《 市场营销英语》 课件U7 From Dorm to Global Markets A Students Cross-border Journey

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07UnitFromDormtoGlobalMarkets:AStudent’sCross-borderJourneyPartⅠChatFreelySarah:Jamie,haveyouheard?OurbiggestclientjustswitchedtoanAI-poweredmarketingstrategyovernight.Theindustry’sevolvingfasterthanever!Jamie:Iknow.Everydaythere’s anewtoolortrend.Itfeelslikewe’reinanever-endingratracetryingtokeepup.Sarah:That’sthenatureofourfield.“Changealoneisunchanging”,afterall.Rememberwhenwethoughtemailmarketingwasthegoldstandard?Jamie:Exactly!AndnowAIcangeneratepersonalizedcampaignsinminutes.It’shardnottofeellikewe’refallingbehind.ChinesePartⅠChatFreelySarah:Buthere’sthething:Attitudeiseverything.Insteadoffearingchange,weshouldseeitasanopportunitytolearnandgrow.Jamie:Easiersaidthandone.Witheveryonepushingtobebetter,it’sintense.Howdowefindouredge?Sarah:Bystayingflexibleandbelievingthatsolutionsalwaysoutnumberproblems.Let’stakethatAIcertificationcoursetogether.Knowledgeisourarmour.Jamie:Whatifweinvesttimeandit’suselessamonthlater?Sarah:That’stheriskwehavetotake.Adaptabilityisthekeytosurvivalinthisever-shiftinglandscape.We’renotcompetingwithAI;we’relearningtoworkwithit.ChinesePartⅠChatFreelyJamie:You’reright.It’saboutevolving,notresisting.Butwheredowestart?Sarah:Righthere,rightnow!Let’srollupoursleevesandturnthesechallengesintoourbiggestwins.Thefutureofmarketingisn’tsomethingtowaitfor—it’sourstocreate!Jamie:Exactly!Weshouldbethemastersofourever-evolvingmarketingdestiny!ChinesePartⅠChatFreely唯变不变莎拉:杰米，你听说了吗？我们最大的客户一夜之间转投AI驱动的营销策略了。这个行业的变化速度比以往任何时候都快！杰米:我知道。每天都有新的工具或趋势。感觉我们就像陷入了一场永无止境的激烈竞争，拼命想要跟上节奏。莎拉:这就是我们领域的性质。毕竟，“唯变不变”。还记得我们曾以为电子邮件营销是黄金标准的时候吗？杰米:没错！如今，人工智能可以在数分钟内生成个性化的营销活动。很难不觉得我们落后了。BackPartⅠChatFreely莎拉:但问题是:态度决定一切。我们不应该害怕改变，而应该将它视为一个学习和成长的机会。杰米:说起来容易做起来难。每个人都想变得更好，竞争真的很激烈。我们如何找到自己的优势呢？莎拉:保持灵活，相信解决方案总是比问题多。我们来一起参加那个AI认证课程吧。知识是我们的盔甲。杰米:如果我们投入时间一个月后却毫无用处呢？莎拉:这就是我们必须承担的风险。适应性是在这个瞬息万变的环境中生存的关键。我们不是在与AI竞争，而是正在学习如何与之协作。BackPartⅠChatFreely杰米:你说得对。重要的是进化，而不是反抗。但我们从哪里开始呢？莎拉:此时此刻，让我们撸起袖子，将这些挑战转化为最大的胜利。营销的未来不是等待而来——是由我们亲手创造的！杰米:没错！我们应当成为自身不断演进的营销命运的主宰者！BackPartⅠChatFreelyPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussion

You’veprobablyseenfriendsusingAItowriteessaysorcreateart.Ifyourfuturejobstartsusingsimilartools,andyourcolleaguesseemtoadaptfasterthanyou,wouldyoufeelworried,excited,orsomethingelse?Andwhat’sthefirstthingyou’ddo?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionswithyourgroupmembers:Haveyoueverdreamedofrunninganonlinestore?Whatifyoucouldsellyourproductstopeopleallovertheworld?Butwait—ifyouwantedtoselloverseas,whatdoyouthinkwouldbethebiggestchallengeyou’dface?PartⅡReadDeeplyFromDormtoGlobalMarkets:AStudent’sCross-borderJourney

OpeningStory

“Unbelievable!ThekeychainsImadeinmydormroomarenowsellinginFrance!”exclaimedJack,avocationalcollegemarketingstudent.Whatbeganasasmalltrialofselling300pairsofslippersonTaobaohasgrownintoaninternationalbusiness.WithjustthreesimpleTaobaostrategiesandatranslationapp,heachievedremarkablesuccess.Let’sbreakdownhisjourneysoyoucandothesame.

