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Unit 10 Marketing • This unit deals with various aspects of marketing: • Market research • Applying marketing principles • Promotion • advertising 10.1 The Marketing Mix • This section introduces the topic of marketing, including some crucial concepts and vocabulary, and encourages students to look at some familiar products and hwo they are marketed. Step A • Cereal: 谷类食品;麦片粥 • breakfast ~ 早餐用的谷类食品 Step C • 1. spot: (在无线电广播或电视节目中或在两个节目之间的) 广告的插播 • 2. publicity: (business of) providing information in order to attract public attention; advertising 宣传;广告 • 3. outlet: shop, etc that sells goods made by a particular company 经销店 • outlets for the retail of leather goods • 皮革制品零售店 • 4. hire purchase (US instalment plan) 分期付款购买方式 • We’re buying a TV on ~. • 5. mail order: system of buying and selling goods by post 邮购制度 • buy sth by mail order 以邮购方式购买某物 10.2 Advertisements and Commercials Introduction to Advertisements • What is advertisement? • Advertisement is the noun form of “advertise”. Manufactures use advertisements to attract buyers and make them buy their products. • It can be in written form, visual or audio. II. Functions • Marketing role ---- helping companies sell their products or services • Educational role ---- helping people learn about new products and services • Economic role ---- encouraging competition in product and lowering price • Social role ---- increasing productivity and raise the standard of living Ads have been penetrating into every corners of the world. • Newspaper advertisements • Magazine advertisements • Radio advertisement • Direct mail • Outdoor ads/posters • Television advertisement (报纸上或广 告牌上登出的广告) or TV commercials (收音机或电视中的广告节目) • Internet advertisement Step A • 1. likeable: easy to like; pleasant • 可爱的;讨人喜欢的 • 2. guide: book for travellers, tourists, etc with information about a place (旅行;游览 等)指南 • 3. nostalgic: 怀旧的 • 4. motorist: a person who drives a car 开汽 车的人 • 5. cross-reference: 相互参照注释 About penetration Some ads slogans have become household phrases. Mobiles • Connecting people. Make yourself heard. Intelligence everywhere. Electronics • Feel the new space. Take Toshiba, take the world. Let’s make things better. Besides sales promotion? • Instructiveness • Just do it! • Anything is possible. • Culture • Beauty • Creativity • Culture: public service • Beauty: She works while you rest. • Ariston • Creativity: Calton Beer Match the slogan with the product. • 1. She works while you rest. • A. Maxwell coffee • 2. Good to the last drop. • B. Sprite soda drink • 3. Obey your thirst. • C. Volkswagen(大众) cars • 4. We lead. Others copy. • D. Ricoh（理光） • 5. Ask for more. photocopier • 6. No business too small, no problem • E. IBM corporation too big. • F. The cigarette • 7. Don’t leave home without it. brand “More” • 8. Drivers wanted. • G. Ericsson mobile • 9. Make yourself heard. phone • H. A washing machine • I. American Express （运通） Credit Card Why is the advertisement banned? Pepsi VS. Cocacola • Good advertisements should comply with business ethics. A harmonious competition is favorable. Step C Presentation • Which advertisement do you prefer? Why? • Nokia.mpg • Samsung.wmv • Motorola.wmv Tips to give a presentation • Determine how you are going to express your product’s benefits to the potential buyer. • Give your listener a brief outline of your presentation at the very beginning so that they know what your main points will be. • Make brief notes on each section. Don’t read from the notes---use them as the clue. • Let the listeners know when you’re moving on to a new point. Useful expressions • First of all I’ll… • Then I’ll move on to … • Now I’d like to talk about … • Now I’d like to explain… 10.3 Promoting Products and Brands • Step B • 1. yacht: 帆船 • 2. market (v.): sell • 3. disgusting: 使人反感的 • 4. bubble gum: 口香糖 • 5. biscuit: 饼干 • 6. quality: special or distinguishing feature 特点;特色 • 7.liqueur: 烈酒 • 8. manure: 粪便 • 9. unglamorous: 无魅力的;不吸引人的 • 10. light-hearted: cheerful 轻松愉快的;无忧 无虑的 • 11. sporty: 供娱乐的 • 12. marketable: that can be sold; suitable to be sold 可卖的;适合在市场出售的 Discussion • What is your opinion of the large amounts of money spent on ads for two competing products? • Should people buy things according to what ads say? • To what extent do ads affect people’s consumption? • How important are well-known brand names for you personally? • Discuss the advantages and disadvantages of advertising. 10.4 Possibility, Probability and Certainty • It covers the notions of expressing degrees of certainty, possibility and probability. Step A • 1. drive: organized effort or campaign to achieve sth (为达到某目的而展开的)运动;攻势 • a sales, an export, etc. drive • 推销,出口等运动 • 2. -wise: suffix (with ns forming adjs and advs与 名词结合构成形容词和副词) as far as sth is concerned 在某方面 • businesswise, profitwise • 3. be keen on: be interested in 10.5 Marketing Your Own Region • In this integrated activity, studens will be considering the different stages of marketing a product: • Analysing statistics, conducting market research, devising a questionnaire and carrying out a market survey, considering the strengths and weaknesses of the product, devising a marketing strategy and drafting an advertisement. Step B • Package tour, package holiday: holiday/tour organized by a travel agent, for which one pays a fixed price that includes the cost of transprot, accommodation, etc • 一切由旅行社代办而费用固定的假日旅游 Write the Ads • Focus on the buyer. Use the word “you”. • Construct short sentences and short paragraphs. It will make your ad read more quickly. • Use the active voice not the passive. • Make key benefits and product advantages stand out by using bold type. Linguistic Features (I) Lexical Features • Prefer the familiar word to the unfamiliar • Prefer the concrete word to the abstract • Prefer the simple word to the complex • Prefer the short word to the long 1. Wide use of affirmative words and expressions e.g. new / good (better / best) / free / fresh / delicious / full / sure / clean / wonderful / special / fine / big / great / real / easy /bright / extra / safe / rich 2. Use of “no”, “none”, etc. e.g. M&Ms melt in your mouth, not in your hand. (M&Ms ) No other rubbing. Swift does the work for you. No, no, no! leave it! Swift is a carpet shampoo. 3. Use of “all”, “every”, “always” etc. e.g. Everyone Loves Hartley’s jam. Kleenex is all your nose needs. (Kleenex facial tissue) (II) At the syntactic level 1. Use of short simple sentences e.g. Everyone is invited. (Samsung Digital) 2. Use of everyday sentences e.g. Just do it (Nike) It’s the taste! (Nestle) 3. Use of phrases e.g. Think different (Apple computer) Beyond expectation. (Malaysia Airlines) 4. Use of questions Have you driven a Ford lately (Ford) Investment advice? Definitely UBS. 5. Use of imperative sentences Life is a journey, travel it well. (United Airlines) Rhetorical Characteristics 1. Application of parallelism e.g. Mined in India. Cut in Thailand. Set in Singapore. Sold worldwide. Financed By? (ad for a bank) e.g. Earth is a person to be cared for. Earth is a home to be managed. Earth is a ball to be played with. Earth is an eye watching us. 2. Use of Repetition • Dish after dish after dish. People expect us to be better. • When you’re sipping Lipton, you’re sipping something special. 3. Application of simile e.g. Breakfast without orange juice is like a day without sunshine. Revise your ad • Ask yourself the following questions: • Does my ad have plenty of emotional appeal? • Am I using specifics instead of generalities? • Do I offer proof of my product claims? Does my ad read quickly? • Am I clearly pointing out the advantages of my product? • Are my sentences short? Are my paragraphs short?
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