PE3_U1_R.ppt

1、New Practical English 3（Second Edition）,Return to Menu,Maintaining a Sharp Eye,Passage I Promotion Methods,Passage II 10 Rules for Attending Exhibitions in China,New Practical English 3（Second Edition）,Passage I Related Information Intensive Study Practice,New Practical English 3（Second Edition）,Tex

2、t Related Information,Point of Purchase (POP),POP is a terminal or vending machine in a store or shopping mall where a customer can view products with their prices and select items to buy. The term Point of Purchase usually refers to the industry concerned with customer behavior at the location of t

3、he purchase decision. POP is considered one of the most important aspects of advertising and merchandising. It is believed that the most critical time to influence buyer behavior is when they have money in hand.,New Practical English 3（Second Edition）,Text Related Information,Coleco,Coleco (1932 -19

4、89) was a company founded in 1932 by Maurice Greenberg as Connecticut Leather Company. It became a highly successful toy company in the 1980s, known for its mass-produced version of Cabbage Patch Kids. More information available on ,New Practical English 3（Second Edition）,Text Related Information,Ma

5、rketing mix,The marketing mix is generally accepted as the use and specification of the 6 Ps describing the strategic position of a product in the marketplace. The 6 Ps refers to Plan, Pick, Price, Package, Promote, Prove as follows: 1. Plan your marketing strategy. 2. Pick a way to market. 3. Price

6、 it right. 4. Package it professionally. 5. Promote your product/service. 6. Prove that it works. If not, make it better or go back to #1.,New Practical English 3（Second Edition）,Text Related Information,Advertising,The best approach to advertising is to think of it in terms of media and which media

7、 will be most effective in reaching your target market. Then you can make decisions about how much of your annual advertising budget youre going to spend on each medium. The most frequently-used advertising methods are as follows: the Internet television radio newspapers magazines telephone books/di

8、rectories billboards bench/bus/subway ads direct mail,New Practical English 3（Second Edition）,Passage 1,Text Difficult Sentences Important Words,New Practical English 3（Second Edition）,Promotion Methods A marketing manager can choose from several promotion methods personal selling, mass selling, and

9、 sales promotion. Personal selling flexibility is its strength Personal selling involves direct face-to-face communication between sellers and potential customers. Face-to-face selling also provides immediate feedback which helps salespeople to adapt. Salespeople are included in most marketing mixes

10、. But personal selling can be very expensive. So its often desirable to combine personal selling with mass selling and sales promotion. Mass selling reaching millions at a price or even free Mass selling is communicating with large numbers of potential customers at the same time. Its less flexible t

11、han personal selling.,Click here to listen,New Practical English 3（Second Edition）,Advertising is the main form of mass selling. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. It includes the use of such media as magazines, newspapers,

12、 radio and TV, signs, and direct mail. While advertising must be paid for, another form of mass selling publicity is “free”. Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Of course, publicity people are paid. But they try to attract attention to the firm and

13、its offerings without having to pay media costs. For example, book publishers try to get authors on TV “talk shows” because this generates a lot of interest and book sales at no cost to the publisher. When Coleco introduced its Cabbage Patch dolls, it held press,Click here to listen,But when the tar

14、get market is large and scattered, mass selling can be less expensive.,New Practical English 3（Second Edition）,If a firm has a really new message, publicity may be more effective than advertising. Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertise

15、rs in part because they are regular advertisers. The firms publicity people write the basic “copy” and then try to convince magazine editors to print it. Each year, magazines print photos and stories about new cars and often the source of the information is the auto producers. This publicity may eve

16、n raise more interest than the companys paid advertising. A consumer might not pay any attention to an ad but might carefully read a long magazine story,Click here to listen,parties for reporters and their children. A number of reporters wrote “human interest” stories about their kids “adopting” the

17、 cute dolls. Those stories prompted more media attention and a very successful product introduction without Coleco doing any introductory advertising.,New Practical English 3（Second Edition）,Some companies prepare videotapes that are designed to get free publicity for their products on TV news shows

18、. For example, one video distributed to TV stations at Halloween discussed a government recommendation that parents use makeup rather than masks for young children. The story was effectively tied to a new makeup product for children made by PAAS Products. Large firms have specialists to handle publi

19、city. Usually though, publicity is treated as just another kind of advertising and it often isnt used as effectively as it could be. In most firms, publicity deserves much more attention than it gets now. Sales promotion tries to spark immediate interest Sales promotion refers to promotion activitie

20、s other than advertising, publicity, and personal selling that stimulate interest,Click here to listen,with the same information.,New Practical English 3（Second Edition）,trial, or purchase by final customers or others in the channel. Sales promotion may be aimed at consumers, at middlemen, or even a

21、t a firms own employees. Examples include coupons, samples of consumer products, special sweepstakes and contests, point-of-purchase materials, and displays at trade shows. Its hard to generalize about sales promotion because it includes such a wide variety of activities. But usually its objective i

