1 2 sulwhasoo brand introductionbook.carrotenglish.com/pdf/amore_tr_business_engilsh.pdf · 기초...

1 Corporate Introduction …………………… 1

2 SULWHASOO Brand Introduction …………………… 5

3 LANEIGE Brand Introduction …………………… 9

4 Airport Opening Negotiations …………………… 13

5 Downtown Opening Negotiations …………………… 17

6 Yearly & Monthly Target Setting …………………… 21

7 Performance Review …………………… 25

8 New Product Launching Meetings …………………… 29

9 Stock Management Meetings …………………… 33

10 Meeting with Mielle …………………… 37

11 Order …………………… 41

12 Claims ……………………

45

Corporate Introduction

By the end of this unit, students will be able to…

- introduce AMOREPACIFIC corporate

아모레퍼시픽 기업 소개

- describe its various brands, financial performance,

strategic directions

다양한 브랜드, 성과, 전략 방향 설명

Review the words and their definition.

단어와 알맞은 뜻을 확인하세요.

competitive

stance 경쟁적인 입장

◎ ---------------------------- ◎

the position a firm occupies in a

market, or is trying to occupy,

relative to its competition

market share 시장 점유율

◎ ---------------------------- ◎ the proportion of the total sales

within the distribution channel

annual

revenue 연 매출

◎ ---------------------------- ◎ the total income generated during a

year

foothold 성공 발판

◎ ---------------------------- ◎ a secure position that provides a

base for further advancement

strategic

direction 전략적 방향

◎ ---------------------------- ◎

a course of action that leads to the

achievement of the goals of

company’s strategy

1

01

Useful Expressions

아모레퍼시픽은 4대 전략 방향 별로

지속가능경영 활동을 추진하고 있습니다.

아모레퍼시픽은 great global brand

company 2020 비전과 이를 달성하기

위한 세 가지 전략 방향 별 실천 전략을

수립했습니다.

AMOREPACIFIC has been engaging

in sustainability management activities

under its four strategic directions.

AMOREPACIFIC sets forth 2020 Great

Global Brand Company vision and

established the implementation

strategies for the three directions

toward this vision.

아모레퍼시픽 그룹은 제품 혁신과 서비스

차별화, 적극적인 글로벌 사업 확대를

통해 견고한 성장세를 이어갔습니다.

지속가능한 성장 기반을 마련하기 위해

전 세계 고객의 니즈를 반영한 제품개발과

끊임없는 기술 혁신, 글로벌 시장 확대 등의

미래 성장동력을 꾸준히 발굴하고 있습니다.

AMOREPACIFIC Group achieved steady

growth with innovative products,

differentiated services and aggressive

global expansion.

We are making continuous efforts to

discover our future growth engines such

as global expansion, endless technical

innovations, and the development of

products that satisfy customer needs.

01

Review the expressions and their meanings.

표현과 뜻을 복습하세요.

2

Business

Partner:

Would you please tell us about AMOREPACIFIC group?

아모레퍼시픽 그룹에 대해 말씀해주시겠습니까?

GTR staff:

We are continually reinforcing our competency and expertise

for our beauty and healthcare businesses, which include cosmetics,

personal care, and health products.

저희는 화장품과 생활용품, 건강식품 등 미와 건강 사업의 전문화와

핵심 역량을 지속적으로 강화하고 있습니다.

Business

Partner:

I see. What is the financial performance of AMOREPACIFIC?

그렇군요. 경제적 성과는 어떻게 됩니까?

GTR staff:

A rapid decline of tourists affected the sales and profits of Amorepacific in

2017. However, they have strengthened the domestic competitiveness

and distribution portfolio including globalization, which led to its

achievement of 5.2 billion US dollars in sales.

2017년 아모레시픽은 관광객 유입 감소로 매출과 영업이익에 영향을 받았으나, 국내 내수 시장 경쟁력 제고를 위한 상품, 유통 포트폴리오 강화, 글로벌 사업 다각화 등 신성장 동력을 통한 지속적 노력으로 52억 달러의 매출을 달성하였습니다.

Business

Partner:

How many brands do you carry and what are they?

브랜드는 총 몇 개며, 어떠한 것들을 가지고 있습니까?

GTR staff:

We carry many different brands in cosmetics and daily beauty but in

Travel Retail channel, we carry a few major brands including Sulwhasoo,

Laneige, Hera, Iope, Innisfree, Etude, Mamonde.

화장품과 데일리 뷰티에는 많은 브랜드가 있으나 면세 채널에는 설화수,

라네즈, 헤라, 이니스프리, 아이오페, 에뛰드, 마몽드 등의 브랜드들이

있습니다.

3

Choose a role and practice the conversation between Global Travel

Retail staff and the Business Partner. Reverse roles and practice again.

GTR 직원과 사업 파트너와의 대화를 연습하세요.

역할을 정하여 대화문을 읽고 다시 역할을 바꿔 연습하세요.

1,000만 10 thousand US$

ten million KRW

1억 100 thousand US$

one hundred million KRW

10억 1 million US$

one billion KRW

100억 10 million US$

ten billion KRW

1,000억 100 million US$

one hundred billion KRW

1조 1 billion US$

one trillion KRW

Read aloud along with words and definitions given below.

아래 주어진 단어와 뜻을 소리 내어 읽으세요.

Answer the following questions based on the Key Conversation.

Key Conversation에 나온 대화문을 바탕으로 아래 질문에 답하세요.

1. Who are the people in the conversation?

2. What is the main topic of the conversation?

3. How many brands does AMOREPACIFIC Global Travel Retail channel

carry?

01

4

SULWHASOO

Brand Introduction

extract 뽑다, 추출하다

◎ -------------------- ◎ to get, pull, or draw out, usually

with special effort, skill, or force

supple 유연한

◎ -------------------- ◎ bending or changing shape without

breaking

saturate 흠뻑 적시다

◎ -------------------- ◎ to soak or fill so that no more liquid

may be absorbed

revitalize 새로운 활력을 주다

◎ -------------------- ◎ to give new life (to skin cell),

recover youthful skin

enhance 높이다, 향상시키다

◎ -------------------- ◎ to raise to a higher degree; intensify;

magnify

rejuvenate 활기를 되찾게 하다

◎ -------------------- ◎ to restore to youthful vigor or

appearance

02




- introduce SULWHASOO brand

설화수 브랜드소개

- describe its various lines, financial performance

다양한 라인, 성과 설명

5

설화수가 추구하는 아름다움의 원천은

자연입니다. 자연이 선사한 지혜와 원료로

인간과 자연이 서로 조화를 이루는

아름다움을 추구합니다.

설화수는 중국에서 다양한 마케팅 활동을

통해 홀리스틱 뷰티 브랜드로서의 이미지

강화에 주력했습니다.

Sulwhasoo aims for beauty inspired by

nature. Using wisdom and ingredients

given by nature, it creates a harmony

between human and nature to inspire and

create beauty.

Sulwhasoo concentrated its efforts in

gaining the reputation as a holistic beauty

brand through various marketing activities

in China.

2017년에 시장 상황에도 불구하고

설화수는 고객들에게 큰 사랑을 받으며

두 자릿수 성장, 전년 대비 18.6%

성장하였습니다.

Despite unfavorable market conditions,

Sulwhasoo continued to be a beloved

brand by customers and consequently

accomplished a double-digit growth of

18.6%.

설화수의 인기는 날이 갈수록 높아지고

있습니다. 아모레퍼시픽 해외 면세 전체

실적의 비중을 보시면, 설화수 실적의

비중이 올해 66%로서, 전년 대비 5%

증가하였습니다.

