ChapterElevenMarketingChapterElevenⅠTeachingobjectiveAfterthestudyofthischapter,thestudentsareexpectedto:Acquiresomevocabularyaboutmarketing;Graspsomeexpressionsforsalespromotionandafter-salesservice;Learnsomebasicknowledgeaboutmarketingatdifferentstages.ChapterElevenⅡBackgroundInformationMarketingistheprocessofgettingpeopleinterestedinyourcompany'sproductorservice.Thishappensthroughmarketresearch,analysis,andunderstandingyouridealcustomer’sinterests.Marketingpertainstoallaspectsofabusiness,includingproductdevelopment,distributionmethods,sales,andadvertising.

Modernmarketing

beganinthe1950swhenpeople

startedto

usemorethanjustprintmediatoendorseaproduct.AsTV--andsoon,theInternet--enteredhouseholds,marketerscouldconductentirecampaignsacrossmultipleplatforms.Andasyoumightexpect,overthelast70years,marketershavebecomeincreasinglyimportanttofine-tuninghowabusinesssellsaproducttoconsumerstooptimizesuccess.ChapterElevenⅡBackgroundInformation

Today,thereareliterallydozensofplacesonecancarryoutamarketingcampaign--

wheredoesonedoit

inthe21stcentury?TypesofMarketingWhereyourmarketingcampaignslivedependsentirelyonwhereyourcustomersspendtheirtime.It'suptoyoutoconductmarketresearchthatdetermineswhichtypesofmarketing--andwhichmixoftoolswithineachtype--isbestforbuildingyourbrand.Hereareseveraltypesofmarketingthatarerelevanttoday,someofwhichhavestoodthetestoftime:Internetmarketing:

Inspiredbyan

Excedrinproductcampaign

thattookplaceonline,theveryideaofhavingapresenceontheinternetforbusinessreasonsisatypeofmarketinginandof

ChapterElevenⅡBackgroundInformationitself.Searchengineoptimization:

Abbreviated"SEO,"thisistheprocessofoptimizingcontentonawebsitesothatitappearsinsearchengineresults.It'susedbymarketerstoattractpeoplewhoperformsearchesthatimplythey'reinterestedinlearningaboutaparticularindustry.Blogmarketing:

Blogsarenolongerexclusivetotheindividualwriter.Brandsnowpublishblogstowriteabouttheirindustryandnurturetheinterestofpotentialcustomerswhobrowsetheinternetforinformation.Socialmediamarketing:

BusinessescanuseFacebook,Instagram,Twitter,LinkedIn,andsimilarsocialnetworkstocreateimpressionsontheiraudienceovertime.ChapterElevenⅡBackgroundInformationPrintmarketing:

Asnewspapersandmagazinesgetbetteratunderstandingwhosubscribestotheirprintmaterial,businessescontinuetosponsorarticles,photography,andsimilarcontentinthepublicationstheircustomersarereading.Searchenginemarketing:

ThistypeofmarketingisabitdifferentthanSEO,whichisdescribedabove.Businessescannowpayasearchenginetoplacelinksonpagesofitsindexthatgethighexposure

totheiraudience(It'saconceptcalled"pay-per-click").Videomarketing:

Whiletherewereoncejustcommercials,marketersnowputmoneyintocreatingandpublishingallkindsofvideosthatentertainandeducatetheircorecustomers.ChapterElevenⅡBackgroundInformationMarketingandAdvertisingIfmarketingisawheel,advertisingisonespokeofthatwheel.Marketingentailsproductdevelopment,marketresearch,productdistribution,salesstrategy,publicrelations,andcustomersupport.Marketingisnecessaryinallstagesofabusiness'ssellingjourney,anditcanusenumerousplatforms,socialmediachannels,andteamswithintheirorganizationtoidentifytheiraudience,communicatetoit,amplifyitsvoice,andbuildbrandloyaltyovertime.ChapterElevenⅡBackgroundInformationOntheotherhand,advertisingisjustonecomponentofmarketing.It'sastrategiceffort,usuallypaidfor,tospreadawarenessofaproductorserviceasapartofthemoreholisticgoalsoutlinedabove.Putsimply,it'snottheonlymethodusedbymarketerstosellaproduct.Here'sanexample...Let'ssayabusinessisrollingoutabrandnewproductandwantstocreateacampaignpromotingthatproducttoitscustomerbase.Thiscompany'schannelsofchoiceareFacebook,Instagram,Google,anditscompanywebsite.Itusesallofthesespacestosupportitsvariouscampaignseveryquarterandgenerateleadsthroughthosecampaigns.ChapterElevenⅡBackgroundInformationTobroadcastitsnewproductlaunch,itpublishesadownloadableproductguidetoitswebsite,postsavideotoInstagramdemonstratingitsnewproduct,andinvestsinaseriesofsponsoredsearchresultsonGoogledirectingtraffictoanewproductpageonitswebsite.Now,whichoftheabovedecisionsweremarketing,andwhichwereadvertising?...ChapterElevenⅡBackgroundInformationTheadvertisingtookplaceon

