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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
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