體驗(yàn)商務(wù)英語第二冊Unit7Marketing知識分享

第一頁，共34頁。QuotationAkioMorita(1921–1999)Co-founderofSony“Communicationisthemostimportantformofmarketing.”第二頁，共34頁。A‘ThefourPs’formthebasisofthemarketingmix.Ifyouwanttomarketaproductsuccessfully,youneedtogetthismixright.Matchthe‘Ps’1to4tothedefinitionsa)tob)1Product2Price3Promotion4Placea)thecosttothebuyerofgoodsorservicesb)informingcustomersaboutproductsandpersuadingthemtobuythemc)wheregoodsorservicesareavailabled)goodsorservicesthataresold第三頁，共34頁。BListentofourconsumerstalkingaboutdifferentproducts.DecidewhichofthefourPseachspeakerisdiscussing:product,price,promotionorplace.Speaker1:Speaker2:Speaker3:Speaker4:PlacePromotionPriceProductCWhatinfluencesyoumostwhenyouaredoingshopping?Why?ProductPricePromotionPlace第四頁，共34頁。DTellyourpartneraboutamarketingsloganthatimpressedyou.第五頁，共34頁。AForeachgroupofwords1to5:Fillinthemissingvowels.Matchthewordstothedefinitionsa)toc).1marketa)Thepercentageofsalesacompanyhasb)Informationaboutwhatcustomerswantandneedc)Agroupofcustomersofsimilarage,incomelevelandsocialgroup2consumera)descriptionofatypicalcustomerb)whereandhowpeoplebuythingsc)thingspeoplebuyfortheirownuse3producta)Introductionofaproducttothemarketb)Lengthoftimepeoplecontinuetobuyaproductc)SetofproductsmadebyacompanyresearchsegmentsharebehaviorprofilegoodslaunchLifecyclerange第六頁，共34頁。4salesa)Howmuchacompanywantstosellinaperiodb)Howmuchacompanythinksitwillsellinaperiodc)Howmuchacompanyhassoldinaperiod5advertisinga)Abusinesswhichadvisescompaniesonadvertisingandmakesadsb)Anamountofmoneyavailableforadvertisingduringaparticularperiodc)Aprogramofadvertisingactivitiesoveraperiod,withparticularaimsforecastfigurestargetcampaignbudgetagency第七頁，共34頁。BChooseawell-knownproductforeachoftheseproductcategories.CarsNewspaper&magazineWatches&jewelryClothing第八頁，共34頁。AListentothefirstpartoftheinterviewandcompletethechart.SuccessfulmarketingGoodcreative____________GoodmarketingcommunicationsCustomerorientationReachingtheright_______________Clearmarketing______________Workingwellwith_______________Whatcustomers____________theywantitAttheright_______Inawaythat’s_________Producing:campaignpeoplemessagesalesteamneedwhenpriceprofitable第九頁，共34頁。BListentothesecondpartoftheinterviewandanswerthefollowingquestions.1WhichcampaignwasmostmemorableforMirjana?2Whydidshefinditmemorable?3Whatwasthefantasticstrapline(slogan)?4Whatotherstraplinesdoyouknow?OrangemobilephonesShethinksmobilecommunicationsareinterestingandthatitwasagreatcampaignwithafantasticslogan.‘Thefuture’sbright,thefuture’sorange.’第十頁，共34頁。CListentothelastpartoftheinterviewandanswerthefollowingquestions.1Whattypeofcompanywasinvolved?2Whatwasthepromise?3Whydiditappearsuccessfulatfirst?4Whydidtheyendthecampaign?Anelectricalgoodsmanufacturer.Theypromisedcustomersfreeflightswithpurchasesofcertainvalue.Becausesaleswentupatfirst.Theycouldn’tkeepupwiththedemandandhadoverspentonprizes.Thecampaignwasbadly________,badly__________anditresultedinalotofnegative__________forthecompany.DplannedbudgetedpublicityCompletethisextractfromtheinterview.第十一頁，共34頁。ABeforeyoureadthearticle,answerthesequestions.1WhichofthefollowingcompaniesdoyouassociatewithItaly?第十二頁，共34頁。2WhatqualitiesdoyouassociatewithItalianproducts?第十三頁，共34頁。FerrariS.p.A.isanItaliansportscarmanufacturerbasedinMaranelloandModena,Italy.FoundedbyEnzoFerrariin1929,thecompanymanufacturedracecarsbeforemovingintoproductionofstreetlegalvehiclesin1947asFerrariS.p.A..Ferrari'scarsareamongthemostdesirableofvehiclestoownanddrive,andareoneofthesymbolsofwealthintheworld.Throughoutitshistory,thecompanyhasbeennotedforitscontinuedparticipationinracing,especiallyinFormulaOne,whereithaslargelyenjoyedgreatsuccess,especiallyduringthe1950s,1960s,1970s,late1990s,and2000s.Finally,afteryearsoffinancialstruggles,EnzoFerrarisoldthecompany'ssportscardivisiontotheFiatgroupin1969.EnzoFerrarihimselfretainedcontroloftheracingdivisionuntilhisdeathin1988attheageof90.FerrarialsohasaninternallymanagedawiderangeofproductsbearingtheFerraribrand,includingeyewear,pens,pencils,perfume,clothing,high-techbicycles,cellphones,andevenlaptopcomputers.第十四頁，共34頁。BScanthearticleandanswerthesequestions.1Whicharethebiggestmarkets/countriesfortheseproducts?Ferrarisc)leathergoodsRolexwatchesd)Hennessycognac2Whatdothesenumbersinthearticlereferto?a)1993b)220c)1997d)2.7theyearthatFerraricreateditsMarketingDepartment.thenumberofFerrarissoldinSwitzerlandtheyearwhen220FerrarisweresoldinSwitzerland.thepercentageofFerrarissoldtowomen第十五頁，共34頁。CReadthearticlemorecarefullyandanswerthefollowingquestions.1WhatwasunusualaboutFerrari’smarketinguntil1993Itdidn’thaveamarketingdepartment–peopleseeingFerrarisinthestreetwasenough.2Whattwothingsdoestheauthorrecommendthatcompaniesshoulddo?-Producegoodsofthehighestquality,becausepeoplearebuyinggoodsonthebasisofdesireratherthanneed.Giveyourbrandemotionalqualitiesthatmatchcustomers’desires,thuscreatingandsellingdreams.第十六頁，共34頁。DGroupdiscussionWhatqualitiesdoyouassociatewithcarsfromthefollowingmanufacturers?第十七頁，共34頁。‘Customersarenowspendingmoremoneyonproductstheydesireratherthanonproductstheysimplyneed.’Whatdoyouthinkisthedifferencebetweenaneedandadesire?Givesomeexamples.第十八頁，共34頁。TherearemanytypesofquestionsinEnglish.Theeasiestarequestionsthatcanbeanswered"yes"or"no."A:Areyoufromaroundhere?

