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1、Unit 1 Market Survey and Analysis,市场营销英语 English for Sales and Marketing,- 2 -,2019/6/30,Contents,Warming-up,Reading A,Listening,Reading B,Writing,Project,Vocabulary and Structure,Speaking,- 3 -,2019/6/30,Warming-up Activity,- 4 -,2019/6/30,Warming-up: Task 1,1. c 2. a 3. e 4. b 5. d 6. f,- 5 -,2019
2、/6/30,Warming-up: Task 2,1. D 2. B 3. C 4. A,- 6 -,2019/6/30,Reading Activity A,For background information, click HERE.,Reading A,Tier Tale: How Marketers Classify Cities in China Unilevers Lipton Milk Tea is a rare success story in China for marketers trying to move beyond the three first-tier citi
3、es: Beijing, Shanghai and Guangzhou which are home to Chinas most well-heeled consumers. Unilever has done a great job with Lipton, especially in terms of classifying cities in China. When marketers enter China, they typically evaluate the countrys cities, giving each locale a tier designationmost a
4、dvertisers use a four- or five-tier system, although one marketer actually has ten classification levels. A city is assigned to a tier based on the size, purchasing habits, disposable income of its population and so on.,- 7 -,2019/6/30,声音,翻译,Reading A,Tier one is reserved for Beijing, Shanghai, Guan
5、gzhou and sometimes Shenzhen. Tier two has about 30 cities, mostly provincial capitals that have a population of more than 5 million people. Tier three has about 150 county capitals, each of which has more than 1 million people. Tier four covers thousands of towns ranging in size from 100,000 to 1 m
6、illion people, and tier five includes Chinas smallest towns and villages. Even within this general framework, marketers segment China in different ways. Anta, one of Chinas leading sportswear brands, segments the country into 10 tiers for its retail outlets based on the price of real estate in each
7、town. So Dalian, a seaside resort, ranks as a first-tier city for Anta but would be considered to be the second tier by most marketers.,- 8 -,2019/6/30,翻译,Reading A,So we can see that the classification of cities varies depending on a companys products and goals. Everyone has a different understandi
8、ng of the tiers and there are often great rewards to be gained in lower-tier cities. Lenovo, for instance, is wrapping up a year-long road show that visited 1,000 fourth- and fifth-tier cities and towns. Those areas accounted for much of the companys double-digit growth in China during the past year
9、, despite ongoing price wars with local rivals. Consumers in cities such as Hangzhou, Shenzhen and Dongguan often have greater spending power than Shanghainese or Beijingers because of their lower cost of living. While that trend lets luxury marketers like Louis Vuitton open profitable shops in a do
10、zen second-tier cities, smaller cities remain an enormous challenge for mass-market brands.,- 9 -,2019/6/30,翻译,- 10 -,2019/6/30,Reading A: Task 1,Before reading the passage, discuss with your partners what are the criteria used by a marketer to classify cities in China.,Population, purchasing power,
11、 disposable income, the price of real estate, purchasing habits, transportation, economic growth, economic output, geography, etc.,- 11 -,2019/6/30,Reading A: Task 2,Because Lipton Milk Tea moved beyond the first-tire cities. They often evaluate cities and assign them to different tiers according to
12、 such criteria as size, purchasing habits and disposable income of population. Four. Beijing, Shanghai, Guangzhou and sometimes Shenzhen. Because their companies may have different products and goals. Because there are great rewards to be gained in those areas.,- 12 -,2019/6/30,Reading A: Task 3,1.
