Unit 5

Marketing

— Text A

What Is Marketing?

Basic ConceptsBasic Concepts

1. What is the difference between market and 1. What is the difference between market and marketing? marketing? *Market: (made up of *Market: (made up of concreteconcrete thingsthings) — consists of ) — consists of * people or organizations with people or organizations with needs to needs to satisfysatisfy, , * money to spendmoney to spend, and , and the willingness to the willingness to spend itspend it. .

*Marketing: (an *Marketing: (an abstract processabstract process) — a social and ) — a social and * managerial process by which individuals and managerial process by which individuals and * groups obtain what they need and want through groups obtain what they need and want through * creating and exchanging products and value creating and exchanging products and value * with others. with others.

Basic ConceptsBasic Concepts

1-1. How was money invented? 1-1. How was money invented?

1-2. What are needs, wants and demands? 1-2. What are needs, wants and demands?

*How was the barter system formed? *How was the barter system formed?

*What are the defects of the barter system? *What are the defects of the barter system?

A simple exchange

More involved exchanges

Have to carry things about

Can not get change

Basic ConceptsBasic Concepts

2. What are the important elements of a company’s 2. What are the important elements of a company’s marketing program? marketing program?

Product, price, place and promotion — Product, price, place and promotion — the four Psthe four Ps, , also known as also known as the marketing mixthe marketing mix

1. What is the difference between market and 1. What is the difference between market and marketing? marketing?

Key words, phrases & usagesKey words, phrases & usages

in timein time

Example:Example:

We made it to the party We made it to the party in timein time. .

Translate:Translate:

In timeIn time I think she’ll realize how foolish she’s been. I think she’ll realize how foolish she’s been. Tina believed that, Tina believed that, given timegiven time, her business would , her business would become profitable.become profitable.

—— 1) early enough to do something 1) early enough to do something

—— 2)2) after a certain period of timeafter a certain period of time

In the past tenseIn the past tense “ 过了一段时间以后”In the future tenseIn the future tense “最终 / 迟早”（（ ==given tigiven ti

meme ））

—— 3) following the rhythm and speed (of a piece of music)3) following the rhythm and speed (of a piece of music)

Example:Example: Her body swayed Her body swayed in timein time with the music. with the music.

Key words, phrases & usagesKey words, phrases & usages

comprise comprise

—— 1) consist of particular parts, groups etc. 1) consist of particular parts, groups etc. 由…构成由…构成Example:Example: The United States The United States comprisescomprises 50 states. 50 states.

—— 2)2) toto form part of a larger groupform part of a larger group

Example:Example: Women Women comprisecomprise 44% of hospital medical staff. 44% of hospital medical staff.

The United States The United States consists of consists of 50 states. 50 states. The United States The United States is composed of is composed of 50 states. 50 states.

The United States The United States is made up of is made up of 50 states. 50 states.

the most informalthe most informal

Exporting and importing comprisecomprise the most fundamental international business activity.

the most formal wordthe most formal word

=constitute / make up=constitute / make up构成构成

barter n. /v. exchange goods without involving money 物物交换 , 易货

Example:Example: They barter grains for cloth. . We cannot barter away our principles

transaction n. the act of transacting within or between groups 交易

Example:Example:

1extensive transaction 巨额交易 2. cash transaction 现款交易 3. stock transaction 股票交易 4. credit transaction 赊账交易 5. bills transaction 票据行为

affection n. a positive feeling of liking; 喜爱 爱

慕之情 Example:Example:

fix one's affections upon sb. 钟情于某人 gain sb.'s affection [affections] 得到某人的

爱情

arouse v. call forth (emotions, feelings, and responses); 唤起

Example:Example:

We must arouse them to fight with enemies.

back v. give support 支持Example:Example:

Many of his friends backed his plan.

