Unit 7 Marketing大学商务英语课件

Unit7

Marketing所有教学资源，我们给；所有复杂操作，我们做；图书附赠，永久免费，只为老师用书更方便课件教案微课扫码题库建课互评考试平台

学习工具【LearningObjectives】Afterfinishingthisunit,studentsshouldknowsomeusefulexpressionsrelatedtomarketing.knowthebasicelementsofmarketing.knowhowtowriteaproductdescription.

Warm-up

Workinpairs.Discussthefollowingquestionswithyourpartner.Whatismarketing?

Marketingistheprocessbywhichcompaniesdeterminewhatproductsorservicesmaybeofinteresttocustomers,andwhatstrategyshouldbeusedinsales,communicationsandbusinessdevelopment.2.Whatqualitiesmakeanexcellentmarketingsalesman?Makealistofthem.(1)diligent (2)responsible(3)respectful (4)persistent(5)helpful (6)communicative(7)aggressive (8)self-confident(9)persuasive (10)politeListening&Speaking

Task1:ListentothedialogueanddecideifthefollowingstatementsareTrue(T)orFalse(F).NewWordsandExpressionscomplicatedadj.

复杂的；难懂的

marketresearch市场调查

markettesting市场测试；试销

marketsegmentation市场细分

carryout实行；执行

agencyn.

代理；经销

segmentn.

部分

makesense有道理；有意义；讲得通

()1.Mr.Rossisanexpertinmarketing.()2.Aliceisinchargeofsellinganewproductinanoverseasmarket,butshedoesn’tknowwhattodo.()3.Mr.RosssuggestsAlicesendhersalespeopletocarryoutmarketresearch.()4.Markettestingistosellasmallquantityofaproductatalowpricetofindoutifthecustomerslikeitornot.()5.Marketingsegmentationistodividethewholemarketintosmallerpartsanddetermineinwhichpartyouwillsellyourproducts.()6.TheadvicegivenbyMr.RosswillhelpAlicemakealotofmoney.

FTFTTFTask2:Listentothefollowingdialogueandcompleteitwiththemissinginformation.NewWordsandExpressionspushv.

推销商品

audiencen.

听众；观众；读者

bangforthebuck花最少的代价获得最大的收益

capabilityn.

能力；才能

optionn.

选择；可供选择的事物

showoff引起注意

keepholdof握紧；抓住

inreturn作为回报

satisfactoryadj.

令人满意的

Andrea:Philip,weareinterestedindevelopingnewmarkets.Wouldyouplease_______________________aboutthemarketingofourproducts?Philip:Noproblem.Therearealotofwaystopushsales.Forexample,trytomakeyourselfknownbyads.Andrea:Whatdoyouseeasthe_____________________

___________?TV,radioorprint?Philip:Thatjustdependsonwhatyoumeanby“effective”.Doyoumeanreachingthewidestaudience,_______________________________?Andrea:Imeanwhatgivesthemostbangforthebuck.Obviously,TVwillshowourcapabilitythebest,butitisalsoveryexpensive.WhatIamworriedaboutisthatifweuseprintmedia,________________________ofourproduct.giveussome

suggestions

mosteffectivemeansofadvertising

costingtheleastorsomethingelse

peoplecan’tseethequality

Philip: Jimthinksyoushoulduseradio,asthereisalargelisteningaudience.ButIthinkthatinordertoshowthequalityofyourproduct,you’llhaveto__________________.Doyouagreewithme,Andrea?Andrea:Yes,Ido.ButadvertisementonTVwillcostalotofmoney.Philip: Yes,you’reright.Butforanewcompany,suchexpensesareabsolutelynecessary.Doyouhaveabetteroption?AsIsaid,printmediawon’treally_______________________________.Andrea:Canyoubemorespecific?Philip: Yousee,thepurposeofadvertisingistodrawthecustomers’interestandkeepholdoftheirattention,sothattheymaydosomethinginreturn.Andrea:Soit’sworthalotofmoneysolongastheresultsaresatisfactory.

