Unit 5 Marketing Management

1
Unit 5 Marketing Management

• Field Work
• Reading A
• Reading B
• Simulated Writing
• Listening
• Speaking
• Presentation

2
Field Work

• Search the library or the Internet for
  information about marketing management.
• Make a list of questions and use them to
  interview entrepreneurs about marketing
  management.
• Write a report about what you have found and
  prepare for an in-class presentation.

3
Reading A

• Pre-reading Activities
• In-reading Activities
• Possible Language Difficulties
• Post-reading Activities
• Consolidating Exercises

4
Pre-reading Activities

• Brainstorm a list of topic-related words

promotion, sales, profits
supermarket, mall, cost...
5
In-reading Activities

• Individual work finding out the difficulties
• Pair work reviewing the expressions
• Group work getting the ideas

6
Post-reading Activities
direct marketing ????
retail sales ??????
electronic shopping ????
traffic congestion ????
telemarketing ????
chain stores ??
toll-free phone ????
information superhighway ????
at-home shopping ???
electronic commerce ????
charitable institutions ???
credit card ????
7
Consolidating Exercises
Reading A

• Individual work dictation
• Match work

8
Difficult points in Reading A

• - Sales through catalog/direct mail are estimated
  at over 252 billion annually.
• estimate vt. to form an opinion about
  evaluate
• e.g. While an author is yet living we estimate
  his powers by his worst performance.
• - Market demassification has resulted in the
  ever-increasing number of market niches with
  distinct preferences..
• result in have a specified effect or
  consequence
• e.g. Our efforts resulted in success/failure.
• - ..., a shortage of retail sales help, and
  queues at checkout counters all encourage at-home
  shopping.
• queue vi. to get in line
• e.g. queue up at the box office.

9

• - Finally, the growth of affordable computer
  power and customer databases has enabled direct
  marketers to single out the best prospects for
  any product.
• single out select sb./sth. form others
• e.g. Which would you single out as the best?
• - Electronic markets are sponsored information
  utilities that...
• sponsor vt. to act as a sponsor for
• e.g. an athlete sponsored by a bank

10
Reading B

• Individual work finding out the difficulties
• Pair work reviewing the expressions
• Group work getting the ideas

11
Simulated Writing

• Pair work identifying the elements of a bill of
  exchange
• Individual work translating the bills of
  exchange into Chinese
• Group work writing a bill of exchange

12
Listening

• Individual work listening to the sample dialogue
  
• Pair work translating expressions and patterns

13
Speaking

• Individual work practicing sentence patterns
• Pair work role-playing the sample dialogues
• Pair work role-playing

14
Presentation
Group No. Topic Conclusion comment