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2013 托福听力新趋势 -. 经济、商业类文章. TPO 6-lec1 Boom and Bust TPO11-lec4 Advertising TPO12-lec2 Managing by Wandering Around TPO13-lec1 Pedestrian Mall TPO 26-lec1 Green Marketing. 经济类背景词汇 economy / economic boom and bust 经济的繁荣与衰退 recession 经济衰退

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2013托福听力新趋势-

经济、商业类文章

slide2

TPO 6-lec1 Boom and Bust

TPO11-lec4 Advertising

TPO12-lec2 Managing by Wandering Around

TPO13-lec1 Pedestrian Mall

TPO 26-lec1 Green Marketing

slide3

经济类背景词汇

  • economy / economic
  • boom and bust 经济的繁荣与衰退
  • recession 经济衰退
  • depression 经济萧条

1929. 10 the Great Depression

美国经济大萧条

slide4

5. supply / demand 供/求

supply > demand price  (plunge)

supply < demand price  (explode)

in shor(t) supply

供应短缺, 供不应求

6. free market 自由市场

market orientation 市场导向型

7. government regulation(constraints) 政府监管

slide5

stock / stock price

股票 / 股价

  • share

股份; 股票

eg. The company’s share prices plunged.

  • go public / list

上市

a listed company

一间上市公司

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How to tap into the market

打入市场

SWOT Analysis

(目的:确定企业的竞争优势competitive advantage)

(S: strength W: weakness O: opportunity T: threat)

竞争优势 竞争劣势 机会 威胁

target market (emerging market / industry)

目标市场 新兴市场/ 新兴行业

target customer  advertising campaign

目标客户群 做广告

商业类背景词汇

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enterprise (☆ core competence)

 核心竞争力

ultimate goal (maximize the profit margin)

 利润

establish brand loyalty

 品牌忠诚度

(How? meet the consumers’ demands / needs)

 满足消费者需求

domestic  international  global

economic globalization / integration

经济全球化 / 经济一体化

international / multinational / transnational corporation

跨国公司

slide8

吉利收购沃尔沃

腾讯收购搜狗

acquire

收购与并购

Mergers and Acquisitions

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6. What is the lecture mainly about?

A. Reasons that environmentally friendly products often cost more than other products

B. Evidence that environmentally laws helped increase demand for environmentallyfriendly products

C. Differences between green marketing and traditional marketing

D. The development of a trend to market products as environmentally friendly

7. How does the professor organize the lecture?

  • A. She gives some historical background, then she presents a case study.
  • B. She describes several environmental friendly products, then she explains how the public responded to them.
  • C. She describes a problem, then she proposes several possible solutions.
  • D. She describes an approach to advertising, then she explains why it is often ineffective.

TPO 26 lec1 Green Marketing

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8. According to the professor, why did the first effort to market the Eco-light fail?

A. The ads did not explain that the Eco-light was environmentally friendly.

B. The ads did not mention the long-term cost savings that result from using the Eco-light.

C. The ads for the Eco-light were too long and detailed.

D. The process used to manufacture the Eco-light damaged the environment.

9. What does the professor imply when she mentions companies that are “extreme green”and “lean green”?

A. Some companies have used the terms “extreme green”and “lean green”in their ads.

B. A system is available to classify companies according to their environmental programs.

C. There are important aspects of green marketing that have been neglected by researchers.

D. Marketers need to be creative to keep people interested in environmental issues.

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10. What opinion does the professor express about companies that use green advertising campaigns?

A. The companies should consult environmentalists when developing the campaigns.

B. The companies should publicize research that supports the claims made in their advertisements.

C. The companies should be fully committed to protecting the environment.

D. The companies should find ways to lower the price of their environmentally friendly products.

11. What does the professor imply when she says this: replay 

A. Some green marketing campaigns are difficult to implement.

B. Some marketing principles need to be updated.

C. The point she is making is difficult to explain.

D. Some marketers had unpleasant experiences with green campaigns.

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1. Last class someone asked about green marketing. Green marketing refers to companies promoting the products as environmentally friendly.

6. What is the lecture mainly about?

A. Reasons that environmentally friendly products often cost more than other products

B. Evidence that environmentally laws helped increase demand for environmentally friendly products

C. Differences between green marketing and traditional marketing

D. The development of a trend to market products as environmentally friendly

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2. Companies often turn to advertising experts to help them do this. Green marketing seems recent, but advertising professionalsgrew interest in it several decades ago. The seeds for green marketing were probably planted in 1970, when the first Earth Day took place. Rallies all over the United States were organized to protest environmental degradation. Some 20 million demonstrators participated in that first Earth Day. And it helped spark dozens of environmental laws. The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction. There was also passage of the Clean Water Act and the Clean Air Act was strengthened. Earth Day, Environmental Laws, Environmental Issues in the news, Being Green was entering the mainstream. And business started saying, hey, we can get involved in this. So in 1975, a major advertising trade group held its first workshop on ecological marketing. A few years later, we began seeing ads tapping into people’s environmental concerns.

交代green marketing的背景

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But as some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. You ad must attract attention, stimulate consumers’ interest, create a desire for your product, and motivate people to take action, to buy your product. So let me tell you about one green marketing campaign that failed at first and explain why.

7. How does the professor organize the lecture?

A. She gives some historical background, then she presents a case study.

B. She describes several environmental friendly products, then she explains how the public responded to them.

C. She describes a problem, then she proposes several possible solutions.

D. She describes an approach to advertising, then she explains why it is often ineffective.

slide15

11. What does the professor imply when she says this: replay 

A. Some green marketing campaigns are difficult to implement.

B. Some marketing principles need to be updated.

C. The point she is making is difficult to explain.

D. Some marketers had unpleasant experiences with green campaigns.

slide16

It was a compact fluorescent light bulb. We’ll call it the eco-light. It was first introduced, I believe, in the late 90s. It cost far more than a regular incandescent bulb. The advertising message was, basically, “use this eco-light and save the planet”. But that message wasn’t effective. Research shows that consumers don’t want to let go of any traditional product attributes, like convenience, price and quality. Even though surveys indicate that almost everybody cares about the environment. So the company reintroduced the eco-light with a new message, one that emphasized cost savings, that the eco-light lowers electric bills and lasts for years. So it’s good for earth, cost-effective and convenient because it doesn’t have to be changed every few months. This ad campaign worked like a charm.

8. According to the professor, why did the first effort to market the Eco-light fail?

A. The ads did not explain that the Eco-light was environmentally friendly.

B. The ads did not mention the long-term cost savings that result from using the Eco-light.

C. The ads for the Eco-light were too long and detailed.

D. The process used to manufacture the Eco-light damaged the environment.

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5. Something else, uh, the company that makes the co-light, researchers would consider it an ‘extreme green company’, not only because its product are energy-efficient, but because the company tries to reduce its environmental impact in other ways too. Like in addition to selling Earth-friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials.A company that only recycles office paper, researchers would classify as a ‘ lean green company’.And there are other degrees of greenness in between.

9. What does the professor imply when she mentions companies that are “extreme green”and “lean green”?

A. Some companies have used the terms “extreme green”and “lean green”in their ads.

B. A system is available to classify companies according to their environmental programs.

C. There are important aspects of green marketing that have been neglected by researchers.

D. Marketers need to be creative to keep people interested in environmental issues.

slide18

So if your green marketing strategy’s gonna work, your message should be valid on all dimensions. When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty. People will come back and buy your product more and more.However, let’s say you’re fined for violating the Clean Water Act while manufacturing products from recycled materials. The public would eventually find out.You can’t just make the claim that a product is environmentally friendly and not follow through on.

10. What opinion does the professor express about companies that use green advertising campaigns?

A. The companies should consult environmentalists when developing the campaigns.

B. The companies should publicize research that supports the claims made in their advertisements.

C. The companies should be fully committed to protecting the environment.

D. The companies should find ways to lower the price of their environmentally friendly products.

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Thank you !!

李嘉

lijia@xiaoma.com