Whowillparticipateintheautoexhibition?CaseBriefingGECExpohaswonagovernmentbidtohostanautomotiveexhibition.Inthiscase,inordertodevelopacomprehensiveexhibitionstrategyandplan,MonicahastaskedLiuYangwithconductingmarketresearchandproducingareport.Afterward,LiuYangwillprepareapresentationforcarmanufacturersinterestedinparticipating.SupposeyouareLiuYang.Youwouldlikelyneedto:?writeamarketresearchreport?invitecarmanufacturerstotheeventAudioclipHereisanaudioclipthatexplainsthesceneofthecase.Intheaudio,MonicaisassigningtasksviaavoicemessageandLiuYangistakingnotes.Casebriefing.mp3CaseBriefingCaseBriefingScripts：Hi,LiuYang!Ihopethismessagefindsyouwell.Wehavejustsucceededinthegovernmentbiddingcompetitiontoholdanewenergyvehicleexhibitionbytheendofthisyear.Thisisanoutstandingopportunitytostrengthenourrelationshipswithautomakersandthemedia.Givenyourexpertise,Ibelieveyouarethebestpersontoleadthisexhibitionproject.Weneedtoaccomplishtwomaintasks.First,couldyoupleasedevelopacomprehensivemarketresearchreport?Itshouldhighlightthreespecificaspects.First,thedevelopmentofthenewenergyvehicleindustryinChinawithchartsincluded.Next,theresultsofinterviewswithautomakersandcustomers.Third,thekeyfeaturesthatweproposefortheexhibition.Oncethemarketresearchreportisfinalized,couldyoupleaseprepareapersuasivepresentationtoinviteautomakerstoattendtheexhibition?Ensureyourpresentationcontainssufficientpersuasiveevidence,likethebenefitsofparticipating.Wehopetoattractasmanymarketleadersaspossible,soyourpresentationshouldbeconcise,interestingandinformative.Youhavetwoweekstocompletethistask,sopleaseplanyourtimeeffectively.Bestofluckwiththisexcitingprojectandtakecare.ListentotheaudioclipandcompleteLiuYang’snotes.Task1:WriteamarketresearchreportItshouldinclude:?The1)

___________ofthenewenergyvehicleindustryinChina?The2)________________withautomakersandcustomers?The3)__________

ofthisexhibitionTask2:Prepareapresentationtoinviteautomakers?Makesurethepresentationcontainssufficient

4)________________?Makethepresentationconcise,interesting,andinformativedevelopmentresultsofinterviewskeyfeaturespersuasiveevidenceCaseBriefingWorkinpairsanddiscussthefollowingquestion.Howcanyoumakeyourpresentationconcise,interesting,andinformative?Referenceanswer：Youcanachieveconcisenessbygivingyourpresentationacleartimeframe.Carefullyallocatetimeforeachargument,andonlyincludethemostessentialargumentsandevidencethatsupportsyourcoremessage.Tomakeyourpresentationinteresting,youmustknowtheaudiencewellandtailorthecontentdirectlytotheirinterestsandneeds,utilizingstories,humor,examples,orquestion-and-answersessionstoengageandmaintaintheirattention.Toenhancetheinformativenessofyourpresentation,youshouldsupportyourpointswithrelevantdata,statistics,casestudies,andexamples.Also,thepresentationisinformativeonlywhentheaudiencecanfollowupandunderstanditsrelevancetothekeyissues.CaseBriefingUnit1WriteamarketresearchreportUnitOutlineStartingupTakinginCarryingoutLookingbeyondBuildingup12345DescribedevelopmenttrendsinvariousindustriesFollowthestructureofamarketresearchreportPresentresearchresultsusingsuitablestatisticalchartsUsestatisticsappropriatelyinamarketresearchreportProduceamarketresearchreportLearningobjectivesStartingUpTakinginReadingListeningWorkinpairsanddiscussthefollowingquestions.1Reading1Whatmightbethemainpurposeoftheindustryreport?Referenceanswer：Theprimarypurposeoftheindustryreportonnewenergyvehiclesislikelytoprovideacomprehensiveoverviewofthecurrentstateofthemarketforthebusinesses,investors,andpolicymakersrelatedtonewenergyvehicles.TakinginWorkinpairsanddiscussthefollowingquestions.Takingin1ReadingReferenceanswer：Theindustryreportmayprovidethefollowinginformation:theeconomicsignificanceoftheautomotiveindustryforChina;China’sachievementsintheautomotiveindustry;theopportunitiesandchallengesforChinainitstransitiontoNEVvehicles.2Whatinformationdoyouexpecttogetfromtheindustryreport?ReadtheexcerptfromthereportaboutthetrendinChina’snewenergyvehicleindustry.2ReadingTakinginCompletetheinformationbyfillingintheblanks.3TakinginReadingChina’stransitiontonewenergyvehiclesIntroductionTheautomotiveindustryisexperiencingsomechanges:1)___________________________willreachnearlyninetrillion