The popularity of Sulwhasoo grows rapidly

as time goes by. The portion of Sulwhasoo

sales makes up 66% of AMOREPACIFIC

Travel Retail’s overseas duty free total

sales, which is a 5% increase compared to

2016.

02

Useful Expressions



6

Business

Partner:

Would you please tell us about the Sulwhasoo brand?

설화수 브랜드에 대해 설명해주시겠습니까?

GTR

staff:

In 1966, ABC Ginseng Cream, the root of Ginseng Renewing Cream,

had made groundbreaking success. Through its continuous

development, in 1997 a brand named Sulwhasoo was launched. It

symbolizes the refined beauty and elegance of Korea and it maintains

to be the no.1 brand in Korea.

1966년에 현재는 진설크림으로 불리는 ABC 인삼크림이 개발되어 큰

성공을 이루어 냈습니다. 그 이후, 꾸준한 발전을 통해 1997년에는

설화수라는 브랜드를 런칭하게 되었습니다. 설화수는 한국의 세련미와

우아함을 상징하며 현재 국내 최고 브랜드의 자리를 지키고 있습니다.

Business

Partner:

Really? How many product lines does Sulwhasoo carry?

그래요? 설화수의 제품계열은 몇 개나 됩니까?

GTR

staff:

Sulwhasoo carries 10 product lines.

설화수는 10개의 제품 라인을 가지고 있습니다.

Business

Partner:

What is the best-selling product?

가장 잘 나가는 상품은 어떤 것입니까?

GTR

staff:

One of the brand’s all-time best-sellers, First Care Activating Serum has

become a must-have item not only in Singapore but throughout Asia

and the United States. It celebrated its 20th anniversary in 2017 and

increased its reputation.

전 세계 설화수 고개들이 가장 많이 찾는 설화수 대표 세럼인

윤조에센스는 싱가포르뿐만 아니라 아시아 전체 그리고 미국에까지

필수아이템으로 자리매김했습니다. 그리고 2017년에는 윤조에센스

20주년을 맞이함으로서 긴 역사를 통해 명성을 드높였습니다.

7





CAGR

(Compound Annual Growth Rate)

the annual growth rate of an investment over a

specified period of time longer than a year

연평균 성장률

MTD

(Month To Date)

a period starting at the beginning of the current

month and ending at the current date

월 누계

YTD

(Year To Date)

the period beginning January 1st of the current

year up until today’s date

연 누계

YOY

(Year Over Year)

two events compared with each other on yearly

basis. (compared with last year)

전년 대비

SPD

(Sales Per Door)

a common method of referring to the number

of units in an apartment complex

점당 매출

1. What are the two speakers talking about?

2. Please explain the history of Sulwhasoo.

3. What is one of the brand’s best-sellers?

02





8

LANEIGE

Brand Introduction

translucent 반투명한

◎ ------------------- ◎ clear, transparent

enrich 강화하다

풍요롭게 하다

◎ ------------------- ◎ to improve the quality;

to make something better

exfoliate 벗겨내다

제거하다

◎ ------------------- ◎ to remove scales or flakes;

peel off in thin fragments

contain ~을 포함하다

◎ ------------------- ◎ to have in it, to hold;

to comprise, enclose

performance 실적,성과

◎ ------------------- ◎

the accomplishment of a given task

measured against standards of

accuracy, cost, and speed

03




- recognize various different types of product lines

다양한 종류의 제품계열 익히기

- describe the brand LANEIGE, and its performance

라네즈 브랜드 및 성과 설명하기

9

라네즈는 강력한 수분 자산을 바탕으로 한

기초 스킨케어 라인과, 쿠션, 투톤립스틱 등

밀레니엘 고객을 만족시키는 트렌디

메이크업 제품을 선보이는 프리스티지

브랜드입니다.

라네즈는 빛나는 아름다움과 트렌디한

감각을 선사하는 프리미엄 브랜드입니다.

The prestige brand Laneige shows strength

with moisturization through its skincare line,

cushion, two-tone lipstick among others. It’s

currently satisfying millennial customers

with its trendy make-up products.

LANEIGE is a trendy brand offering

a total solution for ‘Shining Beauty’.

브랜드 인지도 제고와 성공적인 신제품

출시, 고객 서비스 강화로 점당 매출이

증가하며 수익성 개선을 동반한 고성장을

달성했습니다.

라네즈는 히트 상품의 판매 확대와 신규

고객 증가로 기존 지점 효율성이

증대되었습니다.

The improved brand awareness, successful

new product launching, and reinforced

customer services have contributed to

increasing sales accompanied by improved

profitability.

LANEIGE delivered strong existing store

sales growth by the increasing number of

the hit products and also the expansion of

the customer base.

03

Useful Expressions



10

Business

Partner:

Please give us an overview of the brand, LANEIGE.

라네즈 브랜드에 대해 설명해주세요.

GTR

staff:

LANEIGE, a premium beauty brand for young women, is continually

setting new beauty trends, beautifying and instilling confidence in its

devoted customers.

라네즈는 무한한 가능성을 넘어 새로운 에너지로 트렌드를 주도하고

여성의 삶을 매일 더욱 아름답게 변화시킵니다.

Business

Partner:

Really? What is the best-selling product?

가장 잘 나가는 상품은 어떤 것입니까?

GTR

staff:

The best-selling products are BB Cushion, Water Sleeping Mask, and

Water Bank Essence.

가장 잘 나가는 상품은 비비 쿠션, 슬리핑 팩, 그리고 워터뱅크

에센스입니다.

Business

Partner:

What is the performance of LANEIGE this year?

올해 실적은 어떻게 됩니까?

GTR

staff:

It’s hard to tell you specific sales by country or channel, but I can say

Laneige has about a 500 billion won volume and achieves double-digit

growth on average year. In 2017, the global travel retail China market

achieved 10% growth through BB cushion, Two-tone lipstick and

several new products. Also, in the US local market, Laneige relaunched

in Sephora.

국가별, 채널별 실적을 자세히 말씀드리기 어렵지만, 약 5천억 원 규모의

브랜드로 연평균 두 자릿수 성장을 보이고 있습니다. 2017년 글로벌 TR

중국 시장 경우 비비 쿠션, 투톤립스틱등 신제품의 성과로 10%의 성장을

이루었고, 미국 로컬 시장의 경우 세포라에서 라네즈를

리론칭하였습니다.

11





consumer

a person or organization that uses economic services or

commodities

소비자, 재화를 소비하는 사람 (도매업에서 사용)

customer

the recipient of a good, service, product, obtained from a

seller for a monetary consideration

고객, 경제에서 창출된 용역을 구매하는 개인

(리테일업에서 사용)

client

a person or group that uses the professional advice or

services of a lawyer, accountant, etc.

고객

PRC customer customers from People’s Republic of China

중국 고객

average

transaction value

calculated by dividing the total value of all transactions by

the number of transactions or sales

고객당 평균 구매가, 객 단가

1. What are the two business partners trying to discuss?

2. What expressions are used for brand introduction?

3. Was the performance of LANEIGE successful? Why or why not?

03





12

Airport Opening

Negotiations

promotion 판매 촉진

◎ ------------------ ◎ set of activities devised to publicize or

advertise a product, brand, or service

expand 확대하다

◎ ------------------ ◎ to increase the size or volume;

to enlarge

transaction 거래

◎ ------------------ ◎

an occurrence in which goods,

services, or money are passed from

one person, account, etc., to another

commission 수수료

◎ ------------------ ◎

a fee paid to an employee for

transacting a piece of business or

performing a service; a percentage of

the money received from a total paid to

the agent responsible for the business

04




- negotiate with business partners

사업 파트너와 협상

- discuss about airport openings 공항 입점 관련 논의

13

고객이 쇼핑하기에는 공간이 좁기 때문에

면적 확대가 필요합니다.

