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Unit 10

New Business Types

Unit 10

New Business Types

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世纪商务英语综合教程 III

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MarketingMarketing


The way of doing business overseas is rapidly changing.

The Internet, electronic funds transfer, e-commerce and

the like have brought with them both opportunities and

threats.

E-commerce enables a firm or an individual to conduct

business over an electronic network, typically the Internet.

According to experienced organizations, the introduction

of e-commerce can, if it's done correctly, lower transaction

costs; reduce inventory holdings; provide a competitive business advantage;

expand one's market; increase speed to market; streamline supply chain

management.


ContentsContents

Real Life Practice4

Practical Writing5

1 Text A2

Lead-in11

Text B3



Lead-inLead-in

Lead-in Text A Text B Real Life Practice Practical Writing


Listening1

Discussion2

Spot Dictation3

Comprehension4


Lead-inLead-in

1 Listening Listen to the news report and choose the best answer for each question.



1. What is the topic of the news report?

A. A software called AdSense.

B. Online business opportunities.

C. Google’s promotion program.

2. What is the AdSense program designed for?

A. Making advertisements for website owners.

B. Making advertisements for Google.

C. Helping website owners earn an income by putting ads on their sites.

3. Why is the AdSense program very nice?

A. It is very simple to implement and maintain.

B. It only charges a very low fee.

C. It provides straightforward service for the website owners.

1

√

2

√3

√

Tape Script


Lead-inLead-in

1 Listening



4. What need you do if you want to place the ads on your website?

A. Pay a small fee.

B. Insert a small piece of code.

C. Learn to use the program.

5. How would you describe the ads?

A. They are related to the websites’ content.

B. They are noticeable and annoying.

C. They are a type of pop-up ads.

6. What should you do if you want to see whether the program suits your

needs?

A. Check the log-in area for statistics.

B. Display the ads for a short period of time for trial.

C. Read the Terms of Service of the program.

3

√

4√

5

√

Listen to the news report and choose the best answer for each question.

Tape Script


Lead-inLead-in

2 Discussion



You have probably noticed that across the Web, advertising is becoming more and more “in-your-face”. There are now pop-up ads, ads that play music and sound tracks, ads that swim across the screen, and so on. What do you think of web advertising? Discuss with your partner and report your answers to the class.

The following questions can be taken as reference:

1. Do you like to see ads when you open a webpage? Why?

2. What kinds of products or services are suitable to advertise on the Web?

3. Why do many companies choose to advertise on the Web?

4. If you are running a website, will you place ads on your website? Why?


Lead-inLead-in

3 Spot Dictation

The speaker is talking about how e-commerce business operates. Listen to

the passage and fill in the missing information.



This Is How E-commerce Works

The consumer moves through the Internet to the

1 From there, he decides that he wants

to 2 something, so he is moved to the

3 server, where all of the information he

gives is encrypted. Once he has 4 , the information moves

through a 5 gateway to a Processing Network, where the issuing and

acquiring banks 6 the transaction. This generally takes place in

no more than 7 .

merchant’s web site _________________ .

purchase ___________ .

online transaction _________________ .

placed his order _______________ .

private __________ .

complete or deny ________________ .

5-7 seconds ____________ .


Lead-inLead-in



3 Spot Dictation

The speaker is talking about how e-commerce business operates. Listen to

the passage and fill in the missing information.

This Is How E-commerce Works

There are many different 8

available to meet the varied processing needs of merchants,

from those who have a few orders a day to those who

9 thousands of transactions daily. With the

addition of Secure Socket Layer technology, e-commerce is also a very safe

way to 10 transactions.

process __________.

payment systems ________________

complete ___________


Lead-inLead-in



4 Comprehension Listen to the passage again and complete the chart showing how e-commerce works with the following choices.

