新职业英语市场营销英语Unit2 product

Unit2Proudct市场营销英语EnglishforSalesandMarketing-2-2020/2/8ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2020/2/8Warming-upActivityWarming-upActivityTask2Warming-upActivityTask1-4-2020/2/8Warming-up:Task1»Theelementsmayincludequality,price,after-salesservice,appearance,function,etc.-5-2020/2/8Warming-up:Task2-6-2020/2/8ReadingActivityAReadingA:Task4ReadingA:Task3ReadingA:Task2ReadingA:Task1Forbackgroundinformation,clickHERE.ReadingAReadingATheProductLifeCycleEachproducthasitsownlifecycle.Itwillbe“born”,itwill“develop”,itwill“growold”and,eventually,itwill“die”.Thelifecycleofaproductshowshowsalesoftheproductchangeovertime.Kellogg’sNutri-Grainbarwasoriginallydesignedtomeettheneedsofbusypeoplewhohadmissedbreakfast.Itaimedtoprovideahealthycerealbreakfastinaportableandconvenientformat.Itslifecycleisasfollows:1.IntroductionManyproductsdowellwhentheyarefirstlaunchedonthemarketandNutri-Grainwasnoexception.Fromitslaunchin1997itwasimmediatelysuccessful,gainingalmost50%shareofthegrowingcerealbarmarketinjusttwoyears.-7-2020/2/8声音翻译ReadingA2.GrowthNutri-Grain’ssalessteadilyincreasedastheproductwaspromotedandbecamewell-known.Itmaintainedgrowthinsalesuntil2002throughexpandingtheoriginalproductbydevelopingnewflavorsandformats.Thiswasgoodforthebusinessbecauseproductioncosts,suchasthecostofnewmachinesorequipment,didnotincrease.ThemarketpositionofNutri-Grainalsosubtlychangedfroma“missedbreakfast”producttoan“all-day”healthysnack.-8-2020/2/8翻译声音ReadingA3.MaturitySuccessfulproductsattractcompetitionfromotherbusinesseswhichstartsellingsimilarproducts.Thisisthethirdstageofthelifecycle—maturity.Thisisatimeofmaximumprofitability,whenprofitscanbeusedtocontinuetobuildthebrand.However,competingbrandsfrombothKellogg’sitselfandothermanufacturersslowedNutri-Grain’ssalesandchippedawayatitsmarketposition.Notallproductsfollowthesestagespreciselyandthetimeperiodsforeachstagewillvarywidely.Growth,forexample,maytakeplaceoverafewmonthsor,asinthecaseofNutri-Grain,overseveralyears.-9-2020/2/8翻译声音ReadingA4.DeclineClearly,atthispoint,Kellogg’shadtomakeakeybusinessdecision.Saleswerefalling;theproductwasindeclineandlosingitsmarketshare.ShouldKellogg’slettheproduct“die”,orshouldittrytoextenditslife?-10-2020/2/8翻译声音-11-2020/2/8ReadingA:Task1Lookatthefollowingcurvewhichshowsthechangesofsalesvolumeofaproductatitsdifferentstages—Introduction,Growth,Maturity,andDecline.Pleasemarkeachstageonthecurve.A.IntroductionB.GrowthC.MaturityD.Decline-12-2020/2/8ReadingA:Task2»1.dowell»2.steadilyincreased»3.continuetobuildthebrand»4.werefalling»5.wasindecline»6.itsmarketshare-13-2020/2/8ReadingA:Task3»1.T2.F3.F4.T5.F-14-2020/2/8ReadingA:Task4»(Openanswer)-15-2020/2/8ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-16-2020/2/8Listeningtask1»1.Salesoftheproducts.»2.Competition.»3.8%.»4.NextWednesday.»5.Howtheyhavemanagedtoseizesuchabigpercentageofthemarketsoquickly.-17-2020/2/8Listeningtask2»1.Salesoftheproducts.»2.Competition.»3.8%.»4.NextWednesday.»5.Howtheyhavemanagedtoseizesuchabigpercentageofthemarketsoquickly.-18-2020/2/8Listeningtask3»1.C»2.B»3.A»4.B»5.C-19-2020/2/8Listeningtask4»1.F»2.T»3.F»4.F»5.T-20-2020/2/8Listeningtask51.A2.A3.B4.A,B-21-2020/2/8SpeakingActivitiesSpeakingTask4SpeakingTask3SpeakingTask2SpeakingTask1-22-2020/2/8Speakingtask1»SampleA:Howaboutthesalesofournewproductthesedays?B:It’sdeclining.A:What’sthemainproblem?B:Ithinkthemajorproblemisthatthesalespromotionisnoteffective.A:Iwanttohaveameetingtodiscussit.B:OK,Iwillarrangeit.-23-2020/2/8Speakingtask2»SampleA:Goodmorning,Madam.IsthereanythingIcandoforyou?B:Goodmorning.I’dliketobuyadesktopvacuum.A:Wouldyouliketohavealookatourvacuumhere?B:Yes,thankyou.Well,thisonelooksverynice.Canyoutellmeaboutthistype?A:Yes,ofcourse.Thismodelisourlatestproduct.Itwaslaunchedthisspring.Asyoucansee,ithasaroundshape.Comparedwithourotherproducts,itissmallerinsizeandlighterinweight.B:Whatcolordoesthistypehave?A:Red,purpleandwhite.-24-2020/2/8Speakingtask3»SampleA:Thesurveyshowsthat68%consumersarenotsatisfiedwithourafter-salesservice.B:Ithinkwe’dbetteridentifythespecificreasons.A:Iagreewithyou.B:Thenwhatshouldwedo?A:Iwanttohaveameetingtodiscussit.B:I’llarrangeit.-25-2020/2/8Speakingtask4»SampleAllright,we’vefinishedtheagenda,andwe’vealreadyknownwhatweshoulddonext.Tina,pleasesummarizeoursuggestionsaboutproductmodifications.Bob,pleasecommunicatewithtechnicaldepartment.We’llhaveameetingnextMonday.Thankyouallagain.-26-2020/2/8ReadingActivityBReadingB:Task3ReadingB:Task2ReadingB:Task1ReadingBReadingBTheFailureofNewCoke»Coca-Colaisresponsibleforoneofthebiggestblundersinmarketing—NewCoke.NewCokewasdevelopedbecauseofblindtastingtests.Conductedin1985,itwasfoundthatpeoplepreferredPepsitoCoke.TherevelationwasstartlingandCoca-ColadecidedthatitwastimetochangetheirformulatomakeitsweeterandmorelikePepsi.Aftermonthsoftweakingtheformula,doingblindtastingtests,researchingandchangingtheirpackaging,NewCokewaslaunched.»Spendingmillionsofdollarsandextensivelymeasur