15 Marketing 商务英语函电课件PPT
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国际商务英语函电课件ppt
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
火灾袭来时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿时要迅速疏散逃生，不可蜂 拥而出 或留恋 财物， 要当机 立断， 披上浸 湿的衣 服或裹 上湿毛 毯、湿 被褥勇 敢地冲 出去
商务英语函电PPT讲稿
商务英 Business Letter
Q:What should be consisted of in a business letter?
A: The business letter consists of seven standard parts:
Smith &Evans Ltd. Registered No. 596183 England 123 Upper Thames Street London EC4V
Evans@
Your ref:
Wongsheng&Co. Rm 509-511 Tongle Bldg Shennan Rd., Shenzhen China
Q:What do you think is the importance of business letter-writing?
Key Terms:
• International trade • Business correspondence • Business negotiation
Importance: Business letters are of crucial importance in the conduct of business activities. They play an essential role in a company’s correspondence with the outside world.
商务英语函电课件-肖银娣
6
Supplementary knowledge Optional parts of a business letter：
• Attention line 交由某人办理
eg: Attention: Miss Wang Hui;
《外贸英语函电》PPT课件
CFR Rotterdam. 2.Please quote us for men’s shirts CIF Rotterdam. 报最低价
quote one’s lowest price/ make (give/send) lowest quotations.
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5. stating the earliest date of shipment. 说明最早装船期。 现在分词短语作状语，表伴随状态。
品； 3.询问对方所能提供的折扣，你方所能接受的
支付条件和期望的交货时间； 4.以盼早复收尾。
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Useful Expressions
1. learn from 从…得知 2. Commercial Counselor’s Office 商务参战处 3.handicraft article 手工艺品 4. brocade handbag 锦绣手袋 5.leading importer 大进口商 6.quote sb. a price for sth 向某人就某物报价 7. place an order with sb. for sth 向某人就某物下订
Should your quality be suitable and the price competitive, we’ll be ready to place an order for at least 5,000 pieces with you.
Your prompt attention to this matter will be much appreciated.
May 24,2006
Dear Sirs,
We have learned from the Commercial Counselor’s Office of Canadian Embassy in your country that you manufacture and export a variety of handicraft articles.
quote one’s lowest price/ make (give/send) lowest quotations.
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5. stating the earliest date of shipment. 说明最早装船期。 现在分词短语作状语，表伴随状态。
品； 3.询问对方所能提供的折扣，你方所能接受的
支付条件和期望的交货时间； 4.以盼早复收尾。
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Useful Expressions
1. learn from 从…得知 2. Commercial Counselor’s Office 商务参战处 3.handicraft article 手工艺品 4. brocade handbag 锦绣手袋 5.leading importer 大进口商 6.quote sb. a price for sth 向某人就某物报价 7. place an order with sb. for sth 向某人就某物下订
Should your quality be suitable and the price competitive, we’ll be ready to place an order for at least 5,000 pieces with you.
Your prompt attention to this matter will be much appreciated.
May 24,2006
Dear Sirs,
We have learned from the Commercial Counselor’s Office of Canadian Embassy in your country that you manufacture and export a variety of handicraft articles.
《商务函电》PPT课件
may request an offer. • Status enquiry: traders request information concerning the financial position, credit, reputation, and business methods of other firms.
• It should be noted that whoever makes an enquiry is not liable for the buying or the selling. The other party, in the meantime, can make no reply at all. However, according to the business practice the receiver of an enquiry will respond without delay in the usual form of a quotation, an offer, or bid.
• An enquiry is the first real step in business, usually made by the buyers without engagement to get information about the goods to be ordered, such as price, catalogue, delivery date and other terms.
11、试订单 Trial
12、欧洲主要港口 European Main Ports（EMP）
13、净价 Net Price Mark
14、商标 Trade
15、品牌 Brand Specification
• It should be noted that whoever makes an enquiry is not liable for the buying or the selling. The other party, in the meantime, can make no reply at all. However, according to the business practice the receiver of an enquiry will respond without delay in the usual form of a quotation, an offer, or bid.
• An enquiry is the first real step in business, usually made by the buyers without engagement to get information about the goods to be ordered, such as price, catalogue, delivery date and other terms.
