大学实用英语unit four marketing and promotion
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大学实用英语(一)Unit four Marketing and Promotion讲解
▲potential [pəˈtenʃəl]
释义(1)：adj. 潜在的，可能的 • It's important to find a child's potential capacities.
发现孩子的潜在能力非常重要。
释义(2) n. 可能性，潜在性；潜能，潜力 • This new product has an enormous sales potential.
• In other words, none of us can go to the movie. 换句话说，我们都不能去看电影。
(2) interest somebody in...
释义：使某人对...感兴趣
• interest sb. in an enterprise 使某人对某项事业感兴趣
• 通常，我们还说： • be interested in
她去市场出售玩具。 • The market is held on Wednesdays.
每周三有集市。 • black market 黑市
释义2：vt. (在市场上)出售；推销 • The firm markets (sells) many types of goods.
商行经销多种商品。
promotion .[prəˈməʊʃən]
• There are a large number of potential customers for the new product. 这个新产品有一大批潜在的客户。
• It’s a special offer to attract new customers. 这是一种招徕新客户的特别优惠。
▲order [ˈɔ:də]
释义 4： (vt.&vi. )安排，命令，安排 • She ordered me to leave.
大学实用英语(一)Unit four Marketing and Promotion讲解
这个新产品有着巨大的销售潜力。 • This young man has enormous potential.
这个年轻人有巨大的潜力。 • She showed great potential as an actor.
她表现出做演员的巨大潜力。
▲ display [disˈplei]
释义：（vt. & n.）陈列；展示
response .[riˈspɔns]
释义：（n.）回答，响应
• She has received a response from that college to her application. 她已经收到那所大学对她申请的答复。
• They make a quick response to my inquiry. 他们对我的询问很快作了答复。
• make an inquiry:询问；询价
(4) place an order
释义：订购
• If you accept our price, we will place an order with you. 如果你接受我们的价格，我们将和你下单。
• We're ready to place an order with you. 我们准备从你们那里订货。
释义1：(n) 促销，推销 • the promotion of a new product.
新产品的推广 • The company spent a lot of money on advertising
and promotion. 公司在广告和促销方面花费了大量的资金。
释义2：(n.)提拔，晋升 • If I can’t get promotion soon, I’ll look for
这个年轻人有巨大的潜力。 • She showed great potential as an actor.
她表现出做演员的巨大潜力。
▲ display [disˈplei]
释义：（vt. & n.）陈列；展示
response .[riˈspɔns]
释义：（n.）回答，响应
• She has received a response from that college to her application. 她已经收到那所大学对她申请的答复。
• They make a quick response to my inquiry. 他们对我的询问很快作了答复。
• make an inquiry:询问；询价
(4) place an order
释义：订购
• If you accept our price, we will place an order with you. 如果你接受我们的价格，我们将和你下单。
• We're ready to place an order with you. 我们准备从你们那里订货。
释义1：(n) 促销，推销 • the promotion of a new product.
新产品的推广 • The company spent a lot of money on advertising
and promotion. 公司在广告和促销方面花费了大量的资金。
释义2：(n.)提拔，晋升 • If I can’t get promotion soon, I’ll look for
新编商务英语阅读教程Unit 4 Text A Promotion
Communicating with large number of potential customers at the same time. It’s less flexible than personal selling.
advertising is the main form.
Refers to promotion activities that stimulate interest, trial, purchase by final customers or others in the channel.
TWO.
By Jack
challenge 挑战 rental 供租赁的，租赁公司 demographics 人口统计数据 toll-free 免通话费的 dolly小轮手推车 redeem 以…..换取商品 presentation 介绍 sponsor 出资用广播或者电视做广告者 publicity 宣传；推广
Personal
selling Mass selling Sales promotion
involves direct spoken communication between sellers and potential customers. can be very expensive. usually desirable to combine personal selling with mass selling and sales promotion.
