新编剑桥商务英语高级第三版31.docx
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新编剑桥商务英语高级第三版31.docx
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新编剑桥商务英语高级第三版31
MODULE3BUSINESSTOPIC
3.1Communicationatwork
VOCABULARYMeanofcommunication
1Whatdoesthisquotationmeantoyou?
‘Thinklikeawisemanbutcommunicationinthelanguageofthepeople.’
W.B.Yeats,poet(1865-1939)
2DeletetheverbthatdoesNOTgowitheachtypeofbusinesscommunication.
0anemailsend/draft/post
1aphonecalldo/make/receive
2apressreleaseputup/issue/putout
3anadvertisingcampaignlaunch/run/make
4apresentationgive/make/tell
5ameetingorseminarhold/attend/carryout
6areportproduce/run/publish
7anoticeputout/putup/display
8amemotoallconcernedpublish/sendout/circulate
9informationontheInternetpost/make/put
3ForwhichofthefollowingwouldyoufeelmostconfidentusingyourEnglish?
Andleastconfident?
Discusswithyourpartner.
apresentationameetingaphonecallareportanemail
4Discussthesequotationswithyourpartner.
●Haveyouhadgoodexperiencesofdealingwithcompaniesthroughcallcentres?
●DoyoushopontheInternet?
WHY?
/WHYNOT?
●Withwhichproductsorservicesisface-to-facecontacthelpful?
Withwhichisitunnecessary?
5ReadthefiveextractsfromthemagazineManagementNowonpage27andthenmatcheachoftheeightstatements(1-8)withoneoftheextracts.Youwillneedtousesomeofthetextsmorethanone.
0Youcangatheralotofcustomerdatawithmoderncomputersystems.A
1Onefuturetrendwillbemoredirectcontactbetweencompaniesandtheircustomers._____
2Businesshasn’treallychanged,onlythemediaofcommunication._____
3Companiesneedtothinkaboutwhichchannelismostappropriatetotheircustomers’needs._______
4Customersarefrequentlyfrustratedbynotbeingputthoughquicklytothepersontheyneedtospeakto._____
5Thereislesshumaninteractionnowadays,butthisisn’tnecessarilybadforthecustomer.________
MANAGEMENTNOW.APRILISSUE
Bettercommunication?
‘THEMOREELABORATEOURMEANSofcommunication,thelesswecommunication.ˊThesewerethewordsofJosephPriestlyover200yearsago.Butifthatwastruethen,whatwouldhemakeofcommunicationstechnologytoday?
NatalieFitzgeraldaskedfivepeopleworkinginthefieldwhattheythought.
ABillOsmond,dataanalyst
Ithinkhe’sgotagoodpoint.PowerfulITsystemsgivecompaniesenormousamountsofinformationoncustomerbehavior,butit’swhattheycandothisdatathatmatters.AgoodexampleinrecentyearswasCentrica,theBritishutilitycompany.ItacquiredabigportfolioofdifferentcompaniesandthenspenthugeamountsofmoneyonanITsystemdesignedtocross-sellitsvariousproductsandservices-financialservices,telephonecontracts,energysupplyandsoon_tothecustomersinitsdifferentbusinesses.Buttheynevermanagedtodoit,becausetheirITpeoplewereunabletomergeallthecustomerdatabasesortomakethemtalktoeachother
BSARAHBRIDGESTONE,formercallcentremanager
Absolutely.Callcentrescanmoreoftenactasabarrierthanahelp.Talktheexampleofawell-knownmobilephoneoperator.Whenacustomercalls,he’sgivenalistofoptionstochoosefrom:
dialIforbillenquiries,2toupgradehishandset,3ifhehasatechnicalproblem,4ifhe’sthinkingofleavingthecompany.Fromeachofthesehe’stakenthroughanotherlistofoptions.Ifhestillcan’tfindwhatheislookingfor,he’sinvitedto‘stayonthelineuntilanoperatorbecomesavailable’.Thiscantakeuptotenminutes,bywhichtimeheisnowserio
uslythinkingofgoingbacktooption4andcancellinghiscontract.Itreallyseemscounter-productive.
CDOUGCOOK,bankmanager
Thereisnodoubtthatmoderncommunicationchannelshavedepersonalizedalotofcustomercontact.Bankshavebeendoingthisforyears,tryingtocommoditisetheservicethattheyoffersothattheycanrationalizeitandmakeitcheapertodeliverMosttransactions-bankdeposits,cashwithdrawals,issuingofstatements-havebeenautomatedwhetheratacashmachine,overthephoneoronline.Thishassavedcompaniesandthecustomermoney.Butcost-cuttingisbynomeanstheonlydriver-it’satrendalsodriverbycustomerdemandforaquickandflexibleservice.
DFARHANAPATEL,onlineretailer
It’sjustaboutconvenience.WhetherItextyouamessageortellyouthesamemessageface-to-face,it’sstillamessage.ThegrowthofInternetshoppingcomparedtothatofhighstreetshoppingshowsveryclearlythatcustomerswantcheaperandmoreaccessibleservices.Sellersliketheconveniencetooofcourse.eBaystartedoutasamarketplaceforindividualsbut,increasingly,companieshaveusedittosellproductsdirecttoconsumers.Infaceit’snotverydifferentfromatraditionalmarketplace.Thereisstillacommunityofbuyersandsellerswhotalktoeachotheranddobusinessjustthesameasiftheyweredealingface-to-face.
EBRIANMAC
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