商务英语Unit 2

,MarketingandPromotion,UnitTwo,WhatisMarketing（营销)?,根据市场需要组织生产产品，并通过销售手段把产品提供给需要的客户被称作营销。营销学是关于企业如何发现、创造和交付价值以满足一定目标市场的需求，同时获取利润的学科。营销学用来辨识未被满足的需要，定义、量度目标市场的规模和利润潜力，找到最适合企业进入的市场细分和适合该细分的市场供给品。,营销术语,包括市场细分（segmentation）目标市场选择（targeting）市场定位（positioning）需要（needs）欲求（wants）需求（demand）市场供给品（offerings）品牌（brands）价值和满足（valueandsatisfaction）,交换（exchange）交易（transaction）关系和网络（relationshipsandnetworks）、营销渠道（marketingchannel）供应链（supplychain）竞争（competition）营销环境（marketingenvironment）营销策划/方案（marketingprograms）,营销的主要过程,（1）机会的辨识（opportunityidentification）；（2）新参品开发（newproductdevelopment）；（3）对客户的吸引(customerattraction)；（4）保留客户，培养忠诚(customerretentionandloyaltybuilding)；（5）订单执行（orderfulfillment）。这些流程都能够处理得好的话，营销通常都是成功的。如果哪个环节出了问题的话，企业就会面临生存危机。,WhatisPromotion(促销）?,促销就是营销者向消费者传递有关本企业及产品的各种信息，说服或吸引消费者购买其产品，以达到扩大销售量的目的。促销实质上是一种沟通活动，即营销者（信息提供者或发送者）发出作为刺激消费的各种信息，把信息传递到一个或更多的目标对象（即信息接受者，如听众、观众、读者、消费者或用户等），以影响其态度和行为。常用的促销手段有广告、人员推销、网络直销、营业推广和公共关系。企业可根据实际情况及市场、产品等因素选择一种或多种促销手段的组合。,促销的形式和内容,1、媒体广告2、户外广告3、张贴横幅店招展示4、货架冰柜5、生动陈列6、零点陈列优惠销售,包括商业广告、营业推广、公共关系和人员推销四类，具体如下：,7、捆绑销售8、免费赠饮9、店员推荐树立好口碑10、渠道促销11、超市促销12、广场促销活动促销,1、传递产品销售信息。2、创造需求，扩大销售。3、突出产品特色，增强市场竞争力。4、反馈信息，提高经济效益。,促销的作用,Contents,Warm-upTextTranslationNotesNewWordsExamplesExercisesExtendedActivities,.Warm-up,brand,price,color,style,size,type,package,usage,品牌，价格，颜色，样式，大小，类型，包装，使用，fashion,modern,date,company,address,performance,时尚，现代，日期，公司，地址，业绩，reputation,pollution,taste,smell,shape,materials,信誉，污染，味道，气味，形状，材料，,I.Workwithyourpartnerandlistthingscustomersmayconsiderwhentheymakeapurchase.,weight,quality,performance,after-salesservice,重量,质量，性能，售后服务，attitude,user-friendliness,environment-friendliness,态度，方便用户，环境友好性，reliability,comfortable,convenient,portable,sexy,beautiful,可靠性，舒适，方便，轻便，性感，美丽,II.Pairwork:,1)Howdoyouusuallygettoknowanewproductorservice?2)Whatpracticesarecommonlyusedtopromoteaproductorservice?3)Areyoufondofbuyingpromotedproducts?Whyorwhynot?4)Howdoyouseepromotionalactivitiesprevailingintodaysbusinessworld?,References,Modernmarketingcandirecttheflowofgoodsandservicesfromproductstoconsumers.Thesatisfactionofparticularcustomerneedswasessentialforsuccess.Essentially,themarketingconceptfocusesalltheactivitiesoftheorganizationonsatisfyingcustomerneedsbyintegratingtheseactivitieswithmarketingtoaccomplishtheorganizationslong-rangeobjectives.现代营销可以引导从产品到消费者的商品和服务的流通。特定客户的需求满意度是成功的关键。基本上，营销理念集中在满足客户需求的所有活动的组织上，通过这些活动，完成本活动的长远目标。