市场营销英语详解演示文稿
科特勒市场营销讲义英文版课件
Data Driven Decision Making: The availability of big data has enabled businesses to make data driven decisions in marketing By analyzing customer data, businesses can understand consumer preferences and behaviors and customize their offers accordingly
Competitiveness
Marketing helps businesses differentiate their products and services from those of their competitors It enables them to establish a unique position in the market and attract customers
Innovators
These consumers are early adopters of new products and services and are attracted to novelty and uniqueness They are often open to trying new brands or products and are willing to pay higher prices for the latest trends
Consumer decision making process
Evaluation of alternatives
Once information is gathered, consumers evaluate different product or service options to determine which one best suits their needs and budget Consumers consider factors like price, quality, functionality, and brand reporting
市场营销英文讲义 (4)
Exploratory research • Literature review • Secondary sources • Publicly available data
Why is marketing research important? List 5 reasons
A marketing information system
Marketing environment
The company Customers Competitors Suppliers Distributors Economic Social Legal Technological Physical forces
Marketing decision-making
Strategic l new products
and markets l competitive
strategy
Tactical l sales force
monitoring l advertising
copy
2
The Marketing Research Process
Initial contact (1)
Research brief (2) Research proposal (2/3)
Exploratory research
Main data collection stage (3/4)
Data analysis and interpretation (4)
Descriptive or experimental
市场营销第一章(英文)(ppt文档)
marketing intermediaries
Final consumers
2.Designing a consumer-driven marketing strategy
• Selecting customers to serve
Marketing management: the art and science of choosing target markets and building profitable relationships with them. demarketing: marketing to reduce demand temporarilly or permanently; the aim is not destroy demand but only to reduce or shift it.
4.Build profitable relationships and creat customer delight
5.Capture value from customers to create profits and customer qulity
1.Understand the marketplace and consumer needs and wants Five core marketplace Concepts: P5
The Marketing Concept The Societal Marketing Concept
（1）p9 The Production Concept
• The philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency
市场营销培训讲义英文版
Customers
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
3
Marketing Orientation
Customer needs Potential market opportunities
Marketing products and services
Market intelligence
Linking distinctive strategy competencies to market opportunities Competitive advantage the driving force
Market-led strategy Market-led
Marketing Mix and Customer Needs
Customer needs
Key customer requirements
Competitive advantage
Marketing mix
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT
Matches customer needs
Creates a competitive advantage
Effective marketing mix
Well balanced
Matches corporate resources
CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 11
15
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets
“市场营销”讲义(英文PPT 273页)
Economic Environment
Income Distribution
Subsistence economies Raw-material-exporting economies
Industrializing economies Industrial economies
Savings, Debt, & Credit Availability
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New
Challenges
Macroenvironmental Forces
World trade enablers Asian economic power Rise of trade blocs International monetary crises Use of barter & countertrade Move towards market economies “Global” lifestyles
Simple Marketing System
Communication
Industry (a collection
of sellers)
Goods/services Money
Market (a collection
of Buyers)
Information
Company Orientations Towards the Marketplace
市场营销讲义英文共274页
Demand
Company Demand
Market Demand
Estimating Current Demand
Total Market Potential Area Market Potential Industry Sales Market Share
Associations Business Information
Good Marketing Research:
Is scientific Is creative Uses multiple methods Realizes the interdependence of
models & data Acknowledges the cost & value of
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
Are loyal longer Buy more (new products & upgrades) Spread favorable word-of-mouth Are more brand loyal (less price
sensitive) Offer feedback Reduce transaction costs
市场营销英语详解演示文稿
Angle angel triangle
第十一页，共22页。
11
联想2
dread ────> dreadless ────> dreadlessness
畏惧
无畏的
无畏
end ────> endless ────> endlessness
末端
无边无际的
无边无际
hope ────> hopeless ────> hopelessness
句子种类（按交际用途分） 陈述句、疑问句、祈使句、感 叹句
第七页，共22页。
7
怎样学有效？
用中学 培养阅读能力最有效的还是 □□; Sentence explanations; Listening and speaking; Interesting reading
眼到耳到嘴到 眼看、耳听、嘴读嘴说、手抄手写
第十五页，共22页。
15
课程性质：必修 总 学 时：32学时（16周） 考核方式：闭卷考试 （80%基本题20%能力区分题） 成绩组成：期未考试70%，平时成绩30%
平时成绩：课堂回答问题、提问和讨论情况、2次作业、学习
2. Pushing strategy relies on personal selling to market a product to wholesalers and retailers in a company’s distribution channels.
