1、,Unit 7,職業(yè)綜合英語(yǔ) 2,ENGLISH FOR CAREERS,Unit 7 Marketing,新職業(yè)英語(yǔ),Contents,Warm-up,Task 1,Task 2,Warming-up,Warm-1,Warming-up,Task 1 Look at the following pictures and identify the different selling methods.,person-to-person selling,direct mail selling,online selling,telephone selling,Notes,Warm-1-Notes,W

2、arming-up,Personal selling: 人員推銷(xiāo)/個(gè)人推銷(xiāo) is a two-way communication between the seller and the buyer usually face-to-face, via the Internet, the phone and the correspondence. Unlike advertising, a personal sales message can be more specifically targeted on individual prospects and easily altered if the

3、 desired behavior does not occur. Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified.,Warm-2,Warming-up,Sample,Task 2 Work in pairs. Look at the following flow chart. Discuss with your partner and describe the process

4、of organic foods going through the marketing channel.,Notes,Warm-2-Notes,Warming-up,What is a marketing channel?,A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption, which co

5、nsists of all the institutions and all the marketing activities in the marketing process.,Sample,Warming-up,After organic foods are produced, the first step is from agricultural production to wholesaling where they are transferred from producers to brokers, terminal markets, grocery wholesalers and

6、foodservice wholesalers. The second stage is from wholesaling to retailing where the foods are stocked by traditional grocery stores, natural food stores and foodservice outlets. The last step is from retailing to consumption where these organic foods are purchased by consumers.,Reading A,Reading A,

7、Text,Task 1,Task 2,Business Know-how,Text A-1,Reading A,The Multi -channel E-Commerce 1 In the midst of the US economic crisis, cautious spending and downsizing have left the retail industry in serious trouble. March 2009 saw a 9 percent decline compared with March 2008. However, online sales contin

8、ue to show steady growth in the face of adverse economic conditions. They are expected to grow 11 percent to US$156.1 billion in 2009, following a 13 percent increase in 2008.,翻譯,聲音,Text A-2,2 Given cautious consumer spending and tight credit, why is online retail continuing to grow fast while overa

9、ll retail numbers drop? Retailers need to look no further than the great benefits and savings of selling via a multi-channel e-commerce platform.,Reading A,翻譯,聲音,Text A-3,3 The Internet has a distinct advantage over in-store retail: the presence of countless on-demand sales channels. Still an e-comm

10、erce platform doesnt simply offer a new sales channel; retailers are actually increasing in-store purchases using online platforms. In-store retailers with e-commerce platforms may make use of multiple channels and consolidate them through cross-channel retailing. This cross-channel strategy might b

11、e giving customers the ability to order online and pick up in-store, or it could be as simple as honoring gift cards through all sales channels. By implementing a cross-channel strategy, retailers could open up sales opportunities and improve customer satisfaction through convenient services and ful

12、fillment of customer requests.,Reading A,翻譯,聲音,Text A-4,4 Retailers are also able to improve on-demand purchasing capabilities to increase sales online. An automated online platform allows retailers to receive orders at any time and customers to check the status of their order at their convenience.

13、By providing such an easily accessible option for customers, online retailers are catering to all of their customers, no matter what their shopping habits might reflect.,Reading A,翻譯,聲音,Text A-5,5 Increasing attention is being placed on green business practices these days, and an e-commerce platform

14、 helps retailers promote environmentally friendly business practices. From a business point of view, they can save huge costs by cutting out traditional paper marketing and distribution methods. For example, retailers used to spend hundreds of thousands of dollars on paper catalogs. Now they can cut

15、 catalog expenses through email marketing and easily updatable online catalogs.,Reading A,翻譯,聲音,Text A-6,6 With the development of business intelligence, more and more companies are recognizing that an efficient system for data collection and analysis is necessary for growing their businesses. An e-

16、commerce platform simplifies raw sales data capture, as well as data for customer profiling and order-processing informationany data that is necessary for providing a greater understanding of the retailers business. The data collection capabilities of the Internet give e-commerce platforms a strateg

17、ic advantage over in-store retail, where data is much more difficult to capture in a systematic and organized way.,Reading A,翻譯,聲音,Text A-7,7 Ultimately, the strength of online and cross-channel retailing comes down to effective use of the Internet and e-commerce platforms. As e-commerce and technol

