* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Unit 2 Marketing
Social media marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Dumping (pricing policy) wikipedia , lookup
Market penetration wikipedia , lookup
Perfect competition wikipedia , lookup
Price discrimination wikipedia , lookup
Affiliate marketing wikipedia , lookup
Food marketing wikipedia , lookup
Pricing strategies wikipedia , lookup
Neuromarketing wikipedia , lookup
Marketing communications wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Marketing research wikipedia , lookup
Target audience wikipedia , lookup
Sports marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Product planning wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Direct marketing wikipedia , lookup
Target market wikipedia , lookup
Multicultural marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing channel wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Marketing strategy wikipedia , lookup
Green marketing wikipedia , lookup
UNIT Teaching Aim Reading I Reading II Extended Activities Teaching Aim Unit 2 Marketing 1. Cognitive Information (认知信息) : Basic Concept of Marketing 2. Language Focus (内容重点) — Key Words: I. market potential, feasibility, feasible/viable, assess, stand (n.), trade fair, exhibit, sample, prospective customer, publicity, representative, brochure, booklet, catalogue, press conference, promote, range, model, display, campaign, launch, order, delivery, replacement, spare part, after-sales service, component, service (v.), machinery, client; II. purchase, supply, conversely, equilibrium price, shortage, surplus, maximize profits Teaching Aim Unit 2 Marketing — Phrases: I. in other words, hand out, make up, for short, know as; II. in ... terms, in large/small quantities, agree on, in the end — Word Study: maintain, project, fit, launch, range — Useful Structures: to see if/what as many ... as possible “Whether ... or not” noun clause as subject and object “assuming ...” adverbial phrase choose + inf. far more + adj. — Grammar: Numerical Expressions (1) Teaching Aim Unit 2 Marketing 3. Communicative Skills(交际技能) — Expressions: Expressions of “Introducing People” — Reading: Price List 4. Phonetic Review(语音复习) : Central Vowels Reading I UNIT • Pre-reading • Text • Background Information • New Words and Expressions • Exercises • Post-reading Unit 2 Marketing Pre-reading Unit 2 Marketing • Pre-reading I • Pre-reading II Pre-reading I Unit 2 Marketing I. Brainstorming:Work with your partner and list things customers may consider when they make a purchase. brand, price, service, color, style, reliability, 可靠性 quality, package, performance, user-friendliness用 户使用方便的 reputation, environmentfriendliness ... Pre-reading II Unit 2 Marketing II. Pairwork: Discuss the following questions with your partner. 1. How do you usually get to know a new product or service? 2. What practices are commonly used to promote a product or service? 3. Are you fond of buying promoted products? Why or why not? 4. How do you see promotional activities(促销活动) prevailing (盛行) in today’s business world? 5. What do you think are the responsibilities of a company’s marketing staff? Text Unit 2 Marketing Marketing and Promotion 1. When a company starts to sell goods in a new market, they often do some market research or a preliminary study (初步研究)to see if the project is feasible(可行的). They research the market potential (市场潜力)or do a feasibility study (可行性研究) to see if they will make money by selling in the new market. In other words(换句话 说), they want to see if the product is viable(可 行的). Text Unit 2 Marketing 2. One way to assess the market potential is to take a stand at a trade fair ( 交 易 会 ) where companies can exhibit samples of their products and see what response they get from prospective customers(潜在的客户). The trade fair is an exhibition of goods, and a company exhibits a sample of its product at its stand. This is also a form of publicity (一 种宣传形式)and the company representative will probably hand out ( 分 发 ) publicity brochures ( 宣 传 资 料 ) to promote the product further. Often journalists(记者) write about the trade fair and sometimes companies hold a press conference(开记者发布会) if they want to promote a particular model or range. Each different type of car, bike, etc. is a model. All the different models made by a company make up(组成) its range. The full range of goods(所有系 列产品) is normally(通常) displayed in the company’s catalogue which is a booklet or brochure.(手册) Text Unit 2 Marketing 3. Another way of promoting or publicizing(宣传) a new product is to place advertisements in magazines or newspapers. Advertisements are also called adverts or ads for short(简写). A plan to do a lot of advertising of one product is called a campaign ( 销 售 活 动 ) . Starting an advertising campaign on a new product is known as launching the product. Text Unit 2 Marketing 4. The aim of promotion is to interest customers or clients in the product. Initially customers might make inquiries(咨询) about the product. When they decide to buy, they place an order(下订 单). At a trade fair companies are trying to win as many orders as possible. However, before a client places an order, he wants to know many things — how long delivery takes, whether the company can supply replacements and spare parts(备用零件), what the after-sales service is like, etc. If one of the components ( 部 件 ) of a product breaks, the customer will want a replacement spare part. If the product is complicated, skilled workers might be needed to fit spare parts or to service or maintain(维修) the machinery. Any maintenance or servicing of the company does after it has sold the product is called aftersales service. Whether a company can provide good after-sales service or not may directly