大学英语1ppt课件.ppt

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1、New College English Unit 6,1,New College English Unit 6,2,Menu of Reading Comprehension,Related InformationPre-Reading QuestionsPassage StudyPost-Reading Questions,New College English Unit 6,3,Related Information1,Shopping was once a local activity conducted out of daily necessity. If people could n

2、ot find the things they needed fairly near their homes, it was rarely feasible to look elsewhere. There were small neighborhood shops and vendors along the street with little variety to choose from, and marketplaces or bazaars where many vendors could gather.,New College English Unit 6,4,Related Inf

3、ormation2,Nowadays malls and department stores have almost everything you may need and many things you dont ever want. If you have a car or other quick and convenient transportation, you can go to a mall to window shop or comparison shop to your hearts content. Prices are clearly posted with no need

4、 to haggle. Receipts are given in case the merchandise is defective. Clerks are trained to be polite and deferential to discourage shopping elsewhere. Refunds and exchanges are usually permitted. The best way to get a good bargain is to buy things out of season or wait for a big sale.,New College En

5、glish Unit 6,5,Related Information3,Modern marketing is very intense and competitive, often targeting specific audiences such as young people or housewives. Everyone says their products and services are either the best or the least expensive. Of course this cannot always be true, but with the huge v

6、ariety of items now on the market its rarely easy to decide. The modern flea market is also a place where one can get some of the cultural flavor of the traditional bazaar, though the merchandise is rarely new.,New College English Unit 6,6,Related Information4,Consumers who insist on legal protectio

7、n should shop at well-established stores, which are directly accountable for the quality of their merchandise and tend to provide better service. Most of the large stores also permit payment by check or by credit card. But people who like convenience now have additional options. They may shop by mai

8、l or phone from catalogues or TV ads, or even on websites.,New College English Unit 6,7,Related Information5,Now people can shop for almost anything, and for almost any reason including the sheer pleasure of doing so. But the buyer should always beware. The old saying that “a fool and his money are

9、soon parted” is still as true as ever.,New College English Unit 6,8,Menu of Pre-Reading Questions,Directions: Discuss the following question in groups.Which aspects of a product do you usually take into consideration when you are making a buying decision?,New College English Unit 6,9,Pre-Reading Que

10、stions,quality,brand,price,service, material, color,style,package,expiration date for food（保质期）,guarantee（保修）, after-sales service（售后服务）,Words and Phases May Be Used,New College English Unit 6,10,Which aspects of a product do you usually take into consideration when you are making a buying decision?

11、 From the most important to the least important, they are:,quality, price, brand, service, material, color, style, taster for food, package especially for gifts, expiration date for food.,Pre-Reading Questions,New College English Unit 6,11,Active TextDifficult SentencesSummary of the Text写作风格,Passag

12、e Study,Consumer Behavior of Young People,Para. 1 Para. 6Para. 2 Para. 7Para. 3 Para. 8Para. 4 Para. 9Para. 5,New College English Unit 6,13,Paragraph 1,Marketers are interested in understanding what products will sell well in the youth market. It is also important to appreciate the influence that yo

13、ung people have on the purchases of others, such as parents. In fact, sometimes marketers are more interested in young peoples influence on other buyers than in their role as the main purchasers of certain items.,1,New College English Unit 6,14,Paragraph 2,How do youths spend their incomes? Both fem

14、ale and male teenagers spend most of their money on clothes, CDs, stereo equipment, entertainment, and travel. Young women spend most on cosmetics, followed by clothes and jewelry. Young men spend the most on sporting goods, cameras, CDs, stereo equipment, bicycles, shoes, jeans, musical instruments

15、, and electronic games.,New College English Unit 6,15,Paragraph 3,As members of a highly consumption-oriented society, teenagers have become increasingly aware of new products and brands. They are natural “triers” and spend hours shopping for themselves.,2,New College English Unit 6,16,Paragraph 4-1

16、,In addition to their direct impact on the marketplace, youths have a secondary influence on many of the products and brands their parents choose. For example, research reveals that three out of four teens influence their parents purchasing decisions. For major purchases, teens highest influence occ

17、urs in the first stage of the decision-making process and is strongest for aesthetic considerations such as style, color, and make of the product,New College English Unit 6,17,Paragraph 4-2,but weakest for decisions such as where and when to purchase and how much money to spend.,Apple computers rese

18、arch showed that teens are influencing family decisions about buying computers. As a result, one of its recent model introductions used contemporary hit radio and computer magazines popular with young people to encourage teens to convince their parents to buy the new product.,3,New College English U

19、nit 6,18,Paragraph 5,With the large growth in the number of families of two working parents, youths are doing more of the food shopping and other shopping for parents. For example, one study found that 80 percent of teenagers were “heavily involved” in family food shopping.,Kraft recognized the impo

20、rtance of teenage grocery shopping and is advertising in music television programs, in teen magazines, and on contemporary hit radio, emphasizing recipes containing Kraft products.,New College English Unit 6,19,Along with the ad campaign, Kraft also produced an educational kit on “Food Buymanship” w

