新职业英语综合英语2Unit.ppt

,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,职业综合,英语,2,Unit,7,Marketing,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Unit 7,职业综合英語 2,ENGLISH FOR CAREERS,Unit,7,Marketing,新职业英語,Contents,Listening&Speaking,4,Warming-up,1,Reading A,2,Reading B,3,Language Lab,7,Language Lab,7,Writing,5,Mini-project,6,Language Lab,7,Entertainment,8,Warm-up,Task 1,Task 2,Warm-1,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,Personal selling:人员推销/個人推销 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 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,Sample,Task 2 Work in pairs.Look at the following flow chart.Discuss,with your partner and describe the process of organic,foods going through the marketing channel.,Notes,Warm-2-Notes,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 consists of all the institutions and all the marketing activities in the marketing process.,Sample,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 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,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 saw a 9 percent decline compared with March.However,online sales continue to show steady growth in the face of adverse economic conditions.They are expected to grow 11 percent to US$156.1 billion in,following a 13 percent increase in.,Text A-2,2,Given cautious consumer spending,and tight credit,why is online retail,continuing to grow fast while,overall,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,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-commerce 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 be giving customers the ability to order online and pick up in-store,or it could be as simple as,honor,ing 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 fulfillment of customer requests.,Reading A,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.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,Text A-5,5,Increasing attention is being placed on green business practices these days,and an e-commerce platform 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 catalog expenses through email marketing and easily updatable online catalogs.,Reading A,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-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 strategic advantage over in-store retail,where data is much more difficult to capture in a systematic and organized way.,Reading A,Text A-7,7,Ultimately,the strength of online and cross,-,channel,retailing,come,s,down to,effective use,of the Internet and e-commerce platforms.,As e-commerce and technology 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,A-Trans-1,Reading A,多渠道電子商务,1 在美国經济危机時期，開支缩減和企业裁员使零售业陷入了严峻的困境。3月的零售总额比同期下降了九個百分點。而面临同样的經济僵局，网络销售却展現出稳定增長的态势。继增長13%後，网络销售在估计又将增長11個百分點，销售额将到达1561亿美元。,A-Trans-2,Reading A,2 面對消费者開支谨慎和信贷紧缩，网上零售為何會在零售总额下跌的状况下保持迅速增長呢？零售商們只要看看通過多渠道電子商务平台销售所带来的巨大收益和销售成本的減少便可懂得答案。,A-Trans-3,Reading A,3 与店面销售相比，网络销售拥有壹种明显优势：它可以提供多种按需销售的渠道。不過電子商务平台不仅仅是提供壹种新的销售渠道。实际上，零售商目前正运用网络平台增長店面购置量。他們可以运用多种渠道，并通過跨渠道销售将其统壹為壹种整体。這种跨渠道方略可以是顾客在网上订购，然後到店铺提货，或者就是简朴地通過所有渠道兑現代金卡。运用這种方略，零售商可以提供便捷的服务和满足顾客需求来增長销售机會并提高顾客满意度。,A-Trans-4,Reading A,4 零售商還可以通過提高按需购置服务能力来增進网络销售。自動化网络平台使零售商在任何時候都可以接受订單，使消费者可以随時查看他們订單状态。無论消费者會有什么样的购物习惯，通過給他們提供如此便捷的选择，网络零售商可以满足所有顾客的消费需求。,A-Trans-5,Reading A,5 目前，人們越来越重视绿色商业，而電子商务平台正有助于零售商增進环境友好型經营活動。從商业角度来看，由于取消了老式紙质营销和分销措施，零售商得以大大节省销售成本。举例来說，零售商過去常常花费大量资金来印制紙质商品目录，而目前他們可以通過電子邮件和易于更新的在线商品目录来減少這方面的開支。,A-Trans-6,Reading A,6 伴随商业情报的不停发展，越来越多的企业意识到有效的信息搜集和分析系统對于企业的发展是必不可少的。電子商务平台不仅可以简化原始销售数据、客户资料数据和订單处理数据的搜集，也可以简化任何有助于深入理解零售商經营状况的数据的搜集。互联网的数据搜集能力使電子商务平台具有了超越店面销售的战略优势，由于在店面销售中系统而有序地采集数据要困难得多。,A-Trans-7,Reading A,7 最终，网络和跨渠道零售的力量归根結底在于對互联网和電子商务平台的有效运用。伴伴随電子商务和科技的持续发展，将會有越来越多的企业依托電子商务平台来深入理解客户、減少成本、提高运行效率。