世纪商务英语阅读教程专业篇第四Unit.pptx

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1、4-14-1Unit 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 services with the people who nee

2、d 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. 第1页/共146页4-14-1Unit Introduction In order to help you understand and master the marketing fundamenta

3、ls, 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. 第2页/共146页 Most of the following words are used in the context of marketing fundamentals. When you read, firstly, try to figure o

4、ut their meanings. 首先，试着猜出他们的意思。首先，试着猜出他们的意思。 Secondly, pay close attention to words you dont know and look them up in a dictionary. 其次，注意不认识的单词，并在字典中查找出其释义。其次，注意不认识的单词，并在字典中查找出其释义。 Thirdly, review these new words and do Task 1. 第三，复习这些单词并完成第三，复习这些单词并完成Task 1.第3页/共146页4-14-1Professional Words & Expr

5、essionsproductmanufacturer market researchmarketing plan product marketing brand marketing media planning image-building physical evidence people placement target market public relations n. 产品产品n. 制造业者，厂商制造业者，厂商市场调查市场调查媒体计划媒体计划产品推广产品推广n. 品牌品牌n. 市场营销市场营销媒体计划媒体计划n. 形象塑造形象塑造实体环境实体环境n. 人员人员n. 放置放置目标市场目标

6、市场公共关系公共关系第4页/共146页distribution channelgeneric advertisingat no costmarketing effortprocessdrawbackproduct pricingmarketing mixchargejunk mailsales strategyat regular price配销渠道配销渠道adj. 非商标的非商标的n. 广告；登广告广告；登广告免费免费行销努力行销努力n. 流程流程n. 缺点缺点产品定价产品定价市场营销推广组合市场营销推广组合v. 要价要价垃圾邮件垃圾邮件推销战略推销战略按正常价按正常价第5页/共146页4-

7、14-1TASK 1Select an expression from the words listed above which matches one of the eight definitions given below. If you like, compare the definitions here with others in a dictionary. If there are other words or expressions in the list which you do not know, look them up, too.第6页/共146页4-14-1TASK 1

8、任务：任务：Task1给出了给出了8个定义，从个定义，从56页的单词中选词填空页的单词中选词填空Tips:不懂的查字典不懂的查字典（查字典是很好的学习习惯，对于掌握一个单词的词义和用法都非常有帮助。（查字典是很好的学习习惯，对于掌握一个单词的词义和用法都非常有帮助。对于阅读来说，课后复习主要要做的就是查单词，把不懂的单词都弄懂，最对于阅读来说，课后复习主要要做的就是查单词，把不懂的单词都弄懂，最好了解下其英文释义、其用法等等。）好了解下其英文释义、其用法等等。）第7页/共146页4-14-1TASK 11. _ it refers to the channel by which a produ

9、ct or service is sold2. _it is done by providing physical evidence, such as, demonstrations3. _it can provide a service and the behavior of people，which can be important to customer satisfaction4. _ men and women who are involved in a particular type of workDistribution channelphysical evidenceproce

10、sspeople第8页/共146页4-14-1TASK 15. _ it is anything that can be offered to a market that might satisfy a want or need in marketing6. _it refers to tons of junk mails you got everyday . If you didnt check your email box last month and finally you would find that it was full of thousands of rubbish7. _it

11、 refers to practice of commercial selling8. _ it can make something known generally, especially, in order to sell itproductjunk mailmarketingadvertising第9页/共146页4-24-2Comprehensive ReadingPre-readingText A will concentrate on the introduction of the marketing concept and marketing mix. The standard

12、four Ps and the extended three Ps will be covered in this text. By studying variations of seven elements of marketing mix, you should have the ability to reach multiple consumers within your target market. Now share your experience or ideas with your partners by discussing the following questions. 第

13、10页/共146页4-24-2Comprehensive ReadingHave you ever purchased anything that you dont really need? A. Yes B. NoHow often do you go shopping?A. Always (100%)B. Often (70%)C. Sometimes (50%) D. Never(0%)In what ways are you easily persuaded into buying something? By_.A. TV commercial B. Newspaper Adverti

