-
Level5 -U2 -1/11 Vocabulary Calculating
market share
A
1.
Market
share
is
the
percentage
of
the
market's
total
sales
earned
by
a
company or product.
2.
Calculating market share allows a company to
determine its position in the
market.
3. Here are some basic steps to
calculate market share.
4. Determine a
period.
5.
To
calculate
a
company's
market
share,
you
must
choose
a
period
to
examine, such as a
quarter or a year.
6. For example, a
company can compare the first and second quarter
to see
how quickly it is growing in the
market.
7. Find out the company's total
sales.
8. Next, calculate the company's
total sales revenue within that period.
9.
Multiply(v.
乘
;
使相乘
;
大量增
加
;
繁殖
;
增
殖
;
多样地
;
多重地
;
多方面地
)
the
total
number
of units sold by the average sales price per unit.
10.
If
a
company
only
sells
one
product,
its
sales
revenue
is
the
total
sales
revenue of the company.
11.
If a company sells multiple products, add up the
sales revenue for each
product.
B
1. Find out
the total market sales.
2. Next,
calculate the total sales for market that the
company operates in.
3.
Sales
information
from
publicly
traded
companies
is
easy
to
obtain
since
they
are legally required to share it.
4. It
can be found through company websites, shareholder
reports and trade
associations.
5. Divide the company's revenue by the
industry's total.
6. Finally, to divide
the company's total sales by total market sales.
7. The result is the company's market
share.
8. Comparing a company's market
share with the growth of the market shows
whether it has increased or decreased.
9. If a company's revenue has grown
more slowly than the market, its market
share has declined.
练
1. Its market
performance.
2. To calculate total
sales revenue, multiply the total number of units
sold and
the average sales price per
unit.
3
.
By
analyzing
a
company’s
market
shar,
you
can
see
how
well
it
is
performing
and compare it to other companies.
4
. Before calculating a
company’s market share, you must determine a
specific
period to examine.
5. The company compared its first and
second quarter to see how quickly it
was growing in the market.
6. The company has
steadily(
稳定地；稳固地；逐步地
) lost
market share over a
period of three
years.
7. After comparing both
quarters, they have determined that their
company’s
market share hasn’t
been
growing quickly.
8.
If
a
company
sells
multiple
products,
add
up
the
sales
revenue
for
each
product.
9.
After
calculating
a
company's
total
sales,
you
should
determine
the
total
sales for the market.
10. To
calculate a company’s
market share, divide its t
otal revenue
by the total
market revenue.
11.
If
a
company's
revenue
grows
faster
than
the
market,
its
market
share
increases.
12. Sales
information from publicly traded companies is easy
to obtain, since
they are legally
required to share it.
13. When will the
company's market share decline?
14.
If
a
company's
revenue
grows
slower
than
the
market,
its
market
share
declines.
15.
What can companies analyses to assess the market
performance?
16.
To
determine
a
company's
market
share
divide
its
total
sales
by
its
industries, total market
sales.
17.
By
analyzing
a
company's
market
share,
you
can
assess
its
market
performance.
18.
Companies
can
assess
how
well
they
are
performing
in
a
market
by
analyzing their market share.
19. They are required to share it.
2
0. To calculate a company’s
market share, divide its total revenue by the
total
market revenue.
Level5 -U2 -1/11 Vocabulary The 4Ps of
marketing
A
1.
The
marketing
mix(
销售组合
)
is
a
model
that
helps
a
company
make
marketing decisions.
2. It
can be used to
influence consumers to
purchase a company’s products.
3. It
consists(
包含
) of four
factors: Product, Price, Promotion, and Place.
4. Product.
5. Products are
goods or services that satisfy consumer needs or
desires.
6. A company should regularly
update its products to meet changing customer
demands.
7.
Understanding
the product
life
cycle
can
help
companies
prepare
for and
adapt to these
changes.
8. Price.
9.
Price
impacts
撞击；碰
撞；冲击；影响；效果
supply,
demand,
marketing
strategies and profit margins
利润率
(
利润，盈余，边缘
).
10. Consumer demand is one factor to
consider before companies decide the
price of a product.
11.
For
example,
customers
shop
more
around
certain
holidays,
like
Christmas.
12. So by reducing their prices during
the Christmas season, companies can
boost short-term sales.
B
1. Promotion.
2.
Promotion allows a
company
to
build
brand
awareness
and
interest
in
its
products.
3.
A
business
can
promote
itself
through
advertising,
marketing,
and
public
relations.
4.
When
promoting
a
product,
a
company
should
give
consumer
a
clear
reason for why they
should buy it.
5. Place.
6.
Place relates to the
channels(
渠道
) that a company
uses to sell its products.
7. These
channels may include stores, websites, and mobile
apps.
8.
In
a
placement
摆放；放置；安置
strategy,
a
company
identifies
the
best
channels
to distribute its products.
练：
1. In some
cases, business
executives(
执行
) may manipulat
e
操作；
使用；
操纵；
控制
a price to make a
product seem more like a
luxury(
奢侈品
).
2.
