行业英语 学英语,练听力,上听力课堂! 注册 登录
> 行业英语 > 职场英语 > 小崔的外企英语日记 >  第21课

10、不可忽视的团队培训

所属教程:小崔的外企英语日记

浏览:

qinting

2019年05月02日

手机版
扫描二维码方便学习和分享

10、不可忽视的团队培训

Nancy从进入Innovo开始就在Marketing Department工作,后来又获得晋升,负责带领这个team做marketing,我们之前也反复提到了这个词:marketing。可是,What is marketing? 到底什么是有效的市场营销方式呢?

可以说,任何企业在经营过程中都要进行marketing,因为它是开拓销售渠道,扩大顾客群的方式。然而并不是所有从事marketing的员工都能抓住它的精髓并有效地开展工作,很多人会陷入各种误区。

Nancy在工作当中就发现Marketing Department的同事们对marketing的认识和操作方法有很大的差异,经常会影响到work efficiency,于是Nancy决定给大家开一个会,就这个问题展开讨论,期望能够达成共识。

在召集开会之前她先把Marketing Department中每个员工的工作方法分类地总结了一下,发现产生差异的一个主要原因是有一些人没有意识到目前的consumer psychology(消费者心理)和buying behavior(购买行为)已经发生了变化,所以营销思路也没有随之更新,结果当然是marketing approach(营销方法)的滞后了。

找到了症结所在,Nancy对于如何统一Marketing Department对marketing projects的运作就有了新的规划和信心。但是要想说服大家接受自己的观点,就需要运用技巧了。Nancy觉得,除了说明自己的分析以外,还要让大家把自己想象成consumer,站在他们的立场上考虑问题,这样就能理解他们的想法了。另外,Nancy也会鼓励大家针对她的建议展开讨论,提出不同意见。于是,Nancy在会前如此决定了这次会议的主要内容:

Present facts and your own understanding accordingly.

Ask them consider the situation from the consumer's point of view.

Encourage discussion and arguments.

有了思路后,她叫assistant通知大家准备下午开会时讨论这个问题。

会上,她先让Marketing Department的员工一一发言,谈谈各自对目前marketing的看法。而这些发言也恰恰验证了Nancy之前的判断,问题的存在是普遍性的。她仔细地对每个人的看法作了笔记。最后,Nancy表达了自己的观点:

Marketing is changing and if you are stuck in the old patterns of marketing, you may be taking your business down a destructive path. Consumers want more engagement and interaction from those that they buy from. Our consumers have faced an over-stimulation of marketing messages over the last several years and now in order to get their attention, you must do something different.

Consumers are getting smarter and facing more choices. We are no longer telling them what to buy, and they are listening to other consumers and paying attention to word-of-mouth marketing now more than ever.

As consumers we like to buy from people that others recommend. We like to purchase our products and services from people we feel we have a relationship with. Getting your customers to shout good news about your business is absolutely the most efficient way of selling. Especially in today's market where everybody talks to everyone about everything — it is wonderful to be able to scream about a great customer service story and marketing initiative.

I can see some of you shaking your heads and wondering if what I am telling you is true. I understand, but I think you can answer that on your own without any research statistics. All you have to do is think of your own lifestyle and those around you for a moment and your own buying behaviors.

接下来,她鼓励大家针对她的观点展开讨论。有人赞同她的说法,但也有人持不同意见。Nancy知道,通过一次会议讨论就想解决问题是不现实的,引起大家对这个问题的关注和思考就已经是很好的开端了。

promotion 促销

capture 获取

focus 重点,焦点

evolution 进化,发展

mature 成熟的

profitable 有利润的,可盈利的

argument 争议,争论

consumer psychology 消费者心理

buying behavior 购买行为

approach 方法

be stuck in 受限于

old pattern 旧模式

destructive 破坏性的

engagement 联系,相关性

interaction 互动

over-stimulation 过度刺激

make choice 做出选择

word-of-mouth 口传的

recommend 推荐

have a relationship with 相关联的

lifestyle 生活方式

Nancy的职场笔记本

虽然在这次的会议上,还是有人不同意Nancy的想法,但是,Nancy却对这次的会议结果很满意,毕竟,团队成员保持各自想法的活跃性与思维的创造力才是这个团队最宝贵的财富。除此以外,她还有一些感受:

1. Marketing approach shall be updated as the consumers change their buying habit. 要求员工采取正确的市场营销方法,一定要紧随消费观念的变化而变化。

2. You will understand other people better if you consider from the others' points of view. 鼓励大家站在对方的立场考虑问题才能很好地理解对方的想法。

3. Group discussion is very efficient for solving problems that are not individual. 对于部门整体性的问题,最好以会议讨论的形式来寻找适宜的解决办法。

4. Base your comment on facts. 自己的观点要基于事实,这样才有说服

力和号召力。

5. Questioning and arguing shall always be welcome. 要给大家提出质疑和展开讨论的空间。

6. The first step of solving a problem is to make people pay attention to the problem. 大的议题不可能在短时间内达成共识,引起大家的重视和思考就是最开始的重要任务。

内容来自 听力课堂网:http://www.tingclass.net/show-10210-447034-1.html
用手机学英语,请加听力课堂微信公众号:tingclass123
用户搜索

疯狂英语 英语语法 新概念英语 走遍美国 四级听力 英语音标 英语入门 发音 美语 四级 新东方 七年级 赖世雄 zero是什么意思

  • 频道推荐
  • |
  • 全站推荐
  • 广播听力
  • |
  • 推荐下载
  • 网站推荐