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1、营销英语 题型： 翻译 15*2 判断对错5*2 简答题6*5 写作30 Branding 1 货柜船 Delivery service配送服务 Direct distribution直接分销，直接配送 Eliminate the middlemen and sell directly to the consumers. Maintain complete control over stock level. (Distribution costs) Direct distribution allows Dell to eliminate wholesalers, who buy and sel
2、l goods in large amounts to shops and business. The one advantage is that Dell doesnt have to deal with wholesalers or spend time keeping track of inventory in the wholesalers warehouse. Another advantage is that Dell has eliminated retailers-the people, shops or business that sell to the public. Th
3、at mean, Dell doesnt have to receive customer orders from retailers and it can take orders directly from the customers. Indirect distribution：Most manufacturers or service providers use an indirect distribution channel to connect the product and the consumer, where some kinds of distributor or distr
4、ibution intermediary流通中介 is used. U27 Merchandising推销，销售规划 Merchandising is used to describe a marketing practice in which the brand image of one product, the core brand, is used to sell anther product. For example, Mickey Mouse is used to sell Disney merchandise such as bags and clothes. The goal i
5、s to increase retail sales. Promotional merchandise Gifts with purchase can increase sales. In-pack offers On-pack offers Other types of promotional gift include: Freebies or goodies赠品或好处 Corporate gifts企业礼品 Off-the-shelf现成的，买来不用改就用的 Promotional merchandise project商品促销方案 Promotional item促销品 Capture
6、the spirit of the promoted brand获得，捕获促销品牌的精神 Team products团队产品 Merchandising deals or licensing商品化交易或许可 Sponsors赞助商 Licenses批准，许可 Commercial partners 商业合作伙伴 Spin-offs副产品，派生产品 Tie-ins搭配产品，合作项目 Licensing deals许可授权 Cross-marketing交叉销售，交叉营销 U28 Trade shows A trade show, trade exhibition or trade fair is
7、 an industry-specific business event. Companies attend the events so that they can showcase, or display, the best of their products, services or expertise. Trade shows help to generate leads and can offer great opportunities to network- to chat and socialize with attendees and other exhibitors. A pu
8、blic trade show公共贸易展会 A vertical trade show垂直贸易展会 A horizontal trade show水平贸易展会 Seminars, conferences or congresses are business events where talks or presentations are given. The organizers are often medical or pharmaceutical 医药companies. Organize an event Make your stand or booth a marketing succe
9、ss by using this checklist: 1. Find out about the event profile活动简介 and how successful previous years have been. Most importantly, check that the visitor profile来客简介 matches your audience. 2. If you decide to participate in the event, book a stand预定一个展 台. Most organizers allocate stand placement on
10、a first come first served basis. Calculate the floor space面积 you need. Remember that bigger stands cost more. 3. Prepare your booth展位 and customize it with trade show displays. A good booth design will increase booth traffic展位交通 and attract more visitors. 4. Train booth staffers. Make sure that peop
11、le who are representing your company and your board know how to win clients. This human contact人员接触 is crucial for maintaining or improving current client perception- that is, what your customers think about your brand. 5. Make sure your visitors know how to get to the venue会场. Download the color ma
12、p from our site. 6. Remember that nobody likes lobby squatters游说的人，大堂的 人 sitting in the entrance to the venue. If you are coming to our venue, please use a stand. Lobby squatting is not tolerated and you will be asked to leave. U29 Telemarketing Telemarketing is a form of direct marketing: the messa
13、ges are delivered individually to potential customers. Immediate response Immediate feedback Captive audience The success of telemarketing campaigns is measured in the cost per acquisition单位获得成本, cost per inquiry 单位调查费用(CPI) or cost per order单位订单成本. Outbound telemarketing List brokers A cold line is
14、 a list of people who have had no prior contact with the company. Calling the people on the list first time is known as cold calling. A qualified telemarketing list includes the details about prospects who have the need or authority to purchase. Common reasons for cold calling include: 1. Lead gener
15、ation- contacting cold people to create hot contacts. 2. Phone sales-selling services over the telephone 3. Appointment setting- making an appointment for a sales rep to meet the prospect. Follow-up calls 跟进电话 Convert转换，改变 Lead conversion商机转化率 Voice broadcasting语音广播 Recorded message录制的留言 With inboun
16、d telemarketing, clients call the telemarketing firm, perhaps in response to an advert, to place an order, make a reservation or contact customer services. U30 online shopping and mail order Virtual shopkeeper Move your shopper through the sales process Home page Selection process Search by product
17、category Wedding list Baby registry Offer bundles of items Purchasing process Add items to the shopping cart/ shopping basket Add to basket Buy now Payment information Delivery options Next day delivery Order form Prepaid envelope Telephone hotline Free phone number Place your order U31 personal sel
18、ling The sale force: The sales representatives or salespeople make up a companys sales force. Make sales and build long-term relationships. Inside salespeople Field salespeople or travelling salespeople Call on customers (visit them) Exclusive territory Personal selling, or selling to a customer fac
19、e-to-face, is different from impersonal selling such as advertising and sales promotion. Salespeople can inform customers and demonstrate technical products, at the same time customizing the sales messages to what the specific customer needs to hear. The sales process helps the sales force convert l
20、eads into signed deals (change prospecting customers to actual customers) 1. Prospecting and qualifying: by making cold calls or asking current customers for referrals. 2. Presenting: focus on the products USP or be customer-oriented. Meet the customers needs. Testimonials from the satisfied custome
21、rs, sales literature and samples may support the presentation. 3. Closing deals: buying signals from the customers. Trade concessions or negotiate. 4. Following up: follow-up calls are part of the after-sales services which enables salespeople to check customer satisfaction with the service or product. Satisfied customers will purchase again, generating repeat business. Product knowledge Market knowledge Marketing collateral Sales arguments Sales kit Sales aids Product samples Price lists Order forms Sale literature Unique selling points