实用综合教程1电子教案2013版Unit5

1、Background Information As the global leader in the nonalcoholic beverage industry, the Coca-Cola Company offers nearly 400 brands in over 200 countries, ranging from soft drinks and fruit juices, to bottled waters and sports drinks. More than 1.3 billion times a day someone enjoys one of its beverag

2、es. And it brings with it enormous business opportunities and great responsibility.BackgroundInformationVideo ClipGroup DiscussionSpot Dictation PepsiCo is a world leader in convenient foods and beverages, with 2005 revenues of more than $32 billion and more than 157,000 employees. The company consi

3、sts of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and generate annual sales at the retail level of about $85 billion.BackgroundInformationVideo ClipGroup DiscussionSpot Dictation

4、Video ClipSourceMarketing Planning Group DiscussionSpot DictationBackgroundInformationVideo Clip For video script, please scroll down the page.Questions:1.2.What does a marketing plan refer to? What is the main idea of a marketing process?KeyIt refers to the plan for marketing of a company.KeyThe ma

5、in idea of the process is to start with broad ideas and goals andthen narrow them down to specific goals and actions.Video ClipSpot DictationBackgroundInformationVideo ClipGroup DiscussionGroup Discussion1.2.Do you know any success stories about big companies?What are they?Do you think marketing res

6、earch is significant to a companys success? Why, or why not?Spot DictationBackgroundInformationVideo ClipGroup DiscussionSpot Dictation Most people think that is only about the and / or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activ

7、ities. In general, marketing activities are all those with the particular wants and needs of a target market of , and then going about those customers better than the . This involves doing market on customers, analyzing their needs, and then making strategic decisions about product , pricing, and di

8、stribution.Video ClipGroup DiscussionBackgroundInformationSpot Dictationmarketing_advertising_associated_identifying_competitors_research_customers_satisfying_design_promotion_Part Division of the TextThe text can be divided into three parts:Part 1 (Paragraphs 1-3): Coca-Cola Company made a big mark

9、eting error by replacing old Coke with New Coke.Part 2 (Paragraphs 4-8): Many analysts blame the error on poor marketing research.Part 3 (Paragraph 9): Some observers regarded it as a smart decision in that it got two brands on the supermarkets shelves.Part Division of the TextFurther UnderstandingF

10、urther Understanding1.2.In the blind tests, 60 percent of consumers chose the new Coke over the old. Why did it turn out to be a marketing error?In what sense did some observers think that Cokes managers had made a smart decision?By first taking away its original Coke and then bringing it back again

11、, the company got two brands on the supermarkets shelves. Therefore, its thought to be a clever trick in the struggle for shelf space.Questions:Because the research looked only at taste and didnt look at the total product: name, history, packaging, and image. Besides, the company failed to consider

12、peoples emotions about Coke.KeyKeyPart Division of the TextFurther Understanding In May 1985, the Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The company announce

13、d the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unless Coca-Cola bro

14、ught back the old formula or made it public.A Smart Move or an Error The Story of the New Coke In mid-July, after just two months, the Coca-Cola Company brought old Coke back. Called Coke Classic, it was sold side by side with New Coke on supermarket shelves. The company said that New Coke would be

15、its main brand, but consumers had a different idea. By the end of 1985, Classic was outselling New Coke in supermarkets by two to one. Thus Coke Classic became the companys main brand. Why was New Coke introduced in the first place? What went wrong? Many analysts blame the error on poor marketing re

16、search. In the early 1980s, though Coke was still the leading soft drink, it was slowly losing market share to Pepsi. For years, Pepsi had successfully started the “Pepsi Challenge”, and a series of taste tests showed that consumers preferred the sweeter taste of Pepsi. By early 1985, though Coke le

17、d in the overall market, Pepsi led in shares of supermarket sales by 2 percent. This 2 percent of the big soft drink market means millions of dollars in retail sales! Coca-Cola had to do something to stop this. The solution appeared to be a change in Cokes taste. Coca-Cola began the largest new-prod

18、uct research project in the companys history. It spent over two years and millions of dollars on research. It conducted about two hundred thousand taste tests. In the blind tests, 60 percent of consumers chose the new Coke over the old, and 52 percent chose it over Pepsi. Research seemed to show tha

19、t New Coke would be a winner and the company introduced it with confidence. So what happened? Looking back, Cokes marketing research appears to have been too narrow. The research looked only at taste; it did not explore how consumers felt about dropping the old Coke and replacing it with the new Cok

20、e. The research consisted mostly of “blind comparisons” and did not look at the total product: name, history, packaging, and image. To many people, Coke, like hot dogs and apple pie, is a typical American product. The company failed to consider the peoples emotions about Coke. Perhaps Cokes managers

21、 used poor judgment. For example, they overlooked the fact that 40 percent still wanted the old Coke. The company might have been wiser to leave the old Coke alone and introduce New Coke as a brand extension. Furthermore, the new Coke should not have gone national immediately. Instead, it should hav