CaseStudy:AStickerShop’sGlobalExpansion

TheProblem

Jack’sstickershopreceivedoddmessageslike,“ShiptoMars?”(thecustomeractuallymeantMarseille).Therealissue?Poorcommunication.Hisproductdescriptionsweretoovagueforinternationalcustomerstounderstand.ChinesePartⅡReadDeeply

ThreeEasySolutions

1.ClearPhotos:Replacefuzzyimageswithsharponesthatshowexactsizes.Forexample,Jackusedarulertoshowhisstickerswere10cmby5cm.Agoodphotosaysmorethanageneric “nicedesign”description.

2.FriendlyChat:Talktocustomerslikefriends.Swap“Dear” for“Hey!”andprepare5quick replies,suchas“Shippingcostisincluded.”Awarmtonemakescustomershappier.

3.SmartShipping:Skipslowlocalcouriers.ChooseserviceslikeAliExpress.Theymaynotbethefastest,buttheyreachcustomersaroundtheworld.

TipsforSellingGloballyonTaobao

•SizeMatters:InChina,“one-size”oftenmeans“fitsmost”.Butinternationalbuyersneedrealmeasurements.Jacklearnedtosay,“China’sXLisroughlylikeaUSL”tocutdownonquestions.

•GetReviews:Chinesebuyersmightjustwrite“Good”.Foreigncustomersmayneedan incentive.JackofferedafreestickerpackforTikTokunboxingvideos.Morereviewsmeanmoretrustandsales.ChinesePartⅡReadDeeply

ThreeKeyTricksforSellers

1.SmartPricing:Whensettingpricesforoverseasbuyers,usealittlepsychology.Splittotal priceintoitemcostandshipping (e.g,10currencyas9.6fortheitem+0.4forshipping).Sametotal,buttheloweritempriceattractsbuyers,makingthemfeelit’sagooddeal.

2.GroupDeals:Encouragegrouporders.Offerfreeshippingfor5ormoreitems.Classmates andfriendswillshareyourshoptosaveonshipping.

3.QuickRefunds:Ifacustomerhasanissue,haveasimplerefundscriptready,like“Hi,can youprocessa$2refund?Here’saphotooftheproblem.”Templatessavetimeandkeepserviceconsistent.ChinesePartⅡReadDeeply

MoreUsefulTips

•SellSmallItems:Choosesmall,lightproductslikekeychainsoverbigfurniture.Theycost lesstoship,breaklessoften,andsellwellworldwide.

•KnowTimeZones:Rememberwhenyouroverseascustomersareawake.IfBrazilians messageat3a.m.yourtime,setanauto-reply:“Bebacksoon.”Thiskeepsthemfromfeelingignored.

•RespectCultures:Differentcountrieshavedifferentlikes.Forexample,Turkishcustomers oftenloveredpackagingbecauseit’slucky.Payingattentiontothesedetailsmakescustomershappier.ChinesePartⅡReadDeeply

SolvingCommonProblems

•CustomsRules:Beforesellingabroad,checkthecustomsrulesofeachcountry.Someitemsarebannedorrestricted.Askyourteachersorusefreightforwardingservicestostaylegal.

•MoneyChanges:Exchangeratescangoupanddown.Toprotectyourprofits,usetoolsthatlockingoodrates.

•LanguageBarriers:UsetranslationappslikeGoogleTranslate.Keepmessagesshortand simpletomakesureyou’reunderstood.

