《新境界-综合教程2》课件unit1.ppt

New Wisdom English for Careers 新境界职业英语 综合教程 ,Unit 1 Marketing,新境界职业英语 综合教程 ,Part IV Reading Skills,4.,Part III Text B,3.,Part II Applied Writing,2.,Part I Text A,1.,Pre-reading Activities,Reading of the Text,Grammar Review,Task 1,Task 2,Task 4,Comprehension,Task 1,Task 2,Vocabulary,Translation,Task 3,Task 4,Task 5,Syndicate Activities,Task 6,Task 7,Task 3,Task 1,Task 2,Comprehensive Exercises,Part I Text A,Mini Text,Background Information,Text A,Home,Pre-reading Activities,Work in pairs. Look at the following pictures and then discuss with your partner the questions below.,Task 1,Back,What is the product in the first picture? 2. What is the function of this product? 3. Whats its price? Do you think its reasonable or too high for you?,Its an Mp4.,Playing the music and showing movies.,Open answer.,Back,4. Where can you buy the product in the first picture? 5. What does the second picture tell us? 6. How does a manufacturer tell consumers they have a new product?,In electronics shops or online.,If the price of a product is too high, there are fewer people to buy it. If the price is too low, there are too many people to buy it.,They inform consumers by advertising.,Back,Task 2,Read the following Mini Text and find the words or expressions that match the context meaning given.,a)_: a place or a position of something b)_: only, just c)_: able to be obtained, taken, or used d)_: 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,Back,Mini Text,Back,Notes,Word Tips,Back,Word Tips,raise v. 举起 available adj. 能得到的 location n. 位置 one-off adj. 一次性的 book v. 预订 exclusively adv. 仅仅,Back,Notes,1. Crate & Barrel: a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture and home accessories. (拥有170多家分店的美国零售连锁 店，专营家居用品) 2. Mercedes: a famous Germany brand of automobiles(梅赛德斯奔驰汽车),Back,Task 3,1. What does the first picture advertise? 2. Who is the manufacturer of the product in the first advertisement? 3. What is the second advertisement for?,Work with your partner and answer the following questions according to the Mini Text.,Pair Work,It advertises glasses.,Crate & Barrel.,It is for renting cars.,Back,4. How much does it cost to rent a car per day from London Bridge according to the second advertisement? 5. How can customers book the service in the second advertisement?,It costs19.,Customers can book it through the website: easyR.,Back,Task 4,Context Clues,Fill in the blanks in the following summary of Text A with words given in the box.,marketing,synonym,promotion,define,layout,convenience,Back,Background Information,Marketing is defined by the American Marketing Association (AMA) as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Marketing is a product or service selling related overall activities. The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services.,Back,2. Marketing Mix was coined in 1953 by Neil Borden in his American Marketing Association presidential address. However, this was actually a reformulation of an earlier idea by his associate, James Culliton, who in 1948 described the role of the marketing manager as a “mixer of ingredients“, who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried.,Background Information,Back,3. 4Ps was proposed by a prominent marketer E. Jerome Mccarthy in 1960. Elements of the marketing mix are often referred to as the “4Ps”. There are: Product, Price, Place and Promotion. 4. 7Ps was proposed by Boom and Bitner, which include the first 4Ps, plus people, processes and physical layout. 5. 4Cs: Koichi Shimizu proposed a four Cs (1) classification in 1973. The four Cs are: Commodity, Cost, Channel, and Communication. And Robert F. Lauterborn proposed a four Cs (2) classification in 1993. The four Cs are: Consumer, Cost, Convenience and Communication.,Background Information,Back,Reading of the Text,Marketing and Marketing Mix,Marketing and Marketing Mix,Text A,Para. 1 What is marketing? The definition that many marketers learn as they start out in the industry is: Putting the right product in the right place, at the right price, at the right time. Para. 2 Its simple! You just need to create a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then youve got it made!,1,2,Back,Para. 3 Theres a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.,Back,3,Para. 4 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 the people youre targeting.,4,5,6,Back,Para. 5 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 Service) Price Place Promotion,7,Back,Para. 