A. Online Transaction Server

B. Online Consumer

C. Processing Networks

D. Issuing Bank

E. Acquiring Bank

F. Merchant Website


Text AText A

Reading

Comprehension

Vocabulary

Translation

Part 1

Part 2

Part 3

Part 4



Discussion Part 5


Text A ReadingText A Reading

Read the passage about e-commerce and answer the following questions.

1. What can you infer from “only one California distributor had a link”?

2. Why are so many distributors slow to partner with their principal suppliers?

3. Who are the target group of e-commerce?

4. According to the writer, why is cheaptickets.com better than other travel agents?

5. What is the possible relationship between manufacturers and their distributors?



Few distributors know the importance of e-commerce._______________________________________________________________

Some of them have no website at all and the others are afraid of the trust issues. ______________________________________________________________________________________________________________________________

Young people._______________________________________________________________

It is because it’s convenient and save time for customers. _______________________________________________________________

They should be real partners._______________________________________________________________





New Words and Expressionsunbelievable [] a. 难以置信的bothersome [] a. 麻烦的 , 令人讨厌的jellyfish [] n. 水母 and so forth 等等cute [] a. 聪明的 , 伶俐的 ; 可爱的 take on 呈现sophisticated [] a. 复杂的 , 精密的 , 精良的 tack on 附加 , 增添



Is E-commerce Your Future?



1 “Unbelievable, only one California distributor had a link!” Upon visiting a

major manufacturer’s website, I conducted a distributor search for California.

It’s unfortunate that so many distributors

are slow to partner their principal suppliers. For some distributors it is because

they do not yet have a website, hard as that is to believe. And for others it is a

trust issue.

How wrong they are!

When 引导时间状语从句；过去分词 listed 做后置定语； to...from... 介宾短语做后置定语。

When the list appeared on my screen, only one distributor listed had a link to

their site from the manufacture’s site.

that 引导宾语从句，其中 by sharing information 做状语。

Some distributors still believe that by sharing information, they will

loose customers.






2 Your customers might not be getting any younger, but their purchasing staff

most certainly is. With this youth, also come new ways of doing business.

Younger people are quite comfortable with the Internet and many prefere-

commerce to “bothersome” visits to your counters. Just the other day upon

leaving for school, my nine-year-old son asked my wife to find him some pictures

of jellyfish for a school project. He proceeded to explain to her how to go to

www.yahoo.com and so forth to find the pictures he needed. She thought it was

so cute. For us, it’s a wake up call!






本句主结构是 E-commerce is taking on several forms from the straightforward amazon.com style...to more sophisticated arrangements..., giving..., selecting,... and receiving 并列做 of 的宾语。take on: 1) to begin to have a particular quality or appearance His life had taken on a new dimension.

2) to agree to do some work or be responsible for something We can’t take on any more work, we’re fully stretched at the moment.

3) to start to employ someone ［ =hire ］ We’re taking on 50 new staff this year.

E-commerce is taking on several forms from the straightforward amazon.com

style of giving your credit card number, selecting the items you want and

receiving your purchase a couple of days later via a delivery company to more

sophisticated arrangements similar to what the automotive industry is putting

together.

3






I personally find cheaptickets.com both a convenience and a time-saver, giving

me a wonderful choice on my air travel needs. I might not have ever considered

that as a possibility. But, a while back my travel agent started tacking on a $10

per ticket booking fee. Their new business strategy did not add value to our

relationship in my eyes. Needless to say, I am no longer their client.






4 Back to the younger purchasing agents trying to work their way up the

corporate ladder, they are putting in extra hours, working late. Since it is late

and manufacturers are closed, they go to thomasregister.com looking for a

particular product supplier and find what they need. The manufacturer is a real

partner in distribution and has distributor search capability on their website.

As with 意思是“正如……一样”； if 引导条件状语从句； where 引导表语从句。

As with the earlier mentioned example, if there is only one distributor with a link,

that is where the purchaser goes. Will that be you?


Text A ComprehensionText A Comprehension

Decide whether the following statements are True or False.



1. Many distributors are not willing to become partners with their principal

suppliers.

