跨境电商英语Unit3教学PPT for Learning：Amazon Platform

跨境电商英语Unit3AmazonPlatformKnow

the

importance

of

good

customer

reviews.1Acquire

the

skills

of

communicating

with

customers

about

their

product

reviews.2Learn

how

to

deal

with

negative

reviews.3LearningObjectivesAfterstudyingthischapter,youareexpectedto：Learnrelativewordsandexpressions.4Part1Lead-inPart2ReadingPart3OralPracticePart4ComprehensiveTasksPart5SupplementaryMaterialsPARTONELead-in返回PART1Lead-in1.TrytotranslatetheseChinesephrasesintoEnglish.（1）反馈______________（6）绩效______________（2）评论______________（7）删除评论______________（3）客户服务______________（8）编辑评论______________

（4）好评______________（9）购物体验______________（5）差评______________（10）政策_____________reviewfeedbackcustomerserviceperformancepositivereviewnegativereviewdelete/removereviewspolicyeditreviewsshoppingexperiencePART1Lead-in2.Answerthefollowingquestions.Answer:Customerreviewsareanintegralpartofthecustomershoppingexperienceoncross-bordere-commerceplatforms.Customersusethesereviewstolearnmoreabouttheproduct,assesswhetheritfitstheirneeds,andmakeaninformedpurchasedecision.Customerreviewsalsohelpsellersunderstandthecustomers’sentimentabouttheirproducts,whatfeaturesoraspectsoftheproductcustomerslike,andwhatareasneedimprovements.Reviewsalsoprovidesellerswithideasonhowtoimprovetheirproducts.（1）Whatisthesignificanceofproductreviewsforcross-bordere-stores?PART1Lead-in2.Answerthefollowingquestions.返回（2）Whataspectsmaybeinvolvedintheproductreviewsofcross-bordere-commercebuyers?Answer:Rulesondifferentcross-bordere-commerceplatformsvary.Forexample,aftercompletionofthetransactions,buyersofAliExpresscananonymouslyevaluatesellers’servicefromthreeaspects：①Itemasdescribed（商品描述的准确性）；②Communication（沟通质量及回应速度）；③Shippingspeed（物品运送时间合理性）.PARTTWOReading返回PART2ReadingWhyYouNeedAmazonCustomerReviewsOnline

reviewsarethemodernmediaword-of-mouth;they’reimmenselypowerfulandcanhaveahugeeffectonhowyourbusinessisperceived.Astudyfoundthat:·79%ofconsumerstrustonlinereviewsasmuchaspersonalrecommendations.·85%ofconsumerssaythattheyreadonlinereviewsforlocalbusinesses.·73%ofconsumerssaypositivecustomerreviewsmakethemtrustabusinessmore.WhatAmazonCustomerReviewsCanDoforYouAmazonreviewsserveafewdifferentpurposes.Reviewscan:·Pushon-the-fencebuyersintoapurchase.·Convinceconsumerstobuyyourproductoveralternatives.AmazonCustomerReviews译文·Assurecustomersofquality.·Serveaswordofmouthrecommendations.WhyProductReviewsMatterStudieshaveshownthatwordofmouthisthemostpowerfulmarketingtool—eveninanonlineage,whenafellowhumanbeingtellsusaboutsomethinggreat,welistenwithopenears.Wemakechoicesbasedontheactionsofothers.WhenweseealotofpeoplerecommendinganitemandsayingtheyHAVEtohaveit,wetendtofeellikewise.HowtoGetReviewsonAmazon1.Provideagreatconsumerexperience.Themajorityofnegativereviewsinvolveconsumersfeelingmisledaboutaproduct.Behonestaboutwhatyou’resellingandprovideasmuchaccurate,preciseinformationaboutyourproductaspossibletoavoidanyconfusionorfalseexpectations.PART2

