UNIT 7 PACKAGING Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

AFTER LEARNING THIS UNIT YOU SHOULD BE ABLE TO： 1.Explain the definition of labeling and its importance. 2.Describe the functions of packaging. 3.Explain what green packaging is. 4.Recognize what should be considered in the packaging decision. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Warm-up Look at the pictures below. Juices are packed in different shapes and sizes with different packaging materials. Do you know why? How many reasons can you list? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

I. What Are the Functions of Packaging? Three key functions of packaging: 1. Containing and Protecting Products 2. Promoting Products 3. Facilitating Storage, Use, and Convenience Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Discussion: Find a product at home that has a distinctive package. Have a discussion evaluating that package based on the three functions of packaging discussed in the text. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Ⅱ. What Is Labeling? Two forms: persuasive or informational Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

The Importance of Labeling To capture the attention of shoppers To offer customers first impression of the product To provide customers with product information UPC on labels makes it easy for resellers to checkout customers and manage inventory Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Universal Product Codes (UPC) Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Internet Exercise: The FDA’s website has a page on the food label requirements that proclaims “grocery store aisles have become avenues to greater nutritional knowledge.” Go to that page at Internet address (www.fda.gov/opacom/backgrounders/foodlabel/newlabel.html) and review the actual label requirements. Do you use this information in deciding what products to buy? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Comment on the following product packaging. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Comment on the following product packaging. Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Green packaging Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Green packaging? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun

Green packaging? Copyright  2010 Qinghua University Press PPTs t/a English for Marketing by Li Dongmei, Tan Ying, Jiang Xia, Wei Aiyun