高等英语教育3

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1、New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）Point of Purchase(POP)POP is a terminal or vending machine in a store or shopping mall where a customer can view products with their prices and select items to buy.The term Point of P

2、urchase usually refers to the industry concerned with customer behavior at the location of the purchase decision.POP is considered one of the most important aspects of advertising and merchandising.It is believed that the most critical time to influence buyer behavior is when they have money in hand

3、.New Practical English 3（Second Edition）Coleco Coleco(1932-1989)was a company founded in 1932 by Maurice Greenberg as Connecticut Leather Company.It became a highly successful toy company in the 1980s,known for its mass-produced version of Cabbage Patch Kids.More information available onhttp:/ Pract

4、ical English 3（Second Edition）Marketing mix The marketing mix is generally accepted as the use and specification of the 6 Ps describing the strategic position of a product in the marketplace.The 6 Ps refers to Plan,Pick,Price,Package,Promote,Prove as follows:1.Plan your marketing strategy.2.Pick a w

5、ay to market.3.Price it right.4.Package it professionally.5.Promote your product/service.6.Prove that it works.If not,make it better or go back to#1.New Practical English 3（Second Edition）Advertising The best approach to advertising is to think of it in terms of media and which media will be most ef

6、fective in reaching your target market.Then you can make decisions about how much of your annual advertising budget youre going to spend on each medium.The most frequently-used advertising methods are as follows:the Internet television radio newspapers magazines telephone books/directories billboard

7、s bench/bus/subway ads direct mail New Practical English 3（Second Edition）New Practical English 3（Second Edition）Promotion MethodsA marketing manager can choose from several promotion methods personal selling,mass selling,and sales promotion.Personal selling flexibility is its strengthPersonal selli

8、ng involves direct face-to-face communication between sellers and potential customers.Face-to-face selling also provides immediate feedback which helps salespeople to adapt.Salespeople are included in most marketing mixes.But personal selling can be very expensive.So its often desirable to combine p

9、ersonal selling with mass selling and sales promotion.Mass selling reaching millions at a price or even free Mass selling is communicating with large numbers of potential customers at the same time.Its less flexible than personal selling.Click here to listenNew Practical English 3（Second Edition）Adv

10、ertising is the main form of mass selling.Advertising is any paid form of nonpersonal presentation of ideas,goods,or services by an identified sponsor.It includes the use of such media as magazines,newspapers,radio and TV,signs,and direct mail.While advertising must be paid for,another form of mass

11、selling publicity is“free”.Publicity is any unpaid form of nonpersonal presentation of ideas,goods,or services.Of course,publicity people are paid.But they try to attract attention to the firm and its offerings without having to pay media costs.For example,book publishers try to get authors on TV“ta

12、lk shows”because this generates a lot of interest and book sales at no cost to the publisher.When Coleco introduced its Cabbage Patch dolls,it held pressClick here to listenBut when the target market is large and scattered,mass selling can be less expensive.New Practical English 3（Second Edition）If

13、a firm has a really new message,publicity may be more effective than advertising.Trade magazines,for example,may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.The firms publicity people write the basic“copy”and then try to convin

14、ce magazine editors to print it.Each year,magazines print photos and stories about new cars and often the source of the information is the auto producers.This publicity may even raise more interest than the companys paid advertising.A consumer might not pay any attention to an ad but might carefully

15、 read a long magazine storyClick here to listenparties for reporters and their children.A number of reporters wrote“human interest”stories about their kids“adopting”the cute dolls.Those stories prompted more media attention and a very successful product introduction without Coleco doing any introduc

16、tory advertising.New Practical English 3（Second Edition）Some companies prepare videotapes that are designed to get free publicity for their products on TV news shows.For example,one video distributed to TV stations at Halloween discussed a government recommendation that parents use makeup rather tha

17、n masks for young children.The story was effectively tied to a new makeup product for children made by PAAS Products.Large firms have specialists to handle publicity.Usually though,publicity is treated as just another kind of advertising and it often isnt used as effectively as it could be.In most f

18、irms,publicity deserves much more attention than it gets now.Sales promotion tries to spark immediate interestSales promotion refers to promotion activities other than advertising,publicity,and personal selling that stimulate interest,Click here to listenwith the same information.New Practical Engli