,1.Whenacompanystartstosellgoodsinanewmarket,theyoftendosomemarketresearchorapreliminary（预备的）studytoseeiftheprojectisfeasible（可行的）.Theyresearchthemarketpotential（潜力)ordoafeasibilitystudytoseeiftheywillmakemoneybysellinginthenewmarket.Inotherwords(也就是说),theywanttoseeiftheproductisviable(切实可行).,.TextStudyMarketingandPromotion,2.Onewaytoassess(评估)themarketpotentialistotakeastand(摊位)atatradefair(商品展销会)wherecompaniescanexhibit(展览)samples(样品)oftheirproductsandseewhatresponse(反应)theygetfromprospective(可能的)customers.Thetradefairisanexhibitionofgoods,andacompanyexhibitsasampleofitsproductatitsstand.Thisisalsoaformofpublicity(宣传)andthecompanyrepresentative(代理人)willprobablyhandout(分发)publicitybrochures(小册子)topromote(推销)theproductfurther.,TextMarketingandPromotion,2.Oftenjournalists(新闻记者)writeaboutthetradefairandsometimescompaniesholdapressconference(会议)iftheywanttopromoteaparticularmodelorrange.Eachdifferenttypeofcar,bike,etc.isamodel.Allthedifferentmodelsmadebyacompanymakeup(形成)itsrange(系列).Thefullrangeofgoodsisnormallydisplayed(陈列)inthecompanyscatalogue(目录)whichisabookletorbrochure.,TextMarketingandPromotion,3.Anotherwayofpromotingorpublicizinganewproductistoplaceadvertisementsinmagazinesornewspapers.Advertisementsarealsocalledadvertsoradsforshort(简称).Aplantodoalotofadvertisingofoneproductiscalledacampaign.Startinganadvertisingcampaign(宣传或销售某商品的活动)onanewproductisknownas(通称为)launchingtheproduct(推出新产品).,TextMarketingandPromotion,4.Theaimofpromotionistointerestcustomersorclients(客户)intheproduct.Initially(最初)customersmightmakeinquiries(询问)abouttheproduct.Whentheydecidetobuytheyplaceanorder.Atatradefaircompaniesaretryingtowinasmanyordersaspossible.However,beforeaclientplacesanorder,hewantstoknowmanythingshowlongdelivery(运送)takes,whetherthecompanycansupplyreplacements(替换)andspare(多余的)parts,whattheafter-salesserviceislike,etc.,TextMarketingandPromotion,4.Ifoneofthecomponents(零部件)ofaproductbreaks,thecustomerwillwantareplacementsparepart.Iftheproductiscomplicated(复杂的),skilledworkersmightbeneededtofit(安装)sparepartsortoservice(维修)ormaintain(保养)themachinery(机器).Anymaintenanceorservicingofthecompanydoesafterithassoldtheproductiscalledafter-salesservice(售后服务).Whetheracompanycanprovidegoodafter-salesserviceornotmaydirectlyaffectthesalesofitsproducts.,TextMarketingandPromotion,.Questions,1.Whatdoesacompanyoftendowhenitlandsonanewmarket?ThekeycomesfromParagraph1:Theyoftendosomemarketresearchorpreliminarystudytoseeiftheprojectisfeasible.2.Whatisthepurposeofdoingmarketresearch?ThekeycomesfromParagraph1:Toseeiftheprojectisfeasible,ortoseeiftheywillmakemoneybysellinginthenewmarket,ortoseeiftheproductisviable.,3.Whatdoesacompanyexhibitatatradefair?ThekeycomesfromParagraph2:Samplesoftheirproducts.4.Whydoesacompanyexhibititsgoodsatatradefair?ThekeycomesfromParagraph2:Thecompanycanexhibitsomesamplesoftheirproducts,seewhatresponsetheygetfromprospectivecustomersandthetradefairisalsoaformofpublicity.5.Whatwillcompanyrepresentativesprobablydotofurtherpromotetheirproducts?ThekeycomesfromParagraph2:Handoutpublicitybrochurestopromotetheproductfurther.,6.Whatwillcompaniesdoiftheywanttopromoteaparticularmodelorrange?ThekeycomesfromParagraph2:Holdapressconference.7.Whatdoeslaunchingaproductmean?ThekeycomesfromParagraph3:Startinganadvertisingcampaignonanewproductisknownaslaunchingtheproduct.,8.Whatdoesaclientusuallywanttoknowbeforeplacinganorder?ThekeycomesfromParagraph4:Makeinquiriesabouttheproducts.Theywanttoknowmanythings-howlongdeliverytakes,whetherthecompanycansupplyreplacementsandspareparts,whattheafter-salesserviceislike,etc.9.Whatwilldirectlyaffectacompanyssalesperformance?ThekeycomesfromParagraph4:Whetheracompanycanprovidegoodafter-salesserviceornotmaydirectlyaffectthesalesofitsproducts.,10.Howdocompaniesusuallypromoteorpublicizeanewproduct?ThekeycomesfromParagraph2-4:totakeastandatatradefair;tohandoutpublicitybrochures;toholdapressconferenceorhavesomereportsaboutproducts;toplaceadvertisementsinmagazinesornewspapersoronTVorInternet;,totakealotofadvertisingcampaignswithcoloredbackground,attractivemusic,entertainmentorperformanceormodelshow;toanswerquestionswellorpromiseagoodafter-sales;toprovideachancetousefreelyorsendsomethingasagift;togiveadiscount;tohavereceptionsorparties;tohelpthepeopleintroublesorcontributetooursocietyormotherland,etc.,译文：营销和促销1当一家公司开始在一个新市场出售货物时，他们往往做一些市场调查或初步研究，看看该项目是否是可行的。他们研究市场潜力或做可行性研究，通过在新市场的销售，看看是否会赚钱。换言之，就是他们想看到产品是否切实可行。,译文：营销和促销2有个评估市场潜力的方法是，公司在商品交易会立个展位，可以展示其产品的样品，看看潜在的客户有什么反应。商品交易会是一个商品展览会，公司在展位展示产品的样本。这也是一种宣传形式，公司代表可能会分发宣传小册子来进一步促销。,译文：营销和促销2这也是一种宣传形式，公司代表可能会分发宣传小册子来进一步促销。通常记者会报导贸易博览会，如果公司想促销某特殊型号或系列的产品，公司有时会举行记者招待会。每个不同类别的汽车、自行车等是一个型号。公司生产的所有不同的型号组成系列产品。所有系列产品通常显示在该公司的小册子或宣传册目录上。,3另一种促销或宣传新产品的方式，是在杂志或报纸上做广告。广告也称为advers广告或缩写成ads广告。对一个产品做大量广告的计划，叫做促销活动。对一个新产品开始做促销活动，被称为发布新产品。,译文：营销和促销4促销的目的是要顾客或客户对产品感兴趣。最初顾客可能对有关产品进行咨询。当他们决定购买时，会下一个订单。在商品交易会上，公司要尽可能多地赢得大量订单。但是，在客户下订单前，他想知道很多事情-运送要多长时间、公司是否可以供应替换件和备件，售后服务情况如何等等。如果产品的零件坏了，客户将要更换零件。如果是一个复杂的产品，可能需要熟练的工人来安装备件或维修或保养机器。任何公司的售后保养或维修，叫做售后服务。一个公司是否能提供良好的售后服务，可能直接影响其产品的销售。,译文：营销和促销4如果产品的零件坏了，客户将要更换零件。如果是一个复杂的产品，可能需要熟练的工人来安装备件或维修或保养机器。任何公司的售后保养或维修，叫做售后服务。一个公司是否能提供良好的售后服务，可能直接影响其产品的销售。,Notes,1.doapreliminarystudy:tomakeastudybeforeanimportantactionorevent.2.marketpotential:possibilityofbeingdevelopedinthemarket.3.afeasibilitystudy:astudytofindoutwhetheracertainprojecthaspotentialtosucceed.Theword“feasibility”isanoun,butcanbeusedasanattributive.4.aformofpublicity:awayofprovinginformationinordertoattractpublicattention.,5.promotetheproductfurther:“further”heremeans“toagreaterdegree.6.arangeof:grouporseriesofsimilarthings.7.placeanorder:tomakeanofficialrequestforgoodstobesupplied.8.machinery:Itisanuncountablenoun,usuallyfollowedbyasingularverb.e.g.Machineryisbeingintroducedtosavelabor,1.preliminarypriliminria.开端的；预备的2.feasiblefi:zbla.可行的3.potentialputenln.潜力4.viablevaibla.切实可行5.assesssesv.评估6.standn.摊位7.fairn.商品展销会8.exhibitizibitv.陈列，展览9.samples:mpln.样品10.responserispnsn.