《精选》商务英语unit4-Marketing.ppt

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商务英语综合教程第4册Unit

Learn how to create a positive
relationship and establish trust with
international counterparts.
3
Negotiation Techniques
Explore proven strategies and tactics for achieving win-win outcomes in cross-border negotiations.
open dialogue among diverse teams.
3
Building Team Cohesion
Explore strategies for strengthening teamwork and leveraging diversity for innovation and success.
Master the art of effective negotiations in the international business arena.
1
Preparation
Discover the crucial steps to take
Building Rapport
2
before entering into international business negotiations.
Financial Strategies
Discover how global economic factors impact business decisions and learn effective financial management techniques.
Managing Diversity in the Workplace

商务英语课程课件Unit 4 Business

Emotional intelligence
Manage your own emotions and identify the other party's emotional state during negotiation
03 Business Practice Cases
Case analysis of successful enterprises
Multinational Corporation Operations
To supervise or influence an audience's opinion or behavior
Business presentation skills
• To communicate a company's values, goals, and vision
Business presentation skills
Make offers and counteroffers to reach a consensus
Close the deal by agreeing on terms and conditions
Business negotiation skills
Key Skills
Listening: Listen actively to understand the other party's position and needs
• SWOT Analysis: A strategic planning tool that assesses the Strengths, Weaknesses, Opportunities, and Threats affecting a business or organization

商务英语口语-UNIT-4ppt课件

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Pair Work-Task 1
Situation
Payment
One of you is a Chinese CD player manufacturer, the other is a Korean business person. The Korean wants to import from the Chinese the equipment and technology need to make CD player in Korea.
10.output 产量，产出 e.g. The crop annual output increased thanks to the favorable weather.
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11.as a result A结.果Talking on the Phone
e.g. He got up late this morning. As a result, he missed the train.
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A. Talking on the Phone
16. productivity 生产率
17. expand 扩大，扩展 e.g. She expanded her store by adding a second room.
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Key Sentences
1.Would you like to look around the factory first? 2.This is our office block. 3.I’ll take you to the assembly shop. 4.I hope the noise isn’t bothering you. 5.I’m accustomed to this sort of thing. 6.If there’s some place you’d like to stop, don’t hesitate to ask. 7.I’ll show you a multimedia presentation about our company.

商务英语Unit 4PPT课件

- to record the main points clearly so that another person can understand clearly.
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4.1 Summarizing a conversation
Part B ❖ Listen to the recording and decide
Business letter writing
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4.2 Using notes to write a report
Objectives: 1. Practise transforming notes into a
connected text. 2. Learn to link up ideas and add
missing elements. 3. Develop skills of expanding notes
into paragraphs
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4.2 Using notes to write a report
❖ Vocabulary investigate health and safety provisions recommendations office bugs symptoms Repetitive Strain Injury (RSI) Physiotherapist union reps
which of the three styles of summary you prefer ❖ Different styles of notes may be suited to different circumstances: ➢ Numbered notes may well be useful for ‘easy reference’. ➢ More discursive notes may be appropriate as a “record for the files”.

商务英语阅读教程 Unit 4

Marketing is the ongoing process of 【moving people closer to making a decision （to purchase,
use, follow or conform to someone else’s products, services or values）】.
翻译
营销一词的含义是什么？市场营销是一个不断推进的过程，该过程的目的是促使人们心动到做出各种决定诸如购买他人的各种产品、享用他人提供的各种服务、以及遵循他人的各种价值取向。营销人员运用市场营销推广组合的变量来制定营销推广计划。
4-2
Comprehensive Reading
主语
修饰 process
C. Sometimes (50%) D. Never(0%)
In what ways are you easily persuaded into buying something? By______.
A. TV commercial B. Newspaper Advertisement C. Quality D. package E. Brochures F. Leaflets G. Price H. After-sales service
n. 产品 n. 制造业者，厂商市场调查
媒体计划
产品推广
n. 品牌 n. 市场营销媒体计划
n. 形象塑造实体环境
n. 人员 n. 放置目标市场
公共关系
distribution channel generic advertising at no cost marketing effort process drawback product pricing marketing mix charge junk mail sales strategy at regular price

