劍橋商務(wù)英語(yǔ)高級(jí)4

1、l/o/g/omodule 4 the art of contents1. selling (vocabulary) 2. sales techniques 3. advertising trends 4. a sales report 5. presenting figures 6. analyzing a graph selling: qualities optimistic never put off by failuresmanipulate the buyers feelingsmotivated personality cheerful disposition性格 mental i

2、ngredient: imagination, creation, initiatives, presence of mind patience and perseverance courtesy complete knowledge about the products, company and the customerswhat arguments did they use to convince the buyer?price, product features, emotional benefitsemotional benefits: the positive feelings th

3、at buyers make about themselves due to their use, display and attachment to a certain product or service and its features.eg: feeling loved, attractive, secure, sexy, caring and nurturing, athletic, healthy, insightful, creative. unique selling points / proposition (獨(dú)特銷售點(diǎn)，銷售的核心競(jìng)爭(zhēng)力)：what sets you and

4、 your business or you as an individual apart from your competition. it can be an actual fact or a perceived difference or specialty. added value：price that the product/service is sold at cost of producing the product the value that is added to any product or service as the result of a particular pro

5、cess to increase the performance and features of the product. for example, technical content, cultural value 1、附加值產(chǎn)品是指在產(chǎn)品加工過(guò)程中通過(guò)工藝、技術(shù)、服務(wù)乃至品牌等手段使產(chǎn)品得到較大的增值，而不是單純的要素投入形成的物化價(jià)值。勞動(dòng)密集型產(chǎn)品的加工過(guò)程只要存在增值較高的環(huán)節(jié)就可謂這高附加值產(chǎn)品。 2、附加值產(chǎn)品通常是指“投放產(chǎn)出比”較高的產(chǎn)品。它的技術(shù)含量、文化價(jià)值等比一般產(chǎn)品要高出許多，因而市場(chǎng)升值幅度大，獲利高。 3、附加值產(chǎn)品不能等同于高技術(shù)、高消費(fèi)、高檔次產(chǎn)品，后者只有成

6、為高效益產(chǎn)品時(shí)才能稱為高附加值產(chǎn)品。高附加值產(chǎn)品的總體特征是技術(shù)知道密集度高、市場(chǎng)需求度高、品牌知名度高、產(chǎn)品質(zhì)量?jī)?yōu)異，基本質(zhì)特征是經(jīng)濟(jì)效益好。 buying signal: verbal or non-verbal clues showing that the buyers are ready to buy when they are ready to buyspending time looking at one product type looking around for somebody to help themasking questions about the detailask

7、ing about price using possession language asking another persons opinion body state changes touching the money when they are not ready to buyavoiding eye contact with you making not now excuses casual handling of the productlooking at many different products moving around quickly possible answers1.t

8、hats ok. we can arrange credit finance 2.we can order a black one, but there is a lot of demand so you will need to pay a 10% deposit3.after a couple of months you will wonder how you ever lived without them. 4.i think i should at least reserve it in your name in case anyone else tries to buy it. 5.

9、i think you are the sort of person who impose their image on the car, not the other way round. sales techniques first speaker financial software relationship selling: develops relationship slowly, is cooperative, honest, not pushy builds trust, people know what they are buying but takes time and som

10、etimes no sale second speaker cosmetics or bathroom products (deodorants) direct, persuasive, tells jokes and anecdotes, goes straight to the decision maker gets results and is efficient but it could be too pushy. hard sellinguseful terms credit (賒欠賒欠): an agreement between a buyer and a seller in w

11、hich the buyer receives the good or service in advance and makes payment later, often over time and usually with interest. for example, a buyer may purchase a computer on credit for $600 and pay $100 per month over several months with interest. one of the most common ways of buying on credit is to u

12、se a credit card, but many companies have their own credit schemes. a steady flow of credit in an economy is considered important for financial health. hard sell (強(qiáng)行推銷強(qiáng)行推銷;硬性推銷硬性推銷): aggressive sales practices aimed at pressuring a customer into completing a transaction quickly. example: the agent w

13、as a proponent支持者支持者 of the hard sell. accordingly, he tried to give buyers the impression that the home would be available for only a short period, that the deal offered might be withdrawn any time, and that they would not be afforded the opportunity to think over the decision.useful terms soft sel

14、l (軟推銷軟推銷; 勸買、說(shuō)服式推銷勸買、說(shuō)服式推銷): a subtly persuasive, low-pressure method of selling or advertising. relationship selling (關(guān)系銷售關(guān)系銷售): establishing a long-term customer relationship in an effort to generate repeat business. relationship selling may be directed at especially important customers and may i

