商务英语专题阅读文章

(1) Reducing Business Costs 降低经营成本

(2) Logistics: The Modern Perspective 物流的现代含义

(3) Factors in Pricing Decisions 影响定价的因素

(4) Selection of Promotion Mix Elements 营销要素的选择

(5) Media Selection 媒体选择

( 6) Packaging 包装

(7) Brand Names 品牌名称

( 8) Consumer Buying Behavior 消费者购买行为

(9) Site Selection 公司选址

(10) Advantages of Owning a Franchise 特许经营的优势

(11) Creating a Company Image 打造企业形象

(12) Green Travel Plan 绿色出行计划

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(1) Reducing Business Costs 降低经营成本

Cost reduction is an important factor in improving the state of a business. It can obviously

result in higher profits and a stronger enterprise. Most business leaders and managers would like

to reduce costs, but many find it difficult to do the right things.

There are several methods business leaders or managers use to reduce costs that can be

damaging to the health of the organization. These include downsizing, reducing customer service,

and cutting corners in production methods.

Downsizing

Some company leaders feel they can reduce costs by simply downsizing or reducing the

number of workers or middle managers.

If this is done after applying ISO 9000 and defining the exact role of everyone, it may be a

necessary and effective method. Unfortunately, most companies that downsize do so without

really knowing the impact on the company’s operations.

One of the biggest effects of downsizing to reduce costs is that the good employees quickly

leave the company for greener pastures. Thus the company is left with the deadwood employees,

who are supposed to do twice the work as before.

Reducing Customer Service

Customer service can be a nuisance and is often expensive. Sometimes companies will

reduce or eliminate the service they give to the customers. Unfortunately, a neglected customer is

an ex-customer.

Cutting Corners

A quick way to cut costs is by cutting corners in production or service methods. Some

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company leaders feel that by using cheaper materials and labor, and by eliminating part and steps,

they can cut costs and save money.

It is true that costs may be cut in the short run, but often the product or service is of such low

quality that repair and rework costs go through the roof. Also customers may become unhappy

with the low quality and move on to another supplier.

Effective ways to reduce costs include training your workers, getting quality goods from

suppliers, and using Total Quality Management (TQM) tools. Because to reduce costs means to

reduce waste. That is wasted materials, wasted effort, and wasted time.

Train Workers

In these days of changing technologies and methods, it is necessary to train your workers to

keep them up to date.

Get Quality from Suppliers

Low quality goods from suppliers are a major source of waste. You should not only try to get

quality suppliers but also work with your suppliers to help them improve their operations and

quality of output.

TQM Tools

There are a number of improvement methods that can be placed under the umbrella of Total

Quality Management.

In conclusion, crude methods to reduce costs – such as downsizing – are not effective and

can actually harm a business. Helping your suppliers, training your workers, and using TQM –

type improvement tools can help to eliminate waste and improve the profits of your business.

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(2) Logistics: The Modern Perspective 物流的现代含义

At its heart, logistics deals with satisfying the customer. This implies that management must

first understand what those requirements are before a logistics strategy can be developed and

implemented to meet them. Customer service is the most important output of an organization’s

logistics system.

In a more practical sense, logistics refers to the systematic management of the various

activities required to move benefits from their point of production to the customer. Often these

benefits are in the form of a tangible product that must be manufactured and moved to the user;

sometimes these benefits are intangible and are known as services. They too must be produced and

made available to the final customer. But logistics encompasses much more than just the transport

of goods. The concept of benefits is a multifaceted one that goes beyond the product or service

itself to include issues regarding timing, quantity, supporting services, location and cost. So a

basic definition of logistics is the continuous process of meeting customer needs by ensuring the

availability of the fight benefits for t he right customer, in the quantity and condition desired by

that customer, at the time and place the customer wants them, all for a price the buyer is willing to

pay. These concepts apply equally well to for-profit industries and non-profit organizations.

However, logistics can mean different things to different organization. Some firms are more

concerned with producing the benefits: their management focus is on the flow of raw materials

into the production process rather than on delivering the final goods to the user. Some companies

are much more concerned with the flow of finished goods from the end of the production line to

the customer. Logistics in this situation is sometimes referred to as physical distribution. Finally,

some firms view logistics as embracing both material management and physical distribution tasks

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into a single supply chain that links the customer with all aspects of the firm, sometimes it is

referred to as supply chain management.

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(3) Factors in Pricing Decisions 影响定价的因素

A firm cannot determine a product’s price without considering several factors that affect price.

