新境界職業英語綜合教程2精華版unit1ApproachingWorkplaceWorkplaceCommunicationMiniTextTextGrammarReviewAppliedWritingSyndicateActivities新境界職業英語綜合教程2精華版unit1Task1Workinpairs.Talkaboutwhatthefollowingproductsare.ApproachingWorkplaceBackelectricunicyclebicyclelamptoastermotorcyclecar新境界職業英語綜合教程2精華版unit1Nowdiscussthequestionsbelowandthenreporttoyourclass.1.Whataretheaboveproductsusedfor?Task2Electricunicycleisthesmallest,greenest,mostconvenient“PeopleMover”.Itiscompactandfuntoride.Abicyclelampisforlightingtheroadway,anditisveryhelpfultotheriderwhoridesatnight.Atoasterisdesignedtotoastdifferenttypesofdeliciousbread.Amotorcyclecarisakindoffashionablecartoride.Back新境界職業英語綜合教程2精華版unit12.Whatpricecanyouguess?Doyouthinkit’sreasonableortoohighforyou?3.Wherecanyoubuytheseproducts?Task2Electricunicycle:about￥3000Bicyclelamp:about￥100Toaster(多士烤機):

about￥500Motorcyclecar:from￥80,000BackElectricunicycle:sportsshops,motorcycleshopsBicyclelamp:bicycleshops,sportsshopsToaster:supermarkets,houseawareshops,electricapplianceshopsMotorcyclecar:motorcycleshops新境界職業英語綜合教程2精華版unit14.Whatdoesthepictureinthecentertellus?5.Howdoesamanufacturercommunicateanewproducttoconsumers?Task2Ifthepriceofaproductistoohigh,therearefewerpeopletobuyit.Ifthepriceistoolow,therearetoomanypeopletobuyit.BackTheyinformconsumersbyadvertising.新境界職業英語綜合教程2精華版unit1WorkplaceCommunicationBack新境界職業英語綜合教程2精華版unit1Youwillhearfivestatements.Listentothemcarefullyandmatcheachstatementwiththecorrespondingpicture.Statements12345PicturesedcbaBack新境界職業英語綜合教程2精華版unit1Listentothestatementsagainanddecidewhetherthesesentencesare“Right”or“Wrong”.Ifthereisnotenoughinformationtochoose“Right”or“Wrong”,choose“Notmentioned”.1.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.a.Right.b.Wrong.c.Notmentioned.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.a.Right.b.Wrong.c.Notmentioned.Back新境界職業英語綜合教程2精華版unit13.Siemensrunsapromotiononitswashingmachineoffering￡30cashback.a.Right.b.Wrong.c.Notmentioned.4.Adidassellsitssportswearproductsinspecialistshops.a.Right.b.Wrong.c.Notmentioned.5.Coca-Colalaunchesalotofnewproductstoboostitssales.a.Right.b.Wrong.c.Notmentioned.ScriptsBack新境界職業英語綜合教程2精華版unit1UsetheRightWordHerearetwogroupsofwordsfrequentlyusedinmarketing.Ineachgroup,deleteonewordwhichdoesnotgowiththeoneinthecircle.apromotionmakehavethebossputaproductpricesellmarketadvertiseBackpromotejoin新境界職業英語綜合教程2精華版unit11.Volkswagencreatedanewmodelofhybridcarthatcanuseeitherpetrolorelectricity.2.AlfaRomeoCompanypricesitsnewsportsbicycleat$2900.3.Siemensrunsapromotiononitswashingmachineoffering￡30cashback.4.Nikesellsitssportswearproductsinspecialistshops.5.Pepsilaunchesalotofadvertisingcampaignstoboostitssales.ScriptsBackWorkplaceCommunication新境界職業英語綜合教程2精華版unit1ListeningInSituation:JaneandPeterarestaffintheMarketingDepartmentofasportsdrinkscompany.Theyaretalkingaboutmarketingstrategiesforanewproduct.Listentothemodeldialogueandfillintheblankswithwhatyouhear.Back新境界職業英語綜合教程2精華版unit1ModelDialogueJane:Peter,whoarethe___________________ofournewproducts?Peter:Em…Ithinkathletesandthosewhoregularlydosportsareour____________________.Jane:That’sright.So,what_________________