市场营销英语讲义.docx

Unit 1 First Contact
WORD CHECK (I)
marketing Manager
person in charge of the marketing department
computer Manager
person in charge of the computer department
to be over
to be here on a visit from another country
host
person who invites or receives guests
these parts
this area
1. LISTENING (I)
You are going to hear a number of people introducing themselves. Some of the introductions involve two people, some involve three. As you listen, number these conversations in the order you hear them.

A Hello, I’m……
Nice to meet you, My name’s…….
B Hello, let me introduce myself. My name’s…….
Pleased to meet you, I’m……..
C I don’t know anyone here. You’ll have to introduce me.
Of course. Roger, this is…….
Nice to meet you.
D How do you do? My name’s……
Nice to meet you. Mine’s…….
E I haven’t met your Managing director yet.
Oh, I’m sorry. Doctor Mannheim, this is……
Very nice to meet you.
F Let me introduce you two. Maxine, this is Francis.
Nice to meet you.
G Could you introduce me to the Marketing Manager?
Of course, Philip, Let me introduce you to …….
Nice to meet you
2. READ AND LEARN
WORD CHECK (II)
Plc
Public Limited Company. A company whose shares you can buy on the Stock Exchange
annual
every year, yearly
software
programs for a computer system
development
planning new products
Personnel department
section of a company which deals with staff welfare, records,training and recruitment
colleague
fellow worker in a company or profession
Accounts Department
section of a company which deals with money paid or received
market research
examination of the possible demand for a product before it is put on the market
Personal Assistant
secretary who provides special help to a manager or director
Finance
section of a company which controls a company’s money
Production Department
section of a company which deals with the making of the company’s products
fashion designer
person who plans new styles in clothes
1. LISTENING(II)
Manders Plc are having their annual party. Listen to the dialogues overheard at the party. Match up the people’s names with their type of work. The first one has been done for you.
2. READ AND LEARN
Names
Type of work
1. Peter
2. John
3. Susan
4. Mike
5. Sarah
6. Mr fields
7. Martin
8. Jean
9. Jean’s husband
a. Production
b. Personal Assistant
c. Software development
d. Market research
e. Fashion design
f. Personnel
g. Accounts
h. Sales
i. Finance
3. PRESENTATION
We use a variety of prepositions to indicate work relationships.
e.g. I work for Manders(they are my employers)
I work at Manders (the place)
I work with Manders (a sense of collaboration)
I’m in computers (general type of work)
I’m on the market research side (general type of work)
I’m in the Sales Department (specific place of work)
4. PRACTICE
Group work
1. Introduce yourself to the others.
2. Introduce the other two to each other.
3. Ask to be introduced.
4. Tell your job and place of work.
Unit 2 Company Organization-----Presenting the Company
WORD CHECK (I)
organizational
showing the way a company is organized
structure
organization
Managing Director
Director who is in charge of a whole company
executives
People who put decisions into action
personnel
staff
training
teaching employees how to do something
rationalisation
making more efficient
region
part of a country / an area
to split
to divide
matrix (basis)
organized according to two sets of criteria, e.g. geographical and functional
section
part of a company
subsidiary
company which is owned by a parent company
affiliate
company wholly or partly owned by another company
1. LISTENING (I)
Listen to the presentation about Rossomon Plc., complete the organization chart below.

2. READ AND LEARN
3. PRESENTATION
This section demonstrates some of the language used to describe an organization in terms of:
l Hierarchy
l Responsibilities/functions
l Titles
l Affiliates
l Structure

Hierarchy
The company is headed by the MD.
The Sales Director reports to the MD.
The Sales Director is under the MD.
The sales Director is accountable to the MD.
The Sales Director is supported by a sales team.
The Sales Director is assisted by an Assistant Sales Manager.

Responsibilities/functions
The finance Department is responsible for accounting.
The R&D (Research and Development) Department takes care of new product development.
The Administration Manager is in charge of personnel.

