《商务英语综合教程》课件Unit 2 International Marketing

1、Unit 2Overview Vocabulary Collocations Reading Coffee cultureListeningAdapting to marketsLanguage reviewNoun compounds and noun phrasesSkills BrainstormingCase StudyZumo - creating a global brand International Marketing is the performance of business activities that direct the flow of a companys goo

2、ds and services to consumers or users in more than one nation for a profit. What is International Marketing?International brandsIs Coca-cola Chinese or American? The last stage of fitting the product to the market is fitting the market to the product .Clive James,Australian writer and broadcasterQuo

3、tationsClive James (born Vivian Leopold James on 7 October 1939) is an Australian author, critic, broadcaster, poet, translator and memoirist, best known for his autobiographical series Unreliable Memoirs, for his chat shows and documentaries on British television and for his prolific journalism. He

4、 has lived and worked in the United Kingdom since 1962.AThink of one brand in each of these categories which is marketed internationally. Starting Upfood drink electrical equipment clothing constructionBDiscuss these questions.1 What are the advantages for a company of expanding beyond its domestic

5、market?2 What kinds of problems do companies face when they go international?3 What methods can companies use to enter overseas markets? Starting UpAdvantages of overseas marketsBeing able to buy raw materials in large quantities at lower prices, and being able to spread administrative and other cos

6、ts over a large number of products sold. Problems include not understanding local tastes and habits, and not understanding the structure of local distribution networks.Problems in international marketing1. Modified products and promotional methods 2.Turbulent and unpredictable foreign market environ

7、ments. 3.Long distribution channels and many intermediaries. 4.International marketing managers marketing skills. 5.Diverse national laws (advertising, consumer protection, sales promotions, direct marketing, etc)6. Careful pricing decisions due to currency exchange rate fluctuations.7. More expensi

8、ve market research, can be extremely problematic. 8. Competitors behavior may be difficult to observe. 9. Special packaging and labeling.10. Problems include not understanding local tastes and habits, and not understanding the structure of local distribution networks.What methods can companies use t

9、o enter overseas markets?Indirect export: Exporters use an intermediary, such as an export agent, to deal with buyers in the overseas market.Direct export: Companies handle their own exports, for example by setting up overseas sales offices.Licensing: Companies sell the rights to use a manufacturing

10、 process, trademark or patent for a fee or royalty. Joint ventures: Two companies, for example an overseas firm and a local one, may work together to develop a particular market.Cross-cultural marketing is defined as the strategic process of marketing among consumers whose culture differs from that

11、of the marketers own culture at least in one of the fundamental cultural aspects such as:LanguageReligionSocial norms and valuesEducation; andThe living styleGlobal Environmental Scan - CultureAComplete these statements with suitable expressions from the box.buying habitsmomentary regulations Vocabu

12、lary1 Because of tight _ company profits could be taken out of the country.2 Red tape and other examples of _ hinder a companys entry into a market.3 The country is attractive to exporters because it has enjoyed _ for the last 50 years.4 The purchasing behavior of consumers can be described as their

13、 _. 5 The _ is improving leading to a rise in employment. 6_is a term used by economists to describe how wealth is shared in a countryeconomic situationgovernment bureaucracyincome distributionpolitical stabilityCollocations BDiscuss these questions. Vocabulary1 What are some of the main benefits of

14、 political stability?2 How would you describe the present economic situation of your country compared to 10 years ago?3 Is it possible to achieve equal income distribution in a country? Explain why or why not.Collocations Is it possible to achieve equal income distribution in a country? No. Its abou

15、t the value we put in. Not all people can put the same value and consequently they cant have the very same income.Itll be unfair to equalize the income while getting different values from people.No, this has been tried in the Soviet Union, China, North Korea, and many other countries. It has failed

16、dismally in all because humans dont like to share.Unfortunately, this is part of our genetic make up as a survival trait. Greed is inbuilt in us all, as is communal sharing; some lean more to one side than the other.Nice idea, just doesnt work in practice due to the fact that some people will always

