Selling points 賣點(diǎn)

詞匯準(zhǔn)備：

selling point
賣點(diǎn)（吸引顧客的）

environmental-friendliness
對(duì)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(jī)

competitive advantage
競(jìng)爭(zhēng)優(yōu)勢(shì)

diversify
多元化

own-label clothing
自己品牌的服裝

shopping habits
購(gòu)物習(xí)慣

basic requirements
連鎖超市

industry analyst
行業(yè)分析家

cut-price
講價(jià)銷售的

retail food market
食品零售市場(chǎng)

使飽和

personal loan
個(gè)人貸款

住房按揭

savings account
儲(chǔ)蓄帳戶

margin
利差，賺頭

boost profits
提高利潤(rùn)

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(shí)（顧客）獎(jiǎng)勵(lì)計(jì)劃

brand loyalty
品牌忠誠(chéng)

air miles
里程獎(jiǎng)

voucher
優(yōu)惠獎(jiǎng)券

banking sector
銀行業(yè)

target customer
銷售對(duì)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(tuán)

customer-focused
以顧客為中心的

incentive
刺激

參考詞匯和表達(dá)

a brand represents a certain culture
一個(gè)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(qiáng)烈的品牌信任感

reasonable price
合理的價(jià)格

good after-sales service
良好的售后服務(wù)

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(shè)計(jì)

Brandstretching
品牌延伸

Sainsbury’s Bank
塞恩斯伯里超市銀行

口語練習(xí)

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(gè)供應(yīng)商那購(gòu)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(dá)

convenience/convenient
方便

get discount through loyalty vouchers
通過忠實(shí)獎(jiǎng)券獲得優(yōu)惠

have trust in the reliability of the brand name
對(duì)名牌可信度的信任

good service
良好的服務(wù)

not necessarily the best deal in every case
并非每個(gè)項(xiàng)業(yè)務(wù)都是最好的

over-reliance on one company if anything goes wrong
如果出現(xiàn)差錯(cuò)，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(fēng)險(xiǎn)

要點(diǎn)解釋

1．So, the vast majority of marketing is either in-store or through direct mail.
絕大部分營(yíng)銷是商店里邊進(jìn)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(gòu)買的廣告版面很少，但是我們也把公共關(guān)系作為營(yíng)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(guó)英語，指市鎮(zhèn)商業(yè)區(qū)的大街。The high street banks 是指?jìng)鹘y(tǒng)的銀行。

4．Quite simple by offering value for money and excellent customer service standards.
很簡(jiǎn)單，通過提高資金效益以及提供優(yōu)質(zhì)的客戶服務(wù)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(yùn)作優(yōu)勢(shì)是：作為只通過電話運(yùn)作的業(yè)務(wù)，塞恩斯伯里銀行沒有一般銀行網(wǎng)點(diǎn)所要支付的管理費(fèi)用.overheads指企業(yè)的日常開支，包括工資，租金，設(shè)備，內(nèi)部裝飾以及繳稅等的花銷，費(fèi)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(yàn)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(wù)這一行業(yè)。

7．We firmly believe that our commitment to our customer will prevent brand damage.
我們堅(jiān)信我們對(duì)顧客的承諾會(huì)防止對(duì)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(gè)小小的銷售奶制品的家庭店鋪，會(huì)發(fā)展成一個(gè)擁有800多家連鎖店的大型集團(tuán)。

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