22、e been introduced regionally to see how well it would do. However, some observers thought that Cokes managers had made a smart decision. Supermarkets would have resisted adding another Coke flavor on their shelves. By first taking away its original Coke and then bringing it back again, the company g

23、ot two brands on the shelf, really a clever trick in the struggle for shelf space. (556 words) In May 1985, the Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The co

24、mpany announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unless

25、 Coca-Cola brought back the old formula or made it public.A Smart Move or an Error The Story of the New Coke Looking back, Cokes marketing research appears to have been too narrow. The research looked only at taste; it did not explore how consumers felt about dropping the old Coke and replacing it w

26、ith the new Coke. The research consisted mostly of “blind comparisons” and did not look at the total product: name, history, packaging, and image. To many people, Coke, like hot dogs and apple pie, is a typical American product. The company failed to consider the peoples emotions about Coke. However

27、, some observers thought that Cokes managers had made a smart decision. Supermarkets would have resisted adding another Coke flavor on their shelves. By first taking away its original Coke and then bringing it back again, the company got two brands on the shelf, really a clever trick in the struggle

28、 for shelf space. (556 words) In mid-July, after just two months, the Coca-Cola Company brought old Coke back. Called Coke Classic, it was sold side by side with New Coke on supermarket shelves. The company said that New Coke would be its main brand, but consumers had a different idea. By the end of

29、 1985, Classic was outselling New Coke in supermarkets by two to one. Thus Coke Classic became the companys main brand. Why was New Coke introduced in the first place? What went wrong? Many analysts blame the error on poor marketing research.Symptoms到了到了1985年年末，超市里传统可乐的销量超过新可乐的一倍。年年末，超市里传统可乐的销量超过新可乐

30、的一倍。Sentence Translation:By the end of 1985, the sales of Classic in supermarkets became twice as much as that of New Coke.Sentence Paraphrase:outsell是及物动词，后面可以直接加宾语，意思是是及物动词，后面可以直接加宾语，意思是“销得比销得比多多”，by two to one是用来修饰是用来修饰“销量超过销量超过”的程度的，的程度的，two to one即二比即二比一，也就是一，也就是Classic的销量是的销量是New Coke的两倍。的两倍。S

31、tructural Analysis: Perhaps Cokes managers used poor judgment. For example, they overlooked the fact that 40 percent still wanted the old Coke. The company might have been wiser to leave the old Coke alone and introduce New Coke as a brand extension. Furthermore, the new Coke should not have gone na

32、tional immediately. Instead, it should have been introduced regionally to see how well it would do.Symptoms也许公司更为明智的做法是保留原有的可乐品牌，同时推出新的可乐也许公司更为明智的做法是保留原有的可乐品牌，同时推出新的可乐作为品牌的延伸。作为品牌的延伸。Sentence Translation:The company might have been wiser if it had left the old Coke alone and introduced New Coke as a

33、 brand extension.Sentence Paraphrase:这是一句对过去的虚拟句（详见这是一句对过去的虚拟句（详见Unit 2, Book 3），即），即The company was not wiser not to leave the old Coke alone and introduce New Coke as a brand extension。Structural Analysis:A Smart Move or an Error The Story of the New Coke In May 1985, the Coca-Cola Company made a

34、big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The company announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more tha

35、n fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unless Coca-Cola brought back the old formula or made it public.marketShe went to the market to buy food for the family.If it is marketed in th

36、e right way, it will sell very well.NB：a) n. 市场；集市市场；集市b) v. 出售；销售出售；销售There are numerous small markets in the town.Idiomatic Expressions:in the market for play the marketon the market准备买；打算买准备买；打算买（买卖股票，商品等）投机（买卖股票，商品等）投机有现货；有供应有现货；有供应A Smart Move or an Error The Story of the New Coke In May 1985,

37、the Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The company announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat.

38、Coke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unless Coca-Cola brought back the old formula or made it public.Derivatives:marketable adj.marketing n.可卖的；适合在市场出售

39、的可卖的；适合在市场出售的销售学销售学Useful Expressions:market price market researchmarket competitionmarket demandmarket economy市价；出售价格市价；出售价格市场调查市场调查市场竞争市场竞争市场需求市场需求市场经济市场经济A Smart Move or an Error The Story of the New Coke In May 1985, the Coca-Cola Company made a big marketing error. After ninety-nine successful

40、years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The company announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more than fifteen hundred phone calls and many bags of mai

41、l each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unless Coca-Cola brought back the old formula or made it public.originalThe original plan was better than the plan we followed.This is a copy; the original is in the Prado in Madrid.NB：a) adj.