3. Skimming pricing is a pricing strategy that sets an intentionally high price relative to the prices of competing products.
市场营销英文版科特勒PPT课件
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 13
Consider a local business near campus. . .
How would they conduct exploratory research?
WhatDmeigvhtetlhoeypwinangt tMo fiandrkoeuttiinndgesIcnripftoivremresaetairochn?
What relationships might they explore in causal research?
Marketing Research Defining the Problem and Research Objectives
Internal Data
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
• Cookies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
市场营销英文课件07
Look at Mini-Case 7.2
PPT文档演模板
市场营销英文课件07
1. Factors Affecting International Product Positioning
Market Characteristics
Competitors’ Positioning
Product Characteristics
Convenience products Shopping products Specialty Products Unsought products
2.2 Industrial roducts
Materials and Parts Capital items Supplies and business services
3. Re-positioning
PPT文档演模板
市场营销英文课件07
III International Product
Strategies
After international marketers position their products, they need to develop the product strategies according to the position.
PPT文档演模板
市场营销英文课件07
3. Levels of International Products
PPT文档演模板
Look at M市场i营n销i英-文C课件a0s7 e
II International Product Positioning
International product positioning refers to efforts to influence consumer’s understanding of a product.
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。
市场营销讲稿(英文版)(ppt 36页)
l
Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
【通用】市场营销英语讲义.doc
Unit 1 First Contact1.LISTENING (I)You are going to hear a number of people introducing themselves. Some of the introductions involve two people, some involve three. As you listen, number these conversations in the order you hear them.A Hello, I’m……Nice to meet you, My name’s…….B Hello, let me introduce myself. My name’s…….Pleased to meet you, I’m……..C I don’t know anyone here. You’ll have to introduce me.Of course. Roger, this is…….Nice to meet you.D How do you do? My name’s……Nice to meet you. Mine’s…….E I haven’t met your Managing director yet.Oh, I’m sorry. Doctor Mannheim, this is……Very nice to meet you.F Let me introduce you two. Maxine, this is Francis.Nice to meet you.G Could you introduce me to the Marketing Manager?Of course, Philip, Let me introduce you to …….Nice to meet you2.READ AND LEARN1.LISTENING(II)Manders Plc are having their annual party. Listen to the dialogues overheard at the party. Match up the people’s names with their type of work. The first one has been done for you.2.READ AND LEARN3.PRESENTATIONWe use a variety of prepositions to indicate work relationships.e.g. I work for Manders(they are my employers)I work at Manders (the place)I work with Manders (a sense of collaboration)I’m in computers (general type of work)I’m on the market research side (general type of work)I’m in the Sales Department (specific place of work)4.PRACTICEGroup work1.Introduce yourself to the others.2.Introduce the other two to each other.3.Ask to be introduced.4.Tell your job and place of work.Unit 2 Company Organization-----Presenting the Companyorganizational showing the way a company is organizedstructure organizationManaging Director Director who is in charge of a whole companyexecutives People who put decisions into actionpersonnel stafftraining teaching employees how to do somethingrationalisation making more efficientregion part of a country / an areato split to dividematrix (basis) organized according to two sets of criteria, e.g. geographical andfunctionalsection part of a companysubsidiary company which is owned by a parent companyaffiliate company wholly or partly owned by another company1.LISTENING (I)Listen to the presentation about Rossomon Plc., complete the organization chart below.2.READ AND LEARN3.PRESENTATIONThis section demonstrates some of the language used to describe an organization in terms of:●Hierarchy●Responsibilities/functions●Titles●Affiliates●StructureHierarchyThe company is headed by the MD.The Sales Director reports to the MD.The Sales Director is under the MD.The sales Director is accountable to the MD.The Sales Director is supported by a sales team.The Sales Director is assisted by an Assistant Sales Manager.Responsibilities/functionsThe finance Department is responsible for accounting.The R&D (Research and Development) Department takes care of new product development.The Administration Manager is in charge of personnel.TitlesBelow are the main managerial titles with the US equivalents in brackets:Chairman (President)Managing Director (chief Executive Officer/Senior Vice- President)Finance Director (Vice-President-Finance)Sales Manager (Sales Director)Note: The Directors and Chairman of a company usually sit on the Board of Directors (Executive Board)AffiliatesX is the Parent company.A, B and C are subsidiaries (more than 50% owned by the parent)StructureThe Car Division consists of the Production Department and the Sales Department.The Production Department comprises the Methods Section and the Maintenance Section.The Sales Department is made up of the Advertising Section and the After-sales Section.4.PRACTICEPair