[课件]剑桥商务英语Unit 12 Marketing and SalesPPT
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12.1.2 When you market a product or service, you will have to analyze the four elements as shown in the chart. Now store the words and phrases that are associated with each element.
Perceived value
Size and colour variants After-sales service Marketing support services Delivery Fashion
Guarantees
Installation
Enterprising
Aspirations Energetic
Blaise Pascal A French Philosopher
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Contents
1
2
Starting Up
Listening Task Speaking Task Reading Task Writing Task Follow-up Practice
4 Elements of the Product or Service
4 elements of the product or service
The core product benefit or service Image Benefits Performance Brand name Design Quality Attributes Features Packaging
4 elements of the product or service
The core product benefit or service _______ Benefits ________ _________ _______ Quality Attributes ________ ________
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2 3 4 5 6
3 4
5 6
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
12.1 Starting Up
12.1.1 ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d). Now think of some products you have just bought recently and tell which of the four Ps influenced your decision to buy.
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
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Perseverance is not a long time race; it is many short races one after another.
剑桥商务英语Unit 12 Marketing and Sales
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Learning Objectives
Understand some basic concepts of marketing and sales ; Talk about considerations for entering a market ; Talk about promoting a product; Talk about market research; Talk about advertising; Write sales letters.
Professionalism
ቤተ መጻሕፍቲ ባይዱ
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9.1.3 Discuss the following questions in pairs or small groups.
1) What is the difference between marketing and sales? 2) What is the difference between domestic marketing and international marketing? 3) What are the main considerations for marketing goods internationally? 4) Can you list the various steps or actions that are involved in the marketing process? 5) Can you give any example of successful marketing and try to analyze the key strategies that have led to such a success?
______
Size and colour variants __________ Marketing support services ________ ________
________
Installation
_________
Aspirations Energetic
__________
Copyright © 2002 by The McGraw-Hill Companies, Inc. All rights reserved.
1 Product
d a) the cost to the buyer of goods or
service a b) informing customers about 2 Price products and persuading them to buy them 3 Promotion b c) where goods or services are available c d) goods or services that are sold 4 Place
新编剑桥商务英语高级第三版 第Module 12
Module 1212.1 Understanding business culture(page121)John So, Jim, what did you know about doing business in China before you made your first trip there?Jim Very little, actually. These days there’s a lot of literature and advice out there. I had heard about the principle of Guanxi before I went to China, but I hadn’t really realised how important a part of business culture it was.John What is Guanxi, exactly?Jim It refers to relationships or connections with people that are built on trust and have been developed over a long time. These relationships are based on shared experience-people operating in a similar field-and often also on the exchange of gifts or favours.John But if you’re an outsider, that must make life very difficult. You don’t have a shared background as such...Jim That’s right. You don’t have those networks and for that reason you’re going to have to be patient, because it takes time to develop them. That’s why so many foreign businesses look for a Chinese partner who has good contacts already, like an agent or business partner.John And is there any other way to shortcut this process?Jim Not really. Gift-giving is helpful - presenting a small gift at the end of a meeting, for example. Don’t expect immediate returns, though, and don’t give anything big. The Chinese government has clamped down hard on bribery in recent years and won’t tolerate it. What you have to do is build friendships.John And how would you go about that? Any particular tips?Jim There’s no particular secret: just get to know your partners, exchange small talk, invite them out for meals - Chinese people love eating out. They’ll certainly invite you out to a restaurant at some point. The main thing is just to be yourself...with an extra bit of formality and politeness. Don’t do what some people do and try to be Chinese.John And are there any things you shouldn’t talk about - any taboos?Jim Umm... I think the important thing is to show genuine interest in learning aboutChina and its customs, and to be respectful of the country and the government. There are also a few different habits. Sometime during the meal there will be toasts - make sure that you make one to the most senior member of the group there.John Any other tips?Jim well, they appreciate the best - established brands with a quality reputation - having had limited access to western products in the past. Everyday practicalities? Er... People dress soberly for business, they shake hands on ually, though occasionally they’ll just nod at you. They love to exchange business cards, so bring lots of those. And when you receive one make sure you study it carefully - it’s very rude just to put it straight in your pocket.John What about their behaviour? The Chinese have a reputation for being difficult to read.Jim I don’t really find that. Perhaps they use facial expressions or gestures less freely than westerners do. They do seem to take their time agreeing to things. There are two reasons for that: first of all, they generally operate within big hierarchies and the decision may need to come from high up; secondly, they dislike saying ‘no’ directly. If they start to make a series of small objections to something, it generally means they’re trying to say they’re not interested. But above all, as i said before, don’t worry about the time all this takes - you’re going to need that anyway to learn how Chinese companies operate and all the governance and tax laws, the regulations around joint ventures and so on...12.2 Small talk: short responses(page122)Sarah Hi, Joachim, sorry to be a little late.Joachim No problem. Good to see you again. How was your trip?Sarah It was fine. No delays , just the usual traffic from the airport.Joachim And did you find our offices easily?Sarah Yes, thank you. Your directions were very clear.Joachim OK. So, can I get you a coffee before we start?Sarah Yes. I’d love one. White, one sugar, please.Joachim And, how are you fixed for time?Sarah I’ve got a couple of hours now. I hope that’s enough.Joachim Sorry, do you mind if I just take this call?Sarah No, of course not. Go ahead...Joachim Sorry about that - the boss. So, are you expecting it to be a good year? Sarah Well, I hope so. Last year was pretty flat, as you know.Joachim Well, that’s really what I’d like to talk about today - how we can ramp things up a bit. Can I be of any help with the marketing side of things?Sarah That’s kind of you, but we should be able to cope. It’s just a question of programming it in. We’re planning a campaign meeting next week...Joachim ...so I think that’s been a useful start to our discussions. I will programme another meeting for two weeks’ time. But I think you have to go now. Would you like to go for a meal this evening?Sarah I’d love to, but I’m afraid I have to be back in London by six.Joachim No worries. Would you like a lift back to the station?Sarah That would be really nice, but I don’t want to put you out.Joachim It’s no problem. I’m going that way anyway.。
Unit 12 Fairs and Sales
Unit 12 Fairs and Sales
Contents
12.1 Finding out about a Trade Fair
12.2 Talk about Products
12.3 Placing an Order
Objectives
When the learners finish learning this unit, they should be able to Talk in trade fairs Describe products Order taking
Telecommunication n. 电讯 Textile n. 纺织品 Apparel n. 服装；衣服 Medical equipment医疗设备 pharmaceuticals n.药品 External trade对外贸易 Council n. 委员会 Venue n.举办场所
7 A Discussion P66. Which trade fairs would have products like these? Give names and dates.
notes from the conversation.
Cycle Show, Taipei
We need _3__ (1) single rooms with _s_h_o_w_e_r___ (2). Dates: _2_8_t_h__ (3) March to _2_n_d___ (4)
April.
— *—
12.1 Finding out about a Trade Fair
— *—
4 A Discussion
One of the most common practices in business is attending fairs
新编剑桥商务英语初级ppt课件
Job Titles
1. Chief financial officer(CFO) D __ 2. Management consultant C
3. Personal assistant(PA)__E_
4.Quality manager __B__
5. Sales Reprehensive(rep)__A_.
c. Interviews clients and gives them advise.
D. Is responsible for the company’s accounts, and controls money coming in and going out.
E. Organizes meetings and deals with correspondence.
Business English is not an independent language. It is English with the background of international commerce, including:
.
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What is BEC?
The Cambridge Business English Certificate is an international Business English examination. It was introduced by the University of Cambridge Local Examinations Syndicate in Europe in 1998. BEC offers a language qualification for learners who use, or will need to use, English for their work.
