第单元营销策略

第4单元　营销策略
Unit 4 Marketing Strategy

Text A

Ⅰ．课文导读

当代的公司，国内的或是国际的，不论规模大小，营利或是非营利，都非常重视市场营销。过去，人们将市场营销看作是销售和广告。然而，市场营销应该包含诸多活动于其中，而这些活动是被设计来满足消费者需求的。现代市场营销策略，是以顾客的需要为出发点，根据获得的顾客需求量以及购买力等信息、商业界的期望值，有计划地组织各项经营活动，通过相互协调一致的产品策略、价格策略、渠道策略和促销策略，来获取更大利益。

Ⅱ．Text

Marketing，more than any other business function，dealswith customers．Understanding，creating，communicating，and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice．Marketing is the delivery of customer satisfaction at a profit．It can also be defined asmanagingmarkets to bring about exchanges and relationships for the purpose of creating value and satisfying needs and wants of consumers．The twofold goal of marketing is to attract new customer by promising superior value and to keep current customers by delivering satisfaction．

Wal-Mart^[1]has become the world's largest retailer by delivering on its promise，“Always low prices—always．”FedEx^[2]dominates the U．S．small-package freight industry by consistently making good on its proMise of fast，reliable small-package delivery．Ritz-Carlton^[3]promises and delivers truly“memorable experiences”for its hotel guests．Coca-Cola，the world's leading soft drink，delivers on the simple but enduring promise，“Always Coca-Cola”—always thirstquenching，always good with food，always cool，always a partof your life．These and other highly successful companies know that if they take care of their customers，market share and profits will follow．

Sound marketing is critical to the success of every organization-large or small，for-profit or not-for-profit，domestic or global．Large for-profit firms such as Microsoft，Sony，FedEx，Wal-Mart，IBM，and Marriott^[4]usemarketing．But so do not-for-profitorganizations such as colleges，hospitals，museums，symphony orchestras，and even churches．Moreover，marketing is practiced not only in the United States but also in the rest of the world．Most countries in North and South America，Western Europe，and Asia have well-developed marketing systems．Even in Eastern Europe and other parts of theworld wheremarketing has long had a bad name，dramatic political and social changes have created neWopportunities formarketing．Business and government leaders in most of these nations are eager to learn everything they can aboutmodernmarketing practices．

You already know a lot aboutmarketing—it's all around you．You see the results ofmarketing in the abundance of products in your nearby shoppingmall．You seemarketing in the advertisements that fill your TV，spice up^[5]yourmagazines，stuff yourmailbox，or enliven your Internet pages．At home，at school，where you work，and where you play，you are exposed to marketing in almost everything you do．Yet，there is much more to marketing than meets the consumer's casual eye．Behind it all is amassive network of people and activities competing for your attention and purchasing dollars．

Today，marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs．Selling occurs only after a product is produced．By contrast，marketing starts long before a company has a product．Marketing is the homework thatmanagers undertake to assess^[6]needs，measure their extent and intensity，and determine whether a profitable opportunity exists．Marketing continues throughout the product's life，trying to find new customers and keep current customers by improving product appeal^[7]and performance，learning froMproduct sales results．If themarketer does a good job of understanding customer needs，develops products that provide superior value and prices，distributes，and promotes^[8]theMeffectively，these productswill sell very easily．Thus，selling and advertising are only part of a larger“marketingMix”—a set ofmarketing tools thatwork together to affect the marketplace．

We define marketing Mix as the set of controllable，tactical marketing tools that the firMblends to produce the response itwants in the targetmarket．Themarketingmix consists of everything the firMcan do to influence the demand for its product．The many possibilities can be collected into four groups of variables known as the“Four‘P's”:product，price，place，and promotion．Productmeans the goods-and-service combination the company offers to the targetmarket．Price is the amount of money customers have to pay to obtain the product．Place includes company activities thatmake the product available to target consumers．Promotion covers activities that communicate themerits of the product and persuade target customers to buy it．

Some critics feel that the Four‘P'smay oMit and underemphasize certain important activities．For example，they ask，“Where are services？”That they don't startwith a‘P’doesn't justify oMitting them．There is another concern，however，that is valid．It holds that the Four‘P’concept takes the seller's vieWof themarket，not the buyer's view．FroMthe buyers'viewpoint，in the age of connectedness，the four‘P’Might be better described as the Four‘C's:customer solution，customer cost，convenience，communication．