15、nclude a liberal return policy and access to high-level executives. 關(guān)系銷售是指建立維系和發(fā)展顧客關(guān)系的銷售過(guò)程，關(guān)系銷售是指建立維系和發(fā)展顧客關(guān)系的銷售過(guò)程，目標(biāo)是致力建立顧客的忠誠(chéng)度。它有別于傳統(tǒng)交易銷目標(biāo)是致力建立顧客的忠誠(chéng)度。它有別于傳統(tǒng)交易銷售的地方，就在于為顧客增加經(jīng)濟(jì)的、社會(huì)的、技術(shù)售的地方，就在于為顧客增加經(jīng)濟(jì)的、社會(huì)的、技術(shù)支持等附加值。從銷售的實(shí)踐角度看，關(guān)系銷售更能支持等附加值。從銷售的實(shí)踐角度看，關(guān)系銷售更能把握住銷售概念的精神實(shí)質(zhì)，因?yàn)槠髽I(yè)不僅是達(dá)成購(gòu)把握住銷售概念的精神實(shí)質(zhì)，因?yàn)槠髽I(yè)不僅是達(dá)成購(gòu)買而

16、是要建立穩(wěn)固各種關(guān)系，而這些關(guān)系是促成客戶買而是要建立穩(wěn)固各種關(guān)系，而這些關(guān)系是促成客戶持續(xù)購(gòu)買的重要因素。持續(xù)購(gòu)買的重要因素。 sales techniques listen to the emotional side of your prospect or client: focus on your prospect or clients needs: use language that focuses on your prospect or client: help your prospect see the bottom line: find out your prospects pr

17、iorities: .viral marketing: viral advertising, refer to marketing techniques that use pre-existing social network to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous與相似 to the spread of virus or

18、computer virus. it can be word-of-mouth delivered or enhanced by the network effects of the internet.viral promotions may take the form of video clips, interactive flash games, advergames, e-books, brandable software, images, or even text messages. 病毒性營(yíng)銷病毒性營(yíng)銷(viral marketing)是一種常用的網(wǎng)絡(luò)營(yíng)銷方法，常用于進(jìn)是一種常用的網(wǎng)

19、絡(luò)營(yíng)銷方法，常用于進(jìn)行網(wǎng)站推廣、品牌推廣等，病毒性營(yíng)銷利用的是用戶口碑傳播的原理，行網(wǎng)站推廣、品牌推廣等，病毒性營(yíng)銷利用的是用戶口碑傳播的原理，在互聯(lián)網(wǎng)上，這種在互聯(lián)網(wǎng)上，這種“口碑傳播口碑傳播”更為方便，可以像病毒一樣迅速蔓延，更為方便，可以像病毒一樣迅速蔓延，因此病毒性營(yíng)銷因此病毒性營(yíng)銷(病毒式營(yíng)銷病毒式營(yíng)銷)成為一種高效的信息傳播方式，而且，成為一種高效的信息傳播方式，而且，由于這種傳播是用戶之間自發(fā)進(jìn)行的，因此幾乎是不需要費(fèi)用的網(wǎng)絡(luò)由于這種傳播是用戶之間自發(fā)進(jìn)行的，因此幾乎是不需要費(fèi)用的網(wǎng)絡(luò)營(yíng)銷手段。營(yíng)銷手段。 viral marketing depends on a high pas

20、s-along rate from person to person. if a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. if the pass-along numbers get too low, the overall growth quickly fizzles失敗. 病毒性營(yíng)銷是一種網(wǎng)絡(luò)營(yíng)銷方法，即通過(guò)提供有價(jià)值的信息和服務(wù)，利用用戶之間的主動(dòng)傳播來(lái)實(shí)現(xiàn)網(wǎng)絡(luò)營(yíng)銷信息傳遞的目的； 病毒性

21、營(yíng)銷同時(shí)也是一種網(wǎng)絡(luò)營(yíng)銷思想，其背后的含義是如何充分利用外部網(wǎng)絡(luò)資源（尤其是免費(fèi)資源）擴(kuò)大網(wǎng)絡(luò)營(yíng)銷信息傳遞渠道。case study launched in 2002, bmw films was among the earliest viral marketing campaigns. it attracted nearly 55 million viewers and helped to elevate the career of clive owen. the bmw film series, the hire was a series of eight short films (ave

22、raging about ten minutes each) produced for the internet in 2001 and 2002. a form of branded content, all eight films featured popular filmmakers from across the globe, starred clive owen as the driver, and highlighted the performance aspects of various bmw automobiles. after the series began, bmw s

