BEChighermodule4高級商務(wù)英語解讀課件

HIGHERSUCESSWITHBECHIGHERSUCESSWITH1MODULE4

BusinessTopicTheartofsellingMODULE4BusinessTopic24.1Businesstopic:

Theartofselling4.2businessskills:Presentingfigures4.3Examspotlight:WritingTestIntroductionandPartoneMODULE44.1Businesstopic:Theartof3MODULE4Contents1.Selling(vocabulary)2.Salestechniques3.Advertisingtrends4.Asalesreport5.Presentingfigures6.AnalyzingagraphMODULE4Contents1.Selling(vo44.1

Theartofsellingclosethesaledetouraltitudeaptitudebuyingsignalperceivedbenefitaddedvaluecompetitiveadvantagesellingpontemotionalbenefit達(dá)成交易繞道，彎路高度，海拔能力成交信號情感利益情感利益附加值競爭優(yōu)勢賣點decisionmaker決策者option選擇供應(yīng)的附件prospectreliability可能成為主顧的人可靠性（產(chǎn)品）VOCABULARY:4.1Theartofsellingcloseth54.1

Theartofsellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepaymenttermsdeodorant行業(yè)，行當(dāng)主持人強(qiáng)行推銷限制，制約粗魯?shù)?，莽撞的軼事，奇聞除臭劑銷售網(wǎng)點專門市場支付方式word-of-mouth口頭傳播viralmarketing病毒式營銷advertiservehicleadvertising廣告客戶車輛廣告VOCABULARY:4.1Theartofsellinglinepres64.1

TheartofsellingubiquityPVRpop-upadsbanneradsupsurgefragmentreceptiveaudiencerewindmediacompanybroadband普遍存在個人視頻錄像機(jī)自動彈出廣告橫幅廣告增長，高漲使分裂寬帶受眾倒帶傳媒公司premium過高價值catch-on包羅萬象的creatingabuzzholistic造勢全盤的）VOCABULARY:4.1Theartofsellingubiquity71.quotations-understandingPersonality

Cheerfuldisposition性格Mentalingredient:

imagination,creation,initiatives,presenceofmind…PatienceandperseveranceCourtesyCompleteknowledgeabouttheproducts,companyandthecustomers2.successfulsales:price,productfeature,oremotionalbenefit4.1

TheartofsellingLead-in：ForsaleVOCABULARY:1.quotations-understanding4.184.1

TheartofsellingSelling:qualitiesOptimisticNeverputoffbyfailuresManipulatethebuyer’sfeelingsmotivatedVOCABULARY:4.1TheartofsellingSelling:94.1

TheartofsellingVOCABULARY:EX.4Howtoclosethesale?4.1TheartofsellingVOCABULA104.1

TheartofsellingLISTENING:salestechniquesEx.5themainreasonsforacustomerdecidingnottobuyaproductorservice:noneed,nomoney,nohurry,nodesire,notrust.ZigZiglar'sclosingthesale:Everysalehasfivebasicobstacles:4.1TheartofsellingLISTENIN11

4.1

TheartofsellingLISTENING:salestechniques4.1TheartofsellingLISTEN124.1

TheartofsellingLISTENING:salestechniques4.1TheartofsellingLISTENIN134.1

TheartofsellingREADING:Advertisingtrend4.1TheartofsellingREADING:144.1

TheartofsellingREADING:Advertisingtrend4.1TheartofsellingREADING:154.1

TheartofsellingREADING:AdvertisingtrendReadingTasks1.Gothroughthearticle,figureoutthemainidea.(5m)2.Canyoufindwordsinthispassagethatmean‘up’and‘down’?(3m)4.1TheartofsellingREADING:164.1

TheartofsellingREADING:AdvertisingtrendSuggestionAdvertisersaremovingawayfromtelevisiontomoreofamediamix.ThisisbecauseyoungpeoplearewatchinglesstelevisionandspendingmoretimeontheInternet.4.1TheartofsellingREADING:17READING:Advertisingtrend4.1

TheartofsellingUpincrease rise upsurge goupaccelerate soarboom pickupincreasinglymorewidespreadmorepopularDowndecrease collapsedeclinefallreducecutgodowndroplowerREADING:Advertisingtrend4.1184.1

