专业英语-9汽车营销PPT课件.ppt

汽车实用英语 AutomobileEnglish TaskSixAutoMarketing Objectives1 Toknowaboutautomarketing 2 Tolearnhowtobuyacar 3 Tolearnhowtobecomeagoodcarsalesman 4 Tolearnhowtocompleteacarsaleadvertisement 2 1 Leadingintheera anddrivingtowardsthefuture 2 Therelentlesspursuitofperfection 3 Wecan tforgeaheadbystickingtoexistingroads 4 Poetryinmotiondancingclosetome 5 Theartoflife exclusivelyforyou 追求完美 永无止境 b 生活艺术 唯你独尊 c 动态的诗 向我舞近 d 开拓进取 勇于创新 e 领导时代 驾驭未来 1 Part WarmupCarbrandsadslogans e a d c b 3 1 Engineeredtomovethehumanspirit Mercedes Benz 2 FortheRoadAhead Honda f 康庄大道 本田 g 人类精神的动力 梅塞德斯 奔驰 1 g f Part WarmupCarbrandsadslogans 4 1 Part WarmupMarketingmethod 1 2 3 blogmarketing博客营销 advertisementmarketing广告营销 Leafletmarketing传单营销 5 1 4 5 6 Telephonemarketing电话营销 Exhibitionmarketing展览营销 Internet onlinemarketing网络营销 Part WarmupMarketingmethod 6 GrasptheusefulwordsandphrasesSunroof天窗Leatherseats真皮座椅Contract合同Creditcard信用卡Interest利息Downpayment首付Discount折扣 Part Listeningandspeaking 7 4Sshopautomarketmodelistheproductoffiercecompetition Asthemarketmatures usersofconsumerpsychologyisgraduallymature thediversificationofuserneeds onproducts services requirementsgettinghigherandhigher morestrictly theoriginalsalesagentsystemcannotmeetthemarketdemandwiththeuser Part ReadingPassageOneAuto4SShop 8 Auto4sshopmeansthefourfunctionsintoonevehicleservicecompany includingvehiclesales Sale after salesservice Service spareparts Sparepart andinformationfeedback Survey Part ReadingPassageOneAuto4SShop 9 sales Sale 销售after salesservice Service 服务spareparts Sparepart 配件informationfeedback Survey 信息反馈 4Sshop 10 Ingeneral 4Sstorebrandsadoptaregionaldistributioninarelativelyequidistanttooneorseveralstores Part ReadingPassageOneAuto4SShop 11 inaccordancewiththemanufactureroftheuniformconstructionofthedesignrequirementsbothinsideandoutsidetheshop ahugeinvestment oftenmillionsoreventensofmillions luxurystyle 12 Nomatterwhatthenatureofyourbusiness ifyoufailtokeepyourcustomershappyyouwillnotbeinbusinessverylong Keepingcustomershappyoverthelongrunrequiresagreatdealoftimeanddedication buttherewardscanbequitesubstantial Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 13 Makingtheinitialsaleisonlythestartingpoint Inordertobesuccessful yourfirmmustservethecustomer sneedsafterthesaleaswell Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy Customercare客户关怀 14 Keepdetailedrecordsofeverysaleandeverycustomerinteraction Withoutthisdetailedinformationitwillbeimpossibleforyoursalesstaffandyourexecutiveteamtofollowupwithcustomerstomakesuretheyarehappywiththeirpurchases Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 15 Sendapersonalthankyounotetoeachcustomer Thissimplegesturecangoalongwaytowardfosteringgoodwillandencouragingrepeatbusiness Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 16 Contactcustomerswithinafewweeksoftheirpurchasesandaskiftheyhaveanyquestionsabouttheproduct Askifthecustomerishappywiththepurchase andifnot whatcanbedonetomakethingsright Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 17 Takingaproactiveapproachtocustomerserviceisveryimportant Inadditiontogainingcustomerloyalty youcangetanearlywarningaboutanyqualityproblemswithyourproducts Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 18 Ifyounotethataparticularproducthasahighnumberofcustomercomplaints youcantakeproactivemeasurestoresolvethoseissuesbeforemoreproductshitthestreet Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 19 Sendeachofyourcustomersspecialoffersfromtimetotime Offeringafreeproductwithpurchase orapercentageoffforreferringanewcustomer isagreatwaytorewardcustomerloyaltyandbuildyourbusiness Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 20 Resolveanycomplaintspromptly andgiveeachcomplaintyourcompleteattention Ittakesmoretimeandmoneytoacquireanewcustomerthanitdoestoretainanexistingone Part ReadingPassageTwoHowtoprovideafter