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1、会计学1UnitMarketing第一页，共52页。ReadingReading13Learn Business2BIZ knowledgeBIZ knowledge2Listening & SpeakingListening & Speaking第1页/共51页第二页，共52页。What What are your are your favouritefavourite brands of the following products? brands of the following products?ReadingWarm up31第第2页页/共共51页页第三页，共52页。Why Why
2、do do you you prefer prefer these these to to other other similar similar brands brands of of the the products? Consider the followingproducts? Consider the following. .productproduct what are the products features what are the products featuresprice price in comparison with similar brands in compar
3、ison with similar brandspromotion promotion where and how is it advertised where and how is it advertisedplaceplace where can you buy the product where can you buy the productReadingWarm up42第第3页页/共共51页页第四页，共52页。Look Look at at the the title title of of the the text, text, “Are “Are we we being bein
4、g manipulated manipulated into into buying buying brands?”, brands?”, and and the the photo photo on on page page 47. 47. What What do do you you think makes people so enthusiastic about the brand?think makes people so enthusiastic about the brand?ReadingWarm up53第第4页页/共共51页页第五页，共52页。manipulate vt.
5、操纵操纵(cozng)e.g. They know how to manipulate your fear and uncertainty for their own benefit.Synonym: handleAre we being manipulated into buying brands?6ReadingText & Vocabulary第第5页页/共共51页页第六页，共52页。7premium n. 加付款；额外加付款；额外( wi)费用费用e.g. Even if customers want solutions, most are not willing to pay a p
6、remium for them.For that, consumers were prepared to pay a premium.ReadingText & Vocabulary第第6页页/共共51页页第七页，共52页。Consumers are now bombarded with choices.8ReadingText & Vocabularybombard vt. 向向大量提供大量提供(tgng)信息信息e.g. The other option is to bombard users with more ads, which might scare them away.第第7页页
7、/共共51页页第八页，共52页。They are “commercials veterans” experiencing up to 1,500 pitches a day.9commercial n. 商业广告商业广告e.g. Turn the channel there are too many commercials.ReadingText & Vocabulary第第8页页/共共51页页第九页，共52页。They are “commercials veterans” experiencing up to 1,500 pitches a day.10veteran n. 经验丰富的人经验
8、丰富的人e.g. He is a veteran of countless political campaigns.ReadingText & Vocabulary第第9页页/共共51页页第十页，共52页。Not only will they need to be a stamp of product quality and a promise of a more desirable lifestyle but they will also have to project an image of social responsibility.11project vt. 展现，确立展现，确立(qu
9、l)（形象）（形象）e.g. He just hasnt been able to project himself as the strong leader.ReadingText & Vocabulary第第10页页/共共51页页第十一页，共52页。Read the text and choose the best sentences to fill the gaps in the text.1Nearly half of all US college students have taken marketing courses and “know the enemy”.2However, b
10、rands of the future will have to stand for all of this and more.3A logo was a straightforward guarantee of quality and consistency, or it was a signal that a product was something new.A)_ B) _ C) _121ReadingComprehension312第第11页页/共共51页页第十二页，共52页。Read paragraph 3 again and decide whether the followin
11、g statements about branding in the past are true (T) or false (F). 1 It was relatively easy in the past to create a new brand. 2 Buying a branded product did not cost customers more. 3 The government closely controlled the branding of products. 4 A successful brand could bring enormous benefits to c
12、ompanies. 5 Strong brands stopped other companies from entering the market.TFFTT13ReadingComprehension2第第12页页/共共51页页第十三页，共52页。Choose the best words to complete the following sentences.1 Companies _ consumers into buying their products through advertising. A influence B manipulate C aspire2 Younger c
13、ustomers regularly _ from one brand to another. A brand B distract C switch3 Consumers nowadays are _ with advertisements and brand promotion information. A influenced B bombarded C filled4 The market has changed beyond _. A recognition B proportion C competition14ReadingVocabulary1BCBA第第13页页/共共51页页
