学术英语(管理)含课后答案Unit.ppt

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1、学术英语管理Marketing2MarketingMarketingisapowerfulforcethatbuildsstrongglobalbrands.Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory.Inthisunit,wewilllearnaboutmarketingbothintheoryandinpractice.Unit2MarketingLead-inTex

2、tATextBTextCResearchingListeningSpeakingWritingUnitContentsUnit2MarketingLead-inActivityUnit2MarketingLead-inActivity1Thetoprungonthemarketingcareerladderis___________________________.2Youcanprepareyourselftomoveupinmarketingby:a__________________________;b________

3、__________________;c__________________________.3Reebok’sCMOmovedupthecareerladderandbecameit_______.Listentoashorttalkandcompletethefollowingsentences.chiefmarketingofficer(CMO)learningaboutthebottomlinefocusingoncustomersbeingserviceorientedNowlistenagainandcheckyou

4、ranswers.CEOTextA─CriticalthinkingandreadingOverviewBeyondtextDiscussion─Languagebuilding-upSpecializedvocabularySignpostlanguageFormalEnglishTheBusinessofMarketingUnit2MarketingUnit2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfivep

5、aragraphs.CriticalreadingandthinkingMarketingisanorganizationalfunctionandasetofprocessesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.—theAmericanMarketingAssociationMarket

6、ingreferstothecorebusinessphilosophythatdirectstheprocessesofidentifyingandfulfillingtheneedsofindividualsandorganizationsthroughexchangeswhichcreatesuperiorvalueforallparties.—theWorldMarketingAssociationUnit2MarketingTextAOverview—DefinitionFindoutthedefinitionsof

7、marketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisthemanagementprocessforidentifying,anticipatingandsatisfyingconsumerrequirementsprofitably.—theU.K.’sCharteredInstituteofMarketingInsummary,marketingis:a)discoveringandgivingconsumerswhattheywan

8、tandneed,andb)doingthisataprofit.TranslatethesedefinitionsofMarketing.Unit2MarketingTextAOverview—DefinitionCriticalreadingandthin