Thus whilemarketers see themselves as selling a product，customers see themselves as buying value or a solution to their problem．Customers are interested inmore than the price;they are interested in the total costs of obtaining，using，and disposing^[9]of a product．Customerswant the product and services to be as conveniently available as possible．Finally，they want two-way communication．Marketerswould do well to first think through the four‘C’and then build the four‘P’on the platform．

Themost basic concept underlying marketing is that of human needs．Human needs are states of felt deprivation^[10]．They include basic physical needs for food，clothing，warMth，and safety;social needs for belonging and affection;and individual needs for know ledge and self-expression．These needs are not invented by marketers; they are a basic part of human makeup．

Wants are the forMhuman needs take as they are shaped by culture and individual personality．An American needs food but wants hamburgers，French fries，and soft drink．A person in Mauritius^[11]needs food butwants amango，rice，lentils，and beans．Wants are shaped by one's society and are described in terms of objects thatwill satisfy needs．

People have almost unlimited wants but limited resources．Thus，they want to choose products that provide themost value and satisfaction for theirmoney．When backed by buying power，wants become demands．Consumers view products as bundles of benefits and choose products that give theMthe best bundle for theirmoney．A Honda Civic^[12]means basic transportation，affordable price，and fuel economy;a Lexus^[13]means coMfort，luxury，and status．Given their wants and resources，people demand productswith the benefits that add up to themost satisfaction．

Outstanding marketing companies go to great lengths to learn about and understand their customers'needs，wants and demands．They conduct consumer research about consumer likes and dislikes．They analyze customer inquiry，warranty^[14]，and service data．They observe customers using their own and competing products and train salespeople to be on the lookout for unful-filled customer needs．

In these outstanding companies，people atall levels—including top management—stay close to customers．For example，top executives froMWal-Mart spend two days each week visiting stores and Mingling with customers．At Disney world，managers spend a week each year on the front line—taking tickets，selling popcorn，or loading and unloading rides．At AT＆T^[15]，CEO C．Michael Armstrong often visits one of the company's customer service centers to get a better sense of the problems and frustration that customersmay face．At Marriot，to stay in touch with customers，Chairman of the Board and President Bill Marriot personally reads some 10 percent of the 8，000 letters and 2 percent of the 750，000 guest comment cards subMitted by customers each year．Understanding customer needs，wants and demands in detail provides important input^[16]for designing marketing strategies．

Ⅲ．Notes

1．Wal-Mart Stores，Inc．(沃尔玛公司)．Branded asWalmart since 2008 and Wal-Mart before then，it is an American public multinational corporation that chains of large discount department stores and warehouse stores．The company is the world's 18th largest public corporation，according to the Forbes Global2000 list，and the largest public corporation when ranked by revenue．It is also the biggest private employer in the world with over 2 million employees，and is the largest retailer in the world．

2．The Ritz-Carlton(利兹卡尔顿酒店)．It is a brand of luxury hotels and resorts with 75 properties located in major cities and resorts in 24 countries worldwide．It also has major service training operations in its Ritz-Carlton Learning Institute and Ritz-Carlton Leadership Center，created by Ritz-Carlton executive(emeritus) Leonardo Inghilleri，where nearly 50，000 executives froMother companies worldwide have been trained in the Ritz-Carlton principles of service．The Ritz-Carlton Hotel Company LLC is now awholly owned subsidiary of Marriott International．The Ritz-Carlton Hotel Company currently has 32，000 employees．The Ritz-Carlton headquarters are found in Chevy Chase，Maryland，a community along the border of Washington，D．C．．

3．Marriott International，Inc．(万豪国际)(NYSE:MAR)．It is a worldwide operator and franchisor of a broad portfolio of hotels and related lodging facilities．Founded by J．willard Marriott，the company is now led by son J．W．(Bill) Marriott，Jr．Today，Marriott International has about3，150 lodging properties located in the United States and 68 other countries and territories．

