汽车专业英语ppt课件13Chapter9CarMarketing汽车销售

Chapter9CarMarketing

9.1TheQualificationsareRequiredtoBecomeaCarSalesmanChapter9CarMarketing

9.1Th本章学习内容Chapter9CarMarketing

本章学习内容、目标和重点难点本章学习目标本章难点重点1.TheQualificationsareRequiredtoBecomeaCarSalesman2.HowtoBecomeaGreatCarSalesman3.OwningaCarDealershipFranchise4.GettingaFranchiseAgreementWithaCarManufacturer1.掌握汽车销售员的基本用语和要求2.掌握开设一家汽车特许经营店的基本要求3.能够读懂基本的汽车销售宣传信息1.重点为汽车销售流程话语2.难点是中外地域的差异性3.汉译准确表达也是难点本章学习内容Chapter9CarMarketing

9.1TheQualificationsareRequiredtoBecomeaCarSalesmansalesman['seilzmən]n.推销员，售货dealership['di:ləʃip]n.代理商，经销权diploma[di'pləumə]n.毕业文凭,学位证书Potential[pə'tenʃəl]adj.潜在的，有可能的psychology[sai'kɔlədʒi]n.心理学Negotiation[nɪgəʊʃi:'eɪʃən]n.协商，谈判PrincetonReview

n.普林斯顿评论withstand[wið'stænd]vt.抵挡,反抗;禁得起groom[gru:m]vi.打扮,穿戴NewWords

9.1TheQualificationsareR

9.1TheQualificationsareRequiredtoBecomeaCarSalesmantactful['tæktfəl]adj.机智的;圆滑的;老练的commission[kə'miʃən]n.[C][U]佣金persistent[pə'sistənt]adj.坚持不懈的;固执的quota['kwəutə]n.配额fierce[fiəs]adj.残酷的；激烈的stereotype['steriətaip]n.陈规,刻板模式integrity[in'tegriti]n.[U]正直;廉正;诚实crafty['krɑ:fti]adj.狡猾的,诡计多端的,奸诈的NewWords

9.1TheQualificationsareR9.1TheQualificationsareRequiredtoBecomeaCarSalesmanCarsalesmenareanimportantpartoftheautomotiveindustry.Theirprimarymissionistomakecustomersinterestedincarsandsellasmanycarsaspossibletobringinprofitforthedealership.Theentireprocessofpersuadingthecustomertobuyacarcouldtakehours.Still,manypeoplefindcarsalesathrillingoccupationbecauseofthelargecommissionsapersoncanmake.Thereareseveralqualificationsthatarerequiredtobecomeacarsalesman.9.1TheQualificationsareReq9.1TheQualificationsareRequiredtoBecomeaCarSalesman9.1.1EducationTheusualeducationlevelforacarsalesmanisahighschooldiploma.Potentialcarsalesmenwithhighschooldiplomascangivethemselvesanedgebytakingafewclassesinsalesormarketing.AccordingtothePrincetonReview,collegecourseworkinpsychology,finance,andpublicspeakingisbecomingmorecommon.9.1TheQualificationsareReq要点分析：diploma参考译文：文凭就是“教育机构颁发的证书”的意思，可以指从小学到研究生任何层次的“文凭”。没有学位的学习也会有证书（学位的要求会更严格，比如有学分要求等）。diploma还有一个词义：荣誉证书（Acertificateconferringaprivilegeorhonor）。

知识拓展要点分析：diploma知识拓展9.1TheQualificationsareRequiredtoBecomeaCarSalesman9.1.2SpecializedTrainingAccordingtoCareerChoices,automotivetechnologytraining,includingtraininginonboardsystems,isbecomingacommonbasicqualificationforemployment.Mosttraininginsales,specifically,isdoneonthejob.However,somesalesmenmayspendtimeatanationaltrainingcenterlearningabouteachmodel'sfeatures,generalnegotiationstrategies,thecultureofthecompanytheyworkfor,andthemanufacturingprocess,accordingtothePrincetonReview.9.1TheQualificationsareReqHowever,somesalesmenmayspendtimeatanationaltrainingcenterlearningabouteachmodel'sfeatures,generalnegotiationstrategies,thecultureofthecompanytheyworkfor,andthemanufacturingprocess,accordingtothePrincetonReview.难点提示：

