体验商务英语(market leader) 第二册Unit 2 Selling online演示教学

Unit TwoMarketing (Selling)It is not hard for us to understand the meaning of selling and marketing. After productions, products have to be sold and the producers get paid back for their work. Without doubt, marketing or selling is the most popular way for a company to get profit. But it involves a lot of work and research. In order to make the process successfully, the information from competitors and clients are badly needed. The challenge of competitors and the needs of clients are the elements which should be put into consideration during the process of selling activities. In order to make business activities successfully, marketers have to know the needs of clients and market, also they have to own the ability to anticipate the future needs of markets. Briefly speaking, marketing is the focus of business activity and result of marketing activity is usually used to distinguish a successful company and a bad one.This unit is designated to introduce some knowledge about marketing, so to help the learners to understand the marketing process, and some relative theories concerning marketing as well. The text B introduces how to get information from market and how to find the needs of markets. Text A Marketing (Selling)Text B The Centrality of MarketingPart ATextSellingManagement is fundamentally about direction and control. Selling is no different. All salespeople, particularly those in large companies, present a basic problem: they enjoy spending their time doing what they know best, with the products that are easiest to sell, and selling to those customers who are easiest to sell to. Direction, management and control are needed to ensure that the cost is spent on prime prospects where it is most effective.Successful sales managers and directors keep the pressure on their sales force by meeting regularly with them to review:* Performance and budget* Performance ratios* Follow-up procedures*Opportunities*Competitor activityMany sales managers spend too much time inventing elaborate sales incentive plans, which the sale force can manipulate to their personal benefit. Incentives must be geared toward the overall objectives of the marketing plan in terms of turnover and cost. When used, they should be short, sharp and regular, enhancing the overall sales effort, not detracting from it.Sales incentive schemes are often an excuse for poor management of the sales resource. There are many benefits in creating an effective team relationship within a sales force: shared experience is benefit that does not arise from a totally competitive environment.The other forgotten standard of performance is control of debt. A sale is not a sale until the debt has been paid. It was responsible for the sales force to assure its payment team members are paid a bonus.How well are we doing?The key performance indicators of selling activity are:Ratios•Percentage sales: budget•Contract/orders•QuotationsSales forceProgress on enquiries/quotationsPercentage discounts: sales overall utilizationNumber of customers and their valueAdministration of salesSubmission of itinerariesOverallCost of sales force/salesSales valuePercentage discountsKey account developmentKnow your customer base. It may be most appropriate to spend 80 per cent of your selling/ promotional activity with 20 per cent of your clients who account for 80 per cent of your turnover. Beating the competitionAlways overestimate your competitors - they are not sitting back letting you make the sale at list price and in a well-ordered process. In any competitive sale, get to know the clients better than your competitors and establish what influences their attitudes. Sales are not made to companies - they are made to individual people. The sales report should be used as a source of information on competitors.fundamental // a.forming the base, from which everything else originates; moreimportant than anything else基础的；基本的effective / / a.producing desired result 有效的; actual; really 生效的prime / / a.most important, or of the very best quality 主要的；最好的prospect / / n. a possibility or likelihood of something happening 期望；前景budget／／v. to plan private or public spending within the limits of a certainamount of money做预算n. a plan to show how much money a person or organization willearn and how much they will need or be able to spend预算ratio／／n. the relationship between two groups or amounts, which expresseshow much bigger one is than the other 比率elaborate／/ a. containing a lot of careful detail or many detailed parts 精细的；详细阐述的v. to add more information to or explain something that you havesaid详细描述incentive／／n. something which encourages a person to do something动机；激励manipulate／／v. to control (something or someone) to your advantage, oftenunfairly or dishonestly操作；操纵；利用turnover／／n. the number of times a particular article is sold during a particularperiod; the amount of business done in a period of time销售量；营业额enhance／／v. to improve the quality, amount or strength of (something)提高；增强bonus / / n. an extra amount of money that is given to you as a present or inaddition to the money you were expecting 奖金；红利quotation / / n. the price of something known at present or probable price in thefuture行情；时价; 估价a phrase or short piece of writing taken from a longer work ofliterature, poetry, etc. or what someone else has said. 引用margin / / n. the outer edge of an area; on a page, the empty space to the side ofthe text, sometimes separated from the rest of the page by avertical line.页边的空白；边缘enquiry / / n. 美语用作inquiry the act of inquiring 询问frequency ／ ／n. the number of times something happens within a particular period,or the fact of something happening often or a large number ortimes 频率；发生次数utilization / / n 利用；使用submission / / n the state in which someone has complete control over you 屈服；谦恭; suggestion (formal) 提议administration / / n the control or direction of affairs, as of a country or business 管理；行政; the act of putting something into operation 执行；施行itinerary ／ ／n a detailed plan or route of a journey 路线；行程表；详细的计划 discount / / n a reduction in the usual price 折扣account for说明；解决in terms of 按照；在------方面。