,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:他作战時体現得非常勇敢。,He fought bravely in 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:在碰到困难的時候有好朋友可以求援真好。,In times of crisis its good to have a friend to turn,to.,a.being careful about what someone says or does,especially to avoid danger or mistakes,Reading A,cautious,e.g.He was very cautious about committing himself to,anything.,Tran:他們對這壹处理危机的措施体現了谨慎的乐观。,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 particular situation;total,Reading A,overall,e.g.The overall result is an increase in population.,Tran:绘完画後，她退後壹步仔细欣赏整体效果。,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 burning.,e.g.His voice was quiet but every word was distinct.,Tran:你的英語口語進步明显。,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,consolidate,e.g.The company has consolidated its position as the,countrys leading gas supplier.,Tran:近来几家當地企业合并构成了壹家大企业。,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 refused to honor his check.,Tran:請遵守协议，工作到该项目結束為止。,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:她没有能力组织好整個部门。,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岛上。,The island is only accessible,by boat.,v.to provide what is desired or needed,Reading A,cater,e.g.They only publish novels which,cater to the mass market.,Tran:她拒绝了他的無理规定。,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:将軍有敌軍的秘密情报。,The general 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:该申請表格已經简化了。,The application forms have,been simplified.,n.the act of collecting useful information about something or someone so that 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:,什么才是人格潜质分析？,(personality profiling-,competency profiling,),What exactly is personality profiling-competency,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:总之，要么給我加钱，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 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 strategic 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-commerce 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?,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 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?,The 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 carefully.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 visitors 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,Benjamin Wood,Manager,Car Products&Accessories,Eastern Supermarket 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,Text B-2,Reading 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 which is beyond criticism in those vital qualities of road-holding and reliability.,Text B-3,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 really speak for themselves.You may also visit our official website for more reviews and recommendations from our ordinary users.,Text B-4,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 discount of 3%on any order received by December 31.,Yours sincerely,Sales Department,B-Trans-1,Reading B,推销函,杰克逊怀特,销售經理,兄弟轮胎有限企业,榆橡大街,加利福尼亚州贝克斯菲尔德市,10月9曰,本杰明伍德,經理,汽車用品与配件部,東部超市集团,主大街14号,加利福尼亚州贝克斯菲尔德市,亲愛的伍德先生：,我們都懂得罗伊牌实心轮胎可以处理許多轮胎方面的問題，是每個車主的梦想之胎。這壹點也為世界各地的报道所证明。,B-Trans-2,Reading B,我們都清晰壹般充气轮胎的缺陷如驾驶员常埋怨的几點：易被刺穿、压力忽然增大時易破裂以及潮湿路面易打滑。而我們的罗伊牌轮胎使您可认為顾客提供壹种在抓地性和可靠性方面無可挑剔的轮胎。,B-Trans-3,Reading B,有关罗伊牌轮胎我們還可以告诉您诸多，不過但愿您能阅讀壹下附寄的来自赛車手、试車员、汽車經销商和制造商的汇报，就再清晰不過了。您也可以访問我們的官方网站理解壹般顾客的评论和推荐。,B-Trans-4,Reading B,虽然您已清晰我們的經销条款，但為了鼓励經销罗伊牌新型实心轮胎的销售，如您在12月31曰前订购，我們将提供3%的尤其折扣。,您真诚的，,杰克逊怀特,销售部,B-Task 1,Task 1 A successful 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-Task,2,Task 2,Try to rewrite the,f,ollowing 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 revolutionize 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,CDBurnerXP,is reliable.,Scientific test shows that,CDBurnerXP,is up to twice as reliable as other leading brands