贸易营销培训教程

贸易营销培训教程Chapter3TradeMarketing​Warm-updiscussion:Wheredoyouusuallybuygoods?Why?Wherecanyoubuy?Whatismarketing?Marketingisoftensimplyviewedasadvertisingandselling.Marketingismuchmorethanthisandincludesconductingmarketresearch,marketsegmentation,branding,pricing,promotion,distributing,sellingtheproductandcustomerservices

.​Howtosellyourproducts?1.Marketresearch2.Advertising3.Promotionalevents4.Attendingtradeshows5.Customerservice​1.MarketresearchWhatinformationtogatherandhowtogather?​Howtoanalyzeinformation?Exlesofquestionsthatmayneedtobeanswered:Whatarethemajorvariablesaffectingmysalesandhowimportantiseachone?Whatarethebestvariablesforsegmentingmymarket,andhowmanysegmentsexist?Whatarethebestpredictorsofwhichconsumersarelikelytobuymybrandversusmycompetitor’sbrand?IfIraisedmyprice10%andincreasedmyadvertisingexpenditures20%,whatwouldhappentosales?​Sentencepatterns1.Ithinkourmainstrengthiswithyoungconsumers.2.Iwentoverthesalesfiguresinthemarketresearchreport.3.OurEuropeanmarkethasthehighestcurrentdemand,butSouthAmericahasgreatpotentialforgrowth.4.Whenourproductwasmarkedupatahigherintroductoryprice,oursalesafterproductlauncwerelowerthanlow.5.Isspeedofdeliveryafactorwhenyouchooseafastfoodplace?6.LikeIsaid,printmediawon’treallyshowoffourbestdigitalfeatures.7.Oneoftheobjectsofmarketresearchistofindoutwhetherthere’samarketfortheproductandwhetherwecanselltheproductinthemarket.8.Ifwedecidetohavesometestmarketing,someoftheseniorsalesmenarebroughtin.​phrasesSalesfiguresmarketresearchreportPotentialforgrowthintroductorypriceSpeedofdeliveryprintmediaTestmarketingseniorsalesmanConsumerbuyinghabitproductlaunchCustomerbasebrandloyaltyCompetitivemarket​A:Iwentoverthe_1_inthemarketresearchreport.Ifyoucompareitwithoursurveyof_3_,there’sonlyoneconclusion…B:What’sthat?A:Itseemsthismarketis_4_.Whenourproductwasmarkedupatahigher_5_,oursalesafterproductlaunchwerelowerthanlow.Ata_6_introductoryprice,welandedmoresales.B:So,weshouldstartlow?A:Ithinkthatwouldbeagoodidea.Priceisanimportant_7_inourmarket,sowecanuseittobuildour_8_.Ifourcustomersgethookedonthe_9_,they’llbuyandbecomemore_10_.Lateron,whenwehita_11_andafterour_12_issoldonourproducts,wecan_13_.B:Thatsoundslikeareallyclever_14_.A:Thisisavery_15_.We’vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop.B:Ithinkourmainstrengthiswithyoungconsumers.A:That’s_16_.Theyoungconsumer’sfasttocommit,butfickletostaywithabrand.Soourchallengeis_17_.​RolereadA:Iwentoverthesalesfiguresinthemarketresearchreport.Ifyoucompareitwithoursurveyofconsumerbuyinghabits,there’sonlyoneconclusion…B:What’sthat?A:Itseemsthismarketissensitivetoprice.Whenourproductwasmarkedupatahigherintroductoryprice,oursalesafterproductlaunchwerelowerthanlow.Atadiscountedintroductoryprice,welandedmoresales.B:So,weshouldstartlow?