4．AT＆T Inc．(美国电信公司)(sometiMes stylized as at＆t;NYSE:T，for“telephone”)．it is an American multinational telecommunications corporation headquartered in Whitacre Tower，Dallas，Texas，United States．It is the largest provider ofmobile telephony and fixed telephony and in the United States，and is also a provider of broadband and subscription television services．As of 2010，AT＆T is the 7th largest company in the United States by total revenue，aswell as the 4th largestnon-oil company in the US(behind Walmart，General Electric and Bank of America) In 2011，Forbes listed AT＆T as the 14th largest company in the world by market value and the 9th largest non-oil company in theworld by market value．It is the 20th largestmobile telecoMoperator in the world with over 100．7 Million mobile customers．

5．Marketing Mix(市场营销组合)．The term“marketing mix”was coined in 1953 by Neil Borden in his American Marketing Association presidential address．However，this was actually a reformulation of an earlier idea by his associate，James Culliton，who in 1948 described the role of themarketing manager as a“Mixer of ingredients”．Themarketing Mix(price，product，distribution，promotion) forms the entire promotional campaign．

6．Four‘P's．Elements of themarketing mix are often referred to as the“Four‘P's”，a phrase used since the 1960's．A prominentmarketer，E．Jerome McCarthy，proposed a Four‘P’classification in 1960，which has seen wide use．

7．Four‘C's．Robert F．Lauterborn proposed a four C classification in 1993．The Four ‘C'smodel ismore consumer-oriented and attempts to better fit themovement froMmassmarketing to nichemarketing．

Ⅳ．Useful Expressions

1．at the very heart of:在实质上;其核心

2．freight industry:货运业

3．spice up:增加趣味

4．go to great lengths:不顾一切;竭尽全力

5．on the lookout for:当心，提防

6．thirst-quenching:止渴的

7．stay in touch with:与……保持联系

8．mingle with:与……在一起

Ⅴ．Reading Comprehension

Questions

1．What is the definition ofmarketing？2．What consists of themarketing mix？

3．What is themajor difference between the Four‘P's and the Four‘C's？4．What are the basic human needs？

5．What's the difference between customer's needs，wants and demands？

Decide whether each of the following statements is true or false．

1．Creating value and satisfying needs and wants of consumers are vital in marketing．(　)

2．Customers create superior value formarketing．　(　)

3．Wal-Mart is to attract customers by proMising“A lways low prices—always．”(　)

4．Sound marketing is critical to the success of every organization around the world．(　) 5．Countries in Eastern Europe despisemarketing．　(　) 6．Only the process of selling products needsmarketing．　(　) 7．“Marketingmix”refers to a set ofmarketing toolsworking together to affect themarketplace．　(　)

8．Four‘P’conceptmeans the same as the Four‘C's．　(　)

9．Understanding customer needs，wants and demands in detail provides important input for designing marketing strategies．　(　)

10．All human needs are invented by marketers．　(　)

Ⅵ．Discussion

Discuss and illustrate that human needs are shaped by culture．

Text B

BEC Reading Texts

PART ONE

Questions 1—8

·Look at the statements below and the five extracts aboutmarketing froMan article．

·Which extract(A，B，C，D or E) does each statement(1—8) refer to？

·For each statement(1—8)，make one letter(A，B，C，D or E) on your Answer Sheet．

·You will need to use some of these lettersmore than once．

1. Marketers should already be familiar with how to communicate theirmessages across a variety ofmediums．

2. Marketing managers also develop pricing strategies to help firmsmaximize profits and market share while ensuring that the firms'customers are satisfied．

3. In collaboration with sales，product development，and other managers，they monitor trends that indicate the need for new products and services and they oversee product development．

4. In the United States alone 9 outof 10 people carry amobile device according to research done by MobiThinking．

5. Somarketers should build their awareness of different cultures and respective sensitivities．

6. Specifically we have something to learn froMHollywood，which Ibelievemay serve us as a kind of laboratory．

7. At present，SMSmarketing is considered to be one of themore directand personal forms ofmarketing．

8. So marketers have something to learn froMnon marketers．

A. SMSmarketing ismarketing using amobile phone．SMS stands for shortmessage server，otherwise known as textmessaging．In short SMSmarketing is done using amobile device to transfermarketing communication to interested consumers．It's an area that is gaining a great deal of interest by businesses both small and large．

