Transcript Unit 7

新职业英语
Unit 7 Marketing
Unit 7
Unit 7 Marketing
Conte
nts
1
Warming-up
5
Writing
2
Reading A
6
Mini-project
3
Reading B
7
Language Lab
7
8
Entertainment
Language Lab
4
Listening & Speaking
< Back
Next >
Home
Unit 7 Marketing
Warm
-up
Warming-up
Task 1
Task 2
< Back
Next >
Home
Unit 7 Marketing
Wa
rmWarming-up
1
Task 1 Look at the following pictures and identify the different selling
methods.
person-to-person selling
online selling
direct mail selling
telephone selling
Notes
< Back
Next >
Home
Unit 7 Marketing
Wa
rm1Not
es
Warming-up
Personal selling: 人员推销/个人推销 is a two-way
communication between the seller and the buyer usually faceto-face, via the Internet, the phone and the correspondence.
Unlike advertising, a personal sales message can be more
specifically targeted on individual prospects and easily altered if
the desired behavior does not occur. Personal selling, however,
is far more costly than advertising and is generally used only
when its high expenditure can be justified.
< Back
Unit 7 Marketing
Warm-2
Warming-up
Task 2 Work in pairs. Look at the following flow chart. Discuss
with your partner and describe the process of organic
foods going through the marketing channel.
Notes
Sample
< Back
Next >
Home
Unit 7 Marketing
Warm-2-Notes
Warming-up
What is a marketing channel?
 A marketing channel is a set of practices or
activities necessary to transfer the ownership of
goods, and to move goods, from the point of
production to the point of consumption, which
consists of all the institutions and all the marketing
activities in the marketing process.
< Back
Unit 7 Marketing
Warming-up
Sample
 After organic foods are produced, the first step is from
agricultural production to wholesaling where they are
transferred from producers to brokers, terminal markets,
grocery wholesalers and foodservice wholesalers. The
second stage is from wholesaling to retailing where the
foods are stocked by traditional grocery stores, natural
food stores and foodservice outlets. The last step is from
retailing to consumption where these organic foods are
purchased by consumers.
< Back
Unit 7 Marketing
Readi
Reading
A
ng A
Text
Task 1
Task 2
Business Know-how
< Back
Next >
Home
Unit 7 Marketing
Text AReading
A
1
The Multi -channel
E-Commerce
1
In the midst of the US economic crisis, cautious spending and
downsizing have left the retail industry in serious trouble. March
2009 saw a 9 percent decline compared with March 2008. However,
online sales continue to show steady growth in the face of adverse
economic conditions. They are expected to grow 11 percent to
US$156.1 billion in 2009, following a 13 percent increase in 2008.
< Back
Next >
Home
Unit 7 Marketing
2
2
Reading
A
Text A-
Given cautious consumer spending
and tight credit, why is online retail
continuing to grow fast while overall
retail numbers drop? Retailers need to
look no further than the great benefits
and savings of selling via a multi-channel
e-commerce platform.
< Back
Next >
Home
Unit 7 Marketing
3
Reading
A
Text A-
3
The Internet has a distinct advantage over in-store retail: the
presence of countless on-demand sales channels. Still an ecommerce platform doesn’t simply offer a new sales channel;
retailers are actually increasing in-store purchases using online
platforms. In-store retailers with e-commerce platforms may make
use of multiple channels and consolidate them through cross-channel
retailing. This cross-channel strategy might be giving customers the
ability to order online and pick up in-store, or it could be as simple as
honoring gift cards through all sales channels. By implementing a
cross-channel strategy, retailers could open up sales opportunities
and improve customer satisfaction through convenient services and
fulfillment of customer requests.
< Back
Next >
Home
Unit 7 Marketing
4
4
Reading
A
Text A-
Retailers are also able to improve on-demand purchasing
capabilities to increase sales online. An automated online platform
allows retailers to receive orders at any time and customers to check
the status of their order at their convenience. By providing such an
easily accessible option for customers, online retailers are catering
to all of their customers, no matter what their shopping habits might
reflect.
< Back
Next >
Home
Unit 7 Marketing
5
5
Reading
A
Text A-
Increasing attention is being placed on green business
practices these days, and an e-commerce platform helps retailers
promote environmentally friendly business practices. From a
business point of view, they can save huge costs by cutting out
traditional paper marketing and distribution methods. For example,
retailers used to spend hundreds of thousands of dollars on paper
catalogs. Now they can cut catalog expenses through email
marketing and easily updatable online catalogs.
