新职业英语-综合英语2-Unit-7.ppt

职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingUnit 7职业综合英语职业综合英语 2 2ENGLISH FOR CAREERSUnit 7Marketing新职业英语新职业英语职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingContentsListening&Speaking4 Warming-up1Reading A2Reading B3Language Lab7Language Lab7Writing5Mini-project6Language Lab7Entertainment8职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingWarm-upTask 1Task 2职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingWarm-1Task 1 Look at the following pictures and identify the different selling methods.person-to-person sellingperson-to-person selling direct mail sellingdirect mail selling online sellingonline selling telephone selling telephone selling NotesNotes职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingWarm-1-NotesPersonal selling:人员推销/个人推销 is is a a two-way two-way communication communication between between the the seller seller and and the the buyer buyer usually usually face-face-to-faceto-face,via via the the Internet,Internet,the the phone phone and and the the correspondence.correspondence.Unlike Unlike advertising,advertising,a a personal personal sales sales message message can can be be more more specifically specifically targeted targeted on on individual individual prospects prospects and and easily easily altered altered if if the the desired desired behavior behavior does does not not occur.occur.Personal Personal selling,selling,however,however,is is far far more more costly costly than than advertising advertising and and is is generally generally used used only only when its high expenditure can be justified.when its high expenditure can be justified.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingWarm-2SampleSampleTask 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.NotesNotes职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingWarm-2-NotesWhat is a marketing channel?What is a marketing channel?vvA A marketing marketing channel channel is is a a set set of of practices practices or or activities activities necessary necessary to to transfer transfer the the ownership ownership of of goods,goods,and and to to move move goods,goods,from from the the point point of of production production to to the the point point of of consumption,consumption,which which consists consists of of all all the the institutions institutions and and all all the the marketing marketing activities activities in in the the marketing process.marketing process.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingSampleSamplevvAfter After organic organic foods foods are are produced,produced,the the first first step step is is from from agricultural agricultural production production to to wholesaling wholesaling where where they they are are transferred transferred from from producers producers to to brokers,brokers,terminal terminal markets,markets,grocery grocery wholesalers wholesalers and and foodservice foodservice wholesalers.wholesalers.The The second second stage stage is is from from wholesaling wholesaling to to retailing retailing where where the the foods foods are are stocked stocked by by traditional traditional grocery grocery stores,stores,natural natural food food stores stores and and foodservice foodservice outlets.outlets.The The last last step step is is from from retailing retailing to to consumption consumption where where these these organic organic foods foods are are purchased by consumers.purchased by consumers.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingReading AReading ATextTask 1Task 2 Business Know-how职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-1Reading AThe Multi-channelE-Commerce 1 1 In In the the midstmidst of of the the US US economic economic crisiscrisis,cautiouscautious spending spending and and downsizing downsizing have have left left thethe retail retail industry industry in in serious serious trouble.trouble.March March 20092009 saw saw a a 9 9 percent percent decline decline compared compared with with MarchMarch 2002008 8.However,However,online online sales sales continue continue to to showshow steady steady growth growth in in the the face face of of adverse adverse economiceconomic conditions.conditions.They They are are expected expected to to grow grow 11 11 percentpercent to to US$156.1 US$156.1 billion in 2009,following a 13 percentbillion in 2009,following a 13 percent increase in 2008.increase in 2008.