综合商务英语B1 U6

Unit6Markets目录CONTENTS1Lead-inThreeQuestions2TextA

SellingonTikTokandTaobao3ExercisesReferenceKeys4TextB55StepstoValidateIdeaBeforeEnteringtheMarketCaseStudyLead-inTwoquestions1.

Howmuchdoyouknowaboutlive-streamcommerce?2.Whoisyourfavoritelive-streamer?3.

Pleaseexplainthebenefitsoflive-streamcommerce.Open-mindedTextASellingonTikTokandTaobaoStructureoftextAGlobalreadingWorkoutthestructureandmainideaofthetext.Live-streamcommerceintegratesproductdemonstrationwithabilitytopurchaseinstantly,whichhasabroadprospectsfordevelopment.·genenrateimmediatesales·reachnewconsumersegments·introducenewproduct·educateconsumer·crearebuzzIntroductionObjectivesofcompaniesConclusionCompaniesneedtostartearly,learnfast,andbuildlargeaudiencesbeforecompetitorscanmakesignificantinroads.StructureoftextAQuestionsonpara.11.Whatisthemarketsizeoflive-streamcommerceinChinaandtheUnitedStates?中国市场：2020年规模达1.2万亿元（约2000亿美元），占网购市场10%，2023年预计占比达20%-25%（艾瑞咨询数据）；美国市场：2020年销售额60亿美元，2021年增至110亿美元，2023年预计达260亿美元（Statista数据）。Whywritingwithstatistics?Statisticsmakeyourwritingmoreconvincingandauthorative,whichlayafoundationforfurtheranalysisaboutlive-streaming.Questionsonpara21.Whichproductsbenefitmoregreatlyfromlive-streamcommerce?

beautyandfashionbrands(50%oflive-streameventswerebeautyfocusedin2021.)agrowingrangeofcompaniesarealsobeginningtoorderproductsandservicesvialive-streamPleasetranslatethesentence:Walmart’sentryinparticularillustrateshowestablishedbrandsareembracinglive-streamcommerceasawaytobuildconsumerengagementandpresentamodern,innovativeimagetocustomers.Questionsonpara.2Workinpairsandtalkaboutthefollowingquestion.TakingMoutai

asanexample,howdoyouthinkanestablishedbrandpresntsamodernandinnovativeimagetocustomers?(视频)Questionsonpara.2Questionsonparas3-8:1.Specifyfivemainobjectivesforthecompanieswhoareembracinglive-streamcommerce.generateimmediatesalesreachnewconsumersegmentsintroducenewproductseducateconsumerscreatebuzzGenerateImmidiateSales1.FromwhatproductsdoestheTaobaoLiveplatformmakeprofits?Low-commitmentproductsandservices—thosethatarenottooexpensiveorcomplicated。2.Whatarelive-streamingeventslike?

Some60%ofTaobaoLivesessionsarebroadcastfromstoresandusesalesassociatesasthedemonstratorsandKOLs....Similarly,intheUnitedStates,Nordstromhashadsuccesswithlive-streamshoppingeventshostedbystoreemployees.(李佳琦话术)GenerateImmidiateSales1.Whoareatrractivemarketsformanybrands?

2.HowdoesFerragamoreachyoungerconsumers?GenZandyoungerMillennials.Vitale’steamselectscelebritiesandinfluencersandarrangesTikTokeventsthatrunoninfluencers’channels,sincethosesitesareconsidered“moreauthentic”thanachannelownedbythebrand..ReachnewconsumersegmentsEducateconsumers1.Howlive-streamingeventseducateconsumers?

Itisapowerfulmeansofteachingconsumershowtouseaproduct.Live-streamfashionshowsintroduceconsumerstonewstyles.Live-streamcookingdemonstrationsgiveparticipantstheabilitytopurchaseingredientsorutensils.Consumerscanchatwithasalesassociatewhocanexplainaproductandsendphotos.CREATEBUZZ1.Areyouloyaltoanylive-streamer?2.Haveyoueverrecommendedanylive-streamplatformtofriends?Readparagraph9andanswerquestions:1.Whatsuggestiondoestheauthormaketocompanies?

