新职业英语视听说教程2Unit-7省名师优质课赛课获奖课件市赛课一等奖课件.ppt

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1、UNIT 7Marketing第1页OutlineListening1Watching2Speaking3Supplementary Material4122121Further ListeningFurther WatchingFun Time第2页Teaching PlanlIn ClassPeriod 1:Listening 1 Speaking 1(Task 1-2)Period 2:Watching 1 Speaking 1(Task 3-4)Period 3:Listening 2 Speaking 2(Task 1-2)Period 4:Watching 2 Speaking 2

2、(Task 3-4)lAfter ClassUnit File+Supplementary Listening+Project第3页Learning FocusKnowledge:lTo build up the vocabulary about marketing a new product.lTo learn to get a general idea of the typical working situations in marketing a new product.Skills：lTo get the vocational skills covered in this unit.l

3、To get a general idea of the typical working situations in marketing a new product.第4页Lead inTV commercial plays an important role in marketing.Watch the video and talk about what you know about the TV commercial.第5页Listening 1TASK 1 Market Analysis Warming-upDiscuss with your partner and tick()the

4、reasons why people do market analysis.1.To discover customer needs2.To determine management costs3.To analyze the market potentialfor a product4.To check shipment conditions5.To help predict market changes第6页Listening 1TASK 1 Market AnalysisNew Words&Expressions1.shiny a.擦亮；有光泽擦亮；有光泽Her blonde hair

5、was shiny and clean.她金发洁净而有光泽。2.excessive a.过多；过分过多；过分The government says that local authority spending is excessive.政府称地方当局开支过大。3.dandruff n.头皮屑头皮屑He has very bad dandruff.他头屑很多。第7页Listening 1TASK 1 Market AnalysisNew Words&Expressions4.elderly a.年纪较大；上了年纪年纪较大；上了年纪Many of those most affected are el

6、derly.受影响最大人中很多都是上了年纪。5.range from （在某一范围内）改变，变动（在某一范围内）改变，变动His interests range from chess to stamp.他兴趣范围广泛，从下象棋到集邮无所不包。6.be troubled with 为为所烦恼所烦恼/苦恼苦恼I have just returned from a visit to my landlordthe solitary neighbour that I shall be troubled with.我刚才造访过我房东回来就是那个将要给我惹麻烦孤独邻居。第8页Listening 1TASK

7、1 Market Analysis Extensive ListeningJenny is presenting her market research.Listen to the conversation and tick()the correct answer to each question.1.Why did Jenny make the market research?A.To examine the current market situation.B.To analyze their market share.C.To analyze their target customers

8、.2.What is the focus of her market research?A.Customers hair type.B.Customers hair care priorities.C.Customers hair care methods.Script第9页Listening 1TASK 1 Market Analysis Intensive ListeningListen to the conversation again and complete the following table.Dont care much about their hairHair lossHai

9、rbecoming dryToo muchdandruff Want to havesmooth and shiny hairMain HairConcerns92%80%78%85%PercentageElderlyPeopleMiddle-agedMenMiddle-agedWomenYoungMenYoungWomenAgeGroupScript第10页Listening 1TASK 1 Market Analysis Language Summary Translate the following phrases into Chinese.1.work out a marketing

10、strategy_2.selling point_3.opinion survey_制 定 市 场 营 销 策 略卖 点意 见 调 查第11页Listening 1TASK 1 Market Analysis Language Summary Translate the following phrases into Chinese.4.range from_5.try any means to do_6.accept things as they are_从 到 不 等想 尽 一 切 办 法 做 顺 其 自 然第12页Listening 1 TASK 2 Pricing Warming-upD

11、o you think“High price means high quality”?Hold a debate with your classmates and write down the reasons for and against this topic.Against_For_Quality products requirethe best raw materials,careful managementand good after-salesservice.All these meanhigh production costs.Most high-endproducts are o

12、verpriced in order to cover their hugeadvertising costs.第13页Listening 1 TASK 2 PricingNew Words&Expressions1.risky a.有危险；有风险有危险；有风险Investing in airlines is a very risky business.投资航空业风险很大。2.inferior a.较差；次较差；次This resulted in overpriced and often inferior products.这就造成了标价过高而往往质量低劣产品出现。3.realistic a.