affect(影响) the sales of its products. Background Information Unit 2 Marketing 1. Marketing The average consumer would probably define marketing as a combination of advertising and selling. It actually includes a good deal more. (一笔好交易)Modern marketing is most simply defined as activities that direct the flow of goods and services from producers to consumers. It encompasses(包含), however, a broad range of activities including product planning, new-product development, organizing the channels... In advanced industrial economies, marketing considerations play a major role in determining corporate policy. Once primarily concerned with 涉及到 increasing sales through advertising and other promotional techniques促销技术, corporate marketing departments now focus on credit policies信贷政策, product development, customer support, distribution分配, and corporate communications(企业通讯或传播). Marketers may look for outlets (出路,销售点)through which to sell the company’s products, including retail stores, direct mail marketing, and wholesaling. Marketing is used both to increase sales of an existing product and to introduce new products. Background Information Unit 2 Marketing 2. The role of marketing 营销作用 The role of marketing in the success of a business has only recently been recognized. In earlier years, marketing was viewed as not much different from selling. The major emphasis of marketing was on maximizing profitability利润最大化 by generating sales volume销售量 through advertising and personal selling个人 推 销 . Many companies believed that with enough effort and expense, almost any product could be sold by high-powered selling and aggressive advertising.有创意的广告. As time went by随着时间 的推移, a number of firms had gradually become aware that good sales techniques could no longer compensate补偿 for the mistakes of producing wrong products, and that the satisfaction of particular customer 特 定 客 户 needs was essential for ( 是 必 不 可 少 的 ) success. Essentially本来, the marketing concept营销观念 focuses all the activities of the organization on satisfying customer needs by integrating these activities with marketing to accomplish the organization’s long-range objectives. Background Information Identify Develop MARKETING Coordinate Provide Achieve Unit 2 Marketing MarketplaceNeeds 市场需求 Market Offer Production &Finance Personnel财 务人员 Customer Satisfaction Organizational Goals Background Information Unit 2 Marketing 3. Market The word market has different meanings. In commerce, it can mean a place or event at which people gather in order to buy and sell things (市场,集 市). It can also mean the people who might want to buy something, or a part of the world where something is sold (市场,销路). In economy, it refers to an organized group of buyers and sellers of a particular economic good who are sufficiently in touch with each other personally of by telephone for all to know the current conditions of demand and supply, so that there is only one price, market price, for the good. New Words and Expressions Unit 2 Marketing • New Words and Expressions • Notes • Language and Culture Focus New Words and Expressions Unit 2 Marketing 1. preliminary a. coming before a more important action or event 开 端的;预备性的 2. feasible a. able to be carried out or done ; possible and reasonable 可行的 [feasibility n. 可行性] 3. potential n. possibility for developing 潜力 4. viable a. sound and workable; feasible 切实可行的 5. assess v. to decide or fix the amount of something; to estimate the quality of something 评估 6. stand n. a small often outdoor shop or place for showing things 摊位 7. fair n. a large-scale exhibition of commercial and industrial goods 商品展销会 [trade fair 商品交易会] New Words and Expressions Unit 2 Marketing 8. exhibit v. to display; to show 陈列;展览 [exhibition n. 展览 会] 9. sample n. an example 样品 10. response n. reply; reaction 回答 11. prospective a. expected to occur; possible 预期的;可能的 12. publicity n. providing information in order to attract public attention; advertising 宣传;广告 13. representative n. a person who works for a company, showing goods or services for sale; an agent 代表;代理 人 14. brochure n. a booklet 小册子 15. promote v. to increase the sales (of a new product) by publicity, sales campaigns, TV commercials or free gifts 推销;推广 (新产品) [promotion n. 产品 推销] New Words and Expressions Unit 2 Marketing 16. journalist n. a reporter, newspaperman 新闻记者 17. conference n. a formal meeting, e.g. between people who share the same business interests or belong to the same political party which is held so that opinions and ideas can be exchanged (正式)会议 [ press conference 新闻发布会 ] 18. range n. a set of different objects of the same kind 系列 19. display v. to show, exhibit 陈列;展示 20. catalogue n. a list of places, names, objects, goods, etc. 目录 21. campaign n. a series of planned activities with a particular commercial aim (宣传或销售某商品的)活动 22. launch v. to put (a new product) on the market (usually spending money on advertising it) 推出 (新产品) New Words and Expressions Unit 2 Marketing 23. client n. a person with whom business is done or a person who pays for a service 客户 24. initially ad. at the beginning 最初 25. inquiry n. asking questions for information 询问 26. delivery n. the act of taking or giving something to someone 递送;运送 27. replacement n. substitution 替换 (物) 28. spare a. additional to what is usually needed or need 多余 的 [ spare part 备用零部件 ] 29. component n. any of the parts of which something is made 零部 件 30. complicated a. made up of many closely connected parts 复杂的 New Words and Expressions Unit 2 Marketing 31. fit v. to provide and put correctly into place 安装 32. service v. to examine (a machine) and make any necessary repairs 保养;维修 33. maintain v. to keep something in good condition or working order 保 养 ; 维 修 [ maintenance n. 