外研社2023思政精品课件-Unit 9 应用英语教程综合英语2

Pre-Class TasksBackground KnowledgeText AText BPre-Class TasksI.Mini-Research1.Whatisamarketingstrategy?Marketingstrategyisalong-term,forward-lookingapproachtoplanningwiththefundamentalgoalofachievingasustainablecompetitiveadvantage.“Essentiallyaformulaforhowabusinessisgoingtocompete,whatitsgoalsshouldbeandwhatpolicieswillbeneededtocarryoutthesegoals.”(MichaelPorter,Competitive Strategy:Techniques for Analyzing Industries andCompetitors,NY,FreePress,1980).“Thepatternofmajorobjectives,purposesandgoalsandessentialpoliciesandplansforachievingthosegoals,statedinsuchawayastodefinewhatbusinessthecompanyisinoristobein.”(S.Jain,MarketingPlanningandStrategy,1993)Pre-Class TasksI.Mini-Research2.Whatarethecriteriaforaneffectivemarketingstrategy?Theultimatepurposeofmarketingstrategiesistocreatebrandawareness,generatenewleadsandultimatelysellyourproductorservice.Ourmarketingstrategyshouldstartwithacustomerproblem.Asuccessfulproductorservicesolvesaproblemforthecustomer.Performmarketresearchtofindoutwhatyour potential customers want.Use that research to determine how topositiontheproducttomeettheirneeds.Then,youcancreateamarketingstrategytoattractyouraudiencetothisproduct.Pre-Class TasksII.Co-Learning1.Whatexampledoesthespeakerusetoillustratethephenomenonofclustersofsimilarcompanies?Theauthorillustratesthephenomenonbyshowinganexampleoficecreamsellingatthebeach.2.Whydosomebusinessesalwaysseemtoexistingroupsinsteadofbeingspreadevenlythroughoutacommunity?Customersmaybebetterservedbydistributingservicesthroughoutacommunity,butthisleavesbusinessesvulnerabletoaggressivecompetition.Pre-Class TasksII.Co-Learning3.Intherealworld,whatmarketingstrategiescanbusinessesusetoimprovecompetitiveness?Intherealworld,customerscomefrommorethanonedirection,andbusinessesarefreetocompetewithmarketingstrategies,bydifferentiatingtheirproductline,andwithpricecuts,butattheheartoftheirstrategy,companiesliketokeeptheircompetitionascloseaspossible.Pre-Class TasksIII.PresentationPrepareaPowerPointtosumuptheelementsessentialtomarketingstrategiesandintroducesomeeffectivemarketingstrategiesyouhavecomeacross.Makeapresentationinclass.Background KnowledgeAbout the TextPosted by Philip David Mortonon August 24,2016,and updated onDecember6,2017,thefulltextisavailableathttps:/ KnowledgeAbout the AuthorPhilip David Morton published cultural arts reviews,political essays,theater and arts reviews and film critique for many years for theHuffingtonPost.HecontinuesasanawardnominatedHollywoodscreenwriter and producer.A professional film and TV writer for 20 years,MortonstartedhiscareeratSaturdayNightLiveandstartedhiscareerinfeatures writing for Eddie Murphy,Arnold Schwarzenegger,and othernumerousassignmentsatParamount,WarnerBrothers,20thCenturyFox,New Line Cinema and Dream works Animation.He co-produced thethriller The Unwilling,and co-created and co-wrote the sitcom MalibuDan:FamilyMan.ThewriterofFireDownBelowstarringStevenSeagal,hehasBackground KnowledgeAbout the Authorwritten on studio features from Fantastic Four to Jack Frost(starringMichaelKeaton)andhasbeenhiredonstudioprojectsasfarrangingassciencefiction,action-adventureandsuspensefilmstofamilypictures.Hewrotethemovie12:01PMstarringMartinLandauwhichwontheBrusselsFilmFestivalAwardforbestpicture,andanhonoraryEdgarAward.TheheadwriterontheABCsketchcomedypilotseriesOntheAir,hispreviousworkincludesadaytimeEmmynominationonthewritingstaffofUnusualPhenomena,andwaspartoftheTVanimationwritingstafffortheEmmyawardwinningyearofTutenstein.MortonhastaughtscreenwritingatUCLAExtensions.(https:/ StructureText APartMain ideaI(paras.1-2)The author introduces the Hotel Elyse,emphasizing itslong_,itsatmosphere,anditsarchitecturalfeature.II(paras.3-8)Anelaborateintroductionofthehotel:1.(para.3)The hotel was the first choice to manycelebrities,_,andsportsstars.2.(paras.4-7)The hotel provides superb _ andconveniencetocustomers.3.(para.8)The hotel meets customers needs with_andcare.III(para.9-10)Theauthorrecommendsthehoteltoreadersandprovidesfurtherinformationaboutthehotelsfacilities.historyliterarystarsservicediscretionDetailed AnalysisText APart I (paras 1-2)TheauthorintroducestheHotelElyse,emphasizingitslonghistory,itsatmosphere,anditsarchitecturalfeature.Comprehension check 1.Whatatmosphereisthehotelcommittedtomaintaining?Thehoteliscommittedtomaintaininganatmosphereofdiscreetelegancefromanothertime.Detailed AnalysisText APart I (paras 1-2)Words and phrases1.WhenonestaysinNewYorkCity,thereisnobetterexperiencethanroominginapieceofhistory.roomv.I(mainlyAmE)tosharearoom,flat,orhousewithoneormorepeopleAt college he rooms with this guy from Nebraska.Detailed AnalysisText A2.TheHotelElyse,along-standinglandmarkhoteldesignedinthe1920s,andonceaplaygroundfortherichandfamous,offersanextraordinaryoasisofEuropeancharminademandingcityofcementandsteel.oasis:n.1)Caplaceinadesertwherethereiswaterandthereforeplantsandtreesandsometimesavillageortown2)Sacalm,pleasantplaceinthemiddleofsomewherebusyandunpleasant:Her office was an oasis of peace and sanity