精華版 課件 unit 1.ppt

1、Work in pairs. Talk about what the following products are.,Approaching Workplace,Back,electric unicycle,bicycle lamp,toaster,motorcycle car,Now discuss the questions below and then report to your class.,1. What are the above products used for?,Electric unicycle is the smallest, greenest, most conven

2、ient “People Mover”. It is compact and fun to ride. (在兩個(gè)固定地點(diǎn)之間迅速運(yùn)送行人的交通工具) A bicycle lamp is for lighting the roadway, and it is very helpful to the rider who rides at night. A toaster is designed to toast different types of delicious bread. A motorcycle car is a kind of fashionable car to ride.,Bac

3、k,2. What price can you guess? Do you think its reasonable or too high for you? 3. Where can you buy these products?,Electric unicycle: about￥3000 Bicycle lamp: about ￥100 Toaster (多士烤機(jī)): about￥500 Motorcycle car: from￥80,000,Back,Electric unicycle: sports shops, motorcycle shops Bicycle lamp: bicyc

4、le shops, sports shops Toaster: supermarkets, houseware shops, electric appliance shops Motorcycle car: motorcycle shops,4. What does the picture in the center tell us? 5. How does a manufacturer communicate a new product to consumers?,If the price of a product is too high, there are fewer people to

5、 buy it. If the price is too low, there are too many people to buy it.,Back,They inform consumers by advertising.,Workplace Communication,Back,You will hear five statements. Listen to them carefully and match each statement with the corresponding picture.,e,d,c,b,a,Back,Listen to the statements agai

6、n and decide whether these sentences are “Right” or “Wrong”. If there is not enough information to choose “Right” or “Wrong”, choose “Not mentioned”.,1. Volkswagen created a new model of hybrid car that can use either petrol or electricity. a. Right. b. Wrong. c. Not mentioned. 2. Alfa Romeo Company

7、 prices its new sports bicycle at $2900. a. Right. b. Wrong. c. Not mentioned.,Back,3. Siemens runs a promotion on its washing machine offering 30 cashback. a. Right. b. Wrong. c. Not mentioned. 4. Adidas sells its sportswear products in specialist shops. a. Right. b. Wrong. c. Not mentioned. 5. Coc

8、a-Cola launches a lot of new products to boost its sales. a. Right. b. Wrong. c. Not mentioned.,Scripts,Back,Use the Right Word,Here are two groups of words frequently used in marketing. In each group, delete one word which does not go with the one in the circle.,a promotion,make,have,launch,put,a p

9、roduct,price,sell,market,advertise,Back,promote,join,1. Volkswagen created a new model of hybrid car that can use either petrol or electricity. 2. Alfa Romeo Company prices its new sports bicycle at $2900. 3. Siemens runs a promotion on its washing machine offering 30 cashback. 4. Nike sells its spo

10、rtswear products in specialist shops. 5. Pepsi launches a lot of advertising campaigns to boost its sales.,Scripts,Back,Workplace Communication,Listening In,Situation: Jane and Peter are staff in the Marketing Department of a sports drinks company. They are talking about marketing strategies for a n

11、ew product.,Listen to the model dialogue and fill in the blanks with what you hear.,Back,Model Dialogue,Jane: Peter, who are the _ of our new products? Peter: EmI think athletes and those who regularly do sports are our _. Jane: Thats right. So, what _ can we use to launch the new products? Peter: G

12、ood question! Im considering making _, sponsoring some sports events and offering _ in some big stores. Jane: Good idea! Well, where are we going to sell our products? Peter: I think our main sales channels will be stores, supermarkets and hypermarkets. Jane: Sounds great!,Listening In,potential cus

13、tomers,target customers,marketing tools,some TV commercials,Back,some free samples,Listen to the model dialogue again and check your answers. Then practice the dialogue and try to role-play it with your partner. When you role-play it, you are expected to use the Mind Map below, but do NOT look at th

14、e model dialogue.,Speaking Out,Scripts,Back,Back,Jane: Peter, who are the potential customers of our new products? Peter: EmI think athletes and those who regularly do sports are our target customers. Jane: Thats right. So, what marketing tools can we use to launch the new products? Peter: Good ques

