1、Unit 7Unit 7MarketingMarketingQuotation Peter F.Drucker(1909-2005)Managementexpert“Business has only two functions-Marketing and innovation.”Peter Ferdinand Drucker(1909 2005)was an Austrian-born American management consultant,educator,and author,whose writings contributed to the philosophical and p
2、ractical foundations of the modern business corporation.He was also a leader in the development of management education,and he invented the concept known as management by objectives.Starting upAThe four Ps form the basis of the marketing mix.If you want to market a product successfully,you need to g
3、et this mix right.Match the Ps(1 4)to the definitions(a to d)1 Product2 Price3 Promotion4 Placea)the cost to the buyer of goods or servicesb)informing customers about products and persuading them to buy themc)where goods or services are availabled)goods or services that are soldStarting upB Listen t
4、o four consumers talking about different products.Decide which of the four Ps each speaker is discussing:product,price,promotion or place.Speaker 1:Speaker 2:Speaker 3:Speaker 4:Place PromotionPrice Product CThink of some products you have brought recently.Why did you buy them?Which of the four Ps i
5、nfluenced your decision to buy?Product Price Promotion Place Starting upD Tell your partner about a marketing campaign that impressed you.VocabularyWord partnershipsAFor each group of words(1 5):a)Fill in the missing vowels.b)Match the words to the definitions(a-c).1 marketa)The percentage of sales
6、a company hasb)Information about what customers want and needc)A group of customers of similar age,income level and social group2 consumera)description of a typical customerb)where and how people buy thingsc)things people buy for their own use3 producta)Introduction of a product to the marketb)Lengt
7、h of time people continue to buy a productc)Set of products made by a companyresearchsegmentsharebehaviorprofilegoodslaunchLife cyclerangeVocabularyWord partnerships4 salesa)How much a company wants to sell in a periodb)How much a company thinks it will sell in a periodc)How much a company has sold
8、in a period5 advertisinga)A business which advises companies on advertising and makes adsb)An amount of money available for advertising during a particular periodc)A program of advertising activities over a period,with particular aimsforecastfigurestargetcampaignbudgetagencyVocabularyWord partnershi
9、psBChoose a well-known brand for each of these product categories.Cars Newspaper&magazineWatches&jewelryClothing VocabularyWord partnershipsGive typical consumer profiles for each brand.Including the following:Example:the Mercedes Age:35+Sex:male Job:executive Income level:70,000+Other products:Hugo
10、 Boss suits,Rolex watches,diving holidays in SeychellesCWhat sort of advertising campaign could you have in your country for each of the brands you chose in Exercise B?How else could you try to increase the sale of each brand?ListeningSuccessful marketingAListen to the first part of an interview wit
11、h Jonathan Turner,Managing Consultant at Oxford Strategic Marketing,and complete the notes.Keys to successful marketing have a passionate curiosity for the _ get a deep understanding of their _ and their _ analyse all the business _ and market _ constantly have a strong business _ have an instinctiv
12、e understanding of how_customerneedsbehavioursdataresearchsenseyour company makes moneyListeningSuccessful marketingBWork in small groups.Discuss in what ways the following points also contribute to successful marketing.1.an awareness of the companys strengths and weaknesses2.an understanding of the
13、 opportunities and threats the company faces3.good communication skills4.a good,creative campaignWhich one do you think Jonathan will mention next?CNow listen to the second part of the interview and seeIf you were right.Do you agree with Jonathan?good communication skillsListeningSuccessful marketin
14、gListen to the last part of the interview and answer the following questions.D1.What kind of company is Oxford Strategic Marketing working for at the moment?A major bank.2.How does the technique called“market segmentation”work?It groups similar types of people together,based upon their behaviours,th
15、eir attitudes,where they live,etc.3.What did Oxford Strategic Marketing do for their client?They designed a questionnaire,commissioned it,and then analysed the research.4.What was surprising about the results of the research?They found that there were about eight groups of customers that mattered in
