大学核心商务英语读写教程 Unit 7

Background Information
Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves.
minutes simulation — a meeting
About This Unit
In this unit, it is focused on the new trends of marketing. Text A elaborates on the evolution from the mass media to micromarketing. Compared with the traditional media, micromarketing is more targeted at the audience. In response to this media fragmentation, many companies have always shifted their advertising budget from the mass media to the Internet. Whether a company can make this transition well will finally determine its success in marketing. In Text B, the author put forward his own idea about the future trend of marketing — adding value in the customers’ lives and help them make smart buying decisions. Text C gives us four cases of advertising, of which the first three are concerned with misleading advertising campaigns. All of the cases can serve as a warning for the marketers.
In this unit we are able to practice: business vocabulary — advertising business language — talking about different media business focus — micromarketing business writing — description of ads and meeting
UNБайду номын сангаасT 7 777
NEW FACE OF MARKETING
TEXT A
The New Age of Micromarketing
TEXT B
Adding Value: The Future of Marketing
TEXT C
Four Cases in Advertising
OBJECTIVES
Background Information
Contemporary approaches
Recent approaches in marketing is the relationship marketing with focus on the customer, the business marketing or industrial marketing with focus on an organization or institution and the social marketing with focus on benefits to the society. New forms of marketing also use the Internet and are therefore called Internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.
Background Information
Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-ofScience programs. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at reinventing itself and its vocabulary according to the times and the culture.