< Back
Next >
Home
Unit 7 Marketing
6
6
Reading
A
Text A-
With the development of business intelligence, more and
more companies are recognizing that an efficient system for data
collection and analysis is necessary for growing their businesses. An
e-commerce platform simplifies raw sales data capture, as well as
data for customer profiling and order-processing information—any
data that is necessary for providing a greater understanding of the
retailer’s business. The data collection capabilities of the Internet
give e-commerce platforms a strategic advantage over in-store
retail, where data is much more difficult to capture in a systematic
and organized way.
< Back
Next >
Home
Unit 7 Marketing
7
7
Reading
A
Text A-
Ultimately, the strength of online and cross-channel
retailing comes down to effective use of the Internet and ecommerce platforms. As e-commerce and technology continue to
improve, more and more businesses are relying on e-commerce
platforms to gain a greater understanding of their customers, cut
costs, and run operations more efficiently.
< Back
Next >
Home
Unit 7 Marketing
ATra
ns1
Reading A
多渠道电子商务
1
在美国经济危机时期，开支缩减和公司裁员使
零售业陷入了严峻的困境。2009年3月的零售总额
比2008年同期下降了九个百分点。而面临同样的经
济僵局，网络销售却呈现出稳定增长的态势。继
2008年增长13%后，网络销售在2009年预计又将增
长11个百分点，销售额将达到1561亿美元。
< Back
Unit 7 Marketing
2
ATra
ns2
Reading A
面对消费者开支谨慎和信贷紧缩，网上零售为
什么会在零售总额下跌的情况下保持快速增长呢？
零售商们只要看看通过多渠道电子商务平台销售所
带来的巨大收益和销售成本的降低便可知道答案。
< Back
Unit 7 Marketing
3
ATra
ns3
Reading A
与店面销售相比，网络销售拥有一个明显优势：
它可以提供各种按需销售的渠道。不过电子商务平
台不仅仅是提供一种新的销售渠道。事实上，零售
商目前正利用网络平台增加店面购买量。他们可以
利用多种渠道，并通过跨渠道销售将其统一为一个
整体。这种跨渠道策略可以是顾客在网上订购，然
后到店铺提货，或者就是简单地通过所有渠道兑现
代金卡。利用这种策略，零售商可以提供便捷的服
务和满足顾客需求来增加销售机会并提高顾客满意
度。
< Back
Unit 7 Marketing
4
ATra
ns4
Reading A
零售商还可以通过提升按需购买服务能力来促
进网络销售。自动化网络平台使零售商在任何时候
都可以接受订单，使消费者能够随时查看他们订单
状态。无论消费者会有什么样的购物习惯，通过给
他们提供如此便捷的选择，网络零售商可以满足所
有顾客的消费需求。
< Back
Unit 7 Marketing
5
ATra
ns5
Reading A
目前，人们越来越重视绿色商业，而电子商务
平台正有助于零售商促进环境友好型经营活动。从
商业角度来看，由于取消了传统纸质营销和分销方
法，零售商得以大大节省销售成本。举例来说，零
售商过去常常花费大量资金来印制纸质商品目录，
而现在他们可以通过电子邮件和易于更新的在线商
品目录来降低这方面的开支。
< Back
Unit 7 Marketing
6
ATra
ns6
Reading A
随着商业情报的不断发展，越来越多的企业意
识到有效的信息收集和分析系统对于企业的发展是
必不可少的。电子商务平台不仅可以简化原始销售
数据、客户资料数据和订单处理数据的收集，也可
以简化任何有助于进一步了解零售商经营状况的数
据的收集。互联网的数据收集能力使电子商务平台
具备了超越店面销售的战略优势，因为在店面销售
中系统而有序地采集数据要困难得多。
< Back
Unit 7 Marketing
7
ATra
ns7
Reading A
最后，网络和跨渠道零售的力量归根结底在于
对互联网和电子商务平台的有效利用。伴随着电子
商务和科技的持续发展，将会有越来越多的企业依
靠电子商务平台来进一步了解客户、降低成本、提
高运营效率。
< Back
Unit 7 Marketing
Reading A
midst
n. (formal) (used after a preposition)
the middle part of something
e.g. In the midst of the city there lies a
big shopping mall.
Tran: 他作战时表现得非常勇敢。
He fought bravely in the midst
of the battle.
