新境界职业英语综合教程2精华版 unit 1课件

新境界职业英语综合教程2精华版unit1ApproachingWorkplaceWorkplaceCommunicationMiniTextTextGrammarReviewAppliedWritingSyndicateActivities新境界职业英语综合教程2精华版unit1Task1Workinpairs.Talkaboutwhatthefollowingproductsare.ApproachingWorkplaceBackelectricunicyclebicyclelamptoastermotorcyclecar新境界职业英语综合教程2精华版unit1Nowdiscussthequestionsbelowandthenreporttoyourclass.1.Whataretheaboveproductsusedfor?Task2Electricunicycleisthesmallest,greenest,mostconvenient“PeopleMover”.Itiscompactandfuntoride.Abicyclelampisforlightingtheroadway,anditisveryhelpfultotheriderwhoridesatnight.Atoasterisdesignedtotoastdifferenttypesofdeliciousbread.Amotorcyclecarisakindoffashionablecartoride.Back新境界职业英语综合教程2精华版unit12.Whatpricecanyouguess?Doyouthinkit’sreasonableortoohighforyou?3.Wherecanyoubuytheseproducts?Task2Electricunicycle:about￥3000Bicyclelamp:about￥100Toaster(多士烤机):

about￥500Motorcyclecar:from￥80,000BackElectricunicycle:sportsshops,motorcycleshopsBicyclelamp:bicycleshops,sportsshopsToaster:supermarkets,houseawareshops,electricapplianceshopsMotorcyclecar:motorcycleshops新境界职业英语综合教程2精华版unit14.Whatdoesthepictureinthecentertellus?5.Howdoesamanufacturercommunicateanewproducttoconsumers?Task2Ifthepriceofaproductistoohigh,therearefewerpeopletobuyit.Ifthepriceistoolow,therearetoomanypeopletobuyit.BackTheyinformconsumersbyadvertising.新境界职业英语综合教程2精华版unit1WorkplaceCommunicationBack新境界职业英语综合教程2精华版unit1Youwillhearfivestatements.Listentothemcarefullyandmatcheachstatementwiththecorrespondingpicture.Statements12345PicturesedcbaBack新境界职业英语综合教程2精华版unit1Listentothestatementsagainanddecidewhetherthesesentencesare“Right”or“Wrong”.Ifthereisnotenoughinformationtochoose“Right”or“Wrong”,choose“Notmentioned”.1.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.a.Right.b.Wrong.c.Notmentioned.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.a.Right.b.Wrong.c.Notmentioned.Back新境界职业英语综合教程2精华版unit13.Siemensrunsapromotiononitswashingmachineoffering£30cashback.a.Right.b.Wrong.c.Notmentioned.4.Adidassellsitssportswearproductsinspecialistshops.a.Right.b.Wrong.c.Notmentioned.5.Coca-Colalaunchesalotofnewproductstoboostitssales.a.Right.b.Wrong.c.Notmentioned.ScriptsBack新境界职业英语综合教程2精华版unit1UsetheRightWordHerearetwogroupsofwordsfrequentlyusedinmarketing.Ineachgroup,deleteonewordwhichdoesnotgowiththeoneinthecircle.apromotionmakehavethebossputaproductpricesellmarketadvertiseBackpromotejoin新境界职业英语综合教程2精华版unit11.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.3.Siemensrunsapromotiononitswashingmachineoffering￡30cashback.4.Nikesellsitssportswearproductsinspecialistshops.5.Pepsilaunchesalotofadvertisingcampaignstoboostitssales.ScriptsBackWorkplaceCommunication新境界职业英语综合教程2精华版unit1ListeningInSituation:JaneandPeterarestaffintheMarketingDepartmentofasportsdrinkscompany.Theyaretalkingaboutmarketingstrategiesforanewproduct.Listentothemodeldialogueandfillintheblankswithwhatyouhear.Back新境界职业英语综合教程2精华版unit1ModelDialogueJane:Peter,whoarethe___________________ofournewproducts?Peter:Em…Ithinkathletesandthosewhoregularlydosportsareour____________________.Jane:That’sright.So,what_________________canweusetolaunchthenewproducts?Peter:Goodquestion!I’mconsideringmaking___________________,sponsoringsomesportseventsandoffering________________insomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!ListeningInpotentialcustomerstargetcustomersmarketingtoolssomeTVcommercialsBacksomefreesamples新境界职业英语综合教程2精华版unit1Listentothemodeldialogueagainandcheckyouranswers.Thenpracticethedialogueandtrytorole-playitwithyourpartner