新视野商务英语视听说(第三版)(下) Unit 9-电子教案

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课程名称新视野商务英语视听说（第三版）（下）

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教材《新视野商务英语视听说（第三版）（下）》

Unit9Marketing

LearningObjectives（教学目标）

Aftercompletingthisunit,Ssshouldbeableto:

一comprehendbasicvocabularyrelatedtomarketing;

—identifyandunderstandbasicelementsofmarketing;

一usecommunicationskillsto:

•developmarketingplans;

■describemarketingresults;

•promoteproducts;

•makemarketingpredictions.

BusinessProfile(内容概览)

FourPsinMarketing

Marketingpeopleliketosay"Nothinghappensuntilsomeonesellssomethingtosomeone//

Forabusinessto"sellsomethingtosomeone“thebusinessmusthavetherightproduct,in

therightplace,andfortherightprice.Anditmustpromotetheproductsothatthe

potentialbuyerknowsaboutit.ThesearethefourPsofmarketing.Each"P"contributesto

themarketingmix.

Product

Theproductis,ofcourse,thething(orservice)thatyouhavetooffertocustomers.Itis

importanttounderstandyourproductfromthecustomer'spointofview.Therearea

numberofthingsabouttheproductyoushouldevaluate.

Productdescription

Itiscriticaltobeabletosayinoneclearsentencewhyyourproductishighlysuitablefora

specificbuyerandwhatitdoesbest.Itismoreimportanttobedescriptivethancreative.

Therearesomeexceptionstothis—forexample,inthemusicindustry,thenamesofbands.

Functionality,features&benefits

Inordertobegintounderstandtheproductfromacustomer'spointofview,listthe

functionality,thefeaturesandthebenefitsthattheproducthas.

Prioritiseeachfeatureforthetargetmarketormarketsegmentsoyoucandeterminethe

suitabilityoftheproductgoingforward.

Productadaptability

Therearefivefactorstoconsiderformeasuringhow“marketable"anewproductis:

Advantages:Howsuperioristheinnovativequalityorproblem-solvingdesignoftheproduct

incomparisontoitscompetitorsinthemarket?

Compatibility:Doesithaveagood"fit"withcurrentproductusageandcustomeractivity?

Complexity:Willdifficultyorconfusionariseinunderstandinghowtousetheproduct?

Assessment:Howeasilycantrialsamplesoftheproductbepurchased?

Accessibility:Howlikelyistheproducttoappearinpublicplaceswhereitcanbeeasilyseen

bypotentialusers?

Place

Therightplace,orthedistributionchannel,isthemethodformakingyourproductavailable

totheconsumer.

Functions

Thereareeightmainfunctionsregardingdistributionchannels:

Information:gatheringinformationandassessingresultsofmarketresearch

Promotion:developingandpublicisingoffers

Contact:communicatingwithprospectivebuyers

Matching:fittingtheproductandtheoffertothebuyer'sneeds

Negotiation:reachingagreementonpriceandterms

Distribution:transportingandstoringthegoods

Financing:raisingfundstocovercosts

Risktaking:assumingorinsuringagainstriskoflossassociatedwithdistribution

Price

Thepriceistheamountofmoneychargedforaproductorserviceorthevalueexchanged

forthebenefitsoftheproductorservice.

Foranewproduct,youmustunderstandyourrelativepositioninthemarketbeforeyouset

aprice.Makesurethepriceisnottoolow,ortheproductwillnotbetakenseriously.Ifitis

toohigh,thepotentialcustomerwillnottaketherisk.Thepricenormallyreflectsthe

relativequalityoftheproductand,ofcourse,coversallcostsassociatedwithproduction,

marketing,after-salesservice,R&D,etc.

Priceadjustment

Thefollowingarepriceadjustmentsbasedonchangingsituations:

Discount&allowance:reducedpricestorewardcustomerresponsessuchaspayingearlyor

promotingtheproduct

Discriminatory:adjustingpricestoallowfordifferencesincustomerloyalty,quantityor

quality

Psychological:adjustingpricesforpsychologicaleffects.Example:$299vs.$300

Value:adjustingpricestooffertherightcombinationofqualityandserviceatafairmarket

price

Promotional:temporarilyreducingpricestoincreaseshort-termsales

Geographical:adjustingpricestoaccountforgeographiclocationofcustomer

International:adjustingpricesininternationalmarkets

Promotion

Promotionisthespecificmixofadvertising,personalselling,salespromotion,andpublic

relationsacompanyusestopursueitsadvertisingandmarketingobjectives.

