case study留学生作业

1.我读到的案例研究是一个处理壁纸印刷设备的制造商。这家公司的名字叫Canwall，位于加拿大。这家公司指派两个人去往中国江苏省的一个小镇，这个小镇位于上海的北部。查理伯顿和菲尔·雷恩斯是那家制造商的营销总监。他们将要去中国谈判出一个新的壁纸生产公司。这家加拿大公司从来没有出售过设备给以外的国家,这将是第一次。这两家公司一直在谈论他们如何第一次见面。中国公司的经理,李先生,是该公司在加拿大和Canwall之一的贸易代表，并且已经到中国。当波顿和雷恩斯到达中国时,他们热烈欢迎李先生。他们被带到酒店并且晚上有宴会。他们对销售有很好的感觉。第二天他们被带到附近观光,下午回来时的一个经理出来告诉他们有一个舞蹈表演。最后第三天他们开始谈论出售。然后一天结束的时候他们回到他们的房间思考设备销售。之后他们在告别宴会后还有很多问题没有解决,他们最终失去了在日本的销售公司。
 

2我认为他们输了的原因是因为沟通的问题。沟通是最重要的东西就是当你处理销售时，购买产品的人需要知道他们购买产品的一切内容。在这个案例研究中,那个人被翻译为来自中国的加拿大人,让中国和她感到舒适。不过在翻译的整个过程中，中国人在解释技术设备的一部分中。他们两个没有参与到这个高科技设备的解说里，所以他们只是认为他们的产品是最好的。另一个大问题是,他们翻译不熟悉的技术术语时,他们担心如果设备坏了怎么把它固定。中国希望加拿大那边派人告诉他们设备如何工作,但加拿大公司表示,它将花费很多钱。加拿大公司告诉他们这是很容易修复的,他们可以只阅读手册就会没事的。价格是没有问题的,但有问题的在于付款的方法。销售的核心问题是交流的过程,这是两家公司之间的事。

The case study that I read about was dealing with a wallpaper printing equipment manufacturer.  The name of this company was called Canwall and its located in Canada.  Two guys from this company were sent over to a town north of Shanghai in the province of Jiangsu, China.  The two guys that went over there were, Charlie Burton, who was the president of Canwall and Phil Raines, who was the marketing director.  They were going to China to negotiate a sale to a new wallpaper production company.  The Canadian company has never sold its equipment outside of its country and this was going to be it's first time.  The two companies have been talking before they met for the first time.  The manager of the Chinese company, Mr. Li, has been to the company in Canada and also one of Canwall's trade representatives has been over to China.  When Burton and Raines got to China they had a warm welcome and were met by MR. Li and a chauffer.  They were taken to their hotel and had a banquet later on that night.  After getting the red-carpet treatment they had a good feeling about the sale.  The second day they were taken to see the sights nearby and when they came back in the afternoon one of the managers came up to them to tell them that they were going to a dance performance.  Finally on the third day they started to talk about the sale.  Then at the end of the day they went back to their room thinking they have the equipment sold.  The next day they were asked again to explain what they said the day before in front of some new faces.  Then after their farewell banquet they went home with a lot of issues unresolved and they ended up losing the sale to a company in Japan.

 

I think the reason why they lost this sale was because there was a communication problem.  Communication is the most important thing when you're dealing with sales.  The person buying the product needs to know everything about their product they're buying.  In this case study, the person who was being an interpreter for the Canadian's was from China but the Chinese felt comfortable with her.  The translation slowed down the whole communication process though.  Then the Chinese asked the two men to explain the technology part of the equipment.  The two of them weren't involved in this high-tech equipment so they just did they best they did.  Another big problem of that was that the interpreter was also unfamiliar with the technological terms.  Also, they were concerned if the equipment broke down how would they get it fixed. .  China wanted the Canadian's to send someone over there to show them how to work the equipment but the Canadian's said it would cost to much money for that. The Canadian's told them it was easy to fix and they could just read the manual and it would just be fine.  There wasn't a price problem but there was a problem with a method of payment.  The central problem for this sale was defiantly the communication process that was going on between the two companies. 

 

I think if they had better communication on both sides of the companies there would be better understanding between the two.  They should have been able to have interpreters that know everything that everyone says.  The Chinese interpreter didn't know all the terms and this could of lost them this sale.  The interpreters should be able to sit down with the people they're interpreting for so they will be ready to speak what they say and know the words so they don't let what happened in this case happen again.  If you don't know the right words that they say this could change the whole meaning in what the say or mean.  I think there can only be one solution to this problem and that is to have interpreters that know everything that's being said.  I think they would of sold there product if the communication was better.