《 市场营销英语》 课件U5 Understanding Your Customers Insights from Pangdonglai

点击职业英语主编：史洁职业英语模块ZoomIn实用市场营销英语新世纪高等职业教育行业英语类课程规划教材05UnitUnderstandingYourCustomers:InsightsfromPangdonglaiPartⅠChatFreelyJamie:Sarah,I’verealizedmylackoflisteningheldmebackatwork.HowcanItrulystartprogressingnow?Sarah:First,adoptagrowthmindset.Remember,everysetbackisachancetolearn.Stayhungry forknowledge.Jamie:Butnewtaskskeepoverwhelmingme.Ifeellikegivingup.Sarah:That’swhen“attitudedecideseverything”matters.Facechallengeswithpositivity.You’llfindsolutionsifyoustaydetermined.Jamie:There’ssomuchIdon’tknow.I’membarrassedtoask.Sarah:Don’tbe!Beinghumbleandaskingquestionsiskey.Evenexpertslearnfromothersdaily.ChinesePartⅠChatFreelyJamie:WhatifIencounterproblemsnooneseemstohavesolved?Sarah:Keepinmind,therearealwaysmoresolutionsthanproblems.Brainstorm,research,and thinkoutsidethebox.Jamie:SometimesIfeellikeI’mstuckinoldwaysatwork.Sarah:Flexibilityiscrucial.Adapttochanges,beopentonewideas,andadjustyourapproachasneeded.Jamie:Thanks,Sarah.I’mreadytoputallthisintoaction!Sarah:You’vegotthis!Consistencyinlearningandadaptingwillleadtorealprogress.Goodluck!ChinesePartⅠChatFreely如何在工作中进步？杰米:莎拉，我意识到不会倾听阻碍了我的工作。我现在该怎么真正开始进步呢?莎拉:首先，培养成长型思维模式。记住，每一次挫折都是学习的机会。保持对知识的渴望。杰米：但新任务不断这让我不堪重负。我想放弃。莎拉:这正是"态度决定一切"发挥作用的时刻。坚持下来并且以积极的心态面对挑战，你一定会寻找到解决方法的。杰米:我不知道的事情太多了。我不好意思问。莎拉:不要这样！谦虚和提问是关键。即使是专家也会每天向他人学习。BackPartⅠChatFreely杰米:如果我遇到似乎没有人能解决的问题怎么办？莎拉:记住，解决方法总是比问题多。头脑风暴、研究和跳出思维定势。杰米:有时候我觉得我在工作中还是老样子。莎拉:灵活性至关重要。适应变化，接受新想法，根据需要调整你的方法。杰米:谢谢，莎拉。我准备把这一切付诸行动！莎拉:你能行的！持续不断的学习和适应会带来真正的进步。好运！BackPartⅠChatFreelyPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussion

WhichofthetipssharedbySarah—maintainingagrowthmindset,stayingpositive,beinghumbleenoughtoaskquestions,believingsolutionsoutnumberproblems,orbeingflexible—willbethemostchallengingforyoutoapplyinyourfuturecareerdevelopment?Why?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionswithyourgroupmembers:Haveyoueverstoppedshoppingatastorebecauseyoufeltthestaffneithercaredaboutyourneeds,nortrulysaworunderstoodyou?Ifyes,whatexactlyhappenedduringthatexperience?PartⅡReadDeeplyUnderstandingYourCustomers:InsightsfromPangdonglai

Intoday’ssupercompetitive businessworld,winningovercustomersislikegoingonatreasurehunt.Andguesswhat?Pangdonglaihashadagreatsuccessandissharingitssecrets.

ThemomentyoustepintoaPangdonglaistore,it’slikeyou’vewalkedintoafriendly neighborhoodgatheringplace.Assumeyou’reintheelectronicspart.Youmightbelookingaround,abitconfusedbyallthenewdevices.Beforeyouknowit,astaffmembercomesupwithabigsmileandsays,“Hey,whatcoolthingsareyoulookingtodowithtech?”Ifyoulovewatchingmoviesonyourcomputer,he/shewon’tjustusealotofcomplicatedwordsonyou.He/Shewillsityoudownandexplaininsimplewordshowthescreenandsoundwillmakeyourmovienightsamazing.He/Shemightevenshowyouashortmoviecliptoproveit.ChinesePartⅡReadDeeply

