（十九） Marketing
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Teaching Objectives (教学目标):
After completing this lesson, students should be able to:
--comprehend basic vocabulary related to marketing;
--identify and understand basic elements of marketing;
--use communication skills to:
Ÿ develop marketing plans;
Ÿ describe marketing results;
Ÿ promote products;
Ÿ make marketing predictions. |
I. Discussion (课堂讨论): Work in pairs. Marketing is more than sales. Try to list and explain what marketing includes.
II. Sum-up (总结市场营销过程):
Four Ps in Marketing (市场营销的四个要素)
a. Product
l Product description
l Functionality, features & benefits
l Product adaptability
b. Place
l Functions
c. Price
l Price adjustment
d. Promotion
l Objectives
l The offer
l Classified advertisements
III. Listening practice: Listen and Imitate. (录音呈现和模仿操练)
Task 1: Listen to the managers talking about their responsibilities. Fill in the blanks and check your understanding of marketing procedure with their explanations. (answers and scripts omitted)
Task 2: Listen to the conversation and complete the flow chart covering the four steps for entering a new market.
Market Research
Find out whether there is any demand for your products, and whether there is any competition.
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Market Testing
Offer samples to selected customers to find out if they like it or not.
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Market Segmentation
Divide the whole market into smaller parts and determine in which part or segment you’re going to sell your products.
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Advertising
You need to consider your products, target customers and budget.
Words and expressions:
segmentation; target market; market research; billboard
IV. Follow-up Practice. (后续练习)
1. You are going to hear a speech from a Marketing Manager talking about marketing plans. Which of the following promotional methods does he mention in his speech?
Checklist
A. posters
B. extra gifts to customers
C. T-shirts with the name of new products
D. free delivery
E. outdoor billboards
F. lower prices for some products
G. discount
H. TV commercials
I. favourable return policy
Keys: A; C; D; F; G
2. Listen to a Sales Manager presenting the sales targets for four products. As you listen, match the graphs with the products: 001, 002, 003 and 004. (graphs omitted)
Keys: Graph 1: 004 Graph 2: 003 Graph 3: 001 Graph 4: 002
V. Play the video and make the role play. (视听呈现和角色扮演)
Video 1:
●New words and expressions: solar-powered; peak; decline; appeal; etc.
●Pre-viewing:
1. Work in pairs. Discuss the sales of a particular kind of product within a certain period by using the following expressions.
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upward trend rise steadily level off
increase gradually sudden fall dramatic increase reach a peak |
2. Read the following chart to have a rough idea of the video.
●Viewing:
1. Watch the video. How many points do they cover in the discussion? Identify them from the checklist below.
Checklist
Öpotential market
distribution
Öcompetition
Ösales-profit analysis
Öadvertising
product design
Ömarketing strategy
2. Watch the video again and complete the following chart. (chart and answers omitted)
●Post-viewing: Choose a product you are familiar with, and make a marketing plan for the product
Video 2:
●New words and expressions: timber; staff; canteen; etc.
●Pre-viewing:
1. Work in pairs. Discuss and list all the qualities that you think make a good salesperson.
2. Read the following chart to have a rough idea of the video.
●Viewing:
1. Watch the video. As you watch, note down the questions of the salesman and the answers from the manager.
2. Watch the video again. How does the microwave oven salesman sell his product to the furniture company? Try to figure out his reasoning and complete the following flow chart. (flow chart omitted)
Keys: 1) No. 2) How many staff members do you have? 3) Where do they eat at noon? 4) A limited selection of dishes. 5) Yes.
●Post-viewing: Work in pairs. You are a salesperson and your partner is a potential customer. Pick one of the following products, and try to sell the product to your partner.
Air travel Car Banking service
V. Assignment
Discussion: 1. What can you do if you are trying to get to know your customers? 2. Explain in detail the 4 Ps in marketing.
