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9. Why should business buyers visit the seller’s company? Certain products, such as industrial equipment, have unique characteristics and may vary with regard to condition. Business buyers of such products must base purchase decisions on inspection. Before large orders are granted to the seller, it is advisable that the buyer should visit the seller‟s company and check the details related with the goods.
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5.

How to define “customer” and “brand”? What is the relationship between the two? Customers are individuals‟ organizations who have purchased or used products from the marketing organization in the past or who are likely to do so in the future. A brand is a name, term, sign, symbol or design or combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors. From a customer standpoint, however, a brand is much more than its name or identifying elements: it is the entire bundle of perceptions, associations, and attributes that the consumer experiences when considering, purchasing, or using the brand. It is the customer who determines what a business is.
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6.4 Words and Expressions
Please learn this section before you begin learning this Chapter.
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6.1 Before You Begin
English for Business Negotiation 商务英语谈判
Chapter 6 – Product Description
顾 渝 对外经济贸易大学出版社
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PART ONE PRE-NEGOTIATION
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4. 5.
What will people generally consider in order to decide which products to buy? Why should companies develop new products? How can attracting the “attention” of potential customers be the first step of the marketing mix? Can you give some examples to show the “benefits” of products? What knowledge should sellers know about their customers? How to get the knowledge?
7. How to concentrate on potential customers when describing a product? Say for instance, “this product is aimed at the young-professional, high-income market and not the traditional consumer of old-fashioned lemonade” or, “this product is best for people 50 years and over with an interest in maintaining a healthy lifestyle.”
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2. Why should companies develop new products? New products pump life into company sales, enabling it not only to survive but also to grow. Products can be a company‟s most important asset. If a company‟s products do not meet customers‟ desires and needs, the company will fail unless it makes adjustments. Companies like Samsung and Apple (electronics), Dow (chemicals 美国陶氏化学), Master Kong(foods) get most of their profits from new products.
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6.
7.
8.
9.
10.
How to define “customer” and “brand”? What is the relationship between the two? How to define “central selling point”? How to concentrate on potential customers when describing a product? How can the sellers convince the buyers to take prompt action to buy? Why should business buyers visit the seller’s company?
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4. What knowledge should sellers know about their customers? How to get the knowledge? „Knowing‟ includes their demographics[个人背景], their buying cycles, their budget requirements, their price sensitivity, their experience with similar offerings, etc. You can only know these things by asking.
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6.1 Before You Begin
8. How can the sellers convince the buyers to take prompt action to buy? Sellers must persuasively answer buyers‟ questions in order to convince the buyers to take prompt action to buy, for example, by giving scientific evidence or context for comparison. Claims of superior quality of a product imply that objective data exist to support the statements. Better, faster, easier, and similar terms imply a comparison.
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3.

Can you give some examples to show the “benefits” of products? Different products have different benefits for the customers, such as the security of a product, or an enhanced selfimage brought to the customers by a product.