1、,Unit 5 Marketing,世纪商务英语综合教程 III,返回,,Marketing,Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives.
2、 The core of the marketing concept is the understanding of your customers and their importance to your business. To use the marketing concept, businesses should:,Find out the needs of potential customers (Market Research);Analyze these needs in relation to your own capabilities (Market Strategy);Foc
3、us on a market you can serve best (Segmentation);Determine how to satisfy the needs of your target market (Market Mix),,Contents,,Text A,Reading,Comprehension,Vocabulary,Translation,Part 1,Part 2,Part 3,Part 4,Text A,Text B,Real Life Practice,Practical Writing,,Text A Reading,Read the passage about
4、Marketing world and answer the following questions.,1. What is the proper relationship between customers and marketing activities?,Text A,Text B,Real Life Practice,Practical Writing,Marketing activities are aimed at identifying and satisfying customers needs.,_,3. What does marketing really mean?,2.
5、 Why should customers be led according to Akio Morita?,The public does not know what is possible, but the company does.,_,Marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers bet
6、ter than the competitors.,_ _ _,,Text A Reading,Read the passage about Marketing world and answer the following questions.,5. What is the focus of marketing?,Text A,Text B,Real Life Practice,Practical Writing,4. What do the marketing activities include?,The focus of marketing is the needs and wants
7、of the customers.,_,The marketing activities include doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.,_ _ _,,Text A Reading,New Words and Expressions,body 5b?di n. 团体 marketing concept n. 营销概念 di
8、rect dI5rekt v. 指引 visionary 5vIVEnEri a. 有远见卓识的,有眼力的 in general 通常,一般来说 target market n. 目标市场 all-embracing a. 包括一切的 facilitate fE5sIlIteIt v. 使容易,促进,帮助 consummate 5k?nsEmeIt v. 完成 embody Im5b?di v. 包含, 收录 essence 5esEns n. 本质,实质 diagram 5daIErAm n. 图表 summarize 5sQmEraIz v. 概述,总结,Text A,Text B,Rea
9、l Life Practice,Practical Writing,,Text A Reading,The Marketing Concept,1 One of the greatest needs of managers of business is to understand and develop marketing programs for their products and services. Business success is based on the ability to build a growing body of satisfied customers. Modern
10、 marketing programs are built around the “marketing concept”,Text A,Text B,Real Life Practice,Practical Writing,which directs managers to focus their efforts on identifying and satisfying customers needs, at a profit. Here are two core topics.,,Text A Reading,Text A,Text B,Real Life Practice,Practic
11、al Writing,2 As Akio Morita, Sonys visionary leader puts it: “Our plan is to lead the public with our products rather than ask them what kind of product they want. The public does not know what is possible, but we do. So instead of doing lots of market research, we try to create a market for a produ
12、ct by EDUCATING the public about what the product can do for them.” What the Product Can Do for Them?,The Marketing Concept,Should customers be followed or led?,,Text A Reading,Text A,Text B,Real Life Practice,Practical Writing,3 Most people think that marketing is only about the advertising and/or
13、personal selling of goods and services. Advertising and selling, however, are just two of the many marketing activities.,The Marketing Concept,,Text A Reading,Text A,Text B,Real Life Practice,Practical Writing,The Marketing Concept,This involves doing market research on customers, analyzing their ne
14、eds, and then making strategic decisions about product design, pricing, promotion and distribution.,associated.过去分词短语做后置定语，修饰表语those；identifying., and then going.并列做介词with的宾语。 go about (doing) something: 1) to start to do something How can we go about solving this problem? The leaflet tells you how
15、to go about making a purchase on line. 2) to do something in the way that you usually do She went about her preparations in a quiet businesslike way. The villagers were going about their business as usual.,In general, marketing activities are all those associated with identifying the particular want
