, your competitor and your products, you also need information about customer analysis, choice modeling, competitor analysis, risk anal

14、ysis, product research, and advertising research 2. Why do you have to do market research? As a business owner, you can not afford to make errors in judgment. Your savings, your family, your future and your business reputations are all at stake. Market research is a critical step and the methods can

15、 be used to help you answer the related questions and are essential to the contemporary business. Some research seeks information related to how to expand sales while other methods are designed to help decide whether a new product should be introduced or not. A good market survey has to include a li

16、st of specific questions to answer. The answers will provide information to use in making a decision how to proceed to reach your companys objectives. As the purpose of any market research project is to achieve an increased understanding of the subject matter. With markets throughout the world becom

17、ing increasingly more competitive, market research is now on the agenda of many organizations, whether they are large or small 3. How can you do good market research? As market research require s a systematic, objective collection and analysis of data, methods for gathering information may include q

18、uestionnaires, how to form questions to ask, whether to ask face to face or by handing out written forms, and how to be sure questions get the response your company needspoorly formed questions may result in information that is useless. Other methods include offering customers a chance to see, use o

19、r taste the product, and to respond by offering their opinions. Comparing two different placements of products to see if where the product is displayed affects sales, is common. Various methods of market research can be used to find out such information.II. 商界名言商界名言 Business Sayings 1. Words are but

20、 wind, seeing is believing. 耳听为虚，眼见为实。 2. Never fish in troubled water. 不要混水摸鱼。 3. Dont count your chickens before they are hatched. 小鸡未孵出，先别数小鸡。 4. Offense is the best defense. 进攻是最好的防御。 5. Experience is the father of wisdom. 经验是智慧之父。 6. Nothing is difficult to the man who will try. 世上无难事，只要肯攀登。 II

21、I. 核心词语核心词语Core Words and Phrases (omitted) 要求课前背诵重要术语要求课前背诵重要术语 IV. 经典句式经典句式Typical Sentences (omitted) 要求首先思考如何翻译？有多少不同的路要求首先思考如何翻译？有多少不同的路径？变换词性、主语、从句会产生什么不径？变换词性、主语、从句会产生什么不同的效果？同的效果？5. Translate the following Chinese letter into English. 敬启者： 感谢贵公司为3 000件羊毛外套开立的932号信用证。我方坚信这些产品凭借上乘的质量必将在贵国市场上有稳

22、定的销量。 由于我方的制造商积累的订单量过大，贵公司的这笔订单将延期至5月底才能完成。预计货物将准备完毕不晚于6月15日出运，由OOCL从上海出发。 贵公司若能将出运日延期至6月20日，信用证有效期延期至6月25日，我方将十分感激。 谢谢合作。 谨上Reference AnswerDear Sirs,Thank you for your Letter of Credit No.932 covering 3 000 pcs Woolen Sweaters. We are sure that goods of the best quality will find a steady market i

23、n your area.Owing to heavy commitments, our manufacturer has to delay the supply of your order No.932 until the end of May. It is estimated that the goods are to be ready for shipment via OOCL from Shanghai no later than June 15. We should appreciate it very much if you could extend the shipment dat

24、e of your L/C to June 20 and validity to June 25.Thank you for your cooperation.Yours faithfully, Example: specific enquiry Dear Sirs, Thank you for your catalogue and pricelist, which we received last week. After checking the range of products, we find that the Printed Shirting would be the most su

25、itable one for us. Please quote us your lowest price CIF Hamburg, inclusive of our 3% commission at your earliest convenience. We used to purchase this article from other sources but we now prefer to buy from your company because we understand you are in a position to supply large quantities at more

26、 attractive prices. Besides, we have confidence in the quality of Chinese products. We look forward to concluding the deal with you. Yours faithfully,Requirements in a specific enquiry3. Translate the following sentences into English.(1) 我们从环球资源网上的一则广告中得知，贵方是玻璃艺术品的出口商，故冒昧地写信要求贵方给我们从环球资源网上的一则广告中得知，贵方

27、是玻璃艺术品的出口商，故冒昧地写信要求贵方给我方寄广告中的产品样品。我方寄广告中的产品样品。(1) We learned from your advertisement in Global Sources that you are an exporter of glass art works and we are now writing to ask you to send us some samples of the advertised products.(2) 我们对贵公司的建筑机械非常感兴趣，尤其是驾驶型的抹光机。请传真报我方最优价格，并说明我们对贵公司的建筑机械非常感兴趣，尤其是驾驶

