跨境电子商务英语 课件 重大Lesson 15 International Marketing

Lesson14

2023/11/30跨境电子商务英语InternationalMarketingSpeaking04Lead-in01Writing03Reading02Contents2023/11/30跨境电子商务英语Lead-inPart12023/11/30跨境电子商务英语CommonmarketingtypesQuestion:Whatkindofmarketingmethodsdoyouknow?ReadingPart22023/11/30跨境电子商务英语1.WhatmakesToyotathestrongestplayerintheautomotiveindustry?2.Whatismarketingabout?3.Whatisinternationalmarketing?4.Whatarethedifferencesbetweeninternationalmarketinganddomesticmarketing?5.WhatchallengesdotheMNCsfacewheninternationalmarketing?ReadingComprehensionReadthetextandanswerthefollowingquestions.2023/11/30跨境电子商务英语1.WhatmakesToyotathestrongestplayerintheautomotiveindustry?

Toyotainvestsbillionsofdollarseveryyearintomarketresearchandmarketdevelopmenttomakesuretheymeettheneedsandwantsofitscustomers,ineachspecificcountrythattheyselltheirvehiclesin.Readthetextandanswerthefollowingquestions.2023/11/30跨境电子商务英语ReadingComprehension2.Whatismarketingabout?allmarketingisabouttheformulationandimplementationofthebasicpoliciesknownasthe4P’s:Product,Price,Place,andPromotionReadthetextandanswerthefollowingquestions.2023/11/30跨境电子商务英语ReadingComprehension3.Whatisinternationalmarketing?internationalmarketingmeansidentifyingneedsandwantsofcustomersindifferentmarketsandcultures,providingproducts,services,technologies,andideastogivethefirmacompetitivemarketingadvantage,communicatinginformationabouttheseproductsandservicesanddistributingandexchangingtheminternationallythroughoneoracombinationofforeignmarketentrymodes”Readthetextandanswerthefollowingquestions.2023/11/30跨境电子商务英语ReadingComprehension4.

Whatarethedifferencesbetweeninternationalmarketinganddomesticmarketing?2023/11/30跨境电子商务英语ReadingComprehensionReadthetextandanswerthefollowingquestions.theuncontrollablefactorssuchasculture,social,legal,andeconomicfactors,alongwiththepoliticalandcompetitiveenvironment,allcreatetheneedforamyriadofadjustmentsinthemarketingmanagementprocess5.

WhatchallengesdotheMNCsfacewheninternationalmarketing?2023/11/30跨境电子商务英语ReadingComprehensionReadthetextandanswerthefollowingquestions.PublicRelations,Ethics,OrganizationalStructure,Leadership（1）millenniumn.thetimewhenoneperiodof1000yearsendsandanotherbegins千周年纪念日；千禧年（2）deceptiveadj.likelytomakeyoubelievesth.thatisnottrue欺骗性的；误导的；骗人的（3）starkadj.unpleasant;real,andimpossibletoavoid严酷的；赤裸裸的；真实而无法回避的e.g.Theysendasimpleandstarkmessage:Thestatusquoisunsustainable.它传递了一个简单而严酷的讯息：目前的状况是无法持续的。Words2023/11/30跨境电子商务英语Words&Expressions（4）arrayn.大堆；大群；大量agrouporcollectionofthingsorpeople,oftenonethatislargeorimpressivee.g.That'salltrue,andweneedanarrayofotherantipovertymeasuresaswell,especiallyearlychildhoodprograms.这些当然都没错，我们也需要大量其它的反贫困措施，特别是幼儿教育规划。（5）myriadn.anextremelylargenumberofsth无数；大量e.g.Thereareamyriadofresourcesavailabletohelpapersonwhowantstogaintreatmentforamentalhealthconcern.有大量的资源可帮助有需要的人进行心理健康治疗。Words&ExpressionsWords2023/11/30跨境电子商务英语（6）momentumn.theabilitytokeepincreasingordeveloping推进力；动力；势头e.g.Mr.Greenspan

said

he

thought

the

economy

wasgaining

momentum,

withthe

strongest

signals

of

growth

coming

since

the

middle

of

lastmonth.格林斯潘说，他认为经济增长的势头正在加大，增长的信号自上个月中旬以来达到最强。（7）hurdlen.aproblemordifficultythatmustbesolvedordealtwithbeforeyoucanachievesth难关；障碍

