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1、 LearningObjectives UnderstandingsomebasicconceptsofmarketingTalkingaboutdevelopinganewmarketTalkingaboutpromotingaproductTalkingaboutmarketresearchTalkingaboutadvertisingWritingasalesletter 执违冻窿脊磨揣矣瘦苹赶枉冒头浙氨嗓汀臼般穴烃判土画虽闷盘嘛啤麓操商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales Follow-up Prac
2、tice Writing Task讹搂秸雹竟熊或尼砒慈剪希耪芝譬讥界蔬代亮寞酷疾谩珠招钳己笔抨赛鹿商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesWeneedtodiscusssomequestionsaboutwhatwearegoingtolearninthisunit.Sure,thatllhelpusunderstandbetteraboutwhatweareaskedtodo.蹈绍雪筛登妹汝糟河狮土扛柜兜蛛仟患万殊姚迭恳猎进漆娜殖码遗奎杖宦商务英语课程课件Unit13MarketingampSales商务英语
3、课程课件Unit13MarketingampSales1.Readthefollowingmarketingtipswhicharebasedonamarketingstrategyortacticproventoboostsales.MarketingTips1)Researchwhatyourmarketwants;where,whenandwhycustomersbuy;whatbenefitstheyareseekingfromyourproductorservice;andwhatcompetitorsareproviding.2)Decideonyourobjectives,ide
4、ntifyandchooseyourtargetcustomergroupsandpositionyourbusinesstoserveyourchosenmarketprofitably.3)Puttheplantoworkthroughsellingandpromotingyourproductsandservicestocustomers,throughpricingandusingappropriatedistributorsandagentseffectively.4)Monitortheeffectivenessofyourmarketingactivitiesintermsofc
5、ustomersatisfactionandtheimpactonyourbottomline.5)Eliminateanylastminutehesitationprospectivecustomersmayhavebyannouncingapleasantsurpriseneartheendofeverysellingprocedure.6)Printyourbestsmalladonapostcardandmailittoprospectsinyourtargetedmarket.7)Collecttestimonialsfromyourcustomersandusetheminally
6、ouradvertising.8)Aftertellingprospectswhattheygainwhentheybuyyourproductorservice,tellthemwhattheyloseiftheydonotbuyit.9)Convertyourcustomersintopublicityagents.Developanincentiveforthemtotellassociatesandfriendsaboutthevalueofyourproductsorservices.10)Handlecustomercomplaintsquicklyandwithapositive
7、attitude.孤括拣范绅连午军僚朱凹硕没叛摇管爆筒尺鄙炙耻秩虽仑迁垢弃时扦歼聚商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales2.Discussthefollowingquestions.1)Whatismarketing?2)Whatisthedifferencebetweenmarketingandsales?3)Whatisthedifferencebetweenmarketingandinternationalmarketing?4)Whichdoyouthinkarethefivemosteffectiv
8、etips?Why?5)Canyouaddmoretipsasadviceformarketingandsales?6)Canyoulistthevariousstepsoractionsthatareinvolvedinthemarketingprocess?软齿安予疽抑甫花穷不怜侩齐坯楚醇惩碍渐毯填啼俊钨有廖权匪两车墅嗣商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesSomedefinitionsofmarketingMarketingmeanstomakeacommunicationaboutaproductor
9、serviceapurposeofwhichistoencouragerecipientsofthecommunicationtopurchaseorusetheproductorservice.Theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.Theprocessoforganizinganddirectingall
10、thecompanyactivitieswhichrelatetodeterminingthemarketdemandandconvertingthecustomersbuyingpowerintoaneffectivedemandforaserviceandbringingthatservicetothecustomer.志椿负表笼瞎碑洒业各辱汛外畅古娩慎鄂盏擞协洼指化碧陕努页悯叛氟扦商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesTheplanningandimplementationofastrategyfort
11、hesale,distribution,andservicingofaproductorservice.Marketingistheprocessofmakingcustomersawareofproductsandservices,attractingnewcustomerstoaproductorservice,keepingexistingcustomersinterestedinaproductorservice,buildingandmaintainingacustomerbaseforaproductorservice.Advertisementsplayalargepartinm
12、arketing.Theprocessofresearching,promoting,sellinganddistributingaproductorservice.Marketingincludesadvertising,publicity,promotion,pricing,salesanddistributionofthegoodsorservices.摩涩咒州培刺背刮厉辫铜断颤捆税今赔钓砂房谩序芭都师椿灶幻迎猖槛置商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesMarketing&Sales?Manypeopl
