1 Approaching WorkplaceWorkplace CommunicationMini Text TextGrammar ReviewApplied WritingSyndicate Activities2 Task 1Work in pairs.Talk about what the following products are.Approaching WorkplaceBackelectric unicyclebicycle lamp toastermotorcycle car3 Now discuss the questions below and then report to your class.1.Whataretheaboveproductsusedfor?Task 2Electric unicycle is the smallest,greenest,most convenient“People Mover”.It is compact and fun to ride.A bicycle lamp is for lighting the roadway,and it is very helpful to the rider who rides at night.A toaster is designed to toast different types of delicious bread.A motorcycle car is a kind of fashionable car to ride.Back4 2.Whatpricecanyouguess?Doyouthinkitsreasonableortoohighforyou?3.Wherecanyoubuytheseproducts?Task 2Electric unicycle:about￥3000 Bicycle lamp:about￥100 Toaster(多士烤機):about￥500 Motorcycle car:from￥80,000BackElectric unicycle:sports shops,motorcycle shops Bicycle lamp:bicycle shops,sports shops Toaster:supermarkets,house aware shops,electric appliance shopsMotorcycle car:motorcycle shops5 4.Whatdoesthepictureinthecentertellus?5.Howdoesamanufacturercommunicateanewproducttoconsumers?Task 2If the price of a product is too high,there are fewer people to buy it.If the price is too low,there are too many people to buy it.BackThey inform consumers by advertising.6 Workplace CommunicationBack7 You will hear five statements.Listen to them carefully and match each statement with the corresponding picture.Statements12345Picturesed cbaBack8 Listen to the statements again and decide whether these sentences are“Right”or“Wrong”.If there is not enough information to choose“Right”or“Wrong”,choose“Not mentioned”.1.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.a.Right.b.Wrong.c.Notmentioned.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.a.Right.b.Wrong.c.Notmentioned.Back9 3.Siemensrunsapromotiononitswashingmachineoffering30cashback.a.Right.b.Wrong.c.Notmentioned.4.Adidassellsitssportswearproductsinspecialistshops.a.Right.b.Wrong.c.Notmentioned.5.Coca-Colalaunchesalotofnewproductstoboostitssales.a.Right.b.Wrong.c.Notmentioned.Scripts Back10 Use the Right WordHere are two groups of words frequently used in marketing.In each group,delete one word which does not go with the one in the circle.a promotionmakehavethebossputa productpricesellmarketadvertiseBackpromotejoin11 Listening InSituation:JaneandPeterarestaffintheMarketingDepartmentofasportsdrinkscompany.Theyaretalkingaboutmarketingstrategiesforanewproduct.Listen to the model dialogue and fill in the blanks with what you hear.Back13 Model DialogueJane:Peter,whoarethe_ofournewproducts?Peter:EmIthinkathletesandthosewhoregularlydosportsareour_.Jane:Thatsright.So,what_canweusetolaunchthenewproducts?Peter:Goodquestion!Imconsideringmaking_,sponsoringsomesportseventsandoffering_insomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!Listening Inpotential customerstarget customersmarketing toolssome TV commercialsBacksome free samples14 Listen to the model dialogue again and check your answers.Then practice the dialogue and try to role-play it with your partner.When you role-play it,you are expected to use the Mind Map below,but do NOT look at the model dialogue.Speaking OutScripts Back15 Back16 Listen to the dialogue and fill in the missing information on the following Mind Map.Situation:AnnaandBillarefromtheMarketingDepartmentinMideaCompany.Theyaretalkingaboutthepromotionoftheirnewair-conditioners.Listening InBack18 in-store promotionsLabor Dayfeatures of the productpricesTV commercialsBack19 Listen to the dialogue again and check your answers.Then role-play it with your partner by using the above Mind Map.Speaking OutBackScripts 20 Task 1Read the following Mini Text and find the word or expression that matches the context meaning given.a)_:aplaceorapositionofsomethingb)_:only,justc)_:abletobeobtained,taken,orusedd)_:done,occurring,ormadeonlyoncee)_:tomakeareservationf)_:toliftsomethingfromalowertoahigherpositionlocationexclusivelyavailable one-offbookraiseMini TextBack22 BackNoteWord TipsItsthetimeofyearwhenweraiseaglasstoourfamilyandtoourfriends.Toourpastsandtoourfutures.Itsthetimeofyearwhenweraiseaglasstoourdreamsandtoourhopes.Inshort,itsthetimeofyearwhentheresalotofpressureonaglass.Background Information23 Back24 Work with your partner and answer the following questions according to the Mini Text.Task 2Pair Work1.Whatdoesthefirstpictureadvertise?2.Whoisthemanufactureroftheproductinthefirstadvertisement?It advertises glasses.Crate&Barrel.Back31 Pair Work3.Whatisthesecondadvertisementfor?4.HowmuchdoesitcosttorentacarperdayfromLondonBridgeaccordingtothesecondadvertisement?5.Howcancustomersbooktheserviceinthesecondadvertisement?It is for renting cars.It costs19.Customers can book it through the website:easyR.Back32 Reading TextReady to Go!Comprehension Task 1Task 2TranslationTask 1Task 2Vocabulary Task 1Task 2TextBack33 Ready to go!Marketing and Marketing MixI.Definition of Marketing:Puttingtherightproductintheright_,attheright_,attheright_.II.Marketing Mix:Skim the Text for the key points and fill in the outline with necessary information.Reading TextBack4PsProduct_placepricetimePricePlacePromotion34 Ready to go!ProcessesPhysical layoutReading TextBack4PsPeople_III.Other Marketing Mix Models:7Ps+Customer_4CsCommunicationCostConvenience35 Marketing and Marketing MixWhatismarketing?Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis:Putting the right product in the right place,at the right price,at the right time.Itssimple!Youjustneedtocreateaproductthataparticularlygroupofpeoplewant,putitonsalesomeplacethatthosesamepeoplevisitregularly,andpriceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit;anddoallthatatatimetheywanttobuy.Thenyouvegotitmade!1212Back36 Theresalotoftruthinthisidea.Butifyougetjustoneelementwrong,itcanspelldisaster.Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;orpublishingatextbookafterthestartofthenewschoolyear,orsellinganitematapricethatstoohighortoolowtoattractthepeopleyouretargeting.Themarketingmixisagoodplacetostartwhenyouarethinkingthroughyourplansforaproductorservice,andithelpsyouavoidthesekindsofmistakes.Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.The4Psare:Product(orService)PricePlacePromotion3434Back5637 Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Herearesomequestionsthatwillhelpyouunderstandanddefineeachofthefourelements:ProductWhatdoesthecustomerwantfromtheproductorservice?Whatneedsdoesitsatisfy?Whatfeaturesdoesithavetomeettheseneeds?Howandwherewillthecustomeruseit?PriceWhatisthevalueoftheproductorservicetothebuyer?Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit?Howwillyourpricecomparewithyourcompetitors?5Back7838 PlaceWheredobuyerslookforyourproductorservice?Iftheylookinastore,whatkind?Inaspecialiststoreorinasupermarket,orboth?Howcanyouaccesstherightdistributionchannels?PromotionWhereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?Willyoureachyouraudiencebyadvertisinginthepress,oronTV,orradio,oronbillboards?Byusingdirectmarketingmailshots?Throughpublicrelations?OntheInternet?Back939 The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.AmongsttheothermarketingmixmodelsthathavebeendevelopedovertheyearsisBoomandBitners7Ps(sometimescalledtheextendedmarketingmix,whichincludethefirst4Ps,pluspeople,processesandphysicallayout)andRobertLauterborns4Cs(Customer,Cost,ConvenienceandCommunication).Back61040 Task 11.Whatisthedefinitionofmarketing?2.Howmanymarketingmixmodelsaregiveninthetext?Whatarethey?ComprehensionWork in pairs and answer the following questions about the Text.It is putting the right product in the right place,at the right price,at the right time.Three marketing mix models are given.They are the 4Ps,the 7Ps and the 4Cs.Back63 Task 13.Whatelementsdoesthe4-Pmarketingmixinclude?4.Whatarethe7Ps?5.Whatisincludedinthe4Cs?ComprehensionThe 4-P marketing mix includes product,price,place and promotion.The 7Ps are product,price,place,promotion,people,processes and physical layout.BackCustomer,cost,convenience and communication are included in the 4Cs.64 Task 21.Generally,marketingincludescreatingaproductand_municatingtheproducttoconsumersd.alloftheaboveComprehensionChoose the best answer to the following questions.Back65 2.WhichofthefollowingexampleswillNOTleadtodisasterinmarketing?a.Promotingacarwithfuel-economyinacountrywherefuelisverycheap.b.Promotingpicturebooksatprimaryschools.c.Publishingatextbookafterthestartofthenewschoolyear.d.Sellingaproductatapricethatstoohighforthepeopleyouretargeting.3._isthefirstelementoneneedstoconsiderinmarketing.a.Productb.Pricec.Placed.Promotion4.Whatdoes“meet”meanin“Whatfeaturesdoesithavetomeettheseneeds”?a.See.b.Join.c.Pay.d.Satisfy.BackTask 266 5.WhichofthefollowingwaysofproductpromotionisNOTmentionedinthetext?a.Contactingpossiblecustomersbytelephone.b.Advertisingitonbillboards.c.Usingdirectmarketingmailshots.d.Advertisingitonradio.6.Whichofthefollowingtheoriesappearedfirst?a.The4Ps.b.The7Ps.c.The4Cs.d.Noneoftheabove.BackTask 267 Identifying Marketing ActivitiesSyndicate ActivitiesBackConducting Marketing ActivitiesAction One Workingroups.DiscussthefollowingmarketingactivitiesandtellwhichP(product,price,place,promotion)isinvolvedineachactivity,andthenputitintheformbelow.Thefirstonewasdoneforyou.68 (1)Jamesdecidedtoselltheancientvasebyauction(拍賣).(2)Hondamadealotofinnovationsandcreatedanewcar.(3)Nikeopensmanyspecialty stores(專賣店)inChina.(4)Thistravelagencyprovidesmanytraveling routes(旅游線路)homeandabroad.(5)Thecompanyislaunchinganadvertisingcampaignontheirnewproducts.(6)Allthebusinessestakeproductcostsintoconsideration.(7)Eachoftheproductsinthisshopissoldat$20.(8)Jennyregisteredanonlineshoptosellherproducts.(9)Inordertoattractcustomers