市场营销英语讲义.docx

Unit 1 First ContactWORD CHECK (I)marketing Managerperson in charge of the marketing departmentcomputer Manager person in charge of the computer departmentto be over to be here on a visit from another countryhost person who invites or receives gueststhese partsthis area1. LISTENING (I)You are going to hear a number of people introducing themselves. Some of the introductions involve two people, some involve three. As you listen, number these conversations in the order you hear them.A Hello, Im Nice to meet you, My names.B Hello, let me introduce myself. My names. Pleased to meet you, Im.C I dont know anyone here. Youll have to introduce me. Of course. Roger, this is. Nice to meet you.D How do you do? My names Nice to meet you. Mines.E I havent met your Managing director yet. Oh, Im sorry. Doctor Mannheim, this is Very nice to meet you.F Let me introduce you two. Maxine, this is Francis. Nice to meet you.G Could you introduce me to the Marketing Manager? Of course, Philip, Let me introduce you to .Nice to meet you 2. READ AND LEARNWORD CHECK (II) Plc Public Limited Company. A company whose shares you can buy on the Stock Exchangeannualevery year, yearlysoftwareprograms for a computer systemdevelopmentplanning new productsPersonnel departmentsection of a company which deals with staff welfare, records,training and recruitmentcolleaguefellow worker in a company or professionAccounts Department section of a company which deals with money paid or receivedmarket researchexamination of the possible demand for a product before it is put on the marketPersonal Assistantsecretary who provides special help to a manager or directorFinance section of a company which controls a companys moneyProduction Departmentsection of a company which deals with the making of the companys productsfashion designerperson who plans new styles in clothes 1. LISTENING(II)Manders Plc are having their annual party. Listen to the dialogues overheard at the party. Match up the peoples names with their type of work. The first one has been done for you.2. READ AND LEARNNamesType of work1. Peter2. John3. Susan4. Mike5. Sarah6. Mr fields7. Martin8. Jean9. Jeans husbanda. Productionb. Personal Assistantc. Software developmentd. Market researche. Fashion designf. Personnelg. Accountsh. Salesi. Finance3. PRESENTATIONWe use a variety of prepositions to indicate work relationships.e.g. I work for Manders(they are my employers)I work at Manders (the place)I work with Manders (a sense of collaboration)Im in computers (general type of work)Im on the market research side (general type of work)Im in the Sales Department (specific place of work)4. PRACTICEGroup work1. Introduce yourself to the others.2. Introduce the other two to each other.3. Ask to be introduced.4. Tell your job and place of work.Unit 2 Company Organization-Presenting the CompanyWORD CHECK (I)organizationalshowing the way a company is organizedstructureorganizationManaging Director Director who is in charge of a whole companyexecutivesPeople who put decisions into actionpersonnelstafftrainingteaching employees how to do somethingrationalisationmaking more efficientregionpart of a country / an areato splitto dividematrix (basis)organized according to two sets of criteria, e.g. geographical and functionalsectionpart of a companysubsidiarycompany which is owned by a parent companyaffiliatecompany wholly or partly owned by another company1. LISTENING (I)Listen to the presentation about Rossomon Plc., complete the organization chart below.2. READ AND LEARN3. PRESENTATION This section demonstrates some of the language used to describe an organization in terms of: l Hierarchy l Responsibilities/functionsl Titles l Affiliates l Structure Hierarchy The company is headed by the MD. The Sales Director reports to the MD. The Sales Director is under the MD. The sales Director is accountable to the MD. The Sales Director is supported by a sales team. The Sales Director is assisted by an Assistant Sales Manager. Responsibilities/functions The finance Department is responsible for accounting. The R&D (Research and Development) Department takes care of new product development. The Administration Manager is in charge of personnel. Titles Below are the main managerial titles with the US equivalents in brackets: Chairman (President) Managing Director (chief Executive Officer/Senior Vice- President) Finance Director (Vice-President-Finance) Sales Manager (Sales Director)Note: The Directors and Chairman of a company usually sit on the Board of Directors (Executive Board)AffiliatesX is the Parent company. A, B and C are subsidiaries (more than 50% owned by the parent) StructureThe Car Division consists of the Production Department and the Sales Department. The Production Department comprises the Methods Section and the Maintenance Section. The Sales Department is made up of the Advertising Section and the After-sales Section.4. PRACTICEPair work: Describe the typical management structure of a British company.ChairmanManagingDirectorFinancialDirectorMarketingDirectorProductionDirectorPersonnelOfficerChiefAccountantSalesManagerPublicRelationsManagerAdvertisingManagerWorks/FactoryManagerPurchasingManagerPresenting Information -Structuring IdeasFocus: A Personnel director giving an informal presentation on the structure and organization of the department.WORD CHECK (II)to head be at the top of, be in charge of to represent act officially forto co-ordinatebring togetherselectionchoicemanpowernumber of workers neededto handlelook after (a task)pensionamount of money paid regularly after a person stops work, either because of old age or illnesspostjobthe pressnewspapers in generalpolicyfixed planrecessionperiod of little economic activityto deal withorganize, look after (a task)to take care of organize, look after (a task)1. LISTENING(II)PERSONNEL DIRECTOR & Manager & Manager & Manager & ManagerMain responsibilities:looks for handles and in charge of and deals with between and Listen to the Personnel director of Rossomon plc explaining the structure and organization of the department to a new member of her team. As you listen, complete the organization chart.2. READ AND LEARN3. PRESENTATIONA presentation is a talk given by a speaker to one or more listeners. To be effective, the speakers message must pass to the listeners, i.e. it must be heard and correctly understood. The elements of an effective presentation are:1. the effective organization of the information2. the effective delivery of the information3. the effective use of language.Below, the skills and techniques needed to organize information effectively are identified.Organization of information-Transparency of structure: have a clear beginning, middle and end.