1、学术英语学术英语 管理管理Marketing2Marketing 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、2 Marketing Lead-in Text A Text B Text C Researching Listening Speaking WritingUnit ContentsUnit 2 Marketing Lead-inActivityUnit 2 MarketingLead-inActivity1 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 up the c
3、areer ladder and became it _. Listen to a short talk and complete the following sentences.chief marketing officer (CMO)learning about the bottom linefocusing on customersbeing service oriented Now listen again and check your answers. CEO Text A Critical thinking and reading Overview Beyond text Disc
4、ussion Language building-up Specialized vocabulary Signpost language Formal EnglishThe Business of MarketingUnit 2 MarketingUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thinkingMarketing is an organizational functi
5、on 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 AssociationMarketing refers to the core business philosophy that directs the processes of
6、 identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties. the World Marketing AssociationUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thin
7、kingMarketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. the U.K.s Chartered Institute of MarketingIn summary, marketing is: a) discovering and giving consumers what they want and need, and b) doing this at a profit.Translate these defini
8、tions of Marketing.Unit 2 MarketingText AOverview DefinitionCritical 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；
9、b) 并在这个过程中盈利。Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 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 and promotion. Prof. Philip Kotler of North
10、western University further established the 4Ps theory of marketing mix in his 1967 book Marketing Management: Analysis, Planning, Control (1st Edition) Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingProductProduct is anything that can be offe
11、red for _ to another individual. It covers everything that goes into the development of the _.sale or usetangible or intangible objectUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingPlace Place refers to where and how you sell your product and
12、 where and how _. Place can set quality and price expectations.you distribute your productUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingPricesetting quality expectationssegmenting the consumersPrice not only pays for your cost of goods and p
13、rofit, it does much more, such as communicating about the product, _, _ ,and even conveying how a consumer should consume the product.Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingPeoplePromotion refers to the way you choose to promote your product, such as _, _, _, _,
14、 as well as any personal one-on-one selling you do.advertisingpublic relationsText A adds a 5th Psales promotionevent marketingUnit 2 MarketingText ABeyond text More PsCritical reading and thinkingThe last two paragraphs mention profit“10 Ps (4 Ps + probing, partitioning, prioritizing, positioning,
15、political power, public relations)7 Ps (4 Ps + participant, physical evidence, process management)4 Ps+3 Rs (retention, related sales, referrals)More Ps in marketingUnit 2 MarketingText ABeyond text 4 Cs vs. 4 PsCritical reading and thinking4 Ps in marketing 4 Cs in marketing Product Customer Price
16、Cost Place Convenience Promotion CommunicationWith the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.Company-focused Customer-focusedUnit 2 MarketingDiscussionText ACritical reading and thinkingWork in groups of 4-5 and have a discussion about the foll
17、owing questions. There are the 4 Ps of marketing 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 MarketingSpecialized vocabularyText A
18、 Language building-upTranslate the following expressions from English into Chinese or vice versa.1 the act of sales2 manage customer relationships3 business philosophy4 satisfy consumer requirements5 manipulate the tools of marketing6 entice consumers to buy products7 effective marketing8 ideal targ
19、et market9 promote products销售行为销售行为客户关系管理客户关系管理经营理念经营理念满足消费者需求满足消费者需求操纵营销工具操纵营销工具诱导消费者购买产品诱导消费者购买产品有效营销有效营销理想的目标市场理想的目标市场促销产品促销产品Unit 2 MarketingSpecialized vocabularyText A Language building-upTranslate 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
20、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 interestthe packaging of the productthe design and manufacturing of the productan established brandconsume a productexclusive distributionevent marketingcut the cost of manufacturingUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the
21、 following sentences with the correct form of the red-colored terms.target market established brand event marketingexclusive distribution manage customer relationshipssales promotion target market1 While it is possible that one promotional method may be used, it is likely that two, three, or four me
22、thods will be used in a promotion mix, depending 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 promotion3 There is no doubt that in todays business environment, it is becoming increasingly difficult to _ p
23、rofitably.manage customer relationshipsUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with the correct form of the red-colored terms.established brandestablished brand event marketingexclusive distribution manage customer relationshipssales promotio
24、n target market4 Marketers often 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 distribution6 The activity of designing
25、 or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product is called _.event marketingUnit 2 MarketingText A Language building-upSignpost language listingA listing pattern is one of the common writing patterns. It
26、 presents a list of items 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, a
27、lso, another, as well as, in addition, in addition to first, second, third firstly, secondly, finally, lastly The first reason the second Unit 2 MarketingText A Language building-upSignpost language listingIn Text A, the author puts forward several definitions of marketing and a list of elements of
28、marketing. Pay attention 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 requ
29、irements profitably”. (Para. 4)finally2 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, pl
30、ace, price and promotionUnit 2 MarketingText A Language building-upSignpost language listingIn 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
31、the exact words from the text.also5 Price communicates quite a bit about the product and sets qualityexpectations. It _ segments the audience into those who canafford it and those who can only wish they could. And _, iteven conveys how you should consume the product. (Para. 14)waysfinally6 This incl
32、udes any form of marketing communication _advertising, public relations, sales promotion, event marketing,_ any personal one-on-one selling you do. (Para. 18)such asas well as7 There are thousands of _ to increase profitability. You can sell more, charge more, widen distribution, shrink distribution
33、, cut the material cost of goods (Para. 20)Unit 2 MarketingFormal EnglishText A Language building-upThe 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 that, in essen
34、ce, 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 / handle3 I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. (Para. 8)addicted4 However, if I were a con
35、firmed smoker, I might be interested in trying a new brand Id never tried. (Para. 12)named5 It also segments the audience into those who can afford it and those who can only wish they could. (Para. 14)dividesUnit 2 Marketing Text B The Five Ps in Action Critical thinking and reading Language buildin
36、g-up Specialized vocabulary CollocationsUnit 2 MarketingPeopleText B Critical reading and thinkingUnderstand peoples needs and desiresName of companySuccess or failure? Why?PPampers website in DenmarkBthe website of your favorite car companyfailurePeople dont want to buy pet food online, wait for a
37、week until delivery, and pay for shipping.failureParents dont want to learn more about removing babys excrement.successsuccessPeople 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 o
38、nline.Unit 2 MarketingText B Critical reading and thinkingProduct Two cases of success: P&G, Unilever Three ways to achieve product superiority through marketing:product developmentfirst to sell in a category, dominate that marketremove unsuccessful brands (focus in portfolio management)Unit 2 Marke
39、tingText B Critical reading and thinkingPriceQuestion 1: How did Sam Walton become one of the most successful businessmen in the world?Answer: Single-minded focus on offering the lowest prices in every category he sold.Result: Loyal customers.Unit 2 MarketingText B Critical reading and thinkingPrice
40、Question 2: How could Wal-Mart sell at prices lower than competitors?Answer: Location. Result of this: Wider reach at a much lower cost.Further result: Forced closure of many competitors.Unit 2 MarketingText B Critical reading and thinkingPriceCan you do a Question-Answer-Result analysis of the last
41、 but one paragraph of the Price section?Unit 2 MarketingText B Critical reading and thinkingPriceQuestion: How does Wal-Mart make suppliers lower prices?Answer: Point-of-sales information (scanners, UPC codes, RFID.).Result: Wal-Mart tells suppliers the prices its willing to pay.Further result: Supp
42、liers figure out how to manufacture to the price.Unit 2 MarketingText B Critical reading and thinkingPlaceTampax: tampon, feminine care product Invented by Dr.Earle Cleveland Haas in the US in 1929, patented in 1933, once ranked by Fortune as one of the most important inventions of the 20th century.
43、 Controversial : “Immoral” and banned in some countries; 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 noteUnit 2 Mar
44、ketingText B Critical reading and thinkingPlaceHow did P&G Spain tackle the cultural taboo? Normalization: making people see it everywhere takes away the mystery and fear.Unit 2 MarketingText B Critical reading and thinkingPromotion It costs a lot of advertsing to sell a car ($2,500). US car compani
45、es promote multiple sub-brands (over branding). European car companies promote the parent brand (more efficient).But remember.The bigger the brand, the more difficult to reposition a brand.Unit 2 MarketingText B Critical reading and thinkingComplete the following table.5 PsSuccessful examplesReasons
46、PeopleBProductSuperior productsPriceWal-MartPlaceMake consumers see the products everywherePromotionBMWUnderstand peoples needs and desires and make it usefulP&G and UnileverSingle-minded focus on low pricesTampaxSince it takes a lot of advertising to sell a car, focus on parent brands instead of su
47、b-brands.Unit 2 MarketingText B Critical reading and thinkingRead the text again and answer the following question.1 Why did P and P fail in selling their products over the Internet?2 In what way did Wal-Mart keep prices low?3 Why do the American and Japanese car companies pay more for advertising t
48、han European companies such as BMW and Mercedes?Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary e-commerce site robust growth the bubble burst launch go out of business shipping brand manager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Unit 2 MarketingText B Critical reading and t
49、hinkingSpecialized vocabulary virtual test drive in-depth ads global powerhouse beauty care health care home care headquarters superior products 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Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary product development global expansion range of product dominate a category iconic brands discount store product testing location 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Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary UPC code offshore manufacturing outdoor billboard store window display logo overly-bran
