Unit 2 Marketing

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Unit 2 Marketing

• Teaching Aims
• By the end of this lesson, students should be
  able to
• A. Know the promotion campaign.
• B. Understand the relation between demand and
  supply in the market.
• C. Master numerical expressions
• D. Grasp the words of phrases related to
  marketing.

2
Teaching Contents

• Reading ? Reading ?
• Key Words
• Phrases
• Useful Structures
• Grammar Numerical Expressions

3
Teaching Procedure

• Background Information
• Marketing
• 1. product planning
• 2. new product development
• 3. advertising and promotion
• 4. distribution
• 5. communication
• The role of marketing
• Market

4
Structure of Reading I

• Part I (Paragraph 1)
• Introduction Starting a market research before
  landing on a new market.
• Part II (Paragraph 2 -3)
• The way of promoting a new product
• 1) Taking part in a trade fair
• 2) Advertising a new product in magazines or
  newspapers
• Part III (Paragraph 4)
• The aim of promotion and factors that affect
  consumers purchasing
• 1) Deal with customers inquiries about the
  products
• 2) The importance of after-sales service

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Questions for Discussion

• 1. How do you usually get to know a new product
  or service?
• 2. Are you fond of buying promotional products?
  Why or why not?
• 3.What is marketing?

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• Pre-reading
• Brainstorming Work with your partner and
  list things customers may consider when they make
  a purchase.
• Reference
• brand, price, service, color, style,
  reliability, quality, package, performance,
  reputation, environment-friendliness

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Language Notes

• Paragraph 1
• Main idea Doing some market research before
  selling goods in a new market.
• 1. market potential the possibility that certain
  goods will be developed and sold successfully in
  the market.
• E.g. 1)The new service has huge market potential.
  
• 2)We try to help all our employees realize
  their full potential.
• ???????????????????????
• 3)potential customers

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• 2. feasible adj. possible or likely to be
  achieved
• E.g. I'm convinced that his plan is feasible.
• ????????????
• a feasible idea/plan/suggestion
• feasibility n. U
• E.g. Experts were divided on the feasibility of
  the project. 
• ????????????????
• a feasibility study

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• 3. see if
• 1) to see what / how / when/why etc.
• E.g. Well have to see how it goes.
• ???????????
• She went outside to see what was happening.
• I cant see why you dont like it.
• 2) see if / whether
• E.g. I'll see if he is free now. 
• Let me see whether therere seats
  available on that flight.

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• 4. in other words
• E.g. In other words, we will finance the trade.
• ????,???????????
• 5.viable adj. likely to be successful
• E.g. This plan wouldn't be viable in practice. 
• ????????????????
• a viable plan/proposal
• scientifically/politically/economically
  viable
• viability n. U
• E.g. The Japanese firm is assessing the
  viability of opening a plant in France.

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• Paragraph 2
• Main idea One way to assess the market is to
  take a stand at a trade fair.
• 6.assess verb. to judge sb/sth after looking
  carefully at all the information
• E.g. It is difficult to assess the impact of
  advertising on sales.
• ??????????????
• How does your manager assess whether or not
  youre doing a good job?
• ????????????????????

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• 7. stand noun C, usually sing.
• 1). a table that goods are sold from, especially
  in the street or at a market
• a hot dog/newspaper stand
• ??????/??
• 2). a table where things are displayed or
  advertised, for example at an exhibition
• an exhibition stand
• ????

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• 8. trade fair (trade show / trade exhibition)
  an event at which many different companies show
  and sell their products.
• E.g. The exhibitors at the trade fair pass out
  free samples to customers.
• ?????????????????????
• 9. exhibit
• 1). Verb. to show sth in a public place
• E.g. They will be exhibiting their new designs at
  the trade fairs this spring.
• 2). n. C exhibition an object or a
  collection of objects put in a public place for
  people to see
• E.g. Do not touch the exhibits.

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• 10. sample noun.
• E.g. They are giving away free samples of shampoo
  in supermarkets.
• ????????????????
• 11.prospective customer
• Prospective adj. usually before noun, expected
  to do sth or to become sth
• E.g. a prospective buyer/client
• 12.publicity noun U. the actions of attracting
  the attention of the public to sth/sb
• E.g. There will be a lot of advance publicity for
  the launch of this new project.
• ?????????,???????? ?

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• 13.representative
• 1).n. C a person who has been chosen to speak
  on behalf of a group
• E.g. Representatives of 31 countries attended
  the conference.
• 31????????????
• 2) sales representative
• E.g. Our representatives will demonstrate
  products.
• ???????????????

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• 14.hand out
• 1). hand sth down (to sb)
• E.g. We want to hand the business down to our
  children.
• 2).hand sth in (to sb)
• E.g. Please make sure all proposals are handed
  in by Friday.
• 3). hand sth out (to sb)
• E.g. Copies of the report will be handed out
  at the meeting.
• SYN distribute
• 4). hand sth over (to sb) hand over (to sb)
• E.g. She will hand over the day-to-day
  running of the division to Mr. Butler.