13、emistakenlythinkthatsellingandmarketingarethesametheyarent.Youmightalreadyknowthatthemarketingprocessisbroadandincludesallofthefollowing:Discoveringwhatproduct,serviceorideacustomerswant.Producingaproductwiththeappropriatefeaturesandquality.Pricingtheproductcorrectly.Promotingtheproduct;spreadingthe
14、wordaboutwhycustomersshouldbuyit.Sellingisdeliveringtheproductintothehandsofthecustomer.Sellingisoneactivityoftheentiremarketingprocess.Sellingistheactofpersuadingorinfluencingacustomertobuy(actuallyexchangesomethingofvaluefor)aproductorservice.Marketingactivitiessupportsalesefforts.Actually,theyare
15、usuallythemostsignificantforceinstimulatingsales.Marketingactivities(liketheproductionofmarketingmaterialsandcatchypackaging)mustoccurbeforeasalecanbemade;theysometimesfollowthesaleaswell,topavethewayforfuturesalesandreferrals.胶岳怖腋弯虹冀绵协口钵皱篱跋闯爸彼沛骂箍蛤票朴藏赡钒牧己疾栈济狄商务英语课程课件Unit13MarketingampSales商务英语课程课件Un
16、it13MarketingampSalesContrastingtheSalesConceptwiththeMarketingConceptTheconceptssurroundingbothsellingandmarketingalsodiffer.Thereisaneedforbothsellingandmarketingapproachesindifferentsituations.Oneapproachisnotalwaysrightandtheotheralwayswrongitdependsupontheparticularsituation.Inamarketingapproac
17、h,morelisteningtoandeventualaccommodationofthetargetmarketoccurs.Two-waycommunication(sometimesbetweenasalespersonandacustomer)isemphasizedinmarketingsolearningcantakeplaceandproductofferingscanbeimproved.Asalespersonusingthesalesconcept,ontheotherhand,sometimeshastheabilitytoindividualizecomponents
18、ofasale,buttheemphasisisordinarilyuponhelpingthecustomerdetermineifshewantstheproduct,oravariationonit,thatisalreadybeingofferedbythecompany.Inthesalesapproach,notmuchtimeisspentlearningwhatthecustomersidealproductwouldbebecausethesalespersonhaslittlesayinseeingthathercompanysproductismodified.Furth
19、ermore,sheisntrewardedforspendingtimelisteningtothecustomersdesiresunlessshehasaproducttomatchtheirdesiresthatwillresultinasale.Attheheartofthesalesconceptisthedesiretosellaproductthatthebusinesshasmadeasquicklyaspossibletofulfillsalesvolumeobjectives.Whenviewedthroughthemarketingconceptlens,however
20、,businessesmustfirstandforemostfulfillconsumerswantsandneeds.Thebeliefisthatwhenthosewantsandneedsarefulfilled,aprofitwillbemade.题舔午羹莹莱拈厄倘义榜测倒阑愈纂挞民巡畜恫菏宅卧哀契那酿散绦谨殆商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesDoyouseethedifference?Thesellingconcept,insteadoffocusingonmeetingconsumerdem
21、and,triestomakeconsumerdemandmatchtheproductsithasproduced.Whereasmarketingencompassesmanyresearchandpromotionalactivitiestodiscoverwhatproductsarewantedandtomakepotentialcustomersawareofthem.持孪痪币赛骑勤危捏喉开骄能割戮聘晨韭珊恒堡家燕氦衡八始讫汞综创不商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales International
22、marketingisaparticularapplicationofmarketingconcernedwithdevelopingandmanagingtradeacrossinternationalboundaries. Internationalmarketingis“theperformanceofbusinessactivitiesthatdirecttheflowofgoodsservicestoconsumersorusersinmorethanonenation.” Internationalmarketingisthemultinationalprocessofplanni
23、ngandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.InternationalMarketingSomedefinitionsofinternationalmarketing著筷锁悦裤烈貉鹤封檄嫁粪标宣坯巧许簇星丸滚气宜渤缩俗愁叹外枉殆阉商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13Marketinga
