文秘英语Unit-4(kitty).ppt

Unit4EstablishSoundProfilesfortheCompany Aftercompletingthislesson studentsshouldbeabletoknow IdentifythestructureofaproductPromotion DevelopcommunicationskillsaboutproductPromotion BECOralTest 3 Gettoknowhowtousetheinformationcollectedtoworkoutvarioustypesofbusinessreportsandestablishsoundprofilesforthecompany4 learnwritingMemo LearningObjectives TeachingProcedures BusinessProfileViewingandSpeakingCaseAnalysisReadingandTranslationWriting Section1BusinessProProductionPromotion 产品推广 WordsandExpressionPromotionmix营销传播组合Advertising广告 总称 SalesPromotion销售促进Personalselling人员推销Publicrelationsandpublicity公共关系与宣传Targetmarket目标市场Geographicdistribution地理分布Demographiccharacteristics人口特征 Freesamples免费样品Tradeshows商业展览会Refund折让 折扣 购物完毕后提供减价 而不是在零售店购买的 Rebate折扣 回扣Seepstake抽奖Potentialconsumer潜在顾客Incentive鼓励 奖励 刺激Loyaltyscheme顾客忠诚计划 关顾奖励 BackgroundReading 相关背景阅读 SelectionofPromotionMixElementsVariousaspectsofaproductinfluenceafirm sselectionofpromotionmixelements Firmssellingindustialproductsgenerallyemphasizepersonalsellingintheirpromotionmixesanduseadvertising salespromotion andpublicitytosupportpersonalsellingefforts Forconsumerproducts advertisingistheprimaryelements Firmsofferingconsumerconvenienceproductspromotethemheavilywithadvertisingandsalespromotion Thesize geographicdistribution anddemographiccharacteristicsofafirm stargetmarketgreatlyinfluencethechoiceofpromotionelements Personalsellingwilllikelybeanimportantelementforthetargetmarketthathasalimitednumberofpotentialcustomers whileadvertisingandsalespromotionususallydominatethepromotionmixdesignedtoreachmillionsofpeopleatalowcostperperson Similarly personalsellingisgenerallymorepracticalwhenafirm scustomersareconcentratedinasmallarea advertisingandsalespromotion whicharemoreflexible canbeeasilygrearedtomarketsinanygeographicregionwhethersmallandpreciselydefinedorlarge Atargetmarket sdemographics age income education socialclass occupation alsoinfluencethepromotionmix Afirmmarketingtoteenagerswouldemphasizeadvertising especiallyontelevision butrelylessonpersonalselling salespromotion orpublicity Afirmtargetingeducated financiallywelloffconsumersaged35andolderwouldusepersonalselling advertising andperhaps publicitybutnotconsumersalespromotionactivitites sincecoupons rebate andsweepstakesaremoreimportanttolower andmiddleincomefamilies SampleTest 口试样题 Interlocutor sQuestionsWhatdoyouthinkisthebasicobjectiveunderlyingallpromotion Whatdoyouthinkarethemostcommonlyusedadvertisingmedia Doyouthinkadvertisingcost effective Why Whynot Whydoyouthinkcompaniesusesalespromotion SuggestedAnswers Whatdoyouthinkisthebasicobjectiveunderlyingallpromotion Ithinkit stoprovideinformation Firmswanttotellcustomersaboutthemslevesaswellaswhatproductsareavailabel wheretheycanbepurchased andforwhatprices 2 Whatdoyouthinkarethemostcommonlyusedadvertisingmedia Theyarenewspapers television directmail radio magazines andoutdoordisplays 3 Doyouthinkadvertisingcost effective Why Whynot Idon tthinkso becauseadvertisingespeciallyusingnationalmediawithimmenseaudiencesisveryexpensive Yes althoughadvertisingcanbequiteexpensive manyfirmsstillfinditcosteffectivebecauseitcanreachvastnumbersofpeopleatalowcostperperson 4 Whydoyouthinkcompaniesusesalespromotion Salespromotioncanprovidedirectincentivestocustomers motivatesalespeople andstimulatedealerstobeinterestedandinvolvedindistributingaproduct Section2Viewingandspeaking VideoDemonstrationWhichoneisbetter goodqualitiesofasalesrepresentative easygoing eloquent sociable adaptable Technicallyproficient Notes Givediscountsforbulk