unit10 marketing across culture

中职英语拓展模块unit6～10单词短语摘要：I.引言- 介绍中职英语拓展模块unit6～10的单词和短语II.拓展模块unit6单词和短语- 1.单词：职业；专业- 2.短语：提高技能；获得资格III.拓展模块unit7单词和短语- 1.单词：企业；企业家- 2.短语：经营；管理IV.拓展模块unit8单词和短语- 1.单词：投资；资金- 2.短语：贷款；投资组合V.拓展模块unit9单词和短语- 1.单词：会计；审计- 2.短语：财务报表；审计报告VI.拓展模块unit10单词和短语- 1.单词：市场；营销- 2.短语：市场调研；营销策略VII.结论- 总结中职英语拓展模块unit6～10的单词和短语正文：中职英语拓展模块unit6～10的单词和短语是非常实用的，涉及到很多职业和企业方面的内容。

在unit6中，我们学习了职业（job）和专业（major）两个单词，以及提高技能（improve skills）和获得资格（get qualifications）两个短语。

这些内容可以帮助我们更好地了解自己的职业规划和发展方向。

在unit7中，我们学习了企业（company）和企业家（entrepreneur）两个单词，以及经营（run）和管理（manage）两个短语。

这些内容可以帮助我们了解企业的运作和管理，为将来的创业和管理做好准备。

在unit8中，我们学习了投资（investment）和资金（fund）两个单词，以及贷款（loan）和投资组合（portfolio）两个短语。

这些内容可以帮助我们了解投资的基本概念和技巧，为将来的投资决策做好准备。

在unit9中，我们学习了会计（accounting）和审计（audit）两个单词，以及财务报表（financial statement）和审计报告（audit report）两个短语。

