《 市场营销英语》 课件U1 A Timeline of Marketing

点击职业英语主编：史洁职业英语模块ZoomIn实用市场营销英语新世纪高等职业教育行业英语类课程规划教材ATimelineofMarketing01UnitPartⅠChatFreelyLisa:Hey,Jamie!Haveyoudecidedwhattodoaftergraduation?Jamie:Hi,Lisa!YouknowIlikemarketingmanagement.ButI’mreallyconfused.ShouldIchoosea

jobwithahighsalaryorajobItrulylike?Lisa:Whatdoyoumean?Jamie:Igotjoboffersfromtwocompanies.Abigcompanyoffersahighersalary.Theotherisa

smallstart-up.I’mreallyinterestedinwhatthesmallstart-updoes,butthepayisn’tthatgood.Lisa:That’sahardchoice.Ononehand, highpaymakeslifestable.Ontheotherhand,doingajob

youlikemakesyoufeelmoresatisfied.ChinesePartⅠChatFreelyJamie:Right!Whatwouldyouchooseifyouwereinmysituation?Lisa:Moneyisimportant.Butifyou’renothappyatwork,it’snotworthitinthelongrun.Jamie:Iagree.Sometimes,seeingyourideascometruefeelsbetterthananyamountofmoney.Lisa:Ifyoulikeyourjob,you’llworkharder.Maybeyou’llgetpromotedandearnmoremoneylater.Jamie: You’vegotapointthere. Ireallyneedsometimetofigureitout.Lisa:Takeyourtime.It’sabigdecision.Justremember,pickthejobyoutrulylove.Jamie:Thanks, Lisa!Youradvicehelpsalot.Let’skeepintouchandsupporteachother.ChinesePartⅠChatFreely高薪工作还是兴趣工作？丽莎:嗨，杰米！你决定毕业后要做什么了吗?杰米：嗨。丽莎!你知道我有多喜欢营销管理。但我真的很困惑。我应该选择高薪的工作还是自己真正喜欢的工作？丽莎:这是什么意思呢？杰米：我收到了两份工作的录用通知。一份是大公司，提供丰厚的薪水。另一份是小型创业公司。我对这家小型创业公司的工作内容非常感兴趣，但是薪水没有那么吸引人。丽莎:这确实是一个艰难的选择。一方面，高薪可以保障稳定的生活。另一方面，从事自己热爱的工作让人更有成就感。BackPartⅠChatFreely杰米：没错。如果你是我，你会怎么选择?丽莎:钱当然很重要。但如果你工作得不开心，从长远来看，这可能不值得。杰米:同意。有时候，看到自己的想法变成现实的感觉比你能得到的任何报酬都更有意义。丽莎:如果你喜欢自己的工作，你工作就会更努力。你后续可能因此获得晋升和更高的薪水。杰米：你说的有道理。我需要一些时间把事情理清楚。丽莎:慢慢来。这是一个重大的决定。记住，选择自己真正热爱的工作。杰米：谢谢你，丽莎。你的建议很有用。让我们保持联系，相互支持。BackPartⅠChatFreelyPartⅠChatFreelyTask1QuickDiscussionIfyouweretochooseajob,wouldyouchoosetoworkforahighsalaryorworkforinterest?Why?Task2Recitetheabovedialogueandrole-playitwithyourpartner.PartⅡReadDeeply

Discussthefollowingquestionwithyourgroupmembers:Ifyouwereamarketerinthe1800s,howwouldyouconvincepeople todrinkmoremilkwithoutusingTV,radio,ortheInternet?PartⅡReadDeeplyATimelineofMarketingTheword“marketing”hasitsoriginsinLatin“mercatus”,whichmeantamarketplacewheregoodswereboughtandsold.PassingthroughOldFrench“marché”,itenteredMiddleEnglish.Overtime,thetermevolved,andbythe16thcentury,itcametorefertovariousactivitiesrelatedtobuyingandsellingproductsorgoodsinamarket.

