research to get a feel for your target market. L: Can you specify what sort of information I should look for? Z: First of all you’ve got to find out if there’s any demand for your new product, and what sort of
4
Part Ⅱ Scaffolding
Situational Dialogue 1
译文
Li Yan, sales manager, for Boyi Arts Trading Company. Zhang Jian, marketing manager, for Boyi Arts Trading Company.
3
Part I Warming-up
(b) Where can the company get the information needed ? Please make another list of information sources.
Information Sources 1 newspaper 2 magazines 3 government report 4 internet 5 industry association journals 6 research specialists
Now Li Yan is asking Zhang Jian for some advice on how to carry out market research. L: Well, Mr. Zhang, could you give us some suggestions about how to start selling our corn basket in
trade associations, local trade magazines, newspapers and the Internet… L: It seems to be a big job. Then what sort of research shall we carry out? Z: Usually there are two main methods of research—questionnaires and interviews. As to
Unit 1 Where can I get the information I need?
Contents
Part I
Warming-up
Part Ⅱ
Scaffolding
Part Ⅲ
Practice
Part Ⅳ
Learning More
2
Part I Warming-up
(a) Brainstorm with your partner and make a list of the information which is important to know about other countries for an Import and Export company. Information list 1 tax policies and regulations 2 market characteristics 3 competition 4 social and cultural habits 5 customer buying behavior 6 industry development
competition you will meet. Then there are local legislation and preferences. 5
Part Ⅱ Scaffolding
Situational Dialogue 1
译文
L: But where can I get the information I need? Z: For starters, from embassies and consulates, International Chamber of Commerce (ICC) and
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Century Business English
世纪商务英语 编：刘杰英 审 校：Chuck Thode
1
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a new overseas market? Z: Well, from the marketing point of view, you need to do a lot of desk research and market research
before you can sell anything to your customers. L: How is market research carried out? Z: That’s a very broad question indeed. But first of all I think you should do some exploratory