work:Describe the typical management structure of a British company.Presenting Information ----Structuring IdeasFocus: A Personnel director giving an informal presentation on the structure and organization of the department.1.LISTENING(II)Listen to the Personnel director of Rossomon plc explaining the structure and organization of the2.READ AND LEARN3.PRESENTATIONA presentation is a talk given by a speaker to one or more listeners. To be effective, the speaker’s message must pass to the listeners, i.e. it must be heard and correctly understood. The elements of an effective presentation are:1.the effective organization of the information2.the effective delivery of the information3.the effective use of language.Below, the skills and techniques needed to organize information effectively are identified. Organization of information--Transparency of structure:have a clear beginning, middle and end.--Organization of content:Identify clearly the main points and the supporting points.In the listening extract, the speaker followed a number of steps:4. PRACTICEPair workFollow the presentation flowchart above, to give a short talk (maximum 5 minutes) to a new member of your company, department or sports/social club. Decide before hand what your and your partner’s roles are.Your presentation should:--- include the relevant information--- have a clear structure--- make that structure clear by using appropriate languageUnit 3 Telephone EtiquetteTelephoning 1 -----Making arrangements1.LISTENING (I)2.READ AND LEARN3.PRESENTATIONThe telephone conversations you heard in the dialogues included a number of steps, in particular: ⏹Identifying yourself/your company⏹Asking the caller to identify himself/herself⏹Asking for a connection⏹Taking/leaving a message⏹Explaining the reason for the call⏹Making appointments⏹Signing offNow look at the language used in these steps.1.Identifying yourself/your companyKrondike Electronics. Can I help you?(a typical switchboard)John Bird speakingThis is Pete EdwardsJohn here2. Asking the caller to identify himself/herselfWho’s calling please?3. Asking for a connectionI’d like to speak to _______________________, please.Could you put me through to _______________, please.I’d like to speak to someone about deliveries, please.4. Taking/leaving a messageI’m afraid he’s out at the moment. Can I take a message?Can you ask him to call me back?5. Explaining the reason for the callThe reason I called is _____________________.I am (just) phoning to ____________________.6. Making appointmentsCould you manage Tuesday?What about Friday?Shall we say two o’clock?Just a moment, I’ll get my diary.I’m sorry, I’m out all day.Friday would be fine.That suits me.7. Signing offI look forward to seeing you.Thanks for calling.Goodbye.Bye.4.PRACTICEPair workStudent A:1)You are a Peterson. Telephone Student B and ask to speak to B Rogers(you can use the titleMr/Mrs/Miss/Ms or their first name). You want to speak to him/her about an order. Your telephone number is (0732) 4355012) B Rogers calls you back. You want to order some shoes. Before you order you would like to know theprice for 10 pairs of model A293. confirm the price and tell him/her you will fax the order right away.3)You are A Taylor. Telephones Student B(B Dunn) to arrange a meeting to discuss your visit to Japan.Telephoning 2 -----Information Handling (Late Payment)Focus: Making phone calls to chase late payments1. LISTENING (II)Listen to a series of three phone calls about late payment of invoices. As you listen, complete the table below.2. READ AND LEARN3. PRESENTATIONIn the phone calls, the parties used the following techniques for handling problems:⏹Asking for repetition⏹Asking for clarification⏹Asking for verification⏹Asking for spelling⏹Correcting informationBelow are some sentences that you can use:1)Asking for repetitionYou may need to ask for repetition in two situations: if you didn’t hear what was said, or if you didn’t understand what was said,A: if you didn’t hear, you can use one of these phrases:Sorry?(with a rising intonation)Pardon? (with a rising intonation)Pardon me? (with a rising intonation)(US)Excuse me? (with a rising intonation)(US)Another strategy is to state your problem and then make a request.Stating your problem:(I’m) sorry. I didn’t hear what you said.I didn’t quite catch what you said.I didn’t quite catch that.Making your request:Could you repeat what you said, please?Could you repeat that /say that again, please?B: If you didn’t understand, you can state your problem and then make a request:Stating your problem:(I’m) sorry. I don’t quite follow you.I don’t understand what you’ve just said.Making your request:Could you go over that again, please?2)Asking for clarificationI you feel the speaker is being vague or imprecise; you can use one of the following expressions to ask for more preciseInformation:What do you mean, exactly?What exactly do you mean by ‘incorrect bank details’?Could you explain what you mean, please?3)Asking for verificationIf you want to check that you have understood what the speaker has said, you can use one of the following expressions:Did you say the Bank of Scotland?