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,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Unit 16 Building Relations with All Publics,Situational Practice,Build up a dialogue with your partner based on the following situations.,Youve bought your friend a sweatshirt,but there were some faults in the sweatshirt,such as a stain on the back of the collar;shrink after wash;letters on the shirt have peeled off after wash,etc.You come to the shop to make complaints.The shop manager should apologize and attend to your requirements.,A businessman from Chicago,the United States has ordered$2,000 worth of childrens toys from your company.But he is not satisfied with the packing,the delayed delivery and inferior quality.He refused to accept them.You negotiate with him and finally refuse or entertain the claims.,Task 1 A Survey,Work in groups of 45.Look at the following examples of how different public relations tools are used to help create publicity.Match each example with the corresponding tool that is used.,a)Walmart has opened environmentally friendly stores to appeal to consumers desire to save the environment.,b)Computer games marketer distributed early versions of its games free over the Internet.,c)BMW of North America sponsored an instructional driving and educational tour in six major U.S.cities as a way to increase sales more cost efficiently than traditional advertising.,d)During 1997 Super Bowl the employees distributed the Packers boxes to on-site television news crews.As a result,sportscasters displayed the Wheaties box on the Fox network as well as on CNN and countless local stations.,e)McDonalds no longer uses styrofoam cartons to package their burgers in an effort to decrease waste in landfills.,f)Chyslers Jeep division sponsors an annual Camp Jeep event in Vail,Colorado,where more than six thousand Jeep owners and their families convene for a three-day festival.,Scan your local newspaper,TV or other social media,for examples of publicity(e.g.stories about new products)and sales promotion(e.g.coupons,sweepstakes).Select some good examples and discuss their effectiveness.,Task 2 Considering Consequences,Background:“Green marketing has become an important way for companies to build awareness and loyalty by promoting a popular issue.For example,large numbers of consumers,mostly older,female and highly educated,confess a preference and are willing to pay more for products made by environmentally friendly companies.But there are also some marketers who turn a blind eye to the peoples needs or cant communicate effectively with the community.What kinds of problems will emerge if a firm doesnt communicate with environmentalists,the news media,and the local community?,Work in groups of 45.Conduct a research and select one good example and one bad example.Gather as much information as possible and prepare a report on it.Reinforce your arguments with facts and make the report convincing.,Task 3 Continuation or Cancellation?,Background:,Have you ever noticed that marketers often take advantage of the fame of people to build their products publicity?Restaurants do this all the timegrab a picture with the celebrity dining there and they may like to order your favorite food.Different celebrities will illustrate good examples of eyebrow styles as a result of using particular brand of cosmetics.Some marketers even try to grab peoples attention by exposing stories of celebritys private life and that often causes great sensation among ordinary people.Do we need to care too much about them?What do you think of borrowing publicity for the product?,Suppose you are working on the editorial board of a magazine.Now you are having a meeting on the issue whether you should stop running the“celebrity column after several lawsuits launched against the company by some famous figures in the country.,The whole class work in groups of 45.Decide on the name,the major columns and the features of the magazine.,One student will play the role of Editor-in-Chief to chair the discussion;others are the editors.,Exchange opinions within the group and then the board has a vote on the“column.Editor-in-Chief will sum up the discussion results and report them to the whole class.,Task 4 A Public Relations Campaign,Suppose you are the new public relations director for a sportswear company,you have been asked to set public relations objectives for a new line of athletic shoes to be introduced to the teen market in China.,Work in teams of 5.Do some research on the Internet or conduct market research in shops by interviewing some teen custome
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