新境界職業(yè)英語綜合教程2精華版 課件 unit 1（經(jīng)典實用）

1、新境界職業(yè)英語綜合教程2精華版 課件 unit 1 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Approaching Workplace Workplace Communication Mini Text Text Grammar Review Applied Writing Syndicate Activities 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Task 1 Work in pairs. Talk about what the following products are. Approaching Workplace Back electric unicycl

2、e bicycle lamp toaster motorcycle car 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Now discuss the questions below and then report to your class. 1. What are the above products used for? Task 2 Electric unicycle is the smallest, greenest, most convenient “People Mover”. It is compact and fun to ride. A bicycle lamp is

3、 for lighting the roadway, and it is very helpful to the rider who rides at night. A toaster is designed to toast different types of delicious bread. A motorcycle car is a kind of fashionable car to ride. Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 2. What price can you guess? Do you think its reasonable or too

4、high for you? 3. Where can you buy these products? Task 2 Electric unicycle: about￥3000 Bicycle lamp: about ￥100 Toaster (多士烤機): about￥500 Motorcycle car: from￥80,000 Back Electric unicycle: sports shops, motorcycle shops Bicycle lamp: bicycle shops, sports shops Toaster: supermarkets, house aware s

5、hops, electric appliance shops Motorcycle car: motorcycle shops 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 4. What does the picture in the center tell us? 5. How does a manufacturer communicate a new product to consumers? Task 2 If the price of a product is too high, there are fewer people to buy it. If the price is

6、 too low, there are too many people to buy it. Back They inform consumers by advertising. 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Workplace Communication Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 You will hear five statements. Listen to them carefully and match each statement with the corresponding picture. Statements 1 2 3

7、 4 5 Pictures ed cba Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Listen to the statements again and decide whether these sentences are “Right” or “Wrong”. If there is not enough information to choose “Right” or “Wrong”, choose “Not mentioned”. 1. Volkswagen created a new model of hybrid car that can use either p

8、etrol or electricity. a. Right. b. Wrong. c. Not mentioned. 2. Alfa Romeo Company prices its new sports bicycle at $2900. a. Right. b. Wrong. c. Not mentioned. Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 3. Siemens runs a promotion on its washing machine offering 30 cashback. a. Right. b. Wrong. c. Not mentioned

9、. 4. Adidas sells its sportswear products in specialist shops. a. Right. b. Wrong. c. Not mentioned. 5. Coca-Cola launches a lot of new products to boost its sales. a. Right. b. Wrong. c. Not mentioned. Scripts Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Use the Right Word Here are two groups of words frequently

10、 used in marketing. In each group, delete one word which does not go with the one in the circle. a promotion make have the boss put a product price sell market advertise Back promote join 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 1. Volkswagen created a new model of hybrid car that can use either petrol or electric

11、ity. 2. Alfa Romeo Company prices its new sports bicycle at $2900. 3. Siemens runs a promotion on its washing machine offering 30 cashback. 4. Nike sells its sportswear products in specialist shops. 5. Pepsi launches a lot of advertising campaigns to boost its sales. Scripts Back Workplace Communica

12、tion 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Listening In Situation: Jane and Peter are staff in the Marketing Department of a sports drinks company. They are talking about marketing strategies for a new product. Listen to the model dialogue and fill in the blanks with what you hear. Back 新境界職業(yè)英語綜合教程2精華版 課件 unit

13、1 Model Dialogue Jane: Peter, who are the _ of our new products? Peter: EmI think athletes and those who regularly do sports are our _. Jane: Thats right. So, what _ can we use to launch the new products? Peter: Good question! Im considering making _, sponsoring some sports events and offering _ in

14、some big stores. Jane: Good idea! Well, where are we going to sell our products? Peter: I think our main sales channels will be stores, supermarkets and hypermarkets. Jane: Sounds great! Listening In potential customers target customers marketing tools some TV commercials Back some free samples 新境界職

15、業(yè)英語綜合教程2精華版 課件 unit 1 Listen to the model dialogue again and check your answers. Then practice the dialogue and try to role-play it with your partner. When you role-play it, you are expected to use the Mind Map below, but do NOT look at the model dialogue. Speaking Out Scripts Back 新境界職業(yè)英語綜合教程2精華版 課

16、件 unit 1 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Jane: Peter, who are the potential customers of our new products? Peter: EmI think athletes and those who regularly do sports are our target customers. Jane: Thats right. So, what marketing tools can we use to launch the new products? Peter: Good question! Im

17、considering making some TV commercials, sponsoring some sports events and offering some free samples in some big stores. Jane: Good idea! Well, where are we going to sell our products? Peter: I think our main sales channels will be stores, supermarkets and hypermarkets. Jane: Sounds great! Scripts B

