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Unit 5 Marketing

大连理工大学电子音像出版社. 世纪商务英语综合教程 III. 返回. Unit 5 Marketing. http://www.dutpgz.cn. Marketing. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas,

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Unit 5 Marketing

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  1. 大连理工大学电子音像出版社 世纪商务英语综合教程 III 返回 www.themegallery.com Unit 5Marketing http://www.dutpgz.cn

  2. Marketing Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. The core of the marketing concept is the understanding of your customers and their importance to your business. To use the marketing concept, businesses should: • Find out the needs of potential customers (Market Research); • Analyze these needs in relation to your own capabilities (Market Strategy); • Focus on a market you can serve best (Segmentation); • Determine how to satisfy the needs of your target market (Market Mix) www.themegallery.com http://www.dutpgz.cn

  3. 1 1 Lead-in 1 2 Text A 3 Text B 4 Real Life Practice 5 Practical Writing Contents www.themegallery.com http://www.dutpgz.cn

  4. Contents Listening Spot Dictation Discussion Lead-in Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  5. Tape Script Lead-in 1 Listening In this conversation, Simon, the owner of an ice cream manufacturing company, is talking with her marketing manager, Helen. Listen to it and choose the best answer for each question. 1. What are they talking about? A. The production process of their new ice cream sandwich. B. The marketing plan for their new product. C. The market share of their ice cream products. 2. What is their main strength of their products? A. The high quality. B. The analyzing process. C. The production strength. 1 √ 2 √ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  6. Tape Script Lead-in 1 Listening 3. What is the good marketing opportunity for the ice cream sandwiches? A. No other company sells ice cream with 5 flavors. B. Other companies are weak. C. They are the only one company that sells ice cream sandwiches with 5 flavors. 4. How will the new ice cream sandwiches be priced? A. 20% higher than their chocolate. B. 40% than their ice cream bar. C. 20% higher than their chocolate-covered ice cream bar. 5. How will they carry out the main promotion? A. Making advertisement. B. Opening new shops across the country. C. The plan has not been finalized yet. 3 √ 4 √ 5 √ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  7. Lead-in 2 Spot Dictation Marketing sometimes can cause lots of jokes. Listen to the four stories about mistakes in advertising and fill in the missing information. 1. When Gerber started selling baby food in , they used the same as in the US,with the beautiful white-skin baby on the . Later they learned that in Africa,companies always put on the label of what’s inside,since most people can’t read. 2. An American T-shirt in Miami printed shirts for the Spanish market which the Pope’s visit. Instead of “I saw the Pope” (el papa),the shirts read “I saw the ”. (la papa). ____________ Africa ___________ packaging ________ label _________ pictures _________ maker ___________ promoted ________ potato Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  8. Lead-in 2 Spot Dictation 3. Pepsi’s “Come with the Pepsi Generation” translated into “Pepsi brings your back from the ”, in Chinese. 4. Frank Perdue’s chicken , “it takes a strong man to make a chicken” was translated into Spanish as “it takes an man to make a chicken affectionate” . _________ alive ___________ ancestors _________ grave4 ________ slogan ________ tender _________ excited Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  9. Lead-in 3 Discussion Part 1 Work in groups and try to design creative slogans for each product above. Here are some most successful examples in history. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  10. Lead-in 3 Discussion Part 2 When designing slogans, people often focus on products instead of market. Modify your slogans and make them sounds attractive through changing them into market-oriented forms. Here are some examples. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  11. Text A Reading • Part 1 Comprehension • Part 2 Vocabulary • Part 3 Translation • Part 4 Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  12. Text A Reading Read the passage about Marketing world and answer the following questions. 1. What is the proper relationship between customers and marketing activities? __________________________________________________________________ Marketing activities are aimed at identifying and satisfying customer’s needs. 2. Why should customers be led according to Akio Morita? __________________________________________________________________ The public does not know what is possible, but the company does. 3. What does marketing really mean? Marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. __________________________________________________________________ _______________________________________________________________ _______________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  13. Text A Reading Read the passage about Marketing world and answer the following questions. 