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1、Unit 4 Establish Sound Profilesfor the Company After completing this lesson, students should be able to know:o Identify the structure of a product Promotion;o Develop communication skills about product Promotion;o (BEC Oral Test)3. Get to know how to use the information collected to work out various
2、 types of business reports and establish sound profiles for the company 4. learn writing MemoLearning Objectives Teaching Procedureso Business Profileo Viewing and Speakingo Case Analysiso Reading and Translationo Writing Section 1Business Profile- Production Promotion (產(chǎn)品推廣）Words and Expression Pro
3、motion mix 營銷傳播組合Advertising 廣告（總稱）Sales Promotion 銷售促進(jìn)Personal selling 人員推銷Public relations and publicity 公共關(guān)系與宣傳Target market 目標(biāo)市場Geographic distribution 地理分布Demographic characteristics 人口特征 Free samples 免費(fèi)樣品Trade shows 商業(yè)展覽會(huì)Refund 折讓，折扣（購物完畢后提供減價(jià)，而不是在零 售店購買的）Rebate 折扣，回扣Seepstake 抽獎(jiǎng)Potential cons
4、umer 潛在顧客Incentive 鼓勵(lì)，獎(jiǎng)勵(lì)，刺激Loyalty scheme 顧客忠誠計(jì)劃， 關(guān)顧獎(jiǎng)勵(lì) Background Reading(相關(guān)背景閱讀） Selection of Promotion Mix Elements Various aspects of a product influence a firms selection of promotion mix elements. Firms selling industial products generally emphasize personal selling in their promotion mixes and
5、 use advertising, sales promotion, and publicity to support personal selling efforts.For consumer products, advertising is the primary elements. Firms offering consumer convenience products promote them heavily with advertising and sales promotion. Sample Test (口試樣題）o Interlocutors Questionso What d
6、o you think is the basic objective underlying all promotion?o What do you think are the most commonly used advertising media?o Do you think advertising cost-effective? ( Why?/ Why not ?)(1)Why do you think companies use sales promotion? Suggested Answerso What do you think is the basic objective und
7、erlying all promotion?-I think its to provide information. Firms want to tell customers about themsleves as well as what products are availabel, where they can be purchased,and for what prices. (2) What do you think are the most commonly used advertising media?- They are newspapers, television, dire
8、ct mail, radio, magazines, and outdoor displays. (3) Do you think advertising cost-effective? ( Why?/ Why not ?)- I dont think so, because advertising especially using national media with immense audiences is very expensive.- Yes, although advertising can be quite expensive, many firms still find it
9、 cost effective because it can reach vast numbers of people at a low cost per person. (4)Why do you think companies use sales promotion?- Sales promotion can provide direct incentives to customers, motivate sales people, and stimulate dealers to be interested and involved in distributing a product.
10、Section 2 Viewing and speakingVideo DemonstrationWhich one is better? good qualities of a sales representativeeasygoingeloquent sociableadaptable Technicallyproficient Noteso Give discounts for bulk.o Cut the price too from the date of purchaseo Jamming problemo Its real nuisance.o On-site serviceo
11、Money-back guaranteeo iR 2270 can print 22 copies a minute, while iR2010 prints 2 copies less. ChecklistDoes she ask about:( ) size ( ) color( ) brand ( ) capacity( ) selling point ( ) price( ) discount ( ) after-sales service( ) money-back guarantee ( ) insurance( ) delivery ( ) warranty Canon iR22
12、70 Canon iR2010 Price $2,330 _ Warranty _ Capacity _ _ Price for after-sales service _ Money-back guarantee seven daysDelivery time _ _ 2,200Three years22 20Free for three years,$150 /yr after three yearsWithin three weeks Within 24hours General process of product presentationa presentation on a vid
13、eophone Statement of objectives ( Today, Id like to talk about) Outline of structure ( Ill divide my talk into) Starting the 1st point (Let me start with the first point) Starting another point (I will move on to the next point) Summarizing ( To sum up,the product has / is) Concluding ( Thank you fo
14、r your time and attention) ViaTV Desktop VideophoneAppearance: User-friendliness:Special features:Methods of promotion: Small and elegantEasy to set up: all you need is a touch-tone phone; as easy to use as makinga normal telephone callFull-color motion video; adjustable picture setting; good audio
15、quality;Preview mode; privacy modeon a special offer Script: Do you have friends or family members you would like to see more often?When you phone colleagues, would you like to see their faces? The ViaTV Desktop videophone means that you can! As you see, its small, elegant and ideal for the office o
16、r home, even for Business trips. Its very easy to set up: all you need is a touch-tone phone. You dont need a computer or any special software. Its also very easy to use,As easy as making a normal telephone call. The ViaTV Desktop videophone has many features. First, it has full-color Motion video w
17、hich means you can see the other persons gestures and changes of expression. The picture quality is excellent. Second, it has an Adjustable picture setting that enables you to change the mode to get an idealImage even for viewing designs for documents. Third, its audio quality is Exactly the same as
18、 a normal telephone call. In addition, the ViaTV Desktop videophone has a preview mode so that you Can check what you look like before the other person sees you ! Andfinally, the privacy Mode is an important feature. You can use it to block the Image but keep the voice connection. Now, of course, ju
19、st as any means of communication, its worthwile to have a set. We have a special offer on at the moment, so now is the time To buy the ViaTV Desktop videophone. Put yourself in the picture! Section 3. Managing People and Organization管理人員和機(jī)構(gòu) Report writing Reports are a very important method of gaini
20、ng and giving information. Although they may be presented orally, at a meeting for example, reports are usually presented in writing. The ultimate purpose of any report is to provide the foundation for decisions to be made and action taken. Report-writing routine information collecting: questionnair
21、ew basic informationw introduction: purpose; guidance; incentivew anonymous/ unanonymousw close / open questionsw logic orders of questions Where do those questions come from? turning objectives into questions Objectives: designing a （mixed） questionnairew To find out the demographic (不同人口特征的) featu