Managers must take into account the use of price and non-price competition, supply and demand,

and consumer perceptions of price.

Price and Non-price Competition

The pricing decision is influenced by the extent to which firms decide to use price as a

competitive tool. Firms competing based on price competition generally set prices equal to or

lower than competitor’s prices. They must be prepared to change prices quickly and frequently in

response to competitors’ price changes. One drawback to this strategy is that competitors can

easily reduce their prices to counter it.

Non-price competition involves competing based on factors other than price, such as quality

or service. This strategy is useful in building brand loyalty. Customers who prefer a brand for

reasons other than price are less likely to switch to a brand that costs less.

Supply and Demand

The price of a product is also influenced by the economic forces of supply and demand. For

most products, the quantity demanded goes up as the price goes down; demand goes down as the

price goes up. On the contrary, the quantity supplied increases as price goes up; supply goes down

as price goes down.

Consumer Perception of Price

Price may be the top consideration in the buying decision of some consumers, while to others

it my be much less important. The importance of price varies a great deal for different products

and different target markets.

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 Buyers generally believe price is closely related to quality. For products such as win, jewelry,

and perfume, a higher price signals higher quality to the target market. In such cases, firms can use

price to establish an image of product superiority.

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(4) Selection of Promotion Mix Elements 营销要素的选择

Various aspects of a product influence a firm’s selection of promotion mix elements. Firms

selling industrial products generally emphasize personal selling in their promotion mixes and use

advertising, sales promotion, and publicity to support personal selling efforts. For consumer

products, advertising is the primary element. Firms offering consumer convenience products

promote them heavily with advertising and sales promotion.

The size, geographic distribution, and demographic characteristics of f firm’s target market

greatly influence the choice of promotion elements. Personal selling will likely be an important

element for the target market that has a limited number of potential customers, while advertising

and sales promotion usually dominate the promotion mix designed to reach millions of people at a

low cost per person. Similarly, personal selling is generally more practical when a firm’s

customers are concentrated in a small area; advertising and sales promotion, which are much more

flexible, can be easily geared to markets in any geographic region whether small and precisely

defined or large.

A target market’s demographics – age, income, education, social class, occupation – also

influence the promotion mix. A firm marketing to teenagers would emphasize advertising,

especially on television, but rely less on personal selling, sales promotion, or publicity. A firm

targeting educated, financially well off consumers aged 35 and older would use personal selling,

advertising, and perhaps, publicity but not consumer sales promotion activities, since coupons,

refunds, and sweepstakes are more important to lower-and middle-income families.

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(5) Media Selection 媒体选择

One of the most important decisions in developing an advertising strategy is the media

through which the ad transits the firm’s message. The media the marketer selects must be capable

of accomplishing the communications objectives of informing, persuading, and reminding

potential customers of the products.

Market research should identify the target market and determine its size, geographic

distribution, and demographic characteristics and then match the advertisement and the available

media with the target audience. Finally, alternative costs should be compared to determine the best

possible media purchase.

Broadcast media include television and radio. Newspapers, magazines, outdoor advertising

(such as posters and bulletins etc.) represent the major types of print media. The Internet is a new

medium. Nowadays, many companies jump to advertise on the Internet. Internet advertising can

assist in raising awareness of brands, it is most successful when combined with traditional

advertising such as TV or print.

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( 6) Packaging 包装

Packaging involves designing a product container that will identify the product, protect it,

and attract the attention of buyers. It is important to both consumers and manufacturers.

Originally, packages were designed mostly for their functional value: they protect products

from damage or spoilage. Today packaging also has significance as a marketing tool. To develop

an appealing package that will catch the buyer’s eye, marketers consider not only function but also

shape, color, size, and graphic design. In a grocery store containing thousands of different items, a

product must capture the shoppers’ attention. Studies show that more consumer buying decisions

are being made at the point of purchase and that shape, graphics, and typefaces, marketers design

packages to establish distinct identities that set their products apart from those of competitors.

Packaging needs to be clean and obvious, marketers need strong brands and icons that people

can identify with. Greater emphasis is also being placed on product innovations such as single-use

packs, microwave packs and zip-up products.

Packages can also offer the buyer convenience. Pump dispenser can facilitate the use of

products ranging from mustard to insect repellent. Squeezable bottles of jellies, dessert toppings,

and ketchup make the products easier to use and store. Packaging plays a key part in convenience

foods such as microwave meals and snacks and juice drinks in aseptic packages.