B:Yes,Iam.A:CanIbuyyouadrink?

B:No,thanks.A:Doyoucomehereoften?

B:Yes,Ido.A:Areyoumarried?

B:Yes,Iam.Toformaquestionfromastatement,firstcountthenumberofverbs.Johnisadoctor.Oneverb:is(be)Janedrivesasportscar.Oneverb:drivesJoanplayedbasketballlastnight.Oneverb:playedJaniseatingherdinnernow.Twoverbs:iseatingJunehasrentedacar.Twoverbs:hasrentedShehasbeenlivingheresince2003.Threeverbs:hasbeenliving第十九頁，共34頁。Ifthereisoneverbinthestatementandtheverbisaformofbe,simplyswitchthepositionsofthesubjectandverb.Statement

Johnisadoctor.TheJohnsonsarehere.Question

IsJohnadoctor?AretheJohnsonshere?Iftherearetwoorthreeverbs,simplyswitchthepositionsofthesubjectandfirstverb.Statement

Janiseatingherdinner.Junehasrentedanewapartment.Shehasbeenlivingheresince2003.QuestionIsJaneatingherdinner?HasJunerentedanewapartment?Hasshebeenlivingheresince2003?第二十頁，共34頁。Ifthereisoneverb,andtheverbisnotaformofbe,1.AddDotothebeginningofthesentence.TheJohnsonsliveinthathouse.DotheJohnsonsliveinthathouse?2.Ifthemainverb"carries"athirdpersonsingulars,movethestoDo,makingitDoes.Janedrivesacar.DoesJanedriveacar?3.

Ifthemainverb"carries"pasttense,movethepasttensetoDo,makingitDid.

