Unit-2-International-Ma教学讲解课件

Unit2InternationalMarketing国际营销1ppt课件Unit2InternationalMarketingOverviewVocabulary—marketingcollocationsReading—internationalmarketingmixLanguagereview—nouncompoundsandnounphrasesSkills—brainstorming2ppt课件 Thelaststageoffittingtheproducttothemarketisfittingthemarkettotheproduct.

CliveJames,Australianwriterandbroadcaster3ppt课件Staringup:Whatproductsdoyouknowthataremarketedinternationally?Discussthesequestions.(groupwork)Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket?Whatkindsproblemdocompaniesfacewhentheygointernational?Whatmethodscancompaniesusetoenteroverseasmarkets?4ppt课件(C)Coca-Colahashadseveralsuccessfulslogans.Forexample,I’dliketobuytheworldaCoke;Can’tbeatthefeeling;Cokeaddslife.

Whatslogansforproductshaveimpressedyou?Explainwhy.(Eachgroupfinds3famousslogans)(D)Choosethreeproductsanddiscussideasforsloganswhichcouldbeusedthroughouttheworld.Maotai(eachgroup3slogans,brainstorming)5ppt课件Vocabulary—marketingcollocations(A)Completethestatementswithsuitablemarketingexpressionsfromthebox.buyinghabits,economicsituation,governmentbureaucracy,incomedistribution,monetaryregulations,politicalstability6ppt课件Becauseoftight_______________________________companyprofitscouldnotbetakenoutofthecountry.

Redtape(繁琐手续）

andotherexamplesof_______________________hinderacompany’sentryintoamarket.Thecountryisattractivetoexportersbecauseithasenjoyed__________________forthelast50years.monetary/currencyregulationsgovernmentbureaucracypoliticalstability7ppt课件4.Thepurchasingbehaviourofconsumerscanbedescribedastheir______________.5.The______________________isimprovingleadingtoariseinemployment.6._____________________isatermusedbyeconomiststodescribehowwealthissharedinacountry.buyinghabitseconomicsituationIncomedistribution8ppt课件（B）Discussthesequestions:(groupwork)Whataresomeofthemainbenefitsofpoliticalstability?Howwouldyoudescribethepresenteconomicsituationofourcountrycomparedto20yearsago?Wouldyouliketoseeamoreequalincomedistributioninourcountry?Explainwhyorwhynot.9ppt课件(C)Lookatthewordsandphrasesbelow.Underlinetheoddoneout.a)growingmarketc)expandingmarketb)developingmarket

d)decliningmarket2.a)swampamarketc)floodamarketb)corneramarketd)saturateamarket3.a)opinionpollc)spotcheck（现场检查）

b)focusgroupd)survey

4.a)marketsectorc)marketsegmentb)marketpotentiald)marketniche(环境）10ppt课件5.a)internationalmarketc)domesticmarketb)overseasmarketd)worldwidemarket6.a)launchaproductc)bringoutaproductb)introduceaproductd)exhibitaproduct7.a)sluggishmarketc)stablemarketb)flatmarketd)volatilemarket8.a)pointofsalec)enduserb)retailoutletd)salesnetwork11ppt课件9.a)specialofferc)discountb)freesampled)slogan10.a)intermediaryc)wholesalerb)distributord)exporter12ppt课件Reading:InternationalmarketingmixThinkofsomeglobalbrands-forexampleinthecar,fastfoodorsoftdrinkindustries.Howaretheytailoredtomeetlocalneeds?(groupdiscussion)Whataretheadvantagesanddisadvantagesofadaptingaproducttodifferentoverseasmarkets?(groupdiscussion)Readthearticle.Thencompletethetablethatfollowsit.13ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sCoca-ColaCiti-bankUnilever14ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColaCiti-bankUnilever15ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankUnilever16ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnilever17ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoap18ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoap19ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardUnileverLifebuoysoap20ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoap21ppt课件CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoapDifferentingredientsinIndiaandEastAfrica,butsamepositioning-inexpensive,everyday,antibacterial22ppt课件(D)Whatothercompaniesdoesthearticlemention?Whatdoesitsayabouttheirmarketingapproaches?Rolex,WatchesSameapproacheverywhereforhighachievers,upmarketdistributionoutlets,premiumpriceLine74:miningallmarketsforrelevantinformationGatheringinformationfromdifferentmarketsLine86:Meldingproductideas:Combiningproductideas23ppt课件（E）Discussthefollowingquestions:Howhasnewtechnologycontributedtothedevelopmentofnewproducts,accordingtothearticle?(pairwork)TheadventoftheInternetandIntranetshasthepotentialtoacceleratetheprocessofminingallmarketsforrelevantinformationandforfeaturesthatcanbeincludedinnewproducts.(line71)24ppt课件2.HowdoJapanese,USandGermancompaniesdifferintheirapproachestoproductdevelopment?(pairwork)Japanesecompaniestendtobelievemuchmoreingettingnewproductstomarketandthengauge(判断）thereactiontothem.(line96)UScompaniestendtousemoreformalmarketresearchmethods.(line107)ForGermancompanies,productdevelopmentschedulestendtobemoreimportant.(line111)25ppt课件(F)Choosethebestdefinitionofthewordsbelowexorbitantly(line23)muchhigherthanusualmuchlowerthanusualthesameasusual2.spectrum（line52)rangeb)choicec)potential3.customise(line55)designspeciallyorderspeciallytestspecially26ppt课件4.compromise(line59)chooseamiddlewaymakeapromiseachieveyouraim5.gauging(line100)assessingguessingpredicting27ppt课件Reading:Unit2InternationalMarketingReadingFindingtherightinternationalmix.寻找适当的国际营销组合28ppt课件Languagereview:NouncompoundsandnounphrasesNouncompoundsarecommoninbusinessbecausetheyareshorterandmoreconvenientthannounphrases.Forexample:anexportlicenseratherthanalicensetoexportaconsumerprotectionlawratherthanalawfortheprotectionofconsumers29ppt课件2.Newcompoundsareformedallthetime.Therearenoabsoluterulesaboutspelling.Sometimestheyaretwowords(withorwithoutahyphen)andsometimes,whenwidelyestablished,theybecomeone.Forexample:Dataprotectiondata-miningdatabase30ppt课件3.Longernounphrasesarealsocommon.Theymayconsistofadverbs,adjectivesandcompoundnouns.Thefollowingpatternsaretypical.AdverbAdjective/-ingparticipleNoun/GerundHeadnounincreasinglydifficultlong-termexpandingmarketmarketingoverseasconditionsstrategysalesmarkedlydifferentchangingnewconsumptionproductdevelopmentresearchwayspatternsstrategiescentres31ppt课件Findnounphrasesinthearticleonpage16whichhavesimilarmeaningstothephrasesbelow?thingsthatmakeaproductdifferentforaparticularcountry(para.2)generaltrendsinthewaypeoplebuyandusegoods(para.3)waysofdevelopinganewproduct(para4)country-specificdifferentiatingfeatures

