權(quán)威震撼發(fā)布張中寧主編《西方報刊經(jīng)貿(mào)文章選讀》課件Lesson

1、New Horizon College English首都經(jīng)濟(jì)貿(mào)易大學(xué)出版社最新西方報刊經(jīng)貿(mào)文章選讀電子教案主編：張中寧2011年05月01日Lesson 20nMarketing Strategies Lesson 2oMarketing Strategies Section A: Text ComprehensionWarming-up ActivitiesDetailed Explanation CBA TEACHING STEPSTEACHING STEPSLearning ObjectivesEHomework Revision & RecitationBrainstormi

2、ng QuestionsBackground InformationText OrganizationLanguage PointsDMain Points & Difficulties Learning Steps2134To master some important language points; To analyze text 2;To give a brief summary of the text. To analyze text 1;5Grasp the main idea & the structure of the text； Learn something

3、 about marketing strategy for the 21 century;Master the key language points and grammatical structures in the text;Conduct a series of reading, listening, speaking and writing activities related to the theme of the unit. 11 A. The Learning A. The Learning ObjectivesObjectives1、To learn how to use th

4、e words and phrases correctly;2、To analyze the structures of some difficult sentences;3、To learn something about the reasons why Co-Brand ;4、To learn the conditions of Co-Branding and how to use this marketing strategy correctly1、To learn how to use the words and phrases correctly;2、To learn the str

5、uctures of some difficult sentences;3、To learn something about Google Adwords;4、To learn how Google Adwords can help your Start-up Business. Text 1Text 2Learning Objectives7B. Warming-up Activities1. Revision & Recitation1). To review the main points of what we learned last class through Q &

6、 A.Whats the structure of the text in Lesson 01 and whats its theme?2). To read aloud paragraphs ?-? and learn them by heart. B. Warming-up Activities2. Brainstorming Questions1. What is the name of Mathews company? What does it produce? 2. Is Mathews use of Adward successful? How do you know that?

7、3. What are the reasons for co-branding?4. What are the dangers of co-branding?5. What are the three criteria for one of our clients to choose a co-branding partner?.C. Detailed Explanation1. Background Information2. Text Organization3. Language Points.C. Detailed Explanation1. Background Informatio

8、n1.AdWords 贊助商鏈接 Para 1.2Googles flagship advertising product and main source of revenue ($21 billion in 2008). AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads. The AdWords program includes local, national, and international distribution. Go

9、ogles text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.Sales and Support for Googles AdWords division is based in Ann Arbor, Michigan, the companys third-largest facil

10、ity behind its Mountain View, California, headquarters and New York City office. Engineering for AdWords is based in Mountain View, California.(Source: /wiki/AdWords).C. Detailed Explanation1. Background Information2.HTML 超文本標(biāo)記語言 Para 1.21HTML, which stands for Hyper Text Marku

11、p Language, is the predominant markup language for web pages. It provides a means to create structured documents by denoting structural semantics for text such as headings, paragraphs, lists etc as well as for links, quotes, and other items. It allows images and objects to be embedded and can be use

12、d to create interactive forms. It is written in the form of HTML elements consisting of tags surrounded by angle brackets within the web page content. It can include or can load scripts in languages such as JavaScript which affect the behavior of HTML processors like Web browsers; and Cascading Styl

13、e Sheets (CSS) to define the appearance and layout of text and other material. The W3C, maintainer of both HTML and CSS standards, encourages the use of CSS over explicit presentational markup. Hyper Text Markup Language (HTML) is the encoding scheme used to create and format a web document. A user

14、need not be an expert programmer to make use of HTML for creating hypertext documents that can be put on the internet.(Source: /wiki/HTML) .C. Detailed Explanation1. Background Information3.Roger Penske 羅杰彭斯克 Para 2.2The owner of the automobile racing team Penske Racing, the Pe

15、nske Corporation, and other automotive related businesses. He is currently involved in purchasing the Saturn Corporation, makers of Saturn cars. He also is one of the corporate directors at General Electric and was chairman of Super Bowl XL in Detroit, Michigan. He was previously on the board of Hom

16、e Depot and Delphi Automotive before resigning to chair the Detroit Super Bowl Committee. He is a 1959 graduate of Lehigh University in Pennsylvania where he was also a member of the Phi Gamma Delta fraternity.(Source: /wiki/Roger_Penske).C. Detailed Explanation1. Background In

17、formation4.Saturn 土星汽車有限公司 Para 2.2A subsidiary of General Motors Company, established on January 7, 1985, in response to the success of Japanese and German small-car imports in the United States.As a different kind of car company, Saturn operated outside the GM superstructure for a time, with its o

18、wn assembly plant in Spring Hill, Tennessee, unique models, and a separate retailer network. (Source: /wiki/Saturn_Corporation) .C. Detailed Explanation2. Text Organization.The GuidlineText 1How Google Adwords Can Help Your Start-up BusinessThe Pros and Cons of Co-Branding 18Te