Companies need to continually improve their
products to satisfy consumer
preferences(
偏好
).
3. If companies can successfully
promote their products, they will have a better
chance of standing out in the market.
4.
Companies
should
adapt
their
products
to
keep
up
with
the
constant
changes in the market.
5. In
order to satisfy the needs of consumers, companies
strive
努力；奋斗；力求
to
continually improve their products.
Level5-U2-1/11 Vocabulary market share
terms
A
1. Total
addressable
可寻（编）址的
market or TAM is the total market
demand
for a product in a year.
2. It is used to indicate how much
potential a business has in the market.
3. Before calculating TAM, a company
should consider its ability to reach its
target market.
4. Target
market.
5. A target market refers to a
group of consumers that a product or service is
aimed at.
6. These customers
can be identified by income level, age, gender or
location.
7. By defining a target
market companies can make their marketing
campaigns
more focused.
8.
Unit sales.
9. Unit sales refers to the
number of products a company sells over a period
of
time.
10. For example, if
a company sold 5 million mobile phones in a year,
then it
sold 5 million units.
11. Unit sales analysis can be used to
calculate a company's average product
price.
B
1. Key
players.
2. Companies with a large
market share are known as key players.
3. They have a dominant
最重要的；
最强大的；
最有影响的；
position in the market.
4.
Without competitive products and services, new
companies may struggle to
compete with
key players.
5. However, by analyzing
key players
’
strengths and
weaknesses, companies
can find their
own niche
缝隙市场
in
the market.
6. Market growth rate.
7. Market growth rate refers to the
percentage increase in sales in the market
over a period of time.
8.
Keeping track of the market growth rate allows a
company to compare its
performance with
competitors.
9. For example, if a
company's sales have grown less than market sales,
it has
lost market share.
练：
1. What does
calculate the total addressable market suggest
about business?
2.
By
defining
a
target
market,
a
company
can
personalize
its
marketing
campaigns.
3. If a computer
company sold 5 million computers in a year, it
sold 5 million
units.
4.
By
defining
a
target
market,
companies
can
make
their
marketing
campaigns more
appealing(
吸引人
) and
effective.
5. Comparing unit sales
regularly can help determine if the company is
moving
in a positive direction.
6. Calculating the
TAM,
suggests how much potential a business has in the
marketplace.
7.
Total
addressable
market
is
used
to
indicate
how
much
potential
the
business has in the
market.
8. Without competitive products
and services, new companies can't compete
with key players.
9. If a
company's sales have grown less than market sales,
it has lost market
share.
10.
New
companies
cannot
compete
directly
with
key
players
unless
their
products are
innovative.
11.
In
order
to
compete
with
key
players,
companies
need
to
find
their
own
niche in the market.
12. If
new companies can compete successfully, they are
likely to become key
players within the
market.
13. The number of products a
company sells over a period of time.
14. Who has a dominant position in the
market.
15. They have a dominant
position in the market.
16. Market
growth rate refers to the percentage increase in
sales in the market
over a specific
period of time.
Level5-U2-1/11 Market Positions.
A
1.
Market
dominance
市场主导
;
< br>市场支配
;
市场统治
is
how
strong
a
company's
brand, services or products are
compared to its competitors.
2.
Typically there are four types of market dominance
categories
种类
.
3.
Leader.
4. A market leader has the
largest market share in its industry.
5. It holds a dominant position.
6.
Market
leaders
are
often
the
first
to
develop
new
products
and
business
methods.
7.
In
order
to
maintain
their
position,
most
market
leaders
invest
heavily
in
research and development.
8.
Challenger.
9. A market challenger has
a strong position in the market, but not a
dominant
market share.
10.
It may adopt aggressive strategies to increase its
market share.
11. Challengers can also
increase their market share by focusing on areas
that
a market leader has
overlooked(
忽视
).
B
1. Follower.
2. A market
follower does not have a strong position in the
market.
3.
It
doesn't
take
risks
and
usually
copies
other
companies’
products
or
strategies.
4. They do not
focus on increasing their market share.
5. But by adopting the best practices
of other companies, they can maintain a
stable position in the market.
6. Nicher
市场补缺者
.
6. A nicher is a company that
concentrates on a specialized market.
7. Nichers typically provide products
or services that are not offered by other
companies.
8. By
establishing a niche(
缝隙市场
),
a company can avoid competition while
making a profit.
练：
1. If a
company has the largest share in its market, it is
a market leader.
2.
One
of
the
best
strategies
for
challengers
to
gain
market
share
is
to
introduce
differentiated products.
3.
Challengers
need
to
adopt
aggressive
strategies
to
increase
their
market
share.
4.
If they hadn't invested so heavily in research and
development, they would
have lost their
position as a market leader.
5. A
challenger may adopt aggressive strategies to
increase its market share.
What can a
market leader do to maintain its dominance?
6. Market leaders often invest in
research and development to maintain their
market position.
7. What
major Challenge do to increase its market share?
8. Market dominance is how strong a
company's brand services or products
are compared to its competitors.
9. How do you market followers maintain
a stable position in the market?
10.