19、sh 3（Second Edition）trial,or purchase by final customers or others in the channel.Sales promotion may be aimed at consumers,at middlemen,or even at a firms own employees.Examples include coupons,samples of consumer products,special sweepstakes and contests,point-of-purchase materials,and displays at

20、 trade shows.Its hard to generalize about sales promotion because it includes such a wide variety of activities.But usually its objective is to complement mass selling and personal selling.Click here to listenNew Practical English 3（Second Edition）spark v.-to make someone feel interested,hopeful,etc

21、.引发兴趣What he said sparks our curiosity.These books mainly deal with topics that spark childrens imaginations.New Practical English 3（Second Edition）deserve v.-to have earned something by good or bad actions or behavior 应该得到People who are sent to prison for drunk-driving get what they deserve.Paula d

22、eserves a special mention for all the help she has given us.New Practical English 3（Second Edition）distribute v.-to share things among a group of people,especially in a planned way;to exist in different parts of an area or group 分配；散布Clothes and blankets have been distributed among the refugees.The

23、population is distributed in a very uneven pattern.New Practical English 3（Second Edition）adapt v.-to gradually change in order to be successful in a new situation 使适应；改编How do these insects adapt themselves to new environments?The ability to adapt is a definite asset in this job.New Practical Engli

24、sh 3（Second Edition）adopt v.-to take someone elses child into your home and legally become its parent;to start to deal with or think about something in a particular way 收养；采用；接受Having no children of their own they decided to adopt an orphan.The courts were asked to adopt a more flexible approach to

25、young offenders.New Practical English 3（Second Edition）stimulate v.-to excite to activity or growth or to greater activity刺激；激励 The exhibition stimulated interest in the artists work.Praise always stimulates him to further efforts/to make greater efforts.New Practical English 3（Second Edition）Salesp

26、eople are included in most marketing mixes.Marketing mixes refers to the use and specification of the 6 Ps describing the strategic position of a product in the marketplace.大多数营销组合都需要销售人员。New Practical English 3（Second Edition）Creating a successful marketing mix that will increase results often take

27、s experimenting and market research.Salespeople are included in most marketing mixes.New Practical English 3（Second Edition）But they try to attract attention to the firm and its offerings without having to pay media costs.Its offerings refers to“the products manufactured by the company or the servic

28、es provided by it”.但是，宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品上而无需付媒体的费用。Without is a preposition,and thats why“having”is used to follow it.New Practical English 3（Second Edition）A cool technique for stopping this problem is simply to plan without committing yourself to doing anything.But they try to attract atten

29、tion to the firm and its offerings without having to pay media costs.New Practical English 3（Second Edition）Trade magazines,for example,may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.Featuring,serving as“which features”,means“

30、showing a particular thing in a magazine”.例如，商业杂志可能登载广告常客有报道价值的产品的专题报道部分原因是因为他们是广告常客。In part means“partly”.Regular means“happening or doing something many times and often at the same time”.New Practical English 3（Second Edition）Those days,she was deeply involved into that exhibition featuring painti

31、ngs by contemporary artists.Trade magazines,for example,may carry articles featuring the newsworthy products of regular advertisers in part because they are regular advertisers.New Practical English 3（Second Edition）For example,one video distributed to TV stations at Halloween discussed a government

32、 recommendation that parents use makeup rather than masks for young children.This is a subjunctive sentence.That is used to introduce an objective clause,in which“should”is omitted.例如，一个视频录像在万圣节被分送到各电视台讨论了政府推荐父母在万圣节给小孩子使用化妆品而不是面具这一问题。Rather than means“instead of someone or something else”.New Practi

33、cal English 3（Second Edition）The committee made a number of recommendations that safety standards be improved as soon as possible.For example,one videodistributed to TV stations at Halloween discussed a government recommendation that parents use makeup rather than masks for young children.New Practi

34、cal English 3（Second Edition）Sales promotion refers to promotion activities other than advertising,publicity,and personal selling that stimulate interest,trial,or purchase by final customers or others in the channel.Other than means“apart from a particular person or thing”.销售推广是指不包括广告、宣传和人员推销在内的刺激销售

