口语教程4整套课件完整版教学教程最全电子讲义教案.pptx

1、口语教程4（实践篇）01Job Descriptions02Orientation Programs03Professional Communication04Job Appraisal05Career PathCONTENTUnit 1 Customer Service:Starting with “How Are You Doing?”大连理工大学出版社口语教程4（实践篇）总主编戴炜栋主编夏洋闫施宇许娜王洋审校美Sean Patrick Mulhem01Job Descriptions02Orientation Programs03Professional Communication04J

2、ob Appraisal05Career PathCONTENTUnit 2 Mobile Marketing:A Cross-Border Digital JourneyLearning ObjectivesUnit 2In this unit,we will be able to:know about the basic requirements and job responsibilities for a marketing operation specialist;have an understanding of marketing tools;grasp professional t

3、echniques and communication tips by means of marketing cases;simulate certain workplace communications and handle different situations related to mobile marketing;learn to assess working efficiency and effectiveness in marketing performance;think about marketing development and its relevant strategi

4、es.IntroductionUnit 2“The great influence of Steve Jobs has been a return which has transformed 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,d

5、riven largely by the ever-increasing adoption and use of smartphones and tablets.The use 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!Recall one of your experiences in mobile shop

6、ping,including the communication between you and the seller,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?_ cross-border a.ideas designed to increase the sales of a product or service_ upload b.the

7、 execution of 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.

8、at fairly regular intervals_ items j.between or among nationsKey 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 update the artwork of the products that hav

9、e 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 set up plans for exclusive promotions online,se

10、lect 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 CommissionerRequirements:Fast learner and quick hands,capable of working under pressure,good teamwork spirit；Good communication in both

11、English and Chinese;French base is preferred;Experience in cross-border experience is preferred;Prepare an oral self-introduction within no more than 3 minutes based on theresponsibilities and qualifications in the ad.The outline below may be of some help.Name,major and university.What I think of th

12、e job responsibilities Why I qualify for the job.Individual Work Chained Class ActivitiesWork in pairs.Simulate an interview between an employer and an interviewee.Besides the prepared introduction,some questions could be an important part of asmooth interview.Examples:Have you ever had cross-border

13、 buying experience?What do you think is one of the critical responsibilities for this job?What promotion campaigns have you encountered before?What advantages and disadvantages does mobile marketing have?.Pair WorkWork in groups of four.After job interviews,two pairs form a group and givefeedback on

14、 the two interviewees.Complete the feedback table belowtogether and choose one group member to present your interview outcome.Group WorkThe 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:qua

15、lity,attributes,target markets and potential competition;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-medi

16、a project.You are responsible for marketing a new typeof shampoo,and you are going to identify which platform you will use for your marketing.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 Marketi

17、ng Mix“4Ps”;4.Evaluate your marketing plan with SWOT.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.question wording,sequencing,response ch

18、oice 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.Requirements:1.Work in groups of four;2.Conduct an oral survey with your partn

19、ers,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.Situation:We are involved in marketing every day as marketers and consumers.Marketing planning is a process that leads to an understan

20、ding 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 marketing plan.Template:Practice:Requirements:1.The class chooses one brand from one product;2.Divide the cla

21、ss into four teams:Social Media team,Advertising team,Promotion Campaign team and Brand Marketing team;3.Each team is responsible for one marketing 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 inv

22、olvement.4.Every team will orally present their outcome after discussion and preparation.Situation:Hilton Hotel is well-known for understanding its customers well and having informationat their fingertips,and often engages in social listening to determine customers specificneeds.So,learning to liste

23、n to customers needs is critical to marketing.Template:Listening to customers needs involves:customers experiences customers expectations level of customer satisfaction improvements to be madePractice:Work in groups of five.Simulate a free talk between two marketing specialists from abranded hotel a

24、nd three valued customers.Inquire about the customers specific needs inaccommodation.Your talk could involve issues in the template.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,custome

25、rs are allirritated by the mass of junk mail every day.Template:Practice: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 disadvant

26、ages of direct mail;3.The party that contributes more pieces of effective evidence will win the debate.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

27、of marketing that engages with an audience via a mobile phone ordevice.Template:Using the N.O.T.E.framework to get mobile marketing started.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 promoti

28、on.Requirements:1.Six 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

29、 plan that satisfiesthem most.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.Template:Mr.Praveen Sahai joined AFRO-INDIA Insurance Co.as Branch M

30、anager-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 not value client or cu

31、stomer 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 executives working at AFRO-INDIA mis

32、erable.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.Practice:Requirements:1.Work on the case in pairs;2.Point out

33、problems in marketing behavior and come up with relevant solutions.*The five Rs of relationship marketing may be helpful for making improvements.Step 1:Work in groups of four;Step 2:Discuss and balance advantages and disadvantages of the four most commonly used survey tools;Step 3:Choose one of the

34、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 marketing surveys.Customer satisfaction is one of the main sou

35、rces 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 havedifferent levels of satisfaction.The approaches can be through phone calls,online surveys,or onl

36、ine feedback.The table below compares the advantages and disadvantages ofU-Globes four most commonly used survey tools.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

37、 produce endless streams of information about contacts.However,data 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.Bui

38、ld Brand:Strengthen brand awareness and audience reach.Generate 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

39、 this.The monthly data has been collected and filled in the card.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 found t

40、hat 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.As for job perspectives for marketing,bra

41、nd 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 that tell you what customers value,to what extent your b

42、rand delivers it,and which levers you can pull to improve your performance.Group ProjectRequirements:1.Work in groups of four;2.Create a new brand,involving its name,logo,slogan,etc.;3.Make a brief oral description of your new brand within no less than 120 words;4.Videotape an advertisement within n

43、o more than 90 seconds.The following examples of great brands could be taken as references.Examples of Great Brands大连理工大学出版社口语教程4（实践篇）总主编戴炜栋主编夏洋闫施宇许娜王洋审校美Sean Patrick Mulhem01Job Descriptions02Orientation Programs03Professional Communication04Job Appraisal05Career PathCONTENTUnit 3 Foreign-Oriented

44、Secretaries:Assistants Behind the ScenesLearning ObjectivesUnit 3In this unit,we will be able to:know about the duties and responsibilities of a foreignoriented secretary;have an understanding of the abilities and qualifications a secretary should possess;grasp professional techniques and communicat

45、ion 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 an individual development plan as a foreignoriented secretary.IntroductionUnit 3A secret

46、ary is a person whose work consists of supporting management,including executives,using a variety of project management,communication,or organizational skills.With the development of economic globalization,interaction between China and other countries is becoming increasingly frequent.Thus,there is

47、an increasing demand for foreign-oriented secretaries,who engage in foreign-related work and play a pivotal role in foreign trade and business.What websites or apps are of great help for our job-hunting?_ What does a job advertisement consist of?_ confidential a.exchange letters_ provisional b.neces

48、sary and important,using few words_ submit c.a list of items to be discussed at a meeting_ correspond d.officially tell somebody about something_ concise e.showing concern for the feelings of others_ consult f.exhibiting politeness_ considerate g.arranged for the present time only_ courteous h.(of i

49、nformation)given in secret_ delegate i.go to somebody for information or advice_ agenda j.choose somebody to do somethingOverall DutiesRelieving the executive of various administrative details;Maintaining effective office procedures and efficient work flow;Implementing policies and procedures;Establ

50、ishing and maintaining harmonious working relationships with people.SecretaryOther Duties:Making appointments for the executive;Receiving and assisting visitors and telephone callers;Arranging the executives business itineraries and travel requirements;Using initiative to accomplish other jobs;Takin