16、s and needs of a target market of customers, and then going about satisfying those customers better than the competitors.,4,,Text A Reading,Text A,Text B,Real Life Practice,Practical Writing,5 There are many different definitions of marketing. Consider some of the following alternative definitions:,
17、The all-embracing function that links the business with customers needs and wants in order to get the right product to the right place at the right time;,The Marketing Concept,competition n. U the people or groups that are competing against you, especially in business or in a sport Going to trade fa
18、irs is an ideal opportunity to size up the competition. foreign/international competition: companies from other countries that you are competing with Japanese PC makers now face foreign competition in their home market.,The achievement of corporate goals through meeting and exceeding customers needs
19、 better than the competition;,,Text A Reading,Text A,Text B,Real Life Practice,Practical Writing,The management process that identifies, anticipates and supplies customers requirements efficiently and profitably;,The Marketing Concept,directed at.过去分词短语做后置定语。 facilitate vt. to make it easier for a p
20、rocess or activity to happen Computers can be used to facilitate language learning.,Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges.,,Text A Reading,Text A,Text B,Real Life Practice,Practical Writing,Marketing is about meeting the needs and w
21、ants of customers;Marketing is a business-wide function it is not something that operates alone from other business activities;,The Marketing Concept,6 Which definition is right? In short, they all are. They all try to embody the essence of marketing:,,Text A Reading,Text A,Text B,Real Life Practice
22、,Practical Writing,The Marketing Concept,7 To help put things into context, you may find it helpful to often refer to the following diagram which summarizes the key elements of marketing and their relationships:,services which customers demand. understanding., and finding.并列做介词about的宾语；which是定语从句，修饰
23、先行词products or services。,Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges.,,Text A Reading,Text A,Text B,Real Life Practice,Practical Writing,The Marketing Concept,,Text A Translation,1 对于企业的管理者而言,为他们的产品和服务研究和制定市场营销策略是最重要的工作之一建立一个对企业满意的顾客群体是企业
24、成功的基础现代市场营销战略是围绕着“市场营销理念”而建立的,这指导管理者将重心放在了发现和满足消费者需求上,从而获得较好的收益以下是相关的两个核心内容 消费者应当处于引导还是被引导的地位? 2 正如索尼公司具有远见卓识的领导者Akio Morita所说,“我们的计划是以我们的产品来引导大众,而不是询问消费者他们需要什么样的商品因为消费者并不清楚哪些需求是可以实现的,但是我们知道因此我们并不做大量的市场调查,而是通过引导大众让他们了解这些商品可以为他们带来什么好处而创造市场” 市场营销的真正含义是什么?,市场营销理念,,Text A Translation,3 大多数人都以为市场营销仅仅指的是产
25、品或服务的广告和推销,其实这些不过是众多市场营销行为中的两项内容而已 4 通常情况下,市场营销是指采用所有方式去辨别和发现目标市场中的消费者的需求,然后以比竞争对手更为合理的方式去满足消费者的需求主要步骤为:针对消费者的市场调研,分析消费者需求,在产品设计,定价,推广和分销等环节制定相应的战略决策 5关于市场营销的定义有很多不同的说法,可以参考下列定义: 市场营销是指为了在恰当的时机,将合适的商品销售到有需求的人群所采取的一切基于消费者需求的商业行为; 市场营销是企业成功满足或甚至超越消费者需求,并据此胜过竞争对手的行为;,市场营销理念,,Text A Translation,市场营销是企业管
26、理流程中有效发现预测和满足消费者需求,并获得收益的环节; 市场营销可以被定义为一系列针对帮助和完成交易而进行的人类活动 6以上的定义中,哪一个是正确的?其实它们都是正确的,都体现了市场营销的实质: 市场营销旨在满足消费者的需求; 市场营销是涵盖广泛的商业行为并非独立于其他商业活动; 市场营销的核心是了解消费者,从而采用恰当的策略为消费者提供满足其需求的商品 7下图将帮助你深入理解市场营销的关键因素和它们之间的内在联系:,市场营销理念,,Text A Translation,市场营销理念,,Text A Comprehension,Decide whether the following sta
27、tements are True or False.,1. Businesssuccess is based on the ability to satisfy customers. 2. Sony believes that they should produce what the customers want. 3. Advertising and selling are often regarded as the most important marketing activities. 4. Marketing is always operated alone from other bu
28、siness activities. 5. Marketing means understanding customers and fulfilling their needs.,Text A,Text B,Real Life Practice,Practical Writing,T,（ ）,F,（ ）,T,（ ）,F,（ ）,F,（ ）,,Text A Vocabulary,Part 1 Match the expressions on the left with the explanations on the right.,Text A,Text B,Real Life Practice,