35、渠道中的最终顾客或者其他环节的兴趣、试用或者购买的促销活动。By is used to show the person or thing that does something or makes something happen.New Practical English 3（Second Edition）How can you say that religion is anything other than a way of controlling people?Sales promotion refers to promotion activities other than adverti

36、sing,publicity,and personal selling that stimulate interest,trial,or purchase by final customers or others in the channel.New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English

37、3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）v New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Prac

38、tical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edit

39、ion）New Practical English 3（Second Edition）New Practical English 3（Second Edition）New Practical English 3（Second Edition）Now you tryNew Practical English 3（Second Edition）Now you tryNew Practical English 3（Second Edition）Now you tryNew Practical English 3（Second Edition）Now you tryNew Practical Engl

40、ish 3（Second Edition）Now you tryNew Practical English 3（Second Edition）New Practical English 3（Second Edition）Chinese Export Commodities Fair Chinese Export Commodities Fair,also called Canton Fair,is held twice a year in Spring and Autumn.It is Chinas largest trade fair of the highest level,of the

41、most complete varieties with the largest attendance and business turnover.Preserving its traditions,the Fair is a comprehensive and multi-functional event of international importance.New Practical English 3（Second Edition）China HI-Tech Fair China HI-Tech Fair is Chinas premier international exhibiti

42、on for the high tech sectors.Supported by a number of government ministries,the Fair will have hundreds of Western companies and thousands of domestic companies exhibiting their products and high-tech related services in Shenzhen,Chinas new hub of high tech industries，located next to Hong Kong.As a

43、measure of its past success and popularity,its Overseas Exhibition area has already been over-subscribed.New Practical English 3（Second Edition）Air Show,China The China International Aviation&Aerospace Exhibition(Air Show China)is the only international aerospace exhibition in China that is approved

44、 by the Chinese government.The show features full-size displays,trade discussions,technical exchanges,and flying demonstrations.The show is located in Zhuhai,establishing itself as an important platform for technical exchange and commercial cooperation between the Chinese and foreign aerospace commu

45、nities.New Practical English 3（Second Edition）New Practical English 3（Second Edition）China loves exhibitions.Exhibitions provide people with a chance to see what is available,and perhaps more importantly,what may be available.The PC World Exposition in Beijing held in early September was an excellen

46、t example on how you can effectively use your time when visiting an exhibition.The show was designed to promote Chinas computer hardware industry.It was also held in conjunction with a networking exhibition for the hard core.In order to make your visit more efficient,the 10 rules listed below may be

47、 of some help to you.10 Rules for Attending Exhibitions in ChinaClick here to listenNew Practical English 3（Second Edition）1.Avoid attending the opening ceremonyUnless your company is sponsoring the exhibition,find out what time the opening ceremony is and show up promptly 30 minutes after that.The

48、opening ceremony is like a starting gun:as soon as its over,the gathered crowds will rush to the doors to get inside the exhibition halls.2.Exhibits may have little to do with the exhibitionPC World 98 focused as much on networking equipment as it did on PCs and PC manufacturers.Basically,its a comp

49、uter exhibition.But other products,such as tapes and CD players,were also found at the exhibition.3.Dont be distracted by pretty modelsHot cars and pretty girls may go well together,but dont be distracted by them.Remember:what you really want to see at a computer show are the latest model computers

50、just out of the lab.Click here to listenNew Practical English 3（Second Edition）4.Go earlyUnlike their Western competitors,Chinese exhibitors dont give away a lot of freebies during exhibitions.So,if you want the freebies,go to the show on the first day,right after the opening ceremony.5.Dont go duri

51、ng lunch hourLunch is like a daily national holiday in China.Lunch hour,unfortunately,leaves exhibition booths manned by guys who are more interested in stuffing food into their mouths than explaining the product or promoting the company.6.Avoid any booth with a big screen TV,a video game,or a louds

52、peakerThese are cheap ways of attracting consumers to visit a booth,and it doesnt always guarantee that the vendor has a good product to show.Its purpose is to attract people with an electronic dog-and-pony show.Click here to listenNew Practical English 3（Second Edition）7.Hand your name cards out to

