unit1營(yíng)銷英語省公開課金獎(jiǎng)全國(guó)賽課一等獎(jiǎng)微課獲獎(jiǎng)?wù)n件

了解營(yíng)銷UNDERSTANDINGMARKETINGUNIT11/31ContentsSectionISpecialTerms1SectionIITextStudy2SectionIIISituationalDialogues3SectionIVTasks42/31MarketingMarketingistheprocessofplanningandexecutingthepricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.——AMA市場(chǎng)營(yíng)銷美國(guó)市場(chǎng)營(yíng)銷協(xié)會(huì)（AMA）曾提出：“市場(chǎng)營(yíng)銷是關(guān)于構(gòu)思、商品和服務(wù)定價(jià)、促銷和分銷規(guī)劃與實(shí)施過程，目標(biāo)是創(chuàng)造滿足個(gè)人和組織目標(biāo)交換”。SectionISpecialTerms3/31MarketingMarketingisthesocialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers. ——PhilipKotler市場(chǎng)營(yíng)銷著名營(yíng)銷大師菲利普·科特勒則認(rèn)為：市場(chǎng)營(yíng)銷是個(gè)人和群體經(jīng)過創(chuàng)造并同他人交換產(chǎn)品和價(jià)值以滿足需求和欲望一個(gè)社會(huì)過程。SectionISpecialTerms4/311.Whatismarketing?SectionIITextStudy2.Aremarketingandsalethesamethings?Pre-readingquestions3.Whydowelearnmarketing?5/31Whatismarketing?Almosteverymarketingtextbookhasadifferentdefinitionoftheterm“marketing”.ThedefinitionofmarketingbyAMAdescribesthenatureoftheprocess,fromwhichwecanseethat:1.Marketershelpdesignproducts,findingoutwhatcustomerswantandwhatcanpracticallybemadewiththeavailabletechnologyandgivencost.2.Marketersdistributeproducts—theremustbesomeefficientwaytogettheproductsfromthefactorytotheconsumer.3.Marketersalsopromoteproducts,andthisisperhapswhatwetendtothinkoffirstwhenwethinkofmarketing.Promotioninvolvesadvertising—andmuchmore.IntroductiontoMarketingSectionIITextStudyTextA6/314.Themarketerneedstopricetheproducttocommunicateadesiredimageoftheproduct.5.Marketingisapplicabletoservicesandideasaswellastoproducts.Forexample,accountantsmayneedtomarkettheirtaxpreparationservicestoconsumers.6.Marketingfocusesonthesatisfactionofcustomerneeds,wantsandrequirements.Marketingplaysamajorroleinourdailylives.Eachdayisfilledwithconsumingproductsmadeavailablebymarketers.Wepayformarketingeachtimewebuyaproduct.Marketingisresponsiblefordeveloping,guidingandsatisfyingthedemandsofcustomers,whichinturnimprovesourstandardofliving.SectionIITextStudy7/31NewWordsandExpressionsplayamajorrolein…在……中發(fā)揮主要作用promotevt.推廣，促進(jìn)advertisingdefinitionn.定義describevt.描寫，記述marketern.市場(chǎng)營(yíng)銷人員distributevt.分配，分發(fā)n.廣告業(yè)vt.溝通，傳達(dá)communicateadj.可適用applicableSectionIITextStudy8/31Exercise1Decidewhetherthestatementsaretrue(T)orfalse(F)accordingtotheabovetext.1.Thereisonlyonedefinitionfortheterm“marketing”.Marketingisimportanttobusiness.Promotionmeansadvertising.[][[]]FTFMarketingisbasedoncustomerneeds.[]TThereisnoneedforaccountantstomarkettheirservicestoconsumers.[]FSectionIITextStudy9/31Exercise2MatchthewordsinthetablebelowwiththeircorrectChineseequivalents.natureaccountantsatisfactionavailableconsumerimagestandardtax消費(fèi)者本性標(biāo)準(zhǔn)稅會(huì)計(jì)可取得滿意形象SectionIITextStudy10/31Exercise3Fillintheblankswiththeappropriateformofthewordsinbrackets.Marketing

(involve)anongoingprocess.Theenvironmentis“dynamic”.Thismeansthatthemarkettendstochange—whatcustomerswanttodayisnotnecessarilywhattheywanttomorrow.Forexample,salesofbeef

