1

Marketing Un

it

Marketing is communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product’s value to the customer. From a societal point of view, marketing is the link between a society’s material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long-term relationships. Marketing blends art and applied science (such as behavioral sciences) and makes use of information technology.

1

2

社科英语社科英语综合教程

Learning Objectives

1. Understand the importance of 5 Ps in the marketing mix and explain their functions.2. Distinguish the diff erences among brand names, brand symbols and packaging.3. Learn about the SWOT analysis.4. Learn to write a commercial advertisement.

Part A Listening Task

Lead-in Activity

Watch a short video for its general idea and fi ll in the blanks with the words and phrases you hear in the video.

Th e Pros and Cons of Mobile Marketing

Mobile marketing comes in many forms and has many advantages and drawbacks. Smart phones and other 1._________ are firmly entrenched and mobile marketing campaigns may make sense for the businesses. Th ere are many faces of mobile marketing.

SMS. SMS is much more 2._________ outside of the US due to strict regulations for companies which intend to text advertisements of deals to consumers. Th ere are still a lot of money to be made through SMS marketing and the advantages for small businesses. When you look at the data, the 3._________ of a customer opening a text message and reading is much higher than any other platform.

Apps. With the rise of smart phones, applications or apps have been a 4._________ gold-rush for programs and business alike. Possibly, the most diffi cult part of app advertising is creating the need for the customer to 5._________ the app itself. One of the possible drawbacks of using apps and mobile marketing is that many users may download the app and never open it again.

QR Codes/MS Tags. Scanning that QR code with a 6._________ on your phone will bring you directly to a mobile website. Th e eff ectively active triggers 7._________ you from the real world to the digital world. Building that bridge has many advantages but the fear behind QR code campaign is that the buzz has faded and the industry has moved on.

3

Marketing Unit 1

In-Game Mobile Marketing. Marketers have compiled data and for a fee for fi nding the most eff ective games for your 8._________ demographic. Th e opportunity for growth in this booming market is huge.

Privacy Concerns. The major weakness of any mobile marketing campaign is the tightrope of privacy versus 9._________ which any business must walk. The consumer is liable to get annoyed with an overreach by an app or SMS campaign.

Blind Eye to a Boom. Th e benefi ts of a mobile marketing campaign 10.________ the cons. It allows you to be creative and try more styles of advertising or seamlessly merge into your current advertising campaign. It allows you to directly engage with the user and instantly track results.

Part B Reading Task

Text A

Th e Business of Marketing1

Edward Russell

1. Ask the average person on the street what marketing is and they’ll tell you that it’s about “selling stuff .” Th at’s fundamentally true, but marketing is not simply the act of sales, but how that sale is made. We are all surrounded by marketing 24/7 and each of us is already a marketer in our own way.

2. How do the professionals define marketing? According to the American Marketing Association, “Marketing 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 benefi t the organization and its stakeholders.”

3. The World Marketing Association defines marketing as “the core business philosophy that directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties.”

1 Th is text is adapted from Th e Financial of Marketing by Edward Russell (2009).

4

社科英语社科英语综合教程

4. And finally, the UK’s Chartered Institute of Marketing says that “marketing is the management process for identifying, anticipating and satisfying consumer requirements profi tably.”

5. If we just look at the commonalities of these three defi nitions, we can see that, in essence, marketing is: a) discovering and giving consumers what they want and need, and b) doing this at a profi t.

Th e 4 or 5 Ps of Marketing6. Professor Jerome McCarthy of Michigan State University wrote a book in the 1950s and

defi ned the 4 Ps of marketing: product, place, price and promotion. Th is book provided a clear structure to the oldest profession on the planet and became the very defi nition of marketing.

7. In order to better understand marketing, develop your own definition of the term. For example, I think of marketing as the manipulation of product, price, distribution promotion and people to satisfy consumers at a profi t. Manipulation is a charged word, especially when we talk about manipulating people. However, manipulation is important because as a marketer, I control each of the tools of marketing and manipulate them to maximize impact on the market.