Inmodernbusinessandcommerce,marketingcoversawiderangeofactivitiesandstrategiesaimedatpromotingandsellingproductsorservicestoconsumers.Itincludesadvertising,marketresearch,branding,pricing,anddistri-bution.Thefieldofmarketinghascontinuedtodevelopandexpandwithbusinessandtechnologygrowth,becomingacriticalaspectofcurrentbusinesspractices.Herearesomekeydatesinthehistoryofmarketingandhowit’strans-formedbuyerbehaviorandmarketingstrategies.ChinesePartⅡReadDeeply

MassPrinting(1450):Massprintingmadeitpossibletospreadprintedstuffmorewidely.Thisletbusinessesgettomorepeople.Buyersgotmoreinformation,whichaffectedtheirpurchasingchoiceswhenbuyingthings.

MagazineAdvertising(1730-1867):Magazinesofferedatargetedmediumforadvertising,influencingbuyerbehaviorthroughvisuallyappealingadsandproductinformation.

Radio

Advertising(1922):Radiointroducedaudioadvertising.Itshapedwhatbuyerslikeandmadepeopleknowaboutbrandsthroughsound.

TelevisionAdvertising(1941):Televisionbecameapowerfulplatformforvisualadvertising,greatlyaffectingbuyerbehaviorandintroducingnewproductstothemasses.ChinesePartⅡReadDeeply

Telemarketing(1970):Telemarketingalloweddirectcommunicationwithcustomers,influencingbuyerdecisionsoverthephone.

TheDigitalAge(1973):Thecomingofmobilephonesstartedmobilemarketingandchangedhowbuyersreceivedinformationandengagedwithbrands.ChinesePartⅡReadDeeply

PersonalComputers(1981-1984):Personalcomputersallowedpeopletododesktoppublishing.Itaffectedhowbusinessesmadeandspreadmarketingmaterials.Buyerscouldgetdigitalcontentandads.

InternetandEmails(1995-2002):TheintroductionoftheInternetandemailsmarkedthebeginningofonlinemarketing,changinghowbusinessescommunicatedwithbuyersandbringinge-commerce.

SocialMedia(2003):Theriseofsocialmediain2003andsubsequentplatformslikeTchangedhowbusinessesengagedwithbuyers,impactingtheirpreferencesandpurchasingdecisions.

Smartphones(2010):ThewidespreadadoptionofsmartphoneschangedbuyerbehaviorbyincreasingonlineactivitiesandreducingTVviewership.ChinesePartⅡReadDeeply

InternetGrowth(2012):ThegrowthofInternetusersandsocialmediaengagementin2012affectedmarketingstrategiesandhowbusinessesconnectedwithbuyers.

MobileShoppers(2015):Thelargeincreaseinmobileshoppersin2015reflectedchangingbuyerhabitsandhighlightedtheimportanceofmobilemarketing.

