新編劍橋商務(wù)英語module_7

1、Module 77.1 Business Topic: SalesBrainstorming: sales VS marketing2Reading 1: Skimming & Comprehenson3Reading 2: Vocabulary, grammar4Speaking: Comparing jobs5Description and comparison of jobs1Description and comparison of jobs1. Work in pairs. Compare the jobs in each of the following pairs. Wh

2、at are the similarities and differences? Say which you would prefer to do and why.* doctor / vet * fighter pilot / airline pilot * school teacher / university lecturer * politician / journalist* manager of a company / manager of a charity sales VS marketingvMarketing is everything that you do to rea

3、ch prospects. The sales process is everything that you do to close the sale and get a signed agreement or contract. Both are necessities to the success of a business. You cannot do without either process. vYour marketing will consists of the measures you use to reach and persuade your prospects that

4、 you are the company for them. Its the message that prepares the prospect for the sales. It consists of advertising, public relations, brand marketing and direct mail. vThe sales process consists of interpersonal interaction. It is often done by a one-on-one meeting, cold calls, and networking. Its

5、anything that engages you with the customer on a personal level rather than at a distance.v MSF （無國界醫(yī)師組織）is a humanitarian-aid non-governmental organization best known for its projects in war-torn regions and developing countries facing endemic diseases (地方病). Its headquarters are in Geneva, Switzer

6、land. In Canada and the United States, it is also known as Doctors Without Borders is also used. v 無國界醫(yī)生組織 (Doctors Without Borders, Medecins Sans Frontiers - MSF) 于年月日在巴黎成立，是一個(gè)由各國專業(yè)醫(yī)學(xué)人員組成的國際性的志愿者組織，是全球最大的獨(dú)立人道醫(yī)療救援組織。Words and expressions:shake off: get rid of 擺脫、甩掉 e.g. shake off poverty shake off i

7、ts unglamorous image擺脫其乏味的形象 glamorous adj. attractive and interesting 有魅力的，有吸引力的unglamorous adj. 無魅力的，乏味的 jolly adj. 愉快的、有趣的: If someone is jolly, he or she is happy and cheerful in their appearance or behavior. If an event is jolly, it is lively and enjoyable, eg. a jolly party/person n. a happy p

8、arty; business trips with lots of free entertainment cold calling 無約電話，冷不防的電話 outnumber v. 數(shù)量多于，比多v e.g. Blacks outnumber whites by better than 5 to 1.v 黑人與白人的比例超過5:1.vRackspace Managed Hosting 可控制虛擬主機(jī)公司 is an IT hosting company based in San Antonio, Texas.vbuzz n. a strong feeling of pleasure or ex

9、citement 極度興奮、陶醉 target-driven: strongly influenced/motivated by the target目標(biāo)驅(qū)動 e.g. In China, our life is well planned and target-driven, and we are now more aware of the importance of good health and quality of life. vProctor ad Gamble: 寶潔公司(P&G) is a Fortune 500 American multinational corpora

10、tion headquartered in downtown Cincinnati, Ohio and manufactures a wide range of consumer goods. 2. Read the article and find out why more people prefer a career in marketing than in sales. Complete the table below with reasons from the text.Reasons for choosing marketingReasons for choosing sales-

11、sounds better at dinner parties- has an air of glamour (whereas sales has an unglamorous image)- (many graduates believe) you work on creative PR campaigns and go on lots of jollies- marketing seems more attractive (than sales)- it isnt as bad as myths suggest- unlike marketing, sales is tangible- i

12、t has a direct impact on a companys results- you meet people and communicate with different personalities- in sales theres a buzz of a target-driven environment- you can manage millions of pounds of business- make customers happy- its incredibly rewardingvAnswers ( Not sold on sales?)1.B2.C3.B4.DMar

13、ketingis rather more popular as a career choice, and sounds better at dinner partiesSales professionals in the UK outnumber people in marketing by about 200,000Unlike marketing, sales is tangible. It has direct impact on companys resultsMisleadingIt isnt anything like as awful as the myths suggestVo

14、cabulary: Sales termsMatch these words (1-7) from the text to their definitions (A-G).1. sales pitch2. door-to-door selling3. a buzz4. a myth5. cold calling6. an air7. jollies (informal)A. Making an unexpected phone call or visit to sell something.B. Excitement.C. Business trips with lots of free en