salesservice makecustomershappy 21 1 Keepdetailed ofeverysaleandeverycustomerinteraction 2 Senda toeachcustomer 3 withinafewweeksoftheirpurchasesandaskiftheyhaveanyquestionsabouttheproduct records apersonalthankyounote Contactcustomers Part ReadingPassageTwoExercises 22 4 Offeringafreeproductwithpurchase ora forreferringanewcustomer isagreatwaytorewardcustomerloyaltyandbuildyourbusiness 5 Resolveanycomplaintspromptly andgiveeachcomplaintyour apercentageoff completeattention Part ReadingPassageTwoExercises 23 Answerthefollowingquestions Howtomakecustomershappyaccordingtothepassage Part ReadingPassageTwoExercises 24 Sellingcarsisagoodcareerfitformanypeople Aswithmanyprofessions sellingcarsinvolvesacombinationoftalent peopleskills andaptitude Ifyouthinkyouhavethatkindofpersonality youcandoafewthingstoprepareyourselfforsuccess Part ReadingPassageThreeHowtobecomeagoodcarsalesman 25 Instructions Assessyoursalesskills It simportanttohavetheabilitytolistenandpickuponsubtleverbalcues aswellasobservebodylanguage Part ReadingPassageThreeHowtobecomeagoodcarsalesman 26 Observethesalestechniquesandapproachesofothersalespeople Askquestionsthatrequiresomethingmorethanaone wordresponse Themoreyoucandrawoutacustomeraboutwhathereallywantsinacar theeasieritwillbetopersuadehimtoacceptthemakesandmodelsyourecommend Part ReadingPassageThreeHowtobecomeagoodcarsalesman 27 Part ReadingPassageThreeHowtobecomeagoodcarsalesman Drawout取出 拉出引 某人 讲话或回答 使说出 某事 诱使 某人 吐露真情 28 Understandthefinanciallimitsofyourclient Iftheindividualmentionsshecanaffordtospendonlyacertainamountofmoney usethatasyourstartingpoint Part ReadingPassageThreeHowtobecomeagoodcarsalesman 29 Takingheratherwordandbeginningintherangeshementionswillhelpstrengthentheconnectionbetweensalespersonandcustomer whomaywillinglyconcedetobeingabletoaffordtopayalittlemore Part ReadingPassageThreeHowtobecomeagoodcarsalesman 30 Knowyourinventorythoroughly Itisnecessarytobefamiliarwitheachmakeandmodel currentlevelofquality andpriceofvehicleonthelot Part ReadingPassageThreeHowtobecomeagoodcarsalesman 31 Beingabletoquicklymatchacustomerwithoneormoreoptionsinvehicleswillincreasethechancesofmakingasale Part ReadingPassageThreeHowtobecomeagoodcarsalesman 32 Lookfortherightopportunitytoclosethedeal Therightwordorthementionofanaddedbenefitwillusuallymovethecustomerfromlookingaroundtomakingacommitment Part ReadingPassageThreeHowtobecomeagoodcarsalesman 33 1 Sellingcarsisagoodcareerfitformanypeople 2 Themoreyoucandrawoutacustomeraboutwhathereallywantsinacar theeasieritwillbetopersuadehimtoacceptthemakesandmodelsyourecommend 6 TranslatethefollowingsentencesintoChinese 汽车销售是一种很多人都适合的职业 你对顾客的真正购车需求了解得越多 就越容易促使他接受你推荐的品牌和型号 Part ReadingPassageThreeExercises 34 Itisnecessarytobefamiliarwitheachmakeandmodel currentlevelofquality andpriceofvehicleonthelot 6 TranslatethefollowingsentencesintoChinese 你需要熟悉每一款汽车的品牌和型号 以及它们的质量和当前价格水平 Part ReadingPassageThreeExercises 35 Boostyourprofitwhensellingacarbyhandlingthetransactiononyourown Itiscrucialtoadvertisethecareffectivelyinordertosolicitinterestfrombuyers Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 36 Anadvertisementshouldincludeathoughtful enticingdescriptionofthevehicle Agooddescriptioncanbethelureyouneedtoreelinabuyer Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 37 Placetheimportantdetailsinthefirstpartoftheadtograbthereader sattention Mostpeoplewillscanthefirstfewwordsandthenmoveontothenextadiftheyarenotimmediatelyintrigued Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 38 39 Usekeywordsthatdescribethecaryouaresellingaswellasgoodwordsthattendtogenerateinterestintoday smarket Examplesinclude fuelefficient GPSsystem onlyoneowner and keptincoveredparking Makesureyoutouchonthesedescriptivephraseswhendescribingthecar Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 40 Listfactoryupgradesthatthesimilarmodelsmaynothave