商务英语基础 Unit 23 Marketing Promotion_图文.ppt
商务英语_Marketing
Text A
Text B
Real Life Practice
Practical Writing
LOGO
Text A
Reading
New Words and Expressions body [5b?di] n. 团体 marketing concept n. 营销概念
associated...过去分词短语做后置定语,修饰表语those;identifying..., and then going...并 列做介词with的宾语。 go about (doing) something: 1) to start to do something ● How can we go about solving this problem? ● The leaflet tells you how to go about making a purchase on line. 2) to do something in the way that you usually do ● She went about her preparations in a quiet businesslike way. ● The villagers were going about their business as usual.
requirements efficiently and profitably; Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges.
Text A
Text B
Real Life Practice
【商务英语】市场营销(中英)
1.Marketing 市场营销:通过计划和执行关于产品、服务和电子的定价、促销和分销,从而创造交换,以实现个人和组织的目标的过程)The process of planning and executing (执行、实行)the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销观念:企业分析消费者需求,制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 生产观念❖The Selling Concept 推销观念❖The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单) The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product(产品:有形和无形,包括包装、色彩、品牌、服务,甚至销售商的声誉)Consumer products消费品:produced for and purchased byhouseholds for their use.Industrial products 工业产品:are sold primarily for use inproducing other products.2)Price(价格:消费者为获得产品所必须支付的金额)Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品)selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略)设定最初低价,以便迅速和深入地进入市场,从而快速吸引来大量的购买者,赢得较大的市场份赖。
现代商务英语第6章促销(Sales Promotion)
第6章 促销
(Sales Promotion)
A Reviver letter 振兴信
the “Reviver”, the purpose of which is to keep the regular customers and to expend the business, because they are the main buyers of sales potential.
2. Demographic factors
Demographic changes also influence the international firm. For many products, population size may be used as a broad preliminary indicator of market potential. However, population size should only be used in conjunction with income levels and other measures, as a large population may represent little potential where income levels are quite low.
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3. Characteristics of culture
For the firm in international markets there are four major characteristics of culture: a) it is learned, b) interrelated, c) adaptive and d) may operate at times as subcultures including nationality, religion, age and occupation. The two ways in which a person develops cultural norms and values are learning by socialization and learning through accumulation.
promotion.ppt
销售促进 公共关系
比赛、抽奖、礼品、奖金、折扣 、演示、招待会、以旧换新
记者报道、赞助、研讨会、捐助 、社区关系、标识宣传
人员推销 直接营销
销售展示、销售会议、样品试 用、展览会
商品目录、邮寄、电话销售、 网络、电视销售
管理整合营销传播
整合营销传播的含义 传播的过程 开发有效传播 营销传播组合决策
传播过程
发送者
编码
信息
解码
接受者
ቤተ መጻሕፍቲ ባይዱ
媒体
噪音
反馈
反应
开发有效传播
确定目标受众 确定传播目标 设计信息 选择传播渠道 编制总营销传播预算 营销传播组合决策 衡量传播结果 管理整合营销传播过程
确定目标受众
印象分析
是一个人对某一 对象所具有的信 念、观念和感想 的综合体
A 必须维持它的好声誉 和高社会知名度
整合营销传播(Integrated Marketing Communications)
一种营销传播计划,它要确认评估各种传播 方法战略作用的一个综合计划的增加价值— —例如,一般的广告、促销和公关——并且 组合这些方法,通过对分散信息的无缝结合, 以提供出明确的、连续一致的和最大的传播 营销。
——美国4A协会定义
销售促进 (三)
工具
样品 优惠券 赠品 抽奖 免费试用 联合促销
销售促进/SP
联合促销+买赠活动 买赠活动
买赠活动 抽奖活动
销售促进/SP
销售促进/SP
公共关系
含义和主要活动
公共关系(Public Relation) 是指某一组织为改善与社会 公众的关系,促进公众对组 织的认识,理解及支持,达 到树立良好组织形象、促进 商品销售的目的的一系列促 销活动。
商务英语Marketing 优质课件
television, magazines. Internet, radio, videos, posters, cinema, direct mail, exhibitions and trade fairs, advertising in stadiums, and outdoor advertising such as billboards
Advertisonal communication of information paid for by an identified sponsor such as an individual or an organization
Modes of advertising
Product
A good is a physical object that can be purchased. A radio, a house, and a car are examples of a good. A service is an action or activity done for others for a fee. A product is a bundle of tangible and intangible attributes including packaging, colour, and brand, plus the services and even the reputation of the seller.
