BEC higher module 4高級(jí)商務(wù)英語(yǔ)

1、HIGHERSUCESS WITHBECMODULE 4 Business TopicThe art of selling4.1 Business topic: The art of selling4.2 business skills:Presenting figures4.3 Exam spotlight:Writing Test Introduction and Part oneMODULE4MODULE 4Contents1. Selling (vocabulary) 2. Sales techniques 3. Advertising trends 4. A sales report

2、 5. Presenting figures 6. Analyzing a graph 4.1 The art of sellingclose the saledetouraltitudeaptitudebuying signalperceived benefitadded valuecompetitive advantageselling pontemotional benefit達(dá)成交易達(dá)成交易繞道，彎路繞道，彎路高度，海拔高度，海拔能力能力 成交信號(hào)成交信號(hào)情感利益情感利益情感利益附加值附加值競(jìng)爭(zhēng)優(yōu)勢(shì)競(jìng)爭(zhēng)優(yōu)勢(shì)賣點(diǎn)賣點(diǎn)decision maker決策者決策者option選擇供應(yīng)的附件pro

3、spectreliability可能成為主顧的人可能成為主顧的人可靠性（產(chǎn)品）VOCABULARY:4.1 The art of sellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepayment termsdeodorant行業(yè)，行當(dāng)行業(yè)，行當(dāng)主持人主持人強(qiáng)行推銷強(qiáng)行推銷限制，制約限制，制約 粗魯?shù)?，粗魯?shù)模?莽撞的莽撞的軼事， 奇聞除臭劑除臭劑銷售網(wǎng)點(diǎn)銷售網(wǎng)點(diǎn)專門市場(chǎng)專門市場(chǎng)支付方式支付方式word-of-mouth口頭傳播口頭傳播viral marketing病毒式營(yíng)銷advertiservehicl

4、e advertising廣告客戶廣告客戶車輛廣告VOCABULARY:4.1 The art of sellingubiquityPVRpop-up adsbanner adsupsurgefragmentreceptive audiencerewindmedia companybroadband普遍存在普遍存在個(gè)人視頻錄像機(jī)個(gè)人視頻錄像機(jī)自動(dòng)彈出廣告自動(dòng)彈出廣告橫幅廣告橫幅廣告 增長(zhǎng)，高漲增長(zhǎng)，高漲使分裂寬帶寬帶受眾受眾倒帶倒帶傳媒公司傳媒公司premium過(guò)高價(jià)值過(guò)高價(jià)值catch-on包羅萬(wàn)象的creating a buzzholistic造勢(shì)造勢(shì)全盤的）VOCABULARY:1. q

5、uotations-understandingPersonality Cheerful disposition性格性格Mental ingredient: imagination, creation, initiatives, presence of mindPatience and perseveranceCourtesy Complete knowledge about the products, company and the customers2. successful sales: price, product feature, or emotional benefit4.1 The

6、 art of sellingLead-in： For saleVOCABULARY:4.1 The art of sellingSelling: qualities Optimistic Never put off by failuresManipulate the buyers feelingsmotivatedVOCABULARY:4.1 The art of sellingVOCABULARY:EX.4 How to close the sale? 4.1 The art of sellingLISTENING: sales techniquesEx. 5 the main reaso

7、ns for a customer deciding not to buy a product or service:no need, no money, no hurry, no desire, no trust.Zig Ziglars closing the sale:Every sale has five basic obstacles: 4.1 The art of sellingLISTENING: sales techniques4.1 The art of sellingLISTENING: sales techniques4.1 The art of sellingREADIN

8、G: Advertising trend4.1 The art of sellingREADING: Advertising trend4.1 The art of sellingREADING: Advertising trendReading Tasks1. Go through the article, figure out the main idea.(5 m)2. Can you find words in this passage that mean up and down?(3 m)4.1 The art of sellingREADING: Advertising trendS

9、uggestion Advertisers are moving away from television to more of a media mix. This is because young people are watching less television and spending more time on the Internet. READING: Advertising trend4.1 The art of sellingUp increaserise upsurge go up acceleratesoar boom pick up increasingly more