differentiate区分，区别，辨别 direct spoken communication 直接沟通 scatter 使散开 stimulate 激励，激发 planning kit 规划工具
21世纪大学实用行业英语综合教程Unit 1
Chinese Version
市场供给—— 产品、服务和体验
市场提供产品、服务、信息、体验的组合体来满足人们的 需要和欲望。
市场供给包括产品和服务。服务——所销售的是一种无形 的活动或利益，且不会导致所有权的变化。
营销短视症是指公司过度重视自己的产品，而忽视潜在的 顾客需要。
Words & Phrases
Chinese Version
很快简单的交易就变得难以办到了。以货易货制度意味 着太多的实际货物要移动。于是人们发明了钱。在金钱发明 前，一个人的工资是以几只鸡或几头猪的形式发的，无法找 零。发明钱之后，可以售卖商品或服务换取现金，然后用现 金购买所需要的东西。人们现在也还是靠钱。金钱帮助人们 快速方便地购买和出售商品或服务。
fulfil / intangible / myopia /
/ v.完成，实现 / a.无形的；不可触摸的
/ n. 近视
Notes
marketing myopia:营销近视症。这是著名的市场营销专家、美 国哈佛大学管理学院李维特（Theodore Levitt）教授在1960年 提出的一个理论。营销近视症就是不适当地把主要精力放在 产品上或技术上，而不是放在市场需要（消费需要）上，其 结果导致企业丧失市场，失去竞争力。这是因为产品只不过 是满足市场消费需要的一种媒介，一旦有更能充分满足消费 需要的新产品出现，现有的产品就会被淘汰。同时消费者的 需求是多种多样的，且不断在变化，并不是所有的消费者都 偏好于某一种产品或价高质优的产品。
go to great lengths 竭尽全力
Market offerings — products, services, and experiences 9 Needs and wants are fulfilled through market offerings — some combination of products, services, information, or experiences offered to a market to satisfy a need or want. 10 Market offerings include products and services — activities or benefits offered for sale that are essentially intangible and do not result in the ownership of anything. 11 Marketing myopia occurs when a company becomes so taken with their own products that they lose sight of underlying customer needs.
大学核心商务英语读写教程第2册Unit Four Brand and Promotion
To learn new words and expressions
To master how to analyze difficult and long sentences
Text A Cyberpromotion: Communicating with Customer Online
1. Background Information
4. Words and Expressions
⑴ advent /'æ dvənt / n.
Meaning arrival that has been awaited
Example This trend was consolidated by the
advent of television.
这种趋势随着电Leabharlann 的出现得到了增强。and solve problems. 我们必须培养发现问题、分析问题、解决问题的 能力。
4. Words and Expressions
(4) sophisticated /
/ adj.
Meaning ahead in development; complex or intricate
Example
[解析] when television began finding its way into American homes是非限制性定语从句，修饰the late 1940, 其中 find one’s way into意为“enter；go into进入；来到 （某处）”。例如：It found its way into the papers. 这事上了报了。
4. Words and Expressions
(2)prospective/
To master how to analyze difficult and long sentences
Text A Cyberpromotion: Communicating with Customer Online
1. Background Information
4. Words and Expressions
⑴ advent /'æ dvənt / n.
Meaning arrival that has been awaited
Example This trend was consolidated by the
advent of television.
这种趋势随着电Leabharlann 的出现得到了增强。and solve problems. 我们必须培养发现问题、分析问题、解决问题的 能力。
4. Words and Expressions
(4) sophisticated /
/ adj.
