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1、,Unit 7,职业综合英语 2,ENGLISH FOR CAREERS,Unit 7 Marketing,新职业英语,Contents,Warm-up,Task 1,Task 2,Warming-up,Warm-1,Warming-up,Task 1 Look at the following pictures and identify the different selling methods.,person-to-person selling,direct mail selling,online selling,telephone selling,Notes,Warm-1-Notes,W
2、arming-up,Personal selling: 人员推销/个人推销 is a two-way communication between the seller and the buyer usually face-to-face, via the Internet, the phone and the correspondence. Unlike advertising, a personal sales message can be more specifically targeted on individual prospects and easily altered if the
3、 desired behavior does not occur. Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified.,Warm-2,Warming-up,Sample,Task 2 Work in pairs. Look at the following flow chart. Discuss with your partner and describe the process
4、of organic foods going through the marketing channel.,Notes,Warm-2-Notes,Warming-up,What is a marketing channel?,A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption, which co
5、nsists of all the institutions and all the marketing activities in the marketing process.,Sample,Warming-up,After organic foods are produced, the first step is from agricultural production to wholesaling where they are transferred from producers to brokers, terminal markets, grocery wholesalers and
6、foodservice wholesalers. The second stage is from wholesaling to retailing where the foods are stocked by traditional grocery stores, natural food stores and foodservice outlets. The last step is from retailing to consumption where these organic foods are purchased by consumers.,Reading A,Reading A,
7、Text,Task 1,Task 2,Business Know-how,Text A-1,Reading A,The Multi -channel E-Commerce 1 In the midst of the US economic crisis, cautious spending and downsizing have left the retail industry in serious trouble. March 2009 saw a 9 percent decline compared with March 2008. However, online sales contin
8、ue to show steady growth in the face of adverse economic conditions. They are expected to grow 11 percent to US$156.1 billion in 2009, following a 13 percent increase in 2008.,翻译,声音,Text A-2,2 Given cautious consumer spending and tight credit, why is online retail continuing to grow fast while overa
9、ll retail numbers drop? Retailers need to look no further than the great benefits and savings of selling via a multi-channel e-commerce platform.,Reading A,翻译,声音,Text A-3,3 The Internet has a distinct advantage over in-store retail: the presence of countless on-demand sales channels. Still an e-comm
10、erce platform doesnt simply offer a new sales channel; retailers are actually increasing in-store purchases using online platforms. In-store retailers with e-commerce platforms may make use of multiple channels and consolidate them through cross-channel retailing. This cross-channel strategy might b
11、e giving customers the ability to order online and pick up in-store, or it could be as simple as honoring gift cards through all sales channels. By implementing a cross-channel strategy, retailers could open up sales opportunities and improve customer satisfaction through convenient services and ful
12、fillment of customer requests.,Reading A,翻译,声音,Text A-4,4 Retailers are also able to improve on-demand purchasing capabilities to increase sales online. An automated online platform allows retailers to receive orders at any time and customers to check the status of their order at their convenience.
