新视野商务英语视听说 第四版 下 教案 Unit-9 Marketing、Unit-10 Advertising

教案

课程名称新视野商务英语视听说（第四版）（下）

课时_______________________________

班级_______________________________

专业_______________________________

教师_______________________________

系部_______________________________

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教材《新视野商务英语视听说（第四版）（下）》

Unit9Marketing

LearningObjectives（教学目标）

Aftercompletingthisunit,Ssshouldbeableio:

—comprehendbasicvocabularyrelatedtomarketing;

一identifyandunderstandbasicelementsofmarketing;

—usecommunicationskillsto:

•developmarketingplans;

•describemarketingresults;

・promoteproducts;

•makemarketingpredictions.

BusinessProfile(内容概览)

FourPsinMarketing

Marketingpeopleliketosay"Nothinghappensuntilsomeonesellssomethingto

someone.MForabusinessto“sellsomethingtosomeone“thebusinessmusthavethe

rightproduct,intherightplace,andfbrtherightprice.Anditmustpromotetheproduct

sothatthepotentialbuyerknowsaboutit.ThesearethefourPsofmarketing.Each"P”

contributestothemarketingmix.

Product

Theproductis,ofcourse,thething(orservice)thatyouhavetooffertocustomers.

Itisimportanttounderstandyourproductfromthecustomer'spointofview.Thereare

anumberofthingsabouttheproductyoushouldevaluate.

Productdescription

Itiscriticaltobeabletosayinoneclearsentencewhyyourproductishighly

suitableforaspecificbuyerandwhatitdoesbest.Itismoreimportanttobedescriptive

thancreative.Therearesomeexceptionstothis-forexample,inthemusicindustry,

thenamesofbands.

Functionality,features&benefits

Inordertobegintounderstandtheproductfromacustomer'spointofview,list

thefunctionality,thefeaturesandthebenefitsthattheproducthas.

Prioritiseeachfeatureforthetargetmarketormarketsegmentsoyoucan

determinethesuitabilityoftheproductgoingforward.

Productadaptability

Therearefivefactorstoconsiderfbrmeasuringhow“marketable“anewproduct

is:

Advantages:Howsuperioristheinnovativequalityorproblem-solvingdesignof

theproductincomparisontoitscompetitorsinthemarket?

Compatibility:Doesithaveagood“fit"withcurrentproductusageandcustomer

activity?

Complexity:Willdifficultyorconfusionariseinunderstandinghowtousethe

product?

Assessment:Howeasilycantrialsamplesoftheproductbepurchased?

Accessibility:Howlikelyistheproducttoappearinpublicplaceswhereitcanbe

easilyseenbypotentialusers?

Place

Therightplace,or(hedistributionchannel,isthemethodformakingyourproduct

availabletotheconsumer.

Functions

Thereareeightmainfunctionsregardingdistributionchannels:

Information:gatheringinformationandassessingresultsofmarketresearch

Promotion:developingandpublicisingoffers

Contact:communicatingwithprospectivebuyers

Matching:fittingtheproductandtheoffertothebuyer'sneeds

Negotiation:reachingagreementonpriceandterms

Distribution:transportingandstoringthegoods

Financing:raisingfundstocovercosts

Risktaking:assumingorinsuringagainstriskoflossassociatedwithdistribution

Price

Thepriceistheamountofmoneychargedforaproductorserviceorthevalue

uxuhangudforihcbciiufilbufthepruduulorservice.

Foranewproduct,youmustunderstandyourrelativepositioninthemarket

beforeyousetaprice.Makesurethepriceisnottoolow,ortheproductwillnotbe

takenseriously.Ifitistoohigh,thepotentialcustomerwillnottaketherisk.Theprice

normallyreflectstherelativequalityoftheproductand,ofcourse,coversallcosts

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

Priceadjustment

Thefollowingarepriceadjustmentsbasedonchangingsituations:

Discount&allowance:reducedpricestorewardcustomerresponsessuchas

payingearlyorpromotingtheproduct

Discriminatory:adjustingpricestoallowfordifferencesincustomerloyalty,

quantityorquality

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

Value:adjustingpricestooffertherightcombinationofqualityandserviceata

fairmarketprice

Promotional:temporarilyreducingpricestoincreaseshort-termsales

Geographical:adjustingpricestoaccountforgeographiclocationofcustomer

International:adjustingpricesininternationalmarkets

Promotion

Promotionisthespecificmixofadvertising,personalselling,salespromotion,

andpublicrelationsacompanyusestopursueitsadvertisingandmarketingobjectives.

