1、Unit 4Marketing Fundamentals,Jane,4-1,Unit Introduction,Many people believe that marketing is just about advertising or sales. However, marketing is everything a company does to acquire customers and maintain relationship with them. The ultimate goal of marketing is to match a companys products and

2、services with the people who need them, thereby ensure profitability. This unit will present a general complete picture of marketing fundamental. And various aspects of the marketing mix and advertising in marketing will be covered.,4-1,Unit Introduction,In order to help you understand and master th

3、e marketing fundamentals, there are 14 tasks and three texts designed for you. After studying this unit, you will be able to be equipped with the general knowledge of marketing and advertising.,Most of the following words are used in the context of marketing fundamentals. When you read, firstly, try

4、 to figure out their meanings. 首先，試著猜出他們的意思。 Secondly, pay close attention to words you dont know and look them up in a dictionary. 其次，注意不認(rèn)識(shí)的單詞，并在字典中查找出其釋義。 Thirdly, review these new words and do Task 1. 第三，復(fù)習(xí)這些單詞并完成Task 1.,4-1,Professional Words 全面的; 綜合的 e.g. Overall industrial production was up co

5、mpared with last year. 與去年相比, 整個(gè)工業(yè)產(chǎn)值上升了很多。 adv. 1.大體上, 總的來說 2.一切包括在內(nèi), 全部的 e.g. Overall, prices are still rising. 總的說來, 價(jià)格仍在上漲。 e.g. How much will it cost overall? 一共多少錢? n.長罩衣；工裝褲; 工作褲 e.g. The shop assistant was wearing a white overall. 那店員穿著白色長罩衣。,4-3,Text B,2. Purpose 3 The objective of marketing

6、 is to select, serve and satisfy customers in a profitable manner. Advertising is the difficult business of bringing information to great numbers of people. The purpose of an advertisement is to make people respond to make them react to an idea, or to make them want to buy a certain product or servi

7、ce.2,翻譯,2. 目的 市場營銷的目的是以適合的方式去選擇、服務(wù)和滿足客戶。做廣告就是把信息傳遞給許許多多的人，這是不容易做到的事情。廣告的目的是讓人們做出反應(yīng)，讓他們對(duì)一種想法做出反應(yīng)，或者促使他們產(chǎn)生購買某種產(chǎn)品或服務(wù)的欲望。,4-3,Text B,The purpose of an advertisement is to make people respondto make them react to an idea, or to make them want to buy a certain product or service.2,翻譯,廣告的目的是讓人們做出反應(yīng)，讓他們對(duì)一種想

8、法做出反應(yīng)，或者促使他們產(chǎn)生購買某種產(chǎn)品或服務(wù)的欲望。,（破折號(hào)） 進(jìn)一步解釋說明,表并列,make sb. /sth do sth,使（讓）某人/某物做某事 e.g. Her jokes made us all laugh. 她的笑話把我們大家都逗笑了。 e.g. I couldnt make my car start this morning. 今天早上我的車子發(fā)動(dòng)不起來。,4-3,Text B,3. Difference 4 The best way to distinguish between advertising and marketing is to think of marke

9、ting as a pie, inside, you have slices of advertising, market research, media planning, public relations, product pricing, distribution, sales strategy, etc.,翻譯,3. 區(qū)別 區(qū)別市場營銷和廣告的最好的方式是把市場營銷看作為一個(gè)整體，市場營銷包括廣告、市場調(diào)查、媒體計(jì)劃、公共關(guān)系、產(chǎn)品定價(jià)、分銷和銷售策略等等。,4-3,Text B,Advertising only equals one piece of the pie in the s

10、trategy. All of these elements must not only work independently but they also must work together towards the bigger goal. While advertising is a single component of the marketing process.,翻譯,廣告僅是營銷策劃中的一部分。所有的這些要素不僅必須獨(dú)立運(yùn)作，而且也必須朝著更大目標(biāo)相互配合。而廣告僅是營銷過程中的一個(gè)要素。,4-3,Text B,5 The role of advertising is to cre

