新境界職業(yè)英語綜合教程2精華版 unit 1課件

新境界職業(yè)英語綜合教程2精華版unit1ApproachingWorkplaceWorkplaceCommunicationMiniTextTextGrammarReviewAppliedWritingSyndicateActivities新境界職業(yè)英語綜合教程2精華版unit1Task1Workinpairs.Talkaboutwhatthefollowingproductsare.ApproachingWorkplaceBackelectricunicyclebicyclelamptoastermotorcyclecar新境界職業(yè)英語綜合教程2精華版unit1Nowdiscussthequestionsbelowandthenreporttoyourclass.1.Whataretheaboveproductsusedfor?Task2Electricunicycleisthesmallest,greenest,mostconvenient“PeopleMover”.Itiscompactandfuntoride.Abicyclelampisforlightingtheroadway,anditisveryhelpfultotheriderwhoridesatnight.Atoasterisdesignedtotoastdifferenttypesofdeliciousbread.Amotorcyclecarisakindoffashionablecartoride.Back新境界職業(yè)英語綜合教程2精華版unit12.Whatpricecanyouguess?Doyouthinkit’sreasonableortoohighforyou?3.Wherecanyoubuytheseproducts?Task2Electricunicycle:about￥3000Bicyclelamp:about￥100Toaster(多士烤機(jī)):

