《工商管理专业英语》课件-工商管理专业英语unit-17

BusinessSchoolofNankaiUniversityGlossaryencoding:n.Toconvertdatabytheuseofacodeoracodedcharactersetinsuchamannerthatreconversiontotheoriginalformispossible.Encodeissometimeslooselyusedwhencompletereconversionisnotpossible.编码decoding:

n.Toconvertfromcodeintoplaintext.译解unplanned:adj.Notthoughtoutorpreparedinadvance;spontaneous:无计划的未预先没想或准备的distortion:n.

Astatementthattwistsfact;amisrepresentation.歪曲，曲解扭曲事实的陈述；曲解unaware:adj.

Notawareorcognizant.未意识到的，不知道的teaser:n.

Anadvertisementthatattractscustomersbyofferingsomethingextraorfree.

优惠广告通过提供额外的或免费的东西来吸引顾客的广告familiarity:n.Thequalityorconditionofbeingfamiliar.熟悉，通晓熟悉的特点或状态BusinessSchoolofNankaiUniversityGlossaryextol:

v.

Topraisehighly;exalt.高度赞扬；吹捧dealer:n.Onethatisengagedinbuyingandselling:商人从事买卖的人：rebate:n.Adeductionfromanamounttobepaidorareturnofpartofanamountgiveninpayment.折扣；部分退款从将要支付的款子里减掉一部分或从已支付的款子里退还一部分premium:n.

Somethingofferedfreeoratareducedpriceasaninducementtobuysomethingelse.赠品为刺激购买其它物品而免费赠送或减价销售的东西dealership:n.

Afranchisetosellspecifieditemsinacertainarea.代理权,经销权.商品经销特许权在某一区域内出售某特定商品的特许权cognitive:adj.Of,characterizedby,involving,orrelatingtocognition:认识的属于、描述、包括或有关认识的,认知的affective:adj.

Influencedbyorresultingfromtheemotions:感情的受感情影响的或由感情引起的,情感的,表达感情的BusinessSchoolofNankaiUniversityGlossarysiding:

n.Ashortsectionofrailroadtrackconnectedbyswitcheswithamaintrack.侧线，岔线由转辙器同主轨相连的一短段铁路路轨credibility:n.

Acapacityforbelief:可信程度：anticlimactic:adj.

虎头蛇尾的headline:n.Thetitleorcaptionofanewspaperarticle,usuallysetinlargetype.大字标题通常用大号铅字排印的新闻报道的标题或题目novelty:n.Thequalityofbeingnovel;newness.新奇新颖的性质；新鲜distinctive:adj.

Characteristicortypical:特别的，特殊的；有特色的：cute:n.Shrewd;clever.机灵的；精明的tout:v.

Topromoteorpraiseenergetically;publicize:吹嘘，吹捧促销或激情洋溢地赞扬；引起公众对…的注意：BusinessSchoolofNankaiUniversityKeyTermsandConceptsEncoding:

Encodinghere,inthiscontext,referstotheprocessofputtingthoughtintosymbolicform—McDonald’sadvertisingagencyassembleswordsandillustrationsintoanadvertisementthatwillconveytheintendedmessage.Message:Thesetofsymbolsthatthesendertransmits—-theactualMcDonald’sadvertisement.Media:Thecommunicationchannelsthroughwhichthemessagemovesfromsendertoreceiver—inthiscase,televisionandthespecifictelevisionprogramsMcDonald’sselects.Decoding:Theprocessbywhichthereceiverassignsmeaningtothesymbolsencodedbythesender—aconsumerwatchestheMcDonald’sasandinterpretsthewordsandillustrationsitcontains.BusinessSchoolofNankaiUniversitytextMarketersneedtounderstandhowcommunicationworks.Communicationinvolvesthenineelementsshowninthefigurebelow.Twooftheseelementsarethemajorpartiesinacommunication—thesenderandthereceiver.Anothertwoarethemajorcommunicationtools—themessageandthemedia.Fourmorearemajorcommunicationfunctions—encoding,decoding,response,andfeedback.Thelastelementisnoiseinthesystem.DefinitionsoftheseelementsfollowandareappliedtoaMcDonald’stelevisionad:BusinessSchoolofNankaiUniversitytextSender