这些内容可以帮助我们了解会计和审计的基本知识和技能，为将来的财务管理和审计做好准备。

Unit10MarketingUnit 10 MarketingTeaching aims:Lesson 1 The marketing mixⅠIntroduction1.What is marketing?Marketing: identifying anticipating and meeting customer needs and wants in a mutually beneficial process. It must be beneficial for both sides; it involves mee ting the organisation?s objectives as well as the customers?.2.Marketing mixPrice: What does it cost the customer?Product: What does it do?Promotion: What are they sold?Place: How does it get to the consumer?In addition, it is possible to include others:People: Are they well trained? Cooperative?Process: Is the buying process easy? Can customers pay by credit card? Can the goods be bought by phone?3.Product (the quality of a product depends on its:)Performance e.g the speed of a car, the power of a microwave Features e.g air conditioning or sunroof on a carBrand nameAesthetics What does it look like?Durability How long will it last?Reliability How likely is it to go wrong in, say, the first year?Ease of servicing How easy is it to fix?4.PriceThe price of a good or service may depend on:CostDemandCompetitionGovernment: e.g the government places indirect taxes (V AT) on most goodsObjectives: short term or long term profitsStage of life cycle: the price is more likely to increase in the growth phase and fall in decline5.The price is likely to be higher when:The good is heavily branded.The good is distributed to exclusive outlets.It is a speciality good.The good is at the growth stage of the life cycle.The firm is following a skimming strategy.ⅡStep CⅢStep DⅣMarket Orientation1.Market orientation: The organization focuses on customer needs and wants. The starting point of itsplanning is what customers want.2.Why is market orientation becoming more important?Greater competitionShorter life-cyclesConsumers more demandingMarkets more fragmentedCustomers are more informed and choice is easierMarkets are more openLesson 2 Advertisements and commercialsⅠIntroduction1.Unique Selling Proposition (USP): the FEATURES andBENEFITS which make it unlike any of thecompeting products.2.Advertising should seek to: A attract attention I create interest D develop a desire A lead to actionⅡStep AⅢSte p BⅣAdvertising1.Advertising agencyAdvertising agency will develop the message on the ad and advertise on the most appropriate medium.They will also help to plan the campaign, plan the timing and frequency of ads.When deciding on the appropriate medium, advertisers should consider the cost, the target audience, and the appropriateness of the chosen medium.2.Types of advertisingInformative advertising: lets people know what the company is offeringPersuasive advertising: tries to persuade the customer to switch from another product or to buy moreCorporate advertising: promoting the company as a whole rather than a particular product.3.Advertising mediaTelevision: expensive, but have colour movement and sound;difficult to reach a particular target groupRadio: relatively cheapPrinted ads: generally more long term than the TV or the radio, it can be cut out and kept for reference.But printed ads generally have less impact than TV advertisingPrinted ads include: newspapermagazine cheap and effective means of reaching a particular target groupposters and bill boards effective if a good location can be found;leaflets firms can have leaflets delivered to people?s houses in a particular areaLesson three Promoting products and brandsⅠIntroduc tion1.Methods of promotingSale promotionShort term incentives to increase sales, e.g free samples, coupons. Effect is often to destroy loyalty to other brands and encourage brand switching; when promotion ends consumers often switch to another brand?s offer. Sales promoti on is called below the line promotional activity.AdvertisingIt is called an above the line promotional activity.PRIt involves managing relations with different publics, e.g the media, consumers, investors. May involve getting media coverage of event or product launch or generally creating a favourable image and generating word of mouth interest. And ensure that your firm keeps a high profile.Personal sellingUse of sales representatives. Sales reps have to travel to meet a prospect, and key accounts would be visited frequently.Direct mailInformation is sent through post.Exhibitions and trade fairsPotential customers can come to your premises and see a demonstration and get hands-on experienceMerchandisingAn attempt to influence consumers at point of sale. Displays in retail outlets or supermarket can attract attention of potential customers.PackagingDesign, shape and information of the productsBrandingSponsorshipFirms fiancéevents (sport events, artistic events). Your brand name or trade mark is displayed prominently.ⅡStep AⅢBrand names1.IntroductionOwn label (own brand)Retailers use own name, rather than a manufacturer?s.Family brandBusiness name on a number of products, e.g Heinz beans, spaghettiIndividual product brandingEach product has a different brand name .2.Step BLesson 4 Possibility, probability and certaintyⅠStep AⅡStep BLesson 5 Marketing your own regionⅠIntroduction1.The different stages of marketing a product:Gathering, recording and analyzing s tatistics→conductingmarket research ( provides information to help firms make better decision)→devising a questionnaire→carrying out a market survey→considering the strengths and weakness of the products and identify opportunities and threats→devisinga m arketing strategy→drafting an ad→review progress( monitor sales after a promotional campaign)2.Gathering primary dataObservation: watching how consumers behave in storesExperiment: try new product in a few stores or one region; test marketingSurvey: postal questionnaires, face to face interviews, telephone interviews.Unit Six International tradeLesson 1 Exchanging informationⅠIntroduction of distribution1.The channel of distribution describes how the title of ownership passes from the manufacturer to theconsumer. Distribution should ensure the product is in the right place at the right time.2.Levels of distribution0 level: manufacturer→consumer1 level: manufacturer→retailer→consumer2 level: manufacturer→wholesaler→retailer→consumer3.IntermediariesWholesalers: buy in large quantities from manufacturers and break into smaller quantities for retailers.Agents: do not take ownership of the goods. They represent a firm and try to gain