Unit 7 Pricing公开课一等奖省优质课大赛获奖课件

Unit7

Pricing

Warm-upActivitiesBackgroundInformationTextAnalysisExtendedActivitiesWritingWarm-upActivitiesI.Pairworks

Thinkaboutthewaysofpricingandtalkwithyourpartner.II.Groupwork

Acorporation’slifelargelydependsonthepricesofitsgoods.Workinsmallgroups,discussinghowpricesaredeterminedandhowmuchyouknowaboutthepricingstrategies.III．Thinkaboutandthenmakealistofthefactorsthatmayinfluencepricing.

BackgroundInformationPricingstrategiesforproductsorservicesencompassthreemainwaystoimproveprofits.Thesearethatthebusinessownercancutcostsorsellmore,orfindmoreprofitwithabetterpricingstrategy.Whencostsarealreadyattheirlowestandsalesarehardtofind,adoptingabetterpricingstrategyisakeyoptiontostayviable.Merelyraisingpricesisnotalwaystheanswer,especiallyinapooreconomy.Manybusinesseshavebeenlostbecausetheypricedthemselvesoutofthemarketplace.Ontheotherhand,manybusinessandsalesstaffleave"moneyonthetable".Onestrategydoesnotfitall,soadoptingapricingstrategyisalearningcurvewhenstudyingtheneedsandbehaviorsofcustomersandclients.NotesofText1. distributioncost:anycostincurredbyaproducerorwholesalerorretailerordistributor(asforadvertisingandshipping,etc.)销售成本：销售成本是指已销售产品生产成本或已提供劳务劳务成本以及其它销售业务成本。包含主营业务成本和其它业务支出两部分。其中，主营业务成本是企业销售商品产品、半成品以及

提供工业性劳务等业务所形成成本；其它业务支出是企业销售材料、出租包装物、出租固定资产等业务所形成成本。2. profitmargin:

theratiogrossprofitsdividedbynetsales利润率3. fringebenefit:anincidentalbenefitawardedforcertaintypesofemployment(especiallyifitisregardedasaright)附加福利（雇主在工资外给某雇员非工资津贴或付款，如失业补充津贴、养老金、旅行津贴、节假日工资、健康保险等）Textanalysis1.Itshouldalsobenotedthatservicebusinessesoftenfinditmoredifficulttoaccuratelygaugetheircosts,especiallyintherealmofemployeehours.同时需要提醒是服务业经常会发觉准确地评定他们成本，尤其是员工工作时间方面评定，往往更难。gaugen.计量器；标准尺寸；容量规格vt.测量；预计；给…定规格

Hisresponsewillhelpyougaugewhatyoushouldsaynext.他反应能够帮你衡量你接下来应该说话。Whatgaugeofwiredoyourequire?你需要什么规格电线?Gaugevaluescangoupanddown.测量值可能上升和下降。phrasepressuregauge压力计，测压表straingauge应变仪；[机]变形测量器levelgauge水准仪；液面水位计thicknessgauge厚薄规，测厚仪gaugeblock量块；块规backgauge边距；反向行程限位器；后支档vacuumgaugen.真空计waterlevelgauge水位计；水平仪lightgaugesteel轻型号规钢；轻量型钢narrowgauge窄轨铁路；窄影片gaugetheory规范理论realmn.领域，范围；王国例：Thekingbanishedthetraitorfromtherealm.国王把背叛者驱逐出王国。Listing10providessomeofthepasswordsweuseinthissecurityrealmandtheirdigests.清单10提供了我们在这个安全领域中使用一些密码以及它们摘要。So,inthebrightrealmofvalues,wehavenoexcusebehindus,norjustificationbeforeus.所以在敞亮价值领域中，人们身后没有借口，面前没有理由。phraseArcticRealm[植]

北极区；北冰洋界NightmareRealm梦魔之界；梦魇之界；噩梦领域；恶魔王国SpiritRealm心之秘境；心之秘境专辑hydrocarbonrealm含烃区域Textanslysis2.Afreelancecopyeditormayfindthatone2

