2015年新编剑桥商务英语unit3
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第三章市场营销学习目标:1、了解市场营销的定义2、了解市场营销的组合策略3、掌握市场细分和市场定位的方法课文一市场营销概述大约十年以前,如果你问IBM的高层管理人员他们是做什么的,他们可能会回答:“我们销售电脑的硬件和软件。
”由于缺乏市场远见,以产品为中心的IBM 公司没有注重客户的需求。
因此,当客户需求改变的时候,IBM却没有进行相应的调整,公司的业绩也大幅度下滑。
到90年代初期,大企业的市场份额和蓝筹股价急剧下跌。
在这段经济低靡的时期,IBM进行了一场具有重大意义的改革:所有的高层管理人员在与重要客户面谈之后,将客户的问题和要求上报给公司。
其实,在计算机市场,客户不但要从公司购买电脑的硬件和软件,更重要的是他们需要购买到能解决大量信息技术问题的方案。
现在,如果你要IBM的管理人员给他们的业务下个定义,他们会告诉你:“我们为客户的任何问题提供解决方案。
”大公司营销策略的转变取得了巨大的成功。
那么,什么是市场营销呢?市场营销的定义美国市场营销协会将市场营销的定义为:计划和执行观念,商品和服务的构思,定价、促销和分销以便产生满足个人、组织和社会目标的交易的过程。
IBM的营销经理们如果想要取得好的销售成绩,他们必须要明白客户的需要就是他们的目标。
如果不遵循这一原则,他们生产出来的产品将一无是处,也无人问津。
“找到客户的需求并且尽力满足”就是市场营销的主旨,换句话说,就是要“找到一个市场,并为其服务。
”市场营销组合策略一旦确定了客户的需求,营销人员就应该尽力满足这些要求,有四点需要注意,第一,要求生产出合适的产品,这是物质基础。
要使产品能尽量接近客户的要求,企业就要通过改变现有产品类型、改进产品的特点和包装或用另一种方法来描述这个产品等方式生产出“量体裁衣”型的产品。
第二点是关于交付货物的整个体系:生产者必须及时将货物运至消费者可以购买到的地方。
第三点就是消费者可以通过广告被告知这个商品的用途,营销人员应该与客户沟通,并说服他们购买。
新编剑桥商务英语(初级)学生用书答案Unit 1: IntroductionsVocabularya)1- professional, 2- nurse, 3- salary, 4- engineer,5- advertisementb)1- social, 2- contact, 3- company, 4- decision, 5-environmentc)1- receptionist, 2- engineering, 3- quickly, 4-advertisement, 5- organizationsa)1- accountant, 2- factory, 3- vacancies, 4-directorb)1- advertising, 2- employee, 3- international, 4-managementc)1- assistant, 2- customer, 3- interview, 4-responsiblea)1- salary, 2- advertisement, 3- factory, 4-interviewb)1- businesses, 2- accountant, 3- decision, 4-vacanciesc)1- receptionist, 2- responsible, 3-advertisement, 4- contactSpeakinga)Hello, my name is John. I am a nurse.b)Hi, my name is Maria. I work as an engineer.c)Good morning, my name is Mark. I am anaccountant.a)Nice to meet you too. What do you do for aliving?b)I’m an engineer. I work for an internationalcompany.c)Hi! What’s your occupation?a)I work in a hospital. I take care of patients.b)I work in a manufacturing company. Ispecialize in process engineering.c)My role is to deal with financial matters andmanage accounts.Unit 2: JobsVocabularya)1- colleague, 2- application, 3- letters, 4-experience, 5- interviewb)1- statement, 2- skills, 3- interview, 4-competitive, 5- letterc)1- vacancy, 2- recruiter, 3- experience, 4-application, 5- skillsa)1- competitor, 2- advertisement, 3- salary, 4-departmentb)1- letter, 2- responsibility, 3- experience, 4-interviewc)1- recruiter, 2- vacancy, 3- contact, 4- applicanta)1- advertisement, 2- interview, 3- condition, 4-experienceb)1- position, 2- applicant, 3- competitor, 4-recruiterc)1- department, 2- applicant, 3- opportunity, 4-advertisementSpeakinga)Have you applied for any jobs recently?b)What kind of experience do you have in thisfield?c)How did the interview go?a)I have submitted my application to a fewcompanies.b)I have experience in sales and customer service.c)The interview went well. I am waiting for theirresponse.a)What are some skills required for this position?b)How competitive is the job market in thisindustry?c)Can you give me any advice for writing a coverletter?Unit 3: CompaniesVocabularya)1- profit, 2- competitor, 3- industry, 4-investmentb)1- employee, 2- competitor, 3- successful, 4-investmentc)1- profit, 2- industry, 3- customer, 4-investmenta)1- competitor, 2- industry, 3- product, 4-customerb)1- employee, 2- competitor, 3- successful, 4-investmentc)1- profit, 2- product, 3- investor, 4- industrya)1- customer, 2- investor, 3- industry, 4-successfulb)1- business, 2- profit, 3- competitor, 4- industryc)1- employee, 2- investor, 3- successful, 4-industrySpeakinga)What factors contribute to a company’s success?b)Can you give an example of a successfulcompany?c)What industries are most profitable in thisregion?a)How do companies invest in research anddevelopment?b)Can you name a few competitors in thisindustry?c)What makes a company stand out from itscompetitors?a)How important is customer satisfaction inbusiness?b)Are there any major investors in this industry?c)What are the key factors for a successfulbusiness in this industry?ConclusionThis document contains the answer key for the New Cambridge Business English (Introductory) Student Book. It includes vocabulary exercises and speaking practice for Unit 1, Unit 2, and Unit 3. By studying and practicing these answers, students will be able to improve their understanding and communication skills in the field of Business English.。
