商务英语阅读_Unit 7关于市场

1、Unit Seven,What is all about marketing?,Objectives,Get the student to be familiar with the concept of marketing. Cultivate the students ability of problem-solving. Help the students to grasp the techniques for fast reading.,Section A,Introduction “Marketing is a societal process by which individuals

2、 and groups obtain what they need and want through creating, offering and freely exchanging products and value with others.” Philip Kotler,Pre-reading,Before reading the following passage, answer the question: What do you think are the key ingredients in marketing?,Text Core Marketing Concepts (I),T

3、o explain this definition“Marketing”, we will examine the following important terms: needs, wants, and demands; products and services; value, satisfaction, and quality; exchange, transactions, and relationships. The following Figure shows that these core-marketing concepts are linked, with each conc

4、ept building on the one before it.,Needs, Wants, and Demands The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation. They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individ

5、ual needs for knowledge and self-expression. These needs were not invented by marketers; they are a basic part of the human makeup.,Wants are the form human needs take as they are shaped by culture and individual personality. An American needs food but wants a hamburger, French fries, and a soft dri

6、nk. A person in Mauritius needs food but wants a mango, rice, lentils, and beans. Wants are shaped by ones society and are described in terms of objects that will satisfy needs.,People have almost unlimited wants but limited resources. Thus, they want to choose products that provide the most value a

7、nd satisfaction for their money. When backed by buying power, wants become demands. Consumers view products as bundles of benefits and choose products that give them the best bundle for their money. A Honda Civic means basic transportation, affordable price, and fuel economy; a Lexus means comfort,

8、luxury, and status. Given their wants and resources, people demand products with the benefits that add up to the most satisfaction.,Outstanding marketing companies go to great lengths to learn about and understand their customers needs, wants, and demands. They conduct consumer research about consum

9、er likes and dislikes. They analyze customer inquiry, warranty, and service data. They observe customers using their own and competing products and train salespeople to be on the lookout for unfulfilled customer needs.,In these outstanding companies, people at all levelsincluding top managementstay

10、close to customers. For example, top executives from Wal-Mart spend two days each week visiting stores and mingling with customers. At Disney World, at least once in his or her career, each manager spends a day touring the park in a Mickey, Minnie, Goofy, or other character costume. Moreover, all Di

11、sney World managers spend a week each year on the front linetaking tickets, selling popcorn, or loading and unloading rides. At AT so is a visit to Niketown. In fact, as products and services increasingly become commodities, experiences have emerged for many firms as the next step in differentiating

12、 the companys offer. In recent years, for example, a rash of theme stores and restaurants have burst onto the scene offering.,Stores such as Niketown, Cabellas, and Recreational Equipment Incorporated draw consumers in by offering fun activities, fascinating displays, and promotional events (sometim

13、es labeled “shoppertainment” or “entertailing”). At theme restaurants such as the Hard Rock Cafe, Planet Hollywood, or the House of Blues, the food is just a prop for whats known as “eatertainment.”,Thus, the term product includes much more than just physical goods or services. Consumers decide whic

14、h events to experience, which entertainers to watch on television, which places to visit on vacation, which organizations to support through contributions, and which ideas to adopt. To the consumer, these are all products. If at times the term product does not seem to fit, we could substitute other

15、terms such as satisfier, resource, or marketing offer.,Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits produced by these products. They see themselves as selling a product rather than providing a solution to a need. A manufacturer of dr

16、ill bits may think that the customer needs a drill bit, but what the customer really needs is a hole.,These sellers may suffer from “marketing myopia”they are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs. They forget that a product i

17、s only a tool to solve a consumer problem. These sellers will have trouble if a new product comes along that serves the customers need better or less expensively. The customer with the same need will want the new product.,Post-reading,Answer the questions on the text. 1. What are the terms one discu

18、ssed in the article? 2. What are the human needs? 3. What elements shape human wants? 4. For what purpose do people at all levelsincluding top managementstay close to customers in some outstanding companies? 5. What are the peoples better standard of products according to the article? 6. What is the

19、 definition of product? 7. What activities does Niketown offer to draw their customers? 8. What is the mistake that many sellers make?,Section B Reading skills,Importance of Details Details are able to express and include a large amount of information and these two are complementary to each other. T

20、he details are mainly embodied in the statistics, data, descriptive information; and to provide a reference case, or quotations.,Speed reading task,Lets have a glimpse of more concepts of marketing. Use techniques for speed reading to find out the answers to Exercise 1 as quickly as possible.,True o

21、r false,1. _ Exchange is one way that people can have a satisfied object. 2. _ Exchange has been used as way of satisfying needs. 3. _ Exchange is the concept of marketing as well as unit of measurement. 4. _ You pay sears $350 for a TV set is a typical transaction. 5. _ Increasingly, marketing is s

22、hifting to building mutual beneficial relationships with customers, distributors, dealers and suppliers.,KEY: T T F T T,Section C Case Study,Task Discuss the following questions in groups: How would you recommend that Harry proceeds? Draft the outline of a report that Harry might prepare for the board, se