国贸英语chapter 7-text-交易前准备、市场调研和制定销售计划.doc

Unit 7Preparation, Market Research,and Making a Sales Plan交易前准备、市场调研和制定销售计划 Exporters, importers and forwarders(运输商) have a lot to do in order to compete effectively in foreign markets.This article shows how a company checks its resources, finds out what demand there may be for a product or service and keeps itself well informed through market research and market analysis. The strategy and tactics(策略) for making and operating a sales plan also going to be explained. 为了在国外市场上更有效地竞争，出口商、进口商和运输商要做很多准备。本文展示一个公司如何核算它的资源，怎样发现某一产品或服务的需求情况，以及如何通过市场调研和分析使自己信息灵通。文章还将阐述制定和执行销售计划的策略和技巧。Key terms:desk research 案头研究 market intelligence 市场情报market share 市场份额 cashflow forecast 现金流预测1. For successful companies trading is about long-term survival (生存) and profitability(盈利能力). 对于成功的公司来说，贸易意味着长期生存和盈利。To have a chance of success, all exporters, importers and forwarders(运输商)need to carry out an internal audit of company resources and take a realistic(现实的) look at their business in any of the following five aspects:要想获得成功，进出口商和运输商就需要对公司资源进行内部核算，并从以下五个方面对公司做一个切合实际的评价：the actual competitive position,在实际竞争中的地位the profit potential of their business,公司的赢利潜能those risks facing their business which could undermine (破坏；损失)profits,公司所面临的损失利润的风险the probable impact of new technology and new products,新技术、新产品将会带来的影响，and the probable arrival of new competitors in the market.以及市场上有可能遇到的新的竞争对手等。2. All exporters, importers and forwarders will need to invest in communications, language skills, and time delay of cash receipts(收入；收据)before getting，or placing ,any orders, or before becoming profitable.进出口商和运输商在订购或拿到订单之前或者说是赢利之前需要在交流、语言技能和资金收入的时间延迟方面进行投资。The allocation(分配) of the investment in these three areas may vary as between exporting, importing and forwarding, depending on the nature of the products, the countries concerned and the contractual(合同的)arrangement between the parties. 三个领域内的投资分配在出口、进口和运输中有所不同，它主要取决于产品的性质、涉及的国家以及双方签订的合同。But, neither the exporter nor forwarder can avoid some of this investment.但是，对于出口商或者运输商来说，谁也无法避免其中的某些投资。3. 、Market research is a systematic(系统的) and objective (客观的)collection and analysis of data, for the purpose of （目的）improving decision making and control, to ensure the most effective marketing of goods and services.市场调研就是系统、客观地收集和分析数据，其目的是为了提高决策的准确度和控制能力，以保证对商品和服务做出最有效的市场规划。Good market research reduces uncertainty when marketing plans are made and monitors(v. 监控)performance（执行）when they are in operation（在实施中）. 搞好市场调研可以降低销售计划制定过程中的不确定性，并能监控计划的执行。4. The methods of market research follow a similar pattern for exporters ,importers and forwarders.进出口商和运输商的市场调研方法遵循同样的模式。There is a product or service. 有一个商品或服务。It is important to find out whether there is a demand for this product or service, what form the demand takes and how best that demand can be satisfied.对于一项产品或者服务，找出它们是否有市场需求，需求所表现的形式以及如何组好地满足这种需求，这些都是很重要的。However, the emphasis may be different between an exporter, an importer and forwarder. 但是，出口商、进口商和运输商的市场调研的重点有所不同。An exporter will have a product or service for which he is trying to find a demand in other foreign markets.出口商是尽力到国外市场上寻找对它的产品或者服务的需求。An importer will have found a demand for a product or service in his own market，and will be looking for reliable(可靠的)suppliers from several foreign markets. 进口商将在自己国内的市场上找到需求，并从不同的国外市场中寻求可靠的供应商。A forwarder will be finding out what key buyers of freight(货运)services want and seeing how best to align（调整）his service accordingly.运输商则是去寻找运输服务的主要需求方的要求并相应地协调自己的服务。5. In market research established（既定的）methods should be followed（遵循）.市场调研应遵循既定的方法。Basic desk research can be undertaken（承担） mostly from the office or in a reference library（参考书预览室）.基本案头研究大都是在办公室或图书馆进行。Use can be made of students from a local college or business school, who could do some specific research for a company which could also serve as a project for themselves.可以利用当地大学或商校的学生。他们可以为公司做些具体的研究，同时也可以以此作为自己的研究项目。Market intelligence should be gathered on a continuous basis from informed source such as customers, suppliers, company staff, visitors, chambers（会所）of commerce, exhibition and publications.市场情报 应该从消息灵通人士那里不断地收集，这些人包括顾客、供应商、公司职员、来访者、商业会所、展览和出版物。