Unit 2 Sales Promotion教参

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1、Unit2SalesPromotionSuggestionsandKeys建议与答案Warming-up：References:(a)Housewife:Whenpersuadingthem,peopleshouldgiveprominencetothefeatureofbeingcheaperandpractical.(b)Aforeigner:Peopleshouldattachanimportanceonthegoodshavingthecharacterofthenation.Itisuniqueandspecial.(c)Ayoungcouple:T

2、heyareyoung.Sowhendoingsalespromotion,peopleshouldletthemfeelthegoodsareafashionandvogue.Inaword,youshouldusedifferentwayswhenyouarepromotingthesameproducttodifferentkindsofpeople.Youshouldaccordwiththeircharacteristicsandneeds.Dialogue1Task1Keys:1.Asweallknow,ofalltheadvertisingmed

3、ia,TVisthemostexpensive,Isuppose.2.Sometimescompanieswillbuildtheircorporateimagesthroughadvertising.3.Weusuallymakedifferentcommercialsforeachmarket.4.Electronicadvertisingisquick,cheapandwidespread.5.What’syourfinancialbudgetforadvertising?Dialogue2Task1Keys:1.Goodtothelastdrop．D.

4、Maxwell2.ObeyYourThirst．C.Sprite3.Impossiblemadepossible．H.CanonPrinter4.JustDoItF.Nike5.ImpossibleisNothingG.Adidas6.ConnectingPeopleA.Nokia7.You’repayingforpotential.E.Sony8.HelloMotoB.MotorolaTask2Keys:theownerofanice-creamshopthemarketingmanagerWhat’sthestatusofouradvertisingcam

5、paign?Wearegoingtostartthecampaignbyputtingfullpageadsinallthemajornewspapersoveraperiodofamonth.Whataretheadvertisingratesinthenewspaper?Itwillbe3,000yuanaday.Doweputanyadsinthelocalnewspaper?They’llbeinweekly,probablyoneveryMonday,andafterthatweareplanningtofocusonTVandradio.Itwil

6、lbebesttoinsertadvertisementsintheleadingTVprogramsinourmostimportantcities.Wewillconsiderthat.Thedesignershouldbefamiliarwiththecharacterofourproducts.Yes,theywillstudyourproductsandtrytoknowmoreaboutthem.LearningMoreSuggestedanswers:1.Therearefivemainstagesinawell-managedadvertisi

7、ngcampaign:Setadvertisingobjectives;settheadvertisingbudget;determinethekeyadvertisingmessage;decidewhichadvertisingmediatouseandevaluatetheresultsoftheadvertisingcampaign.2.Thecommunicationeffectsandthesaleseffects.Dialogue1市场调研后，李岩决定将玉米藤篮投放到欧洲市场。现在，他正在和张建讨论玉米藤篮的促销事项。李岩：由于我们并不了解欧盟市

8、场，我最大的担忧就是怎样使得促销活动对