21、hich is given to home-economics teachers to distribute to teenagers in school.,Paragraph 6,Thus, it is clear that this market also occupies an important position in terms of its secondary influence on parents buying decisions.,New College English Unit 6,20,Paragraph 7,Another factor emphasizing the

22、market importance of the youth is that this is the time when brand loyalties may be formed that could last well into adulthood. For example, a brand-loyalty study done by Seventeen magazine found that at least 30 percent of adult women were using the same brands they first chose as teenagers. Transl

23、ated into total market figures, the findings would mean, for instance, that 6,760,000 women still are using the same brand of cosmetics and 8,900,000 still are eating the same kind of packaged cheese that they first bought.,4,New College English Unit 6,21,Paragraph 8,During the process of making the

24、ir buying decision, to what extent are teens influenced by parents, friends, sales clerks, media, or other sources? For many product decisions, friends are the most significant influence. Nevertheless, parents are still an important factor affecting many buying decisions. The important point is that

25、 although peer pressure is quite strong, family influences are also significant. Thus, the marketer should know which group, parents or peers, has the most influence at any given time so they can plan their marketing strategies properly.,5,New College English Unit 6,22,Paragraph 9-1,Teenagers often

26、spend hours shopping, especially on weekends. The fact that they are doing more shopping may result in their spending more money in stores they go to. In addition, youths often have a great deal of authority in store-selection decisions, which means that stores must attract them with an effective ap

27、peal. Although the popular belief is that young people buy products impulsively and are less rational than the market as a whole,6,7,New College English Unit 6,23,Paragraph 9-2,surveys indicate that most respondents aged 14 to 25 compare prices and brands before buying. Research on adolescent shoppi

28、ng behavior has produced the following tentative conclusions:,Adolescents tend to rely more on personal sources for information on sophisticated products such as computers, and most on media for information on more ordinary products such as clothing or cosmetics.,New College English Unit 6,24,Paragr

29、aph 9-3,At the product-evaluation stage of the decision process, price and brand name are perceived as the most important criteria, with a relatively low influence coming from parents and peers.As teenagers mature, they use more sources of consumer information prior to decision making, rely more on

30、friends and less on parents for information and advice in buying, and prefer to purchase products without parental supervision. (806 words),New College English Unit 6,25,Difficult Sentences 1-1,In fact, sometimes marketers are more interested in young peoples influence on other buyers than in their

31、role as the main purchasers of certain items. (Para.1 L.3-5),【解析】本句是个结构稍复杂的比较句，即将市场调研人员在调研年轻人市场时的两个主要兴趣点进行比较，只要牢牢抓住more interested in.than in.这个结构就行。buyers与purchasers同义，“购买者”。influence on sb. / sth.是固定搭配。the role as 意为“作为的角色是”；items 在上下文中指“作为商品的物品”。,New College English Unit 6,26,Difficult Sentences

32、1-2,【释义】Actually, compared with the young peoples role as the main buyers of some items, the marketers are more interested in their effect on the other buyers.,【译文】事实上，与年轻人作为某些产品的主要购买者的角色相比，市场调研人员往往更感兴趣的是他们对其他购买者的影响。,New College English Unit 6,27,Difficult Sentences 2-1,As a member of a highly consu

33、mption-oriented society, teenagers have become increasingly aware of new products and brands. (Para. 3 L.11-12),【解析】consumption-oriented 以消费为主导的社会，类似的构词法如：money-oriented 以钱为中心的，student-oriented 以为学生服务为中心的，family-oriented 将家庭置于首位的；teenager 指13至19岁之间的年轻人，teen 意为 ten, age 年龄，十几岁的人即青少年。be aware of 意识到，觉

34、察到，了解。,New College English Unit 6,28,Difficult Sentences 2-2,【释义】Our society is a highly consumption-oriented society, so as members of it, the teenagers have paid much more attention to the new products and brands.,【译文】十几岁的青少年，作为以消费为主导的社会的一员，已经越来越多地注意起新产品和新品牌。【例句】We are fully aware of the gravity o

35、f the situation. 我们非常清楚地意识到局势的严重性。,New College English Unit 6,29,Difficult Sentences 3-1,For major purchases, teens highest influence occurs in the first stage of the decision-making process and is strongest for aesthetic considerations such as style, color, and make of the product but weakest for d

36、ecisions such as where and when to purchase and how much money to spend.,【解析】本句看似很复杂，其实只要抓住三个形容词最高级highest.strongest.weakest 即可迎刃而解。其中前两个是并列关系，这二者又与第三部分构成对比关系。weakest 前省去了is。major“重要的，主要的”；major purchases 大件商品的购买，make 在此是名词，意为“制造的方法；样式”。,New College English Unit 6,30,Difficult Sentences 3-2,【释义】When

