商务英语口试必备手册 Marketing 市场营销 Keeping Customers 留住顾客

2018-12-19 09:29:29   Tag:

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商务英语口试必备手册 Marketing 市场营销 Keeping Customers 留住顾客

Customer defection rate 顾客流失率

Trigger 触发,引起,促使

Alternative 两者(或两者以上)择一的,供选择的

Follow-up 补充性的,后续的,接着的 n连续广告(或推销)法

Exceed 超过

Rapport 和睦(或融洽、和谐、亲善的)关系

Repeat 重订同类货的订单

Regular customer 常客,老顾客

Timely 及时的

Ingredient (混合物)组成部分,配料,成分

Value for money 资金效益,物有所值的程度

Competitive 竞争性的

Relationship marketing 关系营销

Hectic 忙碌不停的

Bulky 体积大的,庞大的

Marketing mix 营销组合

Attentiveness 关心的,体贴的,殷勤的


 

Consumer buying behavior消费者购买行为

Consumers making purchase decisions follow a series of steps.

消费者做出购买决定经历了几个步骤。

The buying process begins when a consumer recognizes a product need or want.

购买过程是从消费者意识到他(她)需要某个产品开始的。

 An advertisement, a free sample or a product display can trigger need recognition.

一个广告、一件免费试用品或是产品展示都能触发消费者的购买意识。

The buyer then searches for information about and compares alternative products.

接着,购买者开始了解相关产品的情况,并对几种类似的产品进行了比较。

After evaluating the different options, the consumer decides on a product, uses it, and determines how well it performs or meets expectations.

对各种不同的选择进行掂量之后,消费者最后选定某一种产品,经过试用,确定这一产品在多大程度上满足他(她)的期望。

The consumer’s level of satisfaction or dissatisfaction determines future purchases.

消费者的满意或不满意程度往往会决定他(她)未来是否会继续购买这一产品。

After buying a product, especially something expensive, consumers sometimes worry that they bought the wrong brand or that they should not have bought the product at all.

买下某一件产品之后,尤其是昂贵的产品,消费者有时会担心他们买错了品牌或是认为其根本就不需要购买该产品。

Often firms try to reduce buyers’ doubts through advertising or providing follow-up information or service.

许多公司通过广告或提供后续信息或服务来减轻购买者的担忧。

Several factors affect buying decisions of consumers.

影响消费者的购买决定有几个因素,

People are influenced by social factors(e.g., family members, peers),

其中有社会因素(如家庭成员、同龄人的影响)、

psychological factors(attitudes, personality), personal characteristics ( age, education),

心理因素(如态度、个性)、个体特征(如年龄、受教育情况)

and specific conditions that exist at the time of a purchase decision.

以及在作出购买决定时所存在的具体情况。

Consumer attitudes toward a firm and its products certainly affect the success or failure of its marketing strategy.

消费者对某一公司及其产品的态度当然影响到该公司市场营销策略的成败。

If enough consumers have strong negative attitudes toward some part of a firm’s marketing mix, the firm may try to change consumer attitudes to make them more favorable.

如果众多的消费者对某一公司营销组合的某些部分持否定的态度,那么该公司也许应该努力使消费者的态度朝有利的方向转变。

Changing negative consumer attitudes to positive ones is usally a long, difficult, expensive task.

要把消费者的否定态度转变为肯定是一个漫长、坚信和代价高昂的任务。

 

PART ONE: INTERVIEW

(1)  What can a company do to keep its customers?

公司应如何留住顾客?

First, it must understand what its customers need. Second, it must do everything it can to provide products and services to meet or exceed customers needs. Third, it must go out of its way to keep its customers so that they will come and bring others.

 

(2)  How can a company respond to demanding customers?

公司该如何应对挑剔的顾客?

By showing sensitivity and attention to customer needs and expectations.

 

(3)  Is it important for a company to establish rapport and long-term relationships with its customers?(Why?/Why not?)