13、F 2. F 3. F 4. F 5. F,- 13 -,2019/6/30,Reading A: Task 4,(Open answer),- 14 -,2019/6/30,Listening Activities,- 15 -,2019/6/30,Listening task 1,1. B 2. A 3. C 4. C,- 16 -,2019/6/30,Listening task 2,Two years. Its particularly suitable for washing woolen and silk garments. She likes very much. She thi
14、nks its amazing. The price. Because its a bit expensive.,- 17 -,2019/6/30,Listening task 3,1. F 2. F 3. T 4. F 5. F,- 18 -,2019/6/30,Listening task 4,market survey,feedback,prepared to try it.,potential,shelf space,- 19 -,2019/6/30,Listening task 5,1. distribution 2. feasible 3. thorough 4. spelling
15、,- 20 -,2019/6/30,Speaking Activities,- 21 -,2019/6/30,Speaking task 1,A: I wonder if you could help me with this problem. B: Yes, certainly. A: Thanks. That would be a great help for me.,- 22 -,2019/6/30,Speaking task 2,Sample A: What kind of clothes do you usually like to buy? B: I like to buy jea
16、ns because they are never out of fashion. A: What brands do you usually choose? B: Well, I usually choose Kappa and Nike.,- 23 -,2019/6/30,Speaking task 3,Good morning, everybody. The purpose of this survey is to identify students clothes buying habits. 40 students were questioned about the brand, s
17、tyle, material and price they would take into account when buying clothing. 30 students responded that they would choose no-brand clothes due to their comparatively lower price, and the rest 10 would choose some famous brands. 25 students prefer cotton leisure clothes. One reason is that cotton clot
18、hes are comfortable; another reason is that they are cheap. When asked the price, 38 students expressed that they would choose affordable clothes. The survey results indicate that price is the key factor influencing students clothes buying behavior. Leisure clothes are most students favorite.,- 24 -
19、,2019/6/30,Speaking task 4,Sample 1 A: Youve done a great job! B: Really? Im so glad you think so. A: Im very pleased with your work. B: Thank you very much. Sample 2 A: I am really disappointed by your lack of effort on this project. B: Im terribly sorry. I was in poor health during that period. A:
20、 Oh, but next time you need to be more focused.,- 25 -,2019/6/30,Reading Activity B,Reading B,Questionnaire on Food Purchase This questionnaire aims to measure peoples consumption habits as well as the factors that can influence peoples purchasing decisions for functional food products. All informat
21、ion in the questionnaire will be treated with the strictest confidentiality and we guarantee no information will be revealed that could link a particular respondent to this research. The questionnaire is divided into three sections. The first section asks questions about the respondents background,
22、the second section is about peoples consumption habits, and the third section asks questions about different influential factors for consumers purchasing decisions. There is no “right” or “wrong” answer to the questions in this survey. Please take as much time as you need to complete the questions.,
23、- 26 -,2019/6/30,translation,Reading B,Section I: Respondents background information 1. Gender Male Female 2. Age group Less than 18 2530 3640 45+ 1824 3135 4145 3. Education level High school or below Undergraduate PhD College Postgraduate 4. Income per month (RMB) 1,000 or less 2,0013,000 4,0015,0
24、00 1,0012,000 3,0014,000 5,001 or above,- 27 -,2019/6/30,translation,Reading B,Section II: Purchasing habits & attitudes 5. Frequency of functional foods purchasing Once per week Once per month Once per half year Once in 15 days Once in three months Once per year or more 6. Average spending on funct
