实用综合教程第二版3 unit4 电子教案.ppt

1、homeContentsReviewJohn the words into a grammatical sentence.must, towards, we, aim, market, the, globalWe must aim towards the global market.share, I, room, other, with, a, students, fourI share a room with four other students.地面湿滑，小心滑倒！Caution！ Slippery！Wet floor！ Watch your step！Lead-inShirt with

2、 long sleevesClothes make the man.CheongsamQi PaoChi-PaoPrice StyleQuality Brand Show Time insoleA piece of material shaped like your foot that is placed inside a shoe to make it more comfortableGroup 2shoe-padsFresh Air in ZhuhaiGroup 3Start Your BusinessHave innovative ideas.Do a market survey.Dra

3、w up a business plan.Contact potential customers.Observe how your business is running.Question: Today there are usually different brands of the same product. Why does a certain brand sell better than others?A certain brand sells better than others usually because of the following reasons:(1) It is a

4、 famous brand.(2) The company spends a lot of money on advertising.(3) The product has a very famous person to advertise it.(4) The product is of good quality.(5) The product is attractive in design or packaging.(6) The brand has a long history.(7) The product offers a better after-sale service.(8)

5、The name of the brand sounds exotic.Hints Warm-up- DiscussionDiscussionBackground InformationWarm-upYou will hear a recorded passage. After that you will hear five questions. Both the passage and the questions will be read twice. When you hear a question, you should complete the answer to it with a

6、word or a short phrase (in no more than three words). The questions and incomplete answers are printed in the textbook for your reference.1. Is it easy to have your own business?No. Having my own business is work, but it can be .hard_ListeningListening and SpeakingSpeakingListeningI. Listening Scrip

7、trewarding_2. What is the first step in starting a small business?The first step is to have ideas.3. What does a person need to do in the market survey if she or he plans to start a business?In the market survey, the person who plans to start a business needs to find out the potential and check out

8、.4. What should a business plan include?A business plan should include will be sold, it will be sold, the customers will be, and how much it will cost to start.ListeningListening and Speakinginnovative_SpeakingListeningcustomers_competition_what_how_who_ListeningListening and SpeakingSpeakingListeni

9、ng5. How do you know you have made a profit once your business is up and running?Ive made a profit if I have money left after my are paid.expenses_Think of a small business you would like to start on your own after graduation. Come up with a business plan, and try to persuade your partner to join yo

10、u. Your plan shouldinclude the points outlined below. If your partner or you have an interesting plan, volunteer to present it to the whole class.SpeakingListening and SpeakingII. SpeakingSpeakingListening1. What product or service would you like to sell?2. What kind of people will be your potential

11、 customers?3. Where do you plan to locate your business?4. How much will it cost to start your own business?5. Why do you think you can make a profit?Listening ScriptHaving your own business is hard work, but it can be rewarding. Here are some tips for starting a small business.Step 1: Have innovati

12、ve ideas. Suppose you like dogs and have free time. Why not start a dog-walking service?Step 2: Do a market survey. Find out your potential customers. Also, check out competition. If theres another dog-walking service nearby, you have a smaller chance.Step 3: Draw up a business plan that includes wh

13、at will be sold, how it will be sold, who the customers will be, and how much it will cost to start.Step 4: Contact potential customers. Then, set a work schedule for yourself. Finally, you must actually start walking dogs!Step 5: Once your business is up and running, observe how its doing. If you h

14、ave money left after your expenses are paid, youve made a profit. Congratulations!Listening and SpeakingSpeakingListeningexisting since the beginning; not being the same as others 原来的；独创的 原物，原作ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText Studymoven.Text Asth.