뷰티 브랜드 랭킹에 대해

말씀해주시겠습니까?

The enlargement construction is

necessary because the space is not big

enough for customers to shop.

Could you tell us about beauty brand

rankings?

브랜드 발신하기 위해 벽면 모니터 설치가

필요합니다.

설화수 제품 유형 확대와 고객 서비스 제고

등 소매 역량을 강화하고 고객에게 즐거운

구매 경험을 제공하는 것에 주력합니다.

The installation of a visual wall display is

necessary to raise brand awareness.

Sulwahsoo devotes its efforts to providing

an enjoyable shopping experience for

customers and reinforcing its retail

capacity by diversifying product types and

improving its customer service.

04

Useful Expressions



14

GTR

staff:

Hello, this is Jason from Amorepacific and I am the Global Travel Retail

Regional Sales Manager. I’ve contacted you to discuss the proposal we

gave you at TFWA Singapore about launching Sulwhasoo at Charles de

Gaulle Airport.

안녕하세요. 아모레퍼시픽 글로벌 TR 영업담당 Jason입니다. 지난번

싱가포르 TFWA에서 제안드렸던 파리 샤를르 드골 공항 설화수 입점건을

협의 드리려 합니다.

MD:

It’s nice to talk to you. We are planning on opening a new Asian brand

store with the renewal of CDG airport in the first half of 2018. We already

know about Sulwhasoo’s great results in Asia, however, we are a little

worried about the lack of brand awareness in Europe.

반갑습니다. 말씀드렸던 것처럼 18년 상반기 CDG 공항 리뉴얼에 맞춰

아시아 브랜드의 신규 입점을 계획 중입니다. 설화수가 아시아에서 성과가

좋은 것은 알고 있으나, 유럽 내 인지도가 부족하여 사내에서 염려하는

분들이 있습니다.

GTR

staff:

We understand your concerns. Nonetheless, Sulwhasoo was launched in

September 2017 at Galaeries Lafayette in Paris, and due to its excellent

results, the opening of Sulwhasoo’s second store is under discussion.

Considering that CDG airport’s main customers are Chinese, and

regarding that most of the customers of Galaeries Lafayette are Chinese,

Middle Eastern, and French, we think that this is a suitable time for a new

opening.

우려하시는 부분도 공감합니다. 아시다시피 17년 9월 파리 갤러리 라파예트에 설화수 1호점 매장을 오픈 하였습니다. 성과가 우수하여 2호점 매장에

대해 논의 중이며, 고객 구성은 중국 관광객, 프랑스, 중동 고객 등입니다.

특히 중국 고객의 경우 CDG의 주요 고객이므로 공항 오픈에 적기라

생각합니다.


Retail staff and the MD. Reverse roles and practice again.



15





MD:

Under the assumption that we consider it positively, the terms and

conditions of the business would be 40% of margin and CIF. Also, fixtures

and employment costs would be entirely the brand’s expenses. In addition,

we will order 3% of sales for testers.

긍정적 입점 검토를 전제로 거래조건은 CIF 40%, 매장 집기 및 직원 비용

100% 브랜드 부담입니다. 테스터의 경우 매출 기준으로 3% 안에서 오더

하겠습니다.

GTR

staff:

The offer can be negotiated depending on the size and the location of the

store. Sulwhasoo needs at least 2m of wall and a customer experience

gondola. Also, we need to use a personalized fixture instead of a generic

fixture. We expect the location to in the luxury brand zone along with

Lancome and Estee Lauder.

말씀하신 거래 조건은 매장의 위치와 면적에 따라 협의 가능합니다.

설화수는 최소 2mL 벽장과 고객 체험을 위한 상담용 곤돌라가 필요하며,

일반 집기가 아닌 브래드 집기를 사용해야 합니다. 또한, 위치도 랑콤,

에스티로더 등 럭셔리 브랜드 존을 요청 드립니다.

MD:

All the duty free shops are managed by “Buy Paris” and all the brand

stores are given locations and areas depending on the positions of the

brands. You are free to use any of your fixtures and I would suggest a 3m

wall for skincare consultation.

CDG의 경우 면세점 자체가 “Buy Paris”라는 브랜드로 운영됩니다. 입점한

모든 브랜드들에 포지션에 따라 유사한 위치와 면적을 부여 합니다. 100%

브랜드 집기로 운영하시는 것은 가능하며, 스킨케어 상담을 위한 3m 벽장을

제안 드립니다.

16





17

GTR

staff:

Along a 3m wall, a large monitor can be installed for digital brand

awareness, but it is unfortunate that we cannot set up consultation gondola.

3m 벽장이면 디지털 브랜드 발신을 위한 대형 모니터 설치가

가능하겠습니다. 상담용 추가 곤돌라를 설치하지 못하는 점은 아쉽습니다.

MD:

Yes, but if a makeup glorifier is be installed, you can show and test the

products for the customers while explaining about it.

네, 그러나 메이크업 글로리파이어는 설치될 예정이오니 고객 상담은 직접

제품을 보여주고 테스트 해드리면서 설명하면 될 것 같습니다.

GTR

staff:

Okay. We will have an internal review regarding this.

알겠습니다. 내부적으로 검토해보도록 하겠습니다.

MD: Please consider positively the offer for Hall E along with the other proposal.

제안 드린 Hall E 외에도 추가 매장 제안 드리겠으니 긍정적인 검토 바랍니다.

GTR

staff:

Thank you very much and I will give you the final answer in two weeks.

감사합니다. 내부 협의 후 2주 안에 최종 답변 드리겠습니다.

DAP

(Delivered at Place)

exporter transports goods to a designated place

장소인도조건 (수출자가 정해진 장소까지 배송)

EXW

(Ex Works)

importer comes to the warehouse where goods are

kept

공장인도조건 (수입자가 수출자의 창고에서 수령)

FOB

(Free On Board)

the seller is responsible for transporting goods to a

ship at a particular port, and then they become the

buyer’s responsibility

본선 인도 조건 (수출자가 배까지 배송)

CIF

(Cost, Insurance and

Freight)

the total price of goods sold includes the price

of transporting them by ship as well as the price

of insurance

운임 보험료 포함 인도 조건

(수출자가 배까지 배송 및 운임 보험료까지 지불)

1. What are the speakers discussing?

2. What do they agree on?

3. What is the MD offering to the Global Travel Retail team?

04





18

Downtown Opening

Negotiations

sales representative 세일즈 담당자

◎ ----------- ◎

a person in charge who manages the

activities of salespeople, develops a

selling strategy for the business in

general

increase rapidly 급증하다

◎ ----------- ◎ to become greater or larger

SKU

(stock keeping unit) 재고 보관 단위

◎ ----------- ◎ an available item for delivery from the

warehouse to store

travel retail exclusive 면세 전용 상품

◎ ----------- ◎ goods that are sold only at duty free

shops

gift with purchase 사은품

◎ ----------- ◎

marketing technique is to encourage

people to purchase items, in order to

receive a free gift

05



19


- negotiate about downtown openings

다운타운 입점 관련 협상

- give details about promotion strategies

프로모션 전략에 대한설명

다운타운 스토어는 한류 메이크업 룩을

체험할 수 있는 메이크업 존과 라네즈

브랜드 가치를 느낄 수 있는 체험 공간을

운영하려고 합니다.

일반적으로 상품을 주문하시면 5주 안에

생산, 선적됨으로 6주 이내에 받으실 수

있습니다.

The downtown store will operate a makeup

zone, where customers can check out the

latest Korean-style makeup and other

experience zones that will provide

customers with insight into the brand value

of LANEIGE.

When you place an order, production will

be completed in 5 weeks and you will be

able to receive the product within 6 weeks.