17、 be greedy and corrupt.CLook at the words and phrases below. Underline the odd one out.a) growing market c) expanding market b) developing market d) declining marketa) questionnaire c) promotion b) focus group d) surveya) market sector c) market segment b) market research d) market nichea) internati

18、onal market c) domestic market b) overseas market d) worldwide marketa) launch a product c) bring out a product b) withdraw a product d) introduce a producta) slogan c) discount b) free sample d) special offera) retailer c) wholesaler b) distributor d) manufacturer Vocabulary dcbcb daCollocations DC

19、omplete this exercise and then compare answer with a partner. Vocabulary1 Give an example of an expanding market in your country.2 Give some examples of products or services which are targeted at niche markets.3 Another name for a home market is a _ market. 4 If a product has a design fault a compan

20、y may decide to _it, correct the fault and relaunch it at a later date.5 Just do it is an example of a _.6 Whats the difference between a retailer and a wholesaler? domestic withdraw sloganCollocations Niche market: the market on which a specific product is focused. The market niche defines as the p

21、roduct features aimed at satisfying specific market needsAAnswer these questions.1 Which hot drinks are popular in your country?2 What is your favorite drink?3 Which five words do you associate with coffee? Coffee cultureReading When you visit a Chinese family, people will offer you a cup of tea .Ho

22、w to use coffee cup The right way is ,thumb and index pinch the handle ,then hold the cup. If you visit an American family, people will offer you a cup of coffee . Coffee Culturea chain coffee shop from AmericaStarbucks located in many cities of China usually in downtown & a good location Well-known

23、 coffee shops in China Why do young people like Starbucks? Reason1 : roast its own coffee beansReason 2: create a comfortable & casual atmosphere Reason 3:offer different kinds of coffeephrase-using一杯满是泡沫的卡布奇诺咖啡一杯振奋精神的浓咖啡一杯拿铁咖啡文化大一统最微妙的差异也能体现出来风行的咖啡文化高档街区1. a frothy cappuccino 2. a heart-starting es

24、presso 3. a caffe latte4. homogeneous culture5. subtle differences will not have been lost (L15)6. mass-market coffee culture (L34)7. upmarket districts Word-usingspring up (L37)to appear, develop, grow quickly or suddenly e.g. Weeds are springing up everywhere.New houses were springing up all over

25、the town. phrase-using8. Whole or ground coffee beans (L55) 9.the Starbucks living- room-in-a-coffee house format (L97) 10. Fortune and fame,however,have not come without critics. (L113)11. any novelty from abroad arouse curiosity (L132)颗粒完整的或磨碎的咖啡豆星巴克的把客厅搬进咖啡店的模式然而伴随名利而来的还有批评。任何来自海外的新鲜玩意儿总能引起好奇心。Wo

26、rd-usingvisualise (L80)vt. 想象，设想使可见；使具体化（等于visualize）e.g. Anyone who knows the Starbucks story can alreadyvisualise potential outlets in the most fashionable neighbourhoods of the regions capital cities.任何了解星巴克故事的人，都不难想象这一未来的场景：在南美各国首都最时尚的地段，都会有星巴克店铺开张。 Word-usinglicence (L88) vt. give official perm

27、ission to do business 批准，许可；颁发许可证 n. 许可证，执照；特许e.g. shops licenced(licensed) to sell tobacco 准许经销烟草的商店franchise (L90) vt. grant a franchise to sb 给以特许（或特权） n.特许(经营)权e.g. She has recently franchised her business. 她最近已出售了其公司的特许经营权。 fast-food franchisesLicencing: A licence may be granted by a party(“lic

28、encor”) to another party (licencee) as an element of an agreement between those parties. A shorthand definition of a license is “an authorization(by the licencor)to use the licenced material(by the licensee)”Franchising: the practice of using another firms successful business model; which is an alte

29、rnative to building chain stores to distribute goods that avoids the investments and liability of chain.BRead the article quickly and identify the country or countries where the statement is true. Argentina Peru Chile Brazil Colombia Venezuela Mexico the USPeople in this country would rather drink t

