实用综合教程第二版3 unit4 电子教案

home,Contents,Review,Johnthewordsintoagrammaticalsentence.must,towards,we,aim,market,the,globalWemustaimtowardstheglobalmarket.,share,I,room,other,with,a,students,fourIsharearoomwithfourotherstudents.,地面湿滑，小心滑倒！Caution！Slippery！Wetfloor！Watchyourstep！,Lead-in,Shirtwithlongsleeves,Clothesmaketheman.,Cheongsam,QiPao,Chi-Pao,PriceStyleQualityBrand,ShowTime,insole,Apieceofmaterialshapedlikeyourfootthatisplacedinsideashoetomakeitmorecomfortable,Group2,shoe-pads,FreshAirinZhuhai,Group3,StartYourBusiness,Haveinnovativeideas.Doamarketsurvey.Drawupabusinessplan.Contactpotentialcustomers.Observehowyourbusinessisrunning.,Question:Todaythereareusuallydifferentbrandsofthesameproduct.Whydoesacertainbrandsellbetterthanothers?,Acertainbrandsellsbetterthanothersusuallybecauseofthefollowingreasons:(1)Itisafamousbrand.(2)Thecompanyspendsalotofmoneyonadvertising.(3)Theproducthasaveryfamouspersontoadvertiseit.(4)Theproductisofgoodquality.(5)Theproductisattractiveindesignorpackaging.(6)Thebrandhasalonghistory.(7)Theproductoffersabetterafter-saleservice.(8)Thenameofthebrandsoundsexotic.,Hints,Warm-up-Discussion,Discussion,BackgroundInformation,Warm-up,Youwillheararecordedpassage.Afterthatyouwillhearfivequestions.Boththepassageandthequestionswillbereadtwice.Whenyouhearaquestion,youshouldcompletetheanswertoitwithawordorashortphrase(innomorethanthreewords).Thequestionsandincompleteanswersareprintedinthetextbookforyourreference.,1.Isiteasytohaveyourownbusiness?No.Havingmyownbusinessiswork,butitcanbe.,hard,_,Listening,ListeningandSpeaking,Speaking,Listening,I.Listening,Script,rewarding,_,2.Whatisthefirststepinstartingasmallbusiness?Thefirststepistohaveideas.3.Whatdoesapersonneedtodointhemarketsurveyifsheorheplanstostartabusiness?Inthemarketsurvey,thepersonwhoplanstostartabusinessneedstofindoutthepotentialandcheckout.4.Whatshouldabusinessplaninclude?Abusinessplanshouldincludewillbesold,itwillbesold,thecustomerswillbe,andhowmuchitwillcosttostart.,Listening,ListeningandSpeaking,innovative,_,Speaking,Listening,customers,_,competition,_,what,_,how,_,who,_,Listening,ListeningandSpeaking,Speaking,Listening,5.Howdoyouknowyouhavemadeaprofitonceyourbusinessisupandrunning?IvemadeaprofitifIhavemoneyleftaftermyarepaid.,expenses,_,Thinkofasmallbusinessyouwouldliketostartonyourownaftergraduation.Comeupwithabusinessplan,andtrytopersuadeyourpartnertojoinyou.Yourplanshouldincludethepointsoutlinedbelow.Ifyourpartneroryouhaveaninterestingplan,volunteertopresentittothewholeclass.,Speaking,ListeningandSpeaking,II.Speaking,Speaking,Listening,1.Whatproductorservicewouldyouliketosell?2.Whatkindofpeoplewillbeyourpotentialcustomers?3.Wheredoyouplantolocateyourbusiness?4.Howmuchwillitcosttostartyourownbusiness?5.Whydoyouthinkyoucanmakeaprofit?,ListeningScript,Havingyourownbusinessishardwork,butitcanberewarding.Herearesometipsforstartingasmallbusiness.Step1:Haveinnovativeideas.Supposeyoulikedogsandhavefreetime.Whynotstartadog-walkingservice?Step2:Doamarketsurvey.Findoutyourpotentialcustomers.Also,checkoutcompetition.Iftheresanotherdog-walkingservicenearby,youhaveasmallerchance.Step3:Drawupabusinessplanthatincludeswhatwillbesold,howitwillbesold,whothecustomerswillbe,andhowmuchitwillcosttostart.Step4:Contactpotentialcustomers.Then,setaworkscheduleforyourself.Finally,youmustactuallystartwalkingdogs!Step5:Onceyourbusinessisupandrunning,observehowitsdoing.Ifyouhavemoneyleftafteryourexpensesarepaid,youvemadeaprofit.Congratulations!,ListeningandSpeaking,Speaking,Listening,existingsincethebeginning;notbeingthesameasothers原来的；独创的原物，原作,Comprehension,WordsandExpressions,VocabularyBuilding,TextAWordsandExpressions,TextStudy,moven.,TextA,sth.thatyoudoinordertoachievesth.ortomakeprogressinasituation策略，一步棋,theworkofencouragingpeopletobuyaproductorservice市场营销,amistake错误，谬误,errorn.,marketingn.,originaladj.n.,throwaway,丢弃，抛弃,Comprehension,WordsandExpressions,VocabularyBuilding,TextAWordsandExpressions,TextStudy,TextA,formulan.,配方，公式,thebusinessoftryingtopersuadepeopletobuyproductsorservices广告，广告业,nottoostrongorbitter,andtastinggood;havingaregularsurface柔和的；平滑的,smoothadj.,advertisingn.,receivevt.,getsth.thatsb.hasgivenorsenttoyou收到，接收,flatadj.,inactiveinbusiness生意清淡的，不景气的,Comprehension,WordsandExpressions,VocabularyBuilding,TextAWordsandExpressions,TextStudy,TextA,protestvt.theabilitytomakegooddecisions判断，判断力,notnoticeorconsidersth.疏忽，忽视,overlookvt.,extensionn.,sth.thatisaddedontosth.elsetomakeitlongerorbigger延伸，拓展,leavealone,不管,fromaparticulararea地区性地，区域性地,regionallyadv.,Comprehension,WordsandExpressions,VocabularyBuilding,TextAWordsandExpressions,TextStudy,TextA,observern.,sb.whoseessth.观察者,ProperNames,Coca-ColaCompany:,可口可乐公司，世界上最大的软饮料公司，总部在美国的亚特兰大市（Atlanta）。,Pepsi:,百事可乐，一种与可口可乐类似的软饮料，是可口可乐最大的竞争对手。,1InMay1985,theCoca-ColaCompanymadeabigmarketingerror.Afterninety-ninesuccessfulyears,itthrewawayitsoriginalformulaCoke!InitsplacecameNewCokewithasweeter,smoothertaste.Thecompanyannouncedthenewtastewithmuchadvertising.,TextA-1,ASmartMoveoranErrorTheStoryoftheNewCoke,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,TextA,TextA-2,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,2Atfirst,NewCokesoldwell.Butsalessoonwentflat.Cokebeganreceivingmorethanfifteenhundredphonecallsandmanybagsofmaileachdayfromangryconsumers.AgroupcalledOldColaDrinkersprotestedandthreatenedtostartasuitunlessCoca-Colabroughtbacktheoldformulaormadeitpublic.,TextA-3,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,3Inmid-July,afterjusttwomonths,theCoca-ColaCompanybroughtoldCokeback.CalledCokeClassic,itwassoldsidebysidewithNewCokeonsupermarketshelves.ThecompanysaidthatNewCokewouldbeitsmainbrand,butconsumershadadifferentidea.Bytheendof1985,ClassicwasoutsellingNewCokeinsupermarketsbytwotoone.ThusCokeClassicbecamethecompanysmainbrand.,TextA-4,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,4WhywasNewCokeintroducedinthefirstplace?Whatwentwrong?Manyanalystsblametheerroronpoormarketingresearch.,5Intheearly1980s,thoughCokewasstilltheleadingsoftdrink,itwasslowlylosingmarketsharetoPepsi.Foryears,Pepsihadsuccessfullystartedthe“PepsiChallenge,”andaseriesoftastetestsshowedthatconsumerspreferredthesweetertasteofPepsi.Byearly1985,thoughCokeledintheoverallmarket,Pepsiledinshareofsupermarketsalesby2percent.This2percentofthebigsoft-drinkmarketmeansmillionsofdollarsinretailsales!Coca-Colahadtodosomethingtostopthis.ThesolutionappearedtobeachangeinCokestaste.,TextA-5,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,TextA-6,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,6Coca-Colabeganthelargestnew-productresearchprojectinthecompanyshistory.Itspentovertwoyearsandmillionsofdollarsonresearch.Itconductedabouttwohundredthousandtastetests.Intheblindtests,60percentofconsumerschosethenewCokeovertheold,and52percentchoseitoverPepsi.ResearchseemedtoshowthatNewCokewouldbeawinnerandthecompanyintroduceditwithconfidence.Sowhathappened?,TextA-7,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,7Lookingback,Cokesmarketingresearchappearstohavebeentoonarrow.Theresearchlookedonlyattaste;itdidnotexplorehowconsumersfeltaboutdroppingtheoldCokeandreplacingitwiththenewCoke.Theresearchconsistedmostlyof“blindcomparisons”anddidnotlookatthetotalproduct:name,history,packaging,andimage.Tomanypeople,Coke,likehotdogsandapplepie,isatypicalAmericanproduct.ThecompanyfailedtoconsiderthepeoplesemotionsaboutCoke.,TextA-8,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,8PerhapsCokesmanagersusedpoorjudgment.Forexample,theyoverlookedthefactthat40percentstillwantedtheoldCoke.ThecompanymighthavebeenwisertoleavetheoldCokealoneandintroduceNewCokeasabrandextension.Furthermore,thenewCokeshouldnothavegonenationalimmediately.Instead,itshouldhavebeenintroducedregionallytoseehowwellitwoulddo.,TextA-8,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,9However,someobserversthoughtthatCokesmanagershadmadeasmartdecision.SupermarketswouldhaveresistedaddinganotherCokeflavorontheirshelves.ByfirsttakingawayitsoriginalCokeandthenbringingitbackagain,thecompanygottwobrandsontheshelf,reallyaclevertrickinthestruggleforshelfspace.,TextA-Comprehension1,A.Completethefollowingsentencesorallyaccordingtothetext,andthenworkwithyourpartnerandtaketurnsaskingandansweringthequestionsorally.,1.WhatwasthebigmarketingerrorthattheCoca-ColaCompanymadeinMay1985?InMay1985,theCoca-ColaCompanythrewaway2.HowdidOldColaDrinkersreacttothenewCoke?Theyprotestedandthreatened,itsoriginalformulaCoke!InitsplacecameNewCokewithasweeter,smoothertaste,_.,Comprehension,VocabularyBuilding,TextStudy,TextA,WordsandExpressions,Coca-colabroughtbacktheoldformulaormadeitpublic,tostartasuitunless,3.Inblindtests,howdidtheconsumerslikethenewCokeincomparisonwiththeoldCokeandPepsi?Intheblindtests,4.WhatwastheprobleminCokesmarketingresearch?Theproblemwasthattheresearchdidnot,TextA-Comprehension2,60percentofconsumerschosethe,TextA,howconsumersfeltaboutdroppingtheoldCokeandreplacingitwiththenewCoke.Furthermore,theresearchdidnotlookatthetotalproduct:name,history,packaging,andimage,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,newCokeovertheold,and52percentchoseitoverPepsi,explore,5.WhydidtheobserversstillthinkthatCokesmanagershadmadeasmartdecision?Theobserversthoughtthatitwasasmartmovebecause,TextA-Comprehension2,byfirsttakingawayitsoriginalCokeandthen,TextA,bringingitbackagain,theCoca-Colacompanygottwobrandsontheshelf,reallyaclevertrickinthestruggleforshelfspace,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,TextA-Comprehension3,1.ComparedwithOldCoke,NewCokewas_.A.smootherB.flatC.originalD.cheaper,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,B.Choosethebestanswerforeachofthefollowingstatementsorquestionsaccordingtothetext.,TextA-Comprehension4,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,2.WhathappenedintheCoke-Pepsicompetitionbyearly1985?A.Cokeledthemarketby2percent.B.Pepsiledthemarketby2percent.C.Cokeledthesupermarketsalesby2percent.D.Pepsiledthesupermarketsalesby2percent.,TextA-Comprehension4,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,3.WhathappenedtotheoldCokeintheblindtests?A.40percentofconsumerschoseitoverthenew.B.48percentofconsumerschoseitoverPepsi.C.60percentofconsumerschoseitoverthenew.D.52percentofconsumerschoseitoverPepsi.,TextA-Comprehension5,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,4.TheerrorinCokesmarketingresearchseemstobethat_.A.itlookedatthetasteB.itoverlookedthetotalproductC.theresearchers,ratherthantheconsumers,didthe“blindcomparisons”D.theresearchersdidnotknowthatAmericansliketoeathotdogsandapplepietogetherwithCoke,TextA-Comprehension6,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,5.Cokesstrategymightbeconsideredasmartmovebecause_.A.CokesmanagersweresmartpeopleB.supermarketsknewwhatCokewantedtodoC.CokegottwobrandsonthesupermarketshelfD.CokesuccessfullytrickedPepsi,TextA-VocabularyBuildingA1,ActiveWords,n.1.集市ThereisabigflowermarketnearwhereIlive.2.市场Ourproductisaimedattheteenagemarket.3.市场需求Youwillhavetogooutandcreateamarketifyouwanttosucceed.v.1.出售，销售Ifthisismarketedintherightway,itllsellverywell.,Comprehension,VocabularyBuilding,TextStudy,TextA,WordsandExpressions,market,TextA-VocabularyBuildingA1,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,inthemarket(forsth.)准备买，打算买Weareinthemarketforausedcar.marketcompetition市场竞争marketdemand市场需求marketeconomy市场经济marketprice市场价onthemarket有现货，有供应Thelatestversionofthesoftwarewillbeonthemarketnextweek.,market,TextA-VocabularyBuildingA2,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,n.1.地方，地点ThetouristguideshowedusmanyplacesofinterestinBeijing.2.职位，职务Hehasgotaplaceasaclerkinthebank.3.名次，等级Johntookthefirstplaceinthecompetition.v.1.放置，摆放Thelibrariansareplacingthenewbooksontheshelves.2.安置，安排ThebossplacedJerryinaveryimportantposition.,place,TextA-VocabularyBuildingA2,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,inplace在合适的位子；适当，适宜Momlikesmetohaveeverythinginplace.Idontthinkthisproposalisquiteinplace.inplaceof代替，取代Rhefirstplace原先，最初；第一，首先Icantgothere.Inthefirstplace,Idonthavemuchmoney;inthesecondplace,Idonthaveenoughtime.,place,TextA-VocabularyBuildingA2,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,outofplace在不合适的位置；不适当，格格不入Thesebooksareoutofplace.Shefeltoutofplaceamongthestrangers.takeplace发生，进行Whenandwheredidthisaccidenttakeplace?taketheplaceof代替，取代Plasticshavetakentheplaceofmanymaterials.,place,TextA-VocabularyBuildingA3,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,v.1.停止，使停止Wevestoppedsellingsoftdrinksofthatkind.2.阻止Thepresidentstoppedhimfromsigningthedocument.3.中断，中止Ihadtostopatanexcitingplaceinthebook.n.1.车站Wewillwaitforyouatthebusstopnearourcampus.2.逗留IwillmakeastopinNanjingonmywaytoShanghai.,stop,TextA-VocabularyBuildingA3,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,putastopto使停止Heputastoptohissmoking.stopby顺便去（来）一下Couldyoustopbythesupermarketonyourwayhome?stopoff中途停留Westoppedoffatthesupermarketonthewayhome.,stop,TextA-VocabularyBuildingA4,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,v.1.（与of连用）由组成TheUnitedKingdomconsistsofGreatBritainandNorthernIreland.2.（与in连用）在于Thebeautyoftheplanconsistsinitssimplicity.,consist,TextA-VocabularyBuildingA5,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,n.总数，合计Thetotalofstudentsinthethreeclassesis101.v.1.计算的总和，把加起来Allthevoteswillbetotaledtogettheresult.2.总计达，合计达Tradebetweenthetwocountriestotaled$3billionlastyear.,total,TextA-VocabularyBuildingA5,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,adj.1.总计的，合计的，全体的Whatsthetotalnumberofstudentsinyourclass?2.