《世紀商務英語》課件-第八章

世紀商務英語綜合教程基礎篇ⅡLearningObjectivesInthisunit,youarerequiredto:learndifferentwaysofbusinesspromotion;telltheadvantagesanddisadvantagesofabusinesspromotion;understandthetworeadingpassagesandmastertheimportantwordsandexpressionsinthem;developskillsinusingobjectclauses;learntowriteaninvitationcardandagreetingcard.BusinessPromotionWarm-upListeningandSpeakingIn-depthReadingFurtherReadingUnit8PracticalWritingReal-LifePracticesocialnetworkservicemarketingchartscomparisoncompetitionurbanmarketing

(1)Costcousesthismethodtoachievegreatsuccess.Byprovidingsamplestoallcustomersinthestore,regardlessofwhethertheypurchasesomething,theyencouragecustomerstobuyproductstheymaynothaveconsideredbefore.Smallbusinessesdon’thavethebudgetthatCostcodoesbutcanstillprovidefreesamplestocustomers.

(2)Theseareofferedinmagazines,newspapers,onproductpackaging,andonline.Youcanoffervouchersandcouponsviaemailtoyouremaillistorasathank-youwhenpeoplesubscribetoyourblogoremailnewsletter.

(3)Arestaurant,forexample,mayofferfreedessertwiththepurchaseofameal.Anelectronicsstoremayofferfreebatteriestocustomers.Chik-Fil-Arecentlylaunchedapopularpromotionwheretheyofferedthefirst100customerstotheirnewly-openedstoresfreechickensandwichesforayear.

(4)Everybodylovesadeal,andasBlackFridayandCyberMondayconsistentlydemonstratesyearafteryear,consumerswillgocrazyoveragoodprice.Useholidaysandeventsinour2017MarketingCalendartoyouradvantagebyhavingsalesorspecialsatyourbusiness.

(5)Offerthemsomeofyourproductsorservicestobebundledintoapackageattheirbusinessandofferthesamebundleatyours.Thisisfreepromotionforeachofyouattheotherowner’sbusiness.freesamplesvouchersandcoupons

freegiftsdiscountprices

jointpromotionScript

Theobjectivesofproductpromotionaretoincreasesales,attractcustomers,improveproductrecognitionand(1)

___________________

brandidentity.Productpromotionbenefitsbusinessesby(2)

__________________

consumerdemand,andbenefitsconsumersby(3)

_____________________

neededinformationaboutproductavailabilityanduses.Becauseofintensecompetition,itiscriticaltoplananeffectivestrategybefore(4)

__________________

apromotioncampaign.Itisparticularlyimportantforsmallbusinessesto(5)

__________________

theirlimitedresourceseffectively.enhance

generatingprovidinginitiatingutilizeBack

Theobjectivesofproductpromotionaretoincreasesales,attractcustomers,improveproductrecognitionandenhancebrandidentity.Productpromotionbenefitsbusinessesbygeneratingconsumerdemand,andbenefitsconsumersbyprovidingneededinformationaboutproductavailabilityanduses.Becauseofintensecompetition,itiscriticaltoplananeffectivestrategybeforeinitiatingapromotioncampaign.Itisparticularlyimportantforsmallbusinessestoutilizetheirlimitedresourceseffectively.ScriptContestsSocialMediaMailOrderMarketing

Productpromotionisoneofthenecessitiesforgettingyourbrandinfrontofthepublicandattractingnewcustomers.Therearenumerouswaystopromoteaproductorservice.Somecompaniesusemorethanonemethod,whileothersmayusedifferentmethodsfordifferentmarketingpurposes.Regardlessofyourcompany’sproductorservice,astrongsetofpromotionalstrategiescanhelppositionyourcompanyinafavorablelightwithnotonlycurrentcustomersbutnewonesaswell.HerearethetopthreestrategiesI’dliketosharewithyou.

1.Contests

Contestsareafrequentlyusedpromotionalstrategy.Manycontestsdon’tevenrequireapurchase.Theideaistopromoteyourbrandandputyourlogoandnameinfrontofthepublicratherthanmakemoneythroughahard-sellcampaign.Peopleliketowinprizes.Sponsoringcontestscanbringattentiontoyourproductwithoutcompanyovertness.

2.SocialMedia

SocialmediawebsitessuchasFacebookandGoogleoffercompaniesawaytopromoteproductsandservicesinamorerelaxedenvironment.Thisisdirectmarketingatitsbest.Socialnetworksconnectwithaworldofpotentialcustomersthatcanviewyourcompanyfromadifferentperspective.Ratherthanseeingyourcompanyas"tryingtosell"something,thesocialnetworkcanseeacompanythatisintouchwithpeopleonamorepersonallevel.Thiscanhelplessenthedividebetweenthecompanyandthebuyer,whichinturnpresentsamoreappealingandfamiliarimageofthecompany.

