新境界职业英语综合教程2精华版 课件 unit 1PPT课件

Task1 Workinpairs Talkaboutwhatthefollowingproductsare ApproachingWorkplace Back electricunicycle bicyclelamp toaster motorcyclecar Nowdiscussthequestionsbelowandthenreporttoyourclass 1 Whataretheaboveproductsusedfor Task2 Electricunicycleisthesmallest greenest mostconvenient PeopleMover Itiscompactandfuntoride Abicyclelampisforlightingtheroadway anditisveryhelpfultotheriderwhoridesatnight Atoasterisdesignedtotoastdifferenttypesofdeliciousbread Amotorcyclecarisakindoffashionablecartoride Back 2 Whatpricecanyouguess Doyouthinkit sreasonableortoohighforyou 3 Wherecanyoubuytheseproducts Task2 Electricunicycle about 3000Bicyclelamp about 100Toaster 多士烤机 about 500Motorcyclecar from 80 000 Back Electricunicycle sportsshops motorcycleshopsBicyclelamp bicycleshops sportsshopsToaster supermarkets houseawareshops electricapplianceshopsMotorcyclecar motorcycleshops 4 Whatdoesthepictureinthecentertellus 5 Howdoesamanufacturercommunicateanewproducttoconsumers Task2 Ifthepriceofaproductistoohigh therearefewerpeopletobuyit Ifthepriceistoolow therearetoomanypeopletobuyit Back Theyinformconsumersbyadvertising WorkplaceCommunication Back Youwillhearfivestatements Listentothemcarefullyandmatcheachstatementwiththecorrespondingpicture e d c b a Back Listentothestatementsagainanddecidewhetherthesesentencesare Right or Wrong Ifthereisnotenoughinformationtochoose Right or Wrong choose Notmentioned 1 Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity a Right b Wrong c Notmentioned 2 AlfaRomeoCompanypricesitsnewsportsbicycleat 2900 a Right b Wrong c Notmentioned Back 3 Siemensrunsapromotiononitswashingmachineoffering 30cashback a Right b Wrong c Notmentioned 4 Adidassellsitssportswearproductsinspecialistshops a Right b Wrong c Notmentioned 5 Coca Colalaunchesalotofnewproductstoboostitssales a Right b Wrong c Notmentioned Scripts Back UsetheRightWord Herearetwogroupsofwordsfrequentlyusedinmarketing Ineachgroup deleteonewordwhichdoesnotgowiththeoneinthecircle apromotion make have theboss put aproduct price sell market advertise Back promote join 1 Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity 2 AlfaRomeoCompanypricesitsnewsportsbicycleat 2900 3 Siemensrunsapromotiononitswashingmachineoffering 30cashback 4 Nikesellsitssportswearproductsinspecialistshops 5 Pepsilaunchesalotofadvertisingcampaignstoboostitssales Scripts Back WorkplaceCommunication ListeningIn Situation JaneandPeterarestaffintheMarketingDepartmentofasportsdrinkscompany Theyaretalkingaboutmarketingstrategiesforanewproduct Listentothemodeldialogueandfillintheblankswithwhatyouhear Back ModelDialogue Jane Peter whoarethe ofournewproducts Peter Em Ithinkathletesandthosewhoregularlydosportsareour Jane That sright So what canweusetolaunchthenewproducts Peter Goodquestion I mconsideringmaking sponsoringsomesportseventsandoffering insomebigstores Jane Goodidea Well wherearewegoingtosellourproducts Peter Ithinkourmainsaleschannelswillbestores supermarketsandhypermarkets Jane Soundsgreat ListeningIn potentialcustomers targetcustomers marketingtools someTVcommercials Back somefreesamples Listentothemodeldialogueagainandcheckyouranswers Thenpracticethedialogueandtrytorole playitwithyourpartner Whenyourole playit youareexpectedtousetheMindMapbelow butdoNOTlookatthemodeldialogue SpeakingOut Scripts Back Back Jane Peter whoarethepotentialcustomersofournewproducts Peter Em Ithinkathletesandthosewhoregularlydosportsareourtargetcustomers Jane That sright So whatmarketingtoolscanweusetolaunchthenewproducts Peter Goodquestion I