Objectives

Theobjectiveofpromotingaproductistomovethetargetmarketthroughthe

followingphases:

Unawareness—>Awareness—>Understanding—>Attitude—►PurchaseIntention

一Purchase

Itisbelievedthatconsumerscannotskipaphase.Theyneedtomovethroughall

thephases.Promotionisthemethodbywhichthetargetmarketismovedfromone

phasetoanolherlofinalpurchase.

Theoffer

Theofferneedstobeidentifiedbeforepromotionbegins.Whatisthetarget

customerbeingoffered?Howcanthecustomergetwhatisbeingoffered?

Afrequentmistakeistocreateapromotionaladvertisementbutnottellthe

customerwhattodo.Youshouldpromptthecustomerandtellthemto“callthis

numbertoplaceanorder"or"downloadthissoftwarefromourwebsitefbrmore

infbrmalion”.

Classifiedadvertisements

Thekeytosuccessfromclassifiedadvertisementsisfrequency.Runningafullage

Advertisementinanindustrymagazineoncemaycreateawareness,butnotnecessarily

action.Potentialcustomersmaynotseeeveryissueoftrademagazinesorbeinterested

inbuyingatthattime.Theymayneedtoberemindedandencouragedtotakeaction.

Itisimportanttotargetyouradvertisingintheappropriatemagazines.Requesta

mediakitfromthemagazinesyouareconsidering.Thisshouldcontaincirculation

information,subscriberprofiles,andprices.Thiswillhelpyoudetermineifyourtarget

marketreadsthemagazine.

LanguageExpansion（语言扩充）

Marketresearch

Whateveryouwanttosell,it'llpaytodothoroughmarketresearchandtotestthe

marketfirst.

Weneedtolaunchanintensiveadvertisingcampaigninordertoimprovebrand

awareness.

Promotion

A:Haveyoueverconsideredanyotherformsofpromotion,suchasrunningclassified

advertisementsontheInternetorinthenationalorlocaltradejournals?

B:No,weonlysetupastandatthenationaltradefairorlocalminifair.

A:Howdoyoupromoteyourproductsandservices?

B:Welargelydependonword-of-mouthpublicity.

A:Doyoudoanydirectsellingsuchascoldcalling,thatis,knockingonthedoorsof

yourcustomersandsellingtheproductdirecttothem?

B:No.wesetupspecialsalescountersinlargedepartmentstoresandselectretail

outletsaspotentialwholesalecustomers.

Developingnewmarkets

Withincreasinglyintensecompetitioninthedomesticmarket,itisimperativeforthe

companytoexploitoverseasmarkets.

Thecompetitionisgettingfierce.Wecaiftjustrelyonthismarket.It'stimeforusto

developanewmarket.

A:ManypeoplehavesuggestedthatweextendoursalesintotheNorthAmerican

market.Whatdoyouthink?

B:Sincetherehasn'tbeenmuchcompetitionwiththistypeofproductsofar,weneed

totakeactionquicklytogetwellestablishedinthemarket.

A:Therearemanybrandscompetinginthissegment,howcanwebreakintothe

market?

B:Wecanpenetratethismarketwithlow-pricedqualityproducts.

Competition

Wecanpriceourproductsatalevellowerthanthatofourcompetitorssoastogaincompetitive

advantageinthisnewmarket.

Marketstatistics

Thesalesvolumehasdeclinedby20%incomparisonwithlastyear'sfigure.

Ascomparedwithlastquarter,oursaleshaveincreasedby5%.

IhesalesfromInternationalOperationsreachedRMB7.0billion,anincreaseof5.4%

from2008.

Asyoucanseefromthisgraph,theamountofnetsaleshassteadilyincreasedoverthe

last

decade,andreachedRMB179millionin2009.

