1、2Marketing 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 Te

2、xt A Text B Text C Researching Listening Speaking WritingUnit ContentsUnit 2 Marketing Lead-inActivityUnit 2 MarketingLead-inActivity1 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 becam

3、e it _. Listen to a short talk and complete the following sentences.chief marketing officer (CMO)learning about the bottom linefocusing on customersbeing service oriented Now listen again and check your answers. CEO Text A Critical thinking and reading Overview Beyond text Discussion Language buildi

4、ng-up Specialized vocabulary Signpost language Formal EnglishThe Business of MarketingUnit 2 MarketingUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thinkingMarketing is an organizational function and a set of proces

5、ses 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 AssociationMarketing refers to the core business philosophy that directs the processes of identifying and fulfi

6、lling the needs of individuals and organizations through exchanges which create superior value for all parties. the World Marketing AssociationUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thinkingMarketing is the m

7、anagement process for identifying, anticipating and satisfying consumer requirements profitably. the U.K.s Chartered Institute of MarketingIn 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.Uni

8、t 2 MarketingText AOverview DefinitionCritical reading and thinking 市場(chǎng)營(yíng)銷(xiāo)是一種組織職能，也是一套流程，用于為客戶(hù)創(chuàng)造、傳播和交付價(jià)值及管理客戶(hù)關(guān)系，并惠及組織及其利益相關(guān)者。Translate these definitions of Marketing. 市場(chǎng)營(yíng)銷(xiāo)是一種核心經(jīng)營(yíng)理念，它指引識(shí)別并滿(mǎn)足個(gè)人和組織需求的流程，通過(guò)交換為所有參與方創(chuàng)造卓越價(jià)值。 市場(chǎng)營(yíng)銷(xiāo)是識(shí)別、預(yù)估和滿(mǎn)足消費(fèi)者需求，并為企業(yè)帶來(lái)利潤(rùn)的管理流程。 總之，市場(chǎng)營(yíng)銷(xiāo)是：a) 發(fā)現(xiàn)并滿(mǎn)足消費(fèi)者的愿望和需求； b) 并在這個(gè)過(guò)程中盈利。Unit 2 Ma

9、rketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 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 fur

10、ther established 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 thinkingThe 4 Ps Theory in MarketingProductProduct is anything that can be offered for _ to another i

11、ndividual. It covers everything that goes into the development of the _.sale or usetangible or intangible objectUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingPlace Place refers to where and how you sell your product and where and how _. Plac

12、e can set quality and price expectations.you distribute your productUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingPricesetting quality expectationssegmenting the consumersPrice not only pays for your cost of goods and profit, it does much mo

13、re, such as communicating about the product, _, _ ,and even 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 person

14、al one-on-one selling you do.advertisingpublic relationsText A adds a 5th Psales promotionevent marketingUnit 2 MarketingText ABeyond text More PsCritical reading and thinkingThe last two paragraphs mention profit“10 Ps (4 Ps + probing, partitioning, prioritizing, positioning, political power, publi

15、c relations)7 Ps (4 Ps + participant, physical evidence, process management)4 Ps+3 Rs (retention, related sales, referrals)More Ps in marketingUnit 2 MarketingText ABeyond text 4 Cs vs. 4 PsCritical reading and thinking4 Ps in marketing 4 Cs in marketing Product Customer Price Cost Place Convenience

16、 Promotion CommunicationWith the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.Company-focused Customer-focusedUnit 2 MarketingDiscussionText ACritical reading and thinkingWork in groups of 4-5 and have a discussion about the following questions. There

17、 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 MarketingSpecialized vocabularyText A Language building-upT

18、ranslate the following expressions from English into Chinese or vice versa.1 the act of sales2 manage customer relationships3 business philosophy4 satisfy consumer requirements5 manipulate the tools of marketing6 entice consumers to buy products7 effective marketing8 ideal target market9 promote pro

19、ducts銷(xiāo)售行為銷(xiāo)售行為客戶(hù)關(guān)系管理客戶(hù)關(guān)系管理經(jīng)營(yíng)理念經(jīng)營(yíng)理念滿(mǎn)足消費(fèi)者需求滿(mǎn)足消費(fèi)者需求操縱營(yíng)銷(xiāo)工具操縱營(yíng)銷(xiāo)工具誘導(dǎo)消費(fèi)者購(gòu)買(mǎi)產(chǎn)品誘導(dǎo)消費(fèi)者購(gòu)買(mǎi)產(chǎn)品有效營(yíng)銷(xiāo)有效營(yíng)銷(xiāo)理想的目標(biāo)市場(chǎng)理想的目標(biāo)市場(chǎng)促銷(xiāo)產(chǎn)品促銷(xiāo)產(chǎn)品Unit 2 MarketingSpecialized vocabularyText A Language building-upTranslate the following expressions from English into Chinese or vice versa.10 利益最大化11 產(chǎn)品包裝12 產(chǎn)品設(shè)計(jì)與生產(chǎn)13 知名品牌14 消費(fèi)產(chǎn)品15 獨(dú)家經(jīng)銷(xiāo)16 事件營(yíng)

20、銷(xiāo)17 減少生產(chǎn)成本maximize interestthe packaging of the productthe design and manufacturing of the productan established brandconsume a productexclusive distributionevent marketingcut the cost of manufacturingUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences w

21、ith the correct form of the red-colored terms.target market established brand event marketingexclusive distribution manage customer relationshipssales 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

22、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 promotion3 There is no doubt that in todays business environment, it is becoming increasingly difficult to _ profitably.manage custo

23、mer relationshipsUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with the correct form of the red-colored terms.established brandestablished brand event marketingexclusive distribution manage customer relationshipssales promotion target market4 Marke

24、ters 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 distribution6 The activity of designing or developing a theme

25、d activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product is called _.event marketingUnit 2 MarketingText A Language building-upSignpost language listingA listing pattern is one of the common writing patterns. It presents a list of it

26、ems 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

27、as, in addition, in addition to first, second, third firstly, secondly, finally, lastly The first reason the second Unit 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 attenti

28、on 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”.

