Unit 2International Marketing

Unit2InternationalMarketing国际营销 Unit2InternationalMarketingOverviewVocabulary marketingcollocationsReading internationalmarketingmixLanguagereview nouncompoundsandnounphrasesSkills brainstorming Thelaststageoffittingtheproducttothemarketisfittingthemarkettotheproduct CliveJames Australianwriterandbroadcaster Staringup Whatproductsdoyouknowthataremarketedinternationally Discussthesequestions groupwork Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket Whatkindsproblemdocompaniesfacewhentheygointernational Whatmethodscancompaniesusetoenteroverseasmarkets C Coca Colahashadseveralsuccessfulslogans Forexample I dliketobuytheworldaCoke Can tbeatthefeeling Cokeaddslife Whatslogansforproductshaveimpressedyou Explainwhy Eachgroupfinds3famousslogans D Choosethreeproductsanddiscussideasforsloganswhichcouldbeusedthroughouttheworld Maotai eachgroup3slogans brainstorming Vocabulary marketingcollocations A Completethestatementswithsuitablemarketingexpressionsfromthebox buyinghabits economicsituation governmentbureaucracy incomedistribution monetaryregulations politicalstability Becauseoftight companyprofitscouldnotbetakenoutofthecountry Redtape 繁琐手续 andotherexamplesof hinderacompany sentryintoamarket Thecountryisattractivetoexportersbecauseithasenjoyed forthelast50years monetary currencyregulations governmentbureaucracy politicalstability 4 Thepurchasingbehaviourofconsumerscanbedescribedastheir 5 The isimprovingleadingtoariseinemployment 6 isatermusedbyeconomiststodescribehowwealthissharedinacountry buyinghabits economicsituation Incomedistribution B Discussthesequestions groupwork Whataresomeofthemainbenefitsofpoliticalstability Howwouldyoudescribethepresenteconomicsituationofourcountrycomparedto20yearsago Wouldyouliketoseeamoreequalincomedistributioninourcountry Explainwhyorwhynot C Lookatthewordsandphrasesbelow Underlinetheoddoneout a growingmarketc expandingmarketb developingmarketd decliningmarket2 a swampamarketc floodamarketb corneramarketd saturateamarket3 a opinionpollc spotcheck 现场检查 b focusgroupd survey4 a marketsectorc marketsegmentb marketpotentiald marketniche 环境 5 a internationalmarketc domesticmarketb overseasmarketd worldwidemarket6 a launchaproductc bringoutaproductb introduceaproductd exhibitaproduct7 a sluggishmarketc stablemarketb flatmarketd volatilemarket8 a pointofsalec enduserb retailoutletd salesnetwork 9 a specialofferc discountb freesampled slogan10 a intermediaryc wholesalerb distributord exporter Reading InternationalmarketingmixThinkofsomeglobalbrands forexampleinthecar fastfoodorsoftdrinkindustries Howaretheytailoredtomeetlocalneeds groupdiscussion Whataretheadvantagesanddisadvantagesofadaptingaproducttodifferentoverseasmarkets groupdiscussion Readthearticle Thencompletethetablethatfollowsit D Whatothercompaniesdoesthearticlemention Whatdoesitsayabouttheirmarketingapproaches Rolex WatchesSameapproacheverywhereforhighachievers upmarketdistributionoutlets premiumprice Line74 miningallmarketsforrelevantinformationGatheringinformationfromdifferentmarketsLine86 Meldingproductideas Combiningproductideas E Discussthefollowingquestions Howhasnewtechnologycontributedtothedevelopmentofnewproducts accordingtothearticle pairwork TheadventoftheInternetandIntranetshasthepotentialtoacceleratetheprocessofminingallmarketsforrelevantinformationandforfeaturesthatcanbeincludedinnewproducts line71 2 HowdoJapanese USandGermancompaniesdifferintheirapproachestoproductdevelopment pairwork Japanesecompaniestendtobelievemuchmoreingettingnewproductstomarketandthengauge 判断 thereactiontothem line96 UScompaniestendtousemoreformalmarketresearchmethods line107 ForGermancompanies productdevelopmentschedulestendtobemoreimportant line111 F Choosethebestdefinitionofthewordsbelowexorbitantly line23 muchhigherthanusualmuchlowerthanusualthesameasusual2 spectrum line52 rangeb choicec potential3 customise line55 designspeciallyorderspeciallytestspecially promise line59 chooseamiddlewaymakeapromiseachieveyouraim5 