熟讀2分鐘
One of the salesman's tasks is convincing the customers to buy his product by introducing its quality and utility.
The HR manager has a number of tactics to attract, motivate and keep talents for the firm.
To enlarge their market share, they take painstaking effort to convert potential customers into real buyers.
銷售員的任務(wù)之一是介紹產(chǎn)品的質(zhì)量和效用從而勸服顧客購買產(chǎn)品。
人力資源經(jīng)理有很多策略來吸引、激勵和留住人才。
為了增大市場份額，他們努力把潛在顧客轉(zhuǎn)化為實際購買者。
一邊聽一邊練
A: Do you have a marketing plan for our new computers?
B: Yes, I do. After going through our analysis, I think we're in good shape. One of our main strengths is the quality of our computers, and there is a good market opportunity for the novelty of a design.
A: I assume we don't need to worry about creating a need, with information society almost here.
B: Right. As for the marketing mix, we'll price in 10% higher than before. It'll be introduced in selected places across the country starting next month. The main promotion will be through advertising, using a“pull”strategy, of course. We haven't finally decided our ads yet, so I'll have to let you know. Can we meet again next week?
A: Sure. Let me cheek… how about Friday morning at 10:00 a.m.?
B: Uh, let me see, okay with me.
A:你對我們新電腦有什么營銷計劃嗎？
B:是的，我有。經(jīng)過分析，我認為我們的經(jīng)營狀況很好。我們的主要優(yōu)勢之一是我們產(chǎn)品的質(zhì)量，并且創(chuàng)新產(chǎn)品在市場上有很大商機。
A:我想現(xiàn)在是信息社會，我們不用再為創(chuàng)造需求而擔心。
B:對。至于說營銷組合，我們的定價將比以前的產(chǎn)品貴10%。下個月要在全國有選擇地投放市場。主要通過廣告促銷，當然是運用“拉”的策略。我們還沒有最終決定我們的廣告，因此我還得要另外通知你。我們下周能在碰一下面嗎？
A:當然可以。讓我看一下，星期五上午10點怎么樣？
B:呃，我看看，我沒問題。
情景短劇扮演
（Denny is talking \about their marketing plan with John.）
Denny: I think we need to find ways of upgrading our distribution network.
John: I've asked the marketing department to follow up on that, and I intend to incorporate some of their suggestions into the work plan before we submit the final report.
Denny: We should also brainstorm with the folks in advertising to make sure that our target customers are getting the message.
John: We'll have to be careful about how we represent our ideas. Those creative types can be awfully sensitive！
Denny: I'll speak with the assistant director in the advertising department. We have a good working relationship, and I think she'll be receptive to our ideas.
(丹尼在與約翰討論他們的營銷計劃。)
丹尼：我認為我們要想辦法改進我們的營銷網(wǎng)。
約翰：我已經(jīng)要求營銷部門對這件事進行追蹤，在我們你出最后的報告前，我打算把他們的幾條建議加到我們的工作計劃里。
丹尼：我們也應(yīng)該和廣告部的人進行討論，集思廣益，以確保目標客戶收到我們想傳達的信息。
約翰：到時候我們報告這個營銷計劃時也要小心，那些搞創(chuàng)意的人可能會很敏感!
丹尼：我會和廣告助理討論一下，我們工作關(guān)系很好，我想她應(yīng)該會愿意接納我們的想法。