U.S.

dollarsby2030.TrendsinChina’sNEVmarketIn2022,2)__________________NEVsweresold,accountingforovera

quarterofthetotalautomobilesalesinChina.Inthefirstquarterof2023,nearly1.59millionNEVsweresold.Theglobalautomotiveindustrynearly6.89millionTakinginChina’stransitiontonewenergyvehiclesFactorsAHighcostNEVcarmakersneedtobringdownthepricesoftheirvehicles.Thegovernmenthasimplementedpoliciessuchaschargingdevice

installationsubsidies,purchasesubsidies,and3)______________tominimizeconsumers’financialburdens.BIntensecompetitionMoreandmoreforeignbrandsarelaunchingnewmodels,whichhasintensifiedthecompetition.China’slocalbrandshavebeencommittedto4)_____________________________

toremaincompetitiveinthedomesticmarket.CDifferentconsumer

characteristics5)____________consumersshowthemostfavorableattitudetowardNEVs.

Femaleconsumersshow6)______________________onNEVs.Carmakersmustrevolutionizetheirdesignstocatertodifferentconsumerneeds.GenerationZmorepositiveopinionstaxreductionsmakingtechnologicalbreakthroughsWorkinpairsanddiscussthedevelopingtrendsofNEVsinChinaaccordingtotheideasinthisreport.Takingin4ReadingReferenceanswer：Accordingtothereport,China’sNEVindustryisrapidlygrowing,withsalesnearlydoublingto6.89millionin2022.The2023forecastshowssustainedgrowthdespiteabroadermarketdownturn.Governmentincentives,technologicalimprovementsbydomesticbrands,andpositiveconsumerperceptions,especiallyamongyoungerandfemaledemographics,arefuelingthisexpansion.Marketshareisprojectedtoexceed60%by2025,drivingasignificantdecreaseincarbonemissions.ListentotheinterviewwithtworepresentativesofNEVmanufacturersandcompletetheinformationbyfillingintheblanks.Takingin1ListeningNEVmakersKeyfeaturesDevelopmentstrategiesStellaA1)______________NEVbrandCollaboratingwithChina’slocalbrandstobuild

2)_______________________to

increasecapacityProvidingmore

opportunitiesfor

peopletotest-drivecarsADDAlocalChineseNEVbrandLong-lastingbattery3)__________________Lifetime

warrantyOfferingmoreandbetterelectricvehicleswith

4)__________________________thatChineseconsumerspreferworld-famousmegabatteryfactoriesLongdrivingrangecutting-edgetechnologiesDialogue1.mp3Listentotheinterviewwithacarclubfoundingmemberandcompletethenotes.Takingin2ListeningCustomers’expectationsfortheexhibition?Applicationof1)

______________________

Recommendedactivity:showcasingsome

2)______________________withAItechnologyapplied?UltimatedrivingexperienceRecommendedactivity:providingopportunitiesforpeopleto