makepeopleseeit

showoffyourbestdigitalfeatures

SituationalDialogue

Supposingyouareasalesrepresentativeofanelectroniccompany,youaregoingtosellyourproduct—CanonIXUS1000HStoacustomer.Makeadialoguewithyourpartneraccordingtothesituationgiven.Thefollowingsentencepatternsareforyourreference.Afterfinishingthedialoguepracticeitwithyourpartner.ItisthenewestdigitalproductofCanonInc.Itisinsmallsizeandveryeasytocarry.Itsmentalbodymakesitverydurable.Itisverythin,only22mmattheside.ItisverybeautifulwithalargeLCDscreen.Itcomesinvariouscolors,pink,brownandsilver.Itpromisesbetterlow-lightperformanceandhigh-speedphotography.Acompactbutpowerful10xopticalzoomlensmakesittheslimmestsuperzoomcameraofitskindanywhereintheworld.Itsfashionablelookingmakesitverypopularwithyoungmen.Itisalsoverygoodforfamilyuse,especiallywhenthewholefamilygosightseeing.Ifyouplaceanorderthemoment,wecangiveyouanelegantporcelaincupforfree.Icanalsooffer10%off.ThediscountedpriceisonlyRMB2,200.Thanksforyourtime.

PassageListentothepassage,andthenfillintheblankswiththemissingwords.NewWordsandExpressionsmarketingmix营销组合emphasizev.

强调；着重positiveadj.

积极的；肯定的billboardn.

广告牌directmail直接邮件placementn.

放置；安置likelihoodn.

可能；可能性circulationn.

发行额；销售量prestigen.

影响力；威望flexibleadj.

灵活的；有弹性的timingn.

时间安排profilen.

人或事物的简介；概况

Productadvertisingisanimportantpartofthemarketingmix.Itsaimisto______________bymakingaproductorserviceknowntoawideraudience,andby______________________________.Acompanycanadvertiseinavarietyofways,dependingonhowmuchitwishestospendandthesizeandtypeofaudienceitwishestotarget.Thedifferentmediaforadvertisingincludestelevision,radio,newspapers,___________,___________,__________anddirectmail.Thechoiceofmediaforadvertisementsandoflocationsforexhibitsismadeasaresultofthorough_______________,sothatmoneyisspentwhereitismostlikelytoproduceresults.magazines

increasesales

emphasizingitspositivequalities

billboards

marketresearch

theInternet

Itisimportanttoselecttherightmediawhichwillenableyoutoreachyourtargetaudience._____________thetraditionalprintandbroadcastmedia,therearedozensofotheroptionsforplacingyourads.Theimportantthingtorememberaboutplacementistogowhereyourtargetswillhave_______________________seeingorhearingyourads.Nationalnewspapersareoftenagoodchoiceforhighvolumeconsumersalesanddirectresponseselling.Theadvantagesarehighcirculation,__________________,prestige,______________andachoiceofknownreadershipprofiles.