2. Almost everyone is comfortable with the Internet and many prefer e-

commerce.

3. amazon.com is an example of direct online selling.

4. The writer chooses cheaptickets.com and regards it not only as a

convenience but also a time-saver.

5. Younger purchasing agents often work late to visit their manufacturers.

T（）

F（）

T（）

F（）

T（）


Text A VocabularyText A Vocabulary



1. Aircraft noise is particularly near the airport.

2. Obviously they’re not enthusiastic, hardworking , but I don’t

really like to fire anyone.

3. It’s that I’ve got such a good opportunity.

4. Her face a terrified expression.

5. As far as defense is concerned, we need to buy more

Part 1 Complete the sentences with the following expressions. Change the form where necessary.

unbelievable capability issue sophisticated tack onbothersome principal client and so forth take on

bothersome _____________

really___________

unbelievable _____________

sophisticated _____________

took on ___________

weapons.





6. Kellogg business school requires all part-time MBA students to have access to

a computer with Internet .

7. To fully understand a new item in business, we’d better focus on its

value and contribution at the beginning.

8. The government again refused to make comments on the economic .

9. At the last minute, they a couple of extra visits to my schedule.

10. Every company treat their as the number one resources, thus

service quality has been improved steadily.

Part 1 Complete the sentences with the following expressions. Change the form where necessary.

unbelievable capability issue sophisticated tack onbothersome principal client and so forth take on

capability _____________

principal ___________

tacked on ____________

clients ___________

issues ________



1. Local terminals are linked the central computer.

2. It’s easy to change the text screen before printing it.

3. The computer comes complete software and games.

4. In our business, we need people who are comfortable computers.

5. Employees said they prefer flexible working hours fixed ones.

6. I can send him a note the internal mail system.

7. Her job is broadly similar mine.

8. What was your reaction hearing the news?



Part 2 Complete the sentences with suitable prepositions.

on/upon__________

on________

to_______

with________

with________

to_______

via________

to_______


Text A TranslationText A Translation

Part 1 Translate the following terms into Chinese.



1. purchasing staff 5. travel agent

2. delivery company 6. booking fee

3. automotive industry 7. business strategy

4. air travel 8. corporate ladder

采购人员 ___________________

快递公司 ___________________

汽车产业 ___________________

航空旅行 ___________________ 企业晋升阶梯 ___________________

经营策略 ___________________

预订费 ___________________

旅行代理商 ___________________



Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English.



1. Upon visiting a major manufacturer’s website, I conducted a distributor search

for California.

Google can be used to ( 进行任何类型文件的搜索 ), including Mp3, PDF, and video.

2. Your customers might not be getting any younger, but their purchasing staff

most certainly is.

Order processing is

( 采购人员最重要的工作职责 )in companies.

conduct a search for almost any file type___________________________________

the most important job duties performed by purchasing staff________________________________________________





3. He proceeded to explain to her how to go to www.yahoo.com and so forth to

find the pictures he needed.

In the seminar, we discussed

( 投资和经济状况等 ).

4. But, a while back my travel agent started tacking on a $10 per ticket booking

fee.

They’ve ( 加了几项新的条款 ) to the

end

of the contract.

Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English.

investments, the state of the economy and so forth. _________________________________________

tacked on a couple of new clauses______________________________





1. Some distributors still believe that by sharing information, they will loose

customers.

2. Younger people are quite comfortable with the Internet and many prefer e-

commerce to “bothersome” visits to your counters.

Part 3 Translate the following sentences into Chinese.

他们中的一些人认为，共享信息会导致失去客户。 ____________________________________________________________

年轻人喜欢互联网，更加倾向于采用电子商务的方式做生意，而不是传统的那种令人厌烦的一次又一次登门拜访。 ____________________________________________________________

____________________________________________________________





3. E-commerce is taking on several forms from the straightforward amazon.com

style of giving your credit card number, selecting the items you want and

receiving your purchase a couple of days later via a delivery company to

more sophisticated arrangements similar to what the automotive industry is

putting together.

