unit-9-Marketing

unit-9-Marketingunit-9-MarketingMy Winter Vocationtellyourstorytoyourclassmates!yourfamily,yourBF,yourparents,yourlovestoryorunforgettablestory.telluswhereyouhavebeento,anyplacesofinterest,any.Whatdidyoudointhevocation?Travelling,sightseeing,visitingfriendsandrelatives,watchingmoviesandTVshows,or.unit 9 Marketing市场营销Objectivesunderstandthedefinitionof“marketing”learnaboutadvertisementsknow4Psand4CsrealizetheimportanceofmarketresearchusethebasictermsconcernedPre-readingActivity1marketingadvertisementProduct/pricingPromotion/placecommunicationCustomerneeds&wantsCost/strategyPromotion/pricingMarketsurvey/researchActivity 2productpresentationCatalogAdvertisementTradefairAfter-salesserviceBrochure宣传册产品介绍产品目录广告贸易会，商品交易会售后服务Text A Made to MeasureWarming-up:Activity4:PleasegoskimmingandscanningtextAandfinishactivity4within3minutesTipsofskimmingandscanning:1.gothroughthequestionstatementsfirstandtickoutthekeywordsorphrases;2.Skimandscanthepassagepara.bypara.3.payspecialattentiontothefirst(topic)sentenceandfindthekeywords4.skiptheunimportantinformationandmoveonquicklyMadetomeasure量身定做Furnitureshowroom家具展示大厅RangeArangeofthingsisanumberofdifferentthingsofthesamegeneralkind.(同类事物的)一系列例：Awiderangeofcoloursandpatternsareavailable.一系列各种各样的颜色和图案都有。no matter 的用法 nomatter作“无论”、“不管”解，用以引导表示让步的状语从句，常用在下列句型中：句型中的Nomatterwhat(who/whenetc.).分别表示“无论何事”、“无论何人”、“无论何时”等，这个从句可以置主句之前，也可以置主句之后。由nomatter+what等引导的让步状语从句。Nomatter后面接关系代词或关系副词引导状语从句在句中作让步状语。Nomatterwhatyoudo,youmustbeverycareful.不管做什么事，你都必须非常细心。No matter之后可用what以外的关系代词或关系副词例如：Nomatterwhoyouare(=Whoeveryouare),Illneverletyouin.无论你是谁，我绝不让你进去Nomatterwhich无论哪一个Nomatterwhere无论何处；不管在哪里NomatterwhereIgo(=WhereverIgo),Iwillbethinkingofyou.无论我到哪里，我都会想着你。Nomatterhow.不管如何；无论多么Nomatterhowhardyoutry(=Howeverhardyoutry),youwillneverbesuccessful.不管你如何努力，你都不会成功的量身定做参观家具展览室traditionalormodernstyletopquality5%offFreedeliveryWithinE.g.within1weekMoney-backguarantee传统或现代款式质量上乘打95折免费发货在时间/距离内一年内退款保障量身定做参观家具展览室Groupwork:pleasetranslatethetext1intoChinesewithin5minutesEachgroupisresponsiblefor2sentences.Individualisresponsiblefor1Team1Team2Team3量身定做参观家具展览室TopqualitywoodsfromBritainModernfurnitureindifferentkindsofothermaterials5%offeverypurchaseofover1,500.A12-monthmoney-backguaranteeforeveryitembought.英国进口的高品质木材不同种类原材料制造的现代家具购买超过1,500元可享受5%的优惠购买的任一款家具可享受一年内全额退款的保证量身定做参观家具展览室Freedeliveryandfittingwithin50milesofanyofourshowrooms.Weguaranteedeliverywithinthreedaysofpurchase.Forevery$50youspend,pickupaticketforoneofourprizedrawsandwinoneofawiderangeofelectricalgoods任一展厅附近100英里之内免费运送安装。我们保证购买后三天内交货消费50美元可获得一张抽奖券，并有机会从种类丰富的电子产品中赢取一款2.Agent/Distributors代理商/经销商Pleasetranslatethefollowingsentencesinthetext.(Individualwork)1)para.1Leadingmanufacturer主要生产商，业内领先的制造商Exportingto.思考下这两个现在分词的作用现在分词分别做前置定语和后置定语。翻译：本公司是澳大利亚纯正新世纪品牌被子、枕头的主要生产商。产品销往欧亚，现欲开发美国市场V-ing作现在分词.具有形容词的特征,在句中当定语定语,表语表语,宾补宾补,主补主补,状语状语.例子:Therisingsunlooksverybeautiful.(前置定语前置定语,表动作正在进行)Theboytalkingwiththeteacherisourmonitor.(分词短语当定语则在所修饰名词的后面当后置定语后置定语.)=Theboywhoistalkingwiththeteacherisourmonitor.Individual workPara.2Phrases:lookfor寻找Beddingindustry床上用品行业Withexperienceselling.with sth.