学术英语(管理类) Unit 2 marketingppt课件

学术英语管理Marketing.2Marketing Marketingisapowerfulforcethatbuildsstrongglobalbrands.Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory.Inthisunit,wewilllearnaboutmarketingbothintheoryandinpractice. .Unit2Marketing Lead-in TextA TextB TextC Researching Listening Speaking WritingUnitContents.Unit2Marketing Lead-inActivity.Unit2MarketingLead-inActivity1Thetoprungonthemarketingcareerladderis___________________________.2Youcanprepareyourselftomoveupinmarketingby:a__________________________;b__________________________;c__________________________.3Reebok’sCMOmovedupthecareerladderandbecameit_______. Listentoashorttalkandcompletethefollowingsentences.chiefmarketingofficer(CMO)learningaboutthebottomlinefocusingoncustomersbeingserviceoriented Nowlistenagainandcheckyouranswers.CEO. TextA─Criticalthinkingandreading Overview Beyondtext Discussion─Languagebuilding-upSpecializedvocabularySignpostlanguageFormalEnglishTheBusinessofMarketingUnit2Marketing.Unit2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.—theAmericanMarketingAssociationMarketingreferstothecorebusinessphilosophythatdirectstheprocessesofidentifyingandfulfillingtheneedsofindividualsandorganizationsthroughexchangeswhichcreatesuperiorvalueforallparties.—theWorldMarketingAssociation.Unit2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisthemanagementprocessforidentifying,anticipatingandsatisfyingconsumerrequirementsprofitably.—theU.K.’sCharteredInstituteofMarketingInsummary,marketingis:a)discoveringandgivingconsumerswhattheywantandneed,andb)doingthisataprofit.TranslatethesedefinitionsofMarketing..Unit2MarketingTextAOverview—DefinitionCriticalreadingandthinking 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。TranslatethesedefinitionsofMarketing. 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。.Unit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketing ProfessorJeromeMcCarthyofMichiganStateUniversitywroteabookinthe1950sanddefinedthe4Psofmarketing:product,place,priceandpromotion. Prof.PhilipKotlerofNorthwesternUniversityfurtherestablishedthe4P'stheoryofmarketingmixinhis1967bookMarketingManagement:Analysis,Planning,Control(1stEdition).Unit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketingProduct Productisanythingthatcanbeofferedfor___________toanotherindividual.Itcoverseverythingthatgoesintothedevelopmentofthe_________________________.saleorusetangibleorintangibleobject.Unit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketingPlace Placereferstowhereandhowyousellyourproductandwhereandhow________________________. Placecansetqualityandpriceexpectations.youdistributeyourproduct.Unit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketingPricesettingqualityexpectationssegmentingtheconsumersPricenotonlypaysforyourcostofgoodsandprofit,itdoesmuchmore,suchascommunicatingabouttheproduct,__________________________,__________________________,andevenconveyinghowaconsumershouldconsumetheproduct..Unit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingPeoplePromotionreferstothewayyouchoosetopromoteyourproduct,suchas___________,_______________,_________________,_______________,aswellasanypersonalone-on-onesellingyoudo.advertisingpublicrelationsTextAaddsa5thPsalespromotioneventmarketing.Unit2MarketingTextABeyondtext—MorePsCriticalreadingandthinking Thelasttwoparagraphsmention"profit“ 10Ps(4Ps+probing,partitioning,prioritizing,positioning,politicalpower,publicrelations) 7Ps(4Ps+participant,physicalevidence,processmanagement) 4Ps+3Rs(retention,relatedsales,referrals)MorePsinmarketing.Unit2MarketingTextABeyondtext—4Csvs.4PsCriticalreadingandthinkingWiththebirthoftheCustomerageinthe1990sRobertF.Lauterbornproposedthe4Cstoreplace4Ps. 4Psinmarketing 4Csinmarketing Product Customer Price Cost Place Convenience Promotion Communication Company-focused Customer-focused.Unit2MarketingDiscussionTextACriticalreadingandthinkingWorkingroupsof4-5andhaveadiscussionaboutthefollowingquestions.Therearethe4PsofmarketingashighlightedbyMcCarthy.TothesewehaveaddedafifthP:people.