文秘英语Unit 4(kitty)课件

Unit4

EstablishSoundProfiles

fortheCompany

Aftercompletingthislesson,studentsshouldbeabletoknow:IdentifythestructureofaproductPromotion;DevelopcommunicationskillsaboutproductPromotion;(BECOralTest)3.Gettoknowhowtousetheinformationcollectedtoworkoutvarioustypesofbusinessreportsandestablishsoundprofilesforthecompany

4.learnwritingMemoLearningObjectivesTeachingProceduresBusinessProfileViewingandSpeakingCaseAnalysisReadingandTranslationWritingSection1

BusinessProfileProductionPromotion

(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

Thesize,geographicdistribution,and

demographiccharacteristicsofafirm’stargetmarketgreatlyinfluencethechoiceofpromotionelements.Personalsellingwilllikelybeanimportantelementforthetargetmarketthathasalimitednumberofpotentialcustomers,whileadvertisingandsalespromotionususallydominatethepromotionmixdesignedtoreachmillionsofpeopleatalowcostperperson.Similarly,personalsellingisgenerallymorepracticalwhenafirm’scustomersareconcentratedinasmallarea;advertisingandsalespromotion,whicharemoreflexible,canbeeasilygrearedtomarketsinanygeographicregionwhethersmallandpreciselydefinedorlarge.Atargetmarket’sdemographics-age,income,education,socialclass,occupationalsoinfluencethepromotionmix.Afirmmarketingtoteenagerswouldemphasizeadvertising,especiallyontelevision,butrelylessonpersonalselling,salespromotion,orpublicity.Afirmtargetingeducated,financiallywelloffconsumersaged35andolderwouldusepersonalselling,advertising,andperhaps,publicitybutnotconsumersalespromotionactivitites,sincecoupons,rebate,andsweepstakesaremoreimportanttolower-andmiddleincomefamilies.SuggestedAnswersWhatdoyouthinkisthebasicobjectiveunderlyingallpromotion?Ithinkit’stoprovideinformation.Firmswanttotellcustomersaboutthemslevesaswellaswhatproductsareavailabel,wheretheycanbepurchased,andforwhatprices.(2)Whatdoyouthinkarethemostcommonlyusedadvertisingmedia?

Theyarenewspapers,television,directmail,radio,magazines,andoutdoordisplays.(3)Doyouthinkadvertisingcost-effective?(Why?/Whynot?)

Idon’tthinkso,becauseadvertisingespeciallyusingnationalmediawithimmenseaudiencesisveryexpensive.

Yes,althoughadvertisingcanbequiteexpensive,manyfirmsstillfinditcosteffective

becauseitcanreachvastnumbersofpeopleatalowcostperperson.Section2

ViewingandspeakingVideoDemonstrationWhichoneisbetter?

goodqualitiesofasalesrepresentativeeasygoingeloquentsociableadaptableTechnicallyproficientChecklistDoessheaskabout:()size()color()brand()capacity()sellingpoint()price()discount()after-salesservice()money-backguarantee()insurance()delivery()warranty

CanoniR2270CanoniR2010

Price$2,330________

Warranty______________________

Capacity_______________Priceforafter-salesservice_________________________Money-backguaranteesevendaysDeliverytime___________________

2,200Threeyears2220Freeforthreeyears,$150/yrafterthreeyearsWithin

threeweeksWithin24hoursGeneralprocessofproductpresentation

apresentationonavideophone

Statementofobjectives(Today,I’dliketotalkabout…)

Outlineofstructure(I’lldividemytalkinto…)

Startingthe1stpoint

(Letmestartwiththefirstpoint…)

Startinganotherpoint

(Iwillmoveontothenextpoint…)

Summarizing(Tosumup,theproducthas/is…)

Concluding(Thankyouforyourtimeandattention)

ViaTVDesktopVideophoneAppearance:User-friendliness:Specialfeatures:Methodsofpromotion:SmallandelegantEasytosetup:allyouneedisatouch-tonephone;aseasytouseasmakinganormaltelephonecallFull-colormotionvideo;adjustablepicturesetting;goodaudioquality;Previewmode;privacymodeonaspecialofferScript:

