MBA研究生英語綜合教程（第二版）課件：Marketing

Marketing2Lead-inRelatedExpressionsMarket-focusedPotentialconsumerPerceivedbenefitBasemanagementProspectivebuyerCompetitiveencroachmentAmericanMarketingAssociationTrytoanswerthefollowingquestions1.Whatisamarket-focusedorganization’sfirstdetermination?

Tofinditspotentialcustomer’sdesire(aneedorperceivedbenefit)

2.Onceamarketerhasconvertedtheprospectivebuyer,whatistheprocessforbasemanagementtotakeover?

Theprocessistoshiftthemarketertobuildingarelationship,nurturingthelinks,enhancingthebenefitsthatsoldthebuyerinthefirstplace,andimprovingtheproduct/servicecontinuouslytoprotectthebusinessfromcompetitiveencroachments.

3.

Whatgivesamarketerasustainablecompetitiveadvantage?Marketersdependoninsightsfrommarketingresearch,bothformalandinformal,todeterminewhatconsumerswantandwhattheyarewillingtopayfor.

4.GiveadefinitiontomarketingaccordingtoAmericanMarketingAssociation.

Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.

5.Inmarketingmethods,whatotherknowledgeisneeded?

Socialsciences,particularlypsychology,sociology,economicsandanthropology.Throughadvertising,itisalsorelatedtomanyofthecreativearts.

READINGUsefulExpressionsallocateassigntocharitydiscarddonationvalidprosperitysectorrisktakingmerchandizingUsefulExpressionsallocate分配，指派allocate+resource/responsibility/peopleTheyhavesomeinfluenceonthewayresourcesareallocated他們在資源的具體分配上有些影響力Governmentdoctorswouldbeallocatedtosomevillages政府的醫(yī)生們將被派到一些村莊去。UsefulExpressions

assign

分配,指派/歸因于Jackwas

assigned

totheassemblyshopofthefactory.杰克被分配到廠里的裝配間工作。Wecannot

assign

acauseto

theseevents.我們無法說明發(fā)生這些事件的原因。Eachoverseasteacherwasassignedaflat.每位外籍教師都分配到一套房間。UsefulExpressions

charity慈善、施舍、慈善團(tuán)體Shegavethebeggarsomemoneyoutofcharity.她出于慈善給乞丐一些錢。Poorastheywere,theoldcoupleneveraskedfor

charity.老兩口雖然很窮,但從不請求施舍。Thischarityisanonprofitorganization.這個慈善團(tuán)體是個非盈利性組織。acharityperformance義演UsefulExpressions

discard

丟棄,拋棄/打出(無用的牌)

Historydiscardedhim.他被歷史所拋棄。Hediscardedhiswinterclothing.他把冬天穿的衣服都脫掉了。Shediscardedafour,andpickedupaking.她打出一張四點(diǎn)的牌,抓起一張K.UsefulExpressions

donation捐贈[獻(xiàn)]Thedonationaggregatedto$10,000.捐款合計(jì)達(dá)一萬美元。Herrequestforadonationmetwitharepulse.她要求贊助卻遭到粗暴拒絕.UsefulExpressions

valid

有效的;有約束力的;正當(dāng)?shù)?/p>

Thechequeisnotvalidifitwerenotsignedbythefinancedirector.如果沒有主管財(cái)務(wù)的董事簽字支票就無效。

Acreditcardisnotavalid

proofofidentity.銀行發(fā)的支票保付卡不是有效的身份證明文

件。UsefulExpressions

Prosperity繁榮,旺盛Theincreasingsaleofluxurygoodsisanindex

ofthecountry'sprosperity.奢侈商品銷售量日增是該國繁榮的標(biāo)志.ThepromiseofprosperityintheUnited

Statesencouragedmanypeopletoimmigrate.興旺發(fā)達(dá)的前景吸引了眾多的移民到美國。

continuousprosperity

持續(xù)繁榮borrowedprosperity

虛假繁榮

businessprosperity

經(jīng)濟(jì)繁榮UsefulExpressionssector部門/成分Allsectoroftheeconomysufferfromthefallintheexchangerate.所有經(jīng)濟(jì)部門都遭受到這次匯率下跌帶來的

損失。Thegovernmentmadeaninvestigationoftheemploymentinthepublicandprivate

sectors.

