1、Chapter ElevenMarketingChapter Eleven Teaching objective After the study of this chapter,the students are expected to:Acquire some vocabulary about marketing;Grasp some expressions for sales promotion and after-sales service;Learn some basic knowledge about marketing at different stages.Chapter Elev
2、en Background Information Marketing is the process of getting people interested in your companys product or service.This happens through market research,analysis,and understanding your ideal customers interests.Marketing pertains to all aspects of a business,including product development,distributio
3、n methods,sales,and advertising.Modern marketing began in the 1950s when people started to use more than just print media to endorse a product.As TV-and soon,the Internet-entered households,marketers could conduct entire campaigns across multiple platforms.And as you might expect,over the last 70 ye
4、ars,marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.Chapter Eleven Background Information Today,there are literally dozens of places one can carry out a marketing campaign-where does one do it in the 21st century?vTypes of M
5、arketingvWhere your marketing campaigns live depends entirely on where your customers spend their time.Its up to you to conduct market research that determines which types of marketing-and which mix of tools within each type-is best for building your brand.Here are several types of marketing that ar
6、e relevant today,some of which have stood the test of time:vInternet marketing:Inspired by an Excedrin product campaign that took place online,the very idea of having a presence on the internet for business reasons is a type of marketing in and of Chapter Eleven Background Information itself.Search
7、engine optimization:Abbreviated SEO,this is the process of optimizing content on a website so that it appears in search engine results.Its used by marketers to attract people who perform searches that imply theyre interested in learning about a particular industry.Blog marketing:Blogs are no longer
8、exclusive to the individual writer.Brands now publish blogs to write about their industry and nurture the interest of potential customers who browse the internet for information.Social media marketing:Businesses can use Facebook,Instagram,Twitter,LinkedIn,and similar social networks to create impres
9、sions on their audience over time.Chapter Eleven Background Information Print marketing:As newspapers and magazines get better at understanding who subscribes to their print material,businesses continue to sponsor articles,photography,and similar content in the publications their customers are readi
10、ng.Search engine marketing:This type of marketing is a bit different than SEO,which is described above.Businesses can now pay a search engine to place links on pages of its index that get high exposure to their audience(Its a concept called pay-per-click).Video marketing:While there were once just c
11、ommercials,marketers now put money into creating and publishing all kinds of videos that entertain and educate their core customers.Chapter Eleven Background Information Marketing and AdvertisingIf marketing is a wheel,advertising is one spoke of that wheel.Marketing entails product development,mark
12、et research,product distribution,sales strategy,public relations,and customer support.Marketing is necessary in all stages of a businesss selling journey,and it can use numerous platforms,social media channels,and teams within their organization to identify their audience,communicate to it,amplify i
13、ts voice,and build brand loyalty over time.Chapter Eleven Background Information On the other hand,advertising is just one component of marketing.Its a strategic effort,usually paid for,to spread awareness of a product or service as a part of the more holistic goals outlined above.Put simply,its not
14、 the only method used by marketers to sell a product.Heres an example.Lets say a business is rolling out a brand new product and wants to create a campaign promoting that product to its customer base.This companys channels of choice are Facebook,Instagram,Google,and its company website.It uses all o
15、f these spaces to support its various campaigns every quarter and generate leads through those campaigns.Chapter Eleven Background Information To broadcast its new product launch,it publishes a downloadable product guide to its website,posts a video to Instagram demonstrating its new product,and inv
16、ests in a series of sponsored search results on Google directing traffic to a new product page on its website.Now,which of the above decisions were marketing,and which were advertising?.Chapter Eleven Background Information The advertising took place on Instagram and Google.Instagram generally isnt