14、sementC. Quality D. packageE. Brochures F. LeafletsG. Price H. After-sales service第11页/共146页4-24-2Comprehensive Reading1 What does the word marketing mean? Marketing is the process of moving people closer to making a decision to purchase, use, follow or conform to someone elses products, services or

15、 values. Marketers can use the variables of marketing mix to make a marketing plan.翻译翻译营销一词的含义是什么？市场营销是一个不断推进的过程，该营销一词的含义是什么？市场营销是一个不断推进的过程，该过程的目的是促使人们心动到做出各种决定诸如购买他人的各过程的目的是促使人们心动到做出各种决定诸如购买他人的各种产品、享用他人提供的各种服务、以及遵循他人的各种价值种产品、享用他人提供的各种服务、以及遵循他人的各种价值取向。营销人员运用市场营销推广组合的变量来制定营销推广取向。营销人员运用市场营销推广组合的变量来制定营

16、销推广计划。计划。ongoingongoing 前进的，持续的前进的，持续的第12页/共146页4-24-2Comprehensive ReadingMarketing is the ongoing process of 【moving people closer to making a decision （to purchase, use, follow or conform to someone elses products, services or values） 】. 翻译翻译市场营销是一个不断推进的过程，该过程的目的是促使人们心动到做出市场营销是一个不断推进的过程，该过程的目的是促使

17、人们心动到做出各种决定诸如购买他人的各种产品、享用他人提供的各种服务、以及遵各种决定诸如购买他人的各种产品、享用他人提供的各种服务、以及遵循他人的各种价值取向。循他人的各种价值取向。主语主语修饰修饰 processprocess修饰修饰 decisiondecision第13页/共146页4-24-2Comprehensive Reading2 There are the standard four marketing mix(4Ps) and the extended three marketing mix(3Ps) in marketing, The former can be defin

18、ed as the of product, pricing, promotion, and placement or distribution channel that satisfies the demands of the chosen market segment, and the latter are often referred to three elements of people, process and physical evidence.翻译翻译在市场营销中有标准的在市场营销中有标准的4P市场营销推广组合和扩展的市场营销推广组合和扩展的3P市场市场营销推广组合，前者定义为产品

19、、价格、促销和渠道或分销组营销推广组合，前者定义为产品、价格、促销和渠道或分销组合，后者通常指的是人员合，后者通常指的是人员, 过程和过程和物证三个要素。三个要素。blendblend 混合混合第14页/共146页satisfy satisfyvi. 令人满意；令人满足令人满意；令人满足 vt. 满足；说服，使相信；使满意，使高兴满足；说服，使相信；使满意，使高兴satisfy the demands of (满足满足的需求）的需求）e.g. It is impossible to satisfy all demands. 要满足一切要求是不可能的。要满足一切要求是不可能的。第15页/共146

20、页4-24-2Comprehensive ReadingFour Ps (The Standard Marketing Mix)3 The standard four Ps have to fit closely together, and the key to effective marketing is the ability to adjust each of the four factors in response to the demands of the target market. 翻译翻译4P(标准的市场营销推广组合标准的市场营销推广组合)标准的标准的4Ps必须紧密结合，有效的

21、市场营销的关键是调整四个必须紧密结合，有效的市场营销的关键是调整四个因素以因素以响应目标市场的需求。第16页/共146页4-24-2Comprehensive Reading4 Product means the product management and product marketing aspects of marketing. They deal with the of the actual goods or service, and how it relates to the end-users needs and wants.1翻译翻译产品产品 指的是产品管理和产品推广的各个方面

22、。他们处理具体指的是产品管理和产品推广的各个方面。他们处理具体产品或服务项目所有的详细明确的东西，以及具有这些详细产品或服务项目所有的详细明确的东西，以及具有这些详细明确东西的产品或服务项目跟消费者的需求之间的关系。明确东西的产品或服务项目跟消费者的需求之间的关系。specificationsspecification 明确规范明确规范第17页/共146页aspectn. 方面；方向；形势；外貌 e.g. This is only one aspect of the problem.这只是问题的一个方面。e.g. This course covers every aspect of Ameri

