新职业英语职业综合英语第二册Unit

,Unit7,职业综合英语2,ENGLISHFORCAREERS,Unit7Marketing,新职业英语,Contents,Warm-up,Task1,Task2,Warm-1,Task1Lookatthefollowingpicturesandidentifythedifferentsellingmethods.,person-to-personselling,directmailselling,onlineselling,telephoneselling,Notes,Warm-1-Notes,Personalselling:人员推销/个人推销isatwo-waycommunicationbetweenthesellerandthebuyerusuallyface-to-face,viatheInternet,thephoneandthecorrespondence.Unlikeadvertising,apersonalsalesmessagecanbemorespecificallytargetedonindividualprospectsandeasilyalteredifthedesiredbehaviordoesnotoccur.Personalselling,however,isfarmorecostlythanadvertisingandisgenerallyusedonlywhenitshighexpenditurecanbejustified.,Warm-2,Sample,Task2Workinpairs.Lookatthefollowingflowchart.Discusswithyourpartneranddescribetheprocessoforganicfoodsgoingthroughthemarketingchannel.,Notes,Warm-2-Notes,Whatisamarketingchannel?,Amarketingchannelisasetofpracticesoractivitiesnecessarytotransfertheownershipofgoods,andtomovegoods,fromthepointofproductiontothepointofconsumption,whichconsistsofalltheinstitutionsandallthemarketingactivitiesinthemarketingprocess.,Sample,Afterorganicfoodsareproduced,thefirststepisfromagriculturalproductiontowholesalingwheretheyaretransferredfromproducerstobrokers,terminalmarkets,grocerywholesalersandfoodservicewholesalers.Thesecondstageisfromwholesalingtoretailingwherethefoodsarestockedbytraditionalgrocerystores,naturalfoodstoresandfoodserviceoutlets.Thelaststepisfromretailingtoconsumptionwheretheseorganicfoodsarepurchasedbyconsumers.,ReadingA,ReadingA,Text,Task1,Task2,BusinessKnow-how,TextA-1,ReadingA,TheMulti-channelE-Commerce1InthemidstoftheUSeconomiccrisis,cautiousspendinganddownsizinghavelefttheretailindustryinserioustrouble.March2009sawa9percentdeclinecomparedwithMarch2008.However,onlinesalescontinuetoshowsteadygrowthinthefaceofadverseeconomicconditions.Theyareexpectedtogrow11percenttoUS$156.1billionin2009,followinga13percentincreasein2008.,TextA-2,2Givencautiousconsumerspendingandtightcredit,whyisonlineretailcontinuingtogrowfastwhileoverallretailnumbersdrop?Retailersneedtolooknofurtherthanthegreatbenefitsandsavingsofsellingviaamulti-channele-commerceplatform.,ReadingA,TextA-3,3TheInternethasadistinctadvantageoverin-storeretail:thepresenceofcountlesson-demandsaleschannels.Stillane-commerceplatformdoesntsimplyofferanewsaleschannel;retailersareactuallyincreasingin-storepurchasesusingonlineplatforms.In-storeretailerswithe-commerceplatformsmaymakeuseofmultiplechannelsandconsolidatethemthroughcross-channelretailing.Thiscross-channelstrategymightbegivingcustomerstheabilitytoorderonlineandpickupin-store,oritcouldbeassimpleashonoringgiftcardsthroughallsaleschannels.Byimplementingacross-channelstrategy,retailerscouldopenupsalesopportunitiesandimprovecustomersatisfactionthroughconvenientservicesandfulfillmentofcustomerrequests.,ReadingA,TextA-4,4Retailersarealsoabletoimproveon-demandpurchasingcapabilitiestoincreasesalesonline.Anautomatedonlineplatformallowsretailerstoreceiveordersatanytimeandcustomerstocheckthestatusoftheirorderattheirconvenience.Byprovidingsuchaneasilyaccessibleoptionforcustomers,onlineretailersarecateringtoalloftheircustomers,nomatterwhattheirshoppinghabitsmightreflect.,ReadingA,TextA-5,5Increasingattentionisbeingplacedongreenbusinesspracticesthesedays,andane-commerceplatformhelpsretailerspromoteenvironmentallyfriendlybusinesspractices.Fromabusinesspointofview,theycansavehugecostsbycuttingouttraditionalpapermarketinganddistributionmethods.Forexample,retailersusedtospendhundredsofthousandsofdollarsonpapercatalogs.Nowtheycancutcatalogexpensesthroughemailmarketingandeasilyupdatableonlinecatalogs.,ReadingA,TextA-6,6Withthedevelopmentofbusinessintelligence,moreandmorecompaniesarerecognizingthatanefficientsystemfordatacollectionandanalysisisnecessaryforgrowingtheirbusinesses.Ane-commerceplatformsimplifiesrawsalesdatacapture,aswellasdataforcustomerprofilingandorder-processinginformationanydatathatisnecessaryforprovidingagreaterunderstandingoftheretailersbusiness.ThedatacollectioncapabilitiesoftheInternetgivee-commerceplatformsastrategicadvantageoverin-storeretail,wheredataismuchmoredifficulttocaptureinasystematicandorganizedway.,ReadingA,TextA-7,7Ultimately,thestrengthofonlineandcross-channelretailingcomesdowntoeffectiveuseoftheInternetande-commerceplatforms.Ase-commerceandtechnologycontinuetoimprove,moreandmorebusinessesarerelyingone-commerceplatformstogainagreaterunderstandingoftheircustomers,cutcosts,andrunoperationsmoreefficiently.,ReadingA,A-Trans-1,ReadingA,多渠道电子商务1在美国经济危机时期，开支缩减和公司裁员使零售业陷入了严峻的困境。2009年3月的零售总额比2008年同期下降了九个百分点。而面临同样的经济僵局，网络销售却呈现出稳定增长的态势。继2008年增长13%后，网络销售在2009年预计又将增长11个百分点，销售额将达到1561亿美元。,A-Trans-2,ReadingA,2面对消费者开支谨慎和信贷紧缩，网上零售为什么会在零售总额下跌的情况下保持快速增长呢？零售商们只要看看通过多渠道电子商务平台销售所带来的巨大收益和销售成本的降低便可知道答案。,A-Trans-3,ReadingA,3与店面销售相比，网络销售拥有一个明显优势：它可以提供各种按需销售的渠道。不过电子商务平台不仅仅是提供一种新的销售渠道。事实上，零售商目前正利用网络平台增加店面购买量。他们可以利用多种渠道，并通过跨渠道销售将其统一为一个整体。这种跨渠道策略可以是顾客在网上订购，然后到店铺提货，或者就是简单地通过所有渠道兑现代金卡。利用这种策略，零售商可以提供便捷的服务和满足顾客需求来增加销售机会并提高顾客满意度。,A-Trans-4,ReadingA,4零售商还可以通过提升按需购买服务能力来促进网络销售。自动化网络平台使零售商在任何时候都可以接受订单，使消费者能够随时查看他们订单状态。无论消费者会有什么样的购物习惯，通过给他们提供如此便捷的选择，网络零售商可以满足所有顾客的消费需求。,A-Trans-5,ReadingA,5目前，人们越来越重视绿色商业，而电子商务平台正有助于零售商促进环境友好型经营活动。从商业角度来看，由于取消了传统纸质营销和分销方法，零售商得以大大节省销售成本。举例来说，零售商过去常常花费大量资金来印制纸质商品目录，而现在他们可以通过电子邮件和易于更新的在线商品目录来降低这方面的开支。,A-Trans-6,ReadingA,6随着商业情报的不断发展，越来越多的企业意识到有效的信息收集和分析系统对于企业的发展是必不可少的。电子商务平台不仅可以简化原始销售数据、客户资料数据和订单处理数据的收集，也可以简化任何有助于进一步了解零售商经营状况的数据的收集。互联网的数据收集能力使电子商务平台具备了超越店面销售的战略优势，因为在店面销售中系统而有序地采集数据要困难得多。,A-Trans-7,ReadingA,7最后，网络和跨渠道零售的力量归根结底在于对互联网和电子商务平台的有效利用。伴随着电子商务和科技的持续发展，将会有越来越多的企业依靠电子商务平台来进一步了解客户、降低成本、提高运营效率。,n.(formal)(usedafterapreposition)themiddlepartofsomething,ReadingA,midst,e.g.Inthemidstofthecitythereliesabigshoppingmall.Tran:他作战时表现得非常勇敢。Hefoughtbravelyinthemidstofthebattle.,n.atimeofdangerandgreatdifficulty,ReadingA,crisis,e.g.Thecompanyisstillincrisisbutithassurvivedtheworstoftherecession.Tran:在遇到困难的时候有好朋友可以求助真好。