Part II Listening and Speaking
A: Warming Up
Look at the pictures and work in pairs to discuss the following questions.
1. It seems that they are doing data analysis.
2. They are colleagues. They are celebrating the rise in performance.
B: Vocabulary and Sentences
I. Listen to the following words and phrases and write down the Chinese meanings.
1. brand position 品牌地位
2. advertising effects 广告效应
3. consumer needs 消费者需求
4. sales target 销售目标
5. sales representative 销售代表
6. budget 预算
7. target market 目标市场
8. advertisement campaign 广告活动
9. marketing strategy 营销策略
10. telephone survey 电话调查
11. advertising media 广告媒体
12. sales pitch 销售宣传
13. market share 市场份额
14. direct marketing 直接营销
15. annual marketing plan 年度营销计划
II. Listen and complete the sentences with the right words.
1. We want to use television advertisements.
2. What form of entry should we use to get into the USA market?
3. The market situation is not known to us.
4. Television advertisements are the most expensive.
5. What ideas do you have for the sales of our products?
6. We should emphasise on the quality when making advertisements.
7. We have received many orders recently.
8. A lot of people wouldn’t accept market surveys on the telephone.
9. We are aiming at the18-25 group.
10. Have you reached last month’s sales target?
III. Listen to the dialogues and choose the sentences you hear.
Script:
1. —What is the size of our market share in Asia?
—The market situation is not known to us.
2. —What ideas do you have for the sales of our products?
—We can adopt direct marketing.
3. —Television advertisements are the most expensive.
—But it will help make our products well-known and build strong brand positions.
4. —We have received many orders recently.
—That shows the marketing strategy is a great success!
5. —Did you get a good response from the telephone survey?
—A lot of people wouldn’t accept market surveys on the telephone.
6. —We should emphasise on the quality when making advertisements.
—Yes. Quality is the focus of the ad campaign.
7. —Have you reached last month’s sales target?
—No. The eye drops were only sold 15 units last month.
8. —What form of entry should we use to get into the USA market?
—I think a joint venture would be the best choice.
9. —Who is our target customer?
—We are aiming at the18-25 group.
10. —What forms of advertising media do you plan to use?
—We want to use television advertisements.
Keys: 1. A 2. B 3. B 4. A 5. A
6. B 7. B 8. A 9. A 10. B
C: Process Viewing
Video Episode 1
Script:
(The sales manager Jack is talking with his assistant John about the marketing survey.)
Jack: Did you get the marketing survey results? How are sales abroad compared to sales at home?
John: According to our numbers, there is twice as much opportunity in the international market as there is in the domestic market.
Jack: Which area is of the highest demand?
John: Our European market has the highest current demand, but South American market has great potential for growth.
Jack: I heard that Asia is booming now. Is the greater Asian market available for us now? What is the size of our hold in Asia?
John: Honestly, we don’t fully understand our market situation in Asia. I don’t know much about it.We should probably put our feelers out and see what potential exists.
（销售经理杰克正在和他的助理约翰谈论市场调查的事。）
杰克：你拿到市场调查结果了吗？与国内的销售相比，国外的情况如何？
约翰：根据我们的数据，国际市场的机会是国内市场的两倍。
杰克：哪个地区需求量最大？
约翰：我们的欧洲市场目前需求量最大，但是南美洲市场有很大的增长潜力。
杰克：我听说现在亚洲也在迅速发展。现在我们有比较大的亚洲市场吗？我们在亚洲的市场份额有多大？
约翰：说实话，我们并不完全了解我们在亚洲的市场情况。我对此不太清楚。可能我们应该试探一下，看看有什么潜力。
Keys:
I. Watch the video episode and decide whether the following statements are true (T) or false (F).
1. T 2. F 3. F
II. Watch the video episode again and choose the sentences you hear.
1. A 2. B
Video Episode 2
Script:
(John and his colleague Bonny are having a lively discussion.)
John: How are the preparations for the new marketing campaign going?
Bonny: Good so far, but we still need to make some more group decisions before we can take actions any further.
John: What are they about?
Bonny: Our target market, what forms of media to use in the campaign and the budget.
John: Well, I have already known that Management says we are aiming at the 18-25 group and they want to definitely use television advertisements.
Bonny: But what about the budget? Television advertisements are the most expensive.
John: Leave that to Management to decide.
Bonny: So what should I tell the staff in my department?
John: Have the people in your department prepare some ideas for a television and magazine based media marketing campaign.
Bonny: OK. We should be able to give you a briefing on what ideas we have come up with in a few days.
