UnitSellingonline_体验商务英语综合教程

1、Unit 2 Selling onlineQuotationThis quotation means a bad business idea will not work any better just because it is being used as the basis for selling via the Internet. The technology will not, in itself, make up for any deficiencies. OverviewVocabulary(Online Shopping)Starting up(online shopping)Sk

2、ills (reaching agreements)Listening(online selling vs. high street selling)Language Review(must, need to,Have to, should)Reading(Virtual PocketMoney)Case Study(negotiate & e-mail)Starting upADo you enjoy shopping? Do you shop online?BWhich of the following goods do you think are suitable to be b

3、ought online?The Internet is an exciting tool that puts vast information at your fingertips. With a click of a mouse, it lets you buy an airline ticket, book a hotel, send flowers to a friend, or purchase your favorite stock.Good deals, convenience and choices abound on the Internet. But before you

4、use all the Internet has to offer, be cyber smart and make your online experience safe.OnlineshoppingtipsKnow who youre dealing with. Anyone can set up shop online under almost any name. Confirm the online sellers physical address and phone number in case you have questions or problems. If you get a

5、n email or pop-up message while youre browsing that asks for financial information, dont reply or click on the link in the message. Legitimate companies dont ask for this information via email. Know exactly what youre buying. Read the sellers description of the product closely, especially the fine p

6、rint. Words like “refurbished,” “vintage,” or “close-out” may indicate that the product is in less-than-mint condition, while name-brand items with “too good to be true” prices could be counterfeits. Know what it will cost. Check out websites that offer price comparisons and then, compare “apples to

7、 apples.” Factor shipping and handling along with your needs and budget into the total cost of the order. Do not send cash under any circumstances. Check out the terms of the deal, like refund policies and delivery dates. Can you return the item for a full refund if youre not satisfied? If you retur

8、n it, find out who pays the shipping costs or restocking fees, and when you will receive your order. Sellers are required to ship items as promised or within 30 days after the order date if no specific date is promised. Keep a paper trail. Print and save records of your online transactions, includin

9、g the product description and price, the online receipt, and copies of every email you send or receive from the seller. Read your credit card statements as you receive them and be on the lookout for unauthorized charges. OnlineshoppingtipsOnline shopping websitesCWhy do some people prefer not to buy

10、 goods and services online?You may find that goods are not suitable when they arrive or get things you did not order.You may have security problems with using credit cards and find yourself paying for things you did not buy.You may enjoy shopping in real shops. You may like the feeling of walking in

11、 the supermarket with a shopping cart.Starting upVocabularyShopping OnlineAChoose the correct word to complete each sentence.1.We offer a _ to customers who buy in bulk.2.We ask customers who are not fully satisfied to _ goods within seven days.3. In order to get a full _, customers must send back g

12、oods in the original packaging.4. Goods will be _ within 24 hours of your order.5. Goods are kept in our _ until ready for delivery.6. Products and services offered at a large discount are generally a(n) _.discountreturnrefunddespatchedwarehousebargainBcredit cardcooling offmoney backmethod ofintere

13、st-freeout ofafter salesguaranteestockperiodcreditdetailsservicepayment1 the time when you can change your mind and cancel an order2 the name, number and expiry date on your credit card3 the way you choose to buy the goods you want4 when you can pay some time after you buy, but at no extra cost5 whe

14、n the goods you require are not available6 a promise to give your money back if you are not happy7 the help you get from a company when you start to use their productVocabularyShopping OnlineMake phrases that match definitions 1 7.ListeningSelling onlineWhat does a successful online business need to

15、 do in order to achieve lots of sales and do a fantastic job for customers so that they tell each other and keep coming back?Website:Prices:Delivery service:Customer service:should be easy and quick to use and provide lots of information about productsshould be low and good because customers want va

16、lue for moneyshould be fast and reliablewhen things go wrong, its important to have an excellent customer service team to deal with enquiries on the phone or by e-mailListeningSelling onlineAListen to the first part of the interview and complete the extracts below.Before orderingFirst, you must have

17、 a _ and the website needs to be _ and _ to use. It needs to provide_ about the items that youre buying. And the prices on there need to be, you know _, good prices.After orderingAnd then, once somebodys ordered something from your website, you need to provide a fast _ which is reliable. And then, i

18、f anything should go wrong, its important that you have an excellent _ team dealing with enquiries on the phone or by e-mail.good websitequickeasylots of informationlow pricesdelivery servicecustomer serviceBListen to the second part of the interview and answer the questions.ListeningSelling online1

19、. What was good about e-toys?They had a great service for selling toys online in A & E.2. What problems did e-toys have?They ran out of money and had to go into liquidation.CListen to the last part of the interview and decide which of the statements are true.1. Selling online is similar to selli