Reading2.Sendfollow-upemailsafteranAmazonpurchaseaskingforfeedback.Amazonasksforfeedbackfollowingapurchase,butit’sagenericemailwithnothingspecial.Instead,sendpersonalizedreviewrequests;ideallyyouwanttosendthemshortlyafterthey’vereceivedyourproductsoitsawesomenessisstillfreshintheirminds.YoucanevenuseasitelikeFeedbackFivetoautomaticallysendcustomizedfeedbackrequestemails.Makeitreallyeasyforuserstoleaveareviewbyincludingalink.3.RequestAmazonreviewsvianewsletterandsocialmedia.Chancesare,thefolkssubscribed

toyournewsletterandyourfansonFacebookalreadylikeyou,sowhynotaskthemforreviews?There’sadecentchancethey’vealreadyboughtaproductfromyou,sotheycanprovidepositiveAmazoncustomerreviews.PART2

Reading4.SolicitthetopAmazonreviewers.Amazonholdsalistoftheirtopreviewers—acompilationofesteemedreviewerswhoarevaluedfortheirinsightfulandobjectivecritiques.ManyofthesetopAmazonreviewersalsoholdtitlessuchas“TopTenReviewers,”or“HallofFameReviewers,”whicharedisplayedalongsidetheirreviews,makingtheirreviewsultra-valuable.Snagging

anassessmentfromoneoftheseprizereviewerscanmeanbigthingsforyourAmazonselleraccount.Bepreparedtoofferyourproductforfreeinexchangeforareview—dependingonyourproduct,thiscouldbeapricey

expenditure,soyou’llhavetodecideifthisisastrategyyoucanafford.PART2

ReadingNewWordsimmensely

[ɪˈmensli]adv.1NewWorde.g.Ifeelimmenselyproudofhim.返回extremely;verymuch极端地；非常；极大地我为他感到无比骄傲。

perceive[pəˈsiːv]v.

01NewWord2tonoticeorbecomeawareofsth注意到；意识到；察觉到e.g.Votersperceivehimasadecisiveandresoluteinternationalleader.选民认识到他是一位果断、坚定的国际领袖。返回recommendation

[ˌrekəmenˈdeɪʃn]n.NewWord3theactoftellingsbthatsthisgoodorusefulorthatsbwouldbesuitableforaparticularjob,etc.推荐；介绍e.g.Igotthejobonthestrengthofyourrecommendation.由于您的推荐，我得到了那份工作。返回alternative

[ɔːlˈtɜːnətɪv]adj./n.NewWord4Ⅰ.(adj.)athingthatyoucanchoosetodoorhaveoutoftwoormorepossibilities可供选择的事物e.g.Thesoldierhadnoalternativebuttoobeyorders.士兵们除了服从命令别无选择。返回Ⅱ.(n.)thatcanbeusedinsteadofsthelse可供替代的e.g.Therearealternativesourcesofnutritiontoanimalmeat.有能替代动物肉类的其他营养来源。assure

[əˈʃʊə(r)]v.5NewWord返回totellsbthatsthisdefinitelytrueorisdefinitelygoingtohappen,especiallywhentheyhavedoubtsaboutit使确信；向……保证e.g.Weassureyouthatthequalityofourgoodswillbeinaccordancewiththatofthesample.我们向你方保证，我们货物的质量一定与样品的质量一致。misled

[ˌmɪsˈled]v.01NewWord6给……错误印象；使误解(mislead的过去式和过去分词)e.g.Peopleareeasilymisledbyfalseadvertisements.人们很容易上虚假广告的当。返回generic

[dʒəˈnerɪk]adj.NewWordsharedby,includingortypicalofawholegroupofthings;notspecific一般的；普通的；通用的e.g.Getagood,non-genericname.取一个好的，并不常见的名字。返回7personalized

[ˈpɜːsənəlaɪzd]adj.NewWord8madeorchangedinordertobeespeciallyappropriateforaparticularperson个性化的e.g.Inasmallcompany,youwillreceivemorepersonalizedservice.在一个小公司里，你将得到更多的个人化服务。返回ideally

[aɪˈdiːəli]adv.NewWord9按理想来说,理想的情况是；最,最好；尽善尽美地e.g.She'sideallysuitedforthisjob.她最适合这项工作。返回awesomeness[ˈɔːsəmnəs]n.01NewWord10敬畏；卓越e.g.Sciencecanshowustheawesomenessofnature.科学可以向我们展示大自然的伟大。返回customized