AIandAutomation(2019-Present):Theuseofartificialintelligenceindigitalmarketingthroughautomatedadvertisementsandemailstransformedmarketingstrategiesandpersonalizedcontent,impactingbuyerbehaviorthroughtargetedadvertising.ChinesePartⅡReadDeeply市场营销发展史市场营销这个词起源于拉丁语“mercatus”，意思是买卖商品的市场。经过古法语单词“marché”，这个词进入了中古英语。随着时间的推移，这个词不断演变，到16世纪，它指的是与市场上买卖产品或商品有关的各种活动。在现代商业中，市场营销涵盖了一系列旨在向消费者推销产品或服务的活动和策略。它包括广告、市场调查、品牌推广、定价和分销。随着商业和科技的发展，市场营销领域不断发展壮大，成为当今商业活动的一个重要板块。以下是市场营销历史上的一些关键节点，以及它是如何改变买家行为和营销策略的。BackPartⅡReadDeeply大规模印刷（1450年）：大规模印刷使印刷品的大面积传播成为可能。这让企业接触到更多顾客。买家获得了更多的信息，这影响了他们在购买东西时的选择。杂志广告（1730-1867）：杂志为广告提供了有针对性的媒介，通过具有视觉吸引力的广告和产品信息影响购买者的行为。广播广告（1922年）：广播开启了音频广告。它影响了买家的喜好，并通过声音让人们了解品牌。电视广告（1941）：电视成为视觉广告的强大平台，极大地影响了买家的行为，并向大众介绍了新产品。BackPartⅡReadDeeply电话营销（1970）：电话营销实现了与客户直接沟通，通过电话影响买家的决定。数字时代（1973）：移动电话的出现开启了移动营销，改变了买家接收信息和与品牌互动的方式。BackPartⅡReadDeeply个人电脑（1981-1984）：个人电脑帮助人们实现了桌面广告营销。它影响了企业制作和传播营销材料的方式。买家可以获得数字内容和广告。互联网和电子邮件（1995-2002）：互联网和电子邮件的使用标志着网络营销的开始，这改变了企业与买家的沟通方式，带来了电子商务。社交媒体（2003）：2003年社交媒体的兴起以及随后的淘宝等平台改变了企业与买家的互动方式，影响了买家的偏好和购买决策。智能手机（2010年）：智能手机的普及增加了线上活动，降低了电视收视率，因此改变了买家的行为。BackPartⅡReadDeeply互联网增长（2012年）：2012年互联网用户和社交媒体参与度的增长影响了营销策略以及企业与买家的互动方式。移动端购物（2015年）：2015年移动端购物的大幅增长反映了消费者习惯的变化，凸显了移动端营销的重要性。人工智能与自动化（2019年至今）：人工智能在数字营销中的应用，通过自动广告和电子邮件改变了营销策略和个性化内容，通过定向广告影响了买家的行为。BackPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyPartⅡReadDeeplyLifelongLearning:WhatItIsandWhyItCounts

Lifelonglearningisn’tjustaboutgoingtoschoolortakingclasses.It’sanever-endingadventureofstayingcurious,exploringnewideas,andlearningfromeverythingaroundyou.

Whyisitessentialforeveryone?Becausetoday,changeistheonlyconstant:techupgrades, Jobsshift,andnewskillsbecome“must-haves”.Learningkeepsyouready—today’ssideproject (likeusingAItools)couldbetomorrow’sjobkey.Italsobuildsconfidence:masteringamachinefixoradesigntrickmakesyoufeelcapable,pushingyoutoaimhigher.Plus,learninghelpsyou connect withothers.Whenyouunderstandnewfieldsorcultures, youcanworkbetterinteams,talksmoothlywithclients,andbringfreshideastoinspirethosearoundyou.

Formarketingstudents,lifelonglearningisnotjustaboutgettingagoodjobaftergraduation—it’saboutstayingrelevantinanindustrythat’salwayschanging.PartⅡReadDeeplyTraditionalChineseCulture无尖不商”才是正确说法，“无奸不商”是后人误读而来。在古代粮食交易里，商人用升、斗量米时，会把粮食堆得尖尖的，多给一些以显足量，这种让利做法体现了商人的诚信，也是一种契合古代社会对诚信、礼仪重视，进而赢得顾客信任的方式。不过随着语言演变，“无尖不商”逐渐被误传成“无奸不商”，词义从褒义转为贬义，用于形容商人奸诈。在现代社会，“无奸不商”常被用来描述商人的负面形象，这与古代经商理念相悖。恢复“无尖不商”原意，有助于正确理解古代商业文化中蕴含的诚信价值观。PartⅡReadDeeplyUseofMarketingModel:4PModel

The4Pmodelinmarketingisafundamentalframework.Thismodelhelpsmarketersdevelopcomprehensivestrategiestomeetcustomerneedsandachievebusinessgoals.PartⅢPracticeMorePartⅢPracticeMoreFlip&Fix:CraftingaWinningMarketingCampaignTaskBackground

You’repartofamarketingteam(4to6students)atacampusstoreaimingtoboostsalesofessentialdailysupplies(bedding,stationery,etc.)forincomingfreshmen.However,youfacechallenges:tightcompetitionfromonlineretailers,limitedbudget,andtheneedtoappealtostudentswithdiversepreferences.Yourgoalistocreateacompellingpromotionthatstandsoutanddrivespurchases.PartⅢPracticeMoreRevisedInstructions

