Unit1新职业英语市场营销英语-Unit1-Market-Survey-and-analysis

Unit1

MarketSurveyandAnalysis市场营销英语EnglishforSalesandMarketing-2-2023/2/3ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2023/2/3Warming-upActivityWarming-upActivity

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2Warming-upActivityTask1-4-2023/2/3Warming-up:Task11.c2.a3.e4.b5.d6.f

-5-2023/2/3Warming-up:Task21.D 2.B 3.C 4.A-6-2023/2/3ReadingActivityAReadingA:

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4ReadingA:

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2ReadingA:Task1Forbackgroundinformation,clickHERE.ReadingA

TierTale:HowMarketersClassifyCitiesinChinaUnilever’sLiptonMilkTeaisararesuccessstoryinChinaformarketerstryingtomovebeyondthethreefirst-tiercities:Beijing,ShanghaiandGuangzhouwhicharehometoChina’smostwell-heeledconsumers.UnileverhasdoneagreatjobwithLipton,especiallyintermsofclassifyingcitiesinChina.WhenmarketersenterChina,theytypicallyevaluatethecountry’scities,givingeachlocaleatierdesignation—mostadvertisersuseafour-orfive-tiersystem,althoughonemarketeractuallyhastenclassificationlevels.Acityisassignedtoatierbasedonthesize,purchasinghabits,disposableincomeofitspopulationandsoon.-7-2023/2/3声音翻译ReadingATieroneisreservedforBeijing,Shanghai,GuangzhouandsometimesShenzhen.Tiertwohasabout30cities,mostlyprovincialcapitalsthathaveapopulationofmorethan5millionpeople.Tierthreehasabout150countycapitals,eachofwhichhasmorethan1millionpeople.Tierfourcoversthousandsoftownsranginginsizefrom100,000to1millionpeople,andtierfiveincludesChina’ssmallesttownsandvillages.Evenwithinthisgeneralframework,marketerssegmentChinaindifferentways.Anta,oneofChina’sleadingsportswearbrands,segmentsthecountryinto10tiersforitsretailoutletsbasedonthepriceofrealestateineachtown.SoDalian,aseasideresort,ranksasafirst-tiercityforAntabutwouldbeconsideredtobethesecondtierbymostmarketers.-8-2023/2/3翻译ReadingASowecanseethattheclassificationofcitiesvariesdependingonacompany’sproductsandgoals.Everyonehasadifferentunderstandingofthetiersandthereareoftengreatrewardstobegainedinlower-tiercities.Lenovo,forinstance,iswrappingupayear-longroadshowthatvisited1,000fourth-andfifth-tiercitiesandtowns.Thoseareasaccountedformuchofthecompany’sdouble-digitgrowthinChinaduringthepastyear,despiteongoingpricewarswithlocalrivals.ConsumersincitiessuchasHangzhou,ShenzhenandDongguanoftenhavegreaterspendingpowerthanShanghaineseorBeijingersbecauseoftheirlowercostofliving.WhilethattrendletsluxurymarketerslikeLouisVuittonopenprofitableshopsinadozensecond-tiercities,smallercitiesremainanenormouschallengeformass-marketbrands.-9-2023/2/3翻译-10-2023/2/3ReadingA:Task1Beforereadingthepassage,discusswithyourpartnerswhatarethecriteriausedbyamarketertoclassifycitiesinChina.Population,purchasingpower,disposableincome,thepriceofrealestate,purchasinghabits,transportation,economicgrowth,economicoutput,geography,etc.-11-2023/2/3ReadingA:Task2BecauseLiptonMilkTeamovedbeyondthefirst-tirecities.Theyoftenevaluatecitiesandassignthemtodifferenttiersaccordingtosuchcriteriaassize,purchasinghabitsanddisposableincomeofpopulation.Four.Beijing,Shanghai,GuangzhouandsometimesShenzhen.Becausetheircompaniesmayhavedifferentproductsandgoals.Becausetherearegreatrewardstobegainedinthoseareas.-12-2023/2/3ReadingA:Task31.F 2.F 3.F 4.F 5.F-13-2023/2/3ReadingA:Task4(Openanswer)-14-2023/2/3ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-15-2023/2/3Listeningtask11.B 2.A 3.C 4.C-16-2023/2/3Listeningtask2Twoyears.It’sparticularlysuitableforwashingwoolenandsilkgarments.Shelikesverymuch.Shethinksit’samazing.Theprice.Becauseit’sabitexpensive.-17-2023/2/3Listeningtask31.F 2.F 3.T 4.F 5.F-18-2023/2/3Listeningtask4marketsurvey

feedbackpreparedtotryit.potential

shelfspace-19-2023/2/3Listeningtask51.distribution 2.feasible 3.thorough 4.spelling-20-2023/2/3SpeakingActivitiesSpeakingTask

