复旦大学：《学术英语（管理科学）Academic English for Business》学术英语综合素养教学课件_Unit 2 Marketing Text A The business of marketing

Marketing Unit 2 Text A The business of marketing

Marketing Unit 2 Text A The business of marketing

Lead in What is marketing What are the important factors that can influence marketing

Lead in • What is marketing? • What are the important factors that can influence marketing?

Lead in Could you explain the following cases in marketing New apple products are initially sold in exclusive Apple stores and online The porsche(保时捷)914, due to its low entry-evel price, was known as thepoor man s porsche and was a failure in the market Burberry(巴宝莉) coats are not sold at discount stores Credit-card companies often offer promotional gifts to college students in order to induce them to get their first card

Lead in Could you explain the following cases in marketing: • New Apple products are initially sold in exclusive Apple stores and online. • The Porsche (保时捷) 914, due to its low entry-level price, was known as the “poor man’s Porsche,” and was a failure in the market. • Burberry (巴宝莉) coats are not sold at discount stores. • Credit-card companies often offer promotional gifts to college students in order to induce them to get their first card

Lead in New apple products are initially sold in exclusive Apple stores and online place The porsche 914, due to its low entry-level price was known as the "poor man's Porsche ,and was a failure in the market (price) Burberry coats are not sold at discount stores (place) Credit-card companies often offer promotional gifts to college students in order to induce them to get their first card. (people)

Lead in • New Apple products are initially sold in exclusive Apple stores and online. (place) • The Porsche 914, due to its low entry-level price, was known as the “poor man’s Porsche,” and was a failure in the market. (price) • Burberry coats are not sold at discount stores. (place) • Credit-card companies often offer promotional gifts to college students in order to induce them to get their first card. (people)

Lead in Get ready for taking in more knowledge about marketing from reading the text The business of marketing Source: The Fundamentals of Marketing (2009), by Edward russell

Lead in • Get ready for taking in more knowledge about marketing from reading the text “The business of marketing” • Source: The Fundamentals of Marketing (2009), by Edward Russell

Academic reading Definition of marketing given by professor Edward Russell In essence, marketing is 1. discovering and giving consumers what they want and need; and doing this at a profit

Academic reading Definition of marketing given by Professor Edward Russell • In essence, marketing is: • 1. discovering and giving consumers what they want and need; and • 2. doing this at a profit

Preparation Specialized terms manage customer maximize interest(para relationships(para.2,L3-12,4)利益最大化 4)管理客户关系 an established brand satisfy consumer (para.15,L1)知名品牌 requirements(para. 4, L2-. exclusive distribution 3)满足消费者需求 para. 17, L2 )独家经销 entice consumers to buy event marketing (para products(para. 8, L3 )WK 18,L3)事件营销 引消费者购买产品 cut the cost of ideal target market (para manufacturing(para. 20 12,L5)理想的目标市场 L4)减少生产成本

Preparation Specialized terms • manage customer relationships (para. 2, L3- 4) 管理客户关系 • satisfy consumer requirements (para. 4, L2- 3) 满足消费者需求 • entice consumers to buy products (para. 8, L3) 吸 引消费者购买产品 • ideal target market (para. 12, L5) 理想的目标市场 • maximize interest (para. 12, L4) 利益最大化 • an established brand (para. 15, L1) 知名品牌 • exclusive distribution (para. 17, L2) 独家经销 • event marketing (para. 18, L3) 事件营销 • cut the cost of manufacturing (para. 20, L4) 减少生产成本

Sentences 1. Para.7. L3 Manipulation is a charged word especially when we talk about manipulating people. However, manipulation is important because as a marketer i control each of the tools of marketing and manipulate them to maximize impact on the market manipulate: vt (disapproving) control or influence sb. often in a dishonest way so that they do not realize it 操纵,控制 2) control or use sth. in a skillful way(熟练地)操作,使 用 charged adj.(气氛)紧张的 maximize vt increase sth. as much as possible

Sentences 1. Para. 7, L3 • Manipulation is a charged word, especially when we talk about manipulating people. However, manipulation is important because as a marketer, I control each of the tools of marketing and manipulate them to maximize impact on the market. • manipulate: vt. • 1) (disapproving) control or influence sb., often in a dishonest way so that they do not realize it 操纵，控制 • 2) control or use sth. in a skillful way （熟练地）操作，使 用 • charged adj. （气氛）紧张的 • maximize vt. increase sth. as much as possible

Sentences 2. Para. 12. L4 Discovering your ideal target market and learning all you can about why they do what they do will help you determine the best way to present your product to maximize interest Sentence structure. Subject: discovering your ideal target market and learning all you can about why they target customers do what they do ° The rest part:wi‖ help you determine the best Way…

Sentences 2. Para. 12, L4 • Discovering your ideal target market and learning all you can about why they do what they do will help you determine the best way to present your product to maximize interest. Sentence structure: • Subject: discovering your ideal target market and learning all you can about why they (target customers) do what they do • The rest part: will help you determine the best way …

Sentences 2. Para. 12, L4 ● Paraphrase: If you can find out your ideal target market and try your best to understand the wants, needs and desires of the target customers it would be helpful for you to decide which is the best way to present your product, so that you can increase your profits as much as possible

Sentences 2. Para. 12, L4 • Paraphrase: • If you can find out your ideal target market and try your best to understand the wants, needs and desires of the target customers, • it would be helpful for you to decide which is the best way to present your product, • so that you can increase your profits as much as possible