Titles
Below are the main managerial titles with the US equivalents in brackets:
Chairman (President)
Managing Director (chief Executive Officer/Senior Vice- President)
Finance Director (Vice-President-Finance)
Sales Manager (Sales Director)
Note: The Directors and Chairman of a company usually sit on the Board of Directors (Executive Board)

Affiliates
X is the Parent company.
A, B and C are subsidiaries (more than 50% owned by the parent)

Structure
The Car Division consists of the Production Department and the Sales Department.
The Production Department comprises the Methods Section and the Maintenance Section.
The Sales Department is made up of the Advertising Section and the After-sales Section.
4. PRACTICE
Pair work:
Describe the typical management structure of a British company.

Chairman
Managing
Director
Financial
Director
Marketing
Director
Production
Director
Personnel
Officer
Chief
Accountant
Sales
Manager
Public
Relations
Manager
Advertising
Manager
Works/
Factory
Manager
Purchasing
Manager

Presenting Information ----Structuring Ideas
Focus: A Personnel director giving an informal presentation on the structure and organization of the department.
WORD CHECK (II)
to head
be at the top of, be in charge of
to represent
act officially for
to co-ordinate
bring together
selection
choice
manpower
number of workers needed
to handle
look after (a task)
pension
amount of money paid regularly after a person stops work, either because of old age or illness
post
job
the press
newspapers in general
policy
fixed plan
recession
period of little economic activity
to deal with
organize, look after (a task)
to take care of
organize, look after (a task)
1. LISTENING(II)
PERSONNEL DIRECTOR
&

Manager
&

Manager

&

Manager

&

Manager

Main responsibilities:
looks for

handles
and

in charge of
and

deals with

between
and
Listen to the Personnel director of Rossomon plc explaining the structure and organization of the department to a new member of her team. As you listen, complete the organization chart.

2. READ AND LEARN
3. PRESENTATION
A presentation is a talk given by a speaker to one or more listeners. To be effective, the speaker’s message must pass to the listeners, i.e. it must be heard and correctly understood. The elements of an effective presentation are:
1. the effective organization of the information
2. the effective delivery of the information
3. the effective use of language.
Below, the skills and techniques needed to organize information effectively are identified.
Organization of information
--Transparency of structure:
have a clear beginning, middle and end.
--Organization of content:
Identify clearly the main points and the supporting points.
In the listening extract, the speaker followed a number of steps:
greet
introduce talk
introduce self
conclude
invite questions
summarize
outline talk
Present main part, divided into:
Point 1
Point 2
Point 3
etc

4. PRACTICE
Pair work
Follow the presentation flowchart above, to give a short talk (maximum 5 minutes) to a new member of your company, department or sports/social club. Decide before hand what your and your partner’s roles are.
Your presentation should:
--- include the relevant information
--- have a clear structure
--- make that structure clear by using appropriate language

Unit 3 Telephone Etiquette
Telephoning 1 -----Making arrangements
WORD CHECK (I)
installation
the process of putting new machines into an office or a factory
complicated
difficult
technician
skilled technical worker
to sort out
to put right
to fix
to arrange
to manage
to be able to do something, e.g. meet on Tuesday
to suit
to be suitable or convenient
1. LISTENING (I)
Listen to the three telephone calls. As you listen, complete the table below.
Call
Name of person called
Name of caller
Reason for call
Result of call
1