完全的，绝对的Total总共Therewereabout50peopleintotalinfrontoftheTV.,total,TextA-VocabularyBuildingA7,TextA,(他从未放弃做经理的梦想)duringtheseyears.2.Mymarketingplan3.Inthelastthreemonths,(我们的销售收入总计达两百万美元).4.Wemustbeprepared(迎接市场竞争的挑战).5.(如果我处在你的位置),Iwouldtakeoverthejob.,Heneverstoppeddreamingtobeamanager,_,oursalestotaled$2million,_,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,CompletethefollowingsentencesbasedonthegivenChinese.,consistsofthreeparts,_,(包括三个部分).,competition,tomeetthechallengeofmarket,IfIwereinyourplace,_,TextA-VocabularyBuildingB1,TextA,advertising感情marketing包装packaging市场营销overlook广告emotion疏忽resist抗议original抵制error独创的protest判断judgment错误,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,A.Matchthewordsintheleft-handcolumnwiththeChinesemeaningsontheright.,Exercises,TextA-VocabularyBuildingC1,TextA,1.ThenewCokeis(smooth)intastethanPepsi.2.Cokeisstillthe(lead)softdrinktoday.3.Sheisan(emotion)personwhooftenweeps.4.Withinafewyearsoftheir(introduce),CDswereoutsellingrecords.5.Hisplanisfullof(origin)ideas.,smoother,_,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,B.Fillineachofthefollowingblankswiththeproperformofthegivenword.,leading,_,emotional,_,introduction,_,original,_,6.Peoplelike(advertising)thatshowwomeninoffices,planes,andcars.7.Ourteacherwasinvitedto(judgment)aspeechcontestlastweek.8.Ican(resistance)anythingbuttemptation.,TextA-VocabularyBuildingC2,TextA,resist,_,advertisements,_,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,judge,_,TextA-VocabularyBuildingD,TextA,EnglishTerms,ChineseTerms,连锁店,chainstore,culturalindustry,commerce,dealer,export,export-orientedenterprise,finance,import,industrialpark,insurance,文化产业,经销商,商业,出口,外向型企业,金融,进口,工业园区,保险,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,WordsandExpressionsRelatedtoBusiness,TextA-VocabularyBuildingD,TextA,Comprehension,VocabularyBuilding,TextStudy,WordsandExpressions,EnglishTerms,ChineseTerms,合资企业,jointventure,labor-intensiveenterprise,manufacturer,profit,promotion,retail,state-runenterprise,stockmarket,trademark,wholesale,劳动密集型企业,利润,制造商,促销,零售,国营企业,股市,商标,批发,TextA-T1,1985年5月，可口可乐公司在市场营销上犯了一个大错。在1999年的成功之后，该公司居然丢弃了其产品原配方，以口味更加甜爽的新可乐取而代之。接着，该公司又耗巨资为新口味可乐打广告。,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,是妙招还是失误？新可乐的故事,TextA-T2,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,起初，新可乐销路不错，但不久便一蹶不振。公司每天都能接到1,500多个愤怒的顾客打来的电话和成包的信件。一个叫“老可乐一族”的团体发出抗议，并威胁说，除非可口可乐公司恢复或公开老配方，否则该团体将提起诉讼。,TextA-T3,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,仅仅两个月过后，到6月中旬，可口可乐公司便又恢复了老可乐的生产，并称之为“经典可乐”。新可乐和经典可乐并排摆在超市的货架上。可口可乐公司声称，新可乐是其主要品牌，但消费者却不这么认为。到1985年底，经典可乐在超市的销售额是新可乐的两倍，成了可口可乐公司的主要品牌。,TextA-T4,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,当初新可乐为什么会被引入市场？哪里出问题了？很多分析人士认为，这是市场调研的失误。,TextA-T5,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,20世纪80年代初，可口可乐虽然是软饮料中的领头羊，但其市场份额渐渐受到了百事可乐的蚕食。几年来，百事可乐成功发起了对可口可乐的挑战。一系列的口味测试表明，消费者偏爱更甜一些的百事可乐。1985年初，虽然可口可乐的总市场销售额仍然领先，但百事可乐在超市销售额中却反超2%。在巨大的软饮料市场中，这2%的份额意味着千百万美元的零售额。可口可乐公司不得不采取措施，阻止这种势头。改变可口可乐的口味似乎是个办法。,TextA-T6,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,于是，可口可乐公司展开了公司历史上最大的一次新产品调研计划。该计划历时两年多，耗资千百万美元，进行了20多万次口味测试。在盲测中，60%的消费者选择的是新可乐而非老可乐，52%的人认为新可乐比百事可乐更好。调研结果似乎表明，新可乐将成为赢家，于是可口可乐公司充满信心地把新可乐推向市场。结果如何呢？,TextA-T7,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,TextStudy,回头看来，可口可乐公司的市场调研面似乎太窄，仅仅关注口味，而完全忽视了消费者对以新可乐代替老可乐的感受。同时，该调研主要是通过“盲试比对”进行的，忽视了对产品的名称、历史、包装、形象的整体考量。对许多人而言，可口可乐就像热狗和苹果馅饼一样，是地道的美国产品。该公司没有考虑到人们对可口可乐的感情。,TextA-T8,TextA,Comprehension,WordsandExpressions,VocabularyBuilding,Te