1）learningabouteachmodel‘sfeatures,generalnegotiationstrategies,thecultureofthecompanytheyworkfor,andthemanufacturingprocess,learningabout引导的是后置定语，用来解释训练中心主要学写的内容；thecultureofthecompanytheyworkfor,theyworkfor也属于定语从句，修饰culture，一般定语从句都放置在修饰词或句子的后面。accordingto引导状语从句，一般翻译提前。

参考译文：但是，根据普林斯顿评论的调查，一些销售员会花很多时间在全国性的训练中心学习每一个车型的特点、一般的谈判策略、他们工作公司的文化以及汽车的制造过程。难点分析However,somesalesmenmayspe9.1TheQualificationsareRequiredtoBecomeaCarSalesman9.1.3PhysicalQualificationsCarsalesmenmustbeabletostandforlongperiodsoftimeandwalkthroughthecarlot.Somesalesmenmayneedtobeabletoworkforlonghours.Theabilitytowithstandavarietyofoutdoortemperatures,suchasintensesummerheatorcoldwinters,isalsohelpful.9.1TheQualificationsareReq9.1TheQualificationsareRequiredtoBecomeaCarSalesman9.1.4PersonalityAccordingtotheBureauorLaborStatistics,carsalesmenneedtobewellgroomed,tactful,andhaveagoodabilitytoexpressthemselves.Mostarepaidsolelyoncommission,sotheyneedtobepersistentintheireffortstomakesaleseachday.Becausetheyworkwithothersalesmentryingtomaketheirdailysalesquota,competitionisfierce.Eachdaycarsalesmenmustfightagainstthestereotypethattheyaredishonestandcrafty.Todothat,theymustputforthanimageofintegrityandinterest.Alotofbusinessmaydependonreturncustomers,socarsalesmenhavetobeskilledatbuildingcustomerloyalty.9.1TheQualificationsareReq9.2HowtoBecomeaGreatCarSalesmanrevisit[,ri:'vizit]vt.重游；再访；回访authoritative[ɔ:'θɔritətiv]adj.权威的；有权力的trustworthy['trʌst'wɜ:ði:]adj.值得信赖的，可靠的subtle['sʌtl]adj.微妙的；敏感的verbally['vɜ:bəlɪ]adv.言词上；口头地bashing[bæʃɪŋ]v.痛击，猛击procedure[prə'si:dʒə]n.程序，手续；工序，过程，步骤steer[stiə]vt.&vi.驾驶；操纵，引导，说明budget.['bʌdʒit]n.预算；预算案；预算拨款；rapport[ræ'pɔ:t]n.友好关系；融洽，和谐referrals[ri'fə:rəlz]n.转交，呈交，提供9.2HowtoBecomeaGreatCar9.2HowtoBecomeaGreatCarSalesmanBecomingagreatcarsalesmantakestimeandpatience.Whileyoucandomanythingstoimproveyourcustomerserviceandproductknowledge,sometraits,suchasbeingabletoachievegoodrapportwithcustomersorsimplyconveyanaturallypersonableandlikablecharacter,dependonpersonality.Anysalesmancanimprovewithhonesteffort.Overtime,consistencyandhardworkpaysoff(Fig.10-5)9.2HowtoBecomeaGreatCar9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

1.Revisitproductknowledgetrainingorseekoutproductknowledgeonyourown.Learninterestingfactsaboutthevehiclesyousell,includinggasmileage,awards,safetyratingsandoptions.Beingabletoanswerquestionsimmediatelymakesyouappearknowledgeable,authoritativeandtrustworthy9.2HowtoBecomeaGreatCar2、Knowyourcompetitors.Ifyouaredoingawalk-around,whichisdisplayingthecartoyourcustomer,youshouldbeabletocomfortablytalkaboutcompetitors'modelsandstatewhythevehicleyouareshowingistheidealchoicewhilebeingsubtleandnotverballybashingothercarsordealers.Perfectyourwalk-around--youhaveoneshottogaininterest,sodon'tleaveanything.9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

2、Knowyourcompetitors.Ifyo3、Keepyourwalk-aroundrelevanttothecustomeryouarewith.Donotshowasafety-concernedmotherhoweasyitistochangeaheadlightbulb.Focusonwhatthecustomerislookingfor,notwhatyouthinkisimportant.9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

