Part Six
One Using English in Business
How to Handle Customer Visitations
Selling Your Product & Company
Customer Visitations (Language Practice)
Customer Visitations (Cultural Tips &
Strategies)
Why do people buy a product?
ANSWER:
1.
Customers calculate the value of a
product by looking at the benefits and then
subtracting 減去;去掉 the cost. Therefore, a
customer will buy a product if the
perceived benefits outweigh 比...更重要(或更有價值
等)
the cost.
Value
What is value?
- Good quality at a fair price
How do customers determine the value of a
product?
- By the value package
Value Package-1
Everything that consumers evaluate when
deciding whether to buy something; also
called the total product offer.
Value Package-2
1.
Price
2.
Package
3.
Store surroundings (atmosphere)
4.
Image created by advertising
5.
Guarantee
6.
Reputation of the producer
7.
Brand name
8.
Service
9.
Buyer’s past experience
10.
Speed of delivery
Think Like a Consumer -1
A successful marketer must begin to think like
a consumer and evaluate the value package as
a total collection of impressions created by all
the factors mentioned on the previous slide.
Think Like a Consumer -2
It is also wise to talk with consumers to see
which features and benefits are most important
to them.
Ways to Get Info from Consumers
1) Interviews
2) Surveys, Questionnaires
What type of product do you sell?
Which types of goods and services does your
company sell?
The types of goods and/or services provided
should influence the way you sell your product.
Types of Goods and Services?
1.
2.
Consumer goods & services

Convenience

Shopping

Specialty

Unsought
Industrial goods & services (B2B)
Convenience Goods and Services
Definition: Products that the consumer wants
to purchase frequently and with a minimum of
effort. (Location)
Example Store: 7-Eleven
Example Items: candy, snacks, gas, banking
services
Shopping Goods and Services
Definition: Those products that the consumer
buys only after comparing value, quality, and
price from a variety of sellers.
Example Store: Carrefour
Example Items: clothes, shoes, appliances 器
具,用具;裝置,設備
Specialty 專業;專長;特製品 Goods and Services
Definition: Products that have a special
attraction to consumers who are willing to go
out of their way to obtain them.
Example Store: a Jaguar auto dealer ( seller)
Example Items: jewelry, high market cars
Customers come not because of advertisement but words of mouths.
Unsought (unplanned) Goods and Services
Definition: Products that consumers are
unaware of, haven’t necessarily thought of
buying, or that they need to solve an
unexpected problem.
Example Store: Auto Repair Shop
Example Items: car-towing, doctor’s visits,
insurance, repairs
Industrial Goods and Services
Definition: Products used in the production of
other products (B2B).
Example Store: ACER Computers
Example Items: *computers, engines, raw
materials, office equipment
*Some items can be both consumer goods
and industrial goods
Consumer Goods vs. B2B
Three major differences:
1.
Market Structure
2.
Products
3.
Buying Procedures
Market Structure
B2B
1.
Fewer customers
2.
Larger purchases
3.
Geographically concentrated
Consumer
1.
Many customers
2.
Smaller purchases
3.
Geographically dispersed
Products
B2B
1.
Technical, complex products
2.
Often require advice, delivery, and after-sale
service
Consumer
1.
Less technical
2.
Rarely require advice, delivery, and after-sale
service
Buying Procedures -1
B2B
1.
Buyers are trained
2.
Negotiate details of most purchases
Consumer
1.
No special training
2.
Accept standard terms for most purchases
Buying Procedures -2
B2B
3.
Follow objective standards
4.
Close relationship between marketers and
buyers
Consumer
3.
Use personal judgment
4.
Impersonal 無人情味的,冷淡的 relationship between
marketers and consumers
Review
1.
Value Package
2.
Think Like Your Customer
3.
Types of Goods and Services Provided
Promotion Strategy
Once you understand the (1) value package, (2)
your customer, and the (3) types of goods and
services you provide, then you need a strategy
to promote your product.
Packaging and Pricing
Part of the promotion strategy should include
how your product is packaged and the price of
your product.
There are several other factors as well but we
will only focus on these two for this course.
Packaging
1.
2.
Convenient Packaging

Morton salt (a company in the USA)

