口头作文(国际商务英语教材)课后习题.doc

the function of small talk.( P14)
1 the definition of small talk.
gossip,chitchat in terms of the dictionary but doesn’t mean it doesn’t make any sense to business..not a prate or waffle/ exactly a Non-task sounding to set a friendly environments for business talk.
2 the function of small talk
ⅰ）show friendly attitude to the guest.
ⅱ)set a good environment before business
ⅲ) both party need warming up
3 proper and improper topic for the small talk
What are the good manners (formalities)of greeting a foreign guest .(引申题)
How to greet a foreign guest at the airport?
1 dress code and good appearance.
2 the formalities of introduction
3 the proper position-status -matching greeting presentatives arranged.
( position level equality)
4 the return flight tickets reconfirmed.
Sign/brand/label/tradename/trademark/logo Definition or function
Brand/trademark/tradename：
A trademark or distinctive name identifying a product or a manufacturer,a“ business card” to set itself apart from the other company, the face a company presents to the world., pledge made by a company, A brand serves as an unmistakable and recongnizable symbol for products and services
The functions of a brand for consumers
· Brands play a role in terms of communication and identification. They offer guidance, convey an expectation of quality and so offer help and support to those making purchase decisions. The perceived purchasing risk is thus minimized, which in turn helps cultivate a trust-based relationship.
· A brand can also serve as a social business card, expressing membership in a certain group. Premium brands, for instance, can even engender a sense of distinction and prestige.
· Consuming certain brands is also a means of communicating certain values. By opting for particular brands, a consumer demonstrates that he or she embraces particular values; the brand becomes a tool of identity formation.
The functions of brands from a company’s perspective
· A brand fosters brand and customer loyalty. Particularly strong brands can establish the prevalence of premium prices on the market and soften consumer reactions to price changes. Specifically brand-oriented buyers – who are more concerned with brands than prices – are more resilient when it comes to changes in the competitive scenario. This decreased sensitivity to price changes makes them more valuable as customers.
· The reduction in perceived purchasing risk lays the groundwork for a relationship of trust, giving brands a role to play in lashing customers to a company.
· Brands can counter the swelling ranks of trade because dealers stock their shelves and fill their order lists with products explicitly requested by consumers. Strong brands in particular keep sales levels and market share constant and considerably lessen dependence on short-term special promotions.
· A brand unlocks great potential in terms of licensing opportunities as well, helping companies achieve plans for international expansion.
· Finally, brands also offer companies potential for honing a clear profile and overshadowing the competition. Strong brands in particular can reduce the risk that new product launches will flop and can be used as platforms for successful brand stretching (also in terms of launches in completely new product segments and sectors) .
Sign/label:
An item that functions as a means of identification, especially a small piece of paper or cloth attached to an article to designate its origin, owner, contents, use, or destination.
Logo
A name, symbol, or trademark designed for easy and definite recognition, especially one borne on a single printing plate or piece of type.
The tips on good company introduction
How to give a good presentation of a company introduction
1 the format/method of presentation
2 a full preparation
3 the body of the presentation

How to give a good presentation of a company introduction at fair?
1 making self introduction—you are a sales representative of ABC company (briefly,attractively.the verbal and non verbal language chosen if necessary)
2 line of products of your company in company’s show booth.
3 advantage of your products.
(quality,patents,advanced technique,reasonable price with high performance,good marketing conditions,pattern and design superiority,additional value.QC&QA.e-co .)

What are involved when getting an order at fair? (packing ,payments,delivery time or shipping time, price negotiating ,the possibility of long business relationship’s building .

Literature,brochure,catalogue
Literature:a kind of a periodic magazine ,mostly published within the company with a delicate picture and correspondence,or articles to introduce company’s culture,the developments of company,new released products,excellent staff .it is to deliver the culture and exchange the news happened in a company.
Brochure: a pamphlet or booklet to introduce products ,the contacts way with manufacturer,for advertisement and promotion function.
Catalogue:a list of sheet to brief the details of products with photo products,the series or specification of products,price.name of products for offer. It is simple and plain.

Good manners of telephone calling or receiving.
Before / telephoning/after
Good manners of sending or receiving business card.
Sending: Keep them in a business card case. never Distributing your business card as if you are dealing playing cards., Additionally, present them in such a way that the recipient can read them right side up. Keeping Up Appearances make sure they are never creased, wrinkled, dirty, or scribbled upon.lower ranking position to high ranking person firstly and voluntarily.and intentionally .never deliver your business card at the beginning of business talking .mostly it is exchanged after the talking based on the international culture.
Receiving: comment as you take the card out of the business card case. Then, subtly, put it in your pocket. to use two hands to give and receive cards. when you exchange business cards with someone, you trade not just contact information. You exchange the possibility of a future with each other in it. Do it with style.give your business card in return as you receive it firstly.
How would you respond to /deal with the following situations in using the telephone?
The person wanted on the phone is not available.(full preparation.)
You receive a call of emergency.(show eager to help,to ease the caller’s worries and vexation. grasp the problem quickly,give the suggestion or advice clearly,concisely and without hesitation )
You receive a call of complaint.(listen and answer calmly and sincerely.appease caller.write down details .never make your judgements before a clear and objective research made.)

Describe the reception precess of a customer’s visit.
Arrange accommodation(client titles and numbers.budget control.locations and entertainment facilities available)
meet the customer at the airport(be punctual,good manners when greeting,introduce eachother.return tickets reconfirmed)
show him around the company(the interest site,the products and company introduction,the overview on the company’s culture)
arrange entertainment for the customer(be relaxing,traditional and safety caution)
see the customer off(souvenir available)

how to give a business negotiation?
Or tactics or steps you can take to negotiate a fair price with sellers.
Or sound negotiating tactics for a buyer to negotiate a fair price with sellers.
1 seller’s real ambition(different purpose or intention/the difference between highest price and the greatest net gains)
2 a reasonable offer or counteroffer(avoid a low,ridiculous first offer/put yourself in the seller’s position/reason out the price down)
3 earnest money does talk.
4 win-win situation