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1、Unit 9 Marketing StrategiesText AnalysisBackground information 1. About the textPosted by Philip David Mortonon August 24, 2016, and updated on December 6, 2017, the fulltext is available athttps: .1. About the authorPhilip David Morton published cultural arts reviews, political essays, theater and

2、arts reviews and film critique for many years for the Huffington Post. He continues as an award nominated Hollywood screen writer and producer. A professional film and TV writer for 20 years, Morton started his career at Saturday Night Live and started his career in features writing for Eddie Murphy

3、, Arnold Schwarzenegger, and other numerous assignments at Paramount, Warner Brothers, 20th Century Fox, New Line Cinema and Dream works Animation. He co-produced the thriller The Unwilling, and co-created and co-wrote the sitcom Malibu Dan: Family Man. The writer of Fire Down Below starring Steven

4、Seagal, he has written on studio features from Fantastic Four to Jack Frost (starring Micheal Keaton) and has been hired on studio projects as far ranging as science fiction, action-adventure and suspense films to family pictures. He wrote the movie 12:01 PM starring Marlin Landau which won the Brus

5、sels Film Festival Award for best picture, and an honorary Edgar Award. The head writer on the ABC sketch comedy pilot series On the Air, his previous work includes a daytime Emmy nomination on the writing staff of Unusual Phenomena, and was pari of the TV animation writing staff for the Emmy award

6、winning year of Tutenstein. Morton has taught screen writing at UCLA Extensions, (https: /author/mortonphil m-250)II. General analysis of the textPartParagraph(s)Main ideaI1-3an introduction to the Hotel Elys6e, emphasizing its long history, maintenance of tradition, home of choice to many celebriti

7、es, and its quality serviceII4-7the convenience and service offered by the hotel (the clubParagraph 6To lure you back outside the hotel guests receive complimentary passes to the New York Sports Club in addition to concierge assistance to any culture events that may entice you. back adv. in a place

8、that you have mentioned before, but that is different from the one you have just been talking about.Back at the hospital, the baby had just been born. pass n. C an official document that gives you permission lo enter a place You always have to show your pass before they 7/ let you in.a boarding/secu

9、rity passParagraph 713. The Monkey Bar, the legendary New York nightspot, is the famous New York restaurant which opened in the Great Depression and sits attached to the hotel. the Great Depression, the severe economic problems that followed the Wall Street Crash of 1929. In the early 1930s, many ba

10、nks and businesses failed, and millions of people lost their jobs in the US and in the UK and the rest of Europe. 经济大萧条attach v. T to fasten, join, or connect sthI attached a photo to my application form.In the UK, packets of cigarettes come with a government health warning attached to them (= on th

11、em).The babies in this unit have various devices attached to them which monitor the vital signs. antonym: detach v. T to separate from a large mass or group and usually without violence or damage.You can detach the handle by undoing this screw.The general detached a small farce to go and guard the p

12、alace.Detach the lower part of the form from this letter and return it to the above address.14. It has hosted such great performers as Jonny Payne and Mel Martin and was a watering hole for many great sports and Hollywood legends and Joe DiNIaggios presence is felt here again. Jonny Payne: a dramati

13、st, novelist, scholar, and a professor at the University of Texas at El Paso and Florida Atlantic Universitys Boca Raton campus. He has been head of a Northwestern University Latin American Studies program in Cusco, Peru. Mel Martin: Melanie Jayne (known as Mel Martin; born 1947), an English actress

14、. She has appeared in British television programmes including The Pallisers, Love for Lydia, Bergerac, Cover Her Face, Lovejoy, Cadfael, When the Boat Comes In, as well as films such as Quincy s Quest (1979), Business As Usual (1987), White Hunter Black Heart (1990) and Tom s Midnight Garden (1999).

15、 watering hole: a pub or bar where people go to drink alcohol 卖酒处(如夜总会、 酒吧间等)sport n. C (informal, old-fashioned) a pleasant, positive, generous person who does not complain about things they are asked to do or about games that they lose 乐观大度的人；有风度的人；输得起的人He was a very bad sport when he lost a game.

