商务英语阅读上册课件第二版国晓立 周树玲ISBN 9787566300270 unit 11.ppt

Unit Eleven Teaching Objectives 了解企业营销策略的重要性 了解一些成功企业的营销策略 了解成功营销策略的特点 Teaching Emphases coincidental layout backbone consecutive the bottom line Content Text Fast Reading I Fast Reading II TEXT “Toyota” of China Pre-reading questions 1. How much do you know about Toyota and Chery? 2. What is the principle of Chery? Striving to be the Toyota of China, Chery not only came face to face with its hero at the recent Beijing Auto Show 2006. It found itself positioned as a Toyota rival. At that time, the No.6 Exhibition Hall, covering 3,000 square meters, was divided into two parts with a narrow aisle: On one side were domestic automakers, and on the other, international giants. Stepping out from the Chery booth, Qin Lihong, Deputy General Manager of Chery’s Sales Co., smiled with confidence. “We dont care if it is coincidental or intended that we are in the same exhibition hall with Toyota,” Qin said. “It is a rare opportunity for us, for we are always aiming at being the Toyota in China. This time, weve got an opportunity to be close to our goal.” While Toyota is the fastest-developing automaker in the world, Chery is the fastest-growing auto company in China. Qin said frankly that realizing his company would be at the same exhibition hall with Toyota, Chery felt pressure initially, but then more excitement. “Todays Chery is actually similar to yesterdays Toyota,” Qin said. “We have been studying Toyota in our plan of production lines, manufacturing technologies, development of overseas markets and even utilization and design of auto shows. We do believe we can learn from Toyota in many aspects and it is an opportunity for us to learn at the same hall.” Judging by the layout of Cherys exhibition booth, things indeed looked promising for the company. The 1,300-square-meter booth covered nearly half of the entire exhibition hall space. There were 10 new models of cars, five models of engines and other items, comprising the strongest camp in the show. Altho