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2SpeakingTask1-21-2023/2/3Speakingtask1A:Iwonderifyoucouldhelpmewiththisproblem.B:Yes,certainly.A:Thanks.Thatwouldbeagreathelpforme.-22-2023/2/3Speakingtask2Sample

A:Whatkindofclothesdoyouusuallyliketobuy?B:Iliketobuyjeansbecausetheyareneveroutoffashion.A:Whatbrandsdoyouusuallychoose?B:Well,IusuallychooseKappaandNike.-23-2023/2/3Speakingtask3Goodmorning,everybody.Thepurposeofthissurveyistoidentifystudents’clothesbuyinghabits.40studentswerequestionedaboutthebrand,style,materialandpricetheywouldtakeintoaccountwhenbuyingclothing.30studentsrespondedthattheywouldchooseno-brandclothesduetotheircomparativelylowerprice,andtherest10wouldchoosesomefamousbrands.25studentsprefercottonleisureclothes.Onereasonisthatcottonclothesarecomfortable;anotherreasonisthattheyarecheap.Whenaskedtheprice,38studentsexpressedthattheywouldchooseaffordableclothes.Thesurveyresultsindicatethatpriceisthekeyfactorinfluencingstudents’clothesbuyingbehavior.Leisureclothesaremoststudents’favorite.-24-2023/2/3Speakingtask4Sample1A:You’vedoneagreatjob!B:Really?I’msogladyouthinkso.A:I’mverypleasedwithyourwork.B:Thankyouverymuch.Sample2A:Iamreallydisappointedbyyourlackofeffortonthisproject.B:I’mterriblysorry.Iwasinpoorhealthduringthatperiod.A:Oh,butnexttimeyouneedtobemorefocused.-25-2023/2/3ReadingActivityBReadingB:

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2ReadingB:Task1ReadingBQuestionnaireonFoodPurchaseThisquestionnaireaimstomeasurepeople’sconsumptionhabitsaswellasthefactorsthatcaninfluencepeople’spurchasingdecisionsforfunctionalfoodproducts.Allinformationinthequestionnairewillbetreatedwiththestrictestconfidentialityandweguaranteenoinformationwillberevealedthatcouldlinkaparticularrespondenttothisresearch.Thequestionnaireisdividedintothreesections.Thefirstsectionasksquestionsabouttherespondent’sbackground,thesecondsectionisaboutpeople’sconsumptionhabits,andthethirdsectionasksquestionsaboutdifferentinfluentialfactorsforconsumers’purchasingdecisions.Thereisno“right”or“wrong”answertothequestionsinthissurvey.Pleasetakeasmuchtimeasyouneedtocompletethequestions.-26-2023/2/3translationReadingBSectionI:Respondent’sbackgroundinformation1.Gender☐Male☐Female2.Agegroup☐Lessthan18☐25—30☐36—40☐45+☐18—24☐31—35☐41—453.Educationlevel☐Highschoolorbelow☐Undergraduate☐PhD☐College☐Postgraduate4.Incomepermonth(RMB)☐1,000orless☐2,001—3,000☐4,001—5,000☐1,001—2,000☐3,001—4,000☐5,001orabove-27-2023/2/3translationReadingBSectionII:Purchasinghabits&attitudes5.Frequencyoffunctionalfoodspurchasing☐Onceperweek☐Oncepermonth☐Onceperhalfyear☐Oncein15days☐Onceinthreemonths☐Onceperyearormore6.Averagespendingonfunctionalfoodspermonth(RMB)☐1,001orabove☐601—800☐201—400☐100orbelow☐801—1,000☐401—600☐101—2007.Sourcesofinformationaboutthefunctionalfoods☐Magazines☐TV☐Referencegroup☐Internet☐Wordofmouth☐OthersSectionIII:Factorsaffectingpeople’spurchasingdecisions☐Taste☐Organicingredients☐Specificneed☐Promotion☐Price☐Sourceofnutrients☐Healthbenefits☐Brand-28-2023/2/3translation-29-2023/2/3ReadingB:Task1Supposeyouarearespondentofthesurvey.Completethequestionnaireasdirected.(Openanswer)-30-2023/2/3ReadingB:Task21.d 2.i 3.a 4.b 5.c 6.j 7.e 8.f 9.g 10.h-31-2023/2/3ReadingB:Task3市场分析有两种不同的表现形式。第一种形式是投资者用以进行市场研究，确定市场走势，以做投资决策的方法。第二种形式是营销商分析目标客户市场并确定增加销售额、提高收益率的最佳方案的范围。-32-2023/2/3WritingThebarchartindicatesthatdifferentchannelsforChinesepeopletogettoknowcosmetics.Ascanbeseenfromthechart,84%respondentsgettoknowcosmeticsfromadsonTV,Internet,newspaperandmagazines.Thisrevealsthatadsarestillthemosteffectivewaytopromoteproducts.Whilethetraditionalmedia,namely,printmediaandaudiovisualmedia,haveremainedabigpartinpeople’sdailylife,theInternetisbecomingamajorchannelpeoplegettoknownewproducts.Inaddition,wordofmouthisalsoagreatmarketingtool.Inbrief,advertisingstillplaysaveryimportantroleinproductpromotion,thusmanufacturersshouldfocusonboththetraditionalandnewmediatoadvertisetheirproducts.-33-2023/2/3ProjectThisprojectenablesSstogothroughthewholeprocessofmarketresearch.Inordertocompleteitsuccessfully,Ssshouldusetheknowledgeandskillsthey’velearnedfrompreviousactivities.Thetaskrequiresthemtogatherinformationonacertainproducttheywouldliketoanalyze.Theyneedtocarryoutamarketresearchbyhandingoutquestionnairestotheirclassmates.Withafullanalysisofcustomerneeds,Sscansummarizethesurveyresultsandformacompleteideaoftheirproductbywritingananalysisreportonit.-34-2023/2/3VocabularyandStructureVocabulary:

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2Vocabulary:Task1-35-2023/2/3Vocabulary&Structure:Task11.outlet2.enormous3.well-heeled4.resort5.luxury6.guarantee7.rival8.segment9.tier10.retail-36-2023/2/3Vocabulary&Structure:Task2typicallydigitaldesignationconfidentialityrespondentsprovincialdisposableguaranteedrevelationsevaluation-37-2023/2/3Vocabulary&Structure:Task3wrapup well-heeledlocale rangingfrom accountforenormousrivalsegmentOnaverage intermsof-38-2023/2/3Vocabulary&Structure:Termsofbothquantityandquality.I’dliketoquicklywrapupthismeeting,can’tguaranteethatthetrainscanarriveontimeinfoggyweather.-39-2023/2/3ReadingABackgroundTiersystemInChina,majorcitiescanbedividedintotiersbasedonanumberoffactors,includingpopulation,disposableincome,geography,infrastructure,andhistoricalandculturalsignificance.Thereisnoofficialgovernmentclassificationofthesetiers.Onemarketer’ssecondtiermaybeanother’sthird,andviceversa.back-40-2023/2/3ReadingATranslation分级故事：营销商如何划分中国城市等级许多营销商正在努力将业务扩展到除中国三个富人聚集的一线城市北京、上海、广州以外的其他地方。联合利华旗下的立顿奶茶成为此举中为数不多的成功者。联合利华的立顿奶茶做得非常出色，尤其在中国城市划分方面更为突出。进入中国市场前，营销商通常都会对中国的城市进行评估，并划分级别。广告商大都将中国城市划分为4或5个等级，而营销商则将其划分为10个等级。一个城市划分到哪个等级取决于该城市人口的数量、购买力和可支配收入等因素。-41-2023/2/3ReadingATranslation分级故事：营销商如何划分中国城市等级一线城市包括北京、上海、广州，有时还包括深圳。二线城市30个左右，主要是人口超过500万的省会城市。三线城市150个左右，是人口在100万以上的县城。四线城市包括数千个城镇，人口从10万到100万不等。五线城市则包括了中国最小的城镇和村庄。即便在这样一个整体框架之下，营销商对中国的市场细分方式还是有所差别。作为中国主要运动品牌之一的安踏，根据各城镇的不动产价格将全国划分为10个等级，为其设立零售店提供依据。因此海滨旅游胜地大连因其高房价被安踏划为一线城市，而大多数营销商则将其划为二线城市。-42-2023/2/3ReadingATranslation分级故事：营销商如何划分中国城市等级由此我们可以看出，城市的等级划分方式因公司产品及目标的不同而有所差异，各公司对等级有着不同的理解。在一些级别较低的城市，经常也有丰厚的利润回报。例如，联想即将结束其长达一年、覆盖1000多个四、五线城市的巡回宣传活动。虽然联想与当地同行的价格战仍在持续，但这些地区的经济回报对联想去年在中国实现两位数的增长功不可没。杭州、深圳、东莞等城市的消费者，由于其生活成本低于上海、北京的消费者，因此，其购买力也相对较强。尽管这一趋势让一些奢侈品牌，如路易威登，在一些二线城市有利可图，但大众品牌若要在小城市盈利仍存在巨大的挑战。-43-2023/2/3Listeningtask1ScriptSimon:Goodmorning,madam.IamSimonBrownfromAlcon.I’mdoingamarketsurveyonlaundrydetergents.Iwonderifyouwouldmindansweringafewquestions.Housewife:Docomein.Whatinformationdoyouwant,Simon?Simon:I’dliketoknowwhichbrandsoflaundrydetergentyouusuallyuse.Housewife:IusuallybuybrandslikeCheer,Persil,Tideand…Oh,Ican’tremember.Simon:Butdon’tyouhaveapreferenceforanyparticularbrand?Housewife:Notreally.I’musuallyinahurryandjustpickupwhateverisathandsolongasIrecognizethebrand.Simon:Sothatmeansyoubuywhicheverbrandsthesupermarketchoosestosupply?Housewife:Yes.Simon:HaveyouboughtthebrandMiracle?Housewife:Sorry,Ihaven’theardofit.Simon:Maybeyoucouldtryitnexttime.Housewife:Yes,IwillifIseeit.