Cutthepriceto fromthedateofpurchaseJammingproblemIt srealnuisance On siteserviceMoney backguaranteeiR2270canprint22copiesaminute whileiR2010prints2copiesless ChecklistDoessheaskabout size color brand capacity sellingpoint price discount after salesservice money backguarantee insurance delivery warranty CanoniR2270CanoniR2010 Price 2 330 Warranty Capacity Priceforafter salesservice Money backguaranteesevendaysDeliverytime 2 200 Threeyears 22 20 Freeforthreeyears 150 yrafterthreeyears Withinthreeweeks Within24hours Generalprocessofproductpresentationapresentationonavideophone Statementofobjectives Today I dliketotalkabout Outlineofstructure I lldividemytalkinto Startingthe1stpoint Letmestartwiththefirstpoint Startinganotherpoint Iwillmoveontothenextpoint Summarizing Tosumup theproducthas is Concluding Thankyouforyourtimeandattention ViaTVDesktopVideophoneAppearance User friendliness Specialfeatures Methodsofpromotion Smallandelegant Easytosetup allyouneedisatouch tonephone aseasytouseasmaking anormaltelephonecall Full colormotionvideo adjustablepicturesetting goodaudioquality Previewmode privacymode onaspecialoffer Script Doyouhavefriendsorfamilymembersyouwouldliketoseemoreoften Whenyouphonecolleagues wouldyouliketoseetheirfaces TheViaTVDesktopvideophonemeansthatyoucan Asyousee it ssmall elegantandidealfortheofficeorhome evenforBusinesstrips It sveryeasytosetup allyouneedisatouch tonephone Youdon tneedacomputeroranyspecialsoftware It salsoveryeasytouse Aseasyasmakinganormaltelephonecall TheViaTVDesktopvideophonehasmanyfeatures First ithasfull colorMotionvideowhichmeansyoucanseetheotherperson sgesturesandchangesofexpression Thepicturequalityisexcellent Second ithasanAdjustablepicturesettingthatenablesyoutochangethemodetogetanidealImageevenforviewingdesignsfordocuments Third itsaudioqualityisExactlythesameasanormaltelephonecall Inaddition theViaTVDesktopvideophonehasapreviewmodesothatyouCancheckwhatyoulooklikebeforetheotherpersonseesyou Andfinally theprivacyModeisanimportantfeature YoucanuseittoblocktheImagebutkeepthevoiceconnection Now ofcourse justasanymeansofcommunication it sworthwiletohaveaset Wehaveaspecialofferonatthemoment sonowisthetimeTobuytheViaTVDesktopvideophone Putyourselfinthepicture Section3 ManagingPeopleandOrganization 管理人员和机构 Reportwriting Reportsareaveryimportantmethodofgainingandgivinginformation Althoughtheymaybepresentedorally atameetingforexample reportsareusuallypresentedinwriting Theultimatepurposeofanyreportistoprovidethefoundationfordecisionstobemadeandactiontaken Report writingroutine informationcollecting questionnaire basicinformationintroduction purpose guidance incentiveanonymous unanonymousclose openquestionslogicordersofquestionsWheredothosequestionscomefrom turningobjectivesintoquestions Objectives designinga mixed questionnaire Tofindoutthedemographic 不同人口特征的 featuresofstudents smokersandnon smokersoncampus Forstudentsmoker Toidentifyhis hersmokingyears Tofindoutthereason s ofsmoking Toperceivethecigarettesconsumption day Forstudentnon smoker Tofindouthis herresponsewhenconfrontingsmoker s aroundhim her Tofindouthis hertemptationofpersuasiontowardsclassmatesmoker s Toidentifyhis herwaysofpersuasionifhe shehaseverdone Questionnaire mixed open closed 1 Name 2 Sex 3 Age 4 Major 5 Doyousmoke Yes No Forthosewhosmoke 6 Howlonghaveyousmoked 7 Whydidyousmoke 8 Howmanycigarettesdoyousmokeeveryday Forthosewhodonotsmoke 9 Whatwouldyoudoifyourclassmatesmokesinfrontofyou 10 Haveyoupersuadedyourclassmatesnottosmoke How P224ReportWriting Youarethegeneralmanager