商务英语综合教程学生用书第一册课件PPT彭青龙978 781134 508 7第一册第10课.ppt 39页

'UnitTenCauseMarketing商务英语综合教程第一册 Haveyoueverheardofcausemarketinginthebusinessworld?Ifyouknowwhatitis,trytogiveanexampleofit. Tounderstandwhatcausemarketingis;Toknowthereasonswhycausemarketinghasbeenpopular;Toknowthesignificanceofcausemarketingasawin-winstrategyforbothcompaniesandtheircausepartners;Tousetheme-relatedvocabularyandexpressionsinrealsituations.LearningObjectives LearningPointsPartI:PartII:PartIII:PartIV:Lead-inTextATextBExerciseandquizUnitTenCauseMarketing Lead-inOneexampleofcause-marketingwouldbethepartnershipofYoplait"s"SaveLidstoSaveLives"campaigninsupportoftheSusanG.KomenfortheCure.Thecompanypackagesspecificproductswithapinklidthatconsumersturnin,andinturnYoplaitdonates10centsforeachlid.Readoneexampleofcausemarketingandtrytogiveadefinitiontoitinyourownwords: TextA:ItPaysOff--IfYouDoItRightEveryone’swaxingphilanthropicthesedays,butitpaysoff—ifyoudoitright.Causemarketingsurroundsus… 1.CulturalNotes2.WordstoDrill3.StructuralAnalysis4.QuestionsforDiscussion5.RelatedWritingTasksTextA:ItPaysOff--IfYouDoItRight ProductRed:授权予合作伙伴公司的营利性品牌theStatueofLiberty:美国自由女神像SusanG.KomenBreastCancerFoundation:苏珊科曼乳腺癌基金会CityYear:由年轻人所组成的全美大型义工团体Boys&GirlsClubsofAmerica(orBGCA):美国儿童群益会CulturalNotes WordstoDrillconceivepervasivedifferentiatesuperfluousdisburseimmunealignadherencecredibilityubiquitous PartsParagraphsMainIdeasPartⅠParas.1~3Causemarketingsurroundsus.PartⅡParas.4~8Whyhasitcaughton?(fivereasons)PartⅢParas.9~12Forcausemarketingtocontinuecontributingtobrandsaswellascauses,marketersneedtopayspecialattentiontothreethings.PartIVPara.13Causemarketingmayindeedbeubiquitous,butitcanstillpayoffasawin-winstrategyforbothcompaniesandtheircausepartners.StructuralAnalysis HasChinabeenintheswimofcausemarketing?Canyougivesomeexamplesofsuccessfulcausemarketinginourcountry?QuestionsforDiscussion RelatedWritingTasksWriteacausemarketingplanforyourcompanywhichproducescosmeticsforbothmenandwomeninabout200words. TranslationExercise:1.本文首先介绍了公益营销管理模型的基本因素和关键因素。2.公益营销正是目前非常流行的,将企业社会责任与企业战略意义进行协调的形式之一。3.与过去企业纯粹的利他型捐赠行为不同,今天的很多企业开始将他们的产品、品牌、企业形象与各种流行的公益事业联系起来,如环保事业、教育事业、对弱势群体的帮助等等,力争在承担企业社会责任的同时实现企业的某些战略意图。 Quiz:completethefollowingsentenceswiththeproperformsofthewordsgiveninthebrackets.1.Manybillionairesinthebusinessworldhaveturnedintointheiroldage.(philanthropic)2.AllbloodistobetestedforHIVandotherinfections.(donation)3.Theentirehousewasbyasoursmell.(pervasive)4.Thevaccineprovideslongeragainstflu.(immune)5.Fortenmonthsshetoastrictno-fatlow-saltdiet.(adherence) CulturalNotesWordExplanationsAssignmentTextB"CauseMarketing"Tips:BoostBusinessbyGivingBack CulturalNotes:IEG:国际权威赞助咨询集团IEGJustice&YoungPublicRelations:美国公共关系咨询公司HabitatforHumanity:人类家园国际组织MarchofDimes:美国一改善婴儿健康状况的慈善组织名称TextB"CauseMarketing"Tips:BoostBusinessbyGivingBack WordExplanationscharityboostforgesynergisticaffinityveganresonate Guesswhatthesepeoplearetalkingaboutinthiscartoonandmakeadialoguewithyourpartners:Assignment www.causemarketingforum.com/-www.nytimes.com/2009/11/12/.../12BUY.html-sphinn.com/story/154769/-goodcausemarketing.com/-UsefulLinks ThankYou ReadthefollowingquotationbyacompanyCEOandtrytogetthemanagementphilosophyofthecompany.Lead-in“Atthecenterofourchallengeasanenterpriseisafundamentalobligationtoinnovateandoperateasacommunityofleaders—alignedaroundasetofvalues:humanity,humility,integrityandexcellence.Morethanmerewords,thesebeliefsstandatthefoundationofallwepursue—inrelationshipswithstakeholders,asstewardsofthecompany’smission,andasengagedcitizenscommittedtosharingstrengthinourglobalcommunity.”