通常用作后置定语，修饰前面的名词，可以理解为“拥有拥有.的的.”Within prep.在.（时间/范围）内representativen.代表；销售代理例：Shehadastressfuljobasasalesrepresentative.作为一名销售代理，她的工作压力很大。Individual workWillbevisiting将来进行时：将来进行时表示要在将来某一时间开始，并继续下去的动作。一般用延续性动词表示Para.2WearelookingforAgents/Distributorswithexperiencesellingproductswithinthebeddingindustry.ArepresentativeofthecompanywillbevisitingtheUnitedStatesattheendofJuly.翻译：我们寻找床上用品业内有经验的代理商或经销商加盟。本公司将派代表在7月底访美。Para.3-4forsth.如需contactsb.联系某人翻译：Formoreinformationandappointments,pleasecontactusbyfaxat613-977-8900如需更多信息或预约，请传真613-977-8900联系我们。Sendusyoursalaryrequirements,aresume,andnamesandaddressesofthreereferences.请给我们发送您的工资要求和简历，以及提供三个推荐人的姓名和地址。3.Instant Lighting Charcoal即燃木炭individualcharcoalbags独立炭包lastuptoanhour持续一个钟allofferedavailableonlineatwww.在线www.可可订购Activity 51.a2.h3.d4.I5.c6.f7.e8.g9.j10.bActivity 7A.-2-gB.-3-eC.-8-cD.-5-bE.-10-aF.-6-jG.-4-hH.-9-fI.-7-iJ.-1-dActivity6F50milesFover$1500TFUSAFAmerican-UKTRules1.Put up your group board to get a chance to choose a number,show your answer to the class.If you are correct,you will get the relevant score:1point or 2points;2.After finishing the interpreting,you should pass the group board to another group mate,each student has one chance.3.The group gets the highest score is the winner.Language pointsElement n.Aparticularelementofasituation,activity,orprocessisanimportantqualityorfeaturethatithasorneeds.要素;特点E.g.Physicalfitnesshasnowbecomeanimportantelementinourlives.身体健康现已成为我们生活中的重要元素。Major a.Youusemajorwhenyouwanttodescribesomethingthatismoreimportant,serious,orsignificantthanotherthingsinagrouporsituation.主要的;重大的E.g.Drugabusehaslongbeenamajorproblemfortheauthoritiesthere.毒品滥用长期以来一直是那里的当局的一大难题。TransportV-T.Totransportpeopleorgoodssomewhereistotakethemfromoneplacetoanotherinavehicle.运送e.g.Railwaylinesthattransportthecoaltoportsforexporthavealsobeenflooded.Handle V-TIfyousaythatsomeonecanhandleaproblemorsituation,youmeanthattheyhavetheabilitytodealwithitsuccessfully.(成功地)处理 sthE.g.：Totellthetruth,IdontknowifIcanhandlethejob.说实话，我不知道我能否做好这份工作。Carry out vt.执行，实行；贯彻；实现；完成E.g.Seeingthathecouldnotcarryouthisplan,heflunguphiscards.他看到不能实现自己的计划，就撒手不管了。翻译：翻译：你必须执行我的命令Youmustcarryoutmyorders.Stand for 代表；支持；象征AsStevesays,peoplewanttoknowwhoyouareandwhatyoustandfor.翻译翻译:Cowboysstandforasimplerwayoflifeandfreedomwithoutrestraint。牛仔代表了一种简单而且无拘无束的生活方式Ensure vt.保证，确保；使安全 sth/thatE.g.Wemustensurethatallpatientshaveaccesstohighqualitycare.我们必须确保所有的病人都能够得到高质量的护理。翻译：翻译：为了保证成功，我们必须要有一个周密的计划Inordertoensuresuccesswemusthaveacompleteandthoroughplan.。Text B Marketing:4Ps and 4CsPleasefindoutandspeakouttheconceptofmarketing（Para.1）Marketingisacollectionofactivitiesthatincludesselling,advertising,publicrelations,salespromotions,research,newproductdevelopment,packageandafter-salesservices.Para.1Themainconcerninmarketingisthemarketthegroupofpeoplewhoneedyourproductsandhavethemoneytobuythem.Marketingisacollectionofactivities（thatincludesselling,advertising,publicrelations,salespromotions,research,newproductdevelopment,packageandafter-salesservices）.