< Back
Reading A
Unit 7 Marketing
crisis
n. a time of danger and great difficulty
e.g. The company is still in crisis but it has survived the worst
of the recession.
Tran:在遇到困难的时候有好朋友可以求助真好。
In times of crisis it’s good to have a friend to turn
to.
< Back
Unit 7 Marketing
Reading A
cautious
a. being careful about what someone says or does, especially
to avoid danger or mistakes
e.g. He was very cautious about committing himself to
anything.
Tran:他们对这一解决危机的方法表达了谨慎的乐观。
They express cautious optimism about a solution
to the crisis.
< Back
Reading A
Unit 7 Marketing
overall
a.
(only before noun) including all the things or people that
are involved in a particular situation; total
e.g. The overall result is an increase in population.
Tran: 绘完画后，她退后一步仔细欣赏整体效果。
When she finished painting, she stepped back to
admire the overall effect.
< Back
Reading A
Unit 7 Marketing
distinct
a. clearly seen, heard, understood, etc.; noticeable
e.g. There was a distinct smell of burning.
e.g. His voice was quiet but every word was distinct.
Tran: 你的英语口语进步明显。
There is a distinct improvement in your spoken
English.
< Back
Unit 7 Marketing
Reading A
consolidate
v. to combine things in order to make them more effective
or easier to deal with; to strengthen the position of power
or success that someone has
e.g. The company has consolidated its position as the
country’s leading gas supplier.
Tran: 最近几家本地企业合并组成了一家大公司。
Several local businesses have recently consolidated
to form a single large company.
< Back
Unit 7 Marketing
Reading A
honor
v.
to do what someone has agreed to do, often by making a
payment
e.g. The bank has refused to honor his check.
Tran: 请遵守合同，工作到该项目结束为止。
Please honor your contract by working until the
project is finished.
< Back
Reading A
Unit 7 Marketing
capability
n. the ability or qualities necessary to do something
e.g. Animals in the zoo have lost the capability to catch/of
catching food for themselves.
Tran: 她没有能力组织好整个部门。
Organizing a whole department is beyond her
capability.
< Back
Reading A
Unit 7 Marketing
accessible
a. that can be used, seen, obtained, etc.
e.g. There is a collection of books
recently made accessible to the public.
Tran: 只有坐船才能到那座岛上。
The island is only accessible
by boat.
< Back
Reading A
Unit 7 Marketing
cater
v. to provide what is desired or needed
e.g. They only publish novels which
cater to the mass market.
Tran: 她拒绝了他的无理要求。
She refused to cater to his
ridiculous demands.
< Back
Unit 7 Marketing
Reading A
intelligence
n. secret information that is collected
e.g. According to our intelligence, further
attacks were planned.
Tran: 将军有敌军的秘密情报。
The general had secret intelligence
of the enemy.
< Back
Unit 7 Marketing
Reading A
simplify
v. to make something easier
to do or understand
e.g. Try to simplify our explanation
for the children.
Tran: 该申请表格已经简化了。
The application forms have
been simplified.
< Back
Reading A
Unit 7 Marketing
profiling
n. the act of collecting useful information about something or
someone so that you can give a description of them.
e.g. Criminal profiling consists of analyzing a crime scene and
using the information to determine the identity of the
perpetrator (犯罪者).
Tran: 什么才是人格潜质分析？(personality profilingcompetency profiling )
What exactly is personality profiling-competency
profiling?
< Back
Reading A
Unit 7 Marketing
come down to
to be able to be explained by a single important point
e.g. What it comes down to is a choice between cutting wages
or reducing the number of staff.
Tran:总之，要么给我加钱， 要么我走人。
What it comes down to is either I get more
money or I leave.
< Back
Unit 7 Marketing
A-Task-1
Reading
A
Task 1 Put the following statements into the right order according
to the passage.
A. A cross-channel strategy helps retailers open up sales opportunities and
improve customer satisfaction.
B. E-commerce platforms will play a more important role in the business world.
C. E-commerce platforms hold a strategic advantage in business data collection.
D. E-commerce platforms help retailers promote green business practices and cut
costs.
E. Online retailers could cater to all customers through automated online
platforms.
F. Online sales continue to grow during the economic crisis.
G. Multi-channel e-commerce platforms account for the online sales growth.
F –G –A –E –D –C -B
< Back
Next >
Home
Unit 7 Marketing
A-Task-2-1
Reading
A
Task 2 Answer the following questions according to the passage.