3.MailOrderMarketing

Customerswhocomeintoyourbusinessarenottobeoverlooked.Thesecustomershavealreadydecidedtopurchaseyourproduct.Whatcanbehelpfulisgettingpersonalinformationfromthesecustomers.Offerafreeproductorserviceinexchangefortheinformation.Thesearecustomerswhoarealreadyfamiliarwithyourcompanyandrepresentthetargetaudienceyouwanttomarketyournewproductsto.BackScriptAdvertiseonlinethroughsocialmedia.Sendfreeaccessorieswiththephone.Contactthetelecomstoseekforcooperation.Simon:Thelaunchofournewestphoneisn’tverysuccessful.Weneedtorespondpromptlyandfigureoutawaytomakeitstanduptocomparison.Nina:Isuggestweadvertiseonline,throughsocialmedia.Simon:Goodidea!Butnowadaysmanycompaniesstillstrugglewithhowtobestusesocialmediatoengagetheircustomersandpromotetheirbusinesses.Nina:It’sallaboutengagingthetargetcustomerwithvaluablecontent.Simon:Exactly.Anyotherideasonpromotion?Nina:Maybewecansendfreeaccessorieswiththephone.Simon:Great.Itcouldbethesellingpoint.Makesuretheaccessoriesareofourbrand.Nina:Ofcourse.Myteamwillmakesurethatourtrademarkisoneverythingrelatedtothepromotion.I’llalsocontactthetelecomstoseekforcooperation.Simon:Good.Itisworthtrying.Nina:Okay.Myteamwillbrainstormtodayandpresentyouanentirepromotionalcampaigntomorrow.BackReadthepassageaboutbusinesspromotionandanswerthefollowingquestions.(1)WhatisthedifferencebetweenMobikeandtraditionalpublicbikes?(2)WhichcompanyisthemaincompetitorofMobikeinChina?(3)WhichfirmsfromothercountrieshavealsoenteredtheLondonmarket?(4)WhatistheproblemwithpublicbikesthatcurrentlyplaguesmanyChinesecities?(5)Whatmeasurescanbetakentoencourageuserstodeliverbikesbacktohigh-useareas?MobikeJostlesfora

Share

in

the

UK

MobikehasbecomethelatestcompanytoreleaseitsdocklessbikesonthestreetsofLondon.TheBeijing-basedbike-hiringcompanyrolled

outthefirstof750bikesintheWestLondonBoroughofEalingonTuesday,joiningfourothernewarrivalstakingonexistingschemes.Thecompany’ssilverandorangebikescanbepickedupandparkedwithouttheuseofadock.RidersunlockabikebyscanningaQRcodewiththeMobikeapp,whichisavailableonAndroidandalsoavailablefromtheAppleStore.Newusershavetopayapromotionaldepositof29pounds($38.50),andridescost50pencefor30minutes.

ThelaunchsawMobikecompetingagainstrivalChinesecompanyOfoinaBritishcityforthefirsttime.Ofointroduced200ofitsyellowbicyclesinHackney,EastLondon,lastweekafterlaunchingitsUnitedKingdomoperationinCambridgeearlierthisyear.MobikehashadanewpresenceinManchestersinceJune.

ThetwocompaniesarekeyplayersinChina’sfamed“bikewars”,withdozensofbikesharing

rivalscompetingformarketshareinhundredsofcitiesacrossthenation.FirmsfromothercountrieshavealsoenteredtheLondonmarket.Singapore-basedoBikerolledouthundredsofcyclesinWandsworth,London,whileIrishfirmUrbowillput250bikesinthecapital’sWalthamForest.CompanieshavetargetedLondonboroughsthatarenotwell-servedbySantanderCycles’dockedbikescheme.

“EalinghadwantedSantanderCyclesforquitesometime,butit’squitefarout(fromcentralLondon)andtheyareexpensivetoputinplace,”saidStevePyer,UKgeneralmanagerforMobike.“Wejusthadtomakesurethatalltheapprovalswiththecouncil

wereinplace,andthatwehadsetupthepreferredlocationsforthebikes.”

JulianBell,leaderofEalingCouncil,saidhesoughtassurancesthebikeswouldnotclutter

publicareas,aproblemthatcurrentlyplaguesmanyChinesecities.“Iwasveryenthusiastic

abouttheconcept,”saidBell.“Ifeltithadmoreflexibilitythanadockingcyclehirescheme.Equally,Iwasconcernedaboutallthosepicturesyouseeonsocialmediaofmountainsofdiscardedbikes,soparkingwasthekeyissue.”