mconsideringmakingsomeTVcommercials sponsoringsomesportseventsandofferingsomefreesamplesinsomebigstores Jane Goodidea Well wherearewegoingtosellourproducts Peter Ithinkourmainsaleschannelswillbestores supermarketsandhypermarkets Jane Soundsgreat Scripts Back ListentothedialogueandfillinthemissinginformationonthefollowingMindMap Situation AnnaandBillarefromtheMarketingDepartmentinMideaCompany Theyaretalkingaboutthepromotionoftheirnewair conditioners ListeningIn Back in storepromotions LaborDay featuresoftheproduct prices TVcommercials Back Listentothedialogueagainandcheckyouranswers Thenrole playitwithyourpartnerbyusingtheaboveMindMap SpeakingOut Back Scripts Anna Hi Bill Asforournewair conditioners whatshouldweputinthecatalogue Bill Letmesee thepicturesandfeaturesoftheproduct ofcourse Andwarrantyandpricesarealsonecessary Anna Ok Well whatdoweneedtodoforthispromotion Bill Em Forthispromotion IthinkTVcommercialsandin storepromotionswillhelp Anna Yeah Iagreewithyou So whendoyouthinkisthebesttimeforourpromotion Bill IthinkLaborDayandNationalDayareagoodtime Anna Soundsgood Scripts Back Task1 ReadthefollowingMiniTextandfindthewordorexpressionthatmatchesthecontextmeaninggiven a aplaceorapositionofsomethingb only justc abletobeobtained taken orusedd done occurring ormadeonlyoncee tomakeareservationf toliftsomethingfromalowertoahigherposition location exclusively available one off book raise MiniText Back Back Note WordTips It sthetimeofyearwhenweraiseaglasstoourfamilyandtoourfriends Toourpastsandtoourfutures It sthetimeofyearwhenweraiseaglasstoourdreamsandtoourhopes Inshort it sthetimeofyearwhenthere salotofpressureonaglass BackgroundInformation Back raisev 举起availableadj 能得到的locationn 位置one offadj 一次性的bookv 预订exclusivelyadv 仅仅 Back WordTips Crate Barrel a170 storechainofAmericanretailstores basedinNorthbrook Illinois specializinginhousewares furnitureandhomeaccessories拥有170多家分店的美国零售连锁店 专营家居用品 Note TranslationofMiniText 一年中有这样一个时刻 在这个时刻 我们向家人和朋友们举杯 我们向过去与未来举杯 我们向梦想与希望举杯 总之 我们把所有的重托都寄予这只杯 Back Back 梅赛德斯 奔驰汽车目前已开通以下地区的租赁服务 日租价 从尼斯出发9英镑 天 从西班牙马拉加出发12英镑 天 从巴塞罗那出发12英镑 天 从伦敦塔桥出发14英镑 天 从格拉斯高出发9英镑 天另加一次性5英镑的准备费 即将开通更多的租车点 现在就上网预订吧 easyR 1 Crate Barrel foundedin1962 isa170 storechainofAmericanretailstores basedinNorthbrook Illinois specializinginhousewares furniture indoorandout andhomeaccessories ItscorporatenameisEuromarketDesigns Inc anditismajority ownedbyOttoGmbH Crate Barrelhastwosisterstores CB2isahomefurnishingsdivisiongearedtowardyoungadultscreatedin2000 TheLandofNodsellshomefurnishingsandgiftsforchildren Formoreinformation Tcanloginthewebsite Tobecontinued Back Back 2 easyC thelowcost onlinecarhirespecialist isoneoftheleadinginternationalcarrentalbrokerswithaworldwidenetworkofmorethan3 500carhirelocationsinover60countries easyCaroffersawiderangeofvehiclesforyourcarhirefromsuper miniandcompactcarstoMPV sandluxurycarsatgreatvalueformoney Formoreinformation Tcanloginthewebsite Tobecontinued 3 Nice 尼斯 isacityinFrance Malaga 马拉加 isacityinSpain Barcelona 巴塞罗那 isacityinSpain LondonBridge 伦敦桥 isabridgeovertheRiverThames connectingtheCityofLondonandSouthwark incentralLondon Glasgo 格拉斯哥 isacityinGreatBritain Back Theend WorkwithyourpartnerandanswerthefollowingquestionsaccordingtotheMiniText Task2 PairWork 1 Whatdoesthefirstpictureadvertise 2 Whoisthemanufactureroftheproductinthefirstadvertisement Itadvertisesglasses Crate Barrel Back PairWork 3 Whatisthesecondadvertisementfor 4 HowmuchdoesitcosttorentacarperdayfromLondonBridgeaccordingtothesecondadvertisement 5 Howcancustomersbooktheserviceinthesecondadvertisement Itisforrentingcars