about￥500Motorcyclecar:from￥80,000BackElectricunicycle:sportsshops,motorcycleshopsBicyclelamp:bicycleshops,sportsshopsToaster:supermarkets,houseawareshops,electricapplianceshopsMotorcyclecar:motorcycleshops新境界職業(yè)英語綜合教程2精華版unit14.Whatdoesthepictureinthecentertellus?5.Howdoesamanufacturercommunicateanewproducttoconsumers?Task2Ifthepriceofaproductistoohigh,therearefewerpeopletobuyit.Ifthepriceistoolow,therearetoomanypeopletobuyit.BackTheyinformconsumersbyadvertising.新境界職業(yè)英語綜合教程2精華版unit1WorkplaceCommunicationBack新境界職業(yè)英語綜合教程2精華版unit1Youwillhearfivestatements.Listentothemcarefullyandmatcheachstatementwiththecorrespondingpicture.Statements12345PicturesedcbaBack新境界職業(yè)英語綜合教程2精華版unit1Listentothestatementsagainanddecidewhetherthesesentencesare“Right”or“Wrong”.Ifthereisnotenoughinformationtochoose“Right”or“Wrong”,choose“Notmentioned”.1.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.a.Right.b.Wrong.c.Notmentioned.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.a.Right.b.Wrong.c.Notmentioned.Back新境界職業(yè)英語綜合教程2精華版unit13.Siemensrunsapromotiononitswashingmachineoffering￡30cashback.a.Right.b.Wrong.c.Notmentioned.4.Adidassellsitssportswearproductsinspecialistshops.a.Right.b.Wrong.c.Notmentioned.5.Coca-Colalaunchesalotofnewproductstoboostitssales.a.Right.b.Wrong.c.Notmentioned.ScriptsBack新境界職業(yè)英語綜合教程2精華版unit1UsetheRightWordHerearetwogroupsofwordsfrequentlyusedinmarketing.Ineachgroup,deleteonewordwhichdoesnotgowiththeoneinthecircle.apromotionmakehavethebossputaproductpricesellmarketadvertiseBackpromotejoin新境界職業(yè)英語綜合教程2精華版unit11.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.3.Siemensrunsapromotiononitswashingmachineoffering￡30cashback.4.Nikesellsitssportswearproductsinspecialistshops.5.Pepsilaunchesalotofadvertisingcampaignstoboostitssales.ScriptsBackWorkplaceCommunication新境界職業(yè)英語綜合教程2精華版unit1ListeningInSituation:JaneandPeterarestaffintheMarketingDepartmentofasportsdrinkscompany.Theyaretalkingaboutmarketingstrategiesforanewproduct.Listentothemodeldialogueandfillintheblankswithwhatyouhear.Back新境界職業(yè)英語綜合教程2精華版unit1ModelDialogueJane:Peter,whoarethe___________________ofournewproducts?Peter:Em…Ithinkathletesandthosewhoregularlydosportsareour____________________.Jane:That’sright.So,what_________________canweusetolaunchthenewproducts?Peter:Goodquestion!I’mconsideringmaking___________________,sponsoringsomesportseventsandoffering________________insomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!ListeningInpotentialcustomerstargetcustomersmarketingtoolssomeTVcommercialsBacksomefreesamples新境界職業(yè)英語綜合教程2精華版unit1Listentothemodeldialogueagainandcheckyouranswers.Thenpracticethedialogueandtrytorole-playitwithyourpartner.Whenyourole-playit,youareexpectedtousetheMindMapbelow,butdoNOTlookatthemodeldialogue.SpeakingOutScriptsBack新境界職業(yè)英語綜合教程2精華版unit1Back新境界職業(yè)英語綜合教程2精華版unit1Jane:Peter,whoarethepotentialcustomersofournewproducts?Peter:Em…Ithinkathletesandthosewhoregularlydosportsareourtargetcustomers.Jane:That’sright.So,whatmarketingtoolscanweusetolaunchthenewproducts?Peter:Goodquestion!I’mconsideringmakingsomeTVcommercials,sponsoringsomesportseventsandofferingsomefreesamplesinsomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!ScriptsBack新境界職業(yè)英語綜合教程2精華版unit1ListentothedialogueandfillinthemissinginformationonthefollowingMindMap.Situation:AnnaandBillarefromtheMarketingDepartmentinMideaCompany.Theyaretalkingaboutthepromotionoftheirnewair-conditioners.ListeningInBack新境界職業(yè)英語綜合教程2精華版unit1in-storepromotionsLaborDayfeaturesoftheproductpricesTVcommercialsBack新境界職業(yè)英語綜合教程2精華版unit1Listentothedialogueagainandcheckyouranswers.Thenrole-playitwithyourpartnerbyusingtheaboveMindMap.SpeakingOutBackScripts新境界職業(yè)英語綜合教程2精華版unit1Anna:Hi,Bill!Asforournewair-conditioners,whatshouldweputinthecatalogue?Bill:Letmesee…thepicturesandfeaturesoftheproduct,ofcourse.Andwarrantyandpricesarealsonecessary.Anna:Ok.Well,whatdoweneedtodoforthispromotion?Bill:Em…Forthispromotion,IthinkTVcommercialsandin-storepromotionswillhelp.Anna:Yeah,Iagreewithyou.So,whendoyouthinkisthebesttimeforourpromotion?Bill:IthinkLaborDayandNationalDayareagoodtime.Anna:Soundsgood.ScriptsBack新境界職業(yè)英語綜合教程2精華版unit1Task1ReadthefollowingMiniTextandfindthewordorexpressionthatmatchesthecontextmeaninggiven.a)_____________:aplaceorapositionofsomething b)_____________:only,just c)_____________:abletobeobtained,taken,orusedd)_____________:done,occurring,ormadeonlyonce e)_____________:tomakeareservationf)_____________:toliftsomethingfromalowertoahigherpositionlocationexclusivelyavailableone-offbook raiseMiniTextBack新境界職業(yè)英語綜合教程2精華版unit1BackNoteWordTipsIt’sthetimeofyearwhenweraiseaglasstoourfamilyandtoourfriends.Toourpastsandtoourfutures.It’sthetimeofyearwhenweraiseaglasstoourdreamsandtoourhopes.Inshort,it’sthetimeofyearwhenthere’salotofpressureonaglass.BackgroundInformation新境界職業(yè)英語綜合教程2精華版unit1Back新境界職業(yè)英語綜合教程2精華版unit1raisev.舉起 availableadj.能得到的locationn.位置 one-offadj.一次性的bookv.預(yù)訂 exclusivelyadv.僅僅BackWordTipsCrate&Barrel:a170+storechainofAmericanretailstores,basedinNorthbrook,Illinois,specializinginhousewares,furnitureandhomeaccessories擁有170多家分店的美國零售連鎖店，專營家居用品Note新境界職業(yè)英語綜合教程2精華版unit1TranslationofMiniText一年中有這樣一個時刻：在這個時刻,我們向家人和朋友們舉杯；我們向過去與未來舉杯；我們向夢想與希望舉杯?？傊覀儼阉械闹赝卸技挠柽@只杯。Back新境界職業(yè)英語綜合教程2精華版unit1Back梅賽德斯.奔馳汽車目前已開通以下地區(qū)的租賃服務(wù)日租價：●從尼斯出發(fā)9英鎊/天●從西班牙馬拉加出發(fā)12英鎊/天

