Transcript 联合利华

Unit 2
International
marketing
P14 Overview
Period 1: Glossary; Starting up
Period 2: Vocabulary; Reading
Period 3: Language review; Skills
P157 Glossary
1. accelerate: (v)加快
2. advent: (n)出现；来临 the advent of new
technology
3. antibacterial: (adj.)抗菌的
bacteria: (n) 细菌
4. bureaucracy: (n)官僚机构 bureau局
FBI: federal bureau of investigation
5. chassis: 汽车，飞机底盘
6. chronometer: 精密计时器
chrono- 与时间相关的
7. commercial: (n) 广告
8. commission: (n)佣金
(v)委托
9. confidential: (adj.)机密的
10. conform: (v)遵从 ~to
11. constraint: (n)限制
12. corner the market: 垄断某一市场
They have cornered the market in silver.
13. credit card:信用卡
14. customize: (v) tailor 量身定做
15. differentiate: (v)区别，区分
different: (adj.)
16. endorse: (v)背书；赞同，认可；宣传，
吹嘘（广告中）
endorsement: (n)
17. exorbitantly: (adv) excessively过度/过分
的 prices are ~ high in this shop.
18. formulate: (v) 构想出，规划
this new kitchen cleaner is ~d to erase
grease.
19. gauge: (v) evaluate, judge评估；判断
They interviewed employees to ~ their
reaction to changes.
20. glossary brochure: 用光纸印刷的小册子
glossary: (adj.)光滑的，有光泽的
brochure: (n) 广告手册
21. identification: (n) 认同感
sense of identification
22. integration: (n) 一体化
the aim is to promote closer economic ~.
23. joint venture: 合营企业，合资企业
24. launch: (v)推出(新产品) roll out
25. market share: 市场份额
26. marketing mix: 营销组合
4p: price; product; place; promotion
27. meld: (v) combine 合并，融合
28. mover and shaker: 有权势的人
29. niche market: 可赢利的市场
niche: 商机
30. point of sale: 售货点
kiosk:售货亭
selling point: 卖点
31. premium: (adj.)超出一般价格的
32. promotion: 促销
33. red tape: 繁文缛节
34. regardless of: despite of, in spite of 不顾
35. retail outlet: 零售点
36. saturate: 使饱和
37. slogan: 标语，口号
38. soft drink: 软性饮料 hard drink
39. spectrum: 系列，范围 range
40. sponsorship: 赞助
sponsor: (v) 赞助
41. spot: (adj.) 现付的
on spot: 现场 the thief was caught on spot
when he was stealing.
42. swamp: (v)以极大的数量或数目吞没
43. teaser: (n)广告战前的小序曲
teaser campaign
44. turnover: 营业额 revenue
45. upmarket: (adj.) 高档商品市场的
46. wholesaler: 批发商 retailer: 零售商
47. wrap up: (v) finish 结束，完成
Notes:
1. Market research: 市场调查
2. Pricing: 定价
marketing 营销
skimming pricing strategy撇脂定价法
（赚取丰厚的市场营销利润）
penetration pricing strategy渗透定价法
（渗透市场，提高市场营销量与市场占有
率）
competitive pricing strategy价格竞争策略
3. promotional strategy
pulling strategy 拉引策略：企业先通过广告等直接
面向最终消费者的强大促销攻势，把产品或服务
介绍给最终市场的消费者，使之产生强烈的购买
欲望，形成市场需求，然后“拉引”中间商纷纷
要求经销这种商品。
pushing strategy推动策略：厂商以人员推销为主要
手段，首先争取中间商的合作，利用中间商的力
量把新的产品或服务推向市场/消费者。
P14 Starting up
B Discuss these Qs.
What are the advantages for a company of
expanding beyond its domestic market?
What kinds of problem do companies face
when they go international?
What methods can companies use to
enter overseas market?
C Slogans
Coca-Cola: I’d like to buy the world a Coke;
Can’t beat the feeling;
Coke adds life.
Toyota: Where there’s a road, there’s a
Toyota. (where there’s a will, there is a
way)
P15 Vocabulary
marketing collocations 搭配
A Complete
the statements with suitable marketing
expressions.
monetary regulations 货币政策
1. Because of tight ________ company profits could not be
taken out of the country.
government bureaucracy
2. Red tape and other examples of ________ hinder a
company’s entry into a market. 政府官僚主义/作风
3. The country is attractive to exporters because it has
stabilityfor the last 50 years. 政治稳定
enjoyedpolitical
________
4. The purchasing behavior of consumers can be described as
their ________
buying habits
.
购买习惯
5. The ________
is improving leading to a rise in employment.
economic
经济形势
situation
6. ________ is a term used by economists to describe how
wealth is shared in a country.
Income distribution
收入分配
B Discuss the Qs.
1. What are some of the main benefits of
political stability?
