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1、学术英语学术英语(管理管理)含课后答案含课后答案Unit22Marketing 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.Un
2、it 2 MarketingText AOverview DefinitionCritical reading and thinking 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。Translate these definitions of Marketing.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。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 Marketi
3、ngText AOverview 5 Ps of marketingCritical reading and thinkingThe4PsTheoryinMarketingProfessor 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
4、 the 4Ps theory of marketing mix in his 1967 book Marketing Management:Analysis,Planning,Control(1st Edition)Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe4PsTheoryinMarketingProductProduct is anything that can be offered for _ to another individual.It covers everyt
5、hing that goes into the development of the _.saleorusetangibleorintangibleobjectUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe4PsTheoryinMarketingPlacePlace refers to where and how you sell your product and where and how _.Place can set quality and price expectation
6、s.youdistributeyourproductUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe4PsTheoryinMarketingPricesettingqualityexpectationssegmentingtheconsumersPrice not only pays for your cost of goods and profit,it does much more,such as communicating about the product,_,_,and e
7、ven conveying how a consumer should consume the product.Unit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingPeoplePromotion refers to the way you choose to promote your product,such as _,_,_,_,as well as any personal one-on-one selling you do.advertisingpublicrelationsTextAa
8、ddsa5thPsalespromotioneventmarketingUnit 2 MarketingText ABeyond text More PsCritical reading and thinkingThe 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
9、 Rs(retention,related sales,referrals)MorePsinmarketingUnit 2 MarketingText ABeyond text 4 Cs vs.4 PsCritical reading and thinking4Psinmarketing4CsinmarketingProduct CustomerPrice Cost Place Convenience Promotion CommunicationWiththebirthoftheCustomerageinthe1990sRobertF.Lauterbornproposedthe4Cstore
10、place4Ps.Company-focusedCustomer-focusedUnit 2 MarketingDiscussionText ACritical reading and thinkingWork in groups of 4-5 and have a discussion about the following questions.There are the 4 Ps of marketing as highlighted by McCarthy.To these we have added a fifth P:people.(Para.8)Do you agree with
11、the author?Why or why not?Profits are the lifeblood of capitalism.(Para.19)Do you agree?Why or why not?Unit 2 MarketingSpecialized vocabularyText A Language building-upTranslate the following expressions from English into Chinese or vice versa.1 the act of sales2 manage customer relationships3 busin
12、ess philosophy4 satisfy consumer requirements5 manipulate the tools of marketing6 entice consumers to buy products7 effective marketing8 ideal target market9 promote products销售行为销售行为客户关系管理客户关系管理经营理念经营理念满足消费者需求满足消费者需求操纵营销工具操纵营销工具诱导消费者购买产品诱导消费者购买产品有效营销有效营销理想的目标市场理想的目标市场促销产品促销产品Unit 2 MarketingSpeciali
13、zed vocabularyText A Language building-upTranslate the following expressions from English into Chinese or vice versa.10 利益最大化11 产品包装12 产品设计与生产13 知名品牌14 消费产品15 独家经销16 事件营销17 减少生产成本maximize interestthe packaging of the productthe design and manufacturing of the productan established brandconsume a pro
14、ductexclusive distributionevent marketingcut the cost of manufacturingUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with the correct form of the red-colored terms.targetmarketestablished brand event marketingexclusive distribution manage customer r
15、elationshipssales promotion target market1 While it is possible that one promotional method may be used,it is likely that two,three,or four methods will be used in a promotion mix,depending on the type of product and _ involved.2 _ is the use of activities or materials in order to increase the sales
16、 of a product or service.Salespromotion3 There is no doubt that in todays business environment,it is becoming increasingly difficult to _ profitably.managecustomerrelationshipsUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with the correct form of t
17、he red-colored terms.establishedbrandestablished brand event marketingexclusive distribution manage customer relationshipssales promotion target market4 Marketers often leverage the positive equity of an existing offering by launching a new product using the _ name.5 _ is a situation in which only c
18、ertain dealers are authorized to sell a specific product within a particular territory.Exclusivedistribution6 The activity of designing or developing a themed activity,occasion,display,or exhibit(such as a sporting event,music festival,fair,or concert)to promote a product is called _.eventmarketingU
