市场营销英语unit1 market survey and analy.ppt

市场营销英语unit1_market_survey_and_analyUnit 1 Market Survey and Analysis
市场营销英语
English for Sales and Marketing
整理ppt
Contents
Warming-up
Reading A
Listening
Reading B
Writing
Project
Vocabulary and Structure
Speaking
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Warming-up Activity
Warming-up Activity Task 2
Warming-up Activity Task 1
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Warming-up: Task 1
1. c 2. a 3. e 4. b 5. d 6. f
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Warming-up: Task 2
1. D 2. B 3. C 4. A
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Reading Activity A
Reading A: Task 4
Reading A: Task 3
Reading A: Task 2
Reading A: Task 1
For background information, click HERE.
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Reading A
Tier Tale: How Marketers Classify Cities in China
Unilever’s Lipton Milk Tea is a rare success story in China for marketers trying to move beyond the three first-tier cities: Beijing, Shanghai and Guangzhou which are home to China’s most well-heeled consumers.
Unilever has done a great job with Lipton, especially in terms of classifying cities in China. When marketers enter China, they typically evaluate the country’s cities, giving each locale a tier designation—most advertisers use a four- or five-tier system, although one marketer actually has ten classification levels. A city is assigned to a tier based on the size, purchasing habits, disposable income of its population and so on.
声音
翻译
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Reading A
Tier one is reserved for Beijing, Shanghai, Guangzhou and sometimes Shenzhen. Tier two has about 30 cities, mostly provincial capitals that have a population of more than 5 million people. Tier three has about 150 county capitals, each of which has more than 1 million people. Tier four covers thousands of towns ranging in size from 100,000 to 1 million people, and tier five includes China’s smallest towns and villages.
Even within this general framework, marketers segment China in different ways. Anta, one of China’s leading sportswear brands, segments the country into 10 tiers for its retail outlets based on the price of real estate in ea