Transcript 新职业英语经贸版Unit 7

新职业英语
Unit 7 Marketing
Unit 7
Unit 7 Marketing
Conte
nts
1
Warming-up
5
Writing
2
Reading A
6
Mini-project
3
Reading B
7
Language Lab
7
8
Entertainment
Language Lab
4
Listening & Speaking
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Unit 7 Marketing
Wa
rmWarming-up
1
Task 1 Look at the following pictures and identify the different selling methods.
person-to-person selling
online selling
direct mail selling
telephone selling
Notes
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Unit 7 Marketing
Wa
rm1Not
es
Warming-up
personal selling: It is a two-way communication between the
seller and the buyer usually face-to-face, via the internet, the
phone and the correspondence. Unlike advertising, a personal
sales message can be more specifically targeted to individual
prospects and easily altered if the desired behavior does not
occur. Personal selling, however, is far more costly than
advertising and is generally used only when its high expenditure
can be justified.人员推销/个人推销
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Warm-2
Warming-up
Task 2 Work in pairs. Look at the following flow chart. Discuss with your
partner and describe the process of organic foods going through the
marketing channel.
Notes
Sample
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Unit 7 Marketing
Warm-2-Notes
Warming-up
What is a marketing channel?
 A marketing channel is a set of practices or
activities necessary to transfer the
ownership of goods, and to move goods,
from the point of production to the point of
consumption, which consists of all the
institutions and all the marketing activities
in the marketing process.
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Warming-up
Sample
 After organic foods are produced, the first step is from
agricultural production to wholesaling where they are
transferred from producers to brokers, terminal markets,
grocery wholesalers and foodservice wholesalers. The
second step is from wholesaling to retailing where the
foods are stocked by traditional grocery stores, natural
food stores and foodservice outlets. The last step is from
retailing to consumption where these organic foods are
purchased by consumers.
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Readi
Reading
A
ng A
Text
Task 1
Task 2
Business Know-how
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Unit 7 Marketing
Text
Reading
A
A-1
The Multi -channel
E-Commerce
In the midst of the US economic crisis, cautious spending and
downsizing have left the retail industry in serious trouble. March
2009 saw a 9 percent decline compared with March 2008. However,
online sales continue to show steady growth in the face of adverse
economic conditions. They are expected to grow 11 percent to
US$156.1 billion in 2009, following a 13 percent increase in 2008.
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Unit 7 Marketing
A-2
Reading
A
Text
Given cautious consumer spending and tight credit, why is online
retail continuing to grow fast while overall retail numbers drop?
Retailers need to look no further than the great benefits and savings
of selling via a multi-channel e-commerce platform.
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Unit 7 Marketing
A-3
Reading
A
Text
The Internet has a distinct advantage over in-store retail: the
presence of countless on-demand sales channels. Still an ecommerce platform doesn’t simply offer a new sales channel;
retailers are actually increasing in-store purchases using online
platforms. In-store retailers with e-commerce platforms may make
use of multiple channels and consolidate them through crosschannel retailing. This cross-channel strategy might be giving
customers the ability to order online and pick up in-store, or it could
be as simple as honoring gift cards through all sales channels. By
implementing a cross-channel strategy, retailers could open up sales
opportunities and improve customer satisfaction through
convenient services and fulfillment of customer requests.
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A-4
Reading
A
Text
Retailers are also able to improve on-demand purchasing
capabilities to increase sales online. An automated online platform
allows retailers to receive orders at any time and customers to check
the status of their order at their convenience. By providing such an
easily accessible option for customers, online retailers are catering
to all of their customers, no matter what their shopping habits might
reflect.
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A-5
Reading
A
Text
Increasing attention is being placed on green business practices
these days, and an e-commerce platform helps retailers promote
environmentally friendly business practices. From a business point
of view, they can save huge costs by cutting out traditional paper
marketing and distribution methods. For example, retailers used to
spend hundreds of thousands of dollars on paper catalogs. Now
they can cut catalog expenses through email marketing and easily
updatable online catalogs.
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A-6
Reading
A
Text
With the development of business intelligence, more and more
companies are recognizing that an efficient system for data
collection and analysis is necessary for growing their businesses. An
e-commerce platform simplifies raw sales data capture, as well as
data for customer profiling and order-processing information—any
data that is necessary for providing a greater understanding of the
retailer’s business. The data collection capabilities of the Internet
give e-commerce platforms a strategic advantage over in-store
retail, where data is much more difficult to capture in a systematic
and organized way.
