商务英语实训教程上册上册_unit_11_Product_Life_Cycle教师参考教材教学课件.ppt

;教师用书 Unit（11）Product Life Cycle Pre-reading questions What do you know about product life cycle? The product life cycle goes through many phases, involves many professional disciplines, and requires many skills, tools and processes. Product life cycle (PLC) has to do with the life of a product in the market with respect to business/commercial costs and sales measures; To say that a product has a life cycle is to assert four things: 1) that products have a limited life, 2) product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller, 3) profits rise and fall at different stages of product life cycle, and 4) products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each life cycle stage.;【文本翻译】 产品周期 理解产品周期很重要，因为它影响市场销售。产品生命周期有四个阶段。 1.引入期：在引入期，公司介绍新产品，建立产品知名???和开发市场。这个阶段包括：（a）产品：品牌建立；（b）低定价以占领市场份额；（c）选择性分销充分地把产品介绍给消费者。（d）向革新消费者和早期接受者促销。营销策略是建立产品知名度和向消费者教授产品知识。 ;产品周期;产品周期;New Words 词汇教学重点： 1. adopter[?‘dɑ?pt?r] 例句1：The adopter may only adopt one child.收养人只能收养一名 子女。 例句2：We should adopt the consumers‘ suggestion.我们应该接受用 户的建议。;;;;8. rejuvenate[rid?u:vineit] 例句1：We must always change, renew, rejuvenate ourselves. otherwise we harden.我们必须经常变化，更新，激发我们自己。否 则，我们就僵化了。 例句2：If you work hard and find yourself stuck, then you need to rejuvenate yourself somehow.如果你努力工作了，然后发现 自己 陷入瓶颈状态，这时候你就要想方法让自己重新振作 起来。 ;;; Phrases 1. aim at 例句1：They aim at quality rather than quantity.他们的 目的在于提高质量而不是增加数量。 例句2：We must aim at increasing / to increase exports. 我们要力求增加出口货物。;;; Business Terms 1.marketing mix 行销组合，营销组合 A business tool used in marketing products. The marketing mix is often crucial when determi