体验商务英语第2册教学ppt课件-Unit-7-Marketing

Unit 7,Marketing,Starting up,Vocabulary,Word partnerships,Listening,Successful marketing,Reading,Selling dreams,Language,review,Questions,Skills,Telephoning:exchanging information,CASE STUDY,Thank you!,体验商务英语第2册教学ppt课件-Unit-7-Marketing,Quotation,Peter F.Drucker,(1909-2005),Management,expert,“Business has only two functions,-Marketing and innovation.”,Peter Ferdinand Drucker(1909 2005)was an Austrian-born American management consultant,educator,and author,whose writings contributed to the philosophical and practical foundations of the modern business corporation.He was also a leader in the development of management education,and he invented the concept known as management by objectives.,Quotation Peter F.Drucker“Bus,A,The four Ps form the basis of the marketing mix.If,you want to market a product successfully,you need,to get this mix right.Match the Ps(1 4)to the,definitions(a to d),1 Product,2 Price,3 Promotion,4 Place,a)the cost to the buyer of goods,or services,b)informing customers about products and persuading them to buy them,c)where goods or services are available,d)goods or services that are sold,AThe four Ps form the basis,B,Listen to four consumers talking about different products.Decide which of the four Ps each speaker is discussing:product,price,promotion or place.,Speaker 1:,Speaker 2:,Speaker 3:,Speaker 4:,Place,Promotion,Price,Product,C,Think of some products you have brought recently.Why did you buy them?Which of the four Ps influenced your decision to buy?,Product,Price,Promotion,Place,BListen to four consumers talk,D,Tell your partner about a marketing campaign that impressed you.,DTell your partner about a mar,A,For each group of words(1 5):,Fill in the missing vowels.,Match the words to the definitions(a-c).,1 market,a)The percentage of sales a company has,b)Information about what customers want and need,c)A group of customers of similar age,income level and social group,2 consumer,a)description of a typical customer,b)where and how people buy things,c)things people buy for their own use,3 product,a)Introduction of a product to the market,b)Length of time people continue to buy a product,c)Set of products made by a company,r,e,s,ea,rch,s,e,gm,e,nt,sh,a,re,b,e,h,a,v,io,r,pr,o,f,i,l,e,g,oo,ds,l,au,nch,L,i,f,e,cycl,e,r,a,ng,e,AFor each group of words(1,4 sales,a)How much a company,wants to sell in a period,b)How much a company,thinks it will sell in a period,c)How much a company has,sold in a period,5 advertising,a)A business which advises,companies on advertising,and makes ads,b)An amount of money,available for advertising,during a particular period,c)A program of advertising,activities over a period,with particular aims,f,o,r,e,c,a,st,f,i,g,u,r,e,s,t,a,rg,e,t,c,a,mp,ai,gn,b,u,dg,e,t,a,g,e,ncy,a)How much a company a)A bus,B,Choose a well-known brand for each of these product categories.,Cars,Newspaper&magazine,Watches,&jewelry,Clothing,BChoose a well-known brand for,Give typical consumer profiles for each brand.Including the following:,Example:,the Mercedes,Age:,35+,Sex:,male,Job:,executive,Income level:,70,000+,Other products:,Hugo Boss suits,Rolex watches,diving holidays in Seychelles,C,What sort of advertising campaign could you have in your country for each of the brands you chose in Exercise B?How else could you try to increase the sale of each brand?,Give typical consumer profiles,A,Listen to the first part of an interview with Jonathan Turner,Managing Consultant at Oxford Strategic Marketing,and complete the notes.,Keys to successful marketing,have a passionate curiosity for the _,get a deep understanding of their _ and their _,analyse all the business _ and market _ constantly,have a strong business _,have an instinctive understanding of how_,customer,needs,behaviours,data,research,sense,your company makes money,AListen to the first part of a,B,Work in small groups.Discuss in what ways the following points also contribute to successful marketing.,an awareness of the companys strengths and weaknesses,an understanding of the opportunities and threats the company faces,good communication skills,a good,creative campaign,Which one do you think Jonathan will mention next?,C,Now listen to the second part of the interview and see,If you were right.Do you agree with Jonathan?,good communication skills,BWork in small groups.Discuss,Listen to the last part of the interview and answer the following questions.,D,What kind of company is Oxford Strategic Marketing working for at the moment?,A major bank.,2.How does the technique called“market segmentation”work?,It groups similar types of people together,based upon their behaviours,their attitudes,where they live,etc.,3.What did Oxford Strategic Marketing do for their client?,They designed a questionnaire,commissioned it,and then analysed the research.,4.What was surprising about the results of the research?,They found that there were about eight groups of customers that mattered in that particular market place,whereas before,the bank had just bee