学术英语管理含课后答案unit2.pptxVIP

学术英语 管理 Marketing 2 Marketing Marketing is a powerful force that builds strong global brands. Every company and government in the world uses elements of marketing on a daily basis and has done so throughout history. In this unit, we will learn about marketing both in theory and in practice. Unit 2 Marketing Lead-in Text A Text B Text C Researching Listening Speaking Writing Unit Contents Unit 2 Marketing Lead-in Activity Unit 2 Marketing Lead-in Activity 1 The top rung on the marketing career ladder is ___________________________. 2 You can prepare yourself to move up in marketing by: a __________________________; b __________________________; c __________________________. 3 Reebok’s CMO moved up the career ladder and became it _______. Listen to a short talk and complete the following sentences. chief marketing officer (CMO) learning about the bottom line focusing on customers being service oriented Now listen again and check your answers. CEO Text A ─ Critical thinking and reading Overview Beyond text Discussion ─ Language building-up Specialized vocabulary Signpost language Formal English The Business of Marketing Unit 2 Marketing Unit 2 Marketing Text A Overview — Definition Find out the definitions of marketing from the first five paragraphs. Critical reading and thinking Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. — the American Marketing Association Marketing refers to the core business philosophy that directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties. — the World Marketing Association Unit 2 Marketing Text A Overview — Definition Find out the definitions of marketing from the first five paragraphs. Critical reading and thinking Marketing is the