●從巴塞羅那出發(fā)12英鎊/天●從倫敦塔橋出發(fā)14英鎊/天●從格拉斯高出發(fā)9英鎊/天另加一次性5英鎊的準(zhǔn)備費(fèi)即將開通更多的租車點(diǎn)！現(xiàn)在就上網(wǎng)預(yù)訂吧！easyRentacar.com新境界職業(yè)英語綜合教程2精華版unit11.Crate&Barrel(foundedin1962)isa170+storechainofAmericanretailstores,basedinNorthbrook,Illinois,specializinginhousewares,furniture(indoorandout),andhomeaccessories.ItscorporatenameisEuromarketDesigns,Inc.anditismajority-ownedbyOttoGmbH.Crate&Barrelhastwosisterstores.CB2isahomefurnishingsdivisiongearedtowardyoungadultscreatedin2000.TheLandofNodsellshomefurnishingsandgiftsforchildren.Formoreinformation,Tcanloginthewebsite:.BackgroundInformation(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1Back2.easyC,thelowcost,onlinecarhirespecialist,isoneoftheleadinginternationalcarrentalbrokerswithaworldwidenetworkofmorethan3,500carhirelocationsinover60countries.easyCaroffersawiderangeofvehiclesforyourcarhirefromsuper-miniandcompactcarstoMPV’sandluxurycarsatgreatvalueformoney.Formoreinformation,Tcanloginthewebsite:.BackgroundInformation(Tobecontinued)新境界職業(yè)英語綜合教程2精華版unit13.Nice(尼斯)isacityinFrance;

Malaga(馬拉加)isacityinSpain;

Barcelona(巴塞羅那)isacityinSpain;

LondonBridge(倫敦橋)isabridgeovertheRiverThames,connectingtheCityofLondonandSouthwark,incentralLondon;

Glasgo(格拉斯哥)isacityinGreatBritain.BackgroundInformationBack(Theend)新境界職業(yè)英語綜合教程2精華版unit1WorkwithyourpartnerandanswerthefollowingquestionsaccordingtotheMiniText.Task2PairWork1.Whatdoesthefirstpictureadvertise?2.Whoisthemanufactureroftheproductinthefirstadvertisement?Itadvertisesglasses.Crate&Barrel.Back新境界職業(yè)英語綜合教程2精華版unit1PairWork3.Whatisthesecondadvertisementfor?4.HowmuchdoesitcosttorentacarperdayfromLondonBridgeaccordingtothesecondadvertisement?5.Howcancustomersbooktheserviceinthesecondadvertisement?Itisforrentingcars.Itcosts￡19.Customerscanbookitthroughthewebsite:easyR.Back新境界職業(yè)英語綜合教程2精華版unit1ReadingTextReadytoGo!ComprehensionTask1Task2TranslationTask1Task2VocabularyTask1Task2TextBack新境界職業(yè)英語綜合教程2精華版unit1Readytogo!MarketingandMarketingMixI.DefinitionofMarketing:Puttingtherightproductintheright______,attheright_______,attheright______.①II.MarketingMix:SkimtheTextforthekeypointsandfillintheoutlinewithnecessaryinformation.ReadingTextBack4PsProduct__________________________________________②placepricetimePricePlacePromotion新境界職業(yè)英語綜合教程2精華版unit1Readytogo!ProcessesPhysicallayoutReadingTextBack4PsPeople____________________________③III.OtherMarketingMixModels:7Ps+Customer__________________________________________④4CsCommunicationCostConvenience新境界職業(yè)英語綜合教程2精華版unit1

MarketingandMarketingMixWhatismarketing?Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis:

Puttingtherightproductintherightplace,attherightprice,attherighttime.It’ssimple!Youjustneedtocreateaproductthataparticularlygroupofpeoplewant,putitonsalesomeplacethatthosesamepeoplevisitregularly,andpriceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit;anddoallthatatatimetheywanttobuy.Thenyou’vegotitmade!1212Back新境界職業(yè)英語綜合教程2精華版unit1

There’salotoftruthinthisidea.Butifyougetjustoneelementwrong,itcanspelldisaster.

Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;orpublishingatextbookafterthestartofthenewschoolyear,orsellinganitematapricethat’stoohighortoolowtoattractthepeopleyou’retargeting.Themarketingmixisagoodplacetostartwhenyouarethinkingthroughyourplansforaproductorservice,andithelpsyouavoidthesekindsofmistakes.Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.The4Psare:?Product(orService)?Price?Place?Promotion3434Back56新境界職業(yè)英語綜合教程2精華版unit1

Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Herearesomequestionsthatwillhelpyouunderstandanddefineeachofthefourelements:Product?Whatdoesthecustomerwantfromtheproductorservice?Whatneedsdoesitsatisfy??Whatfeaturesdoesithavetomeettheseneeds??Howandwherewillthecustomeruseit?Price?Whatisthevalueoftheproductorservicetothebuyer??Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit??Howwillyourpricecomparewithyourcompetitors’?5Back78新境界職業(yè)英語綜合教程2精華版unit1

Place?Wheredobuyerslookforyourproductorservice??Iftheylookinastore,whatkind?Inaspecialiststoreorinasupermarket,orboth??Howcanyouaccesstherightdistributionchannels?Promotion?Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket??Willyoureachyouraudiencebyadvertisinginthepress,oronTV,orradio,oronbillboards?Byusingdirectmarketingmailshots?Throughpublicrelations?OntheInternet?Back9新境界職業(yè)英語綜合教程2精華版unit1