18、ogy continue to improve, more and more businesses are relying on e-commerce platforms to gain a greater understanding of their customers, cut costs, and run operations more efficiently.,Reading A,翻譯,聲音,A-Trans-1,Reading A,多渠道電子商務(wù) 1 在美國(guó)經(jīng)濟(jì)危機(jī)時(shí)期，開(kāi)支縮減和公司裁員使零售業(yè)陷入了嚴(yán)峻的困境。2009年3月的零售總額比2008年同期下降了九個(gè)百分點(diǎn)。而面臨同樣的經(jīng)

19、濟(jì)僵局，網(wǎng)絡(luò)銷(xiāo)售卻呈現(xiàn)出穩(wěn)定增長(zhǎng)的態(tài)勢(shì)。繼2008年增長(zhǎng)13%后，網(wǎng)絡(luò)銷(xiāo)售在2009年預(yù)計(jì)又將增長(zhǎng)11個(gè)百分點(diǎn)，銷(xiāo)售額將達(dá)到1561億美元。,A-Trans-2,Reading A,2 面對(duì)消費(fèi)者開(kāi)支謹(jǐn)慎和信貸緊縮，網(wǎng)上零售為什么會(huì)在零售總額下跌的情況下保持快速增長(zhǎng)呢？零售商們只要看看通過(guò)多渠道電子商務(wù)平臺(tái)銷(xiāo)售所帶來(lái)的巨大收益和銷(xiāo)售成本的降低便可知道答案。,A-Trans-3,Reading A,3 與店面銷(xiāo)售相比，網(wǎng)絡(luò)銷(xiāo)售擁有一個(gè)明顯優(yōu)勢(shì)：它可以提供各種按需銷(xiāo)售的渠道。不過(guò)電子商務(wù)平臺(tái)不僅僅是提供一種新的銷(xiāo)售渠道。事實(shí)上，零售商目前正利用網(wǎng)絡(luò)平臺(tái)增加店面購(gòu)買(mǎi)量。他們可以利用多種渠道，并通過(guò)跨

20、渠道銷(xiāo)售將其統(tǒng)一為一個(gè)整體。這種跨渠道策略可以是顧客在網(wǎng)上訂購(gòu)，然后到店鋪提貨，或者就是簡(jiǎn)單地通過(guò)所有渠道兌現(xiàn)代金卡。利用這種策略，零售商可以提供便捷的服務(wù)和滿(mǎn)足顧客需求來(lái)增加銷(xiāo)售機(jī)會(huì)并提高顧客滿(mǎn)意度。,A-Trans-4,Reading A,4 零售商還可以通過(guò)提升按需購(gòu)買(mǎi)服務(wù)能力來(lái)促進(jìn)網(wǎng)絡(luò)銷(xiāo)售。自動(dòng)化網(wǎng)絡(luò)平臺(tái)使零售商在任何時(shí)候都可以接受訂單，使消費(fèi)者能夠隨時(shí)查看他們訂單狀態(tài)。無(wú)論消費(fèi)者會(huì)有什么樣的購(gòu)物習(xí)慣，通過(guò)給他們提供如此便捷的選擇，網(wǎng)絡(luò)零售商可以滿(mǎn)足所有顧客的消費(fèi)需求。,A-Trans-5,Reading A,5 目前，人們?cè)絹?lái)越重視綠色商業(yè)，而電子商務(wù)平臺(tái)正有助于零售商促進(jìn)環(huán)境友好型

21、經(jīng)營(yíng)活動(dòng)。從商業(yè)角度來(lái)看，由于取消了傳統(tǒng)紙質(zhì)營(yíng)銷(xiāo)和分銷(xiāo)方法，零售商得以大大節(jié)省銷(xiāo)售成本。舉例來(lái)說(shuō)，零售商過(guò)去常常花費(fèi)大量資金來(lái)印制紙質(zhì)商品目錄，而現(xiàn)在他們可以通過(guò)電子郵件和易于更新的在線商品目錄來(lái)降低這方面的開(kāi)支。,A-Trans-6,Reading A,6 隨著商業(yè)情報(bào)的不斷發(fā)展，越來(lái)越多的企業(yè)意識(shí)到有效的信息收集和分析系統(tǒng)對(duì)于企業(yè)的發(fā)展是必不可少的。電子商務(wù)平臺(tái)不僅可以簡(jiǎn)化原始銷(xiāo)售數(shù)據(jù)、客戶(hù)資料數(shù)據(jù)和訂單處理數(shù)據(jù)的收集，也可以簡(jiǎn)化任何有助于進(jìn)一步了解零售商經(jīng)營(yíng)狀況的數(shù)據(jù)的收集?；ヂ?lián)網(wǎng)的數(shù)據(jù)收集能力使電子商務(wù)平臺(tái)具備了超越店面銷(xiāo)售的戰(zhàn)略?xún)?yōu)勢(shì)，因?yàn)樵诘昝驿N(xiāo)售中系統(tǒng)而有序地采集數(shù)據(jù)要困難得多。,