19、xt 2Focus 2 Analysis of text 1The ideaadvertising targeting the audience ,a fixed annual AdWords budget , reduced annual advertising spend and measurable results from advertising; the added benefit from when an advert is clicked by a viewer. Mathew was optimistic about the coming years.advertising o

20、n Google to attract more customer and keeping track of how much website traffic AdWords is driving; using advertising dollars wisely but effectively ,using keywords relevant to her business, when people search the information our AdWords ad comes up and getting people to click on itStart herbusibess

21、 where Google AdWords comes in,getting the name out there to bring more people through the door,and bring profit to business.19The resultThe wayThe advantage of Google Adwords全面控制廣告預(yù)算廣告面向目標(biāo)客戶每千次展示費(fèi)用定價全天候查閱賬戶中的效果報告輕松制作和修改廣告廣告打出后可以幾分鐘內(nèi)面向客戶及時有效The advantage of Google Adwords20Focus 3 Analysis of text 2

22、WHYIts a powerful way of introducing one companys products or service to the loyalist of another ;It enable one brand to benefit from the “Halo of Affection” that belongs to another.It costs savings ,something that cannot be overlooked during tough economic times .21The reasons why companies choose

23、to co-brand？What kinds of companies can choose to co-brand?How companies can co-brand well?22Focus 3 Analysis of text 2Create a proposal and reach out Develop your own guidelines or criteria ,about which ”fit ” should be prime consideration .12How companies can co-brand well?23What kinds of companie

24、s can choose to co-brand? Giant national or international brands Any type of small business.Focus 4 Summary With the development of the world economy and the globalization ,co-branding is nothing new .however ,co-branding is an often overlooked strategy by which the whole can truly be greater than t

25、he sum of the parts .what should pay attention to is that it should be used sparingly and judiciously ,which could help generate a new level of interest and excitement around your products and services.C. Detailed Explanation3. Language Points.Focus 1 New words and expressions Address【L3 Para1.22】、n

26、1、 c住處，通訊地址；Eg: Can you leave your address and your phone number?2、 c演講，演說；Eg: The Chairman is ready to give an address to the public.3、 c稱呼。、 v1、致函，寫姓名地址；Please address your application to the Personnel Manager.Focus 1 New words and expressions2、演講，演說；3、向（直接）說話;I was surprised when he addressed me

27、in English.4、稱呼，冠以（某人某種稱呼）；The are different ways to address your close friends . 5、設(shè)法解決，處理，對付;Can you tell me how to address the difficult problem ,please?Bound 【L1 Para2.9】一.adj1、一定會，很可能會：certain or likely to happy.Phrase: bound to do/be sth.Eg: its bound to be sunny tomorrow.2、受(法律，義務(wù)等)約束，有義務(wù)。Phr

28、ase: be bound by sth to do sth.Eg: you are bound by the contract to pay before the end of the month.3、因受阻或不能正常工作。4、準(zhǔn)備前往某地： Phrases: be bound together : 因密切聯(lián)系在一起 Be bound up in sth. 忙于/熱衷于某事。 Ill be bound = Im sure = I bet 我敢肯定。二v. 跳躍著跑： 三n. 跳躍。pick 【L4 Para2.11】 挑選： to choose sb/sth from a group of

29、people or things 采摘： to take flowers . fruit from the plant or tree. 剔除，掐去： to pick up your teeth. = to remove sth from sth else. IDM Pick and choose. 精挑細(xì)選。 Pick sbs brains. 請教。 Pick holes in sth. 挑毛病，找漏洞 Pick up the pieces.。補(bǔ)救，收拾 Pick a winner: 認(rèn)定勝利者 Pick at sth.怕生氣. Pick on sb/sth. 故意刁難/挑選，選中。 Pic

30、k up : V. 1.改善，好轉(zhuǎn) 2.重新開始，繼續(xù)Eg: lets pick up where we left off. 3.收拾，整理Pick sb up: 搭載Pick sth up: 偶然學(xué)到，聽到，收集Pick up on sth. 領(lǐng)略，意會Pick sb up on sth: 提到某人的過錯。 n. 1.挑選； 2.選中的人； 3.精華.Focus 1 Language points. By moving to a standard edition of Adwords Mathew would be able to build her overall campaign by

31、adding in separate for profitable areas that gave a good return on investment, such as wedding table plans. 【para. 1.15】 通過轉(zhuǎn)向標(biāo)準(zhǔn)的贊助商鏈接版本,Mthew就能夠通過在投資回報率較好的盈利區(qū)域增加額外的促銷來建立全面建立自己的廣告。 方式狀語：By moving to a standard edition of Adwords ； 主語：Mathew 謂語：would be able to build 賓語：her overall campaign by adding in separate for profitable areas that gave a good return on investment, such as wedding table plans.方式狀語，修飾built；that gave a good return on investment 是定語從句修飾profitable areas 。主語：Regula