개인 방문객보다는 (FIT=Free Individual

Traveler) 단체 관광객 (Conducted Tour

group) 방문이 많은 다운타운 매장의

특성상 POS의 추가 설치가 필요합니다.

다운타운만을 위해 디자인과 구성을

차별화한 전용 상품 개발이 가능합니다.

최소 주문 수량은 5000개입니다.

Regarding the unique feature of downtown

stores, that there are more conducted tour

groups visitors compared to than FITs,

additional POS installations are required.

Development of exclusive product with

unique designs and components for

downtown stores are possible. The MOQ

is 5000 pieces.

05

Useful Expressions



20

GTR

staff:

Hello, I am a Thai sales representative from AMOREPACIFIC.

I am here to discuss HPP for King Power Downtown in Bangkok.

안녕하세요, 아모레퍼시픽 세일즈 담당자입니다. 이번 태국 킹파워 다운타운

High Profit Promotion 건으로 협의 드리러 왔습니다.

Business

Partner:

Nice to meet you. I am greatly interested in the additional opening of

LANEIGE because of the growing number of PRC travelers.

반갑습니다. 중국 여행객이 급증하고 있어서 추가 입점에 대해 관심이

많습니다.

GTR

staff:

As you might know, Moisturizing Care of LANEIGE shows the highest

performance in Asia.

아시는 것처럼 라네즈는 보습 케어에 있어 아시아 최고의 성과를 보이고

있습니다.

Business

Partner:

Could you please tell me briefly about the main items for HPP?

먼저 주력 상품에 대해 말씀 해 주시겠습니까?

GTR

staff:

The main item of LANEIGE HPP are BB cushions. LANEIGE has 2 types of

cushions, a Snow BB Soothing Cushion with a whitening effect and a BB

Cushion Pore Control with pore cover effect. This cushion has four different

shades and offers skin care benefits.

라네즈 HPP의 주력상품은 쿠션입니다. 라네즈 쿠션은 화이트닝 효과의

스노우BB 수딩 쿠션과 모공 커버 기능의 스노우 BB 쿠션 포어컨트롤 2가지

타입이 있습니다. 각각 4가지 색상이 있으며, 스킨케어 효과의 제품입니다.

Business

Partner:

Is Pore Control a newly launched product?

포어 컨트롤은 신제품인가요?

GTR

staff:

You are right. We launched this new product, targeting summer season and

tropical countries, is getting a lot of interest from customers in the local

market of Bangkok.

맞습니다. 여름철과 열대 기후 국가를 타깃으로 출시한 신제품으로 로컬

시장에서 고객 반응이 매우 좋습니다.

21





1. Who are the people in the conversation?

2. What is their concern?

3. What is the main item of HPP?

cannibalize

to remove parts, equipment, etc. from an item, product, or

business) in order to use them in another

비슷한 신상품 도입으로 자사 제품의 매출 감소를 가져오다

reason to believe

(RTB)

sufficient evidence to believe

제품 효능에 대한 근거 compelling reason why로 표현

unique selling point

(USP)

factor that differentiates a product from its competitors,

such as the lowest cost, the highest quality

독특한 제품의 셀링 포인트/ 원포인트

wall canopy a wall which has brand name one

벽장 캐노피

skincare tester bar a place where customers can try skincare products

스킨케어 제품을 제험해볼 수 있는 곳

counselling table a table which customers sit and get a consultation

고객이 앉아서 상담받을 수 있는 곳

05





22

Yearly & Monthly

Target Setting

incentive

program 인센티브 제도

◎ ------------------ ◎

a formal scheme used to promote or

encourage specific actions or

behavior

sold out 매진되다

◎ ------------------ ◎

to dispose of completely by selling

and there is no more available at a

store

inventory control 재고관리

◎ ------------------ ◎ processes employed to maximize

a company’s use of inventory

commission 수수료

◎ ------------------ ◎ a portion of sales given to agents or

Mielles

06



23


- set yearly and monthly target

연간 및 월간 목표 설정

- revise incentive scheme

인센티브 제도 변경

2018년 목표는 기존 매장의 질적 성장과

신규 매장의 양적 성장을 반영하여

설정하였습니다.

우리는 1월 인센티브 제도에 대해

합의하였고 그건 이제 준비가

다 되어 있습니다.

The target for 2018 has been set

considering existing stores’ qualitative

growth and new opening stores’

quantitative growth.

We have agreed on the January incentive

program and it’s is now ready for

implementation.

우리가 달성하기로 합의했던 매출 목표를

조정할 의향이 없습니다.

매장 재고 목록을 확인하고 월 목표에

맞게 주문 넣어주세요.

We are not willing to adjust sales target

that we have agreed to achieve.

Please check the counter inventory and

take orders from operators to achieve the

monthly target.

06

Useful Expressions



24

GTR

staff:

Please review CDFG’s monthly target and incentive proposal for the

first quarter of 2018.

18년 1분기 CDFG 월별 목표와 인센티브 제안 내용에 대한 의견

부탁드립니다.

Operator:

Okay. Actually, the supervisor in Haitang Bay store raised an objection

against the monthly target, saying targets for both Sulwhasoo and

Laneige are too high considering last year’s target.

예. 사실 하이탕베이 매장의 경우 현장 슈퍼바이저가 월별 목표에 대해

이의를 제기하였습니다. 최근 판매 추이와 17년 1분기를 비교할 때

설화수, 라네즈 목표가 매우 높다는 의견입니다.

GTR

staff:

It might be a challenging target for Haitang Bay stores, however simply

comparing year on year growth cannot be the source of our decision.

하이탕베이 매장의 입장에서는 도전적인 목표라 여길 수 있겠습니다.

하지만 단순히 전년동기 대비 성장률로만 판단하는 것에는 동의할 수

없습니다.

Operator:

Additional stores can provide opportunities for extra sales, but generally

Korean brands are achieving poor sales rate. If we maintain the

proposed target, Mielles would not be able to reach targets nor be

compensated.

물론 추가 매장이 추가 매출의 기회가 됩니다만, 최근 설화수, 라네즈뿐

아니라 한국 브랜드의 판매가 저조합니다. 제안 주신 목표를 유지한다면

직원들이 목표를 달성하지 못하여 보상이 낮아질 것이라 여겨집니다.


Retail staff and the Operator. Reverse roles and practice again.



25





26

GTR

staff:

The engine product of Sulwhasoo, the Ginseng line releases new

products in the first quarter of 2018. Also, the performance of lip

sleeping mask was excellent in the last quarter of 2017. We’d like to

motivate Mielles by adding push money for each individual product sold.

1분기에는 설화수의 강한 상품인 자음생 라인에서 신제품이 출시되고,

라네즈의 경우 4분기에 새로 출시한 립 슬리핑 마스크의 성장이 매우 우수합니다. 개당 판매에 대한 푸쉬 머니를 추가하여 판매 동기부여를 했으면 합니다.

Operator:

There’s no reason for CDFG to oppose reinforcing compensation for

Mielles who are working extremely hard in the peak season.

Nevertheless, if monetary compensation is excessive, it might cause

difficulty in maintaining sales in the normal season. So, I’d suggest you

negotiate a specific standard with the Haitang Bay sales team.

성수기에 열심히 판매한 직원들의 보상이 강화되는 점은 CDFG에서도

반대할 이유가 없습니다. 다만 금전적 보상이 과다할 경우 평수기 매출

유지에 어려울 수 있으니, 구체적 기준은 하이탕베이 영업팀과 의논하셨으면 합니다.

GTR

staff:

Okay. If you’d agree on the sales of the first quarter, we will hold a

meeting with the sales team to convince them.

