体验商务英语第二册Unit 7 Marketing.ppt

1、Quotation,Akio Morita (1921 1999) Co-founder of Sony,“Communication is the most important form of marketing.”,A,The four Ps form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the Ps 1 to 4 to the definitions a) to b),1 Product 2 P

2、rice 3 Promotion 4 Place,a) the cost to the buyer of goods or services b) informing customers about products and persuading them to buy them c) where goods or services are available d) goods or services that are sold,B,Listen to four consumers talking about different products. Decide which of the fo

3、ur Ps each speaker is discussing: product, price, promotion or place.,Speaker 1: Speaker 2:,Speaker 3: Speaker 4:,Place,Promotion,Price,Product,C,What influences you most when you are doing shopping? Why?,Product,Price,Promotion,Place,D,Tell your partner about a marketing slogan that impressed you.,

4、A,For each group of words 1 to 5: Fill in the missing vowels. Match the words to the definitions a) to c).,research,segment,share,behavior,profile,goods,launch,Life cycle,range,forecast,figures,target,campaign,budget,agency,B,Choose a well-known product for each of these product categories.,Cars,New

5、spaper & magazine,Watches,& jewelry,Clothing,A,Listen to the first part of the interview and complete the chart.,Successful marketing,Good creative _,Good marketing communications,Customer orientation,Reaching the right _,Clear marketing _,Working well with _,What customers _ _ they want it At the r

6、ight _ In a way thats _,Producing:,campaign,people,message,sales team,need,when,price,profitable,B,Listen to the second part of the interview and answer the following questions.,1 Which campaign was most memorable for Mirjana? 2 Why did she find it memorable? 3 What was the fantastic strap line (slo

7、gan)? 4 What other strap lines do you know?,Orange mobile phones,She thinks mobile communications are interesting and that it was a great campaign with a fantastic slogan.,The futures bright, the futures orange.,C,Listen to the last part of the interview and answer the following questions.,1 What ty

8、pe of company was involved? 2 What was the promise? 3 Why did it appear successful at first? 4 Why did they end the campaign?,An electrical goods manufacturer.,They promised customers free flights with purchases of certain value.,Because sales went up at first.,They couldnt keep up with the demand a

9、nd had overspent on prizes.,The campaign was badly _, badly _ and it resulted in a lot of negative _ for the company.,D,planned,budgeted,publicity,Complete this extract from the interview.,A,Before you read the article, answer these questions.,1 Which of the following companies do you associate with

10、 Italy?,2 What qualities do you associate with Italian products?,Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello and Modena, Italy. Founded by Enzo Ferrari in 1929, the company manufactured race cars before moving into production of street legal vehicles in 1947 as Ferrari S.

11、p.A. Ferraris cars are among the most desirable of vehicles to own and drive, and are one of the symbols of wealth in the world. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has largely enjoyed great success, especi

12、ally during the 1950s, 1960s, 1970s, late 1990s, and 2000s. Finally, after years of financial struggles, Enzo Ferrari sold the companys sports car division to the Fiat group in 1969. Enzo Ferrari himself retained control of the racing division until his death in 1988 at the age of 90. Ferrari also h

13、as an internally managed a wide range of products bearing the Ferrari brand, including eyewear, pens, pencils, perfume, clothing, high-tech bicycles, cell phones, and even laptop computers.,B,Scan the article and answer these questions.,1 Which are the biggest markets/countries for these products?,F

14、erraris c) leather goods Rolex watches d) Hennessy cognac,2 What do these numbers in the article refer to? a)1993 b) 220 c) 1997 d) 2.7,the year that Ferrari created its Marketing Department.,the number of Ferraris sold in Switzerland,the year when 220 Ferraris were sold in Switzerland.,the percenta

15、ge of Ferraris sold to women,C,Read the article more carefully and answer the following questions.,1 What was unusual about Ferraris marketing until 1993,It didnt have a marketing department people seeing Ferraris in the street was enough.,2 What two things does the author recommend that companies s