22、res of students smokers and non-smokers on campus；For student smoker:w To identify his/her smoking years;w To find out the reason(s) of smoking;w To perceive the cigarettes consumption/day For student non-smokerw To find out his/her response when confronting smoker(s) around him/her;w To find out hi
23、s/her temptation of persuasion towards classmate smoker(s);w To identify his/her ways of persuasion if he/she has ever done. Questionnaire (mixed open+ closed)1. Name_ 2. Sex_ 3. Age_ 4. Major_5. Do you smoke? Yes _ No_For those who smoke:6. How long have you smoked?7. Why did you smoke?8. How many
24、cigarettes do you smoke every day?For those who do not smoke:9. What would you do if your classmate smokes in front of you? 10. Have you persuaded your classmates not to smoke? How P224 Report WritingYou are the general managers secretary, working in the world-famous McDonalds company. Now you are r
25、eading your companys profile again and again cos your boss wants you to work out a companys report in English for him on managing people and organization to present before the customers from abroad. Think how you can accomplish such a task? Checklist: report writingw What information is essential, a
26、nd what can be omitted?w Can I cover all the main points?.Have I covered?w Is it clearly laid out and easy to follow? (layout?)w Can I get everything onto half a page or ?w Do I need to use short, simple sentences? How?w w Will everything be clear to the reader(s)?w Checklist: Title:w Managing Peopl
27、e and Organization 管理人員及機(jī)構(gòu) Structurew The openingw The main bodyw The ending the main body Structure Group work w Work in groups to find out the main ideas, main points in each part and summarize those ideas or points in phrases or short sentences in English. Managing People and Organization1.Introd
28、uctiono Heritage of McDonaldso Giving back to the _o Leading and _o 2) A series of commitment to employeeso Commitment to _o Commitment to _o Commitment to _o Commitment to _1) 3) Five people principles communitiesdoing the right thingeducationquality and safetysocial responsibilitiescreating a plea
29、sant environment 2. Commitment to Educationo Education of youtho Work in partnership with _o Top priorities of _o 2) Education of managers and employeerso Job experience complement and supports_o Education always _o Reward _o Provide tuition for employees _parents and educatorseducation and schoolwo
30、rkemployees educational goalscomes firstgood grases and school attendenceto continue their education 3. Commitment to quality and safetyo A leader _high-quality and safety standards.o Proper _, handing and _o Food safety _o 4. Five people pricipleso Respect and _o Values and _o Competitive Pay and _
31、o Learning, Development and _o Resources to _is setting and strictly enforcingfood storagecooking practicescheck listRecognitionleadership behaviorBenefitsPersonal Growth Get the Job Done 5. Conclusion Because of good company policies, McDonalds has become one of the most popular fast food restauran
32、ts in theWorld. Its business is growing based on the contribution of Its employees around the world. Check Your Understanding1.According to the commitment to education, McDonalds promises to send every employee to college.2.Employees in McDonalds can have a lot of opportunities to develop quickly.3.
33、 If an employee has done a good job, he/she may get a reward or promotion.4. If an employee has to decide between education and anEmployment commitment, the latter always comes first.5. The most important items of McDonalds requirements areQuality and safety. 6. According to the passage, MacDonalds
34、will check the quality and safety of its food every day.7. Valuing and respecting employees are considered very Important in McDonalds.8. There are never enough employees in McDonalds, soEmployees often work overtime. Writing Memos in English What constitutes a memo The difference between a memo an
35、a business letter The fomats of memos Guidelines for writing good memos Discussion1. What are the major differences between a memo and a business letter?2. What features should a well-written memo have?3. Is it good to write a very long business memo? Why or why not? A business memo differs from an
36、ordinary business letter in the following important ways: Memos are almost always used within an organization Memos are less formal than business letters Memos are normally used for non-sensitive communication (to which the readers will not have an emotional reaction). Memos usually have a direct st
37、yle and are typically short and to-the-point. Memos usually do not have a salutation. Memos dont have a complimentary closing.1) Memos have a specific format that is different from business letters. Formats of memos MemorandumDate:To:From:Subject:_ (Text of the memo) Guidelines for well-written memo
38、s Be clear Be concise State your main idea first Remember memo Identify your attachments Be coherent Use a business-like tone Proofread your work Identify your audience Engineering-Pros, Inc.MEMORANDUMDate: June 25, 2012To: All staff membersFrom: Larry Houston-Director of FinanceSubject: New Procedu
39、re for Handling Payroll Advances_ In order to reflect the Companys updated policies, effective July 1, 2007, there is a new procedure in use for obtaining payroll advances. I believe that our employees will find it an improvement over the lod procedure, which has been complained about as being confu
40、sing. The new procedure is as follows: Procedure 1. Obtain Form RPA-4, Request for Payroll Advance, from the Department of Finance.2. Complete the form by filling in all the blanks in the Employee Section of the form.3. Have your immediate supervisor approve your request by signing on the Supervisio
41、r Approval line.4. Take the approved Form RPA-4 to the receptionist in the Finance Department, Building G, Room 1021.5. Pick up your check from the Cashiers Office inthe Finance Department, Building F, Room 203, three working days after turing in Form RPA-4. You must have your emplyee identification
42、 card with you to receive your check.6. sign the receipt form in the presence of the cashiers office clerk. Policies The following policies govern the issue of payroll advances:1. Payroll advances may not total more than 70% of an emplyees monthly salary.2. Except in the case of a documented emergency, payroll advances are limited to one in every three months.Attachment: Form RPA-4
文秘英語Unit4(kitty)