13、By providing such an easily accessible option for customers, online retailers are catering to all of their customers, no matter what their shopping habits might reflect.,Reading A,翻译,声音,Text A-5,5 Increasing attention is being placed on green business practices these days, and an e-commerce platform
14、 helps retailers promote environmentally friendly business practices. From a business point of view, they can save huge costs by cutting out traditional paper marketing and distribution methods. For example, retailers used to spend hundreds of thousands of dollars on paper catalogs. Now they can cut
15、 catalog expenses through email marketing and easily updatable online catalogs.,Reading A,翻译,声音,Text A-6,6 With the development of business intelligence, more and more companies are recognizing that an efficient system for data collection and analysis is necessary for growing their businesses. An e-
16、commerce platform simplifies raw sales data capture, as well as data for customer profiling and order-processing informationany data that is necessary for providing a greater understanding of the retailers business. The data collection capabilities of the Internet give e-commerce platforms a strateg
17、ic advantage over in-store retail, where data is much more difficult to capture in a systematic and organized way.,Reading A,翻译,声音,Text A-7,7 Ultimately, the strength of online and cross-channel retailing comes down to effective use of the Internet and e-commerce platforms. As e-commerce and technol
18、ogy continue to improve, more and more businesses are relying on e-commerce platforms to gain a greater understanding of their customers, cut costs, and run operations more efficiently.,Reading A,翻译,声音,A-Trans-1,Reading A,多渠道电子商务 1 在美国经济危机时期，开支缩减和公司裁员使零售业陷入了严峻的困境。2009年3月的零售总额比2008年同期下降了九个百分点。而面临同样的经
19、济僵局，网络销售却呈现出稳定增长的态势。继2008年增长13%后，网络销售在2009年预计又将增长11个百分点，销售额将达到1561亿美元。,A-Trans-2,Reading A,2 面对消费者开支谨慎和信贷紧缩，网上零售为什么会在零售总额下跌的情况下保持快速增长呢？零售商们只要看看通过多渠道电子商务平台销售所带来的巨大收益和销售成本的降低便可知道答案。,A-Trans-3,Reading A,3 与店面销售相比，网络销售拥有一个明显优势：它可以提供各种按需销售的渠道。不过电子商务平台不仅仅是提供一种新的销售渠道。事实上，零售商目前正利用网络平台增加店面购买量。他们可以利用多种渠道，并通过跨
20、渠道销售将其统一为一个整体。这种跨渠道策略可以是顾客在网上订购，然后到店铺提货，或者就是简单地通过所有渠道兑现代金卡。利用这种策略，零售商可以提供便捷的服务和满足顾客需求来增加销售机会并提高顾客满意度。,A-Trans-4,Reading A,4 零售商还可以通过提升按需购买服务能力来促进网络销售。自动化网络平台使零售商在任何时候都可以接受订单，使消费者能够随时查看他们订单状态。无论消费者会有什么样的购物习惯，通过给他们提供如此便捷的选择，网络零售商可以满足所有顾客的消费需求。,A-Trans-5,Reading A,5 目前，人们越来越重视绿色商业，而电子商务平台正有助于零售商促进环境友好型
21、经营活动。从商业角度来看，由于取消了传统纸质营销和分销方法，零售商得以大大节省销售成本。举例来说，零售商过去常常花费大量资金来印制纸质商品目录，而现在他们可以通过电子邮件和易于更新的在线商品目录来降低这方面的开支。,A-Trans-6,Reading A,6 随着商业情报的不断发展，越来越多的企业意识到有效的信息收集和分析系统对于企业的发展是必不可少的。电子商务平台不仅可以简化原始销售数据、客户资料数据和订单处理数据的收集，也可以简化任何有助于进一步了解零售商经营状况的数据的收集。互联网的数据收集能力使电子商务平台具备了超越店面销售的战略优势，因为在店面销售中系统而有序地采集数据要困难得多。,
22、A-Trans-7,Reading A,7 最后，网络和跨渠道零售的力量归根结底在于对互联网和电子商务平台的有效利用。伴随着电子商务和科技的持续发展，将会有越来越多的企业依靠电子商务平台来进一步了解客户、降低成本、提高运营效率。,n. (formal) (used after a preposition) the middle part of something,Reading A,midst,e.g. In the midst of the city there lies a big shopping mall. Tran: 他作战时表现得非常勇敢。 He fought bravely in
23、 the midst of the battle.,n. a time of danger and great difficulty,Reading A,crisis,e.g. The company is still in crisis but it has survived the worst of the recession. Tran:在遇到困难的时候有好朋友可以求助真好。 In times of crisis its good to have a friend to turn to.,a. being careful about what someone says or does,
24、especially to avoid danger or mistakes,Reading A,cautious,e.g. He was very cautious about committing himself to anything. Tran:他们对这一解决危机的方法表达了谨慎的乐观。 They express cautious optimism about a solution to the crisis.,a. (only before noun) including all the things or people that are involved in a particul
