Unit 7 企业形象 Business image
Section A: Listening
1. Pre-listening Vocabulary
2. Hash then listen
In many industries, image is usually one of the last things business owners look at. If business is not booming, they assume there is something wrong with their prices, or sales methods. However, according to statistics, in a small business, image is 50% of business. The impact you have on your customers maybe your appearance, cleanness of your store, equipment, uniforms or style of your brochure. Customers will judge you by the clothes you wear, the way you carry yourself, the equipment you use, the people you hire, the advertising you choose, phone conversations of you and your clerks, your work quality, cleanness of your equipment, your general appearance, your promotion literature, your signage and your business cards. Therefore, you must continually look at your business image. A positive image reflects your integrity, success, and customer service. If you are true to your customers, they will be true to you. And they will help you by word of mouth advertising. They will take your business cards, hand them out to friends, relatives and business associates. All of this is free. You don’t have to even ask for it. Mind you, even if your first impression is great, you can lose it just as fast, if you fail to handle simple details, because things change, and customer and perceptions change with local, regional, national and world events and views.
Section B: speaking up
1. Typical dialogue.
1) Background information: Mr. Webster, advertising expert, and Mr. Zhangqian, manager of the marketing department of a company, are talking about the relationship between ads and the business image.
Mr. Webster, Mr. Zhangqian
2) Practical dialogue
I think advertising plays an important part in your production promotion. Do you agree with me?
Oh, yes. I am especially interested in the world of business image and public relations that advertising plays in the production promotion.
Yes, that’s a fascinating area and an area that is extremely important in the entire process of successful merchandizing especially the matter of public relations and business image.
There is a close relationship between building a reputation and establishing good will? Am I right?
Yes, we all know what it is when a company has it and we clearly know when a company doesn’t have it.
I think we all know that.
The same thing applies to a product, too. And that’s why I think that specific product advertising has only limited effect. In the long run, it’s image that really counts.
Yes, advertising can help build product recognition but product itself builds image.
2. Typical dialogue
1) Background information: Due to the need of image establishment and the requirement of business expansion, businesses have to publicize themselves. While staying at the New York brunch office, Ms. Qee Wei of Skyline Company outlines her company to an American businessman, Mr. Fred Thomson.
Ms. Qee Wei, Mr. Fred Thomson
2) Practical dialogue:
Mr. Thomson, have you heard of our company before?
Yes, I read about your company in newspapers and magazines, but just a little. Can you tell me something about your company Ms. Qee?
My pleasure! Our company was established in 1980, we specialize in manufacturing electronic products and exporting them all over the world. We grossed about 16 millions U.S dollars last year and our business is growing steadily. Our brunch offices are in Asia, north-America, and Europe.
How many employees are there in your company?
There are over 2,000 employees in our company including the brunches and affiliated firms. All our employees are working diligently to serve the needs of our customers.
Your company really has strength.
Yes, indeed. In order to further develop our overseas market, we need more cooperation from you and our customers. I hope you, Mr. Thomson, and everybody here, will consider doing business with us. Here are some introductory materials about our company.
Thank you for your introduction. I hope we will cooperate in the future.
I hope so, too.