Part I　Lead-in Activities

Directions:You will hear a passage about marketing management.The words or phrases listed below will be of some help to you.

discipline n.branch of knowledge；subject of instruction学科；教学科目

market v.～（sth）（to sb）offer sth for sale，esp.by advertising，etc推销某物（尤指借助广告宣传）

cost-efficient（also cost-effective）adj.productive relative to the cost；bringing the best possible profits or advantages for the lowest possible costs有成本效益的；成本效益好的；合算的

context n.circumstances in which sth happens or in which sth is to be considered（某事物产生的或应考虑到的）环境，背景

profile n.brief biography of sb or description of sth in a newspaper article，broadcast，programme，etc（报刊文章、广播节目等中的）人物或事物之简介，概况，传略

SWOT analysis:四点分析（即分析企业的strengths，weaknesses，opportunities and threats）

product differentiation:the process of distinguishing a product or service from others，to make it more attractive to a particular target market产品差异化

vertical integration:an arrangement in which the supply chain of a company is owned by that company垂直整合

focus group:a form of qualitative research in which a group of people are asked about their perceptions，opinions，beliefs，and attitudes towards a product，service，concept，advertisement，idea，or packaging焦点小组；焦点团体（对焦点或重大问题进行会谈的质性研究的一种方法）

ethnographic adj.relating to the scientific description of the different human races人种的

intelligence n.secret information about a rival or an enemy（or potential enemy）情报

reengineering n.reconstruction；regeneration再建，重建；重生

Complete the following paragraphs according to the recording you have just heard.

Marketing management is a business discipline which focuses on the practical____1__of marketing techniques and the management of a firm's marketing resources and activities.Globalization has led firms to market____2__the borders of their home countries，making international marketing highly significant and an____3__part of a firm's marketing strategy.To create an effective，cost-efficient marketing management strategy，firms must possess a detailed，____4__understanding of their own business and the market in which they operate.

Marketing management employs various tools from____5__and competitive strategy to analyze the industry context in which the firm operates.

Marketing managers will examine each competitor's cost structure，sources of profits，resources and____6__，competitive positioning and product differentiation，degree of vertical integration，historical responses to industry developments，and other factors.

Marketing managers may also design and oversee various environmental____7__and competitive intelligence processes to help____8__trends and inform the company's marketing analysis.

More____9__，marketing managers work to design and improve the effectiveness of___10___marketing processes，such as new product development，brand management，marketing communications，and pricing.

Effective___11___may require management of both internal resources and a variety of external__12__and service providers，such as the firm's advertising agency.

Marketing management employs a variety of___13___to measure progress against___14___.

Marketing management therefore often makes use of various organizational control systems，such as sales forecasts，sales force and reseller___15___programs，sales force management systems，and customer relationship management tools.

Judge whether the following statements are true or false according to the listening material you have just heard.

1.In competitor analysis，marketers build detailed profiles of each competitor in the market，focusing especially on their weaknesses using SWOT analysis.

2.Quantitative marketing research，such as statistical surveys is not considered as a common technique for the purpose of conducting market research.

3.Marketers may make use of the tools of business process reengineering to ensure core marketing processes are properly designed，and use a variety of process management techniques to keep them operating smoothly.

4.Until recently，some software vendors used the term“marketing operations management”or“marketing resource management”to describe systems that facilitate an integrated approach for controlling marketing resources.

5.The initials“ERP”you have just heard in the listening material stands for Effective Radiated Power.