Active market research can be conducted in the selected export or supplying market by company travelers, distributors（分销商 ）or external professional research organizations.积极的市场研究可以由公司旅行推销员、分销商或者外界的专门研究机构在选定的出口或供给市场进行。The professional organizations may be costly, but they have experience, are more objective（客观） and are perceived（认为）to have more authority than an internal research.专门机构的研究也许很昂贵，但他们有经验，更客观，往往比内部研究者更有权威。Credit（信用）insurance companies market knowledge also provide the exporter with the ability to explore（发掘）new business opportunities by using the credit insurance companies extensive knowledge of the creditworthiness of importers, countries and trade sectors.信用保险公司通过对进口商、进口国和贸易部门信用方面的广泛了解提供市场信息，使出口商有能力发掘新的商业机会。6. As far as(至于；就而言) active market research isconcerned the following four techniques can be used with different purposes. 就积极市场调研而言，可根据不同的目的运用下面四种方式。Continuous research is a regular monitoring（监测）of performance(性能), use, purchase patterns and the competitive purchase of goods.连续性研究是对商品的性能、使用、购买模式和竞争性的常规监测。It is designed to determine（确定）trends and changes of attitudes to goods and changes of competitive market share.设计这种研究是为了确定对商品态度的趋势及其变化和确定竞争性市场份额的变化。There are several ways of conducting（执行） this research actively.这种研究可以通过好几种方式来积极进行。One way is to visit a relevant market exhibition or seminar(研讨会)in the selected market。一种方法是到选定的市场参加有关的市场展览会或讨论会。Another, for exporters, is to take part in an export trade mission（代表团）to a selected market, or for importers, to meet an inward trade mission of exporters from a selected market.另一种方法，对出口商来说就是参加选定市场的出口贸易团，而进口商则是会见来访的某一选定市场的出口商贸易代表团。Chambers(会所) of commerce（商业）generally organize these export and inward trade missions and can arrange for a companys participation.商业会所通常组织这样的代表团，并能安排公司参加。Yet another valuable source of information is any member of the company who travels abroad, provided（倘若；假如）he or she is very specifically briefed about what the company wants to know. 另外一个有价值的信息来源是公司派出到国外旅行考察的任何一名员工，不过公司必须事先对他/她就想要的情况做明确简要的指示。Ad hoc research is an individual research project covering a particular marketing issue. 特定调查是关于市场某一特定问题的个人调查项目。Qualitative research answers the questionas”How?”and “Why?”about a buyers motivations, beliefs, attitudes and perceptions(认知)to product or services.定性研究是回答关于买方对商品或者服务的动机、信念、态度和洞察力方面的“怎么样?”和“为什么？”的问题。Quantitative research answers the questions “How many ?”or “How much ?”to measure market facts ,such as brand share ,competitiveness(竞争力)，different ages or social classes of users.定量研究则是回答关于品牌份额、竞争力、使用者的年龄和阶层等“多少”或“多大”的市场事实方面的测量问题。7. Whatever technique(技巧)an exporter, importer or forwarder uses, he should specify clearly in a written proposal(建议)the details of his research project.进出口商或运输商不管采用哪种方式，都必须在书面提议中清楚地写明研究项目的细节问题。This should cover the background, the objectives（目的）, how the research is to be undertaken ,what topics are to be covered, who the research is to be undertaken, what topics are to be covered, who the respondents（回答者）should be, the timetable （时间表）for the project and the budgeted (已安排预算的)cost. 这应包括项目的背景、目的、研究方法和步骤、所涉及的细目、回答对象、时间表以及预算开支。8. Having considered the above methods of research or research project，market analysis should be done to assist both exporters and importers in examining their own products and services.考虑了上面的研究方法或研究项目，接下来应该对市场进行分析以协助进出口商检验他们的产品和服务。Their analysis will become the basis of their export sales plan ,or of their import sales plan.市场分析将成为他们制定外销计划或进口计划的基础。9. The companys forecast(预测) of sales depends on how successful it believes it can be in making money, reducing costs, improving quality and gaining a strategic competitive advantage ,and whether it can provide the resources to support such a sales forecast.公司对销售的预测取决于它在赚钱、降低成本、提高质量、赢得战略性的竞争优势，以及公司是否能够提供资源来支持这样的销售预测。The aim is to make a reasonable(合理的)estimate（估计）of the sales over a period, to forecast receipt(收入)from those sales and to set working targets. 预测的目的是对一段时期内的销售进行合理的估计，然后根据销售估计来预测收入并提出工作目标。It is notoriously(众所周知地)difficult to forecast sales in a new market with any accuracy（准确度）,but a forecast gives a yardstick(标准；准绳) to measure the results by, so that the company can make adjustments to the forecast for the following period , and so on.众所周知，精确地预测新市场的销售是很困难的，但预测给我们提供了一个衡量结果的标准，公司从而可以在下一阶段根据预测进行调整，如此进行下去。