(stressed, to check that it is the correct word)Let me just check. The account number is 40211686. Is that right?4)Asking for spellingCan/Could you spell that, please?5)Correcting informationIt is quite common ot soften a correction by using a polite formula before making the correction: (Excuse me.) Not the 30th. The 13th.(Sorry, that’s not quite right.) It should be the 13th, rather than the 30th.(Sorry, I think you’ve made a mistake.)The 13th rather than the 30th.4. PRACTICEPair work4.1 Student A: You are the Marketing Manager of Vitaco, a major supplier of pharmaceutical products. Next month you are spending two days in the Republic of Surnamia to try and boost business there. At present you work through a small agency, surimport. Your agent there has agreed to arrange a number of visits to prospective customers. However, you are not convinced that your agent is really looking after Vitaco’s interests and are keen to show him/her that this visit is important for the future relationship between your two organizations.Call your agent and ask for details of the visits. The visits need to be fitted into and written into the4.2 Student A: You are the agent for Student B’s company (Komestico) in the Republic of Mansuria. Your agency, Mansimport, represents a number of domestic appliance companies. However, you have been able to negotiate better discounts with domestico’s competitors and therefore are better able to sell their products. You have met Domestico’s Marketing Manager(Student B)before and you did not like his/her aggressive manner. Nevertheless, you would like to continue to represent Domestico as they have one good product which you can sell quite easily.Domestico’s Marketing Manager has informed you that he/she intends to visit Mansuria for two days next month and has asked you to set up a number of visits to prospective customers. You don’t really want him/her to come. At the last minute you have contacted a few prospective customers. Below are your notes. Student B is going to call you to ask you for the details.Before Student B calls you, write int the names of the companies and contacts for the visits. Use your imagination to invent some suitable names for the phone conversation.Company:________________________Contact:_______________________Visit: Day 1 10.30 Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 14.30Company:________________________Contact:_______________________Visit: Day 2 12.30 Company:________________________Contact:_______________________Visit: Day 1 11.30 Company:________________________Contact:_______________________Visit: Day 2 16.30Unit 4 Sales Review1. LISTENINGListen to the sales review. As you listen, match the model number of the product to the graph. Models: A1456, B2456, C3456Graph 1Sales performance: Model__________________________Sales 000sGraph 2 Sales performance: Model__________________________ Sales 000s Graph 3 Sales performance: Model__________________________Sales 000s2. READ AND LEARN 400 500100 200300 400 5000 1 2 3 4 5 100200 300 400 500 year 6600 600 600Unit5Project ReportingFocus: Two colleagues discussing the progress of a marketing campaign1.LISTENINGListen to the dialogue in which two colleagues discuss the progress of a marketing campaign. As you listen, complete the key for the project planner belowa.b.c.d.e.2.READ AND LEARN3.WORD STUDY4.PRACTICEPair workDiscuss the timing of a project involving the launch of a new product.Student A: Use the project planner below to answer your partner’s questions about project timing. The present date is August 15th.KeyUnit 6 Performance AnalysisFocus: A telephone call between two colleagues discussing quarterly results1. LISTENINGListen to the telephone call between a European Sales Manager and her French area salesman. They are2. READING AND LEARN3. WORD STUDYComplete the expressions by matching the verbs on the left with an appropriate phrase on the right.4. PRACTICEExchange information about Xion’s performance over the last 18 months.Student A: Complete the information chart below by asking your partner questions. Your partner will ask you about the information you have.Unit 7 Arranging a ConferenceFocus: Three colleagues trying to arrange a sales conference1. LISTENING1.1 Information transferListen to the extract from a meeting called to arrange a European Sales Conference. As you listen, complete the secretary ’s notes below.1.2 CommunicationAssess the manner of the three participants in the meeting in terms of assertiveness and submissiveness. √not very √√quite √√√very2. READ AND LEARN3.WORD STUDYFind the word or expression in the box which is closest in meaning to the words in italics in the1.There are three issues we need to discuss…2.… have to settle for September…3.… a trade fair coming up at the end of…4.August is out…5.Hardly time to get over to London…6.Can’t we make it the second weekend…?7.I’ve found the ideal spot…8.Does that include everything?9.