Transcript Section II Text Study

UNIT 14
Marketing Management
营销管理
Contents
1
2
3
4
Section I Special Terms
Section II Text Study
Section III Situational Dialogues
Section IV Tasks
Section I Special Terms
Marketing Management
Marketing management is the process of planning, organizing,
implementing, and controlling marketing activities to facilitate
exchanges effectively and efficiently.
营销管理
营销管理是指企业市场营销的计划、组织、执行和控制的过程，是
企业结合自身资源特点，根据外部环境变化，不断地制订、调整和修正
营销战略，以实现营销目标的管理活动。
Section I Special Terms
Marketing Control
Marketing control is the process of monitoring the proposed plans as
they proceed and adjusting where necessary.
营销控制
营销控制是指对正在进行的计划实行监控并在必要时做出修改。
Section II
Text Study
Pre-reading questions
1. What is marketing management?
2. Is marketing management very necessary?
3. Do you think marketing management profitable?
Section II
Text A
Text Study
Marketing Management
A major role for marketing management is to encourage
and reinforce a correct marketing orientation. The definition
of marketing management has some important points:
1. Effectiveness is the degree to which an exchange
helps achieve an organization’s objectives.
2. Efficiency refers to minimizing the resources an organization must
spend to achieve a specific level of desired exchanges.
3. Planning is a systematic process of assessing opportunities and
resources, determining marketing objectives, developing marketing
strategies and arranging for implementation and control.
Section II
Text Study
4. Organizing marketing activities involves developing the internal
structure of the marketing unit.
5. Proper implementation of marketing plans stresses coordination
of marketing activities, motivation of marketing personnel, and effective
communication within the organization.
6. The marketing control process consists of establishing
performance standards, comparing actual performance with established
standards, and reducing the difference between desired and actual
performance.
Section II
Text Study
7. An effective control process has four requirements: It should
ensure a rate of information flow that allows the marketing manager to
check out quickly any difference between actual and planned levels of
performance. It must accurately monitor various activities and be
flexible enough to accommodate changes. The costs of the control
process must be low compared to the costs that would occur without
controls. The control process should be designed so that all staff
members can understand it.
Section II
Text Study
New Words and Expressions
orientation
n. 方向
systematic
adj. 系统的
coordination
n. 协调
occur
vi. 发生
effectiveness
n. 效能， 效果
determine
vt. 决定， 确定
monitor
vt. 监控
consist of...
由……组成
efficiency
n. 效率
implementation
n. 实施
accommodate
vt. 适应
Section II
Text Study
Exercise 1 Decide whether the statements are true (T) or false (F)
according to the above text.
1) Marketing management is to control the business.
[ F ]
2) Planning is the first step of marketing
management.
[ T ]
3) The costs of the control process must be low
compared to those without control.
[ T ]
4) Marketing management will reduce the
enthusiasm of sales people.
[ F ]
5) Only managers have the responsibility to know
the control process.
[ F ]
Section II
Text Study
Exercise 2 Match the words in the table below with their correct
Chinese equivalents.
1. minimize
A. 降低
2. achieve
B. 评估
3. assess
C. 差异
4. motivation
D. 准确地
5. personnel
E. 最小化
6. reduce
F. 达到
7. difference
G. 人员
8. accurately
H. 动力
Section II
Text Study
Exercise 3
Fill in the blanks with the appropriate form of the words in brackets.
Marketing control is the process of
monitoring
(monitor) the
proposed plans as they proceed and adjusting where necessary. If an
objective
states
(state) where you want to be and the plan
sets out a road map to your destination, then control tells you if you are
on the right route or if you
destination.
have arrived at
(arrive at) your
Section II
Text B
Text Study
Haier: Sound Marketing Management
Haier is well known for the implementation of marketing, sales service
and promotion management.