16、 that particular market place,whereas before,the bank had just been looking at all customers as one single group.ReadingSelling dreamsA Discuss these questions in pairs.1 Which celebrities from your country have appeared in advertisements?What kind of products do they endorse?ReadingSelling dreams2
17、Which world-famous film stars and sportspeople have appeared in advertisements?In your opinion,which of Those ads was the most effective?ReadingSelling dreamsChanel No.5 is the first perfume launched by Parisian couturier Gabrielle Coco Chanel.The chemical formula for the fragrance was compounded by
18、 Russian-French chemist and perfumer Ernest Beaux.ReadingSelling dreamsBBefore you read the article,match the questions with the answers.1 Which are the biggest markets/countries for these products?1 When was Chanel No.5 created?2 Who is Marianne Etchebarne?3 How much did the film cost?4 What kind o
19、f film is it?5 Why are brands looking at new ways of connecting with consumers?6 What does Ms Etchebarne think of the film?a)Because advertising budgets are getting larger.b)Its a thriller.c)She is Chanels artistic director.d)She says it is a pure commercial.e)Eighty million pounds.f)In 1912.Reading
20、Selling dreamsCRead the article and correct the answers in Exercise B.They are all wrong.a)Because every target group is becoming more resistant to the traditional advertising methods.b)Its a fairytale romance.c)She is the international marketing director of Chanel fragrances.d)She says it is a real
21、 piece of art.e)Eighteen million pounds.f)In 1921.D1.Imagine you want to promote a brand.Which of these strategies would you most like to use and why?a)celebrity endorsement c)direct marketingb)Product placement in films d)sponsorship2.Are there any advertisements or commercials that you regard as a
22、rt?Why?Language reviewQuestionsThere are many types of questions in English.The easiest are questions that can be answered yes or no.A:Are you from around here?B:Yes,I am.A:Can I buy you a drink?B:No,thanks.A:Do you come here often?B:Yes,I do.A:Are you married?B:Yes,I am.To form a question from a st
23、atement,first count the number of verbs.John is a doctor.One verb:is(be)Jane drives a sports car.One verb:drivesJoan played basketball last night.One verb:playedJan is eating her dinner now.Two verbs:is eatingJune has rented a car.Two verbs:has rentedShe has been living here since 2003.Three verbs:h
24、as been livingLanguage reviewQuestionsIf there is one verb in the statement and the verb is a form of be,simply switch the positions of the subject and verb.Statement John is a doctor.The Johnsons are here.Question Is John a doctor?Are the Johnsons here?If there are two or three verbs,simply switch
25、the positions of the subject and first verb.Statement Jan is eating her dinner.June has rented a new apartment.She has been living here since 2003.QuestionIs Jan eating her dinner?Has June rented a new apartment?Has she been living here since 2003?Language reviewQuestionsIf there is one verb,and the
26、 verb is not a form of be,1.Add Do to the beginning of the sentence.The Johnsons live in that house.Do the Johnsons live in that house?2.If the main verb carries a third person singular s,move the s to Do,making it Does.Jane drives a car.Does Jane drive a car?3.If the main verb carries past tense,mo
27、ve the past tense to Do,making it Did.Joan played basketball last night.Did Joan play basketball last night?Language reviewQuestionsWh-Questions allow a speaker to find out more information about topics.They are as follows:When?Where?Who?Why?How?What?Which(one)?Whose?Whom?How much?How many?How long?
28、How often?How far?What kind(of)?Time Place Person Reason Manner Object/Idea/ActionChoice of alternatives Possession Person(objective formal)Price,amount(non-count)Quantity(count)Duration Frequency Distance DescriptionLanguage reviewQuestionsA Correct the grammatical mistakes in these sentences.1 Wha
29、t means market niche?What does market niche mean?2 How much it cost?3 Why you dont sell it?4 When it must be finished?5 Did you went to the fair last week?6 Is coming your boss tomorrow?How much does it cost?Why dont you sell it?When must it be finished?Did you go to the fair last week?Is your boss
30、coming tomorrow?Language reviewQuestionsB Write the words in the questions in the correct order.1 Which group do you belong to?2 How old are you?3 Which wines do you prefer?4 How often do you drink wine?5 How much do you usually spend on a bottle of wine?6 Do you have a personal wine cellar at home?