15、tion! Im considering making some TV commercials, sponsoring some sports events and offering some free samples in some big stores. Jane: Good idea! Well, where are we going to sell our products? Peter: I think our main sales channels will be stores, supermarkets and hypermarkets. Jane: Sounds great!,

16、Scripts,Back,Listen to the dialogue and fill in the missing information on the following Mind Map.,Situation: Anna and Bill are from the Marketing Department in Midea Company. They are talking about the promotion of their new air-conditioners.,Listening In,Back,Labor Day,features of the product,pric

17、es,Back,TV commercials,in-store promotion,Listen to the dialogue again and check your answers. Then role-play it with your partner by using the above Mind Map.,Back,Scripts,Anna: Hi, Bill! As for our new air-conditioners, what should we put in the catalogue? Bill: Let me see the pictures and feature

18、s of the product, of course. And warranty and prices are also necessary. Anna: Ok. Well, what do we need to do for this promotion? Bill: EmFor this promotion, I think TV commercials and in-store promotions will help. Anna: Yeah, I agree with you. So, when do you think is the best time for our promot

19、ion? Bill: I think Labor Day and National Day are a good time. Anna: Sounds good.,Scripts,Back,Read the following Mini Text and find the word or expression that matches the context meaning given.,a) _: a place or a position of something b) _: only, just c) _: able to be obtained, taken, or used d) _

20、: done, occurring, or made only once e) _: to make a reservation f ) _: to lift something from a lower to a higher position,location,exclusively,available,one-off,book,raise,Mini Text,Back,Back,Note,Word Tips,Its the time of year when we raise a glass to our family and to our friends. To our pasts a

21、nd to our futures. Its the time of year when we raise a glass to our dreams and to our hopes. In short, its the time of year when theres a lot of pressure on a glass.,Background Information,Back,raise v. 舉起 available adj. 能得到的 location n. 位置one-off adj. 一次性的 book v. 預(yù)訂exclusively adv. 僅僅,Back,Word T

22、ips,Crate Malaga (馬拉加) is a city in Spain; Barcelona(巴塞羅那)is a city in Spain; London Bridge (倫敦橋) is a bridge over the River Thames, connecting the City of London and Southwark, in central London; Glasgo (格拉斯哥) is a city in Great Britain.,Back,(The end),Work with your partner and answer the followin

23、g questions according to the Mini Text.,Pair Work,1. What does the first picture advertise? 2. Who is the manufacturer of the product in the first advertisement?,It advertises glasses.,Crate and do all that at a time they want to buy. Then youve got it made!,1,2,1,2,Back,Theres a lot of truth in thi

24、s idea. But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap; or publishing a textbook after the start of the new school year, or selling an item at a price thats too high or too low to attract

25、 the people youre targeting. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistakes. The marketing mix and the 4Ps of marketing are often used as synonyms for each other. The 4Ps are: Product (or Se

26、rvice) Price Place Promotion,3,4,3,4,Back,5,6,A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Here are some questions that will help you understand and define each of the four elements: Product What does the customer want from the product or se

27、rvice? What needs does it satisfy? What features does it have to meet these needs? How and where will the customer use it? Price What is the value of the product or service to the buyer? What is the price point where the buyer can afford the product and your company can gain proper profit from selli

28、ng it? How will your price compare with your competitors?,5,Back,7,8,Place Where do buyers look for your product or service? If they look in a store, what kind? In a specialist store or in a supermarket, or both? How can you access the right distribution channels? Promotion Where and when can you ge

29、t across your marketing messages to your target market? Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshots? Through public relations? On the Internet?,Back,9,The 4Ps model is just one of many marketing mix lists that ha

30、ve been developed over the years. Amongst the other marketing mix models that have been developed over the years is Boom and Bitners 7Ps (sometimes called the extended marketing mix, which include the first 4Ps, plus people, processes and physical layout) and Robert Lauterborns 4Cs (Customer, Cost,