Words&ExpressionsWords2023/11/30跨境电子商务英语（8）inherentadj.~(insb/sth)thatisabasicorpermanentpartofsb/sthandthatcannotberemoved固有的；内在的e.g.Theoldissuesofpower,stratificationandterritorialityseemtobeinherentinthespeciesHomoSapiens.追求权力、社会分成阶层以及捍卫自己的领地这样的老问题其实是人类社会固有的问题。Words&ExpressionsWords2023/11/30跨境电子商务英语2023/11/30跨境电子商务英语Words&ExpressionsExpressions1.intheUnitedStatesroadstendtobewide;highwayscanaccommodateabroadarrayofvehicleswithahighnumberoflanes,andpeopledemandamixofcarsbasedontheirneedsTranslation:在美国，道路往往很宽;高速公路可以容纳大量的车辆和大量的车道，人们需要根据自己的需要混合使用汽车。2023/11/30跨境电子商务英语Words&ExpressionsExpressions2.Nowthattheworldhasenteredthenextmillennium,weareseeingtheemergenceofaninterdependentglobaleconomythatischaracterizedbyfastercommunication,transportation,andfinancialflows,allofwhicharecreatingnewmarketingopportunitiesandchallenges.分析：that后面引导的定语从句修饰前面的全球经济，allofwhich后面是一个非限制性定语从句，修饰前面整句话。Translation:现在，世界已经进入下一个千禧年，我们正看到一个相互依存的全球经济的出现，其特点是更快的通信、运输和资金流动，所有这些都在创造新的营销机会和挑战。2023/11/30跨境电子商务英语Words&ExpressionsExpressions3.Giventhesecircumstances,itcouldbearguedthatcompaniesfaceadeceptivelystraightforwardandstarkchoice:theymusteitherrespondtothechallengesposedbythisnewenvironmentorrecognizeandacceptthelong-termconsequencesoffailingtodoso.deceptivelyadv.迷惑地，骗人地；虚伪地starkadj.choicesorstatementsareharshandunpleasant.严酷的分析：given鉴于。either....or...是本句中的一个基本句型。Translation:鉴于这些情况，可以说企业面临着一个看似直接而严峻的选择:它们要么必须应对新环境带来的挑战，要么承认并接受不这样做的长期后果。2023/11/30跨境电子商务英语Words&ExpressionsExpressions4.Thepressuresoftheinternationalenvironmentarenowsogreat,andthebasesofcompetitionwithinmanymarketsarechangingsofundamentally,thattheopportunitiestosurvivewithapurelydomesticstrategyareincreasinglylimitedtosmallandmedium-sizedcompaniesinlocalnichemarkets.分析：本句的基本句型：so.....that....，后面的tosurvive.....是个不定式短语修饰opportunitiesTranslation:国际环境的压力现在是如此之大，许多市场内的竞争基础也在发生根本性的变化，因此纯粹依靠国内战略就能生存下来的机会越来越只局限于当地利基市场的中小型公司。2023/11/30跨境电子商务英语Words&ExpressionsExpressions5.internationalmarketingmeansidentifyingneedsandwantsofcustomersindifferentmarketsandcultures,providingproducts,services,technologies,andideastogivethefirmacompetitivemarketingadvantage,communicatinginformationabouttheseproductsandservicesanddistributingandexchangingtheminternationallythroughoneoracombinationofforeignmarketentrymodes。Translation:国际营销是指识别不同市场和文化背景下的顾客的需求和需求，提供产品、服务、技术和想法，使公司具有具有竞争力的营销优势。交流有关这些产品和服务的信息，并通过一种或几种外国市场进入模式在国际上进行分销和交换2023/11/30跨境电子商务英语Words&ExpressionsExpressions6.Buildingthispublicrelationspotentialinanewgeographicregionisanenormouschallenge,bothineffectivelylocalizingthemessageandinthecapitalexpendituresnecessarytocreatemomentum.Translation:在一个新的地理区域建立这种公共关系潜力是一项巨大的挑战，无论是使信息有效地本地化，还是在创造势头所需的资本支出方面。