2. How would you describe the present
economic situation of your company
compared to 20 years ago?
3. Would you like to see a more equal
income distribution in your country?
Explain why or why not.
C Underline the odd one out.
1. a) growing market c) expanding market
b) developing market d) declining market
2. a) swamp a market c) flood a market
b) corner a market d) saturate a market
3. a) opinion poll c) spot check
b) focus group d) survey
4. a) market sector c) market segment
b) market potential d) market niche
5. a) international market c) domestic market
b) overseas market d) worldwide market
6. a) launch a product c) bring out a product
b) introduce a product d) exhibit a product
7. a) sluggish market c) stable market
b) flat market d) volatile market
8. a) point of sale c) end user
b) retail outlet d) sales network
9. a) special offer c) discount
b) free sample d) slogan
10. a) intermediary c) wholesaler
b) distributor d) exporter
P16 Reading
international marketing mix
price 价格
Marketing mix promotion 促销
product 产品
place分销渠道
This article is about the product
development strategies companies apply
to enter different international markets.
Company logo
Product
Marketing approach
Nissan
cars
reduced number of chassis
designs
Kellogg’s
凯乐格：美国第二大谷类早餐生
产商
breakfast cereal
Coca-Cola
soft drinks (Cola)
Citibank
花旗银行（美）
credit card
Citicbank:中信银行
China International Trust & Investment
Corporation 中国国际信托投资公司
Unilever
联合利华
soap
ignored research & introduced
cereal in France; changed
consumption patterns.
changes the flavor of its soft
drinks to conform to local
tastes.
launched it sequentially and
tailored the product features
for each country while
maintaining its premium
positioning.
has different ingredients,
positions it in the same way.
Unilever: 联合利华
Lux 力士
Hazeline 夏士莲
P&G: 宝洁 (Procter & Gamble company)
Rejoice 飘柔
Pantene 潘婷
Head & Shoulders 海飞丝
Clairol 伊卡璐
Vidal Sasson 沙宣
Summarizing: the product development
strategies companies apply:
Paragraph 4: Firms sometimes customize a
product to every market (e.g. Coca-Cola);
at other times they offer one standardized
product everywhere (e.g. Rolex); and
sometimes they compromise and settle in
the middle (e.g. Nissan).
E Discuss the following Qs.
1. How has new technology contributed to
the development of new products,
according to the article? L71
2. How do Japanese, US and German
companies differ in their approaches to
product development?
L96
F Choose the best definition of the words.
1. exorbitantly (line23)
a) much higher than usual
b) much lower than usual
c) the same as usual
2. Spectrum (line 52)
a) range
b) choice
c) potential
3. customize (line 55)
a) design specially
b) order specially
c) test specially
4. compromise (line 59)
a) choose a middle way
b) make a promise
c) achieve your aim
5. gauging (line 100)
a) assessing
b) guessing
c) predicting
Words & Sentences Analysis
1. In these days of increasing global
integration, the task many international
marketers face is not so much market
entry as managing the marketing mix in
different national markets.
global integration: 全球一体化
not so much…as…与其说是…不如说
是…
it’s not so much a hobby as a career.
2.
A ‘global’ car that does not have country-specific differentiating
features will fail.
一款不是根据具体国家所要求特色制造的‘全球性’汽车将(无疑)
失败。
specific: 明确的，具体的 I gave your ~ instructions.
特定的 (particular) the money was collected for a ~ purpose.
独特的 (peculiar) a belief that is ~ to this part of Africa.
differentiating ←differentiate ← different
adj.相区别的
verb 区别，区分
adj. 不同的
3.
Some companies, however, do develop the same
product for all markets regardless of existing local
preferences.
然而，有的公司不顾当地偏好的存在，（坚持）用同一
种产品去满足不同的市场。
regardless of: (prep) paying no attention to sth/sb;
treating sth/sb as not being important 不管，不顾，不
理会
he went ahead and did it, regardless of the
consequences.
preference: a greater interest in or desire for sb/sth than
sb/sth else 偏爱；爱好
many people expressed a strong ~ for the original plan.
4.
Thus there is a spectrum of new product development strategies.
Firms sometimes customize a product to every market; at other
times they offer one standardized product everywhere; and
sometimes they compromise and settle in the middle.
因此有一系列新产品开发的策略。公司有时为每个（不同的）市场
量身定做一个（不同的）产品；有时则是为所有市场提供一个标准
化了的产品；有时候他们选择处在中间位置（既不是为每个不同的
市场生产不同的产品，也不是只提供一个标准化的产品去适应所有
市场，而是生产一些不同的产品去适应所有的市场。）
spectrum: (range)光/声/波谱; 范围，系列，幅度
we should hear views from across the political spectrum. 我们要听
取各个政治派别的看法。
customize: (tailor)定制，定做，改制
5.
