商务英语口语2

1/33Therearemanywaystopushsales.Unit2PartIWarming-upContentsPartⅡScaffoldingPartⅢPracticePartⅣLearningMore2/33Warming-upPartIAgoodsalespromotershouldbefamiliarwithcustomers’psychologyandadoptdifferentpromotionaltechniquesfordifferentpeople.WhattechniqueswillyouuseandwhatfeatureswillyoufocusonifyouwanttopromotetheAppleiPadtothefollowingpeople?AndWhy?(a)ahousewife(b)aforeigner(c)ayoungcouple(d)anoldgentlemanWhenpersuadingahousewife,peopleshouldgiveprominencetolowerpriceandgoodquality.Peopleshouldattachimportancetothegoodswhichhavethecharactersofthenation.Itisuniqueandspecial.Theyareyoung.Sowhendoingsalespromotional,peopleshouldletthemfeelthegoodsarefashionalandvogue.Peopleshouldpayattentiontotheappearance.Itisdecent.3/33ScaffoldingPartⅡSituationalDialogue1

Afterthemarketinvestigation,LiYandecidestoputcornbasketsonEuropeanMarkets.NowheistalkingwithZhangJianaboutsalespromotion.L: Aswedon’tunderstandmuchabouttheEUmarket,mybiggestconcernishowsalespromotionalactivitiescanfunctionwellwiththepotentialcustomers.Wewanttousetherightmarketingmixtoreachourtargetmarket.Couldyougiveussometips?Z: Therearemanywaystopushsales,forexample,network,TVads,publicity,tradeshows,agencies,standardizedoutdooradvertising,personalselling,etc.ThesestrategiescanbeadaptedtotheEUmarket.Bycomparison,whatformofmediadoyouplantouse?L: Asweallknow,ofalltheadvertisingmedia,TVisthemostexpensive,Isuppose.Well,takingthefinancialbudgetintoaccount,we’veaskedourcopywriterstopreparecopyforcomputermagazinesandtheInternetfirst.Wewillalsorunbillboardsandnewspaperadstohelpcreatebroadbrandrecognition.译文4/33ScaffoldingPartⅡSituationalDialogue1市场调研后,李岩决定将玉米藤篮投放欧洲市场。现在,他正在和张建讨论玉米藤篮促销事宜。李岩：

因为我们并不清楚欧盟市场，我最大担忧就是促销活动怎样才能对我们潜在客户发挥作用。我们想用适当营销组合接触到我们目标市场。你能够给我们一些提醒吗？张建：

促销方法有许多,比如，网络，电视广告，公众宣传，展览会，代理商，标准化户外广告，人员促销等。这些战略在欧盟市场都适用。经过比较，你想采取哪种媒体？李岩：

据我们所知，在全部广告媒体中，我认为电视广告费用是最贵。考虑到财政预算，我们已要求我们广告文员先准备好电脑杂志和因特网宣传文案。我们还进行广告牌和报纸宣传，帮助建立广泛品牌意识。返回5/33ScaffoldingPartⅡSituationalDialogue1译文Z: Good.Electronicadvertisingisquick,cheapandwidespread.Maybeweshouldadvertiseourproductsinasurveyreport.L: Willtherebeanydirectmail?Z: No,thatwouldnotbesuitableforamanufacturerlikeyou,leavethattotheretailers.L: Whatelseshouldwepayattentionto?Z: Ithinkourcompanyshouldtrytobuildourcorporateimagethroughadvertisingandmakeourproductbrandpopularintheforeignmarket.L: Isee,justlikeHaierGroupwhomakesitsbrandquitefamousamongchildrenthroughcartoons.Z: Right!Weusuallymakedifferentcommercialsforeachmarket.Thesocialandculturalaspectsmustbetakenintoaccountinadvertisingtoo.Soyoushouldworkoutacarefulplanbeforeguidingyourcampaigntosuccess.L: OK.Ourteamwillworkouttheoverallplaninafewdays.6/33ScaffoldingPartⅡSituationalDialogue1张建：