Intimesofcrisisitsgoodtohaveafriendtoturnto.,a.beingcarefulaboutwhatsomeonesaysordoes,especiallytoavoiddangerormistakes,ReadingA,cautious,e.g.Hewasverycautiousaboutcommittinghimselftoanything.Tran:他们对这一解决危机的方法表达了谨慎的乐观。Theyexpresscautiousoptimismaboutasolutiontothecrisis.,a.(onlybeforenoun)includingallthethingsorpeoplethatareinvolvedinaparticularsituation;total,ReadingA,overall,e.g.Theoverallresultisanincreaseinpopulation.Tran:绘完画后，她退后一步仔细欣赏整体效果。Whenshefinishedpainting,shesteppedbacktoadmiretheoveralleffect.,a.clearlyseen,heard,understood,etc.;noticeable,ReadingA,distinct,e.g.Therewasadistinctsmellofburning.e.g.Hisvoicewasquietbuteverywordwasdistinct.Tran:你的英语口语进步明显。ThereisadistinctimprovementinyourspokenEnglish.,tocombinethingsinordertomakethemmoreeffectiveoreasiertodealwith;tostrengthenthepositionofpowerorsuccessthatsomeonehas,ReadingA,consolidate,e.g.Thecompanyhasconsolidateditspositionasthecountrysleadinggassupplier.Tran:最近几家本地企业合并组成了一家大公司。Severallocalbusinesseshaverecentlyconsolidatedtoformasinglelargecompany.,v.todowhatsomeonehasagreedtodo,oftenbymakingapayment,ReadingA,honor,e.g.Thebankhasrefusedtohonorhischeck.Tran:请遵守合同，工作到该项目结束为止。Pleasehonoryourcontractbyworkinguntiltheprojectisfinished.,n.theabilityorqualitiesnecessarytodosomething,ReadingA,capability,e.g.Animalsinthezoohavelostthecapabilitytocatch/ofcatchingfoodforthemselves.Tran:她没有能力组织好整个部门。Organizingawholedepartmentisbeyondhercapability.,a.thatcanbeused,seen,obtained,etc.,ReadingA,accessible,e.g.Thereisacollectionofbooksrecentlymadeaccessibletothepublic.Tran:只有坐船才能到那座岛上。Theislandisonlyaccessiblebyboat.,v.toprovidewhatisdesiredorneeded,ReadingA,cater,e.g.Theyonlypublishnovelswhichcatertothemassmarket.Tran:她拒绝了他的无理要求。Sherefusedtocatertohisridiculousdemands.,n.secretinformationthatiscollected,ReadingA,intelligence,e.g.Accordingtoourintelligence,furtherattackswereplanned.Tran:将军有敌军的秘密情报。Thegeneralhadsecretintelligenceoftheenemy.,v.tomakesomethingeasiertodoorunderstand,ReadingA,simplify,e.g.Trytosimplifyourexplanationforthechildren.Tran:该申请表格已经简化了。Theapplicationformshavebeensimplified.,n.theactofcollectingusefulinformationaboutsomethingorsomeonesothatyoucangiveadescriptionofthem.,ReadingA,profiling,e.g.Criminalprofilingconsistsofanalyzingacrimesceneandusingtheinformationtodeterminetheidentityoftheperpetrator(犯罪者).Tran:什么才是人格潜质分析？(personalityprofiling-competencyprofiling)Whatexactlyispersonalityprofiling-competencyprofiling?,tobeabletobeexplainedbyasingleimportantpoint,ReadingA,comedownto,e.g.Whatitcomesdowntoisachoicebetweencuttingwagesorreducingthenumberofstaff.Tran:总之，要么给我加钱，要么我走人。