28、型的抹光机。请传真报我方最优价格，并说明支付条件、可供数量和最早交货期。支付条件、可供数量和最早交货期。 (2) We are very much interested in your construction machinery, especially the drive-on trowels. Please send us your best offer by fax indicating terms of payment, quantity available and the earliest time of delivery. (3) 现随附一份插图目录及最新价格单供你方参考。收到你方

29、具体询价后，当即航寄报价及样品。现随附一份插图目录及最新价格单供你方参考。收到你方具体询价后，当即航寄报价及样品。(3) We are enclosing an illustrated catalogue and the latest price list for your reference. Samples and quotations will be airmailed to you upon receipt of your specific enquiries.(4) 我方在去年秋天广交会上参观了贵公司的摊位，今特意致函，向贵方询问有关你们的我方在去年秋天广交会上参观了贵公司的摊位，今

30、特意致函，向贵方询问有关你们的TL-2型产品型产品以及其他相关情况。以及其他相关情况。(4) We visited your booth at the Canton Fair last autumn. We are now writing to inquire about your TL-2 model and its relevant information.(5) 如果贵方能保证价格合理，品质优良，交货及时，我方将向贵方大量订如果贵方能保证价格合理，品质优良，交货及时，我方将向贵方大量订购该产品。购该产品。(5) If you can assure us of workable price

31、s, excellent quality and prompt delivery, we shall be able to place a substantial order with you for this product.(6) 你方你方10月月22日传真收悉，根据请求现另封航寄印花细布的目录一册和样日传真收悉，根据请求现另封航寄印花细布的目录一册和样本两册，希望你们及时收到并有助于你们选货。本两册，希望你们及时收到并有助于你们选货。(6) We are in receipt of your fax of October 22 and as requested, are airmaili

32、ng to you, under separate cover, one catalogue and two sample books for our Printed Shirting. We hope they will reach you in due course and will help you in making your selection.(7) 为了我们之间尽早开始具体业务，现特做出以下优惠报盘，以我方最后为了我们之间尽早开始具体业务，现特做出以下优惠报盘，以我方最后确认为准。确认为准。(7) In order to start a concrete transaction

33、at the earliest date, we take pleasure in making you a special offer, subject to our final confirmation, as follows.(8) 我们的客户都是该产品的老主顾。如果产品品质好、价格有竞争性的话，我们的客户都是该产品的老主顾。如果产品品质好、价格有竞争性的话，他们可能经常大量订货。他们可能经常大量订货。(8) Our clients are regular buyers of this particular product. If the quality of the product i

34、s superior and the price competitive, they are likely to place large orders on a regular basis.V. 段落写译段落写译 Paragraph Writing and Translating 1. 所有生意，不论大的小的、老的新的，都需要做市场调查。许多小老板都有一个共同的感觉，那就是他们用不着搞市场调查，因为他们觉得根据经验已经对客户和市场都有感觉了。 1. 所有生意，不论大的小的、老的新的，都需要做市场调查。许多小老板都有一个共同的感觉，那就是他们用不着搞市场调查，因为他们觉得根据经验已经对客户和市场

35、都有感觉了。All businesses, big and small, old and new, need to do market research. A common feeling of many small business owners is that they dont need to do market research as they already have a feel for their customers and the market, given their long experience. 2. 今天成功并不当然意味着明天也成功。市场、竞争、技术还有客户等方面的变

36、化意味着你不可能躺在现有的荣誉上睡大觉，你应当对于自己的产品和服务适应这些变化做到心中有数。 2. 今天成功并不当然意味着明天也成功。市场、竞争、技术还有客户等方面的变化意味着你不可能躺在现有的荣誉上睡大觉，你应当对于自己的产品和服务适应这些变化做到心中有数。 Success today doesnt necessarily mean success tomorrow. Changes in markets, competition, technology and customers mean you cant rest on your laurels. You need to constan

37、tly be sure your product or service fits with these changes. 3. 由于品质优良，工艺精湛，我们的运动鞋在海外市场上大受欢迎，难怪你们的客户对我们的产品给予这么高度的评价。 3. 由于品质优良，工艺精湛，我们的运动鞋在海外市场上大受欢迎，难怪你们的客户对我们的产品给予这么高度的评价。 Owing to their superior quality and excellent craftsmanship, our sports shoes enjoy favorable reception in the overseas market.