Objectives

Theobjectiveofpromotingaproductistomovethetargetmarketthroughthefollowing

phases:

UnawarenessAwarenessfUnderstandingfAttitudePurchaseIntentionf

Purchase

Itisbelievedthatconsumerscannotskipaphase.Theyneedtomovethroughallthephases.

Promotionisthemethodbywhichthetargetmarketismovedfromonephasetoanotherto

finalpurchase.

Theoffer

Theofferneedstobeidentifiedbeforepromotionbegins.Whatisthetargetcustomerbeing

offered?Howcanthecustomergetwhatisbeingoffered?

Afrequentmistakeistocreateapromotionaladvertisementbutnottellthecustomerwhat

todo.Youshouldpromptthecustomerandtellthemto“callthisnumbertoplaceanorder"

or""downloadthisso代warefromourwebsiteformoreinformationJ

Classifiedadvertisements

Thekeytosuccessfromclassifiedadvertisementsisfrequency.Runningafullage

Advertisementinanindustrymagazineoncemaycreateawareness,butnotnecessarily

action.Potentialcustomersmaynotseeeveryissueoftrademagazinesorbeinterestedin

buyingatthattime.Theymayneedtoberemindedandencouragedtotakeaction.

Itisimportanttotargetyouradvertisingintheappropriatemagazines.Requestamediakit

fromthemagazinesyouareconsidering.Thisshouldcontaincirculationinformation,

subscriberprofiles,andprices.Thiswillhelpyoudetermineifyourtargetmarketreadsthe

magazine.

LanguageExpansion（语言扩充）

Marketresearch

Whateveryouwanttosell,it'llpaytodothoroughmarketresearchandtotestthemarket

first.

Weneedtolaunchanintensiveadvertisingcampaigninordertoimprovebrandawareness.

Promotion

A:Haveyoueverconsideredanyotherformsofpromotion,suchasrunningclassified

advertisementsontheInternetorinthenationalorlocaltradejournals?

B:No,weonlysetupastandatthenationaltradefairorlocalminifair.

A:Howdoyoupromoteyourproductsandservices?

B:Welargelydependonword-of-mouthpublicity.

A:Doyoudoanydirectsellingsuchascoldcalling,thatis,knockingonthedoorsofyour

customersandsellingtheproductdirecttothem?

B:No,wesetupspecialsalescountersinlargedepartmentstoresandselectretailoutletsas

potentialwholesalecustomers.

Developingnewmarkets

Withincreasinglyintensecompetitioninthedomesticmarket,itisimperativeforthe

companytoexploitoverseasmarkets.

Thecompetitionisgettingfierce.Wecan'tjustrelyonthismarket.It'stimeforusto

developanewmarket.

A:ManypeoplehavesuggestedthatweextendoursalesintotheNorthAmericanmarket.

Whatdoyouthink?

B:Sincetherehasn'tbeenmuchcompetitionwiththistypeofproductsofar,weneedto

takeactionquicklytogetwellestablishedinthemarket.

A:Therearemanybrandscompetinginthissegment,howcanwebreakintothemarket?

B:Wecanpenetratethismarketwithlow-pricedqualityproducts.

Competition

Wecanpriceourproductsatalevellowerthanthatofourcompetitorssoastogain

competitiveadvantageinthisnewmarket.

Marketstatistics

Thesalesvolumehasdeclinedby20%incomparisonwithlastyear'sfigure.

Ascomparedwithlastquarter,oursaleshaveincreasedby5%.

ThesalesfromInternationalOperationsreachedRMB7.0billion,anincreaseof5.4%

from2008.

Asyoucanseefromthisgraph,theamountofnetsaleshassteadilyincreasedoverthelast

decade,andreachedRMB179millionin2009.

Asisshowninthebargraph,thesalesofoursubsidiaryinGreeceareupsubstantially—

over71%forthefirsthalfof2009.

Pushingsales

Won'tyouhavealookatthecatalogue?Perhapsyou/llseesomethingofinterest.

Thisisacopyofourcatalogue.It'llgiveyouanideaoftheproductswehandle.

We'dliketoknowmoreaboutyourproducts.

Thisstyleismorefashionableandthecolourisbrighter,butit'smuchmoreexpensive.

Ourproduct/priceisreallycompetitiveintheinternationalmarket.

Wehaveagoodselectionforyoutochoosefrom.Ourproductrangeisthemost

comprehensiveinthisarea.

Here'sourlatestmodel.Itsoftheveryhighestqualityandavailableinawiderangeof

coloursandstyles.

Consideringitsqualityandworkmanship,thepriceisveryreasonable.

