Unit新职业英语市场营销英语_Unit_Market_Survey_and_analysisppt课件

.,Unit1MarketSurveyandAnalysis,市场营销英语EnglishforSalesandMarketing,-2-,2020/5/3,Contents,Warming-up,ReadingA,Listening,ReadingB,Writing,Project,VocabularyandStructure,Speaking,-3-,2020/5/3,Warming-upActivity,-4-,2020/5/3,Warming-up:Task1,1.c2.a3.e4.b5.d6.f,-5-,2020/5/3,Warming-up:Task2,1.D2.B3.C4.A,-6-,2020/5/3,ReadingActivityA,Forbackgroundinformation,clickHERE.,-7-,2020/5/3,ReadingA,TierTale:HowMarketersClassifyCitiesinChinaUnileversLiptonMilkTeaisararesuccessstoryinChinaformarketerstryingtomovebeyondthethreefirst-tiercities:Beijing,ShanghaiandGuangzhouwhicharehometoChinasmostwell-heeledconsumers.UnileverhasdoneagreatjobwithLipton,especiallyintermsofclassifyingcitiesinChina.WhenmarketersenterChina,theytypicallyevaluatethecountryscities,givingeachlocaleatierdesignationmostadvertisersuseafour-orfive-tiersystem,althoughonemarketeractuallyhastenclassificationlevels.Acityisassignedtoatierbasedonthesize,purchasinghabits,disposableincomeofitspopulationandsoon.,声音,翻译,-8-,2020/5/3,ReadingA,TieroneisreservedforBeijing,Shanghai,GuangzhouandsometimesShenzhen.Tiertwohasabout30cities,mostlyprovincialcapitalsthathaveapopulationofmorethan5millionpeople.Tierthreehasabout150countycapitals,eachofwhichhasmorethan1millionpeople.Tierfourcoversthousandsoftownsranginginsizefrom100,000to1millionpeople,andtierfiveincludesChinassmallesttownsandvillages.Evenwithinthisgeneralframework,marketerssegmentChinaindifferentways.Anta,oneofChinasleadingsportswearbrands,segmentsthecountryinto10tiersforitsretailoutletsbasedonthepriceofrealestateineachtown.SoDalian,aseasideresort,ranksasafirst-tiercityforAntabutwouldbeconsideredtobethesecondtierbymostmarketers.,翻译,-9-,2020/5/3,ReadingA,Sowecanseethattheclassificationofcitiesvariesdependingonacompanysproductsandgoals.Everyonehasadifferentunderstandingofthetiersandthereareoftengreatrewardstobegainedinlower-tiercities.Lenovo,forinstance,iswrappingupayear-longroadshowthatvisited1,000fourth-andfifth-tiercitiesandtowns.Thoseareasaccountedformuchofthecompanysdouble-digitgrowthinChinaduringthepastyear,despiteongoingpricewarswithlocalrivals.ConsumersincitiessuchasHangzhou,ShenzhenandDongguanoftenhavegreaterspendingpowerthanShanghaineseorBeijingersbecauseoftheirlowercostofliving.WhilethattrendletsluxurymarketerslikeLouisVuittonopenprofitableshopsinadozensecond-tiercities,smallercitiesremainanenormouschallengeformass-marketbrands.,翻译,-10-,2020/5/3,ReadingA:Task1,Beforereadingthepassage,discusswithyourpartnerswhatarethecriteriausedbyamarketertoclassifycitiesinChina.,Population,purchasingpower,disposableincome,thepriceofrealestate,purchasinghabits,transportation,economicgrowth,economicoutput,geography,etc.,-11-,2020/5/3,ReadingA:Task2,BecauseLiptonMilkTeamovedbeyondthefirst-tirecities.Theyoftenevaluatecitiesandassignthemtodifferenttiersaccordingtosuchcriteriaassize,purchasinghabitsanddisposableincomeofpopulation.Four.Beijing,Shanghai,GuangzhouandsometimesShenzhen.Becausetheircompaniesmayhavedifferentproductsandgoals.Becausetherearegreatrewardstobegainedinthoseareas.,-12-,2020/5/3,ReadingA:Task3,1.F2.F3.F4.F5.F,-13-,2020/5/3,ReadingA:Task4,(Openanswer),-14-,2020/5/3,ListeningActivities,-15-,2020/5/3,Listeningtask1,1.B2.A3.C4.C,-16-,2020/5/3,Listeningtask2,Twoyears.Itsparticularlysuitableforwashingwoolenandsilkgarments.Shelikesverymuch.Shethinksitsamazing.Theprice.Becauseitsabitexpensive.,-17-,2020/5/3,Listeningtask3,1.F2.F3.T4.F5.F,-18-,2020/5/3,Listeningtask4,marketsurvey,feedback,preparedtotryit.,potential,shelfspace,-19-,2020/5/3,Listeningtask5,1.distribution2.feasible3.thorough4.spelling,-20-,2020/5/3,SpeakingActivities,-21-,2020/5/3,Speakingtask1,A:Iwonderifyoucouldhelpmewiththisproblem.B:Yes,certainly.A:Thanks.Thatwouldbeagreathelpforme.,-22-,2020/5/3,Speakingtask2,SampleA:Whatkindofclothesdoyouusuallyliketobuy?B:Iliketobuyjeansbecausetheyareneveroutoffashion.A:Whatbrandsdoyouusuallychoose?B:Well,IusuallychooseKappaandNike.,-23-,2020/5/3,Speakingtask3,Goodmorning,everybody.Thepurposeofthissurveyistoidentifystudentsclothesbuyinghabits.40studentswerequestionedaboutthebrand,style,materialandpricetheywouldtakeintoaccountwhenbuyingclothing.30studentsrespondedthattheywouldchooseno-brandclothesduetotheircomparativelylowerprice,andtherest10wouldchoosesomefamousbrands.25studentsprefercottonleisureclothes.Onereasonisthatcottonclothesarecomfortable;anotherreasonisthattheyarecheap.Whenaskedtheprice,38studentsexpressedthattheywouldchooseaffordableclothes.Thesurveyresultsindicatethatpriceisthekeyfactorinfluencingstudentsclothesbuyingbehavior.Leisureclothesaremoststudentsfavorite.,-24-,2020/5/3,Speakingtask4,Sample1A:Youvedoneagreatjob!B:Really?Imsogladyouthinkso.A:Imverypleasedwithyourwork.B:Thankyouverymuch.Sample2A:Iamreallydisappointedbyyourlackofeffortonthisproject.B:Imterriblysorry.Iwasinpoorhealthduringthatperiod.A:Oh,butnexttimeyouneedtobemorefocused.,-25-,2020/5/3,ReadingActivityB,-26-,2020/5/3,ReadingB,QuestionnaireonFoodPurchaseThisquestionnaireaimstomeasurepeoplesconsumptionhabitsaswellasthefactorsthatcaninfluencepeoplespurchasingdecisionsforfunctionalfoodproducts.Allinformationinthequestionnairewillbetreatedwiththestrictestconfidentialityandweguaranteenoinformationwillberevealedthatcouldlinkaparticularrespondenttothisresearch.Thequestionnaireisdividedintothreesections.Thefirstsectionasksquestionsabouttherespondentsbackground,thesecondsectionisaboutpeoplesconsumptionhabits,andthethirdsectionasksquestionsaboutdifferentinfluentialfactorsforconsumerspurchasingdecisions.Thereisno“right”or“wrong”answertothequestionsinthissurvey.Pleasetakeasmuchtimeasyouneedtocompletethequestions.,translation,-27-,2020/5/3,ReadingB,SectionI:Respondentsbackgroundinformation1.GenderMaleFemale2.AgegroupLessthan182530364045+1824313541453.EducationlevelHighschoolorbelowUndergraduatePhDCollegePostgraduate4.Incomepermonth(RMB)1,000orless2,0013,0004,0015,0001,0012,0003,0014,0005,001orabove,translation,-28-,2020/5/3,ReadingB,SectionII:Purchasinghabits&attitudes5.FrequencyoffunctionalfoodspurchasingOnceperweekOncepermonthOnceperhalfyearOncein15daysOnceinthreemonthsOnceperyearormore6.Averagespendingonfunctionalfoodspermonth(RMB)1,001orabove601800201400100orbelow8011,0004016001012007.SourcesofinformationaboutthefunctionalfoodsMagazinesTVReferencegroupInternetWordofmouthOthersSectionIII:FactorsaffectingpeoplespurchasingdecisionsTasteOrganicingredientsSpecificneedPromotionPriceSourceofnutrientsHealthbenefitsBrand,translation,-29-,2020/5/3,ReadingB:Task1,Supposeyouarearespondentofthesurvey.Completethequestionnaireasdirected.