thegreatestlikelihoodof

Inadditionto

lowcostperreader

flexibletiming

LanguageFocus

Developingnewmarkets

Ourproductsaregoodinqualityandreasonableinprice,sotheywillsellwellinyourmarket.2.Inadditiontoimprovingthequalityofourproducts,weneedtoopenupmoreinternationalmarkets.3.Doyouhaveanyparticularplantoopenupnewmarkets?4.Withthefiercecompetitioninthedomesticmarket,wehavetoopenupoverseasmarketforournewproducts.5.First,weneedtobreakintothismarketwithproductsingoodqualityandlowprice.6.WehavetomakemarketingstrategiestogetestablishedinEuropeanmarket.Describingaproduct1.Thelaptopiseasytouse.Itisournewestproduct.2.Ourproductiselegant,smallinsize,lightinweightandreasonableinprice.3.Itis10inchesthick/high/deep/wide/long.4.Thiskindofclothiswashableandwrinkle-free.5.Theembroideryontheskirtishandmade.Itisveryelaborate.6.Thiscellphoneisnotonlyfashionableindesign,butalsofunctional.7.ItismadebyAppleInc.Itcomesindifferentcolorsandspecifications.8.Itisourbestseller.Itisquitepopularwithyoungsters.Promotingaproduct1.Wouldyouliketogothroughourcatalogue?2.Ourproductsaremadebythelatesttechnology.3.Thiskindofcamerahasmanyadvantagesoverotherbrands.4.Ifyouarereallyinterestedinit,Imayreducethepricealittle.5.Itakeamodelwithme.Youcanmakeatryifyoulike.6.Hereisasampleofourcosmetics.Youcantryitout.7.Thefirst100customerswhoorderourproductswillbegiven20%discount.8.Allourproductswillbedeliveredtoyoufreeofcharge.Askingforproductinformation

1.Howmuchisit?2.What’sitsweight/length/height?3.Whatarethemainfeaturesofyourproducts?4.Isitenergy-saving?5.Isitwaterproof?6.HowcanIoperateit?7.Doyouofferafter-saleservices?EasyTime

Enjoythefollowingsong.

TheShowReading

Lead-in

Workinpairs.Discussthefollowingquestionswithyourpartner.YoucansurftheInternetorconsultadictionarytofindtheanswers.Doyouknowthe4Psinmarketing?Whatdotheystandfor?

The4Psrefertothe4elementsinmarketingmix:price,product,placement,andpromotion.2.Whatispromotion?Promotionisthesetofactivitiesconcernedwithcommunicatinginformationtopotentialbuyers.

3.Ifyouwereamarketingmanager,howwouldyoupromoteyourproduct,sayawashingmachine,anairconditioneroranLCDTV,toyourcustomers?

Tellthecustomerstheuniquefeaturesoftheproductandthepromotionalstrategies.

4.Howtomakeyourproductsknowntothepublic?TV,newspapers,magazines,radio,theInternet,etc.

5.Whatdoyouthinkisthemostimportantfactorwhilepurchasinggoods,priceorquality?Qualityshouldbethefirstfactortobeconsidered,becauseaproductinbadqualityisnothingbutjunk.Itisnotworththemoney.However,priceisalsoafactorthatinfluencesthepurchase.Ifonecan’taffordaproduct,hewon’tbuyit.

ReadingMarketingManagementNewWordsandExpressionsdirect/dɪˈrekt/v.

指向；对准implement/ˈɪmplɪment/v.

履行；实施；贯彻concept/ˈkɔnsept/n.

观念；概念distributionsystem

分销体系stimulating/ˈstɪmjuleɪtɪŋ/adj.

刺激性的；起激励作用的ultimate/ˈʌltɪmət/adj.

最后的；终极的；基本的satisfy/ˈsætɪsfaɪ/v.

使满意；使满足perceive/pəˈsiːv/v.

注意到；认识到；认为tangible/ˈtændʒəbl/adj.

可触知的；有形的intangible/ɪnˈtændʒəbl/adj.

难以触摸的；无形的

attribute/ˈætrɪbjuːt/n.

特质；性质；属性combination/ˌkɔmbɪˈneɪʃn/n.

结合体；混合物inthelongrun

从长远看initially/ɪˈnɪʃəlɪ/adv.

最初；开头eventually/ɪˈventʃuəlɪ/adv.

最后；终于decline/dɪˈklaɪn/v.

下降；减少phasesthout

逐步淘汰；分阶段停止使用feature/ˈfiːtʃə/n.

特征；特点influential/ˌɪnfluˈenʃl/adj.

有影响的；有说服力的turnaway

对……置之不理ironically/aɪˈrɔnɪklɪ/adv.

