《商務英語實訓教程》（上冊）（部分商務活動環(huán)節(jié)作業(yè)，未經(jīng)編輯，僅供參考）(虛擬商務活動教學環(huán)節(jié)是本教材基本特色，目的是在學校環(huán)境下培養(yǎng)同學商務活動動手能力。部分英語教師對各單元所列商務活動作業(yè)的目的，方法，要點等可能存在不熟悉的情況。本教材編寫者之一，李榮慶老師愿與諸位教師同仁共同討論，交換意見，推動商務英語教學的不斷提高與創(chuàng)新?！渡虅沼⒄Z實訓教程》（上冊）第1單元1）虛擬公司組建2）虛擬公司介紹第1單元TheRainCoffee雨之咖啡商務英語（1）班姓名1：金xx姓名2：趙xxTheRainCoffee雨之咖啡商務33BusinessStreetXihuDistrict，Hangzhou，ChinaTel：400-555-3333中國杭州西湖區(qū)商業(yè)街33號Website:TheRainCoffeeOurSeniorManagementMarketingManagerMs.JoanFinancialManagerMs.Jeanne33BusinessStreetTheRainCofSince2003,wehavebeensupplyingdifferenttypesofcoffee.Theclassicalmusicandquietenvironmentareourfeatures.Youcannotonlytasteourcoffee,butalsogrindcoffeebeans.Ifyouareinterestedinourcoffeemachines,youcanalsobuythem.Wesincerelyhopetoofferyouourbestservice.我公司始建于2003年，目前我們提供不同類型的咖啡。古典音樂和安靜的環(huán)境是我們的特色。在這里，你不僅可以品嘗到我們的美味咖啡，也可以親自制作。如果您對我們的咖啡器械感興趣，您也可以購買。我們將竭誠為您服務。Since2003,wehavebeensupplyWehavemadeourcoffeehouseintoaclassicalstyle,covering150squaremeters.Wehave15employees.WehavemadeourcoffeehouseProductsIntroductionThetypesofcoffeeThetypesofmachineProductsIntroductionThetypes第2單元1）名片設計2）信封，信箋設計3）公司著裝，發(fā)式規(guī)則第2單元BusinesscardsampleofourcompanyMrs.LiGeneralManagerHeadquartersAddress:33BusinessStreet,XihuDistrict，HangzhouChinaTel：400-555-3333TheRainCoffee雨之咖啡TheRainCoffee雨之咖啡BusinesscardsampleofourcoEnvelopofourcompanyHeadquartersAddress:33BusinessStreetXihuDistrict，Hangzhou，ChinaTel：400-555-3333Website:TheRainCoffee
雨之咖啡TheRainCoffee
雨之咖啡EnvelopofourcompanyHeadquarLetterheadofourcompanyHeadquartersAddress:33BusinessStreetXihuDistrict，Hangzhou，ChinaTel：400-555-3333HeadquartersAddress:33BusinessStreetXihuDistrict，Hangzhou，ChinaTel：400-555-3333TheRainCoffee雨之咖啡TheRainCoffee雨之咖啡LetterheadofourcompanyHeadDresscodeofourcompany:managersandofficeclerksWerequireourmanagersandofficesclerkstobedressedformally.Webelievethatagoodappearancecanstandforourcompany.Dresscodeofourcompany:workersWerequireourworkerstobedressedinworkingclothes.Appropriateclothesaretheembodimentofthehighqualityservice.Dresscodeofourcompany:manHaircodeThehairofmanisshortandfashionable.Thehairofwomenisdelicateandbeautiful.HaircodeThehairofmanissh第3單元1）word-PDF轉(zhuǎn)換格式2）圖片文件處理第3單元BeforetheconversionBeforetheconversionRuntheWord-PDFconvertersoftware.AddtheWorddocument.Clickthe“convert”buttontoconverttheWordintoPDF.RuntheWord-PDFconvertersofAftertheconversionAftertheconversionFreePic2PdfisasoftwarewhichcanconvertpicturesintoaPDFdocument.First,runtheconvertersoftware.ThenaddthepicturesandconvertthemintoaPDFdocument.FreePic2Pdfisasoftwarewhic第4單元1）餅形，柱形，線形圖片文件處理第4單元TheTableOfBasicInformationaboutOurEmployeesTheTableOfBasicInformation25%75%31%69%38%62%50030060055025%75%31%69%38%62%500300600550Thenumberofouremployeeshasincreasedoverthepastfiveyears.350400500600800350400500600800ThenumberofouremployeeshaThetotalcapitalhasrisento$60millionby2012from$30millionin2008.40304550603040455060Thetotalcapitalhasrisento第5單元1）團隊精神2）圖片文字翻譯3馬斯洛理論第5單元Eachmemberinateammustcooperatewitheachother.Teamspiritisthekeytothesuccessofthecompany.worktogetherEachmemberinateammustcooThereisstrengthinunity.Theteamcooperationcanleadtothesuccess.Thereisstrengthinunity.TheBeforeAfter三菱豐田東風標致奔馳雪佛蘭奧迪BeforeAfter三菱豐田東風標致奔馳雪佛蘭奧迪Maslow’stheoryofhierarchyofneedsMaslow’stheoryofhierarchyoStorysupporting