商务英语4PPT课件

.
Letter of Credit
❖ Revocable/ Irrevocable ❖ Documentary/ Clean ❖ Confirmed/ Unconfirmed ❖ Sight/ Usance, or Time ❖ Transferable/ Non-transferable ❖ Revolving ❖ Reciprocal ❖ Back to Back ❖ Anticipatory (→Red Clause L/ C) ❖ Standby
Unit 4 Terms of Payment
.
Learning Objective
❖ To make clear terms of payment; ❖ To know the difference between the
three basic terms of payment.
.
Background Information
❖ 3) RMB￥898 in total. ❖ 4) The results of the investigation of the
financial standing of the Malaysian Trading Company.
.
感谢亲观看此幻灯片，此课件部分内容来源于网络，如有侵权请及时联系我们删除，谢谢配合！
D/ P
D/ A
D/P at Sight
D/P after Sight (D/P. T/R)
.
L arrangement with a bank by which the bank will accept and pay bills of exchange for the customer.
.

Unit_4_Marketing

Unit 4
Marketing
I Starting up Part B
1. g 2. f
8. k
9. n 10. e 11.o 12.c
3. a
4. m 5. 6. 7.
j b l
13.d
14. i
15.h
II Listening
A.
1.
2. 3. 4. 5.
6.
7. 8.
9. trade expand market share 10. import 11. export market research 12. foreign exchange political control economic conditions 13. customs duties traditions 14. wage levels customs duties 15. automobiles structure 16. luxurious products overseas market
B
1.
resisting consumers have to be persuaded to buy goods or services the producer’s task is to find wants and fill them
2. Through market segmentation.
esp. an accident, which happens suddenly and requires quick action to deal with it. Translation 遇到紧急情况时，击碎玻璃罩并摁下按钮。 In case of emergency, break the glass and press the button.

商务英语 4

Questions for Discussion 2

Sharon Solomon is an entrepreneur who created and markets cooking videos under the brand name At Home on the Range. She has explained to friends that she has no competition because there are no cooking instructional videotapes currently on the market. Respond to Solomon’s statement.
Adapting Marketing to the New Economy
– Internet Domains: C2C (Consumer to Consumer) – Internet Domains: C2B (Customer to Business) – Pure Click vs. Brick and Click Companies

The Marketing Research Process
Popular Research Methods
Observational Focus-group Survey
In-depth Interview
Experimental
Focus group research
Should Research Be Conducted?
Target markets & segmentation Needs, wants & demands Product or offering

商务英语入门PPT第四章市场营销

What is Marketing-----什么是市场营销
Marketing
Deciding what products to offer Setting prices
Developing sales promotions and advertising campaigns
Making products readily available
Marketing Concept
Aligning all functions of the company to focus on those needs.
Realized a profit by successfully satisfying customer needs over
the long-term
商务英语入门
------第四章市场营销
本章要点
What is Marketing? The Marketing Concept The Marketing Mix The Product Life Cycle Understanding Buyer Behavior Marketing Research Market Segmentation
Direct supply/sale
零级渠道也叫直接渠道或直销，是厂家将其产品直接销售给终端客户。常见的形式有上门推销、邮购、电话推销、电视直销以及厂家的直营机构等。其好处在于成本较低，周转快，能及时获取市场信息且公司对产品又很强的控制能力；缺点是仓储运输费用、销售人员费用和管理费用高，网络分散，覆盖面小。
3、Patience is bitter, but its fruit is sweet. (Jean Jacques Rousseau , French thinker)忍耐是痛苦的，但它的果实是甜蜜的。10:516.17.202110:516.17.202110:5110:51:196.17.202110:516.17.2021