canweusetolaunchthenewproducts?Peter:Goodquestion!I’mconsideringmaking___________________,sponsoringsomesportseventsandoffering________________insomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!ListeningInpotentialcustomerstargetcustomersmarketingtoolssomeTVcommercialsBacksomefreesamples新境界職業英語綜合教程2精華版unit1Listentothemodeldialogueagainandcheckyouranswers.Thenpracticethedialogueandtrytorole-playitwithyourpartner.Whenyourole-playit,youareexpectedtousetheMindMapbelow,butdoNOTlookatthemodeldialogue.SpeakingOutScriptsBack新境界職業英語綜合教程2精華版unit1Back新境界職業英語綜合教程2精華版unit1Jane:Peter,whoarethepotentialcustomersofournewproducts?Peter:Em…Ithinkathletesandthosewhoregularlydosportsareourtargetcustomers.Jane:That’sright.So,whatmarketingtoolscanweusetolaunchthenewproducts?Peter:Goodquestion!I’mconsideringmakingsomeTVcommercials,sponsoringsomesportseventsandofferingsomefreesamplesinsomebigstores.Jane:Goodidea!Well,wherearewegoingtosellourproducts?Peter:Ithinkourmainsaleschannelswillbestores,supermarketsandhypermarkets.Jane:Soundsgreat!ScriptsBack新境界職業英語綜合教程2精華版unit1ListentothedialogueandfillinthemissinginformationonthefollowingMindMap.Situation:AnnaandBillarefromtheMarketingDepartmentinMideaCompany.Theyaretalkingaboutthepromotionoftheirnewair-conditioners.ListeningInBack新境界職業英語綜合教程2精華版unit1in-storepromotionsLaborDayfeaturesoftheproductpricesTVcommercialsBack新境界職業英語綜合教程2精華版unit1Listentothedialogueagainandcheckyouranswers.Thenrole-playitwithyourpartnerbyusingtheaboveMindMap.SpeakingOutBackScripts新境界職業英語綜合教程2精華版unit1Anna:Hi,Bill!Asforournewair-conditioners,whatshouldweputinthecatalogue?Bill:Letmesee…thepicturesandfeaturesoftheproduct,ofcourse.Andwarrantyandpricesarealsonecessary.Anna:Ok.Well,whatdoweneedtodoforthispromotion?Bill:Em…Forthispromotion,IthinkTVcommercialsandin-storepromotionswillhelp.Anna:Yeah,Iagreewithyou.So,whendoyouthinkisthebesttimeforourpromotion?Bill:IthinkLaborDayandNationalDayareagoodtime.Anna:Soundsgood.ScriptsBack新境界職業英語綜合教程2精華版unit1Task1ReadthefollowingMiniTextandfindthewordorexpressionthatmatchesthecontextmeaninggiven.a)_____________:aplaceorapositionofsomething b)_____________:only,just c)_____________:abletobeobtained,taken,orusedd)_____________:done,occurring,ormadeonlyonce e)_____________:tomakeareservationf)_____________:toliftsomethingfromalowertoahigherpositionlocationexclusivelyavailableone-offbook raiseMiniTextBack新境界職業英語綜合教程2精華版unit1BackNoteWordTipsIt’sthetimeofyearwhenweraiseaglasstoourfamilyandtoourfriends.Toourpastsandtoourfutures.It’sthetimeofyearwhenweraiseaglasstoourdreamsandtoourhopes.Inshort,it’sthetimeofyearwhenthere’salotofpressureonaglass.BackgroundInformation新境界職業英語綜合教程2精華版unit1Back新境界職業英語綜合教程2精華版unit1raisev.舉起 availableadj.能得到的locationn.位置 one-offadj.一次性的bookv.預訂 exclusivelyadv.僅僅BackWordTipsCrate&Barrel:a170+storechainofAmericanretailstores,basedinNorthbrook,Illinois,specializinginhousewares,furnitureandhomeaccessories擁有170多家分店的美國零售連鎖店，專營家居用品Note新境界職業英語綜合教程2精華版unit1TranslationofMiniText一年中有這樣一個時刻：在這個時刻,我們向家人和朋友們舉杯；我們向過去與未來舉杯；我們向夢想與希望舉杯?？傊?，我們把所有的重托都寄予這只杯。Back新境界職業英語綜合教程2精華版unit1Back梅賽德斯.奔馳汽車目前已開通以下地區的租賃服務日租價：●從尼斯出發9英鎊/天●從西班牙馬拉加出發12英鎊/天

