Unit-2-International-Marketing市公開課一等獎(jiǎng)省賽課微課金獎(jiǎng)?wù)n件

Unit2InternationalMarketing國際營銷1/49Unit2InternationalMarketingOverviewVocabulary—marketingcollocationsReading—internationalmarketingmixLanguagereview—nouncompoundsandnounphrasesSkills—brainstorming2/49 Thelaststageoffittingtheproducttothemarketisfittingthemarkettotheproduct.

CliveJames,Australianwriterandbroadcaster3/49Staringup:Whatproductsdoyouknowthataremarketedinternationally?Discussthesequestions.(groupwork)Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket?Whatkindsproblemdocompaniesfacewhentheygointernational?Whatmethodscancompaniesusetoenteroverseasmarkets?4/49(C)Coca-Colahashadseveralsuccessfulslogans.Forexample,I’dliketobuytheworldaCoke;Can’tbeatthefeeling;Cokeaddslife.

Whatslogansforproductshaveimpressedyou?Explainwhy.(Eachgroupfinds3famousslogans)(D)Choosethreeproductsanddiscussideasforsloganswhichcouldbeusedthroughouttheworld.Maotai(eachgroup3slogans,brainstorming)5/49Vocabulary—marketingcollocations(A)Completethestatementswithsuitablemarketingexpressionsfromthebox.buyinghabits,economicsituation,governmentbureaucracy,incomedistribution,monetaryregulations,politicalstability6/49Becauseoftight_______________________________companyprofitscouldnotbetakenoutofthecountry.

Redtape(繁瑣手續(xù)）

andotherexamplesof_______________________hinderacompany’sentryintoamarket.Thecountryisattractivetoexportersbecauseithasenjoyed__________________forthelast50years.monetary/currencyregulationsgovernmentbureaucracypoliticalstability7/494.Thepurchasingbehaviourofconsumerscanbedescribedastheir______________.5.The______________________isimprovingleadingtoariseinemployment.6._____________________isatermusedbyeconomiststodescribehowwealthissharedinacountry.buyinghabitseconomicsituationIncomedistribution8/49（B）Discussthesequestions:(groupwork)Whataresomeofthemainbenefitsofpoliticalstability?Howwouldyoudescribethepresenteconomicsituationofourcountrycomparedto20yearsago?Wouldyouliketoseeamoreequalincomedistributioninourcountry?Explainwhyorwhynot.9/49(C)Lookatthewordsandphrasesbelow.Underlinetheoddoneout.a)growingmarketc)expandingmarketb)developingmarket

d)decliningmarket2.a)swampamarketc)floodamarketb)corneramarketd)saturateamarket3.a)opinionpollc)spotcheck（現(xiàn)場檢驗(yàn)）

b)focusgroupd)survey

4.a)marketsectorc)marketsegmentb)marketpotentiald)marketniche(環(huán)境）10/495.a)internationalmarketc)domesticmarketb)overseasmarketd)worldwidemarket6.a)launchaproductc)bringoutaproductb)introduceaproductd)exhibitaproduct7.a)sluggishmarketc)stablemarketb)flatmarketd)volatilemarket8.a)pointofsalec)enduserb)retailoutletd)salesnetwork11/499.a)specialofferc)discountb)freesampled)slogan10.a)intermediaryc)wholesalerb)distributord)exporter12/49Reading:InternationalmarketingmixThinkofsomeglobalbrands-forexampleinthecar,fastfoodorsoftdrinkindustries.Howaretheytailoredtomeetlocalneeds?(groupdiscussion)Whataretheadvantagesanddisadvantagesofadaptingaproducttodifferentoverseasmarkets?(groupdiscussion)Readthearticle.Thencompletethetablethatfollowsit.13/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sCoca-ColaCiti-bankUnilever14/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColaCiti-bankUnilever15/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankUnilever16/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnilever17/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoap18/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoap19/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardUnileverLifebuoysoap20/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoap21/49CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoapDifferentingredientsinIndiaandEastAfrica,butsamepositioning-inexpensive,everyday,antibacterial22/49(D)Whatothercompaniesdoesthearticlemention?Whatdoesitsayabouttheirmarketingapproaches?Rolex,WatchesSameapproacheverywhereforhighachievers,upmarketdistributionoutlets,premiumpriceLine74:miningallmarketsforrelevantinformationGatheringinformationfromdifferentmarketsLine86:Meldingproductideas:Combiningproductideas23/49（E）Discussthefollowingquestions:Howhasnewtechnologycontributedtothedevelopmentofnewproducts,accordingtothearticle?(pairwork)TheadventoftheInternetandIntranetshasthepotentialtoacceleratetheprocessofminingallmarketsforrelevantinformationandforfeaturesthatcanbeincludedinnewproducts.(line71)24/492.HowdoJapanese,USandGermancompaniesdifferintheirapproachestoproductdevelopment?(pairwork)Japanesecompaniestendtobelievemuchmoreingettingnewproductstomarketandthengauge(判斷）thereactiontothem.(line96)UScompaniestendtousemoreformalmarketresearchmethods.(line107)ForGermancompanies,productdevelopmentschedulestendtobemoreimportant.(line111)25/49(F)Choosethebestdefinitionofthewordsbelowexorbitantly(line23)muchhigherthanusualmuchlowerthanusualthesameasusual2.spectrum（line52)rangeb)choicec)potential3.customise(line55)designspeciallyorderspeciallytestspecially26/494.compromise(line59)chooseamiddlewaymakeapromiseachieveyouraim5.gauging(line100)assessingguessingpredicting27/49Reading:Unit2InternationalMarketingReadingFindingtherightinternationalmix.尋找適當(dāng)國際營銷組合28/49Languagereview:NouncompoundsandnounphrasesNouncompoundsarecommoninbusinessbecausetheyareshorterandmoreconvenientthannounphrases.Forexample:anexportlicenseratherthanalicensetoexportaconsumerprotectionlawratherthanalawfortheprotectionofconsumers29/492.Newcompoundsareformedallthetime.Therearenoabsoluterulesaboutspelling.Sometimestheyaretwowords(withorwithoutahyphen)andsometimes,whenwidelyestablished,theybecomeone.Forexample:Dataprotectiondata-miningdatabase30/493.Longernounphrasesarealsocommon.Theymayconsistofadverbs,adjectivesandcompoundnouns.Thefollowingpatternsaretypical.AdverbAdjective/-ingparticipleNoun/GerundHeadnounincreasinglydifficultlong-termexpandingmarketmarketingoverseasconditionsstrategysalesmarkedlydifferentchangingnewconsumptionproductdevelopmentresearchwayspatternsstrategiescentres31/49Findnounphrasesinthearticleonpage16whichhavesimilarmeaningstothephrasesbelow?thingsthatmakeaproductdifferentforaparticularcountry(para.2)generaltrendsinthewaypeoplebuyandusegoods(para.3)waysofdevelopinganewproduct(para4)country-specificdifferentiatingfeatures