.Whenyourole-playit,youareexpectedtousetheMindMapbelow,butdoNOTlookatthemodeldialogue.SpeakingOutScriptsBack新境界职业英语综合教程2精华版unit1Back新境界职业英语综合教程2精华版unit1Jane:Peter,whoarethepotentialcustomersofournewproducts?Peter:Em…Ithinkathletesandthosewhoregularlydosportsareourtargetcustomers.Jane:That’sright.So,whatmarketingtoolscanweusetolaunchthenewproducts?Peter:Goodquestion!I’mconsideringmakingsomeTVcommercials,sponsoringsomesportseventsandofferingsomefreesamplesinsomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!ScriptsBack新境界职业英语综合教程2精华版unit1ListentothedialogueandfillinthemissinginformationonthefollowingMindMap.Situation:AnnaandBillarefromtheMarketingDepartmentinMideaCompany.Theyaretalkingaboutthepromotionoftheirnewair-conditioners.ListeningInBack新境界职业英语综合教程2精华版unit1in-storepromotionsLaborDayfeaturesoftheproductpricesTVcommercialsBack新境界职业英语综合教程2精华版unit1Listentothedialogueagainandcheckyouranswers.Thenrole-playitwithyourpartnerbyusingtheaboveMindMap.SpeakingOutBackScripts新境界职业英语综合教程2精华版unit1Anna:Hi,Bill!Asforournewair-conditioners,whatshouldweputinthecatalogue?Bill:Letmesee…thepicturesandfeaturesoftheproduct,ofcourse.Andwarrantyandpricesarealsonecessary.Anna:Ok.Well,whatdoweneedtodoforthispromotion?Bill:Em…Forthispromotion,IthinkTVcommercialsandin-storepromotionswillhelp.Anna:Yeah,Iagreewithyou.So,whendoyouthinkisthebesttimeforourpromotion?Bill:IthinkLaborDayandNationalDayareagoodtime.Anna:Soundsgood.ScriptsBack新境界职业英语综合教程2精华版unit1Task1ReadthefollowingMiniTextandfindthewordorexpressionthatmatchesthecontextmeaninggiven.a)_____________:aplaceorapositionofsomething b)_____________:only,just c)_____________:abletobeobtained,taken,orusedd)_____________:done,occurring,ormadeonlyonce e)_____________:tomakeareservationf)_____________:toliftsomethingfromalowertoahigherpositionlocationexclusivelyavailableone-offbook raiseMiniTextBack新境界职业英语综合教程2精华版unit1BackNoteWordTipsIt’sthetimeofyearwhenweraiseaglasstoourfamilyandtoourfriends.Toourpastsandtoourfutures.It’sthetimeofyearwhenweraiseaglasstoourdreamsandtoourhopes.Inshort,it’sthetimeofyearwhenthere’salotofpressureonaglass.BackgroundInformation新境界职业英语综合教程2精华版unit1Back新境界职业英语综合教程2精华版unit1raisev.举起 availableadj.能得到的locationn.位置 one-offadj.一次性的bookv.预订 exclusivelyadv.仅仅BackWordTipsCrate&Barrel:a170+storechainofAmericanretailstores,basedinNorthbrook,Illinois,specializinginhousewares,furnitureandhomeaccessories拥有170多家分店的美国零售连锁店，专营家居用品Note新境界职业英语综合教程2精华版unit1TranslationofMiniText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新境界职业英语综合教程2精华版unit1Back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！easyRentacar.com新境界职业英语综合教程2精华版unit11.Crate&Barrel(foundedin1962)isa170+storechainofAmericanretailstores,basedinNorthbrook,Illinois,specializinginhousewares,furniture(indoorandout),andhomeaccessories.ItscorporatenameisEuromarketDesigns,Inc.anditismajority-ownedbyOttoGmbH.Crate&Barrelhastwosisterstores.CB2isahomefurnishingsdivisiongearedtowardyoungadultscreatedin2000.TheLandofNodsellshomefurnishingsandgiftsforchildren.Formoreinformation,Tcanloginthewebsite:.BackgroundInformation(Tobecontinued)Back新境界职业英语综合教程2精华版unit1Back2.easyC,thelowcost,onlinecarhirespecialist,isoneoftheleadinginternationalcarrentalbrokerswithaworldwidenetworkofmorethan3,500carhirelocationsinover60countries.easyCaroffersawiderangeofvehiclesforyourcarhirefromsuper-miniandcompactcarstoMPV’sandluxurycarsatgreatvalueformoney.Formoreinformation,Tcanloginthewebsite:.BackgroundInformation(Tobecontinued)新境界职业英语综合教程2精华版unit13.Nice(尼斯)isacityinFrance;