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-2 2 2 Given cautious consumer spending Given cautious consumer spending and tight credit,why is online retail and tight credit,why is online retail continuing to grow fast while continuing to grow fast while overalloverall retail numbers drop?Retailers need toretail numbers drop?Retailers need to look no further than the great benefits look no further than the great benefits and savings of selling via a multi-channeland savings of selling via a multi-channel e-commerce platform.e-commerce platform.Reading A职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-33 3 The The Internet Internet has has a a distinctdistinct advantage advantage over over in-store in-store retail:retail:the the presence presence of of countless countless on-demand on-demand sales sales channels.channels.Still Still an an e-commerce e-commerce platform platform doesnt doesnt simply simply offer offer a a new new sales sales channel;channel;retailers retailers are are actually actually increasing increasing in-store in-store purchases purchases using using online online platforms.platforms.In-store In-store retailers retailers with with e-commerce e-commerce platforms platforms may may make make use use of of multiple multiple channels channels and and consolidateconsolidate them them through through cross-channel cross-channel retailing.retailing.This This cross-channel cross-channel strategy strategy might might be be giving giving customers customers the the ability ability to to order order online online and and pick pick up up in-store,in-store,or or it it could could be be as as simple simple as as honorhonoring ing gift gift cards cards through through all all sales sales channels.channels.By By implementing implementing a a cross-channel cross-channel strategy,strategy,retailers retailers could could open open up up sales sales opportunities opportunities and and improve improve customer customer satisfaction satisfaction through through convenient convenient services services and and fulfillment fulfillment of of customer requests.customer requests.Reading A职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-44 4 Retailers Retailers are are also also able able to to improve improve on-demand on-demand purchasing purchasing capabilitiescapabilities to to increase increase sales sales online.online.An An automated automated online online platform platform allows allows retailers retailers to to receive receive orders orders at at any any time time and and customers customers to to check check the the status status of of their their order order at at their their convenience.convenience.By By providing providing such such an an easily easily accessibleaccessible option option for for customers,customers,online online retailers retailers are are cateringcatering to to all all of of their their customers,customers,no no matter matter what what their their shopping shopping habits habits might might reflect.reflect.Reading A职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-55 5 Increasing Increasing attention attention is is being being placed placed on on green green business business practices practices these these days,days,and and an an e-commerce e-commerce platform platform helps helps retailers retailers promote promote environmentally environmentally friendly friendly business business practices.practices.From From a a business business point point of of view,view,they they can can save save huge huge costs costs by by cutting cutting out out traditional traditional paper paper marketing marketing and and distribution distribution methods.methods.For For example,example,retailers retailers used used to to spend spend hundreds hundreds of of thousands thousands of of dollars dollars on on paper paper catalogs.catalogs.Now Now they they can can cut cut catalog catalog expenses expenses through through email email marketing marketing and and easily easily updatable online catalogs.updatable online catalogs.Reading A职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-66 6 With With the the development development of of business business intelligenceintelligence,more more and and more more companies companies are are recognizing recognizing that that an an efficient efficient system system for for data data collection collection and and analysis analysis is is necessary necessary for for growing growing their their businesses.businesses.An An e-commerce e-commerce platform platform simplifiessimplifies raw raw sales sales data data capture,capture,as as well well as as data data for for customer customer profilingprofiling and and order-processing order-processing informationany informationany data data that that is is necessary necessary for for providing providing a a greater greater understanding understanding of of the the retailers retailers business.business.The The data data collection collection capabilities capabilities of of the the Internet Internet give give e-commerce e-commerce platforms platforms a a strategic strategic advantage advantage over over in-store in-store retail,retail,where where data data is is much much more more difficult difficult to to capture capture in in a a systematic systematic and organized way.and organized way.Reading A职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingText A-77 7 Ultimately,Ultimately,the the strength strength of of online online and and crosscross-channelchannel retailing retailing comecomes s down down toto effective effective useuse of of the the Internet Internet and and e-e-commerce commerce platforms.platforms.As As e-commerce e-commerce and and technology technology continue continue toto improve,improve,more more and and more more businesses businesses are are relyingrelying on on e-commerce e-commerce platforms platforms to to gain gain a a greatergreater understanding understanding of of their their customers,customers,cut cut costs,costs,andand run run operations operations more more efficiently.efficiently.Reading A职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-1Reading A多渠道电子商务多渠道电子商务1 1 在在美美国国经经济济危危机机时时期期，开开支支缩缩减减和和公公司司裁裁员员使使零零售售业业陷陷入入了了严严峻峻的的困困境境。