Maslow’stheoryofhierarchyofneedsOneyearago,ouremployeeswerenothardworking.Iwonderedwhydidithappen.Iguessedthatmaybewedidn’tofferthemenoughmaterialconditions,soImadeaplanlatertoincreasetheirwagesandprovidethemwithwelfaresduringthefestivals.Theycanhavearestandeatsomethingintherestroomiftheyfeeltired.Afterthisplanhasbeenputintopracticeforseveralmonths,Ifoundtheyworkedefficientlyandpaymoreattentiontothecompany.IrealizethatphysiologicalneedsarethemostimportanttotheemployeesjustlikethefirstlevelofMaslow’smotivationtheorytomotivateemployees.StorysupportingMaslow’stheo第6單元1）組織結(jié)構(gòu)設計2）部門設計第6單元ThisistheOrganizationDesignofOurCompanyCEOFinanceDep.AdvertisingDep.CustomerServiceDep.HumanResourceDep.ProductionDep.PurchaseDep.DesignDep.Sales&marketingDep.managerWelfareDistributionRecruitmentDesigningcoffeeDesigningmachineThisistheOrganizationDesigDetailedInformationofSomeOurDepartmentsHumanResourceDep.Numberofemployees:50Mainduties:1.Recruitingqualifiedemployees.2.Guidingandsupervisingemployeesforresponsibility.3.Givingoutwelfarestoemployees.DetailedInformationofSomeODetailedInformationofSomeOurDepartmentsDesignDep.Numberofemployees:35Mainduties:1.Improvingthefunctionsofcoffeemachines.2.Designingnewtypesofcoffeemachines.3.CreatingmodernmeansofmakingcoffeeDetailedInformationofSomeOVisionWithinthenextthreeyears,wewantourshopstobecomeoneofthemostfamouscoffeeshopsinChina.Followingthetrend,wewillsellourproductsintheInternet.Coveringmosttypesofcoffees,ourshopswillbespecialandunique.We’regoingtoattractforeigninvestmentbyenlargingthepublicity.Meanwhile,foreignadvancedtechnologywillbebroughtin.VisionWithinthenextthreeyeMissionToprovidearelaxingandcomfortableplaceforpeople.Toofferabetterservicethanothersimilarshops.TocreateaChinesefamousbrandandenjoyacertainstatusinforeigncountries.MissionToprovidearelaxingaObjectivesGenerate$80millionintotalrevenuesin2016.Therevenueofcoffeemachine’ssalesis$20million.Ourproductswillbepopularwithallkindsofpeople.Bethelistedcompany.ObjectivesGenerate$80millionStrategiesEnlargethepublicityontimethroughpeopleandInternet.2.Gotoabroadtovisitsomefamouscoffeeshopsforstudyingtheiradvancedmanagementandtechnology.3.Selectsomebestsellingshopstosetexamplesforothershopseverymonth.4.Trainemployeesregularly.5.Usesomepromotionmeanstoattractmorecustomers.StrategiesEnlargethepublicitActionPlansDeveloppublicity&marketingplan.Changetraditionalmeansofmanagement.Takepartinbusinessexhibitionseveryyear.Sendourmachinedesignersandtechniciansabroadtohaveafurtherstudy.ActionPlansDeveloppublicity第7單元1）產(chǎn)品組合，產(chǎn)品線2）產(chǎn)品介紹第7單元ProductMixandLinescoffeecoffeemachineLatteMochaFlatWhite
Cappuccinomacchiato
Semi-automaticcoffeemachineAutomaticcoffeemachineTraditionalcoffeemachinetraditionalfancyBlackcoffeeWhitecoffee
AmericanoEspresso75%25%ProductMixandLinescoffeecofcoffeeOurcompanyhastwobigpartsofproducts.Themainproductiscoffeemaking.Inordertobewelcomedbyallages,ourcoffeehasavarietyoftypes.
TraditionalcoffeeFancycoffeecoffeeOurcompanyhastwoCoffeemachine
Besidesthevarietyofcoffee,wealsoproducecoffeemachines.Wefocusonsafetyandinnovation,andtheyarealsoacceptedbyforeigners.CoffeemachineBesidestheTheshareofcoffeesalesis32%.Theshareofcoffeemachinesalesis74%.MarketShareTheshareofcoffeesalesis3第8單元
1）產(chǎn)品4P分析
第8單元
1）產(chǎn)品4P分析
OurProductsWiththedevelopmentofeconomy,peoplepaymoreattentiontothequalityoftheirlives.Inordertosatisfyourcustomers’needs,weofferthemhealthyandtastycoffeesandconvenientcoffeemachine.Theyarewelcomedbymostoftheordinarypeople.OurProductsWiththedevelopmeWeselectcoffeebeansingoodquality.PartofthecoffeeisimportedfromBrazil,Java,Colombiaandsoon.Weusehandgrindingcoffeetoreplaceinstantcoffee.
