高等英语教育3.ppt

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,New Practical English 3,（,Second Edition,）,*,Return to Menu,Maintaining a Sharp Eye,Passage I,Promotion Methods,Passage II,10 Rules for Attending Exhibitions in China,New Practical English 3,（,Second Edition,）,Passage I,Related Information,Intensive Study,Practice,New Practical English 3,（,Second Edition,）,Text Related,Information,Point of Purchase(POP),POP is a terminal or vending machine in a store or shopping mall where a customer can view products with their prices and select items to buy.The term Point of Purchase usually refers to the industry concerned with customer behavior at the location of the purchase decision.POP is considered one of the most important aspects of advertising and merchandising.It is believed that the most critical time to influence buyer behavior is when they have money in hand.,New Practical English 3,（,Second Edition,）,Text Related,Information,Coleco,Coleco(1932-1989)was a company founded in 1932 by Maurice Greenberg as Connecticut Leather Company.It became a highly successful toy company in the 1980s,known for its mass-produced version of Cabbage Patch Kids.More information available on,,/.,New Practical English 3,（,Second Edition,）,Text Related,Information,Marketing mix,The marketing mix is generally accepted as the use and specification of the 6 Ps describing the strategic position of a product in the marketplace.,The 6 Ps refers to Plan,Pick,Price,Package,Promote,Prove as follows:,1.Plan your marketing strategy.,2.Pick a way to market.,3.Price it right.,4.Package it professionally.,5.Promote your product/service.,6.Prove that it works.If not,make it better or go back to#1.,New Practical English 3,（,Second Edition,）,Text Related,Information,Advertising,The best approach to advertising is to think of it in terms of media and which media will be most effective in reaching your target market.Then you can make decisions about how much of your annual advertising budget youre going to spend on each medium.The most frequently-used advertising methods are as follows:,the Internet,television,radio,newspapers,magazines,telephone books/directories,billboards,bench/bus/subway ads,direct mail,New Practical English 3,（,Second Edition,）,Intensive Study,Passage 1,Text,Difficult Sentences,Important Words,New Practical English 3,（,Second Edition,）,Promotion Methods,A marketing manager can choose from several promotion methods personal selling,mass selling,and sales promotion.,Personal selling flexibility is its strength,Personal selling involves direct face-to-face communication between sellers and potential customers.Face-to-face selling also provides immediate feedback which helps salespeople to,adapt,.,Salespeople are included in most marketing mixes.,But personal selling can be very expensive.So its often desirable to combine personal selling with mass selling and sales promotion.,Mass selling reaching millions at a price or even free,Mass selling is communicating with large numbers of potential customers at the same time.Its less flexible than personal,selling.,Click here to listen,New Practical English 3,（,Second Edition,）,Advertising is the main form of mass selling.Advertising is any paid form of,nonpersonal,presentation of ideas,goods,or services by an identified sponsor.It includes the use of such media as magazines,newspapers,radio and TV,signs,and direct mail.While advertising must be paid for,another form of mass selling publicity is“free”.,Publicity is any unpaid form of,nonpersonal,presentation of ideas,goods,or services.Of course,publicity people are paid.,But they try to attract attention to the firm and its offerings without having to pay media costs.,For example,book publishers try to get authors on TV“talk shows”because this generates a lot of interest and book sales at no cost to the publisher.,When Coleco introduced its Cabbage Patch dolls,it held press,Click here to listen,But when the target market is large and scattered,mass selling can be less expensive.,New Practical English 3,（,Second Edition,）,If a firm has a really new message,publicity may be more effective than advertising.,Trade magazines,for example,may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.,The firms publicity people write the basic“copy”and then try to convince magazine editors to print it.Each year,magazines print photos and stories about new cars and often the source of the information is the auto producers.This publicity may even raise more interest than the companys paid advertising.A consumer might not pay any attention to an ad but might carefully read a long magazine story,Click here to listen,parties for reporters and their children.A number of reporters wrote“human interest”stories about their kids“,adopting,”the cute dolls.Those stories prompted more media attention and a very successful product introduction without Coleco doing any introductory advertising.,New Practical English 3,（,Second Edition,）,Some companies