3)___________

thecarsSuggestiontoChina’slocalbrandsMakingmoreeffortstoimprovethe4)__________________advancedtechnologyconceptcarmodelstest-drivedrivingexperienceDialogue2.mp3Workinpairsanddiscussthepossiblekeyfeaturestheexhibitionshouldhavebasedonthetwoaudioclips.Takingin3ListeningReferenceanswer：Platformsorshowroomsthatfeaturethelatestcarmodelsofglobalandlocalelectriccarbrands;Presentations,videosandinteractivegamesthatexplainthecutting-edgetechnologyoftheelectriccars;Virtualrealityorevenrealtestdriveopportunitiesthatprovidefirst-handexperiencesforvisitorsandindustryinsiders.BuildingUpPreparingforthestructureSharpeningtheskillsDevelopingthestrategiesBuildingUpPreparingforthestructureStructureofamarketresearchreport1Workinpairsanddiscusswhatshouldbeincludedinamarketresearchreport.Referenceanswer：Typically,amarketresearchreportshouldincludethefollowingcontents:theportraitandcharacteristicsofthetargetcustomers;theoverallsizeofthetargetmarket,includingthenumberofpotentialcustomersandthemarket’sexpectedgrowth;theproblemsorneedsthatconsumersorclientsinthetargetmarkethopetoaddress,aswellastheirsatisfactionwithexistingsolutions;thedevelopmentdirectionofthemarket,includingtechnologicaladvancements,changesinconsumerbehavior,andtheimpactofregulations;ifpossible,abriefdescriptionofthecompetitors.BuildingUp2Thefollowingisasamplemarketresearchreport.Workinpairsandlabeleachpartwithitspurposeinthebox.Currently,environmentalconditionsinoilpalmplantationsaremonitoredinadequatelyandthereisalackofsoftwareavailabletostoreandanalyzeenvironmentaldata.Inresponsetothisissue,amarketresearchstudywasconductedtoexploretheintentionsofmanagersandemployeestousesoftwaretomonitorenvironmentalconditionsinoilpalmplantationsacrosstwoAsiancountries.Thefindingswillthenfeedintosoftwaredevelopment.APresentwhathasbeenfoundBDrawtheconclusionand

implicationsCIntroducetheresearchmethodsDExplainwhytheresearchneedstobe

doneAstudyofsoftware

developmentforoilpalm

plantations1)____DBuildingUpThemarketresearchincludedtwoparts:semi-structuredinterviewsandquestionnairesurveys.Semi-structuredinterviewswereconductedwith20seniormanagersfrom20oilpalmcompanies.Aquestionnaireconsistingof35close-endedquestionswasdesignedforthestudy.Itwasthenadministeredto70junioremployeesofoilpalmcompanies.Theanalysisoftheinterviewresponsesrevealsthatthereisasharedintentionamongtheseniormanagersthatsoftwareshouldbeusedtopromoteenvironmentalprotectionandaddressenvironmentalissuesintheiroilpalmplantations.However,theircompaniesdonothavesuchprofessionalsoftwareinstalled.Additionally,thereisanabsenceofgenerallyaccepted,easy-to-useenvironmentalmonitoringsoftwareavailableinthemarket.APresentwhathasbeenfoundBDrawtheconclusionand

implicationsCIntroducetheresearchmethodsDExplainwhytheresearchneedstobe

done2)____3)____

A

CBuildingUpTheresponsestothequestionnaireshowthatnearly90%ofthesurveyedemployeeshaveneverusedanytypeofenvironmentalmonitoringsoftware.However,almostallparticipantsexpressedstronginterestinsuchtools.Figure1showstheiropinionsonusingenvironmentalmonitoringsoftwarefortheirplantations.About62%indicatedsuchsoftwarewouldlikelyfacilitatetheirdailywork,25%believedthesoftwaremighthelpimprovetheirworkplaceenvironment,and13%expectedthesoftwaretoreducetheirworkintensity.62%25%13%Figure1:Employees’opinionsonusingenvironmentalmonitoringsoftwareBuildingUpAPresentwhathasbeenfoundBDrawtheconclusionand

