文档介绍：UNIT 10A Marketing Disasters 营销失败
Objectives:
Ss learn to talk about marketing
Ss practise reading for specific information and
asking for information
Ss review conditional clause and other ways of
expressing hindsight
单元学习重点:
学会用所学表达法, 就“营销”这一话题进行讨论与口头
陈述,如营销组合、营销失败的原因、经验教训等.
学会在阅读案例的过程中针对问题寻找具体信息。阅读
后能自己组织语言复述案例并进行解释。
复习条件句及表达悔悟的其他方法
UNIT 10A Marketing Disasters 营销失败
Activities 课堂活动与意图
EX1: Building Vocabulary 构建词汇
(强调词的搭配与运用)
EX 2: Reading 阅读练习
(掌握阅读技巧, 先看问题及选项然后在文中找信息)
EX 3:Listening 听力练习
(熟悉有关营销失败教训等话题的表达)
EX 4: Speaking 口语练习
(总结营销失败的经验教训,运用条件句表达)
UNIT 10A Marketing Disasters 营销失败
Background introduction: the four Ps of
marketing ( 背景知识介绍:营销组合)
1) Product: choosing the right product with the
appropriate positioning in the market
2) Place: the distribution channel used
3) Promotion: pany will seek to differentiate
its product in some way and will need to promote
it— through advertising, PR or special
promotions.
4) Price: the price must correspond with the
positioning in the market, demand, the maturity of
the product etc.
UNIT 10A Marketing Disasters 营销失败
练习一 Building Vocabulary 构建词汇
marketing 营销
marketing mix 营销组合
up-market 高端市场,高档消费的
down-market 低端市场,低档消费的
position a product 产品定位
promotion gift 促销礼品
distribution channel 分销渠道
UNIT 10A Marketing Disasters 营销失败
练习一 Building Vocabulary 构建词汇
product differentiation 产品差异化
rival 竞争者,对手
run petition 举行竞赛
top-of-the-range 上等的
win (market share) 赢得市场份额
withdraw a product 撤回某种产品
UNIT 10A Marketing Disasters 营销失败
练习一 Building Vocabulary 构建词汇
clue 线索
coincide with 与…相符
confectionery 糖果
conservatory 温室,暖房
flawed 有缺陷的
go into liquidation 停业清理,破产
UNIT 10A Marketing Disasters 营销失败
练习一 Building Vocabulary 构建词汇
hoover 电动吸尘器
with hindsight 事后才……
complimentary 免费赠送的
undercut 削弱(地位、势力)
catchy slogan 引人注目的标语
re-launch 重新上市
UNIT 10A Marketing Disasters 营销失败
练习二 Reading 阅读练习 P131-132
Ss read the seve