MBA商务英语课堂讲义
In JIT, products are ?pulled‘ through the manufacturing process from the end, rather than ?pushed‘ through form the beginning.
JIT originated in American manufacturing.
JIT encourages production workers to exceed their production targets.
Companies using the JIT system and outsourcing many their components are highly dependent on their subcontractors.
In a JIT system, a delivery of defective components can be replaced from the reserve inventory.
JIT depends on harmonious partnerships between a company and its suppliers. Japanese production systems generally speed up the entire manufacturing process. JIT leads to economies of scale.
JIT production – manufacturing only when a customer places an order – does not encourage innovation or the creation of demand.
Unit 06 Accounting and Financial Statements
Bookkeeping and accounting: the recording of transactions, the elaboration of budgets, the calculation of costs and expenses, the preparation of financial statements and tax returns, and so on – is central to all commercial activity, from the smallest sole-trader or self-proprietorship (所有权) (one person business) to the largest multinational company. Financial control is equally crucial for all non-commercial institutions. Match up the terms with the definition below.
Bookkeeping accounting
managerial accounting cost accounting tax accounting auditing
?creative accounting
Calculating an individual‘s or a company‘s liability for tax Writing down the details of transactions (debits and credits)
Keeping financial records, recording income and expenditure, valuing assets and liabilities, and so on
Preparing budgets and other financial reports necessary for management Inspection and evaluation of accounts by a second set of accountants
Using all available accounting procedures and tricks to disguise the true financial position of a company
Working out the unit cost of products, including materials, labour and all other expenses
Vocabulary
These are some of the most common terms in accounting. Match them up with the definitions below.
Assets, liabilities turnover
Depreciation (GB) or amortization (US)
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Creditors (GB) or accounts payable (US) Debtors (GB) or accounts receivable (US)
Overheads (GB) or overhead (US) earnings or income
Shareholders (GB) or stockholders (US) stock (GB) or inventory (US)
A company‘s owners
The revenues received by a company during a given period, minus the cost of sales, operating expenses, and taxes.
All the money that a company will have to pay to someone else in the future, including taxes, debts, and interest and mortgage payments
The amount of business done by a company over a year
Anything owned by a business (cash investments, buildings, machines, and so on)that can be used to produce goods or pay liabilities
The reduction in value of a fixed asset during the years it is in use (charged against profits) Sums of money owned by customers for goods or services purchased on credit
(the value of) raw materials, work in progress, and finished products stored ready for sale. The various expenses of operating a business that cannot be charged to any one product, process or department.
Unit 07 Marketing I
Marketing, a vital part of any business undertaking, is a group of activities designed to facilitate and expedite exchanges. Marketing activities ensure that the products consumers want to purchase are available at a price they are willing to pay and that consumers know that the product is available. Business English Unit Eight
According to the marketing concept, a business must find out what consumers need and want and then develop the product, service, or idea that fulfills their need or want. The business must then get the product (or service, or idea) to the customer. The process does not stop there. The business must continue to alter, adapt, and develop products to keep pace with the changing needs and wants of consumers. Although customer satisfaction is the goal of the marketing concept, a business must coordinate its marketing activities so that it can achieve its own objectives. If it does not achieve its own objectives, it will not stay in business for long.
For example, a company could sell VCRs $100 and give customers a life time guarantee with each one. That would be great for the customers but not so great for the organization. Obviously companies must strike a balance between achieving organizational objectives and satisfying customers.
Here is a definition of marketing. Complete it by inserting the following verbs in the gaps.
Design develop identify influence modify persuade
Marketers have to (1) ……………………….. or anticipate a consumer need; (2) ……………………. a product or service that meets that need better than any competing products or services; (3) ……………………. Target customers to try the product or service; and , in the long term, (4) ………………………..it to satisfy changes in consumer needs or market conditions. Marketers can (5) …………………….. particular features, attractive packaging, and effective advertising, that will
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(6) ……………………consumers‘ wants. Marketing thus begins long before the product or service is put on the market; it combines market research, new product development, distribution, advertising, promotion, product improvement, and so on.