TheartofsellingREADING:Advertisingtrendfragmenttelevisionviewingintoacrosshundredsofchannelsthegrowingubiquityofbroadbandaccessbeerodedbysth.agrowingcon’sensusbepronouncedpersonalvideorecordertechnology把收視量分散在幾百個頻道逐漸變得無所不在的寬帶連接被....擠占

逐漸達(dá)成的共識明顯個人錄影技術(shù)haveamaterialeffectonsth.對....有實質(zhì)性的影響4.1TheartofsellingREADING:194.1

TheartofsellingREADING:Advertisingtrendmakeone‘spresencefelt

使人感覺到…的存在tapintoconsumerseventtelevisionondemandviewingpause，rewind，fastfowardcomeofage發(fā)掘客戶大型活動的電視轉(zhuǎn)播視頻點播暫停,

倒帶，快進(jìn)成熟4.1TheartofsellingREADING:204.1

TheartofsellingSpeaking:InthefieldA-AandB-BpairsbeforeA-Bpairs1.lower/reducetheprice2.reduce/decreasethedeliverytime3.markuptheprice/videonewithmore/incresetheamountofpromotionalmaterial4.1TheartofsellingSpeaking214.1

TheartofsellingWriting:AsalesreportIntroductions:theaimofthisreportisto…/thisreportdescribes…Reasons:thisisdueto…/Thereasonsforthisareasfollows…Prospects:lookingtothefuture,…Recommendation:consequently,Iwouldliketopropose…4.1TheartofsellingWriting:224.1

TheartofsellingWriting:Asalesreport4.1TheartofsellingWriting:234.1

TheartofsellingWriting:Asalesreport4.1TheartofsellingWriting:244.2

presentingfiguresVocabulary:DescribingperformanceTimephrasesVerbsNounsPrepositionsQualifiersCauseandresult4.2presentingfiguresVocabula25Writing:DescribingGraphs(1)topeak/reach(2)toleveloffahigh(peak)of4.2

presentingfiguresWriting:DescribingGraphs26Writing:DescribingGraphs4.2

presentingfigures(3)torise/climb/pickup/ageneralupwardtrend(4)tofall/drop/collapse/plummet/bottomout

Writing:DescribingGraphs4.227Writing:DescribingGraphs4.2

presentingfigures(5)toshootup/takeoff/soar/rocket(6)torecover/improvearecovery/improvementWriting:DescribingGraphs4.228Writing:DescribingGraphs4.2

presentingfigures(7)tofluctuateWriting:DescribingGraphs4.229DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements30DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements31DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements32DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements33DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements34DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements35DescribingTrendsorMovementsinGraphs

4.2

presentingfigures上升和下降趨勢的組合描述（嵌入了時間和程度之后）：1.先上升后下降的句型：......increasedslowlyduring……and……butfellsharplyin…….Asteadyfallin……during……and……followedthesharpincreasein…….2.先下降后上升的句型：……fellbefore……begantomakearecovery…………continuetherecovery,climbingto…………droppedduring……butincreasedagainin…………fellandthenpickupduring…………collapsedbeforerisingto……attheendof……DescribingTrendsorMovements364.2

presentingfiguresListening:ASalesForecast1.Averagegrowthinsalesoverthelasttwoyearsandtherelativelystablestateofmarket2.Thelaunchofthenewslow-releaseversionofthedrug3.Bayerhavingdistributionproblems4.Justaseasonalfactor5.Thelaunchcampaignofthenewversionofthedrug4.2presentingfiguresListenin374.2

presentingfiguresSpeaking:PresentingfiguresPresentationstructure:GreetingIntroduction/overviewMainbodyofpresentation(referringtoanychart,graphsetc)ConcludingcommentsInvitequestionsThankaudience4.2presentingfiguresSpeaking384.2

presentingfiguresSpeaking:PresentingfiguresHello,everyone.Thankyouforcoming.I’dliketopresenttoyoutodaytheresultsforsalesofforeignlanguagephrasebooksoverthepastyear.I’vepreparedagraphwhichshowsthedevelopment.

Asyoucanseesalesroserapidlyoverthefirstsixmonthsleadinguptothesummerholidayperiodreachingapeakofnearly$30millioninJuly.BySeptembertheyhadfallenbacktoaround$12million,buttheypickedupagaininNovember.