500-wordarticletakestwiceaslongtocompleteasanotherarticleofthesamesizebecauseofdifferencesinqualitythatareoftendifficulttoanticipateaheadoftime.因为质量不一样，一个自由文字编辑完成一篇2500字文章所耗时间可能是一篇一样字数文章所耗时间两倍，但往往这种质量上差异极难提前被预计到。Freelancen.自由作家；自由记者adj.自由投稿例：Becausethereasonyoufreelanceisforthefreedom,right?你选择做自由职业者原因就是自由，是吧？EveryonceinawhileIhaveanopenhourformyfreelanceclients-theycangivemeacallaboutanythingtheylike.作为自由职业者，每隔一段时间，我会拿出一个小时给我客户-他们能够打电话给我，聊他们愿意聊事。Readuponbusiness:Thefactthatyou’rereadingthisblogisagoodsign—youcangetatonofinformationaboutrunningyourfreelancebusinessonline.研习商务：实际上，你阅读这篇博客是一个好现象，因为从中你能够知道许多关于自由职业者怎样经营自己事业信息。phraseGoblinFreelance高布林弗里兰斯；高布林；弗里兰斯freelanceartist特约艺人workfreelance自由职业者FreelanceWorkers自由职业者freelanceproduct特约产品FreelanceTrainer健身教练Freelancesecretarial应聘秘书anticipatevt.预期，期望；占先，抢先；提前使用例：Thegeneralmisreadtheenemy'sintentions,anddidn'tanticipatetheattack.将军对敌人意图判断错误，没有预见到那次进攻。So,evenwithoutunderstandingallthatthisfiledoes,youcananticipatethenextstep.这么，即使不能了解这个文件全部功效，您也能够预期下一步。Don'ttrytoanticipatean"idealreader"–theremaybeone,buthe/sheisreadingsomeoneelse.不要试着预期一个“理想读者”---可能存在着这么一个人，但他/她正在读他人书呢。phraseanticipateProblems预见到问题；预见问题；预感到问题anticipateverb预期confidentlyanticipate满怀信心地期望；吸引力anticipatechange要预计改变；预见改变；要预见改变ANTCPTAnticipate预期anticipateinterest结息期前预计利息anticipatephase预期阶段Textanalysis3.Thesefringebenefitscanincludesocialsecurity,retirementbenefits,insurance,unemploymentcompensation,workerscompensation,andotherbenefits.这些福利待遇包含社会保险、退休福利、保险、失业赔偿金、劳动赔偿和其它福利。fringen.边缘；穗；刘海adj.边缘；附加vt.加穗于例：Andthesenationalistsarenotthefringe.这些爱国者不是边缘势力。Thecompanyplanstobeefupourfringebenefit.企业打算增加我们附加福利。Andtheprotestsarenotjustafringephenomenon.而抗议活动并不但是一个边缘现象。Phraselightfringe[力]

亮条纹；白光干涉条纹fringebenefit福利；补助；附加福利；边际效益compensationn.赔偿；酬劳；赔偿金例：ButthereissomecompensationforthisIthink.但我以为还是有所以取得赔偿地方。Wehopethatarepresentativewillsoonbeappointedtocomehereforthediscussiononthecompensation.望速派人前来商谈相关赔偿事宜。Thecompensationofthespiritforthelossofhisrighthandhasbeenallowedtostandoutsidethediscussionofthistime.相关他失去右手提出精神赔偿问题，此次不予讨论。phrasecompensationsystem赔偿制度errorcompensation误差赔偿，平差compensationmethod赔偿法temperaturecompensation温度赔偿reactivepowercompensation无功赔偿4.Thesecostsincludeindirectexpensessuchasgeneralsupplies,heatingandlightingexpenditures,depreciation,taxes,advertising,rentalorleasingcosts,transportation,employeediscounts,damagedmerchandise,businessmemberships,andinsurance.这些成本包含那些间接成本比如普通用具、暖气费、电费、折旧费、税、广告费、租金、运输费、员工折扣、物品损坏、企业会员和保险。expendituren.支出，花费；经费，消费额例：Putdownyourexpenditure!削减你开支吧!Everybranchofexpenditurewasprovincialized.开支每一部门都已地方化了。Thegapbetweenincomeandexpenditurehaswidenedto11%.收入和支出之间差额已扩大到11%。phraserevenueandexpenditure收支publicexpenditure市政开支；公用事业费用energyexpenditure能量消耗capitalexpenditure资本支出；基本建设费用governmentexpenditure政府支出，政府开支depreciationn.折旧；贬值例：Butthatistheeffectofrelativedollardepreciation.不过，这却是美元相对贬值实际结果。Foreigncurrencydepreciationisaresultofeconomicdepressioninthecountryconcerned.外汇贬值是相关国家经济不景气结果。STUDENT:IntheindirectitobviouslystartsfromthatincomeandthenthefirstitemshouldbedepreciationIsthatthewaythatweshouldgo?学生：在间接法中,它显然开始于那些收益,于是第一个项目应该是贬值,这就是我们应该采取方法吗？phrasecurrencydepreciation货币贬值accelerateddepreciation加速折旧accumulateddepreciation累积折旧depreciationoffixedassets固定资产折旧depreciationcost折旧费depreciationcharge折旧费dollardepreciation美元贬值depreciationrate折旧率allowancefordepreciation折旧备抵；备抵折旧depreciationexpense折旧费用exchangeratedepreciation汇率下跌rentaln.租金收入，租金；租赁adj.租赁；收取租金

