Unit1新职业英语市场营销英语-Unit1-Market-Survey-and-analysis(ppt文档).ppt

Unit 1 Market Survey and Analysis市场营销英语市场营销英语English for Sales and Marketing-2-2024/4/16 周二周二ContentsWarming-upReading AListeningReading BWritingProjectVocabulary and StructureSpeaking-3-2024/4/16 周二周二Warming-up ActivityWarming-up ActivityTask2Warming-up Activity Task 1-4-2024/4/16 周二周二Warming-up:Task 11.c 2.a 3.e 4.b 5.d 6.f-5-2024/4/16 周二周二Warming-up:Task 21.D 2.B3.C4.A-6-2024/4/16 周二周二Reading Activity AReading A:Task4Reading A:Task3Reading A:Task2Reading A:Task 1For background information,click HERE.Reading A Tier Tale:How Marketers Classify Cities in ChinaUnilevers Lipton Milk Tea is a rare success story in China for marketers trying to move beyond the three first-tier cities:Beijing,Shanghai and Guangzhou which are home to Chinas most well-heeled consumers.Unilever has done a great job with Lipton,especially in terms of classifying cities in China.When marketers enter China,they typically evaluate the countrys cities,giving each locale a tier designationmost advertisers use a four-or five-tier system,although one marketer actually has ten classification levels.A city is assigned to a tier based on the size,purchasing habits,disposable income of its population and so on.-7-2024/4/16 周二周二声音翻译Reading ATier one is reserved for Beijing,Shanghai,Guangzhou and sometimes Shenzhen.Tier two has about 30 cities,mostly provincial capitals that have a population of more than 5 million people.Tier three has about 150 county capitals,each of which has more than 1 million people.Tier four covers thousands of towns ranging in size from 100,000 to 1 million people,and tier five includes Chinas smallest towns and villages.Even within this general framework,marketers segment China in different ways.Anta,one of Chinas leading sportswear brands,segments the country into 10 tiers for its retail outlets based on the price of real estate in each town.So Dalian,a seaside resort,ranks as a first-tier city for Anta but would be considered to be the second tier by most marketers.-8-2024/4/16 周二周二翻译Reading ASo we can see that the classification of cities varies depending on a companys products and goals.Everyone has a different understanding of the tiers and there are often great rewards to be gained in lower-tier cities.Lenovo,for instance,is wrapping up a year-long road show that visited 1,000 fourth-and fifth-tier cities and towns.Those areas accounted for much of the companys double-digit growth in China during the past year,despite ongoing price wars with local rivals.Consumers in cities such as Hangzhou,Shenzhen and Dongguan often have greater spending power than Shanghainese or Beijingers because of their lower cost of living.While that trend lets luxury marketers like Louis Vuitton open profitable shops in a dozen second-tier cities,smaller cities remain an enormous challenge for mass-market brands.-9-2024/4/16 周二周二翻译-10-2024/4/16 周二周二Reading A:Task 1Before reading the passage,discuss with your partners what are the criteria used by a marketer to classify cities in China.Population,purchasing power,disposable income,the price of real estate,purchasing habits,transportation,economic growth,economic output,geography,etc.-11-2024/4/16 周二周二Reading A:Task 2Because Lipton Milk Tea moved beyond the first-tire cities.They often evaluate cities and assign them to different tiers according to such criteria as size,purchasing habits and disposable income of population.Four.Beijing,Shanghai,Guangzhou and sometimes Shenzhen.Because their companies may have different products and goals.Because there are great rewards to be gained in those areas.