Mechanical & Electrical English Unit seven Advertising, Sales and Marketing.

Mechanical & Electrical English

Unit seven

Advertising, Sales and Marketing


• Introductory Remarks

• Listening and Talking

• Passage Exploration

• Practical Writing

• Workplace Project


Introductory Remarks• Today, mechanical tools and electronic products

make our lives faster and easier. Every time we go to market, we find different types of latest gadgets and many other species. It’s important for manufacturers and dealers to have good strategies in terms of the advertising, sales and marketing of the products.


• Marketing is everything that the company does to reach and persuade prospects. Advertising makes customers know and love the products. The sales process is everything that the company does to close the sale and get a signed agreement or contract. They are necessities to the success of a business. By strategically combining these efforts the company will experience a successful amount of business growth.


Listening and Talking

Task one:

Mr. Black is inquiring Mr. Yang, a salesman from for a machinery plant about the price of machine tools.


1 √ 3 √ 5 √ 7 √

Mechanical & Electrical English • Task 2 Listen to the conversation again and

complete the sentences according to what you’ve heard.

• 1. high-quality • 2. special orders • 3. specification • 4. quotations • 5. inquiry • 6. commission• 7. promote sales • 8. negotiate


• Task 3 Listen to a passage and answer the following questions.

• 1. What causes a difficult sales negotiation?

• A statement like "You've got to drop your price by 10% or we will have no choice but to go with your competition" , which means you're in the middle of a difficult sales negotiation.


• 2. What skill should a good salesperson learn?

• Part of a good salesperson's skill is to learn to read people and situations very quickly.


• 3. What should people do with what they see and hear in negotiation?

• When it gets down to negotiating, people have to take everything they see and hear with a grain of salt.


• 4. Why are buyers good actors in negotiation?

• Everything they do or say, from body language to the words they use, will be designed to lead the seller to believe that unless they get an extra 10% off, they are going with the competition.


• What advice is given to handle a difficult sales negotiation?

• Be skeptical. Be suspicious. Test, probe, and see what happens.


• Task 4 Listen to the passage with some blanks for you to fill in.

• 1. competition • 2. sales negotiation • 3. profitable • 4. salesperson's • 5. good actors • 6. body language • 7. skeptical • 8. probe


• Task 5 Pair work. Start a conversation with your partner according to the situation:

• You work for a Chinese factory which exports washing machines to foreign companies. One potential client from America visits your factory and wants to place an order, and now you are negotiating with the client in terms of payment.

Sample dialogue 1


• Language tips:

• payment by irrevocable letter of credit

• Do you accept D/A or D/P?

• We insist on L/C.

• increase the cost of import

• pay a deposit

• bank charges in connection with the credit

• protection of the banker’s guarantee


• Task 6 Pair work. Pair work. Start a conversation with your partner according to the situation:

• An American client has discussed his order of some milling machines with a Chinese factory, and now they want to write a contract.

Sample dialogue 2

Mechanical & Electrical English • Language tips:

• finally come to a basic agreement

• clarify some important items that we may have overlooked

• the format of our sales contract, valid

• the price we have agreed on

• confirm the above-mentioned terms

• long and hard negotiations


Passage Exploration• Task 7 Read Passage 1 about Green

Marketing Ideas and then work in pairs to speak out the common expressions given in brackets.


• 1. manufacturers

• 2. production process

• 3. marketing strategies

• 4. environment friendly

• 5. electronic media


• 6. Eco-friendly packaging

• 7. eco-friendly incentives

• 8. E-waste

• 9. green vehicle

• 10. green entrepreneurs


Proper names

• NGO 非政府组织 (=non-governmental organization)

• CO2 二氧化碳

Mechanical & Electrical English Difficulty Structures

• 1. Green marketing is nothing but the process of selling products or services that are presumed to be environment friendly by their manufacturers.


• 此句中有一个定语从句 that are presumed to be environment friendly by their manufacturers 修饰表语 the process of selling products or services 中的 products or services 。nothing but 意为“只不过是”， be presumed to 的意思是“设定为”。此句的中文意思是 : 绿色营销只是销售由制造商设定为环境友好型的产品或服务的过程。


• 2. These green marketing ideas will help your products or services get recognized as environment friendly that may lead to increased profits.