B. In a perfectworld，every brand would contain a variety ofmeanings，the better to speak to a variety of consumers．The trouble with stuffing the brand this way is that themeaning that works for one consumer can bewilder or antagonize the next．Building a brand withmany meanings can sometimes fail spectacularly．Everyone creating popular culture is trying to solve this question．

C. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services．with the help of lower levelmanagers，including product developmentmanagers and market research managers，marketing managers estimate the demand for products and services offered by the firMand its competitors and identify potential markets for the firm's products．

D. Marketers should also be aware of the competition that they will face when pursuing a position at amedia company．Typically，marketersmust have a plethora of solid experience and a vast understanding of themedia industry and the specific changes impacting the industry they are looking to work in．

E. Convergence has significantly blurred the lines between print，internet，television and radio．Messaging that used to be tailored for one outletwill now have to be adjusted for awider audience．Further，the accessibility of the internet has created a very diverse and global customer base．

PART TWO

Questions 9—14

·Read the text about the difference between Marketing＆Advertising ·Choose the best sentence to fill each of the gaps．

·For each gap(9—14)，mark one letter(A-H) on your Answer Sheet．·Do not use any lettermore than once．

Marketing vs．Advertising:W hat's the Difference？

You will often find that many people confuse marketing with advertising or vice versa．(9)．．．Knowing the difference and doing your market research can put your company on the path to substantial grow th．

(10)．．．and then I'll go into the explanation of how marketing and advertising differ from one another:

Advertising:The paid，public，non-personal announcement of a persuasivemessage by an identified sponsor; the non-personal presentation or promotion by a firMof its products to its existing and potential customers．

Marketing:The systematic planning，implementation and control of aMix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products．

(11)．．．that people think of theMas one-in-the same，so lets break it down a bit．

Advertising is a single component of themarketing process．It's the part that involves getting the word out concerning your business，product，or the services you are offering．It involves the process of developing strategies such as ad placement，frequency，etc．Advertising includes the placement of an ad in suchmediums as newspapers，directmail，billboards，television，radio，and of course the Internet．(12)．．．with public relations following in a close second and market research not falling far behind．．

The bestway to distinguish between advertising andmarketing is to think ofmarketing as a pie，inside that pie you have slices of advertising，market research，media planning，public relations，product pricing，distribution，customer support，sales strategy，and community involvement．(13)．．．(14)．．．Marketing is a process that takes time and can involve hours of research for amarketing plan to be effective．Think ofmarketing as everything that an organization does to facilitate an exchange between company and consumer．

A. Let's start off by reviewing the formal definitions of each

B. All of these elementsmust notonly work independently but they alsomustwork together towards the bigger goal．

C. Advertising only equals one piece of the pie in the strategy

D. While both components are important they are very different

E. Advertising is the largest expense ofmostmarketing plans

F. Advertising can be defined as a way to publicize the information consumers need

G. After reading both of the definitions it is easy to understand how the difference can be confusing to the point

H. We can come a conclusion that all the elements are important for advertisers to note

PART THREE

Questions 15—20

·Read the following article on the reasonswhy customers don't buy froMyou．

·For each question(15—20) mark one letter(A，B，C or D) on your Answer Sheet for the answer you choose．

Are you spending timemarketing your product，but still not selling asmuch as you would like？The truth is consumers have needs and steps that they go through and that persuades them to buy．If yourmarketing is notmeeting those requirements it is probably the reasons your product is not selling．As consumers we are not just persuaded by the“price”of a product，we are moved by the benefits of the productand what it can do for us; that's our reason for purchasing．If you are finding that you are having difficulty in selling your product youmay want to consider the following reasonswhy consumers don't buy and evaluate how you can do better atmarketing your products in a way that converts consumers into your customers．They are not aware of your product．