알겠습니다. 본사차원에서 CDFG 1분기 매출에 대해 동의해 주신다면,

하이탕베이 영업팀과 별도 미팅하여 설득하도록 하겠습니다.

Operator:

Thank you very much. As I’m in charge of the AMOREPACIFIC brands,

I will support you to reach an agreement on the target for growth.

감사합니다. 저도 아모레퍼시픽 담당자로서 성장을 위한 목표 합의를 위해 지원하겠습니다.

value added tax (VAT)

a type of consumption tax that is placed on a product

whenever value is added at a stage of production and

at final sale

부가가치세

custom duty

a tax payable to customs when importing or exporting

goods

관세

special consumption tax

a tax on the purchase of a good or service. it can take

the form of sales taxes, tariffs, excise and other taxes

on consumed goods and services

특별 소비세

import tariffs

a tariff on goods coming into a country from abroad,

often used by governments as a way of reducing

imports and protecting local industries

수입세

1. What was the issue raised by the operator?

2. What is their concern?

3. Was their concern resolved?

06





27

Performance Review

accelerate 가속화되다

◎ ------------------- ◎ to cause to develop or progress

more quickly

qualitative growth 양적 성장

◎ ------------------- ◎ growth pertaining to or concerned

with quality

approval 인정, 승인

◎ ------------------- ◎ a formal agreement, sanction

reduce 줄이다, 낮추다

◎ ------------------- ◎ to bring down to a smaller extent,

size, amount, number, etc.

bottom out 바닥을 치다, 끝나다

◎ ------------------- ◎ to reach the lowest point and level

out

07



28


- discuss about business performance review

경영성과/ 영업실적에 대한 의논

해외 사업은 히트 상품 판매 확대 및

기존점 매출 증가로 성장 지속되고

있습니다.

브랜드 인지도 강화 및 신규 고객

유입으로 견고한 성장을 지속했으나 매스

사업 축소로 인해 매출 소폭 감소했습니다.

Overseas business shows continued

solid growth backed by the increased

sales of hit products and improved

existing store sales growth.

Despite the solid growth of premium

business backed by strengthened brand

recognition and increased inflow of new

customers, the overall sales decreased

due to the cuts in mass business.

외국인 관광객 판매 증가로 매출 고성장을

보였습니다.

고객의 니즈에 적극적으로 대응하며

매출 성장을 보였습니다.

There is a robust growth backed by the

increased sales to foreign travelers.

The overall sales increased by

responding to customers’ needs.

07

Useful Expressions



29

GTR

staff:

Our performance throughout the year has been satisfactory. We managed to

achieve steady growth with innovative products, differentiated services, and

aggressive global expansion.

올해는 만족스러운 성과가 나왔습니다. 저희는 제품 혁신과 서비스

차별화, 적극적인 글로벌 사업 확대를 통해 견고한 성장세를 이어나갔습니다.

Business

Partner:

Could you please explain in more details about the overseas business

performance?

해외 사업에 대해 좀 더 자세히 설명해주시겠습니까?

GTR

staff:

Of course, the accelerated growth of the global champion brands resulted in

overseas sales of 10 million US$ with a 53.6% year-over-year growth.

Please look at the handout.

물론이죠. 해외 사업은 성장을 가속하여 전년 대비 53.6% 증가한

1천만 US$ 매출을 달성했습니다. 나눠드린 자료 봐주시기 바랍니다.

Business

Partner:

Very good. I can see that the rising sales of the major brands led to steady

sales growth.

아주 좋습니다. 주요 브랜드의 매출 증가가 지속 가능 성장세를

이어가는 것을 볼 수 있네요.

GTR

staff:

You are right. Especially the solid qualitative growth of our existing brands

and the successful market entry of the new brands in China contributed to

strong growth.

맞습니다. 특히 중국 사업은 기존 브랜드의 질적 성장과 신규 브랜드의

성공적인 시장 진입을 통해 고성장세를 이었습니다.

Business

Partner:

Really? I think our efforts to diversify the distribution channels and improve

brand awareness in the key emerging markets led to great sales growth as

well.

그렇습니까? 핵심 시장에서의 브랜드 인지도 제고와 유통 채널 다각화 또한

매출 고성장세를 이어갔다고 생각합니다.





30

purchase order

a document that asks a company to supply goods or

services, and gives details such as the price to be

paid, and the method and date of payment

수출용 원료 재료를 국내에서 구입하기 위하여 발행되는 구매 승인서

initial order/ additional order initial/added/supplementary request to supply

오픈시 초기 주문/추가 주문

expense invoice

a detailed list of charges incurred by an employee in

the performance of work

비용 청구서

expense claim

costs, other than the actual claim cost, that are

associated with paying a claim

비용 처리 요청

outstanding invoice

a document that lists payment that is outstanding

has not yet been paid and is still owed to someone

채권 (미처리 금액에 대한 청구서)

1. What are the two business partners trying to discuss?

2. What does business partner think about the overseas business performance?

3. According to the GTR staff, how is the performance of the year? Describe in

detail.

07





31

New Product

Launching Meetings

saving benefit 가격적 혜택

◎ ------------------- ◎ an advantage; benefits of a price

travel retail

exclusive 면세 전용 상품

◎ ------------------- ◎ goods that are sold only at duty free

shops

limited edition 한정판

◎ ------------------- ◎ only a small number products

are produced and sold

MOQ 최소 발주 수량

◎ ------------------- ◎ minimum order quantity

lead time 준비 기간

◎ ------------------- ◎ total time required to manufacture

an item

08



32


- introduce a new product

신제품 소개

- make a proposal regarding new product launch

신제품 출시 제안

중산층 중국인 고객들은 고가의 제품을

최대 할인 혜택으로 다량 구매하는 특성이

있습니다.

이 제품은 10% 할인 된 가격으로

진행할 겁니다.

Middle-class Chinese customers have

the characteristics of buying highly

discounted high ended products.

We will have a 10% discount promotion

for this product.

시즌 이후에도 재고 소진까지 매장에서

판매할 수 있도록 하겠습니다.

이번 홀리데이 시즌은 기간이 길기 때문에

많은 중국인 관광객들이 몰릴 것으로

예상됩니다.

We will promote the sales until stock runs

out even after the holiday season.

I expect a large number of PRC

customers due to the long holiday season

period.

08

Useful Expressions



33

GTR

staff:

Hello everyone, we launched the newest version of Sulwhasoo’s best-

selling product to attract consumers for the upcoming holiday season.

안녕하세요. 저희는 이번 다가오는 홀리데이 시즌을 겨냥해서 설화수의

베스트 셀러이자 새로운 버전의 신제품이 출시되어 소개해 드리고자 합니다.

Business

Partner:

Does it come as a set, and what benefits are there?

세트 상품인가요? 어떠한 혜택이 있나요?

GTR

staff:

Yes, it comes as a gift set and we will have a 10% discount promotion for

this product.

네, 선물 세트로 나오고 이 상품은 10% 할인된 가격으로 진행하려고 합니다.

Business

Partner:

That sounds great. I think this product is attractive enough for customers

since it comes with a sample set. How much lead time do you need for this

holiday season?

좋습니다. 이 상품은 샘플 세트도 포함되는 메리트도 있으니 충분히 고객의

관심을 끌 것 같네요. 이번 홀리데이 시즌에는 리드타임이 얼마나

필요합니까?

GTR

staff:

Production will be completed after two months.

제품은 2달 후에 생산 완료됩니다.

Business

Partner:

What is the MOQ? How much do you expect to sell?

MOQ가 있습니까? 얼마 정도 판매할 것으로 예상합니까?

GTR

staff:

Minimum of 1000. I’d like to reinforce the promotional activities for this

best-selling limited edition.

