术英语(管理)含课后答案U.ppt

1、学术英语 管理,Marketing,2,Marketing Marketing is a powerful force that builds strong global brands. Every company and government in the world uses elements of marketing on a daily basis and has done so throughout history. In this unit, we will learn about marketing both in theory and in practice.,Unit 2 M

2、arketing,Lead-in Text A Text B Text C Researching Listening Speaking Writing,Unit Contents,Unit 2 Marketing,Lead-in,Activity,Unit 2 Marketing,Lead-in,Activity,1 The top rung on the marketing career ladder is _. 2 You can prepare yourself to move up in marketing by: a _; b _; c _. 3 Reeboks CMO moved

3、 up the career ladder and became it _.,Listen to a short talk and complete the following sentences.,chief marketing officer (CMO),learning about the bottom line,focusing on customers,being service oriented,Now listen again and check your answers.,CEO,Text A, Critical thinking and reading Overview Be

4、yond text Discussion, Language building-up Specialized vocabulary Signpost language Formal English,The Business of Marketing,Unit 2 Marketing,Unit 2 Marketing,Text A,Overview Definition,Find out the definitions of marketing from the first five paragraphs.,Critical reading and thinking,Marketing is a

5、n organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. the American Marketing Association,Marketing refers to the core business philosophy that

6、directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties. the World Marketing Association,Unit 2 Marketing,Text A,Overview Definition,Find out the definitions of marketing from the first five paragrap

7、hs.,Critical reading and thinking,Marketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. the U.K.s Chartered Institute of Marketing,In summary, marketing is: a) discovering and giving consumers what they want and need, and b) doing this at

8、a profit.,Translate these definitions of Marketing.,Unit 2 Marketing,Text A,Overview Definition,Critical reading and thinking,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。,Translate these definitions of Marketing.,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

9、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。,Unit 2 Marketing,Text A,Overview 5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,Professor Jerome McCarthy of Michigan State University wrote a book in the 1950s and defined the 4 Ps of marketing: product, place, price a

10、nd promotion. Prof. Philip Kotler of Northwestern University further established the 4Ps theory of marketing mix in his 1967 book Marketing Management: Analysis, Planning, Control (1st Edition),Unit 2 Marketing,Text A,Overview 5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Market

11、ing,Product Product is anything that can be offered for _ to another individual. It covers everything that goes into the development of the _.,sale or use,tangible or intangible object,Unit 2 Marketing,Text A,Overview 5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,Place

12、 Place refers to where and how you sell your product and where and how _. Place can set quality and price expectations.,you distribute your product,Unit 2 Marketing,Text A,Overview 5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,Price,setting quality expectations,segment

13、ing the consumers,Price not only pays for your cost of goods and profit, it does much more, such as communicating about the product, _, _ ,and even conveying how a consumer should consume the product.,Unit 2 Marketing,Text A,Overview 5 Ps of marketing,Critical reading and thinking,People Promotion r

14、efers to the way you choose to promote your product, such as _, _, _, _, as well as any personal one-on-one selling you do.,advertising,public relations,Text A adds a 5th P,sales promotion,event marketing,Unit 2 Marketing,Text A,Beyond text More Ps,Critical reading and thinking,The last two paragrap

15、hs mention profit“ 10 Ps (4 Ps + probing, partitioning, prioritizing, positioning, political power, public relations) 7 Ps (4 Ps + participant, physical evidence, process management) 4 Ps+3 Rs (retention, related sales, referrals),More Ps in marketing,Unit 2 Marketing,Text A,Beyond text 4 Cs vs. 4 P

16、s,Critical reading and thinking,With the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.,Unit 2 Marketing,Discussion,Text A,Critical reading and thinking,Work in groups of 4-5 and have a discussion about the following questions. There are the 4 Ps of ma

17、rketing as highlighted by McCarthy. To these we have added a fifth P: people. (Para. 8) Do you agree with the author? Why or why not? Profits are the lifeblood of capitalism. (Para. 19) Do you agree? Why or why not?,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Translate the fo

18、llowing expressions from English into Chinese or vice versa.,1 the act of sales 2 manage customer relationships 3 business philosophy 4 satisfy consumer requirements 5 manipulate the tools of marketing 6 entice consumers to buy products 7 effective marketing 8 ideal target market 9 promote products,

19、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,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Translate the following expressions from English into Chinese or vice versa.,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,maximize interest,the pac

20、kaging of the product,the design and manufacturing of the product,an established brand,consume a product,exclusive distribution,event marketing,cut the cost of manufacturing,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Complete the following sentences with the correct form of

21、the red-colored terms.,target market,established brand event marketing exclusive distribution manage customer relationships sales promotion target market,1 While it is possible that one promotional method may be used, it is likely that two, three, or four methods will be used in a promotion mix, dep

22、ending on the type of product and _ involved.,2 _ is the use of activities or materials in order to increase the sales of a product or service.,Sales promotion,3 There is no doubt that in todays business environment, it is becoming increasingly difficult to _ profitably.,manage customer relationship

23、s,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Complete the following sentences with the correct form of the red-colored terms.,established brand,established brand event marketing exclusive distribution manage customer relationships sales promotion target market,4 Marketers of

24、ten leverage the positive equity of an existing offering by launching a new product using the _ name.,5 _ is a situation in which only certain dealers are authorized to sell a specific product within a particular territory.,Exclusive distribution,6 The activity of designing or developing a themed ac

