Unit 3 市場營銷 Marketing

Section A: Listening

1. Pre-listening Vocabulary

Marketing

Emphasize

Figure out

Involve

Physical distribution

Above mentioned

Principle

Subscribe to

Notion

Justified

Consumption

Concentrate on

Solely

Human behavior

Engineering

Proper

2. Hush then listen

In the past marketing emphasize sales. After the producer made the product, it was a task of marketing to figure out how to sell which included advertising and personal selling. In addition, marketing also involve the physical distribution of the product to the places where it was actually sold. Modern marketing in confesses all the above mentioned activities. But it is based on the different set of principles. It subscribes to the notion that production can be economically justified only by consumption. In another words, goods should be produced only if they can be sold. Therefore the producer should consider who is going to buy or what the market for the product is before production begins. Marketing now involves first deciding what the customer wants and then designing, and producing a product that satisfies these wants. Instead of concentrating solely on production, the company must consider the desires of the consumer. And this is much more difficult since it involves human behavior. Production on the other hand, is mostly an engineering problem. Basically, modern marketing involves four things:

1) Selling the correct product at the proper place;

2) Selling it at a price determined by demand;

3) Satisfied a customer’s need and wants and

4) Producing a profit for the company.

Section B: speaking up

1. typical dialogue

1) Background information:

Mr. Michael Catalogue, a marketing consultant, is being interviewed about the nature of his work.

Mr. Michael Catalogue. Valerie, the interviewer

2) Practical dialogue

Mr. Catalogue, can I ask you about the main functions of a marketing consultant?

I say the similar to any other consultant in that he supplies short bursts of specialist expertise when needed by a company. This frees the company from employing such skills through all the year.

What exactly do you mean by short bursts of expertise?

Well, when a new product is being launched, an old product is being redeveloped or changed in someway, to make it more attractive for the market, there is a great deal of work in the field of research, and it designs likely that the company itself has sufficient staff which will be still working on their old products and keeping the company going.

So a company is likely to call in a marketing consultant when it is stepping outside its established field and wishes for specialist advice.

Yes, that is true.

And when it calls in a marketing consultant, what concrete help are you able to offer?

Well, we may first find where the company is going and how it wishes to develop. It’s then necessary to look at the resources of the company, what it has, what it can offer? Having done this, you then develop marketing objectives, marketing objectives include…

2. typical dialogue

1) Background information:

Mr. Bowers Carry, the sales manager of a farmer suety-cull company, and Mr. Jacob House, the sales man, are talking about the problems with their markets.

Mr. Bowers Carry. Mr. Jacob House

2) Practical dialogue

Now tell me about those two accounts that were worrying us. You went to see them all, I believe.

Yes, well, the first one I went to see was the city hospital purchasing officer. He just started straight off by saying that their budget has been cut by 20% this year.

Yes, although their budget’s been cut, they still have to purchase essential equipment from somewhere, I suppose.

Quite, so I asked him if any other factors had contributed to the fall in their order from us. And he mumbles something about our delivery dates being somewhat unreliable. And just towards the end of our talk, he mentioned almost doesn’t afterthought, the fact that our list prices had risen by 12% over the last year.

And you got the impression that this was really the critical factor.

Yes, I am sure the question of pricing rather than anything else.

Right, now the doctors’ council, what did you find out there?

Well, I spoke to a member of the committee. He also started off by mentioning prices. But this wasn’t really the main problem because he immediately went on and talked at some length about certain unpleasant side-effects of our drugs.

M….that could be a really sticky problem.

Vocabulary A

Dialogue 1

Consultant

In that

Short burst

Specialist

Expertise

Free somebody from…skill

Launch

Redevelop

Sufficient

Staff

Call in

Established field

Concrete

Marketing objective

Dialogue 2

Account

Start off

Budget

Essential

Contribute to

Mumble

Unreliable

Afterthought

List price

Critical factor

at some length

Side-effect

Sticky