Unit1新職業(yè)英語市場營銷英語-Unit1-Market-Survey-and-analysis

Unit1

MarketSurveyandAnalysis市場營銷英語EnglishforSalesandMarketing-2-2023/2/3ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2023/2/3Warming-upActivityWarming-upActivity

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2Warming-upActivityTask1-4-2023/2/3Warming-up:Task11.c2.a3.e4.b5.d6.f

-5-2023/2/3Warming-up:Task21.D 2.B 3.C 4.A-6-2023/2/3ReadingActivityAReadingA:

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2ReadingA:Task1Forbackgroundinformation,clickHERE.ReadingA

TierTale:HowMarketersClassifyCitiesinChinaUnilever’sLiptonMilkTeaisararesuccessstoryinChinaformarketerstryingtomovebeyondthethreefirst-tiercities:Beijing,ShanghaiandGuangzhouwhicharehometoChina’smostwell-heeledconsumers.UnileverhasdoneagreatjobwithLipton,especiallyintermsofclassifyingcitiesinChina.WhenmarketersenterChina,theytypicallyevaluatethecountry’scities,givingeachlocaleatierdesignation—mostadvertisersuseafour-orfive-tiersystem,althoughonemarketeractuallyhastenclassificationlevels.Acityisassignedtoatierbasedonthesize,purchasinghabits,disposableincomeofitspopulationandsoon.-7-2023/2/3聲音翻譯ReadingATieroneisreservedforBeijing,Shanghai,GuangzhouandsometimesShenzhen.Tiertwohasabout30cities,mostlyprovincialcapitalsthathaveapopulationofmorethan5millionpeople.Tierthreehasabout150countycapitals,eachofwhichhasmorethan1millionpeople.Tierfourcoversthousandsoftownsranginginsizefrom100,000to1millionpeople,andtierfiveincludesChina’ssmallesttownsandvillages.Evenwithinthisgeneralframework,marketerssegmentChinaindifferentways.Anta,oneofChina’sleadingsportswearbrands,segmentsthecountryinto10tiersforitsretailoutletsbasedonthepriceofrealestateineachtown.SoDalian,aseasideresort,ranksasafirst-tiercityforAntabutwouldbeconsideredtobethesecondtierbymostmarketers.-8-2023/2/3翻譯ReadingASowecanseethattheclassificationofcitiesvariesdependingonacompany’sproductsandgoals.Everyonehasadifferentunderstandingofthetiersandthereareoftengreatrewardstobegainedinlower-tiercities.Lenovo,forinstance,iswrappingupayear-longroadshowthatvisited1,000fourth-andfifth-tiercitiesandtowns.Thoseareasaccountedformuchofthecompany’sdouble-digitgrowthinChinaduringthepastyear,despiteongoingpricewarswithlocalrivals.ConsumersincitiessuchasHangzhou,ShenzhenandDongguanoftenhavegreaterspendingpowerthanShanghaineseorBeijingersbecauseoftheirlowercostofliving.WhilethattrendletsluxurymarketerslikeLouisVuittonopenprofitableshopsinadozensecond-tiercities,smallercitiesremainanenormouschallengeformass-marketbrands.-9-2023/2/3翻譯-10-2023/2/3ReadingA:Task1Beforereadingthepassage,discusswithyourpartnerswhatarethecriteriausedbyamarketertoclassifycitiesinChina.Population,purchasingpower,disposableincome,thepriceofrealestate,purchasinghabits,transportation,economicgrowth,economicoutput,geography,etc.-11-2023/2/3ReadingA:Task2BecauseLiptonMilkTeamovedbeyondthefirst-tirecities.Theyoftenevaluatecitiesandassignthemtodifferenttiersaccordingtosuchcriteriaassize,purchasinghabitsanddisposableincomeofpopulation.Four.Beijing,Shanghai,GuangzhouandsometimesShenzhen.Becausetheircompaniesmayhavedifferentproductsandgoals.Becausetherearegreatrewardstobegainedinthoseareas.-12-2023/2/3ReadingA:Task31.F 2.F 3.F 4.F 5.F-13-2023/2/3ReadingA:Task4(Openanswer)-14-2023/2/3ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-15-2023/2/3Listeningtask11.B 2.A 3.C 4.C-16-2023/2/3Listeningtask2Twoyears.It’sparticularlysuitableforwashingwoolenandsilkgarments.Shelikesverymuch.Shethinksit’samazing.Theprice.Becauseit’sabitexpensive.-17-2023/2/3Listeningtask31.F 2.F 3.T 4.F 5.F-18-2023/2/3Listeningtask4marketsurvey

feedbackpreparedtotryit.potential

shelfspace-19-2023/2/3Listeningtask51.distribution 2.feasible 3.thorough 4.spelling-20-2023/2/3SpeakingActivitiesSpeakingTask

