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5. Marketing management

5. Marketing management. 李庆诧. 1.what does the word "adjustment" mean?. 2.what shouldbe done to achieve maximum total revenue?. 3.what does the word "traffic"mean?. be aimed at:表主动 aimed at : 以 ……为目的，为达到……目的 be based on:以………为基础 more......than：多余 、超出、比......多

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5. Marketing management

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  1. 5. Marketing management

  2. 李庆诧

  3. 1.what does the word "adjustment" mean? 2.what shouldbe done to achieve maximum total revenue? 3.what does the word "traffic"mean?

  4. be aimed at:表主动 aimed at : 以……为目的，为达到……目的 be based on:以………为基础 more......than：多余 、超出、比......多 profitable sales volume is more important than maximum sales volume 销售利润volume比最大销量更重要 traffic：n. 交通；运输；贸易；[通信] 通信量 vt. 用…作交换；在…通行 vi. 交易，买卖 retailer should consider cost and traffic flow in site selection : A low-cost , low-traffic location means spending more on advertising to build traffic 零售商应该考虑成本和交通流选址:一种低成本、低流量位置构建交通意味着花更多的广告 {

  5. be monitored to:被监控 population shifts,legal developments,and the local encnomic situation should be monitored to quickly identify problems and opportunities. 人口的变化、法律的发展和当地经济应该被监控，可以快速识别问题和机遇 focus on: 集中 ; 集中于 to focus attention on： 锁定 focus campaign on 竞选重点

  6. (Para.4) （An inexpensive research program, based on questionnaires given to current or prospective customers,）can oftenuncoverdissatisfaction or possible new products orservices. 一个基于对现有及预期客户问卷调查的研究项目花费不多,却常常能揭示客户的不满以及提供新产品和服务的可能性. (Para.5) A marketing strategy identifies（确定） customer groups which a particular business can better serve than its target competitors, and tailors（定制） product offerings, prices, distribution, promotional efforts and services toward those market segments. 市场营销策略应首先确定一个企业的客户群体,对于这些群体它能比竞争对手提供更好的服务;然后再根据这些细分的市场定制产品,价格,配送,促销和服务

  7. A good strategy helps a business （省略that引导的从句）focus on the target markets it can serve best. 好的经营策略有助于企业将精力放在其最擅长的目标市场上. (Para.8) cost 成本 traffic flow 客流量 (Para.8) If purchases are based largely on impulse, then high traffic and visibility are critical. 如果购买行为主要是来自于一时冲,那么大客流量和高可见度便是关键.

  8. 彭吉

  9. SHOW TIME 彭吉

  10. NEW WORDS AND EXPRESSIONS convince v. 使确信 crucial 决定性的 关键的 entrepreneur n. 企业家 承包者 impuis n. 一时冲动 突然的欲望 marketing n. 营销 推销 nom n. 标准 规范 准则 package n. （供买卖）一整套东西 presence n. 存在 profitability n. 可盈利性 profitable a. 盈利的 retailer n. 零售商 retain v. 保持 保留 保存

  11. NEW WORDS AND EXPRESSIONS convince v. 使确信 crucial 决定性的 关键的 entrepreneur n. 企业家 承包者 impuis n. 一时冲动 突然的欲望 marketing n. 营销 推销 nom n. 标准 规范 准则 package n. （供买卖）一整套东西 presence n. 存在 profitability n. 可盈利性 profitable a. 盈利的 retailer n. 零售商 retain v. 保持 保留 保存

  12. NEW WORDS AND EXPRESSIONS segment n. 部分 片 快 site v. 给...选址 n. 地址 tailor v. （按特殊需要）设定 vary v. 变化 改变 vice versa 反之亦然 volume n. 量 数量 wholesaler n. 批发商 go out of one's way (to do ) 千方百计 想尽办法 keep up with 跟上 try out 试验 考验

