Unit 10 Marketing and Promotion.pptVIP

Unit 10 Marketing Promotion What should we do today? 1. Review Dialog 1: How to promote a new product? 2. Learn some basic business concepts. 3. Devide into companies and choose a product to promote. SWOT 　SWOT分析法又称为态势分析法，它是由旧金山大学的管理学教授于20世纪80年代初提出来的，是一种能够较客观而准确地分析和研究一个单位现实情况的方法。 　　SWOT分别代表：strengths [stre?θ] （优势）、weaknesses（劣势）、opportunities[,?p?’tju:niti] (机会)、threats[θret] （威胁）。 　　SWOT分析通过对优势、劣势、机会和威胁的加以综合评估与分析得出结论，然后再调整企业资源及企业策略，来达成企业的目标。 　　SWOT分析已逐渐被许多企业运用到包括：企业管理、人力资源、产品研发等各个方面。 A: Good morning, Sarah. So, do you have a ____________for our new ice-cream sandwich? B: Yes, I do. After going through our S.W.O.T. process, I think we’re____________ . One of our ____________is the quality of our ice-cream, and there’s a good ________________for the ________of choice of flavors. Since our company already has a good image, I don’t see many weeknesses. A: I think no other company sells ice-cream sandwiches with a choice of 5 flavors, so there’s no ________ to speak of, either. B: Yes, _____________[‘?bs?lju:tli] . A: And I ________we don’t need to worry about creating a need, with summer almost here. B: Right. A: Do you have any idea of the_________? B: Yes, we’ll package it in gold foil with dark brown lettering to ________chocolate, and _____ it across the country starting next month. The main promotion will be through advertising, using a “pull”________, of course. A: Have you ________our ads? B: No, not yet. So I’ll have to let you know. Can we meet again the beginning of next week? A: Sure can. Let me check… how about Tuesday morning at 10:30? B:Uh, let’s see…Okay with me. Match the new words Marketing plan 　　A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. 　　A marketing plan may be part of an overall business plan. Solid marketing stra