Meaning ahead in development; complex or intricate
Example
[解析] when television began finding its way into American homes是非限制性定语从句，修饰the late 1940, 其中 find one’s way into意为“enter；go into进入；来到 （某处）”。例如：It found its way into the papers. 这事上了报了。
4. Words and Expressions
(2)prospective/
商业英语入门chapter 4
By Philip Kotler
The Scope of Marketing
Goods Services Experiences Events Persons
Places Properties Organizations Information Ideas
Core Concepts of Marketing
Supply chain Competition Marketing Environment
The Four P Components of the Marketing
Mix
Alternative Marketing Mix: The Four Cs
Customer Solution
The Four Cs
Foreigners who do business in China must
either accept the concept of guan-xi or be inevitably unsuccessful. Guan-xi means
personal relationships. Everything in China is
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
Starbucks’ home page: Customers can request a catalog of Starbucks products, subscribe to a newsletter, and shop online
– Internet Domains: C2B (Customer to Business)
The Scope of Marketing
Goods Services Experiences Events Persons
Places Properties Organizations Information Ideas
Core Concepts of Marketing
Supply chain Competition Marketing Environment
The Four P Components of the Marketing
Mix
Alternative Marketing Mix: The Four Cs
Customer Solution
The Four Cs
Foreigners who do business in China must
either accept the concept of guan-xi or be inevitably unsuccessful. Guan-xi means
personal relationships. Everything in China is
Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid
Starbucks’ home page: Customers can request a catalog of Starbucks products, subscribe to a newsletter, and shop online
– Internet Domains: C2B (Customer to Business)
新标准大学英语综合教程4u4Active Reading 1
3. Whoever said money can’t buy happiness didn’t know where to go shopping.
Active reading 1: Embarkation
Money quotes
1. Money is the root of all evil.
You have to search for the right place.
but
many people do not know where this is.
Back
Active reading 1: Embarkation
Bank credit rating
Do the quiz on P50 to find whether you are a good customer to banks.
More
Active reading 1: Embarkation
Bank credit rating
Mostly (a)s: Medium You’ve probably never been inside a bank in your life, but sooner or later you’ll have to – and they’ll be looking to try and make you change your lifestyle. A word of advice, though, don’t believe everything they tell you! Mostly (b)s: Low You’re a cautious customer, but you’re a practical person too. The banks won’t make a lot of money out of you! Mostly (c)s: High You’re just the sort of customer the banks are looking for. They like people who spend money without thinking about the consequences! You are welcomed to use their credit card.
2023年大学英语四级考试真题试卷第二套
大学英语四级考试COLLEGE ENGLISH TEST- Band Four -得到监考老师指令前, 不得翻阅该试题册!Part 1 Writing (30 minutes)(请于正式开考后半小时内完毕该部分, 之后将进行听力考试)Directions.Fo.thi.part.yo.ar.allowe.3.minute.t.writ.a.essa.base.o.th.pictur.below.Yo.shoul.sta men.o.th.kid’.understandin.o.goin.t.sc hool.Yo.shoul.writ.a.leas.12.word.bu.n.mor.tha.18.words.请用黑色签字笔在答题卡1指定区域作答作文题, 在试题册上旳作答无效。
Part II Listening Comprehension (30minutes)Section ADirections.I.thi.section.yo.wil.hea..shor.conversation.an..lon.conversations.A.th.en.o.eac.conv ersation.on.o.mor.question.wil.b.aske.abou.wha.wa.said.Bot.th.conversatio.an.th.question.wi l.b.spoke.onl.once.Afte.eac.questio.ther.wil.b..pause.Durin.th.pause.yo.mus.rea.th.fou.choice. marke.A).B).C.an.D).an.decid.whic.i.th.bes.answer.The.mar.th.correspondin.lette.o.Answe.s hee..wit..singl.lin.throug.th.center.注意: 此部分试题请在答题卡1上作答。
大学生实用行业英语1-3单元英语翻译
第一单元市场营销我们把市场营销看作是交易，把营销人员看成是管理交易的人。
从远古时期开始，人们一直在进行交易，以物易物，以物换服务，或以服务换服务。
市场营销或许是这样开始的：一个洞穴人发现自己有太多肉，但没有新鲜的蔬菜。
于是就和一个有蔬菜没有肉的人做交易。
一次简单的交易。
这么多肉换了这么多蔬菜。
这个洞穴人都很开心，因为两人都以自己的东西换得价值相等的东西。
随着时间的推移，越来越多的人住在一起，形成村落，交易变得更加复杂。
一个人以修屋顶来换取鸡和鸡蛋。
然后，他也许用部分的鸡蛋去换面包师傅的面包。
