流利说商务英语 Level 6 Unit 2 Part 3(一) Types of Outsourcing
流利说商务英语level6unit2part2(Advertisement)
Lesson 1 Advertising methodAdvertisers use many different strategies to reach consumers. Here are some of the most common ones.Product demonstrationsIn a product demonstration, potential customers are shown how a product works. Because they can see a product being used in person, they may be more likely to buy it.Traditionally, product demonstrations have been held by salespeople in physical stores. Nowadays, brands also use online channels, such as social media.Word-of-mouthWord-of-mouth refers to when customers tell other people about a brand or product they like.When people are satisfied with a product, word-of-mouth may happen naturally.But companies can also encourage it by rewarding customers.For example, some companies give customers discounts if they recommend a product to a friend.Product placementProduct placement is a practice in which a brand pays to feature its products in movies or TV shows.For example, if a character in a television show is drinking a brand of soda, that soda is likely a product placement.While product placement is initially very expensive, it can result in a large increase in sales or brand exposure.Digital advertisingDigital advertising refers to any form of advertising or marketing that appears online.It commonly includes social media, email, and search engine marketing.Digital advertising allows companies to leverage analytics platforms to gather sophisticated data from users.Lesson 2 Making an adAdvertisersAdvertisers are businesses that pay money to create ads and show them to an audience. They own the product or service that is being advertised.Frequently, advertisers hire advertising agencies to design ads.They also pay publishers, like social media sites, to access advertising space and distribute ads.Advertising agenciesAn advertising agency is a company that creates advertisements.It is also involved in marketing and branding strategies, such as logo design.Ad agencies are often hired to give a new perspective on how to promote a brand or product. Because ad agencies are independent from their clients' marketing teams, they often offer fresh and creative ideas.PublishersA publisher owns a platform that advertises a product or service.They earn money by selling ad space to advertisers.Examples of publishers include newspapers, websites, or apps like WeChat and Instagram. Advertisers often choose publishers to gain access to a particular audience or demographic. Accounts departmentIn an ad agency, the accounts department is responsible for managing client relations.It is made up of account executives and led by an account director.It meets with clients, listens to their feedback, and brings in new business.It also works with the creative department to make sure ads meet client needs.Creative departmentThe creative department is responsible for ads, logos, and any other work produced by the agency.It is led by a creative director, and often consists of copywriters and designers.The creative department takes client feedback and tries to turn it into engaging ads or marketing campaigns.Media planning departmentThe media planning department oversees the distribution of an ad or marketing campaign. It chooses a mix of media platforms to reach a target demographic.It is also responsible for analyzing data to track the performance of a campaign.Lesson 3 evaluating an online adAnalytics platformAn analytics platform is a software that allows an advertiser to track the performance of its online advertisements.This software is able to monitor metrics such as how many times an ad was clicked or whether an ad led to a sale.Seeing how people engage with online ads allows companies to make their marketing strategies more targeted.Cost per Impression(CPI)Cost per Impression refers to how much an advertiser pays each time an ad is displayed on a website.Advertisers must pay every time their ads appear on a platform, whether they are clicked or not.By tracking CPI, it's possible to see if the ad is getting a strong return on its investment. Cost per Click (CPC)Cost per Click refers to what an advertiser pays each time an ad is clicked by a potential customer.Cost per Click depends on the publisher.On search engines, companies will bid on keywords to use in ads, with certain words costing more money.But social media and other platforms typically charge a fixed price.Cost per Order (CPO)Cost per Order refers to the cost of advertising divided by the number of orders from customers.It is commonly used in online advertising to determine the effectiveness of a company'smarketing.To reduce this cost, advertisers can either cut costs from their search budget or try to boost conversions.Lesson 4 Qualities of Good AdsEvery advertisement should contain certain qualities.Here are some qualities of good ads.MemorableA memorable ad is easy to remember, because it is special or unusual.Even if an ad is strange, as long as customers can remember it , they are more likely to buy from the company.Advertisers use music, design and interesting stories to try to make their ads memorable. PersuasiveA persuasive ad give a strong and effective reason for why customers should buy a product or service.For example, a make up advertisement may try to persuade customers by saying using the make-up will give them more confidence.Advertisers invest heavily in market research in order to understand how to persuade their target market.EntertainingAn entertaining ad uses humor to make the audience laugh.An example of entertaining ad would