市场营销英语讲义

市场营销英语讲义

WORDCHECK(I)

marketingManagerpersoninchargeofthemarketingdepartment

computerManagerpersoninchargeofthecomputerdepartment

tobeovertobehereonavisitfromanothercountry

hostpersonwhoinvitesorreceivesguests

thesepartsthisarea

1.LISTENING(I)

Youaregoingtohearanumberofpeopleintroducingthemselves.Someoftheintroductions

involvetwopeople,someinvolvethree.Asyoulisten,numbertheseconversationsintheorder

youhearthem.

AHello,l*m

Nicetomeetyou,Myname's

BHello,leirueinlruducernyself.MynarneS

Pleasedtomeetyou,I'm

CIdon'tknowanyonehere.You'llhavetointroduceme.

Ofcourse.Roger,thisis

Nicetomeetyou.

DHowdoyoudo?Myname's

Nicetomeetyou.Mines

EIhaven/tmetyourManagingdirectoryet.

Oh,I'msorry.DoctorMannheim,thisis

Verynicetomeetyou.

FLetmeintroduceyoutwo.Maxine,thisisFrancis.

Nicetomeetyou.

GCouldyouintroducemetotheMarketingManager?

Ofcourse,Philip,Letmeintroduceyouto

Nicetomeetyou

2.READANDLEARN

WORDCHECK(II)

PlcPublicLimitedCompany.Acompanywhosesharesyoucanbuyonthe

StockExchange

annualeveryyear;yearly

softwareprogramsforacomputersystem

developmentplanningnewproducts

Personneldepartmentsectionofacompanywhichdealswithstaffwelfare,records,training

andrecruitment

colleaguefellowworkerinacompanyorprofession

Accountssectionofacompanywhichdealswithmoneypaidorreceived

Department

marketresearchexaminationofthepossibledemandforaproductbeforeitisputon

themarket

PersonalAssistantsecretarywhoprovidesspecialhelptoamanagerordirector

Financesectionofacompanywhichcontrolsacompany'smoney

Productionsectionofacompanywhichdealswiththemakingofthecompany's

Departmentproducts

fashiondesignerpersonwhoplansnewstylesinclothes

1.LISTENING(II)

MandersPlcarehavingtheirannualparty.Listentothedialoguesoverheardattheparty.Match

upthepeople'snameswiththeirtypeofwork.Thefirstonehasbeendoneforyou.

NamesTypeofwork

1.Petera.Production

2.Johnb.PersonalAssistant

3.Susanc.Softwaredeveloprnenl

4.Mike~~—•d.Marketresearch

5.Sarahe.Fashiondesign

6.Mrfieldsf.Personnel

7.Marting.Accounts

8.Jeanh.Sales

9.Jean*shusbandi.Finance

2.READANDLEARN

3.PRESENTATION

Weuseavarietyofprepositionstoindicateworkrelationships,

e.g.IworkforMandersftheyaremyemployers)

IworkatManders(theplace)

IworkwithManders(asenseofcollaboration)

I'mincomputers(generaltypeofwork)

I'monthemarketresearchside(generaltypeofwork)

I'mintheSalesDepartment(specificplaceofwork)

4.PRACTICE

Groupwork

1.Introduceyourselftotheothers.

2.Introducetheothertwotoeachother.

3.Asktobeintroduced.

4.Tellyourjobandplaceofwork.

Unit2CompanyOrganizationPresentingtheCompany

WORDCHECK(I)

organizationalsnowingthewayacompanyisorganized

structureorganization

ManagingDirectorDirectorwhoisinchargeofawholecompany

executivesPeoplewhoputdecisionsintoaction

personnels:aff

trainingteachingemployeeshowtodosomething

rationalisationmakingmoreefficient

regionpartofacountry/anarea

tosplittodivide

matrix(basis)organizedaccordingtotwosetsofcriteria,e.g.geographicaland

functional

sectionpartofacompany

subsidiarycompanywhichisownedbyaparentcompany

affiliatecompanywhollyorpartlyownedbyanothercompany

1.LISTENING(I)

ListentothepresentationaboutRossomonPlc.,completetheorganizationchartbelow.