(L16)changingconsumptionpatterns

(Line37)newproductdevelopmentstrategies

(Line53)32ppt课件4.placeswhereworldwidemarketsareinvestigated(para6)5.placeswheresoftwareisproduced(para.7)6.methodsofinvestigatingmarkets(para.7)7.programmesfordevelopinggoods(para.7)8.choicesaboutprice,product,promotion,place(para.8)globalresearchlaboratories(Line78)softwaredevelopmentestablishments(Line88)formalmarketresearchmethods(Line109)productdevelopmentschedules(Line111)marketingmixdecisions(Line127)33ppt课件9.aplacewhereexpensivegoodsaresold(para.9)10.ahighpriceforsomethingspecialorunusual(para.9)upmarket(高档的）distributionoutlet(Line150)premiumprice(Line152)(C)Thewordsineachofthenounphrasesbelowareinthewrongorder.Writethephraseinyourtableintheircorrectform(pairwork)1.ImpressivefiguressalesreallyReallyimpressivesalesfigures

adv.+adj+n.+n.34ppt课件2.DepartmentnewpublicrelationsNewpublicrelationsdepartment3.HighlyresearchmarketambitiousprogrammeHighlyambitiousmarketresearchprogramme4.OverseasexpandingoperationsExpandingoverseasoperations5.RapidlysheetbalanceimprovingRapidlyimprovingbalancesheet35ppt课件6.ExtremelyrateexchangevolatileExtremelyvolatileexchangerate7.HighlymarketingreportconfidentialHighlyconfidentialmarketingreport8.SuccessfulincrediblyfairtradeIncrediblysuccessfultradefair36ppt课件Skills:Brainstorming(头脑风暴法）Brainstormingisausefulwayofgeneratingcreativeideasinmeetings.Decidewhichtipsbelowaregoodadviceandwhichonesyoudisagreewith.(pairwork)37ppt课件Explainthepurposeofthemeetingclearly.Askeachpersontospeakinturn,startingwiththemostsenior.Announcethetimelimitforthemeeting.Avoidcriticisingorjudgingideasduringthesession.Encourageideas,howeverunusualtheymaybe.Don’tinterruptwhenpeopleareofferingsuggestions.Makesureeveryonekeepstothepoint.Don’tspendtimeondetails.38ppt课件2.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?2.Whattypesofpromotionarementionedbyparticipants?39ppt课件2.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?TodeveloppromotionalideasfortheBusinessSolutionswebsite.40ppt课件2.Whattypesofpromotionarementionedbyparticipants?Advertisingontelevisionandradio;on-linepromotion;directmailing;pressadvertisingintraditionalnewspapers,businessmagazinesandjournals.41ppt课件(C)

2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?42ppt课件(C)

2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?Sendamailingtothenamesofthecontactbase,containingabrochureand/oraCDRom;anevent,forexampleonariverboat;billboardadvertising.43ppt课件2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?Nextmeetinginthreeweeks;informationonthebudgetandthecostofthedifferentpromotionala