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A-7
Reading
A
Text
Ultimately, the strength of online and cross-channel retailing
comes down to effective use of the Internet and e-commerce
platforms. As e-commerce and technology continue to improve,
more and more businesses are relying on e-commerce platforms
to gain a greater understanding of their customers, cut costs, and
run operations more efficiently.
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Reading A
A-Trans-1
多渠道电子商务
在美国经济危机时期，开支缩减和公司裁员使
零售业陷入了严峻的困境。2009年3月的零售业比
2008年同期下降了九个百分点。而面临同样的经济
僵局，网络销售却呈现出稳定增长的态势。在2008
年增长13%后，网络销售在2009年预计又将增长十
一个百分点，销售额将达到1561亿美元。
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Reading A
A-Trans-2
面对消费者开支谨慎和信贷紧缩，网上零售为
什么会在零售额下跌的情况下保持快速增长呢？零
售商们只要看看通过多渠道电子商务平台销售所带
来的巨大收益和销售成本的降低便可知道答案。
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Reading A
A-Trans-3
与店面销售相比，网络销售所拥有的一个明显的优
势是：它可以提供各种各样按需销售的渠道。然而，
电子商务平台所提供的不仅仅是一种新的销售渠道。
事实上，零售商目前正利用网络平台增加店面购买量。
他们可以利用多种渠道并通过跨渠道销售来将各渠道
统一为一个整体。这种跨渠道销售策略可以是顾客在
网上订购，然后到店铺提货，或者是简单地通过所有
渠道兑现代金卡。利用这种策略，零售商可以通过提
供便捷的服务并满足顾客需求来增加销售机会及提高
消费者满意度。
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Reading A
A-Trans-4
零售商还可以通过提升按需购买服务的能力来
促进网络销售量。自动化网络平台使零售商在任何
时候都可以接受订单，同时也可以使消费者随时查
看他们的订单状态。不管人们会有什么样的购物习
惯，通过给消费者提供如此便捷的选择，网络零售
商可以满足他们所有顾客的消费需求。
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Reading A
A-Trans-5
目前，人们越来越重视绿色商业，而电子商务
平台正有助于零售商促进环境友好型经营活动。从
经营角度来看，由于取消了传统纸质营销和分销方
法，零售商得以大大节省销售成本。举例来说，零
售商过去常常花费大量资金来印制纸质商品目录，
而现在他们可以通过电子邮件和易于更新的在线商
品目录来降低这方面的开支。
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Reading A
A-Trans-6
随着商业情报的不断发展，越来越多的企业意
识到为促进业务发展，有效的信息收集和分析系统
对于业务发展而言是必不可少的。电子商务平台不
仅可以简化原始销售数据、客户资料和订单处理数
据的收集，也可以简化有助于进一步了解零售商经
营状况的任何数据的收集。因特网的数据收集能力
使电子商务平台具备了超越店面销售的战略优势，
因为在店面销售中系统而有序地采集数据要困难得
多。
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Reading A
A-Trans-7
最后，网络和跨渠道零售的力量归根结底在于
对因特网和电子商务平台的有效利用。伴随着电子
商务和科技的持续发展，将会有越来越多的企业依
靠电子商务平台来进一步了解客户，降低成本，并
提高运营效率。
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Reading A
midst
n. (formal) (used after a preposition) the middle part
of something
e.g. The hut is in the midst of the forest.
Such beauty was unexpected in the midst of the city.
He fought bravely in the midst of the battle.
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Reading A
Unit 7 Marketing
crisis
n. a time of danger and great difficulty
e.g. The company is still in crisis but it has survived the
worst of the recession.
In times of crisis it’s good to have a friend to turn
to.
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Reading A
cautious
a. being careful about what you say or do, especially
to avoid danger or mistakes
e.g. He was very cautious about committing himself to
anything.
They express cautious optimism about a solution to
the crisis.
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Reading A
overall
a. (only before noun) including all the things or
people that are involved in a particular situation;
total
e.g. When she finished painting, she stepped back to
admire the overall effect.
The person with overall responsibility for the
project
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Unit 7 Marketing
via
prep. by means of a particular person, system, etc.
e.g.