例：Thelandleasesatamonthlyrentalof$500.这块地以每个月500美元出租。Theywillmoveintoarentalapartmentnextmonth.下个月，他们将搬到一个出租公寓内。Oneindustryisbenefitingfromallofthis:therentalcarindustry.只有一个行业会从中赢利，那就是：汽车租赁行业。phraserentalhousing租赁房屋carrental汽车出租rentalincome租赁收入equipmentrental设备租用residentialrental房租rentalfee租赁费rentalhouse租房；出租企业rentalagreement租约；租赁协议videorental录影带租借discountn.折扣；贴现率vi.贴现；打折扣出售商品vt.打折扣；将…贴现；贬损；低估；忽略

例：Wecandiscounttenpercentforyou.我们能够给你10%折扣。Thestorewilldiscount5%forcashpayment.本店对现金付款打九五折。Thestorepromisedtodiscountpricesat10%.该店承诺全部商品打10%折扣。phraseatadiscount打折扣；不受欢迎，没销路specialdiscount尤其折扣discountprice折扣价格quantitydiscount数量折扣，大批量折扣discountforcash[经]贴现cashdiscount现金折扣discountfactor折现系数；贴现原因discountwindow贴现窗口merchandisen.商品；货物vt.买卖；推销vi.经商例：Havetheyticketedthemerchandise?他们给商品加标签了吗?Wedeliveredthemerchandisetothem.我们把货物送交给他们。Everydayoftheyear,inportsallovertheworld,vastcargoshipssailin,unnoticedbyalmostallofuswhorelyontheirmerchandise.一年当中每一天，大型货船驶入全球各个港口，但几乎没机会被我们这些天天依赖其运输货物人注意到。phrasegeneralmerchandise杂货；日用商品merchandisetrade商品贸易merchandisesales商品销售，销货merchandiseonhand现货；库存商品purchaseofmerchandise商品进货Textanalysis5.Whereaspricebundlingismorecommonlyemployedforbig-ticketitems,multiplepricingisusuallyusedtosellinexpensiveconsumableitemssuchasrazorblades,shampoo,householdcleaningproducts,andfoodandbeverages.捆绑定价更多地被应用于高档产品，而多重定价则往往被用于销售廉价消耗品如剃须刀片、洗发香波、家用清洁产品和食品饮料。bundlingn.捆绑销售；捆扎；集束v.包捆；把…撵走；归拢；慌忙地走（bundleing形式）adj.捆绑；打包例：Onelessonisthatbundlinghomeloansandresellingthemwithoutanyonebeingheldresponsiblefortheriskofthoseloanscreatesfinancialblackholes.其中一个教训就是，捆绑住房贷款并打包出售它们，那些贷款风险造成财务黑洞，而没有任何人能够对此负责。Thisactivityenablesthebundlingofwork.此活动允许进行工作打包。Hehopestocompeteinthemarketbasedonproductinnovationandbeonestepaheadofthecompetitionbybundlingorunbundlingproducts.他希望在产品创新基础上展开竞争，经过捆绑或拆分产品，在竞争中领先一步。phrasebundlingattachment集草车bundlingcradle管束筐架BundlingPricing捆绑定价BundlingSale捆绑销售bundlingroom打包间Pricebundling捆绑定价；组合产品consumablen.消费品；消耗品adj.可消耗；可消费例：Thisprocessresultsinwritestotheconsumablestorageandshouldthereforebeminimized.此进程会造成写入到可消耗存放，所以应尽可能降低。StronggovernanceofthestandardsusediscriticalinensuringtheSOAisnotonlyconsumable,butalsomaintainablegoingforward.要确保SOA不但是可消费，而且在今后是可维护，对所用标准严格治理至关主要。Orconsidersomethinginexpensiveandconsumable:jamyoumakeathome,winemadeinyourgarage,orcookiesareallsimpleandgenuinewaystosharetheholidayspiritwithoutcrossinganylines.或者能够考虑一些不贵消耗品：自家做果酱、自酿葡萄酒或饼干，这些都是简单真诚礼品，能够很好表达节日气氛又不会越界。phraseconsumablesupplies