11、ate a positive image of a product or service by influencing the behavior of target customers, when setting up an advertising campaign, you must make a choice on:,翻譯,廣告的作用是通過一種產(chǎn)品或一項(xiàng)服務(wù)創(chuàng)造一個(gè)正面積極的形象來影響消費(fèi)者的行為。要進(jìn)行廣告宣傳活動(dòng)，首先選定以下項(xiàng)目：,4-3,Text B,Forms of advertising: 1.Comparative Advertising 6 It compares one

12、brand directly or indirectly with one or more competing brands. One drawback of comparative advertising is that customers have become more skeptical about claims made by a company about its competitors because accurate information has not always been provided.,翻譯,廣告形式 1.比較廣告 這類廣告直接或間接地將一個(gè)品牌與另一個(gè)或幾個(gè)競爭

13、對(duì)手的品牌進(jìn)行比較。比較廣告有一個(gè)缺點(diǎn)，即消費(fèi)者對(duì)一個(gè)公司關(guān)于其競爭者的描述會(huì)越來越持懷疑的態(tài)度。,drawback,n.缺點(diǎn), 不利條件; 障礙 e.g. Everything has its drawback. 凡事皆有不足之處。 drawback to (doing) something （做）某事的缺點(diǎn)是 e.g. The main drawback to these products is that they tend to be too salty. 這些產(chǎn)品的主要不足是有點(diǎn)太咸了。 The great drawback to living near a main road is

14、noise. 住在主干道附近的最大缺點(diǎn)就是噪音。,skeptical,adj. 懷疑的；懷疑論的，不可知論的 e.g. Her tone is skeptical and detached. 她的聲音是懷疑的，冷漠的。 be skeptical about sth. e.g. We are skeptical about her prospects of success. 我們對(duì)她成功的可能表示懷疑。,4-3,Text B,This makes the effectiveness of comparative advertising questionable. In addition，comp

15、anies that engage in comparative advertising must be careful not to provide the public with incorrect information about a competitors product. Incorrect or misleading information may cause a lawsuit by the competitor.,翻譯,這是因?yàn)槊枋隼锼鶄鬟_(dá)的信息都不是十分準(zhǔn)確的。因此，比較形式廣告的效果要打折扣。另外，采用比較形式廣告的公司必須注意不要向公眾提供有關(guān)競爭對(duì)手產(chǎn)品的錯(cuò)誤信息。否

16、則，競爭對(duì)手會(huì)就你的錯(cuò)誤或產(chǎn)生誤導(dǎo)的信息提起法律訴訟。,engage in,參加; 從事; 忙于 e.g. I have no time to engage in the debate. 我沒時(shí)間參加辯論。 e.g. My family has been engaged in farming for generations. 我家?guī)状紡氖罗r(nóng)業(yè)。 e.g. The old lady engaged herself in making clothes for her children. 這位老太太忙著為孩子們做衣服。,lawsuit,n. 訴訟；起訴 e.g. a lawsuit over a

17、disputed estate 對(duì)有爭議地產(chǎn)的訴訟 e.g. a lawsuit against her former husband 對(duì)她前夫提起的訴訟 e.g. A lawsuit has been filed against the company. 這家公司已被起訴。,4-3,Text B,2.Direct-Mail Advertising 7 Catalogues, flyers, letters and postcards are just a few of the direct-mail advertising choices. Direct-mail advertising h

18、as several advantages， including detail of information, personalization, selectivity and speed.,翻譯,2. 直郵廣告 直郵廣告種類很多, 比如產(chǎn)品目錄單、宣傳單、信函、明信片等。直郵形式廣告有幾個(gè)好處：提供的信息詳細(xì)，目標(biāo)受眾的針對(duì)性強(qiáng)，廣告內(nèi)容經(jīng)過精選，以及時(shí)效性強(qiáng)。,4-3,Text B,Direct-mail advertising has several advantages， including detail of information, personalization, selecti