16、Be a sport and take your little sister to the movies with you. legend n. C someone who is very famous and admired, usually because of an ability in a particular area 传奇人物 Louis Armstrong is a jazz legend. presence n. C, usually sing a feeling that someone is still in a place although they are not th

17、ere or are deadHis daughters presence seemed to fill her empty bedroom.15. It maintains its great romantic old world quality with its booths of plush fabric and fine linens. old world: or the Old World, i.e., Europe, Asia, and Africa; the Eastern Hemisphere. It is called this because these were the

18、only parts of the world that European people knew about before they discovered the “New World”. The expression is still used in descriptions of plants and animals from Ihis part of the world, but otherwise it is no longer much used. The New World: North, Central, and South America; the Western Hemis

19、phere. The New World is sometimes also thought of as including Australia and New Zealand.Paragraph 8My suite was dedicated to Tennessee Williams and several photographs and collections of his plays were on display. dedicate v. T If you dedicate a book, play, performance, etc., to someone or sth, you

20、 say publicly that it is in honor of that person or thing: This book is dedicated to my children, Claire and Tom. on display: (marketing, commerce) arranged for people to look at or buy in a storeThe store is increasing the number of products on display.Computers are pul on display at one of the com

21、panys retail outlets in the city.18. incorporating a letter he wrote to a friend in the late 1950s in which he explains hell be working on a new Broadway production. incorporate v. T to include something as part of something larger: Suggestions from the survey have been incorporated into/in the fina

22、l design. This aircraft incorporates several new safety features. work on: to spend time repairing or improving something:/ need to work on my pronunciation if Im to pass the exam.The meal tasted great, but you should work on the presentation.The service is still not satisfactoiy, but the company sa

23、y they re working on it.19. Based on the timing of the letter one figures the play is most likely Sweet Bird of Youth,timing n. U the ability to choose the right moment to do or say something, or the time when something happens:The difference between a joke told well and a joke told badly is the tim

24、ing.The timing of the airline strike was bad for our vacation plans. Sweet Bird of Youth, a 1959 play by Tennessee Williams which tells the story of a gigolo and drifter, Chance Wayne, who returns to his home town as the companion of a faded movie star, Alexandra Del Lago (travelling incognito as Pr

25、incess Kosmonopolis), whom he hopes to use to help him break into the movies. The main reason for his homecoming is to get back what he had in his youth: primarily, his old girlfriend, whose father had run him out of town years before. The play was written for Tallulah Bankhead, a good friend of Wil

26、liams.20. It stirred memories of Jimmy Breslins famous story of a hotel guest at the Elysee complaining of a “man typing” at 5am one morning so often that theycouldnt sleep. stir (or stir up) v. T to make someone think about sthSeeing George again stirred old memories in me. Jimmy Breslin: James Ear

27、le Breslin (October 17, 1928 - March 19, 2017), an American journalist and author. Until the time of his death, he wrote a column for the New York Daily News Sunday edition. He wrote numerous novels, and columns of his appeared regularly in various newspapers in his hometown of New York City. He ser

28、ved as a regular columnist for the Long Island newspaper Newsday until his retirement on November 2, 2004, though he still published occasional pieces for the paper. He was known for his newspaper columns which offered a sympathetic viewpoint of the working-class people of New York City, and was awa

29、rded the 1986 Pulitzer Prize fbr Commentary “fbr columns which consistently champion ordinary citizens”.Paragraph 10The dub room doubles as a business center for computer needs or printing. double as: to be also used as sth elseThe kitchen table doubles as my desk when Im writing.Our spare bedroom d

30、oubles up as an office for Dan when he s working at home.Key to the ExercisesPre-class Tasks1. Mini-researchMarketing strategy is a long-term, forward-looking approach to planning with the fundamental goal of achieving a sustainable competitive advantage.“Essentially a formula for how a business is

31、going to compete, what its goals should be and what policies will be needed to carry out these goals.” (Michael Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors, NY, Free Press, 1980). “The pattern of major objectives, purposes and goals and essential policies and pl

32、ans for achieving those goals, stated in such a way as to define what business the company is in or is to be in.(S. Jain, Marketing Planning and Strategy, 1993)The ultimate purpose of marketing strategies is to create brand awareness, generate new leads and ultimately sell your product or service.Ou

33、r marketing strategy should start with a customer problem. A successful product or service solves a problem for the customer. Perform market research to find out what your potential customers want. Use that research to determine how to position the product to meet their needs. Then, you can create a