13、现实；现实主义现实；现实主义Police have to be realistic about violent crime.警方需要对暴力犯罪持务实态度。第14页Listening 1 TASK 2 PricingNew Words&Expressions4.boost v.增加；使增加增加；使增加The government wants to take action to boost the economy.政府希望采取行动促进经济发展。5.out of sbs reach 在（某人能力所及）范围之外在（某人能力所及）范围之外Complete the task is out of her r

14、each.完成这项任务在她能力所及范围之外。第15页1.The sales team holds two different opinions on pricing.2.They have a heated discussion and fail to reach an agreement.Listening 1 TASK 2 Pricing Extensive ListeningThe sales team is discussing product pricing.Listen to the conversation and decide whether the following sta

15、tements are true or false.Then write down the key words to support your answers.we have to increase the price too risky to launch a new product with an even higher price.We have to increase the price by 5%.I think that makes sense.Yes,thats practical.FalseTrueScript第16页1.Why does Frank think they sh

16、ould increase the new product price?_2.What is Jennys opinion on Franks suggestion?_Listening 1 TASK 2 Pricing Intensive ListeningListen to the conversation again and answer the following questions.Because they have three new herbal ingredients in the formula and the production cost is 5%higher than

17、 before.Jenny disagrees with Frank because she thinks increasing the price is too risky as their price is already higher than other brands.Script第17页3.Whose opinion does Lisa support?_4.What is Bills final conclusion?_Listening 1 TASK 2 Pricing Intensive ListeningListen to the conversation again and

18、 answer the following questions.Jennys.Bill agrees with Frank and thinks they should increase the price and develop promotional activities to help boost sales.Script第18页Listening 1 TASK 2 Pricing Language SummaryReview the expressions of agreeing and disagreeing as used in the conversation.Yes,I agr

19、ee.Im afraid Frank is right.Well,I think that makes sense.Yes,thats practical.Im afraid I dont see it that way.Come on,lets be realistic.AgreeingDisagreeing第19页Watching 1TASK 1 Competitor Analysis Warming-upThe following are possible ways to find out about competitors.Tick()the one that you think is

20、 most effective and share your reasons with your partner.1.Visit competitors websites2.Telephone competitors directly3.Carry out customer research4.Seek help from a consultant agency5.Review media remarks第20页Watching 1TASK 1 Competitor AnalysisNew Words&Expressions1.concept n.概念；观念概念；观念She added tha

21、t the concept of arranged marriages is misunderstood in the west.她补充说，西方人对包办婚姻概念有些误解。2.flashy a.俗艳；奢华；华而不实俗艳；奢华；华而不实The color seems a bit too flashy.颜色似乎太鲜艳了。第21页Watching 1TASK 1 Competitor Analysis Extensive WatchingJenny is presenting her competitor analysis.Watch the video clip and tick()the rese

22、arch items that have been mentioned.1.Target market5.Promotional strategy2.Price3.Packaging4.Shipment6.After-sales serviceScript第22页Watching 1TASK 1 Competitor Analysis Intensive WatchingWatch the video clip again and tick()the correct answer to each question.1.What is true about Flitzs new product?

