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1、,Task 1,Work in pairs. Talk about what the following products are.,Approaching Workplace,Back,electric unicycle,bicycle lamp,toaster,motorcycle car,Now discuss the questions below and then report to your class.,1. What are the above products used for?,Task 2,Electric unicycle is the smallest, greene
2、st, 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 different types of delicious bread. A motorcycle car is a kind of fashionable car to ride.,Back,2. Wha
3、t 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 Toaster (多士烤机): about￥500 Motorcycle car: from￥80,000,Back,Electric unicycle: sports shops, motorcycle shops Bicycle lamp: bicycl
4、e shops, sports shops Toaster: supermarkets, house aware shops, electric appliance shops Motorcycle car: motorcycle shops,4. What does the picture 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 p
5、eople to buy it. If the price is too low, there are too many people to buy it.,Back,They inform consumers by advertising.,Workplace Communication,Back,You will hear five statements. Listen to them carefully and match each statement with the corresponding picture.,e,d,c,b,a,Back,Listen to the stateme
6、nts again and decide whether these sentences are “Right” or “Wrong”. 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
7、 Company prices its new sports bicycle at $2900. a. Right. b. Wrong. c. Not mentioned.,Back,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
8、. 5. Coca-Cola launches a lot of new products to boost its sales. a. Right. b. Wrong. c. Not mentioned.,Scripts,Back,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 bo
9、ss,put,a product,price,sell,market,advertise,Back,promote,join,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. 4. Nike sel
10、ls its sportswear products in specialist shops. 5. Pepsi launches a lot of advertising campaigns to boost its sales.,Scripts,Back,Workplace Communication,Listening In,Situation: Jane and Peter are staff in the Marketing Department of a sports drinks company. They are talking about marketing strategi
11、es for a new product.,Listen to the model dialogue and fill in the blanks with what you hear.,Back,Model Dialogue,Jane: Peter, who are the _ of our new products? Peter: EmI think athletes and those who regularly do sports are our _. Jane: Thats right. So, what _ can we use to launch the new products
12、? 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, supermarkets and hypermarkets. Jane: Sounds great!,Listening In,pot
13、ential customers,target customers,marketing tools,some TV commercials,Back,some free samples,Listen to the model dialogue again and check your answers. Then practice the dialogue and try to role-play it with your partner. When you role-play it, you are expected to use the Mind Map below, but do NOT
14、look at the model dialogue.,Speaking Out,Scripts,Back,Back,Jane: Peter, who are the potential customers of our new products? Peter: EmI think athletes and those who regularly do sports are our target customers. Jane: Thats right. So, what marketing tools can we use to launch the new products? Peter:
15、 Good question! Im considering making some TV commercials, sponsoring some sports events and offering some free samples 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, supermarkets and hypermarkets. Jane: Soun
16、ds great!,Scripts,Back,Listen to the dialogue and fill in the missing information on the following Mind Map.,Situation: Anna and Bill are from the Marketing Department in Midea Company. They are talking about the promotion of their new air-conditioners.,Listening In,Back,in-store promotions,Labor Da
17、y,features of the product,prices,TV commercials,Back,Listen to the dialogue again and check your answers. Then role-play it with your partner by using the above Mind Map.,Speaking Out,Back,Scripts,Anna: Hi, Bill! As for our new air-conditioners, what should we put in the catalogue? Bill: Let me see
18、the pictures and features of the product, of course. And 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
19、best time for our promotion? Bill: I think Labor Day and National Day are a good time. Anna: Sounds good.,Scripts,Back,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 b
20、e obtained, taken, or used d) _: 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,Back,Note,Word Tips,Its the time of year when we raise a glass to our family and
21、 to 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,Back,raise v. 举起 available adj. 能得到的 location n. 位置one-off adj. 一次性的 book v. 预订
22、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 in Great Britain.,Back,(The end),Work with your
23、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.,Crate and do all that at a time they want to buy. Then youve got it made!,1,2
24、,Back,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 cheap; or publishing a textbook after the start of the new school year, or selling an item at a price th
25、ats 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 these kinds of mistakes. The marketing mix and the 4Ps of marketing are often used as synonyms for each
26、other. The 4Ps are: Product (or Service) Price Place Promotion,3,4,Back,A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Here are some questions that will help you understand and define each of the four elements: Product What does the customer w
27、ant 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 of the product or service to the buyer? What is the price point where the buyer can afford the product and your company can gai
28、n proper profit from selling it? How will your price compare with your competitors?,5,Back,Place Where do buyers look for your product or service? 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 Whe
29、re 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, or radio, or on billboards? By using direct marketing mailshots? Through public relations? On the Internet?,Back,The 4Ps model is just one of many marketi
30、ng mix lists that have been developed over the years. Amongst the other marketing mix models that have been developed over 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 4
31、Cs (Customer, Cost, Convenience and Communication).,Back,6,10,1. (Para. 1) The definition that 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
32、job involves encouraging people to buy a particular companys products, by deciding the price, type 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),Structure Analysis: “that many mar
33、ketersthe industry” is an attributive clause, modifying the antecedent “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),2. (Para. 2) price it at a level which matches the value they feel they get out
34、 of it Paraphrase: (you need to) set the price 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,Structure Anal
35、ysis: “which matches 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,3. (Para. 3) But if you get just one element wro
36、ng, 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 your firm.
37、 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,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,4. (Para. 3) You could be left promoting a
38、 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 situation of doing sth. 陷入做某事的尴尬境地 fuel-economy: fuel-saving 节省
39、燃料,(To be continued),Back,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,5. (Para. 3) or selling an item at a
40、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. target: 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 spe
41、cifically target young people. 他们的竞选活动主要针对年轻人。,(To be continued),Back,Structure Analysis: “tooto” is a common usage of infinitive “to”. Its often-used construction 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
42、售产品，以至于无法吸引目标顾客。,(The end),Back,6. (Para. 4) The marketing mix and the 4Ps of marketing are often used as synonyms for each other. Paraphrase: 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 langu
43、age 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,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
44、 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. Defining the word “love” can be very difficult. 很难给“爱情”一词下定义。,(To be continued),Back,Structure Analysis: “that you need to ask to define your marketing mix” is an attributive clause, modify
45、ing 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,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 affor
46、d it and at the same time your company can get proper profit from selling it? afford: to have enough money to buy or pay for something 买得起, 付得起 e.g. The apartment is too expensive for me to afford it. 公寓太贵，我负担不起。,(To be continued),Back,Structure Analysis: “where the buyerselling it” is an attributiv
47、e clause, with “where” functioning as a relative adverb. The clause modifies the antecedent “the price point”. e.g. This is the place where I was born twenty years ago. 这正是二十年前我出生的地方。 Translation: 什么是产品价格的平衡点，既让顾客买得起又让你的公司能从销售中获利？,(The end),Back,9. (Para. 5) Where and when can you get across your ma
48、rketing messages to your target market? Paraphrase: By what means and at what time can you send your marketing messages to your target market? get sth. across (to sb.): to make people understand something 使理解，使明白；表达 e.g. He sometimes has trouble getting his meaning across in English. 他有时难以用英语表达自己的意思。 Translation: 你将在何时以何种渠道把你的市场营销信息传递到你的目标市场？,(The end),Back,10. (Para. 6) The 4Ps model is just one of many marketing mix lists that have been developed over the years. Paraphrase: Over the years, many marketing mix models have been developed and the 4Ps model is just one