15、 that you do in order to achieve sth. or to make progress in a situation 策略，一步棋the work of encouraging people to buy a product or service 市场营销a mistake 错误，谬误error n.marketing n.original adj.n.throw away丢弃，抛弃ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyTe

16、xt Aformulan.配方，公式the business of trying to persuade people to buy products or services 广告，广告业not too strong or bitter, and tasting good; having a regular surface 柔和的；平滑的smoothadj.advertisingn.receive vt.get sth. that sb. has given or sent to you 收到，接收flatadj.inactive in business 生意清淡的，不景气的Comprehen

17、sionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyText Aprotest vt. & vi. n.show that you disagree with sth. 抗议，反对 抗议，反对a lawsuit 诉讼，起诉tell sb. that you will hurt or harm him or her if the person does not do the thing you want 威胁，恐吓threaten vt.suit n.classic n.adj.sth

18、. well-known that is of high quality or lasting value 经典，名品 of high quality or standard 一流的，经典的ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyText Aside by side并列，并排sell in greater numbers than another product 比畅销，比更会推销超市supermarketn.outsell vt.go wrong走入歧

19、途，（机器等）发生故障in the first place当初，原先sb. whose job is to examine the details of a situation carefully, and give their opinion about it 分析师，化验员analyst n.ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyText Aleading adj.main, most important or most successful 最主

20、要的，领导的considering everything or everyone 全部的，全面的on the whole 总的来说，大体上trousers with a part that covers the chest and straps that go over the shoulders 罩衫，防护服a set of questions to measure sb.s knowledge or ability 测试do sth. in order to discover if sth. is safe or works correctly 试验test n.vt.overall ad

21、j.adv.n.ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyText Ablind test盲检，不加标识的（商品）测验the paper, box, plastic, etc., that sth. is put in so that it can be sold or sent somewhere 包装including everything 总体的，全部的total adj.packaging n.apple pie苹果馅饼，苹果派hot doga c

22、ooked sausage eaten inside bread 热狗a strong feeling 感情，情绪emotion n.ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyText Ajudgment n.an opinion about sb. or sth. that you decide on after thinking carefully; the ability to make good decisions 判断，判断力not notice

23、 or consider sth. 疏忽，忽视overlook vt.extension n.sth. that is added on to sth. else to make it longer or bigger 延伸，拓展leave alone不管from a particular area 地区性地，区域性地regionally adv.ComprehensionWords and ExpressionsVocabulary BuildingText A Words and ExpressionsText StudyText Aobserver n.sb. who sees sth.

24、 观察者Proper NamesCoca-Cola Company: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。1 In May 1985, the Coca-Cola Company made a bigmarketing error. After ninety-nine successful years, it threw away its original formula Coke! In its place came New Coke with a sweeter, smoo

25、ther taste. The company announced the new taste with much advertising.Text A-1A Smart Move or an Error The Story of the New CokeComprehensionWords and ExpressionsVocabulary BuildingText StudyText AText A-2Text AComprehensionWords and ExpressionsVocabulary BuildingText Study2 At first, New Coke sold

26、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 brought back the old formula or made it public.Text A-3Text AComp

27、rehensionWords and ExpressionsVocabulary BuildingText Study3 In mid-July, after just two months, the Coca-ColaCompany brought old Coke back. Called Coke Classic,it was sold side by side with New Coke on supermarketshelves. The company said that New Coke would be itsmain brand, but consumers had a di

28、fferent 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.Text A-4Text AComprehensionWords and ExpressionsVocabulary BuildingText Study4 Why was New Coke introduced in the first place? What went wrong? Many analy

29、sts blame the error on poor marketing research.5 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 tast

30、e of Pepsi. By early 1985, though Coke led in the overall market, Pepsi led in share 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 tas

31、te.Text A-5Text AComprehensionWords and ExpressionsVocabulary BuildingText StudyText A-6Text AComprehensionWords and ExpressionsVocabulary BuildingText Study6 Coca-Cola began the largest new-product researchproject in the companys history. It spent over two yearsand millions of dollars on research.

