學(xué)術(shù)英語(yǔ)(管理類(lèi))-unit-2-marketing

1、學(xué)術(shù)英語(yǔ) 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

2、 this unit, we will learn about marketing both in theory and in practice.,,Unit 2 Marketing,Lead-inText A Text BText CResearchingListening SpeakingWriting,Unit Contents,,Unit 2 Marketing,Lead-in,Activity,,Unit 2

3、 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 _______________________

4、___;c __________________________.3 Reebok’s CMO moved up the career ladder and became it _______.,Listen to a short talk and complete the following sentences.,chief marketing officer (CMO),learning about the bottom l

5、ine,focusing on customers,being service oriented,Now listen again and check your answers.,CEO,Text A,─ Critical thinking and readingOverviewBeyond textDiscussion,─ Language building-upSpecialized vocabularySignp

6、ost 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 th

7、inking,Marketing is an organizational 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 st

8、akeholders. — the American Marketing Association,Marketing refers to the core business philosophy that directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges whic

9、h 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 reading and

10、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 givin

11、g consumers what they want and need, and b) doing this at a profit.,Translate these definitions of Marketing.,,Unit 2 Marketing,Text A,Overview — Definition,Critical reading and thinking,市場(chǎng)營(yíng)銷(xiāo)是一種組織職能，也是一套流程，用于為客戶創(chuàng)造

12、、傳播和交付價(jià)值及管理客戶關(guān)系，并惠及組織及其利益相關(guān)者。,Translate these definitions of Marketing.,市場(chǎng)營(yíng)銷(xiāo)是一種核心經(jīng)營(yíng)理念，它指引識(shí)別并滿足個(gè)人和組織需求的流程，通過(guò)交換為所有參與方創(chuàng)造卓越價(jià)值。,市場(chǎng)營(yíng)銷(xiāo)是識(shí)別、預(yù)估和滿足消費(fèi)者需求，并為企業(yè)帶來(lái)利潤(rùn)的管理流程。,總之，市場(chǎng)營(yíng)銷(xiāo)是：a) 發(fā)現(xiàn)并滿足消費(fèi)者的愿望和需求； b) 并在這個(gè)過(guò)程中盈利。,,Unit 2 Marketing,T

13、ext 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: prod

14、uct, place, price and promotion.Prof. Philip Kotler of Northwestern University further established the 4P's theory of marketing mix in his 1967 book Marketing Management: Analysis, Planning, Control (1st Edition),,

15、Unit 2 Marketing,Text A,Overview — 5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,ProductProduct is anything that can be offered for ___________ to another individual. It covers eve

16、rything 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 Theor

17、y in Marketing,PlacePlace 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,O

18、verview — 5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,Price,setting quality expectations,segmenting the consumers,Price not only pays for your cost of goods and profit, it does much

19、 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 mar

20、keting,Critical reading and thinking,PeoplePromotion refers to the way you choose to promote your product, such as ___________, _______________, _________________, _______________, as well as any personal one-on-one se

21、lling 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 "pro

22、fit“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),

23、More Ps in marketing,,Unit 2 Marketing,Text A,Beyond text — 4 Cs vs. 4 Ps,Critical reading and thinking,With the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.,

24、,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 McCarthy. To these we have

25、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

26、A Language building-up,Translate the following expressions from English into Chinese or vice versa.,1 the act of sales2 manage customer relationships3 business philosophy4 satisfy cons

27、umer requirements5 manipulate the tools of marketing6 entice consumers to buy products7 effective marketing8 ideal target market9 promote products,銷(xiāo)售行為,客戶關(guān)系管理,經(jīng)營(yíng)理念,滿足消費(fèi)者需求,操縱營(yíng)銷(xiāo)工具,誘導(dǎo)消費(fèi)者購(gòu)買(mǎi)產(chǎn)品,有效營(yíng)銷(xiāo),理想的目標(biāo)市場(chǎng),促銷(xiāo)產(chǎn)品,,Unit 2

28、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 產(chǎn)品包裝12 產(chǎn)品設(shè)計(jì)與生產(chǎn)13 知名品牌14 消費(fèi)產(chǎn)品15 獨(dú)

29、家經(jīng)銷(xiāo)16 事件營(yíng)銷(xiāo)17 減少生產(chǎn)成本,maximize interest,the packaging of the product,the design and manufacturing of the product,an established brand,consume a product,exclusive distribution,event marketing,cut the cost of manufacturing

30、,,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,established brand

31、 event marketingexclusive distribution manage customer relationshipssales promotion target market,1 While it is possible that one promotional method may be used, it i

32、s likely that two, three, or four methods 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 sal

33、es of a product or service.,Sales promotion,3 There is no doubt that in today’s business environment, it is becoming increasingly difficult to ______________________________ profitably.,manage customer relationships,,Uni

34、t 2 Marketing,Specialized vocabulary,Text A Language building-up,,Complete the following sentences with the correct form of the red-colored terms.,established brand,established brand

35、 event marketingexclusive distribution manage customer relationshipssales promotion target market,4 Marketers often leverage the positive equity of an existing offerin

36、g 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 distri

37、bution,6 The activity of designing 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 marketi

38、ng,,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

39、 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 typical

40、ly signal a listing pattern for your reference:and, also, another, as well as, in addition, in addition tofirst, second, thirdfirstly, secondly, finally, lastlyThe first reason … the second …,,Unit 2 Marketing,Text

41、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 attent

42、ion 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 manageme

43、nt process for identifying, anticipating and satisfying consumer requirements profitably”. (Para. 4),finally,2 If we just look at the commonalities of these _______________, we can see that, in essence, marketing is: a)

44、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 an

45、d promotion,,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

46、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 quite a bit about the product and

47、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

48、This includes any form 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 t

49、housands of _______ to increase profitability. You can sell more, charge more, widen distribution, shrink distribution, cut the material cost of goods … (Para. 20),,Unit 2 Marketing,Formal English,Text A

50、 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 ca

51、n see that, in essence, 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 promotio

52、n 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 trying a new brand I’d never tried. (Para. 12),named,5 It also segments th

53、e 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 vocabu

54、laryCollocations,,Unit 2 Marketing,,People,Text B Critical reading and thinking,Understand people's needs and desires,failure,People don't want to buy pet food online, wait for a week until

55、 delivery, and pay for shipping.,failure,Parents don't want to learn more about removing baby's excrement.,success,success,People love a website that answers questions and helps research or learn how to take care

56、 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, UnileverT

57、hree 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 Marketing,,Text

58、B Critical reading and thinking,Price,Question 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 cat

59、egory 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 o

60、f 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 analys

61、is of the last but one paragraph of the Price section?,,Unit 2 Marketing,,Text B Critical reading and thinking,Price,Question: How does Wal-Mart make suppliers lower prices?,Answer: Point-of-sales i

62、nformation (scanners, UPC codes, RFID...).,Result: Wal-Mart tells suppliers the prices it's willing to pay.,Further result: Suppliers figure out how to manufacture to the price.,,Unit 2 Marketing,Text B

63、 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 o

64、f the 20th century.,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 fema

65、les 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 tab

66、oo?,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 ($2,5

67、00).US car companies 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

68、2 Marketing,Text B Critical reading and thinking,Complete the following table.,Understand people’s needs and desires and make it useful,P&G and Unilever,Single-minded focus on low prices,Tampax,