Transcript Unit 2 Marketing

UNIT

Teaching Aim

Reading I

Reading II

Extended Activities
Teaching Aim
Unit 2 Marketing
1. Cognitive Information (认知信息) : Basic Concept of Marketing
2. Language Focus (内容重点)
— Key Words: I. market potential, feasibility, feasible/viable,
assess, stand (n.), trade fair, exhibit, sample, prospective
customer, publicity, representative, brochure, booklet,
catalogue, press conference, promote, range, model,
display, campaign, launch, order, delivery, replacement,
spare part, after-sales service, component, service (v.),
machinery, client; II. purchase, supply, conversely,
equilibrium price, shortage, surplus, maximize profits
Teaching Aim
Unit 2 Marketing
— Phrases: I. in other words, hand out, make up, for short, know as; II.
in ... terms, in large/small quantities, agree on, in the end
— Word Study: maintain, project, fit, launch, range
— Useful Structures: to see if/what
as many ... as possible
“Whether ... or not” noun clause as subject and
object
“assuming ...” adverbial phrase
choose + inf.
far more + adj.
— Grammar:
Numerical Expressions (1)
Teaching Aim
Unit 2 Marketing
3. Communicative Skills(交际技能)
— Expressions: Expressions of “Introducing People”
— Reading: Price List
4. Phonetic Review(语音复习) : Central Vowels
Reading I
UNIT
• Pre-reading
• Text
• Background Information
• New Words and Expressions
• Exercises
• Post-reading
Unit 2 Marketing
Pre-reading
Unit 2 Marketing
• Pre-reading I
• Pre-reading II
Pre-reading I
Unit 2 Marketing
I. Brainstorming：Work with your partner and list things
customers may consider when they make a purchase.
brand, price, service, color, style, reliability, 可靠性
quality, package, performance, user-friendliness用
户使用方便的 reputation, environmentfriendliness ...
Pre-reading II
Unit 2 Marketing
II. Pairwork: Discuss the following questions with your partner.
1. How do you usually get to know a new product or service?
2. What practices are commonly used to promote a product or
service?
3. Are you fond of buying promoted products? Why or why not?
4. How do you see promotional activities(促销活动） prevailing
（盛行） in today’s business world?
5. What do you think are the responsibilities of a company’s
marketing staff?
Text
Unit 2 Marketing
Marketing and Promotion
1. When a company starts to sell goods in a new
market, they often do some market research or a
preliminary study （初步研究）to see if the project
is feasible（可行的）. They research the market
potential （市场潜力）or do a feasibility study
（可行性研究） to see if they will make money by
selling in the new market. In other words（换句话
说）, they want to see if the product is viable（可
行的）.
Text
Unit 2 Marketing
2. One way to assess the market potential is to take a stand at
a trade fair （ 交 易 会 ） where companies can exhibit
samples of their products and see what response they get
from prospective customers（潜在的客户）. The trade fair is
an exhibition of goods, and a company exhibits a sample of
its product at its stand. This is also a form of publicity （一
种宣传形式）and the company representative will probably
hand out （ 分 发 ） publicity brochures （ 宣 传 资 料 ） to
promote the product further. Often journalists（记者） write
about the trade fair and sometimes companies hold a press
conference（开记者发布会） if they want to promote a
particular model or range. Each different type of car, bike,
etc. is a model. All the different models made by a company
make up（组成） its range. The full range of goods（所有系
列产品） is normally（通常） displayed in the company’s
catalogue which is a booklet or brochure.（手册）
Text
Unit 2 Marketing
3. Another way of promoting or publicizing（宣传）
a new product is to place advertisements in
magazines or newspapers. Advertisements are
also called adverts or ads for short（简写）. A
plan to do a lot of advertising of one product is
called a campaign （ 销 售 活 动 ） . Starting an
advertising campaign on a new product is known
as launching the product.
Text
Unit 2 Marketing
4. The aim of promotion is to interest customers or clients in the
product. Initially customers might make inquiries（咨询） about
the product. When they decide to buy, they place an order（下订
单）. At a trade fair companies are trying to win as many orders
as possible. However, before a client places an order, he wants to
know many things — how long delivery takes, whether the
company can supply replacements and spare parts（备用零件）,
what the after-sales service is like, etc. If one of the components
（ 部 件 ） of a product breaks, the customer will want a
replacement spare part. If the product is complicated, skilled
workers might be needed to fit spare parts or to service or
maintain（维修） the machinery. Any maintenance or servicing of
the company does after it has sold the product is called aftersales service. Whether a company can provide good after-sales
service or not may directly affect（影响） the sales of its products.
Background Information
Unit 2 Marketing
1. Marketing
The average consumer would probably define marketing as a
combination of advertising and selling. It actually includes a good
deal more. (一笔好交易）Modern marketing is most simply defined
as activities that direct the flow of goods and services from
producers to consumers. It encompasses(包含）, however, a broad
range of activities including product planning, new-product
development, organizing the channels... In advanced industrial
economies, marketing considerations play a major role in
determining corporate policy. Once primarily concerned with 涉及到
increasing sales through advertising and other promotional
techniques促销技术, corporate marketing departments now focus on
credit policies信贷政策, product development, customer support,
distribution分配, and corporate communications（企业通讯或传播）.
Marketers may look for outlets （出路，销售点）through which to
sell the company’s products, including retail stores, direct mail
marketing, and wholesaling. Marketing is used both to increase
sales of an existing product and to introduce new products.
