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

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。

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。

Name ______________________________ ___________ Class ____________________________1 New Market Leader Quick Placement TestElementary to Pre-intermediateTry to answer all forty five questions. There is one mark per question.Choose one answer from the four possible answers.For example:What __c __ you do?a) doing b) are c) do d) is1 – ‘Is Kenji a consultant?’– ‘Yes, _____.’a) he is b) it’s c) he’s d) consultant2 Does Max _____ in China?a) working b) worked c) works d) work3 _____ aren’t any flights on Friday afternoon.a) They b) There c) Those d) This4 My friend Vittoria is _____ sales manager.a) a b) she c) it d) these5 We have _____ new products.a) lot of b) a lot of c) lots d) lot6 She didn’t _____ the factory yesterday.a) visited b) visits c) visit d) visiting7 ‘Are Felisa and Ramon married?’ ‘No, _____.’a) they’re no b) not c) they aren’t d) they not8 The CEO wants to visit our branch _____ Monday.a) at b) in c) to d) on9 _____ she talking to a customer?a) Does b) Is c) Are d) Do10 How _____ do you travel abroad?a) many b) time c) often d) like11 Sarayu goes _____ every Saturday.a) swim b) swimming c) for swimming d) to swimming12 _____ you like a cup of tea before the meeting?a) Are b) Do c) Can d) Would13 – ‘Is there a meeting next Monday?’– ‘No, _____.’a) there isn’t b) not there c) it isn’t d) is not14 We are always very busy _____ the afternoon.a) in b) to c) at d) on15 My colleagues aren’t _____ in sport.a) interesting b) interested c) keen d) enjoying16 Do you have _____ representatives?a) much b) lot of c) twice d) many17 The city centre is too dangerous. I want to live in a _____ area.a) safe b) fast c) short d) light18 Marketing executives _____ a very good salary at GLP International.a) work b) find c) earn d) win19 Oh, hello. _____ to meet you. I’m Violeta.a) Pleased b) Thanks c) Please d) Thank you20 What do you think _____ our new boss?a) on b) for c) in d) of21 How much _____ this computer cost?a) does b) price c) is d) money22 What do you recommend for the main _____?a) menu b) food c) course d) meal23 We don’t always have those goods in _____.a) shop b) stock c) launch d) delivery24 We paid a €100 _____ at the beginning, and then paid the rest over twelve months.a) receipt b) guarantee c) deposit d) amount25 She always does what she promises to do. She is very _____.a) reliable b) punctual c) sociable d) creative26 I am _____. I want to reach the top in my career.a) motivating b) relaxed c) helpful d) ambitious27 Hyun-Ki doesn’t like _____ work. When he works at night, he can’t sleep during the day.a) flexible b) shift c) informal d) part-time28 _____ I use your phone, please?a) Should b) Must c) Could d) Would29 Rabiah has worked here _____ three years.a) for b) ago c) since d) still30 What sort of problems _____ you had to deal with?a) were b) did c) will d) have31 I _____ get through to them. Their phone’s always engaged.a) can b) can’t c) haven’t d) have32 A good website _____ be difficult to use.a) hasn’t b) don’t c) shouldn’t d) isn’t33 Morley & Davis _____ opening a new store next month.a) will b) are c) want d) going34 I think we should _____ all the candidates tomorrow.a) to interview b) will interview c) interviewing d) interview35 _____ your boss coming next week?a) Is b) Going c) Will d) Does36 These cars _____ made in France.a) being b) have c) are d) be37 –‘I’ve got a problem with my printer.’–‘Oh, I’m sorry to _____ that.’a) hear b) know c) listen d) understand38 How much is a single room _____ night?a) per b) for c) to d) cost39 I’d like _____ information about your new products.a) many b) some c) much d) an40 Can we change the time of our meeting? I’m afraid I can’t _____ it on Friday.a) come b) go c) work d) make41 All our products are _____ in DPRK and Japan.a) marketing b) market c) marketed d) markets42 The manager _____ me to finish my report.a) said b) suggested c) talked d) told43 If you pay in euros, we_____ you a special discount.a) ’d offer b) ’ll offer c) were offering d) offered44 Let’s finish our work before we _____ to lunch.a) going b) went c) will go d) go45 Lisa would be a very good manager if she _____ more to her staff.a) listens b) listening c) listened d) would listen。