商务英语课文范文

商务英语课文范文第一篇商务英语课文范文第一篇Tuesday

DearXiaoWang:

IwonderifIcouldborrowyourelectronicdictionaryforafewdays.NowIamtranslatingsomeimportantarticles.TherearemanynewwordswhichIhavetolookupthedictionaryusually.Ijusthaveapaperdictionarybutofcourseit’snotasconvenientastheelectronicone,whichhasabadeffectuponmyvelocityofmytranslating.SoIthinkyourelectonicdictionaryismoresuitableformetocompletemywork.IpromisethatImustbeverycarefulofyourdictionaryandmakenodamagedoneonit.Thankyouverymuch!

Yoursever

Sam

商务英语课文范文第二篇Charmofintonation

Answeringaphoneinaclearandpleasanttonecanshowthespeakersprofessionaldemeanorandamiableyourpartnercantseeyourface,yourjoyorirritationwillcomethroughyouryoucall,yourtoneshouldbesmooth,softandserene.Then,ifyoucantalktoeachotherwithasmile,itwillmakeyourvoicemorefriendlyandchewgumoreatwhileyoureonthephone.

Decentquestionsandanswers

Thecallshouldbeansweredimmediatelyafterthesecondbellrings

WhentheotherpartyshouldtaketheinitiativetoidentifythecompanyorthenameoftheDepartmentanditsname,shouldnotpickupthephoneasked:“Hello,whoareyoulookingfor?”also,tocallpeopleneedtoleaveamessageshouldbecleartoreportthename,unitnumber,andamessageinsimpleendofthetelephoneconversation,usuallymadebythecallingparty,thenpolitelysaidgoodbyetoeachmatterwhatthereasonforthetelephonecall,thepartyshallberesponsiblefortheredial.

TelephoneMessage

Inbusinesscomplaints,itismostcommontofailtoreturncallsinatimelyordernottoloseeveryopportunitytoclinchadeal,somecompaniesevenmaketelephonecallstobewithinanhouroftheprovisionsofthewithin24hoursofthephonemessagetoreply,ifyoucallback,justincasetheotherpartyisnotin,butalsotoleaveamessage,indicatingthatyouhavecalledyoureallycantcallbackpersonally,youshouldtrustsomeoneelse.

Payattentiontojetlag

Beforemakingacall,makesurethedifferencebetweenthetimedifferenceandtheworkinghoursofeachcountry.Dontmakeaphonecallonthedayoffsoasnottoinfluencetherestofthenottocallhomeevenifthecustomerhastoldyouthephonenumberathome.

Usethetelephoneproperly

InAmericayoucansellthegoodstoapersonbestrangerstoeachotherbytelephone,whileinEurope,LatinAmericanandAsiancountries,telemarketingoronthephoneforalongtimetotalkbusinessonthebestwaytodevelopgoodbusinessrelationshipsistonegotiatefacetofacewithcustomers,whilethetelephoneismainlyusedtoarrangecourse,oncethetwo

商务英语课文范文第三篇DearMr.XXX,

WelearnfromABCCo.ltd.,NewYorkthatyouarealeadingexporterinyourcountry.Weare,atpresent,verymuchinterestedinimportingyourgoodsandwouldappreciateyoursendinguscatalogue,samplebooksorevensamplesifpossible.

PleasegiveusdetailedinformationonCIFGuangzhouprices,discounts,andtermsofpayment.

Shouldtherebeanyitemsnewtothe.market,kindlyletusknowandsendsamplesifavailable.

Wehopethiswillbeagoodstartforalongandprofitablebusinessrelation,andweassureyouofourcloseattentiontoyouroffers.

Sincerely,

商务英语课文范文第四篇ReplyingtoanenquiryEx7:Sampleanswer:(219words)

DearMrZampieri

Withreferencetoyourletterdated14June,inwhichyourequestedinformationaboutACutAbove,pleasefindencloseddetailsaboutourcompanyandtheservicesweoffer.

