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1、商务英语实训教程 （上册）（部分商务活动环节作业，未经编辑，仅供参考）(虚拟商务活动教学环节是本教材基本特色，目的是在学校环境下培养同学商务活动动手能力。部分英语教师对各单元所列商务活动作业的目的，方法，要点等可能存在不熟悉的情况。本教材编写者之一，李荣庆老师愿与诸位教师同仁共同讨论，交换意见，推动商务英语教学的不断提高与创新。第1单元1）虚拟公司组建2）虚拟公司介绍The Rain Coffee 雨之咖啡商务英语（商务英语（1）班）班姓名姓名1：金：金xx姓名姓名2：赵：赵xx33 Business StreetXihu District，Hangzhou，ChinaTel：400-555-
2、3333中国杭州西湖区商业街中国杭州西湖区商业街33号号Website:The Rain CoffeeOur Senior ManagementMarketing ManagerMs. JoanFinancial ManagerMs. JeanneSince 2003,we have been supplying different types of coffee. The classical music and quiet environment are our features. You can not only taste our coffee, but also grind coffe
3、e beans. If you are interested in our coffee machines, you can also buy them. We sincerely hope to offer you our best service.我公司始建于我公司始建于2003年，目前我们提供不同类型年，目前我们提供不同类型的咖啡。古典音乐和安静的环境是我们的特色。的咖啡。古典音乐和安静的环境是我们的特色。在这里，你不仅可以品尝到我们的美味咖啡，在这里，你不仅可以品尝到我们的美味咖啡，也可以亲自制作。如果您对我们的咖啡器械感也可以亲自制作。如果您对我们的咖啡器械感兴趣，您也可以购买。我们
4、将竭诚为您服务。兴趣，您也可以购买。我们将竭诚为您服务。We have made our coffee house into a classical style, covering 150 square meters. We have 15 employees.Products IntroductionThe types of coffeeThe types of machine第2单元 1）名片设计2）信封，信笺设计3）公司着装，发式规则Business card sample of our company Mrs. LiGeneral ManagerHeadquarters Address
5、: 33 Business Street ,Xihu District，Hangzhou ChinaTel：400-555-3333Envelop of our companyHeadquarters Address: 33 Business StreetXihu District，Hangzhou，ChinaTel：400-555-3333Website:The Rain Coffee 雨之咖啡雨之咖啡The Rain Coffee 雨之咖啡雨之咖啡Letter head of our companyHeadquarters Address: 33 Business StreetXihu D
6、istrict，Hangzhou，ChinaTel：400-555-3333Headquarters Address: 33 Business StreetXihu District，Hangzhou，ChinaTel：400-555-3333Dress code of our company: managers and office clerksWe require our managers and offices clerks to be dressed formally . We believe that a good appearance can stand for our compa
7、ny.Dress code of our company: workersWe require our workers to be dressed in working clothes. Appropriate clothes are the embodiment of the high quality service.Hair code1.The hair of man is short and fashionable.2.The hair of women is delicate and beautiful.第3单元 1）word-PDF转换格式2）图片文件处理Before the con
8、version1.Run the Word-PDF converter software.2.Add the Word document.3.Click the “convert” button to convert the Word into PDF.After the conversionFreePic2Pdf is a software which can convert pictures into a PDF document. First ,run the converter software. Then add the pictures and convert them into
9、a PDF document.第4单元 1）饼形，柱形，线形图片文件处理The Table Of Basic Information about Our EmployeesFemalesMalesEmployees under the age of 25Employees with university degree50030060055025%75%31%69%38%62%500300600550The number of our employees has increased over the past five years.350400500600800350400500600800Th
10、e total capital has risen to $60 million by 2012 from $30 million in 2008.40304550603040455060第5单元 1）团队精神2）图片文字翻译3马斯洛理论Each member in a team must cooperate with each other. Team spirit is the key to the success of the company.The team cooperation can lead to the success.BeforeAfter三菱丰田东风标致奔驰雪佛兰奥迪Mas
11、lows theory of hierarchy of needsStory supporting Maslows theory of hierarchy of needsOne year ago, our employees were not hardworking. I wondered why did it happen. I guessed that maybe we didnt offer them enough material conditions, so I made a plan later to increase their wages and provide them w
12、ith welfares during the festivals. They can have a rest and eat something in the restroom if they feel tired. After this plan has been put into practice for several months, I found they worked efficiently and pay more attention to the company. I realize that physiological needs are the most importan
13、t to the employees just like the first level of Maslows motivation theory to motivate employees.第6单元 1）组织结构设计2）部门设计This is the Organization Design of Our CompanyCEOFinance Dep.AdvertisingDep.CustomerServiceDep.Human ResourceDep.ProductionDep.PurchaseDep.DesignDep.Sales&marketingDep.managerWelfareDis
14、tributionRecruitmentDesigningcoffeeDesigningmachineDetailed Information of Some Our DepartmentsHuman Resource Dep.Number of employees:50Main duties:1.Recruiting qualified employees.2.Guiding and supervising employees for responsibility.3.Giving out welfares to employees.Detailed Information of Some
15、Our DepartmentsDesign Dep.Number of employees:35Main duties:1.Improving the functions of coffee machines.2.Designing new types of coffee machines.3.Creating modern means of making coffeeVisionWithin the next three years, we want our shops to become one of the most famous coffee shops in China. Follo
16、wing the trend, we will sell our products in the Internet . Covering most types of coffees, our shops will be special and unique. Were going to attract foreign investment by enlarging the publicity. Meanwhile, foreign advanced technology will be brought in.Mission1.To provide a relaxing and comforta
17、ble place for people.2.To offer a better service than other similar shops.3.To create a Chinese famous brand and enjoy a certain status in foreign countries.Objectives1.Generate $80 million in total revenues in 2016.2.The revenue of coffee machines sales is $20 million.3.Our products will be popular
18、 with all kinds of people.4.Be the listed company.Strategies1.Enlarge the publicity on time through people and Internet.2.Go to abroad to visit some famous coffee shops for studying their advanced management and technology.3.Select some best selling shops to set examples for other shops every month.