Consumers cannot purchase products they are not aware of．If you aremarketing，but consumers still don't know about your product itmay be time to evaluatewhy it's notworking．Are you targeting the rightmarket with your message？Is your message reaching those that would have an interest in your product？It's important to remember that the solution is notalwaysmore marketing，because the probleMmay lie with where you are marketing at，and whatmarketing vehicles you are using．They don'tunderstand the benefits of your product．Consumers don'tbuy products solely based on price．Now，this does notmean that they don't factor in price，they do．Consumers buy based on the benefits your product brings them．If you asked your customers what the benefits of your product are，would they know？This is important．Yourmarketingmust be centered on the benefits for your product in order for consumers to take an interest in purchasing your product．Create a list of the top three benefits of your product and use those in your marketing message．They don't feel your product has perceived value．Consumers will not buy products that they perceive as having no value．Why should customers value your product？You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product．If a customer cannot see value they will simply pass your product by．You must create that perceived value in your marketing message．They don't see how your productmeets their needs．

We've talked about benefits and perceived value，now let's talk about needs．Do consumers know how your productmeets their needs？Does itmake their life easier，save theMtime，and make theMfeel better？What need does your product satisfy？You have to tell consumers that，don'tmake theMguess or come up with the answer on their own，tell theMand help educate theMon why they need your product．

15. Which is not one of themain reasons that the consumers do not buy your products？

A. The consumers don't find the way to know your product．

B. The practicability of the product is not obvious．

C. The product of othermarketer has amore favorable price．

D. Consumers don't buy anything which they think is of no value．

16. What do we learn about froMthe first paragraph？

A. The consumers don'twant to buy froMyou because you applied inappropriate ways in marketing the product．

B. It is the benefits of the product that attract the customers to pay for it．

C. A marketer should learn to summarize the reasons froMthe failuremarketing．

D. Meeting the customers' requirements appears to be of most importance in marketing techniques．

17. What does the authormean by saying“create a perceived value in yourmarketingmessage”？

A. Itmeans that you should create a seductive message about the product to attract the consumers'attention．

B. It refers to the benefits and requirements that consumerswant froMthe product．

C. It advises themarketers to use the benefits of your product to advertise．

D. It is the only way that the customers can see how your productmeets their needs．

18. Which is the essential concern that a customer buy a product？

A. The customer really need it．

B. It has a perceived value．

C. It has a favorable price．

D. The benefit of it sounds good．

19. A success productmarketing is determined by_______．

A. where the consumers get them．

B. the way the consumers get them．

C. the sales volume in the different sales locations．

D. the awareness of your product．

20. To convert consumers into your customers，you should

A. improve yourmarketing tools and strategies．

B. learn about the needs and requirements of the consumers．

C. pay more attention to the product itself，not themarketing．

D. takemore into consideration rather than simply marketing．

PART FOUR

Questions 21—30

·Read the article below about the five W's ofmarketing．

·Choose the correctword to fill each gap froMa，B，C or D．

·For each question(21—30)，mark one letter(A，B，C or D) on your Answer Sheet．

The FiveW's of Marketing

You've heard of the Five W's:who，what，when，where，and why．They're the elements of information needed to get the full story，whether it's a journalist(21)．．．a scandal，a detective investigating a crime，or a customer service representative trying to resolve a(22)．．．There's even an old PR formula that uses the Five W's as a template for how to write a news release．

Most of the time it doesn'tmatter in what order the(23)．．．is gathered，as long as all five W's are ultimately(24)．．．The customer service rep's storymay begin with who was offended，while the journalistmay follow a lead based on what happened．The detective may start with where a crime was committed while details of who and what(not to mention when and why) are still(25)．．．The Five W's are helpful in marketing planning as well．But unlike in other (26)．．．，the development of an effectivemarketing prograMrequires that they be answered in a specific order:why，who，what，where，and when．The reasonsmay not be obvious，but by following this pathway you can avoid a great deal of confusion，trial and error，and blind(27)．．．，preserving your company's precious time and(28)．．．

Many marketers instinctively begin with questions aboutwhat and where，as in“what”their advertising should say or“where”it should appear．That's what gets theMinto(29)．．．To (30)．．．theirmarketing efforts，think why，who，what，where，and when．The order makes all the difference．