Background Information
Unit 2 Marketing
2. The role of marketing 营销作用
The role of marketing in the success of a business has only
recently been recognized. In earlier years, marketing was viewed
as not much different from selling. The major emphasis of
marketing was on maximizing profitability利润最大化 by generating
sales volume销售量 through advertising and personal selling个人
推 销 . Many companies believed that with enough effort and
expense, almost any product could be sold by high-powered selling
and aggressive advertising.有创意的广告. As time went by随着时间
的推移, a number of firms had gradually become aware that good
sales techniques could no longer compensate补偿 for the mistakes
of producing wrong products, and that the satisfaction of particular
customer 特 定 客 户 needs was essential for （ 是 必 不 可 少 的 ）
success. Essentially本来, the marketing concept营销观念 focuses
all the activities of the organization on satisfying customer needs
by integrating these activities with marketing to accomplish the
organization’s long-range objectives.
Background Information
Identify
Develop
MARKETING
Coordinate
Provide
Achieve
Unit 2 Marketing
MarketplaceNeeds
市场需求
Market Offer
Production
&Finance
Personnel财
务人员
Customer
Satisfaction
Organizational
Goals
Background Information
Unit 2 Marketing
3. Market
The word market has different meanings. In
commerce, it can mean a place or event at which
people gather in order to buy and sell things (市场，集
市). It can also mean the people who might want to
buy something, or a part of the world where
something is sold (市场，销路). In economy, it refers
to an organized group of buyers and sellers of a
particular economic good who are sufficiently in touch
with each other personally of by telephone for all to
know the current conditions of demand and supply, so
that there is only one price, market price, for the good.
New Words and Expressions
Unit 2 Marketing
• New Words and Expressions
• Notes
• Language and Culture Focus
New Words and Expressions
Unit 2 Marketing
1. preliminary
a. coming before a more important action or event 开
端的；预备性的
2. feasible
a. able to be carried out or done ； possible and
reasonable 可行的
[feasibility n. 可行性]
3. potential
n. possibility for developing 潜力
4. viable
a. sound and workable; feasible 切实可行的
5. assess
v. to decide or fix the amount of something; to
estimate the quality of something 评估
6. stand
n. a small often outdoor shop or place for showing
things 摊位
7. fair
n. a large-scale exhibition of commercial and industrial
goods 商品展销会 [trade fair 商品交易会]
New Words and Expressions
Unit 2 Marketing
8. exhibit
v.
to display; to show 陈列；展览 [exhibition n. 展览
会]
9. sample
n.
an example 样品
10. response
n.
reply; reaction 回答
11. prospective
a.
expected to occur; possible 预期的；可能的
12. publicity
n.
providing information in order to attract public
attention; advertising 宣传；广告
13. representative
n.
a person who works for a company, showing
goods or services for sale; an agent 代表；代理
人
14. brochure
n.
a booklet 小册子
15. promote
v.
to increase the sales (of a new product) by
publicity, sales campaigns, TV commercials or
free gifts 推销；推广 (新产品) [promotion n. 产品
推销]
New Words and Expressions
Unit 2 Marketing
16. journalist
n.
a reporter, newspaperman 新闻记者
17. conference
n.
a formal meeting, e.g. between people who share
the same business interests or belong to the same
political party which is held so that opinions and
ideas can be exchanged (正式)会议
[ press conference 新闻发布会 ]
18. range
n.
a set of different objects of the same kind 系列
19. display
v.
to show, exhibit 陈列；展示
20. catalogue
n.
a list of places, names, objects, goods, etc. 目录
21. campaign
n.
a series of planned activities with a particular
commercial aim (宣传或销售某商品的)活动
22. launch
v.
to put (a new product) on the market (usually
spending money on advertising it) 推出 (新产品)
New Words and Expressions
Unit 2 Marketing
23. client
n.
a person with whom business is done or a person
who pays for a service 客户
24. initially
ad.
at the beginning 最初
25. inquiry
n.
asking questions for information 询问
26. delivery
n.
the act of taking or giving something to someone
递送；运送
27. replacement
n.
substitution 替换 (物)
28. spare
a.
additional to what is usually needed or need 多余
的
[ spare part 备用零部件 ]
29. component
n.
any of the parts of which something is made 零部
件
30. complicated
a.
made up of many closely connected parts 复杂的
New Words and Expressions
Unit 2 Marketing
31. fit
v.
to provide and put correctly into place
安装
32. service
v.
to examine (a machine) and make
any necessary repairs 保养；维修
33. maintain
v.
to keep something in good condition
or working order 保 养 ； 维 修
[ maintenance n. 保养；维修］
34. machinery
n.
machines in general or all the
machines used in a factory [ 总称 ] 机
器
New Words and Expressions
Unit 2 Marketing
1. in other words
to express the same thing in a different
way 换句话说；也就是说
2. hand out
to distribute 分发
3. make up
to form, compose 形成，构成
4. for short
as an abbreviation 作为简略形式；简
称
5. be known as
to be generally regarded as 通称为
6. after-sales service
service of a product carried out by the
seller for the buyer 售后服务
Notes
Unit 2 Marketing
1. do a preliminary study: to make a study before an important action or event.
2. market potential: possibility of being developed in the market.
3. a feasibility study: a study to find out whether a certain project has potential
to succeed. The word “feasibility” is a noun, but can be used as an attributive.
4. a form of publicity: a way of providing information in order to attract public
attention.
5. promote the product further: “further” here means “to a greater degree”.
e.g. I must inquire further into this matter.
6. a range of: group or series of similar things.
7. place an order: to make an official request for goods to be supplied.
8. machinery: It is an uncountable noun, usually followed by a singular verb.
e.g. Machinery is being introduced to save labour.