2.READANDLEARN

PresentingInformation——StructuringIdeas

Focus:APersonneldirectorgivinganinformalpresentationonthestructureandorganizationof

thedepartment.

WORDCHECK(II)

toheadbeatthetopof,beinchargeof

torepresentactofficiallyfor

toco-ordinatebringtogether

selectionchoice

manpowernumberofworkersneeded

tohandlelookafter(atask)

pensionamountofmoneypaidregularlyafterapersonstopswork,either

becauseofoldageorillness

postjob

thepressnewspapersingeneral

policyfixedplan

recessionperiodoflittleeconomicactivity

todealwithorganize,lookafter(atask)

totakecareoforganize,lookafter(atask)

1.LISTENING(II)

ListentothePersonneldirectorofRossomonplcexplainingthestructureandorganizationofthe

&&&&

ManagerManagerManagerManager

Mainresponsibilities:___________________

looksforhandlesinchargeofdealswith

andand

between

and…

2.READANDLEARN

3.PRESENTATION

Apresentationisatalkgivenbyaspeakertooneormorelisteners.Tobeeffective,thespeaker's

messagemustpasstotheIsteners,i.e.itmustbeheardandcorrectlyunderstood.Theelements

ofaneffectivepresentationare:

1.theeffectiveorganizationoftheinformation

2.theeffectivedeliveryoftheinformation

3.theeffectiveuseoflanguage.

Below,theskillsandtechniquesneededtoorganizeinformationeffectivelyareidentified.

Organizationofinformation

-Transparencyofstructure:

haveaclearbeginning,middleandend.

-Organizationofcontent:

Identifyclearlythemainpointsandthesupportingpoints.

Inthelisteningextract,thespeakerfollowedanumberofsteps:

Pairwork

Followthepresentationflowchartabove,togiveashorttalk(maximum5minutes)toanew

memberofyourcompany,departmentorsports/socialclub.Decidebeforehandwhatyourand

yourpartner'srolesare.

Yourpresentationshould:

…includetherelevantinformation

-haveaclearstructure

一makethatstructureclearbyusingappropriatelanguage

Unit3TelephoneEtiquette

Telephoning1—Makingarrangements

WORDCHECK(I)

installationtheprocessofputtingnewmachinesintoanofficeorafactory

complicateddifficult

technicians<illedtechnicalworker

tosortouttoputright

tofixtoarrange

tomanagetobeabletodosomething,e.g.meetonTuesday

tosuittobesuitableorconvenient

1.LISTENING(I)

Listentothethreetelephonecalls.Asyoulisten,completethetablebelow.

CallNameofpersoncalledNameofcallerReasonforcallResultofcall

1

2

3

2.READANDLEARN

3.PRESENTATION

Thetelephoneconversationsyouheardinthedialoguesincludedanumberofsteps,inparticular:

■Identifyingyourself/yourcompany

■Askingthecallertoidentifyhimself/herself

■Askingforaconnection

■Taking/leavingamessage

■Explainingthereasonforthecall

■Makingappointments

■Signingoff

Nowlookatthelanguageusedinthesesteps.

UdentifyinHvourself/vourcompany

KrondikeElectronics.CanIhelpyou?(atypicalswitchboard)

JohnBirdspeaking

ThisisPeteEdwards

Johnhere

2.Askingthecallertoidentifyhimself/herself

Who'scallingplease?

3.Askingforaconnection

I'dliketospeakto,please.

Couldyouputmethroughto,please.

I'dliketospeaktosomeoneaboutdeliveries,please.

4.Taking/leavingamessage

I'mafraidhe'soutatthemoment.CanItakeamessage?

Canyouaskhimtocallmeback?

5.Explainingthereasonforthecall

ThereasonIcalledis.

Iam(just)phoningto.

6.Makingappointments

CouldyoumanageTuesday?

WhataboutFriday?

Shallwesaytwoo'clock?