19、vity and speed.,翻譯,直郵形式廣告有幾個(gè)好處：提供的信息詳細(xì)，目標(biāo)受眾的針對(duì)性強(qiáng)，廣告內(nèi)容經(jīng)過精選，以及時(shí)效性強(qiáng)。,非限制性定語從句,并列成分,4-3,Text B,But it carries an expensive per-head price, is dependent on the appropriateness of the mailing list and is not welcomed by some customers, who consider it “junk mail”.,翻譯,它的缺點(diǎn)是：一人一份費(fèi)用高；它的效果取決于是否選擇了合適的直郵廣告對(duì)象；還有

20、，有些消費(fèi)者討厭直郵廣告，他們把這類廣告看作是垃圾郵件。,4-3,Text B,But it 【carries an expensive per-head price】, 【is dependent on the appropriateness of the mailing list 】and【 is not welcomed by some customers, who consider it “junk mail”】.,翻譯,它的缺點(diǎn)是：一人一份費(fèi)用高；它的效果取決于是否選擇了合適的直郵廣告對(duì)象；還有，有些消費(fèi)者討厭直郵廣告，他們把這類廣告看作是垃圾郵件。,【三個(gè)并列成分】,修飾前面的 s

21、ome customers,表轉(zhuǎn)折：前面是講“優(yōu)點(diǎn)”，but即可理解為以下的是“缺點(diǎn)”,appropriateness,n. 適當(dāng)性 e.g. The excellence of a gift lies in its appropriateness rather than in its value. 禮物的妙處在于其適當(dāng)而不是其價(jià)值。 詞根：appropriate 詞綴 -ness(將形容詞詞根轉(zhuǎn)化為名詞)。 e.g. kind kindness sad sadness happy happiness,appropriate,adj. pruprit 合適的，相稱的(for，to) e.g.

22、Her bright clothes were not appropriate for a funeral. 她那身鮮艷的衣服不適合參加葬禮。 vt. pruprieit 擅用，挪用；撥出(款項(xiàng)等) e.g. The minister was found to have appropriated government money. 部長被查出挪用了公款。 e.g. The government has appropriated a large sum of money for building hospitals. 政府為建造醫(yī)院撥出一大筆款項(xiàng)。,4-3,Text B,3.Institutio

23、nal Advertising 8 It takes a much broader approach， concentrating on the benefits， concept， idea， or philosophy of a particular industry. Companies often use it to promote image-building activities, such as environmentally friendly business practices or new programs that it sponsors.,翻譯,3. 建立永久聲譽(yù)的廣告

24、 建立永久聲譽(yù)的廣告比其他形式的廣告要宏觀得多。這種形式的廣告集中宣傳的是某個(gè)行業(yè)為公眾帶來的好處，以及它的理念、觀念和文化。公司經(jīng)常用這種形式的廣告來開展打造企業(yè)形象的各種活動(dòng)：有的企業(yè)以環(huán)境保護(hù)為主題開展活動(dòng), 有的企業(yè)贊助新的社區(qū)活動(dòng)等。,community-based,community-based 立足于社區(qū)的,4-3,Text B,Institutional advertising is closely related to public relations, since both are interested in promoting a positive image of th

25、e company to the public.,翻譯,建立永久聲譽(yù)的廣告跟公共關(guān)系緊密相連，因?yàn)?，兩者都是向公眾宣傳公司的正面形象?relate,vt. e.g. Do they allow smoking in the cinemas? 他們?cè)试S在電影院里抽煙嗎? 2)給予, 讓得到 e.g. The court allowed a sum of money to each child for clothing. 法院判給每個(gè)孩子一筆服裝費(fèi)。 3)承認(rèn), 認(rèn)為 e.g. The referee refused to allow the goal. 裁判不承認(rèn)這次進(jìn)球。,perceive,