讽刺地；说反话地hesitate/ˈhezɪteɪt/v.

犹豫；踌躇

suspiciousof

有疑心的；表示怀疑的integrate/ˈɪntɪgreɪt/v.

使成为一体optimize/ˈɔptɪmaɪz/v.

使最优化；完善reinforce/ˌriːɪnˈfɔːs/v.

增强；加强；加固modify/ˈmɔdɪfaɪ/v.

修改；修正；改善reinforcement/ˌriːɪnˈfɔːsmənt/n.

增强；加强；加固modification/ˌmɔdɪfɪˈkeɪʃn/n.

修改；修正；改善transfer/trænsˈfɜː/v.

转移；转让distributionchannel

分销渠道discretionary/dɪˈskreʃənərɪ/adj.

自行决定的；自主的precisely/prɪˈsaɪslɪ/adv.

精确地；恰好strategic/strəˈtiːdʒɪk/adj.

战略的；策略的Notes

Toimplementthemarketingconcept,firmsestablishamarketingmix—theideathatsuccessfullong-termmarketingrequirestherightproducts,agooddistributionsystem(sometimescalledplacement),afairprice,andastimulatingpromotion.

要想实现营销理念，企业必须确定一个营销组合。其基本思路是：一个成功的、着眼于远期的市场营销，必须具备合适的产品、良好的分销体系（有时亦称为地点）、公道的价格以及有刺激性的促销。

2.Inmarketing,productsareanywant-satisfyinggoodsorservicesaswellastheirperceivedtangibleandintangibleattributesandbenefits.

在营销中，产品是任何能够满足需要的商品或服务，以及它们被认知的有形或无形的特征及益处。

3.Mostinitiallysuccessfulproductseventuallydeclineinsalesandprofitsandarephasedout.Therefore,newproductsareneededtofillthegap.

许多最初获得成功的产品，销售额和利润最终都趋于下降并被淘汰。因此，有必要开发新产品以填补产品断层。4.Achannelofdistributionoramarketingchannelisasequenceofmarketingorganizationsthatdirectsaproductfromtheproducertotheultimateuser.

销售渠道或营销渠道是指一系列的将产品从生产者转移到最终消费者的营销组织。

5.Withincreaseddiscretionaryincomeandproducts,customerscouldaffordtobeselectiveandbuyonlythoseproductsthatpreciselymeettheirchangingneeds.

随着可支配收入和产品的增加，消费者能够承担多样性选择，并且只会购买能准确满足他们不断变化的需要的产品。ExercisesChoosethebestanswerforeachofthefollowingquestions.

1.Amarketingmixshouldinclude______.A.price,promotion,placementandpurchaseB.placement,price,productandpromotionC.promotion,distribution,placementandpriceD.product,price,promotionanddistribution

B

2.Inmarketing,productsareanywant-satisfyinggoodsorservicesaswellas______.A.theirtangibleattributesandbenefitsB.theirintangibleattributesandbenefitsC.productsandservicesD.bothAandB

D

3.Mostinitiallysuccessfulproductseventuallydeclineinsalesandprofitsandarephasedoutbecause______.A.workersinthefirmsdon’tworkhardB.theseproductsareinlowqualityC.firmsdon’tchangetheirproductmixtomeetthechangingneedsofthemarketD.firmscannotgetanyprofits

C

4.Lowpricestrategymaynotalwaysworkbecauseofthefollowingreasonsexceptthat______.A.lowpricesmeanlessprofitsB.lowpricesmaymakethecustomershesitatetobuytheproductsC.lowpricescanpromotethepurchaseofthecustomersD.lowpricesmaymakethecustomerssuspiciousofthequalityoftheproducts

C

5.Whichofthefollowingisnottrueaccordingtothepassage?______A.Lowpriceisthemosteffectivewayofpromotion.B.Thetasksofpromotionareinforming,persuadingandremindingtargetaudiencesaboutafirm’sgoodsandservices.C.Everymarketingchannelbeginswiththeproducerandendswitheithertheconsumerortheindustrialuser.D.Priceisoneofthemostinfluentialfactorswhenconsumersdecideonapurchase.

