新职业英语2_Unit7

Unit7新职业英语ContentsListening&Speaking4Warming-up1ReadingA2ReadingB3LanguageLab7LanguageLab7Writing5Mini-project6LanguageLab7Entertainment8Warm-upTask1Task2Warm-1Task1Lookatthefollowingpicturesandidentifythedifferentsellingmethods.person-to-personsellingdirectmailsellingonlinesellingtelephonesellingNotesWarm-1-NotesPersonalselling:人员推销/个人推销isatwo-waycommunicationbetweenthesellerandthebuyerusuallyface-to-face,viatheInternet,thephoneandthecorrespondence.Unlikeadvertising,apersonalsalesmessagecanbemorespecificallytargetedonindividualprospectsandeasilyalteredifthedesiredbehaviordoesnotoccur.Personalselling,however,isfarmorecostlythanadvertisingandisgenerallyusedonlywhenitshighexpenditurecanbejustified.Warm-2SampleTask2Workinpairs.Lookatthefollowingflowchart.Discusswithyourpartneranddescribetheprocessoforganicfoodsgoingthroughthemarketingchannel.NotesWarm-2-NotesWhatisamarketingchannel?Amarketingchannelisasetofpracticesoractivitiesnecessarytotransfertheownershipofgoods,andtomovegoods,fromthepointofproductiontothepointofconsumption,whichconsistsofalltheinstitutionsandallthemarketingactivitiesinthemarketingprocess.SampleAfterorganicfoodsareproduced,thefirststepisfromagriculturalproductiontowholesalingwheretheyaretransferredfromproducerstobrokers,terminalmarkets,grocerywholesalersandfoodservicewholesalers.Thesecondstageisfromwholesalingtoretailingwherethefoodsarestockedbytraditionalgrocerystores,naturalfoodstoresandfoodserviceoutlets.Thelaststepisfromretailingtoconsumptionwheretheseorganicfoodsarepurchasedbyconsumers.ReadingAReadingATextTask1Task2BusinessKnow-howTextA-1ReadingATheMulti-channelE-Commerce1InthemidstoftheUSeconomiccrisis,cautiousspendinganddownsizinghavelefttheretailindustryinserioustrouble.March2009sawa9percentdeclinecomparedwithMarch2008.However,onlinesalescontinuetoshowsteadygrowthinthefaceofadverseeconomicconditions.Theyareexpectedtogrow11percenttoUS$156.1billionin2009,followinga13percentincreasein2008.TextA-22Givencautiousconsumerspendingandtightcredit,whyisonlineretailcontinuingtogrowfastwhileoverallretailnumbersdrop?Retailersneedtolooknofurtherthanthegreatbenefitsandsavingsofsellingviaamulti-channele-commerceplatform.ReadingATextA-33TheInternethasadistinctadvantageoverin-storeretail:thepresenceofcountlesson-demandsaleschannels.Stillane-commerceplatformdoesn’tsimplyofferanewsaleschannel;retailersareactuallyincreasingin-storepurchasesusingonlineplatforms.In-storeretailerswithe-commerceplatformsmaymakeuseofmultiplechannelsandconsolidatethemthroughcross-channelretailing.Thiscross-channelstrategymightbegivingcustomerstheabilitytoorderonlineandpickupin-store,oritcouldbeassimpleashonoringgiftcardsthroughallsaleschannels.Byimplementingacross-channelstrategy,retailerscouldopenupsalesopportunitiesandimprovecustomersatisfactionthroughconvenientservicesandfulfillmentofcustomerrequests.ReadingATextA-44Retailersarealsoabletoimproveon-demandpurchasingcapabilitiestoincreasesalesonline.Anautomatedonlineplatformallowsretailerstoreceiveordersatanytimeandcustomerstocheckthestatusoftheirorderattheirconvenience.Byprovidingsuchaneasilyaccessibleoptionforcustomers,onlineretailersarecateringtoalloftheircustomers,nomatterwhattheirshoppinghabitsmightreflect.ReadingATextA-55Increasingattentionisbeingplacedongreenbusinesspracticesthesedays,andane-commerceplatformhelpsretailerspromoteenvironmentallyfriendlybusinesspractices.Fromabusinesspointofview,theycansavehugecostsbycuttingouttraditionalpapermarketinganddistributionmethods.Forexample,retailersusedtospendhundredsofthousandsofdollarsonpapercatalogs.Nowtheycancutcatalogexpensesthroughemailmarketingandeasilyupdatableonlinecatalogs.ReadingATextA-66Withthedevelopmentofbusinessintelligence,moreandmorecompaniesarerecognizingthatanefficientsystemfordatacollectionandanalysisisnecessaryforgrowingtheirbusinesses.Ane-commerceplatformsimplifiesrawsalesdatacapture,aswellasdataforcustomerprofilingandorder-processinginformation—anydatathatisnecessaryforprovidingagreaterunderstandingoftheretailer’sbusiness.ThedatacollectioncapabilitiesoftheInternetgivee-commerceplatformsastrategicadvantageoverin-storeretail,wheredataismuchmoredifficulttocaptureinasystematicandorganizedway.ReadingATextA-77Ultimately,thestrengthofonlineandcross-channelretailingcomesdowntoeffectiveuseoftheInternetande-commerceplatforms.Ase-commerceandtechnologycontinuetoimprove,moreandmorebusinessesarerelyingone-commerceplatformstogainagreaterunderstandingoftheircustomers,cutcosts,andrunoperationsmoreefficiently.ReadingAA-Trans-1ReadingA多渠道电子商务1在美国经济危机时期，开支缩减和公司裁员使零售业陷入了严峻的困境。2009年3月的零售总额比2008年同期下降了九个百分点。而面临同样的经济僵局，网络销售却呈现出稳定增长的态势。继2008年增长13%后，网络销售在2009年预计又将增长11个百分点，销售额将达到1561亿美元。A-Trans-2ReadingA2面对消费者开支谨慎和信贷紧缩，网上零售为什么会在零售总额下跌的情况下保持快速增长呢？零售商们只要看看通过多渠道电子商务平台销售所带来的巨大收益和销售成本的降低便可知道答案。A-Trans-3ReadingA3与店面销售相比，网络销售拥有一个明显优势：它可以提供各种按需销售的渠道。不过电子商务平台不仅仅是提供一种新的销售渠道。事实上，零售商目前正利用网络平台增加店面购买量。他们可以利用多种渠道，并通过跨渠道销售将其统一为一个整体。这种跨渠道策略可以是顾客在网上订购，然后到店铺提货，或者就是简单地通过所有渠道兑现代金卡。利用这种策略，零售商可以提供便捷的服务和满足顾客需求来增加销售机会并提高顾客满意度。A-Trans-4ReadingA4零售商还可以通过提升按