Now,headovertothegroceryarea.Pangdonglaigetsthatfoodshoppingcanbeeitherboringorfun.Forthosewhocareabouteatinghealthily,Pangdonglaihasgotlotsoffresh,andlocalorganicfood.It’slikehavingafarmers’marketinsidethestore!Andifyou’renotsurewhattocookfordinner,noproblem.Itsin-store“foodexperts” (thechefs)arereallyreadytogiveyougreatrecipeideas.YoutellthemyouhavesomechickenandwantsomethingAsian-flavored.They’lltellyouhowtomakeadeliciousteriyakichickenstir-fryandpointyoutoalltheingredientsyouneed.

Lily,aregularatPangdonglai,exclaimed,“Iusedtohategroceryshopping,butPangdonglai changedthat.LastweekIwantedtomakeaspecialmealanditschefgavemetheperfectrecipe.Theingredientsweregreat,andthewholeprocesswassomuchfun.It’snotjustastore;it’san experience.”Indeed,groceryshoppingherefeelslikeanadventure.ChinesePartⅡReadDeeply

Let’slookatfashion.Intheclothingareas,whetheryou’reayoungpersononatightbudget orsomeonewholovesluxuryfashion,Pangdonglaihassomethingforyou.Ifyou’reastudenttryingtolookgoodwithoutspendingmuch,thestylistsbecomeyourshoppingbuddies.They’ll searchthroughtherackstofindacheapbuttrendytopthatyoucanpairwithyourjeansindifferentways.Andforpeoplewhohaveahardertimefindingclothesthatfitwellbecauseoftheirsize,Pangdonglai’splus-sizeselectionisarealblessing.Thestafftherearetrulylikehelpfulfriends,makingeveryonelooktheirbestandfeelconfident.

Whenitcomestoquality,Pangdonglaiisreallyoutstanding.Inthecosmeticsarea,youdon’tneedtoworryatallbecauseit’sgotaverystrictcheckingsystem.Itsstaffcarefullylookateachitemtomakesureit’stherealdeal.Andifyou,asacustomer,feelabitunsureafterbuyingsomething,itsreturnpolicyissupereasy.Justbringyourreceipt,andit’lltakecareofeverything.ChinesePartⅡReadDeeply

Inmarketing,buildingstrongcustomerrelationshipsisthecornerstoneofsuccess.It’sabout farmorethansingletransactions;itfollowstheideaof“puttingcustomersfirst”and“doing unto customersasyouwouldhavethemdountoyou”.Whenbusinesses,likePangdonglai,deeply understandandmeetcustomerneeds—whetherthroughpersonalizedservice,qualitychecks,orcustomizedproducts— theybuildloyalty.Thisloyaltyturnscustomersintobrandambassadors, promotinggrowth.Intoday’scompetitivemarketwithsomanychoices,masteringcustomerrelationsiswhatmakesabrandshineandensuresitslong-termprosperity.ChinesePartⅡReadDeeply懂你的客户：来自胖东来的高见在当今竞争激烈的商业世界中，赢得客户就像是一场寻宝游戏。而这方面胖东来已经大获成功。让我们来分享一下它的秘诀。当你走进胖东来的一家门店时，就像走进了一个友好的社区聚会场所。假设你在电子区，你可能会四处看看，被各种新奇的设备弄得有点困惑。不知不觉中，一位店员带着灿烂的微笑走过来，问道：“嘿，你想用科技做些酷炫的事情吗？”如果你喜欢在平板电脑上看电影，他们不会向你介绍一堆复杂的术语，而是会坐下来，用简单的语言解释屏幕和声音将如何让你的电影之夜变得精彩。他们甚至可能给你看一段短片来证明这一点。BackPartⅡReadDeeply现在，我们前往杂货区。胖东来知道食品购物可以是无聊的，也可以是有趣的。对于那些关心健康饮食的人来说，胖东来备有大量的当地新鲜有机食品，就像在商店里设置了一个农贸市场！如果你不知道晚餐该做什么菜，没问题。他们店里的“食品专家”（厨师）会很乐意给你提供美味的食谱创意。你告诉他们你想吃鸡肉，想做一些亚洲风味的菜品。他们就会告诉你如何做一道美味的照烧鸡炒饭，并告诉你需要的所有食材。