… to sort out the details…10.What’s your view, Ron?4.PRACTICEPair workMake an arrangement for a meeting to discuss some new policy questions.Student A: You want to arrange a meeting with Student B. Use the diary to fix a suitable time and placeUnit 8 Competitive AdvantageFocus: A senior Director talking about the competitive position of his company.1.LISTENINGListen to a presentation given by a Director of NETCOUNT Software Ltd, a supplier of accounts software to small business users. He outlines the competitive position of the company. As you listen, complete the2.READ AND LEARN3.WORD STUDYThe following exercise focuses on building vocabulary to describe products, companies and services.4.PRACTICEPair workCompare and contrast two companies.Student A: You should focus on Saffron Inc and make comparisons with Zuchini SA. Student B: You should focus on Zuchini SA and make comparisons with Saffron Inc.Unit 9 Business TransactionsFocus: The Manager of a sportswear shop talking to two new assistants about the transactions and records involved when buying stock.1.LISTENINGListen to the manager of a shop giving two new assistants detailed instructions about the procedures involved when buying stock. As you listen, complete the participant’s note below.2. READ AND LEARN3. WORD STUDYa. Complete the following word table by writing the missing forms in the spaces provided. The first onehas been done for you. Do not include person/agent under Noun. b. Complete the following sentences about order processing with an appropriate word. 1.We usually __________our orders by phone on a Monday.2. We normally__________ delivery of the orders at the end of the week.3. Invoices are normally sent by __________the following week.4. If there is a mistake in the invoice, I normally speak to the supply company by __________.5.After that I usually confirm details of the mistake in __________; and I send the details by __________ so that the suppliers receive the information right away.4. PRACTICE4.1 Pair workStudent A: You have recently joined Outdoor Adventures, a shop selling sports equipment, as their Purchasing Manager. From the shop ’s records, you know that, in the past, Outdoor Adventures bought goods from the supplier, Western Sports. As times are hard in sports equipment retailing, you need to get the best possible payment terms: 15% discount and payment 90 days after delivery.Call them for a quote for the following equipment and complete the quote record form below.4.2 Group workIn small groups, design an order form for Outdoor Adventures using the information given in the listeningsection, together with any additional information that you think might be useful.Unit 10 Sales TrainingFocus: A Sales Manager and his Regional Sales Managers discussing the importance of customer service1.LISTENINGListen to a group of sales managers discussing details of sales programs designed to improve areas of customer service in the company. As you listen, complete the training plan schedule.2.READ AND LEARN3.WORD STUDYa.Prefixes are often used to form negatives, e.g. helpful-unhelpful; pleased-displeased. What are theopposites of the following words?1.fair 3. legal 5. practical 7.possible 9. satisfied2.efficient 4. acceptable 6. employed 8. suitable 10. logicalplete the following sentences with one of the negatives from the previous exercise.1.It is now __________to practice discrimination on the basis of race, color, sex or creed.2.__________workers can have a negative influence on their colleagues.3.We have looked at your proposal, but have found your prices totally__________.4.This interview procedure is very__________: it takes twice as long as it should.5.We regret that it is__________ for us to meet the deadline. Could we agree on extra week?4.PRACTICE4.1 Pair workStudent A: You are a Manager who has just completed a training course with your company. Your boss4.2 Group workIn small groups, discuss a training course that you have recently attended. You can use the above questionnaire for your discussion. Use as many quantifiers as possible.Unit 11 The Supply ChainFocus: A presentation by a Director of Logistics about the supply chain1. LISTENINGListen to a presentation, in which a Director of Logistics describes the supply and distribution chain in his electronics business. As you listen, complete the flow-chart below.2.3.WORD STUDYThree words which are often confused are: to supply, to deliver, to dispatch (also: dispatch). Look at these examples:We supply many of the motor manufactures in the area. =sell goods toWe deliver on a two monthly basis. =send goods to our customersWe just dispatched the last consignment. =sent …from our premises 171.We have been their __________ for many years.2.I don’t believe they are going to stop using us just because one __________ was late.3.The problem occurred because the __________department was on strike.4.Good __________always __________on time, whatever the problems with __________.5.Can you __________these goods to the standard we require? It’s not just a question of__________times.4.PRACTICEGroup workEach member of the group should prepare and make a short presentation describing one of the following processes:--recruiting a new employee--running a marketing campaign--chasing an unpaid invoice--reducing inventory levels--booking a holiday--getting to workUnit 12 Dealing