25、tivity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product is called _.,event marketing,Unit 2 Marketing,Text A Language building-up,Signpost language listing,A listing pattern is one of the common writing patterns. It presents a list of i

26、tems in no specific order since the order is unimportant. Words that predict a listing pattern include categories, kinds, types, ways, examples, groups, parts, etc. Here are some more signpost words or expressions that typically signal a listing pattern for your reference: and, also, another, as wel

27、l as, in addition, in addition to first, second, third firstly, secondly, finally, lastly The first reason the second ,Unit 2 Marketing,Text A Language building-up,Signpost language listing,In Text A, the author puts forward several definitions of marketing and a list of elements of marketing. Pay a

28、ttention to how he signifies the order of the list and then complete the following sentences with the exact words from the text.,1 And _, the U.K.s Chartered Institute of Marketing says that “marketing is the management process for identifying, anticipating and satisfying consumer requirements profi

29、tably”. (Para. 4),finally,2 If we just look at the commonalities of these _, we can see that, in essence, marketing is: a) discovering and giving consumers what they want and need, _ doing this at a profit. (Para. 5),and b),three definitions,3 the 4 Ps of marketing: _. (Para. 6),product, place, pric

30、e and promotion,Unit 2 Marketing,Text A Language building-up,Signpost language listing,In Text A, the author puts forward several definitions of marketing and a list of elements of marketing. Pay attention to how he signifies the order of the list and then complete the following sentences with the e

31、xact words from the text.,also,5 Price communicates quite a bit about the product and sets quality expectations. It _ segments the audience into those who can afford it and those who can only wish they could. And _, it even conveys how you should consume the product. (Para. 14),ways,finally,6 This i

32、ncludes any form of marketing communication _ advertising, public relations, sales promotion, event marketing, _ any personal one-on-one selling you do. (Para. 18),such as,as well as,7 There are thousands of _ to increase profitability. You can sell more, charge more, widen distribution, shrink dist

33、ribution, cut the material cost of goods (Para. 20),Unit 2 Marketing,Formal English,Text A Language building-up,The following sentences are selected from Text A. Replace the underlined formal words with less formal ones.,1 If we just look at the commonalities of these three definitions, we can see t

34、hat, in essence, marketing is (Para. 5),common things,2 As a marketing manager, I manipulate what a product looks like, smells like, and feels like. (Para. 8),control / handle,3 I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. (Para. 8),addicted,4 However

35、, if I were a confirmed smoker, I might be interested in trying a new brand Id never tried. (Para. 12),named,5 It also segments the audience into those who can afford it and those who can only wish they could. (Para. 14),divides,Unit 2 Marketing,Text B The Five Ps in Action,Critical thinking and rea

36、ding Language building-up Specialized vocabulary Collocations,Unit 2 Marketing,People,Text B Critical reading and thinking,Understand peoples needs and desires,failure,People dont want to buy pet food online, wait for a week until delivery, and pay for shipping.,failure,Parents dont want to learn mo

37、re about removing babys excrement.,success,success,People love a website that answers questions and helps research or learn how to take care of babies.,People want to visualize their new car, get price quotations, and buy it online.,Unit 2 Marketing,Text B Critical reading and thinking,Product,Two c

38、ases of success: P legal but still a taboo in some other countries.,Related to the sexual concept of “penetration”.,Entered China market in 1989, but Chinese females are more conservative; and it is hard to advertise and educate the market.,Culture note,Unit 2 Marketing,Text B Critical reading and t

39、hinking,Place,How did P The speaker often uses repetition to emphasize a point; The speaker may change the pitch, volume and rhythm of his/her voice for emphasis; The speaker often uses introductory phrases to precede an important idea. For instance, It is essential for you to know Remember that Som

40、e speakers use facial gestures or body movement when they are emphasizing a point.,Unit 2 Marketing,Culture note,Listening,Arthur Andersen Founded in 1913, Arthur Andersen used to be one of the five largest consultancy and accountancy partnerships in the world. It had two main businessespublic accou

41、nting and consulting. In 2002, the firm closed the accounting business in the US after being found guilty of criminal charges relating to the firms Enron auditing practices. The consultancy arm split from the accountancy side in 1987 and renamed themselves Accenture in 2000.,Unit 2 Marketing,Listeni

42、ng tasks,Listening,Listen to a part of the lecture “What Physics Taught Me About Marketing” given by Dan Cobley, the Marketing Director at Google. Then decide whether the following statements are true (T) or false (F).,1 The speakers first passion was marketing. 2 The speaker uses Newtons law to ill

43、ustrate that physics and marketing share something in common. 3 The reason why companies like Unilever and P&G keep brands separate is that the smaller a brand, the more difficult it is to reposition it. 4 In physics, you can accurately and exactly measure a particle, because observation changes it.

44、 5 In marketing, try to measure what consumers actually do, and what they say theyll do or anticipate theyll do.,F,T,F,F,F,Unit 2 Marketing,Listening tasks,Listening,Listen to the lecture again and then complete the following notes.,1 The main idea of this lecture is that _.,physics can teach us som

45、ething about marketing,2 When comparing physics and marketing, the speaker uses two introductory or transitional sentences to precede the important idea about marketing. They are: a _ b _,Its the same with brands.,Its the same in the marketing.,Unit 2 Marketing,Speaking Useful expressions Task,Unit 2 Marketing,How to interrupt politely,Useful Expressions,Speaking,In a discussion or seminar, it