Whatdoyouthinkofthisone?Itsthemostpopularmodelwiththisbrand.Wouldyoulike

totryit?

Thisisourlatestdevelopment.Weputitonthemarketjusttwomonthsago.

Thisproducthasmanyadvantagescomparedtoothercompetingproducts.

TextBank

UnderstandingYourCustomers

Knowingyourcustomersintimatelyisthefirststeptoeffectivesales.Untilyouknow

whoyourcustomersare,whattheywant,andwhatmotivatesthemtobuy,youcan't

prepareaneffectivemarketingplan.

Don'tconfuse“wants"with"needs”.Peopledon'tnecessarilybuywhattheyneed,but

they'llmostalwaysbuywhattheywant.Forinstance,haveyoueverknownsomeonewho

wenttothestoretobuyapairoftrousersthattheyneededandcamebackwithanewshirt,

sweaterandshoes?Orhowabouttheeverydayshopperwhogoesintothesupermarketto

buysomemilkandeggsandcomesoutwithafrozenpizza,cheesecake,andothergoodies?

Peoplewillbuywhattheywant(eveniftheydon'thavethemoney),notwhatthey

need.Andyes,thisevenappliesto“sophisticated"corporatetycoons.

Toreallygettoknowyourcustomersyou'llneedtoaskyourselfquestionssuchas:

•Howdoesmypotentialcustomersnormallybuysimilarproducts(i.e.inastore,on

theweb,door-to-door)?

•Whoistheprimarybuyerandtheprimarybuyinginfluencerinthepurchasing

process(i.e.husbandorwife,purchasingagent,projectleader,secretary)?Whathabitsdo

mycustomershave?Forinstance,wheredotheygettheirinformation(fromtelevision,

newspapers,magazines)?

•Whatismytargetcustomer'sprimarymotivationforbuying(tolookgood,avoid

pain,getrich,behealthy,bepopular)?Ifyousaythatyourtargetcustomeris“everybody",

then“nobody“willbeyourcustomer.Themarketplaceisjam-packedwithcompetition.

You'llhavemoresuccessjumpingupanddowninasmallpuddlethanabigocean.Carveout

aspecificnicheand

dominatethatniche,thenyoumightconsidermovingontoasecondniche(butnot

beforeyou'vedominatedthefirstone!).

Discussion:

1.Howcanagoodunderstandingofcustomershelpyou?

2.Whatcanyoudoifyouaretryingtogettoknowyourcustomers?

补充教学资源

Video1

Makingamarketingplan

Dennis:Well,asyouknow,thepurposeofthismeetingistocomeupwithamarketingplan

forournewproduct,thesolar-poweredwatch.Atthisstagewehavethreepointsto

consider—youhavethemonyouragenda.Thefirstoneisthepotentialmarket.Erica,what

canyousayaboutthat?

Erica:OK,well,theinitialsalesanalysisledustoalotofmarketresearch.Herearethemain

results.

Dennis:Em...Itseemsthatwe'venotbeendoingverywellinthelastfewmonths.

Erica:I'mafraidnot.AsyoucanseeinFigureOne,inspiteofthefactthatourbrandhas

achievedasalesriseof10%,ourmarketsharehasdroppedfromapeakof25%to20%.

Dennis:Wereyouabletoseethereasonforthedecline?

Erica:Well,therehavebeenanumberofnewcompetitorswhomayhavehadanimpact.

Theyappealtomanyoftheyoungpeoplewiththeirfashionablestyles.But,Ithinkournew

watchwillbeverycompetitiveandwillhelpusregainourpositioninthemarket.

Dennis:Good.Accordingtoourmarketsurvey,ourbrandisrankedthirdamongthetop-ten

bestwatches.80%ofthepeopleinterviewedwouldfeelhonouredandgreatlypleasedif

theyweregivenoneofourwatches.50%saidtheywouldbewillingtoconsiderbuyingone

asagiftfortheirfriendsorrelatives.

Tim:Yes,andthemarketforwatchesisbecominglargerandlarger.Moreandmorepeople,

especiallytheyoung,regardwatchesasfashionitems,notjustfortellingtime.Manyyoung

peoplehavemorethanonewatch.Youngladiestendtoweardifferentwatchestomatch

differentoutfits.Ithinkthere'salargemarketsegmentformedium-pricedand

fashion-orientedwatchesandwecantargetyoungfashionfollowersaspotentialcustomers

forournewproduct.