Justamoment.I'llgetmydiary.

I'msorry,I'moutallday.

Fridaywouldbefine.

Thatsuitsme.

7.Signingoff

Ilookforwardtoseeingyou.

Thanksforcalling.

Goodbye.

Bye.

4.PRACTICE

Pairwork

StudentA:

1)YouareaPeterson.TelephoneStudentBandasktospeaktoBRogers(youcanusethetitle

Mr/Mrs/Miss/Msortheirfirstname).Youwanttospeaktohim/heraboutanorder.Your

telephonenumberis(0732)435501

2)BRogerscallsyouback.Youwanttoordersomeshoes.Beforeyouorderyouwouldliketo

knowthepricefor10pairsofmodelA293.confirmthepriceandtellhim/heryouwillfaxthe

orderrightaway.

3)YouareATaylor.TelephonesStudentB(BDunn)toarrangeameetingtodiscussyourvisitto

Japan.Youwanttomeetnextweek.Belowisyourdiaryfornextweek.

MondayThursday

MorningMorning

Meetingwithsalesmanager10:00-12:00Lunchwithchildren

LunchwithRossAfternoon

AfternoonPreparereportBoa，dMeeting14:30-17:00

TuesdayFriday

MorningMorningLeaveforJapan

AfternoonvisitRossfactory14:00-18:00afternoon

WednesdaySaturdaySunday

Morning09:00meetsalesreos

11:00drivetoManchester

AfternoonVisittwoclients

15:00—Mrpeacock

16:00—MissDavis

Telephoning2InformationHandling(LatePayment)

Focus:Makingphonecallstochaselatepayments

WORDCHECK(II)

invoiceb川

paymentmoneygiveninreturnforgoodsorservices

totransfermove,e.g.money,fromoneplace,e.g.abank,toanother

tosortout(aproblem)solve

enquiryquestion

tocreditputmoneyintoanaccount

roundfigurenumberendingin0,e.g.3,500

achargemoneythatmustbepaidforaservice

toconvertchangefromonecurrencytoanother

1.LISTENING(II)

Listentoaseriesofthreephonecallsaboutlatepaymentofinvoices.Asyoulisten,completethe

tablebelow.

Calll

Nameofcaller:

Personcalled:

Dateofinvoice:

Action

-What:

-When:

Call2

Bankaccountdetails:

Number:

-Bankname:

Action

-What:

-When:

Call3

Companyname:

Credit

-Actualamount:

-Expectedamount:

-Day:

2.READANDLEARN

3.PRESENTATION

Inthephonecalls,thepartiesusedthefollowingtechniquesforhandlingproblems:

■Askingforrepetition

■Askingforclarification

■Askingforverification

■Askingforspelling

■Correctinginformation

Belowaresomesentencesthatyoucanuse:

1)Askingforrepetition

Youmayneedtoaskforrepetitionintwosituations:ifyoudidn'thearwhatwassaid,orifyou

didn'tunderstandwhatwassaid,

A:ifyoudidn'thear,youcanuseoneofthesephrases:

Sorry?(witharisingintonation)

Pardon?(witharisingintonation)

Pardonme?(witharisingintonation)(US)

Excuseme?(witharisingintonation)(US)

Anotherstrategyistostateyourproblemandthenmakearequest.

Statingyourproblem:

(I'm)sorry.Ididn'thearwhatyousaid.

Ididn'tquitecatchwhatyousaid.

Ididn'tquitecatchthat.

Makingyourrequest:

Couldyourepeatv/hatyousaid,please?

Couldyourepeatthat/saythatagain,please?

B:Ifyoudidn'tunderstand,youcanstateyourproblemandthenmakearequest:

Statingyourproblem:

(I'm)sorry.Idon'tquitefollowyou.

Idon'tunderstandwhatyou/vejustsaid.

Makingyourrequest:

Couldyougooverthatagain,please?

2)Askingforclarification

Iyoufeelthespeakerisbeingvagueorimprecise;youcanuseoneofthefollowingexpressions

toaskformoreprecise

Information:

Whatdoyoumean,exactly?

