商务英语口语课件

WherecanIgettheinformationIneed?,Unit1,PartI,Warming-up,Contents,Part,Scaffolding,Part,Practice,Part,LearningMore,Warming-up,PartI,(a)BrainstormwithyourpartnerandmakealistoftheinformationwhichisimportanttoknowaboutothercountriesforanImportandExportcompany.,Informationlist,1,taxpoliciesandregulations,2,marketcharacteristics,3,4,5,6,competition,socialandculturalhabits,customerbuyingbehavior,industrydevelopment,Warming-up,PartI,(b)Wherecanthecompanygettheinformationneeded?Pleasemakeanotherlistofinformationsources.,InformationSources,1,newspaper,2,3,4,internet,5,6,magazines,governmentreport,industryassociationjournals,researchspecialists,Scaffolding,Part,SituationalDialogue1,LiYan,salesmanager,forBoyiArtsTradingCompany.ZhangJian,marketingmanager,forBoyiArtsTradingCompany.NowLiYanisaskingZhangJianforsomeadviceonhowtocarryoutmarketresearch.,L:Well,Mr.Zhang,couldyougiveussomesuggestionsabouthowtostartsellingourcornbasketinanewoverseasmarket?Z:Well,fromthemarketingpointofview,youneedtodoalotofdeskresearchandmarketresearchbeforeyoucansellanythingtoyourcustomers.L:Howismarketresearchcarriedout?Z:Thatsaverybroadquestionindeed.ButfirstofallIthinkyoushoulddosomeexploratoryresearchtogetafeelforyourtargetmarket.L:CanyouspecifywhatsortofinformationIshouldlookfor?Z:Firstofallyouvegottofindoutiftheresanydemandforyournewproduct,andwhatsortofcompetitionyouwillmeet.Thentherearelocallegislationandpreferences.,译文,Scaffolding,Part,SituationalDialogue1,李岩是博艺工艺品贸易公司的销售经理；张建是博艺工艺品贸易公司的营销经理。这时，李岩正在询问张建如何开展市场调研。,李岩：张先生，我们应该如何向新开发的海外市场销售我们的玉米藤篮呢？张建：呃，从营销角度看，在你向顾客销售任何产品之前，都要做许多的案头调研和市场调研。李岩：市场调研应该怎么做？张建：这是个很大的题目。你应该先做一些初探性调研对市场有一个大概的了解。李岩：你能不能具体说说我需要寻找哪些信息？张建：首先，你必须搞清楚市场对我们的新产品有没有需求，另外我们会遇到哪些竞争。还有就是当地的法规和人们的喜好。,返回,Scaffolding,Part,SituationalDialogue1,译文,L:ButwherecanIgettheinformationIneed?Z:Forstarters,fromembassiesandconsulates,InternationalChamberofCommerce(ICC)andtradeassociations,localtrademagazines,newspapersandtheInternetL:Itseemstobeabigjob.Thenwhatsortofresearchshallwecarryout?Z:Usuallytherearetwomainmethodsofresearchquestionnairesandinterviews.Astoquestionnaires,thereisaconceptcalledvalidity,whichmeanstheratioofthenumberofquestionnairesyoureceiveandthenumberofquestionnairesyousendoutinyoursurvey.L:Howabouttheinterview?Z:Itsaface-to-facesurvey.Holdfocusgroupsofourmajorcustomersandin-depthinterviewswithleadersinforeigntradeassociations.L:Oh,Isee.Inthiscase,wedbetterusequestionnairestocollectcoreinformationaboutourproducts,anduseinterviewstogetsomeopinionsaboutthemarket.Z:Youcantryit.,Scaffolding,Part,SituationalDialogue1,李岩：那么我从哪里可以得到这些信息呢？张建：一开始，可以从大使馆和咨询公司入手，也可以从商会、贸易协会、当地的贸易杂志、报纸和因特网得到信息。李岩：看来是项繁重的工作。那么我们应该用什么样的调研方法呢？张建：通常有2种主要的调研方法，问卷和面谈。关于问卷，有一个有效性的概念，是指你在调研中分发的问卷和回收的有效问卷的比率。李岩：面谈呢？张建：就是面对面的调研。调研部门应该对我们的主要顾客进行一些群体访谈调研，并对外贸行业领导进行深入访谈。李岩：明白了。这样的话，我们最好用问卷来收集有关我们产品的主要信息，用访谈来调查对于市场的相关意见。张建：你可以试试。,返回,Scaffolding,Part,SituationalDialogue1,1.deskresearch案头调研,2.marketresearch市场调研,3.exploratoryresearch探索性调研,4.validityvldtn.