Letthebuyerknowthatthevehiclehasatowingpackageorsunroof Alltheextrasmaybeenoughtogiveyouanadvantageoverothermodelsonthemarket Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 41 42 Listimportantafter marketupgradesthatmakethecarmoreappealingandunique suchasanewstereo upgradedaudiospeakersoranewsecuritysystem Includemechanicalandengineupgradesaswell Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 43 Appealtothebuyer slifestyleoroccupation Usingexamplessuchas goodworktruck idealfamilycar or fuel efficientcarforacommuter canremindthebuyerthatyourcarwillfittheirneeds Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 44 Includeallrecentreplacementsmadetothecarsuchasanewbattery tiresortransmission Thenewcomponentswillappealtothebuyer Thisalsosignalsthatyougaveproperattentiontoroutinemaintenanceaddinglongevitytothevehicleforsale Part ReadingPassageFourHowtogiveagooddescriptionofacarforsale 45 TranslatethefollowingsentencesintoChinese 1 Placetheimportantdetailsinthefirstpartoftheadtograbthereader sattention 2 Usekeywordsthatdescribethecaryouaresellingaswellasgoodwordsthattendtogenerateinterestintoday smarket Part ReadingPassageFourExercises 46 3 Listfactoryupgradesthatthesimilarmodelsmaynothave 4 Listimportantafter marketupgradesthatmakethecarmoreappealingandunique suchasanewstereo upgradedaudiospeakersoranewsecuritysystem Part ReadingPassageFourExercises 47 5 Appealtothebuyer slifestyleoroccupation 6 Includeallrecentreplacementsmadetothecarsuchasanewbattery tiresortransmission Part ReadingPassageFourExercises 48 Whenfillingouttheusedcaradvertisement behonest describethecaraccurately andkeepitshort Givethecar syear makeandmodel Notethecar scurrentmileage Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 49 Describethecar sconditioninawordortwo Reliable indicatesexactlythat clean meansnodentsandgoodinterior Runningproject or mechanic sspecial meansitneedsrestorationbuthaspotential Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 50 beater meansajalopyreliableforneighborhooddriving Beautiful meansexceptionallycleanandappealing Becreativebutclear Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 51 Stateifthecarhasalwaysbeengaraged Identifyrecentrepairsoroverhauls newclutch 6 000milesonrebuiltengine newtires tune upevery3 000miles Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 52 Identifyanycosmeticdetails 饰件细节 negativeorpositive nodents 刮痕 dentinleftfrontfender newpaint upholstery 坐垫 worn newredpaint Ifyouarethefirstorsecondowner statethat Statecolor Stateanyinterestingdetailsthatmightdriveuptheprice convertible 敞篷 roomy 空间大 rare 罕见 Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 53 Nameaprice Ifthepriceisnegotiable add b o meaning orbestoffer 最低报价 Ifyoudonotwanttobargain议价 add firm asin 1 800firm Giveaphonenumberwhereyoucanbereachedandatimewhenyouwillbethere Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 54 Tips WarningsDon tunderstate少报damageoroverstate夸张positives Heightenedexpectations期望值meanalowerfinalsaleprice Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 55 Ifyouhaveanythingmajortodeclareaboutthecar suchastheneedforanewtransmission saythatinthead It sgoingtocomeout soitmightaswellscreenoutthoseforwhomit sadealbreakerupfront Part ReadingPassageFiveHowtowriteaneffectiveusedcarad 56 Writeanadvertisementforausedcar Theadshouldincludethecar smake model price transmission andfeatures Asampleisprovidedbelowforyourreference Part ReadingPassageFiveExercises 57 Part ReadingPassageFiveExercises 58 Effectiveautorepairmarketingisallaboutcontactwiththecustomer Ifyouunderstandthisbasicprincipleyouwillbewildlysuccessful Ifyoudon tyou llbecontinuallystrugglingtofindnewcustomers Part MaintenanceandrepairCustomercontact 59 Asauto4sshopownersorsalesmen theywillalwaysaskasamequestion thatis howtofindnewcustomers Part MaintenanceandrepairCustomercontact 