商务英语实训教程上册上册 unit 8Marketing Concept 教师参考

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,*,*,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,*,*,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,*,*,?商务英语实训教程?上册,教师参考 Unit 8,教师用书,Unit8 Marketing Concept,Pre-reading Question:,Why does a company put marketing concept,into practice?,Because the purpose of marketing is to understand the wants and needs of customers,to create customers value through satisfaction and quality,and to operate more effectively and efficiently than competitors.,【文本翻译】,营销概念,营销观念和理念是指一个组织机构实现其目标的同时，应努力满足客户的需求。到达目标最好的方式就是满足客户的需求。营销观念强调在设计和生产一项产品之前，首先要了解客户。在产品的设计和生产中融入客户的需求，销售和利润目标才更有可能得到实现。使客户满意是该组织机构的关键所在，因此了解客户至关重要。营销研究技术被开发，其目的就在于此。较小的组织机构仅借助于交谈的方式，就可能接近客户。无论客户是消费者群组，还是焦点群体，或是第三方的研究团体，大公司都会在适当的地方采用不同的方式和客户保持联系。无论采用什么方法，组织机构的目的都是为了了解客户，以便能够更好地提供效劳，不会无视客户的需求。,接近客户的想法看起来似乎很简单。事实上,客户的需求很容易就会被忘记。尽管企业已经运用营销观念，但是有时候，企业的管理过于侧重于产品,他们自己的需求就会开始占据主导地位。这样一来，经营者们很容易就会抛开营销观念和理念。例如,多年前到处都设立地铁之前一个大学生在校园附近开了一家小型的三明治分店。这个分店很快就获得了成功。通过使用营销观念，这位年轻的企业家看到了学生群体中一个不能得到满足的需求，从而翻开了一项满足需要的业务。不幸的是,到这里故事并没有结束。,分店非常成功，大约三年后，分店原来所处的位置已经不能满足于它的规模需要。于是，这家店搬迁到了一个更大的地方，有更多的停车位,并在大学附近。在新的分店里，招待学生的是身穿燕尾服的侍者，桌子铺着精美的桌布。除了传统的效劳工程之外，该店还提供全餐和酒吧效劳。几个月后，这家分店就关门了。小店的主人沉醉于远景业务的开展,却忘记了客户的需求是什么。客户并不想有一个高档餐厅在附近有其它的餐厅能满足这种需求。他们只是想要一个能迅速提供三明治效劳的小店。无视了客户的需求,分店的店主也就失去了他成功的业务。,New Words,词汇教学重点：,1.adopt dpt,例句1：If you think our suggestions work for you,then adopt them.如果,您认为我们的建议适合您，那么就采用它们。,例句2：He refused to adopt the plan on the grounds of its high cost.他拒,绝采纳这个方案，原因是本钱太高。,2.corporation,k:prein,例句1：You run the whole country like a corporation,and I think thats,one of their advantages at the moment.你像经营公司一样经营一,个国家，而我认为这在现阶段是他们的一个优势。,例句2：How much power should we give one corporation?我们到底应该,给一个公司多少权力呢？,3.dominance dminns,例句1：Why do the themes of dominance and submission keep,recurring?为什么“支配和“屈服的主题一直在循环？,例句2：Does this mean that the United States and the West have lost,their dominance in the world?这是否就意味着美国和西,方国家已经失去他们的优势了呢？,4.emphasis emfsis,例句1：So emphasis should be put on these road users.因此，重点,应该放在这些道路使用者上。,例句2：The emphasis of current economic work is on getting the,market in gear.当前经济工作的重点是启动市场。,5.incorporate ink,:p,reit,例句,1,：,Theres more than one way to learn,so be sure to incorporate,different methods in your training.,有不止一种的学习方法，,所以，一定要在你的训练课程中吸收不同的方法。,例句,2,：,The pavilion will incorporate 1500 bicycles for use by visitors,during the Expo.,展馆将纳入,1500,辆自行车，供参观者展会,期间使用。,6.,involve inv,lv,例句,1,：,Dont involve yourself in unnecessary dispute.,不要把自己卷,入无谓的争论中。,例句,2,：,Dont involve yourself with those people.,不要和那些人混在,一起。,7.manufacture mnjfkt,例句1：Apple does not directly manufacture anything itself and,almost never discloses the names of its suppliers.苹果本,身并不直接从事任何制造，而且几乎从来不透露供给,商的名称。,例句2：The factory is now trying to manufacture a new model.这家,工厂现正试制一种新产品。,8.outgrow a,tgr,例句,1,：,We outgrow some things and find other stuff unwanted or,unnecessary.,我们长大了，有些东西不想要了，有些不需,要了,。,例句,2,：,As a culture we never outgrow the joys of puppies.There is,no break in our obsession.,在我们的文化里，无论你年方几,许，都能享受狗狗带来的乐趣，这种痴迷从未停止过,。,9.panel pnl,例句1：A panel of experts gave its opinion on ways to solve the,traffic problem.专家小组就如何解决交通问题发表了意见。,例句2：The date for the panel discussion is fixed now.座谈会的日期现,已确定。,10.strive straiv,例句1：You must understand that and strive for balance in your life.你必,须懂得这一点并在生活中努力保持平衡。,例句2：Again I would like to welcome you and from today on,lets,strive for development.再次欢送你们的加盟，从今天开始让,我们一同为开展而奋斗。,11.submarine sbmrin,例句1：There was a submarine sandwich stand at the entrance to,the station.车站入口处有一个卖长卷三明治的小摊。,例句2：Id like a submarine sandwich and an order of French fries.,我要一个长卷三明治和一份炸薯条。,12.third-party:dpa:ti,例句1：All users from that third-party provider are added to that,group.所有来自第三方提供者的用户都会被添加到那个,小组。,例句2：If he runs,he will be as a moderate third-party candidate.如,果他参加竞选，他将作为一个中立的第三方候选人。,13.tuxedo tksi:d,例句1：My father rounded the corner,wearing a tuxedo with tails,and a bow tie and carrying a large white box.父亲转过街角，,穿着带后襟的燕尾服，蝴蝶结领结，拿着一个大大的白色,纸盒。,例句2：The groom wore a handsome black tuxedo to the wedding.婚,礼上的新郎穿着潇洒的黑色无尾礼服。,14.upscale pskeil,例句1：Those are the people who buy from an upscale car brand like,Volvo.购置沃尔沃这种品牌高档车的就是这些人。,例句2：Vodka has acquired an upscale image in the US.伏特加在,美国已树立起高档商品的形象。,Phrases,1.in place,例句1：Now that we have these plans in place,we need to dig,into our finances a bit.现在我们有了这些适当的方案，,需要更深入一些我们的财务问题。,例句2：You need to realize that these systems are in place for you,to use,not to use you.你必须认识到这些系统是为你所用,的，而不是让你为它们所摆布。,2.keep in touch with,例句,1:Do you still keep in touch with your parents regularly,after you leave them?,你离开父母以后还仍然与他们,继续保持经常的联系吗？,例句,2:Keep in touch with your coworkers so you dont feel,isolated working from home.,和你的同事们保持联系，,这样你就不会因为在家里工作而感到孤立了。,3.keep close to,例句1：Culture and arts should keep close to the people,their,lives and reality.文艺应当贴近群众，贴近生活，贴,近实际。,例句2：Our guide to action:keep close to the customer,in-,depth understanding of their needs and suggestions to,further improve our work.我们的行动指南：不断的,接近客户，深入了解他们的需求及建议，以便更进,一步的改进我们的工作