学术英语(管理)_Unit 2.pptVIP

2 Marketing 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. Text A ─ Critical thinking and reading Overview Beyond text Discussion ─ Language building-up Specialized vocabulary Signpost language Formal English The Business of Marketing Unit 2 Marketing Unit 2 Marketing Text A Beyond text — 4 Cs vs. 4 Ps Critical reading and thinking 4 Ps in marketing 4 Cs in marketing Product Customer Price Cost Place Convenience Promotion Communication With the birth of the Customer age in the 1990s Robert F. Lauterborn proposed the 4 Cs to replace 4 Ps. Company-focused Customer-focused Unit 2 Marketing Specialized vocabulary Text A Language building-up Translate the following expressions from English into Chinese or vice versa. 1 the act of sales 2 manage customer relationships 3 business philosophy 4 satisfy consumer requirements 5 manipulate the tools of marketing 6 entice consumers to buy products 7 effective marketing 8 ideal target market 9 promote products 销售行为 客户关系管理 经营理念 满足消费者需求 操纵营销工具 诱导消费者购买产品 有效营销 理想的目标市场 促销产品 Unit 2 Marketing Specialized vocabulary Text A Language building-up Translate 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 interest the packaging of the product the design and manufacturing of the product an established brand consume a product exclusive distribution event marketing cut the cost of manufacturing Unit 2 Marketing Specialized vocabulary Text A Language building-up Complete the following sentences with the correc