Jack’sstoryprovesthatyoudon’tneedalotofmoneytostartsellingglobally.WithafeweasyTaobaotips,carefulplanning,andabitofcreativity,youcanturnyoursmallbusinessintoaninternationalsuccess.Areyoureadytostartyourcross-bordere-commerceadventure?ChinesePartⅡReadDeeply从宿舍到全球市场：一个学生的跨境电商之旅开篇故事“难以置信！我在宿舍做的钥匙链已经卖到法国了！”杰克兴奋地叫道。杰克是职业院校市场营销专业的一名学生。最初在淘宝上销售300双拖鞋的小规模试验，已经发展成为一项国际业务。凭借三个简单的淘宝策略和一个翻译应用，杰克取得了非凡的成功。我们来剖析一下他的旅程，这样你也可以同样取得成功。案例研究-贴纸网店的全球扩张之路问题杰克的淘宝贴纸店收到了诸如“运输到火星？”的奇怪消息（顾客实际上指的是马赛！）。真正的问题在哪里？在于沟通不畅。杰克的产品描述对于国外顾客来说过于模糊，难以理解。BackPartⅡReadDeeply三个简单的解决方案1.清晰的图片：将模糊的图像替换为显示精确尺寸的清晰图像。例如，杰克用尺子标注贴纸尺寸为10cm*5cm。一张优质图片胜过千篇一律的“设计精美”式描述。2.友好的聊天：像朋友一样与顾客沟通。把“亲爱的”换成“嘿！”，准备5个快捷回复，比如“包邮”。暖心的语气会让顾客更开心。3.智慧的物流：跳过慢吞吞的本地快递。选择像全球速卖通这样的服务。它们可能不是最快的，但它们的服务遍布世界各地。在淘宝上进行全球销售的小贴士•尺码很重要：在中国，“均码”通常意味着“最适合”。但国际买家需要确切的尺寸标准。杰克学会通过说“中国的XL=美国的M”来减少问题。•获取评价：中国买家可能只会写“不错”。外国顾客可能需要激励。杰克曾通过赠送免费贴纸套装，鼓励用户在抖音发布开箱视频。更多的评价意味着更高的信任和销量。BackPartⅡReadDeeply卖家的三个关键技巧1.定价技巧：针对国外顾客定价时，可以使用一点心理学技巧。把总价分成商品成本和运费（比如10块分成9.6块商品价格+0.4块运费）两部分。总价不变，但商品稍便宜能够吸引买家，让他们感觉很实惠。2.团购订单：鼓励团购。购买5件或以上商品免邮。同学和朋友会分享你的店铺以节省运费。3.快速退款：如果顾客有问题，准备一个简单的退款脚本，比如“你好，你能处理2美元的退款吗？这是商品问题的图片。”模板可以节省时间并保持服务的一致性。BackPartⅡReadDeeply更多有用的贴士•出售小件物品：选择小而轻便的产品，比如钥匙链，而不是大型家具。它们的运输成本较低，不易损坏，并且在全球范围内卖得好。•了解时区差异：记住海外顾客的作息时间。如果巴西顾客在你当地时间凌晨3点发来消息，可以设置自动回复：“很快回复您”这能避免让对方感到被忽视。•尊重不同文化：不同的国家有不同的喜好。例如，土耳其顾客通常喜欢红色包装，因为这代表着幸运。关注这些细节会让顾客更开心。BackPartⅡReadDeeply解决常见问题•海关规定：在出口之前，请查看每个国家的海关规定。有些物品是被禁止或限制的。问你的老师或使用货运代理服务来保持销售的合法性。•汇率变动：汇率会有涨跌。为保障收益，可借助工具锁定优惠汇率。•语言障碍：使用谷歌翻译等翻译软件。保持信息简短，以确保能被准确理解。杰克的故事表明，开启全球销售并不需要大量资金。掌握几个简单的淘宝技巧，加上精心规划和一点创意，你可以把小生意做成国际品牌。准备好开始你的跨境电商之旅了吗？BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyLifelongLearning:BridgetheGapBetweenKnowledgeandAction

TheancientChinesephilosopherWangYangmingproposed“unityofknowledgeandaction”,stressingthatreallearningdemandsapplication.Manystudentsunderstandtheoriesinclassbutfailtousethem.Theycanrecitegrammarrulesperfectlyordowellinmarketingexams,butfreezewhenit’stimetospeakinreallifeorplananactualcampaign.Totrulyembracelifelonglearning,actonwhatyouknow.Startsmall:applyanewtime-managementtiprightaway.Thisstrengthensyourunderstandingandrevealsknowledge’spossibilities.Don’tjustbeaknow-it-all,beado-it-all,andwatchyourselftransformbeyondlimits!PartⅡReadDeeplyTraditionalChineseCulture“端木遗风”中的“端木”指孔子弟子子贡（本名端木赐）。“端木”是复姓，“遗风”意为遗留下来的高尚风范。子贡深谙儒家“仁、义、礼、智、信”之道，经商时秉持诚信，以义取利，不仅凭借敏锐的商业头脑积累巨富，更以儒者风范践行社会责任；曾资助孔子周游列国，成为“以儒行商”的典范，其精神亦成为儒商文化的千年传承。在现代品牌营销中，“端木遗风”体现为品牌的文化人格化与道德坚守，如一些知名品牌常以“匠人精神”为卖点，通过文化叙事传递品牌价值；茶饮品牌以“古法手作”塑造消费者信任感。这些实践本质上是对“端木遗风”中“义利兼顾”理念的当代诠释，让传统商业伦理在品牌建设中焕发新生。PartⅡReadDeeplyUseofMarketingModel:PESTELforMacro-environmentAnalysis