(Para.8)Doyouagreewiththeauthor?Whyorwhynot?Profitsarethelifebloodofcapitalism.(Para.19)Doyouagree?Whyorwhynot?.Unit2MarketingSpecializedvocabularyTextALanguagebuilding-upTranslatethefollowingexpressionsfromEnglishintoChineseorviceversa.1theactofsales2managecustomerrelationships3businessphilosophy4satisfyconsumerrequirements5manipulatethetoolsofmarketing6enticeconsumerstobuyproducts7effectivemarketing8idealtargetmarket9promoteproducts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消费者购买产品有效营销理想的目标市场促销产品.Unit2MarketingSpecializedvocabularyTextALanguagebuilding-upTranslatethefollowingexpressionsfromEnglishintoChineseorviceversa.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maximizeinterestthepackagingoftheproductthedesignandmanufacturingoftheproductanestablishedbrandconsumeaproductexclusivedistributioneventmarketingcutthecostofmanufacturing.Unit2MarketingSpecializedvocabularyTextALanguagebuilding-upCompletethefollowingsentenceswiththecorrectformofthered-coloredterms.targetmarketestablishedbrandeventmarketingexclusivedistributionmanagecustomerrelationshipssalespromotiontargetmarket1Whileitispossiblethatonepromotionalmethodmaybeused,itislikelythattwo,three,orfourmethodswillbeusedinapromotionmix,dependingonthetypeofproductand_____________involved.2_______________istheuseofactivitiesormaterialsinordertoincreasethesalesofaproductorservice.Salespromotion3Thereisnodoubtthatintoday’sbusinessenvironment,itisbecomingincreasinglydifficultto______________________________profitably.managecustomerrelationships.Unit2MarketingSpecializedvocabularyTextALanguagebuilding-upCompletethefollowingsentenceswiththecorrectformofthered-coloredterms.establishedbrandestablishedbrandeventmarketingexclusivedistributionmanagecustomerrelationshipssalespromotiontargetmarket4Marketersoftenleveragethepositiveequityofanexistingofferingbylaunchinganewproductusingthe_________________name.5____________________isasituationinwhichonlycertaindealersareauthorizedtosellaspecificproductwithinaparticularterritory.Exclusivedistribution6Theactivityofdesigningordevelopingathemedactivity,occasion,display,orexhibit(suchasasportingevent,musicfestival,fair,orconcert)topromoteaproductiscalled_______________.eventmarketing.Unit2MarketingTextALanguagebuilding-upSignpostlanguage—listingAlistingpatternisoneofthecommonwritingpatterns.Itpresentsalistofitemsinnospecificordersincetheorderisunimportant.Wordsthatpredictalistingpatternincludecategories,kinds,types,ways,examples,groups,parts,etc.Herearesomemoresignpostwordsorexpressionsthattypicallysignalalistingpatternforyourreference: and,also,another,aswellas,inaddition,inadditionto first,second,third firstly,secondly,finally,lastly Thefirstreason…thesecond….Unit2MarketingTextALanguagebuilding-upSignpostlanguage—listingInTextA,theauthorputsforwardseveraldefinitionsofmarketingandalistofelementsofmarketing.Payattentiontohowhesignifiestheorderofthelistandthencompletethefollowingsentenceswiththeexactwordsfromthetext.1And________,theU.K.’sCharteredInstituteofMarketingsaysthat“marketingisthemanagementprocessforidentifying,anticipatingandsatisfyingconsumerrequirementsprofitably”.