学术英语(管理类) Unit 2 marketing

Unit 2 Marketing
Text A
Critical reading and thinking
Overview
—
Definition
Find out the definitions of marketing from the first five paragraphs.
Marketing is an organizational function and a set of processes 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 Association
Unit 2 Marketing
Text A
Critical reading and thinking
Overview
—
5 Ps of marketing
Hale Waihona Puke Baidu
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.
• 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
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
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
Overview
—
Definition
Translate these definitions of Marketing.
• 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。 • 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。
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
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
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)
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.
─ Critical thinking and reading
• Overview • Beyond text • Discussion
─ Language building-up
• Specialized vocabulary • Signpost language • Formal English
4 Ps in marketing Product Price
4 Cs in marketing Customer Cost
Place
Promotion Company-focused
Convenience
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 __________________________.
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.
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.
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.
In 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.
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 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 _________________________.