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1、,口语教程4,（实践篇）,口语教程4（实践篇）,Unit 1 Customer Service :Starting with “How Are You Doing?”,01Job Descriptions02Orientatio,大连理工大学出版社,口语教程4,（实践篇）,大连理工大学出版社口语教程4（实践篇）总主编戴炜栋,Unit 2 Mobile Marketing: A Cross-Border Digital Journey,01Job Descriptions02Orientatio,Learning Objectives,Unit 2,In this unit, we will b
2、e able to: know about the basic requirements and job responsibilities for a marketing operation specialist; have an understanding of marketing tools; grasp professional techniques and communication tips by means of marketing cases; simulate certain workplace communications and handle different situa
3、tions related to mobile marketing; learn to assess working efficiency and effectiveness in marketing performance; think about marketing development and its relevant strategies.,Learning ObjectivesUnit 2In th,Introduction,Unit 2,“The great influence of Steve Jobs has been a return which has transform
4、ed our habitus by changing our working space, public space and intimate space, and a return which means the emergence of new digital walking culture.”Crossborder mobile commerce transactions continue to soar, driven largely by the ever-increasing adoption and use of smartphones and tablets. The use
5、of this technology gives consumers the flexibility to stop whenever and wherever they want. So today, marketing is truly EVERYWHERE, in both the virtual and real worlds!,IntroductionUnit 2“The great, Recall one of your experiences in mobile shopping, including the communication between you and the s
6、eller, the delivery, your level of satisfaction, etc. _ What apps have you had on your smartphone? What do you think of their merits and drawbacks respectively? _, Recall one of your experienc,_ cross-border a. ideas designed to increase the sales of a product or service_ upload b. the execution of
7、trades_ hyper stores c. supermarkets_ promotional mechanism d. transfer a file or program to a central computer_ stock e. quick learning and hands-on capability_ operation f. products or units_ quick hands g. fill with a supply of something_ periodically h. make a record of_ keep track of i. at fair
8、ly regular intervals_ items j. between or among nations,_ cross-border,口语教程4整套课件完整版教学教程最全电子讲义教案,Key Responsibilities： Be responsible for managing an assortment of cross-border products, and preparation for launching these products online (PC, APP and WeChat store). Check the artwork uploaded and upd
9、ate the artwork of the products that have changed packages. Prepare lists of hyper stores promotional items for synchronous promotion online. Provide the marketing team with selected promotional products for front page, PC, APP, and WeChat store pushes periodically. Work with the marketing team to s
10、et up plans for exclusive promotions online, select items and finalize the promotional mechanism. Keep track of the stock, price and sales result of promotion items. Other tasks if necessary.,Cross-Border Operation Commissioner,Key Responsibilities：Cross-Bor,Requirements: Fast learner and quick hand
11、s, capable of working under pressure, good teamwork spirit； Good communication in both English and Chinese; French base is preferred; Experience in cross-border experience is preferred;,Requirements:,Prepare an oral self-introduction within no more than 3 minutes based on theresponsibilities and qua
12、lifications in the ad. The outline below may be of some help. Name, major and university. What I think of the job responsibilities Why I qualify for the job., Individual Work, Chained Class Activities,Prepare an oral self-introduct,Work in pairs. Simulate an interview between an employer and an inte
13、rviewee.Besides the prepared introduction, some questions could be an important part of asmooth interview.Examples: Have you ever had cross-border buying experience? What do you think is one of the critical responsibilities for this job? What promotion campaigns have you encountered before? What adv
14、antages and disadvantages does mobile marketing have?., Pair Work,Work in pairs. Simulate an int,Work in groups of four. After job interviews, two pairs form a group and givefeedback on the two interviewees. Complete the feedback table belowtogether and choose one group member to present your interv
15、iew outcome., Group Work,Work in groups of four. After,口语教程4整套课件完整版教学教程最全电子讲义教案,The Marketing Mix determines how to choose and use resources to achieve yourobjectives and what route to steer your boat to get where youre trying to go. Product: quality, attributes, target markets and potential competi
16、tion; Price: the cost, both financial and time commitment for audience to consume or participate in your project; Place: where and when your project will be available to audience; Promotion: marketing action plan and tactics.Here is a case of a trans-media project. You are responsible for marketing
17、a new typeof shampoo, and you are going to identify which platform you will use for your marketing.,The Marketing Mix determines,Requirements:1. Work in groups of four;2. Discuss and check one platform from the table below;3. Explain your marketing plan from your perspective of the Marketing Mix“4Ps