31、Convenience and Communication).,Back,6,10,1. (Para. 1) The definition that many marketers learn as they start out in the industry is Paraphrase: When many marketers begin to work in the industry of marketing, they understand the definition of marketing is marketer: someone whose job involves encoura

32、ging people to buy a particular companys products, by deciding the price, type of customer, and advertising policy 市場(chǎng)營(yíng)銷人員；營(yíng)銷商 e.g. Mike is a global manufacturer and marketer of differentiated chemicals. 邁克是精細(xì)化學(xué)品的全球制造商及營(yíng)銷商。,Back,(To be continued),Structure Analysis: “that many marketersthe industry”

33、is an attributive clause, modifying the antecedent “definition”. e.g. The shirt that Peter bought yesterday afternoon is very expensive. 皮特昨天買的那件襯衫很貴。 Translation: 許多市場(chǎng)營(yíng)銷人員剛進(jìn)入該行業(yè)熟知的定義就是,Back,(The end),2. (Para. 2) price it at a level which matches the value they feel they get out of it Paraphrase: (

34、you need to) set the price of a product at a level where the customers feel the product is good for value. price: v. to determine the price of sth. 定價(jià)，標(biāo)價(jià) e.g. The assistant priced the garments before putting them on display. 營(yíng)業(yè)員先給服裝標(biāo)好價(jià)格再擺出來(lái)賣。,(To be continued),Back,Structure Analysis: “which matches

35、 the value” is an attributive clause, modifying the antecedent “l(fā)evel”; and “they feel they get out of it” is also an attributive clause, modifying the antecedent “value”. Translation: 把這個(gè)產(chǎn)品價(jià)格定位在消費(fèi)者認(rèn)為他們能夠從中獲得相匹配的價(jià)值水平,(The end),Back,3. (Para. 3) But if you get just one element wrong, it can spell dis

36、aster. Paraphrase: But if you make a mistake for any of the four elements of the 4Ps, it can bring about disaster. spell: to expect esp. disaster, danger or trouble 帶來(lái)（尤指災(zāi)難，危險(xiǎn)等） e.g. If your prospect customers lose interest in your new product, it may spell disaster to your firm. 如果你的潛在客戶對(duì)你新產(chǎn)品失去了興趣，

37、那么這可能會(huì)給你的企業(yè)帶來(lái)災(zāi)難。,(To be continued),Back,Structure Analysis: “if youwrong” is an adverbial clause of condition. e.g. If it is fine tomorrow, well go to have a picnic. 如果明天天氣好，我們會(huì)去野炊。 Translation: 然而，即使你只是把其中一個(gè)因素弄錯(cuò)了，那也會(huì)帶來(lái)災(zāi)難。,(The end),Back,4. (Para. 3) You could be left promoting a car with amazing fu

38、el-economy in a country where fuel is very cheap; Paraphrase: You would be put in an awkward situation in which you promote a fuel-saving car in a country where fuel is very cheap. be left doing sth.: be put in a bad situation of doing sth. 陷入做某事的尷尬境地 fuel-economy: fuel-saving 節(jié)省燃料,(To be continued)

39、,Back,Structure Analysis: “where fuel is very cheap” is an attributive clause, modifying “country”. e.g. This is the cinema where I met him for the first time. 這就是我初次遇見(jiàn)他的電影院。 Translation: 你可能被置于這樣的境地：在一個(gè)燃料很便宜的國(guó)家推銷一種能驚人地節(jié)約燃料的汽車；,(The end),Back,5. (Para. 3) or selling an item at a price thats too high

40、 or too low to attract the people youre targeting. Paraphrase: or selling a product at a too high or too low price so that it cannot attract your target customers. target: to try to have an effect on a particular group of people or a particular area 把作為目標(biāo) e.g. Their campaigns specifically target you

41、ng people. 他們的競(jìng)選活動(dòng)主要針對(duì)年輕人。,(To be continued),Back,Structure Analysis: “tooto” is a common usage of infinitive “to”. Its often-used construction is “too + adj. / adv. + to do”. e.g. Lisa was too tired to concentrate on this task. 麗莎太疲憊了以至于沒(méi)法集中精力來(lái)做這項(xiàng)工作。 Translation: 或者是以一種過(guò)高或過(guò)低的價(jià)格銷售產(chǎn)品，以至于無(wú)法吸引目標(biāo)顧客。,(Th

