商務(wù)英語(yǔ)閱讀-Unit-5

商務(wù)英語(yǔ)閱讀-Unit-5第一頁(yè)，共25頁(yè)。Unit5Promotion第二頁(yè)，共25頁(yè)。ContentsWarm-upComprehensiveReading

TextA:SalesPromotionTextB:P&G’sDigitalSpendingPracticalReadingPromotionPlan3第三頁(yè)，共25頁(yè)。Warm-upI.ReadthenewsonP.54anddiscussthequestions.1.Whenwasthe“@tweetacoffee”programlaunched?2.HowmuchmoneyhadtheprogrampromptedtillDec.8,2013?3.WhatisTweet-a-Coffee?4.Howdidcustomersusetheprogram?5.WhatbenefitsdoyouthinkStarbuckswillgetfromtheprogram?4第四頁(yè)，共25頁(yè)。Warm-upI.ReadthenewsonP.54anddiscussthequestions.1.Whenwasthe“@tweetacoffee”programlaunched?OnOct.28,2013.2.HowmuchmoneyhadtheprogrampromptedtillDec.8,2013?About$180,000.3.WhatisTweet-a-Coffee?Tweet-a-Coffeeletscustomersgivea$5giftcardtoafriendbyputtingboth“@tweetacoffee”andthefriend’shandleinatweet.5第五頁(yè)，共25頁(yè)。Warm-upI.ReadthenewsonP.54anddiscussthequestions.4.Howdidcustomersusetheprogram?UsershadtolinktheirStarbucksaccountstoTwitterandtheircreditcardstotheaccounts.5.WhatbenefitsdoyouthinkStarbuckswillgetfromtheprogram?Moreconsumers,moresales,moreprofitGainpopularity6第六頁(yè)，共25頁(yè)。II.MatchtheEnglishphrasestotheChineseequivalents.(

)1.specialistretailer(

)2.merchantwholesaler(

)3.exclusiveagent(

)4.distributionchannel(

)5.specialtystore(

)6.physicaldistribution(

)7.departmentalstore(

)8.effectivedemand(

)9.directselling(

)10.virtualstoreA. 百貨商店B. 實(shí)體分配C. 獨(dú)立批發(fā)商D. 網(wǎng)上商店E. 分銷(xiāo)渠道F. 專(zhuān)賣(mài)店G. 有效需求H. 專(zhuān)業(yè)零售商I. 獨(dú)家代理商J. 直銷(xiāo)CBEDIFAGHJ第七頁(yè)，共25頁(yè)。ComprehensiveReadingTextA第八頁(yè)，共25頁(yè)。ComprehensionI.AnswerthefollowingquestionsaccordingtoTextA.1.Whatissalespromotion?2.Whatarethemainfeaturesofsalespromotion?3.Whatarethefunctionsofsalespromotion?4.Whatsalespromotionactivitiescanafirmusetopromotesales?5.Whichsalespromotionactivitymeansloweringthepricesoftheproducts?9第九頁(yè)，共25頁(yè)。ComprehensionI.AnswerthefollowingquestionsaccordingtoTextA.1.Whatissalespromotion?Salespromotionisdefinedasthemediaandnon-mediamarketingattemptatpersuasion.Itisusedforapredeterminedandlimitedperiodoftimetostimulatetrial,increaseconsumerdemand,orimproveproductquality.2.Whatarethemainfeaturesofsalespromotion?Salespromotionusuallyoperatesonashorttimeline,encouragesanimmediatesaleandcontributeshighlytoprofitability.10第十頁(yè)，共25頁(yè)。ComprehensionI.AnswerthefollowingquestionsaccordingtoTextA.3.Whatarethefunctionsofsalespromotion?(1)Itisaneffectivetooltoconvinceretailerstocarryaproductorinfluenceconsumerstoselectit.(2)Itisoftenusedtostimulateconsumersandresellerstochoosethatproductoverthecompetitor’s.(3)Ittendstoworkbestwhenitisappliedtoimpulseitems.4.Whatsalespromotionactivitiescanafirmusetopromotesales?Buy-One-Get-One-Free(BOGOF),newmedia,freegifts,discounts,jointpromotions,freesamples,coupons,vouchers,etc.5.Whichsalespromotionactivitymeansloweringthepricesoftheproducts?Discounts.11第十一頁(yè)，共25頁(yè)。II.DecidewhetherthefollowingstatementsareTrue,False,orNotGivenaccordingtoTextA.1. Thepopularityofsalespromotionhasgrownsteadilyinrecentyears.2. Consumerdemandcanbeincreasedthroughsalespromotion.3. Salespromotionoftenoperatesonashorttimeline.4. Awarenessbuildingisthemarketingobjectiveinmaturitystagesoftheproductlifecycle.5. Salespromotioncansupplementtheadvertisingeffortinmarketing.6. Nestleusednewmediatopromotesalesofitsproducts.7. Jointpromotionscanonlypromotesalesforthehostcompany.8. Whenacustomeracceptsthefreesample,hemustmakeapurchase.9. Acustomercanpurchaseaproductatalowerpricebyusingcoupons.10. Acombinationofsalespromotionactivitiescanbeusedinthesamemarketingcampaign.(

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)NGTTFNGTFFTNGComprehension第十二頁(yè)，共25頁(yè)。I.MatchtheEnglishphrasestotheChineseequivalents.(