11、试订单 Trial
12、欧洲主要港口 European Main Ports（EMP）
13、净价 Net Price Mark
14、商标 Trade
15、品牌 Brand Specification
商务英语Marketing 优质课件
marketing市场营销marketingconcept市场营销观念marketingmix市场营销组合productlifecycle产品生命周期buyerbehavior消费者购买行为marketingresearch市场营销调研marketingsegmentation市场细分twomajorfunctionsbusinesses
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.
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.
商务英语函电说课PPT
4.通过商务信函正 确介绍公司及产品 5. 掌握询盘、发盘、 还盘及受盘概念和 商务信函书写法,模 拟商务情境，运用 案例教学向卖方进 行首次订购。
3.执行合同 Payment Packing Shipment insurance
如皋市双马有限 7.掌握信用证的 公司向印尼杜库 不同种类的表达 以及常用语句 达公司进口 1000吨棕榈油， CIF南通到岸价， 8.掌握有关装运 即期L/C付款方 的体积、容积等 式。如皋市双马 单位的表达。 有限公司催促对 9.掌握保险条款 方及时租船订舱； 装运后发出装运 及催促发货的技 巧和常用的表达 通知。 方法 如皋市双马有限 10.掌握索赔及 公司收到货物后，索赔的基本常识 发现货物与合同 有差异，向印尼 11.熟悉索赔和 杜库达公司提出 理赔的商务信函 索赔，印尼杜库 的句型表达 达公司对其答复。
2.课程与学生关系
该课程主要是培养学生走上工作岗位后能够撰写商 务英语函电以及参与涉外商务活动的能力。本学 期该课程的授课对象是两个海外直通车的学生， 他们毕业后大多要接触涉外事务。 该课程围绕商 务贸易的各个环节，使学生能够掌握相关商务术 语、句式表达和商务信函沟通技巧，让学生体验 商务函电的整个操作流程，将理论知识转化为职 业技能，有效提高学生在外贸业务活动中正确使 用外贸英语的能力，增强了学生的就业能力及今 后的可持续发展能力。
将职业能力训练融合在任务完成中
项目名称
务关 系 Establishing Relations
模拟印尼一家公司 业务员，该公司欲 与江苏如皋市双马 有限公司新客户开 展业务往来，公司 委托他撰写一封建 交函。
1.商务信函格式 2.建立业务关系的 句型 3.了解到岸价、离 岸价、信用证等的 表达，熟悉询盘、 回复等商务信函的 模版格式 4. 公司及产品的 英文介绍表达 5.向客户询盘、复 盘的流程及询盘、 复盘的常用语和注 意事项 6.案例教学模拟询 盘、报盘。
外贸英语函电 Chapter 15 ppt
replies to the offer of agency.
Chapter 15
Lead Learning - in Objectives
Background Knowledge
Notes to Sample Letters
Sentence Bank
Many transactions in international trade are handled not by direct negotiation between buyers and sellers but by agencies, usually in the country of the buyer. It is more convenient and economical for a foreign trade company to do their buying and selling business through
agencies abroad, because a foreign agent is well
familiar with the market conditions in which he will operate, and he knows what goods and what prices are best suited to his area.
Chapter 15
Lead Learning - in Objectives
Background Knowledge
Notes to Sample Letters
Sentence Bank
the principal and the agent.
the nature and duration of the agency (e.g. general agency, exclusive agency or sole agency; a buying agent for importer, or a del credere agency).
Chapter 15
Lead Learning - in Objectives
Background Knowledge
Notes to Sample Letters
Sentence Bank
Many transactions in international trade are handled not by direct negotiation between buyers and sellers but by agencies, usually in the country of the buyer. It is more convenient and economical for a foreign trade company to do their buying and selling business through
agencies abroad, because a foreign agent is well
familiar with the market conditions in which he will operate, and he knows what goods and what prices are best suited to his area.
Chapter 15
Lead Learning - in Objectives
Background Knowledge
Notes to Sample Letters
Sentence Bank
the principal and the agent.
the nature and duration of the agency (e.g. general agency, exclusive agency or sole agency; a buying agent for importer, or a del credere agency).