30、ea than coffee.People in his country would rather drink instant coffee.In this country coffee is usually free after dinner in restaurants.In this country people drink 345 cups of coffee a year.In this country people drink 4kg of whole or ground coffee beans per year.ChileChileThe USBrazilArgentina,

31、Peru Coffee cultureReading Coffee cultureAnswer these questions.1 Where and when did Starbucks begin?2 How many stores does it own in a) North America? b) the rest of the world?3 How many stores does it allow others to operate in a) North America? b) the rest of the world?CReadingPike Place Market,

32、Seattle in 1971.a) 3,907 b)437a) 1,378 b)1,180Answer these questions.4 Which overseas market did Starbucks enter first?5 In what sort places can you find Starbuckss sales-points?6 According to the article what four problems has Starbucks had? CJapanairline offices, sports stadiums, hotels, bookshops

33、home market situation, bad experience in Japan, security problems in Israel, opposition from the anti-globalization movement Coffee cultureReadingWhich of the following verbs can form a word partnership with a) product, b) a market?D1 retreat from 4 break into 7 saturate 10 roll out2 launch 5 penetr

34、ate 8 withdraw 11 license3 pull out of 6 introduce 9 get a foothold in 12 phase out a) product: 2, 6, 8, 10, 11, 12b) a market: 1, 3, 4, 5, 7, 9 Coffee cultureReadingDWhich of the verbs in Exercises D are connected to a) entering a market, b) leaving a market? Use a good dictionary to help you.1 ret

35、reat form 4 break into 7 saturate 10 roll out2 launch 5 penetrate 8 withdraw 11 license3 pull out of 6 introduce 9 get a foothold in 12 phase out entering a market : 2, 4, 5, 6, 9, 10, 11b) leaving a market : 1, 3, 7, 8, 12 Coffee cultureReading2.1 Listen to the first part of the interview with Paul

36、 Smith, a marketing specialist. What questions should you consider before entering an overseas market? AListeningAdapting to markets2.1 mp3Is the marketplace really attractive or not?Is there a real need for your product?Who would the customers be?Can they pay for it?Can you beat the present or futu

37、re competition?Do you need a local partner?How easy is it to trade there(taxes, barriers, borders, customs complications)?Are there any unusual cultural characteristics to take into account?B2.2 Listen to the second part of the interview. What problems or challenges does Paul Smith mention? Differen

38、ce in language, literacy, color, the meanings of gestures, culture, media availability, legal restrictions.ListeningAdapting to markets2.2 mp3ListeningAdapting to marketsCWhat problems might a foreign producer of the following products have in trying to market their goods in your country: a) luxury

39、cars, b) shampoos, c) breakfast cereals? Noun compounds and noun phrases1 A compound noun is more than one words together. Noun compounds are common in business because they are shorter and more convenient than noun phrases. For example: an export license rather than a license to exporta consumer pr

40、otection law rather than a law for the protection of consumer2 Longer noun phrases are also common. They may consist of adverbs, adjectives and compound noun. The following pattern is typical:AdverbAdjectives/-ing participleNoun/GerundHead Nounincreasinglydifficultlong-termexpandingmarketmarketingov

41、erseasconditionsstrategysalesLanguageReviewAFind noun phrases in the article on page 16 which have similar meanings to the phrases below.1 the key facts about someone who buys goods or services (paragraph 3)2 the activity of visiting outlets that sell hot beverages to a lot of people (paragraph 6)3

42、places that sell unusual products that are different in some way (paragraph 7)4 the amount of goods or materials used by each person in a particular period of time (paragraph 8)5 a group of people trying to stop international companies controlling the world economy (paragraph 13)Noun compounds and n

43、oun phrasesLanguageReviewconsumer profilemass-market caf culturespecialty shopsper capita consumptionAnti-globalization movementBOne word in each group does not make a compound noun with the word in bold. Cross it out.marketing campaign/budget/leader/strategymarket research/survey/check/sectorproduc

44、t market/range/features/manageradvertising campaign/exchange/agency/sloganbrand awareness/loyalty/image/contractsales figures/conditions/forecast/targetsprice promotion/rise/product/rangeNoun compounds and noun phrasesLanguageReview_CThe words in each of the noun phrases below are in the wrong order