Ouraimisalwaystoprovideourclientswiththebestcombinationoffood,entertainmentandlocation.BychoosingACutAbove,youcanrelaxandenjoyyourspecialoccasionwhilewedoallthework.EventscateredforbyACutAboveincludecorporatefunctionssuchasconversationsandChristmasballsandalsofamilycelebrationssuchasbirthdays,weddingsandanniversaries.

ACutAboveoffersavarietyofservicesfromsimplyprovidingagourmetmenutohelpingyouchoosetherightvenueandorganiseentertainment.Wespecialiseinusingourexperiencetomeetyourneeds.Tohelpusachievethisaim,wealwaysarrangeameetingwithanewclientwellbeforethedateofanyeventinordertodiscussthevariouspossibilities.

Asyoucanappreciate,weareunabletogivequotationsbeforeourinitialbriefingwithaclientaspriceperheadvarieswiththechoiceofmenu.

Toarrangeameetingorforanyfurtherinformation,pleasedonothesitatetocontactmyselforElenaPolidoroon01623713698.

ACutAbovelooksforwardtohearingfromyou.

Yourssincerely

SineadWelsh

商务英语课文范文第五篇Reports

ResourcePlanningManager:AssessmentofSuitabilityforHome-basedWorking

Introduction

ThepurposeofthisreportistoassessthesuitabilityofmypositionasResourcePlanningManagerforhome-basedworking.

Findings

Myworkingpatternandthatofmycolleaguesvariesfromweektoweek.Duringcertainperiodsalargeproportionofmytimeisspentdoingfieldwork.Thisisfollowedbyoffice-basedworkcollatingandrecordingthedatacollected.Oncetheresultshavebeenrecorded,Iproofreadthecolourcopiesofallreportsandmaps.

Asregardscommunicationwithcolleagues,departmentmeetingsareheldonceafortnight.Atallothertimes,theindividualmembersoftheteamcommunicateeitherface-to-faceorbyphone,dependingontheirlocation.Apartfromofficialmeetings,thesameresultscanbeachievedwhetherIamintheofficeorworkingelsewhere.

Conclusion

ItisclearthatIwouldbeabletoundertakethesamedutieswhileworkingfromhomeforalargeproportionofmytime.Clearly,somedayswouldbespentintheofficeforface-to-facecommunicationwithcolleagues.Itwouldalsobenecessarytousethetechnicalfacilitiesoftheofficeattimes.However,inordertobeabletoworkeffectivelyfromhome,Iwouldneedtobeprovidedwithanetworkedcomputerandprinter.

Recommendations

IwouldsuggestthatIshouldbegiventhenecessaryequipmenttoworkpartiallyfromhomeforatrialperiod.Afterthistime,furtherconsultationshouldtakeplaceinordertoreassessthesituation.

商务英语课文范文第六篇DearSir,

Weareinterestedinbuyinglargequantitiesofsteelscrewsinallsizes.

WewouldbeobligedifyouwouldgiveusaquotationperkilogramC&FLiverpool,England.Itwouldalsobeappreciatedifyoucouldforwardsamplesandyourprice-listtous.

Weusedtopurchasetheseproductsfromothersources.Wemaynowprefertobuyfromyourcompanybecauseweunderstandthatyouareabletosupplylargerquantitiesatmoreattractiveprices.Inaddition,wehaveconfidenceinthequalityofyourproducts.

WelookforwardtohearingfromyoubyreturnE-mail.

Sincerely,

Xxx

商务英语课文范文第七篇DearSir:June15,2001

Wehavediscussedyourofferof5%andacceptitonthetermsquoted.Wearepreparedtogiveyourproductatrial,providedyoucanguaranteedeliveryonorbeforethe20thofSeptember.Theenclosedorderisgivenstrictlyonthiscondition.Wereservetherightofrefusalofdeliveryand/orcancellationoftheorderafterthisdate.

Truly

商务英语课文范文第八篇Businessetiquetteismadeupofsignificantlymoreimportantthingsthanknowingwhichforktouseatlunchwithaclient.Unfortunately,intheperceptionofothers,thedevilisinthedetails.Peoplemayfeelthatifyoucan'tbetrustednottoembarrassyourselfinbusinessandsocialsituations,youmaylacktheself-controlnecessarytobegoodatwhatyoudo.Etiquetteisaboutpresentingyourselfwiththekindofpolishthatshowsyoucanbetakenseriously.Etiquetteisalsoaboutbeingcomfortablearoundpeople(andmakingthemcomfortablearoundyou!)