1000개입니다. 꾸준히 판매되는 베스트 셀러이고 한정판 세트이기 때문에

공격적으로 프로모션을 진행했으면 합니다.

34





HPP

high-profit promotion

추가수익을 위한 프로모션 공간

FPP

front profit promotion

추가수익을 위한 프로모션 공간 (입구 앞쪽)

promoters

a person who helps organize and finance an event

프로모션을 지원하는 임시직

POP

point of purchase advertisement

구매시점 광고

VMD / glorifier /

planogram

visual merchandizing / show case, display case /

the inside of the showcase

매장진열 / 진열장 / 진열장 안

1. What are the benefits of the new product?

2. What does the GTR staff expect in the near future? Why?

3. How much lead time does the travel retail team need for this holiday

season?

08





35

Stock Management

Meetings

display 진열

◎ ------------------- ◎ an act or instance of displaying;

exhibition

first in first out 선입 선출

◎ ------------------- ◎

inventory accounting in which the

oldest items (those first acquired)

are assumed to be the first sold

out of stock 품절

◎ ------------------- ◎

products are not available to

purchase in a store because they

have all been sold

expiration date 유통 기한

◎ ------------------- ◎ the last day on which a product or

service can be used

09



36


- review store management

매장 관리 검토

신제품을 런칭하기 전에 매장 구형

재고를 관리해야 합니다. 일반 상품의

적정재고는 2개월이나, 해당 제품은 다음

달에 신규 제품이 런칭되니 당월

주문량을 삭제하려 합니다.

사은품도 좋으나 일단 가격적 혜택이

없으면 적극적 판매가 어렵습니다.

We need to manage all the old stocks

before launching new products.

Generally, stocks last up to 2 months.

This product should be deleted from the

order list since a new product will be

launching next week.

A free gift is good but if there is no price

benefit, it’s hard to be aggressive with

the sales.

두 제품이 동시에 판매되지 않도록

부탁드립니다.

잔여 재고 수량 확인해서 환입 처리

진행하겠습니다.

Please make sure that two items are not

sold at the same time.

After checking the inventory, I will

proceed with the purchase return

procedure.

09

Useful Expressions



37

GTR

staff:

Hello, my name’s Matt and I’m the sales representative from

AMOREPACIFIC. I’ve looked around the store and I have found a

number of inventory issues.

안녕하세요, 아모레퍼시픽 영업담당 Matt입니다. 매장을 살펴보니 일부

제품의 재고 관리가 잘 안되는 것 같습니다.

Business

Partner:

Which issue are you talking about?

어떤 문제를 말씀하시는 거죠?

GTR

staff:

The best-selling products are out of stock, and single units products

rather than product sets are being displayed.

베스트 상품은 매장 재고가 부족하고, 세트가 아니라 단품 위주로

진열되어 있습니다.

Business

Partner:

I’ll have a look at it. BAs are saying it’s difficult to display Laneige

products because they come packaged.

한번 확인해 보겠습니다. 매일 아침 제품을 보충하는데 라네즈 상품은

포장이 되어 있어, 충분하게 진열하기 어려워서 현장의 불만이 있습니다.

GTR

staff:

The duo set is attractive to customers but there’s limitation when it

comes to storage. In the future, we will try to secure space by reducing

its packaging to the size of single unit products and increase customers’

satisfaction with price discounts.

2종 선물세트가 매력적인 상품이지만 공간이 제한적이라 어려움이

있습니다. 향후 단품 조합으로 부피를 최소화하고, 가격 할인을 추가하여

고객 만족도를 높이려고 합니다.

Business

Partner:

That’s a great idea. Please maintain similar benefits as before, since

there are customers who prefer to receive samples for free.

아. 좋은 생각입니다. 무료 샘플을 선호하는 고객도 있으니 기존과 비슷한

혜택을 유지해 주시기 바랍니다.

38





Generic Sales Advisor

(Generic Assistant)

a shop assistant that helps out and works more with the

customers (beauty consultants from other brands)

판매를 위한 조언을 해주는 사람

Beauty Advisor

(Beauty Consultant)

a person who greets customers and share expert

knowledge about the products for our brands

매장을 방문하는 손님에게 제품 카운셀링을 하는 사람

BA assessment assessment of beauty advisors

BA 평가

front line person

sales or service personnel who deal directly with

customers and act as a communication medium between

them and the firm

고객과의 직접적인 커뮤니케이션 매체역할을 하는 사람

grooming standard a standard for appearance

복장/머리 규정

1. What do you think the two people do in their department? Do they

work in the same department? Why or why not?

2. What is the first in first out rule? Why does the business partner need

to follow this rule?

3. What is the business partner going to do?

09





39

Meeting with Mielle

sales growth 매출 성장

◎ ------------------- ◎

the amount by which the average

sales volume of a company’s

products or services has grown,

typically from year to year

quantitative 양적인

◎ ------------------- ◎ that is or may be estimated by

quantity, amount

qualitative 질적인

◎ ------------------- ◎ pertaining to or concerned with

quality

collaboration 협동

◎ ------------------- ◎ the act or process of collaborating

quarterly 분기별

◎ ------------------- ◎ occurring or appearing at three-

month intervals

10



40


- discuss about store management with Beauty Advisors

뷰티 어드바이져와 매장관리에 대해 의논

최근 출시된 경쟁사 제품 중 고객들이

관심을 갖는 제품은 무엇입니까?

제품 진열 시 입고 날짜대로 판매되도록

해 주십시오.

Among recently released products, which

of the competitors’ products draws the

most attention to customers?

When you display products, please

proceed with the sale according to the

warehousing dates.

매장에 많은 고객이 몰려오는 경우가

있는데, 다수의 고객 응대에 어려움은

없으신가요?

상품 메시지를 발신하고, 고객의 눈에

띄게 하려면 세로로 진열해야 합니다.

There are situations when a large crowd

of customers rush into the store, do you

face any difficulties when dealing with a

large group of customers?

All the items should be displayed

vertically in order to highlight the

product’s message and grab the

customer’s attention.

10

Useful Expressions



41

GTR

staff:

The sales growth in emerging markets is important but I’d like to

compliment you on the qualitative and quantitative growth which is higher

than our sales target.

신규 시장에서의 매출 성장도 중요하지만, 양적, 질적으로 성장 목표보다

높은 성장을 이룬 점을 칭찬하고 싶습니다.

Mielle:

Thank you. I am currently offering both best-selling items and new

products based on the customer’s preference.

감사합니다. 현재 고객이 베스트 셀러 제품이나 신제품을 찾기 때문에

원하는 제품을 보여드리고 판매하고 있습니다.

GTR

staff:

If you need any help with customer care, please let me know.

고객 케어에서 개선할 점이 있다면 의견 주십시오.

Mielle:

The VMD fixtures should be more attractive so that the promotional

messages can be shown clearly.

프로모션 내용이 잘 보이도록 VMD 집기가 더 눈에 띄면 좋겠습니다.

GTR

staff:

I see. As you said, I will definitely discuss this problem for improvement

with the design team. Also, please make sure to follow the guidelines

when you display items.

알겠습니다. 디자인 팀이랑 의논해서 개선안을 찾아보겠습니다.

그리고, 상품은 가이드대로 진열되도록 수정 부탁드립니다.

Mielle: Thank you. I will make sure to follow the guidelines.

네 감사합니다. 가이드라인대로 잘 지키도록 지도하겠습니다.

42


Retail staff and the Mielle. Reverse roles and practice again.







43

GTR

staff:

I’ve just looked at the working schedule, and it seems there are fewer

Mielles on the night shift. Is there any special reason for adjusting the

schedule?

다음 달 근무일정을 보니, 밤 시간대 근무자가 전월 대비 적습니다.