保养;维修] 34. machinery n. machines in general or all the machines used in a factory [ 总称 ] 机 器 New Words and Expressions Unit 2 Marketing 1. in other words to express the same thing in a different way 换句话说;也就是说 2. hand out to distribute 分发 3. make up to form, compose 形成,构成 4. for short as an abbreviation 作为简略形式;简 称 5. be known as to be generally regarded as 通称为 6. after-sales service service of a product carried out by the seller for the buyer 售后服务 Notes Unit 2 Marketing 1. do a preliminary study: to make a study before an important action or event. 2. market potential: possibility of being developed in the market. 3. a feasibility study: a study to find out whether a certain project has potential to succeed. The word “feasibility” is a noun, but can be used as an attributive. 4. a form of publicity: a way of providing information in order to attract public attention. 5. promote the product further: “further” here means “to a greater degree”. e.g. I must inquire further into this matter. 6. a range of: group or series of similar things. 7. place an order: to make an official request for goods to be supplied. 8. machinery: It is an uncountable noun, usually followed by a singular verb. e.g. Machinery is being introduced to save labour. Exercises • Exercise I • Exercise II • Exercise III • Exercise IV • Exercise V • Exercise VI Unit 2 Marketing Exercise I Unit 2 Marketing I. Read the text carefully again and discuss the following questions. 1. What does a company often do when it lands on a new market? 2. What is the purpose of doing market research? 3. What does a company exhibit at a trade fair? 4. Why does a company exhibit its goods at a trade fair? 5. What will company representatives probably do to further promote their products? 6. What will companies do if they want to promote a particular model or range? 7. What does launching a product mean? 8. What does a client usually want to know before placing an order? 9. What will directly affect a company’s sales performance? 10. How do companies usually promote or publicize a new product? Exercise II Unit 2 Marketing II. Choose the best answer to complete the following sentences. ( a ) 1. One way to assess the market potential is_________. a. to take a stand at a trade fair b. to advertise on TV or in magazines and newspapers c. to ask the prospective buyers to answer a questionnaire d. to hand out publicity brochures at the entrance to the trade fair Exercise II Unit 2 Marketing ( b ) 2. According to the text, a campaign refers to ____________. a. a firm or a business b. a plan to advertise a product c. a connected series of military operation d. an investigation into the market potential of a product Exercise II Unit 2 Marketing ( a ) 3. Before a client places an order he or she wants to know all of the following BUT _________________. a. whether the company will exhibit its products at a trade fair b. whether the company can supply replacements and spare parts c. whether the company can deliver the ordered product promptly d. whether the company can provide necessary maintenance or servicing Exercise II Unit 2 Marketing ( b ) 4. Promotion aims to ________________. a. further publicize a product b. raise customers interest in a product c. make full use of the market potential d. offer lower price and better service to customers Exercise II Unit 2 Marketing ( c ) 5. _______________ is (are) usually displayed in a company’s catalogue. a. The company’s profile b. The company’s structure c. The company’s product range d. The company’s promotion activities Exercise III Unit 2 Marketing III. Give the English words or phrases according to the meanings provided. client 1. __________ a person with whom business is done or a person who pays for a service promote to increase the sales (of a new product) by publicity, sales 2. __________ campaigns, TV commercials or free gifts 3. catalogue __________ a list of places, names, objects, goods, etc. 4. __________ delivery the act of taking or giving something to someone, or the things taken or given 5. __________ a building, square or open place where people meet to buy market and sell goods Exercise III Unit 2 Marketing launch 6. ________________ to put (a new product) on the market (usually spending money on advertising it) 7. ________________ an organization made up of people who work company together for the purpose of business or trade range 8. ________________ a set of different objects of the same kind 9. ________________ after-sales service service of a product carried out by the seller for the buyer 10. ________________ a series of planned activities with a particular campaign commercial aim Exercise IV Unit 2 Marketing IV. Put the following expressions from the text in the blanks to complete the sentences. Make changes where necessary. prospective assess make up for short viable in other words potential known as campaign feasibility hand out publicity in other words 1. The tax only affects people on incomes of over $200,000 —____________, the very rich. 2. The promotion organizers spent over $500,000 on ___________ alone in publicity the hope that the style of the product would be a selling point. is known as “the 3. The main street between the castle and the palace ___________ Royal Mile”. 4. His name’s Maximilian, but we just call him Max ___________. for short Exercise IV Unit 2 Marketing 5. He studied the German market to find the __________ potential there for profitable investment. 