20、ng by mail order in many ways.2. Warehouses are not essential when selling online.3. Location is more important for online selling than for high street retailing.4. High street retailers need to present goods attractively to get people to buy.truetruefalsefalseDifferences Shop assistant Telesales op

21、eratorDelivery serviceshop dcor & layoutWebsite designSimilaritiesQuality & reliabilityPrices Customer satisfactionDifferences & Similarities between online and shop sellingReadingVirtual Pocket MoneyWhat does the topic “the arrival of virtual pocket money” tell you about the passage?The

22、 passage should be about how teenagers can spend their pocket money on the Internet.Who are the target customers of those Internet retailers? Why? Teenagers. They like using the Internet. They spend more money online than adults. The things they want to buy are easily sold on the Web.What problems d

23、o teenagers have buying things online?Buying things on the Internet requires credit cards, but teenagers are too young to own credit cards and they need a facility that allows them to spend money online.Are the businessmen in UK & US trying to take pocket money into cyberspace? If successful, wh

24、at effect can they have on online sales?Businessmen in both UK & US are trying new ways to take pocket money into cyberspace. If successful, they can greatly increase online sales.Read paragraphs 1 - 3 & answer the questionsDo teenagers in the UK & US spend a lot of money online?$153bn i

25、n US, 20bn in UK. 12.5% of teenagers with internet access have bought online. 16% of US teenagers using the Internet buy things online.Who are paying for those online purchases? Are teenagers satisfied with the arrangement?Parents are paying for the purchases with credit cards, but teenagers are not

26、 satisfied with this because they can not spend the money freely.What facilities mentioned in the passage can currently help teenagers convert their pocket money into cyber cash?They can do it through pre-paid cards such as InternetCash in the US and Smart Cards in the UK.ReadingVirtual Pocket Money

27、Read the rest of the passage and answer the questionsADiscuss these questions.1. What do you think teenagers like to buy online?Possible items may include books, software, games, clothing, sports goods, CDs, concert tickets 2. What problems do you think teenagers have buying online?The main problem

28、is how teenagers can pay independentlyof their parents, as most websites require the use of credit cards.CWhich of the following statements are true?1. Adults spend a greater proportion of their money online than teenagers.2. Most teenagers pay for goods online with their own credit cards.3. More th

29、an 66% of teenagers in the US and UK have Internet access.4. Most teenagers in the US and UK have bought something online.5. Children find it easier to persuade parents to buy in a shop than online.falsefalsefalsetruetrueExerciseRead the passage again and do the following exercisesDWhat do these wor

30、ds in the article refer to?1. teenagers2. A new payment method for teenagers to buy online3. A facility that allows teenagers to buy online4. The purchases made online by teenagers5. parents6. teenagersEDo the following words have a positive or negative meaning?1Tricky 4 unsatisfactory 2Frustrated 5

31、 productive3Successful -+positive + negative -Exercise1. must (obligatory); need to (necessary); have/has to (compulsory)We must work hard and make good use of our time in the university.We must finish the work by Friday. This is the deadline.We need to consult the line manager if we want to go on h

32、oliday.You need to offer good prices if you want to sell your products online.Its too late. Im afraid I have to leave now.You have to get up early if you work as a London Tube driver.2. should (give advice; say what is right)When you receive e-mails from friends, you should reply.We should help each

33、 other and care for other people.We shouldnt be rude and impolite to others.3. dont have to; dont need to (lack of obligation/necessity)You dont need to come to the office today. Its Sunday the weekend!You dont need to pay cash all the time. You can use your credit card.You dont have to do it only f

34、or me.LanguagereviewModal 2: must, need to, have to shouldARead these rules of an online book club. Then answer the questions.- You must be 18 or over.- You shouldnt give your password to anyone.- You dont have to buy every month.- You dont have to buy our recommendations.- You need to buy ten books

35、 per year.- You dont have to pay after each purchase.- You must pay within three months.1.Can you join if you are 17?2.Can you give your password to a friend if you want to?3.Is it necessary to buy a book every month?4.Is it necessary to buy the recommendations?5.Can you buy only five books per year

36、?6.Is it necessary to pay after each purchase?7.Is it necessary to pay within three months?No, you cant.NoNo, you dont have toNoNo, you have to buy 10.No, you dont have toYes, you must.LanguagereviewModal 2: must, need to, have to shouldBComplete sentences 1 to 8 with suitable endings a) to h).1. It

37、s getting late2. I can work from home3. Ive been transferred to Madrid4. This deal is too important to lose5. We lost our database once before6. Im afraid this report is urgent7. I think were all in agreement8. Weve still got plenty of stock in the warehousea) so we dont need to order any more yet.b