17、an advertising channel,but when used for branding,you can develop a base of followers thats trimmed for a gentle product announcement every now and again.Google was definitely used for advertising in this example;the company paid for space on Google-a program known as pay-per-click(PPC)-on which to
18、drive traffic to a specific page focused on its product.A classic online ad.Chapter Eleven Background Information Where did the marketing take place?This was a bit of a trick question,as the marketing was the entire process.By aligning Instagram,Google,and its own website around a customer-focused i
19、nitiative,the company ran a three-part marketing campaign that identified its audience,created a message for that audience,and delivered it across the industry to maximize its impact.(From:https:/ Eleven Background Information Notes to background information:Internet marketing 网络营销search engine opti
20、mization 搜索引擎优化blog marketing 博客营销social media marketing 社交媒体营销print marketing 印刷营销search engine marketing 搜索引擎营销video marketing 视频营销be exclusive to 专为所独有；独家Chapter Eleven Background Information Notes to background information:pertain to 与.直接相关，有关optimize 使优化fine-tuning 微调，细调exposure to 暴露于.entertai
21、n 使娱乐entail 使必要，需要holistic 全盘的，整体的roll out 推出（新产品、服务等）be primed for 为做好准备align 与.一致，结盟Chapter Eleven Words and expressionsDialogue 1go bankrupt 破产in the red 有赤字，亏空，亏损recover/rkv/v.恢复contribute/kntrbjut;kntrbjut/v.促成cosmetics/kzmtks/n.化妆品endorse/nds/v.为广告代言make a pitch for 为作宣传icon/akn/n.偶像，崇拜对象Chapt
22、er Eleven Words and expressionsDialogue 1prospect/prspekt/n.潜在客户affordable adj.买得起的orchestrate/kstret/v.精心安排for good 永远the stroke of good luck 好运Chapter ElevenSupplementary useful words and expressions adaptive positioning 适应性定位advertising and market segmentation 广告与市场细分advertising reach 广告接受人数after
23、 tests 事后测试annual marketing plan 年度营销计划behavioural analysis 行为分析blanket purchase order 一揽子采购合同brand awareness 品牌意识/认知brand positioning 品牌定位brand recognition 品牌识别cash discounts 现金折扣Chapter Eleven Words and expressions Dialogue 2preferential/prefren()l/policies 优惠政策patron/petrn/n.顾客，老主顾compensation/km
24、pense()n/n.补偿recommend/rekmend/v.推荐feature/fit(r)/v.以.为特色nanometer/nenmi:t/n.纳米chip n.芯片breakthrough n.突破dual/djul/adj.双的，两部分的Chapter Eleven Words and expressions Dialogue 2excel/ksel/v.擅长;胜过（他人）battery/btri/n.电池deliver /dlv/v.实现charge v.给(电池)充电nuisance /njus()ns/n.麻烦事heavy user 重度使用者Chapter ElevenS
25、upplementary useful words and expressions catalogue sales 目录销售channel of distribution 分销渠道clothing retailers 服装零售商compensation deals 补偿处理competitive advantage 竞争优势complaint handling 投诉处理consumer goods 消费品cost reductions 降低成本产品customer loyalty 顾客忠诚度differentiated marketing 差异化营销direct marketing 直接营销
26、Keys to the exercises1.Match the words on the left side with those on the right to make common terms.Sometimes,the words on the left can be matched with more than one word on the right.Customer loyalty/profileMarket share/researchMarketing campaign/mixAdvertising budgetBrand image/awarenessProduct p
27、romotion/development/lineChapter ElevenChapter Eleven Keys to the exercises2.Here are five situations that are related with marketing.1)Match each situation to one of the options in the box above.A-2 B-4 C-3 D-4 E-12)Have a discussion on the advantages of social media marketing.(omitted,open-ended d
28、iscussion)Keys to the exercises3.Interpret the following sentences.1)Interpret the following Chinese sentences into English.(1)Our products are targeted at young customers,so our challenge is how to build customer loyalty.(2)The very low sales of our products were probably due to the high pricing at
29、 the introductory phase.(3)If you have any questions,I can help you answer them now,or I can have our office contact with you later.(4)Im calling to see if you are interested in our promotion on cosmetics next weekend.If you are interested,I can briefly introduce it to you.(5)Low labor cost is one o
30、f the biggest selling points of this product and that is why a lot of college students are interested in it.Chapter ElevenChapter Eleven Keys to the exercises2)2)Interpret the following English sentences into Chinese.(1)没有研究，就无法理解用户。当然，你可能会大致了解他们是谁以及他们需要什么，但如果你想赢得他们的忠诚，你必须深入挖掘。(2)有很多情况下产品没有瑕疵，非常适合客户
31、，但却失败了。(3)没有人会购买他们没有听说过的产品或服务，如果他们不知道贵公司提供什么，他们也不会购买。(4)提供产品赠品和允许潜在客户试吃、试用产品是公司引进新的食品和家用产品时经常使用的方法。(5)许多客户投诉仅仅希望得到道歉和回应，然而许多企业即使犯错也不肯承认。Chapter Eleven Keys to the exercisesv 4.Role-play:fill in the blanks by interpreting the Chinese expressions or sentences.v 1)facilitatesv 2)priority levelv 3)user-friendlyv 4)informed ofv 5)in casev 6)satisfactionChapter Eleven Keys to the exercisesv 5.Make small talks in the following business situations.v(open-ended,omitted)v 6.Mini-presentation:make an oral presentation based on the following topic with the reference tips.v(open-ended,omitted)
