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Selling points 卖点
词汇准备：
selling point 卖点（吸引顾客的）
environmental-friendliness 对环境无害的
user-friendliness 用户使用方便的
a computer superstore电脑超市
kitchen appliances 厨房用具
mobile phone 手机
competitive advantage 竞争优势
diversify 多元化
own-label clothing 自己品牌的服装
shopping habits 购物习惯
basic requirements 连锁超市
industry analyst 行业分析家
cut-price 讲价销售的
retail food market 食品零售市场
saturate 使饱和
personal loan 个人贷款
mortgage 住房按揭
savings account 储蓄帐户
margin 利差，赚头
boost profits 提高利润
publicity 招引公众注意的
brand consultants 品牌顾问公司
estate agent 房地产商
bonus points 积分
loyalty scheme 忠实（顾客）奖励计划
brand loyalty 品牌忠诚
air miles 里程奖
voucher优惠奖券
banking sector 银行业
target customer 销售对象
credit card信用卡
interest rate 利率
direct mail 直接邮寄广告推销法
public relations 公共关系
retailer 销售商
retail group 零售集团
customer-focused 以顾客为中心的
incentive 刺激
参考词汇和表达
a brand represents a certain culture 一个品牌代表一种文化
be attracted by the quality brand image 被优质的品牌形象所吸引
the brand name carries high credibility 民派具有很高的可信度
brand leader 畅销品牌
have a strong sense of brand loyalty 具有强烈的品牌信任感
reasonable price 合理的价格
good after-sales service 良好的售后服务
have confidence in the reliability of the product 信赖产品的可靠性
good quality 良好的质量
consistent quality 稳定的质量
user-friendly design 方便用户的使用设计
Brandstretching 品牌延伸
Sainsbury’s Bank 塞恩斯伯里超市银行
口语练习
Speaking: What would be the advantages and disadvantage of buying all of these financial products from the same providers? 如果从同一个供应商那购买这些金融产品，有什么不利和有利之处
参考词汇和表达
convenience/convenient 方便
get discount through loyalty vouchers 通过忠实奖券获得优惠
have trust in the reliability of the brand name 对名牌可信度的信任
good service 良好的服务
not necessarily the best deal in every case 并非每个项业务都是最好的
over-reliance on one company if anything goes wrong 如果出现差错，过分依赖一家公司
do not put all your eggs into one basket. 不要把所有的鸡蛋都放在同一只篮子里
reduce the risk 减少风险
要点解释
1．So, the vast majority of marketing is either in-store or through direct mail. 绝大部分营销是商店里边进行的。或者通过向顾客直接寄邮件的方式来完成。
2．We’ve bought very little advertising space, but we do also use public relations as a marketing tool. 我们购买的广告版面很少，但是我们也把公共关系作为营销的手段。
3．And how does a new bank like Sainsbury’s succeed in attracting people away from the High Street Banks? 塞恩斯伯里开办的银行是怎样把人们从传统的银行中吸引过来的？这里的High Street是英国英语，指市镇商业区的大街。The high street banks 是指传统的银行。
4．Quite simple by offering value for money and excellent customer service standards. 很简单，通过提高资金效益以及提供优质的客户服务方法。这里的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. 我们的运作优势是：作为只通过电话运作的业务，塞恩斯伯里银行没有一般银行网点所要支付的管理费用.overheads指企业的日常开支，包括工资，租金，设备，内部装饰以及缴税等的花销，费用。
6． …Sainsbury’s experience in retailing means that its bank can apply a retailer’s customer-focused mentality to the financial services sector. 塞恩斯伯里在零售业的经验意味着它所属的银行能把零售商的以顾客为中心的理念引入金融服务这一行业。
7．We firmly believe that our commitment to our customer will prevent brand damage. 我们坚信我们对顾客的承诺会防止对品牌的损害。
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?谁可以想象，早在1869年的一个小小的销售奶制品的家庭店铺，会发展成一个拥有800多家连锁店的大型集团。
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发表于 2016-8-10 09:00:52