1、Unit 2International Marketing国际营销国际营销1ppt课件Unit 2International MarketingOverviewVocabularymarketing collocationsReadinginternational marketing mixLanguage reviewnoun compounds and noun phrasesSkillsbrainstorming2ppt课件The last stage of fitting the product to the market is fitting the market to the pr
2、oduct.Clive James,Australian writer and broadcaster3ppt课件Staring up:(A)What products do you know that are marketed internationally?(B)Discuss these questions.(group work)1.What are the advantages for a company of expanding beyond its domestic market?2.What kinds problem do companies face when they g
3、o international?3.What methods can companies use to enter overseas markets?4ppt课件(C)Coca-Cola has had several successful slogans.For example,Id like to buy the world a Coke;Cant beat the feeling;Coke adds life.What slogans for products have impressed you?Explain why.(Each groupfinds 3 famous slogans
4、)(D)Choose three products and discuss ideas for slogans which could be used throughout the world.Maotai(each group 3 slogans,brainstorming)5ppt课件Vocabularymarketing collocations(A)Complete the statements with suitable marketing expressions from the box.buying habits,economic situation,government bur
5、eaucracy,income distribution,monetary regulations,political stability6ppt课件1.Because of tight_ company profits could not be taken out of the country.2.Red tape(繁琐手续）繁琐手续）and other examples of _ hinder a companys entry into a market.3.The country is attractive to exporters because it has enjoyed _for
6、 the last 50 years.monetary/currency regulationsgovernment bureaucracypolitical stability7ppt课件4.The purchasing behaviour of consumers can be described as their _.5.The _ is improving leading to a rise in employment.6._ is a term used by economists to describe how wealth is shared in a country.buyin
7、g habitseconomic situationIncome distribution8ppt课件（B）Discuss these questions:(group work)1.What are some of the main benefits of political stability?2.How would you describe the present economic situation of our country compared to 20 years ago?3.Would you like to see a more equal income distributi
8、on in our country?Explain why or why not.9ppt课件(C)Look at the words and phrases below.Underline the odd one out.1.a)growing market c)expanding market b)developing market d)declining market2.a)swamp a market c)flood a market b)corner a market d)saturate a market3.a)opinion poll c)spot check（现场检查）（现场检
9、查）b)focus group d)survey 4.a)market sector c)market segment b)market potential d)market niche(环境）环境）10ppt课件5.a)international market c)domestic market b)overseas market d)worldwide market6.a)launch a product c)bring out a product b)introduce a product d)exhibit a product7.a)sluggish market c)stable m
10、arket b)flat market d)volatile market8.a)point of sale c)end user b)retail outlet d)sales network 11ppt课件9.a)special offer c)discount b)free sample d)slogan10.a)intermediary c)wholesaler b)distributor d)exporter12ppt课件Reading:International marketing mix(A)Think of some global brands-for example in t
11、he car,fast food or soft drink industries.How are they tailored to meet local needs?(group discussion)(B)What are the advantages and disadvantages of adapting a product to different overseas markets?(group discussion)(C)Read the article.Then complete the table that follows it.13ppt课件Company logoProd
12、uctMarketing approachNissancarsReduced number of chassis designsKelloggsCoca-ColaCiti-bankUnilever14ppt课件Company logoProductMarketing approachNissancarsReduced number of chassis designsKelloggsBreakfast cerealCoca-ColaCiti-bankUnilever15ppt课件Company logoProductMarketing approachNissancarsReduced num
13、ber of chassis designsKelloggsBreakfast cerealCoca-ColacolaCiti-bankUnilever16ppt课件Company logoProductMarketing approachNissancarsReduced number of chassis designsKelloggsBreakfast cerealCoca-ColacolaCiti-bankCredit cardUnilever17ppt课件Company logoProductMarketing approachNissancarsReduced number of
14、chassis designsKelloggsBreakfast cerealCoca-ColacolaCiti-bankCredit cardUnilever Lifebuoy soap18ppt课件Company logoProductMarketing approachNissancarsReduced number of chassis designsKelloggsBreakfast cerealIgnored research and introduced cereal in France;changed consumption patternsCoca-ColacolaCiti-