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2SpeakingTask1-21-2023/2/3Speakingtask1A:Iwonderifyoucouldhelpmewiththisproblem.B:Yes,certainly.A:Thanks.Thatwouldbeagreathelpforme.-22-2023/2/3Speakingtask2Sample

A:Whatkindofclothesdoyouusuallyliketobuy?B:Iliketobuyjeansbecausetheyareneveroutoffashion.A:Whatbrandsdoyouusuallychoose?B:Well,IusuallychooseKappaandNike.-23-2023/2/3Speakingtask3Goodmorning,everybody.Thepurposeofthissurveyistoidentifystudents’clothesbuyinghabits.40studentswerequestionedaboutthebrand,style,materialandpricetheywouldtakeintoaccountwhenbuyingclothing.30studentsrespondedthattheywouldchooseno-brandclothesduetotheircomparativelylowerprice,andtherest10wouldchoosesomefamousbrands.25studentsprefercottonleisureclothes.Onereasonisthatcottonclothesarecomfortable;anotherreasonisthattheyarecheap.Whenaskedtheprice,38studentsexpressedthattheywouldchooseaffordableclothes.Thesurveyresultsindicatethatpriceisthekeyfactorinfluencingstudents’clothesbuyingbehavior.Leisureclothesaremoststudents’favorite.-24-2023/2/3Speakingtask4Sample1A:You’vedoneagreatjob!B:Really?I’msogladyouthinkso.A:I’mverypleasedwithyourwork.B:Thankyouverymuch.Sample2A:Iamreallydisappointedbyyourlackofeffortonthisproject.B:I’mterriblysorry.Iwasinpoorhealthduringthatperiod.A:Oh,butnexttimeyouneedtobemorefocused.-25-2023/2/3ReadingActivityBReadingB:

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2ReadingB:Task1ReadingBQuestionnaireonFoodPurchaseThisquestionnaireaimstomeasurepeople’sconsumptionhabitsaswellasthefactorsthatcaninfluencepeople’spurchasingdecisionsforfunctionalfoodproducts.Allinformationinthequestionnairewillbetreatedwiththestrictestconfidentialityandweguaranteenoinformationwillberevealedthatcouldlinkaparticularrespondenttothisresearch.Thequestionnaireisdividedintothreesections.Thefirstsectionasksquestionsabouttherespondent’sbackground,thesecondsectionisaboutpeople’sconsumptionhabits,andthethirdsectionasksquestionsaboutdifferentinfluentialfactorsforconsumers’purchasingdecisions.Thereisno“right”or“wrong”answertothequestionsinthissurvey.Pleasetakeasmuchtimeasyouneedtocompletethequestions.-26-2023/2/3translationReadingBSectionI:Respondent’sbackgroundinformation1.Gender?Male?Female2.Agegroup?Lessthan18?25—30?36—40?45+?18—24?31—35?41—453.Educationlevel?Highschoolorbelow?Undergraduate?PhD?College?Postgraduate4.Incomepermonth(RMB)?1,000orless?2,001—3,000?4,001—5,000?1,001—2,000?3,001—4,000?5,001orabove-27-2023/2/3translationReadingBSectionII:Purchasinghabits&attitudes5.Frequencyoffunctionalfoodspurchasing?Onceperweek?Oncepermonth?Onceperhalfyear?Oncein15days?Onceinthreemonths?Onceperyearormore6.Averagespendingonfunctionalfoodspermonth(RMB)?1,001orabove?601—800?201—400?100orbelow?801—1,000?401—600?101—2007.Sourcesofinformationaboutthefunctionalfoods?Magazines?TV?Referencegroup?Internet?Wordofmouth?OthersSectionIII:Factorsaffectingpeople’spurchasingdecisions?Taste?Organicingredients?Specificneed?Promotion?Price?Sourceofnutrients?Healthbenefits?Brand-28-2023/2/3translation-29-2023/2/3ReadingB:Task1Supposeyouarearespondentofthesurvey.Completethequestionnaireasdirected.(Openanswer)-30-2023/2/3ReadingB:Task21.d 2.i 3.a 4.b 5.c 6.j 7.e 8.f 9.g 10.h-31-2023/2/3ReadingB:Task3市場分析有兩種不同的表現(xiàn)形式。第一種形式是投資者用以進行市場研究，確定市場走勢，以做投資決策的方法。第二種形式是營銷商分析目標(biāo)客戶市場并確定增加銷售額、提高收益率的最佳方案的范圍。-32-2023/2/3WritingThebarchartindicatesthatdifferentchannelsforChinesepeopletogettoknowcosmetics.Ascanbeseenfromthechart,84%respondentsgettoknowcosmeticsfromadsonTV,Internet,newspaperandmagazines.Thisrevealsthatadsarestillthemosteffectivewaytopromoteproducts.Whilethetraditionalmedia,namely,printmediaandaudiovisualmedia,haveremainedabigpartinpeople’sdailylife,theInternetisbecomingamajorchannelpeoplegettoknownewproducts.Inaddition,wordofmouthisalsoagreatmarketingtool.Inbrief,advertisingstillplaysaveryimportantroleinproductpromotion,thusmanufacturersshouldfocusonboththetraditionalandnewmediatoadvertisetheirproducts.-33-2023/2/3ProjectThisprojectenablesSstogothroughthewholeprocessofmarketresearch.Inordertocompleteitsuccessfully,Ssshouldusetheknowledgeandskillsthey’velearnedfrompreviousactivities.Thetaskrequiresthemtogatherinformationonacertainproducttheywouldliketoanalyze.Theyneedtocarryoutamarketresearchbyhandingoutquestionnairestotheirclassmates.Withafullanalysisofcustomerneeds,Sscansummarizethesurveyresultsandformacompleteideaoftheirproductbywritingananalysisreportonit.-34-2023/2/3VocabularyandStructureVocabulary:

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2Vocabulary:Task1-35-2023/2/3Vocabulary&Structure:Task11.outlet2.enormous3.well-heeled4.resort5.luxury6.guarantee7.rival8.segment9.tier10.retail-36-2023/2/3Vocabulary&Structure:Task2typicallydigitaldesignationconfidentialityrespondentsprovincialdisposableguaranteedrevelationsevaluation-37-2023/2/3Vocabulary&Structure:Task3wrapup well-heeledlocale rangingfrom accountforenormousrivalsegmentOnaverage intermsof-38-2023/2/3Vocabulary&Structure:Termsofbothquantityandquality.I’dliketoquicklywrapupthismeeting,can’tguaranteethatthetrainscanarriveontimeinfoggyweather.-39-2023/2/3ReadingABackgroundTiersystemInChina,majorcitiescanbedividedintotiersbasedonanumberoffactors,includingpopulation,disposableincome,geography,infrastructure,andhistoricalandculturalsignificance.Thereisnoofficialgovernmentclassificationofthesetiers.Onemarketer’ssecondtiermaybeanother’sthird,andviceversa.back-40-2023/2/3ReadingATranslation分級故事：營銷商如何劃分中國城市等級許多營銷商正在努力將業(yè)務(wù)擴展到除中國三個富人聚集的一線城市北京、上海、廣州以外的其他地方。聯(lián)合利華旗下的立頓奶茶成為此舉中為數(shù)不多的成功者。聯(lián)合利華的立頓奶茶做得非常出色，尤其在中國城市劃分方面更為突出。進入中國市場前，營銷商通常都會對中國的城市進行評估，并劃分級別。廣告商大都將中國城市劃分為4或5個等級，而營銷商則將其劃分為10個等級。一個城市劃分到哪個等級取決于該城市人口的數(shù)量、購買力和可支配收入等因素。-41-2023/2/3ReadingATranslation分級故事：營銷商如何劃分中國城市等級一線城市包括北京、上海、廣州，有時還包括深圳。二線城市30個左右，主要是人口超過500萬的省會城市。三線城市150個左右，是人口在100萬以上的縣城。四線城市包括數(shù)千個城鎮(zhèn)，人口從10萬到100萬不等。五線城市則包括了中國最小的城鎮(zhèn)和村莊。即便在這樣一個整體框架之下，營銷商對中國的市場細(xì)分方式還是有所差別。作為中國主要運動品牌之一的安踏，根據(jù)各城鎮(zhèn)的不動產(chǎn)價格將全國劃分為10個等級，為其設(shè)立零售店提供依據(jù)。因此海濱旅游勝地大連因其高房價被安踏劃為一線城市，而大多數(shù)營銷商則將其劃為二線城市。-42-2023/2/3ReadingATranslation分級故事：營銷商如何劃分中國城市等級由此我們可以看出，城市的等級劃分方式因公司產(chǎn)品及目標(biāo)的不同而有所差異，各公司對等級有著不同的理解。在一些級別較低的城市，經(jīng)常也有豐厚的利潤回報。例如，聯(lián)想即將結(jié)束其長達一年、覆蓋1000多個四、五線城市的巡回宣傳活動。雖然聯(lián)想與當(dāng)?shù)赝械膬r格戰(zhàn)仍在持續(xù)，但這些地區(qū)的經(jīng)濟回報對聯(lián)想去年在中國實現(xiàn)兩位數(shù)的增長功不可沒。杭州、深圳、東莞等城市的消費者，由于其生活成本低于上海、北京的消費者，因此，其購買力也相對較強。盡管這一趨勢讓一些奢侈品牌，如路易威登，在一些二線城市有利可圖，但大眾品牌若要在小城市盈利仍存在巨大的挑戰(zhàn)。-43-2023/2/3Listeningtask1ScriptSimon:Goodmorning,madam.IamSimonBrownfromAlcon.I’mdoingamarketsurveyonlaundrydetergents.Iwonderifyouwouldmindansweringafewquestions.Housewife:Docomein.Whatinformationdoyouwant,Simon?Simon:I’dliketoknowwhichbrandsoflaundrydetergentyouusuallyuse.Housewife:IusuallybuybrandslikeCheer,Persil,Tideand…Oh,Ican’tremember.Simon:Butdon’tyouhaveapreferenceforanyparticularbrand?Housewife:Notreally.I’musuallyinahurryandjustpickupwhateverisathandsolongasIrecognizethebrand.Simon:Sothatmeansyoubuywhicheverbrandsthesupermarketchoosestosupply?Housewife:Yes.Simon:HaveyouboughtthebrandMiracle?Housewife:Sorry,Ihaven’theardofit.Simon:Maybeyoucouldtryitnexttime.Housewife:Yes,IwillifIseeit.