Transcript Unit 13 Marketing

商务英语
Unit 13 Marketing
教材：新视野商务英语（下）
Unit 13 Marketing
 Objectives
 Language Focus
 Skills
 Business Communication
 Key Vocabulary
 lead-in
 Reading
 Homework
Objective
When the learners finish learning this unit,
they should be able to
 provide information on marketing
 collect information on marketing.
Language focus
 Comparison
 Reported speech
Skill
 Writing: write the letter to persuade or attract
people’s attention.
 Reading: Hello to the good buys
 Listening: listen to a marketing manager
talking about her company.
Business Communication
 Discuss the questions:
1.What are the advantages of this type of
research over the more conventional data
colleting processes?
2.Would you agree to participate in this type
of research?
3.Why do you think some people do accept?
Key Vocabulary
 This section provides an explanation of
marketing and explains the four main
aspects of the marketing process: ‘the four
Ps’
marketing product price place
promote marketing mix identify
consumer demand profitable intend
refer to surprise attack outgunned
territory surrender key strongholds
rage on
Lead-in
1.This exercise considers military metaphors
which are often used in texts about
marketing.
2.Before listening to the cassette,
brainstorm with students expressions used
in business which include military terms.
Words and expression
Aggressive advertising, a sales campaign,
staff casualties, a marketing strategy,
strong-arm tactics, the cola war
( Pepsi/Coke) , the sportswear war( Nike/
Reebok), the burger war ( McDonald’s /
Burger King)
Language Focus
 Comparison
1.We add –er to one – syllable adjectives to form
the comparative.
High—higher, low lower
2.We add –est to one-syllable adjectives to from
the superlative.
Demand for our products is high in India, higher in
China but the highest demand is in Japan.
3.We add –ier and –iest to adjectives ending in –y.
There are irregular comparatives and superlatives.
4.We add more /less and the most / the least to
adjectives to two or more syllables.
5.We use than to compare tow or more
things.
Reported speech
A number of changes take place when
converting direct speech into reported
speech. The present tense verb ate in direct
speech becomes a past tense verb were in
reported speech. Such tense changes take
place when the reporting verb is in the past.
 Direct speech
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Reported speech
Present simple
past simple
Present continuous past continuous
Past simple
past perfect
Present perfect past perfect
Past perfect past perfect
Will
would
Can
could
Reading
 hassle: problems
 gasoline; petrol
 to differentiate: to show how products are
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different from each other
an upgrade: making sth. work better, and do
more
to make a statement about sb: to show what
kind of person sb.
to go out of one’s way: to make an effort
fueling up : filling up

Today, after 18 months of cutting edge
research, Shell Oil is on track to make buying
fuel at their 8900 service stations clearly
different with a new brand initiative.

This meant their buying decisions were
influenced by other factors—some wanted full
–serve outlets like the old days, some chose a
service station depending on whether it liked
safe or not.
Homework
1.listening to the tape after class.
2.reciting the new words and the text of key
vocabulary.
3.writing a composition.