with GrowthFocus: The Director of the Milk Marketing Board giving a presentation about market trendspie chart circular chart divided into segmentssector share market share held by one product sector in the marketweight of publicity great quantity/influence of publicitylow fat diet regime of eating only food with no or low fatinitial firstconsumer resistance consumers’ negative attitude towards a product/serviceconsumer awareness consumers’ knowledge about a product/service1.LISTENINGListen to a presentation, given by the Director of the Milk Marketing Board, about trends in the milk drinks market. As you listen, complete the keys to the figures below.10 years ago: 280m litersNow: liters: sector: sector: sector: sector: sector: sector: sector: sector2.READ AND LEARN3.WORD STUDYGroup the verbs below under the four headings.to expect to slow downto increase to declineto speed up to projectto rise to plummetto rocket to sinkto fall to accelerateto predict to anticipateto go up to calm downUpward trend Downward trend Future estimate Speed of change to increase in decline to expect to slow down4.PRACTICEPair workStudent A: (I) Describe the trends presented in the following graph. (ii) Complete the second graph by listening to your partner’s description. Industrial production trends (1985=100)Unit 13 Company PolicyFocus:An extracts from a presentation given by a Managing Director as he reviews the company ’s achievements over the last ten years1. LISTENINGListen to the Managing Director of Rossomon giving an overview ofthe organization and what it has achieved in the areas noted below. As you listen, complete the notes of the Managing Director ’s talk.2.READ AND LEARN3.WORD STUDYplete the following sentences by writing the words in brackets in the correct form. The first onehas been done for you.1. A SWOT analysis identifies a company’s strengths and weakness .(strong; weak)2.I have been very __________with this year’s results. (satisfaction)3.Every junior manager can expect to be __________to middle management within five years.(promotion)4.If the __________situation does not improve substantially we should be forced to lay off staff.(finance)5.At the moment we are facing stiff __________from other European companies. (competitor)6.We are happy to __________different schemes for our employees. (arrangement)b.Now complete the following word table by writing the missing forms in the spaces provided. The firstone has been done for you.4.PRACTICEGroup workPrepare and give a short presentation (maximum 5 minutes)on one of the following areas:--your company’s pay policy--training in your company--your company’s promotion practice--communications in your company.When you give your presentation, make sure that you use connectors to link your sentences and ideas.Unit 14 Pricing DecisionsFocus: An extract from a meeting in which prices are discussed1.LISTENINGListen to the extract from a meeting in which four colleagues discussing pricing strategy for a new product. As you listen, complete the notes on the writing pad on the left, then use these notes to2.READ AND LEARN3.WORD STUDYComplete the following sentences with appropriate prepositions.1.I’d like you to look __________ these figures. You’ll see…2.The price is made __________of many elements.3.We have set the target price __________$24.4.There figures are based __________the retail price index.5.At the moment we’re working __________ a promotion campaign.6.We distribute the produce __________the retailers __________wholesalers.7.We’re aiming __________$200,000 profits in the first year.8.Do you agree __________Helen?9.The fuel cost increase will push the distribution costs __________.10.The retailers have marked __________the price by 15%.4.PRACTICEPair workStudent A:Student B start talking about Issue 1 and 2 below. Interrupt him/her to seek more information/clarification.Issue 1: EnvironmentIssue 2: Ethics in businessTalk about Issue 3 and 4 below. Student B will interrupt you to seek further information/clarification/ Issue 3: Learning a language:--time--difficulty--progress--children versus adults--your experienceIssue 4: Business culture in your country--attitudes to punctualitywork/familyworking hours--management style/organization--private/public sectorUnit 15 Meeting ObjectivesFocus: An extract from a training session for new recruits about the essential elements of business meetings.1.LISTENINGListen to a group of new employees at a training session discussing how meetings should be organized.2.READ AND LEARN3.WORD STUDYNoun+noun compounds are widely used in technical and business English, as they are economical to use: e.g. personnel management rather than the management of personnelchairperson rather than person who chairs a meetingnote-taker rather than person who takes notesAs you can see, some of the compounds are written as one word, some as two words, and some are hyphenated. As the language is continually changing in this area, there are no fixed rules.a.What are the compounds for the following?1. a manager in charge of sales2.the keyboard of a computer3. a person who does work from home4. a person who pays