6. If you choose to do so, you can make a photocopy of the explanation and hand (it) out to the class. ___________ 7. The investment remains beyond reach for many, but the choices today are much broader and more __________ than 10 years ago. viable 8. The government is making a __________ feasibility study on the shopping center proposal. Exercise IV Unit 2 Marketing 9. Brand A ___________ is made up of four packs each containing a full day’s food. 10. My mother keeps introducing me to men she considers to be ___________ prospective husbands. campaign against the 11. Environmental groups launched a ___________ widespread production of genetically modified crops(转基因农作物). 12. This test provides an excellent way of ___________ assessing students’ progress. Exercise V Unit 2 Marketing V. Rewrite the following sentences and replace the underlined words with appropriate words or phrases from the text. 1. The U.S.A. is abbreviated from the United States of America. The United States of America is called the USA for short. 2. Peace and honor could not be estimated in dollars. Peace and honor could not be assessed in dollars. Exercise V Unit 2 Marketing 3. Do you think the plan for the new product is feasible? Do you think the plan for the new product is viable? 4. The purpose of taking a stand at a trade fair is to see the response from possible buyers. The purpose for taking a stand at a trade fair is to see the response from prospective customers. Exercise V Unit 2 Marketing 5. The firm made a request for a new fax machine last week. The firm placed an order for a new fax machine last week. 6. Your performance in the exam did not reach the required standard — to express it in another way, you failed. Your performance in the exam did not reach the required standard — in other words, you failed. Exercise VI Unit 2 Marketing VI. Word study: For each of the following clues, use the given prompts to produce sentences in the same way as shown in the model. 1. Prompt: his/role/maintain (v.)/fleet/vans/ready/respond/emergency Model: His role is to maintain the fleet of vans, ready to respond in any emergency. a. lot/depend/build/maintain (v.)/good/relationship/customers b. engineers/carry out/essential/maintain (n.)/work/main line/London c. critics/maintain (v.)/reforms/lead/decline/educational/standards Key: a. A lot depends on building and maintaining a good relationship with your customers. b. Engineers are carrying out essential maintenance work on the main line to London. c. Critics maintain that these reforms will lead to a decline in educational standards. Exercise VI Unit 2 Marketing 2. Prompt: government/launch (v.)/massive/anti-illiteracy/campaign Model: The government has launched a massive anti-illiteracy campaign. a. two/failure/NASA(美国国家航空和航天局)/try/launch (v.)/new/space shuttle/again/Sunday b. modify/current/equipment/enable/them/improve/quality/product/ launch (v.)/success/evaluate c. encourage/success/company/launch (v.)/ambitious/plan/aim/increase /profit/58 percent/year Key: a. After two failures, NASA (National Aeronautics and Space Administration) will try to launch a new space shuttle again on Sunday. b. Modifying current equipment enables them to improve the quality while the product is being launched and its success evaluated. c. Encouraged by its success, the company launched an ambitious plan aimed at increasing the profit by 58 percent a year. Exercise VI Unit 2 Marketing 3. Prompt: scheme/extend/successful/pilot project (n.) Model: The scheme will be extended after a successful pilot project. a. message/convey/leadership/be/the Three Gorges/project (n.)/carry out/two/phase b. local government/help/fund/project (n.)/include/build/150/day-care /centers c. every student/try/project (v.)/mind/future/imagine/life/like/then Key: a. The message conveyed by the leadership was that the Three Gorges project will be carried out in two phases. b. The local government will help fund this project, which includes the building of 150 day-care centers. c. Every student should try to project his/her mind into the future and imagine what life will be like then. Exercise VI Unit 2 Marketing 4. Prompt: window/door/all/fit (v.)/security lock Model: The windows and doors are all fitted with security locks. a. pants/tight/at first/I/wear/a few times/they/fit (v.)/like/glove b. we/get/match/next month/get/keep/reasonable/fit (a.) c. look/resume/she/should/fit (a.)/sales job/perfect Key: a. The pants were a little tight at first, but after I wore them a few times, they fit like a glove. b. We’ve got a match next month, so we’ve got to keep ourselves reasonably fit. c. Looking at her resume, she should be fit for the sales job perfectly. Exercise VI Unit 2 Marketing 5. Prompt: company/Darlington/launch/latest/range (n.)/electrical goods Model: A company from Darlington has just launched its latest range of electrical goods. a. examination/doctor/tell/me/blood/pressure/well/normal range (n.) b. common sense/ company /only /fairly /narrow /range (n.) /people /responsible /key/ decision c. temperature/kitchen/around/picnic/table/range(v.)/28/33/degree Key: a. After examination the doctor told me that my blood pressure’s well within the normal range. b. It is common sense that in a company only a fairly narrow range of people is responsible for key decisions. c. The temperatures in your kitchen and around your picnic table range from 28 to 33 degrees. Post-reading Unit 2 Marketing Discussion & Role Play: A Marketing Project • Task 1: Work in groups • Task 2: Work in class Task 1: Work in groups Unit 2 Marketing Imagine that your group is working on a marketing project. Remember marketing consists of activities necessary to attract the customers to the products manufactured by the company. These activities may include: □ Identifying customer needs. □ Designing products and services that meet those needs. □ Communicating information about those products and services to prospective buyers. □ Pricing the products to reflect costs, competition, and customers' ability to buy. □ Providing the necessary