商务英语写作 chapter_14
商务英语写作讲义Unit14MeetingAgenda
►报告中发现的问题.
►The quotation received from … ►从…(公司)收到的报价单/ 报表
►To review = to evaluate = to examine
►审查,评估
►The progress of sales program ►销售进展情况
Activity 5
Machine Tools Ltd. / the quotation from Ishiboda Machine Tools Ltd. / the price list received from Ishiboda Machine Tools Ltd. ►To review / To evaluate / To examine ►the next meeting / the meeting next time
►7), 1), 5), 2), 6), 4), 3)
Activity 6
►1. the meeting held at 2:00 ►2. matters arising from the report /
problems found in the report ►3. questions discussed last week /
►2. records, meetings
Activity 3
►The structure of a meeting agenda: 7, 12, 3, 4, 15, 9
►The structure of a meeting minute: 5, 14, 8, 6, 11, 2, 13, 1, 10
►2. problems discussed last time ►3. your inquiry dated Mar. 20,
商务英语部分练习题chapter14promotingproduct.doc
Chapter 14 promoting productI Multiple Choice14.1To make consumers aware of the product, promotion can be used when a new product is:a)elimi nated ・b)introduced to the market・c)being developed・d)obsolete ・e)at the maturity phase.An swer: (b)14.2Promotion may be used on a long-term basis in order to>rotect a product's:a)failure rate.b)Research and development・c)image and market share・d)purchase discounts.e)sales discounts・Answer: (c)14.3The methods of promotion include the following except for:a)advertising •b)personal selling.c)sales promotion.d)purchasing ・e)public relations.Answer: (d)14.4Ads that promote the firm, rather than a specific product, are classified as:a)product advertising.b)industry advertising.c)brand advertising.d)institutional advertising・e)public relations.Answer: (d)14.5Types of advertising in elude the following except for:a)newspapers ・b)magazines ・c)radio.d)television *An swer: (e)e)marketing research.14.6The following are forms of advertising except for:a)direct mail.b)telemarketing ・c)go ver nme nt publicati ons.d)computer online services・e)outdoor ads.Answer: (c)14.7Commercials that are televised separately rather than within a show are:a)personal sellingb)in fomercialsc)publicity.d)public relations.e)local advertisements.An swer: (b)14.8Advertisements that are often displayed on buses and on the roofs of taxi cabs are:a)promotions.b)public relations.c)personal selling.d)sales promotions.e)transportation ads・Answer: (e)14.9 A tech nique that requires a pers onal effort to in flue nee a con sumer's dema nd for a product is:a)Personal selling.b)product! on.c)finance ・d)accounting.e)electronic mail.Answer: (a)14.10Sales people that sell on an in dustrial and in dividual basis generally perform the following steps except for:a)identify the target market・b)con tact pote ntial customers ・c)production control.d)answer customer questions.e)follow up.Answer: (c)14.11The set of customers that initially represents all households, but is then reduced to those consumers that call back in response to an ad is the:a)product!on market*b)advertising market.c)promotion market・d)account!ng market.e)target market.Answer: (e)14.12To make (or close) a sale while the product's advantages are still in the minds of potential customers, salespeople may offer:a)product!on advice・b)incentives to purchase・c)advertising literature.d)publicity of the product.e)personal advice・Answer: (b)14.13Firms can encourage consumers to repeatedly purchase the same brand through the use of:a)coupons•b)electronic mail.c)product!on tours・d)plant visitati ons.e)market segmentation.Answer: (a)14.14To attract consumers who are in the store for other reasons, many stores create special:a)target markets・b)market segments.c)displays ・d)marketing research・e)production prototypes・Answer: (c)14.15To make the consumer aware of the product's qualities, affirm might use:a)psychographic studies・b)marketing segmentation.c)production prototypes・d)samplin g.e)financial analysis.Answer: (d)14.16To enhance the image of a product, or of the firm itself, firms attempt to develop good:a)employee morale・b)Competitive reactions.c)public relations.d)on the job training.e)in dustry standards ・Answer: (c)14.17 A brief written announcement about the firm by that firrrT the media is a(n):a)advertisement.b)sales promotion.c sales con tract.d)business con tract.e)news release・Answer: (e)14.18An oral announcement about the firm provided by that firm to the media is a(n):a)Press conference・b)advertisement.c)sales promotion.d)news release.e)free sample.Answer: ( a)14.19Firms must consider the characteristics of their target market and their promotion budget when determining the optimal:a)marketing research program・b)free sample.c)inventory control.d)Promotion mix.e)sales con test.Answer: (d)14.20When a product is promoted through the distribution channel as a result of consumer dema nd, it is called a:a)push strategyb)free sampli ng strategyc)sales promotion strategy.d)consumer rebate.e)pull strategy.answer: (e)14.21When producers promote their products to wholesalers or retailers, their promotion effort is called a:a)pull strategy.b)consumer rebate・c)Push strategy・d)Free sampling strategy.e)sales promotion strategy.Answer: (c)14.22The phase of the product life cycle where customers are persuaded to try the product is the:a)trial and error phase・b)maturity phase.c)saturation phase・d)growth phase・e)decline phase・Answer: (d)II True /false14.23Public relati ons is the relati on ship with the public, which can be used to influence con sumers ・Answer: True14.24Bra nd advertisi ng is a nonpers onal sales prese ntati on about a specific in stitutio n. Answer: False14.25The most effective type of advertising for all products is through newspapers.Answer: False14.26Direct-mail advertising is frequently used by local service firms, such as realtors, home repair firms, and lawn service firms.An swer: True14.27 A key to long-term selling success is the attention given to purchasers even after the sale is made・Answer: True14.28Some promotional coupons are not provided to consumers until repeated purchases have been made・Answer: TrueIII Cross Word Puzzle14. 29 _____ is the act of in creasing the accepts nee of a specific product or bra nd.Answer: Promotion1430 The _______________ is the combi nation of promoti on methods that a firm uses to in crease the accepta nee of its products.Answer: promotion mix1431 _______ is inten ded to dem on st rate a bra nd〃s superiority by comparison to other competitive bra nds.Answer: Comparative advertising14.32 ____ represent a potential refund by the manufacturer to the consumer. Answer: Rebates1433 _____ is a gift or prize provided to consumers who purchase a specific product.Answer: premium。
商务英语14
FOURTEENThe Advertising Manager at Work(In John Martin's office.)John Martin:Oh, hello, Joanna!Can you find somewhere to sit?Joanna Harvey:Thanks.Now there are two things I'd like to tell you.Could we take the regular advertising programme first?John:O.K.Joanna:Well, I'm changing the style of our advertisements.I think the old slogan 'H. & G. is your guarantee' is a bit out of date now.John:I agree it's old-fashioned, but it's been part of our publicity for so long now that it's almost a household expression .Joanna:I think we should change it.We need to project a forward-looking image.You know, modern efficiency plus elegance and old-time product reliability.John:I certainly think that applies to the new desk range, but I'm not so sure about... well, the old 'steadies' like the 'Windermere' range, for instance.That's run for years, and its still selling well.That style of desk is still far from the end of its product life cycle.Joanna:If you think that, I won't change the slogan for that range.The advertising agency are all for keeping it, too.John:And we've got a lot of older customers who trust our reputation, so let's keep the new campaign for the new lines .Joanna:Now we come to the new desk range, the 'Standfirm'.I'm very excited about this.It's a most attractive range.John:I think so too.We've got great hopes for it.Joanna:I've planned a teaser campaign.We'll run it for two months before the official launching, and that, as you know, is to be at the International Office Equipment Exhibition.Here are the suggested layouts.What do you think of this one?John:The girl is marvellous.But where are the desks?Joanna:That's the idea!Here's the perfect secretary, the ideal office: all the boss needs now is one of our magnificent 'Standfirm' desks to complete the picture.Details will be given later.John:Splendid!Now what about the direct mail shot?Joanna:We'll despatch that to two thousand potential customers.I think it should go out a few weeks before the exhibition.John:How's the exhibition stand coming along?Joanna:It's the first time we've taken a stand at this particular exhibition.I got hold of an exhibition contractor to design and build it for us.I've been down to the