体验商务英语(第二版)课件第2册课件Unit-7-Marketing

Quotation

PeterF.Drucker(1909-2005)Managementexpert“Businesshasonlytwofunctions-Marketingandinnovation.”PeterFerdinandDrucker(1909–2005)wasanAustrian-bornAmericanmanagementconsultant,educator,andauthor,whosewritingscontributedtothephilosophicalandpracticalfoundationsofthemodernbusinesscorporation.Hewasalsoaleaderinthedevelopmentofmanagementeducation,andheinventedtheconceptknownasmanagementbyobjectives.A‘ThefourPs’formthebasisofthemarketingmix.Ifyouwanttomarketaproductsuccessfully,youneedtogetthismixright.Matchthe‘Ps’(1–4)tothedefinitions(atod)1Product2Price3Promotion4Placea)thecosttothebuyerofgoodsorservicesb)informingcustomersaboutproductsandpersuadingthemtobuythemc)wheregoodsorservicesareavailabled)goodsorservicesthataresoldBListentofourconsumerstalkingaboutdifferentproducts.DecidewhichofthefourPseachspeakerisdiscussing:product,price,promotionorplace.Speaker1:Speaker2:Speaker3:Speaker4:PlacePromotionPriceProductCThinkofsomeproductsyouhavebroughtrecently.Whydidyoubuythem?WhichofthefourPsinfluencedyourdecisiontobuy?ProductPricePromotionPlaceDTellyourpartneraboutamarketingcampaignthatimpressedyou.AForeachgroupofwords(1–5):Fillinthemissingvowels.Matchthewordstothedefinitions(a-c).1marketa)Thepercentageofsalesacompanyhasb)Informationaboutwhatcustomerswantandneedc)Agroupofcustomersofsimilarage,incomelevelandsocialgroup2consumera)descriptionofatypicalcustomerb)whereandhowpeoplebuythingsc)thingspeoplebuyfortheirownuse3producta)Introductionofaproducttothemarketb)Lengthoftimepeoplecontinuetobuyaproductc)SetofproductsmadebyacompanyresearchsegmentsharebehaviorprofilegoodslaunchLifecyclerange4salesa)Howmuchacompanywantstosellinaperiodb)Howmuchacompanythinksitwillsellinaperiodc)Howmuchacompanyhassoldinaperiod5advertisinga)Abusinesswhichadvisescompaniesonadvertisingandmakesadsb)Anamountofmoneyavailableforadvertisingduringaparticularperiodc)Aprogramofadvertisingactivitiesoveraperiod,withparticularaimsforecastfigurestargetcampaignbudgetagencyBChooseawell-knownbrandforeachoftheseproductcategories.CarsNewspaper&magazineWatches&jewelryClothingGivetypicalconsumerprofilesforeachbrand.Includingthefollowing:Example:theMercedesAge:35+Sex:maleJob:executiveIncomelevel:￡70,000+Otherproducts:HugoBosssuits,Rolexwatches,divingholidaysinSeychellesCWhatsortofadvertisingcampaigncouldyouhaveinyourcountryforeachofthebrandsyouchoseinExerciseB?Howelsecouldyoutrytoincreasethesaleofeachbrand?AListentothefirstpartofaninterviewwithJonathanTurner,ManagingConsultantatOxfordStrategicMarketing,andcompletethenotes.Keystosuccessfulmarketing·

haveapassionatecuriosityforthe____________·getadeepunderstandingoftheir________andtheir__________·analyseallthebusiness_______andmarket_______constantly·haveastrongbusiness_________·

