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Lesson 14跨境电子商务英语International MarketingSpeaking04Lead-in01Writing03Reading02Contents跨境电子商务英语Lead-inPart 1跨境电子商务英语Common marketing types
Question:
What kind of marketing methods do you know
ReadingPart 2跨境电子商务英语1.What makes Toyota the strongest player in the automotive industry 2.What is marketing about 3. What is international marketing 4.What are the differences between international marketing and domestic marketing 5.What challenges do the MNCs face when international marketing Reading ComprehensionRead the text and answer the following questions.跨境电子商务英语1.What makes Toyota the strongest player in the automotive industry Toyota invests billions of dollars every year into market research and market development to make sure they meet the needs and wants of its customers, in each specific country that they sell their vehicles in.Read the text and answer the following questions.跨境电子商务英语Reading Comprehension2.What is marketing about all marketing is about the formulation and implementation of the basic policies known as the 4 P’s: Product, Price, Place, and PromotionRead the text and answer the following questions.跨境电子商务英语Reading Comprehension3.What is international marketing international marketing means identifying needs and wants of customers in different markets and cultures, providing products, services, technologies, and ideas to give the firm a competitive marketing advantage, communicating information about these products and services and distributing and exchanging them internationally through one or a combination of foreign market entry modes”Read the text and answer the following questions.跨境电子商务英语Reading Comprehension4.What are the differences between international marketing and domestic marketing 跨境电子商务英语Reading ComprehensionRead the text and answer the following questions.the uncontrollable factors such as culture, social, legal, and economic factors, along with the political and competitive environment, all create the need for a myriad of adjustments in the marketing management process5.What challenges do the MNCs face when international marketing 跨境电子商务英语Reading ComprehensionRead the text and answer the following questions.Public Relations,Ethics,Organizational Structure,Leadership（1）millennium n.the time when one period of 1 000 years ends and another begins千周年纪念日；千禧年（2）deceptive adj. likely to make you believe sth. that is not true 欺骗性的；误导的；骗人的（3）stark adj.unpleasant; real, and impossible to avoid 严酷的；赤裸裸的；真实而无法回避的e.g. They send a simple and stark message: The status quo is unsustainable.它传递了一个简单而严酷的讯息：目前的状况是无法持续的。Words跨境电子商务英语Words & Expressions（4）array n. 大堆；大群；大量a group or collection of things or people, often one that is large or impressivee.g. That's all true, and we need an array of other antipoverty measures as well, especially early childhood programs.这些当然都没错，我们也需要大量其它的反贫困措施，特别是幼儿教育规划。（5）myriad n. an extremely large number of sth无数；大量e.g. There are a myriad of resources available to help a person who wants to gain treatment for a mental health concern.有大量的资源可帮助有需要的人进行心理健康治疗。Words & ExpressionsWords跨境电子商务英语（6）momentum n. the ability to keep increasing or developing推进力；动力；势头e.g. Mr. Greenspan said he thought the economy was gaining momentum, with the strongest signals of growth coming since the middle of last month.格林斯潘说，他认为经济增长的势头正在加大，增长的信号自上个月中旬以来达到最强。（7）hurdle n. a problem or difficulty that must be solved or dealt with before you can achieve sth难关；障碍Words & ExpressionsWords跨境电子商务英语（8）inherent adj. ~ (in sb/sth) that is a basic or permanent part of sb/sth and that cannot be removed固有的；内在的e.g. The old issues of power, stratification and territoriality seem to be inherent in the species Homo Sapiens.追求权力、社会分成阶层以及捍卫自己的领地这样的老问题其实是人类社会固有的问题。Words & ExpressionsWords跨境电子商务英语跨境电子商务英语Words & ExpressionsExpressions1.in the United States roads tend to be wide; highways can accommodate a broad array of vehicles with a high number of lanes, and people demand a mix of cars based on their needsTranslation:在美国，道路往往很宽;高速公路可以容纳大量的车辆和大量的车道，人们需要根据自己的需要混合使用汽车。跨境电子商务英语Words & ExpressionsExpressions2.Now that the world has entered the next millennium, we are seeing the emergence of an interdependent global economy that is characterized by faster communication, transportation, and financial flows, all of which are creating new marketing opportunities and challenges.分析：that 后面引导的定语从句修饰前面的全球经济，all of which后面是一个非限制性定语从句，修饰前面整句话。Translation:现在，世界已经进入下一个千禧年，我们正看到一个相互依存的全球经济的出现，其特点是更快的通信、运输和资金流动，所有这些都在创造新的营销机会和挑战。跨境电子商务英语Words & ExpressionsExpressions3.Given these circumstances, it could be argued that companies face a deceptively straightforward and stark choice: they must either respond to the challenges posed by this new environment or recognize and accept the long-term consequences of failing to do so.deceptively adv. 迷惑地，骗人地；虚伪地stark adj. choices or statements are harsh and unpleasant. 严酷的分析：given鉴于。either.... or...是本句中的一个基本句型。Translation:鉴于这些情况，可以说企业面临着一个看似直接而严峻的选择:它们要么必须应对新环境带来的挑战，要么承认并接受不这样做的长期后果。