I heard about the sale via Jane.
The news program came to us via satellite.
They have arrived at a solution via scientific
investigation.
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Reading A
distinct
a. clearly seen, heard, understood, etc.; noticeable
e.g. There was a distinct smell of burning.
His voice was quiet but every word was distinct.
There is a distinct improvement in your spoken
English.
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Reading A
consolidate
v. to join things together into one; to be joined into
one
e.g. Several local businesses have recently consolidated to
form a single large company.
The two companies consolidated for greater
efficiency.
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Reading A
honor
v. to keep (an agreement), often by making a payment
e.g. The bank has refused to honor his check.
Please honor your contract by working until the
project is finished.
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Reading A
capability
n. the ability or qualities necessary to do something
e.g. Animals in the zoo have lost the capability to
catch/of catching food for themselves.
Organizing a whole department is beyond her
capability.
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Reading A
status
n. the situation at a particular time during a process
e.g. What is the current status of our application for
funds?
We all are interested in the status of world affairs.
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Reading A
accessible
a. that can be used, seen, obtained, etc.
e.g. There is a collection of books recently made
accessible to the public.
Medicine should not be kept where it is accessible to
children.
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Reading A
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cater
v. to provide what is desired or needed
e.g. They only publish novels which cater to the mass
market.
She refused to cater to his ridiculous demands.
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Reading A
intelligence
n. secret information that is collected
e.g. Our intelligence is that the spies plan to leave the
country soon.
The general had secret intelligence of the enemy.
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Reading A
simplify
v.
to make something easier to do or understand
e.g. The application forms have been simplified.
Try to simplify our explanation for the children.
That will simplify my task.
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Reading A
profiling
n. the act of collecting useful information about
something or somebody so that you can give a
description of them.
e.g. offender profiling
What exactly is personality profiling-competency
profiling?
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Reading A
come down to
to be able to be explained by a single important
point
e.g. What it comes down to is, either I get more money
or I leave.
What it comes down to is a choice between cutting
wages or reducing the number of staff.
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Reading A
Unit 7 Marketing
rely on
v. to need or be dependent on
e.g. These days we rely heavily on computers or organize
our work.
The industry relies on the price of raw materials
remaining low.
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A-Task-1
Reading
A
Task 1 Put the following statements into the right order according to the
passage.
A. A cross-channel strategy helps retailers to open up sales opportunities and
improve customer satisfaction.
B. E-commerce platforms will play a more important role in the business world.
C. E-commerce platforms hold a strategic advantage in business data collection.
D. E-commerce platforms help retailers promote green business practices and cut
costs.
E. Online retailers could cater to all customers through automated online
platforms.
F. Online sales continue to grow during the economic crisis.
G. Multi-channel e-commerce platforms account for the online sales growth.
F-G-A-E-D-C-B
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A-Task-2-1
Reading
A
Task 2 Answer the following questions according to the passage.
1. Why is online retail continuing to grow fast while overall
retail numbers drop?
Because of the great benefits and savings of selling via a
multi-channel e-commerce platform.
2. An e-commerce platform is simply a new sales channel, isn’t
it?
No. By adopting a cross-channel strategy, retailers can use
an online platform to increase in-store purchases.
3. What can an automated online platform do for retailers and
customers?
It allows retailers to receive orders at any time and
customer to check the status of their order at their
convenience.
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A-Task 2-2
Reading
A
4. How can an e-commerce platform help retailers to
save costs?
By cutting out traditional paper marketing and
distribution methods.
5. In terms of business intelligence, what gives ecommerce platforms a strategic advantage over instore retail?
The data collection capabilities of the Internet.
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Business Know-how
Creating an Effective Trade Show Display
Remember that less is more. Keep the images and
messages simple, and layouts clean;
● Select your trade show graphics carefully. If possible,
select simple single images;
● Create a simple and easy-to-remember headline. Choose a
simple and easy-to-read typeface;
● Be careful when writing your description. Make each word
count. Use bullet points and don’t get too technical;
● Make the company name prominent, in the header where
visitors will expect to find it;
● Feature your website address.