Like brand names, packages should evoke the product’s image and communicate its value.

Some companies are patenting their package designs because they feel that their packaging plays a

crucial role in consumers’ brand insistence.

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(7) Brand Names 品牌名称

Effective brand names are easy to pronounce, recognize, and remember. Short names such as

Nike and shell meet these requirements. Marketers try to overcome the problem of easily

mispronounced brand names by teaching consumers how to pronounce them correctly.

Global marketers face a particularly acute problem in selecting brand names: an excellent

brand name in one country may prove disastrous in another. Firms marketing a product in many

countries must decide whether to use a single brand name universally or tailor the name to

individual countries. Because of differences in language and culture, some firms create brand

names to fit local markets. In Eastern Europe the Yellow Pages telephone directory is called the

Golden Pages to connote an image of quality.

Brand names should also give buyers the correct connotation of the product’s image.

Specialized Bicycles carry the image of champion bicyclists. VISA suggests a credit card with

global use.

The brand name must also be legally protectable. The Lanham Act of 1946 states registered

trademarks must not contain word or phrases in general use, such as automobile or suntan lotion.

These generic words actually describe a particular type of product and cannot be granted

exclusively to any company.

It is becoming more difficult for companies to coin effective brand names, due to the

multitude of competitors who are rushing to find brand names for their own products. Some

companies register names even if they don’t yet have products to fit them in order to stop

competitors from using them. This forces firm to spend more time and money finding effective

brand names that are still available.

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( 8) Consumer Buying Behavior 消费者购买行为

Consumers making purchase decisions follow a series of steps. The buying process begins

when a consumer recognizes a product need or want. An advertisement, a free sample, or a

product display can trigger need recognition. The buyer then searches for information about and

compares alternative products. After evaluating the different options, the consumer decides on a

product, uses it, and determines how well it performs or meets expectations. The consumer’s level

of satisfaction or dissatisfaction determines future purchases.

After buying a product, especially something expensive, consumers sometimes worry that

they bought the wrong brand or that they should not have bought the product at all. Often firms try

to reduce buyers’ doubts through advertising or providing follow-up information or service.

Several factors affect buying decisions of consumers. People are influenced by social factors

(e.g., family members, peers), psychological factors (attitudes, personality), personal

characteristics (age. education), and specific conditions that exist at the time of a purchase

decision.

Consumer attitudes toward a firm and its products certainly affect the success of failure of its

marketing strategy. If enough consumers have strong negative attitudes toward some part of a

firm’s marketing mix, the firm may try to change consumer attitudes to make them more favorable.

Changing negative consumer attitudes to positive ones is usually a long, difficult, expensive task.

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(9) Site Selection 公司选址

When a company starts up or opens a new branch, the production and operations manager is

heavily involved in planning the site location. The type of business dictates the kind of facility.

Service sector businesses will often require small office facilities in heavy traffic areas convenient

to customers and other services the business itself requires. Heavy industry, on the other hand,

requires vast space near ship or rail transportation, often besides bodies of water that can be used

for cooling operations as well as transportation to market. Most if not all of the factors in the

following list will be considered in the production and operations manager’s plan for site location.

� Economies of cost or other economic advantages for land, buildings or units, taxes,

insurance, and so on.

� Nearness to related industries and suppliers, warehouses, or service operations.

� Location of competitors.

� Availability of appropriate labor force, considering such factors as quality or low cost.

� Availability of economical transportation for materials and supplies as well as for

finished goods.

� Nearness to market for goods.

� Air and water conditions.

� Nearness to plentiful and economical energy sources.

� Climate and environment in line with needs for the kind of industry and amenable for

employees’ lifestyle.

� Ample space for planned needs of business and for later expansion.

� Nearness to such employee needs as housing, school, transportation, religious facilities,

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 day care, shopping, and recreational facilities.

� Community receptiveness.

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(10) Advantages of Owning a Franchise 特许经营的优势

A person who has never owned or managed a business needs guidance to operate

successfully. This guidance can be provided by a well-run franchise organization. Also,

franchisors can provide a brand name, products or services, and financial assistance.

Guidance A glaring weakness in small businesses is the lack of managerial ability. A

person with limited managerial skills may be able to get by in a large organization because he

or she is just one of many managers. But no one can cover up or “carry” a franchise manager.

Many franchisors try to overcome managerial deficiencies or inexperience by providing some

form of training.

