1、学术英语 管理Marketing2Marketing 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 Mark
2、eting Lead-in Text 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
3、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. CEO Text A Critical thinking and reading Overview Beyond text Discussion
4、 Language building-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
5、 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 Marketing AssociationMarketing refers to the core business philosophy that directs the processes of ident
6、ifying and fulfilling 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 thinkingMa
7、rketing is the management 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
8、of Marketing.Unit 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 Marketing. 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
9、这个过程中盈利。Unit 2 MarketingText 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 further established the 4Ps theory of marketing mix in his 1967 book Marketing Management: Analysis, Planning, Control (1st Edition)
