1、Public English Test System(III)Public English Test System(III)Unit Nine Publish RelationsGetting ReadyGetting ReadyText Text 5 5A AText BText BContentsUnit Nine MarketingUnit Nine MarketingGetting Ready1.Look at picture A.What marketing channels can you think of?Unit Nine MarketingUnit Nine Marketin
2、gGetting Ready2.Look at picture B.Why is financing so important for a company?Unit Nine MarketingUnit Nine MarketingReading Text A Intensive ReadingAfter-reading ActivitiesGlobal ReadingPre-reading questions Microsoft:Crafting Image through Public RelationsUnit Nine MarketingUnit Nine MarketingPre-r
3、eadinglHave you ever noticed any promotion activities launched by supermarkets?Discuss those measures with your co-learners if you have seen or heard any.lDo you think a museum,as a nonprofit organization,need any promotion?Why or why not?Unit Nine MarketingUnit Nine MarketingNonprofit organizationl
4、Nonprofit organization(abbreviated as NPO)is neither a legal nor technical definition but generally refers to an organization that uses surplus revenues to achieve its goals rather than to distribute them as profit or dividends.lWhile not-for-profit organizations are permitted to generate surplus re
5、venues they must be retained by the organization for its self-preservation,expansion,or plans.NPOs have controlling members or boards.Many have paid staff including management,while others employ unpaid volunteers and even executives who work without compensation(or that work for a token fee,such as
6、$10 per year).Where there is a token fee,in general,it is used to meet legal requirements for establishing a contract between the executive and the organization.Unit Nine MarketingUnit Nine MarketingFlorida international museum lThe Florida International Museum at St.Petersburg College was an art mu
7、seum located at the Downtown Center location of St.Petersburg College at 244 Second Avenue N,St.Petersburg,Florida.lThe original Florida International Museum opened in 1995 in a former department store and featured traveling blockbuster exhibitions,including Treasures of the Czars in 1995,Splendors
8、of Ancient Egypt in 1996,Titanic in 1998,and Diana,a Celebration in 2005.In 2006 the museum moved to a smaller space in St.Petersburg Colleges Downtown Center.The original museums final special exhibit was Vatican Splendors in 2008.The museum became a part of St.Petersburg College later in 2008,and
9、was retitled.Unit Nine MarketingUnit Nine MarketingTitanic(1997 film)lTitanic is a 1997 American epic romance and disaster film directed,written,co-produced,and co-edited by James Cameron.A fictionalized account of the sinking of the RMS Titanic,it stars Leonardo DiCaprio as Jack Dawson,Kate Winslet
10、 as Rose DeWitt Bukater,Gloria Stuart as Old Rose,and Billy Zane as Roses fianc,Cal Hockley.Jack and Rose are members of different social classes who fall in love aboard the ship during its ill-fated maiden voyage.Unit Nine MarketingUnit Nine MarketinglCamerons inspiration for the film was predicate
11、d on his fascination with shipwrecks;he wanted to convey the emotional message of the tragedy,and felt that a love story interspersed with the human loss would be essential to achieving this.Production on the film began in 1995,when Cameron shot footage of the actual Titanic wreck.The modern scenes
12、were shot on board the Akademik Mstislav Keldysh,which Cameron had used as a base when filming the wreck.A reconstruction of the Titanic was built at Playas de Rosarito,Baja California,and scale models and computer-generated imagery were also used to recreate the sinking.The film was partially funde
13、d by Paramount Pictures and 20th Century Fox,and,at the time,was the most expensive film ever made,with an estimated budget of$200 million.Unit Nine MarketingUnit Nine MarketinglUpon its release on December 19,1997,the film achieved critical and commercial success.It equaled records with fourteen Ac