8. As a marketing manager, I manipulate what a product looks like, smells like, and feels like. I manipulate how much should be charged for my product. I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. Th ere are the 4 Ps of marketing as highlighted by McCarthy. To these we have added a fi ft h P: people.

People9. Marketers have debated for years whether “people” should be included as the fi ft h P of

marketing. But without people, there is no point in marketing, which is why I include it here.

10. Practiced well, marketing revolves around the wants, needs and desires of people. Sometimes these needs are physical, such as nutritious food and clean water. Sometimes the needs are psychological, such as a need to impress. Sometimes the need is sociological, such as the need to fi t into a culture, or the need to stand out. Th ere are an infi nite number of reasons for people to do what they do, want what they want and act as they do. Th erefore, eff ective marketing should begin with an insightful understanding of the consumer.

11. However, few marketers actually begin with consumers. Why? Because most marketing

5

Marketing Unit 1

starts with the invention of some new product that there may or may not be a market for. “We’ve invented a better product. Now go find someone to buy it, which is all too often the sequence of events. Quite simply, this is why 80% plus of all new products in the US fail in their first year.”

12. No matter what we are selling, there will be some people that are more likely than others to want to buy it. For example, as a non-smoker, it would be a waste of time and money to try to get me to buy your brand of cigarettes. However, if I were a confirmed smoker, I might be interested in trying a new brand I’d never tried. Discovering your ideal target market and learning all you can about why they do and what they do will help you determine the best way to present your product to maximize interest.

Product13. Your product is anything that can be offered for sale or use to another individual. It

includes the quality of the product, the materials chosen, the color/size/scent/taste, every physical aspect of the product. It also includes the packaging of the product, the design and manufacturing of the product and any research and development underway to discover better ways to make the product. The product P covers everything that goes into the development of the tangible or intangible object.

Price14. Price not only pays for your cost of goods and profit, it does much more. Price

communicates quite a bit about the product and sets quality expectations. It also segments the audience into those who can afford it and those who can only wish they could. And finally, it even conveys how you should consume the product.

15. Even an established brand can charge too much or too little. For example, the VW Phaeton was a failure because VW had spent decades convincing us “the people’s car shouldn’t be expensive.” Similarly when the Porsche 914 became known as the “poor man’s Porsche” (due in part to its low entry-level price), the brand was doomed to failure.

Place16. Place refers to where and how you sell your product and is also referred to as

distribution. To get this P right, you have to decide whether to sell your product in an exclusive boutique or in a huge superstore. Will you make it widely available or in a select few stores? There are important strategic decisions that influence how your product is perceived and the price consumers will be willing to pay for it.

17. For example, how special would a Burberry coat be if you could buy it at a discount

6

社科英语社科英语综合教程

store? Some products start with very exclusive distribution, establish a reputation for their brand and then expand distribution. Apple did this with their iPod, which started in exclusive Apple stores and online and is now widely available. Consider how your quality expectations change in regard to low-cost airlines such as Ryanair compared to British Airways. Place can set quality expectations.

Promotion18. Any way you choose to promote your product is called promotion in marketing. This

includes any form of marketing communication, such as advertising, public relations, sales promotion, event marketing, as well as any personal one-on-one selling you do.

19. Th ere is another P that gets debated on a regular basis and that is “profi t.” All commercial businesses are in business to make a profi t. Profi ts are good. With profi ts, businesses can pay their employees more; they can expand their business and hire more people; they can start new businesses. Profi ts are the lifeblood of capitalism.

20. There are thousands of ways to increase profitability. You can sell more, charge more, widen distribution, shrink distribution, cut the material cost of goods while keeping the same pricing, shrink the amount of product you are selling but increase the price or cut the cost of manufacturing by producing the product in the least expensive factory in the world.