38、 No wonder your customers have remarked favorably on our products. 4. 要确保书面调查问卷容易看懂，提出的问题清楚明白。起草调查报告之前最好请朋友和家人先看看，确信他们都能够完全看懂。 4. 要确保书面调查问卷容易看懂，提出的问题清楚明白。起草调查报告之前最好请朋友和家人先看看，确信他们都能够完全看懂。 Make sure that your written survey is easy to read and your questions are brief and clear. Test your questions on

39、 friends and families before you write up the survey. Make sure that they completely understand the questions. 5. 市场调查对于所有生意来说都是最有价值的工具，这是一个收集信息的过程，有助于公司营销中做出决策。统计学和其他市场调查数据可以帮助你了解潜在客户和他们的需求，还有竞争对手们在干什么。 5. 市场调查对于所有生意来说都是最有价值的工具，这是一个收集信息的过程，有助于公司营销中做出决策。统计学和其他市场调查数据可以帮助你了解潜在客户和他们的需求，还有竞争对手们在干什么。 Mar

40、ket research is a most valuable tool for all businesses. Its the process of gathering information to help you make decisions about the marketing of your business. Statistics and other market research data can help you understand your potential customers and their needs, as well as what your competit

41、ors are doing.VI. 讨论评估讨论评估 Discussion and Assessment昆体良曾经指出，对学生成绩加以评判，鼓励参与竞赛，争取荣誉，这种方法较之训诫、监督或家长的期望能提供更为有力的激励。但是，表扬应当适度，“对学生作业的表扬既不可吝啬，也不可浪费，因为吝啬使学生对课业产生厌恶，而浪费则产生自满”。Brown (1994:40)说到“测试、考试等标准化的东西加上人为的可信度强加于学生头上，在没有与学生商量的情况下，它的结果往往只能使学生被动学习，而不是出于内在的对知识经验的渴望去学习”。这也是我国目前教学中的实际问题。下面首先通过几个例子分析学生参与写作不够主动

42、性、热情不高以及细心不足的弱点。然后，分析学生段落写作的一个具体例子。最后，以麦当劳McDonalds)在市场开发中使用的成功广告用语为例，看看广告策略在市场调查中有什么样的重要意义？1）学生习作中的“问题”启示？ a) Everyday morning I get up at 7:00. 意思是说“我每天早晨七点起床。”问题是受中式思维推导,产生不必要的重复。可将Everyday morning 改为Every morning或Everyday in the morning即可；b) Though she had never gone to school, she knew a lot. 是

43、说“虽然她从未上过学，但她知道的东西却很多。”问题是按中文字面转换，没有深入体会某些口头表达的含义。可将 had never gone to school改为had never received any formal school education或者never been learning at school； c) But now, do I still have the confidence to say Ill be a successor? I really dont know. 是说学生通过假期勤工俭学，体会到“可是现在，我还有信心说自己是一个成功者吗？我真的不知道。”问题是，想当

44、然地认为“成功者”的英文表达是success或succeed加or 就可以了，事实上变成“继承人”。建议 将 Ill be a successor? 改为I am so successful /I am a man of great success? d) In summer vacation. I did tutors so I could make a lot of money. Besides tuition and fees, the spare can be used as travel. 是说“暑假期间我做了好几份家教，赚了很多钱。除了付学杂费以外，剩余的可用于旅游。”问题在于，英

45、语中的“家教”是“一个人”，而不可能同时为“数个人”。因此，可以在同一时段为多人担任家教，但却不可能“同时”为“多个老师”。 建议将I did tutors 改为：I did a family teacher or a governess in different places /I taught several students. e) Now, with the development and generality of the Internet, peoples way of shopping is greatly changed. 是说“如今，随着因特网的发展和普及，人们的 购物方式也

46、大为改变。”但generality的意思是“通则、概要”，因此，不如说 With the development of information technology, the Internet is getting popular and peoples ways of shopping have greatly changed 2) 麦当劳的广告用语McDonalds: You deserve a break today. 总部位于美国的麦当劳(McDonalds)属于财富500强公司之一，主要经营饮食服务，历来重视广告战略。除了大量使用电视、广播以及报纸等常规媒体参与广告大战之外，还通过赞

47、助包括奥运在内的重大体育赛事来展开宣传攻势，对广告用语的研究也投入了大量的精力，距今为止仅在美国就已经使用了二十余条不同的广告口号。麦当劳广告用语有自己的重要特色，那就是聚焦本公司的经验而不是自己的产品；在广告宣传中，从不映射和对比任何其他对手的产品和服务，更不会贬低他人抬高自己，充其量只是王婆卖瓜式的推销理念。最大的一个亮点就是注重与客户的沟通，关心客户诉求，近年使用的广告语You deserve a break today便属此类。 由于现代人生活和工作节奏大都很快，工作压力较大，休闲休假也就成了理想的缓解压力降低忧虑的有效方式，麦当劳建议You deserve a break today