新编剑桥商务英语(初级)学生用书_答案1. Unit 1: Getting StartedReading Task1.The United Nations International Children’s Emergency Fund.2.Its headquarters is in New York City, USA.3.To advocate for the protection of children’s rights and improve their lives.4.The rights and well-being of every child. Vocabulary Task1.satisfy2.temporarily3.repair4.shipment5.suitableListening Task1.False2.True3.True4.False5.False2. Unit 2: CommunicationReading Task1.People working in multinational companies.2.Because of differences in culture, customs, and business practices.3.Cultural sensitivity, adapting communication style, and understanding non-verbal communication.4.Polite greetings, appropriate dress code, and being punctual.Vocabulary Task1.manage2.appropriate3.gesture4.moderate5.standardListening Task1.C2.B3.A4.B5.A3. Unit 3: Business TravelReading Task1.It helps to establish and maintain business relationships.2.Making hotel reservations, booking flights, and arranging transportation.3.They need to be aware of local customs, etiquette, and have knowledge of the local language.4.Preparation, documentation, and being organized. Vocabulary Task1.navigate2.accommodation3.confirm4.transport5.locateListening Task1.B2.A3.C4.B5.C4. Unit 4: Company OrganizationReading Task1.To understand the structure, roles, and responsibilities within a company.2.It provides a clear understanding of the hierarchical structure within a company.3.It helps to ensure effective communication and coordination between different departments.4.Functions, departments, and positions. Vocabulary Task1.assign2.colleague3.document4.policy5.superviseListening Task1.C2.A3.B4.C5.A5. Unit 5: Job InterviewsReading Task1.It is an opportunity for employers to evaluate the suitability of candidates for a specific job position.2.Preparing for commonly asked questions and practicing good body language.3.Being well-groomed, dressing appropriately, and being confident.4.Asking relevant questions and expressing gratitude for the opportunity.Vocabulary Task1.evaluate2.relevant3.confident4.opportunity5.gestureListening Task1.C2.B3.A4.B5.A6. Unit 6: Telephone SkillsReading Task1.It is a commonly used tool in business communications.2.To ensure effective communication and maintain good business relationships.3.Answering professionally, speaking clearly, and paying attention to tone and pace.4.Taking messages, transferring calls, and resolving issues.Vocabulary Task1.effectively2.professional3.manner4.transfer5.issueListening Task1.B2.C3.A4.B5.C7. Unit 7: Emails and Writing SkillsReading Task1.Emails are used for quick and efficient communication.2.Formal and informal emails.3.Subject line, greeting, body, and closing.4.Being concise, using proper grammar and punctuation, and proofreading.Vocabulary Task1.efficient2.formal3.grammar4.proofread5.conciseListening Task1.C2.B3.A4.B5.A8. Unit 8: PresentationsReading Task1.To effectively communicate information, ideas, and proposals to a group of people.2.Planning, creating visual aids, and practicing the delivery.3.Confidence, eye contact, and engaging with the audience.4.Structuring the presentation, using visual aids, and answering questions.Vocabulary Task1.effectively2.visual3.audience4.engage5.structureListening Task1.B2.C3.A4.B5.C9. Unit 9: Business CorrespondenceReading Task1.It is written communication between businesses or individuals.2.To provide information, make inquiries, and establish business relationships.3.Proper salutation, clear and concise content, and professional closing.4.Business letters, memos, and emails.Vocabulary Taskmunication2.inquiries3.content4.professional5.memosListening Task1.A2.C3.B4.C5.A10. Unit 10: Socializing and EntertainmentReading Task1.It helps to build rapport and strengthen business relationships.2.Attending social events, dining out, and participating in recreational activities.3.Appropriate behavior, cultural sensitivity, and beinga good listener.4.Small talk, cultural knowledge, and expressing gratitude.Vocabulary Task1.strengthen2.appropriate3.behavior4.listener5.gratitudeListening Task1.C2.B3.A4.B5.CThis is the answer key for the New Cambridge Business English (Ele mentary) Student’s Book.。
