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1、新境界职业英语综合教程2精华版 课件 unit 1,新境界职业英语综合教程2精华版 课件 unit 1,新境界职业英语综合教程2精华版 课件 unit 1,Task 1,Work in pairs. Talk about what the following products are.,Approaching Workplace,Back,electric unicycle,bicycle lamp,toaster,motorcycle car,新境界职业英语综合教程2精华版 课件 unit 1,Now discuss the questions below and then report t
2、o your class.,1. What are the above products used for?,Task 2,Electric unicycle is the smallest, greenest, most convenient “People Mover”. It is compact and fun to ride. A bicycle lamp is for lighting the roadway, and it is very helpful to the rider who rides at night. A toaster is designed to toast
3、 different types of delicious bread. A motorcycle car is a kind of fashionable car to ride.,Back,新境界职业英语综合教程2精华版 课件 unit 1,2. What price can you guess? Do you think its reasonable or too high for you? 3. Where can you buy these products?,Task 2,Electric unicycle: about￥3000 Bicycle lamp: about ￥100
4、Toaster (多士烤机): about￥500 Motorcycle car: from￥80,000,Back,Electric unicycle: sports shops, motorcycle shops Bicycle lamp: bicycle shops, sports shops Toaster: supermarkets, house aware shops, electric appliance shops Motorcycle car: motorcycle shops,新境界职业英语综合教程2精华版 课件 unit 1,4. What does the pictur
5、e in the center tell us? 5. How does a manufacturer communicate a new product to consumers?,Task 2,If the price of a product is too high, there are fewer people to buy it. If the price is too low, there are too many people to buy it.,Back,They inform consumers by advertising.,新境界职业英语综合教程2精华版 课件 unit
6、 1,Workplace Communication,Back,新境界职业英语综合教程2精华版 课件 unit 1,You will hear five statements. Listen to them carefully and match each statement with the corresponding picture.,e,d,c,b,a,Back,新境界职业英语综合教程2精华版 课件 unit 1,Listen to the statements again and decide whether these sentences are “Right” or “Wrong”
7、. If there is not enough information to choose “Right” or “Wrong”, choose “Not mentioned”.,1. Volkswagen created a new model of hybrid car that can use either petrol or electricity. a. Right. b. Wrong. c. Not mentioned. 2. Alfa Romeo Company prices its new sports bicycle at $2900. a. Right. b. Wrong
8、. c. Not mentioned.,Back,新境界职业英语综合教程2精华版 课件 unit 1,3. Siemens runs a promotion on its washing machine offering 30 cashback. a. Right. b. Wrong. c. Not mentioned. 4. Adidas sells its sportswear products in specialist shops. a. Right. b. Wrong. c. Not mentioned. 5. Coca-Cola launches a lot of new prod
9、ucts to boost its sales. a. Right. b. Wrong. c. Not mentioned.,Scripts,Back,新境界职业英语综合教程2精华版 课件 unit 1,Use the Right Word,Here are two groups of words frequently used in marketing. In each group, delete one word which does not go with the one in the circle.,a promotion,make,have,the boss,put,a produc
10、t,price,sell,market,advertise,Back,promote,join,新境界职业英语综合教程2精华版 课件 unit 1,1. Volkswagen created a new model of hybrid car that can use either petrol or electricity. 2. Alfa Romeo Company prices its new sports bicycle at $2900. 3. Siemens runs a promotion on its washing machine offering 30 cashback.