Lily是胖东来的常客，她感叹道：“我以前讨厌去杂货店购物，但胖东来改变了这一点。上周我想做一顿特别的饭，他们的厨师给了我完美的食谱。食材很棒，整个过程非常有趣。它不仅仅是一家商店；这是一种体验。”的确，在这里购物感觉就像一次冒险。BackPartⅡReadDeeply让我们来看看时尚区。在服装区，无论你是预算紧张的年轻人还是喜欢高端时尚的顾客，胖东来都有适合你的一款。如果你是学生，想在预算有限的情况下买件不错的衣服，造型师会成为你的购物伙伴。他们会翻遍架子，找到一件既便宜又时尚的上衣，能让你用牛仔裤搭配出不同的风格。对于那些因为身材问题而难以找到合身衣服的人来说，胖东来的加大码选择简直是天赐之物。那里的员工真的就像乐于助人的朋友，让每个人都看起来因穿出最好的状态而充满自信。在质量方面，胖东来确实非常出色。在化妆品方面，你们完全不用担心，因为他们有一套非常严格的检测系统。他们的员工会仔细检查每件商品，以确保是正品。如果你作为顾客在购买后感到有点不放心，他们的退货政策非常人性化：只需带上收据，他们会处理一切。BackPartⅡReadDeeply在营销中，建立牢固的客户关系是成功的基石。这远不止是单一的交易；它体现了“客户至上”和“己所不欲，勿施于人”的理念。当像胖东来这样的企业深刻理解并满足客户的需求时——无论是通过个性化服务、质量保证还是定制产品——他们培养了忠诚度。这种忠诚度将客户转化为品牌大使，推动彼此共同成长。在当今竞争激烈、选择众多的市场中，抓住客户关系是使品牌闪耀并确保其长期繁荣的关键。BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyLifelongLearning:EmbraceYourCuriosity

Asalifelonglearner,it’simportanttobecuriousandopen-minded.Youhavetobeopentonewexperiences,bothgoodandbad,andtowhattheycanteachyou.Inaway,beingalifelonglearnermeanshavingafearofmissingoutontheopportunitytolearnanddosomethingnewoutsideyourcomfortzone.Alwaysaskquestions—ofyourself,ofpeopleyouknow,oftheInternet.Embracenewexperiences,forcuriositykeepsthemindyouthful,drivingyoutoexplorenewandunknownareas.AsSocratesoncesaid,“Theunexaminedlifeisnotworthliving.”Nurtureitdaily,andlifelonglearningbecomessecondnature.PartⅡReadDeeplyTraditionalChineseCulture“童叟无欺”讲的是买卖公平、诚信经营，其内涵历经岁月沉淀，始终稳固。从古代集市的吆喝声，到现代电商的直播间；从传统老字号的金字招牌，到新兴品牌崛起时的宣传，这条商道基石贯穿千年商业史。对营销而言，它是打开消费者信任之门的密码。在当下信息高度透明、欺诈成本剧增的市场环境里，坚守“童叟无欺”，不仅能快速赢得消费者信赖，树立良好口碑，还能提升复购率，让品牌在激烈竞争中屹立不倒，成为品牌穿越时代的营销底层逻辑。PartⅡReadDeeplyUseofMarketingModel:RFMModel

TheRFMmodelinmarketingisusedtoanalyzecustomervalue.Thismodeliswidelused incustomerrelationshipmanagementtoidentifyandtargethigh-valuecustomers.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:SavingtheCampusTree-plantingCampaignTaskBackground

AsmembersofthecampusEcologyClub,youlaunchedatree-plantingactivity.Butitdidn’tgowell.Onlyafewstudentscame,andmanysaplings(树苗)wereleftunused.WithabudgetofRMB500,yourjobistomakethisactivitysuccessful.PartⅢPracticeMoreRevisedInstructions

Yourtaskistosolvethe“SavingtheCampusTree-plantingCampaign”challenge.Workinteamstoresearchtheproblem,designsolutions,andprepareapresentation(PPT/short play/marketingdocument)toshareinclass.Here’show:1.Out-of-classPreparationFormteams (project manager,marketresearcher,marketingstrategist,budgetcontroller,etc.).Conductsurveys/researchtofindwhythecampaignfailedtillnow.Createasolution(marketingstrategy,eventplan,etc.)andbuildyourpresentation.PartⅢPracticeMore2.In-classShowcase

