BEC-higher-module-4高级商务英语解读课件

HIGHERSUCESSWITHBECHIGHERSUCESSWITH1MODULE4

BusinessTopicTheartofsellingMODULE4BusinessTopic24.1Businesstopic:

Theartofselling4.2businessskills:Presentingfigures4.3Examspotlight:WritingTestIntroductionandPartoneMODULE44.1Businesstopic:Theartof3MODULE4Contents1.Selling(vocabulary)2.Salestechniques3.Advertisingtrends4.Asalesreport5.Presentingfigures6.AnalyzingagraphMODULE4Contents1.Selling(vo44.1

Theartofsellingclosethesaledetouraltitudeaptitudebuyingsignalperceivedbenefitaddedvaluecompetitiveadvantagesellingpontemotionalbenefit达成交易绕道，弯路高度，海拔能力成交信号情感利益情感利益附加值竞争优势卖点decisionmaker决策者option选择供应的附件prospectreliability可能成为主顾的人可靠性（产品）VOCABULARY:4.1Theartofsellingcloseth54.1

Theartofsellinglinepresenterhard-sellconstraintpushyanecdotepoint-of-salenichepaymenttermsdeodorant行业，行当主持人强行推销限制，制约粗鲁的，莽撞的轶事，奇闻除臭剂销售网点专门市场支付方式word-of-mouth口头传播viralmarketing病毒式营销advertiservehicleadvertising广告客户车辆广告VOCABULARY:4.1Theartofsellinglinepres64.1

TheartofsellingubiquityPVRpop-upadsbanneradsupsurgefragmentreceptiveaudiencerewindmediacompanybroadband普遍存在个人视频录像机自动弹出广告横幅广告增长，高涨使分裂宽带受众倒带传媒公司premium过高价值catch-on包罗万象的creatingabuzzholistic造势全盘的）VOCABULARY:4.1Theartofsellingubiquity71.quotations-understandingPersonality

Cheerfuldisposition性格Mentalingredient:

imagination,creation,initiatives,presenceofmind…PatienceandperseveranceCourtesyCompleteknowledgeabouttheproducts,companyandthecustomers2.successfulsales:price,productfeature,oremotionalbenefit4.1

TheartofsellingLead-in：ForsaleVOCABULARY:1.quotations-understanding4.184.1

TheartofsellingSelling:qualitiesOptimisticNeverputoffbyfailuresManipulatethebuyer’sfeelingsmotivatedVOCABULARY:4.1TheartofsellingSelling:94.1

TheartofsellingVOCABULARY:EX.4Howtoclosethesale?4.1TheartofsellingVOCABULA104.1

TheartofsellingLISTENING:salestechniquesEx.5themainreasonsforacustomerdecidingnottobuyaproductorservice:noneed,nomoney,nohurry,nodesire,notrust.ZigZiglar'sclosingthesale:Everysalehasfivebasicobstacles:4.1TheartofsellingLISTENIN11

4.1

TheartofsellingLISTENING:salestechniques4.1TheartofsellingLISTEN124.1

TheartofsellingLISTENING:salestechniques4.1TheartofsellingLISTENIN134.1

TheartofsellingREADING:Advertisingtrend4.1TheartofsellingREADING:144.1

TheartofsellingREADING:Advertisingtrend4.1TheartofsellingREADING:154.1

TheartofsellingREADING:AdvertisingtrendReadingTasks1.Gothroughthearticle,figureoutthemainidea.(5m)2.Canyoufindwordsinthispassagethatmean‘up’and‘down’?(3m)4.1TheartofsellingREADING:164.1

TheartofsellingREADING:AdvertisingtrendSuggestionAdvertisersaremovingawayfromtelevisiontomoreofamediamix.ThisisbecauseyoungpeoplearewatchinglesstelevisionandspendingmoretimeontheInternet.4.1TheartofsellingREADING:17READING:Advertisingtrend4.1

TheartofsellingUpincrease rise upsurge goupaccelerate soarboom pickupincreasinglymorewidespreadmorepopularDowndecrease collapsedeclinefallreducecutgodowndroplowerREADING:Advertisingtrend4.1184.1

TheartofsellingREADING:Advertisingtrendfragmenttelevisionviewingintoacrosshundredsofchannelsthegrowingubiquityofbroadbandaccessbeerodedbysth.agrowingcon’sensusbepronouncedpersonalvideorecordertechnology把收视量分散在几百个频道逐渐变得无所不在的宽带连接被....挤占

逐渐达成的共识明显个人录影技术haveamaterialeffectonsth.对....有实质性的影响4.1TheartofsellingREADING:194.1

TheartofsellingREADING:Advertisingtrendmakeone‘spresencefelt

使人感觉到…的存在tapintoconsumerseventtelevisionondemandviewingpause，rewind，fastfowardcomeofage发掘客户大型活动的电视转播视频点播暂停,

倒带，快进成熟4.1TheartofsellingREADING:204.1

TheartofsellingSpeaking:InthefieldA-AandB-BpairsbeforeA-Bpairs1.lower/reducetheprice2.reduce/decreasethedeliverytime3.markuptheprice/cuttheretailprice4.moveawayfromthecurrentsupplier5.provideonewithmore/incresetheamountofpromotionalmaterial4.1TheartofsellingSpeaking214.1

TheartofsellingWriting:AsalesreportIntroductions:theaimofthisreportisto…/thisreportdescribes…Reasons:thisisdueto…/Thereasonsforthisareasfollows…Prospects:lookingtothefuture,…Recommendation:consequently,Iwouldliketopropose…4.1TheartofsellingWriting:224.1