WhatitcomesdowntoiseitherIgetmoremoneyorIleave.,A-Task-1,ReadingA,Task1Putthefollowingstatementsintotherightorderaccordingtothepassage.,A.Across-channelstrategyhelpsretailersopenupsalesopportunitiesandimprovecustomersatisfaction.B.E-commerceplatformswillplayamoreimportantroleinthebusinessworld.C.E-commerceplatformsholdastrategicadvantageinbusinessdatacollection.D.E-commerceplatformshelpretailerspromotegreenbusinesspracticesandcutcosts.E.Onlineretailerscouldcatertoallcustomersthroughautomatedonlineplatforms.F.Onlinesalescontinuetogrowduringtheeconomiccrisis.G.Multi-channele-commerceplatformsaccountfortheonlinesalesgrowth.,FGAEDC-B,A-Task-2-1,ReadingA,Task2Answerthefollowingquestionsaccordingtothepassage.,1.Whyisonlineretailcontinuingtogrowfastwhileoverallretailnumbersdrop?2.Ane-commerceplatformissimplyanewsaleschannel,isntit?3.Whatcananautomatedonlineplatformdoforretailersandcustomers?,Becauseofthegreatbenefitsandsavingsofsellingviaamulti-channele-commerceplatform.,No.Byadoptingacross-channelstrategy,retailerscanuseanonlineplatformtoincreasein-storepurchases.,Itallowsretailerstoreceiveordersatanytimeandcustomerstocheckthestatusoftheirorderattheirconvenience.,A-Task2-2,ReadingA,4.Howcanane-commerceplatformhelpretailerstosavecosts?5.Intermsofbusinessintelligence,whatgivese-commerceplatformsastrategicadvantageoverin-storeretail?,Thedata-collectioncapabilitiesoftheInternet.,Bycuttingouttraditionalpapermarketinganddistributionmethods.,BusinessKnow-how,CreatinganEffectiveTradeShowDisplay,Rememberthatlessismore.Keeptheimagesandmessagessimple,andlayoutsclean;Selectyourtradeshowgraphicscarefully.Ifpossible,selectsimplesingleimages;Createasimpleandeasy-to-rememberheadline.Chooseasimpleandeasy-to-readtypeface;Becarefulwhenwritingyourdescription.Makeeachwordcount.Usebulletpointsanddontgettootechnical;Makethecompanynameprominent,intheheaderwherevisitorswillexpecttofindit;Featureyourwebsiteaddress.,ReadingB,ReadingB,Text,Task1,Task2,Task3,TextB-1,ASalesLetterJacksonWhite,SalesManagerBrotherTiresCo.,Ltd.ElmOakStreetBakersfield,CaliforniaOct.9,2010BenjaminWood,ManagerCarProducts&AccessoriesEasternSupermarketGroup14MainStreet,Bakersfield,CaliforniaDearMr.Wood,ReportsfromallovertheworldconfirmwhatwehavealwaysknownthattheROYsolidtireisnotonlythesolutiontoawholelotofthetireproblemsbutalsothefulfillmentofeverycarownersdream.,ReadingB,TextB-2,ReadingB,Wewillnaturallybewellawareoftheweaknessesoftheordinaryair-filledtirepunctures,outercoverswhichsplitundersuddenstress,andatendencytoskidonwetroadsurfaces,justtomentiononlyafewofmotoristsmaincomplaints.OurROYtireenablesyoutoofferyourcustomersatirewhichisbeyondcriticisminthosevitalqualitiesofroad-holdingandreliability.,TextB-3,ReadingB,WecouldtellyoualotmoreaboutROYtires,butwouldpreferyoutoreadtheenclosedcopiesofreportsfromracingcardrivers,testdrivers,motordealersandmanufacturers.Thesereportsreallyspeakforthemselves.Youmayalsovisitourofficialwebsiteformorereviewsandrecommendationsfromourordinaryusers.,TextB-4,ReadingB,Youarealreadyawareofourtermsofdealing,buttoencourageyoutoholdastockofthenewsolidROY,wearepleasedtoofferyouaspecialdiscountof3%onanyorderreceivedbyDecember31.Yourssincerely,SalesDepartment,B-Trans-1,ReadingB,推销函杰克逊怀特销售经理兄弟轮胎有限公司榆橡大街加利福尼亚州贝克斯菲尔德市2010年10月9日本杰明伍德经理汽车用品与配件部东部超市集团主大街14号加利福尼亚州贝克斯菲尔德市亲爱的伍德先生：我们都知道罗伊牌实心轮胎可以解决许多轮胎方面的问题，是每个车主的梦想之胎。