be a talking dog discussing its favorite brand of dog food.The more entertaining an ad is, the more likely it is to go viral, which helps to build awareness of a brand.InspiringAn inspiring ad uplifts and energizes its audiences.For example, a famous athlete or CEO may appear in as ad to deliver an inspiring message to the audience.This inspiration can create the mindset that the audience will excel in a certain area after purchasing the product.TouchingA touching ad connects with audiences through feelings of happiness, hope or sympathy. For example, a father who doesn’t have any money saves up a month to buy her daughter a doll she really wants for Christmas.Watching the father do everything he can to make his daughter happy may be very touching.Touching ads help businesses close a deal if they can capture customers’ minds and hearts.。
流利说商务英语 Level 6 Unit 2 Part 1(一) CSR Terminology
流利说商务英语Level 6 Unit 2 Part 1(一) CSR Terminology Corporate social responsibility or CSRCorporate social responsibility, or CSR is the idea that a company should help the environment and society.Through CSR programs, businesses can contribute to society while also boosting their own image.Depending on the company, CSR can take on many forms, like philanthropic giving. PhilanthropyPhilanthropy is when a corporation donates money to a cause or organization that helps people.Corporate philanthropy is a common approach to CSR.Typical forms of corporate philanthropy include monetary donations and aid given to non-profit organizations and deprived communities.For example, PepsiCo has a program called Food for Good, which donates healthy meals to children.Sony's CSR policy states its activities can improve social sustainability while advancing Sony's business value.Companies engage in philanthropy to help make the world a better place.halo effectThe halo effect is a favorable perception people have of a company.If a company has halo effect, customers will overlook its negative aspects in favor of its positive ones.When a company engages in CSR, it can create halo effect for itself.This can improve customer loyalty and give a company a reputation for social responsibility.triple bottom lineThe triple bottom line refers to people, planet, and profit.Companies engage in CSR because they believe the well-being of people ,the planet, and the company are interrelated.People refers to the human capital bottom line.It calls for fair labor practices and beneficial business practices toward the community where the business operates.Planet is the environmental bottom line.It calls for sustainable environmental practices as well as reversing the damage done to the environment.Profit is the economic bottom line.It refers to economic value created by the organization.。
流利说商务英语 Level 6 Unit 2 Part 1(四) Manifestations of CSR
流利说商务英语Level 6 Unit 2 Part 1(四) Manifestations of CSR sponsorshipSponsorship is money given by a company to support a person or an organization.A company can sponsor events to show its commitment to improving society.For example, GasTerra, a green gas company, sponsors Walk for Life, an event which raises money for cancer research in young adults.disease preventionCSR efforts also include disease prevention.Companies may focus on food safety, dental health, vaccines, and immunization.For example, to improve food safety, a food company may use cleaner ingredients and production methods.Areas such as food safety, dental health, vaccines, and immunization are examples of disease prevention.McDonald's believes that by sponsoring the Olympics, it can create both social and commercial value.Takeda's global CSR programs focus on disease prevention in developing and emerging countries.environmental initiativesEnvironmental initiatives are activities that promote environmental awareness and sustainability.Sustainability efforts can help companies reduce pollution and energy consumption. And other philanthropic activities can also improve the company's public perception.ethical labor practicesEthical labor practices refer to the fair treatment of employees.They also focus on improving labor practices of other companies around the world. For example, IKEA has done this by fighting against child labor in the supply chain.What kind of CSR may focus on how much energy a company uses? environmental initiatives.What are vaccines and immunization examples of? disease prevention.Google powers its offices through wind energy, which is cleaner and cheaper than other energy sources.Thai Union strives to implement ethical labor practices in the seafood industry by bringing an end to human trafficking.。
英语流利说懂你英语 Level6 Unit1 Part2 Listening (2)
英语流利说懂你英语Level6 Unit1 Part2 Listening Talking about Verbs-2When we talk about experience or results, we use past perfect form.This form uses “have” followed by the participle.For regular verbs, these participle are identical to the past tense form.For irregular verbs, these participle are often different.When we use the perfect form, the primary focus on the subject of the sentence, not the verb. It emphasizes condition, experience or result, rather than actions or events.In these two examples we see the contrast.She has already left hotel.She left the hotel a few minutes ago.The top sentence gives the condition or state of the subject, and the bottom sentence expresses an event.The top sentence describes the condition of the subject of the sentence “she” rather than the event.The fact that she has left the hotel is now part of her experience or state of being.The bottom sentence expresses the action or event, she left, which