The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.AmongsttheothermarketingmixmodelsthathavebeendevelopedovertheyearsisBoomandBitner’s7Ps(sometimescalledtheextendedmarketingmix,whichincludethefirst4Ps,pluspeople,processesandphysicallayout)andRobertLauterborn’s4Cs(Customer,Cost,ConvenienceandCommunication).Back610新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints1.(Para.1)Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis…Paraphrase:Whenmanymarketersbegintoworkintheindustryofmarketing,theyunderstandthedefinitionofmarketingis…marketer:someonewhosejobinvolvesencouragingpeopletobuyaparticularcompany’sproducts,bydecidingtheprice,typeofcustomer,andadvertisingpolicy市場營銷人員；營銷商e.g.Mikeisaglobalmanufacturerandmarketerofdifferentiatedchemicals.邁克是精細(xì)化學(xué)品的全球制造商及營銷商。Back(Tobecontinued)新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“thatmanymarketers…theindustry”isanattributiveclause,modifyingtheantecedent“definition”.e.g.TheshirtthatPeterboughtyesterdayafternoonisveryexpensive.皮特昨天買的那件襯衫很貴。Translation:許多市場營銷人員剛進(jìn)入該行業(yè)熟知的定義就是…Back(Theend)新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints2.(Para.2)…priceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit…Paraphrase:(youneedto)setthepriceofaproductatalevelwherethecustomersfeeltheproductisgoodforvalue.price:v.todeterminethepriceofsth.定價，標(biāo)價e.g.Theassistantpricedthegarmentsbeforeputtingthemondisplay.營業(yè)員先給服裝標(biāo)好價格再擺出來賣。(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“whichmatchesthevalue”isanattributiveclause,modifyingtheantecedent“l(fā)evel”;and“theyfeeltheygetoutofit”isalsoanattributiveclause,modifyingtheantecedent“value”.Translation:…把這個產(chǎn)品價格定位在消費(fèi)者認(rèn)為他們能夠從中獲得相匹配的價值水平…(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints3.(Para.3)Butifyougetjustoneelementwrong,itcanspelldisaster.Paraphrase:Butifyoumakeamistakeforanyofthefourelementsofthe4Ps,itcanbringaboutdisaster.spell:toexpectesp.disaster,dangerortrouble帶來（尤指災(zāi)難，危險等）e.g.Ifyourprospectcustomersloseinterestinyournewproduct,itmayspelldisastertoyourfirm.如果你的潛在客戶對你新產(chǎn)品失去了興趣，那么這可能會給你的企業(yè)帶來災(zāi)難。(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“ifyou…wrong”isanadverbialclauseofcondition.e.g.Ifitisfinetomorrow,we’llgotohaveapicnic.如果明天天氣好，我們會去野炊。Translation:然而，即使你只是把其中一個因素弄錯了，那也會帶來災(zāi)難。(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints4.(Para.3)Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;Paraphrase:Youwouldbeputinanawkwardsituationinwhichyoupromoteafuel-savingcarinacountrywherefuelisverycheap.beleftdoingsth.:beputinabadsituationofdoingsth.陷入做某事的尷尬境地fuel-economy:fuel-saving節(jié)省燃料(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“wherefuelisverycheap”isanattributiveclause,modifying“country”.e.g.ThisisthecinemawhereImethimforthefirsttime.這就是我初次遇見他的電影院。Translation:你可能被置于這樣的境地：在一個燃料很便宜的國家推銷一種能驚人地節(jié)約燃料的汽車；(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints5.(Para.3)…orsellinganitematapricethat’stoohighortoolowtoattractthepeopleyou’retargeting.Paraphrase:…orsellingaproductatatoohighortoolowpricesothatitcannotattractyourtargetcustomers.target:totrytohaveaneffectonaparticulargroupofpeopleoraparticulararea把…作為目標(biāo)e.g.Theircampaignsspecificallytargetyoungpeople.他們的競選活動主要針對年輕人。(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“too…to…”isacommonusageofinfinitive“to”.Itsoften-usedconstructionis“too+adj./adv.+todo”.e.g.Lisawastootiredtoconcentrateonthistask.麗莎太疲憊了以至于沒法集中精力來做這項(xiàng)工作。Translation:…或者是以一種過高或過低的價格銷售產(chǎn)品，以至于無法吸引目標(biāo)顧客。(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints6.(Para.4)Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.Paraphrase:Themarketingmixandthe4Psofmarketingareoftenconsideredtobethesamething.synonym:awordwiththesamemeaningasanotherwordinthesamelanguage同義詞，近義詞e.g.Don’tmixupthispairofsynonyms.別把這組近義詞混淆了。Translation:市場營銷組合和4Ps常常被看作是同義詞。(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints7.(Para.5)Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Paraphrase:Agoodmethodtounderstandthe4Psisbyaskingquestionsthathelpexplainthemarketingmix.define:todescribeclearlyandexactlywhatsomethingis準(zhǔn)確描述；給…下定義e.g.Definingtheword“l(fā)ove”canbeverydifficult.很難給“愛情”一詞下定義。(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“thatyouneedtoasktodefineyourmarketingmix”isanattributiveclause,modifyingtheantecedent“questions”.Translation:理解4P的一種好方法就是通過提問來定義市場營銷組合。(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints8.(Para.5)Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit?Paraphrase:Whatistherightpriceofyourproductatwhichthebuyercanafforditandatthesametimeyourcompanycangetproperprofitfromsellingit?afford:tohaveenoughmoneytobuyorpayforsomething買得起,付得起e.g.Theapartmentistooexpensiveformetoaffordit.公寓太貴，我負(fù)擔(dān)不起。(Tobecontinued)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“wherethebuyer…sellingit”isanattributiveclause,with“where”functioningasarelativeadverb.Theclausemodifiestheantecedent“thepricepoint”.e.g.ThisistheplacewhereIwasborntwentyyearsago.這正是二十年前我出生的地方。Translation:什么是產(chǎn)品價格的平衡點(diǎn)，既讓顧客買得起又讓你的公司能從銷售中獲利？(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints9.(Para.5)Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?Paraphrase:Bywhatmeansandatwhattimecanyousendyourmarketingmessagestoyourtargetmarket?getsth.across(tosb.):tomakepeopleunderstandsomething使理解，使明白；表達(dá)e.g.HesometimeshastroublegettinghismeaningacrossinEnglish.他有時難以用英語表達(dá)自己的意思。Translation:你將在何時以何種渠道把你的市場營銷信息傳遞到你的目標(biāo)市場？(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1LanguagePoints10.(Para.6)The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.Paraphrase:Overtheyears,manymarketingmixmodelshavebeendevelopedandthe4Psmodelisjustoneofthem.StructureAnalysis:“that…theyears”isanattributiveclauseanditmodifiestheantecedent“l(fā)ists”.e.g.Rockisoneofthemarketersthathavebeenverysuccessfuloverthepastyear.在過去的一年里，Rock是公司非常成功的市場營銷人員之一。Translation:4P模式是在這些年發(fā)展起來的眾多市場營銷組合理論中的一種。(Theend)Back新境界職業(yè)英語綜合教程2精華版unit1TranslationofText市場營銷與市場營銷組合Para.1什么是市場營銷？許多市場營銷人員剛進(jìn)入該行業(yè)熟知的定義就是：在適當(dāng)?shù)臅r間，以適當(dāng)?shù)膬r格，經(jīng)適當(dāng)?shù)那?，銷售適當(dāng)?shù)漠a(chǎn)品。

Para.2這很簡單！你只需要創(chuàng)造出某一特定人群所需要的產(chǎn)品，把該產(chǎn)品放在這些人經(jīng)常光顧的某個地方銷售，并把這個產(chǎn)品價格定位在消費(fèi)者認(rèn)為他們能夠從中獲得相匹配的價值水平，并且在他們想購買該產(chǎn)品時做好這一切。于是你就完成該產(chǎn)品的市場營銷了！Back新境界職業(yè)英語綜合教程2精華版unit1TranslationofTextPara.3這種想法有些道理。然而，即使你只是把其中的一個因素弄錯了，那也會帶來災(zāi)難。你可能被置于這樣的一種境地：在一個燃料很便宜的國家推銷一種能驚人地節(jié)約燃料的汽車，或者在新學(xué)期開始后才出版教科書，亦或以一種過高或過低的價格銷售產(chǎn)品以至于無法吸引目標(biāo)顧客。

Para.4當(dāng)你思考生產(chǎn)產(chǎn)品或提供服務(wù)的計(jì)劃時，市場營銷組合是一個很好的出發(fā)點(diǎn)，它可以幫助你避免這些錯誤。市場營銷組合和4P常常被看作是彼此的同義詞。4P指的是：●產(chǎn)品（或服務(wù)）●價格●渠道

●促銷Back新境界職業(yè)英語綜合教程2精華版unit1TranslationofTextPara.5理解4P的一種好方法就是通過提問來定義市場營銷組合。下面的一系列問題可以幫助你理解和定義營銷組合的四個要素：產(chǎn)品●顧客想要從產(chǎn)品或服務(wù)中獲得什么？該產(chǎn)品或服務(wù)能滿足什么需求？●該產(chǎn)品或服務(wù)需要具備哪些特征以滿足這些需求？●顧客將如何使用，在什么地方使用該產(chǎn)品？價格●產(chǎn)品或服務(wù)對顧客的價值是什么？●什么是產(chǎn)品價格的平衡點(diǎn)，既讓顧客買得起又讓你的公司從銷售該產(chǎn)品中獲利？●你的產(chǎn)品定價如何與同行競爭？Back新境界職業(yè)英語綜合教程2精華版unit1TranslationofText渠道●顧客會在什么地方尋找你的產(chǎn)品或服務(wù)？●

如果他們在商店尋找，那會是在何種類型的商店？是在專賣店還是在超市，還是兩者都有可能？●你將如何進(jìn)入這些產(chǎn)品分銷渠道？促銷●你將在何時以何種渠道把你的市場營銷信息傳遞到你的目標(biāo)市場？●你會以何種方式將產(chǎn)品廣告?zhèn)鬟f給你的受眾：通過報紙，電視還是廣播，或者是廣告牌？或者是通過直接的市場郵寄廣告？或者是通過公共關(guān)系？還是通過網(wǎng)絡(luò)？

Back新境界職業(yè)英語綜合教程2精華版unit1TranslationofTextPara.64P模式是在這些年發(fā)展起來的眾多市場營銷組合理論中的一種。近年來發(fā)展起來的其它市場營銷模式主要有：布姆斯和比特納提出的7P模式（有時候也被稱為擴(kuò)展市場營銷組合，它包括前4P，再加上人、過程及物質(zhì)環(huán)境三個要素）；還有羅伯特.勞朋特的4C模式（即顧客、成本、便利和溝通）。Back新境界職業(yè)英語綜合教程2精華版unit1Task11.Whatisthedefinitionofmarketing?

2.Howmanymarketingmixmodelsaregiveninthetext?Whatarethey?ComprehensionWorkinpairsandanswerthefollowingquestionsabouttheText.Itisputtingtherightproductintherightplace,attherightprice,attherighttime.Threemarketingmixmodelsaregiven.Theyarethe4Ps,the7Psandthe4Cs.Back新境界職業(yè)英語綜合教程2精華版unit1Task13.Whatelementsdoesthe4-Pmarketingmixinclude?