Haier attaches great importance (重视) to the building of marketing
channels. The senior decision-makers (高层决策者) divide the domestic
markets into five grades: Grade one, provincial cities；grade two, general
cities；grade three, county cities and districts；grade four and five, towns
and country districts. Haier believes that establishing local divisions can
satisfy the demands of consumers appropriately.
Section II
Text Study
Senior decision-makers agree that customer
service is more important than profit. Haier not
only stresses (强调) after-sales service, but also
pre-sales and sales service. Haier formulates the
detailed standards for the above services.
In order to satisfy the needs of customers in different regions, Haier
requires the promotional gifts to be made locally. The promotional campaign
is mainly aimed at promoting the brand, introducing new products and
guiding consumers to buy Haier’s products according to their needs.
Section II
Text Study
Exercise 4
Decide whether the statements are true (T) or false (F) according to
the above text.
1) Haier attaches great importance to distribution.
[ T ]
2) Senior decision-makers agree that profit is not
important.
[ F ]
3) All the promotional gifts are made by Haier.
[ F ]
Section III Situational Dialogues
Dialogue 1
How to Control Marketing Activities?
William is a new salesman. He is talking with his manager, Bill.
William: Hello, Bill. May I ask you some questions about marketing
activities?
Bill: Sure!
William: What does marketing control involve?
Bill: It involves measurement (衡量), evaluation (评估), and monitoring.
William: How to control the marketing activities?
Bill: We will stipulate (制定) some standards or indexes (指标). Marketing
managers use these to evaluate the process.
Section III Situational Dialogues
William: What happens if something unexpected occurs?
Bill: We have to check it out quickly and then revise it.
William: What factors should be considered if you want to control marketing
activities?
Bill: It depends. Usually it includes sales analysis, quality control, budget,
market research, feedback and performance of promotion.
William: I see. Thank you, Bill.
Bill: You’re welcome!
Section III Situational Dialogues
Dialogue 2
To Open New Coffee Shops
Li Ming, the general manager (GM) of a chain
coffee shop in Shanghai, is holding a
meeting with Carl, the marketing manager
and Carol, the financial manager.
Li Ming: Many new coffee shops were opened in Shanghai last year. It is
time for us to consider our expansion (扩张).
Carl: We have to expand business at a faster speed or we will miss the
opportunities.
Carol: According to my investigation, some old coffee shops were closed
last year because they were run badly.
Section III Situational Dialogues
Li Ming: Shanghai is a big city. Many foreigners are working in Shanghai
and thousands of foreign tourists visit here annually (每年). The market
situation is bright.
Carl: Nowadays, local young people are also important customers of
coffee shops. I visited my friend last week. He supplied both tea and
coffee to me.
Li Ming: More and more Chinese like to drink coffee. Coffee is becoming
an important substitution (替代品) for tea. The market demand for coffee
is growing very fast in Shanghai.
Carl: Some coffee shops were closed last year. Many of them failed due
to poor marketing effort.
Carol: I think we should open more shops this year. The first thing we
have to do is to choose the suitable locations.
Section III Situational Dialogues
Carl: We should choose some central business districts where white-
collar people (白领人士) and foreigners get together.
Carol: We might employ more persons for new shops. We must
prepare a budget for the key activities.
Li Ming: Would you make a marketing plan and a budget plan for
opening 10 new shops?
Carol: I will do it quickly.
Carl: Me too.
Section III Situational Dialogues
Exercise 5
Answer the following questions according to the dialogues.
1) What is the relationship between William and Bill?
William is a new salesman. Bill is his
manager.
2) How to control the marketing activities?
Marketing managers will stipulate some
standards or indexes and use them to
evaluate the process.
Section III Situational Dialogues
Exercise 5
Answer the following questions according to the dialogues.
3) What is the theme of the meeting?
Discuss whether to expand business or not
this year.
4) Where will they open new coffee shops?
Choose some central business districts to
open coffee shops.
5) Do they finally arrive at a conclusion?
Yes. Carl and Carol will make a marketing plan and a budget
plan separately for opening 10 new shops.