3、Keepyourwalk-aroundreleva要点分析：walk-around参考译文：四处走动绕走本文采用了绕走的含义，实际是指销售常用的“六方位”绕车法。虽然有最佳建议路线，但是也要根据顾客的需求，随时改变路线，而不是墨守成规一直按照“六方位”的顺序来

知识拓展要点分析：walk-around知识拓展4.Followyourdealerprocedures,suchasbringingyourcustomerinsideforaninterviewbeforewalkingaroundthelotorconductingawalk-around.Askquestionsthatdeserveanswersandsteerclearfromyesornoanswers.Askwhythecustomerwantsanothercar,whatcarsshefindsattractiveandwhy,andwhatshelikedbestaboutherlastcaranddidn'tlikeatall.5.Askaboutbudget.Itisunnecessarytoshowacustomeracarthatwillcost$450permonthwhenhehasabudgetofa$250.Determinecreditstandingbyaskingwhatrateyoushouldfigureforpaymentbudgetingtocalculateapricerange.Thosewhoknowtheyhavebadcreditwillletyourunacreditreportwhilethosewithexcellentcreditwilltellyoutheywillqualifyforthebest9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

4.Followyourdealerprocedur

Ask

whythecustomerwantsanothercar,whatcarsshefindsattractive

andwhy,andwhatshelikedbestaboutherlastcaranddidn'tlikeatall.难点提示：

1）Ask引导祈使句，省略了主语第二人称，后面接的是宾语从句，whythecustomerwantsanothercar,whatcarsshefindsattractive

andwhy,andwhatshelikedbestaboutherlastcaranddidn‘tlikeatall.四个疑问词引导的是宾语从句，why,andwhat共用一套句子成分。最后一个and是省略了前面的why,andwhat。参考译文：询问顾客喜欢另一台车的原因，她觉得哪些车有吸引以及原因，以及关于他最近拥有的这台车，她最喜欢和最不喜欢的地方是哪些，以及为什么。难点分析Askwhythecustomerwan6.Explainthevehicleindetailbeforethecustomertest-drivesit.Makesurethemirrorsaresetandtheseatisproperlyproportionedtohisheight.Showyouwanttomakethetestdriveapositiveexperiencebyfindingaradiostationthecustomerlikesandturningtoit,turningitdownsohecanhearhowthecaroperatesatthebeginningofthedriveandturningituponcethecustomeriscomfortabledriving.Thiscreatescomfortwithyouandthecar.9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

6.Explainthevehicleindeta7Behonestwhendealingwithyourcustomer.Ifyoucangiveabetterdealandthesaledependsonit,doso,andifyoucan't,tellthecustomerwhy.Ifyouhavebuiltapositiverapportwithyourcustomer,itislikelyshewillworkwithyoutomakethesale8.Establishafollow-upsystemandsticktoit.Whenyousellacar,notebirthdaysanddatesofsalestofollowupwithcardsorphonecallsonholidaysandeverymonthafterpurchasetokeepyournamefreshinthecustomer'smindforfuturesales.Referralsareoftenareliablesourceofbusiness9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

7Behonestwhendealingwith9.Keepyourword.Callwhenyousayyouwillandbepresentforyourdeliveries--whenthecustomerpicksupthevehicle--andappointments.10.Avoidlaziness.Themorepeopleyouworkwith,themoresalesyou'llachieve.Evenifacustomerdoesnotbuyfromyou,shemaysendthreeotherpeopleyourwaybecauseofthecustomerserviceexperienceyouprovided.9.2HowtoBecomeaGreatCarSalesman

9.2.1Instructions

9.Keepyourword.Callwhenyo9.2.2Tips&Warnings1.Donotjudgeanyoneandfollowyourprocess.You'dbesurprisedhowmuchmoneyayoungstudenthasonceheisreadytopurchase.Ifthecustomerisonyourlot,youshouldtreathimasapersonwhoisreadytobuythatday.Andifhedoesn'tbuy,keepmoving.2.Don'tletyouremotionsaffectyouatwork.Ifyoufeelthatsomeonewastedyourtimeforthreehours,learnwhatyoucanfromitandmoveon.Thereisalwayssomethingthatcouldhavebeendonedifferently.Identifyitandtrysomethingdifferentoncetheopportunitypresentsitselfagain.3.Customerswillcancelsalesandbelessthantruthfulaboutpurchaseissuesnomatterhowgoodofasalesmanyouare.Takenoneofitpersonallyandmakethebestofthecustomersyouhave.9.2HowtoBecomeaGreatCarSalesman

