新职业英语职业综合英语第二册Unit 7

Unit7MarketingUnit7新职业英语Unit7MarketingContentsBackNextHomeListening&Speaking4Warming-up1ReadingA2ReadingB3LanguageLab7LanguageLab7Writing5Mini-project6LanguageLab7Entertainment8Unit7MarketingWarm-upBackNextHomeTask1Task2Warming-upUnit7MarketingWarm-1Warming-upTask1Lookatthefollowingpicturesandidentifythedifferentsellingmethods.BackNextHomeperson-to-personsellingdirectmailsellingonlinesellingtelephonesellingNotesUnit7MarketingWarm-1-NotesWarming-upBackPersonalselling:人员推销/个人推销isatwo-waycommunicationbetweenthesellerandthebuyerusuallyface-to-face,viatheInternet,thephoneandthecorrespondence.Unlikeadvertising,apersonalsalesmessagecanbemorespecificallytargetedonindividualprospectsandeasilyalteredifthedesiredbehaviordoesnotoccur.Personalselling,however,isfarmorecostlythanadvertisingandisgenerallyusedonlywhenitshighexpenditurecanbejustified.Unit7MarketingWarm-2BackNextHomeWarming-upSampleTask2Workinpairs.Lookatthefollowingflowchart.Discusswithyourpartneranddescribetheprocessoforganicfoodsgoingthroughthemarketingchannel.NotesUnit7MarketingWarm-2-NotesBackWarming-upWhatisamarketingchannel?Amarketingchannelisasetofpracticesoractivitiesnecessarytotransfertheownershipofgoods,andtomovegoods,fromthepointofproductiontothepointofconsumption,whichconsistsofalltheinstitutionsandallthemarketingactivitiesinthemarketingprocess.Unit7MarketingSampleWarming-upAfterorganicfoodsareproduced,thefirststepisfromagriculturalproductiontowholesalingwheretheyaretransferredfromproducerstobrokers,terminalmarkets,grocerywholesalersandfoodservicewholesalers.Thesecondstageisfromwholesalingtoretailingwherethefoodsarestockedbytraditionalgrocerystores,naturalfoodstoresandfoodserviceoutlets.Thelaststepisfromretailingtoconsumptionwheretheseorganicfoodsarepurchasedbyconsumers.BackUnit7MarketingReadingAReadingABackNextHomeTextTask1Task2BusinessKnow-howUnit7MarketingTextA-1ReadingATheMulti-channelE-Commerce1InthemidstoftheUSeconomiccrisis,cautiousspendinganddownsizinghavelefttheretailindustryinserioustrouble.March2009sawa9percentdeclinecomparedwithMarch2008.However,onlinesalescontinuetoshowsteadygrowthinthefaceofadverseeconomicconditions.Theyareexpectedtogrow11percenttoUS$156.1billionin2009,followinga13percentincreasein2008.BackNextHomeUnit7MarketingTextA-22Givencautiousconsumerspendingandtightcredit,whyisonlineretailcontinuingtogrowfastwhileoverallretailnumbersdrop?Retailersneedtolooknofurtherthanthegreatbenefitsandsavingsofsellingviaamulti-channele-commerceplatform.BackNextHomeReadingAUnit7MarketingTextA-33TheInternethasadistinctadvantageoverin-storeretail:thepresenceofcountlesson-demandsaleschannels.Stillane-commerceplatformdoesn’tsimplyofferanewsaleschannel;retailersareactuallyincreasingin-storepurchasesusingonlineplatforms.In-storeretailerswithe-commerceplatformsmaymakeuseofmultiplechannelsandconsolidatethemthroughcross-channelretailing.Thiscross-channelstrategymightbegivingcustomerstheabilitytoorderonlineandpickupin-store,oritcouldbeassimpleashonoringgiftcardsthroughallsaleschannels.Byimplementingacross-channelstrategy,retailerscouldopenupsalesopportunitiesandimprovecustomersatisfactionthroughconvenientservicesandfulfillmentofcustomerrequests.BackNextHomeReadingAUnit7MarketingTextA-44Retailersarealsoabletoimproveon-demandpurchasingcapabilitiestoincreasesalesonline.Anautomatedonlineplatformallowsretailerstoreceiveordersatanytimeandcustomerstocheckthestatusoftheirorderattheirconvenience.Byprovidingsuchaneasilyaccessibleoptionforcustomers,onlineretailersarecateringtoalloftheircustomers,nomatterwhattheirshoppinghabitsmightreflect.BackNextHomeReadingAUnit7MarketingTextA-55Increasingattentionisbeingplacedongreenbusinesspracticesthesedays,andane-commerceplatformhelpsretailerspromoteenvironmentallyfriendlybusinesspractices.Fromabusinesspointofview,theycansavehugecostsbycuttingouttraditionalpapermarketinganddistributionmethods.Forexample,retailersusedtospendhundredsofthousandsofdollarsonpapercatalogs.Nowtheycancutcatalogexpensesthroughemailmarketingandeasilyupdatableonlinecatalogs.BackNextHomeReadingAUnit7MarketingTextA-66Withthedevelopmentofbusinessintelligence,moreandmorecompaniesarerecognizingthatanefficientsystemfordatacollectionandanalysisisnecessaryforgrowingtheirbusinesses.Ane-commerceplatformsimplifiesrawsalesdatacapture,aswellasdataforcustomerprofilingandorder-processinginformation—anydatathatisnecessaryforprovidingagreaterunderstandingoftheretailer’sbusiness.ThedatacollectioncapabilitiesoftheInternetgivee-commerceplatformsastrategicadvantageoverin-storeretail,wheredataismuchmoredifficulttocaptureinasystematicandorganizedway.BackNextHomeReadingAUnit7MarketingTextA-77Ultimately,thestrengthofonlineandcross-channelretailingcomesdowntoeffectiveuseoftheInternetande-commerceplatforms.Ase-commerceandtechnologycontinuetoimprove,moreandmorebusinessesarerelyingone-commerceplatformstogainagreaterunderstandingoftheircustomers,cutcosts,andrunoperationsmoreefficiently.BackNextHomeReadingAUnit7MarketingA-Trans-1ReadingABack多渠道电子商务1在美