商务英语函电ppt课件
Proper Layout of Business Letter
When appropriate, some other matters can be included: --Attention line --Subject line --Refference --Enclosure --Carbon Copy Notation --Postscript
issues one by one.
Course assessment
Final examination:80%(笔试，闭卷） Other 20%,include attendance
rate,homework, etc.
Unit One Business Letter-writing
1 Essentials of business letter-writing 2 Proper layout of business letters 3 Evolope addressing 4 The tendency of business letter-writing 5 The way to master letter-writing skills
--Conciseness (write short sentences and make sure one paragraph for each point)
--Courtesy (show your honest friendship, thoughtful appreciation,sincerely politeness, considerately understanding and heartfelt respecting.)
Sample 1:
Business Machines Import & Export Corp. 200 Central Street, Pudong,Shanghai,201206
外贸函电完整ppt课件
完整版PPT课件
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– Courtesy (not mere politeness,be sincere and tactful)
• Thank you for your letter of July 23, 1999. • Your letter is not clear at all.I can’t understand it. • If I understand your letter correctly…(tactful)
• $10575.9 (ten thousand five hundred and seventy-five dollars, ninety cents.)
• 介词：
– 数字前如果要用介词必须十分小心。例如：
• The price has been increased to $20. （到）
• The price has been increased by $20. （了）
市 c)县、州名及邮政编码 d)国名
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parts of business letter
• attention line
– 写信人有时希望所发信件能够迅速递交经办人或经办 部门办理，可在封内地址下一行和称呼上一行加上经 办人姓名。
• salutation
– 每个词开头首字母必须大写。
– Your Order No.2645
• the body
完整版PPT课件
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parts of business letter
• complimentary close
– yours faithfully （英） / faithfully yours （美） – yours truly / truly yours – yours sincerely / sincerely yours
《外贸英语函电》ppt课件
❖ VI. Write a reply to the following given letter.
❖ VII. Translate the following sentences into English (C→E).
3
❖ VIII. Translate the following passage(excerpts from contracts) into Chinese
❖ 1. Try to avoid irritating(惹人生气的) and offensive（得罪人的） statements in your letters; Compare the following sentences:
❖ 1a:Why didn’t you read the instruction（说明书） before using the machine? ❖ 1b:You are requested to read the instruction before using the machine. ❖ 2a: In a company as large as ours, we seldom take an order of less than 2000
business letters; 4. Be able to write different business letters in specific situations; 5. Know the language features of international business contracts and be able
to draft them by yourselves.
2
Final examination
❖ I.Fill in the blanks with proper prepositions .
15 Marketing 商务英语函电课件PPT
Means
Selling & promotion
Integrated marketing
End
Profits through sales volume
Profits through customer satisfaction
Introduction to Buisiness
7
Marketing Focus vs. Sales Focus
Introduction to Buisiness
3
The Marketing Concept
Meeting the needs and wants of customers
A customer orienБайду номын сангаасation
Backed by integrated marketing
Aimed at generating customer satisfaction & repurchase as the key to satisfying the organizational goals
Normal profits
Normal profits
Referrals Price premium Reduced selling efforts Increased usage
Acquisition
costs
Introduction to Buisiness
10
Cost of Losing/Attracting Customers
Marketing
“We offer you a green, healthy yard.”
“We offer you a dreamy, fantastic experience.”
商务英语函电课件
Fax:0451-82937461
Your Ref:
E-mail:heilight@ Our Ref:SM/L02-0031
Date: Sept.2.2005
S.M. Trading Co.Ltd.
Box:6041
Karachi Pakistan
Attention: Mr M Yasin Marlic
*
5
第五页，课件共18页。
2.3 Parts of a Business Letter
Q:What should be consisted of in a business letter?
A: The business letter consists of seven standard parts:
They will bring with them some samples you asked for, which would be salable in your market.
Thank you in advance for your help.
