学术英语(管理类) Unit 2 marketing

Unit 2 Marketing
Text A
Critical reading and thinking
Overview
—
5 Ps of marketing
The 4 Ps Theory in Marketing
Place • Place refers to where and how you sell your product and where and how you distribute your product ________________________. • Place can set quality and price expectations.
4 Ps in marketing Product Price
4 Cs in marketing Customer Cost
Place
Promotion Company-focused
Convenience
3 Reebok’s CMO moved up the career ladder and became it _______. CEO
• Now listen again and check your answers.
Unit 2 Marketing
• Text A
The Business of Marketing
Unit 2 Marketing
Text A
Critical reading and thinking
Beyond text
—
More Ps
More Ps in marketing
• The last two paragraphs mention "profit“ • 10 Ps (4 Ps + probing, partitioning, prioritizing, positioning, political power, public relations) • 7 Ps (4 Ps + participant, physical evidence, process management) • 4 Ps+3 Rs (retention, related sales, referrals)
Unit 2 Marketing
Text A
Critical reading and thinkingBiblioteka Overview—
5 Ps of marketing
The 4 Ps Theory in Marketing Price Price not only pays for your cost of goods and profit, it does much more, such as communicating about the setting quality expectations product, __________________________, segmenting the consumers ,and even conveying __________________________ how a consumer should consume the product.
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
—
5 Ps of marketing
Text A adds a 5th P People Promotion refers to the way you choose to promote your product, such as ___________, advertising public relations _________________, sales promotion _______________, event marketing as well as any personal one-on_______________, one selling you do.
Unit 2 Marketing
Text A
Critical reading and thinking
Beyond text
—
4 Cs vs. 4 Ps With the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.
The 4 Ps Theory in Marketing
• Professor 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 further established the 4P's theory of marketing mix in his 1967 book Marketing Management: Analysis, Planning, Control (1st Edition)
• 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 Marketing
Text A
Critical reading and thinking
Overview
—
5 Ps of marketing
Unit 2 Marketing
Unit Contents
• • • • • • • •
Lead-in Text A Text B Text C Researching Listening Speaking Writing
Unit 2 Marketing
• Lead-in
Activity
Unit 2 Marketing
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
—
5 Ps of marketing
The 4 Ps Theory in Marketing
Product Product is anything that can be offered for sale or use to another individual. It covers ___________ everything that goes into the development of the tangible or intangible object _________________________.
Marketing refers to the core business philosophy that directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties. — the World Marketing Association
学术英语 管理
Marketing
2
Marketing
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.
─ Critical thinking and reading
• Overview • Beyond text • Discussion
─ Language building-up
• Specialized vocabulary • Signpost language • Formal English
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
—
Definition
Find out the definitions of marketing from the first five paragraphs.
Marketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. — the U.K.’s Chartered Institute of Marketing
Lead-in
Activity
• Listen to a short talk and complete the following sentences.
1 The top rung on the marketing career ladder is chief marketing officer (CMO) ___________________________. 2 You can prepare yourself to move up in marketing by: learning about the bottom line a __________________________; focusing on customers b __________________________; being service oriented c __________________________.