Malaga(马拉加)isacityinSpain;

Barcelona(巴塞罗那)isacityinSpain;

LondonBridge(伦敦桥)isabridgeovertheRiverThames,connectingtheCityofLondonandSouthwark,incentralLondon;

Glasgo(格拉斯哥)isacityinGreatBritain.BackgroundInformationBack(Theend)新境界职业英语综合教程2精华版unit1WorkwithyourpartnerandanswerthefollowingquestionsaccordingtotheMiniText.Task2PairWork1.Whatdoesthefirstpictureadvertise?2.Whoisthemanufactureroftheproductinthefirstadvertisement?Itadvertisesglasses.Crate&Barrel.Back新境界职业英语综合教程2精华版unit1PairWork3.Whatisthesecondadvertisementfor?4.HowmuchdoesitcosttorentacarperdayfromLondonBridgeaccordingtothesecondadvertisement?5.Howcancustomersbooktheserviceinthesecondadvertisement?Itisforrentingcars.Itcosts￡19.Customerscanbookitthroughthewebsite:easyR.Back新境界职业英语综合教程2精华版unit1ReadingTextReadytoGo!ComprehensionTask1Task2TranslationTask1Task2VocabularyTask1Task2TextBack新境界职业英语综合教程2精华版unit1Readytogo!MarketingandMarketingMixI.DefinitionofMarketing:Puttingtherightproductintheright______,attheright_______,attheright______.①II.MarketingMix:SkimtheTextforthekeypointsandfillintheoutlinewithnecessaryinformation.ReadingTextBack4PsProduct__________________________________________②placepricetimePricePlacePromotion新境界职业英语综合教程2精华版unit1Readytogo!ProcessesPhysicallayoutReadingTextBack4PsPeople____________________________③III.OtherMarketingMixModels:7Ps+Customer__________________________________________④4CsCommunicationCostConvenience新境界职业英语综合教程2精华版unit1

MarketingandMarketingMixWhatismarketing?Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis:

Puttingtherightproductintherightplace,attherightprice,attherighttime.It’ssimple!Youjustneedtocreateaproductthataparticularlygroupofpeoplewant,putitonsalesomeplacethatthosesamepeoplevisitregularly,andpriceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit;anddoallthatatatimetheywanttobuy.Thenyou’vegotitmade!1212Back新境界职业英语综合教程2精华版unit1

There’salotoftruthinthisidea.Butifyougetjustoneelementwrong,itcanspelldisaster.

Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;orpublishingatextbookafterthestartofthenewschoolyear,orsellinganitematapricethat’stoohighortoolowtoattractthepeopleyou’retargeting.Themarketingmixisagoodplacetostartwhenyouarethinkingthroughyourplansforaproductorservice,andithelpsyouavoidthesekindsofmistakes.Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.The4Psare:•Product(orService)•Price•Place•Promotion3434Back56新境界职业英语综合教程2精华版unit1

Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Herearesomequestionsthatwillhelpyouunderstandanddefineeachofthefourelements:Product•Whatdoesthecustomerwantfromtheproductorservice?Whatneedsdoesitsatisfy?•Whatfeaturesdoesithavetomeettheseneeds?•Howandwherewillthecustomeruseit?Price•Whatisthevalueoftheproductorservicetothebuyer?•Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit?•Howwillyourpricecomparewithyourcompetitors’?5Back78新境界职业英语综合教程2精华版unit1

Place•Wheredobuyerslookforyourproductorservice?•Iftheylookinastore,whatkind?Inaspecialiststoreorinasupermarket,orboth?•Howcanyouaccesstherightdistributionchannels?Promotion•Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?•Willyoureachyouraudiencebyadvertisinginthepress,oronTV,orradio,oronbillboards?Byusingdirectmarketingmailshots?Throughpublicrelations?OntheInternet?Back9新境界职业英语综合教程2精华版unit1