22、A-Trans-7,Reading A,7 最后，網(wǎng)絡(luò)和跨渠道零售的力量歸根結(jié)底在于對(duì)互聯(lián)網(wǎng)和電子商務(wù)平臺(tái)的有效利用。伴隨著電子商務(wù)和科技的持續(xù)發(fā)展，將會(huì)有越來(lái)越多的企業(yè)依靠電子商務(wù)平臺(tái)來(lái)進(jìn)一步了解客戶(hù)、降低成本、提高運(yùn)營(yíng)效率。,n. (formal) (used after a preposition) the middle part of something,Reading A,midst,e.g. In the midst of the city there lies a big shopping mall. Tran: 他作戰(zhàn)時(shí)表現(xiàn)得非常勇敢。 He fought bravely in

23、 the midst of the battle.,n. a time of danger and great difficulty,Reading A,crisis,e.g. The company is still in crisis but it has survived the worst of the recession. Tran:在遇到困難的時(shí)候有好朋友可以求助真好。 In times of crisis its good to have a friend to turn to.,a. being careful about what someone says or does,

24、especially to avoid danger or mistakes,Reading A,cautious,e.g. He was very cautious about committing himself to anything. Tran:他們對(duì)這一解決危機(jī)的方法表達(dá)了謹(jǐn)慎的樂(lè)觀。 They express cautious optimism about a solution to the crisis.,a. (only before noun) including all the things or people that are involved in a particul

25、ar situation; total,Reading A,overall,e.g. The overall result is an increase in population. Tran: 繪完畫(huà)后，她退后一步仔細(xì)欣賞整體效果。 When she finished painting, she stepped back to admire the overall effect.,a. clearly seen, heard, understood, etc.; noticeable,Reading A,distinct,e.g. There was a distinct smell of

26、burning. e.g. His voice was quiet but every word was distinct. Tran: 你的英語(yǔ)口語(yǔ)進(jìn)步明顯。 There is a distinct improvement in your spoken English.,to combine things in order to make them more effective or easier to deal with; to strengthen the position of power or success that someone has,Reading A,consolidat

27、e,e.g. The company has consolidated its position as the countrys leading gas supplier. Tran: 最近幾家本地企業(yè)合并組成了一家大公司。 Several local businesses have recently consolidated to form a single large company.,v. to do what someone has agreed to do, often by making a payment,Reading A,honor,e.g. The bank has ref

28、used to honor his check. Tran: 請(qǐng)遵守合同，工作到該項(xiàng)目結(jié)束為止。 Please honor your contract by working until the project is finished.,n. the ability or qualities necessary to do something,Reading A,capability,e.g. Animals in the zoo have lost the capability to catch/of catching food for themselves. Tran: 她沒(méi)有能力組織好整個(gè)

29、部門(mén)。 Organizing a whole department is beyond her capability.,a. that can be used, seen, obtained, etc.,Reading A,accessible,e.g. There is a collection of books recently made accessible to the public. Tran: 只有坐船才能到那座島上。 The island is only accessible by boat.,v. to provide what is desired or needed,Rea

30、ding A,cater,e.g. They only publish novels which cater to the mass market. Tran: 她拒絕了他的無(wú)理要求。 She refused to cater to his ridiculous demands.,n. secret information that is collected,Reading A,intelligence,e.g. According to our intelligence, further attacks were planned. Tran: 將軍有敵軍的秘密情報(bào)。 The general

31、had secret intelligence of the enemy.,v. to make something easier to do or understand,Reading A,simplify,e.g. Try to simplify our explanation for the children. Tran: 該申請(qǐng)表格已經(jīng)簡(jiǎn)化了。 The application forms have been simplified.,n. the act of collecting useful information about something or someone so that

