汽車專業(yè)英語-1-3chapter 9 car marketing汽車銷售

1、.Chapter 9 Car Marketing9.1 The Qualifications are Required to Become a Car SalesmanSection 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.本章學(xué)習(xí)內(nèi)容Chapter 9 Car Marketing本章學(xué)習(xí)內(nèi)容、目標(biāo)和重點(diǎn)難點(diǎn)本章學(xué)習(xí)目標(biāo)本章難點(diǎn)重點(diǎn)1.The Qualifications are Required to Become a Car Salesman 2.How to Become a

2、 Great Car Salesman 3. Owning a Car Dealership Franchise 4. Getting a Franchise Agreement With a Car Manufacturer1.掌握汽車銷售員的基本用語和要求2.掌握開設(shè)一家汽車特許經(jīng)營店的基本要求3.能夠讀懂基本的汽車銷售宣傳信息1.重點(diǎn)為汽車銷售流程話語2.難點(diǎn)是中外地域的差異性3.漢譯準(zhǔn)確表達(dá)也是難點(diǎn)Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The Qu

3、alifications are Required to Become a Car Salesman salesman seilzmn n. 推銷員，售貨推銷員，售貨dealership di:lip n. 代理商，經(jīng)銷權(quán)diploma diplumn. 畢業(yè)文憑,學(xué)位證書Potential ptenl adj.潛在的，有可能的psychologysaikldi n.心理學(xué)Negotiationngi:enn.協(xié)商，談判 Princeton Review n.普林斯頓評論withstandwistndvt. 抵擋,反抗;禁得起groomgru:mvi. 打扮,穿戴New Words Secti

4、on 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The Qualifications are Required to Become a Car Salesman tactfultktfladj.機(jī)智的機(jī)智的;圓滑的圓滑的;老練的老練的commissionkminn. CU 傭金persistentpsistntadj.堅(jiān)持不懈的;固執(zhí)的quota kwutn. 配額 fiercefisadj. 殘酷的；激烈的stereotypesteritaipn. 陳規(guī),刻板模式integ

5、rityintegritin. U正直;廉正;誠實(shí)craftykr:ftiadj.狡猾的,詭計(jì)多端的,奸詐的New Words Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The Qualifications are Required to Become a Car Salesman Car salesmen are an important part of the automotive industry. Their primary mission is to

6、 make customers interested in cars and sell as many cars as possible to bring in profit for the dealership. The entire process of persuading the customer to buy a car could take hours. Still, many people find car sales a thrilling occupation because of the large commissions a person can make. There

7、are several qualifications that are required to become a car salesman.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The Qualifications are Required to Become a Car Salesman9.1.1 EducationThe usual education level for a car salesman is a high school diploma.

8、 Potential car salesmen with high school diplomas can give themselves an edge by taking a few classes in sales or marketing. According to the Princeton Review, college coursework in psychology, finance, and public speaking is becoming more common.Section 3 Automotive Marketing and ServiceSection 3 A

9、utomotive Marketing and Service.要點(diǎn)分析：要點(diǎn)分析： diploma參考譯文：文憑參考譯文：文憑 就是“教育機(jī)構(gòu)頒發(fā)的證書”的意思，可以指從小學(xué)到研究生任何層次的“文憑”。沒有學(xué)位的學(xué)習(xí)也會(huì)有證書（學(xué)位的要求會(huì)更嚴(yán)格，比如有學(xué)分要求等）。diploma 還有一個(gè)詞義：榮譽(yù)證書（A certificate conferring a privilege or honor）。 知識(shí)拓展Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The

10、Qualifications are Required to Become a Car Salesman9.1.2 Specialized TrainingAccording to Career Choices, automotive technology training, including training in on board systems, is becoming a common basic qualification for employment.Most training in sales, specifically, is done on the job. However

11、, some salesmen may spend time at a national training center learning about each models features, general negotiation strategies, the culture of the company they work for, and the manufacturing process, according to the Princeton Review.Section 3 Automotive Marketing and ServiceSection 3 Automotive