Can you back your story with facts?

bundle n. a collection of things wrapped or boxed together 捆 , 包 , 束

Example:Example:

The books were tied up in bundles of twenty.

multiple a. having or involving or consisting of more than one part or entity or individual 多重的 , 多种多样的

Example:Example:

The driver of the crashed car received multiple injuries.

variable n. something that is likely to vary; 变量

Example:Example:

Have you taken all the variables into account in your calculations?

Speed was a variable in the experiment.

middleman n. someone who buys large quantities of goods and resells to merchants rather t

han to the ultimate customers 中间商

Example:Example:

We approach the retailers directly, without any middleman.

assortment n. the act of distributing things into classes or categories of th

e same type 分类Example:Example:

Our store has a great assortment of candy.

enhance v. Increase 增强Example:Example:

The growth of a city often enhances the value of land close to it.

in terms of 就… . 而言Example:Example:

He thought of everything in terms of money.

be exposed to 暴露于 Example:Example:

This liquid is not to be exposed to air, for it will soon evaporate.

这种夜体不可暴露在空气中，因为它会很快蒸发掉。

Unit 5

Marketing

— Text B

SWOT Analysis — the First Step of Success in Marketing

Key words, phrases & usagesKey words, phrases & usages

perspectiveperspective—— a way of thinking about something, which is influenced a way of thinking about something, which is influenced by the kind of person you are or your experiencesby the kind of person you are or your experiences

Example:Example: We need to view the current crisis We need to view the current crisis from from a historical a historical perspectiveperspective.. The story is told The story is told from the perspective offrom the perspective of an ordinary an ordinary soldier. soldier. He says the death of his father has given him a new He says the death of his father has given him a new perspective onperspective on life. life.

from sb.’s perspectivefrom sb.’s perspective

from the perspective of sb.from the perspective of sb.

perspective on sth.perspective on sth.

Key words, phrases & usagesKey words, phrases & usages

facetfacet

—— 1) one of the flat sides of a cut jewel 1) one of the flat sides of a cut jewel

Example:Example: A round brilliant cut diamond has 58 A round brilliant cut diamond has 58 facetsfacets..

In India, where 92 percent of the world's smaller In India, where 92 percent of the world's smaller diamonds are cut, children are given the smallest stones diamonds are cut, children are given the smallest stones to work with because their eyes and fingers are better to work with because their eyes and fingers are better suited for seeing and shaping tiny suited for seeing and shaping tiny facetsfacets..

—— 2)2) A A facet offacet of something is a single part or aspect of it. something is a single part or aspect of it.

Example:Example: You’ve seen only one You’ve seen only one facet offacet of her character. her character. The caste system shapes nearly every The caste system shapes nearly every facet offacet of Indian Indian life.life.Synonym?Synonym? aspectaspect

DerivativeDerivative::

multi-faceted / many-facetedmulti-faceted / many-faceted— — consisting of many different partsconsisting of many different parts

Example:Example: The re-employment of laid off workers is a The re-employment of laid off workers is a multi-facetedmulti-faceted issue, and there are no easy answers.issue, and there are no easy answers.

Key words, phrases & usagesKey words, phrases & usages

falterfalter

Example:Example:

1)1) With With faltering stepsfaltering steps, the old washwoman left our , the old washwoman left our home.home.

—— 1) (1) (FormalFormal) to move in an unsteady way because you ) to move in an unsteady way because you suddenly feel weak or afraid suddenly feel weak or afraid

—— 2) become weaker and unable to continue in an 2) become weaker and unable to continue in an effective way effective way —— 3)3) speak in a voice that sounds weak and uncertain, speak in a voice that sounds weak and uncertain, and keeps stoppingand keeps stopping

踉跄 /蹒跚 /摇晃

2) The economy begins to 2) The economy begins to falterfalter. . 3) Laura’s voice 3) Laura’s voice faltered faltered as she tried to make an apology. as she tried to make an apology. 4) He never 4) He never faltersfalters in his determination to seek truth. in his determination to seek truth.

—— 4)4) become less certain and less determined that you become less certain and less determined that you want to do somethingwant to do something

变弱 /衰退结结巴巴、支支吾吾地说

犹豫、踌躇