Part 3 Translate the following sentences into Chinese.

电子商务有多种经营模式，涵盖了从亚马逊书店那种比较直接的，即提交信用卡账号，选择商品，然后几天后通过快递公司得到商品，到更加复杂的汽车工业的运营方式。

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________


Text A DiscussionText A Discussion

Discuss the following questions with your partner and report your answers to the class.



1. Do you think it is important for companies to operate online business? Why?

2. Have you ever purchased any products online? How do you feel about it?

3. What kinds of products are suitable for selling online? Why?


Text B Text B

Reading

Comprehension

Vocabulary

Translation

Part 1

Part 2

Part 3

Part 4




Text B ReadingText B Reading



New Words

Business Process Outsourcing n. 业务流程外包 outsource [] v. 交外办理 , 外购off-site a. 厂区外的 , 公司外的 facet [] n. 方面payroll [] n. 薪水管理 ; 薪水 convince [] v. 使……确信 , 使……信服 follow suit 照着做





Ever since the boom of computer science, many new forms of business

have popped out with their splendid future.

插入语 BPO in short 起到解释说明的作用。outsource v. if a company outsources, it pays to have part of its work done by

another company

● The new boss decide to outsource the marketing process.

● He works for a small business that outsources bookkeeping to an accounting

firm.

outsourcing n.

● The management guaranteed that outsourcing wouldn’t mean job losses.

Business Process Outsourcing, BPO

in short, is one of the most popular types in recent China.





BPO

1 Business Process Outsourcing (BPO) is the

business practice of using specialized people or

companies outside of the main business area.

the call centers handle enquiries for the company

as if they were within the main company. However, the call enquiries routed to

the off-site call centers usually deal with only one facet of the company’s

business.

located in... 过去分词短语做后置定语。

A good example of BPO is when large companies use call centers located in

different parts of the world.





BPO

2 There are a number of BPO applications within many companies.

Information technology, accounting, and human resources can all be handled

by BPO. Work may be sent outside of the main company to others who

specialize in the appropriate area.

payroll n. 1) ［ U ］ the activity of managing salary payments for workers in a company ● The company has adopted a computerized payroll system.

2) the total amount of wages paid to all the people working in a particular company or industry ● The annual payroll was $88 million. ● With debts of $4 million and a monthly payroll of $1.2 million, the venture is

clearly heading for trouble. 3) on the payroll: if someone is on the payroll of a company, they are employed by that company

payroll





BPO

3 A company may use BPO because of cost considerations, or simply

because they do not have the expertise to deal with certain areas. Many

companies have come under criticism for using BPO to cut costs, especially in

the call center areas. Many of the call centers that companies use are now

based in third world countries. They may also be based in slowly developing

countries, where the costs to run a business is far lower than in the location of

the main company. China, for example, is a growing home to many call centers

for businesses around the world.





BPO

4 Salaries in China are relatively low compared to

those in the Western world. China also has a very

high number of English speaking graduates, and

many call center workers in China are university and

college graduates.





BPO

5 By outsourcing business to countries such as China, companies can

generate larger profits. They do not have to pay the large salaries that would be

required if the call centers were based natively. Despite public criticism of BPO,

many such jobs have been created in developing countries.





BPO

6 Many people see BPO as a situation, but others have not been

. Businesses have begun to compete with each other to offer the

lowest prices possible. If one business is using BPO in a third world country,

then it makes sense for other businesses to . This leads to a growing

lack of resources in first world countries.

no-lose a.

(sl.) describes a set of conditions in which there will be a happy and successful

result whatever happens

● For him this is a no-lose campaign — he will become either vice president-elect

or a much stronger presidential contender for the next election.

no-lose

convince vt. 1) to make someone feel certain that something is true

● Her arguments didn’t convince everyone. convince somebody of something

● He managed to convince the jury of his innocence.2) to persuade someone to do something convince somebody to do something

● I hope this will convince you to change your mind. synonym: persuade

convinced

follow suit: to do the same thing as someone else

● When one airline reduces its prices, the rest soon follow suit.