9.2.2Tips&Warnings9.2Howtingenuity[ֽindʒi'nju:iti]n.独创性；精巧；精巧的装置innovation[ֽinəu'veiʃən]n.创新，革新；新方法familiarize[fə'miljəraiz]v.使熟悉taxation[tæk'seiʃən]n.课税，征税；税款franchise[fræntʃaiz]n.特权；公民权；经销权；管辖权v.给…以特许（或特权）；exclusivityzone[,eksklu:'siviti][zəun]n.排外性；独占权v.把…分成地带inventory['invəntəri]n.存货；清单；目录staff[sta:f]n.工作人员；职员；杖9.3OwningaCarDealershipFranchiseingenuity[ֽindʒi'nju:iti]n.独创性9.3OwningaCarDealershipFranchiseSincetheintroductionofHenryFord'siconicModelTin1908,carshavebeenseenassymbolsofingenuityandinnovation--andtheirmanufacturingasanAmericantradition.Withover200millioncarsontheroadtoday,despiterecenteconomichardship,theautomobileindustryremainsstrong.Withmillionsofpotentialclientsandcarsinneedofservice,owningacardealershipfranchisecanbeadreamcomestrueforanentrepreneur.9.3OwningaCarDealershipF9.3OwningaCarDealershipFranchiseSurveythemarket.Knowingwhattypesofcarsaresellingtodayandwhoisbuyingthemwillbeofgreatuseinchoosingacarmanufacturerandpotentiallocation.Byfamiliarizingyourselfwiththemarketandthebrandswithinthemarket,youwillbeabletomakeaninformeddecision.Researchstateandlocallaws.Lawssignificantlyimpactcardealershipoperation.Fromzoningtooccupationalsafety,employmenttotaxation,acardealershipmustoperatewithintheconfinesofthelaw,orrisksevereconsequences.9.3OwningaCarDealershipFr9.3OwningaCarDealershipFranchiseDraftabusinessplan.Awell-writtenbusinessplanwillletpotentialinvestorsknowthatyouhaveavision,havedoneyourresearch,appreciatetherisksinvolved,andareseriousaboutyourfranchise.Peoplewillbemorewillingtoinvestinyouwhenassuredyouknowwhatyouaredoing.Obtainfinancing.Franchisefeesrangefromtensofthousandstohundredsofthousandsofdollars,dependinguponthebrandexclusivity,amountofsupportfromthemanufacturer,andahostofotherfactors.Somemanufacturerswillallowfinancingofthefranchisefee.Inadditiontothefranchisefee,takeintoconsiderationoverheadexpensesrequiredtorunthedealership,aswell.9.3OwningaCarDealershipFr9.3OwningaCarDealershipFranchisePurchaseamotorvehicledealerbond.Motorvehicledealerbondsarerequiredtoensurethedealershipisincompliancewithstateregulations.Thebondessentiallyprotectstheconsumerfromthedealer'snoncompliancewithstatelaw.Manystatesrequireamotorvehicledealerbondasaprerequisitetoobtainingadealerlicense.Getacarvehicledealerlicense.Vehicledealerlicensesareanothermeasurethestatesusetoprotectconsumers.Licenseddealersareboundandregulatedbystatelaw,andthustheconsumerhasrecourseintheeventofmalfeasance9.3OwningaCarDealershipFr9.3OwningaCarDealershipFranchiseRequestandReadtheFranchiseAgreement.Thefranchiseagreementisalegaldocumentthatdetailstherightsandresponsibilitiesofthepartiesinvolved:youandtheautomobilemanufacturer.Becausethemanufacturerdraftsit,thetermsofthefranchiseagreementwillbefavorabletothecompany,soitisbesttohaveanattorneyreviewthedocumentforyoubeforesigningit.Besureyouarewillingandabletoperformallofthedutiesstatedintheagreement,asyouwillbestrictlyheldtothemthroughoutthecourseofyourcontractwiththemanufacturer.Fillyourlotwithcars.Afterthefranchiseagreementhasbeensigned,youarenowtheownerofacardealershipfranchise.Beginbuildingyourinventoryofcarswhilehiringsalespeopleandadministrativestafftohelpyourdealershipachievesuccess.9.3OwningaCarDealershipFr要点分析：lot参考译文：多个意思，专业英语的词汇通常需要具体环境具体问题，结合专业知识具体的解释。本文的意思是场地或者店面。其他常用的意思：n.份额；