implicationsCIntroducetheresearchmethodsDExplainwhytheresearchneedstobe

doneBasedonthefindings,itisclearthatsoftwareformonitoringtheenvironmentalconditionsinoilpalmplantationsisneeded.However,theabsenceofwidelyacceptedoreasy-to-useenvironmentalmonitoringsoftwareinthemarketmakesitdifficulttofulfillpeople’sexpectations.Thestudyhighlightsanopportunityforsoftwaredeveloperstocreatesimpleandeffectivetoolstosupportthisgrowinginterestinenvironmentalprotectionwithintheoilpalmindustry.4)____BBuildingUpSharpeningtheskills1Workinpairsandbrainstormsomecommonlyusedtypesofcharts.UsingappropriatechartstopresentdataReferenceanswer：Barcharts,piecharts,linecharts,radarcharts,scatterplotsandbubblecharts.BuildingUp2Readthefollowingdescriptionsandchoosethemostappropriatetypeofcharttopresentthedataineachdescription.UsingappropriatechartstopresentdataDescription1Themarketshareofdifferentcompanieshasbeendemonstrated.CompanyAandCompanyBhold37%and25%ofthemarket,respectively.Yourcompanycontrols20%ofthemarket.Theremainingshareisheldbyothersmallercompanies.A.BarchartB.LinechartC.PiechartD.RadarchartC.PiechartBuildingUpDescription2YouplantoopenaChineserestaurantinNewYorkandwouldliketodeterminewhichagegroupsmightbemostinterestedindiningatyourrestaurant.Toinvestigatethis,youconductedasurveyofpotentialcustomersandassessedtheirwillingnesstodineatyourrestaurant.Theresultsofthesurveyindicatethat:35%oftherespondentsinAgeGroup1(under21)expressedinterestindiningatyourrestaurant40%oftherespondentsinAgeGroup2(21-35)expressedinterestindiningatyourrestaurant46%oftherespondentsinAgeGroup3(36-50)expressedinterestindiningatyourrestaurant72%oftherespondentsinAgeGroup4(51-65)expressedinterestindiningatyourrestaurant55%oftherespondentsinAgeGroup5(66orolder)expressedinterestindiningatyourrestaurantTheseresultssuggestthatindividualsinthe51-65agerangearemorelikelytobewillingtodineatyourrestaurantthanotheragegroups.A.BarchartB.LinechartC.PiechartD.RadarchartA.BarchartBuildingUpDescription3Description4A.BarchartB.LinechartC.PiechartD.RadarchartD.RadarchartB.LinechartWhencomparingelectriccars,oneshouldconsiderfourfactors:drivingrange,ridecomfort,interiordesign,andvalueformoney.Expertshaveratedtwoelectriccarmodelsonascaleof1(poor)to5(excellent).ModelAreceivedaratingof3fordrivingrange,3forridecomfort,4forinteriordesign,and4forvalueformoney.ModelBreceivedaratingof2fordrivingrange,2forridecomfort,5forinteriordesign,and3forvalueformoney.Thesalesofthishealthmonitoringproducthavegrownrapidlyoverthelastfewyears.Startingin2016,thesalesoftheproductbegangrowingsteadily.Inthatyear,thesalesfigureamountedto800units,graduallyincreasingto1,500unitsin2017.Thereafter,thesalescontinuedtoriseconsistently,reaching2,200unitsin2018andfurtherrisingto2,700unitsin2019.Thepeakwasreachedin2020with2,900unitssold.Despitetheseimpressivegains,blackswaneventsshookthemarketin2021,resultinginadropinitssalesto1,600units.However,theproductquicklyrebounded,withthesalesfigurereaching2,500unitsin2022.BuildingUpSkillsWhenyouwriteareportthatincludesdata,theappropriatechartcanrevealasmuchinformationasthedatathemselves.Thekeytousingchartseffectivelyisknowinghowtomatchthemwiththerighttypeofdata.Therearefourcommonlyusedtypesofcharts:Linechartscanbeusedtoshowtrendsovertime.Barchartshelpmakeclearcomparisonsbetweendifferentcategories.Piechartsarecommonlyusedtorepresentpercentagesofawholewithdifferentcoloredsegments.Radarcharts,alsoknownasspidercharts,helpillustratedatainatwo-dimensionalchartofthreeormoredataseries.Theaxesstartatthesamepoint.Theyareusedtomakecomparisonsamongmultiplevariables.BuildingUpDevelopingthestrategies1Workinpairsandbrainstormsomecasesinwhichstatisticsaremisused.UsingstatisticsappropriatelytoimprovecredibilityExample1:Amarketresearchermeasuredtheamountoftimecustomersspendinasupermarketandtheirsatisfactionlevel.Shefoundthattherewasastrongcorrelationbetweenthetwovariables.Sheconcludedthatbyincreasingcustomerdwelltimeinasupermarket,theretailercanimprovecustomersatisfactionandbrandloyalty.