1. Why is online retail continuing to grow fast while overall retail
numbers drop?
Because of the great benefits and savings of selling via
a multi-channel e-commerce platform.
2. An e-commerce platform is simply a new sales channel, isn’t it?
No. By adopting a cross-channel strategy, retailers can
use an online platform to increase in-store purchases.
3. What can an automated online platform do for retailers and
customers?
It allows retailers to receive orders at any time and
customers to check the status of their order at their
convenience.
< Back
Next >
Home
Unit 7 Marketing
A-Task 2-2
Reading
A
4. How can an e-commerce platform help retailers to save
costs?
By cutting out traditional paper marketing and
distribution methods.
5. In terms of business intelligence, what gives e-commerce
platforms a strategic advantage over in-store retail?
The data-collection capabilities of the Internet.
< Back
Next >
Home
Unit 7 Marketing
Business Know-how
Creating an Effective Trade Show Display
● Remember
that less is more. Keep the images and messages
simple, and layouts clean;
● Select your trade show graphics carefully. If possible, select
simple single images;
● Create a simple and easy-to-remember headline. Choose a
simple and easy-to-read typeface;
● Be careful when writing your description. Make each word
count. Use bullet points and don’t get too technical;
● Make the company name prominent, in the header where
visitors will expect to find it;
● Feature your website address.
< Back
Next >
Home
Unit 7 Marketing
din
Reading
B
gB
Rea
Text
Task 1
Task 2
Task 3
< Back
Next >
Home
Text
Reading
B
B-1
Unit 7 Marketing
A Sales Letter
Jackson White, Sales Manager
Brother Tires Co., Ltd.
Elm Oak Street
Bakersfield, California
Oct. 9, 2010
Benjamin Wood, Manager
Car Products & Accessories
Eastern Supermarket Group
14 Main Street, Bakersfield, California
Dear Mr. Wood,
Reports from all over the world confirm what we have always
known—that the ROY solid tire is not only the solution to a whole lot of
the tire problems but also the fulfillment of every car owner’s dream.
< Back
Next >
Home
Unit 7 Marketing
Text
Reading
B
B-2
We will naturally be well aware of the weaknesses of the
ordinary air-filled tire—punctures, outer covers which split under
sudden stress, and a tendency to skid on wet road surfaces, just to
mention only a few of motorists’ main complaints. Our ROY tire
enables you to offer your customers a tire which is beyond criticism
in those vital qualities of road-holding and reliability.
< Back
Next >
Home
Unit 7 Marketing
Text
Reading
B
B-3
We could tell you a lot more about ROY tires, but would
prefer you to read the enclosed copies of reports from racing car
drivers, test drivers, motor dealers and manufacturers. These
reports really speak for themselves. You may also visit our official
website for more reviews and recommendations from our
ordinary users.
< Back
Next >
Home
Unit 7 Marketing
Text
Reading
B
B-4
You are already aware of our terms of dealing, but to
encourage you to hold a stock of the new solid ROY, we are
pleased to offer you a special discount of 3% on any order
received by December 31.
Yours sincerely,
Sales Department
< Back
Next >
Home
Unit 7 Marketing
B-Trans-1
Reading
B
推销函
杰克逊•怀特
销售经理
兄弟轮胎有限公司
榆橡大街
加利福尼亚州贝克斯菲尔德市
2010年10月9日
本杰明•伍德
经理
汽车用品与配件部
东部超市集团
主大街14号
加利福尼亚州贝克斯菲尔德市
亲爱的伍德先生：
我们都知道罗伊牌实心轮胎可以解决许多轮胎方面的问题，是每个车
主的梦想之胎。这一点也为世界各地的报道所证实。
< Back
Unit 7 Marketing
B-Trans-2 B
Reading
我们都清楚普通充气轮胎的缺陷——如驾
驶员常抱怨的几点：易被刺穿、压力突然增大
时易破裂以及潮湿路面易打滑。而我们的罗伊
牌轮胎使您能够为顾客提供一种在抓地性和可
靠性方面无可挑剔的轮胎。
< Back
Unit 7 Marketing
B-Trans-3 B
Reading
有关罗伊牌轮胎我们还可以告诉您很多，不过
希望您能阅读一下附寄的来自赛车手、试车员、汽
车经销商和制造商的报告，就再清楚不过了。您也
可以访问我们的官方网站了解普通用户的评论和推
荐。
< Back
Unit 7 Marketing
B-Trans-4 B
Reading
虽然您已清楚我们的经销条款，但为了鼓
励经销罗伊牌新型实心轮胎的销售，如您在12
月31日前订购，我们将提供3%的特别折扣。
您真诚的，
杰克逊•怀特
销售部
< Back
B-Task 1
Reading
B
Unit 7 Marketing
Task 1 A successful sales letter usually follows four steps.
