1、Unit9 Marketing StrategiesPart One Warm-up How many marketing strategies do you know?Discuss this question with your partners in groups.Key to the Question in Warm-up（1）Product extension(产品延伸策略)（2）Product adaptation(产品适应策略)（3）Product invention(产品创新策略)For more details,read the passage of Part Four Bu
2、siness Knowledge of this unit on the textbook.Part Two Situational DialoguesDialogue 1 joint venture 合资企业合资企业 I would also receive joint venture offers or requests in the email.在电子邮件里，我也会收到一些联合企业的提供和要求。The joint venture is not up and running,because China lacks laws covering wealth management.由于中国缺少
3、针对财富管理的法律，这方面的合资企业尚未启动。appearance n.外观外观 appearance quality 外观质量 personal appearance 个人形象，仪表 elegant appearance 美观大方 The car is not bad in appearance.这辆小车外表看起来还不赖。property prpti n.性能性能 mechanical property 机械性能 real property 不动产 intellectual property 知识产权 property right 产权 He settled his property on
4、his friend.他把财产赠给了他的朋友。Part Two Situational DialoguesDialogue 3feasible fi zib()l adj.可行可行的的 We all think this proposal feasible.大家认为这个建议是可行的。This is because it is not always feasible to consolidate enterprise data into a data mart or warehouse.这是因为，将企业数据合并到专用数据栈或数据仓库之内并不总是可行。Part Three Classroom Ac
5、tivitiesActivity 1 Marketing strategy plays an important role in the development of an enterprise.If your company has produced a new product and needs a marketing plan to promote the sale of products.What can you do?Discuss this topic with your partners and then make a dialogue to show what and how
6、you have discussed.Sample dialogue(part 1)A:So,do you have a marketing plan for our new product?B:Yes,I do.After weeks of marketing research,I think we are in good shape.One of our main strengths is the fine quality of our new product,so there must be a good market opportunity for the novelty of our
7、 product.Since our company already has a good image,I dont see many weaknesses.A:I assume we dont need to worry about creating a need,with the selling season almost here.B:Right.As for the marketing mix,we might as well alter the package of our product.The main promotion will be through advertising
8、next month,using a pull strategy,of course.We havent finalized our ads yet,so III have to let you know.Sample dialogue(part 2)A:As for ads,have you got any new ideas?B:Yes.The market is going to go up of course during the selling season.Therefore,I think we should put more emphasis on ads in the low
9、 season.A:It sounds good!We can do some comparative advertising.Our product is definitely better than the competitions.B:Yes.We may also use a variety of media for full coverage.First of all,well have some outdoor ads using billboards near the entrances to big cities.At the same time,well do 15-seco
10、nd radio commercials 3 times a day in selected cities with large populations.Finally,well have 30-second spots on television once a day for 3 weeks.A:Sounds like an ideal approach.Activity 2 If you are a salesman of electric bicycles,now you need to recommend your latest electric bicycle to a custom
11、er.Do you know how to persuade him to purchase your products?Exchange your opinions with your partners about the questions and then make a dialogue to show what and how you have discussed.Sample dialogue(part 1)A:Good afternoon,Mr.Green.B:Good afternoon,Mr.Wang.A:Im very glad to have the opportunity
12、 to recommend to you our latest electric bicycle of this year.B:What about the functions?A:It combines the strong points of motorcycles and bicycles.It runs faster than the bicycle,powered either physically or electrically.And it doesnt burn gas and discharges no pollutants.B:Sounds great.Have you l
13、ooked into the sales?A:Such products will gain in popularity because of their fine quality and competitive prices.They will be well marketable in your area.Sample dialogue(part 2)B:Good.But it looks so stout in some parts.Wont it be too heavy?A:No,it wont.We have bikes for gents and ladies of differ
14、ent sizes and various colors.The largest size has a net weight of around 17.5 kilos,and the smallest size about 16 kilos only,even lighter than an average bicycle.B:Thats impressive.Activity 3 You are the sales manager of Children Toy Company,and you would like to recommend your products to Mr.Leo,a
15、 regular customer.You need to let him know the model and the price.Try your best to make a dialogue in pairs.Sample dialogue(part 1)A:Good morning.Mr.Leo,my name is Chen Xiao and I come here to see whether you have interest in our new toys.B:Yes,Im very interested in toys for children.A:Right.Here i
16、s a brochure for some new models.Please have a look.B:OK.Could you tell me something about them?A:Certainly.The toys on these pages are machine toys,electronic toys and intellectual toys,suitable for children from the age of five upwards.The toys on those pages are bamboo wooden toys,plastic toys an
17、d plush toys,suitable for children under five.They are all available from stock.Sample dialogue(part 2)B:Quite interesting.A:Theyve only been on the market for a few months,but they already are very popular.B:How about the prices?A:The prices can be found on the price list.Here is the price list,Sir