(Openanswer),-30-,2020/5/3,ReadingB:Task2,1.d2.i3.a4.b5.c6.j7.e8.f9.g10.h,-31-,2020/5/3,ReadingB:Task3,市场分析有两种不同的表现形式。第一种形式是投资者用以进行市场研究，确定市场走势，以做投资决策的方法。第二种形式是营销商分析目标客户市场并确定增加销售额、提高收益率的最佳方案的范围。,-32-,2020/5/3,Writing,ThebarchartindicatesthatdifferentchannelsforChinesepeopletogettoknowcosmetics.Ascanbeseenfromthechart,84%respondentsgettoknowcosmeticsfromadsonTV,Internet,newspaperandmagazines.Thisrevealsthatadsarestillthemosteffectivewaytopromoteproducts.Whilethetraditionalmedia,namely,printmediaandaudiovisualmedia,haveremainedabigpartinpeoplesdailylife,theInternetisbecomingamajorchannelpeoplegettoknownewproducts.Inaddition,wordofmouthisalsoagreatmarketingtool.Inbrief,advertisingstillplaysaveryimportantroleinproductpromotion,thusmanufacturersshouldfocusonboththetraditionalandnewmediatoadvertisetheirproducts.,-33-,2020/5/3,Project,ThisprojectenablesSstogothroughthewholeprocessofmarketresearch.Inordertocompleteitsuccessfully,Ssshouldusetheknowledgeandskillstheyvelearnedfrompreviousactivities.Thetaskrequiresthemtogatherinformationonacertainproducttheywouldliketoanalyze.Theyneedtocarryoutamarketresearchbyhandingoutquestionnairestotheirclassmates.Withafullanalysisofcustomerneeds,Sscansummarizethesurveyresultsandformacompleteideaoftheirproductbywritingananalysisreportonit.,-34-,2020/5/3,VocabularyandStructure,-35-,2020/5/3,Vocabulary&Structure:Task1,1.outlet2.enormous3.well-heeled4.resort5.luxury6.guarantee7.rival8.segment9.tier10.retail,-36-,2020/5/3,Vocabulary&Structure:Task2,typically,digital,designation,confidentiality,respondents,provincial,disposable,guaranteed,revelations,evaluation,-37-,2020/5/3,Vocabulary&Structure:Task3,wrapup,well-heeled,locale,rangingfrom,accountfor,enormous,rival,segment,Onaverage,intermsof,-38-,2020/5/3,Vocabulary&Structure:Task4,refusedtorevealthecontentsoftheletter.,arethroughtraditionalretailoutlets.,intermsofbothquantityandquality.,Idliketoquicklywrapupthismeeting,cantguaranteethatthetrainscanarriveontimeinfoggyweather.,-39-,2020/5/3,ReadingABackground,TiersystemInChina,majorcitiescanbedividedintotiersbasedonanumberoffactors,includingpopulation,disposableincome,geography,infrastructure,andhistoricalandculturalsignificance.Thereisnoofficialgovernmentclassificationofthesetiers.Onemarketerssecondtiermaybeanothersthird,andviceversa.,back,-40-,2020/5/3,ReadingATranslation,分级故事：营销商如何划分中国城市等级许多营销商正在努力将业务扩展到除中国三个富人聚集的一线城市北京、上海、广州以外的其他地方。联合利华旗下的立顿奶茶成为此举中为数不多的成功者。联合利华的立顿奶茶做得非常出色，尤其在中国城市划分方面更为突出。进入中国市场前，营销商通常都会对中国的城市进行评估，并划分级别。广告商大都将中国城市划分为4或5个等级，而营销商则将其划分为10个等级。一个城市划分到哪个等级取决于该城市人口的数量、购买力和可支配收入等因素。,-41-,2020/5/3,ReadingATranslation,分级故事：营销商如何划分中国城市等级一线城市包括北京、上海、广州，有时还包括深圳。二线城市30个左右，主要是人口超过500万的省会城市。三线城市150个左右，是人口在100万以上的县城。四线城市包括数千个城镇，人口从10万到100万不等。五线城市则包括了中国最小的城镇和村庄。即便在这样一个整体框架之下，营销商对中国的市场细分方式还是有所差别。作为中国主要运动品牌之一的安踏，根据各城镇的不动产价格将全国划分为10个等级，为其设立零售店提供依据。因此海滨旅游胜地大连因其高房价被安踏划为一线城市，而大多数营销商则将其划为二线城市。,-42-,2020/5/3,ReadingATranslation,分级故事：营销商如何划分中国城市等级由此我们可以看出，城市的等级划分方式因公司产品及目标的不同而有所差异，各公司对等级有着不同的理解。在一些级别较低的城市，经常也有丰厚的利润回报。例如，联想即将结束其长达一年、覆盖1000多个四、五线城市的巡回宣传活动。虽然联想与当地同行的价格战仍在持续，但这些地区的经济回报对联想去年在中国实现两位数的增长功不可没。