  13. Check You Understang T 1、All company policies and activities should be directed toward satisfying customer needs 2、It is unnecessary for a company to keep up with competitor' market strategies 3、According to the passage , every marketing program contains five key components 4、Entrepreneurs should carefully plan their marking strategies and performance to keep their market presence strong F F T

  14. Check You Understang F 5、Maximum sales volume is more important than profitable sales volume 6、Direct mail is an effective , low-cost medium available to small businesses 7、A low-cost , low-traffic location means spending less on advertising to build traffic 8、Entrepreneurs should audit their company's perfomance at least quarterly each year T F T

  15. ANSWER ? ? ? 3 1 4 2 What must entrepreneurs do to be successful ? Marketing works primarily on two important principles . What are they ? What are the main fuctions of market reseach ? How can one tell whether a marketing strategy is goodornot

  16. ANSWER ? ? ? 7 5 8 6 What are the four key components every marketing progam contains ? Why is good salesmanship essential for small businesses ? What is usually the relationship between price and sales volume ? What must entrepreneurs do after a marketing program is implemented

  17. 杨慧

  18. 李春珠

  19. VI.Fill in the table below with corresponding English or Chinese equivalents • Marketing strategies • sales volume • prospective customers • potential profitability • target market • total revenue • personalized service • traffic flow • international market • promotipon strategies • 营销策略 • 销售量 • 潜在顾客 • 潜在盈利性 • 目标市场 • 总收入 • 个性化服务 • 顾客流量 • 国际市场 • 促销策略

  20. Vll. Complete the following sentences by translating the parts given in Chinese • 1.the policies and activities of a company Should be directed toward satisfying customer needs(应致力于满足客户需求） • 2.Successful marketing requires timely and relevant market information（及时和相关的市场咨询） • 3.It’s important to keep up with competitors’ market strategies and make adjustments to one’s own (调整自身的策略） • 4.A good strategy help a business focus on the target markets (帮助企业专注于目标市场）it can serve best.

  21. 5.Good salesmanship is very important for small businesses because of their limited ability to spend on advertising (由于其能用于广告的花费有限）。 • 6.Working through established distributors or agents （通过已有的经销商或代理商）generally is easiest for manufacturers. • 7.Location is not so important for products that customers are willing to go out of their way to find (顾客愿意费力寻找的）。 • 8.To make sure business is running healthily on track (确保企业在健康的轨道上运行），entrepreneurs should audit company’s performance at least quarterly each year.

  22. 朱雪眯

  23. Reading B C ustomerization Ad

  24. 刘玉洁

  25. Decide whether the following statements are true (T) or false (F) according to the passage. 1.Customers do not want to know what can be offered. false 2.The fast flow of information benefits consumers only . false 3.The most influential factor over decision-making might be information. true 4.The UNISYS offers no consultants for its customers. false 5.The UNISYS serves its customers to speed up their transactions. true

  26. Give short answers to the question. 1.What does the UNISYS offer to help? Customerize the customer’s enterprise. 2.What does” Act fast”(in paragraph one) mean? Take actions immediately. 3.Why is it beneficial to you when your customers do not know all that you know ? It leaves revenue-generating potential untapped. 4.If you are seeking a consultant to evaluate your company’s information flow, what number should you dial ? 1-800-874-8647, ext.13. 5.Why is the word “revenue” placed at the very end of the ad ? To emphasize this is the final objective of business.

  27. Put the following into Chinese , paying attention to the persuasive tone . 1.What your customer doesn't’t know leaves revenue-generating potential untapped. 您的顾客所不知道的正是您未开启的财源. 2.You not only boost the speed of transactions but also sharpen your competitive edge. 您不仅可以提高交易速度,还能增强竞争力. 3.Discover how Unisys can help you customerize your enterprise and convert information into a stream of customers –and revenue . 看看Unisys 到底怎样使您的企业客户化,并把信息变为源源不断的顾客─和财富.

  28. 4.If your customer only knew what you know , act fast. 如果您的客户仅仅了解您所了解的,赶快行动吧. 5.Unisys, we make it happen. Unisys,让您实现心中理想.