Brand name The investor who signs a franchise agreement acquires the right to use a

certain brand name. this identifies the local unit with a recognized product or service.

Travelers recognize the Holiday Inn sign and the colors of a Pizza Hut building. Promotion

brings these features and characteristics to the attention of potential consumers.

Product The franchisor can offer the franchisee a proven product and methods of

operating the business. The product or service is known and accepted by the public.

Financial assistance By joining a franchise company, the individual investor may be

able to secure financial assistance. Start-up costs of any business are often high, and the

prospective investor usually has limited funds. In some cases, association with a

well-established franchisor – through its reputation – may enhance the investor’s credit rating

with local banks.

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(11) Creating a Company Image 打造企业形象

A company image is an intangible item, but it’s as important, if not more so, than the

raw materials you fashion into a tangible product, machinery you use to make products or

your product inventory.

Established company images can be changed and shaped through planned, consistent

marketing strategies. Creating a company image is similar to gardening. You can do nothing

and most likely something will grow, from pleasant wildflowers to ugly weeds. Or, you can

carefully plan and tend to your garden to create any number of landscapes such as rock

garden, flower garden, cactus garden, etc. just as certain plants compliment each other to

create a pleasing whole, your marketing strategy, communications, and product and market

positioning should work together to create the image you desire.

To get started on creating your company image, analyze how your company and its

products are the same and different from your competition. You might conduct a survey to

learn what image your target audience currently holds of you and your business. (it’s

important to view your company from the perspective of your customers and prospects, not

yours.) if possible, find out what your competitors and your competitors’ customers think of

you, too. Based on the feedback you’ve gathered, develop a plan to change or to continue to

support your company image through all your communication efforts.

Consider these items when establishing or changing your company image.

Marketing Communications – Make sure your brochures, advertisements, product

packages and business cards reflect your image. For example, a children’s party planning

service might create materials that look fun and youthful by using bright colors and cheery

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images.

Pricing Strategy – You might think the “cost-plus-profit” formula or what your

accountant tells you are the best methods for setting prices for your products and services.

But your desired company image has an impact here, too. Do you want to be the price leader

with the lowest price in town? Or, do you want to focus on exceptional customer service at a

slightly higher price?

Sales Strategy – Gimmicky, high-energy sales pitches work well for some products or

services, but don’t fit a sophisticated marketing service firm’s image, for example. Align your

sales strategy and tactics with your company image.

Customer Service – Your customer service policies, such as your merchandise return

policy, impacts your image. Nordstrom, a retail chain, is famous for its “we’ll take anything

back” policy. Company legend tells of an employee that gave a customer a refund for

returned auto tires. But, Nordstrom doesn’t sell tires! Through this policy, Nordstrom has

created an image that it will do anything to please its customers. Make sure your customer

service policies are consistent with your desired image.

Publicity – Are you focusing your publicity efforts on publications that match your

image? For example, the owner of a luxurious bed and breakfast would focus publicity

efforts on magazines such as Town and Country rather than publications appealing to bargain

shoppers.

Promotions – Match the promotional events in which you participate to your image. For

example, if you own a wedding planning service you might sponsor or participate in a

wedding gown fashion show. A four-star restaurant might support the local opera or

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symphony ( or advertise in event programs ) because people frequently enjoy a meal before

or after these events.

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(12) Green Travel Plan 绿色出行计划

Many businesses have developed a Transport policy sometimes called a Green Travel

Plan. This policy demonstrates corporate commitment to encouraging environmentally

friendly forms of transport both for business travel and in getting employees to and from

work. A business travel plan is a set of measures that provide your staff with more efficient

and environmentally friendly options for travelling to work and travelling on business.

A travel plan can improve access to your site and reduce complaints about parking and

traffic levels. It can also enhance your company’s environmental image. A business travel

plan can count towards developing a Green Travel Plan and for a travel plan to be effective it

is important to involve staff and secure the support of senior management.

Typical measures:

� Developing and encouraging staff car pool or car-sharing schemes.

� Encouraging use of cleaner and less polluting fuel.

� Providing bike racks and shower and changing facilities for cyclists.

� Promotion of public transport

� Paying mileage for employees using cycles on business errands.

� Avoiding unnecessary travel e.g., using IT systems such as videoconferencing and

E-mail.

� Looking at alternative methods of distribution i,e. rail or shipping when

economical.

� Providing on-site facilities such as a cash machine to reduce the need for journeys

offsite.

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