23、aw their 2001 sales numbers go up 12% from the previous year. the movies were viewed over 11 million times in four months. two million people registered with the website and a large majority of users, registered to the site, sent film links to their friends and family useful termsvehicle advertising

24、 (交通工具廣告交通工具廣告): transit advertising (see below)video-on-demand (視頻點(diǎn)播視頻點(diǎn)播): video on demand (vod) is an interactive tv technology that allows subscribers to view programming in real time or download programs and view them later. a vod system at the consumer level can consist of a standard tv receive

25、r along with a set-top box. alternatively, the service can be delivered over the internet to home computers, portable computers, high-end cellular telephone sets and advanced digital media devices. 視頻點(diǎn)播（英文：視頻點(diǎn)播（英文：video on demand，vod或或vod）是一套可以讓）是一套可以讓使用者透過(guò)網(wǎng)絡(luò)選擇自己想要看的視頻（使用者透過(guò)網(wǎng)絡(luò)選擇自己想要看的視頻（video）內(nèi)容的系統(tǒng)。

26、用戶）內(nèi)容的系統(tǒng)。用戶選定內(nèi)容后，選定內(nèi)容后，vod系統(tǒng)可以用串流媒體的方式進(jìn)行即時(shí)播放，也可以系統(tǒng)可以用串流媒體的方式進(jìn)行即時(shí)播放，也可以將內(nèi)容完全下載后再進(jìn)行播放。系統(tǒng)的播放模式取決于系統(tǒng)及營(yíng)運(yùn)上將內(nèi)容完全下載后再進(jìn)行播放。系統(tǒng)的播放模式取決于系統(tǒng)及營(yíng)運(yùn)上的需求規(guī)劃設(shè)計(jì)，包括收費(fèi)機(jī)制、內(nèi)容版權(quán)、播放品質(zhì)、機(jī)房系統(tǒng)、的需求規(guī)劃設(shè)計(jì)，包括收費(fèi)機(jī)制、內(nèi)容版權(quán)、播放品質(zhì)、機(jī)房系統(tǒng)、傳輸系統(tǒng)、收視端的機(jī)上盒等。傳輸系統(tǒng)、收視端的機(jī)上盒等。useful termscome of age (劃時(shí)代劃時(shí)代/充分發(fā)展充分發(fā)展): if something has come of age, it has re

27、ached its full successful development.dancing on ice (冰上舞蹈達(dá)人秀冰上舞蹈達(dá)人秀): dancing on ice is a british television show, in which celebrities and their professional partners figure skate in front of a panel of judges. the format has been a prime-time hit in eight different countries, including italy and

28、chile. in australia, where it was titled torvill and deans dancing on ice, it was axed after just one series owing to production costs.event television (熱點(diǎn)新聞事件熱點(diǎn)新聞事件): television programmes focusing on events which attract media attention and high ratingsmark up (提價(jià)提價(jià)): if you mark something up, you

29、 increase its price. e.g. you can sell it to them at a set wholesale price, allowing them to mark it up for retail.useful termsacross the board (全面的全面的): affecting everyone or everything in a situation or organization, e.g. the improvement has been across the board, with all divisions either increas

30、ing profits or reducing losses.post-christmas blues (圣誕后的銷售低迷期圣誕后的銷售低迷期): sales downturn period following the christmassales forecast/sales estimation/sales predictions (銷售預(yù)測(cè)銷售預(yù)測(cè)): prediction of the future sales of a particular product over a specific period of time based on past performance of the

31、product, inflation rates, unemployment, consumer spending patterns, market trends, and interest rates. in the preparation of a comprehensive marketing plan, sales forecasts help the marketer develop a marketing budget, allocate marketing resources, and monitor the competition and the product environ

32、ment. ending stocks/closing stocks (結(jié)算庫(kù)存結(jié)算庫(kù)存/期末庫(kù)存期末庫(kù)存): a businesss remaining stock at the end of an accounting period. it includes finished products, raw materials, or work in progress. 期末庫(kù)存是在一個(gè)庫(kù)存會(huì)計(jì)時(shí)期結(jié)束時(shí)，可供使用或出售的貨品、物資或原期末庫(kù)存是在一個(gè)庫(kù)存會(huì)計(jì)時(shí)期結(jié)束時(shí)，可供使用或出售的貨品、物資或原料的賬面價(jià)值。一年為一個(gè)會(huì)計(jì)期間，年初第一天的庫(kù)存量就是期初庫(kù)存，料的賬面價(jià)值。一年為一個(gè)會(huì)計(jì)