taxes5. a break to have coffee in the morning6.the development of management7. a paper which gives the news8.the control of quality9.an increase in pay10.the team of management in the company11.the industry which makes cars12.the sheet (of paper) which shows the balance of a companyplete the following sentences with an appropriate phrase from the list above.1.We usually advertise our management vacancies in a national .2.As a , I object strongly to the recent changes in governmentlegislation, since I now have to pay more.3.We produce a every year and this is included inour annual report.4.We usually have our at about 10.30.5.I suggest you clean your . I think you’ll it’llwork then.6.The consists of the Chairman and the Directors.4.PRACTICEGroup workSimulate a meeting in small groups, each consisting of between four and six participants.The purpose of the exercise is to practice the conduct of meetings, following the meeting flowchart in the Presentation section of this unit. The chairperson should rotate so that each person chairs at leastUnit 16 Running a Job InterviewFocus: An extract from a meeting between a Personnel Manager and two of her colleagues about how to run a job interview1.LISTENINGListen to a discussion about how to run a job interview. As you listen, complete the notes on interview activities.2.READ AND LEARN3.WORD STUDYThere are five senses: sight, hearing, smell, taste and touch. Each sense has three activities associated with it:e. g.intentional activity to look at the arrangementsunintentional activity to see the balance sheetbeen done for you.1.Just wait a minute. I can hear footsteps. They sound like Geofff’s.2.Did you get a chance to her CV?3.On my way to your office, by chance I some of the other candidates.4.I have read his reference and I nothing but praise about his management style.5.From what I could see, most of the candidates very well-qualified.6.The gas wasn’t only in the offices; you could it everywhere.7.These are our new high-energy sweets. Would you like to ones?8.Just that noise: there must be something wrong with that machine.9.We have a new video on interview techniques. We are going to it at the end of themeeting.10.If you the paper, you would the difference in quality.4.PRACTICEGroup workYou are going to carry out three activities in small groups of about four participants.Activity oneIn an individual interview, these are only two participants: the interviewer and the interviewee; in a panel interview, there is a group of interviewers.Discuss the advantages and disadvantages of each type.Activity twoYour company has a number of vacancies. Discuss with your senior management team whether you should run an individual interview or a panel interview for the following positions:-- skilled factory workers--factory supervisor--executive secretary for the Managing Director--Regional Sales Manager.Activity three。
市场营销策略英文课件 (1)
The Strategies and Marketing tactics of 3M company: Case study 1/4 (pp 56)
• The Minnesota Mining and Manufacturing co (3M, co) begun making sandpaper in 1902.
• Strategies used to grow: alliances, mergers, and acquisitions of other companies; internal growth through innovation and development; improving existing products for existing and new customer (market expansion and market development); aggressive development of international markets; related diversification.
professionals improve the quality of care, we are a global leader in medical and oral care products, and drug delivery and health information systems. 5. Industrial and Transportation Business We provide thousands of innovative products including tapes, abrasives, adhesives, specialty materials and filtration systems to dozens of diverse markets – from automotive to aerospace to renewable energy to electronics. 6. Safety, Security and Protection Services Business Our products—personal protective equipment, safety and security products, track and trace solutions and more — increase the safety, security and productivity of people, facilities and systems around the world. We are also a leading supplier of roofing granules for asphalt shingles.
市场营销英语版本PPT演示课件
Objectives
Learn how companies and marketers are responding to new challenges.
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Slide 3
The New Economy
Consumer benefits from the digital revolution include:
English
for Sales and Marketing
Yan Tai University
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Chapter 1
Defining Marketing for the Twenty-First Century
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Slide 1
Objectives
Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies.
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Marketing Tasks
Marketing practices may pass through three stages:
Entrepreneurial marketing Formulated marketing Intrepreneurial marketing
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Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment
市场营销-英文版
Welcome to the world of marketing! In this presentation, we will explore the exciting realm of marketing, its goals, strategies, tools, implementation, evaluation, and the secrets behind its success.