●從巴塞羅那出發12英鎊/天●從倫敦塔橋出發14英鎊/天●從格拉斯高出發9英鎊/天另加一次性5英鎊的準備費即將開通更多的租車點！現在就上網預訂吧！easyRentacar.com新境界職業英語綜合教程2精華版unit11.Crate&Barrel(foundedin1962)isa170+storechainofAmericanretailstores,basedinNorthbrook,Illinois,specializinginhousewares,furniture(indoorandout),andhomeaccessories.ItscorporatenameisEuromarketDesigns,Inc.anditismajority-ownedbyOttoGmbH.Crate&Barrelhastwosisterstores.CB2isahomefurnishingsdivisiongearedtowardyoungadultscreatedin2000.TheLandofNodsellshomefurnishingsandgiftsforchildren.Formoreinformation,Tcanloginthewebsite:.BackgroundInformation(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1Back2.easyC,thelowcost,onlinecarhirespecialist,isoneoftheleadinginternationalcarrentalbrokerswithaworldwidenetworkofmorethan3,500carhirelocationsinover60countries.easyCaroffersawiderangeofvehiclesforyourcarhirefromsuper-miniandcompactcarstoMPV’sandluxurycarsatgreatvalueformoney.Formoreinformation,Tcanloginthewebsite:.BackgroundInformation(Tobecontinued)新境界職業英語綜合教程2精華版unit13.Nice(尼斯)isacityinFrance;

Malaga(馬拉加)isacityinSpain;

Barcelona(巴塞羅那)isacityinSpain;

LondonBridge(倫敦橋)isabridgeovertheRiverThames,connectingtheCityofLondonandSouthwark,incentralLondon;

Glasgo(格拉斯哥)isacityinGreatBritain.BackgroundInformationBack(Theend)新境界職業英語綜合教程2精華版unit1WorkwithyourpartnerandanswerthefollowingquestionsaccordingtotheMiniText.Task2PairWork1.Whatdoesthefirstpictureadvertise?2.Whoisthemanufactureroftheproductinthefirstadvertisement?Itadvertisesglasses.Crate&Barrel.Back新境界職業英語綜合教程2精華版unit1PairWork3.Whatisthesecondadvertisementfor?4.HowmuchdoesitcosttorentacarperdayfromLondonBridgeaccordingtothesecondadvertisement?5.Howcancustomersbooktheserviceinthesecondadvertisement?Itisforrentingcars.Itcosts￡19.Customerscanbookitthroughthewebsite:easyR.Back新境界職業英語綜合教程2精華版unit1ReadingTextReadytoGo!ComprehensionTask1Task2TranslationTask1Task2VocabularyTask1Task2TextBack新境界職業英語綜合教程2精華版unit1Readytogo!MarketingandMarketingMixI.DefinitionofMarketing:Puttingtherightproductintheright______,attheright_______,attheright______.①II.MarketingMix:SkimtheTextforthekeypointsandfillintheoutlinewithnecessaryinformation.ReadingTextBack4PsProduct__________________________________________②placepricetimePricePlacePromotion新境界職業英語綜合教程2精華版unit1Readytogo!ProcessesPhysicallayoutReadingTextBack4PsPeople____________________________③III.OtherMarketingMixModels:7Ps+Customer__________________________________________④4CsCommunicationCostConvenience新境界職業英語綜合教程2精華版unit1

MarketingandMarketingMixWhatismarketing?Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis:

Puttingtherightproductintherightplace,attherightprice,attherighttime.It’ssimple!Youjustneedtocreateaproductthataparticularlygroupofpeoplewant,putitonsalesomeplacethatthosesamepeoplevisitregularly,andpriceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit;anddoallthatatatimetheywanttobuy.Thenyou’vegotitmade!1212Back新境界職業英語綜合教程2精華版unit1

There’salotoftruthinthisidea.Butifyougetjustoneelementwrong,itcanspelldisaster.

Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;orpublishingatextbookafterthestartofthenewschoolyear,orsellinganitematapricethat’stoohighortoolowtoattractthepeopleyou’retargeting.Themarketingmixisagoodplacetostartwhenyouarethinkingthroughyourplansforaproductorservice,andithelpsyouavoidthesekindsofmistakes.Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.The4Psare:?Product(orService)?Price?Place?Promotion3434Back56新境界職業英語綜合教程2精華版unit1

Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Herearesomequestionsthatwillhelpyouunderstandanddefineeachofthefourelements:Product?Whatdoesthecustomerwantfromtheproductorservice?Whatneedsdoesitsatisfy??Whatfeaturesdoesithavetomeettheseneeds??Howandwherewillthecustomeruseit?Price?Whatisthevalueoftheproductorservicetothebuyer??Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit??Howwillyourpricecomparewithyourcompetitors’?5Back78新境界職業英語綜合教程2精華版unit1

Place?Wheredobuyerslookforyourproductorservice??Iftheylookinastore,whatkind?Inaspecialiststoreorinasupermarket,orboth??Howcanyouaccesstherightdistributionchannels?Promotion?Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket??Willyoureachyouraudiencebyadvertisinginthepress,oronTV,orradio,oronbillboards?Byusingdirectmarketingmailshots?Throughpublicrelations?OntheInternet?Back9新境界職業英語綜合教程2精華版unit1