(decline)intheUnitedStatesbecauseconsumers

(become)healthoriented.SectionIITextStudyinvolvesaredeclininghavebecome11/31NobodyworeshoesonaPacificisland.Asalesmanfoundthiswhenhearrivedthere.“Theydonotneedshoes.Thereisnomarkethere,”hethought,andthenhelefttheisland.Anothersalesmancame.“Fantastic!”hethought,“Iftheislanders(島上居民)knowthebenefitsofshoes,itisdefinitelyabigmarkethere.”Hedidsomefieldresearchanddrewtwoconclusionsfromit.First,itwashumidandhotontheisland.Second,theislandersweren’taccustomedto(不習(xí)慣于)wearingshoes.SellingShoestoIslandersSectionIITextStudyTextB12/31Helefttheislandandmadeareporttothecompany.Thecompanystudiedthesituationandthendesignedapairofspecialplasticslippers.Oneweeklater,thesalesmantooksomeslippersbacktotheisland.Heexplainedthebenefitsofwearingslippersandinvitedsomeislanderstotrythemon.Thesalesmanguaranteedthatallslipperscouldbereplacedwithnewonesifanyqualityproblemwasfoundwithinthreemonths.Infact,boththesalesmanandslipperswerewarmlywelcomedbytheislanders.Moreandmorepeoplehopedthatthesalesmancouldsellslipperstothem.SectionIITextStudy13/31Decidewhetherthestatementsaretrue(T)orfalse(F)accordingtotheabovetext.1.Thetwosalesmenwerefromthesamecompany.Theweatherwasnotsuitablefortheislanderstowearshoes.Theislandersfinallyrefusedtowearshoes.[][[]]FFFExercise4SectionIITextStudy14/31MarketingConsultingMikeisanewemployee(雇員)oftheABCCompany.TodayhehasatalkwithSteven,themanageroftheMarketingDepartment.Mike:Goodmorning,Steven.Steven:Goodmorning,Mike.Mike:MayIaskyousomequestionsaboutmarketing?Steven:Ofcourse.HowcanIhelpyou?Mike:Ihaveheardof“marketingmix”.Whatdoesitmean?Steven:Theterm“marketingmix”describesthecombinationofmarketingelementsusedinagivensituation.ItisoftensummarizedasthefourPs.TheyareProduct,Price,PlaceandPromotion.Mike:Canyoutellmealittlemoreaboutthem?SectionIIISituationalDialoguesDialogue115/31Steven:Productmeansthechoiceofwhatproductstosell,andtheafter-salesservice.Mike:Andprice?Steven:Choosingapricingstrategyandbeingawareoftheresponsesofcompetitors.Mike:Whataboutplace?Steven:Theselectingofsaleschannelsandtransportarrangements.Placeisalsoknownasdistribution(渠道).Mike:Doespromotionmeanadvertising?Steven:Morethanadvertising.Itincludesallofthetoolsavailabletothemarketerformarketingcommunication.Mike:Somarketingmixmustbeanimportantstrategyinmarketingactivities.Steven:Yes.Inordertosellproducts,acompanymustconsideralltheelementsinamarketingmix.Mike:Gotcha(懂了).Thankyou,Steven.Steven:Youarewelcome.SectionIIISituationalDialogues16/31ResearchonSettingupaNewSupermarketDavid:Excuseme,I’mamarketinginternofVM.Hereismybusinesscard.Nicetomeetyou.WouldyoumindifIaskyouafewquestions?Student:(Lookingatthecard)Oh,VM,that’safamoussupermarket.OK,butIhopeitwon’ttakelong.David:Thankyou!Howmanystudentsandfaculties(教職員)aretherealltogether?Student:About6,000.David:Doallofyouliveoncampus？Student:Mostofus,butsometeachersandstudentsliveoutside.VM,awell-knownchain(連鎖)storegroup(集團(tuán))planstoopenasupermarketatavocational(職業(yè))school.David,amarketingintern(實(shí)習(xí)生)ofthecompany,visitstheschoolandtalkstoastudent.Dialogue2SectionIIISituationalDialogues17/31David:Wheredoyouusuallygoshopping?Student:Therearesomesmallstoresnearby.Ioftenbuythingsthere.David:Whatdoyoubuyinmostcases?Student:Food,stationery,drinks,batteries,toothpaste,washingpowder,andsoon.David:Howmuchdoyouregularlyspendeachmonth?Student:About500RMB.David:Doesthatincludemeals?Student:Yes.David:Wouldyoulikeanewsupermarketatyourschool?Student:Ofcourse!David:Thankyouforansweringmyquestions.MayIgiveyouapenforyourprecioustime?Student:Great!Seeyou!David:Seeyou!SectionIIISituationalDialogues18/31Answerthefollowingquestionsaccordingtothedialogues.Exercise5SectionIIISituationalDialoguesTheterm“marketingmix”describesthecombinationofmarketingelementsusedinagivensituation.ItisoftensummarizedasthefourPs.TheyareProduct,Price,PlaceandPromotion.Morethanadvertising.Itincludesallofthetoolsavailabletothemarketerformarketingcommunication.2.Doespromotiononlymeanadvertising?1.Whatdoes“marketingmix”mean?19/31Answerthefollowingquestionsaccordingtothedialogues.5.WhatwillDavidprobablydonext?Exercise5SectionIIISituationalDialoguesHewillcontactmorestudentstofinishtheresearchandafterthatmakeareporttohiscompany.Apen.3.WhydoesDavidvisitthevocationalschool?Hiscompanywantstoopenanewsupermarketintheschool.4.WhatgiftdoesDavidgivethestudent?20/31Exercise6GroupdiscussionForexample:Question:Howmanystudentsandfacultiesaretherealltogether?Answer:About6,000.