23、can history since World War.这个课程涉及到二战以来美国历史的各个方面。第18页/共146页4-24-2Comprehensive ReadingThey deal with the specifications of the actual goods or service, and how it relates to the end-users needs and wants.1翻译翻译他们处理具体产品或服务项目所有的详细明确的东西，以及他们处理具体产品或服务项目所有的详细明确的东西，以及具有这些详细明确东西的产品或服务项目跟消费者的需求之具有这些详细明确东西的产品

24、或服务项目跟消费者的需求之间的关系。间的关系。deal with deal with 的并列宾语的并列宾语指代前半句指代前半句第19页/共146页4-24-2Comprehensive Reading A businesspersons first marketing decision concerns the products or services that will attract customers in the target market. Firstly, he is to determine consumers needs and wants. Secondly, he tran

25、slates them into desirable products and services.翻译翻译商人的首要行销决策与目标市场中吸引顾客的产品和服务有关商人的首要行销决策与目标市场中吸引顾客的产品和服务有关.首先，他将确定消费者的需求。其次，他把这种需求转化为令首先，他将确定消费者的需求。其次，他把这种需求转化为令人想要的产品和服务。人想要的产品和服务。 第20页/共146页4-24-2Comprehensive Reading A businesspersons first marketing decision concerns the products or services th

26、at will attract customers in the target market. 翻译翻译商人的首要行销决策是与目标市场中吸引顾客的产品和服务相商人的首要行销决策是与目标市场中吸引顾客的产品和服务相关的关的.主语主语谓语谓语宾语宾语修饰前面的修饰前面的 products or services语语第21页/共146页concern vt. 涉及，关系到；使担心 e.g. What were planning doesnt concern you.我们正在计划的事与你无关。 n. 关系；关心；关心的事e.g. I can certainly understand your conc

27、ern.我完全可以明白你的担心。第22页/共146页4-24-2Comprehensive ReadingFirstly, he is to determine consumers needs and wants. Secondly, he translates them into desirable products and services.翻译翻译首先，他将确定消费者的需求。其次，他把这种需求转化为令首先，他将确定消费者的需求。其次，他把这种需求转化为令人想要的产品和服务。人想要的产品和服务。 转化转化第23页/共146页be to do sth. be +动词不定式（即be + to

28、do sth.）表示按计划或安排要做的事。e.g. When are you to leave for home? 你什么时候回家？ 这种结构也可用于过去。was / were to do sth. 表示曾经计划要做的事，但不表明计划是否被执行，或表示“命运（即命中注定要发生的事）”，而非计划；was / were to have done sth.表示未曾实现的计划。e.g. I felt nervous because I was soon to leave home for the first time.我感到很紧张，因为我很快就要首次离开家了。 第24页/共146页4-24-2Comp

29、rehensive Reading5 Pricing refers to the process of setting a price for a product. The marketing manager must decide how the company should price its products. Most offer generic products at the lowest price and offer their own commercial brands usually at the highest price.翻译翻译价格价格 指的是给某一产品定价的过程。指的

30、是给某一产品定价的过程。营销部经理必须决定公司应如何给公司的产品定价.一般的产品出最低价, 商业品牌出商业品牌出最高价。最高价。第25页/共146页4-24-2Comprehensive Reading6 Promotion includes advertising, sales promotion, public relations, and personal selling, and refers to the various methods of promoting the product, brand, or company. Do you have any idea how to p

31、romote the sales of companys product? 翻译翻译促销促销 涵盖了广告、促销、公共关系和推销。它指的是为推广涵盖了广告、促销、公共关系和推销。它指的是为推广产品、品牌、或公司而采用的各种各样的方法手段。你有什么产品、品牌、或公司而采用的各种各样的方法手段。你有什么好办法来推销公司产品？好办法来推销公司产品？ 第26页/共146页4-24-2Comprehensive ReadingCompany promotes its product through advertising, primarily on television. Department store

32、s also spend heavily on advertising, but they choose newspapers as the most effective medium. Therere many alternatives and the choice may determine the success of a marketing effort.翻译翻译公司通过广告，主要是电视来推销产品。百货商店也在广告上公司通过广告，主要是电视来推销产品。百货商店也在广告上花大量的费用，但他们选择报纸作为最有效的媒介。可供选择花大量的费用，但他们选择报纸作为最有效的媒介。可供选择的媒介有很

