(完整版)体验商务英语第二册Unit7Marketing
(完整版)体验商务英语第二册Unit7Marketing
Reading
Selling dreams
A Before you read the article, answer these questions.
1 Which of the following companies do you associate with Italy?
Reading 2 What qualities do you associate with Italian products?
Reading
Selling dreams
B Scan the article and answer these questions.
1 Which are the biggest markets/countries for these products?
launch a) Introduction of a product to the market
Life cycle b) Length of time people continue to
range buy a product
c) Set of products made by a company
Good creative
__c_a_m__p_a_i_g_n__
Reaching the right
____p_e_o_p__le______
Successful Good marketing marketing communications
Clear marketing ___m__e_s_s_a_g_e____
Selling
dreams
Reading
Selling dreams
Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello and Modena, Italy. Founded by Enzo Ferrari in 1929, the company manufactured race cars before moving into production of street legal vehicles in 1947 as Ferrari S.p.A.. Ferrari's cars are among the most desirable of vehicles to own and drive, and are one of the symbols of wealth in the world. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has largely enjoyed great success, especially during the 1950s, 1960s, 1970s, late 1990s, and 2000s. Finally, after years of financial struggles, Enzo Ferrari sold the company's sports car division to the Fiat group in 1969. Enzo Ferrari himself retained control of the racing division until his death in 1988 at the age of 90. Ferrari also has an internally managed a wide range of products bearing the Ferrari brand, including eyewear, pens, pencils, perfume, clothing, high-tech bicycles, cell phones, and even laptop computers.
新职业英语视听说教程2Unit 7课件
5.
Listening 1 TASK 2 Pricing
Ⅱ Extensive Listening
Script
The sales team is discussing product pricing. Listen to the conversation and decide whether the following statements are true or false. Then write down the key words to support your answers. 1. The sales team holds two different opinions on pricing. … we have to increase the price… … too risky to launch a new product with an even higher price. True 2. They have a heated discussion and fail to reach an agreement. We have to increase the price by 5%. I think that makes sense. Yes, that’s practical. False
↓ ↓ ↓
Period 4: Watching 2 → Speaking 2 (Task 3-4)
After Class Unit File + Supplementary Listening + Project
Learning Focus
Knowledge:
To build up the vocabulary about marketing a new product. To learn to get a general idea of the typical working situact.
商务英语unit72014
Case 3
Honda
2000 年 Acura 推出了它的第一辆中型 suv ， 即在美国设计、开发和制造的 MDX ，这款 车在底特律举行的 2001 北美国际汽车展上 被评为 “ 北美年度车 ” 。
1989 年，Acura legend 连续第二 年成为美国最畅销的进口车型。
Acura 推出了 276 匹马力的双门运 动跑车 NSX 。 被视作第一款能够 与法拉利和保时捷挑战的日本车。
CCaassee33::HHoonnddaa
equity
Branding strategies
CCaassee44:: VVoolklksswwaaggeenn
Overcome your blind spot
Case 1
VS
Parliament Case 2 Funkadelic
1986年，美国的中产阶级数量膨胀，拥有更多可以自由 支配收入 ，消费者从Honda经济型车转而购买其他欧洲 豪华车。Honda总部打造了Acura品牌，该车提供了德国 豪华车的良好性能和日本车坚固耐久的可靠性 。
Customer-centered brand management
返回
CCaasse e 11: : OOldldssmmoobbiliele
CCaassee22:P:Paarlrilaiammeenntt &&FFuunnkkaaddeelilcic
Brand value & Customer
Defining the right marketing strategy is an important job of managers, successful marketing strategies are vital.
体验商务英语第二册U7重点单词
U7 MarketingQueue up for ages: line up for a long time排长时间的队Run out: be sold up卖光Launch the new campaign: launch the new promotion campaign发起一轮新的促销大战Be worth something: worthy值得Fantastic: amazing/marvelous惊奇的Distinguish from … (differ from)区分Long-lasting: durable耐用的Promotion gift促销礼品Marketing mix营销组合Market research/segment/share市场调查/市场区分/市场份额Consumer behavior/profile/goods消费者行为/消费者概况/消费物品Product launch/lifecycle/range产品研发/产品周期/产品系列Sales forecast/figures/target销售预测/销售数据/销售目标Advertising campaign/budget/agency广告活动/广告预算/广告代理商Individual marketer个体营销人员Get close to somebody接近Analyze the data and trends分析数据和趋势Pick up what’s affecting them and their behavior找出影响他们行为的因素Develop their marketing strategy设计营销策略Customer strategy客户策略The most attractive (customer)具有吸引力的客户群Profit利润Pricing（n.）定价Deliver （release/issue）发布Great influencing skills具有强影响力的技能Get people understand what’s behind the strategies让人理解策略背后的内涵Deliver pricing strategy发布定价策略Match the customer’s needs with company’s assets and capabilities将客户需求与公司资产以及能力相结合Management Consultant管理咨询Target your offer and design your offer to the needs of…设计、销售产品去满足……To group customers客户分组Customer segmentation: to group similar types of people together客户分组Design questionnaire设计调查问卷To commission (implement, carry out)执行Fragrance香水Diamond钻石Regain: win back重新赢回Top spot: top place最高点Center on: focus on关注；把……当作中心To date: up till now迄今为止Wear perfume喷香水An extraordinary achievement in an industry that sees an average of almost 300 perfumes launched every year.在行业上的不同寻常的成就为见证了每年三百种香水的研发。
大学二年级上学期英语 Unit 7 Marketing (2)
Working well with __s_a_l_e_s__t_e_a__m___
Customer orientation
Producing:
What customers _n_e_e__d_ _w__h_e_n_ they want it At the right _p_r_i_c_e__ In a way that’s p_r_o__f_it_a__b_le
behavior a) description of a typical customer
2 consumer profile
goods
b) where and how people buy things c) things people buy for their own use
3 product
Good creative
__c_a_m__p_a_i_g_n__
Reaching the right
____p_e_o_p__le______
Successful Good marketing marketing communications
Clear marketing ___m__e_s_s_a_g_e____
D Complete this extract from the interview.
The campaign was badly _p_la__n_n_e_d_, badly _b_u_d__g_e_t_e_d_ and it resulted in a lot of negative _p_u_b__li_c_i_t_y_ for the
Listening Successful
B
Listen to the second part of the interview and answer the following questions.
新职业英语 综合英语2 Unit 7
direct mail selling
online selling
telephone selling
Notes
Wa
职业综合
英语 2 Unit 7 Marketing
rm1-
Not
es
Personal selling: 人员推销/个人推销 is a two-way
communication between the seller and the buyer usually faceto-face, via the Internet, the phone and the correspondence. Unlike advertising, a personal sales message can be more specifically targeted on individual prospects and easily altered if the desired behavior does not occur. Personal selling, however, is far more costly than advertising and is generally used only when its high expenditure can be justified.
compared with March 2008. However, online sales continue
to show steady growth in the face of adverse economic
conditions. They are expected to grow 11 perce现方式做保护处理对用户上传分享的文档内容本身不做任何修改或编辑并不能对任何下载内容负责
体验商务英语(第二版)课件第2册课件Unit 7 Marketing
available for advertising during a particular period
c) A program of advertising
activities over a period,
with particular aims
Vocabulary Word
B
Choose a well-known brand for each of these product categories.
Listening Successful
B
Work in small groups. Discuss in what ways the following points also contribute to successful
marketing
marketing.
1. an awareness of the company’s strengths and weaknesses
Speaker 1: Place
Speaker 3: Price
Speaker 2: Promotion Speaker 4: Product
Think of some products you have brought recently. Why C did you buy them? Which of the four Ps influenced your
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
高教社新编商务英语第二版综合教程2 Unit7
高等教育出版社 高等教育电子音像出版社பைடு நூலகம்
Unit 7 Interview
6. A poor HR manager may end up offering a job to the wrong person because he / she .______.
c. having a workshop with candidates d. a job test
高等教育出版社 高等教育电子音像出版社
Unit 7 Interview
4. Interviews help to _____.
√a. get the story behind a candidate’s experiences
A job interview is the first part of hiring and keeping good workers. Interviews are particularly useful for getting the story behind a participant’s experiences. The interviewer can pursue in-depth information around a topic. Asking the right questions makes you as a manager more likely to select the best candidate for the job. If you don’t have good interviewing skills, you may end up offering a job to someone who is a poor fit for the job or the company.
商务英语视听说听力原文马龙海第七单元
商务英语视听说听力原文马龙海第七单元Marlon Hai unit 7- Marketing and SalesMarketing and sales are crucial aspects of any business. Effective marketing and sales strategies can help a company increase revenue and profit margins in a competitive market. In this unit, we will look at the key concepts and techniques involved in marketing and sales.Marketing is the process of identifying customer needs and wants and developing a strategy to promote and sell products or services to meet those needs. The four Ps of marketing are product, price, promotion, and place. Product refers to the actual goods or services that are sold to customers. Price is the amount that customers pay for a product or service. Promotion includes all the activities that are used to promote the product, such as advertising, sales promotions, and public relations. Place refers to the distribution channels through which the product is sold and delivered to customers.Sales, on the other hand, involves the actual selling of a product or service to a customer. Salespeople must be knowledgeable about the product or service they are selling. They must also be able to identify the needs and wants of the customer and match them with the features and benefits of the product. Successful salespeople also use a variety of techniques to build rapport with customers, such as active listening, asking open-ended questions, and using positive body language.One important aspect of marketing and sales is market research.Market research involves gathering and analyzing information about customers, competitors, and market trends. This information can be used to develop effective marketing and sales strategies. Market research can be conducted through surveys, focus groups, and other methods.Another key concept in marketing and sales is the sales funnel. The sales funnel is a model that represents the various stages that a customer goes through before making a purchase. The stages of the sales funnel are awareness, interest, desire, and action. At each stage, the customer becomes more engaged with the product or service, until eventually they make a purchase. Successful marketing and sales strategies understand the importance of each stage of the sales funnel and use strategies to engage customers at each stage.Finally, it is important to consider the role of technology in marketing and sales. Technology has revolutionized the way businesses market and sell products. Digital marketing, for example, has become increasingly important in reaching customers through channels such as social media, email, and search engine marketing. Salespeople can also use technology to manage customer relationships and track sales performance.In conclusion, marketing and sales are critical components of any business strategy. By understanding the key concepts and techniques involved in marketing and sales, businesses can develop effective strategies to increase revenue and profitability. This includes understanding the four Ps of marketing, the sales funnel, market research, and the role of technology.。
新职业英语视听说教程2Unit 7完整ppt课件
Watch the video and talk about what you know about the TV commercial.