일정을 조정한 특별한 이유가 있습니까?

Operator:

We added an additional shift in the morning due to special flight for

Chinese peak season. Stores are comparatively slow at night, so we

would manage it by GA.

중국 성수기를 맞은 특별 항공편이 추가 운영될 예정이라 아침 시간

근무가 추가되었습니다. 밤 시간대에 매장이 비교적 한산하여 GA를

통해 관리하려 합니다.

GTR

staff:

Considering the scale of the store, if there is no BA, wouldn’t that

cause problems in the store?

규모가 큰 매장인데 미엘 한 명도 없이 매장 운영에 지장이 없을까요?

Operator:

No, I don’t think so. More than 90% of the sales occur in the daytime,

so it won’t be such a big deal to manage the store by GA.

네. 해당 시즌에는 90% 이상의 매출이 낮에 발생하기 때문에 밤에는

GA만 운영해도 큰 문제 없을 것 같습니다.

GTR

staff:

Alright. Thank you for the flexible adjustment of the schedule. I will

share information about the special flight as soon as I get it.

알겠습니다. 공항 사정을 반영하여 탄력적으로 일정 조정해 주시는 점

감사하고, 특별 항공편에 대해 확정되면 바로 공유 드리겠습니다.

ground counter stores are located on the ground

지상 매장

in flight counter stores are located on the plane

기내 매장

ferry counter stores are located on the ferry

크루즈 등 선상 매장

online store

a website that accepts direct payments in exchange

for goods and services

온라인 매장

1. What are the two people trying to do?

2. What does the travel retail team want to compliment on?

3. What is the beauty advisor going to do?

10





44

Order

negotiate 협상, 교섭하다

◎ ------------------ ◎

talking about a problem or a situation

such as a business arrangement in order

to solve the problem

stock 재고

◎ ------------------ ◎ when items are put in an inventory

which will not instantly be used

purchase order 발주서

◎ ------------------ ◎ when purchasing goods, the list of the

items is called purchase order

shipment 선박

◎ ------------------ ◎

an amount of a particular kind of cargo

that is sent to another country on a ship,

train, airplane, or other vehicle

payment 대금

◎ ------------------ ◎

an amount of money that is paid to

someone, or the act of paying this

money

11



43


- Negotiate and order products

협상 및 오더 진행

월별 판매 수량을 보시면 자음생 시트

마스크가 매달 20% 성장 중이라, 1000개

정도는 더 주문 하시는 게 좋을 것

같습니다.

워터 슬리핑 마스크는 최소주문량이

3000개로 정해져 있습니다.

From looking at the monthly sales of

Ginseng Sheet Mask, it’s been growing at

a rate of 20% every month. Therefore it

would be better for you to order extra

1000 pieces.

The MOQ for Water Sleeping Mask is

3000 pieces.

이 가격은 다음달부터 적용됩니다. 귀하의 주문 처리가 지연되는 점 양해해

주십시오.

The price increase is effective from next

month

Please excuse the delay in processing

your order.

결제 처리 전까지는 주문을 취소하실 수

있으나, 현재는 불가한 상태입니다.

지속적인 비즈니스 관계가 이루어지기를

기대합니다.

You are free to cancel the order until your

payment has been processed, however, it

is not possible now.

I look forward to building a lasting

business relationship with you.

11

Useful Expressions



46

Operator: I’ve just sent you the January P.O., so please check the list.

방금 제가 1월 주문서 보냈으니 리스트 확인 부탁드리겠습니다.

GTR

staff:

Thank you for your order. However, looking at the sales growth, I can

see that there is 10% growth for the Ginseng Renewing Eye Cream

each month. I think it’s better for you to order 100 more pieces of

Ginseng Renewing Eye Cream.

주문 감사합니다. 그런데 판매 추이를 보시면, 최근 두 달간 자음생

아이크림 성장이 10%씩 되고 있습니다. 제 생각엔 100개 정도는 더

주문하셔도 될 것 같아요.

Operator: Actually, we just wanted to order 400 pieces.

사실 저희 입장에서는 400개만 주문하고 싶었어요.

GTR

staff:

To tell you the truth, the MOQ for Ginseng Renewing Eye Cream is 500.

자음생 아이크림 같은 경우에는 최소 주문 수량이 500개입니다.

Operator:

I see. Do you remember the masks that I ordered a week ago? We’d

like to cancel all of the masks and instead order the 500 pieces of eye

creams.

그렇군요. 혹시 일주일 전에 주문 했었던 마스크들 기억나세요?

아이크림 500개 주문하는 대신 마스크들은 전량 취소하고 싶습니다.

GTR

staff:

I’m sorry. You are free to cancel the order until your payment is

processed, however, it has been processed so it cannot be cancelled.

죄송합니다. 결재 처리 전이었다면 가능했겠지만, 현재 결재가 모두

완료된 상황이라 취소가 불가합니다.





47





48

Operator: I’ve just sent you the February P.O., so please check the list.

방금 제가 2월 주문서 보냈으니 리스트 확인 부탁드리겠습니다.

GTR

staff:

Thank you very much. I’ve just checked the P.O., and I see there are

only 400 pieces of Ginseng renewing eye cream. Since the MOQ is 500

pieces, I request you to order an additional 100 pieces.

감사합니다. 방금 주문서를 봤는데, 자음생 아이크림을 400개만

주문했네요. 저희 최소주문수량은 500개입니다.

100개 추가 주문 부탁드립니다.

Operator:

The P.O. budget is calculated based on the last average 3 months of

sales, so the additional order of 100 pieces of Ginseng renewal eye

cream is not easy. Is there any solution?

발주 예산이 직전 3개월 평균 실적에 따라 계산되어, 자음생 아이크림

100개 추가 주문이 어려운데 방법이 없을까요?

GTR

staff:

I will expedite the sales of Ginseng renewing eye cream by supplying its

GWPs. It might be a solution to produce 500 pieces and send in divided

shipments of 400 pieces this month and 100 pieces next month.

근본적으로는 자음생 아이크림에 대해서 추가 GWP를 공급해서 판매를

촉진하도록 하겠습니다. 그리고 최소 수량대로 500개를 생산해서 당월

400개, 다음 달 100개로 분할 선적하는 것도 방법일 듯합니다.

Operator:

That seems to be a great idea. Then, I request a divided shipment of

400 and 100 pieces. I appreciate your extra support.

좋은 생각인 것 같아요. 그럼 이번 달 400개, 다음 달 100개 선적

부탁드립니다. 추가 지원 감사드립니다.

quotation the price stated for goods sent on forward delivery

견적서

process

a series of actions which are carried out in order to achieve

a particular result

과정

transaction a piece of business, an act of buying or selling something

거래

markdown a reduction in the price of something

가격 인하

1. What are the two people trying to do?

2. What can the GTR staff do, if the operator insists on cancelling the

order?

3. As a GTR staff, what would you do if there was in a conflict with an

operator while ordering?

11





49

12 Claims

hold up 지연되다

◎ ------------------- ◎ to be delayed

tariff 관세

◎ ------------------- ◎ a tariff is a tax that a government collects

on goods coming into a country

shipment 배송

◎ ------------------- ◎

a shipment is an amount of a particular

kind of cargo that is sent to another

country on a ship, train, airplane, or other

vehicle

excess 초과

◎ ------------------- ◎ a larger amount than is needed, allowed,

or considered usual

in light of ~을 고려하여

◎ ------------------- ◎ after considering something



50


- Deal with different kinds of claims

클레임 대처

안타깝게도 금요일까지는 결제해 주셔야

할 것 같습니다.

금액을 어떻게 환급 받기 원하시는지 확인

부탁드립니다.