32、 you can give a description of them.,Reading A,profiling,e.g. Criminal profiling consists of analyzing a crime scene and using the information to determine the identity of the perpetrator (犯罪者). Tran: 什么才是人格潛質(zhì)分析？(personality profiling- competency profiling ) What exactly is personality profiling-com

33、petency profiling?,to be able to be explained by a single important point,Reading A,come down to,e.g. What it comes down to is a choice between cutting wages or reducing the number of staff. Tran:總之，要么給我加錢(qián)， 要么我走人。 What it comes down to is either I get more money or I leave.,A-Task-1,Reading A,Task 1

34、 Put the following statements into the right order according to the passage.,A. A cross-channel strategy helps retailers open up sales opportunities and improve customer satisfaction. B. E-commerce platforms will play a more important role in the business world. C. E-commerce platforms hold a strate

35、gic advantage in business data collection. D. E-commerce platforms help retailers promote green business practices and cut costs. E. Online retailers could cater to all customers through automated online platforms. F. Online sales continue to grow during the economic crisis. G. Multi-channel e-comme

36、rce platforms account for the online sales growth.,F G A E D C -B,A-Task-2-1,Reading A,Task 2 Answer the following questions according to the passage.,1. Why is online retail continuing to grow fast while overall retail numbers drop? 2. An e-commerce platform is simply a new sales channel, isnt it?

37、3. What can an automated online platform do for retailers and customers?,Because of the great benefits and savings of selling via a multi-channel e-commerce platform.,No. By adopting a cross-channel strategy, retailers can use an online platform to increase in-store purchases.,It allows retailers to

38、 receive orders at any time and customers to check the status of their order at their convenience.,A-Task 2-2,Reading A,4. How can an e-commerce platform help retailers to save costs? 5. In terms of business intelligence, what gives e-commerce platforms a strategic advantage over in-store retail?,Th

39、e data-collection capabilities of the Internet.,By cutting out traditional paper marketing and distribution methods.,Business Know-how,Creating an Effective Trade Show Display, Remember that less is more. Keep the images and messages simple, and layouts clean; Select your trade show graphics careful

40、ly. If possible, select simple single images; Create a simple and easy-to-remember headline. Choose a simple and easy-to-read typeface; Be careful when writing your description. Make each word count. Use bullet points and dont get too technical; Make the company name prominent, in the header where v

41、isitors will expect to find it; Feature your website address.,Reading B,Reading B,Text,Task 1,Task 2,Task 3,Text B-1,A Sales Letter Jackson White, Sales Manager Brother Tires Co., Ltd. Elm Oak Street Bakersfield, California Oct. 9, 2010 Benjamin Wood, Manager Car Products & Accessories Eastern Super

42、market Group 14 Main Street, Bakersfield, California Dear Mr. Wood, Reports from all over the world confirm what we have always knownthat the ROY solid tire is not only the solution to a whole lot of the tire problems but also the fulfillment of every car owners dream.,Reading B,翻譯,Text B-2,翻譯,Readi

43、ng B,We will naturally be well aware of the weaknesses of the ordinary air-filled tirepunctures, outer covers which split under sudden stress, and a tendency to skid on wet road surfaces, just to mention only a few of motorists main complaints. Our ROY tire enables you to offer your customers a tire

44、 which is beyond criticism in those vital qualities of road-holding and reliability.,Text B-3,翻譯,Reading B,We could tell you a lot more about ROY tires, but would prefer you to read the enclosed copies of reports from racing car drivers, test drivers, motor dealers and manufacturers. These reports r

45、eally speak for themselves. You may also visit our official website for more reviews and recommendations from our ordinary users.,Text B-4,翻譯,Reading B,You are already aware of our terms of dealing, but to encourage you to hold a stock of the new solid ROY, we are pleased to offer you a special disc

46、ount of 3% on any order received by December 31. Yours sincerely, Sales Department,B-Trans-1,Reading B,推銷(xiāo)函 杰克遜懷特 銷(xiāo)售經(jīng)理 兄弟輪胎有限公司 榆橡大街 加利福尼亞州貝克斯菲爾德市 2010年10月9日 本杰明伍德 經(jīng)理 汽車(chē)用品與配件部 東部超市集團(tuán) 主大街14號(hào) 加利福尼亞州貝克斯菲爾德市 親愛(ài)的伍德先生： 我們都知道羅伊牌實(shí)心輪胎可以解決許多輪胎方面的問(wèn)題，是每個(gè)車(chē)主的夢(mèng)想之胎。這一點(diǎn)也為世界各地的報(bào)道所證實(shí)。,B-Trans-2,Reading B,我們都清楚普通充氣輪胎的缺陷