10、widespread more popularDown decrease collapse decline fall reduce cut go down drop lower 4.1 The art of sellingREADING: Advertising trendfragment television viewing into acrosshundreds of channels the growing ubiquity of broadband access be eroded by sth. a growing consensusbe pronounced personal vi

11、deo recorder technology 把收視量分散在幾百個(gè)頻道逐漸變得無(wú)所不在的寬帶連接被.擠占 逐漸達(dá)成的共識(shí)明顯個(gè)人錄影技術(shù)have a material effect on sth.對(duì).有實(shí)質(zhì)性的影響4.1 The art of sellingREADING: Advertising trendmake ones presence felt 使人感覺(jué)到的存在tap into consumersevent televisionon demand viewing pause， rewind， fastfowardcome of age 發(fā)掘客戶大型活動(dòng)的電視轉(zhuǎn)播視頻點(diǎn)播 暫停, 倒

12、帶，快進(jìn)成熟4.1 The art of sellingSpeaking: In the fieldA-A and B-B pairs before A-B pairs 1.lower/reduce the price 2.reduce/decrease the delivery time 3.mark up the price/cut the retail price 4.move away from the current supplier 5.provide one with more /increse the amount of promotional material4.1 The

13、art of sellingWriting: A sales report Introductions: the 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 propose4.1 The art of sellingWriting: A sales report4.

14、1 The art of sellingWriting: A sales report4.2 presenting figuresVocabulary: Describing performance Time phrases Verbs Nouns Prepositions Qualifiers Cause and resultWriting: Describing Graphs (1) to peak/reach (2) to level off a high (peak) of 4.2 presenting figuresWriting: Describing Graphs4.2 pres

15、enting figures (3) to rise /climb/pick up/a general upward trend (4) to fall/drop/collapse/plummet/bottom out Writing: Describing Graphs4.2 presenting figures(5) to shoot up/take off/soar/rocket(6) to recover/improve a recovery/improvementWriting: Describing Graphs4.2 presenting figures (7) to fluct

16、uate Describing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.

17、2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figuresDescribing Trends or Movements in Graphs 4.2 presenting figures上升和下降趨勢(shì)的組合描述（嵌入了時(shí)間和程度之后）：1. 先上升后下降的句型： . increased slowly during and but fell sharply in . A steady fall in during and followed the sharp increase in .2.

18、先下降后上升的句型： fell before began to make a recovery continue the recovery, climbing to dropped during but increased again in fell and then pick up during collapsed before rising to at the end of 4.2 presenting figuresListening:A Sales Forecast 1. Average growth in sales over the last two years and the r

19、elatively stable state of market2. The launch of the new slow-release version of the drug3. Bayer having distribution problems4. Just a seasonal factor5. The launch campaign of the new version of the drug4.2 presenting figuresSpeaking: Presenting figuresPresentation structure: Greeting Introduction

20、/ overviewMain body of presentation (referring to any chart, graphs etc)Concluding commentsInvite questions Thank audience 4.2 presenting figuresSpeaking: Presenting figuresHello, everyone. Thank you for coming. Id like to present to you today the results for sales of foreign language phrasebooks ov

21、er 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 holiday 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

22、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 out 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 sa

23、les over the year. Now, if there are any questions, I would be happy to answer them. 4.3 Writing test Exam spotlight Exam focus: writing test part one Candidates write a 120-140 word report describing trends. The task tests concise writing skills. Candidates are expected to describe, compare and con

24、trast 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. 4.3 Writing test Exam spotlight How to describe graphs Language Content 4.3 Writing test

25、 Exam spotlight 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

26、 point3.The crossing points 4.3 Writing test Exam spotlight Language: conciseness Sentence length Wordiness Reference words （指示詞）（指示詞） Redundancy Repetition Ellipsis (省略省略) 4.3 Writing test Exam spotlight structure1. The first paragraph is an Introduction (saying what the graph represents and what p

27、eriod 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 third offers some general conclusions that can be drawn from the informati