is something she did.In general, the past tense form expresses events or acts, and the perfect form expresses experience or conditions. When we use the perfect form of the verb, we focus on the state of the subject, and not an action or event.He enjoyed his studies and graduated a few months ago. Now that he had graduated, he’s ready to get a job.Note that the past form expresses the events that are persific points or periods of time, such as the last year or past five years.He worked at several companies. (in the past)He finished the project last week. (in the past, last week)These events are distance from the speaker’s point of view.The perfect form expresses something from the speaker’s point of view, not distance in time. He has worked at several companies. (his experience now)He has finished the project. (his experience now)These two sentences are incorrect and confusing because they give two different points of view. He has worked at the company until last week. (incorrect)He has finished the project last week. (incorrect and confusing)Here are some sentences that use the perfect form.He has finished practicing.He has been practicing.She may have eaten.Her computer may have been stolen.Some are simple, such as the first one, and some are complex, like the last one.The last one is complex because it combines many verb forms, including the passive.He must have taken her computer with him.He have practiced hard, so he should do well in the competition.He took his computer with him because he wants to work at home.He may have taken his computer with him, but I’m not sure if he did or not.He may have been travelling when he got sick.It might have been broken by the accident.He may have been arrested by the police.The fire might have been started by someone.He may have been injur当我们谈论经验或结果时，我们使用过去完成形式。
流利说商务英语 Level 6 Unit 2 Part 2(四)Qualities of Good Ads
流利说商务英语Level 6 Unit 2 Part 2（四）Qualities of Good Ads Every advertisement should contain certain qualities.Here are some qualities of good ads.memorable 难忘的A memorable advertisement is easy to remember because it is special or unusual. Even if an advertisement is strange, as long as customers can remember it, they're more likely to buy from the company.Advertisers use music, design, and interesting stories to try to make their ads memorable.persuasive 有说服力的A persuasive advertisement gives strong and effective reasons for why a customer should buy a product or service.For example, a make-up advertisement may try to persuade customers by saying using the make-up will give them more confidence.Advertisers and companies invest heavily in market research in order to understand how to persuade their target market.entertaining 有趣的An entertaining advertisement uses humor to make the audience laugh.An example of an entertaining ad would be a talking dog discussing its favorite brand of dog food.The more entertaining an ad is, the more likely it is to go viral, which helps to build awareness of a brand.If customers can remember an advertisement, they're more likely to buy from the company.The Under Armour ad was memorable because of the icon as well as the storytelling. The AirBnB commercial persuades customers that using its service will give them a better travelling experience.Subaru released an entertaining ad of a dog driving a car.A persuasive advertisement might say its product will increase the customers' confidence.inspiring 鼓舞人心的An inspiring ad uplifts and energizes its audience.For example, a famous athlete or CEO may appear in an ad to deliver an inspiring message to the audience.This inspiration can create the mindset that the audience will excel in a area after purchasing the product.touching 动人的A touching ad connects with audiences through feelings of happiness, hope, or sympathy.For example, a father who doesn't have any money saves up for months to buy his daughter a doll she really wants for Christmas.Watching the father do everything he can to make his daughter happy may be very touching.Touching ads help a business to close a deal if they can capture consumers' minds and hearts.Inspiration can create the mindset that the audience will excel in a certain area after purchasing the product.Nike has an inspiring ad of disabled athletes competing in the Olympics.I just saw a touching ad from Liulishuo that shows the app helping students learn English in poor areas of China.An example of touching ad might be a poor father buying a holiday gift for his child.。
流利说商务英语 Level 6 Unit 2 Part 2(五)Advertising Basics
流利说商务英语Level 6 Unit 2 Part 2（五）Advertising BasicsSo, to be brief, Pearl Soaps has been looking for an agency to launch the digital campaign for its new organic product, and next week we will be meeting with their team to pitch our ideas.Awesome. Pearl Soaps owns, what, like 10% of skincare market?Yeah, it's a huge opportunity.But before I have the creative team start working on concepts and designs, I first want us to brainstorm our strategy a nd how we could execute it.Pearl has given us a brief report including their target audience and business goals for this product.OK, it says they want to build the awareness among women in their twenties who are interested in the organic lifestyle.Before the creative team begins to design the campaign, he would like to discuss their strategy.What will they use to develop their strategy?Pearl Soaps' research report.They want to target young women who are interested in organic products.Well, if that's the target audience, we should focus on social media, since that's where most of them spend their time.Right. And Pearl already