术英语(管理)含课后答案U课件

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1、术英语(管理)含课后答案U学术英语学术英语 管理管理Marketing术英语(管理)含课后答案U2Marketing 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 the

2、ory and in practice. 术英语(管理)含课后答案UUnit 2 Marketing Lead-in Text A Text B Text C Researching Listening Speaking WritingUnit Contents术英语(管理)含课后答案UUnit 2 Marketing Lead-inActivity术英语(管理)含课后答案UUnit 2 MarketingLead-inActivity1 The top rung on the marketing career ladder is _.2 You can prepare yourself to

3、 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 linefocusing on customersbeing service oriented Now listen again and check your answers. C

4、EO术英语(管理)含课后答案U Text A Critical thinking and reading Overview Beyond text Discussion Language building-up Specialized vocabulary Signpost language Formal EnglishThe Business of MarketingUnit 2 Marketing术英语(管理)含课后答案UUnit 2 MarketingText AOverview DefinitionFind out the definitions of marketing from t

5、he first five paragraphs.Critical reading and thinkingMarketing 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 Marketin

6、g AssociationMarketing 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术英语(管理)含课后答案UUnit 2 MarketingText AOverview

7、DefinitionFind out the definitions of marketing from the first five paragraphs.Critical reading and thinkingMarketing is the management process for identifying, anticipating and satisfying consumer requirements profitably. the U.K.s Chartered Institute of MarketingIn summary, marketing is: a) discov

8、ering and giving consumers what they want and need, and b) doing this at a profit.Translate these definitions of Marketing.术英语(管理)含课后答案UUnit 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 Marketi

9、ng. 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。术英语(管理)含课后答案UUnit 2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in Marketing Professor Jerome McCarthy of Michigan State Univers

10、ity 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) 术英语(管理)含课后答案UUnit

11、2 MarketingText AOverview 5 Ps of marketingCritical reading and thinkingThe 4 Ps Theory in MarketingProductProduct is anything that can be offered for _ to another individual. It covers everything that goes into the development of the _.sale or usetangible or intangible object术英语(管理)含课后答案UUnit 2 Mar

12、ketingText 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 _. Place can set quality and price expectations.you distribute your product术英语(管理)含课后答案UUnit 2 MarketingText AOverview 5 Ps of ma

13、rketingCritical 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 more, such as communicating about the product, _, _ ,and even conveying how a consumer should consume the produ

14、ct.术英语(管理)含课后答案UUnit 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.advertisingpublic relationsText A adds a 5th Psales promotionevent

15、marketing术英语(管理)含课后答案UUnit 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

16、Rs (retention, related sales, referrals)More Ps in marketing术英语(管理)含课后答案UUnit 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 Promotion CommunicationWith the birth of the Customer age in the 1990

17、s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps.Company-focused Customer-focused术英语(管理)含课后答案UUnit 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

18、 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?术英语(管理)含课后答案UUnit 2 MarketingSpecialized vocabularyText A Language building-upTranslate the following expressions from Engl

19、ish 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 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

20、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术英语(管理)含课后答案UUnit 2 MarketingSpecialized 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

21、packaging of the productthe design and manufacturing of the productan established brandconsume a productexclusive distributionevent marketingcut the cost of manufacturing术英语(管理)含课后答案UUnit 2 MarketingSpecialized vocabularyText A Language building-upComplete the following sentences with the correct fo

22、rm 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 a promotion mix, d

23、epending 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 customer relationships术

24、英语(管理)含课后答案UUnit 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 Marketers

25、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 themed act

26、ivity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product is called _.event marketing术英语(管理)含课后答案UUnit 2 MarketingText A Language building-upSignpost language listingA listing pattern is one of the common writing patterns. It presents a li

27、st 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,

28、as well as, in addition, in addition to first, second, third firstly, secondly, finally, lastly The first reason the second 术英语(管理)含课后答案UUnit 2 MarketingText A Language building-upSignpost language listingIn Text A, the author puts forward several definitions of marketing and a list of elements of m

29、arketing. 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 requi

30、rements 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 a profit. (Para. 5)and b)three definitions 3 the 4 Ps of marketing: _. (Para. 6)product, pla

31、ce, price and promotion术英语(管理)含课后答案UUnit 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 sen

32、tences 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 conveys how you should consume the product. (Para. 14)waysfinall

33、y6 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 asas well as7 There are thousands of _ to increase profitability. You can sell more, charge more, widen distribution, shrink

34、distribution, cut the material cost of goods (Para. 20)术英语(管理)含课后答案UUnit 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,

35、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 / handle3 I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. (Para. 8)addicted4

