unit 4 business relationship

Unit Unit 4 Business Relationship4 Business Relationship

Lead-in

Reading : What Is Corporate Entertainment

Session1

Lead-in

Task 1

Task 2

Task 3

Section I

• (1) Anniversary celebration: Nu Look (a famous band & record company in the US) will hold a corporate entertainment for celebrating the 15th anniversary at Amazura on Saturday, Dec. 13th, 2008. The admission fee is 30 dollars. Wine and beer will be free. Their best friend Carimi (another famous band in the USA) will attend to join in merry- making. Welcome and have a great time.

• (2) Christmas staff party: Christmas is an annual holiday celebrated on December 25 that commemorates the birth of Jesus. Modern customs of the holiday include gift-giving, Church celebrations, exchange of Christmas cards, and the display of various decorations—including the Christmas tree, lights, mistletoe, nativity scenes, and holly. Christmas can be a fantastic occasion to bring company staff together.

Anniversary celebration Christmas staff party Golf Activity and company day

Task 1

(3) Golf: A game played on a large outdoor course with a series of 9 or 18 holes spaced far apart, the object being to propel a small, hard ball with the use of various clubs into each hole with as few strokes as possible. Golf is a competitive sport, and a very popular recreational activity played by people of a wide range of age and ability.

Task 1

(4) Activity and company day: From country sports and off-road driving to ‘It’s a Knockout’ and school sports days the corporate activity day is highly flexible to suit your clients, the weather and the season. On activity and company day, company can hold a variety of corporate entertainment activities including conference breaks, rewards, company away days, team building events and helping to create effective networking opportunities to build customer relations. If you want to reward your staff, boost morale or incentivize your clients, wide range of varied interactive activities and events are an excellent vehicle to help you achieve your goals, business objectives and communicate key messages to your people.

Task 1

• (Open-ended answer). Students should be encouraged to give their own opinions.

• For example, they can choose Picture 1: a calm weekend in the desert of Europe.

• If you invite your clients or your staff to take part in this corporate entertainment activity, you can have a great time with them. Also you can get to know them more and better. Furthermore, this activity may help you to establish deep and long friendship with them and enlarge your business. Sometimes, your regular customers may introduce new ones to you. Just like the saying goes, “ You can kill two birds with one stone.”

• (Open-ended answer). Students should be encouraged to give their own opinions.

• For example, they can choose Picture 1: a calm weekend in the desert of Europe.

• If you invite your clients or your staff to take part in this corporate entertainment activity, you can have a great time with them. Also you can get to know them more and better. Furthermore, this activity may help you to establish deep and long friendship with them and enlarge your business. Sometimes, your regular customers may introduce new ones to you. Just like the saying goes, “ You can kill two birds with one stone.”

Task 2

Task 3

Companies need to demonstrate their ability to be innovative and evoke a feeling of excitement within its employee community when it comes to organizing corporate entertainment events. Among of a tremendous variety of forms, the most popular ever is popular teambuilding which improves the spirits of teamwork.

Companies need to demonstrate their ability to be innovative and evoke a feeling of excitement within its employee community when it comes to organizing corporate entertainment events. Among of a tremendous variety of forms, the most popular ever is popular teambuilding which improves the spirits of teamwork.

Reading

Introductory Remarks

Warm-up Discussion

Intensive Reading

Section Ⅱ

Practice

Corporate entertainment is about offering a reward to somebody, or creating an opportunity to make, enhance or remedy an impression about your company, service or product. It can be used as a marketing tool to create an image and remain in the memory of your target customers. It is no exaggeration to say that it is possibly the single most powerful ingredient in the marketing mix for some companies.

Introductory Remarks

1 Before you read, work in pairs and discuss the following questions.

（ 1 ） What is your understanding of corporate entertainment?（ 2 ） What role do you think corporate entertainment plays in business?

Warm-up Discussion

Corporate entertainment is served as a precision marketing* tool, probably the most precise presently available (1). It can be directed at one person or even at several millions. The degree of success achieved mostly depends on the skills, strategies and hard work of the people who engage in it (2).

What Is Corporate Entertainment?