●
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din
Reading
B
gB
Rea
Text
Task 1
Task 2
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Text
Reading
B
B-1
IBM 2008 Annual Report (Excerpt)
IBM has divested businesses like personal computers and
hard disk drives, and strengthened its position through strategic
investments and acquisitions in higher-value segments like
business intelligence and analytics, virtualization and green
solutions. This has changed our business mix toward highervalue, more profitable segments of the industry.
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Text
Reading
B
B-2
Revenue and income: Our revenue was a record
$103.6 billion, up 5 percent. In 2008 we grew pretax
income from continuing operations by 15 percent, to
$16.7 billion, the highest ever.
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Text
Reading
B
B-3
Margins: IBM’s gross profit margin rose for the fifth
consecutive year to 44.1 percent, up 7.6 points since
2003. Our pre-tax income margin rose to 16.1 percent.
Both margins are at their highest in more than a
decade. We achieved this by driving productivity and
continuing to shift our business mix to more profitable
segments. More than 90 percent of our segment profit
in 2008 was from software, services and financing.
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Text
Reading
B
B-4
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Text
Reading
B
B-5
Earnings per share (EPS): We have continued to
achieve strong EPS growth. Last year was another
record, with diluted earnings per share from
continuing operations of $8.93, up 24 percent. This
marked six straight years of double-digit EPS growth.
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Text
Reading
B
B-6
Cash flow: IBM has consistently generated strong
cash flow. In 2008 our free cash flow was $14.3
billion, an increase of $1.9 billion from 2007. We
ended 2008 with $12.9 billion of cash and
marketable securities.
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Text
Reading
B
B-7
Investment and returns to shareholders: Our superior
cash flow has enabled us to invest in the business and to
generate substantial returns to investors. Our 2008 cash
investment was $6.3 billion for 15 acquisitions—10 of them
in key areas of software. And after investing $6.3 billion in
R&D and $4.5 billion in net capital expenditures, we were
able to return more than $13 billion to the investors. Last
year’s dividend increase was 25 percent, marking the 13th
year in a row in which we have raised our dividend.
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Text
Reading
B
B-8
In sum, with our excellent financial position, strong
balance sheet, solid revenue, strong profit streams and
unmatched global reach, we are confident about 2009
and are ahead of pace to achieve our 2010 objective of
$10 to $11 in earnings per share.
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Unit 7 Marketing
B-Trans-1 B
Reading
国际商业机器公司2008年度
报告（节选）
IBM公司剥离了个人电脑和硬盘驱动器等业
务，并且通过战略投资和收购强化其在高价值市
场如商业情报及分析、虚拟技术和绿色解决方案
业务中的优势地位。这些改变了我们的业务组合，
转向行业的高价值、高收益市场。
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B-Trans-2 B
Reading
收入和利润：我们年度收入为创记录的
1036亿美元，增长了5%。2008年持续经营税前
利润增长了15%，达到167亿美元，创下历史新
高。
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B-Trans-3 B
Reading
利润率：IBM公司连续第五年保持毛利润
率的增长，达到了44.1%，比2003年上升了7.6
个百分点。税前利润率上升到16.1%。毛利润
率和税前利润率双双创下十多年来的新高。这
是我们提高生产效率和持续优化业务组合追逐
更高收益市场的结果。2008年我们超过90%的
收益来自软件、服务和理财领域。
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B-Trans-5 B
Reading
每股收益：我们的每股收益继续保持强
劲的增长势头。去年我们再次创下新的记录，
摊薄后的持续经营每股收益达到8.93美元，上
升了24%。每股收益连续六年保持了两位数的
增幅。
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B-Trans-6 B
Reading
现金流：IBM公司一直保持良好的现金流。
2008年我们的自由现金流为143亿美元，比2007
年增加了19亿美元。2008年底我们拥有129亿美
元的现金和可供出售证券。
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B-Trans-7 B
Reading
投资和股东回报：我们优良的现金流保障我们
可以投资并带给股东优厚的回报。2008年我们现金
投资达到63亿美元，完成15项购并，其中十项属于
软件行业的关键领域。通过63亿美元的研发投入和
45亿美元的净资本支出，我们带给股东的回报超过
130亿美元。去年我们的红利增长了25个百分点，
连续第13年保持了红利的持续增长。
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B-Trans-8 B
Reading
总之，拥有优异的财务状况、良好的资产
负债平衡、稳定的收入、强劲的利润流和无以
伦比的全球触角，我们对2009年充满信心，正
跃步实现2010年每股收益达到10到11美元的目
标。
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Unit 7 Marketing
IBM
Reading
B
IBM: International Business Machines Corporation is a
multinational computer technology and IT
consulting corporation headquartered in
Armonk, New York, United States. The company
is one of the few information technology
companies with a continuous history dating back
to the 19th century. 国际商业机器公司。
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B-Task-1
Reading
B
Task 1 Decide whether the following statements are true (T) or false (F)
according to the report.