Notes

1. Marketing 24/7 refers to marketing 24 hours a day and 7 days a week. 全天候不间断

营销

2. American Marketing Association (AMA) is the largest marketing association in North America. It is a professional association for individuals and organizations involved in the practice, teaching and study of marketing worldwide. 美国市场营销协会

3. World Marketing Association (WMA) is a professional organization for marketers, offi cially formed in 1996 at the AMA fi rst global marketing leadership conference. 世界

市场营销协会 ( 由美国市场营销协会创立 )4. UK’s Chartered Institute of Marketing is the world’s large organization for professional

marketers, playing a key role in training, developing and representing marketing. 英国特

许营销学会

5. 4 Ps of marketing refers to product, place, price and promotion. 营销 4P 理论，包括产

品、渠道、价格和促销

7

Marketing Unit 1

6. Marketing manager is a manager who is responsible for facilitating the exchange of products between a company and its customers or clients. 营销经理

7. VW Phaeton refers to a luxury car made by Volkswagen. 大众辉腾（大众汽车公司生

产的一款豪华轿车）

8. Porsche 914 is a sports car built collaboratively by Volkswagen and Porsche. 保时捷 914

（保时捷与大众汽车公司合作生产的一款跑车）

9. Burberry refers to a British luxury fashion house, manufacturing clothing, fragrance and fashion accessories. Its distinctive tartan pattern has become one of is most widely copied trademarks. 博柏利（英国奢侈品牌公司，又译为 “ 巴宝莉 ”）

10. Exclusive distribution means something available only at particular shop. 独家经销

11. Ryanair is an Irish low-cost airline. 瑞安航空公司 ( 爱尔兰廉价航空公司 )12. British Airway is the largest airline in the UK, based on fleet size, international flights

and intentional destinations, and one of the largest airlines in the world. 英国航空公司

13. Event marketing refers to the activity of showing and advertising products or services to people in public places or at special events, such as trade shows or sports competitions.

事件营销

New Words and Expressions

1. marketer n. 商人；市场营销人员

2. stakeholder n. 参与人；投资者

3. philosophy n. 哲学；思想体系；哲学体系

4. commonality n. 共性，共同特征

5. manipulation n. 熟练的使用；操作；处理

6. entice v. 诱惑；诱使

7. revolve around 以……为主题；围绕

8. insightful adj. 领悟力强的；富有洞察力的

9. tangible adj. 有形的；实在的；可触摸的

10. intangible adj. 无形的；难以捉摸的；难以确定的

11. segment v. 分割

12. exclusive adj. 独有的；排外的

13. boutique n. 时装店；精品店 14. lifeblood n. 生命线；命脉

15. capitalism n. 资本主义

8

社科英语社科英语综合教程

Content-based Exercises

Task 1 Find out diff erent defi nitions of marketing and fi ll in the blanks accordingly. Diff erent defi nitions of marketing:

1. By the American Marketing Association

2. By the World Marketing Association

3. By the UK’s Chartered Institute of Marketing

4. By the author

Task 2Fill in the table about 5 Ps.

Five Ps Connotations

1. Marketing revolves around 2._____________. Eff ective marketing should begin with an insightful 3._____________.

4. It is anything that can be off ered for 5._____________to another individ-ual. It covers both 6._____________.

7. It not only pays for your cost of goods and profit, but does much more, such as communicating about the product, 8._____________, 9._____________, and even 10._____________.

11. or Distribution

It refers to where and how 12._____________.

13. It refers to the way you choose to promote your product, such as 14._____________, 15. , 16._____________, 17._____________, as well as any personal one-on-one selling you do.

9

Marketing Unit 1

Task 3 Decide whether the following statements are true (T) or false (F).

________ 1. Professor Jerome McCarthy first defined the 5Ps of Marketing.________ 2. Having a comprehensive understanding of the consumers is the first step of an

effective marketing.________ 3. Most marketing starts with the invention of some new product that there is a

market for.________ 4. Pricing is a way to distinguish the target consumers.________ 5. When iPod was first released, consumers could buy it only in exclusive shops.________ 6. According to the author, profit does not matter in the processing of marketing.