Yourtaskis tosolvethe“CraftingaWinningMarketingCampaign”challenge.Workin teamstoresearchtheproblem,designsolutions,andprepareapresentation(PPT/shortplay/marketingdocument)toshareinclass.Here’show:1.Out-of-classPreparationFormteams(projectmanager,marketresearcher,marketingstrategist,budgetcontroller,etc.).Conductsurveys/researchtofindwhythecampaignfailedtillnow.Createasolution(marketingstrategy,eventplan,etc.)andbuildyourpresentation.PartⅢPracticeMore2.In-classShowcase

Presentyourwork(6minsperteam)→Explainyourresearchprocess,solutions,andhow you’llrevivethecampaign.3.ClassDiscussion

Whatideasaremostcreative?What’smissing?PartⅢPracticeMoreOpen-endedanswer.（教师可借助AI工具为学生提供参考或指引）参考：Toimplementamarketingcampaignforessentialsuppliesforincomingfreshmen,wewillfollowthesesteps:MarketResearch:Conductonlinesurveystounderstandstudents'preferencesandidentifypastcampaignshortcomings,focusingonwhattheyseekinessentialsupplies.PromotionDevelopment:Createattractivebundles(e.g.,beddingandstationerykits)withspecialdiscountsforfirst-timebuyers.SocialMediaCampaign:Launchacampaignonplatforms,encouraginguserstosharetheirpurchaseswithuniquehashtags.CampusEvent:Organizeawelcomeeventatthecampusstore,offeringlimited-timediscounts,freesnacks,andgiveawaystoattractfreshmen.BudgetOversight:Settingaclearbudgetlimitforthecampaignandallocatingfundstospecificcategorieslikedigitalmarketing,campusevents,andpromotionalmaterials.Byfollowingthesesteps,weaimtoeffectivelyengagefreshmenandboostsales.PartⅢPracticeMoreIn-classActivity:WhatYouNeedtoKnowinMarketingEverythingYouNeedtoKnowAboutGreenMarketing

Aswemoveintothe2020s,onethingisclear:companiesmustcareabouttheenvironmentif Theywanttoattracttoday’seco-consciousconsumers.Accordingtoaglobalstudy,78%ofpeopleworldwidethinkit’simportantforbrandstobesustainableandenvironmentallyresponsible.

Butnow,withsomanybrandspromotingtheirgreenideas,howcanyoumakesureyour eco-friendlymarketingstandsout?Don’tworry.Thispassagewillhelpyouunderstandgreen marketing.PartⅢPracticeMore

First,let’sdefinegreenmarketing.Greenmarketingmeansthewaysthatcompaniespromoteproducts,services,oractionsthataregoodfortheenvironment.Thiscouldincludeusingeco-friendlypackaging,energy-savingproductionmethods,orsupportingenvironmentalcauses.Companiesmayalsoencourageconsumerstolivesustainably.

Ifgreenmarketingsoundslikejusta passingtrend,thinkagain.Today’scustomers—especiallyyoungerones—caremoreabouttheenvironmentthanever.Infact:

64%ofpeopleworldwidesaytheywouldpaymoreforeco-friendlyproducts.

73%ofMillennialsarewillingtopayextraforgreenproducts.

Also,43%ofglobalconsumerschoosebrandsbasedontheirenvironmentalvalues.And34%saytheywouldabandonabrandfornotbeingsustainableenough.PartⅢPracticeMore

Goinggreenissmartforbusiness,too.Sustainableproductsalesaregrowingnearly6times fasterthanconventionalproducts.AndcompanieswithhigherESG(environmental,social,governance)ratingshaveperformed3%betterthanthemarketannuallyinrecentyears.

Clearly,greenmarketingisimportantforwinningcustomersandincreasingprofits.Buteffectiveeco-marketingneedsmorethanjustputtingarecyclingsymbolonthepackaging.

Asenvironmentalissuesbecomemoreimportant,companiesthattrulycareabout sustainabilitywillbebetterpreparedforthefuture.

