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 u
3、p 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 readingOverview Beyon
4、d text Discussion, Language building-upSpecialized 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 an or
5、ganizational 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 dire
6、cts 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 paragraphs.,
7、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 a pr
8、ofit.,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，并为企业带来利润的管
9、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 and p
10、romotion.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 Marketing,P
11、roductProduct 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,PlacePlace
12、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,segmenting the
13、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,PeoplePromotion refers to
14、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 paragraphs mentio
15、n “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 Ps,Critical
16、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 marketing as h
17、ighlighted 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 following expres
18、sions 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,销售行为,客户关系管理,经营
19、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 packaging of the
20、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 the red-colore
21、d 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, depending on the
22、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 relationships,Unit 2 Marke
23、ting,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 often leverage t
24、he 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 activity, occasi
25、on, 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 items in no spe
26、cific 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 well as, in additi
27、on, 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 attention to how
28、 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 profitably”. (Para.
29、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, price and promotion
30、,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 exact words from
31、 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 includes any for
32、m 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 distribution, cut t
33、he 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 that, in essence
34、, 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, if I were a c
35、onfirmed 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 reading Language b
36、uilding-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 more about removi
37、ng 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 cases of success
38、: P&G, Unilever Three ways to achieve product superiority through marketing:,product development first to sell in a category, dominate that market remove unsuccessful brands (focus in portfolio management),Unit 2 Marketing,Text B Critical reading and thinking,Price,Question 1: How did Sam Walton bec
39、ome 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 Marketing,Text B Critical reading and thinking,Price,Question 2: How could Wal-Mart sell at prices lower than competitors?,Ans
40、wer: Location.,Result of this: Wider reach at a much lower cost.,Further result: Forced closure of many competitors.,Unit 2 Marketing,Text B Critical reading and thinking,Price,Can you do a Question-Answer-Result analysis of the last but one paragraph of the Price section?,Unit 2 Marketing,Text B Cr
41、itical reading and thinking,Price,Question: 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: Suppliers figure out how to manufacture to the price.,Unit 2 Mar
42、keting,Text B Critical reading and thinking,Place,Tampax: 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.,Controversial : “Immoral” and banned in some countries;
43、 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 thinking,Place,How
44、did P&G Spain tackle the cultural taboo?,Normalization: making people see it everywhere takes away the mystery and fear.,Unit 2 Marketing,Text B Critical reading and thinking,Promotion,It costs a lot of advertsing to sell a car ($2,500). US car companies promote multiple sub-brands (over branding).E
45、uropean car companies promote the parent brand (more efficient).,But remember.The bigger the brand, the more difficult to reposition a brand.,Unit 2 Marketing,Text B Critical reading and thinking,Complete the following table.,Understand peoples needs and desires and make it useful,P&G and Unilever,S
46、ingle-minded focus on low prices,Tampax,Since it takes a lot of advertising to sell a car, focus on parent brands instead of sub-brands.,Unit 2 Marketing,Text B Critical reading and thinking,Read the text again and answer the following question.,1 Why did P and P fail in selling their products over
47、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 than European companies such as BMW and Mercedes?,Unit 2 Marketing,Text B Critical reading and thinking,Specialized vocabulary,e-commerce site robust growth the bubble burst launch go out of business shipping brand manager,
