2.17 Week 2 Review

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来自 Arizona State University 的课程

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

Arizona State University

商务英语课程:市场与营销英语 Marketing & Sales

3 个评分

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

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

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.

2.17 Week 2 Review8:17

与讲师见面

Andrea Mürau Haraway
International Educator
Arizona State University, Global Launch
Wanda Huber
International Educator
Arizona State University Global Launch
Jenny Young
International Educator
Arizona State University Global Launch
Beatriz Fuentes-Anderson
International Educator
Arizona State University Global Launch

[LAUGH] Hi, everyone and

welcome to module two's review lesson of English for Marketing and Sales.

I apologize for my rudeness, but Andrea brought me my favorite cola,

and I couldn't resist.

When I drink it I think of my mom, because it was her favorite too.

In fact, my grandma told me about drinking it before the recipe was changed.

The only person in my family that doesn't drink this cola is my sister,

but she's a rebel.

Can you guess what my favorite cola is?

[LAUGH] What's your favorite cola?

Are you a highly loyal person to this brand, like me?

Or do you switch between brands, like my sister?

For this review, we'll use Jake's interest in customer loyalty

to review the key concepts and language discussed in this module.

Each story that I tell you about Jake,

try to remember the key concepts of each module.

For example, if I tell you a story about Jake writing surveys,

try to remember the knowledge and concepts you learned about writing surveys.

If something is a little fuzzy, go back to that module and review.

Actually, Jake is more worried than interested.

After some research his worry was confirmed.

Declining customer loyalty is a trend in all industries.

It has even affected the behavior of the most loyal customers,

such as cola drinkers.

From his research he learns that overall,

customers are less loyal than they used to be.

He chooses a simple chart to share this trend with Catherine.

Here's an excerpt from that chart.

Jake said this chart shows three name brand products,

all leaders in their industry, toothpaste, facial cleanser, and cola.

A recent study analyzing customer loyalty in everyday purchases shows that

even cola customers have seen a 16.6% decrease in loyalty.

Looking at this chart, what questions could you ask to help you interpret it?

Do you think the chart was useful for reducing cognitive load?

To help you answer this question, think back to when the chart was on the screen.

Did the chart help you to understand what I was saying?

If it was a useful tool for following what I said, then it reduced cognitive load.

Since Jake's purpose was to get the attention of his audience,

do you think he did the right thing by choosing a simple chart?

Take the in-video poll to see how your opinions compare with those of

your peers from around the world.

To make sure that his audience connected with what he was communicating,

Jake created an infographic similar to the one in the reading.

Remember that infographic?

It was called customer experience and loyalty.

The one you used in the discussion forum.

Since Jake created one very similar to the one you read,

do you think it helped his audience quickly understand

the big picture and the details of the data he presented?

I do too.

Jake decides that he needs to conduct a few surveys.

He has a feeling that the main reason the highly loyal customers are still

loyal is due to the brands image for

doing business ethically and treating its employees well.

But he's not sure.

So, here's the challenge question related to vocabulary.

Jake needs to identify clear goals.

So do you think he begins with a qualitative survey where he

asks open ended questions, or quantitative survey

where he asks closed questions?

Because he needs to better define his goals,

I think he begins with open, qualitative questions.

The data he gathers from the qualitative research will help him

focus his goals and write good closed, quantitative questions.

[LAUGH] These words are so close to each other It may help you to recognize

that the word quantitative is related to the word quantity.

Quantity deals with numbers and calculations, and

it's easier to count, or quantify, closed questions.

Whereas qualitative relates to quality.

Higher quality products usually take more time and effort,

just as qualitative data requires more time and effort to analyze.

So let's jump ahead in time.

Jake has defined his goals for his research.

He wants to learn more about loyal customers' interest level

in recommending others to Biodent toothpaste.

He writes one question, but he isn't happy with it.

You should feel proud of yourself, because with the work

you've done in this module you can help him with this survey question.

Look at this sentence.

Did you say to take out delicious tasting?

[LAUGH] Me too.

He took it out because it was leading and distracting.

For your peer-review assignment, you're going to write five survey questions.

When you review your answers, one good thing to do

is to take out unnecessary adjectives and adverbs.

Okay, we're near the end.

Did the stories I told you help you what Andrea and Jenny covered in this module?

Many people find remembering key concepts of a lesson a few days later very helpful,

so I hope you did too.

Here are the general takeaways from this lesson.

Infographics, charts, and graphs reduce cognitive load.

They can help you interpret the story you want to tell.

A useful strategy for telling a story using a graphic is to use W-H questions.

Sometimes you need to say the exact figure,

while other times it's okay to round off.

To get actionable insights from your surveys,

take care that you write questions that are to the point and

are easy to understand.

And don't push for a positive or a negative answer.

As always it's my pleasure to spend time with you here in English for

Marketing and Sales.

So, until next time.

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