[ˈkʌstəmaɪzd]adj.NewWord11定制的；用户化的e.g.Thisreportcanbecustomizedtomeetyourrequirements.该报告可以根据您的需求进行定制。返回subscribe

[səbˈskraɪb]v.NewWord12topayanamountofmoneyregularlyinordertoreceiveorusesth定期订购（或订阅等）e.g.MymainreasonforsubscribingtoNewScientististokeepabreastofadvancesinscience.我订阅《新科学家》的主要原因是要跟上科学的进步。返回decent

[ˈdiːsnt]adj.NewWord返回13Ⅰ.Decentisusedtodescribesomethingwhichisconsideredtobeofanacceptablestandardorquality.像样的e.g.Hedidn'tgetadecentexplanation.他没有得到一个合理的解释。Ⅱ.Decentisusedtodescribesomethingwhichismorallycorrectoracceptable.合宜的e.g.But,afteradecentinterval,traderelationsbegantoreturntonormal.但是在一段适当的间断之后，贸易关系开始恢复正常。solicit

[səˈlɪsɪt]v.NewWord14Ifyousolicitmoney,help,support,oranopinionfromsomeone,youaskthemforit.请求给予e.g.He'salreadysolicitedtheirsupportonhealthcarereform.他已经请求他们给予医疗保健改革方面的支持。返回compilation

[ˌkɒmpɪˈleɪʃn]n.15NewWord返回编译；编辑；汇编e.g.HerlatestCDisacompilationofallherbestsingles.她最新的激光唱片收录了她的所有最佳单曲。esteemed

[ɪsˈtiːmd]adj.01NewWord16admiredandrespected受尊敬的e.g.Hewasesteemedbyhisneighbours.他备受邻居尊重。返回insightful

[ˈɪnsaɪtfl]adj.NewWordshowingaclearunderstandingofapersonorsituation有深刻了解的；富有洞察力的e.g.Sheofferedsomereallyinteresting,insightfulobservations.她提出了一些非常有趣、颇有见地的看法。返回17critique

[krɪˈtiːk]n.NewWord18apieceofwrittencriticismofasetofideas,aworkofart,etc.评论；评论文章e.g.Forawhile,thiscritiqueturnedouttobemorerightthanwrong.在一段时间，这种看法变得看似越来越正确。返回snag

[snæɡ]v.NewWord19tosucceedingettingsthquickly,oftenbeforeotherpeople抓住；抢先获得e.g.Theluckyonessnaghigh-payinginterestingwork.幸运的人能抢先获得高薪而又有趣的工作。返回pricey

[ˈpraɪsi]adj.NewWord20expensive昂贵的e.g.Housesinthecityarenowtoopriceyforlocalpeopletoafford.如今该城市的房价太高，当地人根本买不起。返回expenditure

[ɪkˈspendɪtʃə(r)]n.NewWord返回21theactofspendingorusingmoney;anamountofmoneyspent花费；消费；费用；开支e.g.Bycomparison,expenditureoneducationincreasedlastyear.相比之下，去年教育经费增加了。Phrases&Expressionsword-of-mouth01P&Ee.g.Thestoryhasbeenpasseddownbywordofmouth.这个故事是口头流传下来的。Phrases&Expressions返回口口相传，口碑01P&E02on-the-fencee.g.Mrs.JoneshasdecidedtovotefortheDemocrats,butMr.Jonesisstillonthefence.琼斯太太已决定投民主党的票，但是琼斯先生仍在犹豫之中。Phrases&Expressions返回保持中立；抱观望态度P&E03follow-up

Phrases&Expressions返回后续的；后续的事或物

e.g.Theyarerecordingafollow-uptotheirsuccessful2019album.他们正在为2019年那张成功专辑录制一张续辑。Exercise1（）（1）Onlinereviewsareimmenselypowerfulandcanhaveahugeeffectonhowyourbusinessisperceived.（）（2）Word-of-mouthisnolongerapowerfulmarketingtoolbecauseweliveinanonlineage.（）（3）Mostofnegativecustomerreviewsstemfromamisunderstandingofhowaproductorserviceworks.（）（4）Follow-upemailsaskingforfeedbackcanbesentlongafteranAmazonpurchase.（）（5）TopAmazonreviewerscanhelptheirfellowcustomersmakeinformedpurchasedecisionsonAmazonwiththeirinsightfulandobjectivecritiques.