消耗品；消耗性器材consumableformer熔入型模weldingconsumable焊接材料；焊接耗材ConsumableAttribute对易耗属性；对易耗属consumablebudget消费预算IncludingConsumable包含耗材Consumablelist易损件清单ConsumableCost耗材费用medicalconsumable医疗消耗品beveragen.饮料例：Beerisabeverageoftheremotesttime.啤酒是一个最古老饮料。Andnotonlyfood:frequentlytheremustbeabeverage.而且不但仅为了食物，还经常必须有饮料。Thatisthegoal,afterall.I’mnotsellingaleaforabeverage,butanexperienceandanidentity.这就是终极目标——我不是在贩卖一片叶子或者一个饮料，而是一个体验，一个归属感。phrasefoodandbeverage食品和饮料beverageindustry饮料工业foodandbeverageindustry饮食业alcoholicbeverage酒精饮料milkbeverage乳饮料beveragebottle饮料瓶fruitjuicebeverage果汁饮料foodbeverage餐饮carbonatedbeverage碳酸饮料beveragefactory饮料厂Exercise:

I.Answerthefollowingquestionsaccordingtothetext:1.WhatarethefactorsthataffectpricingaccordingtotheSmallBusinessAdministration?Market,distributioncosts,competition,technologicaladvancesandinternationalcompetition.2.Whatmayhappenifacompanyonlytakespriceintoaccount?Ifacompanyonlytakespriceintoaccount,itwillfindthatthevariouscostsofproducinganddeliveringthatitemeliminatemostoralloftheprofitthatitrealizesonthesale.3.Howmanyfactorsshouldbetakenintoconsiderationwhenabusinessownerestimateshislaborcosts?Hourlywageorsalaryoftherelevantemployees,andthecostsofthefringebenefitsthatthoseworkersreceive,includingsocialsecurity,retirementbenefits,insurance,unemploymentcompensation,workerscompensation,andotherbenefits.

4.Whatkindofcostsareindirectinoverheadcosts?

Generalsupplies,heatingandlightingexpenditures,depreciation,taxes,advertising,rentalorleasingcosts,transportation,employeediscounts,damagedmerchandise,businessmemberships,andinsurance.5.Whatisthefunctionofcostofgoodssold?

Costofgoodssoldisoneofthemostimportanttoolsthataccountantsandentrepreneursusetogaugethehealthofbusinesses.Itprovidesbusinessownerswitharoughmeasurementoftheirgrossprofitmargin.

6.Whatispricebuilding?Howmanyadvantagesdoesithave?

Pricebuildingisthepracticeofgivingthecustomerstheoptionofbuyingseveralitemsorservicesforoneprice.Thecoststructureofmostservicecompaniesissuchthatprovidinganadditionalservicecostslessthanprovidingthesecondservicealone….Asecondbenefitofbundlingthatappealstocustomersispurchasingrelatedservicesfromoneserviceprovider.Theycansavetimeandmoneybyinteractingwithanpayingoneproviderratherthanmultipleproviders.Third,bundlingeffectivelyincreasesthenumberofconnectionsaservicecompanyhaswithitscustomers.

7. Whatisthedifferencebetweenpricebuildingandmultiplepricing?Pricebundlingismorecommonlyemployedforbig-ticketitems,whilemultiplepricingisusuallyusedtosellinexpensiveconsumableitemssuchasrazorblades,shampoo,householdcleaningproducts,andfoodandbeverages.

