市场营销英语unit1_market_survey_and_analy.ppt

Unit 1 Market Survey and Analysis,市场营销英语 English for Sales and Marketing,- 2 -,2019/1/16,Contents,Warming-up,Reading A,Listening,Reading B,Writing,Project,Vocabulary and Structure,Speaking,,,,,,,,,- 3 -,2019/1/16,Warming-up Activity,,,,- 4 -,2019/1/16,Warming-up: Task 1,1. c 2. a 3. e 4. b 5. d 6. f,- 5 -,2019/1/16,Warming-up: Task 2,1. D 2. B 3. C 4. A,- 6 -,2019/1/16,Reading Activity A,,For background information, click HERE.,,,,,Reading A,Tier Tale: How Marketers Classify Cities in China Unilever’s Lipton Milk Tea is a rare success story in China for marketers trying to move beyond the three first-tier cities: Beijing, Shanghai and Guangzhou which are home to China’s most well-heeled consumers. Unilever has done a great job with Lipton, especially in terms of classifying cities in China. When marketers enter China, they typically evaluate the country’s cities, giving each locale a tier designation—most advertisers use a four- or five-tier system, although one marketer actually has ten classification levels. A city is assigned to a tier based on the size, purchasing habits, disposable income of its population and so on.,- 7 -,2019/1/16,声音,翻译,Reading A,Tier one is reserved for Beijing, Shanghai, Guangzhou and sometimes Shenzhen. Tier two has about 30 cities, mostly provincial capitals that have a population of more than 5 million people. Tier three has about 150 county capitals, each of which has more than 1 million people. Tier four covers thousands of towns ranging in size from 100,000 to 1 million people, and tier five includes China’s smallest towns and villages. Even within this general framework, marketers segment China in different ways. Anta, one of China’s leading sportswear brands, segments the country into 10 tiers for its retail outlets based on the price of real estate in each town. So Dalian, a seaside resort, ranks as a first-tier city for Anta but would be considered to be the second tier by most marketers.,- 8 -,2019/1/16,翻译,Reading A,So we can see that the classification of cities varies depending on a company’s products and goals. Everyone has a different understanding of the tiers and there are often great rewards to be gained in lower-tier cities. Lenovo, for instance, is wrapping up a year-long road show that visited 1,000 fourth- and fifth-tier cities and towns. Those areas accounted for much of the company’s double-digit growth in China during the past year, despite ongoing price wars with local rivals. Consumers in cities such as Hangzhou, Shenzhen and Dongguan often have greater spending power than Shanghainese or Beijingers because of their lower cost of living. While that trend lets luxury marketers like Louis Vuitton open profitable shops in a dozen second-tier cities, smaller cities remain an enormous challenge for mass-market brands.,- 9 -,2019/1/16,翻译,- 10 -,2019/1/16,Reading A: Task 1,Before reading the passage, discuss with your partners what are the criteria used by a marketer to classify cities in China.,Population, purchasing power, disposable income, the price of real estate, purchasing habits, transportation, economic growth, economic output, geography, etc.,- 11 -,2019/1/16,Reading A: Task 2,Because Lipton Milk Tea moved beyond the first-tire cities. They often evaluate cities and assign them to different tiers according to such criteria as size, purchasing habits and disposable income of population. Four. Beijing, Shanghai, Guangzhou and sometimes Shenzhen. Because their companies may have different products and goals. Because there are great rewards to be gained in those areas.,- 12 -,2019/1/16,Reading A: Task 3,1. F 2. F 3. F 4. F 5. F,- 13 -,2019/1/16,Reading A: Task 4,(Open answer),- 14 -,2019/1/16,Listening Activities,,,,,,,- 15 -,2019/1/16,Listening task 1,1. B 2. A 3. C 4. C,- 16 -,2019/1/16,Listening task 2,Two years. It’s particularly suitable for washing woolen and silk garments. She likes very much. She thinks it’s amazing. The price. Because it’s a bit expensive.,- 17 -,2019/1/16,Listening task 3,1. F 2. F 3. T 4. F 5. F,- 18 -,2019/1/16,Listening task 4,market survey,feedback,prepared to try it.,potential,shelf space,- 19 -,2019/1/16,Listening task 5,1. distribution 2. feasible 3. thorough 4. spelling,- 20 -,2019/1/16,Speaking Activities,,,,,,- 21 -,2019/1/16,Speaking task 1,A: I wonder if you could help me with this problem. B: Yes, certainly. A: Thanks. That would be a great help for me.,- 22 -,2019/1/16,Speaking task 2,Sample A: What kind of clothes do you usually like to buy? B: I like to buy jeans because they are never out of fashion. A: What brands do you usually choose? B: Well, I usually choose Kappa and Nike.,- 23 -,2019/1/16,Speaking task 3,Good morning, everybody. The purpose of this survey is to identify students’ clothes buying habits. 40 students were questioned about the brand, style, material and price they would take into account when buying clothing. 30 students responded that they would choose no-brand clothes due t。