It is about establishing and strengthening* relationships with people who are vital to the success of your business (3) .

Those people could be customers or employees, potential customers or members of the press, members of the local community or governmental law-makers (4). Whoever they are, you need to get to know them better; more importantly, you need them to get to know you better.

It is about establishing and strengthening* relationships with people who are vital to the success of your business (3) .

Those people could be customers or employees, potential customers or members of the press, members of the local community or governmental law-makers (4). Whoever they are, you need to get to know them better; more importantly, you need them to get to know you better.

Corporate entertainment involves a wide variety of activities, the majority of which can have an important and direct impact* on the success of a marketing campaign, and therefore on the financial health* of a company (5). To be a success, however, these activities must be an indispensable* part of marketing campaigns, scheduled and budgeted for from the beginning to ensure that they hit their targets precisely, with striking effect and with no waste (6).

Corporate entertainment includes any event that is grouped by a company to amuse other people (7) when the company has an ulterior* motive beyond the wish simply to supply their guests with a pleasant experience. The activities can be divided into two main categories: external and internal.

Corporate entertainment includes any event that is grouped by a company to amuse other people (7) when the company has an ulterior* motive beyond the wish simply to supply their guests with a pleasant experience. The activities can be divided into two main categories: external and internal.

External activities☆Selling to existing customers This involves using entertainment to persuade your

existing clients to spend time with you, so that you can work to raise their loyalty and in the meantime find out more about them as people, and about their needs and problems (8).

☆Talking to potential customers This involves using entertainment to attract potential

customers to come and meet you, so that you can give them the best possible impression of you, as well as special selling messages.

☆Talking to other parties This involves using entertainment to reach other

influential groups that corporation needs to talk to, such as politicians, the press or the local community around a plant. They can all be reached and influenced through the proficient* use of corporate amusement (9).

Internal activities☆A motivation event This could be a prize at the end of an extended

motivational plan, such as a trip to Hawaii, a day at the golf course or a cruise round the Caribbean*. It could also be a festive dinner, either at the end of or during a motivation scheme, at which guests can be informed of what is happening, and inspired to rival in a way that will be beneficial to the company (10).

☆A conference event A certain amount of entertainment content might be

wanted in a business conference, whether to lighten the atmosphere, to provide an amusement* or to help with team-building and educational tasks (11).

☆A familiarization* trip This could mean inviting a team from one factory or

office to visit another within the same group, so that people can meet and understand how other parts of the company operate. It could also be a trip round a supplier’s or a customer’s premises to improve understanding of the buying or selling cycle (12). And it could involve taking people — customers, or the press for instance — to see a product or service in action.

☆A staff celebration This could be a standard Christmas staff party or an event

to celebrate the winning of a big order. It could be an intimate dinner in an exotic* place or a great themed ball.

serve as: to be suitable for a particular use, esp. when nothing else ise.g. The sofa can be served as a bed for a night or two.available: adj. (of things) that can be used or obtainede.g. The funds are not otherwise available.

Word studyWord studyWord studyWord study

Text analysis

1) Corporate entertainment is served as a precision marketing tool, probably the most precise presently available.

TranslationTranslationTranslationTranslation

公司休闲接待是一种精准的营销工具，可能是目前可利用的最精准的一种。公司休闲接待是一种精准的营销工具，可能是目前可利用的最精准的一种。


Text analysis2) The degree of success achieved mostly depends on the skills, strategies and hard work of the people who engage in it.

成功的程度主要取决于从事该项工作的人的技能、策略和勤奋。成功的程度主要取决于从事该项工作的人的技能、策略和勤奋。

AnalysisAnalysisAnalysisAnalysis

Who is served as a relative pronoun which refers to the people and introduces an attributive clause.

Who is served as a relative pronoun which refers to the people and introduces an attributive clause.

Text analysis

3) It is about establishing and strengthening relationships with people who are vital to the success of your business.


公司休闲接待就是与那些对你的生意成功与否有举足轻重影响的人建立和加强关系。

公司休闲接待就是与那些对你的生意成功与否有举足轻重影响的人建立和加强关系。


strengthen: v.(cause sth / sb) become strongere.g. We should strengthen the training of the employees.

strengthen: v.(cause sth / sb) become strongere.g. We should strengthen the training of the employees.