sales for it. Receive a commission. Often used to enter overseas markets.Wholesalers and manufacturersWholesalers buy in bulk form the manufacturer. This means the manufacturer does not keep as many stocks. The wholesaler will also promote the manufacturer?s products to try to sell them to the retailers.By selling to wholesalers, the manufacturer receives cash more quickly and no longer has the risk of the goods not being sold.Wholesalers and retailersThe wholesaler buys in large quantities from manufacturers and then sells in smaller quantities to the retailers. The retailer can select goods from a range of manufacturers from the wholesaler. TheSOCIAL LANGUAGE----T elephoning tacticsStudy the following table of phrases and responses.Stage Phrase ResponseOpening Good morning/Hello. Good morning/hello.This is/It?s…Who?s calling, please?Warming up I?d like to speak to…Just a minute, I?ll putCould/Can I speak to…?You through.How are you? Hol d on, I?ll get him.Nice to hear from you.Giving message I?m phoning about…I?m sorry he?s not in.Could you give X a message? The line?s busy. Willyou hold?I?ll give him themessage.Rounding off Thanks for your help. Thank you for calling.Fine/Great/OK. OK/Right/Fine.I look forward to seeing/ Me too.Meeting you.Closing Goodbye(then). Goodbye.Goodbye for now. Bye.Using the phone1.The phone is ringing. The first thing you should do is to ______________________.2.“Mrs. Scott isn?t available at the moment. ________________________________?”3.“I?m going to find the file. ____________________________________________?”4.“I?m sorry, I can?t hear you very well, __________________________________.”5.“I cant get through, their line always seems to be _________.6.If you don?t want to be interrupted by any phone calls, you can _________________________________________.7. To make a call by IDD, first dial _______________________ (010), then ________________, then ___________________ and finally the number you require.ReportsYou work for a company that sells electrical goods. You have recently visited a potential supplier in Slovakia.Write a 100---120 word report recommending whether your company should deal with the supplier or not.To: AlanFrom: GeorginaDate: 16 February 2000Re: your visit to Ludova Technologies SlovenskoAlanHere?s the information about ludova Technologies. It isn?t much, I?m afraid, but it?s all we have.The company is 15 years old and employs about 20 people. It?s located in the south west of Slovakia, on the Austrian border. They make electrical goods such as pocket radios, but we?re not really sure what else.Can you find out the following and write a report recommending what we should do? (Don?t forget to make a final recommendation)The factoryWhat are the production facilities like? (Old equipment, but modernization planned)What is the production capacity? (Quite low due to old machines)ProductsWhat is the product range like? (wide range, good quality) Production timesHow quickly can they deliver? (Long delivery times-explain why)Your flight and hotel are booked and Mr Pavol Kukura will meet you at the airport on Friday. Good luck!1.Plan your report. How many sections will there be? Give each section a heading.2.think of phrases and vocabulary to include in each section.3.Check that your plan covers all five points. Then write your report.4.Check your answer.5.Make any necessary changes. Make sure you keep within 100—120 words.Model answerReport on suitability of Ludova technologies Slovensko(LTS) IntroductionThis report aims to assess whether the Slovakian company Ludova technologies would be a suitable supplier of electrical goods.FindingsA recent visit to the company showed that its facilities are quite old, resulting in a limited production capacity. Despite this LTS produces an extensive range of high-quality products including radios, cassette recorders and CD players.However, out-of-date machinery means delivery times of up to three months. This may change when the planned modernization takes place.ConclusionLTS would not be suitable for large orders that require quick delivery.RecommendationsIt is recommended that we remain in contact with LTS and reconsider a supply contract once the factory modernization is completed.Cultural Study Tours Data SheetLocation:Head office: GlasgowBrach office: EdinburghCompany structure:Status: limited liability CompanyNumber of directors: 2Responsibilities:Allan: marketingPeter: financeNumber of staff:5 tour leaders6 administrative staffTour leade rs’ responsibilities:China.Administrative staff’s responsibilities:day-to-day clerical workCompany’s activities:organize tours of professional/cultural interest.Information about departmentsMarketing: Market products. Manage overall business for individual brands. Get consumer insights,understand trends, develop product promotion and advertising initiatives. Generate innovativeideas.Finance and Accounting: Provide leadership to business decision-making, and sound, innovativeplanning and managing of the company?s financial affairs to maximize long-term profits, cash flowand return on investment. Financial analysis, tax, accounting, and cost analysis.Human Resources: Develop people and organization systems to deliver increased businessproductivity, maximize employee value and provide a competitive advantage in areas such asrecruiting, training, benefits and compensation.Information Technology: Lead the company?s use of information systems in all areas of thebusiness, with specialized focus on improving business and management processes.Product Supply: Producing and delivering products to its customers. Tasked with the integratedfunctions of manufacturing, purchasing and distribution, it ensure continuous supply to the market.Research and Development: Identify and deliver a steady stream of innovative products andpackages that offer meaningfully superior and distinctive performance and superior value to bestmeet the needs of the consumer. This is done with a thorough understanding of the consumers?needs, and the application of worldwide leading edge and cost effective product and packagetechnologies.Customer business Development: Build our business through customer business development.Create competitive advantage using a superior understanding of customer systems, marketplaceconditions and conceptual selling skills to influence our customers? merchandising, informationPublic Relation: manage the public relations strategy, deal with the press, television and radio,provide the press and public with information, give an accurate picture of the company, maintaingoodwill and understanding, build long-term relationships Problems, problemsAims: Deals with problems and clientsComplain and apologizeGrammar points: Future timeBusiness content: Departmental responsibilitiesBusiness problems and product problems17.1 Dealing with problems1.Step A Discussionproblems can occur when you ordergoods from another company.b.Which department is responsible for each problem.2.Step B Presentation●This matching exercise introduces will for offers and promises.3.Step C Language focus●This exercise focuses on the use of will for spontaneous decisions and contrasts it with thepresent progressive for decisions that have already been made.4.Step D Problem-solving●This is an …in-tray? exercise. Learners have to read through their post and t hen decide whatthey will do with it. If your class is in work, they should do it from the point of view of their particular job, i.e. pass on letters to the appropriate departments and/or people.a.Explain that learners have been on holiday. They find these things in their in-tray when theyget back to work. Look at number 1 together, and elicit suggestions as to what they would do with it.b.In pairs, learners read through the other items and decide what to do with them. Ask them towrite sentences for this and encourage them to add any ideas of their own.17.2 Complaining and apologizing1.Step A Reading●This article is about Dos and Don?ts on the phone and focuses on the idea of politeness.incidents they can remember ofwhere people were exceptionally impolite and/or unhelpful on the phone. Find out whatb.Ask learners to read the article and underline the five forbidden phrases. With astronger group, elicit alternatives at this stage.2.Step B Listening●This listening introduces ways of complaining and apologizing.3.Step C Language focusMaking a mild complaint___say that, unfortunately, something is wrong.___request some actionplease could you/we would be grateful if you could/we would appreciate it if you could…What would you write/say in these situations? In each case, decide what action you want the company or organization to take.(1)A company has sent you a bill for the wrong goods.(2)Your new photocopier has broken down.(3)One of the machines you received was damaged.(4)The company?s driver took the goods to the wrong place.Warning:Unless… we will be forced to…If…(not)… we will be forced to…What warnings would you give these people?(1)a company that has not paid your bill(2)an employee who always arrives late for workMaking a strong complaint:Say exactly what is wrong---demand immediate action---give a warning4.Step D Speaking●In this role play, a customer phones a supplier to complain about the delivery of the wronggoods.17.3 Finding a solution●This section is a mini case study. The letter writing activity is structured so that the learnerscan respond in a way they think appropriate.1. Step A Reading●Establish what the problem is, namely a machine sent from Pacific Machines to AvalonIndustries arrived in a damaged condition.2.Step B Discussiona.Ask what problems they face---do they believe what Avalon Industries said in its fax or inthe letter?b.In pairs, learners decide what action they will take.Chapter Three ReportsTeaching aims:掌握报告的写作步骤及技巧Key points:☆Layout of a report☆Expressing increase/decreaseⅠBrief introduction of reports (10 minutes)One of the de finitions given by the dictionary is that “a report is an account brought by one person to another.” This is an over simplification of the report as it is generally known in business circles today. But generally speaking, reports are submitted by staff members to their heads orally or in writtenfrom.The purpose of a report is to discover problems, analysize problems and solve them.ⅡClassification of business reports (10 minutes)1.Progress Reports2.Annual Reports3.Survey Reports4.Cost Estimates5.New Project ProposalsAccording to the writing expressions reports can be classified into two categories:1. Informational Reports2. Analytical ReportsⅢAnalysis of Analytical Reports Textbook Page73 (10 minutes)ⅣThe process of writing a report (20 minutes)写作过程（写前作好写作计划）1.We must take the following factors into consideration:(1) What kind of report we?re going to write(2) When we shall submit the report(3) The propose of the report(4) The readers of the report☆To get detailed, first-handed information through various channels./doc/5a859ec558f5f61fb7366674.htm l yout of a reportA report requires a title underlined at the top. This will describe briefly what the report is about.This is the subject.There should be 5 sub-sections with the following headings:(1)Terms of referenceWho the report is forWhen the report is to be handed in by(2)ProceedingsExplain how you collected information.e.g. talking to peoplediscussionquestionnaires(3)FindingsGive the facts which this information provided(4)ConclusionsExplain what the facts mean (state the reason)e.g. People are late because of traffic.(5)RecommendationsWhat action do you suggest.ⅤExample (20 minutes)Scenario: You work at the Paris branch of Ryder Wholesale Medical Supplies Ltd, 90-100 rue de la Pompe, 75004 Paris. Your Office Manager is Jules Laval. “Several companies today incentives-usually financial rewards to members of staff who come up with money-saving ideas or ways to improve work practices,” says Jules Laval. “I was wondering if any of our workers would be interested in such a scheme. Would you speak to a sample of them about it and find out their opinions and then write a report for me? Any information or suggestions about this proposed scheme would be w elcome.”Proposed Incentive SchemeTerms of referenceMr Jules Laval, Office Manager, has asked me to write this report on a proposed incentive scheme offering rewards,possibly financial, to members of staff for money-saving or ways to improve work practices.ProceedingsA sample of workers were questioned individually and asked for their opinions.Findings1.Most workers thought an incentive scheme was a good idea.2.The majority of these preferred financial reward as an incentive.3.Some workers suggested time off instead.4. A few thought it was the job of management to come up with new ideasConclusionsRecommendationsI recommend that the scheme be introduced.