DecidewhetherthestatementsareTrue(T)orFalse(F)accordingtothetext.T

T

F

F

T

Exercise2MatcheachwordorphraseintheleftcolumnwithitsChinesemeaningintheright.()

（1）word-of-mouth()（2）onlinereview()（3）marketingtool()（4）consumerexperience()（5）topreviewers()（6）customizeda.营销工具b.在线评论c.口碑d.定制的e.购物体验f.优秀评论者f

c

b

a

e

d

Exercise3（1）Don’tlethisfriendlywords____________you.（2）Iwenttotheshopandboughtmyselfa____________shirt.（3）Doyouhavea____________attitudeoranegativeone?（4）Ourfocusonqualityhasproventobe____________successful.（5）Wehaveno____________buttogoon.（6）Ilikehotfood.Sowhatisyour

_______________forme?（7）They’reextremely____________,andseethingsthatarenotobvioustoothers.（8）We____________youofourbestservicetoyou.Completethefollowingsentenceswiththewordsorphrasesinthebox.Changetheformifnecessary.mislead

decentpositive

alternative

recommendationinsightful

assure

immensely返回亚马逊客户评论为什么需要亚马逊客户评论线上商品评论是现代的口碑传媒。它们非常强大，可以极大地影响其他客户对你业务的看法。一项研究表明：•79％的消费者对在线评论和个人推荐的信任程度一样高。•85%的消费者表示，他们会阅读当地企业的线上商品评论。•73％的消费者表示正面的客户评价使他们对企业的信任度更高。亚马逊的客户评论能为你做什么亚马逊评论有几个不同的用途。评论可以:•使犹豫不决的买家下定购买的决心。•说服买家舍弃其他替代品而购买你的商品。参考译文•向客户保证质量。•具有口碑的效应。为什么产品评论很重要研究表明，口碑是最强大的营销工具——即使在网络时代，当别人告诉我们一些很棒的事情时，我们也会洗耳恭听。我们根据他人的行动做出选择。当我们看到很多人推荐一种商品并说他们必须拥有它时，我们往往会有同样的感觉。如何在亚马逊上获得评论1.提供良好的顾客体验。大多数的负面商品评论都是因为消费者对某种产品有被误导的感觉。诚实面对你所销售的商品，尽可能提供准确的产品信息，以避免顾客不必要的误解或是错误的期望。参考译文2.在消费者购买产品后发送跟进邮件，请求买家反馈。在买家购买后亚马逊会通过系统自动发送邮件要求买家给予反馈，但这是一封普通的电子邮件，没有什么特别之处。与其这样，不如发送个性化的评论请求；最好是在买家收到商品后不久就发送，这时买家的脑海中还有刚收到商品时那种喜悦的心情。你甚至可以使用FeedbackFive这样的网站自动发送定制的索评邮件。通过添加链接，让用户很容易就能留下评论。3.通过电子报和社交媒体请求买家给予亚马逊的商品评论。按照一般情况来说，会订阅你的电子报或是成为你脸书上粉丝的人，对你是有一定的认同度，那为何不向这些人请求给予你的商品评论呢？很有可能他们已经从你那里购买过商品，所以他们可以提供正面的亚马逊用户评论。参考译文4.恳请亚马逊的优秀评论者为你的商品写评论。亚马逊上有一份优秀评论者的名单——这份名单汇集了令人尊敬的商品评论者，他们的深刻见解和客观评论很有价值。这些评论者中有许多人还拥有“十佳评论者”或“名人堂评论人”这样的头衔，这些头衔会显示在他们的评论旁边，使得他们的评论具有非常高的参考价值。能从其中一位优秀评论者那里获得商品评价，对你的亚马逊卖家账户来说意义重大。准备好免费提供你的产品来换取一次商品评价——这取决于你的产品，因为这可能是一笔昂贵的支出，所以你必须决定这是否是一个你能负担得起的策略。参考译文PARTTHEREOralPractice返回PART3