Squeezable ketchup bottles

Microwave popcorn
Attractive Packaging
Two
Products
B2B
1. Technical,
2. Often
complex products
require advice, delivery, and
after-sale service
Consumer
1. Less
technical
2. Rarely
require advice, delivery, and
after-sale service
Buying Procedures -1
B2B
1. Buyers
are trained
2. Negotiate
details of most purchases
Consumer
1. No
special training
2. Accept
standard terms for most
purchases
Buying Procedures -2
B2B
3. Follow
4. Close
objective standards
relationship between marketers
and buyers
Consumer
3. Use
personal judgment
4. Impersonal
relationship between
marketers and consumers
Review
1. Value
Package
2. Think Like Your Customer
3. Types of Goods and Services
Provided
Promotion Strategy
Once you understand the (1) value
package, (2) your customer, and
the (3) types of goods and services
you provide, then you need a
strategy to promote your product.
Packaging and Pricing
Part of the promotion strategy should
include how your product is packaged
and the price of your product.
There are several other factors as
well but we will only focus on these
two for this course.
Packaging
1. Convenient
Packaging
 Morton salt
 Squeezable ketchup bottles
 Microwave popcorn
2. Attractive Packaging
6 Functions of Packaging -1
1. Attract
the buyer’s attention
2. Protect the goods inside, and yet
be easy to open and use
3. Describe the contents and give
information about the contents
4. Explain
the benefits of the good
inside
5. Provide information on warranties,
warnings and other consumer
matters
6. Give some indication of price,
value and uses.
Pricing Objectives -1
1. Optimize
Profit (the best profit)
2. Building Traffic 貿易,買賣; 交通
3. Achieving Greater Market Share
4. Increasing Sales
5. Creating an Image
6. Furthering Social Objectives
Setting Price
1. Cost-Based
Pricing
 Production
costs + desired margin
of profit
2. Target
Costing
 Makes
cost an input to the product
development process
Break-Even Analysis
BEP =______FC_____
P – VC
BEP = break-even point
FC = total fixed cost
P = price of 1 unit
VC = variable cost of 1 unit
Nonprice Strategies
Add Value
 Home
delivery
 Training
videos
 Warranty
 Educate
 DIY
Consumers
stores
 Establish
Relationships
 Airlines
using frequent flyer miles
Customer Visitations (Language
Practice)
Describing Your Company & Job
Use the words below to complete
sentences on the next four slides.
clients
customers
in charge
deal
graduated
freelancer
main
involved
unemployed
per
leaders
responsible
(buy services)
(in control, to manage)
(with)
(不受雇於人的)自由作家(或演員等)
(in) (participate in)
(do not have a job)
(a, each)
(for)
My Company-1
(buy products)
1. We
are a very large company. In
fact, we are the ___________ in the
market.
2. Our
_____________ competitors
are …
3. We
leaders
main
are ___________ in various
business activities.
4.
involved
We produce 4000 tons _______ day.
per
5. Our
main ________ / ________ are
all other businesses not individual
consumers.
6.
clients/customers
We have a separate department
______ of after-sales service. in charge
My Job-1
1.I’m ____________ for … (main areas
of work, people you supervise) responsible
2.I __________ with … (areas of work,
people outside the company) deal
3.I’m a _________, I work on short-term
projects for a number of clients. freelancer
4.I’m __________ at the moment
because the economy is slow right now.
unemployed
5.I just __________ this June in
International Marketing.
graduated
What is the difference
between the term
purchase and procurement
?
獲得,取得;採購 (business 2 business)
Three
Choose the Correct Preposition
1.
A company is in / on the market. in (on
the market—the company is going to be sold.)
2. A product is in / on the market.
on
Can you talk about your company and your
job? -1
1.
What is the name of your company?
Where is your head office?
2.
What is the size of your company? In
which countries do you operate?
3.
What are your main products/services?
4.
What are your most important markets?
5.
Who are your main competitors?
6.
What is your position in the company?
7.
What are your main responsibilities?
8.
Are you currently working on any special
projects?
Welcoming Visitors -1
You are meeting Mr. Smith, who has just arrived
at your local airport from New York.
You have
not met before. On the next two slides are your
questions.
Match them with Mr. Smith’s replies.
Some questions will have more than one possible
reply.
1.
Hello, are you Mr. Smith? That’s right.
You must be Ms. Chen.
No, I’m sorry. You must have got the wrong
person.
2.
Have you been waiting long?
No, I’ve just this minute arrived.
No, I’ve literally just got here myself, actually.
No, I don’t think so.
3.
How was your flight?
Pretty smooth the whole way actually.
4.
Would you like a bite to eat before we set
off?
No, I had something on the plane thanks.
5.
Is there anything you need to do before we
go to the office?
Yes, I just need to make a quick phone call.
No, I don’t think so.
6.
Shall I help you with your bags?
No, that’s all right thanks. I think I can
manage them
7.