33、多，的媒介有很多，只有选择合适的媒介，行销努力才能成功。第27页/共146页4-24-2Comprehensive ReadingCompany promotes its product through advertising, primarily on television. 翻译翻译公司通过广告，主要是电视来推销产品。公司通过广告，主要是电视来推销产品。主语主语谓语谓语宾语宾语方式状语方式状语补语补语第28页/共146页4-24-2Comprehensive ReadingTherere many alternatives and the choice may determine the

34、success of a marketing effort.翻译翻译可供选择的媒介有很多，可供选择的媒介有很多，只有选择合适的媒介，行销努力才能成功。表递进表递进第29页/共146页4-24-2Comprehensive Reading7 Placement or distribution channel refers to how the product gets to the customer. The fourth P in the marketing mix has also sometimes been called “place”, referring to “where” a p

35、roduct or service is sold, e.g. in which geographic region or industry, to which segment (young adults, families, business people, women and men, etc.). How the manufacturer sends its products to the customers, transportation is the major factor here. 翻译翻译渠道或分销渠道或分销 指的是产品怎样到达消费者手里。市场营销中第四个指的是产品怎样到达消

36、费者手里。市场营销中第四个P它它有时也称为有时也称为“地点地点”，指的是某种产品或服务的销售，指的是某种产品或服务的销售“地点地点”，即，即，在哪个地理区域或行业销售、销售给哪部分人（如年轻的成年人、家在哪个地理区域或行业销售、销售给哪部分人（如年轻的成年人、家庭、商人、女士、男士）等。厂商如何将其产品运送到客户手中庭、商人、女士、男士）等。厂商如何将其产品运送到客户手中, 因此，因此，运输在渠道中是主要的因素运输在渠道中是主要的因素 第30页/共146页4-24-2Comprehensive ReadingThe fourth P in the marketing mix has also

37、sometimes been called “place”, 【referring to “where” a product or service is sold, e.g. in which geographic region or industry, to which segment (young adults, families, business people, women and men, etc.).】翻译翻译市场营销中第四个市场营销中第四个P它有时也称为它有时也称为“地点地点”，指的是某种产品或服务的，指的是某种产品或服务的销售销售“地点地点”，即，在哪个地理区域或行业销售、销售

38、给哪部分人，即，在哪个地理区域或行业销售、销售给哪部分人（如年轻的成年人、家庭、商人、女士、男士）等。（如年轻的成年人、家庭、商人、女士、男士）等。【非限制性定语从句非限制性定语从句】并列并列对前文作解释对前文作解释第31页/共146页segment n. 部分；片；块部分；片；块e.g. orange segments 橙子瓣橙子瓣e.g. The company dominates this segment of the market. 该公司控制了这一部分市场。该公司控制了这一部分市场。 v.分割分割,切割切割e.g. Market researchers often segment t

39、he population on the basis of age and social class.市场研究人员常常按年龄和社会阶层划分人口。市场研究人员常常按年龄和社会阶层划分人口。第32页/共146页4-24-2Comprehensive Reading8 As well as the standard four Ps，services marketing calls upon an extra three Ps.2Three Ps (The Extended Three Marketing Mix)翻译翻译除了以上讲的常规的除了以上讲的常规的4P外，服务类的营销还需要外，服务类的营销还

40、需要3P。3P(扩展的市场营销推广组合扩展的市场营销推广组合)第33页/共146页calls upon 号召；要求；拜访e.g. US Secretary of State calls upon Turkey to help in stabilizing Iraq. 美国国务卿呼吁土耳其帮助伊拉克稳定政局。e.g. I now call upon the chairman to address the meeting.现在请主席向大会致辞。第34页/共146页4-24-2Comprehensive Reading 9 People Any person coming into contact

41、with customers can have an impact on overall satisfaction. Whether as part of a supporting service to a product or involved in a total service， people are particularly important because， in the customers eyes， they are generally inseparable from the total service. 翻译翻译人员人员 任何与消费者有接触的人都会影响到消费者的总体满意任何