Togainearlymoveradvantageandreapnetworkeffects,companiesneedtostartearly,learnfast,andbuildlargeaudiencesbeforecompetitorscanmakesignificantinroads.Thespoilswillgotothecompaniesthatgetitrightquickly.live-stream/ˈlaɪvstri:m/v.tobroadcastvideoandsoundofaneventovertheinternetasithappens,ortobebroadcastinthisway互联网直播；线上直播eg:TV3在其网站上直播了该节目。—TV3islive-streamingtheshowthroughitswebsite.

segment/ˈseɡmənt/n.oneofthesmallergroupsoramountsthatalargergrouporamountcanbedividedinto（群体或事物）的部分(CET-4;CET-6)eg:每一种产品都有特定的细分市场。—Eachoftheseproductsisaimedataspecificmarketsegment.improvise/ˈɪmprəvaɪz/v.toinventormakesomething,suchasaspeechoradevice,atthetimewhenitisneededwithoutalreadyhavingplannedit临时做；即兴做(TOEFL;GRE)

eg:我事先没有准备演讲稿，所以我只能即兴演讲。—Ihadn'tpreparedaspeechsoIsuddenlyhadtoimprovise.launch/lɑːntʃ/v.tointroduceanewproductorserviceforsale（产品）上市；发行(CET-4;CET-6)eg:制造商推出了一款新汽车，将于今年春天上市。—Themanufacturerhaslaunchedanewcar,whichwillgoonsalethisspring.inflection/ɪnˈflekʃən/n.achangeofcurvatureformconvextoconcaveataparticularpointonacurve回折；拐点(TEM-8;GMAT)eg:住房市场的拐点分析是基于房地产费用特征来进行的。—AnalysisofHousingMarketInflectionPointbasedonRealEstateExpenseCharacteristic.Exercises第六单元32.Paraphrase:Replacetheexpressionsofthebold.

(1)Asuccessfullive-streameventcanleadtomoresalesaftertheevent-largelyowingtowordofmouth.

wordofmouth:ontheblob;expressedorally;inwordAsuccessfullive-streameventcanincreasesalessoonaftertheeventbecausetheproductorserviceinquestionisrecommendedorallyfrompersonto

person.(2)Thelive-streamcommercemarkethit1.2trillionyuan(roughly$200billion)in2020,accountingfor10%oftheonlineshoppingmarket.

accountfor:occupy;givereasonsfor;takeupIn2020,thelive-streamcommercesectorwillbeworth1.2trillionyuan(about$200billion),

occupying10%oftheonlineshoppingmarket.(3)Revenuesin2023areprojectedtoreach$26

billion,accordingtoStatista.

beprojectedto:beexpectedto;predict;anticipateAccordingtoStatista,revenuesin2023areexpectedtoexceed$26billion.2.Paraphrase:Replacetheexpressionsofthebold.

2.Paraphrase:Replacetheexpressionsofthebold.(4)Live-streamcommercehasproducedsome

dramaticresultsforcompanieslaunchingnewproducts.launch:rollout;unveil;bringoutLive-streamcommercehasbroughtmanygreatresultsforcompaniesrollingoutnewproducts.(5)Anobviousreasoncompaniesareembracinglive-streamcommerceistodriveshort-runrevenue,butit’snottheonlyone.

embrace:adopt;accept;takeintoconsiderationDrivingimmediaterevenueisoneobviousreasonwhycompaniesareadoptinglive

streamcommerce,butit’snottheonlyone.2.Paraphrase:Replacetheexpressionsofthebold.3.

Vocabulary:Fillintheblankswiththewordsandexpressionsintheboxrelatedtomarkettypesandmarketoperations.

a.marketshareb.marketdemandc.marketresearchd.inthemarketfore.onthemarketf.outofmarketg.upmarketh.downmarketi.massmarket1)Thecompanycarriedalargescale_____.Afteranalyzing

the______andsupply,theychangedthemarketingstrategyinordertoincreasethe_______oftheirproducts.cba

a.Marketshareb.Marketdemandc.Marketresearchd.Inthemarketfore.Onthemarketf.Outofmarketg.Upmarketh.Downmarketi.Massmarket2)AChinesetraderinIndonesiafoundtheconsumerswere______cheapumbrellas,buttherewerenotmuchchoicesavailable______.Somemanufacturerspriced______themselves.3)Manufacturesdesignandselltheirproductstodifferenttargetconsumers.Somecompaniesprovide_______orluxurygoodstohigh-incomeconsumers,someoffer_______commoditiestolow-incomebuyers,andmostothersaimatthe______defghi

