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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,Warming-up,Warm-1,Warming-up,Task 1 Look at the following pictures and identify the different sellingmethods.,person-to-person selling,direct mail selling,online selling,telephone selling,Notes,Warm-1-Notes,Wa
2、rming-up,Personal selling: 人员推销/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
3、desired behavior does not occur. Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified.,Warm-2,Warming-up,Sample,Task 2 Work in pairs. Look at the following flow chart. Discusswith your partner and describe the process of
4、 organicfoods going through the marketing channel.,Notes,Warm-2-Notes,Warming-up,What is a marketing channel?,A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption, which consi
5、sts of all the institutions and all the marketing activities in the marketing process.,Sample,Warming-up,After organic foods are produced, the first step is from agricultural production to wholesaling where they are transferred from producers to brokers, terminal markets, grocery wholesalers and foo
6、dservice wholesalers. The second stage is from wholesaling to retailing where the foods are stocked by traditional grocery stores, natural food stores and foodservice outlets. The last step is from retailing to consumption where these organic foods are purchased by consumers.,Reading A,Reading A,Tex
7、t,Task 1,Task 2,Business Know-how,Text A-1,Reading A,The Multi -channel E-Commerce 1 In the midst of the US economic crisis, cautious spending and downsizing have left the retail industry in serious trouble. March 2009 saw a 9 percent decline compared with March 2008. However, online sales continue
8、to show steady growth in the face of adverse economic conditions. They are expected to grow 11 percent to US$156.1 billion in 2009, following a 13 percent increase in 2008.,翻译,声音,Text A-2,2 Given cautious consumer spending and tight credit, why is online retail continuing to grow fast while overall
9、retail numbers drop? Retailers need tolook no further than the great benefits and savings of selling via a multi-channele-commerce platform.,Reading A,翻译,声音,Text A-3,3 The Internet has a distinct advantage over in-store retail: the presence of countless on-demand sales channels. Still an e-commerce
10、platform doesnt simply offer a new sales channel; retailers are actually increasing in-store purchases using online platforms. In-store retailers with e-commerce platforms may make use of multiple channels and consolidate them through cross-channel retailing. This cross-channel strategy might be giv
11、ing customers the ability to order online and pick up in-store, or it could be as simple as honoring gift cards through all sales channels. By implementing a cross-channel strategy, retailers could open up sales opportunities and improve customer satisfaction through convenient services and fulfillm
12、ent of customer requests.,Reading A,翻译,声音,Text A-4,4 Retailers are also able to improve on-demand purchasing capabilities to increase sales online. An automated online platform allows retailers to receive orders at any time and customers to check the status of their order at their convenience. By pr
13、oviding such an easily accessible option for customers, online retailers are catering to all of their customers, no matter what their shopping habits might reflect.,Reading A,翻译,声音,Text A-5,5 Increasing attention is being placed on green business practices these days, and an e-commerce platform help
14、s retailers promote environmentally friendly business practices. From a business point of view, they can save huge costs by cutting out traditional paper marketing and distribution methods. For example, retailers used to spend hundreds of thousands of dollars on paper catalogs. Now they can cut cata
15、log expenses through email marketing and easily updatable online catalogs.,Reading A,翻译,声音,Text A-6,6 With the development of business intelligence, more and more companies are recognizing that an efficient system for data collection and analysis is necessary for growing their businesses. An e-comme
16、rce platform simplifies raw sales data capture, as well as data for customer profiling and order-processing informationany data that is necessary for providing a greater understanding of the retailers business. The data collection capabilities of the Internet give e-commerce platforms a strategic ad
17、vantage over in-store retail, where data is much more difficult to capture in a systematic and organized way.,Reading A,翻译,声音,Text A-7,7 Ultimately, the strength of online and cross-channel retailing comes down to effective use of the Internet and e-commerce platforms. As e-commerce and technology continue to improve, more and more businesses are relying on e-commerce platforms to gain a greater understanding of their customers, cut costs, and run operations more efficiently.,
