Unit-2--International-Marketing

Unit2InternationalMarketing国际营销Unit2InternationalMarketingOverviewVocabulary—marketingcollocationsReading—internationalmarketingmixLanguagereview—nouncompoundsandnounphrasesSkills—brainstormingThelaststageoffittingtheproducttothemarketisfittingthemarkettotheproduct.CliveJames,AustralianwriterandbroadcasterStaringup:(A)Whatproductsdoyouknowthataremarketedinternationally?(B)Discussthesequestions.(groupwork)1.Whataretheadvantagesforacompanyofexpandingbeyonditsdomesticmarket?2.Whatkindsproblemdocompaniesfacewhentheygointernational?3.Whatmethodscancompaniesusetoenteroverseasmarkets?(C)Coca-Colahashadseveralsuccessfulslogans.Forexample,I’dliketobuytheworldaCoke;Can’tbeatthefeeling;Cokeaddslife.Whatslogansforproductshaveimpressedyou?Explainwhy.(Eachgroupfinds3famousslogans)(D)Choosethreeproductsanddiscussideasforsloganswhichcouldbeusedthroughouttheworld.Maotai(eachgroup3slogans,brainstorming)Vocabulary—marketingcollocations(A)Completethestatementswithsuitablemarketingexpressionsfromthebox.buyinghabits,economicsituation,governmentbureaucracy,incomedistribution,monetaryregulations,politicalstability1.Becauseoftight_______________________________companyprofitscouldnotbetakenoutofthecountry.2.Redtape(繁琐手续）andotherexamplesof_______________________hinderacompany’sentryintoamarket.3.Thecountryisattractivetoexportersbecauseithasenjoyed__________________forthelast50years.monetary/currencyregulationsgovernmentbureaucracypoliticalstability4.Thepurchasingbehaviourofconsumerscanbedescribedastheir______________.5.The______________________isimprovingleadingtoariseinemployment.6._____________________isatermusedbyeconomiststodescribehowwealthissharedinacountry.buyinghabitseconomicsituationIncomedistribution（B）Discussthesequestions:(groupwork)1.Whataresomeofthemainbenefitsofpoliticalstability?2.Howwouldyoudescribethepresenteconomicsituationofourcountrycomparedto20yearsago?3.Wouldyouliketoseeamoreequalincomedistributioninourcountry?Explainwhyorwhynot.(C)Lookatthewordsandphrasesbelow.Underlinetheoddoneout.1.a)growingmarketc)expandingmarketb)developingmarketd)decliningmarket2.a)swampamarketc)floodamarketb)corneramarketd)saturateamarket3.a)opinionpollc)spotcheck（现场检查）b)focusgroupd)survey4.a)marketsectorc)marketsegmentb)marketpotentiald)marketniche(环境）5.a)internationalmarketc)domesticmarketb)overseasmarketd)worldwidemarket6.a)launchaproductc)bringoutaproductb)introduceaproductd)exhibitaproduct7.a)sluggishmarketc)stablemarketb)flatmarketd)volatilemarket8.a)pointofsalec)enduserb)retailoutletd)salesnetwork9.a)specialofferc)discountb)freesampled)slogan10.a)intermediaryc)wholesalerb)distributord)exporterReading:Internationalmarketingmix(A)Thinkofsomeglobalbrands-forexampleinthecar,fastfoodorsoftdrinkindustries.Howaretheytailoredtomeetlocalneeds?(groupdiscussion)(B)Whataretheadvantagesanddisadvantagesofadaptingaproducttodifferentoverseasmarkets?(groupdiscussion)(C)Readthearticle.Thencompletethetablethatfollowsit.CompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sCoca-ColaCiti-bankUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColaCiti-bankUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnileverCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaCiti-bankCreditcardUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoapCompanylogoProductMarketingapproachNissancarsReducednumberofchassisdesignsKellogg’sBreakfastcerealIgnoredresearchandintroducedcerealinFrance;changedconsumptionpatternsCoca-ColacolaChangesflavourtosuitlocaltastesCiti-bankCreditcardLaunchedsequentiallyandtailoredtheproductfeaturesforeachcountryUnileverLifebuoysoapDifferentingredientsinIndiaandEastAfrica,butsamepositioning-inexpensive,everyday,antibacterial(D)Whatothercompaniesdoesthearticlemention?Whatdoesitsayabouttheirmarketingapproaches?Rolex,WatchesSameapproacheverywhereforhighachievers,upmarketdistributionoutlets,premiumpriceLine74:miningallmarketsforrelevantinformationGathering