29、(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 a profit. (Para. 5)and b)three definitions 3 the 4 Ps of marketing: _. (Para. 6)product, place, price and promoti

30、onUnit 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 signifies the order of the list and then complete the following sentences with the exact words from t

31、he 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 conveys how you should consume the product. (Para. 14)waysfinally6 This includes any form of marke

32、ting communication _advertising, public relations, sales promotion, event marketing,_ any personal one-on-one selling you do. (Para. 18)such asas well as7 There are thousands of _ to increase profitability. You can sell more, charge more, widen distribution, shrink distribution, cut the material cos

33、t 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 commonalities of these three definitions, we can see that, in essence, marketing is (Para

34、. 5)common things 2 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. (Para. 8)addicted4 However, if I were a confirmed smoker, I might

35、 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 Marketing Text B The Five Ps in Action Critical thinking and reading Language building-up Specialized vocab

36、ulary CollocationsUnit 2 MarketingPeopleText B Critical reading and thinkingUnderstand peoples needs and desiresName of companySuccess or failure? Why?PPampers website in DenmarkBthe website of your favorite car companyfailurePeople dont want to buy pet food online, wait for a week until delivery, a

37、nd 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 quotations, and buy it online.Unit 2 Marketing

38、Text B Critical reading and thinkingProduct Two cases of success: P&G, Unilever Three ways to achieve product superiority through marketing:product developmentfirst to sell in a category, dominate that marketremove unsuccessful brands (focus in portfolio management)Unit 2 MarketingText B Critica

39、l 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 thinkingPriceQuestion 2: How co

40、uld 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 last but one paragraph

41、 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 figure out h

42、ow 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. Controversial : “

43、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 Criti

44、cal 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 thinkingPromotion It costs a lot of advertsing to sell a car ($2,500). US car companies promote mul

45、tiple 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 MarketingText B Critical reading and thinkingComplete the following table.5 PsSuccessful examplesReasonsPeopleBProduct

46、Superior productsPriceWal-MartPlaceMake 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.U

47、nit 2 MarketingText B Critical reading 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 Europe

48、an companies such as BMW and Mercedes?Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary e-commerce site robust growth the bubble burst launch go out of business shipping brand manager強(qiáng)勁的增長(zhǎng)網(wǎng)絡(luò)經(jīng)濟(jì)泡沫破裂開(kāi)業(yè)；推出（新產(chǎn)品）歇業(yè)發(fā)貨品牌經(jīng)理電子商務(wù)網(wǎng)站Unit 2 MarketingText B Critical reading and thinkingSpe

49、cialized vocabulary virtual test drive in-depth ads global powerhouse beauty care health care home care headquarters superior products 深度廣告具有全球影響力的企業(yè)美容護(hù)膚品醫(yī)療保健品家用護(hù)理品（企業(yè)）總部虛擬試駕卓越產(chǎn)品Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary product development global expansion range of p

50、roduct dominate a category iconic brands discount store product testing location 全球擴(kuò)張系列產(chǎn)品在某一品類(lèi)中占據(jù)主導(dǎo)地位偶像級(jí)品牌折扣店產(chǎn)品測(cè)試（試銷(xiāo)、試用等）產(chǎn)品開(kāi)發(fā)選址Unit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary UPC code offshore manufacturing outdoor billboard store window display logo overly-branded sub-bra

51、nds 離岸制造戶(hù)外廣告牌櫥窗展示標(biāo)識(shí)，徽標(biāo)品牌建設(shè)過(guò)度的子品牌通用產(chǎn)品碼；商品條形碼編號(hào)Unit 2 Marketing Text C Google: The New Marketing ModelNote 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.Give the people what they

52、want.b.Keep it simple.2 Googles marketing model:a. People:people who want clean, simple searchesb. Product:superior, but only experientially measurablec. Price:free to usersd. Place:on the Internet anywhere in the world you can log one. Promotion: 100% word of mouth from happy usersUnit 2 Marketing

53、Researching advertiseUnit 2 MarketingResearchingAdvertiseWork 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 co

54、mpanies 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 comparin

55、g it with other successful advertisements, and think about the reasons.6 Conclude what can be learned from it.Unit 2 MarketingResearchingAdvertisePresentationNow make a presentation to the class.Unit 2 Marketing Listening Finding major points Culture note Listening tasksUnit 2 MarketingListeningFind

56、ing major pointsTo 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;

57、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 poin

58、t.Unit 2 MarketingCulture noteListeningArthur AndersenFounded 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 afte

59、r 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 MarketingListening tasksListeningListen to a part of the lecture “What Physics Taught Me About Marketin

60、g” 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 marketing.2 The speaker uses Newtons law to illustrate that physics and marketing share something in common.3 The reason why companies like Unilever and