Tosomeextent,theyarebeneficialtoourbodies.Ifcustomersareinterestedinthem,theycangrindcoffeebeansinperson.WeselectcoffeebeansingoodWebringinadvancedtechnologytoproducecreativecoffeemachines.Traditionalandmodernstylesarebothsold.Ourdesignerslaunchanewproductonaregularbasis.WebringinadvancedtechnologOurPlaceWesetupourstoresnearthesupermarketsorinthesupermarkets.Itisconvenientforcustomerstohavearest.Theyarealsolocatednearcolleges.OurPlaceWesetupourstoresWehavesetupstoresinthesecitiesinChina.WehavesetupstoresintheseAsforUK,wehavesetupstoresinDublin,LondonandEdinburgh.AsforUK,wehavesetupstorInthebeginning,wesellourproductsonlyinphysicalstores.However,withthedevelopmentofe-business,westarttocooperatewithNuomi,TianmaoandFantongtosellmoreproducts.Raincoffee/雨之咖啡Inthebeginning,wesellourOurPriceOurPriceOurPromotionDuringNovember,customerscangetvouchersordiscountswhentheybuyourproducts.Iftheybuymorethan150yuan,theywillgetasmallgift.OurPromotionDuringNovember,第9單元
1）產(chǎn)品+3P分析
第9單元
1）產(chǎn)品+3P分析
Marketingmanager營銷經(jīng)理OfficeStaff營銷內(nèi)勤MarketingPlanner營銷策劃MarketingAssistant營銷助理MarketingGroup（People）Marketingmanager,marketingassistant,marketingplannerandofficestaffare4partsofourmarketinggroup.MarketingmanagerOfficeStaffMJobDescription
MarketingmanagerHavingtheabilitiestoplan,lead,organizeandcontrol.Havingagoodcommunicationcapacity.Beingfamiliarwithourproductsandmarkets.JobDescriptionMarketin
MarketingAssistantHelpingmarketingmanager.Coordinatingothermembersinthegroup.Havingthesimilarqualificationswiththemanager.JobDescriptionMarketiJobDescriptionMarketingPlannerBeingcapableofwritingandinnovation.Havingagoodsenseofresponsibilityforhisjob.Knowingmarketinginformationwell.JobDescriptionMarketingPlannJobDescriptionOfficeStaffBeinggoodatcollectinginformation,promotionandcommunicatingwitheachother.Strongexecution.Obeyingtheordersofmanagers.JobDescriptionOffMarketingProcess1.Understandthemarketplaceandcustomerneedsandwants.Weshouldunderstandwhatkindsofcoffeetypesandcoffeemachinescustomerswant.Wealsoconsiderthetaste,appearanceandfunction.MarketingProcess1.Understand2.Designacustomer-drivenmarketingstrategy.Wedosomeresearchesaboutthecoffeemarketingandsearchourmarkettosatisfythecustomers.2.Designacustomer-drivenma3.Buildaperfectmarketingprogramtomakemoreprofits.Weusuallyofferlowerpricethanothercoffeeshopstoattractmorecustomers.3.Buildaperfectmarketingp4.Buildprofitablerelationshipsandcreatecustomerdelight.Wedoourbesttoservecustomersandthenadopttheirsuggestionstoadjustourmarketingplans.Buildagoodrelationshipwithourcustomers.4.BuildprofitablerelationshPhysicalEnvironmentOurproductsdonotharmtotheenvironment,sotheyarehealthy.Wesellourproductsonline.Technologyandsomepoliciesarebeneficialtoourmanagement.However,customersareourthemostimportantsupporters.PhysicalEnvironmentOurproduc第10單元
1）競爭對手品牌
2）品牌logo設計
第10單元
1）競爭對手品牌
2）品牌logo設計
World-famouscoffeeBrand雀巢NestleNestleisaSwissbrandfoundedbyHenryNestlein1867.Itmainlyproduceschocolatebarsandinstantcoffee.Ithasagoodreputationandmanypeoplelikeit.World-famouscoffeeBrand雀巢NeWorld-famouscoffeeBrandUCCUCCisaJapanesebrandandUCCcoffeeisfixedcarefullycultivated,plantedbeansasrawmaterial.UCCprovidesyouwithsatisfactoryserviceandresponsibilityforyourlife.Providingyouwithtrulyfragrantgourmetcoffee,andsothatmorepeoplecanfeelthejoyofagoodcupofcoffee.ThisisUCC’smission.World-famouscoffeeBrandUCCUCWorld-famouscoffeeBrand皇室哥本哈根RoyalCopenhagen