14、第十四页，共52页。5 The new perfume range _ to the younger end of the market. A attracts B advertises C appeals6 The global economic situation is _ and major economies must lead the way in tackling problems. A optimistic B grim C unclear7 The company will have a product launch in the Chicago Trade Fair next
15、 month to _ their latest products. A offer B develop C showcase8 Understanding how to _ a professional image in the workplace is definitely crucial to a successful career. A project B set C protect15ReadingVocabularyCBCA第第14页页/共共51页页第十五页，共52页。Complete the passage with the following words.Saying “I d
16、o” to the marketersWhen young couples get married in the USA, they receive a gift bag marked “newlywed kit”.In a world of ever increasing 1) _ many companies are happy to use this new way to reach market. Corporate 2) _ say that certain points in life make people especially vulnerable（易受影响(yngxing)的
17、）to sales 3) _. Companies such as P&G have found this to be a very 4) _ way to target extremely profitable consumers such as young couples. US newlyweds spend an average of $70 billion in the first year of marriage. competitionmarketerspitcheseffective16ReadingVocabularycynical competition effective
18、 pitch customer marketer impress2第第15页页/共共51页页第十六页，共52页。One study shows that 67 per cent of women wear the same perfume they wore when they got married and a survey conducted by a brides magazine showed that after three years of marriage women were still 5) _ of the same stores they had shopped in b
19、efore the wedding. While the gift bags do appeal to a lot of young couples, others are a little less 6) _ . As one rather 7) _ young man said when he found an offer for a new chequebook in his gift bag, “Does this mean that marriage stands for financial worries? This stuff seems better suited for a
20、divorce kit!”17ReadingVocabularycustomersimpressedcynical第第16页页/共共51页页第十七页，共52页。The The author author suggests suggests people people today today are are more more cynical cynical about about and and less less responsive responsive to to advertisementsadvertisements. . Do Do you you agree? agree? Wh
21、at What do do you you think think influences influences young young peoples peoples buying buying decisionsdecisions? ?18ReadingSpeaking第第17页页/共共51页页第十八页，共52页。19BIZ knowledgeHave you ever heard “marketing mix” and “four Ps”?Give your comprehension of the four major factors of marketing: product, pri
22、ce, place, promotion.Warm-upMarketing mix第第18页页/共共51页页第十九页，共52页。Research the marketing campaign of a product / service you know and analyse the four Ps of it. Do you think the campaign is successful or not? Why?20BIZ knowledgeMarketing mix第第19页页/共共51页页第二十页，共52页。Listen Listen to to a a brand brand st
23、rategy strategy consultant consultant talking talking about about the the importance importance of of brands brands and and complete complete the the answers answers to to the the questionsquestions. .1 1Why Why do companies need to create do companies need to create brands?brands?Brand Brand is is
24、the the _ _ behind behind a a business, business, is is a a companys companys most most valuable valuable _, _, and and the the unmistakable unmistakable _ for _ for a companys products and services.a companys products and services.driving forceasset21Listening & SpeakingListening 11symbol第第20页页/共共5
25、1页页第二十一页，共52页。2 What 2 What are the five most important characteristics of a brand?are the five most important characteristics of a brand? Be Be _, _, not not be be easily easily _ _ with with competing competing brands.brands. Be Be easy easy to to _; _; complicated complicated _, _, too too many m
26、any _and sophisticated _ are out._and sophisticated _ are out. Be Be easy to easy to _ in _ in several languages.several languages. Fit Fit the the _ of _ of the product.the product. Communicate Communicate the the _ _ to to the the target target customer.customer.distinctiveconfused22Listening & Sp
27、eakingListening 1memoriseimagescoloursnamespronounceimageright emotional appeal第第21页页/共共51页页第二十二页，共52页。A successful brand appeals to peoples emotions and desires. Match the following slogans to the types of appeals. And then work in groups to talk about other advertisements that reflect the appeals.