They adopt the best practices of other companies.
11. Although it didn't have a strong
position in the market, the company was
still able to exist as a follower.
12. New companies can find a niche
market by identifying demands that are
not being met by other companies.
13.
Since
followers
don't
have
differentiated
products
or
strategies,
they
normally have substantially less market
share.
14. Rather than competing with
market leaders, how do teachers try to make a
profit?
15. Nichers aim at
being a big fish in a small pond instead of being
a small fish
in a big pond.
16. Which company has a dominant
position within the market?
17. A
market leader has the largest market share.
18. Is a company that concentrates on a
specialized market.
1
9.
Since
followers
aren’t
innovative,
they
normally
have
substantially
less
market share.
20. It could introduce new products or
services.
2
1. Although it
didn’t have a strong position in the market, the
company was
still able to exist as a
follower.
Level5-U2-1/11 Dialogue
Analyzing Market
Share.
A
1. Hey, George, are you busy?
2. Not at all Lucas. What's on your
mind?
3. I want to ask you some
questions about the research report I just read.
4. It's about the
luxury(
奢侈品
) market in India.
5. Sure, what would you like to know?
6. The report says the luxury market is
growing rapidly.
7. With more money
being spent than ever before.
B
1. For example, from 2015 to 2016, the
industry sold a growth rate of about
35%.
2. Well,
India
’
s upper middle class
has been growing.
3. Which means more
people have money to spend on luxury items.
4. Yeah, and some companies have seen
higher sales than ever before.
C
1. For example, the Company Trendi had
a steady(
稳定的
) sales growth
rate
of about 9% from 2015 to 2016.
yet Trendi market share decreased from
7% to about 5% over the same
period.
3. Why is that?
4. Well, you
can
’t
only consider the
revenue generated by Trendi
5. You need
to compare it with sales for the luxury industry
as a whole.
D
1. Do you mean
dividing Chinese total sales revenue by total
industry sales?
2. Yes, also look here.
3. In 2015, Trendi grew by 8% and the
industry grew by 32%.
4. In 2016, the
luxury industry grew by more than 30%.
5. While Trendi sales only increased by
9%.
6. In other words, Trendi wasn't
keeping pace with the industry.
E
1.
So
on
Trendi
it
was
gaining
sales,
it
was
actually
losing
ground
in
the
market?
2.
Exactly.
3.
I
think
Trendi
has
to
change
its
business
strategy
to
appeal
to
new
customers.
must it do that?
5.
By
diversifying
使多样化；使变化
its
product
line
or
appealing
to
new
demographics
人
口结构的；人口统计的
, it might be able to
reclaim
重新得到；收回
some of its market share.
F
1. But, we'll have to wait and see.
2. I'm not
Trendi’s
CEO after all.
3. The market is really getting
competitive.
4. I'm excited to see what
Trendi will do next.
5. Me too.
练：
1. The report
is about the luxury market in India.
2.
Some companies have seen higher sales than ever
before.
3. The report says the luxury
market is growing rapidly with more money being
spent than ever before.
4.
What was the growth rate for the industry between
2015 and 2016 around
35% higher sales
than before growing rapidly.
5. The
industry saw a growth rate of about 35% between
2015 and 2016.
6. What happened to 20
between 2015 and 2016?
7. Sales
increased, but its market share decreased.
8. Even though it has steady sales
growth, its market share decreased in the
same period.
9. What does he
need to compare Trendi? Revenue with?
10.
Why
some
companies
have
been
growing
revenue
but
losing
market
share?
11.
The
company
Trendi
had
a
steady
sales
growth
rate
of
about
9%
from
2015 to 2016.
12. How is the company's market share
calculated?
13. A company's market
share is calculated by dividing its total sales
revenue
by total industry sales.
14. Why do Trendi total market share
decrease?
1
5. The industry
grew faster than Trendi’s total market
sales.
16.
In
2016,
the
industry
grew by
more
than
30%,
while
Trendi’s
sales
only
increased by 9%.
17. In
2016, the luxury industry grew by more than 30%.
18.
Its
market
share
decreased
because
it
couldn't
keep
pace
with
the
industry.
19. If Trendi
appealed to new demographics, it might improve its
market share.
20. How does he feel
about Chinese future?
21. Excited to
see what they will do next.
22. How
will Trendi change strategy.
23. They
will have to wait and see what happens.
24. He is excited to see what they will
do next.
25. In 2016, the company sales
only grew by 9%.
26.
He
thinks
Trendi
has
to
change
its
business
strategy
to
appeal
to
new
customers.
27.
If
it
diversified
its
product
line,
the
company
could
appeal
to
new
customers.
28. More money is
being spent in the market than ever before.
29.
Trendi
market
share
decreased
from
7%
to
about
5%
over
the
same
period.
Level5-U2-1/11
Games Speaking
1. Before a negotiation,
negotiators must plan their positions.
2. In words, training wasn't keeping
pace with the industry
3.
If
a
company's
revenue
grows
slower
than
the
market,
its
market
share
declines.
4. Companies need
to continually improve their products to satisfy
consumer
preferences.