​A:Ithinkthatwouldbeagoodidea.Priceisanimportantvariableinourmarket,sowecanuseittobuildourcustomerbase.Ifourcustomersgethookedonthelowintroductoryprice,they’llbuyandbecomemoreloyaltoourbrand.Lateron,whenwehitapeakinsalesandafterourcustomerbaseissoldonourproducts,wecanbringthepriceup.B:Thatsoundslikeareallyclevermarketingstrategy.A:Thisisaverycompetitivemarket.We’vegottocomeupwithafewcleverstrategiesinordertokeepourplaceontop.B:Ithinkourmainstrengthiswithyoungconsumers.A:That’satwhomwe’retargeting.Theyoungconsumer’sfasttocommit,butfickletostaywithabrand.Soourchallengeiscustomerloyalty.​A:Iknowwemustpayattentiontomarketresearch.But_______?(怎样进行市场调研)B:Oneoftheobjectivesofmarketresearchistofindout______(产品是否有市场)and_____.(在这个市场上我们能否出售这种产品)A:Isee.______?(那么谁做这种工作呢)B:Intheearlystages,______.(只有区域经理参与)A:Whatifwedecidetohavesometestmarketing?B:Then_______.(一些高级销售人员也参加)A:Ifsalesmenarebroughtin,Ithink______.(他们需要接受一些培训),suchasproducttraining.B:_______?(产品培训指的是什么)A:Youknow,asasalesman,hemustfullyunderstandvariousapplications,_______，(设计特点、独特优点、使用操作)andeverythingoftheproductsweproduce.​TranslationA:打扰了，我在为一家快餐店做市场调查。如果您不介意，我想问您几个问题。B:行，问吧。A:你最喜欢哪家快餐店？B:我喜欢KFC。我觉得在那里花钱很值。A:您喜欢哪种饮料，可口可乐还是百事？B:我喜欢百事可乐。A:这种偏爱是不是您选择餐馆的决定因素？B:不是。我想决定因素是食品提供速度。​Discussion1:Whatmeansofadvertisingdoyouknow?2.Advertisement​Sentencepatterns1.Therepetitionofcommercialswillhelpmakeourproductswell-knownandbuildstrongbrandpositions.2.I’veheardtheyliveonthe15%discountontheadvertisingwepurchase.3.I’mespeciallyinterestedintheroleofimage,publicrelationsandadvertisingintheproductionpromotion.4.Somanypsychologicalfactorsshouldbeconsideredinadvertising.5.Atthemoment,we’reworkingonsomenewpromotionliteraturewhichwillbeusedintheshops.6.Now,let’scomebacktothedesigndepartment.Whattechniquesdoyouusuallyuseinadvertising?​PhrasesTVcommercialsbrandpositionPromotionliteratureadvertisingagencyMerchandisingnationallaunchAdvertisingcaignpressconferencePreliminarymarkettestphletFlyersleaflets​Discussion2:Whatdoyouseeasthemosteffectivemeansofadvertising?​J:Whatdoyouseeasthemosteffectivemeansofadvertising?TV,radioorprint?S:Thatalldependsonwhatyoumeanby“effective”.Doyoumeanreachthewidestaudience,orcosttheleast,orwhat?J:Imeanwhatgivesusthemostbangforthebuck.ObviouslyTVwillshowourcapabilitiesthebest,butitisalsoexpensive.I’mconcernedthatifweuseprintmediatheycan’treallyseethequality.Whatdoyouthink?S:Well,firstlet’sbothagreetoignoreradio.Paulthinksweshoulduseradio,asthereisalargelisteningaudience.ButIsaythatinordertoseethequalityofourproduct,youreallyhavetoseeit.Doyouagree?J:Agreed.Sowheredowegofromhere,TV？