UnitMarketingPPT课件

1、Reading13Learn Business1BIZ knowledge2Listening & Speaking第1页/共51页What are your favourite brands of the following products?ReadingWarm up21第2页/共51页Why do you prefer these to other similar brands of the products? Consider the duct what are the products featuresprice in comparison with si

2、milar brandspromotion where and how is it advertisedplace where can you buy the productReadingWarm up32第3页/共51页Look at the title of the text, “Are we being manipulated into buying brands?”, and the photo on page 47. What do you think makes people so enthusiastic about the brand?ReadingWarm up43第4页/共

3、51页manipulate vt. 操纵e.g. They know how to manipulate your fear and uncertainty for their own benefit.Synonym: handleAre we being manipulated into buying brands?5ReadingText & Vocabulary第5页/共51页6premium n. 加付款；额外费用e.g. Even if customers want solutions, most are not willing to pay a premium for them.F

4、or that, consumers were prepared to pay a premium.ReadingText & Vocabulary第6页/共51页Consumers are now bombarded with choices.7ReadingText & Vocabularybombard vt. 向大量提供信息e.g. The other option is to bombard users with more ads, which might scare them away.第7页/共51页They are “commercials veterans” experien

5、cing up to 1,500 pitches a day.8commercial n. 商业广告e.g. Turn the channel there are too many commercials.ReadingText & Vocabulary第8页/共51页They are “commercials veterans” experiencing up to 1,500 pitches a day.9veteran n. 经验丰富的人e.g. He is a veteran of countless political campaigns.ReadingText & Vocabula

6、ry第9页/共51页Not only will they need to be a stamp of product quality and a promise of a more desirable lifestyle but they will also have to project an image of social responsibility.10project vt. 展现，确立（形象）e.g. He just hasnt been able to project himself as the strong leader.ReadingText & Vocabulary第10页

7、/共51页Read the text and choose the best sentences to fill the gaps in the text.1Nearly half of all US college students have taken marketing courses and “know the enemy”.2However, brands of the future will have to stand for all of this and more.3A logo was a straightforward guarantee of quality and co

8、nsistency, or it was a signal that a product was something new.A) _ B) _ C) _111ReadingComprehension312第11页/共51页Read paragraph 3 again and decide whether the following statements about branding in the past are true (T) or false (F). 1 It was relatively easy in the past to create a new brand. 2 Buyin

9、g a branded product did not cost customers more. 3 The government closely controlled the branding of products. 4 A successful brand could bring enormous benefits to companies. 5 Strong brands stopped other companies from entering the market.TFFTT12ReadingComprehension2第12页/共51页Choose the best words

10、to complete the following sentences.1 Companies _ consumers into buying their products through advertising. A influence B manipulate C aspire2 Younger customers regularly _ from one brand to another. A brand B distract C switch3 Consumers nowadays are _ with advertisements and brand promotion inform

11、ation. A influenced B bombarded C filled4 The market has changed beyond _. A recognition B proportion C competition13ReadingVocabulary1BCBA第13页/共51页5 The new perfume range _ to the younger end of the market. A attracts B advertises C appeals6 The global economic situation is _ and major economies mu

12、st lead the way in tackling problems. A optimistic B grim C unclear7 The company will have a product launch in the Chicago Trade Fair next month to _ their latest products. A offer B develop C showcase8 Understanding how to _ a professional image in the workplace is definitely crucial to a successfu

13、l career. A project B set C protect14ReadingVocabularyCBCA第14页/共51页Complete the passage with the following words.Saying “I do” to the marketersWhen young couples get married in the USA, they receive a gift bag marked “newlywed kit”.In a world of ever increasing 1) _ many companies are happy to use t

14、his new way to reach market. Corporate 2) _ say that certain points in life make people especially vulnerable（易受影响的）to sales 3) _. Companies such as P&G have found this to be a very 4) _ way to target extremely profitable consumers such as young couples. US newlyweds spend an average of $70 billion

15、in the first year of marriage. competitionmarketerspitcheseffective15ReadingVocabularycynical competition effective pitch customer marketer impress2第15页/共51页One study shows that 67 per cent of women wear the same perfume they wore when they got married and a survey conducted by a brides magazine sho

16、wed that after three years of marriage women were still 5) _ of the same stores they had shopped in before the wedding. While the gift bags do appeal to a lot of young couples, others are a little less 6) _ . As one rather 7) _ young man said when he found an offer for a new chequebook in his gift b

17、ag, “Does this mean that marriage stands for financial worries? This stuff seems better suited for a divorce kit!”16ReadingVocabularycustomersimpressedcynical第16页/共51页The author suggests people today are more cynical about and less responsive to advertisements. Do you agree? What do you think influe