whichrefertothelargenumbersofcommonconsumers.4.Cloze:Decidewhichofthechoicesgivenbelowwouldbestcompletethepassageifinsertedinthecorrespondingblanks.[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyThemarketforaparticulartypeofthingisthenumberofpeoplewhowanttobuyit,ortheareaoftheworldinwhichitissold.Everybusinessfirmhastheirtargetmarketandconsumers.Marketscanbedividedintodifferent(1)______groupsaccordingtoseveralcriteria.Thisprocessiscalledmarketsegmentation.Fourcommonbasesfor(2)_______consumermarketsaregeographical,demographic,psychographicandproduct-related.Geographicalsegmentationisto(3)_______amarketintohomogeneousgroupsonthebasisofpopulationlocations.[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyFKA

Forexample,aninternationalautomobilemanufacturermaydivideitsmarketintotheAsianmarket,thenorthAmericanmarketandtheEuropeanmarket,whilea(4)_______Chinesecarproducermaydivideitsmarketintonorthernmarket,middle-westmarketandsouthernmarketwithinthecountry.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyGThemostcommonmethodofmarketsegmentationisdemographicsegmentation,whichdistinguishesmarketsonthebasisofvariousdemographicorsocioeconomiccharacteristicsincludingincome,age,gender,occupation,familysize,stageinthefamilylifecycle,andeducation,etc.Forexample,someclothingproducersmakeitemsformenandwomen,whilesomemanufacturers(5)_______inproducingshoesforchildren.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyLInrecentyears,marketresearchershavetriedalotofpsychologicalsegmentation,whichdividesconsumermarketsintogroupswith(6)_______psychologicalcharacteristicslikevalues,personality,lifestyles,andbehaviorpatterns.Lifestyleisthesumofpeople’sneeds,preferences,motives,attitudes,socialhabitsandculturalbackground.Itconsidershowpeoplespendtheirleisure,

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyBandwhichexternalinfluencestheyaremost(7)_______toandinfluencedby.Psychographicsenablesmarketerstoidentifytightlydefinedmarketsegmentsandbetter(8)_______consumermotivationsforproductorbrandchoice.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyHMProduct-relatedsegmentationdividesaconsumermarketintogroupsbasedonbuyer’srelationshiptothegoodorservice.Therearethreemostpopularapproachestoproductrelatedsegmentation—benefitstssought,usageratesandbrandloyaltylevels.Whenchoosingacertainproduct,consumersmay(9)_______variousbenefitstslikecomfort,safety,convenience,durability,etc.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyEDifferencesinbenefitstssoughtcanshapewhichproductsacustomerselectsorhowcustomersuseagivenproduct.Segmentationbyproductusagerates(10)_______definessuchcategoriesasheavyusers,mediumusersandlightusers.Brandloyaltyreferstothedegreetowhichconsumersrecognize,preferandinsistonaparticularbrand.

[A]divide[B]similar[C]different[D]foreign[E]seek[F]customer[G]local[H]responsive[I]product[J]seldom[K]segmenting[L]specialize[M]understand[N]react[O]usuallyO5.

E-CTranslation:TranslatethefollowingsentencesintoChinese.1.Marketresearchisthefirststepforcompaniestolaunchnewproducts,asitcanhelpthemunderstandconsumerneedsandmarketcompetition.2.Throughmethodssuchasquestionnairesandin-depthinterviews,companiescancollectfirst-handinformationabouttargetcustomers.3.Basedonthisinformation,theycanadjustproductdesignsandpricingstrategiestomeetmarketdemands.5.

E-CTranslation4.Itisworthnotingthatmarketresearchshouldbecarriedoutregularly,notjustbeforetheproductlaunch.Onlybykeepingtrackofmarketchangescanenterprisesmaintaintheircompetitiveadvantagesinthefiercebusinesscompetition.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(1)我们的产品在国际市场上具有竞争力。(becompetitivein)Ourproductsarecompetitiveintheinternationalmarket.(2)他们详细地讨论了怎样增加你方产品的销售。(talkover)Theytalkedoveratgreatlengthhowtoincreasethesalesofyourproducts.6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(3)根据你方的市场情况，我们确信今年你们有望销得更好。(besurethat)Wearesurethatyoucansellmorethisyearaccordingtothemarketingconditionsatyourend.(4)根据去年的销售记录，你能完成的最大年销售量是多少呢？(accordingto)

Accordingtolastyear’ssalesrecord,whatisthemaximumannualsalesvolumeyoucanachieve？6.