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 / service? What needs does it satisfy? What features does it have to meet these needs? How and where will the customer use it?,8,Back,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 selling it? How will your price compare with your competitors? Place Where do buyers look for your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue? How can you access the right distribution channels?,9,Back,Promotion Where and when can you get 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 mailshot? Through public relations? On the Internet?,Back,Para. 7 The 4Ps model is just one of many marketing mix lists that have 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, Convenience and Communication).,Back,10,1. (Para.1) “The definition that many marketers learn as they start out in the industry is” Paraphrase: When many marketers begin in the industry of marketing, they understand the definition of marketing is Structure Analysis: “that many marketersthe industry” is attributive clause, and it modifies “the definition”. e.g. The shirt that Peter bought yesterday afternoon is very expensive. 皮特昨天买的那件衬衫很贵。 marketer:,Language Points,Back,marketer: someone who promotes or exchanges goods or services for money 市场营销人员,营销商 e.g. Mike is a global manufacturer and marketer of differentiated chemicals. 迈克是精细化学品的 全球制造商及营销商。,Back,Language Points,2. (Para.2) “price it at a level which matches the value they feel they get out of it” Paraphrase: (you need to) determine the price of a product with a level that the customers feel appropriate with its value. Structure Analysis: “which matches the value” is attributive clause and it modifies the antecedent “level”; and “they feel they get out of it” is attributive clause and it modifies the antecedent “value”. price:,Back,price: determine the price of sth. 定价，标价 e.g. The assistant priced the garments before putting them on display. 营业员先给服装标好 价格再摆出来卖。,Back,3. (Para.3) “Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.” Paraphrase: Then you should understand how to produce the product, determine its price representing its value, and take all these elements into consideration at important time. Structure Analysis: critical:,Language Points,Back,Structure Analysis: “that represents value to them” is attributive clause and it modifies the antecedent “price”. critical: very important 重要的，关键的 e.g. We have come to the critical moment. 现在到了紧要关头。,Back,4. (Para.4) “But if you get just one element wrong, it can spell disaster.” Paraphrase: But if you make a mistake for any of the four elements of the 4Ps, it can bring disaster. Structure Analysis: “if youwrong” is adverbial clause of condition. e.g. If it is fine tomorrow, well go to have a picnic. 如果明天天气好,我们会去野炊。 spell:,Language Points,Back,spell: to expect esp. disaster, danger or trouble 带来（灾难，危险等） e.g. If your prospect customers lose interest in your new product, it may spell disaster to your firm. 如果你的潜在客户对你的新产品失 去了兴趣，那么这可能会给你的企业带来灾难。,Back,5. (Para. 4) “You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap;” Paraphrase: It is possible that you promote a car with quite fuel-economy in a country in which fuel is very cheap. Structure Analysis: “where fuel is very cheap” is attributive clause and it modifies the antecedent “country”. e.g. This is the cinema where I met him for the first time. 这就是我第一次在那里见到他的电影院。,Language Points,Back,Language Points,6. (Para. 4) “or selling an item at a price thats too high or too low to attract the people youre targeting.” Paraphrase: or selling a product at too high or too low price so that it cannot attract your target customers. Structure Analysis: “tooto” is a common usage of infinitive “to”. Its often-used construction is “too +adj. / adv +to +v.”. e.g. Lisa was too tired to concentrate on this task. 丽莎太疲惫了以至于没法集中精力来做这项工作。 target:,Back,target: to try to have an effect on a particular group of people or a particular area 把作为目标 e.g. Their campaigns specifically target young people. 他们竞选活动具体以年轻人为目标。,Back,Language Points,7. (Para.5) “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 similar with each other. synonym: a word with the same meaning as another word in the same language 同义词，近义词 e.g. Dont mix up this pair of synonyms. 别把这组近义词混淆了。,Back,Language Points,8. (Para.6) “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 can define the marketing mix. Structure Analysis: “that you need to ask to define marketing mix” is attributive clause and it modifies the antecedent “questions”. define:,Back,define: to describe something correctly and thoroughly, and to say what standards, limits, qualities etc it has that make it different from other things 给下定义 e.g. How do you define laziness? 你是怎么定义懒惰的呢？,Back,9. (Para.6) “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 appropriate price of your product? It should guarantee that the buyer can afford it and at the same time your firm can get proper profit from selling it Structure Analysis: afford:,Language Points,Back,Structure Analysis: “where the buyerselling it” is attributive clause, with “where” functioning as relative adverb. The clause modifies the antecedent “the price point”. e.g. This is the place where I was born twenty years ago. 