市场营销英语Unit1 Market Survey and analysis课件

Unit1MarketSurveyandAnalysis
市场营销英语
EnglishforSalesandMarketing
Unit1MarketSurveyandAnal
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Contents
Warming-up
ReadingA
Listening
ReadingB
Writing
Project
VocabularyandStructure
Speaking
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Warming-upActivity
Warming-upActivityTask2
Warming-upActivityTask1
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Warming-up:Task1
1.c2.a3.e4.b5.d6.f
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Warming-up:Task2
1.D 2.B 3.C 4.A
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ReadingActivityA
ReadingA:Task4
ReadingA:Task3
ReadingA:Task2
ReadingA:Task1
Forbackgroundinformation,clickHERE.
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ReadingA
TierTale:HowMarketersClassifyCitiesinChina
Unilever’sLiptonMilkTeaisararesuccessstoryinChinaformarketerstryingtomovebeyondthethreefirst-tiercities:Beijing,ShanghaiandGuangzhouwhicharehometoChina’smostwell-heeledconsumers.
UnileverhasdoneagreatjobwithLipton,especiallyintermsofclassifyingcitiesinChina.WhenmarketernterChina,theytypicallyevaluatethecountry’scities,givingeachlocaleatierdesignation—mostadvertirsuafour-orfive-tiersystem,althoughonemarketeractuallyhastenclassificationlevels.Acityisassignedtoatierbadonthesize,purchasinghabits,disposableincomeofitspopulationandsoon.
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声音
翻译
ReadingATierTale:HowMark
ReadingA
TieroneisrervedforBeijing,Shanghai,GuangzhouandsometimesShenzhen.Tiertwohasabout30cities,mostlyprovincialcapitalsthathaveapopulationofmorethan5millionpeople.Tierthreehasabout150countycapitals,eachofwhichhasmorethan1millionpeople.Tierfourcoversthousandsoftownsranginginsizefrom100,000to1millionpeople,andtierfiveincludesChina’ssmallesttownsandvillages.
Evenwithinthisgeneralframework,marketersgmentChinaindifferentways.Anta,oneofChina’sleadingsportswearbrands,gmentsthecountryinto10tiersforitsretailoutletsbadonthepriceofrealestateineachtown.SoDalian,aasideresort,ranksasafirst-tiercityforAntabutwouldbeconsideredtobethecondtierbymostmarketers.
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翻译
ReadingATieroneisrerved
ReadingA
Sowecanethattheclassificationofcitiesvariesdependingonacompany’sproductsandgoals.Everyonehasadifferentunderstandingofthetiersandthereareoftengreatrewardstobegainedinlower-tiercities.Lenovo,forinstance,iswrappingupayear-longroadshowthatvisited1,000fourth-andfifth-tiercitiesandtowns.Thoareasaccountedformuchofthecompany’sdouble-digitgrowthinChinaduringthepastyear,despiteongoingpricewarswithlocalrivals.
ConsumersincitiessuchasHangzhou,ShenzhenandDongguanoftenhavegreaterspendingpowerthanShanghaineorBeijingersbecauoftheirlowercostofliving.WhilethattrendletsluxurymarketerslikeLouisVuittonopenprofitableshopsinadozencond-tiercities,smallercitiesremainanenormouschallengeformass-marketbrands.
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翻译
ReadingASowecanethatth
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ReadingA:Task1
Beforereadingthepassage,discusswithyourpartnerswhatarethecriteriaudbyamarketertoclassifycitiesinChina.
Population,purchasingpower,disposableincome,thepriceofrealestate,purchasinghabits,transportation,economicgrowth,economicoutput,geography,etc.
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