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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