The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.AmongsttheothermarketingmixmodelsthathavebeendevelopedovertheyearsisBoomandBitner’s7Ps(sometimescalledtheextendedmarketingmix,whichincludethefirst4Ps,pluspeople,processesandphysicallayout)andRobertLauterborn’s4Cs(Customer,Cost,ConvenienceandCommunication).Back610新境界职业英语综合教程2精华版unit1LanguagePoints1.(Para.1)Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis…Paraphrase:Whenmanymarketersbegintoworkintheindustryofmarketing,theyunderstandthedefinitionofmarketingis…marketer:someonewhosejobinvolvesencouragingpeopletobuyaparticularcompany’sproducts,bydecidingtheprice,typeofcustomer,andadvertisingpolicy市场营销人员；营销商e.g.Mikeisaglobalmanufacturerandmarketerofdifferentiatedchemicals.迈克是精细化学品的全球制造商及营销商。Back(Tobecontinued)新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“thatmanymarketers…theindustry”isanattributiveclause,modifyingtheantecedent“definition”.e.g.TheshirtthatPeterboughtyesterdayafternoonisveryexpensive.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(Theend)新境界职业英语综合教程2精华版unit1LanguagePoints2.(Para.2)…priceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit…Paraphrase:(youneedto)setthepriceofaproductatalevelwherethecustomersfeeltheproductisgoodforvalue.price:v.todeterminethepriceofsth.定价，标价e.g.Theassistantpricedthegarmentsbeforeputtingthemondisplay.营业员先给服装标好价格再摆出来卖。(Tobecontinued)Back新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“whichmatchesthevalue”isanattributiveclause,modifyingtheantecedent“level”;and“theyfeeltheygetoutofit”isalsoanattributiveclause,modifyingtheantecedent“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…(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints3.(Para.3)Butifyougetjustoneelementwrong,itcanspelldisaster.Paraphrase:Butifyoumakeamistakeforanyofthefourelementsofthe4Ps,itcanbringaboutdisaster.spell:toexpectesp.disaster,dangerortrouble带来（尤指灾难，危险等）e.g.Ifyourprospectcustomersloseinterestinyournewproduct,itmayspelldisastertoyourfirm.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。(Tobecontinued)Back新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“ifyou…wrong”isanadverbialclauseofcondition.e.g.Ifitisfinetomorrow,we’llgotohaveapicnic.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。(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints4.(Para.3)Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;Paraphrase:Youwouldbeputinanawkwardsituationinwhichyoupromoteafuel-savingcarinacountrywherefuelisverycheap.beleftdoingsth.:beputinabadsituationofdoingsth.陷入做某事的尴尬境地fuel-economy:fuel-saving节省燃料(Tobecontinued)Back新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“wherefuelisverycheap”isanattributiveclause,modifying“country”.e.g.ThisisthecinemawhereImethimforthefirsttime.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；(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints5.(Para.3)…orsellinganitematapricethat’stoohighortoolowtoattractthepeopleyou’retargeting.Paraphrase:…orsellingaproductatatoohighortoolowpricesothatitcannotattractyourtargetcustomers.target:totrytohaveaneffectonaparticulargroupofpeopleoraparticulararea把…作为目标e.g.Theircampaignsspecificallytargetyoungpeople.他们的竞选活动主要针对年轻人。(Tobecontinued)Back新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“too…to…”isacommonusageofinfinitive“to”.Itsoften-usedconstructionis“too+adj./adv.+todo”.e.g.Lisawastootiredtoconcentrateonthistask.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，以至于无法吸引目标顾客。(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints6.(Para.4)Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.Paraphrase:Themarketingmixandthe4Psofmarketingareoftenconsideredtobethesamething.synonym:awordwiththesamemeaningasanotherwordinthesamelanguage同义词，近义词e.g.Don’tmixupthispairofsynonyms.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。(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints7.(Para.5)Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Paraphrase:Agoodmethodtounderstandthe4Psisbyaskingquestionsthathelpexplainthemarketingmix.define:todescribeclearlyandexactlywhatsomethingis准确描述；给…下定义e.g.Definingtheword“love”canbeverydifficult.很难给“爱情”一词下定义。(Tobecontinued)Back新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“thatyouneedtoasktodefineyourmarketingmix”isanattributiveclause,modifyingtheantecedent“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。(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints8.(Para.5)Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit?Paraphrase:Whatistherightpriceofyourproductatwhichthebuyercanafforditandatthesametimeyourcompanycangetproperprofitfromsellingit?afford:tohaveenoughmoneytobuyorpayforsomething买得起,付得起e.g.Theapartmentistooexpensiveformetoaffordit.公寓太贵，我负担不起。(Tobecontinued)Back新境界职业英语综合教程2精华版unit1LanguagePointsStructureAnalysis:“wherethebuyer…sellingit”isanattributiveclause,with“where”functioningasarelativeadverb.Theclausemodifiestheantecedent“thepricepoint”.e.g.ThisistheplacewhereIwasborntwentyyearsago.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？(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints9.(Para.5)Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?Paraphrase:Bywhatmeansandatwhattimecanyousendyourmarketingmessagestoyourtargetmarket?getsth.across(tosb.):tomakepeopleunderstandsomething使理解，使明白；表达e.g.HesometimeshastroublegettinghismeaningacrossinEnglish.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市场营销信息传递到你的目标市场？(Theend)Back新境界职业英语综合教程2精华版unit1LanguagePoints10.(Para.6)The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.Paraphrase:Overtheyears,manymarketingmixmodelshavebeendevelopedandthe4Psmodelisjustoneofthem.StructureAnalysis:“that…theyears”isanattributiveclauseanditmodifiestheantecedent“lists”.e.g.Rockisoneofthemarketersthathavebeenverysuccessfuloverthepastyear.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。(Theend)Back新境界职业英语综合教程2精华版unit1TranslationofText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新境界职业英语综合教程2精华版unit1TranslationofTextPara.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，它可以帮助你避免这些错误。市场营销组合和4P常常被看作是彼此的同义词。4P指的是：●产品（或服务）●价格●渠道