after-sales service to ensure customers' satisfaction after the purchase. Task 1: Work in groups Unit 2 Marketing Discuss the above points and work out the details of the project. Our Marketing Project □ What customers need: □ Product (s) or service (s) to offer: □ How to inform customers of new offering: □ How to price: □ What after-sales service to provide: □ Other: Task 2: Work in class Unit 2 Marketing After each group has completed the project, select a representative to report the result in the class. Reading II UNIT • Dictation • Text • Exercises Unit 2 Marketing Dictation Unit 2 Marketing We have 3,600 employees worldwide and sales of Dictation__________________________________________ $3,716 million. We manufacture nearly 20,000 cars, 3,500 _________________________________________________ trucks, 888 buses, and thousands of industrial engines. _________________________________________________ Our position as a major international group in 24 European _________________________________________________ countries and 15 Asian countries is the result of quality, _________________________________________________ safety, and caring for people and the environment. _________________________________________________ Text Unit 2 Marketing • Text • Notes Text Unit 2 Marketing Markets, Demand and Supply 1. In economic terms, a market is not a specific place, like a supermarket, but an exchange process between buyers and sellers. Decisions about production in a market economy are the result of millions of exchanges. How much of what product a company offers for sales and who buys it depends on the laws of demand and supply. Text Unit 2 Marketing 2. Simply stated, demand is the willingness and ability of buyers to purchase a product. Supply is the willingness and ability of producers to offer a goods or service for sale. The law of demand states that buyers will purchase (demand) more of a product as its price drops. For example, assuming you like corn chips, you are likely to buy more and more of them as the price drops. At a price of 50 cents for the “large, economy-size” bag, you and other lovers of chips would buy them in large quantities. Conversely, the law of supply states that producers will offer more for sale as the price rises. Corn chip makers, for example, would make more chips if you and other buyers would pay $2.50 for each large, economy-size bag. Text Unit 2 Marketing 3. In the market for any product, the laws of demand and supply interact to set a market or equilibrium price and quantity on which buyers and sellers agree. Figure 1 shows this result as the intersection of the demand and supply curves (which are straight lines in this case). Notice that at a price of $1.50, buyers will purchase and Amaizing Chips will supply 300 bags of chips per week. Text Unit 2 Marketing 4. If Amaizing Chips chose to make any other number of bags of chips, the result would be an inefficient use of resources and lower profits. For example, if Amaizing supplies 400 bags and tries to sell them for $1.50 each, consumers will leave a surplus of 100 bags on the shelf. Amaizing will lose the money it spent making those bags. If Amaizing supplies only 200 bags, it will “lose” the extra money it could have made by making 100 more. Even though consumers will pay $2.00 per bag for 200 bags because of the shortage, Amaizing earns only $4,000 ($2.00×200 bags) instead of $4,500 ($1.50×300 bags). Thus Amaizing, like all businesses, must constantly try to find the right combination of price and quantity supplied to maximize its profits. Text Unit 2 Marketing Price (per bag) $2.50 Supply Area of Surplus 2.00 Equilibrium Price 1.50 1.00 Area of Shortage Demand 0.50 100 200 300 400 500 Quantity (bags per week) Figure 1 A market is governed by the laws of demand and supply. Buyers will purchase more corn chips as the price drops. In contrast, suppliers will produce more corn chips as the price increases. The laws of demand and supply interact to create an equilibrium price and quantity. Text Unit 2 Marketing 5. The above example involves only one company and one product. Obviously, the U.S. economy is far more complex. Thousands of companies sell hundreds of thousands of products to millions of buyers every day. But in the end, the result is much the same — companies try to supply the quantity and selection of goods that will earn them the largest profits. Notes Unit 2 Marketing 1. in economic terms: so far as economics is concerned. 2. simply stated: to put it simple. 3. assume: accept (sth.) as true before there is proof. assuming: if, supposing. 4. conversely: on the contrary. 5. to interact: to act or have an effect on each other. 6. intersection: meeting and going past (another or each other) forming a cross shape. 7. inefficient: not efficient; wasteful of time or energy. 8. to maximize: to increase (sth.) as much as possible. 9. in the end: finally. Exercises Unit 2 Marketing • Exercise I • Exercise II • Exercise III • Exercise IV • Exercise V • Exercise VI Exercise I Unit 2 Marketing I. Comprehension: True/False/Not Mentioned. ( F ) 1. In economic terms, a market is a place where exchange is conducted between the buyer and the seller like a supermarket. ( F ) 2. Demand is the willingness and ability of producers to buy a product while supply is the willingness and ability of buyers to offer a goods or service for sale. ( F ) 3. As the price drops, you intend to buy more and more goods even if you don’t like them. ( T ) 4. At a price of $1.50, buyers will purchase and Amaizing Chips will supply 300 bags of chips a week. ( F ) 5. If Amaizing supplies 500 bags and tries to sell them for $1.50 each, consumers will leave a surplus of 100 bags on the shelf. Exercise I Unit 2 Marketing ( T ) 6. To maximize their profits, all businesses must constantly try to find the right combination of price and quantity supplied. ( F ) 7. The example mentioned in the text involves only one company and two products — corn chips and Amaizing Chips. ( T ) 8. It is as plain as the nose on your face that the U.S. economy is far more complex. (NM ) 9. To some extent, Chinese economic situations are as complex as those of America. ( T ) 10. The purpose of companies is much the same, trying to supply as much goods as possible in order to earn them the largest profits. Exercise II Unit 2 Marketing II. Discussion Questions. 