年 UNIT 14 Marketing Management 营销管理
UNIT 14 营销管理 Marketing Management
Contents Section I Special Terms … 2 Section Il Text Study …0 3 Section Ill Situational Dialogues …● Section IV Tasks 4
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 Management Marketing management is the process of planning,organizing, implementing,and controlling marketing activities to facilitate exchanges effectively and efficiently. 营销管理 营销管理是指企业市场营销的计划、组织、执行和控制的过程，是企 业结合自身资源特点，根据外部环境变化，不断地制订、调整和修正营 销战略，以实现营销目标的管理活动
Section I Special Terms Marketing Management Marketing management is the process of planning, organizing, implementing, and controlling marketing activities to facilitate exchanges effectively and efficiently
Section I Special Terms Marketing Control Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary. 营销控制 营销控制是指对正在进行的计划实行监控并在必要时做出修改
Section I Special Terms Marketing Control Marketing control is the process of monitoring the proposed plans as they proceed and adjusting where necessary
Section II Text Study Pre-reading questions 1.What is marketing management? 2.Is marketing management very necessary? 3.Do you think marketing management profitable?
Section II Text Study Pre-reading questions 1. What is marketing management? 2. Is marketing management very necessary? 3. Do you think marketing management profitable?
Section II Text Study Text A Marketing Management A major role for marketing management is to encourage and reinforce a correct marketing orientation.The definition of marketing management has some important points: 1.Effectiveness is the degree to which an exchange helps achieve an organization's objectives. 2.Efficiency refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges. 3.Planning is a systematic process of assessing opportunities and resources,determining marketing objectives,developing marketing strategies and arranging for implementation and control
Section II Text Study A major role for marketing management is to encourage and reinforce a correct marketing orientation. The definition of marketing management has some important points: 1. Effectiveness is the degree to which an exchange helps achieve an organization’s objectives. Marketing Management Text A 2. Efficiency refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges. 3. Planning is a systematic process of assessing opportunities and resources, determining marketing objectives, developing marketing strategies and arranging for implementation and control
Section II Text Study 4.Organizing marketing activities involves developing the internal structure of the marketing unit. 5.Proper implementation of marketing plans stresses coordination of marketing activities,motivation of marketing personnel,and effective communication within the organization. 6.The marketing control process consists of establishing performance standards,comparing actual performance with established standards,and reducing the difference between desired and actual performance
Section II Text Study 4. Organizing marketing activities involves developing the internal structure of the marketing unit. 5. Proper implementation of marketing plans stresses coordination of marketing activities, motivation of marketing personnel, and effective communication within the organization. 6. The marketing control process consists of establishing performance standards, comparing actual performance with established standards, and reducing the difference between desired and actual performance
Section II Text Study 7.An effective control process has four requirements:It should ensure a rate of information flow that allows the marketing manager to check out quickly any difference between actual and planned levels of performance.It must accurately monitor various activities and be flexible enough to accommodate changes.The costs of the control process must be low compared to the costs that would occur without controls.The control process should be designed so that all staff members can understand it
Section II Text Study 7. An effective control process has four requirements: It should ensure a rate of information flow that allows the marketing manager to check out quickly any difference between actual and planned levels of performance. It must accurately monitor various activities and be flexible enough to accommodate changes. The costs of the control process must be low compared to the costs that would occur without controls. The control process should be designed so that all staff members can understand it
Section TI Text Study New Words and Expressions orientation effectiveness efficiency n.方向 n.效能，效果 n.效率 systematic determine implementation adi.系统的 t.决定，确定 n.实施 coordination monitor accommodate n.协调 t.监控 t适应 occur consist of... i发生 由组成
Section II Text Study New Words and Expressions monitor vt. 监控 effectiveness n. 效能， 效果 systematic orientation n. 方向 efficiency n. 效率 determine adj. 系统的 vt. 决定， 确定 implementation n. 协调 coordination accommodate vt. 适应 n. 实施 occur vi. 发生 consist of... 由……组成
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false(F) according to the above text. 1)Marketing management is to control the business.[F] 2)Planning is the first step of marketing management. [T] 3)The costs of the control process must be low compared to those without control. [T] 4)Marketing management will reduce the enthusiasm of sales people. [F] 5)Only managers have the responsibility to know the control process. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] F ] T T [ ] [ F ] Section II Text Study F 1) Marketing management is to control the business. 2) Planning is the first step of marketing management. 3) The costs of the control process must be low compared to those without control. 4) Marketing management will reduce the enthusiasm of sales people. 5) Only managers have the responsibility to know the control process