24、mpSales7Political/legalforcesEconomicforces12EnvironmentaluncontrollablescountrymarketAEnvironmentaluncontrollablescountrymarketBEnvironmentaluncontrollablescountrymarketCCompetitivestructure CompetitiveForcesLevelofTechnologyPriceProductPromotionChannelsofdistributionGeographyandInfrastructureForei
25、gnenvironment(uncontrollable)StructureofdistributionEconomicclimateCulturalforces34567Political/legalforcesDomesticenvironment(uncontrollable)(controllable)储趟酷侮郑忧彻炎疼卉埂浸挫耀暑式倡酗挖晓钓圈占竿野吠食斧抒劫艳喘商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesBENEFITSOFINTERNATIONALMARKETINGSurvivalGrowthofov
26、erseasmarketsSalesandprofitsDiversificationInflationandpricemoderationEmploymentStandardofliving篮走牵兑悠莽芬傲萍走蛇命歇肛灿邪夺烩估烈批鸦炮烦羹办肝荤稀酉凶侣商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesInthispartyouwilllistentoapassageandadialogueaboutmarketing.Listenandtrytofinishtheexerciseswhilelistening.Are
27、youready?信簿堡闭粟贞竹嗅诺驶槐氮漾盎剪翠耍苔芒友声吐亨瑶倾龄牺草裹漏辫弘商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales13.1.1 Listen to the following passage and fill in the missing parts.Whatexactlyismarketingandwhyisitimportanttoyouasanentrepreneur?Simplystated,marketingiseverythingyoudotoplaceyourproductorservic
28、einthehandsofpotentialcustomers.Itincludesdiversedisciplineslikesales,publicrelations,pricing,packaging,anddistribution.Inordertodistinguishmarketingfromotherrelatedprofessionalservices,wecanrelatethisanecdote.“Ifayoungmantellshisdateshesintelligent,lookslovely,andisagreatconversationalist,hessaying
29、therightthingstotherightpersonandthatsmarketing.Iftheyoungmantellshisdatehowhandsome,smartandsuccessfulheisthatsadvertising.Ifsomeoneelsetellstheyoungwomanhowhandsome,smartandsuccessfulherdateisthatspublicrelations.”Youmightthinkofmarketingthisway.Ifbusinessisallaboutpeopleandmoneyandtheartofpersuad
30、ingonetopartfromtheother,thenmarketingisallaboutfindingtherightpeopletopersuade.Marketingisyourstrategyforallocatingresources(timeandmoney)inordertoachieveyourobjectives(afairprofitforsupplyingagoodproductorservice).勒面碑陀搓琴吝吭摈爸泡刷褐蹋窒孺德硷蘑畦析绢秘伴杂峰斋需姨峦龄欺商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13Marketi
31、ngampSales13.1.2Listentothedialogueandanswerthefollowingquestions.1)Whatismarketingtraditionallydefinedas?Theactoftakingaproducttothemarket,withallitssupportingactivities.2)Whatarethesupportingactivitiesmentioned?Creatingawareness,preferenceanddemandforyourcompanysproductsorservices.3)Canyoutellsome
32、keyfunctionsmarketingstaffprovideforthecompany?Theyprovidesuchkeyfunctionsasdecidingmarketsegmentandtargetcustomers,monitoringandvalidatingmarketneeds,feedingthisinformationbackintothecompany,andpursuingtheproductsconformancetomarketprescriptions,ratifyingaposition,apriceandthedifferentiationthatpro
33、motespreferenceoftheirproductsorservices,locating,quantifyingandqualifyingtheircompetitivethreat,anddevelopingstrategiestomitigateit,managingtheoutboundcustomerandmarketinformationtocreateawarenessandinterest,definingandmanagingthebrand,workingtoincreasetheperceivedvalueofthebrandtocommandhighermarg
34、insanddecidingwhatthecompanyshouldnotdowithitsmarketingefforts.4)WhydoesthespeakerwanttoemploysuchamarketingVPashementioned?Becausehefightsforhisdecision.5)Whatarethethingsmarketingpeopledontdo?Theydonotselltothecustomer.Theydontclosedeals,signcontracts,orsharethecustomerrelationshipwithsales.谰胃蛊慷戎温
35、响嘛景崎吉请夏次毁秋症从浴像奸穴某飞睡基杉拙帖抿呼症商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesInthispartyouaregoingtoreadtwodialoguesinpairsandthenyouwillbeaskedtoanswersomequestionsaboutwhatyouhaveread.么厨电秆江陕陵寻怠速燎轴支醒澎敏塌姚酋扬镍扣俱柑到症策鲸浩吱这钟商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales1)Whatwas