42、与消费者有接触的人都会影响到消费者的总体满意度。无论是辅助服务中的一分子，还是参与了所有的服务的人度。无论是辅助服务中的一分子，还是参与了所有的服务的人员，因为在顾客的眼里他们都与所有的服务密不可分，因此他员，因为在顾客的眼里他们都与所有的服务密不可分，因此他们尤为重要。们尤为重要。 第35页/共146页4-24-2Comprehensive Reading Whether as part of a supporting service to a product or involved in a total service， people are particularly important

43、because， in the customers eyes， they are generally inseparable from the total service. 翻译翻译无论是辅助服务中的一分子，还是参与了所有的服务的人员，无论是辅助服务中的一分子，还是参与了所有的服务的人员，因为在顾客的眼里他们都与所有的服务密不可分，因此他们尤因为在顾客的眼里他们都与所有的服务密不可分，因此他们尤为重要。为重要。 插入语插入语第36页/共146页come into contact with v. 接触到；联系；开始做某事 e.g. He come into contact with a lot

44、of new idea while work abroad.在国外工作期间他接触到许多新的思想。e.g. In her job she often comes into contact with (=meets) lawyers.她在工作中常与律师接触。第37页/共146页4-24-2Comprehensive ReadingAs a result of this， they must be appropriately trained，well and the right type of person. Fellow customers are also sometimes referred

45、to as under “people”,3 as they too can affect the customers service experience. 翻译翻译因此，这些人必须接受岗位培训，必须积极主动，而且，必须是符合因此，这些人必须接受岗位培训，必须积极主动，而且，必须是符合所在岗位要求的人。有密切关系的消费者有时也被称为所在岗位要求的人。有密切关系的消费者有时也被称为“次人员次人员”，因为他们影响整个消费者服务的感受。因为他们影响整个消费者服务的感受。 motivatedmotivated 有动机的有动机的第38页/共146页4-24-2Comprehensive Reading

46、10 ProcessThis is the process involved in providing a service and the behavior of people， which can be important to customer satisfaction.4翻译翻译过程过程 指提供一次性服务的过程和公司人员的行为，这两个方指提供一次性服务的过程和公司人员的行为，这两个方面在满足顾客方面很重要。面在满足顾客方面很重要。第39页/共146页4-24-2Comprehensive Reading11 Physical evidenceUnlike a product， a ser

47、vice cannot be experienced before it is delivered, which makes it . This means that possible customers could see greater risk when deciding whether or not to use a service. 翻译翻译物证物证 和产品不同，消费者只有享受了服务才能感受到，服务是无形的。和产品不同，消费者只有享受了服务才能感受到，服务是无形的。这就意味着，潜在的消费者在决定是否享受某种服务时看到的可能是这就意味着，潜在的消费者在决定是否享受某种服务时看到的可能是

48、更高的风险。更高的风险。 intangibleintangible 无形的无形的第40页/共146页4-24-2Comprehensive ReadingThis means that possible customers could see greater risk when deciding whether or not to use a service. 翻译翻译这就意味着，潜在的消费者在决定是否享受某种服务时看到的可能是这就意味着，潜在的消费者在决定是否享受某种服务时看到的可能是更高的风险。更高的风险。 句子主干句子主干定语定语第41页/共146页deliver vt. 交付；发表；递

49、送；释放；给予（打击）；给接生 e.g. We promise to deliver within 48 hours.我们承诺在48小时内送到。 vi. 实现；履行；传送；投递 e.g. If you cant deliver improved sales figures, youre fired.如果你不能按照要求提高销售额，就会被解雇。第42页/共146页4-24-2Comprehensive ReadingTo reduce the feeling of risk, thus improving the chance for success, it is often important

50、to offer possible customers the chance to see what a service would be like . This is done by providing such as case studies or testimonials. 翻译翻译为了减少消费者承担风险的顾虑、增大成功的机率，让潜在的消费者为了减少消费者承担风险的顾虑、增大成功的机率，让潜在的消费者有机会亲眼看到提供的服务将是什么样的，通常是很重要的。通常的有机会亲眼看到提供的服务将是什么样的，通常是很重要的。通常的做法是提供实例或鉴定做法是提供实例或鉴定,证书之类的东西。证书之类的东