23、A.Its concept is very similar to that of TAFs new product.B.It is targeted at young women.C.It is a shaving cream.2.What does Jenny think of the packaging of Flitzs new product?A.It cannot compete with TAFs packaging.B.It is very elegant.C.The color is too dark.Script第23页Watching 1TASK 1 Competitor

24、Analysis Intensive WatchingWatch the video clip again and tick()the correct answer to each question.3.How does Flitz usually promote their products?A.They do a lot of advertising.B.They give customers free gifts.C.The y put more counters into supermarkets.4.What does Flitzs after-sales service promi

25、se?A.To replace any faulty item within three weeks of purchase.B.To replace any faulty item within one month of purchase.C.To replace any faulty item within three months of purchase.Script第24页Watching 1TASK 1 Competitor Analysis Language SummaryRead aloud the following sentences,paying special atten

26、tion to the italicized parts of expressing ones opinion.1.I gather they are going to launch a similar new product.2.I dont think its as good as ours.3.As far as I know,they offer small free gifts to help promotion.4.I understand that they think adding more counters will increase management costs too

27、 much.第25页Watching 1TASK 2 Promotional Plan Warming-up Match the following promotional ways with the correct pictures.1._ 2._Poster Newspaper articleSponsorship TV AdvertisementStand at a trade fair Point-of-sale displaySponsorshipTV advertisement第26页Watching 1TASK 2 Promotional Plan Warming-upMatch

28、 the following promotional ways with the correct pictures.3._ 4._Poster Newspaper articleSponsorship TV AdvertisementStand at a trade fair Point-of-sale displayPoint-of-sale displayNewspaper article第27页Watching 1TASK 2 Promotional Plan Warming-upMatch the following promotional ways with the correct

29、pictures.5._ 6._Poster Newspaper articleSponsorship TV AdvertisementStand at a trade fair Point-of-sale displayPosterStand at a trade fair第28页Watching 1TASK 2 Promotional PlanNew Words&Expressions1.sponsor v.赞助赞助The competition was sponsored by Ruinart Champagne.比赛是由慧纳酒庄赞助。2.spender n.花钱人花钱人The Swis

30、s are Europes biggest spenders on food.瑞士人是欧洲人中在食品上开销最大人群。3.spokesman n.代言人；讲话人代言人；讲话人A UN spokesman said that the mission will carry 20 tons of relief supplies.联合国一名讲话人说，该代表团将携带20吨救助物资。第29页Watching 1TASK 2 Promotional PlanNew Words&Expressions4.shopper n.购物者；用户购物者；用户Im a patient shopper.我是个耐心购物者。5.

31、impulse n.冲动；一时念头冲动；一时念头Unable to resist the impulse,he glanced at the sea again.他抑制不住冲动，又向海面瞥了一眼。6.in charge of 负责；掌管负责；掌管Who is in charge of the administration of your company?你们企业行政工作由谁负责？第30页Watching 1TASK 2 Promotional PlanNew Words&Expressions7.on impulse 一时冲动一时冲动She wrote that letter on impul

32、se.她一时冲动写了这封信。第31页Watching 1TASK 2 Promotional Plan Extensive WatchingThe sales team is discussing ways to promote the new product.Watch the video clip and tick()the promotional activities that they are going to undertake.2.TV advertising3.Sponsoring an event4.Attending a trade fair6.Product present

33、ation1.Newspaper advertising5.Point-of-sale displaysScript第32页Watching 1TASK 2 Promotional Plan Intensive WatchingWatch the video clip again and fill in the missing information of the following table.FrankThey will look for 1 _ at this years Canton Fair.JennyThey will sponsor a National 2 _ in Guang

34、zhou,because most 3 _ are middle-aged serious spenders.LisaThey will ask a famous middle-aged man to be the 4 _.BillPoint-of-sale displays can attract shoppers 5 _ and persuade people to buy 6 _.agentsGolf Competitiongolf loversspokesmanattentionon impulseScript第33页Watching 1TASK 2 Promotional Plan

35、Language Summary Translate the following phrases into Chinese.1.serious spender2.maintain ones image3.stand out4.point-of-sale display5.buy on impulse严厉消费者维护某人形象脱颖而出销售点展示冲动购物第34页Speaking 1 The following chart is an analysis of men and womens different movie preferences.100806040200RomancesHorror Mov

