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1、学术英语(管理)含课后答案Unit-22Marketing 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、arketingLead-inText A Text BText CResearchingListening SpeakingWritingUnit ContentsUnit 2 MarketingLead-inActivityUnit 2 MarketingLead-inActivity1 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 career ladd
3、er and became it _.Listen to a short talk and complete the following sentences.chief marketing officer (CMO)learning about the bottom linefocusing on customersbeing service orientedNow listen again and check your answers. CEOText A Critical thinking and readingOverviewBeyond textDiscussion Language
4、building-upSpecialized vocabularySignpost languageFormal EnglishThe Business of MarketingUnit 2 MarketingUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thinkingMarketing is an organizational function and a set of pro
5、cesses 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 AssociationMarketing refers to the core business philosophy that directs the processes of identifying and fu
6、lfilling the needs of individuals and organizations through exchanges which create superior value for all parties. the World Marketing AssociationUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thinkingMarketing is th
7、e management process for identifying, anticipating and satisfying consumer requirements profitably. the U.K.s Chartered Institute of MarketingIn summary, marketing is: a) discovering and giving consumers what they want and need, and b) doing this at a profit.Translate these definitions of Marketing.
8、Unit 2 MarketingText AOverview DefinitionCritical 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
9、 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingProfessor Jerome McCarthy of Michigan State University wrote a book in the 1950s and defined the 4 Ps of marketing: product, place, price and promotion.Prof. Philip Kotler of Northwestern University fu
10、rther established the 4Ps theory of marketing mix in his 1967 book Marketing Management: Analysis, Planning, Control (1st Edition) Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingProductProduct is anything that can be offered for _ to another
11、individual. It covers everything that goes into the development of the _.sale or usetangible or intangible objectUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingPlacePlace refers to where and how you sell your product and where and how _.Place
12、 can set quality and price expectations.you distribute your productUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingPricesetting quality expectationssegmenting the consumersPrice not only pays for your cost of goods and profit, it does much mor
13、e, such as communicating about the product, _, _ ,and even conveying how a consumer should consume the product.Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingPeoplePromotion refers to the way you choose to promote your product, such as _, _, _, _, as well as any persona
14、l one-on-one selling you do.advertisingpublic relationsText A adds a 5th Psales promotionevent marketingUnit 2 MarketingText ABeyond text More PsCritical reading and thinkingThe last two paragraphs mention profit“10 Ps (4 Ps + probing, partitioning, prioritizing, positioning, political power, public
15、 relations)7 Ps (4 Ps + participant, physical evidence, process management)4 Ps+3 Rs (retention, related sales, referrals)More Ps in marketingUnit 2 MarketingText ABeyond text 4 Cs vs. 4 PsCritical reading and thinking4 Ps in marketing 4 Cs in marketing Product Customer Price Cost Place Convenience
16、Promotion CommunicationWith the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.Company-focused Customer-focusedUnit 2 MarketingDiscussionText ACritical reading and thinkingWork in groups of 4-5 and have a discussion about the following questions.There a
17、re the 4 Ps of marketing as highlighted by 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 MarketingSpecialized vocabularyText A Language building-upTran
18、slate the following expressions from English 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 produc
19、ts销售行为销售行为客户关系管理客户关系管理经营理念经营理念满足消费者需求满足消费者需求操纵营销工具操纵营销工具诱导消费者购买产品诱导消费者购买产品有效营销有效营销理想的目标市场理想的目标市场促销产品促销产品Unit 2 MarketingSpecialized vocabularyText A Language building-upTranslate 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
20、 减少生产成本maximize interestthe packaging of the productthe design and manufacturing of the productan established brandconsume a productexclusive distributionevent marketingcut the cost of manufacturingUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with
21、 the correct form of the red-colored terms.target market established brand event marketingexclusive distribution manage customer relationshipssales promotion target market1 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 p
22、romotion mix, depending on the type of product and _ involved.2 _ is the use of activities or materials in order to increase the sales of a product or service.Sales promotion3 There is no doubt that in todays business environment, it is becoming increasingly difficult to _ profitably.manage customer
23、 relationshipsUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with the correct form of the red-colored terms.established brandestablished brand event marketingexclusive distribution manage customer relationshipssales promotion target market4 Marketer
24、s often leverage the positive equity of an existing 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 distribution6 The activity of designing or developing a themed a
25、ctivity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product is called _.event marketingUnit 2 MarketingText A Language building-upSignpost language listingA listing pattern is one of the common writing patterns. It presents a list of items
26、 in 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 typically signal a listing pattern for your reference:and, also, another, as well as,
27、in addition, in addition tofirst, second, thirdfirstly, secondly, finally, lastlyThe first reason the second Unit 2 MarketingText A Language building-upSignpost language listingIn Text A, the author puts forward several definitions of marketing and a list of elements of marketing. Pay attention to h
28、ow 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 management process for identifying, anticipating and satisfying consumer requirements profitably”. (Para.