stand designers to see how they're getting on.From the drawings it's going to look very nice indeed.John:Are we going to see it before the exhibition?I think we should see it assembled first, before it's delivered in pieces to the exhibitionSo many things can go wrong.Joanna:Well, I've already authorised expenditure for this quarter in excess of my budget, and the contractors charge an extra fee, so I'll take a chance on it.John:Right.Joanna:Now the next thing is... er... I think it's very important that we should have a launching ceremony here at the factory.I suggest we invite all the representatives of the trade press, as well as a number of other journalists, anyone, in fact, who might give us a write-up in their paper.John:Why not ask H.G. to make a speech?Joanna:Good idea!We'll have the blue executive-type 'Standfirm' desk draped in purple cloth at one end of the Board Room.All H.G. will have to do is pull a cord, . .John:... exposing our beatiful new desk to an eager world!Joanna:Yes, that's it.And another desk like it will be on display on our stand at the exhibition, complete with leather blotter, telephone, inter-office communication system, the lot.Everything the ambitious executive dreams of sitting in front of.John:Just the job.Don't forget the real live pretty secretary standing by to answer questions on prices, and so on.Joanna:Oh, I won't forget that.I'll be interviewing some girls with exhibition experience tomorrow.(On the site of the exhibition.)Peter Wiles:Are you there?Oh, hello, how's the stand going?I thought I'd come along to see if I could give you a hand.I heard from Sally that the contractors were behind schedule.Good Lord, what a mess!John:Isn't it frightful!Joanna telephoned me from this madhouse earlier this afternoon, and I came here at once. Apparently the stand contractors have got two carpenters away ill.Peter:But it'll never be ready on time.The show opens tomorrow morning.John:It's got to be ready somehow.Peter:Where are the men who're supposed to be assembling the stand?John:Well, we've got Fred somewhere — ah, here he is.You've been working here since dawn, haven't you, Fred?Fred:What?Oh, it's always like this with these exhibitions.I've been doing them all my life.There's always a last-minute panic.Peter:Look, give me a hammer.Just let me take my coat off first.I can knock those nails in, Fred, while you do some thing that requires skill.Only don't go on strike because I'm not a union man, there's a good chap!Fred:Well, don't let the representative see you then.Peter:Where's Joanna?John:She's gone to try and get some new lampshades for the wall lights.The ones she ordered haven't arrived.Oh, here she is.Joanna:Hello.I got my foot in the door just as the shop was closing and bought these.I think they'll do.How's it all going?John:Slowly.Do you realise that in a remarkably few hours' time you and I, Joanna, will be back on this stand getting our big smiles ready for the opening crowd?Joanna:Oh, don't remind me!At this moment I never want to hear the word exhibition ever again.。
商务英语写作实务课件Unit 14
I. Format
Salutation Body: 1. a quotation or an attention-grabbing short story to catch the readers’ attention 2. a description of the product in the readers’ interest to arouse their interest 3. evidences of inspiring the readers’ desire to buy your product to stimulate their desire 4. encouragement to act immediately to induce their action of purchase Complimentary Close Signature
Section Two Samples
Sample 1
Dear Sirs, Did you know it equally costs $10,000.00 for efficiency your staff waste every year? Of course you know the damage of inefficiency operation to your company, please contract our training to save your company money. To upgrade the work efficiency of your employees, you may now contract “How to Efficiently Work”, a training seminar tailored to your employees. Further, we will conduct the seminar at your company during the time most convenient for your busy staff. “How to efficiently Work” reviews increase of staff motivation, development of a good interest in work, efficiency standards, rational plan goals, and much more. An efficient staff will meet your specific needs. Over 100 companies around the country will attest to the practicality of this training program. Submit your request at our website: www. or call this toll-free number : 0099-8899-8384. You will get a satisfactory answer!