5.
A
business
can
promote
itself
through
advertising,
marketing
and
public
relations.
6. Unit sales analysis can be used to
calculate a company's average product
price.
7. A challenger may
adopt aggressive strategies to increase its market
share.
8. Measures aimed at being a big
fish in a small town instead of being a small
fish in a big pond.
9. The
report says the luxury market is growing rapidly
with more money being
spent than ever
before.
10. If train appeared too new
demographics, it might improve its market share.
calculate
a
company's
market
share,
you
must
choose
appeared
to
explain such as a quarter
or a year.
12. Sales Information from
publicly traded companies is easy to obtain since
they are legally required to share it.
13.
When
promoting
a
product,
a
company
should
give
consumers
a
clear
reason for why they
should buy it.
14. In order to
maintain
their
position.
Most market
leaders invest heavily
in
research and development.
15. Although it didn't have a strong
position in the market, the company was
still able to exist as a follower.
16. Compromising negotiators look for
the middle ground.
17. In 2016, the
luxury industry grew by more than 30%.
18.
By
analyzing
a
company's
market
share,
you
can
assess
its
market
performance.
Level5-U2-3/11
Vocabulary A SWOT Analysis
A
1.
A SWOT analysis is a way
to evaluate a company’s position in a
market.
2.
It
identifies a company’s
strengths,
weaknesses, opportunities, and threats.
3.
A
business
may
conduct
a
SWOT
analysis
to
assess
its
performance
or
develop strategies.
4.
Strengths.
5. A strengths is an
advantage that a company has over its competitors.
6. It is what a company
excels(
擅长
) at.
7.
Strengths can include effective management, strong
brand equity
（
品牌资产；
商标价值
）
, or positive company
culture.
8. A strength is an
internal(
内部的
) factor, which
means a company has control
over it.
9. Weaknesses.
10.
A
weakness
is an
issue
that
prevents
a
company
from
performing
at
its
best.
11. It is an internal
problem of the company.
12. Weaknesses
include debt, outdated(
过时的
)
technology, or high turnover.
13.
Companies need to address their weaknesses in
order to stay competitive.
B
1. Opportunities.
2.
Opportunities are positive factors in a market.
3. They are external, which means they
exist outside of a company.
4.
Examples
of
opportunities
include
new
technology
or
customer
demographics(
人口统计
).
5.
If
a
company
identifies
an
opportunity
early
on,
it
can
gain
an
advantage
over its competitors.
6.
Threats.
7. A threat is an external
factor that could harm a company.
8.
Examples of threats include economic downturn and
increased competition.
9. Companies
cannot control threats, but they can respond to
them.
10. By anticipating a threat, a
company can minimize its impact.
11. In
a nutshell(
概括的，简单的
), a SWOT
analysis can help you pinpoint
精确
地对准
…
的位置；瞄准；准确地确定
< br>…
的位置
problems
and develop relevant
紧密相
关的；切题
的；适宜的
strategies.
练：
1. To
understand what it could leverage
杠杆作用；贷
股比；杠杆率；举债经营；杠
杆
效
率<
/p>
；
影
响
力
and
improve,
the
company
conducted
and
improve,
the
company conducted and internal analysis
of its strengths and weaknesses.
2
.
A
company’s
strengths
are
what
it
excels
at
and
differentiate
it
from
its
competitors.
3.
Having
strong
brand
equity
is
a
strength
because
it
means
customer
recognition.
4. If a company is looking to attract
new customers, a poor online presence
can be a serious weakness.
5. If a company can leverage
举债经营；
最大限度地利用；
最优化使用
an opportunity
early on,
it can establish a better market position.
6. If a company wants to evaluate
changes in a market, it should evaluate its
opportunities and threats.
7.
E-commerce
is
a
threat
to
traditional
retailers,
who
have
been
forced
to
change
their business model to survive.
8. A
company can improve its market share by
anticipating new opportunities
and
taking advantage of them.
9. In China,
many businesses consider the Spring Festival as an
opportunity to
sell more products.
10. For many restaurants, the rise of
healthy eating presents an opportunity to
attract new customers by offering more
balanced options.
1
1. If
they don’t react quickly to the threat of
e
-commerce, they will go out of
business.
12. More companies
are investing in
cybersecurity(
网络安全
) to
minimize the
threat of cyber-
attacks(
网络攻击
).
13. Opportunities are external factors
that a company can use to grow.
Level5-U2-3/11 Vocabulary Common
Examples.
A
1.
Positive brand image.
2.
Brand
image
is
the
perception
感知能
力；认识能力；感知
people
have
of
a
product or company.
3.
When
a
company
has
a
strong brand
image,
it
means
that
it
has
a
good
reputation.
4. People are
more likely to buy from brands that they trust.
5.
So,
brand
image
can
be
leveraged
to
sell
new
products
or
enter
new
markets.
6. Poor customer
service.
7. Customer service is the
assistance the company gives to customers before,
during and after a purchase.
8.
When
a
company
offers
poor
customer
service,
it
doesn't
serve
its
customers well.