S:Actually,IthinkTVisgood,buttooexpensive.Toomuchofourbudgetwouldbedrainedandnotallthatmuchsalesrevenuewouldbegenerated.J:Sodoyouhaveabetteroption?LikeIsaid,printmediawon’treallyshowoffourbestdigitalfeatures.S:That’swhereIdisagree.Ithinkwecouldreduceourprintmediafocustomagazinesonly.Thecostwouldbelowerbutourfeaturescouldstillbeseen.J:Howmanymales35to40yearsoldcouldweexpecttoreach?S:Surprisingly,ourmarketingsurveysshowabout53million.​Intheworldofadvertising,there’remany__1_tobringaconsumerin.Infact,therearedozens.However,todayI’llbesharingwithyoujustafew---adsusingweaselwords,adswhichare_2__andendorsementadsand_3__ads.Differentanduniqueadsarethosethatgrabtheconsumer’sattentionbybeing,well,unique.Theseadscancontain_4_pictures,boldtextsandcastingcharactersplussomuchmore.(Unfortunately,thisadhasnosound,butIcantellyouwhatishappening.Insomeotherlanguage,thischildisthrowingatempertantrumwhenhisfatherwon’tbuyhimcandies.Canyouguesswhatthisisadvertising.)Weaselwordisatermthatweuseasamodifierthatmakesthefollowingadnearly_5_.Weaselwordssound_6_atfirst,butuponcloserexamination,turnouttobeempty.Themostcommonweaselwordsincludehelps,virtual,like,acts,works,canbe,upto,asmuchas,refreshes,comforts,fights,thefeelof,thelookof,tastes,fortified,enrichedand_7_.Theendorsementortestimonialtechniqueusesa_8_inanadtolendhisorherstellarqualitiestotheproduct.Sometimesthatpeopleactuallyclaimtousetheproduct,butsometimestheydon’t.Some_9_survivebyproviding“names”forthesetestimonials.Doctorsarealsousedinthistechnique.(Thisad,liketheonebeforeit,unfortunatelyhasnosound.HerewehavethedazzlingNicoleKidmanadvertisingChanelperfume,FormulaNo.5.)Andfinally,wehavescientificorstatisticaladvertising,whichisatypeofadvertisingthatreferstosomesortof_10_orexperimentstovery_11_,ortoanimpressive-soundingmysteryingredient.(ExlesofthisarethingslikeGerm-Xwhichclaimstoeliminate99%ofgerms.)​CompletetheconversationA:Look,wehaveto________.(最迟在15号前敲定这些细节问题)B:Youneverleaveusenoughtime._____(至少需要2周)togetthestoryboardwrittenup,andthenplantheshots,hireactors,anddosomerehearsals.______.(你的时间表给我们的时间不够)A:It’snotourschedule!————.（最后期限是上面定的）B:YoumeanCEO?A:_____?(除了他还能有谁)​TranslatetheconversationA:就我所知，你的产品仅做了报纸广告，这远远不够。B:你的建议是什么？A:我认为你应该做电视广告。B:我承认电视广告会给观众留下深刻的印象，但是电视广告太贵了。A:但是电视广告的反复播放会扩大我们产品的知名度，并能强化我们的品牌地位。B:可是我们当前的预算很紧张。A:不是现在做，但我觉得你应该开始考虑了。B:你说的有道理。我会和销售部门讨论一下。​3.PromotionWarm-updiscussion:Whatispromotion?Promotion(alsoreferredtoasmarketingcommunications)involvesthecommunicationofinformationbetweenmarketersandpotentialbuyers,and/orothersinthechannelorwidercommunity,inordertoinfluenceattitudesandbehaviours.