专业英语-9汽车营销.ppt

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1、专业英英语-9汽汽车营销Task Six Auto MarketingObjectives1.Toknowaboutautomarketing.2.Tolearnhowtobuyacar.3.Tolearnhowtobecomeagoodcarsalesman.4.Tolearnhowtocompleteacarsaleadvertisement.Back Next ()1.Leadingintheera,anddrivingtowardsthefuture.()2.Therelentlesspursuitofperfection.()3.Wecantforgeaheadbystickingt

2、oexistingroads.()4.Poetryinmotiondancingclosetome.()5.Theartoflife,exclusivelyforyou.a.追求完美，永无止境。b.生活艺术，唯你独尊。c.动态的诗，向我舞近。d.开拓进取，勇于创新。e.领导时代，驾驭未来。1PartWarmupCarbrandsadslogansBack Next eadcb()1.Engineeredtomovethehumanspirit.(Mercedes-Benz)()2.FortheRoadAhead.(Honda)f.康庄大道。（本田）g.人类精神的动力。（梅塞德斯-奔驰）1Bac

3、k Next gfPartWarmupCarbrandsadslogans1PartWarmupMarketingmethod1._2._3._blogmarketing博客营销advertisementmarketing广告营销Leafletmarketing传单营销Back Next 14._5._6._Telephonemarketing电话营销Exhibitionmarketing展览营销Internet/onlinemarketing网络营销PartWarmupMarketingmethodnGrasp the useful words and phrasesnSunroof天窗nL

4、eatherseats真皮座椅nContract合同nCreditcard信用卡nInterest利息nDownpayment首付nDiscount折扣PartListeningandspeakingBack Next n4Sshopautomarketmodelistheproductoffiercecompetition.Asthemarketmatures,usersofconsumerpsychologyisgraduallymature,thediversificationofuserneeds,onproducts,services,requirementsgettinghighe

5、randhigher,morestrictly,theoriginalsalesagentsystemcannotmeetthemarketdemandwiththeuser.PartReadingPassageOneAuto4SShopBack Next nAuto4sshopmeansthefourfunctionsintoonevehicleservicecompany,includingvehiclesales(Sale),after-salesservice(Service),spareparts(Sparepart)andinformationfeedback(Survey).Pa

6、rtReadingPassageOneAuto4SShopBack Next nsales(Sale)销售nafter-sales service(Service)服务nspare parts(Sparepart)配件ninformation feedback(Survey)信息反馈n4SshopnIngeneral,4SstorebrandsadoptaregionaldistributioninarelativelyequidistanttooneorseveralstoresPartReadingPassageOneAuto4SShopBack Next ninaccordancewit

7、hthemanufactureroftheuniformconstructionofthedesignrequirementsbothinsideandoutsidetheshop,ahugeinvestment,oftenmillionsoreventensofmillions,luxurystyle.nNomatterwhatthenatureofyourbusiness,ifyoufailtokeepyourcustomershappyyouwillnotbeinbusinessverylong.Keepingcustomershappyoverthelongrunrequiresagr

8、eatdealoftimeanddedication,buttherewardscanbequitesubstantial.Back Next PartReadingPassageTwoHowtoprovideafter-salesservice&makecustomershappynMakingtheinitialsaleisonlythestartingpoint.Inordertobesuccessful,yourfirmmustservethecustomersneedsafterthesaleaswell.Back Next PartReadingPassageTwoHowtopro

9、videafter-salesservice&makecustomershappynCustomercaren客户关怀nKeepdetailedrecordsofeverysaleandeverycustomerinteraction.Withoutthisdetailedinformationitwillbeimpossibleforyoursalesstaffandyourexecutiveteamtofollowupwithcustomerstomakesuretheyarehappywiththeirpurchases.Back Next PartReadingPassageTwoHo

10、wtoprovideafter-salesservice&makecustomershappynSendapersonalthankyounotetoeachcustomer.Thissimplegesturecangoalongwaytowardfosteringgoodwillandencouragingrepeatbusiness.Back Next PartReadingPassageTwoHowtoprovideafter-salesservice&makecustomershappynContactcustomerswithinafewweeksoftheirpurchasesan

11、daskiftheyhaveanyquestionsabouttheproduct.Askifthecustomerishappywiththepurchase,andifnot,whatcanbedonetomakethingsright.Back Next PartReadingPassageTwoHowtoprovideafter-salesservice&makecustomershappynTakingaproactiveapproachtocustomerserviceisveryimportant.Inadditiontogainingcustomerloyalty,youcan

12、getanearlywarningaboutanyqualityproblemswithyourproducts.Back Next PartReadingPassageTwoHowtoprovideafter-salesservice&makecustomershappynIfyounotethataparticularproducthasahighnumberofcustomercomplaints,youcantakeproactivemeasurestoresolvethoseissuesbeforemoreproductshitthestreet.Back Next PartRead