ssecretary workingintheworld famousMcDonald scompany Nowyouarereadingyourcompany sproandagaincosyourbosswantsyoutoworkoutacompany sreportinEnglishforhimonmanagingpeopleandorganizationtopresentbeforethecustomersfromabroad Thinkhowyoucanaccomplishsuchatask Checklist reportwriting Whatinformationisessential andwhatcanbeomitted CanIcoverallthemainpoints HaveIcovered Isitclearlylaidoutandeasytofollow layout CanIgeteverythingontohalfapageor DoIneedtouseshort simplesentences How Willeverythingbecleartothereader s Checklist Title ManagingPeopleandOrganization管理人员及机构 Structure TheopeningThemainbodyTheending themainbody Structure Groupwork Workingroupstofindoutthemainideas mainpointsineachpartandsummarizethoseideasorpointsinphrasesorshortsentencesinEnglish ManagingPeopleandOrganization 1 IntroductionHeritageofMcDonald sGivingbacktothe Leadingand 2 AseriesofcommitmenttoemployeesCommitmentto Commitmentto Commitmentto Commitmentto 3 Fivepeopleprinciples communities doingtherightthing education qualityandsafety socialresponsibilities creatingapleasantenvironment 2 CommitmenttoEducationEducationofyouthWorkinpartnershipwith Topprioritiesof 2 EducationofmanagersandemployeersJobexperiencecomplementandsupports Educationalways Reward Providetuitionforemployees parentsandeducators educationandschoolwork employee seducationalgoals comesfirst goodgrasesandschoolattendence tocontinuetheireducation 3 CommitmenttoqualityandsafetyAleader high qualityandsafetystandards Proper handingand Foodsafety 4 FivepeoplepriciplesRespectand Valuesand CompetitivePayand Learning Developmentand Resourcesto issettingandstrictlyenforcing foodstorage cookingpractices checklist Recognition leadershipbehavior Benefits PersonalGrowth GettheJobDone 5 ConclusionBecauseofgoodcompanypolicies McDonald shasbecomeoneofthemostpopularfastfoodrestaurantsintheWorld ItsbusinessisgrowingbasedonthecontributionofItsemployeesaroundtheworld CheckYourUnderstanding 1 Accordingtothecommitmenttoeducation McDonald spromisestosendeveryemployeetocollege 2 EmployeesinMcDonald scanhavealotofopportunitiestodevelopquickly 3 Ifanemployeehasdoneagoodjob he shemaygetarewardorpromotion 4 IfanemployeehastodecidebetweeneducationandanEmploymentcommitment thelatteralwayscomesfirst 5 ThemostimportantitemsofMcDonald srequirementsareQualityandsafety 6 Accordingtothepassage MacDonald swillcheckthequalityandsafetyofitsfoodeveryday 7 ValuingandrespectingemployeesareconsideredveryImportantinMcDonald s 8 ThereareneverenoughemployeesinMcDonald s soEmployeesoftenworkovertime WritingMemosinEnglish WhatconstitutesamemoThedifferencebetweenamemoanabusinessletterThefomatsofmemosGuidelinesforwritinggoodmemos Discussion 1 Whatarethemajordifferencesbetweenamemoandabusinessletter 2 Whatfeaturesshouldawell writtenmemohave 3 Isitgoodtowriteaverylongbusinessmemo Whyorwhynot Abusinessmemodiffersfromanordinarybusinessletterinthefollowingimportantways MemosarealmostalwaysusedwithinanorganizationMemosarelessformalthanbusinesslettersMemosarenormallyusedfornon sensitivecommunication towhichthereaderswillnothaveanemotionalreaction Memosusuallyhaveadirectstyleandaretypicallyshortandto the point Memosusuallydonothaveasalutation Memosdon thaveacomplimentaryclosing Memoshaveaspecificformatthatisdifferentfrombusinessletters Formatsofmemos MemorandumDate To From Subject Textofthememo Guidelinesforwell writtenmemos BeclearBeconciseStateyourmainideafirstRemembermemoIdentifyyourattachmentsBecoherentUseabusiness liketoneProofreadyourworkIdentifyyouraudience Engineering Pros Inc MEMORANDUM Date June25 2012To Allstaf