学术英语（第二版）经管_Unit 2.pptx

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学术英语（第二版）经管_Unit 2.pptx

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Unit2Marketing

ContentsReadingTextATextBSpeakingViewingWriting

TextALead-intaskWhilereadingAfterreadingtasksTheBusinessofMarketing

Lead-intaskWhatismarketing?CriticalthinkingReferenceanswersMarketingmeansputtingtherightproductintherightplace,attherightprice,attherighttime.

Lead-intask2.Howdoesmarketingaffectyourdailylife?Useexamplestoillustrateyourpoint.ReferenceanswersMarketingguidesustothecurrentandlatesttrendinthemarket.Whenwepassbyabillboardinthestreetorwatchthecommercialsonthesmallscreenintheelevator,wekeepupdatinginformationinthemarket,suchasnewhigh-techgadgets,healthierfood,newseasonclothes,etc.Criticalthinking

Lead-intaskReferenceanswersMarketinginfluencesthewayweperceivethings.Forinstance,thewaythatAppleusersviewtheirlifehassomethingtodowiththewaythatApplehasleditsuserstoexperiencewithitsproducts:staysimpleandthinkdifferent.Criticalthinking

Lead-intaskReferenceanswersMarketingalsohasawaytomakeuswanttopayforthenewestproducts.Forinstance,thatPepsikeepsaddingnewproductsorvariantstotheirexistingproductlineandshiftsitsfocusfromsugarysoftdrinkstohealthydrinksfosterscuriosityofPepsidrinkersandarousestheirinterestinhavingatry.Criticalthinking

Lead-intaskCouldyouexplainthefollowingcasesinmarketing:NewAppleproductsareinitiallysoldinexclusiveApplestoresandonline.ThePorsche(保时捷)914,duetoitslowentry-levelprice,wasknownasthe“poorman’sPorsche,”andwasafailureinthemarket.Burberry(巴宝莉)coatsarenotsoldatdiscountstores.Credit-cardcompaniesoftenofferpromotionalgiftstocollegestudentsinordertoinducethemtogettheirfirstcard.

Lead-intaskFactorsofmarketinginthecasesNewAppleproductsareinitiallysoldinexclusiveApplestoresandonline.(place)ThePorsche914,duetoitslowentry-levelprice,wasknownasthe“