剑桥商务英语中级第二版10a marketing disasters.pptVIP

Unit 10a Marketing disasters I. The marketing mix Related background knowledge 1. What is the marketing mix? The marketing mix is referred to the four Ps of marketing controlled by a company. The four Ps are product, place, promotion and price. Unit 10a Marketing disasters Product: Choosing the right product with the appropriate positioning in the market (upmarket / downmarket etc.). Place : The distribution channels used. Unit 10a Marketing disasters Promotion: Probably, the company will seek to differentiate its product in some way and will need to promote it through advertising, PR or special promotions. Price: The price must correspond with the positioning in the market, demand, the maturity of the product etc. Unit 10a Marketing disasters 2. The brief introduction about the structure of English advertisement Non-letter part: 包括与视觉效果相关的插图 （illustration）,色彩（color）,外缘（decorative border）和版面设计（layout）等要素。 Unit 10a Marketing disasters Letter part: 有标题（headline）,正文（body copy）,口号（slogan）和附文（supplementary items）等部分组成，但有时各部分可独立出现。 Unit 10a Marketing disasters Headline: 一般简明扼要，别出心裁，意在吸引 消费者的注意，激发购买欲望。 (Solaris Holidays, solaris is eye-catching, implying that the holiday is associated with sun and sunbathing, which gives people a feeling of warmth, relaxation and comfort.) Unit 10a Marketing disasters Body copy: 是广告最重要的组成部分。正文用 来解说和正是在标题中所作的许诺，阐述商品的优 越性及其有别于其他同类商品的某些特点，以激励 消费者丛速购买。 (it provides a list of specific holiday locations for choice ) Unit 10a Marketing disasters Slogan: 是广告中的主题语，即用十分精炼的 语句概括出一则广告的主题，起到加深印象和宣 传鼓动作用，同时也体现商品和企业的形象。 (the freedom to be…it opens the imagination of readers with ellipsis) Unit 10a Marketing disasters 附文Supplementary items: 包括商标（trade mark）,商品名称（name of commodity）公司或 厂家的视觉标记（visual symbols）,公司地址， 电话和商品价格等 (provide tel. number and website) Unit 10a Marketing disasters Speaking 1 How would the four Ps of marketing- Product, Place, Promotion and Price apply to the product SOLARIS HOLIDA