• 此句 get recognized as environment friendly 作为宾语 products or services 的补足语，而后又有定语从句 may lead to increased profits 修饰“环境好友型产品或服务”。此句的中文意思是 : 这些绿色的营销理念，将有助于您的产品或服务被认可为环境友好，从而或增加利润。


• 3. Instead design a system where your employees can work from home, by which they do not have to commute long distance between home and office that can reduce the air pollution.

• 此句中 a system 后面是由 where 和 by which 引导的两个状语从句，修饰 system 。后面 that 引导的定语从句 can reduce the air pollution 修饰宾语。此句的中文意思是 : 相反，设计一个系统，让您的员工在此系统内可以在家工作，无需每天通勤于家庭和办公室之间，可以减少空气污染。


• 4. If your business involves or relies on transportation then you can make the transportation more environment friendly by switching to “green vehicle” or using “green fuel” for your vehicle etc.


• 此句由 by 引导两个并列分句 switching to “green vehicle” or using “green fuel” for your vehicle 作为状语分句修饰主句 you can make the transportation more environment friendly 。此句的中文意思是 : 如果您的业务涉及或依赖于交通运输，那么您可以改成使用“绿色汽车”或 “绿色燃料”等，从而使您的交通运输更加环保。


• Task 8 Read the passage again and supply the missing words or expressions to complete the following statements in pairs.

Mechanical & Electrical English • 1. gaining popularity

• 2. increased profits

• 3. TV or internet

• 4. a bag or a carton

• 5. no plastic

• 6. an NGO

• 7. the air pollution

• 8. carbon footprint


• Task 9 Work in groups and discuss the following questions.

• 1. In green marketing, what will a manufacturer obviously do to motivate consumers?

• A manufacturer will obviously highlight the environmental benefits associated with a product or a service to motivate the consumer to buy the same.


• 2. How will green marketing ideas help the products or services?

• These green marketing ideas will help the products or services get recognized as environment friendly that may lead to increased profits.


• 3. What kind of system can help ease management stress and save money?

• A system where in your employees can work from home, by which they do not have to commute long distance between home and office that can reduce the air pollution.


• 4. What is green scheme? Give an example.

• For example, you can gift a grocery bag to the customers so that they don't have to carry the grocery in the plastic bags. For an effective and free advertising, print the name of your company with a catchy “no plastic” message on the bag.


• 5. What other green marketing ideas can people think of?

• Apart from this people can think of recycling and waste management as green marketing ideas for their business process.


• Task 10 Read the sentences taken from Passage 1 and work in groups to translate them into Chinese.


• 1. Green marketing is nothing but the process of selling products or services that are presumed to be environment friendly by their manufacturers.

• 绿色营销只是销售由制造商设定为环境友好型的产品或服务的过程。


• 2. Online marketing tips saves automatic exhaust that may be caused otherwise.

• 其他营销方式会造成自动机械排气的污染，而网络营销可避免。


• 3. You can change the packaging style of your products by making them more environment friendly.

• 您可以改变产品包装风格，使他们更环保。


• 4. To cut down on such pollution you can resort to CO2 servers that are one of the great green marketing ideas.

• 为了减少这种污染，你可以求助于 CO2 服务器，这也是其中一个伟大的绿色营销理念。


• 5. Most of these ideas will not only help you reduce the carbon footprint but they are also very profitable for the business.

• 这里大多数的理念不仅可帮助你减少碳足迹，还可为您的业务带来可观的利润。


• Task 11 Work in pairs to complete the statements with the information from Passage 2.


• 1. sunroof

• 2. Mini Cooper

• 3. miniscule rear seating;

limited cargo capacity

• 4. 17-inch wheels


• 5. Cute

• 6. engine; torque

• 7. 150 horsepower

• 8. airbags

Mechanical & Electrical English Proper names

• Volkswagen 大众 ( 总部在德国 , 主要经营汽车的公司 )

• Beetle 甲壳虫• Mini Cooper 宝马迷你库柏 • ASR (Acceleration Slip Regulation 驱动防滑系统• ESP (Electronic Stability Program ) 车身电子稳定

系统• EBR (Electron Beam Recorder) 电子束记录器• EPA (Environmental Protection Agency) 环境保

护局

Mechanical & Electrical English Difficulty Structures

• 1. There aren't a whole lot of decisions to make when purchasing a New Beetle, with the biggest choice being between the coupe and convertible body style.