ThePESTELmodelisatoolforanalyzingthemacro-environmentofenterprises.Throughtheanalysis,enterprisescanbetterunderstandthechangesintheexternalenvironment.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:RevivingWineSalesinTurkeyTaskBackground

AdomesticwinecompanywantstoentertheTurkishmarketbuthaslowsales.Bigproblems comefromculturaldifferences,localrules,andnotknowingwhatconsumerslike.Asanintern,yourjobistoturnthingsaroundandfixthebadstrategiestosellmorewine.PartⅢPracticeMoreRevisedInstructions

Yourtaskistosolvethe“RevivingWineSalesinTurkey”challenge.Workinteamstoresearchtheproblem,designsolutions,andprepareapresentation(PPT/shortplay/marketingdocument)toshareinclass.Here’show:1.Out-of-classPreparationFormteams(marketanalyst,marketingstrategist,andbudgetmanager,etc.).Conductsurveys/researchtofindoutwhat’snotokayinlocalcultures,whatpeopleliketobuy,andthelawsaboutsellingwineinTurkey.Createasolutiontomarketthewinebothonlineandoffline.Makesureallideasrespectlocal cultures.PartⅢPracticeMore2.In-classShowcase

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

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreToimplementmarketingcampaignforlowwinesalesinTurkey,wewillfollowthesesteps:MarketResearch:ConductsurveysandanalyzestoredatatounderstandTurkishdrinkingpreferencesandlocalregulations.Identifypopularflavorprofiles,pricepoints,andconsumptionoccasions.LocalizedPromotions:Developculturally-appropriatecampaignsfeaturingholidayspecialsandfoodpairingguides.Implementastamp-basedloyaltyprogramwithrewardsforrepeatcustomers.DigitalMarketing:LeverageTurkishsocialplatformswithengagingstorytellingcontent.Utilizeinfluencerpartnershipsandinteractivepoststoboostbrandvisibilityandengagement.ConsumerExperiences:Organizein-storetastingsandhostwineworkshopsatkeylocations.Establishrestaurantpartnershipsforfeaturedmenuplacementsandrecommendations.BudgetPlanning:Allocateresourcesacrossresearch,packagingadaptation,promotions,anddistribution.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingE-commerceInsightsfromDongYuhui

Inthecompetitiveworldofcross-bordere-commerce,standingoutisessential.Chineselive-streamingstarDongYuhuiexemplifieshowtoconnectwithcustomersusingmarketingsavvy(见识)andgenuinepassion.

OnJune9,2022,DongYuhuiturnedatypicalproductpromotionintoacaptivating(有吸引力的)experience.Insteadofmerelysellingaproduct,hesharedinterestingEnglishwordsandculturalinsightsrelatedtoit.Thisstorytellingapproachtransformedwhatcouldhavebeenamundanesalespitchintoamemorableevent.E-commercebusinessescanlearnfromthis:theyshouldtellstoriesthatresonatewithcustomersandillustratehowproductsimprovelives.Forexample,ratherthanjustlistingfeaturesofacoffeemaker,brandscandiscusshowitprovidestheperfectmorningboostorencouragesfamilyconversationsovercoffee.PartⅢPracticeMore

DongYuhui’spromotionofbooksgoesbeyondthesurface;heexplorestheauthor’sjourney, creating anengagingnarrativethatcaptivatesviewers.BrandscanadoptsimilarstrategiesonplatformslikeWeChatandTikTokbyhostingliveQ&Asessionsandinteractivecontests,fosteringaloyalcommunity.

DongYuhui’spersonalstoryofovercomingadversity,likestudyingbycandlelightinhisvillage,addsarelatable (能产生共鸣的)elementtohisbrand,makinghimtrustworthy.E-commercebrandsshouldalsosharetheiroriginstories,whetherit’sfriendsbrainstormingideasinagarageorafamilytradition,tocreateadeeperconnectionwithcustomers.

