Lead-in
2. Spot Dictation
Marketing sometimes can cause lots of jokes. Listen to the four stories about mistakes in advertising and fill in the blanks with the missing information.
2. An American T- shirt _m_a_k_e_r_ in Miami printed shirts for the Spanish market which _p_ro_m__o_t_e_d_ the Pope’s visit. Instead of “I saw the Pope”(el papa), the shirts read “I saw the _p_o_ta_t_o_”(la papa).
（专业篇Ⅰ） 第五版
总主编 刘杰英 主 编 王洗薇 孙雪梅 审 校 Chuck Thode
Unit 1 Marketing
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. The core of the marketing concept is the understanding of your customers and their importance to your business. To use the marketing concept, businesses should:
1. Listening
In this conversation, Simon, the owner of an ice cream manufacturing company, is talking with his marketing manager, Helen. Listen to it and choose the best answer to each question.
5. How will they carry out the main promotion?
A. Makingg new shops across the country.
C. The plan has not been finalized yet.
Unit 1 Marketing
• Find out the needs of potential customers (Market Research); • Analyze these needs in relation to your own capabilities (Market Strategy); • Focus on a market you can serve best (Segmentation); • Determine how to satisfy the needs of your target market (Market Mix).
Unit 1 Marketing
CONTENTS
Lead-in Text B Translation Skills Knowledge Links
Text A Real Life Practice Practical Writing Time for Fun
Unit 1 Marketing
Lead-in
A. No other company sells ice cream with 5 flavors.
B. Other companies are weak.
C. They are the only one company that sells ice cream sandwiches with 5 flavors.
4. How will the new ice cream sandwich be priced?
A. 20% higher than their chocolate.
B. 40% higher than their ice cream bar.
C. 20% higher than their chocolate-covered ice cream bar.
1. When Gerber started selling baby food in _A_f_r_ic_a_, they used the same _p_a_c_ka_g_i_n_g_ as in the US with the beautiful white-skin baby on the _la_b_e_l. Later they learned that in Africa companies always put _p_ic_t_u_r_e_s on the label of what’s inside since most people can’t read．
2. What is the main strength of their products?
A. The high quality.
B. The analyzing process.
C. The production strength.
3. What is the good marketing opportunity for the ice cream sandwiches?
1. What are they talking about?
A. The production process of their new ice cream sandwiches.
B. The marketing plan for their new products.
C. The market share of their ice cream products.