9. If a
customer has a negative customer service
experience with a company,
they may
choose not to buy from it again.
B
1. New consumer trends.
2.
Consumer trends refer to changing consumer habits
and behaviors.
3. By identifying new
consumer trends, companies can create new products
that appeal to customers.
4.
If a company does not keep up with consumer
trends, it could miss business
opportunities.
5.
Competitors.
6. A successful company
differentiate itself from its competitors.
7. It can stand out by offering unique
products or establishing a strong brand
image.
8. If a company can't
differentiate itself, it may have a smaller market
share.
9. And if its competition
increases, it could lose revenue.
练
1. Why should
trust company leverage its brand image when
selling a new kind
of product.
2. It should leverage it because people
are more likely to buy from brands that
they trust.
3. People are
more likely to trust the new product.
4. Why is bad customer service a
weakness for a company?
5. If customers
feel they've been treated poorly by a company,
they may not
buy from it again.
6. They launched a marketing campaign
to improve their brand image.
7.
The
tech
company
has
created
a
great
brand
image
by
associating
its
products with fun and
creativity.
8. The company's brand
image was badly damaged after a
scandal(
丑闻
).
9.
If a company gets involved in a bad customer
service scandal, it can be hard
for
them to rebuild their reputation.
10.
After a customer service crisis, the company
changed its policy to prevent
loss of
customers.
11. How can a company
differentiate itself from its competitors?
12.
It
can
stand
out
by
offering
unique
products
or
selling
a
strong
brand
image.
13.
What refers to the changing habits and behaviors
of consumers.
14.
Competition
occurs
when
multiple(
多个的
)
companies
fight
for
market
share.
15. A fast food chain recently started
offering low calorie meals in response to
a trend toward healthy food.
16.
The
growing
trend
toward
vegan
素食主义者
food
encourages
many
big
name
brands to offer vegan options to their customers.
17.
The
electronics
market
is
extremely
competitive
because
there
is
a
growing demand
强制性要求；
< br>要求；
紧迫的要求；
需求
for new high-quality products.
18.
Customer
services
assistance
a
company
gives
to
customers
before
during and after
purchase.
1
9. It doesn’t
serve its
customers well.
Level5-U2-3/11 Vocabulary internal
resources.
A
1. A SWOT
analysis consists of internal analysis and
external analysis.
2.
In
order
to
handle
opportunities
and
threats,
a
company
needs
to
understand its internal resources.
3. Financial resources.
4. Financial resources refer to the
money that is available for business to use.
5. Financial resources include cash,
stocks and bonds(
债券
).
6. If a company doesn't have enough
financial resources, it may be unable to
invest in new business projects.
7. Tangible
assets(
有形资产
).
8.
A tangible asset is an asset that has a physical
form.
9. Equipment or
property
设备或财产
are
examples of tangible assets.
10. If a
company needs money urgently, it may sell its
tangible assets to raise
cash.
B
1. Intangible assets.
2. An intangible asset is an asset that
is not physical.
3. Intellectual
智力的；才智的；高智商的；脑力的；高智力的；要动脑的
property and
brand equity
are examples of intangible assets.
4.
Some intangible assets, like brand recognition,
cannot be sold, but increase
the value
of a company.
5. Human
capital(
人力资本
).
6.
Human capital refers to people employed by a
company.
7. It is sometimes called
human resources.
8. Human capital
includes employees and the intangible value they
add to our
company.
练
1.
What
is
an
example
of
a
tangible
asset?
A
logo
real
estate
intellectual
property.
2.
A
tangible
asset
is
something
physical
that
a
company
owns
such
as
property.
3. The company
liquidated
清偿
most
of its assets to generate cash.
4.
A
company
needs
to
have
enough
financial
resources
to
respond
to
changes in the market.
5. A
lack of financial resources is a major threat to a
company and can hinder
阻碍；打扰
its activities.
6.
A
company
needs
to
have
enough
financial
resources
to
respond
to
changes in the market.
7.
The
company
was
forced
to
sell
most
of
its
tangible
assets
to
pay
off
its
debt.
8. The
company was on the verge(
边缘
)
of bankruptcy, so they sold most of
their tangible assets in order to stay
afloat
摆脱债务
.
9.
In
order
to
handle
opportunities
and
sweets,
our
company
needs
to
understand its internal resources.
10. Which of the following intangible
assets cannot be sold?
11. What kind of
asset can't be seen or touched?
12. An
intangible asset is a non-physical asset.
13. What includes the company's
equipment or store locations?
14. An
employee is part of the human capital of a
company.
15. Businesses can invest in
human capital by offering training and education
opportunities to their employees.
16. Human capital includes employees
and the intangible value they add to a
company.
17. Intangible
assets like copyrights, can be purchased.
18. Some intangible assets, like
copyrights(
版权
), can be
purchased.
19.
Some
intangible
assets,
like
brand
recognition,
cannot
be
sold,
but
increase the value of a company.
20. When a business has significant
financial resources, it can invest in new
projects.
Level5-U2-3/11 Vocabulary Related
Action.