Chapter 14-Resume
Practical Business English Writing
商务英语写作实训
Writing Tips
Chapter 14
Customize the cover letter for the particular job Indicate your purposes or reasons clearly Give accurate and objective personal information Emphasize what you have to contribute to the company or organization In bold type, highlight your skills that match the job description Use polite words, and expose yourself confidently and optimistically Fix ALL spelling errors and typos Personalize your cover letter. If possible, address your cover letter to the person in charge of interviewing and hiring
Chapter 14
Name
Surname
Given name
Nationality
Date of birth Current address
Marital status Permanent address
Married
Single
Address
Telephone number
Date of availability
剑桥商务英语教程 Unit14 Entertaining
14.1 Taking a guest to dinner
Understand the basic information of business entertainment Understand the basic table manners;
Vocabulary
Entertain 1) to amuse or interest people in a way that gives them pleasure 娱乐 entertain somebody with something She entertained the children with stories, songs and drama. 2)to invite people to your home for a meal, party etc 招待; 宴客 Business entertainment 商务接待
What
kinds of activities do we usually have to entertain our business partners?
business dinner cocktail party鸡尾酒会 client appreciation banquet客户答谢宴会 wine tasting & food tasting品酒会 concerts or exhibitions演唱会、展览会 an sightseeing tour of the city charity ['tʃærɪtɪ] events慈善活动 sporting events运动项目 shopping trip购物之旅
After watching a football match with your clients, you may invite them to have a meal and discuss business. Make small talks before you get into any business item. Start discussing business after the appetizer 开 胃菜has been served and do not wait until dessert.餐后甜点
商务英语阅读Unit 14 Business Ethics and Corporate
TEXT A Reading Comprehension
2. CRM: Customer Relationship Management, it
involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.
TEXT A Preview
There are myriad definitions of corporate social responsibility, with analysts seemingly divided on whether it is the ‘Corporate’, the ‘Social’ or the ‘Responsibility’ that demands the most focus. Along with this confusion of meaning comes a host of bold claims that seemingly position corporate social responsibility as the Holy Grail.
国际商务英语写作Chapter13.14商务信函
商务信函(10)
4. 表示“有关详情”: (1)I will write you particulars in my next (letter). (2)I will inform you more fully in my next. (3)I will go into further details in my next. (4)Particulars will be related in the following letter.
商务信函(7)
5. Courtesy 客气 中国人说“和气生财”。写信必须客气。只有 让读信人感到舒服,生意才有可能进行下去。 因此,写信时用词必须委婉、礼貌。有时即使 不满意,但写信最好客气一些,例如:
If you don’t pay us by the end of this month, we will be forced to resort to our lawyer though we really don’t want to go that far. 这句比“If you…, we will take legal action against you.”更委婉客气些。
商务信函(3)
1. Conciseness 简短 众所周知,时间就是金钱。商人们没有时 间去读冗长的来信。只要将需要传达的信 息包含在信中,尽可能使信简明扼要。所 以,写信时用词要简练,多用简单句,避 免长而复杂的复合句和复杂复合句。
商务信函(4)
2. Correctness 正确
“正确”的意思是:不仅语言语法正确,意 思也要表达正确,如果涉及到数据,该数 据必须正确。例如:US$ 200,000 不能写成 US$200.000,这两个数目相差太大,前者是 20万美元,后者是200美元。
商务英语函电 Unit 14
What’s an order letter?
It’s a letter (or a printed form) sent by the buyer to the seller for supply of a certain quantity of goods.
Contents of an order letter
Description of the commodity Article number Quantity Specification Terms and conditions Unit price Payment Shipment Total value Packing Insurance
01 Examples
05 Useful expressions
Useful expressions
Thank you for your order which we acknowledge as follows. We are pleased to confirm your order for…. We assure you that your order will receive our best attention. Enclosed you will find our S/C No….in duplicate. Please countersign and return one copy for our file.
As you may not be aware of the wide range of goods we deal in, we are enclosing a copy of our catalogue and hope that our handling of your first order with us will lead to further business between us and mark the beginning of a happy working relationship. Regards,
商务英语写作 第14次课
Principles
1.Start with the time, date and place of the meeting. 2.Clearly state who attended the meeting and it may also include the apology from the person who was absent. 3.Describe what has happened at the meeting in detail: be concise and clear; make a complete record; summarize what occurred; be specific; be objective; use formal words and passive voice to describe what took place.
பைடு நூலகம்
Organizational Elements
Time—the beginning and ending time and date of the meeting; Chairperson—the name of the person or the group holding the meeting; Participants—the people who attend the meeting; Content—problems for discussion, opinions of the speakers, decisions in the meeting, etc; Minute Keeper—the person who makes the minute.
To
Don’ts in Sales Letters
(精品)商务英语写作chapter14
Back
Job Objective
Sales positions in a medium-sized company.