18、”;4. Evaluate your marketing plan with SWOT.,Requirements:,口语教程4整套课件完整版教学教程最全电子讲义教案,Pre-construction Phase1. specifying the required information;2. an overview of respondents characteristics;3. selecting an appropriate survey technique.,Construction Phase1. structured vs. unstructured questions;2. q
19、uestion wording, sequencing, response choice and layout;3. producing the first draft.,Post-construction Phase1. pre-testing the questionnaire;2. revisiting the questionnaire based on outcomes from pre-test;3. revised final draft;4. administration of the questionnaire.,Pre-construction PhaseConstruc,
20、Requirements:1. Work in groups of four;2. Conduct an oral survey with your partners, take notes and complete the questionnaire;3. Make a summary of the information you have obtained;4. Choose one group member to present your groups research outcome.,Requirements:,Situation:We are involved in marketi
21、ng every day as marketers and consumers. Marketing planning is a process that leads to an understanding of an organizations position in the market and a series of marketing decisions and actions to achieve an organizations goals within a specific time frame. Now, you are going to work out a marketin
22、g plan.,Situation:,口语教程4整套课件完整版教学教程最全电子讲义教案,Template:,Template:,Practice:Requirements:1. The class chooses one brand from one product;2. Divide the class into four teams: Social Media team, Advertising team, Promotion Campaign team and Brand Marketing team;3. Each team is responsible for one marketi
23、ng task in the table above, and every team needs to involve all members while accomplishing the task. Brainstorming may be a good approach for individual involvement.4. Every team will orally present their outcome after discussion and preparation.,Practice:,Situation:Hilton Hotel is well-known for u
24、nderstanding its customers well and having informationat their fingertips, and often engages in social listening to determine customers specificneeds. So, learning to listen to customers needs is critical to marketing.,Situation:,Template:Listening to customers needs involves: customers experiences
25、customers expectations level of customer satisfaction improvements to be made,Practice:Work in groups of five. Simulate a free talk between two marketing specialists from abranded hotel and three valued customers. Inquire about the customers specific needs inaccommodation. Your talk could involve is
26、sues in the template.,Template:Practice:,Situation:Direct mail always targets specific customers, but tends to have a bad name. Whilesometimes the right message could be sent to the most appropriate ones, customers are allirritated by the mass of junk mail every day.,Situation:,Template:,Template:,P
27、ractice:So, what do you think about direct mail? Do the advantages outweigh the disadvantages?Or do they do more harm as a means of marketing?Requirements:1. Form two parties;2. The two parties have a DEBATE on the advantages and disadvantages of direct mail;3. The party that contributes more pieces
28、 of effective evidence will win the debate.,Practice:,Situation:Most of us nowadays have Weibo or Facebook, and everyone seems to use WeChat .Increasingly professional networks can offer some real marketing value. Mobile marketing is defined as any kind of marketing that engages with an audience via
29、 a mobile phone ordevice.,Situation:,Template:Using the N.O.T.E. framework to get mobile marketing started.,Template:,Practice:Here is a case of mobile marketing.You are going to sell a laptop that targets university students, and mobile marketingwill be deployed for its promotion.Requirements:1. Si
30、x members of the class build up a customer team while others work in fourmarketing teams;2. The four marketing teams discuss and complete the mobile marketing plan based onN.O.T.E. with the help of the customer team;3. The customer team gives brief feedback and chooses the marketing plan that satisf
31、iesthem most.,Practice:,Situation:Relationship marketing seeks to earn and retain long-term preferences, business, andultimately, a marketing network. In relationship marketing, both parties collaborate onidentifying needs to fill.,Situation:,Template:Mr. Praveen Sahai joined AFRO- INDIA Insurance C
32、o. as Branch Manager- DirectChannel, Jaipur Branch, with a team of 12 sales executives reporting to him directly. Heused to go to any length to meet the monthly targets. The entire team working under himwas less motivated, and did not appreciate his working style. He was very authoritative,and did n
33、ot value client or customer retention. According to him, once a deal is struck andyou have sold him the life insurance policy, there should be no looking back. Instead, hethought it was better to concentrate on the next deal. This attitude of his has made theworking conditions of all sales executive