31、7 How many bottles of wine have you selected during the last year?8 Which wine growing areas do you know?9 Do you take various growing areas into account when selecting wine?10 Which taste do you prefer?Dear Mr.Paz-AndradeWe are conducting a consumer survey on international wines.We place great valu
32、e on your personal opinion and,therefore,request your support.QUESTIONLanguage reviewQuestionsThey do their homework at night.(when)Mr.Robertson came to the party alone.(who)The car is across the street from the house.(where)I like the red blouse,not the blue one.(which)She felt better after she too
33、k a nap.(how)My sister called her boyfriend yesterday(when)She talked to him for an hour.(how long)He studies piano at the university.(what)The party lasted all night.(how long)She was eating a sandwich.(what)She is working hard.(how)My parents have two cars.(how many)The man with the white hat is m
34、y brother.(who)I dont get up early because I like to sleep late.(why)We have an English class every day.(how often)They like to dance on weekends.(what)The club is not far from their house.(where)Their favorite kind of music is Latin Jazz.(what)I didnt bring my dictionary today.(why)They are singing
35、 popular songs.(what kind)Work in pairs.Make the following statements into questions with the given question words.SkillsTelephoning:exchanging informationAListen to four people giving their telephone numbers.Tick the correct numbers.1.244252 2.881990 3.020 8045 19304.0033 2399 0324BWork in pairs an
36、d dictate telephone numbers to each other.CWork in pairs.Say the alphabet in English.Check each others pronunciation.Then listen to the recording of the alphabet.SkillsTelephoning:exchanging informationEListen to the first part of the conversation and answer the questions.1 Did they meet their sales
37、 target?2 How has their market share changed?3 What were their total sales?4 How much did they spend on shampoo advertising?Yes,they did.Their market share has increased by 2%.Their total sales were over 1.2 million.They spent 30,000 on shampoo advertising.SkillsTelephoning:exchanging informationFLi
38、sten to the second part of the conversation and complete the chart.1 Customers name2 Nationality3 Telephone number4 Meeting day and dateYoung Joo ChanKorean82 2 0735 8879Friday,18thSkillsTelephoning:exchanging informationG Listen to the conversation again and tick the phrases you have heard.Checking
39、 informationSorry,did you say?Sorry,I didnt catch that.Could you repeat that,please?Let me read that back to you.Asking for informationCould you give me a few details?What about the new range?Did she say when shed like to meet?Finishing a conversationOK,thats it.Thanks very much.That was very helpfu
40、l.I must go now.I think thats everything.Useful languageCASE STUDYBackgroundCompany NationalityProductSource of productSpecial featuresTarget customersHamilton Food and Drink ProductsUSAKristal waterA spring deep under the rocks in Alaska-the purest water in the world with few minerals-nothing is ad
41、ded to change its tastePeople who want to have a healthy lifestyleCASE STUDYLaunch areaMedia Slogan PackagePricePoint of saleResultProduct launchCalifornia,USHealth magazinesThere is no purer drink in the world.1-litre clear glass bottle$3Delicatessens&health food shopsThe product launch was a failu
42、re.-Sales were 60%below forecast.-Customer awareness was low(very few people knew it)CASE STUDYListen to some typical comments from consumers.Consumer 1:Consumer 2:Consumer 3:Consumer 4:Consumer 5:Nothing special,but a bit more expensive.Not worth the extra cost.Its got a fresh taste and could be he
43、althier but you cant see the effect now.Cant find it.Its not available in the supermarket.Too expensive.Can get a similar product for half the price.Never heard of it.CASE STUDYSpeaking Work in groups.You are members of the Marketing Department.Hold a meeting to discuss and decide what the company s
44、hould do to improve the sales of Kristal.WritingAs a member of the Marketing Department of HFDP,design a sales leaflet for the campaign to relaunch Kristal Water.The leaflet will be inserted into lifestyle magazines and sent out as part of a direct marketing campaign.It should attract attention and communicate the reasons why people should buy Kristal.It should also include a slogan.