Language Building-up

Task 1Match the words in Column A with the ones in Column B to make appropriate expressions.

Column A Column B

1. core a. object

2. intangible b. market

3. target c. business

4. exclusive d. promotion

5. sales e. distribution

Task 2 Translate the above expressions you have got into Chinese.

1.2. 3. 4. 5.

Task 3Complete the following sentences with the correct form of the above expressions.

1. _____________ is a short-term incentive to encourage the purchase of a product or service now.

10

社科英语社科英语综合教程

2. As to the _____________ of grain, oil, sugar and cotton, their market shares are expected to account for more than 15% respectively.

3. A (An) _____________ is a good that does not have a physical nature, as opposed to a physical good (an object).

4. A specific group of consumers that a business wants to attract and sell products to is called a (an) ____________. 

5. Essentially, the retailer is buying excess capacity from the manufacturer at a lower price and is authorized  _____________ within mainland China. 

Task 4Translate the following sentences into Chinese.

1. Marketing 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 benefi t the organization and its stakeholders.

2. Marketing is the management process for identifying, anticipating and satisfying consumer requirements profi tably.

3. Discovering your ideal target market and learning all you can about why they do and what they do will help you determine the best way to present your product to maximize interest.

4. Some products start with very exclusive distribution, establish a reputation for their brand and then expand distribution.

5. With profi ts, businesses can pay their employees more; they can expand their business and hire more people; they can start new businesses.

Text B

Brand, Trademark and Branding1

1. Consumers who buy Calvin Kevin underwear, Ford cars Coca-Cola without looking at competitive products are loyal to a brand. But what does this mean? One explanation is that they have internalized their purchasing to the point where it is no longer a conscious decision.

2. Unsurprisingly, this is a dream of every manufacturer and marketer because they believe

1　 Th is text is adapted from English for International Marketing (2016).

11

Marketing Unit 1

that they no longer have to invest time and money in convincing consumers to try or buy their products. Consumers believe that a brand “speaks” to them in some ways, and represents a lifestyle they either have or aspire to, or a unique service they want. Indeed, some people often say, “That’s not my brand” when confronted by a conflicting choice.

3. A brand name associated with a quality product is one of the most valuable assets a company can have. For example, the name Reebok, although unknown before 1981, has become synonymous with stylish athletic footwear. Most products in the marketplace are branded, that is, they have a name and/or symbol that is identified with the product. A brand means more than a name, it is also presented by the benefits it conveys of the core product, the package it is in, and any warranties and services associated with it.

4. Companies spend millions of dollars establishing brand names and keeping them before the public eye. For Walt Disney, Johnson&Johnson, the brand name means competitive advantage. Although brand names are generally associated with the consumer good, they can be equally important for industrial products. The name IBM carried such weight in computers that many information managers feared to buy anything else. As many said, “you can’t get fired for buying an IBM product.” Also, a brand name should fit the brand image. Tiffany is a good name for jewelry because it gives the impression of being exclusive, fine and status-oriented. Nassan’s Pathfinder is a good name for the four-wheel drive vehicle because it brings to mind adventure and exploration. The name should be easy to pronounce and recognize as well. For international marketers, the name should be able to be translated into other languages without altering its meaning. Given this objectives, companies use both managerial judgment and consumer tests to select a brand name.

5. Brand symbols can be as important as brand names in establishing product associations and a brand image. A logo is the version expression of a brand. It’s a means of creating an instant, distinctive presence that can separate a brand from the competition, and allow it to develop a language of its own. It’s a sign that communicates what the brand is about. A well-designed logo can attract its target audience, even if they are unfamiliar with the brand. Logos are also a means of indicating origin, ownership, or association, and there are some distinct types. For example, they might take the form of a “word mark” written in a distinctive manner (such as Coca-Cola or Coke); or an abstract symbol, which may have no obvious relation to the brand name (the Mercedes Star, or Nike’s swoosh); or it might be a hybrid of the two. Others are designed to be simple representations of a name, such as the Apple logo. Ultimately, logos should capture and translate the company’s value

12

社科英语社科英语综合教程

and mission. When customers see a logo, they should know not just who it presents, but what.