1. What is the great significance of keeping demand and supply in balance? 2. How will the falling prices of certain goods affect the producers as well as the consumers? 3. What are the major functions of a market as far as demand and supply are concerned? Exercise III Unit 2 Marketing III. Vocabulary:Find single words or expressions in the article which have roughly the meanings given below. 1. ____________ market an exchange process between buyers and sellers of a particular goods or service 2. ____________ the willingness and ability of buyers to demand purchase a product supply 3. ____________ the willingness and ability of producers to offer a goods or service for sale law of demand the principle that buyers will purchase 4. ____________ (demand) more of a product as price drops 5. ____________ law of supply the principle that producers will offer (supply) more of a product as price rises Exercise III Unit 2 Marketing 6. __________ equilibrium the price and quantity of a product at which the quantities demanded and supplied are equal profit 7. __________ the excess of the selling price of goods over their cost 8. __________ one that utilizes economic goods consumer surplus 9. __________ a situation in which supply exceeds demand at a given price shortage 10.__________ a situation in which demand exceeds supply at a given price Exercise IV Unit 2 Marketing IV. Special Use: Numerical Expressions (I). Read the following sentences carefully and choose the correct expression for each underlined number. ( ) 1. Lake Baykal is the deepest lake in the world. It is 6,365 feet deep. a. six thousand three hundred and sixty-five b. sixty thousand three hundred and sixty-five c. six thousand and three hundred sixty-five d. six million and three hundred sixty-five Exercise IV Unit 2 Marketing ( ) 2. The computer we bought yesterday cost us $89.25. a. dollars eighty-nine point twenty-five dollars b. eighty-nine and twenty-five dollars c. eighty-nine dollars and twenty-five cents d. eight nine dollars and two five cents ( ) 3. In 1973, the United States had a population of 209,123,000. a. two hundred nine thousand million and one hundred twenty-three b. twenty million one hundred twenty-three thousand c. twenty-nine million one hundred twenty-three thousand d. two hundred and nine million, one hundred and twentythree thousand Exercise IV Unit 2 Marketing ( ) 4. The long distance calls increased from 1,100,000,000 to 1,400,000,000 between 1980 and 1999. a. one point one billion b. one billion one million c. eleven billion d. one thousand one hundred million ( ) 5. It’s estimated that some famous universities in the country will enroll 23,400 foreign students. a. two million three thousand and four hundred b. two thousand three hundred and forty c. twenty-three thousand four hundred d. twenty thousand thirty-four Exercise IV Unit 2 Marketing ( ) 6. In the past three months, sales have increased 17.6%, to $ 86,000,000. a. seventeen point six percent b. seventy point six percent c. seventy-one point six percent d. one seven point six percent ( ( ) 7. The unforgettable 60’s are vividly portrayed in this movie. a. sixties’s b. sixties c. sixties’ d. six zero’s ) 8. The next sales conference starts on 23rd, December, 2004. a. twenty-three b. two third c. twenty-threeth d. twenty-third Exercise IV Unit 2 Marketing ( ) 9. The committee will hold its routine meeting at 14:45. a. a quarter to fifteen b. forty-five past fourteen c. a quarter to fourteen d. a quarter after fifteen ( ) 10. The student found the key to the maths problem was 12 3 . 4 a. twelve and three fourth b. twelve and three quarter c. twelve and three quarters d. twelve and thirds four Exercise V Unit 2 Marketing V. Translate the following sentences into English, using the expressions in the parentheses. 1. 总经理将重要文件分发给部门经理。(hand out) The general manager handed out the important documents to the department managers. 2. 欺骗顾客和逃税构成了他们那个时期的商业政策。(make up) Cheating customers and evading taxes made up their business policy in those days. 3. 在英语中,数学可以简称作maths或math。(for short) Mathematics can be called maths or math for short in English. 4. 这座城市被认为是此经济合作区的龙头。(be known as) This city is known as leading the economic cooperative zone. Exercise V Unit 2 Marketing 5. 虽然这对夫妇对所要买的家具的价格没有异议,但对式样意见不一。 (agree on) Although the couple agreed on the price of the furniture they wanted to buy, they disagreed about the style. 6. 我上个月买了台笔记本电脑,不过花了大价钱。(at a price) I bought a laptop last month but only at a price. 7. 父母辛辛苦苦地工作以支付孩子们的学费。(pay for) The parents work hard to pay for their children’s tuition. 8. 你的不诚实是我最终与你断绝往来的原因。(in the end) Your dishonesty was the reason why I had to break off our relationship in the end. 9. 他叔父决意在乡下定居,而不住在城里。(choose to) His uncle chose to settle in the countryside rather than in the city. Exercise VI Unit 2 Marketing VI. Cloze. Coca-Cola was born 1 Atlanta, Georgia,U.S.A. on May 8,1886. 2 local pharmacist, Dr. John Styth Pemberton 3 the drink at his home. His partner first used the now famous 4 “Coca-Cola”. The first year, sales averaged 9 drinks per day. Each drink sold 5 5 cents. Today billions of gallons are consumed each year. “Coke”, 6 short, is sold in 155 countries around the world. To protect the trade name, “Coca-Cola, Coke,” and even the “familiar shaped bottle” are 7 trademarks. 