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1、Unit 3 Pricing市场营销英语市场营销英语English for Sales and Marketing-2-2022/9/2ContentsWarming-upReading AListeningReading BWritingProjectVocabulary and StructureSpeaking-3-2022/9/2Warming-up ActivityWarming-up Activity Task 2Warming-up Activity Task 1-4-2022/9/2Warming-up:Task 1A.Limited Time PricingB.Promoti
2、onal PricingC.Psychological Pricing-5-2022/9/2Warming-up:Task 2D DE EA AB BC C-6-2022/9/2Reading Activity AReading A:Task 4Reading A:Task 3Reading A:Task 2Reading A:Task 1For background information,click HERE.Reading AReading A Pricing in Emerging MarketsThe final price of a product may be influence
3、d by many factors such as costs of raw materials,machinery,wages,administration,premises,advertising,promotions,bonuses,distribution and profit margins,taxes and meeting regulatory requirements.These factors can be categorized into two main groups:internal factors and external factors.-7-2022/9/2声音翻
4、译Reading AInternal Factors Some factors can be controlled by the company and,if necessary,can be adjusted.However,making a quick change is not always possible.For instance,price may depend heavily on the productivity of the manufacturing facility(e.g.how much can be produced within a certain period
5、of time).The marketer knows that increasing productivity will reduce the cost of each unit and thus allow the price to the customers to be decreased.But increasing productivity may require major changes in the manufacturing facility such as building new premises or buying new machinery which will ta
6、ke time and will not translate into lower prices for a considerable period of time.-8-2022/9/2翻译声音Reading AExternal FactorsPricing very often has to take into account external factors,especially in the case of consumer goods.Indians are among the worlds most price sensitive customers.Yet,many MNCs(m
7、ultinational companies)operating in India ignore the mass market and launch products for the upper end of the market only.Consequently,their ability to build volume is threatened.For example,when Levis entered India in June 1995,it was expected to do well,as it had the advantage of owning one of the
8、 leading brands in the world.By mid 1998,Levis realized that it was going nowhere.Teenagers perceived Levis products,priced at over 2,000 rupees,to be too expensive,forcing the company to tone down its premium image.Nike also started marketing its brands in India in 1995.Until April 1999,however,all
9、 Nikes products were priced at 2,500 rupees and above.Needless to say,volumes did not pick up.In July 1999,Nike introduced sneakers priced at 999 rupees to meet the needs of entry level sports enthusiasts.-9-2022/9/2翻译声音-10-2022/9/2Reading A:Task 1Before reading the passage,list as many factors as y
10、ou can that may influence the final price of a product.Cost,advertising,tax,wage,bonus,distribution,etc.Cost,advertising,tax,wage,bonus,distribution,etc.-11-2022/9/2Reading A:Task 2Internal FactorsExternal Factorscosts of raw material,machinery,wages,administration,premises,advertising,promotions,bo
11、nuses,distribution,profit marginstaxes,costs of meeting regulatory requirements-12-2022/9/2Reading A:Task 31.F 2.T3.F 4.F 5.T-13-2022/9/2Reading A:Task 4(Open answer)-14-2022/9/2Listening ActivitiesListening Task 4Listening Task 3Listening Task 2Listening Task 5Listening Task 1-15-2022/9/2Listening
12、task 1A new face cream.To capture a large market share.Penetration pricing.Production and development costs.The large sales volume.-16-2022/9/2Listening task 21.pricing strategy2.build market share 3.samples 4.low-income 5.psychological-17-2022/9/2Listening task 3-18-2022/9/2Listening task 4FFTTF-19
13、-2022/9/2Listening task 5competitionfailureperceived valuequalityproduct development cost-20-2022/9/2Speaking ActivitiesSpeaking Task 4Speaking Task 3Speaking Task 2Speaking Task 1-21-2022/9/2Speaking task 1Sample A:Whats your opinion about the pricing strategy for our new furniture?B:Well,I think i
14、ts not appropriate.I feel that a penetration pricing strategy will build market share quickly.A:I agree with you.-22-2022/9/2Speaking task 2Sample A:I feel that we may use psychological pricing strategy for our new product.B:No,I cant agree with you.A:Then,what about promotional pricing strategy?B:T
15、hats a good idea.-23-2022/9/2Speaking task 3Sample A:Hi,David.B:Hi,Mary.Nice to see you here.A:Yeah.How are you?B:Im busy with pricing our new product.A:What pricing strategy have you adopted?B:Penetration pricing.A:Why?B:Because we want to capture market share.-24-2022/9/2Speaking task 4SampleGood
16、morning,ladies and gentlemen!Im glad to have the opportunity to share my thoughts with you.When it comes to the pricing of products,there are certain factors you must take into consideration.The first factor is the demographics of the targeted customers.Let me share an illustration with you.Suppose your product is a portable bag specifically designed for students.If 90%of the populations in the region you are targeting are students,your product price will be affected positively.The second factor