Whatwasthereasonforthisriselateintheyear?ItwasinfactbecauseweareduetolaunchourneweditionsinJanuaryandwewantedtoclearouttheoldstock.Asaresult,weputonsale(upto50%discount)atallthemajorbookshops.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.4.2presentingfiguresSpeaking39

4.3Writingtest

ExamspotlightExamfocus:writingtestpartoneCandidateswritea120-140wordreport

describingtrends.Thetasktestsconcisewritingskills.Candidatesareexpectedtodescribe,compareandcontrastinformationpresentedvisually,intheformofgraphs,barchartsandpiecharts.Candidatesshoulduseappropriatelanguageoftrendsandmustbeconciseinordertoavoidexceedingthestrictwordlimit.4.3WritingtestExamspo40

4.3Writingtest

ExamspotlightHowtodescribegraphsLanguageContent4.3WritingtestExamspo41

4.3Writingtest

ExamspotlightContent:whattowriteGiveanoveralldescriptionoftheimportantpointsratherthanadetaileddescriptionofindividualpointsComparisonandcontrast(twoways)A–BA/B,A/B

AnalyzethegraphsTheimportantsectionsNotethetrend,thepeak,thelowestpoint,theend/startingpointThecrossingpoints4.3WritingtestExamspo42

4.3Writingtest

ExamspotlightLanguage:concisenessSentencelengthWordinessReferencewords（指示詞）RedundancyRepetitionEllipsis(省略)4.3WritingtestExamspo43

4.3Writingtest

Examspotlightstructure1.ThefirstparagraphisanIntroduction(sayingwhatthegraphrepresentsandwhatperioditrelatesto)Thisgraphshows…2.ThesecondparagraphdescribesthedevelopmentandtrendsIfwelookfirstat…,wecansee…followsasimilartrend…Thedevelopmentsarenotdescribedinyear-by-yearormonth-by-monthdetail,butinmoregeneralterms3.Thethirdofferssomegeneralconclusionsthatcanbedrawnfromtheinformationpresented.The(dramatic)consequenceofthesetwodevelopments….4.3WritingtestExamspo44

4.3Writingtest

ExamspotlightDescribingGraphs4.3WritingtestExamspo45Thegraphshowsthesharepriceoftwocompaniesfrom1996to2000.

Thegraphshowsthesharepric46Inthestartof1996,sharesinConsortIndustriesstoodat$160.However,bytheendoftheyear,theyhavecollapsedtojust$50.

Inthestartof1996,sharesi47Theyrecoveredsteadyoverthenext12months,buthavefluctuatedsharplyallthrough1998.

Theyrecoveredsteadyoverthe48In1999,theycontinuedtheirrecover,climbto$160pershare,wheretheyremainedthroughout2000.

In1999,theycontinuedtheir49SharesinMandarinTechnologiesstartingtradingat$150.LikeConsort,Mandarinsawit’ssharesfallduring1996

SharesinMandarinTechnologie50andthenpickedupthefollowingyear.Thisrecoverythenturnsintoageneralupwardtrend,whatcontinueduntillate1999,

andthenpickedupthefollowi51whensharespeakedat$220.Theythencollapsedbeforerisebrieflytojustover$150attheendof2000.

whensharespeakedat$220.Th52BEChighermodule4高級商務(wù)英語解讀課件53Writing:Describinggraphs(P45)HomeworkWriting:Describinggraphs54ThankYouThankYou55BEChighermodule4高級商務(wù)英語解讀課件56HIGHERSUCESSWITHBECHIGHERSUCESSWITH57MODULE4

BusinessTopicTheartofsellingMODULE4BusinessTopic584.1Businesstopic:

Theartofselling4.2businessskills:Presentingfigures4.3Examspotlight:WritingTestIntroductionandPartoneMODULE44.1Businesstopic:Theartof59MODULE4Contents1.Selling(vocabulary)2.Salestechniques3.Advertisingtrends4.Asalesreport5.Presentingfigures6.AnalyzingagraphMODULE4Contents1.Selling(vo604.1

Theartofsellingclosethesaledetouraltitudeaptitudebuyingsignalperceivedbenefitaddedvaluecompetitiveadvantagesellingpontemotionalbenefit達(dá)成交易繞道，彎路高度，海拔能力成交信號情感利益情感利益附加值競爭優(yōu)勢賣點decisionmaker決策者option選擇供應(yīng)的附件prospectreliability可能成為主顧的人可靠性（產(chǎn)品）VOCABULARY:4.1Theartofsellingcloseth614.1

Theartofsellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepaymenttermsdeodorant行業(yè)，行當(dāng)主持人強(qiáng)行推銷限制，制約粗魯?shù)模ё驳妮W事，奇聞除臭劑銷售網(wǎng)點專門市場支付方式word-of-mouth口頭傳播viralmarketing病毒式營銷advertiservehicleadvertising廣告客戶車輛廣告VOCABULARY:4.1Theartofsellinglinepres624.1

TheartofsellingubiquityPVRpop-upadsbanneradsupsurgefragmentreceptiveaudiencerewindmediacompanybroadband普遍存在個人視頻錄像機(jī)自動彈出廣告橫幅廣告增長，高漲使分裂寬帶受眾倒帶傳媒公司premium過高價值catch-on包羅萬象的creatingabuzzholistic造勢全盤的）VOCABULARY:4.1Theartofsellingubiquity631.quotations-understandingPersonality

Cheerfuldisposition性格Mentalingredient:

imagination,creation,initiatives,presenceofmind…PatienceandperseveranceCourtesyCompleteknowledgeabouttheproducts,companyandthecustomers2.successfulsales:price,productfeature,oremotionalbenefit4.1

TheartofsellingLead-in：ForsaleVOCABULARY:1.quotations-understanding4.1644.1

TheartofsellingSelling:qualitiesOptimisticNeverputoffbyfailuresManipulatethebuyer’sfeelingsmotivatedVOCABULARY:4.1TheartofsellingSelling:654.1

TheartofsellingVOCABULARY:EX.4Howtoclosethesale?4.1TheartofsellingVOCABULA664.1

TheartofsellingLISTENING:salestechniquesEx.5themainreasonsforacustomerdecidingnottobuyaproductorservice:noneed,nomoney,nohurry,nodesire,notrust.ZigZiglar'sclosingthesale:Everysalehasfivebasicobstacles:4.1TheartofsellingLISTENIN67

4.1

TheartofsellingLISTENING:salestechniques4.1TheartofsellingLISTEN684.1

TheartofsellingLISTENING:salestechniques4.1TheartofsellingLISTENIN694.1

TheartofsellingREADING:Advertisingtrend4.1TheartofsellingREADING:704.1

TheartofsellingREADING:Advertisingtrend4.1TheartofsellingREADING:714.1

TheartofsellingREADING:AdvertisingtrendReadingTasks1.Gothroughthearticle,figureoutthemainidea.(5m)2.Canyoufindwordsinthispassagethatmean‘up’and‘down’?(3m)4.1TheartofsellingREADING:724.1

TheartofsellingREADING:AdvertisingtrendSuggestionAdvertisersaremovingawayfromtelevisiontomoreofamediamix.ThisisbecauseyoungpeoplearewatchinglesstelevisionandspendingmoretimeontheInternet.4.1TheartofsellingREADING:73READING:Advertisingtrend4.1

TheartofsellingUpincrease rise upsurge goupaccelerate soarboom pickupincreasinglymorewidespreadmorepopularDowndecrease collapsedeclinefallreducecutgodowndroplowerREADING:Advertisingtrend4.1744.1

TheartofsellingREADING:Advertisingtrendfragmenttelevisionviewingintoacrosshundredsofchannelsthegrowingubiquityofbroadbandaccessbeerodedbysth.agrowingcon’sensusbepronouncedpersonalvideorecordertechnology把收視量分散在幾百個頻道逐漸變得無所不在的寬帶連接被....擠占

逐漸達(dá)成的共識明顯個人錄影技術(shù)haveamaterialeffectonsth.對....有實質(zhì)性的影響4.1TheartofsellingREADING:754.1

TheartofsellingREADING:Advertisingtrendmakeone‘spresencefelt

使人感覺到…的存在tapintoconsumerseventtelevisionondemandviewingpause，rewind，fastfowardcomeofage發(fā)掘客戶大型活動的電視轉(zhuǎn)播視頻點播暫停,

倒帶，快進(jìn)成熟4.1TheartofsellingREADING:764.1

TheartofsellingSpeaking:InthefieldA-AandB-BpairsbeforeA-Bpairs1.lower/reducetheprice2.reduce/decreasethedeliverytime3.markuptheprice/videonewithmore/incresetheamountofpromotionalmaterial4.1TheartofsellingSpeaking774.1

