新职业英语视听说教程2Unit 7课件.ppt

UNIT 7 Marketing,Outline,1,2,2,1,2,1,Further Listening,Further Watching,Fun Time,Teaching Plan,In Class Period 1: Listening 1 Speaking 1 (Task 1-2) Period 2: Watching 1 Speaking 1 (Task 3-4) Period 3: Listening 2 Speaking 2 (Task 1-2) Period 4: Watching 2 Speaking 2 (Task 3-4) After Class Unit File + Supplementary Listening + Project,Learning Focus,Knowledge: To build up the vocabulary about marketing a new product. To learn to get a general idea of the typical working situations in marketing a new product. Skills： To get the vocational skills covered in this unit. To get a general idea of the typical working situations in marketing a new product.,Lead in,TV commercial plays an important role in marketing. Watch the video and talk about what you know about the TV commercial.,Listening 1 TASK 1 Market Analysis, Warming-up Discuss with your partner and tick () the reasons why people do market analysis.,1. To discover customer needs,2. To determine management costs,3. To analyze the market potential for a product,4. To check shipment conditions,5. To help predict market changes,Listening 1 TASK 1 Market Analysis,New Words & Expressions shiny a. 擦亮的；有光泽的 Her blonde hair was shiny and clean. 她的金发干净而有光泽。 excessive a. 过多的；过度的 The government says that local authority spending is excessive. 政府称地方当局开支过大。 dandruff n. 头皮屑 He has very bad dandruff. 他头屑很多。,Listening 1 TASK 1 Market Analysis,New Words & Expressions elderly a. 年纪较大的；上了年纪的 Many of those most affected are elderly. 受影响最大的人中很多都是上了年纪的。 range from （在某一范围内）变化，变动 His interests range from chess to stamp. 他的兴趣范围广泛，从下象棋到集邮无所不包。 be troubled with 为所烦恼/苦恼 I have just returned from a visit to my landlordthe solitary neighbour that I shall be troubled with. 我刚刚拜访过我的房东回来就是那个将要给我惹麻烦的孤独的邻居。,Listening 1 TASK 1 Market Analysis, Extensive Listening Jenny is presenting her market research. Listen to the conversation and tick () the correct answer to each question. 1. Why did Jenny make the market research? A. To examine the current market situation. B. To analyze their market share. C. To analyze their target customers. 2. What is the focus of her market research? A. Customers hair type. B. Customers hair care priorities. C. Customers hair care methods.,Script,Listening 1 TASK 1 Market Analysis, Intensive Listening Listen to the conversation again and complete the following table.,Dont care much about their hair,Hair loss,Hair becoming dry,Too much dandruff,Want to have smooth and shiny hair,Main Hair Concerns,92%,80%,78%,85%,Percentage,Elderly People,Middle-aged Men,Middle-aged Women,Young Men,Young Women,Age Group,Script,Listening 1 TASK 1 Market Analysis, Language Summary Translate the following phrases into Chinese. work out a marketing strategy _ 2. selling point _ 3. opinion survey _,制 定 市 场 营 销 策 略,卖 点,意 见 调 查,Listening 1 TASK 1 Market Analysis, Language Summary Translate the following phrases into Chinese. 4. range from _ 5. try any means to do _ 6. accept things as they are _,从 到 不 等,想 尽 一 切 办 法 做 ,顺 其 自 然,Listening 1 TASK 2 Pricing, Warming-up Do you think “High price means high quality” ? Hold a debate with your classmates and write down the reasons for and against this topic.,Against _ _ _ _ _ _,For _ _ _ _ _ _,Quality products require the best raw materials, careful management and good after-sales service. All these mean high production costs.,Most high-end products are overpriced in order to cover their huge advertising costs.,Listening 1 TASK 2 Pricing,New Words & Expressions risky a. 有危险的；有风险的 Investing in airlines is a very risky business. 投资航空业风险很大。 inferior a. 较差的；次的 This resulted in overpriced and often inferior products. 这就导致了标价过高而往往质量低劣的产品的出现。 realistic a. 现实的；现实主义的 Police have to be realistic about violent crime. 警方需要对暴力犯罪持务实态度。,Listening 1 TASK 2 Pricing,New Words & Expressions boost v. 增加；使增长 The government wants to take action to boost the economy.政府希望采取行动促进经济发展。 out of sbs reach 在（某人能力所及的）范围之外 Complete the task is out of her reach. 完成这项任务在她能力所及的范围之外。,1. The sales team holds two different opinions on pricing. 