Dear Sirs or Madams:I am writing to invite you to attend this year’s conference, which will be held in Prague, Czech Republic, 21 – 24 November, 2008. The chief executive and the senior managers from the head office and the overseas sales managers will attend the conference. The purpose of the conference is, first of all, to enable the managers to know each other better. In addition, we would like to take this opportunity to thank you for your hard work. Most important of all, however, we will at the conference discuss how we can improve our products and services in the future.The venue we have chosen for this year’s conference is Hotel Moda. It is a 4-star hotel located about half an hour by underground to the city center. The hotel facilities are excellent with spacious bedrooms, a large swimming pool, sauna and Jacuzzi. Moreover, during the conference, we will arrange various activities for the participants, such as guided city tours, cultural tours, sightseeing and opera. I hope you will all be able to enjoy yourselves during the conference.The conference will commence on Saturday morning, 22 November. All the participants are required to arrive by Friday evening, 21 November, and leave by noon of Monday, 24 November. I sincerely wish that you can all attend this year’s conference and I look forward to meeting you in Prague.Sincerely yours,(226 words)。

Unit 2 BrandsPart I Business V ocabularyDirections: There are 20 incomplete sentences in this part. For each sentence there are four choices marked A, B, C and D. Choose the ONE that best completes the sentence. Then mark the corresponding letter on the Answer Sheet with a single line through the center. This part totals 20 points, one point for each sentence.1 A brand can be a name, a term or a symbol. It is used to _______C_______ a product from competitors’ products.A differB competeC differentiateD compare2 Brands should add value to products. It’s a _______B________ effect whereby one plus one equals three.A energyB synergyC coordinationD collaboration3 The better-known the brand name, the more people want to ___D____ it _______.A copy…offB send…offC break…offD rip…off4 In the past Calvin Klein took a relatively passive ________A_______ to the counterfeit problem.A approachB methodC wayD mode5 But as sales and brand _______B_________ have risen, Calvin Klein has become an increasingly popular target for Asian and European counterfeiters.A imageB awarenessC managementD loyalty6 I’m worried about the sales of the range of fragrances we ________D________ two years ago.A soldB mountedC impoundedD launched7 The advert stated – jokingly – that 7 million points were needed for someone to______B______ the jet.A declareB claimC announceD specify8 A business student, John Leonard, intends to take Pepsi Cola to________B_______ regarding the promotion because he thinks they should give him the prize.A homeB policeC schoolD office9 Customers have become less loyal to brands and are more willing to______D______ to lower-priced coffee products.A trade inB trade forC trade upD trade down10 It is _______C_________ as an exclusive ground coffee for gourmets.A producedB madeC promotedD sold11 Thank you for the _______A______ order of February 2 for 28,800 raincoats.A captionedB captioningC to captionD caption12 Your order will be ready for shipment by February 28 and be packed _____C____seaworthy containers.A byB throughC inD within13 Our raincoats are now packed in a polythene bag each and then in a cardboard box,12 dozen _______D_______ a carton,A inB atC byD to14 Each carton is ______C______ with a polythene sheet and secured by overallstrapping.A liningB lineC linedD to line15 In addition, the packing is light ____B____ weight and therefore easy to handle.A toB inC atD for16 Since a polythene bag is used for each raincoat, it is attractive and _____A____ forwindow display.A all readyB alreadyC all readinessD readiness17______B______ regard to packing in cartons for your order, we would like to give you our comments as follows.A AsB WithC ForD At18 Cartons lined with plastic sheets can be well protected ______A______ moisture,for they can be secured by overall strapping.A againstB forC byD through19 Since the trace of pilferage is _____C______ more evident, it is easier to file aclaim against the insurance company.A manyB lotC muchD fewer20 Therefore, cartons are convenient ______B______ handle and quite suitable for ocean transportation.A forB toC byD inPart II Phrase TranslationDirections: Directions: There are 20 Chinese phrases in this part. You are required to translate them into English and write down your translation on the Answer Sheet. This part totals 20 points, one point for each phrase.1 国际品牌international brand2 民族品牌national brand3 品牌商品branded goods4 品牌管理brand management5 高档品牌upmarket brand6 经典品牌classic brand7 品牌知名度brand awareness8 品牌形象brand image9 品牌忠实brand loyalty10 品牌延伸brand stretching11 物有所值cost-effective12 公司战略corporate strategy13 许可权利licensing right14 时装设计师fashion designer15 快餐公司fast food company16 广告宣传活动advertising campaign17 研磨咖啡ground coffee18 市场份额market share19 消费者调查consumer survey20 细分市场market segmentPart III Sentence TranslationDirections: There are 10 sentences in this part. You are required to translate them into Chinese and write down your translation on the Answer Sheet. This part totals 20 points, two points for each sentence.1.The aim of the advertising campaign is to enhance brand awareness so thatconsumers become more familiar with our coffee products.广告宣传活动的目的在于提高品牌知名度，使得消费者更了解我们的咖啡。