Presentyourwork(6minsperteam)→Explainyourresearchprocess,solutions,andhow you’llrevivethecampaign.3.ClassDiscussion

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreToencouragestudentengagementincampustree-plantinginitiative,wewillimplementthefollowingsteps:MarketInsights:Conductsurveysandfocusgroupstounderstandparticipationbarriers(e.g.,schedulingconflicts,lackofawareness)andgatherpreferencesforeventtimingandincentives.CreativePromotions:Developattractivecampaignsincluding:"GreenHourRewards":Specialgiveawaysforparticipantsduringpeakplantingtimes；Loyaltyincentiveslike"Eco-Points"thatcanberedeemedforsustainablegifts.DigitalEngagement:Launchasocialmediachallengeusingspecialhashtag,encouragingstudentstosharetheirplantingexperiences.Utilizecampusappstoprovidereal-timeupdatesonplantinglocationsandprogress.InteractiveEvents:Organizethemedplantingdaysandeducationalworkshopsonsaplingcaretoenhanceengagement.Partnerwithenvironmentalclubsforexpertguidance.FinancialPlanning:Establishabudgetcoveringeffectivemarketingstrategies,improvementsinpromotionalmaterials,andeducationalresources.Seekadditionalsupportthroughpartnershipswithsustainability-focusedstudentgroups.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingHaier—AGlobalLeaderinHomeAppliancesandBeyond

IntroductiontoHaierGroup

HaierGroupwasfoundedin1984andisagloballeaderinhomeappliancesanddigitaltransformation.Thecompanyaimsto“createunlimitedpossibilitieswithboundlessecology”to improve livesworldwideandsupportindustrialgrowthwithecologicalpartners.PartⅢPracticeMore

FocusonUserNeedsandTechnology

Focusingontherealeconomy,Haieremphasizesuserneedsandoriginaltechnology.Itoperatesinthreemainareas:smarthomesystems,healthindustrysolutions,anddigitaleconomyservices.Haierhasestablished10researchanddevelopment(R&D)centers,71researchinstitutes,35industrialparks,163manufacturingcenters,andanetworkof230,000salesoutlets.In2024,Haier’sglobalrevenuereachedUSD55.9billion,withan8%growthcomparedtothepreviousyear,while itstotalprofitwasUSD4.2billion,upby13%.Thecompanyemploysabout130,000people.PartⅢPracticeMore

RecognitionandAwards

Haierhasreceivedseveralawardsforitsachievements.Itistheworld’sonlyIoTEcosystem BrandthathasbeenrankedintheKantarBrandZTop100MostValuableGlobalBrandsfor7consecutive(连续的)years.Additionally,HaierhasrankedamongtheTop10intheGoogle&KantarBrandZChineseGlobal BrandBuildersfor9consecutiveyears,heldtheNo.1positioninEuromonitorGlobalMajorAppliancesBrandfor16consecutiveyears,andhasbeenselectedasoneofTheWorld’s 500MostInfluentialBrandsbytheWorldBrandLabfor21consecutiveyears.PartⅢPracticeMore

DiverseBrandPortfolio(品牌组合)andListedCompanies(上市公司)

Haieroperatessixlistedcompanies,includingHaierSmartHomeandHaierBio-Medical.Itsbrandportfolioincludeswell-knownnamessuchasHaier,Casarte,andGEAppliances.Thecompanyfocuses onuserneeds,constantlyupdatingproductsandservicestocreatevalue.

