Selling points 賣點
詞匯準備：
selling point 賣點（吸引顧客的）
environmental-friendliness 對環(huán)境無害的
user-friendliness 用戶使用方便的
a computer superstore 電腦超市
kitchen appliances 廚房用具
mobile phone 手機
competitive advantage 競爭優(yōu)勢
diversify 多元化
own-label clothing 自己品牌的服裝
shopping habits 購物習慣
basic requirements 連鎖超市
industry analyst 行業(yè)分析家
cut-price 講價銷售的
retail food market 食品零售市場
saturate 使飽和
personal loan 個人貸款
mortgage 住房按揭
savings account 儲蓄帳戶
margin 利差，賺頭
boost profits 提高利潤
publicity 招引公眾注意的
brand consultants 品牌顧問公司
estate agent 房地產(chǎn)商
bonus points 積分
loyalty scheme 忠實（顧客）獎勵計劃
brand loyalty 品牌忠誠
air miles 里程獎
voucher 優(yōu)惠獎券
banking sector 銀行業(yè)
target customer 銷售對象
credit card信用卡
interest rate 利率
direct mail 直接郵寄廣告推銷法
public relations 公共關(guān)系
retailer 銷售商
retail group 零售集團
customer-focused 以顧客為中心的
incentive 刺激
口語練習
參考詞匯和表達
a brand represents a certain culture 一個品牌代表一種文化
be attracted by the quality brand image 被優(yōu)質(zhì)的品牌形象所吸引
the brand name carries high credibility 民派具有很高的可信度
brand leader 暢銷品牌
have a strong sense of brand loyalty 具有強烈的品牌信任感
reasonable price 合理的價格
good after-sales service 良好的售后服務(wù)
have confidence in the reliability of the product 信賴產(chǎn)品的可靠性
good quality 良好的質(zhì)量
consistent quality 穩(wěn)定的質(zhì)量
user-friendly design 方便用戶的使用設(shè)計
Brandstretching 品牌延伸
Sainsbury’s Bank 塞恩斯伯里超市銀行
口語練習
Speaking: What would be the advantages and disadvantage of buying all of these financial products from the same providers?
如果從同一個供應(yīng)商那購買這些金融產(chǎn)品，有什么不利和有利之處
參考詞匯和表達
convenience/convenient 方便
get discount through loyalty vouchers 通過忠實獎券獲得優(yōu)惠
have trust in the reliability of the brand name 對可信度的信任
have confidence in the good quality
good service 良好的服務(wù)
not necessarily the best deal in every case 并非每個項業(yè)務(wù)都是的
over-reliance on one company if anything goes wrong 如果出現(xiàn)差錯，過分依賴一家公司
do not put all your eggs into one basket. 不要把所有的雞蛋都放在同一只籃子里
reduce the risk 減少風險
聽力訓(xùn)練
要點解釋
1． So ,the vast majority of marketing is either in-store or through direct mail. 絕大部分營銷是商店里邊進行的?；蛘咄ㄟ^向顧客直接寄郵件的方式來完成。
2． We’ve bought very little advertising space, but we do also use public relations as a marketing tool.我們購買的廣告版面很少，但是我們也把公共關(guān)系作為營銷的手段。
3． And how does a new bank like Sainsbury’s succeed in attracting people away from the High Street Banks? 塞恩斯伯里開辦的銀行是怎樣把人們從傳統(tǒng)的銀行中吸引過來的？這里的High Street是英國英語，指市鎮(zhèn)商業(yè)區(qū)的大街。The high street banks 是指傳統(tǒng)的銀行。
4． Quite simple by offering value for money and excellent customer service standards. 很簡單，通過提高資金效益以及提供優(yōu)質(zhì)的客戶服務(wù)方法。這里的value for money 是指物有所值的程度。
5． Our key operation advantage is that, as a telephone-only operation, Sainsbury’s bank doesn’t have the high over-heads that a branch network does. 我們的運作優(yōu)勢是：作為只通過電話運作的業(yè)務(wù)，塞恩斯伯里銀行沒有一般銀行網(wǎng)點所要支付的管理費用.overheads指企業(yè)的日常開支，包括工資，租金，設(shè)備，內(nèi)部裝飾以及繳稅等的花銷，費用。
6． …Sainsbury’s experience in retailing means that its bank can apply a retailer’s customer-focused mentality to the financial services sector. 塞恩斯伯里在零售業(yè)的經(jīng)驗意味著它所屬的銀行能把零售商的以顧客為中心的理念引入金融服務(wù)這一行業(yè)。
7． We firmly believe that our commitment to our customer will prevent brand damage. 我們堅信我們對顧客的承諾會防止對品牌的損害。
8． Who could have imagined, back in t 1869, that a small family dairy would grow into a major retail group operating over 800 stores?誰可以想象，早在1869年的一個小小的銷售奶制品的家庭店鋪，會發(fā)展成一個擁有800多家連鎖店的大型集團。