28、 1 Dont leave home without it. (American Express) 2 Think Different. (Apple) 3 It keeps going and going and going. (Energizer) 4 Because Im worth it. (LOral) 5 The great American chocolate. (Hersheys) A patriotismB self-esteemC insecurityD originalityE value for money23Listening & SpeakingListening
29、12CDEBA第第22页页/共共51页页第二十三页，共52页。Listen Listen to to Amy Amy Masterson Masterson from from Internet Internet Plus, Plus, an an advertising advertising agency agency in in the the UK, UK, talking talking about about the the reasons reasons for for growth growth in in e-e-marketing and complete the foll
30、owing sentences.marketing and complete the following sentences.1 1The online audience is The online audience is _ and _ and getting getting _ every _ every yearyear. .2 2Mobile Mobile broadband broadband and and high-speed high-speed access access are are getting getting _, _, making making people p
31、eople connected connected even even when they are on the move.when they are on the move.3 3More More and and more more people people are are opting opting for for quality quality broadband broadband connections, connections, offering offering the the marketers marketers a a greater greater choice ch
32、oice of of _._.hugecheaper and cheapermedia24Listening & SpeakingListening 2bigger第第23页页/共共51页页第二十四页，共52页。4 4With With the the popularity popularity of of _, _, people people now now use use the the Internet Internet to to watch watch programmes programmes theyve theyve missed, missed, offering offe
33、ring advertisers _.advertisers _.5 5Internet Internet TV TV offers offers yet yet another another opening opening to to reach reach _._.6 6Social Social media media are are having having _ _ on on the the market and attract a huge youth audience.market and attract a huge youth audience.catch-up TVsp
34、ecific groups of consumersa massive impact25Listening & SpeakingListening 2more exposure第第24页页/共共51页页第二十五页，共52页。Culture at workCulture at workCareer skillsCareer skillsDilemma & DecisionDilemma & Decision213Do Business第第25页页/共共51页页第二十六页，共52页。When considering alternatives it is important to show the
35、degree of difference between them. By using quantifiers, we can show our preferences and argue for them more persuasively.The new design will cost slightly more but look a lot better.This shirt is a bit / slightly tighter than that one.I think this is by far the best alternative.Your phone is a lot
36、more / way more expensive than mine.27ReadingCareer skillsConsidering alternatives第26页/共51页第二十七页，共52页。Listen to several people from the companies talking about their jobs and complete the following table of quantifiers.28ReadingCareer skills1Considering alternativesMinor differenceMajor differencesl
37、ightlya bita little / a fewmuchonlyjustquiteratherreasonablysignificantlywaya lotby far第27页/共51页第二十八页，共52页。Which of the following cell phones would you choose to buy? Compare them in terms of price, style, reliability, function etc, using quantifiers you learn from the Career skills box.29ReadingCar
38、eer skills2Considering alternativesiPhoneMIHUAWEI第28页/共51页第二十九页，共52页。Some cultures believe that all statements should be honest, accurate, unemotional and not open to interpretation. Other cultures prefer to modify statements with understatement (eg somewhat, slightly) or exaggeration or even leave
39、the true meaning unsaid.30ReadingCulture at workFactual or vague第29页/共51页第三十页，共52页。31ReadingCulture at workFactual or vagueFactual culturesVague culturesAccuracyPrefer to give precise details: The train was 13 minutes late. Its 10.30.Prefer to give approximate details:The train was a bit late.Its ne