25、ional foods per month (RMB) 1,001 or above 601800 201400 100 or below 8011,000 401600 101200 7. Sources of information about the functional foods Magazines TV Reference group Internet Word of mouth Others Section III: Factors affecting peoples purchasing decisions Taste Organic ingredients Specific
26、need Promotion Price Source of nutrients Health benefits Brand,- 28 -,2019/6/30,translation,- 29 -,2019/6/30,Reading B: Task 1,Suppose you are a respondent of the survey. Complete the questionnaire as directed. (Open answer),- 30 -,2019/6/30,Reading B: Task 2,1.d 2. i 3. a 4. b 5. c 6. j 7. e 8. f 9
27、. g 10. h,- 31 -,2019/6/30,Reading B: Task 3,市场分析有两种不同的表现形式。第一种形式是投资者用以进行市场研究，确定市场走势，以做投资决策的方法。第二种形式是营销商分析目标客户市场并确定增加销售额、提高收益率的最佳方案的范围。,- 32 -,2019/6/30,Writing,The bar chart indicates that different channels for Chinese people to get to know cosmetics. As can be seen from the chart, 84% respondents
28、 get to know cosmetics from ads on TV, Internet, newspaper and magazines. This reveals that ads are still the most effective way to promote products. While the traditional media, namely, print media and audiovisual media, have remained a big part in peoples daily life, the Internet is becoming a maj
29、or channel people get to know new products. In addition, word of mouth is also a great marketing tool. In brief, advertising still plays a very important role in product promotion, thus manufacturers should focus on both the traditional and new media to advertise their products.,- 33 -,2019/6/30,Pro
30、ject,This project enables Ss to go through the whole process of market research. In order to complete it successfully, Ss should use the knowledge and skills theyve learned from previous activities. The task requires them to gather information on a certain product they would like to analyze. They ne
31、ed to carry out a market research by handing out questionnaires to their classmates. With a full analysis of customer needs, Ss can summarize the survey results and form a complete idea of their product by writing an analysis report on it.,- 34 -,2019/6/30,Vocabulary and Structure,- 35 -,2019/6/30,V
32、ocabulary & Structure: Task 1,1. outlet 2. enormous 3. well-heeled 4. resort 5. luxury 6. guarantee 7. rival 8. segment 9. tier 10. retail,- 36 -,2019/6/30,Vocabulary & Structure: Task 2,typically,digital,designation,confidentiality,respondents,provincial,disposable,guaranteed,revelations,evaluation
33、,- 37 -,2019/6/30,Vocabulary & Structure: Task 3,wrap up,well-heeled,locale,ranging from,account for,enormous,rival,segment,On average,in terms of,- 38 -,2019/6/30,Vocabulary & Structure: Task 4,refused to reveal the contents of the letter.,are through traditional retail outlets.,in terms of both qu
34、antity and quality.,Id like to quickly wrap up this meeting,cant guarantee that the trains can arrive on time in foggy weather.,- 39 -,2019/6/30,Reading A Background,Tier system In China, major cities can be divided into tiers based on a number of factors, including population, disposable income, ge
35、ography, infrastructure, and historical and cultural significance. There is no official government classification of these tiers. One marketers second tier may be anothers third, and vice versa.,back,- 40 -,2019/6/30,Reading A Translation,分级故事：营销商如何划分中国城市等级 许多营销商正在努力将业务扩展到除中国三个富人聚集的一线城市北京、上海、广州以外的其他
36、地方。联合利华旗下的立顿奶茶成为此举中为数不多的成功者。 联合利华的立顿奶茶做得非常出色，尤其在中国城市划分方面更为突出。进入中国市场前，营销商通常都会对中国的城市进行评估，并划分级别。广告商大都将中国城市划分为4或5个等级，而营销商则将其划分为10个等级。一个城市划分到哪个等级取决于该城市人口的数量、购买力和可支配收入等因素。,- 41 -,2019/6/30,Reading A Translation,分级故事：营销商如何划分中国城市等级 一线城市包括北京、上海、广州，有时还包括深圳。二线城市30个左右，主要是人口超过500万的省会城市。三线城市150个左右，是人口在100万以上的县城。四