18、ack 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Listen to the dialogue and fill in the missing information on the following Mind Map. Situation: Anna and Bill are from the Marketing Department in Midea Company. They are talking about the promotion of their new air-conditioners. Listening In Back 新境界職業(yè)英語綜合教程2精華版 課件 un

19、it 1 in-store promotions Labor Day features of the product prices TV commercials Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Listen to the dialogue again and check your answers. Then role-play it with your partner by using the above Mind Map. Speaking Out Back Scripts 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Anna: Hi, Bill! As

20、 for our new air-conditioners, what should we put in the catalogue? Bill: Let me see the pictures and features of the product, of course. And warranty and prices are also necessary. Anna: Ok. Well, what do we need to do for this promotion? Bill: EmFor this promotion, I think TV commercials and in-st

21、ore promotions will help. Anna: Yeah, I agree with you. So, when do you think is the best time for our promotion? Bill: I think Labor Day and National Day are a good time. Anna: Sounds good. Scripts Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Task 1 Read the following Mini Text and find the word or expression th

22、at matches the context meaning given. a) _: a place or a position of something b) _: only, just c) _: able to be obtained, taken, or used d) _: done, occurring, or made only once e) _: to make a reservation f ) _: to lift something from a lower to a higher position location exclusively available one

23、-off book raise Mini Text Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Back NoteWord Tips Its the time of year when we raise a glass to our family and to our friends. To our pasts and to our futures. Its the time of year when we raise a glass to our dreams and to our hopes. In short, its the time of year when the

24、res a lot of pressure on a glass. Background Information 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 raise v. 舉起 available adj. 能得到的 location n. 位置one-off adj. 一次性的 book v. 預(yù)訂exclusively adv. 僅僅 Back Word Tips Crate Malaga (馬拉加) is a city in Spain; Barcelona(巴塞羅那)is a city in Spain; Lon

25、don Bridge (倫敦橋) is a bridge over the River Thames, connecting the City of London and Southwark, in central London; Glasgo (格拉斯哥) is a city in Great Britain. Back (The end) 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Work with your partner and answer the following questions according to the Mini Text. Task 2 Pair Wor

26、k 1. What does the first picture advertise? 2. Who is the manufacturer of the product in the first advertisement? It advertises glasses. Crate and do all that at a time they want to buy. Then youve got it made! 1 2 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Theres a lot of truth in this idea. But if you get jus

27、t one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap; or publishing a textbook after the start of the new school year, or selling an item at a price thats too high or too low to attract the people youre targetin

28、g. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistakes. The marketing mix and the 4Ps of marketing are often used as synonyms for each other. The 4Ps are: Product (or Service) Price Place Promoti

29、on 3 4 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Here are some questions that will help you understand and define each of the four elements: Product What does the customer want from the product or service? W

30、hat needs does it satisfy? What features does it have to meet these needs? How and where will the customer use it? Price What is the value of the product or service to the buyer? What is the price point where the buyer can afford the product and your company can gain proper profit from selling it? H

31、ow will your price compare with your competitors? 5 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Place Where do buyers look for your product or service? If they look in a store, what kind? In a specialist store or in a supermarket, or both? How can you access the right distribution channels? Promotion Where and w

32、hen can you get across your marketing messages to your target market? Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mailshots? Through public relations? On the Internet? Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 The 4Ps model is just o

33、ne of many marketing mix lists that have been developed over the years. Amongst the other marketing mix models that have been developed over the years is Boom and Bitners 7Ps (sometimes called the extended marketing mix, which include the first 4Ps, plus people, processes and physical layout) and Ro

34、bert Lauterborns 4Cs (Customer, Cost, Convenience and Communication). Back 6 10 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 1. (Para. 1) The definition that many marketers learn as they start out in the industry is Paraphrase: When many marketers begin to work in the industry of marketing, they understand the definit

35、ion of marketing is marketer: someone whose job involves encouraging people to buy a particular companys products, by deciding the price, type of customer, and advertising policy 市場營銷人員；營銷商 e.g. Mike is a global manufacturer and marketer of differentiated chemicals. 邁克是精細(xì)化學(xué)品的全球制造商及營銷商。 Back (To be c

36、ontinued) 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “that many marketersthe industry” is an attributive clause, modifying the antecedent “definition”. e.g. The shirt that Peter bought yesterday afternoon is very expensive. 皮特昨天買的那件襯衫很貴。 Translation: 許多市場營銷人員剛進入該行業(yè)熟知的定義就 是 Back (The end) 新境界職業(yè)英語綜

37、合教程2精華版 課件 unit 1 2. (Para. 2) price it at a level which matches the value they feel they get out of it Paraphrase: (you need to) set the price of a product at a level where the customers feel the product is good for value. price: v. to determine the price of sth. 定價，標(biāo)價 e.g. The assistant priced the