詞匯準備：
selling point 賣點（吸引顧客的）
environmental-friendliness 對環(huán)境無害的
user-friendliness 用戶使用方便的
a computer superstore 電腦超市
kitchen appliances 廚房用具
mobile phone 手機
competitive advantage 競爭優(yōu)勢
diversify 多元化
own-label clothing 自己品牌的服裝
shopping habits 購物習慣
basic requirements 連鎖超市
industry analyst 行業(yè)分析家
cut-price 講價銷售的
retail food market 食品零售市場
saturate 使飽和
personal loan 個人貸款
mortgage 住房按揭
savings account 儲蓄帳戶
margin 利差，賺頭
boost profits 提高利潤
publicity 招引公眾注意的
brand consultants 品牌顧問公司
estate agent 房地產(chǎn)商
bonus points 積分
loyalty scheme 忠實（顧客）獎勵計劃
brand loyalty 品牌忠誠
air miles 里程獎
voucher 優(yōu)惠獎券
banking sector 銀行業(yè)
target customer 銷售對象
credit card信用卡
interest rate 利率
direct mail 直接郵寄廣告推銷法
public relations 公共關(guān)系
retailer 銷售商
retail group 零售集團
customer-focused 以顧客為中心的
incentive 刺激
口語練習
參考詞匯和表達
a brand represents a certain culture 一個品牌代表一種文化
be attracted by the quality brand image 被優(yōu)質(zhì)的品牌形象所吸引
the brand name carries high credibility 民派具有很高的可信度
brand leader 暢銷品牌
have a strong sense of brand loyalty 具有強烈的品牌信任感
reasonable price 合理的價格
good after-sales service 良好的售后服務(wù)
have confidence in the reliability of the product 信賴產(chǎn)品的可靠性
good quality 良好的質(zhì)量
consistent quality 穩(wěn)定的質(zhì)量
user-friendly design 方便用戶的使用設(shè)計
Brandstretching 品牌延伸
Sainsbury’s Bank 塞恩斯伯里超市銀行
口語練習
Speaking: What would be the advantages and disadvantage of buying all of these financial products from the same providers?
如果從同一個供應(yīng)商那購買這些金融產(chǎn)品，有什么不利和有利之處
參考詞匯和表達
convenience/convenient 方便
get discount through loyalty vouchers 通過忠實獎券獲得優(yōu)惠
have trust in the reliability of the brand name 對可信度的信任
have confidence in the good quality
good service 良好的服務(wù)
not necessarily the best deal in every case 并非每個項業(yè)務(wù)都是的
over-reliance on one company if anything goes wrong 如果出現(xiàn)差錯，過分依賴一家公司
do not put all your eggs into one basket. 不要把所有的雞蛋都放在同一只籃子里
reduce the risk 減少風險
聽力訓(xùn)練
要點解釋
1． So ,the vast majority of marketing is either in-store or through direct mail. 絕大部分營銷是商店里邊進行的?；蛘咄ㄟ^向顧客直接寄郵件的方式來完成。
2． We’ve bought very little advertising space, but we do also use public relations as a marketing tool.我們購買的廣告版面很少，但是我們也把公共關(guān)系作為營銷的手段。
3． And how does a new bank like Sainsbury’s succeed in attracting people away from the High Street Banks? 塞恩斯伯里開辦的銀行是怎樣把人們從傳統(tǒng)的銀行中吸引過來的？這里的High Street是英國英語，指市鎮(zhèn)商業(yè)區(qū)的大街。The high street banks 是指傳統(tǒng)的銀行。
4． Quite simple by offering value for money and excellent customer service standards. 很簡單，通過提高資金效益以及提供優(yōu)質(zhì)的客戶服務(wù)方法。這里的value for money 是指物有所值的程度。
5． Our key operation advantage is that, as a telephone-only operation, Sainsbury’s bank doesn’t have the high over-heads that a branch network does. 我們的運作優(yōu)勢是：作為只通過電話運作的業(yè)務(wù)，塞恩斯伯里銀行沒有一般銀行網(wǎng)點所要支付的管理費用.overheads指企業(yè)的日常開支，包括工資，租金，設(shè)備，內(nèi)部裝飾以及繳稅等的花銷，費用。
6． …Sainsbury’s experience in retailing means that its bank can apply a retailer’s customer-focused mentality to the financial services sector. 塞恩斯伯里在零售業(yè)的經(jīng)驗意味著它所屬的銀行能把零售商的以顧客為中心的理念引入金融服務(wù)這一行業(yè)。
7． We firmly believe that our commitment to our customer will prevent brand damage. 我們堅信我們對顧客的承諾會防止對品牌的損害。
8． Who could have imagined, back in t 1869, that a small family dairy would grow into a major retail group operating over 800 stores?誰可以想象，早在1869年的一個小小的銷售奶制品的家庭店鋪，會發(fā)展成一個擁有800多家連鎖店的大型集團。