商务职场英语Unit_3PPT课件

Unit3Marketingtheproduct,Lessons,TeamProject,Review,AdditionalResources,EXIT,Unit3Marketingtheproduct,Lesson1Tellingtheworldaboutyourproduct,Lesson2Brands,Lesson3Findingoutwhatappealstotheconsumer,Lesson4You,too,candoithavingaplan,Lesson5Gettingtogetherandunderstandingitall,Lesson6Ifyoucanmakeit,theycanfakeit,EXIT,Unit3Marketingtheproduct,AdditionalResources,UnitTest,ReadingResources,AdditionalActivities,WritingResources,GrammarResources,EXIT,Inpairs,discussthequestions.,Lesson1Tellingtheworldaboutyourproduct,a,1.Oftheadvertisementsthatyousawonyourwayheretoday,whichcaughtyourattentionmost?2.Whatelementsofanadvertisementappealtoyouimage?color?language?design?humor?,Lookatthefollowingadvertisementsandwritephrasesfromtheadsintheappropriatecategories.,b,Key,rangeofmodels,1-yr.mfg.warranty,3-yr.warranty,lightweight,14-inscreen,10%off,Todayonly$810,from20%off,anadditional15%offsalesprice,Inpairs,answerthesequestionsabouttheadvertisements.,c,1.Whatproducts/servicesaretheseadvertisementstryingtosell?2.Whatagegroup(s)andsocioeconomicgroup(s)aretheyaimedat?3.Howeffectivedoyoufindtheadvertisements?,Inpairs,discussotheradvertisementsthatyouhaveseenrecentlythatcaughtyourattention.Useexpressionsfromtheboxtohelpyouifyouwish.,d,Thisadappealstomebecause.Ifinditattractivebecauseof.Ilikethegraphicsand.Itgivesmeasenseof.Itmakesmethinkof.,Listentoamarketingexpertexplainaboutthedifferenttypesofadvertising.Completetheinformationinthenotes.,e,factualinformationaboutprices,specialoffers,etc.,usuallyabouthouseholdproducts,oftenusedforbeautyproducts,cosmeticsurgery,beneficialchangesproductsbringtooneslife,claimsthatacompanysproductsorservicesarebetterthanthoseofthecompetition,Key,usedwithmanytypesofproductorservice,Script,Completethetextwiththeverbsinparenthesesinthepresentpassivevoice.,f,Advertisingisanessentialpartofmarketingaproductand(1)_(use)toinformpeopleaboutproductsandservices.People(2)_(persuade)tobuyproductsfordifferentreasons.Sometimesthey(3)_(convince)bythehopethattheproductwillimprovetheirappearance.Othertimes,they(4)_(make)tobelievethataparticularserviceissomehowbetterthananyother.Often,aproduct(5)_(purchase)simplybecauseit(6)_(need)inthehome.,isused,arepersuaded,areconvinced,aremade,Key,ispurchased,isneeded,Inpairs,writeanadvertisementforaproductorservice.Decideonyourtargetmarketandhowtomakeyourproductsoundattractive.,g,Usingtheinformationinyouradvertisements,trytopersuadeclassmatestobuyyourproductorservice.Usethelanguagesuggestionsbelow.,h,Speaker:Companiesadvertisetheirproductsforthreemainreasons.Thefirstreasonissimplytoinformthepublicthataparticularproductorserviceexists.Thistypeofadvertisementgivesfactualinformationaboutaproduct,providespricedetailsandinformationaboutanyspecialoffers.Thisiscalledinformativeadvertisinganditconcentratesonjustgivingtheessentialdetails.Itsoftenusedtogiveinformationabouthouseholdproductsthatpeoplebuyregularly.Thesecondtypeispersuasiveadvertisinganditsfunctionistoconvincepeopletobuyaproductorservice.Theadvertisementtriestoachievethisbytellingpeoplethattheproductorservicewillbringbeneficialchangestotheirlives.Thisoftenhappenswithcosmeticproductswhereapersonispersuadedthatacertainfacecreamwillridthemofwrinklesandmaketheirskinlookfresh,andyoung.Serviceslikecosmeticsurgeryworkonthesameprinciple.Thethirdtypeofadvertisingisknownascompetitiveadvertisingbecausethepurposehereistoconvincepeoplethataparticularcompanysproductsorservicesarebetterthananyotherproducedbyitscompetitors.Insomecountries,companiesareallowedtomentiontheircompetitorsbynameintheiradvertising.Inothercountries,thisisnotpermitted.,Lesson2Brands,Discussthesequestionsinsmallgroups.,a,1.Whoinyourgroupiswearingclothesorshoesofawell-knownbrand?2.Whyarethesebrandspopular?3.Whatisthedifferencebetweenalogo,abrand,andatrademark?Thinkofexamplesofeach.,Lookatthefollowingwordsandsymbolsandanswerthequestionsinpairs.,b,1.Whichofthesesymbolsdoyourecognize?2.Arethesewordsandsymbolslogos,brands,ortrademarks?3.Whatadjectiveswouldyouusetodescribetheproductsassociatedwiththeselogos,brands,ortrademarks?,1.Brandingisarecentphenomenon.2.Oneofthemainfunctionsofbrandingistoindicateownership.3.Brandinginthepastwassimilartoanartistssignature.4.Thefunctionofallbrandingnowadaysistoindicatesocialstatus.5.Brandsoftenhaveassociationsotherthanownership.6.Brandsnowadaysareoftenassociatedwithqualitiesaproductisbelievedtohave.7.Allbrandstodayareseenasstatussymbols.,Listentoatalkonthedevelopmentofbrandingovertheyearsandcheckthestatementsthataretrue.,c,Key,Script,Matchthetwohalvesofthesentences.,d,1.Brandnameshelpcustomersidentify.2.Abrandnameensuresthatwecan.3.Brandnamesthatarefamiliartous.4.Theearliesttypesofbrandshelped.5.Someofthebest-knownbrands.,a.distinguishoneproductfromothers.b.canmakeusfeelcomfortable.c.havebecomestatussymbols.d.themanufacturerofaproduct.e.toidentifythemakerofaproduct.,d,a,b,e,c,Key,Usingadictionaryifnecessary,writedefinitionsinyournotebookforthewordsandphrasesintheboxastheyareusedintheworldofmarketing.,e,amarketforcepersonalizedserviceinnovativerevolutionarymarketleaderreliablesophisticated,Completeeachsentencewithawordrelatedtothewordinparentheses.,f,Key,1.A_inresearchmadethedevelopmentofMP3playerspossible.(revolutionary)2.Somecarmanufacturershaveareputationforsafetyand_.(reliable)3.Thiscariswell-knownforitseleganceandthe_ofitsdesign.(sophisticated)4._andresearchhavekeptthissoftwarecompanyinthelead.(innovative),revolution,reliability,sophistication,Innovation,CombinewordsfromBoxAwithwordsfromBoxBtomakecompoundadjectives.,g,mouth-watering,customer-friendly,Example:,mouth-customer-trouble-energy-well-cost-family-space-user-multi-long-,A,B,knownpurposesizecuttingfreelastingwateringfriendlysaving,mouth-watering,customer-friendly,trouble-free,energy-saving,well-known,family-size,cost-cutting,space-saving,user-friendly,multi-purpose,long-lasting,Key,Lookatthechartofphrasesformakingcomparisons.Addtwomoreexamplesineachcolumnofthechart.,h,Inyournotebook,writesentencescomparingthesepairsofitems.,i,1.aneconomycar/asportsutilityvehicle(anSUV)2.home-cookedfood/fastfood3.Frenchperfumes/Americanperfumes,Writeashortdescriptionofabrandyouarefamiliarwith,pointingoutitspositivesellingfeaturesandcomparingitwithother,similarproducts.,j,Speaker:Branding,likemarketing,isasoldastheconceptsofownershipandselling.Informertimes,peoplebrandedanitemsimplytoshowwhotheownerwasand,ofcourse,thisisstillonereasonbehindbranding.Inthepast,amarkwasplacedontheearofasheeporcowtoidentifytheowner.Inthesameway,theearliestcraftsmenputasimplemarkonaproducttoshowownership.Thiswasoftenjustthecraftsmansname,inthesamewaythatapainterstillsignsapainting.Themarketplacewassomewhereyouwenttogetyourpracticalneedsandthesignorbrandindicatedthepersonwhocouldsatisfythoseneeds.,Inthe21stcentury,brandsaremorelikelytosignaltheavailabilityofaproduct,buttheirrolehaschangedquitealot.Whilestillindicatingwhereaproductcanbefound,thescopeofthebrandismuchwidernowandisoftenassociatedwithcertainqualitiestheproductmayhave.Inaddition,certainbrandshavebecomestatussymbols,particularlyamongyoungpeople.Thiscanbeseeninallkindsofgoodssuchassportswear,shoes,T-shirts,andeveninserviceswhereahotelbranddoesnotindicatejustabedforthenight,butawholehostofassociatedluxuries.,Lesson3Findingoutwhatappealstotheconsumer,Discussthesequestionsinpairsorsmallgroups.,a,1.Whenshopping,doyoutakenoticeofthedesignandlayoutofastore?2.Doyoulikesalespeopletohelpyouordoyouprefertobeleftalone?3.Doyouthinkitisagoodmarketingstrategytogiveawayfreegifts?,marketingsector,marketingstrategy,marketingtechniques,electronicallycompatible,latestoffers,latestdesigns,latesttechniques,salesprocess,salesstrategy,salestechniques,salessector,businesssector,businessenvironment,specialoffers,specialdesigns,specialtechniques,highstandard,customer-friendlyenvironment,TakewordsfromBoxAandcombinethemwithwordsfromBoxBtomakeappropriatecollocations.Withsomewords,morethanonecombinationispossible.,b,Key,Readthedescriptionsofthesecompaniesandlabeleachonewiththemarketingstrategythattheyhaveadoptedtokeeptheirshareofthemarket.,c,Key,a.satisfyingallthecustomerpatibilityofdesignandperformanceinallitsproducts,c,a,d,b,Discussthesequestionsinpairsorsmallgroups.,d,1.Haveyoueveransweredquestionsforamarketresearchsurveyinthestreet?2.Whatsortsofproductsorservicesareresearchedusingthismethod?3.Whatsortofquestionsarepeopleasked?,Listentoatalkaboutmarketresearchdatacollectiontechniquesandcheckthecorrectcolumnforeachtechnique.,e,Key,Script,Datacollectiontechnique,Primary,Secondary,Youhavebeenaskedtoconductsomemarketresearchaboutorganiccoffee.Youmustchooseadatacollectionmethodfromdirectmailing,telemarketing,orpersonalinterviews.Makenotesabouttheadvantagesanddisadvantagesofeachmethod.Takeintoaccountthefactorslistedinthebox.,f,analysistimehowgoodtheresponserateiscostofpostagehowmuchtimeittakesuptelephonechargespreparationtimehowwideanareacanbecoveredinterviewersfees,Workinsmallgroups.Compareanddiscussyourideasandtrytoarriveataconsensusaboutonepreferreddatacollectiontechnique.,g,Writesomequestionsforamarketresearchquestionnairetofindoutaboutconsumersopinions,attitudes,etc.,aboutorganiccoffeeoraboutanotherproductofyourchoice.,h,Compareanddiscussyourquestionswiththoseofaclassmate.,i,Speaker:Goodmorning,everyone.Well,Ithinkweareallclearbynowabouttheimportanceofknowingasmuchaspossibleaboutpotentialcustomersandpossiblecompetitionfromothercompanieswhenwesetouttomarketanewproduct.Today,Iwanttolookatthedifferentwayswecollectdata.Wewanttofindoutallwecanaboutconsumersincome,likes,dislikes,andwheretheylive.Wealsoneedtoinvestigateourcompetitorspricesandmethodsofadvertising.Therearetwowaysofgettingthisinformation.Thefirstisthroughprimaryresearchandthisinvolvesgettingoutthereandtalkingtopeople.Weprepareaquestionnairethatconsidersthelikes,dislikes,andincomelevelsofconsumers,andwetrytofindoutwhatnewspapersandmagazinestheyread.Thisinformationcanalsobegatheredviaaphoneinterview.Wecanalsomakenote,ofwhatshoppersbuywhentheygooutaswellasusingtelevisionpanelswhereconsumersandretailersgivefeedback.Theothertypeofresearchrequireslessphysicaleffortandisoftenreferredtoassecondaryresearch.Salesreportsandtradefiguresareanalyzedforexistinginformation.Magazines,newspapers,andgovernmentpublicationsaswellasInternetsearchesprovideusefuldata.Soletsconsidersomeoftheseinmoredetail.,Lesson4You,too,candoithavingaplan,a,Lookattheexpressionsintheboxand,inpairs,discusswhatyouthinktheymean.Useadictionaryifnecessary.,ambushmarketingguerrillamarketingviralmarketingblitzmarketing,ReadthetextandcompleteeachsectionwiththecorrectheadingfromtheboxinExercisea.,b,Justhavingagoodproductisnotenough.Youalsoneedtomarketitwell.Hereareafewofthemarketingstrategiesthatcompanieshaveusedinrecentyears.1._:anentrepreneurstartssmall,producesaproductorservicethatcanoutdothoseofmuchlargercompanies,andspendsnothingonadvertisingorpromotion.2._:acompanyattacksthetargetedsegmentofthemarketwithhugeresources,advertising,andspecialoffers.3._:companiesturnusersoftheInternetintounwitting(andunpaid)advertisersoftheirproducts.4._:acompanytakesadvantageofthepresenceofthemediaataneventinordertoeffectivelyadvertiseforfree.,Key,guerillamarketing,blitzmarketing,viralmarketing,ambushmarketing,c,Nowlistentosomeonedescribingfourcompanies.Matcheachexamplementionedinthelisteningwithaparticulartypeofmarketingstrategy.,Company#1:_Company#2:_Company#3:_Company#4:_,Script,Key,guerillamarketing,blitzmarketing,ambushmarketing,viralmarketing,d,Listenagain.Findwordsinthelisteningthatmeanthesameasthesewordsandphrases.,makessomethingeasierintroductionofanewproductpersuadingexpectationcompletelycoveredunwillingapproval,launch,endorsement,facilitates,convincing,anticipation,plastered,involuntary,Script,Key,e,Completethefollowingsentencesusingeitherthepresentperfectorthepastsimpleoftheverbinparentheses.,1.He_(design)somenewgraphicssoftwareoverthelastfewmonths.2.Steve_(start)thecompanythreeyearsagoandit_(grow)ataremarkablepacesince.3.Sinceonlinestockbrokering_(begin)in1997,thepractice_(increase).4.Ihopeeverybody_(receive)acopyoftheagendaforthemeeting.5.SincethebirthoftheWorldWideWebintheearly1990s,Internetuse_(expand)atanincrediblerate.,hasreceived/received,hasdesigned,started,hasgrown,began,hasincreased,hasexpanded,Key,f,Discussyouranswersinpairsanddecideiftherearesentenceswhereeitherthepresentperfectorthepastsimpletensecouldbeused.,g,Lisasbosshasaskedhertoe-mailallstaffandinformthemofthemeetingscheduledfor3p.m.onWednesday,April26.Readhere-mailandthendiscussthequestionsinpairs.,1.WhatinformationhasLisaforgottentoinclude?2.Isthetoneandthelanguageofhermessageappropriate?Whyorwhynot?,Sheforgottomentionthedateofthemeeting.,Thetoneofthee-mailisnotappropriate.Itistooinformal.,Key,h,RewriteLisase-mailinyournotebookusingthewordsandphrasesintheboxorothersuitableexpressionsofyourchoosing.Deleteanymaterialthatyouthinkisinappropriate.,informyourecentdevelopmentspostponenotfeelingwellrecoveredmeetbringusuptodatearrangedexpecttoseeyouthere,Company1Speaker#1:JoeMason,acomputerprogrammer,hituponaverymarketablepieceofsoftwarealmostbyaccident.Alongwithhiswife,Alice,hesetupacompanytomarketsoftwarethatfacilitatesonlinephotosharing.Sinceitslaunch,theprogramhasattractedinterestfromorganizationsthatwanttoincludeitontheirwebsites.TheMasonshaveadaptedthesoftwaresothatitcanbeinstalledonotherwebserversandhavebeguntoselllicenses.Company2Speaker#2:Amajorsoftwaremanufacturerisabouttolaunchitsnewoperatingsystem.Ithasalreadylaunchedamajormarketingcampaignwiththeaimofconvincingpeopletolineupatretailstoresinanticipationoftheproductonthemorningofitslaunch.Thecompanyhasalreadyconvincedacelebritytalkshowhosttoincludetheirproductonherlistoffavorite,things,andithopesthat,throughthismassivecampaign,withintwoyearsover400millionuserswillbeusingitssoftware.Company3Speaker#3:Televisedsportingeventshavebecomebigbusiness.Atthe1996OlympicGamesinAtlanta,aleadingsportswearcompanyconductedasuccessfulandrelativelyinexpensiveadvertisingcampaignfortheirproducts.Insteadofpayingtheofficial$50millionsponsorshipfee,itplasteredthecitywithbillboardads,gaveoutfreebannerstospectators,andsetupahugepromotioncenterneartheprincipalstadiumknowingthatallthesethingswouldinevitablyappearduringthebroadcastsoftheevent.,Company4Speaker#4:Manyofthepeoplewhouseacompanysfreeemailservicebecome,inonewayoranother,involuntaryadvertisersforthatcompany.Thenumberofusersofoneoftheleadingfreee-mailservicesgrewfromzerototwelvemillioninjusteighteenmonths.Sincethen,numbershaveincreasedtoover100millionusers.Adsappearine-mailmessageswiththeapparent“endorsement”ofthesenderandtheyreachapotentiallyhugenumberofe-mailusers.,Company1Speaker#1:JoeMason,acomputerprogrammer,hituponaverymarketablepieceofsoftwarealmostbyaccident.Alongwithhiswife,Alice,hesetupacompanytomarketsoftwarethatfacilitatesonlinephotosharing.Sinceitslaunch,theprogramhasattractedinterestfromorganizationsthatwanttoincludeitontheirwebsites.TheMasonshaveadaptedthesoftwaresothatitcanbeinstalledonotherwebserversandhavebeguntoselllicenses.Company2Speaker#2:Amajorsoftwaremanufacturerisabouttolaunchitsnewoperatingsystem.Ithasalreadylaunchedamajormarketingcampaignwiththeaimofconvincingpeopletolineupatretailstoresinanticipationoftheproductonthemorningofitslaunch.Thecompanyhasalreadyconvincedacelebritytalkshowhosttoincludetheirproductonherlistoffavorite,things,andithopesthat,throughthismassivecampaign,withintwoyearsover400millionuserswillbeusingitssoftware.Company3Speaker#3:Televisedsportingeventshavebecomebigbusiness.Atthe1996OlympicGamesinAtlanta,aleadingsportswearcompanyconductedasuccessfulandrelativelyinexpensiveadvertisingcampaignfortheirproducts.Insteadofpayingtheofficial$50millionsponsorshipfee,itplasteredthecitywithbillboardads,gaveoutfreebannerstospectators,andsetupahugepromotioncenterneartheprincipalstadiumknowingthatallthesethingswouldinevitablyappearduringthebroadcastsoftheevent.,Company4Speaker#4:Manyofthepeoplewhouseacompanysfreeemailservicebecome,inonewayoranother,involuntaryadvertisersforthatcompany.Thenumberofusersofoneoftheleadingfreee-mailservicesgrewfromzerototwelvemillioninjusteighteenmonths.Sincethen,numbershaveincreasedtoover100millionusers.Adsappearine-mailmessageswiththeapparent“endorsement”ofthesenderandtheyreachapotentiallyhugenumberofe-mailusers.,Lesson5Gettingtogetherandunderstandingitall,a,Inpairs,makealistofsomereasonswhymeetingsareheld.,Listentotwoemployeesdiscussinganupcomingmeetingandcompletethenotesonthereasonsgivenwhymeetingsareimportant.,b,_facetofaceclearup_newproposalsanddevelopments_decision-makingopportunitiestogive_involvedinplanningand_ourideas,talkthingsover,someambiguousissues,keepuswell-briefedon,includedin,ourfeedback,input,Key,Script,Inpairs,discussthemeaningsofthesewordsfromthelistening.,c,ambiguoustobebriefedtoinput,Skimthetextquicklyandcompleteeachparagraphwithoneofthefollowingheadings:,d,Key,Development,Growth,Maturity,Decline,GrowthDeclineMaturityDevelopment,Readthetextagainmorecarefullyandwriteinyournotebookbriefdefinitionsofthefollowingwordsorphrases.,e,Key,losesappeal:_levelsoff:_ceases:_downwardspiral:_take-offstage:_,isnolongerattractivetocustomers,remainsthesameanddoesnotincrease,stops,salesdropquickly,timewhensalesofaproductincreaserapidly,Listentotheconversationandanswerthequestions.,f,1.Whattopicisbeingdiscussed?_2.Whatistheprofessionalrelationshipbetweenthetwopeople?_,Key,Script,anupcomingmeeting,asecretaryanda