岗仟经所蜀号大学 《商务英语》 授课教案 The Product Mix refers to the range of products sold by a firm.For example,a supermarket sells food, but it may also sell clothes,electrical equipment,beauty products,and stationery;an electric appliance manufacturer may sell washing machines,dishwashers,refrigerators,televisions,and videos.A firm may expand its product mix by offering different products for sale;for example,a clothes shop may add underwear to its range.It may extend existing ranges;for example,a car manufacturer may bring out a special edition of an existing car model.It may change existing products;for example,a laundry detergent manufacturer may add more blue flakes to an existing brand and declare it to be new and improved,or a food company may repackage a product..产品组合是指公司销售产品的范围。例如： 一个超市卖食品，但也卖服装、电器、美容产品和文具；电器制造商可能卖洗衣机、洗碗机、 电冰箱、电视机和视频播放器。一个公司可以提供不同的产品来销售来扩大它的产品组合，例 如，服装店可能会增加内衣的范围。它会扩展现有的范围，例如：一位汽车制造商也许会推出 一种现有车型中最特别的一款。它会改变现有产品，例如：洗衣粉制造商会增加多种蓝色的薄 片到现有的品牌，然后宣称有更新和改进，或者，一个食品公司可能会重新包装产品。 13.Its breadth is measured by the number of product lines carried,its depth,by the assortment of sizes,color,and models offered within each product line. 它的广度由系列产品的数量来衡量，它的深度由每一系列产品的规格、颜色和式样的分类来衡 量。 "Product line"refers to a company's group of related products marketed by the same company that differ only in size or style.产品系列是指由同一家公司经营的一组相关产品，它们只是规格和式 样不同。 assortment:A collection of various kinds;a variety.多种多样；；各色俱全 There is an assortment of snacks in the shop. 14.There are several product mix strategies to be applied. 有好几种产品组合战略可以采用。 product mix strategies:产品组合战略 Product expansion产品扩展 Product contraction产品减缩 Product alterationj产品更改 15.This product strategy is to thin out the product mix either by eliminating an entire line or by simplifying the assortment within a line.The shift from fat and long lines to thin and short lines is designed to eliminate low-profit products and to get more profit from fewer products. 这个产品战略就是要缩减产品组合，或者消除整个生产线，或者简化一个产品系列内的种类。 由臃肿的长线产品系列过渡到稀少的短线产品系列，目的是为了放弃低利润的产品并从仅有的 几个产品中获得更多的利润。 在第一句中，“to thin out the product mis by”是动词不定式，用作表语，意为“使产品组合变 得稀少”；在第二句中，from fat and long lines to thin and short lines'的“fat,long;thin,short''都是 形容词，用作定语。 to thin out使稀薄，使减少 In order to save the farmers'crops and people's gardens,experts suggested that they should thin out the deer herd.《商务英语》 授课教案 6 Pro Pro Pro The Product Mix refers to the range of products sold by a firm. For example, a supermarket sells food, but it may also sell clothes, electrical equipment, beauty products, and stationery; an electric appliance manufacturer may sell washing machines, dishwashers, refrigerators, televisions, and videos. A firm may expand its product mix by offering different products for sale; for example, a clothes shop may add underwear to its range. It may extend existing ranges; for example, a car manufacturer may bring out a special edition of an existing car model. It may change existing products; for example, a laundry detergent manufacturer may add more blue flakes to an existing brand and declare it to be new and improved, or a food company may repackage a product. 产品组合是指公司销售产品的范围。例如： 一个超市卖食品，但也卖服装、电器、美容产品和文具；电器制造商可能卖洗衣机、洗碗机、 电冰箱、电视机和视频播放器。一个公司可以提供不同的产品来销售来扩大它的产品组合，例 如，服装店可能会增加内衣的范围。它会扩展现有的范围，例如：一位汽车制造商也许会推出 一种现有车型中最特别的一款。它会改变现有产品，例如：洗衣粉制造商会增加多种蓝色的薄 片到现有的品牌，然后宣称有更新和改进，或者，一个食品公司可能会重新包装产品。 13. Its breadth is measured by the number of product lines carried, its depth, by the assortment of sizes, color, and models offered within each product line. 它的广度由系列产品的数量来衡量，它的深度由每一系列产品的规格、颜色和式样的分类来衡 量。 “Product line” refers to a company’s group of related products marketed by the same company that differ only in size or style. 产品系列是指由同一家公司经营的一组相关产品，它们只是规格和式 样不同。 assortment: A collection of various kinds; a variety.多种多样; ；各色俱全 There is an assortment of snacks in the shop. 14. There are several product mix strategies to be applied. 有好几种产品组合战略可以采用。 product mix strategies:产品组合战略 duct expansion 产品扩展 duct contraction 产品减缩 duct alteration产品更改 15. This product strategy is to thin out the product mix either by eliminating an entire line or by simplifying the assortment within a line. The shift from fat and long lines to thin and short lines is designed to eliminate low-profit products and to get more profit from fewer products. 这个产品战略就是要缩减产品组合，或者消除整个生产线，或者简化一个产品系列内的种类。 由臃肿的长线产品系列过渡到稀少的短线产品系列，目的是为了放弃低利润的产品并从仅有的 几个产品中获得更多的利润。 在第一句中, “to thin out the product mix by…” 是动词不定式， 用作表语，意为“使产品组合变 得稀少”；在第二句中，“from fat and long lines to thin and short lines”的“fat, long; thin, short”都是 形容词，用作定语。 to thin out 使稀薄, 使减少 In order to save the farmers’ crops and people’s gardens, experts suggested that they should thin out the deer herd