学术英语(管理类) Unit 2 marketing

学术英语管理 Marketing 2 MarketingMarketingisapowerfulforcethatbuildsstrongglobalbrands Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory Inthisunit wewilllearnaboutmarketingbothintheoryandinpractice Unit2Marketing Lead inTextATextBTextCResearchingListeningSpeakingWriting UnitContents Unit2Marketing Lead in Activity Unit2Marketing Lead in Activity 1Thetoprungonthemarketingcareerladderis 2Youcanprepareyourselftomoveupinmarketingby a b c 3Reebok sCMOmovedupthecareerladderandbecameit Listentoashorttalkandcompletethefollowingsentences chiefmarketingofficer CMO learningaboutthebottomline focusingoncustomers beingserviceoriented Nowlistenagainandcheckyouranswers CEO TextA CriticalthinkingandreadingOverviewBeyondtextDiscussion Languagebuilding upSpecializedvocabularySignpostlanguageFormalEnglish TheBusinessofMarketing Unit2Marketing Unit2Marketing TextA Overview Definition Findoutthedefinitionsofmarketingfromthefirstfiveparagraphs Criticalreadingandthinking Marketingisanorganizationalfunctionandasetofprocessesforcreating communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders theAmericanMarketingAssociation Marketingreferstothecorebusinessphilosophythatdirectstheprocessesofidentifyingandfulfillingtheneedsofindividualsandorganizationsthroughexchangeswhichcreatesuperiorvalueforallparties theWorldMarketingAssociation Unit2Marketing TextA Overview Definition Findoutthedefinitionsofmarketingfromthefirstfiveparagraphs Criticalreadingandthinking Marketingisthemanagementprocessforidentifying anticipatingandsatisfyingconsumerrequirementsprofitably theU K sCharteredInstituteofMarketing Insummary marketingis a discoveringandgivingconsumerswhattheywantandneed andb doingthisataprofit TranslatethesedefinitionsofMarketing Unit2Marketing TextA Overview Definition Criticalreadingandthinking 市场营销是一种组织职能 也是一套流程 用于为客户创造 传播和交付价值及管理客户关系 并惠及组织及其利益相关者 TranslatethesedefinitionsofMarketing 市场营销是一种核心经营理念 它指引识别并满足个人和组织需求的流程 通过交换为所有参与方创造卓越价值 市场营销是识别 预估和满足消费者需求 并为企业带来利润的管理流程 总之 市场营销是 a 发现并满足消费者的愿望和需求 b 并在这个过程中盈利 Unit2Marketing TextA Overview 5Psofmarketing Criticalreadingandthinking The4PsTheoryinMarketing ProfessorJeromeMcCarthyofMichiganStateUniversitywroteabookinthe1950sanddefinedthe4Psofmarketing product place priceandpromotion Prof PhilipKotlerofNorthwesternUniversityfurtherestablishedthe4P stheoryofmarketingmixinhis1967bookMarketingManagement Analysis Planning Control 1stEdition Unit2Marketing TextA Overview 5Psofmarketing Criticalreadingandthinking The4PsTheoryinMarketing ProductProductisanythingthatcanbeofferedfor toanotherindividual Itcoverseverythingthatgoesintothedevelopmentofthe saleoruse tangibleorintangibleobject Unit2Marketing TextA Overview 5Psofmarketing Criticalreadingandthinking The4PsTheoryinMarketing PlacePlacereferstowhereandhowyousellyourproductandwhereandhow Placecansetqualityandpriceexpectations youdistributeyourproduct Unit2Marketing TextA Overview 5Psofmarketing Criticalreadingandthinking The4PsTheoryinMarketing Price settingqualityexpectations segmentingtheconsumers Pricenotonlypaysforyourcostofgoodsandprofit itdoesmuchmore suchascommunicatingabouttheproduct andevenconveyinghowaconsumershouldconsumetheproduct Unit2Marketing TextA Overview 5Psofmarketing Criticalreadingandthinking PeoplePromotionreferstothewayyouchoosetopromoteyourproduct suchas aswellasanypersonalone on onesellingyoudo advertising publicrelations TextAaddsa5thP salespromotion eventmarketing Unit2Marketing TextA Beyondtext MorePs Criticalreadingandthinking Thelasttwoparagraphsmention profit 10Ps 4Ps probing partitioning prioritizing positioning politicalpower publicrelations 7Ps 4Ps participant physicalevidence processmanagement 4Ps 3Rs retention relatedsales referrals MorePsinmarketing Unit2Marketing TextA Beyondtext 4Csvs 4Ps Criticalreadingandthinking WiththebirthoftheCustomerageinthe1990sRobertF