42、原先的；最初的；最早的原先的；最初的；最早的b) n. 原作物；原物原作物；原物an original designoriginal ideas创新的；非抄袭的创新的；非抄袭的这是摹本，原作在马德里的国家美术馆。这是摹本，原作在马德里的国家美术馆。A Smart Move or an Error The Story of the New Coke In May 1985, the Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original

43、 formula Coke! In its place came New Coke with a sweeter, smoother taste. The company announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers.

44、A group called Old Cola Drinkers protested and threatened to start a suit unless Coca-Cola brought back the old formula or made it public.the source of the Nilethe origin of civilizationoriginal的名词是的名词是origin，意思是，意思是“起源，开端起源，开端”。 请注意请注意origin与与source的区别的区别, source指的是河流的源头，引申为指的是河流的源头，引申为“来源，出处来源，出处”

45、，例，例如：如：The news comes from a reliable source.Newspaper serves as a very good source of information.尼罗河的发源地尼罗河的发源地In the passage you are supposed to read there are many words of Latin origin. The princess is a woman of humble origin. A Smart Move or an Error The Story of the New Coke In May 1985, th

46、e Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The company announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Co

47、ke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unless Coca-Cola brought back the old formula or made it public.Derivatives:originoriginateoriginallyoriginality起源；开

48、端起源；开端发源；发起；创造；发明发源；发起；创造；发明原先；起始；新颖地；别出心裁地原先；起始；新颖地；别出心裁地创新能力；独创性；独特创新能力；独创性；独特n. v. adv. n. A Smart Move or an Error The Story of the New Coke In May 1985, the Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place ca

49、me New Coke with a sweeter, smoother taste. The company announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinke

50、rs protested and threatened to start a suit unless Coca-Cola brought back the old formula or made it public.consume NB：v. 消费；花费；耗尽消费；花费；耗尽In the mid-seventies Americans consumed about seventeen million barrels of oil daily. 其形容词其形容词consuming, 常和名词一起组成合成形容词，如：常和名词一起组成合成形容词，如：time-consuming oil-consum

51、ingenergy-consuming需要时间的需要时间的废油的废油的浪费能源的浪费能源的A Smart Move or an Error The Story of the New Coke In May 1985, the Coca-Cola Company made a big marketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoother taste. The c

52、ompany announced the new taste with much advertising At first, New Coke sold well. But sales soon went flat. Coke began receiving more than fifteen hundred phone calls and many bags of mail each day from angry consumers. A group called Old Cola Drinkers protested and threatened to start a suit unles

53、s Coca-Cola brought back the old formula or made it public.Derivatives:consumer n. consuming adj. consumption n. 消费者消费者消费的；消耗的；耗尽的消费的；消耗的；耗尽的消费；耗尽消费；耗尽Useful Expressions:consume away丧失体力及健康；消瘦；憔悴丧失体力及健康；消瘦；憔悴Frequent overwork is consuming away his health. Looking back, Cokes marketing research appea

54、rs to have been too narrow. The research looked only at taste; it did not explore how consumers felt about dropping the old Coke and replacing it with the new Coke. The research consisted mostly of “blind comparisons” and did not look at the total product: name, history, packaging, and image. To man

55、y people, Coke, like hot dogs and apple pie, is a typical American product. The company failed to consider the peoples emotions about Coke. consist The committee consists of ten members.NB：v. a) （与（与 of 连用）由连用）由组成组成The report consists with the facts.Her charm does not consist only in her beauty.b) (

56、 (与与 in 连用连用) ) 在于在于c) ( (与与 with 连用连用) ) 一致；符合一致；符合 Looking back, Cokes marketing research appears to have been too narrow. The research looked only at taste; it did not explore how consumers felt about dropping the old Coke and replacing it with the new Coke. The research consisted mostly of “blin

57、d comparisons” and did not look at the total product: name, history, packaging, and image. To many people, Coke, like hot dogs and apple pie, is a typical American product. The company failed to consider the peoples emotions about Coke. Comparison:consist, compose 和和 comprise三者都有三者都有“组成，构成组成，构成”之意，但

58、表达此意时之意，但表达此意时consist 要与要与of连用，连用，表示表示“（整体）由（整体）由（部分）组成（部分）组成”，如：，如：compose 是及物动词，表示是及物动词，表示“（部分）组成（整体）（部分）组成（整体）”，如：，如：而而comprise，既有，既有“（整体）由（整体）由（部分）组成（部分）组成”之意，又有之意，又有“（部分）组成（整体）（部分）组成（整体）”之意。如：之意。如：The island of Great Britain consists of England, Scotland and Wales.England, Scotland and Wales co

59、mpose the island of Great Britain.The island of Great Britain is composed of England, Scotland and Wales. Looking back, Cokes marketing research appears to have been too narrow. The research looked only at taste; it did not explore how consumers felt about dropping the old Coke and replacing it with

60、 the new Coke. The research consisted mostly of “blind comparisons” and did not look at the total product: name, history, packaging, and image. To many people, Coke, like hot dogs and apple pie, is a typical American product. The company failed to consider the peoples emotions about Coke. The island