37、线城市包括数千个城镇，人口从10万到100万不等。五线城市则包括了中国最小的城镇和村庄。 即便在这样一个整体框架之下，营销商对中国的市场细分方式还是有所差别。作为中国主要运动品牌之一的安踏，根据各城镇的不动产价格将全国划分为10个等级，为其设立零售店提供依据。因此海滨旅游胜地大连因其高房价被安踏划为一线城市，而大多数营销商则将其划为二线城市。,- 42 -,2019/6/30,Reading A Translation,分级故事：营销商如何划分中国城市等级 由此我们可以看出，城市的等级划分方式因公司产品及目标的不同而有所差异，各公司对等级有着不同的理解。在一些级别较低的城市，经常也有丰厚的利润
38、回报。例如，联想即将结束其长达一年、覆盖1000多个四、五线城市的巡回宣传活动。虽然联想与当地同行的价格战仍在持续，但这些地区的经济回报对联想去年在中国实现两位数的增长功不可没。 杭州、深圳、东莞等城市的消费者，由于其生活成本低于上海、北京的消费者，因此，其购买力也相对较强。尽管这一趋势让一些奢侈品牌，如路易威登，在一些二线城市有利可图，但大众品牌若要在小城市盈利仍存在巨大的挑战。,- 43 -,2019/6/30,Listening task 1 Script,Simon: Good morning, madam. I am Simon Brown from Alcon. Im doing
39、a market survey on laundry detergents. I wonder if you would mind answering a few questions. Housewife: Do come in. What information do you want, Simon? Simon: Id like to know which brands of laundry detergent you usually use. Housewife: I usually buy brands like Cheer, Persil, Tide and Oh, I cant r
40、emember. Simon: But dont you have a preference for any particular brand? Housewife: Not really. Im usually in a hurry and just pick up whatever is at hand so long as I recognize the brand. Simon: So that means you buy whichever brands the supermarket chooses to supply? Housewife: Yes. Simon: Have yo
41、u bought the brand Miracle? Housewife: Sorry, I havent heard of it. Simon: Maybe you could try it next time. Housewife: Yes, I will if I see it.,- 44 -,2019/6/30,Listening task 2 Script,Simon: Good morning, madam. I am Simon Brown from Alcon. Housewife: Yes? Simon: I am conducting a market survey. I
42、 wonder whether you could give me some information about the brands of laundry detergents that you use. Housewife: Sure, please come in. Simon: Have you ever used the brand Miracle? Housewife: Yes, in fact Ive been using it for the last two years. Simon: Wow, you are a loyal consumer. What do you li
43、ke about it? Housewife: Well, apparently it doesnt damage protein-based fibers so its particularly suitable for washing woolen and silk garments. Simon: Yes, what else? Housewife: The scent. Miracle smells amazing. Even a week or so after washing, the clothes still smell fresh. Simon: Thank you. It
44、is good to know we have such a happy customer. Id better ask though, is there anything that youre not pleased with? Housewife: Only the price. Its a bit expensive! Simon: I see, but of course it is very good quality. Well, thank you for your time. Housewife: My pleasure.,- 45 -,2019/6/30,Listening t
45、ask 3 Script,Simon: Good afternoon. I am Simon Brown from Alcon. Could you help me to do a market survey on laundry detergents? Housewife: OK. Do I have to fill in a questionnaire? Simon: Not exactly. Im taking notes on consumers experiences with various brands. Actually our company makes Miracle. H
46、ave you heard of it? Housewife: Yes, I have. Simon: Have you used it? Housewife: No, not yet. Simon: Then what brand are you using now? Housewife: I use MG. Simon: Why do you choose MG? Housewife: My friend had recommended it to me. Then, one day I was given a sample while shopping. I tried it and f
47、ound it works well. It removes most stains and cleans effectively. And, its not too expensive. Simon: Is it powder or liquid? Housewife: Powder. MG doesnt come in a liquid form. Simon: Well, madam, maybe you could try Miracle. We provide both powder and liquid detergents. Both of them function very
48、well. They can even remove tough grease. Housewife: Thats good. Do you have a sample for me to try? Simon: Sorry, I havent brought any samples today. But Ill send you some tomorrow morning. Housewife: Great. Thank you very much. Simon: Youre welcome.,- 46 -,2019/6/30,Listening task 4 Script,Alice: Good morning, Simon. Did you complete your part of the market survey yesterday? Simon: Yes. I visited 137 houses in my area. Alice: What was the feedback? What do they think of our product? Simon: Less than one third of the cons