47、如駕駛員常抱怨的幾點(diǎn)：易被刺穿、壓力突然增大時(shí)易破裂以及潮濕路面易打滑。而我們的羅伊牌輪胎使您能夠?yàn)轭櫩吞峁┮环N在抓地性和可靠性方面無(wú)可挑剔的輪胎。,B-Trans-3,Reading B,有關(guān)羅伊牌輪胎我們還可以告訴您很多，不過(guò)希望您能閱讀一下附寄的來(lái)自賽車(chē)手、試車(chē)員、汽車(chē)經(jīng)銷(xiāo)商和制造商的報(bào)告，就再清楚不過(guò)了。您也可以訪問(wèn)我們的官方網(wǎng)站了解普通用戶(hù)的評(píng)論和推薦。,B-Trans-4,Reading B,雖然您已清楚我們的經(jīng)銷(xiāo)條款，但為了鼓勵(lì)經(jīng)銷(xiāo)羅伊牌新型實(shí)心輪胎的銷(xiāo)售，如您在12月31日前訂購(gòu)，我們將提供3%的特別折扣。 您真誠(chéng)的， 杰克遜懷特 銷(xiāo)售部,B-Task 1,Task 1 A s

48、uccessful sales letter usually follows four steps. Read the letter again and match the steps with the four paragraphs in the body of the letter.,Reading B,A. Motivating the readers action B. Arousing the readers interest C. Getting the readers attention D. Providing the readers benefits,C,B,D,A,B-Ta

49、sk 2,Task 2 Try to rewrite the following sentences in a more appealing and persuasive way.,Reading B,You will be interested in our new toothbrush. Would you like to know which toothbrush most dentists use? 2. Our new digital camera, SHINNING X5, is useful. Heres a digital cameraSHINNINGwhich will re

50、volutionize the way you take photos. 3. The MacroPrinter 3000 is better than other printers in the same price range. Macroprinter 3000: Well above the competition! 4. The Super sports T-shirts are comfortable. The Super sports T-shirtsso comfortable you wont know youre wearing them. 5. The CDBurnerX

51、P is reliable. Scientific test shows that CDBurnerXP is up to twice as reliable as other leading brands.,a. Why wait? Come and buy the machine, right now. Each days delay costs you money. b. In addition, within one year of your purchase of the air conditioner, we will take care of fixing, repairing,

52、 or even replacing it if there is anything wrong. c. And if you would like to spread the cost, you have three years to pay up. d. The price of the air conditioner is very competitive, five percent lower than that of similar products in the market. e. Tests in over 100 business offices have proved th

53、at Luck air conditioners can do this. f. As the increased staff efficiency means greater profits for your business organization, the Luck air conditioner will consequently pay for itself within a limited period of time. g. How would you like to increase the efficiency of your office staff by ten per

54、cent this summer?,B-Task 3,Task 3 Rearrange the following sentences in an appropriate order to form the body of a four-paragraph sales letter.,Reading B,Sample,B-3-Sample,Reading B,How would you like to increase the efficiency of your office staff by ten percent this summer? Tests in over 100 busine

55、ss offices have proved that Luck air conditioners can do this. As the increased staff efficiency means greater profits for your business organization, the Luck air conditioner will consequently pay for itself within a limited period of time. The price of the air conditioner is very competitive, five

56、 percent lower than that of similar products in the market. And if you would like to spread the cost, you have three years to pay up. In addition, within one year of your purchase of the air conditioning, we will take care of fixing, repairing, or even replacing it if there is anything wrong. Why wa

57、it? Come and buy the machine, right now. Each days delay costs you money.,Listening,Listening & Speaking,Task 1,Task 2,Task 3,Task 4,Task 5,L-Task 1-1,Task 1 Pamela Fischer, an American importer, talks with a Chinese salesman at a trade show. Listen to the conversation and fill in the blanks with what you hear.,Listening & Speaking,M: Good morning. May I help you? W: I wonder if you can give me more information about this product youre showing. M: Id be glad to help. Would you like a packet of _? W: Thank you. M: Well, its called the Pocket Reader. Would you like