商務(wù)英語 Unit building relationship

1、編輯pptUnit 3 Building relationship編輯pptWarmer relationship l family, colleagues, boss, friends, clubs the individual belongs to,Business-to-business relationship l Partner: supplier, distributor E-marketplace on the internet l l編輯pptWarmer Relationship networks l Stakeholder theory holds that society

2、 is made up of a web of relationships, and that each member of this arrangement had its stake of interests and of responsibilities. In a company, the interested parties are its :l Owners(shareholders)l managersl employees l suppliers l distributorsl customers 編輯pptWarmer l How companies keep custome

3、rsIt is very important to find out what the customer thinks of the service or product that the company offer. You can find out what customers think through: l face to face interviewsl or on the telephone, l or written questionnaires l know each other well l talk to each other regularly l visit them

4、frequently l small gift on special occasions (birth day, womans day) 編輯pptUnderstand quotation A relationship is like a shark, you know. It has to constantly move forward or it dies. -Woody Allen, American film-makers and actorShark: 鯊魚密度比水稍大，也就是說，如果它們不積極游動，就會沉到海底。它們游得很快，在水中，大白鯊可以以43千米的時速穿梭，但它們只能在短時

5、間內(nèi)保持高速。 編輯pptWarmer l Woody Allen (born Allan Stewart Konigsberg; December 1, 1935) is an American screenwriter, director, actor, comedian, jazz musician, author and playwright.l Allens distinctive films, which run the gamut from dramas to screwball sex comedies, have made him a notable American dir

6、ector. He is also distinguished by his rapid rate of production and his very large body of work.1 Allen writes and directs his movies and has also acted in the majority of them. For inspiration, Allen draws heavily on literature, sexuality, philosophy, psychology, Jewish identity, and the history of

7、 cinema, among a wealth of other fields of interest.編輯pptWarmer編輯pptVocabulary: describing relationsPositive meaning l Build up relationsl Cementl Developl Encouragel Establishl Improvel Maintainl Promotel Restorel Resumel Strengthen 編輯pptVocabulary: describing relationsNegative meaning l Break off

8、relationsl Cloudl Cut offl Disrupt l Impairl Jeopardizel Severl Sourl Spoil 編輯pptVocabulary: describing relationsl 1 e 2 d 3 b 4 a 5 eGet Ss to talk about relations betweenl Their country and another countryl Their company and its customersl Their department and the rest of the company they work for

9、 l Two well-known celebrities or politicians.編輯pptListening: Ways of entering marketsl Task A Get Ss to say whether their predications were correct or not.China: 1, 2, 5 Latin America: 2, 3, 6 編輯pptReading: Relationship marketingl Brief introduction about Rank Xerox and Dominos Pizza, Inc.l Rank Xer

10、ox was formed in 1956 as a joint venture between the Xerox Corporation of U.S. and the Rank Organisation of UK, to manufacture and market Xerox equipment initially in Europe and later in Africa and Asia. A further joint venture between Rank Xerox and Modi Group in India formed Modi Xerox (now Xerox

11、India) to manufacture and sell Xerox equipment in the Indian subcontinent.編輯pptReading: Relationship marketingl 網(wǎng)絡(luò)上 xerox 的定義 l 施樂公司（Xerox，），又稱為全錄（臺灣），是一家美國文案管理、處理技術(shù)公司，產(chǎn)品包括打印機、復(fù)印機、數(shù)字印刷設(shè)備以及相關(guān)的服務(wù)和耗材供應(yīng)。施樂公司的總部位于美國康涅狄格州費爾菲爾德縣（于2007年10月由費爾菲爾德縣搬過來）。紐約州羅切斯特是施樂公司的誕生地，現(xiàn)在仍是施樂公司最主要的辦公地點。l /wiki

12、/Xerox - 編輯pptReading: Relationship marketingl Dominos Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Dominos is the second-largest pizza chain in the United States.1 Dominos currently has nearly 9,000 corp

