新境界职业英语综合教程2精华版unit 1

1、.Approaching WorkplaceWorkplace CommunicationMini Text TextGrammar ReviewApplied WritingSyndicate Activities.Task 1Work in pairs. Talk about what the following products are.Approaching WorkplaceBackelectric unicyclebicycle lamp toastermotorcycle car.Now discuss the questions below and then report to

2、 your class.1. What are the above products used for?Task 2Electric unicycle is the smallest, greenest, most convenient “People Mover”. It is compact and fun to ride.A bicycle lamp is for lighting the roadway, and it is very helpful to the rider who rides at night.A toaster is designed to toast diffe

3、rent types of delicious bread.A motorcycle car is a kind of fashionable car to ride.Back.2. What price can you guess? Do you think its reasonable or too high for you?3. Where can you buy these products?Task 2Electric unicycle: about￥3000 Bicycle lamp: about ￥100 Toaster (多士烤机): about￥500 Motorcycle

4、car: from￥80,000BackElectric unicycle: sports shops, motorcycle shops Bicycle lamp: bicycle shops, sports shops Toaster: supermarkets, house aware shops, electric appliance shopsMotorcycle car: motorcycle shops.4. What does the picture in the center tell us? 5. How does a manufacturer communicate a

5、new product to consumers? Task 2If the price of a product is too high, there are fewer people to buy it. If the price is too low, there are too many people to buy it.BackThey inform consumers by advertising. .Workplace CommunicationBack. You will hear five statements. Listen to them carefully and ma

6、tch each statement with the corresponding picture.Statements 1 2 3 4 5Picturesed cbaBack.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

7、 of hybrid car that can use either petrol 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.3. Siemens runs a promotion on its washing machine offering 30 cashback. a. Right. b. Wrong. c. Not m

8、entioned.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.Use the Right WordHere are two groups of words frequently used in marketing. In

9、 each group, delete one word which does not go with the one in the circle.a promotionmakehavethe bossputa productpricesellmarketadvertiseBackpromotejoin.1. Volkswagen created a new model of hybrid car that can use either petrol or electricity.2. Alfa Romeo Company prices its new sports bicycle at $2

10、900.3. 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 BackWorkplace Communication.Listening InSituation: Jane and Peter are staff in the Marketi

11、ng 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.Model DialogueJane: Peter, who are the _ of our new products?Peter: EmI think athletes and those who regularly do sports

12、 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 some big stores.Jane: Good idea! Well, where are we going to sell our products? Peter: I think our main sales channels will be

13、 stores, supermarkets and hypermarkets.Jane: Sounds great!Listening Inpotential customerstarget customersmarketing toolssome TV commercialsBacksome free samples.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 r

14、ole-play it, you are expected to use the Mind Map below, but do NOT look at the model dialogue.Speaking OutScripts Back.Back.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, wh

15、at marketing tools can we use to launch the new products?Peter: Good question! Im 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 chan

16、nels will be stores, supermarkets and hypermarkets.Jane: Sounds great! Scripts Back.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-

17、conditioners.Listening InBack.in-store promotionsLabor Dayfeatures of the productpricesTV commercialsBack.Listen to the dialogue again and check your answers. Then role-play it with your partner by using the above Mind Map.Speaking OutBackScripts .Anna: Hi, Bill! As for our new air-conditioners, wha

18、t 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-store promotions will help. Anna: Yeah

19、, 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.Task 1Read the following Mini Text and find the word or expression that matches the context meaning given.a) _: a place or a position

20、 of somethingb) _: only, just c) _: able to be obtained, taken, or used d) _: done, occurring, or made only oncee) _: to make a reservationf ) _: to lift something from a lower to a higher positionlocationexclusivelyavailable one-offbookraiseMini TextBack.BackNoteWord TipsIts the time of year when w

21、e 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 theres a lot of pressure on a glass.Background Information.Back.raise v. 举起 available adj. 能得到的 location n

22、. 位置one-off adj. 一次性的book v. 预订exclusively adv. 仅仅 BackWord TipsCrate & Barrel: a 170+ store chain of American retail stores, based in Northbrook, Illinois, specializing in housewares, furniture and home accessories 拥有170多家分店的美国零售连锁店，专营家居用品Note.Translation of Mini Text一年中有这样一个时刻：在这个时刻,我们向家人和朋友们举