11、4. Nike sells its sportswear products in specialist shops. 5. Pepsi launches a lot of advertising campaigns to boost its sales.,Scripts,Back,Workplace Communication,新境界职业英语综合教程2精华版 课件 unit 1,Listening In,Situation: Jane and Peter are staff in the Marketing Department of a sports drinks company. They
12、 are talking about marketing strategies for a new product.,Listen to the model dialogue and fill in the blanks with what you hear.,Back,新境界职业英语综合教程2精华版 课件 unit 1,Model Dialogue,Jane: Peter, who are the _ of our new products? Peter: EmI think athletes and those who regularly do sports are our _. Jane
13、: Thats right. So, what _ can we use to launch the new products? Peter: Good question! Im considering making _, sponsoring some sports events and offering _ in some big stores. Jane: Good idea! Well, where are we going to sell our products? Peter: I think our main sales channels will be stores, supe
14、rmarkets and hypermarkets. Jane: Sounds great!,Listening In,potential customers,target customers,marketing tools,some TV commercials,Back,some free samples,新境界职业英语综合教程2精华版 课件 unit 1,Listen to the model dialogue again and check your answers. Then practice the dialogue and try to role-play it with you
15、r partner. When you role-play it, you are expected to use the Mind Map below, but do NOT look at the model dialogue.,Speaking Out,Scripts,Back,新境界职业英语综合教程2精华版 课件 unit 1,Back,新境界职业英语综合教程2精华版 课件 unit 1,Jane: Peter, who are the potential customers of our new products? Peter: EmI think athletes and thos
16、e who regularly do sports are our target customers. Jane: Thats right. So, what marketing tools can we use to launch the new products? Peter: Good question! Im considering making some TV commercials, sponsoring some sports events and offering some free samples in some big stores. Jane: Good idea! We
17、ll, where are we going to sell our products? Peter: I think our main sales channels will be stores, supermarkets and hypermarkets. Jane: Sounds great!,Scripts,Back,新境界职业英语综合教程2精华版 课件 unit 1,Listen to the dialogue and fill in the missing information on the following Mind Map.,Situation: Anna and Bill
18、 are from the Marketing Department in Midea Company. They are talking about the promotion of their new air-conditioners.,Listening In,Back,新境界职业英语综合教程2精华版 课件 unit 1,in-store promotions,Labor Day,features of the product,prices,TV commercials,Back,新境界职业英语综合教程2精华版 课件 unit 1,Listen to the dialogue again
19、 and check your answers. Then role-play it with your partner by using the above Mind Map.,Speaking Out,Back,Scripts,新境界职业英语综合教程2精华版 课件 unit 1,Anna: Hi, Bill! As for our new air-conditioners, what should we put in the catalogue? Bill: Let me see the pictures and features of the product, of course. An
20、d warranty and prices are also necessary. Anna: Ok. Well, what do we need to do for this promotion? Bill: EmFor this promotion, I think TV commercials and in-store promotions will help. Anna: Yeah, I agree with you. So, when do you think is the best time for our promotion? Bill: I think Labor Day an
21、d National Day are a good time. Anna: Sounds good.,Scripts,Back,新境界职业英语综合教程2精华版 课件 unit 1,Task 1,Read the following Mini Text and find the word or expression that matches the context meaning given.,a) _: a place or a position of something b) _: only, just c) _: able to be obtained, taken, or used d)
22、 _: done, occurring, or made only once e) _: to make a reservation f ) _: to lift something from a lower to a higher position,location,exclusively,available,one-off,book,raise,Mini Text,Back,新境界职业英语综合教程2精华版 课件 unit 1,Back,Note,Word Tips,Its the time of year when we raise a glass to our family and to
23、 our friends. To our pasts and to our futures. Its the time of year when we raise a glass to our dreams and to our hopes. In short, its the time of year when theres a lot of pressure on a glass.,Background Information,新境界职业英语综合教程2精华版 课件 unit 1,Back,新境界职业英语综合教程2精华版 课件 unit 1,raise v. 举起 available adj