15、bankCredit cardUnilever Lifebuoy soap19ppt课件Company logoProductMarketing approachNissancarsReduced number of chassis designsKelloggsBreakfast cerealIgnored research and introduced cereal in France;changed consumption patternsCoca-ColacolaChanges flavour to suit local tastesCiti-bankCredit cardUnilev
16、er Lifebuoy soap20ppt课件Company logoProductMarketing approachNissancarsReduced number of chassis designsKelloggsBreakfast cerealIgnored research and introduced cereal in France;changed consumption patternsCoca-ColacolaChanges flavour to suit local tastesCiti-bankCredit cardLaunched sequentially and t
17、ailored the product features for each countryUnilever Lifebuoy soap21ppt课件Company logoProductMarketing approachNissancarsReduced number of chassis designsKelloggsBreakfast cerealIgnored research and introduced cereal in France;changed consumption patternsCoca-ColacolaChanges flavour to suit local ta
18、stesCiti-bankCredit cardLaunched sequentially and tailored the product features for each countryUnilever Lifebuoy soapDifferent ingredients in India and East Africa,but same positioning-inexpensive,everyday,antibacterial22ppt课件(D)What other companies does the article mention?What does it say about t
19、heir marketing approaches?Rolex,WatchesSame approach everywhere for high achievers,upmarket distribution outlets,premium priceLine 74:mining all markets for relevant informationGathering information from different marketsLine 86:Melding product ideas:Combining product ideas23ppt课件（E）Discuss the foll
20、owing questions:1.How has new technology contributed to the development of new products,according to the article?(pair work)The advent of the Internet and Intranets has the potential to accelerate the process of mining all markets for relevant information and for features that can be included in new
21、 products.(line 71)24ppt课件2.How do Japanese,US and German companies differ in their approaches to product development?(pair work)Japanese companies tend to believe much more in getting new products to market and then gauge(判断）判断）the reaction to them.(line 96)US companies tend to use more formal mark
22、et research methods.(line 107)For German companies,product development schedules tend to be more important.(line 111)25ppt课件(F)Choose the best definition of the words below1.exorbitantly(line 23)a)much higher than usualb)much lower than usualc)the same as usual2.spectrum（line 52)a)range b)choice c)p
23、otential3.customise(line 55)a)design speciallyb)order speciallyc)test specially26ppt课件promise(line 59)a)choose a middle wayb)make a promisec)achieve your aim5.gauging(line 100)a)assessing b)guessing c)predicting27ppt课件Reading:Unit 2International MarketingReadingFinding the right international mix.寻找
24、适当的国际营销组合寻找适当的国际营销组合28ppt课件Language review:Noun compounds and noun phrases1.Noun compounds are common in business because they are shorter and more convenient than noun phrases.For example:an export license rather than a license to exporta consumer protection law rather than a law for the protection
25、 of consumers29ppt课件2.New compounds are formed all the time.There are no absolute rules about spelling.Sometimes they are two words(with or without a hyphen)and sometimes,when widely established,they become one.For example:Data protection data-mining database30ppt课件3.Longer noun phrases are also com
26、mon.They may consist of adverbs,adjectives and compound nouns.The following patterns are typical.AdverbAdjective/-ing participleNoun/GerundHead nounincreasinglydifficultlong-termexpandingmarketmarketingoverseasconditionsstrategysalesmarkedlydifferentchangingnewconsumptionproductdevelopmentresearchwa
27、yspatternsstrategiescentres31ppt课件(A)Find noun phrases in the article on page 16 which have similar meanings to the phrases below?1.things that make a product different for a particular country(para.2)2.general trends in the way people buy and use goods(para.3)3.ways of developing a new product(para
28、 4)country-specific differentiating features(L16)changing consumption patterns(Line37)new product development strategies(Line 53)32ppt课件4.places where worldwide markets are investigated(para 6)5.places where software is produced(para.7)6.methods of investigating markets(para.7)7.programmes for devel
29、oping goods(para.7)8.choices about price,product,promotion,place(para.8)global research laboratories(Line 78)software development establishments(Line88)formal market research methods(Line 109)product development schedules(Line 111)marketing mix decisions(Line 127)33ppt课件9.a place where expensive goo