25、ar situation; total,Reading A,overall,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 she finished painting, she stepped back to admire the overall effect.,a. clearly seen, heard, understood, etc.; noticeable,Reading A,distinct,e.g. There was a distinct smell of
26、burning. e.g. His voice was quiet but every word was distinct. Tran: 你的英语口语进步明显。 There is a distinct improvement in your spoken English.,to combine things in order to make them more effective or easier to deal with; to strengthen the position of power or success that someone has,Reading A,consolidat
27、e,e.g. The company has consolidated its position as the countrys leading gas supplier. Tran: 最近几家本地企业合并组成了一家大公司。 Several local businesses have recently consolidated to form a single large company.,v. to do what someone has agreed to do, often by making a payment,Reading A,honor,e.g. The bank has ref
28、used to honor his check. Tran: 请遵守合同，工作到该项目结束为止。 Please honor your contract by working until the project is finished.,n. the ability or qualities necessary to do something,Reading A,capability,e.g. Animals in the zoo have lost the capability to catch/of catching food for themselves. Tran: 她没有能力组织好整个
29、部门。 Organizing a whole department is beyond her capability.,a. that can be used, seen, obtained, etc.,Reading A,accessible,e.g. There is a collection of books recently made accessible to the public. Tran: 只有坐船才能到那座岛上。 The island is only accessible by boat.,v. to provide what is desired or needed,Rea
30、ding A,cater,e.g. They only publish novels which cater to the mass market. Tran: 她拒绝了他的无理要求。 She refused to cater to his ridiculous demands.,n. secret information that is collected,Reading A,intelligence,e.g. According to our intelligence, further attacks were planned. Tran: 将军有敌军的秘密情报。 The general
31、had secret intelligence of the enemy.,v. to make something easier to do or understand,Reading A,simplify,e.g. Try to simplify our explanation for the children. Tran: 该申请表格已经简化了。 The application forms have been simplified.,n. the act of collecting useful information about something or someone so that
32、 you can give a description of them.,Reading A,profiling,e.g. Criminal profiling consists of analyzing a crime scene and using the information to determine the identity of the perpetrator (犯罪者). Tran: 什么才是人格潜质分析？(personality profiling- competency profiling ) What exactly is personality profiling-com
33、petency profiling?,to be able to be explained by a single important point,Reading A,come down to,e.g. What it comes down to is a choice between cutting wages or reducing the number of staff. Tran:总之，要么给我加钱， 要么我走人。 What it comes down to is either I get more money or I leave.,A-Task-1,Reading A,Task 1
34、 Put the following statements into the right order according to the passage.,A. A cross-channel strategy helps retailers open up sales opportunities and improve customer satisfaction. B. E-commerce platforms will play a more important role in the business world. C. E-commerce platforms hold a strate
35、gic advantage in business data collection. D. E-commerce platforms help retailers promote green business practices and cut costs. E. Online retailers could cater to all customers through automated online platforms. F. Online sales continue to grow during the economic crisis. G. Multi-channel e-comme
36、rce platforms account for the online sales growth.,F G A E D C -B,A-Task-2-1,Reading A,Task 2 Answer the following questions according to the passage.,1. Why is online retail continuing to grow fast while overall retail numbers drop? 2. An e-commerce platform is simply a new sales channel, isnt it?