32、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 that New Coke would be a winner and the company introduced it with confidence. So what happened?Text A-7Text A

33、ComprehensionWords and ExpressionsVocabulary BuildingText Study7 Looking back, Cokes marketing research appears tohave 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 most

34、ly 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.Text A-8Text AComprehensionWords and ExpressionsVocab

35、ulary BuildingText Study8 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 g

36、one national immediately. Instead, it should have been introduced regionally to see how well it would do.Text A-8Text AComprehensionWords and ExpressionsVocabulary BuildingText Study9 However, some observers thought that Cokes managers had made a smart decision. Supermarkets would have resisted addi

37、ng 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 for shelf space.Text A- Comprehension1A. Complete the following sentences orally according to the text, and

38、then work with your partner and take turns asking and answering the questions orally.1. What was the big marketing error that the Coca-Cola Company made in May 1985?In May 1985, the Coca-Cola Company threw away 2. How did Old Cola Drinkers react to the new Coke?They protested and threatenedits origi

39、nal formula Coke! In its place came New Coke with a sweeter, smoother taste_.ComprehensionVocabulary BuildingText StudyText AWords and ExpressionsCoca-cola brought back the old formula or made it publicto start a suit unless_._3. In blind tests, how did the consumers like the new Coke in comparison

40、with the old Coke and Pepsi?In the blind tests, 4. What was the problem in Cokes marketing research?The problem was that the research did notText A- Comprehension260 percent of consumers chose theText Ahow consumers felt about dropping the old Coke and replacing it with the new Coke. Furthermore, th

41、e research did not look at the total product: name, history, packaging, and imageComprehensionVocabulary BuildingText StudyWords and Expressionsnew Coke over the old, and 52percent chose it over Pepsi_.explore_._5. Why did the observers still think that Cokes managers had made a smart decision?The o

42、bservers thought that it was a smart move becauseText A- Comprehension2by first taking away its original Coke and thenText Abringing it back again, the Coca-Cola company got two brands on the shelf, really a clever trick in the struggle for shelf space_.ComprehensionVocabulary BuildingText StudyWord

43、s and ExpressionsText A- Comprehension31. Compared with Old Coke, New Coke was _.A. smoother B. flatC. original D. cheaperText AComprehensionVocabulary BuildingText StudyWords and ExpressionsB. Choose the best answer for each of the following statements or questions according to the text.Text A- Com

44、prehension4Text AComprehensionVocabulary BuildingText StudyWords and Expressions2. What happened in the Coke-Pepsi competition by early 1985?A. Coke led the market by 2 percent.B. Pepsi led the market by 2 percent.C. Coke led the supermarket sales by 2 percent.D. Pepsi led the supermarket sales by 2

45、 percent.Text A- Comprehension4Text AComprehensionVocabulary BuildingText StudyWords and Expressions3. What happened to the old Coke in the blind tests?A. 40 percent of consumers chose it over the new.B. 48 percent of consumers chose it over Pepsi.C. 60 percent of consumers chose it over the new.D.

46、52 percent of consumers chose it over Pepsi.Text A- Comprehension5Text AComprehensionVocabulary BuildingText StudyWords and Expressions4. The error in Cokes marketing research seems to be that _.A. it looked at the tasteB. it overlooked the total productC. the researchers, rather than the consumers,

47、 did the “blind comparisons”D. the researchers did not know that Americans like to eat hot dogs and apple pie together with CokeText A- Comprehension6Text AComprehensionVocabulary BuildingText StudyWords and Expressions5. Cokes strategy might be considered a smart move because _.A. Cokes managers we

48、re smart peopleB. supermarkets knew what Coke wanted to doC. Coke got two brands on the supermarket shelfD. Coke successfully tricked PepsiText A- Vocabulary BuildingA1Active Wordsn. 1. 集市 There is a big flower market near where I live.2. 市场 Our product is aimed at the teenage market.3. 市场需求 You wil