Read the letter again and match the steps with the
four paragraphs in the body of the letter.
A. Motivating the reader’s action
B. Arousing the reader’s interest
C. Getting the reader’s attention
D. Providing the reader’s benefits
C
B
D
A
< Back
Next >
Home
Unit 7 Marketing
B-Task 2
Reading
B
Task 2 Try to rewrite the following sentences in a more appealing
and persuasive way.
1. You will be interested in our new toothbrush.
Would you like to know which toothbrush most dentists use?
2. Our new digital camera, SHINNING X5, is useful.
Here’s a digital camera——SHINNING——which will
revolutionize the way you take photos.
3. The MacroPrinter 3000 is better than other printers in the same
price range.
Macroprinter 3000: Well above the competition!
4. The Super sports T-shirts are comfortable.
The Super sports T-shirts—so comfortable you won’t know
you’re wearing them.
5. The CDBurnerXP is reliable.
Scientific test shows that CDBurnerXP is up to twice as reliable
as other leading brands.
< Back
Next >
Home
Unit 7 Marketing
B-Task 3
Reading
B
Task 3 Rearrange the following sentences in an appropriate order to
form the body of a four-paragraph sales letter.
a. Why wait? Come and buy the machine, right now. Each day’s delay
costs you money.
b. In addition, within one year of your purchase of the air conditioner,
we will take care of fixing, repairing, or even replacing it if there is
anything wrong.
c. And if you would like to spread the cost, you have three years to pay
up.
d. The price of the air conditioner is very competitive, five percent
lower than that of similar products in the market.
e. Tests in over 100 business offices have proved that Luck air
conditioners can do this.
f. As the increased staff efficiency means greater profits for your
business organization, the Luck air conditioner will consequently
pay for itself within a limited period of time.
g. How would you like to increase the efficiency of your office staff by
ten percent this summer?
Sample
< Back
Next >
Home
Unit 7 Marketing
B-3-Sample
Reading
B
How would you like to increase the efficiency of your office staff
by ten percent this summer?
Tests in over 100 business offices have proved that Luck air
conditioners can do this. As the increased staff efficiency means
greater profits for your business organization, the Luck air conditioner
will consequently pay for itself within a limited period of time.
The price of the air conditioner is very competitive, five percent
lower than that of similar products in the market. And if you would
like to spread the cost, you have three years to pay up. In addition,
within one year of your purchase of the air conditioning, we will take
care of fixing, repairing, or even replacing it if there is anything
wrong.
Why wait? Come and buy the machine, right now. Each day’s
delay costs you money.
< Back
Unit 7 Marketing
Listening ning
& Speaking
Liste
Task 1
Task 2
Task 3
Task 4
Task 5
< Back
Next >
Home
Unit 7 Marketing
LTas
k
1-1
Listening & Speaking
Task 1 Pamela Fischer, an American importer, talks with a
Chinese salesman at a trade show. Listen to the
conversation and fill in the blanks with what you hear.
M: Good morning. May I help you?
W: I wonder if you can give me more information about this
product you’re showing.
M: I’d be glad to help. Would you like a packet of
our promotional materials
_______________________?
W: Thank you.
M: Well, it’s called the Pocket Reader. Would you like
a quick demonstration to see how it works
_____________________________________?
W: All right.
声音
< Back
Next >
Home
Unit 7 Marketing
LTas
k
1-2
Listening & Speaking
M: Now, first I press this little button to switch it on and then I move it
across the paragraph like this and you can read the sentences I’ve
scanned here in the little window.
W: It’s impressive. __________________________________
This is the kind of thing my customers might go for.
M: What they’ll most appreciate is that it can be used anywhere and it is
easy to use.
W: How long will it take you to make shipment if I place an order?
We have large stocks in our warehouse
M: _______________________________
and we could ship your
order within one week.
W: Great. Are all the components made here in China?
we do some subcontracting
M: Yes, _______________________
, but only in China. These
computers are made here. May I ask what company you work for?