12、Marketing and Service.However, some salesmen may spend time at a national training center learning about each models features, general negotiation strategies, the culture of the company they work for, and the manufacturing process, according to the Princeton Review.難點(diǎn)提示：難點(diǎn)提示： 1） learning about each

13、models features, general negotiation strategies, the culture of the company they work for, and the manufacturing process, learning about 引導(dǎo)的是后置定語，用來解釋訓(xùn)練引導(dǎo)的是后置定語，用來解釋訓(xùn)練中心主要學(xué)寫的內(nèi)容；中心主要學(xué)寫的內(nèi)容； the culture of the company they work for, they work for也屬于定語從句，修飾也屬于定語從句，修飾culture，一，一般定語從句都放置在修飾詞或句子的后面。般定語從句都放

14、置在修飾詞或句子的后面。 according to 引引導(dǎo)狀語從句，一般翻譯提前。導(dǎo)狀語從句，一般翻譯提前。o 參考譯文：參考譯文：但是，根據(jù)普林斯頓評論的調(diào)查，根據(jù)普林斯頓評論的調(diào)查，一些銷售員會(huì)花很多時(shí)間在全國性的訓(xùn)練中心學(xué)習(xí)每一個(gè)車型的特點(diǎn)學(xué)習(xí)每一個(gè)車型的特點(diǎn)、一般的一般的談判策略談判策略、他們工作公司的文化以及汽車的制造過程。他們工作公司的文化以及汽車的制造過程。難點(diǎn)分析Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The Qualifications a

15、re Required to Become a Car Salesmano 9.1.3 Physical Qualificationso Car salesmen must be able to stand for long periods of time and walk through the car lot. Some salesmen may need to be able to work for long hours. The ability to withstand a variety of outdoor temperatures, such as intense summer

16、heat or cold winters, is also helpful.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.1 The Qualifications are Required to Become a Car Salesman9.1.4 PersonalityAccording to the Bureau or Labor Statistics, car salesmen need to be well groomed, tactful, and have

17、 a good ability to express themselves.Most are paid solely on commission, so they need to be persistent in their efforts to make sales each day. Because they work with other salesmen trying to make their daily sales quota, competition is fierce.Each day car salesmen must fight against the stereotype

18、 that they are dishonest and crafty. To do that, they must put forth an image of integrity and interest. A lot of business may depend on return customers, so car salesmen have to be skilled at building customer loyalty.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Serv

19、ice.9.2 How to Become a Great Car Salesman revisit ,ri:vizit vt.重游；再訪；回訪重游；再訪；回訪authoritative :rittivadj.權(quán)威的；有權(quán)力的trustworthytrstw:i:adj.值得信賴的，可靠的subtlestladj.微妙的；敏感的verballyv:bl adv.言詞上；口頭地bashing bv.痛擊，猛擊procedureprsi:dn.程序，手續(xù)；工序，過程，步驟steerstivt.& vi.駕駛；操縱，引導(dǎo)，說明budget.bditn.預(yù)算；預(yù)算案；預(yù)算撥款；rapportr

20、p : tn.友好關(guān)系；融洽，和諧referralsrif:rlzn.轉(zhuǎn)交，呈交，提供Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.2 How to Become a Great Car Salesman o Becoming a great car salesman takes time and patience. While you can do many things to improve your customer service and product kn

21、owledge, some traits, such as being able to achieve good rapport with customers or simply convey a naturally personable and likable character, depend on personality. Any salesman can improve with honest effort. Over time, consistency and hard work pays off (Fig.10-5)Section 3 Automotive Marketing an

22、d ServiceSection 3 Automotive Marketing and Service.9.2 How to Become a Great Car Salesman9.2.1 Instructions 1.Revisit product knowledge training or seek out product knowledge on your own. Learn interesting facts about the vehicles you sell, including gas mileage, awards, safety ratings and options.