不错。电子广告非常快捷、廉价、广泛。可能我们还能够在调查汇报中进行宣传。李岩：

有直邮广告信函吗？张建：

没有。对于你这么生产商来说不适当。还是让零售商来做这些吧。李岩：

那我们还需要注意什么？张建：

我们企业必须经过广告宣传树立企业形象，使国外市场了解我们品牌产品。李岩：

我明白了。就像海尔集团经过卡通使其产品受到孩子们欢迎一样。张建：

是。我们通常针对每个市场制作不一样商业广告。在广告中要考虑社会和文化原因。所以,你必须先制订一个详细计划，然后才能确保广告活动取得成功。李岩：

我明白了。我们团体在这些天里会做出总计划。返回7/33ScaffoldingPartⅡSituationalDialogue11.marketinvestigation:同marketresearch,市场调研2.salespromotion:促销3.publicity[pʌbˈlɪsəɪtɪ]n.新闻公布式宣传4.financialbudget:财务预算5.copywriter[ˈkɒpɪ,raɪtə]n.广告撰稿员6.billboard[ˈbɪlbɔːd]n.（户外）广告牌，布告板7.directmail直邮广告信函8.retailer[ˈriːteɪlə(r)]n.零售商9.commercial[kəˈmɜːʃl]n.商业广告8/33ScaffoldingPartⅡDrillFollowme:Readaloudthedialoguewiththehelpoftherecording.9/331) 众所周知，在全部广告媒体中，电视广告是最昂贵。2) 有时候，企业靠作广告来树立企业形象。ScaffoldingPartⅡTasks1. TranslatethefollowingsentencesintoEnglishorally.Asweallknow,ofalltheadvertisingmedia,TVisthemostexpensive,Isuppose.Sometimescompanieswillbuildtheircorporateimagethroughadvertising.10/333) 我们普通针对每个市场制作不一样商业广告。4) 电子广告快捷、廉价、传输广泛。ScaffoldingPartⅡTasks1. TranslatethefollowingsentencesintoEnglishorally.Weusuallymakedifferentcommercialsforeachmarket.Electricadvertisingisquick,cheapandwidespread.11/335) 你们对广告财务预算是多少？ScaffoldingPartⅡTasks1. TranslatethefollowingsentencesintoEnglishorally.What’syourfinancialbudgetforadvertising?12/33ScaffoldingPartⅡTasks2. Herearesomefamouscorporationbrands.ReadthemfirstandtrytofigureoutthebestadvertisingwayfromthetablebelowtohelpthemdevelopaforeignmarketinChina.Andexplainyourreasons.Johnson&Johnson 强生企业Procter&GambleCo. 宝洁企业AppleComputer 美国苹果计算机企业Citibank 花旗银行StarbucksCoffee 星巴克咖啡馆SonyCorporation 索尼企业Volkswagen 大众Wal-Mart 沃尔玛13/33ScaffoldingPartⅡTasks2. Herearesomefamouscorporationbrands.ReadthemfirstandtrytofigureoutthebestadvertisingwayfromthetablebelowtohelpthemdevelopaforeignmarketinChina.Andexplainyourreasons.Advertisingmedia:standardizedoutdooradvertising标准户外广告transitshelteradvertising车站棚广告taxicabexteriors出租车外壳totalbus整车牌位14/33ScaffoldingPartⅡTasks2. Herearesomefamouscorporationbrands.ReadthemfirstandtrytofigureoutthebestadvertisingwayfromthetablebelowtohelpthemdevelopaforeignmarketinChina.Andexplainyourreasons.Advertisingmedia:personalselling人员销售take-ones优惠赠券advertisingspecialty广告礼品in-storesampling店内样品试用15/33ScaffoldingPartⅡTasks2. Herearesomefamouscorporationbrands.ReadthemfirstandtrytofigureoutthebestadvertisingwayfromthetablebelowtohelpthemdevelopaforeignmarketinChina.Andexplainyourreasons.Advertisingmedia:custommagazine购物杂志classifieddisplayads分类图片广告independentshoppingguide独立购物指南standard-sizenewspaper标准型报纸16/33ScaffoldingPartⅡTasks2. Herearesomefamouscorporationbrands.ReadthemfirstandtrytofigureoutthebestadvertisingwayfromthetablebelowtohelpthemdevelopaforeignmarketinChina.Andexplainyourreasons.Advertisingmedia:tradeshow商业展示会booths展台sampling样品试用productdemonstration产品演示17/33ScaffoldingPartⅡTasks2. Herearesomefamouscorporationbrands.ReadthemfirstandtrytofigureoutthebestadvertisingwayfromthetablebelowtohelpthemdevelopaforeignmarketinChina.Andexplainyourreasons.Advertisingmedia:digitalmedia数字媒介videobrochure录像手册electronicsigns电子显示器webpage网页18/33ScaffoldingPartⅡSituationalDialogue2

Afteracarefulsalespromotionplan,LiYan’steamdecidestohaveanadvertisingcampaignforcornbaskets.NowheistalkingwithZhangJianaboutthedetails.L: So,what’sthestatusofouradvertisingcampaign?Z: AsImentionedbefore,there’llbeacampaignstartingnextmonth.We’veselectedFranceasourpriority,andwe’lluseavarietyofmediaforfullcoverage.First,wewillhavea30-secondspotontelevisiononceadayfor1week.Atthesametime,we’lldoa15-secondradiocommercial3timesaday.ThesetelevisionandradioprogramsareopentothemaincitiesinFrance.Then,we’llhavesomeoutdooradsusingbillboardsnearmainentrancestobigcities.Finally,wewilldesignanewwebsiteandparticipateinatradefairtopromoteourproducts.译文19/33ScaffoldingPartⅡSituationalDialogue2在制订详细促销计划后，李岩团体决定开始玉米编织篮广告活动，他正在与张建谈论细节问题。李岩：

