貿(mào)易營(yíng)銷培訓(xùn)教程Chapter3TradeMarketing?Warm-updiscussion:Wheredoyouusuallybuygoods?Why?Wherecanyoubuy?Whatismarketing?Marketingisoftensimplyviewedasadvertisingandselling.Marketingismuchmorethanthisandincludesconductingmarketresearch,marketsegmentation,branding,pricing,promotion,distributing,sellingtheproductandcustomerservices

.?Howtosellyourproducts?1.Marketresearch2.Advertising3.Promotionalevents4.Attendingtradeshows5.Customerservice?1.MarketresearchWhatinformationtogatherandhowtogather??Howtoanalyzeinformation?Exlesofquestionsthatmayneedtobeanswered:Whatarethemajorvariablesaffectingmysalesandhowimportantiseachone?Whatarethebestvariablesforsegmentingmymarket,andhowmanysegmentsexist?Whatarethebestpredictorsofwhichconsumersarelikelytobuymybrandversusmycompetitor’sbrand?IfIraisedmyprice10%andincreasedmyadvertisingexpenditures20%,whatwouldhappentosales??Sentencepatterns1.Ithinkourmainstrengthiswithyoungconsumers.2.Iwentoverthesalesfiguresinthemarketresearchreport.3.OurEuropeanmarkethasthehighestcurrentdemand,butSouthAmericahasgreatpotentialforgrowth.4.Whenourproductwasmarkedupatahigherintroductoryprice,oursalesafterproductlauncwerelowerthanlow.5.Isspeedofdeliveryafactorwhenyouchooseafastfoodplace?6.LikeIsaid,printmediawon’treallyshowoffourbestdigitalfeatures.7.Oneoftheobjectsofmarketresearchistofindoutwhetherthere’samarketfortheproductandwhetherwecanselltheproductinthemarket.8.Ifwedecidetohavesometestmarketing,someoftheseniorsalesmenarebroughtin.?phrasesSalesfiguresmarketresearchreportPotentialforgrowthintroductorypriceSpeedofdeliveryprintmediaTestmarketingseniorsalesmanConsumerbuyinghabitproductlaunchCustomerbasebrandloyaltyCompetitivemarket?A:Iwentoverthe_1_inthemarketresearchreport.Ifyoucompareitwithoursurveyof_3_,there’sonlyoneconclusion…B:What’sthat?A:Itseemsthismarketis_4_.Whenourproductwasmarkedupatahigher_5_,oursalesafterproductlaunchwerelowerthanlow.Ata_6_introductoryprice,welandedmoresales.B:So,weshouldstartlow?A:Ithinkthatwouldbeagoodidea.Priceisanimportant_7_inourmarket,sowecanuseittobuildour_8_.Ifourcustomersgethookedonthe_9_,they’llbuyandbecomemore_10_.Lateron,whenwehita_11_andafterour_12_issoldonourproducts,wecan_13_.B:Thatsoundslikeareallyclever_14_.A:Thisisavery_15_.We’vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop.B:Ithinkourmainstrengthiswithyoungconsumers.A:That’s_16_.Theyoungconsumer’sfasttocommit,butfickletostaywithabrand.Soourchallengeis_17_.?RolereadA:Iwentoverthesalesfiguresinthemarketresearchreport.Ifyoucompareitwithoursurveyofconsumerbuyinghabits,there’sonlyoneconclusion…B:What’sthat?A:Itseemsthismarketissensitivetoprice.Whenourproductwasmarkedupatahigherintroductoryprice,oursalesafterproductlaunchwerelowerthanlow.Atadiscountedintroductoryprice,welandedmoresales.B:So,weshouldstartlow??A:Ithinkthatwouldbeagoodidea.Priceisanimportantvariableinourmarket,sowecanuseittobuildourcustomerbase.Ifourcustomersgethookedonthelowintroductoryprice,they’llbuyandbecomemoreloyaltoourbrand.Lateron,whenwehitapeakinsalesandafterourcustomerbaseissoldonourproducts,wecanbringthepriceup.B:Thatsoundslikeareallyclevermarketingstrategy.A:Thisisaverycompetitivemarket.We’vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop.B:Ithinkourmainstrengthiswithyoungconsumers.A:That’satwhomwe’retargeting.Theyoungconsumer’sfasttocommit,butfickletostaywithabrand.Soourchallengeiscustomerloyalty.?A:Iknowwemustpayattentiontomarketresearch.But_______?(怎樣進(jìn)行市場(chǎng)調(diào)研)B:Oneoftheobjectivesofmarketresearchistofindout______(產(chǎn)品是否有市場(chǎng))and_____.(在這個(gè)市場(chǎng)上我們能否出售這種產(chǎn)品)A:Isee.______?(那么誰(shuí)做這種工作呢)B:Intheearlystages,______.(只有區(qū)域經(jīng)理參與)A:Whatifwedecidetohavesometestmarketing?B:Then_______.(一些高級(jí)銷售人員也參加)A:Ifsalesmenarebroughtin,Ithink______.(他們需要接受一些培訓(xùn)),suchasproducttraining.B:_______?(產(chǎn)品培訓(xùn)指的是什么)A:Youknow,asasalesman,hemustfullyunderstandvariousapplications,_______，(設(shè)計(jì)特點(diǎn)、獨(dú)特優(yōu)點(diǎn)、使用操作)andeverythingoftheproductsweproduce.?TranslationA:打擾了，我在為一家快餐店做市場(chǎng)調(diào)查。如果您不介意，我想問您幾個(gè)問題。B:行，問吧。A:你最喜歡哪家快餐店？B:我喜歡KFC。我覺得在那里花錢很值。A:您喜歡哪種飲料，可口可樂還是百事？B:我喜歡百事可樂。A:這種偏愛是不是您選擇餐館的決定因素？B:不是。我想決定因素是食品提供速度。?Discussion1:Whatmeansofadvertisingdoyouknow?2.Advertisement?Sentencepatterns1.Therepetitionofcommercialswillhelpmakeourproductswell-knownandbuildstrongbrandpositions.2.I’veheardtheyliveonthe15%discountontheadvertisingwepurchase.3.I’mespeciallyinterestedintheroleofimage,publicrelationsandadvertisingintheproductionpromotion.4.Somanypsychologicalfactorsshouldbeconsideredinadvertising.5.Atthemoment,we’reworkingonsomenewpromotionliteraturewhichwillbeusedintheshops.6.Now,let’scomebacktothedesigndepartment.Whattechniquesdoyouusuallyuseinadvertising??PhrasesTVcommercialsbrandpositionPromotionliteratureadvertisingagencyMerchandisingnationallaunchAdvertisingcaignpressconferencePreliminarymarkettestphletFlyersleaflets?Discussion2:Whatdoyouseeasthemosteffectivemeansofadvertising??J:Whatdoyouseeasthemosteffectivemeansofadvertising?TV,radioorprint?S:Thatalldependsonwhatyoumeanby“effective”.Doyoumeanreachthewidestaudience,orcosttheleast,orwhat?J:Imeanwhatgivesusthemostbangforthebuck.ObviouslyTVwillshowourcapabilitiesthebest,butitisalsoexpensive.I’mconcernedthatifweuseprintmediatheycan’treallyseethequality.Whatdoyouthink?S:Well,firstlet’sbothagreetoignoreradio.Paulthinksweshoulduseradio,asthereisalargelisteningaudience.ButIsaythatinordertoseethequalityofourproduct,youreallyhavetoseeit.Doyouagree?J:Agreed.Sowheredowegofromhere,TV？