The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.AmongsttheothermarketingmixmodelsthathavebeendevelopedovertheyearsisBoomandBitner’s7Ps(sometimescalledtheextendedmarketingmix,whichincludethefirst4Ps,pluspeople,processesandphysicallayout)andRobertLauterborn’s4Cs(Customer,Cost,ConvenienceandCommunication).Back610新境界職業英語綜合教程2精華版unit1LanguagePoints1.(Para.1)Thedefinitionthatmanymarketerslearnastheystartoutintheindustryis…Paraphrase:Whenmanymarketersbegintoworkintheindustryofmarketing,theyunderstandthedefinitionofmarketingis…marketer:someonewhosejobinvolvesencouragingpeopletobuyaparticularcompany’sproducts,bydecidingtheprice,typeofcustomer,andadvertisingpolicy市場營銷人員；營銷商e.g.Mikeisaglobalmanufacturerandmarketerofdifferentiatedchemicals.邁克是精細化學品的全球制造商及營銷商。Back(Tobecontinued)新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“thatmanymarketers…theindustry”isanattributiveclause,modifyingtheantecedent“definition”.e.g.TheshirtthatPeterboughtyesterdayafternoonisveryexpensive.皮特昨天買的那件襯衫很貴。Translation:許多市場營銷人員剛進入該行業熟知的定義就是…Back(Theend)新境界職業英語綜合教程2精華版unit1LanguagePoints2.(Para.2)…priceitatalevelwhichmatchesthevaluetheyfeeltheygetoutofit…Paraphrase:(youneedto)setthepriceofaproductatalevelwherethecustomersfeeltheproductisgoodforvalue.price:v.todeterminethepriceofsth.定價，標價e.g.Theassistantpricedthegarmentsbeforeputtingthemondisplay.營業員先給服裝標好價格再擺出來賣。(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“whichmatchesthevalue”isanattributiveclause,modifyingtheantecedent“level”;and“theyfeeltheygetoutofit”isalsoanattributiveclause,modifyingtheantecedent“value”.Translation:…把這個產品價格定位在消費者認為他們能夠從中獲得相匹配的價值水平…(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints3.(Para.3)Butifyougetjustoneelementwrong,itcanspelldisaster.Paraphrase:Butifyoumakeamistakeforanyofthefourelementsofthe4Ps,itcanbringaboutdisaster.spell:toexpectesp.disaster,dangerortrouble帶來（尤指災難，危險等）e.g.Ifyourprospectcustomersloseinterestinyournewproduct,itmayspelldisastertoyourfirm.如果你的潛在客戶對你新產品失去了興趣，那么這可能會給你的企業帶來災難。(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“ifyou…wrong”isanadverbialclauseofcondition.e.g.Ifitisfinetomorrow,we’llgotohaveapicnic.如果明天天氣好，我們會去野炊。Translation:然而，即使你只是把其中一個因素弄錯了，那也會帶來災難。(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints4.(Para.3)Youcouldbeleftpromotingacarwithamazingfuel-economyinacountrywherefuelisverycheap;Paraphrase:Youwouldbeputinanawkwardsituationinwhichyoupromoteafuel-savingcarinacountrywherefuelisverycheap.beleftdoingsth.:beputinabadsituationofdoingsth.陷入做某事的尷尬境地fuel-economy:fuel-saving節省燃料(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“wherefuelisverycheap”isanattributiveclause,modifying“country”.e.g.ThisisthecinemawhereImethimforthefirsttime.這就是我初次遇見他的電影院。Translation:你可能被置于這樣的境地：在一個燃料很便宜的國家推銷一種能驚人地節約燃料的汽車；(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints5.(Para.3)…orsellinganitematapricethat’stoohighortoolowtoattractthepeopleyou’retargeting.Paraphrase:…orsellingaproductatatoohighortoolowpricesothatitcannotattractyourtargetcustomers.target:totrytohaveaneffectonaparticulargroupofpeopleoraparticulararea把…作為目標e.g.Theircampaignsspecificallytargetyoungpeople.他們的競選活動主要針對年輕人。(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“too…to…”isacommonusageofinfinitive“to”.Itsoften-usedconstructionis“too+adj./adv.+todo”.e.g.Lisawastootiredtoconcentrateonthistask.麗莎太疲憊了以至于沒法集中精力來做這項工作。Translation:…或者是以一種過高或過低的價格銷售產品，以至于無法吸引目標顧客。(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints6.(Para.4)Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.Paraphrase:Themarketingmixandthe4Psofmarketingareoftenconsideredtobethesamething.synonym:awordwiththesamemeaningasanotherwordinthesamelanguage同義詞，近義詞e.g.Don’tmixupthispairofsynonyms.別把這組近義詞混淆了。Translation:市場營銷組合和4Ps常常被看作是同義詞。(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints7.(Para.5)Agoodwaytounderstandthe4Psisbythequestionsthatyouneedtoasktodefineyourmarketingmix.Paraphrase:Agoodmethodtounderstandthe4Psisbyaskingquestionsthathelpexplainthemarketingmix.define:todescribeclearlyandexactlywhatsomethingis準確描述；給…下定義e.g.Definingtheword“love”canbeverydifficult.很難給“愛情”一詞下定義。(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“thatyouneedtoasktodefineyourmarketingmix”isanattributiveclause,modifyingtheantecedent“questions”.Translation:理解4P的一種好方法就是通過提問來定義市場營銷組合。(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints8.(Para.5)Whatisthepricepointwherethebuyercanaffordtheproductandyourcompanycangainproperprofitfromsellingit?Paraphrase:Whatistherightpriceofyourproductatwhichthebuyercanafforditandatthesametimeyourcompanycangetproperprofitfromsellingit?afford:tohaveenoughmoneytobuyorpayforsomething買得起,付得起e.g.Theapartmentistooexpensiveformetoaffordit.公寓太貴，我負擔不起。(Tobecontinued)Back新境界職業英語綜合教程2精華版unit1LanguagePointsStructureAnalysis:“wherethebuyer…sellingit”isanattributiveclause,with“where”functioningasarelativeadverb.Theclausemodifiestheantecedent“thepricepoint”.e.g.ThisistheplacewhereIwasborntwentyyearsago.這正是二十年前我出生的地方。Translation:什么是產品價格的平衡點，既讓顧客買得起又讓你的公司能從銷售中獲利？(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints9.(Para.5)Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?Paraphrase:Bywhatmeansandatwhattimecanyousendyourmarketingmessagestoyourtargetmarket?getsth.across(tosb.):tomakepeopleunderstandsomething使理解，使明白；表達e.g.HesometimeshastroublegettinghismeaningacrossinEnglish.他有時難以用英語表達自己的意思。Translation:你將在何時以何種渠道把你的市場營銷信息傳遞到你的目標市場？(Theend)Back新境界職業英語綜合教程2精華版unit1LanguagePoints10.(Para.6)The4Psmodelisjustoneofmanymarketingmixliststhathavebeendevelopedovertheyears.Paraphrase:Overtheyears,manymarketingmixmodelshavebeendevelopedandthe4Psmodelisjustoneofthem.StructureAnalysis:“that…theyears”isanattributiveclauseanditmodifiestheantecedent“lists”.e.g.Rockisoneofthemarketersthathavebeenverysuccessfuloverthepastyear.在過去的一年里，Rock是公司非常成功的市場營銷人員之一。Translation:4P模式是在這些年發展起來的眾多市場營銷組合理論中的一種。(Theend)Back新境界職業英語綜合教程2精華版unit1TranslationofText市場營銷與市場營銷組合Para.1什么是市場營銷？許多市場營銷人員剛進入該行業熟知的定義就是：在適當的時間，以適當的價格，經適當的渠道，銷售適當的產品。

