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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,Warm-1,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,Personal selling: 人员推销/
2、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 desired behavior does not occur.
3、 Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified.,Warm-2,Task 2 New Yorks Times Square is one of the most desirable places for advertising. Look at the digital but while many retailers suffered great losses, store s
4、ales at Payless were much better.,Reading A,Text A-7,7 Due to the series of reforms by Rubel, Payless is returning to steady growth. Low production costs provide a competitive advantage as they continue to increase profits. In good times as well as in bad, Payless has created a formula for value tha
5、t customers love. The company remains confident that its strategy to make fashion more accessible to ordinary people will produce favorable results regardless of future economic conditions.,Reading A,A-Trans-1,Reading A,1 提到纽约的第五大道，你会想起哪家店铺呢？蒂凡尼？古驰？还是阿玛尼？有一个你可能没有想到的名字，那就是配莱斯。,配莱斯鞋业：时髦且不贵,A-Trans-2,R
6、eading A,2 配莱斯公司1956年创立于堪萨斯州。它发展得非常迅速，这得益于其在当时非常创新的理念：顾客可以自己挑选鞋子。五十年过去了，它已成长为面向低端消费家庭的全美最大鞋店。,A-Trans-3,Reading A,3 直到2005年为止，这种自选式经营的鞋店看起来一切都非常美好；之后配莱斯开始失去市场份额，店铺也纷纷倒闭。零售行业早已改头换面，如果买鞋的顾客非常看重价格，那他们就会选择像沃尔玛，塔吉特，科尔士这样的一站式超级折扣店。一位行业的内部人士说：“你要是年复一年一成不变地生产鞋子，就别指望单靠价格便宜就能吸引顾客上门。” 以低价作为唯一经营法则的配莱斯已经毫无优势可言。,
7、A-Trans-4,Reading A,4 为了扭转不断下降的市场份额，配莱斯不得不开始全新的营销战略。首先，它雇佣了一名新的首席执行官，麦特鲁贝尔。此人拥有丰富的高端服装品牌的市场经验。鲁贝尔清楚配莱斯一定要改变自己的形象。它不能还是那个落满灰尘的廉价鞋仓库，而应成为时尚的，给人快乐的商家。“我们有能力在世界任何一个地方制作人们买得起的鞋子。现在我们要把这一点和最出色的创造力结合起来。” 鲁贝尔这样说。鲁贝尔营销战略的总体目标是不仅要提升配莱斯品牌形象，而且要重新定位配莱斯，让人们觉得即使多花点钱购买配莱斯也是一桩划算的买卖。鲁贝尔立即着手让这些改变发生。,A-Trans-5,Reading
8、 A,5 从2005年起，配莱斯鞋业公司一直致力于提升自己的整体形象。公司重新对任务和前景进行了规划和描述，采取了新的营销策略，并有望扩大市场份额。它开始通过时尚的潮流和款式来吸引顾客，而不再是单纯地依赖于打折的价格。,A-Trans-6,Reading A,6 然而出人意料的是，就在鲁贝尔的策略初显成效的时候，继“大萧条”后最恶劣的全球经济衰退在2008年爆发了。同世界各地的零售商一样，配莱斯也遭受了打击；但是相比于其他损失惨重的零售商，配莱斯的铺面销售额要好得多。,A-Trans-7,Reading A,7 由于鲁贝尔实施的一系列的改革措施，配莱斯正重返稳步增长的轨道。在他们继续增加利润的
9、同时，低廉的生产成本让他们更具优势。世道或兴或衰，配莱斯总能创造出顾客喜爱的价值配方。配莱斯公司坚信无论将来的经济形势如何，让时尚走进普通人生活的行销策略总能产生积极的效果。,n. a person, shop, or business that sells goods to the public,Reading A,retailer,e.g. Furniture and carpet retailers are among those reporting the sharpest annual decline in sales. Tran: 大量的钱都被零售商花在了广告宣传上。 A lot
10、of money is spent by retailers on advertising.,v. to direct advertising, criticism, or a product at someone,Reading A,target,e.g. The paper is targeted specifically at young people. Tran: 这次活动将针对美国的保险公司。 The campaign will target American insurance companies.,n. a plan to show how much money a person
11、 or organization will earn and how they will manage spending on an activity/project,Reading A,budget,e.g. The firm has drawn up a budget for the coming financial year. Tran: 国会通过了新的教育预算方案。 Congress has approved the new educational budget.,n. an expanse of scenery that can be seen in a single view; p
12、ainting depicting an expanse of natural scenery,Reading A,landscape,e.g. Those cottages blend perfectly with the landscape. Tran: 那是一幅春天的风景油画。 That is an oil painting of a landscape in spring.,n. someone who is an accepted member of a group and who therefore has special or secret knowledge or influe
13、nce,Reading A,insider,e.g. According to insiders, the committee is having difficulty making up his mind. Tran: 戈登是华尔街所发生的事的内幕知情者。 Gordon is an insider to whats happening on Wall Street.,to change the direction, order, position, result, etc. of something to its opposite; turn the other way round or u
14、p or inside out,Reading A,reverse,e.g. Please reverse the position of the pictures. Tran: 政府无法扭转经济下滑的趋势。 The government has failed to reverse the economic decline.,a. covering a large area,Reading A,extensive,e.g. Her knowledge of music is extensive. Tran: 这次婚礼在报纸上被广泛地报道。 The wedding received extens
15、ive coverage in the newspapers.,a. not expensive,Reading A,affordable,e.g. They offer quality service for an affordable price. Tran: 我们将完善和规范经济适用房制度。 We will improve and standardize the system of affordable housing.,to do something immediately,Reading A,waste no time in doing something,e.g. There is
16、 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 make something more modern or suitable for use now by adding new information or changing its design; to give someone the most recent information,Reading A,update,e.g. Well update you on this news story throughout the day. e.g. I would advise you to update the software. Tran: 这个数据需要一周更新一次。 The data sho