)1.massadvertising(

)2.potentialconsumers(

)3.Buy-One-Get-One-Free(

)4.newmedia(

)5.individualcodes(

)6.freegift(

)7.jointpromotions(

)8.freesample(

)9.consumerdemand(

)10.targetcustomersA. 免費(fèi)贈(zèng)品B. 免費(fèi)樣品C. 買(mǎi)一送一D. 目標(biāo)顧客E. 新媒體F. 潛在顧客G. 大眾廣告H. 消費(fèi)者需求I. 聯(lián)合促銷(xiāo)J. 個(gè)人代碼GFCEJAIBHDVocabulary第十三頁(yè)，共25頁(yè)。II.Fillintheblankswithwordsorphrasesgiven.Changetheformwherenecessary.persuasion predetermine stimulate liquidatecorrespondingsticker coupon rebate voucher redeemable1. Thesevouchersare__________againstanyfuturepurchase.2. Wewereforcedto________someofourassetstopaythedebts.3. JapanesechainstoreMujidistributeddiscount________initsphysicalstorestoencourageonlineorders.4. Thecontractsareagreementstobuyorselltreasurybondsata_____________priceandsetdate.5. Customersaretobenefitfroma______ontheirbills.redeemableliquidatecouponspredeterminedrebateVocabulary第十四頁(yè)，共25頁(yè)。II.Fillintheblankswiththewordsgivenbelow.Changetheformwherenecessary.persuasion predetermine stimulate liquidate correspondingsticker coupon rebate voucher redeemable6. Theyarepreparing_____________measurestocopewiththepossibleriseinprice.7. A______onthebagcaughtmyinterest.8. Theboomingdevelopmentofe-commercehelped________sales.9. Makingeyecontactisconsideredaneffectivewayof__________.10. Thewinnerswilleachreceivea_______forapairofcinematickets.correspondingstickerstimulatepersuasionvoucherVocabulary第十五頁(yè)，共25頁(yè)。ComprehensiveReadingTextB第十六頁(yè)，共25頁(yè)。ComprehensionI.AnswerthefollowingquestionsaccordingtoTextB.1.WhydoesP&GspendmoremarketingbudgetondigitalmediaintheU.S.thisyear?2.Whatdoestheincreaseofspendingondigitalmediaindicatetotraditionaladvertisingmedia?3.WhatrolesdodigitalmediaplayinpromotingP&G’sproducts?4.HowdidP&Gbuilditsbusiness?5.WhatarethemainproductsofP&G?17第十七頁(yè)，共25頁(yè)。ComprehensionI.AnswerthefollowingquestionsaccordingtoTextB.1.WhydoesP&GspendmoremarketingbudgetondigitalmediaintheU.S.thisyear?BecauseAmericansforthefirsttimeareexpectedtospendmoretimeonlinethisyearthanwatchingtelevision.2.Whatdoestheincreaseofspendingondigitalmediaindicatetotraditionaladvertisingmedia?Ithighlightsthethreattotraditionaladvertisingmedia.3.WhatrolesdodigitalmediaplayinpromotingP&G’sproducts?DigitalmediainmanycasesisprovingtobeafasterandcheaperwayforP&G’sbrandstoreachconsumers,andfeedbackisalsofaster.18第十八頁(yè)，共25頁(yè)。ComprehensionI.AnswerthefollowingquestionsaccordingtoTextB.4.HowdidP&Gbuilditsbusiness?P&Gbuiltitsbusinessondeepconsumerresearchandpremiumproducts.5.WhatarethemainproductsofP&G?P&GmakeseverydayitemsfromTidedetergenttoCresttoothpaste,includingPampersdiapers,Secretdeodorantandsoon.19第十九頁(yè)，共25頁(yè)。I.MatchtheEnglishphrasestotheChineseequivalents.(

)1.marketingbudget(

)2.digitalmedia(

)3.chiefexecutiveofficer(

)4.traditionaladvertising(

)5.socialmedia(

)6.consumerresearch(

)7.premiumproduct(

)8.mobiletechnology(

)9.mobiledevice(

)10.consumerpackagedgoodsA. 傳統(tǒng)廣告B. 優(yōu)質(zhì)產(chǎn)品C. 數(shù)字媒體D. 社會(huì)媒體E. 移動(dòng)設(shè)備F. 營(yíng)銷(xiāo)預(yù)算G. 移動(dòng)技術(shù)H. 包裝消費(fèi)品I. 消費(fèi)者研究J. 首席執(zhí)行官FCJADIBGEHVocabulary第二十頁(yè)，共25頁(yè)。II.Fillineachblankwiththeproperformofthewordgiveninthebrackets.1. Anextrabudgetforthecurrent_____(fiscal)yearwillbecompiledonDec.12attheearliest.2. Recentevents____________(demonstration)theneedofchangeinpolicy.3. Thedealwillenablean_________(estimate)389millionChineseonlinevideouserstowatchMandarin-dubbedandsubtitledNickelodeonprogrammingonSohu’ssite.4. Televisionisnota______(typically)advertisingplatformforindustrieslikeheavytrucks.5. TheimportanceoftheChineseparticipationwas_________(highlight)byFrenchPrimeMinister.fiscaldemonstratedestimatedtypicalhighlightedVocabulary第二十一頁(yè)，共25頁(yè)。II.Fillineachblankwiththeproperformofthewordgiveninthebrackets.6. ItismeanttoguidethePartyan