Main contents
Identification Objective Summary of achievements (optional) Qualifications Personal information (when necessary) References
Identification
Aug. 2014 ~ Sept. 2014 Intern, Finance Department, Dell (China)
Assisted implement of DAP Payment Evaluation project in Dell (China).
Collected and analyzed the business records for Credit Finance Team.
To apply 10 years of successful high-tech sales experience to selling quality products for a progressive company.
Compare the following two ways of writing
Jun. 2014
Group leader, KPMG Case Study Competition in Xiamen University Organized and monitored the case study process. Carried out the final project.
商务英语阅读 Unit 14 Business Ethics and Corporate
Text A The Corporate Responsibility Commitment
QUESTIONS
1. Have you ever heard of a few sets of initials – like B2B, CRM, SME, CR, CSR, what are they?
TEXT A
Notes
1. B2B: Business-to-Business describes commerce transactions between businesses. Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G). 2. CRM: Customer Relationship Management, it involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.
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Character references
Character reference letters are a special category of recommendation because they are usually written by friends, neighbors or relatives. These letters meet a variety of non-employment and non-academic related needs. Everything from gaining memberships and winning awards to child custody and adoptions. Character reference letters can also be useful in job seeking.
3. Character reference From: friend, relative Usual purpose: getting a job, winning an award, child adoption, court hearing, etc.
Employment Recommendations
Do you have good interpersonal skills that enable you to get along with faculty and other students?
Do you exhibit strong leadership skills? Have you contributed to the various
A reference letter
Provides an organized analysis of your attributes and abilities
Is a "fresh when written" appraisal not clouded by time
Saves future employers the effort of interviewing your former supervisor
Saves your former supervisor the time and trouble of being interviewed
A reference letter (Cont.)
Importantly, obtaining a written letter also gives you insight into how your former employer perceives you—on balance either favorably or unfavorably. With this information in hand you can spotlight a good reference or downplay a poor one.
Don't write a letter unless...
Never agree to write a letter of recommendation unless you:
have the time to write it know the individual well enough to
recommendation Is familiar with your work Knows you well enough to be able to include
personal anecdotes in the letter Has the highest and/or most relevant job title
Academic Recommendations
Letters of recommendation are required for acceptance to the vast majority of both undergraduate and graduate degree programs. Often applicants must provide three or more letters.
What they need from you are four things:
A sense that your credentials are meaningful and therefore what you say in your letter is worth listening to
Structure for a recommendation
Recommendations often have three parts:
Opening Body Conclusion
Opening
to give the name of the candidate and the position sought.
A sense that you know the candidate well enough to form sound judgments
A sense of whether or not you are vouching for the candidate
Insights into the candidate's personal dimensions. Insights that cannot be gleaned from a resume or transcript, and often not from an interview.
Sample Opening 1
Dear Mr. Villas:
This is in response to your recent request for a letter of recommendation for Maria Hillman who worked for me up until two years ago.
discuss him or her in a tangible way honestly feel comfortable writing the
letter
Formulaic Recommendation Letters
That the more personalized a letter of recommendation is the more effective it will probably be.
Whether you are laid off or leave your job on your own accord, a letter of recommendation from your employer can be a valuable tool for finding a new job. Such a letter is often preferable to listing your supervisor and his or her phone number on your resume.
The reader of your letter will most likely have read hundreds of recommendations before, and will have only limited time to devote to it.
The business reader will have the applicant's resume. The academic reader will have the applicant's transcript and his or her standardized test scores. Additionally, both types of readers will have the opportunity to interview their respective candidate.
Chapter 14 Letters of Recommendation
Three types of recommendation letters
1. Employment recommendation From: employer Usual purpose: getting a job
Three types of recommendation letters (Cont.)
Guidelines for recommendations
Respond only to written request. Provide only job-related information. Avoid vague or ambiguous statements. Supply specific evidence for any negative. Stress facts. State that your remarks are confidential.
2. Academic recommendation From: teacher, professor Usual purpose: getting into college or graduate school, receiving a scholarship or fellowship
Three types of recommendation letters (Cont.)
Approaching your letter from this context will not only make your writing easier—it will make your recommendation more useful.