38、 garments before putting them on display. 營業(yè)員先給服裝標(biāo)好價格再擺出來賣。 (To be continued) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “which matches the value” is an attributive clause, modifying the antecedent “l(fā)evel”; and “they feel they get out of it” is also an attributive clause, modifying the antec

39、edent “value”. Translation: 把這個產(chǎn)品價格定位在消費者認(rèn)為他們能夠從 中獲得相匹配的價值水平 (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 3. (Para. 3) But if you get just one element wrong, it can spell disaster. Paraphrase: But if you make a mistake for any of the four elements of the 4Ps, it can bring about disaster. spell: to expec

40、t esp. disaster, danger or trouble 帶來（尤指災(zāi)難， 危險等） e.g. If your prospect customers lose interest in your new product, it may spell disaster to your firm. 如果你的潛在客戶對你新產(chǎn)品 失去了興趣，那么這可能會給你的企業(yè)帶來災(zāi)難。 (To be continued) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “if youwrong” is an adverbial clause of co

41、ndition. e.g. If it is fine tomorrow, well go to have a picnic. 如果明天天氣 好，我們會去野炊。 Translation: 然而，即使你只是把其中一個因素弄錯了，那也 會帶來災(zāi)難。 (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 4. (Para. 3) You could be left promoting a car with amazing fuel- economy in a country where fuel is very cheap; Paraphrase: You would b

42、e put in an awkward situation in which you promote a fuel-saving car in a country where fuel is very cheap. be left doing sth.: be put in a bad situation of doing sth. 陷入做某 事的尷尬境地 fuel-economy: fuel-saving 節(jié)省燃料 (To be continued) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “where fuel is very

43、cheap” is an attributive clause, modifying “country”. e.g. This is the cinema where I met him for the first time. 這就是 我初次遇見他的電影院。 Translation: 你可能被置于這樣的境地：在一個燃料很便宜的 國家推銷一種能驚人地節(jié)約燃料的汽車； (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 5. (Para. 3) or selling an item at a price thats too high or too low to att

44、ract the people youre targeting. Paraphrase: or selling a product at a too high or too low price so that it cannot attract your target customers. target: to try to have an effect on a particular group of people or a particular area 把作為目標(biāo) e.g. Their campaigns specifically target young people. 他們的競選 活

45、動主要針對年輕人。 (To be continued) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “tooto” is a common usage of infinitive “to”. Its often-used construction is “too + adj. / adv. + to do”. e.g. Lisa was too tired to concentrate on this task. 麗莎太疲憊了 以至于沒法集中精力來做這項工作。 Translation: 或者是以一種過高或過低的價格銷售產(chǎn)品，以 至于無法

46、吸引目標(biāo)顧客。 (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 6. (Para. 4) The marketing mix and the 4Ps of marketing are often used as synonyms for each other. Paraphrase: The marketing mix and the 4Ps of marketing are often considered to be the same thing. synonym: a word with the same meaning as another word

47、in the same language 同義詞，近義詞 e.g. Dont mix up this pair of synonyms. 別把這組近義詞混淆了。 Translation: 市場營銷組合和4Ps常常被看作是同義詞。 (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 7. (Para. 5) A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix. Paraphrase: A good method t

48、o understand the 4Ps is by asking questions that help explain the marketing mix. define: to describe clearly and exactly what something is 準(zhǔn)確描述； 給下定義 e.g. Defining the word “l(fā)ove” can be very difficult. 很難給“愛情” 一詞下定義。 (To be continued) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “that you nee

49、d to ask to define your marketing mix” is an attributive clause, modifying the antecedent “questions”. Translation: 理解4P的一種好方法就是通過提問來定義市場營銷 組合。 (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 8. (Para. 5) What is the price point where the buyer can afford the product and your company can gain proper profit

50、 from selling it? Paraphrase: What is the right price of your product at which the buyer can afford it and at the same time your company can get proper profit from selling it? afford: to have enough money to buy or pay for something 買得起, 付得起 e.g. The apartment is too expensive for me to afford it. 公

51、寓太貴， 我負(fù)擔(dān)不起。 (To be continued) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Structure Analysis: “where the buyerselling it” is an attributive clause, with “where” functioning as a relative adverb. The clause modifies the antecedent “the price point”. e.g. This is the place where I was born twenty years ago. 這正是二 十

52、年前我出生的地方。 Translation: 什么是產(chǎn)品價格的平衡點，既讓顧客買得起又讓你 的公司能從銷售中獲利？ (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 9. (Para. 5) Where and when can you get across your marketing messages to your target market? Paraphrase: By what means and at what time can you send your marketing messages to your target market? get