Text analysis

4) Those people could be customers or employees, potential customers or members of the press, members of the local community or governmental law-makers.


potential: in existence and capable of being developed or usede.g. We interview a sample of potential customer.

potential: in existence and capable of being developed or usede.g. We interview a sample of potential customer.

这些人可能是客户或者雇员，潜在的客户或者新闻界人士，当地社区居民或者政府法规制定者。这些人可能是客户或者雇员，潜在的客户或者新闻界人士，当地社区居民或者政府法规制定者。

have an impact on: to have an effect on sthe.g. Modern farming methods can have an adverse impact on the environment.

have an impact on: to have an effect on sthe.g. Modern farming methods can have an adverse impact on the environment.

Text analysis5) Corporate entertainment involves a wide variety of activities, the majority of which can have an important and direct impact on the success of a marketing campaign, and therefore on the financial health of a company.



Which is a relative pronoun. It introduces a non-restrictive attributive clause. Therefore introduces the logical result of the action or situation mentioned. e.g. He is only 17 and therefore not eligible to vote.

Which is a relative pronoun. It introduces a non-restrictive attributive clause. Therefore introduces the logical result of the action or situation mentioned. e.g. He is only 17 and therefore not eligible to vote.

公司休闲接待涉及各种各样的活动，大多数对公司的营销战略成败有着重要和直接的影响，因此会影响公司财务的正常运转。公司休闲接待涉及各种各样的活动，大多数对公司的营销战略成败有着重要和直接的影响，因此会影响公司财务的正常运转。



Text analysis

6) To be a success, however, these activities must be an indispensable part of marketing campaigns, scheduled and budgeted for from the beginning to ensure that they hit their targets precisely, with striking effect and with no waste. TranslationTranslationTranslationTranslation

indispensable: essential; too important to be withoute.g.: Cars have become an indispensable part of our lives.indispensable: essential; too important to be withoute.g.: Cars have become an indispensable part of our lives.

然而为了获得成功，这些活动必须成为营销宣传不可或缺的一部分，从一开始就得计划好和制定好预算，以确保能取得显著成效而又无资金浪费。

然而为了获得成功，这些活动必须成为营销宣传不可或缺的一部分，从一开始就得计划好和制定好预算，以确保能取得显著成效而又无资金浪费。

group: to gather into a group; to make sb / sth form a group e.g. The colleges grouped together to offer a wider range of course.

group: to gather into a group; to make sb / sth form a group e.g. The colleges grouped together to offer a wider range of course.


Text analysis7) Corporate entertainment includes any event that is grouped by a company to amuse other people…



公司休闲接待包括任何由公司组织的让他人得到休闲娱乐的任何活动。公司休闲接待包括任何由公司组织的让他人得到休闲娱乐的任何活动。

That is a relative pronoun and introduces an attributive clause. That is a relative pronoun and introduces an attributive clause.

Text analysis8)This involves using entertainment to persuade your existing clients to spend time with you, so that you can work to raise their loyalty and in the meantime find out more about them as people, and about their needs and problems.


So that used here introduces an adverbial clause of result.e.g. Nothing more was heard from her so that we began to wonder if she was still alive.

So that used here introduces an adverbial clause of result.e.g. Nothing more was heard from her so that we began to wonder if she was still alive.


这就涉及到用休闲款待来说服你现有的客户跟你在一起欢度一段时光，这样你就能做工作提高他们对公司的信赖，同时你还能更多地了解他们的为人以及他们的需求和问题。

这就涉及到用休闲款待来说服你现有的客户跟你在一起欢度一段时光，这样你就能做工作提高他们对公司的信赖，同时你还能更多地了解他们的为人以及他们的需求和问题。


Text analysis

9) They can all be reached and influenced through the proficient use of corporate amusement.


proficient: doing or able to do sth in a skilled or an expert way e.g. We should be proficient in Chinese and English to excel, particularly in business dealings beyond our shores.

proficient: doing or able to do sth in a skilled or an expert way e.g. We should be proficient in Chinese and English to excel, particularly in business dealings beyond our shores.