Exercises
• Exercise I
• Exercise II
• Exercise III
• Exercise IV
• Exercise V
• Exercise VI
Unit 2 Marketing
Exercise I
Unit 2 Marketing
I. Read the text carefully again and discuss the following questions.
1. What does a company often do when it lands on a new market?
2. What is the purpose of doing market research?
3. What does a company exhibit at a trade fair?
4. Why does a company exhibit its goods at a trade fair?
5. What will company representatives probably do to further promote their
products?
6. What will companies do if they want to promote a particular model or
range?
7. What does launching a product mean?
8. What does a client usually want to know before placing an order?
9. What will directly affect a company’s sales performance?
10. How do companies usually promote or publicize a new product?
Exercise II
Unit 2 Marketing
II. Choose the best answer to complete the following sentences.
( a ) 1. One way to assess the market potential is_________.
a. to take a stand at a trade fair
b. to advertise on TV or in magazines and newspapers
c. to ask the prospective buyers to answer a questionnaire
d. to hand out publicity brochures at the entrance to the
trade fair
Exercise II
Unit 2 Marketing
( b ) 2. According to the text, a campaign refers to
____________.
a. a firm or a business
b. a plan to advertise a product
c. a connected series of military operation
d. an investigation into the market potential of a
product
Exercise II
Unit 2 Marketing
( a ) 3. Before a client places an order he or she wants to
know all of the following BUT _________________.
a. whether the company will exhibit its products at a trade
fair
b. whether the company can supply replacements and
spare parts
c. whether the company can deliver the ordered product
promptly
d. whether the company can provide necessary
maintenance or servicing
Exercise II
Unit 2 Marketing
( b ) 4. Promotion aims to ________________.
a. further publicize a product
b. raise customers interest in a product
c. make full use of the market potential
d. offer lower price and better service to
customers
Exercise II
Unit 2 Marketing
( c ) 5. _______________ is (are) usually displayed in a
company’s catalogue.
a. The company’s profile
b. The company’s structure
c. The company’s product range
d. The company’s promotion activities
Exercise III
Unit 2 Marketing
III. Give the English words or phrases according to the meanings
provided.
client
1. __________
a person with whom business is done or a person who
pays for a service
promote to increase the sales （of a new product) by publicity, sales
2. __________
campaigns, TV commercials or free gifts
3. catalogue
__________ a list of places, names, objects, goods, etc.
4. __________
delivery the act of taking or giving something to someone, or the
things taken or given
5. __________
a building, square or open place where people meet to buy
market
and sell goods
Exercise III
Unit 2 Marketing
launch
6. ________________
to put （a new product) on the market （usually
spending money on advertising it)
7. ________________
an organization made up of people who work
company
together for the purpose of business or trade
range
8. ________________
a set of different objects of the same kind
9. ________________
after-sales service service of a product carried out by the seller for
the buyer
10. ________________
a series of planned activities with a particular
campaign
commercial aim
Exercise IV
Unit 2 Marketing
IV. Put the following expressions from the text in the blanks to
complete the sentences. Make changes where necessary.
prospective
assess
make up
for short
viable
in other words
potential
known as
campaign
feasibility
hand out publicity
in other words
1. The tax only affects people on incomes of over ＄200,000 —____________,
the very rich.
2. The promotion organizers spent over ＄500,000 on ___________
alone in
publicity
the hope that the style of the product would be a selling point.
is known as “the
3. The main street between the castle and the palace ___________
Royal Mile”.
4. His name’s Maximilian, but we just call him Max ___________.
for short
Exercise IV
Unit 2 Marketing
5. He studied the German market to find the __________
potential there for profitable
investment.
6. If you choose to do so, you can make a photocopy of the explanation and
hand
(it) out to the class.
___________
7. The investment remains beyond reach for many, but the choices today
are much broader and more __________
than 10 years ago.
viable
8. The government is making a __________
feasibility study on the shopping center
proposal.
Exercise IV
Unit 2 Marketing
9. Brand A ___________
is made up of four packs each containing a full day’s food.
10. My mother keeps introducing me to men she considers to be
___________
prospective husbands.
campaign against the
11. Environmental groups launched a ___________
widespread production of genetically modified crops（转基因农作物).
12. This test provides an excellent way of ___________
assessing students’
progress.
Exercise V
Unit 2 Marketing
V. Rewrite the following sentences and replace the underlined words
with appropriate words or phrases from the text.
1. The U.S.A. is abbreviated from the United States of
America.
The United States of America is called the USA for
short.
2. Peace and honor could not be estimated in dollars.
Peace and honor could not be assessed in dollars.
Exercise V
Unit 2 Marketing
3. Do you think the plan for the new product is feasible?
Do you think the plan for the new product is viable?
4. The purpose of taking a stand at a trade fair is to see
the response from possible buyers.
The purpose for taking a stand at a trade fair is to see
the response from prospective customers.
Exercise V
Unit 2 Marketing
5. The firm made a request for a new fax machine last week.
The firm placed an order for a new fax machine last
week.
6. Your performance in the exam did not reach the required
standard — to express it in another way, you failed.
Your performance in the exam did not reach the
required standard — in other words, you failed.
Exercise VI
Unit 2 Marketing
VI. Word study: For each of the following clues, use the given prompts to
produce sentences in the same way as shown in the model.
1. Prompt: his/role/maintain (v.)/fleet/vans/ready/respond/emergency
Model:
His role is to maintain the fleet of vans, ready to respond in any
emergency.
a. lot/depend/build/maintain (v.)/good/relationship/customers
b. engineers/carry out/essential/maintain (n.)/work/main line/London
c. critics/maintain (v.)/reforms/lead/decline/educational/standards
Key:
a. A lot depends on building and maintaining a good relationship with your
customers.
b. Engineers are carrying out essential maintenance work on the main line to
London.
c. Critics maintain that these reforms will lead to a decline in educational
standards.