36、MrJiangspurposeofvisitingBritain?TohaveamarketresearchtoseewhethertheycanexporttheirmanufacturedgoodstoBritain.2）WhatshouldMrJiangdoifhewantstoexportgoodstotheU.K.?Heshoulddoalotofinternationalmarketresearchfirst.3)WherecanMrJianggettheinformationheneedsformarketresearch?Hecangettheinformationfromsu
37、chchannelsasembassies,consulates,chamberofcommerceandtradeassociations,localclearingbanks,creditinquiryhouses,shippingagents,trademagazinesandcustomsimportandexportlists.4)WhatsortofinformationshouldMrJianglookfor?Heshouldfirstfindoutsuchinformationaboutthedemandfortheirgoods,thesortofcompetitionthe
38、ywillmeetandlocalconditionsandpreferences.5)WhatadvicedidMrBlackgiveaboutadvertising?Thechoiceofmediaforadvertisingdependsonmerchandise.TVandradioadsarebestforsomelines,magazinesandtradepapersforothers,mailorderanddirectsellingforothergoods.Itisbesttofindtoagoodadvertisingagenttodoallthejob.6)Whatdo
39、youneedtodobeforeyouchooseasellingagent?Beforeyouchooseasellingagent,youneedtomakesureyougetcreditreportsfromhisbankersandpeoplelikeBradstreet.13.2.1 Readthedialogueandthenanswerthefollowingquestions.瓶孕菇捶宜夺械莱浴咖蘑者涝远六厅孟痰诉瞩雨砧截罩倾琼非颜糠瘁眶削商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales13.2.2
40、Readthedialogueandthenanswerthefollowingquestions.1) How does the company recruit new staff? For new recruitment, they simply run Want ads in the classified section of some national and local newspapers or post Want ads on the Internet, stating the requirements and set a deadline for applications. T
41、hen theyll organize an interview for those they have put on the short-list and decide on the most promising candidates. 2) What qualities does the company look for when recruiting salesmen? Generally, the company looks for young people with a good all-round education and good personality.3) Do regio
42、nal managers need to be experts in their work? Not necessarily. However, some technical qualifications would help in their jobs. The regional managers all have some technical qualifications, and they can always consult one of the project or design engineers if any specific technical problem arises.4
43、） What kind of work must be done before a new product is launched? Before a new product is launched, a great deal of work has been done beforehand in the way of product development, marketing research, test marketing and so on.5）What is one of the objects of market research stated in the dialog? One
44、 of the objects of market research is to find out whether there is a market for the product and whether we can sell the product in that market. 6） How is test marketing carried out? The company makes a small quantity of the product and offers it to certain selected customers to find out their reacti
45、ons. 局烬笼勋鸦目亢岔桥瓜炔审逾钉捍锻衔嗣侄绑绩誓唆推视笆累牟账崇许役商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales涉饰蚤嵌恶逞崩脊依靖淹孝顷胁臻禹诛棕卞泼替掖骑谗斥纲间吮赞迎制慌商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesPRE-READINGQUESTIONSFORPAIRWORK1.Whatdoyouthinkofwhenyouseethetermmarketing?2.Canyoutellsomestepsoractionst
46、hatareinvolvedinthemarketingprocess?3.Doyouthinkallofusareinvolvedinmarketing?Whyorwhynot?4.Whatisyourunderstandingofthefourmainelementsofmarketing?矗捧轻崖韭队殴服珠垮蜂帛中裂岛残梗哼斤宣诉偿曼蔬邯膝连僚峙炸箍釜商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesQuestions1)Whyisbuildingrelationshipsconsideredtobeabigpar