-12-2024/4/16 周二周二Reading A:Task 31.F2.F3.F4.F5.F-13-2024/4/16 周二周二Reading A:Task 4(Open answer)-14-2024/4/16 周二周二Listening ActivitiesListening Task 4Listening Task 3Listening Task 2Listening Task 5Listening Task 1-15-2024/4/16 周二周二Listening task 11.B2.A3.C4.C-16-2024/4/16 周二周二Listening task 2Two years.Its particularly suitable for washing woolen and silk garments.She likes very much.She thinks its amazing.The price.Because its a bit expensive.-17-2024/4/16 周二周二Listening task 31.F2.F3.T4.F5.F-18-2024/4/16 周二周二Listening task 4market surveyfeedbackprepared to try it.potentialshelf space-19-2024/4/16 周二周二Listening task 51.distribution2.feasible3.thorough4.spelling-20-2024/4/16 周二周二Speaking ActivitiesSpeaking Task4Speaking Task3Speaking Task2Speaking Task 1-21-2024/4/16 周二周二Speaking task 1A:I wonder if you could help me with this problem.B:Yes,certainly.A:Thanks.That would be a great help for me.-22-2024/4/16 周二周二Speaking task 2Sample A:What kind of clothes do you usually like to buy?B:I like to buy jeans because they are never out of fashion.A:What brands do you usually choose?B:Well,I usually choose Kappa and Nike.-23-2024/4/16 周二周二Speaking task 3Good morning,everybody.The purpose of this survey is to identify students clothes buying habits.40 students were questioned about the brand,style,material and price they would take into account when buying clothing.30 students responded that they would choose no-brand clothes due to their comparatively lower price,and the rest 10 would choose some famous brands.25 students prefer cotton leisure clothes.One reason is that cotton clothes are comfortable;another reason is that they are cheap.When asked the price,38 students expressed that they would choose affordable clothes.The survey results indicate that price is the key factor influencing students clothes buying behavior.Leisure clothes are most students favorite.-24-2024/4/16 周二周二Speaking task 4Sample 1 A:Youve done a great job!B:Really?Im so glad you think so.A:Im very pleased with your work.B:Thank you very much.Sample 2A:I am really disappointed by your lack of effort on this project.B:Im terribly sorry.I was in poor health during that period.A:Oh,but next time you need to be more focused.-25-2024/4/16 周二周二Reading Activity BReading B:Task3Reading B:Task2Reading B:Task 1Reading BQuestionnaire on Food PurchaseThis questionnaire aims to measure peoples consumption habits as well as the factors that can influence peoples purchasing decisions for functional food products.All information in the questionnaire will be treated with the strictest confidentiality and we guarantee no information will be revealed that could link a particular respondent to this research.The questionnaire is divided into three sections.The first section asks questions about the respondents background,the second section is about peoples consumption habits,and the third section asks questions about different influential factors for consumers purchasing decisions.There is no“right”or“wrong”answer to the questions in this survey.Please take as much time as you need to complete the questions.-26-2024/4/16 周二周二translationReading BSection I:Respondents background information1.Gender Male Female2.Age group Less than 18 2530 3640 45+1824 3135 41453.Education level High school or below Undergraduate PhD College Postgraduate4.Income per month(RMB)1,000 or less 2,0013,000 4,0015,000 1,0012,000 3,0014,000 5,001 or above-27-2024/4/16 周二周二translationReading BSection II:Purchasing habits&attitudes5.Frequency of functional foods purchasing Once per week Once per month Once per half year Once in 15 days Once in three months Once per year or more6.Average spending on functional foods per month(RMB)1,001 or above 601800 201400 100 or below 8011,000 401600 1012007.Sources of information about the functional foods Magazines TV Reference group Internet Word of mouth OthersSection III:Factors affecting peoples purchasing decisions Taste Organic ingredients Specific need Promotion Price Source of nutrients Health benefits Brand-28-2024/4/16 周二周二translation-29-2024/4/16 周二周二Reading B:Task 1Suppose you are a respondent of the survey.Complete the questionnaire as directed.