S:Actually,IthinkTVisgood,buttooexpensive.Toomuchofourbudgetwouldbedrainedandnotallthatmuchsalesrevenuewouldbegenerated.J:Sodoyouhaveabetteroption?LikeIsaid,printmediawon’treallyshowoffourbestdigitalfeatures.S:That’swhereIdisagree.Ithinkwecouldreduceourprintmediafocustomagazinesonly.Thecostwouldbelowerbutourfeaturescouldstillbeseen.J:Howmanymales35to40yearsoldcouldweexpecttoreach?S:Surprisingly,ourmarketingsurveysshowabout53million.?Intheworldofadvertising,there’remany__1_tobringaconsumerin.Infact,therearedozens.However,todayI’llbesharingwithyoujustafew---adsusingweaselwords,adswhichare_2__andendorsementadsand_3__ads.Differentanduniqueadsarethosethatgrabtheconsumer’sattentionbybeing,well,unique.Theseadscancontain_4_pictures,boldtextsandcastingcharactersplussomuchmore.(Unfortunately,thisadhasnosound,butIcantellyouwhatishappening.Insomeotherlanguage,thischildisthrowingatempertantrumwhenhisfatherwon’tbuyhimcandies.Canyouguesswhatthisisadvertising.)Weaselwordisatermthatweuseasamodifierthatmakesthefollowingadnearly_5_.Weaselwordssound_6_atfirst,butuponcloserexamination,turnouttobeempty.Themostcommonweaselwordsincludehelps,virtual,like,acts,works,canbe,upto,asmuchas,refreshes,comforts,fights,thefeelof,thelookof,tastes,fortified,enrichedand_7_.Theendorsementortestimonialtechniqueusesa_8_inanadtolendhisorherstellarqualitiestotheproduct.Sometimesthatpeopleactuallyclaimtousetheproduct,butsometimestheydon’t.Some_9_survivebyproviding“names”forthesetestimonials.Doctorsarealsousedinthistechnique.(Thisad,liketheonebeforeit,unfortunatelyhasnosound.HerewehavethedazzlingNicoleKidmanadvertisingChanelperfume,FormulaNo.5.)Andfinally,wehavescientificorstatisticaladvertising,whichisatypeofadvertisingthatreferstosomesortof_10_orexperimentstovery_11_,ortoanimpressive-soundingmysteryingredient.(ExlesofthisarethingslikeGerm-Xwhichclaimstoeliminate99%ofgerms.)?CompletetheconversationA:Look,wehaveto________.(最遲在15號(hào)前敲定這些細(xì)節(jié)問題)B:Youneverleaveusenoughtime._____(至少需要2周)togetthestoryboardwrittenup,andthenplantheshots,hireactors,anddosomerehearsals.______.(你的時(shí)間表給我們的時(shí)間不夠)A:It’snotourschedule!————.（最后期限是上面定的）B:YoumeanCEO?A:_____?(除了他還能有誰(shuí))?TranslatetheconversationA:就我所知，你的產(chǎn)品僅做了報(bào)紙廣告，這遠(yuǎn)遠(yuǎn)不夠。B:你的建議是什么？A:我認(rèn)為你應(yīng)該做電視廣告。B:我承認(rèn)電視廣告會(huì)給觀眾留下深刻的印象，但是電視廣告太貴了。A:但是電視廣告的反復(fù)播放會(huì)擴(kuò)大我們產(chǎn)品的知名度，并能強(qiáng)化我們的品牌地位。B:可是我們當(dāng)前的預(yù)算很緊張。A:不是現(xiàn)在做，但我覺得你應(yīng)該開始考慮了。B:你說的有道理。我會(huì)和銷售部門討論一下。?3.PromotionWarm-updiscussion:Whatispromotion?Promotion(alsoreferredtoasmarketingcommunications)involvesthecommunicationofinformationbetweenmarketersandpotentialbuyers,and/orothersinthechannelorwidercommunity,inordertoinfluenceattitudesandbehaviours.?ClassificationofIMCMedia,ToolsandTechnology?Sentencepatterns1.Also,youforget,they’reprofessionals.Theyruneventslikeourproductlaunch.2.We’regoingthroughaneventmanagementcompany,sotheyshouldmanagemostofthedetails.3.Ithinkweshouldlaunchanewadvertising&promotioncaignatthebeginningofnextyear.4.Withthislineoftennisrackets,youhavestiffcompetitionagainstyou.5.Thesearetheeventsourcustomers&potentialcustomerscareabout.6.Whatkindofpromotionaleventsarescheduledforthenewproductline?7.Letmetakeyourslesbacktomyboss.We’llthinkitover&contactyoulater.8.Wouldyoubeinterestedintalkingwithhimaboutourideasforupcomingmodels??PhrasesPromotionaleventsproductlineEventmanagementcompanyRuneventsmarketshareStiffcompetitionenvironmental-friendlyLatestmodel/designuser-friendlyWidevarietiestochoosefromAvailableinvariousmodels&sizes?A:The_1_isonTuesday,andclearyour_2_overthenextfewdaysbecausewe’regoingtobe_3__inordertogeteverythingreadyintime.B:Oh,it’snotasbadasallthat…Almosteverythingisalreadyset.We’regoingthroughan_4_company,sotheyshouldmanagemostofthedetails.Probablythebiggestthingonourplateistogooverthe_5_withtheironsitemanagerstomakesureitallgoesasplanned.A:Ihateto_6_…Whatiftheirpeopledroptheball?Weshouldbepreparedwitha_7_planjustincase…B:OpeningdayisTuesday.We’vebeenworkingwiththiscompanytoseteverythingupsincelastspring.They’reveryclearonallofthe_8_.Also,youforget,they’re_9_…theyruneventslikeour_10_foraliving.I’dsaywe’venothingtoworryabout.?A:TheproductlaunchisonTuesday,andclearyourcalendarsoverthenextfewdaysbecausewe’regoingtobeburningthemidnightoilinordertogeteverythingreadyintime.B:Oh,it’snotasbadasallthat…Almosteverythingisalreadyset.We’regoingthroughaneventmanagementcompany,sotheyshouldmanagemostofthedetails.Probablythebiggestthingonourplateistogoovertheeventrundownwiththeironsitemanagerstomakesureitallgoesasplanned.A:Ihatetoputalloureggsinonebasket…Whatiftheirpeopledroptheball?Weshouldbepreparedwithaback-upplanjustincase…B:OpeningdayisTuesday.We’vebeenworkingwiththiscompanytoseteverythingupsincelastspring.They’reveryclearonallofthedetailsfortheevent.Also,youforget,they’reprofessionals…theyruneventslikeourproductlaunchforaliving.I’dsaywe’venothingtoworryabout.?A:_______(安排了什么樣的促銷活動(dòng))forthenewproducts?B:Marketinghasussetupwith____(在5個(gè)大城市舉行產(chǎn)品發(fā)布會(huì)),aswellassomesponsoringeventsthroughouttheyear.A:______?(你說的是什么樣的贊助活動(dòng))Idon’tknowhoweffectivesponsorshipreallyis.B:_______.(不是你想的那樣)Theseeventswillgiveus____(更多曝光機(jī)會(huì))thanmost.Takethetri-citymarathonforstarters._____(這是備受關(guān)注的活動(dòng))Thetelevisionexposurealonewillnearlydoublethecustomerawareness.A:_______?(還有什么活動(dòng))B:We’vegotaspotintheOlympicstadium_____(贊助一個(gè)參賽隊(duì)的裝備)A:_________?(這些活動(dòng)是顧客所關(guān)心的嗎)B:Yes.Wechoosetheseevents_______.(基于市場(chǎng)調(diào)查)?4.AttendingtradeshowsWhatisatradeshow?