●促销Back新境界职业英语综合教程2精华版unit1TranslationofTextPara.5理解4P的一种好方法就是通过提问来定义市场营销组合。下面的一系列问题可以帮助你理解和定义营销组合的四个要素：产品●顾客想要从产品或服务中获得什么？该产品或服务能满足什么需求？●该产品或服务需要具备哪些特征以满足这些需求？●顾客将如何使用，在什么地方使用该产品？价格●产品或服务对顾客的价值是什么？●什么是产品价格的平衡点，既让顾客买得起又让你的公司从销售该产品中获利？●你的产品定价如何与同行竞争？Back新境界职业英语综合教程2精华版unit1TranslationofText渠道●顾客会在什么地方寻找你的产品或服务？●

如果他们在商店寻找，那会是在何种类型的商店？是在专卖店还是在超市，还是两者都有可能？●你将如何进入这些产品分销渠道？促销●你将在何时以何种渠道把你的市场营销信息传递到你的目标市场？●你会以何种方式将产品广告传递给你的受众：通过报纸，电视还是广播，或者是广告牌？或者是通过直接的市场邮寄广告？或者是通过公共关系？还是通过网络？

Back新境界职业英语综合教程2精华版unit1TranslationofTextPara.64P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。近年来发展起来的其它市场营销模式主要有：布姆斯和比特纳提出的7P模式（有时候也被称为扩展市场营销组合，它包括前4P，再加上人、过程及物质环境三个要素）；还有罗伯特.劳朋特的4C模式（即顾客、成本、便利和沟通）。Back新境界职业英语综合教程2精华版unit1Task11.Whatisthedefinitionofmarketing?

2.Howmanymarketingmixmodelsaregiveninthetext?Whatarethey?ComprehensionWorkinpairsandanswerthefollowingquestionsabouttheText.Itisputtingtherightproductintherightplace,attherightprice,attherighttime.Threemarketingmixmodelsaregiven.Theyarethe4Ps,the7Psandthe4Cs.Back新境界职业英语综合教程2精华版unit1Task13.Whatelementsdoesthe4-Pmarketingmixinclude?