2023/11/30跨境电子商务英语Words&ExpressionsExpressions7.Nikehaditsbrandimagehugelydamagedthroughutilizing‘sweatshops’andlowwageworkersindevelopingcountries.Translation:耐克利用发展中国家的“血汗工厂”和低工资工人，使其品牌形象遭受了巨大的损害。2023/11/30跨境电子商务英语Words&ExpressionsExpressions8.Findingawaytocapturevaluedespitethisfixedorganizationalinvestmentisanimportantinitiativeforglobalcorporations.Translation:尽管有这种固定的组织投资，但找到一种获取价值的方法是全球企业的一项重要举措。2023/11/30跨境电子商务英语Words&ExpressionsExpressions9.Thefinalfactorworthnotingisattainingeffectiveleaderswiththeappropriateknowledgebasetoapproachagivengeographicmarket.Translation:最后一个值得注意的因素是获得具有适当知识基础的有效领导者，以接近给定的地理市场。WritingPart32023/11/30跨境电子商务英语LogisticsdelayE-mail2023/11/30跨境电子商务英语Delayindeliveryisthefailureofthecarriertodeliverthegoodsattheportofdischargespecifiedinthecontractofcarriagewithinareasonableperiodoftime,orintheabsenceofsuchanagreement.Example2023/11/30跨境电子商务英语Dear{$BuyerName},Thankyouforpurchasingandpromptpayment.However,we’llhavethe{节日名称}from{时间区间}.Duringthattime,alltheshippingservicewillnotbeavailable,whichmaycauseadelayoftheshipmentforsevealdays.Thanksforyourunderstandingandyourpatienceismuchappreciated.Pleaseletusknowifyouhaveanyquestionsorconcerns.Keepintouch.Thanks.Sincerelyyours,{$ShopName}After-salesCustomerServicesVacationExample22023/11/30跨境电子商务英语DearCustomer,Pleasebeinformedthatwehaveresumedworktoday.Asweallknow,supplylinesanddeliveryareimpactedbythepandemic.Furthermore,freightratesareexpectedtoremainhighduetocontinuedstrongdemandcombinedwithsupplyuncertaintyandconcernsabouttheefficiencyoftransportandports.Werecommendthatyouplaceanorderassoonaspossibleandarrangetheshipmentaheadforextra-longshiptimes.Ifyouhaveanyfurtherquestionsorconcerns,pleasecontactusandwewillgetbacktoyouassoonaspossible.AccidentExercises:2023/11/30跨境电子商务英语Training:按下列要求撰写一封信函：

（1）你所售商品因疫情原因导致物流停滞，根据此原因与顾客沟通；SpeakingPart42023/11/30跨境电子商务英语SpeakingOut2023/11/30跨境电子商务英语COVERSATIONAFocuson:AgeneralinquiryaboutOMCCCoverageofthreebasicrisksSpecialadditionalrisksExtrapremiumSpeakingOut2023/11/30跨境电子商务英语COVERSATIONBFocuson:Aparticularinquiryabout

suitablecoverageBreakageRisk&FranchiseSpeakingOutL:Hello,Mrs.Hansen.ItisLeeChenspeaking.I’mcallingtodiscussthelevelofinsurancecoverageyou’verequestedforyourorderof500

000piecesballbearingslide.H:We’dliketocoverourorderedgoodsagainstWPAfor120%oftheinvoicevalueaccordingtoourusualpractice.L:Yes,that’sright.Wehavenoproblemincomplyingwithyour