C-ETranslation:TranslatethefollowingsentencesintoEnglishbasedonthecuewordsinbrackets.(5)我们确信，年轻一代将不会辜负我们的信任。(beconfidentthat)Weareconfidentthattheyoungergenerationwillnotletdownourtrust.Workinpairstosimulateabusinesssituation.Acustomerisbuyingasmartphoneinalargecellphonestore.Onestudentactsasthecustomer,andtheotheractsasthesalesperson.Presentadialoguebasedonthefollowingquestionsandthenexchangeroles.Role-play1.Doesthecustomerpreferaparticularbrand？2.Howmuchisthecustomer’sbudget？3.Whatfunctionsareimportantforthecustomer？4.Isthereanysalespromotioninthestore？5.Canthecustomerenjoyanypricereductionordiscount？6.Couldthecustomerpayoninstallments？7.Doesthecustomerneedanysparepartsofthecellphone？8.Isthereanyspecialrequirement？Role-playMr.Wangwantstobuyasmartphone.Heprefersalocalbrandratherthananinternationalbrandbecausehisbudgetislimited.Hewantstospendabout2,000yuanonthephone.Hepaysmuchattentiontocameraandmemorycapacityofthephone.Therearesomesalespromotionandspecialofferontwoparticularbrandsinthestore.Forcellphonessoldmorethan1,000yuan,hecanenjoyinstallmentsservice.HealsowantstobuyaBluetoothheadset.Heprefersablackphone.ReferenceKeytoRole-playTextBBusinessCycle第六单元4QuestionsonTextB1.Whydidmanybusinessideasfailinpractice?2.HowsuccessfulisDaneMaxwellinbusiness?3.Whatisthefive-stepmethodologytotestbusinessideas?4.Howtoidentifyyourpotentialclients?5.WhatdoyouthinkofDane’smethodology?QuestionsonTextB1.Whydidmanybusinessideasfailinpractice?Openquestion.Example:Ithinkbusinessideasfailmainlybecausetherealbusinesspracticeismorecomplexthanyouhaveimagined.2.HowsuccessfulisDaneMaxwellinbusiness?DaneMaxwellisaserialentrepreneurwhohasfoundedmultiple7-figurecompanies,primarilyintheworldofsoftware.QuestionsonTextB3.Whatisthefive-stepmethodologytotestbusinessideas?(1)Identifywhoyouwanttoserve.(2)Speaktorealpeoplewithinthescopeofwhomyouwanttoserve.(3)Getyourfootinthedoor.(4)Findtheirbiggestpain.(5)Priceyourproduct.QuestionsonTextB4.Howtoidentifyyourpotentialclients?Agoodwaytodecidewhoyouwanttoserveistolooktoyourcorevalues.Choosetoservesomebodywhoyoubelieveisdoingrealgoodintheworldandwhoyouwanttosupportandseesucceed.5.WhatdoyouthinkofDane’smethodology?Openquestion.Example:IthinkDane’smethodologyisveryusefulforITfirmsbutitmaynotbesuitableforalltypesofbusinesses.U6:5StepstoValidateYourBusinessIdeaBefore

EnteringtheMarket

Manyentrepreneursgoallinonanideatheythoughtwouldwork,butendsupbeingahugebustinthemarket.“Themostdangerouswordinbusinessistoguess.Themost

importantwordis‘predictability.’”saysDaneMaxwell,aserialentrepreneurwho’sfoundedmultiple7-figurecompanies,primarilyintheworldofsoftware.

Maxwellhasoveradecadeofexperienceinbusiness,andheswearsbyonething:predictingthesuccessofaproductinadvance.Maxwellsharesthefive-stepmethodologytovalidatebusinessideasthathasearnedhimmillions.1.Identifywhoyouwanttoserve.Choosetoservesomebodywhoyoubelieveisdoingrealgoodintheworldandwhoyouwanttosupportandseesucceed.Inhelpingthem,youalignwiththeircause.Agoodwaytodecidewhoyouwanttoserveistolooktoyourcorevalues.Forexample,ifyouvaluehealthandpersonalempowerment,youmightserveyogastudios.2.Speaktorealpeoplewithinthescopeofwhoyouwanttoserve.Onceyou’vefiguredoutwhoyouwanttohelp,getintouchwiththem.Thiswilltakeyourbusinessideafromabstracttoconcrete,byputtingittothetestandactuallyseeingifyourclientfindsitvaluableandwouldbewillingtopayforit.Thequickestwaytodothisistocallthem.3.Getyourfootinthedoor.Whensomeoneanswersthephone,youmightsay,“I’vegotthisideaI’mworkingon.I’mnotsureifit’sanygood,butIwantedtopitchittoyoutoseeifit’sgood.”“Iusethat