(Open answer)-30-2024/4/16 周二周二Reading B:Task 21.d 2.i3.a 4.b5.c6.j7.e8.f9.g10.h-31-2024/4/16 周二周二Reading B:Task 3市场分析有两种不同的表现形式。第一种形式是市场分析有两种不同的表现形式。第一种形式是投资者用以进行市场研究，确定市场走势，以做投资者用以进行市场研究，确定市场走势，以做投资决策的方法。第二种形式是营销商分析目标投资决策的方法。第二种形式是营销商分析目标客户市场并确定增加销售额、提高收益率的最佳客户市场并确定增加销售额、提高收益率的最佳方案的范围。方案的范围。-32-2024/4/16 周二周二WritingThe bar chart indicates that different channels for Chinese people to get to know cosmetics.As can be seen from the chart,84%respondents get to know cosmetics from ads on TV,Internet,newspaper and magazines.This reveals that ads are still the most effective way to promote products.While the traditional media,namely,print media and audiovisual media,have remained a big part in peoples daily life,the Internet is becoming a major channel people get to know new products.In addition,word of mouth is also a great marketing tool.In brief,advertising still plays a very important role in product promotion,thus manufacturers should focus on both the traditional and new media to advertise their products.-33-2024/4/16 周二周二ProjectThis project enables Ss to go through the whole process of market research.In order to complete it successfully,Ss should use the knowledge and skills theyve learned from previous activities.The task requires them to gather information on a certain product they would like to analyze.They need to carry out a market research by handing out questionnaires to their classmates.With a full analysis of customer needs,Ss can summarize the survey results and form a complete idea of their product by writing an analysis report on it.-34-2024/4/16 周二周二Vocabulary and StructureVocabulary:Task4Vocabulary:Task3Vocabulary:Task2Vocabulary:Task 1-35-2024/4/16 周二周二Vocabulary&Structure:Task 11.outlet 2.enormous 3.well-heeled 4.resort 5.luxury 6.guarantee 7.rival 8.segment 9.tier 10.retail-36-2024/4/16 周二周二Vocabulary&Structure:Task 2typicallydigitaldesignationconfidentialityrespondentsprovincialdisposableguaranteedrevelationsevaluation-37-2024/4/16 周二周二Vocabulary&Structure:Task 3wrap upwell-heeledlocaleranging fromaccount forenormousrivalsegmentOn average in terms of-38-2024/4/16 周二周二Vocabulary&Structure:Task 4refusedtorevealthecontentsoftheletter.arethroughtraditionalretailoutlets.intermsofbothquantityandquality.Idliketoquicklywrapupthismeeting,cantguaranteethatthetrainscanarriveontimeinfoggyweather.-39-2024/4/16 周二周二Reading A BackgroundTier systemIn China,major cities can be divided into tiers based on a number of factors,including population,disposable income,geography,infrastructure,and historical and cultural significance.There is no official government classification of these tiers.One marketers second tier may be anothers third,and vice versa.back-40-2024/4/16 周二周二Reading A Translation分级故事：营销商如何划分中国城市等级分级故事：营销商如何划分中国城市等级许多营销商正在努力将业务扩展到除中国三个富人聚集的一线城市北京、上海、广州以外的其他地方。联合利华旗下的立顿奶茶成为此举中为数不多的成功者。联合利华的立顿奶茶做得非常出色，尤其在中国城市划分方面更为突出。进入中国市场前，营销商通常都会对中国的城市进行评估，并划分级别。广告商大都将中国城市划分为4或5个等级，而营销商则将其划分为10个等级。一个城市划分到哪个等级取决于该城市人口的数量、购买力和可支配收入等因素。-41-2024/4/16 周二周二Reading A Translation分级故事：营销商如何划分中国城市等级分级故事：营销商如何划分中国城市等级一线城市包括北京、上海、广州，有时还包括深圳。二线城市30个左右，主要是人口超过500万的省会城市。三线城市150个左右，是人口在100万以上的县城。四线城市包括数千个城镇，人口从10万到100万不等。五线城市则包括了中国最小的城镇和村庄。即便在这样一个整体框架之下，营销商对中国的市场细分方式还是有所差别。作为中国主要运动品牌之一的安踏，根据各城镇的不动产价格将全国划分为10个等级，为其设立零售店提供依据。因此海滨旅游胜地大连因其高房价被安踏划为一线城市，而大多数营销商则将其划为二线城市。-42-2024/4/16 周二周二Reading A Translation分级故事：营销商如何划分中国城市等级分级故事：营销商如何划分中国城市等级由此我们可以看出，城市的等级划分方式因公司产品及目标的不同而有所差异，各公司对等级有着不同的理解。在一些级别较低的城市，经常也有丰厚的利润回报。