34、 marketing strategy to attract your audience to this product.2. Co-learningThe author illustrates the phenomenon by showing an example of ice cream selling at the beach.1. Customers may be better served by distributing services throughout a community, but this leaves businesses vulnerable to aggress

35、ive competition.2. In the real world, customers come from more than one direction, and businesses arc free to compete with marketing strategics, by differentiating their product line, and with price cuts, but at the heart of their strategy, companies like to keep their competition as close as possib

36、le.Comprehension r r r r r r rrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrrr rrrr rrrrrrrrrr rrrrrrrrrrrrr r * 0Tripadvisor: Tripadvisor, Inc.(猫途鹰)is an American travel and restaurant website company providing hotel and restaurant reviews, accommodation bookings and other travel-related content. It also

37、 includes interactive travel forums.1. the Big Apple (or Big Apple): a popular name for New York CityMuseum of Modern Art: an art museum located in Midtown Manhattan in New York City, on 53rd Street between Fifth and Sixth Avenues.lt has been important in developing and collecting modernist art, and

38、 is often identified as one of the largest and most influential museums of modern art in the world. Its collection offers an overview of modern and contemporary art, including works of architecture and design, drawing, painting, sculpture, photography, prints, illustrated books and artists books, fi

39、lm, and electronic media.2. the Great Depression: the severe economic problems that followed the Wall Street Crash of 1929. In the early 1930s, many banks and businesses failed, and millions of people lost their jobs in the US and in the UK and the rest of Europe.PartMain ideaI (paras. 1-2)The autho

40、r introduces the Hotel Elysee, emphasizing its long history, its atmosphere, and its architectural feature.II (paras. 3-8)An elaborate introduction of the hotel:1 (para. 3) The hotel was the first choice to many celebrities, literary stars, and sports stars.2 (paras. 4-7) The hotel provides superb s

41、ervice and convenience to customers.3 (para. 8) The hotel meets customers needs with discretion and care.III (para. 9-10)The author recommends the hotel to readers and provides further information about the hotePs facilities.The hotel is committed to maintaining an atmosphere of discreet elegance fr

42、om another time.1 When you walk into the elegant lobby or your own suite you may feel that you have travelled back in time. You feel transported to an era when comfort, style and sophistication was defacto maintained and personal service was provided unconditionally without reservation.2 The hotel o

43、ffers a club room on the second floor where guests can relax in antique chairs or couches that look out the windows to 54th street. This amenity goes far beyond what most hotels provide as you can relax on your own, or invite friends or clients fbr casual meetings.3 To emphasize that this limited qu

44、antity can allow the hotel unusual intimacy with its guests.4 Its a place once frequented by the social celebrities; Ils also a place where you can experience the romantic old world quality; Its also a place where you can have a quick drink or relax for the whole evening.5 Jimmy Breslintells that a

45、lodger complained that someone typed at 5 a.m. so he couldnt sleep. Instead of telling the lodger that it was Tennessee Williams writing his play next door, the front desk simply moved the lodger to a room further away. The author wants to emphasize that the hotel offers discreet and considerate ser

46、vice to every guest.6 The author might be one of the regular customers of the hotel who was impressed by its convenient location, quality service and luxurious comforts and would like to recommend it to other travelers; or, the author might be a columnist of certain travel magazine; or, it could be

47、the advertisement of the hotel written from the perspective of its customer. The purpose of describing the Hotel Elysee is to give the reader a vivid and impressive experience.7 Open-ended.Word Applications,1. charming; 2. elegance; 3. legendary; 4. relaxation; 5. conditional;6. discretion; 7. encha

48、nted; 8. convenience; 9. appreciative; 10. sophisticated旦The phrase “a piece of history means a place with a long history. In the context, “a piece of history5 is a metonymy which uses a trait (some past events connected with the Hotel Elysee) of a place to stand for the place itself (the Hotel Elys

49、ee).1. The phrase “of choice” simply means 4tfavorite or most liked, chosen most often”.2. provides much more thannext to3. even more than beforeofficially made for honoring or remembering4. maintains its status: continues to keep its positionIhe best heeled: the richest peoplethe only one like this; very unusual and special1. rese