gauging line100 assessingguessingpredicting Reading Unit2InternationalMarketingReadingFindingtherightinternationalmix 寻找适当的国际营销组合 Languagereview NouncompoundsandnounphrasesNouncompoundsarecommoninbusinessbecausetheyareshorterandmoreconvenientthannounphrases Forexample anexportlicenseratherthanalicensetoexportaconsumerprotectionlawratherthanalawfortheprotectionofconsumers 2 Newcompoundsareformedallthetime Therearenoabsoluterulesaboutspelling Sometimestheyaretwowords withorwithoutahyphen andsometimes whenwidelyestablished theybecomeone Forexample Dataprotectiondata miningdatabase 3 Longernounphrasesarealsocommon Theymayconsistofadverbs adjectivesandcompoundnouns Thefollowingpatternsaretypical Findnounphrasesinthearticleonpage16whichhavesimilarmeaningstothephrasesbelow thingsthatmakeaproductdifferentforaparticularcountry para 2 generaltrendsinthewaypeoplebuyandusegoods para 3 waysofdevelopinganewproduct para4 country specificdifferentiatingfeatures L16 changingconsumptionpatterns Line37 newproductdevelopmentstrategies Line53 4 placeswhereworldwidemarketsareinvestigated para6 5 placeswheresoftwareisproduced para 7 6 methodsofinvestigatingmarkets para 7 7 programmesfordevelopinggoods para 7 8 choicesaboutprice product promotion place para 8 globalresearchlaboratories Line78 softwaredevelopmentestablishments Line88 formalmarketresearchmethods Line109 productdevelopmentschedules Line111 marketingmixdecisions Line127 9 aplacewhereexpensivegoodsaresold para 9 10 ahighpriceforsomethingspecialorunusual para 9 upmarket 高档的 distributionoutlet Line150 premiumprice Line152 C Thewordsineachofthenounphrasesbelowareinthewrongorder Writethephraseinyourtableintheircorrectform pairwork 1 ImpressivefiguressalesreallyReallyimpressivesalesfiguresadv adj n n 2 DepartmentnewpublicrelationsNewpublicrelationsdepartment3 HighlyresearchmarketambitiousprogrammeHighlyambitiousmarketresearchprogramme4 OverseasexpandingoperationsExpandingoverseasoperations5 RapidlysheetbalanceimprovingRapidlyimprovingbalancesheet 6 ExtremelyrateexchangevolatileExtremelyvolatileexchangerate7 HighlymarketingreportconfidentialHighlyconfidentialmarketingreport8 SuccessfulincrediblyfairtradeIncrediblysuccessfultradefair Skills Brainstorming 头脑风暴法 Brainstormingisausefulwayofgeneratingcreativeideasinmeetings Decidewhichtipsbelowaregoodadviceandwhichonesyoudisagreewith pairwork Explainthepurposeofthemeetingclearly Askeachpersontospeakinturn startingwiththemostsenior Announcethetimelimitforthemeeting Avoidcriticisingorjudgingideasduringthesession Encourageideas howeverunusualtheymaybe Don tinterruptwhenpeopleareofferingsuggestions Makesureeveryonekeepstothepoint Don tspendtimeondetails 2 1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited Thenanswerthesequestions Whatisthepurposeofthemeeting 2 Whattypesofpromotionarementionedbyparticipants 2 1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited Thenanswerthesequestions Whatisthepurposeofthemeeting TodeveloppromotionalideasfortheBusinessSolutionswebsite 2 Whattypesofpromotionarementionedbyparticipants Advertisingontelevisionandradio on linepromotion directmailing pressadvertisingintraditionalnewspapers businessmagazinesandjournals C 2 2Nowlistentotherestofthemeetingandanswerthesequestions Whatotherideasforpromotingthewebsitearementionedbyparticipants 2 Whenisthenextmeeting Whatinformationwilltheparticipantsgetthen C 2 2Nowlistentotherestofthemeetingandanswerthesequestions Whatotherideasforpromotingthewebsitearementionedbyparticipants Sendamailingtothenamesofthecontactbase containingabrochureand oraCDRom anevent forexampleonariverboat billboardadvertising 2 Whenisthenextmeeting Whatinformationwilltheparticipantsgetthen Nextmeetinginthreeweeks informationonthebudgetandthecostofthedifferentpromotionalactivities Usefullanguage StatingobjectivesThepurposeofthemeetingthismorningis Tentative 犹豫地 尝试地 Neutral 中立地 T N MakingsuggestionsIthinkwecouldsendoutglossybrochures Tentative Neutral T N ExpressingenthusiasmThat sgreat Strong S