has a massive social media following across all the major platforms.Their biggest following is on WeFace, with got 8 million followers.And their second biggest is on ChatLine, with have 700 thousand.How large is Pearl following on social media?It's extremely large.That's great. Any kind of content that we post for Pearl will already have good visibility.What is their content like on each platform?If you look at the WeFace and ChatLine pages, you'll see that they're mainly post photos, and their content is identical across both platforms.What does Pearl Soaps post in their social media pages?It posts photo content. They have a massive social media following.It mainly posts photos on its social media channels.Its largest following is on WeFace, where they have 8 million followers.But, different types of content perform better on different platform, right? Yeah. In the work I've done, users on WeFace have tended to share videos much more than photos. But on ChatLine, there has been more user engagement with images.So we could develop unique content for each platform.For example, we could do a video series for WeFace but a photo campaign for ChatLine.These are good ideas but not every woman and Pearl's target audience is following their social media accounts.What can we do to reach those potential customers who haven't followed them on social media yet?Well, social media also has paid advertising features, which we've had access with in the past.By using paid advertising, Pearl Soaps could reach some potential customers.How well social media content performs depends on the platform.Platforms like WeFace have paid features that allow us to identify any user we want based on their data.For example, we could target users in major US cities who follow organic lifestyle blogs or even Pearl's competitors.It's the fastest way for a company to expand its reach.How does paid advertising target users?It analyzes their user data.All right, we are off to a great start.Tomorrow I'll arrange a meeting with creative team to share the strategy and get them working on their ideas for the content.So please prepare a short summary of what we've discussed today.Then we can start getting into the nuts and bolts of the pitch.Great, can't wait to get started on this!Yeah,I feel I won't be sleeping much for the next few nights, but I'm super excited.。
英语流利说懂你英语 Level6 Unit1 Part3 Listening (2)
英语流利说懂你英语Level6 Unit1 Part3 Listening Depression&Treatment-2Because the treatment wasn’t working Jack tried something new.He decided to use brain scans to look inside Bob’s brain.Brain scans are a way to look inside the brain to see how it was functioning.What the scans showed about Bob was crucial.They showed that his brain was damaged in a way that nobody had anticipated.There were significant damage to the front part of his brain.An injury in this part of brain can contribute to depression and negative feeling.It can also contribute to feelings of anger and rage.The fact that his brain was injured and unbalanced explained why the treatment hadn’t work.The brain sc ans showed why the medications and other treatments hadn’t worked.They had failed because they didn’t address the brain injury.After discuss the injury with Bob and his parents, they concluded that the cause of the injury was from playing soccer.In fact Jack knew of quite a few soccer players who had suffered head injuries from playing that sport. Heading a hard soccer ball many times can damage the brain.If he hadn’t played soccer, his brain wouldn’t have been injured.With this new information, Jack used a new medicine to treat the injury.Gradually Bob improved and after a few months was close to full recovery.He no longer had any signs of depression and was finally able to return to school.Alternately Bob graduated from his universi ty with honers and entered a famous law’s school.From this experience Jack realized that the brain imaging had allowed him to save Bob’s life.If he hadn’t been for the scans Bob would have ended up killing himself.Detecting and treating the injury to the front of his brain was the key step in his treatment. Jack now believed that brain scans can be an important tool for psychiatrists.An injured brain must be healed before other treatments such as vitamins, drugs and counseling, can work.由于治疗无效，杰克尝试了一些新方法。
流利说商务英语Level6Unit2Part5（一）Incoterms
流利说商务英语Level6Unit2Part5（一）Incoterms流利说商务英语Level 6 Unit 2 Part 5（一）IncotermsIncoterms（International Commercial Terms）国际贸易术语Incoterms, or International Commercial Terms, are rules which describe the responsibilities of buyers and sellers when delivering goods.They determine which costs should be paid by whom.These cost include loading and unloading, insurance, carriage, and customs clearance.Here are a few common incoterms used today.EXW= Ex Works 工厂交货Under Ex Works terms, the seller makes the goods available at a designated location, normally at the seller's factory or depot.Once the goods are placed at the buyer's disposal, the buyer shall be responsible for all costs and risks related to them, such as transport costs, loading costs and insurance.EXW terms are favorable to the seller as it poses minimum obligation to them.FOB= Free on Board [水运] 船上交货价，离岸价格Under Free on Board terms, the seller bears all costs and risks that are related to getting the goods to the port and onto the ship.Once the goods are loaded, the risk of the loss or damage to the goods will be transferred to the buyer.In most countries, FOB is only used for transport by waterway.Rules which determine whether a buyer or seller must incur a particular cost are called incoterms.Under Ex Works terms, they buyer bears all of the transport costs.What cost does the buyer bear under Free on Board terms? marine transport and the unloading of goods.It's imperative for traders to understand the obligations that come with the use of a certain incoterm.Ex Works terms put maximum responsibility on the buyer with minimum responsibility on the seller.If traders are using FOB terms, the buyer assumes the risk after cargo is on board. CFR=Cost and Freight [贸易] 成本加运费价（简称C.