市场营销英语讲义

1/38Unit1FirstContactWORDCHECK(I)marketingManagerpersoninchargeofthemarketingdepartmentcomputerManagerpersoninchargeofthecomputerdepartmenttobeovertobehereonavisitfromanothercountryhostpersonwhoinvitesorreceivesgueststhesepartsthisarea1.LISTENING(I)Youaregoingtohearanumberofpeopleintroducingthemselves.Someoftheintroductionsinvolvetwopeople,someinvolvethree.Asyoulisten,numbertheseconversationsintheorderyouhearthem.AHello,I’m……Nicetomeetyou,Myname’s…….BHello,letmeintroducemyself.Myname’s…….Pleasedtomeetyou,I’m……..CIdon’tknowanyonehere.You’llhavetointroduceme.Ofcourse.Roger,thisis…….Nicetomeetyou.DHowdoyoudo?Myname’s……Nicetomeetyou.Mine’s…….EIhaven’tmetyourManagingdirectoryet.Oh,I’msorry.DoctorMannheim,thisis……Verynicetomeetyou.FLetmeintroduceyoutwo.Maxine,thisisFrancis.Nicetomeetyou.GCouldyouintroducemetotheMarketingManager?Ofcourse,Philip,Letmeintroduceyouto…….Nicetomeetyou2.READANDLEARNWORDCHECK(II)PlcPublicLimitedCompany.AcompanywhosesharesyoucanbuyontheStockExchangeannualeveryyear,yearlysoftwareprogramsforacomputersystemdevelopmentplanningnewproductsPersonneldepartmentsectionofacompanywhichdealswithstaffwelfare,records,trainingandrecruitmentcolleaguefellowworkerinacompanyorprofessionAccountssectionofacompanywhichdealswithmoneypaidorreceived2/38DepartmentmarketresearchexaminationofthepossibledemandforaproductbeforeitisputonthemarketPersonalAssistantsecretarywhoprovidesspecialhelptoamanagerordirectorFinancesectionofacompanywhichcontrolsacompany’smoneyProductionDepartmentsectionofacompanywhichdealswiththemakingofthecompany’sproductsfashiondesignerpersonwhoplansnewstylesinclothes1.LISTENING(II)MandersPlcarehavingtheirannualparty.Listentothedialoguesoverheardattheparty.Matchupthepeople’snameswiththeirtypeofwork.Thefirstonehasbeendoneforyou.2.READANDLEARN3.PRESENTATIONWeuseavarietyofprepositionstoindicateworkrelationships.e.g.IworkforManders(theyaremyemployers)IworkatManders(theplace)IworkwithManders(asenseofcollaboration)I’mincomputers(generaltypeofwork)I’monthemarketresearchside(generaltypeofwork)I’mintheSalesDepartment(specificplaceofwork)4.PRACTICEGroupwork1.Introduceyourselftotheothers.2.Introducetheothertwotoeachother.3.Asktobeintroduced.4.Tellyourjobandplaceofwork.NamesTypeofwork1.Peter2.John3.Susan4.Mike5.Sarah6.Mrfields7.Martin8.Jean9.Jean’shusbanda.Productionb.PersonalAssistantc.Softwaredevelopmentd.Marketresearche.Fashiondesignf.Personnelg.Accountsh.Salesi.Finance3/38Unit2CompanyOrganization-----PresentingtheCompanyWORDCHECK(I)organizationalshowingthewayacompanyisorganizedstructureorganizationManagingDirectorDirectorwhoisinchargeofawholecompanyexecutivesPeoplewhoputdecisionsintoactionpersonnelstafftrainingteachingemployeeshowtodosomethingrationalisationmakingmoreefficientregionpartofacountry/anareatosplittodividematrix(basis)organizedaccordingtotwosetsofcriteria,e.g.geographicalandfunctionalsectionpartofacompanysubsidiarycompanywhichisownedbyaparentcompanyaffiliatecompanywhollyorpartlyownedbyanothercompany1.LISTENING(I)ListentothepresentationaboutRossomonPlc.,completetheorganizationchartbelow.2.READANDLEARN4/383.PRESENTATIONThissectiondemonstratessomeofthelanguageusedtodescribeanorganizationintermsof:HierarchyResponsibilities/functionsTitlesAffiliatesStructureHierarchyThecompanyisheadedbytheMD.TheSalesDirectorreportstotheMD.TheSalesDirectorisundertheMD.ThesalesDirectorisaccountabletotheMD.TheSalesDirectorissupportedbyasalesteam.TheSalesDirectorisassistedbyanAssistantSalesManager.Responsibilities/functionsThefinanceDepartmentisresponsibleforaccounting.TheR&D(ResearchandDevelopment)Departmenttakescareofnewproductdevelopment.TheAdministrationManagerisinchargeofpersonnel.TitlesBelowarethemainmanagerialtitleswiththeUSequivalentsinbrackets:Chairman(President)ManagingDirector(chiefExecutiveOfficer/SeniorVice-President)FinanceDirector(Vice-President-Finance)SalesManager(SalesDirector)Note:TheDirectorsandChairmanofacompanyusuallysitontheBoardofDirectors(ExecutiveBoard)AffiliatesXistheParentcompany.A,BandCaresubsidiaries(morethan50%ownedbytheparent)StructureTheCarDivisionconsistsoftheProductionDepartmentandtheSalesDepartment.TheProductionDepartmentcomprisestheMethodsSectionandtheMaintenanceSection.TheSalesDepartmentismadeupoftheAdvertisingSectionandtheAfter-salesSection.4.PRACTICEPairwork:DescribethetypicalmanagementstructureofaBritishcompany.5/38PresentingInformation----StructuringIdeasFocus:APersonneldirectorgivinganinformalpresentationonthestructureandorganizationofthedepartment.WORDCHECK(II)toheadbeatthetopof,beinchargeoftorepresentactofficiallyfortoco-ordinatebringtogetherselectionchoicemanpowernumberofworkersneededtohandlelookafter(atask)pensionamountofmoneypaidregularlyafterapersonstopswork,eitherbecauseofoldageorillnesspostjobthepressnewspapersingeneralpolicyfixedplanrecessionperiodoflittleeconomicactivitytodealwithorganize,lookafter(atask)totakecareoforganize,lookafter(atask)1.LISTENING(II)ListentothePersonneldirectorofRossomonplcexplainingthestructureandorganizationofthedepartmenttoanewmemberofh