26、vt.感覺, 察覺, 理解, 注意到, 意識(shí)到, e.g. She has perceived the danger. 她已覺察到那危險(xiǎn)了。 e.g. That rule is not easily perceived. 這條規(guī)則不容易理解。 e.g. They perceived that they were unwelcome and left. 他們意識(shí)到他們是不受歡迎的, 于是就離開了。,4-3,Text B,5.Specialty Advertising 10 It is a form of sales promotion designed to increase public re

27、cognition of a companys name. A company can have its name put on a variety of items, such as caps, glassware, gym bags, jackets, key chains and pens. The value of specialty advertising varies depending on how long the items used in the effort last.,翻譯,5. 特色廣告 特色廣告是一種促銷形式，目的是提高公司的知名度。公司可以將名字放在各種各樣的物品

28、上面，如帽子、玻璃器皿、運(yùn)動(dòng)包、夾克、鑰匙鏈、鋼筆等。特色廣告的價(jià)值因廣告使用物品的耐用性的不同而不同。,4-3,Notes,1While advertising is the business of drawing the publics attention to goods and services and performed through a variety of media. 而廣告是通過各種各樣的媒體，將公眾的注意力吸引到產(chǎn)品和服務(wù)上的商業(yè)行為。 2The purpose of an advertisement is to make people respondto make th

29、em react to an idea, such as helping prevent forest fires, or to make them want to buy a certain product or service.,4-3,Notes,廣告的目的是讓人們做出反應(yīng)，讓他們對(duì)一種想法（例如防止森林火災(zāi)）做出反應(yīng)，或者促使他們產(chǎn)生購買某種產(chǎn)品或服務(wù)的欲望。 3One drawback of comparative advertising is that customers have become more skeptical about claims made by a compa

30、ny about its competitors because accurate information has not always been provided. 采用比較形式的廣告有一個(gè)缺點(diǎn),那就是消費(fèi)者對(duì)一個(gè)公司的有關(guān)其競爭者的描述已越來越持懷疑態(tài)度,這是因?yàn)槊枋隼锼鶄鬟_(dá)的信息一向都不是十分準(zhǔn)確。,4-3,Notes,4Catalogues, flyers, letters and postcards are just a few of the direct-mail advertising choices. 直郵形式廣告種類很多, 比如產(chǎn)品目錄單、宣傳單、信函、明信片等。 5Dire

31、ct-mail advertising has several advantages， including detail of information personalization selectivity and speed. 直郵形式廣告有幾個(gè)好處：提供的信息詳細(xì)，目標(biāo)受眾的針對(duì)性強(qiáng)，同時(shí)廣告內(nèi)容經(jīng)過精選，時(shí)效性強(qiáng)。,4-3,Notes,4Catalogues, flyers, letters and postcards are just a few of the direct-mail advertising choices. 直郵形式廣告種類很多, 比如產(chǎn)品目錄單、宣傳單、信函、明信片

32、等。 5Direct-mail advertising has several advantages， including detail of information personalization selectivity and speed. 直郵形式廣告有幾個(gè)好處：提供的信息詳細(xì)，目標(biāo)受眾的針對(duì)性強(qiáng)，同時(shí)廣告內(nèi)容經(jīng)過精選，時(shí)效性強(qiáng)。,4-3,Notes,6Companies often use it to promote image-building activities, such as environmentally friendly business practices or new

33、 community-based programs that it sponsors. 公司為了打造企業(yè)形象，經(jīng)常采用這種形式的廣告來開展各種活動(dòng)：例如有企業(yè)以環(huán)境保護(hù)為主題開展的活動(dòng)和企業(yè)贊助新的社區(qū)活動(dòng)等。,4-3,Task 6,Now read Text B for the second time at a high speed, and decide whether the following statements are True or False. You should take some minutes to discover the organization of this t

