财经专业英语 时文阅读Unit 5.pptxVIP

Unit 5 Marketing ;Marketing Defined [Para 1] Marketing is everywhere in our economy, and it touches everyone. Consider a few of the activities we take for granted, like riding a bus, shopping for clothes, reading a newspaper, or watching television. All of these rely on marketing. For example, the bus company encourages you to climb aboard, tells you about schedules, sets prices, tries to reach as many people as possible, and might offer special services such as providing vans for people using wheelchairs. Each of these activities is the result of a marketing decision, and these decisions are based on the principles you’ll learn about in this course. [Para 2] It’s tough to imagine contemporary life without marketing. You’re on the customer side of marketing when you shop at a 7-Eleven, pay your tuition, or go to a movie. You’re on the marketer side of the transaction when you advertise for a roommate, convince friends to lend you their cars, or interview for a job. ;[Para 3] In the last two examples you’re marketing yourself and your creditability. Job applicants use résumés as marketing tools to gain interviews with potential employers and then use the interviews to demonstrate what desirable “products” they are. Similarly, models and actors use photographs to market themselves; artists and writers supply samples of their work. Some applicants for the position of “director of romance” at Korbel Champagne Cellars took the self-marketing process a bit further. They sent the company flowers, balloons, videotapes, poems, and other items to demonstrate their romantic capabilities. The search for creative, innovative ways to communicate is a key theme in marketing today. ;[Para 4] You can see by these examples that marketing is more than just a business activity. It’s something everyone does quite often, acting as either the customer or the marketer. Even in the commercial realm, “companies” aren’t the only marketers, and “goods” aren’t the only items marketed. Dentists