商务英语听说课件5

专业篇 II(第五版)

总主编 刘杰英

主 编 金 阳 刘建武 陈 威审 校 大连理工大学出版社 Chuck Thode

Unit 3 What Are the Current Formats of Retailing?

Learning Objectives1. To acquire the basic knowledge of retailing business 2. To learn the secrets of success in the retailing business 3. To be trained in listening ability by taking notes, comprehending the main idea and picking up some details 4. To talk about the retailing formats, ways to save money in retail business and concerns of retailers with the knowledge learned in this unit

Unit 3 What Are the Current Formats of Retailing?

ContentsPart Ⅰ Warming Up

Part ⅡActive Listening

Part Ⅲ Fun Break

Part Ⅳ Listening and Speaking

Part ⅤSituation Performance

Warming UpTask One The following are logos of 4 famous retail companies. What do you know about these companies? Talk about the ones that you know. Words and phrases you

Active ListeningAn Interview with a Successful Retailer

Active ListeningTask One

Section A

Listen to the interview with Aaron Palmer, the CEO of APG-Retailing and match the retailing concepts with their meanings.

C E A B D

1. customer 2. shopper 3. promotion 4. loyalty program 5. private label

A. advertising and publicity of certain goods B. a system of services designed to reward constant customers C. a person who intends to buy certain goods or service D. a brand name belonging to a particular retailer E. one who comes into stores searching for merchandise or bargains

Active ListeningTask Two

Section A

Listen to the interview again and complete the following diagram describing the retail strategy of APG. Strategy of APG-Retailing can get from suppliers and how you can ______ Principle: what value you ______________________, deliver

Basics

_____________________. that value to customers

neighborhood grocery stores. Model: ____________Target customers: those who live one _______________________________. or two kilometers from the store

Cores

range of products Offer a wide _______________; Attract customers promotions __________ . program ; Carry out a loyalty ______________

Innovations __________

private labels ; Launch products with ____________

opening new stores Expand operations by _________________.

Active ListeningHow to Build Customer Loyalty

Active ListeningTask One Listen to the recording and fill in the table.

Section B

The Ways of Building Customer LoyaltySatisfying the customer _________ _________ Rewarding the customer reward program 1. Before making a customer _____________, 1. It is the _______ easiest and ______________ most affordable way the retailer should consider ___________ what type of

to build customer loyalty.reward you value most as a shopper. ___________________ 2. The most basic __________________ customer service rule is to a simple gesture of 2. A reward can be a _________________ the way you want to treat the customer ___________________

appreciation or s

omething _________ ___________, small and_________ be treated when shopping. __________ but full of thanks. inexpensive

Active ListeningTask Two

Section B

Listen to the recording again and answer the following questions.

1. What does Pareto Principle tell us?

80% of our sales come from 20% of our customers.

2. How does a retailer keep customers returning?

They need to help the customers remain loyal to their stores.

Active ListeningTask Two

Section B

Listen to the recording again and answer the following questions.

3. Why is it easier in theory than in practice when building customer loyalty?

Because customers come in all personalities and with different objectives, and some people are even impossible to please.

4. Can you name some ways to reward the customer?

Store cards that discount certain items and free gifts with purchase.

Active ListeningTask Two

Section B

Listen to the recording again and answer the following questions.

5. What does a loyal customer bring you?

A loyal customer will get you hundreds of more in revenue and may even bring you referrals.

Active ListeningInternet Retailing in China

Active ListeningTask One Listen to the recording and fill in the table. Internet Retailing in China ● overall trend: ________ booming trend; on-line shopping

Section C

● leading players: __________ http://www.77cn.com.cn and http://www.77cn.com.cn; ● advantages: ________________ competitive prices , convenient ______________ shopping process and products available online . wide range of _____________________ ● status: leading the _______________ Internet retailing market; the highest ______ market _____ share gain among all companies; the largest __________________ B2C platform in value

http://www.77cn.com.cn

______ terms in China; ● special event: _____________ Shopping Spree Festival; ● weakness: relatively _____________. weak logistics

Active ListeningTask Two

Section C

Listen to the recording again and find out the meaning of the following numbers.

1. 84%

current value growth of Internet retailing from 2011 to 2012

2. 51%

value share of http://www.77cn.com.cn in 2012

3. 7%

value share growth of http://www.77cn.com.cn from 2011 to 2012

4. 11.11

November 11th Shopping Spree Festival of http://www.77cn.com.cncities where http://www.77cn.com.cn cooperated with local logistics companies to set up warehouses

5. 7

Fun BreakListen to the story at a grocery store and answer the questions.

1. Who is Monica?

2. Whom is the woman speaking to when she is at the grocery store? Why is she doing this?