有效性,5.focusgroup重点群体访谈,6.in-depthinterview深入访谈,Scaffolding,Part,Drill,Followme:Readaloudthedialoguewiththehelpoftherecording.,Scaffolding,Part,Tasks,1.Quickresponse-TranslatethefollowingEnglishexpressionsintoChinese.,1)targetmarket,目标市场,2)locallegislation,当地法规,3)InternationalChamberofCommerce(ICC),国际商会,4)questionnaires,问卷,5)focusgroups,重点群体,6)in-depthinterviews,深入访谈,Scaffolding,Part,Tasks,2.Testyourlistening-Whichoneisright?Therearefourexplanationsforeachphrase,andTWOofthemareright.MarkTfortrueandFforfalsetoeachexplanationyouhear.,(1)deskresearch,T,a.Itsresearchcarriedoutusingpublishedmaterial.,b.Itcanincludeinformationaboutgeography,politics,economicsandsocialconditions.,c.Itinvolvesgoingouttoaskcustomersfortheiropinions.,d.Itisthestudyofresearchresultsusingcomputeranalysis.,F,F,T,Scaffolding,Part,Tasks,2.Testyourlistening-Whichoneisright?Therearefourexplanationsforeachphrase,andTWOofthemareright.MarkTfortrueandFforfalsetoeachexplanationyouhear.,(2)exploratoryresearch,T,a.Itisaboutchoosingthebestresearchmethods.,b.Itisdesignedtohelpmarketersunderstandproblems.,c.Anexampleofitisadetailedstudyofwhyaparticularproductislosingsales.,d.Itisthestudyofnewmarkets.,F,F,T,Scaffolding,Part,Tasks,2.Testyourlistening-Whichoneisright?Therearefourexplanationsforeachphrase,andTWOofthemareright.MarkTfortrueandFforfalsetoeachexplanationyouhear.,(3)marketresearch,T,a.Itisthesameasmarketingresearch.,b.Itisaboutlookingattheeffectsofadvertising.,c.Itincludesmarketingresearch.,d.Itisaboutcollecting,studyingandanalyzinginformationwhichaffectsamarketingdecision.,F,F,T,Scaffolding,Part,SituationalDialogue2,LiYanisanalyzingthemarketfigureswithZhangJian.,L:Aftertwomonthsresearch,throughquestionnairesandinterviews,youknow,wefinallygotallthesefigures.Z:Good.Werethere5,560sheetsinthissurvey?L:Oh,yes,absolutely.ButwhatIwanttopointoutisthevalidityofthefigures.Infact,therewere2,108validsheets.Therestareinvalidbecausesomeofthemwereansweredimproperlyandsomewereevencopies.Z:Thenwhatstheresult?L:Asyoucanseefromthispiechartwhichshowsthebreakdownofourcustomers,middleagedpeopleaccountfor45%,ourothertwomajorcustomergroupsare7-11yearsold,whichoccupy28%ofthetotal,andtheelderly,ataround17%.Z:Thatmeansourcustomerswillbemiddle-agedpeople.Howabouttheresultoftheinterviews?,译文,Scaffolding,Part,SituationalDialogue2,李岩与张建在分析市场调研数据。,李岩：经过2个月的调研，通过问卷和面谈，我们最终得到这些数据。张建：很好。这次调研一共是5560份问卷吗？李岩：是的，当然了。但我想先指出一个关键性的问题，就是这些数据的有效性。其实有效问卷是2108份，其他的都是无效问卷。因为其中一些没有按要求回答，有一些只是复印件。张建：哦，那现在的结果怎样？李岩：你可以从这个饼图看到我们客户的分类情况，中年顾客占45%，其他两类分别是7-11岁的大约占28%，老年顾客占17%。张建：这意味着我们的客户主要是中年人。那么面谈的结果怎样？,返回,Scaffolding,Part,SituationalDialogue2,译文,L:Weconductedtheinterviewsinthreemajorcountries,Italy,FranceandHolland.53%ofFrenchintervieweesintendtolearnmoreaboutourproducts.Theyalsomentionedthemaincompetitorsinthemarket.Z:Whoisourmajorcompetitor?L:J&KLtd.inItaly.TheysellsimilarproductstoEuropeancustomers.WeknowthatJ&Khasalargemarketshare.Itssalesroseto$1,000,000in2012.Z:Whoistheirleadingbuyer?L:Yada.ItspurchasesofproductsfromJ&Krosesharplyfrom2011to45%,thehighestinthepast4years.Z:Therearetwoimmediatethingswecando:wecanincreaseouradvertisingbudgetandmakesureofourqualitycontrol.,LiYanisanalyzingthemarketfigureswithZhangJian.,Scaffolding,Part,SituationalDialogue2,返回,李岩：我们在3个主要国家：意大利、法国和荷兰进行了访谈。53%的法国人希望更多地了解我们的产品。他们也提到了市场上主要的竞争对手。张建：谁是我们的主要竞争对手？李岩：意大利J&K公司。他们在欧洲市场销售类似产品。我们了解到此公司当地市场份额占有率非常大。2012年的销售额达到100万美元。张建：他们主要的客户是谁？李岩：雅达。他们从J&K公司的产品购买量2011年起直线上升，达到45%，这也是近4年来的最高值。张建：我们有两件紧急事情要做：我们可以增加广告宣传预算，并确保质量控制。,李岩与张建在分析市场调研数据。,Scaffolding,Part,SituationalDialogue2,1.invalidnvldadj.