2

3

2. READ AND LEARN
3. PRESENTATION
The telephone conversations you heard in the dialogues included a number of steps, in particular:
n Identifying yourself/your company
n Asking the caller to identify himself/herself
n Asking for a connection
n Taking/leaving a message
n Explaining the reason for the call
n Making appointments
n Signing off
Now look at the language used in these steps.
1.Identifying yourself/your company
Krondike Electronics. Can I help you?(a typical switchboard)
John Bird speaking
This is Pete Edwards
John here
2. Asking the caller to identify himself/herself
Who’s calling please?
3. Asking for a connection
I’d like to speak to _______________________, please.
Could you put me through to _______________, please.
I’d like to speak to someone about deliveries, please.
4. Taking/leaving a message
I’m afraid he’s out at the moment. Can I take a message?
Can you ask him to call me back?
5. Explaining the reason for the call
The reason I called is _____________________.
I am (just) phoning to ____________________.
6. Making appointments
Could you manage Tuesday?
What about Friday?
Shall we say two o’clock?
Just a moment, I’ll get my diary.
I’m sorry, I’m out all day.
Friday would be fine.
That suits me.
7. Signing off
I look forward to seeing you.
Thanks for calling.
Goodbye.
Bye.
4. PRACTICE
Pair work
Student A:
1) You are a Peterson. Telephone Student B and ask to speak to B Rogers(you can use the title Mr/Mrs/Miss/Ms or their first name). You want to speak to him/her about an order. Your telephone number is [phone]
2) B Rogers calls you back. You want to order some shoes. Before you order you would like to know the price for 10 pairs of model A293. confirm the price and tell him/her you will fax the order right away.
3) You are A Taylor. Telephones Student B(B Dunn) to arrange a meeting to discuss your visit to Japan. You want to meet next week. Below is your diary for next week.
Monday
Thursday
Morning
Morning
Meeting with sales manager 10:00-12:00
Lunch with children
Lunch with Ross
Afternoon
Afternoon Prepare report
Board Meeting 14:30-17:00
Tuesday
Friday
Morning
Morning Leave for Japan
Afternoon visit Ross factory 14:00-18:00
afternoon
Wednesday
Saturday Sunday
Morning 09:00 meet sales reps

11:00 drive to Manchester

Afternoon Visit two clients

15:00--- Mr peacock

16:00---Miss Davis

Telephoning 2 -----Information Handling (Late Payment)
Focus: Making phone calls to chase late payments
WORD CHECK (II)
invoice
bill
payment
money given in return for goods or services
to transfer
move, e.g. money, from one place, e.g.a bank, to another
to sort out (a problem)
solve….
enquiry
question
to credit
put money into an account
round figure
number ending in 0, e.g. 3,500
a charge
money that must be paid for a service
to convert
change from one currency to another
1. LISTENING (II)
Listen to a series of three phone calls about late payment of invoices. As you listen, complete the table below.
Call 1
Name of caller:
Person called:
Date of invoice:
Action
-- What:
-- When:
Call 2
Bank account details:
Number:
--Bank name:
Action
-- What:
-- When:
Call 3
Company name:
Credit
-- Actual amount:
-- Expected amount:
-- Day:
2. READ AND LEARN
3. PRESENTATION
In the phone calls, the parties used the following techniques for handling problems:
n Asking for repetition
n Asking for clarification
n Asking for verification
n Asking for spelling
n Correcting information
Below are some sentences that you can use:
1) Asking for repetition
You may need to ask for repetition in two situations: if you didn’t hear what was said, or if you didn’t understand what was said,
A: if you didn’t hear, you can use one of these phrases:
Sorry?(with a rising intonation)
Pardon? (with a rising intonation)
Pardon me? (with a rising intonation)(US)
Excuse me? (with a rising intonation)(US)
Another strategy is to state your problem and then make a request.
Stating your problem:
(I’m) sorry. I didn’t hear what you said.
I didn’t quite catch what you said.
I didn’t quite catch that.
Making your request:
Could you repeat what you said, please?
Could you repeat that /say that again, please?
B: If you didn’t understand, you can state your problem and then make a request:
Stating your problem:
(I’m) sorry. I don’t quite follow you.
I don’t understand what you’ve just said.
Making your request:
Could you go over that again, please?
2) Asking for clarification
I you feel the speaker is being vague or imprecise; you can use one of the following expressions to ask for more precise
Information:
What do you mean, exactly?
What exactly do you mean by ‘incorrect bank details’?
Could you explain what you mean, please?
3) Asking for verification
If you want to check that you have understood what the speaker has said, you can use one of the following expressions:
Did you say the