(F ) 1. In 2008 IBM invested heavily in PCs and hard disk drives.
(T) 2. The annual revenue was a record $103.6 billion, up 5
percent.
(F) 3. The gross profit margin rose for the fifth consecutive year
to 16.1 percent, up 7.6 points since 2003.
(T) 4. IBM kept a record of more than 10 percent of EPS growth
for six consecutive years since 2002.
(F ) 5. In 2008 IBM’s cash investment was $6.3 billion for 15
acquisitions in key areas of software.
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Unit 7 Marketing
B-Task-2
Reading
B
Task 2 Read the chart in the report and fill in the blanks in the following
statements about IBM pre-tax income mix from 2000 to 2008.
1. IBM’s income is mainly from segments of software, services
______,
_______
financing and hardware.
2. The pre-tax margin rose to 16.1%, up __________
points since
4.1
2000.
3. In 2008 the pre-tax income was $16.7 billion, about ________
9 percent of
which is from hardware segment.
4. In terms of percentage, the segment of ___________
accounted
services
the most in the year of 2001.
40 percent pre-tax
5. The segment of software kept a record of __________
income for three straight years since 2006.
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List
enin
g
Listening & Speaking
Task 1
Task 2
Task 3
Task 4
Task 5
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Unit 7 Marketing
LTas
k
1-1
Listening & Speaking
Task 1 Pamela Fischer, an American importer, talks with a Chinese salesman at
a trade show. Listen to the conversation and fill in the blanks with what
you hear.
M: Good morning. May I help you?
W: I wonder if you can give me more information about this
product you’re showing.
M: I’d be glad to help. Would you like a packet of
our promotional materials
_______________________?
W: Thank you.
M: Well, it’s called the Pocket Reader. Would you like
a quick demonstration to see how it works
_____________________________________?
W: All right.
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LTas
k
1-2
Listening & Speaking
M: Now, first I press this little button to switch it on and then I move it
across the paragraph like this and you can read the sentences I’ve
scanned here in the little window.
W: It’s impressive. __________________________________
This is the kind of thing my customers might go for.
M: What they’ll most appreciate is that it can be used anywhere and it is
easy to use.
W: How long will it take you to make shipment if I place an order?
M: _______________________________
and we could ship your
We have large stocks in our warehouse
order within one week.
W: Great. Are all the components made here in China?
M: Yes, _______________________
, but only in China. These
we do some subcontracting
computers are made here. May I ask what company you work for?
W: I represent Focus Electronics. We’re a high-volume, discount mail
order house(邮购商号 )…
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LTas
k2
Listening & Speaking
Unit 7 Marketing
Task 2 Alan Lawson, whose company intends to take part in a trade show, is making
an inquiry with the trade show organizer about stand booking. Listen to the
conversation and complete the following note.
About Stand Booking
1. ( Early booking ) entails a discount.
2. Decide the (size/space) of booth(s) and check the(budget).
3. Booth ( location ): high exposure and check adjacent booths.
4. Sign and return the contract with deposit for (confirmation) of
booth choice.
Words
Script
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Unit 7 Marketing
L-2Wor
ds
Listening & Speaking
Task 2 New words
eligible a. (be ~ for)
有资格的；适合的
traffic flow
交通流量；人流量
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Unit 7 Marketing
L-2Scrip
t
Listening & Speaking
Task 2 Script
M: Nice to meet you. May I inquire something
about stand booking?
W:Certainly. Anything you would like to know.
The first advice I need to give to you is to
book your stand early. You’ll have a better
choice of stands and may be eligible for an early
booking discount.
M: Oh, that is good to know. Early booking
entails a discount. Then what else do I need
to prepare in advance?
W:You need to establish how much space you
ideally require to display your products and
then check whether this fits within your budget.