​ClassificationofIMCMedia,ToolsandTechnology​Sentencepatterns1.Also,youforget,they’reprofessionals.Theyruneventslikeourproductlaunch.2.We’regoingthroughaneventmanagementcompany,sotheyshouldmanagemostofthedetails.3.Ithinkweshouldlaunchanewadvertising&promotioncaignatthebeginningofnextyear.4.Withthislineoftennisrackets,youhavestiffcompetitionagainstyou.5.Thesearetheeventsourcustomers&potentialcustomerscareabout.6.Whatkindofpromotionaleventsarescheduledforthenewproductline?7.Letmetakeyourslesbacktomyboss.We’llthinkitover&contactyoulater.8.Wouldyoubeinterestedintalkingwithhimaboutourideasforupcomingmodels?​PhrasesPromotionaleventsproductlineEventmanagementcompanyRuneventsmarketshareStiffcompetitionenvironmental-friendlyLatestmodel/designuser-friendlyWidevarietiestochoosefromAvailableinvariousmodels&sizes​A:The_1_isonTuesday,andclearyour_2_overthenextfewdaysbecausewe’regoingtobe_3__inordertogeteverythingreadyintime.B:Oh,it’snotasbadasallthat…Almosteverythingisalreadyset.We’regoingthroughan_4_company,sotheyshouldmanagemostofthedetails.Probablythebiggestthingonourplateistogooverthe_5_withtheironsitemanagerstomakesureitallgoesasplanned.A:Ihateto_6_…Whatiftheirpeopledroptheball?Weshouldbepreparedwitha_7_planjustincase…B:OpeningdayisTuesday.We’vebeenworkingwiththiscompanytoseteverythingupsincelastspring.They’reveryclearonallofthe_8_.Also,youforget,they’re_9_…theyruneventslikeour_10_foraliving.I’dsaywe’venothingtoworryabout.​A:TheproductlaunchisonTuesday,andclearyourcalendarsoverthenextfewdaysbecausewe’regoingtobeburningthemidnightoilinordertogeteverythingreadyintime.B:Oh,it’snotasbadasallthat…Almosteverythingisalreadyset.We’regoingthroughaneventmanagementcompany,sotheyshouldmanagemostofthedetails.Probablythebiggestthingonourplateistogoovertheeventrundownwiththeironsitemanagerstomakesureitallgoesasplanned.A:Ihatetoputalloureggsinonebasket…Whatiftheirpeopledroptheball?Weshouldbepreparedwithaback-upplanjustincase…B:OpeningdayisTuesday.We’vebeenworkingwiththiscompanytoseteverythingupsincelastspring.They’reveryclearonallofthedetailsfortheevent.Also,youforget,they’reprofessionals…theyruneventslikeourproductlaunchforaliving.I’dsaywe’venothingtoworryabout.​A:_______(安排了什么样的促销活动)forthenewproducts?B:Marketinghasussetupwith____(在5个大城市举行产品发布会),aswellassomesponsoringeventsthroughouttheyear.A:______?(你说的是什么样的赞助活动)Idon’tknowhoweffectivesponsorshipreallyis.B:_______.(不是你想的那样)Theseeventswillgiveus____(更多曝光机会)thanmost.Takethetri-citymarathonforstarters._____(这是备受关注的活动)Thetelevisionexposurealonewillnearlydoublethecustomerawareness.A:_______?(还有什么活动)B:We’vegotaspotintheOlympicstadium_____(赞助一个参赛队的装备)A:_________?(这些活动是顾客所关心的吗)B:Yes.Wechoosetheseevents_______.(基于市场调查)​4.AttendingtradeshowsWhatisatradeshow?