Peopleareakeyfactorinyourownandyourbusiness'success.Manypotentiallyworthwhileandprofitableallianceshavebeenlostbecauseofanunintentionalbreachofmanners.

DanMcLeod,presidentofPositiveManagementLeadershipPrograms,aunionavoidancecompany,says,xxxShowmeabosswhotreatshisorheremployeesabrasively,andI'llshowyouanenvironmentripeforlaborproblemsandobviouslypoorcustomersrelations.Disrespectfulanddiscourteoustreatmentofemployeesispassedalongfromthetop.xxx

TheSolution

Mostbehaviorthatisperceivedasdisrespectful,discourteousorabrasiveisunintentional,andcouldhavebeenavoidedbypracticinggoodmannersoretiquette.We'vealwaysfoundthatmostnegativeexperienceswithsomeonewereunintentionalandeasilyrepairedbykeepinganopenmindandmaintainingopen,honestcommunication.Basicknowledgeandpracticeofetiquetteisavaluableadvantage,becauseinalotofsituations,asecondchancemaynotbepossibleorpractical.

Therearemanywrittenandunwrittenrulesandguidelinesforetiquette,anditcertainlybehoovesabusinesspersontolearnthem.Thecaveatisthatthereisnopossiblewaytoknowallofthem!

Theseguidelineshavesomedifficult-to-navigatenuances,dependingonthecompany,thelocalculture,andtherequirementsofthesituation.Possibilitiestocommitafauxpasarelimitless,andchancesare,soonerorlater,you'llmakeamistake.Butyoucanminimizethem,recoverquickly,andavoidcausingabadimpressionbybeinggenerallyconsiderateandattentivetotheconcernsofothers,andbyadheringtothebasicrulesofetiquette.Whenindoubt,sticktothebasics.

TheBasics

Themostimportantthingtorememberistobecourteousandthoughtfultothepeoplearoundyou,regardlessofthesituation.Considerotherpeople'sfeelings,sticktoyourconvictionsasdiplomaticallyaspossible.Addressconflictassituation-related,ratherthanperson-related.Apologizewhenyoustepontoes.Youcan'tgotoofarwrongifyoustickwiththebasicsyoulearnedinKindergarten.(Notthatthosebasicsareeasytorememberwhenyou'reinahard-nosedbusinessmeeting!)

Thissoundssimplistic,butthequalitiesweadmiremostwhenweseetheminpeopleinleadershippositions,thosearetheverytraitsweworksohardtoengenderinourchildren.Ifyoualwaysbehavesothatyouwouldnotmindyourspouse,kids,orgrandparentswatchingyou,you'reprobablydoingfine.Avoidraisingyourvoice(surprisingly,itcanbemuchmoreeffectiveatgettingattentionwhenlowerit!)usingharshorderogatorylanguagetowardanyone(presentorabsent),orinterrupting.Youmaynotgetasmuchxxxairtimexxxinmeetingsatfirst,butwhatyoudosaywillbemuchmoreeffectivebecauseitcarriestheweightofcredibilityandrespectability.

Thefollowingareguidelinesandtipsthatwe'vefoundhelpfulfordealingwithpeopleingeneral,inworkenvironments,andinsocialsituations.

It'sAboutPeople

Talkandvisitwithpeople.Don'tdifferentiatebypositionorstandingwithinthecompany.Secretariesandjanitorialstaffactuallyhavetremendouspowertohelporhinderyourcareer.Nexttimeyouneedadocumentpreparedoraconferenceroomarrangedforapresentation,watchhowmanypeopleareinvolvedwiththatprocess(you'llprobablybesurprised!)andmakeitapointtomeetthemandshowyourappreciation.