19、 4.Train employees regularly.5.Use some promotion means to attract more customers.Action Plans1.Develop publicity & marketing plan.2.Change traditional means of management.3.Take part in business exhibitions every year.4.Send our machine designers and technicians abroad to have a further study.第7单元
20、1）产品组合，产品线2）产品介绍Product Mix and Linescoffeecoffee machineuLatte uMocha uFlat White uCappuccino umacchiato u Semi-automatic coffee machineu Automatic coffee machineu Traditional coffee machinetraditional fancyBlack coffeeWhite coffeeu AmericanouEspresso 75%25%coffee Our company has two big parts of p
21、roducts. The main product is coffee making. In order to be welcomed by all ages, our coffee has a variety of types. Traditional coffeeFancy coffeeCoffee machine Besides the variety of coffee, we also produce coffee machines. We focus on safety and innovation, and they are also accepted by foreigners
22、.The share of coffee sales is 32%.The share of coffee machine sales is 74%.Market Share第8单元 1）产品 4P 分析With the development of economy, people pay more attention to the quality of their lives. In order to satisfy our customers needs, we offer them healthy and tasty coffees and convenient coffee machi
23、ne. They are welcomed by most of the ordinary people.We select coffee beans in good quality. Part of the coffee is imported from Brazil, Java, Colombia and so on. We use hand grinding coffee to replace instant coffee. To some extent, they are beneficial to our bodies. If customers are interested in
24、them, they can grind coffee beans in person.We bring in advanced technology to produce creative coffee machines. Traditional and modern styles are both sold. Our designers launch a new product on a regular basis.We set up our stores near the supermarkets or in the supermarkets. It is convenient for
25、customers to have a rest. They are also located near colleges.We have set up stores in these cities in China.As for UK, we have set up stores in Dublin, London and Edinburgh.In the beginning, we sell our products only in physical stores. However, with the development of e-business, we start to coope
26、rate with Nuomi, Tianmao and Fantong to sell more products.Rain coffee/雨之咖啡雨之咖啡Product NamePictureCompetitors PriceRain Coffees PriceTraditional coffee￥ 45￥ 36Fancy coffee￥ 72￥ 61Traditional coffee machine￥ 1800￥ 1600Modern coffee machine￥ 3360￥ 3070During November, customers can get vouchers or dis
27、counts when they buy our products. If they buy more than 150 yuan, they will get a small gift.第9单元 1）产品 +3P 分析Marketing manager营销经理营销经理Office Staff营销内勤营销内勤Marketing Planner营销策划营销策划Marketing Assistant营销助理营销助理Marketing manager, marketing assistant , marketing planner and office staff are 4 parts of ou
28、r marketing group.Job Description Marketing manager1.Having the abilities to plan, lead, organize and control.2.Having a good communication capacity.3.Being familiar with our products and markets. Marketing Assistant1.Helping marketing manager .2.Coordinating other members in the group.3.Having the
29、similar qualifications with the manager.Job DescriptionJob DescriptionMarketing Planner1.Being capable of writing and innovation.2.Having a good sense of responsibility for his job.3.Knowing marketing information well.Job Description Office Staff1.Being good at collecting information, promotion and
30、communicating with each other.2.Strong execution.3.Obeying the orders of managers.1.Understand the marketplace and customer needs and wants.We should understand what kinds of coffee types and coffee machines customers want. We also consider the taste, appearance and function.2. Design a customer-dri
31、ven marketing strategy.We do some researches about the coffee marketing and search our market to satisfy the customers.3. Build a perfect marketing program to make more profits.We usually offer lower price than other coffee shops to attract more customers.4. Build profitable relationships and create
32、 customer delight.We do our best to serve customers and then adopt their suggestions to adjust our marketing plans. Build a good relationship with our customers.Our products do not harm to the environment, so they are healthy. We sell our products online. Technology and some policies are beneficial
33、to our management. However, customers are our the most important supporters.第10单元 1）竞争对手品牌2）品牌logo设计雀巢雀巢 NestleNestle is a Swiss brand founded by Henry Nestle in 1867. It mainly produces chocolate bars and instant coffee. It has a good reputation and many people like it.UCCUCC is a Japanese brand an
34、d UCC coffee is fixed carefully cultivated, planted beans as raw material. UCC provides you with satisfactory service and responsibility for your life. Providing you with truly fragrant gourmet coffee, and so that more people can feel the joy of a good cup of coffee. This is UCC s mission. 皇室哥本哈根皇室哥