杭州、深圳、东莞等城市的消费者，由于其生活成本低于上海、北京的消费者，因此，其购买力也相对较强。尽管这一趋势让一些奢侈品牌，如路易威登，在一些二线城市有利可图，但大众品牌若要在小城市盈利仍存在巨大的挑战。,-43-,2020/5/3,Listeningtask1Script,Simon:Goodmorning,madam.IamSimonBrownfromAlcon.Imdoingamarketsurveyonlaundrydetergents.Iwonderifyouwouldmindansweringafewquestions.Housewife:Docomein.Whatinformationdoyouwant,Simon?Simon:Idliketoknowwhichbrandsoflaundrydetergentyouusuallyuse.Housewife:IusuallybuybrandslikeCheer,Persil,TideandOh,Icantremember.Simon:Butdontyouhaveapreferenceforanyparticularbrand?Housewife:Notreally.ImusuallyinahurryandjustpickupwhateverisathandsolongasIrecognizethebrand.Simon:Sothatmeansyoubuywhicheverbrandsthesupermarketchoosestosupply?Housewife:Yes.Simon:HaveyouboughtthebrandMiracle?Housewife:Sorry,Ihaventheardofit.Simon:Maybeyoucouldtryitnexttime.Housewife:Yes,IwillifIseeit.,-44-,2020/5/3,Listeningtask2Script,Simon:Goodmorning,madam.IamSimonBrownfromAlcon.Housewife:Yes?Simon:Iamconductingamarketsurvey.Iwonderwhetheryoucouldgivemesomeinformationaboutthebrandsoflaundrydetergentsthatyouuse.Housewife:Sure,pleasecomein.Simon:HaveyoueverusedthebrandMiracle?Housewife:Yes,infactIvebeenusingitforthelasttwoyears.Simon:Wow,youarealoyalconsumer.Whatdoyoulikeaboutit?Housewife:Well,apparentlyitdoesntdamageprotein-basedfiberssoitsparticularlysuitableforwashingwoolenandsilkgarments.Simon:Yes,whatelse?Housewife:Thescent.Miraclesmellsamazing.Evenaweekorsoafterwashing,theclothesstillsmellfresh.Simon:Thankyou.Itisgoodtoknowwehavesuchahappycustomer.Idbetteraskthough,isthereanythingthatyourenotpleasedwith?Housewife:Onlytheprice.Itsabitexpensive!Simon:Isee,butofcourseitisverygoodquality.Well,thankyouforyourtime.Housewife:Mypleasure.,-45-,2020/5/3,Listeningtask3Script,Simon:Goodafternoon.IamSimonBrownfromAlcon.Couldyouhelpmetodoamarketsurveyonlaundrydetergents?Housewife:OK.DoIhavetofillinaquestionnaire?Simon:Notexactly.Imtakingnotesonconsumersexperienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Housewife:Yes,Ihave.Simon:Haveyouusedit?Housewife:No,notyet.Simon:Thenwhatbrandareyouusingnow?Housewife:IuseMG.Simon:WhydoyouchooseMG?Housewife:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworkswell.Itremovesmoststainsandcleanseffectively.And,itsnottooexpensive.Simon:Isitpowderorliquid?Housewife:Powder.MGdoesntcomeinaliquidform.Simon:Well,madam,maybeyoucouldtryMiracle.Weprovidebothpowderandliquiddetergents.Bothofthemfunctionverywell.Theycanevenremovetoughgrease.Housewife:Thatsgood.Doyouhaveasampleformetotry?Simon:Sorry,Ihaventbroughtanysamplestoday.ButIllsendyousometomorrowmorning.Housewife:Great.Thankyouverymuch.Simon:Yourewelcome.,-46-,2020/5/3,Listeningtask4Script,Alice:Goodmorning,Simon.Didyoucompleteyourpartofthemarketsurveyyesterday?Simon:Yes.Ivisited137housesinmyarea.Alice:Whatwasthefeedback?Whatdotheythinkofourproduct?Simon:LessthanonethirdoftheconsumersareusingMiracle.Twothirdshadntheardofit.Iexplainedtheadvantagesandhavesentthemsomesamples.Theysaidthattheywouldbepreparedtotryit.Alice:Welldone!Simon:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Alice:Thatsapotentialproblem.Anythingelse?Simon:Someconsumersdonthaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Ithinkweshoulddosomeworkwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.Alice:Goods