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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-inText A Text BText CResearchingListening SpeakingWriting,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 up the ca
3、reer 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 readingOverviewBeyond textDis
4、cussion, Language building-upSpecialized vocabularySignpost languageFormal 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 organizational
5、 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 directs the proc
6、esses 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.,Critical rea
7、ding 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 profit.,Transl
8、ate 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理流程。,总之，市场营销
9、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 promotion.Pro
10、f. 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,ProductProduc
11、t 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 refers to wh
12、ere 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 consumers,Pr
13、ice 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 the way you
14、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 mention profit“10
15、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 reading and t
16、hinking,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 highlighted by
17、 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 expressions from E
18、nglish 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 target market9 promote products,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
19、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 product,the design and manu
20、facturing 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-colored terms.,target market,esta
21、blished brand event marketingexclusive distribution manage customer relationshipssales 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 type of product and _ involve
22、d.,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 Marketing,Specialized vocabulary,T
23、ext A Language building-up,Complete the following sentences with the correct form of the red-colored terms.,established brand,established brand event marketingexclusive distribution manage customer relationshipssales promotion target market,4 Marketers often leverage the positive equity of an existi
24、ng 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, occasion, display, or exhibit (such a
25、s 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 specific order since the order is
26、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 addition, in addition tofirst, second,
27、 thirdfirstly, secondly, finally, lastlyThe 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 he signifies the order of the list
28、 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. 4),finally,2 If we just look at the
29、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,Unit 2 Marketing,Text A Language bu
30、ilding-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 the text.,also,5 Price communicates
31、 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),ways,finally,6 This includes any form of marketing communication _advertisi
32、ng, 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 the material cost of goods (Para. 20),Unit
33、 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, marketing is (Para. 5),common things,2
34、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 confirmed smoker, I might be interested in
35、 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 readingLanguage building-upSpecialized vocabularyCollocatio
36、ns,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 removing babys excrement.,success,success,People l
37、ove 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: P&G, UnileverThree ways to achieve product
38、 superiority through marketing:,product developmentfirst to sell in a category, dominate that marketremove unsuccessful brands (focus in portfolio management),Unit 2 Marketing,Text B Critical reading and thinking,Price,Question 1: How did Sam Walton become one of the most successful businessmen in t
39、he 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?,Answer: Location.,Result of this: Wider reach at a
40、 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 Critical reading and thinking,Price,Question: How
41、 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 Marketing,Text B Critical reading and thinking,Pla
42、ce,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; legal but still a taboo in some other countrie
43、s.,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 did P&G Spain tackle the cultural taboo?,Normal
44、ization: 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). European car companies promote the parent brand
45、(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,Single-minded focus on low prices,Tampax,Since i
46、t 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 the Internet?,2 In what way did Wal-Mart keep p
47、rices 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 siterobust growththe bubble burstlaunchgo out of businessshippingbrand manage
48、r,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 Marketing,Text B Critical reading and thinking,Specialized vocabulary,virtual test drive in-depth ads global powerhouse beauty care health care home care headquarterssuperior 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 Marke
49、ting,Text B Critical reading and thinking,Specialized vocabulary,product development global expansionrange of product dominate a category iconic brands discount store product testinglocation,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 Marketing,Text B Critical reading and thinking,S
50、pecialized vocabulary,UPC code offshore manufacturing outdoor billboard store window display logo overly-branded sub-brands,离岸制造,户外广告牌,橱窗展示,标识，徽标,品牌建设过度的,子品牌,通用产品码；商品条形码编号,Unit 2 Marketing,Text C Google: The New Marketing Model,Note taking,Unit 2 Marketing,Note taking,Text C Language building-up,Com