20092009年年3 3月月的的零零售售总总额额比比20082008年年同同期期下下降降了了九九个个百百分分点点。而而面面临临同同样样的的经经济济僵僵局局，网网络络销销售售却却呈呈现现出出稳稳定定增增长长的的态态势势。继继20082008年年增增长长13%13%后后，网网络络销销售售在在20092009年年预预计计又又将将增增长长1111个个百百分分点点，销销售售额额将将达达到到15611561亿美元。亿美元。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-2Reading A2 2 面面对对消消费费者者开开支支谨谨慎慎和和信信贷贷紧紧缩缩，网网上上零零售售为为什什么么会会在在零零售售总总额额下下跌跌的的情情况况下下保保持持快快速速增增长长呢呢？零零售售商商们们只只要要看看看看通通过过多多渠渠道道电电子子商商务务平平台台销销售售所所带带来来的的巨巨大大收收益益和和销销售售成成本本的的降降低低便可知道答案。便可知道答案。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-3Reading A 3 3 与与店店面面销销售售相相比比，网网络络销销售售拥拥有有一一个个明明显显优优势势：它它可可以以提提供供各各种种按按需需销销售售的的渠渠道道。不不过过电电子子商商务务平平台台不不仅仅仅仅是是提提供供一一种种新新的的销销售售渠渠道道。事事实实上上，零零售售商商目目前前正正利利用用网网络络平平台台增增加加店店面面购购买买量量。他他们们可可以以利利用用多多种种渠渠道道，并并通通过过跨跨渠渠道道销销售售将将其其统统一一为为一一个个整整体体。这这种种跨跨渠渠道道策策略略可可以以是是顾顾客客在在网网上上订订购购，然然后后到到店店铺铺提提货货或或者者就就是是简简单单地地通通过过所所有有渠渠道道兑兑现现代代金金卡卡。利利用用这这种种策策略略，零零售售商商可可以以提提供供便便捷捷的的服服务务和和满满足足顾客需求来增加销售机会并提高顾客满意度。顾客需求来增加销售机会并提高顾客满意度。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-4Reading A4 4 零零售售商商还还可可以以通通过过提提升升按按需需购购买买服服务务能能力力来来促促进进网网络络销销售售。自自动动化化网网络络平平台台使使零零售售商商在在任任何何时时候候都都可可以以接接受受订订单单，使使消消费费者者能能够够随随时时查查看看他他们们订订单单状状态态。无无论论消消费费者者会会有有什什么么样样的的购购物物习习惯惯，通通过过给给他他们们提提供供如如此此便便捷捷的的选选择择，网网络零售商可以满足所有顾客的消费需求。络零售商可以满足所有顾客的消费需求。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-5Reading A5 5 目目前前，人人们们越越来来越越重重视视绿绿色色商商业业，而而电电子子商商务务平平台台正正有有助助于于零零售售商商促促进进环环境境友友好好型型经经营营活活动动。从从商商业业角角度度来来看看，由由于于取取消消了了传传统统纸纸质质营营销销和和分分销销方方法法，零零售售商商得得以以大大大大节节省省销销售售成成本本。举举例例来来说说，零零售售商商过过去去常常常常花花费费大大量量资资金金来来印印制制纸纸质质商商品品目目录录，而而现现在在他他们们可可以以通通过过电电子子邮邮件件和和易易于于更更新新的的在在线线商商品品目目录录来来降降低低这这方方面面的的开支。开支。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-6Reading A6 6 随随着着商商业业情情报报的的不不断断发发展展，越越来来越越多多的的企企业业意意识识到到有有效效的的信信息息收收集集和和分分析析系系统统对对于于企企业业的的发发展展是是必必不不可可少少的的。电电子子商商务务平平台台不不仅仅可可以以简简化化原原始始销销售售数数据据、客客户户资资料料数数据据和和订订单单处处理理数数据据的的收收集集，也也可可以以简简化化任任何何有有助助于于进进一一步步了了解解零零售售商商经经营营状状况况的的数数据据的的收收集集。互互联联网网的的数数据据收收集集能能力力使使电电子子商商务务平平台台具具备备了了超超越越店店面面销销售售的的战战略略优优势势，因因为为在在店店面面销销售售中中系系统统而而有有序序地地采集数据要困难得多。采集数据要困难得多。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 MarketingA-Trans-7Reading A7 7 最最后后，网网络络和和跨跨渠渠道道零零售售的的力力量量归归根根结结底底在在于于对对互互联联网网和和电电子子商商务务平平台台的的有有效效利利用用。伴伴随随着着电电子子商商务务和和科科技技的的持持续续发发展展，将将会会有有越越来来越越多多的的企企业业依依靠靠电电子子商商务务平平台台来来进进一一步步了了解解客客户户、降低成本、提高运营效率。降低成本、提高运营效率。职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 Marketing n.(formal)(used after a preposition)the middle part of something Reading Amidst e.g.e.g.In the midst of the city there lies a big shopping mall.Tran:Tran:他作战时表现得非常勇敢。He fought bravely in the midst He fought bravely in the midst of the battle.of the battle.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 Marketing n.a time of danger and great difficulty Reading Acrisise.g.e.g.The company is still in crisis but it has survived the worst of the recession.Tran:Tran:在遇到困难的时候有好朋友可以求助真好。In In times times of of crisis crisis its its good good to to have have a a friend friend to to turnturn to.to.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 Marketing a.being careful about what someone says or does,especially to avoid danger or mistakes Reading Acautious e.g.e.g.He was very cautious about committing himself to anything.Tran:Tran:他们对这一解决危机的方法表达了谨慎的乐观。They They express express cautious cautious optimism optimism about about a a solutionsolution to the crisis.to the crisis.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 Marketing a.(only before noun)including all the things or people that are involved in a particular situation;totalReading Aoveralle.g.e.g.The overall result is an increase in population.Tran:绘完画后，她退后一步仔细欣赏整体效果。When When she she finished finished painting,painting,she she stepped stepped back toback to admire the overall effect.admire the overall effect.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 Marketing a.clearly seen,heard,understood,etc.;noticeable Reading Adistinct e.g.e.g.There was a distinct smell of burning.e.g.e.g.His voice was quiet but every word was distinct.Tran:你的英语口语进步明显。There There is is a a distinct distinct improvement improvement in in your your spokenspoken English.English.职业综合职业综合职业综合职业综合英语英语英语英语 2 2 2 2Unit 7 Marketingv.to combine things in order to make them more effectivevi.or easier to deal with;to strengthen the position of powervii.or success that someone hasReading Aconsolidate e.g.e.g.The company has consolidated its position as thecountrys leading gas supplier.Tran:最近几家本地企业合并组成了一家大公司。Several Several local local businesses businesses have have recently recently consolidatedconsolidated to fo