15、tertainment.D. Knocking on doors all day to sell.E. Making a speech to convince people to buy something.F. Something people incorrectly believe to be true.G. Feeling or attitude.另外一些有關(guān)銷售的表達(dá)法：（1）sales quota 銷售定額（2）retail sales figure 零售額（3）sales representative 銷售代表（4）target market and customer目標(biāo)市場與顧客

16、（5）big sale大甩賣 （6）flash sale 限時(shí)搶購，閃購Look at the statements below about the three jobs. Which job does each statement refer to (A, B or C)? There is more than one answer in some questions.1. These two jobs were the same every day. _ _2. The job description for this job didnt include this! _3. This jo

17、b probably wasnt in a paperless office. _4. This job became unnecessary. _BCAACReading: The worst job in the world?Vocabulary: Describing jobsComplete the table below with the different forms of each word from the box.repetitive responsible boring frustrating varied challenging well-paidadjectivenou

18、ncomparative formsuperlative formrepetitiverepeat/repetitionmore repetitivemost repetitiveboringbore/boredommore boringmost boringchallengingchallengemore chanllengingmost challengingvariedvarietymore variedmost variedwell-paidpay/paymentbetter-paidbest-paidfrustratingfrustrationmore frustratingmost

19、 frustratingresponsibleresponsibilitymore responsiblemost responsibleThe 10 happiest jobsvhttp:/ Summary Up to this part, weve learned and practiced how to describe jobs, a frequent topic in business communication. Pay your special attention to the adjectives as well as their variations. They are ve

20、ry useful in communication.Listening: Selling2Reading: A proposal3Speaking4Reading: How to sell.17.2 Business Skills: SellingWriting: A fax5Reading: How to sell1. What are the qualities of a successful salesperson? Make a list of your ideas.-persuasive-knowledgeable-trustworthy-believes in products

21、and service-has good communication skills - hard worker- works well under pressure- never gives up2. Read the guide to selling below and choose the best word A, B, C or D to fill gaps 1-15.How to sellvfor a start: used for introducing the first point in a series首先，第一點(diǎn) uthink through: consider the fa

22、cts about something in a thorough way 徹底想清楚uoverloadwithput too many people/things in/on sth; give sb. too much work to dovproduct specification 產(chǎn)品規(guī)格e.g. The company has powerful technical strength, advanced equipment, strong productivity and complete product specification.公司技術(shù)力量雄厚，設(shè)備先進(jìn)，生產(chǎn)能力強(qiáng)，產(chǎn)品規(guī)格型號

23、齊全。uturndown: refuse to acceptuknockback: refusal; rejectionuget hung up : be delayede.g. Im sorry. Im late. I got hung up at the office.Listening: Selling1. Listen to give salespeople and their customers. In each case the salesperson is either following a step from the article on How to sell or fai

24、ling to follow it. Write the number of the step next to the salesperson and write what you think they are selling. Step Product or service?Salesperson 1 _ _Salesperson 2 _ _Salesperson 3 _ _Salesperson 4 _ _Salesperson 5 _ _34 or 51 or 647advertisingcarstationerypersonal organizershome improvementsS

25、tep 1 Build trustStep 2 Dont misunderstand the customerStep 3 Ask clever questionsStep 4 Know your stuffStep 5 Dont overload people with detailsStep 6 Salespeople are not necessarily bornStep 7 Be prepared to fail2. Listen again and complete the notes about each salespersons product or services.Dema

26、nd falls in (1)_ but July is better. The client might be interested in advertising on the (2)_.BEAVIS SUPPLIESRay would like to change the (5)_ on the old letterheads.Leather Diaries- Available in black and (6)_ as well as brown.- Customer wants to know price for putting company (7)_ on the front.Th

27、e XR5 is a huge improvement on the (3)_ model: - backseat airbags-Travels 0 to 70 in (4)_- air conditioning. Points to mention in each call:- Warm and Cosy- Ask questions about persons (8)_- Suggest (9)_ visits to advise on home improvements.Juneradio2007five secondsdesignredlogohousea representativ

28、e3. Listen for the expressions below. Write the number of the listening (1-5) in which you hear each expression.A. I know its proved much more popular thanB. What did you have in mind exactly?C. So is something you might be interested in?D. I was wondering if youd mind answering a few questions abou

29、tE. Perhaps could be useful?F. Is there anything I can help you with at the moment?G. Shall I put you down for?H. Its a huge improvement on 431513324. Match the expressions A-H in exercise 5 to the categories below. Write one letter on each line.1Establish customer needs:_ _ _2Suggest possible requi

