Unit 2 International MarketingPPT精选文档

Unit2InternationalMarketing国际营销Unit2InternationalMarketingOverviewVocabulary—marketingcollocationsReading—internationalmarketingmixLanguagereview—nouncompoundsandnounphrasesSkills—brainstormingThelaststageoffittingtheproducttothemarketisfittingthemarkettotheproduct.CliveJames,AustralianwriterandbroadcasterStaringup:Whatproductsdoyouknowthataremarketedinternationally?Discussthesequestions.(groupwork)Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket?Whatkindsproblemdocompaniesfacewhentheygointernational?Whatmethodscancompaniesusetoenteroverseasmarkets?(C)Coca-Colahashadseveralsuccessfulslogans.Forexample,I’dliketobuytheworldaCoke;Can’tbeatthefeeling;Cokeaddslife.Whatslogansforproductshaveimpressedyou?Explainwhy.(Eachgroupfinds3famousslogans)(D)Choosethreeproductsanddiscussideasforsloganswhichcouldbeusedthroughouttheworld.Maotai(eachgroup3slogans,brainstorming)Vocabulary—marketingcollocations(A)Completethestatementswithsuitablemarketingexpressionsfromthebox.buyinghabits,economicsituation,governmentbureaucracy,incomedistribution,monetaryregulations,politicalstabilityBecauseoftight_______________________________companyprofitscouldnotbetakenoutofthecountry.Redtape(繁琐手续）andotherexamplesof_______________________hinderacompany’sentryintoamarket.Thecountryisattractivetoexportersbecauseithasenjoyed__________________forthelast50years.monetary/currencyregulationsgovernmentbureaucracypoliticalstability4.Thepurchasingbehaviourofconsumerscanbedescribedastheir______________.5.The______________________isimprovingleadingtoariseinemployment.6._____________________isatermusedbyeconomiststodescribehowwealthissharedinacountry.buyinghabitseconomicsituationIncomedistribution（B）Discussthesequestions:(groupwork)Whataresomeofthemainbenefitsofpoliticalstability?Howwouldyoudescribethepresenteconomicsituationofourcountrycomparedto20yearsago?Wouldyouliketoseeamoreequalincomedistributioninourcountry?Explainwhyorwhynot.(C)Lookatthewordsandphrasesbelow.Underlinetheoddoneout.a)growingmarketc)expandingmarketb)developingmarketd)decliningmarket2.a)swampamarketc)floodamarketb)corneramarketd)saturateamarket3.a)opinionpollc)spotcheck（现场检查）b)focusgroupd)survey4.a)marketsectorc)marketsegmentb)marketpotentiald)marketniche(环境）5.a)internationalmarketc)domesticmarketb)overseasmarketd)worldwidemarket6.a)launchaproductc)bringoutaproductb)introduceaproductd)exhibitaproduct7.a)sluggishmarketc)stablemarketb)flatmarketd)volatilemarket8.a)pointofsalec)enduserb)retailoutletd)salesnetwork9.a)specialofferc)discountb)freesampled)slogan10.a)intermediaryc)wholesalerb)distributord)exporterReading:InternationalmarketingmixThinkofsomeglobalbrands-forexampleinthecar,fastfoodorsoftdrinkindustries.Howaretheytailoredtomeetlocalneeds?(groupdiscussion)Whataretheadvantagesanddisadvantagesofadaptingaproducttodifferentoverseasmarkets?(groupdiscussion)Readthearticle.Thencompletethetablethatfollowsit.CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sCoca-ColaCiti-bankUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColaCiti-bankUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoapDifferentingredientsinIndiaandEastAfrica,butsamepositioning-inexpensive,everyday,antibacterial(D)Whatothercompaniesdoesthearticlemention?Whatdoesitsayabouttheirmarketingapproaches?Rolex,WatchesSameapproacheverywhereforhighachievers,upmarketdistributionoutlets,premiumpriceLine74:miningallmarketsforrelevantinformationGatheringinformationfromdifferentmarketsLine86:Meldingproductideas:Combiningproductideas（E）Discussthefollowingquestions:Howhasnewtechnologycontributedtothedevelopmentofnewproducts,accordingtothearticle?(pairwork)TheadventoftheInternetandIntranetshasthepotentialtoacceleratetheprocessofminingallmarketsforrelevantinformationandforfeaturesthatcanbeincludedinnewproducts.(line71)2.HowdoJapanese,USandGermancompaniesdifferintheirapproachestoproductdevelopment?(pairwork)Japanesecompaniestendtobelievemuchmoreingettingnewproductstomarketandthengauge(判断）thereactiontothem.(line96)UScompaniestendtousemoreformalmarketresearchmethods.(line107)ForGermancompanies,productdevelopmentschedulestendtobemoreimportant.(line111)(F)Choosethebestdefinitionofthewordsbelowexorbitantly(line23)muchhigherthanusualmuchlowerthanusualthesameasusual2.spectrum（line52)rangeb)choicec)potential3.customise(line55)designspeciallyorderspeciallytestspecially4.compromise(line59)chooseamiddlewaymakeapromiseachieveyouraim5.gauging(line100)assessingguessingpredictingReading:Unit2InternationalMarketingReadingFindingtherightinternationalmix.