4.Whatarethe7Ps?5.Whatisincludedinthe4Cs?ComprehensionThe4-Pmarketingmixincludesproduct,price,placeandpromotion.The7Psareproduct,price,place,promotion,people,processesandphysicallayout.BackCustomer,cost,convenienceandcommunicationareincludedinthe4Cs.新境界職業(yè)英語綜合教程2精華版unit1Task21.Generally,marketingincludescreatingaproductand__________.a.pricingtheproductatareasonablelevelb.puttingtheproductonsaleatareasonableplacec.communicatingtheproducttoconsumersd.alloftheaboveComprehensionChoosethebestanswertothefollowingquestions.Back新境界職業(yè)英語綜合教程2精華版unit12.WhichofthefollowingexampleswillNOTleadtodisasterinmarketing?a.Promotingacarwithfuel-economyinacountrywherefuelisverycheap.b.Promotingpicturebooksatprimaryschools.c.Publishingatextbookafterthestartofthenewschoolyear.d.Sellingaproductatapricethat’stoohighforthepeopleyou’retargeting.

3.__________isthefirstelementoneneedstoconsiderinmarketing.a.Product b.Price c.Place d.Promotion4.Whatdoes“meet”meanin“Whatfeaturesdoesithavetomeettheseneeds”?a.See. b.Join. c.Pay.d.Satisfy.BackTask2新境界職業(yè)英語綜合教程2精華版unit15.WhichofthefollowingwaysofproductpromotionisNOTmentionedinthetext?

a.Contactingpossiblecustomersbytelephone. b.Advertisingitonbillboards.c.Usingdirectmarketingmailshots. d.Advertisingitonradio.6.Whichofthefollowingtheoriesappearedfirst?a.The4Ps. b.The7Ps. c.The4Cs. d.Noneoftheabove.BackTask2新境界職業(yè)英語綜合教程2精華版unit1IdentifyingMarketingActivitiesSyndicateActivitiesBackConductingMarketingActivitiesActionOneWorkingroups.DiscussthefollowingmarketingactivitiesandtellwhichP(product,price,place,promotion)isinvolvedineachactivity,andthenputitintheformbelow.Thefirstonewasdoneforyou.新境界職業(yè)英語綜合教程2精華版unit1(1)Jamesdecidedtoselltheancientvasebyauction(拍賣).(2)Hondamadealotofinnovationsandcreatedanewcar.(3)Nikeopensmanyspecialtystores(專賣店)inChina.(4)Thistravelagencyprovidesmanytravelingroutes(旅游線路)homeandabroad.(5)Thecompanyislaunchinganadvertisingcampaignontheirnewproducts.(6)Allthebusinessestakeproductcostsintoconsideration.(7)Eachoftheproductsinthisshopissoldat$20.(8)Jennyregisteredanonlineshoptosellherproducts.(9)Inordertoattractcustomers,theonlineshopsellsitsproducts

carriagefree(免運(yùn)費(fèi)).(10)Nokiacreatesabrand-newsmartmobilephone(智能手機(jī)).(11)Manysupermarketsoftenofferdiscountsonsomeproducts.(12)Theclubsent100membershipcards(會員卡)toitsregularcustomersonitsfirstanniversary.Back新境界職業(yè)英語綜合教程2精華版unit1ActionOneBackSyndicateActivitiesConductingMarketingActivities(2)(4)(10)(6)(7)(3)(8)(5)(9)(11)(12)新境界職業(yè)英語綜合教程2精華版unit1BackSupposeyouaregoingtostartoneofthefollowingsmallbusinesses.Asyouarethebossofthebusiness,youareresponsibleforeverythinginthebusiness.Workingroups.Eachgrouptakesuponeofthebusinessesandworksoutaproposaltooperatethebusiness.Theproposalshouldcoveralleventsintheareaof4Ps.ActionTwo

SyndicateActivitiesConductingMarketingActivities新境界職業(yè)英語綜合教程2精華版unit1BusinessesMarketingMixMarketingActivitiesKeyChain(鑰匙扣)ChildrenWatch(兒童手表)GlassScrapers(玻璃清潔刮)ProductBackActionTwoProposalsofMarketingActivitiesTargetcustomers:white-collarworkersFeatures:heart-shaped,withalightTargetcustomers:childrenfrom6-12Features:lively-colored,designedincartoonsTargetcustomers:households&officesFeatures:apairofmagneticscrapersoperatedwithonepieceoutsideandtheotherinside新境界職業(yè)英語綜合教程2精華版unit1BackBusinessesMarketingMixMarketingActivitiesKeyChain(鑰匙扣)ChildrenWatch(