4. What do the marketing activities include? The marketing activities include doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. __________________________________________________________________ _______________________________________________________________ _______________________________________________________________ 5. What is the focus of marketing? __________________________________________________________________ The focus of marketing is the needs and wants of the customers. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  14. Text A Reading New Words and Expressions body [5b?di] n. 团体 marketing concept n. 营销概念 direct [dI5rekt] v. 指引 visionary [5vIVEnEri] a. 有远见卓识的,有眼力的 in general 通常,一般来说 target market n. 目标市场 all-embracing a. 包括一切的 facilitate [fE5sIlIteIt] v. 使容易,促进,帮助 consummate [5k?nsEmeIt] v. 完成 embody [Im5b?di] v. 包含, 收录 essence [5esEns] n. 本质,实质 diagram [5daIE^rAm] n. 图表 summarize [5sQmEraIz] v. 概述,总结 Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  15. Text A Reading The Marketing Concept 1 One of the greatest needs of managers of business is to understand and develop marketing programs for their products and services. Business success is based on the ability to build a growing body of satisfied customers. Modern marketing programs are built around the “marketing concept”, which directs managers to focus their efforts on identifying and satisfying customers’ needs, at a profit. Here are two core topics. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  16. Text A Reading The Marketing Concept Should customers be followed or led? 2 As Akio Morita, Sony’s visionary leader puts it: “Our plan is to lead the public with our products rather than ask them what kind of product they want. The public does not know what is possible, but we do. So instead of doing lots of market research, we try to create a market for a product by EDUCATING the public about what the product can do for them.” What the Product Can Do for Them? Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  17. Text A Reading The Marketing Concept 3 Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  18. Text A Reading The Marketing Concept In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. 4 This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution. associated...过去分词短语做后置定语，修饰表语those；identifying..., and then going...并列做介词with的宾语。 go about (doing) something: 1) to start to do something  ● How can we go about solving this problem?  ●The leaflet tells you how to go about making a purchase on line. 2) to do something in the way that you usually do  ● She went about her preparations in a quiet businesslike way.  ● The villagers were going about their business as usual. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  19. Text A Reading The Marketing Concept 5 There are many different definitions of marketing. Consider some of the following alternative definitions: • The all-embracing function that links the business with customers’ needs and wants in order to get the right product to the right place at the right time; The achievement of corporate goals through meeting and exceeding customers’ needs better than the competition; competition n. ［U］ the people or groups that are competing against you, especially in business or in a sport  ●Going to trade fairs is an ideal opportunity to size up the competition. foreign/international competition: companies from other countries that you are competing with  ●Japanese PC makers now face foreign competition in their home market. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  20. Text A Reading The Marketing Concept • The management process that identifies, anticipates and supplies customers’ requirements efficiently and profitably; Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges. directed at...过去分词短语做后置定语。 facilitate vt. to make it easier for a process or activity to happen  ●Computers can be used to facilitate language learning. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  21. Text A Reading The Marketing Concept 6 Which definition is right? In short, they all are. They all try to embody the essence of marketing: • Marketing is about meeting the needs and wants of customers; • Marketing is a business-wide function — it is not something that operates alone from other business activities; Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  22. Text A Reading The Marketing Concept Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges. 7 To help put things into context, you may find it helpful to often refer to the following diagram which summarizes the key elements of marketing and their relationships: services which customers demand. understanding..., and finding...并列做介词about的宾语；which是定语从句，修饰先行词products or services。 Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  23. Marketing What is the businesses’ attitude to marketing? Marketing Orientation Analyse current position & opportunities: Marketing Audit Gain information on the market: Market Research Persuade customers to buy: Marketing Mix Product Market Analysis Quantitative Analysis Price Market Segmentation Quantitative Analysis Place Marketing Strategy Consumer Tests Promotion Text A Reading The Marketing Concept Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  24. Text A Comprehension Decide whether the following statements are True or False. 1. Businesssuccess is based on the ability to satisfy customers. 2. Sony believes that they should produce what the customers want. 3. Advertising and selling are often regarded as the most important marketing activities. 4. Marketing is always operated alone from other business activities. 5. Marketing means understanding customers and fulfilling their needs. （ ） T （ ） F （ ） F （ ） F （ ） T Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  25. Text A Vocabulary Part 1 Match the expressions on the left with the explanations on the right. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  26. Text A Vocabulary Part 1 Match the expressions on the left with the explanations on the right. Answer 1. E 2. A 3. D 4. B 5. G 6. H 7. J 8. C 9. F 10. I Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  27. Text A Vocabulary Part 2 Complete the sentences with the following expressions. Change the form where necessary. facilitate embody visionary definition target market summarize direct diagram in general strategic decision 1. The latest model many new improvements. 2. is a group of customers with similar needs that forms the focus of a company’s marketing efforts. 3. Under his leadership, the company launched the new product successfully. 4. The current structure does not efficient work flow. 5. are those that determine the overall direction of an enterprise and its ultimate viability in light of the predictable, the unpredictable, and the unknowable changes that may occur in its most important surrounding environments. ____________ embodies _____________ Target market __________ visionary ___________ facilitate Strategic decisions __________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  28. Text A Vocabulary Part 2 Complete the sentences with the following expressions. Change the form where necessary. facilitate embody visionary definition target market summarize direct diagram in general strategic decision 6. To give a of a word is more difficult than to give an illustration of its use. 7. A new manager has been appointed to the project. 8. I’ll just the main points of the presentation in a few words. 9. The manager drew a showing the structure of the company. 10. , about 10% of the candidates are eventually offered positions. ___________ definition __________ direct ____________ summarize ___________ diagram In general ___________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  29. Text A Translation Part 1 Translate the definitions of marketing into Chinese. 1. The all-embracing function that links the business with customers’ needs and wants in order to get the right product to the right place at the right time 市场营销是指为了在恰当的时机，将合适的商品销售到有需求的人群所采取的一切基于消费者需求的商业行为； __________________________________________________________________ _______________________________________________________________ 2. The achievement of corporate goals through meeting and exceeding customers’ needs better than the competition 市场营销是企业管理流程中有效发现、预测和满足消费者需求，并获得收益的环节； __________________________________________________________________ _______________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  30. Text A Translation Part 1 Translate the definitions of marketing into Chinese. 3. The management process that identifies, anticipates and supplies customers’ requirements efficiently and profitably 市场营销是企业成功满足或甚至超越消费者需求，并据此胜过竞争对手的行为； __________________________________________________________________ 4. Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges. 市场营销可以被定义为一系列针对帮助和完成交易而进行的人类活动。 __________________________________________________________________ 5. Marketing is about meeting the needs and wants of customers. 市场营销旨在满足消费者的需求； __________________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  31. Text A Translation Part 1 Translate the definitions of marketing into Chinese. 6. Marketing is a business-wide function — it is not something that operates alone from other business activities. 市场营销是涵盖广泛的商业行为——并非独立于其他商业活动； __________________________________________________________________ 7. Marketing is about understanding customers and finding ways to provide products or services which customers demand. 市场营销的核心是了解消费者，从而采用恰当的策略为消费者提供满足其需求的商品。 __________________________________________________________________ _______________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  32. Text A Translation Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English. 1. ... which directs managers to focus their efforts on identifying and satisfying customers’ needs,... 我们应该将我们的努力集中于推动生意的发展和与供货商的合作 We should focus our effort on boosting the business and cooperation with our suppliers. __________________________________________________________________ _______________________________________________________________ 2. As Akio Morita, Sony’s visionary leader puts it... 如拿破仑(Napoleon)所说,进攻是最好的防御办法｡ As Napoleon put it, attack is the best method of defense. __________________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  33. Text A Translation Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English. 3. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers,... 总的来说,他是个很令人满意的员工｡ In general, he is quite a satisfactory employee. __________________________________________________________________ 4. There are many different definitions of marketing. 公司必须对其目标下一个明确的定义｡ The company must give a clear definition of its goals. __________________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  34. Text A Translation Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English. 5. Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges. 批评都是针对该产品的生产者｡ Criticism was directed at the manufacturers of the product. __________________________________________________________________ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  35. Text A Translation Past 3 People are always surprised by the fact that the developing market, and even the big wheel in business history could make mistakes. Do you have some similar examples to share? What do they imply? “I think there is a world market for about five computers.” President of IBM,1943 “TV won’t be able to hold on to any market it captures after the first six months. People will soon get tired of staring at a plywood box every night.” President of 20th Century Fox,1946 Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  36. Text B Reading • Part 1 Comprehension • Part 2 Vocabulary • Part 3 Translation • Part 4 Supplementary • Part 1 Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  37. Text B Reading New Words and Expressions customize [5kQstEmaIz] v. 定制,用户化 diversify [daI5v\:sIfaI] v. 多样化,变化 middleman [5mIdlmAn] n. 中间商 marketing mix n. 营销组合 custom-built a. 定制的,定做的 line [laIn] n. 产品线 portability [7pR:tE5bIlIti] n. 可携带,轻便 optimum [5?ptImEm] a. 最佳的 institutional [7InstI5tju:FEnEl] a. 机构的 incur [In5k\:] v. 引起,带来(成本,花费等) elevate [5elIveIt] v. 提拔,提升;提高 dealer [5di:lE] n. 经销商,商人 communicative [kE5mju:nIkEtIv] a. 能够提供信息的 forceful [5fC:sfEl] a. 有说服力的;强有力的 fuzzy [5fQzi] a. 模糊的,含糊不清的 distinct [dIs5tINkt] a. 截然不同的;清楚的,明显的 differential [7dIfE5renFEl] a. 差别的,不同的 niche [ni:F] n. (产品的)商机,市场定位 Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  38. Text B Reading Dell’s Marketing Strategy 1 Spanning over 20 years, Dell has always been associated with designing, manufacturing, and products and services to satisfy a range of customers including individual customers to corporate and retailing businesses. Dell’s marketing strategy was simple and basic: cut out the middleman and sell the product cheaper; offer great customer service by giving the customers exactly what they want. The company’s philosophy of dealing with customers one-on-one has become a management model for other companies. customizing diversified customize vt. to make or change something according to the buyer’s or user’s needs ●We customize the website for every client so your site won’t look like everyone else’s. customized a. ● The company specializes in customized computer systems. diversify v. if a business diversifies, it starts making new products or offering new services ● We need to diversify our product lines. diversify into ● Many wheat farmers have begun to diversify into other forms of agriculture. ● The company is planning to diversify into other mining activities. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  39. Text B Reading Dell’s Marketing Strategy Marketing Mix 2 Product: Dell builds its computers, workstations, and servers to order; none are produced for inventory. Dell’s customers could order custom-built servers and workstations based on the needs of their applications. based on...过去分词短语做状语。 custombuilt a. if a car, machine, etc is custombuilt, it is made according to the needs of a particular buyer  ● Call us for custombuilt engines and engine repairs, as well as modifications and upgrades for all vehicles. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  40. Text B Reading Dell’s Marketing Strategy lines 3 Dell offers two of notebook computer systems. The Latitude line is designed to address a wide range of business and organizational needs, including powerful performance, portability, and flexibility. The Inspiron line is targeted to the customers who require high-performance computer systems at aggressive prices. Typical customers are individuals or small-to-medium sized businesses that require optimum performance for their investment. individuals or... businesses 并列做表语；that 引导定语从句，修饰individuals 和businesses. optimum a. best; most likely to bring success or advantage  ● A mixture of selected funds is an optimum choice for future security and return on investment. who引导定语从句。 highperformance a. modified to give superior implementation aggressive a. very determined to succeed or get what you want individuals or... businesses 并列做表语；that 引导定语从句，修饰individuals 和businesses. optimum a. best; most likely to bring success or advantage  ● A mixture of selected funds is an optimum choice for future security and return on investment. line n. 1) a type of goods for sale in a shop  ● This dress is one of our latest lines.  ● The company has just launched a new line of small, low-priced computers. 2) a series of levels of authority within an organization  ● There should be more direct discussion between managers and workers lower down the line. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  41. Text B Reading Dell’s Marketing Strategy 4 Two lines of desktop computer systems are available. The OptiPlex line is designed for corporate, institutional and small business customers who demand highly-reliable, stable, manageable and easily serviced systems within networked environments. The Dimension line is designed for small businesses and home users requiring fast technology turns and high-performance computing. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  42. Text B Reading Dell’s Marketing Strategy 5 Price: Dell’s product reflect the affordability of the local consumers. For example, basing plants in Xiamen, China, Dell has been able to provide products and services at the local prices without incurring additional costs to price. Price reasonability and the availability of support, after-sales services have elevated Dell’s position from others. pricings pricing n. ［U］ the act of deciding the price of something that you sell  ● We adopt a competitive pricing policy. price vt. to decide the price of something that is for sale be priced at something  ● Tickets are priced at ￡75 each. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  43. Text B Reading Dell’s Marketing Strategy 6Place: For this reason, Dell has been able to affect the location strategy aspect of its marketing campaign. As Dell’s products are always available at the nearest dealers, customers develop trust for the “local Dell” thereby achieving the objective of gaining their trust in Dell’s products and services, and forming a large and diversified consumer base. 本句主句是customers develop trust；As引导原因状语从句；thereby achieving…做结果状语；gaining…, and forming并列做介词of的宾语。 thereby ad. with the result that something else happens thereby doing something  ● Diets that are high in saturated fat and cholesterol tend to clog up our arteries, thereby reducing the blood flow to our hearts and brains. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  44. Text B Reading Dell’s Marketing Strategy 7Promotion: Michael Dell was a strong believer in the power of advertising and frequently stressed its importance in the company’s strategy. He insisted that the company’s ads be communicative and forceful, not soft and fuzzy. The company regularly has prominent ads in such leading computer publications as PC Magazine and PC World, as well as in USA Today, The Wall Street Journal, and other business publications. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  45. Text B Reading Dell’s Marketing Strategy Global Positioning and Target Market 8 Dell’s consumer base is not a typical American or Canadian but a wide range of customers from Asia, Latin America, and Europe as well, each with distinct needs and requirements. As more and more consumers in developing regions like China, Brazil, France, and India grow to appreciate computerized environment, they also have complex needs. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  46. Text B Reading Dell’s Marketing Strategy Therefore, Dell should maintain differential but integrative marketing strategy so that the company has a niche in each of the markets in which it manufactures products. so that 引导目的状语从句；in which...是定语从句，修饰markets. niche 1) n. an opportunity to sell a product or service to a particular group of people who have similar needs, interests etc niche in ●He spotted a niche in the market. 2) n. if you find your niche, you find a job or activity that is very suitable for you ●He’s managed to create a niche for himself in local politics. 3) relating to selling goods to a particular small group of people who have similar needs, interests etc ● A niche product is a product made and marketed for specialized uses. ●niche market: a small area of trade within the economy, often involving specialized products ●Lotus make luxury cars for a small but significant niche market. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  47. Notes Text B Reading 1. Dell 戴尔公司于1984年由迈克尔·戴尔(Michael Dell)创立,总部设在德克萨斯 州的奥斯汀市,是全球领先的IT产品及服务提供商｡ 2. PC Magazine《个人电脑杂志》,月刊,是世界最著名的电脑刊物,也是全世界 第一大IT媒体ZD集团的旗舰刊物,以产品和技术评测著称｡ 3. PC World 《个人计算机世界》,月刊,是德国著名的全球性IT专业杂志｡ 4. USA Today《今日美国》,是美国唯一的彩色版全国性对开日报｡ 5. The Wall Street Journal《华尔街日报》,是世界最具影响的商业财经报纸｡ Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  48. Over 20 yeas Cut out the middleman and sell the product cheaper; offer great customer service by giving the customer exactly what they want. Deal with customers oneonone. Computers, workstations, and servers. The OptiPlex line and the Dimension line. Sample Text B Comprehension Part 1 Complete the table of the basic information of Dell according to the passage. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  49. The OptiPlex line and the Dimension line. Affordability and reasonability. Availability at the nearest dealers. Communicative and forceful. America, Canada, Asia, Latin America, and Europe Sample Text B Comprehension Part 1 Complete the table of the basic information of Dell according to the passage. Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

  50. Text B Comprehension Part 2 Decide whether the following statements are True or False. 1. Dell keeps large amounts of inventory so as to deliver the product as soon as the customer places an order. 2. The target group of the Inspiron line is large businesses and organizations. 3. The target group of the Dimension line is individual users and small businesses. 4. Dell ensures low prices by using less expensive components. 5. The “local Dell” strategy helps Dell gain customers’ trust in its products and after-sales services. 6. Dell should keep different but integrative strategies in different markets in order to maintain its leading position in the industry. （ ） F （ ） F （ ） T （ ） F （ ） T （ ） T Lead-in Text A Text B Real Life Practice Practical Writing www.themegallery.com http://www.dutpgz.cn

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