21世紀大學實用行業(yè)英語綜合教程Unit-1

1、Unit 1 Marketing市場營銷市場營銷Unit 1 MarketingPart IReadingPart II Oral PracticePart III Mini-ProjectPart IV Phrases & TermsPart V Surfing the InternetPart VI Video ClipUnit 1 MarketingFrom studying this unit, students are expected to1. understand basic concepts of marketing.2. understand the SWOT analysi

2、s of a marketing strategy.3. apply SWOT analysis into business work.Learning ObjectivesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingText AMarketing BasicsPart I ReadingText B SWOT Analysis - the First Step of Success in MarketingExercisesExercisesText

3、C Happy Clients Bring More BusinessExercisesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingPart IReadingText APhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingPart IReadingText AMarketing Basics1 Think of marke

4、ting as an exchange. Think of marketers as people who help to manage exchanges. People have been exchanging goods for goods, or goods for services, or services for services since time began.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing市場營銷基礎(chǔ)知識市場營銷基礎(chǔ)知識

5、我們把市場營銷看作是交易我們把市場營銷看作是交易，把營銷人員看成是管理交易把營銷人員看成是管理交易的人。從遠古時期開始，人們一直在進行交易，以物易物，的人。從遠古時期開始，人們一直在進行交易，以物易物，以物換服務，或以服務換服務。以物換服務，或以服務換服務。Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingmarketer:營銷人員。與seller, vendor 是近義詞，但是marketer源于marketing，促進商品銷售

6、的人。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing2 Marketing probably started with one cave man finding he had too much meat, but no fresh vegetables. So he made a deal with a man who had vegetables, but no meat. A simple exchange. So much meat for

7、 so many vegetables. Both cave men were happy. Both had exchanged something they valued for something of equal value. In time, groups of people came together into villages. Then the exchanges became more involved. One man would fix a roof in return for chickens and eggs. He would then exchange some

8、of the eggs for bread at the bakers. Another may have sharpened all the knives in a home in exchange for having his garden dug. Both exchanged services rather than goods.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing 市場營銷或許是這樣開始的：一個洞穴人發(fā)現(xiàn)自己有太市場營銷或許是這樣開始的

9、：一個洞穴人發(fā)現(xiàn)自己有太多肉，但沒有新鮮的蔬菜。于是就和一個有蔬菜沒有肉的人多肉，但沒有新鮮的蔬菜。于是就和一個有蔬菜沒有肉的人做交易。一次簡單的交易。這么多肉換了這么多蔬菜。這兩做交易。一次簡單的交易。這么多肉換了這么多蔬菜。這兩個洞穴人都很開心，因為兩人都以自己的東西換得價值相等個洞穴人都很開心，因為兩人都以自己的東西換得價值相等的東西。隨著時間的推移，越來越多的人住在一起，形成村的東西。隨著時間的推移，越來越多的人住在一起，形成村落，交易變得更加復雜。一個人以修屋頂來換取雞和雞蛋。落，交易變得更加復雜。一個人以修屋頂來換取雞和雞蛋。然后，他也許用部分的雞蛋去換面包師傅的面包。也有人可然后

10、，他也許用部分的雞蛋去換面包師傅的面包。也有人可能幫人磨刀來交換讓別人整修他的花園。兩人都是交換服務，能幫人磨刀來交換讓別人整修他的花園。兩人都是交換服務，而不是商品。而不是商品。Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingcave man (史前石器時代的史前石器時代的)穴居野人穴居野人fix / v.修理修理Words & PhrasesPhrases & TermsMini-ProjectOral PracticeRe

11、adingSurfing the InternetVideo ClipUnit 1 Marketing3 Simple exchanges soon became impossible. The barter system means that too many actual goods have to be moved about. So people invented money. Before money, a persons wage could be paid in either chickens or pigs but he or she could not get change.

12、 After money was invented, all goods or services could be sold for cash, and the cash was used to buy what was needed. We still use money today. We use money to help us buy and sell quickly and easily.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing 很快簡單的

13、交易就變得難以辦到了。很快簡單的交易就變得難以辦到了。以貨易貨制度意味以貨易貨制度意味著太多的實際貨物要移動。于是人們發(fā)明了錢。在金錢發(fā)明著太多的實際貨物要移動。于是人們發(fā)明了錢。在金錢發(fā)明前，一個人的工資是以幾只雞或幾頭豬的形式發(fā)的，無法找前，一個人的工資是以幾只雞或幾頭豬的形式發(fā)的，無法找零。發(fā)明錢之后，可以售賣商品或服務換取現(xiàn)金，然后用現(xiàn)零。發(fā)明錢之后，可以售賣商品或服務換取現(xiàn)金，然后用現(xiàn)金購買所需要的東西。人們現(xiàn)在也還是靠錢。金錢幫助人們金購買所需要的東西。人們現(xiàn)在也還是靠錢。金錢幫助人們快速方便地購買和出售商品或服務?？焖俜奖愕刭徺I和出售商品或服務。Chinese VersionPh