● Some shareholders have their own reasons to hold a position ( 持仓 ). You don’t

need to follow suit.

follow suit





BPO

7 Another cause for concern with BPO is that employment will drop in first

world countries such as the US and UK. If all business is outsourced at a lower

cost to other countries, then employment in the company’s native country will

begin to fall. In the long term, BPO may not be as ideal as companies think.

that...,and that... 是两个并列的宾语从句，做 believe 的宾语。

Economists believe that the practice needs greater consideration and that

research must be conducted on the long-term effects of BPO.


Text B ComprehensionText B Comprehension

Part 1 Complete the table according to the passage.



Business Process Outsorucing

Definition

A Good Example

Other Areas Involved

Aspects Advantages Disadvantages

Salary

Language

Answer

The business practice of using specialized people or companies outside of the main business area.

The call centers located in different parts of the world.

information technology, accounting, payroll and human resources, etc.

relatively low

very high number of Englishspeaking graduates


Text B ComprehensionText B Comprehension

Part 1 Complete the table according to the passage.



Business Process Outsorucing

Aspects Advantages Disadvantages

labor

Resources

Employment in

Developed Countries

The Author’s Conclusion

Answer

university and college graduates

a growing lack of resourcesin first world countries

employment will drop

It needs greater consideration and that research must be conducted on the long term effects of BPO.


Text B VocabularyText B Vocabulary

Part 1 Match the expressions on the left with the explanations on the right.



1. outsource A. to make someone feel certrain that something is true

2. off-site B. the activity of managing salary payments for workers in a

company

3. convince C. to send out (work, for example) to an outside provider or

manufacturer in order to cut costs

4. foloow suit D. aspect

5. payroll E. happening away from a particular place, especially a place

of work

6. facet F. to do the same as someone else has done

Answer 1. C 2. E 3. A 4. F 5. B 6. D





Part 1 Complete the sentences with the following expressions. Change the

form where necessary.

1. Some companies to cheaper locations to cut costs.

2. A small team worked on the project.

3. Budget companies have been so successful that other airlines have had

to and lower their fares.

4. The company now has 350 people on the .

5. The officials were eager to us of the safety of the nuclear reactors.

off-site facet convince follow suit consideration

payroll drop outsource lead to specialize in

convince __________

off-site __________

outsource __________

follow suit ___________

payroll ________





Part 1 Complete the sentences with the following expressions. Change the

form where necessary.

6. He has traveled extensively in China, recording every of life.

7. A second-hand computer may be fairly cheap to buy, but you’ve got to take

into the money you’ll spend on repairs.

8. Such a mistake would perhaps disastrous consequences.

9. We need to the price to compete for market share.

10. Our company the sale of cotton piece goods. May I act as

your agent?

off-site facet convince follow suit consideration

payroll drop outsource lead to specialize in

specializes in _______________

consideration _____________

facet __________

drop __________

lead to _________


Text B TranslationText B Translation

Translate the following sentences into Chinese.



1. Business Process Outsourcing (BPO) is the business practice of using

specialized people or companies outside of the main business area.

2. A company may use BPO because of cost considerations, or simply because

they do not have the expertise to deal with certain areas.

业务流程外包（ BPO ），即雇用专业人员或公司在公司外部进行的业务活动。 ______________________________________________________________

公司外包业务流程可能是为了节省成本，或因为公司本身没有处理某些业务的专业技能。 ______________________________________________________________

______________________________________________________________


Text B TranslationText B Translation



Translate the following sentences into Chinese.

3. By outsourcing business to countries such as China, companies can generate

larger profits. They do not have to pay the large salaries that would be

required if the call centers were based natively.

4. If all business is outsourced at a lower cost to other countries, then employment

in the company’s native country will begin to fall.

