Selling points 賣點

詞匯準備：

selling point
賣點（吸引顧客的）

environmental-friendliness
對環(huán)境無害的

user-friendliness
用戶使用方便的

a computer superstore
電腦超市

kitchen appliances
廚房用具

mobile phone
手機

competitive advantage
競爭優(yōu)勢

diversify
多元化

own-label clothing
自己品牌的服裝

shopping habits
購物習慣

basic requirements
連鎖超市

industry analyst
行業(yè)分析家

cut-price
講價銷售的

retail food market
食品零售市場

使飽和

personal loan
個人貸款

住房按揭

savings account
儲蓄帳戶

margin
利差，賺頭

boost profits
提高利潤

publicity
招引公眾注意的

brand consultants
品牌顧問公司

estate agent
房地產(chǎn)商

bonus points
積分

loyalty scheme
忠實（顧客）獎勵計劃

brand loyalty
品牌忠誠

air miles
里程獎

voucher
優(yōu)惠獎券

banking sector
銀行業(yè)

target customer
銷售對象

credit card
信用卡

interest rate
利率

direct mail
直接郵寄廣告推銷法

public relations
公共關(guān)系

retailer
銷售商

retail group
零售集團

customer-focused
以顧客為中心的

incentive
刺激

參考詞匯和表達

a brand represents a certain culture
一個品牌代表一種文化

be attracted by the quality brand image
被優(yōu)質(zhì)的品牌形象所吸引

the brand name carries high credibility
民派具有很高的可信度

brand leader
暢銷品牌

have a strong sense of brand loyalty
具有強烈的品牌信任感

reasonable price
合理的價格

good after-sales service
良好的售后服務

have confidence in the reliability of the product
信賴產(chǎn)品的可靠性

good quality
良好的質(zhì)量

consistent quality
穩(wěn)定的質(zhì)量

user-friendly design
方便用戶的使用設計

Brandstretching
品牌延伸

Sainsbury’s Bank
塞恩斯伯里超市銀行

口語練習

Speaking: What would be the advantages and disadvantage of buying all of these financial products from the same providers?
如果從同一個供應商那購買這些金融產(chǎn)品，有什么不利和有利之處

參考詞匯和表達

convenience/convenient
方便

get discount through loyalty vouchers
通過忠實獎券獲得優(yōu)惠

have trust in the reliability of the brand name
對名牌可信度的信任

good service
良好的服務

not necessarily the best deal in every case
并非每個項業(yè)務都是最好的

over-reliance on one company if anything goes wrong
如果出現(xiàn)差錯，過分依賴一家公司

do not put all your eggs into one basket.
不要把所有的雞蛋都放在同一只籃子里

reduce the risk
減少風險

要點解釋

1．So, the vast majority of marketing is either in-store or through direct mail.
絕大部分營銷是商店里邊進行的?；蛘咄ㄟ^向顧客直接寄郵件的方式來完成。

2．We’ve bought very little advertising space, but we do also use public relations as a marketing tool.
我們購買的廣告版面很少，但是我們也把公共關(guān)系作為營銷的手段。

3．And how does a new bank like Sainsbury’s succeed in attracting people away from the High Street Banks?
塞恩斯伯里開辦的銀行是怎樣把人們從傳統(tǒng)的銀行中吸引過來的？這里的High Street是英國英語，指市鎮(zhèn)商業(yè)區(qū)的大街。The high street banks 是指傳統(tǒng)的銀行。

4．Quite simple by offering value for money and excellent customer service standards.
很簡單，通過提高資金效益以及提供優(yōu)質(zhì)的客戶服務方法。這里的value for money 是指物有所值的程度。

5．Our key operation advantage is that, as a telephone-only operation, Sainsbury’s bank doesn’t have the high over-heads that a branch network does.
我們的運作優(yōu)勢是：作為只通過電話運作的業(yè)務，塞恩斯伯里銀行沒有一般銀行網(wǎng)點所要支付的管理費用.overheads指企業(yè)的日常開支，包括工資，租金，設備，內(nèi)部裝飾以及繳稅等的花銷，費用。

6． …Sainsbury’s experience in retailing means that its bank can apply a retailer’s customer-focused mentality to the financial services sector.
塞恩斯伯里在零售業(yè)的經(jīng)驗意味著它所屬的銀行能把零售商的以顧客為中心的理念引入金融服務這一行業(yè)。

7．We firmly believe that our commitment to our customer will prevent brand damage.
我們堅信我們對顧客的承諾會防止對品牌的損害。

8．Who could have imagined, back in t 1869, that a small family dairy would grow into a major retail group operating over 800 stores?
誰可以想象，早在1869年的一個小小的銷售奶制品的家庭店鋪，會發(fā)展成一個擁有800多家連鎖店的大型集團。

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