35、本哈根Royal Copenhagen Royal Copenhagen always has a high-quality evaluation. In the coffee market and has an unshaken position. The round table enjoys the highest quality honor of the royal Copenhagen. The reason for its savoriness and mellowness is using Brazilian coffee beans.克莱士咖啡克莱士咖啡Kreis KaffeeG
36、erman Kreis Kaffee, the worlds top ten coffee brand, was born in 1963 in Germany, the worlds first vacuum packs hair being developed into instant coffee. It is acclaimed in Europe and the Soviet Union and other countries. It has a slightly sweet and fresh, sour and mellow flavor.This is our coffee l
37、ogo. The cup is colorful as the rainbow after raining. We hope when customers enjoy our coffee they will have a good mood. In addition, bright color means bright future.This is our coffee machine logo. The pink background makes people feel sweet and warm. The traditional coffee machine stands for th
38、e long history of coffee making. We also want our company to have a further development.第11单元 1）产品生命周期分析2）品牌logo设计One of our products, its shape like a calabash, is in its introduction period. The coffee machine has just entered the market and slowly accepted by the customers. Thus, we make our effo
39、rts to increase its market share.One of our products, like a Ferrari helmet, is in its growth period. Its unique shape and various colors are very popular by customers. It is very convenient for customers to use because of its powerful functions.One of our products, fancy coffee, is in its maturity
40、period. The delicate appearance and delicious taste are the most significant characteristics. It is green food and healthy. In order to make more profits, we take measures to keep its stable position.Traditional coffee machine is in its decline period. Modern people acquire efficient machines and tr
41、aditional style is out of date,. And another reason is its high price and small supply. Maybe in the future, it will disappear in our life.第12单元 1）竞争企业广告2）自家广告Advantage: simple and elegant, specific themeDisadvantage:no logo of company,not attractiveAdvantage:interesting,attractive,colorful,humorous
42、Disadvantage:small logo,not harmoniousPeople will start their life with our coffee. We hope our coffee can bring happiness and comfort to them. Our advertisement is colorful and attractive. People may feel warm from this picture.This is one of advertisements of our coffee machines. We hope our custo
43、mers can enjoy making coffee by themselves. We also hope they can slow down and much enjoy their life. Our recent leafletAs for advertising, advertisements on Internet and leaflets are commonly used by our company.We use part of our profits to do some charity works to help others.Now, we are committ
44、ed to promote coffee and coffee machine by natural material, good service and unique appearance design.第13单元 1）促销组合设计2）自家广告Do some charity works to publicize our products.We will do some activities so that our brand will be known by the public，such as having coffee lesson, tasting our foods and so o
45、n.Personal selling . Customers will get a present after buying coffee.Our teamDrinking coffee for freeGrinding coffee by themselvesSelling onlineOur company is recently holding a coffee machine exhibition. We give a present to each one who comes to visit the exhibition. If they buy a coffee machine,
46、 they can get a big discount.第14单元 1）竞争对手分析2）客户分析3）客服软件介绍和使We have the following suggestions for customers:1.If you do not have enough money, you can choose Nestle.2.If you have considerable income and you pursue for good quality and taste, you can choose Starbucks and UCC.3.But , we have all advant
47、ages of all the above in Rain Coffee.This is the software (Zhifang 智方智方 CRM 7.6) we used to manager our customers.The introduction of Zhifang (智方智方) CRM 7.6This software is easy to use. What you have to do is simply to type your customers information into the blank.After you have typed your customer
48、s information into the blanks, you will get the following table. Through the table, you can easily manager our customers.第15单元 1）产品创新与设计Design shining points:1.Its shape like a calabash.2.Its quicker to make coffee.3.It uses environmental protection material.Our newest productsDesign shining points:
49、 1. It is low-caloric, so it can help people lose weight.2. We offer low-caloric chocolate and cookies for free.New PackingOur packing bags are green environmental. They are convenient to carry and can avoid coffee overflowing. Their appearances are simple and generous. In order to stimulate customers desire, we make bags color close to coffees.
