MBA研究生英语综合教程（第二版）课件：Marketing

Marketing2Lead-inRelatedExpressionsMarket-focusedPotentialconsumerPerceivedbenefitBasemanagementProspectivebuyerCompetitiveencroachmentAmericanMarketingAssociationTrytoanswerthefollowingquestions1.Whatisamarket-focusedorganization’sfirstdetermination?

Tofinditspotentialcustomer’sdesire(aneedorperceivedbenefit)

2.Onceamarketerhasconvertedtheprospectivebuyer,whatistheprocessforbasemanagementtotakeover?

Theprocessistoshiftthemarketertobuildingarelationship,nurturingthelinks,enhancingthebenefitsthatsoldthebuyerinthefirstplace,andimprovingtheproduct/servicecontinuouslytoprotectthebusinessfromcompetitiveencroachments.

3.

Whatgivesamarketerasustainablecompetitiveadvantage?Marketersdependoninsightsfrommarketingresearch,bothformalandinformal,todeterminewhatconsumerswantandwhattheyarewillingtopayfor.

4.GiveadefinitiontomarketingaccordingtoAmericanMarketingAssociation.

Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.

5.Inmarketingmethods,whatotherknowledgeisneeded?

Socialsciences,particularlypsychology,sociology,economicsandanthropology.Throughadvertising,itisalsorelatedtomanyofthecreativearts.

READINGUsefulExpressionsallocateassigntocharitydiscarddonationvalidprosperitysectorrisktakingmerchandizingUsefulExpressionsallocate分配，指派allocate+resource/responsibility/peopleTheyhavesomeinfluenceonthewayresourcesareallocated他们在资源的具体分配上有些影响力Governmentdoctorswouldbeallocatedtosomevillages政府的医生们将被派到一些村庄去。UsefulExpressions

assign

分配,指派/归因于Jackwas

assigned

totheassemblyshopofthefactory.杰克被分配到厂里的装配间工作。Wecannot

assign

acauseto

theseevents.我们无法说明发生这些事件的原因。Eachoverseasteacherwasassignedaflat.每位外籍教师都分配到一套房间。UsefulExpressions

charity慈善、施舍、慈善团体Shegavethebeggarsomemoneyoutofcharity.她出于慈善给乞丐一些钱。Poorastheywere,theoldcoupleneveraskedfor

charity.老两口虽然很穷,但从不请求施舍。Thischarityisanonprofitorganization.这个慈善团体是个非盈利性组织。acharityperformance义演UsefulExpressions

discard

丢弃,抛弃/打出(无用的牌)

Historydiscardedhim.他被历史所抛弃。Hediscardedhiswinterclothing.他把冬天穿的衣服都脱掉了。Shediscardedafour,andpickedupaking.她打出一张四点的牌,抓起一张K.UsefulExpressions

donation捐赠[献]Thedonationaggregatedto$10,000.捐款合计达一万美元。Herrequestforadonationmetwitharepulse.她要求赞助却遭到粗暴拒绝.UsefulExpressions

valid

有效的;有约束力的;正当的

Thechequeisnotvalidifitwerenotsignedbythefinancedirector.如果没有主管财务的董事签字支票就无效。

Acreditcardisnotavalid

proofofidentity.银行发的支票保付卡不是有效的身份证明文

件。UsefulExpressions

Prosperity繁荣,旺盛Theincreasingsaleofluxurygoodsisanindex

ofthecountry'sprosperity.奢侈商品销售量日增是该国繁荣的标志.ThepromiseofprosperityintheUnited

Statesencouragedmanypeopletoimmigrate.兴旺发达的前景吸引了众多的移民到美国。

continuousprosperity

持续繁荣borrowedprosperity

虚假繁荣

businessprosperity

经济繁荣UsefulExpressionssector部门/成分Allsectoroftheeconomysufferfromthefallintheexchangerate.所有经济部门都遭受到这次汇率下跌带来的

损失。Thegovernmentmadeaninvestigationoftheemploymentinthepublicandprivate

sectors.

