Unit 5 Marketing Leadin Reading The Marketing Mix

Unit 5 Marketing Lead-in Reading: The Marketing Mix Session 1

Lead-in Section I Task 1 Task 2 Task 3

Task 1 television radio magazine outdoor media-billboards signs posters Internet newspaper (1) television: It is a vivid (2) Internet: It is the and widespread method, cheapest way, but old but it costs a lot and its people or people who duration is short. It is hard live in poor places may to deliver complex have no access to it. messages and is not easily remembered.

Task 1 • (4) magazine: It is also not expensive, but it has fixed readers who may not be the potential customers of the products. • (3) newspaper: It is a cheap and widespread method, but it is not easy to attract an audience.

Task 1 • (5) outdoor mediabillboards: It is lasting and stable, but it spreads slowly and covers narrowly. (6) posters: It can deliver a lot of information, but it has area limitation.

Task 2 • • • Key Technology：internationally advanced Color：red, silver Market price： 1 800 yuan Promotion price： 1 500 yuan Feature：nice-looking, small-size, and high quality After-service： ---- Life-time warranty ---- One-month return and change guarantee ---- One-week money back guarantee

Key for task 2 • I’m pleased to introduce our new product to you. Canon IXUS 100 IS is the latest product of our company. It is produced with internationally advanced techniques. There are two colors available for you to choose from — red or silver. It is easy to operate. With it you can take pictures in different kinds of weather. With its nice-looking, small-size, and high quality, it’s very popular with customers.

Key for task 2 • Besides, it also offers the best after-services: • — Life-time warranty • — One-month return and change guarantee • — One-week money back guarantee • The market price is 1 800 yuan, but you just need to pay only 1 500 yuan for it during our promotion period. Don’t hesitate.

Task 3 Do you have sharp eyes? Mc. Donalds Rolex Kodak

Task 3 Do you have sharp eyes? Mazda Sony Adidas

Section Ⅱ Reading Introductory Remarks Warm-up Discussion Intensive Reading Practice

Introductory Remarks Marketing is an all-embracing activity requiring the participation, cooperation and coordination of all major functions in a company to satisfy customers. Marketing mix is a combination of marketing tools that are used to satisfy customers and company objectives. Consumers often call the marketing mix "the offering. " Your offer is controlled by product, price, place (distribution) and promotion which are often called “the four P’s” in marketing.

Warm-up Discussion 1 Before you read, work in pairs and discuss the following questions. (1) What’s the role of marketing department in a company? (2) What variables do you think a successful marketing should consider?

The Marketing Mix Marketing begins long before a product hits the shelf ⑴. It is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit* the organization and its stakeholders*. The aim of marketing is to sell products and services and make profits by satisfying customers ⑵.

Marketing decisions generally fall into the following four controllable categories: ★ Product ★ Price ★ Place (distribution) ★ Promotion They are the elements that are often referred to as the marketing mix that a marketer can use to craft a marketing plan ⑶.

The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940’s after James Culliton had described the marketing manager as a “mixer of ingredients”. The ingredients* in Borden’s marketing mix of manufacturers included product planning, pricing, branding, channels* of distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome Mc. Carthy later grouped these ingredients into the four categories that today are known as the four P’s of marketing, shown below:

These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints* of the marketing environment ⑷. The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response ⑸.

Product The term product refers to what the business or nonprofit organization offers to its prospective customers or clients ⑹. The offering may be tangible* goods, such as a car, a pen; or intangible goods, such as idea, image and service. Product decisions therefore include a range of activities that affect both tangible and intangible factors. Here are some examples of the product decisions to be made: ★ Brand name ★ Functionality ★ Styling ★ Quality ★ Safety ★ Packaging ★ Repairs and supports ★ Warranty ★ Accessories and service

Price is the only element of the four P’s of marketing that involves revenue rather than expense, so its impact can be dramatic. The potential buyer is not only affected by the absolute level of the price, thinking that it is too expensive in relation to what the perceived cost should be, but also its relationship to competitive prices, so pricing decisions can be strategic and tactical ⑺. The overall level of pricing is an important strategic ingredient in the positioning of a product, while discounts and special offers are used tactically to improve short-term sales.

Promotion represents the various aspects of marketing communication, that is, the communication of information about product with the goal of generating a positive customer response. Marketing communication includes personal selling, advertising, sales promotions and public relations.

Place describes how products or services are made available to the target market ⑻. It includes decisions on distribution strategy which establish the appropriate channels through which products are marketed (such as agents, wholesalers and retailers) ⑼.

Each ingredient crucially affects the others ⑽. The attributes of a product help determine its price, how it is to be promoted and how it can be distributed ⑾. Price adds to the intangible aspects of a product and may be an important promotional vehicle; pricing levels influence the channels of distribution available. Promotions draw on product benefits and pricing strategies and often involve the channels of distribution ⑿. Place is constrained by product, price and promotional decisions. “The four P’s” represents interdependent variables* symbolized by overlapping circles in the figure ⒀.

Text analysis 1) Marketing begins long before a product hits the shelf. Translation 产品在摆上货架销售之前很久营销就已经开始。 Word study hit: appear on e. g. : The news of the product failure suddenly hit the papers.