MEMOTo：Mario CuminoFrom：European Marketing TeamGroup 2Date: 28 OctSubject: Problems Solving of CaferomaOver the years, ‘Caferoma’ has been known for its high quality and authenticity. Though in the past two years, ‘Caferoma’ suffers substantial loss of profits and market shares. There are several issues involved and an emergency meeting was called. Participants have reached an agreement on new marketing strategies outlined below, aiming at increasing sales as well as boosting market share.AdvertisingJudging by the consumer survey results, our brand image has failed to deliver our core values to consumers. In order to maintain the brand awareness as well as getting through to the target audience, we suggest to implement a series of new advertising campaigns, targeting specifically at groups such as young urban professionals (known as ‘Yuppies’), people with very distinct taste for fashion and known as the major quality coffee consumers. The advertising campaign may include sponsoring popular shows, celebrity endorsement, even collaborating with fashion designers to promote youth, enthusiasm and excitement as part of the brand nature. Multiple BrandsBy and large, ‘Caferoma’ comes under threat not only from lower-priced products and so-called ‘copycat’ products, similar products with a cheaper price, but also from top five European coffee brands. Reducing price is a straightforward way to boost sales, though in our opinion, blindly lowering price of ‘Caferoma’ would do more harm than good. As previously mentioned, ‘Caferoma’ has been known as a prestigious coffee brand for years; a price drop would damage the brand image significantly, not to mention the potential shrink of profit margin. Alternatively, we recommend the company to come up with a new product line with a new name. It would extend its product lines to the lower-end market, taking advantage of ‘Caferoma’ brand awareness to compete directly against ‘copycat’ and supermarket own brand products. Instead of ‘yuppies’ as major target audience of ‘Caferoma’, this new product should be targeted at those of who is more price-sensitive.As number speaks for itself, we believe the major issue here from the company’s prospective is the failure of delivery. It failed to deliver brand’s core values to the audience; it also failed to deliver the right product to the right group of people. Through advertising campaign to the major quality coffee consumers, as well as introducing a new product line to the market will not only rebuild the brand image, it will also help for the company to compete in the lower-end market to gain market share and profit margin, in other words, regain the dominating power in the market.。