New product development that co-ordinates efforts
across national markets leads to better products and
services. Such opportunities are not normally available
to a company that operates only in one country or is
only just entering a new country.
需要跨国进行协调的新产品开发能够改善产品和服务。
这样的机会通常那些只在一个国家内部运营或是刚刚进
入一个新的国家的公司是得不到的。
co-ordinate: 使协调，使相配合
they appointed a new manager to ~ the work of the
team.为协调这个队的工作，他们任用了一位新经理。
be available to: 可获得/购得/找到的
tickets are ~ from tomorrow.
6. The advent of the Internet and Intranet has the
potential to accelerate the process of mining all
markets for relevant information and for
features that can be included in new products.
因特网和内联网的出现极具潜力，能加速（挖
掘市场所有相关信息，从而掌握能溶入新产品
中的特色）这一过程。
the advent of: 出现，到来，来临
has the potential to do sth: 具有…的潜力
mine: (verb) 开矿，采矿
P18 Language review
Noun compounds and noun phrases
a license to export
an export license
More examples:
data protection data-mining database
hyphen 连字符
Order:
Adverb
Adjective/-ing participle Noun/Gerund Head noun
Increasingly difficult
market
conditions
long-term
marketing
strategy
A Find noun phrases in the article on p16 which
have similar meanings to the phrases below.
1. things that make a product different for a
particular country (paragraph 2)
differentiating features
2. country-specific
general trends
in the way people buy and use
goods (p3)
consumption patterns
3. ways of developing a new product (p4)
new product development strategies
4. places where worldwide markets are
investigated (p6)
global research laboratories
5. places where software is produced (p6)
software development establishments
6. methods of investigating markets (p7)
market research methods
7. programs for developing goods (p7)
product development schedules
8. choices about price, product, promotion,
place (p8)
marketing mix decisions
9. a place where expensive goods are sold
(p9)
upmarket distribution outlet
10. a high price for something special or
unusual (p9)
premium price
C put the following into the correct order.
1.
impressive figures sales really
2.
really impressive sales figures
department
new
public
relations
new public relations department
3.
highly
research
market
ambitious
program
highly ambitious market research program
4.
overseas
expanding
operations
expanding overseas operations
5.
6.
rapidly
sheet
balance
improving
rapidly improving balance sheet
extremely rate
exchange volatile
extremely volatile exchange rate
7.
highly
marketing
report
confidential
highly confidential marketing report
8.
successful
incredibly
fair
trade
incredibly successful trade fair
Skills
Brainstorming
Brainstorming a way of making a group of
people think about sth at the same time, often in
order to solve a problem or to create good ideas.
集思广益
Discussing
Exercise A which tips below are good advice
and which ones you disagree with.
1.
2.
3.
4.
5.
6.
7.
8.
Explain the purpose of the meeting clearly
Ask each person to speak in turn, starting with the
most senior
Announce the time limit for the meeting
Avoid criticizing or judging ideas during the session
Encourage ideas, however unusual they may be
Don’t interrupt when people are offering suggestions
Make sure everyone keeps to the point
Don’t spend time on details
Listening
Listen to a brainstorming meeting between three
members of the Marketing Department at
Business Solutions Limited.
2.1 answer two Qs.
1. what is the purpose of the meeting?
to develop promotional ideas for the Business Solutions website
2. what types of promotion are mentioned by
participants?
advertising on TV and radio; on-line promotion; direct mailing;
press advertising in traditional newspapers, business magazines
and journals.
2.2 two more Qs
1. What other ideas for promoting the website are
mentioned by participants?
sending a mailing to the names of the contact base, containing a
brochure and / or a CD Room; an event, for example on a river
boat; billboard advertising
2. When is the next meeting? What information
will the participants get then?
next meeting in three weeks; information on the budget and the
cost of the different promotional activities.
Useful language box
Stating objectives
The purpose of the meeting this morning is ...
Encouraging contributions
Anything goes…
fire away: 开始说，开始问
Fire away! / would it be worth sponsoring
some kind of event? / what about that?
Making suggestions
I think we could send out glossary brochures…
Agreeing
Yes, that’s a good idea.
Excellent! / we should
definitely do some of
that. / absolutely / that
might be one way…
Expressing enthusiasm
That’s great!
Excellent! / we should definitely
do some of that. / absolutely
I think we’d reach a wide
audience… / what about press
advertising / would it be worth
sponsoring some kind of event?
/ it would be great to do a
presentation…
Role play
Choose one of the following situations and
hold a brainstorming meeting.
Situation 1: your company has developed a new
织物 fabric which is exceptionally strong, light and
布料 waterproof. Brainstorm ideas for new products
using the fabric.
Situation 2: your company will shortly be
receiving a visit from some important Chinese
business people who wish to set up a joint
venture with your firm. Brainstorm ideas for
suitable gifts for the three Chinese visitors.