商务英语基础课件PPT
Phone Answering Tips
➢ contact business ➢ critical 决定性的 严重的 crucial
eg. Poverty is a critical issue in today’s world. 批判的 The report is highly critical of this phenomenon.
Related Words and Expressions
vibration 震动 silence 静音 country code 国家代码 +86 area code 区域代码 +0318 dial the wrong number 打错电话 hold on/hang on/hold the line 稍等 long-distance call 长途电话 local call 市内电话 conference call 电话会议 crossed line 线路干扰 phone directory 电话簿
➢ What would you like to do as your career? Why? teacher, public servant, white-collar worker, start your own business, cook, singer, movie star, doctor, policeman; indoor, outdoor, during the day, at night
商务英语基础ppt课件
Starting BusinesBusiness English Certificate(BEC) 剑桥商务英语证书是剑桥系列考试中 专为学习者提供的国际商务英语资格 证书考试,考察真实工作环境中英语 交流能力,被欧洲乃至全球众多教育 机构、企业认可,将其作为入学考试 或招聘录用的英语语言水平要求。
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Word check
•Company structure
•公司架构
•A report to B •A向B汇报 •Boardroom •董事会会议室
•A range of products •一系列产品
•R&D workshop •研发部车间
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Word check
• Existing • 现有的,现存的 • Product range • 产品系列/类别 • Prototype • 原型,样品(特指没上市的样品)
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Notes:
• 1. It is not common to use titles (Mr., Mrs., Dr., etc.) when referring to yourself. However, it is polite to use titles with others in formal situations, unless they give you permission to do otherwise. Examples:
4.Q:What is the very new product at Bibury Systems?
A:A voice-actived electronic toy---Big Boss.
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Language summary:
商务口语-MarketingPPT课件
•(M对其的反映)
-
48
Place
•“It’s not
what you are,
but where you
are”
-
49
Place • wholesaler
•Distribution • retailer • high-status retailer
channel •Main Street retailer • outlet, factory outlet
•服从你的渴望。(雪碧)
-
39
•We lead Others copy.
•我们领先,他人仿效。 (理光复印机)
-
40
•To me, the past is
black and white, but
the future is always
color.
• 对我而言,过去平淡无奇;而未来,却是绚烂 缤纷。(轩尼诗酒)
经济?)
-
26
• “After-sales service is kind of commitment.”
•“Lip service to the buyers is
shirking responsibilities.”
• “人不信则不立,店无信则不兴。”
-
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Promotion
•Advertising •Public relations
everyday lives.”
