《工商管理專業(yè)英語》課件-工商管理專業(yè)英語unit-17

BusinessSchoolofNankaiUniversityGlossaryencoding:n.Toconvertdatabytheuseofacodeoracodedcharactersetinsuchamannerthatreconversiontotheoriginalformispossible.Encodeissometimeslooselyusedwhencompletereconversionisnotpossible.編碼decoding:

n.Toconvertfromcodeintoplaintext.譯解unplanned:adj.Notthoughtoutorpreparedinadvance;spontaneous:無計劃的未預(yù)先沒想或準備的distortion:n.

Astatementthattwistsfact;amisrepresentation.歪曲，曲解扭曲事實的陳述；曲解unaware:adj.

Notawareorcognizant.未意識到的，不知道的teaser:n.

Anadvertisementthatattractscustomersbyofferingsomethingextraorfree.

優(yōu)惠廣告通過提供額外的或免費的東西來吸引顧客的廣告familiarity:n.Thequalityorconditionofbeingfamiliar.熟悉，通曉熟悉的特點或狀態(tài)BusinessSchoolofNankaiUniversityGlossaryextol:

v.

Topraisehighly;exalt.高度贊揚；吹捧dealer:n.Onethatisengagedinbuyingandselling:商人從事買賣的人：rebate:n.Adeductionfromanamounttobepaidorareturnofpartofanamountgiveninpayment.折扣；部分退款從將要支付的款子里減掉一部分或從已支付的款子里退還一部分premium:n.

Somethingofferedfreeoratareducedpriceasaninducementtobuysomethingelse.贈品為刺激購買其它物品而免費贈送或減價銷售的東西dealership:n.

Afranchisetosellspecifieditemsinacertainarea.代理權(quán),經(jīng)銷權(quán).商品經(jīng)銷特許權(quán)在某一區(qū)域內(nèi)出售某特定商品的特許權(quán)cognitive:adj.Of,characterizedby,involving,orrelatingtocognition:認識的屬于、描述、包括或有關(guān)認識的,認知的affective:adj.

Influencedbyorresultingfromtheemotions:感情的受感情影響的或由感情引起的,情感的,表達感情的BusinessSchoolofNankaiUniversityGlossarysiding:

n.Ashortsectionofrailroadtrackconnectedbyswitcheswithamaintrack.側(cè)線，岔線由轉(zhuǎn)轍器同主軌相連的一短段鐵路路軌credibility:n.

Acapacityforbelief:可信程度：anticlimactic:adj.

虎頭蛇尾的headline:n.Thetitleorcaptionofanewspaperarticle,usuallysetinlargetype.大字標題通常用大號鉛字排印的新聞報道的標題或題目novelty:n.Thequalityofbeingnovel;newness.新奇新穎的性質(zhì)；新鮮distinctive:adj.

Characteristicortypical:特別的，特殊的；有特色的：cute:n.Shrewd;clever.機靈的；精明的tout:v.

Topromoteorpraiseenergetically;publicize:吹噓，吹捧促銷或激情洋溢地贊揚；引起公眾對…的注意：BusinessSchoolofNankaiUniversityKeyTermsandConceptsEncoding:

Encodinghere,inthiscontext,referstotheprocessofputtingthoughtintosymbolicform—McDonald’sadvertisingagencyassembleswordsandillustrationsintoanadvertisementthatwillconveytheintendedmessage.Message:Thesetofsymbolsthatthesendertransmits—-theactualMcDonald’sadvertisement.Media:Thecommunicationchannelsthroughwhichthemessagemovesfromsendertoreceiver—inthiscase,televisionandthespecifictelevisionprogramsMcDonald’sselects.Decoding:Theprocessbywhichthereceiverassignsmeaningtothesymbolsencodedbythesender—aconsumerwatchestheMcDonald’sasandinterpretsthewordsandillustrationsitcontains.BusinessSchoolofNankaiUniversitytextMarketersneedtounderstandhowcommunicationworks.Communicationinvolvesthenineelementsshowninthefigurebelow.Twooftheseelementsarethemajorpartiesinacommunication—thesenderandthereceiver.Anothertwoarethemajorcommunicationtools—themessageandthemedia.Fourmorearemajorcommunicationfunctions—encoding,decoding,response,andfeedback.Thelastelementisnoiseinthesystem.DefinitionsoftheseelementsfollowandareappliedtoaMcDonald’stelevisionad:BusinessSchoolofNankaiUniversitytextSender

