新境界职业英语综合教程2精华版 课件 unit 1ppt课件VIP

.,.,.,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?Doyouthinkitsreasonableortoohighforyou?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.Siemensrunsapromotiononitswashingmachineoffering30cashback.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.Siemensrunsapromotiononitswashingmachineoffering30cashback.4.Nikesellsitssportswearproductsinspecialistshops.5.Pepsilaunchesalotofadvertisingcampaignstoboostitssales.,Scripts,Back,WorkplaceCommunication,.,ListeningIn,Situation:JaneandPeterarestaffintheMarketingDepartmentofasportsdrinkscompany.Theyaretalkingaboutmarketingstrategiesforanewproduct.,Listentothemodeldialogueandfillintheblankswithwhatyouhear.,Back,.,ModelDialogue,Jane:Peter,whoarethe_ofournewproducts?Peter:EmIthinkathletesandthosewhoregularlydosportsareour_.Jane:Thatsright.So,what_canweusetolaunchthenewproducts?Peter:Goodquestion!Imconsideringmaking_,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:EmIthinkathletesandthosewhoregularlydosportsareourtargetcustomers.Jane:Thatsright.So,whatmarketingtoolscanweusetolaunchthenewproducts?Peter:Goodquestion!ImconsideringmakingsomeTVcommercials,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:Letmeseethepicturesandfeaturesoftheproduct,ofcourse.Andwarrantyandpricesarealsonecessary.Anna:Ok.Well,whatdoweneedtodoforthispromotion?Bill:EmForthispromotion,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,Itsthetimeofyearwhenweraiseaglasstoourfamilyandtoourfriends.Toourpastsandtoourfutures.Itsthetimeofyearwhenweraiseaglasstoourdreamsandtoourhopes.Inshort,itsthetimeofyearwhentheresalotofpressureonaglass.,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,CrateMalaga(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.,Crateanddoallthatatatimetheywanttobuy.Thenyouvegotitmade!,1,2,Back,.,Theresalotoftruthinthisidea.Butifyougetjustoneelementwrong,itcanspelldisaster.Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;orpublishingatextbookafterthestartofthenewschoolyear,orsellinganitematapricethatstoohighortoolowtoattractthepeopleyouretargeting.Themarketingmixisagoodplacetostartwhenyouarethinkingthroughyourplansforaproductorservice,andithelpsyouavoidthesekindsofmistakes.Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.The4Psare:Product(orService)PricePlacePromotion,3,4,Back,.,Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Herearesomequestionsthatwillhelpyouunderstandanddefineeachofthefourelements:ProductWhatdoesthecustomerwantfromtheproductorservice?Whatneedsdoesitsatisfy?Whatfeaturesdoesithavetomeettheseneeds?Howandwherewillthecustomeruseit?PriceWhatisthevalueoftheproductorservicetothebuyer?Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit?Howwillyourpricecomparewithyourcompetitors?,5,Back,.,PlaceWheredobuyerslookforyourproductorservice?Iftheylookinastore,whatkind?Inaspecialiststoreorinasupermarket,orboth?Howcanyouaccesstherightdistributionchannels?PromotionWhereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?Willyoureachyouraudiencebyadvertisinginthepress,oronTV,orradio,oronbillboards?Byusingdirectmarketingmailshots?Throughpublicrelations?OntheInternet?,Back,.,The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.AmongsttheothermarketingmixmodelsthathavebeendevelopedovertheyearsisBoomandBitners7Ps(sometimescalledtheextendedmarketingmix,whichincludethefirst4Ps,pluspeople,processesandphysicallayout)andRobertLauterborns4Cs(Customer,Cost,ConvenienceandCommunication).,Back,6,10,.,1.(Para.1)ThedefinitionthatmanymarketerslearnastheystartoutintheindustryisParaphrase:Whenmanymarketersbegintoworkintheindustryofmarketing,theyunderstandthedefinitionofmarketingismarketer:someonewhosejobinvolvesencouragingpeopletobuyaparticularcompanysproducts,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:“thatmanymarketerstheindustry”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)priceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofitParaphrase:(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:“ifyouwrong”isanadverbialclauseofcondition.e.g.Ifitisfinetomorrow,wellgotohaveapicnic.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)orsellinganitematapricethatstoohighortoolowtoattractthepeopleyouretargeting.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:“tooto”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.Dontmixupthispairofsynonyms.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:“wherethebuyersellingit”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:“thattheyears”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.Sellingaproductatapricethatstoohighforthepeopleyouretargeting.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,theonlineshopsellsitsproductscarriagefree(免运费).(10)Nokiacreatesabrand-newsmartmobilephone(智能手机).(11)Manysupermarketsoftenofferdiscountsonsomeproducts.(12)Theclubsent100membershipcards(会员卡)toitsregularcustomersonitsfirstanniversary.,Back,.,ActionOne,Back,SyndicateActivities,ConductingMarketingActivities,(2)(4)(10),(6)(7),(3)(8),(5)(9)(11)(12),.,Back,Supposeyouaregoingtostartoneofthefollowingsmallbusinesses.Asyouarethebossofthebusiness,youareresponsibleforeverythinginthebusiness.Workingroups.Eachgrouptakesuponeofthebusinessesandworksoutaproposaltooperatethebusiness.Theproposalshouldcoveralleventsintheareaof4Ps.,ActionTwo,SyndicateActivities,ConductingMarketingActivities,.,Back,ActionTwo,ProposalsofMarketingActivities,Targetcustomers:white-collarworkersFeatures:heart-shaped,withalight,Targetcustomers:childrenfrom6-12Features:lively-colored,designedincartoons,Targetcustomers:households&officesFeatures:apairofmagneticscrapersoperatedwithonepieceoutsideandtheotherinside,.,Back,ActionTwo,ProposalsofMarketingActivities,20RMB,90-120RMB,99RMB,GiftShops,Supermarkets,StationaryShops,E-shops,E-advertising,Promotiononholidays&events,SchoolShops,ChildrenShops,StationaryShops,Supermarkets,Posters&leafletsatschools,PromotiononChildrensDay,Supermarkets,Grocers,E-shops,Postersatshops,Demonstration,Promotiononholidays&events,.,Task1,Vocabulary,Matchthefollowingvoc