国际商务英语Chapter-13-Business-PresentationPPT文件格式下载.ppt
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国际商务英语Chapter-13-Business-PresentationPPT文件格式下载.ppt
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国际商务英语Chapter13BusinessPresentation,1.WhatIsAPresentation?
@#@2.ThePreparingWorkofaPresentation3.TheStructureandLanguageofBusinessPresentation4.MakeaPowerPoint,1.WhatIsAPresentation?
@#@,Apresentationisameansofcommunicatinginformation,presentingthecontentofatopictoanaudience.Itcanbepresentedinmanydifferentwaysorincombinedways.Awrittenreportisapresentation,asisaradionewscast.Bytheaidofsomesubstantialobjects,PowerPointoraclipofvideo,apresentationcanbeconveyedmoreclearlyandvividly.,TheTypesofBusinessPresentations,Bypurpose,businesspresentationsaredividedintothreecategories:
@#@ToinformTopersuadeTobuildgoodwill,InformativePresentations,Informativepresentationscanbefurtherdividedintotwodistinctcategories-reportingandexplaining.Thereportingpresentationbringstheaudienceuptodateonprojectsorevents,tellinghowthingsaregoing.Thesesituationsmightincludeshareholdersmeetings,executivebriefings,ororalsalesreports.Theexplanatorypresentationprovidesinformationaboutproductsandprocedures,rulesandregulations,operations,andothernitty-grittydata.Informationalpresentationsincludetalks,seminars,proposals,workshops,conferences,andmeetingsthepresenterorpresenterssharetheirexpertise,andinformationisexchanged.,PersuasivePresentations,Thesearethepresentationsinwhichyouattempttoconvincetheaudiencetobuyyourproductorservice,tosupportyourgoalsorconcepts,ortochangetheirmindsorattitudes.Persuasivepresentations,whicharesometimescalledtransactional,areoftenmotivational.,GoodwillPresentations,Almostallofushaveseenthiskindofpresentation.Everyyear,companieshaveawardsbanquetstorecognizetheexcellentemployeesandhonorretireeswithadinner.Departments,units,orteamswithinabusinessorganizationareoftenrewardedfortheirsuccessatmeetingsatwhichtheirworkisshowcased.Eachoftheseeventsusuallyincludessomekindofpresentation,mostoftenintheformofaspeechandsometimeswithaslideshow,video,ormultimediaevent.Goodwillpresentations,whichoftentaketheformofafter-dinnerspeeches,areoftendesignedtobeceremonial-forexample,wheninductinganewofficer,dedicatingamemorialplaque,orpresentinganaward.Thepurposeofgoodwillpresentationsisprettyobvious.Thatpurposeistobuildgoodwill,tomakepeoplefeelgoodaboutthemselves,andtobuildrespectfortheorganizationand/ortheproduct,aswellasforpeers,colleagues,andsuperiors.,MultipurposePresentations,Presentations,however,usuallyhavemorethanonepurpose.Apresentationtoemployeesmaybeannouncedasaninformativesessiononnewregulations,butinfactmayalsobeanalloutefforttopersuadeworkerstobuyintothenewshares.Anintroductorypresentationaboutnewsoftwareprogramsmayconveylittleinformationtoemployeeswhohavebeenslowtobecomecomputerliterate.Thefiredepartmentsawardsbanquetmayindeedrecognizethehardworkofitsmembers,butitmayalsorepresentanattempttoraisefundsandrecruitnewvolunteers.Andtheinformativepresentationthatreportsthestatusofasportssponsorshippublicrelationsprogrammaybeanattempttopersuadethepowersthatbetoincreasethefundingfortheproject.,Specificpresentationsituations,SalesTrainingImageBuildingMotivationPresentationsInterviews,Sales,Probablythesinglelargestcategoryofpresentationsisthesalesscenario.Thoughthroughoutlifewearesellingourselvestoteachers,prospectivemates,neighbors,orcolleagues,inthebusinessworld,wearemostoftensellingourproducts,services,orideas.Salespresentationscanstartoutsimplyasfirstencounters-thoseone-on-oneget-to-know-each-othermeetingsoverlunchorano-frillsquickmeetinginaprospectiveclientsoffice.Ifthingsgoaccordingtoplan,yourfirstencountermightprogresstoafull-blownsalespresentationwiththetopbrass,theentiresalesteam,andamultimediashow.Butchancesare,youlljustscheduleafollow-upmeetingatwhichyouwillpresentyourproposalandpositionyourselftoclosethedeal.Thoughsalestechniquesarecomplex,twoessentialsforsuccessinasalespresentationaretoknownandunderstandyouraudience,andbuildrapport.,Training,Intrainingsessions,presentersteachparticipantsavarietyofskills.Topicsmightinclude:
@#@SalestechniquesHowtodealwithdiversityintheworkplaceTimemanagementandstressreductionTeambuildingNegotiationorleadershipMeetingsmanagementHowtogivepresentationsInmanybusinesssituations,trainingisacaptivesituationinwhichtheaudiencehasnochoicebuttoparticipate.Inordertoreachtheaudience,thepresentermustmakeaconnectionandbuildrapport,justasinasalessituation.Intherealmofself-improvementandcreativeorfuntrainingsessions,participantsareoftentheself-actualizedtypeswhoarelookingforfulfillmentandentertainment.Thesefolks,areapleasuretopresentto.,ImageBuilding,Imagebuildingissortofacatchallcategorybecauseitcoverssomuchground.Thesepresentationscanbe,atonce,informative,certainlygoodwilloriented,and,ofcourse,persuasive.Oftenintherealmofpublicrelationsandmarketingprofessionals,animage-buildingpresentationrepresentsanefforttopositionacompany,anorganization,oranindividualasaleaderinanindustryorfield,asanexpertonacertainsubject,asagood-guy,orasagoodneighbor.Intheend,however,mostimage-buildingworkistiedtosomekindofsaleseffort-whetheritssellingaproduct,aservice,aperson,oraconcept.Andimage-buildingpresentationswillfrequentlybeusedaslaunchingpadsforextensivepublicrelationspublicityefforts.Image-buildingpresentationstakemanyforms,runningthegamutfromsimple,sincerespeechesinaclassroomtosound-and-lightmultimediashowsingiantauditoriums.,MotivationPresentations,Heresanotherfar-reachingcategory.Politicalcandidatesmaygivemotivationalpresentationstotheirvolunteerstafferstokeeptheirlevelofcommitmenthigh.Spiritualleaders,ofcourse,givemotivationaltalksorsermons.Asuperintendentofschoolsmaymakeapresentationtothedistrictsteachersinordertomotivatethemtothinkofthemselvesasteachersfirst,unionmemberssecond.Areal-estatebrokermaybringinamotivationalexperttohelphisstaffgetoutofasalesslump.Andthentherearetheself-helptypes,likethosewhosevideosfillTVairtimeonSaturdaymorningswithget-rich-quickschemes.Motivationisanotherformofpersuasion,butonethatsomehowtakesonamorefervent,highlychargedtone.Motivationalpresentersmustknowwhatmakestheaudiencetickandzeroinontheirhotbuttons.Theyalsomustusehigh-energypresentingtacticsinordertocapturetheaudiencesattentionfortheentiremessage.,Interviews,Whenacompanyspokesperson,politicalcandidate,writer,artist,inventor,orotherexpertappearsonaradioortelevisiontalkshoworisinterviewedforamagazineornewspaperarticle,thatpersonismakingapresentation.Ajobinterviewisyetanotherpresentationform,onewherethepresentershouldmakeanefforttoidentifyherimmediateaudience(theinterviewer),butalsotakegreatpainstoknowasmuchaspossibleaboutthelargeraudience(thecompany).,2.ThePreparingWorkofaPresentation,DetermineYourPurposeAssessYourAudiencePreparinganOutline,DetermineYourPurpose,Mostofthepresentationsyoureaskedtogiveinabusinesssettingaimtoachieveoneoftwopurposes:
@#@
(1)toinformor
(2)topersuade.Inaninformativepresentation,theaudiencelearnsaboutanewsubjectorlearnssomethingnewaboutafamiliarsubject.Inapersuasivepresentation,thespeakerattemptstochangetheaudiencesattitudesorbehaviors.,AssessYourAudience,SizeDemographicsKnowledgeLevelMotivation,PreparinganOutline,Thebenefitsofworkingfromanoutlineratherthanfromascriptaremany:
@#@itallowsforamoreconversationalflowtoyourpresentation.Itallowsflexibilitytointegrateinformationyoulearnaboutyouraudience(justaddaquicknotetoyouroutline).Ifyouloseyourplaceduringyourpresentation,youcaneasilyseeanypointsyoumissedandcanskiparoundtoensureyouvecoveredeverythingyouplannedtopresent.Agoodoutlineincludesthemainpointsofyourpresentation,plusreferencetoyourevidence.Here,wesayreferencetoyourevidenceinsteadofevidence,becauseanoutlineshouldbecomposedmainlyofkeywordsbutnotthewholesentences,nottomentionwholepassages.Forexample,ratherthanwritingoutthecompletenarrativeaboutyourdoginyouroutline,youreferencethenarrativewiththewordsdogstory.InThisway,thebroadorganizationalstructureandkeyevidenceisnotedandordered,soyourenottiedtoascriptedspeech.Thereareacoupleexceptionstothisrule.Ifyouplantoincludestatisticsoralongquote,ithadbettertopresentthemdirectlyinyouroutline,aswellasanyrelevantsourceinformation.Ifyouareafraidyoumightforgetyourtransitions,youmaywritethoseout,aswell.Buteverythingelseintheoutlineshouldbeinkeywordformat.,3.TheStructureandLanguageofBusinessPresentation,Businesspresentationisabitdifferentfromotherpublicspeeches,intermsofitsrelativelyfixedstructure.Usuallyitisdividedintofourparts:
@#@Introductionbodyconclusionquestions,Introduction,Theintroductionisaveryimportant-perhapsthemostimportantpartofyourpresentation.Thisisthefirstimpressionthatyouraudiencehasofyou.Youshouldconcentrateongettingyourintroductionright.Youshouldusetheintroductionto:
@#@welcomeyouraudienceintroduceyoursubjectoutlinethestructureofyourpresentationgiveinstructionsaboutquestions,Body,Thebodyistherealpresentation.Iftheintroductionwaswellpreparedanddelivered,youwillnowbeincontrol.Youwillberela
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