PART 1　市场调查的可靠性

题目

Do you think market research is a reliable way to know customers’ needs？ 你认为市场调查是一种了解客户需求的可靠方式吗？

思路点拨

思路1

是的——针对特定人群

思路2

回答范例

范例1　Yes，I think market research is a reliable way to collect information about customers’ needs.Before conducting market research，the target group of the survey is screened，so reliable results are often obtained.

是的，我认为市场调查是收集客户需求的可靠方式。进行市场调查前会对接受调查的目标人群进行筛选，所以往往会得出可靠的结果。

范例2　Yes，I do.A huge part of market research is always dedicated to gauging customer satisfaction rates.It helps you understand your customers’ needs.What’s more，with sound market research，you can better prepare for what your competitors may be about to do next.

是的，我觉得可靠。市场调查的很大一部分总是致力于估测客户满意度，它能帮助你了解客户的需求。更重要的是，有了完善的市场调查，你可以更好地为你的竞争对手下一步可能要做的事情做准备。

亮点词汇

target group 目标群体

obtain v.（尤指经过努力）获得

gauge v.估测

拓展例句

In developing new products,market research is very important.By carrying out market research,a company can know whether there is a niche market for a new product.

在开发新产品时，市场调查很重要。通过市场调查，公司可以知道新产品在市场上是否存在商机。

词汇点睛　a niche market 有利可图的市场

PART 2　产品出口

题目

What is important when aiming to export products？　出口产品时，什么是重要的？

·market research　·市场调查

·modes of transportation　·运输方式

·...　·……

思路点拨

思路1

论点1：市场调查——调查能保证出口成功

论点2：运输方式——方式的选择关系到成本的控制

✧论点3：咨询专业机构——专业机构能提供针对出口相关问题的建议

思路2

论点1：市场调查——成功的调查能够降低机会成本的损失

论点2：运输方式——选择正确的运输方式能够保证产品的顺利运输

✧论点3：负责出口工作的员工——要慎重选择员工

回答范例

范例1　Exporting products is a huge part of business in most companies，so they should pay attention to the following points.

Firstly,market research such as customer preference surveys and competitor surveys can ensure the success of export.Companies need to figure out what customers want and what competitors are doing to guarantee the smooth running of export business.

Secondly,modes of transportation are related to cost control.Look at your products and decide which mode will be the best.

Finally,professional organizations can provide advice on export-related issues,so seeking advice from them is a must.

产品出口在大多数公司的业务中占有很大的比重，所以公司必须注重以下几点。

首先，调查客户偏好和竞争对手之类的市场调查可以保证出口的成功。公司需要弄清楚客户想要什么， 以及竞争对手在做什么，以确保出口工作的顺利进行。

其次，运输方式关系到成本的控制。仔细考虑一下你的产品，再决定哪种运输方式最好。

最后，专业机构可以就出口相关问题提供建议，所以向他们寻求建议是必要的。

提问

Q1：What is the best way to conduct customer preference surveys？ 进行顾客偏好调查的最佳方法是什么？

A：Conducting surveys on the Internet is the best way.You’re exporting products to another country，so the Internet survey is definitely the most convenient.在互联网上进行调查是最好的方式。因为你要出口产品到另一个国家，所以互联网调查绝对是最方便的。

Q2：What is the best mode of transportation？ 最好的运输方式是什么？

A：It depends on the country that the company is exporting products to.If it’s a country nearby，land or sea transportation is the best way，but if it’s a faraway place，then air transportation is the best way to export products.这取决于公司产品的出口对象国。如果是附近的国家，陆运或海运是最好的运输方式；但如果是很远的地方，那么空运是出口产品的最佳运输方式。

范例2　Exporting is a source of huge profit for most companies.That’s why they should take the following elements into account.

First of all,market research needs to be seriously conducted,because it involves tariffs,exchange rates,customer preference,etc.Successful market research will decrease the loss of opportunity cost.

Secondly,the mode of transportation is an essential part of exporting.Choosing the right mode can ensure the smooth transportation of products.

Finally,employees who are in charge of export work should be cautiously selected.The suitable people will be able to ensure that the export work is error-free,but if the wrong people are doing the work,they will bring financial losses to the company.

出口对大多数公司来说是巨大利润的来源，这就是为什么它们应该考虑以下因素。

首先，市场调查需要认真进行，因为它涉及关税、汇率、客户偏好等问题。成功的市场调查会让机会成本的损失降低。

其次，运输方式是出口过程中非常重要的一部分。选择正确的运输方式可以保证产品的顺利运输。

最后，要慎重选择负责出口工作的员工。合适的人员能够确保出口工作不出差错，但是如果选错了人，就会给公司带来经济损失。

提问

Q1：What is the safest distribution method？ 最安全的运输方式是什么？

A：In my opinion，land transportation is always the safest，but it’s also the slowest，so I think it depends on whether or not you take safety as a priority.在我看来，陆路运输总是最安全的，但也是最慢的。所以我认为这取决于你是否把安全放在首位。

Q2：How to select the best people for export work？ 如何选择最合适的出口工作人员？

A：Certain training and tests need to be conducted to select the most suitable employees to take on export work.需要进行一定的培训和测试来选择最合适的员工参与出口工作。

亮点词汇

smooth adj.顺利的

error-free adj.没有误差的

拓展例句

Market research is the systematic gathering,recording and analysing of information for guiding marketing decisions.