• 由 with 引导的 the biggest choice being between the coupe and convertible body style 是伴随状语，此分句中的逻辑主语为 choice 。此句的中文意思是 : 购买新甲壳虫并没有一堆的决定要做，最大的选择在于是买双门轿跑车型还是敞篷车型。


• 2. Three years ago, the New Beetle received its biggest update yet, trading its 1.8T engine for VW's 2.5-liter five-cylinder and gaining some much-needed torque in the process.

• 此句中 trading 和 gaining 两个并列分句作为伴随状语。此句的中文意思是 : 三年前，新甲壳虫做了次最大的更新，用 1.8T 发动机跟大众的 2.5 升5 缸发动机交换，并在这个过程中获得一些急需的扭矩。


• 3. With 150 horsepower and 170 pound-feet of torque available, the New Beetle is peppy enough around town with a sporty ride to match.

• 此句有句首句尾两个状语分句，均由 with引导。此句的中文意思是 : 有 150 马力和170 磅 - 英尺的扭矩可用，新甲壳虫能快速启动，奔跑于周围城镇，与运动型驾驶一比高下。


• Task 12 Read the passage again and translate the expressions into Chinese or English in pairs.


• 1.价格区间 /salary range

• 2.追求小型汽车 /seek comfort in driving

• 3.五速手动变速箱 /six-speed automatic transmission

• 4. 以价值为导向的竞争对手 /a sports-oriented course

• 5.载货量 /seating capacity


• 6.折叠车顶 /folding door

• 7. 电热前座椅 /heated right rearview mirror

• 8.折叠式后座 /Child Safety Seat

• 9.手动变速器 /automatic gearbox

• 10.座椅侧向安全气囊 /seat switches

Mechanical & Electrical English Practical Writing

• Task 13 Read the sample letter of job application and work in pairs to complete the sentences or expressions by translating the parts given in Chinese.


• 1. of excellent quality

• 2. trial order

• 3. in accordance with your samples

• 4. Enclosed

• 5. the coming season of sales


• 6. open an irrevocable L/C

• 7. placing the following order

• 8. One set in a cardboard carton

• 9. prior to shipment


• Task 14 Write an order letter using the information given below.

• Your company has received the price list and samples of digital camera from ABC Company, and found its quotations and product quality satisfactory. Your company decides to place an order. Please write an order letter, informing ABC Company about quantity, price, date of shipment, term of payment, etc. .


Dear Mr. Zhang:

We have received your price list for digital cameras and the sample. We are satisfied with your quotation and the quality. We would like to place the following order with you:

Commodity: Digital camera Specification: ABC4sQuantity: 2000 Price: $290 eachDate of shipment: By 15th October, 2011 Payment: By L/C

Please confirm acceptance of our order by return mail and send an advice of shipment. We will forward the bank draft upon receipt of them.

Yours sincerely, Wang Ying Wang Ying


• Task 15 Work in groups to make an oral summary of sales negotiation process for mechanical and electrical products., then write down your own report, which should at least include:

• 1. Enquiry and Quotation

• 2. Price and Quantity

• 3. Terms of Payment

Mechanical & Electrical English Enquiry and Quotation

• We avail this opportunity to express our wish to establish business relation with you.

• Our company is a subsidiary of … and we specialize in the import and export of …(commodity).

• We have learned from the Chinese Embassy in your country that you are a leading manufacturer of … (commodity).

• We were very much impressed by the quality and competitive pricing of your … shown at the recent Trade fair in … and would like to have details of prices and discounts.

• Would you please proved information on the types and quality of …

• Please quote us your lowest prices for this product C.I.F. London.


Price and Quantity • The goods are not marketable in our area at the

price you quoted.• If the quality of your goods is good and the price

is acceptable to us, we will place a large order with you.

• If your price is in line, we will send you an order for 1,000 sets.

• If you allow us 5% discount, we will order 5,000 dozen.


Terms of Payment • What is your regular practice about terms of

payment?• We only accept payment by irrevocable letter of

credit payable against shipping documents.• Could you make an exception and accept D/A or

D/P?• As a special sign of encouragement, we’ll consider

accepting payment by D/P at this sales-purchasing stage.

• An irrevocable letter of credit gives the exporter the additional protection of the banker's guarantee.

Mechanical & Electrical English Unit seven Advertising, Sales and Marketing.

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Transcript of Mechanical & Electrical English Unit seven Advertising, Sales and Marketing.