Whatexactlydoyoumeanbyincorrectbankdetails'?

Couldyouexplainwhatyoumean,please?

3)Askingforverification

Ifyouwanttocheckthatyouhaveunderstoodwhatthespeakerhassaid,youcanuseoneof

thefollowingexpressions:

DidyousaytheBankofScotland?(stressed,tocheckthatitisthecorrectword)

Letmejustcheck.Theaccountnumberis40211686.Isthatright?

4)Askingforspelling

Can/Couldyouspellthat,please?

5)Correctinginformation

Itisquitecommonotsoftenacorrectionbyusingapoliteformulabeforemakingthecorrection:

(Excuseme.)Notthe30th.The13th.

(Sorry,that'snotquiteright.)Itshouldbethe13th,ratherthanthe30th.

(Sorry,Ithinkyou'vemadeamistake.)The13thratherthanthe30th.

4.PRACTICE

Pairwork

4.1StudentA:YouaretheMarketingManagerofVitaco；amajorsupplierofpharmaceutical

products.NextmonthyouarespendingtwodaysintheRepublicofSurnamiatotryandboost

businessthere.Atpresentyouworkthroughasmallagency,surimport.Youragenttherehas

agreedtoarrangeanumberofvisitstoprospectivecustomers.However,youarenotconvinced

thatyouragentisreallylookingafterVitaco'sinterestsandarekeentoshowhim/herthatthis

visitisimportantforthefuturerelationshipbetweenyourtwoorganizations.

Callyouragentandaskfordetailsofthevisits.Thevisitsneedtobefittedintoandwritteninto

thetimetablebelow.

DaylDay2

08:0008:00

09:0009:00

10:0010:00AddresstoAnglo-surnamia

11:0011:00friendshipClub

12:0012:00

13:00LunchwithChamberofCommerce13:00

14:00till14:3014:00

15:0015:00

16:0016:00

17:0017:00flighttoMansuria

18:0018:00

19:0019:00

20:00DinnerWithCommissioner20:00

21:0021:00

4.2StudentA:YouaretheagentforStudentB'scompany(Komestico)intheRepublicof

Mansuria.Youragency,Mansimport,representsanumberofdomesticappliancecompanies.

However;youhavebeenabletonegotiatebetterdiscountswithdomestico'scompetitorsand

thereforearebetterabletoselltheirproducts.YouhavemetDomestico'sMarketing

Manager(StudentB)beforeandyoudidnotlikehis/heraggressivemanner.Nevertheless,you

wouldliketocontinuetorepresentDomesticoastheyhaveonegoodproductwhichyoucansell

quiteeasily.

Domestico/sMarketingManagerhasinformedyouthathe/sheintendstovisitMansuriafortwo

daysnextmonthandhasaskedyoutosetupanumberofvisitstoprospectivecustomers.You

don'treallywanthim/hertocome.Atthelastminuteyouhavecontactedafewprospective

customers.Belowareyournotes.StudentBisgoingtocallyoutoaskyouforthedetails.

BeforeStudentBcallsyou,writeintthenamesofthecompaniesandcontactsforthevisits.Use

yourimaginationtoinventsomesuitablenamesforthephoneconversation.

Company:Contact:Visit:Day11030

Company:Contact:Visit:Day212.30

Company:Contact:Visit:Day114.30

Company:Contact:Visit:Day212.30

Company:Contact:Visit:Day111.30

Company:Contact:Visit:Day21630

Unit4SalesReview

WORDCHECK

targetlevel,e.g.ofsales,toaimfor

performancehowgoodorbadtheresultsare

productthingwhichismadeormanufactured

tolaunchtoputanewproductonthemarket

peakhighestpoint

unitsngleproduct

steadilyinaregularorcontinuousway

tosettletostayatthesamelevel

rapidlyquickly

slightlynotverymuch,alittle

resultsoutcomeoftheyear'strading

1.LISTENING

Listentothesalesreview.Asyoulisten,matchthemodelnumberoftheproducttothegraph.