Makeitapointtoarrivetenorfifteenminutesearlyandvisitwithpeoplethatworknearyou.Whenyou'revisitinganothersite,lingeroveracupofcoffeeandintroduceyourselftopeoplenearby.Ifyouarriveearlyforameeting,introduceyourselftotheotherparticipants.Atsocialoccasions,usethecircumstancesoftheeventitselfasanicebreaker.Afterintroducingyourself,askhowtheyknowthehostorhowtheylikethecrabdip.Talkalittleaboutyourself-yourhobbies,kids,orpets;justenoughtogetpeopletoopenupabouttheirsandgettoknowyouasaperson.

Keepnotesonpeople.Thereareseveralxxxcontactmanagementxxxsoftwareapplicationsthataredesignedforsalespeople,butinbusiness,nearlyeveryoneisasalespersoninsomecapacityoranother.Theyhelpyoucreateaxxxpeopledatabasexxxwithnames,addresses,phonenumbers,birthdays,spouseandchildren's'names;whateverdepthofinformationisappropriateforyoursituation.

It'sagoodideatorememberwhatyoucanaboutpeople;andtobethoughtful.Sendcardsorlettersforbirthdaysorcongratulationsofpromotionsorotherevents,sendflowersforengagements,weddingsorincondolenceforthedeathofalovedoneorfamilymember.Peoplewillrememberyourkindness,probablymuchlongerthanyouwill!

商务英语课文范文第九篇DearMr.XXX,

YouarerecommendedtousbyBankofChinainNewYorkthatyouareoneoftheleadingsportsweardealers.Rightnow,weareparticularlyinterestedinimportingvariousrangesofsportswear.

Wearelargedealersintextileshereandbelievethereisapromisingmarketinourareaformoderatelypricedsportswear.

Itwouldbehelpfulifyoucouldsendusyourlatestcatalogueandpricelist.Ifthequalityofthegoodscomesuptoourexpectationandthedeliverydateisacceptable,wecanprobablyletyouhaveregularorders.

Wearelookingforwardtoyourearliestreply.

Sincerely,

商务英语课文范文第十篇Goodmorning,DearProfessors:

It’smyhonortobeheretointroducemyselftoyou.Mynameis,Icomefrom,thecapitalofProvince.IgraduatedfromtheMathematicsdepartmentofZhengzhouUniversityinJuly,wasborninanordinaryfamily,andmyparentsaref.Myisateacher,workinginuniversityofTechnology.

MyfamilyweredelightedwithmybecomingafreshmaninSeptemberIhadawonderfultimeattheZhengzhouUniversityinthenext7years.Luckily,Iobtainedthebachelorandmasterdegree,andmyabilityofself-learning,logicalthinkingandlogicalreasoninghavebeengreatlyimprovedatthesametime.

Inthepastyears,I’veworkedatcollegeasateacher.Duringmyworkcareer,IfoundmyprofessionalknowledgegraduallysneakawayfromIhavetogobacktomystudy.NowIrealizemyspecialtyandwhatIreally’stheplacewhereIcanmakemydreamcometrue.Thankyouverymuch.

商务英语课文范文第十一篇Anumberofemployeesclearlysufferfromalackofmotivationasaresultofdissatisfactioninoneormoreareasoftheirwork.Thekeyfindingsareoutlinedbelow:

Stafffeelundervaluedbythecompany,bothonafinancialandapersonallevel.Itisgenerallyfeltthatthecompanyˇscompetitorsofferhigherlevelsofremuneration.TheperceptionthatthemanagersareunappreciativeofstaffeffortsisparticularlynoticeableintheSalesDepartment.

Certainemployeesfeelunder-challenged.Thecompanyisclearlynotexploitingitshumanresources.

ThereappearstobeabreakdownofcommunicationintheProductionDepartment.Theconfusionandresultantill-feelingtowardsmanagershasthepotentialtodisrupttheproductioncycles.

Recommendations

Westronglyrecommendthefollowingmeasures:

Anevaluationofjobprofilesthroughoutthecompanytoassesswhetherskillscouldbeutilisedmoreefficiently

Areviewofthecurrentsalarystructureinvolvingthecomparisonwithsimilarorganisations

ItisalsoessentialtoinvestigateandtakeactionregardingthecommunicationintheProductionandSalesDepartment.

