unit3 （课件）-《商务英语（阅读）》同步教学（外研版）

Product Life and Business Strategy Unit 3 Cycle 1 After learning this unit, you will be able to: learn knowledge about PLC and business strategy; master the reading skill of finding information by scanning. 2 Warming up I Tick off the devices that you often use to listen to music. ( ) ( ) ( ) ( ) ( ) ( ) ( ) √ √ 3 Warming up II Work in pairs and discuss: why don’t you use other devices to listen to music? 4 Comprehensive Reading 5 Comprehensive Reading From birth to death, human beings pass through various stages, such as growth, maturity and decline. Like human beings, products also have a life cycle. Product life cycle (PLC) is an important concept in marketing. It describes the stages a product goes through, from when it was first thought of until it is finally removed from the market. Not all products reach this final stage. Some continue to grow, while others rise and fall. The four main stages of a product’s life cycle and the accompanying characteristics are: 单词配音 6 Comprehensive Reading 单词配音 7 Comprehensive Reading 1. Introduction Stage 1) costs very high 2) slow sales volume to start 3) little or no competition 4) demand needing to be created 5) customers having to be prompted to try the product 6) making no money at this stage 单词配音 8 Comprehensive Reading 2. Growth Stage 1) costs reduced due to economies of scale 2) sales volume increasing significantly 3) profitability beginning to rise 4) public awareness increasing 5) competition beginning to increase with several new players establishing in the market 6) increased competition leading to decreased prices 单词配音 9 Comprehensive Reading 3. Maturity Stage 1) costs lowered as a result of increasing production volume, and experience curve effects 2) sales volume peaks and market saturation reached 3) increase in competitors entering the market 4) prices tending to drop due to proliferation of competing products