(Para.4)finally2Ifwejustlookatthecommonalitiesofthese_______________,wecanseethat,inessence,marketingis:a)discoveringandgivingconsumerswhattheywantandneed,_______doingthisataprofit.(Para.5)andb)threedefinitions3…the4Psofmarketing:________________________________.(Para.6)product,place,priceandpromotion.Unit2MarketingTextALanguagebuilding-upSignpostlanguage—listingInTextA,theauthorputsforwardseveraldefinitionsofmarketingandalistofelementsofmarketing.Payattentiontohowhesignifiestheorderofthelistandthencompletethefollowingsentenceswiththeexactwordsfromthetext.also5Pricecommunicatesquiteabitabouttheproductandsetsqualityexpectations.It______segmentstheaudienceintothosewhocanafforditandthosewhocanonlywishtheycould.And________,itevenconveyshowyoushouldconsumetheproduct.(Para.14)waysfinally6Thisincludesanyformofmarketingcommunication_________advertising,publicrelations,salespromotion,eventmarketing,___________anypersonalone-on-onesellingyoudo.(Para.18)suchasaswellas7Therearethousandsof_______toincreaseprofitability.Youcansellmore,chargemore,widendistribution,shrinkdistribution,cutthematerialcostofgoods…(Para.20).Unit2MarketingFormalEnglishTextALanguagebuilding-upThefollowingsentencesareselectedfromTextA.Replacetheunderlinedformalwordswithlessformalones.1Ifwejustlookatthecommonalitiesofthesethreedefinitions,wecanseethat,inessence,marketingis…(Para.5)commonthings2Asamarketingmanager,Imanipulatewhataproductlookslike,smellslike,andfeelslike.(Para.8) control/handle3Imanipulatetoolsinmypromotiontoolkitinhopesofenticingconsumerstobuymyproduct.(Para.8)addicted4However,ifIwereaconfirmedsmoker,ImightbeinterestedintryinganewbrandI’dnevertried.(Para.12)named5Italsosegmentstheaudienceintothosewhocanafforditandthosewhocanonlywishtheycould.(Para.14)divides.Unit2Marketing TextBTheFivePsinAction Criticalthinkingandreading Languagebuilding-up Specializedvocabulary Collocations.Unit2MarketingPeopleTextBCriticalreadingandthinkingUnderstandpeople'sneedsanddesiresfailurePeopledon'twanttobuypetfoodonline,waitforaweekuntildelivery,andpayforshipping.failureParentsdon'twanttolearnmoreaboutremovingbaby'sexcrement.successsuccessPeopleloveawebsitethatanswersquestionsandhelpsresearchorlearnhowtotakecareofbabies.Peoplewanttovisualizetheirnewcar,getpricequotations,andbuyitonline. Nameofcompany Successorfailure? Why? Pets.com PamperswebsiteinDenmark Baby.com thewebsiteofyourfavoritecarcompany.Unit2MarketingTextBCriticalreadingandthinkingProduct Twocasesofsuccess:P&G,Unilever Threewaystoachieveproductsuperioritythroughmarketing: productdevelopment firsttosellinacategory,dominatethatmarket removeunsuccessfulbrands(focusinportfoliomanagement).Unit2MarketingTextBCriticalreadingandthinkingPriceQuestion1:HowdidSamWaltonbecomeoneofthemostsuccessfulbusinessmenintheworld?Answer:Single-mindedfocusonofferingthelowestpricesineverycategoryhesold.Result:Loyalcustomers..Unit2MarketingTextBCriticalreadingandthinkingPriceQuestion2:HowcouldWal-Martsellatpriceslowerthancompetitors?Answer:Location.Resultofthis:Widerreachatamuchlowercost.Furtherresult:Forcedclosureofmanycompetitors..Unit2MarketingTextBCriticalreadingandthinkingPriceCanyoudoaQuestion-Answer-ResultanalysisofthelastbutoneparagraphofthePricesection?.Unit2MarketingTextBCriticalreadingandthinkingPriceQuestion:HowdoesWal-Martmakesupplierslowerprices?Answer:Point-of-salesinformation(scanners,UPCcodes,RFID...).Result:Wal-Marttellssuppliersthepricesit'swillingtopay.Furtherresult:Suppliersfigureouthowtomanufacturetotheprice..Unit2MarketingTextBCriticalreadingandthinkingPlaceTampax:tampon,femininecareproduct