商务英语课文范文第十二篇DearMr.Sun：

Wethankyouforyourletterofthe23rdAugustrequestingaddressesofpossibleagentsforyourproducts.

Ontheattachedlistwehavegivennamesandaddressesofthreefirmswhoinouropinionwouldbeabletoprovideyouwiththerequiredservices,andwouldbeinterestedinyourproposition.

Verytrulyyours.

OscarOlender

ExecutiveChairman

Attachment

商务英语课文范文第十三篇Gentlemen：

Thisistoinformyouthatweareunabletomakedeliveryontheabovereferencedpurchaseorderonthedateindicated.

Weshouldhaveourmerchandisereadytoshipwithin10daysoftheoriginaldeliverydateandwehopethatyoucanholdoffuntilthattime.

Wedidwanttoinformyouofthisdelayassoonwewereadvisedinordertogiveyouasmuchtimeaspossibletomakealternatearrangements，ifnecessary.Wecanassureyou，however，thatifyourorderremainsinforcewewillexpeditedeliverytoyouassoonaswehavereceivedthemerchandise.

Pleaseacceptourapologyforthisdelayandthankyouforyourunderstanding.

商务英语课文范文第十四篇Dear

Thankyouforyourkindletterregardingyourexceptionaltreatmentbyoneofouremployees.

Acopyofyourletterhasbeenforwardedtothepersonneldepartmentandwillbeincludedintheemployeesfile.Soseldomisitthatacustomertakesthetimetowritealetterofappreciation,thatIfeelmovedtorewardyourinitiative.Pleaseaccepttheenclosedcertificate,which,whenpresented,willentitlethebearertoatenpercentdiscountonthemerchandisebeingpurchasedatthattime.

Thisisbutasmalltokenofourappreciationofcustomerssuchasyou,uponwhosesatisfactionwehavebeenallowedtogrowandprosperinthishighlycompetitivemarketplace.Again,onbehalfofourentireorganization,aheart-feltthankyou.

商务英语课文范文第十五篇Electronicmail,ore-mailforshort,isanentirelynewwayofcommunicationbymeansoffast,inexpensive,highlyefficientandconvenient,e-mailissopopularindevelopedcountriesthatitisdifficulttoimaginemodernlifewithoutit.

Nowadays,millionsofcomputersallovertheworldhavebeenconnectedtoformaglobalnetworkcalledcansendorreceivebye-mailavarietyofinformationanddocumentssuchasletters,papers,videoandaudiofilestoanyoneinover170countriesinashortharriersarenotaproblem,becauseinternetsoftwareiscapableoftranslatingyourmailintowhateverlanguageyouwant.youcanalsostore,,edit,compileandsearchyoure-maihmostimportantly,e-mailhelpsusovercomespaceandtimelimitationsincommunication.

Withtherapidlygrowingpopularityofcomputersandthefastexpansionoftheinformationhighway,widerandwiderapplicationsofinternete-mailwillbedevelopedande-mailwillsoonbecomeanindispensablemeansofcommunication.

商务英语课文范文第十六篇goodmorning,mynameisjack,itisreallyagreathonortohavethisopportunityforainterview,iwouldliketoanswerwhateveryoumayraise,andihopeicanmakeagoodperformancetoday,eventuallyenrollinthisprestigiousuniversityinseptember.nowiwillintroducemyselfbriefly,iam21yearsold,borninheilongjiangprovince,northeastofchina,andiamcurruentlyaseniorstudentatbeijingXXmajorispackagingiwillreceivemybachelordegreeaftermygraduationinthepast4years,ispendmostofmytimeonstudy,ihavepassedCET4/6withanease.

Andihaveacquiredbasicknowledgeofpackagingandpublishingbothintheoryandinpractice.besides,ihaveattendseveralpackagingexhibitionholdinBeijing,thisisouradvantagestudyhere,ihavetakenatourtosomebigfactoryandcompany.throughtheseihaveadeeplyunderstandingofdomesticpackagingindustry.comparedtodevelopedcountriessuchasus,unfortunately,althoughwehavemadeextraordinaryprogresssince1978,ourpackagingindustryarestillunderdeveloped,mess,unstable,thesituationofemployeesinthisfieldareawkard.butihavefullconfidenceinabrightfutureifonlyoureconomycankeepthegrowthpacestill.

Iguessyoumaybeinterestedinthereasonitchtolaw,andwhatismyplanduringgraduatestudylife,iwouldliketotellyouthatpursuelawisoneofmylifelonggoal,ilikemymajorpackagingandiwon'tgiveup,ificanpursuemymasterdegreehereiwillcombinelawwithmyformereducation.iwillworkhardinthesefields,patent,trademark,copyright,onthebaseofmyyearsstudyindepartmentofp&p,mycharacter?

Icannotdescribeitwell,butiknowiamoptimisticandconfident.sometimesiprefertostayalone,reading,listeningtomusic,butiamnotlonely,iliketochatwithmyclassmates,almosttalkeverything,myfavoritepastimeisvalleyball,playingcardsorsurfonline.throughcollegelife,ilearnhowtobalancebetweenstudyandentertainment.bytheway,iwasaactorofouramazingdramaclub.ihadafewgloriousmemoryonstage.thatismypride.

商务英语课文范文第十七篇Dear

Thankyouforyourorder.Atthistimewecannotfillyourorderduetoanunexpectedshipmentdelayfromouroverseassuppliers.

Wewillholdyourorderforarrivalofthemerchandise，andshipshortlythereafter.Unfortunately，wecannotprovideyouwithaspecificshippingdateatthistime.

Thankyouforyouranticipatedpatienceinthismatter.

商务英语课文范文第十八篇FacingBusinessChallengesatHolidayInnWorldwide

SendingInvitationsAcrosstheGlobe

Inthe1960safamilyvacationintheUnitedStatesusuallymeantloadingthekidsintothestationwagonanddrivingoffdownthehighwaytowardatouristdestination.Andwhenwearyvacationersneededtorestforthenight,theyoftenlookedforthefamiliargreensignswith“HolidayInn”writteninscriptandacolorfulstarforemphasis.AllacrosstheUnitedStates,thissignwelcomedtravelerstoHollidayInnhotelswithpromisesofquality,comfort,andvalue.

By1968HolidayInnwassowellknownintheUnitedStatesthatitbeganopeningfranchisesinEurope.In1973thecompanyopeneditsfirstAsianhotelinJapan,andin1984itbecamethefirsthoteltoopenforbusinessinChina.For25yearsHolidayInnenjoyedgreatsuccessintheEuropeanandAsianmarkets,opening600hotelsandearningareputationasupscale,professional,andwellrun.

However,inthe1980sHolidayInn’sfortuneswerebeginningtofadeintheUnitedStates.Manyofthefranchiseswereoutdatedandsubstandard.Familyvacationerswerebeingreplacedbybusinesstravelersasthehotelindustry’sbreadandbutter,andaggressivecompetitorswithsuperiormarketingstrategiesweretargetingthisgrowingsegment.Inaddition,overbuildinghadsetoffawaveofpricediscounting.Asaresult,bothHolidayInn’sshareofthelodgingmarketanditsimagetookanosedive.

Butinthe1990sthisiconofthe.highwaywasbroughtbacktolifeafterbeingpurchasedbyBassPLC,aBritishconglomerate.BassmovedquicklytomakeHolidayInnWorldwidetheleadinghotelchain,notjustintheUnitedStatesbutaroundtheglobe.IntheUnitedStates,HolidayInnpursuedastrategythatsegmentedthemarketintodifferenttypesoftravelersandcreatedauniquetypeoflodgingforeachgroup.UndernameslikeHolidayInnExpress,HolidayInnSelect,SunspreeResorts,andCrownePlaza,thecompanyoffereddifferentaccommodationsandamenitiesatdifferentpricestosuitthediverseneedsofbusinessandleisuretravelers.Combinedwithacampaigntobringallofthefranchisesbackuptoahighstandardofquality,thestrategyquicklybegantopayoff.