2. They have a heated discussion and fail to reach an agreement.,Listening 1 TASK 2 Pricing, Extensive Listening The sales team is discussing product pricing. Listen to the conversation and decide whether the following statements are true or false. Then write down the key words to support your answers., we have to increase the price too risky to launch a new product with an even higher price.,We have to increase the price by 5%. I think that makes sense. Yes, thats practical.,False,True,Script,1.Why does Frank think they should increase the new product price? _ _ 2. What is Jennys opinion on Franks suggestion? _ _,Listening 1 TASK 2 Pricing, Intensive Listening Listen to the conversation again and answer the following questions.,Because they have three new herbal ingredients in the formula and the production cost is 5% higher than before.,Jenny disagrees with Frank because she thinks increasing the price is too risky as their price is already higher than other brands.,Script,3. Whose opinion does Lisa support? _ 4. What is Bills final conclusion? _ _,Listening 1 TASK 2 Pricing, Intensive Listening Listen to the conversation again and answer the following questions.,Jennys.,Bill agrees with Frank and thinks they should increase the price and develop promotional activities to help boost sales.,Script,Listening 1 TASK 2 Pricing, Language Summary Review the expressions of agreeing and disagreeing as used in the conversation.,Yes, I agree. Im afraid Frank is right. Well, I think that makes sense. Yes, thats practical.,Im afraid I dont see it that way. Come on, lets be realistic.,Agreeing,Disagreeing,Watching 1 TASK 1 Competitor Analysis, Warming-up The following are possible ways to find out about competitors. Tick () the one that you think is most effective and share your reasons with your partner.,Watching 1 TASK 1 Competitor Analysis,New Words & Expressions concept n. 概念；观念 She added that the concept of arranged marriages is misunderstood in the west. 她补充说，西方人对包办婚姻的概念有些误解。 flashy a. 俗艳的；奢华的；华而不实的 The color seems a bit too flashy. 颜色似乎太鲜艳了。,Watching 1 TASK 1 Competitor Analysis, Extensive Watching Jenny is presenting her competitor analysis. Watch the video clip and tick () the research items that have been mentioned.,1. Target market,5. Promotional strategy,Script,Watching 1 TASK 1 Competitor Analysis, Intensive Watching Watch the video clip again and tick () the correct answer to each question. 1. What is true about Flitzs new product? A. Its concept is very similar to that of TAFs new product. B. It is targeted at young women. C. It is a shaving cream. 2. What does Jenny think of the packaging of Flitzs new product? A. It cannot compete with TAFs packaging. B. It is very elegant. C. The color is too dark.,Script,Watching 1 TASK 1 Competitor Analysis, Intensive Watching Watch the video clip again and tick () the correct answer to each question. 3. How does Flitz usually promote their products? A. They do a lot of advertising. B. They give customers free gifts. C. The y put more counters into supermarkets. 4. What does Flitzs after-sales service promise? A. To replace any faulty item within three weeks of purchase. B. To replace any faulty item within one month of purchase. C. To replace any faulty item within three months of purchase.,Script,Watching 1 TASK 1 Competitor Analysis, Language Summary Read aloud the following sentences, paying special attention to the italicized parts of expressing ones opinion.,1. I gather they are going to launch a similar new product. 2. I dont think its as good as ours. 3. As far as I know, they offer small free gifts to help promotion. 4. I understand that they think adding more counters will increase management costs too much.,Watching 1 TASK 2 Promotional Plan, Warming-up Match the following promotional ways with the correct pictures. 1._ 2._,Poster Newspaper article Sponsorship TV Advertisement Stand at a trade fair Point-of-sale display,Sponsorship,TV advertisement,Watching 1 TASK 2 Promotional Plan, Warming-up Match the following promotional ways with the correct pictures. 