《精选》商务英语unit4-Marketing.ppt
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商务英语综合教程第4册Unit
Learn how to create a positive
relationship and establish trust with
international counterparts.
3
Negotiation Techniques
Explore proven strategies and tactics for achieving win-win outcomes in cross-border negotiations.
open dialogue among diverse teams.
3
Building Team Cohesion
Explore strategies for strengthening teamwork and leveraging diversity for innovation and success.
Master the art of effective negotiations in the international business arena.
1
Preparation
Discover the crucial steps to take
Building Rapport
2
before entering into international business negotiations.
Financial Strategies
Discover how global economic factors impact business decisions and learn effective financial management techniques.
Managing Diversity in the Workplace
商务英语课程课件Unit 4 Business
Emotional intelligence
Manage your own emotions and identify the other party's emotional state during negotiation
03 Business Practice Cases
Case analysis of successful enterprises
Multinational Corporation Operations
To supervise or influence an audience's opinion or behavior
Business presentation skills
• To communicate a company's values, goals, and vision
Business presentation skills
Make offers and counteroffers to reach a consensus
Close the deal by agreeing on terms and conditions
Business negotiation skills
Key Skills
Listening: Listen actively to understand the other party's position and needs
• SWOT Analysis: A strategic planning tool that assesses the Strengths, Weaknesses, Opportunities, and Threats affecting a business or organization
Manage your own emotions and identify the other party's emotional state during negotiation
03 Business Practice Cases
Case analysis of successful enterprises
Multinational Corporation Operations
To supervise or influence an audience's opinion or behavior
Business presentation skills
• To communicate a company's values, goals, and vision
Business presentation skills
Make offers and counteroffers to reach a consensus
Close the deal by agreeing on terms and conditions
Business negotiation skills
Key Skills
Listening: Listen actively to understand the other party's position and needs
• SWOT Analysis: A strategic planning tool that assesses the Strengths, Weaknesses, Opportunities, and Threats affecting a business or organization
商务英语口语-UNIT-4ppt课件
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Pair Work-Task 1
Situation
Payment
One of you is a Chinese CD player manufacturer, the other is a Korean business person. The Korean wants to import from the Chinese the equipment and technology need to make CD player in Korea.
10.output 产量，产出 e.g. The crop annual output increased thanks to the favorable weather.
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11.as a result A结.果Talking on the Phone
e.g. He got up late this morning. As a result, he missed the train.
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A. Talking on the Phone
16. productivity 生产率
17. expand 扩大，扩展 e.g. She expanded her store by adding a second room.
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Key Sentences
1.Would you like to look around the factory first? 2.This is our office block. 3.I’ll take you to the assembly shop. 4.I hope the noise isn’t bothering you. 5.I’m accustomed to this sort of thing. 6.If there’s some place you’d like to stop, don’t hesitate to ask. 7.I’ll show you a multimedia presentation about our company.
商务英语Unit 4PPT课件
- to record the main points clearly so that another person can understand clearly.
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4.1 Summarizing a conversation
Part B ❖ Listen to the recording and decide
Business letter writing
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4.2 Using notes to write a report
Objectives: 1. Practise transforming notes into a
connected text. 2. Learn to link up ideas and add
missing elements. 3. Develop skills of expanding notes
into paragraphs
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4.2 Using notes to write a report
❖ Vocabulary investigate health and safety provisions recommendations office bugs symptoms Repetitive Strain Injury (RSI) Physiotherapist union reps
which of the three styles of summary you prefer ❖ Different styles of notes may be suited to different circumstances: ➢ Numbered notes may well be useful for ‘easy reference’. ➢ More discursive notes may be appropriate as a “record for the files”.
01.04.2021
可编辑ppt
5
4.1 Summarizing a conversation
Part B ❖ Listen to the recording and decide
Business letter writing
01.04.2021
可编辑ppt
7
4.2 Using notes to write a report
Objectives: 1. Practise transforming notes into a
connected text. 2. Learn to link up ideas and add
missing elements. 3. Develop skills of expanding notes
into paragraphs
01.04.2021
可编辑ppt
8
4.2 Using notes to write a report
❖ Vocabulary investigate health and safety provisions recommendations office bugs symptoms Repetitive Strain Injury (RSI) Physiotherapist union reps
which of the three styles of summary you prefer ❖ Different styles of notes may be suited to different circumstances: ➢ Numbered notes may well be useful for ‘easy reference’. ➢ More discursive notes may be appropriate as a “record for the files”.
商务英语阅读教程 Unit 4
Marketing is the ongoing process of 【moving people closer to making a decision （to purchase,
use, follow or conform to someone else’s products, services or values） 】.
翻译
营销一词的含义是什么？市场营销是一个不断 推进的过程，该过程的目的是促使人们心动到 做出各种决定诸如购买他人的各种产品、享用 他人提供的各种服务、以及遵循他人的各种价 值取向。营销人员运用市场营销推广组合的变 量来制定营销推广计划。
4-2
Comprehensive Reading
主语
修饰 process
C. Sometimes (50%) D. Never(0%)
In what ways are you easily persuaded into buying something? By______.
A. TV commercial B. Newspaper Advertisement C. Quality D. package E. Brochures F. Leaflets G. Price H. After-sales service
n. 产品 n. 制造业者，厂商 市场调查
媒体计划
产品推广
n. 品牌 n. 市场营销 媒体计划
n. 形象塑造 实体环境
n. 人员 n. 放置 目标市场
公共关系
distribution channel generic advertising at no cost marketing effort process drawback product pricing marketing mix charge junk mail sales strategy at regular price
商务英语4PPT课件
.