Module 33.1 Dealing with problems (page 30)CCO = Call centre operator C =customerCCO Hello, Penco TelecommunicationsC At last, I was just about to hang up. I’ve been on the phone for ten minutes going through various options… none of which I wanted.CCO I do apologise for the wait, sir. How can I help you?C I’ve been waiting in all day for an engineer to come and repair my line. He was due to come at ten o’clock this morning …it’s now three in the afternoon. I telephoned at twelve o’clock and one of your operators promised to call me back , but she hasn’t. I’ve wasted my day waiting around and worse than that I still can’t receive any calls.CCO I’m very sorry. Can I help you number and I’ll look into it straightway ?C Y es, it’s 01889 245624.CCO OK. One moment –I’m going to see who the engineer is that has been assigned to the job … OK, I have his number. I’m going to put you on hold and try to fid out what’s happened.C Please don’t disappear. As I said, it took me ten minutes to get through in the first place.CCO Don’t worry , I’ll come straight back to you .One moment …Right, I ‘m afraid he has been delayed on another job . He apologises for not calling you sooner. He normally works until 5pm but he’s offered to work later this evening to fit in your job. He can be there by 6pm. Would that be convenient?C No, it would not. I’m going out to the cinema this evening.CCO I quite understand. In that case, I ‘m going to have to reschedule him for another day. Can you tell me when would be convenient?C well, first thing tomorrow morning, but …CCO I’ll see what I can do. Please just bear with me for a moment while I speak to him again … right that’s arranged for tomorrow morning at nine .C That’s all very well, but what am I supposed to do in the meantime?CCO Do you have a mobile phone, sir?C Y es.CCO What I can do is to divert any calls coming into your office number on to your mobile phone until your line is repaired. Would that be acceptable to you?C I suppose so. When can you do that?CCO If you’d like to tell me your mobile number. I can get that activated immediately.C OK, the number is …3.2 Exam spotlight, Exam practice (page 35)I image most of you are here today because you want to find out more about the job ofa coach. Some of you will skeptical about its benefits, others will have already stared making a career out of coaching.I myself have been coach since the late 90s, but our academy was set up morerecently in 2004 in response to a demand for more formal training in the filed. We are a private institution and don’t rely on any government funding. Our aim was to try to professionalise an industry which until then had been, in this country at any rate, rather disorganized and unregulated. We now have over 450 members and run twelve courses a year in various types of coaching. These rang from day seminars for people who are already practising as coaches to four-week course for the beginner.So what is a coach exactly? Well, there are many different types of coach offering help in many different aspects of business and parent coaching and work-life balance coaching. But the basic principles remain the same whatever the filed: using simple psychology and simple direction to help people to believe in themselves and to achieve their goals.The great thing about coaching is that not only do they help you to indentify your goals and the obstacles to achieving them, but they always help the client to look forward. This is very unlike traditional counseling, which tends to focus more on past events and mistakes and helping the person to get over the before they can move on.I’m going to show you a short film of a coaching session in a moment, but before I do, I will just mention something about the rewards of the job, and the qualification and resources that you need for it because these are questions that will be concerning many of you.The rewards: well, job satisfaction is, of course, very high, I mean, how often do you come home from work and