UnitMarketing實(shí)用教案

1、Reading13Learn Business1BIZ knowledge2Listening & Speaking第1頁(yè)/共51頁(yè)第一頁(yè)，共52頁(yè)。What are your favourite brands of the following products?ReadingWarm up21第2頁(yè)/共51頁(yè)第二頁(yè)，共52頁(yè)。Why do you prefer these to other similar brands of the products? Consider the duct what are the products featuresprice

2、 in comparison with similar brandspromotion where and how is it advertisedplace where can you buy the productReadingWarm up32第3頁(yè)/共51頁(yè)第三頁(yè)，共52頁(yè)。Look at the title of the text, “Are we being manipulated into buying brands?”, and the photo on page 47. What do you think makes people so enthusiastic about

3、the brand?ReadingWarm up43第4頁(yè)/共51頁(yè)第四頁(yè)，共52頁(yè)。manipulate vt. 操縱(cozng)e.g. They know how to manipulate your fear and uncertainty for their own benefit.Synonym: handleAre we being manipulated into buying brands?5ReadingText & Vocabulary第5頁(yè)/共51頁(yè)第五頁(yè)，共52頁(yè)。6premium n. 加付款(f kun)；額外費(fèi)用e.g. Even if custome

4、rs want solutions, most are not willing to pay a premium for them.For that, consumers were prepared to pay a premium.ReadingText & Vocabulary第6頁(yè)/共51頁(yè)第六頁(yè)，共52頁(yè)。Consumers are now bombarded with choices.7ReadingText & Vocabularybombard vt. 向大量提供(tgng)信息e.g. The other option is to bombard users w

5、ith more ads, which might scare them away.第7頁(yè)/共51頁(yè)第七頁(yè)，共52頁(yè)。They are “commercials veterans” experiencing up to 1,500 pitches a day.8commercial n. 商業(yè)廣告e.g. Turn the channel there are too many commercials.ReadingText & Vocabulary第8頁(yè)/共51頁(yè)第八頁(yè)，共52頁(yè)。They are “commercials veterans” experiencing up to 1,

6、500 pitches a day.9veteran n. 經(jīng)驗(yàn)豐富的人e.g. He is a veteran of countless political campaigns.ReadingText & Vocabulary第9頁(yè)/共51頁(yè)第九頁(yè)，共52頁(yè)。Not only will they need to be a stamp of product quality and a promise of a more desirable lifestyle but they will also have to project an image of social responsibi

7、lity.10project vt. 展現(xiàn)(zhnxin)，確立（形象）e.g. He just hasnt been able to project himself as the strong leader.ReadingText & Vocabulary第10頁(yè)/共51頁(yè)第十頁(yè)，共52頁(yè)。Read the text and choose the best sentences to fill the gaps in the text.1Nearly half of all US college students have taken marketing courses and “kn

8、ow the enemy”.2However, brands of the future will have to stand for all of this and more.3A logo was a straightforward guarantee of quality and consistency, or it was a signal that a product was something new.A) _ B) _ C) _111ReadingComprehension312第11頁(yè)/共51頁(yè)第十一頁(yè)，共52頁(yè)。Read paragraph 3 again and decid

9、e whether the following statements about branding in the past are true (T) or false (F). 1 It was relatively easy in the past to create a new brand. 2 Buying a branded product did not cost customers more. 3 The government closely controlled the branding of products. 4 A successful brand could bring

10、enormous benefits to companies. 5 Strong brands stopped other companies from entering the market.TFFTT12ReadingComprehension2第12頁(yè)/共51頁(yè)第十二頁(yè)，共52頁(yè)。Choose the best words to complete the following sentences.1 Companies _ consumers into buying their products through advertising. A influence B manipulate C

11、 aspire2 Younger customers regularly _ from one brand to another. A brand B distract C switch3 Consumers nowadays are _ with advertisements and brand promotion information. A influenced B bombarded C filled4 The market has changed beyond _. A recognition B proportion C competition13ReadingVocabulary

12、1BCBA第13頁(yè)/共51頁(yè)第十三頁(yè)，共52頁(yè)。5 The new perfume range _ to the younger end of the market. A attracts B advertises C appeals6 The global economic situation is _ and major economies must lead the way in tackling problems. A optimistic B grim C unclear7 The company will have a product launch in the Chicago T