也有人可能帮人磨刀来交换让别人整修他的花园。
两人都是交换服务，而不是商品。
市场营销或许是这样开始的：一个洞穴人发现自己有太多肉，但没有新鲜的蔬菜。
于是就和一个有蔬菜没有肉的人做交易。
一次简单的交易。
这么多肉换了这么多蔬菜。
这两个洞穴人都很开心，因为两人都以自己的东西换得价值相等的东西。
随着时间的推移，越来越多的人住在一起，形成村落，交易变得更加复杂。
一个人以修屋顶来换取鸡和鸡蛋。
然后，他也许用部分的鸡蛋去换面包师傅的面包。
也有人可能帮人磨刀来交换让别人整修他的花园。
两人都是交换服务，而不是商品。
欲望是人类的需要所采取的文化和个性的形式。
食物是一个人的需要，而他的欲望是得到一个大汉堡。
得到购买力的支持时，欲望成为需求。
那些最棒的营销公司会下大工夫去了解顾客的需要、欲望和需求。
市场供给——产品、服务和体验市场提供产品、服务、信息、体验的组合体来满足人们的需要和欲望。
市场供给包括产品和服务。
服务——所销售的是一种无形的活动或利益，且不会导致所有权的变化。
营销短视症是指公司过度重视自己的产品，而忽视潜在的顾客需要。
顾客价值和满意度各种市场供给形成顾客价值和满意度，顾客据此来判断是否购买。
满意的顾客会再次购买，并告诉别人他们的好经验。
不满意的顾客转投竞争对手，向他人贬低该产品。
顾客价值和顾客满意度是开发和管理顾客关系的关键组成部分。
Unit 4-Marketing ethics and social responsibilities
e.g. Shell Oil company funds natural resource conservation projects in the Gulf of Mexico in a partnership with the National Fish and wildlife Foundation
Develop a SWOT analysis for Yao Ming
Unit 4-Marketing Ethics and Social Responsibilities
Objectives:
-to understand marketing’s contributions to society - to recognize why the self-centered behavior of businesses and consumers impact on supply and demand - to appreciate the role of personal ethical behavior - to learn the major theories of marketing ethics
Marketing Social Responsibilities
Strive to be more efficient and effective
Behave ethically
Obey the law
Help market good causes
Marketing Social Responsibility
product. --harm --injury --death --macroeconomic effects e.g. stock marketing (wrong or fraud financial analyst recommendation will cause economic downturn, high unemployment, loss of comprehensive health care)
Develop a SWOT analysis for Yao Ming
Unit 4-Marketing Ethics and Social Responsibilities
Objectives:
-to understand marketing’s contributions to society - to recognize why the self-centered behavior of businesses and consumers impact on supply and demand - to appreciate the role of personal ethical behavior - to learn the major theories of marketing ethics
Marketing Social Responsibilities
Strive to be more efficient and effective
Behave ethically
Obey the law
Help market good causes
Marketing Social Responsibility
product. --harm --injury --death --macroeconomic effects e.g. stock marketing (wrong or fraud financial analyst recommendation will cause economic downturn, high unemployment, loss of comprehensive health care)
商务英语unit4 Marketing
Attracting, retaining and growing customers Building customer relationships and customer equity
Key concepts:
Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
Key concepts:
CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
Marketing Байду номын сангаасanagement
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”
• Creating, delivering and communicating superior customer value is key.
You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.
Key concepts:
Share of customer
The portion of the customer’s purchasing that a company gets in its product categories.
Key concepts:
CRM – Customer relationship management …... “is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.”
Marketing Байду номын сангаасanagement
Marketing management is “the art and
science of choosing target markets and building profitable relationships with them.”
• Creating, delivering and communicating superior customer value is key.
You buy trousers, the salesperson offers you the shirt, tie, cufflinks, shoes. You buy a computer, the sales person offers you a printer, scanner, software. When done well cross-selling will dramatically improve your sales, profits and customer satisfaction. Done poorly it will drive customers away. It is NOT pressure selling.
商务英语unit4 Marketing
2021/10/10
2
What is Marketing?
Kotler’s definition:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”
2021/10/10
20
Product
The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering. Product decisions include aspects such as function, appearance, packaging, service, warranty, etc.