This isn’t your first trip here, is it?
Yes, it is actually.
Mr. Smith’s replies are on the next three
slides. Remember that some questions will
have more than one possible reply.
a)
I’ve literally just got here myself, actually.
b)
That’s right. You must be Ms. Chen.
c)
No, I’ve just this minute arrived.
d)
No, I had something on the plane thanks.
e)
Pretty smooth the whole way actually.
f)
Yes, I just need to make a quick phone
call.
g)
No, I don’t think so.
h)
Yes, it is actually.
i)
No, I’m sorry. You must have got the
wrong person.
j)
No, that’s all right thanks. I think I can
manage them.
Selling Your Products 1-1
Match the words below with the definitions on
the next two slides.
feature
requirement
characteristic
specifications
unique selling point
(USP)
1.
The technical details of a product
specifications 載明;詳述[U][(+of)]規格;明細
2.
An interesting and important part of a
product
feature
3.
Something a customer asks for, or needs
requirement
4.
A typical quality that makes a product
recognizable
characteristic
5.
something that makes your product different
to others on the market
unique selling point (USP)
Selling Your Products 2-1
Match the words below with the definitions on
the next slide.
an estimate
a budget
a quotation
1.
A fixed price given by a supplier for a
certain number of items
a quotation
2.
(a) a plan of future spending
(b) an amount of money given for a project
a budget 預算;預算費;
3.
An approximate price
an estimate
Try to fill in the missing words on the next three
slides. Some of the letters are given to help
you.
This may not be easy. Good luck!
1.
The relationship between quality and price
is called v_ _ _ e f _ _ m _ _ _y.
value for money
2.
In American English, ‘guarantee’ =
w______y
warranty
and ‘stock’ = inv _ _ _ _ _ y.
單;存貨盤存; 詳細目錄
inventory 存貨清
3. In the phrase ‘payment within 60 days’, 60
days is the cr _ _ _ _ p_ _ _ _ d.
credit period
4. Our normal t_rms for first-time customers
are 50% on order with the b_l_nc_ payable
within 60 days of delivery. terms
balance
We could offer an _dd_t_ _ n _ l 3%
discount if you s_ ttl_ in full on the invoice (if
you pay the whole thing right away).
additional
settle
Customer Visitations (Tips & Strategies)
Just the Facts -1
‘Corporate hospitality’ –an evening at the
theater, for example – is more usual than
gift-giving in British business life.
The importance of punctuality varies from
nation to nation. In some Latin American
countries, a half-hour delay is acceptable. In
Scandinavia, guests are expected to arrive on
time.
In the USA, 75% of business takes place in an
environment where table manners contribute to
the success of a negotiation.
Japan spends more on business entertainment
than on national defense – about $36 billion
per year (about $20,000 per company).
Cultural Misunderstanding
The following short article is about a visit to the
United States by a Thai business group.
Their visit to one company was not very
successful.
1.
What do you think caused the problem?
2.
How do you think the story finished?
A Thai government agency canvassed 進行遊說;拉選票
American engineering firms to submit proposals
for a giant construction project in Thailand.
Narrowing the field to four final candidates, the
Thais sent a delegation to the US to personally
interview each firm.
The group arrived in Chicago but, due to a mix-up
by the engineering firm and its failure to
double-check arrival times, the Thais were not
met at the airport.
Nonetheless, even though
the visitors were unfamiliar with Chicago, they
found their way to a hotel in the Loop.
They phoned the embarrassed US executive and,
after hearing his apologies, agreed to meet in his
office the next morning at 11 o’clock. The next
day the American was at his desk at the
appointed time, waiting.
And he waited, and waited.
The following short article is about a visit to the
United States by a Thai business group.
Their visit to one company was not very
successful.
1.
What do you think caused the problem?
2.
How do you think the story finished?
Cultural Hints
(Business Relationships)

America—friendly, informal

Latin America and Southern
Europe—strong personal relationships

Japan and South-east Asia—group
relationships, not individually
STEP Analysis-1
Sociological factors – Social and cultural
attitudes to your type of product;
Educational/cultural level of the population;
age of population; standard of living
Technological factors – R&D level and
‘know-how’; computerization;
telecommunications; Internet; other new
technologies; transport and distribution system
Economic factors – economic growth (GDP);
inflation; interest rates; job security and
unemployment; cost of raw materials
Political factors – government policy;
government regulations; employment law;
international relations
Cultural Hints
(Reasons People Work)

America and Northern Europe (work to live,
our job is our life, describe yourself by
position)

Latin America and Southern Europe (make
money to enjoy life

Japan and South-east Asia (describe
yourself, the company they work for, group
dynamic)