公司与顾客建立持久的良好关系很重要吗?(为什么?)

Yes, it’s important, because the company can establish repeat business. This makes good sense. It costs significantly less to keep a customer than to get a new one.

 

(4)  Is providing quality products important in retaining customers? (Why?/Why not?)

提供高质量的产品对留住顾客是否重要?(为什么?)

Yes, it is important, because customers usually expect quality. If their expectations cannot be met, they may show impatience, as a result, they may switch to other suppliers.

 

PART TWO: MINI-PRESENTATION

What is important when…?

Maintaining customer loyalty              维持顾客的忠诚度应注意哪些要点?

l  Discounts                           折扣

l  Quality products                      高质量的产品

l                                

When maintaining customer loyalty, it is important to offer discounts to regular customers. By offering discounts, a company can make its existing customers happy and remain loyal to the company’s products.

The quality of products is also important, because customers expect good quality. If the product cannot meet their expectations, they may get disappointed, and as a result, they would try other brands of products.

In addition, quality service is also important. Successful businesses try to supply service and follow-up in a timely manner to retain their customers. If a business is losing customers. It will lose profits.

 

PART THREE: DISCUSSION

Keeping customers

The restaurant you work for has been losing customers. You have been asked by your manager to look into the situation. Discuss the situation together, and decide:

l  what problems there may exist for your restaurant

l  what measures the restaurant should take to keep customers

留住顾客

你们工作的饭店开始流失顾客。经理请你们调查这一情况。讨论并决定:

l  饭店存在什么问题

l  饭店应采取什么措施以留住顾客

A: Our restaurant is losing customers. What problems do you think there may be?

B: Customers may not be satisfied with our services. For instance, some of our employees are not friendly enough, some of them don’t know the ingredients of dishes, and some services are slow.

A: Yes, I agree. Customers may have to wait for a long time to get the food. And the restaurant is too crowded, there are too many tables, customers may find it uncomfortable with tables set so close to each other.

B: That’s true. we’ll have to put fewer tables. What about the parking facilities? I think there are not enough parking spaces, if customers find it difficult to park their cars, they may go elsewhere.

A: I also think our restaurant needs redecorating. Our present interior design is old-fashioned.

B: And the plates and glasses may not be clean enough.

A: We must take some measures to improve our restaurant. First of all, we should increase the quality of food and drinks, if the food is delicious, we can attract many customers.

B: Yes, we can also cut prices of some dishes and offer some discounts to regular customers, then customers will think that it is good value for money.

A: Besides, we must also train our staff to increase the speed of service, staff friendliness, and staff attentiveness.

B: And we must also upgrade the interior decoration.

Follow-up questions

(1)    Do you think it important to offer quality service to customers in a competitive market?(Why?/Why not?)

你认为在一个竞争的市场中提供高质量的服务很重要吗?(为什么?)

I think it is important, because if customers are not properly served, they will turn from that business and its products and services.

 

(2)    What does relationship marketing emphasize?

关系营销注重什么?

It emphasizes meeting customers’ needs over time. It rejects the notion of exploiting customers to make quick sales and gain one-time profits.

 

(3)    Do you think it important to study customers continually?(Why?/Why not?)

你认为对顾客进行持续性的研究很重要吗?(为什么?)

Yes, it’s important, only by studying its customers(as well as potential new customers)continually, can a company find out what they really want and need.

 

(4)    Do you think timeliness in service important for a company to keep custmers?(Why?/Why not?)

你认为及时服务对公司留住顾客很重要吗?(为什么?)

I think it is important, because in today’s hectic world, time is money. If a company wants to keep its customers, it must provide products in the minimum amount of time.

 

(5)    Do you think companies should deliver goods to customers’ front doors?(Why?/Why not?)

你认为公司应该把商品送到顾客的家中吗?(为什么?)

It depends. I think companies should deliver bulky goods to customers’ front doors, it creates convenience for customers, but for small goods, I think it is unnecessary.


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