13、ingPassageTwoHowtoprovideafter-salesservice&makecustomershappynSendeachofyourcustomersspecialoffersfromtimetotime.Offeringafreeproductwithpurchase,orapercentageoffforreferringanewcustomer,isagreatwaytorewardcustomerloyaltyandbuildyourbusiness.Back Next PartReadingPassageTwoHowtoprovideafter-salesser

14、vice&makecustomershappynResolveanycomplaintspromptly,andgiveeachcomplaintyourcompleteattention.Ittakesmoretimeandmoneytoacquireanewcustomerthanitdoestoretainanexistingone.Back Next PartReadingPassageTwoHowtoprovideafter-salesservice&makecustomershappyn(1)Keepdetailed_ofeverysaleandeverycustomerinter

15、action.n(2)Senda_ntoeachcustomer.n(3)_withinafewweeksoftheirpurchasesandaskiftheyhaveanyquestionsabouttheproduct.recordsapersonalthankyounoteContactcustomersBack Next PartReadingPassageTwoExercisesn(4)Offeringafreeproductwithpurchase,ora_forreferringanewcustomer,isagreatwaytorewardcustomerloyaltyand

16、buildyourbusiness.n(5)Resolveanycomplaintspromptly,andgiveeachcomplaintyour_.apercentageoffcompleteattentionBack Next PartReadingPassageTwoExercisesnAnswer the following questions.nHowtomakecustomershappyaccordingtothepassage?Back Next PartReadingPassageTwoExercisesnSellingcarsisagoodcareerfitforman

17、ypeople.Aswithmanyprofessions,sellingcarsinvolvesacombinationoftalent,peopleskills,andaptitude.Ifyouthinkyouhavethatkindofpersonality,youcandoafewthingstoprepareyourselfforsuccess.Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannInstructions:nAssess your sales skills.nItsimportanttohavet

18、heabilitytolistenandpickuponsubtleverbalcues,aswellasobservebodylanguage.Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannObserve the sales techniques and approaches of other salespeople.nAskquestionsthatrequiresomethingmorethanaone-wordresponse.Themoreyoucandrawoutacustomeraboutwhathere

19、allywantsinacar,theeasieritwillbetopersuadehimtoacceptthemakesandmodelsyourecommend.PartReadingPassageThreeHowtobecomeagoodcarsalesmanBack Next Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannDraw outn取出，拉出n引（某人）讲话或回答，使说出（某事），诱使（某人）吐露真情nUnderstand the financial limits of your client.Ift

20、heindividualmentionsshecanaffordtospendonlyacertainamountofmoney,usethatasyourstartingpoint.Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannTakingheratherwordandbeginningintherangeshementionswillhelpstrengthentheconnectionbetweensalespersonandcustomer,whomaywillinglyconcedetobeingableto

21、affordtopayalittlemore.Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannKnow your inventory thoroughly.nItisnecessarytobefamiliarwitheachmakeandmodel,currentlevelofquality,andpriceofvehicleonthelot.Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannBeingabletoquicklymatchacusto

22、merwithoneormoreoptionsinvehicleswillincreasethechancesofmakingasale.Back Next PartReadingPassageThreeHowtobecomeagoodcarsalesmannLook for the right opportunity to close the deal.nTherightwordorthementionofanaddedbenefitwillusuallymovethecustomerfromlookingaroundtomakingacommitment.Back Next PartRea

23、dingPassageThreeHowtobecomeagoodcarsalesman1.Sellingcarsisagoodcareerfitformanypeople._2.Themoreyoucandrawoutacustomeraboutwhathereallywantsinacar,theeasieritwillbetopersuadehimtoacceptthemakesandmodelsyourecommend._6Translate the following sentences into Chinese.汽车销售是一种很多人都适合的职业。你对顾客的真正购车需求了解得越多，就越

24、容易促使他接受你推荐的品牌和型号。Back Next PartReadingPassageThreeExercises3.Itisnecessarytobefamiliarwitheachmakeandmodel,currentlevelofquality,andpriceofvehicleonthelot._6Translate the following sentences into Chinese.你需要熟悉每一款汽车的品牌和型号，以及它们的质量和当前价格水平。Back Next PartReadingPassageThreeExercisesnBoostyourprofitwhense

25、llingacarbyhandlingthetransactiononyourown.Itiscrucialtoadvertisethecareffectivelyinordertosolicitinterestfrombuyers.Back Next PartReadingPassageFourHowtogiveagooddescriptionofacarforsalenAnadvertisementshouldincludeathoughtful,enticingdescriptionofthevehicle.Agooddescriptioncanbethelureyouneedtoree