(2videos)Atradeshowisakindofexhibitionwhichisorganizedinordertoprovidespacetothecompaniesthatwishtodemonstratetheirservicesandnewproducts.Usually,atradeshowisorganizedforaspecificindustryoranumberofindustriesaswell.Sometimes,atradefairisopentothepublicandpeopleareallowedtoseethenewproductsandsometimes,onlythecompanyrepresentativesareallowedtoenterthetradefair.Apartfromthemembersoftradeandpublic,membersofpressarealsoinvitedtothetradefairssoastocovertheevent.Aconsiderableamountofcapitalisrequiredtosuccessfullyrunatradefair.Atradeshowisusuallyrunforfewdaysbutalargenumberofpeoplearerequiredforthesmoothrunningasalotofservicesarerequiredforexhibitors.Themoneychargedfromparticipatingcompaniesisusedforprovidingseveralfacilitieslikeaccommodation,telecommunication,spaceforsettingupthebooth,designing&constructingtradeshowdisplays,internetservicesandmanuals.​Boothbooking&showpreparationPhrases:1.Excuseme,butwhenisthedeadlineforregistration?2.Lotsoftraffic.Astealat$2000dollars.3.Whenwillthebiggestcrowdbeattheshow?4.We’dliketoregisterforthetradefair.5.Pleasesendyourregistrationform&moneytousbyexpress.6.Ireallyneedtosetupbeforetheexhibition!7.Generally,organizersprovidebasicshellsormodules&thentheexhibitorscompletethemseves.8.Ok,&askthemtosendussomemorebrochures&otherforms.9.Wespentalotofmoneyonthatstand&we’llsendthebrochuresimmediately.10.IworkintheR&DDepartmentofacompanybasedinLosAngeles.Wespecializeindesigningprinters.​PhrasesTradeshow/fair/exhibition/expoDeadlineforregistrationregisterforRegistrationformcommissionsEntrancefeedistributiona5′by6′boothReserve/bookaspace/spot/boothstandSendbyexpress/mail/remittanceExhibit,exhibition,exhibitorsInternethookupshellsormodulesBrochures,phlets&orderforms​BoothbookingA:Hello.I’mcallingbecauseIsawanadinAsianWallStreetJournalaboutourtradeshow.B:Yes.It’sinWashingtononMay27thand28th.Itcosts$1000fora5’by6’booth.A:Excuseme,butwhenisthedeadlineforregistration?B:Thedeadlineistomorrow.However,wecanmakeexceptionsforoverseascompanies.A:Well,I’mveryinterested.WheredoIsendtheregistrationformandthemoney?B:Totheaddressthatappearsonthebottomoftheform.Pleasesenditassoonaspossibletoreserveaspace.​(smalldialogs)1.A:Hello!IsthatInternationalTradeFairCenter?B:Yes.________?2.A:ThisisJingKaiTradeCo._______.(我们想参加本次展会）B:Sure.________?(你想预定什么位置)3.A:________?(你能给我一些关于展会的信息吗)B:Yes.It’sinWashingtononMay,27thand28th._______.（5英尺宽6英尺长的展位要1000美元）4.A:_________?(展会报名最后期限是什么时候)B:It’stomorrow.5.A:_________?(我该把报名表和钱寄到哪)B:Totheaddressonthebottomoftheform.______.(欲订展位，请快寄来)6.A:________?(展厅有信用卡刷卡机和网络连线吗)B:Yes.________.(但你得额外交50美元)7.A:________?(你看这个摊位地点怎么样)B:Quitegood.________.(人流很多，也很便宜)8.A:————？（为什么我们的货物还没摆到展位上）B:Theyarrivedlateyesterday.Butdon’tworry,______.(我们会在展览开始前把展位布置好的setup)​TranslateA:你好！是国际贸易展览中心吗？B:是的，有什么事吗？A:我是京凯贸易公司。我们想参加本次展会，我可以订个右角的展位吗？B:可以，那个位置不错。A:展览会什么时候人最多？B:我认为是周末.A:能向我说一下价格吗？B:右角，每平米200美元。A:面积多大？B:20平米。你想订一个吗？A:是的。B:请把登记表和钱快递过来。A:我可以订位、银行汇款吗？B:可以。请记住我们的银行开户号847521589，开户行是中国银行广州分行。A:谢谢。​ShowPreparation1.A:_______?(通知重要来宾了吗notify)B:Yes.______.(一切都已准备就绪)2.A:_______?