《跨境電子商務(wù)英語》 課件 重大 Lesson 15 International Marketing、Lesson 16 International Expansion Strategy

Lesson14

2023/11/30跨境電子商務(wù)英語InternationalMarketingSpeaking04Lead-in01Writing03Reading02Contents2023/11/30跨境電子商務(wù)英語Lead-inPart12023/11/30跨境電子商務(wù)英語CommonmarketingtypesQuestion:Whatkindofmarketingmethodsdoyouknow?ReadingPart22023/11/30跨境電子商務(wù)英語1.WhatmakesToyotathestrongestplayerintheautomotiveindustry?2.Whatismarketingabout?3.Whatisinternationalmarketing?4.Whatarethedifferencesbetweeninternationalmarketinganddomesticmarketing?5.WhatchallengesdotheMNCsfacewheninternationalmarketing?ReadingComprehensionReadthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語1.WhatmakesToyotathestrongestplayerintheautomotiveindustry?

Toyotainvestsbillionsofdollarseveryyearintomarketresearchandmarketdevelopmenttomakesuretheymeettheneedsandwantsofitscustomers,ineachspecificcountrythattheyselltheirvehiclesin.Readthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語ReadingComprehension2.Whatismarketingabout?allmarketingisabouttheformulationandimplementationofthebasicpoliciesknownasthe4P’s:Product,Price,Place,andPromotionReadthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語ReadingComprehension3.Whatisinternationalmarketing?internationalmarketingmeansidentifyingneedsandwantsofcustomersindifferentmarketsandcultures,providingproducts,services,technologies,andideastogivethefirmacompetitivemarketingadvantage,communicatinginformationabouttheseproductsandservicesanddistributingandexchangingtheminternationallythroughoneoracombinationofforeignmarketentrymodes”Readthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語ReadingComprehension4.

Whatarethedifferencesbetweeninternationalmarketinganddomesticmarketing?2023/11/30跨境電子商務(wù)英語ReadingComprehensionReadthetextandanswerthefollowingquestions.theuncontrollablefactorssuchasculture,social,legal,andeconomicfactors,alongwiththepoliticalandcompetitiveenvironment,allcreatetheneedforamyriadofadjustmentsinthemarketingmanagementprocess5.

WhatchallengesdotheMNCsfacewheninternationalmarketing?2023/11/30跨境電子商務(wù)英語ReadingComprehensionReadthetextandanswerthefollowingquestions.PublicRelations,Ethics,OrganizationalStructure,Leadership（1）millenniumn.thetimewhenoneperiodof1000yearsendsandanotherbegins千周年紀(jì)念日；千禧年（2）deceptiveadj.likelytomakeyoubelievesth.thatisnottrue欺騙性的；誤導(dǎo)的；騙人的（3）starkadj.unpleasant;real,andimpossibletoavoid嚴(yán)酷的；赤裸裸的；真實而無法回避的e.g.Theysendasimpleandstarkmessage:Thestatusquoisunsustainable.它傳遞了一個簡單而嚴(yán)酷的訊息：目前的狀況是無法持續(xù)的。Words2023/11/30跨境電子商務(wù)英語Words&Expressions（4）arrayn.大堆；大群；大量agrouporcollectionofthingsorpeople,oftenonethatislargeorimpressivee.g.That'salltrue,andweneedanarrayofotherantipovertymeasuresaswell,especiallyearlychildhoodprograms.這些當(dāng)然都沒錯，我們也需要大量其它的反貧困措施，特別是幼兒教育規(guī)劃。（5）myriadn.anextremelylargenumberofsth無數(shù)；大量e.g.Thereareamyriadofresourcesavailabletohelpapersonwhowantstogaintreatmentforamentalhealthconcern.有大量的資源可幫助有需要的人進(jìn)行心理健康治療。Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語（6）momentumn.theabilitytokeepincreasingordeveloping推進(jìn)力；動力；勢頭e.g.Mr.Greenspan

said

he

thought

the

economy

wasgaining

momentum,

withthe

strongest

signals

of

growth

coming

since

the

middle

of

lastmonth.格林斯潘說，他認(rèn)為經(jīng)濟(jì)增長的勢頭正在加大，增長的信號自上個月中旬以來達(dá)到最強(qiáng)。（7）hurdlen.aproblemordifficultythatmustbesolvedordealtwithbeforeyoucanachievesth難關(guān)；障礙

Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語（8）inherentadj.~(insb/sth)thatisabasicorpermanentpartofsb/sthandthatcannotberemoved固有的；內(nèi)在的e.g.Theoldissuesofpower,stratificationandterritorialityseemtobeinherentinthespeciesHomoSapiens.追求權(quán)力、社會分成階層以及捍衛(wèi)自己的領(lǐng)地這樣的老問題其實是人類社會固有的問題。Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions1.intheUnitedStatesroadstendtobewide;highwayscanaccommodateabroadarrayofvehicleswithahighnumberoflanes,andpeopledemandamixofcarsbasedontheirneedsTranslation:在美國，道路往往很寬;高速公路可以容納大量的車輛和大量的車道，人們需要根據(jù)自己的需要混合使用汽車。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions2.Nowthattheworldhasenteredthenextmillennium,weareseeingtheemergenceofaninterdependentglobaleconomythatischaracterizedbyfastercommunication,transportation,andfinancialflows,allofwhicharecreatingnewmarketingopportunitiesandchallenges.分析：that后面引導(dǎo)的定語從句修飾前面的全球經(jīng)濟(jì)，allofwhich后面是一個非限制性定語從句，修飾前面整句話。Translation:現(xiàn)在，世界已經(jīng)進(jìn)入下一個千禧年，我們正看到一個相互依存的全球經(jīng)濟(jì)的出現(xiàn)，其特點是更快的通信、運輸和資金流動，所有這些都在創(chuàng)造新的營銷機(jī)會和挑戰(zhàn)。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions3.Giventhesecircumstances,itcouldbearguedthatcompaniesfaceadeceptivelystraightforwardandstarkchoice:theymusteitherrespondtothechallengesposedbythisnewenvironmentorrecognizeandacceptthelong-termconsequencesoffailingtodoso.deceptivelyadv.迷惑地，騙人地；虛偽地starkadj.choicesorstatementsareharshandunpleasant.嚴(yán)酷的分析：given鑒于。either....or...是本句中的一個基本句型。Translation:鑒于這些情況，可以說企業(yè)面臨著一個看似直接而嚴(yán)峻的選擇:它們要么必須應(yīng)對新環(huán)境帶來的挑戰(zhàn)，要么承認(rèn)并接受不這樣做的長期后果。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions4.Thepressuresoftheinternationalenvironmentarenowsogreat,andthebasesofcompetitionwithinmanymarketsarechangingsofundamentally,thattheopportunitiestosurvivewithapurelydomesticstrategyareincreasinglylimitedtosmallandmedium-sizedcompaniesinlocalnichemarkets.分析：本句的基本句型：so.....that....，后面的tosurvive.....是個不定式短語修飾opportunitiesTranslation:國際環(huán)境的壓力現(xiàn)在是如此之大，許多市場內(nèi)的競爭基礎(chǔ)也在發(fā)生根本性的變化，因此純粹依靠國內(nèi)戰(zhàn)略就能生存下來的機(jī)會越來越只局限于當(dāng)?shù)乩袌龅闹行⌒凸尽?023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions5.internationalmarketingmeansidentifyingneedsandwantsofcustomersindifferentmarketsandcultures,providingproducts,services,technologies,andideastogivethefirmacompetitivemarketingadvantage,communicatinginformationabouttheseproductsandservicesanddistributingandexchangingtheminternationallythroughoneoracombinationofforeignmarketentrymodes。