unit1营销英语省公开课金奖全国赛课一等奖微课获奖课件

了解营销UNDERSTANDINGMARKETINGUNIT11/31ContentsSectionISpecialTerms1SectionIITextStudy2SectionIIISituationalDialogues3SectionIVTasks42/31MarketingMarketingistheprocessofplanningandexecutingthepricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.——AMA市场营销美国市场营销协会（AMA）曾提出：“市场营销是关于构思、商品和服务定价、促销和分销规划与实施过程，目标是创造满足个人和组织目标交换”。SectionISpecialTerms3/31MarketingMarketingisthesocialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers. ——PhilipKotler市场营销著名营销大师菲利普·科特勒则认为：市场营销是个人和群体经过创造并同他人交换产品和价值以满足需求和欲望一个社会过程。SectionISpecialTerms4/311.Whatismarketing?SectionIITextStudy2.Aremarketingandsalethesamethings?Pre-readingquestions3.Whydowelearnmarketing?5/31Whatismarketing?Almosteverymarketingtextbookhasadifferentdefinitionoftheterm“marketing”.ThedefinitionofmarketingbyAMAdescribesthenatureoftheprocess,fromwhichwecanseethat:1.Marketershelpdesignproducts,findingoutwhatcustomerswantandwhatcanpracticallybemadewiththeavailabletechnologyandgivencost.2.Marketersdistributeproducts—theremustbesomeefficientwaytogettheproductsfromthefactorytotheconsumer.3.Marketersalsopromoteproducts,andthisisperhapswhatwetendtothinkoffirstwhenwethinkofmarketing.Promotioninvolvesadvertising—andmuchmore.IntroductiontoMarketingSectionIITextStudyTextA6/314.Themarketerneedstopricetheproducttocommunicateadesiredimageoftheproduct.5.Marketingisapplicabletoservicesandideasaswellastoproducts.Forexample,accountantsmayneedtomarkettheirtaxpreparationservicestoconsumers.6.Marketingfocusesonthesatisfactionofcustomerneeds,wantsandrequirements.Marketingplaysamajorroleinourdailylives.Eachdayisfilledwithconsumingproductsmadeavailablebymarketers.Wepayformarketingeachtimewebuyaproduct.Marketingisresponsiblefordeveloping,guidingandsatisfyingthedemandsofcustomers,whichinturnimprovesourstandardofliving.SectionIITextStudy7/31NewWordsandExpressionsplayamajorrolein…在……中发挥主要作用promotevt.推广，促进advertisingdefinitionn.定义describevt.描写，记述marketern.市场营销人员distributevt.分配，分发n.广告业vt.沟通，传达communicateadj.可适用applicableSectionIITextStudy8/31Exercise1Decidewhetherthestatementsaretrue(T)orfalse(F)accordingtotheabovetext.1.Thereisonlyonedefinitionfortheterm“marketing”.Marketingisimportanttobusiness.Promotionmeansadvertising.[][[]]FTFMarketingisbasedoncustomerneeds.[]TThereisnoneedforaccountantstomarkettheirservicestoconsumers.[]FSectionIITextStudy9/31Exercise2MatchthewordsinthetablebelowwiththeircorrectChineseequivalents.natureaccountantsatisfactionavailableconsumerimagestandardtax消费者本性标准税会计可取得满意形象SectionIITextStudy10/31Exercise3Fillintheblankswiththeappropriateformofthewordsinbrackets.Marketing

(involve)anongoingprocess.Theenvironmentis“dynamic”.Thismeansthatthemarkettendstochange—whatcustomerswanttodayisnotnecessarilywhattheywanttomorrow.Forexample,salesofbeef

