学术英语管理含课后答案Unit2

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,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.,Unit 2 Marketing,Lead-in,Text A,Text B,Text C,Researching,Listening,Speaking,Writing,Unit Contents,Unit 2 Marketing,Lead-in,Activity,Unit 2 Marketing,Lead-in,Activity,1 The top rung on the marketing career ladder is,_.,2 You can prepare yourself to move up in marketing by:,a _;,b _;,c _.,3 Reeboks CMO moved up the career ladder and became it _.,Listen to a short talk and complete the following sentences.,chief marketing officer (CMO),learning about the bottom line,focusing on customers,being service oriented,Now listen again and check your answers.,CEO,Text A,Critical thinking and reading,Overview,Beyond text,Discussion,Language building-up,Specialized vocabulary,Signpost language,Formal English,The Business of Marketing,Unit 2 Marketing,Unit 2 Marketing,Text A,Overview,Definition,Find out the definitions of marketing from the first five paragraphs.,Critical reading and thinking,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,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,Text A,Overview,Definition,Find out the definitions of marketing from the first five paragraphs.,Critical reading and thinking,Marketing is the management process for identifying, anticipating and satisfying consumer requirements profitably.,the U.K.s Chartered Institute of Marketing,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,Overview,Definition,Critical 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 Marketing,Text A,Overview,5 Ps of marketing,Critical reading and thinking,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 4Ps theory of marketing mix in his 1967 book,Marketing Management: Analysis, Planning, Control,(1st Edition),Unit 2 Marketing,Text A,Overview,5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,Product,Product is anything that can be offered for,_,to another individual. It covers everything that goes into the development of the,_,.,sale or use,tangible or intangible object,Unit 2 Marketing,Text A,Overview,5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,Place,Place refers to where and how you sell your product and where and how,_,.,Place can set quality and price expectations.,you,distribute your product,Unit 2 Marketing,Text A,Overview,5 Ps of marketing,Critical reading and thinking,The 4 Ps Theory in Marketing,P,rice,setting quality expectations,segmenting the consumers,Price not only pays for your cost of goods and profit, it does much more, such as communicating about the product, _, _ ,and even conveying how a consumer should consume the product.,Unit 2 Marketing,Text A,Overview,5 Ps of marketing,Critical reading and thinking,People,Promotion refers to the way you choose to promote your product, such as,_,_,_,_, as well as any personal one-on-one selling you do.,advertising,public relations,Text A adds a 5th P,sales promotion,event marketing,Unit 2 Marketing,Text A,Beyond text,More Ps,Critical reading and thinking,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),M,ore Ps,in marketing,Unit 2 Marketing,Text A,Beyond text,4 Cs vs. 4 Ps,Critical reading and thinking,4 Ps in marketing,4 Cs in marketing,Product,Customer,Price,Cost,Place,Convenience,Promotion,Communication,With the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.,Company-focused,Customer-focused,Unit 2 Marketing,Discussion,Text A,Critical reading and thinking,Work 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 the author? Why or why not?,Profits are the lifeblood of capitalism. (Para. 19),Do you agree? Why or why not?,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Translate the following expressions from English into Chinese or vice versa.,1 the act of sales,2 manage customer relationships,3 business philosophy,4 satisfy consumer requirements,5 manipulate the tools of marketing,6 entice consumers to buy products,7 effective marketing,8 ideal target market,9 promote products,销售行为,客户关系管理,经营理念,满足消费者需求,操纵营销工具,诱导消费者购置产品,有效营销,理想的目标市场,促销产品,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Translate 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 减少生产本钱,maximize interest,the packaging of the product,the design and manufacturing of the product,an established brand,consume a product,exclusive distribution,event marketing,cut the cost of manufacturing,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Complete the following sentences with the correct form of the red-colored terms.,target market,established brand event marketing,exclusive distribution manage customer relationships,sales promotion target market,1 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 of a product or service.,Sales promotion,3 There is no doubt that in todays business environment, it is becoming increasingly difficult to _ profitably.,manage customer relationships,Unit 2 Marketing,Specialized vocabulary,Text A Language building-up,Complete the following sentences with the correct form of the red-colored terms.,established brand,established brand event marketing,exclusive distribution manage customer relationships,sales promotion target market,4 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 certain dealers are authorized to sell a specific product within a particular territory.,Exclusive distribution,6 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 _.,event marketing,Unit 2 Marketing,Text A Language building-up,Signpost language, listing,A 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,etc.,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 to,first, second, third,firstly, secondly, finally, lastly,The first reason the second ,Unit 2 Marketing,Text A Language building-up,Signpost language, listing,In 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 that,“marketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. (Para. 4),finally,2 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 a profit. (Para. 5),and b),three definitions,3 the 4 Ps of marketing: _. (Para. 6),product, place, price and promotion,Unit 2 Marketing,Text A Language building-up,Signpost language, listing,In 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.,also,5 Price communicates quite a bit about the product and sets quality,expectations. It _ segments the audience into those who can,afford it and those who can only wish they could. And _, it,even conveys how you should consume the product. (Para. 14),ways,finally,6 This includes any form of marketing communication _,advertising, public relations, sales promotion, event marketing,_ any personal one-on-one selling you do. (Para. 18),such as,as well as,7 There are thousands of _ to increase profitability. You can sell