大学核心商务英语读写教程1课件颜晓川 马瑞香ISBN 9787811348804 PPT Unit 7.pptVIP

About This Unit Background Information Background Information Background Information * * * UNIT 7 7 7 7 7 NEW FACE OF MARKETING TEXT A The New Age of Micromarketing TEXT B Adding Value: The Future of Marketing TEXT C Four Cases in Advertising OBJECTIVES In this unit we are able to practice: business vocabulary — advertising business language — talking about different media business focus — micromarketing business writing — description of ads and meeting minutes simulation — a meeting In this unit, it is focused on the new trends of marketing. Text A elaborates on the evolution from the mass media to micromarketing. Compared with the traditional media, micromarketing is more targeted at the audience. In response to this media fragmentation, many companies have always shifted their advertising budget from the mass media to the Internet. Whether a company can make this transition well will finally determine its success in marketing. In Text B, the author put forward his own idea about the future trend of marketing — adding value in the customers’ lives and help them make smart buying decisions. Text C gives us four cases of advertising, of which the first three are concerned with misleading advertising campaigns. All of the cases can serve as a warning for the marketers. Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and creates value for their customers and for themselves. Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science