42、e end),Back,6. (Para. 4) The marketing mix and the 4Ps of marketing are often used as synonyms for each other. Paraphrase: The marketing mix and the 4Ps of marketing are often considered to be the same thing. synonym: a word with the same meaning as another word in the same language 同義詞，近義詞 e.g. Don

43、t mix up this pair of synonyms. 別把這組近義詞混淆了。 Translation: 市場(chǎng)營(yíng)銷組合和4Ps常常被看作是同義詞。,(The end),Back,7. (Para. 5) A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Paraphrase: A good method to understand the 4Ps is by asking questions that help explain t

44、he marketing mix. define: to describe clearly and exactly what something is 準(zhǔn)確描述；給下定義 e.g. Defining the word “l(fā)ove” can be very difficult. 很難給“愛(ài)情”一詞下定義。,(To be continued),Back,Structure Analysis: “that you need to ask to define your marketing mix” is an attributive clause, modifying the antecedent “

45、questions”. Translation: 理解4P的一種好方法就是通過(guò)提問(wèn)來(lái)定義市場(chǎng)營(yíng)銷組合。,(The end),Back,8. (Para. 5) What is the price point where the buyer can afford the product and your company can gain proper profit from selling it? Paraphrase: What is the right price of your product at which the buyer can afford it and at the same

46、 time your company can get proper profit from selling it? afford: to have enough money to buy or pay for something 買得起, 付得起 e.g. The apartment is too expensive for me to afford it. 公寓太貴，我負(fù)擔(dān)不起。,(To be continued),Back,Structure Analysis: “where the buyerselling it” is an attributive clause, with “wher

47、e” functioning as a relative adverb. The clause modifies the antecedent “the price point”. e.g. This is the place where I was born twenty years ago. 這正是二十年前我出生的地方。 Translation: 什么是產(chǎn)品價(jià)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？,(The end),Back,9. (Para. 5) Where and when can you get across your marketing messages to

48、your target market? Paraphrase: By what means and at what time can you send your marketing messages to your target market? get sth. across (to sb.): to make people understand something 使理解，使明白；表達(dá) e.g. He sometimes has trouble getting his meaning across in English. 他有時(shí)難以用英語(yǔ)表達(dá)自己的意思。 Translation: 你將在何時(shí)

49、以何種渠道把你的市場(chǎng)營(yíng)銷信息傳遞到你的目標(biāo)市場(chǎng)？,(The end),Back,10. (Para. 6) The 4Ps model is just one of many marketing mix lists that have been developed over the years. Paraphrase: Over the years, many marketing mix models have been developed and the 4Ps model is just one of them. Structure Analysis: “thatthe years” is

50、 an attributive clause and it modifies the antecedent “l(fā)ists”. e.g. Rock is one of the marketers that have been very successful over the past year. 在過(guò)去的一年里，Rock是公司非常成功的市場(chǎng)營(yíng)銷人員之一。 Translation: 4P模式是在這些年發(fā)展起來(lái)的眾多市場(chǎng)營(yíng)銷組合理論中的一種。,(The end),Back,市場(chǎng)營(yíng)銷與市場(chǎng)營(yíng)銷組合,Para. 1 什么是市場(chǎng)營(yíng)銷？許多市場(chǎng)營(yíng)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(shí)間，以適當(dāng)?shù)膬r(jià)格