1.UsethefollowingexpressionsyouhavelearntfromtheprevioustexttotalkaboutAmazoncustomerreviews.Answer:Onlinereviewsarethemodernmediaword-of-mouthwhichisconsideredthemostpowerfulmarketingtool.Similarly,Amazoncustomerreviewscanserveafewdifferentpurposes.Therefore,weshoulddoasthefollowingtogetgoodproductreviewsonAmazon:first,provideagreatconsumerexperience;second,sendfollow-upemailsafteranAmazonpurchaseaskingforfeedback;third,requestAmazonreviewsvianewsletterandsocialmedia;last,solicitthetopAmazonreviewerstogiveinsightfulandobjectivecritiquesaboutyourproducts.SampleDialogueSituation:(AChineseselleronAliExpressistalkingwithhercustomeraboutproductreviews.)Seller:Hi,myfriend.Thankyouforshoppinginourstore.Wenoticedyougaveaneutralproductreviewforourplushslippers.Couldyoupleasetellmeifthereisanythingwrongwiththeproductandservice?Buyer:IreceivedtheslippersontimeandIwasexcitedforthesetoarrive.Thefluffisniceandsoft.Buttheproblemistheseslippersaretooenormousforme.I’ma6.5,soIgotthe7-8sincethat’sthesmallestavailable.Theyaresowide;myfootbarelyfills3/4ofthespace.Ican’twalkinthematall.I’lljusthavetosewastrapontotrytomakethemworkfornow.PART32.Readthefollowingdialogueandpracticemakingsimilardialoguesaccordingtoinformationgivenbelow.Seller:Iamsorryfortheinconveniencebroughttoyou.Wesincerelywantyoutohaveagoodshoppingexperience.Isitpossibleforyoutogiveusanopportunitytoresolvethisproblem?Buyer:Isuggestyougivemoredetailedspecificationsinthesizesheetandaddasmallersizeoftheslippers.Seller:Thankyouforyoursuggestion.Wewillmakeourbesttoimproveourproductsandservice.Andwealsopreparesomegiftsforyourkindcontribution.Afteryoureceivethegifts,couldyoupleaseupdateyourreviewsifyouaresatisfiedwiththem?Buyer:Well,inthatcase,Iwill.Seller:Thankyouverymuch.PART32.Readthefollowingdialogueandpracticemakingsimilardialoguesaccordingtoinformationgivenbelow.SimulatedConversationSeller:Hi,Madam.Thankyouforbuyingfromus.We’vefoundyouleftanegativereviewonourscarf.We’dliketoknowwhatyourproblemis.Buyer:Ireceivedthescarfontime,butthematerialfeelscheap.…PART32.Readthefollowingdialogueandpracticemakingsimilardialoguesaccordingtoinformationgivenbelow.Ifyou’reconsideringbuyingproductsfromanonlineshop,andyouseeanegativereview,whichapproachfromtheshopwouldmakeyoumoreconfidentinbecomingacustomer?Why?(1)Gettingdefensiveandlistingallofthereasonswhytheupsetcustomeriswrong.(2)Beinghuman,empathetic,apologeticanddemonstratingthattheygenuinelywanttomaketheupsetcustomerhappy.PART33.Groupdiscussion.返回PARTFOURComprehensiveTasks返回PART4（1）Ifyoudecidetoaskabuyertoleaveareview,youmaynotaskforapositiverevieworaskforreviewsonlyfrombuyerswhohadapositiveexperience,normayyouaskcustomerstochangeorremovetheirreview,orattempttoinfluencethereview.______________________________________________________________________

（2）Youmaynotwritereviewsaboutproductsyouoryourcompetitorssell.Youshouldalsoensurethatyourfamilymembersandemployeescomplywiththisrequirement._____________________________________________________________________