(L16)changingconsumptionpatterns

(Line37)newproductdevelopmentstrategies

(Line53)32/494.placeswhereworldwidemarketsareinvestigated(para6)5.placeswheresoftwareisproduced(para.7)6.methodsofinvestigatingmarkets(para.7)7.programmesfordevelopinggoods(para.7)8.choicesaboutprice,product,promotion,place(para.8)globalresearchlaboratories(Line78)softwaredevelopmentestablishments(Line88)formalmarketresearchmethods(Line109)productdevelopmentschedules(Line111)marketingmixdecisions(Line127)33/499.aplacewhereexpensivegoodsaresold(para.9)10.ahighpriceforsomethingspecialorunusual(para.9)upmarket(高檔）distributionoutlet(Line150)premiumprice(Line152)(C)Thewordsineachofthenounphrasesbelowareinthewrongorder.Writethephraseinyourtableintheircorrectform(pairwork)1.ImpressivefiguressalesreallyReallyimpressivesalesfigures

adv.+adj+n.+n.34/492.DepartmentnewpublicrelationsNewpublicrelationsdepartment3.HighlyresearchmarketambitiousprogrammeHighlyambitiousmarketresearchprogramme4.OverseasexpandingoperationsExpandingoverseasoperations5.RapidlysheetbalanceimprovingRapidlyimprovingbalancesheet35/496.ExtremelyrateexchangevolatileExtremelyvolatileexchangerate7.HighlymarketingreportconfidentialHighlyconfidentialmarketingreport8.SuccessfulincrediblyfairtradeIncrediblysuccessfultradefair36/49Skills:Brainstorming(頭腦風(fēng)暴法）Brainstormingisausefulwayofgeneratingcreativeideasinmeetings.Decidewhichtipsbelowaregoodadviceandwhichonesyoudisagreewith.(pairwork)37/49Explainthepurposeofthemeetingclearly.Askeachpersontospeakinturn,startingwiththemostsenior.Announcethetimelimitforthemeeting.Avoidcriticisingorjudgingideasduringthesession.Encourageideas,howeverunusualtheymaybe.Don’tinterruptwhenpeopleareofferingsuggestions.Makesureeveryonekeepstothepoint.Don’tspendtimeondetails.38/492.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?2.Whattypesofpromotionarementionedbyparticipants?39/492.1ListentothefirstpartofanauthenticbrainstormingmeetingbetweenthethreemembersoftheMarketingDepartmentatBusinessSolutionsLimited.Thenanswerthesequestions.Whatisthepurposeofthemeeting?TodeveloppromotionalideasfortheBusinessSolutionswebsite.40/492.Whattypesofpromotionarementionedbyparticipants?Advertisingontelevisionandradio;on-linepromotion;directmailing;pressadvertisingintraditionalnewspapers,businessmagazinesandjournals.41/49(C)2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?2.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?42/49(C)2.2Nowlistentotherestofthemeetingandanswerthesequestions.Whatotherideasforpromotingthewebsitearementionedbyparticipants?Sendamailingtothenamesofthecontactbase,containingabrochureand/oraCDRom;anevent,forexampleonariverboat;billboardadvertising.43/492.Whenisthenextmeeting?Whatinformationwilltheparticipantsgetthen?Nextmeetinginthreeweeks;informationonthebudgetandthecostofthedifferentpromotiona