34、s working at AFRO-INDIA miserable. Moreover,the existing clients would never give any referrals, for they themselves have not beenreceiving the right service. Mr. Praveens only motive was to make his team work in theway he wanted, so he could meet deadlines and targets.,Template:,Practice:Requiremen
35、ts:1. Work on the case in pairs;2. Point out problems in marketing behavior and come up with relevant solutions.* The five Rs of relationship marketing may be helpful for making improvements.,Practice:,Step 1: Work in groups of four;Step 2: Discuss and balance advantages and disadvantages of the fou
36、r most commonly used survey tools;Step 3: Choose one of the four tools in the table below and simulate its application;Step 4: Allocate relevant roles and reproduce it in an oral representation;Step 5: Try to strengthen advantages and eliminate disadvantages while applying thecorresponding tool for
37、marketing surveys.,Step 1: Work in groups of four,Customer satisfaction is one of the main sources to inform companies about thequality of their products or service and their customers loyalty. As a telecommunicationservice provider with millions of subscribers, it is unavoidable for U-Globe to have
38、different levels of satisfaction. The approaches can be through phone calls, online surveys,or online feedback. The table below compares the advantages and disadvantages ofU-Globes four most commonly used survey tools.,Customer satisfaction is one,口语教程4整套课件完整版教学教程最全电子讲义教案,口语教程4整套课件完整版教学教程最全电子讲义教案,口语
39、教程4整套课件完整版教学教程最全电子讲义教案,口语教程4整套课件完整版教学教程最全电子讲义教案,In an era of KPI (Key Performance Indicator), measurement matters more than ever . Marketing executives and business leaders are drowning in data. They have access to powerful tools that produce endless streams of information about contacts. However, d
40、ata without analysis is simply noise. Be proactive in assessing performance, and be willing to adapt in real time based on results. These four sections represent the goals to consider when building a marketing scorecard and action plan. Build Brand: Strengthen brand awareness and audience reach. Gen
41、erate Leads: Create and qualify new sales leads. Covert Sales: Turn leads into customers. Increase Loyalty: Build a more loyal and profitable customer base.The scorecard below is selecting a prime goal of brand building and using metrics tosupport this. The monthly data has been collected and filled
42、 in the card.,In an era of KPI (Key Perfor,口语教程4整套课件完整版教学教程最全电子讲义教案,Step 1 Calculate and fill in the scorecard above with missing totals.Step 2 Work in groups of four. Analyze the data, discuss marketing performances anddiscover the main reasons for them.a. From the marketing scorecard, it could be
43、found that there is a(n) increase/drop .b. Based on our data analysis, this phenomenon/issue could be attributed to .c. By means of outcomes in the marketing scorecard for the first half of the year, adjustments need to be made in the sectors of ., and our action plan is to .,Step 1 Calculate and fi
44、ll in t,As for job perspectives for marketing, brand is of great weight. The sharper the profile of your brand, and the more differentiated its proposition, the bigger your chance is to stand out from the crowd.So, what you need is a combination of quantitative market research and smart analytics th
45、at tell you what customers value, to what extent your brand delivers it, and which levers you can pull to improve your performance.,As for job perspectives for,Group ProjectRequirements:1. Work in groups of four;2. Create a new brand, involving its name, logo, slogan, etc.;3. Make a brief oral descr
46、iption of your new brand within no less than 120 words;4. Videotape an advertisement within no more than 90 seconds.The following examples of great brands could be taken as references.,Group Project,Examples of Great Brands,Examples of Great Brands,口语教程4整套课件完整版教学教程最全电子讲义教案,大连理工大学出版社,口语教程4,（实践篇）,大连理工
47、大学出版社口语教程4（实践篇）总主编戴炜栋,Unit 3 Foreign-Oriented Secretaries: Assistants Behind the Scenes,01Job Descriptions02Orientatio,Learning Objectives,Unit 3,In this unit, we will be able to: know about the duties and responsibilities of a foreignoriented secretary; have an understanding of the abilities and qu
48、alifications a secretary should possess; grasp professional techniques and communication skills when doing office routines; simulate certain practical communications and handle different situations related to secretary work; learn to assess the performance and achievement of being a secretary; make
49、an individual development plan as a foreignoriented secretary.,Learning ObjectivesUnit 3In th,Introduction,Unit 3,A secretary is a person whose work consists of supporting management, including executives, using a variety of project management, communication, or organizational skills. With the devel
50、opment of economic globalization , interaction between China and other countries is becoming increasingly frequent. Thus, there is an increasing demand for foreign-oriented secretaries, who engage in foreign-related work and play a pivotal role in foreign trade and business.,IntroductionUnit 3A secr