38、) so we must not make a mistake.c) so you must not forget to back up the files.d) so youll have to stay and finish it.e) so I have to learn some Spanish.f) so we have to go.g) so I dont have to go into the office much.h) so we dont need to discuss it any further.LanguagereviewModal 2: must, need to,

39、 have to shouldSkillsNegotiating: reaching agreementYou do not get what you deserve. You get what you negotiate.AAgree on 5 most important negotiating tips.Negotiating tips- be friendly- have clear aims- tell the other side what you want- listen carefully- pay attention to the other sides body langu

40、age- dont change your plan during the meeting- never be the first to make an offer- be strong and try to win- prepare carefully before you negotiate- ask a lot of questions- have a lot of options- summarize often the points you agree on- change your strategy during the negotiation, if necessary- nev

41、er show any emotionNegotiating pointWhat Michelle wantsWhat the designer wantsWhat they agreeSchedule for setting up the websiteTwo monthsPayment termsFixed amount: $6,000Website designTwo covers per pageOne month, by the end of JulyOne month, fewer pages$50 an hour$6,000 (half in advance)A large nu

42、mberof book covers on every pageOne big imageBListen and complete the chart.M: Lets talk about the time for setting up the website. We want it in a months time. Thats the end of July.D: Its a bit early. I was hoping to have two months to do the job. If I finish in one month, _ to reduce the number o

43、f pages?M: Yes, thats no problem. Just do the best you can. Our _ is to have the website up and running as soon as possible.D: OK then, _.CListen and complete the missing wordsPart 1will you agreepriorityagreedPart 2M: Now about payment. You want to charge us $50 an hour. That works out at $400 a da

44、y, I believe.D: Yes, thats the _ for the job.M: Well, _ to pay you a fixed amount for the work. We can _ you $6,000.D: I see. Do you _ ask you why you want to pay that way?M: Well, you see, that way we can control the cost of the project. If we pay you per hour, the cost could become high. It could

45、get out of control. This way, we know where we stand.D: I see. $6,000. Mmm, that could be all right, I suppose _ I get some money in advance. _ paying me half when I start the work and half at the end?M: Yes, I think we could arrange that. OK. I _ that.normal feewed preferoffermind if I as long asHo

46、w aboutagree toSkillsNegotiating: reaching agreementERole play the following situationWebsite maintenance contractA representative of a website maintenance company meets a company manager to negotiate a maintenance contract. You need to reach agreements on:- Length of the contract- Frequency of the

47、website tests- Response time for emergenciesWebsite representative: turn to page 136Company manager: turn to page 138Lifetime HolidaysDirectSunType of companyProduct rangeSales outletsTarget customersAims Current businessBackground A package holiday firmA low-budget holiday websiteLarge catalogue of

48、 package holidaysCheap flights with accommodation, insurance and car hireHigh street shopsWebsitePeople over 50Good customer baseAttract wider age groups & join with an online companyOffer a bigger catalogue of holidays & join with a bigger companyDemand is fallingGood customer baseCASE STUD

49、YCASE STUDYNegotiate and try to reach agreements on the following points for a joint venture:- Length of contract- Range of holiday destinations- Car hire & insurance- Advertising budget- Joint venture structureNegotiation on a joint venture Director of Lifetime Holidays(turn to page 138)Directo

50、r of DirectSun(turn to page 141)Speaking taskWriting taskAs director of either Lifetime Holidays or DirectSun, complete the e-mail to the person you negotiated with. Summarize what you agreed.To Cc Subject: Contract agreementDear Mr. With reference to our meeting of (date), here is a summary of the

51、points we agreedon OverviewVocabulary(Online Shopping)Starting up(online shopping)Skills (reaching agreements)Listening(online selling vs. high street selling)Language Review(must, need to,Have to, should)Reading(Virtual PocketMoney)Case Study(negotiate & e-mail)ListeningSelling onlineWhat does

52、a successful online business need to do in order to achieve lots of sales and do a fantastic job for customers so that they tell each other and keep coming back?Website:Prices:Delivery service:Customer service:should be easy and quick to use and provide lots of information about productsshould be lo

53、w and good because customers want value for moneyshould be fast and reliablewhen things go wrong, its important to have an excellent customer service team to deal with enquiries on the phone or by e-mailListeningSelling onlineAListen to the first part of the interview and complete the extracts below.Before orderingFirst, you must have a _ and the website needs to be _ and _ to use. It needs to provide_ about the items that youre buying. And the prices on there need to be, you know _, good prices.After orderingAnd then, once somebodys ordered somethi