Moreover,DongYuhui’sinvolvementinpublicwelfareillustratestheimportanceofsocialresponsibility.Brandsshouldconsiderdonatingapartof theirsalestolocalschoolsorcauseslinkedtotheirproducts,showingtheycareaboutmorethanprofits.Tothriveine-commerce,businessesshouldimplementthesestrategies: PartⅢPracticeMore

HeartfeltStorytelling

CommunityBuilding

BrandAuthenticity

SocialResponsibility

VisualAids&Multimedia

Data&CaseStudies

InteractiveElements

By embracingtheseideas,e-commercebusinessescanelevatetheirpresenceintheglobal market.Areyoureadytotakeyoure-commerceventuretonewheights?PartⅢPracticeMore1.Whatisthemainpurposeofthepassage?A.TosummarizeDongYuhui’scareer.B.Toprovidestrategiesfore-commercebusinessestoconnectwithcustomers.C.Todiscussthechallengesofcross-bordere-commerce.D.Todescribethehistoryoflive-streaminginChina.2.OnJune9,2022,howdidDongYuhuienhancehisproductpromotion?A.Bygivingdiscountsontheproducts.B.BysharinginterestingEnglishwordsandculturalinsights.C.Byonlyfocusingontheproductfeatures.D.Bysellingmultipleproductsatonce.PartⅢPracticeMore3.Inthephrase “creatinganengagingnarrative”,(Para.3,Line2)whatdoestheword“engaging”mostlikelymean?A.Boring.B.Interestingandenjoyable.C.Difficulttounderstand.D.Unrelated.4.WhyisDongYuhui’spersonalstoryofovercomingadversitysignificantforhisbrand?A.Itmakeshimmorefamous.B.Itenhancestrustandrelatabilityamongcustomers.C.Ithelpshimsellmoreproducts.D.Itallowshimtofocusonprofits.PartⅢPracticeMore5.Basedonthepassage,whichofthefollowingstrategiescouldane-commercebranduseto improve customerengagement?A.Stop usingsocialmedia.B.Ignorecustomerfeedback.C.HostliveQ&Asessionsandinteractivecontests.D.Onlysellhigh-endproducts.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Yourattitudeiseverythingbecauseitshapesyourprofessionallifeanddeterminesyour outcomesinyourcareer.Therefore,itiscrucialtodevelopapositiveattitudethatwillhelpyouachieveyourgoals,enhanceyourrelationshipswithcolleagues,andimproveyouroverallworkingenvironment.Herearesometipsonhowtodothat:

Identifyanddealwithyournegativethoughts.

Wheneveryoucatchyourselfthinkingnegativelyaboutyourwork,colleagues,orsituationsintheworkplace,askyourselfifthesethoughtsaretrue,helpful,orconstructive.Ifnot,replacethemwithmorerealistic,optimistic,orsolution-focusedthoughts.ThePowerofaPositiveAttitudeintheWorkplacePartⅢPracticeMore

Practicedailygratitude.

Makeahabitofexpressingappreciationforwhatyouhaveinyourprofessionallife.Youcanwritedownthreethingsyouaregratefulforeveryday—suchasasupportivecolleague,asuccessfulproject,oralearningopportunity.

Surroundyourselfwithpositivecolleagues.

Seekoutpeoplewhoinspireyou,encourageyou,andsupportyourprofessionalgrowth.Avoidcolleagueswhodrainyourenergy,discourageyou,orcriticizeyouwithoutconstructivefeedback.Learnfromthepositiveexamplesofothersandshareyourpositivitywiththem.

Engageinactivitiesthatmakeyouhappy.

Findtimeforactivitiesatworkthatbringyoujoy,satisfaction,orrelaxation.Whetheritisparticipatinginteam-buildingexercises,engagingincreativeprojects,ortakingbreakstorecharge,ensureyounurtureyourmindandspiriteveryday.PartⅢPracticeMore

Bekindtoyourselfandothers.

Treatyourselfwithcompassion,respect,andforgivenessinyourprofessionaljourney.Don’t betoohardonyourselforcompareyourprogresswithothers.Recognizeyourstrengthsandachievementsandcelebrateyourmilestones.Also,begenerous,helpful,andrespectfultoyour colleagues.Dosomethingniceforsomeoneelseoroffertohelpateammate.

Apositiveattitudecanhelpusovercomechallenges,achieveourprofessionalgoals,and contributetoahappierworkingenvironment.Itremindsusthatattitudeistheonethingwehave completecontroloverandthatit’snotjustwhathappenstousinourcareersbuthowwereactto itthatmatters.Byadoptingapositiveattitude,wecantransformouroutlook,ouractions,andourresults.Rememberthat“Yourattitudeisyourwindowtotheprofessionalworld.”PartⅢPracticeMore1.Whatshouldyoudowhenyoucatchyourselfthinkingnegativelyaboutwork?A.Acceptallnegativethoughts.B.Askifthenegativethoughtsaretrue,helpful,orconstructive.C.Ignoreyournegativethoughts.D.Tellcolleaguesaboutyournegativethoughts.2.Whatisasuggestedwaytopracticegratitudedailyatwork?A.Writedownthreethingsyouwant.B.Complainabout