––JeffSwartz,President&CEO,TheTimberlandCompany ProductRed:Styledas(PRODUCT)RED,itisabrandlicensedtopartnercompanies.EachpartnercompanycreatesaproductwiththeProductRedlogo.InreturnfortheopportunitytoincreasetheirownrevenuethroughtheProductRedproductstheysell,apercentageoftheprofitisgiventotheGlobalFundtoFightAIDS,TuberculosisandMalaria. theStatueofLiberty:alargestatuelocatedinNewYorkHarbor,asymbolofAmericanfreedomtoEuropeanimmigrants SusanG.KomenBreastCancerFoundation:anorganizationsupportingbreastcancerresearch,thelargestbreastcancercharityintheUS CityYear:anon-profitAmeriCorpsorganizationwhoseprimarygoalistobuilddemocracythroughcitizenservice,civicengagement,leadershipdevelopment,andsocialentrepreneurship.Theprogram"smainprogramisfor17-to24-yearoldstodo10monthsoffull-timecommunityservicetotheircommunity. Boys&GirlsClubsofAmerica(orBGCA):anationalnon-profitorganizationforyouthwhosemissionisto“enableallyoungpeople,especiallythosewhoneedusmost,toreachtheirfullpotentialasproductive,caring,responsiblecitizens” conceivev.(~ofsthassth)toformanidea,aplan,etc.inyourmind;imaginesthTrans.1.上帝常常被想象为男性。Godisoftenconceivedofasmale.2.他想出了一个把旧发电站改造为艺术中心的主意。Heconceivedtheideaoftransformingtheoldpowerstationintoanartscenter.3.我无法想象他会存心伤害我们。Icannotconceivethathewouldwishtoharmus.conceivableadj.conceivablyadv.conceptionn. pervasiveadj.existinginallpartsofaplace;spreadinggraduallytoaffectallpartsofaplaceorthingTrans.1.她的小说里充斥着社会变化的意识。Asenseofsocialchangeispervasiveinhernovels.2.亚热带无处不美的风光深深吸引着他。Thepervasivebeautyofasubtropicalregiondeeplyattractedhim.pervasivelyadv.pervasivenessn.pervadev.(Syn.permeate) differentiatev.(~betweenAandB;~AfromB)torecognizeorascertainwhatmakessomeoneorsomethingdifferentSyn.distinguish;discriminatedifferentiationn.1.It’sdifficulttodifferentiatebetweenthetwovarieties.这两个品种很难辨别。2.Heisunabletodifferentiatebetweenfantasyandreality.他分不清幻想与现实。3.Littlenowdifferentiatesthefirm’sproductsfromitsrivals.该公司与其对手的差别很小了。 immuneadj.(~to/fromsth)notaffectedbysth;protectedfromsthandthereforeabletoavoiditSyn.exemptTrans.1.Adultsareoftenimmunetodiseaseorillness.成人往往对风疹有免疫力。2.You’lleventuallybecomeimmunetocriticism.你终究会不用在乎批评了。3.任何人都不应免于被起诉。Nooneshouldbeimmunefromprosecution.immunityn. alignv.(~sthwith/tosth)tochangesthslightlysothatitisinthecorrectrelationshiptosthelse;cometogetherinagreementorallianceTrans.1.国内价格已调整到与世界市场一致。Domesticpriceshavebeenalignedwiththoseinworldmarkets.2.他们所有人现在必须联合抗敌。Allofthemmustnowalignagainstthefoe.Phr.valignyourselfwithsb/sth:topubliclysupportanorganizationorasetofopinions公开支持alignmentn. KeytoTranslation:1.Atfirstthisarticleintroducedrudimentalandkeyelementsofcausemarketingmanagementmodel.2.CauseMarketingisrightnowthekindofstrategicmarketingmodethatalignsthesocialresponsibilitywithstrategicinterestofenterprises.3.Differingfromthepurelyaltruisticdonationswhichenterprisestookinthepast,enterprisesnowbegintoconnecttheirproducts,brandsandcorporateimagewiththeirsupporttooneorseveralcauses,forthepurposeofachievingcertainstrategicintentionsbytakingtheircorporatesocialresponsibilities. Keytoquiz:1.philanthropists2.donated3.pervaded4.immunity5.adhered IEG:IndependentEvaluationGroup,theworldwideauthorityonsponsorshipandtheleadingproviderofsponsorshipadvisoryservices,valuation,research,publicationsandtraining Justice&YoungPublicRelations:afull-serviceintegratedmarketingfirmlocatedinCincinnati,anexpertfirmofprofessionalpublicrelations,advertisingstrategists,graphicdesignersandwebsitedesignersintheindustry HabitatforHumanity:aninternational,non-governmental,non-profitorganizationfoundedin1976inAmericadevotedtobuilding"simple,decent,andaffordable"housing MarchofDimes:thenameofaUnitedStateshealthcharityfoundedin1938,whosemissionistoimprovethehealthofbabies boostv./ntomakesthincrease,orbecomebetterormoresuccessfulTrans.1.当地政府已经采取了一系列推动旅游业发展的举措。Thelocalgovernmenthastakenarangeofmeasurestoboosttourism.2.降低利率将进一步推动经济的发展。Thecutininterestrateswillgiveafurtherboosttotheeconomy.3.得到那份工作使他信心倍增。Gettingthatjobdidalottoboosthisego.Phr.vboostsb’sconfidence/morale:增强某人的信心/士气 resonatev.(~withsth)tomakeasoundcontinueforalongtime;toremindsbofsth;tobesimilartowhatsbthinksorbelievesTrans.1.Theroomresonatedwiththechatterof100people.屋里会合着100人叽叽喳喳的声音。2.Theseissuesresonatedwiththevoters.这些问题引起了投票者的共鸣。3.Shemakesasimplestoryresonatewithcomplexthemesandemotions.她使一部情节简单的小说充满了复杂的主题和情感。resonantadj.resonantlyadv.resonancen.'