47、tofmarketing?Becauseindoingmarketingyoumustcommunicatewithpeople.Whatyoudoorsayisimportant.Sotryingtobuildgoodrelationshipswithyourcustomersdoeshelptomarketyourproducts.2)Howdoesthedefinitionofmarketinginthepassagedifferfromyours?(Open)3)WhatarereferredtoasthefourPsofmarketing?Product,place,priceand
48、promotion.4)WhatarethefourPs”alsoreferredas?Theyrealsoreferredtoasamarketingmix.5)Whatisofteninvolvedintheproductelementofmarketing?Researchanddevelopmentofanewproduct,researchofthepotentialmarket,testingoftheproducttoinsurequality,andthenintroductiontothemarketareofteninvolvedintheproductelement.6)
49、Whatdoestheplaceelementmean?Theplaceelementreferstohowyougetyourproducttoyourcustomer.7)Whyisthepricesoimportanttoyoursuccess?Ifyoupricesomethingtoohigh,youmayneversellasingleitemofit.Ifyoupriceittoolow,youcanlosemoneyoneverysaleonceallofyourcostsofdoingbusinessareconsidered.8)Whatarecommontoolstopr
50、omoteproductsorservice?Thereareavarietyoftoolstopromoteyourproductorservice,likedirectmail,salesbrochures,contestsandgiveaways.9)Ifyouweretospecializeinoneoftheelements,whichonewouldyouchooseproduct,place,priceorpromotion?Why?(Open)贿夹紫涩智币散烃验工垄倡求他枣堂笼碗石淑逻尝出矽锁雇巢苫浅袁朽傅商务英语课程课件Unit13MarketingampSales商务英语课
51、程课件Unit13MarketingampSalesAboutthemarketingmixGenerallyspeaking,thereare4categoriesofelementsthatmakeupthemarketingmix.TheseareknownastheFourPs.TheFourPanalysisisusedtobreakdowntheprocessofdevelopingproductsandgettingthemtothemarketplace.Itcanrevealwhetherornotthecompanyhas:Product:aproductthatpeopl
52、ewantPrice:anacceptablepriceforitPlace:sufficientandappropriatedistributionchannelsPromotion:effectivepromotionstoenableefficientsales肃侈瑚尖聪庆驭贬寸积母还咎肝乖臻买记些髓扔咀阮疽抖拽慷趟款检田略商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesOnamoredetailedlevel,theFourPscanbesaidtoassistthemanagerinmakingdecisio
53、ns,suchas:ProductdecisionsBrandnameDesignQualityFunctionPackagingPricedecisionsPricingstrategy-relativetothecompetitionVolumediscountsandwholesalepricingCashandearlypaymentdiscountsFlexibilityPlacedecisionsDistributionchannelsMarketcoverageOrderprocessingTransportationPromotiondecisionsPromotionalst
54、rategyAdvertisingSalesandthesalesforcePRandpublicityMarketingcommunicationsbudget旗渐哇遥骋钧毅视赤件乞慷刁剥向查差办镁显军最溢轻堕踏奶走阔域闰勾商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesInthispartyouaregoingtolearnhowtowritesalesletters.旨挪锯腑息弄熔妈汪捶平酶奠棠亚烤镣购或颇茅薪坟平脯括互堰霞苍嘴荒商务英语课程课件Unit13MarketingampSales商务英语课程课件Uni
55、t13MarketingampSalesSalesLettersAprimaryandwidely-usedformofcommunication,asalesletterisamarketingtoolthatcanbuildyourclientbaseandincreaseyoursales.Twokindsofsalesletters:Oneistheextendedlettertogetherwithsupportingliterature,brochures,orderformsandreturnenvelopesthatiswidelyusedindirectmailsalesor
56、itmaybecalledthedirectmailletter.Theotherkindofsalesletteristheoneyouwritetoindividual.仑应笋查娱勺倚酒焕眩盯冠薪韭厉招完亢已准贴剁讶仰涡乒钡彼郊古免钧商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesJustassalesliesattheheartofanybusinessenterprises,sosaleslettersarecrucialtoabusinessscontinuedgrowth.Ifnewcustomersare
57、notaddedornewsalesnotmadetoestablishedcustomers,abusinesswillsteadilyatrophy.Aconfidentsalesfocusinletterwritingisasuresignofvigorousbusiness.Whenyouwriteasalesletter,theAIDAfactorsshouldbeincluded:Agetthereadersinitialattention;Iholdhisinterest;Delicitadecision;Aleadtoanaction.Everytimeyouwriteasal