Exercise VI
Unit 2 Marketing
2. Prompt: government/launch (v.)/massive/anti-illiteracy/campaign
Model: The government has launched a massive anti-illiteracy campaign.
a. two/failure/NASA(美国国家航空和航天局)/try/launch (v.)/new/space
shuttle/again/Sunday
b. modify/current/equipment/enable/them/improve/quality/product/
launch (v.)/success/evaluate
c. encourage/success/company/launch (v.)/ambitious/plan/aim/increase
/profit/58 percent/year
Key:
a. After two failures, NASA (National Aeronautics and Space Administration)
will try to launch a new space shuttle again on Sunday.
b. Modifying current equipment enables them to improve the quality while the
product is being launched and its success evaluated.
c. Encouraged by its success, the company launched an ambitious plan aimed
at increasing the profit by 58 percent a year.
Exercise VI
Unit 2 Marketing
3. Prompt: scheme/extend/successful/pilot project (n.)
Model:
The scheme will be extended after a successful pilot project.
a. message/convey/leadership/be/the Three Gorges/project (n.)/carry
out/two/phase
b. local government/help/fund/project (n.)/include/build/150/day-care
/centers
c. every student/try/project (v.)/mind/future/imagine/life/like/then
Key:
a. The message conveyed by the leadership was that the Three Gorges project
will be carried out in two phases.
b. The local government will help fund this project, which includes the building
of 150 day-care centers.
c. Every student should try to project his/her mind into the future and imagine
what life will be like then.
Exercise VI
Unit 2 Marketing
4. Prompt: window/door/all/fit (v.)/security lock
Model:
The windows and doors are all fitted with security locks.
a. pants/tight/at first/I/wear/a few times/they/fit (v.)/like/glove
b. we/get/match/next month/get/keep/reasonable/fit (a.)
c. look/resume/she/should/fit (a.)/sales job/perfect
Key:
a. The pants were a little tight at first, but after I wore them a few times, they
fit like a glove.
b. We’ve got a match next month, so we’ve got to keep ourselves
reasonably fit.
c. Looking at her resume, she should be fit for the sales job perfectly.
Exercise VI
Unit 2 Marketing
5. Prompt： company/Darlington/launch/latest/range (n.)/electrical goods
Model： A company from Darlington has just launched its latest range of
electrical goods.
a. examination/doctor/tell/me/blood/pressure/well/normal range (n.)
b. common sense/ company /only /fairly /narrow /range (n.) /people
/responsible /key/ decision
c. temperature/kitchen/around/picnic/table/range(v.)/28/33/degree
Key:
a. After examination the doctor told me that my blood pressure’s well within
the normal range.
b. It is common sense that in a company only a fairly narrow range of people
is responsible for key decisions.
c. The temperatures in your kitchen and around your picnic table range from
28 to 33 degrees.
Post-reading
Unit 2 Marketing
Discussion & Role Play: A Marketing Project
• Task 1: Work in groups
• Task 2: Work in class
Task 1: Work in groups
Unit 2 Marketing
Imagine that your group is working on a marketing project. Remember
marketing consists of activities necessary to attract the customers to the
products manufactured by the company. These activities may include:
□ Identifying customer needs.
□ Designing products and services that meet those needs.
□ Communicating information about those products and
services to prospective buyers.
□ Pricing the products to reflect costs, competition, and
customers' ability to buy.
□ Providing the necessary after-sales service to ensure
customers' satisfaction after the purchase.
Task 1: Work in groups
Unit 2 Marketing
Discuss the above points and work out the details of the project.
Our Marketing Project
□ What customers need:
□ Product (s) or service (s) to offer:
□ How to inform customers of new offering:
□ How to price:
□ What after-sales service to provide:
□ Other:
Task 2: Work in class
Unit 2 Marketing
After each group has completed the project, select a
representative to report the result in the class.
Reading II
UNIT
• Dictation
• Text
• Exercises
Unit 2 Marketing
Dictation
Unit 2 Marketing
We have 3,600 employees worldwide and sales of
Dictation__________________________________________
＄3,716 million. We manufacture nearly 20,000 cars, 3,500
_________________________________________________
trucks, 888 buses, and thousands of industrial engines.
_________________________________________________
Our position as a major international group in 24 European
_________________________________________________
countries and 15 Asian countries is the result of quality,
_________________________________________________
safety, and caring for people and the environment.
_________________________________________________
Text
Unit 2 Marketing
• Text
• Notes
Text
Unit 2 Marketing
Markets, Demand and Supply
1. In economic terms, a market is not a specific
place, like a supermarket, but an exchange
process between buyers and sellers. Decisions
about production in a market economy are the
result of millions of exchanges. How much of
what product a company offers for sales and
who buys it depends on the laws of demand
and supply.
Text
Unit 2 Marketing
2. Simply stated, demand is the willingness and ability of
buyers to purchase a product. Supply is the willingness
and ability of producers to offer a goods or service for
sale. The law of demand states that buyers will
purchase (demand) more of a product as its price drops.
For example, assuming you like corn chips, you are
likely to buy more and more of them as the price drops.
At a price of 50 cents for the “large, economy-size” bag,
you and other lovers of chips would buy them in large
quantities. Conversely, the law of supply states that
producers will offer more for sale as the price rises.
Corn chip makers, for example, would make more chips
if you and other buyers would pay ＄2.50 for each large,
economy-size bag.
