




免费预览已结束,剩余45页可下载查看
下载本文档
版权说明:本文档由用户提供并上传,收益归属内容提供方,若内容存在侵权,请进行举报或认领
文档简介
Unit2InternationalMarketing国际营销,Unit2InternationalMarketingOverviewVocabularymarketingcollocationsReadinginternationalmarketingmixLanguagereviewnouncompoundsandnounphrasesSkillsbrainstorming,Thelaststageoffittingtheproducttothemarketisfittingthemarkettotheproduct.CliveJames,Australianwriterandbroadcaster,Staringup:Whatproductsdoyouknowthataremarketedinternationally?Discussthesequestions.(groupwork)Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket?Whatkindsproblemdocompaniesfacewhentheygointernational?Whatmethodscancompaniesusetoenteroverseasmarkets?,(C)Coca-Colahashadseveralsuccessfulslogans.Forexample,IdliketobuytheworldaCoke;Cantbeatthefeeling;Cokeaddslife.Whatslogansforproductshaveimpressedyou?Explainwhy.(Eachgroupfinds3famousslogans)(D)Choosethreeproductsanddiscussideasforsloganswhichcouldbeusedthroughouttheworld.Maotai(eachgroup3slogans,brainstorming),Vocabularymarketingcollocations(A)Completethestatementswithsuitablemarketingexpressionsfromthebox.,buyinghabits,economicsituation,governmentbureaucracy,incomedistribution,monetaryregulations,politicalstability,Becauseoftight_companyprofitscouldnotbetakenoutofthecountry.Redtape(繁琐手续)andotherexamplesof_hinderacompanysentryintoamarket.Thecountryisattractivetoexportersbecauseithasenjoyed_forthelast50years.,monetary/currencyregulations,governmentbureaucracy,politicalstability,4.Thepurchasingbehaviourofconsumerscanbedescribedastheir_.5.The_isimprovingleadingtoariseinemployment.6._isatermusedbyeconomiststodescribehowwealthissharedinacountry.,buyinghabits,economicsituation,Incomedistribution,(B)Discussthesequestions:(groupwork)Whataresomeofthemainbenefitsofpoliticalstability?Howwouldyoudescribethepresenteconomicsituationofourcountrycomparedto20yearsago?Wouldyouliketoseeamoreequalincomedistributioninourcountry?Explainwhyorwhynot.,(C)Lookatthewordsandphrasesbelow.Underlinetheoddoneout.a)growingmarketc)expandingmarketb)developingmarketd)decliningmarket2.a)swampamarketc)floodamarketb)corneramarketd)saturateamarket3.a)opinionpollc)spotcheck(现场检查)b)focusgroupd)survey4.a)marketsectorc)marketsegmentb)marketpotentiald)marketniche(环境),5.a)internationalmarketc)domesticmarketb)overseasmarketd)worldwidemarket6.a)launchaproductc)bringoutaproductb)introduceaproductd)exhibitaproduct7.a)sluggishmarketc)stablemarketb)flatmarketd)volatilemarket8.a)pointofsalec)enduserb)retailoutletd)salesnetwork,9.a)specialofferc)discountb)freesampled)slogan10.a)intermediaryc)wholesalerb)distributord)exporter,Reading:InternationalmarketingmixThinkofsomeglobalbrands-forexampleinthecar,fastfoodorsoftdrinkindustries.Howaretheytailoredtomeetlocalneeds?(groupdiscussion)Whataretheadvantagesanddisadvantagesofadaptingaproducttodifferentoverseasmarkets?(groupdiscussion)Readthearticle.Thencompletethetablethatfollowsit.,(D)Whatothercompaniesdoesthearticlemention?Whatdoesitsayabouttheirmarketingapproaches?,Rolex,WatchesSameapproacheverywhereforhighachievers,upmarketdistributionoutlets,premiumprice,Line74:miningallmarketsforrelevantinformationGatheringinformationfromdifferentmarketsLine86:Meldingproductideas:Combiningproductideas,(E)Discussthefollowingquestions:Howhasnewtechnologycontributedtothedevelopmentofnewproducts,accordingtothearticle?(pairwork),TheadventoftheInternetandIntranetshasthepotentialtoacceleratetheprocessofminingallmarketsforrelevantinformationandforfeaturesthatcanbeincludedinnewproducts.(line71),2.HowdoJapanese,USandGermancompaniesdifferintheirapproachestoproductdevelopment?(pairwork),Japanesecompaniestendtobelievemuchmoreingettingnewproductstomarketandthengauge(判断)thereactiontothem.(line96)UScompaniestendtousemoreformalmarketresearchmethods.(line107)ForGermancompanies,productdevelopmentschedulestendtobemoreimportant.(line111),(F)Choosethebestdefinitionofthewordsbelowexorbitantly(line23)muchhigherthanusualmuchlowerthanusualthesameasusual2.spectrum(line52)rangeb)choicec)potential3.customise(line55)designspeciallyorderspeciallytestspecially,promise(line59)chooseamiddlewaymakeapromiseachieveyouraim5.gauging(line100)assessingguessingpredicting,Reading:Unit2InternationalMarketingReadingFindingtherightinternationalmix.