RoyalCopenhagenalwayshasahigh-qualityevaluation.Inthecoffeemarketandhasanunshakenposition.TheroundtableenjoysthehighestqualityhonoroftheroyalCopenhagen.ThereasonforitssavorinessandmellownessisusingBraziliancoffeebeans.World-famouscoffeeBrand皇室哥本哈World-famouscoffeeBrand克萊士咖啡KreisKaffeeGermanKreisKaffee,theworld'stoptencoffeebrand,wasbornin1963inGermany,theworld'sfirstvacuumpackshairbeingdevelopedintoinstantcoffee.ItisacclaimedinEuropeandtheSovietUnionandothercountries.Ithasaslightlysweetandfresh,sourandmellowflavor.World-famouscoffeeBrand克萊士咖啡Thisisourcoffeelogo.Thecupiscolorfulastherainbowafterraining.Wehopewhencustomersenjoyourcoffeetheywillhaveagoodmood.Inaddition,brightcolormeansbrightfuture.OurLogoThisisourcoffeelogo.ThecOurLogoThisisourcoffeemachinelogo.Thepinkbackgroundmakespeoplefeelsweetandwarm.Thetraditionalcoffeemachinestandsforthelonghistoryofcoffeemaking.Wealsowantourcompanytohaveafurtherdevelopment.OurLogoThisisourcoffeemac第11單元
1）產(chǎn)品生命周期分析
2）品牌logo設計
第11單元
1）產(chǎn)品生命周期分析
2）品牌logo設計
Oneofourproducts,itsshapelikeacalabash,isinitsintroductionperiod.Thecoffeemachinehasjustenteredthemarketandslowlyacceptedbythecustomers.Thus,wemakeoureffortstoincreaseitsmarketshare.Oneofourproducts,itsshapeOneofourproducts,likeaFerrarihelmet,isinitsgrowthperiod.Itsuniqueshapeandvariouscolorsareverypopularbycustomers.Itisveryconvenientforcustomerstousebecauseofitspowerfulfunctions.Oneofourproducts,likeaFeOneofourproducts,fancycoffee,isinitsmaturityperiod.Thedelicateappearanceanddelicioustastearethemostsignificantcharacteristics.Itisgreenfoodandhealthy.Inordertomakemoreprofits,wetakemeasurestokeepitsstableposition.Oneofourproducts,fancycofTraditionalcoffeemachineisinitsdeclineperiod.Modernpeopleacquireefficientmachinesandtraditionalstyleisoutofdate,.Andanotherreasonisitshighpriceandsmallsupply.Maybeinthefuture,itwilldisappearinourlife.Traditionalcoffeemachineis第12單元
1）競爭企業(yè)廣告
2）自家廣告第12單元
1）競爭企業(yè)廣告
2）自家廣告Advantage:simpleandelegant,specificthemeDisadvantage:nologoofcompany,notattractiveAdsfromthecompetitorsAdvantage:Disadvantage:AdsfrAdsfromthecompetitorsAdvantage:interesting,attractive,colorful,humorousDisadvantage:smalllogo,notharmoniousAdsfromthecompetitorsAdvantAdvertisingandUSPofourcompanyPeoplewillstarttheirlifewithourcoffee.Wehopeourcoffeecanbringhappinessandcomforttothem.Ouradvertisementiscolorfulandattractive.Peoplemayfeelwarmfromthispicture.AdvertisingandUSPofourcomThisisoneofadvertisementsofourcoffeemachines.Wehopeourcustomerscanenjoymakingcoffeebythemselves.Wealsohopetheycanslowdownandmuchenjoytheirlife.AdvertisingandUSPofourcompanyThisisoneofadvertisementsOurrecentleafletAsforadvertising,advertisementsonInternetandleafletsarecommonlyusedbyourcompany.Weusepartofourprofitstodosomecharityworkstohelpothers.Now,wearecommittedtopromotecoffeeandcoffeemachinebynaturalmaterial,goodserviceanduniqueappearancedesign.OurrecentleafletAsforadver第13單元
1）促銷組合設計
2）自家廣告第13單元
1）促銷組合設計
2）自家廣告Dosomecharityworkstopublicizeourproducts.DosomecharityworkstopubliWewilldosomeactivitiessothatourbrandwillbeknownbythepublic，suchashavingcoffeelesson,tastingourfoodsandsoon.WewilldosomeactivitiessoPersonalselling
.Customerswillgetapresentafterbuyingcoffee.OurteamPersonalselling.CustomerswDrinkingcoffeeforfreeGrindingcoffeebyth
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