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(共34张PPT)
涉外秘书英语听说
Unit 9
This Is Our Latest Product
Unit 9 This Is Our Latest Product
Se
Oral Tasks
E
Warming-up Exercises
B
Cloze
C
Listening for Details
D
A
Background Information
A: Background Information
How to effectively publicize the products of your company Attending trade fairs or exhibitions, receiving visitors to your company or factory, making an impressive product introduction or presentation as well as implementing potent marketing strategies are all essential ways to make a publicity campaign. Also, companies have to develop good products and services, attract people by powerful product description and adopt various promotional tools to generate sales. In addition, marketing mix which contains the basic “4Ps” (product, place, price and promotion) requires much effort and consideration to propose a marketing plan before launching any product.
B: Warming-up Exercises
Dialogue 1
international trade show : 国际贸易展
at present : 现在、目前
light industrial product : 轻工业产品
Fill in the blanks with the words you hear in Dialogue 1
Z: Good Morning, Sir. Can I help you
R: Good morning, I’m a representative of ABC Company Ltd. At present, 1)_________________________. We plan to set up business relationships with foreign countries to 2) __________________________________. So we would like to get a general idea of your international trade show.
R: It’s our pleasure to help you. The exhibition consists of 4 halls, including halls for 3) _________________________________, light industrial products, metals and chemical products. Visitors can see samples of what there is to buy. Many trade companies come here and 4) _______________________________________. The exhibits are mainly of new products which have been produced by various factories. Which hall are you particularly interested in
our business is booming
further enlarge our business market
electronics and electrical appliances
carry out both import and export business
Z: I’m interested in the second one, light industrial products.
R: Ok. We can go upstairs to the hall of light industrial products. By the way, you can 5) ___________________ which contains the map for our exhibition hall and 6) ______________________________________. More and updated information can be obtained on our website as well.
Z: That’s good to know. Thank you very much for your assistance.
take this brochure
the main exhibitions schedule for this year
Fill in the blanks with the words you hear in Dialogue 1
Dialogue 2
digital TV : n. 数字电视
warranty : n. 保修期
reputation : n. 声誉、声望
transaction : n. 交易
available : a.有空的、可得到的、能与之交谈的
Fill in the blanks with the sentences you hear in Dialogue 2
Sales Presentation
Mr. Li shows Mr. Andrews a new series of televisions.
___ 1. The quality of this new digital TV series is better than other
similar products.
___ 2. These TVs looks fashionable and are not equipped with remote
controls.
___ 3. The warranty on this TV is 2 years.
___ 4. The company offers home service round the clock if something
goes wrong with the product.
___ 5. Mr. Andrew is also interested in the technology of the products
as well.
___ 6. The supervisor is available and happy to talk with Mr. Andrews
now.
T
F
F
T
T
F
Dialogue 3
arthritis : n. 关节炎
launch : v. 发起、推出（新产品）
prescription : n. 处方、药方
over-the-counter : a. 不需要处方也可销售的
publicity campaign : n. 宣传活动
Leaflet : n. 传单
Listen to dialogue 3 and then answer the following questions.
1 Who is Arthran for exactly
________________________________
2 Where is this drug going to be available
________________________________________________
3 What should doctors suggest when their patients take this drug Why
_________________________________________________
_________________________________________________
People who suffer from arthritis.
It will only be available in hospitals or on prescription from doctors.
Doctors need to advise their patients not to drive while they’re taking this drug because the main side effect of this drug is tiredness.
send information packs to doctors
Listen to dialogue 3 and complete the table.
Marketing Process Time
end of April
visit doctors in hospitals and surgeries
give posters to doctors
in five weeks’ time -- on 25 May
beginning of May
launch the drug
People who suffer from arthritis.
a week before the launch
C: Cloze
A Well-Planned Sales Presentation
A well-planned sales presentation provides the necessary organization of the salesperson’s materials; in addition, it requires him or her to 1) ______ the products or service sales features and benefits that are appropriate in a particular sales situation. To ensure 2) _______________________, the salesperson must plan how best to communicate the sales manager.