1.TranslatethesesentencesaboutproductreviewsonAmazonSellerCentralintoChinese.如果您决定向买家寻求其留下评论，您不能要求他们给出正面评论或仅要求获得良好体验的买家给出评论，也不能要求买家删除他们的评论或试图影响评论。您不能为自己或您竞争对手出售的商品撰写评论。您也应该确保您的家人和员工遵守此要求。PART4（3）ProvidedthatthebuyermeetstheeligibilitycriteriainourCommunityGuidelines.TheycanreviewanyproductonAmazon,regardlessofwheretheypurchasedthatproduct._____________________________________________________________________（4）Customerreviewsareabouttheproductandsellerfeedbackisaboutthesellerandthepurchaseexperience.Customerreviewsdonotaffectyoursellerperformancemetrics,butsellerfeedbackcanhaveanimpactonyoursellerperformancemetrics._____________________________________________________________________

（5）AslongasaproductislistedonAmazon,itsreviewswillcontinuetoappear.Wedo,however,removereviewsthatviolateourguidelines._____________________________________________________________________

1.TranslatethesesentencesaboutproductreviewsonAmazonSellerCentralintoChinese.买家评论是关于商品的，而卖家反馈是关于卖家和购物体验的。买家评论不影响您的卖家绩效指标，但卖家反馈会影响您的绩效指标。只要此商品发布在亚马逊上，其评论就会继续显示，但我们会删除那些违反我们准则的评论。只要买家符合我们社区准则中的资格，便可评论亚马逊上的任何商品，无论该商品是从何处购买的。PART42.Choosetheappropriatesubjectforeachofthefollowingemails.Subjects:①Invitingacustomertoleaveareview②Respondingtoacustomer’spositivereview③Respondingtoacustomer’snegativereview

Email1:____________

Hi,It’sbeenalittlewhilesinceyoureceivedourproduct.Wehopeyouhavebeenenjoyingit.Ifyouhavenotleftusareview,itwouldhelpustremendouslyifyoutakeafewminutestodoso.Thatwillbeabigencouragementforustobeabetterseller.Ifthereisanythingwrongwithyourorder,pleaseletusknowdirectlysowecanfixit.Bestwishes!John①

PART42.Choosetheappropriatesubjectforeachofthefollowingemails.Subjects:①Invitingacustomertoleaveareview②Respondingtoacustomer’spositivereview③Respondingtoacustomer’snegativereview

Email2:____________

Dearfriend,Howareyourecently?Thankyouforyourpurchaseandtakingtimetowriteaproductreview.Wearereallysorrytoheartheproductyoureceivedisdefective.Toexpressourapology,weprovideafewsuggestions:1.Wewillarrangeasuitablereplacementforyouforfree.2.Weprovidefullrefund.Whichonedoyouprefer?Lookingforwardtoyourreply.Bestregards!③

PART42.Choosetheappropriatesubjectforeachofthefollowingemails.Subjects:①Invitingacustomertoleaveareview②Respondingtoacustomer’spositivereview③Respondingtoacustomer’snegativereview

Email3:____________

DearSam,Wehavenoticedthatyouleftapositiveproductreviewforusandweappreciatethatverymuch.Thankyouforbuyingourproductandgivingcomments.Asasmallbusiness,feedbackfromcustomerslikeyoumeansalottous.Wewilldobetterinthefuturewithyoursupport.Thanksagainandhaveaniceday.Yourssincerely,Betty②

PART43.Supposeyou’reasellersellingheadphonesonAmazonandyoureceivedanegativereviewfromabuyer.Pleasewriteanemailtothisbuyertodealwiththeproblem.Pleasenote:youshouldthankthebuyerforhisreview;donotsaydirectlyyouwillprovidethebuyerwithcashbackifthenegativereviewisremovedorchanged.返回PARTFIVESupplementaryMaterials返回FeedbackinSellerTermsandConditionsOurfeedbacksystemisacriticalpartofbuildingtrustoneBay,andwewantbuyerstobeabletoleavehonestfeedbackabouttheirexperienceswithaseller.Ass