40、arly a quarter past 10.Use of modifiersDont use modifiers:The price is higher.Often use modifiers:The price is a little higher.Stating factsState the facts exactly:We wont make the deadline.Dont always state the facts exactly:We would have a slight problem meeting the deadline.第30页/共51页第三十一页，共52页。1
41、What is common in your culture?2 How might this difference cause misunderstandings in multicultural teams?32ReadingCulture at workFactual or vague第31页/共51页第三十二页，共52页。ReadingDilemma & DecisionDilemma: A scent of risk33What perfume and cosmetics companies do you know?Which brands do you prefer? Why?Wa
42、rm-up第32页/共51页第三十三页，共52页。Bellissima is an Italian perfume and cosmetics business. The company has a highly successful range of products in the luxury cosmetics market.It is planning to launch a new fragrance and extensive market research has produced detailed profiles of two potential target markets
43、 as described below. Bellissima now has to decide whether to expand its current market base or risk branching out and reaching a new client.Brief34ReadingDilemma & DecisionDilemma: A scent of risk第33页/共51页第三十四页，共52页。Profile AHigh-income women aged 25-30, who spend a high proportion of income on rest
44、aurants and theatre.Currently loyal to our cosmetics range but change perfume brands from time to time. They already have a positive image of our brand, so a relatively limited promotional campaign would be enough to create an awareness of the new product. They accept high prices for quality product
45、s.Packaging should be simple but elegant, using expensive materials in dark colours. The brand should appeal to a sense of ambition and superiority.Suggested brand names: Sophistication or Cool Elegance.Brief35ReadingDilemma & DecisionDilemma: A scent of risk第34页/共51页第三十五页，共52页。Profile BWomen aged 1
46、8-25, who like popular music, clothes, going out and dont mind paying high prices for quality or products that are “in fashion”.Currently dont use our brands; consider them slightly old-fashioned. We would need to spend a lot on promotion to attract this target group who are not high earners but spe
47、nd a high proportion of income on clothes and cosmetics.Packaging should represent a young, carefree lifestyle with a strong and rebellious personality. Regular packaging needs to be updated to keep up with fashion trends.Suggested brand names: Rebel Angel or She Devil.Brief36ReadingDilemma & Decisi
48、onDilemma: A scent of risk第35页/共51页第三十六页，共52页。Work in groups. Discuss the advantages of each profile and decide which option has more potential for Bellissima.Task 137ReadingDilemma & DecisionDilemma: A scent of risk第36页/共51页第三十七页，共52页。Now choose a brand name and plan your brand strategy. Consider t
49、he four Ps of the marketing mix.Present your concept and brand strategy to the class.Task 238ReadingDilemma & DecisionTask 3Dilemma: A scent of risk第37页/共51页第三十八页，共52页。 Writing guideWrite the minutes for the Marketing Director at Bellissima with a summary of your groups strategy.Write it up39Dilemma
50、 & DecisionDilemma: A scent of risk第38页/共51页第三十九页，共52页。Rosemary Weinberger is a brand consultant. Listen to her discussing the dilemma and find out which option she would choose.40ReadingDilemma & DecisionDecision第39页/共51页第四十页，共52页。At every business meeting someone is assigned to “take the minutes”.
