大学商务英语课件Unit-2-Selling-online

Unit 2 Selling online2.1 (I = Interviewer, IT = Indira Thambiah)I Argos sells goods in its high-street stores and online.How do you run these operations successfully side by side?IT The key to our success is that we treat the customer asa single individual, and we don't treat customers asonline customers or store customers. Our experienceshows that customers will sometimes buy online, sometimes order on the telephone and sometimes gointo the stores to pick up goods. So we need to understand what our customers want at any one timeor what our customers want depending on the productthat they're buying, and serve those customers in themost appropriate way. In terms of our operation, our operations are fully integrated. The prices that weshow on the website are identical to the prices that you would pay in the store. You can call up a call centreand enquire about an order that you, you placedthrough any channel, whether that's the store, thewebsite or the telephone. And if you buy somethingfrom the website and you don't like what you've got,you can return that item to a store. So running a multichannel operation is the key to our success. We don'trun operations side by side; we run a truly integratedmulti-channel offer.2.2 (I = Interviewer, IT = Indira Thambiah)I What do you think are the keys to success in online selling?IT I think the, the most important thing is to understandthat customers use websites for lots of differentreasons. Some people are coming to a website toactually buy something on that day; um, other people,uh, and a lot of people, are coming to a website toacquire information either about a product, um, orabout the retailer, um, and the key to selling online isto understand or recognise what the customer wantswhen they're on your website and try and provide that information. So the keys for us are providing goodimages and good information –technical informationon all of the products that we sell; being very clearabout the price of the product and any promotionsthat are running alongside those products; being veryclear to the customer about what the delivery optionsare for each individual product; and then, allowingthem to find all of that information and then buy once they're ready.2.3 (IT = Indira Thambiah)IT The key is to understand that not everybody wants to buy from a website, um, and for us, a lot of our customers will, will research products online and then go to the store to pick that product up. Um, and so it's about understanding that customers online behavevery similarly to customers on the high street: they come and browse, and then they think about it, andthen they come back and buy. And again it's goingback to understanding that customers are people,they're not online customers or store customers, they're just customers, um, and that they will want to do different things at different times. Um, so the key's making a site that is easy to navigate, easy to find, um, and easy to transact with. And if you can get those key things right, then customers will keep coming back to you.2.4 (M = Michelle, D = Designer)M Let's talk about the time for setting up the website. We want it in a month's time. That's the end of July.D It's a bit early. I was hoping to have two months to do the job. If I finish in one month, will you agree to reduce the number of pages?M Yes, that's no problem. Just do the best you can. Our priority is to have the website up and running as soonas possible.D OK then, agreed.2.5 (M = Michelle, D = Designer)M Now about payment. You want to charge us 50 dollars an hour. That works out at 400 dollars a day, I believe.D Yes, that's the normal fee for the job.M Well, we'd prefer to pay you a fixed amount for the work. We can offer you $6,000.D I see. Do you mind if I ask you why you want to pay that way?M Well, you see, that way we can control the cost of the project. If we pay you per hour, the cost could become high. It could get out of control. This way, we know where we stand.D I see. $6,000. Mmm, that could be all right, I suppose, as long as I get some money in advance. How about paying me half when I start the work and half at the end?M Yes, I think we could arrange that. OK. I agree to that.2.6 (M = Michelle, D = Designer)D Now, the design of the website. Will we have book covers on it?M Absolutely. I'd like to display a large number of book covers on every page. They'd really attract people's attention. What do you think?D It's a bit too much, I'd say. A lot of pictures take too long to download. I'd prefer one big image. How about that?M Mmm, I don't know. People like to see the book covers. It draws them into the website, believe me.D Maybe you're right. How about two covers per page, then?M OK, that sounds reasonable. Now, what else do we need to discuss before you get started?。

Unit2 Selling online1 E-commerce: Electronic commerce is the paperless exchange ofbusiness information using electronic datainterchange (EDI), e-mail, electronic bulletinboards, fax transmissions, and electronic fundstransfer. It refers to Internet shopping, online stockand bond transactions, the downloading and sellingof soft merchandise (software, documents, graphics,music, etc.), and business-to-business transactions.2 chain n a series of connected metal rings, used for pulling orfastening things; a length of chain used for aparticular purpose 链子，锁链e.g. a heavy gold chain around her neck 她脖子上的粗金项链/ a bicycle chain 自行车链条n a series of connected things or people 一系列，一连串（人/事）e.g. a chain of events 一连串事件/ mountain/island chains 山脉/岛群form a human chain 排成一条长龙n a group of shops/ stores or hotels owned by thesame company 连锁商店e.g supermarket chain 连锁超市/ chain store 连锁商店/chain-smoker 一支接一支的吸烟者3 account n an arrangement that sb has with a bank etc. to keepmoney there, take some out, etc. 账户e.g open/close an account 开立/结清账户savingcertificate 定期存款单passbook/ bankbook/ deposit book 存折current/checking account 活期存款账户jointaccount 联合账户fixed deposit by installments零存整取saving account/ fixed deposit 定期存款overdrawn account 透支账户to run up/ pay off overdraft 透支严重/付清透支account executive 客户经理n a written record of money that is owed to a businessand of money that has been paid by it. 账目e.g. to do the accounts 记账the accounts department会计部门n an arrangement with a shop/ store or business to paybills for goods or services at a later time, forexample, in regular amounts every month 赊销账e.g We have accounts with most of our suppliers 我们与大多数供应商都实行赊购制。