Letter of Credit
❖ Revocable/ Irrevocable ❖ Documentary/ Clean ❖ Confirmed/ Unconfirmed ❖ Sight/ Usance, or Time ❖ Transferable/ Non-transferable ❖ Revolving ❖ Reciprocal ❖ Back to Back ❖ Anticipatory (→Red Clause L/ C) ❖ Standby
Unit 4 Terms of Payment
.
Learning Objective
❖ To make clear terms of payment; ❖ To know the difference between the
three basic terms of payment.
.
Background Information
❖ 3) RMB￥898 in total. ❖ 4) The results of the investigation of the
financial standing of the Malaysian Trading Company.
.
感谢亲观看此幻灯片，此课件部分内容来源于网络， 如有侵权请及时联系我们删除，谢谢配合！
D/ P
D/ A
D/P at Sight
D/P after Sight (D/P. T/R)
.
L arrangement with a bank by which the bank will accept and pay bills of exchange for the customer.
.
Letter of Credit
❖ Revocable/ Irrevocable ❖ Documentary/ Clean ❖ Confirmed/ Unconfirmed ❖ Sight/ Usance, or Time ❖ Transferable/ Non-transferable ❖ Revolving ❖ Reciprocal ❖ Back to Back ❖ Anticipatory (→Red Clause L/ C) ❖ Standby
Unit 4 Terms of Payment
.
Learning Objective
❖ To make clear terms of payment; ❖ To know the difference between the
three basic terms of payment.
.
Background Information
❖ 3) RMB￥898 in total. ❖ 4) The results of the investigation of the
financial standing of the Malaysian Trading Company.
.
感谢亲观看此幻灯片，此课件部分内容来源于网络， 如有侵权请及时联系我们删除，谢谢配合！
D/ P
D/ A
D/P at Sight
D/P after Sight (D/P. T/R)
.
L arrangement with a bank by which the bank will accept and pay bills of exchange for the customer.
.
Unit_4_Marketing
Unit 4
Marketing
I Starting up Part B
1. g 2. f
8. k
9. n 10. e 11.o 12.c
3. a
4. m 5. 6. 7.
j b l
13.d
14. i
15.h
II Listening
A.
1.
2. 3. 4. 5.
6.
7. 8.
9. trade expand market share 10. import 11. export market research 12. foreign exchange political control economic conditions 13. customs duties traditions 14. wage levels customs duties 15. automobiles structure 16. luxurious products overseas market
B
1.
resisting consumers have to be persuaded to buy goods or services the producer’s task is to find wants and fill them
2. Through market segmentation.
esp. an accident, which happens suddenly and requires quick action to deal with it. Translation 遇到紧急情况时，击碎玻璃罩并摁下按钮。 In case of emergency, break the glass and press the button.
Marketing
I Starting up Part B
1. g 2. f
8. k
9. n 10. e 11.o 12.c
3. a
4. m 5. 6. 7.
j b l
13.d
14. i
15.h
II Listening
A.
1.
2. 3. 4. 5.
6.
7. 8.
9. trade expand market share 10. import 11. export market research 12. foreign exchange political control economic conditions 13. customs duties traditions 14. wage levels customs duties 15. automobiles structure 16. luxurious products overseas market
B
1.
resisting consumers have to be persuaded to buy goods or services the producer’s task is to find wants and fill them
2. Through market segmentation.
esp. an accident, which happens suddenly and requires quick action to deal with it. Translation 遇到紧急情况时，击碎玻璃罩并摁下按钮。 In case of emergency, break the glass and press the button.
商务英语 4
Questions for Discussion 2
Sharon Solomon is an entrepreneur who created and markets cooking videos under the brand name At Home on the Range. She has explained to friends that she has no competition because there are no cooking instructional videotapes currently on the market. Respond to Solomon’s statement.
Adapting Marketing to the New Economy
– Internet Domains: C2C (Consumer to Consumer) – Internet Domains: C2B (Customer to Business) – Pure Click vs. Brick and Click Companies
The Marketing Research Process
Popular Research Methods
Observational Focus-group Survey
In-depth Interview
Experimental
Focus group research
Should Research Be Conducted?
Target markets & segmentation Needs, wants & demands Product or offering
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Marketing management is “the art and science of choosing target markets and building profitable relationships with them.”
• Creating, delivering and communicating superior customer value is key.
Growing share of customer
• Cross-selling • Up-selling
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Cross-selling
is the act of selling related products at the time and point of sale. examples: You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.
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Production Concept
Product Concept Selling Concept
Marketing Concept Societal MarketingCo Nhomakorabeacept
• Consumers favor products that are available and highly affordable
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Marketing has long been considered one of the basic functions of business organizations. More recently, it has been argued that it is the central function, to which the other departments must all be subservient.
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Development of Marketing Philosophy
modern
Societal Marketing Concept
Marketing Concept
Production Product Selling Concept Concept Concept
traditional
Attracting, retaining and growing customers Building customer relationships and customer equity
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Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
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CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
7
Customer equity:
The total combined customer lifetime values of all customers.
Measures a firm’s performance, but in a manner that looks to the future.
• Society’s well-being
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Customer Lifetime Value:
The value of entire stream of purchases that a customer would make over a lifetime of patronage.
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• Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
• Focuses on needs/ wants of target markets and delivering superior value
• Improve production and distribution
• Consumers favor products that offer the most quality, performance and innovative features
• Consumers will buy products only if the company promotes/ sells these product
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Kotler’s definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”