22、s to complement mass selling and personal selling.,Click here to listen,New Practical English 3（Second Edition）,Important Words,spark v. - to make someone feel interested, hopeful, etc. 引发兴趣,What he said sparks our curiosity. These books mainly deal with topics that spark childrens imaginations.,Exa

23、mples,New Practical English 3（Second Edition）,Important Words,deserve v. - to have earned something by good or bad actions or behavior 应该得到,People who are sent to prison for drunk-driving get what they deserve. Paula deserves a special mention for all the help she has given us.,Examples,New Practica

24、l English 3（Second Edition）,Important Words,distribute v. - to share things among a group of people, especially in a planned way; to exist in different parts of an area or group 分配；散布,Clothes and blankets have been distributed among the refugees. The population is distributed in a very uneven patter

25、n.,Examples,New Practical English 3（Second Edition）,Important Words,adapt v. - to gradually change in order to be successful in a new situation 使适应 ；改编,How do these insects adapt themselves to new environments? The ability to adapt is a definite asset in this job.,Examples,New Practical English 3（Se

26、cond Edition）,Important Words,adopt v. - to take someone elses child into your home and legally become its parent; to start to deal with or think about something in a particular way 收养；采用；接受,Having no children of their own they decided to adopt an orphan. The courts were asked to adopt a more flexib

27、le approach to young offenders.,Examples,New Practical English 3（Second Edition）,Important Words,stimulate v. - to excite to activity or growth or to greater activity刺激；激励,The exhibition stimulated interest in the artists work. Praise always stimulates him to further efforts/to make greater efforts.

28、,Examples,New Practical English 3（Second Edition）,Difficult Sentences,Salespeople are included in most marketing mixes.,Marketing mixes refers to the use and specification of the 6 Ps describing the strategic position of a product in the marketplace.,Translation,大多数营销组合都需要销售人员。,New Practical English

29、 3（Second Edition）,Difficult Sentences,Example,Creating a successful marketing mix that will increase results often takes experimenting and market research.,Salespeople are included in most marketing mixes.,New Practical English 3（Second Edition）,Difficult Sentences,But they try to attract attention

30、 to the firm and its offerings without having to pay media costs.,Its offerings refers to “the products manufactured by the company or the services provided by it”.,Translation,但是，宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品上而无需付媒体的费用。,Without is a preposition, and thats why “having” is used to follow it.,New Practica

31、l English 3（Second Edition）,Difficult Sentences,Example,A cool technique for stopping this problem is simply to plan without committing yourself to doing anything.,But they try to attract attention to the firm and its offerings without having to pay media costs.,New Practical English 3（Second Editio

32、n）,Difficult Sentences,Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.,Featuring, serving as “which features”, means “showing a particular thing in a magazine”.,Translation,例如，商业杂志可能登载广告常客有报道价值的产品

33、的专题报道部分原因是因为他们是广告常客。,In part means “partly”. Regular means “happening or doing something many times and often at the same time” .,New Practical English 3（Second Edition）,Difficult Sentences,Example,Those days, she was deeply involved into that exhibition featuring paintings by contemporary artists.,

34、Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.,New Practical English 3（Second Edition）,Difficult Sentences,For example, one video distributed to TV stations at Halloween discussed a government re

35、commendation that parents use makeup rather than masks for young children.,This is a subjunctive sentence. That is used to introduce an objective clause, in which “should” is omitted.,Translation,例如，一个视频录像在万圣节被分送到各电视台讨论了政府推荐父母在万圣节给小孩子使用化妆品而不是面具这一问题。,Rather than means “instead of someone or something

36、 else”.,New Practical English 3（Second Edition）,Difficult Sentences,Example,The committee made a number of recommendations that safety standards be improved as soon as possible.,For example, one videodistributed to TV stations at Halloween discussed a government recommendation that parents use makeu

37、p rather than masks for young children.,New Practical English 3（Second Edition）,Difficult Sentences,Sales promotion refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel.,Other th

38、an means “apart from a particular person or thing”.,Translation,销售推广是指不包括广告、宣传和人员推销在内的刺激销售渠道中的最终顾客或者其他环节的兴趣、试用或者购买的促销活动。,By is used to show the person or thing that does something or makes something happen.,New Practical English 3（Second Edition）,Difficult Sentences,Example,How can you say that reli

39、gion is anything other than a way of controlling people?,Sales promotion refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest, trial, or purchase by final customers or others in the channel.,New Practical English 3（Second Edition）,Practice Re

40、ad and Think Read and Complete Read and Translate Read and simulate,New Practical English 3（Second Edition）,1Compared with mass selling and sales promotion, personal selling is more _. a expensive b flexible c immediate d effective,1Compared with mass selling and sales promotion, personal selling is