(signature)(today?s date)ⅥExercise in class (Team Work) (20 minutes)Scenario: Jane Law, Area Manager of Modern Clothing, the group of clothes shops for which you work, is concerned that the shop you manage has run at a loss for the last two months and asks you to write a report for her explaining the reasons for this.She also asks if you have any suggestions for reversing this trend. Rapid turnover of young, inexperienced staff; the opening of a rival store selling cut-price items in a better trading position than yours, the recent designation of the road outside your shop as a no-parking zone; these are some of the reasons which you may wish to consider for the loss-making.Title:Terms of reference:Proceedings:Findings:Conclusions:Recommendations:ⅦSome suggestions on the typing of a report1.Stop typing at the same spacing number on each page.2.Identify each page with the title of the report in the upper left-hand corner.3.Number the pages in the upper right-hand corner.ⅧFunctional skills (15 minutes)写作技巧：表达增加，减少Expressing increase/decrease增加了：to increase/rise/go up/shoot up增加到：increasing by达到：increasing tocoming toto come to/ jump to /reach/ reach/ arrive at表示多达，高达，长达：as many/much as, as high as, as long as共计：to amount to/ add up to / total减少：to decrease by/ to reduce byⅨHomework（对学校的餐厅或宿舍设施进行调查，写一份调查报告）Evaluate whether your school?s canteen/dormitory facilities are adequate and make aB u s i n e s s E n g l i s h W r i t i n gC o u r s e英文商务写作教程任课教师：张欣韵目录●I ntroduction to English Business Letters ●M emo●R eports●E stablishing Business Relations●R equest And Response Letters●I nquiry, Quotations, and Counter-offer ●O rder and Response●P aymentChapter One Introduction to English Business LettersTeaching aims: 掌握商务信函的写作原则及格式Key points:☆ 3 cs in business letter.☆Layout of business letter☆How to begin a letterⅠBrief Introduction （20 minutes）1.Business English Writing: ESP: English for special purposeEVP: English for vocational purposeV ocational: To deal with matters concerning business.To sum up: Business English Writing is practical in business circle.2.Writing is a two-way process.For every writer there must be a reader. The major portion of business is transacted by or through the written letter, memo, bulletin, or report. For the sake of “efficiency”, we must pay attention to the essential qualities of business letter, which can be summed up in the “three cs”.(1)ClearnessA point that is ambiguous in a letter will cause trouble to both sides, and further exchangeof explanation will become inevitable, thus time will be lost.(2)ConcisenessClearness and conciseness often go hand-in-hand in business letters. A concise letter is not necessarily a short one. Sometimes a letter dealing perhaps with a multiplicity of matter cannot avoid being long.(3)CourtesyOne of the most important things is promptness. Punctuality will please your customer who dislikes waiting for days before he gets a reply to his letter.3.“You” attitude.There is one general principle, on which the American writers lay great emphasis, that is, the “you” attitude. In our letters, we should always keep in mind the person we?re writing to, see things from his point of view, visualize him in his surroundings, and see his problems and difficulties.ⅡLayout of business letters (30 minutes)The Letterhead●Your Ref (refe rence number):●Our Ref(Don?t abbreviate the name of the month)●Inside address(The words company or Incorporated should not be abbreviated, unless written that way in the official name of the corporation; no punctuation)●Attention (optional)●Salutatio n(If you know the name of the person to whom the letter is being sent, the trend is to use the more friendly salutation)●Subject/Reference (What is the letter mainly about)●The opening sentence(e.g.: I?m pleased to have received your letter dated October, 17,2000.)●Main body●The closing sentence(e.g.; We?re looking forward to your prompt reply.)(e.g.: Please feel free to contact me if you have any further information.)●Complimentary close (May be formal or informal, also depending upon acquaintanceship andprevious contacts with the person.)●Signature●Initials(At the bottom of a letter; secretary who types the letter)●Enclosure(Something attached to the letter)●Postscript P.S./PS(The postscript is defined as “something added to a letter, after the signature, as an afterthought.” Quite often, however, it is used to emphasize a point since a postscript stands out conspicuously on a letter. For extra emphasis, a writer will s ometime s “handwrite” a postscript. If typed, it should go at least two spaces below the initials.)●Carbon copies C.C.ⅢDetails （20 minutes）需要注意的细节:1.Two pages lettersFor long letters requiring more than one page, you will need to use a blank sheet for the second sheet___ not a letter headed.To identify the second sheet, you should type at the top of the page the name of the person receiving the letter, the pagenumber, and the date.Example: Mr. James Brown -2- February 1, 20002.Spaces(1) Between paragraphs, there are two line spaces.(2) A certain amount of white space on a page3. DateE.g.: 12 06 2000BE: the twelfth of JuneAE: the sixth of DecemberSo write the date like this: 12 June 2001(2)You do not have to write th, rd, nd or st after the day.4. Salutation(1) Dear Sir or Madam_____ to a company(2) Dear Sir/Madam_______ to a man/woman if you do not know his name(3) Unless you know that a woman prefers to be known as “Miss” or “Mrs.”, it is best to use“Ms”.5. Complimentary closeThe way you close a letter depends on how you open it.(1) Dear Sir or Madam ______ Yours faithfully(2) Dear Mr/Ms Smith ______ Yours Sincerely(3) Dear John _____________ Best wishesⅤFunctional skills (20 minutes)写作技巧：怎样写信的开头Beginning a letterExpressions:We?re writing to enquire about…We?re writing in connection with…We?re interested in… and we would like to know…How would you start these letters?1.You want to know the prices of some air conditioners.2.you saw an adverstisement in the newspaper yesterday and you want further information.If you are answering a letter, you can start:Thank you for your letter of (date) asking if/enquiring about/con cerning…ⅥExercise （15 minutes）复习信函格式，通过改错练习巩固“全平头式”的格式.There are ten mistakes in this letter. Can you find them? Write out the letter correctly, in “block style”.Ms Margareta Lindell,Slottsberget 26,Goteborg 41803,Sweden.Your refOur ref FH/ts。