世纪商务英语综合教程三第四版 Unit 4 Marketing

maker 2. An American T-shirt ____________ in Miami printed shirts for the Spanish market which _____________ the Pope’s visit. Instead of “I saw the promoted _________” (el papa), the shirts read “I saw the ___________” (la papa). potato Pope
and distribution.
Unit 4
Marketing
Text A
Tape Script
The Marketing Concept
5 There are many different definitions of marketing. Consider some of the The all-embracing function that links the business with customers’ needs and wants in order to get the right product to the right place at the right time; The achievement of corporate goals through meeting and exceeding customers’ needs better than the competition; The management process that identifies, anticipates and supplies customers’ requirements efficiently and profitably;

商务英语精读(第3册)Unit 4 What Is Marketing

注意到: observe, take in, take note of, take notice of,
. . .
C. Detailed Explanation
Para 3 What’s the general idea of Para 3? . . .
C Detailed Explanation
Language Points Business Knowledge Knowledge Extension
D Main Points & Difficulties E Homework
A. The Learning Objectives
To learn about the communicative skills of presenting a product; To illustrate the definition, role and operation of marketing; To master the usage of key special terms, words and phrases in this chapter; To grasp the main idea and the structure of the text; To conduct a series of listening, speaking, reading, writing and translating activities concerned with the theme of the chapter.
. .
▪.
C. Detailed Explanation
Section 1: Business Communications
James Wilson is a businessman specializing in textiles in Atlanta. He comes to trade with ABC Foreign Trade Co. Ltd.. Mr. Huang Sijie, an export salesman of ABC Co. Ltd. is authorized to show him around the sample room.

商务英语视听说PPTunit4

3. Would it be possible to have a company Requests
Promoting products Making enquiries about sales
4. I strongly recommend this item. I am sure you will be pleased with it.
3
Trade fairs are also good opportunities for building new businesses since many potential customers and suppliers are concentrated in one place.
Part V. Language Focus B
5. How long is the warranty on these computers
6. Canned foods are of special interest to me, particularly canned fruit and meat.
Evaluation by traders
Part IV. Video 1
Asking for information
Requesting Prices
Would it be too much to ask you to respond to my question by tomorrow?
May I have a copy of your price list?
Asking about delivery
1
What benefits can I expect if I exhibit at trade fairs

商务英语unit4 Marketing

Could you define the following concepts?
Market segment is a group of consumers who respond in a similar way to a given set of marketing efforts
Target marketing is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter
Selling Co buy products only if the company promotes/ sells these product
Marketing Concept
Societal Marketing Concept
• Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
Marketing mix is the set of controllable tactical marketing tools
Introduction of Xiaomi
• privately owned Chinese electronics company
• headquartered in Beijing China.
Marketing Management
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”

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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Marketing management is “the art and science of choosing target markets and building profitable relationships with them.”
• Creating, delivering and communicating superior customer value is key.
Growing share of customer
• Cross-selling • Up-selling
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Cross-selling
is the act of selling related products at the time and point of sale. examples: You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.
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Production Concept
Product Concept Selling Concept
Marketing Concept Societal MarketingCo Nhomakorabeacept
• Consumers favor products that are available and highly affordable
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Marketing has long been considered one of the basic functions of business organizations. More recently, it has been argued that it is the central function, to which the other departments must all be subservient.
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Development of Marketing Philosophy
modern
Societal Marketing Concept
Marketing Concept
Production Product Selling Concept Concept Concept
traditional
Attracting, retaining and growing customers Building customer relationships and customer equity
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Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
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CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
Marketing is a process by which companies create value for customers and build strong customer relationships to capture value from customers in return
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Customer equity:
The total combined customer lifetime values of all customers.
Measures a firm’s performance, but in a manner that looks to the future.
• Society’s well-being
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Customer Lifetime Value:
The value of entire stream of purchases that a customer would make over a lifetime of patronage.
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• Focuses on needs/ wants of target markets and delivering satisfaction better than competitors
• Focuses on needs/ wants of target markets and delivering superior value
• Improve production and distribution
• Consumers favor products that offer the most quality, performance and innovative features
• Consumers will buy products only if the company promotes/ sells these product
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Kotler’s definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”