16、hould do?,- Produce goods of the highest quality, because people are buying goods on the basis of desire rather than need. Give your brand emotional qualities that match customers desires, thus creating and selling dreams.,D,Group discussion,What qualities do you associate with cars from the followi

17、ng manufacturers?,Customers are now spending more money on products they desire rather than on products they simply need.,What do you think is the difference between a need and a desire? Give some examples.,There are many types of questions in English. The easiest are questions that can be answered

18、yes or no.,To form a question from a statement, first count the number of verbs.,If there is one verb in the statement and the verb is a form of be, simply switch the positions of the subject and verb.,If there are two or three verbs, simply switch the positions of the subject and first verb.,If the

19、re is one verb, and the verb is not a form of be, 1. Add Do to the beginning of the sentence.,2. If the main verb carries a third person singular s, move the s to Do, making it Does.,3. If the main verb carries past tense, move the past tense to Do, making it Did.,Wh- Questions allow a speaker to fi

20、nd out more information about topics. They are as follows:,A,Correct the grammatical mistakes in these sentences.,1 What means market niche? What does market niche mean? 2 How much it cost? 3 Why you dont sell it? 4 When it must be finished? 5 Did you went to the fair last week? 6 Is coming your bos

21、s tomorrow?,How much does it cost?,Why dont you sell it?,When must it be finished?,Did you go to the fair last week?,Is your boss coming tomorrow?,B,Write the words in the questions in the correct order.,1 Which group do you belong to? 2 How old are you? 3 Which wines do you prefer? 4 How often do y

22、ou drink wine? 5 How much do you usually spend on a bottle of wine? 6 Do you have a personal wine cellar at home? 7 How many bottles of wine have you selected during the last year? 8 Which wine growing areas do you know? 9 Do you take various growing areas into account when selecting wine? 10 Which

23、taste do you prefer?,Dear Mr. Paz-Andrade We are conducting a consumer survey on international wines. We place great value on your personal opinion and, therefore, request your support.,QUESTION,They do their homework at night. (when) Mr. Robertson came to the party alone. (who) The car is across th

24、e street from the house. (where) I like the red blouse, not the blue one. (which) She felt better after she took a nap. (how) My sister called her boyfriend yesterday (when) She talked to him for an hour. (how long) He studies piano at the university. (what) The party lasted all night. (how long) Sh

25、e was eating a sandwich. (what),She is working hard. (how) My parents have two cars. (how many) The man with the white hat is my brother. (who) I dont get up early because I like to sleep late. (why) We have an English class every day. (how often) They like to dance on weekends. (what) The club is n

26、ot far from their house. (where) Their favorite kind of music is Latin Jazz. (what) I didnt bring my dictionary today. (why) They are singing popular songs. (what kind),Work in pairs. Make the following statements into questions with the given question words.,A,Listen to four people giving their tel

27、ephone numbers. Tick the correct numbers.,1. 244252 2. 881990 3. 020 8045 1930 4. 0033 2399 0324,B,Work in pairs and dictate telephone numbers to each other.,C,Work in pairs. Say the alphabet in English. Check each others pronunciation. Then listen to the recording of the alphabet.,E,Listen to the f

28、irst part of the conversation and answer the questions.,1 Did they meet their sales target? 2 How has their market share changed? 3 What were their total sales? 4 How much did they spend on shampoo advertising?,Yes, they did.,Their market share has increased by 2%.,Their total sales were over 1.2 mi

29、llion.,They spent 30,000 on shampoo advertising.,F,Listen to the second part of the conversation and complete the chart.,Young Joo Chan,Korean,82 2 0735 8879,Friday, 18th,G,Listen to the conversation again and tick the phrases you have heard.,Useful language,Background,Hamilton Food and Drink Produc

30、ts,USA,Kristal water,A spring deep under the rocks in Alaska,-the purest water in the world with few minerals -nothing is added to change its taste,People who want to have a healthy lifestyle,Product launch,California, US,Health magazines,There is no purer drink in the world.,1-litre clear glass bottle,$3,Delicatessens & health food shops,The product launch was a failure. Sales were 60% below f