大学传媒英语教材第十单元Unit 10: Advertising and Public RelationsIntroductionIn the tenth unit of the College Media English textbook, we delve into the world of advertising and public relations. This unit explores the theories, strategies, and practices used in the advertising and PR industry. We will examine various advertising and PR campaigns, analyze their effectiveness, and learn the fundamental concepts necessary for success in this exciting field.1. The Power of AdvertisingAdvertising plays a crucial role in today's society, shaping our perceptions, desires, and consumer behavior. This section will discuss the basic principles of advertising and the various advertising mediums employed to reach target audiences. We will also explore the psychological and emotional aspects of advertising, and how companies use these techniques to influence consumer decision-making.2. The Art of PersuasionSuccessful advertising campaigns rely on the art of persuasion. In this section, we will examine the key principles of persuasive advertising, such as creating compelling messages, appealing to emotions, and utilizing persuasive techniques like celebrity endorsements and storytelling. We will also analyze case studies of successful advertising campaigns to understand the strategies behind their effectiveness.3. Public Relations: Building Trust and ReputationPublic relations (PR) is vital for establishing and maintaining a positive image for organizations. This section will examine the role of PR in managing public perceptions, crisis communication, and reputation management. We will also explore the importance of media relations, community engagement, and corporate social responsibility in building a strong and trustworthy brand image.4. Integrated Marketing CommunicationsEffective advertising and PR often rely on integrated marketing communications (IMC) to deliver consistent and cohesive messages across various channels. This section will discuss the role of IMC in aligning advertising, public relations, sales promotion, direct marketing, and personal selling efforts. We will analyze case studies to understand how successful IMC campaigns can enhance brand recognition and consumer engagement.5. Ethical Considerations in Advertising and PRIn this section, we will delve into the ethical challenges faced by advertisers and PR professionals. We will explore issues such as truthfulness, social responsibility, and the impact of advertising on vulnerable populations. By understanding the ethical considerations, students will be better equipped to navigate the complex landscape of advertising and PR while upholding ethical standards.ConclusionUnit 10 of the College Media English textbook has provided a comprehensive overview of advertising and public relations. Fromunderstanding the power and persuasion of advertising to the importance of building trust through PR, students have gained valuable insights into this dynamic industry. By grasping the concepts discussed in this unit, students are better prepared to embark on a successful career in advertising and PR, armed with the knowledge and skills to navigate this ever-evolving field.。