36、 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)divides术英语(管理)含课后答案UUnit 2 Marketing Text B The Five Ps in Action Critical

37、 thinking and reading Language building-up Specialized vocabulary Collocations术英语(管理)含课后答案UUnit 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 companyfailureP

38、eople dont want to buy pet food 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 visualiz

39、e their new car, get price quotations, and buy it online.术英语(管理)含课后答案UUnit 2 MarketingText 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

40、 unsuccessful brands (focus in portfolio management)术英语(管理)含课后答案UUnit 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.Resu

41、lt: Loyal customers.术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingPriceQuestion 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.术英语(管理)含课后答案UUnit 2 Mar

42、ketingText B Critical reading and thinkingPriceCan you do a Question-Answer-Result analysis of the last but one paragraph of the Price section?术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingPriceQuestion: How does Wal-Mart make suppliers lower prices?Answer: Point-of-sales informat

43、ion (scanners, UPC codes, RFID.).Result: Wal-Mart tells suppliers the prices its willing to pay.Further result: Suppliers figure out how to manufacture to the price.术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingPlaceTampax: tampon, feminine care product Invented by Dr.Earle Clevel

44、and 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 mar

45、ket in 1989, but Chinese females are more conservative; and it is hard to advertise and educate the market.Culture note术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingPlaceHow did P&G Spain tackle the cultural taboo? Normalization: making people see it everywhere takes away the myst

46、ery and fear.术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingPromotion 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 bran

47、d, the more difficult to reposition a brand.术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingComplete the following table.5 PsSuccessful examplesReasonsPeopleBProductSuperior productsPriceWal-MartPlaceMake consumers see the products everywherePromotionBMWUnderstand peoples needs and

48、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.术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingRead the text again and answer the following question.1 Wh

49、y 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 Mercedes?术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingSpecia

50、lized vocabulary e-commerce site robust growth the 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术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary virtual test drive in-depth ads global powerhouse beauty care h

51、ealth care home care headquarters 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术英语(管理)含课后答案UUnit 2 MarketingText B Critical reading and thinkingSpecialized vocabulary product development global expansion range of product dominate a category iconic brands discount store product testin

52、g 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）产品开发选址术英语(管理)含课后答案UUnit 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；商品条形码编号术英语(管理)含课后答案

53、UUnit 2 Marketing Text C Google: The New Marketing ModelNote taking术英语(管理)含课后答案UUnit 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 want.b.Keep it simple.2 Googles

54、 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 users术英语(管理)含课后答案UUnit 2 Marketing Researching advert

55、ise术英语(管理)含课后答案UUnit 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 compani

56、es 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

57、with other successful advertisements, and think about the reasons.6 Conclude what can be learned from it.术英语(管理)含课后答案UUnit 2 MarketingResearchingAdvertisePresentationNow make a presentation to the class.术英语(管理)含课后答案UUnit 2 Marketing Listening Finding major points Culture note Listening tasks术英语(管理)含

58、课后答案UUnit 2 MarketingListeningFinding 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

59、 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 movemen

60、t when they are emphasizing a point.术英语(管理)含课后答案UUnit 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 fir

61、m 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.术英语(管理)含课后答案UUnit 2 MarketingListening tasksListeningListen to

62、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 marketing.2 The speaker uses Newtons law to illustrate that physics and market

63、ing share something in common.3 The reason why companies like Unilever and P&G keep brands separate is that the smaller a brand, the more difficult it is to reposition it. 4 In physics, you can accurately and exactly measure a particle, because observation changes it.5 In marketing, try to measure w

64、hat consumers actually do, and what they say theyll do or anticipate theyll do.FTFFF术英语(管理)含课后答案UUnit 2 MarketingListening tasksListeningListen to the lecture again and then complete the following notes.1 The main idea of this lecture is that _.physics can teach us something about marketing2 When co

65、mparing physics and marketing, the speaker uses two introductory or transitional sentences to precede the important idea about marketing.They are:a _b _Its the same with brands.Its the same in the marketing.术英语(管理)含课后答案UUnit 2 Marketing Speaking Useful expressions Task术英语(管理)含课后答案UUnit 2 MarketingHo

66、w to interrupt politelyUseful ExpressionsSpeakingIn a discussion or seminar, it is rude to interrupt at the wrong moment, and it is good manners to wait for your turn. However, there are times when interrupting may be acceptable, for example, when you do not hear or understand something the speaker has said or you want to add a quick comment. Then how can you get your turn at speaking and also give others a chance to speak?Here are some expressions you can use to interrupt politely and take your