Asisshowninthebargraph,thesalesofoursubsidiaryinGreeceareup

substantially一

over71%forthefirsthalfof2009.

Pushingsales

Won'tyouhavealookatthecatalogue?Perhapsyou'llseesomethingofinterest.

Thisisacopyofourcatalogue.It'llgiveyouanideaoftheproductswchandle.

We'dliketoknowmoreaboutyourproducts.

Thisstyleismorefashionableandthecolourisbrighter,butit'smuchmoreexpensive.

Ourproduct/priceisreallycompetitiveintheinternationalmarket.

Wehaveagoodselectionforyoutochoosefrom.Ourproductrangeisthemost

comprehensiveinthisarea.

Here'sourlatestmodel.It'softheveryhighestqualityandavailableinawiderangeof

coloursandstyles.

Consideringitsqualityandworkmanship,thepriceisveryreasonable.

Whatdoyouthinkofthisone?It'sthemostpopularmodelwiththisbrand.Wouldyou

liketotryit?

Thisisourlatestdevelopment.Weputitonthemarketjusttwomonthsago.

Thisproducthasmanyadvantagescomparedtoothercompetingproducts.

TextBank

UnderstandingYourCustomers

Knowingyourcustomersintimatelyisthefirststeptoeffectivesales.Untilyou

knowwhoyourcustomersare,whattheywant,andwhatmotivatesthemtobuy,you

can'tprepareaneffectivemarketingplan.

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

butthey'llmostalwaysbuywhattheywant.Forinstance,haveyoueverknown

someonewhowenttothestoretobuyapairoftrousersthattheyneededandcameback

withanewshirt,sweaterandshoes?Orhowabouttheeverydayshopperwhogoesinto

thesupermarkettobuysomemilkandeggsandcomesoutwithafrozenpizza,cheese

cake,andothergoodies?

Peoplewillbuywhattheywant(eveniftheydon'thavethemoney),notwhatthey

need.Andyes,thisevenappliesto“sophisticated“corporatetycoons.

Toreallygettoknowyourcustomersyou'llneedtoaskyourselfquestionssuch

as:

•Howdoesmypotentialcustomersnormallybuysimilarproducts(i.e.inastore,

ontheweb,door-to-door)?

・Whoistheprimarybuyerandtheprimarybuyinginfluencerinthepurchasing

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

domycustomershave?Forinstance,wheredotheygettheirinformation(from

television,newspapers,magazines)?

•Whatismytargetcustomer'sprimarymotivationfbrbuying(tolookgood,

avoidpain,getrich,behealthy,bepopular)?

Ifyousaythatyourtargetcustomeris“everybody"，then“nobody“willbeyour

customer.Themarketplaceisjam-packedwithcompetition.You'llhavemoresuccess

jumpingupanddowninasmallpuddlethanabigocean.Carveoutaspecificnicheand

dominatethatniche,thenyoumightconsidermovingontoasecondniche(butnot

beforeyou'vedominatedthefirstone!).

Discussion:

1.Howcanagoodunderstandingofcustomershelpyon?

2.Whatcanyoudoifyouaretryingtogettoknowyourcustomers?

补充教学资源

Video1

Makingamarketingplan

Dennis:Well,asyouknow,thepurposeofthismeetingistocomeupwithamarketing

planforournewproduct,thesolar-poweredwatch.Atthisstagewehavethreepointsto

consider-youhavethemonyouragenda.Thefirstoneisthepotentialmarket.Erica,

whatcanyousayabout[hat?

Erica:OK,well,theinitialsalesanalysisledustoalotofmarketresearch.Herearethe

mainresults.

Dennis:Em...Itseemsthatwc'vcnotbeendoingverywellinthelastfewmonths.

Erica:Tmafraidnot.AsyoucanseeinFigureOne,inspiteofthefactthatourbrand

hasachievedasalesriseof10%,ourmarketsharehasdroppedfromapeakof25%to

20%.

Dennis:Wereyouabletoseethereasonfbrthedecline?

Erica:Well,therehavebeenanumberofnewcompetitorswhomayhavehadanimpact.