Encoding

MessageMediaDecoding

Receiver

NoiseFeedbackResponseElementsinthecommunicationprocessBusinessSchoolofNankaiUniversitytextSender:Thepartysendingthemessagetoanotherparty—-McDonald’s.Encoding:Theprocessofputtingthoughtintosymbolicform—McDonald’sadvertisingagencyassembleswordsandillustrationsintoanadvertisementthatwillconveytheintendedmessage.Message:Thesetofsymbolsthatthesendertransmits—-theactualMcDonald’sadvertisement.Media:Thecommunicationchannelsthroughwhichthemessagemovesfromsendertoreceiver—inthiscase,televisionandthespecifictelevisionprogramsMcDonald’sselects.Decoding:Theprocessbywhichthereceiverassignsmeaningtothesymbolsencodedbythesender—aconsumerwatchestheMcDonald’sasandinterpretsthewordsandillustrationsitcontains.Receiver:Thepartyreceivingthemessagesentbyanotherparty—theconsumerwhowatchestheMcDonald’sad.BusinessSchoolofNankaiUniversitytextResponse:Thereactionsofthereceiverafterbeingexposedtothemessage—anyofhundredsofpossibleresponses,suchastheconsumerlikesMcDonald’sbetter,ismorelikelytoeatatMcDonald’snexttimeheorsheeatsfastfood,ordoesnothing.Feedback:Thepartofthereceiver’sresponsecommunicatedbacktothesender—McDonald’sresearchshowsthatconsumerslikeandrememberthead,orconsumerswriteorcallMcDonald’spraisingorcriticizingtheadorMcDonald’sproducts.Noise:Theunplannedstaticordistortionduringthecommunicationprocess,whichresultsinthereceiver’sgettingadifferentmessagethantheonethesendersent—theconsumerhaspoorTVreceptionorisdistractedbyfamilymemberswhilewatchingthead.BusinessSchoolofNankaiUniversitytextThismodelpointsoutseveralkeyfactorsingoodcommunication.Sendersneedtoknowwhataudiencestheywishtoreachandwhatresponsestheywant.Theymustbegoodatencodingmessagesthattakeintoaccounthowthetargetaudiencedecodesthem.Theymustsendmessagesthroughmediathatreachtargetaudiences,andtheymustdevelopfeedbackchannelssothattheycanassesstheaudience’sresponsetothemessage.Thus,themarketingcommunicatormustdothefollowing:identifythetargetaudience;determinetheresponsesought;chooseamessage;choosethemediathroughwhichtosendthemessage;selectthemessagesource;andcollectfeedback.BusinessSchoolofNankaiUniversitytextIdentifyingTheTargetAudienceAmarketingcommunicatorstartswithacleartargetaudienceinmind.Theaudiencemaybepotentialbuyersorcurrentusers,thosewhomakethebuyingdecisionorthosewhoinfluenceit.Theaudiencemaybeindividuals,groups,specialpublics,orthegeneralpublic.Thetargetaudiencewillheavilyaffectthecommunicator’sdecisionsonwhatwillbesaid,howitwillbesaid,whenitwillbesaid,whereitwillbesaid,andwhowillsayit.BusinessSchoolofNankaiUniversitytextDeterminingTheResponseSoughtOncethetargetaudiencehasbeendefined,themarketingcommunicatormustdecidewhatresponseissought.Ofcourse,inmostcases,thefinalresponseispurchase.Butpurchaseistheresultofalongprocessofconsumerdecisionmaking.Thetargetaudiencemaybeinanyofsixbuyer-readinessstages,thestagesconsumersnormallypassthroughontheirwaytomakingapurchase.Themarketingcommunicatorneedstoknowwherethetargetaudiencenowstandsandtowhatstageitneedstobemoved.Thesestagesincludeawareness,knowledge,liking,preference,conviction,orpurchase.BusinessSchoolofNankaiUniversitytextThemarketingcommunicator’stargetmarketmaybetotallyunawareoftheproduct,knowonlyitsname,orknowoneorafewthingsaboutit.Thecommunicatormustfirstbuildawarenessandknowledge.Forexample,whenNissanintroduceditsInfinitiautomobileline,itbeganwithanextensive“teaser”advertisingcampaigntocreatenamefamiliarity.InitialadsfortheInfiniticreatedcuriosityandawarenessbyshowingthecar’snamebutnotthecar.Lateradscreatedknowledgebyinformingpotentialbuyersofthecar’shighqualityandmanyinnovativefeatures.BusinessSchoolofNankaiUniversitytextAssumingtargetconsumersknowtheproduct,howdotheyfeelaboutit?OncepotentialbuyersknowabouttheInfiniti,Nissan’smarketerswanttomovethemthroughsuccessivelystrongerstagesoffeelingstowardthecar.Thesestagesincludeliking(feelingfavorableabouttheInfiniti),preference(preferringInfinititoothercarbrands),andconviction(believingthatInfinitiisthebestcarforthem).Infinitimarketerscanuseacombinationofthepromotionmixtoolstocreatepositivefeelingsandconviction.AdvertisingextolstheInfiniti’sadvantagesovercompetingbrands.Pressreleasesandotherpublicrelationsactivitiesstressthecar’sinnovativefeaturesandperformance.Dealersalespeopletellbuyersaboutoptions,valuefortheprice,andafter-saleservice.BusinessSchoolofNankaiUniversitytextAwarenessKnowledgeLikingLikingConvictionPurchaseBuyer-readinessstagesBusinessSchoolofNankaiUniversitytextFinally,somemembersofthetargetmarketmightbeconvincedabouttheproduct,butnotquitegetaroundtomakingthepurchase.PotentialInfinitibuyersmaydecidetowaitformoreinformation,orfortheeconomytoimprove.Thecommunicatormustleadtheseconsumerstotakethefinalstep.Actionsmightincludeofferingspecialpromotionalprices,rebates,orpremiums.Salespeoplemightcallorwritetoselectedcustomers,invitingthemtovisitthedealershipforaspecialshowing.Ofcourse,marketingcommunicationsalonecannotcreatepositivefeelingsandpurchasesforInfiniti.Thecaritselfmustprovidesuperiorvalueforthecustomer.Infact,outstandingmarketingcommunicationscanactuallyspeedthedemiseofapoorproduct.Themorequicklypotentialbuyerslearnaboutthepoorproduct,themorequicklytheybecomeawareofitsfaults.Thus,goodmarketingcommunicationcallsfor“gooddeedsfollowedbygoodwords.”BusinessSchoolofNankaiUniversitytextIndiscussingbuyerreadinessstates,wehaveassumedthatbuyerspassthroughcognitive(awareness,knowledge);affective(liking,preference,conviction);andbehavioral(purchase)stages,inthatorder.This“learn-feel-do”sequenceisappropriatewhenbuyershavehighinvolvementwithaproductcategoryandperceivebrandsinthecategorytobehighlydifferentiated,asisthecasewhentheypurchaseaproductsuchasanautomobile.Butconsumersoftenfollowothersequences.Forexample,theymightfollowa“do-feel-learn”sequenceforhigh-involvementproductswithlittleperceiveddifferentiation,suchasaluminumsiding.Stillathirdsequenceisthe“learn-do-feel,”whereconsumershavelowinvolvementandperceivelittledifferentiation,asisthecasewhentheybuyaproductsuchassalt.Byunderstandingconsumers’buyingstagesandtheirsequence,themarketercandoabetterjobofplanningcommunications.BusinessSchoolofNankaiUniversitytextChoosingAMessageHavingdefinedthedesiredaudienceresponse,thecommunicatorturnstodevelopinganeffectivemessage.Ideally,themessageshouldgetAttention,holdInterest,arouseDesire,andobtainAction(aframeworkknownastheAIDAmodel).Inpractice,fewmessagestaketheconsumerallthewayfromawarenesstopurchase,buttheAIDAframeworksuggeststhequalitiesofagoodmessage.Inputtingthemessagetogether,themarketingcommunicatormustsolvethreeproblems:whattosay(messagecontent),howtosayitlogically(messagestructure),andhowtosayitsymbolically(messageformat).BusinessSchoolofNankaiUniversitytextMessageContentThecommunicatorhastofigureoutanappealorthemethatwillproducethedesiredresponse.Therearethreetypesofappeals:rational,emotional,andmoral.Rationalappealsrelatetotheaudience’sself-interest.Theyshowthattheproductwillproducethedesiredbenefits.Examplesaremessagesshowingaproduct’squality,economy,value,orperformance.Thus,initsads,Mercedesoffersautomobilesthatare“engineeredlikenoothercarintheworld,”stressingengineeringdesign,performance,andsafety.Thenpitchingcomputersystemstobusinessusers,IBMsalespeopletalkaboutquality,value,improvedproductivity,andservice.BusinessSchoolofNankaiUniversitytextEmotionalappealsattempttostirupeithernegativeorpositiveemotionsthatcanmotivatepurchase.Theseincludefear,guilt,andshameappealsthatgetpeopletodothingstheyshould(brushtheirteeth,buynewtires),ortostopdoingthingstheyshouldn’t(smoke,drinktoomuch,eatfattyfoods).Forexample,aCrestadinvokesmildfearwhenitclaims,“Therearesomethingsyoujustcan’taffordtogamblewith”(cavities).SodoesaMichelintireadthatfeaturescutebabiesandsuggests,“Becausesomuchisridingonyourtires.”Communicatorsalsousepositiveemotionalappealssuchaslove,humor,pride,andjoy.Thus,AT&T’slong-runningadtheme,“reachoutandtouchsomeone,”arousesstrong,positiveemotions.BusinessSchoolofNankaiUniversitytextMoralappealsaredirectedtotheaudience’ssenseofwhatis“right”and“proper.”Theyoftenareusedtourgepeopletosupportsocialcausessuchasacleanerenvironment,betterracerelations,equalrightsforwomen,andaidtotheneedy.AnexampleofamoralappealistheMarchofDimesappeal:“godmadeyouwhole.GivetohelpthoseHedidn’t.”BusinessSchoolofNankaiUniversitytextMessageStructureThecommunicatoralsomustdecidehowtohandlethreemessage-structureissues.Thefirstiswhethertodrawaconclusionorleaveittotheaudience.Earlyresearchshowedthatdrawingaconclusionwasusuallymoreeffective.Morerecentresearch,however,sugge