旅游英语第08章.ppt
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旅游英语第08章.ppt
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Unit8PromotionPartIListeningandSpeakingvPassage1NewWords&Expressionsvitaladj.marketingmixdirectsalecost-effectivedigitaladj.tradeexhibitiontargetmarketmarketingobjectivebrandimagecustomerrelations重要的营销组合直销具有成本效益的,划算的数字的行业展示会,展览会目标市场营销目标品牌形象顾客关系vPassage2NewWords&Expressionspromotionmixingredientn.outcomen.integratev.publicrelationpersonalsellingsponsorshipn.buy-one-get-one-freebonuspointstickern.freesamplecouponn.促销组合成分,组成结果使成一体,使结合公共关系个人销售赞助买一赠一奖励点数(背面有粘胶的)票,标签免费样品赠券,减价优待券vReferencesPositiveNegativeIwassoexcitedwhenIIfeltsoluckywhenIIpreferfreesamples,becauseTherearetoomanykindsofpromotionactivities,whichleaveshoppersstaggeringdownaislesinsensoryoverload.Somepromotionactivitiesarenotwelldesigned,whichconfusethecustomers.Couponsarealessandlessefficientwaytodrewnewcustomers.Theredemptionratesaregettingdown.Ithinktheenterprisesmayputtheirmoneyintolowerpricesandotherpromotionssuchassamplingandin-storedemonstrations.vTreasureBoxmixn.组合v.混合,调(色)Acompanystotalmarketingcommunicationsmixisalsocalleditspromotion.一个公司的营销传播组合也叫做促销。
Ifyoumixblueandyellowyoumakegreen.蓝色和黄色调在一起就是绿色了。
mixturen.混合物Greenisamixtureofblueandyellow.绿色是蓝色和黄色的混合。
mixupwith把看作和来往WangLimixedherupwithhersister.王莉把她和她姐姐搞混了。
Hisfatheraskedhimnottogetmixedupwiththestudentsthatalwaysbreakschoolrules.他父亲让他不要和那些老是破坏校规的学生来往。
brandn.品牌Howwelldoyouthinkthiswashingpowderstacksupagainstyourusualbrand?
这种洗衣粉跟你常用的那种比怎么样?
Hehashisownbrandofhumor.他有他独特的幽默感。
meansn.方法,手段Itsbynomeanscertain.完全不能肯定。
bymeansof用,依靠Nowwecancrosstheavenuebymeansofanoverpass.我们现在可以通过一个过街桥过这个马路了。
vDialogNewWords&ExpressionsvTreasureBoxnaturalreserveecologicaltourismtouristscenicspotmarketprospectsourceofvisitorshigh-endtourreceptioncenterholidayvillage自然保护区生态旅游旅游景点市场前景客源高端旅游接待中心度假村circularadj.环形的,循环的(可数、不可数)Beijinghasacircularbusroute.北京有环线公交。
n.通知,通告,传阅的文件Forseveralyearsthenumber1circularoftheCPCfocusedontheagriculturalissues.近年来中央一号通知文件都在关注农业问题。
circulationn.流通,发行量DoyouknowwhentheEurowasputintocirculation?
你知道欧元是什么时候发行的吗?
BeijingEveningNewshasaverylargecirculation.北京晚报的发行量很大。
correspondingadj.一致,相当的VisitorsfromChengduanditscorrespondingdirectioncangettoTangjiahethroughJiuzhaigoucircularline.来自成都和同一方向的旅游者可以通过九寨沟的环形线到唐家河。
Salesinthisperiodare20percentabovethatofthecorrespondingperiodlastyear.这一阶段的销售比去年同期高出20%。
correspondv.相当于,等于,符合,相一致,通信Thewingofabirdcorrespondstothearmofaman.鸟的翅膀相当于人的手臂。
Hisparentsbelievethisjobcorrespondswithhisinterests.他的父母认为这个工作符合他的兴趣。
Theycorrespondedformanyyearsbeforetheymet.他们通信很多年后才见面。
PartIIReadingvTextANewWords&Expressionsstart-upn.businessplannumericaladj.succinctlyadj.fragmentedadj.homedeliveryservicepersonalshoppertakeoutrestaurantdifferentiatev.warehousestoredemographicsn.followern.introvertedadj.extrovertedadj.logon.公司,企业商业计划数字的,以数字表示的简洁地,简便地不完整的送货到家服务代客购物者外卖餐馆使有差异、区别批发店,仓储式大型零售店人口特征统计跟随者(性格)内向的,不爱交际的外向的标识CreatingaMarketingPlanDesignaRoadMaptoGuideYourMarketingCampaignampaignEverystart-upventureneedsabusinessplan,yetmanyentrepreneursdontrealizeamarketingplanisequallyvital.Unlikeabusinessplan,themarketingplanfocusesonthecustomers.Amarketingplanincludesnumbers,factsandobjectives,butitisnotprimarilynumerical;itisstrategic.Itisyourplanofactionwhatyouwillsell,towhomyouwillsellitandhowoften,atwhatprice,andhowyouwillgettheproducttothebuyer.Heresacloserlookatputtingtogetheramarketingplanthatworks.StepOne:
Defineyourproduct.Thefirstpartofthemarketingplandefinesyourproductorserviceanditsfeaturesandbenefitsindetail,thenshowshowitisdifferentfromthecompetitions.Themoreclearlyandsuccinctlyyoudescribeyourproductinyourmarketingplan,thebetteryoullcommunicatewithyourtargetcustomer.Marketsandproductshavebecomeextremelyfragmented.Therearehundredsofspecial-interestmagazines,forexample,eachtargetedtoaveryspecificmarketsegment.Itsthesamewithrestaurants,carsandretailclothingstores,justtonameafewindustries.Positioningyourproductcompetitivelyenquiresanunderstandingofthisfragmentedmarket.Notonlymustyoubeabletodescribeyourproduct,youmustalsobeabletodescribeyourcompetitorsproductandshowwhyyoursisbetter.Positioningyourproductinvolvestwosteps:
vFirst,analyzeyourproductsfeatures,anddecidehowtheydifferentiateyourproductfromitscompetitors.vSecond,decidewhattypeofbuyerismostlikelytopurchaseyourproduct.Pricingandplacementarecriticaltocompetitivepositioning.Intodaysmarketingculture,pricingcannotbeseparatedfromtheproduct.Takegrocerystores,forexample.Thefull-servicesupermarketisstillthemostpopularformofgrocerydistribution.Buttoday,busyfamilieswantfasterserviceandmoreconvenience,evenifitmeanshigherprices.Asaresult,conveniencestores,homedeliveryservices,personalshoppersandtakeoutrestaurantshaveproliferated.Atthesametime,warehousegroceryretailinghasalsoincreased.Warehousestorescatertocustomerswhopreferlowpricestoconvenience.Service,distributionandpricearetheessentialelementsoftheproductsofferedbysupermarket,convenienceandwarehousestores.Todevelopasuccessfulmarketingplan,youneedtoanal
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