(有没有准备包括交易会介绍和日程安排的用户指南)B:Yes,Ihave.______.（我还准备了一份交易会备忘录fairmemo）3.A:______?(摊位是参展单位自己建还是组织者建)B:————（组织者提供基本摊位外壳或预制单元）,andthentheexhibitorscompletethemselves.4.A:________?(我们怎么能自己亲手建呢)Wedon’tspecializeinthat.B:No,wedon’t._______.(我们雇用一家专业公司作为摊位建造承包商)5.A:________?(我们还有什么没考虑到呢)B:Manythingshavetobetakenintoconsideration,like__________.(参展产品范围、提供的服务设施、值班人数等)6.A:Ourexhibitionstandistinyandattheback,_______.(不是我们预订的靠近入口的那个)B:_______?(你没和展会经理谈吗)Theremusthavebeenamistake.7.A:Can’tyoufindagoodagenttheretoactforus?________.(我们需要代理为我们做宣传之类的活动)B:Ok._____.(我会尽力)8.A:Thisisterrible.______.(我们还需要一些宣传册和订单)B:Don’tworry.______.(我给总部打汇报一下)​5.CustomerserviceWhatiscustomerservice?Customerserviceistheserviceorcarethataconsumerreceivesbefore,duringandafterapurchase.Excellentcustomerserviceisvitaltobusinessestoday.Howdoyouprovidegreatcustomerservice?Greettheminafriendlymanner,whetherthatbeviatelephone,emailorinperson.Letthemknowyouaretheretohelpandthatyouwilltakecareofthem,notonlybeforethesalebutafteraswell.​Sentencepatterns1.I’mleavingthecountrytomorrow.I’dreallypreferarefund.2.We’rereadyatyourservice.3.Bytheway,yourwarrantyisgood,soitprovidesyouwithfreeservice&parts.4.ButmayIhaveawordwiththepersoninchargeoftheservicecenter?5.I’llsendseveraltechnicianstoyourfactory.6.I’mafraidit’snotourpolicytoreplacecomputersbecauseofglitches.7.Allourshoesareguaranteedforoneyear.8.ThistypeofTVsethasa3-yearguaranteefreeofcharge.​PhrasesRefundatyourserviceWarrantypartsTechnicianglitchFaultybatchcreditnoteComplaintreceiptRepairreturnreplacemaintenanceChargerepairfeepreferential​A:Excuseme,IboughtthisDVDherethreedaysago.It’sscratchedanddoesn’t_1_.B:I’msorryaboutthat,madam.I’ll_2_.A:Thethingis,I’ve_3_already.Ithinkit’sjustafaultybatch.B:Isee.MaybeIcanofferyoua_4_.A:Well,tobehonest,that’snotmuchusetome.I’mleavingthecountrytomorrow.I’dreallyprefera_5_.B:Okay.I’llseewhatIcando.​RolereadA:Excuseme,IboughtthisDVDherethreedaysago.It’sscratchedanddoesn’tplayproperly.B:I’msorryaboutthat,madam.I’llgetyouanotherone.A:Thethingis,I’vereplacedittwicealready.Ithinkit’sjustafaultybatch.B:Isee.MaybeIcanofferyouacreditnote.A:Well,tobehonest,that’snotmuchusetome.I’mleavingthecountrytomorrow.I’dreallypreferarefund.B:Okay.I’llseewhatIcando.​Completethedialogs1.A:Excuseme,sir._______?(我可以和维修中心的负责人谈谈吗)B:Iamtheverypersonyou’reafter._____?2.A:Webought500setsofequipmentsfromyoursalesdepartment,butthey’renotperformingwellrecently._____.(我想问你们是否能把它们修好)B:Ofcourse._______.(我将派几名技术人员去贵公司解决问题)3.A:_______?(你是说我弄坏的吗)Ididn’teventouchit.B:Iunderstandyou’reupset,sir._______.(我只是想弄明白哪里出了问题)4.A:Asthecomputerbreaksdownfrequently,_______.(我想要换货)B:I’mafraid__________.(按我们的规定不能因为一些故障给您换货)5.A:________?(修理费用是多少)B:Asyourmachinesarebeyondtheperiodofguarantee,_____.(费用得由你方支付，但可