Market Makers <ul><li>Pre-questions </li></ul><ul><li>Which of these promotional activities do you think is most effective...
Questions <ul><li>What is the main point of paragraph 1? </li></ul><ul><li>What is the topic of paragraph 2? </li></ul><ul...
Exercise  <ul><li>A. He didn’t know which advertising was effective. </li></ul><ul><li>C. They make existing customers hap...
Vocabulary <ul><li>monitor </li></ul><ul><li>the marketing budget </li></ul><ul><li>Packaged-goods firms </li></ul><ul><li...
Can u translate the following sentences into Thai? <ul><li>Price cuts appear to have little effect on sales volumes. </li>...
Reading Strategy: Understanding References <ul><li>A text is a web of related ideas. </li></ul><ul><li>Sentences and parag...
Reading Strategy: Understanding References <ul><li>There are 2 types of REFERENCE TERMS: </li></ul><ul><li>Lexical terms <...
<ul><li>The  llama   looks somewhat like the camel; it is sometimes called the camel of South America. Like a camel, it ha...
<ul><li>Ms Hoffman has worked for the  company  since she graduated from the university. The  firm  was quite small. In th...
<ul><li>Solar energy is difficult to capture and convert to heat or electricity .  These problems  have prevented the wide...
<ul><li>The  llama   looks somewhat like the camel;  it   is sometimes called the camel of South America. Like a camel,  i...
<ul><li>This afternoon while John was playing football with his friends,  he broke one of the kitchen windows . When his m...
<ul><li>Jane: I don’t understand why Rose didn’t at    least   call me  when she came home. </li></ul><ul><li>Bill: She  d...
Let’s look at the reading “Market makers” together again!
What does each of the following words refer to? <ul><li>‘ they’ (paragraph 1, line 5) </li></ul><ul><li>‘ these’ (paragrap...
Promoting AXE <ul><li>Discussion </li></ul><ul><li>Why was the promotional campaign so effective? </li></ul><ul><li>Would ...
After finish the reading, can you find out which promotional activities Unilever used to promote their AXE deodorant spray...
Reading Exercise 2 <ul><li>B “young men’s natural interest in pretty girl … American male youth culture” </li></ul><ul><li...
“ Inferring Meaning” <ul><li>Consider the following statement :  </li></ul><ul><li>The Senator admitted owning the gun tha...
<ul><li>The Senator admitted owning the gun that killed his wife. </li></ul><ul><li>( In fact, the sentence is about an ad...
<ul><li>When you read a passage, some details are not stated explicitly. However, they can be understood from the other de...
Practice with ‘Inference’ <ul><li>Dr. Johnson and two other psychologists chose 25 children for their study: 5 from Sausal...
<ul><li>The details stated are: </li></ul><ul><li>Dr. Johnson and two other psychologists chose 25 children for their stud...
<ul><li>What is not stated but must be understood? </li></ul><ul><li>1.  What kind of doctor is Dr. Johnson? </li></ul><ul...
<ul><li>3. What and where is   Sausalito? </li></ul><ul><li>It can be understood that Sausalito is a multiracial school in...
<ul><li>5. How many children from other cities in California? </li></ul><ul><li>It can be understood that 10 children came...
