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1、Unit 4 Establish Sound Profiles for the Company,After completing this lesson, students should be able to know: Identify the structure of a product Promotion; Develop communication skills about product Promotion; (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 Memo,Learning Objectives,Teaching Procedures,Business Profile Viewing and Speaking Case Analysis Reading and Translation Writing,Section 1 Business Profile- Production Promotion (产品推广）,Words and Expression Promot
3、ion mix 营销传播组合 Advertising 广告（总称） Sales Promotion 销售促进 Personal selling 人员推销 Public relations and publicity 公共关系与宣传 Target market 目标市场 Geographic distribution 地理分布 Demographic characteristics 人口特征,Free samples 免费样品 Trade shows 商业展览会 Refund 折让，折扣（购物完毕后提供减价，而不是在零 售店购买的） Rebate 折扣，回扣 Seepstake 抽奖 Poten
4、tial consumer 潜在顾客 Incentive 鼓励，奖励，刺激 Loyalty scheme 顾客忠诚计划， 关顾奖励,Background Reading(相关背景阅读）,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 promotio
5、n mixes and 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 (口试样题）,Interlocutors Questio
6、ns What do you think is the basic objective underlying all promotion? What do you think are the most commonly used advertising media? Do you think advertising cost-effective? ( Why?/ Why not ?) Why do you think companies use sales promotion?,Suggested Answers,What do you think is the basic objective
7、 underlying 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
8、, direct 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
9、 find it 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
10、product.,Section 2 Viewing and speaking,Video Demonstration Which one is better?,good qualities of a sales representative,easygoing,eloquent,sociable,adaptable,Technically proficient,Notes,Give discounts for bulk. Cut the price to from the date of purchase Jamming problem Its real nuisance. On-site
11、service Money-back guarantee iR 2270 can print 22 copies a minute, while iR2010 prints 2 copies less.,Checklist Does she ask about: ( ) size ( ) color ( ) brand ( ) capacity ( ) selling point ( ) price ( ) discount ( ) after-sales service ( ) money-back guarantee ( ) insurance ( ) delivery ( ) warra
12、nty,Canon iR2270 Canon iR2010,Price $2,330 _ Warranty _ Capacity _ _ Price for after-sales service _ Money-back guarantee seven days Delivery time _ _,2,200,Three years,22,20,Free for three years,$150 /yr after three years,Within three weeks,Within 24hours,General process of product presentation a p
13、resentation on a videophone,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) Concl
14、uding ( Thank you for your time and attention),ViaTV Desktop Videophone Appearance: User-friendliness: Special features: Methods of promotion:,Small and elegant,Easy to set up: all you need is a touch-tone phone; as easy to use as making,a normal telephone call,Full-color motion video; adjustable pi
15、cture setting; good audio quality;,Preview mode; privacy mode,on 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, elega
16、nt and ideal for the office or 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
17、 has full-color Motion video which 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 ideal Image even for viewing designs for documents. Third, its audio
18、 quality is Exactly the same as 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 ! And finally, the privacy Mode is an important feature. You can use it to block the Image but keep the voic
19、e connection. Now, of course, just 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,管理人员和机构,Report writing,Reports are
20、 a very important method of gaining 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,inf
21、ormation collecting: questionnaire,basic information introduction: purpose; guidance; incentive anonymous/ unanonymous close / open questions logic orders of questions Where do those questions come from?,turning objectives into questions,Objectives: designing a （mixed） questionnaire,To find out the
22、demographic (不同人口特征的) features of students smokers and non-smokers on campus； For student smoker: To identify his/her smoking years; To find out the reason(s) of smoking; To perceive the cigarettes consumption/day,For student non-smoker,To find out his/her response when confronting smoker(s) around
23、him/her; To find out his/her temptation of persuasion towards classmate smoker(s); 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
24、 did you smoke? 8. How many 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 Writing,You are the general managers secretary, working in the world-famous M
25、cDonalds company. Now you are reading 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 writing,Wh
26、at information is essential, and what can be omitted? Can I cover all the main points?.Have I covered? Is it clearly laid out and easy to follow? (layout?) Can I get everything onto half a page or ? Do I need to use short, simple sentences? How? Will everything be clear to the reader(s)? ,Checklist:
27、,Title:,Managing People and Organization 管理人员及机构,Structure,The opening The main body The ending,the main body,Structure,Group work,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 Org
28、anization,1.Introduction Heritage of McDonalds Giving back to the _ Leading and _ 2) A series of commitment to employees Commitment to _ Commitment to _ Commitment to _ Commitment to _ 3) Five people principles,communities,doing the right thing,education,quality and safety,social responsibilities,cr
29、eating a pleasant environment,2. Commitment to Education Education of youth Work in partnership with _ Top priorities of _ 2) Education of managers and employeers Job experience complement and supports_ Education always _ Reward _ Provide tuition for employees _,parents and educators,education and s
30、choolwork,employees educational goals,comes first,good grases and school attendence,to continue their education,3. Commitment to quality and safety A leader _high-quality and safety standards. Proper _, handing and _ Food safety _ 4. Five people priciples Respect and _ Values and _ Competitive Pay a
31、nd _ Learning, Development and _ Resources to _,is setting and strictly enforcing,food storage,cooking practices,check list,Recognition,leadership behavior,Benefits,Personal Growth,Get the Job Done,5. Conclusion Because of good company policies, McDonalds has become one of the most popular fast food
32、 restaurants in the World. Its business is growing based on the contribution of Its employees around the world.,Check Your Understanding,1.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 devel
33、op quickly. 3. 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 an Employment commitment, the latter always comes first. 5. The most important items of McDonalds requirements are Quality and safety.,6. According to the pa
34、ssage, MacDonalds 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, so Employees often work overtime.,Writing Memos in English,What constitutes a memo The differen
35、ce between a memo an a business letter The fomats of memos Guidelines for writing good memos,Discussion,1. 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 busine
36、ss memo differs from an 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
37、usually have a direct style and are typically short and to-the-point. Memos usually do not have a salutation. Memos dont have a complimentary closing. Memos have a specific format that is different from business letters.,Formats of memos,Memorandum Date: To: From: Subject: _ (Text of the memo),Guide
38、lines for well-written memos,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. MEMORANDUM,Date: June 25, 2012 To: All staff members From: Larry Houston-Director
39、 of Finance Subject: New Procedure 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 bee
40、n complained about as being confusing. 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 r
41、equest by signing on the Supervisior 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
42、must have your emplyee identification 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,