37、 a family need buy some major goods, the teenagers have the great effect on the decision-making process, especially on the aesthetic consideration such as style, color and fashion, but they have little effect on the decisions such as where and when to buy and how much money to spend. (Para. 4 L.16-2

38、0),【译文】买大件商品的时候，在做决定的初始阶段，青少年的影响力最大，而且主要是在诸如风格、色彩、样式等审美情趣上，而在购买的时间。地点和价格上则没有多少影响。,New College English Unit 6,31,Difficult Sentences 3-3,【句型】 where 后省去了to purchase。这种特殊疑问词加不定式的用法非常常见。【例句】,1. I dont know what to do next.我不知道下一步要做些什么。2. My uncle taught me how to drive last summer. 去年夏天我叔叔教我学开车。,New Col

39、lege English Unit 6,32,Difficult Sentences 4-1,Another factor emphasizing the market importance of the youth is that this is the time when brand loyalties may be formed that could last well into adulthood.,【解析】emphasizing 是现在分词短语修饰another factor, that 引导一个表语从句；when 引导定语从句修饰 the time, that 又引导一定语从句修饰

40、 brand loyalties，loyalty 原指对国家、组织、首领、国王等忠心，这里指喜欢上某个牌子的某种产品以后就一直用这个牌子，不再换别的牌子；last 是不及物动词，意为“持续”。well 用于表示强调，而不表示“好”。,New College English Unit 6,33,Difficult Sentences 4-2,【释义】There is another factor that why the market should emphasize the importance of the youth, for the youth may form their loyalt

41、y in some brands during their adolescence and this loyalty may last until their adulthood. (Para. 7 L.35-36),【译文】之所以强调青少年对市场的重大作用，另一因素是这一时期内有可能培养起他们对品牌的忠诚，而且这种忠诚可以保持到成年后多年。【例句】It was well after 12 oclock when they returned.足足过了十二点他们才回来。,New College English Unit 6,34,Difficult Sentences 5-1,Thus, the

42、 marketer should know which group, parents or peers, has the most influence at any given time so they can plan their marketing strategies properly. (Para. 8 L.46-48),【解析】so 引导一状语从句；which 引导宾语从句，做know 的宾格；at any given time 意为“在任一指定的时间，在任一特定的时刻”；given 这里是形容词，意为“特定的，一定的”。,New College English Unit 6,35,

43、Difficult Sentences 5-2,【释义】So in order to work out the proper marketing strategies, the marketer should know which group, parents or teens, has the strongest effect at any given time.,【译文】因此，市场调研人员应当知道在任一特定时间，究竟哪一群人最有影响力，是父母呢，还是同龄伙伴?这样他们才能制定出正确的市场营销策略。【例句】The debt must be paid within a given period

44、 of time.债款必须在一定时期内还清。,New College English Unit 6,36,Difficult Sentences 6-1,In addition, youths often have a great deal of authority in store-selection decisions, which means that stores must attract them with an effective appeal. (Para. 9 L.50-52),【解析】词组中已讲过in addition to “除之外”，to是介词，后面必须跟名词，代词等介词

45、宾语，in addition 相当于whats more，意为“此外，而且，另外”；authority 这里意思是“权力，权威”，相当于power, influence；which 引导一定语从句，但是which 指代的是前面整个一句话，而不是某个词，翻译时可译为“这”。that 引导一宾语从句做means的宾语；appeal 的意义、用法请见词汇部分。,New College English Unit 6,37,Difficult Sentences 6-2,【释义】Besides what have been mentioned above, youth usually have a de

46、ciding right in store-selection, and this means that the stores must have effective methods to attract them.,【译文】此外，青少年在选择去哪家商店上有很大决定权，这就意味着商店必须拿出有效的招数来吸引他们。,New College English Unit 6,38,Difficult Sentences 7,Although the popular belief is that young people buy products impulsively and are less rat

47、ional than the market as a whole, ( Para. 9 L. 52-53),【解析】此句中 that young people buy products impulsively and are less rational than the market as a whole 是表语从句，在此表语从句中 buy 和 less rational than the market as a whole 是并列谓语部分。 【译文】虽然人们通常认为年轻人买东西很冲动，不像整个市场那样理智，,New College English Unit 6,39,Reading Comp

48、rehension 1.Understanding the Structure of the First Part of the Passage 2.Identifying the Main Idea of the Second Part of the Passage 3.Understanding Specific Information 4.Questions for Group Discussion,Post-Reading,New College English Unit 6,40,Structure of the First Part,The _ of American youth

49、(Para.1)Their role as _ (Para. 2 3) e.g. They spend a lot of money on _ _.,market importance,main purchasers of certain items,Directions: Work in pairs and complete the diagram with the information you get from the first part of the passage.,New College English Unit 6,41,Their influence on _ _. (Par

50、a.46) Examples of companies that make use of their influence: _.Their _ that may last well into adulthood (Para.7) e.g. _ of adult women are using the same brands they first chose as teenagers.,Structure of the First Part,Apple and Kraft,brand loyalties,Thirty percent,New College English Unit 6,42,M