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Market makers reading

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Market makers reading

  1. 1. Market Makers <ul><li>Pre-questions </li></ul><ul><li>Which of these promotional activities do you think is most effective in persuading you to buy a product? </li></ul><ul><li>For the manufacturer, what are the disadvantages of these types of promotion? </li></ul>
  2. 2. Questions <ul><li>What is the main point of paragraph 1? </li></ul><ul><li>What is the topic of paragraph 2? </li></ul><ul><li>Are price cuts always effective in persuading customers to buy products? </li></ul><ul><li>What does the research of Gourville suggest about customers’ preference with respect to of the choice of products? </li></ul><ul><li>Which types of promotion are mentioned in the text? </li></ul>
  3. 3. Exercise <ul><li>A. He didn’t know which advertising was effective. </li></ul><ul><li>C. They make existing customers happier with the product. </li></ul><ul><li>B. They only buy when the price is reduced. </li></ul><ul><li>A. They are already familiar with the product. </li></ul><ul><li>D. Companies believe it increases sales. </li></ul><ul><li>C. It makes people nervous or even angry. </li></ul>
  4. 4. Vocabulary <ul><li>monitor </li></ul><ul><li>the marketing budget </li></ul><ul><li>Packaged-goods firms </li></ul><ul><li>ploy </li></ul><ul><li>reward </li></ul><ul><li>sales volumes </li></ul><ul><li>7) scrutinising </li></ul><ul><li>8) margins </li></ul><ul><li>9) fluctuation </li></ul><ul><li>10) tracked </li></ul><ul><li>11) withdrawn </li></ul><ul><li>12) discounted </li></ul>
  5. 5. Can u translate the following sentences into Thai? <ul><li>Price cuts appear to have little effect on sales volumes. </li></ul><ul><li>Price promotions not only cut margins, but also leave manufacturers to cope with costly fluctuations in stocks. </li></ul><ul><li>Although sales were higher during a price cut, when it was withdrawn, they soon feel back to earlier levels. </li></ul><ul><li>As the choice of products increased, students were more likely not to buy anything at all. </li></ul>
  6. 6. Reading Strategy: Understanding References <ul><li>A text is a web of related ideas. </li></ul><ul><li>Sentences and paragraphs that make up a text is linked by means of certain words or phrases which help to create textual cohesion. </li></ul>
  7. 7. Reading Strategy: Understanding References <ul><li>There are 2 types of REFERENCE TERMS: </li></ul><ul><li>Lexical terms </li></ul><ul><li>Grammatical terms </li></ul>
  8. 8. <ul><li>The llama looks somewhat like the camel; it is sometimes called the camel of South America. Like a camel, it has a peculiar kind of stomach that stores water. The llama can survive 3 or 4 days without water or food can still does not lose any of its energy. </li></ul>Repetition of words or phrases
  9. 9. <ul><li>Ms Hoffman has worked for the company since she graduated from the university. The firm was quite small. In the past 2 years it has expanded rapidly. Now it is a well-known establishment both in Thailand and other countries. </li></ul>Synonyms or Near Synonyms
  10. 10. <ul><li>Solar energy is difficult to capture and convert to heat or electricity . These problems have prevented the widespread use of solar energy. </li></ul>Summary Words Summery words: process, procedure, measure, problem, idea, quality, definition etc.
  11. 11. <ul><li>The llama looks somewhat like the camel; it is sometimes called the camel of South America. Like a camel, it has a peculiar kind of stomach that stores water. </li></ul>Pronouns
  12. 12. <ul><li>This afternoon while John was playing football with his friends, he broke one of the kitchen windows . When his mom found this out, she sent him to bed without dinner. </li></ul>Demonstratives this, these, those, here, there, etc.
  13. 13. <ul><li>Jane: I don’t understand why Rose didn’t at least call me when she came home. </li></ul><ul><li>Bill: She did . Didn’t I tell you? She said she was sorry that she couldn’t visit us this time. </li></ul>Noun/Verb substitutes: so, one, not, do etc.
  14. 14. Let’s look at the reading “Market makers” together again!