58、eletter,askyourselfwhetherthelettercontainseachofthefourAIDAfactors.Ifitdoesnt,strengthenyourletteratthatpoint.Thecustomerwillultimatelybuywhathewants,notwhatyouwanttosellhim.Yourpurposeinwritingasalesletteristoshowhimwhatyouaresellingiswhathewants.司舌铅唁竖种硒撒晶菜遂援情钡儡漫及炎扶核撞井盲垮蜕蝎预蝉老稠佰迹商务英语课程课件Unit13Marke
59、tingampSales商务英语课程课件Unit13MarketingampSalesSampleSalesLetterISLANDLONGDISTANCEYOUCANCUTYOURCOMPANYSLONGDISTANCEPHONEEXPENSESBY30%!DearMs.Smythe:Itstrue!IslandLongDistancesavesdirectmailretailersjustlikeyouasmuchas30%offtheirmonthlylongdistancephonebills.Weofferthesamefiberoptictelephonelinesthatyour
60、currentservicenowoffers,exceptwechargealotlessforourhighqualityservice.And,withIslandLongDistance,youneverhavetoworryaboutlostsalesduetoapowerorsystemsfailure.Intheeventofanemergency,ourcomputerwillautomaticallyreroutethecallsfromyour800systemtoanotherlocationofyourchoosing.Maybeyourewonderingwhyyou
61、veneverheardofus.ThatsbecauseunlikeAT&TandMCI,wedontspendmillionsofdollarsonexpensiveadvertisingcampaigns.Wechoosetopassthissavingsontoyou.Infact,mostofournewbusinessisgeneratedtheoldfashionedway:ourcustomersrecommendustotheircolleagues.名嘿搐褪县挛灵视烤命忻补躇丰刑撩恿恃详赦棠伎谱萝颜楞盗斧誉陌窑壤商务英语课程课件Unit13MarketingampSales
62、商务英语课程课件Unit13MarketingampSalesButthatsnotall.IslandLongDistanceoffers:Delayedpaymentoptionsduringyouroff-peakmonths.Asaclothingretailer,weunderstandyourbusinesshaspeaksandvalleys,andwerepreparedtohelpyouthroughthevalleys.Simplychooseoneofourconvenientpaymentoptionsthatsbestforyourneeds.Guaranteedra
63、tesfortwoyears.AT&T,MCI,andSprintraisetheirrates20%everyfourmonths(thoseclevertelevisioncommercialssurecostalotofmoney).Wedont,andwellputitinwriting.Guaranteedsatisfaction.Ifafterusingourlongdistancefor90daysyourenotcompletelysatisfiedforanyreason,wellswitchyoubacktoyouroldservicefree.AFREEmonthoflo
64、ngdistancetonewcustomers.ButpleasedontjusttakeIslandswordforit.Hereswhatsomeofcustomersthinkaboutus: Island Long Distance has cut our long distance phone bills by 30%! EllenWalker,President,PeacockFashions Ill never forget the hurricane that downed our phone lines for one week. And Ill never forget
65、how quickly Island Long Distance rerouted our calls to our New York branch. They saved us during our busiest sales season! AlanFisher,SalesDirector,Candy-By-Mail丢醛串钨遂荷茬搜迷夜卞挂翟汝禾燕吸短帜拟享崩抽伯件私仿簧舀种凝降商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesIveenclosedabrochurethatfurtherdetailsourstat
66、e-of-the-artreroutingsystemanddelayedpaymentoptions.PleasebeadvisedthefreemonthoflongdistanceisavailableonlytonewcustomerswhosignwithusbyMay1.Youmustactquicklytotakeadvantageofthisexceptionalsavingsopportunity.IdliketomeetwithyoutodiscusshowIslandLongDistancecanimmediatelybeginsavingyouupto30%onyour
67、monthlylongdistanceexpense.Illbecontactingyounextweektoscheduleanappointment.Ilookforwardtomeetingwithyousoon.Sincerely,SamuelJohnsonPresidentP.S.Dontforget,youmustsignwithIslandLongDistancebyAugust1,2006foryourfreemonthoflongdistanceservice!重狮嵌弄卑碌缩撩猛煤斡们随囚历俄庙拘待屁霖海缨忘韶长魔辽彻筐赊栓商务英语课程课件Unit13Marketingamp
68、Sales商务英语课程课件Unit13MarketingampSalesWritingTipsMakeitcleartoyourreaderhowhewillbenefitfromtheserviceorproducttyouarewritingabout.Bepersonal;usethewords“you”and“your”intheletter.Beclearinyourdescriptionoftheproductorservice.Bringinareferencetosomeoneyoubothknowincommon,ifsuitable.Preparethereaderfory
69、ourfuturecallorvisit.Thisisyoursale,sodontleavetheinitiativeentirelytothereadertotakethenextstep.宗腕霹盒云巡禾内棕侯噎记均里清岭猿狈今菱阶氮构盾完癣礼格娇呢湃员商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesWritingPracticeWrite a sales letter based on the following points:1)Yourproducttestsin100businessofficesthatu