Theyappealtomanyoftheyoungpeoplewiththeirfashionablestyles.But,Ithinkour

newwatchwillbeverycompetitiveandwillhelpusregainourpositioninthemarket.

Dennis:Good.Accordingtoourmarketsurvey,ourbrandisrankedthirdamongthe

top-tenbestwatches.80%ofthepeopleinlerviewedwouldfeelhonouredandgreatly

pleasediftheyweregivenoneofourwatches.50%saidtheywouldbewillingto

considerbuyingoneasagiftfortheirfriendsorrelatives.

Tim:Yes,andthemarketforwatchesisbecominglargerandlarger.Moreandmore

people,especiallytheyoung,regardwatchesasfashionitems,notjustfortellingtime.

Manyyoungpeoplehavemorethanonewatch.Youngladiestendtoweardifferent

watchestomatchdifferentoutfits.Ithink(here'salargemarketsegmentfbr

medium-pricedandfashion-orientedwatchesandwecantargetyoungfashion

followersaspotentialcustomersfbrournewproduct.

Erica:I'mwithyouonthispoint.We'veshownsomesamplesoftheSPwatchtothe

peopleweinterviewed.Morethan65%ofthemthinktheyare“cuteandfashionable”.

About50%oftheyoungpeopleinterviewedareinterestedinbuyingoneifthepriceis

acceptable.

Dennis:Itsoundslikethere'salargepotentialmarketfbrournewproduct.Now,Tim,

whataboutthesales-profitanalysis?

Tim:Well,inolderlogelihutargetprofitof$1.8inillionwithinoneyear,wchavelo

reachsalesof$18million.Wesettheunitpriceat$130,whichmeanswe'llhavetosell

atotalof138,460units.Thatwouldprobablycoveramarketshareof6%.Wewould

hopefullyregainwhatwe'velostifsalesofourotherwatchesdon'tfall.

Dennis:Thal'sreallyencouraging.Nowtothelastpoint.Toattainthisgoal,what

marketingstrategydoweneed?

Tim:Sincemostofourpotentialcustomersareyoungpeople,Ithinkthebestchoices

wouldbetoadvertiseonpopmusic,sportsandfashionprogrammesonradioandTV.

Dennis:Whataboutthenet?

Tim:Yes,that'sagoodplacetoadvertise.Almostalltheyoungpeoplelikesurfingand

it'salsomuchcheaper.

Erica:Fashionmagazinesshouldalsobeconsidered.Alotofyoungwomenreadthem.

Dennis:Goodidea!So,"SPwatchesarefbrtheyoung"andadvertisingwillbetargeted

attheyoung.Well,IthinkIhat'sallfbrnow.Thankyoufbryourinfbnnation.We'll

discussthedetailsatthenextmeeting.

Video2

Promotingproducts

Manage亡Comein,please.

Salesman:Goodmoming,sir.I'mfromGoodLife.Wcmanufacturemicrowaveovens.

Iwonderifyoucouldallowmeafewminutestotellyouaboutourproducts.

Manager:Tinsorry,thisisafurniturecompany.Doyouhavebigovenssowecoulddry

ourtimberinthem?

Salesman:You'rekidding!

Manager:Then,whyonearthwouldyourmicrowaveovenshaveanythingtodowith

us?

Salesman:Well,quitealot.Inoticethatyourcompanyislocatedinthesuburbs,so

you'realongwayfromtown,aren'tyou?

Manager:Yes,that'strue.

Salesman:Arethereanyrestaurantsnearby?

Manager:No,unfortunately.Thenearestrestaurantisabouttwokilometresaway.

Salesman:MayIaskhowmanymembersofstaffyouhave?

Manager:Tmsorry,butIdon'tgetyourpoint.Actually,Tmreallyverybusy...

Salesman:Oh,justgivemeonemoreminute.Tmtryingtotellyouwhatourproduct

candoforyou.

Manager:OK,bebriefthen.Wchaveabout200staffhere.

Salesman:Thenwheredotheyeatatnoon?

Manager:Wehaveacanteen.Asmallone,butit'senough.

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't

bigenoughfbrmuchvarietysotheyjustmaketwoorthreeeachdayandsometimesil's

nottomytaste.