  15. 15. What does each of the following words refer to? <ul><li>‘ they’ (paragraph 1, line 5) </li></ul><ul><li>‘ these’ (paragraph 2, line 4) </li></ul><ul><li>‘ they’ (paragraph 2, line 13) </li></ul><ul><li>‘ it’ (paragraph 4, line 8) </li></ul><ul><li>‘ they’ (paragraph 4, line 8) </li></ul><ul><li>‘ this’ (paragraph 4, line 10) </li></ul><ul><li>‘ they’ (paragraph 6, line 15) </li></ul>
  16. 16. Promoting AXE <ul><li>Discussion </li></ul><ul><li>Why was the promotional campaign so effective? </li></ul><ul><li>Would a campaign like this work in your country? </li></ul><ul><li>Do you know this brand? How is it promoted in your country? </li></ul><ul><li>Would you buy this brand of deodorant as a result of this publicity? Why/Why not? </li></ul>
  17. 17. After finish the reading, can you find out which promotional activities Unilever used to promote their AXE deodorant spray in the USA? <ul><li>“ a slogan, online game, free samples, point-of-sale displays, media advertising, PR, a house party, direct mailing, online publicity, leaflets, advertisements in magazines, website, TV show, free CD” </li></ul>
  18. 18. Reading Exercise 2 <ul><li>B “young men’s natural interest in pretty girl … American male youth culture” </li></ul><ul><li>D “…young men to log on to the Internet…the AXE website … If the player reached …. to the party.” </li></ul><ul><li>C “AXE focused on the intrigue … the party” </li></ul><ul><li>A “It was all about ….the 20-something guy” </li></ul><ul><li>B “To our knowledge …. into a television show” </li></ul><ul><li>C “a 22% increase…. aged 11 to 24” </li></ul>
  19. 19. “ Inferring Meaning” <ul><li>Consider the following statement : </li></ul><ul><li>The Senator admitted owning the gun that killed his wife. </li></ul><ul><li>We find meaning embedded in the words and phrases . Unpacking that meaning, we can see that </li></ul><ul><li>“ the Senator was married and his wife is now dead—although this is not actually stated as such ” . </li></ul>Review: Inferences
  20. 20. <ul><li>The Senator admitted owning the gun that killed his wife. </li></ul><ul><li>( In fact, the sentence is about an admission of gun ownership .) It is as though the single sentence contains a number of assertions : </li></ul><ul><ul><li>There is a Senator . </li></ul></ul><ul><ul><li>He owns a gun. </li></ul></ul><ul><ul><li>He is married . </li></ul></ul><ul><ul><li>His wife is dead. </li></ul></ul><ul><ul><li>That gun caused her death . </li></ul></ul><ul><ul><li>The Senator admitted owning that gun. </li></ul></ul>Inferring Meaning
  21. 21. <ul><li>When you read a passage, some details are not stated explicitly. However, they can be understood from the other details that are stated. </li></ul><ul><li>This is called ‘Inference’ . </li></ul><ul><li>Or the implications in reading. </li></ul>Inferring Meaning
  22. 22. Practice with ‘Inference’ <ul><li>Dr. Johnson and two other psychologists chose 25 children for their study: 5 from Sausalito, 10 from other multiracial schools in San Francisco, and the rest from multiracial schools in other cities in California. </li></ul>
  23. 23. <ul><li>The details stated are: </li></ul><ul><li>Dr. Johnson and two other psychologists chose 25 children for their study. </li></ul><ul><li>5 children were from Sausalito. </li></ul><ul><li>10 children were from other multiracial schools in San Francisco. </li></ul><ul><li>The rest were from multiracial schools in other cities in California. </li></ul>Practice with ‘Inference’
  24. 24. <ul><li>What is not stated but must be understood? </li></ul><ul><li>1. What kind of doctor is Dr. Johnson? </li></ul><ul><li>A psychologist. (It can be inferred from the phrase “and two other psychologists.”) </li></ul><ul><li>2. How many psychologists were doing the study? </li></ul><ul><li>Three. (It can be inferred from the phrase “Dr.Johnson and two other psychologists.”) </li></ul>Practice with ‘Inference’
  25. 25. <ul><li>3. What and where is Sausalito? </li></ul><ul><li>It can be understood that Sausalito is a multiracial school in San Francisco because it can be inferred from the phrase “other multiracial schools in San Francisco”. </li></ul><ul><li>4. What and where is San Francisco? </li></ul><ul><li>San Francisco is a city in California since it can be inferred from the phrase “other cities in California”. </li></ul>Practice with ‘Inference’
  26. 26. <ul><li>5. How many children from other cities in California? </li></ul><ul><li>It can be understood that 10 children came from other cities because it can be inferred from the phrase “chose 25 children, 5 from…., 10 from…, and the rest from…”. </li></ul><ul><li>6. What was the study probably about? </li></ul><ul><li>The study was probably about some aspect of children in Multiracial school environments since it can be inferred from the phrase “ multiracial schools in San Francisco and multiracial schools in California”. </li></ul>Practice with ‘Inference’

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