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1、Unit 3 Building relationship Warmer relationship l family, colleagues, boss, friends, clubs the individual belongs to,Business-to-business relationship l Partner: supplier, distributor E-marketplace on the internet l Warmer Relationship networks l Stakeholder theory holds that society is made up of
2、a web of relationships, and that each member of this arrangement had its stake of interests and of responsibilities. In a company, the interested parties are its :l Owners(shareholders)l managersl employees l suppliers l distributorsl customers Warmer l How companies keep customersIt is very importa
3、nt to find out what the customer thinks of the service or product that the company offer. You can find out what customers think through: l face to face interviewsl or on the telephone, l or written questionnaires l know each other well l talk to each other regularly l visit them frequently l small g
4、ift on special occasions (birth day, womans day) Understand quotation A relationship is like a shark, you know. It has to constantly move forward or it dies. -Woody Allen, American film-makers and actorShark: 鯊 魚 密 度 比 水 稍 大 ， 也 就 是 說(shuō) ， 如 果 它 們 不 積 極 游 動(dòng) ， 就 會(huì) 沉 到海 底 。 它 們 游 得 很 快 ， 在 水 中 ， 大 白 鯊 可
5、以 以 4 3 千 米 的 時(shí) 速 穿 梭 ， 但它 們 只 能 在 短 時(shí) 間 內(nèi) 保 持 高 速 。 Warmer l Woody Allen (born Allan Stewart Konigsberg; December 1 , 1 9 3 5 ) is an American screenwriter, director, actor, comedian, jazz musician, author and playwright.l Allens distinctive films, which run the gamut from dramas to screwball sex c
6、omedies, have made him a notable American director. He is also distinguished by his rapid rate of production and his very large body of work.1 Allen writes and directs his movies and has also acted in the majority of them. For inspiration, Allen draws heavily on literature, sexuality, philosophy, ps
7、ychology, Jewish identity, and the history of cinema, among a wealth of other fields of interest. Warmer Vocabulary: describing relationsPositive meaning l Build up relationsl Cementl Developl Encouragel Establishl Improvel Maintainl Promotel Restorel Resume l Strengthen Vocabulary: describing relat
8、ionsNegative meaning l Break off relationsl Cloudl Cut offl Disrupt l Impairl Jeopardizel Severl Sourl Spoil Vocabulary: describing relationsl1 e 2 d 3 b 4 a 5 eGet Ss to talk about relations betweenlTheir country and another countrylTheir company and its customerslTheir department and the rest of t
9、he company they work for lTwo well-known celebrities or politicians. Listening: Ways of entering marketslTask A Get Ss to say whether their predications were correct or not.China: 1 , 2 , 5 Latin America: 2 , 3 , 6 Reading: Relationship marketinglBrief introduction about Rank Xerox and Dominos Pizza
10、, Inc.lRank Xerox was formed in 1 9 5 6 as a joint venture between the Xerox Corporation of U.S. and the Rank Organisation of UK, to manufacture and market Xerox equipment initially in Europe and later in Africa and Asia. A further joint venture between Rank Xerox and Modi Group in India formed Modi
11、 Xerox (now Xerox India) to manufacture and sell Xerox equipment in the Indian subcontinent. Reading: Relationship marketingl 網(wǎng) 絡(luò) 上 xerox 的 定 義 l 施 樂(lè) 公 司 （ Xerox， ） ， 又 稱 為 全 錄 （ 臺(tái) 灣 ） ， 是一 家 美 國(guó) 文 案 管 理 、 處 理 技 術(shù) 公 司 ， 產(chǎn) 品 包 括 打印 機(jī) 、 復(fù) 印 機(jī) 、 數(shù) 字 印 刷 設(shè) 備 以 及 相 關(guān) 的 服 務(wù) 和耗 材 供 應(yīng) 。 施 樂(lè) 公 司 的 總 部 位 于 美
12、國(guó) 康 涅 狄 格 州費(fèi) 爾 菲 爾 德 縣 （ 于 2 0 0 7 年 1 0 月 由 費(fèi) 爾 菲 爾 德 縣 搬過(guò) 來(lái) ） 。 紐 約 州 羅 切 斯 特 是 施 樂(lè) 公 司 的 誕 生 地 ，現(xiàn) 在 仍 是 施 樂(lè) 公 司 最 主 要 的 辦 公 地 點(diǎn) 。lzh.wikipedia.org/wiki/Xerox - Reading: Relationship marketingl Dominos Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation headquartered in Ann Arbo
13、r, Michigan, United States. Founded in 1 9 6 0 , Dominos is the second-largest pizza chain in the United States.1 Dominos currently has nearly 9 ,0 0 0 corporate and franchised stores2 in 6 0 international markets3 and all 5 0 U.S. states. Dominos Pizza was sold to Bain Capital in 1 9 9 8 and went p
14、ublic in 2 0 0 4 . Dominos menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheesesticks, and a variety of dessert items. Reading: Relationship marketing Reading: Relationship marketingl Task B Ask for answers to the questions. 1 A 5 % decrease in the
15、number of defecting customers led to profit increases of between 2 5 % and 8 5 %. Dominos Pizzas estimates that a regular customer is worth more than $ 5 ,0 0 0 over ten years.2 Established customers 1 )tend to buy more2 )Are predictable and 3 )Usually cost less to service than new customers4 )Furth