Itcosts 19 Customerscanbookitthroughthewebsite easyR Back ReadingText ReadytoGo Task2 Task2 Task2 Text Back Readytogo MarketingandMarketingMix I DefinitionofMarketing Puttingtherightproductintheright attheright attheright II MarketingMix SkimtheTextforthekeypointsandfillintheoutlinewithnecessaryinformation ReadingText Back 4Ps Product place price time Price Place Promotion Readytogo Processes Physicallayout ReadingText Back 4Ps People III OtherMarketingMixModels 7Ps Customer 4Cs Communication Cost Convenience MarketingandMarketingMix Whatismarketing Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis Puttingtherightproductintherightplace attherightprice attherighttime It ssimple Youjustneedtocreateaproductthataparticularlygroupofpeoplewant putitonsalesomeplacethatthosesamepeoplevisitregularly andpriceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit anddoallthatatatimetheywanttobuy Thenyou vegotitmade 1 2 Back There salotoftruthinthisidea Butifyougetjustoneelementwrong itcanspelldisaster Youcouldbeleftpromotingacarwithamazingfuel economyinacountrywherefuelisverycheap orpublishingatextbookafterthestartofthenewschoolyear orsellinganitematapricethat stoohighortoolowtoattractthepeopleyou retargeting Themarketingmixisagoodplacetostartwhenyouarethinkingthroughyourplansforaproductorservice andithelpsyouavoidthesekindsofmistakes Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother The4Psare Product orService Price Place Promotion 3 4 Back Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix Herearesomequestionsthatwillhelpyouunderstandanddefineeachofthefourelements Product Whatdoesthecustomerwantfromtheproductorservice Whatneedsdoesitsatisfy Whatfeaturesdoesithavetomeettheseneeds Howandwherewillthecustomeruseit Price Whatisthevalueoftheproductorservicetothebuyer Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit Howwillyourpricecomparewithyourcompetitors 5 Back Place Wheredobuyerslookforyourproductorservice Iftheylookinastore whatkind Inaspecialiststoreorinasupermarket orboth Howcanyouaccesstherightdistributionchannels Promotion Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket Willyoureachyouraudiencebyadvertisinginthepress oronTV orradio oronbillboards Byusingdirectmarketingmailshots Throughpublicrelations OntheInternet Back The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears AmongsttheothermarketingmixmodelsthathavebeendevelopedovertheyearsisBoomandBitner s7Ps sometimescalledtheextendedmarketingmix whichincludethefirst4Ps pluspeople processesandphysicallayout andRobertLauterborn s4Cs Customer Cost ConvenienceandCommunication Back 6 10 1 Para 1 Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis Paraphrase Whenmanymarketersbegintoworkintheindustryofmarketing theyunderstandthedefinitionofmarketingis marketer someonewhosejobinvolvesencouragingpeopletobuyaparticularcompany sproducts bydecidingtheprice typeofcustomer andadvertisingpolicy市场营销人员 营销商e g Mikeisaglobalmanufacturerandmarketerofdifferentiatedchemicals 迈克是精细化学品的全球制造商及营销商 Back Tobecontinued StructureAnalysis thatmanymarketers theindustry isanattributiveclause modifyingtheantecedent definition e g TheshirtthatPeterboughtyesterdayafternoonisveryexpensive 皮特昨天买的那件衬衫很贵 Translation 许多市场营销人员刚进入该行业熟知的定义就是 Back Theend 2 Para 2 priceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit Paraphrase youneedto setthepriceofaproductatalevelwherethecustomersfeeltheproductisgoodforvalue price v todeterminethepriceofsth 定价 标价e g Theassistantpricedthegarmentsbeforeputtingthemondisplay 营业员先给服装标好价格再摆出来卖 Tobecontinued Back StructureAnalysis