&F.）Under Cost and Freight terms, the seller is responsible for transporting the goods to the importer's port.This means the seller must pay all the charges of shipment until the goods arrive at the port of destination.However, the seller is not responsible for any loss or damage to the goods that occurs in shipping.The risk will be passed to the buyer when the goods are on board the vessel.CIF=Cost, Insurance, and Freight 成本、保险和运费Under Cost, Insurance, and Freight terms, the responsibilities are similar to CFR. The seller is still responsible for transporting the goods to the importer's port. However, the seller must obtain insurance for the goods being transported the port. The seller must also provide documents representing cost, insurance, and freight of CIF.Once the carrier gives the documents to the buyer, the seller's obligation ends.DDP=Delivered Duty Paid [贸易][税收] 完税后交货Under Delivered Duty Paid terms, the seller assumes all costs and responsibilities other than unloading.These include shipping, duties, insurance, and any otherexpenses.This makes DDP the most favorable incoterm for the buyer, since the seller bears maximum responsibility.Under CFR terms, when does the seller's obligation end?once the necessary documents are given to the buyer.What costs are not assumed by the seller under DDP terms? unloadingThe seller pays for the carriage of goods to the port of destination while the buyer undertakes the risks once the goods are loaded on the ship at the port of export?CFR CFR' s pricing mechanism involves the seller having the responsibility to get the goods from their warehouse to the destination port.Unlike CFR, CIF requires the seller to purchase insurance for the goods being transported to the port of destination.DDP places maximum responsibility on the seller, making it the most favorable incoterm for the buyer.。
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流利说商务英语Level 6 Unit 2 Part 3(一) Types of Outsourcing Outsourcing is the shifting of a business's jobs, operations, or processes to a third party.
This is typically done to reduce costs or improve efficiency.
Free trade and globalization have led to a large increase in outsourcing to other countries.
Offshoring
Offshoring is the practice of basing a company's business processes in another country.
This allows the company to produce goods cheaply and sell them back to its own country at a low price.
For example, an American car company may manufacture its cars in Mexico.
Onshoring
Onshoring involves bringing an overseas operation back to the country it originated from.
Companies may onshore an operation if the costs of an offshored operation increases or quality suffers.
Onshoring improves communication and lowers management costs for businesses. What has let to an increase in an outsourcing? globalization
If an American computer company wants to offshore, it may manufacture its components in Asia.
Though AT&T is earning record profits, it continues to lay off workers and outsource jobs.
From 2014 to 2016, six percent of companies employing more than 50 people offshored some of their business operations.
Nike plans to use automation in onshore factories to speed up production process. The union called for a three-day strike, demanding an end to the outsourcing of jobs.
Lenovo opened a manufacturing plant in 2012 to onshore its computer assembly operations.
Call center and customer service jobs are considered as some of the most vulnerable to offshoring.
Companies outsource their operations in order to reduce costs or improve efficiency. Business process outsoucing (BPO)
Business process outsoucing involves outsourcing a business operation to a third party.
By outsourcing certain functions, a company can allocate more resources to other operations.
Through BPO, the company can also have access to technologies and resources that it otherwise wouldn't have.
Information technology outsourcing (ITO)
Companies can use IT outsourcing for network infrastructure, software development, and maintenance.
To save money, a company may outsource its IT management by using a third party rather than its own IT team.
However, ITO can put a company at risk since it may allow a third party to access the company's sensitive data.
Knowledge Process Outsourcing (KPO)
Knowledge processing is the process of creating and spreading information.
KPO provides expert-level knowledge and analysis on complicated fields, such as legal services and market research.
Industries such as R&D, business analysis, and financial consultancy may outsource positions to find knowledgeable, qualified experts.
The outsourcing of a business operation to a third party is called business process outsourcing.
What is a risk letting a third party handle sensitive data?The data security may be compromised.
An example of KPO services includes consulting.
Bringing an overseas operation back to the country it originated from onshoring Global figures show that by the end of 2017, 31% of all IT services were outsourced. The Philippines has established itself in the global KPO market as the leading destination.。