26、linabuyer.Back Next PartReadingPassageFourHowtogiveagooddescriptionofacarforsalenPlacetheimportantdetailsinthefirstpartoftheadtograbthereadersattention.Mostpeoplewillscanthefirstfewwordsandthenmoveontothenextadiftheyarenotimmediatelyintrigued.Back Next PartReadingPassageFourHowtogiveagooddescription

27、ofacarforsalenUsekeywordsthatdescribethecaryouaresellingaswellasgoodwordsthattendtogenerateinterestintodaysmarket.Examplesincludefuelefficient,GPSsystem,onlyoneownerandkeptincoveredparking.Makesureyoutouchonthesedescriptivephraseswhendescribingthecar.Back Next PartReadingPassageFourHowtogiveagooddes

28、criptionofacarforsalenListfactoryupgradesthatthesimilarmodelsmaynothave.Letthebuyerknowthatthevehiclehasatowingpackageorsunroof.Alltheextrasmaybeenoughtogiveyouanadvantageoverothermodelsonthemarket.Back Next PartReadingPassageFourHowtogiveagooddescriptionofacarforsalenListimportantafter-marketupgrad

29、esthatmakethecarmoreappealingandunique,suchasanewstereo,upgradedaudiospeakersoranewsecuritysystem.Includemechanicalandengineupgradesaswell.Back Next PartReadingPassageFourHowtogiveagooddescriptionofacarforsalenAppealtothebuyerslifestyleoroccupation.Usingexamplessuchasgoodworktruck,idealfamilycarorfu

30、el-efficientcarforacommutercanremindthebuyerthatyourcarwillfittheirneeds.Back Next PartReadingPassageFourHowtogiveagooddescriptionofacarforsalenIncludeallrecentreplacementsmadetothecarsuchasanewbattery,tiresortransmission.Thenewcomponentswillappealtothebuyer.Thisalsosignalsthatyougaveproperattention

31、toroutinemaintenanceaddinglongevitytothevehicleforsale.Back Next PartReadingPassageFourHowtogiveagooddescriptionofacarforsalenTranslate the following sentences into Chinese.n1.Placetheimportantdetailsinthefirstpartoftheadtograbthereadersattention.n2.Usekeywordsthatdescribethecaryouaresellingaswellas

32、goodwordsthattendtogenerateinterestintodaysmarket.Back Next PartReadingPassageFourExercisesn3.Listfactoryupgradesthatthesimilarmodelsmaynothave.n4.Listimportantafter-marketupgradesthatmakethecarmoreappealingandunique,suchasanewstereo,upgradedaudiospeakersoranewsecuritysystem.Back Next PartReadingPas

33、sageFourExercisesn5.Appealtothebuyerslifestyleoroccupation.n6.Includeallrecentreplacementsmadetothecarsuchasanewbattery,tiresortransmission.Back Next PartReadingPassageFourExercisesnWhenfillingouttheusedcaradvertisement,behonest,describethecaraccurately,andkeepitshort.nGivethecarsyear,makeandmodel.n

34、Notethecarscurrentmileage.Back Next PartReadingPassageFiveHowtowriteaneffectiveusedcaradnDescribethecarsconditioninawordortwo.Reliableindicatesexactlythat;cleanmeansnodentsandgoodinterior;Runningprojectormechanicsspecialmeansitneedsrestorationbuthaspotential.Back Next PartReadingPassageFiveHowtowrit

35、eaneffectiveusedcaradnbeatermeansajalopyreliableforneighborhooddriving;Beautifulmeansexceptionallycleanandappealing.Becreativebutclear.Back Next PartReadingPassageFiveHowtowriteaneffectiveusedcaradnStateifthecarhasalwaysbeengaraged.nIdentifyrecentrepairsoroverhauls:newclutch,6,000milesonrebuiltengin

36、e,newtires,tune-upevery3,000miles.Back Next PartReadingPassageFiveHowtowriteaneffectiveusedcaradnIdentifyanycosmeticdetails（饰件细节）,negativeorpositive:nodents（刮痕）,dentinleftfrontfender,newpaint,upholstery（坐垫）worn,newredpaint.nIfyouarethefirstorsecondowner,statethat.nStatecolor.nStateanyinterestingdeta

37、ilsthatmightdriveuptheprice:convertible（敞篷）,roomy（空间大）,rare（罕见）.Back Next PartReadingPassageFiveHowtowriteaneffectiveusedcaradnNameaprice.Ifthepriceisnegotiable,add“b/o,”meaning“orbestoffer.最低报价nIfyoudonotwanttobargain议价,addfirm,asin$1,800firm.nGiveaphonenumberwhereyoucanbereachedandatimewhenyouwill