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LTas
k3
Listening & Speaking
Unit 7 Marketing
Task 3 Mike Byron is discussing pre-show promotion with Ms. Winn. Listen to the
conversation and choose the best answer to each question you hear.
1. A. Because it creates awareness.
B. Because it decreases traffic.
C. Because it saves money.
D. Because it reduces workload.
2. A. Use an individual’s name on the envelope.
B. Use an individual’s name on the enclosed letter.
C. Add a brief handwritten note at the bottom of the letter.
D. Follow the mail with a phone call.
3. A. Company name and phone number.
B. Company name and brief introduction.
C. Company name and booth number.
D. Booth size and booth number.
Words
Script
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Unit 7 Marketing
L-3Wor
ds
Listening & Speaking
Task 3 New words
touch n.
风格；特征
personal touch
人情味
pass n.
通行证；入场券
mailer n.
包装邮件的东西（如信封或
硬纸筒等）
prospect n. 可能成为主顾的人; 有希望
的候选人
exhibit hall 展览厅
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Unit 7 Marketing
L-3Scrip
t
Listening & Speaking
Task 3 Script
M: You told me that direct mail can be a powerful
promotion.
W: Yes, direct mail builds booth traffic, generates
sales leads and creates awareness.
M: But the clients will receive so many invitations
before the show. How can I make mine
different from the others?
W: Get personal. Always use an individual's
name on the envelope and enclosed letter.
Another technique is for you to add a brief
handwritten note at the bottom of the letter.
This adds a personal touch (人情味) to the
communication.
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LTas
k4
Listening & Speaking
Unit 7 Marketing
Task 4 Denise Morgan is visiting a booth at a trade show and asking about the
exhibitor’s information. Complete the following company profile with what
you hear.
Company Profile
Name: _______
Rainbow Umbrella Co. Ltd.
History: founded in ________
1990
Scale: ___
__ offices, __
6 solely owned plants
4 sales branches, 10
Priority: product ________
quality
Production Capacity: ___________
10 million umbrellas a year
Reputation: products _______________
well-received in the market,
leading market position
Main markets: US, Canada, _________
Europe and Japan
Words
Script
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Unit 7 Marketing
L-4Wor
ds
Listening & Speaking
Task 4 New words
UV-resistant a.
shed v.
priority n.
solely ad.
solely owned plant
防紫外线的 UV=ultraviolet
抗，防；使（水）淌过而不透
优先，重点
单独地
独资工厂
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Unit 7 Marketing
L-4Scrip
t
Listening & Speaking
Task 4 Script
M: Madam, you seem to be quite interested in our
products.
W: Yes, the folding umbrellas look beautiful.
M: Our umbrellas are light, UV-resistant and it
sheds water and dries quickly.
W: What＇s the name of your company? Can you tell
me some information about your company?
M: Yes, of course. Our company is Rainbow
Umbrella Co. Ltd. It was founded in 1990 and
now has four sales branches and ten offices
throughout the country. We specialize in
designing and manufacturing umbrellas. Quality
is our top priority. Our products have been well
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Unit 7 Marketing
LTas
k
5-1
Listening & Speaking
Task 5 Listen to the passage twice and fill in the blanks with what
you hear.
According to the Center for Exhibit Industry Research, the majority of
trade fair attendees are decision makers or influencers who plan to make
a purchase. Following are the guidelines to help make sure one is ready to
_______________.
sell effectively
☆Avoid soft sells and be engaging: Trade fairs require a hard-sell
approach. When attendees show interest in your booth, approach them
immediately. Present your professionalism and willingness to help and
avoid
greetings
like
“Can
I
help
you”.
Instead,
______________________—“What
information can I tell you about our
ask a direct question
new heating system?”
☆Watch your manners: Don’t sit down. Don’t eat, drink, or smoke at the
booth. Never leave your booth unattended. Don’t spend time chatting
with colleagues instead of ______________________.
focusing on customers
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Unit 7 Marketing
LTas
k
5-2
Listening & Speaking
☆ Qualify prospects quickly: The first thing you should do once you
meet someone new is to find out who they are and where they’re
located. You can find this information out by requesting
________________.
a business card
☆ Ask lots of questions: Engage a prospect by asking open-ended
questions—ones that require more than a yes or no answer. This will
help you determine their needs and interests.
☆ Keep good records: Write down all the relevant information
about a prospect on a “lead card” which contains his or her needs,
interests, _________________.
budget and timing Use this card for your post-show
follow-up when you return to the office.