许多；

命运；

阄adv.（与形容词和副词连用）很，非常；

（与动词连用）非常；pron.大量，许多；vt.分组，把…划分（常与out连用）；

把（土地）划分成块；vi.抽签，拈阄；

知识拓展要点分析：lot知识拓展

Besureyouarewillingandabletoperformallofthedutiesstatedintheagreement,asyouwillbestrictlyheldtothemthroughoutthecourseofyourcontractwiththemanufacturer.难点提示：

1）willng和ableto是并列用法后面的ableto省略了系动词“are”，statedintheagreement是后置定语，修饰duties，as引导原因状语从句，

holdto对…忠诚或忠实，在这里翻译的时候不能直译，那就做不到翻译的“信、达、雅的要求了。”

参考译文：确保你愿意且能够履行合同中规定的义务，因为在合同履行过程中制造商会要求你严格按照条款执行。难点分析Besureyouarewilling9.4GettingaFranchiseAgreementWithaCarManufacturerlengthy['leŋθi]adj.过长的;漫长的;冗长的entrepreneur[,ɔntrəprə'nə:]n.企业家；承包人；主办者stipulation[,stipju'leiʃən]n.规定；约定；条款；契约proximity[prɔk'simiti]n.亲近，接近；邻近ongoing['ɔnɡəuiŋ,'ɔ:n-]adj.不间断的，进行的；前进的n.前进；行为，举止secure[si'kjuə]adj.安全的；有把握的；稳当的

municipality[mju:,nisi'pæləti]n.市民；市政当局；自治市或区substantial[səb'stænʃəl]adj.大量的；实质的；内容充实的exclusivity[,eksklu:'sivəti]n.排外性；独占权institution[,insti'tju:ʃən]n.制度；建立；习俗consult[kɔn'sʌlt,'kɔnsʌlt]vt.查阅；商量；向…请教vi.请教；商议；当顾问submit[səb'mit]vt.使服从；主张；呈递vi.提交；服从documentation

[,dɔkjumen'teiʃən]n.文件,证明文件,史实,9.4GettingaFranchiseAgreem9.4GettingaFranchiseAgreementWithaCarManufacturerIfyouareanentrepreneurwithmotivationandgoodpeopleskills,youmightsucceedintheworldofautomotivesales.Anownerofacardealershiphastheoptionofsigningafranchiseagreementwithacarmanufacturerinordertosellnewcarsinthemanufacturer'sname.Thefranchisingprocesscanbecomelengthyanddifficult,however.You'llhavemanufacturerstipulationsandlegalmatterstokeepinmind;educateyourselfbeforehandonwhatstepstotake.9.4GettingaFranchiseAgreem要点分析Anownerofacardealershiphastheoptionofsigningafranchiseagreementwithacarmanufacturerinordertosellnewcarsinthemanufacturer'sname.4S店都是特许经营，跟厂家签订协议授权，这也是中国4S店在经营过程中始终受厂家牵制的原因。

知识拓展要点分析Anownerofacardealersh9.4GettingaFranchiseAgreementWithaCarManufacturerContacttheautomanufacturerwithwhichyouareinterestedinworking,andrequestafranchiseinformationpackage.Reviewtheinformationpackagecarefully,andbecomefamiliarwithalltherulesandstipulationsoftheagreement.Verifythatyouwillbeabletomeeteveryaspectoftheagreementbeforeproceeding.Mostcarmanufacturersrequireadealershiphaveaspecifictypeoflocationwithinthecorrectproximitytootherexistingfranchises.Manufacturerswillalsoexpectfranchiseestopaycertainongoingfeesassociatedwithprofitsandadvertising.9.4GettingaFranchiseAgreem9.4GettingaFranchiseAgreementWithaCarManufacturerOpeningacardealershiprequiresyoutosecurecertainlicensesandpermits.Obtainallnecessarylicensesandpermitstodobusinessasacardealership.Someautomanufacturerswillrequirethatyoualreadyownand