商务职场英语Unit-3

Unit3MarketingtheproductLessonsTeamProjectReviewAdditionalResourcesEXITUnit3MarketingtheproductLesson1TellingtheworldaboutyourproductLesson2BrandsLesson3FindingoutwhatappealstotheconsumerLesson4You,too,candoit—havingaplanLesson5GettingtogetherandunderstandingitallLesson6Ifyoucanmakeit,theycanfakeitEXITUnit3MarketingtheproductAdditionalResourcesUnitTestReadingResourcesAdditionalActivitiesWritingResourcesGrammarResourcesEXITInpairs,discussthequestions.Lesson1Tellingtheworldaboutyourproducta1.Oftheadvertisementsthatyousawonyourwayheretoday,whichcaughtyourattentionmost?2.Whatelementsofanadvertisementappealtoyou—image?color?language?design?humor?Lookatthefollowingadvertisementsandwritephrasesfromtheadsintheappropriatecategories.bKeyappearancechoicedurabilityafter-salesservice/protectionfeelingsqualityfasterprocessorappealingfeaturesprice/costrangeofmodels1-yr.mfg.warranty,3-yr.warrantylightweight,14-inscreen10%off,Todayonly$810,from20%off,anadditional15%offsalespriceInpairs,answerthesequestionsabouttheadvertisements.c1.Whatproducts/servicesaretheseadvertisementstryingtosell?2.Whatagegroup(s)andsocioeconomicgroup(s)aretheyaimedat?3.Howeffectivedoyoufindtheadvertisements?Inpairs,discussotheradvertisementsthatyouhaveseenrecentlythatcaughtyourattention.Useexpressionsfromtheboxtohelpyouifyouwish.dThisadappealstomebecause...Ifinditattractivebecauseof...Ilikethegraphicsand...Itgivesmeasenseof...Itmakesmethinkof...Listentoamarketingexpertexplainaboutthedifferenttypesofadvertising.Completetheinformationinthenotes.efactualinformationaboutprices,specialoffers,etc.usuallyabouthouseholdproductsoftenusedforbeautyproducts,cosmeticsurgerybeneficialchangesproductsbringtoones’lifeclaimsthatacompany’sproductsorservicesarebetterthanthoseofthecompetition,KeyusedwithmanytypesofproductorserviceScriptCompletethetextwiththeverbsinparenthesesinthepresentpassivevoice.fAdvertisingisanessentialpartofmarketingaproductand(1)_______________(use)toinformpeopleaboutproductsandservices.People(2)_____________(persuade)tobuyproductsfordifferentreasons.Sometimesthey(3)____________(convince)bythehopethattheproductwillimprovetheirappearance.Othertimes,they(4)_____________(make)tobelievethataparticularserviceissomehowbetterthananyother.Often,aproduct(5)_____________(purchase)simplybecauseit(6)__________(need)inthehome.isusedarepersuadedareconvincedaremadeKeyispurchasedisneededInpairs,writeanadvertisementforaproductorservice.Decideonyourtargetmarketandhowtomakeyourproductsoundattractive.gUsingtheinformationinyouradvertisements,trytopersuadeclassmatestobuyyourproductorservice.Usethelanguagesuggestionsbelow.hSpeaker:Companiesadvertisetheirproductsforthreemainreasons.Thefirstreasonissimplytoinformthepublicthataparticularproductorserviceexists.Thistypeofadvertisementgivesfactualinformationaboutaproduct,providespricedetailsandinformationaboutanyspecialoffers.Thisiscalledinformativeadvertisinganditconcentratesonjustgivingtheessentialdetails.It’softenusedtogiveinformationabouthouseholdproductsthatpeoplebuyregularly.Thesecondtypeispersuasiveadvertisinganditsfunctionistoconvincepeopletobuyaproductorservice.Theadvertisementtriestoachievethisbytellingpeoplethattheproductorservicewillbringbeneficialchangestotheirlives.Thisoftenhappenswithcosmeticproductswhereapersonispersuadedthatacertainfacecreamwillridthemofwrinklesandmaketheirskinlookfreshandyoung.Serviceslikecosmeticsurgeryworkonthesameprinciple.Thethirdtypeofadvertisingisknownascompetitiveadvertisingbecausethepurposehereistoconvincepeoplethataparticularcompany’sproductsorservicesarebetterthananyotherproducedbyitscompetitors.Insomecountries,companiesareallowedtomentiontheircompetitorsbynameintheiradvertising.Inothercountries,thisisnotpermitted.Lesson2BrandsDiscussthesequestionsinsmallgroups.a1.Whoinyourgroupiswearingclothesorshoesofawell-knownbrand?2.Whyarethesebrandspopular?3.Whatisthedifferencebetweenalogo,abrand,andatrademark?Thinkofexamplesofeach.Lookatthefollowingwordsandsymbolsandanswerthequestionsinpairs.b1.Whichofthesesymbolsdoyourecognize?2.Arethesewordsandsymbolslogos,brands,ortrademarks?3.Whatadjectiveswouldyouusetodescribetheproductsassociatedwiththeselogos,brands,ortrademarks?1.Brandingisarecentphenomenon.2.Oneofthemainfunctionsofbrandingistoindicateownership.3.Brandinginthepastwassimilartoanartist'ssignature.4.Thefunctionofallbrandingnowadaysistoindicatesocialstatus.5.Brandsoftenhaveassociationsotherthanownership.6.Brandsnowadaysareoftenassociatedwithqualitiesaproductisbelievedtohave.7.Allbrandstodayareseenasstatussymbols.Listentoatalkonthedevelopmentofbrandingovertheyearsandcheck√thestatementsthataretrue.cKeyScriptMatchthetwohalvesofthesentences.d1.Brandnameshelpcustomersidentify...2.Abrandnameensuresthatwecan...3.Brandnamesthatarefamiliartous...4.Theearliesttypesofbrandshelped...5.Someofthebest-knownbrands...a.distinguishoneproductfromothers.b.canmakeusfeelcomfortable.c.havebecomestatussymbols.d.themanufacturerofaproduct.e.toidentifythemakerofaproduct.dabecKeyUsingadictionaryifnecessary,w