市场调查是为指导市场营销决策而系统地收集、记录和分析信息的过程。

词汇点睛　systematic adj.系统的　gathering n.收集　analyse v.分析(www.daowen.com)

PART 3　国外销量

题目

Foreign Sales

The company you work for is trying to increase the sales of equipment products in foreign countries.You have been asked to make recommendations about that.

Discuss and decide together:

·How to do market research?

·What are the benefits of increasing foreign sales?

国外销量

你所工作的公司想要提高设备产品在国外的销量。你需要对此提出建议。

一起讨论并决定：

·如何进行市场调查？

·提高国外销量的好处是什么？

思路点拨

话题1：

话题2：

回答范例

A:I heard that our company is trying to increase the sales of equipment products in foreign countries.

B:Yes,and I have to make some recommendations.

A:How much do you know about that field?

B:Enough for me to make recommendations.I think we have to conduct market research,right?

A:Right,but how do we do it? That’s the problem.

B:We can focus on the customer demands and get to know what foreign customers want.

A:And we should have a clear knowledge of our foreign competitors.

B:Yes.Now we have to think about the benefits of increasing foreign sales,like securing a larger market share internationally.

A:Yeah.Our company’s competitiveness will also be enhanced.

B:That’s right.I really appreciate your help.

A:You’re welcome.

A：我听说我们公司想要提高设备产品在国外的销量。

B：是的，而且我必须提一些建议。

A：你对这个领域了解多少？

B：足以够我提建议了。我想我们必须进行市场调查，对吗？

A：对啊，但是该怎么做呢？这是一个问题。

B：我们可以关注客户的需求，了解国外客户想要什么。

A：我们还要对我们国外的竞争对手有一个清楚的认识。

B：是的。现在我们要考虑一下提高国外销量的好处，比如获得更大的国际市场份额。

A：是的。我们公司的竞争力也会得到增强。

B：没错。我真的很感谢你的帮助。

A：不用客气。

提问

·What is the best way to collect information about your foreign competitors？ 收集国外竞争对手信息的最佳方法是什么？

Paying attention to business news，and using your business connections to get information.关注商业新闻，利用你的商业关系来获取信息。

·If you’re the customer，would you choose a foreign product or a local one？ 如果你是顾客，你会选择外国产品还是本地产品？

I think there’s a misconception that all foreign products are superior，which is not true.But some of them are indeed top-notch.If I’m buying electronic products，I’ll probably go with foreign ones.But if it’s something else，local products are always my preference.我认为人们有一种误解，以为所有外国产品都是优质产品，这是不正确的。但其中一些的确是一流产品。如果我要购买电子产品，我可能会买外国的。但如果是别的东西，我一直喜欢本地产品。

亮点词汇

secure v.获得

market share 市场份额

misconception n.误解

top-notch adj.出众的

拓展例句

Our market research shows that the demand for our products in six foreign countries is high.We can gain a large pay-off through economies of scale.

我们的市场调查表明，国外有六个国家对我们产品的需求量很大。我们可以通过规模经济获得很大的回报。

词汇点睛　pay-off n.回报

商务背景知识扩展

Market Research

·What Is Market Research?

Market research is the process of determining the viability of a new service or product through research conducted directly with potential customers.Market research allows a company to discover the target market and get opinions and other feedback from consumers about their interest in the product or service.

This type of research can be conducted by the company itself,or by a third-party company that specializes in market research.It can be done through surveys,product testing and focus groups.Test subjects are usually compensated with product samples and/or paid a small stipend for their time.Market research is a critical component in the research and development(R&D) of a new product or service.

·Understanding Market Research

The purpose of market research is to look at the market associated with a particular product or service to ascertain how the audience will receive it.This can include information gathered for the purposes of market segmentation and product differentiation,which can be used to tailor advertising efforts or determine which features are seen as a priority to the consumer.

A business must engage in a variety of tasks to complete the market research process.It needs to gather information based on the market sector being examined.The business needs to analyse and interpret the resulting data to determine whether there are any patterns or relevant data points that it can use in the decision-making process.

市场调查

·什么是市场调查？

市场调查是通过对潜在客户进行直接调查来确定一项新服务或产品的可行性的过程。市场调查使公司能够发现目标市场，并从消费者那里获得关于他们对产品/服务的兴趣的意见和其他反馈。

这种类型的调查可以由公司亲自进行，也可以由专门从事市场调查的第三方公司进行。它可以通过民意调查、产品测试和焦点小组来完成。测试对象通常会得到产品样品的补偿和/或因为耽误他们时间而支付的一小笔津贴。市场调查是新产品/服务的研究和开发（R&D）的关键组成部分。

·理解市场调查

市场调查的目的是观察与特定商品或服务相关的市场，以确定受众将如何接受它。这包括为了实现市场细分和产品差异化而收集的信息，这些信息可以用来调整广告工作或确定哪些是被消费者视为优先考虑的特征。

一家公司必须参与各种任务来完成市场调查的过程。它需要根据所调查的市场领域收集信息。公司需要分析和解释结果数据，以确定是否存在可以在决策过程中使用的模式或相关数据点。