-
32
•Image Ambassador, Glamour
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33
•A famous international
tennis star is endorsing
【商务英语】市场营销(中英)
1.Marketing 市场营销:通过方案和执行关于产物、效劳和电子的订价、促销和分销,从而缔造交换,以实现个人和组织的目标的过程〕The process of planning and executing 〔执行、实行〕the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销不雅念:企业阐发消费者需求,制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 出产不雅念❖The Selling Concept 推销不雅念❖The Marketing Concept 市场营销不雅念The Production Concept 出产不雅念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销不雅念(操纵广告这种重要方式来与其顾客沟通从而获取他们的订单)The Marketing Concept市场营销不雅念Difference between Selling and Marketing发卖与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product〔产物:有形和无形,包罗包装、色彩、品牌、效劳,甚至发卖商的声誉〕Consumer products消费品:produced for and purchased byhouseholds for their use.Industrial products 工业产物:are sold primarily for use inproducing other products.2)Price〔价格:消费者为获得产物所必需支付的金额〕Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品〕selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透订价法---心理订价策略〕设定最初低价,以便迅速和深入地进入市场,从而快速吸引来大量的购置者,博得较大的市场份赖。
国际商务英语模拟实训教程Unit2 Sales Promotion
Model Practice Business Tips Emergency & Precaution Pattern & Useful Sentences
Exercises
BACK
国《际国商际务商 英务语英模语拟模 实拟训实训》
Unit Two Sales Promotion
现具函自我介绍,本公司是中国一家主要出口商, 经营各类运动服。
Model Practice Business Tips Emergency & Precaution Pattern & Useful Sentences
Exercises
BACK
国《际国商际务商 英务语英模语拟模 实拟训实训》
Unit Two Sales Promotion
奥迪贸易公司推荐你公方是加拿大主要儿童 玩具进口公司之一。
Model Practice Business Tips Emergency & Precaution Pattern & Useful Sentences
Exercises
BACK
国《际国商际务商 英务语英模语拟模 实拟训实训》
Unit Two Sales Promotion
Exercises
BACK
国《际国商际务商 英务语英模语拟模 实拟训实训》
Unit Two Sales Promotion
PATTERNS & USEFUL SENTENCES
介绍公司
1.We are one of the leading exporters of first class china wears and are enjoying an excellent reputation through twenty years’ business experience.
市场营销讲义英文274页PPT
The Marketing Plan
Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls
Opportunities
Corporate Headquarters Planning
Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses
Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities
Market-Oriented Strategic Planning
Objectives
Resources
Profit and Growth
Skills
Objectives
Define value & satisfaction - understand how to deliver them The nature of high-performance businesses How to attract & retain customers Improving customer profitability Total quality management
超市术语PPT课件
• 堆头: 置于墙边或通道边大量陈列促销之 地
2021/3/24
授课:XXX
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• 单品 stock keeping unit(SKU):商品的最小分类。
• 单品管理 SKU control :单品管理是通过电脑系统 对某一单品的毛利额、进货量、退货量、库存量 等,进行销售信息和趋势的分析,把握某一单品 的订货、进货情况的一种管理方法。
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授课:XXX
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• 畅 销 商 品 fast selling merchandise 补货频度和订货频度高,销售量和订货量都大
的商品。一般多指ABC分析中的A类商品。即用 20%的商品,创80%销售额的商品
• 交叉比率 cross ratio
• 交叉率=商品毛利率*商品周转率=日平均商品毛利 额 ( 按 月 计 算 ) / 当 前 库 存 售 价 额 *100% 通常以每季为计算期间。交叉比率低的为优先 淘汰商品,交叉比率越高,表示越是利润所在; 交叉比率越低,表示越不是利润所在。
• 商圈 trading area :来商店购物的顾客居住区域。 商圈的大小,主要依据有效吸引来商店购物所需 时间而定。根据时间、距离、占有率等,将商圈 分第一商圈、第二商圈、第三商圈
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• 商品供应计划 merchandising :商品由原 料开始到最终消费的全过程。即:由原料
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期性的刺激工具,用以刺激顾客较迅速或大 量的在商店购买商品。如果说广告促销提 供了在该商店购买商品的理由,那么销售 促销则提供了购买的刺激。
POP:即英文Point of Purchase Advertising 的缩写,意为店面广告、售点广告,是指 在商品购买场所、零售商店的周围、入口、 内部以及有商品的地方设置的广告。
商务英语基础(下) Unit 23 Marketing Promotion
P:Hmmm…it does sound nice.听起来不错呀。 S:And there’s free delivery!还有包邮!Plus we’ll give you an extra 10% off your next order.加上我 们会给你下个订单额外打9折。 P:Well,Ok then.I’ll have the family one.我要个家 庭装。 S:Thanks very much for shopping with Smythe and Morrison,and I hope you have a wonderful Christmas!非常感谢你在Smythe and Morrison购 物,希望你度过一个美好的圣诞节。 P:Ok,thanks,bye! S:Bye now.