18、.B:Id also like to get some information about the discount.Can you give me a good discount on a large order?A:Well,it depends on the size of the order.B:OK.Would you give me your name and address?A:Heres my card.Part Five HomeworkTask 1 Do you know the main functions of a marketing consultant?Discus
19、s this topic with your partners and then make a dialogue to show what and how you have discussed.Sample dialogue(part 1)V:Mr.Cutlock,can I ask you about the main functions of a marketing consultant?C:I say it is similar to any other consultant in that he supplies short bursts of specialist expertise
20、 when needed by a company.This frees the company from employing such skills throughout the year.V:What exactly do you mean by short bursts of expertise?C:Well,when a new product is being launched,or an old product is being redeveloped or changed in some way to make it more attractive for the market,
21、there is a great deal of work in the field of research.And it is unlikely that the company itself has sufficient staff which will be still working on their old products and keeping the company going.Sample dialogue(part 2)V:So a company is likely to call in a marketing consultant when it is stepping
22、 outside its established field and wishes for specialist advice?C:Yes,that is true.V:And when it calls in a marketing consultant what concrete help are you able to offer?C:Well,we may first find where the company is going and how it wishes to develop.Its then necessary to look at the resources of th
23、e company,what it has,what it can offer.Having done this,you then develop marketing objectives.Marketing objectives include.Task 2 Owing to the fierce competition in the international market,you need to show your consumers that your products have an edge.How to differentiate your products from the o
24、thers?Exchange your opinions with your partners about the questions.Sample dialogue(part 1)Evan:The question on everyones mind is,how can we reach our target demographic?What television shows do they watch?What magazines do they read?Mary:I think youre forgetting a little something about our target
25、demographic.Young adults aged 18-25 watch their TV and read their magazines on the Internet!Evan:Oh,youre right.Sometimes I forget that everyones glued to their computers these days.Mary:I think we might really have some success with a viral marketing campaign.I can see it now:a short video clip of
26、two kids rapping about our latest product.Sample dialogue(part 2)Evan:Do you really think something that low-budget will be effective?Mary:It worked for our competitors.We need to show our consumers that our products have an edge.Evan:Well,lets give it a try.What have we got to lose?Mary:Thats the s
27、pirit.Ill get our art department working on it right away.Task 3Translate the following sentences from Chinese into English.Key to the CE Exercises（1）How have the preparations for the new marketing campaign been going?（2）I dont think that a joint venture is suitable for our type of consumer products
28、 because it is not necessary for us to have a local partner.（3）I think we can make a name for ourselves.It will be hard at first.But if we develop a good advertising campaign,I think we can break into the market.（4）The reason is that even if the quality is high,people wont accept a high tech product
29、 unless they recognize the name.（5）But the price is almost double of the original type.It is thought that the original type is very practical though the appearance looks a bit out of fashion.Key to the CE Exercises（6）Did you have a chance to look over the information I gave you.（7）But your new racke
30、ts are not well-known,and the look isnt attractive enough.So the higher prices may push away customers.（8）I really think it would be better at first for you to sell this new line of rackets at a lower price.（9）I dont think thats feasible.Weve already had an unexpected rise in materials costs.The pri
31、ce isnt very flexible.（10）Now weve decided to go global,what form of entry should we use to get into the international market?Task 4Translate the following sentences from English into ChineseKey to the EC Exercises（1）但是在我们进一步行动之前，我们还需对我们的新产品做一些进一步的考虑。（2）我认为我们应该请一位经销代理人和一名业务顾问。（3）在决定进行这个计划之前我们要多做一些调查
32、研究。（4）这是我们改进后的产品。小得多，携带又方便。（5）如果您对我们的产品感兴趣，请随时与我联系。我期待早日收到您订单。Key to the EC Exercises（6）不过，这组网球拍的价钱使得市场上的竞争对你们很不利。（7）虽然竞争者的产品不如你们的好，但是比较便宜，也比较好看，因此在短期内能很快地获得利润。（8）您觉得我们的球拍不容易吸引新顾客是因为价钱和外观设计？（9）开始大概一千支左右。若依您上回说的价钱打八五折，那就值得考虑。（10）但是我认为我们在做任何事情之前，应该先编制一本完整的策略指南。Task 5Complete the sentences based on wha
33、t you have learnedKey to Task 5（1）what form of entry should we use to get into the international market?（2）We have the right to sell in America at a much lower tariff.（3）So I think that we need to make considerations of the new product as thorough as possible.（4）But it is the fact that the new type
34、is much more efficient and it has some properties the old one doesnt have.（5）Ill telephone you when Im ready.Key to Task 5（6）As I said before,your level of quality is very high.（7）Our products have sold very well in the North American market so far.（8）Though I understand you have a solid line.I have to look for a dependable profit.（9）If your order is large,we could offer you a bulk discount.（10）Let me take your samples back to my boss.Well think it over and contact you later.Thanks for Your Attention!