21. A. reporting　　　B. uncovering　　 C. exposing　　　　D. unmasking

22. A. problem　　　　B. dispute　　　　C. complaint　　　 D. issue

23. A. information　　B. statistics　　 C. intelligence　　D. data

24. A. introduced　　 B. proposed　　　 C. addressed　　　 D. raised

25. A. sketchy　　　　B. rough　　　　　C. curt　　　　　　D. unshaped

26. A. fields　　　　 B. occupations　　C. industries　　　D. professions

27. A. alleys　　　　 B. paths　　　　　C. valleys　　　　 D. tunnels

28. A. money　　　　　B. efforts　　　　C. resources　　　 D. vigor

29. A. dilemma　　　　B. trouble　　　　C. puzzle　　　　　D. uncertainty

30. A. improve　　　　B. perfect　　　　C. advance　　　　 D. optimize

PART FIVE

Questions 31—40

·Read the article below about being different in yourmarketing．

·For each question 31—40，write one word in CAPITAL LETTERS on your Answer Sheet．

Dare to Be Different In Your Marketing

Do you want to attract the attention of(31)．．．potential clients and customer？Then it's time to dare to be different．Over the last five years our marketing departments have become complacent．(32)．．．than come up(33)．．．new concepts，ideas，and marketing plans，we only revisit someone else's idea，(34)．．．a few things and call it our own．Do you want to create buzz(35)．．．your products and services？Would you like people to take a look at(36)．．．it is that you have to offer over your competitor？If you answered yes to(37)．．．of these questions then this year Idare you to be different．Develop newideas，actually spend time brainstorMing to firMup your own company'smarketing message．Stop looking at what everyone else is doing．Quit comparing your creative ideaswith others．It's(38)．．．we learn that adopting the tactics and strategies of another company is just simply not(39)．．．It's still important to do your research regarding your competitors．However，it'smore important to listen to the needs of prospects and current clients．When did it become ok to quit paying attention to ourmarkets？We want a quick fix，a fast campaign，an instaneous idea．Daring to be(40)．．．doesn't have to be difficult，often enough it's as simple as getting back to the basics．

PART SIX

Questions 41—52

·Read the text below froMa report about brand management．

·In most lines(41—52)，there is one extra word．It either is grammatically incorrect or does not fit in with the sense of the text．Some lines，however，are correct．

·If a line is correct，write CORRECT on your Answer Sheet．

·If there is an extra word in the line，write the extra word in CAPITAL LETTERS on your Answer Sheet．

Brand Management

41. Believe it or not，your company is already being facing just that type of situation．Oh，you may not

42. have realized it，and if that's the case you probably haven't been responding as you should do．

43. The challenge you're facing，like the one above all，is complicated．It，too，has longterm

44. implications．It's also expensive，and it's public—very public．Worse，if you'remishandling things，you're already damaging the health of your company．What is it？It's your branding program．

45. Don't roll up your eyes．Think about it．Companies often mismanage their brands by neglect，

46. and doing so harms their top lines，their bottoMlines，and their prospects for long-term

47. success．Just because someone else hasn't dropped a bombshell on you in a breathless phone

48. call doesn'tmake itany less true．Like the subtlemovementof the hands of a clock going，brand neglect happens slow ly，almost imperceptibly，which makes it even more sinister．

49. Whatmakes it so nonsensical is that your brand is the ultimate asset—or they should be．Your

50. brand，unlike a building，inventory，or furniture，fixtures，and equipment，needs never depreciate．

51. Quite on the contrary—brands can increase in value indefinitely as long as they're well-managed．

52. Consulting firMInterbrand estimates themarket value of Coca-Cola(KO)—notmeans the secret formula，not the factories，not the trucks，but the brand alone—to be more than$ 70 billion．The McDonald's(MCD) brand is worth more than$ 33 billion．Disney(DIS)，$ 28 billion．

【注释】

[1]Wal-mart:沃尔玛公司

[2]FedEx:Federal Express，联邦快递

[3]Ritz-Carlton:利兹-卡尔顿酒店

[4]Marriott:万豪国际集团

[5]spice up:增加趣味

[6]assess:评估

[7]appeal:吸引力

[8]promote:促销

[9]dispose:清除

[10]felt deprivation:感到匮乏的(状态)

[11]Mauritius:毛里求斯共和国

[12]Honda Civic:本田思域汽车

[13]Lexus:雷克萨斯，日本丰田汽车旗下的豪华车品牌

[14]warranty:保修卡

[15]At＆T:原为American Telephone＆Telegraph的缩写，是一家美国电信公司

[16]input:投入