19、nit 2 MarketingText A Language building-upSignpost language listingA listing pattern is one of the common writing patterns.It presents a list of items in no specific order since the order is unimportant.Words that predict a listing pattern include categories,kinds,types,ways,examples,groups,parts,et
20、c.Here are some more signpost words or expressions that typically signal a listing pattern for your reference:and,also,another,as well as,in addition,in addition tofirst,second,thirdfirstly,secondly,finally,lastlyThe first reason the second Unit 2 MarketingText A Language building-upSignpost languag
21、e listingIn Text A,the author puts forward several definitions of marketing and a list of elements of marketing.Pay attention to how he signifies the order of the list and then complete the following sentences with the exact words from the text.1 And _,the U.K.s Chartered Institute of Marketing says
22、 that“marketing is the management process for identifying,anticipating and satisfying consumer requirements profitably”.(Para.4)finally2 If we just look at the commonalities of these _,we can see that,in essence,marketing is:a)discovering and giving consumers what they want and need,_ doing this at
23、a profit.(Para.5)andb)threedefinitions3 the 4 Ps of marketing:_.(Para.6)product,place,priceandpromotionUnit 2 MarketingText A Language building-upSignpost language listingIn Text A,the author puts forward several definitions of marketing and a list of elements of marketing.Pay attention to how he si
24、gnifies the order of the list and then complete the following sentences with the exact words from the text.also5 Price communicates quite a bit about the product and sets qualityexpectations.It _ segments the audience into those who canafford it and those who can only wish they could.And _,iteven co
25、nveys how you should consume the product.(Para.14)waysfinally6 This includes any form of marketing communication _advertising,public relations,sales promotion,event marketing,_ any personal one-on-one selling you do.(Para.18)suchasaswellas7 There are thousands of _ to increase profitability.You can
26、sell more,charge more,widen distribution,shrink distribution,cut the material cost of goods (Para.20)Unit 2 MarketingFormal EnglishText A Language building-upThe following sentences are selected from Text A.Replace the underlined formal words with less formal ones.1 If we just look at the commonalit
27、ies of these three definitions,we can see that,in essence,marketing is (Para.5)commonthings2 As a marketing manager,I manipulate what a product looks like,smells like,and feels like.(Para.8)control/handle3 I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product.(
28、Para.8)addicted4 However,if I were a confirmed smoker,I might be interested in trying a new brand Id never tried.(Para.12)named5 It also segments the audience into those who can afford it and those who can only wish they could.(Para.14)dividesUnit 2 MarketingTextBTheFivePsinActionCritical thinking a
29、nd readingLanguage building-upSpecialized vocabularyCollocationsUnit 2 MarketingPeopleText B Critical reading and thinkingUnderstandpeoplesneedsanddesiresName of companySuccess or failure?Why?PPampers website in DenmarkBthe website of your favorite car companyfailurePeople dont want to buy pet food
30、online,wait for a week until delivery,and pay for shipping.failureParents dont want to learn more about removing babys excrement.successsuccessPeople love a website that answers questions and helps research or learn how to take care of babies.People want to visualize their new car,get price quotatio
31、ns,and buy it online.Unit 2 MarketingText B Critical reading and thinkingProductTwo cases of success:P&G,UnileverThree ways to achieve product superiority through marketing:product developmentfirst to sell in a category,dominate that marketremove unsuccessful brands(focus in portfolio management)Uni
32、t 2 MarketingText B Critical reading and thinkingPriceQuestion 1:How did Sam Walton become one of the most successful businessmen in the world?Answer:Single-minded focus on offering the lowest prices in every category he sold.Result:Loyal customers.Unit 2 MarketingText B Critical reading and thinkin
33、gPriceQuestion 2:How could Wal-Mart sell at prices lower than competitors?Answer:Location.Result of this:Wider reach at a much lower cost.Further result:Forced closure of many competitors.Unit 2 MarketingText B Critical reading and thinkingPriceCan you do a Question-Answer-Result analysis of the las
34、t but one paragraph of the Price section?Unit 2 MarketingText B Critical reading and thinkingPriceQuestion:How does Wal-Mart make suppliers lower prices?Answer:Point-of-sales information(scanners,UPC codes,RFID.).Result:Wal-Mart tells suppliers the prices its willing to pay.Further result:Suppliers