TheartofsellingWriting:AsalesreportIntroductions:theaimofthisreportisto…/thisreportdescribes…Reasons:thisisdueto…/Thereasonsforthisareasfollows…Prospects:lookingtothefuture,…Recommendation:consequently,Iwouldliketopropose…4.1TheartofsellingWriting:784.1

TheartofsellingWriting:Asalesreport4.1TheartofsellingWriting:794.1

TheartofsellingWriting:Asalesreport4.1TheartofsellingWriting:804.2

presentingfiguresVocabulary:DescribingperformanceTimephrasesVerbsNounsPrepositionsQualifiersCauseandresult4.2presentingfiguresVocabula81Writing:DescribingGraphs(1)topeak/reach(2)toleveloffahigh(peak)of4.2

presentingfiguresWriting:DescribingGraphs82Writing:DescribingGraphs4.2

presentingfigures(3)torise/climb/pickup/ageneralupwardtrend(4)tofall/drop/collapse/plummet/bottomout

Writing:DescribingGraphs4.283Writing:DescribingGraphs4.2

presentingfigures(5)toshootup/takeoff/soar/rocket(6)torecover/improvearecovery/improvementWriting:DescribingGraphs4.284Writing:DescribingGraphs4.2

presentingfigures(7)tofluctuateWriting:DescribingGraphs4.285DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements86DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements87DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements88DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements89DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements90DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements91DescribingTrendsorMovementsinGraphs

4.2

presentingfigures上升和下降趨勢的組合描述（嵌入了時間和程度之后）：1.先上升后下降的句型：......increasedslowlyduring……and……butfellsharplyin…….Asteadyfallin……during……and……followedthesharpincreasein…….2.先下降后上升的句型：……fellbefore……begantomakearecovery…………continuetherecovery,climbingto…………droppedduring……butincreasedagainin…………fellandthenpickupduring…………collapsedbeforerisingto……attheendof……DescribingTrendsorMovements924.2

presentingfiguresListening:ASalesForecast1.Averagegrowthinsalesoverthelasttwoyearsandtherelativelystablestateofmarket2.Thelaunchofthenewslow-releaseversionofthedrug3.Bayerhavingdistributionproblems4.Justaseasonalfactor5.Thelaunchcampaignofthenewversionofthedrug4.2presentingfiguresListenin934.2

presentingfiguresSpeaking:PresentingfiguresPresentationstructure:GreetingIntroduction/overviewMainbodyofpresentation(referringtoanychart,graphsetc)ConcludingcommentsInvitequestionsThankaudience4.2presentingfiguresSpeaking944.2

presentingfiguresSpeaking:PresentingfiguresHello,everyone.Thankyouforcoming.I’dliketopresenttoyoutodaytheresultsforsalesofforeignlanguagephrasebooksoverthepastyear.I’vepreparedagraphwhichshowsthedevelopment.

Asyoucanseesalesroserapidlyoverthefirstsixmonthsleadinguptothesummerholidayperiodreachingapeakofnearly$30millioninJuly.BySeptembertheyhadfallenbacktoaround$12million,buttheypickedupagaininNovember.

Whatwasthereasonforthisriselateintheyear?ItwasinfactbecauseweareduetolaunchourneweditionsinJanuaryandwewantedtoclearouttheoldstock.Asaresult,weputonsale(upto50%discount)atallthemajorbookshops.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.4.2presentingfiguresSpeaking95

4.3Writingtest

ExamspotlightExamfocus:writingtestpartoneCandidateswritea120-140wordreport

describingtrends.Thetasktestsconcisewritingskills.Candidatesareexpectedtodescribe,compareandcontrastinformationpresentedvisually,intheformofgraphs,barchartsandpiecharts.Candidatesshoulduseappropriatelanguageoftrendsandmustbeconciseinordertoavoidexceedingthestrictwordlimit.4.3WritingtestExamspo96

4.3Writingtest

ExamspotlightHowtodescribegraphsLanguageContent4.3WritingtestExamspo97

4.3Writingtest

ExamspotlightContent:whattowriteGiveanoveralldescriptionoftheimportantpointsratherthanadetaileddescriptionofindividualpointsComparisonandcontrast(twoways)A–BA/B,A/B

Analyzet