24、. 能得到的 location n. 位置one-off adj. 一次性的 book v. 预订exclusively adv. 仅仅,Back,Word Tips,Crate Malaga (马拉加) is a city in Spain; Barcelona(巴塞罗那)is a city in Spain; London Bridge (伦敦桥) is a bridge over the River Thames, connecting the City of London and Southwark, in central London; Glasgo (格拉斯哥) is a city
25、 in Great Britain.,Back,(The end),新境界职业英语综合教程2精华版 课件 unit 1,Work with your partner and answer the following questions according to the Mini Text.,Task 2,Pair Work,1. What does the first picture advertise? 2. Who is the manufacturer of the product in the first advertisement?,It advertises glasses.,Cr
26、ate and do all that at a time they want to buy. Then youve got it made!,1,2,Back,新境界职业英语综合教程2精华版 课件 unit 1,Theres a lot of truth in this idea. But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel-economy in a country where fuel is very che
27、ap; or publishing a textbook after the start of the new school year, or selling an item at a price thats too high or too low to attract the people youre targeting. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid the
28、se kinds of mistakes. The marketing mix and the 4Ps of marketing are often used as synonyms for each other. The 4Ps are: Product (or Service) Price Place Promotion,3,4,Back,新境界职业英语综合教程2精华版 课件 unit 1,A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mi
29、x. Here are some questions that will help you understand and define each of the four elements: Product What does the customer want from the product or service? What needs does it satisfy? What features does it have to meet these needs? How and where will the customer use it? Price What is the value
30、of the product or service to the buyer? What is the price point where the buyer can afford the product and your company can gain proper profit from selling it? How will your price compare with your competitors?,5,Back,新境界职业英语综合教程2精华版 课件 unit 1,Place Where do buyers look for your product or service?
31、If they look in a store, what kind? In a specialist store or in a supermarket, or both? How can you access the right distribution channels? Promotion Where and when can you get across your marketing messages to your target market? Will you reach your audience by advertising in the press, or on TV, o
32、r radio, or on billboards? By using direct marketing mailshots? Through public relations? On the Internet?,Back,新境界职业英语综合教程2精华版 课件 unit 1,The 4Ps model is just one of many marketing mix lists that have been developed over the years. Amongst the other marketing mix models that have been developed ove
33、r the years is Boom and Bitners 7Ps (sometimes called the extended marketing mix, which include the first 4Ps, plus people, processes and physical layout) and Robert Lauterborns 4Cs (Customer, Cost, Convenience and Communication).,Back,6,10,新境界职业英语综合教程2精华版 课件 unit 1,1. (Para. 1) The definition that
34、many marketers learn as they start out in the industry is Paraphrase: When many marketers begin to work in the industry of marketing, they understand the definition of marketing is marketer: someone whose job involves encouraging people to buy a particular companys products, by deciding the price, t
35、ype of customer, and advertising policy 市场营销人员；营销商 e.g. Mike is a global manufacturer and marketer of differentiated chemicals. 迈克是精细化学品的全球制造商及营销商。,Back,(To be continued),新境界职业英语综合教程2精华版 课件 unit 1,Structure Analysis: “that many marketersthe industry” is an attributive clause, modifying the anteceden
36、t “definition”. e.g. The shirt that Peter bought yesterday afternoon is very expensive. 皮特昨天买的那件衬衫很贵。 Translation: 许多市场营销人员刚进入该行业熟知的定义就是,Back,(The end),新境界职业英语综合教程2精华版 课件 unit 1,2. (Para. 2) price it at a level which matches the value they feel they get out of it Paraphrase: (you need to) set the pr