Analysis:Itmaybethefactthatconsumerswhospendmoretimeinasupermarkettendtohavehigherbudgets,andthelikelihoodofsatisfactionishigher.Inaddition,theymayhavemoreleisuretimeandtendtobemoresatisfiedindailylife.Thisisacaseofthemisinterpretationofcausality.BuildingUpDevelopingthestrategiesExample2:Amarketingresearchinternofalargemobilegamedeveloperwenttothecomputersciencedepartmentofalocaluniversityintheafternoontoaskfortheirresponsestothelatestgameapp.Themajorityofthecollegestudentsgavelowratings.Theinterndeclaredthatthegameappwasunfitforyoungplayers.Analysis:Theinternmadeanassessmentbasedonlyontheopinionsofstudentsinthecomputersciencedepartmentatonelocaluniversity.Thisgroupmaynotberepresentativeofthebroaderyoungplayerdemographic.Inaddition,theymayhavebeenexhaustedintheafternoonafterawholeday’sworkandstudy,whichcouldinfluencetheirratingsofthegame.Thisisacaseofsamplingerrorandalsoincludespotentialbiasesinthesurveyenvironmentoradministration.BuildingUpDevelopingthestrategies2Workinpairs.Readthefollowingparagraphsanddiscussthecredibilityofeachconclusion.Usingstatisticsappropriatelytoimprovecredibility1.Ane-commerceplatformwantedtomeasurecustomer

satisfactionacrosstheglobalmarket.ThemanagersetupapollinEnglish

languageandreceived150responses.

Theresultsindicatedthatmostcustomersweresatisfied.The

managerwashappywiththeresults.TheresultlackscredibilitybecausethesurveywasconductedonlyinEnglish,whichmaynotbeaccessibleoreasilyunderstandabletoallcustomersinaglobalmarket.Additionally,withonly150responses,it’suncertainwhetherthatsamplesizeislargeenoughtorepresenttheglobalcustomerbase.BuildingUpDevelopingthestrategiesWhilethereisaclearobservationthatrevenueishigherduringthediscountperiod,attributingtheincreasesolelytothediscountdoesnotaccountforotherpotentialvariables.Theincreaseinrevenueat6p.m.islikelyduetoacombinationofthedailydiscountofferedandthenaturalpeakinshoppingactivityasmostcustomersareoffworkandcarryouttheirdailyshopping.2.Asupermarkethasadailydiscountperiodfrom6p.m.to9p.m.Therevenuearound6p.m.is40%higherthanthatofanyotherhouroftheday.Themanagerbelievesthediscountleadstoincreased