Models:A1456,B2456,C3456

Graph1

Salesperformance:Model___________________________

year

Graph2

Salesperformance:Model___________________________

year

Graph3

Salesperformance:Model___________________________

2.READANDLEARN

Unit5ProjectReporting

Focus:Twocolleaguesdiscussingtheprogressofamarketingcampaign

WORDCHECK

original(plan)first,initial

preliminary(test)beforestartingthemainstage,initial(small-scale)...

torun(rest)do

encouragingsnowingpositiveresults

toscaleupincreasetogreatervolume

toolingmachinesneededforproduction

promotionliteratureleaflets,posters,etc.,usedtopublicize/advertise

mediacoveragereports,publicityinnewspapers,onTV,etc.

1.LISTENING

Listentothedialogueinwhichtwocolleaguesdiscusstheprogressofamarketingcampaign.As

youlisten,completethekeyfortheprojectplannerbelow

PROJECTPLANNING

SeptOctNovDecJanFebMarAprilMay

(now)

□

XXX

OOO

Key

a.

□b.

c.

XXXd.

OOOe.__________________________

2.READANDLEARN

3.WORDSTUDY

Matchthewordsonthelef:withtheirclosestequivalents(synonyms)ontheright

1.Preliminarya.toprepare...

2.torun(atest)b.inlimitedquantities

3.toreach(atarget)c.tohave...

4.toscaleup(production)d....informed

5.Toworkon(something)e.astage

6.aphasef.initial

7.onasmallscaleg.toincrease...

8.(keepme)upondateh.Tocarryout

9.tohold(apressconference)i.toachieve

10.(tellme)wherewestandj....whatthepositionis

4.PRACTICE

Pairwork

Discussthetimingofaprojectinvolvingthelaunchofanewproduct.

StudentA:Usetheprojectplannerbelowtoansweryourpartner'squestionsaboutproject

timing.ThepresentdateisAugust15th.

PROJECTPLANNER

LastyearThisyear(now)Nextyear

1

JFMAMJJAS0NDJFMAMJJAS0NDJFMAMJJAS0ND

八SS、

•工Ui=；」,-■:支A.A.A.A

•=presenttestresults

=productdevelopment=preparenationallaunch

©=prototypeready■=pressconference

、

=testmarket二三斤=advertisingcampaign

殁225=collectresults▲=launchdate

Unit6PerformanceAnalysis

Focus:Atelephonecallbetweentwocolleaguesdiscussingquarterlyresults

WORDCHECK

quarterlyevery3months

toclear(sales)reach...

topickup(anorder)get,win...

stocklevelamountofstock(goods)instores

toreconthink

recessioneconomicdeclineinanarea/country

tobottomoutreachthelowestpoint

boomfasteconomicgrowth

1.LISTENING

ListentothetelephonecallbetweenaEuropeanSalesManagerandherFrenchareasalesman.

Theyarediscussingquarterlyresults.Asyoulisten,completethefiguresbelow.

ProductForecastActual(lastquarter)

ZellonRange

Artemis650,000

HedonA代ershave

MinosFace-cream

2.READINGANDLEARN

3.WORDSTUDY

Completetheexpressionsbymatchingtheverbsontheleftwithanappropriatephraseonthe

right.Notethat,inafewcases,morethanonephrasemaybeappropriate.

11.tocleark.abigorder

12.tofix1.forameeting

13.topickupm.withanewproduct

14.tocutn.£200,000worthofsales

15.toappealto0.yourproblem

16.topulloutofP-anoptimistictarget

17.togettogetherq-youngconsumers

18.toappreciater.anopportunity

19.tomisss.therecession

20.tobesuccessfult.stocklevels

4.PRACTICE

ExchangeinformationaboutXion'sperformanceoverthelast18months.

StudentA:Completetheinformationchartbelowbyaskingyourpartnerquestions.Yourpartner

willaskyouabouttheinformationyouhave.