Salesman:Fairenough.Ifyouhadachoiceofseveralmoredishes,youwouldbehappy

toeatmoreofteninthecanteen.Isthatright?

Manager:Yes-IthinkIwould.

Salesman:Andthesamewouldbetrueofyourstaff?

Manager:Maybe.

Salesman:Yousee,withourmicrowaveovens,adishcanbecookedinjustafew

seconds.

Manager:Really?

Salesman:Yes.Soyourcookscanprepareseveraldifferentdisheswithoutalotofpots

andpans.Andtheytakeupmuchlessspacethananormaloven,soyoucouldputfive

orsixmicrowaveovensinyoursmallkitchen.

Manager:Thatsoundsgreat!

Salesman:Ifyourpeoplecouldhaveachoiceofseveraldeliciousdishesinthecanteen

everyday,they'dbehappyandmoreefficient.Doyouseewhatourmicrowaveovens

candoforyounow?

Manager:Yes,OK,I'llthinkaboutit.

Salesman:Well,Tilcallagaininadayortwo.Here'smynamecard.Pleasegivemea

ringifyou'dlikeanymoreinformation.

Manager:Thankyou.Iwill.

教案

课程名称新视野商务英语视听说（第四版）（下）

课时______________________________

班级______________________________

专业______________________________

教师______________________________

系部______________________________________

教研室_____________________________________

教材《新视野商务英语视听说（第四版）（下）》

Unit10Advertising

LearningObjectives（教学目标）

Aftercompletingthisunit,Ssshouldbeableto:

comprehendbasicvocabularyrelatedtoadvertising;

一identifyandunderstandbasicelementsofadvertising;

—developskillsto:

•understandanadvertisement;

•chooseanappropriateadvertisinginedium;

•judgetheeffectivenessofanadvertisement.

BusinessProfile(内容概览)

TheFundamentalsofAdvertising

Productadvertisingisanimportantpartofthemarketingmix.Itsaimistoincrease

salesbymakingaproductorserviceknowntoawideraudience,andbyemphasisingits

positivequalities.Acompanycanadvertiseinavarietyofways,dependingonhow

muchitwishestospendandthesizeandtypeofaudienceitwishestotarget.The

differentmediaforadvertisingincludetelevision,radio,newspapers,magazines,the

Internet,billboardsanddirectmail.Thechoiceofmediaforadvertisements(ads)andof

locationsforexhibitsismadeasaresultofthoroughmarketresearch,sothatmoneyis

spentwhereitismostlikelytoproduceresults.

Corporateadvertisingisnotdirectlyconcernedwithincreasingsalesofa

particularproductorservice,butmorewiththebrandimage,orcompanyculture,a

companywantstopresenttothepublic.Publicrelationsexpertsspecialiseinorganising

activitiesandeventswhichgeneratepositivepublicityforcompanies.

Advertisingcanpayoffhandsomelybyincreasingawarenessofabusinessor

product,developingtheloyaltyofcurrentcustomers,generatingsalesandattracting

newcustuineis.Youmaywantittodoalloftliesethings.Whal'sinipoilantisto

prioritisethegoals.Advertisingworksbestwhenit'sdevelopedtomeetonegoalata

time.

Adsshouldbewrittentocommunicateamessagethatthetargetaudience

considersimportant.Itisimportanttostressthebenefitsoftheproductorserviceandto

keepAIDAinmind:

•attractAttention,

•holdInterest,

•arouseDesire,

•motivateAction.

Onceyoudetermineyourgoals,youcantargettherightaudiencetoreceiveyour

advertisingmessages.It'simportanttohaveaspecificcustomertypeorgroupinmind

whendevelopingads.

ItisalsoimportanttoselectIherightmediawhichwillenableyoutoreachyour

targetaudience.Inadditiontothe“traditional“printandbroadcastmedia,thereare

dozensofotheroptionsforplacingyourads.Theimportantthingtorememberabout

placementistogowhereyourtargetswillhavethegreatestlikelihoodofseeingor

hearingyourads.

Nationalnewspapersareoftenagoodchoiceforhighvolumeconsumersalesand

directresponseselling.Theadvantagesarehighcirculation,lowcostperreader,

prestige,flexiblelimingandachoiceofknownreadershipprofiles.Anotherstrategyis

tolookatwhereyourcompetitorsadvertise—andwheretheydon't—tohelpfocusyour

thinking.