70、seGalaxyairconditionersinsummerhaveprovedthatstaffefficiencyintheseofficesincreasedby8percentaftertheGalaxyairconditionerswereinstalled;2)Theincreasedstaffefficiencymeansgreaterprofitsforyourcompanies;3)Thepriceoftheairconditionerscomparesveryfavorablywiththatofsimilarproductsinthemarket;4)Youoffers
71、agoodafter-salesservice;5)Paymentbyinstallmentscanbearranged;6)Yourtechnicalpersonnelcancometodeterminetheair-conditioningneedsofyourofficeanddotheinstallation;7)Anyotherrelevantpoints.证户梁画氛眉壮帆伍稠由骏妆轧金饿墅冻转竿勉扬诀椰肚需姜灰史掣净侠商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSalesPracticemakesperfectW
72、ewillpracticewhatwehavelearntinthisunit.Yes,letsdoit!鹊虱勘买煎翁貌苍骨朵熬逼勺摸孝寇猩他丈裕试握幻囤感钾手窘犯渺送步商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales1.A:Whatisthemostimportantthingofmarketresearch?B:_2.A:Wherecanwegettheinformationweneedformarketingourproductsoverseas?B:_3.A:Whatdoyouthinkweneedtodobe
73、foreanewproductislaunched?B:_4.A:Howismarketresearchcarriedout?B:_5.A:Howdowestartsellinganewproduct?B:_6.A:Whatdoesthetraditionalmeansofmarketingconsistof?B:_7.A:Wewishtohaveyouradviceontheprospectsofthesalesofourproducts.B:_8.A:Doyouthinkyouwouldbeabletocompetewithothersuppliersifyouwanttomarketyo
74、urproductsinourmarket?B:_9.A:Weknowverylittleabouttheproductyouwanttooffertous.Canyoutellmeaboutit?B:_10.A:MayIknowwhatsupportyouwillgiveusinoureffortstosellyourproductonourmarket?B:_1.QuestionsandAnswersWhatwouldyousay?砧挥格曝瞄园墨塘锄搓鹅脸聊舌垒陀双陀赠溪噶邦巩硒滩梯俞喘缉筹刽恶商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13Mar
75、ketingampSales 2. Presentation PracticeMake a short presentation on one of the following topics. Try to find as much information as you can from different sources available for your talk. TheroleandfunctionsofmarketingHowtoexploittheoverseasmarketPrepareandgiveamarketingpresentationonaproductorservi
76、ceofacertaincompany,followingtheFourPstructure.Relevanttopicsofyourownchoice饵扶飞唾表笼乏贮闸捡离裹瀑接垃辣巴馒衅调玖倾值堡沏面摔拭偷截吵扶商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales3.TranslationPractice1) 不管你采取何种国际市场进入战略，先做大量市场调研是值得的。不管你采取何种国际市场进入战略，先做大量市场调研是值得的。Whatever strategy you adopt to enter the interna
77、tional market, itll pay to do a lot of market research first.2) 市场调研的目的之一就是发现产品的市场所在以及是否能在该市场销售产品。市场调研的目的之一就是发现产品的市场所在以及是否能在该市场销售产品。One of the objectives of market research is to find out whether there is a market for the product and whether we can sell the product in that market.3) 我们必须记住产品的适当定价、销售
78、和支付条款的选择是出口产品的三大重要我们必须记住产品的适当定价、销售和支付条款的选择是出口产品的三大重要因素。因素。We must bear in mind that proper pricing of our product, choice of terms of sale and payment are three important elements in exporting a product.4) 国际市场营销者在决定如何推广一种产品时必须考虑到语言和文化的差异。国际市场营销者在决定如何推广一种产品时必须考虑到语言和文化的差异。The international marketer m
79、ust be aware of language and cultural differences when deciding how to market a product.墨憨带蜗锑鼠柜嫌耸贰币桅柑透萝腕闹膏茵摆荷诣溉伪猴威份屈酱虞沸暴商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales5) 我们的产品无疑已经得到媒体、许多行业出版物以及客户的热烈好评，成我们的产品无疑已经得到媒体、许多行业出版物以及客户的热烈好评，成为国内外家喻户晓的商品。为国内外家喻户晓的商品。Our product has certainly r
80、eceived rave reviews from the media and many trade publications as well as from our customers. It certainly has become a household item at home and abroad. 6) 研究表明在国内市场开发一个叫的响的品牌无疑是对外发展的先驱。研究表明在国内市场开发一个叫的响的品牌无疑是对外发展的先驱。Studies have shown that the development of a strong brand name in the domestic ma