新编剑桥商务英语高级 BEC U12-17,24,27 整理
Unit12advertising 广告aimed 旨在awareness 意识channel 渠道loyalty 忠诚maturity 成熟medium 中小型tactics 策略、战略target 目标trial 尝试The basic idea behind the 'marketing concept' - that you make what you can sell rather than sell what you make - does not mean that your product will sell all by itself. Even a good, attractively-priced product that clearly satisfies a need has to be made known to its target customers.市场营销的基本观点是—做你可以卖的，而不是卖你做的—并不意味着您的产品将全部自动售出。
即使是一个很好的、价格诱人的、且显然满足于某一需求的产品，也必须要让它的目标客户知晓。
Sales promotions can also be aimed at distributors, dealers and retailers, to encourage them to stock new items or larger quantities, or to encourage off-season buying, or the stocking of items related to an existing product.促销也可以针对分销商、经销商和零售商，鼓励他们去购买新的商品或更大的数量，或鼓励淡季购买，或商品的存储与现存的产品有关的项目。
1.advertising广告—competitors竞争对手—publicity宣传—salespromotion促销2.advertising agency广告代理—advertising campaign广告活动—mediaplan媒体计划—word-of-mouth advertising 口头广告3.advertising manager广告经理—brand-switcher经常换品牌的人—marketing manager营销经理—sales rep销售代表4.after-sales service售后服务—guarantee保修—optional features选择性功能—points of sale 销售地点5.brand awareness品牌意识—brand loyalty品牌忠诚—brand name品牌名-brand preference品牌偏好petitions竞争—coupons优惠券—free samples免费样品—line-stretching产品线延伸7.credit terms信贷条款—discount折扣—list price价目表—packaging包装8.decline下降—growth成长—introduction引进—product improvement产品改进9.focus group interviews焦点团体访谈—internal research内部研究—mediaplan媒介计划—questionnaire调查问卷10.packaging包装—place地方—product产品—promotion促销Unit13Bookkeeping 簿记Accounting 会计、会计学managerial accounting 管理会计c ost accounting 成本会计tax accounting 税务会计auditing 牢记“creative accounting”违法伪造会计assets 资产liabilities 负债turnover 营业额earnings or income 收入stock (GB) or inventory (US) 存储存货shareholders (GB) or stockholders (US) 股东depreciation (GB) or amortization (US) 折旧creditors (GB) or accounts payable (US) 债权人应付账额debtors (GB) or accounts receivable (US) 债务人应收账额overheads (GB) or overhead (US) 一般管理费用In times of inflation, this understates the value of appreciating assets such as land, but overstates profits as it does not record the replacement cost of plant or stock.在通货膨胀时期，这低估了资产升值的价值，如土地的价值，但高估了利润，因为它没有记录的工厂或股票的替代成本Part of the profit goes to the government in taxation, part is usually distributed to shareholders (stockholders) as a dividend and part is retained by the company.利润的一部分以税收的形式给了政府，一部分是常常被分配给股东作为股息，还有一部分是被公司留存。
国际商务英语第12章.ppt
XXX
8 Sentences for Doing English-Chinese and Chinese-English
Translating Practices:
1. I am 22 years of age, make a good appearance and get along exceedingly well with people.
I am a boy of 22 years old and shall be graduated from Shanghai XX University next year. My major is International Trade. The courses which I have taken in my University are International Marketing, International Business Law, Foreign Trade English, Negotiation Technique, English Interpreting and etc. and my marks in all these courses examinations have all been excellent. Last year I got an opportunity to work as a parttime English interpreter in a foreign trade company and got some favorable experiences in doing this work which has greatly increased not only my interest, but also my self-confidence in selecting this job as my lifework. During your Spring Fair I happen to have some spare time, the period of which is suitable for your Fair. So I send you my application for this provisional work. If necessary, I would like to visit you at your appointed time. My telephone number is XXXXXX.
新编剑桥商务英语
▪ Sales pitch推销口才
❖ MSF （无国界医师组织）is a humanitarian-aid nongovernmental organization best known for its projects in war-torn regions and developing countries facing endemic diseases 地方病. Its headquarters are in Geneva, Switzerland. In Canada and the United States, it is also known as Doctors Without Borders is also used.