14、rases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingbarter / n.物物交換物物交換cash / n. 現(xiàn)金現(xiàn)金 Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingUnderstanding the Marketing and Customer Needs4 Five core customer

15、and marketplace concepts are critical: (1) needs, wants, and demands; (2) marketing offers products, services, and experiences; (3) value and satisfaction; (4) exchanges and relationships; and (5) markets.Customer needs, wants, and demands5 The most basic concept underlying marketing is that of huma

16、n needs. Human needs are states of felt deprivation. They include physical, social, and individuals needs. These needs were not created by marketers; they are a basic part of the human makeup.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing了解市場營銷及顧客需要了解市場

17、營銷及顧客需要 關(guān)于顧客和市場有五個至關(guān)重要的核心概念：（關(guān)于顧客和市場有五個至關(guān)重要的核心概念：（1）需）需要、欲望和需求要、欲望和需求;（2）市場營銷提供產(chǎn)品、服務和體驗）市場營銷提供產(chǎn)品、服務和體驗;（3）價值和滿意度價值和滿意度;（4）交換和關(guān)系）交換和關(guān)系;（5）市場。）市場。 顧客的需要、欲望和需求顧客的需要、欲望和需求 營銷最基本的概念是人的需要。人的需要是一種感覺匱營銷最基本的概念是人的需要。人的需要是一種感覺匱乏的狀態(tài)。需要包括生理需要、社會需要和個人需要。這些乏的狀態(tài)。需要包括生理需要、社會需要和個人需要。這些需要并不是營銷人員創(chuàng)造的，它們是人類構(gòu)造的基本組成部需要并不是營

18、銷人員創(chuàng)造的，它們是人類構(gòu)造的基本組成部分。分。 Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingmarketplace / n.市場市場underlie /7QndE5laI / v.位于位于之下之下deprivation / n. 剝奪，喪失剝奪，喪失makeup / n. 組成組成Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing th

19、e InternetVideo ClipUnit 1 Marketing6 Wants are the form human needs take as they are shaped by culture and individual personality. A person needs food but wants a Big Mac.7 When backed by buying power, wants become demands.8 The best marketing companies go to great lengths to learn and understand t

20、heir customers needs, wants, and demands.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing 欲望是人類的需要所采取的文化和個性的形式。食物是欲望是人類的需要所采取的文化和個性的形式。食物是一個人的需要，而他的欲望是得到一個大漢堡。一個人的需要，而他的欲望是得到一個大漢堡。 得到購買力的支持時，欲望成為需求。得到購買力的支持時，欲望成為需求。 那些最棒的營銷公司會下大工夫去了解顧客的需要、欲那些最棒的營銷公司會下大工夫去

21、了解顧客的需要、欲望和需求。望和需求。Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingBig Mac / n.大麥克，巨無霸（麥當勞的一種漢堡）大麥克，巨無霸（麥當勞的一種漢堡） go to great lengths 竭盡全力竭盡全力 Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit

22、1 MarketingMarket offerings products, services, and experiences9 Needs and wants are fulfilled through market offerings some combination of products, services, information, or experiences offered to a market to satisfy a need or want.10 Market offerings include products and services activities or be

23、nefits offered for sale that are essentially intangible and do not result in the ownership of anything.11 Marketing myopia occurs when a company becomes so taken with their own products that they lose sight of underlying customer needs.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the Inter

24、netVideo ClipUnit 1 Marketing市場供給市場供給 產(chǎn)品、服務和體驗產(chǎn)品、服務和體驗 市場提供產(chǎn)品市場提供產(chǎn)品、服務、信息、體驗的組合體來滿足人們的服務、信息、體驗的組合體來滿足人們的需要和欲望。需要和欲望。 市場供給包括產(chǎn)品和服務。服務市場供給包括產(chǎn)品和服務。服務所銷售的是一種無形所銷售的是一種無形的活動或利益，且不會導致所有權(quán)的變化。的活動或利益，且不會導致所有權(quán)的變化。 營銷短視癥是指公司過度重視自己的產(chǎn)品，而忽視潛在的營銷短視癥是指公司過度重視自己的產(chǎn)品，而忽視潛在的顧客需要。顧客需要。Chinese VersionPhrases & TermsMini-Pro