revenue.UsingstatisticsappropriatelytoimprovecredibilityBuildingUpDevelopingthestrategiesThequestionposedleadsrespondentstowardasociallydesirableanswerbyhighlightingthesupportforpoorfamilies,whichmaynotreflecttheiractualbuyingbehavior.Thisistheproblemoftheintention-behaviorgap.Moreover,itdoesnotconsiderwhetherrespondentswouldpayapremiumforsuchproductsortheirbrandloyalty.3.Aglobalhigh-endfashionbrandwantedtopromoteitsproductsthroughanadvertisingcampaign.Aspartofitsmarketsurvey,thecompanyaskedtherespondents,“Willyoupatronizeafashionbrandthatonlypurchasesrawmaterialstohelppoor

families?”Mostrespondentsticked“yes”.Basedonthefeedback,theCEOdecidedto

changethesourceofrawmaterialsupply.UsingstatisticsappropriatelytoimprovecredibilityBuildingUpSTRATEGIESAvoidselectivereportingPeoplemaysometimeschoosecertainresultsofastudythatsupporttheirargumentsandselectivelyoverlookotherresultsthatcontradicttheirconclusions.Suchpracticemayintroducebiasandweakentheoverallcredibilityofareport.Therefore,itisimportanttoavoidusingaselectiveapproachtopresentstudyresults.BuildingUpSTRATEGIESAvoidpresentingincomparablestatisticsSomestatisticspresentedinthereportmaynotbecomparable.Forexample,areportshowsthatBrandXelectriccarsoutperformBrandYcompetitorsinmileage.However,thiscomparisonmaybeflawedifthetestswereconductedondifferentroads,bydifferentdrivers,andatdifferenttimesoftheyear.So,itisimportanttoensurethatthestatisticspresentedarecomparable.BuildingUpSTRATEGIESAvoidexaggeratingorminimizingdataeffectsForexample,areportmentionsthat75%ofthepopulationisnotinterestedinbuyinganelectricvehicle.However,itisimportanttoconsiderthatforacutting-edgetechnologyproduct,thetargetmarketofenthusiasticconsumersmightnaturallybesmaller.Thereportershouldcompareelectricvehicleswithothertypesofvehiclestogainabetterunderstandingoftheircompetitivenessandpopularity.Carryingout

BizpracticeIn“Takingin”,LiuYanghasgatheredsufficientinformationontheindustrytrendsandthedevelopmentstrategiesoftwocarmakers.Besides,hehasstudiedthecustomers’expectationsfortheexhibitionandsuggestionstothelocalbrands.In“Buildingup”,hehaslearnedthestructureofamarketresearchreport,howtochoosesuitablechartstopresentdata,andthestrategiesforavoidingdatamisinterpretation.SupposeyouareLiuYang.YouaregoingtowriteamarketresearchreportonthenewenergyvehiclesinChina.Usethefollowingstepsasaguidetocompleteyourreport.WRITEAREPORT:CONDUCTMARKETRESEARCHONNEWENERGYVEHICLESINCHINACarryingout

Step1Getinformation

Step3WriteitupStep4ReviseandreflectStep2Organizethereportandwriteanoutline

CarryingoutGatherinformationabouttheindustrytrends,carmakers’developmentstrategies,customers’expectationsfortheexhibition,andsuggestionstothecarmakersin“Takingin”.Step1GetinformationIndustry

trendsCarmakers’developmentstrategiesCustomers’expectationsfortheexhibitionSuggestionstocarmakersCarryingoutAnalyzethecollecteddataanddraftthereportoutline.Youmayreferto“Preparingforthestructure”.Step2OrganizethereportandwriteanoutlineResearchreportonthedevelopmentofChina’sNEVindustryCarryingoutFollowingthestepsabove,youmaygetreadytowritethereport.Payattentiontothechoiceofdataandthewayofpresentingthem.Youmayreferto“Sharpeningtheskills”and“Developingthestrategies”.Step3Writeitup

CarryingoutStep4ReviseandreflectNow,you’vefin