18、nces young peoples buying decisions?17ReadingSpeaking第17页/共51页18BIZ knowledgeHave you ever heard “marketing mix” and “four Ps”?Give your comprehension of the four major factors of marketing: product, price, place, promotion.Warm-upMarketing mix第18页/共51页Research the marketing campaign of a product /

19、service you know and analyse the four Ps of it. Do you think the campaign is successful or not? Why?19BIZ knowledgeMarketing mix第19页/共51页Listen to a brand strategy consultant talking about the importance of brands and complete the answers to the questions.1Why do companies need to create brands?Bran

20、d is the _ behind a business, is a companys most valuable _, and the unmistakable _ for a companys products and services.driving forceasset20Listening & SpeakingListening 11symbol第20页/共51页2 What are the five most important characteristics of a brand? Be _, not be easily _ with competing brands. Be e

21、asy to _; complicated _, too many _and sophisticated _ are out. Be easy to _ in several languages. Fit the _ of the product. Communicate the _ to the target customer.distinctiveconfused21Listening & SpeakingListening 1memoriseimagescoloursnamespronounceimageright emotional appeal第21页/共51页A successfu

22、l brand appeals to peoples emotions and desires. Match the following slogans to the types of appeals. And then work in groups to talk about other advertisements that reflect the appeals. 1 Dont leave home without it. (American Express) 2 Think Different. (Apple) 3 It keeps going and going and going.

23、 (Energizer) 4 Because Im worth it. (LOral) 5 The great American chocolate. (Hersheys) A patriotismB self-esteemC insecurityD originalityE value for money22Listening & SpeakingListening 12CDEBA第22页/共51页Listen to Amy Masterson from Internet Plus, an advertising agency in the UK, talking about the rea

24、sons for growth in e-marketing and complete the following sentences.1The online audience is _ and getting _ every year.2Mobile broadband and high-speed access are getting _, making people connected even when they are on the move.3More and more people are opting for quality broadband connections, off

25、ering the marketers a greater choice of _.hugecheaper and cheapermedia23Listening & SpeakingListening 2bigger第23页/共51页4With the popularity of _, people now use the Internet to watch programmes theyve missed, offering advertisers _.5Internet TV offers yet another opening to reach _.6Social media are

26、having _ on the market and attract a huge youth audience.catch-up TVspecific groups of consumersa massive impact24Listening & SpeakingListening 2more exposure第24页/共51页Culture at workCareer skillsDilemma & Decision213Do Business第25页/共51页When considering alternatives it is important to show the degree

27、 of difference between them. By using quantifiers, we can show our preferences and argue for them more persuasively.The new design will cost slightly more but look a lot better.This shirt is a bit / slightly tighter than that one.I think this is by far the best alternative.Your phone is a lot more /

28、 way more expensive than mine.26ReadingCareer skillsConsidering alternatives第26页/共51页Listen to several people from the companies talking about their jobs and complete the following table of quantifiers.27ReadingCareer skills1Considering alternativesMinor differenceMajor differenceslightlya bita litt

29、le / a fewmuchonlyjustquiteratherreasonablysignificantlywaya lotby far第27页/共51页Which of the following cell phones would you choose to buy? Compare them in terms of price, style, reliability, function etc, using quantifiers you learn from the Career skills box.28ReadingCareer skills2Considering alter

30、nativesiPhoneMIHUAWEI第28页/共51页Some cultures believe that all statements should be honest, accurate, unemotional and not open to interpretation. Other cultures prefer to modify s t a t e m e n t s w i t h understatement (eg somewhat, slightly) or exaggeration or even leave the true meaning unsaid.29R

31、eadingCulture at workFactual or vague第29页/共51页30ReadingCulture at workFactual or vagueFactual culturesVague culturesAccuracyPrefer to give precise details: The train was 13 minutes late. Its 10.30.Prefer to give approximate details:The train was a bit late.Its nearly a quarter past 10.Use of modifie

32、rsDont use modifiers:The price is higher.Often use modifiers:The price is a little higher.Stating factsState the facts exactly:We wont make the deadline.Dont always state the facts exactly:We would have a slight problem meeting the deadline.第30页/共51页1 What is common in your culture?2 H o w m i g h t

33、 t h i s d i f f e r e n c e c a u s e misunderstandings in multicultural teams?31ReadingCulture at workFactual or vague第31页/共51页ReadingDilemma & DecisionDilemma: A scent of risk32W h a t p e r f u m e a n d cosmetics companies do you know?Which brands do you prefer? Why?Warm-up第32页/共51页Bellissima i