whichmatchesthevalue isanattributiveclause modifyingtheantecedent level and theyfeeltheygetoutofit isalsoanattributiveclause modifyingtheantecedent value Translation 把这个产品价格定位在消费者认为他们能够从中获得相匹配的价值水平 Theend Back 3 Para 3 Butifyougetjustoneelementwrong itcanspelldisaster Paraphrase Butifyoumakeamistakeforanyofthefourelementsofthe4Ps itcanbringaboutdisaster spell toexpectesp disaster dangerortrouble带来 尤指灾难 危险等 e g Ifyourprospectcustomersloseinterestinyournewproduct itmayspelldisastertoyourfirm 如果你的潜在客户对你新产品失去了兴趣 那么这可能会给你的企业带来灾难 Tobecontinued Back StructureAnalysis ifyou wrong isanadverbialclauseofcondition e g Ifitisfinetomorrow we llgotohaveapicnic 如果明天天气好 我们会去野炊 Translation 然而 即使你只是把其中一个因素弄错了 那也会带来灾难 Theend Back 4 Para 3 Youcouldbeleftpromotingacarwithamazingfuel economyinacountrywherefuelisverycheap Paraphrase Youwouldbeputinanawkwardsituationinwhichyoupromoteafuel savingcarinacountrywherefuelisverycheap beleftdoingsth beputinabadsituationofdoingsth 陷入做某事的尴尬境地fuel economy fuel saving节省燃料 Tobecontinued Back StructureAnalysis wherefuelisverycheap isanattributiveclause modifying country e g ThisisthecinemawhereImethimforthefirsttime 这就是我初次遇见他的电影院 Translation 你可能被置于这样的境地 在一个燃料很便宜的国家推销一种能惊人地节约燃料的汽车 Theend Back 5 Para 3 orsellinganitematapricethat stoohighortoolowtoattractthepeopleyou retargeting Paraphrase orsellingaproductatatoohighortoolowpricesothatitcannotattractyourtargetcustomers target totrytohaveaneffectonaparticulargroupofpeopleoraparticulararea把 作为目标e g Theircampaignsspecificallytargetyoungpeople 他们的竞选活动主要针对年轻人 Tobecontinued Back StructureAnalysis too to isacommonusageofinfinitive to Itsoften usedconstructionis too adj adv todo e g Lisawastootiredtoconcentrateonthistask 丽莎太疲惫了以至于没法集中精力来做这项工作 Translation 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 Theend Back 6 Para 4 Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother Paraphrase Themarketingmixandthe4Psofmarketingareoftenconsideredtobethesamething synonym awordwiththesamemeaningasanotherwordinthesamelanguage同义词 近义词e g Don tmixupthispairofsynonyms 别把这组近义词混淆了 Translation 市场营销组合和4Ps常常被看作是同义词 Theend Back 7 Para 5 Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix Paraphrase Agoodmethodtounderstandthe4Psisbyaskingquestionsthathelpexplainthemarketingmix define todescribeclearlyandexactlywhatsomethingis准确描述 给 下定义e g Definingtheword love canbeverydifficult 很难给 爱情 一词下定义 Tobecontinued Back StructureAnalysis thatyouneedtoasktodefineyourmarketingmix isanattributiveclause modifyingtheantecedent questions Translation 理解4P的一种好方法就是通过提问来定义市场营销组合 Theend Back 8 Para 5 Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit Paraphrase Whatistherightpriceofyourproductatwhichthebuyercanafforditandatthesametimeyourcompanycangetproperprofitfromsellingit afford tohaveenoughmoneytobuyorpayforsomething买得起 付得起e g Theapartmentistooexpensiveformetoaffordit 公寓太贵 我负担不起 Tobecontinued Back StructureAnalysis wherethebuyer sellingit isanattributiveclause with where functioningasarelativeadverb Theclausemodifiestheantecedent thepricepoint e g ThisistheplacewhereIwasborntwentyyearsago 这正是二十年前我出生的地方 Translation 什么是产品价格的平衡点 既让顾客买得起又让你的公司能从销售中获利 Theend Back 9 Para 5 Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket Paraphrase Bywhatmeansandatwhattimecanyousendyourmarketingmessagestoyourtargetmarket getsth across tosb tomakepeopleunderstandsomething使理解 使明白 表达e g HesometimeshastroublegettinghismeaningacrossinEnglish 他有时难以用英语表达自己的意思 Translation 你将在何时以何种渠道把你的市场营销信息传递到你的目标市场 Theend Back 10 Para 6 The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears Paraphrase Overtheyears manymarketingmixmodelshavebeendevelopedandthe4Psmodelisjustoneofthem StructureAnalysis that theyears isanattributiveclauseanditmodifiestheantecedent lists e g Rockisoneofthemarketersthathavebeenverysuccessfuloverthepastyear 在过去的一年里 Rock是公司非常成功的市场营销人员之一 Translation 4P模式是在这些年发展起来的众多市场营销组合理论中的一种 Theend Back 市场营销与市场营销组合 Para 1什么是市场营销 许多市场营销人员刚进入该行业熟知的定义就是 在适当的时间 以适当的价格 经适当的渠道 销售适当的产品 Para 2这很简单 你只需要创造出某一特定人群所需要的产品 把该产品放在这些人经常光顾的某个地方销售 并把这个产品价格定位在消费者认为他们能够从中获得相匹配的价值水平 并且在他们想购买该产品时做好这一切 于是你就完成该产品的市场营销了 Back Para 3这种想法有些道理 然而 即使你只是把其中的一个因素弄错了 那也会带来灾难 你可能被置于这样的一种境地 在一个燃料很便宜的国家推销一种能惊人地节约燃料的汽车 或者在新学期开始后才出版教科书 亦或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 Para 4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4P常常被看作是彼此的同义词 4P指的是 产品 或服务 价格 渠道 促销 Back Para 5理解4P的一种好方法就是通过提问来定义市场营销组合 下面的一系列问题可以帮助你理解和定义营销组合的四个要素 产品 顾客想要从产品或服务中获得什么 该产品或服务能满足什么需求 该产品或服务需要具备哪些特征以满足这些需求 顾客将如何使用 在什么地方使用该产品 价格 产品或服务对顾客的价值是什么 什么是产品价格的平衡点 既让顾客买得起又让你的公司从销售该产品中获利 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 那会是在何种类型的商店 是在专卖店还是在超市 还是两者都有可能 你将如何进入这些产品分销渠道 促销 你将在何时以何种渠道把你的市场营销信息传递到你的目标市场 你会以何种方式将产品广告传递给你的受众 通过报纸 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 64P模式是在这些年发展起来的众多市场营销组合理论中的一种 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7P模式 有时候也被称为扩展市场营销组合 它包括前4P 再加上人 过程及物质环境三个要素 还有罗伯特 劳朋特的4C模式 即顾客 成本 便利和沟通 Back Task1 1 Whatisthedefinitionofmarketing 2 Howmanymarketingmixmodelsaregiveninthetext Whatarethey Comprehension WorkinpairsandanswerthefollowingquestionsabouttheText Itisputtingtherightproductintherightplace attherightprice attherighttime Threemarketingmixmodelsaregiven Theyarethe4Ps the7Psandthe4Cs Back Task1 3 Whatelementsdoesthe4 Pmarketingmixinclude 4 Whatarethe7Ps 5 Whatisincludedinthe4Cs Comprehension The4 Pmarketingmixincludesproduct price placeandpromotion The7Psareproduct price place promotion people processesandphysicallayout Back Customer cost convenienceandcommunicationareincludedinthe4Cs Task2 1 Generally marketingincludescreatingaproductand municatingtheproducttoconsumersd alloftheabove Comprehension Choosethebestanswertothefollowingquestions Back 2 WhichofthefollowingexampleswillNOTleadtodisasterinmarketing a Promotingacarwithfuel economyinacountrywherefuelisverycheap b Promotingpicturebooksatprimaryschools c Publishingatextbookafterthestartofthenewschoolyear d Sellingaproductatapricethat stoohighforthepeopleyou retargeting 3 isthefirstelementoneneedstoconsiderinmarketing a Productb Pricec Placed Promotion4 Whatdoes meet meanin Whatfeaturesdoesithavetomeettheseneeds a See b Join c Pay d Satisfy Back Task2 5 WhichofthefollowingwaysofproductpromotionisNOTmentionedinthetext a Contactingpossiblecustomersbytelephone b Advertisingitonbillboards c Usingdirectmarketingmailshots d Advertisingitonradio 6 Whichofthefollowingtheoriesappearedfirst a The4Ps b The7Ps c The4Cs d Noneoftheabove Back Task2 IdentifyingMarketingActivities SyndicateActivities Back ConductingMarketingActivities ActionOne Workingroups DiscussthefollowingmarketingactivitiesandtellwhichP product price place promotion isinvolvedineachactivity andthenputitintheformbelow Thefirstonewasdoneforyou 1 Jamesdecidedtoselltheancientvasebyauction 拍卖 2 Hondamadealotofinnovationsandcreatedanewcar 3 Nikeopensmanyspecialtystores 专卖店 inChina 4 Thistravelagencyprovidesmanytravelingroutes 旅游线路 homeandabroad 5 Thecompanyislaunchinganadvertisingcampaignontheirnewproducts 6 Allthebusinessestakeproductcostsintoconsideration 7 Eachoftheproductsinthisshopissoldat 20 8 Jennyregisteredanonlineshoptosellherproducts 9 Inordertoattractcustomers