45、. Write the phrases in their correct form.1 impressive figures sales really2 department new public relations3 highly research market ambitious programme4 overseas expanding operationsNoun compounds and noun phrasesLanguageReviewreally impressive sales figureshighly ambitious market research programm

46、enew public relations departmentexpanding overseas operationsCThe words in each of the noun phrases below are in the wrong order. Write the phrases in their correct form.5 rapidly sheet balance improving6 extremely rate exchange volatile7 highly marketing report confidentialrapidly improving balance

47、 sheetextremely volatile exchange rate highly confidential marketing reportNoun compounds and noun phrasesLanguageReview BrainstormingABrainstorming is a useful way of generating creative ideas in meetings. Decide which tips below are good advice and which ones you disagree with. Then compare your a

48、nswers with a partner.1 Explain the purpose of the meeting clearly.2 Ask each person to speak in turn, starting with the most senior.3 Announce the time limit for the meeting.4 Avoid criticizing or judging ideas during the session.5 Encourage ideas, however unusual they may be.6 Dont interrupt when

49、people are offering suggestions.7 Make sure everyone keeps to the point.8 Dont spend time on details.SkillsB2.3 Listen to the first part of an authentic brainstorming meeting between three members of the Marketing Department at Business Solutions Limited. Then answer these questions.1 What is the pu

50、rpose of meeting? 2 What types of promotion are mentioned by participants?To develop promotional ideas for the Business Solutions website.Advertising on television and radio; online promotion; direct mailing; press advertising in traditional newspapers, business magazines and journals. Brainstorming

51、Skills2.3 mp3C2.4 Now listen to the rest of the meeting and answer these questions. 1 What other ideas for promoting the website are mentioned by participants?2 When is the next meeting? What information will the participants get then?Send a mailing to the names of the contact base, containing a bro

52、chure and/or a CD room; an event, for example on a river boat; billboard advertisingNext meeting in three weeks; information on the budget and the cost of the different promotional activities BrainstormingSkills2.4 mp3DMatch the comments made by the participants to the headings in the Useful languag

53、e box below. (Some comments can be put under more than one heading.) BrainstormingSkills1 Fire away.2 Excellent!3 I think wed reach a wide audience4 We should definitely do some of that/5 Absolutely!6 What about press advertising?7 That might be one way8 Would it be worth it sponsoring some kind of

54、event?9 It would be great to do a presentation. 10 What about that? Useful language BrainstormingSkillsStating objectives The purpose of the meeting is toWhat we need to achieve today isOur objective here is toEncouraging contributionsDont hold back.Say whatever comes to mind.Any other ideas? Expres

55、sing enthusiasm Thats great!Thats the best idea Ive heard for a long time.Thats an excellent suggestion. Making suggestionsI think we could I suggest we One thing we could do isAgreeingYes, thats a good idea because Exactly because Youre (absolutely) right because BrainstormingEChoose one of the sit

56、uations below and hold a brainstorming meeting.Skills1 Your company has developed a new sports or music magazine. Brainstorm ideas for an advertising campaign.2 Your company will shortly be receiving a visit from some important European businesspeople who wish to set up a joint venture with your fir

57、m. Brainstorming ideas for suitable gifts for the three European visitors.BackgroundCompany Type Based in HistoryDeveloped nationally, then globally, with acquisitions worldwideMethodsProductsZumospafood and drinksValencia, SpainInnovative advertising and marketing; careful selection of products; ma

58、rketing round the world through regional officesmany food and drink products, household namesCASE STUDYZumo-creating a global brandBackgroundSales ProfitPosition in Zumospas product portfolioAmbitions30 million, 20% of Zumospas total sales4.5 millionto make Zumo a global brandCASE STUDYZumo-creating a global brandCash cowListening2.5 Listen to this excerpt from a radio programme, Business Today. Ricardo Gonzales, Zumospas President, discuss Zumospas plans to globalize.CASE STUDY2.5 mp3Zumo-creating a glob