53、sth. across (to sb.): to make people understand something 使理解，使明白；表達 e.g. He sometimes has trouble getting his meaning across in English. 他有時難以用英語表達自己的意思。 Translation: 你將在何時以何種渠道把你的市場營銷信息傳遞 到你的目標(biāo)市場？ (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 10. (Para. 6) The 4Ps model is just one of many marketing mi

54、x lists that have been developed over the years. Paraphrase: Over the years, many marketing mix models have been developed and the 4Ps model is just one of them. Structure Analysis: “thatthe years” is an attributive clause and it modifies the antecedent “l(fā)ists”. e.g. Rock is one of the marketers tha

55、t have been very successful over the past year. 在過去的一年里，Rock是公司非常成功的市場 營銷人員之一。 Translation: 4P模式是在這些年發(fā)展起來的眾多市場營銷組合理 論中的一種。 (The end) Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 市場營銷與市場營銷組合市場營銷與市場營銷組合 Para. 1 什么是市場營銷？許多市場營銷人員剛進入該行業(yè) 熟知的定義就是： 在適當(dāng)?shù)臅r間，以適當(dāng)?shù)膬r格，經(jīng)適當(dāng)?shù)那?，銷售適當(dāng)?shù)?產(chǎn)品。 Para. 2 這很簡單！你只需要創(chuàng)造出某一特定人群所需要的 產(chǎn)品，把該產(chǎn)品放在這些

56、人經(jīng)常光顧的某個地方銷售，并把這 個產(chǎn)品價格定位在消費者認(rèn)為他們能夠從中獲得相匹配的價值 水平，并且在他們想購買該產(chǎn)品時做好這一切。于是你就完成 該產(chǎn)品的市場營銷了！ Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Para. 3 這種想法有些道理。然而，即使你只是把其中的 一個因素弄錯了，那也會帶來災(zāi)難。你可能被置于這樣的一 種境地：在一個燃料很便宜的國家推銷一種能驚人地節(jié)約燃 料的汽車，或者在新學(xué)期開始后才出版教科書，亦或以一種 過高或過低的價格銷售產(chǎn)品以至于無法吸引目標(biāo)顧客。 Para. 4 當(dāng)你思考生產(chǎn)產(chǎn)品或提供服務(wù)的計劃時，市場營 銷組合是一個很好的出發(fā)點，它可以幫助你

57、避免這些錯誤。 市場營銷組合和4P常常被看作是彼此的同義詞。4P指的是： 產(chǎn)品（或服務(wù)） 價格 渠道 促銷 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Para. 5 理解4P的一種好方法就是通過提問來定義市場 營銷組合。下面的一系列問題可以幫助你理解和定義營 銷組合的四個要素： 產(chǎn)品產(chǎn)品 顧客想要從產(chǎn)品或服務(wù)中獲得什么？該產(chǎn)品或服務(wù)能滿 足什么需求？ 該產(chǎn)品或服務(wù)需要具備哪些特征以滿足這些需求？ 顧客將如何使用，在什么地方使用該產(chǎn)品？ 價格價格 產(chǎn)品或服務(wù)對顧客的價值是什么？ 什么是產(chǎn)品價格的平衡點，既讓顧客買得起又讓你的公 司從銷售該產(chǎn)品中獲利？ 你的產(chǎn)品定價如何與同行競

58、爭？ Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 渠道渠道 顧客會在什么地方尋找你的產(chǎn)品或服務(wù)？ 如果他們在商店尋找，那會是在何種類型的商店？是在專 賣店還是在超市，還是兩者都有可能？ 你將如何進入這些產(chǎn)品分銷渠道？ 促銷促銷 你將在何時以何種渠道把你的市場營銷信息傳遞到你的目 標(biāo)市場？ 你會以何種方式將產(chǎn)品廣告?zhèn)鬟f給你的受眾：通過報紙， 電視還是廣播，或者是廣告牌？或者是通過直接的市場郵寄 廣告？或者是通過公共關(guān)系？還是通過網(wǎng)絡(luò)？ Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Para. 6 4P模式是在這些年發(fā)展起來的眾多市場營銷組合 理論中的一種。近年來

59、發(fā)展起來的其它市場營銷模式主要有： 布姆斯和比特納提出的7P模式（有時候也被稱為擴展市場營 銷組合，它包括前4P，再加上人、過程及物質(zhì)環(huán)境三個要 素）；還有羅伯特.勞朋特的4C模式（即顧客、成本、便利和 溝通）。 Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Task 1 1. What is the definition of marketing? 2. How many marketing mix models are given in the text? What are they? Comprehension Work in pairs and answer the f

60、ollowing questions about the Text. It is putting the right product in the right place, at the right price, at the right time. Three marketing mix models are given. They are the 4Ps, the 7Ps and the 4Cs. Back 新境界職業(yè)英語綜合教程2精華版 課件 unit 1 Task 1 3. What elements does the 4-P marketing mix include? 4. Wha