• Consumers favor products that are available and highly affordable
• Improve production and distribution
• Consumers favor products that offer the most quality, performance and innovative features
Marketing Concept
商务英语入门PPT市场营销公开课一等奖优质课大赛微课获奖课件
第16页
Direct to retailer
其它三种渠道统称为间接渠道，产品要 通过若干中间商才干到达终端客户。间 接通道缺点是成本高，由于周转次数较 多，速度较慢，公司对渠道控制和获取 市场信息就相对困难；其长处在于仓储 运送费用、销售人员费用和管理费用较 低，网络密集，覆盖面广泛，相对专业 性较强。
第3页
What is Marketing-----什么是市场营销
Marketing
Deciding what products to offer Setting prices
Developing sales promotions and advertising campaigns
Making products readily available
第2页
What is Marketing-----什么是市场营销
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfied individual and organizational objectives.
第21页
[时、空、安、静]——奥迪A8新产品上市案例
3、 目的公众 ●政府高级官员、商界领袖、外交官、社会名流等上层社会人士， 他们含有很高社会著名度。 4、主要传播信息 ●奥迪品牌理念内涵——人性、激情、领先、远见。 ●奥迪A8特性被概括为“时、空、安、静”: 时间魅力——奥迪A8强劲发动机为旅途节约了大量时间；该车配 备了豪华车载一体化办公系统，使车主能够充足利用旅途时间； 空间魅力——奥迪A8轿车为乘员提供富余内部空间。内部除宽敞 外，还含有极高舒适性和最豪华装备。因此许多国家元首和国宾 车队都选取奥迪A8； 安全魅力——全铝空间框架结构、全时四驱系统等先进技术使奥 迪A8可提供超豪华轿车所能提供最大程度安全性能； 宁静魅力——奥迪A8优秀隔音特性营造了车内非常宁静气氛。
Direct to retailer
其它三种渠道统称为间接渠道，产品要 通过若干中间商才干到达终端客户。间 接通道缺点是成本高，由于周转次数较 多，速度较慢，公司对渠道控制和获取 市场信息就相对困难；其长处在于仓储 运送费用、销售人员费用和管理费用较 低，网络密集，覆盖面广泛，相对专业 性较强。
第3页
What is Marketing-----什么是市场营销
Marketing
Deciding what products to offer Setting prices
Developing sales promotions and advertising campaigns
Making products readily available
第2页
What is Marketing-----什么是市场营销
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfied individual and organizational objectives.
第21页
[时、空、安、静]——奥迪A8新产品上市案例
3、 目的公众 ●政府高级官员、商界领袖、外交官、社会名流等上层社会人士， 他们含有很高社会著名度。 4、主要传播信息 ●奥迪品牌理念内涵——人性、激情、领先、远见。 ●奥迪A8特性被概括为“时、空、安、静”: 时间魅力——奥迪A8强劲发动机为旅途节约了大量时间；该车配 备了豪华车载一体化办公系统，使车主能够充足利用旅途时间； 空间魅力——奥迪A8轿车为乘员提供富余内部空间。内部除宽敞 外，还含有极高舒适性和最豪华装备。因此许多国家元首和国宾 车队都选取奥迪A8； 安全魅力——全铝空间框架结构、全时四驱系统等先进技术使奥 迪A8可提供超豪华轿车所能提供最大程度安全性能； 宁静魅力——奥迪A8优秀隔音特性营造了车内非常宁静气氛。
新标准大学英语4unit4ActiveReading2
Active reading 2: Navigation
Cห้องสมุดไป่ตู้mprehending the text
Read the Para 1-8 and answer the questions.
1. In the opinion of the writer, what makes someone lucky in marriage?
Active reading 2: Embarkation
Marriage metaphor
1. Love is one long sweet dream, and marriage is the alarm clock. (anonymous)
2. Marriage is not a ritual or an end. It is a long, intricate, intimate dance together and nothing matters more than your own sense of balance and your choice of partner. (Amy Bloom )
Active reading 2: Navigation
Text organisation
Text exploration Understanding phrases Comprehending the text Reading for the advice Interpreting writer’s opinion
Example I would compare marriage to a pair of chopsticks. Married couples are united by a common driving force, that is, love. In the same manner, a pair of chopsticks is united by a common mission, that is, to be able to clip food.
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