-44-2023/2/3Listeningtask2ScriptSimon:Goodmorning,madam.IamSimonBrownfromAlcon.Housewife:Yes?Simon:Iamconductingamarketsurvey.Iwonderwhetheryoucouldgivemesomeinformationaboutthebrandsoflaundrydetergentsthatyouuse.Housewife:Sure,pleasecomein.Simon:HaveyoueverusedthebrandMiracle?Housewife:Yes,infactI’vebeenusingitforthelasttwoyears.Simon:Wow,youarealoyalconsumer.Whatdoyoulikeaboutit?Housewife:Well,apparentlyitdoesn’tdamageprotein-basedfiberssoit’sparticularlysuitableforwashingwoolenandsilkgarments.Simon:Yes,whatelse?Housewife:Thescent.Miraclesmellsamazing.Evenaweekorsoafterwashing,theclothesstillsmellfresh.Simon:Thankyou.Itisgoodtoknowwehavesuchahappycustomer.I’dbetteraskthough,isthereanythingthatyou’renotpleasedwith?Housewife:Onlytheprice.It’sabitexpensive!Simon:Isee,butofcourseitisverygoodquality.Well,thankyouforyourtime.Housewife:Mypleasure.-45-2023/2/3Listeningtask3ScriptSimon:Goodafternoon.IamSimonBrownfromAlcon.Couldyouhelpmetodoamarketsurveyonlaundrydetergents?Housewife:OK.DoIhavetofillinaquestionnaire?Simon:Notexactly.I’mtakingnotesonconsumer’sexperienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Housewife:Yes,Ihave.Simon:Haveyouusedit?Housewife:No,notyet.Simon:Thenwhatbrandareyouusingnow?Housewife:IuseMG.Simon:WhydoyouchooseMG?Housewife:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworkswell.Itremovesmoststainsandcleanseffectively.And,it’snottooexpensive.Simon:Isitpowderorliquid?Housewife:Powder.MGdoesn’tcomeinaliquidform.Simon:Well,madam,maybeyoucouldtryMiracle.Weprovidebothpowderandliquiddetergents.Bothofthemfunctionverywell.Theycanevenremovetoughgrease.Housewife:That’sgood.Doyouhaveasampleformetotry?Simon:Sorry,Ihaven’tbroughtanysamplestoday.ButI’llsendyousometomorrowmorning.Housewife:Great.Thankyouverymuch.Simon:You’rewelcome.-46-2023/2/3Listeningtask4ScriptAlice:Goodmorning,Simon.Didyoucompleteyourpartofthemarketsurveyyesterday?Simon:Yes.Ivisited137housesinmyarea.Alice:Whatwasthefeedback?Whatdotheythinkofourproduct?Simon:LessthanonethirdoftheconsumersareusingMiracle.Twothirdshadn’theardofit.Iexplainedtheadvantagesandhavesentthemsomesamples.Theysaidthattheywouldbepreparedtotryit.Alice:Welldone!Simon:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Alice:That’sapotentialproblem.Anythingelse?Simon:Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Ithinkweshoulddosomeworkwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.Alice:Goodsuggestion.Well,Simon,couldyouwriteamarketsurveyreportonyourfindingssothatwecanhaveaclearpictureofwh