CommitmenttoSustainabilityandInnovation

Lookingahead,Haierisdedicatedtosustainabledevelopmentandgreenpracticeswhileimprovingcorporategovernance.Itsinnovativetechnologieshelpusersbecomecreatorsoftheirbetterlives.ByusingIoT,bigdata,andartificialintelligence,Haierprovidespersonalizedexperiencesandvaluablelifeservices.PartⅢPracticeMore1.WhatisthemaingoalofHaierGroup?A.Toincreasecompanyprofits.B.Topromotesustainabledevelopment.C.Toenhancethequalityofusers’lives.D.Toexpandintointernationalmarkets.2.InwhichkeyareasdoesHaierprimarilyoperate?A.Manufacturing,education,andlogistics.B.Tourism,automation,andtelecommunications.C.Smarthomesystems,healthindustry,anddigitaleconomy.D.E-commerce,finance,andagriculture.PartⅢPracticeMore3.WhatwasHaier’sglobalrevenuein2024?A.USD32.5billion.B.USD55.9billion.C.USD72.5billion.D.USD4.2billion.4.HowmanyconsecutiveyearshasHaierbeenrankedintheKantarBrandZTop100MostValuableGlobalBrands?A.4years.B.5years.C.6years.D.7years.PartⅢPracticeMore5.HowdoesHaiersupportthepersonalneedsofusers?A.Byofferingfixedproductdesigns.B.Bycontinuallyupdatingproductsandservices.C.Byincreasingthenumberofsalesoutlets.D.Bylowering product prices.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Respectfulcommunicationissomethingweusuallytakeforgranted.However,whenit’slacking,wesurelynoticeit.

However,tofosterrespectfulcommunication,it’snotenoughtosay“please”or“thankyou” andbedonewithit.Therearedifferentwaysinwhichrespectisreflectedincommunication.

Whatdoesrespectfulcommunicationmean?

Respectfulcommunicationreferstoourcapabilitytoexpressourviewsandlistentotheviewsofothers.

Thisisparticularlyimportantwhentherearesomeconflictsinmarketingoranykindofmiscommunication.Forahealthyatmosphereinmarketing,collaborationisofutmostimportanceandthat’swhererespectfulcommunicationcomesintoplay.HowtoAchieveRespectfulCommunicationinMarketingPartⅢPracticeMore

Naturally,ourcommunicationstyleinfluencesourbehaviorandrelationshipswithourcoworkers.Thekeytoachievingaharmoniousworkplaceistobepositiveinourcommunication—sincethiscommunicationstyleimpliesmutualrespect.

Whatistheroleofrespectinmarketingcommunication?

For ahealthyworkingenvironment,respectisamust.There’snodoubtaboutit.Itinfluences productivityand overalljobperformanceandemployeesatisfaction.

Namely,researchshowsthat,withoutrespect,evenifemployeeswanttoperformtheirtasks well,theysimplycan’t.

7TipsforAchievingRespectfulCommunicationinMarketing

Ifyou’rewonderinghowyoucanachieverespectfulcommunication,don’tworry.Allyouhavetodoisspell“respect”andhere’salistofourtips:PartⅢPracticeMoreR–recognizetheworkofyourcolleaguesE–encourageopencommunicationandlistentoyourcolleaguesS–speakwithyourcolleagues,notaboutthemP–practicekindnessandpolitenessE–earnrespectfromothersC–considerdisagreeingopinionsT–treateveryonefairlyandequallyPartⅢPracticeMore1.Whatistheprimarypurposeofthispassage?A.Todiscusstheimportanceofproductivityinmarketing.B.Toprovidetipsforachievingrespectfulcommunicationinmarketing.C.Toanalyzethecausesofworkplaceconflicts.D.Toexplainthesignificanceofpolitelanguage.2.Whatistheauthor’sviewonrespectfulcommunicationinmarketing?A.Itisnotessentialformarketingsuccess.B.Itiscrucialforahealthyworkingenvironment.C.Itisonlyimportantincertainsituations.D.Itismerelyaformality.PartⅢPracticeMore3.Inthepassage,theunderlinedword“recognize”isclosestinmeaningto.A.ignoreB.acknowledgeC.criticizeD.forget4.Accordingtothepassage,whatimpactdoesalackofrespecthaveonemployees?A.Itbooststheirconfidence.B.Itpreventsthemfromperformingtheirtaskswell.C.Itleadstoincreasedjobsatisfaction.D.Itencouragesbetterteamwork.PartⅢPracticeMore5.Whichofthefollowingisoneofthetipsforachievingrespectfulcommunication mentionedinthepassage?A.Onlycommunicatewithsupervisors,notpeers.B.Avoiddiscussingdifferingopinions.C.Treateveryonefairly andequally.D.Discusscolleaguesinprivatesettings.PartⅣWorkActivelyTaskOverview:

Youareamarketingstudentandyourteamhasbeenaskedtoevaluatecustomerexperience andloyaltyinasupermarketlikePangdonglai.Pleasecompletethesurveybelow.Part1:CustomerExperience1.Howimportantarethefollowingfactorsforagreatcustomerexperience?(Ratefrom1to5:1=Notim