XIONCOMPANYRESULTS

Lastyear(previousyear'sresultsinbrackets)Thisyear:(firstsixmonths)

Turnover:250,000(280,00C)$__________

Profits:$__________($___________)$__________

Shareprice:$6.70($7.80)$6.90

XIONSTRATEGICOBJECTIVES

LastyearThisyear

1.JointventureinJapan:dealsignedOctober1.Introductionoffranchises:firsttwo

2.Restructuringofmanufacturing:introducedinMay

2.Newprofit-sharingscheme:

3.Saleofloss-makingagriculturebusiness:

Unit7ArrangingaConference

Focus:Threecolleaguestryingtoarrangeasalesconference

WORDCHECK

issuediscussiontopic

facilitiesrooms,equipment,etc.,conference...,leisure...

tosettleforagreeto(ofteninvolvingsomecompromise)

delegateparticipant,representative(e.g.ataconference)

tosortoutarrange

1.LISTENING

1.1Informationtransfer

ListentotheextractfromameetingcalledtoarrangeaEuropeanSalesConference.Asyoulisten,

completethesecretary'snotesbelow.

Con/wnce/

present?..Sheila/,.1loyv,.Tracy

2

3

1...

to-be^ccmfLrmed/witiv

2以诲k

...C*per,dele^at&Q).

1.2Communication

Assessthemannerofthethreeparticipantsinthemeetingintermsofassertivenessand

submissiveness.VnotveryJVquiteJVJvery

AssertiveSubmissive

Sheila

Ron

Tracy

2.READANDLEARN

3.WORDSTUDY

Findthewordorexpressionintheboxwhichisclosestinmeaningtothewordsinitalicsinthe

expressionsbelow.

a.travelb.fixc.Isthatallinclusive?d.Items

e.locationf.agreetog-arrange

h.opinioni.takingplacej-cannotbeconsidered

1.Therearethreeissuesweneedtodiscuss...

2....havetosettleforSeptember...

3....atradefaircomingupattheendof...

4.Augustisout...

5.HardlytimetogetovertoLondon...

6.Can'twemakeitthesecondweekend...?

7.I'vefoundtheidealspot...

8.Doesthatincludeeverything?

9....tosortoutthedetails...

10.What'syourview,Ron?

4.PRACTICE

Pairwork

Makeanarrangementforameetingtodiscusssomenewpolicyquestions.

StudentA:YouwanttoarrangeameetingwithStudentB.Usethediarytofixasuitabletimeand

placeforameetingnextweek.

MonTuesWedThursFri

9:00诂tv-Treble/干MrCrvGs年wCttvRow

MixnZch/Head/Office,Derby

11:00DentUt

13:00Lunch'vvitK

15:00⑷心科ReportWeekendvrv

Wale&

17:00Flightbach

19:00

Unit8CompetitiveAdvantage

Focus:AseniorDirectortalkingaboutthecompetitivepositionofhiscompany.

WORDCHECK

SWOTStrengths,Weaknesses,Opportunities,Threats

toperceivesee,feel

user-friendlyeasyforuserstooperate

valueformoneyqualityinrelationtoprice

help-deskaftersalestelephonesupport

fieldmaintenancerepairscarriedoutatcustomerpremises

penetrationpercentagemarketshare

profilereputationandawarenessinpubliceye

directmailsellingbysendingpromotionmaterialthroughtheposttoprospective

customers

customerbasenumberofcustomers

tocapitalizetakeadvantageof

1.LISTENING

ListentoapresentationgivenbyaDirectorofNETCOUNTSoftwareLtd,asupplierofaccounts

so代waretosmallbusinessusers.Heoutlinesthecompetitivepositionofthecompany.Asyou

listen,completethetablebelow.

Strengths1.Opportunities1.

2.2.

Weakness1.Threat1.

2.READANDLEARN

3.WORDSTUDY

Thefollowingexercisefocusesonbuildingvocabularytodescribeproducts,companiesand

services.Completethetable.Thefirstonehasbeendoneforyou.

QualityPositiveadjectiveNegativeadjective

friendlinessfriendlyunfriendly

s