学术英语(管理)含课后答案unit_2

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1、学术英语管理Marketing2MarketingMarketingisapowerfulforcethatbuildsstrongglobalbrands.Everycompanyandgovernmentintheworlduseselementsofmarketingonadailybasisandhasdonesothroughouthistory.Inthisunit,wewilllearnaboutmarketingbothintheoryandinpractice.Unit2MarketingLead-inTextATextBTextCResearch

2、ingListeningSpeakingWritingUnitContentsUnit2MarketingLead-inActivityUnit2MarketingLead-inActivity1Thetoprungonthemarketingcareerladderis___________________________.2Youcanprepareyourselftomoveupinmarketingby:a__________________________;b__________________________;c____________________

3、______.3Reebok’sCMOmovedupthecareerladderandbecameit_______.Listentoashorttalkandcompletethefollowingsentences.chiefmarketingofficer(CMO)learningaboutthebottomlinefocusingoncustomersbeingserviceorientedNowlistenagainandcheckyouranswers.CEOTextA─CriticalthinkingandreadingOverviewBeyondte

4、xtDiscussion─Languagebuilding-upSpecializedvocabularySignpostlanguageFormalEnglishTheBusinessofMarketingUnit2MarketingUnit2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisanorganizationalfunctionandasetof

5、processesforcreating,communicatinganddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.—theAmericanMarketingAssociationMarketingreferstothecorebusinessphilosophythatdirectstheprocessesofidentifyingandfulfillingtheneedsofindiv

6、idualsandorganizationsthroughexchangeswhichcreatesuperiorvalueforallparties.—theWorldMarketingAssociationUnit2MarketingTextAOverview—DefinitionFindoutthedefinitionsofmarketingfromthefirstfiveparagraphs.CriticalreadingandthinkingMarketingisthemanagementprocessforidentifying,anticipating

7、andsatisfyingconsumerrequirementsprofitably.—theU.K.’sCharteredInstituteofMarketingInsummary,marketingis:a)discoveringandgivingconsumerswhattheywantandneed,andb)doingthisataprofit.TranslatethesedefinitionsofMarketing.Unit2MarketingTextAOverview—DefinitionCriticalreadingandthin