政府對國營和私營部門的就業(yè)情況作了一次調(diào)查。UsefulExpressionsrisktaking承擔(dān)風(fēng)險(xiǎn)/勇于冒險(xiǎn)

Theanswercomesbackonceagaintoexcessrisktakingandleverageinthebankingsector.答案再次歸結(jié)為銀行業(yè)過度承擔(dān)的風(fēng)險(xiǎn)和它

們所采取的杠杠率。Thepreciseimplicationofthedealfortheoldshareholderswillalsomatterfortheultimatejudgementonitsfairnessandonwhatitdoestoincentivesforfuturerisktaking.這筆交易對原股東的具體影響，對最終判斷

其是否公平及其對激勵未來承擔(dān)風(fēng)險(xiǎn)的影響

也相當(dāng)重要。UsefulExpressionsmerchandizing商品化/推銷AspresidentofG-IIIApparelGroupshesupervisesmarketing,merchandizing

andproductdevelopmentforthecompany,keepingclosetabsoneveryonefromdivisionVPstodesigners.作為G-III服裝集團(tuán)的總裁，她為公司

管理著市場營銷、商品銷售和產(chǎn)品開

發(fā)等環(huán)節(jié)，監(jiān)督著公司的每一個人，

包括從各部門的副總裁道設(shè)計(jì)師。StartingUpQuestion

Marketing’soverridingtaskistodevelopandretaincustomersforthebusinessandtoensurethatsatisfactoryexchangestakeplacebetweenthesupplierandthechosencustomers.

Whatdetailedfunctionsthatmarketinghas?Answerthefollowingquestionsbriefly.Whatarethecoremarketingfunctionactivitiesformostorganizations?Formostorganizations,advertising,salespromotionandmarketingresearchwouldbeconsideredcoremarketingfunctionactivities.Answerthefollowingquestionsbriefly.

2.Whatistheadvantageofseparatingmanagementfunctionfromthephilosophyofmarketingandotherfunctionsofmarketing?Theadvantageisthatitinvolvestheallocationofresourcesaswellasthecoordinationofeffortandthereforehastobecarriedoutatahigherlevelwithinanorganization.Answerthefollowingquestionsbriefly.

3.Whatdoesmarketingrelatetoasabusinessconcept?Itrelatestoitsusewithrespecttotheinsightsthathaveresultedfromtheexchangeprocesshavingbeenstudiedindetailandfrommanydifferentpointsofview,theorieshavebeendevelopedwhichareusedtoanalysetheprocessofmeetingcustomers’needsanddetermininghowthesemaybeimproved.Answerthefollowingquestionsbriefly.4.Inwhatwayismarketingeffectiveasanacceptedbusinessphilosophy?Marketingasabusinessphilosophyrecognizestheimportanceofthecustomerandthatbusinessexiststoservecustomersratherthanmanufactureproducts.Tobeeffectivethisphilosophymustbeacceptedasbeingcrucialineverypartofanorganization.Answerthefollowingquestionsbriefly.

5.Whatarethefourdifferentwaysinwhichtheterm“marketing”isused?Itisusedinfourdifferentwayswhichareasanorganizationalfunction,asamanagementfunction,asabusinessconceptandasanacceptedbusinessphilosophy.Completethefollowingsentencesbychoosingwordsandexpressionsfromthetext.Itisnow1thatalltypesoforganizationcaneffectivelyusetheseconcepts.These2

thosethatmanufactureproductsandthosethatprovideservices,aswellasorganizations3

ascharities4

SavetheChildrenFund.Theirproductisthefeelingyouhaveafter5_____adonation,sothat6

inthissituationarealexchangeistakingplacebetweenthegiverandthecharity.Such7

illustratetherelevanceofmarketing8_____manyactivitiesandproducts.Itisnowacceptedasbeing9

relevanttoindustrialandserviceindustriesaswellastothepublic10

andvoluntaryorganizations.acceptedincludesuchlikemakingexamplestoequallysectoreven1.對多數(shù)組織而言，核心的營銷職能活動包括廣告、促銷以及市場調(diào)研。Formostorganizations,advertising,salespromotionandmarketingresearchwouldbeconsideredcoremarketingfunctionactivities.TranslatethefollowingsentencesintoEnglish.TranslatethefollowingsentencesintoEnglish.2.在所有的貿(mào)易組織中，提供給消費(fèi)者的產(chǎn)品系列很可能對一個組織的成功而言是至關(guān)重要的.

Withinalltradingorganizationstherangeofproductsofferedtocustomersislikelytobeofcrucialimportancetothesuccessoftheorganization.TranslatethefollowingsentencesintoEnglish.3.的確可以認(rèn)為，作為管理功能的市場營銷，無論它在任何具體的公司中被稱作什么，應(yīng)該始終是大多數(shù)高級管理層的核心任務(wù)。Itcanindeedbeargued,thatmarketingasamanagementfunctionshouldalwaysbethecentraltaskofthemostseniormanagementteam,whateverthismightbecalledwithinanyspecificorganization.