Lauterbornproposedthe4Cstoreplace4Ps Unit2Marketing Discussion TextA Criticalreadingandthinking Workingroupsof4 5andhaveadiscussionaboutthefollowingquestions Therearethe4PsofmarketingashighlightedbyMcCarthy TothesewehaveaddedafifthP people Para 8 Doyouagreewiththeauthor Whyorwhynot Profitsarethelifebloodofcapitalism Para 19 Doyouagree Whyorwhynot Unit2Marketing Specializedvocabulary TextALanguagebuilding up TranslatethefollowingexpressionsfromEnglishintoChineseorviceversa 1theactofsales2managecustomerrelationships3businessphilosophy4satisfyconsumerrequirements5manipulatethetoolsofmarketing6enticeconsumerstobuyproducts7effectivemarketing8idealtargetmarket9promoteproducts 销售行为 客户关系管理 经营理念 满足消费者需求 操纵营销工具 诱导消费者购买产品 有效营销 理想的目标市场 促销产品 Unit2Marketing Specializedvocabulary TextALanguagebuilding up TranslatethefollowingexpressionsfromEnglishintoChineseorviceversa 10利益最大化11产品包装12产品设计与生产13知名品牌14消费产品15独家经销16事件营销17减少生产成本 maximizeinterest thepackagingoftheproduct thedesignandmanufacturingoftheproduct anestablishedbrand consumeaproduct exclusivedistribution eventmarketing cutthecostofmanufacturing Unit2Marketing Specializedvocabulary TextALanguagebuilding up Completethefollowingsentenceswiththecorrectformofthered coloredterms targetmarket establishedbrandeventmarketingexclusivedistributionmanagecustomerrelationshipssalespromotiontargetmarket 1Whileitispossiblethatonepromotionalmethodmaybeused itislikelythattwo three orfourmethodswillbeusedinapromotionmix dependingonthetypeofproductand involved 2 istheuseofactivitiesormaterialsinordertoincreasethesalesofaproductorservice Salespromotion 3Thereisnodoubtthatintoday sbusinessenvironment itisbecomingincreasinglydifficultto profitably managecustomerrelationships Unit2Marketing Specializedvocabulary TextALanguagebuilding up Completethefollowingsentenceswiththecorrectformofthered coloredterms establishedbrand establishedbrandeventmarketingexclusivedistributionmanagecustomerrelationshipssalespromotiontargetmarket 4Marketersoftenleveragethepositiveequityofanexistingofferingbylaunchinganewproductusingthe name 5 isasituationinwhichonlycertaindealersareauthorizedtosellaspecificproductwithinaparticularterritory Exclusivedistribution 6Theactivityofdesigningordevelopingathemedactivity occasion display orexhibit suchasasportingevent musicfestival fair orconcert topromoteaproductiscalled eventmarketing Unit2Marketing TextALanguagebuilding up Signpostlanguage listing Alistingpatternisoneofthecommonwritingpatterns Itpresentsalistofitemsinnospecificordersincetheorderisunimportant Wordsthatpredictalistingpatternincludecategories kinds types ways examples groups parts etc Herearesomemoresignpostwordsorexpressionsthattypicallysignalalistingpatternforyourreference and also another aswellas inaddition inadditiontofirst second thirdfirstly secondly finally lastlyThefirstreason thesecond Unit2Marketing TextALanguagebuilding up Signpostlanguage listing InTextA theauthorputsforwardseveraldefinitionsofmarketingandalistofelementsofmarketing Payattentiontohowhesignifiestheorderofthelistandthencompletethefollowingsentenceswiththeexactwordsfromthetext 1And theU K sCharteredInstituteofMarketingsaysthat marketingisthemanagementprocessforidentifying anticipatingandsatisfyingconsumerrequirementsprofitably Para 4 finally 2Ifwejustlookatthecommonalitiesofthese wecanseethat inessence marketingis a discoveringandgivingconsumerswhattheywantandneed doingthisataprofit Para 5 andb threedefinitions 3 the4Psofmarketing Para 6 product place priceandpromotion Unit2Marketing TextALanguagebuilding up Signpostlanguage listing InTextA theauthorputsforwardseveraldefinitionsofmarketingandalistofelementsofmarketing Payattentiontohowhesignifiestheorderofthelistandthencompletethefollowingsentenceswiththeexactwordsfromthetext also 5Pricecommunicatesquiteabitabouttheproductandsetsqualityexpectations It segmentstheaudienceintothosewhocanafforditandthosewhocanonlywishtheycould