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1、Unit 2 Proudct,市场营销英语 English for Sales and Marketing,- 2 -,2020/7/8,Contents,Warming-up,Reading A,Listening,Reading B,Writing,Project,Vocabulary and Structure,Speaking,- 3 -,2020/7/8,Warming-up Activity,- 4 -,2020/7/8,Warming-up: Task 1,The elements may include quality, price, after-sales service,
2、appearance, function, etc.,- 5 -,2020/7/8,Warming-up: Task 2,- 6 -,2020/7/8,Reading Activity A,For background information, click HERE.,- 7 -,2020/7/8,Reading A,The Product Life Cycle Each product has its own life cycle. It will be “born”, it will “develop”, it will “grow old” and, eventually, it wil
3、l “die”. The life cycle of a product shows how sales of the product change over time. Kelloggs Nutri-Grain bar was originally designed to meet the needs of busy people who had missed breakfast. It aimed to provide a healthy cereal breakfast in a portable and convenient format. Its life cycle is as f
4、ollows: 1. Introduction Many products do well when they are first launched on the market and Nutri-Grain was no exception. From its launch in 1997 it was immediately successful, gaining almost 50% share of the growing cereal bar market in just two years.,声音,翻译,- 8 -,2020/7/8,Reading A,2. Growth Nutr
5、i-Grains sales steadily increased as the product was promoted and became well-known. It maintained growth in sales until 2002 through expanding the original product by developing new flavors and formats. This was good for the business because production costs, such as the cost of new machines or equ
6、ipment, did not increase. The market position of Nutri-Grain also subtly changed from a “missed breakfast” product to an “all-day” healthy snack.,翻译,声音,- 9 -,2020/7/8,Reading A,3. Maturity Successful products attract competition from other businesses which start selling similar products. This is the
7、 third stage of the life cyclematurity. This is a time of maximum profitability, when profits can be used to continue to build the brand. However, competing brands from both Kelloggs itself and other manufacturers slowed Nutri-Grains sales and chipped away at its market position. Not all products fo
8、llow these stages precisely and the time periods for each stage will vary widely. Growth, for example, may take place over a few months or, as in the case of Nutri-Grain, over several years.,翻译,声音,- 10 -,2020/7/8,Reading A,4. Decline Clearly, at this point, Kelloggs had to make a key business decisi
9、on. Sales were falling; the product was in decline and losing its market share. Should Kelloggs let the product “die”, or should it try to extend its life?,翻译,声音,- 11 -,2020/7/8,Reading A: Task 1,Look at the following curve which shows the changes of sales volume of a product at its different stages
10、Introduction, Growth, Maturity, and Decline. Please mark each stage on the curve.,A. IntroductionB. Growth C. MaturityD. Decline,- 12 -,2020/7/8,Reading A: Task 2,1. do well 2. steadily increased 3. continue to build the brand 4. were falling 5. was in decline 6. its market share,- 13 -,2020/7/8,Rea
11、ding A: Task 3,1. T 2. F 3. F 4. T 5. F,- 14 -,2020/7/8,Reading A: Task 4,(Open answer),- 15 -,2020/7/8,Listening Activities,- 16 -,2020/7/8,Listening task 1,1. Sales of the products. 2. Competition. 3. 8%. 4. Next Wednesday. 5. How they have managed to seize such a big percentage of the market so q
12、uickly.,- 17 -,2020/7/8,Listening task 2,1. Sales of the products. 2. Competition. 3. 8%. 4. Next Wednesday. 5. How they have managed to seize such a big percentage of the market so quickly.,- 18 -,2020/7/8,Listening task 3,1. C 2. B 3. A 4. B 5. C,- 19 -,2020/7/8,Listening task 4,1. F 2. T 3. F 4.
13、F 5. T,- 20 -,2020/7/8,Listening task 5,1. A 2. A 3. B 4. A, B,- 21 -,2020/7/8,Speaking Activities,- 22 -,2020/7/8,Speaking task 1,Sample A: How about the sales of our new product these days? B: Its declining. A: Whats the main problem? B: I think the major problem is that the sales promotion is not
14、 effective. A: I want to have a meeting to discuss it. B: OK, I will arrange it.,- 23 -,2020/7/8,Speaking task 2,Sample A: Good morning, Madam. Is there anything I can do for you? B: Good morning. Id like to buy a desktop vacuum. A: Would you like to have a look at our vacuum here? B: Yes, thank you
15、. Well, this one looks very nice. Can you tell me about this type? A: Yes, of course. This model is our latest product. It was launched this spring. As you can see, it has a round shape. Compared with our other products, it is smaller in size and lighter in weight. B: What color does this type have?
16、 A: Red, purple and white.,- 24 -,2020/7/8,Speaking task 3,Sample A: The survey shows that 68% consumers are not satisfied with our after-sales service. B: I think wed better identify the specific reasons. A: I agree with you. B: Then what should we do? A: I want to have a meeting to discuss it. B: Ill arrange it.,- 25 -,2020/7/8,Speaking task 4,Sample All right, weve finished the agenda, and weve already known what we should d