Next, the salesperson must go over the material in order to breathe as much life and vigor as possible into the 3) _________________ ________. Sufficient impact must be created to cause the prospect to understand the message, believe the message, and remember the message. The message must be exciting and convening enough to motivate the prospect to 4) _________________________. Webster’s dictionary defines dramatic as “full of action, highly emotional; vivid, exciting, powerful, approached from the view point of drama”. The series of activities designed to 5) _______________ by the buyer is called dramatization.
select
maximum effectiveness
communication process
a favorable course of action
facilitate action
C: Cloze
Each salesperson is expected to 6) __________________________ into the sales presentation. No two people are likely to use exactly 7) ________________________________ to put their message across. Salespeople should ask themselves to following questions: “How can I use my imagination and resource fullness to 8) ________________________________________________ How can I use my abilities to make my presentation a little different and a little stronger ” 9) Salespeople________________________________
_________________________________. They are always trying to do a better and more effective job of selling.
inject his or her personality
the same techniques and procedure
make a vivid impression on my prospect or customer
with this frame of mind are never completely satisfied with their efforts
D: Listening for Details
Part I. A An interview
bright : a. 明亮的
path : n. 小路、路径
location : n. 位置、地点
publicity : n. 宣传、宣扬
secondary : a. 次要的、从属的
confirm : v. 确认
novelty : n. 新颖、新奇
trial : n. 试用、试验
Listen to the interview and which of these topics are mentioned in the interview
□ 1.where the machines are situated
□ 2.publicity in newspaper
□ 3.publicity on television
□ 4. giving away the fries for free for a trial period
□ 5.letting the machine operators have a free trial
□ 6.paid advertising
□ 7.the color of the machine
□ 8.the fact that this is a novel product
□ 9.the price of the machine
□ 10.the size and shape of the machine
□ 11.the unique taste of the product
o
o
o
x
o
o
o
o
x
x
x
1. What will they do to ensure that people will notice their products
2. What will they do to get free time on television
3. What is the best advertising they can get according to the experts And what are they going to do
They will paint their machines in very bright fast-food color red and yellow. Also, many machines even the test machines will be placed on the path around which people will be.
They are counting on the novelty of the product to get them free time on television.
Listen to the interview again and then answer the following questions.
The best advertising they can get is to get people to taste the fries, so they will give the operator these machines free for three months for trial.
Part II. Passage Listening
Passage 1
selling point : n. 产品特色
briefly : ad. 简要地
version : n. 版本
time : n. 计时器
dice : n. 骰子
magnetic : a. 有磁性的
retail : n. 零售价
discount : n. 折扣
Listen to the passage and then check the following statements and write T for true and F for false.
__ 1. There are more than two versions of the game called Mindtwist.
__ 2. The travel version is lighter and smaller compared with the standard version.
__ 3. The magnetic board of travel version measures just 23cm square and the total weight is lighter than 300 grams.
__ 4. The standard version sells cheaper than the travel version.
__ 5. The company has simplified their game instruction for their customers.
F
T
F
F
T
Part II. Passage Listening
Passage 2
attempt : v. 尝试、企图
technique : n. 技巧
analysis : n. 分析
reaction : n. 反应
appeal : n. 吸引
purchase : n. 购买
feature : n. 特点
feasibility : n. 可行性
package : v. 打包
Listen to the passage and choose the best answer from the four choices.
1. Which of the following method is not included in the “survey” technique to seek information _____
A. go to exhibition or shops
B. telephone or visit to a company
C. interview or face-to-face talk with people
D. analyze the data from the questionnaire
2. When a new product is introduced to a limited area, a/an _______ is needed on customers’ reactions to it.
A. analysis B. observation C. note-taking D. tape-videoing
3. Once the need for a certain type of product is established, research can show the most desired designs or _______.
A. locations B. sizes C. prices D. features
D
A
A
Listen to the passage and choose the best answer from the four choices.
4. The manager’s job is to ______________________.
A. plan the market strategy
B. learn and study the market information for the product
C. supervise the sales activities
D. establish a well-organized marketing system
5. According to the passage, which of the following is not a thing that a manager will consider __________
A. purchase ability of other companies or people
B. publicity and advertising
C. packaging and shipping
D. the price of the new product
B
B
Listen to the passage again and answer the following questions.
1. What is the intention of doing a market research
2. What are the three techniques to obtain primary information in business
3. Which technique is illustrated in the example of “selecting students to help decide the fashion style in the following season ”
Market research attempts to provide a company with the information necessary to make the best decisions in a certain situation.