Text
Unit 2 Marketing
3. In the market for any product, the laws of demand and
supply interact to set a market or equilibrium price and
quantity on which buyers and sellers agree. Figure 1
shows this result as the intersection of the demand and
supply curves (which are straight lines in this case).
Notice that at a price of ＄1.50, buyers will purchase and
Amaizing Chips will supply 300 bags of chips per week.
Text
Unit 2 Marketing
4. If Amaizing Chips chose to make any other number of bags of
chips, the result would be an inefficient use of resources and
lower profits. For example, if Amaizing supplies 400 bags and
tries to sell them for ＄1.50 each, consumers will leave a
surplus of 100 bags on the shelf. Amaizing will lose the money
it spent making those bags. If Amaizing supplies only 200 bags,
it will “lose” the extra money it could have made by making 100
more. Even though consumers will pay ＄2.00 per bag for 200
bags because of the shortage, Amaizing earns only ＄4,000
(＄2.00×200 bags) instead of ＄4,500 (＄1.50×300 bags).
Thus Amaizing, like all businesses, must constantly try to find
the right combination of price and quantity supplied to
maximize its profits.
Text
Unit 2 Marketing
Price (per bag)
$2.50
Supply
Area of Surplus
2.00
Equilibrium Price
1.50
1.00
Area of
Shortage
Demand
0.50
100 200 300
400
500
Quantity (bags per week)
Figure 1
A market is governed by the laws of demand and supply. Buyers will
purchase more corn chips as the price drops. In contrast, suppliers will
produce more corn chips as the price increases. The laws of demand
and supply interact to create an equilibrium price and quantity.
Text
Unit 2 Marketing
5. The above example involves only one company and one
product. Obviously, the U.S. economy is far more
complex. Thousands of companies sell hundreds of
thousands of products to millions of buyers every day.
But in the end, the result is much the same —
companies try to supply the quantity and selection of
goods that will earn them the largest profits.
Notes
Unit 2 Marketing
1. in economic terms: so far as economics is concerned.
2. simply stated:
to put it simple.
3. assume:
accept (sth.) as true before there is proof.
assuming: if, supposing.
4. conversely:
on the contrary.
5. to interact:
to act or have an effect on each other.
6. intersection:
meeting and going past (another or each other)
forming a cross shape.
7. inefficient:
not efficient; wasteful of time or energy.
8. to maximize:
to increase (sth.) as much as possible.
9. in the end:
finally.
Exercises
Unit 2 Marketing
• Exercise I
• Exercise II
• Exercise III
• Exercise IV
• Exercise V
• Exercise VI
Exercise I
Unit 2 Marketing
I. Comprehension： True/False/Not Mentioned.
( F ) 1. In economic terms, a market is a place where exchange is
conducted between the buyer and the seller like a supermarket.
( F ) 2. Demand is the willingness and ability of producers to buy a product
while supply is the willingness and ability of buyers to offer a goods
or service for sale.
( F ) 3. As the price drops, you intend to buy more and more goods even if
you don’t like them.
( T ) 4. At a price of ＄1.50, buyers will purchase and Amaizing Chips will
supply 300 bags of chips a week.
( F ) 5. If Amaizing supplies 500 bags and tries to sell them for ＄1.50 each,
consumers will leave a surplus of 100 bags on the shelf.
Exercise I
Unit 2 Marketing
( T ) 6. To maximize their profits, all businesses must constantly try to
find the right combination of price and quantity supplied.
( F ) 7. The example mentioned in the text involves only one company
and two products — corn chips and Amaizing Chips.
( T ) 8. It is as plain as the nose on your face that the U.S. economy is
far more complex.
(NM ) 9. To some extent, Chinese economic situations are as complex
as those of America.
( T ) 10. The purpose of companies is much the same, trying to supply
as much goods as possible in order to earn them the largest
profits.
Exercise II
Unit 2 Marketing
II. Discussion Questions.
1. What is the great significance of keeping demand
and supply in balance?
2. How will the falling prices of certain goods affect
the producers as well as the consumers?
3. What are the major functions of a market as far as
demand and supply are concerned?
Exercise III
Unit 2 Marketing
III. Vocabulary：Find single words or expressions in the article
which have roughly the meanings given below.
1. ____________
market
an exchange process between buyers and
sellers of a particular goods or service
2. ____________
the willingness and ability of buyers to
demand
purchase a product
supply
3. ____________
the willingness and ability of producers to
offer a goods or service for sale
law of demand the principle that buyers will purchase
4. ____________
(demand) more of a product as price drops
5. ____________
law of supply the principle that producers will offer (supply)
more of a product as price rises
Exercise III
Unit 2 Marketing
6. __________
equilibrium
the price and quantity of a product at which
the quantities demanded and supplied are
equal
profit
7. __________
the excess of the selling price of goods over
their cost
8. __________
one that utilizes economic goods
consumer
surplus
9. __________
a situation in which supply exceeds demand
at a given price
shortage
10.__________
a situation in which demand exceeds supply
at a given price
Exercise IV
Unit 2 Marketing
IV. Special Use： Numerical Expressions (I).
Read the following sentences carefully and choose the correct expression for each
underlined number.