例如，联想即将结束其长达一年、覆盖1000多个四、五线城市的巡回宣传活动。虽然联想与当地同行的价格战仍在持续，但这些地区的经济回报对联想去年在中国实现两位数的增长功不可没。杭州、深圳、东莞等城市的消费者，由于其生活成本低于上海、北京的消费者，因此，其购买力也相对较强。尽管这一趋势让一些奢侈品牌，如路易威登，在一些二线城市有利可图，但大众品牌若要在小城市盈利仍存在巨大的挑战。-43-2024/4/16 周二周二Listening task 1 ScriptSimon:Good morning,madam.I am Simon Brown from Alcon.Im doing a market survey on laundry detergents.I wonder if you would mind answering a few questions.Housewife:Do come in.What information do you want,Simon?Simon:Id like to know which brands of laundry detergent you usually use.Housewife:I usually buy brands like Cheer,Persil,Tide and Oh,I cant remember.Simon:But dont you have a preference for any particular brand?Housewife:Not really.Im usually in a hurry and just pick up whatever is at hand so long as I recognize the brand.Simon:So that means you buy whichever brands the supermarket chooses to supply?Housewife:Yes.Simon:Have you bought the brand Miracle?Housewife:Sorry,I havent heard of it.Simon:Maybe you could try it next time.Housewife:Yes,I will if I see it.-44-2024/4/16 周二周二Listening task 2 ScriptSimon:Good morning,madam.I am Simon Brown from Alcon.Housewife:Yes?Simon:I am conducting a market survey.I wonder whether you could give me some information about the brands of laundry detergents that you use.Housewife:Sure,please come in.Simon:Have you ever used the brand Miracle?Housewife:Yes,in fact Ive been using it for the last two years.Simon:Wow,you are a loyal consumer.What do you like about it?Housewife:Well,apparently it doesnt damage protein-based fibers so its particularly suitable for washing woolen and silk garments.Simon:Yes,what else?Housewife:The scent.Miracle smells amazing.Even a week or so after washing,the clothes still smell fresh.Simon:Thank you.It is good to know we have such a happy customer.Id better ask though,is there anything that youre not pleased with?Housewife:Only the price.Its a bit expensive!Simon:I see,but of course it is very good quality.Well,thank you for your time.Housewife:My pleasure.-45-2024/4/16 周二周二Listening task 3 ScriptSimon:Good afternoon.I am Simon Brown from Alcon.Could you help me to do a market survey on laundry detergents?Housewife:OK.Do I have to fill in a questionnaire?Simon:Not exactly.Im taking notes on consumers experiences with various brands.Actually our company makes Miracle.Have you heard of it?Housewife:Yes,I have.Simon:Have you used it?Housewife:No,not yet.Simon:Then what brand are you using now?Housewife:I use MG.Simon:Why do you choose MG?Housewife:My friend had recommended it to me.Then,one day I was given a sample while shopping.I tried it and found it works well.It removes most stains and cleans effectively.And,its not too expensive.Simon:Is it powder or liquid?Housewife:Powder.MG doesnt come in a liquid form.Simon:Well,madam,maybe you could try Miracle.We provide both powder and liquid detergents.Both of them function very well.They can even remove tough grease.Housewife:Thats good.Do you have a sample for me to try?Simon:Sorry,I havent brought any samples today.But Ill send you some tomorrow morning.Housewife:Great.Thank you very much.Simon:Youre welcome.-46-2024/4/16 周二周二Listening task 4 ScriptAlice:Good morning,Simon.Did you complete your part of the market survey yesterday?Simon:Yes.I visited 137 houses in my area.Alice:What was the feedback?What do they think of our product?Simon:Less than one third of the consumers are using Miracle.Two thirds hadnt heard of it.I explained the advantages and have sent them some samples.They said that they would be prepared to try it.Alice:Well done!Simon:The consumers who are using our product think the price is a little high.Alice:Thats a potential problem.Anything else?Simon:Some consumers dont have a preference for any particular brand.They just choose whatever is in the su