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, greenes
2、t, 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. What pr
3、ice 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: bicycle sho
4、ps, 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 people
5、 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 statements a
6、gain 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 Compan
7、y 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.5. Coca-
8、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 boss,put,a pr
9、oduct,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 sells its spor
10、tswear 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 strategies for a ne
11、w 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? Peter: Go
12、od 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,potential cust
13、omers,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 look at the
14、 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: Good quest
15、ion! 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: Sounds great!,S
16、cripts,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 Day,features
17、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 the picture
18、s 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 best time f
19、or 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 be obtained,
20、 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 ourfamily and to our frie
21、nds. To our pasts and to ourfutures. 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 exclusively
22、 adv. 仅仅,Back,Word Tips,Crate & Barrel: a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture and home accessories 拥有170多家分店的美国零售连锁店，专营家居用品,Note,Translation of Mini Text,一年中有这样一个时刻： 在这个时刻, 我们向家人和朋友们举杯； 我们向过去与未来举杯； 我们向梦想与希望举杯。 总之，我们把所有的重托都寄
23、予这只杯。,Back,Back,梅赛德斯.奔驰汽车 目前已开通以下地区的租赁服务,日租价： 从尼斯出发9英镑/天 从西班牙马拉加出发12英镑/天 从巴塞罗那出发 12英镑/天 从伦敦塔桥出发 14英镑/天 从格拉斯高出发 9英镑/天 另加一次性5英镑的准备费,即将开通更多的租车点！ 现在就上网预订吧！,easyR,1. Crate & Barrel (founded in 1962) is a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares
24、, furniture (indoor and out), and home accessories. Its corporate name is Euromarket Designs, Inc. and it is majority-owned by Otto GmbH. Crate & Barrel has two sister stores. CB2 is a home furnishings division geared toward young adults created in 2000. The Land of Nod sells home furnishings and gi
25、fts for children. For more information, T can log in the website: http:/ Information,(To be continued),Back,Back,2. easyC, the low cost, online car hire specialist, is one of the leading international car rental brokers with a worldwide network of more than 3,500 car hire locations in over 60 countr
26、ies. easyCar offers a wide range of vehicles for your car hire from super-mini and compact cars to MPVs and luxury cars at great value for money. For more information, T can log in the website: http:/ Information,(To be continued),3. Nice (尼斯) is a city in France; Malaga (马拉加) is a city in Spain; Ba
27、rcelona(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.,Background Information,Back,(The end),Work with your partner and answer the following questions according t
28、o 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 & Barrel.,Back,Pair Work,3. What is the second advertisement for?4. How much does it cost to rent a car per day from London Br
29、idge according to the second advertisement?5. How can customers book the service in the second advertisement?,It is for renting cars.,It costs19.,Customers can book it through the website: easyR.,Back,Reading Text,Ready to Go!,Task 2,Task 2,Task 2,Text,Back,Ready to go!,Marketing and Marketing Mix,I
30、. Definition of Marketing:Putting the right product in the right _, at the right _, at the right _. II. Marketing Mix:,Skim the Text for the key points and fill in the outline with necessary information.,Reading Text,Back,4Ps,Product _ _ _ ,place,price,time,Price,Place,Promotion,Ready to go!,Process
31、es,Physical layout,Reading Text,Back,4Ps,People _ _ ,III. Other Marketing Mix Models:,7Ps,+,Customer _ _ _ ,4Cs,Communication,Cost,Convenience,Marketing and Marketing Mix,What is marketing? The definition that many marketers learn as they start out in the industry is:Putting the right product in the
32、 right place, at the right price, at the right time.Its simple! You just need to create a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that
33、at a time they want to buy. Then youve got it made!,1,2,1,2,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 sta
34、rt 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 these kinds of mistakes. The marketing mix and
35、 the 4Ps of marketing are often used as synonyms for each other. The 4Ps are: Product (or Service) Price Place Promotion,3,4,3,4,Back,5,6,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
36、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 of the product or service to the buyer? What is the price point
37、 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,7,8,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 bot
38、h? 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, or radio, or on billboards? By using direct marketing mailshots? Through public relatio
39、ns? On the Internet?,Back,9,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 over the years is Boom and Bitners 7Ps (sometimes called the extended marketing mix, which include the first 4Ps,
40、 plus people, processes and physical layout) and Robert Lauterborns 4Cs (Customer, Cost, Convenience and Communication).,Back,6,10,Language Points,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
41、of marketing, they understand the definition of marketing ismarketer: someone whose 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 chemi
42、cals. 迈克是精细化学品的全球制造商及营销商。,Back,(To be continued),Language Points,Structure Analysis: “that many marketersthe 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
43、义就是,Back,(The end),Language Points,2. (Para. 2) price it at a level which matches the value they feel they get out of itParaphrase: (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 assi
44、stant 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,Language Points,Structure Analysis: “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
45、 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,Language Points,3. (Para. 3) But if you get just one element 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. d
46、isaster, 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. 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,Language Points,Structure Analysis: “if youwrong” is an adverbial clause of condition. e.g. If it
47、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,Language Points,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 wh
48、ich 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 节省燃料,(To be continued),Back,Language Points,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；,