TranslatethefollowingsentencesintoEnglish.4.作為商業(yè)理念的營銷活動認(rèn)可顧客的重要性，并認(rèn)為商業(yè)活動的存在是為了服務(wù)顧客而不是生產(chǎn)產(chǎn)品。Marketingasabusinessphilosophyrecognizestheimportanceofthecustomerandthatbusinessexiststoservecustomersratherthanmanufactureproducts.TranslatethefollowingsentencesintoEnglish.5.這一點(diǎn)在今天仍是正確的，這不取決于像制造業(yè)企業(yè)這樣的組織。

Thisisstilltruetodayandnotdependentontheorganizationbeingamanufacturingfirm.listeningA.Matchthefollowingwordswiththeirmeanings.1.f2.j3.a4.h5.c6.b7.I8.d9.e10.g11.l12.kBfillingintheblanks.1.amarketresearch2.shortsurvey3.fiveminutes4.somewell-known5.DellComputersCcompletethefollowingsentence1.whatthepublicisthinking2.howthepublicwillbehave3.withoutsomeresearchdataDcompletethesummary1.declined2.softdrinks3.lifestylechange4.aquestionnaire5.topublic6.whatpoints7.consumers8.wasdisappointing9.sluggish10.theacceleratorpedalspeakingAUsethefollowingwordsorexpressionstodescribetrendsbymakingcommenton

theexamplegivenbelowUpwardMovement↗DownwardMovement↘LittleorNoChange←→climbrisegouprocketimprovesoartakeoffpickupcomedowndecreaseplummetplungegodownsinkfallslipholdsteadystabilizeevenoutleveloffremainconstantholdremainstableAUsethefollowingwordsorexpressionstodescribetrendsbymakingcommenton

theexamplegivenbelow.Example:WhentheSambarambaCenteropenedinAprilitwasaninstantsuccess.Howeverthesuccessstorydidnotlastlong.Lookatthegraph,anddescribetheweekendturnoverusingthewordsandexpressionsabove.Youcanstartwith:1.Forthefirstthreemonthsweekendturnover…2.InJuly,theturnover…3.AfterAugust,turnover…4.InSeptember,weekendturnover…5.InOctober,turnover….BReadthenewspaperstories.WorkwithapartnerormoretodiscusswhatcantheSambarambacenterdotobringbackclientele?MakealistofyoursolutionsbyfillinginthefollowingtablePersonalitiesfromtheworldsoffashion,filmandtheatrefilledtheSambarambaCenterwhenitopenedon1stAprilinBreakerBay.Thecomplexhasthreedancefloors,fourbarsandotherfacilities.Itisequippedwiththelatesttechnologyinsoundandlighting,hasampleparking(400cars)andshuttletransporttotakeclienteleto&fromthecitycenter.August15thJadeopeneditsdoorsthisweektothesoundoftheScooders.Fansflockedtothisnewvenue;manywereunabletogetin.Theclub,intheheartofthecity,aimstoattractlocalsandtouristsalike.Ithastwosuperbdancefloors,quietloungeareasandasnackbar.Itplanstohostlivegroupsatweekends.MarketResearcha.analyzethetypeofclientelegoingtoJadeonlyb.createaloyalclientele(haveamembershipcardofferingspecialratesanddiscountsforservices)c.d.e.f.MarketingStrategiesa.definetargetclienteleandcaterforthemb.carryoutasurveyofotherpopularnightvenuesforbenchmarkingpurposesc.d.e.f.CasestudySacrilegeAAnswerthefollowingquestionsaccordingtothearticle.1.Whyhasusingtabooimagesinadvertisingbecomepopularwithadvertisingexecutives?

Becauseconsumershavestoppedpayingattentiontoconventionaladvertising.

2.Accordingtothepassage,whatadvertisingisthesimplestwaytogetmediacoverage?

Shockingadvertising.3.AccordingtoLeonJaume,whatadsdotheyounggenerationofconsumerslike?

Theadsthatoffendtheirparents.

B.Giveafive-minutepresentationaboutyouragreementanddisagreementwithoutrageousadvertising.Useexamplesandevidencetosupportyourposition.C.ExtendedTask

Workingroups,chooseaTVcommercialandwriteacritiqueaccordingtothefollowingguidingquestions.CExtendedTaskProductandTargetAudience/ConsumersWhatproductorserviceisbeingadvertised?Whodoyouthinkistheprimarytargetaudienceforthisproductorservice?Whatmightbetherelationshipbetweenthetargetaudience,ortypicalconsumerofthisproductorservice,andtheaverageSuperBowlviewer?CExtendedTaskPlo