寻找适当的国际营销组合,Languagereview:NouncompoundsandnounphrasesNouncompoundsarecommoninbusinessbecausetheyareshorterandmoreconvenientthannounphrases.Forexample:anexportlicenseratherthanalicensetoexportaconsumerprotectionlawratherthanalawfortheprotectionofconsumers,2.Newcompoundsareformedallthetime.Therearenoabsoluterulesaboutspelling.Sometimestheyaretwowords(withorwithoutahyphen)andsometimes,whenwidelyestablished,theybecomeone.Forexample:Dataprotectiondata-miningdatabase,3.Longernounphrasesarealsocommon.Theymayconsistofadverbs,adjectivesandcompoundnouns.Thefollowingpatternsaretypical.,Findnounphrasesinthearticleonpage16whichhavesimilarmeaningstothephrasesbelow?thingsthatmakeaproductdifferentforaparticularcountry(para.2)generaltrendsinthewaypeoplebuyandusegoods(para.3)waysofdevelopinganewproduct(para4),country-specificdifferentiatingfeatures(L16),changingconsumptionpatterns(Line37),newproductdevelopmentstrategies(Line53),4.placeswhereworldwidemarketsareinvestigated(para6)5.placeswheresoftwareisproduced(para.7)6.methodsofinvestigatingmarkets(para.7)7.programmesfordevelopinggoods(para.7)8.choicesaboutprice,product,promotion,place(para.8),globalresearchlaboratories(Line78),softwaredevelopmentestablishments(Line88),formalmarketresearchmethods(Line109),productdevelopmentschedules(Line111),marketingmixdecisions(Line127),9.aplacewhereexpensivegoodsaresold(para.9)10.ahighpriceforsomethingspecialorunusual(para.9),upmarket(高档的)distributionoutlet(Line150),premiumprice(Line152),(C)Thewordsineachofthenounphrasesbelowareinthewrongorder.Writethephraseinyourtableintheircorrectform(pairwork)1.ImpressivefiguressalesreallyReallyimpressivesalesfiguresadv.+adj+n.+n.,2.DepartmentnewpublicrelationsNewpublicrelationsdepartment3.HighlyresearchmarketambitiousprogrammeHighlyambitiousmarketresearchprogramme4.OverseasexpandingoperationsExpandingoverseasoperations5.RapidlysheetbalanceimprovingRapidlyimprovingbalancesheet,6.ExtremelyrateexchangevolatileExtremelyvolatileexchangerate7.HighlymarketingreportconfidentialHighlyconfidentialmarketingreport8.SuccessfulincrediblyfairtradeIncrediblysuccessfultradefair,Skills:Brainstorming(头脑风暴法)Brainstormingisausefulwayofgeneratingcreativeideasinmeetings.Decidewhichtipsbelowaregoodadviceandwhichonesyoudisagreewith.(pairwork),Explainthepurposeofthemeetingclearly.Askeachpersontospeakinturn,startingwiththemostsenior.Announcethetimelimitforthemeeting.Avoidcriticisingorjudgingideasduringthesession.Encourageideas,howeverunusualtheymaybe.Dontinterruptwhenpeopleareofferingsuggestions.Makesureeveryonekeepstothepoint.Dontspendtimeondetails.,2.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?2.Whattypesofpromotionarementionedbyparticipants?,2.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?TodeveloppromotionalideasfortheBusinessSolutionswebsite.,2.Whattypesofpromotionarementionedbyparticipants?Advertisingontelevisionandradio;on-linepromotion;directmailing;pressadvertisingintraditionalnewspapers,businessmagazinesandjournals.,(C)2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?,(C)2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?Sendamailingtothenamesofthecontactbase,containingabrochureand/oraCDRom;anevent,forexampleonariverboat;billboardadvertising.,2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?Nextmeetinginthreeweeks;informationonthebudgetandthecostofthedifferentpromotionalactivities,Usefullanguage:StatingobjectivesThepurposeofthemeetingthismorningis(Tentative(犹豫地/尝试地)/Neutral(中立地)T/N)MakingsuggestionsIthinkwecouldsendoutglossybrochures(Tentative/NeutralT/N),ExpressingenthusiasmThatsgreat!(StrongS)EncouragingcontributionsAnythingg
温馨提示
- 1. 本站所有资源如无特殊说明,都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等,如果需要附件,请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸,网页内容里面会有图纸预览,若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间,仅对用户上传内容的表现方式做保护处理,对用户上传分享的文档内容本身不做任何修改或编辑,并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容,请与我们联系,我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 住宿服务协议法律分析
- 可再生能源市场现状及技术创新研究
- 分公司设立合同范本
- 爱剪辑录课件
- 2025年2月饭店服务综合知识模拟考试题(附参考答案)
- 2024年12月口腔修复学测试题
- 爆破知识培训课件
- 2025及未来5年中国冶金溶剂市场调查、数据监测研究报告
- 2025及未来5年中国2-硫醇基苯骈噻唑市场调查、数据监测研究报告
- 考点解析人教版八年级上册物理声现象《噪声的危害和控制》同步测试试题(含详细解析)
- 糖尿病患者的个性化诊治策略
- 2025年山东省滨州市中考数学模拟试题(原卷版+解析版)
- 2025年福建福州空管航空服务有限公司招聘笔试参考题库含答案解析
- 2025-2030年中国集装箱制造行业运行状况及前景趋势分析报告新版
- 【MOOC】石油工业概论-中国石油大学(华东) 中国大学慕课MOOC答案
- 2024年历史教案:跨学科的教学方法与实践
- 湖北省重点高中智学联盟2024-2025学年高三上学期10月联考物理试题(解析版)
- 海关报关操作手册
- 三点比较式臭袋法方法验证报告
- 《智慧运输运营》全套教学课件
- NB∕SH∕T 0941-2016 精密铸造专用蜡
评论
0/150
提交评论