And itevenconveyshowyoushouldconsumetheproduct Para 14 ways finally 6Thisincludesanyformofmarketingcommunication advertising publicrelations salespromotion eventmarketing anypersonalone on onesellingyoudo Para 18 suchas aswellas 7Therearethousandsof toincreaseprofitability Youcansellmore chargemore widendistribution shrinkdistribution cutthematerialcostofgoods Para 20 Unit2Marketing FormalEnglish TextALanguagebuilding up ThefollowingsentencesareselectedfromTextA Replacetheunderlinedformalwordswithlessformalones 1Ifwejustlookatthecommonalitiesofthesethreedefinitions wecanseethat inessence marketingis Para 5 commonthings 2Asamarketingmanager Imanipulatewhataproductlookslike smellslike andfeelslike Para 8 control handle 3Imanipulatetoolsinmypromotiontoolkitinhopesofenticingconsumerstobuymyproduct Para 8 addicted 4However ifIwereaconfirmedsmoker ImightbeinterestedintryinganewbrandI dnevertried Para 12 named 5Italsosegmentstheaudienceintothosewhocanafforditandthosewhocanonlywishtheycould Para 14 divides Unit2Marketing TextBTheFivePsinAction CriticalthinkingandreadingLanguagebuilding upSpecializedvocabularyCollocations Unit2Marketing People TextBCriticalreadingandthinking Understandpeople sneedsanddesires failure Peopledon twanttobuypetfoodonline waitforaweekuntildelivery andpayforshipping failure Parentsdon twanttolearnmoreaboutremovingbaby sexcrement success success Peopleloveawebsitethatanswersquestionsandhelpsresearchorlearnhowtotakecareofbabies Peoplewanttovisualizetheirnewcar getpricequotations andbuyitonline Unit2Marketing TextBCriticalreadingandthinking Product Twocasesofsuccess P G UnileverThreewaystoachieveproductsuperioritythroughmarketing productdevelopmentfirsttosellinacategory dominatethatmarketremoveunsuccessfulbrands focusinportfoliomanagement Unit2Marketing TextBCriticalreadingandthinking Price Question1 HowdidSamWaltonbecomeoneofthemostsuccessfulbusinessmenintheworld Answer Single mindedfocusonofferingthelowestpricesineverycategoryhesold Result Loyalcustomers Unit2Marketing TextBCriticalreadingandthinking Price Question2 HowcouldWal Martsellatpriceslowerthancompetitors Answer Location Resultofthis Widerreachatamuchlowercost Furtherresult Forcedclosureofmanycompetitors Unit2Marketing TextBCriticalreadingandthinking Price CanyoudoaQuestion Answer ResultanalysisofthelastbutoneparagraphofthePricesection Unit2Marketing TextBCriticalreadingandthinking Price Question HowdoesWal Martmakesupplierslowerprices Answer Point of salesinformation scanners UPCcodes RFID Result Wal Marttellssuppliersthepricesit swillingtopay Furtherresult Suppliersfigureouthowtomanufacturetotheprice Unit2Marketing TextBCriticalreadingandthinking Place Tampax tampon femininecareproduct InventedbyDr EarleClevelandHaasintheUSin1929 patentedin1933 oncerankedbyFortuneasoneofthemostimportantinventionsofthe20thcentury Controversial Immoral andbannedinsomecountries legalbutstillatabooinsomeothercountries Relatedtothesexualconceptof penetration EnteredChinamarketin1989 butChinesefemalesaremoreconservative anditishardtoadvertiseandeducatethemarket Culturenote Unit2Marketing TextBCriticalreadingandthinking Place HowdidP GSpaintackletheculturaltaboo Normalization makingpeopleseeiteverywheretakesawaythemysteryandfear Unit2Marketing TextBCriticalreadingandthinking Promotion Itcostsalotofadvertsingtosellacar 2 500 UScarcompaniespromotemultiplesub brands overbranding Europeancarcompaniespromotetheparentbrand moreefficient Butremember Thebiggerthebrand themoredifficulttorepositionabrand Unit2Marketing TextBCriticalreadingandthinking Completethefollowingtable Understandpeople sneedsanddesiresandmakeituseful P GandUnilever Single mindedfocusonlowprices Tampax Sinceittakesalotofadvertisingtosellacar focusonparentbrandsinsteadofsub brands Unit2Marketing TextBCriticalreadingandthinking Readthetextagainandanswerthefollowingquestion 