60 Thetricktogettingboatloadsofnew highlyprofitablecustomersistomaintainconstant regular personalcontactwithyourexistingcustomers Talkaboutyourkids yourpets yourvacation aslongasit snottooextravagant oryourhobbies Justacoupleofsentencesorashortparagraphwilldo Part MaintenanceandrepairCustomercontact 61 Thisisthesimplestautomarketingway It snotasexcitingassomefancyad butitworks Notonlydoesitwork itworksbetterthananyothermarketingtool ifit sdoneproperlyandconsistently Part MaintenanceandrepairCustomercontact 62 Followupcallsareoneofthosethingsthateverybodytalksaboutandfewpeopledo Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 63 Thereareusuallythreereasonswhyshopownersandservicewritersdon tdofollowupcalls Thefirstreasonisfear Theyareafraidthecustomerisgoingtobeunhappyandangryatthem Thesecondreasonislackoforganization Therearenosystemsinplacetomakesureithappens Andthethirdreasonispoorgoalsetting Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 64 Theeasiestwaytoovercomefearispractice Anotherantidoteforfearisagoodscript Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 65 Hi customername thisisDaveatDave sAutoRepairandIwasjustcallingtomakesureeverythingwasgoodwiththeserviceyoujusthaddone IsthereanythingIcouldhavedonebetter Great Thereissomethingyoucandoforme Foreachfriendorco workeryousendtome I llgiveyouafreeoilchangeasmywayofsayingthankyou Wouldyoubewillingtodothatforme Great Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 66 Thenextchallengeislackoforganization Therearetwowaystoovercomethis technologicallyor oldschool Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 67 Ifyouaregoingtousetechnologythensimplysetupremindersinyourpointofsalesystemtotriggeracallthreetofivedaysafterthecustomercashesout Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 68 Ifyouwanttogooldschoolthengototheofficesupplystoreandgetoneofthosefilefoliosthatarenumbered1 31 Makeacopyoftheworkorderafteryoucashthecustomeroutandputitinthenumberforthedateofthemonththatisthreetofivedaysaway Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 69 Thefinalchallengeispoorgoalsetting Manyownersorservicewriterssetagoalto callsomecustomers or dosomefollowupcalls Thosegoalsaretoovagueandweak Callthreesatisfiedcustomerseveryday Nottwo notfour exactlythree Part MaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomers 70 Advertisingslogansoftenplayalargepartintheinterplaybetweenrivalcompanies playalargepart扮演很重要的角色 起很大作用 Part OutwardBoundAdvertisingSlogans 71 Aneffectivesloganusually statesthemainbenefitsoftheproductorbrandforthepotentialuserorbuyer Part OutwardBoundAdvertisingSlogans 72 impliesadistinctionbetweenitandotherfirms products ofcourse withintheusuallegalconstraints Part OutwardBoundAdvertisingSlogans 73 makesasimple direct concise crisp andaptstatement iswitty adoptsadistinct personality ofitsown Part OutwardBoundAdvertisingSlogans 74 givesacredibleimpressionofabrandorproduct makestheconsumerfeel hot or makestheconsumerfeeladesireorneed Part OutwardBoundAdvertisingSlogans 75 ishardtoforget itadherestoone smemory whetheronelikesitornot especiallyifitisaccompaniedbymnemonicdevices suchasjingles ditties picturesorfilm Part OutwardBoundAdvertisingSlogans 76 通过广告语兜售汽车文化 最典型的当属美国车系了 美国号称 车轮上的国家 美国人吃饭有汽车可以驶入的 汽车饭店 看电影有汽车能停放的 汽车电影院 旅游有汽车能栖息的 汽车旅馆 汽车已经渗透并影响着人们生活的方方面面 Part OutwardBoundAdvertisingSlogans 77 难怪有人说 当今世界上 几乎没有一个国家没有汽车 但是没有一个国家形成像美国那样成熟的汽车文化 而汽车广告语同美国的汽车文化几乎是同步而行 它将汽车文化深深地根植于美国人心中 它先是告诉美国人 后来又告诉中国人 汽车远不止是一个交通工具 汽车能够赋予他们一切 Part OutwardBoundAdvertisingSlogans 78 福特汽车的广告语 你的世界 从此无界 就很明显地体现了这种文化状态 汽车广告语不只是卖车 而是推销一种生活方式 此处可加一些汽车广告视频 Part OutwardBoundAdvertisingSlogans 79 赛欧 其广告语为 自立新生活 优质新生活 Easy生活 轻松赛欧 切准参加工作不久便买了赛欧轿车的车主的心态 甲壳虫 个性是生命之本 通用的别克凯越旅行车的广告词 一辆车 定义一种生活 Part OutwardBoundAdvertisingSlogans 80 Borntoperform JaguarBreakthrough CadillacEyeit tryit buyit ChevroletFord Designedforliving E