TheartofsellingWriting:Asalesreport4.1TheartofsellingWriting:234.1

TheartofsellingWriting:Asalesreport4.1TheartofsellingWriting:244.2

presentingfiguresVocabulary:DescribingperformanceTimephrasesVerbsNounsPrepositionsQualifiersCauseandresult4.2presentingfiguresVocabula25Writing:DescribingGraphs(1)topeak/reach(2)toleveloffahigh(peak)of4.2

presentingfiguresWriting:DescribingGraphs26Writing:DescribingGraphs4.2

presentingfigures(3)torise/climb/pickup/ageneralupwardtrend(4)tofall/drop/collapse/plummet/bottomout

Writing:DescribingGraphs4.227Writing:DescribingGraphs4.2

presentingfigures(5)toshootup/takeoff/soar/rocket(6)torecover/improvearecovery/improvementWriting:DescribingGraphs4.228Writing:DescribingGraphs4.2

presentingfigures(7)tofluctuateWriting:DescribingGraphs4.229DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements30DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements31DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements32DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements33DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements34DescribingTrendsorMovementsinGraphs

4.2

presentingfiguresDescribingTrendsorMovements35DescribingTrendsorMovementsinGraphs

4.2

presentingfigures上升和下降趋势的组合描述（嵌入了时间和程度之后）：1.先上升后下降的句型：......increasedslowlyduring……and……butfellsharplyin…….Asteadyfallin……during……and……followedthesharpincreasein…….2.先下降后上升的句型：……fellbefore……begantomakearecovery…………continuetherecovery,climbingto…………droppedduring……butincreasedagainin…………fellandthenpickupduring…………collapsedbeforerisingto……attheendof……DescribingTrendsorMovements364.2

presentingfiguresListening:ASalesForecast1.Averagegrowthinsalesoverthelasttwoyearsandtherelativelystablestateofmarket2.Thelaunchofthenewslow-releaseversionofthedrug3.Bayerhavingdistributionproblems4.Justaseasonalfactor5.Thelaunchcampaignofthenewversionofthedrug4.2presentingfiguresListenin374.2

presentingfiguresSpeaking:PresentingfiguresPresentationstructure:GreetingIntroduction/overviewMainbodyofpresentation(referringtoanychart,graphsetc)ConcludingcommentsInvitequestionsThankaudience4.2presentingfiguresSpeaking384.2

presentingfiguresSpeaking:PresentingfiguresHello,everyone.Thankyouforcoming.I’dliketopresenttoyoutodaytheresultsforsalesofforeignlanguagephrasebooksoverthepastyear.I’vepreparedagraphwhichshowsthedevelopment.

Asyoucanseesalesroserapidlyoverthefirstsixmonthsleadinguptothesummerholidayperiodreachingapeakofnearly$30millioninJuly.BySeptembertheyhadfallenbacktoaround$12million,buttheypickedupagaininNovember.

Whatwasthereasonforthisriselateintheyear?ItwasinfactbecauseweareduetolaunchourneweditionsinJanuaryandwewantedtoclearouttheoldstock.Asaresult,weputonsale(upto50%discount)atallthemajorbookshops.Ihopethathasgivenyouaclearpictureofsalesovertheyear.Now,ifthereareanyquestions,Iwouldbehappytoanswerthem.4.2presentingfiguresSpeaking39

4.3Writingtest

ExamspotlightExamfocus:writingtestpartoneCandidateswritea120-140wordreport

describingtrends.Thetasktestsconcisewritingskills.Candidatesareexpectedtodescribe,compareandcontrastinformationpresentedvisually,intheformofgraphs,barchartsandpiecharts.Candidatesshoulduseappropriatelanguageoftrendsandmustbeconciseinordertoavoidexceedingthestrictwordlimit.4.3WritingtestExamspo40

4.3Writingtest

ExamspotlightHowtodescribegraphsLanguageContent4.3WritingtestExamspo41

4.3Writingtest

ExamspotlightContent:whattowriteGiveanoveralldescriptionoftheimportantpointsratherthanadetaileddescriptionofindividualpointsComparisonandcontrast(twoways)A–BA/B,A/B

AnalyzethegraphsTheimportantsectionsNotethetrend,thepeak,thelowestpoint,theend/startingpointThecrossingpoints4.3WritingtestExamspo42

4.3Writingtest

ExamspotlightLanguage:concisenessSentencelengthWordinessReferencewords（指示词）RedundancyRepetitionEllipsis(省略)4.3WritingtestExamspo43

4.3Writingtest

Examspotlightstructure1.ThefirstparagraphisanIntroduction(sayingwhatthegraphrepresentsandwhatperioditrelatesto)Thisgraphshows…2.ThesecondparagraphdescribesthedevelopmentandtrendsIfwelookfirstat…,wecansee…followsasimilartrend…Thedevelopmentsarenotdescribedinyear-by-yearormonth-by-monthdetail,butinmoregeneralterms3.Thethirdofferssomegeneralconclusionsthatcanbedrawnfromtheinformationpresented.The(dramatic)consequenceofthesetwodevelopments….4.3WritingtestExamspo44

4.3Writingtest

ExamspotlightDescribingGraphs4.3WritingtestExamspo45Thegraphshowsthesharepriceoftwocompaniesfrom1996to2000.

Thegraphshowsthesharepric46Inthestartof1996,sh