InventedbyDr.EarleClevelandHaasintheUSin1929,patentedin1933,oncerankedbyFortuneasoneofthemostimportantinventionsofthe20thcentury. Controversial:“Immoral”andbannedinsomecountries;legalbutstillatabooinsomeothercountries. Relatedtothesexualconceptof“penetration”. EnteredChinamarketin1989,butChinesefemalesaremoreconservative;anditishardtoadvertiseandeducatethemarket.Culturenote.Unit2MarketingTextBCriticalreadingandthinkingPlaceHowdidP&GSpaintackletheculturaltaboo?Normalization:makingpeopleseeiteverywheretakesawaythemysteryandfear..Unit2MarketingTextBCriticalreadingandthinkingPromotion Itcostsalotofadvertsingtosellacar($2,500). UScarcompaniespromotemultiplesub-brands(overbranding).Europeancarcompaniespromotetheparentbrand(moreefficient).Butremember.Thebiggerthebrand,themoredifficulttorepositionabrand..Unit2MarketingTextBCriticalreadingandthinkingCompletethefollowingtable.Understandpeople’sneedsanddesiresandmakeitusefulP&GandUnileverSingle-mindedfocusonlowpricesTampaxSinceittakesalotofadvertisingtosellacar,focusonparentbrandsinsteadofsub-brands. 5Ps Successfulexamples Reasons People Baby.com Product Superiorproducts Price Wal-Mart Place Makeconsumersseetheproductseverywhere Promotion BMW.Unit2MarketingTextBCriticalreadingandthinkingReadthetextagainandanswerthefollowingquestion.1WhydidPets.comandPampers.comfailinsellingtheirproductsovertheInternet?2InwhatwaydidWal-Martkeeppriceslow?3WhydotheAmericanandJapanesecarcompaniespaymoreforadvertisingthanEuropeancompaniessuchasBMWandMercedes?.Unit2MarketingTextBCriticalreadingandthinkingSpecializedvocabulary e-commercesite robustgrowth thedot.combubbleburst launch gooutofbusiness shipping brandmanager 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.Unit2MarketingTextBCriticalreadingandthinkingSpecializedvocabulary virtualtestdrive in-depthads globalpowerhouse beautycare healthcare homecare headquarters superiorproducts 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品（企业）总部虚拟试驾卓越产品.Unit2MarketingTextBCriticalreadingandthinkingSpecializedvocabulary productdevelopment globalexpansion rangeofproduct dominateacategory iconicbrands discountstore producttesting location 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.Unit2MarketingTextBCriticalreadingandthinkingSpecializedvocabulary UPCcode offshoremanufacturing outdoorbillboard storewindowdisplay 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.Unit2Marketing TextCGoogle:TheNewMarketingModelNotetaking.Unit2MarketingNotetakingTextCLanguagebuilding-upCompletethefollowingnotesaboutGoogle’smarketingmodel.1WhatwecanlearnaboutmarketingfromGoogle:a.Givethepeoplewhattheywant.b.Keepitsimple.2Google’smarketingmodel:a.People:peoplewhowantclean,simplesearchesb.Product:superior,butonlyexperientiallymeasurablec.Price:freetousersd.Place:ontheInternetanywhereintheworldyoucanlogone.Promotion:100%wordofmouthfromhappyusers.Unit2Marketing Researching─advertise.Unit2MarketingResearchingAdvertiseWorkingroupsof4-5andconductasurveyonhowacertaincompanypromotesitsproduct(s)throughadvertising.Thefollowingstepsmaybehelpfulforyoursurvey.1Chooseacompanyanditsproductyouarefamiliarwith(YoumaychoosethecompaniesmentionedinTextB).2Identifytheadvertisingmediathecompanyhasused.3Identifywhatfocusitsadvertisementputsontheproduct.4Identifywhotheadvertisementaimsat.5Findoutwhethertheadvertisementissuccessfulornot,byusingstatisticstosupportyourpoint,orbycomparingitwithothersuccessfuladvertisements,andthinkaboutthereasons.6Concludewhatcanbelearnedfromit..Unit2MarketingResearchingAdvertisePresentationNowmakeapresentationtotheclass..Unit2Marketing ListeningFindingmajorpointsCulturenoteListeningtasks.Unit2MarketingListeningFindingmajorpointsTobeaneffectivelistener,youshouldlearntofindthemajorpointsmadebythespeaker.Thefollowingaresomecluesthatmighthelpyoupickoutimportantideas.