35、figure out how to manufacture to the price.Unit 2 MarketingText B Critical reading and thinkingPlaceTampax:tampon,feminine care product Invented by Dr.Earle Cleveland Haas in the US in 1929,patented in 1933,once ranked by Fortune as one of the most important inventions of the 20th century.Controvers
36、ial:“Immoral”and banned in some countries;legal but still a taboo in some other countries.Related to the sexual concept of“penetration”.Entered China market in 1989,but Chinese females are more conservative;and it is hard to advertise and educate the market.Culture noteUnit 2 MarketingText B Critica
37、l reading and thinkingPlaceHow did P&G Spain tackle the cultural taboo?Normalization:making people see it everywhere takes away the mystery and fear.Unit 2 MarketingText B Critical reading and thinkingPromotionIt costs a lot of advertsing to sell a car($2,500).US car companies promote multiple sub-b
38、rands(over branding).European car companies promote the parent brand(more efficient).Butremember.Thebiggerthebrand,themoredifficulttorepositionabrand.Unit 2 MarketingText B Critical reading and thinkingComplete the following table.5PsSuccessfulexamplesReasonsPeopleBProductSuperior productsPriceWal-M
39、artPlaceMake consumers see the products everywherePromotionBMWUnderstand peoples needs and desires and make it usefulP&G and UnileverSingle-minded focus on low pricesTampaxSince it takes a lot of advertising to sell a car,focus on parent brands instead of sub-brands.Unit 2 MarketingText B Critical r
40、eading and thinkingRead the text again and answer the following question.1 Why did P and P fail in selling their products over the Internet?2 In what way did Wal-Mart keep prices low?3 Why do the American and Japanese car companies pay more for advertising than European companies such as BMW and Mer
41、cedes?Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary e-commerce siterobust growththe bubble burstlaunchgo out of businessshippingbrand manager强劲的增长网络经济泡沫破裂开业；推出（新产品）歇业发货品牌经理电子商务网站Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary virtual test drive
42、 in-depth ads global powerhouse beauty care health care home care headquarterssuperior products 深度广告具有全球影响力的企业美容护肤品医疗保健品家用护理品（企业）总部虚拟试驾卓越产品Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary product development global expansionrange of product dominate a category iconic brands
43、 discount store product testinglocation 全球扩张系列产品在某一品类中占据主导地位偶像级品牌折扣店产品测试（试销、试用等）产品开发选址Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary UPC code offshore manufacturing outdoor billboard store window display logo overly-branded sub-brands 离岸制造户外广告牌橱窗展示标识，徽标品牌建设过度的子品牌通用产品码；商品条
44、形码编号Unit 2 MarketingTextCGoogle:TheNewMarketingModelNote takingUnit 2 MarketingNote takingText C Language building-upComplete the following notes about Googles marketing model.1 What we can learn about marketing from Google:a.Givethepeoplewhattheywant.b.Keepitsimple.2 Googles marketing model:a.Peopl
45、e:peoplewhowantclean,simplesearchesb.Product:superior,butonlyexperientiallymeasurablec.Price:freetousersd.Place:ontheInternetanywhereintheworldyoucanlogone.Promotion:100%wordofmouthfromhappyusersUnit 2 MarketingResearching advertiseUnit 2 MarketingResearchingAdvertiseWork in groups of 4-5 and conduc
46、t a survey on how a certain company promotes its product(s)through advertising.The following steps may be helpful for your survey.1 Choose a company and its product you are familiar with (You may choose the companies mentioned in Text B).2 Identify the advertising media the company has used.3 Identi
47、fy what focus its advertisement puts on the product.4 Identify who the advertisement aims at.5 Find out whether the advertisement is successful or not,by using statistics to support your point,or by comparing it with other successful advertisements,and think about the reasons.6 Conclude what can be
48、learned from it.Unit 2 MarketingResearchingAdvertisePresentationNow make a presentation to the class.Unit 2 MarketingListening Finding major points Culture note Listening tasksUnit 2 MarketingListeningFinding major pointsTo be an effective listener,you should learn to find the major points made by t
49、he speaker.The following are some clues that might help you pick out important ideas.The speaker often pauses before starting an important point;The speaker often uses repetition to emphasize a point;The speaker may change the pitch,volume and rhythm of his/her voice for emphasis;The speaker often u
50、ses introductory phrases to precede an important idea.For instance,It is essential for you to know Remember that Some speakers use facial gestures or body movement when they are emphasizing a point.Unit 2 MarketingCulture noteListeningArthurAndersenFounded in 1913,Arthur Andersen used to be one of t