W: I represent Focus Electronics. We’re a high-volume, discount mail
order house(邮购商号 )…
声音
< Back
Next >
Home
Unit 7 Marketing
LTas
k2
Listening & Speaking
Task 2 Alan Lawson, whose company intends to take part in a
trade show, is making an inquiry with the trade show
organizer about stand booking. Listen to the conversation
and complete the following note.
About Stand Booking
1. ( Early booking ) entails a discount.
2. Decide the ( size/space ) of stand(s) and check the budget .
3. Booth ( location ): high exposure and check the nearby stands.
4. Sign and return the contract with deposit for ( confirmation) of
stand choice.
声音
Script
< Back
Next >
Home
Unit 7 Marketing
L-2Scrip
t
Listening & Speaking
Task 2 Script
M: Nice to meet you. May I inquire something
about stand booking?
W: Certainly. Anything you would like to know.
The first advice I need to give to you is to
book your stand early. You’ll have a better
choice of stands and may be entitled to an early
booking discount.
M: Oh, that is good to know. Early booking
entails a discount. Then what else do I need
to prepare in advance?
W: You need to establish how much space you
ideally require to display your products and
then check whether this fits within your budget.
声音
< Back
Unit 7 Marketing
LTas
k3
Listening & Speaking
Task 3 Mike Byron is discussing pre-show promotion with Ms.
Winn. Listen to the conversation and choose the best
answer to each question you hear.
1. A. Because it creates awareness.
B. Because it decreases traffic.
C. Because it saves money.
D. Because it reduces workload.
2. A. Use an individual’s name on the envelope.
B. Use an individual’s name on the enclosed letter.
C. Add a brief handwritten note at the bottom of the letter.
D. Follow the mail with a phone call.
3. A. Company name and phone number.
B. Company name and brief introduction.
C. Company name and booth number.
D. Booth size and booth number.
声音
Script
< Back
Next >
Home
Unit 7 Marketing
L-3Scrip
t
Listening & Speaking
Task 3 Script
M: You told me that direct mail can be a powerful
promotion.
W: Yes, direct mail builds booth traffic, generates
sales leads and creates awareness.
M: But the clients will receive so many invitations
before the show. How can I make mine different
from the others?
W: Get personal. Always use an individual’s name
on the envelope and enclosed letter. Another
technique is for you to add a brief handwritten
note at the bottom of the letter. This adds a
personal touch to the communication.
M: Good idea. Someone suggested I include an
声音
< Back
LTas
k4
Listening & Speaking
Unit 7 Marketing
Task 4 Denise Morgan is visiting a booth at a trade show and
asking about the exhibitor’s information. Complete the
following company profile with what you hear.
Company Profile
Name: _______
Rainbow Umbrella Co. Ltd.
History: founded in ________
1990
six solely owned plants
Scale: four
___ sales branches, ten offices, ___
quality
Priority: product ________
Production Capacity: ten
___________
million umbrellas a year
Reputation: products well-received
_______________ in the market,
leading market position
Main markets: US, Canada, _________
Europe and Japan
声音
Script
< Back
Next >
Home
Unit 7 Marketing
L-4Scrip
t
Listening & Speaking
Task 4 Script
M: Madam, you seem to be quite interested in our
products.
W: Yes, the folding umbrellas look beautiful.
M: Our umbrellas are light, UV-resistant and it
sheds water and dries quickly.
W: What's the name of your company? Can you tell
me some information about your company?
M: Yes, of course. Our company is Rainbow
Umbrella Co. Ltd. It was founded in 1990 and
now has four sales branches and ten offices
throughout the country. We specialize in
designing and manufacturing umbrellas. Quality
is our top priority. Our products have been well
声音
< Back
Unit 7 Marketing
LTas
k
5-1
Listening & Speaking
Task 5 Listen to the passage twice and fill in the blanks with what
you hear.
According to the Center for Exhibit Industry Research, the majority of
trade fair attendees are decision makers or influencers who plan to make a
purchase. Following are the guidelines to help make sure one is ready to
sell effectively
_______________.
Avoid soft sells and be engaging: Trade fairs require a hard-sell
approach. When attendees show interest in your booth, approach them
immediately. Present your professionalism and willingness to help and avoid
ask a direct question
greetings like “Can I help you”. Instead, ______________________—“What
information can I tell you about our new heating system?”