(
) 1. Lake Baykal is the deepest lake in the world. It is
6,365 feet deep.
a. six thousand three hundred and sixty-five
b. sixty thousand three hundred and sixty-five
c. six thousand and three hundred sixty-five
d. six million and three hundred sixty-five
Exercise IV
Unit 2 Marketing
(
) 2. The computer we bought yesterday cost us ＄89.25.
a. dollars eighty-nine point twenty-five dollars
b. eighty-nine and twenty-five dollars
c. eighty-nine dollars and twenty-five cents
d. eight nine dollars and two five cents
(
) 3. In 1973, the United States had a population of
209,123,000.
a. two hundred nine thousand million and one hundred
twenty-three
b. twenty million one hundred twenty-three thousand
c. twenty-nine million one hundred twenty-three thousand
d. two hundred and nine million, one hundred and twentythree thousand
Exercise IV
Unit 2 Marketing
(
) 4. The long distance calls increased from 1,100,000,000 to
1,400,000,000 between 1980 and 1999.
a. one point one billion
b. one billion one million
c. eleven billion
d. one thousand one hundred million
(
) 5. It’s estimated that some famous universities in the country will
enroll 23,400 foreign students.
a. two million three thousand and four hundred
b. two thousand three hundred and forty
c. twenty-three thousand four hundred
d. twenty thousand thirty-four
Exercise IV
Unit 2 Marketing
(
) 6. In the past three months, sales have increased 17.6%, to
＄ 86,000,000.
a. seventeen point six percent
b. seventy point six percent
c. seventy-one point six percent
d. one seven point six percent
(
(
) 7. The unforgettable 60’s are vividly portrayed in this movie.
a. sixties’s
b. sixties
c. sixties’
d. six zero’s
) 8. The next sales conference starts on 23rd, December, 2004.
a. twenty-three
b. two third
c. twenty-threeth
d. twenty-third
Exercise IV
Unit 2 Marketing
(
) 9. The committee will hold its routine meeting at 14:45.
a. a quarter to fifteen
b. forty-five past fourteen
c. a quarter to fourteen
d. a quarter after fifteen
(
) 10. The student found the key to the maths problem was 12 3 .
4
a. twelve and three fourth
b. twelve and three quarter
c. twelve and three quarters
d. twelve and thirds four
Exercise V
Unit 2 Marketing
V. Translate the following sentences into English, using the
expressions in the parentheses.
1. 总经理将重要文件分发给部门经理。（hand out)
The general manager handed out the important documents
to the department managers.
2. 欺骗顾客和逃税构成了他们那个时期的商业政策。（make up)
Cheating customers and evading taxes made up their
business policy in those days.
3. 在英语中，数学可以简称作maths或math。（for short)
Mathematics can be called maths or math for short in English.
4. 这座城市被认为是此经济合作区的龙头。（be known as)
This city is known as leading the economic cooperative zone.
Exercise V
Unit 2 Marketing
5. 虽然这对夫妇对所要买的家具的价格没有异议，但对式样意见不一。
（agree on)
Although the couple agreed on the price of the furniture they
wanted to buy, they disagreed about the style.
6. 我上个月买了台笔记本电脑，不过花了大价钱。（at a price)
I bought a laptop last month but only at a price.
7. 父母辛辛苦苦地工作以支付孩子们的学费。（pay for)
The parents work hard to pay for their children’s tuition.
8. 你的不诚实是我最终与你断绝往来的原因。（in the end)
Your dishonesty was the reason why I had to break off our
relationship in the end.
9. 他叔父决意在乡下定居，而不住在城里。（choose to)
His uncle chose to settle in the countryside rather than in the city.
Exercise VI
Unit 2 Marketing
VI. Cloze.
Coca-Cola was born 1 Atlanta, Georgia,U.S.A. on May 8,1886. 2 local
pharmacist, Dr. John Styth Pemberton 3 the drink at his home. His partner
first used the now famous 4 “Coca-Cola”. The first year, sales averaged 9
drinks per day. Each drink sold
5
5 cents. Today billions of gallons are
consumed each year. “Coke”, 6
short, is sold in 155 countries around the
world. To protect the trade name, “Coca-Cola, Coke,” and even the “familiar
shaped bottle” are 7 trademarks.
1. a. at
b. on
c. of
d. in
2. a. A
b. The
c. ／
d. An
3. a. created
b. discovered
c. invented
d. formed
4. a. trademark b. watermark
c. market
d. supermarket
5. a. at
b. in
c. on
d. for
6. a. for
b. with
c. in
d. as
7. a. registered
b. enrolled
c. registering
d. enrolling
Exercise VI
Unit 2 Marketing
Promotion from the early years to
8
day has made Coke the world’s most
popular
9
drink. In the early
10
bottling plants were set up in a few
countries 11 the U.S.A. Coke introduced the 12 carton, so consumers could
easily carry home the beverage. The Chicago World Fair in 1933 introduced the
automatic “fountain dispenser”. In 1928 Coke began a connection
13
the
Olympics. During World War II, Coke 14 bottling plants close to military camps.
When the war ended, the plants remained
15 operation. Coca-Cola became
the world’s symbol of peace. Coke is now familiar worldwide.
8.
a. recent
b. present
c. late
d. new
9.
a. soft
b. hard
c. black
d. cold
10. a. 1900s
b. 1900
c. 1900es
d. 1900s
11. a. inside
b. outside
c. upside
d. beside
12. a. six-bottle
b. six-bottles
c. six-bottled
d. six bottle
13. a. with
b. during
c. at
d. between
14. a. set up
b. set about
c. set off
d. set aside
15. a. on
b. at
c. in
d. under
Extended Activities
Unit 2 Marketing
• A Phonetic Drills
UNIT
• B Function and Structure
• C Practical Reading
• D Additional Vocabulary
• E Business World
• F Humor Time
Phonetic Drills: Central Vowels
Unit 2 Marketing
• Exercise I
• Exercise II
• Exercise III
• Exercise IV
• Exercise V
Exercise I
Unit 2 Marketing
I. Listen to the dialogue and find out the words containing the
sounds listed below.
Registering
A：What’s your surname please?
B：It’s Wilson.
A：How do you spell it please?