3._ 4._,Poster Newspaper article Sponsorship TV Advertisement Stand at a trade fair Point-of-sale display,Point-of-sale display,Newspaper article,Watching 1 TASK 2 Promotional Plan, Warming-up Match the following promotional ways with the correct pictures. 5._ 6._,Poster Newspaper article Sponsorship TV Advertisement Stand at a trade fair Point-of-sale display,Poster,Stand at a trade fair,Watching 1 TASK 2 Promotional Plan,New Words & Expressions sponsor v. 赞助 The competition was sponsored by Ruinart Champagne. 比赛是由慧纳酒庄赞助的。 spender n. 花钱的人 The Swiss are Europes biggest spenders on food. 瑞士人是欧洲人中在食品上开销最大的人群。 spokesman n. 代言人；发言人 A UN spokesman said that the mission will carry 20 tons of relief supplies. 联合国的一名发言人说，该代表团将携带20吨救济物资。,Watching 1 TASK 2 Promotional Plan,New Words & Expressions shopper n. 购物者；顾客 Im a patient shopper. 我是个耐心的购物者。 impulse n. 冲动；一时的念头 Unable to resist the impulse, he glanced at the sea again. 他抑制不住冲动，又向海面瞥了一眼。 in charge of 负责；掌管 Who is in charge of the administration of your company? 你们公司的行政工作由谁负责？,Watching 1 TASK 2 Promotional Plan,New Words & Expressions on impulse 一时冲动 She wrote that letter on impulse. 她一时冲动写了这封信。,Watching 1 TASK 2 Promotional Plan, Extensive Watching The sales team is discussing ways to promote the new product. Watch the video clip and tick () the promotional activities that they are going to undertake.,Script,Watching 1 TASK 2 Promotional Plan, Intensive Watching Watch the video clip again and fill in the missing information of the following table.,agents,Golf Competition,golf lovers,spokesman,attention,on impulse,Script,Watching 1 TASK 2 Promotional Plan, Language Summary Translate the following phrases into Chinese. 1. serious spender 2. maintain ones image 3. stand out 4. point-of-sale display 5. buy on impulse,严肃的消费者,维护某人的形象,脱颖而出,销售点展示,冲动购物,Speaking 1, The following chart is an analysis of men and womens different movie preferences.,Romances,Horror Movies,Action Movies,Comedies,Men Women,Speaking 1, Discuss with your partner and make sentences to describe the gender composition of each movie audience. More sentence patterns are welcome.,Compared with men, 87% of women prefer romances. _ _ _,Horror movies are more popular with men than with women.,Almost 90% of men like action movies, while less than 40% of female audiences find them agreeable.,A high percentage (over 60%) of both men and women enjoy comedies.,Speaking 1, Work in pairs. Suppose you and your colleague have different opinions on the pricing of your latest product. Role-play a conversation following the tips given.,The price for the raw materials is rising sharply. 30 more workers are hired to the production line. A buyer from North America recently signed a big purchasing order for this product. The shipping cost is rising too. The production line is more efficient than before.,Speaking 1, Work in pairs. Suppose you and your colleague have different opinions on the pricing of your latest product. Role-play a conversation following the tips given.,A B,Speaking 1,Sample: A: Im afraid we have to price our latest computer higher than normal because the price of the components/parts is rising sharply. B: I dont see it that way. If our price is higher than normal, our products may not stay competitive in the race. A: Yes, you are right. But the management costs are rising with 30 more production line workers hired this year. Besides, the shipping cost is rising, too. We have to cover the extra expense by raising the product price. B: As the production line is more efficient than before, the cost may not rise so dramatically. I dont see the,Speaking 1,Sample: need to increase the price. A: How about we raise the price only by 2%? A buyer from North America recently made a big purchase order for this model. Im certain a high-volume order can ensure a big profit margin. B: Well, a 2% rise is sensible. Customers wont find it hard to accept.,Speaking 1, Work in pairs. Complete and practice