可以通过熟练地运用公司的休闲款待来接触和影响他们。可以通过熟练地运用公司的休闲款待来接触和影响他们。

inform of: give sb knowledge of sth e.g. We have be informed by the department of trade that new tariff be come into force.

inform of: give sb knowledge of sth e.g. We have be informed by the department of trade that new tariff be come into force.


Text analysis

10) It could also be a festive dinner, either at the end of or during a motivation scheme, at which guests can be informed of what is happening, and inspired to rival in a way that will be beneficial to the company. TranslationTranslationTranslationTranslation

休闲接待也可能是一次盛宴，可以安排在激励计划结束或完成期间。在招待宴会上向应邀的客人通报目前发生的情况，并鼓励他们用对公司有利的方式参与竞争。

休闲接待也可能是一次盛宴，可以安排在激励计划结束或完成期间。在招待宴会上向应邀的客人通报目前发生的情况，并鼓励他们用对公司有利的方式参与竞争。

Text analysis

11) A certain amount of entertainment content might be wanted in a business conference, whether to lighten the atmosphere, to provide an amusement or to help with team-building and educational tasks.



lighten: (cause sth to) be relieved of care or worrye.g. My mood gradually lightened when I heard the good news.

lighten: (cause sth to) be relieved of care or worrye.g. My mood gradually lightened when I heard the good news.

在商务会议上，一定量的休闲娱乐内容可能是需要的，这能够活跃气氛，增加乐趣，或者是有助于团队建设和思想教育。在商务会议上，一定量的休闲娱乐内容可能是需要的，这能够活跃气氛，增加乐趣，或者是有助于团队建设和思想教育。


Text analysis

12) It could also be a trip round a supplier’s or a customer’s premises to improve understanding of the buying or selling cycle.


premises: house or other buildings with its outbuildings, land, etce.g. The firm is looking for larger premises.

premises: house or other buildings with its outbuildings, land, etce.g. The firm is looking for larger premises.

这也可能是去拜访供应商或者客户的工作场所的一次旅行，以加深对买卖周期过程的理解。这也可能是去拜访供应商或者客户的工作场所的一次旅行，以加深对买卖周期过程的理解。

2Read the text and finish the following comprehensive tasks.

(1) What is the definition of corporate entertainment?

(2) Who are the target audience that corporate entertainment is intended for?

(3) Will the corporate entertainment activities have an important impact on the financial health of a company?

(4) What kinds of activities does corporate entertainment cover?

(5) List the corporate entertainment activities mentioned in the text.

Practice

Keys Keys

(1) Corporate entertainment can not be directed at your business

clients or your customers.

(2) Corporate entertainment is about forging and improving

relationships with people who are important to the success of

your business.

(3) The majority of corporate entertainment activities have a significant and direct effect on the success of a marketing campaign.

3 Read the text again and decide if the following statements are true (T) or false (F).

F

T

T

(4) There are two main categories: external and inte)rnal activities, each of which includes three sub-categories.

(5) Using entertainment to tempt your potential customer to come and meet you, then purchase your goods or services is disgusting, mean and immoral.

F

F

(1) Corporate entertainment is about offering a reward to somebody, or creating an opportunity to make, enhance or remedy an impression about your company, service or product. It can be used as a marketing tool to create an image and remain in the memory of your target customers.

(2) The target audience could be customers or employees, potential customers or members of the press, members of the local community or governmental law-makers.

(3) Yes, it will. They have an important and direct impact on the success of a marketing campaign, and therefore on the financial health of a company.

Keys for comprehensive tasksKeys for comprehensive tasks

(4) Corporate entertainment includes any event that is grouped by a company to amuse other people when the company has an ulterior motive beyond the wish simply to supply their guests with a pleasant experience.

(5)These are selling to existing customers, talking to potential customers, talking to other parties, a motivation event, a conference event, a familiarization trip, and a staff celebration.

Keys for comprehensive tasksKeys for comprehensive tasks

unit 4 business relationship

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