Yours Faithfully,
For Heilongjiang Light Industrial Products Imp/Exp Corporation
Attention: the writing of address in English
112 Zhongshan Road, Nangang District, Harbin China 译：中国哈尔滨南港区中山路112号 ② What’s the purpose of writing this letter?
*
6
第六页，课件共18页。
Supplementary knowledge Optional parts of a business letter：
《商务函电》PPT课件
3
Some letters may contain one or more of the following, which depend on the different situation of each writing requirement: 8 — reference notation 9 — attention line 10 — subject line 11 — enclosure 12 — carbon copy 13 — postscript
each paragra件每ph格一in式段de不首nt同行ed有往an区里d别缩bl，进oc齐。ke头d 式on下e w正it文h 全all部lin齐es左o边n ，the缩le进ft式. 下正文
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6) Complimentary Close (结束语) There are many ways of complementary close to show respect. It carries no specific meanings. Usually we keep them in pace with the salutation. When the salutation is “Dear sir (s)”, complimentary close will be “yours faithfully, yours sincerely”; when salutation uses “Gentleman (men)”, complimentary close will be “yours truly, truly yours”, etc.
Doctor John Smith, Professor Joyce Gwillian 3) 对认识的男性，可以同时写上职称甚至工作单位，如： Mr. John Smith,
Some letters may contain one or more of the following, which depend on the different situation of each writing requirement: 8 — reference notation 9 — attention line 10 — subject line 11 — enclosure 12 — carbon copy 13 — postscript
each paragra件每ph格一in式段de不首nt同行ed有往an区里d别缩bl，进oc齐。ke头d 式on下e w正it文h 全all部lin齐es左o边n ，the缩le进ft式. 下正文
10
6) Complimentary Close (结束语) There are many ways of complementary close to show respect. It carries no specific meanings. Usually we keep them in pace with the salutation. When the salutation is “Dear sir (s)”, complimentary close will be “yours faithfully, yours sincerely”; when salutation uses “Gentleman (men)”, complimentary close will be “yours truly, truly yours”, etc.
Doctor John Smith, Professor Joyce Gwillian 3) 对认识的男性，可以同时写上职称甚至工作单位，如： Mr. John Smith,
《商务英语函电》课件
实践演练
通过模拟商务场景，让学员动手实践商务英语函电的写作和应用。
案例分析
通过分析实际案例，掌握处理复杂商务情况的技巧和方法。
结束语
1 商务英语函电的重要性
商务英语函电是跨国商务沟通的重要工具，能有效促进商务合作和交流。
2 学习商务英语函电的建议
通过学习商务英语函电，提升沟通能力，拓展商务机会。
3 祝大家在商务沟通中取得成功
《商务英语函电》PPT课 件
本PPT课件详细介绍了商务英语函电的重要性和应用。通过展示函电的定义、 特点、分类，以及写作技巧、范例分析、常见问题及解决方法，使您快速掌 握商务英语函电的核心知识。
概述商务英语函电
定义
商务英语函电是用英语进行商务沟通的书信形式，旨在传递商务信息、达成商务目的。
特点
商务英语函电需要准确、简洁、规范，注重礼貌和正式性，遵循国际商务惯例。
希望通过本课件的学习，能够帮助大家在商务沟通中取得更好的成果。
分类
商务英语函电可以分为询盘函、报价函、订单函、支付函、投诉函、道歉函等多种类型。
商务英语函电的写作技巧
结构
商务英语函电通常包含称呼、 主体、结尾三个部分，每个部 分有特定的内容和格式。
语言
商务英语函电需要使用简洁明 了的商务词汇和句式，注重表 达准确、客观、礼貌。
格式
商务英语函电需要遵循特定的 格式，包括日期、收件人地址、 发件人地址、信头等重要信息。
1
发送函电的注意事项
包括选择适当的时机、合适的语气、准
函中常见错误及避免方法
2
备充足的信息等。
如拼写错误、语法错误，可通过校对和
使用辅助工具来避免。
3
函电中常用词汇及表达方法
通过模拟商务场景，让学员动手实践商务英语函电的写作和应用。
案例分析
通过分析实际案例，掌握处理复杂商务情况的技巧和方法。
结束语
1 商务英语函电的重要性
商务英语函电是跨国商务沟通的重要工具，能有效促进商务合作和交流。
2 学习商务英语函电的建议
通过学习商务英语函电，提升沟通能力，拓展商务机会。
3 祝大家在商务沟通中取得成功
《商务英语函电》PPT课 件
本PPT课件详细介绍了商务英语函电的重要性和应用。通过展示函电的定义、 特点、分类，以及写作技巧、范例分析、常见问题及解决方法，使您快速掌 握商务英语函电的核心知识。
概述商务英语函电
定义
商务英语函电是用英语进行商务沟通的书信形式，旨在传递商务信息、达成商务目的。
特点
商务英语函电需要准确、简洁、规范，注重礼貌和正式性，遵循国际商务惯例。
希望通过本课件的学习，能够帮助大家在商务沟通中取得更好的成果。
分类
商务英语函电可以分为询盘函、报价函、订单函、支付函、投诉函、道歉函等多种类型。
商务英语函电的写作技巧
