新编实用英语第二版3unit1电子教案

Return to Menu,Maintaining a Sharp Eye,Passage IPromotion Methods,Passage II10 Rules for Attending Exhibitions in China,Passage IRelated InformationIntensive StudyPractice,Text RelatedInformation,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 the 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.,Text RelatedInformation,Coleco,Coleco (1932 -1989) 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/.,Text RelatedInformation,Marketing 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 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.,Text RelatedInformation,Advertising,The best approach to advertising is to think of it in terms of media and which media 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/directories billboards bench/bus/subway ads direct mail,Passage 1,TextDifficult SentencesImportant Words,Promotion MethodsA marketing manager can choose from several promotion methods personal selling, mass selling, and sales promotion.Personal selling flexibility is its strengthPersonal 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. 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 than personal selling.,Click here to listen,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, 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 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 target market is large and scattered, mass selling can be less expensive.,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 advertisers 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 even 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 cute dolls. Those stories prompted more media attention and a very successful product introduction without Coleco doing any introductory advertising.,Some companies prepare videotapes that are designed to get free publicity for their products on TV news shows. 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 publicity. 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 interestSales promotion refers to promotion activities other than advertising, publicity, and personal selling that stimulate interest,Click here to listen,with the same information.,trial, or purchase by final customers or others in the channel. Sales promotion may be aimed at consumers, at middlemen, or even at 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 is to complement mass selling and personal selling.,Click here to listen,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.,Examples,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,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 pattern.,Examples,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,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 flexible approach to young offenders.,Examples,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.,Examples,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。,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.,Difficult Sentences,But they try to attract attention 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.,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.,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” .,Difficult Sentences,Example,Those days, she was deeply involved into that exhibition featuring paintings by contemporary artists.,Trade magazines, for example, may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.,Difficult Sentences,For example, one video distributed to TV stations at Halloween discussed a government recommendation 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 else”.,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 makeup rather than masks for young children.,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 than 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.,Difficult Sentences,Example,How can you say that religion 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.,PracticeRead and Think Read and Complete Read and TranslateRead and simulate,1Compared with mass selling and sales promotion, personal selling is more _.a expensiveb flexiblec immediated effective,1Compared with mass selling and sales promotion, personal selling is more _.a expensiveb flexiblec immediated effective,Ex. 1Choose the best answer according to the passage.,2When the target market is large and scattered, mass selling can be _.a more effectiveb more immediatec more flexibled less expensive,Ex. 1Choose the best answer according to the passage.,2When the target market is large and scattered, mass selling can be _.a more effectiveb more immediatec more flexibled less expensive,3Which of the following is NOT mentioned as a form of media for advertising?a Magazines.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.,4 If you aim at stimulating customers immediate interest, the promotion method suggested in the passage might be _.a personal sellingb mass sellingc sales promotiond 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 might be _.a personal sellingb mass sellingc sales promotiond publicity,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 of the following people are NOT the target of sales promotion?a Employers.b Middlemen.c Consumers.d Employees.,Ex. 2Answer the following questions according to the passage.,1 In the authors opinion, why is face-to-face communication between sellers and potential 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.,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 the 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.,Ex. 2Answer the following questions according to the passage.,Publicity is a very cheap (even 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?,Ex. 3Fill in the blanks with the words or expressions given below, changing the 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 generatepresentation flexible identify prompt scatter,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, changing the form if necessary.,feedback target convince objective generatepresentation flexible identify prompt scatter,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, which 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 generatepresentation flexible identify prompt scatter,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, changing the form if necessary.,feedback target convince objective generatepresentation flexible identify prompt scatter,9 _ costing is a simple process that can have significant impact on the profitability of many businesses.,Target,10 Right now, the ultimate _ 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 generatepresentation flexible identify prompt scatter,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 eventsestablish occupations communicate combine direct,Ex. 4Complete the following passage by filling in the missing words.,direct,combine,establish,events,purchase,background,entry into promotion jobs, but many employers prefer those with experience in related 7 _ plus a broad liberal arts background. Courses in management while the 8 _ is in school are highly recommended. Computer skills are 9 _ because marketing, product promotion, and advertising on the Internet are increasingly common. Also, the ability to 10 _ in a foreign language may open up employment opportunities in many rapidly growing areas around the country, especially cities with large Spanish-speaking populations.,Ex. 4Complete the following passage by filling in the missing words.,occupations,candidate,vital,communicate,purchase backgrounds candidate vital eventsestablish occupations communicate combine direct,Ex. 5Translate the following sentences into English, using the words or phrases given in the brackets.,1她一家商店一家商店地看，最后以她能付出的价格买了她所需要的东西。(at a price) 。,afford,She shopped around till she got what she wanted at a price she could afford .,除了向我要东西，他从不跟我说话。(other than),He never speaks to me other than to ask for something.,Ex. 5Translate the following sentences into English, using the words or phrases given in the brackets.,3你永远应该以搞好你的工作为目的。(aim at),do well,You should always aim at doing your job well.,Ex. 5Translate the following sent