48、就等于从关心客户健康入手，诱导人们重视休息，而休息的好去处却没有言明，正是其高明之处。因为，简单的一句话“今天你该休息啦”，隐去了“要好好休息，就可以来麦当劳哦。这里不仅是可以填铇肚子的好地方，而且是休息休闲的好场所。”如果翻译成“劳累一天多辛苦，何不来顿麦当劳！”应该认为是符合汉语表达方式，但缺陷是过多地侧重于一天的“劳累”而没有突出那种先苦后甜“享受”麦当劳的乐趣。况且，仅仅是吃一顿也似乎格调太低。据此，翻译时莫如把这些原文只可意会而难于言传的目的开门见山地表述出来，译为“犒赏自己哪里好？休闲美食麦当劳！ 3）习作评析： 一则，因为此乃本公司首次计划经营浙江手工艺品。二则，因为我们对这些手

49、工艺品的质地一无所知。所以，请贵公司务必将所报货物的样品送给我们检测。只要我们对物品满意，日后必定向你采购。原译：For one hand, because this is our company firstly pan to buy handicraft come from Zhejiang, for the other hand, because we have nothing information about the quality of the products, so please your company send all the samples of quotation to

50、us to examine. If only we are satisfied with your products we are bound to buy. 习作表明，作者具备一定的商务知识，但在英语基础方面表现的还是很薄弱。对于没有把握的单词和搭配，在心中没底的情况下也还是没有查考工具书。例如，“一则二则”可以表述为for one thing,for another或者on the one hand,on the other hand,“首次计划”不是“首先计划firstly plan”而是可以采用plan用作名词our first plan或用作动词the first time we p

51、lan to“浙江手工艺品”可以直接说Zhejiang handicrafts 或products from Zhejiang但不能说products come from Zhejiang违背了come作为非谓语动词的用法原则，即便是改为coming也显得特别繁琐； 从词义上看，handicraft主要指“手工”和“工艺”，加-s变为复数才表示“工艺品”，当然也可以考虑使用handiwork来表示；关于质量的表达the quality of them中of 后面如何紧跟代词them而不干脆说their quality呢？“因为所以”绝对不要because 和so同时出现；have nothin

52、g information不如说have no information；“务请”不能说please your company send，还不如直接说please send来得简明；“所报货物的样品”可以采用限制性定语从句samples of all the products you quoted或分词短语all samples of the goods quoted都很明确；“检测”可以相应地采用动词形式send us to inspect/examine/test，也可使用名词形式，如send us for our inspection/examination/test甚至-ing形式；ar

53、e bound to意思是“注定”，不如说we are sure to/we will certainly buy等等。此外，If only是“要是多好！”不合原意，而应改为only if/provided that/on condition that/so long as等来代替。 建议改写： This is the first time we plan to deal in Zhejiang handicrafts and since we know nothing about the quality of them, it is, therefore, absolutely necess

54、ary for you to submit samples of all the items you are to quote us for our inspection. Orders will be placed only after we have approved the samples received.VII. 应用写作应用写作 Applied Writing A. Write a market research report after making an actual survey, you have to do: a) get your readers attention w

55、ith a powerful headline; b) situational analysis of market, product, competitor and financial; c) strategy and objectives including pricing, marketing, promotion and distribution; d) your budgeting and analysis; e) references and citations. B. Sample writing How shall I conduct my own market researc

56、h?How shall I conduct my own market research? As market research is critical to understanding my customers and competitors, I shall have to, first of all, determine your goals and objectives in conducting market research. I will make it clear what I want to find out and what my target population is.

57、 Then, carefully design my questionnaire and give my clients and suppliers a brief questionnaire to get the necessary information. If necessary, I will follow up with phone calls so as to ask for additional information and inquire about specific likes and dislikes. In this way, I will be able to cre

58、ate a focus group of customers or suppliers to give feedback on what they want from my business. Meanwhile, talk with my employees, colleagues or listen to customers. Encourage them to capture customer comments, opinions and ideas. Having collected relevant information, I can delegate a job of summa

59、rizing customer comments in one report on a regular basis. So it is possible to examine sales records to see where popular selling regions are and what customers are buying. Finally, I will review questionnaires, interviews and focus group results to determine market trends and prioritize changes I

60、wish to make on the basis of feedback, deciding who is responsible for making changes, and how. What is market research? Why business people have to make market research? How can we make successful market research? How to write a good market survey? Market Research is a systematic, objective collect