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学术英语管理Marketing2MarketingMarketingisapowerfulforcethatbuildsstrongglobalbrands.Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory.Inthisunit,wewilllearnaboutmarketingbothintheoryandinpractice.Unit2Marketing•Lead-in•TextA•TextB•TextC•Researching•Listening•Speaking•WritingUnitContentsUnit2Marketing•Lead-inActivityUnit2MarketingLead-inActivity1Thetoprungonthemarketingcareerladderis___________________________.2Youcanprepareyourselftomoveupinmarketingby:a__________________________;b__________________________;c__________________________.3Reebok’sCMOmovedupthecareerladderandbecameit_______.•Listentoashorttalkandcompletethefollowingsentences.chiefmarketingofficer(CMO)learningaboutthebottomlinefocusingoncustomersbeingserviceoriented•Nowlistenagainandcheckyouranswers.CEO•TextA─Criticalthinkingandreading•Overview•Beyondtext•Discussion─Languagebuilding-up•Specializedvocabulary•Signpostlanguage•FormalEnglishTheBusinessofMarketingUnit2MarketingUnit2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.—theAmericanMarketingAssociationMarketingreferstothecorebusinessphilosophythatdirectstheprocessesofidentifyingandfulfillingtheneedsofindividualsandorganizationsthroughexchangeswhichcreatesuperiorvalueforallparties.—theWorldMarketingAssociationUnit2MarketingTextAOverview—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—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketingProductProductisanythingthatcanbeofferedfor___________toanotherindividual.Itcoverseverythingthatgoesintothedevelopmentofthe_________________________.saleorusetangibleorintangibleobjectUnit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketingPlace•Placereferstowhereandhowyousellyourproductandwhereandhow________________________.•Placecansetqualityandpriceexpectations.youdistributeyourproductUnit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingThe4PsTheoryinMarketingPricesettingqualityexpectationssegmentingtheconsumersPricenotonlypaysforyourcostofgoodsandprofit,itdoesmuchmore,suchascommunicatingabouttheproduct,__________________________,__________________________,andevenconveyinghowaconsumershouldconsumetheproduct.Unit2MarketingTextAOverview—5PsofmarketingCriticalreadingandthinkingPeoplePromotionreferstothewayyouchoosetopromoteyourproduct,suchas___________,_______________,_________________,_______________,aswellasanypersonalone-on-onesellingyoudo.advertisingpublicrelationsTextAaddsa5thPsalespromotioneventmarketingUnit2MarketingTextABeyondtext—MorePsCriticalreadingandthinking•Thelasttwoparagraphsmentionprofit“•10Ps(4Ps+probing,partitioning,prioritizing,positioning,politicalpower,publicrelations)•7Ps(4Ps+participant,physicalevidence,processmanagement)•4Ps+3Rs(retention,relatedsales,referrals)MorePsinmarketingUnit2MarketingTextABeyondtext—4Csvs.4PsCriticalreadingandthinking4Psinmarketing4CsinmarketingProductCustomerPriceCostPlaceConveniencePromotionCommunicationWiththebirthoftheCustomerageinthe1990sRobertF.Lauterbornproposedthe4Cstoreplace4Ps.Company-focusedCustomer-focusedUnit2MarketingDiscussionTextACriticalreadingandthinkingWorkingroupsof4-5andhaveadiscussionaboutthefollowingquestions.•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