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Unit 7 Marketing
Writi
Writing
ng
Task 1
Task 2
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W-
TaskWriting
1
Unit 7 Marketing
Task 1 Look at the following advertisements and discuss the
questions below with yourpartner.
Q1
Q2
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Unit 7 Marketing
W-1Writing
Q1
What does each advertisement sell?
Sample 1 is a public service advertisement (公益广告),
warning the consequence of drunk driving. Sample 2
is a hair gel advertisement, showing the effect after
using the product. Sample 3 is also a public service
advertisement, warning parents to take care of their
children in the swimming pool. Sample 4 is a mobile
phone advertisement showing the special musical
feature of the product.
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Unit 7 Marketing
W-1Writing
Q2
What is the slogan used in each advertisement?
Sample 1: Reserved for Drunk Drivers
Sample 2: Tames the Wildest Hair
Sample 3: Watch around Water
Sample 4: Express Your Musical Side
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Unit 7 Marketing
W-
TaskWriting
2-1
Task 2 Translate the following advertisements slogans into Chinese.
1. Time always follows me.
时间永随我。（罗西尼表）
2. Good to the last drop.
滴滴香浓，意犹未尽。（麦斯威尔咖啡）
3. A diamond lasts forever.
钻石恒久远，一颗永流传。(第比尔斯)
4. Start ahead.
成功之路，从头开始。(飘柔)
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Unit 7 Marketing
W-
Task
Writing
2-2
5. Let’s make things better.
让我们做得更好。（飞利浦电子）
6. Melt in your mouth, not in your hand
只溶在口，不溶在手。(M&M巧克力)
7. Fresh-up with Seven-up.
提神醒脑，喝七喜。（七喜）
8. Focus on life.
瞄准生活。（奥林巴斯）
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Unit 7 Marketing
Mini
Mini-project
Work in groups. Discuss with your partners to choose a product. Decide on any two
of the following advertising media and draft two advertisements for your product.
Then demonstrate your ads to the class.
● Grouping. Divide the class into groups.
● Defining the project. Go through the project with the class and
clarify requirements.
● Defining the project. Go through the project with the class and
clarify requirements.
● Presentation. Ss present their evidence for completion. In this
project, they need to show their advertisements either by
explaining PPT, making dialogues or using other ways of
performance. Ask them to do it after studying the whole unit.
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Unit 7 Marketing
age
Language
Lab
Lab
Langu
Task 1
Task 2
Task 3
Task 4
Task 5
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Unit 7 Marketing
Language Lab
LLTask
1
Task 1 Match the words or phrases on the left with their meanings on the right.
( F) 1. consolidate
(A) 2. status
(E ) 3. ultimately
( I) 4. cater
(D) 5. commerce
(G) 6. distinct
(C) 7. overall
(H) 8. margin
( J ) 9. platform
(B) 10. cautious
A. the position of affairs
B. being careful about what you say or do,
especially to avoid dangerous mistakes
C. total; inclusive of all
D. financial transactions, esp. the buying and
selling of goods on a large scale
E. at last; finally
F. combine things in order to make them more
effective or easier to deal with
G. unquestionably exceptional or notable
H. an amount (of time, money, etc.) by which a
thing exceeds or falls short
I. provide what is desired or needed
J. the type of computer system or software
that someone uses
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Unit 7 Marketing
Language Lab
LLTask
2-1
Task 2 Complete the following sentences with the words from Task 1.
Change the form if necessary.
1. The social and economic ______
status of women is still low in this
country.
2. The profit _________
margin in wholesale marketing is generally higher
than that in retailing.
3. In addition to _________
overall performance, we specifically investigated
a secretary’s communication skills.
4. There was a(n) ________
distinct smell of soap in the bathroom.
5. The new mobile _________
commerce lets consumers order products or
services using their phones or personal digital assistants.
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Unit 7 Marketing
Language Lab
LLTask
2-2j
6. The school can ________
cater for up to 850 pupils aged
between 11 and 18.
7. The bank plans to use the new __________
platform to upgrade
its electronic ordering system.
8. The company is planning to ____________
consolidate its business
activities at a new site in Beijing.
9. The bank is very ________
cautious about lending money to the
real estate industry.