29、4)finally2 If we just look at the 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 promotionUnit
30、2 MarketingText A Language building-upSignpost language listingIn 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
31、.also5 Price communicates 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)waysfinally6 This includes any form of marketing co
32、mmunication _advertising, public relations, sales promotion, event marketing,_ any personal one-on-one selling you do. (Para. 18)such asas well as7 There are thousands of _ to increase profitability. You can sell more, charge more, widen distribution, shrink distribution, cut the material cost of go
33、ods (Para. 20)Unit 2 MarketingFormal EnglishText A Language building-upThe 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)com
34、mon things 2 As a marketing manager, I manipulate what a product looks like, smells like, and feels like. (Para. 8) control / handle3 I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. (Para. 8)addicted4 However, if I were a confirmed smoker, I might be int
35、erested in trying a new brand Id never tried. (Para. 12)named5 It also segments the audience into those who can afford it and those who can only wish they could. (Para. 14)dividesUnit 2 MarketingText B The Five Ps in ActionCritical thinking and readingLanguage building-upSpecialized vocabularyColloc
36、ationsUnit 2 MarketingPeopleText B Critical reading and thinkingUnderstand peoples needs and desiresName of companySuccess or failure? Why?PPampers website in DenmarkBthe website of your favorite car companyfailurePeople dont want to buy pet food online, wait for a week until delivery, and pay for s
37、hipping.failureParents dont want to learn more about removing babys excrement.successsuccessPeople love 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 MarketingText B Criti
38、cal reading and thinkingProductTwo cases of success: P&G, UnileverThree 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 MarketingText B Critical reading and thin
39、kingPriceQuestion 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 category he sold.Result: Loyal customers.Unit 2 MarketingText B Critical reading and thinkingPriceQuestion 2: How could Wal-Mart sell
40、at prices lower than competitors?Answer: Location. Result of this: Wider reach at a much lower cost.Further result: Forced closure of many competitors.Unit 2 MarketingText B Critical reading and thinkingPriceCan you do a Question-Answer-Result analysis of the last but one paragraph of the Price sect
41、ion?Unit 2 MarketingText B Critical reading and thinkingPriceQuestion: How 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
42、to the price.Unit 2 MarketingText B Critical reading and thinkingPlaceTampax: 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 banne
43、d 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 females are more conservative; and it is hard to advertise and educate the market.Culture noteUnit 2 MarketingText B Critical reading and th
44、inkingPlaceHow did P&G Spain tackle the cultural taboo? Normalization: making people see it everywhere takes away the mystery and fear.Unit 2 MarketingText B Critical reading and thinkingPromotionIt costs a lot of advertsing to sell a car ($2,500).US car companies promote multiple sub-brands (over b
45、randing). European car companies promote the parent brand (more efficient).But remember.The bigger the brand, the more difficult to reposition a brand.Unit 2 MarketingText B Critical reading and thinkingComplete the following table.5 PsSuccessful examplesReasonsPeopleBProductSuperior productsPriceWa
46、l-MartPlaceMake consumers see the products everywherePromotionBMWUnderstand peoples needs and desires and make it usefulP&G and UnileverSingle-minded focus on low pricesTampaxSince it takes a lot of advertising to sell a car, focus on parent brands instead of sub-brands.Unit 2 MarketingText B Critic
47、al reading and thinkingRead 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 prices low?3 Why do the American and Japanese car companies pay more for advertising than European companies such as BMW and
48、 Mercedes?Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary e-commerce siterobust growththe bubble burstlaunchgo out of businessshippingbrand manager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 MarketingText B Critical reading and thinkingSpecialized vocabulary virtual test
49、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 MarketingText B Critical reading and thinkingSpecialized vocabulary product development global expansionrange of product dominate a category iconic b
50、rands 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 MarketingText B Critical reading and thinkingSpecialized 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
51、码；商品条形码编号Unit 2 MarketingText C Google: The New Marketing ModelNote takingUnit 2 MarketingNote takingText C Language building-upComplete the following notes about Googles marketing model.1 What we can learn about marketing from Google:a.Give the people what they want.b.Keep it simple.2 Googles marke