53、 everyoneTake plenty of business cards in both Chinese and English with you when going to an exhibition.Hand them out to every exhibitor whose booth you visit.This method helps advertise the name of your company,so dont leave home without them!8.Follow the guardsGuards are available to assist anyone

54、 in need of help and to keep order.So follow them and look for the best products to see at the exhibition.9.Watch the surfersInternet connections are becoming more and more popular with exhibitors,especially with telecommunications companies such as China Telecom and China Unicom.Stop,be quiet,and w

55、atch the people using them.This is the place to find out which Web sites the young and connected Chinese are really using or are interested in using.Take notes on the URLs you see being used and go where they go.Click here to listenNew Practical English 3（Second Edition）10.Set a time limitPrepare fo

56、r what you want to see,how much time you want to spend and where you want to spend your time.Remember these rules and you will have a fruitful experience at your next exhibition.Click here to listenNew Practical English 3（Second Edition）promote v.-to attempt to sell or raise to a more important job

57、促销，提拔，提升促销，提拔，提升 Many companies are promoting their new products on television.The young army officer was promoted to Captain last month.New Practical English 3（Second Edition）efficient a.-acting effectively，without wasting time and energy 高效的，能干的能干的 The company is in urgent need of an efficient sec

58、retary.This new laser printer is more efficient than the old one.New Practical English 3（Second Edition）focus v.-concentrate attention or energy 注视，聚焦，集中注视，聚焦，集中 Students are supposed to focus their mind on study.When the movie star walked into the hall,all eyes were focused on her.New Practical Eng

59、lish 3（Second Edition）man v.-to work at a place or be in charge of a place or a machine 工作（或守卫）在工作（或守卫）在岗位上，岗位上，在在上操作，操纵上操作，操纵 Tom will be the person to man the machine till 2:00 pm.They have sent more soldiers to man the front.New Practical English 3（Second Edition）leave v.-cause to be or remain in

60、 a specified state 使保持某一特定状态，抛弃使保持某一特定状态，抛弃 Never leave the door open while sleeping at night.After a hot quarrel,Maria left her husband.New Practical English 3（Second Edition）fruitful a.-productive,prolific 富有成效的，多产的，硕果累累的富有成效的，多产的，硕果累累的 Charles Dickens is considered(to be or as)a fruitful author o

61、f fiction.To her joy,Jane found the meeting very fruitful.New Practical English 3（Second Edition）Unless your company is sponsoring the exhibition,find out what time the opening ceremony is and show up promptly 30 minutes after that.In this sentence,unless is a conjunction,meaning“ifnot”.Unless is us

62、ed to talk about a situation that could happen,or sth.that could be true,in the future.If you know that sth.has not happened or that sth.is not true,use if not.除非是你的公司在主办这个展览会，否则，你就应弄清楚开幕式的时间，并准时在开幕式30分钟后到场。And before find out,“you should”is omitted.After that means“after the opening ceremony”.New P

63、ractical English 3（Second Edition）Unless you really work hard at your studies,you wont pass the final examinations.Unless your company is sponsoring the exhibition,find out what time the opening ceremony is and show up promptly 30 minutes after that.New Practical English 3（Second Edition）The opening

64、 ceremony is like a starting gun:as soon as its over,the gathered crowds will rush to the doors to get inside the exhibition halls.Starting gun means“the gun that starts a game or race at a sports meeting”.The gathered crowds indicate“people who gathered outside or around the exhibition halls”.开幕式就像

65、一个发令枪：开幕式一结束，聚集的人群就会涌向展厅门口，挤进展厅。To get inside the exhibition halls is an infinitive phrase used as an adverbial of purpose.So,to actually means“in order to or so as to”.New Practical English 3（Second Edition）Hearing the starting gun shot,these 100-meter runners dashed to the finish line.The opening

66、ceremony is like a starting gun:as soon as its over,the gathered crowds will rush to the doors to get inside the exhibition halls.New Practical English 3（Second Edition）Hot cars and pretty girls may go well together,but dont be distracted by them.Hot cars means“fashionable and nice-looking cars”.Both cars and girls are used to draw visitors attention.时尚热门的小汽车和美女也许很般配，不过别让这些分你的心。Go well means“a perfect match or good combination”.Distract means“take away from.”or“cause to turn away from”.New Pract