Joanplayedbasketballlastnight.DidJoanplaybasketballlastnight?第二十一頁，共34頁。Wh-Questionsallowaspeakertofindoutmoreinformationabouttopics.Theyareasfollows:When?Where?Who?Why?How?What?Which(one)?Whose?Whom?Howmuch?Howmany?Howlong?Howoften?Howfar?Whatkind(of)?TimePlacePersonReasonMannerObject/Idea/ActionChoiceofalternativesPossessionPerson(objectiveformal)Price,amount(non-count)Quantity(count)DurationFrequencyDistanceDescription第二十二頁，共34頁。ACorrectthegrammaticalmistakesinthesesentences.1Whatmeansmarketniche?

Whatdoesmarketnichemean?2Howmuchitcost?3Whyyoudon’tsellit?4Whenitmustbefinished?5Didyouwenttothefairlastweek?6Iscomingyourbosstomorrow?Howmuchdoesitcost?Whydon’tyousellit?Whenmustitbefinished?Didyougotothefairlastweek?Isyourbosscomingtomorrow?第二十三頁，共34頁。BWritethewordsinthequestionsinthecorrectorder.1Whichgroupdoyoubelongto?2Howoldareyou?3Whichwinesdoyouprefer?4Howoftendoyoudrinkwine?5Howmuchdoyouusuallyspendonabottleofwine?6Doyouhaveapersonalwinecellarathome?7Howmanybottlesofwinehaveyouselectedduringthelastyear?8Whichwinegrowingareasdoyouknow?9Doyoutakevariousgrowingareasintoaccountwhenselectingwine?10Whichtastedoyouprefer?DearMr.Paz-AndradeWeareconductingaconsumersurveyoninternationalwines.Weplacegreatvalueonyourpersonalopinionand,therefore,requestyoursupport.QUESTION第二十四頁，共34頁。Theydotheirhomeworkatnight.(when)Mr.Robertsoncametothepartyalone.(who)Thecarisacrossthestreetfromthehouse.(where)Iliketheredblouse,nottheblueone.(which)

Shefeltbetteraftershetookanap.(how)Mysistercalledherboyfriendyesterday(when)Shetalkedtohimforanhour.(howlong)Hestudiespianoattheuniversity.(what)Thepartylastedallnight.(howlong)Shewaseatingasandwich.(what)Sheisworkinghard.(how)Myparentshavetwocars.(howmany)Themanwiththewhitehatismybrother.(who)Idon’tgetupearlybecauseIliketosleeplate.(why)WehaveanEnglishclasseveryday.(howoften)Theyliketodanceonweekends.(what)Theclubisnotfarfromtheirhouse.(where)TheirfavoritekindofmusicisLatinJazz.(what)Ididn’tbringmydictionarytoday.(why)Theyaresingingpopularsongs.(whatkind)Workinpairs.Makethefollowingstatementsintoquestionswiththegivenquestionwords.第二十五頁，共34頁。AListentofourpeoplegivingtheirtelephonenumbers.Tickthecorrectnumbers.1.2442522.8819903.020804519304.003323990324√√BWorkinpairsanddictatetelephonenumberstoeachother.CWorkinpairs.SaythealphabetinEnglish.Checkeachother’spronunciation.Thenlistentotherecordingofthealphabet.第二十六頁，共34頁。EListentothefirstpartoftheconversationandanswerthequestions.1Didtheymeettheirsalestarget?2Howhastheirmarketsharechanged?3Whatweretheirtotalsales?4Howmuchdidtheyspendonshampooadvertising?Yes,theydid.Theirmarketsharehasincreasedby2%.Theirtotalsaleswereover?1.2million.Theyspent?30,000onshampooadvertising.第二十七頁，共34頁。FListentothesecondpartoftheconversationandcompletethechart.1Customer’sname2Nationality3Telephonenumber4MeetingdayanddateYoungJooChanKorean82207358879Friday,18th第二十八頁，共34頁。GListentotheconversationagainandtickthephrasesyouhaveheard.CheckinginformationSorry,didyousay…?Sorry,Ididn’tcatchthat.Couldyourepeatthat,please?Letmereadthatbacktoyou.AskingforinformationCouldyougivemeafewdetails?Whataboutthenewrange?Didshesaywhenshe’dliketomeet?FinishingaconversationOK,that’sit.Thanksverymuch.Thatwasveryhelpful.Imustgonow.Ithinkthat’severything.Usefullanguage√√√√√√第二十九頁，共34頁。BackgroundCompanyNationalityProductSourceofproductSpecialfeaturesTargetcustomersHamiltonFoodandDrinkProductsUSAKristalwaterAspringdeepundertherocksinAlaska-thepurestwaterintheworldwithfewminerals-nothingisaddedtochangei