(decline)intheUnitedStatesbecauseconsumers

(become)healthoriented.SectionIITextStudyinvolvesaredeclininghavebecome11/31NobodyworeshoesonaPacificisland.Asalesmanfoundthiswhenhearrivedthere.“Theydonotneedshoes.Thereisnomarkethere,”hethought,andthenhelefttheisland.Anothersalesmancame.“Fantastic!”hethought,“Iftheislanders(岛上居民)knowthebenefitsofshoes,itisdefinitelyabigmarkethere.”Hedidsomefieldresearchanddrewtwoconclusionsfromit.First,itwashumidandhotontheisland.Second,theislandersweren’taccustomedto(不习惯于)wearingshoes.SellingShoestoIslandersSectionIITextStudyTextB12/31Helefttheislandandmadeareporttothecompany.Thecompanystudiedthesituationandthendesignedapairofspecialplasticslippers.Oneweeklater,thesalesmantooksomeslippersbacktotheisland.Heexplainedthebenefitsofwearingslippersandinvitedsomeislanderstotrythemon.Thesalesmanguaranteedthatallslipperscouldbereplacedwithnewonesifanyqualityproblemwasfoundwithinthreemonths.Infact,boththesalesmanandslipperswerewarmlywelcomedbytheislanders.Moreandmorepeoplehopedthatthesalesmancouldsellslipperstothem.SectionIITextStudy13/31Decidewhetherthestatementsaretrue(T)orfalse(F)accordingtotheabovetext.1.Thetwosalesmenwerefromthesamecompany.Theweatherwasnotsuitablefortheislanderstowearshoes.Theislandersfinallyrefusedtowearshoes.[][[]]FFFExercise4SectionIITextStudy14/31MarketingConsultingMikeisanewemployee(雇员)oftheABCCompany.TodayhehasatalkwithSteven,themanageroftheMarketingDepartment.Mike:Goodmorning,Steven.Steven:Goodmorning,Mike.Mike:MayIaskyousomequestionsaboutmarketing?Steven:Ofcourse.HowcanIhelpyou?Mike:Ihaveheardof“marketingmix”.Whatdoesitmean?Steven:Theterm“marketingmix”describesthecombinationofmarketingelementsusedinagivensituation.ItisoftensummarizedasthefourPs.TheyareProduct,Price,PlaceandPromotion.Mike:Canyoutellmealittlemoreaboutthem?SectionIIISituationalDialoguesDialogue115/31Steven:Productmeansthechoiceofwhatproductstosell,andtheafter-salesservice.Mike:Andprice?Steven:Choosingapricingstrategyandbeingawareoftheresponsesofcompetitors.Mike:Whataboutplace?Steven:Theselectingofsaleschannelsandtransportarrangements.Placeisalsoknownasdistribution(渠道).Mike:Doespromotionmeanadvertising?Steven:Morethanadvertising.Itincludesallofthetoolsavailabletothemarketerformarketingcommunication.Mike:Somarketingmixmustbeanimportantstrategyinmarketingactivities.Steven:Yes.Inordertosellproducts,acompanymustconsideralltheelementsinamarketingmix.Mike:Gotcha(懂了).Thankyou,Steven.Steven:Youarewelcome.SectionIIISituationalDialogues16/31ResearchonSettingupaNewSupermarketDavid:Excuseme,I’mamarketinginternofVM.Hereismybusinesscard.Nicetomeetyou.WouldyoumindifIaskyouafewquestions?Student:(Lookingatthecard)Oh,VM,that’safamoussupermarket.OK,butIhopeitwon’ttakelong.David:Thankyou!Howmanystudentsandfaculties(教职员)aretherealltogether?Student:About6,000.David:Doallofyouliveoncampus？Student:Mostofus,butsometeachersandstudentsliveoutside.VM,awell-knownchain(连锁)storegroup(集团)planstoopenasupermarketatavocational(职业)school.David,amarketingintern(实习生)ofthecompany,visitstheschoolandtalkstoastudent.Dialogue2SectionIIISituationalDialogues17/31David:Wheredoyouusuallygoshopping?Student:Therearesomesmallstoresnearby.Ioftenbuythingsthere.David:Whatdoyoubuyinmostcases?Student:Food,stationery,drinks,batteries,toothpaste,washingpowder,andsoon.David:Howmuchdoyouregularlyspendeachmonth?Student:About500RMB.David:Doesthatincludemeals?Student:Yes.David:Wouldyoulikeanewsupermarketatyourschool?Student:Ofcourse!David:Thankyouforansweringmyquestions.MayIgiveyouapenforyourprecioustime?Student:Great!Seeyou!David:Seeyou!SectionIIISituationalDialogues18/31Answerthefollowingquestionsaccordingtothedialogues.Exercise5SectionIIISituationalDialoguesTheterm“marketingmix”describesthecombinationofmarketingelementsusedinagivensituation.ItisoftensummarizedasthefourPs.TheyareProduct,Price,PlaceandPromotion.Morethanadvertising.Itincludesallofthetoolsavailabletothemarketerformarketingcommunication.2.Doespromotiononlymeanadvertising?1.Whatdoes“marketingmix”mean?19/31Answerthefollowingquestionsaccordingtothedialogues.5.WhatwillDavidprobablydonext?Exercise5SectionIIISituationalDialoguesHewillcontactmorestudentstofinishtheresearchandafterthatmakeareporttohiscompany.Apen.3.WhydoesDavidvisitthevocationalschool?Hiscompanywantstoopenanewsupermarketintheschool.4.WhatgiftdoesDavidgivethestudent?20/31Exercise6GroupdiscussionForexample:Question:Howmanystudentsandfacultiesaretherealltogether?Answer:About6,000.

