Marketing Unit 2 Text b the 5Ps in action
Marketing Unit 2 Text B The 5Ps in action
Academic reading Definition of marketing given by professor edward Russell(Text A) In essence marketing is 1. discovering and giving consumers what they want and need; and 2. doing this at a profit
Academic reading Definition of marketing given by Professor Edward Russell (Text A) • In essence, marketing is: • 1. discovering and giving consumers what they want and need; and • 2. doing this at a profit
Text a The business of marketing 5Ps of marketing The tree diagram on p. 29 People Product Price Place Promotion
Text A The business of marketing 5Ps of marketing • The tree diagram on p. 29 – People – Product – Price – Place – Promotion
Academic reading Text B The five ps in action Source: The Fundamentals of Marketing (2009), written by edward Russell
Academic reading Text B • The five Ps in action • Source: The Fundamentals of Marketing (2009), written by Edward Russell
Preparation Words and sentences 1. Para. 11.L4 Even today, whichever of the two companies reached a market first/ generally continues to dominate the categories/[that] they have in common For example, India is still a Unilever country, China is still a p&G country Paraphrase: The two companies, Unilever and p& G, have similar categories of products Even today, if one company first reached a market with certain categories then it can occupy the major market share of the categories For example, Unilever takes the major market share in india and p&G takes the leading role in the China market
Preparation Words and sentences 1. Para. 11, L4 • Even today, whichever of the two companies reached a market first / generally continues to dominate the categories/[that] they have in common. For example, India is still a Unilever country, China is still a P&G country. • Paraphrase: The two companies, Unilever and P& G, have similar categories of products. • Even today, if one company first reached a market with certain categories, then it can occupy the major market share of the categories. • For example, Unilever takes the major market share in India, and P&G takes the leading role in the China market
Preparation Words and sentences 2. Para. 12. L1 In the mid-1990s both companies began shedding or shutting down small or unprofitable businesses or brands they felt had maximized their potential shed: vt. get rid of shut down: phr. Stop opening for business Paraphrase: In the mid-1990s Unilever and p&G started to get rid of or close down small or unprofitable businesses or brands that they thought [these brands had used up the potential for development
Preparation Words and sentences 2. Para. 12, L1 • In the mid-1990s both companies began shedding or shutting down small or unprofitable businesses or brands they felt had maximized their potential. • shed: vt. get rid of • shut down: phr. Stop opening for business • Paraphrase: In the mid-1990s Unilever and P&G started to get rid of or close down small or unprofitable businesses or brands that they thought [these brands] had used up the potential for development
Preparation Words and sentences 3. Para. 17.L5 Manufacturers were then left trying to figure out how they could make the goods for the price Wal- Mart was willing to pay leave sb doing sth. make sb. remain in a particular condition> be left trying to figure out Paraphrase: Wal-Mart made manufacturers try to work out the way to produce goods at the price that meets Wal-Mart's pricing expectations
Preparation Words and sentences 3. Para. 17, L5 • Manufacturers were then left trying to figure out how they could make the goods for the price WalMart was willing to pay. • leave sb. doing sth.: make sb. remain in a particular condition be left trying to figure out • Paraphrase: Wal-Mart made manufacturers try to work out the way to produce goods at the price that meets Wal-Mart’s pricing expectations
Preparation Words and sentences 4 Para.17. l6 Sentence structure: This spurred the growth of offshore manufacturing/ closing thousands of factories in the U.S. and europe/ in favor of shipping manufacturing to less expensive manufacturing countries such as India and china spur:vt. make sth happen faster or sooner促进 offshore: adj. kept or located in a country that has more generous tax laws than other places 外的,境外的
Preparation Words and sentences 4. Para. 17, L6 • Sentence structure: This spurred the growth of offshore manufacturing/ closing thousands of factories in the U.S. and Europe/ in favor of shipping manufacturing to less expensive manufacturing countries such as India and China. • spur: vt. make sth. happen faster or sooner 促进 • offshore: adj. kept or located in a country that has more generous tax laws than other places 国 外的，境外的
Preparation Words and sentences 4 Para. 17.l6 Paraphrase: This promoted the development of offshore manufacturing and supported shipping manufacturing to less expensive manufacturing countries, such as India and ching As result, this practice closed down many factories in the U.S. and Europe
Preparation Words and sentences 4. Para. 17, L6 • Paraphrase: This promoted the development of offshore manufacturing and • supported shipping manufacturing to less expensive manufacturing countries, such as India and China. • As result, this practice closed down many factories in the U.S. and Europe
Preparation Words and sentences 5. Para. 20, L6 A goal was therefore set that you couldnt walk for more than two minutes in any direction in Madrid without seeing an outdoor billboard, a store window display, a logo on a shop door or an ad on the side of a city bus promoting tampax Sentence structure: double negative-.you couldn't do. without doing
Preparation Words and sentences 5. Para. 20, L6 • A goal was therefore set that you couldn’t walk for more than two minutes in any direction in Madrid without seeing an outdoor billboard, a store window display, a logo on a shop door or an ad on the side of a city bus promoting Tampax. • Sentence structure: double negative – … you couldn’t do … without doing …