They are survey, observation, and experiment.
The example illustrates/shows the “experiment” technique.
Listen to the passage again and answer the following questions.
4. What is the job of a product research
5. What does “market feasibility” mean
The job of product research is to see if a product is acceptable in the market on the basis of market research.
“Market feasibility” means how many/the amount of new products his company can produce and how many/ the amount of products other companies may purchase or people need, the best way to package and ship the products as well as the price for a new product.
E: Oral Tasks
Section A : Pair Work
Task one: Work in pairs to match the possible “Question and Answers” involved in the product introduction and sales process. Match the questions (1—10) with the most appropriate answers (A—J). Then practice with your partner.
1. The quality sounds all right, but your price seems to be too high.
2. Can you briefly tell me the new features of your latest model
3. Can you give me a few brochures that will further explain what you can offer
4. Can you deliver the goods to our place
5. Will it be guaranteed
6. Is it a wholesale price
7. I believe your goods are all far above standard quality.
8. Can you customize your product
9. How about your after-sales service
10. How do you control the quality
Sure. I may refer you to the brochure you’ll find all the specifications and prices of our different models.
B. Of course. We’ll deliver the goods directly from the warehouse to your place when you have paid the full amount.
C. No, it is a retail price. If you order in large quantity, we will give you a preferential price.
D. In spite of the high price, it will compete well with existing brands. The design is more modern than any of the current rival products.
E. Thank you for saying that. Yes, we always put quality as the first consideration. We never sacrifice quality for quick profits.
F. Yes, we are happy to make any possible changes to the product to meet the specific needs of our customers.
G. All the products have to go through five checks during the manufacturing process.
H. We’ve attached great importance to our after-sales service and we are always glad to be of your service. So if you find there is something wrong with our products anytime and anyplace, please do not hesitate to call our free after-sales service number ….
I. Yes, it will be guaranteed for 2 years. During this period, we will offer free maintenance every three months for the
machine.
J. Yes, we put this model on the market just two months ago. It has a smaller size and more convenient to carry. Besides it is easier to operate and consume less power. So it is a wise choice for English learners.
1—D
2—J
3—A
4—B
5—I
6—C
7—E
8—F
9—H
10—G
Task two: You are Jenny Wang and you are presenting your products in the Chinese Export Commodities Fair. Your partner is Mr. John Zhang, a client who is visiting your product show room. What can you say in the following conversation to get the product well publicized Communicate the ideas and then change roles with your partner.
Prompts for conversation:
The product introduction may involve the shape, size, feature, benefits, unique selling propositions, quality and price of your product as well as a brief comment of your company.
Presenter:
☆ Our company deals with/ produces/ specializes in/ provides (textile trade, furniture, chemicals, Information Technology…)
☆ Our company has gained a renowned reputation in the market both home and abroad. .
☆ We enjoy 40% of Chinese market and we are the largest … provider in China..
☆ It is designed for…
☆ They are different in many different ways, it is more…
☆ Our product is of superior quality and we are offering some discounts or a few models.
☆ The machine gives you an edge over your competitors.
☆ I think you will agree it is much better value for money.
Visitor:
Your… impressed me very much at the fair.
The design is novel and appealing to eyes.
Can you go over the new features you have added to the latest model
Can you give me a price list with specifications
We could consider making a deal with your company as long as….
Section B : Group Work
Task One: Work in groups of four to make a speech on How to do a good presentation. You may choose some suggestions from the following statements or add your own techniques after discussion. And then explain and specify what to do according to these suggestions.
□ Consider you audiences.
□ Prepare your talk.
□ Make Microsoft Power Point.
□ Choose visuals aids to support the presentation.
□ Practice your presentation.
□ Preparation on scene.
□ Good presentation manners.
Task Two: In the early 1960s, Professor Neil Borden at Harvard Business School identifies a number of company performance actions that can influence the customer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”. The marketing mix contained four elements: product, price, promotion and place. If you want to market a product successfully, you need to get this mix right.
In addition to the standard four “Ps”, what other factors should be taken into consideration in terms of marketing Discuss in groups and try to find more words starting with “P” (e.g. people, position, process) and then explain the standard and the extra “Ps” in your own words.
Thank You!

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