prepare videotapes that are designed to get free publicity for their products on TV news shows.,For example,one video distributed to TV stations at Halloween discussed a government recommendation that parents use makeup rather than masks for young children.,The story was effectively tied to a new makeup product for children made by PAAS Products.,Large firms have specialists to handle publicity.Usually though,publicity is treated as just another kind of advertising and it often isnt used as effectively as it could be.In most firms,publicity,deserves,much more attention than it gets now.,Sales promotion tries to,spark,immediate interest,Sales promotion refers to promotion activities other than advertising,publicity,and personal selling that stimulate interest,Click here to listen,with the same information.,New Practical English 3,（,Second Edition,）,trial,or purchase by final customers or others in the channel.,Sales promotion may be aimed at consumers,at middlemen,or even at a firms own employees.Examples include coupons,samples of consumer products,special sweepstakes and contests,point-of-purchase materials,and displays at trade shows.,Its hard to generalize about sales promotion because it includes such a wide variety of activities.But usually its objective is to complement mass selling and personal selling.,Click here to listen,New Practical English 3,（,Second Edition,）,Important Words,spark,v.,-to make someone feel interested,hopeful,etc.,引发兴趣,What he said,spark,s our curiosity.,These books mainly deal with topics that,spark,childrens imaginations.,Examples,New Practical English 3,（,Second Edition,）,Important Words,deserve,v.,-to have earned something by good or bad actions,or behavior,应该得到,People who are sent to prison for drunk-driving get what they,deserve,.,Paula,deserves,a special mention for all the help she has given us.,Examples,New Practical English 3,（,Second Edition,）,Important Words,distribute,v.,-to share things among a group of people,especially,in a planned way;to exist in different parts of an,area or group,分配；散布,Clothes and blankets have been,distributed,among the refugees.,The population is,distributed,in a very uneven pattern.,Examples,New Practical English 3,（,Second Edition,）,Important Words,adapt,v.,-to gradually change in order to be successful in a,new situation,使适应,；改编,How do these insects,adapt,themselves to new environments?,The ability to,adapt,is a definite asset in this job.,Examples,New Practical English 3,（,Second Edition,）,Important Words,adopt,v.,-,to take someone elses child into your home and,legally become its parent;to start to deal with or,think about something in a particular way,收养；采用；接受,Having no children of their own they decided to,adopt,an orphan.,The courts were asked to,adopt,a more flexible approach to young offenders.,Examples,New Practical English 3,（,Second Edition,）,Important Words,stimulate,v.,-,to excite to activity or growth or to greater activity,刺激；激励,The exhibition,stimulated,interest in the artists work.,Praise always,stimulates,him to further efforts/to make greater efforts.,Examples,New Practical English 3,（,Second Edition,）,Difficult Sentences,Salespeople are included in most,marketing mixes,.,Marketing mixes,refers to the use and specification of the 6 Ps describing the strategic position of a product in the marketplace.,Translation,大多数营销组合都需要销售人员。,New Practical English 3,（,Second Edition,）,Difficult Sentences,Example,Creating a successful,marketing mix,that will increase results often takes experimenting and market research.,Salespeople are included in most,marketing mixes,.,New Practical English 3,（,Second Edition,）,Difficult Sentences,But they try to attract attention to the firm and,its offerings,without having to pay media costs.,Its offerings,refers to“,the products manufactured by the company or the services provided by it”,.,Translation,但是，宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品上而无需付媒体的费用。,Without,is a preposition,and thats why“,having,”is used to follow it.,New Practical English 3,（,Second Edition,）,Difficult Sentences,Example,A cool technique for stopping this problem is simply to plan,without committing yourself to doing anything.,But they try to attract attention to the firm and,its offerings,without having to pay media costs.,New Practical English 3,（,Second Edition,）,Difficult Sentences,Trade magazines,for example,may carry articles,featuring,the newsworthy products of,regular,advertisers,in part,because they are regular advertisers.,Featuring,serving as“which features”,means“,showing a particular thing in a magazine,”.,Translation,例如，商业杂志可能登载广告常客有报道价值的产品的专题报道,部分原因是因为他们是广告常客。