37、3. What can an automated online platform do for retailers and customers?,Because of the great benefits and savings of selling via a multi-channel e-commerce platform.,No. By adopting a cross-channel strategy, retailers can use an online platform to increase in-store purchases.,It allows retailers to
38、 receive orders at any time and customers to check the status of their order at their convenience.,A-Task 2-2,Reading A,4. How can an e-commerce platform help retailers to save costs? 5. In terms of business intelligence, what gives e-commerce platforms a strategic advantage over in-store retail?,Th
39、e data-collection capabilities of the Internet.,By cutting out traditional paper marketing and distribution methods.,Business Know-how,Creating an Effective Trade Show Display, Remember that less is more. Keep the images and messages simple, and layouts clean; Select your trade show graphics careful
40、ly. If possible, select simple single images; Create a simple and easy-to-remember headline. Choose a simple and easy-to-read typeface; Be careful when writing your description. Make each word count. Use bullet points and dont get too technical; Make the company name prominent, in the header where v
41、isitors will expect to find it; Feature your website address.,Reading B,Reading B,Text,Task 1,Task 2,Task 3,Text B-1,A Sales Letter Jackson White, Sales Manager Brother Tires Co., Ltd. Elm Oak Street Bakersfield, California Oct. 9, 2010 Benjamin Wood, Manager Car Products & Accessories Eastern Super
42、market Group 14 Main Street, Bakersfield, California Dear Mr. Wood, Reports from all over the world confirm what we have always knownthat the ROY solid tire is not only the solution to a whole lot of the tire problems but also the fulfillment of every car owners dream.,Reading B,翻译,Text B-2,翻译,Readi
43、ng B,We will naturally be well aware of the weaknesses of the ordinary air-filled tirepunctures, outer covers which split under sudden stress, and a tendency to skid on wet road surfaces, just to mention only a few of motorists main complaints. Our ROY tire enables you to offer your customers a tire
44、 which is beyond criticism in those vital qualities of road-holding and reliability.,Text B-3,翻译,Reading B,We could tell you a lot more about ROY tires, but would prefer you to read the enclosed copies of reports from racing car drivers, test drivers, motor dealers and manufacturers. These reports r
45、eally speak for themselves. You may also visit our official website for more reviews and recommendations from our ordinary users.,Text B-4,翻译,Reading B,You are already aware of our terms of dealing, but to encourage you to hold a stock of the new solid ROY, we are pleased to offer you a special disc
46、ount of 3% on any order received by December 31. Yours sincerely, Sales Department,B-Trans-1,Reading B,推销函 杰克逊怀特 销售经理 兄弟轮胎有限公司 榆橡大街 加利福尼亚州贝克斯菲尔德市 2010年10月9日 本杰明伍德 经理 汽车用品与配件部 东部超市集团 主大街14号 加利福尼亚州贝克斯菲尔德市 亲爱的伍德先生： 我们都知道罗伊牌实心轮胎可以解决许多轮胎方面的问题，是每个车主的梦想之胎。这一点也为世界各地的报道所证实。,B-Trans-2,Reading B,我们都清楚普通充气轮胎的缺陷
47、如驾驶员常抱怨的几点：易被刺穿、压力突然增大时易破裂以及潮湿路面易打滑。而我们的罗伊牌轮胎使您能够为顾客提供一种在抓地性和可靠性方面无可挑剔的轮胎。,B-Trans-3,Reading B,有关罗伊牌轮胎我们还可以告诉您很多，不过希望您能阅读一下附寄的来自赛车手、试车员、汽车经销商和制造商的报告，就再清楚不过了。您也可以访问我们的官方网站了解普通用户的评论和推荐。,B-Trans-4,Reading B,虽然您已清楚我们的经销条款，但为了鼓励经销罗伊牌新型实心轮胎的销售，如您在12月31日前订购，我们将提供3%的特别折扣。 您真诚的， 杰克逊怀特 销售部,B-Task 1,Task 1 A s
48、uccessful sales letter usually follows four steps. Read the letter again and match the steps with the four paragraphs in the body of the letter.,Reading B,A. Motivating the readers action B. Arousing the readers interest C. Getting the readers attention D. Providing the readers benefits,C,B,D,A,B-Task 2,Task 2 Try to rewrite the following sentences in a more appealing and persuasive way.,Reading B,You will be intereste