38、bethere.PartReadingPassageFiveHowtowriteaneffectiveusedcaradBack Next nTips&WarningsnDontunderstate少报damageoroverstate夸张positives.Heightenedexpectations期望值meanalowerfinalsaleprice.Back Next PartReadingPassageFiveHowtowriteaneffectiveusedcaradnIfyouhaveanythingmajortodeclareaboutthecar,suchastheneedf

39、oranewtransmission,saythatinthead.Itsgoingtocomeout,soitmightaswellscreenoutthoseforwhomitsadealbreakerupfront.Back Next PartReadingPassageFiveHowtowriteaneffectiveusedcaradnWrite an advertisement for a used car.nTheadshouldincludethecarsmake,model,price,transmission,andfeatures.Asampleisprovidedbel

40、owforyourreference.PartReadingPassageFiveExercisesBack Next 2012 Audi A4Make:Audi Model:A4Year:2012Condition:Brand newCategory:SedanMileage:11,875 MilesTransmission:AutomaticColor:Gray Doors:4Price:$33,000Location:WeifangPhone:(0536)8384677Features:Air Conditioning Air Bags/Front Air Bags/Side Alarm

41、 Anti-lock Brakes Power Locks Power Windows Stereo System Sunroof Back Next PartReadingPassageFiveExercisesnEffectiveautorepairmarketingisallaboutcontactwiththecustomer.Ifyouunderstandthisbasicprincipleyouwillbewildlysuccessful.Ifyoudontyoullbecontinuallystrugglingtofindnewcustomers.PartMaintenancea

42、ndrepairCustomercontactBack Next nAsauto4sshopownersorsalesmen,theywillalwaysaskasamequestion,thatis，howtofindnewcustomers.PartMaintenanceandrepairCustomercontactBack Next nThetricktogettingboatloadsofnew,highlyprofitablecustomersistomaintainconstant,regular,personalcontactwithyourexistingcustomers.

43、nTalkaboutyourkids,yourpets,yourvacation(aslongasitsnottooextravagant)oryourhobbies.Justacoupleofsentencesorashortparagraphwilldo.PartMaintenanceandrepairCustomercontactBack Next nThisisthesimplestautomarketingway.Itsnotasexcitingassomefancyad,butitworks.Notonlydoesitwork,itworksbetterthananyotherma

44、rketingtoolifitsdoneproperlyandconsistently.PartMaintenanceandrepairCustomercontactBack Next Back Next nFollowupcallsareoneofthosethingsthateverybodytalksaboutandfewpeopledo.PartMaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomersBack Next nThereareusuallythreereasonswhyshopownersandse

45、rvicewritersdontdofollowupcalls.nThefirstreasonisfear.Theyareafraidthecustomerisgoingtobeunhappyandangryatthem.nThesecondreasonislackoforganization.Therearenosystemsinplacetomakesureithappens.nAndthethirdreasonispoorgoalsetting.PartMaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomersBa

46、ck Next nTheeasiestwaytoovercomefearispractice.nAnotherantidoteforfearisagoodscript.PartMaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomersBack Next n“Hi,(customername)thisisDaveatDavesAutoRepairandIwasjustcallingtomakesureeverythingwasgoodwiththeserviceyoujusthaddone.IsthereanythingI

47、couldhavedonebetter?nGreat!Thereissomethingyoucandoforme.Foreachfriendorco-workeryousendtome,Illgiveyouafreeoilchangeasmywayofsayingthankyou.Wouldyoubewillingtodothatforme?nGreat!”PartMaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomersBack Next nThenextchallengeislackoforganization.Th

48、erearetwowaystoovercomethis,technologicallyor“oldschool”.PartMaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcustomersBack Next nIfyouaregoingtousetechnologythensimplysetupremindersinyourpointofsalesystemtotriggeracallthreetofivedaysafterthecustomercashesout.PartMaintenanceandrepairThreeeas

49、ystepstooutrageouslysatisfiedcustomersBack Next nIfyouwanttogooldschoolthengototheofficesupplystoreandgetoneofthosethatarenumbered1-31.Makeacopyoftheworkorderafteryoucashthecustomeroutandputitinthenumberforthedateofthemonththatisthreetofivedaysaway.PartMaintenanceandrepairThreeeasystepstooutrageousl

50、ysatisfiedcustomersBack Next nThefinalchallengeispoorgoalsetting.Manyownersorservicewriterssetagoalto“callsomecustomers”or“dosomefollowupcalls”.Thosegoalsaretoovagueandweak.nCallthreesatisfiedcustomerseveryday.Nottwo,notfourexactlythree.PartMaintenanceandrepairThreeeasystepstooutrageouslysatisfiedcu