1、1,Cambridge International Business English,2,New Insights into Business 新视野商务英语（下） （英）Graham Tullis Tonya Trappe 著 外语教学与研究出版社,3,1. Company StructuresDepartments in the co. , profile of a co. 2. RecruitmentHuman resources management, labour relations, employment skills 3. RetailingConsumer survey 4.
2、Franchising (licensing)Forms of business 5. International Business Stylemanagement style in different countries 6. BankingBanking items and documents, money matters in business 7. Business and Environmentrole of business in environmental affairs 8. The Stock MarketShare dealing, bonds, stocks,Conten
3、t,4,9. Import / ExportForms of International Trade 10. Company Performanceannual report 11. Setting up a BusinessTypes of Company 12. Corporate Alliances and AcquisitionsAlliances, merger, acquisitions(buyouts), takeover 13. MarketingMarket research techniques, product promotion 14. Product and Corp
4、orate AdvertisingAdvertising media, successful and controversial ads. 15. The Business MediaPress, News Services,Content,5,A Report on Marketing1 INTRODUCTION1.1 PurposeThis will state the problem and how it will benefit the reader1.2 BackgroundHere youll tell, for example, history, sales records, m
5、arkets share, local consumer behavior.1.3 Method of investigationList primary and secondary source used. Refer to the survey form in the Appendix, how it was distributed1.4 ScopeThis refers to the aspect of the product or company you will befocusing on. You may also state why some area(s) were not l
6、ooked at.,Final Paper-Marketing Report,6,2 FINDINGS2.1 Target market analysis- market-coverage- target market- buying behavior of consumers and how the marketer makes use of this to market the product.- Describe how the product is positioned for maximum competitive advantage.- Explain how the market
7、er attempts to reduce post-purchase dissonance among its customers.,7,2.2 Marketing environment-Identify and discuss the relevant environmental factors that affectthe marketing of the product. Only highlight important ones- Explain how the marketer of the product overcomes the threator capitalizes o
8、n the opportunity presented by each factor. 2.3 Product 2.3.1 Product classification2.3.2 Describe the product mix and explain the rationale for doing so.2.3.4 Identify the stage that your product belongs to in the product life cycle, and explain how the marketer manages its product life cycle (intr
9、oduction, growth, maturity, decline).,8,2.4 Promotion Comment on the effectiveness of each promotion tool for your product, and substantiate with your own arguments.2.5 Pricing Describe how the product is priced and what pricing strategies are used for your product. Compare with the close competitor
10、s.2.6 Distribution Identify the channel strategy adopted for the product, and describe the relevant factor which influence the adoption of such a channel strategy.,9,3 CONCLUSIONProvide a summary of the key points in report; highlight problems inorder of importance. Do not introduce new information.
11、4 RECOMMENDATIONSMake a few recommendations on how the product can be marketedmore effectively .e. g.4.1 How can brand equity品牌资本 built4.2 Suggest ways that promotional efforts for the product can beimproved. Be imaginative but realistic.,10,Teaching and Learning Objectives,Business English course a
12、ims to give students an understanding of key areas of contemporary business and prepare them to the BEC (Business English Certificate ). Business English introduces basic business contents and language skills in a business-related situation. Students have to be informed of business knowledge and gen
13、eral foreign affairs. Students have to develop the business skills in 4 aspects: speaking, listening, reading, and writing.,11,BEC TESTBEC 2 SAMPLEBEC2-sample.doc,12,Scope of Business Activities,Company organization:CEO; stockholders; board of directors; managerial staff; labor staffDay to day offic
14、e: telephone calls; faxes; memos; meetings; agenda; presentations; business correspondence 商业信函 brainstorming 集体讨论 performance reviews 业绩评估 Business trip Client reception:receiving and entertaining clients; accommodating foreign clients; factory tours,13,Financial topics: costing; budgets; auditing
15、审计 Marketing topics: market survey advertising; promotion; developing the market Sales topics: product demonstration; custom service Negotiation: inquiry and offer; counter-offer; counter-counter-offer; making concessions; bottom line; bargainer; accepting and confirming; order; payment and delivery
16、; contract; claim and settlement,Scope of Business Activities,14,International topics: sourcing 供货 export/import; merger Employment practices: resume; interview; recruiting personnel; welfare Continuing education: training; seminar/workshop 研讨会 teambuilding,Scope of Business Activities,15,Inquiry, o
17、ffer (firm offer), order, minute, shipping terms, quote, Eg. we have drawn on you for this invoice amount at sight through the Bank of Nigeria, who have been instructed to hand over documents against payment of the draft. 1. 你方6月3日来电要求我方报第33号毯子。我方确认已向你方电邮报下列商品实盘，9月20日前复到有效。2. 获悉你地市场对苹果需求很大，兹附上第6868报