.
Listening 1 TASK 1 Market Analysis
Skills：
➢ To get the vocational skills covered in this unit. ➢ To get a general idea of the typical working situations in
marketing a new product.
.
Lead in
Ⅲ Intensive Listening
Script
Listen to the conversation again and complete the
following table.
Age Group
Young Women
Young
Middleaged
Women
Middleaged
Men
Percentage 85%
.
Listening 1 TASK 1 Market Analysis
New Words & Expressions
4. elderly a. 年纪较大的；上了年纪的 Many of those most affected are elderly. 受影响最大的人中很 多都是上了年纪的。
5. range from （在某一范围内）变化，变动 His interests range from chess to stamp. 他的兴趣范围广泛，从下象棋到集邮无所不包。
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4 What other strap lines do you know?
Listening
Successful marketing
C
Listen to the last part of the interview and answer the following questions.
Place
Starting up D Tell your partner about a marketing slogan that impressed you.
Vocabulary
Word partnerships
A For each group of words 1 to 5: a) Fill in the missing vowels. b) Match the words to the definitions a) to c).
Selling
dreams
Reading
Selling dreams
Ferrari S.p.A. is an Italian sports car manufacturer based in Maranello and Modena, Italy. Founded by Enzo Ferrari in 1929, the company manufactured race cars before moving into production of street legal vehicles in 1947 as Ferrari S.p.A.. Ferrari's cars are among the most desirable of vehicles to own and drive, and are one of the symbols of wealth in the world. Throughout its history, the company has been noted for its continued participation in racing, especially in Formula One, where it has largely enjoyed great success, especially during the 1950s, 1960s, 1970s, late 1990s, and 2000s. Finally, after years of financial struggles, Enzo Ferrari sold the company's sports car division to the Fiat group in 1969. Enzo Ferrari himself retained control of the racing division until his death in 1988 at the age of 90. Ferrari also has an internally managed a wide range of products bearing the Ferrari brand, including eyewear, pens, pencils, perfume, clothing, high-tech bicycles, cell phones, and even laptop computers.
Vocabulary
Word partnerships
a) How much a company
forecast wants to sell in a period
4 sales
figures b) How much a company thinks it will sell in a period
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
Starting up B Listen to four consumers talking about different products. Decide which of the four Ps each speaker is discussing: product, price, promotion or place.
3 Why did it appear successful at first? Because sales went up at first.
4 Why did they end the campaign? They couldn’t keep up with the demand and had overspent on prizes.
1 market
research segment
share
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
to get this mix right. Match the ‘Ps’ 1 to 4 to the
definitions a) to b)
1 Product 2 Price 3 Promotion 4 Place
a) the cost to the buyer of goods or services
D Complete this extract from the interview.
The campaign was badly _p_la__n_n_e_d_, badly _b_u_d__g_e_t_e_d_ and it resulted in a lot of negative _p_u_b__li_c_i_t_y_ for the
Reading
Selling dreams
B Scan the article and answer these questions.
1 Which are the biggest markets/countries for these products?
Unit 7
Marketing
Quotation
“Communication is the most important form of marketing.”
Akio Morita (1921 – 1999) Co-founder
of Sony
Starting up A ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need
target
c) How much a company has
sold in a period
a) A business which advises
campaign companies on advertising and makes ads
budget b) An amount of money
5 advertising agency
launch a) Introduction of a product to the market
Life cycle b) Length of time people continue to
range buy a product
c) Set of products made by a company
Listening Successful
B
Listen to the second part of the interview and answer the following questions.
marketing
1 Which campaign was most memorable for Mirjana? Orange mobile phones
Working well with __s_a_l_e_s__t_e_a__m___
Customer orientation
Producing:
What customers _n_e_e__d_ _w__h_e_n_ they want it At the right _p_r_i_c_e__ In a way that’s p_r_o__f_it_a__b_le
2 Why did she find it memorable? She thinks mobile communications are interesting and that it was a great campaign with a fantastic slogan.
3 What was the fantastic strap line (slogan)?
behavior a) description of a typical customer
2 consumer profile
goods
b) where and how people buy things c) things people buy for their own use
3 product
Speaker 1: Place
Speaker 3: Price
Speaker 2: Promotion Speaker 4: Product