MobikehasGPStrackersonallofitscyclesandhopes“geo-fencing”willencourageuserstodeliverbikesbacktohigh-useareas.UserswhofailtoparkbikesindesignatedparkingspaceshighlightedontheMobikeappwillincurpenaltiesandfutureridesmaybemoreexpensive.Locationdatawillalsobesharedwiththecounciltoaiddecisionsonsomenewinfrastructure.Part1Decidewhetherthefollowingstatementsaretrueorfalse.WriteTfortrueandFforfalse.FFTTT

Mobikecyclesare______________________incolor.Theycanbepickedupandparkedwithouttheuseofadock.

Ridersunlockabikebyscanning___________________withtheMobikeapp.

Newusershavetopay_______________________________.

Ridescost___________________forhalfanhour.

Parkbikesin________________________shownontheapp.Youmaybepunishedifyoufailtodoso.Part2CompletethefollowingMobikeUserGuidewiththeinformationinthepassage.silverandorangeaQRcodeapromotionaldepositof29pounds50pencedesignatedparkingspacesPart1Matchthewordsontheleftwiththedefinitionsontheright.Part2Fillineachoftheblankswiththeproperformofthewordinbrackets.designateclutteredplaguingflexiblehighlightedTranslatethefollowingsentencesintoChinese.

(1)ThelaunchsawMobikecompetingagainstrivalChinesecompanyOfoinaBritishcityforthefirsttime.

_______________________________________________________________________________________________

(2)ThetwocompaniesarekeyplayersinChina’sfamed“bikewars”,withdozensofbike-sharingrivalscompetingformarketshareinhundredsofcitiesacrossthenation.

_______________________________________________________________________________________________

(3)CompanieshavetargetedLondonboroughsthatarenotwell-servedbySantanderCycles’dockedbikescheme.

_______________________________________________________________________________________________

(4)Equally,Iwasconcernedaboutallthosepicturesyouseeonsocialmediaofmountainsofdiscardedbikes,soparkingwasthekeyissue.

_______________________________________________________________________________________________

(5)UserswhofailtoparkbikesindesignatedparkingspaceshighlightedontheMobikeappwillincurpenaltiesandfutureridesmaybemoreexpensive.

_______________________________________________________________________________________________此次發(fā)布是摩拜首次在一個英國城市與對手公司Ofo競爭。這兩家公司是中國著名的“自行車戰(zhàn)爭”的主要參與者，與數(shù)十個共享單車競爭對手爭奪全國數(shù)百個城市的市場份額。這些公司瞄準了“桑坦德有樁單車計劃”服務不太好的倫敦行政區(qū)。同樣，我一直關注社交媒體上大家看到的成堆的被丟棄的自行車圖片，所以停車是關鍵問題。用戶如未能在摩拜應用程序中突出顯示的指定停車位停放單車，將受到處罰，且未來的騎行收費可能會更昂貴。CompletethefollowingsentencesbytranslatingtheirobjectclausesfromChinesetoEnglish.

1.Ididn’tknow__________________________________________（他是否會接受這份新擬的合同）.

2.Canyoutellme__________________________________________（您供職于貴公司的哪個部門嗎）？

3.Tofindanidealjob,youneedtoknow_____________________________________（你的強項和興趣是什么）？

4.Thesellerdemandedthat_______________________________________（我們五日內(nèi)付清全款）.

5.Everyoneiscuriousabout_________________________________（誰會是新的首席執(zhí)行官）.

6.Wedidn’tknow______________________________________________________________（他為什么這樣回應客戶的投訴）.

7.Makesurethat____________________________________（所有人都知曉這項新政策）.whetherhewouldacceptthenewcontractwhichdepartmentofthecompanyyouworkforwhatyourstrengthsandinterestsarepaymentshouldbemadewithinfivedayswhowillbethenewCEOwhyhehadrespondedtothecustomer’scomplaintinthatwayeveryoneknowsthenewpolicyAfterlearningthispassage,youmayhavegotmoreideasaboutbusinesspromotion.Pleaseconductafishbowldiscussiononsuccessfulcasesofbusinesspromotion.McDonald’sSurpriseAlarm

McDonald’shasbeenrunningapromotionentitled“NationalBreakfastDay”acrossAsia,MiddleEastandAfrica.Theaimistopromotetherestaurant’s(slightlylesspopular)breakfastmenu.Eachtime1,000EggMcMuffinsaregivenawayforfreetothefirst1,000peopletoturnupduringbreakfasthours.However,freegiveawayshavenotproventobeparticularlyeffectiveinchangingconsumerbehaviour,i.e.drivingsalesofbreakfasts.