政府对国营和私营部门的就业情况作了一次调查。UsefulExpressionsrisktaking承担风险/勇于冒险

Theanswercomesbackonceagaintoexcessrisktakingandleverageinthebankingsector.答案再次归结为银行业过度承担的风险和它

们所采取的杠杠率。Thepreciseimplicationofthedealfortheoldshareholderswillalsomatterfortheultimatejudgementonitsfairnessandonwhatitdoestoincentivesforfuturerisktaking.这笔交易对原股东的具体影响，对最终判断

其是否公平及其对激励未来承担风险的影响

也相当重要。UsefulExpressionsmerchandizing商品化/推销AspresidentofG-IIIApparelGroupshesupervisesmarketing,merchandizing

andproductdevelopmentforthecompany,keepingclosetabsoneveryonefromdivisionVPstodesigners.作为G-III服装集团的总裁，她为公司

管理着市场营销、商品销售和产品开

发等环节，监督着公司的每一个人，

包括从各部门的副总裁道设计师。StartingUpQuestion

Marketing’soverridingtaskistodevelopandretaincustomersforthebusinessandtoensurethatsatisfactoryexchangestakeplacebetweenthesupplierandthechosencustomers.

Whatdetailedfunctionsthatmarketinghas?Answerthefollowingquestionsbriefly.Whatarethecoremarketingfunctionactivitiesformostorganizations?Formostorganizations,advertising,salespromotionandmarketingresearchwouldbeconsideredcoremarketingfunctionactivities.Answerthefollowingquestionsbriefly.

2.Whatistheadvantageofseparatingmanagementfunctionfromthephilosophyofmarketingandotherfunctionsofmarketing?Theadvantageisthatitinvolvestheallocationofresourcesaswellasthecoordinationofeffortandthereforehastobecarriedoutatahigherlevelwithinanorganization.Answerthefollowingquestionsbriefly.

3.Whatdoesmarketingrelatetoasabusinessconcept?Itrelatestoitsusewithrespecttotheinsightsthathaveresultedfromtheexchangeprocesshavingbeenstudiedindetailandfrommanydifferentpointsofview,theorieshavebeendevelopedwhichareusedtoanalysetheprocessofmeetingcustomers’needsanddetermininghowthesemaybeimproved.Answerthefollowingquestionsbriefly.4.Inwhatwayismarketingeffectiveasanacceptedbusinessphilosophy?Marketingasabusinessphilosophyrecognizestheimportanceofthecustomerandthatbusinessexiststoservecustomersratherthanmanufactureproducts.Tobeeffectivethisphilosophymustbeacceptedasbeingcrucialineverypartofanorganization.Answerthefollowingquestionsbriefly.

5.Whatarethefourdifferentwaysinwhichtheterm“marketing”isused?Itisusedinfourdifferentwayswhichareasanorganizationalfunction,asamanagementfunction,asabusinessconceptandasanacceptedbusinessphilosophy.Completethefollowingsentencesbychoosingwordsandexpressionsfromthetext.Itisnow1thatalltypesoforganizationcaneffectivelyusetheseconcepts.These2

thosethatmanufactureproductsandthosethatprovideservices,aswellasorganizations3

ascharities4

SavetheChildrenFund.Theirproductisthefeelingyouhaveafter5_____adonation,sothat6

inthissituationarealexchangeistakingplacebetweenthegiverandthecharity.Such7

illustratetherelevanceofmarketing8_____manyactivitiesandproducts.Itisnowacceptedasbeing9

relevanttoindustrialandserviceindustriesaswellastothepublic10

andvoluntaryorganizations.acceptedincludesuchlikemakingexamplestoequallysectoreven1.对多数组织而言，核心的营销职能活动包括广告、促销以及市场调研。Formostorganizations,advertising,salespromotionandmarketingresearchwouldbeconsideredcoremarketingfunctionactivities.TranslatethefollowingsentencesintoEnglish.TranslatethefollowingsentencesintoEnglish.2.在所有的贸易组织中，提供给消费者的产品系列很可能对一个组织的成功而言是至关重要的.

Withinalltradingorganizationstherangeofproductsofferedtocustomersislikelytobeofcrucialimportancetothesuccessoftheorganization.TranslatethefollowingsentencesintoEnglish.3.的确可以认为，作为管理功能的市场营销，无论它在任何具体的公司中被称作什么，应该始终是大多数高级管理层的核心任务。Itcanindeedbeargued,thatmarketingasamanagementfunctionshouldalwaysbethecentraltaskofthemostseniormanagementteam,whateverthismightbecalledwithinanyspecificorganization.