AII.WritethefollowingwordsinColumnAaccordingtotheirexplanationinColumnB.ColumnA

ColumnB1.___________ changesthslightly;improve2.___________ combinetwoormorethingsinordertobecomemoreeffective3.___________ distinctivecharacteristic4.___________ exactly;just5.___________ idea;generalnotion6.___________ thatcanbeperceivedbytouch7.___________ basicorfundamental;final8.___________ tendingtostimulate;arousing

modifyprecisely

integrate

feature

stimulating

concept

tangible

ultimate

III.Fillintheblankswiththewordsorphrasesgivenbelow.Changetheformsifnecessary.inthelongrunperceivehesitate optimizedirect implementsuspiciousofphaseoutWeneedto________ouruseoftheexistingtechnology.2.He_________slightlybeforeansweringtheinspector’squestion.3.__________thathewasn’thappywiththearrangements,Itriedtobookadifferenthotel.optimizehesitated

Perceiving

4.Oureffortsshouldbe_________towardsgreaterefficiency.5.Itseemsveryexpensive,but_____________itisworthwhiletospendthemoney.6.Thechangestothenationalhealthsystemwillbe___________nextyear.7.Theyaredeeply____________eachother’smotives.8.Theoldmachineryinthisfactorywillbe__________soonerorlater.phasedout

directed

inthelongrun

implemented

suspiciousof

IV.TranslatethefollowingsentencesintoEnglish.

1.营销四要素——产品、价格、促销和渠道共同作用帮助企业建立成功的营销运作，满足消费者的需求，实现企业的战略目标。

Thefourelementsofmarketing—product,price,promotion,andplacement—worktogethertohelpfirmsdevelopasuccessfulmarketingoperationthatsatisfiescustomersandachievesstrategicobjectives.

2.广告的目的就是吸引顾客们的兴趣，并紧紧抓住他们的注意力，反过来我们也可以从中得到好处。

Thepurposeofadvertisingistodrawcustomers’interestandkeepholdoftheirattention,sothattheymaydosomethinginreturn.

3.过去我们常常是等订单，现在竞争越来越激烈，我们要主动去找买主。

Inthepast,weusedtowaitfororders.Butnowcompetitionisgettingmoreandmorefierce,andsowehavetotakeactionstofindmorebuyers.

4.最近供暖设备已稍加改动以提高效率。(modify)

Theheatingsystemhasrecentlybeenmodifiedtomakeitmoreefficient.5.一条好的销售渠道对成功出口是非常重要和必不可少的。

Agoodmarketingchannelisveryimportantandindispensabletothesuccessinexporting.

WritingProductDescription

产品介绍，是生产厂商为销售及进一步宣传和说明其产品而附在产品包装内部或外部的一种宣传资料，主要用来说明产品的结构、性能、功能、规格、使用方法、保养维护、注意事项等。产品介绍行文措辞要简洁、明快，重点落在产品与众不同的特点上，切忌夸大其词，以防产生不良影响。产品介绍一般由标题（也包括副标题）和正文两大部分组成。

1．标题。要写明产品的名称。一般来说，产品介绍的标题起着引导的作用。

2．正文。正文是产品介绍的主体部分。各类产品的性能及用途不同，其产品介绍的说明方法及内容也不同。一般来说，正文所不可或缺的部分有：产品的适用范围、成分、功能、保养及注意事项等，有的可附有图表并编印成宣传性的小册子。

