资源简介

(共17张PPT)
涉外秘书英语阅读
Unit 10 Marketing Management
Matrix
Connecting customers
Communicating values
Part A Brainstorming
What do we learn from the story
What role does the Email imply in this story, in real life
The man thought for a while and replied,
“___________________________”
Yes, I’d be an
office boy at Microsoft!
Part B Connecting Customers
Pre-reading questions

How to define today’s customers
Task One Choose the best answer to fill in the blank.
1. ___________is a marketing term used, often in Internet Marketing, to describe the generation of consumer interest or inquiry into products or services of a business.
A. Lead qualification B. Lead elaboration
C. Lead generation D. Account conversion
2.__________is the process of qualifying which of the suspects are really good prospects, and this is done by interviewing them, checking on their financial standing, and so on.
A. Lead qualification B. Lead elaboration
C. Lead generation D. Account conversion
3. The prospects may be graded as hot, warm, and cool. The sales-people first contact the hot prospects and work on__________, which involves making presentations, answering objections, and negotiating final terms.
A. Lead qualification B. Lead elaboration
C. Lead generation D. Account conversion
D
C
A
4. His _______ as a film director has risen in recent years.
A. position B. role C. standing D. status
5. The figures mentioned in the report_______ to every detail.
A. conform B. account C. consist D. tally
6. How do you ________ the company's alarmingly high staff turnover .
account to B. account with
C. account about D. account for
7. The company needs to improve its training and _________ of staff.
A. retain B. retaining C. retention D. retainment
8. They offer every _________ to foreign businesses to invest in their country.
A. inducement B. bonus C. perks D. reward
A
C
D
D
C
Task Two Decide whether the following statements are true or false according to the text.
1. ( ) Lead generation, lead qualification, and account conversion are the first three steps to attract new customers.
2. ( ) Today, the company did not worry about satisfying its customers, for customers may not have had many alternative sources of supply, or suppliers were equally deficient in service.
3. ( ) The challenge, according to Jeffrey Gitomer, is not to produce loyal customers; the challenge is to produce satisfied customers."
4. ( ) By tallying customer complaints is one of the most effective ways for some companies to get a sense of customer satisfaction
5. ( ) Winning back lost customers is an important marketing activity, and often costs less than attracting first-time customers.
T
T
F
F
F
1. Customer acquisition requires substantial skills in lead generation, lead qualification, and account conversion.
___________________________________________________
2. Today's customers are harder to please. They are smarter, more price conscious, more demanding, less forgiving, and approached by more competitors with equal or better offers.
____________________________________________________
Task Three Translate the following sentences from the text into Chinese.
今天的客户要求更高。他们精明，计较，目标更高，不易满足。他们周围有着来自更多竞争厂商所提供的等同或更好质量的产品。
获得客户需要根本技术，包括发现潜在客户，甄别潜在客户以及转化潜在客户。
3. Customers who have complained to an organization and had their complaints satisfactorily resolved tell an average of five people about the good treatment they received.
____________________________________________________
4. Acquiring new customers can cost five times more than the costs involved in satisfying and retaining current customers.
____________________________________________________
5. Customers are less inclined to switch to another supplier when this would involve high capital costs, high search costs, or the loss of loyal-customer discounts.
_____________________________________________________
当涉及到高资金成本，了解成本，原有忠实客户折扣的失去，客户们不太愿意转而购买另一个供货商的产品。
那些向厂商抱怨，并且得到满意回复的顾客们平均下来会告诉他们的五个伙伴他们得到了多好的待遇。
开发新客户的成本是保持，满足现有客户成本的五倍之高。
Part C Communicating Values
Pre-reading Questions

What are the challenges presented by the nonverbal communication
List the major difficulties compromising an organization's attempt to communicate with customers in any location.
Task One Fill in the blanks with the expressions given below. Change the form when necessary.
encode; sophistication; maxim; impair; formidable;
decode; converge; blunder; tailor to; potency
1. Several general strategies have been suggested for products: they are Quality Maxim, Quantity Maxim, Relevance_______________, and Manner Maxim.
2. They are too evenly matched, and their natural differences are too______________.
3. Current, the homepage of Yahoo uses 33 kinds of different ___________ cardinal number to generate.
4. He was frowning and wishing he could ___________ the notations on the slips.
decode
maxim
formidable
encode
5. He combined curious qualities of naivete with incisive wit and worldly ____________.
6. All models are not own above functions, but the manufacturer can custom - ________ requirements.
7. Why Airbus and Boeing are more likely to ____________ than to diverge
8. His ___________ would certainly queer his chances of promotion.
9. Plant sweet protein is a kind of high - ________ , low - caloric natural sweeteners.
10. The author's half drunken state did not in the least ____________ his eminence in my eyes.
impair
sophistication
tailor to
converge
blunder
potency
Task Two Choose the best answer according to the text.
1.The text mainly talks about_____________.
A. Language plays an important role in business communication.
B. Communication skills differ from country to country.
C. Non-verbal communications present a formidable challenge in business.
D. The ability to communicate in our own language is not an easy task.
B
2. The question, "Don't you like meat ” in Japanese try to tell us____________.
A. In English, the answer "yes" or "no" to a question is bed on whether the answer is affirmative or negative.
B. In Japanese, the answer "yes" or "no" may indicate whether or not the answer affirms or negates the question.
C. To avoid misunderstandings, Westerners must learn to distinguish which interpretation is correct in terms of the entire context of the conversation.
D. "Yes" and "no" are used in an entirely different way in Japanese than in Western languages.
3. Which of the following is not one of the major difficulties an organization might confront when communicating with customers
A. The message may not get through to the intended recipient.
B. The effectiveness of the message won’t be influenced by external influence.
C. The message may reach the target audience but may not be understood or may even be misunderstood.
D. The message may reach the target audience and may be understood.
B
C
4. What does the Coca-cola case try to convey
A. “One world, one voice” approach works.
B. The global tastes and preferences are converging.
C. By unifying advertising around the globe is not workable.
D. As consumers differ from region to region, advertising must be tailored to countries.
5. A challenge for advertisers and agencies is _________________.
A. global tendency
B. a growing local tendency
C. traditional media
D. ways of communication effective in different cultural background
D
D
Part E Banked Cloze
A)greatest B)arise C)understanding D)handle E)tougher F)justice G)owe H)scrutinized I)realize J)advantage
Each time you try for a more responsible position, the selection process gets (1)_______ . Your abilities, personality traits, your lifestyle, values and aspirations will all be vigorously (2)_______ by your prospective colleagues and also your bosses. Do you know how to (3) _______yourself when you are under the microscope If you are to (4) _______your ambitions, now is the time to learn how to do (5) _______ to yourself and prepare for formal selection processes.
A
B
E
D
F
Learn about the various methods you can employ to find your way into a different institution, gain amore sophisticated (6) _______of how headhunters work and learn to position yourself so that you can be found easily. Taking (7) _______of any situation to maximize your visibility is very useful. Even when you are not offered a particular job for which you have been considered, do leave an impression which will remain in the mind of the headhunter should other possibilities (8) _______. You (9) _______ it to yourself to do the best you can. Make sure you perform in such a way that you can be satisfied that the decision about you has been made with the (10) _______ amount of up-to-date and accurate information about your capabilities. Do you know what they are and do you have some stories prepared which will illustrate them well
I
H
J
G
C

展开更多......

收起↑