1WhydidPandPfailinsellingtheirproductsovertheInternet 2InwhatwaydidWal Martkeeppriceslow 3WhydotheAmericanandJapanesecarcompaniespaymoreforadvertisingthanEuropeancompaniessuchasBMWandMercedes Unit2Marketing TextBCriticalreadingandthinking Specializedvocabulary e commercesiterobustgrowthbubbleburstlaunchgooutofbusinessshippingbrandmanager 强劲的增长 网络经济泡沫破裂 开业 推出 新产品 歇业 发货 品牌经理 电子商务网站 Unit2Marketing TextBCriticalreadingandthinking Specializedvocabulary virtualtestdrivein depthadsglobalpowerhousebeautycarehealthcarehomecareheadquarterssuperiorproducts 深度广告 具有全球影响力的企业 美容护肤品 医疗保健品 家用护理品 企业 总部 虚拟试驾 卓越产品 Unit2Marketing TextBCriticalreadingandthinking Specializedvocabulary productdevelopmentglobalexpansionrangeofproductdominateacategoryiconicbrandsdiscountstoreproducttestinglocation 全球扩张 系列产品 在某一品类中占据主导地位 偶像级品牌 折扣店 产品测试 试销 试用等 产品开发 选址 Unit2Marketing TextBCriticalreadingandthinking Specializedvocabulary UPCcodeoffshoremanufacturingoutdoorbillboardstorewindowdisplaylogooverly brandedsub brands 离岸制造 户外广告牌 橱窗展示 标识 徽标 品牌建设过度的 子品牌 通用产品码 商品条形码编号 Unit2Marketing TextCGoogle TheNewMarketingModel Notetaking Unit2Marketing Notetaking TextCLanguagebuilding up CompletethefollowingnotesaboutGoogle smarketingmodel 1WhatwecanlearnaboutmarketingfromGoogle a Givethepeoplewhattheywant b Keepitsimple 2Google smarketingmodel a People peoplewhowantclean simplesearches b Product superior butonlyexperientiallymeasurable c Price freetousers d Place ontheInternetanywhereintheworldyoucanlogon e Promotion 100 wordofmouthfromhappyusers Unit2Marketing Researching advertise Unit2Marketing Researching Advertise Workingroupsof4 5andconductasurveyonhowacertaincompanypromotesitsproduct s throughadvertising Thefollowingstepsmaybehelpfulforyoursurvey 1Chooseacompanyanditsproductyouarefamiliarwith YoumaychoosethecompaniesmentionedinTextB 2Identifytheadvertisingmediathecompanyhasused 3Identifywhatfocusitsadvertisementputsontheproduct 4Identifywhotheadvertisementaimsat 5Findoutwhethertheadvertisementissuccessfulornot byusingstatisticstosupportyourpoint orbycomparingitwithothersuccessfuladvertisements andthinkaboutthereasons 6Concludewhatcanbelearnedfromit Unit2Marketing Researching Advertise Presentation Nowmakeapresentationtotheclass Unit2Marketing ListeningFindingmajorpointsCulturenoteListeningtasks Unit2Marketing Listening Findingmajorpoints Tobeaneffectivelistener youshouldlearntofindthemajorpointsmadebythespeaker Thefollowingaresomecluesthatmighthelpyoupickoutimportantideas Thespeakeroftenpausesbeforestartinganimportantpoint Thespeakeroftenusesrepetitiontoemphasizeapoint Thespeakermaychangethepitch volumeandrhythmofhis hervoiceforemphasis Thespeakeroftenusesintroductoryphrasestoprecedeanimportantidea Forinstance Itisessentialforyoutoknow Rememberthat Somespeakersusefacialgesturesorbodymovementwhentheyareemphasizingapoint Unit2Marketing Culturenote Listening ArthurAndersenFoundedin1913 ArthurAndersenusedtobeoneofthefivelargestconsultancyandaccountancypartnershipsintheworld Ithadtwomainbusinesses publicaccountingandconsulting In2002 thefirmclosedtheaccountingbusinessintheUSafterbeingfoundguiltyofcriminalchargesrelatingtothefirm sEnronauditingpractices Theconsultancyarmsplitfromtheaccountancysidein1987andrenamedthemselvesAccenturein2000 Unit2Marketing Listeningtasks Listening Listentoapartofthelecture WhatPhysicsTaughtMeAboutMarketing givenbyDanCobley theMarketingDirectoratGoogle Thendecidewhetherthefollowingstatementsaretrue T orfalse F 1Thespeaker sfirstpassionwasmarketing 2ThespeakerusesNewton slawtoillustratethatphysicsandmarketingsharesomethingincommon 3ThereasonwhycompanieslikeUnileverandP Gkeepbrandsseparateisthatthesmallerabrand themoredifficultitistorepositionit 4Inphysics youcanaccuratelyandexactlymeasureaparticle becauseobservationchangesit 5Inmarketing trytomeasurewhatconsumersactuallydo andwhattheysaythey lldooranticipatethey lldo F T F F F U