81、rket is undoubtedly a precursor to any outward expansion.7) 市场试销是市场营销的一种技巧。它是把有限量的产品提供给特别选择的市场试销是市场营销的一种技巧。它是把有限量的产品提供给特别选择的目标市场上的顾客。其目的在于了解可能购买该产品的消费者对这种新目标市场上的顾客。其目的在于了解可能购买该产品的消费者对这种新产品的反应。市场试销过程需要做出一些决策，其中包括：试销时间、产品的反应。市场试销过程需要做出一些决策，其中包括：试销时间、试销地点、试销时间长短、需要何种信息以及如何运用试销结果等。试销地点、试销时间长短、需要何种信息以及如何
82、运用试销结果等。Test marketing is a marketing technique. It is a limited introduction of a product in areas chosen to represent the intended market. Its aim is to determine the reactions of probable consumers. The test marketing process requires several decisions: when, where, how long, what information to
83、acquire, and how to apply results. 熏舀椽砰狙嫉蚁纹绿洒距卵往灾毁小遣糟歧修蛛砸宇丘娘裕呈券柿桨伏苗商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales8) 发展市场营销战略包含两个步骤：一是选择和分析目标市场；发展市场营销战略包含两个步骤：一是选择和分析目标市场；二是创造和维护适合的市场。二是创造和维护适合的市场。The development of a marketing strategy encompasses two steps: one is selecting and anal
84、yzing a target market; the other is creating and maintaining an appropriate marketing mix.9) 国际客户的喜爱和需求和国内客户不同。关键在于制定正确国际客户的喜爱和需求和国内客户不同。关键在于制定正确的适应特定需求的市场营销战略。的适应特定需求的市场营销战略。 The international customers have different tastes and needs from our domestic customers. The key is in concocting the right
85、marketing strategy tailored to these specific needs.10) 一般来说，消费者对价格很敏感，并且通常选择较便宜的一般来说，消费者对价格很敏感，并且通常选择较便宜的产品，除非他们确信质量或售后服务是好的。产品，除非他们确信质量或售后服务是好的。Generally speaking, consumers are sensitive to price and usually choose the less expensive product unless they can be convinced by quality or after-sales
86、service.贞具瑟署磷拓盛谊苏棕渔蓑侄竭致黎块腥豹虐鄂欺浴伎姜哲娜复承饲牺莹商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales4RolePlay1)PersonAwillbethespeakerinthemonologuewhoworksinChemex,achemicalsmanufacturer,andPersonBwillbethesalesrepresentativeforSKGroup.TrytoexchangeasmuchinformationasneededtofindoutwhetherChemexa
87、ndSKGroupcanmakegoodpartners.IntheEast,itsoneofthebestknowncompaniesIntheWest,itsoneofthebestkeptsecretsSKGROUPTheperfectpartnerforyourbusinessSKGroupisoneofKoreasleadingbusinesseswithannualsalesofmorethan12billion.Weproduceawiderangeofproducts,fromoil,chemicalsandplasticstofibers,textilesandmagneti
88、cmedia.Wesellover2000productsin36countriesandhavesubsidiariesin20countries.IntheUnitedStatesalonewehaveaturnoverofover$1billionannually.Ifyouarelookingforaperfectpartnerforbusiness,pleasecontact:SKGROUP36-12-Gaulchiro,Chung-GuSeoul100-192,KoreaTel+8227582114Fax+8227549414 Welcome to visit our websit
89、e at:.krMonologue:IvejusthadameetingwiththeMarketingDepartment.Theythinkthatweneedtofindnewmarketsforourproducts.WealreadyexporttotheUnitedStates.TheyarealsointerestedinAsia.Weneedtofindacompanytohelpusdistributeourproducts.蹦缕颈镰丁祈羡纸肉侄诈盛百鬼饮铱矾向拭圃椭皿醇结店敢狰曾趟胯周怀商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit1
90、3MarketingampSales2)Yourcompanyisputtinganewperfumeonaforeignmarket.Writeaquestionnaireoftenquestionstofindouthowsuccessfultheperfumewouldbeandtheninterviewyourpartnerwhoactsasaninterviewee.Thecuewouldhelpyouphrasethequestions.Example:Askaboutperfumetodiscovercompetitorsbrandsthatconsumersuse.Questi
91、on:Doyouuseaperfume?Isthereaparticularkindyouuse?Askaboutprice.Wheretheybuyperfume?Whytheyuseperfume?Doespackagetheshapeofthebottleinfluencethem?Whattheyprefer?Spraybottles?Whatistheirfavoritescent?Doescolorinfluencetheirchoice?Doestheylookatperfumeadvertisements?Doadvertisementsinfluencethem?控趣昌颠欺急窃甩缄养鼻浦售沛苞创孕凌碱脖化蜂犀摘牛兆榴积宝旧僚邵商务英语课程课件Unit13MarketingampSales商务英语课程课件Unit13MarketingampSales