（约翰和他的同事邦妮正在讨论营销策略。）
约翰：新营销活动的准备工作进行得怎样了？
邦妮：迄今为止还算不错。但是在我们进一步行动之前，我们还需要做更多小组讨论。
约翰：关于哪方面的？
邦妮：我们的目标客户群，在营销中使用什么形式的媒介手段，以及预算是多少。
约翰：嗯，我知道管理层说我们针对的是18-25岁这个年龄段，而且他们明确指出想要电视广告这种媒介手段。
邦妮：但是预算怎么样？电视广告是最贵的。
约翰：那就留给管理层去决定吧。
邦妮：那我要对本部门的员工交代些什么？
约翰：让他们准备一些以电视和杂志为媒介的营销活动的点子。
邦妮：好的。过几天我们应该能给你一份我们想出的点子的汇报。
Keys:
I. Watch the video episode and choose the missing words according to what you hear.
1. We still need to make some more group decisions.
2. Management says we are aiming at the18-25 group.
II. Watch the video episode again and choose the correct answers.
1. B 2. C 3. A
Video Episode 3
Script:
(John and Jack are going over the promotion plans.)
Jack: As you know, our new product is due for release next month. I think we’ve finally worked the kinks out.
John: Great. That’s vital. Quality is the focus of the ad campaign. The products must work well if they’re going to be the cash cow we want them to be.
Jack: Let’s go over our promotion plans again.
John: OK. We have six major retailers running demonstrations at most of their branches.
Jack: Good. What about print and radio?
John: We’ve taken out full-page ads in two large trade magazines. And more importantly, our press releases have been well received.
Jack: Any larger ads?
John: Yes. We’re putting the same full-page ad in the Sunday edition of three major newspapers.
Jack: Sounds perfect.
（约翰和杰克正在研究促销计划。）
杰克：正如你所知，我们的新产品预定在下个月推出。我想我们已经解决了所有琐碎的问题。
约翰：太好了。那很重要。品质是广告活动的焦点。要让这些产品如我们所想的成为摇钱树的话，就不能出乱子。
杰克：我们再看一遍我们的促销计划。
约翰：好。我们有六家主要的零售商在大部分的分店做展示。
杰克：很好，那印刷品和广播呢？
约翰：我们在两家大的商业杂志刊登了全版广告。更重要的是，我们的新闻稿已经受到了好评。
杰克：有再大一点的广告吗？
约翰：有的。我们在三大报的星期天版面放了相同的全版广告。
杰克：听起来很周全。
Keys:
I. Watch the video episode and choose the possible sentences which have the same meanings as the sentences you hear.
1. B 2. A
II. Watch the video episode again and answer the following questions.
1. Next month.
2. Six.
3. In two large trade magazines.
Speaking
Omitted.
D: Situational Viewing
Video Episode 4
Script:
(Tom is a new salesman, and his colleague Jimmy is talking with him about the actual sales status.)
Jimmy: Have you reached this month’s sales target?
Tom: No. The eye drops were only sold 15 units last week. And 88% of the consumers are young people.
Jimmy: What seems to be the problem?
Tom: I think it was my approach that wasn’t totally convincing.
Jimmy: Well, I could give you some help if you need it. I’ve been doing this job for 7 years, and never have I once not reached my sales target.
Tom: I’d really appreciate it if you could give me a few pointers.
Jimmy: Now, you are given ten minutes to make your pitch. Afterwards I can give you some advice on what you did right or wrong.
Tom: That would be good if you could do that. In addition, our price is on the high side. The price of the supplier had increased by 10% last month, so we also increased the price.
Jimmy: You can negotiate with suppliers or choose another supplier with competitive price.
Tom: Thanks a million. I really appreciate it.
（汤姆是新来的销售人员，他的同事吉米正在回答关于实际销售情况的问题。）
吉米：你达到这个月的销售目标了吗？
汤姆：没有。眼药水上周只卖了15件，其中88%的消费者是年轻人。
吉米：问题出在哪儿呢？
汤姆：我认为我的方法不能完全令人信服。
吉米：嗯，如果你需要的话，我可以给你一些帮助。我在这一行做了七年，从来没有达不到销售目标的情况。
汤姆：如果你能给我一些指点，我将感激不尽。
吉米：现在我给你十分钟进行推销宣传。然后我会给你一些建议，指出你做的哪些是对的，哪些是错的。
汤姆：你能那样做真是太好了。另外，我们的价格有点高。上个月供应商的价格提高了10%，我们的售价也有所提高。
吉米：你可以和供应商协商下或者换家价格有竞争力的供应商。
汤姆：万分感谢，真的是帮了我大忙。
Keys:
I. Watch the video episode and decide whether the following statements are true (T) or false (F).
1. F 2. T
II. Watch again and put the sentences in order according to the sequence they are mentioned.
3—2—1
Video Episode 5
Script:
(Tom is recommending products to Alex, who is a drugstore manager.)
Tom: I understand your company is in need of some new nutrition products.
Alex: Yes, we’re planning to increase our business.