Encoding

MessageMediaDecoding

Receiver

NoiseFeedbackResponseElementsinthecommunicationprocessBusinessSchoolofNankaiUniversitytextSender:Thepartysendingthemessagetoanotherparty—-McDonald’s.Encoding:Theprocessofputtingthoughtintosymbolicform—McDonald’sadvertisingagencyassembleswordsandillustrationsintoanadvertisementthatwillconveytheintendedmessage.Message:Thesetofsymbolsthatthesendertransmits—-theactualMcDonald’sadvertisement.Media:Thecommunicationchannelsthroughwhichthemessagemovesfromsendertoreceiver—inthiscase,televisionandthespecifictelevisionprogramsMcDonald’sselects.Decoding:Theprocessbywhichthereceiverassignsmeaningtothesymbolsencodedbythesender—aconsumerwatchestheMcDonald’sasandinterpretsthewordsandillustrationsitcontains.Receiver:Thepartyreceivingthemessagesentbyanotherparty—theconsumerwhowatchestheMcDonald’sad.BusinessSchoolofNankaiUniversitytextResponse:Thereactionsofthereceiverafterbeingexposedtothemessage—anyofhundredsofpossibleresponses,suchastheconsumerlikesMcDonald’sbetter,ismorelikelytoeatatMcDonald’snexttimeheorsheeatsfastfood,ordoesnothing.Feedback:Thepartofthereceiver’sresponsecommunicatedbacktothesender—McDonald’sresearchshowsthatconsumerslikeandrememberthead,orconsumerswriteorcallMcDonald’spraisingorcriticizingtheadorMcDonald’sproducts.Noise:Theunplannedstaticordistortionduringthecommunicationprocess,whichresultsinthereceiver’sgettingadifferentmessagethantheonethesendersent—theconsumerhaspoorTVreceptionorisdistractedbyfamilymemberswhilewatchingthead.BusinessSchoolofNankaiUniversitytextThismodelpointsoutseveralkeyfactorsingoodcommunication.Sendersneedtoknowwhataudiencestheywishtoreachandwhatresponsestheywant.Theymustbegoodatencodingmessagesthattakeintoaccounthowthetargetaudiencedecodesthem.Theymustsendmessagesthroughmediathatreachtargetaudiences,andtheymustdevelopfeedbackchannelssothattheycanassesstheaudience’sresponsetothemessage.Thus,themarketingcommunicatormustdothefollowing:identifythetargetaudience;determinetheresponsesought;chooseamessage;choosethemediathroughwhichtosendthemessage;selectthemessagesource;andcollectfeedback.BusinessSchoolofNankaiUniversitytextIdentifyingTheTargetAudienceAmarketingcommunicatorstartswithacleartargetaudienceinmind.Theaudiencemaybepotentialbuyersorcurrentusers,thosewhomakethebuyingdecisionorthosewhoinfluenceit.Theaudiencemaybeindividuals,groups,specialpublics,orthegeneralpublic.Thetargetaudiencewillheavilyaffectthecommunicator’sdecisionsonwhatwillbesaid,howitwillbesaid,whenitwillbesaid,whereitwillbesaid,andwhowillsayit.BusinessSchoolofNankaiUniversitytextDeterminingTheResponseSoughtOncethetargetaudiencehasbeendefined,themarketingcommunicatormustdecidewhatresponseissought.Ofcourse,inmostcases,thefinalresponseispurchase.Butpurchaseistheresultofalongprocessofconsumerdecisionmaking.Thetargetaudiencemaybeinanyofsixbuyer-readinessstages,thestagesconsumersnormallypassthroughontheirwaytomakingapurchase.Themarketingcommunicatorneedstoknowwherethetargetaudiencenowstandsandtowhatstageitneedstobemoved.Thesestagesincludeawareness,knowledge,liking,preference,conviction,orpurchase.BusinessSchoolofNankaiUniversitytextThemarketingcommunicator’stargetmarketmaybetotallyunawareoftheproduct,knowonlyitsname,orknowoneorafewthingsaboutit.Thecommunicatormustfirstbuildawarenessandknowledge.Forexample,whenNissanintroduceditsInfinitiautomobileline,itbeganwithanextensive“teaser”advertisingcampaigntocreatenamefamiliarity.InitialadsfortheInfiniticreatedcuriosityandawarenessbyshowingthecar’snamebutnotthecar.Lateradscreatedknowledgebyinformingpotentialbuyersofthecar’shighqualityandmanyinnovativefeatures.BusinessSchoolofNankaiUniversitytextAssumingtargetconsumersknowtheproduct,howdotheyfeelaboutit?OncepotentialbuyersknowabouttheInfiniti,Nissan’smarketerswanttomovethemthroughsuccessivelystrongerstagesoffeelingstowardthecar.Thesestagesincludeliking(feelingfavorableabouttheInfiniti),preference(preferringInfinititoothercarbrands),andconviction(believingthatInfinitiisthebestcarforthem).Infinitimarketerscanuseacombinationofthepromotionmixtoolstocreatepositivefeelingsandconviction.AdvertisingextolstheInfiniti’sadvantagesovercompetingbrands.Pressreleasesandotherpublicrelationsactivitiesstressthecar’sinnovativefeaturesandperformance.Dealersalespeopletellbuyersaboutoptions,valuefortheprice,andafter-saleservice.BusinessSchoolofNankaiUniversitytextAwarenessKnowledgeLikingLikingConvictionPurchaseBuyer-readinessstagesBusinessSchoolofNankaiUniversitytextFinally,somemembersofthetargetmarketmightbeconvincedabouttheproduct,butnotquitegetaroundtomakingthepurchase.PotentialInfinitibuyersmaydecidetowaitformoreinformation,orfortheeconomytoimprove.Thecommunicatormustleadtheseconsumerstotakethefinalstep.Actionsmightincludeofferingspecialpromotionalprices,rebates,orpremiums.Salespeoplemightcallorwritetoselectedcustomers,invitingthemtovisitthedealershipforaspecialshowing.Ofcourse,marketingcommunicationsalonecannotcreatepositivefeelingsandpurchasesforInfiniti.Thecaritselfmustprovidesuperiorvalueforthecustomer.Infact,outstandingmarketingcommunicationscanactuallyspeedthedemiseofapoorproduct.Themorequicklypotentialbuyerslearnaboutthepoorproduct,themorequicklytheybecomeawareofitsfaults.Thus,goodmarketingcommunicationcallsfor“gooddeedsfollowedbygoodwords.”BusinessSchoolofNankaiUniversitytextIndiscussingbuyerreadinessstates,wehaveassumedthatbuyerspassthroughcognitive(awareness,knowledge);affective(liking,preference,conviction);andbehavioral(purchase)stages,inthatorder.This“l(fā)earn-feel-do”sequenceisappropriatewhenbuyershavehighinvolvementwithaproductcategoryandperceivebrandsinthecategorytobehighlydifferentiated,asisthecasewhentheypurchaseaproductsuchasanautomobile.Butconsumersoftenfollowothersequences.Forexample,theymightfollowa“do-feel-learn”sequenceforhigh-involvementproductswithlittleperceiveddifferentiation,suchasaluminumsiding.Stillathirdsequenceisthe“l(fā)earn-do-feel,”whereconsumershavelowinvolvementandperceivelittledifferentiation,asisthecasewhentheybuyaproductsuchassalt.Byunderstandingconsumers’buyingstagesandtheirsequence,themarketercandoabetterjobofplanningcommunications.BusinessSchoolofNankaiUniversitytextChoosingAMessageHavingdefinedthedesiredaudienceresponse,thecommunicatorturnstodevelopinganeffectivemessage.Ideally,themessageshouldgetAttention,holdInterest,arouseDesire,andobtainAction(aframeworkknownastheAIDAmodel).Inpractice,fewmessagestaketheconsumerallthewayfromawarenesstopurchase,buttheAIDAframeworksuggeststhequalitiesofagoodmessage.Inputtingthemessagetogether,themarketingcommunicatormustsolvethreeproblems:whattosay(messagecontent),howtosayitlogically(messagestructure),andhowtosayitsymbolically(messageformat).BusinessSchoolofNankaiUniversitytextMessageContentThecommunicatorhastofigureoutanappealorthemethatwillproducethedesiredresponse.Therearethreetypesofappeals:rational,emotional,andmoral.Rationalappealsrelatetotheaudience’sself-interest.Theyshowthattheproductwillproducethedesiredbenefits.Examplesaremessagesshowingaproduct’squality,economy,value,orperformance.Thus,initsads,Mercedesoffersautomobilesthatare“engineeredlikenoothercarintheworld,”stressingengineeringdesign,performance,andsafety.Thenpitchingcomputersystemstobusinessusers,IBMsalespeopletalkaboutquality,value,improvedproductivity,andservice.BusinessSchoolofNankaiUniversitytextEmotionalappealsattempttostirupeithernegativeorpositiveemotionsthatcanmotivatepurchase.Theseincludefear,guilt,andshameappealsthatgetpeopletodothingstheyshould(brushtheirteeth,buynewtires),ortostopdoingthingstheyshouldn’t(smoke,drinktoomuch,eatfattyfoods).Forexample,aCrestadinvokesmildfearwhenitclaims,“Therearesomethingsyoujustcan’taffordtogamblewith”(cavities).SodoesaMichelintireadthatfeaturescutebabiesandsuggests,“Becausesomuchisridingonyourtires.”Communicatorsalsousepositiveemotionalappealssuchaslove,humor,pride,andjoy.Thus,AT&T’slong-runningadtheme,“reachoutandtouchsomeone,”arousesstrong,positiveemotions.BusinessSchoolofNankaiUniversitytextMoralappealsaredirectedtotheaudience’ssenseofwhatis“right”and“proper.”Theyoftenareusedtourgepeopletosupportsocialcausessuchasacleanerenvironment,betterracerelations,equalrightsforwomen,andaidtotheneedy.AnexampleofamoralappealistheMarchofDimesappeal:“godmadeyouwhole.GivetohelpthoseHedidn’t.”BusinessSchoolofNankaiUniversitytextMessageStructureThecommunicatoralsomustdecidehowtohandlethreemessage-structureissues.Thefirstiswhethertodrawaconclusionorleaveittotheaudience.Earlyresearchshowedthatdrawingaconclusionwasusuallymoreeffective.Morerecentresearch,however,sugge