36、iesAction MoviesComediesMenWomen第35页Speaking 1 Discuss with your partner and make sentences to describe the gender composition of each movie audience.More sentence patterns are welcome.Compared with men,87%of women prefer romances._Horror movies are more popular with men than with women.Almost 90%of

37、 men like action movies,while less than 40%of female audiences find them agreeable.A high percentage(over 60%)of both men and women enjoy comedies.第36页Speaking 1 Work in pairs.Suppose you and your colleague have different opinions on the pricing of your latest product.Role-play a conversation follow

38、ing the tips given.The price for the raw materials is rising sharply.30 more workers are hired to the production line.A buyer from North America recently signed a big purchasing order for this product.The shipping cost is rising too.The production line is more efficient than before.第37页Speaking 1 Wo

39、rk in pairs.Suppose you and your colleague have different opinions on the pricing of your latest product.Role-play a conversation following the tips given.A BInsist on pricing theproduct higher thannormal.State the reasons.Insist on pricing theproduct below theusual price.Propose a midwaysolution.St

40、ate the reasons.Discuss thefeasibility of thesolution together.第38页Speaking 1Sample:A:Im afraid we have to price our latest computer higher than normal because the price of the components/parts is rising sharply.B:I dont see it that way.If our price is higher than normal,our products may not stay co

41、mpetitive in the race.A:Yes,you are right.But the management costs are rising with 30 more production line workers hired this year.Besides,the shipping cost is rising,too.We have to cover the extra expense by raising the product price.B:As the production line is more efficient than before,the cost m

42、ay not rise so dramatically.I dont see the第39页Speaking 1Sample:need to increase the price.A:How about we raise the price only by 2%?A buyer from North America recently made a big purchase order for this model.Im certain a high-volume order can ensure a big profit margin.B:Well,a 2%rise is sensible.C

43、ustomers wont find it hard to accept.第40页Speaking 1 Work in pairs.Complete and practice the following conversation with your partner in turn.A:Mr.Jean,I have finished my analysis on the latest product line of NOVA,our competitor.B:Great!Please tell us if NOVAs latest product is similar to ours.A:_ _

44、.B:Thats good news.Since they have a different concept,do they plan to increase their advertising input?A:_ _.Their latest product has a different concept and target market.As far as my research is concerned,I dont see any sign that they will invest more in advertising第41页Speaking 1 Work in pairs.Co

45、mplete and practice the following conversation with your partner in turn.B:They are always very cautious in controling their costs.How about the price of their new product?A:_ _.B:Oh,thats very risky for them to do so.It is hard to make a profit at such a low price.A:Yes,I think so too.B:Do you have

46、 any information on their after-sales service?A:Yes._ _.They plan to lower the price by 5%to make their products competitive They will hire more professionals to improve their maintenance service.第42页Speaking 1 Work in pairs.Complete and practice the following conversation with your partner in turn.

47、B:Their after-sales service has always been the best in our industry.We have a lot to learn from them.Thank you very much for your work.第43页Speaking 1 Work in groups.Suppose you are in the Sales Department of NOVA.Make up a conversation discussing how to promote the sales of your latest product.You

48、can follow the tips given below.lChoose a product you have interest in.lChoose 3-4 promotional materials or activities from the box.lDiscuss the advantages of these chosen materials or activities.lWork out the marketing strategies.第44页Speaking 1 Work in groups.Suppose you are in the Sales Department

49、 of NOVA.Make up a conversation discussing how to promote the sales of your latest product.You can follow the tips given below.Brochure Newspaper article Sponsorship Stand at a trade fair Poster Direct mail advertising TV commercial Eye-catching packaging Point-of-sale display第45页Speaking 1Sample:A:

50、Do you think newspaper articles can be very effective in promoting our latest NOVA lamp?B:Not exactly.People these days browse Internet pages more often than reading newspapers.C:How about we sponsor a sports meet of the city high school?Students use lamps every day.A:Good idea.By sponsoring their s