13、rade Fair next month to _ their latest products. A offer B develop C showcase8 Understanding how to _ a professional image in the workplace is definitely crucial to a successful career. A project B set C protect14ReadingVocabularyCBCA第14頁(yè)/共51頁(yè)第十四頁(yè)，共52頁(yè)。Complete the passage with the following words.S

14、aying “I do” to the marketersWhen young couples get married in the USA, they receive a gift bag marked “newlywed kit”.In a world of ever increasing 1) _ many companies are happy to use this new way to reach market. Corporate 2) _ say that certain points in life make people especially vulnerable（易受影響

15、(yngxing)的）to sales 3) _. Companies such as P&G have found this to be a very 4) _ way to target extremely profitable consumers such as young couples. US newlyweds spend an average of $70 billion in the first year of marriage. competitionmarketerspitcheseffective15ReadingVocabularycynical competi

16、tion effective pitch customer marketer impress2第15頁(yè)/共51頁(yè)第十五頁(yè)，共52頁(yè)。One study shows that 67 per cent of women wear the same perfume they wore when they got married and a survey conducted by a brides magazine showed that after three years of marriage women were still 5) _ of the same stores they had sh

17、opped in before the wedding. While the gift bags do appeal to a lot of young couples, others are a little less 6) _ . As one rather 7) _ young man said when he found an offer for a new chequebook in his gift bag, “Does this mean that marriage stands for financial worries? This stuff seems better sui

18、ted for a divorce kit!”16ReadingVocabularycustomersimpressedcynical第16頁(yè)/共51頁(yè)第十六頁(yè)，共52頁(yè)。The author suggests people today are more cynical about and less responsive to advertisements. Do you agree? What do you think influences young peoples buying decisions?17ReadingSpeaking第17頁(yè)/共51頁(yè)第十七頁(yè)，共52頁(yè)。18BIZ kno

19、wledgeHave you ever heard “marketing mix” and “four Ps”?Give your comprehension of the four major factors of marketing: product, price, place, promotion.Warm-upMarketing mix第18頁(yè)/共51頁(yè)第十八頁(yè)，共52頁(yè)。Research the marketing campaign of a product / service you know and analyse the four Ps of it. Do you think

20、the campaign is successful or not? Why?19BIZ knowledgeMarketing mix第19頁(yè)/共51頁(yè)第十九頁(yè)，共52頁(yè)。Listen to a brand strategy consultant talking about the importance of brands and complete the answers to the questions.1Why do companies need to create brands?Brand is the _ behind a business, is a companys most va

21、luable _, and the unmistakable _ for a companys products and services.driving forceasset20Listening & SpeakingListening 11symbol第20頁(yè)/共51頁(yè)第二十頁(yè)，共52頁(yè)。2 What are the five most important characteristics of a brand?Be _, not be easily _ with competing brands.Be easy to _; complicated _, too many _and

22、sophisticated _ are out.Be easy to _ in several languages. Fit the _ of the product.Communicate the _ to the target customer.distinctiveconfused21Listening & SpeakingListening 1memoriseimagescoloursnamespronounceimageright emotional appeal第21頁(yè)/共51頁(yè)第二十一頁(yè)，共52頁(yè)。A successful brand appeals to peoples

23、 emotions and desires. Match the following slogans to the types of appeals. And then work in groups to talk about other advertisements that reflect the appeals. 1 Dont leave home without it. (American Express) 2 Think Different. (Apple) 3 It keeps going and going and going. (Energizer) 4 Because Im

24、worth it. (LOral) 5 The great American chocolate. (Hersheys) A patriotismB self-esteemC insecurityD originalityE value for money22Listening & SpeakingListening 12CDEBA第22頁(yè)/共51頁(yè)第二十二頁(yè)，共52頁(yè)。Listen to Amy Masterson from Internet Plus, an advertising agency in the UK, talking about the reasons for gr

25、owth in e-marketing and complete the following sentences.1The online audience is _ and getting _ every year.2Mobile broadband and high-speed access are getting _, making people connected even when they are on the move.3More and more people are opting for quality broadband connections, offering the m

26、arketers a greater choice of _.hugecheaper and cheapermedia23Listening & SpeakingListening 2bigger第23頁(yè)/共51頁(yè)第二十三頁(yè)，共52頁(yè)。4With the popularity of _, people now use the Internet to watch programmes theyve missed, offering advertisers _.5Internet TV offers yet another opening to reach _.6Social media