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• 15.brochure noun C
• a small magazine or book that contains pictures
  and information about sth or advertises sth
• E.g. See our brochure for more details.
• catalogue noun.
• a complete list of items that a company sells,
  often with pictures of the items and prices
• 16.press conference (AmE usually news
  conference) a meeting at which sb talks to a
  group of journalists in order to answer their
  questions or to make an official statement
• E.g. The company held a press conference to
  announce its shutdown.

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• 17.promote verb obj
• 1). to help sth to happen or develop
• E.g. policies to promote competition in the
  industry
• 2). to help sell a product, service, etc. or make
  it more popular by advertising it or offering it
  at a special price
• E.g. Promoting new products in the marketplace is
  expensive.
• The supermarket chain has been promoting
  aggressively.
• 3). obj (often be promoted) to move sb to a
  more senior job in an organization
• E.g. She worked hard and was soon promoted.
• He has been promoted to assistant manager of the
  department.

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• 18.model noun C
• 1). a particular design or type of product
• E.g. The latest models will be on display at the
  motor show.
• to design/develop/make/produce a model
• 2). a particular system or way of doing sth that
  can be copied by other people
• E.g. Their independent gas and electricity market
  has provided a model for many other countries.
• Flexibility is built into the heart of the
  Anglo-Saxon model of business.

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• 19.make up
• 1).make oneself/sb up put powder, lipstick, etc
  on the face, to make it more attractive or to
  prepare it for an appearance in the theatre, on
  television, etc
• E.g. She spent an hour making (herself) up before
  the party.
• ?????????????.
• 2).make sth up form, compose or constitute sth
  
• E.g. Society is made up of people of widely
  differing abilities.
• ?????????????.
• 3). invent sth, esp in order to deceive sb
• E.g. make up an excuse
• ????

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• 20.publicize verb obj
• to make sth known to the public to advertise
  sth
• We use a range of promotional products to
  publicize the brand.
• 21. for short
• Co is short for company.
• Samuel is called Sam for short.
• 22.campaign noun C
• SALES CAMPAIGN
• a series of planned activities to persuade people
  to buy or to do something
• We spent 15 million on an advertising campaign
  to raise awareness of the brand name.
• a marketing campaign aimed at younger shoppers
• The government will step up its campaign to
  persuade households to adopt digital television.

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• 23.be known as to be generally regarded as
• If the bill must be paid immediately, it is known
  as a Sight Bill.
• ????????????,?????????????
• be known for
• be well-known for
• be well known for
• He was known for his bravery.
• 24.launch verb
• 1). to start an activity, especially an organized
  one
• The business launched last year with 15
  employees.
• 2). to start selling a product or service for the
  first time to make sth available so that it can
  be bought and sold
• The manager decided to launch a sales drive.

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• 25.place/make an order
• Order C, U
• a request to make, supply or send goods
• I would like to place an order for ten copies of
  this book.
• The machine parts are still on order ( they have
  been ordered but have not yet been received).
• He placed a big order for computer games with the
  factory.
• 26.delivery noun (plural deliveries )U,C
• 1) ??????
• How many deliveries are there in your town every
  day?
• 2) ????
• We guarantee prompt delivery of goods.

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• 27.replacement noun
• 1). C a thing that replaces sth that is old,
  broken, not good enough, not available, etc
• If you are not happy with any item, return it for
  a replacement or refund.
• 2). C a person who replaces another person in
  an organization, for example by taking their job
• It wont be easy to find a replacement for
  Louisa.
• 3). U the act of replacing one thing with
  another, especially sth that is newer or better
• the replacement of old, inefficient electrical
  equipment
• Our PCs are due for replacement.

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• 28.spare parts noun C, usually pl.
• a new part that is bought and kept to replace an
  old or broken part of a machine, vehicle, etc
• The airline industry is a big market for our new
  engines, spare parts and maintenance.
• 29.component
• 1).noun C one of several parts of which sth is
  made
• the components of a machine
• car/computer/vehicle components
• an essential/ a key/ an important/ a vital
  component (of sth)
• 2).adjective only before noun
• to break sth down into its component parts

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• 30.fit verb, noun, adjective
• 1).verb obj (often be fitted) to put or fix
  sth somewhere
• E.g. The computer is fitted with a wireless
  modem.
• 2).noun. The way in which things or people match
  each other or are suitable for each other
• E.g. We need to work out the best fit between the
  staff needed and the people available.
• When recruiting staff we look for people with a
  good cultural fit with the organization.
• 3).adjective (fitter, fittest) healthy and
  strong
• E.g. Driving a van is the only work hes fit for.

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• 31.maintain verb obj.
• 1).to make sth continue at the same level,
  standard, etc
• E.g. We will maintain prices at their current
  level for another six months.
• ??????????????????
• We must maintain consumer confidence in our
  brand.
• ??????????????????
• 2). to keep a building, a machine, etc. in good
  condition by checking or repairing it regularly
• E.g. The equipment has been poorly maintained.
• ????????
• Maintenance noun U, the act of keeping sth in
  good condition by checking or repairing it
  regularly
• E.g. We are responsible for the cleaning and
  maintenance of the building.
• ????????????