3 创造独特的价值
4 团队合作
通过差异高效的团队合作和沟通机制，共同追 求市场营销目标，并分享成功和经验。
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定价策略
2
确定产品或服务的价值，制定合适的
价格策略，以吸引客户、实现盈利并
保持与竞争对手的价格竞争力。
3
市场细分
根据消费者的需求、偏好和行为特征， 将市场划分为不同的细分市场，以便 更好地定位和满足目标客户。
促销和广告
利用各种推广手段和媒体渠道，向潜 在客户传递产品或服务的价值和特点， 以激发购买欲望并建立品牌认知。
市场营销的评估
通过监测和分析销售数据、市场份额、客户满意度、品牌认知和营销活动的 投资回报，评估市场营销的绩效，并进行必要的调整和改进。
市场营销的成功秘诀
1 创新和不断学习
2 客户导向
持续关注市场趋势，推陈出新，不断学习 和适应变化是取得市场营销成功的关键。
深入了解客户需求，提供个性化和有价值 的解决方案，建立和维护良好的客户关系。
市场营销的定义
市场营销是通过市场研究和分析，以及推广和销售产品或服务的一系列活动， 旨在满足客户需求、实现组织的目标，并与竞争对手保持竞争优势。
市场营销的目标
市场营销的目标是以盈利为导向，通过塑造品牌形象、增加销量和市场份额、 改善客户满意度，并实现长期的经济增长和组织的可持续发展。
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(A) Labor costs in Country Q are ten percent below those in Country Y.
(B) Importing radios from Country Q to Country Y will eliminate ten percent of the manufacturing jobs in Country Y.
市场营销英语详解演示文稿
优选市场营销英语
《市场营销》原著Βιβλιοθήκη 读自学课程大纲要求学习和讲解本门课程始终抓住“一个核心，两 个基本点”,就是以读懂原著为核心，理解专业 术语和能够翻译为基本点。 阅读不是一种习惯 阅读不是一抹书香 阅读也不是品味 是一种及其重要的能力！
解析阅读能力
逻辑能力 一个人的智慧、见识、思维和水平的重要标志。 也就是说，要在当今激烈的市场竞争中立于不 败之地，就要在复杂的现实情况下把握事物的 本质。
语言能力 看懂句子是根本（不是单词）
The cost of producing radios in Country Q is ten percent less than the cost of producing radios in Country Y. Even after transportation fees and tariff charges are added, it is still cheaper for a company to import radios from Country Q to Country Y than to produce radios in Country Y.
(E) It takes ten percent less time to manufacture a radio in Country Q than it does in Country Y.
Teenagers are often priced out of the labor market by the government-mandated minimum-wage level because employers cannot afford to pay that much for extra help. Therefore, if Congress institutes a subminimum wage, a new lower legal wage for teenagers, the teenage unemployment rate, which has been rising since 1960, will no longer increase.
(B) Since 1960 the teenage unemployment rate has risen even when the minimum wage remained constant.
(C) Employers often hire extra help during holiday and warm weather seasons.
感叹句
怎样学有效？
用中学 培养阅读能力最有效的还是 □□; Sentence explanations; Listening and speaking; Interesting reading
眼到耳到嘴到 眼看、耳听、嘴读嘴说、手抄手写
重复 practice makes perfect
分类和关联 大脑存储信息的模式 如果所学的重要内容在用时却又记不起来，那还有何必要去学 它？传统的学校教育方法已经过时，全世界数以万计的学生此 时此刻正在记笔记，他们一行一行地写字，或者在一些语言中 一栏一栏地写。但是大脑不是以那种方式运作的，它不是用清 清楚楚一行行或一栏栏的方式存储信息的。 大脑是将信息存储在树状的树突上的，它以类型和关联存储信 息。因而，你越能用大脑自身的记忆方法工作，你就会学得越 容易、越迅速。
句子是根本
英语简单句五种基本句型列式如下： 基本句型一： S V （主＋谓） 基本句型二： S V P （主＋谓＋表） 基本句型三： S V O （主＋谓＋宾） 基本句型四： S V o O （主＋谓＋间宾＋直宾） 基本句型五： S V O C （主＋谓＋宾＋宾补）
句子类型（按句子结构分） 简单句、并列句、复合句 句子种类（按交际用途分） 陈述句、疑问句、祈使句、
(C) The tariff on a radio imported from Country Q to Country Y is less than ten percent of the cost of manufacturing the radio in Country Y.
(D) The fee for transporting a radio from Country Q to Country Y is more than ten percent of the cost of manufacturing the radio in Country Q.
(D) The teenage unemployment rate rose more quickly in the 1970’s than it did in the 1960’s.
(E) The teenage unemployment rate has occasionally declined in the years since 1960.
Which of the following statements, if true, would most weaken the argument above?
(A) Since 1960 the teenage unemployment rate has risen when the minimum wage has risen.