学术英语(管理类) Unit 2 marketing.ppt

《学术英语(管理类) Unit 2 marketing.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、学术英语管理Marketing2MarketingMarketingisapowerfulforcethatbuildsstrongglobalbrands.Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory.Inthisunit,wewilllearnaboutmarketingbothintheoryandinpractice.Unit2Marketing

2、Lead-inTextATextBTextCResearchingListeningSpeakingWritingUnitContentsUnit2MarketingLead-inActivityUnit2MarketingLead-inActivity1Thetoprungonthemarketingcareerladderis___________________________.2Youcanprepareyourselftomoveupinmarketingby:a________________

3、__________;b__________________________;c__________________________.3Reebok’sCMOmovedupthecareerladderandbecameit_______.Listentoashorttalkandcompletethefollowingsentences.chiefmarketingofficer(CMO)learningaboutthebottomlinefocusingoncustomersbeingserviceori

4、entedNowlistenagainandcheckyouranswers.CEOTextA─CriticalthinkingandreadingOverviewBeyondtextDiscussion─Languagebuilding-upSpecializedvocabularySignpostlanguageFormalEnglishTheBusinessofMarketingUnit2MarketingUnit2MarketingTextAOverview—DefinitionFindoutth

5、edefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditss

6、takeholders.—theAmericanMarketingAssociationMarketingreferstothecorebusinessphilosophythatdirectstheprocessesofidentifyingandfulfillingtheneedsofindividualsandorganizationsthroughexchangeswhichcreatesuperiorvalueforallparties.—theWorldMarketingAssociationUn

7、it2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisthemanagementprocessforidentifying,anticipatingandsatisfyingconsumerrequirementsprofitably.—theU.K.’sCharteredInstituteofMar

8、ketingInsummary,marketingis:a)discoveringandgivingconsumerswhattheywantandneed,andb)doingthisataprofit.TranslatethesedefinitionsofMarketing.Unit2MarketingTextAOverview—DefinitionCriticalreadingandthin