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
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.
Listening A Listen to the first part of an interview with Jonathan
Successful
Turner, Managing Consultant at Oxford Strategic
marketing Marketing, and complete the notes.
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
· analyse all the business __d_a_t_a__ and market _re_s_e_a_r_c_h constantly · have a strong business __s_e_n_s_e___
· have an instinctive understanding of how__y_o_u_r_c_o_m__p_a_n_y_m__a_k_e_s_m__o_n_e_y____
Keys to successful marketing · have a passionate curiosity for the __c_u_s_t_o_m_e_r___
· get a deep understanding of their __n_e_e_d_s__ and their _b_e_h_a_v_i_o_u_r_s
decision to buy?
Product
Price
Promotion
Place
Starting up D Tell your partner about a marketing campaign that impressed you.
Vocabulary
Word partnerships
A For each group of words (1 – 5): a) Fill in the missing vowels. b) Match the words to the definitions (a - c).
Unit 7
Marketing
Quotation “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.
C
Now listen to the second part of the interview and see If you were right. Do you agree with Jonathan?
good communication skills
Listening
Successful marketing
They found that there were about eight groups of customers that mattered in that particular market place, whereas before, the bank had just been looking at all customers as one single group.
What sort of advertising campaign could you have C 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?
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 – 4) to the
definitions (a to d)
1 Product 2 Price 3 Promotion 4 Place
a) the cost to the buyer of goods orBiblioteka servicestarget
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
Peter F. Drucker (1909-2005) Management expert
Starting up A ‘The four Ps’ form the basis of the marketing mix. If you want to market a product successfully, you need
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?
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
Reading 2 Which world-famous film stars and sportspeople have
Example: the Mercedes • Age: 35+ • Sex: male • Job: executive • Income level: ￡70,000+ • Other products: Hugo Boss suits, Rolex
watches, diving holidays in Seychelles