营销策略

Unit 6 Advertising and Marketing

Teaching objectives:

After studying this section, the students are required to

1.have a general idea of marketing and the elements of marketing;

2.understand the functions of marketing and the marketing mix;

3.know about the way of market segmenting and targeting.

Important points:

1.Let the students get the main idea of the text.

2.Let the students master the difficult words and expressions.

Difficult points:

1.How to improve the students’ reading skills;

2.How to lead the students’ to understand the meaning of marketing.

Teaching methods:

Pair/ group work or discussion

Teaching Procedures

Text A: Marketing Mix

Step I. Pre- reading (10 min)

First, I will take IBM as an example and ask the students to have a discussion on it.

(Discuss some information about IBM with the Ss to lead in. )

1.Can you recognize which company it is from the following website?

2.Can you name some of the household products of IBM?

3.Have you ever thought of why IBM could be so popular all of the world?

Step II. Reading (45min)

Let the Ss read Text A and answer the following questions:

1. What is Marketing Mix?

2. How can we define the process of marketing?

3. Can you give an example to describe the marketing process?

4. What are the four Ps?

5. How many different kinds of aspects dies the “product” refer to? ?

Read the text again and finish the following exercise.

Step III. Word Study.

1. marketing tactics 营销策略。

2. a cake mix 组合蛋糕。

3. artisist’s palette 艺术家的调色板。

4.the maeketer mixs the prime colours (mix elements) in different quelities to deliveraparticular fianl colour 营销者不等量地混合主要色彩（混合各种要素）以调出最终的特定色彩。

5.such as niforms , facilities,or livery 如制服、设施或工作服。

6. mixer of ingredient s

"调料师"。

7. subject to the internal and external constraints of the marketing environment 受内外部营销环境的限制。

8. in order to create perceived value and generate a positive response.

以便创造已预测的价值并产生积极回应。

9. tangible,physical products as well as servics

有形的实体产品以及服务。

10. suggested retail price

建议零咨价格。

11．volume discounts and wholesale pricing批量折扣优惠和批发定价。

12. price discrimination

价格分等。

13.market converage(inclusive,seective,or exclusive distribution)市场覆盖(总经销、局部分销或独家经销)。

14.order processing 订单制作。

15. promotional strategy(push,pull,etc) 促销策略（推促策略、前拉策略等）。Exercises

I ．Answer the following questions about Marketing Mix.

1. What is Marketing Mix?

2. How many ingredients does Marketing Mix include? What are they?

3. How many categories does Marketing Mix fall into?

4. When did Marketing Mix term become popular?

5. How many different kinds of aspects does the“product" refer to?

11 ．Notice the words commonly used but often confusing.

Fill in the blanks in the following sentences with suitable words given in the

，making changes if necessary.

financial pecuniary fiscal moneary

1. Many computer software corporations are experiencing ＿reverses.

2. He received thanks but no ＿compensation for his services.

3. The Secretary of the Treasury is the chief ＿officer of our government.

4. The basic unit of the United States is the dollar.

Text B: Market seletion

Today we are going to study unit 3 ---marker seletion. In today’s lesson, you are going to learn about market segmentation and market targeting.

After learning this text, you should be able to

1.have a general idea of market segmentation;

2. know about the way of market segmenting;

3. know about the way of market targeting.

Step I. Pre- reading (10 min)

I will show an example to you.

Are you faliliar with the logo----P&G?