,In part,means“,partly,”.,Regular,means“,happening or doing something many times and often at the same time,”.,New Practical English 3,（,Second Edition,）,Difficult Sentences,Example,Those days,she was deeply involved into that exhibition,featuring,paintings by contemporary artists.,Trade magazines,for example,may carry articles,featuring,the newsworthy products of,regular,advertisers,in part,because they are regular advertisers.,New Practical English 3,（,Second Edition,）,Difficult Sentences,For example,one video distributed to TV stations at Halloween discussed a government,recommendation,that parents,use,makeup,rather than,masks for young children.,This is a subjunctive sentence.,That,is used to introduce an objective clause,in which“,should”,is omitted.,Translation,例如，一个视频录像,在万圣节被分送到各电视台,讨论了政府推荐父母在万圣节给小孩子使用化妆品而不是面具这一问题。,Rather than,means,“instead of someone or something else”,.,New Practical English 3,（,Second Edition,）,Difficult Sentences,Example,The committee made a number of,recommendations,that safety standards,be improved,as soon as possible.,For example,one videodistributed to TV stations at Halloween discussed a government,recommendation,that parents,use,makeup,rather than,masks for young children.,New Practical English 3,（,Second Edition,）,Difficult Sentences,Sales promotion refers to promotion activities,other than,advertising,publicity,and personal selling that stimulate interest,trial,or purchase,by,final customers or others in the channel.,Other than,means,“apart from a particular person or thing,”.,Translation,销售推广是指不包括广告、宣传和人员推销在内的刺激销售渠道中的最终顾客或者其他环节的兴趣、试用或者购买的促销活动。,By,is used to show the person or thing that does something or makes something happen.,New Practical English 3,（,Second Edition,）,Difficult Sentences,Example,How can you say that religion is anything,other than,a way of controlling people?,Sales promotion refers to promotion activities,other than,advertising,publicity,and personal selling that stimulate interest,trial,or purchase,by,final customers or others in the channel.,New Practical English 3,（,Second Edition,）,Practice,Read and Think,Read and Complete,Read and Translate,Read and simulate,New Practical English 3,（,Second Edition,）,1Compared with mass selling and sales promotion,personal selling is more _.,a expensive,b flexible,c immediate,d effective,1Compared with mass selling and sales promotion,personal selling is more _.,a expensive,b flexible,c immediate,d effective,Ex.1,Choose the best answer according to the passage.,New Practical English 3,（,Second Edition,）,2When the target market is large and scattered,mass selling can be _.,a more effective,b more immediate,c more flexible,d less expensive,Ex.1,Choose the best answer according to the passage.,2When the target market is large and scattered,mass selling can be _.,a more effective,b more immediate,c more flexible,d less expensive,New Practical English 3,（,Second Edition,）,3Which of the following is NOT mentioned as a form of media for advertising?,a Magazines.,b Newspapers.,c Signs.,d Coupons.,Ex.1,Choose the best answer according to the passage.,3Which of the following is NOT mentioned as a form of media for advertising?,a Magazines.,b Newspapers.,c Signs.,d Coupons.,New Practical English 3,（,Second Edition,）,4 If you aim at stimulating customers immediate interest,the promotion method suggested in the passage might be _.,a personal selling,b mass selling,c sales promotion,d publicity,Ex.1,Choose the best answer according to the passage.,4 If you aim at stimulating customers immediate interest,the promotion method suggested in the passage might be _.,a personal selling,b mass selling,c sales promotion,d publicity,New Practical English 3,（,Second Edition,）,5Which of the following people are NOT the target of sales promotion?,a Employers.,b Middlemen.,c Consumers.,d Employees.,Ex.1,Choose the best answer according to the passage.,5Which of the following people are NOT the target of sales promotion?,a Employers.,b Middlemen.,c Consumers.,d Employees.,New Practical English 3,（,Second Edition,）,Ex.2,Answer the following questions according to the passage.,1 In the authors opinion,why is face-to-face communication between sellers and potential customers important?,Because face-to-face selling can provide immediate feedbackwhich helps salespeople to adapt.,2 What is the purpose of the book publishers trying to get authors on TV“talk shows”?,The purpose is to generates a lot of interest and book salesat no cost to the publisher.,New Practical English 3,（,Second Edition,）,Ex.2,Answer the following questions according to the passage.,3 Why do some companies prepare videotapes for the TV news shows?,Because they want to get free publicity for their products.,4 According to the author,how can publicity raise even more interest than the companys paid advertising?,He believed that a consumer might not pay any attention to an adbut might carefully read a long magazine story with the same information.,New Practical English 3,（,Second Edition,）,Ex.2,Answer the following questions according to the passage.,Publicity is a very cheap(even free of charge)promotion method,and it might be more effective than paid advertising.,5 Why does the author suggest that publicity deserve much more attention than it gets now?,New Practical English 3,（,Second Edition,）,Ex.3,Fill