这正是二十年前我出生的地方。 afford: to have enough money to buy or pay for something e.g. The apartment is too expensive for me to afford it. 公寓太贵，我负担不起。,Back,Language Points,10. (Para.7) “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 is just one of them. Structure Analysis: “thatthe years” is attributive clause and it modifies the antecedent “lists”. e.g. Rock is one of the marketers that have been very successful over the past year. 在过去的一年，Rock是 公司成功的营销商之一。,Back,Translation of Text A,Para. 1 什么是市场营销？许多市场营销人员进入该行 业所了解的市场营销的定义是： 在合适的时间，以合适的价格及渠道销售合适的产品。 Para. 2 这很简单！你只需要生产一种某一类人们想要 的产品，并且把它们放在这些人经常光顾的某一个地方，并 以他们认为和其价值相匹配的水平来定价该产品，并且在他 们想购买该产品时做这一切。那么你就已经在做市场营销了！,市场营销及市场营销组合,Back,Para. 3 这种想法很有道理。但是，要发现顾客需求，并弄懂他们经常购物的地点，你却需要做很多辛勤的工作。随后，你就得明白如何生产该产品，并保证其价格合适，并在关键时刻考虑所有的这些因素。,Back,Para. 4 然而，哪怕你只是把其中的一个因素弄错了，就会带来灾难。你可能会碰到这些情况：在一个燃料很便宜的国家推销一种能大量节约燃料的汽车，或者在新学期开始后才出版教科书，又或者是以一种过高或过低的价格销售产品以至于无法吸引目标顾客。,Back,Para. 5 当你思考生产产品或提供服务的计划时，市场营销组合是一个很好的出发点，它可以帮助你避免这些错误。市场营销组合和4Ps常常被看作是同义词。4Ps指的是： 产品（或服务） 价格 渠道 促销,Back,Para. 6 理解4Ps的一种好方法就是你如何定义市场营销组合。下面的一系列问题可以帮助你理解和定义4Ps 的四个要素: 产品 顾客想要从产品或服务中获得什么？该产品或服 务需要满足什么条件？ 该产品或服务需要具备哪些特征以满足这些条件？ 将如何使用，在什么地点使用产品？,Back,价格 产品或服务对于顾客的价值是什么？ 怎样的价位可以使顾客承受得起同时保证公司销 售该产品获利？ 你的产品定价如何与同行竞争？,Back,渠道 顾客会在什么地方寻找你的产品或服务？ 如果他们在商店寻找，那会是何种类型的商店？ 是在专卖店还是在超市，还是两者都可以？是网 上销售还是直接通过产品目录进行现场销售？ 你将如何获得这些产品分布渠道？,Back,促销 你将在何时何地把你的市场信息传递给你的目标市场？ 你会以何种方式来宣传你的产品：报纸，电视还是广播，或者是广告牌？或者是通过直接的市场邮寄广告？或者是通过公共关系？还是通过网络？,Back,Para. 7 模式只是近年来发展起来的其中一种市场营销组合模式。近年来发展起来的其它市场营销模式主要有：布姆斯和比特纳提出的7Ps （有时候也被称为扩展市场营销组合，它包括前四个P，以及人，过程以及物质环境）以及罗伯特.劳朋特的4Cs（顾客、成本、便利和沟通）。,Back,Comprehension,Task 1,Work in pairs and answer the following questions about the text.,What is the definition of marketing? 2. What elements do the 4Ps include?,It is putting the right product in the right place, at the right price, at the right time.,The 4Ps include product, price, place and promotion.,Back,3. What is the relationship between the marketing mix and the 4Ps? 4. What are the 7Ps? 5. What is the relationship between the 4Ps and the 7Ps?,The 7Ps are product, price, place, promotion, people, processes and physical layout.,The 7Ps are developed based on the 4Ps. The 4Ps are called marketing mix, and the 7Ps are called the extended marketing mix.,Back,They are often used as synonyms for each other.,6. What are included in the 4Cs? 7. Who put forward the theory of the 7Ps? 8. How many marketing mix models are given in the text?,Boom and Bitner put forward the theory of the 7Ps.,Three marketing mix models are given. They are the 4Ps, the 7Ps and the 4Cs.,Back,Customer, cost, convenience and communication are included in it.,Task 2,Choose the best answer to the following questions.,1. Generally, marketing includes_. a. creating a product b. putting the product on sale at a reasonable place c. pricing the product at a reasonable level d. all of the above,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 a cartoon at the gate of a primary school. 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.,Back,3. In “get it all to come together at the critical time”, what does the underlined word mean? a. Necessary. b. Important. c. Indispensable. d. Initial 4. _ is the first element one needs to consider in marketing. a. Product b. Price c. Place d. Promotion 5. What does “meet” mean in “What features does it have to meet these needs”? a. See. b. Join. c. Pay. d. Satisfy,Back,6. Where can marketers place the product? a. In a store. b. Online. c. Direct via a catalogue. d. All of the above. 7. Which of the following ways of product promotion is NOT mentioned in the passage? a. Contacting possible customers by telephone. b. Advertising it on billboards. c. Using direct marketing mailshot. d. Advertising it on radio. 8. Which of the following theories appeared first? a. The 4Ps. b. The 7Ps c. The 4Cs. d. None of the above.,Back,Vocabulary,Task 3,Match the following vocabulary items with their definitions, referring to the passage for clues.,Back,Task 4,Fill in the blanks with the words given in the box. Change the form where necessary.,1. Forest Deli and his brother are successful _ of furniture. 2. The lack of rain could _ disaster for farmers. 3. The company sells home furnishings through an online _.,afford catalogue critical define marketer spell synonym target,marketers,spells,catalogue,Back,4. We should get that new car when we can _ it. 5. The location of factories is of _ importance. 6. Their campaigns specifically _ young people. 7. The Act _ “small companies” as “firms with fewer than 25 employees”. 8. “Shut” is a _ of “close”.,afford,critical,target,defines,synonym,Back,Translation