Watch your manners: Don’t sit down. Don’t eat, drink, or smoke at the
booth. Never leave your booth unattended. Don’t spend time chatting with
focusing on customers
colleagues instead of ________________________.
声音
< Back
Next >
Home
Unit 7 Marketing
LTas
k
5-2
Listening & Speaking
Qualify prospects quickly: The first thing you should do once
you meet someone new is to find out who they are and where
they’re located. You can find this information out by requesting
a business card
________________.
Ask lots of questions: Engage a prospect by asking open-ended
questions—ones that require more than a yes or no answer. This will
help you determine their needs and interests.
Keep good records: Write down all the relevant information
about a prospect on a “lead card” which contains his or her needs,
budget and timing Use this card for your post-show
interests, _________________.
follow-up when you return to the office.
声音
< Back
Next >
Home
Unit 7 Marketing
Writin
Writing
g
Task 1
Task 2
Task 3
< Back
Next >
Home
WWriting
Task-1
Unit 7 Marketing
Task 1 Look at the following advertisements and discuss the
questions below with your partner.
Q1
Q2
< Back
Next >
Home
Unit 7 Marketing
W-1Writing
Q1
What does each advertisement sell?
Sample 1 is a public service advertisement (公益广告),
warning the consequence of drunk driving. Sample 2
is a hair gel advertisement, showing the effect after
using the product. Sample 3 is also a public service
advertisement, warning parents to take care of their
children in the swimming pool. Sample 4 is a mobile
phone advertisement showing the special musical
feature of the product.
< Back
Unit 7 Marketing
W-1Writing
Q2
What is the slogan used in each advertisement?
Sample 1: Reserved for Drunk Drivers
Sample 2: Tames the Wildest Hair
Sample 3: Watch Around Water
Sample 4: Express Your Musical Side
< Back
Unit 7 Marketing
WTask-
Writing
2-1
Task 2 Translate the following advertisements slogans into
Chinese.
1.Time always follows me.
时间永随我。（罗西尼表）
2. Good to the last drop.
滴滴香浓，意犹未尽。（麦斯威尔咖啡）
3. A diamond lasts forever.
钻石恒久远，一颗永流传。(第比尔斯)
4. Start ahead.
成功之路，从头开始。(飘柔)
< Back
Next >
Home
Unit 7 Marketing
Task
Writing
2-2
W-
5. Let’s make things better.
让我们做得更好。（飞利浦电子）
6. Melt in your mouth, not in your hand
只溶在口，不溶在手。(M&M巧克力)
7. Fresh-up with Seven-up.
提神醒脑，喝七喜。（七喜）
8. Focus on life.
瞄准生活。（奥林巴斯）
< Back
Next >
Home
Unit 7 Marketing
Task 3
WWriting
Task-3
Work with your partner and design an advertisement slogan
for one of the following products or any other product you
like.
< Back
Next >
Home
Unit 7 Marketing
Mini
Mini-project
Work in groups. Discuss with your partners to choose a product.
Decide on any two of the following advertising media and draft two
advertisements for your product. Then demonstrate your ads to the
class.
< Back
Next >
Home
Unit 7 Marketing
age
Language
Lab
Lab
Langu
Task 1
Task 2
Task 3
Task 4
Task 5
< Back
Next >
Home
Unit 7 Marketing
Language Lab
LLTask
1
Task 1 Match the words on the left with their meanings on the
right.
F
A
E
I
D
G
C
H
J
B
< Back
Next >
Home
Unit 7 Marketing
Language Lab
LLTask
2-1
Task 2 Complete the following sentences with the words from
Task 1. Change the form if necessary.
1. The social and economic status
______ of women is still low in this
country.
enclosed a copy of my résumé with additional
2. I have _________
information about my qualifications.
overall performance, we specifically investigated
3. In addition to _________
a secretary’s communication skills.
distinct smell of soap in the bathroom.
4. There was a(n) ________
5. The new mobile commerce
_________ lets consumers order products or
services using their phones or personal digital assistants.
< Back
Next >
Home
Unit 7 Marketing
Language Lab
LLTask
2-2
cater for up to 850 pupils aged between 11
6. The school can ________
and 18.
platform to upgrade its
7. The bank plans to use the new __________
electronic ordering system.
consolidate its business
8. The company is planning to ____________
activities at a new site in Beijing.
9. The bank is very ________
cautious about lending money to the real
estate industry.
10. Everything will ___________
ultimately depend on what is said at the
meeting next week.