Section III Situational Dialogues
Exercise 6 Group discussion
You are going to open a coffee shop. Choose some classmates
to discuss the work. Please list what you are going to do. Then make
a presentation to the rest of the class.
1) Target customers. For example, foreigners, white-collar employees,
business people are the main customers.
2) Locate the coffee shops. The location is the most important factor for
a shop. Business centers, office areas, airport, and hotels are suitable
places.
3) Prepare high quality coffee drinks. Quality is the life of the business.
4) Make a budget, and manage the implementation.
Section III Situational Dialogues
Marketing Skills
Supply the best service to customers
营销管理应为顾客提供一流的服务
尽管营销管理的内容非常多，但保证产品的质量和完善的售后服务，是赢得顾
客的关键。比如：We assume the quality of the product we supply you is the best.
We are responsible for service and repair. Any repair is free of charge within one
year.
留住一个顾客，胜过开发十个顾客。请顾客填好表格。Please fill out the list.
May I have your business card? 主动和顾客保持联络，而不是等顾客联络你。
投诉事件的处理过程中，您应该先致歉，再接着安抚对方。I am very sorry. I
will find out the main reason as soon as possible.
顾客至上，对于推销员来说顾客永远是对的。如果顾客有意见，作为营销人员
应当认真考虑他们的意见，尽快给他们一个答复。We will take your suggestion into
account and give you a rapid reply.
Section IV Tasks
Exercise 7
Translate the flow chart into Chinese.
The Marketing Control Process
Marketing objectives
营销目标
Performance standards 绩效标准
Compare results against standards
根据标准比较结果
Corrections and alterations 更正与修改
Section IV Tasks
Exercise 8 Complete the following dialogue.
A: Beckon, the Spring Festival is coming.
It is the peak time for the sale
(销售的高峰期) of TVs.
B: Yes, we can’t miss the opportunity. We are preparing hard for the
holiday.
A: According to last year’s records, our products had a good sale during
the Spring Festival.
B: We could have sold more if the logistics had caught up with the sales.
But unfortunately, the supply of TVs couldn’t meet the huge demand (电视
机的供应跟不上旺盛的需求). Some customers complained that they had
to wait several days to receive the products.
Section IV Tasks
A: We will
set up a logistic team
(设立一个物流小组) to deal with the
delivery this year.
B: Good! On the other hand
(另一方面), some promotional persons
couldn’t answer the professional questions asked by the customers.
A: Is it necessary to send an engineer to work with them on-site?
B: I think so.
Section IV Tasks
Exercise 9 Please describe what you will do when you open
five new supermarkets.
1. Make a good plan. It is impossible for investors to obtain satisfactory
rewards if they lack a complete plan.
2. Create an efficient organization. A managing team will be set up to
guide all the works.
Section IV Tasks
3. Looking for a good location. Residential areas will be the main
locations for the new supermarkets.
4. Choose goods for sale. All the goods of the new shops mainly aim at
satisfying the demands of consumers living nearby.
Section IV Tasks
市场营销管理
具体来说，企业的营销管理过程包括以下步骤： (1) 制定营销计划；
(2) 营销计划的执行；(3) 营销计划的控制。同时，市场营销管理必须依托
于一定的机构或部门——市场营销组织进行。
市场营销计划是指企业根据资源供应和环境条件确定的一定时期、一定
区域内的营销目标，并为实现这一目标安排相应的营销活动和控制措施。一
般来说，一份市场营销计划成功与否关键在于它所确定的营销目标是否明确
合理、营销策略是否适当以及营销行动方案是否切实可行。
市场营销组织是制定和执行市场营销计划的职能部门。由于营销过程的
复杂性和营销目标不同，不同企业采用不同的营销组织形态。例如：职能型
组织、地区性组织，等等。
市场营销控制有四种主要类型，即年度计划控制、盈利控制、效率控制
和战略控制等。