27、are having _ on the market and attract a huge youth audience.catch-up TVspecific groups of consumersa massive impact24Listening & SpeakingListening 2more exposure第24頁(yè)/共51頁(yè)第二十四頁(yè)，共52頁(yè)。Culture at workCareer skillsDilemma & Decision213Do Business第25頁(yè)/共51頁(yè)第二十五頁(yè)，共52頁(yè)。When considering alternatives

28、it is important to show the degree of difference between them. By using quantifiers, we can show our preferences and argue for them more persuasively.The new design will cost slightly more but look a lot better.This shirt is a bit / slightly tighter than that one.I think this is by far the best alte

29、rnative.Your phone is a lot more / way more expensive than mine.26ReadingCareer skillsConsidering alternatives第26頁(yè)/共51頁(yè)第二十六頁(yè)，共52頁(yè)。Listen to several people from the companies talking about their jobs and complete the following table of quantifiers.27ReadingCareer skills1Considering alternativesMinor

30、differenceMajor differenceslightlya bita little / a fewmuchonlyjustquiteratherreasonablysignificantlywaya lotby far第27頁(yè)/共51頁(yè)第二十七頁(yè)，共52頁(yè)。Which of the following cell phones would you choose to buy? Compare them in terms of price, style, reliability, function etc, using quantifiers you learn from the Ca

31、reer skills box.28ReadingCareer skills2Considering alternativesiPhoneMIHUAWEI第28頁(yè)/共51頁(yè)第二十八頁(yè)，共52頁(yè)。Some cultures believe that all statements should be honest, accurate, unemotional and not open to interpretation. Other cultures prefer to modify s t a t e m e n t s w i t h understatement (eg somewhat,

32、slightly) or exaggeration or even leave the true meaning unsaid.29ReadingCulture at workFactual or vague第29頁(yè)/共51頁(yè)第二十九頁(yè)，共52頁(yè)。30ReadingCulture at workFactual or vagueFactual culturesVague culturesAccuracyPrefer to give precise details: The train was 13 minutes late. Its 10.30.Prefer to give approximat

33、e details:The train was a bit late.Its nearly a quarter past 10.Use of modifiersDont use modifiers:The price is higher.Often use modifiers:The price is a little higher.Stating factsState the facts exactly:We wont make the deadline.Dont always state the facts exactly:We would have a slight problem me

34、eting the deadline.第30頁(yè)/共51頁(yè)第三十頁(yè)，共52頁(yè)。1 What is common in your culture?2 How might this difference cause misunderstandings in multicultural teams?31ReadingCulture at workFactual or vague第31頁(yè)/共51頁(yè)第三十一頁(yè)，共52頁(yè)。ReadingDilemma & DecisionDilemma: A scent of risk32What perfume and cosmetics companies do

35、 you know?Which brands do you prefer? Why?Warm-up第32頁(yè)/共51頁(yè)第三十二頁(yè)，共52頁(yè)。Bellissima is an Italian perfume and cosmetics business. The company has a highly successful range of products in the luxury cosmetics market.It is planning to launch a new fragrance and extensive market research has produced detai

36、led profiles of two potential target markets as described below. Bellissima now has to decide whether to expand its current market base or risk branching out and reaching a new client.Brief33ReadingDilemma & DecisionDilemma: A scent of risk第33頁(yè)/共51頁(yè)第三十三頁(yè)，共52頁(yè)。Profile AHigh-income women aged 25-3

37、0, who spend a high proportion of income on restaurants and theatre. Currently loyal to our cosmetics range but change perfume brands from time to time. They already have a positive image of our brand, so a relatively limited promotional campaign would be enough to create an awareness of the new pro

38、duct. They accept high prices for quality products.Packaging should be simple but elegant, using expensive materials in dark colours. The brand should appeal to a sense of ambition and superiority.Suggested brand names: Sophistication or Cool Elegance.Brief34ReadingDilemma & DecisionDilemma: A s

39、cent of risk第34頁(yè)/共51頁(yè)第三十四頁(yè)，共52頁(yè)。Profile BWomen aged 18-25, who like popular music, clothes, going out and dont mind paying high prices for quality or products that are “in fashion”.Currently dont use our brands; consider them slightly old-fashioned. We would need to spend a lot on promotion to attra

40、ct this target group who are not high earners but spend a high proportion of income on clothes and cosmetics. Packaging should represent a young, carefree lifestyle with a strong and rebellious personality. Regular packaging needs to be updated to keep up with fashion trends.Suggested brand names: R