Tom: Well, I might be able to help you there. The company I represent is a major provider of a wide range of high-quality nutrition products.
Alex: Oh, yeah? There are 500 more drug companies out there, and what makes your products special?
Tom: Not only do we build the products to your requirements but our after-sales service is first-class.
Alex: That sounds great. I haven’t heard that offered before.
Tom: I can say you won’t find better. Can I give you a few brochures that will further explain what we can offer?
Alex: Sure.
Tom: Well, how many products do you want? We will give you a discount if you order more.
Alex: It’s very kind of you. About 68 units.
Tom: OK. Hope you will be our long-term business partner!
（汤姆正在向药店经理亚历克斯推荐产品。）
汤姆：我获悉贵公司需要一些新的营养产品。
亚历克斯：是的，我们正计划扩大我们的业务。
汤姆：嗯，这方面也许我可以帮忙。我代表的公司是一家各种高质量营养产品的主要供应商。
亚历克斯：是吗？市面上还有500家其他的制药公司，你们的产品有何特别之处？
汤姆：我们不仅可以按照你们的要求来生产产品，而且我们的售后服务是一流的。
亚历克斯：听起来还不错，这我以前从未听说过。
汤姆：我可以说，你找不到比我们更好的了。你愿意看一些宣传册吗？里面有我们提供的服务的更详细的介绍。
亚历克斯：当然。
汤姆：请问你需要多少营养品？如果订购多的话，我们可以打折。
亚历克斯：真是太好了，大概68件。
汤姆：好的，希望你能成为我们的长期合作伙伴！
Keys:
I. Watch the video episode and choose the correct answers.
1. C 2. B 3. D
II. Watch again and decide whether the following statements are true (T) or false (F).
1. T 2. F
Video Episode 6
Script:
(Tom is talking about renewing agency agreement with his supplier, Mr. Brown.)
Tom: Mr. Brown, I’ve come again to renew our agency agreement for another 3 years.
Mr. Brown: We shall be pleased to talk the matter over with you. You’ve done very well.
Tom: I’m glad you’re satisfied with our work. We have spent a large sum of money in pushing the sales of your products.
Mr. Brown: Yes, we appreciate your efforts in pushing the sales of our Chinese herbs. We can see you are experienced in this particular line.
Tom: Thank you.
Mr. Brown: You sold around 12,000 pieces there last year. You can sell more this year according to the marketing conditions at your end.
Tom: That is the result of our hard work. Well, what annual quantity would you suggest for the new agreement then?
Mr. Brown: 15,000 pieces.
Tom: No, no. That’s too big. Let’s put it at 14,000 pieces. And we’ll try our best to sell more, of course.
Mr. Brown: All right.
Tom: Thank you, and we hope that the cooperation will be happy!
（汤姆正在和他的供应商布朗先生谈论续签代理协议的事。）
汤姆：布朗先生，我这次来是想把我们之间的代理协议再延长三年。
布朗先生：我们很高兴和你详细讨论这件事情。你们的协议完成得很漂亮。
汤姆：我很高兴你们对我们的工作表示满意。我们花了大量资金推销你们的产品。
布朗先生：是的，我们很感谢你方在推销中草药上所做的努力。看得出来你们对经营这一行很有经验。
汤姆：谢谢。
布朗先生：去年你们卖了大约12 000件，根据你们地区的市场情况，今年应该可以销售得更多。
汤姆：那是我们努力工作的结果。那你认为新协议的年销量应是多少呢？
布朗先生：15 000件。
汤姆：不行，不行。这个数量太多了，14 000件吧，当然我们会尽力多销。
布朗先生：那好吧。
汤姆：谢谢，祝我们合作愉快！
Keys:
I. Watch the video episode and choose the correct answers.
1. C 2. B 3. A
II. Watch the video episode again and answer the following questions.
1. They spent a large sum of money in pushing the sales of the products.
2. Yes. I think I am also satisfied with his work because they have a strong business ability to promote new products very well.
Speaking
Work in pairs to make up a dialogue with your partner according to the following situation.
Suppose you are Amy, a sales trainee, and you want to recommend your new product to Alex, who is a purchasing manager.
Reference:
Amy: Good morning. I’m Amy. I heard that your company is in need of some new clothes.
Alex: Yes. We are thinking of ordering some special styles of sports clothes.
Amy: I might be able to help you there. We are suppliers of sports clothes of various styles and colors.
Alex: Oh, yeah? What makes your products special?
Amy: We always keep up with the fashion so as to catch the interest of our customers. We also take orders for clothes made according to specifications.
Alex: That sounds great. If the price is reasonable, I’d like to order some for trial in our market.
Amy: Well, we will give you a discount if you order more.
Alex: Thank you. I’ll come this afternoon to sign a contract.
Amy: That’s good. See you in the afternoon.
Alex: See you.