大学课件_商务英语精读_UNIT 2 MARKETING 市场营销.doc

Unit 2 The Marketing Concept 华南师范大学增城学院商务英语系 Marketing: activities intended to make and attract a profitable demand for a product by means such as ad., sales promotion, pricing, carrying out market research, and developing and testing new products. 市场拓展，市场营销 通过广告，促销，定价，市场调查，开发和试验新产品等各种方法为产品招徕顾客，以增加利润。 Marketing Concept：营销概念 Structure: Part 1 (P1－4) marketing and marketing concept: the latter is the philosophy (guideline) of the former P1: marketing: the definition, the purpose, and the environment P2: marketing concept P3: 1)the process of marketing (activities) 2) the goal of the marketing concept P4: topic sentence: the first sentence Part2 (p5－7) the development of marketing P5 the production era P6 sales era P7 marketing department era Part 1 P1:the definition, the purpose, and the environment of marketing Undertake: make oneself responsible for sth. 承担 Undertaking: work, etc that one has undertaken; task or enterprise 任务，事业，企业 e.g.: commercial, financial, etc. undertaking 商业，金融等企业 Small businesses are a risky undertaking. 小型企业要担很大的风险 Getting married is a serious undertaking. 结婚是件大事 2．Be designed for sb./sth.; be designed as sth.; be designed to do sth. : be made or planned for a particular purpose or use 为某目的或用途而制造或计划 3. facilitate: make sth. easy or less difficult expedite: hasten or speed up e.g.: expedite the building work 4. dynamic: adj. a dynamic person 精力充沛的人 n. the inner dynamic 内在力量 P2: some explanation of marketing concept 1. tenet, guideline 2．Coordinated：协调的 Concerted，harmonious，unisonous P3: the process and the goal keep pace with sb./sth.: move forward, develop or increase at the same rate (as sb./sth.) （与某人、物）并驾齐驱，齐头并进 e.g.: It’s important for a firm to keep pace with changes in the market. 对一个公司来说，能跟上市场的发展是很重要的。 Are wages keeping pace with inflation? 工资的增长跟得上通货膨胀的速度吗？ Strike a balance (between A and B): find a sensible middle point between two demands, extremes, etc.; compromise 找到折中办法；妥协 e.g.: It was difficult to strike the right