16、ermore, they tend to be less price sensitive, and Reading: Relationship marketing5 )May provide free word-of-mouth advertising and referrals.6 )Retaining customers to enter a market or increase their share of a market. l The article also mentions, as its main theme, that keeping customers leads to i
17、ncreased profitability.3 Prospect Customer Client Supporter Advocate Reading: Relationship marketinglTask CHumdrum b) Defecting a)Nurturing b)Correlation a) Customer retention b) Reading: Relationship marketinglTask D1 c 2 a 3 b 4 e 5 d lTask E If the Ss need prompting, you could mention:l-special o
18、ffers offered by many types of organisations and retailers.l-loyalty cards with supermarkets l-frequent flier programmers with airlinesl-free minutes with mobile phone companies. Language review: Multi-word verbsl Task A F c b d g j h e a i l Task B 1 get on (really well)2 count on 3 build up4 hold
19、on to5 put it off 6 sounded out 7 let (us) down8 set up9 draw up1 0 call it off Language review: Multi-word verbsl Task C 1 well have to call the meeting off tomorrow/ well have to call off the meeting tomorrow.2 Lets put off the presentation until next week.3 We know our suppliers will never let us
20、 down./ we can count on our suppliers to meet their deadlines.4 We have now set up a first class distribution network in Europe.5 Could you please draw up a contract as soon as possible./ Could you please draw a contract up as soon as possible.6 Could you set up a meeting with them for next year./ C
21、ould you set up as soon as 7 Weve held on to the same market share that we had last year. 8 The new sales manager gets on very well with his team. Language review: Multi-word verbsGet SS to discuss the following questions1 how can businesses build up market share?2 how can companies hold on to their
22、 most valued employees?3 what preparation should be made before setting up a meeting with an important potential customer? Language review: Multi-word verbslPossible answers for question 1 Of course, before companies can build up market share, they have to get into the market in the first place. The
23、y have to find out about how the market works, how distribution is set up and so on. When they have put together enough information, they can set out to attract the market, perhaps starting off in just a small area to begin with. They may try to set themselves apart from competitors by offering a pr
24、oduct with special features, or they may compete on price. Skills: networkingl Task A 1 a) false b) true 2 a) false b) false3 a) true b) false 4 a) false b) truel Task B 1 valentin Perez(A) wants advice on franchising contracts. A friend has given him the name of the person that he calls, saying tha
25、t they might be able to help. B (whose name we do not learn) is unable to help, but gives Valentin Perez the name of someone who might be able to: Stephanie Grant.2 The call is successful in the sense that Valentin Perez gets Stephanie Grants name. Skills: networkingl Task C 1 I hope you dont mind m
26、e phoning. Silvana said it would probably be ok.2 Is it a convenient time to ring or could i call you back at a better time?3 Silvana mentioned that you might be able to advise me on franchising contracts.4 Mmm, I dont know. I could maybe give you a little help, but i know someone whos an expert in
27、that area.5 You havent got her phone number by any chance?6 Can i mention you name when i call her? Case study: Getting to know youl Background information:l company Kimsoongl activity Car manufacturerl Based in Korea, European HQ near Parisl structure Retail franchises in most European countries, a
28、lso tyre-and exhaust-fitting servicesl Special features of the companyReliability at low prices Basic models include many features that are usually options Environmentally aware Social conscience -makes donations to environmental groups -Eco-car under development Internet resources: lCRM Event is a
29、website that provides news, articles and events on customer relationship management.lVisit People Power for a list of tips on how to get the most out of networking events. 模 板 的 使 用l 配 色 方 案 修 改 ：n 配 色 方 案 在 【 格 式 】 -【 幻 燈 片 設(shè) 計(jì) 】 -【 配 色 方 案 】 -【 編 輯 配 色方 案 】 下 調(diào) 整 。l LOGO的 添 加 ：n Logo添 加 修 改 在 【 視 圖 】 -【 母 版 】 -【 幻 燈 片 母 版 】 下 調(diào) 整 。 直 接選 擇 logo圖 片 刪 除 或 修 改 。l 字 體 格 式 的 設(shè) 置 ： n 括 標(biāo) 題 和 文 本 格 式 的 設(shè) 置 在 【 視 圖 】 -【 母 版 】 -【 幻 燈 片 母 版 】 下調(diào) 整 。 銳 得 精 品 幻 演 天 下 更多精品模板請(qǐng)登陸銳得PPT模板商城
商務(wù)英語(yǔ)4 Unit 3.building relationship