TranslatethefollowingsentencesintoEnglish.4.作为商业理念的营销活动认可顾客的重要性，并认为商业活动的存在是为了服务顾客而不是生产产品。Marketingasabusinessphilosophyrecognizestheimportanceofthecustomerandthatbusinessexiststoservecustomersratherthanmanufactureproducts.TranslatethefollowingsentencesintoEnglish.5.这一点在今天仍是正确的，这不取决于像制造业企业这样的组织。

Thisisstilltruetodayandnotdependentontheorganizationbeingamanufacturingfirm.listeningA.Matchthefollowingwordswiththeirmeanings.1.f2.j3.a4.h5.c6.b7.I8.d9.e10.g11.l12.kBfillingintheblanks.1.amarketresearch2.shortsurvey3.fiveminutes4.somewell-known5.DellComputersCcompletethefollowingsentence1.whatthepublicisthinking2.howthepublicwillbehave3.withoutsomeresearchdataDcompletethesummary1.declined2.softdrinks3.lifestylechange4.aquestionnaire5.topublic6.whatpoints7.consumers8.wasdisappointing9.sluggish10.theacceleratorpedalspeakingAUsethefollowingwordsorexpressionstodescribetrendsbymakingcommenton

theexamplegivenbelowUpwardMovement↗DownwardMovement↘LittleorNoChange←→climbrisegouprocketimprovesoartakeoffpickupcomedowndecreaseplummetplungegodownsinkfallslipholdsteadystabilizeevenoutleveloffremainconstantholdremainstableAUsethefollowingwordsorexpressionstodescribetrendsbymakingcommenton

theexamplegivenbelow.Example:WhentheSambarambaCenteropenedinAprilitwasaninstantsuccess.Howeverthesuccessstorydidnotlastlong.Lookatthegraph,anddescribetheweekendturnoverusingthewordsandexpressionsabove.Youcanstartwith:1.Forthefirstthreemonthsweekendturnover…2.InJuly,theturnover…3.AfterAugust,turnover…4.InSeptember,weekendturnover…5.InOctober,turnover….BReadthenewspaperstories.WorkwithapartnerormoretodiscusswhatcantheSambarambacenterdotobringbackclientele?MakealistofyoursolutionsbyfillinginthefollowingtablePersonalitiesfromtheworldsoffashion,filmandtheatrefilledtheSambarambaCenterwhenitopenedon1stAprilinBreakerBay.Thecomplexhasthreedancefloors,fourbarsandotherfacilities.Itisequippedwiththelatesttechnologyinsoundandlighting,hasampleparking(400cars)andshuttletransporttotakeclienteleto&fromthecitycenter.August15thJadeopeneditsdoorsthisweektothesoundoftheScooders.Fansflockedtothisnewvenue;manywereunabletogetin.Theclub,intheheartofthecity,aimstoattractlocalsandtouristsalike.Ithastwosuperbdancefloors,quietloungeareasandasnackbar.Itplanstohostlivegroupsatweekends.MarketResearcha.analyzethetypeofclientelegoingtoJadeonlyb.createaloyalclientele(haveamembershipcardofferingspecialratesanddiscountsforservices)c.d.e.f.MarketingStrategiesa.definetargetclienteleandcaterforthemb.carryoutasurveyofotherpopularnightvenuesforbenchmarkingpurposesc.d.e.f.CasestudySacrilegeAAnswerthefollowingquestionsaccordingtothearticle.1.Whyhasusingtabooimagesinadvertisingbecomepopularwithadvertisingexecutives?

Becauseconsumershavestoppedpayingattentiontoconventionaladvertising.

2.Accordingtothepassage,whatadvertisingisthesimplestwaytogetmediacoverage?

Shockingadvertising.3.AccordingtoLeonJaume,whatadsdotheyounggenerationofconsumerslike?

Theadsthatoffendtheirparents.

B.Giveafive-minutepresentationaboutyouragreementanddisagreementwithoutrageousadvertising.Useexamplesandevidencetosupportyourposition.C.ExtendedTask

Workingroups,chooseaTVcommercialandwriteacritiqueaccordingtothefollowingguidingquestions.CExtendedTaskProductandTargetAudience/ConsumersWhatproductorserviceisbeingadvertised?Whodoyouthinkistheprimarytargetaudienceforthisproductorservice?Whatmightbetherelationshipbetweenthetargetaudience,ortypicalconsumerofthisproductorservice,andtheaverageSuperBowlviewer?CExtendedTaskPlo