Reason:Thenumberofpotentialcustomersnearbyisveryimportantfortherunningofasupermarket.Morecustomersmeanmoresales.Question:

Answer:

Reason:

InvitesomeclassmatestojoinyouinlistingallthequestionsthatDavidhasasked,andthenexplainwhyheaskedthosequestions.SectionIIISituationalDialoguesWouldyoumindifIaskyouafewquestions?Oh,VM,that’safamoussupermarket.OK,butIhopeitwon’ttakelong.Thisisapolitewaytobeginatalkandaskforhelp.21/31MarketingSkillsHowtodointerviewsinmarketingresearch？怎樣在市場(chǎng)調(diào)查中做訪談？訪談之前，準(zhǔn)備好要提問問題。問題設(shè)計(jì)應(yīng)切合主題需要，防止無關(guān)問題。選擇訪談對(duì)象應(yīng)含有一定代表性。訪談開始，先表明自己身份和目標(biāo)，以及受調(diào)查者可取得禮品。比如：Hello！MynameisJack.I’masalesmanoftheLightIndustrialProductsImportandExportCorporation.I’mheretodosomemarketresearchandofferafreegiftforafewminutesofyourtime.訪談過程中，注意由淺入深，不能一開始就問一些對(duì)方難以回答或敏感內(nèi)容。比如：Howmuchdoyouspendmonthly?這類問題主要是調(diào)查目標(biāo)用戶消費(fèi)能力，含有一定敏感性，最好在訪談快結(jié)束時(shí)再提出來。SectionIIISituationalDialogues22/31Completethequestionnaire.Exercise7DearFriends,VMhasmadeadecisiontoopenasupermarketatyourschool.Inordertooffergoodservicetothestudents,VMhasdesignedthefollowingquestionnairetofindoutwhatkindofgoodsthestudentsliketobuy.Thankyouverymuchforyourparticipation!SectionIVTasks23/31Drink飲料Pepsi-Cola()Coca-Cola()MineralWater()Tea()Snack小吃Cookie()Chocolate()HotDog()Peanut()DailyNecessity日用具Handkerchief()Shampoo()Toothpaste()Toothbrush()Stationery文具Pen()BallpointPen()CorrectionPen()Notebook()SportsGoods體育用具Basketball()Volleyball()Badminton()Football()Pleasemarktheimportanceofeachkindofgoodswithanumberfrom(themostimportant)to4(theleastimportant).哪些商品很受歡迎？21132322131434143424SectionIVTasks24/312.Whatotherconsumergoodsdoyouusuallybuy?Drinks:

Snacks:

DailyNecessities:

Stationery:

SportsGoods:

Others:

3.Whendoyouusuallygoshopping?4.Howmuchdoyouspendonshoppingeverymonth?A.Morning.B.Noon.C.Afternoon.D.Evening.E.Weekend.

milkicecreamclothes,slippersrubber,calculatortabletennis,boxingglovesmedicine??250

RMB.SectionIVTasks25/31Choosetheproperwordstocompletetheexpressions.Exercise8Competitiveeffectivesuitableattractivestablestrong

市場(chǎng)營(yíng)銷主要內(nèi)容是探討怎樣去——選擇有吸引力細(xì)分市場(chǎng)Choosean

segmentmarket開發(fā)出適當(dāng)產(chǎn)品Developa

product制訂具競(jìng)爭(zhēng)性價(jià)格Formulatea

price使用有效促銷策略Utilizean

promotingstrategy建立穩(wěn)定銷售網(wǎng)絡(luò)Setupa

salesnetwork

attractivesuitablecompetitive