寻找适当的国际营销组合Languagereview:NouncompoundsandnounphrasesNouncompoundsarecommoninbusinessbecausetheyareshorterandmoreconvenientthannounphrases.Forexample:anexportlicenseratherthanalicensetoexportaconsumerprotectionlawratherthanalawfortheprotectionofconsumers2.Newcompoundsareformedallthetime.Therearenoabsoluterulesaboutspelling.Sometimestheyaretwowords(withorwithoutahyphen)andsometimes,whenwidelyestablished,theybecomeone.Forexample:Dataprotectiondata-miningdatabase3.Longernounphrasesarealsocommon.Theymayconsistofadverbs,adjectivesandcompoundnouns.Thefollowingpatternsaretypical.AdverbAdjective/-ingparticipleNoun/GerundHeadnounincreasinglydifficultlong-termexpandingmarketmarketingoverseasconditionsstrategysalesmarkedlydifferentchangingnewconsumptionproductdevelopmentresearchwayspatternsstrategiescentresFindnounphrasesinthearticleonpage16whichhavesimilarmeaningstothephrasesbelow?thingsthatmakeaproductdifferentforaparticularcountry(para.2)generaltrendsinthewaypeoplebuyandusegoods(para.3)waysofdevelopinganewproduct(para4)country-specificdifferentiatingfeatures(L16)changingconsumptionpatterns(Line37)newproductdevelopmentstrategies(Line53)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)9.aplacewhereexpensivegoodsaresold(para.9)10.ahighpriceforsomethingspecialorunusual(para.9)upmarket(高档的）distributionoutlet(Line150)premiumprice(Line152)(C)Thewordsineachofthenounphrasesbelowareinthewrongorder.Writethephraseinyourtableintheircorrectform(pairwork)1.ImpressivefiguressalesreallyReallyimpressivesalesfiguresadv.+adj+n.+n.2.DepartmentnewpublicrelationsNewpublicrelationsdepartment3.HighlyresearchmarketambitiousprogrammeHighlyambitiousmarketresearchprogramme4.OverseasexpandingoperationsExpandingoverseasoperations5.RapidlysheetbalanceimprovingRapidlyimprovingbalancesheet6.ExtremelyrateexchangevolatileExtremelyvolatileexchangerate7.HighlymarketingreportconfidentialHighlyconfidentialmarketingreport8.SuccessfulincrediblyfairtradeIncrediblysuccessfultradefairSkills:Brainstorming(头脑风暴法）Brainstormingisausefulwayofgeneratingcreativeideasinmeetings.Decidewhichtipsbelowaregoodadviceandwhichonesyoudisagreewith.(pairwork)Explainthepurposeofthemeetingclearly.Askeachpersontospeakinturn,startingwiththemostsenior.Announcethetimelimitforthemeeting.Avoidcriticisingorjudgingideasduringthesession.Encourageideas,howeverunusualtheymaybe.Don’tinterruptwhenpeopleareofferingsuggestions.Makesureeveryonekeepstothepoint.Don’tspendtimeondetails.2.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?2.Whattypesofpromotionarementionedbyparticipants?2.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?TodeveloppromotionalideasfortheBusinessSolutionswebsite.2.Whattypesofpromotionarementionedbyparticipants?Advertisingontelevisionandradio;on-linepromotion;directmailing;pressadvertisingintraditionalnewspapers,businessmagazinesandjournals.(C)2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?(C)2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?Sendamailingtothenamesofthecontactbase,containingabrochureand/oraCDRom;anevent,forexampleonariverboat;billboardadvertising.2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?Nextmeetinginthreeweeks;informationonthebudgetandthecostofthedifferentpromotionalactivitiesUsefullanguage:StatingobjectivesThepurposeofthemeetingthismorningis…(Tentative(犹豫地/尝试地）/Neutral（中立地）—T/N)MakingsuggestionsIthinkwecouldsendoutglossybrochures…(Tentative/Neutral—T/N)ExpressingenthusiasmThat’sgreat!(Strong—S)EncouragingcontributionsAnythinggoes…(Strong—S)AgreeingYes,that'sagoodidea.(Strong—S)(D)MatchthecommentsmadebytheparticipantstotheheadingsintheUsefullanguageboxbelow.YoucanusetheAudioscriptsonpage156and157tocheckthecontextofthecomments.(Somecommentscanbeputundermorethanoneheading.)Fireaway.Excellent!Ithinkwe’dreachawideaudience…Weshoulddefinitelydosomeofthat.Absolutely!Whataboutpressadvertising?Thatmightbeoneway…Woulditbeworthsponsoringsomekindofevent?Itwouldbegreattodoapresentation…Whataboutthat?SsT/NT/NST/NT/NT/NST/N(E)Chooseoneofthesituationsbelowandholdabrainstormingmeeting.(Groupwork)1.Yourcompanyhasdevelopedanewfabricwhichisexceptionallystrong,lightandwaterproof.Brainstormideasfornewproductsusingthefabric.2.YourcompanywillshortlybereceivingavisitfromsomeimportantChinesebusinesspeoplewhowishtosetupajointventurewithyourfirm.BrainstormideasforsuitablegiftsforthethreeChinesevisitors.