18、价单供参考,Change of Word Meaning,16,据说It was estimated that. 据传It was told that. 据报道It is reported that. 据信It is believed that. 据认为 It is acknowledged that.;It is regarded that.;It has been suggested that 预期It is expected that. 必须承认It must be admitted that 不可否认It can not be denied that. 有人会问It is asked
19、that. 人们注意到It is noticed that.,Use of Passive Voice,17,Types of Business Communication,Internal Communication External Communication,18,External Communication,19,1. Whats the name of your company? 2.What line of business are you in? 3.What goods or services does your company provide? 4. How many emp
20、loyees does your company have? 5. Where are your headquarters? 6. Where are your main markets?,External Communication,20,Company profiles-Introduction,1. We are a space technology company that designs, manufactures and markets a broad range of space products and services, including spacecraft system
21、s, satellite-based date computation and observation services.2.We opened our first restaurant in 1978 and currently operate the largest chain in the country with 103 restaurants. Our restaurants feature best quality food and traditional-style Mexican food at affordable prices. We provide an alternat
22、ive to higher-priced traditional sit-down restaurants and lower quality fast food establishments.,External Communication,21,3.We manufacture and market a range of consumer packaging in metal, glass and plastics. Our main customers are in the European beverage and food industries. We are one of the l
23、eading packaging companies in Europe with production units in Sweden, Denmark, Norway, the Netherlands, Germany, the UK and Austria. We have approximately 53000 employees, 75% of whom work outside Sweden.4. We are a Russian-based brokerage and consulting company established in 1992 at the start of t
24、he privatization process in Russia. Our main office is located in Moscow and we also have regional branches in Siberia. We deal with shares of Russian privatized enterprises and also provide a full range of financial services related to Russian securities operations.,22,Growing the company-Exercise,
25、We are based in La Defense, the business district of Paris, and new products are developed nearby at our labs in St Denis. Our principal manufacturing facility is just outside Lille and products go from there to a central distribution point at Compiegne. Three sales agencies cover the various region
26、s of France with international offices in Frankfurt, Milan and Madrid. The London office is run by our UK subsidiary.,23,London: subsidiary 子公司 Lille: main plant Compiegne: warehouse Frankfurt: sales office Milan: sales office St. Denis: R&D division Paris: headquaters,24,Growing the company,Transna
27、tional enterprises,25,Glossary,26,Occupation,professional and technical lawyer accountant engineer doctor programmer designer,administrative sales manager executives supervisor administrator director President clerical and office secretary typist receptionist clerk,27,Industry,advertising aerospace
28、hotel and catering chemistry environment financial service insurance manufacture trading education Information Tourism,mass media plastic textile energy engineering equipment construction and decoration publish import and export stationary furniture leather,28,Departments,Research and Development Sa
29、les Reception Dispatch/Distribution Purchasing Accounts/Finance Production Canteen,Advertising Marketing Personnel Human Resources Public Relations Training Quality control After-sales Maintenance,29,Business events,negotiation seminar trade fair business trip exhibition interview conference trainin
30、g course,30,Placing an order,order from discount order number cost of packaging and handling quantity unit price grand total payment letter of credit acknowledgement,订单 折扣 订单号 包装和搬运费用数量 单价 总价 支付 信用证 收讫通知,31,Product description,special offer 1-year warranty delivery money-back guarantee maintenance s
31、oftware package installation It is a bargain!,32,Diameter 直径(radius半径),area or volume Weight and capacity Shapes, colours and materials,33,Shape1) circular 2) semi-circular 3) square 4) oval 5) triangular 6) spherical 7) cylindrical 8) cubic 9) rectangular 10) pyramidal 11) pointed,34,Material 1) ir
32、on 2) pure silk 3) synthetic fibre 4) porcelain 5) plastic 6) polyester 7) stainless steel 8) genuine leather 9) fur 10) nylon 11) wool,35,Adjectives used to describe product features 1)efficient 2)durable 3)battery-operated 4)high-quality 5) programmable 6)fragile 7)adjustable 8) user-friendly 9) s
33、uperior 10)cost-effective 11)reliable 12)economical 13)colour-fast 14)elastic 15) authentic 16) exceptional 17)portable 18)environment-friendly 19）patented 20）easy to assemblecarryhandlerepairuse,36,Describing rises and falls,increase rise go up decrease fall slightly slowly rapidly dramatically,37,Dealing with complaint,apologize replace the goods refund the money look into it see what we can do take the responsibility refuse to accept responsibility turn to the insurance company,