52、ting model:a. People:people who want clean, simple searchesb. Product:superior, but only experientially measurablec. Price:free to usersd. Place:on the Internet anywhere in the world you can log one. Promotion: 100% word of mouth from happy usersUnit 2 MarketingResearching advertiseUnit 2 MarketingR
53、esearchingAdvertiseWork in groups of 4-5 and conduct a survey on how a certain company promotes its product(s) through advertising. The following steps may be helpful for your survey.1 Choose a company and its product you are familiar with (You may choose the companies mentioned in Text B).2 Identif
54、y the advertising media the company has used.3 Identify what focus its advertisement puts on the product.4 Identify who the advertisement aims at.5 Find out whether the advertisement is successful or not, by using statistics to support your point, or by comparing it with other successful advertiseme
55、nts, and think about the reasons.6 Conclude what can be learned from it.Unit 2 MarketingResearchingAdvertisePresentationNow make a presentation to the class.Unit 2 MarketingListening Finding major points Culture note Listening tasksUnit 2 MarketingListeningFinding major pointsTo be an effective list
56、ener, you should learn to find the major points made by the speaker. The following are some clues that might help you pick out important ideas. The speaker often pauses before starting an important point; The speaker often uses repetition to emphasize a point; The speaker may change the pitch, volum
57、e and rhythm of his/her voice for emphasis; The speaker often uses introductory phrases to precede an important idea. For instance, It is essential for you to know Remember that Some speakers use facial gestures or body movement when they are emphasizing a point.Unit 2 MarketingCulture noteListening
58、Arthur AndersenFounded in 1913, Arthur Andersen used to be one of the five largest consultancy and accountancy partnerships in the world. It had two main businessespublic accounting and consulting. In 2002, the firm closed the accounting business in the US after being found guilty of criminal charge
59、s relating to the firms Enron auditing practices. The consultancy arm split from the accountancy side in 1987 and renamed themselves Accenture in 2000.Unit 2 MarketingListening tasksListeningListen to a part of the lecture “What Physics Taught Me About Marketing” given by Dan Cobley, the Marketing D
60、irector at Google. Then decide whether the following statements are true (T) or false (F).1 The speakers first passion was marketing.2 The speaker uses Newtons law to illustrate that physics and marketing share something in common.3 The reason why companies like Unilever and P&G keep brands separate
61、 is that the smaller a brand, the more difficult it is to reposition it. 4 In physics, you can accurately and exactly measure a particle, because observation changes it.5 In marketing, try to measure what consumers actually do, and what they say theyll do or anticipate theyll do.FTFFFUnit 2 Marketin
62、gListening tasksListeningListen to the lecture again and then complete the following notes.1 The main idea of this lecture is that _.physics can teach us something about marketing2 When comparing physics and marketing, the speaker uses two introductory or transitional sentences to precede the import
63、ant idea about marketing.They are:a _b _Its the same with brands.Its the same in the marketing.Unit 2 MarketingSpeaking Useful expressions TaskUnit 2 MarketingHow to interrupt politelyUseful ExpressionsSpeakingIn a discussion or seminar, it is rude to interrupt at the wrong moment, and it is good ma
64、nners to wait for your turn. However, there are times when interrupting may be acceptable, for example, when you do not hear or understand something the speaker has said or you want to add a quick comment. Then how can you get your turn at speaking and also give others a chance to speak?Here are som
65、e expressions you can use to interrupt politely and take your turn:If I could just come in here, May I ?Excuse me, but Could I please just finish my point?As I was saying Sorry to interrupt, but Id just like to say that What do you think about ?Sometimes even making some “English” noise like “um”, “
66、uh”, “oh”, etc. can serve the purpose well.Unit 2 MarketingWork in groups of 4-5 and have a discussion about the following questions. Try to use the above strategy in your discussion.TaskSpeaking1 Have you ever used the products or services manufactured or offered by any of the companies mentioned i
67、n Texts A, B, and C?2 What kind of products/services have you used?3 How do you know them? Why do you choose them?4 Are you satisfied with them?Unit 2 MarketingWriting Writing the introductionUnit 2 MarketingWritingRead the sample introduction and find out the main components of an introduction.Writ
68、ing the introductionResearch topicContext of researchApproach and rationaleSignificance of the studyStart writing your introduction part.Unit 2 Marketing Get ready for unit 3 Find out the main points of Text A.Mark the specialized vocabulary and explain them.Underline the collocations you think important.汇报结束谢谢大家!请各位批评指正