(2videos)Atradeshowisakindofexhibitionwhichisorganizedinordertoprovidespacetothecompaniesthatwishtodemonstratetheirservicesandnewproducts.Usually,atradeshowisorganizedforaspecificindustryoranumberofindustriesaswell.Sometimes,atradefairisopentothepublicandpeopleareallowedtoseethenewproductsandsometimes,onlythecompanyrepresentativesareallowedtoenterthetradefair.Apartfromthemembersoftradeandpublic,membersofpressarealsoinvitedtothetradefairssoastocovertheevent.Aconsiderableamountofcapitalisrequiredtosuccessfullyrunatradefair.Atradeshowisusuallyrunforfewdaysbutalargenumberofpeoplearerequiredforthesmoothrunningasalotofservicesarerequiredforexhibitors.Themoneychargedfromparticipatingcompaniesisusedforprovidingseveralfacilitieslikeaccommodation,telecommunication,spaceforsettingupthebooth,designing&constructingtradeshowdisplays,internetservicesandmanuals.?Boothbooking&showpreparationPhrases:1.Excuseme,butwhenisthedeadlineforregistration?2.Lotsoftraffic.Astealat$2000dollars.3.Whenwillthebiggestcrowdbeattheshow?4.We’dliketoregisterforthetradefair.5.Pleasesendyourregistrationform&moneytousbyexpress.6.Ireallyneedtosetupbeforetheexhibition!7.Generally,organizersprovidebasicshellsormodules&thentheexhibitorscompletethemseves.8.Ok,&askthemtosendussomemorebrochures&otherforms.9.Wespentalotofmoneyonthatstand&we’llsendthebrochuresimmediately.10.IworkintheR&DDepartmentofacompanybasedinLosAngeles.Wespecializeindesigningprinters.?PhrasesTradeshow/fair/exhibition/expoDeadlineforregistrationregisterforRegistrationformcommissionsEntrancefeedistributiona5′by6′boothReserve/bookaspace/spot/boothstandSendbyexpress/mail/remittanceExhibit,exhibition,exhibitorsInternethookupshellsormodulesBrochures,phlets&orderforms?BoothbookingA:Hello.I’mcallingbecauseIsawanadinAsianWallStreetJournalaboutourtradeshow.B:Yes.It’sinWashingtononMay27thand28th.Itcosts$1000fora5’by6’booth.A:Excuseme,butwhenisthedeadlineforregistration?B:Thedeadlineistomorrow.However,wecanmakeexceptionsforoverseascompanies.A:Well,I’mveryinterested.WheredoIsendtheregistrationformandthemoney?B:Totheaddressthatappearsonthebottomoftheform.Pleasesenditassoonaspossibletoreserveaspace.?(smalldialogs)1.A:Hello!IsthatInternationalTradeFairCenter?B:Yes.________?2.A:ThisisJingKaiTradeCo._______.(我們想?yún)⒓颖敬握箷?huì)）B:Sure.________?(你想預(yù)定什么位置)3.A:________?(你能給我一些關(guān)于展會(huì)的信息嗎)B:Yes.It’sinWashingtononMay,27thand28th._______.（5英尺寬6英尺長(zhǎng)的展位要1000美元）4.A:_________?(展會(huì)報(bào)名最后期限是什么時(shí)候)B:It’stomorrow.5.A:_________?(我該把報(bào)名表和錢寄到哪)B:Totheaddressonthebottomoftheform.______.(欲訂展位，請(qǐng)快寄來)6.A:________?(展廳有信用卡刷卡機(jī)和網(wǎng)絡(luò)連線嗎)B:Yes.________.(但你得額外交50美元)7.A:________?(你看這個(gè)攤位地點(diǎn)怎么樣)B:Quitegood.________.(人流很多，也很便宜)8.A:————？（為什么我們的貨物還沒擺到展位上）B:Theyarrivedlateyesterday.Butdon’tworry,______.(我們會(huì)在展覽開始前把展位布置好的setup)?TranslateA:你好！是國(guó)際貿(mào)易展覽中心嗎？B:是的，有什么事嗎？A:我是京凱貿(mào)易公司。我們想?yún)⒓颖敬握箷?huì)，我可以訂個(gè)右角的展位嗎？B:可以，那個(gè)位置不錯(cuò)。A:展覽會(huì)什么時(shí)候人最多？B:我認(rèn)為是周末.A:能向我說一下價(jià)格嗎？B:右角，每平米200美元。A:面積多大？B:20平米。你想訂一個(gè)嗎？A:是的。B:請(qǐng)把登記表和錢快遞過來。A:我可以訂位、銀行匯款嗎？B:可以。請(qǐng)記住我們的銀行開戶號(hào)847521589，開戶行是中國(guó)銀行廣州分行。A:謝謝。?ShowPreparation1.A:_______?(通知重要來賓了嗎notify)B:Yes.______.(一切都已準(zhǔn)備就緒)2.A:_______?