Text analysis 2) The aim of marketing is to sell products and services and make profits by satisfying customers. Translation 营销的目的是销售产品和服务并通过让顾客 满意来获得利润。

Text analysis 3) They are elements that are often referred to as the marketing mix that a marketer can use to craft a marketing plan. Translation 它们常被称为营销组合元素，市场营销人员可 利用它们来制定营销计划。 Analysis The first that is a relative pronoun which introduces an attributive clause. The second that introduces an object clause.

Text analysis 4) These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. Translation 4 P原则是营销经理可控制的因素，这些因素受到营 销环境的内部与外部制约。 Analysis That introduces an attributive clause. Subject to is a preposition meaning depending on sth as a condition.

Text analysis 4) These four P’s are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. Word study parameter: quantity that does not vary in a particular case but does vary in other cases. e. g. : Parameters are factors or limits which affect the way that something can be done or made. subject to: depending on sth as a condition e. g. : This plan is subject to the general manager’s approval.

Text analysis 5) The goal is to make decisions that center the four P’s on the customers in the target market in order to create perceived value and generate a positive response. Translation 其目的是作出围绕目标市场客户的4 P原则的决定， 以创造能感受到的价值并产生积极的反应。 Analysis The customers in the target market are the center of the four P’s.

Text analysis 6) The term product refers to what the business or nonprofit organization offers to its prospective customers or clients. Translation � 品指的是企� 或非� 利性� � 向它的潜在客 � 提供的物品或服� 。 Word study prospective: expected to be or to occur e. g. : Jane is showing the house to a prospective buyer.

Text analysis 7) The potential buyer is not only affected by the absolute level of the price, thinking that it is too expensive in relation to what the perceived cost should be, but also its relationship to competitive prices, so pricing decisions can be strategic and tactical. Translation 潜在客� 不� � 受� 品� � 价格的影响，� � 相� 于它的感知 成本太� 了，也同� 关注它的相� 价格。所以定价决策可能是 战略性和策略性的。 Word study in relation to: concerning sb. /sth; with reference to sb / sth e. g. : I have a lot to say in relation to that affair. tactical: of tactics e. g. : a tactical advantage

Text analysis 8) Place describes how products or services are made available to the target market. Translation 分� 描述的是� 品和服� 如何能在目� 市� 有售。 Word study available: (of things) that can be used or obtained e. g. : Tickets are available at ticket window.

Text analysis 9) It includes decisions on distribution strategy which establish the appropriate channels through which products are marketed (such as agents, wholesalers and retailers). Translation 它包括就分销策略作出决策，来建立销售产品的适当渠道（如 代理、批发和零售）。 Analysis The first which introduces an attributive clause which modifies decisions. The second which introduces another attributive clause which modifies channels.

Text analysis 10) Each ingredient crucially affects the others. Translation 每个要素都会� 其他要素� 生决定性影响。 Word study crucially: extremely important, decisively e. g. : Crucially, he has to meet us at the airport.

Text analysis 11) The attributes of a product help determine its price, how it is to be promoted and how it can be distributed. Translation 产品的属性对决定产品价格、促销形式及分销途径 都有促进作用。 Word study attribute: quality regarded as a natural or typical part of sb/sth e. g. : Patience is one of the most important attributes in a nurse.

Text analysis 12) Promotions draw on product benefits and pricing strategies and often involve the channels of distribution. Translation 促� 要利用� 品� � 和价格策略，并常常涉及分 � 渠道。 Word study draw on: to use sth e. g. : We drew on his experience throughout the project.

Text analysis 13) “The four P’s” represents interdependent variables symbolized by overlapping circles in the figure. Translation 4 P象征着在� 表中用重叠� 圈代表的相互依存的要素。 Word study interdependent: depending on each other e. g. : All things in the world are interdependent. inter- : a prefix with v. , n. and adj. ① between, from one to another: interleave, interface, international ② together, mutually: interact, intercommunicate, interconnect

Practice 2 Read the text and finish the following comprehensive tasks. (1) What are the four ingredients of marketing? (2) How many ingredients are there in Borden’s marketing mix? (3) Can you list two tangible products and two intangible ones? (4) What aspects should we take into account when giving price to a product? (5) Are there any relations among the four P’s? Keys

Keys for comprehensive tasks (1)The four P’s : product, price, promotion, and place. (2)Twelve. Product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis.

Keys for comprehensive tasks (3)Leather shoes and computers are tangible products; service and ideas are intangible products. (4)The cost and value of a product, overall level of pricing, discount and special offers. (5)Each ingredient crucially affects the others, which can be symbolized by overlapping circle in the article.

3 Read the text again and decide if the following statements are true (T) or false (F). T (1) Marketing mix represents the methods by which marketing managers seek to meet marketing objectives. (2) Product decisions include a range of activities that T affect both tangible and intangible factors, from new product development to packaging and branding. (3) Pricing involves communicating to a target market F about the benefit on offer. F (4) Promotion equals to discount or special offers. (5) These four P’s are independent of each other. F