无效的,2.piechart饼图,3.accountfor占,4.marketshare市场份额,Scaffolding,Part,Drill,Interpretation:LookattheChineseversionorEnglishversionofthedialogueintheflashandtrytointerpretit.,Scaffolding,Part,Tasks,1.Answerthequestionsfromtheinformationinthedialogue.,1)Whyaretherestsheetsofquestionnairesinvalid?,Becausesomeofthemwereansweredimproperlyandsomewereevencopies.,2)Whoaretheirmaincustomers?,Middle-agedpeople.,Scaffolding,Part,Tasks,1.Answerthequestionsfromtheinformationinthedialogue.,3)Wheredidtheyconducttheinterview?,Italy,FranceandHolland.,4)Whoistheirmajorcompetitor?,J&KLtd.inItaly.,Scaffolding,Part,Tasks,2.Studythegroupsofsentencedrillsbelowandchoosetherightpatternstodescribethefollowingchartsandgraphs.,Increaseanddecrease.salesroseto$.in20.reached$.in20.andtargeted$.by20.Itadded$.toitsgrowthin20.Sharesaccountfor%.occupied.%of.thetotal.marketamountsto.%of.sglobalsales.grow/rise/goupto/climb/boom/fall/decline/drop/godown/reducedto.%inEuropeand.%inNorthAmericaHighestandlowestrose.from20.to.thehighestinthepast.yearsThehighestpointis.whilethelowestpointis.reacheditspeak.andthendroppedsharply,Scaffolding,Part,Tasks,2.Studythegroupsofsentencedrillsbelowandchoosetherightpatternstodescribethefollowingchartsandgraphs.,Increaseanddecrease,Scaffolding,Part,Tasks,2.Studythegroupsofsentencedrillsbelowandchoosetherightpatternstodescribethefollowingchartsandgraphs.,Shares2012Sales,Scaffolding,Part,Tasks,2.Studythegroupsofsentencedrillsbelowandchoosetherightpatternstodescribethefollowingchartsandgraphs.,Highestandlowest,Practice,Part,1.Createadialogue-Pairwork,InDialogue2,LiYansteamusedinterviewstodomarketresearch.Supposeyouareonememberofawebsiteteamandwillholdaninterviewtodoresearchonaschoolwebsite.Role-playwithyourpartnersandexplainthereasontosupporteachquestionwiththefollowingsample.,Practice,Part,1.Createadialogue-Pairwork,InterviewonschoolwebsiteoncampusWelcometoourinterview.Yourparticipationisgreatlyappreciated.Herearesomequestionsrelatedtoaschoolwebsiteoncampus.1.Howoftendoyoubrowsewebsites?daily/weekly/monthly/hardlyever2.Ingeneral,whatdoyouthinkofthelookofthesite?(itscolors,thefont,graphics,etc.)highlyappealing/good/satisfactory/disappointing3.WhatfeatureofitslookandfeeldoyoulikeMOSTandLEAST?Why?4.Pleasecommentonhoweasyitistofindyourwayaroundthesite(e.g.fromthemetothemeandbacktohomeagain),Practice,Part,1.Createadialogue-Pairwork,5.Isitalwaysclearatalltimeswhereyouareinthesite?IfNo,pleaseexplainwhyyoufeellostandperhapssuggesthowwecouldavoidthat:6.Whatkindofcontentdoyouthinkiseasytounderstand?7.Whatformsofcontentwouldyouliketoseemoreof?Text/images/video/audio/downloadabledocuments/others8.Comparedtowhatyouareusedto,describethegeneralspeedofthesite.Fast/reasonable/slow/frustratinglyslow9.Isthereanythingyouhopetoseeonthewebsiteinfuture?,Practice,Part,2.Casestudy-Groupwork,Workingroupsoffour,andstudythecaseoftheCokeCompanyandtellifthemarketresearchissuccessfulandwhatshouldbeimproved.YoucansurftheInternetforrelevantinformation.,Practice,Part,2.Casestudy-Groupwork,NewCokeinResearchTrapCokeconductedin-depthresearchin10citiestofindoutthereasonforadeclineinthesalesofcoke,designingquestionssuchas“howdoyoulikecoke”,“Wouldyouliketotrynewcoke”and“Doyoulikesoftercoke”,etc.Researchresultsrevealedthatmostconsumerswouldliketotrynewcoke.SoCokedecidedtoterminatethetraditionalformulaanddevelopnewcoke.Beforeputtingnewcokeonthemarket,Cokespentmillionsofdollarsontastetestsin13citiesandinvitednearly200thousandpeopletotrynewcoke,60%ofwhichgavedefiniteresponses.Basedontheresearch,Cokereconstructedproductionlinesandheldpressconferencesforthelaunchofnewcoke.Totheirsurprise,thelaunchwasanightmare.Moreandmorefaithfulconsumersresistednewcokeandcomplainedaboutit.WhileCokediditsutmostto