30、rements:_ _3Compare:_ _4Close the sale:_ BDFCEAHGSpeaking: A sales conversationChoose an object in the classroom. Work in pairs and take turns to sell your objects to each other. Follow the flow chart in the last part.1Establish customer needs:_ _ _2Suggest possible requirements:_ _3Compare:_ _4Clos

31、e the sale:_ Dictationv1.shake mercial directorv7.sales pitchv8.cold callingv9.outnumberv10.job descriptionv11.distrustv12.stuffv13.overloadv14.websitev15.outgoingv16.knockbackv17.stationeryv18.warehousev19.alternativev20.personalityIntroduction to Proposal WritingBasically, proposals are persuasive

32、 presentations.Purpose: to solve a problem, alter a procedure, find answers to questions, or conduct research on a topic of mutual interest.Introduction to Proposal WritingHow to writeThree steps:1.Problem 問題2.Analysis 分析3.Solution 對策Format: proposals can use various delivery media,such as letter, f

33、ax, email,memo,etc.Tips on Writing建議書要以事實(shí)為根據(jù)撰寫；提出的建議要具體，操作性強(qiáng)；對采納建議能帶來的好處既要寫的樂觀，也要防止吹噓；建議書與可行性報(bào)告相比有共通之處，但“報(bào)告”可以列舉多種方案，經(jīng)比較各自的優(yōu)劣后再推出最佳方案，而在建議書中通常只提出一個(gè)方案。A proposalA salesperson who works for a company renting office space has faxed the proposal below to a client. Read it and answer question 1-3.1. What

34、 are the needs of the client?The client needs office space for twelve months.2 Is the salesperson able to meet those needs? 3. What are the benefits of the second location? The sales person can meet those needs and also wants to try and sell a little more in addition.-Office on the same floor.-Wonde

35、rful views.-more convenient than the other location for transport.-Suitable parking facilities.Useful expressions to use when writing a proposal-Thank you for your order感謝您感謝您的訂單的訂單-Further to your request關(guān)于您關(guān)于您的要求的要求-Id like to mention that I can also我想提的是我還可我想提的是我還可以以-Please note請注意請注意-As an inter

36、esting alternative, you might wish to consider 還有個(gè)有意思的選擇，您也許可以考慮還有個(gè)有意思的選擇，您也許可以考慮-It has the following features它有下列特點(diǎn)它有下列特點(diǎn)-Please consider this possibility and note 請考慮這種可能性并注意請考慮這種可能性并注意-I would suggest a prompt decision 我想建議您盡快做決定我想建議您盡快做決定-I look forward to hearing from you.盼早日回復(fù)。盼早日回復(fù)。Writing:

37、A faxSpacesaver（空間節(jié)省王）, company which rents warehouse space to businesses,（是一家向公司租賃倉庫的公司） has been sent this fax. Look at the fax and the other information below and answer the following questions.1. What are Mr. Burrs needs and requirements?2. How much Spacesaver meet those needs? Which requirement

38、 cant be met?3. What benefits of Circular Storage（環(huán)形倉庫） should Spacesaver mention in its reply?Mr. Burr needs warehousing for 18 months. He needs 100 square metres in space, security and parking for at least twenty people, as well as good access.Spacesaver can meet those needs if Mr. Burr takes two

39、spaces of 50 square metres (although this is expensive). However, parking and access are poor.Spacesaver is more positive about the warehouse at Circular Storage because there is 100 square metres space. Its also cheaper and has good access and parking as well as security. The only drawback is that

40、the warehouse isnt as central so the proposal to Mr. Burr will have to convince him that the benefits outweigh this problem.Model Dear Mr. Burr, Further to your enquiry about _,I am delighted to say_. However, with regard to your additional requirements please note _.vIn your proposal , you should h

41、ave done the following:v Refer to the customers needsv Include information from the handwritten notesv Used fixed expressions and a semi-formal business tonev Stress the benefits of the second location.Possible answerDear Mr. Burr, Further to your enquiry about the warehousing at the W1 site, I am d

42、elighted to say this space is still available. However, with regard to your additional requirements please note that you would have to rent two separate spaces of 50 square meters and the warehouse has limited parking for cars only and limited access. As an alternative, you might wish to consider a

43、new storage option called Circular Storage that has recently become available to Spacesaver. While it is a little further from the center of the city than W1, it has the following features: -easy access for lorries and adequate parking for twenty -security with CCTV -space availability of 100 square meters (and more if required) Please also note that it would be two-thirds the price of W1, and the 10% discount for two-year booking would still apply. A visit to these premises can be arranged, although I would like to