(有沒有準(zhǔn)備包括交易會(huì)介紹和日程安排的用戶指南)B:Yes,Ihave.______.（我還準(zhǔn)備了一份交易會(huì)備忘錄fairmemo）3.A:______?(攤位是參展單位自己建還是組織者建)B:————（組織者提供基本攤位外殼或預(yù)制單元）,andthentheexhibitorscompletethemselves.4.A:________?(我們?cè)趺茨茏约河H手建呢)Wedon’tspecializeinthat.B:No,wedon’t._______.(我們雇用一家專業(yè)公司作為攤位建造承包商)5.A:________?(我們還有什么沒考慮到呢)B:Manythingshavetobetakenintoconsideration,like__________.(參展產(chǎn)品范圍、提供的服務(wù)設(shè)施、值班人數(shù)等)6.A:Ourexhibitionstandistinyandattheback,_______.(不是我們預(yù)訂的靠近入口的那個(gè))B:_______?(你沒和展會(huì)經(jīng)理談嗎)Theremusthavebeenamistake.7.A:Can’tyoufindagoodagenttheretoactforus?________.(我們需要代理為我們做宣傳之類的活動(dòng))B:Ok._____.(我會(huì)盡力)8.A:Thisisterrible.______.(我們還需要一些宣傳冊(cè)和訂單)B:Don’tworry.______.(我給總部打匯報(bào)一下)?5.CustomerserviceWhatiscustomerservice?Customerserviceistheserviceorcarethataconsumerreceivesbefore,duringandafterapurchase.Excellentcustomerserviceisvitaltobusinessestoday.Howdoyouprovidegreatcustomerservice?Greettheminafriendlymanner,whetherthatbeviatelephone,emailorinperson.Letthemknowyouaretheretohelpandthatyouwilltakecareofthem,notonlybeforethesalebutafteraswell.?Sentencepatterns1.I’mleavingthecountrytomorrow.I’dreallypreferarefund.2.We’rereadyatyourservice.3.Bytheway,yourwarrantyisgood,soitprovidesyouwithfreeservice&parts.4.ButmayIhaveawordwiththepersoninchargeoftheservicecenter?5.I’llsendseveraltechnicianstoyourfactory.6.I’mafraidit’snotourpolicytoreplacecomputersbecauseofglitches.7.Allourshoesareguaranteedforoneyear.8.ThistypeofTVsethasa3-yearguaranteefreeofcharge.?PhrasesRefundatyourserviceWarrantypartsTechnicianglitchFaultybatchcreditnoteComplaintreceiptRepairreturnreplacemaintenanceChargerepairfeepreferential?A:Excuseme,IboughtthisDVDherethreedaysago.It’sscratchedanddoesn’t_1_.B:I’msorryaboutthat,madam.I’ll_2_.A:Thethingis,I’ve_3_already.Ithinkit’sjustafaultybatch.B:Isee.MaybeIcanofferyoua_4_.A:Well,tobehonest,that’snotmuchusetome.I’mleavingthecountrytomorrow.I’dreallyprefera_5_.B:Okay.I’llseewhatIcando.?RolereadA:Excuseme,IboughtthisDVDherethreedaysago.It’sscratchedanddoesn’tplayproperly.B:I’msorryaboutthat,madam.I’llgetyouanotherone.A:Thethingis,I’vereplacedittwicealready.Ithinkit’sjustafaultybatch.B:Isee.MaybeIcanofferyouacreditnote.A:Well,tobehonest,that’snotmuchusetome.I’mleavingthecountrytomorrow.I’dreallypreferarefund.B:Okay.I’llseewhatIcando.?Completethedialogs1.A:Excuseme,sir._______?(我可以和維修中心的負(fù)責(zé)人談?wù)剢?B:Iamtheverypersonyou’reafter._____?2.A:Webought500setsofequipmentsfromyoursalesdepartment,butthey’renotperformingwellrecently._____.(我想問你們是否能把它們修好)B:Ofcourse._______.(我將派幾名技術(shù)人員去貴公司解決問題)3.A:_______?(你是說我弄壞的嗎)Ididn’teventouchit.B:Iunderstandyou’reupset,sir._______.(我只是想弄明白哪里出了問題)4.A:Asthecomputerbreaksdownfrequently,_______.(我想要換貨)B:I’mafraid__________.(按我們的規(guī)定不能因?yàn)橐恍┕收辖o您換貨)5.A:________?(修理費(fèi)用是多少)B:Asyourmachinesarebeyondtheperiodofguarantee,_____.(費(fèi)用得由你方支付，但可