结构
商务英语函电通常包含称呼、 主体、结尾三个部分，每个部 分有特定的内容和格式。
语言
商务英语函电需要使用简洁明 了的商务词汇和句式，注重表 达准确、客观、礼貌。
格式
商务英语函电需要遵循特定的 格式，包括日期、收件人地址、 发件人地址、信头等重要信息。
1
发送函电的注意事项
包括选择适当的时机、合适的语气、准
函中常见错误及避免方法
2
备充足的信息等。
如拼写错误、语法错误，可通过校对和
使用辅助工具来避免。
3
函电中常用词汇及表达方法
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?
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Cost of Average Sales Call = $300 Average # Calls to Convert Customer = 4 Cost of New Customer = $1200 Annual Revenue from Customer = $5000 # Loyal Years = 2 Profit Margin = 10% Lifetime Value = $1000 Firm is spending more on attracting new customers than they are worth!
The focus of marketing concept is on customers’ needs and wants, not the product itself.
Scott
Sales
“We sell grass seeds and fertilizer.”
Disney “We run theme parks.”
Focus on product development, performance and features and the growth of large scale industrial empires
Transition from scarcity of goods to scarcity of market; market saturation with basics
Transition from Internal (Organization) to External (Customer) basis for guiding marketing decisions
Relative Time & Span
Basic Managerial Objective
Industrial Profit maximization via Revolution economies of scale
Profit maximization through superior product performance
Profit maximization via demand generation
1990s
Profit maximization via matching of products to customer wants
Introduction to Buisiness
6
The Marketing Concept (Cont’d)
Sales Concept vs. Marketing Concept
Focus Sales Concept Products
Marketing concept
Customer needs
Cost of Lost Customers # Accounts = 64000 Loss = 5% for poor service = 3200 accounts Loss in Revenue / Account = $40000 Total Revenue Loss = $ 128 MM Margin = 10% Loss in Profits = $ 12. 8 MM How to Increase Retention Rate?
Introduction to Buisiness
9
Customer Satisfaction & Profits
Profits through customer satisfaction (one customer)
Referrals
Price premium
Reduced selling efforts Increased usage
Introduction to Buisiness
4
Company Orientations Towards the Marketplace
Orientation
Description
Production Product & Financial Sales
Marketing
Transition from home manufacturing to factories
Marketing
“We offer you a green, healthy yard.”
“We offer you a dreamy, fantastic experience.”
Introduction to Buisiness
8
Customer Satisfaction & Dow Jones
Means
Selling & promotion
Integrated marketing
End
Profits through sales volume
Profits through customer satisfaction
Introduction to Buisiness
7
Marketing Focus vs. Sales Focus
Marketing: Background & Concepts
Introduction to Buisiness
1
Objectives of Marketing
Increase the number of customers Increase the average transaction amount Increase the frequency of repurchase Build company image, credulation, etc.
Introduction to Buisiness
5
The Marketing Concept
Meeting the needs and wants of customers
A customer orientation
Backed by integrated marketing
Aimed at generating customer satisfaction & repurchase as the key to satisfying the organizational goals
Normal profits
Normal profits
Referrals Price premium Reduced selling efforts Increased usage
Acquisition
ห้องสมุดไป่ตู้costs
Introduction to Buisiness
10
Cost of Losing/Attracting Customers