8. WhatisthesuggestionofSBAforcompetitivepricingtosmallbusinessowners?

Smallbusinessownersshouldpriceproductsbasedontheirlocalsmall-storeanalysis,thenhighlightothercompetitivefactors,likepersonalizedcustomerserviceandconvenientlocation.9. Whatarethedisadvantagesofpricelining?

Priceliningfrequentlylimitsthecompany’sfreedomtoreacttocompetitors’pricingstrategies,andthatitcanleavebusinessesparticularlyvulnerabletoeconomictrends.10. Whyisoddpricingwidelyusedinnearlyallsegmentsofthebusinessworldtoday?Becausebusinessownersbelievethatconsumerswilloftenroundthepricedownratherthanupwhenweighingwhethertomakeapurchase.WordPractice

Fillintheblankswithappropriatewordsfromthetext.Theinitialletterofeachwordhasbeensuppliedforyou.1.Theconcerthasaspecials________withathemechangeseachyear.2.Thisisn’tthetypeofc________anyrestaurantwantstoattract.3.IwishIcanaccompanyyou!Butthechancenottobecaughtbythej________isslim.4.She’sawomanofstrongc________.5.Raywassohungrythatheenjoyedeverym________ofthestalebread.1.Segment2.clientele 3.janitor4.convictions 5.morsel6.Wem________ourfurniturebyadvertisinginnewspapers.7.Theyl________aviolentattackontheenemyatdawn.8.Theysolditeasilyandmadeah________profit.9.Mycolleagueusedtoworkasareceptionistatanu________salon.10.Shecan’tbearthed________oftheenemy.6.merchandise 7.launched8.hefty 9.upscale10.depreciationFillintheblankswiththeappropriatewordsorphrasesgiveninthebox.Changetheformswherenecessary.respondto keepabreastofonlytoconsistofkeep...inmindattribute...Toinessencebear(a)relationshiptoinaccordancewithappealto engagein

baseon1.Thebook________nineteenchapters.2.I’ll________youradvice________.3.Areyouwalkingawayasthey________yourquestion?1.consistsof 2.keep…inmind3.respondto4.One’stalent________howwellhecanfillatestform.5.Heacted________hisbeliefs.6.Heis________areclusivesort.7.Thecompanyis________everyonetosavepowerandwater.8.Readthepapersifyouwantto________thetimes.9.She________hergreatage________carefullyplanneddiet.10.Hecamebackhomeearlierthanusual,________findthathelefthiskeysintheoffice.4.bearslittlerelationshipto5.inaccordancewith 6.inessence7.appealingto 8.keepabreastof9.attributes…to10.onlytoTranslation

TranslatethefollowingsentencesintoEnglish:1.你能揣测她反应可能是什么吗?2.有了良好学习习惯，你思索能力就自然会有所增强。3.我们有个相当不错做法：就是把市场分割成三个不一样区块。4.我之所以有勇气提出这一理由是因为我深信我永远也不会见到天使。5.内附我企业最新产品手册。1.Canyougaugewhatherreactionislikelytobe?2.Abilitytothinkwillaccruetoyoufromgoodhabitsofstudy.3.Oneapproachthatworksverywellistosegmentthemarketintothreedifferentareas.4.WhatgavemecouragetovoicethisargumentwastheconvictionthatIwouldneverseeanangel.5.Enclosedisourlatestnewproductsbrochure.

V.Readingcomprehension

Readthetextcarefully,andchoosethebestanswer.