37、ice of a product at a level where the customers feel the product is good for value. price: v. to determine the price of sth. 定价，标价 e.g. The assistant priced the garments before putting them on display. 营业员先给服装标好价格再摆出来卖。,(To be continued),Back,新境界职业英语综合教程2精华版 课件 unit 1,Structure Analysis: “which matc
38、hes the value” is an attributive clause, modifying the antecedent “level”; and “they feel they get out of it” is also an attributive clause, modifying the antecedent “value”. Translation: 把这个产品价格定位在消费者认为他们能够从中获得相匹配的价值水平,(The end),Back,新境界职业英语综合教程2精华版 课件 unit 1,3. (Para. 3) But if you get just one el
39、ement wrong, it can spell disaster. Paraphrase: But if you make a mistake for any of the four elements of the 4Ps, it can bring about disaster. spell: to expect esp. disaster, danger or trouble 带来（尤指灾难，危险等） e.g. If your prospect customers lose interest in your new product, it may spell disaster to y
40、our firm. 如果你的潜在客户对你新产品失去了兴趣，那么这可能会给你的企业带来灾难。,(To be continued),Back,新境界职业英语综合教程2精华版 课件 unit 1,Structure Analysis: “if youwrong” is an adverbial clause of condition. e.g. If it is fine tomorrow, well go to have a picnic. 如果明天天气好，我们会去野炊。 Translation: 然而，即使你只是把其中一个因素弄错了，那也会带来灾难。,(The end),Back,新境界职业英语
41、综合教程2精华版 课件 unit 1,4. (Para. 3) You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap; Paraphrase: You would be put in an awkward situation in which you promote a fuel-saving car in a country where fuel is very cheap. be left doing sth.: be put in a bad si
42、tuation of doing sth. 陷入做某事的尴尬境地 fuel-economy: fuel-saving 节省燃料,(To be continued),Back,新境界职业英语综合教程2精华版 课件 unit 1,Structure Analysis: “where fuel is very cheap” is an attributive clause, modifying “country”. e.g. This is the cinema where I met him for the first time. 这就是我初次遇见他的电影院。 Translation: 你可能被置
43、于这样的境地：在一个燃料很便宜的国家推销一种能惊人地节约燃料的汽车；,(The end),Back,新境界职业英语综合教程2精华版 课件 unit 1,5. (Para. 3) or selling an item at a price thats too high or too low to attract the people youre targeting. Paraphrase: or selling a product at a too high or too low price so that it cannot attract your target customers. tar
44、get: to try to have an effect on a particular group of people or a particular area 把作为目标 e.g. Their campaigns specifically target young people. 他们的竞选活动主要针对年轻人。,(To be continued),Back,新境界职业英语综合教程2精华版 课件 unit 1,Structure Analysis: “tooto” is a common usage of infinitive “to”. Its often-used constructi
45、on is “too + adj. / adv. + to do”. e.g. Lisa was too tired to concentrate on this task. 丽莎太疲惫了以至于没法集中精力来做这项工作。 Translation: 或者是以一种过高或过低的价格销售产品，以至于无法吸引目标顾客。,(The end),Back,新境界职业英语综合教程2精华版 课件 unit 1,6. (Para. 4) The marketing mix and the 4Ps of marketing are often used as synonyms for each other. Para
46、phrase: The marketing mix and the 4Ps of marketing are often considered to be the same thing. synonym: a word with the same meaning as another word in the same language 同义词，近义词 e.g. Dont mix up this pair of synonyms. 别把这组近义词混淆了。 Translation: 市场营销组合和4Ps常常被看作是同义词。,(The end),Back,新境界职业英语综合教程2精华版 课件 uni
47、t 1,7. (Para. 5) A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Paraphrase: A good method to understand the 4Ps is by asking questions that help explain the marketing mix. define: to describe clearly and exactly what something is 准确描述；给下定义 e.g
48、. Defining the word “love” can be very difficult. 很难给“爱情”一词下定义。,(To be continued),Back,新境界职业英语综合教程2精华版 课件 unit 1,Structure Analysis: “that you need to ask to define your marketing mix” is an attributive clause, modifying the antecedent “questions”. Translation: 理解4P的一种好方法就是通过提问来定义市场营销组合。,(The end),Back,新境界职业英语综合教程2精华版 课件 unit 1,8. (Para. 5) What is the price point where the buyer can afford the product and your company can gain proper profit from selling it? Paraphrase: What is the right price of your product at which the buyer can afford it and at the same time your comp