< Back
Next >
Home
Unit 7 Marketing
Language Lab
LLTask
3
Task 3 Complete the sentences with the following phrases.
Change the form if necessary.
in the midst of at one’s convenience rely on come down to speak for itself
1. The goods will be delivered to your house any time
___________________.
at your convenience
for itself
2. It is commonly agreed that a good design should speak
___________
.
come down to how much
3. Eventually our choice of hotel will _______________
we can afford.
in the midst ofwriting up a report.
4. I’m afraid I’m too busy—I’m _____________
5. The organization encourages members to meet on a regular
well as providing them with financial support.
basis, as
________
< Back
Next >
Home
Unit 7 Marketing
Language Lab
LLTask
4-1
Task 4 Rewrite the following sentences after the models.
Model 1: When we take cautious consumer spending and tight credit into account,
why is online retail continuing to grow fast while overall retail numbers
drop?
Given cautious consumer spending and tight credit, why is online retail
continuing to grow fast while overall retail numbers drop?
1. When we think about his age, he’s a remarkably fast runner.
Given his age, he’s a remarkably fast runner.
2. Considering the condition of the engine, it is a wonder that it even starts.
Given the condition of the engine, it is a wonder that it
even starts.
3. When we consider that he’s had six months to do this, he hasn’t made much
progress.
Given that he’s had six months to do this, he hasn’t
made much progress.
< Back
Next >
Home
Language Lab
LLTask
4-2
Unit 7 Marketing
Model 2: Retailers use online platforms and are actually increasing in-store
purchases.
Retailers are actually increasing in-store purchases using online
platforms.
1. He drives a truck and earns his living.
He earns his living driving a truck.
The factory used the new equipment and succeeded in increasing
production.
The factory succeeded in increasing production using
the new equipment.
3. They adopted a different approach and managed to solve the problem.
They managed to
different approach.
solve
the
problem
adopting
< Back
Next >
a
Home
Unit 7 Marketing
Language Lab
LLTask
5-1
Task 5 Translate the following into English using the given words or
phrases.
1.他们已决定推迟签署整合两家公司塑料业务的协议。(consolidate)
They have decided to postpone the agreement to
consolidate the two companies’ plastics businesses .
2. 他尝试将这本书简化以满足更年轻的读者。(simplify)
He managed to simplify the book for the younger
reader.
3. 处理签证申请至少需要28天的时间。(process)
Visa applications take at least 28 days to process.
4. 我完全愿意执行我们的合约。(honor)
I have every intention of honoring our contract.
< Back
Next >
Home
Unit 7 Marketing
Language Lab
LLTask
5-2
5.售后服务对于一个产品的成功至关重要(vital)
After-sales service is vital to the success of a product.
6.为满足顾客需要，我们设计了许多不同的保险方案。(cater to)
We have designed a variety of insurance plans to cater
to our customers’ needs.
7.问题是这些药品太容易弄得到。(accessible)
The problem lies in that these medicines are so easily
accessible.
8.所有一切都归结为你现在是否想工作。(come down to)
It all comes down to whether you want to get a job
now or not.
< Back
Next >
Home
Unit 7 Marketing
Ente
rtain
ment
Entertainment
Scarborough Fair
By: Paul Simon & Art Garfunkel
Are you going to Scarborough fair?
Parsley, sage, rosemary and thyme
Remember me to one who lives there
She once was a true love of mine
Tell her to make me a cambric shirt
(On the side of a hill in the deep forest green)
Parsley, sage, rosemary and thyme
(Tracing of sparrow on snow crested brown)
Without no seams nor needlework
(Blankets and bedclothes a child of the mountain)
声音
Background
< Back
Next >
Home
Unit 7 Marketing
Bac
kgr
oun
d
Entertainment
Background
Scarborough Fair comes from an English folk song from the
16th century, which is about unrequited love. A young man
requests impossible tasks from his lover, saying that if she can
perform them, he will take her back. In return, she requests
impossible things of him, saying she will perform her tasks
when he performs his.
Paul Simon learned the song in 1965. Art Garfunkel
adapted the arrangement, integrating elements of another song
Paul Simon had written called The Side of a Hill, and the pair
added some anti-war lyrics. The singing duo of Simon and
Garfunkel made the song famous in the 1960’s, which was then
included in the movie The Graduate.
< Back
新职业英语
Unit 7 Marketing
Thank You!
Thank You!