Para.2這很簡單！你只需要創造出某一特定人群所需要的產品，把該產品放在這些人經常光顧的某個地方銷售，并把這個產品價格定位在消費者認為他們能夠從中獲得相匹配的價值水平，并且在他們想購買該產品時做好這一切。于是你就完成該產品的市場營銷了！Back新境界職業英語綜合教程2精華版unit1TranslationofTextPara.3這種想法有些道理。然而，即使你只是把其中的一個因素弄錯了，那也會帶來災難。你可能被置于這樣的一種境地：在一個燃料很便宜的國家推銷一種能驚人地節約燃料的汽車，或者在新學期開始后才出版教科書，亦或以一種過高或過低的價格銷售產品以至于無法吸引目標顧客。

Para.4當你思考生產產品或提供服務的計劃時，市場營銷組合是一個很好的出發點，它可以幫助你避免這些錯誤。市場營銷組合和4P常常被看作是彼此的同義詞。4P指的是：●產品（或服務）●價格●渠道

●促銷Back新境界職業英語綜合教程2精華版unit1TranslationofTextPara.5理解4P的一種好方法就是通過提問來定義市場營銷組合。下面的一系列問題可以幫助你理解和定義營銷組合的四個要素：產品●顧客想要從產品或服務中獲得什么？該產品或服務能滿足什么需求？●該產品或服務需要具備哪些特征以滿足這些需求？●顧客將如何使用，在什么地方使用該產品？價格●產品或服務對顧客的價值是什么？●什么是產品價格的平衡點，既讓顧客買得起又讓你的公司從銷售該產品中獲利？●你的產品定價如何與同行競爭？Back新境界職業英語綜合教程2精華版unit1TranslationofText渠道●顧客會在什么地方尋找你的產品或服務？●

如果他們在商店尋找，那會是在何種類型的商店？是在專賣店還是在超市，還是兩者都有可能？●你將如何進入這些產品分銷渠道？促銷●你將在何時以何種渠道把你的市場營銷信息傳遞到你的目標市場？●你會以何種方式將產品廣告傳遞給你的受眾：通過報紙，電視還是廣播，或者是廣告牌？或者是通過直接的市場郵寄廣告？或者是通過公共關系？還是通過網絡？

Back新境界職業英語綜合教程2精華版unit1TranslationofTextPara.64P模式是在這些年發展起來的眾多市場營銷組合理論中的一種。近年來發展起來的其它市場營銷模式主要有：布姆斯和比特納提出的7P模式（有時候也被稱為擴展市場營銷組合，它包括前4P，再加上人、過程及物質環境三個要素）；還有羅伯特.勞朋特的4C模式（即顧客、成本、便利和溝通）。Back新境界職業英語綜合教程2精華版unit1Task11.Whatisthedefinitionofmarketing?

2.Howmanymarketingmixmodelsaregiveninthetext?Whatarethey?ComprehensionWorkinpairsandanswerthefollowingquestionsabouttheText.Itisputtingtherightproductintherightplace,attherightprice,attherighttime.Threemarketingmixmodelsaregiven.Theyarethe4Ps,the7Psandthe4Cs.Back新境界職業英語綜合教程2精華版unit1Task13.Whatelementsdoesthe4-Pmarketingmixinclude?