41、ebel Angel or She Devil.Brief35ReadingDilemma & DecisionDilemma: A scent of risk第35頁(yè)/共51頁(yè)第三十五頁(yè)，共52頁(yè)。Work in groups. Discuss the advantages of each profile and decide which option has more potential for Bellissima.Task 136ReadingDilemma & DecisionDilemma: A scent of risk第36頁(yè)/共51頁(yè)第三十六頁(yè)，共52頁(yè)。No

42、w choose a brand name and plan your brand strategy. Consider the four Ps of the marketing mix.Present your concept and brand strategy to the class.Task 237ReadingDilemma & DecisionTask 3Dilemma: A scent of risk第37頁(yè)/共51頁(yè)第三十七頁(yè)，共52頁(yè)。 Writing guideWrite the minutes for the M a r k e t i n g D i r e

43、c t o r a t Bellissima with a summary of your groups strategy.Write it up38Dilemma & DecisionDilemma: A scent of risk第38頁(yè)/共51頁(yè)第三十八頁(yè)，共52頁(yè)。Rosemary Weinberger is a brand consultant. Listen to her discussing the dilemma and find out which option she would choose.39ReadingDilemma & DecisionDecis

44、ion第39頁(yè)/共51頁(yè)第三十九頁(yè)，共52頁(yè)。At every business meeting someone is assigned to “take the minutes”. This person notes down all the important points made at the meeting and later writes up a clear summary of what was said and decided.It is generally agreed that the minutes should be sent within 24 hours to a

45、ll the participants and anyone else affected by the content. This ensures that people stay focused on the issues raised and keep future action points clear in their minds.Minutes are sent to make sure that things discussed at meetings actually get done.ReadingWriting guideMinutesMinutes40第40頁(yè)/共51頁(yè)第四

46、十頁(yè)，共52頁(yè)。When writing minutes, you should follow the standard format. The following different components should appear on the page:a subject and date of the meetingb list of participantsc summary of the chairpersons introductiond summary of opinions and suggestions exchangede action points decided up

47、on, people assigned to each action and deadlines givenf date and time of next meetingReadingWriting guide41LayoutMinutesMinutes第41頁(yè)/共51頁(yè)第四十一頁(yè)，共52頁(yè)。Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; M

48、r Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Department for meeting the usual output targets while finishing an additional order at the same time. She then announced that: the new order had been renewed for a further ten

49、 months; she was confident that the team would continue to work hard to make the company more competitive in the times of economic instability.ReadingWriting guide42Layouta subject and date of the meetingMinutesMinutes第42頁(yè)/共51頁(yè)第四十二頁(yè)，共52頁(yè)。Minutes of the Monthly Planning Production Meeting,Monday 1st

50、MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Department for meeting the usual output targets while finishing an additional order

51、at the same time. She then announced that: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard to make the company more competitive in the times of economic instability.ReadingWriting guide43Layoutb list of participantsMinutesMinutes第4

52、3頁(yè)/共51頁(yè)第四十三頁(yè)，共52頁(yè)。Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Depa

53、rtment for meeting the usual output targets while finishing an additional order at the same time. She then announced that: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard to make the company more competitive in the times of economi

54、c instability.ReadingWriting guide44Layoutc summary of the chairpersons introductionMinutesMinutes第44頁(yè)/共51頁(yè)第四十四頁(yè)，共52頁(yè)。Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans t

55、o recruit more workers.Ms Hawkins disagreed but expressed concern about potential quality failure. She asked for a detailed report outlining: present working methods; The report will enable her and the Finance Committee to consider the option of investing in more machinery.The following action point

56、s were decided upon: Ms Littleton will contact machine suppliers and draw up a list of the most competitive prices by the end of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide45Layoutd summary of opinions and suggestions exchangedMinutesMinutes第45頁(yè)/共51頁(yè)第四十五頁(yè)，共52頁(yè)。Mr Pal

57、mer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern about potential quality failure. She asked for a detailed

58、report outlining: present working methods; The report will enable her and the Finance Committee to consider the option of investing in more machinery.The following action points were decided upon: Ms Littleton will contact machine suppliers and draw up a list of the most competitive prices by the en

59、d of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide46Layoute action points decided upon, people assigned to each action and deadlines givenMinutesMinutes第46頁(yè)/共51頁(yè)第四十六頁(yè)，共52頁(yè)。Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern about potential quality failure. She asked for a detailed report outlining: present working methods; The report