A
1. To leverage
最优化利用
;
贷股比
;
杠杆率
;
举债经营
;
杠杆效率
;
影响力
.
2. To leverage something means
to use it to its full potential.
3. The
company leveraged its distribution network to
deliver goods faster than
its
competitors.
4. To capitalize
on(
充分利用
).
5. To
capitalize on something means to take advantage of
it.
6. If you don't capitalize on an
opportunity, you may not get another chance.
B
1. To overcome.
2. To overcome something means to
handle it successfully.
3. A company
needs to overcome its weaknesses to keep
competitive.
4. To reduce.
5. To reduce something needs to make it
smaller or less significant.
6. They
decided to reduce the R and D budget and focus on
sales.
7. A company can reduce threats
by preparing for them.
练
1. If you are leveraging something, you
are using it to its full potential.
2.
What
should
a
company
capitalized
on?
If
it
wants
to
expand
into
new
markets,
3. By leveraging its
strengths, a company can implement unique
strategies that
can give it an
advantage.
4. you should leverage the
results of your SWOT analysis to help improve your
company.
5.
The
company
capitalized
on
its
brand
recognition
to
expand
into
a
new
market.
6. If
you don't capitalize on this trend, your
competitors will.
7. She capitalized on
her experience to negotiate a higher salary.
8.
It
can
capitalize
on
its
reputation
with
customers
to
expand
into
a
new
market.
9.
Its competitors, its brand recognition, its market
share.
10. If you have handled the
problem successfully, you have overcome it.
11. If you are making the amount of
something less than it was before, you are
reducing it.
12. They hired
a consultant to overcome their lack of expertise.
13.
the
company's
products
were
outdated,
but
it
overcame
this
issue
by
investing more in R&D.
14.
The
company
overcame
the
scandal
and
re-
established
its
market
position.
15. The company
needed to reduce its workforce in order to cut
costs.
16. Companies must stay aware of
market trends to capitalize on opportunities
and reduce threats.
17. It
reduced the threat of increased competition by
focusing on smaller niche
markets.
18. To reduce something means to make
it less in amount or degree.
19. To use
something to its full potential.
20. If
a company wants to improve its performance, it
needs to overcome his
weakness.
level5-U2-3/11 Dialogue
SWOT the problem.
A
1. As we
all know; our company Big Burger has been
underperforming in the
market this
year.
2. Sales have been down,
especially among 25 to 34-year-old.
3.
So I'd like us to do a SWOT analysis to find out
where we are in the market
and how we
can improve.
B
1. Sure, our
main strength is that we are the oldest fast food
company in the
industry with a strong
brand name.
2. We are also operating
over 14000 stores across the country, which is
more
than many of our competitors.
3. Yeah, but even so, people don't seem
to be interested in what we're selling.
C
1. It's true, our menu is
a weakness.
2. Young customers usually
want to try something new and interesting.
3. But our menu has offered the same
food for the past four years.
4. It's
become too boring.
5. Yeah, and market
research has shown that people's tastes are
changing.
Especially among 25 to
34-year old.
D
1. Generally
they're more interested in healthy food than
previous generations.
2. This trend
towards healthy eating is a big threat to our fast
food business.
3. You're right.
4.
And
another
threat
comes
from
our
competitors
who
have
been
offering
menus that are
healthier and more
diversified
多样化的
.
5. They're taking away many of our
customers.
E
1.
Um,
so
I
think
the
increasing
demand
for
healthier
food
and
more
menu
options can be an
opportunity for us.
2. We have the
locations and brand name to offer an improved
menu.
3. But it is a new menu enough to
make a difference.
4. Even if we were
to change it, how can we convince people to return
to our
restaurants?
5. Once
a customer has formed an image about a brand, it
can be very hard to
change their
opinion.
F
1. Remember that
the breakfast food market is growing.
2. That's another opportunity we have.
3. And people love our coffee.
4.
Even
though
sales
are
down,
customers
have
been
regularly
buying
big
burger
coffee.
5. So we can use our coffee to
get customers to try the new breakfast menu.
6. As long as they like the food then
come back for more.
G
1.
Exactly.
2. Let's do some research on
what we've discussed today.
3.
Then
next
week
we'll
have
a
follow
up
meeting
to
revise
some
of
these
ideas.
4. Sounds good.
5. I'll get
this written up for us to look at later.
6. Thanks, Mary. I appreciate it.
练
1. How has big
burger done in the market this year?
2.
They have been underperforming in the market this
year.
3. Why does he want to conduct a
SWOT analysis?
4.
He
wants
to
conduct
a
SWOT
analysis
to
improve
their
marketing
performance.
5. Our company Big Burger has been
underperforming in the market this year.
6. In a SWOT analysis, a strong brand
name is an example of a strength.
7.
Their
main
strength
is
that
they
are
the
oldest
company
in
the
fast
food
industry.
8. What is big
bird's main strength?
9. Even though
they have a strong brand name, customers aren't
interested in
their food.
10. Why is the menu a weakness?
11. Their menu hasn't changed in four
years.
12. Their menu has offered the
same food for four years.
13.