Second Definition
There will always, one can assume, be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy.
Vocabulary
Match up the words or expressions.
1. distribution channel 2. to launch a product 3. market opportunities 4. market research
5. market segmentation 6. packaging 7. points of sale 8. product concept 9. product features 10. sales representative
1. all the companies or individuals in moving a particular good or services from the
producer to the consumer
2. an idea for a new product, which is tested with target consumers before the actual
product is developed.
3. Attributes or characteristics of a product: quality, price, reliability, etc.
4. Dividing a market into distinct groups of buyers who have different requirements or
buying habits.
5. Places where goods are sold to the public – shops, stores, kiosks, market stalls, etc.
6. Possibilities of filling unsatisfied needs in sectors in which a company can profitably
produce goods or services.
7. Someone who contacts existing and potential customers, and tries to persuade them to
buy goods or services.
8. Collecting, analyzing and reporting data relevant to a specific marketing situation (such
as a proposal new product)
9. To introduce a new product onto the market.
10. Wrappers and containers in which products are sold
Look quickly through the following texts and decide which paragraphs are about these subjects:
company-to-company marketing identifying market opportunities the marketing mix
the selling and marketing concepts
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the importance of market research
THE CENTRALITY OF MARKETING
Most management and marketing writers now distinguish between selling and marketing. The ?selling concept‘ assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The ?marketing concept‘, on the contrary, assumes that he producer‘s task is to find wants and fill them. In other words, you do not sell what you make, you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, videogame consoles, CD players, personal computers, the internet, mobile phones, mountain bikes, snowboards, and genetic engineering, to choose some recent examples, were largely created rather than identified.
Marketers are consequently always looking for market opportunities – profitable possibilities of filling unsatisfied needs or creating new ones in areas in which the company is likely to enjoy a differential advantage, due to its distinctive competencies (the things it does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or service to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that eh marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers.
Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US). The collect and analyse information about the size of a potential market, about consumers‘ reactions to particular product or service features, and so on. Sales representatives, who also talk to customers, are another important source of information.
Once the basic offer, e.g. a product concept, has been established, the company has to think about the marketing mix, i.e. all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market. The best-known classification of these elements is the ?Four Ps‘: product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services and guarantee. Place in a marketing mix includes such factors as distribution channels, locations of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, and personal selling, while price includes the basic list price, discounts, the length of the payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.
It must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and
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services that are used in the production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the raw materials, manufactured parts and components that go into consumer goods, plus capital equipment such as buildings and machines, supplies such as energy and pens and paper, and services ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.
Comprehension Which of the following three paragraphs most accurately summarizes the text in the reading, and why?
First summary Marketing means that you do not have to worry about selling your product, because you know it satisfies a need. Companies have to identify market opportunities by market segmentation: doing market research, finding a target market, and producing the right product. Once a product concept has been established, marketers regularly have to change the marketing mix – the product‘s features, its distribution, the way it is promoted, and its price – in order to increase sales. Industrial goods – have to be marketed as well as consumer goods.
Second summary The marketing concept has now completely replaced the old-fashioned selling concept. Companies have to identify and satisfy the needs of particular market segments. A product‘s features are often changed, as are its price, the places in which it is sold, and the way in which it is promoted. More important than the marketing of consumer goods is the marketing of industrial or producer goods.
Third summary The marketing concept is that a company‘s choice of what goods and services to offer should be based on the goal of satisfying consumers‘ needs. Many companies limit themselves to attempting to satisfy the needs of particular market segments. Their choice of action is often the result of market research. A product‘s features, the methods of distributing and promoting it, and its price, can all be changed during the course of its life, if necessary. Quite apart from the marketing of consumer products, with which everybody is familiar, there is a great deal of marketing of industrial goods.
Unit 08 Marketing II
Fill in the gaps in the sentences below with words from this list.
Commercials competes design distribution End-users hire purchase image labels mail order materials newspaper advertisements opportunities outlets place posters price product promotion
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