第四講
　�、� Life English
　　Talking about money
　　1．
　　If you have money， you can easily make money.
　　Money makes money.
　　Money begets money.
　　If you are in debt， you lose your self－respect.
　　You lose your motivation.
　　Your debt continues to grow.
　　You start to worry.
　　You need to borrow more money.
　　You get even deeper in debt.
　　2.
　　Money comes.
　　Money goes.
　　But the memory is always there.
　　Money talks.
　　Money rules.
　　Money is power.
　　3.
　　Money burns a hole in your pocket.
　　It goes out as fast as it comes in.
　　Youre a spendthrift.
　　Dont squander your hard－earned money.
　　Put your savings in the bank.
　　Never live beyond your means.
　　Be a good consumer.
　　Be a smart shopper.
　　Be a clever buyer.
　�、� Presentation Topics
　　Team Work
　　WHAT IS IMPORTANT WHEN PRICES
　　Key points： Pricing; Advertising; Production costs; Competitors price; Marketing; a wide range of services and products
　　Pricing：
　�。� all consumers would like to go for higher quality and less expensive products. It is a common sense.
　�。� correct pricing policies can capture a large number of consumers in a short period of time.
　　For a newly established company： correct pricing policies are particularly important for newly established businesses. The major task for them at the early stage is to draw the public attention and make their company and their brand known to the public. When a new product is put into market， there may be very few people knowing/who know about it price：
　　Once a new product is put into market， it will immediately face the competition from rivals. The price war sometimes can be incredibly fierce and crude.
　　Competitors price will mirror the consumers attitude about certain products and the satisfaction about their prices.
　　If you fixed the price higher than your rivals without higher quality of service， you might soon find yourself in an unfavorable situation.
　　Correct pricing policies could also defeat some competitors in a short period of time. For example： Safeway， Tesco price war against all small bread manufactures. In this case， Safeway and Tesco fixed their price for 7p per loaf， which is 23p cheaper than their competitors offer. As a result of this， in 35 days time， most of their competitors went into liquidation.

　　Advertising strategies：
　　The fundamental task for a company is to make its products and itself known to the public. There are many ways to achieve this， advertising is the most important one.
　　Advertising through different media can cover nearly every corner in the world. The main channels are：
　　&
　　nbs －TV
　�。璕adio
　�。璉nternet
　�。璑ewspaper
　�。瑽ill Board
　�。璓oster
　�。璏agazine
　　The advantage/point of advertising is not only about propagandizing your company but also competing against/with your rivals. A company， through proper advertisements， can manage to introduce the advantages of their products comparing to their rivals， and therefore convince the consumers that their products would be the right choice. For instance， Car manufactures can put in their new designs to the ads， e.g. ABS， double airbags to convince the prospective customers that their cars are safer than others.