13、orate and franchised stores2 in 60 international markets3 and all 50 U.S. states. Dominos Pizza was sold to Bain Capital in 1998 and went public in 2004. Dominos menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheesesticks, and a variety of dessert it

14、ems.編輯pptReading: Relationship marketing編輯pptReading: Relationship marketingl Task B Ask for answers to the questions. 1 A 5% decrease in the number of defecting customers led to profit increases of between 25% and 85%. Dominos Pizzas estimates that a regular customer is worth more than $5,000 over

15、ten years.2 Established customers 1)tend to buy more2)Are predictable and 3)Usually cost less to service than new customers4)Furthermore, they tend to be less price sensitive, and 編輯pptReading: Relationship marketing5)May provide free word-of-mouth advertising and referrals.6)Retaining customers to

16、enter a market or increase their share of a market. l The article also mentions, as its main theme, that keeping customers leads to increased profitability.3 Prospect Customer Client Supporter Advocate 編輯pptReading: Relationship marketingl Task CHumdrum b) Defecting a)Nurturing b)Correlation a) Cust

17、omer retention b) 編輯pptReading: Relationship marketingl Task D1 c 2 a 3 b 4 e 5 d l Task E If the Ss need prompting, you could mention:l -special offers offered by many types of organisations and retailers.l -loyalty cards with supermarkets l -frequent flier programmers with airlinesl -free minutes

18、with mobile phone companies.編輯pptLanguage review: Multi-word verbsl Task A F c b d g j h e a i l Task B 1 get on (really well)2 count on 3 build up4 hold on to5 put it off 6 sounded out 7 let (us) down8 set up9 draw up10 call it off編輯pptLanguage review: Multi-word verbsl Task C 1 well have to call t

19、he meeting off tomorrow/ well have to call off the meeting tomorrow.2 Lets put off the presentation until next week.3 We know our suppliers will never let us down./ we can count on our suppliers to meet their deadlines.4 We have now set up a first class distribution network in Europe.5 Could you ple

20、ase draw up a contract as soon as possible./ Could you please draw a contract up as soon as possible.6 Could you set up a meeting with them for next year./ Could you set up as soon as 7 Weve held on to the same market share that we had last year.8 The new sales manager gets on very well with his tea

21、m.編輯pptLanguage review: Multi-word verbsGet SS to discuss the following questions1 how can businesses build up market share?2 how can companies hold on to their most valued employees?3 what preparation should be made before setting up a meeting with an important potential customer? 編輯pptLanguage rev

22、iew: Multi-word verbsl Possible answers for question 1 Of course, before companies can build up market share, they have to get into the market in the first place. They have to find out about how the market works, how distribution is set up and so on. When they have put together enough information, t

23、hey can set out to attract the market, perhaps starting off in just a small area to begin with. They may try to set themselves apart from competitors by offering a product with special features, or they may compete on price.編輯pptSkills: networkingl Task A 1 a) false b) true 2 a) false b) false3 a) t

24、rue b) false 4 a) false b) truel Task B 1 valentin Perez(A) wants advice on franchising contracts. A friend has given him the name of the person that he calls, saying that they might be able to help. B (whose name we do not learn) is unable to help, but gives Valentin Perez the name of someone who m

25、ight be able to: Stephanie Grant.2 The call is successful in the sense that Valentin Perez gets Stephanie Grants name.編輯pptSkills: networkingl Task C 1 I hope you dont mind me phoning. Silvana said it would probably be ok.2 Is it a convenient time to ring or could i call you back at a better time?3

26、Silvana mentioned that you might be able to advise me on franchising contracts.4 Mmm, I dont know. I could maybe give you a little help, but i know someone whos an expert in that area.5 You havent got her phone number by any chance?6 Can i mention you name when i call her?編輯pptCase study: Getting to know youl Background information:l companyKims