34、ext. As soon as you are familiar with the arrangement of information, you can proceed immediately to find the part which contains the following information you desired.,Reading Tips,注意文章結(jié)構(gòu)與信息編排 花點(diǎn)時(shí)間看清楚文章的結(jié)構(gòu)，如果你熟悉了文章中信息編排的規(guī)律，你就能迅速找到你所想需信息所在的大概位置。,4-3,Task 6,Advertising is the business of drawing the

35、publics attention to goods and services and performed through a variety of media. Knowing the difference between marketing and advertising can help you run your business. 3. Marketing is a way of bring information to public for the purpose of selling a product, a service, an idea, or an event.,T,T,F

36、,4-3,Task 6,Advertising is the difficult business of bringing information to great numbers of people. Marketing is a part of advertising. 6. In a marketing plan, most of the money goes to advertising, public relations, and market research.,T,F,T,4-3,Task 6,Without advertisements, people may sometime

37、s fail to understand the importance of some ideas. Billboards and messages painted on the side of buildings are common forms of outdoor advertising. 9. Advertising benefits only consumers.,T,T,F,4-3,Task 6,Advertising is part of marketing. Advertising aims to influence the public in their choices of

38、 goods and services. 12. Marketing can bridge the gap between company and consumer.,F,F,T,4-3,Task 6,The best way to distinguish between advertising and marketing is to think of advertising as a pie, marketing only equals one piece of the pie. Advertising plays an important role in modern business.

39、15. Advertising tries to sell goods to consumers who do not want them.,F,T,F,4-3,Task 7,There are 10 incomplete statements here. You need to complete them with the right forms of the given words or phrases in the following box. While you are doing the exercises, please try to figure out the structur

40、es of the sentences and pay close attention to the meanings of the words and phrases.,recognize charge vice versa feature drawback perception appropriateness respond skeptical a variety of,4-3,Task 7,Through advertisements the company has achieved _ and respect. A change in the style of the companys

41、 advertisements can be _. We should take into account the proposals of our parents and _. 4. As long as youve paid in advance, we wont _ you for delivery.,recognition,perceived,vice versa,charge,4-3,Task 7,The audience is highly _ of what is being claimed by the company in its advertisements. The de

42、partment store sells _ goods. 7. Interestingly the commercial film _ a painting by Picasso.,skeptical,a variety of,has featured,4-3,Task 7,Everybody feels that the timing of the advertisement is particularly _. The great _to living near a main road is noise. 10. The patient has _rapidly to the treat

43、ment.,appropriate,drawback,responded,4-3,Task 8,Speed-reading is an advanced reading approach. You need to grasp the basic reading skills including vocabulary and comprehension skills. The purpose of speed-reading is to help you to speed up when you read, so that you will improve your overall readin

44、g rate for study-reading and accelerated reading. Text B is meant to be read through quickly. Try to choose the best answer for each of the following statements according to the text within 15 minutes. When you read, pay attention to the speed-reading.,Speed-reading 快速閱讀,Requirement（要求）： You need to

45、 grasp the basic reading skills including vocabulary and comprehension skills.（掌握基本的閱讀技巧，詞匯量、理解能力方面的技能等。） Purpose（目的）: to help you to speed up when you read, so that you will improve your overall reading rate for study-reading and accelerated reading.（幫助你加快閱讀速度，在學(xué)習(xí)閱讀與加速閱讀等方面全面提高閱讀速度。）,4-3,Task 8,In

46、comparative advertising a company is advised to_. A. play up its own advantages B. play down the advantages of its competitors C. highlight its own advantages by comparing them with its competitors D. make the public cast doubt on the advantages of its competitors,C,4-3,Task 8,The word “selectivity”

47、 in the part of Direct Mail Advertising means _. A. a selection of direct mails B. special direct mails for special demographics C. direct mails to be selected D. direct mails to be sent to a group of selected people,B,4-3,Task 8,Institutional advertising is used when an entity in general intends to