haveaninstinctiveunderstandingofhow_____________________________customerneedsbehavioursdataresearchsenseyourcompanymakesmoneyBWorkinsmallgroups.Discussinwhatwaysthefollowingpointsalsocontributetosuccessfulmarketing.anawarenessofthecompany’sstrengthsandweaknessesanunderstandingoftheopportunitiesandthreatsthecompanyfacesgoodcommunicationskillsagood,creativecampaignWhichonedoyouthinkJonathanwillmentionnext?CNowlistentothesecondpartoftheinterviewandseeIfyouwereright.DoyouagreewithJonathan?goodcommunicationskillsListentothelastpartoftheinterviewandanswerthefollowingquestions.DWhatkindofcompanyisOxfordStrategicMarketingworkingforatthemoment?Amajorbank.2.Howdoesthetechniquecalled“marketsegmentation”work?Itgroupssimilartypesofpeopletogether,basedupontheirbehaviours,theirattitudes,wheretheylive,etc.3.WhatdidOxfordStrategicMarketingdofortheirclient?Theydesignedaquestionnaire,commissionedit,andthenanalysedtheresearch.4.Whatwassurprisingabouttheresultsoftheresearch?Theyfoundthattherewereabouteightgroupsofcustomersthatmatteredinthatparticularmarketplace,whereasbefore,thebankhadjustbeenlookingatallcustomersasonesinglegroup.ADiscussthesequestionsinpairs.1Whichcelebritiesfromyourcountryhaveappearedinadvertisements?Whatkindofproductsdotheyendorse?2Whichworld-famousfilmstarsandsportspeoplehaveappearedinadvertisements?Inyouropinion,whichofThoseadswasthemosteffective?ChanelNo.5isthefirstperfumelaunchedbyParisiancouturierGabrielle"Coco"Chanel.ThechemicalformulaforthefragrancewascompoundedbyRussian-FrenchchemistandperfumerErnestBeaux.BBeforeyoureadthearticle,matchthequestionswiththeanswers.1Whicharethebiggestmarkets/countriesfortheseproducts?1WhenwasChanelNo.5created?2WhoisMarianneEtchebarne?3Howmuchdidthefilmcost?4Whatkindoffilmisit?5Whyarebrandslookingatnewwaysofconnectingwithconsumers?6WhatdoesMsEtchebarnethinkofthefilm?Becauseadvertisingbudgetsaregettinglarger.It’sathriller.SheisChanel’sartisticdirector.Shesaysitisapurecommercial.Eightymillionpounds.In1912.CReadthearticleandcorrecttheanswersinExerciseB.Theyareallwrong.Becauseeverytargetgroupisbecomingmoreresistanttothetraditionaladvertisingmethods.It’safairytaleromance.SheistheinternationalmarketingdirectorofChanelfragrances.Shesaysitisarealpieceofart.Eighteenmillionpounds.In1921.D1.Imagineyouwanttopromoteabrand.Whichofthesestrategieswouldyoumostliketouseandwhy?celebrityendorsementc)directmarketingProductplacementinfilmsd)sponsorship2.Arethereanyadvertisementsorcommercialsthatyouregardas‘art’?Why?TherearemanytypesofquestionsinEnglish.Theeasiestarequestionsthatcanbeanswered"yes"or"no."A:Areyoufromaroundhere?

B:Yes,Iam.A:CanIbuyyouadrink?

B:No,thanks.A:Doyoucomehereoften?

B:Yes,Ido.A:Areyoumarried?

B:Yes,Iam.Toformaquestionfromastatement,firstcountthenumberofverbs.Johnisadoctor.Oneverb:is(be)Janedrivesasportscar.Oneverb:drivesJoanplayedbasketballlastnight.Oneverb:playedJaniseatingherdinnernow.Twoverbs:iseatingJunehasrentedacar.Twoverbs:hasrentedShehasbeenlivingheresince2003.Threeverbs:hasbeenlivingIfthereisoneverbinthestatementandtheverbisaformofbe,simplyswitchthepositionsofthesubjectandverb.Statement

Johnisadoctor.TheJohnsonsarehere.Question

IsJohnadoctor?AretheJohnsonshere?Iftherearetwoorthreeverbs,simplyswitchthepositionsofthesubjectandfirstverb.Statement

Janiseatingherdinner.Junehasrentedanewapartment.Shehasbeenlivingheresince2003.QuestionIsJaneatingherdinner?HasJunerentedanewapartment?Hasshebeenlivingheresince2003?Ifthereisoneverb,andtheverbisnotaformofbe,1.AddDotothebeginningofthesentence.TheJohnsonsliveinthathouse.DotheJohnsonsliveinthathouse?2.Ifthemainverb"carries"athirdpersonsingulars,movethestoDo,makingitDoes.Janedrivesacar.DoesJanedriveacar?3.

Ifthemainverb"carries"pasttense,movethepasttensetoDo,makingitDid.