跨境电子商务英语Words & ExpressionsExpressions4.The pressures of the international environment are now so great, and the bases of competition within many markets are changing so fundamentally, that the opportunities to survive with a purely domestic strategy are increasingly limited to small and medium-sized companies in local niche markets.分析：本句的基本句型：so.....that....，后面的to survive.....是个不定式短语修饰 opportunitiesTranslation:国际环境的压力现在是如此之大，许多市场内的竞争基础也在发生根本性的变化，因此纯粹依靠国内战略就能生存下来的机会越来越只局限于当地利基市场的中小型公司。跨境电子商务英语Words & ExpressionsExpressions5.international marketing means identifying needs and wants of customers in different markets and cultures, providing products, services, technologies, and ideas to give the firm a competitive marketing advantage, communicating information about these products and services and distributing and exchanging them internationally through one or a combination of foreign market entry modes。Translation:国际营销是指识别不同市场和文化背景下的顾客的需求和需求，提供产品、服务、技术和想法，使公司具有具有竞争力的营销优势。交流有关这些产品和服务的信息，并通过一种或几种外国市场进入模式在国际上进行分销和交换跨境电子商务英语Words & ExpressionsExpressions6.Building this public relations potential in a new geographic region is an enormous challenge, both in effectively localizing the message and in the capital expenditures necessary to create momentum.Translation:在一个新的地理区域建立这种公共关系潜力是一项巨大的挑战，无论是使信息有效地本地化，还是在创造势头所需的资本支出方面。跨境电子商务英语Words & ExpressionsExpressions7.Nike had its brand image hugely damaged through utilizing ‘sweat shops’ and low wage workers in developing countries.Translation:耐克利用发展中国家的“血汗工厂”和低工资工人，使其品牌形象遭受了巨大的损害。跨境电子商务英语Words & ExpressionsExpressions8.Finding a way to capture value despite this fixed organizational investment is an important initiative for global corporations.Translation:尽管有这种固定的组织投资，但找到一种获取价值的方法是全球企业的一项重要举措。跨境电子商务英语Words & ExpressionsExpressions9.The final factor worth noting is attaining effective leaders with the appropriate knowledge base to approach a given geographic market.Translation:最后一个值得注意的因素是获得具有适当知识基础的有效领导者，以接近给定的地理市场。WritingPart 3跨境电子商务英语Logistics delay E-mail跨境电子商务英语Delay in delivery is the failure of the carrier to deliver the goods at the port of discharge specified in the contract of carriage within a reasonable period of time, or in the absence of such an agreement.Example跨境电子商务英语Dear {$BuyerName},Thank you for purchasing and prompt payment.However, we’ll have the {节日名称} from{时间区间}. During that time, all the shipping service will not be available, which may cause a delay of the shipment for seveal days.Thanks for your understanding and your patience is much appreciated. Please let us know if you have any questions or concerns.Keep in touch.Thanks.Sincerely yours,{$ShopName} After-sales Customer ServicesVacationExample 2跨境电子商务英语Dear Customer,Please be informed that we have resumed work today.As we all know, supply lines and delivery are impacted by the pandemic. Furthermore, freight rates are expected to remain high due to continued strong demand combined with supply uncertainty and concerns about the efficiency of transport and ports.We recommend that you place an order as soon as possible and arrange the shipment ahead for extra-long ship times.If you have any further questions or concerns, please contact us and we will get back to you as soon as possible.AccidentExercises:跨境电子商务英语Training:按下列要求撰写一封信函：（1）你所售商品因疫情原因导致物流停滞，根据此原因与顾客沟通；SpeakingPart 4跨境电子商务英语Speaking Out跨境电子商务英语COVERSATION AFocus on:A general inquiry about OMCCCoverage of three basic risksSpecial additional risksExtra premiumSpeaking Out跨境电子商务英语COVERSATION BFocus on:A particular inquiry aboutsuitable coverageBreakage Risk & FranchiseSpeaking OutL: Hello, Mrs. Hansen. It is Lee Chen speaking. I’m calling to discuss the level of insurance coverage you’ve requested for your order of 500 000 pieces ball bearing slide.H: We’d like to cover our ordered goods against WPA for 120% of the invoice value according to our usual practice.L: Yes, that’s right. We have no problem in complying with your request, but we think that the amount is a bit excessive.跨境电子商务英语Read the model dialogues. Pay attention to the highlighted sentences and then role-play it with your partner.InsuranceSpeaking OutH: We’ve had a lot of trouble with damaged goods in the past.L: I can understand. However, the normal coverage for goods of this type is to insure them for the total invoice value plus ten percent.H: We would feel more comfortable with the additional protection.L: Unfortunately, we usually effect the insurance of the goods for 110% of their CIF value. We quoted you normal coverage at regular rates, so we will have to charge you extra for the additional cost.H: I see. I will contact my insurance agent here and compare rates. It might be cheaper on this end.L: Fax me whatever rates you find there and I’ll compare them with what we can offer.H: Ok. Keep in touch. Bye-bye.跨境电子商务英语Role-playWork in groups and discussthe insurance term in international trade.Give a presentation in the front of class跨境电子商务英语

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