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!ReportwritingReportsareaveryimportantmethodofgainingandgivinginformation.Althoughtheymaybepresentedorally,atameetingforexample,reportsareusuallypresentedinwriting.Theultimatepurposeofanyreportistoprovidethefoundationfordecisionstobemadeandactiontaken.Report-writingroutineturningobjectivesintoquestionsObjectives:

designinga（mixed）questionnaireTofindoutthedemographic(不同人口特征的)featuresofstudents’smokersandnon-smokersoncampus；Forstudentsmoker:Toidentifyhis/hersmokingyears;Tofindoutthereason(s)ofsmoking;Toperceivethecigarettesconsumption/dayForstudentnon-smokerTofindouthis/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?HowP224ReportWritingYouarethegeneralmanager’ssecretary,workingintheworld-famousMcDonald’scompany.Nowyouarereadingyourcompany’sprofileagainandagaincosyourbosswantsyoutoworkoutacompany’sreportinEnglishforhimonmanagingpeopleandorganizationtopresentbeforethecustomersfromabroad.Thinkhowyoucanaccomplishsuchatask?Checklist:reportwritingWhatinformationisessential,andwhatcanbeomitted?CanIcoverallthemainpoints?...HaveIcovered…?Isitclearlylaidoutandeasytofollow?(layout?)CanIgeteverythingontohalfapageor…?DoIneedtouseshort,simplesentences?How?…Willeverythingbecleartothereader(s)?…Checklist:Title:ManagingPeopleandOrganization管理人员及机构StructureTheopeningThemainbodyTheendingthemainbodyStructureGroupworkWorkingroupstofindoutthemainideas,mainpointsineachpartandsummarizethoseideasorpointsinphrasesorshortsentencesinEnglish.

ManagingPeopleandOrganization1.IntroductionHeritageofMcDonald’sGivingbacktothe____________________________________Leadingand_________________________________________2)AseriesofcommitmenttoemployeesCommitmentto_________________________________________Commitmentto_________________________________________Commitmentto_________________________________________Commitmentto_________________________________________3)Fivepeopleprinciplescommunitiesdoingtherightthingeducationqualityandsafetysocialresponsibilitiescreatingapleasantenvironment2.CommitmenttoEducationEducationofyouthWorkinpartnershipwith_______________________Topprioritiesof______________________________2)EducationofmanagersandemployeersJobexperiencecomplementandsupports__________________________Educationalways______________________Reward_______________________________Providetuitionforemployees_____________________parentsandeducatorseducationandschoolworkemployee’seducationalgoalscomesfirstgoodgrasesandschoolattendencetocontinuetheireducation3.CommitmenttoqualityandsafetyAleader______________________________high-qualityandsafetystandards.Proper_____________________________,handingand_______________________________Foodsafety_________________________4.FivepeoplepriciplesRespectand_____________Valuesand_______________CompetitivePayand__________________Learning,Developmentand__________________Resourcesto_______________________issettingandstrictlyenforcingfoodstoragecookingpracticeschecklistRecognitionleadershipbehaviorBenefitsPersonalGrowth

GettheJobDone5.ConclusionBecauseofgoodcompanypolicies,McDonald’shasbecomeoneofthemostpopularfastfoodrestaurantsintheWorld.ItsbusinessisgrowingbasedonthecontributionofItsemployeesaroundtheworld.CheckYourUnderstanding1.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.WritingMemosinEnglishWhatconstitutesamemoThedifferencebetweenamemoanabusinessletterThefomatsofmemosGuidelinesforwritinggoodmemosDiscussion1.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-writtenmemosBeclearBeconciseStateyourmainideafirstRemembermemoIdentifyyourattachmentsBecoherentUseabusiness-liketoneProofreadyourworkIdentifyyouraudienceEngineering-Pros,Inc.

MEMORANDUMDate:June25,