新境界職業(yè)英語綜合教程2精華版-課件-unit-1

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. Wha

2、t 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

3、 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 price can you guess? Do you think it’s reasonable or

4、 too high for you?3. Where can you buy these products?,Task 2,Electric unicycle: about￥3000 Bicycle lamp: about ￥100 Toaster (多士烤機): about￥500 Motorcycle car: from￥80,000,Back,Elec

5、tric unicycle: sports shops, motorcycle shops Bicycle lamp: bicycle shops, sports shops Toaster: supermarkets, house aware shops, electric appliance shopsMotorcycle car: motorcycle shops,4

6、. 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 to buy it. If the price is

7、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 corre

8、sponding picture.,e,d,c,b,a,Back,Listen to the statements 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. Volks

9、wagen 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

10、. 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 men

11、tioned.4. Adidas sells its sportswear products in specialist shops. a. Right. b. Wrong. c. Not mentioned.5. Coca-Cola launches a lot of new products to boost its sales.

12、 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

13、go with the one in the circle.,a promotion,make,have,the boss,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 electric

14、ity.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 sportswear products in specialist shops.5. Pepsi launches a

15、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 marke

16、ting strategies 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: Em…I think athletes

17、 and those who regularly do sports are our ____________________.Jane: That’s right. So, what _________________ can we use to launch the new products?Peter: Good question! I’m considering mak

18、ing ___________________, 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

19、 stores, supermarkets and hypermarkets.Jane: Sounds great!,Listening In,potential customers,target customers,marketing tools,some TV commercials,Back,some free samples,Listen to the model dialogue again an

20、d 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 model dialogue.,Speaking Out,Scripts,B

21、ack,Back,Jane: Peter, who are the potential customers of our new products?Peter: Em…I think athletes and those who regularly do sports are our target customers.Jane: That’s right. So, what marketing tools can we use to

22、 launch the new products?Peter: Good question! I’m 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 se

23、ll our products? Peter: I think our main sales channels will be stores, supermarkets and hypermarkets.Jane: Sounds great!,Scripts,Back,Listen to the dialogue and fill in the missing information on the following Mind M

24、ap.,,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 of the produc

25、t,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-conditione

26、rs, what should we put in the catalogue? Bill: Let me see… 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?Bil

27、l: Em…For 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 and National Day are a

28、 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 somethingb) _________

29、____: only, just c) _____________: able to be obtained, taken, or used d) _____________: done, occurring, or made only oncee) _____________: to make a reservationf ) _____________: to lift something from a low

30、er to a higher position,location,exclusively,available,one-off,book,raise,Mini Text,Back,Back,Note,Word Tips,It’s the time of year when we raise a glass to our family and to our friends. To our pasts and to our futur

31、es. It’s the time of year when we raise a glass to our dreams and to our hopes. In short, it’s the time of year when there’s a lot of pressure on a glass.,Background Information,Back,,raise v. 舉起 available ad

32、j. 能得到的 location n. 位置one-off adj. 一次性的book v. 預訂exclusively adv. 僅僅,Back,Word Tips,,Crate & Barrel: a 170+ store chain of American retail stores, based in Northbrook, Ill

33、inois, specializing in housewares, furniture and home accessories 擁有170多家分店的美國零售連鎖店，專營家居用品,Note,Translation of Mini Text,一年中有這樣一個時刻：在這個時刻,我們向家人和朋友們舉杯；我們向過去與未來舉杯；我們向夢想與希望舉杯?？傊覀儼阉械闹赝卸技?/p>

34、予這只杯。,Back,Back,梅賽德斯.奔馳汽車目前已開通以下地區(qū)的租賃服務,日租價：●從尼斯出發(fā)9英鎊/天 ● 從西班牙馬拉加出發(fā)12英鎊/天 ● 從巴塞羅那出發(fā) 12英鎊/天●從倫敦塔橋出發(fā) 14英鎊/天 ● 從格拉斯高出發(fā) 9英鎊/天另加一次性5英鎊的準備費,即將開通更多的租車點！現(xiàn)在就上網(wǎng)預訂吧！,easyRentacar.com,,1. Crate & Barrel (founde

35、d in 1962) is a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture (indoor and out), and home accessories. Its corporate name is Euromarket Designs, Inc. and