14、ademy Award nominations and eleven wins,receiving the prizes for Best Picture and Best Director.With a worldwide gross of over$1.8 billion,it was the first film to reach the billion dollar mark,remaining the highest-grossing film of all time for twelve years,until Camerons next directorial effort,Av
15、atar,surpassed it in 2010.Titanic is also ranked as the sixth best epic film of all time in AFI10 Top 10 by the American Film Institute.The film is due for theatrical re-release in 3-D on April 4,2012 to commemorate the centenary of the Titanic setting sail on April 10,1912.Unit Nine MarketingUnit N
16、ine Marketing Skimming and ScanningAnswer the following questions according to Text A What is the marketing concepts major goal?How did Atherholt attract book lovers?Why did the museums board bring in Wayne Atherholt?Whats Atherholts first step to ready the museum for its“Titanic”exhibit?Have Atherh
17、olts efforts to revitalize the museum worked?Whats the proof?Unit Nine MarketingUnit Nine MarketingAnswerslIts to satisfy the customer.lBecause the museum was facing local criticism and huge debt and its future was in doubt.lHe recruited completely new staff and designed a logo for the museum which
18、was printed on stationery,brochures,and in the museums interior to give it a distinctive identity lAtherholt printed the“Titanic”exhibit times,dates,prices,and other information on bookmarks,then provided them to local bookstores to give away to their customers.lYes.On opening day,more than 3,000 vi
19、sitors experienced the enjoyable sixteen-gallery“Titanic”exhibit and it broke the attendance record for a Florida museum.Unit Nine MarketingUnit Nine MarketingDifficult sentences1.According to the marketing concept,an organization,profit or nonprofit,should try to provide products that satisfy custo
20、mers needs and wants as well as achieve its goals.(para.1,line 1)nonprofit:adj.not commercially motivated;非赢利的；不以赢利为目的的 E.g.The industry and trade association is a kind of nonprofit organization.行业协会是非营利组织的一种形态级。Grammar pointprofit or nonprofit是主语an organization的同位语，对主语作进一步解释。That引导定语从句修饰products。Tr
21、anslation根据市场营销理论，无论是盈利性的还是非盈利性的，一个组织应尽量提供满足客户需求的产品,同时实现该组织目标。Unit Nine MarketingUnit Nine MarketingDifficult sentences2.Eventually,the board decided to bring in Wayne Atherholt from the citys renowned Salvador Dali Museum to improve the situation.(para.2,line 4)eventually:adv.within an indefinite t
22、ime or at an unspecified future time;最后，终于E.g.After failing four times,I eventually passed my driving test on the fifth attempt.失败四次之后，我终于在第五次通过了驾驶考试。board:n.a committee having supervisory powers;董事会 E.g.We elected him chairman of the.我们选举他为董事会主席。renowned:adj.widely known and esteemed;著名的，有声望的 E.g.T
23、his region is renowned for tea and silk.这一地区因产茶和蚕丝而闻名。Unit Nine MarketingUnit Nine MarketingDifficult sentences3.He recruited completely new staff and designed a logo for the museum which was printed on stationery,brochures,and in the museums interior to give it a distinctive identity.(para.3,line 2
24、)recruit:v.register formally as a participant or member;聘用，征募E.g.I was asked to recruit on behalf of the firm.我受命为公司招聘新员工。completely:adv.to a complete degree or to the full or entire extent;完全地，彻底地 E.g.His actions completely lack consistency.他的行动缺乏一贯性。Unit Nine MarketingUnit Nine Marketinginterior:n
25、.(the part of which is)inside,indoors,or farthest from the edge or outside;内部，本质 E.g.The interior has been completely redesigned.内部已被完全重新设计的。Difficult sentencesdistinctive:adj.of a feature that helps to distinguish a person or thing;有特色的，与众不同的E.g.Since I met you,we change the world started distincti
26、ve.自从我遇到你，我们的世界开始变得与众不同。identity:n.who or what a particular person or thing is;身份，一致E.g.He had lost his identity card and was being questioned by the police.他遗失了身份证，正在被警察查问。Unit Nine MarketingUnit Nine MarketingGrammar point which 引导定语从句修饰museum。give it a distinctive identity中的it指代museum。Translation