Unit 10Almost all of us have heard about General Motors trying to sell their Nova model in Latin America and finding out that “no va” in Spanish literally means “it doesn’t go”. And of course, there was the famous first try of Coca Cola in China,when the translation of the soft drink’s name read “bite the wax tadpole”.1我们几乎都听说过这样一个销售案例:美国通用汽车公司试图在拉丁美洲销售他们的Nova车型，结果发现在西班牙语中，“no va”的字面意思是“它走不了”。

当然，同样有名的还有另外一个案例:可口可乐第一次登陆中国市场时，这种软饮料的名字被译成“蛾蚌啃蜡”。

But cultural awareness in marketing is a lot more than careful translation. There are subtleties and nuances to every culture, and there are just plain tablls. Although most people wouldn’t be able to list the rules of their own culture, they certainly know when those rules are violated. Our own culture tendd to be “invisible” to us, while differences we run into when abroad strike as strange, funny or extrotic. So how much more difficult it to discern the unwritten rules of another country?2但是市场营销中的文化意识却远远不只是小心谨慎的翻译而已。

Reading across cultures 学生的权利1 意大利的博洛尼亚大学创办于12世纪，是欧洲最古老的大学。

在13世纪早期，大学的管理权都掌握在学生手里。

这种权力是基于他们对教师的经济控制。

那时候，大多数大学教师的教学收入都依赖从学生那里收取的学费。

教师每堂课必需吸引至少五名学生来听讲。

如果做不到，学校就会宣布他旷课，并处以一定的罚款。

2 为了保证良好的教学质量，每个学年之初，教师都要在为学生服务的市内银行预存一笔钱。

如果教师没有达到大学章程规定的标准，学生法庭就会判决从这笔存款中扣除罚款。

教师不得不同意这样的处理，因为不交罚款的教师不允许收学费，这就中断了他的收入来源。

3 教师会因各种各样的缘故而受到惩罚。

如果晚一分钟上课，或者拖堂，他就会被罚款。

如果他不能按时下课，学生按照章程必须立刻离开教室。

如果教师不能按照既定的进度讲完教学大纲规定的内容，他也要被罚款。

每年开学的时候，学生和教师共同决定教材的内容和教学的时间。

跳过难点或没有逐一重点讲解难课的教师会被罚款。

4 学生的控制权不仅仅限于课堂，还延伸到教师的私生活。

例如，假如一位教师希望在学期中间离开博洛尼亚几天，他就得事先征得学生官员的许可。

如果不按时返回，他就得缴纳罚款。

5 学校鼓励所有的学生告发不请假就缺课或以其他任何方式违规的教师。

此外，还有一个有组织的秘密告发系统。

有四名学生被秘密选举出来监视教师。

他们有义务报告诸如教学技巧拙劣、未完成教学大纲规定的教学内容或不请假就缺课之类的违规行为。

如果有两个以上的学生告发，教师就会受到惩罚。

6 从13世纪早期至14世纪中期，学生的权力在博洛尼亚持续了一百余年。

与它的起始一样，它的终结也直接与学费有关。

到了1350年，几乎所有教师都是由当地的市政厅聘用和发薪。

随着教师薪酬支付方式的改变，学生实际上就失支了对大学的控制。

Reading across cultures 保持微笑1 两个月以前，我在一份科普杂志上读到一篇有趣的文章，文章是关于不同文化背景下的人们是如何通过面部表情流露情感的。