剑桥商务英语中级第二版10a marketing disasters

剑桥商务英语

Unit 10a Marketing disastersI. The marketing mixRelated background knowledge 1. What is the marketing mix? The marketing mix is referred to the four Ps of marketing controlled by a company. The four Ps are product, place, promotion and price.

剑桥商务英语

Unit 10a Marketing disastersProduct: Choosing the right product with the appropriate positioning in the market (upmarket / downmarket etc.).Place : The distribution channels used.

剑桥商务英语

Unit 10a Marketing disastersPromotion: Probably, the company will seek to differentiate its product in some way and will need to promote it through advertising, PR or special promotions. Price: The price must correspond with the positioning in the market, demand, the maturity of the product etc.

剑桥商务英语

Unit 10a Marketing disasters2. The brief introduction about the structure of English advertisementNon-letter part: 包括与视觉效果相关的插图 (illustration),色彩(color),外缘(decorative border)和版面设计(layout)等要素。

剑桥商务英语

Unit 10a Marketing disastersLetter part: 有标题(headline),正文(body copy),口号(slogan)和附文(supplementary items)等部分组成，但有时各部分可独立出现。

剑桥商务英语

Unit 10a Marketing disastersHeadline: 一般简明扼要，别出心裁，意在吸引 消费者的注意，激发购买欲望。(Solaris Holidays, solaris is eye-catching, implying that the holiday is associated with sun and sunbathing, which gives people a feeling of warmth, relaxation and comfort.)

剑桥商务英语

Unit 10a Marketing disastersBody copy: 是广告最重要的组成部分。正文用 来解说和正是在标题中所作的许诺，阐述商品的优 越性及其有别于其他同类商品的某些特点，以激励 消费者丛速购买。

(it provides a list of specific holiday locations for choice )

剑桥商务英语

Unit 10a Marketing disastersSlogan: 是广告中的主题语，即用十分精炼的 语句概括出一则广告的主题，起到加深印象和宣 传鼓动作用，同时也体现商品和企业的形象。

(the freedom to be…it opens the imagination of readers with ellipsis)

剑桥商务英语

Unit 10a Marketing disasters附文Supplementary items: 包括商标(trade mark),商品名称(name of commodity)公司或 厂家的视觉标记(visual symbols),公司地址， 电话和商品价格等

(provide tel. number and website)

剑桥商务英语

Unit 10a Marketing disastersSpeaking 1How would the four Ps of marketing- Product, Place, Promotion and Price apply to the product SOLARIS HOLIDAYS?

剑桥商务英语

Unit 10a Marketing disastersProduct: holiday is the sun, take a mild sun-bath, for well-off people, get away from the crowded resorts ( the freedom to be…)阳光假日，晒日光浴，适合经济富裕的顾客，远 离拥挤的旅游胜地

剑桥商务英语

Unit 10a Marketing disastersSomeone who is well-off is rich enough to be able to do and buy most of the things that they want 手头宽裕的e.g. children from well-off families

剑桥商务英语

Unit 10a Marketing disastersresort n. popular holi

day centre 度假胜地

e.g. seaside, skiing, health, etc resorts 海滨﹑ 滑雪﹑ 休养等度假胜地

… is a leading south coast resort. …是南部地区最着名的海滨胜地.

剑桥商务英语

Unit 10a Marketing disastersPrice: upmarket, comparatively expensive高档商品，价格相 对昂贵 Promotion: use the internet, brochures ot mailshots, etc, to promote the product. 互联网，宣传手册，邮寄广告等Place:use travel agents or deal with customers directly (the website address and the tel number are provided) 通过旅行社或直接接待顾客的途径

剑桥商务英语

Unit 10a Marketing disastersSuggested answer Product : Holidays in the sun. Aimed at young, welloff people who are looking to get away from crowded resorts full of children Place: The company may use travel agents or may deal with customers directly ( the phone number and Internet site are given in the advertisement.)

剑桥商务英语

Unit 10a Marketing disastersPromotion: Advertisements similar to the one shown ( perhaps in Sunday magazines and / or upmarket monthly magazines.) The company probably sends brochures to anyone on their database who has ever made an enquiry. It can be clearly seen from the advert than the company uses the Internet. The company may also buy lists of names of customers with a target profile from other companies to use in mailshots. Price: Upmarket – not cheap.