more, charge more, widen distribution, shrink distribution, cut the material cost of goods (Para. 20),Unit 2 Marketing,Formal English,Text A Language building-up,The following sentences are selected from Text A. Replace the underlined formal words with less formal ones.,1 If we just look at the,commonalities,of these three definitions, we can see that, in essence, marketing is (Para. 5),common things,2 As a marketing manager, I,manipulate,what a product looks like, smells like, and feels like. (Para. 8),control / handle,3 I manipulate tools in my promotion tool kit in hopes of,enticing,consumers to buy my product. (Para. 8),addicted,4 However, if I were a,confirmed,smoker, I might be interested in trying a new brand Id never tried. (Para. 12),named,5 It also,segments,the audience into those who can afford it and those who can only wish they could. (Para. 14),divides,Unit 2 Marketing,Text B,The Five Ps in Action,Critical thinking and reading,Language building-up,Specialized vocabulary,Collocations,Unit 2 Marketing,People,Text B Critical reading and thinking,Understand peoples needs and desires,Name of company,Success or failure?,Why?,Pets,.,com,Pampers website in Denmark,B,the website of your favorite car company,failure,People dont want to buy pet food online, wait for a week until delivery, and pay for shipping.,failure,Parents dont want to learn more about removing babys excrement.,success,success,People 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 quotations, and buy it online.,Unit 2 Marketing,Text B Critical reading and thinking,Product,Two cases of success: P&G, Unilever,Three ways to achieve product superiority through marketing,:,p,roduct development,f,irst to sell in a category, dominate that market,r,emove unsuccessful brands (focus in portfolio,management),Unit 2 Marketing,Text B Critical reading and thinking,Pr,ice,Question 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 Marketing,Text B Critical reading and thinking,Pr,ice,Question,2,:,How could Wal-Mart sell at prices lower than competitors?,Answer:,Location,.,Result of this:,W,ider reach at a much lower cost,.,Further result:,F,orced closure of many competitors,.,Unit 2 Marketing,Text B Critical reading and thinking,Pr,ice,Can you do a Question-Answer-Result analysis of the last but one paragraph,of the Price section,?,Unit 2 Marketing,Text B Critical reading and thinking,Pr,ice,Question:,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:,S,uppliers figure out how to manufacture to the price,.,Unit 2 Marketing,Text B Critical reading and thinking,P,lace,Tampax,:,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,.,Controversial : “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 note,Unit 2 Marketing,Text B Critical reading and thinking,P,lace,How did P&G Spain tackle the cultural taboo?,Normalization:,m,aking people see it everywhere takes aw,a,y the mystery and fear.,Unit 2 Marketing,Text B Critical reading and thinking,P,romotion,It costs a lot of advertsing to sell a car ($2,500),.,US car companies promote multiple sub-brands (over branding),.,European car companies promote the parent brand (more efficient),.,But remember,.,The bigger the brand, the more difficult to reposition a brand.,Unit 2 Marketing,Text B Critical reading and thinking,Complete the following table.,5 Ps,Successful examples,Reasons,People,B,Product,Superior products,Price,Wal-Mart,Place,Make consumers see the products everywhere,Promotion,BMW,Understand peoples needs and desires and make it useful,P&G and Unilever,Single-minded focus on low prices,Tampax,Since it takes a lot of advertising to sell a car, focus on parent brands instead of sub-brands.,Unit 2 Marketing,Text B Critical reading and thinking,Read the text again and answer the following question.,1 Why did Pets and Pampers 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 Mercedes?,Unit 2 Marketing,Text B Critical reading and thinking,Specialized vocabulary,e-commerce site,robust growth,the dot bubble burst,launch,go out of business,shipping,brand 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 Marketing,Text B Critical reading and thinking,Specialized vocabulary,virtual test drive,in-depth ads,global powerhouse,beauty care,health care,home care,h,eadquarters,superior 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 Marketing,Text B Critical reading and thinking,Specialized vocabulary,product development,global expansion,range of product,dominate a category,iconic brands,discount store,product testing,location,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 Marketing,Text B Critical reading and thinking,Specialized vocabulary,UPC,c,ode,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,品牌建立过度的,子品牌,通用产品码；商品条形码编号,Unit 2 Marketing,Text C,Google: The New Marketing Model,Note taking,Unit 2 Marketing,Note taking,Text C Language building-up,Complete the following notes about Googles marketing model.,1 What we can learn about marketing from Google:,a.,Give the people what they want.,b.,Keep it simple.,2 Googles marketing model:,a. People:,people who want clean, simple searches,b. Product:,superior, but only experientially measurable,c. Price:,free to users,d. Place:,on the Internet anywhere in the world you can log on,e. Promotion:,100% word of mouth from happy users,Unit 2 Marketing,Researching,advertise,Unit 2 Marketing,Researching,Advertise,Work in groups of 4-5 and conduct 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 Identify 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 learned from it.,Unit 2 Marketing,Researching,Advertise,Presentation,Now make a presentation to the class.,Unit 2 Marketing,Listening,Finding major points,Culture note,Listening tasks,Unit 2 Marketing,Listening,Finding major points,To be an effective listener, you should learn to find the major points made by the 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 uses 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 Marketing,Culture note,Listening,Arthur Andersen,Founded in 1913, Arthur Andersen used to be one of the five largest consultancy and accountancy partnerships in the world. It had two main businessespublic accounting and consulting. In 2002, the firm closed the accounting business in the US after being found guilty of criminal charges relating to the firms Enron auditing practices. The consultancy arm split from the accountancy side in 1987 and renamed themselves Accenture in 2000.,Unit 2 Marketing,Listening tasks,Listening,Listen to a part of the lecture “What Physics Taught Me About Marketing given by Dan Cobley, the Marketing Director at Google. Then decide whether the following statements are true (T) or false (F).,1 The speakers first passion was marke