Clearly,thepurposeofadvertisingistogetmorecustomers,andtomakeyour

productswell-known.Youshouldhaveatargetaudienceinmindbeforeyouadvertise

andyoushouldorganiseyourmessageeffectively.

LanguageExpansion（语言扩充）

Comparingadvertisingmedia

Decidingwhichmediatouseisn'teasybecauseanumberofoptionsareavailable.

Forexample,television,newspapers,radioandmagazinesaswellasoutdoor

billboards.

TVprovidesanopportunitytocombinebothsightandsound-anadvantagenot

offeredbyothermedia.

Oneofthestrengthsofradioasanadvertisingmediumisitslowcost.However,

youcan'thavelongadvertisementsonradio.

Becauseofthespeedwithwhichmostpeoplepassbyoutdoorads,exposuretime

islimited.

Wordofmouthfromexistingcustomersisalsoaneffectivewaytospreadyour

message.

TextBank

WhoLeads?AdvertisementsorYou?

Isadvertisingareflectionofsociety?Orissocietyareflectionofadvertising?

SomepeoplesaythatadvertisingdetenninesAmerica'stastes.Whichisanother

wayofsayingthatadvertisingdetenninespeople'stastes?Whichis,inturn,another

wayofsayingthatpeopledonothaveamindoftheirown!

Well,timeandtimeagaintheadvertisingindustryhasfoundthatyoudohavea

mindofyourown.Ifaproductdoesn'tinterestyou,yousimplydon'tbuyit.Andifthe

product'sadvertisingdoesn'tinterestyou,youdon'tbuythatorbelieveiteither.

Thinkofitasasortofnaturalselection.Goodproductsandgoodadvertising

survive.Badproductsandbadadvertisingperish.Allaccordingtothedecisionsyou

makeinthemarketplace.

Discussion:

1.Listtheadsyouencounterinatypicalday.Doyoulikethemornot?

2.Towhatdegreeareyouinfluencedbyadvertising?

补充教学资源

Video1

Advertisingmedia

Brian:We'vegotanumberofpromotionscomingupoverthesummer.

Robert:Andarewegoingtobepromotingnewproductlinesoroldstock?

Brian:Abitofboth.Firstofallwe'replanningintroductoryoffersonsomeofour

majornewproducts—thecasualclothingrange.Wellberunningamajoradvertising

campaignforthem.

Robert:Well,theadvertisingcampaignobviouslyhastobeaimedatyoungpeople.

Brian:Yes,andwhat'surgentnowistocomeupwithsomethingthatisreallyattractive

andeffective.

Robert:Didoursponsorshipproposalsgoanywhere?

Brian:Notcertainyet,butitlooksasthoughwecouldbesigningasponsorshipdeal

withoneofChina'sfirstleaguefootballclubs.

Robert:Great.Andwhatabouttheposters?Isuggestwedon'tputuppostersoutside

urbanareas.Postersinthecountrysideareseenasenvironmentallyunfriendlybyour

targetcustomers.We'vechosenoneortwositesinmajorcitiesandputupverylarge

postersonthesideofbuildingsandsmalleronesonbusstopsusedbyuniversityand

collegestudents.

Brian:That'sgood.Anyotherideas?

Robert:Whatifweadvertisedonrockradiostations?Thatwouldreachtheright

audience.Anditwouldn'lbetooexpensive.

Brian:Buttimeisratherlimited.Youcan'thavelongadvertisementsonradio.What's

more,advertisementsonradiocan'tproducevisualeffects.

Robert:WhataboutadvertisingonTV?

Brian:TVcommercialswouldbeverygood.Weneedtocreatestrongvisualeffectsfor

ourproducts.We'dbetteradvertiseatprimetimeandearlyeveningtocatchthelate

teenagersandcollegestudentsbeforetheygooutfortheevening.

Robert:Right!Youmentionedolderproductlines,too.

Brian:That'sright.Wc'vcgotaproblemwithexcessstockonacoupleoflines.

Robert:Soweneed