And
market
research
has
shown
that
people's
tastes
are
changing,
especially among 25 to 34 years old.
14. Young people are more interested in
healthy food.
15. The trend towards
healthy eating is a threat to their business.
16. How have Big Burgers competitors
been taking away their customers?
17.
They have been taking away their customers by
offering healthier menu.
18.
How
are
young
customers
tastes
different
from
that
of
previous
generations.
19Young
customers
are
more
interested
in
healthy
food
than
previous
generations.
20. And
another threat
comes
from
our competitors who
have
been
offering
menus that are healthier and more
diversified.
21. In a SWOT analysis, a
changing market trend is an example of a threat.
22. How did she feel about offering
customers and improved menu?
23. She
isn't sure if it is enough to make a difference in
sales.
2
4.
Customers
have
already
associated
their
brand’s
image
with
unhealthy
food.
25. Even if they were to change their
menu, it may not be enough to appeal to
young customers.
26. Once a
customer has formed a imagine about a brand, it
can be very hard
to change their
opinion.
27.
Increased
demand
for
healthy
food
could
give
them
the
opportunity
to
change their old menu.
28. What can they use their coffee to
get customers to do?
29.
They
can
use
their
coffee
to
get
customers
to
try
out
a
new
breakfast
menu.
30. As long as
customers like their new breakfast items, they
will come back
for more.
31.
Even though sales are down, customers have been
regularly buying
Big
Burger
coffee.
32.
By
using
their
coffee
to
introduce
a
new
breakfast
menu
to
customers.
They are turning
a strength into an opportunity.
33.
What is one of the most popular items on the big
burger menu?
34. Even though sales have
been down, customers regularly buy big burger
coffee.
35. When customers
buy coffee, they can try out the new menu items.
36. They will have a follow-up meeting
next week.
37. it has been
underperforming
38. To improve their
marketing performance.
39. In a SWOT
analysis, a strong brand name is an example of a
strength.
level5-U2-3/11 non speaking
1. The number of products a company
sells over a period of time.
2. A
unique advantage the company has over its
competitors.
3. What refers to the
changing habits and behaviors of consumers.
4. If something gives the company an
advantage over other companies,
5. What
do companies need to do to continue to satisfy
consumers?
6. If something gives the
company an advantage over other companies, it is.
7. How can a startup company overcome
its lack of management experience?
8.
As we all know; our company big burger has been
underperforming in the
market
9. What are examples of
threats in a swot analysis?
level5-U2-3/11 Speaking.
1.
Companies with a large market share are known as
key players.
2. They have been
underperforming in the market this year.
3. In a SWOT analysis, a changing
market trend is an example of a threat.
4. Companies need to address their
weaknesses in order to stay competitive.
5. They launched a marketing campaign
to improve their brand image.
6. A
tangible asset has a physical form.
7.
They hired a consultant to overcome their lack of
expertise.
8. Without competitive
products and services, new companies may struggle
to
compete with key players.
9. So I'd like us to do a swot analyses
to find out where we are in the market
and 10. how we can improve.
11. Market research has shown that
people's tastes in fast food are changing.
12. Once a customer has formed an image
about a band, it can be very hard to
change their opinion.
13.
If
a
company
wants
to
s
f
factors
that
it
can
directly
control
it
should
evaluate its strengths and weaknesses.
14.
If
a
company
does
not
keep
up
with
consumer
trends,
it
could
miss
business opportunities.
15.
In
order
to
handle
opportunities
and
threats
a
company
needs
to
understand its internal resources.
16. If a company wants to improve its
performance, it needs to overcome its
weakness is.
Level5-U2 -5/11 Vocabulary Market
Research
Basics.
A
1. Market research is the gathering and
analyzing of market data.
2. It
provides insights into industry shifts and
consumer preferences.
3. Here is how
market research is commonly conducted.
4. Identify research objectives.
5.
Before
conducting
market
research,
researchers
should
first
identify
their
objectives.
6. These state
what the research aims to discover or accomplish.
7. Having objectives guide the
collection analysis and interpretation
解
释
;
说明
;
阐
明
;
阐释
;<
/p>
解释方式
;
演绎
;
呈现
of data.
8. Develop a research plan.
9.
Once
research
objectives
have
been
established,
a
research
plan
will
be
developed.
10. It includes
what kind of data to examine as well as methods
for collecting
data.
B
1. Collect data.
2. Data
collection is the systematic gathering and
measuring of data.
3. After a plan has
been developed, researchers will begin to collect
data.
4.
Depending
on
the
research
objective,
they
may
use
questionnaires,
interviews,
focus groups and direct observation.
5.
Analyze and
interpret
解释；说明；阐明；阐释
the data.
6. Once
researchers have gathered data, they will analyze
and interpret it.
7. Through analysis,
researchers can discover trends and relationships
within
the data.
8. After
data has been analyzed, researchers will draw
conclusions based on
it.
9.
Create a research report and take action.
10. After a research report has been
finished, it will be presented.
11.
Researchers will summarize their methods, present
their conclusions, and
recommend the
next course of action.
练
1. They need to decide their research
objectives.