4.Whatarethe7Ps?5.Whatisincludedinthe4Cs?ComprehensionThe4-Pmarketingmixincludesproduct,price,placeandpromotion.The7Psareproduct,price,place,promotion,people,processesandphysicallayout.BackCustomer,cost,convenienceandcommunicationareincludedinthe4Cs.新境界職業英語綜合教程2精華版unit1Task21.Generally,marketingincludescreatingaproductand__________.a.pricingtheproductatareasonablelevelb.puttingtheproductonsaleatareasonableplacec.communicatingtheproducttoconsumersd.alloftheaboveComprehensionChoosethebestanswertothefollowingquestions.Back新境界職業英語綜合教程2精華版unit12.WhichofthefollowingexampleswillNOTleadtodisasterinmarketing?a.Promotingacarwithfuel-economyinacountrywherefuelisverycheap.b.Promotingpicturebooksatprimaryschools.c.Publishingatextbookafterthestartofthenewschoolyear.d.Sellingaproductatapricethat’stoohighforthepeopleyou’retargeting.

3.__________isthefirstelementoneneedstoconsiderinmarketing.a.Product b.Price c.Place d.Promotion4.Whatdoes“meet”meanin“Whatfeaturesdoesithavetomeettheseneeds”?a.See. b.Join. c.Pay.d.Satisfy.BackTask2新境界職業英語綜合教程2精華版unit15.WhichofthefollowingwaysofproductpromotionisNOTmentionedinthetext?

a.Contactingpossiblecustomersbytelephone. b.Advertisingitonbillboards.c.Usingdirectmarketingmailshots. d.Advertisingitonradio.6.Whichofthefollowingtheoriesappearedfirst?a.The4Ps. b.The7Ps. c.The4Cs. d.Noneoftheabove.BackTask2新境界職業英語綜合教程2精華版unit1IdentifyingMarketingActivitiesSyndicateActivitiesBackConductingMarketingActivitiesActionOneWorkingroups.DiscussthefollowingmarketingactivitiesandtellwhichP(product,price,place,promotion)isinvolvedineachactivity,andthenputitintheformbelow.Thefirstonewasdoneforyou.新境界職業英語綜合教程2精華版unit1(1)Jamesdecidedtoselltheancientvasebyauction(拍賣).(2)Hondamadealotofinnovationsandcreatedanewcar.(3)Nikeopensmanyspecialtystores(專賣店)inChina.(4)Thistravelagencyprovidesmanytravelingroutes(旅游線路)homeandabroad.(5)Thecompanyislaunchinganadvertisingcampaignontheirnewproducts.(6)Allthebusinessestakeproductcostsintoconsideration.(7)Eachoftheproductsinthisshopissoldat$20.(8)Jennyregisteredanonlineshoptosellherproducts.(9)Inordertoattractcustomers,theonlineshopsellsitsproducts

carriagefree(免運費).(10)Nokiacreatesabrand-newsmartmobilephone(智能手機).(11)Manysupermarketsoftenofferdiscountsonsomeproducts.(12)Theclubsent100membershipcards(會員卡)toitsregularcustomersonitsfirstanniversary.Back新境界職業英語綜合教程2精華版unit1ActionOneBackSyndicateActivitiesConductingMarketingActivities(2)(4)(10)(6)(7)(3)(8)(5)(9)(11)(12)新境界職業英語綜合教程2精華版unit1BackSupposeyouaregoingtostartoneofthefollowingsmallbusinesses.Asyouarethebossofthebusiness,youareresponsibleforeverythinginthebusiness.Workingroups.Eachgrouptakesuponeofthebusinessesandworksoutaproposaltooperatethebusiness.Theproposalshouldcoveralleventsintheareaof4Ps.ActionTwo

SyndicateActivitiesConductingMarketingActivities新境界職業英語綜合教程2精華版unit1BusinessesMarketingMixMarketingActivitiesKeyChain(鑰匙扣)ChildrenWatch(兒童手表)GlassScrapers(玻璃清潔刮)ProductBackActionTwoProposalsofMarketingActivitiesTargetcustomers:white-collarworkersFeatures:heart-shaped,withalightTargetcustomers:childrenfrom6-12Features:lively-colored,designedincartoonsTargetcustomers:households&officesFeatures:apairofmagneticscrapersoperatedwithonepieceoutsideandtheotherinside新境界職業英語綜合教程2精華版unit1BackBusinessesMarketingMixMarketingActivitiesKeyChain(鑰匙扣)ChildrenWatch(