蓬黄所大子 《商务英语》 授课教案 Chapter 13 INTERNATIONAL MARKET RESEARCH Objectives A.To gain an understanding of the importance of international market research in international business B.To understand better the need for and how to make an international market research C.To explore the differences between“desk research”and“field research” D.To learn relevant expressions and language structure Introduction The most important single cause for failure in international business is insufficient preparation and information.Market research helps businesses identify consumer needs and wants so a company can develop and promote products more successfully.Such research also provides the information upon which important advertising and marketing decisions are based. 大家都知道，商场如战场。在商场上打拼，就像在战场或棋场上一样，一着不慎，满盘皆输。在激烈竞争的环 境下，一些看似微小的失误，其后果往往是致命的。俗话说，凡事预则立，不打无准备之仗：孙子曰：知己知 彼，百战不殆。要想在国际贸易中立于不败之地，我们不仅需要了解一些有启示意义的前贤先哲们的经典教诲， 更要熟谙国际贸易方面的经商之道。进行国际市场调查就是体现上述思想的一个具体步骤。 Main points of the text A.1.International business is a high-risk activity 2.International market research is helpful to international business success 3.International market research becomes less complicated《商务英语》 授课教案 1 Chapter 13 INTERNATIONAL MARKET RESEARCH Objectives A. To gain an understanding of the importance of international market research in international business B. To understand better the need for and how to make an international market research C. To explore the differences between “desk research” and “field research” D. To learn relevant expressions and language structure Introduction The most important single cause for failure in international business is insufficient preparation and information. Market research helps businesses identify consumer needs and wants so a company can develop and promote products more successfully. Such research also provides the information upon which important advertising and marketing decisions are based. 大家都知道，商场如战场。在商场上打拼，就像在战场或棋场上一样，一着不慎，满盘皆输。在激烈竞争的环 境下，一些看似微小的失误，其后果往往是致命的。俗话说，凡事预则立，不打无准备之仗；孙子曰：知己知 彼，百战不殆。要想在国际贸易中立于不败之地，我们不仅需要了解一些有启示意义的前贤先哲们的经典教诲， 更要熟谙国际贸易方面的经商之道。进行国际市场调查就是体现上述思想的一个具体步骤。 Main points of the text A. 1. International business is a high-risk activity 2. International market research is helpful to international business success 3. International market research becomes less complicated