2.
Establishing
research
objectives
helps
researchers
determine
how
to
conduct their research.
3.
When will researchers develop a research plan.
4. A research objective determines what
methods will be used to gather data.
5.
Finding out whether a target audience is
interested in buying your product is
an
example of a research objective.
6. A
research plan should take into account the
research budget and ensure
that costs
are kept within it.
7. A research plan
should include your research objectives, methods
for data
collection, and
procedures(
程序
).
8.
Researchers
collect
data
to
find
answers
to
support
their
research
objectives.
9.
What
researchers do
after
they
have
finished
a
research
report,
they
will
analyze
data. They will present their findings. They will
develop a budget.
10. Researchers may
refer to
qualitative
质的；性质的；质量的
and
quantitative
量的；用数量表示的
sources when collecting data.
11. Data analysis looks for
relationships or trends that help you develop the
right strategies.
12.
A
research
report
should
summarize
the
research
process,
present
the
data collected and
recommend the next course of action.
13. You can schedule a meeting with
company leaders and members of the
marketing team to discuss what to do
next.
14. After a research report has
been finished, it will be presented.
15. What state the aims of a research
plan.
16. A research objective states
what the research aims to accomplish.
17. Create a research report that
presents your findings.
18. The last
step is to create a research report that present
your findings in a
clear and accurate
manner.
19. Through analysis,
researchers can discover trends and relationships
within
the data.
20. Data
collection is systematic approach to gathering and
measuring data.
21. Through data
analysis, researchers can discover relationships
and trends
that aid in business
decision making.
level5-U2-5/11 vocabulary research
methods.
A
1.
There
are
two
major
types
of
market
research:
primary
research
and
secondary research.
2. Several different methods can be
used to conduct this research.
3.
Primary research.
4. Primary search is
conducted to gather firsthand information.
5. Firsthand information can be
gathered from interviews, questionnaires and
focus groups.
6.
Primary
research
allows
researchers
to
address
specific
questions,
but
it
can be
costly and time
consuming(
强烈
).
ary research.
8. Secondary
research is based on information from existing
sources.
9. It usually saves time and
money, but its data may not specifically address
the question of concern.
10.
Secondary
research
is
often
used
before
large
scale(
规模
)
primary
research to guide
the focus.
B
1. Interviews.
2. Conducting interviews is a
qualitative research technique.
3. It
is used to collect data directly from respondents.
4.
Interviews
are
useful
for
finding
out
personal
feelings,
expectations
and
perceptions
看法；观念；知觉；洞察力
.
5. Questionnaires.
6. A
questionnaire is a set of questions used to assess
customer's opinions.
7. It's used for
collecting data from a large group.
8.
Usually the multiple-choice questions in the
questionnaire can be quantified
and
analyzed easily.
9.
Open-
ended
questions
aren't
normally
quantifiable,
but
they
can
give
companies detailed
insights into consumer preference.
10.
Focus groups.
11. A focus group is a
small group of people interviewed by researchers.
12. Like one on one interviews. Focus
groups allow researchers to get detailed
feedback from potential and existing
customers.
13. Unlike an interview,
participants can interact with and influence each
other
during the discussion.
练
1. Why the
researchers sometimes choose not to conduct
primary research.
2. Primary research
can be expensive and time consuming.
3.
Primary research is useful for gathering specific
information, but it can be
costly and
time consuming.
4.
Secondary
research
can
be
cost
effective
for
a
company,
but
it
may
not
address
specific company issues.
5.
Primary research is useful for gathering specific
Information, but it can be
costly and
time consuming.
6. Compared to primary
research, secondary research takes less time as
the
collection of data is already done.
7. Which of the following is used to
collect data directly from responding to a
government paper, an interview
quantitative research.
8. Sorry,
interviews are used to collect data directly from
responding.
9. What do you focus groups
help researchers obtain
10. They used a
questionnaire to get an overview of how customers
felt about
their new product.
11. In a focus group, participants can
interact with and influence each other
during the discussion.
12.
Interviews can be a free-flowing conversation or a
formal set of questions.
13.
Focus
groups
allow
researchers
to
get
detailed
feedback
from
potential
and existing
customers.
14. What kind of research is
based on existing sources?
1
5. It’s used for
collecting data from a large group.
16. A research technique used for
collecting data directly from respond.
17.
Conducting
interviews
is
a
qualitative
researcher.
I
collect
data
directly
from respondents.
18.
Telephone
interviews
are
suitable
when
you
have
a
tight
deadline
or
limited research budget.
19.
Like one on one interviews. Focus groups allow
researchers to get detailed
feedback
from customers.
20. Conducting
interviews is a qualitative research technique.
21. In order to make their prediction
more accurate, they decided to conduct
primary research instead of relying on
existing data.
22.
If
researchers
want
to
obtain
detailed
information
about
how
customers
feel about a
product, they can conduct a focus group.
level5-U2-5/11
Related actions.
-
-
-
-
-
-
-
-
-
上一篇：医学决定水平
下一篇：2021年语文一年级下学期教材词句分类积累(完美版打印版)