23、 Being able to answer questions immediately makes you appear knowledgeable, authoritative and trustworthySection 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. 2、Know your competitors. If you are doing a walk-around, which is displaying the car to your customer, you sh

24、ould be able to comfortably talk about competitors models and state why the vehicle you are showing is the ideal choice while being subtle and not verbally bashing other cars or dealers. Perfect your walk-around - you have one shot to gain interest, so dont leave anything.9.2 How to Become a Great C

25、ar Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.o 3、Keep your walk-around relevant to the customer you are with. Do not show a safety-concerned mother how easy it is to change a headlight bulb. Focus on what the customer is looking f

26、or, not what you think is important.9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.要點(diǎn)分析：要點(diǎn)分析： walk-around參考譯文：四處走動(dòng)參考譯文：四處走動(dòng) 繞走繞走 本文采用了繞走的含義，實(shí)際是指銷售常用的“六方位”繞車法。雖然有最佳建議路線，但是也要根據(jù)顧客的需求，隨時(shí)改變路線，而不是墨守成規(guī)一直按照“六方位”的順

27、序來 知識(shí)拓展Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. 4. Follow your dealer procedures, such as bringing your customer inside for an interview before walking around the lot or conducting a walk-around. Ask questions that deserve answers and steer clear from yes

28、 or no answers. Ask why the customer wants another car, what cars she finds attractive and why, and what she liked best about her last car and didnt like at all . 5. Ask about budget. It is unnecessary to show a customer a car that will cost $450 per month when he has a budget of a $250. Determine c

29、redit standing by asking what rate you should figure for payment budgeting to calculate a price range. Those who know they have bad credit will let you run a credit report while those with excellent credit will tell you they will qualify for the best 9.2 How to Become a Great Car Salesman9.2.1 Instr

30、uctions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. Ask why the customer wants another car, what cars she finds attractive and why, and what she liked best about her last car and didnt like at all .難點(diǎn)提示：難點(diǎn)提示： 1） Ask引導(dǎo)祈使句，省略了主語第二人稱，后面接的引導(dǎo)祈使句，省略了主語第二人稱，后面接的是賓語

31、從句，是賓語從句，why the customer wants another car, what cars she finds attractive and why, and what she liked best about her last car and didnt like at all .四個(gè)四個(gè)疑問詞引導(dǎo)的是賓語從句，疑問詞引導(dǎo)的是賓語從句， why, and what 共用一套句子成共用一套句子成分。最后一個(gè)分。最后一個(gè)and是省略了前面的是省略了前面的why, and what 。o參考譯文：參考譯文：詢問詢問顧客喜歡另一臺(tái)車的原因顧客喜歡另一臺(tái)車的原因，她她覺得哪覺得哪些車

32、些車有吸引有吸引以及原因以及原因，以及，以及關(guān)于關(guān)于他最近擁有的這臺(tái)車他最近擁有的這臺(tái)車，她最喜歡和最不喜歡她最喜歡和最不喜歡的地方是哪些，以的地方是哪些，以及為什么及為什么。難點(diǎn)分析Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. 6. Explain the vehicle in detail before the customer test-drives it. Make sure the mirrors are set and the seat is properl

33、y proportioned to his height. Show you want to make the test drive a positive experience by finding a radio station the customer likes and turning to it, turning it down so he can hear how the car operates at the beginning of the drive and turning it up once the customer is comfortable driving. This

34、 creates comfort with you and the car .9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. 7 Be honest when dealing with your customer. If you can give a better deal and the sale depends on it, do so, and if y

35、ou cant, tell the customer why. If you have built a positive rapport with your customer, it is likely she will work with you to make the sale 8. Establish a follow-up system and stick to it. When you sell a car, note birthdays and dates of sales to follow up with cards or phone calls on holidays and

36、 every month after purchase to keep your name fresh in the customers mind for future sales. Referrals are often a reliable source of business9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. 9.Keep your word