  29. 陈思

  30. Bill of Exchange 1.“汇票”字样（Exchange ） 2.无条件支付命令（Pay to………） 3.金额（Amount) 4.付款期限 6.出票人（Drawer)或收款人（Payee)：出口或其他指定的银行。 7.受票人（Drawee)或 付款人（Payer):进口人或指定的银行（To) 8:取票依据：通常是著名开证行与编号的信用证或商品名 9：出票日期、地点 10：出票人签名

  31. Sample 1

  32. NOTES 汇票通常是两张一套，但债务只有一笔，因此第一张上说明“本汇票之副本”（Second being unpaid ),第二张则说明“本汇票之正本未付”（First being unpaid). CITIC china international Trust and investment Corp.即中国国际信托公司。 The Hongkong and Shanghai Corporation(HSBC).香港汇丰银行。

  33. New words and expressions • Blueprint 蓝图，计划 • Considerate 考虑周到的 • Expertise 专业技能 • Graph 图标 • Penalize 处罚 • Tag 标签 • Technician 技师，技术专家

  34. Upgrade 升级，违规 • Violation 违反，违规 • Mason 梅森（姓氏） • Hans 汉斯（姓氏） • Technological 专有技术 • Industrial transfer 技术转让 • Industrial property 工业资产

  35. Initial down payment 起始预付款 • Product design 产品设计 • Confidentiality clause 保密条款

  36. 周榴端

  37. Key words and phrases • expertise 专业技能 • grapy 图表 • penalize 处罚 • tag 标签 • technician 技术专家，技师 • upgrade 升级，改进 • violation 违反，违规

  38. technological know-how • 专有技术。 • technology transfer 技术转让。 • industrial property 工业资产。 • initial down payment 起始预付款。 • product design 产品设计。 • confidentiality clause 保密条款。

  39. technological know-how • 专有技术。 • technology transfer 技术转让。 • industrial property 工业资产。 • initial down payment 起始预付款。 • product design 产品设计。 • confidentiality clause 保密条款。

  40. Useful expressions and patterns • 有用的表达和模式。 • 1，cooperation 合作 • mutually beneficial 互惠互利 • 2，appreciate 欣赏 • technical cooperation 技术合作 • 3，competitive 竞争 • 4，enterprise 企业 • imported advanced technology 引进先进技术

  41. 5，be appropriate to 对于……是适合的 • 6，know-how 技术诀窍 • adopt 采用 • 7，in need of 需要 • 8，data 数据 • blueprints 蓝图

  42. 9,royalty 提成费 • net sale 净销售 • 11,We can't go that far. 我们不能走那么远。 12，enhance 加强，提高（improve） 13， manual 手册。time to time 经常 14，performance record 性能记录 machine 机器

  43. 15，connect into 连接到 • related information 相关信息 • print it 打印 • 课堂对对碰 • Match the items in the following two columns.

  44. a.technology transfer 1,互惠互利 • b.technological know-how 2,可行性报告 • c.royalty 3,技术转让 • d.initial down payment 4,提成费 • e.industrial property 5,工业资产 • f.reciprocal contract 6,专有技术 • g.compensation rate 7,补偿贸易 • h.feasibility report 8,起始预付款

  45. Complete the following dialogue by choosing from the responses listed below. • A:Nice to see you again. • B: 4 • A:Now let's come to the point(开门见山). 2

  46. we'll accept 5% of the net sale price of the • licensed（许可）items during the terms of agreement（协议有效期）. • B: 5 • I'm sure you know in the initial stage of operation ,the company will have a hard time. • A:The initial down payment can't be reduced, 1

  47. B:Well,it would work if the royalty payment begin in the third producation year,and the rate comes down to 3%. • A:All right,we'll accept it, 3 • B:OK.I think things are quite clear now. • 1.but we may consider lowering the royalty rate a little. • 2.In addition to an initial down payment of $100000 is agreed on then

  48. 4.Nice to see you • 5.I'm afraid the initial down payment is too high

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