Formostofus,our(smart)phoneisliterallythemostpersonaliteminourdailylives.Severalstudieshavefoundthatalargenumberofpeoplekeepourdevicesunderthepillow.Mostpeoplefind

gettingupinthemorningtough.AndMcDonald’siscertainlynotthefirstthingonourmindswhenturningoffthatalarmclock.

McDonald’smightbeapopularchoiceforlunchandsatisfyingmidnighthungerpangs,butMcDonald’sfeltthatnotenoughAsianswereheadingtotheirrestaurantsatbreakfasttime.Theywantedtopromotetheirvarietyrangeofbreakfastoffers,whichthusfarhaven’tbeenverypopularaspeoplearesimplynotawareofthem.“NationalBreakfastDay”isanattempttoturnthisaround.

Essentially“NationalBreakfastDay”isagoodold-fashionedsamplingevent.Sure,givingafreeMcMuffinmightresultinatemporary

spikeinsales,butisthissustainableinthelongrun?Therefore,McDonald’sstillfacedthechallengeofmakingitsbrandrelevanttomornings.

Peopleareconstantlyinteractingwiththeirsmartphones.Evenbeforegoingtobed,mostofushaveonelastquicklookatouremailsandsocialmediafeeds.Itisestimatedthatastaggering83%ofmillennialsusetheirphonesasanalarmclock,andsleepwiththeirphoneswithinreach!SowhatifMcDonald’scouldengageconsumersattheveryminutetheywakeupandputMcDonald’sbreakfastatthetopoftheiragenda?

DDBGroupSingaporedidn’tattempttodisruptnormalhumanbehaviour.Instead,theyincorporatedamarketingmessagefortheclientMcDonald’sinarelevantandusefulwaybycreatingthe“McDonald’sSurpriseAlarm”application:ahandyalarmclockwithawelcomeadded-valuetwist.Everymorningbroughtusersnicesurprises:afreesong,freefood,aninspirationalquote,vouchersandmore.

TheappwasavailableoniOSandAndroid.First-timeusershadtoregisterviaFacebook.Whensettingtheiralarm,userscouldchooseapreferredalarmsoundoralternatively

optfor“SurpriseMe”.Ifthe“SurpriseMe”optionwaschosen,ringtoneswererelatedtothesurprisereceived.Althoughmultiplealarmscouldbeset,usersonlygotasurpriseonceeachday.Onsomedays,userscouldreceiveafreemusictrack,thankstoMcDonald’spartnership

withSonyMusic.

ThehandyMcDonald’sSurpriseAlarmappwasn’tjustabrandedtoolthatpeoplecouldexploit

togetfreestuff.TheSurpriseAlarmdeliveredsomeseriousresults,bothintermsofawarenessandsales.Readthepassageanddecidewhetherthefollowingstatementsaretrueorfalse.WriteTfortrueandFforfalse.FTFTTMatchthewordsontheleftwiththedefinitionsontheright.TranslatethefollowingsentencesintoEnglishwiththehelpoftheEnglishwordsinbrackets.

(1)我有著該工作所要求的學歷和相關的工作經(jīng)驗。(relevant)_______________________________________________________________________________________________

(2)近日，投資者收到了一系列更驚人的數(shù)據(jù)。(staggering)_______________________________________________________________________________________________

(3)他們應該采用一種更有想象力的方式來為他們的財產(chǎn)找到其他的用途。(alternative)_______________________________________________________________________________________________

(4)要使那家公司轉(zhuǎn)虧為盈絕非易事。(turnaround)_______________________________________________________________________________________________

(5)這將是我們長期面臨的困難和挑戰(zhàn)。(inthelongrun)_______________________________________________________________________________________________Ihavetheeducationalbackgroundandrelevantexperiencerequiredbythejob.Recently,investorsreceivedanevenmorestaggeringsetofnumbers.Theyshouldadoptamoreimaginativeapproachandinvestigatealternativeusesfortheirproperty.Turningthatcompanyaroundwon’tbeeasy.Thesewillremainourdifficultiesandchallengesinthelongrun.

(1)McDonald’smightbeapopularchoiceforlunchand,

___________________________________butMcDonald’sfeltthatnotenoughAsianswereheadingtotheirrestaurantsatbreakfasttime.

(2)DDBGroupSingaporedidn’tattemptto__________________________________.Instead,theyincorporatedamarketingmessagefortheclientMcDonald’sinarelevantandusefulwaybycreatingthe“McDonald’sSurpriseAlarm”application.

(3)T