Unit7Preparation,MarketResearch,andMakingaSalesPlan交易前准备、市场调研和制定销售计划Exporters,importersandforwarders(运输商)havealottodoinordertocompeteeffectivelyinforeignmarkets.Thisarticleshowshowacompanychecksitsresources,findsoutwhatdemandtheremaybeforaproductorserviceandkeepsitselfwellinformedthroughmarketresearchandmarketanalysis.Thestrategyandtactics(策略)formakingandoperatingasalesplanalsogoingtobeexplained.为了在国外市场上更有效地竞争，出口商、进口商和运输商要做很多准备。本文展示一个公司如何核算它的资源，怎样发现某一产品或服务的需求情况，以及如何通过市场调研和分析使自己信息灵通。文章还将阐述制定和执行销售计划的策略和技巧。Keyterms:deskresearch案头研究marketintelligence市场情报marketshare市场份额cashflowforecast现金流预测1.Forsuccessfulcompaniestradingisaboutlong-termsurvival(生存)andprofitability(盈利能力).对于成功的公司来说，贸易意味着长期生存和盈利。Tohaveachanceofsuccess,allexporters,importersandforwarders(运输商)needtocarryoutaninternalauditofcompanyresourcesandtakearealistic(现实的)lookattheirbusinessinanyofthefollowingfiveaspects:要想获得成功，进出口商和运输商就需要对公司资源进行内部核算，并从以下五个方面对公司做一个切合实际的评价：①the1actualcompetitiveposition,在实际竞争中的地位②theprofitpotentialoftheirbusiness,公司的赢利潜能③thoserisksfacingtheirbusinesswhichcouldundermine(破坏；损失)profits,公司所面临的损失利润的风险④theprobableimpactofnewtechnologyandnewproducts,新技术、新产品将会带来的影响，⑤andtheprobablearrivalofnewcompetitorsinthemarket.以及市场上有可能遇到的新的竞争对手等。2.Allexporters,importersandforwarderswillneedtoinvestincommunications,languageskills,andtimedelayofcashreceipts(收入；收据)beforegetting，orplacing,anyorders,orbeforebecomingprofitable.进出口商和运输商在订购或拿到订单之前或者说是赢利之前需要在交流、语言技能和资金收入的时间延迟方面进行投资。Theallocation(分配)oftheinvestmentinthesethreeareasmayvaryasbetweenexporting,importingandforwarding,dependingonthenatureoftheproducts,thecountriesconcernedandthecontractual(合同的)arrangementbetweentheparties.三个领域内的投资分配在出口、进口和运输中有所不同，它主要取决于产品的性质、涉及的国家以及双方签订的合同。But,neithertheexporternorforwardercanavoidsomeofthisinvestment.但是，对于出口商或者运输商来说，谁也无法避免其中的某些投资。3.、Marketresearchisasystematic(系统的)andobjective(客观的)collectionandanalysisofdata,forthepurposeof（目的）improvingdecisionmakingandcontrol,toensurethemosteffectivemarketingofgoodsandservices.市场调研就是系统、客观地收集和分析数据，其目的是为了提高决策的准确度和控制能力，以保证对商品和服务做出最有效的市场规划。Goodmarketresearch2reducesuncertaintywhenmarketingplansaremadeandmonitors(v.监控)performance（执行）whentheyareinoperation（在实施中）.搞好市场调研可以降低销售计划制定过程中的不确定性，并能监控计划的执行。4.Themethodsofmarketresearchfollowasimilarpatternforexporters,importersandforwarders.进出口商和运输商的市场调研方法遵循同样的模式。Thereisaproductorservice.有一个商品或服务。Itisimportanttofindoutwhetherthereisademandforthisproductorservice,whatformthedemandtakesandhowbestthatdemandcanbesatisfied.对于一项产品或者服务，找出它们是否有市场需求，需求所表现的形式以及如何组好地满足这种需求，这些都是很重要的。However,theemphasismaybedifferentbetweenanexporter,animporterandforwarder.但是，出口商、进口商和运输商的市场调研的重点有所不同。Anexporterwillhav...