Reason:Thenumberofpotentialcustomersnearbyisveryimportantfortherunningofasupermarket.Morecustomersmeanmoresales.Question:

Answer:

Reason:

InvitesomeclassmatestojoinyouinlistingallthequestionsthatDavidhasasked,andthenexplainwhyheaskedthosequestions.SectionIIISituationalDialoguesWouldyoumindifIaskyouafewquestions?Oh,VM,that’safamoussupermarket.OK,butIhopeitwon’ttakelong.Thisisapolitewaytobeginatalkandaskforhelp.21/31MarketingSkillsHowtodointerviewsinmarketingresearch？怎样在市场调查中做访谈？访谈之前，准备好要提问问题。问题设计应切合主题需要，防止无关问题。选择访谈对象应含有一定代表性。访谈开始，先表明自己身份和目标，以及受调查者可取得礼品。比如：Hello！MynameisJack.I’masalesmanoftheLightIndustrialProductsImportandExportCorporation.I’mheretodosomemarketresearchandofferafreegiftforafewminutesofyourtime.访谈过程中，注意由浅入深，不能一开始就问一些对方难以回答或敏感内容。比如：Howmuchdoyouspendmonthly?这类问题主要是调查目标用户消费能力，含有一定敏感性，最好在访谈快结束时再提出来。SectionIIISituationalDialogues22/31Completethequestionnaire.Exercise7DearFriends,VMhasmadeadecisiontoopenasupermarketatyourschool.Inordertooffergoodservicetothestudents,VMhasdesignedthefollowingquestionnairetofindoutwhatkindofgoodsthestudentsliketobuy.Thankyouverymuchforyourparticipation!SectionIVTasks23/31Drink饮料Pepsi-Cola()Coca-Cola()MineralWater()Tea()Snack小吃Cookie()Chocolate()HotDog()Peanut()DailyNecessity日用具Handkerchief()Shampoo()Toothpaste()Toothbrush()Stationery文具Pen()BallpointPen()CorrectionPen()Notebook()SportsGoods体育用具Basketball()Volleyball()Badminton()Football()Pleasemarktheimportanceofeachkindofgoodswithanumberfrom(themostimportant)to4(theleastimportant).哪些商品很受欢迎？21132322131434143424SectionIVTasks24/312.Whatotherconsumergoodsdoyouusuallybuy?Drinks:

Snacks:

DailyNecessities:

Stationery:

SportsGoods:

Others:

3.Whendoyouusuallygoshopping?4.Howmuchdoyouspendonshoppingeverymonth?A.Morning.B.Noon.C.Afternoon.D.Evening.E.Weekend.

milkicecreamclothes,slippersrubber,calculatortabletennis,boxingglovesmedicine✓✓250

RMB.SectionIVTasks25/31Choosetheproperwordstocompletetheexpressions.Exercise8Competitiveeffectivesuitableattractivestablestrong

市场营销主要内容是探讨怎样去——选择有吸引力细分市场Choosean

segmentmarket开发出适当产品Developa

product制订具竞争性价格Formulatea

price使用有效促销策略Utilizean

promotingstrategy建立稳定销售网络Setupa

salesnetwork

attractivesuitablecompetitive