We’ve just published our new catalogue for Winter 2008.我们刚刚发布了我们2008年冬天的 新目录。I can add you to our mailing list to receive the catalogue free of charge if you’d like.如果你想,我可以添加你到我们的邮件列表接 收免费目录。 P:Oh,no thank you.I’m slow under with catalogues at this time of year! 每年的这个时 候,在这些目录之下我都会慢下来。 S:Ok,no problem.If you want to find out more you can always take a look at our website at .如果你想了解 更多你可以看看我们的网站 。
Ⅵ.1.Our products are displayed in Stand B22 where you will find me during office hour. 2.We can assure you that these suiting are very popular in the Far-East Market where we have had much experience. 3.Can you spare me a few minutes when I can give you a product demonstration? 4.A questionnaire is a set of questions which are used in a survey to find out about people’s opinion,behaviour and practices. 5.Mr. Black explain the reason why he rejected the products. Ⅶ.D,B,B,A,B,B,B,B,D,A.
商务英语课件—— Marketing
Promotion involves:
• Packaging and presentation of the product
• Image • Brand name • Advertising and slogans • Brochures • Literature
• Price lists • After-sales service and
features and benefits
• Customer • Communication • Convenience • Cost
“4Cs”
Customer
What do customers need? What do customers want?
Communication
• How to communicate with customers?
What kind of promotion that McDonald’s takes is the most impressive to you?
• Its TV commercial • McDonald’s song • All kinds of coupons • Kids dancing and playing games in McDonald’s
Advertising:
• Gift coupons • Presents • Lottery • bonus • Sponsoring festivals • Bankrolling concert tours
What is “USP”?
USP: Unique selling proposition
action?
Convenience
• In which channel of distribution can the customers get what they want?
商务英语2 3-businessenglish_第二三单元
商务英语/ 用英语开会主持会议Starting & Controlling a meetingSandoz国际公司考虑开发中南美洲的奶粉市场。
Grace涂是Sandoz的总经理,主持今日的讨论会议。
身为主席的她,目的是要鼓励每位与会者有机会发言,说出自己的想法。
群体的脑力激荡贵在集思广益,而不是要尽快得到结论,所以每项方案皆应作多种角度的讨论。
英文正文Grace: OK, let's call the meeting to order. You've all looked at the reports given to you a few days ago. I've asked Sam, as marketing director, to lay out the main points of the agenda today. Sam?Sam: Thanks Grace. Well, let me bring your attention to what I see as the main issues. First are the laws in Central and South America. Will they make it hard for us to do business there? Second is how to sell in that market. Should we try to sell by ourselves? Or should we get people there to sell for us? Yes, Grace? Grace: As you know, we've asked a law expert to come today. He isn't here yet, so I think we should get the show started with the second issue, how to sell in that market.Sam: Good idea. Does everyone agree? Good. The main problem in the market is poor health conditions. We all know what happened to Nests when they sold their powdered milk in Africa. And we don't want that to happen to us. To address this issue, I'd like to call upon our medical expert, Dr. Vincent Davis, to take the floor. Vincent?Vincent: In Africa, people had very little clean water. So they put dirty water in with the powder. Many people got sick, and Nests got in trouble because of it.Grace: Can we find a way to prevent this? Isn't it also very hard to find clean water in Central and South America?中文翻译Grace: 好,现在会议正式开始。
全英文商务营销报告总结PPT模板
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Dummy Title
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A wonderful serenity has taken possession of my entire soul.
Business Infographic
Converting your business from Good to Great.
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A wonderful serenity has taken possession of my entire soul.
GOODTOGREAT
SWOT analysis
Converting your business from Good to Great.
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A wonderful serenity has taken possession of my entire soul.
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