Unit 3（课件）- 《世纪商务英语阅读教程专业篇I》同步教学（大连理工·2021）

阅读教程　专业篇 世纪商务英语 2 Topic Introduction Reading Skills Practice Comprehensive Reading 3 4 Topic Introduction 　　Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, products, and services to create exchanges that satisfy individual and organizational objectives. It is used to create the customer, to keep the customer and to satisfy the customer. Since it is everything a company should do to acquire customers and maintain a relationship with them, truly successful marketing needs to understand the customers so well that the products or services are needed desperately by the customers. 　　The “marketing mix” (also known as the four Ps) is a foundation concept in marketing. The marketing mix has been defined as “the set of marketing tools that a firm uses to pursue its marketing objectives in the target market”. Thus the marketing mix refers to four broad levels of marketing decision, namely product, price, promotion, and place. 5 Task 1: Previewing the Unit Topic Look at the pictures and discuss the following questions. 　　1. In the following two pictures, what kind of products or services may be needed by the customer? 　　2. How can you attract the customers to buy your products or services? 　　3. Can you name some brands in your city or region? Which one can most stimulate the customers’ desire to buy? Why? Picture 1: laundry detergent/washing powder/laundry soap; Picture 2: room cleaning service 6 Task 2: Previewing Professional Terms 　　In this unit, you may meet some particular terms commonly used when people talk about marketing. Now, check the following words and expressions and match them with their meanings. Use a dictionary for help if necessary. d c j b a g h i f e 7 8 Reading Skills Practice 　　In this part, you will meet different types of fragmented reading materials such as a short passage, a leaflet, an extract, a marketing plan, etc., which may show you further information about marketing and help y