(经贸英语文章选读)Unit 3Marketing.ppt

About Joyce Carol Oates Unit 3 Marketing Teaching Aims After studying this unit, you are required to: 1. Have a general idea of what marketing is about. 2. Understand what the online marketing is and its function. 3. Understand how the marking mix- “4P” works. 4. Master the difficult words and expressions. Text A Supporting Offline Campaign Launches With Online Marketing Text A Warming-up As the US online audience begins to see the last of the unconnected users begin serious uptake, and many formerly light and medium users move to a persistent connection, a full integration of Internet marketing into all marketing becomes increasingly critical. A few key guidelines when attempting to use the Internet channel to launch new products: 1. Web sites should be an extension of product packaging. 2. Web sites should be lifestyle destinations. 3. Promotions Engage Customers. 4. 2-way communication is essential. 5. Encourage trial with online coupons. 6. Encourage Word-of-Mouth. 7.Plan for channel-appropriate and holistic measurement. Translation 1.light and medium users 2.In-store promotions 3.mass advertising 4.brand manager 5.feature story 6.营销手法 7.营销组合 8.线下和网上营销活动 9.推出新产品 10.产品包装 1.中小型用户 2.店内促销 3.大众广告 4.品牌经理 5.新闻特写；专题报道 6.marketing tactic 7. marketing mix 8. offline and online marketing campaign 9.launch new products 10.product packaging NOTES 1.Air Transport World (ATW)： a monthly trade magazine covering the airline industry. They also provide an online version () with daily air transport news. The publication covers airline operations, market conditions, management, and related issues. Each year, it publishes a World Airline Report covering the state of the industry, and selects an Airline of the Year on the basis of operational excellence. 2. The Daily Star：a newspaper published in Oneonta, New York, United States. 3. The RHS Chelsea Flower Show: officially the Great Spring Show,[1] is a garden show held each year on five days in May by the Roya