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1、Unit 4 Marketing FundamentalsJane4-1Unit Introduction Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain relationship with them. The ultimate goal of marketing is to match a companys products and se
2、rvices with the people who need them, thereby ensure profitability. This unit will present a general complete picture of marketing fundamental. And various aspects of the marketing mix and advertising in marketing will be covered. 4-1Unit Introduction In order to help you understand and master the m
3、arketing fundamentals, there are 14 tasks and three texts designed for you. After studying this unit, you will be able to be equipped with the general knowledge of marketing and advertising. Most of the following words are used in the context of marketing fundamentals. When you read, firstly, try to
4、 figure out their meanings. 首先，试着猜出他们的意思。 Secondly, pay close attention to words you dont know and look them up in a dictionary. 其次，注意不认识的单词，并在字典中查找出其释义 。 Thirdly, review these new words and do Task 1. 第三，复习这些单词并完成Task 1.4-1Professional Words 全面的; 综合的 e.g. Overall industrial production was up compar
5、ed with last year. 与去年相比, 整个工业产值上升了很多。ladv. 1.大体上, 总的来说 2.一切包括在内, 全部的 e.g. Overall, prices are still rising. 总的说来, 价格仍在上涨。 e.g. How much will it cost overall? 一共多少钱?ln.长罩衣；工装裤; 工作裤 e.g. The shop assistant was wearing a white overall. 那店员穿着白色长罩衣。4-3Text B2. Purpose 3 The objective of marketing is to
6、select, serve and satisfy customers in a profitable manner. Advertising is the difficult business of bringing information to great numbers of people. The purpose of an advertisement is to make people respond to make them react to an idea, or to make them want to buy a certain product or service.2翻译2
7、. 目的 市场营销的目的是以适合的方式去选择、服务和 满足客户。做广告就是把信息传递给许许多多的 人，这是不容易做到的事情。广告的目的是让人 们做出反应，让他们对一种想法做出反应，或者 促使他们产生购买某种产品或服务的欲望。4-3Text BThe purpose of an advertisement is to make people respondto make them react to an idea, or to make them want to buy a certain product or service.2翻译广告的目的是让人们做出反应，让他们对一种想 法做出反应，或者促
8、使他们产生购买某种产品或 服务的欲望。（破折号）进一步解释说明表并列make sb. /sth do sthl使（让）某人/某物做某事e.g. Her jokes made us all laugh. 她的笑话把我们大家都逗笑了。e.g. I couldnt make my car start this morning. 今天早上我的车子发动不起来。4-3Text B3. Difference 4 The best way to distinguish between advertising and marketing is to think of marketing as a pie, in
9、side, you have slices of advertising, market research, media planning, public relations, product pricing, distribution, sales strategy, etc. 翻译3. 区别 区别市场营销和广告的最好的方式是把市场 营销看作为一个整体，市场营销包括广告、 市场调查、媒体计划、公共关系、产品定价 、分销和销售策略等等。 4-3Text BAdvertising only equals one piece of the pie in the strategy. All of t
10、hese elements must not only work independently but they also must work together towards the bigger goal. While advertising is a single component of the marketing process. 翻译广告仅是营销策划中的一部分。所有的这些 要素不仅必须独立运作，而且也必须朝着更 大目标相互配合。而广告仅是营销过程中的 一个要素。4-3Text B5 The role of advertising is to create a positive ima
11、ge of a product or service by influencing the behavior of target customers, when setting up an advertising campaign, you must make a choice on:翻译广告的作用是通过一种产品或一项服务 创造一个正面积极的形象来影响消费者 的行为。要进行广告宣传活动，首先选 定以下项目：4-3Text BForms of advertising: 1.Comparative Advertising 6 It compares one brand directly or in
12、directly with one or more competing brands. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided. 翻译广告形式 1.比较广告 这类广告直接或间接地将一个品牌与另一个或几 个竞争对手的品牌进行比较。比较广告有一个缺 点
13、，即消费者对一个公司关于其竞争者的描述会 越来越持怀疑的态度。 drawbackln.缺点, 不利条件; 障碍 e.g. Everything has its drawback. 凡事皆有不足之处。ldrawback to (doing) something （做）某事的缺点是 e.g. The main drawback to these products is that they tend to be too salty. 这些产品的主要不足是有点太咸了。 The great drawback to living near a main road is noise. 住在主干道附近的最大缺
14、点就是噪音。skepticalladj. 怀疑的；怀疑论的，不可知论的 e.g. Her tone is skeptical and detached. 她的声音是怀疑的，冷漠的。lbe skeptical about sth. e.g. We are skeptical about her prospects of success. 我们对她成功的可能表示怀疑。4-3Text BThis makes the effectiveness of comparative advertising questionable. In addition， companies that engage in
15、comparative advertising must be careful not to provide the public with incorrect information about a competitors product. Incorrect or misleading information may cause a lawsuit by the competitor.翻译这是因为描述里所传达的信息都不是十分准确的 。因此，比较形式广告的效果要打折扣。另外， 采用比较形式广告的公司必须注意不要向公众提 供有关竞争对手产品的错误信息。否则，竞争对 手会就你的错误或产生误导的信
16、息提起法律诉讼 。engage inl参加; 从事; 忙于e.g. I have no time to engage in the debate. 我没时间参加辩论。e.g. My family has been engaged in farming for generations. 我家几代都从事农业。e.g. The old lady engaged herself in making clothes for her children.l这位老太太忙着为孩子们做衣服。lawsuitln. 诉讼；起诉 e.g. a lawsuit over a disputed estate 对有争议地产的诉讼e.g. a lawsuit against her former husband 对她前夫提起的诉讼e.g. A lawsuit has been filed against the co