25、jectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingfulfil / v.完成，實現(xiàn)完成，實現(xiàn)intangible / a.無形的；不可觸摸的無形的；不可觸摸的myopia / n. 近視近視Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingmarketing myopia:營銷近視癥。這是著名的市場營銷專家、美國哈佛大學管理學院李維特（The

26、odore Levitt）教授在1960年提出的一個理論。營銷近視癥就是不適當?shù)匕阎饕Ψ旁诋a(chǎn)品上或技術(shù)上，而不是放在市場需要（消費需要）上，其結(jié)果導致企業(yè)喪失市場，失去競爭力。這是因為產(chǎn)品只不過是滿足市場消費需要的一種媒介，一旦有更能充分滿足消費需要的新產(chǎn)品出現(xiàn)，現(xiàn)有的產(chǎn)品就會被淘汰。同時消費者的需求是多種多樣的，且不斷在變化，并不是所有的消費者都偏好于某一種產(chǎn)品或價高質(zhì)優(yōu)的產(chǎn)品。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing marketi

27、ng myopia: A short-sighted and inward looking approach to marketing that focuses on the needs of the company instead of defining the company and its products in terms of the customers needs and wants. It results in the failure to see and adjust to the rapid changes in their markets.Phrases & TermsMi

28、ni-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingCustomer value and satisfaction12 Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Satisfied customers buy again and tell others about their good ex

29、periences. Dissatisfied customers switch to competitors and disparage the product to others. Customer value and customer satisfaction are key building blocks for developing and managing customer relationships.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketi

30、ng顧客價值和滿意度顧客價值和滿意度 各種市場供給形成顧客價值和滿意度，顧客據(jù)此來判斷各種市場供給形成顧客價值和滿意度，顧客據(jù)此來判斷是否購買。滿意的顧客會再次購買，并告訴別人他們的好經(jīng)是否購買。滿意的顧客會再次購買，并告訴別人他們的好經(jīng)驗。不滿意的顧客轉(zhuǎn)投競爭對手，向他人貶低該產(chǎn)品。顧客驗。不滿意的顧客轉(zhuǎn)投競爭對手，向他人貶低該產(chǎn)品。顧客價值和顧客滿意度是開發(fā)和管理顧客關(guān)系的關(guān)鍵組成部分。價值和顧客滿意度是開發(fā)和管理顧客關(guān)系的關(guān)鍵組成部分。Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the Int

31、ernetVideo ClipUnit 1 Marketingswitch to 轉(zhuǎn)向轉(zhuǎn)向 disparage / v.貶低；輕視貶低；輕視building block 積木；基礎(chǔ)部分積木；基礎(chǔ)部分Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingExchanges and relationships13 Exchange is the act of obtaining a desired object from someone

32、by offering something in return. Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences.Markets14 A market is the set of actual and potential buyers of a product. Marketing means managing markets to bring about profitable customer relationshi

33、ps.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing交易及關(guān)系交易及關(guān)系 交易是從別人處獲得所需的物品并提供回報的行為。市交易是從別人處獲得所需的物品并提供回報的行為。市場營銷包括采取行動和與目標受眾建立和維持理想的交易關(guān)場營銷包括采取行動和與目標受眾建立和維持理想的交易關(guān)系。系。 市場市場 市場是產(chǎn)品的實際和潛在買家的集合體。營銷手段就是市場是產(chǎn)品的實際和潛在買家的集合體。營銷手段就是管理市場以形成有利可圖的顧客關(guān)系。管理市場以形成有利可圖的顧客關(guān)系。

34、Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingtarget audience 目標受眾目標受眾potential buyer 潛在顧客潛在顧客Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingtarget audience:目標受眾；目標消費群。每一項產(chǎn)品在出產(chǎn)之

35、前，都會選定某一群人作為主要的消費對象，這群人就稱為該產(chǎn)品的“目標受眾”。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingWhat Is Marketing Mix?15 The combination of the four controllable variables product, price, place, and promotion (the four Ps) that comprise a companys marketing pro

36、gram is termed the marketing mix. The four Ps, or four elements of the marketing mix are explained as follows:16 Product planning and developing the right goods and /or services to be marketed, changing the existing products, adding the new ones, selecting the right assortment, package and brand.Phr