34、s an Italian perfume and cosmetics business. The company has a highly successful range of products in the luxury cosmetics market.It is planning to launch a new fragrance and extensive market research has produced detailed profiles of two potential target markets as described below. Bellissima now h

35、as to decide whether to expand its current market base or risk branching out and reaching a new client.Brief33ReadingDilemma & DecisionDilemma: A scent of risk第33页/共51页Profile A High-income women aged 25-30, who spend a high proportion of income on restaurants and theatre. Currently loyal to our cos

36、metics range but change perfume brands from time to time. They already have a positive image of our brand, so a relatively limited promotional campaign would be enough to create an awareness of the new product. They accept high prices for quality products. Packaging should be simple but elegant, usi

37、ng expensive materials in dark colours. The brand should appeal to a sense of ambition and superiority. Suggested brand names: Sophistication or Cool Elegance.Brief34ReadingDilemma & DecisionDilemma: A scent of risk第34页/共51页Profile B Women aged 18-25, who like popular music, clothes, going out and d

38、ont mind paying high prices for quality or products that are “in fashion”. Currently dont use our brands; consider them slightly old-fashioned. We would need to spend a lot on promotion to attract this target group who are not high earners but spend a high proportion of income on clothes and cosmeti

39、cs. Packaging should represent a young, carefree lifestyle with a strong and rebellious personality. Regular packaging needs to be updated to keep up with fashion trends. Suggested brand names: Rebel Angel or She Devil.Brief35ReadingDilemma & DecisionDilemma: A scent of risk第35页/共51页Work in groups.

40、Discuss the advantages of each profile and decide which option has more potential for Bellissima.Task 136ReadingDilemma & DecisionDilemma: A scent of risk第36页/共51页Now choose a brand name and plan your brand strategy. Consider the four Ps of the marketing mix.Present your concept and brand strategy t

41、o the class.Task 237ReadingDilemma & DecisionTask 3Dilemma: A scent of risk第37页/共51页 Writing guideWrite the minutes for the Marketing Director at Bellissima with a summary of your groups strategy.Write it up38Dilemma & DecisionDilemma: A scent of risk第38页/共51页Rosemary Weinberger is a brand consultan

42、t. Listen to her discussing the dilemma and find out which option she would choose.39ReadingDilemma & DecisionDecision第39页/共51页At every business meeting someone is assigned to “take the minutes”. This person notes down all the important points made at the meeting and later writes up a clear summary

43、of what was said and decided.It is generally agreed that the minutes should be sent within 24 hours to all the participants and anyone else affected by the content. This ensures that people stay focused on the issues raised and keep future action points clear in their minds.Minutes are sent to make

44、sure that things discussed at meetings actually get done.ReadingWriting guideMinutesMinutes40第40页/共51页When writing minutes, you should follow the standard format. The following different components should appear on the page:a subject and date of the meetingb list of participantsc summary of the chai

45、rpersons introductiond summary of opinions and suggestions exchangede action points decided upon, people assigned to each action and deadlines givenf date and time of next meetingReadingWriting guide41LayoutMinutesMinutes第41页/共51页Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPre

46、sent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Department for meeting the usual output targets while finishing an additional order at the s

47、ame time. She then announced that: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard to make the company more competitive in the times of economic instability.ReadingWriting guide42Layouta subject and date of the meetingMinutesMinute

48、s第42页/共51页Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Department f

49、or meeting the usual output targets while finishing an additional order at the same time. She then announced that: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard to make the company more competitive in the times of economic instab

50、ility.ReadingWriting guide43Layoutb list of participantsMinutesMinutes第43页/共51页Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Haw

51、kins opened the meeting by congratulating the Production Department for meeting the usual output targets while finishing an additional order at the same time. She then announced that: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard

52、 to make the company more competitive in the times of economic instability.ReadingWriting guide44Layoutc summary of the chairpersons introductionMinutesMinutes第44页/共51页Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Ha

53、wkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern about potential quality failure. She asked for a detailed report outlining: present working methods; The report will enable her and the Finance Committee to consider the option of inve

54、sting in more machinery.The following action points were decided upon: Ms Littleton will contact machine suppliers and draw up a list of the most competitive prices by the end of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide45Layoutd summary of opinions and suggestions

55、 exchangedMinutesMinutes第45页/共51页Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern about potential qua

56、lity failure. She asked for a detailed report outlining: present working methods; The report will enable her and the Finance Committee to consider the option of investing in more machinery.The following action points were decided upon: Ms Littleton will contact machine suppliers and draw up a list o

57、f the most competitive prices by the end of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide46Layoute action points decided upon, people assigned to each action and deadlines givenMinutesMinutes第46页/共51页Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern a