Unit 3(BookV) Section A (4periods) 内容：SectionA:An Introduction to Sales Promotion 1.Learn about techniques of products promotion and services performance. 2.Enlarge vocabulary; 3.Translate a passage about products promotion from Chinese into English by using same phrases from the text 4.Writing skills:exemplification 重点和难点： 1.Key words: collide accommodate amend enlighten acquaint quota slump magnify refund amplify booth bonus 2.Phrases: other than as such in coniunction with bring in in search of give away 3.Collocation expand 步骤： Step One:Background Information Step Two:StructureAnalysis Step Three:Detailed Study of the Tex Step Four:Exereise △Background Information 1.Budweiser:Budweiser is the brand-name of the world's top-selling beer,produced by Anheuser-Busch Companies,Inc the largest brewing company in the world Based in St Louis Missouri,Anheuser-Busch produces about 30 varieties of beer.which it distributes in more thar 70 countries.The company is the world's largest recycler of aluminum cans and a leading manufacturer of metal beverage containers It also owns several theme parks including Busch Gardens and Sea World.For more information about Budwe iser pleas visit http:/w 2.Pub (BrE short for public house):Pub is a building (not a club,hotel etc.but often serving meals)where alcoholic drinks are sold and served:it is the same as bar.or tavern in the eves of Americans.Related terms:Public bar-the less expensive bar in a public house (or hotel): smarter and more lavishy furnished area ina public house (or hotel). .Philips:Philips isa major Dutch manuf cturer of consumer components, sehold appliances lighting equipment,and computer and telecommunications equipment.Its headquarters are in Eindhoven,the Netherlands.To learn more about Philips,you can visit its official website at http:h限philips.com
Unit 3(Book V) Section A (4 periods) 内容：Section A: An Introduction to Sales Promotion 目的: 1. Learn about techniques of products promotion and services performance; 2. Enlarge vocabulary; 3. Translate twelve sentences and a passage about products promotion from Chinese into English by using same phrases from the text; 4. Writing skills: exemplification; 重点和难点： 1． Key words: collide accommodate amend enlighten acquaint quota slump magnify refund amplify booth bonus 2．Phrases: other than as such in conjunction with bring in in search of give away 3. Collocation: expand 步骤: Step One: Background Information Step Two: Structure Analysis Step Three: Detailed Study of the Text Step Four: Exercise ∆ Background Information 1. Budweiser: Budweiser is the brand-name of the world’s top-selling beer, produced by Anheuser-Busch Companies, Inc., the largest brewing company in the world. Based in St. Louis, Missouri, Anheuser-Busch produces about 30 varieties of beer, which it distributes in more than 70 countries. The company is the world’s largest recycler of aluminum cans and a leading manufacturer of metal beverage containers. It also owns several theme parks, including Busch Gardens and Sea World. For more information about Budweiser, please visit http://www.budweiser.com/. 2. Pub ( BrE short for public house): Pub is a building (not a club, hotel, etc. but often serving meals) where alcoholic drinks are sold and served; it is the same as bar, or tavern in the eyes of Americans. Related terms: Public bar - the less expensive bar in a public house (or hotel); lounge bar - the smarter and more lavishly furnished area in a public house (or hotel). 3. Philips: Philips is a major Dutch manufacturer of consumer components, household appliances, lighting equipment, and computer and telecommunications equipment. Its headquarters are in Eindhoven, the Netherlands. To learn more about Philips, you can visit its official website at http://www.philips.com
Aim of PartA 1.Main Idea&Structure Analysis Part IThe general concept of sales promotion (Para.1-6) Main idea Sales promotion of those promotionl activities other than advertising.rna selling.and publicity.The techniques of sales promotion are acombination of varied activities like coupons,drawings,games,contests,etc.Sales promotion is supplementary to advertising. personal selling.publicity and temporary in nature.Sales promotion is to stimulate consumer demand and o etr products and has grown steadily in terms of popularity both in the United States and overseas and become indispensable. Part II The advantage and disadvantages of sales promotion in practice.(Para.7-10) Main idea Sales promotion is effective in helping consumers become acquainted with a new product and busin gain the extra compe ve advanta Sales promotio sometimes collide with psychological ba consumers. Part III Conclusion (Para.11) Main idea sales notion methods may have to be amended.The employed should be cons Useful Patterns 3 Words Phrases 1)enlighten v.give knowledge to insruct,teach,free fro Topractice the olicy,one of the problems is to enlighten people about the techniques of birth contro Nobody cared to enlighten her,and after an embarrassing silence the conversation turned to other matters Such teaching is not simply with the object of enlightening the mind,but to mould the nd give directionto life 2)slump:n. 1>economic recession The economic growth of the 1960s and early 1970s came to grief because of the Western economic slump and the rapid increase in world population. and the fear of AIDS have made lifeeven touher for people in this are Sharp decline or heavy fall One of the major changes industry had to adapt to in the autumn of 1987 was the stock markets slump that saw share prices fall sharply. vifall heavily;collapse;decline sharply
Aim of Part A 1. Main Idea & Structure Analysis Part I The general concept of sales promotion (Para. 1-6) Main idea Sales promotion consists of those promotional activities other than advertising, personal selling, and publicity. The techniques of sales promotion are a combination of varied activities like coupons, drawings, games, contests, etc. Sales promotion is supplementary to advertising, personal selling, publicity and temporary in nature. Sales promotion is to stimulate consumer demand and to get support from business people and is applicable to consumer products and industrial selling. Sales promotion has grown steadily in terms of popularity both in the United States and overseas and become indispensable. Part II The advantage and disadvantages of sales promotion in practice. (Para. 7-10) Main idea Sales promotion is effective in helping consumers become acquainted with a new product and business gain the extra competitive advantage of existing products. Sales promotion can sometimes collide with psychological barriers, and this fact is applicable to shop owners as well as consumers. Part III Conclusion (Para. 11) Main idea Much like other marketing aspects, sales promotion methods may have to be amended. The techniques employed should be consistent with the local preference. 2. Useful Patterns 3. Words & Phrases 1) enlighten vt. give knowledge to; instruct; teach; free from ignorance, false beliefs, or prejudice To practice the birth-control policy, one of the technical problems is to enlighten people about the techniques of birth control. Nobody cared to enlighten her, and after an embarrassing silence the conversation turned to other matters. Such teaching is not simply with the object of enlightening the mind, but to mould the personality and give direction to life. 2) slump: n. 1> economic recession The economic growth of the 1960s and early 1970s came to grief because of the Western economic slump and the rapid increase in world population. The current economic slump and the fear of AIDS have made life even tougher for people in this area. 2> Sharp decline or heavy fall One of the major changes industry had to adapt to in the autumn of 1987 was the stock markets slump that saw share prices fall sharply. vi. fall heavily; collapse; decline sharply
Certainly,he failed to respond immediately to the gravity of the situation,and his authority slmped accordingly 3)launch:v. 1>set going;start;begin;introduce;initiate launch a product,company.project,etc. She wants to be more than just a singer and is launching out into films and TV series. 2>send,release Launch an attack,missile,rocket,ete The troopsaunched the attacks in revenge after the death of six soldiers in a land mine explosion 4)amplify:vt. 1>increase in size or strength The children amplified the anxieties of their parents as they approached the stages of 2>add to or enlarge upon what is writtenor said by giving further details or illustrations He amplified his views in a broadcast on state television. As amplified below.the play will be a great success if plavers interact naturally with their facial expressions. 5)collide:vi 1>(with)clash;conflict What we are now has much to do with the way we have steered round or even collided with the obstacles in our lives. 2>(with)crash:rush into For no rent reason he had collided with a car coming in the opposite direction killing the other driver instantly 6)amend:vt. 1>change for the better,improve We have to give him chances to amend his ways 2> remove or rrect faults in me to amend the spelling in my paper. 7)Other than: 1>Apart from:except There is no discipline applied to the activity other than itsability to generate profit 2>different from The truth is quite other than what you think 8)as such 1>as being what is indicated:as it exactly means.in the exact sense of the word(s) As such,a great deal of help is required with security and car parking. There weren't many vegetarian dishes as such.though we did have several kinds of cheese in itsefor in themselves Most of the work that most people have to do,as such,is not interesting.but even such work is better than no work to do at all
Certainly, he failed to respond immediately to the gravity of the situation, and his authority slumped accordingly. 3) launch: vt. 1>set going; start; begin; introduce; initiate launch a product, company, project, etc. She wants to be more than just a singer and is launching out into films and TV series. 2>send; release Launch an attack, missile, rocket, etc. The troops launched the attacks in revenge after the death of six soldiers in a land mine explosion. 4) amplify: vt. 1> increase in size or strength The children amplified the anxieties of their parents as they approached the stages of selection for secondary schools. 2> add to or enlarge upon what is written or said by giving further details or illustrations He amplified his views in a broadcast on state television. As amplified below, the play will be a great success if players interact naturally with their facial expressions. 5) collide: vi. 1> (with) clash; conflict What we are now has much to do with the way we have steered round or even collided with the obstacles in our lives. 2> (with) crash; rush into For no apparent reason he had collided with a car coming in the opposite direction, killing the other driver instantly. 6) amend: vt. 1> change for the better; improve We have to give him chances to amend his ways. 2> remove or correct faults in The teacher asked me to amend the spelling in my paper. 7) Other than: 1> Apart from; except There is no discipline applied to the activity other than its ability to generate profit. 2> different from The truth is quite other than what you think. 8) as such 1> as being what is indicated; as it exactly means; in the exact sense of the word(s) As such, a great deal of help is required with security and car parking. There weren’t many vegetarian dishes as such, though we did have several kinds of cheese. 2> in itself or in themselves Most of the work that most people have to do, as such, is not interesting, but even such work is better than no work to do at all
You can use a hand mirror in conjunction with the wall mirror to get a back view of yourself. 10)give away: 1>give (sth)free of charge gave away most of her money to the Hope Project 2>abandon;lose You have given away a good chance of success. 3>(infiml.)reveal sth.secret or concealed He was removed from his office because he had given away the company's information. A Detailed Study ofthe Text 1.For our purposes here,promotion is a broad term that includes sales promotions as well as the other thre promotional activities.(Para.1) Meaning our studies her promotion isa word that recognizes sales promotion along with the other three promotional activities. 2.The common ones used are coupons,.and trading stamps.(Para2) trading stamps:A trading stamp is a stamp given as a premium to a customer,specified quantities of these stamps being exchangeable for various articles. 3.Budweiser glasses,bar towels,football banners,and similar items were als offered for sale to pub patrons.(Para.3) Meaning:Budweiser glasses,bar towels,football banners,and similar items were also offered to pubs to sell to their regular customers. 4.The American company also had to convince the Thai businessmen not to store their company's products in the freezers and not to unplugfreezer units at night to save electricity (Para.4) Meaning:For an American company to do this successfully,it also had to persuade the Thai businessmen not to store their company's products in the freezers and not to unplug freezer 5.The use of sales promotion is not limited to consumer products,it can be used with industrial selling too.(Para.5) Meaning:Sales promotion is not only effective in increasing sales of consumer goods,it is /effective toindustrial products. Compared with five years ago,three of five firms had moved to increase their expenditures on such non-media alternatives as booths at trade shows and expositions,displays where people can purchase the product directly,and publicity.(Para 6) Meaning:When comparing today's amount of sales promotions with that of five years ago
9) in conjunction with: in combination with; together withHerbal medicine was often used in conjunction with acupuncture and massage. You can use a hand mirror in conjunction with the wall mirror to get a back view of yourself. 10) give away: 1> give (sth.) free of charge She gave away most of her money to the Hope Project. 2> abandon; lose You have given away a good chance of success. 3> (infml.) reveal sth. secret or concealed He was removed from his office because he had given away the company’s information. ∆ Detailed Study of the Text 1. For our purposes here, promotion is a broad term that includes sales promotions as well as the other three promotional activities. (Para.1) Meaning: For our studies here, promotion is a word that recognizes sales promotion along with the other three promotional activities. 2. The common ones used are coupons, . and trading stamps. (Para.2) trading stamps: A trading stamp is a stamp given as a premium to a customer, specified quantities of these stamps being exchangeable for various articles. 3. Budweiser glasses, bar towels, football banners, and similar items were also offered for sale to pub patrons. (Para.3) Meaning: Budweiser glasses, bar towels, football banners, and similar items were also offered to pubs to sell to their regular customers. 4. The American company also had to convince the Thai businessmen not to store their company’s products in the freezers and not to unplug freezer units at night to save electricity. (Para.4) Meaning: For an American company to do this successfully, it also had to persuade the Thai businessmen not to store their company’s products in the freezers and not to unplug freezer units at night to save electricity. 5. The use of sales promotion is not limited to consumer products; it can be used with industrial selling too. (Para.5) Meaning: Sales promotion is not only effective in increasing sales of consumer goods, it is also applicable/effective to industrial products. 6. Compared with five years ago, three of five firms had moved to increase their expenditures on such non-media alternatives as booths at trade shows and expositions, displays where people can purchase the product directly, and publicity. (Para.6) Meaning: When comparing today’s amount of sales promotions with that of five years ago
three of five companies have increased their spending on such non-media methods as publicity and have and expositions for people to purchase the products directly. 7.It also works well with existing products that are highly competitive and similar to each other. especially when they have a low unit-price and high turn over.(Para.7) s.Sales promotion also works well to sell products that competitors and are similart oth er especially when pricesre low for each unit sold and when they are sold and replaced at a high rate 8.In Brazil,electrical fixtures are treated as commodities,and Philips wanted to make electricians aware of its brand.(Para8) Meaning:Electrical fixtures are taken as commodities in Brazil.A company named Philips 9. fear that the manufacturer will not repay them the money they lose when giving the discount (Para.10) Meaning:Some foreign retailers feel hesitated in accepting manufacturers'discount coupons cturers'promise to repay them the money that they ose by giving thei consumers a 10.The techniques employed.To be effective,should be consistent with the local preferences (Para.11) Meaning For the sales promotion techniques to be successful,they should be consistent with al people's likes △Exercise 1.Discuss the questions as follows: Topie1 Whatare the four promotional activities? Topic Why has sales promotion become more and more popular? Topie 3 Which points must one keep in mind in order to make the sales-promotion techniques effective? 2 Translation 3 Sentence making acquaint slump magnify refund amplify collide with other than as such in conjunction with give away Section B (2periods) 内容：Reading skills&Section B:The Package as Product 目的：Learn some reading skills and apply them into the reading practice. 重点和难点：
three of five companies have increased their spending on such non-media methods as publicity and have booths at trade shows and expositions for people to purchase the products directly. 7. It also works well with existing products that are highly competitive and similar to each other, especially when they have a low unit-price and high turn over. (Para.7) Meaning: Sales promotion also works well to sell products that have many competitors and are similar to each other, especially when prices are low for each unit sold and when they are sold and replaced at a high rate. 8. In Brazil, electrical fixtures are treated as commodities, and Philips wanted to make electricians aware of its brand. (Para.8) Meaning: Electrical fixtures are taken as commodities in Brazil. A company named Philips wanted to make its own brand of electrical fixtures popular among electricians in the country. 9. Some foreign retailers are reluctant to accept manufacturers’ discount coupons because they fear that the manufacturer will not repay them the money they lose when giving the discount. (Para.10) Meaning: Some foreign retailers feel hesitated in accepting manufacturers’ discount coupons and in trusting manufacturers’ promise to repay them the money that they lose by giving their consumers a discount. 10. The techniques employed. To be effective, should be consistent with the local preferences. (Para.11) Meaning: For the sales promotion techniques to be successful, they should be consistent with the local people’s likes. ∆ Exercise 1. Discuss the questions as follows: Topic 1 What are the four promotional activities? Topic 2 Why has sales promotion become more and more popular? Topic 3 Which points must one keep in mind in order to make the sales-promotion techniques effective? 2. Translation 3. Sentence making amend enlighten acquaint slump magnify refund amplify collide with other than as such in conjunction with give away Section B (2 periods) 内容：Reading skills & Section B: The Package as Product 目的：Learn some reading skills and apply them into the reading practice. 重点和难点：