10. Everything will _________
ultimately depend on what is said at
the meeting next week.
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Unit 7 Marketing
Language Lab
LLTask
3
Task 3 Complete the sentences with the following phrases. Change the form if
necessary.
in the midst of at one’s convenience rely on come down to cash flow
1. The goods will be delivered to your house any time
___________________.
at your convenience
2. Small traders often have short-term __________
cash flow problems.
3. Eventually our choice of hotel will _______________
come down to how much
we can afford.
4. I’m afraid I’m too busy—I’m _____________
in the midst of writing up a report.
5. The success of this project ________
relies on everyone making an effort.
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Unit 7 Marketing
Language Lab
LLTask
4-1
Task 4 Rewrite the following sentences after the models.
Model 1: When we take cautious consumer spending and tight credit into account,
why is online retail continuing to grow fast while overall retail numbers
drop?
Given cautious consumer spending and tight credit, why is online retail
continuing to grow fast while overall retail numbers drop?
1. When we think about his age, he’s a remarkably fast runner.
________________________________________________________
Given his age, he’s a remarkably fast runner.
2. Considering the condition of the engine, it is a wonder that it even starts.
________________________________________________________
Given the condition of the engine, it is a wonder that it even starts.
3. When we consider that he’s had six months to do this, he hasn’t made much
progress.
________________________________________________________
Given that he’s had six months to do this, he hasn’t made much progress.
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Unit 7 Marketing
Language Lab
LLTask
4-2
Model 2: Retailers use online platforms and are actually increasing in-store
purchases.
Retailers are actually increasing in-store purchases using online
platforms.
1. He drives a truck and earns his living.
_____________________________________________________
He earns his living driving a truck.
2. The factory used the new equipment and succeeded in increasing
production.
_____________________________________________________
The factory succeeded in increasing production using the new
_____________________________________________________
equipment.
3. They adopted a different approach and managed to solve the problem.
_____________________________________________________
They managed to solve the problem using a different approach.
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Unit 7 Marketing
Language Lab
LLTask
5-1
Task 5 Translate the following into English using the given words or phrases.
1.他们已决定推迟签署整合两家公司塑料业务的协议。(consolidate)
They have decided to postpone an agreement to consolidate
the two companies’ plastics businesses .
2. 他尝试将这本书简化以满足更年轻的读者。(simplify)
He tried to simplify the book for the younger audience.
3. 处理签证申请至少需要28天的时间。(process)
Visa applications take at least 28 days to process.
4. 秘书准备了多份该报告的副本供会议使用。(multiple)
The secretary made multiple copies of the report for the
meeting.
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Unit 7 Marketing
Language Lab
LLTask
5-2
5. 我是从我妹妹那里才知道此事的。(via)
I only found about it via my younger sister.
6. 为满足顾客需要，我们设计了许多不同的保险方案。(cater to)
We designed a variety of insurance plans to cater to our
customers’ needs.
7. 问题是这些药品太容易弄得到。(accessible)
The problem lies in that these medicines are so easily
accessible.
8. 所有一切都归结为你现在是否想工作。(come down to)
It all comes down to whether you want to get a job now or not.
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Unit 7 Marketing
Ente
rtain
ment
Entertainment
Scarborough Fair
By: Paul Simon & Art Garfunkel
Are you going to Scarborough fair?
Parsley, sage, rosemary and thyme
Remember me to one who lives there She
once was a true love of mine
Tell her to make me a cambric shirt
(On the side of a hill in the deep forest green)
Parsley, sage, rosemary and thyme
(Tracing of sparrow on snow crested brown)
Without no seams nor needlework
(Blankets and bedclothes a child of the mountain)
Background
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Unit 7 Marketing
Bac
kgr
oun
d
Entertainment
Background
Scarborough Fair comes from an English folk song from the
16th century, which is about unrequited love. A young man
requests impossible tasks from his lover, saying that if she can
perform them, he will take her back. In return, she requests
impossible things of him, saying she will perform her tasks
when he performs his.
Paul Simon learned the song in 1965. Art Garfunkel
adapted the arrangement, integrating elements of another song
Paul Simon had written called The Side of a Hill, and the pair
added some anti-war lyrics. The singing duo of Simon and
Garfunkel made the song famous in the 1960’s, which was then
included in the movie The Graduate.
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新职业英语
Thank You!