23、杯；我们向过去与未来举杯；我们向梦想与希望举杯。总之，我们把所有的重托都寄予这只杯。Back.Back梅赛德斯.奔驰汽车目前已开通以下地区的租赁服务日租价：从尼斯出发9英镑/天 从西班牙马拉加出发12英镑/天 从巴塞罗那出发 12英镑/天从伦敦塔桥出发 14英镑/天 从格拉斯高出发 9英镑/天另加一次性5英镑的准备费即将开通更多的租车点！现在就上网预订吧！easyR.1. Crate & Barrel (founded in 1962) is a 170+ store chain of American retail stores, based in Northbrook, Illin

24、ois, specializing in housewares, furniture (indoor and out), and home accessories. Its corporate name is Euromarket Designs, Inc. and it is majority-owned by Otto GmbH. Crate & Barrel has two sister stores. CB2 is a home furnishings division geared toward young adults created in 2000. The Land o

25、f Nod sells home furnishings and gifts for children. For more information, T can log in the website: http:/ be continued)Back.Back2. easyC, the low cost, online car hire specialist, is one of the leading international car rental brokers with a worldwide network of more than 3,500 car hire locations

26、in over 60 countries. easyCar offers a wide range of vehicles for your car hire from super-mini and compact cars to MPVs and luxury cars at great value for money. For more information, T can log in the website: http:/ be continued).3. Nice (尼斯) is a city in France; Malaga (马拉加) is a city in Spain; B

27、arcelona(巴塞罗那)is a city in Spain; London Bridge (伦敦桥) 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).Work with your partner and answer the following questions according to the Mini Text.Task 2P

28、air Work1. What does the first picture advertise?2. Who is the manufacturer of the product in the first advertisement? It advertises glasses.Crate & Barrel.Back.Pair Work3. What is the second advertisement for?4. How much does it cost to rent a car per day from London Bridge according to the sec

29、ond advertisement?5. How can customers book the service in the second advertisement?It is for renting cars.It costs19.Customers can book it through the website: easyR.Back.Reading TextReady to Go!Comprehension Task 1Task 2TranslationTask 1Task 2Vocabulary Task 1Task 2TextBack.Ready to go!Marketing a

30、nd Marketing MixI. Definition of Marketing: Putting the right product in the right _, at the right _, at the right _. II. Marketing Mix:Skim the Text for the key points and fill in the outline with necessary information.Reading TextBack4PsProduct_ placepricetimePricePlacePromotion.Ready to go!Proces

31、sesPhysical layoutReading TextBack4PsPeople_ III. Other Marketing Mix Models:7Ps+Customer_ 4CsCommunicationCostConvenience. Marketing and Marketing Mix What is marketing? The definition that many marketers learn as they start out in the industry is: Putting the right product in the right place, at t

32、he right price, at the right time. Its simple! You just need to create a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they wa

33、nt to buy. Then youve got it made!12Back. Theres a lot of truth in this idea. But if you get just 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 ye

34、ar, or selling an item at a price thats too high or too low to attract the people youre targeting. 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

35、are often used as synonyms for each other. The 4Ps are: Product (or Service) Price Place Promotion34Back. 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

36、: Product What does the customer want from the product or service? What 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 th

37、e product and your company can gain proper profit from selling it? How will your price compare with your competitors? 5Back. 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 di

38、stribution channels? Promotion Where and when 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. The 4Ps

39、 model is just one 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 physica

40、l layout) and Robert Lauterborns 4Cs (Customer, Cost, Convenience and Communication). Back610.1. (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 definition of marke

41、ting ismarketer: someone whose job involves encouraging people to buy a particular companys products, by deciding the price, type of customer, and advertising policy 市场营销人员；营销商e.g. Mike is a global manufacturer and marketer of differentiated chemicals. 迈克是精细化学品的全球制造商及营销商。Back(To be continued).Struct

42、ure 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. 皮特昨天买的那件衬衫很贵。Translation: 许多市场营销人员刚进入该行业熟知的定义就是Back(The end).2. (Para. 2) price it at a level which matches the val

43、ue they feel they get out of itParaphrase: (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. 定价，标价e.g. The assistant priced the garments before putting them on display. 营业员先给服装标好价格再摆出来卖。(To be continue

44、d)Back.Structure Analysis: “which matches the value” is an attributive clause, modifying the antecedent “level”; and “they feel they get out of it” is also an attributive clause, modifying the antecedent “value”.Translation: 把这个产品价格定位在消费者认为他们能够从中获得相匹配的价值水平(The end)Back.3. (Para. 3) But if you get ju

45、st 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 expect esp. disaster, danger or trouble 带来（尤指灾难，危险等）e.g. If your prospect customers lose interest in your new product, it may spell disaste