37、ases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing什么是市場營銷組合？什么是市場營銷組合？ 四個可控變量四個可控變量產(chǎn)品、價格、渠道和促銷（簡稱產(chǎn)品、價格、渠道和促銷（簡稱4P），構(gòu)成公司的營銷計劃，稱為市場營銷組合。），構(gòu)成公司的營銷計劃，稱為市場營銷組合。4P，即，即市場營銷組合的四要素，解釋如下：市場營銷組合的四要素，解釋如下： 產(chǎn)品產(chǎn)品規(guī)劃和開發(fā)待推向市場的合適的產(chǎn)品或服務，規(guī)劃和開發(fā)待推向市場的合適的產(chǎn)品或服務，改變現(xiàn)有產(chǎn)品，增加新產(chǎn)品；選擇合適的分類，包

38、裝和品牌。改變現(xiàn)有產(chǎn)品，增加新產(chǎn)品；選擇合適的分類，包裝和品牌。Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingvariable /5verIEbl/ n.變量變量comprise / v.由由組成組成assortment /s/ n. 分類分類 Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo Clip

39、Unit 1 Marketingmarketing mix:市場營銷組合。是指企業(yè)針對目標市場的需要，綜合考慮環(huán)境、能力、競爭狀況，對自己可控制的各種營銷因素（產(chǎn)品、價格、渠道、促銷等）進行優(yōu)化組合和綜合運用，使之協(xié)調(diào)配合，揚長避短，發(fā)揮優(yōu)勢，以取得更好的經(jīng)濟效益和社會效益。1960 年，麥卡錫（EJMcCarthy）在基礎(chǔ)營銷一書中提出了著名的4P組合。之后很多學者在此基礎(chǔ)上提出新的市場營銷組合。如科特勒提出6p，它是在原4P的基礎(chǔ)上再加政治（Politics）和公共關(guān)系（Public relations）。隨后，科特勒又進一步把6P 發(fā)展為10P。他把已有的6P 稱為戰(zhàn)術(shù)性營銷組合，新提出

40、的4P：研究（Probing）、劃分（Partitioning）【即細分（Segmentation）】、優(yōu)先（Prioritizing）【即目標選定（Targeting）】、定位（Positioning），稱為戰(zhàn)略營銷。1981年，布姆斯（Booms）和比特納（Bitner）建議在傳統(tǒng)市場營銷理論4P理論的基礎(chǔ)上增加三個服務性的“P”，即：人（People）、過程（Process）、有形展示（Physical Evidence）。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipU

41、nit 1 Marketing Marketing mix: In recent times, the concept of four Cs has been introduced as a more customer-driven replacement of four Ps. One is Lauterborns four Cs (consumer, cost, communication, convenience), another is Shimizus four Cs (commodity, cost, communication, channel).Phrases & TermsM

42、ini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing17 Price setting the right price for firms products or services after estimating the customers reaction to price changing, making a decision about discount rates and allowances offered to different buyers.18 Place choosing

43、the right middlemen after comparing a variety of channel members, selecting the channel patterns.19 Promotion informing and persuading the market regarding new or old products, putting advertisement, enhancing personal selling and sales promotion.Phrases & TermsMini-ProjectOral PracticeReadingSurfin

44、g the InternetVideo ClipUnit 1 Marketing 價格價格評估顧客對于產(chǎn)品價格變動后的反應，給公司評估顧客對于產(chǎn)品價格變動后的反應，給公司的產(chǎn)品或服務制定合適的價格，決定給不同買家的折扣及補的產(chǎn)品或服務制定合適的價格，決定給不同買家的折扣及補貼。貼。 渠道渠道比較可供的渠道商，選擇合適的中間商，選定比較可供的渠道商，選擇合適的中間商，選定渠道模式。渠道模式。 促銷促銷告知并說服市場接受新產(chǎn)品或老產(chǎn)品，打廣告，告知并說服市場接受新產(chǎn)品或老產(chǎn)品，打廣告，提高個人銷售和促銷推廣。提高個人銷售和促銷推廣。 Chinese VersionPhrases & TermsMi

45、ni-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingallowance / n. 津貼，補貼津貼，補貼middleman / n. 中間商中間商 channel member 渠道商渠道商enhance / v. 提高，增強提高，增強 Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingPricesetting the right p

46、rice for firms products or services after estimating the customers reaction to price changing, making a decision about discount rates and allowances offered to different buyers. 價格評估顧客對價格變動的反應后，給公司的產(chǎn)品或服務制定合適的價格，決定給不同買家的折扣和補貼。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVid

47、eo ClipUnit 1 Marketing channel: (銷售)渠道。這里是指產(chǎn)品由生產(chǎn)者向消費者轉(zhuǎn)移過程中，由一系列機構(gòu)所組成的途徑和通道網(wǎng)絡，即所經(jīng)過的路線、方式和環(huán)節(jié)。 Channel member: It can be classified into two broad categories: resellers and specialty service firms. Resellers have the sub-category of retailers, wholesalers and industrial distributors. Specialty service