Joanplayedbasketballlastnight.DidJoanplaybasketballlastnight?Wh-Questionsallowaspeakertofindoutmoreinformationabouttopics.Theyareasfollows:When?Where?Who?Why?How?What?Which(one)?Whose?Whom?Howmuch?Howmany?Howlong?Howoften?Howfar?Whatkind(of)?TimePlacePersonReasonMannerObject/Idea/ActionChoiceofalternativesPossessionPerson(objectiveformal)Price,amount(non-count)Quantity(count)DurationFrequencyDistanceDescriptionACorrectthegrammaticalmistakesinthesesentences.1Whatmeansmarketniche?

Whatdoesmarketnichemean?2Howmuchitcost?3Whyyoudon’tsellit?4Whenitmustbefinished?5Didyouwenttothefairlastweek?6Iscomingyourbosstomorrow?Howmuchdoesitcost?Whydon’tyousellit?Whenmustitbefinished?Didyougotothefairlastweek?Isyourbosscomingtomorrow?BWritethewordsinthequestionsinthecorrectorder.1Whichgroupdoyoubelongto?2Howoldareyou?3Whichwinesdoyouprefer?4Howoftendoyoudrinkwine?5Howmuchdoyouusuallyspendonabottleofwine?6Doyouhaveapersonalwinecellarathome?7Howmanybottlesofwinehaveyouselectedduringthelastyear?8Whichwinegrowingareasdoyouknow?9Doyoutakevariousgrowingareasintoaccountwhenselectingwine?10Whichtastedoyouprefer?DearMr.Paz-AndradeWeareconductingaconsumersurveyoninternationalwines.Weplacegreatvalueonyourpersonalopinionand,therefore,requestyoursupport.QUESTIONTheydotheirhomeworkatnight.(when)Mr.Robertsoncametothepartyalone.(who)Thecarisacrossthestreetfromthehouse.(where)Iliketheredblouse,nottheblueone.(which)

Shefeltbetteraftershetookanap.(how)Mysistercalledherboyfriendyesterday(when)Shetalkedtohimforanhour.(howlong)Hestudiespianoattheuniversity.(what)Thepartylastedallnight.(howlong)Shewaseatingasandwich.(what)Sheisworkinghard.(how)Myparentshavetwocars.(howmany)Themanwiththewhitehatismybrother.(who)Idon’tgetupearlybecauseIliketosleeplate.(why)WehaveanEnglishclasseveryday.(howoften)Theyliketodanceonweekends.(what)Theclubisnotfarfromtheirhouse.(where)TheirfavoritekindofmusicisLatinJazz.(what)Ididn’tbringmydictionarytoday.(why)Theyaresingingpopularsongs.(whatkind)Workinpairs.Makethefollowingstatementsintoquestionswiththegivenquestionwords.AListentofourpeoplegivingtheirtelephonenumbers.Tickthecorrectnumbers.1.2442522.8819903.020804519304.003323990324√√BWorkinpairsanddictatetelephonenumberstoeachother.CWorkinpairs.SaythealphabetinEnglish.Checkeachother’spronunciation.Thenlistentotherecordingofthealphabet.EListentothefirstpartoftheconversationandanswerthequestions.1Didtheymeettheirsalestarget?2Howhastheirmarketsharechanged?3Whatweretheirtotalsales?4Howmuchdidtheyspendonshampooadvertising?Yes,theydid.Theirmarketsharehasincreasedby2%.Theirtotalsaleswereover₤1.2million.Theyspent₤30,000onshampooadvertising.FListentothesecondpartoftheconversationandcompletethechart.1Customer’sname2Nationality3Telephonenumber4MeetingdayanddateYoungJooChanKorean82207358879Friday,18thGListentotheconversationagainandtickthephrasesyouhaveheard.CheckinginformationSorry,didyousay…?Sorry,Ididn’tcatchthat.Couldyourepeatthat,please?Letmereadthatbacktoyou.AskingforinformationCouldyougivemeafewdetails?Whataboutthenewrange?Didshesaywhenshe’dliketomeet?FinishingaconversationOK,that’sit.Thanksverymuch.Thatwasveryhelpful.Imustgonow.Ithinkthat’severything.Usefullanguage√√√√√√BackgroundCompanyNationalityProductSourceofproductSpecialfeaturesTargetcustomersHamiltonFoodandDrinkProductsUSAKristalwaterAspringdeepundertherocksinAlaska-thepurestwaterintheworldwith