51、，經(jīng)適當(dāng)?shù)那溃N售適當(dāng)?shù)漠a(chǎn)品。 Para. 2 這很簡(jiǎn)單！你只需要?jiǎng)?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(gè)地方銷售，并把這個(gè)產(chǎn)品價(jià)格定位在消費(fèi)者認(rèn)為他們能夠從中獲得相匹配的價(jià)值水平，并且在他們想購(gòu)買該產(chǎn)品時(shí)做好這一切。于是你就完成該產(chǎn)品的市場(chǎng)營(yíng)銷了！,Back,Para. 3 這種想法有些道理。然而，即使你只是把其中的一個(gè)因素弄錯(cuò)了，那也會(huì)帶來(lái)災(zāi)難。你可能被置于這樣的一種境地：在一個(gè)燃料很便宜的國(guó)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(kāi)始后才出版教科書(shū)，亦或以一種過(guò)高或過(guò)低的價(jià)格銷售產(chǎn)品以至于無(wú)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

52、時(shí)，市場(chǎng)營(yíng)銷組合是一個(gè)很好的出發(fā)點(diǎn)，它可以幫助你避免這些錯(cuò)誤。市場(chǎng)營(yíng)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(jià)格 渠道 促銷,Back,Para. 5 理解4P的一種好方法就是通過(guò)提問(wèn)來(lái)定義市場(chǎng)營(yíng)銷組合。下面的一系列問(wèn)題可以幫助你理解和定義營(yíng)銷組合的四個(gè)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(jià)格 產(chǎn)品或服務(wù)對(duì)顧客的價(jià)值是什么？ 什么是產(chǎn)品價(jià)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(jià)如何與同行競(jìng)爭(zhēng)？,Back,渠道

53、顧客會(huì)在什么地方尋找你的產(chǎn)品或服務(wù)？ 如果他們?cè)谏痰陮ふ?，那?huì)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(shí)以何種渠道把你的市場(chǎng)營(yíng)銷信息傳遞到你的目標(biāo)市場(chǎng)？ 你會(huì)以何種方式將產(chǎn)品廣告?zhèn)鬟f給你的受眾：通過(guò)報(bào)紙，電視還是廣播，或者是廣告牌？或者是通過(guò)直接的市場(chǎng)郵寄廣告？或者是通過(guò)公共關(guān)系？還是通過(guò)網(wǎng)絡(luò)？,Back,Para. 6 4P模式是在這些年發(fā)展起來(lái)的眾多市場(chǎng)營(yíng)銷組合理論中的一種。近年來(lái)發(fā)展起來(lái)的其它市場(chǎng)營(yíng)銷模式主要有：布姆斯和比特納提出的7P模式（有時(shí)候也被稱為擴(kuò)展市場(chǎng)營(yíng)銷組合，它包括前4P，再加上人、過(guò)程及物質(zhì)環(huán)境三個(gè)要素）

54、；還有羅伯特.勞朋特的4C模式（即顧客、成本、便利和溝通）。,Back,1. What is the definition of marketing? 2. How many marketing mix models are given in the text? What are they?,Comprehension,Work in pairs and answer the following questions about the Text.,It is putting the right product in the right place, at the right price, at

55、 the right time.,Three marketing mix models are given. They are the 4Ps, the 7Ps and the 4Cs.,Back,3. What elements does the 4-P marketing mix include? 4. What are the 7Ps? 5. What is included in the 4Cs?,Comprehension,The 4-P marketing mix includes product, price, place and promotion.,The 7Ps are p

56、roduct, price, place, promotion, people, processes and physical layout.,Back,Customer, cost, convenience and communication are included in the 4Cs.,1. Generally, marketing includes creating a product and _. a. pricing the product at a reasonable level b. putting the product on sale at a reasonable p

57、lace c. communicating the product to consumers d. all of the above,Comprehension,Choose the best answer to the following questions.,Back,2. Which of the following examples will NOT lead to disaster in marketing? a. Promoting a car with fuel-economy in a country where fuel is very cheap. b. Promoting

58、 picture books at primary schools. c. Publishing a textbook after the start of the new school year. d. Selling a product at a price thats too high for the people youre targeting. 3. _ is the first element one needs to consider in marketing. a. Product b. Price c. Place d. Promotion 4. What does “meet” mean in “What features does it have to meet these needs”? a. See. b. Join. c. Pay. d. Satisfy.,Back,5. Which of the following ways of product promotion is NOT mentioned in the text? a. Contacting possible customers by telephone. b. Advertising