•Thespeakeroftenpausesbeforestartinganimportantpoint;•Thespeakeroftenusesrepetitiontoemphasizeapoint;•Thespeakermaychangethepitch,volumeandrhythmofhis/hervoiceforemphasis;•Thespeakeroftenusesintroductoryphrasestoprecedeanimportantidea.Forinstance,Itisessentialforyoutoknow…Rememberthat…•Somespeakersusefacialgesturesorbodymovementwhentheyareemphasizingapoint..Unit2MarketingCulturenoteListeningArthurAndersenFoundedin1913,ArthurAndersenusedtobeoneofthefivelargestconsultancyandaccountancypartnershipsintheworld.Ithadtwomainbusinesses—publicaccountingandconsulting.In2002,thefirmclosedtheaccountingbusinessintheUSafterbeingfoundguiltyofcriminalchargesrelatingtothefirm'sEnronauditingpractices.Theconsultancyarmsplitfromtheaccountancysidein1987andrenamedthemselvesAccenturein2000..Unit2MarketingListeningtasksListeningListentoapartofthelecture“WhatPhysicsTaughtMeAboutMarketing”givenbyDanCobley,theMarketingDirectoratGoogle.Thendecidewhetherthefollowingstatementsaretrue(T)orfalse(F).1Thespeaker’sfirstpassionwasmarketing.2ThespeakerusesNewton’slawtoillustratethatphysicsandmarketingsharesomethingincommon.3ThereasonwhycompanieslikeUnileverandP&Gkeepbrandsseparateisthatthesmallerabrand,themoredifficultitistorepositionit.4Inphysics,youcanaccuratelyandexactlymeasureaparticle,becauseobservationchangesit.5Inmarketing,trytomeasurewhatconsumersactuallydo,andwhattheysaythey’lldooranticipatethey’lldo.FTFFF.Unit2MarketingListeningtasksListeningListentothelectureagainandthencompletethefollowingnotes.1Themainideaofthislectureisthat_________________________________________________.physicscanteachussomethingaboutmarketing2Whencomparingphysicsandmarketing,thespeakerusestwointroductoryortransitionalsentencestoprecedetheimportantideaaboutmarketing.Theyare:a______________________b_________________________It’sthesamewithbrands.It’sthesameinthemarketing..Unit2Marketing Speaking Usefulexpressions Task.Unit2MarketingHowtointerruptpolitelyUsefulExpressionsSpeakingInadiscussionorseminar,itisrudetointerruptatthewrongmoment,anditisgoodmannerstowaitforyourturn.However,therearetimeswheninterruptingmaybeacceptable,forexample,whenyoudonothearorunderstandsomethingthespeakerhassaidoryouwanttoaddaquickcomment.Thenhowcanyougetyourturnatspeakingandalsogiveothersachancetospeak?Herearesomeexpressionsyoucanusetointerruptpolitelyandtakeyourturn:IfIcouldjustcomeinhere,…MayI…?Excuseme,but…CouldIpleasejustfinishmypoint?AsIwassaying…Sorrytointerrupt,but…I’djustliketosaythat…Whatdoyouthinkabout…?Sometimesevenmakingsome“English”noiselike“um”,“uh”,“oh”,etc.canservethepurposewell..Unit2MarketingWorkingroupsof4-5andhaveadiscussionaboutthefollowingquestions.Trytousetheabovestrategyinyourdiscussion.TaskSpeaking1HaveyoueverusedtheproductsorservicesmanufacturedorofferedbyanyofthecompaniesmentionedinTextsA,B,andC?2Whatkindofproducts/serviceshaveyouused?3Howdoyouknowthem?Whydoyouchoosethem?4Areyousatisfiedwiththem?.Unit2Marketing Writing Writingtheintroduction.Unit2MarketingWriting Readthesampleintroductionandfindoutthemaincomponentsofanintroduction.Writingtheintroduction Startwritingyourintroductionpart. Researchtopic Contextofresearch Approachandrationale Significanceofthestudy.Unit2MarketingGetreadyforunit3FindoutthemainpointsofTextA.Markthespecializedvocabularyandexplainthem.Underlinethecollocationsyouthinkimportant..