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

2. 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

3. 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

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

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

6. 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

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

8. 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

9. 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

10. 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

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

12. 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 ( 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

13. 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

14. 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

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

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

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