6. A third important component of a brand is packaging. Its importance is reflected in the fact that 10 cents of every RMB spent by consumers goes to package development. One survey by a design firm found that many executives considered packaging the most important element in the consumer’s decision to buy. Th e package plays a number of important roles. First, it identifies and promotes the brand. Second, the distinctive package design can attract consumers’ attention and increase sales. Th ird, a package can identify a line of products. Fourth, packaging communicates information on ingredients, quantity, and product use. Packaging also communicates product benefi ts or changes in product characteristics that might appeal to consumers. Packaging has a functional role as well as promotional and informational role. It can provide convenience, preservation, storage and safety benefi ts.

New Words and Expressions

1. internalize v. 使内在化

2. conscious adj. 有知觉的；有意识的

3. represent v. 代表

4. synonymous adj. 同义的

5. warranty n. 保证；担保

6. status n. 地位；状态

7. oriented adj. 以……为方向 / 导向的；定向的 8. instant adj. 立即的；紧急的

9. distinctive adj. 有特色的，与众不同的；区别的

10. swoosh n. 嗖的一声（涡动）；哗哗作响的移动

11. hybrid n. 混合物

12. capture v. 捕捉；夺得

13. executive n. （公司或机构的）经理，主管领导

14. ingredient n. 成分；（尤指烹饪）原料

15. informational adj. 信息的；报告的

16. preservation n. 保存，保留

13

Marketing Unit 1

Content-based Exercises

Task 1 Fill in the blanks according to the text.

Brand names mean 1. ____________________.�ere are three ways toestablish brand names.

�ey should be associated with both 3. __________________________.

�ey should 4. _______________.

�ey should 5. ___________________________________________.

6. __________________________.

7. __________________________.

8. __________________________.

9. __________________________.

10. _________________________ _________________________.

representations of a name

It identi�es a line of products.

Brand symbols or logos are 2. ____________________.�ere are distinct types of logos.

Packaging plays promotionaland informational roles.

Brand

Task 2 Discuss the following questions with your classmates.

1. What is the dream of every manufacturer and marketer?2. How should international marketers choose a brand name?3. What do brand logos indicate?4. What is the functional role of packaging?

14

社科英语社科英语综合教程

Language Building-up

Task 1Match the words in Column A with the ones in Column B to make appropriate expressions.

Column A Column B1. consumer a. asset2. quality b. goods3. brand c. image4. valuable d. product5. competitive e. design6. package f. advantage

Task 2 Translate the above expressions you have got into Chinese.

1. 2. 3. 4. 5. 6.

Task 3Complete the following sentences with the correct form of the above expressions.

1. Th e new model will contribute to increasing volume, enhancing ______________ and enlargement of its customer base.

2. It’s our responsibility to off er ______________ and satisfactory service.3. In ______________ industries, cost effi ciency is usually the reason for an acquisition.4. If you want your employees to be motivated to do their best, and if you want them to be

the most ______________ on your balance sheet, then let them get some ownership in the organization.

5. A favorable ______________ can attract people’s attention and drive people to make the purchase.

6. Only by keeping down cost will America maintains its ______________ over other countries on digital products.

15

Marketing Unit 1

Text C

SWOT Analysis1

Prachi Juneja

1. SWOT is an acronym for Strengths, Weaknesses, Opportunities and Threats. By definition, Strengths (S) and Weaknesses (W) are considered to be internal factors over which you have some measure of control. Also, by definition, Opportunities (O) and Threats (T) are considered to be external factors over which you have essentially no control.