(翻译见翻译见P125)Para.2Theterm“Marketingmix”（销售组合）describesthecombinationofmarketingelementsusedinagivensituation（思考语法）.Majorelementsofthemarketingmixare:product,pricing,promotionandplace,knownasthe4Ps:Product-designandqualityofoutput,choiceofwhichproductstosell,andafter-salesservice;过去分词词组作过去分词词组作elements后置定语，后置定语，理解为理解为“.的市场要素的市场要素”Pricingchoiceofpricingstrategyandpredictionofcompetitorsresponses;Promotionadvertising,publicrelations,andtheuseofsales-people;Placeselectionofsaleschannelsandtransportarrangements.Para.3Theskillinmarketingistoworkoutacleverwaytocombinethe4Pssoastoincreaseprofits.(翻译见P125)Indecidingonitsmarketingmix,acompanyneedstomakesurethatithandlesthe4Psinasystematicway.Anotherfactortoconsideristhecompanysabilitytocarryoutaplannedmarketingapproach.Para.4However,the4Pssystemmainlyfocuseson（聚焦于）theorganizationsoperationsratherthan（而不是）onthecustomersrequirements（顾客要求）.Forthisreason,wepreferthesystembasedon（基于）the4Csof:Customer needs and wantsdesigningalltheelementsofaproductorservicesothattheywillsatisfythecustomer.Para.4Costmakesurethatthecoststandsforvaluetothecustomer.Conveniencedeliveringtheproductorservicetocustomers.Thisshouldincludequalityandgoodcustomerrelationships.Communicationinformingcustomersaboutthebenefitsofproductsandwheretoobtainthem.coststandsforvalue物有所值 Para.5Besides,toensurethesuccessofmarketingplans,acompanyshouldalsoconsidertheoutsideenvironmentlikeeconomic,socialandtechnicalfactors.翻译见P125From the cases discussed above,WeThefirstcrucialthingistopositiontheproductinthemarket!Keys for Exercises Activity 81.A2.C3.AActivity 9 debcaActivity 10 1.Fsell-buy2.Fcustomersrequirementsorganizationsoperations3.T4.T5.Fnot删掉activity 111-b,2-i,3-h,4-g,5-j,6-f,7-d,8-e,9-c,10-aactivity 121.ensure,2.collection,3.strategy4.satisfy5.describe6.package7.handle8.prediction9.pricing10.outputSummarize the phrases in activity 12beinterestedinsth.workoutsthtryonesbesttodosthpayattentiontosth.makeapredictionthatdependonsth./sb.对感兴趣想出，设计出，解决尽力/努力做某事（集中精神）注意某物预测依靠/依赖某物或某人Activity13词性搭配要诀1.selection,2.promotion3.social4.ability5.satisfaction词性搭配的性搭配的规律：律：形容形容词+名名词 副副词-动词/形容形容词/副副词e.g.walkslowly，verygood,verymuch 介介词+名名词/v-ing/代代词Attheairportlookforwardtodoingsth期待做某事lookafterhim照顾他One ofthe/指示代词（this,these,those）/物主代词（my,her,his,their）+名名词复数复数 “.之一之一”词性搭配的性搭配的规律：律：固定搭配固定搭配The+形容词比较级，the+形容词比较级“越，越.”lookforwardtodoinggetcloseto+名词“接近.”连词+从句（主从句（主谓宾/主主谓）NotonlybutalsoOr否则.（介词，表示或者）The+形容形容词最高最高级（est）“最最.的的”词性搭配的性搭配的规律：律：情情态动词（would,will,should,could,must）/助助动词(do,did,does,have,is,are)+动词原形原形 The/a/an/代代词（his,this,these,our,every）+名名词 There be+名名词“有有.”Activity14to表示方向性，for表示对象性，as“作为”1.out,2.on,3.to4.for,5.asActivity15a.控制市场，b.扩大市场c.市场交易谈判d.研究市场e.追踪市场f.找寻何时市场策略g.分享市场1.d2.c3.f4.e5.a6.b7.gActivity16SEE展示台FTFFTActivity17TTFFF如何做阅读选择题Supplementary Reading-Market ResearchActivity18ABCCActivity191.吸取教训2.市场研究3.销售产品4.文化和宗教的因素5.一字不变地翻译6.忽视事实Activity 20 1.termA.n.术语B.n.条款C.n.关系2.priceA.n.价格B.v.问价，询价C.v.定价3.costA.n.成本B.v.花费C.v.花费4.promoteA.v.晋升B.v.推销C.v.加强，促进5.turnA.v.利用B.v.拒绝C.v.上交结束语结束语谢谢大家聆听！谢谢大家聆听！50