1. a. at b. on c. of d. in 2. a. A b. The c. / d. An 3. a. created b. discovered c. invented d. formed 4. a. trademark b. watermark c. market d. supermarket 5. a. at b. in c. on d. for 6. a. for b. with c. in d. as 7. a. registered b. enrolled c. registering d. enrolling Exercise VI Unit 2 Marketing Promotion from the early years to 8 day has made Coke the world’s most popular 9 drink. In the early 10 bottling plants were set up in a few countries 11 the U.S.A. Coke introduced the 12 carton, so consumers could easily carry home the beverage. The Chicago World Fair in 1933 introduced the automatic “fountain dispenser”. In 1928 Coke began a connection 13 the Olympics. During World War II, Coke 14 bottling plants close to military camps. When the war ended, the plants remained 15 operation. Coca-Cola became the world’s symbol of peace. Coke is now familiar worldwide. 8. a. recent b. present c. late d. new 9. a. soft b. hard c. black d. cold 10. a. 1900s b. 1900 c. 1900es d. 1900s 11. a. inside b. outside c. upside d. beside 12. a. six-bottle b. six-bottles c. six-bottled d. six bottle 13. a. with b. during c. at d. between 14. a. set up b. set about c. set off d. set aside 15. a. on b. at c. in d. under Extended Activities Unit 2 Marketing • A Phonetic Drills UNIT • B Function and Structure • C Practical Reading • D Additional Vocabulary • E Business World • F Humor Time Phonetic Drills: Central Vowels Unit 2 Marketing • Exercise I • Exercise II • Exercise III • Exercise IV • Exercise V Exercise I Unit 2 Marketing I. Listen to the dialogue and find out the words containing the sounds listed below. Registering A:What’s your surname please? B:It’s Wilson. A:How do you spell it please? B:W-I-L-S-O-N. A:And your initials please? B:P. G. A:What’s your address please? B:27 Grafton Street. A:How do you spell the name of the street? B:G-R-A-F-T-O-N. A:And what’s your telephone number please? B:123 5679. A:Thank you, Mr. Wilson. /:/ surname ___________________________________________________________ /E/ ___________________________________________________________ Wilson, initial, and, address, Grafton, the, number, Mr. number /Q/ ___________________________________________________________ Exercise II Unit 2 Marketing II. Listen and repeat. Pay special attention to the minimal pairs: /:/,/e/,/Q/ /e/ /:/ /Q/ bird bed but fern fen fun hurt held hut dirt debt dust Exercise III Unit 2 Marketing III. Listen to the following sentences and circle the word you hear in the parentheses. 1. My name is (Robert, Herbert) Fox. 2. Mr. Clerk is from (an island, Ireland). 3. I live at No. ( thirty, thirteen). 4. I’ve brought a (parcel, pencil). 5. (First names, Surnames) are more friendly than (first names, surnames). 6. May I introduce (Miss Parson, Mrs. Parson)? 7. John’s father was born in (Bonn, Brene). 8. Have you been looking for her (alone, long)? 9. That was a very good (goal, girl). 10. Some dentists (own, earn) a lot of money; all dentists have a lot of responsibilities. Exercise IV Unit 2 Marketing IV. Read the following words. Pay attention to the stress pattern. ________’ ________ ’ _______ ________ ’________ ________ ________ ago father possible above color suitable away China Canada about manner columnist along sooner exercise Exercise V Unit 2 Marketing V. Repeat the following words using different tones (不同声调). —m ↓m ↑m name name name yes yes yes no no no please please please teacher teacher teacher Function and Structure: Introducing People Unit 2 Marketing • Exercise I • Exercise II Exercise I Unit 2 Marketing I. Practise the following sentences with your partner and then complete the dialogues. Type Introduce Yourself (Informal) Sample Sentences Sample Responses Notes Excuse me, my name is Bill Gates. Hello! I’m Tony, Tony Brown. Hi. My name’s Jack. I’m in the business department. How do you do? I’m George Bush. Hi. Hello. Nice to see you. / Glad to meet you. How are you doing? How are you? Handshaking is not necessary. Add appropriate information about yourself. Exercise I Unit 2 Marketing Type Sample Sentences Introduce Yourself (Formal) Please allow me to introduce myself. Jenny Carter, personnel manager of P&G Company. Sample Responses Same responses as the above. Notes Informal responses are also possible. Exercise I Unit 2 Marketing Type Sample Sentences Sample Responses Notes Introduce Other People (Informal) Betty,this is Peter Brown. Look, here’s Nancy! Nancy, come and meet Peter. Same responses Do you know / Have as the above. you met Mr. Kwon? Wendy, I want you to meet my colleague, Jim ... Use first and last name or first name only. Add information about the person being introduced. Handshaking is not necessary. Exercise I Type Sample Sentences I’d like you to meet Sam, sales manager of M&M. I’d like to introduce a friend of mine, Mr. Carson. I don’t think you’ve met Introduce each other before. Sue, Other this is my new colleague, People David. (Formal) Mr. Johnson, may I introduce you to Mr. Harvey? He’s Chairman of our English Department. Unit 2 Marketing Sample Responses Notes It’s a pleasure to meet you. Pleased to meet you. Pleased to know you. How are you? I’ve known so much about you. I’ve often heard of you. Use “title + last name” or “first name + last name”. No answer is necessary with “How do you do?” Handshaking is common. Exercise I Unit 2 Marketing this is my brother 1. Susan: Mary,______________________ Joe. Mary: I’m very glad to meet you, Joe. Joe: __________________________. It’s a pleasure to meet you 2. Betty: like you to meet Oh, Susan, I’d______________________ my colleague Wendy. Wendy: Hi. Nice to meet you Susan: ______________________. I’d like to introduce a friend of mine Shellie 3. Miss Green: Mrs. Blake, ________________________________, Rhoda. Mrs. Blake: Nice to meet you. Shellie: Hello ______________________. Exercise I Unit 2 Marketing 4. Helen: ______________________. Hello. I’m Helen I’m your next door neighbor. Linda: Hi, I’m Linda. ______________________. Nice to meet you Helen: ______________________, too. By the way, Nice to meet you what’s your major? Linda: Business English. And how about you? Helen: I’m in Accounting Department. Exercise I Unit 2 Marketing 5. Mr. Smith: Mr. King,___________________ Mr. Thatcher have you met before? Mr. King: I don’t think I had the honor. Mr. Smith: Well, let me introduce you to him. Mr. Thatcher, I _______________________, ’d like you to meet Mr. King head of our department. And ______________________, this is Mr. Thatcher Assistant Manager of AT & T. I’m glad to meet you. Mr. Thatcher: ______________________. Mr. King: I’m glad to meet you, too. Exercise II Unit 2 Marketing II. Make dialogues with your partner according to the situations given. Pay special attention to the expressions of introduction. 1. You bring your cousin Jessica to your friend Jane’s birthday party. 2. You are an assistant to Mr. James Holt, who is the Sales Manager of your company. You bring a visiting businessman Mr. Roger Brown to Mr. Holt’s office. 3. You are a guide working for an international travel agency. You meet a group of foreign tourists at the airport. Introduce yourself to them. 4. You, a primary school teacher, introduce a new student, Katie to the whole class. Practical Reading: Price List Unit 2 Marketing • Exercise I • Exercise II Exercise I Unit 2 Marketing I. The following is a price list of products. Unfortunately it has been torn into two parts. Work in pairs to complete the list. Student A: read Part A and cover Part B with a sheet of paper. Student B: read Part B and cover Part A with a sheet of paper. Be sure to ask questions in English to find out the missing information. Part A Code No. 0048 0049 0050 0057 0057B 0059 Description Green 58×72 cm PVC② Pink 44×72 cm PVC Red 88×88 cm PVC Green 44.5 × 25③ White 44.5× Clear 78 Price in $ ① $33.85 $28.00 $79.75 Delivery 3 weeks ①$: U.S. dollar. ②PVC: 聚氯乙烯 (PVC 塑料). ③44.5×25: forty-four point five times/ by/multiplied by twenty-five Exercise I Unit 2 Marketing Part B cm nylon① 25 cm nylon x95 cm PVC $15.00 $14.00 $89.50 10 days 7 days 14 days To order only Immediate ①nylon: 尼龙. Code No. Description Price in$ Delivery 0048 Green 58×72cm PVC $33.85 3 weeks 0049 Pink 44×72cm PVC $28.00 Immediate 0050 Red 88×88cm PVC $79.75 10 days 0057 Green 44.5×25cm nylon $15.00 7 days 0057B White 44.5×25cm nylon $14.00 14 days 0059 Clear 78×95cm PVC $ 89.50 To order only Exercise II Unit 2 Marketing II. Read the completed list and answer the following questions according to the information you get. 1. What is the code number of white 44.5×25 cm nylon? 2. If you need some PVC very urgently, which type on the list will you order? 3. If you order some red 88×88 cm PVC on Oct.6, when will the supplier deliver it to you? 4. If the exchange rate of RMB to USD is 8.25 : 1, how much will you pay for your order of 0057B? 5. How many types of PVC are available for order? Write down their code numbers and prices. Key: 1. 0057B. 2. 0049. 3. On Oct.16. 4. 115.5 yuan (RMB) 5. Four types: 0048 $33.85 0049 $28.00 0050 $79.75 0059 $89.50 Additional Vocabulary Unit 2 Marketing Match the English proper names of the following world-famous companies with their Chinese equivalents. 1-15 1. NIPPON LIFE INSURANCE 1. 菲亚特公司 (意大利) 2-13 2. SIEMENS 2. 瑞士信贷公司 3-17 3. ALLIANZ 3. 日产汽车公司 (日本) 4-20 4. HITACHI 4. 本田汽车公司 (日本) 5-19 5. U.S. POSTAL SERVICE 5. 美洲银行公司 (美国) 6-18 6. MATSUSHITA ELECTRIC INDUSTRIAL 6. 索尼公司 (日本) 7-16 7. PHILIP MORRIS 7. 城市持股公司 (德国) 8-14 8. ING GROUP 8. 雀巢公司 9-12 9. BOEING 9. 美孚石油公司 (美国) 10-11 10. AT & T 10. 通用保险股份公司 (意大利) Additional Vocabulary Unit 2 Marketing 11- 6 11. SONY 11. 美国电报电话公司 (美国) 12- 7 12. MTRO 12. 波音公司 (美国) 13- 3 13. NISSAN MOTOR 13. 西门子公司 (德国) 14- 1 14. FIAT 14. ING 集团公司 (荷兰) 15- 5 15. BANK OF AMERICA CORP 15. 日本人寿保险公司 (日本) 16- 8 16. NESTLE 16. 菲利普—莫里斯公司 (美国) 17- 2 17. CREDIT SUISSE 17. 安联保险 (德国) 18- 4 18. HONDA MOTOR 18. 松下电器产业公司 (日本) 19-10 19. ASSICURAZIONI GENERALI 19. 美国邮政服务公司 (美国) 20- 9 20. MOBIL 20. 日立公司 (日本) Business World Unit 2 Marketing The Marketing Mix(营销策略) The marketing mix is often summarized as the so-called four P’s: product, price, place, promotion; what to sell, to whom, where, and with what support. People and organizations who market a product make decisions as to how, when, and to whom it is to be sold: for example on its design, price, and distribution. People and organizations making these decisions are marketers or marketeers and work in marketing. In different markets, the four P’s have different relative degrees of importance. Consequently, firms use these functions in different ways, or they mix them differently to give a particular marketing mix for a particular market. Humor Time Unit 2 Marketing The sales manager was complaining to a colleague about one of his salesmen. “George is so forgetful that it’s a wonder he can sell anything. I asked him to pick up some sandwiches on his way back from lunch, but I’m sure he’ll even remember to come back.” Just then, the door flew open and in came George. “You’ll never guess what happened!” he shouted. “At lunch, I met Fred Brown, the president of a Fortune 500 company. He hadn’t bought anything from us in ten years. Well, we got to talking, and he gave me an order worth 15 million dollars!” “Excellent!” said the sales manager, “but where are my sandwiches?”