机电专业英语U8 Reading.pptx

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1、Doosan Infracores MarketingStrategy in China 1. Get customers feedback to your company.2. Introduce your products to customers at a trade show.3. Handle customers complaints about your products.4. Discuss details of business with customers.5. Decide on marketing strategies for your company.Task 1 Th

2、e following are the daily routine work of a salesman. Arrange them in the order of time and explain.Answer: 5 2 4 3 1Task 2 Tick the qualities below that you think are most important for a great salesman and explain. hard work self-confidence insight leadership brazenfaced sense of responsibility be

3、ing astute（精明的） good luck health friendliness team spirit being efficient use of time strong will knowledgeable a large social circle ability to handle crisis and cope with difficulties ability to communicate effectively Task Task 3 3 Before reading the passage, try to answer the questions Before re

4、ading the passage, try to answer the questions about niche marketing and after-sales service.about niche marketing and after-sales service.1. Which company do you know has good marketing strategies? Can you give a marketing case?2. Why should a company offer after-sales service?ReadingReading Doosan

5、 Infracore, a manufacturer of construction equipment specializing in excavators and wheel loaders, is making inroads into the Chinese machine tool market. Since its first entry into the Chinese market in 1996, Doosan Infracore has made remarkable achievements based on its localization strategy, nich

6、e demand creation, technological innovation and nationwide sales and after-sales service network.ReadingReading To begin with, Doosan Infracore has introduced a wide range of China-oriented models in Chinese market to meet the needs of local consumers. Doosan Infracore studies Chinas natural environ

7、ment and then develops machine tools that best suit Chinese topographical conditions. While a handful of foreign manufacturers have been handling the high-end machine tools in China, Doosan Infracore specializes in low-end models to satisfy Chinas increasing demand for ordinary machine tools. Readin

8、gReading Secondly, Doosan Infracore has been staging its in-house machine tools fair in China ever since 2005 to cultivate new customers, expand the order base and support dealers sales efforts. By inviting major customers, industry association representatives and government officials to attend its

9、trade shows, Doosan Infracore takes advantage of the shows to demonstrate its latest technologies and production processes and inspire greater trust in Doosan Infracore products.ReadingReading Thirdly, technological innovation has been central to Doosan Infracores enhancement in it s competitiveness

10、 . Doosan Infracore establishes presence in China by making new technologically advanced products and reinforced its position by following an aggressive network expansion strategy. DH Series excavators are a proof of it. With remarkably increased cab comfort, better visibility, reduced whole body vi

11、brations and noise levels, DH Series excavators appeal to Chinese customers at their release. In addition to excellence in workability, durability, operator convenience and fuel efficiency, the prices are similar to those offered by other Chinese manufacturers, meaning that they are competitive both

12、 in price and product quality.ReadingReading Fourthly, Doosan Infracore has established a nationwide sales and after-sales service network in China in an effort to set up a different image. At present, the network has a total of 280 sales and after-sales service points, the largest organization of i

13、ts kind in China. The company operates a 24-hour after-sales service system, offering an 8,000-hour free after-sales service guarantee. The company has also made efforts to distinguish itself from others in the Chinese market with prompt decision-making and operational transparency and adopted thema

14、rket-sensing system intended to respond to the markets demands promptly.Paragraph 1: Doosan Infracore is 1_ the Chinese machine tool market.Paragraph 2: Doosan Infracore has introduced 2_ _ in Chinese market to meet the needs of local consumers.Paragraph 3: Doosan Infracore has been 3_ _ in China ev

15、er since 2005.Paragraph 4: 4_ has been central to Doosan Infracores enhancement in its competitiveness.Paragraph 5: Doosan Infracore has established 5_ _ in China.Task 2 The following sentences are the topic sentences of the paragraphs. Read the passage and fill in the blanks.making inroads intoa wi

16、derange of China-oriented models staging its in-housemachine tools fair Technological innovation a nationwidesales and after-sales service network1. Doosan Infracores success in Chinas market can be attributed to the following marketing strategies except _ A. the localization strategy B. a wide vari

17、ety of distribution channels C. niche demand creation D. technological innovationTask 3 Read the passage again and choose the best answer to each question.2. Doosan Infracore specializes in low-end models in China because _ A. many foreign manufacturers have been handling the high-end machine tools

18、in China B. low-end models need less money C. these are the only models they can manufacture D. there is an increasing demand for low-end models in China3. Doosan Infracore stages in-house machine tools fair in China in order to _ A. cultivate new customers B. enlarge the order base C. support deale

19、rs sales activities D. all of the above4. Which of the following is NOT the reason for DH Series being accepted by Chinese customers? A. Increased cabin comfort. B. Fuel economy. C. Decreased whole body vibrations and noise levels. D. Medium price.5. Which of the following is NOT true about Doosan I

20、nfracores sales and after-sales service network? A. The network helps Doosan Infracore to set up a different image. B. The network is the largest organization of its kind in China. C. The after-sales service is only available in the daytime. D. The customers can enjoy an 8,000-hour free after-sales

21、service.Task 4 Discuss with your classmates about Doosan Infracores marketing strategies mentioned in the passage. Can you contribute one more marketing strategy to the company?Vocabulary and StructureTask 5 Write out the words in Reading A or Reading B according to their meanings in the right colum

22、n. The first letters are already given.h_ to deal with, manage or control (people, a situation, a machine, etc.)s_ to arrange for something to take placec_ to acquire or develop a relationshipp_ acting without delayd_ to show something to an interested audiencei_ to fill somebody with thoughts, feelings or aimsr_ to make strongerh_ to pause before saying or doing something because you are not sureandletageultivateromptemonstrate nspireeinforceesitateTHANK YOU