30、ds are sold(para.9)10.a high price for something special or unusual(para.9)upmarket(高档的）高档的）distribution outlet (Line 150)premium price (Line 152)(C)The words in each of the noun phrases below are in the wrong order.Write the phrase in your table in their correct form(pair work)1.Impressive figures
31、sales really Really impressive sales figures adv.+adj+n.+n.34ppt课件2.Department new public relationsNew public relations department3.Highly research market ambitious programmeHighly ambitious market research programme4.Overseas expanding operationsExpanding overseas operations5.Rapidly sheet balance
32、improvingRapidly improving balance sheet35ppt课件6.Extremely rate exchange volatileExtremely volatile exchange rate7.Highly marketing report confidentialHighly confidential marketing report8.Successful incredibly fair tradeIncredibly successful trade fair36ppt课件Skills:Brainstorming (头脑风暴法）头脑风暴法）(A)Bra
33、instorming is a useful way of generating creative ideas in meetings.Decide which tips below are good advice and which ones you disagree with.(pair work)37ppt课件1.Explain the purpose of the meeting clearly.2.Ask each person to speak in turn,starting with the most senior.3.Announce the time limit for t
34、he meeting.4.Avoid criticising or judging ideas during the session.5.Encourage ideas,however unusual they may be.6.Dont interrupt when people are offering suggestions.7.Make sure everyone keeps to the point.8.Dont spend time on details.38ppt课件2.1 Listen to the first part of an authentic brainstormin
35、g meeting between the three members of the Marketing Department at Business Solutions Limited.Then answer these questions.1.What is the purpose of the meeting?2.What types of promotion are mentioned by participants?39ppt课件2.1 Listen to the first part of an authentic brainstorming meeting between the
36、 three members of the Marketing Department at Business Solutions Limited.Then answer these questions.1.What is the purpose of the meeting?To develop promotional ideas for the Business Solutions website.40ppt课件2.What types of promotion are mentioned by participants?Advertising on television and radio
37、;on-line promotion;direct mailing;press advertising in traditional newspapers,business magazines and journals.41ppt课件(C)2.2 Now listen to the rest of the meeting and answer these questions.1.What other ideas for promoting the website are mentioned by participants?2.When is the next meeting?What info
38、rmation will the participants get then?42ppt课件(C)2.2 Now listen to the rest of the meeting and answer these questions.1.What other ideas for promoting the website are mentioned by participants?Send a mailing to the names of the contact base,containing a brochure and/or a CD Rom;an event,for example
39、on a river boat;billboard advertising.43ppt课件2.When is the next meeting?What information will the participants get then?Next meeting in three weeks;information on the budget and the cost of the different promotional activities44ppt课件Useful language:Stating objectivesThe purpose of the meeting this m
40、orning is(Tentative(犹豫地犹豫地/尝试地）尝试地）/Neutral（中立地）（中立地）T/N)Making suggestionsI think we could send out glossy brochures(Tentative/NeutralT/N)45ppt课件Expressing enthusiasmThats great!(StrongS)Encouraging contributionsAnything goes(StrongS)AgreeingYes,thats a good idea.(StrongS)46ppt课件(D)Match the commen
41、ts made by the participants to the headings in the Useful language box below.You can use the Audio scripts on page 156 and 157 to check the context of the comments.(Some comments can be put under more than one heading.)47ppt课件1.Fire away.2.Excellent!3.I think wed reach a wide audience4.We should def
42、initely do some of that.5.Absolutely!6.What about press advertising?7.That might be one way8.Would it be worth sponsoring some kind of event?9.It would be great to do a presentation10.What about that?SsT/NT/NST/NT/NT/NST/N48ppt课件(E)Choose one of the situations below and hold a brainstorming meeting.
43、(Group work)1.Your company has developed a new fabric which is exceptionally strong,light and waterproof.Brainstorm ideas for new products using the fabric.2.Your company will shortly be receiving a visit from some important Chinese business people who wish to set up a joint venture with your firm.Brainstorm ideas for suitable gifts for the three Chinese visitors.49ppt课件