33、期間，年初第一天的庫(kù)存量就是期初庫(kù)存，年末最后一天的庫(kù)存量就是期末庫(kù)存。年末最后一天的庫(kù)存量就是期末庫(kù)存。 report writing (homework) format: title, date, introduction, findings, conclusion, recommendations. word limit: 200-250 (longer than the report we wrote last term)organization of reportsa sales report (refer to last terms ppt) introductions: the

34、aim of this report is to/ this report describes reasons: this is due to/ the reasons for this are as follows prospects: looking to the future, recommendation: consequently, i would like to proposerequirement before handing in, get your classmate proofread your article and have his /her comment on yo

35、ur article. your comments should include three aspects: contents (fulfilling the tasks?); organization (clear format? clear paragraphing? logical? linking words?); language (fluent? grammatical mistakes? proper? concise and clear?)describing performance time phrases verbs nouns prepositions qualifie

36、rs cause and result adj: typical, upward, sharp, current, strong, recent adverbs: fairly, predictably, finally verbs: go, take off, soar, fall, double, peak, collapse nouns: trend, gains, level, losses, recovery, value prepositions with time phrases: over the last twelve months, in the first six mon

37、ths, by december last year, in january, by may, in the last four weeks prepositions with figures: from, to almost/ over, at nearly / just over, by nearly , down almostdescribing graphs (1) (2)describing graphs (1) to peak/reach (2) to level off a high (peak) of describing graphs (3) (4)describing gr

38、aphs (3) to rise /climb/pick up/a general upward trend (4) to fall/drop/collapse/plummet/bottom out describing graphs (5) (6)describing graphs(5) to shoot up/take off/soar/rocket(6) to recover/improve a recovery/improvementdescribing graphs (7) describing graphs (7) to fluctuate describing trends or

39、 movements in graphs describing trends or movements in graphs describing trends or movements in graphs describing trends or movements in graphs describing trends or movements in graphs describing trends or movements in graphs ex 2 describing performance introduction (what is it about? time phrases,

40、general trend) details (follow the time line, what happened, noticeable period, reason, analysis) tense: simple past (except that it is a forecast graph / chart)listening average growth in sales over the last two years and the relatively stable state of market the launch of the new slow-release vers

41、ion of the drug bayer having distribution problems just a seasonal factor the launch campaign of the new version of the drugpresenting figures presentation structure: greeting introduction / overview main body of presentation (referring to any chart, graphs etc) concluding comments invite questions

42、thank audience hello, everyone. thank you for coming. id like to present to you today the results for sales of foreign language phrasebooks over the past year. ive prepared a graph which shows the development. as you can see sales rose rapidly over the first six months leading up to the summer holid

43、ay period reaching a peak of nearly $30 million in july. by september they had fallen back to around $12 million, but they picked up again in november. what was the reason for this rise late in the year? it was in fact because we are due to launch our new editions in january and we wanted to clear o

44、ut the old stock. as a result, we put on sale (up to 50% discount) at all the major bookshops. i hope that has given you a clear picture of sales over the year. now, if there are any questions, i would be happy to answer them. hello, everyone. thank you for coming. id like to present to you today th

45、e results for sales of holidays to switzerland over the past year. ive prepared a graph which shows the development. as you can see sales dropped sharply from $32m to $19m over the first four months and picked up slightly to $24m in july. the reason behind this growth is that may and june is general

46、ly the best time to travel in switzerland. however, they started to fall again and by nov, the sales reached their lowest level of $7m. what was the reason for this general downward trend this year? it was in fact due to the economic crisis in europe which made people become more cautious about spen

47、ding money on holidays. i hope that has given you a clear picture of sales over the year. now, if there are any questions, i would be happy to answer them. describing graphs exam focus: writing test part one p 66 candidates write a 120-140 word report describing trends. the task tests concise writin

48、g skills. candidates are expected to describe, compare and contrast information presented visually, in the form of graphs, bar charts and pie charts. candidates should use appropriate language of trends and must be concise in order to avoid exceeding the strict word limit. how to describe graphs con

49、tent language content: what to writegive an overall description of the important points rather than a detailed description of individual points comparison and contrast (two ways)1.a b2.a/b, a/b analyze the graphs1.the important sections2.note the trend, the peak, the lowest point, the end/starting p

50、oint3.the crossing pointslanguage: conciseness sentence length wordiness reference words （指示詞） redundancy repetition ellipsis (省略)structure1. the first paragraph is an introduction (saying what the graph represents and what period it relates to) this graph shows2. the second paragraph describes the development and trends if we look first at, we can seefollows a similar trend the developments are not described in year-by-year or month-by-month detail, but in more general terms3. the t