Unit 1（课件）-《跨境电商英语》同步教学（大连理工大学出版社）

Market Research Learning Objectives Master how to do competitor research. Unit 1 Master how to do industry research. Master how to do consumer research. part 1　Lead-in part 2　Reading A part 3　Listening A & Speaking A part 4　Reading B part 5　Listening B & Speaking B part 6　Writing part 7　Case Study An Overview of Market Research A. Read the quotation below and discuss which three basic areas should be investigated when one conducts market research. 　　Failure to do market research before you begin a business is like diving without knowing how to swim. A good market research plan indicates where and who your customers are. It also tells you when they are most likely to purchase your goods. It gives you information about your competitors and shows which industry is expanding and which is declining. PartⅠ Lead-in Competitor Research Indutry Research Consumer Research PartⅠ Lead-in B. According to the three critical areas of market research in Task A, divide the questions a-l into the proper categories. a. What areas of the industry appear to be expanding? b. What are the population and other demographic factors in the target market? c. What are the major strategies and operations adopted by your competitors? d. What are the per capita income and the median income level? e. Who are your local, national or international competitors? f. What technological developments are affecting the industry? PartⅠ Lead-in g. What are the products or services offered by your competitors? h. Is the industry catering to new types of customers? i. What are the strengths and weaknesses of the competition facing your business? j. What’s the purchasing power in the target market? k. What areas of the industry are declining?  l. What’s the unemployment rate? PartⅠ Lead-in Research Areas ResearchQuestions Industry Research Competitor Research Consumer Research a.What areas of the industry appear to be expanding? f.What technological developments are affecting the industry? h.Is the i