Instagram

and

Google.Instagramgenerallyisn'tanadvertisingchannel,butwhenusedforbranding,youcandevelopabaseoffollowersthat'strimmedforagentleproductannouncementeverynowandagain.Googlewasdefinitelyusedforadvertisinginthisexample;thecompanypaidforspaceonGoogle--aprogramknownas

pay-per-click(PPC)

--onwhichtodrivetraffictoaspecificpagefocusedonitsproduct.Aclassiconlinead.ChapterElevenⅡBackgroundInformationWheredidthemarketingtakeplace?Thiswasabitofatrickquestion,asthemarketingwas

theentireprocess.ByaligningInstagram,Google,anditsownwebsitearounda

customer-focused

initiative,thecompanyranathree-partmarketingcampaignthatidentifieditsaudience,createdamessageforthataudience,anddelivereditacrosstheindustrytomaximizeitsimpact.

(From:/marketing/what-is-marketing)ChapterElevenⅡBackgroundInformationNotestobackgroundinformation:Internetmarketing網絡營銷searchengineoptimization搜索引擎優化blogmarketing博客營銷socialmediamarketing社交媒體營銷printmarketing印刷營銷searchenginemarketing搜索引擎營銷videomarketing視頻營銷beexclusiveto專為…所獨有；獨家ChapterElevenⅡBackgroundInformationNotestobackgroundinformation:pertainto與…...直接相關，有關optimize使優化fine-tuning微調，細調exposureto暴露于entertain使娛樂entail使必要，需要holistic全盤的，整體的rollout推出（新產品、服務等）beprimedfor為……做好準備align與一致，結盟ChapterElevenⅢWordsandexpressionsDialogue1gobankrupt破產inthered有赤字，虧空，虧損recover/r?'k?v?/v.恢復contribute/k?n'tr?bju?t;'k?ntr?bju?t/v.

促成cosmetics/kɑz'm?t?ks/n.化妝品endorse/?n'd??s/v.為…廣告代言makeapitchfor為…作宣傳icon/?a?k?n/n.偶像，崇拜對象ChapterElevenⅢWordsandexpressionsDialogue1prospect/'pr?spekt/n.潛在客戶affordableadj.買得起的orchestrate/???k?stre?t/v.精心安排forgood永遠thestrokeofgoodluck好運ChapterElevenSupplementaryusefulwordsandexpressionsadaptivepositioning適應性定位advertisingandmarketsegmentation廣告與市場細分advertisingreach廣告接受人數aftertests事后測試annualmarketingplan年度營銷計劃behaviouralanalysis行為分析blanketpurchaseorder一攬子采購合同brandawareness品牌意識/認知brandpositioning品牌定位brandrecognition品牌識別cashdiscounts現金折扣ChapterElevenⅢWordsandexpressionsDialogue2preferential/pref?'ren?(?)l/policies優惠政策patron/'pe?tr?n/n.顧客，老主顧compensation/k?mpen'se??(?)n/n.補償recommend/rek?'mend/v.推薦feature/?fi?t??(r)/v.以為特色nanometer/'ne?n?mi:t?/n.納米chipn.芯片breakthroughn.突破dual/'dju??l/adj.雙的，兩部分的ChapterElevenⅢWordsandexpressionsDialogue2excel/?k'sel/v.擅長;勝過（他人）battery/'b?tri/n.電池deliver/d?'l?v?/v.實現charge

v.給(電池)充電nuisance/'nju?s(?)ns/n.麻煩事heavyuser重度使用者ChapterElevenSupplementaryusefulwordsandexpressionscataloguesales目錄銷售channelofdistribution分銷渠道clothingretailers服裝零售商compensationdeals補償處理competitiveadvantage競爭優勢complainthandling投訴處理consumergoods消費品costreductions降低成本產品customerloyalty顧客忠誠度differentiatedmarketing差異化營銷directmarketing直接營銷ⅣKeystotheexercises

1.Matchthewordsontheleftsidewiththoseontherighttomakecommonterms.Sometimes,thewordsontheleftcanbematchedwithmorethanonewordontheright.

Customerloyalty/profile

Marketshare/research

Marketingcampaign/mix

Advertisingbudget

Brandimage/awareness

Productpromotion/development/line

ChapterElevenChapterElevenⅣKeystotheexercises2.Herearefivesituationsthatarerelatedwithmarketing.1)Matcheachsituationtooneoftheoptionsintheboxabove.A2B4C3D4E12)Haveadiscussionontheadvantagesofsocialmediamarketing.(omitted,open-endeddiscussion)ⅣKeystotheexercises

3.Interpretthefollowingsentences.

1)InterpretthefollowingChinesesentencesintoEnglish.

(1)Ourproductsaretargetedatyoungcustomers,soourchallengeishowtobuildcustomerloyalty.

(2)Theverylowsalesofourproductswereprobablyduetothehighpricingattheintroductoryphase.

(3)Ifyouhaveanyquestions,Icanhelpyouanswerthemnow,orIcanhaveourofficecontactwithyoulater.

(4)I’mcallingtoseeifyouareinterestedinourpromotiono