49、l have to go out and create a market if you want to succeed.v. 1. 出售，销售 If this is marketed in the right way, itll sell very well.ComprehensionVocabulary BuildingText StudyText AWords and ExpressionsmarketText A- Vocabulary BuildingA1Text AComprehensionVocabulary BuildingText StudyWords and Expressi

50、onsin the market (for sth.) 准备买，打算买We are in the market for a used car.market competition 市场竞争market demand 市场需求market economy 市场经济market price 市场价on the market 有现货，有供应The latest version of the software will be on the market next week.marketText A- Vocabulary BuildingA2Text AComprehensionVocabulary

51、BuildingText StudyWords and Expressionsn. 1. 地方，地点 The tourist guide showed us many places of interest in Beijing.2. 职位，职务 He has got a place as a clerk in the bank.3. 名次，等级 John took the first place in the competition.v. 1. 放置，摆放 The librarians are placing the new books on the shelves.2. 安置，安排 The

52、boss placed Jerry in a very important position.placeText A- Vocabulary BuildingA2Text AComprehensionVocabulary BuildingText StudyWords and Expressionsin place 在合适的位子；适当，适宜Mom likes me to have everything in place.I dont think this proposal is quite in place.in place of 代替，取代Robots can carry out tough

53、 tasks in place of human workers.in the first place 原先，最初；第一，首先I cant go there. In the first place, I dont have much money; in the second place, I dont have enough time.placeText A- Vocabulary BuildingA2Text AComprehensionVocabulary BuildingText StudyWords and Expressionsout of place 在不合适的位置；不适当，格格不

54、入These books are out of place.She felt out of place among the strangers.take place 发生，进行 When and where did this accident take place?take the place of 代替，取代 Plastics have taken the place of many materials.placeText A- Vocabulary BuildingA3Text AComprehensionVocabulary BuildingText StudyWords and Exp

55、ressionsv. 1. 停止，使停止 Weve stopped selling soft drinks of that kind.2. 阻止 The president stopped him from signing the document.3. 中断，中止 I had to stop at an exciting place in the book.n. 1. 车站 We will wait for you at the bus stop near our campus.2. 逗留 I will make a stop in Nanjing on my way to Shanghai

56、.stopText A- Vocabulary BuildingA3Text AComprehensionVocabulary BuildingText StudyWords and Expressionsput a stop to 使停止 He put a stop to his smoking.stop by 顺便去（来）一下Could you stop by the supermarket on your way home?stop off 中途停留 We stopped off at the supermarket on the way home.stopText A- Vocabul

57、ary BuildingA4Text AComprehensionVocabulary BuildingText StudyWords and Expressionsv. 1. （与 of 连用）由组成The United Kingdom consists of Great Britain and Northern Ireland.2. （与 in 连用）在于The beauty of the plan consists in its simplicity.consistText A- Vocabulary BuildingA5Text AComprehensionVocabulary Bui

58、ldingText StudyWords and Expressionsn. 总数，合计The total of students in the three classes is 101.v. 1. 计算的总和，把加起来All the votes will be totaled to get the result.2. 总计达，合计达Trade between the two countries totaled $3 billion last year.totalText A- Vocabulary BuildingA5Text AComprehensionVocabulary Buildin

59、gText StudyWords and Expressionsadj. 1. 总计的，合计的，全体的 Whats the total number of students in your class?2. 完全的，绝对的 This film is a total success in every respect.in total 总共 There were about 50 people in total in front of the TV.totalText A- Vocabulary BuildingA7Text A (他从未放弃做经理的梦想) during these years.2

60、. My marketing plan 3. In the last three months, (我们的销售收入总计达两百万美元).4. We must be prepared (迎接市场竞争的挑战).5. (如果我处在你的位置), I would take over the job.He never stopped dreaming to be a manager_our sales totaled $2 million_ComprehensionVocabulary BuildingText StudyWords and ExpressionsComplete the following