Unit2高教社新编商务英语综合教程第二版

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Unit 2 Marketing
Marketing is a central focus for this exchange process. It is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Marketers make their living by finding out what people value and then by providing a fair exchange. It takes knowledge and skill to plan and manage a fair exchange. Marketing’s job is to: · discover what people need and what they will value, · create a solution to the identified needs and a product that people will value, · arouse a desire in people to buy the product, · and satisfy the needs that were first discovered and provide the value that people want.
a. the beginning of marketing b. how exchanges are made c. marketing and business d. the nature of marketing √
2. Marketing means _____. a. buying and selling √ b. a management process c. a fair exchange d. a daily trade
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Unit 2 Marketing
II. Listen to the passage for the second time with your focus on the questions you have raised (if there are any) and then complete the following multiple choice exercises. You can take notes while listening. 1. Passage 1 describes _____.
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Unit 2 Marketing
5. Which of the following is NOT mentioned in Passage 1? a. identifying. c. anticipating. b. selling. √ d. satisfying.
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Unit 2 Marketing
4. Which of the following is true?
a. Simple exchange became impossible due to lack of money. b. To some extent, life is all about exchanging one value √ for another. c. Marketing is the same as exchange. d. Marketers work by finding out what people value and need.
Unit 2 Marketing
Marketing probably started with one cave man finding that he had too much meat, but no fresh vegetable. So he made a deal with another cave man who had vegetables, but no meat. A simple exchange. Both cave men were happy because they had exchanged something they valued for something of equal value. Meanwhile, an old woman helped a man with his cooking in exchange for having her garden dug. Both exchanged services rather than goods. Simple exchanges soon became impossible. So people invented money. Each item can have a separate value, and a price can be fixed for everything. All goods or services can be sold for cash, and the cash used to buy what is needed. Life is about exchanging one value for another. We use money to help us buy and sell quickly and easily.
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Unit 2 Marketing
III Listen to passage 2 and then answer the questions briefly. 1. What is the woman interested in? 2. What is the name of the car dealer? 3. According to the man, why is the deal a fantastic one? 4. What is the website and phone number of the car dealer? 5. Where is the car dealer located?
6. Which of the following is NOT Marketing’s job? a. Satisfy the needs that were first discovered and provide the value that people want. b. Create a solution to the identified needs and a product that people will value. c. Discover what people need and what they will value. d. None of the above. √
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Unit 2 Marketing
3. Which of the following describes the meaning of a fair exchange? a. Exchange something for money. b. Exchange money for something. c. Exchange something valued for something of equal √ value. d. Both a and b.
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Unit 2 Marketing
— Useful Structures: to see if/what as many ... as possible “Whether ... or not” noun clause as subject and object “assuming ...” adverbial phrase choose + to inf. far more + adj. — Grammar: Numerical Expressions (1) 3. Communicative Skills （交际技能） — Expressions: Expressions of “Introducing People” — Reading: Price List
Unit 2 Marketing
I. Listen to the passage for the first time and then write out questions, if there are any, about the part(s) you fail to understand. If you have no questions, just move on to ExerciseⅡ.
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Unit 2 Marketing
Lead-in
Listening Comprehension Tasks Exercise I Exercise II Exercise III
Spot Dictation
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6
Unit 2 Marketing
Teaching Aim
1. Cognitive Information（认知信息）: Basic Concept of Marketing 2. Language Focus（内容重点） — Key Words: I. market potential, feasibility, feasible/viable, assess, stand (n.), trade fair, exhibit, sample, prospective customer, publicity, representative, brochure, booklet, catalogue, press conference, promote, range, model, display, campaign, launch, order, delivery, replacement, spare part, after-sales service, component, service (v.), machinery, client; II. purchase, supply, conversely, equilibrium price, shortage, surplus, maximize profits — Phrases: I. in other words, hand out, make up, for short, know as; II. in ... terms, in large/small quantities, agree on, in the end
Unit 2 Marketing
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Unit 2 Marketing
1
2 3 4 5
Teaching Aim
Lead-in
Reading I Reading II Extended Activities Bonus: Word Study
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Unit 2 Marketing
7. According to your understanding of Passage 1, how would you complete the diagram?
d c b a
a. Consumer c. Marketer
b. Money d. Goods/Services
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Unit 2 Marketing
8. Marketing has ____ task(s). a. 1 b. 2 c. 3 d. 4 √
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