Translation:國際營銷是指識別不同市場和文化背景下的顧客的需求和需求，提供產(chǎn)品、服務(wù)、技術(shù)和想法，使公司具有具有競爭力的營銷優(yōu)勢。交流有關(guān)這些產(chǎn)品和服務(wù)的信息，并通過一種或幾種外國市場進(jìn)入模式在國際上進(jìn)行分銷和交換2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions6.Buildingthispublicrelationspotentialinanewgeographicregionisanenormouschallenge,bothineffectivelylocalizingthemessageandinthecapitalexpendituresnecessarytocreatemomentum.Translation:在一個新的地理區(qū)域建立這種公共關(guān)系潛力是一項巨大的挑戰(zhàn)，無論是使信息有效地本地化，還是在創(chuàng)造勢頭所需的資本支出方面。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions7.Nikehaditsbrandimagehugelydamagedthroughutilizing‘sweatshops’andlowwageworkersindevelopingcountries.Translation:耐克利用發(fā)展中國家的“血汗工廠”和低工資工人，使其品牌形象遭受了巨大的損害。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions8.Findingawaytocapturevaluedespitethisfixedorganizationalinvestmentisanimportantinitiativeforglobalcorporations.Translation:盡管有這種固定的組織投資，但找到一種獲取價值的方法是全球企業(yè)的一項重要舉措。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions9.Thefinalfactorworthnotingisattainingeffectiveleaderswiththeappropriateknowledgebasetoapproachagivengeographicmarket.Translation:最后一個值得注意的因素是獲得具有適當(dāng)知識基礎(chǔ)的有效領(lǐng)導(dǎo)者，以接近給定的地理市場。WritingPart32023/11/30跨境電子商務(wù)英語LogisticsdelayE-mail2023/11/30跨境電子商務(wù)英語Delayindeliveryisthefailureofthecarriertodeliverthegoodsattheportofdischargespecifiedinthecontractofcarriagewithinareasonableperiodoftime,orintheabsenceofsuchanagreement.Example2023/11/30跨境電子商務(wù)英語Dear{$BuyerName},Thankyouforpurchasingandpromptpayment.However,we’llhavethe{節(jié)日名稱}from{時間區(qū)間}.Duringthattime,alltheshippingservicewillnotbeavailable,whichmaycauseadelayoftheshipmentforsevealdays.Thanksforyourunderstandingandyourpatienceismuchappreciated.Pleaseletusknowifyouhaveanyquestionsorconcerns.Keepintouch.Thanks.Sincerelyyours,{$ShopName}After-salesCustomerServicesVacationExample22023/11/30跨境電子商務(wù)英語DearCustomer,Pleasebeinformedthatwehaveresumedworktoday.Asweallknow,supplylinesanddeliveryareimpactedbythepandemic.Furthermore,freightratesareexpectedtoremainhighduetocontinuedstrongdemandcombinedwithsupplyuncertaintyandconcernsabouttheefficiencyoftransportandports.Werecommendthatyouplaceanorderassoonaspossibleandarrangetheshipmentaheadforextra-longshiptimes.Ifyouhaveanyfurtherquestionsorconcerns,pleasecontactusandwewillgetbacktoyouassoonaspossible.AccidentExercises:2023/11/30跨境電子商務(wù)英語Training:按下列要求撰寫一封信函：