Sample1PreciousOil50gPreciousOilisextractedfromarangeofnutritionalnaturalplantations.ItcontainsSweetAlmond,Sesame,Avocado,WheatGermandOliveOilsinanon-tackyandsafecarrierbaseoil.Therichnaturalnutrientscanpenetratedeepundertheskintoprovidethebestprotectionthatyouneedtorestorethedriedanddamagedskin.Constantusagecanguaranteeyoungerlookingskinandshieldyouofffromthepollutedenvironments.Sample2CopingwithStress™

Youcan’teliminateallstressfromyourlife,butyoucankeepitfromoverwhelmingyou.Learn10practicaltechniquesforrelievingstress.OnthisDVDyoucanfindout:(1)Therelationshipbetweenstressandhearthealthandanxiety.(2)Howtorecognizestressandwhereitiscomingfrom.(3)Newtechniquesandstrategiesforreducingorrelievingstress.(4)Howtousestresstomotivateyoutodealwithstressors.EachDVDIncludes:(1)50-minutehealthpresentation;(2)20-minutequestionsandanswers;(3)Healthpresentationofferingtheprogramsbrokenintonine10-minutesegments;(4)Contactus;(5)QuizProductDetails:SKUMM-DVD-7Price:$19.95Weight:0.50lbsCategory:HealthLivingSeriesDVDsShipTime:Usuallyshippedin48hoursskillfulmanufacture制作精巧sophisticatedtechnology工艺精良finelyprocessed加工精细deftdesign设计精巧beautifuldesign造型优美产品介绍常用短语

UsefulExpressions

professionaldesign设计合理rationalconstruction结构合理attractivedesign款式新颖variousstyles款式齐全fashionablepatterns花色入时delicatecolors色泽素雅prettyandcolorful瑰丽多彩purewhiteness洁白纯正excellentquality/highquality品质优良superiorquality质量上乘stablequality质量稳定reliablequality质量可靠widevarieties品种繁多completeinspecifications规格齐全dependableperformance性能可靠easyandsimpletohandle操作简便easytouse使用方便durableinuse经久耐用reliablereputation信誉可靠tohavealongstandingreputation久负盛名toenjoyhighreputationathomeandabroad誉满中外tohavealonghistory历史悠久sellingwellallovertheworld畅销全球

产品介绍常用句型

Thecomputerweproducedischaracterizedbyitshighquality,compactsize,energysavingandisalsoeasytolearnandeasytooperate.

我们生产的计算机的特点是质量好，体积小，节能，而且易学好用。2.Theyarenotonlyaslow-pricedasthegoodsofothermakers,buttheyaredistinctlysuperiorinthefollowingrespects.

它们不但和其他厂家的产品一样价格低廉，而且在以下几个方面有其独特的优越性。3.Thisproductwillpayitsownwayinayear.

该产品一年就可收回成本。4.Thenewtypeofsuitcasecardesignedbyourengineersisveryingeniousandpractical.

我方工程师设计的新款行李车非常精巧、实用。5.Thesemachineshavefewbreakdownsandareeasytomaintainbecauseoftheirsimplemechanicalstructure.

由于机械的构造简单，这些机器很少出现故障，且易于保养。6.Thiskindofairconditioningsystemispracticalandeconomicalfortheneedsofyourcompany.

这种空调系统实用、经济，能满足贵公司的需要。7.Thegarmentsaremagnificentandtastefulandhavelongenjoyedgreatfamebothathomeandabroad.

这些服装华丽、高雅，驰名中外，久享盛誉。

8.Ourproductsaresuperiorinqualityandmoderateinpriceandaresuretobesaleableinyourmarket.

我们的产品质量上乘，价格适中，在贵方市场上一定很畅销。

9.Thismaterialhasadurableandeasy-to-cleansurface.

这种材料经久耐用并且表面易清洁。10.Thismodeloftypewriterisefficientandendurable,economicalandpracticalformiddleschoolstudents.

这款打字机工作效率高，经久耐用，经济实用，非常适合中学生使用。

ExercisesTask1:Completethefollowingproductdescriptionaccordingtotheinformationgivenbelow.