openerevertime,”Maxwellsays.“I’venevergottena‘no’fromthat.”Thislineispowerfulbecauseitsetstheotherpersonuptolistenfromaplaceofgratitudeandappreciation.Theyimmediatelyshiftgearsintobeingopentoreceivevalue,willingtoworkwithyoutodevelopanideathattheywouldbenefitfrom.

4.Findtheirbiggestpain.Pitchyourinitialideatothepersonyou’respeakingwith,butdon’texpectittobetheproductorservicemostneededbyyourclient.Afteryouproposeyouridea,listentowhattheotherpersonsays—doesyourideasolvetheirbiggestproblem,oristhereanotherproblemthey’dreallylikehelpwith？Yourgoalistoidentifyyourclient’sdeepestsourceofpainandtodevelopaproductideathatwillremoveitforthem.“Here’sthetruthaboutrealbusinesses,”Maxwellsays.“Assoonasyoucomeupwithsomethingpainfulyou’reinbusiness.”5.Priceyourproduct.Whileyou’vestillgotyourpotentialclientonthephone,askthemwhatthey’dbewillingtopayforyourproduct.Doesthispriceseemfairtoyou？Ifnot,haveaconversation

tonegotiateafairprice.“Youwanttochargebasedontheendresultyoudeliver,”Maxwellsays.“Saythatyouwanttogetapricefairforbothofyou.Ifthepersonsaysapriceyoudon’tlike,saythatyouwouldfeelbeingtakenadvantageofatthatprice.Behonest.”validate /'vælIdeIt/ v.Tovalidatesomethingsuchasaclaimorstatementmeanstoproveorconfirmthatitistrueorcorrect.证实(CET-6;TEM-8)eg:地方政府采取的经济措施需要在实践中验证。—Theeconomicmeasurestakenbythelocalgovernmentneedtobevalidatedinpractice.align /ə'laIn/ v.

Ifyoualignyourselfwithaparticulargroup,yousupportthembecause

youhavethesameaim;keepconsistent与……结盟；保持一致(TEM-8;CET-6)eg:最佳方法就是将你的目标与对生活的热情结合起来。—Thebestwayistoalignyourgoalswithyourlifeandpassions.empowerment /Im'paʊəment/ n.Theempowermentofapersonorgroupofpeopleis

theprocessofgivingthempowerandstatusinaparticularsituation.权力赋予；授权

(TEM-8;CET-6)eg:电子授权是随着网上支付的发展而产生的新问题。—Electronicempowermentisanewissuearisingfromthedevelopmentofonlinepayment.identify /aI'dentIfaI/ v.Ifyoucanidentifysomeoneorsomething,youareabletorecognizethemordistinguishthemfromothers.识别(TEM-4;CET-4)eg:你可以通过许多其他的特征来了解好莱坞史诗。—ThereareanumberofdistinguishingcharacteristicsbywhichyoucanidentifyaHollywoodepic.CaseStudy第六单元5

InJune2016,smartphonemakerXiaomiboughttherightstohundredsofMicrosoft’ssmartphoneinventions.ExpertssaythepatentdealpavesthewayfortheChinesefirmtosellitshandsetsinWesternmarkets.MicrosoftwillbenefitfromthefactthatsomeofitsAndroidApps—includingOfficeandSkype—willnowbepre-installedonXiaomidevices.

TheannouncementcomesatatimewhenXiaomihasbeenstrugglingtomeetsalestargets.TheBeijing-basedcompanyoriginallysetitselfatargetofselling100millionsmartphonesin2015.CaseStudy:XiaomiBuysMicrosoftSmartPhonePatents

Butitmanagedtosellonly71million,partlybecauseofincreasedcompetitionfromdomesticrivals.OppoandVivoovertookXiaomiinphoneshipmentsinthefirstthreemonthsof2016,whileHuaweiextendeditslead,accordingtoresearchfirmIDC.ThatpushedXiaomidowntoseventhplaceinglobalmarketshar