27、 他重新招募员工，并设计出一个全新的博物馆标志。标志被印上文具、简介以及在博物馆的室内各处，充分展现其独特的个性。Difficult sentences4.During the exhibit,Atherholt offered restaurants with free advertising in exchange for an ocean liners menu or Titanic-style desserts.(para4,line4)dessert:v.Sweet food served at the end of a meal;餐后甜点E.g.Are you ready for
28、your dessert now?现在可以给您上甜食了吗？Grammar point offer sb with sth or offer sth to sb,提供某人某物。Translation 在“泰坦尼克”展览期间,Atherholt免费给周边餐馆打广告以换取其提供顾客远洋客轮菜单或“泰坦尼克”甜点。Unit Nine MarketingUnit Nine Marketing completely identity wander effort chief community encourage surveyv1.A recent _ showed people were confused
29、 about what they should eat.v2.He took a deep breath and sat up slowly with great _.v3.Dozens of buildings had been _ destroyed in the earthquake.v4.We sometimes do our social studies in the _.v5.She was perfectly happy simply to _ the streets every now and then.v6.When things arent going well,he _
30、me,telling me not to give up.v7.He had lost his _ card and was being questioned by the police.v8.San Francisco is one of the _ cities of the United StatesUnit Nine MarketingUnit Nine MarketingAmunityv5.wanderv6.encouragesv7.identityv8.chiefUnit Nine MarketingUnit Nine MarketingReading Text B Speed R
31、eadingUnit Nine MarketingUnit Nine MarketingSpeed-reading 2.Why can people watch a pop-up or banner ad online of a product or service anywhere?A.Because televisions and newspapers are popular.B.Because Internet is widely used around the world.C.Because companies have improved products to meet their
32、needsD.Because companies will cut the promotion cost sharply.1.People usually received information of a product through the media in the 20th century EXCEPT .A.radio B.newspaper C.Internet D.television,Unit Nine MarketingUnit Nine MarketingSpeed-reading 3.The word Permanent in the fourth line of the
33、 fourth paragraph means .A.provisionalB.temporaryC.lasting for a limited timeD.lasting for a long timeUnit Nine MarketingUnit Nine Marketing5.What is the attitude of the author towards Internet marketing?A critical B neutralC supportive D disapprovalSpeed-reading 4.Which of the following is NOT true
34、?A.Internet marketing can attract much more customers than traditional marketing.B.Companies can cut down the promotion cost by substituting paper catalogs for electronic ones on the web.C.Customers can search for information about any company through Internet marketing.D.It is more difficult for tr
35、aditional marketing to receive related purchase information.Unit Nine MarketingUnit Nine MarketingAnswers 1.C 2.B 3.D 4.B 5.CUnit Nine MarketingUnit Nine Marketingla虚拟语气虚拟语气(The Subjunctive Mood)（2）Grammar point 1用在用在“It is+形容词形容词+that”主语从句的句型中，从句谓语动词用主语从句的句型中，从句谓语动词用should+动词原形，其中动词原形，其中should 可以省略
36、。可以省略。It is not necessary that everyone(should)attend the meeting.并不是每个人都要参加会议。It is requested that all students(should)be present.要求所有的学生都到课。2用在用在“It is(about/high)time(that)”句型中。从句谓语动词用句型中。从句谓语动词用过去时或过去时或should+动词原形，其中动词原形，其中should不可以省略。不可以省略。It is high time that we should make up our mind.It is h
37、igh time that we made up our mind.现在是我们下定决心的时候了。Unit Nine MarketingUnit Nine Marketingla虚拟语气虚拟语气(The Subjunctive Mood)（2）Grammar point 3用于用于as if/though引导的方式状语从句中，从句谓语动词形式与引导的方式状语从句中，从句谓语动词形式与wish后的宾语从句相同。后的宾语从句相同。The new employee talks as if he were the boss.这个新员工说话就好像他是老板似的。They talked as if they
38、had been old friend for years.他们说话很亲热，就像多年的老朋友似的。4用于用于if only引起的从句或惊叹句中，谓语动词形式与引起的从句或惊叹句中，谓语动词形式与wish后的宾后的宾语从句相同。语从句相同。If only I hadnt lost the watch!我要是没丢了手表就好了。Unit Nine MarketingUnit Nine Marketingla虚拟语气虚拟语气(The Subjunctive Mood)（2）Grammar point 5用于用于lest,for fear that 和和in case引导的状语从句，从句谓语动词用引导的
39、状语从句，从句谓语动词用should+动词原形，其中动词原形，其中should 可以省略。可以省略。She took an umbrella with her lest/for fear that/in case it(should)rain.她带了把雨伞，怕下雨。6有时，虚拟条件可能用介词或介词短语含蓄地表达，能这样用的有时，虚拟条件可能用介词或介词短语含蓄地表达，能这样用的词或短语有词或短语有but for,without等。等。But for/without your support,we wouldnt have succeeded.要不是/如果没有你的支持，我们是不会成功的。Unit Nine MarketingUnit Nine MarketingThank you!Unit Nine MarketingUnit Nine Marketing