37、. Call when you say you will and be present for your deliveries - when the customer picks up the vehicle - and appointments. 10. Avoid laziness. The more people you work with, the more sales youll achieve. Even if a customer does not buy from you, she may send three other people your way because of

38、the customer service experience you provided. 9.2 How to Become a Great Car Salesman9.2.1 Instructions Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service. 9.2.2 Tips & Warnings 1. Do not judge anyone and follow your process. Youd be surprised how much money a yo

39、ung student has once he is ready to purchase. If the customer is on your lot, you should treat him as a person who is ready to buy that day. And if he doesnt buy, keep moving. 2. Dont let your emotions affect you at work. If you feel that someone wasted your time for three hours, learn what you can

40、from it and move on. There is always something that could have been done differently. Identify it and try something different once the opportunity presents itself again. 3. Customers will cancel sales and be less than truthful about purchase issues no matter how good of a salesman you are. Take none

41、 of it personally and make the best of the customers you have.9.2 How to Become a Great Car Salesman Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.ingenuity?indinju:itin.獨(dú)創(chuàng)性；精巧；精巧的裝置innovation ?inuveinn.創(chuàng)新，革新；新方法familiarizefmiljraiz v.使熟悉taxationtkseinn.課稅，征稅；稅

42、款franchisefrntaizn.特權(quán)；公民權(quán)；經(jīng)銷權(quán)；管轄權(quán)v.給以特許（或特權(quán)）；exclusivityzone,eksklu:sivitizun n.排外性；獨(dú)占權(quán)v.把分成地帶inventoryinvntrin.存貨；清單；目錄staffsta:fn.工作人員；職員；杖9.3 Owning a Car Dealership Franchise Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.3 Owning a Car Dealership Franchis

43、e Since the introduction of Henry Fords iconic Model T in 1908, cars have been seen as symbols of ingenuity and innovation - and their manufacturing as an American tradition. With over 200 million cars on the road today, despite recent economic hardship, the automobile industry remains strong. With

44、millions of potential clients and cars in need of service, owning a car dealership franchise can be a dream comes true for an entrepreneur.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.3 Owning a Car Dealership Franchise o Survey the market. Knowing what type

45、s of cars are selling today and who is buying them will be of great use in choosing a car manufacturer and potential location. By familiarizing yourself with the market and the brands within the market, you will be able to make an informed decision.o Research state and local laws. Laws significantly

46、 impact car dealership operation. From zoning to occupational safety, employment to taxation, a car dealership must operate within the confines of the law, or risk severe consequences.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.3 Owning a Car Dealership Fra

47、nchise Draft a business plan. A well-written business plan will let potential investors know that you have a vision, have done your research, appreciate the risks involved, and are serious about your franchise. People will be more willing to invest in you when assured you know what you are doing. Ob

48、tain financing. Franchise fees range from tens of thousands to hundreds of thousands of dollars, depending upon the brand exclusivity, amount of support from the manufacturer, and a host of other factors. Some manufacturers will allow financing of the franchise fee. In addition to the franchise fee,

49、 take into consideration overhead expenses required to run the dealership, as well.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.3 Owning a Car Dealership Franchise Purchase a motor vehicle dealer bond. Motor vehicle dealer bonds are required to ensure the de

50、alership is in compliance with state regulations. The bond essentially protects the consumer from the dealers noncompliance with state law. Many states require a motor vehicle dealer bond as a prerequisite to obtaining a dealer license. Get a car vehicle dealer license. Vehicle dealer licenses are a

51、nother measure the states use to protect consumers. Licensed dealers are bound and regulated by state law, and thus the consumer has recourse in the event of malfeasanceSection 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.3 Owning a Car Dealership Franchise o Reques

52、t and Read the Franchise Agreement. The franchise agreement is a legal document that details the rights and responsibilities of the parties involved: you and the automobile manufacturer. Because the manufacturer drafts it, the terms of the franchise agreement will be favorable to the company, so it

53、is best to have an attorney review the document for you before signing it. Be sure you are willing and able to perform all of the duties stated in the agreement, as you will be strictly held to them throughout the course of your contract with the manufacturer.o Fill your lot with cars. After the fra

54、nchise agreement has been signed, you are now the owner of a car dealership franchise. Begin building your inventory of cars while hiring salespeople and administrative staff to help your dealership achieve success.Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.

