2.11 Chart and Graph Interpretation

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商务英语课程:市场与营销英语 Marketing & Sales

亚利桑那州立大学

课程 3（共 4 门，商务英语课程 Business English 专项课程）

如果你在营销、销售或是广告部工作，你已经知道有效率的沟通是必要的。当你要用英文并用说服他人的方式来表达你的想法，这可能会是很困难的。在本课程，你和全球的成功专业人士加入学习行列时，你将学到有效地使用英文。当你随着在营销部工作的真实情境的人物，看着他们努力地提升他们的沟通技巧，同时你也会提高你的能力。从你的成功和失败的经验中学习，反省你自己的沟通方式、优点和需改进的方面。上完本课程后，你将能够: ● 透过有效率的电子邮件、报告和有说服力的简报来表达你的想法 ● 学习有关市场调查研究、品牌建立，直接营销和广告费用等字汇和用语 ● 对于你商务英语沟通能力的效率，立即获得全世界的销售和营销专业人士的回馈 ● 成为提升商务英语沟通能力全球商务专业人士社群的一份子 If you work in marketing, sales, or advertising, you already know that effective communication is a requirement. This can be even more difficult when expressing your ideas in a persuasive manner in English. In this course, you will learn to use English more efficiently while joining successful global professionals around the world. Develop your skills along with authentic characters that work in marketing and also work hard to improve their communication skills. Learn from your successes and failures, reflect on your own style, strengths, and improvement areas. After taking this course, you will be able to: ● Express your ideas through efficient emails, reports and persuasive presentations ● Learn words and phrases related to market research, branding, direct marketing, advertising costs, etc. ● Get instant feedback about the efficiency of your business communication skills in English from sales and marketing professionals from around the world ● Become part of a global community of business professionals who are developing their English communication skills

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从本节课中

产品的看法 Product Perception

你曾经做过调查吗?你会看到一案例，如生物牙膏营销团队问及路人有关他们对产品的意见。有效的简报和意见调查的是要有清晰和简单易懂的图像来开始。这一周的课程，我们将探讨曲线图，图表和问题来写强而有力的意见调查报告。在有自信地做简报之前，我们将会学习正确地解读这些图表的重要性。 Have you ever been part of a survey? You’ll see an example as the BioDent marketing team asks people from the streets opinions about their product. Effective presentations and surveys first start with clear and easy to understand visuals. In this week’s lessons we’ll explore graphs, charts and questions to create strong surveys. We’ll learn the importance of interpreting these charts and graphs accurately before presenting them with confidence.

2.11 Chart and Graph Interpretation5:17

2.14 Graph and Chart Presentation7:00

教学方

Andrea Mürau Haraway
International Educator
Wanda Huber
International Educator
Jenny Young
International Educator
Beatriz Fuentes-Anderson
International Educator

脚本

Welcome back to English for Marketing and Sales.

Now that you're clear on pie, bar, and

line graphs, we're going to learn the best ways to interpret them.

What do all these lines, numbers, and data mean, and

how do I explain this information to someone else?

Let's interpret these charts one at a time.

So here we have our pie chart.

As we learned from Andrea, its purpose is to show parts to whole relationships.

Sometimes they will be called the circle graphs, but

in English, pie is the most common term used.

Each slice represents a fraction of the whole, the total should equal 100% or 1.

Most effective pie graphs will have only seven slices or less.

When glancing at pie graphs or

charts, it's easy to visually see what slices of the pie are the biggest or

the smallest but the actual numbers or percentages will also be listed.

This helps for simple generalizations or

conclusions of the information being displayed.

Look at this example pie chart.

The first rule to reading any chart is to look at what can be learned from the title

and the numbers displayed.

This shows the results from our surveys and market research for

BioDent Toothpaste.

At the end of the survey,

people were asked if they would use BioDent Toothpaste.

Yes answers are shown by age category.

Orange is certainly a dominant color and it looks like 43% of women

ages 15 through 65 were likely to use BioDent Toothpaste.

Now you try, what group is the smallest represented on the pie chart,

why would this group be most likely to not use BioDent?

Next, we'll move on to bar graphs.

Bar graphs are another easy way to visually categorize data where

the pie chart only answers one question from the market research analysis,

a bar graph can answer several questions.

Usually, information on a bar graph has been first completed in a table.

The table shows data and variables that are considered independent

meaning they are constant and unchanging to the research.

And dependent variables, that depend on the other variables in order to change.

For example, if I want to see how fast a bean plant and

a sunflower grew every day, my independent variable would be the days,

that is constant and something I can't change.

The days will remain the same whether I do my experiment or not.

But the growth of the bean plant and the sunflower are dependent variables,

their results depend on the number of days I let them grow.

Once I have the data I need in my table, I will plot this information onto a bar or

a line graph with an x and y axis.

Often, the x-axis will plot the independent variable.

Let's take a look at our BioDent market research.

Of the different questions asked, we're able to see three different answers,

gray means no, orange is maybe, and blue means yes.

The x-axis shows the number of people surveyed, and

the y-axis shows the questions.

According to the graph, which question produced the most noes?

It certainly seems like people aren't willing to pay more for their toothpaste.

This bar graph gives a quick visual for those on Jake's BioDent marketing team.

They have a reference point or

a starting point of what the public thinks of BioDent and how to move forward.

The last graph is a line graph.

Much like the bar graph, it also represents information on x and

y axis using dependent and independent variables.

Basic line graphs will have only two variables and often show change or

progress as time goes by or in value.

Here's our line graph based on the number of hours spent performing BioDent market

research.

Since time is money,

the team will need to analyze if their research has been worth the cost.

The y-axis shows the number of hours daily

each employee worked on that particular part of the project and

the x-axis has the months where the marketing research took place.

What was the least amount of hours the data analysts worked?

What month did the surveyors work the most?

In our next lesson, we'll talk more about how to present and report these numbers,

especially in group settings.

So what are the takeaways from this lesson?

When interpreting or reading charts and graphs,

start with what you know, the title, the legend, and the axes.

Look for peaks and valleys, or high and lows within the information.

Draw conclusions from your analysis.

Thanks for joining us in this lesson of English for Marketing and Sales.

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