上海企业英语培训经典教案之市场.ppt

1、企业英语培训专家Market-leader Corporate English Training (week 7)公司英语培训公司英语培训商务英语培训商务英语培训员工英语培训员工英语培训郑州英语培训http:/SWOT AnalysisStrength 优势优势Weakness劣势劣势 Opportunity 机会机会Threat威胁威胁Internal 内部内部External 外部外部Strength and Weakness -Internal environment analysis 内部环境分析It is one thing to discern attractive opportu

2、nities and to be able to take advantage of these opportunities. 是用来辨别看清楚是否可以抓住机会，利用机会It is important to evaluate its own internal strengths and weaknesses, from time to time. 企业需要三不五时的分析自我内部优劣See appendix 10: Memo见附件Opportunities and threats -external environment analysis 外部环境分析l Demographic Environ

3、ment 人口（统计）环境l Economic Environment 经济环境l Natural Environment 自然环境l Technological Environment 技术环境l Political-legal Environment 政治法律环境l Social-cultural Environment 社会文化环境Demographic Environmentl Worldwide population growth 世界性人口增长l Population age mix 人口年龄l Ethnic and other markets 名族文化和其他市场l Educati

4、onal groups 教育族群l Household patterns 家庭结构l Geographical shifts in population 人口在地理位子上的转变PopulationEconomic EnvironmentPurchasing power购买力购买力IncomeDistributionMarketers often distinguish countries with five different income-distribution patterns: 市场营销人员区分国家是通过市场营销人员区分国家是通过5个不同收入的个不同收入的分配模式分配模式l Very

5、low incomes低收入（地区）低收入（地区）l mostly low incomes绝大多数低收入绝大多数低收入l very low, very high incomes低收入高收入（两级地区）低收入高收入（两级地区）l low, medium, high incomes高中低收入高中低收入l mostly medium incomes 绝大多数中等收入绝大多数中等收入Natural environment Global hot concernl Shortage of raw materials 缺乏原材料l Increase energy cost 能源成本的增加l Anti-pol

6、lution pressures 抵制污染的压力l Changing role of government 政府角色的转变Technological Environment l Accelerating pace of change 转变速度的加速l Unlimited opportunities for innovation 无限的革新机会l Varying R&D budgets 调研发展经费的改变l Increased regulation of technological change 科技规章制度的出台l Legislation regulation business 商业法案l G

7、rowth of special-interest group 特别族群的发展Research and DevelopmentPolitical-legal Environmentl Legislation regulating business 商业法案Business legislation has three main purposes: 商业法案的三个目的 protect companies from unfair competition 保护企业远离不公平竞争 protect consumers from unfair business practices 保护企业远离不公平商业活动

8、 protect the interests of society from unbridled business behavior 保护社会远离过度激烈的商业活动l Growth of special-interest group 特别族群的发展Laws and policiesSocial-cultural environmentl High persistence of core cultural values 高度坚持的文化价值观l Existence of subcultures 亚文化区的存在l Shifts of Secondary cultural values through

9、 time 第二文化价值观随着时间的转变Beliefs, values and normsDiscuss the questionsLook at the photos. Who are the people can you guess? Why do you think Ian Mitchell looks worried? Discuss the continuing questions1. When do young people in your hometown/country leave home?2. What problems are there for young people

10、 living away from home for the first time? Listen to Ian, who lives in the North of England. He is talking about his daughter, Evie, who has left home to live in London. Answer the questions. 1. How old is Evie? When did she move to London? 2. Is she enjoying living there? What does she think of Lon

11、don? 3. Why did she move there? 4. Where is she living?5. Who is she living with? 6. What does her boyfriend do? Whats his name?7. What does she do at the weekend? 8. Why does she have to earn extra money? 9. How often does she phone home? 10.What does she say to her parents? Listen to Evie talking

12、about her life in London and answer the same questions. Which of her answers are different? SpeakingWhat do you think? Should Evies father be so worried about his daughter? Was Evie right to leave home at 18?What advice can you give to Evie and her fahter? Work in two groups. Group A: ParentsDiscuss your worries about Evie. Group B: EvieDiscuss what to tell your parents about your life in London. What can you say to stop them worrying abou