（1）你所售商品因疫情原因?qū)е挛锪魍?，根?jù)此原因與顧客溝通；SpeakingPart42023/11/30跨境電子商務(wù)英語SpeakingOut2023/11/30跨境電子商務(wù)英語COVERSATIONAFocuson:AgeneralinquiryaboutOMCCCoverageofthreebasicrisksSpecialadditionalrisksExtrapremiumSpeakingOut2023/11/30跨境電子商務(wù)英語COVERSATIONBFocuson:Aparticularinquiryabout

suitablecoverageBreakageRisk&FranchiseSpeakingOutL:Hello,Mrs.Hansen.ItisLeeChenspeaking.I’mcallingtodiscussthelevelofinsurancecoverageyou’verequestedforyourorderof500

000piecesballbearingslide.H:We’dliketocoverourorderedgoodsagainstWPAfor120%oftheinvoicevalueaccordingtoourusualpractice.L:Yes,that’sright.Wehavenoproblemincomplyingwithyourrequest,butwethinkthattheamountisabitexcessive.2023/11/30跨境電子商務(wù)英語Readthemodeldialogues.Payattentiontothehighlightedsentencesandthenrole-playitwithyourpartner.InsuranceSpeakingOutH:We’vehadalotoftroublewithdamagedgoodsinthepast.L:Icanunderstand.However,thenormalcoverageforgoodsofthistypeistoinsurethemforthetotalinvoicevalueplustenpercent.H:Wewouldfeelmorecomfortablewiththeadditionalprotection.L:Unfortunately,weusuallyeffecttheinsuranceofthegoodsfor110%oftheirCIFvalue.Wequotedyounormalcoverageatregularrates,sowewillhavetochargeyouextrafortheadditionalcost.H:Isee.Iwillcontactmyinsuranceagenthereandcomparerates.Itmightbecheaperonthisend.L:FaxmewhateverratesyoufindthereandI’llcomparethemwithwhatwecanoffer.H:Ok.Keepintouch.Bye-bye.2023/11/30跨境電子商務(wù)英語Role-playWorkingroupsanddiscusstheinsurancetermininternationaltrade.Giveapresentationinthefrontofclass2023/11/30跨境電子商務(wù)英語Lesson15

2023/11/30跨境電子商務(wù)英語InternationalExpansionStrategySpeaking04Lead-in01Writing03Reading02Contents2023/11/30跨境電子商務(wù)英語Lead-inPart12023/11/30跨境電子商務(wù)英語Question:HowdoesFlorasisentertheJapanesemarket?ReadingPart22023/11/30跨境電子商務(wù)英語1.Whatisinternationalexpansionstrategy?2.Whatisinternationalexpansionstrategycomposedof?3.Whatdoesmarketanalysisinclude?4.Whatarethereasonsforexpansion?5.Whatdoesinternationalexpansionmeanforthelifecycleofaproductorservice?ReadingComprehensionReadthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語1.Whatisinternationalexpansionstrategy?

Internationalexpansionstrategiesareformal,multi-levelstrategicplansthatbusinessesusetoenteranoverseasmarket,establishagrowingpresence,andbecomequicklyprofitable.Readthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語ReadingComprehension2.Whatisinternationalexpansionstrategycomposedof?Aninternalbusinessaudit;Acompetitiveanalysis;Amarketanalysis;Amarketingstrategy;Alocalizedinfrastructureplan;Atop-downbudge;AtimelineReadthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語ReadingComprehension3.Whatdoesmarketanalysisinclude?marketsizeandgrowthpotential,consumerbases,consumerattitudes,marketchannelresearch,marketinvestmentanalysis,stateoftheeconomy,andmore.Readthetextandanswerthefollowingquestions.2023/11/30跨境電子商務(wù)英語ReadingComprehension4.

Whatarethereasonsforexpansion?2023/11/30跨境電子商務(wù)英語ReadingComprehensionReadthetextandanswerthefollowingquestions.Companiesnolongerhavetolimitthemselvestolocaltalentwhenhiring.TherearealsoafewsituationswhereacompanyfindsitselfinneedofspecificallyhiringinternationalemployeesEveryproductorservicefollowsalifecycle.Successfullyexpandingabusinessintointernationalmarketsprovidesorganizationswithlong-termriskmitigation.diversifyingmarketshare5.

