单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,Unit 3,Marketing,Supplementary Reading,CONTENTS,Teaching Aims,Text A,Text B,Teaching Aims,After studying this unit,you are required to:,1.Have a general idea of what marketing is about.,2.Understand what the online marketing is and its function.,3.Understand how the marking mix-“4P works.,4.Master the difficult words and expressions.,Text A,Supporting Offline Campaign Launches With Online Marketing,Text A Warming-up,As the US online audience begins to see the last of the unconnected users begin serious uptake,and many formerly light and medium users move to a persistent connection,a full integration of Internet marketing into all marketing becomes increasingly critical.,A few key guidelines when attempting to use the Internet channel to launch new products:,1.Web sites should be an extension of product packaging.,2.Web sites should be lifestyle destinations.,3.Promotions Engage Customers.,4.2-way communication is essential.,5.Encourage trial with online coupons.,6.Encourage Word-of-Mouth.,7.Plan for channel-appropriate and holistic measurement.,Translation,1.light and medium users,2.In-store promotions,3.mass advertising,4.brand manager,5.feature story,6.,营销手法,7.,营销组合,8.,线下和网上营销活动,9.,推出新产品,10.,产品包装,1.中小型用户,2.店内促销,3.群众广告,4.品牌经理,5.新闻特写；专题报道,6.marketing tactic,7.marketing mix,8.offline and online marketing campaign,9.launch new products,10.product packaging,NOTES,1.Air Transport World(ATW),：,a monthly trade magazine covering the airline industry.They also provide an online version()with daily air transport news.The publication covers airline operations,market conditions,management,and related issues.Each year,it publishes a World Airline Report covering the state of the industry,and selects an Airline of the Year on the basis of operational excellence.,2.The Daily Star,：,a newspaper published in Oneonta,New York,United States.,3.The RHS Chelsea Flower Show,:officially the Great Spring Show,1 is a garden show held each year on five days in May by the Royal Horticultural Society(RHS)in the grounds of the Royal Hospital Chelsea in Chelsea,London.It is the most famous such show in the United Kingdom,perhaps the most famous gardening event in the world1 and part of Londons summer social season.Popular parts of the Chelsea Flower Show include the show gardens designed by leading names and the centrepiece of the floral marquee.,Reading Comprehension,Read the following sentences and decide whether they are true,(,T)or false,(,F),1.There is less to integrated marketing than just repeating the same message in different channels.(),F,2.Web sites should be an extension of product packaging.(),T,3.The challenge in effectively making your site an extension of packaging is finding innovative ways to drive consumers to your web site.(),T,4.If your target audience is heavy online media users you should consider creating an offline promotion,such as a sweepstakes to break through a crowded market when launching a new product.(),F,5.When launching a new product,using online coupons as a purchase incentive has been very effective for many CPG companies.(),T,Text A Words&Expressions,persistent,adj.,固执的，坚持的；持久稳固的,The success in any sphere of human activity is often attributed to intense interest plus,persistent,efforts.,人类任何活动领域的成功都常常被归因于强烈的兴趣和不懈的努力。,forthcoming,adj.,即将来临的,He manages his partys target-seats campaign for the,forthcoming,election.,他负责即将到来的选举中针对目标席位的竞选活动。,solicit,vt.,征求；招揽；请求；乞求,vi.,征求；招揽；恳求；请求,We should often,solicit,opinions from the masses.,我们应该经常征求群众意见。,coupon,n.,息票；赠券；联票；配给券,This,coupon,entitles you to a free lunch.,凭此券你可免费吃一顿午餐。,compelling,adj.,引人注目的；强制的；激发兴趣的,Compelling,evidence certainly indicates that human beings are sometimes able to withstand several hours without oxygen.,有强烈的证据明白指出，人类有时候是可以在无氧下维持好几个小时的。,holistic,adj.,整体的；全盘的,It is,holistic,and deals with changes in attitudes,behaviors,emotions,and spirituality.,它能够造成一个人在态度、行为、情绪及精神上的全面改变。,TEXT A,Assignment,Finish the,rest of,exercises,of Text A,Preview Text B,Text B,Business planning-Marketing planning,Text B Warming-up,What should you think about when you plan your business?,Or how many steps should you do when marketing,?,Step 1-Market research,Step 2-Marketing mix,Step 3-Marketing tools,Step 1-Market research,Looking at the market,Looking at the product,Competitors,desk research(or secondary research),field research(primary research).,Price,Product,Promotion,Place(Distribution),Step 2-Marking mix:4Ps,1,1,2,3,4,Step 3-Marketing tools,Above the line promotion,medium-Trade journals,Digest,Newspapers and magazines,Cinema,Radio,Direct mail,Television,Sales promotions/discount schemes,Exhibitions/trade fairs,Personal selling,NOTES,1.Campbell Soup Company(NYSE:CPB),also known as Campbells,is a well-known American producer of canned soups and related products.Campbells products are sold in 120 countries around the world.It is headquartered3 in Camden,New Jersey.Campbells divides itself into three divisions the Simp