41、 more _. a expensive b flexible c immediate d effective,Ex. 1Choose the best answer according to the passage.,New Practical English 3（Second Edition）,2When the target market is large and scattered, mass selling can be _. a more effective b more immediate c more flexible d less expensive,Ex. 1Choose

42、the best answer according to the passage.,2When the target market is large and scattered, mass selling can be _. a more effective b more immediate c more flexible d less expensive,New Practical English 3（Second Edition）,3Which of the following is NOT mentioned as a form of media for advertising? a M

43、agazines. b Newspapers. c Signs. d Coupons.,Ex. 1Choose the best answer according to the passage.,3Which of the following is NOT mentioned as a form of media for advertising? a Magazines. b Newspapers. c Signs. d Coupons.,New Practical English 3（Second Edition）,4 If you aim at stimulating customers

44、immediate interest, the promotion method suggested in the passage might be _. a personal selling b mass selling c sales promotion d publicity,Ex. 1Choose the best answer according to the passage.,4 If you aim at stimulating customers immediate interest, the promotion method suggested in the passage

45、might be _. a personal selling b mass selling c sales promotion d publicity,New Practical English 3（Second Edition）,5Which of the following people are NOT the target of sales promotion? a Employers. b Middlemen. c Consumers. d Employees.,Ex. 1Choose the best answer according to the passage.,5Which o

46、f the following people are NOT the target of sales promotion? a Employers. b Middlemen. c Consumers. d Employees.,New Practical English 3（Second Edition）,Ex. 2Answer the following questions according to the passage.,1 In the authors opinion, why is face-to-face communication between sellers and pote

47、ntial customers important?,Because face-to-face selling can provide immediate feedbackwhich helps salespeople to adapt.,2 What is the purpose of the book publishers trying to get authors on TV “talk shows”?,The purpose is to generates a lot of interest and book salesat no cost to the publisher.,New

48、Practical English 3（Second Edition）,Ex. 2Answer the following questions according to the passage.,3 Why do some companies prepare videotapes for the TV news shows?,Because they want to get free publicity for their products.,4 According to the author, how can publicity raise even more interest than t

49、he companys paid advertising?,He believed that a consumer might not pay any attention to an adbut might carefully read a long magazine story with the same information.,New Practical English 3（Second Edition）,Ex. 2Answer the following questions according to the passage.,Publicity is a very cheap (eve

50、n free of charge ) promotion method, and it might be more effective than paid advertising.,5 Why does the author suggest that publicity deserve much more attention than it gets now?,New Practical English 3（Second Edition）,Ex. 3Fill in the blanks with the words or expressions given below, changing th

51、e form if necessary.,1 After an exciting tour to Beijing, we came home to find our belongings _ about the room.,scattered,2I was once _ I saw you there, but now I believe that it must have been someone else.,convinced,feedback target convince objective generate presentation flexible identify prompt

52、scatter,New Practical English 3（Second Edition）,3 This hatred was _ by racial prejudice, skin color discrimination and judgment.,generated,4 The speaker was rather hesitant and had to be _ occasionally by the chairman.,prompted,Ex. 3Fill in the blanks with the words or expressions given below, chang

53、ing the form if necessary.,feedback target convince objective generate presentation flexible identify prompt scatter,New Practical English 3（Second Edition）,5 I found it hard to _ with any of the characters in the film.,identify,6 A _ work schedule is an alternative to the traditional work week, whi

54、ch allows employees to vary their arrival and / or departure time.,flexible,Ex. 3Fill in the blanks with the words or expressions given below, changing the form if necessary.,feedback target convince objective generate presentation flexible identify prompt scatter,New Practical English 3（Second Edit

55、ion）,7 We need more _ from the final consumers in order to improve our goods and sale services.,feedback,8 Ever since it was published, this newspaper has been maintaining a good balance in its _ of different opinions.,presentation,Ex. 3Fill in the blanks with the words or expressions given below, c

56、hanging the form if necessary.,feedback target convince objective generate presentation flexible identify prompt scatter,New Practical English 3（Second Edition）,9 _ costing is a simple process that can have significant impact on the profitability of many businesses.,Target,10 Right now, the ultimate

57、 _ of all peace-loving people is the removal of all nuclear weapons.,objective,Ex. 3Fill in the blanks with the words or expressions given below, changing the form if necessary.,feedback target convince objective generate presentation flexible identify prompt scatter,New Practical English 3（Second E

58、dition）,Promotions managers supervise staff of promotion specialists. These managers 1 _ promotion programs that 2 _ advertising with purchase promotion to increase sales. In an effort to 3 _ closer contact with consumers, promotion programs may use direct mail, television or radio advertising, catalogs, exhibits, inserts in newspapers, or websites, and special 4 _. They may encourage people to 5 _ by using discounts, samples, gifts, coupons, and contests. A wide range of educational 6 _ is suitable for,purchase backgrounds candidate vital events establish occupations communicat