46、r to your firm. 如果你的潜在客户对你新产品失去了兴趣，那么这可能会给你的企业带来灾难。(To be continued)Back.Structure Analysis: “if youwrong” is an adverbial clause of condition. e.g. If it is fine tomorrow, well go to have a picnic. 如果明天天气好，我们会去野炊。Translation: 然而，即使你只是把其中一个因素弄错了，那也会带来灾难。(The end)Back.4. (Para. 3) You could be left p

47、romoting a car with amazing fuel-economy in a country where fuel is very cheap;Paraphrase: You would be 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. 陷入做某事的尴尬境地fuel-economy: fuel-s

48、aving 节省燃料(To be continued)Back.Structure Analysis: “where fuel is very cheap” is an attributive clause, modifying “country”.e.g. This is the cinema where I met him for the first time. 这就是我初次遇见他的电影院。Translation: 你可能被置于这样的境地：在一个燃料很便宜的国家推销一种能惊人地节约燃料的汽车；(The end)Back.5. (Para. 3) or selling an item at

49、a price thats too high or too low to attract 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 把作为目标 e.g. Their campaigns sp

50、ecifically target young people. 他们的竞选活动主要针对年轻人。(To be continued)Back.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. 丽莎太疲惫了以至于没法集中精力来做这项工作。Translation: 或者是以一种过高或过低的价格销售产品

51、，以至于无法吸引目标顾客。(The end)Back.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 in the same language 同义

52、词，近义词e.g. Dont mix up this pair of synonyms. 别把这组近义词混淆了。Translation: 市场营销组合和4Ps常常被看作是同义词。(The end)Back.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 to understand the 4Ps is by asking questions that help

53、explain the marketing mix. define: to describe clearly and exactly what something is 准确描述；给下定义e.g. Defining the word “love” can be very difficult. 很难给“爱情”一词下定义。(To be continued)Back. Structure Analysis: “that you need to ask to define your marketing mix” is an attributive clause, modifying the antec

54、edent “questions”. Translation: 理解4P的一种好方法就是通过提问来定义市场营销组合。(The end)Back.8. (Para. 5) What is the price point where the buyer can afford the product and your company can gain proper profit from selling it?Paraphrase: What is the right price of your product at which the buyer can afford it and at the

55、same time your company can get proper profit from selling it?afford: to have enough money to buy or pay for something 买得起, 付得起e.g. The apartment is too expensive for me to afford it. 公寓太贵，我负担不起。(To be continued)Back.Structure Analysis: “where the buyerselling it” is an attributive clause, with “wher

56、e” 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. 这正是二十年前我出生的地方。Translation: 什么是产品价格的平衡点，既让顾客买得起又让你的公司能从销售中获利？(The end)Back.9. (Para. 5) Where and when can you get across your marketing messages to your

57、 target market?Paraphrase: By what means and at what time can you send your marketing messages to your target market?get sth. across (to sb.): to make people understand something 使理解，使明白；表达e.g. He sometimes has trouble getting his meaning across in English. 他有时难以用英语表达自己的意思。Translation: 你将在何时以何种渠道把你的

58、市场营销信息传递到你的目标市场？(The end)Back.10. (Para. 6) The 4Ps model is just one of many marketing mix 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 attrib

59、utive clause and it modifies the antecedent “lists”.e.g. Rock is one of the marketers that have been very successful over the past year. 在过去的一年里，Rock是公司非常成功的市场营销人员之一。Translation: 4P模式是在这些年发展起来的众多市场营销组合理论中的一种。(The end)Back.市场营销与市场营销组合市场营销与市场营销组合 Para. 1 什么是市场营销？许多市场营销人员刚进入该行业熟知的定义就是： 在适当的时间，以适当的价格，经适

60、当的渠道，销售适当的产品。 Para. 2 这很简单！你只需要创造出某一特定人群所需要的产品，把该产品放在这些人经常光顾的某个地方销售，并把这个产品价格定位在消费者认为他们能够从中获得相匹配的价值水平，并且在他们想购买该产品时做好这一切。于是你就完成该产品的市场营销了！Back. Para. 3 这种想法有些道理。然而，即使你只是把其中的一个因素弄错了，那也会带来灾难。你可能被置于这样的一种境地：在一个燃料很便宜的国家推销一种能惊人地节约燃料的汽车，或者在新学期开始后才出版教科书，亦或以一种过高或过低的价格销售产品以至于无法吸引目标顾客。 Para. 4 当你思考生产产品或提供服务的计划时，市场营销组合是一个很好的出发点，