Evenso,thetopbrassatHolidayInnWorldwideknowsthatthegreatestgrowthpotentialisnotinthesaturated.marketbutintheevolvingmarketsofEurope,Asia,andLatinAmerica.Withincreasingtourismandbusinessdevelopmentintheseregions,thedemandforcomfortable,consistent,andaffordableaccommodationsisbooming.HolidayInnneedsastrategyfortappingthisvastpotential.WouldthestrategiesthatfueledHolidayInn’sturnaroundintheUnitedStatesbringsimilarresultsinternationally?Large-scaleconstructionofnewhotelswillplayamajorrole,sowhatkindsofhotelsshouldtheybe?Howcanthecompanybestmeettheneedsofawidevarietyofinternationaltravelers?ShouldHolidayInnexpandthroughfranchisesorbyopeningcompany-ownedhotels?Shouldthesametypeofpromotionbeusedfortheentireglobalmarketorshoulditbelocalizedtoeachgeographicarea?ThesearequestionsthatRaymondLewisfacesdailyasvicepresidentofmarketing.IfyouwereLewis,howwouldyouanswerthem?

MeetingBusinessChallengesatHolidayInnWorldwide

PartofRaymondLewis’sjobistomonitorandpredictchangesintheever-evolvingglobalmarket.Amongthetrendshehasobservedistheincreasingsimilaritybetweentheneedsanddesiresexpressedbyconsumersandbusinessesaroundtheworldincertainproductcategoriessuchaslodging.Ontheotherhand,Lewisknowsthatvariouscountriesandculturesapproachpurchasesdifferently,andthatpeopleofvariousculturesresponddifferentlytoproductpromotion.Hischallenge,then,istofigureouthowtosatisfyboththesimilarandthediverseneedsofeachnewmarket.

Lewisalsoknowsthatalltravelers,regardlessofwheretheyarefromorwheretheyaregoing,sharemanyofthesamedesires,fears,andexpectationswhentheyaretraveling.Theymaynotspeakthesamelanguageorlivethesameliveswhileathome,butwhenthey’reontheroad,alltravelersare(1)awayfromhomeandoutoftheirpersonalcomfortzones,(2)indifferentandoftenunfamiliarsurroundings,and(3)subjecttothesamehasslesandhardships.Therefore,HolidayInnfocusesondeliveringaconsistentproductaroundtheworld.Thisway,whetherthehotelisinSouthKorea,India,BuenosAires,orIsrael,travelersknowthattheywillalwaysreceiveacomfortableroomatafairprice.

Inaddition,thestrategyofsegmentingthemarketbytypesoftravelersthatprovedsosuccessfulintheUnitedStatesalsoworksabroad,butinadifferentway.SegmentationinthehotelindustryisarelativelynewconceptinEurope,andinAsiaitisvirtuallynonexistent.ThisislargelybecauseinmanyofthedevelopingnationsofAsia,travelhasonlyrecentlybecomeanoptionforthemajorityofpeople.Asaresult,noteverytypeofHolidayInnhotelwillbesuccessfulineverycountry.Thecompanymustknoweachmarketverywellbeforeitdecideswhichtypeofhoteltoopen.Doestheareadrawmainlytouristsorbusinesstravelers?Howlongdovisitorsusuallystay?Dopeoplefromsurroundingareastraveloften?Whattypesofaccommodationsdocompetitorsofferinthearea?Byknowingtheanswerstoquestionslikethese,HolidayInnisabletodecidewhichtypeofhotelwillbestservetheneedsoftravelerstothearea.Forexample,thecompanyopenedaSunSpreeResortinArequipa,Peru,closetoMachuPichu,apopularinternationaltouristdestination.HolidayInn’smanagementteamfeelsthatSunspreehasagreatchanceforsuccessinthislocationbecausethehotelcaterstotourists.

Inthesameway,HolidayInnmanagementexpectsamixofbusinessandleisuretravelerstovisitSeoul,SouthKorea.Therefore,thenewHolidayInnSeoulappealstoabroadrangeoftravelersbyofferingabusinesscenter,banquetfacilities,fourrestaurants,afitnesscenter,andagiftshop.

JustasinitsearlydaysofexpansionintheUnitedStates,HolidayInnisaccomplishingitsinternationalexpansionthroughamixofwhollyownedfacilitiesandfranchises,dependingontheavailabilityofresources