-Organization of content: Identify clearly the main points and the supporting points.In the listening extract, the speaker followed a number of steps:greetintroduce talkintroduce selfconcludeinvite questionssummarizeoutline talkPresent main part, divided into:Point 1Point 2Point 3etc4. PRACTICEPair workFollow the presentation flowchart above, to give a short talk (maximum 5 minutes) to a new member of your company, department or sports/social club. Decide before hand what your and your partners roles are.Your presentation should:- include the relevant information- have a clear structure- make that structure clear by using appropriate languageUnit 3 Telephone EtiquetteTelephoning 1 -Making arrangementsWORD CHECK (I)installationthe process of putting new machines into an office or a factorycomplicateddifficulttechnicianskilled technical workerto sort outto put rightto fixto arrangeto manageto be able to do something, e.g. meet on Tuesdayto suitto be suitable or convenient1. LISTENING (I)Listen to the three telephone calls. As you listen, complete the table below.CallName of person calledName of callerReason for callResult of call1232. READ AND LEARN3. PRESENTATIONThe telephone conversations you heard in the dialogues included a number of steps, in particular:n Identifying yourself/your companyn Asking the caller to identify himself/herselfn Asking for a connectionn Taking/leaving a messagen Explaining the reason for the calln Making appointmentsn Signing offNow look at the language used in these steps.1.Identifying yourself/your companyKrondike Electronics. Can I help you?(a typical switchboard)John Bird speakingThis is Pete EdwardsJohn here2. Asking the caller to identify himself/herselfWhos calling please?3. Asking for a connectionId like to speak to _, please.Could you put me through to _, please.Id like to speak to someone about deliveries, please.4. Taking/leaving a messageIm afraid hes out at the moment. Can I take a message?Can you ask him to call me back?5. Explaining the reason for the callThe reason I called is _.I am (just) phoning to _.6. Making appointmentsCould you manage Tuesday?What about Friday?Shall we say two oclock?Just a moment, Ill get my diary.Im sorry, Im out all day.Friday would be fine.That suits me.7. Signing off I look forward to seeing you.Thanks for calling.Goodbye.Bye.4. PRACTICEPair work Student A:1) You are a Peterson. Telephone Student B and ask to speak to B Rogers(you can use the title Mr/Mrs/Miss/Ms or their first name). You want to speak to him/her about an order. Your telephone number is (0732) 4355012) B Rogers calls you back. You want to order some shoes. Before you order you would like to know the price for 10 pairs of model A293. confirm the price and tell him/her you will fax the order right away.3) You are A Taylor. Telephones Student B(B Dunn) to arrange a meeting to discuss your visit to Japan. You want to meet next week. Below is your diary for next week.MondayThursdayMorning Morning Meeting with sales manager 10:00-12:00 Lunch with children Lunch with RossAfternoonAfternoon Prepare report Board Meeting 14:30-17:00TuesdayFridayMorningMorning Leave for JapanAfternoon visit Ross factory 14:00-18:00afternoonWednesdaySaturday SundayMorning 09:00 meet sales reps 11:00 drive to ManchesterAfternoon Visit two clients 15:00- Mr peacock 16:00-Miss DavisTelephoning 2 -Information Handling (Late Payment)Focus: Making phone calls to chase late paymentsWORD CHECK (II)invoice billpayment money given in return for goods or servicesto transfermove, e.g. money, from one place, e.g.a bank, to anotherto sort out (a problem)solve.enquiryquestionto credit put money into an accountround figurenumber ending in 0, e.g. 3,500a charge money that must be paid for a serviceto convertchange from one currency to another1. LISTENING (II)Listen to a series of three phone calls about late payment of invoices. As you listen, complete the table below.Call 1Name of caller: Person called: Date of invoice: Action- What: - When: Call 2Bank account details:Number: -Bank name: Action- What: - When: Call 3Company name: Credit- Actual amount: - Expected amount: - Day: 2. READ AND LEARN3. PRESENTATIONIn the phone calls, the parties used the following techniques for handling problems:n Asking for repetitionn Asking for clarificationn Asking for verificationn Asking for spellingn Correcting informationBelow are some sentences that you can use:1) Asking for repetitionYou may need to ask for repetition in two situations: if you didnt hear what was said, or if you didnt understand what was said,A: if you didnt hear, you can use one of these phrases: Sorry?(with a rising intonation) Pardon? (with a rising intonation) Pardon me? (with a rising intonation)(US) Excuse me? (with a rising intonation)(US)Another strategy is to state your problem and then make a request.Stating your problem: (Im) sorry. I didnt hear what you said. I didnt quite catch what you said. I didnt quite catch that.Making your request: Could you repeat what you said, please? Could you repeat that /say that again, please?B: If you didnt understand, you can state your problem and then make a request:Stating your problem: (Im) sorry. I dont quite follow you. I dont understand what youve just said.Making your request: Could you go over that again, please?2) Asking for clarificationI you feel the speaker is being vague or imprecise; you can use one of the following expressions to ask for more preciseInformation: What do you mean, exactly? What exactly do you mean by incorrect bank details? Could you explain what you mean, please?3) Asking for verificationIf you want to check that you have understood what the speaker has said, you can use one of the following expressions: Did you say th