Market Research 市场调研 对话1: A: Your new task is to reach US $20 billion by the end of 2006. That’s a magnificent task. How can you make sure you will accomplish it? 你们的新目标是到 2006 年底增到 200 亿美元,这是宏伟的任务,你们怎样完成这个任务呢? B: Well, in addition to improving the quality of our products, we need to open more international markets. 除了提高我们的产品质量,我们还需要开拓更多的销售市场。 A: As far as I know, you have many regular customers. 据我所知,你们有很多老客户。 B: Yes, most trading companies have regular customers. But it is quite another story for those manufacturing enterprises that have just started exporting. They can’t find certain distribution channels. 是的,大多数贸易公司都有老客户,但是对于那些刚刚开始出口的生意的生产企业来讲情况就不同了,他们找不到分销渠道。 A: Do you have any particular plan to help them to open up new markets? 你们有没有特别的计划帮助他们打开新的市场? B: Yes, we do. In order to help them build up marketing channels, we have decided to strengthen market research and gather more information from various resources, such as national trade statistics, trade journals and directories, international organizations and field investigations. 有。为帮助他们建立销售渠道,我们决定加强市场调研,从各种资源,比如国家贸易统计资料,贸易杂志和名录,国际组织和实地调查搜集更多的信息。 A: I agree that a good marketing channel is important and indispensable to the success of exporting, Besides, as a friend of yours, I would suggest that you should be still more flexible in doing business. 我同意一条好的销售渠道对顺利出口是至关重要和必不可少的。另外。做为你们的朋友,我建议您做生意更活些。 B: Thank you for your good suggestion! As a matter of fact, we need to make improvement in many areas. 谢谢你的建议!事实上,我们需要许多方面进行改进。 A: Yes, you said it. 您说对了。 对话2. A: How is market research carried out? 怎样进行市场研究? B: That’s a very wide question. But to put it in a very simple terms, one of the objects of market research is to find out ................................................ 这是一个范围很广的问题。但简单地说,市场调研的目标之一就是找出这种产品是否有市场,在市场上是否能出售这种产品。 A: Who does this kind of job then? 那么谁做这种工作那? B:: Sometimes we carry out our own research, but for major products where development costs are likely to be high, we employ specialists. 有时候是我们自己搞调研,但对于那些开发费用高的主要产品我们请专家调研。 A: Do you own salesmen take part? 你们自己的销售人员参加吗? B: In the early stages, only the regional managers do. If we decide to have some test marketing, some of the senior salesmen are brought in. 在开始阶段,只有地区经理参加,如果我们搞试销,一些高级销售元也参加。 A: It seems to me that the salesmen receive some special training. 依我看,销售员似乎接受了一些特殊的训练。 B: Yes, they all have initial training course when they first join the company, and this includes product training. 是的。他们在进公司时,都进行了培训,其中包括产品知识培训。 A: What is that? 什么意思? B: As a salesmen he or she must fully understand the various applications, design features, special advantages and almost everything of the products we produce. 作为一名销售人员,他 / 她必须对公司的产品的用途,设计,特点,独特的优点等等都要非常了解。 Trade fairs,下面的对话中是trade show,你自己换成fairs就可以了,一个意思 SCOTT: This facility is great, don't you think?
ANDREW: Yes, it is better than last year. They have done a very good job this time.
SCOTT: I'm glad our booth is on the first floor. More people can see our display.
ANDREW: If someone wants to find us, they can look at this floor plan.
It shows where all the companies have their booths.
SCOTT: Let me see that. I didn't get one when I came in.
ANDREW: Really? They didn't give you one with your ticket?
SCOTT: No.
ANDREW: That's strange.
SCOTT: Where do you go for lunch around here?
ANDREW: Are you hungry?
SCOTT: Not too bad. But I will be soon.
ANDREW: I went across the street. There is a good Chinese restaurant next to the hotel.
SCOTT: I can't see Comtex on this floor plan. Don't they have a booth here?
ANDREW: They must. Let me look at that.
Here it is. Comtex. It's on the second floor, next to the Rolly booth.
SCOTT: Oh, that will be uncomfortable for them.
ANDREW: For whom? Comtex?
SCOTT: Yes. Comtex just stole Darren McDowell from Rolly.
And probably Darren will be here.
So he will have to spend the whole show standing next to his old Comtex coworkers.
ANDREW: I've never met Darren.
But you're right. That would probably be uncomfortable.
SCOTT: When you reserve a booth, you should check who your neighbors will be.
Don't you think?
ANDREW: Yes, maybe. If you're Darren McDowell, you should probably check.
SCOTT: Yes. Well, I think I'll go get lunch. Will you join me?
ANDREW: No, I'll stay here at the booth.
I ate earlier. Are you going to the Chinese restaurant?
SCOTT: Maybe. I will look around.
史考特:这个设备真好,你认为呢?
安卓鲁:是的,比去年好。他们这次做得很好。
史考特:我很高兴我们的摊位在一楼,有更多人可以看到我们的展示。
安卓鲁:如果有人想找我们,他们可以察看这个场地图。
它清楚地标示所有公司的摊位所在。
史考特:让我看一下,我进来的时候我没有拿到。
安卓鲁:是吗?他们没有把它附在你的门票中吗?
史考特:没有。
安卓鲁:真奇怪。
史考特:你在附近那儿吃午餐?
安卓鲁:你饿了吗?
史考特:还可以,但很快了。
安卓鲁:我到对街去。靠近旅馆有一间不错的中国餐厅。
史考特:我没有在场地图看到 Comtex。他们应该有摊位吧?
安卓鲁:他们一定有。让我看一下那张场地图。
在这儿,Comtex。在二楼,Rolly 摊位隔壁。
史考特:对他们来说是很不舒服的。
安卓鲁:对谁?对 Comtex?
史考特:是的。Comtex 才刚从 Rolly 那儿挖走迪凌?麦克当沃。
迪凌应该也在会场。
他整个展销期间要对着他Comtex的老同事。
安卓鲁:我从未见过迪凌。
但你是对的,那真的是很不舒服的。
史考特:当你要订一个摊位,你需要察看一下谁是你的邻居。
你不怎么认为吗?
安卓鲁:是的,或许是吧。如果你是迪凌?麦克当沃,你是应该要察看一下。
史考特:是的。嗯,我想要吃午餐了。你要跟我一起吗?
安卓鲁:不,我会留在摊位。
我先前吃过了。你要去中国餐厅吗?
史考特:或许是吧。我会到处看看。