Unit 2 International Marketing备课讲稿.ppt

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