回答,11.prospectivepruspektivn.预期的；可能的12.publicitypblisitin.宣传；广告13.representative,reprizenttivn.代表；代理人14.brochurebrourn.小册子15.promoteprumutv.推销；推广16.journalistd:nlistn.新闻记者17.conferencen.会议18.rangereindn.系列19.displayv.陈列；展示20.cataloguektln.目录,21.campaignkmpeinn.（宣传或销售某商品的活动）22.launchl:nt,l:ntv.推出并新产品23.clientklaintn.客户24.initiallyiniliad.最初25.inquiryinkwairin.询问26.deliverydilivrin.递送；运送27.replacementripleismntn.替换28.sparea.多余的ponentkmpunntn.零部件plicatedkmplikeitida.复杂的,31.fitv.安装32.servicev.保养；维修33.maintainmeinteinv.保养；维修34.machinerymi:nrin.机器1.inotherwords换句话说；也就是说2.handout分发3.makeup形成；构成4.forshort作为简略形成；简称5.beknownas通称为6.after-salesservice售后服务,preliminarya.feasiblea.brochuren.,potentialn.responsen.campaignn.,Whatwordscanyouassociatewiththepictures?,componentn.machineryn.fitv.,motev.cataloguen.,complicatedn.launchn.clientn.,rangen.displayv.representativen.,prospectivea.journalistn.inquiryn.,maintainv.deliveryn.sparea.,viablea.samplen.publicityn.,standn.fairn.feasiblea.,publicityn.clientn.initiallyad.,inquiryn.exhibitn.displayv.,marketpotential:市场潜力2.feasiblea.可行的e.g.afeasiblesolutionNowthatwehavetheextraresources,theschemeseemspolitically/financially/technicallyfeasible.Itsquitefeasiblethatwellgetthemoney.Feasibility(可行性)isthenounformoffeasible.3.toseeif/what:发现;认定e.g.Illcallhimandseehowthejobinterviewwent.ShewentoutsidetoseewhatwashappeningIvejustcometoseeifyouwanttogooutforadrink.,4.inotherwords:换言之;那就是说e.g.Yourperformanceintheexamdidnotreachtherequireddemand,inotherwords,youfailed.5.viablea.切实可行的synonym:feasiblee.g.Tmercialviability商业上的可行性thelong-termfinancialviabilityofthecompany公司的长期财政活力6.exhibitvt.展览e.g.Herpaintingswereexhibitedatagallery.,7.assessvt.评定，评价，估价，估计e.g.Hessolazythatitsdifficulttoassesshisability.Itstooearlytoassesstheeffectsofthenewlaw.Theyassessthevalueofthehouseat$60,000.synonym:evaluate8.standn.售货的亭子/摊位或者柜台e.g.ahotdogstandanexhibitionstand9.samplen.样品e.g.samplesofanewshampoo,10.tradefair:贸易展销会;商品交易会Faircanalsomeanagatheringheldataspecifiedtimeandplaceforthebuyingandsellingofgoods;amarketoranexhibition,asoffarmproductsormanufacturedgoods,usuallyaccompaniedbyvariouscompetitionsandentertainments.(博览会,通常带有竞争性和娱乐性.)11.representativen.(公司)代理人e.g.Theroleofthesalesrepresentativeisextremelyimportantintheorganizationsoverallsaleseffort.,12.prospectivecustomer:潜在的客户13.publicityn.宣传e.g.Wehaveplannedanexcitingpublicitycampaignwithouradvertisers.publicityn.宣传;宣扬propagandan.(贬义词)尤指政府为了影响民意而进行的宣传e.g.Wewillholdabigpublicitycampaigntohighlightthedangersofsmoking.Theirspeecheshavebeenexposedaspurepropaganda.Therefore,theChineseexpression宣传部shouldnotbetranslatedinto“PropagandaDepartment”,instead,apropertranslationshouldbe“PublicityDepartment宣传部”.,14.handout:分发;散发展e.g.Handoutthebookstoeveryoneintheclassroom.Hesverygoodathandingoutadvice!