这一点也为世界各地的报道所证实。,B-Trans-2,ReadingB,我们都清楚普通充气轮胎的缺陷如驾驶员常抱怨的几点：易被刺穿、压力突然增大时易破裂以及潮湿路面易打滑。而我们的罗伊牌轮胎使您能够为顾客提供一种在抓地性和可靠性方面无可挑剔的轮胎。,B-Trans-3,ReadingB,有关罗伊牌轮胎我们还可以告诉您很多，不过希望您能阅读一下附寄的来自赛车手、试车员、汽车经销商和制造商的报告，就再清楚不过了。您也可以访问我们的官方网站了解普通用户的评论和推荐。,B-Trans-4,ReadingB,虽然您已清楚我们的经销条款，但为了鼓励经销罗伊牌新型实心轮胎的销售，如您在12月31日前订购，我们将提供3%的特别折扣。您真诚的，杰克逊怀特销售部,B-Task1,Task1Asuccessfulsalesletterusuallyfollowsfoursteps.Readtheletteragainandmatchthestepswiththefourparagraphsinthebodyoftheletter.,ReadingB,A.MotivatingthereadersactionB.ArousingthereadersinterestC.GettingthereadersattentionD.Providingthereadersbenefits,C,B,D,A,B-Task2,Task2Trytorewritethefollowingsentencesinamoreappealingandpersuasiveway.,ReadingB,Youwillbeinterestedinournewtoothbrush.Wouldyouliketoknowwhichtoothbrushmostdentistsuse?2.Ournewdigitalcamera,SHINNINGX5,isuseful.HeresadigitalcameraSHINNINGwhichwillrevolutionizethewayyoutakephotos.3.TheMacroPrinter3000isbetterthanotherprintersinthesamepricerange.Macroprinter3000:Wellabovethecompetition!4.TheSupersportsT-shirtsarecomfortable.TheSupersportsT-shirtssocomfortableyouwontknowyourewearingthem.5.TheCDBurnerXPisreliable.ScientifictestshowsthatCDBurnerXPisuptotwiceasreliableasotherleadingbrands.,a.Whywait?Comeandbuythemachine,rightnow.Eachdaysdelaycostsyoumoney.b.Inaddition,withinoneyearofyourpurchaseoftheairconditioner,wewilltakecareoffixing,repairing,orevenreplacingitifthereisanythingwrong.c.Andifyouwouldliketospreadthecost,youhavethreeyearstopayup.d.Thepriceoftheairconditionerisverycompetitive,fivepercentlowerthanthatofsimilarproductsinthemarket.e.Testsinover100businessofficeshaveprovedthatLuckairconditionerscandothis.f.Astheincreasedstaffefficiencymeansgreaterprofitsforyourbusinessorganization,theLuckairconditionerwillconsequentlypayforitselfwithinalimitedperiodoftime.g.Howwouldyouliketoincreasetheefficiencyofyourofficestaffbytenpercentthissummer?,B-Task3,Task3Rearrangethefollowingsentencesinanappropriateordertoformthebodyofafour-paragraphsalesletter.,ReadingB,Sample,B-3-Sample,ReadingB,Howwouldyouliketoincreasetheefficiencyofyourofficestaffbytenpercentthissummer?Testsinover100businessofficeshaveprovedthatLuckairconditionerscandothis.Astheincreasedstaffefficiencymeansgreaterprofitsforyourbusinessorganization,theLuckairconditionerwillconsequentlypayforitselfwithinalimitedperiodoftime.Thepriceoftheairconditionerisverycompetitive,fivepercentlowerthanthatofsimilarproductsinthemarket.Andifyouwouldliketospreadthecost,youhavethreeyearstopayup.Inaddition,withinoneyearofyourpurchaseoftheairconditioning,wewilltakecareoffixing,repairing,orevenreplacingitifthereisanythingwrong.Whywait?Comeandbuythemachine,rightnow.Eachdaysdelaycostsyoumoney.,Listening,Listening&Speaking,Task1,Task2,Task3,Task4,Task5,L-Task1-1,Task1PamelaFischer,anAmericanimporter,talkswithaChinesesalesmanatatradeshow.Listentotheconversationandfillintheblankswithwhatyouhear.,Listening&Speaking,M:Goodmorning.MayIhelpyou?W:Iwonderifyoucangivememoreinformationaboutthisproductyoureshowing.M:Idbegladtohelp.Wouldyoulikeapacketof_?W:Thankyou.M:Well,itscalledthePocketReader.Wouldyoulike_?W:Allright.,ourpromotionalmaterials,aquickdemonstrationtoseehowitworks,声音,L-Task1-2,M:Now,firstIpressthislittlebuttontoswitchitonandthenImoveitacrosstheparagraphlikethisandyoucanreadthesentencesIvescannedhereinthelittlewindow.W:Itsimpressive._M:Whattheyllmostappreciateisthatitcanbeusedanywhereanditiseasytouse.W:HowlongwillittakeyoutomakeshipmentifIplaceanorder?M:_andwecouldshipyourorderwithinoneweek.W:Great.AreallthecomponentsmadehereinChina?M:Yes,_,butonlyinChina.Thesecomputersaremadehere.MayIaskwhatcompanyyouworkfor?W:IrepresentFocusElectronics.Wereahigh-volume,discountmailorderhouse(邮购商号),Listening&Speaking,Wehavelargestocksinourwarehouse,Thisisthekindofthingmycustomersmightgofor.,wedosomesubcontracting,声音,L-Task2,Task2AlanLawson,whosecompanyintendstotakepartinatradeshow,ismakinganinquirywiththetradeshoworganizeraboutstandbooking.Listentotheconversationandcompletethefollowingnote.,Listening&Speaking,AboutStandBooking1.()entailsadiscount.2.Decidethe()ofstand(s)andcheckthebudget.3.Booth():highexposureandcheckthenearbystands.4.Signandreturnthecontractwithdepositfor()ofstandchoice.,Earlybooking,size/space,Script,location,confirmation,声音,L-2-Script,Task2Script,Listening&Speaking,声音,1.A.Becauseitcreatesawareness.B.Becauseitdecreasestraffic.C.Becauseitsavesmoney.D.Becauseitreducesworkload.2.A.Useanindividualsnameontheenvelope.B.Useanindividualsnameontheenclosedletter.C.Addabriefhandwrittennoteatthebottomoftheletter.D.Followthemailwithaphonecall.3.A.Companynameandphonenumber.B.Companynameandbriefintroduction.C.Companynameandboothnumber.D.Boothsizeandboothnumber.,L-Task3,Task3MikeByronisdiscussingpre-showpromotionwithMs.Winn.Listentotheconversationandchoosethebestanswertoeachquestionyouhear.,Listening&Speaking,Script,声音,L-3-Script,Task3Script,Listening&Speaking,声音,CompanyProfileName:_UmbrellaCo.Ltd.History:foundedin_Scale:_salesbranches,tenoffices,_solelyownedplantsPriority:product_ProductionCapacity:_umbrellasayearReputation:products_inthemarket,leadingmarketpositionMainmarkets:US,Canada,_andJapan,L-Task4,Task4DeniseMorganisvisitingaboothatatradeshowandaskingabouttheexhibitorsinformation.Completethefollowingcompanyprofilewithwhatyouhear.,Listening&Speaking,Rainbow,1990,four,six,quality,tenmillion,well-received,Europe,Script,声音,L-4-Script,Task4Script,Listening&Speaking,声音,L-Task5-1,Task5Listentothepassagetwiceandfillintheblankswithwhatyouhear.,Listening&Speaking,AccordingtotheCenterforExhibitIndustryResearch,themajorityoftradefairattendeesaredecisionmakersorinfluencerswhoplantomakeapurchase.Followingaretheguidelinestohelpmakesureoneisreadyto_.Avoidsoftsellsandbeengaging:Tradefairsrequireahard-sellapproach.Whenattendeesshowinterestinyourbooth,approachthemimmediately.Presentyourprofessionalismandwillingnesstohelpandav