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1、Unit2MarketingAimsTolistenandunderstandsignificanceofmarketingenvironment;Topracticelisteningforspecificinformationaboutmarketingmix;Topracticelisteningforgeneralideas.AimsContentsPartI.Warm-UpPartIIPromotionalcampaignPartIIIMarketingMix&ManagementPartIVMarketingSt
2、rategyContentsMarketinginvolvesfindingoutwhatyourcustomerswantandsupplyingittothemataprofit.Marketingishowyoudefineyourproduct,promoteyourproduct,distributeyourproducts,andmaintainarelationshipwithyourcustomers.Tobeaneffectivemarketer,onehastoknowaboutmarketingenvi
3、ronment,marketingmixaswellasmarketingstrategy.SituationPartI.Warm-UpTask1:Directions:Workwithyourpartneranddiscussthefollowingquestions:1.Generally,themarketingenvironmentincludesdemographicenvironment,economicenvironment,naturalenvironment,technologicalenvironment
4、,political&legalenvironmentandsocial&culturalenvironment.Doyouknowwhatelementsdemographicenvironmentinclude?2.Whyisitimportanttostudyelementsofdemographicenvironment?Reference:12Demographicenvironmentincludesvariablesofapopulation,suchasage,sex,educationlevel,incom
5、elevel,maritalstatus,occupation,religion,birthrate,deathrate,averagesizeofafamily,averageageatmarriage.2Knowingthedemographicenvironmentmeansknowingthecustomers,whichisessentialtomarketers.Itistheprerequisiteformarketingsegmentation.WordBankTask2Directions:Listento
6、amarketingmanagerexplainingdemographicmarketingenvironmenttoayoungintern.Asyoulisten,completethefollowingnotesusinginformationfromtherecording.Task2KEYSTask3Directions:Discusswithyourpartneraboutthesignificanceofstudyingotherelementsofmarketingenvironments.PartIIPr
7、omotionalcampaignTask1KEYSDirections:TwoemployeesfromMarketingDepartmentaretalkingaboutthepromotionalcampaignplan.Theydecidedtouseavarietyofmediaforfullcoverage.Lookatthefollowingpictureswhileyoulistenandtickthosemediathatareusedaccordingtowhatyouhear.Thenwritedown
8、themeansofthepromotionalcampaign.Task2KEYSDirectionsListentothedialogueagainandanswerthefollowingquestions.Task3Directions:Choosetwoofthefollowin
