21世纪大学实用行业英语Unit 1.ppt

Unit 1 Marketing市场营销 marketing myopia: A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers’ needs and wants. It results in the failure to see and adjust to the rapid changes in their markets. Marketing mix: In recent times, the concept of four Cs has been introduced as a more customer-driven replacement of four Ps. One is Lauterborn’s four Cs (consumer, cost, communication, convenience), another is Shimizu’s four Cs (commodity, cost, communication, channel). channel: (销售)渠