Nomatterwhatthecomingyearsbring,onethingiscertain:themostsuccessfulbrandswillbethosethatviewsustainabilitynotasamarketingtrick,butasakeypartoftheirmission,values,anddailywork.PartⅢPracticeMore1.Whatisthemainpointofthepassage?A.Greenmarketingisimportantifcompanieswanttoattracteco-friendlycustomers.B.Mostconsumersdonotcareaboutsustainabilityinbrands.C.Sustainableproductsaremoreexpensivethanconventionalproducts.D.Greenmarketingisjustapassingtrend.2.Whatistheauthor’sprimaryintentioninwritingthispassage?A.Toprovidestrategiesforeffectivegreenmarketing.B.Tohighlightthechallengesof greenmarketing.C.Todiscussthehistoryofgreenmarketing.D.Tocomparethesales ofgreenandconventionalproducts.PartⅢPracticeMore3.Inthepassage,theterm“eco-conscious”(Para.1,Line2)mostnearlymeans .A.awareofeconomicissuesB.concernedaboutecologicalandenvironmentalissuesC.interestedintechnologicaladvancementsD.ignorantofsustainability4.Whatdoesthesentence“Sustainableproductsalesaregrowingnearly6timesfasterthan conventionalproducts”imply?A.Thereisasignificantdemandforsustainableproductsinthemarket.B.Conventionalproductsarebecomingmorepopular.C.Consumersarelessinterestedinsustainableproducts.D.Salesofsustainableproductsaredeclining.PartⅢPracticeMore5.Accordingtothepassage,whichofthefollowingstatementsisTrue?A.43%ofglobalconsumerschoosebrandsregardlessoftheirenvironmentalvalues.B.Millennialsarelesswillingtopayextraforeco-friendlyproducts.C.34%ofconsumershavechosentokeepbrandsthatarenotsustainable.D.78%ofpeoplethinkbrandsshouldbeenvironmentallyresponsible.PartⅢPracticeMoreAfter-classActivity:WhatYouNeedtoKnowBeyondMarketing

Intoday’scompetitivemarket,astrongservicemindsetisessentialforacompany’ssuccess. Aservicemindsetmeansfocusingoncustomerneeds,notjustsellingproducts.Byprovidinga positive experience,companiescanincreasecustomersatisfactionandbuildtrust.

EnhancingCustomerExperience

Agoodservicemindsetenhancescustomerexperiencebymakingcustomersfeelvalued. Forexample,aclothingbrandwithstrongcustomerservicewillnotonlysellattractiveclothes butalsoofferpersonalizedadvice.Ifacustomerneedshelpwithsizingorchoosingcolors,a supportiveserviceteamcanmakehim/herfeelappreciated.Thispositiveexperienceincreasesthechancethatthecustomerwillreturnandrecommendthebrandtoothers.TheImportanceofaServiceMindsetPartⅢPracticeMore

EncouragingCustomerLoyalty(顾客忠诚度)

A

service-orientedapproachhelpscompaniesbuildcustomerloyalty,whichiscrucialfor long-termgrowth.Whencustomersfeelwell-treated,theyaremorelikelytostaywiththebrandandmakerepeatpurchases.Forexample,manycompaniesofferloyaltyprogramsordiscounts tothankregularcustomers,creatingalastingbond.Loyalcustomersnotonlybringinconsistentrevenuebutoftenactasbrandambassadors(品牌大使),spreadingpositiveword-of-mouth.

BuildingaPositiveBrandImage

Aservicemindsetalsoimprovesthebrand’sreputation.IntheInternetera,customerreviews haveastrongimpactonabrand’simage.Ifacompanyprovidesexcellentservice,customersare likelyto sharetheirpositiveexperiencesonsocialmedia.However,onebadexperiencecanlead tonegativereviews,whichmayinfluenceothercustomers.Therefore,aservice-orientedapproachhelpsbusinessesgainmorefavorablereviewsandstrengthenstheirpublicimage.PartⅢPracticeMore

Inconclusion,aservicemindsetisaboutmorethanjustsatisfyingcustomers—it’sapowerfultoolforstandingoutinacompetitivemarket.Byfocusingoncustomerneedsandprovidingagoodexperience,companiescanbuildloyalty,attractnewcustomers,andachievelong-termsuccess.1.Whatisthemainfocusofaservicemindsetinmarketing?A.Meetingcustomerneeds.B.Increasingprofitsonly.C.Sellin