Ifwomenaremercilesslyexploited,theyhaveonlythemselvestoblame.Becausetheytrembleatthethoughtofbeingseeninpublicinclothesthatareoutoffashion,theyarealwaystakenadvantageofbythedesignersandthebigstores.Clotheswhichhavebeenwornonlyafewtimeshavetobeputasidebecauseofthechangeoffashion.Whenyoucometothinkofit,onlyawomaniscapableofstandinginfrontofawardrobepackedfullofclothesandannouncingsadlythatshehasnothingtowear.Changingfashionsarenothingmorethantheintentionalcreationofwaste.Manywomenspendvastsumsofmoneyeachyeartoreplaceclothesthathavehardlybeenworn.Womenwhocannotaffordtothrowawayclothinginthisway,wastehoursoftheirtimealteringthedressestheyhave.Skirtsarelengthenedorshortened;necklinesareloweredorraised,andsoon.Noonecanclaimthatthefashionindustrycontributesanythingreallyimportanttosociety.Fashiondesignersarerarelyconcernedwithvitalthingslikewarmth,comfortanddurability.Theyareonlyinterestedinoutwardappearanceandtheytakeadvantageofthefactthatwomenwillputupwithanyamountofdiscomfort,aslongastheylookright.Therecanhardlybeamanwhohasn’tatsometimeinhislifesmileatthesightofawomanshakinginathindressonawinterday,ordelicatelypickingherwaythroughdeepsnowinhigh-heeledshoes.Whencomparingmenandwomeninthematteroffashion,theconclusionstobedrawnareobvious.Dotheconstantlychangingfashionsofwomen’sclothes,onewonders,reflectbasicqualitiesofinconstancyandinstability?Menaretooclevertoletthemselvesbecheatedbyfashiondesigners.Dotheirunchangingstylesofdressreflectbasicqualitiesofstabilityandreliability?Thatisforyoutodecide.1.Designersandbigstoresalwaysmakemoneybymercilesslyexploitingwomenworkersintheclothingindustry.

A)Right B)Wrong C)Notmentioned2.Tothewriter,thefactthatwomenaltertheirold-fashioneddressesisseenasawasteofmoney.

A)Right B)Wrong C)Notmentioned3.Thewriterwouldbelesscriticaliffashiondesignersplacedmorestressonthecomfortofclothing.

A)Right B)Wrong C)Notmentioned4.Accordingtothepassage,fashiondesignsshouldnotbeencouragedsincetheyareonlywelcomedbywomen.

A)Right B)Wrong C)Notmentioned5.Bysaying“theconclusionstobedrawnareobvious”(Lines1-2,Para.4)thewritermeansthatmenarealsoexploitedgreatlybyfashiondesigners

A)Right B)Wrong C)Notmentioned1.B

2.A

3.A

4.C

5.BWritingLetterofTerminationLetterofTerminationisaletterwrittentothepersontobedismissed.Issuingaletterofterminationisonewayofensuringthatyourformeremployeeisclearonthereasonsbehindyourdecision.Followingafewproceduresindraftingandformattingaletterofterminationcanminimizetheunpleasantnessinvolved—andprotectyourcompanyfrompotentiallegalaction.Consultwithalegalprofessionalwhospecializesinemployeerelationswithspecificquestionsconcerningemployeetermination.I.Basicelementsofaletteroftermination1.StatementofterminationBegintheletterwithaclearstatementthattheemployeeisbeingletgoandthatincludestheeffectivedateoftermination.Ifthedismissalisduetoaspecificinfractionorpolicyviolation,statetheviolationintheopeningparagraphofthemessage.Ifyouaredismissingtheemployeeforgeneralpoorperformance,asimplestatementexpressingregretfortheneedtoendtheworker’srelationshipwiththecompanywillsuffice.2.StatethereasonsforterminationDismissalforcauseshouldneverbeacompletesurpriseforanemployee,includingaclearstatementexplainingthereasonsfordismissalreducesthepossibilityoflegalactionbytheemployeeforwrongfultermination.Exceptforextremecircumstances,suchastheftorothercriminalconduct,theletterofdismissalshouldbethefinalstageofaprocessthatinvolvesverbalandwrittenwarnings,andallowstheemployeetheopportunitytoimproveperformance.Spelloutthespecificshortcomingsassociatedwiththedismissedemployee’sperformance,suchasrepeatedfailuretomeetdeadlines.Mentionanydisciplinaryactionsorformalwarningsthatprecededthedecisionfordismissal.3.ProcedureregardingpersonalbelongingsandcompanypropertyAlthoughmanyemployeeterminationsoccurlateonFridayafternoon,thisisnotthebestpractice.Itconveysanegativemessagethatcanadverselyaffectthemoraleofotheremployees.Instead,issueterminationordersearlyintheweek;allowthedismissedemployeetheopportunitytogatherpersonalbelongingsandleavethepremiseswithdignity.Theletterofterminationshouldstatetheprocedureforreturningcompanyproperty