Erica:Kmwithyouonthispoint.We'veshownsomesamplesoftheSPwatchtothepeople

weinterviewed.Morethan65%ofthemthinktheyare"cuteandfashionable”.About50%

oftheyoungpeopleinterviewedareinterestedinbuyingoneifthepriceisacceptable.

Dennis:Itsoundslikethere'salargepotentialmarketforournewproduct.Now,Tim,what

aboutthesales-profitanalysis?

Tim:Well,inordertogetthetargetprofitof$1.8millionwithinoneyear,wehavetoreach

salesof$18million.Wesettheunitpriceat$130,whichmeanswe'llhavetosellatotalof

138,460units.Thatwouldprobablycoveramarketshareof6%.Wewouldhopefullyregain

whatwe/velostifsalesofourotherwatchesdon'tfall.

Dennis:That'sreallyencouraging.Nowtothelastpoint.Toattainthisgoal,whatmarketing

strategydoweneed?

Tim:Sincemostofourpotentialcustomersareyoungpeople,Ithinkthebestchoiceswould

betoadvertiseonpopmusic,sportsandfashionprogrammesonradioandTV.

Dennis:Whataboutthenet?

Tim:Yes,that'sagoodplacetoadvertise.Almostalltheyoungpeoplelikesurfingandit's

alsomuchcheaper.

Erica:Fashionmagazinesshouldalsobeconsidered.Alotofyoungwomenreadthem.

Dennis:Goodidea!So,〃SPwatchesarefortheyoung"andadvertisingwillbetargetedat

theyoung.Well,Ithinkthat'sallfornow.Thankyouforyourinformation.We'lldiscussthe

detailsatthenextmeeting.

Video2

Promotingproducts

Manager:Comein,please.

Salesman:Goodmorning,sir.I'mfromGoodLife.Wemanufacturemicrowaveovens.I

wonderifyoucouldallowmeafewminutestotellyouaboutourproducts.

Manager:I'msorry,thisisafurniturecompany.Doyouhavebigovenssowecoulddryour

timberinthem?

Salesman:You'rekidding!

Manager:Then,whyonearthwouldyourmicrowaveovenshaveanythingtodowithus?

Salesman:Well,quitealot.Inoticethatyourcompanyislocatedinthesuburbs,soyou'rea

longwayfromtown,aren/tyou?

Manager:Yes,that'strue.

Salesman:Arethereanyrestaurantsnearby?

Manager:No,unfortunately.Thenearestrestaurantisabouttwokilometresaway.

Salesman:MayIaskhowmanymembersofstaffyouhave?

Manager:Kmsorry,butIdon'tgetyourpoint.Actually,Kmreallyverybusy...

Salesman:Oh,justgivemeonemoreminute.Kmtryingtotellyouwhatourproductcando

foryou.

Manager:OK,bebriefthen.Wehaveabout200staffhere.

Salesman:Thenwheredotheyeatatnoon?

Manager:Wehaveacanteen.Asmallone,butitsenough.

Salesman:Areyourstaffhappywiththefoodservedhereinthecanteen?

Manager:I...er.../Isupposeso.

Salesman:Doyoueatthereyourself?

Manager:Well,sometimes.Imustsay,IprefertodriveintotownifIhavetime.

Salesman:Soyoudon'treallyenjoyeatingthere,doyou?

Manager:Well...

Salesman:Whyisthat?

Manager:Well,there'sonlyasmallselectionofdishesinthecanteen.Thekitchenisn'tbig

enoughformuchvarietysotheyjustmaketwoorthreeeachdayandsometimesit'snotto

mytaste.

Salesman:Fairenough.Ifyouhadachoiceofseveralmoredishes,youwouldbehappyto

eatmoreofteninthecanteen.Isthatright?

Manager:Yes—IthinkIwould.

Salesman:Andthesamewouldbetrueofyourstaff?

Manager:Maybe.

Salesman:Yousee,withourmicrowaveovens,adishcanbecookedinjustafewseconds.

Manager:Really?

Salesman:Yes.Soyourcookscanprepareseveraldifferentdisheswithoutalotofpotsand

pans.Andtheytakeupmuchlessspacethananormaloven,soyoucouldputfiveorsix

microwaveovensinyoursmallkitchen.

Manager:Thatsoundsgreat!

Salesman:Ifyourpeoplecouldhaveachoiceofseveraldeliciousdishesinthecanteenevery

day,they'dbehappyandmoreefficient.Doyouseewhatourmicrowaveovenscandofor

younow?

Manager:Yes,OK,I'llthinkaboutit.

Salesman:Well,I'llcallagaininadayortwo.Here'smynamecard.Pleasegivemear