-44-2023/2/3Listeningtask2ScriptSimon:Goodmorning,madam.IamSimonBrownfromAlcon.Housewife:Yes?Simon:Iamconductingamarketsurvey.Iwonderwhetheryoucouldgivemesomeinformationaboutthebrandsoflaundrydetergentsthatyouuse.Housewife:Sure,pleasecomein.Simon:HaveyoueverusedthebrandMiracle?Housewife:Yes,infactI’vebeenusingitforthelasttwoyears.Simon:Wow,youarealoyalconsumer.Whatdoyoulikeaboutit?Housewife:Well,apparentlyitdoesn’tdamageprotein-basedfiberssoit’sparticularlysuitableforwashingwoolenandsilkgarments.Simon:Yes,whatelse?Housewife:Thescent.Miraclesmellsamazing.Evenaweekorsoafterwashing,theclothesstillsmellfresh.Simon:Thankyou.Itisgoodtoknowwehavesuchahappycustomer.I’dbetteraskthough,isthereanythingthatyou’renotpleasedwith?Housewife:Onlytheprice.It’sabitexpensive!Simon:Isee,butofcourseitisverygoodquality.Well,thankyouforyourtime.Housewife:Mypleasure.-45-2023/2/3Listeningtask3ScriptSimon:Goodafternoon.IamSimonBrownfromAlcon.Couldyouhelpmetodoamarketsurveyonlaundrydetergents?Housewife:OK.DoIhavetofillinaquestionnaire?Simon:Notexactly.I’mtakingnotesonconsumer’sexperienceswithvariousbrands.ActuallyourcompanymakesMiracle.Haveyouheardofit?Housewife:Yes,Ihave.Simon:Haveyouusedit?Housewife:No,notyet.Simon:Thenwhatbrandareyouusingnow?Housewife:IuseMG.Simon:WhydoyouchooseMG?Housewife:Myfriendhadrecommendedittome.Then,onedayIwasgivenasamplewhileshopping.Itrieditandfounditworkswell.Itremovesmoststainsandcleanseffectively.And,it’snottooexpensive.Simon:Isitpowderorliquid?Housewife:Powder.MGdoesn’tcomeinaliquidform.Simon:Well,madam,maybeyoucouldtryMiracle.Weprovidebothpowderandliquiddetergents.Bothofthemfunctionverywell.Theycanevenremovetoughgrease.Housewife:That’sgood.Doyouhaveasampleformetotry?Simon:Sorry,Ihaven’tbroughtanysamplestoday.ButI’llsendyousometomorrowmorning.Housewife:Great.Thankyouverymuch.Simon:You’rewelcome.-46-2023/2/3Listeningtask4ScriptAlice:Goodmorning,Simon.Didyoucompleteyourpartofthemarketsurveyyesterday?Simon:Yes.Ivisited137housesinmyarea.Alice:Whatwasthefeedback?Whatdotheythinkofourproduct?Simon:LessthanonethirdoftheconsumersareusingMiracle.Twothirdshadn’theardofit.Iexplainedtheadvantagesandhavesentthemsomesamples.Theysaidthattheywouldbepreparedtotryit.Alice:Welldone!Simon:Theconsumerswhoareusingourproductthinkthepriceisalittlehigh.Alice:That’sapotentialproblem.Anythingelse?Simon:Someconsumersdon’thaveapreferenceforanyparticularbrand.Theyjustchoosewhateverisinthesupermarket.Ithinkweshoulddosomeworkwiththesupermarketsandpersuadethemtogiveourproductsmoreshelfspace.Alice:Goodsuggestion.Well,Simon,couldyouwriteamarketsurveyreportonyourfindingssothatwecanhaveaclearpictureofwh