通过将业务外包到例如中国这样的国家和地区，公司就可以获得更多利益。如果将呼叫中心设在公司所在国，公司就要支付员工更多工资，但如果把呼叫中心设在这些地区，就会节省大笔支出。

______________________________________________________________

______________________________________________________________

______________________________________________________________

如果所有的业务都被转移到成本更低的其他国家，那么公司所在国的就业率就会开始降低。 ______________________________________________________________

______________________________________________________________


Real Life PracticeReal Life Practice



Dell is the world’s leading computer systems company. They design, build and customize

products and services to satisfy a range of customer requirements. From the server, storage

and professional services needs of the largest global corporations, to those of consumers at

home. Its success has been considered “a miracle caused by new business type”.





Read the materials followed and perform the tasks with your partner.

Dell Computer

Background Michael Dell started the company in 1984 with the

revolutionary idea to sell custom-built computers directly to the

customers. With the power of direct sales and Dell’s team of

talented people, they are able to provide customers with superb

value; high-quality, relevant technology; customized systems;

superior service and support; and products that are easy to buy

and use.

Dell uses a direct business model that starts and ends with the customers.

They have literally defined the e-commerce business model.





Dell Computer

Comments

Since its launch in the mid 1990s, Dell’s e-commerce business has been a

poster child for the benefits of online sales, says Aberdeen Group analyst Kent

Allen. The company’s strategy of selling over the Internet — with no retail outlet

and no middleman — has been as discussed, admired and imitated as any e-

commerce model. Dell’s online sales channel has been proven so successful,

says Allen, that the computer industry must ask: “Does the consumer need to go

to the store to buy a PC anymore?”





Dell Computer

“What we know about how consumers buy

online is that they start with low-ticket, low-risk

goods like books, and they eventually begin to

trust the Internet more and gradually to higher

end products like PCs and travel.”

At this point,“Enough consumers have been shopping online for three or

more years that they trust the Internet to buy almost anything.”





Dell Computer

Launched as a static page in 1994, dell.com took the

plunge into e-commerce shortly thereafter, and by 1997 had

become the first company to record a million dollars in online

sales, according to Dell spokesperson Deborah McNair.

After six years of strong online sales — widely regarded by analysts as

stumble free — Dell has racked up some impressive statistics. In the last quarter

of 2002, dell.com logged a billion page views. According to Dell spokesperson

Bob Kaufman, about half of the company’s revenue came from the site, which

means approximately $16 billion flowed through dell.com in 2002.

The Front End





Dell Computer

A key part of Dell’s success, says Aberdeen’s Allen, is that the site offers

consumers “choice and control.” Buyers can click through Dell and assemble

computer system piece by piece, choosing components like hard drive size and

processor speed based on their budgets and needs.

Profit Source: B2B

While Dell’s consumer sales are highly visible, thanks in part to a high profile

TV campaign, its business sales are a much bigger revenue source. “About 15

percent of our total revenue is consumer business and the rest is B2B,” Dell’s

Kaufman says. “Our major focus in the IT marketplace is selling servers, storage

products, network switches and services to corporate customers. A lot of the e-

commerce engine revolves around that.”





Dell Computer

The Back End

Now that many e-retailers have built a customer-friendly front end, their

back end supply chain is a greater focus, says Aberdeen’s Allen.“That’s a lot of

what you saw this past Christmas: progress on making sure e-retailers weren’t

just capturing the order but were fulfilling the order. That’s where Dell is

continuing to succeed.”





Dell Computer Making a Giant Bigger

As for how Dell expands from here — having built a

thriving e-commerce operation, but faced with a slow market —

no analyst would entertain a guess. But a recent Dell

announcement provides a clue.

Last July, the company began to experiment with kiosks in

shopping malls. Since launching the initiative, it has opened 57

kiosks in nine states. Recently, Dell announced it would

increase the number of its kiosks.





Dell Computer

The kiosks are mini-stores, about 10-12 feet wide, with basic inventory and

Dell salespeople. Dell’s Kaufman explains that the kiosks enable mall shoppers to

“go in and touch and feel some of our products and then either order right there or

go back home and order.”

So part of the e-commerce giant’s expansion effort is geared, ironically,

toward traditional retail. Or rather, since the kiosks are tied electronically to

dell.com, they’re an odd hybrid: a brick-and-mortar mini-store with an e-

commerce option. Analysts note that one of the advantages of the Sears kiosk

placement is that, in comparison to the Dell site, the department store’s foot traffic

contains a higher percentage of women and shoppers who are over 55.





Dell Computer

Certainly, though, it appears that Dell’s core focus will

remain its direct e-commerce model. Perhaps the best estimate

of where Dell goes from here is more of the same, just bigger

and better. As Aberdeen’s Allen observes, “With e-commerce,

there’s no end. You’re never done, it’s constantly evolving, and

it has to reflect the dynamics of the market. If anyone thinks they

can catch up with Dell, there is no catching up — it’s just trying to stay ahead of

the customer.”





TASK ONE

Many people are so curious about Dell’s

sudden success and keep studying on this subject.

Why did Dell choose e-commerce? What are the

advantages of the direct e-commerce model? What

are Dell’s main business? How does Dell plan to

expand? Discuss the questions with your parther and

make a presentation.





TASK TWO

Inspired by Dell’s success, you intend to open a household

appliance store. You have rented a big shop downtown and it

costs you a lot. With a gradual improvement in sales, the

expansion becomes a next-stage issue. However, cheatings, fake

goods and transaction risks on the Internet have hindered you and

your colleagues.

How can you expand your business? The following questions can be taken into consideration. What should you do to start your e-business? How can you promote your goods online? What will be done to protect your transactions? In all, what is your business plan? Work with your partner to fulfill a feasible business project. The whole procedure may enable you to start your own business in the future. ebay.com and taobao.com will be very good examples.


Practical WritingPractical Writing

E-mail Sales Message



An e-mail sales message is designed to generate sales. It persuades the

reader to place an order. To sell, the e-mail must be specific, go to the right

audience, appeal to the readers’ needs, and it must be informative.

1. Write a compelling and truthful subject line.

Great subject lines communicate the content of the message and promise

a product, service, or outcome of real value.

Branding: Learn Why the Future of Your Company Depends upon It

This subject line instantly points out its subject (branding), tells what you’ll

learn, and hints at what will happen if you don’t learn it.






2. Deliver a clear message up front.

Your readers are busy — they don’t have time to figure out what you’re

offering. They’re impatient, too. Be direct and succinct. Start with a clear

statement of what you’re offering.

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business or site? Try Postcards.

Concise and to the point, this beginning grabs the readers with a question

and then offers a solution.

3. Deliver one message.

E-mail readers have short attention spans — long enough to digest one

message, no more. The best strategy for delivering multiple e-mail sales

messages is to write a separate message for each product you’re trying to sell.






4. Provide value.

In return for opening and reading your communication, give readers

something of value: useful information or a special offer, and perhaps something

free or discounted.

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To learn what’s powering security on all the leading websites, request your

FREE copy of “Securing Your Website for Business” from VeriSign.

5. Show readers how they will benefit.

It’s not enough just to tell readers about what you offer. Let them know how

your product, service, or offer will benefit them.

Sign up for the Personal Financial Advisory and you’ll get powerful,

objective, personalized advice each week by e-mail on how to invest your

money to enable you to reach your personal financial goals.






6. Include a call to action.

Tell your readers exactly what you want them to do. Don’t just tell them to

check out your site. Tell them what action to take. Invite them to sign up for your

free newsletter, and buy your product.

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Download the demo software.





Part 1 Read the following e-mail sales message to see how the message is

designed.

Part 2 You’ve just opened a store on taobao.com. Design an e-mail sales

message for your products, trying to make it as appealing as possible.

图片暂缺

www.themegallery.com

LOGO

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