B：W-I-L-S-O-N.
A：And your initials please?
B：P. G.
A：What’s your address please?
B：27 Grafton Street.
A：How do you spell the name of the street?
B：G-R-A-F-T-O-N.
A：And what’s your telephone number please?
B：123 5679.
A：Thank you, Mr. Wilson.
/:/ surname
___________________________________________________________
/E/ ___________________________________________________________
Wilson, initial, and, address, Grafton, the, number, Mr.
number
/Q/ ___________________________________________________________
Exercise II
Unit 2 Marketing
II. Listen and repeat. Pay special attention to the minimal pairs：
/:/，/e/，/Q/
/e/
/:/
/Q/
bird
bed
but
fern
fen
fun
hurt
held
hut
dirt
debt
dust
Exercise III
Unit 2 Marketing
III. Listen to the following sentences and circle the word you hear
in the parentheses.
1. My name is (Robert, Herbert) Fox.
2. Mr. Clerk is from (an island, Ireland).
3. I live at No. ( thirty, thirteen).
4. I’ve brought a (parcel, pencil).
5. (First names, Surnames) are more friendly than (first names, surnames).
6. May I introduce (Miss Parson, Mrs. Parson)?
7. John’s father was born in (Bonn, Brene).
8. Have you been looking for her (alone, long)?
9. That was a very good (goal, girl).
10. Some dentists (own, earn) a lot of money; all dentists have a lot of
responsibilities.
Exercise IV
Unit 2 Marketing
IV. Read the following words. Pay attention to the stress pattern.
________’ ________
’ _______ ________
’________ ________ ________
ago
father
possible
above
color
suitable
away
China
Canada
about
manner
columnist
along
sooner
exercise
Exercise V
Unit 2 Marketing
V. Repeat the following words using different tones (不同声调).
—m
↓m
↑m
name
name
name
yes
yes
yes
no
no
no
please
please
please
teacher
teacher
teacher
Function and Structure: Introducing People
Unit 2 Marketing
• Exercise I
• Exercise II
Exercise I
Unit 2 Marketing
I. Practise the following sentences with your partner and then
complete the dialogues.
Type
Introduce
Yourself
(Informal)
Sample Sentences Sample Responses Notes
Excuse me, my name
is Bill Gates.
Hello! I’m Tony, Tony
Brown.
Hi. My name’s Jack.
I’m in the business
department.
How do you do? I’m
George Bush.
Hi.
Hello.
Nice to see you. / Glad
to meet you.
How are you doing?
How are you?
Handshaking
is not
necessary.
Add
appropriate
information
about
yourself.
Exercise I
Unit 2 Marketing
Type
Sample Sentences
Introduce
Yourself
(Formal)
Please allow me to
introduce myself.
Jenny Carter,
personnel manager
of P&G Company.
Sample
Responses
Same responses
as the above.
Notes
Informal
responses are
also possible.
Exercise I
Unit 2 Marketing
Type
Sample Sentences
Sample Responses Notes
Introduce
Other
People
(Informal)
Betty，this is Peter
Brown.
Look, here’s Nancy!
Nancy, come and
meet Peter.
Same responses
Do you know / Have as the above.
you met Mr. Kwon?
Wendy, I want you to
meet my colleague,
Jim ...
Use first and
last name or
first name
only. Add
information
about the
person being
introduced.
Handshaking
is not
necessary.
Exercise I
Type
Sample Sentences
I’d like you to meet Sam,
sales manager of M&M.
I’d like to introduce a friend
of mine, Mr. Carson.
I don’t think you’ve met
Introduce each other before. Sue,
Other
this is my new colleague,
People
David.
(Formal) Mr. Johnson, may I
introduce you to Mr.
Harvey? He’s Chairman of
our English Department.
Unit 2 Marketing
Sample Responses
Notes
It’s a pleasure to meet
you.
Pleased to meet you.
Pleased to know you.
How are you?
I’ve known so much
about you.
I’ve often heard of you.
Use “title +
last name” or
“first name +
last name”.
No answer is
necessary
with “How do
you do?”
Handshaking
is common.
Exercise I
Unit 2 Marketing
this is my brother
1. Susan: Mary,______________________
Joe.
Mary:
I’m very glad to meet you, Joe.
Joe:
__________________________.
It’s a pleasure to meet you
2. Betty:
like you to meet
Oh, Susan, I’d______________________
my colleague Wendy.
Wendy: Hi.
Nice to meet you
Susan: ______________________.
I’d like to introduce a friend of mine Shellie
3. Miss Green: Mrs. Blake, ________________________________,
Rhoda.
Mrs. Blake: Nice to meet you.
Shellie:
Hello
______________________.
Exercise I
Unit 2 Marketing
4. Helen: ______________________.
Hello. I’m Helen
I’m your next door
neighbor.
Linda: Hi, I’m Linda. ______________________.
Nice to meet you
Helen: ______________________,
too. By the way,
Nice to meet you
what’s your major?
Linda: Business English. And how about you?
Helen: I’m in Accounting Department.
Exercise I
Unit 2 Marketing
5. Mr. Smith:
Mr. King,___________________
Mr. Thatcher
have you met
before?
Mr. King:
I don’t think I had the honor.
Mr. Smith:
Well, let me introduce you to him. Mr. Thatcher,
I _______________________,
’d like you to meet Mr. King head of our
department. And ______________________,
this is Mr. Thatcher
Assistant Manager of AT & T.
I’m glad to meet you.
Mr. Thatcher: ______________________.
Mr. King:
I’m glad to meet you, too.
Exercise II
Unit 2 Marketing
II. Make dialogues with your partner according to the situations given. Pay
special attention to the expressions of introduction.