29、Practical Writing,,Text A Vocabulary,Text A,Text B,Real Life Practice,Practical Writing,Part 1 Match the expressions on the left with the explanations on the right.,Answer,1. E 2. A 3. D 4. B 5. G 6. H 7. J 8. C 9. F 10. I,,Text A Vocabulary,1. The latest model many new improvements. 2. is a group o
30、f customers with similar needs that forms thefocus of a companys marketing efforts. 3. Under his leadership, the company launched the new product successfully. 4. The current structure does not efficient work flow. 5. are those that determine the overall direction of anenterprise and its ultimate vi
31、ability in light of the predictable, the unpredictable, and the unknowable changes that may occur in its most importantsurrounding environments.,Text A,Text B,Real Life Practice,Practical Writing,Part 2 Complete the sentences with the following expressions. Change the form where necessary.,facilitat
32、e embody visionary definition target market summarize direct diagram in general strategic decision,Target market,_,visionary,_,embodies,_,Strategic decisions,_,facilitate,_,,Text A Vocabulary,6. To give a of a word is more difficult than to give an illustration of its use. 7. A new manager has been
33、appointed to the project. 8. Ill just the main points of the presentation in a few words. 9. The manager drew a showing the structure of the company. 10. , about 10% of the candidates are eventually offered positions.,Text A,Text B,Real Life Practice,Practical Writing,Part 2 Complete the sentences w
34、ith the following expressions. Change the form where necessary.,facilitate embody visionary definition target market summarize direct diagram in general strategic decision,summarize,_,direct,_,In general,_,definition,_,diagram,_,,Text A Translation,Part 1 Translate the definitions of marketing into
35、Chinese.,Text A,Text B,Real Life Practice,Practical Writing,1. The all-embracing function that links the business with customers needs and wants in order to get the right product to the right place at the right time,2. The achievement of corporate goals through meeting and exceeding customers needs
36、better than the competition,市场营销是指为了在恰当的时机，将合适的商品销售到有需求的人群所采取的一切基于消费者需求的商业行为；,_ _,市场营销是企业管理流程中有效发现、预测和满足消费者需求，并获得收益的环节；,_ _,,Text A Translation,Part 1 Translate the definitions of marketing into Chinese.,Text A,Text B,Real Life Practice,Practical Writing,3. The management process that identifies, an
37、ticipates and supplies customers requirements efficiently and profitably,市场营销是企业成功满足或甚至超越消费者需求，并据此胜过竞争对手的行为；,_,4. Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges.,市场营销可以被定义为一系列针对帮助和完成交易而进行的人类活动。,_,5. Marketing is about meeting the needs and w
38、ants of customers.,市场营销旨在满足消费者的需求；,_,,Text A Translation,Part 1 Translate the definitions of marketing into Chinese.,Text A,Text B,Real Life Practice,Practical Writing,6. Marketing is a business-wide function it is not something that operates alone from other business activities.,7. Marketing is abo
39、ut understanding customers and finding ways to provide products or services which customers demand.,市场营销是涵盖广泛的商业行为并非独立于其他商业活动；,_,市场营销的核心是了解消费者，从而采用恰当的策略为消费者提供满足其需求的商品。,_ _,,Text A Translation,Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese i
40、nto English.,Text A,Text B,Real Life Practice,Practical Writing,1. . which directs managers to focus their efforts on identifying and satisfying customers needs,.我们应该将我们的努力集中于推动生意的发展和与供货商的合作,2. As Akio Morita, Sonys visionary leader puts it.如拿破仑(Napoleon)所说,进攻是最好的防御办法,We should focus our effort on b
41、oosting the business and cooperation with our suppliers.,_ _,As Napoleon put it, attack is the best method of defense.,_,,Text A Translation,Part 2 Read the English sentences, paying attention to the colored expressions. Then translate the Chinese into English.,Text A,Text B,Real Life Practice,Practical Writing,3. In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers,.总的来说,他是个很令人满意的员工,4. There are many different definitions of marketing.公司必须对其目标下一个明确的定义,
