新职业英语第二册Unit_7

新职业英语 Unit 7 Marketing

Unit 7

Unit 7 MarketingConte nts

1

Warming-up

5

Writing

2 3 4

Reading A

6

Mini-project Language Lab

Reading B

7

Listening & Speaking

8 7

Entertainment Language Lab

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Unit 7 Marketing

-up Warming-up

Warm

Task 1 Task 2

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Unit 7 Marketing

rmWarming-up 1

Wa

Task 1 Look at the following pictures and identify the different selling methods.

person-to-person selling

direct mail selling

online selling

telephone sellingNotes< Back Next > Home

Unit 7 Marketing

Warming-up

Wa rm1Not es

Personal selling: 人员推销/个人推销 is a two-waycommunication between the seller and the buyer usually faceto-face, via the Internet, the phone and the correspondence. Unlike advertising, a personal sales message can be more

specifically targeted on inpidual prospects and easily altered ifthe desired behavior does not occur. Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified.< Back

Unit 7 Marketing

Warm-2 Warming-up

Task 2 Work in pairs. Look at the following flow chart. Discuss with your partner and describe the process of organic foods going through the marketing channel.

Notes

Sample

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Unit 7 Marketing

Warm-2-Notes Warming-up

What is a marketing channel? A marketing channel is a set of practices oractivities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption, which consists of all the institutions and all the marketing activities in the marketing process.

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Unit 7 Marketing

Warming-up

Sample After organic foods are produced, the first step is from agricultural production to wholesaling where they are transferred from producers to brokers, terminal markets, grocery wholesalers and foodservice wholesalers. The second stage is from wholesaling to retailing where the foods are stocked by traditional grocery stores, natural food stores and foodservice outlets. The last step is from retailing to consumption where these organic foods are purchased by consumers.< Back

Unit 7 Marketing

Readi Reading A ng A

Text Task 1

Task 2Business Know-how

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Unit 7 Marketing

Text AReading A 1

The Multi -channel E-Commerce1 In the midst of the US economic crisis, cautious spending and

downsizing have left the retail industry in serious trouble. March

2009 saw a 9 percent decline compared with March 2008. However,online sales continue to show steady growth in the face of adverse economic conditions. They are expected to grow 11 percent to US$156.1 billion in 2009, following a 13 percent increase in 2008.< Back Next > Home

Unit 7 Marketing

2 Reading A Text A-

2

Given cautious consumer spending

and tight credit, why is online retail continuing to grow fast while overall

retail numbers drop? Retailers need tolook no further than the great

benefits and savings of selling via a multi-channel e-commerce platform.

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Unit 7 Marketing

3 Reading A Text A-

3 The Internet has a distinct advantage over in-store retail: the presence of countless on-demand sales channels. Still an ecommerce platform doesn’t simply offer a new sales channel; retailers are actually increasing in-store purchases using online platforms. In-store retailers with e-commerce platforms may make use of multiple channels and consolidate them through cross-channel retailing. This cross-channel strategy might be giving customers the ability to order online and pick up in-store, or it could be as simple as honoring gift cards through all sales channels. By implementing a cross-channel strategy, retailers could open up sales opportunities and improve customer satisfaction through convenient services and fulfillment of customer requests. < Back Next > Home

Unit 7 Marketing

4 Reading A Text A-

4

Retailers are also able to improve on-demand purchasing

capabilities to increase sales online. An automated online platform

allows retailers to receive orders at any time and customers to checkthe status of their order at their convenience. By providing such an easily accessible option for customers, online retailers are catering to all of their customers, no matter what their shopping habits might reflect.

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Unit 7 Marketing

5 Reading A Text A-

5

Increasing attention is being placed on green business

practices these days, and an e-commerce platform helps retailers promote environmentally friendly business practices. From a

business point of view, they can save huge costs by cutting outtraditional paper marketing and distribution methods. For example, retailers used to spend hundreds of thousands of dollars on paper

catalogs. Now they can cut catalog expenses through emailmarketing and easily updatable online catalogs.< Back Next > Home

Unit 7 Marketing

6 Reading A Text A-

6

With the development of business intelligence, more and

more companies are recognizing that an efficient system for data collection and analysis is necessary for growing their businesses. An e-commerce platform simplifies raw sales data capture, as well as data for customer profiling and order-processing information—any data that is necessary for providing a greater understanding of the retailer’s business. The data collection capabilities o …… 此处隐藏：3811字，全部文档内容请下载后查看。喜欢就下载吧 ……