Whatdoesinternationalexpansionmeanforthelifecycleofaproductorservice?2023/11/30跨境電子商務(wù)英語ReadingComprehensionReadthetextandanswerthefollowingquestions.Anoverseasexpansionstrategyhitstheresetbuttononthatlifecycle.(1)exhilaratingadj.making

you

feel

extremely

happy,

excited,

and

full

of

energy使人興奮的；令人激動的；令人高興的(2)revitalizevt.to

make

something

that

is

failing

or

weak

become

strong

and

successfulagaine.g.InEurope,thatmeansimprovedbilateralrelationships,amoreproductivepartnershipwiththeEuropeanUnion,andarevitalizedNATO.在歐洲，那就意味著改善雙邊關(guān)系，與歐盟建立更富有成效的伙伴關(guān)系并使北約獲得新的活力。（3）maneuvern.acarefullyplannedschemeoraction策略，計謀Words2023/11/30跨境電子商務(wù)英語Words&Expressions（4）sprintn.araceinwhichthepeopletakingpartrun,swim,etc.veryfastoverashortdistance短跑比賽；短距離速度競賽（5）mitigatevt.to

reduce

the

harmful

effects

of

something減輕；緩和e.g.To

be

sure,

the

Obama

administration

is

taking

action

to

help

the

economy,

but

it's

trying

to

mitigate

the

slump,

not

end

it.可以肯定的是，奧巴馬政府正在采取行動幫助經(jīng)濟(jì)復(fù)蘇，但他的策略只是試圖減輕衰退，而非結(jié)束。（6）multifacetedadj.havingmanydifferentaspectstobeconsidered多方面的；要從多方面考慮的Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語（7）vetvt.to

subject

somebody

or

something

to

a

careful

examinationor

scrutiny,especially

when

this

involves

determining

suitability

for

something審查（8）compliantadj.toowillingtoagreewithotherpeopleortoobeyrules;inagreementwithasetofrules順從的，符合一致的e.g.It

is

compliant

with

all

relevant

safety

and

environmental

standards.

它符合所有相關(guān)的安全和環(huán)保標(biāo)準(zhǔn)。（9）syncn.同步;(使)在時間上一致;同速進(jìn)行（10）overshadowvt.tomakesb/sthseemlessimportant,orsuccessful使顯得遜色；使黯然失色Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語（11）instantaneousadj.happeningimmediately立即的；立刻的；瞬間的

（12）Bolstervt.~sth(up)toimprovesthormakeitstronger改善；加強(qiáng)

e.g.Britainisfreetoadoptpoliciestobolsteritseconomy.英國可以自由制定政策以振興經(jīng)濟(jì)。（13）savvyn.[U]

(informal)

practicalknowledgeorunderstandingofsth實際知識；見識；了解

adj.havingpracticalknowledgeandunderstandingofsth;havingcommonsense有見識的；懂實際知識的；通情達(dá)理的