欧洲制造除顶级奢侈品牌外几乎所有的时尚品牌都或者已经在亚洲生产，或者正在考虑这样做。

美国皮具制造商蔻驰（Coach）是一个典型的例子。

在过去的五年中，它通过完全在低成本市场生产已经提高了毛利率。

2002年3月它关闭了在波多黎各拉雷斯的工厂（公司拥有的最后一家工厂），将所有产品全部外包。

巴宝莉（Burberry）在亚洲有许多特许授权安排，2000年它决定给日本三洋公司的特许授权延长十年。

这意味着按零售价计算巴宝莉几乎一半的销售额将是亚洲授权生产的。

但是同时，日本的顾客却偏爱该集团欧洲生产的产品。

为了应对这种对巴宝莉在亚洲工厂所生产产品的需求，三洋公司在东京银座开设旗舰店，出售从欧洲进口的巴宝莉产品。

在《金融时报》的采访中，许多企业高管表示，消费者认为顶级的奢侈品牌来自欧洲，在亚洲尤为如此。

古琦（Gucci）的多米尼克·德索尔说：“无论如何，亚洲的消费者只相信：奢侈品来自欧洲，而且一定是那里制造的最好。

” 古琦的控股公司（Pinault Printemps Redoute）的首席执行官塞格·温伯格说，公司不会将古琦的生产线移到海外。

然而一些业内人士认识到，就算对豪华奢侈品牌而言，这种变化也将来临。

普拉达（Prada）的首席执行官帕特里齐奥·埃特里说：“‘意大利制造’的标签很重要，但我们真正提供的是一种风格，风格是文化的表现”。

因此，他认识到高品质的时尚产品并非总是要在意大利生产。

欧洲工商管理学院市场营销系的Amitava Chattopadhyay 教授说：“品牌就是消费者心中的一系列联想，其中之一就是原产地。

对于奢侈品，品牌的作用至关重要。

破坏它是一种弥天大罪。

没有哪个品牌经理愿意将产地和品牌形象之间的关系搞错。

”活儿脏，点子棒SOL清洁公司是欧洲北部最令人向往的公司之一，走进它的总部SOL城，你会感觉就像走进了一个商业广场。

它坐落在赫尔辛基市中心一家翻新过的电影制片厂里，里面色彩炫烂、气氛喧闹，彰显着非凡的创造力。

Dear Ms. WangI am writing to thank you for your kind and efficient assistance to make our conference so successful. All our participants said that your staff were friendly and helpful. The conference rooms were well-equipped and everything worked perfectly throughout the conference.In addition, I would like to send my special thanks to the staff in your restaurants: the food was excellent and was served quickly, which was extremely important at lunchtime as we only had a 45-minute break.Thank you again for all your help. We will certainly use the Plaza for a similar conference that we are organizing in two years’ time.Yours sincerely(103 words)Dear Mr. RobinsonI am writing to complain about the facilities and the service during our recent conference at your hotel. We organized a successful conference at the Plaza two years ago, but this time we were very disappointed.The most serious problem was the interpreters from the agency recommended by your hotel. They did not speak the languages fluently and this led to misunderstandings between the participants and caused a lot of bad feelings.Considering the inconvenience we experienced at your hotel, I suggest a 20 percent reduction in the bill for the conference.I am looking forward to receiving your prompt reply.Yours sincerely(101 words)。

体验商务英语综合教程3 第二版双语对照版Unit1 Made in Europe 欧洲制造Almost every fashion label outside the top super-luxury brands is either already manufacturing in Asia or 5 thinking of it. Coach, the US leather goods maker, is a classic example. Over the past five years, it has lifted all its gross margins by manufacturing solely in low-cost markets. In March 2002 it closed its factory in Lares, Puerto Rico, its last company-owned plant, and outsources all its products.除了顶级奢侈品牌外几乎所有的时尚品牌都已经在亚洲生产，或者正在考虑这么做。

美国的皮革商品制造商蔻驰（Coach）就是一个经典的例子。

在过去的五年中，它通过仅在低成本市场生产来提升毛利率。

在2002年的3月，它关闭了在波多黎各拉雷斯的最后一间公司所属工厂，将所有产品全部外包。

?Burberry has many Asian licensing arrangements.In 2000 it decided to renew Sanyo's Japanese licence for ten years. This means that almost half of Burberry's sales at retail value will continue to be produced under license in Asia. At the same time however, Japanese consumers prefer the group's European-made products.巴宝莉（Burberry）在亚洲持有许多许可授权安排。