❖Shake off its unglamorous image
▪ 摆脱其乏味的形象
❖Association with 与…的联系 ❖ Dishonest ❖A job in sales cannot quite shake off its
unglamorous image or associations with something rather dishonest ❖ 在销售部门工作总是摆脱不了乏味的形象，并与 无商不奸的概念仅仅相联
Languages for qualities and skills
❖fighter pilot / airline pilot
▪ Excellent health/vision ▪ Excellent heart condition ▪ Challenging , dangerous
剑桥商务英语Unit 12 Marketing and Sales
作者： 阮绩智
责任编辑：张琛 出版日期：2011年12月 IDPN: 308-2011-58 课件章数：12
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Learning Objectives
Understand some basic concepts of marketing and sales ; Talk about considerations for entering a market ; Talk about promoting a product; Talk about market research; Talk about advertising; Write sales letters.
4
Contents
1
2
Starting Up
Listening Task Speaking Task Reading Task Writing Task Follow-up Practice
1
2 3 4 5 6
3 4
5 6
12.1 Starting Up
12.1.1 ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the ‘Ps’ 1 to 4 to the definitions a) to d). Now think of some products you have just bought recently and tell which of the four Ps influenced your decision to buy.
剑桥商务英语中级unit12
Grammar: Indirect questions and tags
1. Listen to the news programme from exercise 2 on page 116 again. Re-write the direct questions below as indirect questions and tags. 1) How serious is Galacall about this?
there’s anything else you can buy the rights on? Can you tell me if ______________________
5) What do you think the outcome will be if it ever gets to court?
B
NO GOOGLING, PLEASE
Internet search giant Google has said it intends to stop the use of its name as a generic verb, saying that phrases such as “to google” somebody or something are potentially damaging to its brand. A spokewoman for Google said: “We think it’s important to make the distinction between using the word Google to describe using Google to search the Internet and using the word Google to generally describe searching the Internet. There are some serious trademark issues.” But Dr Julie Coleman, an authority on linguistics from the University of Leicester, says that once new words enter into common usage it is impossible to stop their use. “Google can’t possibly stop the spread of the verb,” said Coleman. “Normal people are using it in normal conversation and in writing and they aren’t likely to face legal proceedings.”
剑桥商务英语教程ppt课件精选全文
greeting. 她兴高采烈地打招呼欢迎我们。
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ppt课件
TWO KINDS OF GREETINGS
1)Formal/Informal 2)Greeting by words/Greeting
Good morning
before 12am
Good afternoon between 12am to 5pm
Good evening
after 5pm
Good night when leaving at night or going to bed
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UNSPOKEN GREETINGS
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Unit 1
Greetings and Introductions
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LEARNING OBJECTIVES :
How to make introductions? 1)How to introduce yourself? 2)How to introduce others? How to greet people when you
Between friends you can add dude（/dju:d/小伙 子）/man, etc. to the end
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ppt课件
How are you? -- Pretty good. -- Fine, thank you. -- Nothing much. / Nothing special.
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Miss. 小姐，用作未婚女子姓名之前 Mrs. 夫人， 太太 Ms. 女士, 用在婚姻状况不明的女子姓
剑桥商务英语 12 Making contacts PPT
剑桥商务英语 12 Making contacts PPT
• sales people
• 推销员
• attend trade fairs
• 参加贸易展览会
• linguistic
• (adj)语言的
• day-to-day running • (n)日常运营
to be continued…
大家学习辛苦了，还是要坚持
继续保持安静
• liaise with sb /li'eiz/ • follow-up questions • excessive
Introduce your partner to someone else
Find a reason for doing business in the future
Talk about where you come from
Describe your job
1.2 Business Skills: Making contacts
departments.
There are two aspects of networking. One is about how you (5)a_p_p_e_a_r
to other people: for instance, whether you are dressed appropriately for the situation and is your body language open or closed. A firm handshake with a smiling face can make all the difference between starting the conversation positively or making the other person want to