（14）spinoffn.衍生產(chǎn)品，分拆Words&ExpressionsWords2023/11/30跨境電子商務(wù)英語2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions1.Overseasexpansionisanexhilaratingprospectformanybusinesses—andapressing,sometimesstressful,realityforothers.Translation:海外擴(kuò)張對許多企業(yè)來說是一個令人振奮的前景，對另一些企業(yè)來說則是一個緊迫、有時甚至是充滿壓力的現(xiàn)實。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions2.“Goingglobal”isastrategicmaneuveropeningthenextchapterformanyorganizationsseizingthemomenttoexpandtheirglobalfootprint.劃線部分是一個for的復(fù)合結(jié)構(gòu)Translation:“走出去”是許多組織抓住機(jī)遇，開拓全球足跡的戰(zhàn)略策略。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions3.Internationalexpansionstrategiesareformal,multi-levelstrategicplansthatbusinessesusetoenteranoverseasmarket,establishagrowingpresence,andbecomequicklyprofitable.分析：that部分是一個定語從句修飾plans，enter,establish,become是三個并列的結(jié)構(gòu)Translation:跨國擴(kuò)張戰(zhàn)略是正式的、多層次的戰(zhàn)略計劃，企業(yè)利用這些戰(zhàn)略計劃進(jìn)入海外市場，建立日益增長的業(yè)務(wù)，并迅速實現(xiàn)盈利。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions4.Whencomposedproperly,theseplansmitigateexpansionriskandencourageefficientuseofresources,timelines,andcapitalforglobalexpansion.Translation:如果編制得當(dāng)，這些計劃將降低擴(kuò)張風(fēng)險，并促進(jìn)資源、時間表和資本的有效利用從而進(jìn)行全球擴(kuò)張。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions5.Aninternalbusinessaudit,ensuringinternalvariableslikeproductofferings,servicetypes,andoverallbrandsaremarket-ready.分析：劃線部分都是介詞like的賓語Translation:內(nèi)部業(yè)務(wù)審計，確保產(chǎn)品供應(yīng)、服務(wù)類型和整體品牌等內(nèi)部變量為市場做好準(zhǔn)備。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions6.Alocalizedinfrastructureplan,outliningtheneed,desire,andmethodstobuildacompliantlocalandregionalpresence.Translation:本地化的基礎(chǔ)設(shè)施計劃,列出需要,愿望,和方法來構(gòu)建一個符合當(dāng)?shù)睾偷貐^(qū)的組織。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions7.Expandthatbudgettoaccountforatleastthreeyearsofcontinualexpansionsupport,withbudget-basedKPIstrackedeverymonth.Translation:該預(yù)算將考慮支持至少三年的持續(xù)擴(kuò)張，并每月跟蹤基于預(yù)算的kpi。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions8.Youdon’twanttostretchyourorganizationtoothin,withyourinternationalexpansionresourcesovershadowingdomesticones.Translation:你不會想讓你的組織過于臃腫，讓你的國際擴(kuò)張資源蓋過了國內(nèi)的。2023/11/30跨境電子商務(wù)英語Words&ExpressionsExpressions9.Itseemsevidentgrowth-mindedcompanieswilleventuallyaimbeyondtheircurrentboundaries.分析：it是形式主語Translation:顯然，追求增長的公司最終會超越目前的界限。WritingPart32023/11/30跨境電子商務(wù)英語PromotionE-mail2023/11/30跨境電子商務(wù)英語Productisthehardtruthofthelong-termdevelopmentofenterprises,andmarketingisanimportantmeansforenterprisestoopenthemarket.Withtheriseofnewmedia,enterpriseshaveenteredtheonlinemediaplatform,andforgetthetraditionalwayofmarketing-emailmarketing.Notification2023/11/30跨境電子商務(wù)英語1.Sendingisnottheend.Verifythatthemessagewillbeopened2.Quantitylimitation3.Consumersclassification4.ContentcustomizationExample2023/11/30跨境電子商務(wù)英語DearX,Thankyouforyourinterestsinmyitem.Iamsorrybutwecan'tofferyouthatlowpriceyouaskedfor.Wefeelthatthepricelistedisreasonableandhasbeencarefullycalculatedandleavesmelimitedprofitalready.However,we'dliketoofferyousomediscountsonbulkpurchases.lfyourorderismorethanXpieces,wewillgiveyouadiscountofxx%off.Pleaseletmeknowforanyfurtherquestions.ThanksVacationExample22023/11/30跨境電子商務(wù)英語DearX,

Thankyouforyourinquiry.Yes,wehavethisiteminstock.Howmanydoyouwant?Rightnow,weonlyhaveXlotsofthecolorleft.Sincetheyareverypopular,theproducthasahighriskofselingoutsoon.Pleaseplaceyoulorderassoonaspossible.Thankyou!BestregardsAccidentExercises:2023/11/30跨境電子商務(wù)英語Training:按下列要求撰寫一封信函：

（1）選擇一款能在電商平臺銷售的產(chǎn)品，寫一封電子促銷郵件；SpeakingPart42023/11/30跨境電