4.Whatarethe7Ps?5.Whatisincludedinthe4Cs?ComprehensionThe4-Pmarketingmixincludesproduct,price,placeandpromotion.The7Psareproduct,price,place,promotion,people,processesandphysicallayout.BackCustomer,cost,convenienceandcommunicationareincludedinthe4Cs.新境界职业英语综合教程2精华版unit1Task21.Generally,marketingincludescreatingaproductand__________.a.pricingtheproductatareasonablelevelb.puttingtheproductonsaleatareasonableplacec.communicatingtheproducttoconsumersd.alloftheaboveComprehensionChoosethebestanswertothefollowingquestions.Back新境界职业英语综合教程2精华版unit12.WhichofthefollowingexampleswillNOTleadtodisasterinmarketing?a.Promotingacarwithfuel-economyinacountrywherefuelisverycheap.b.Promotingpicturebooksatprimaryschools.c.Publishingatextbookafterthestartofthenewschoolyear.d.Sellingaproductatapricethat’stoohighforthepeopleyou’retargeting.

3.__________isthefirstelementoneneedstoconsiderinmarketing.a.Product b.Price c.Place d.Promotion4.Whatdoes“meet”meanin“Whatfeaturesdoesithavetomeettheseneeds”?a.See. b.Join. c.Pay.d.Satisfy.BackTask2新境界职业英语综合教程2精华版unit15.WhichofthefollowingwaysofproductpromotionisNOTmentionedinthetext?

a.Contactingpossiblecustomersbytelephone. b.Advertisingitonbillboards.c.Usingdirectmarketingmailshots. d.Advertisingitonradio.6.Whichofthefollowingtheoriesappearedfirst?a.The4Ps. b.The7Ps. c.The4Cs. d.Noneoftheabove.BackTask2新境界职业英语综合教程2精华版unit1IdentifyingMarketingActivitiesSyndicateActivitiesBackConductingMarketingActivitiesActionOneWorkingroups.DiscussthefollowingmarketingactivitiesandtellwhichP(product,price,place,promotion)isinvolvedineachactivity,andthenputitintheformbelow.Thefirstonewasdoneforyou.新境界职业英语综合教程2精华版unit1(1)Jamesdecidedtoselltheancientvasebyauction(拍卖).(2)Hondamadealotofinnovationsandcreatedanewcar.(3)Nikeopensmanyspecialtystores(专卖店)inChina.(4)Thistravelagencyprovidesmanytravelingroutes(旅游线路)homeandabroad.(5)Thecompanyislaunchinganadvertisingcampaignontheirnewproducts.(6)Allthebusinessestakeproductcostsintoconsideration.(7)Eachoftheproductsinthisshopissoldat$20.(8)Jennyregisteredanonlineshoptosellherproducts.(9)Inordertoattractcustomers,theonlineshopsellsitsproducts

carriagefree(免运费).(10)Nokiacreatesabrand-newsmartmobilephone(智能手机).(11)Manysupermarketsoftenofferdiscountsonsomeproducts.(12)Theclubsent100membershipcards(会员卡)toitsregularcustomersonitsfirstanniversary.Back新境界职业英语综合教程2精华版unit1ActionOneBackSyndicateActivitiesConductingMarketingActivities(2)(4)(10)(6)(7)(3)(8)(5)(9)(11)(12)新境界职业英语综合教程2精华版unit1BackSupposeyouaregoingtostartoneofthefollowingsmallbusinesses.Asyouarethebossofthebusiness,youareresponsibleforeverythinginthebusiness.Workingroups.Eachgrouptakesuponeofthebusinessesandworksoutaproposaltooperatethebusiness.Theproposalshouldcoveralleventsintheareaof4Ps.ActionTwo

SyndicateActivitiesConductingMarketingActivities新境界职业英语综合教程2精华版unit1BusinessesMarketingMixMarketingActivitiesKeyChain(钥匙扣)ChildrenWatch(儿童手表)GlassScrapers(玻璃清洁刮)ProductBackActionTwoProposalsofMarketingActivitiesTargetcustomers:white-collarworkersFeatures:heart-shaped,withalightTargetcustomers:childrenfrom6-12Features:lively-colored,designedincartoonsTargetcustomers:households&officesFeatures:apairofmagneticscrapersoperatedwithonepieceoutsideandtheotherinside新境界职业英语综合教程2精华版unit1BackBusinessesMarketingMixMarketingActivitiesKeyChain(钥匙扣)ChildrenWatch(