UNIT 1 UNDERSTANDING MARKETING 理解营销
理解营销 UNDERSTANDING MARKETING UNIT 1
Contents 1 Section I Special Terms 2 Section ll Text Study Section Ill Situational Dialogues Section IV Tasks ●
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Marketing Marketing is the process of planning and executing the pricing,promotion, and distribution of ideas,goods and services to create exchanges that satisfy individual and organizational goals. --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、商品和服务的定价、 促销和分销的规划与实施过程，目的是创造满足个人和组织目标的交换
Marketing Marketing is the process of planning and executing the pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. ——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、商品和服务的定价、 促销和分销的规划与实施过程，目的是创造满足个人和组织目标的交换”。 Section I Special Terms
Section I Special Terms Marketing Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. --Philip Kotler 市场营销 著名的营销大师菲利普科特勒侧认为：市场营销是个人和群体通过创造并 同他人交换产品和价值以满足需求和欲望的一种社会过程
Marketing Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. ——Philip Kotler 市场营销 著名的营销大师菲利普·科特勒则认为：市场营销是个人和群体通过创造并 同他人交换产品和价值以满足需求和欲望的一种社会过程。 Section I Special Terms
Section II Text Study Pre-reading questions 1.What is marketing? 2.Are marketing and sale the same things? 3.Why do we learn marketing?
1. What is marketing? Section II Text Study 2. Are marketing and sale the same things? Pre-reading questions 3. Why do we learn marketing?
Section II Text Study TextA Introduction to Marketing What is marketing?Almost every marketing textbook has a different definition of the term "marketing".The definition of marketing by AMA describes the nature of the process,from which we can see that: 1.Marketers help design products,finding out what customers want and what can practically be made with the available technology and given cost. 2.Marketers distribute products-there must be some efficient way to get the products from the factory to the consumer. 3.Marketers also promote products,and this is perhaps what we tend to think of first when we think of marketing.Promotion involves advertising- and much more
What is marketing? Almost every marketing textbook has a different definition of the term “marketing”. The definition of marketing by AMA describes the nature of the process, from which we can see that: 1. Marketers help design products, finding out what customers want and what can practically be made with the available technology and given cost. 2. Marketers distribute products—there must be some efficient way to get the products from the factory to the consumer. 3. Marketers also promote products, and this is perhaps what we tend to think of first when we think of marketing. Promotion involves advertising— and much more. Introduction to Marketing Section II Text Study Text A
Section II Text Study 4.The marketer needs to price the product to communicate a desired image of the product. 5.Marketing is applicable to services and ideas as well as to products.For example,accountants may need to market their tax preparation services to consumers. 6.Marketing focuses on the satisfaction of customer needs,wants and requirements. Marketing plays a major role in our daily lives.Each day is filled with consuming products made available by marketers We pay for marketing each time we buy a product.Marketing is responsible for developing,guiding and satisfying the demands of customers,which in turn improves our standard of living
4. The marketer needs to price the product to communicate a desired image of the product. 5. Marketing is applicable to services and ideas as well as to products. For example, accountants may need to market their tax preparation services to consumers. 6. Marketing focuses on the satisfaction of customer needs, wants and requirements. Marketing plays a major role in our daily lives. Each day is filled with consuming products made available by marketers. We pay for marketing each time we buy a product. Marketing is responsible for developing, guiding and satisfying the demands of customers, which in turn improves our standard of living. Section II Text Study
Section II Text Study New Words and Expressions definition promote describe n.定义 t.推广，促进 t.描写，记述 advertising marketer communicate n.广告业 n.市场营销人员 vt.沟通，传达 distribute applicable play a major role in... t分配，分发 adj.可适用的 在…中发操主要作用
New Words and Expressions play a major role in… 在……中发挥主要作用 promote vt. 推广，促进 advertising definition n. 定义 describe vt. 描写，记述 marketer n. 市场营销人员 distribute vt. 分配，分发 n. 广告业 vt. 沟通，传达 communicate adj. 可适用的 applicable Section II Text Study
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false(F) according to the above text. 1.There is only one definition for the term “marketing'”. [F] 2.Marketing is important to business. [T] 3.Promotion means advertising. [F] 4.Marketing is based on customer needs. [T] 5.There is no need for accountants to market their services to consumers. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. 1. There is only one definition for the term “marketing”. 2. Marketing is important to business. 3. Promotion means advertising. [ ] [ [ ] F ] T F 4. Marketing is based on customer needs. [ T ] 5. There is no need for accountants to market their services to consumers. [ F ] Section II Text Study
Section II Text Study Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1.nature 习A消费者 2.accountant B.本性 3.satisfaction 刀C.标准 4.available D.税 5.consumer yE.会计 6.image F.可获得的 7.standard G.满意 8.tax H.形象
Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1. nature 2. accountant 3. satisfaction 4. available 5. consumer 6. image 7. standard 8. tax A. 消费者 B. 本性 C. 标准 D. 税 E. 会计 F. 可获得的 G. 满意 H. 形象 Section II Text Study