48、 firms can be divided into agents and brokers, distribution service firms and others.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingsales promotion: 促銷活動。企業(yè)在某一段時期內(nèi)采用特殊的手段，對消費者和中間商實行強烈刺激，以促進企業(yè)銷售迅速增長的非常規(guī)、非經(jīng)常性使用的促銷行為。NotesPhrases & TermsMini-ProjectOral Pra

49、cticeReadingSurfing the InternetVideo ClipUnit 1 Marketing20 The concept of 4Ps has been long used for the product industry while the 7Ps has emerged as a successful proposition for the services industry. The added 3Ps are as follows:21 People People refer to the customers, employees, management and

50、 everybody else involved in it. It is essential for everyone to realize that the reputation of the brand that you are involved with is in the peoples hands.22 Process It refers to the methods and process of providing a service and is hence essential to have a thorough knowledge on whether the servic

51、es are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing 4P的概念長久以來用于產(chǎn)品行業(yè)，而的概念長久以來用于產(chǎn)品行業(yè)，而7P的概念則成功的概念則成功地應用于服務行業(yè)。添加的地應用于服務行

52、業(yè)。添加的3P如下：如下： 人人指客戶、員工、管理人員和其他所有的參與人員。指客戶、員工、管理人員和其他所有的參與人員。每個人都應該注意到品牌的聲譽是掌握在人的手中。每個人都應該注意到品牌的聲譽是掌握在人的手中。 過程過程這是指提供服務的方法和過程，因此，必須清這是指提供服務的方法和過程，因此，必須清楚了解所提供的服務是否給予客戶幫助，楚了解所提供的服務是否給予客戶幫助， 服務是否提供得及服務是否提供得及時，服務信息是否已經(jīng)傳達到顧客手中，以及諸如此類的事時，服務信息是否已經(jīng)傳達到顧客手中，以及諸如此類的事情。情。Chinese VersionPhrases & TermsMini-Proje

53、ctOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingproposition /prpzn/ n.主張；建議主張；建議reputation /7repjJ5teIFEn/ n.名聲，名譽名聲，名譽be involved with 有密切關(guān)系的有密切關(guān)系的Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingProcess It refers to the

54、 methods and process of providing a service and is hence essential to have a thorough knowledge on whether the services are helpful to the customers, if they are provided in time, if the customers are informed in hand about the services and many such things.過程 這是指提供服務的方法和過程，因此，必須清楚了解所提供的服務是否給予客戶幫助，服

55、務是否提供得及時，服務信息是否已經(jīng)傳達到顧客手中，以及諸如此類的事情。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing23 Physical (evidence) It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what h

56、e is buying or not. For example, brochures, pamphlets etc. serve this purpose.Phrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing 有形有形展示展示它是指使用某產(chǎn)品或服務的經(jīng)驗。為顧客它是指使用某產(chǎn)品或服務的經(jīng)驗。為顧客提供服務時，必須讓顧客清楚感知所購買的服務或者沒有購提供服務時，必須讓顧客清楚感知所購買的服務或者沒有購買的服務是什么。例如買的服務是什么。例如，產(chǎn)品目錄、宣傳冊，產(chǎn)品

57、目錄、宣傳冊等就是服務于這等就是服務于這一目的的一目的的。Chinese VersionPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketingphysical (evidence) 實質(zhì)的（證明）實質(zhì)的（證明） brochure / n.宣傳冊宣傳冊pamphlet / n.小冊子小冊子Words & PhrasesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo Cl

58、ipUnit 1 MarketingPhysical (evidence): It refers to the experience of using a product or service. When a service goes out to the customer, it is essential that you help him see what he is buying or not. For example brochures, pamphlets etc. serve this purpose. 有形實據(jù) 它是指使用某產(chǎn)品或服務的經(jīng)驗。為顧客提供服務時，必須讓顧客清楚感知所

59、購買的服務或者沒有購買的服務是什么。例如產(chǎn)品目錄、宣傳冊等就是服務于這一目的的。NotesPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 MarketingTrue or FalseExercisesMatchingTranslationPhrases & TermsMini-ProjectOral PracticeReadingSurfing the InternetVideo ClipUnit 1 Marketing( ) 1. When money was coined

60、, the exchange started.( ) 2. Needs, wants and demands are naturally born human makeup.( ) 3. Marketing myopia is the opposite of far-sightedness, which put the customer needs into consideration.( ) 4. The 7 elements of the marketing mix have been long used for the product industry.( ) 5 The markete