51、 This person notes down all the important points made at the meeting and later writes up a clear summary of what was said and decided.It is generally agreed that the minutes should be sent within 24 hours to all the participants and anyone else affected by the content. This ensures that people stay
52、focused on the issues raised and keep future action points clear in their minds.Minutes are sent to make sure that things discussed at meetings actually get done.ReadingWriting guideMinutes41第40页/共51页第四十一页，共52页。When writing minutes, you should follow the standard format. The following different comp
53、onents should appear on the page:a subject and date of the meetingb list of participantsc summary of the chairpersons introductiond summary of opinions and suggestions exchangede action points decided upon, people assigned to each action and deadlines givenf date and time of next meetingReadingWriti
54、ng guide42LayoutMinutes第41页/共51页第四十二页，共52页。Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratul
55、ating the Production Department for meeting the usual output targets while finishing an additional order at the same time. She then announced that: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard to make the company more competitiv
56、e in the times of economic instability.ReadingWriting guide43Layouta subject and date of the meetingMinutes第42页/共51页第四十三页，共52页。Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Director (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project
57、Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Department for meeting the usual output targets while finishing an additional order at the same time. She then announced that: the new order had been renewed for a further ten months; she was con
58、fident that the team would continue to work hard to make the company more competitive in the times of economic instability.ReadingWriting guide44Layoutb list of participantsMinutes第43页/共51页第四十四页，共52页。Minutes of the Monthly Planning Production Meeting,Monday 1st MarchPresent: Ms Hawkins, Managing Dir
59、ector (Chairperson); Mr Palmer, Production Manager; Mr Flemming, Project Manager; Ms Littleton, Chief AdministratorMs Hawkins opened the meeting by congratulating the Production Department for meeting the usual output targets while finishing an additional order at the same time. She then announced t
60、hat: the new order had been renewed for a further ten months; she was confident that the team would continue to work hard to make the company more competitive in the times of economic instability.ReadingWriting guide45Layoutc summary of the chairpersons introductionMinutes第44页/共51页第四十五页，共52页。Mr Palm
61、er answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern about potential quality failure. She asked for a detailed r
62、eport outlining: present working methods; The report will enable her and the Finance Committee to consider the option of investing in more machinery.The following action points were decided upon: Ms Littleton will contact machine suppliers and draw up a list of the most competitive prices by the end
63、 of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide46Layoutd summary of opinions and suggestions exchangedMinutes第45页/共51页第四十六页，共52页。Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins
64、explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expressed concern about potential quality failure. She asked for a detailed report outlining: present working methods; The report will enable her and the Finance Committee to consider the option of investing
65、in more machinery.The following action points were decided upon: Ms Littleton will contact machine suppliers and draw up a list of the most competitive prices by the end of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide47Layoute action points decided upon, people assign
66、ed to each action and deadlines givenMinutes第46页/共51页第四十七页，共52页。Mr Palmer answered by saying it would be impossible to produce last months output every month, without increasing staff levels.Ms Hawkins explained that there were no present plans to recruit more workers.Ms Hawkins disagreed but expres
67、sed concern about potential quality failure. She asked for a detailed report outlining: present working methods; The report will enable her and the Finance Committee to consider the option of investing in more machinery.The following action points were decided upon: Ms Littleton will contact machine
68、 suppliers and draw up a list of the most competitive prices by the end of the week. Next meeting: 2nd April, in the main boardroomReadingWriting guide48Layoutf date and time of next meetingMinutes第47页/共51页第四十八页，共52页。The language style of minutes is quite formal.Sentences should be short, clear, con
69、cise and easy to read.It is important to summarise only the most important points, not include everything that was said.Long speeches made at meetings should be summed up, using bullet points for clarity.The minutes of even a long meeting shouldnt be longer than one page.Language and style49ReadingW
70、riting guideMinutes第48页/共51页第四十九页，共52页。Giving the list of participantsUse Present: followed by the listSummarising the chairpersons introductionMr / Ms X opened the meeting with the following points: (+ bullet points)Summarising a discussionMr X was the first to speak / react / contribute and put fo
71、rward the following ideas: Mr Y agreed / expressed approval and added: Ms Z disagreed and argued: Mr X expressed disapproval / concern and insisted: Useful phrasesReadingWriting guide50Minutes第49页/共51页第五十页，共52页。Summarising a discussionMs Z accepted that but defended her position on However, she conc
72、eded that Everyone agreed on Action points and deadlinesThe following action points were decided upon: Mr X will look into / research / draw up a list of / calculate / study by the end of next week.Mr Y will speak to before the 15th.Ms Z will come to the next meeting with Mr X will get back to / send a report to the Finance Committee within the next few days.Useful phrasesReadingWriting guide51Minutes第50页/共51页第五十一页，共52页。内容(nirng)总结会计学。premium n. 加付款(f kun)。veteran n. 经验丰富的人。project vt. 展现，确立（形象）。Dont use modifiers:。Minutes第五十二页，共52页。