“handout”:发给出席讲座等的听众的印刷品;讲义15.辨析brochure,bookletanonlinecatalogue,16.pressconference:(产品的)新闻发布会17.motionn.1)提升e.g.Mydaughtersjustbeenpromoted.Theyoungarmyofficerwaspromotedtotherankofcaptain.Theypromotedhimcaptain.2)推销(货物)e.g.Theystagedabigadvertisingcampaigntopromotetheirnewproduct.3)促进;增进;推动e.g.Milkpromoteshealth.Wemustmakeneweffortstopromotehumanpeaceanddevelopment.,18.modeln.产品型号或款式e.g.aluxury/newmodel19.makeup1)形成;组成;构成e.g.Farmingandminingmakeupmostofthecountrysindustry.2)虚构;捏造e.g.Hemadeupanexcuseforhisbeinglate.3)化装e.g.Shenevergoesoutwithoutmakingherselfupfirst.“Make-up”化妆;化妆品isthenounform,whichmeansthepowder,paint,etc.wornontheface,eitherbyactorsorforimprovingonesappearance.Therefore,wehavethefollowingphrases:eyemake-up眼影;stagemake-up舞台化妆.,20.displayvt.呈现;展示e.g.Whydontyoudisplayyouradonthenoticeboardwhereeveryonecanseeit?Thepermit许可证shouldbeclearlydisplayedinthefrontwindow.21.forshort:简略为;简称e.g.MynameisDavid,orDaveforshort.Asimilarphrasecontaining“short”isinshort(简而言之),whichmeans“toputitintoasfewwordsaspossible”,e.g.Thisisourmostdisastrousandembarrassingdefeatever;inshort,afiasco(惨败).,22.campaignn.以达到某一目的而采取的一项或一系列活动e.g.anadvertisingcampaignforanewproduct23.“anadvertisementcampaignonanewproduct”:Here“on”means“affecting/relatingto“(关于)”e.g.abookonChinanewevidenceonthematter24.(be)knownas/tobe:以而闻名e.g.HangzhouandSuzhouareknownasparadiseonearthChinaisknowntobeapopulouscountry.,25.辨析customerandclientAcustomerisapersonwhobuysgoodsoraservice.e.g.Mrs.Wilsonisoneofourregularcustomers.Aclientisapersonwhoreceivesservices;soifyouarepayingforservices,forexample,fromalawyerorabank,youareaclient.e.g.Mr.Blackhasbeenaclientofthisfrommanyyears.26.asaspossible:e.g.assoonaspossibleasmanyaspossibleassimpleaspossibleasearlyaspossible,27.ordern.订单e.g.CanItakeyounoworwouldyouliketohaveadrinkfirst?Iwouldliketoplace(=make)anorderforalargepinetable.orderv.订货,下订单e.g.Areyoureadytoorder,orwouldyouliketolookatthemenuforalittlelonger?28.delivery(ofgoods)n.:transportofgoodstoacustomersaddress.交货,29.replacementn.代替者,替换物e.g.Weareoutofstockandwaitingforreplacement.我们现无存货,正等待进新货.30.spareparts:备件ponentn.元件,部件e.g.Thesecompaniesmakeelectroniccomponentsforcomputerproducts.32.servicev.维修;保养e.g.Imhavingthecarservicednextweek.33.machinery(总称)机器e.g.Newmachineryisbeinginstalledinthefactory.,34.辨析affectandeffect“affect”isaverb动词,meaning“tohaveaninfluenceon”,while“effect”isusuallyanoun名词,meaning“theresultofaparticularinfluence”.e.g.Thedivorceaffectedeveryaspectofherlife.Theteamsperformancewasaffectedbytherain.Ithinkalltheworryhasaffectedmybrain!Thediseaseonlyaffectscattle.Iwasdeeplyaffectedbythefilm.Governmentpolicywillnotaffectus/willnothaveanyeffectonus.,1.Onewaytoassessthemarketpotentialis_.a.totakeastandatatradefairb.toadvertiseonTVorinmagazinesandnewspapersc.toasktheprospectivebuyerstoansweraquestionnaired.tohandoutpublicitybrochuresattheentrancetothetradefair.2.Accordingtothetext,acampaignrefersto_.a.afirmorabusinessb.aplantoadvertiseaproductc.aconnectedseriesofmilitaryoperationd.aninvestigationintothemarketpotentialofproduct,3.BeforeaclientplacesanorderheorshewantstoknowallofthefollowingBUT_.a.whetherthecompanywillexhibititsproductsatatradefairb.whetherthecompanycansupplyreplacementsandsparepartsc.whetherthecompanycandelivertheorderedproductpromptlyd.whetherthecompanycanprovidenecessarymaintenanceorservicing,4.Promotionaimsto_.a.furtherpublicizeaproductb.raisecustomersinterestinaproductc.makefulluseofthemarketpotentiald.offerlowerpriceandbetterservicetocustomers5._is(are)usuallydisplayedinacompanyscatalogue.a.Thecompanysprofileb.Thecompanysstructurec.Thecompanysproductrangd.Thecompanyspromotionactivities,Key:a.b.a.b.c,Exercises2Businesswords,1.client客户mote推销,推广toincreasethesales(ofanewproduct)bypublicity,salescampaigns,TVcommercialsorfreegifts3.catalogue目录alistofplaces,names,objects,goods,etc.4.delivery递送,运送theactoftakingorgivingsomethingtosomeone,orthethingstakenorgiven5.market市场abuilding,squareoropenplacewherepeoplemeettobuyandsellgoods.,6.launch推出(新产品)toput(anewproduct)onthemarket(usuallyspendingmoneyonadvertisingit)pany公司anorganizationmadeupofpeoplewhoworktogetherforthepurposeofbusinessortrade8.range系列asetofdifferentobjectsofthesamekind9.after-salesservice售后服务serviceofaproductcarriedoutbythesellerforthebuyer10.campaign(宣传或销售某商品的)活动aseriesofplannedactivitieswithaparticularcommercialaim,prospectiveassessmakeupforshortviableinotherwordspotentialknownascampaignfeasibilityhandoutpublicity1.Thetaxonlyaffectspeopleonincomesofover$200,000,_,theveryrich.2.Thepromotionorganizersspentover$5000,000on_aloneinthehopethatthestyleoftheproductwouldbeasellingpoint.3.Themainstreetbetweenthecastleandthepalace_“theRoyalMile”4.HisnamesMaximilian,butwejustcallhimMax_.,inotherwords,publicity,isknownas,forshort,5.HestudiedtheGermanmarkettofindthe_thereforprofitableinvestment.6.Ifyouchoosetodoso,youcanmakeaphotocopyoftheexplanationand_totheclass.7.Theinvestmentremainsbeyondreachformany,butthechoicestodayaremuchbroaderandmore_than10yearsago.8.Thegovernmentismakinga_studyontheshoppingcenterproposal.,potential,handitout,viable,feasibility,9.BrandA_offourpackseachcontainingafulldaysfood.10.Mymotherkeepsintroducingmetomensheconsiderstobe_husbands.11.Environmentalgroupslauncheda_againstthewidespreadproductionofgeneticallymodifiedcrops(转基因农作物)12.Thistestprovidesanexcellentwayof_studentsprogress.,assessing,ismadeup,prospective,campaign,1.TheU.S.A.isabbreviatedfromtheUnitedStatesofAmerica.TheUnitedStatesofAmericaiscalledtheU.S.A.forshort.2.Peaceandhonorcouldnotbeestimatedindollars.beassesse