the following conversation with your partner in turn. A: Mr. Jean, I have finished my analysis on the latest product line of NOVA, our competitor. B: Great! Please tell us if NOVAs latest product is similar to ours. A: _ _. B: Thats good news. Since they have a different concept, do they plan to increase their advertising input? A: _ _.,Their latest product has a different concept and target market.,As far as my research is concerned, I dont see any sign that they will invest more in advertising,Speaking 1, Work in pairs. Complete and practice the following conversation with your partner in turn. B: They are always very cautious in controling their costs. How about the price of their new product? A: _ _. B: Oh, thats very risky for them to do so. It is hard to make a profit at such a low price. A: Yes, I think so too. B: Do you have any information on their after-sales service? A: Yes. _ _.,They plan to lower the price by 5% to make their products competitive,They will hire more professionals to improve their maintenance service.,Speaking 1, Work in pairs. Complete and practice the following conversation with your partner in turn. B: Their after-sales service has always been the best in our industry. We have a lot to learn from them. Thank you very much for your work.,Speaking 1, Work in groups. Suppose you are in the Sales Department of NOVA. Make up a conversation discussing how to promote the sales of your latest product. You can follow the tips given below.,Choose a product you have interest in.,Choose 3-4 promotional materials or activities from the box.,Discuss the advantages of these chosen materials or activities.,Work out the marketing strategies.,Speaking 1, Work in groups. Suppose you are in the Sales Department of NOVA. Make up a conversation discussing how to promote the sales of your latest product. You can follow the tips given below., Brochure Newspaper article Sponsorship Stand at a trade fair Poster, Direct mail advertising TV commercial Eye-catching packaging Point-of-sale display,Speaking 1,Sample: A: Do you think newspaper articles can be very effective in promoting our latest NOVA lamp? B: Not exactly. People these days browse Internet pages more often than reading newspapers. C: How about we sponsor a sports meet of the city high school? Students use lamps every day. A: Good idea. By sponsoring their sports meet, they will be familiar with our brand. B: It certainly works, but do we have enough money to do that? What do you think of a point-of-sale display? It costs less money and can reach customers more directly.,Speaking 1,C: As our budget is rather tight, a point-of-sale display is a sensible choice. A: If we go ahead with that, well need to train a group of efficient sales staff. It will also increase the cost. B: But compared with sponsoring a sports meet, it will still be less expensive. Besides, it will be more effective in reaching our customers. C: Yes, I agree. A: Er, yes. It makes sense. Lets go with that.,Listening 2 TASK 1 Trade Fair, Warming-up The following are five steps to prepare for an exhibition. Put the steps in the order of importance and compare with your partners. 1. Choosing a suitable venue 2. Building the booth 3. Training the booth staff 4. Finding exhibition sponsors 5. Promoting the show,Listening 2 TASK 1 Trade Fair,New Words & Expressions confidentiality n. 秘密性；机密性 Confidentiality and the requirement to obtain consent to waive that confidentiality should be respected. 保密应该得到尊重，取消保密需要获得当事人同意。,Listening 2 TASK 1 Trade Fair, Extensive Listening Frank is talking to an agent at the trade fair booth. Listen to the conversation and decide whether the following statements are true or false. Then write down the key words to support your answers. 1. No matter how much turnover the agent achieves, the commission will remain the same. 2. The agent seems to be interested in the product and Frank will contact him for further talks.,The higher the turnover, the bigger the commission!,False,Ill consider it . Would you please