商务英语 MODULE 4.ppt

Module4AdvertisingDelegating thebillboardpersondistributingleafletsloyaltycard mailshotthepostingofadvertisingorsimilarmaterialtoalotofpeopleatonetime spamunwantedemail usuallyadvertisements mailshotsTVcommercialswordofmouthbrochuressamplenewspaperadvertsbannersspam TescoPLC LSE TSCO isaBritishmultinationalgroceryandgeneralmerchandiseretailerheadquarteredinCheshunt UnitedKingdom 3 Itisthethird largestretailerintheworldmeasuredbyrevenues afterWalmartandCarrefour andthesecond largestmeasuredbyprofits afterWal Mart 4 5 Ithasstoresin14countriesacrossAsia EuropeandNorthAmericaandisthegrocerymarketleaderintheUK whereithasamarketshareofaround30 Malaysia theRepublicofIrelandandThailand 6 7 8 乐购是全球三大零售企业之一 英国TESCO集团在中国运营的大卖场的名称 自2004年进入中国市场以来 截止2013年2月初 TESCO在中国已拥有115家乐购大卖场 1家乐购天地超级大卖场 8家乐都汇购物中心以及14家试验阶段的便捷店 会员总数超过七百万 Falseadvertisingordeceptiveadvertisingistheuseoffalseormisleadingstatementsinadvertising Asadvertisinghasthepotentialtopersuadepeopleintocommercialtransactionsthattheymightotherwiseavoid manygovernmentsaroundtheworlduseregulationstocontrolfalse deceptiveormisleadingadvertising Truth referstoessentiallythesameconcept thatcustomershavetherighttoknowwhattheyarebuying andthatallnecessaryinformationshouldbeonthelabel Chinastepsupcrackdownonfalseadvertising 2012 10 0419 54 49XinhuaBEIJING Oct 4 Xinhua TheStateAdministrationforIndustryandCommerce SAIC willintensifyitscrackdownonfalseadvertisingandreinforcearelatedregulation anadministrationofficialsaid 横幅广告 BannerAd 是网络广告最早采用的形式 也是目前最常见的形式 横幅广告又称旗帜广告 它是横跨于网页上的矩形公告牌 当用户点击这些横幅的时候 通常可以链接到广告主的网页 横幅广告 一个表现商家广告内容的图片 放置在广告商的页面上 是互联网广告中最基本的广告形式 尺寸是480 60像素 或233 30像素 一般是使用GIF格式的图像文件 可以使用静态图形 也可用SWF动画图像 除普通GIF格式外 新兴的RichMediaBanner 丰富媒体Banner 能赋予横幅更强的表现力和交互内容 但一般需要用户使用的浏览器插件支持 Plug in Banner一般翻译为网幅广告 旗帜广告 横幅广告等 Despitetheseclearbenefits therearedozensofreasonswhymanymanagersdon tdelegate Somearebasedonrationalreservations Othersaremoreemotionalorpsychological Herearesomeofthemostcommon Lackofself confidenceManymanagers especiallythoserecentlypromotedorhired feelinsecure Theymaybeoverwhelmedbytheirnewresponsibilitiesand asaresult theyregresstothefamiliarsecurityandroutineoftheworktheydidbeforetheybecamemanagers PoordefinitionofdutiesAmanagermusthaveaclearunderstandingoftheirresponsibilitiesandauthority Theycandelegateonlythoseresponsibilitiesthathavebeenassignedtothem Beinguncertainaboutthismakesitimpossibletodelegateeffectively TemperamentalaversiontorisktakingDelegationrequirestakingacalculatedrisk Evenwithclearcommunication goodinstruction propercontrolsandtrainedsubordinates somefailureswilloccur FearofcreatingarivalThisisa Whatifthesubordinatedoestoowell syndrome Ratherthanmakeanopportunityforatalentedsubordinate somemanagersgooutoftheirwaytodiscouragenewprojectsandplaydownexistingaccomplishments Moraleinthedepartmentwillreflectthemanager sinsecurity Aninflatedself imageThismanagerbelievesthesunrevolvesaroundthem Theymakeallthedecisionsandconsidertheirwaytheonlyrightway Thesepeoplehireworkerswhoreinforcethisself image anduseselectivecommunicationtopreventothersfromseeingthebigpictureofwhat sgoingon Thesemanagersalsofearlosingtheirstatusbynolongerbeingregardedas theexpert ortheprincipalarchitectofawell executedproject ConfusingactionwithproductivityAmanagermaybehyperactiveandafraidthatdelegationmightleavethemwithnothingtodo Quitecommonly theycomplainconstantlyaboutoverwork andtheirsubordinateshavedifficultygettinganyfacetime FearofappearinglazyDelegationmightbeconstruedbykeypeopleinthecompanyasthemanagertryingtoavoidwork Thiscanbeasensitivepoint Suchmanagersalsofeelthatit sasignofweaknesstoneedhelpkeepingupwithworkloads LackofrolemodelsThisisa monkeysee monkeydo syndrome Ifasuperiordoesn tdelegate thenewmanagerwillreason Mybossgottowhereheiswiththatstyleofleadership Whyshouldn tIdothesame ReluctancetoyieldterritoryPossessionofaclearlydefinedterritoryrepresentspowerandsecurity Insecuremanagersguardtheirspaceandwilloftenfighttoprotectit Reportonvisitstowebsiteandproposedmarketingstrategy IntroductionTheaimofthisreportistocommentonthenumberofpeoplevisitingthecompanywebsiteinthelastthreemonthsandproposeamarketingstrategyforthenextthreemonths FindingsOverthelastthreemonths thenumberofvisitorshasincreasedby650 Therearetworeasonsfortheincrease Firstofall welaunchedanewsletterforsubscribers SecondlyinMay weranacompetitionwhichwasverypopular Withregardtocosts bannershavecost3 2ooeurosamonthbutveryfewpeopleseemtovisitthewebsiteasaresultofthese Ontheotherhand thenewsletterdoesn tcostanything otherthanmytime buthashelpedtoincreasethenumberofvisito