I regret to inform you that we require your

payment by Friday.

Please confirm how you would like the

payment returned to you.

죄송하게도 배송시간은 앞으로 있을

연휴로 인해 하루 지연될 것 같습니다.

운송 중 제품이 파손된 점에 대해 심심한

사과를 전합니다.

I am afraid the shipping time will be

delayed by one day because of the

upcoming holiday.

My sincerest apologies for your product

suffering damage in transit.

불행히도 오늘 저희가 받은 제품에 결함이

있습니다.

상황이 나아질 수 있도록 노력하겠습니다.

Unfortunately, the goods we received

today are defective.

I will make sure to rectify the situation

immediately.

12

Useful Expressions



51

Operator:

We’ve sent you the January P.O. about a week ago, but the product has

not arrived yet. Could you please check?

저희가 1주일 전쯤에 1월 주문서를 보냈는데 제품들이 아직 도착하지

않았습니다. 혹시 확인 가능한가요?

GTR

staff:

Alright, one second. I am afraid the shipping time will be delayed by one

day because of the New Year’s holiday.

네. 확인해보겠습니다. 방금 확인해보니 최근에 있었던 설 연휴 때문에

배송이 밀려서 하루 정도 지연될 것 같습니다.

Operator:

Please update us with this kind of information as soon as possible, so

we can deal with stock issues at the stores.

이러한 부분은 미리 말씀해주셔야 저희가 현장 재고 관련 이슈에 대해

대응을 할 수 있습니다.

GTR

staff:

I’m sorry. I will make sure to rectify the situation immediately.

죄송합니다. 상황이 나아질 수 있도록 노력하겠습니다.

Operator:

Oh, also some of the products that you had sent two weeks ago arrived

broken.

아, 그리고 2주 전에 보내셨던 제품 중 몇 개가 깨져서 왔습니다.

GTR

staff:

I see. We are actually trying our best to minimize such incidents; we will

take a careful look to make sure we deliver products as safe as possible.

그랬군요. 최대한 그러한 피해가 없도록 작업을 하는데, 앞으로는

그런 일이 최대한 없게 더욱 신경 쓰겠습니다.





52

defective something is wrong and it does not work properly

결함

amend

to change something that has been written such as a law, or

that is said, in order to improve it or make it more accurate

고치다

consignment

a consignment of goods is a load that is being delivered to a

place or person

위탁물, 탁송품

in lieu of instead of

~대신에

clear

if you cleared customs, it means you have passed through the

customs at the airport

(세관을) 통과하다

1. What are the two people talking about?

2. If you were a GTR staff, what would you do for compensation?

3. Have you ever faced any similar situations? What did you do?

12





53

No. Word Meaning

(Kor.)

Meaning

(Eng.)

1 competitive

stance 경쟁적인 입장

the position a firm occupies in a market, or is trying to

occupy, relative to its competition

2 market share 시장 점유율 the proportion of the total sales within the distribution

channel

3 annual revenue 연 매출 the total income generated during a year

4 foothold 성공 발판 a secure position that provides a base for further

advancement

5 strategic

direction 전략적 방향

a course of action that leads to the achievement of the

goals of company’s strategy

6 extract 뽑다, 추출하다 to get, pull, or draw out, usually with special effort, skill, or

force

7 supple 유연한 bending or changing shape without breaking

8 saturate 흠뻑 적시다 to soak or fill so that no more liquid may be absorbed

9 revitalize 새로운

활력을 주다 to give new life (to skin cell), recover youthful skin

10 enhance 높이다,

향상시키다 to raise to a higher degree; intensify; magnify

11 rejuvenate 활기를

되찾게 하다 to restore to youthful vigor or appearance

12 translucent 반투명한 clear, transparent

13 enrich 강화하다

풍요롭게 하다 to remove scales or flakes; to make something better

14 exfoliate 벗겨내다

제거하다 to throw off scales or flakes; peel off in thin fragments

15 contain ~을 포함하다 to have in it, to hold; to comprise, enclose

16 performance 실적,성과 the accomplishment of a given task measured against

standards of accuracy, cost, and speed

17 promotion 판매 촉진 set of activities devised to publicize or advertise a product,

brand, or service

18 expand 확대 시키다 to increase the size or volume; to enlarge

54

55

No. Word Meaning

(Kor.)

Meaning

(Eng.)

19 transaction 거래 an occurrence in which goods, services, or money are

passed from one person, account, etc., to another

20 sales

representative 세일즈 담당자

a person in charge who manages the activities of

salespeople, develops a selling strategy for the business in

general

21 increase rapidly 급증하다 to become greater or larger

22 SKU (stock

keeping unit) 재고 보관 단위 an available item for delivery from the warehouse to a store

23 travel retail

exclusive 면세 전용 상품 goods that are sold only at duty free shops

24 gift with purchase 사은품 marketing technique is to encourage people to purchase

items, in order to receive a free gift

25 incentive program 인센티브 제도 a formal scheme used to promote or encourage specific

actions or behavior

26 sell out 매진되다 to dispose of completely by selling and there is no more

available at store

27 inventory control 재고관리 processes employed to maximize a company’s use of

inventory

28 annual sales

target 연 매출 목표

a specified amount of sales that a management sets for

achieving or exceeding within a year

29 accelerate 가속화되다 to cause to develop or progress more quickly

30 qualitative growth 양적 성장 growth pertaining to or concerned with quality

31 approval 인정, 승인 a formal agreement, sanction

32 reduce 줄이다, 낮추다 to bring down to a smaller extent, size, amount, number, etc.

33 sell-in 제조업체 → 유통

업체로 판매 to sell to a retail outlet to be sold to the public

34 saving benefit 가격적 혜택 an advantage; benefits of price

35 holiday season 홀리데이 시즌 a period of the year marked by special events or activities in

some field

36 hold up 지연되다 to be delayed

56

No. Word Meaning

(Kor.)

Meaning

(Eng.)

37 tariff 관세 a tax that a government collects on goods coming into a

country

38 commission 수수료

a fee paid to an employee for transacting a piece of

business or performing a service; a percentage of the

money received from a total paid to the agent responsible

for the business

39 limited edition 한정판 only a small number products are produced and sold

40 MOQ 최소 발주 수량 minimum order quantity

41 lead time 준비 기간 total time required to manufacture an item

42 display 진열 an act or instance of displaying; exhibition

43 first in first out 선입 선출 inventory accounting in which the oldest items (those first

acquired) are assumed to be the first sold

44 out of stock 품절 products are not available to purchase in a store because

they have all been sold

45 expiration date 유통 기한 the last day on which a product or service can be used

46 sales growth 매출 성장

the amount by which the average sales volume of a

company’s products or services has grown, typically from

year to year

47 quantitative 양적인 that is or may be estimated by quantity, amount

48 qualitative 질적인 pertaining to or concerned with quality

49 collaboration 협동 the act or process of collaborating

50 quarterly 분기별 occurring or appearing at three-month intervals

51 negotiate 협상, 교섭하다 people talk about a problem or a situation such as a

business arrangement in order to solve the problem

52 stock 재고 when items are put in an inventory which will not instantly

be used

53 purchase order 발주서 when purchasing goods, the list of the items is called

purchase order

57

No. Word Meaning

(Kor.)

Meaning

(Eng.)

54 shipment 선박 an amount of a particular kind of cargo that is sent to

another country on a ship, train, airplane, or other vehicle

55 payment 대금 an amount of money that is paid to someone, or the act of

paying this money

56 in light of~ ~을 고려하여 after considering something

57 excess 초과 a larger amount than is needed, allowed, or considered

usual

58 shipment 배송 an amount of a particular kind of cargo that is sent to

another country on a ship, train, airplane, or other vehicle

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