Even this process of adjustment and the reasons for it will uncover and explain a lot about the market.调整的过程和原因甚至可以发现和解释市场的诸多问题。10. The essence(本质)of designing （计划）a sales plan is to concentrate the companys resources where they could produce most gross margin（毛利），based on the forecasting done so far（迄今为止）.设计销售计划实质上就是以迄今为止所进行的预测为基础把公司资源集中在那些能够产生最大毛利的地方。The following is the outline of the planning to be covered.下面是公司制定计划的提纲。First，growth target of sales and market share should be set for the short term and the long term.首先，应该制定销售和市场份额的短期和长期增长目标。Second ,specific plans and budgets should be made for developing products, adapting products for export markets, testing the product in the markets, expanding production capacity(容量；能力),talking to banks about increased cash resources and how best to finance exports or imports, and staff training in all areas. 其次，要在以下几个方面制定详细的计划和预算：拓展产品，调整产品以适应市场，在市场上检验产品，扩大生产能力，与银行商谈就增长的资金资源问题进行谈判以及如何最好地为进出口融资和各领域的职员培训。Third, prospects in the market are to be estimated.最后，应对市场前景进行估计。11. In the stage of implementing(实施)the sales plan, the manager will need to control the field selling activities（实地销售活动）, set up the physical distribution(分配) logistics（后勤学）,arrange the distribution channels and control the costs of each operation.在执行销售计划的过程中，经理需控制实地销售活动，建立物质分销后勤体系，安排分销渠道，并控制每项操作的成本。He will also devise(想出，发明)a plan of action and a set of priorities(优先顺序),which may vary for different markets. 他还将制订行动计划和一套在不同的市场有所差异的优惠政策。The manager will combine the budgets for the specific plans set out above into one total budget, which will show how he will pay for his plan and make a profit from it. 经理将上面所列的各详细计划的预算合并成一项总的预算，显示他将如何根据计划支付开支并从中赢利。12. In order to implement the sales plan, it is necessary to have a constant feedback(反馈；回复)of results in order to analyze what is really happening and whether there are any changing trends.为了执行销售计划，就有必要获得对结果的连续性反馈，以此来分析市场的真实情况，并注意是否有变化的趋势。Operating budget and cashflow forecast can be used to monitor(监控)the business performance.操作预算和资金流动预测可以用来监测营业行为。The budget is a projection（规划）of the trading :it is concerned with profit or less, not with cash.预算是对贸易的规划，所关心的是利润或者损失而不是现金。The cashflow forecast is an estimate of the timing (定时)of cash receipt（收入）and payments, through the companys bank, over a period of time.现金流预测是通过公司的银行对一段时间内资金收入和支出的估计。All cash to be paid or received should be shown, including capital expenditure and loans received and repaid.所有支出和收入的款项都应显示出来，包括资金支出与所得和偿还贷款。The information which has been carefully compiled(编辑), and which is constantly updated（更新）, must be used to compare the actual performance of the business with budget and with cashflow forecasts.公司必须利用已经仔细收集并不断更新的信息将业务的实际状况与操作预算和现金流预测相比较。This monitoring(监视) of the cashflow should be done daily or weekly, but at least monthly, to ensure there is the earliest possible warning of any difficulties.这种对现金流的监测应该每天或者每周至少每月进行一次以保证对任何困难尽早提出警告。The company will also be anticipating（期待；预期）market demand and reacting to opportunity.公司还将预估市场需求并对机会做出反应。By constantly monitoring the business performance ,it will know what financial resources it has available and how much of those resources can be put to use at any one time.通过对业务情况的不断监测，公司可以了解它可得到的财政资源的数量以及在任一时间这其中有多少可以投入使用。13. No plan ever survives(幸存)its first encounter（遭遇） with the marketplace.没有一个计划能首次在市场运行就获成功。Sales will be better or worse than had been planned, to a small or large extent.实际销售会在不同程度上比计划好或者差。As a result of monitoring the budget and cashflow, and of feedback from the market, from the sales staff or from distributors, it will almost certainly be necessary to have to make adjustments to the sales plan. 通过对预算和现金流的监测以及从市场、销售人员或分销商那里得到的反馈，理所当然有必要对销售计划进行调整。Maybe there will have to be adjustments to the price, or increases or decreases to production.调整有可能是针对价格，也有可能是增加或者降低产量。The financial effect of these adjustments can be tested by using the computer spreadsheets(计算表) the operational (操作的)budget and cashflow forecast.调整的财政效果可以运用操作预算和现金流预测的计算机计算表来检验。Enter different “what if ”changes and watch the cumulative(累积的)effect throughout the spreadsheet.敲进去“如果将”之类的变化后观察表格的累积效果。This will suggest where efforts should be concentrated to produce the best results from the changes.这可以暗示我们应把精力集中在什么地方才能产生最佳效果。The