48、 promote _. A. its benefits to the public B. its beliefs C. its positive image D. its practices,C,4-3,Task 8,The phrase “selective demand” in the part of Persuasive Advertising means_. A. demand selected for its customers B. selected demand from customers C. demand from selected customers D. selecte

49、d demand from selected customer,A,4-3,Task 8,The word “effort” in the part of Specialty Advertising should mean _. A. physical energy B. painful things C. an attempt involving a lot of hard work D. a specialty advertising campaign,D,4-3,Task 8,The purpose of advertising is to draw the publics attent

50、ion, so simple structure is required. If the complex sentence is often used in it, it will make people feel tired and they will lose their interests in it; the interrogative sentences are very popular in advertising because it asks people some questions and invites them to answer.,4-3,Task 8,In this

51、 way it can arouse peoples interests; the elliptical sentences are often used due to the limit of time, space and cost. Although these sentences are short, it can give people a lot of information. This is a practical reading material about an advertisement. Read the text carefully, and try to make a

52、 full understanding of the advertisement.,4-3,Task 7,How do you buy things you want? Do you just walk into a shop, pick something out, pay for it and take it away? Or do you go to several shops and then compare prices carefully? A tiring business indeed! Or do you use a shopping advertisement? Suppo

53、se, for instance, you want to buy a shirt. What do you do? Obviously, you cant walk into several shops because its time-consuming. Perhaps the best way is to read advertisement. Here is a shirt advertisement. Study it carefully and see if you can understand it .,4-3,Task 8,BUY A SHIRT & GET MATCHING

54、 PANTS FREE AT JCPenney1 Buy any genuine Crable?2 Sweatshirt at regular price and Receive a pair of Crable pants at no cost. Thats a $28 value! Perfect for a day at the club or just relaxing around the house. Choose from a selection of styles and colors. Shown: Reg.3 $45. Golf sweatshirt. Mens sizes

55、 M-XL. Reg.$28. Matching pants. Mens sizes M-XL. Bonus pants4 available as supplies last. Styles and colors may vary by store.,4-3,Notes,1JCPenney:美國最大的百貨零售商之一， 在全國有眾多的連鎖店，零售鞋類和服裝等。作為一家辦事處和供應(yīng)商遍及全球各地的北美公司，JCPenney需要產(chǎn)品生命周期管理（PLM）解決方案滿足其全球各個(gè)部門獲得產(chǎn)品規(guī)格信息的巨大需求。JCPenney之所以選擇PTC FlexPLM，是因?yàn)镕lexPLM的可擴(kuò)展性具備管理該零

56、售業(yè)巨頭的全球產(chǎn)品數(shù)據(jù)的能力。 2Crable: 注冊(cè)商標(biāo) 3 Reg.:是Registered的縮略形式 4 Bonus pants: 優(yōu)惠贈(zèng)送的褲子,4-3,Task 9,You have learned how to use scanning in Unit 2. Now scan Practical Reading and try to find exact answers to the following specific questions. What does a tiring business refer to? 2. Why dont you usually walk int

57、o several shops to compare prices?,A tiring business refers to going to several shops and comparing prices in order to buy something.,Because its time-consuming.,4-3,Task 9,According to the ad, what will you get if you buy a shirt at JCPenney? What does “bonus pants” mean? What is the regular price

58、of a sweatshirt?,Ill get a pair of bonus matching pants,$45.,“Bonus pants” mean extra free pants,4-3,Task 9,What will you get as a bonus if you buy a shirt? What is the size range of mens sweatshirts? 8. What is the size range of the matching pants?,Pair of bonus pants worth 28 dollars.,M-XL,M-XL,4-3,Task 9,When are the extra free pants available? 10. Are the styles and colors the same at all JCPenney chain stores?,The are available as supplies last.,No. They can be different from store to store