学术英语(管理)含课后答案Unit2.ppt

Unit 2 Marketing Text B Critical reading and thinking Price Question: How does Wal-Mart make suppliers lower prices? Answer: Point-of-sales information (scanners, UPC codes, RFID...). Result: Wal-Mart tells suppliers the prices it's willing to pay. Further result: Suppliers figure out how to manufacture to the price. Unit 2 Marketing Text B Critical reading and thinking Place Tampax: tampon, feminine care product Invented by Dr.Earle Cleveland Haas in the US in 1929, patented in 1933, once ranked by Fortune as one of the most important inventions of the 20th century. Controversial : “Immoral” and banned in some countries; legal but still a taboo in some other countries. Related to the sexual concept of “penetration”. Entered China market in 1989, but Chinese females are more conservative; and it is hard to advertise and educate the market. Culture note Unit 2 Marketing Text B Critical reading and thinking Place How did P&G Spain tackle the cultural taboo? Normalization: making people see it everywhere takes away the mystery and fear. Unit 2 Marketing Text B Critical reading and thinking Promotion It costs a lot of advertsing to sell a car ($2,500). US car companies promote multiple sub-brands (over branding). European car companies promote the parent brand (more efficient). But remember.The bigger the brand, the more difficult to reposition a brand. Unit 2 Marketing Text B Critical reading and thinking Complete the following table. 5 Ps Successful examples Reasons People B Product Superior products Price Wal-Mart Place Make consumers see the products everywhere Promotion BMW Understand people’s needs and desires and make it useful P&G and Unilever Single-minded focus on low prices Tampax Since it takes a lot of advertising to sell a car, focus on parent brands instead of sub-brands. Unit 2 Marketing Text B Critical r