1. You bring your cousin Jessica to your friend Jane’s birthday party.
2. You are an assistant to Mr. James Holt, who is the Sales Manager
of your company. You bring a visiting businessman Mr. Roger
Brown to Mr. Holt’s office.
3. You are a guide working for an international travel agency. You
meet a group of foreign tourists at the airport. Introduce yourself
to them.
4. You, a primary school teacher, introduce a new student, Katie to
the whole class.
Practical Reading: Price List
Unit 2 Marketing
• Exercise I
• Exercise II
Exercise I
Unit 2 Marketing
I. The following is a price list of products. Unfortunately it has been
torn into two parts. Work in pairs to complete the list.
Student A: read Part A and cover Part B with a sheet of paper.
Student B: read Part B and cover Part A with a sheet of paper.
Be sure to ask questions in English to find out the missing information.
Part A
Code No.
0048
0049
0050
0057
0057B
0059
Description
Green 58×72 cm PVC②
Pink 44×72 cm PVC
Red 88×88 cm PVC
Green 44.5 × 25③
White 44.5×
Clear 78
Price in $ ①
$33.85
$28.00
$79.75
Delivery
3 weeks
①$: U.S. dollar.
②PVC: 聚氯乙烯 (PVC 塑料).
③44.5×25: forty-four point five times／
by／multiplied by twenty-five
Exercise I
Unit 2 Marketing
Part B
cm nylon①
25 cm nylon
x95 cm PVC
$15.00
$14.00
$89.50
10 days
7 days
14 days
To order only
Immediate
①nylon: 尼龙.
Code No.
Description
Price in$
Delivery
0048
Green 58×72cm PVC
$33.85
3 weeks
0049
Pink 44×72cm PVC
$28.00
Immediate
0050
Red 88×88cm PVC
$79.75
10 days
0057
Green 44.5×25cm nylon
$15.00
7 days
0057B
White 44.5×25cm nylon
$14.00
14 days
0059
Clear 78×95cm PVC
$ 89.50
To order only
Exercise II
Unit 2 Marketing
II. Read the completed list and answer the following questions
according to the information you get.
1. What is the code number of white 44.5×25 cm nylon?
2. If you need some PVC very urgently, which type on the list will you order?
3. If you order some red 88×88 cm PVC on Oct.6, when will the supplier deliver it to
you?
4. If the exchange rate of RMB to USD is 8.25 : 1, how much will you pay for your
order of 0057B?
5. How many types of PVC are available for order? Write down their code numbers
and prices.
Key: 1. 0057B. 2. 0049. 3. On Oct.16. 4. 115.5 yuan (RMB) 5. Four types：
0048
$33.85
0049
$28.00
0050
$79.75
0059
$89.50
Additional Vocabulary
Unit 2 Marketing
Match the English proper names of the following world-famous
companies with their Chinese equivalents.
1-15
1. NIPPON LIFE INSURANCE
1. 菲亚特公司 （意大利）
2-13
2. SIEMENS
2. 瑞士信贷公司
3-17
3. ALLIANZ
3. 日产汽车公司 （日本）
4-20
4. HITACHI
4. 本田汽车公司 （日本）
5-19
5. U.S. POSTAL SERVICE
5. 美洲银行公司 （美国）
6-18
6. MATSUSHITA ELECTRIC INDUSTRIAL
6. 索尼公司 （日本）
7-16
7. PHILIP MORRIS
7. 城市持股公司 （德国）
8-14
8. ING GROUP
8. 雀巢公司
9-12
9. BOEING
9. 美孚石油公司 （美国）
10-11 10. AT & T
10. 通用保险股份公司 （意大利）
Additional Vocabulary
Unit 2 Marketing
11- 6
11. SONY
11. 美国电报电话公司 （美国）
12- 7
12. MTRO
12. 波音公司 （美国）
13- 3
13. NISSAN MOTOR
13. 西门子公司 （德国）
14- 1
14. FIAT
14. ING 集团公司 （荷兰）
15- 5
15. BANK OF AMERICA CORP
15. 日本人寿保险公司 （日本）
16- 8
16. NESTLE
16. 菲利普—莫里斯公司 （美国）
17- 2
17. CREDIT SUISSE
17. 安联保险 （德国）
18- 4
18. HONDA MOTOR
18. 松下电器产业公司 （日本）
19-10
19. ASSICURAZIONI GENERALI
19. 美国邮政服务公司 （美国）
20- 9
20. MOBIL
20. 日立公司 （日本）
Business World
Unit 2 Marketing
The Marketing Mix（营销策略)
The marketing mix is often summarized as the so-called four P’s:
product, price, place, promotion; what to sell, to whom, where, and
with what support.
People and organizations who market a product make decisions
as to how, when, and to whom it is to be sold: for example on its
design, price, and distribution. People and organizations making these
decisions are marketers or marketeers and work in marketing.
In different markets, the four P’s have different relative degrees
of importance. Consequently, firms use these functions in different
ways, or they mix them differently to give a particular marketing mix
for a particular market.
Humor Time
Unit 2 Marketing
The sales manager was complaining to a colleague about one of
his salesmen.
“George is so forgetful that it’s a wonder he can sell anything. I
asked him to pick up some sandwiches on his way back from lunch,
but I’m sure he’ll even remember to come back.”
Just then, the door flew open and in came George. “You’ll never
guess what happened!” he shouted. “At lunch, I met Fred Brown, the
president of a Fortune 500 company. He hadn’t bought anything from
us in ten years. Well, we got to talking, and he gave me an order
worth 15 million dollars!”
“Excellent!” said the sales manager, “but where are my
sandwiches?”