55、要點(diǎn)分析：要點(diǎn)分析： lot參考譯文：多個(gè)意思，專業(yè)英語的詞匯通常需參考譯文：多個(gè)意思，專業(yè)英語的詞匯通常需要具體環(huán)境具體問題，結(jié)合專業(yè)知識(shí)具體的要具體環(huán)境具體問題，結(jié)合專業(yè)知識(shí)具體的解釋。本文的意思是場地或者店面。其他常解釋。本文的意思是場地或者店面。其他常用的意思：用的意思：on.份額； 許多； 命運(yùn)； 鬮oadv.（與形容詞和副詞連用）很，非常； （與動(dòng)詞連用）非常；opron.大量，許多；ovt.分組，把劃分（常與out連用）； 把（土地）劃分成塊；ovi.抽簽，拈鬮； 知識(shí)拓展Section 3 Automotive Marketing and ServiceSection 3 Au

56、tomotive Marketing and Service. Be sure you are willing and able to perform all of the duties stated in the agreement, as you will be strictly held to them throughout the course of your contract with the manufacturer.難點(diǎn)提示：難點(diǎn)提示： 1）willng 和和able to 是并列用法后面的是并列用法后面的able to 省略了省略了系動(dòng)詞系動(dòng)詞“are”， stated in

57、the agreement是后置定語，修是后置定語，修飾飾duties， as引導(dǎo)原因狀語從句，引導(dǎo)原因狀語從句， hold to對忠誠或忠實(shí)，在這里翻譯的時(shí)候不能直譯，那就做不到翻譯的“信、達(dá)、雅的要求了?！?參考譯文：參考譯文：確保確保你你愿意愿意且且能夠能夠履行合同中規(guī)定的義務(wù)，因?yàn)樵诤贤男羞^程履行合同中規(guī)定的義務(wù)，因?yàn)樵诤贤男羞^程中制造商會(huì)要求你中制造商會(huì)要求你嚴(yán)格按照條款執(zhí)行嚴(yán)格按照條款執(zhí)行。難點(diǎn)分析Section 3 Automotive Marketing and ServiceSection 3 Automotive Marketing and Service.9.4 Ge

58、tting a Franchise Agreement With a Car Manufacturerlengthy lei adj.過長的過長的; 漫長的漫長的; 冗長的冗長的entrepreneur ,ntrprn:n. 企業(yè)家；承包人；主辦者stipulation ,stipjulein n. 規(guī)定；約定；條款；契約proximity prksimiti n. 親近，接近；鄰近ongoing nui, :n-adj. 不間斷的，進(jìn)行的；前進(jìn)的n. 前進(jìn)；行為，舉止securesikjuadj. 安全的；有把握的；穩(wěn)當(dāng)?shù)?municipality mju:,nisiplti n. 市民；市

59、政當(dāng)局；自治市或區(qū)substantial sbstnladj. 大量的；實(shí)質(zhì)的；內(nèi)容充實(shí)的exclusivity,eksklu:sivtin. 排外性；獨(dú)占權(quán)institution,institju:nn. 制度；建立；習(xí)俗consultknslt, knslt vt. 查閱；商量；向請教vi. 請教；商議；當(dāng)顧問submit sbmitvt. 使服從；主張；呈遞vi. 提交；服從documentation ,dkjumenteinn. 文件, 證明文件, 史實(shí),Section 3 Automotive Marketing and ServiceSection 3 Automotive Mar

60、keting and Service.9.4 Getting a Franchise Agreement With a Car Manufacturer If you are an entrepreneur with motivation and good people skills, you might succeed in the world of automotive sales. An owner of a car dealership has the option of signing a franchise agreement with a car manufacturer in order to