are able to say, ‘wow, I really made a difference to someone’s life today’? As to financial rewards, sessions with coaches usually start at about£70 per hour but experienced coaches can earn anything up to £400 per hour. As to qualifications, you will need to follow an accredited coaching course, such as the ones we run here at the academy, and also you will need considerable experience in the filed that you are coaching in. If you don’t have this background it will be difficult for the client to have confidence in you.What else do you need to set up as a coach? Most coaching is done at the client’s office or home, but some coaches also see people at their own homes. In fact there’s no need always to meet face-to-face. I know of several coaches who conduct sessions by phone or online, even sometimes by text message …Module 44.1 Sales techniques (page 37)Sarah We make financial software for medium-sized companies. Competition is strong-not necessarily price competition, because in our sector, quality , reliability and service are far more important factors. We spend a lot of time getting to know eachprospect’s individual needs: their business process , their strategic aims, and um …also the issues and constraints they face. The idea work with then and help them find the best solution for their business. Working this way, there are times when I have to freely admit to people that our products may not be best suited to their particular needs ,but to be honest I’d much prefer to be doing that than using some hard-sell technique to push something I don’t really believe in myself, you how …Presenter Thank you, Sarah. Now, Dale Freidman, I know you have a very different approach …Dale I would say so, yes. In my line of business, it’s all about perceived benefits- there are some tangible ones like, for example, use of natural ingredients in our deodorants, but everyone in the industry copies ideas, so it’s difficult to sustain any kind of technical competitive advantage for long. So , I use a lot of anecdotes when I sell; I tell stories, get people laughing. My approach is direct – I guess some might say pushy, but I get results. I deal only with the decision maker, who’s generally b buyer for a chain of stores. Y ou’d be amazed how much time people waste talking to the wrong guy. I always start by presenting them with the most expensive options, because this increase our average sales, and as soon as I get a buying signal from them –it could be anything, you know, just a question like ‘what’s your most popular product?’–I move in and close the sale by discussing quantities required, special delivery arrangements, favourable payment terms, things that make them feel they’re getting added value …4.2 A sales forecast (page 42)Anke Reigl Is everyone ready? Good, then I’ll begin. OK …Well, based on average growth in sales over the last two years and given the relatively stable state of the marker at the moment as far as increase in the first quarter, about 2 to 3%. We expect this to rise to between 7 and 10% in the second and third quarters, after the launch of the new slow-release version of the drug. Marketing tells me _ thanks, Werner for your help with this …W erner Y ou’re welcome.Anke Reigl … that demand for this version is strong and should be reflected in sales more or less immediately. So that’s the basic picture. There are just a couple of monthly variations to this trend which I’ll explain now.If you look at the graph, you’ll see that in march last year sales went up quite sharply and that Bayer had distribution problems and weren’t able to take advantage of the situation. I think it’s worth nothing that disruptions in the supply chain can affect anyone and it really does pay for us to hold a reasonable amount of stock in reserve for events like these.As you know, sales generally decline in April and May –it’s just a seasonal factor -but as I already mentioned, the launch of the new version this year is expected to boost them considerably, especially in April directly after the campaign. They’ll drop back a little after that, but in July we’ll have the usual early summer phenomenon when distributors …。