那么，我们广告活动情况怎样?张建：

正如我前面提到，下个月将开始一次广告活动，我们已把法国作为首选地。我们将使用各种媒体实现全覆盖。首先，我们先做一周电视广告，广告长度30秒，天天播放一次。同时，我们还将做十五秒电台广告，天天三次。这些电视、电台广告在法国主要城市都可收看、收听到。接着，我们还会在靠近主要城市入口处，使用广告牌做室外广告。最终，我们还将设计新网站，同时参加交易会以促进产品销售。返回20/33ScaffoldingPartⅡSituationalDialogue2译文L: Whatstylewilltheadsuse?Z: We’refocusingon“sliceoflife”,showinghowyoucanornamentyourroomwithsomecornproducts.Theseadvertsaretryingtoattractpeople’sattentionbyusingmodelsandactresses,andthenshiftpeople’sfocustohavinganicecornproduct.L: Soundslikeanidealapproach.Willwehaveanewslogan?Z: Definitely.Theadvertisingagency’sworkingonthatrightnow.They’llhavesomeproposalsreadybytheendoftheweek.L: Soundslikewe’llhaveawinneronourhands!21/33ScaffoldingPartⅡSituationalDialogue2返回李岩：

广告使用什么样格调？张建：

我们关注现实生活描写，展示你怎样用玉米藤篮装饰房间。这些广告使用模特和女演员，努力吸引人们关注，然后把人们注意力转到拥有一件优质玉米编织产品上。李岩：

听上去是个理想方案。我们有新广告语吗？张建：

必定有。广告代理商当前正在做广告语。周末前，他们将准备好几个备选方案。李岩：

看来我们即将成功。22/33ScaffoldingPartⅡSituationalDialogue21.fullcoverage全方面覆盖2.tradefair商品交易会3.sliceoflife现实生活描写，日常生活写照4.ornament[ˈɔːnəmənt]vt.装饰，点缀，美化5.slogan[ˈsləʊɡən]n.广告语，口号23/33ScaffoldingPartⅡDrillInterpretation:LookattheChineseversionorEnglishversionofthedialogueintheflashandtrytointerpretit.24/33ScaffoldingPartⅡTasks1. Matcheachsloganwithitsbrandandsaysomethingabouteachbrand.1) Goodtothelastdrop.2) Obeyyourthirst.3) Impossiblemadepossible.4) Justdoit5) Impossibleisnothing.6) ConnectingPeople7) Like.no.other8) HelloMotoA. NokiaB. MotorolaC. SpriteD. MaxwellE. SONYF. NikeG. AdidasH. Canonprinter25/33ScaffoldingPartⅡTasks2. Fillintheblanks Onestudent,astheownerofanice-creamcompany,istalkingwiththeotherstudent,asthemarketingmanager,abouttheadvertisingcampaignforthecompany’snewice-creamsandwich.Trytofillintheblanks.theownerofanice-creamcompanythemarketingmanagerWearegoingtostartthecampaignbyputtingfullpageadsinallthemajornewspapersovertheperiodofamonth.WhataretheadvertisingratesinNewspapers?They'llbeinthenewspaperweekly,probablyoneveryMonday,andafterthatweareplanningtofocusonTVandradio.What'sthestatusofouradvertisingcampaign?Doweputanyadsonlocalnewspapers?26/33ScaffoldingPartⅡTasks2. Fillintheblanks Onestudent,astheownerofanice-creamcompany,istalkingwiththeotherstudent,asthemarketingmanager,abouttheadvertisingcampaignforthecompany’snewice-creamsandwich.Trytofillintheblanks.theownerofanice-creamcompanythemarketingmanagerItwillbebesttoinsertadvertisementsintheleadingTVprogramsinourmostimportantcities.Thedesignershouldbefamiliarwiththecharacterofourproducts.Wewillconsiderthat.Yes,theywillstudyourproductsandtrytoknowmoreaboutthem.27/33PracticePartⅢ1. Createdialogue—PairworkJennyisworkingasasalesrepresentativeforAppleInc.NowsheisplanningtopushsalesofiPhone5sbyemphasizingtheirprice,energyconservation,easyoperation,andfreedomfrommultifunction.PleasehelpJennypicktheappropriatepromotionalmethod(s)andexplainyourreasons.28/33PracticePartⅢ2. Casestudy—Groupwork

E.Modernisanewlyopenedrestaurantonthe8thfloorofa10-floorshoppingmallontheoutskirtsofShanghai.Theyspecializeinwestern-stylefoodwithaspecialChinese-westernmixedlunchpackage.Topromotesales,theyhaveadvertisedtheirrestaurantinamonthlyfashionmagazineanddistributedcouponstoanyvisitingcustomer,butcouponsreceivedcan’tbeusedonthesameconsumingday.Inaddition,everydaythefirst10customerswillgetonedrinkfree.Tenweekssinceitsopening,therestauranthasenjoyedlittlebusiness.Workingroupsandtrytofigureouttheproblemsinsalespromotionoftherestaurantbelowandthenmakeanoralreporttothewholeclassonhowtosolvetheseproblems.29/33LearningMorePartⅣSuccessfulAdvertisingCampaign

Therearefivemainstagesinawell-managedadvertisingcampaign.Stage1:SetAdvertisingObjectives

Anadvertisingobjectiveisaspecificcommunicationtasktobeachievedwithaspecifictargetaudienceduringaspecificperiodoftime.Stage2:SettheAdvertisingBudget

Settingtheadvertisingbudget