36、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 gifts for children. F

37、or more information, T can log in the website: http://www.crateandbarrel.com/.,Background Information,(To be continued),Back,Back,,2. easyCar.com, the low cost, online car hire specialist, is one of the leading internat

38、ional car rental brokers with a worldwide network of more than 3,500 car hire locations in over 60 countries. easyCar offers a wide range of vehicles for your car hire from super-mini and compact cars to MPV’s and luxury

39、 cars at great value for money. For more information, T can log in the website: http://www.easyrentacar.com/.,Background Information,(To be continued),,3. Nice (尼斯) is a city in France; Malaga (馬拉加) is a city in Spa

40、in; Barcelona(巴塞羅那)is a city in Spain; London Bridge (倫敦橋) 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 Bri

41、tain.,Background Information,Back,(The end),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

42、 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 Bridge accord

43、ing to the second advertisement?5. How can customers book the service in the second advertisement?,It is for renting cars.,It costs￡19.,Customers can book it through the website: easyRentacar.com.,Back,,Reading Text,,

44、Ready to Go!,Task 2,Task 2,Task 2,Text,Back,,Ready to go!,Marketing and Marketing Mix,I. Definition of Marketing: Putting the right product in the right ______, at the right _______, at the right ______. ①II. Ma

45、rketing Mix:,Skim the Text for the key points and fill in the outline with necessary information.,Reading Text,Back,,4Ps,Product__________________________________________ ②,place,price,time,Price,Place,Promotion,,Read

46、y to go!,Processes,Physical layout,Reading Text,Back,,4Ps,People____________________________ ③,III. Other Marketing Mix Models:,7Ps,+,,Customer__________________________________________ ④,4Cs,,Communication,Cost,Con

47、venience,,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 right place, at the right price, at t

48、he right time. It’s 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 mat

49、ches the value they feel they get out of it; and do all that at a time they want to buy. Then you’ve got it made!,1,2,1,2,Back,,There’s a lot of truth in this idea. But if you get just one element wrong, it can sp

50、ell 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 pri

51、ce that’s too high or too low to attract the people you’re 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

52、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,3,4,3,4,Back,5,6,,A good way to understand

53、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 want f

54、rom 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 b

55、uyer?? 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,7,8,,Place? Where do

56、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?

57、 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 mailsho

58、ts? Through public relations? 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

59、the years is Boom and Bitner’s 7Ps (sometimes called the extended marketing mix, which include the first 4Ps, plus people, processes and physical layout) and Robert Lauterborn’s 4Cs (Customer, Cost, Convenience and Commu

60、nication).,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 of marketing, they underst

61、and the definition of marketing is…marketer: someone whose job involves encouraging people to buy a particular company’s products, by deciding the price, type of customer, and advertising policy 市場營銷人員；營銷商e.g. Mike

62、 is a global manufacturer and marketer of differentiated chemicals. 邁克是精細化學品的全球制造商及營銷商。,Back,(To be continued),,Language Points,Structure Analysis: “that many marketers…the industry” is an attributive clause, modifying t

63、he antecedent “definition”. e.g. The shirt that Peter bought yesterday afternoon is very expensive. 皮特昨天買的那件襯衫很貴。Translation: 許多市場營銷人員剛進入該行業(yè)熟知的定義就是…,Back,(The end),,Language Points,2. (Para. 2) …price it at a level

64、which matches the value they feel they get out 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. 定價

65、，標價e.g. The assistant priced the garments before putting them on display. 營業(yè)員先給服裝標好價格再擺出來賣。,(To be continued),Back,,Language Points,Structure Analysis: “which matches the value” is an attributive clause, modifying the a

66、ntecedent “l(fā)evel”; and “they feel they get out of it” is also an attributive clause, modifying the antecedent “value”.Translation: …把這個產(chǎn)品價格定位在消費者認為他們能夠從中獲得相匹配的價值水平…,(The end),Back,,Language Points,3. (Para. 3) But if y

67、ou 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. disaster, danger or trouble 帶來（尤指災

68、難，危險等）e.g. If your prospect customers lose interest in your new product, it may spell disaster to your firm. 如果你的潛在客戶對你新產(chǎn)品失去了興趣，那么這可能會給你的企業(yè)帶來災難。,(To be continued),Back,,Language Points,Structure Analysis: “if you…wron