2. SWOT Analysis is the most renowned tool for audit and analysis of the overall strategic position of the business and its environment. Its key purpose is to identify the strategies that will create a firm specific business model that will best align an organization’s resources and capabilities to the requirements of the environment in which the firm operates. In other words, it is the foundation for evaluating the internal potential and limitations and the likely opportunities and threats from the external environment. It views all positive and negative factors inside and outside the firm that affect the success. A consistent study of the environment in which the firm operates helps in forecasting the changing trends and also helps in including them in the decision-making process of the organization. An overview of the four factors (Strengths, Weaknesses, Opportunities and Threats) is given below:

3. Strengths are the qualities that enable us to accomplish the organization’s mission. These are the basis on which continued success can be made and continued. Strengths can be either tangible or intangible. These are what you are well-versed in or what you have expertise in, the traits and qualities your employees possess (individually and as a team) and the distinct features that give your organization its consistency. Strengths are the beneficial aspects of the organization or the capabilities of an organization, which includes human competencies, process capabilities, financial resources, products and services, customer goodwill and brand loyalty. Examples of organizational strengths are huge financial resources, broad product line, no debt, committed employees, etc.

4. Weaknesses are the qualities that prevent us from accomplishing our mission and achieving our full potential. These weaknesses deteriorate influences on the organizational success and growth. Weaknesses are the factors which do not meet the

1 This text is adapted from http://managementstudyguide.com/swot-analysis-of-google.htm.

16

社科英语社科英语综合教程

standards we feel they should meet. Weaknesses in an organization may be depreciating machinery, insufficient research and development facilities, narrow product range, poor decision-making, etc. Weaknesses are controllable. Th ey must be minimized and eliminated. For instance—to overcome obsolete machinery, new machinery can be purchased. Other examples of organizational weaknesses are huge debts, high employee turnover, complex decision making process, narrow product range, large wastage of raw materials, etc.

5. Opportunities are presented by the environment within which our organization operates. Th ese arise when an organization can take benefi t of conditions in its environment to plan and execute strategies that enable it to become more profitable. Organizations can gain competitive advantage by making use of opportunities. Organization should be careful and recognize the opportunities and grasp them whenever they arise. Selecting the targets that will best serve the clients while getting desired results is a diffi cult task. Opportunities may arise from market, competition, industry/government and technology. Increasing demand for telecommunications accompanied by deregulation is a great opportunity for new fi rms to enter telecom sector and compete with existing fi rms for revenue.

6. Threats arise when conditions in external environment jeopardize the reliability and profi tability of the organization’s business. Th ey compound the vulnerability when they relate to the weaknesses. Th reats are uncontrollable. When a threat comes, the stability and survival can be at stake. Examples of threats are—unrest among employees; ever changing technology; increasing competition leading to excess capacity, price wars and reducing industry profi ts; etc.

Advantages of SWOT Analysis7. SWOT Analysis is instrumental in strategy formulation and selection. It is a strong tool,

but it involves a great subjective element. It is best when used as a guide, and not as a prescription. Successful businesses build on their strengths, correct their weakness and protect against internal weaknesses and external threats. Th ey also keep a watch on their overall business environment and recognize and exploit new opportunities faster than its competitors. SWOT Analysis helps in strategic planning in following manners:

a. It is a source of information for strategic planning. b. It builds organization’s strengths. c. It reverses its weaknesses. d. It maximizes its response to opportunities. e. It overcomes organization’s threats.

17

Marketing Unit 1

f. It helps in identifying core competencies of the firm. g. It helps in setting of objectives for strategic planning. h. It helps in knowing past, present and future so that by using past and current data,

future plans can be chalked out. 8. SWOT Analysis provides information that helps in synchronizing the firm’s resources

and capabilities with the competitive environment in which the firm operates.

SWOT ANALYSIS FRAMEWORK

Environmental Scanning

Internal Analysis• Strengths• Weaknesses

External Analysis• Opportunities• �reats

Limitations of SWOT Analysis9. SWOT Analysis is not free from its limitations. It may cause organizations to view

circumstances as very simple because of which the organizations might overlook certain key strategic contact which may occur. Moreover, categorizing aspects as strengths, weaknesses, opportunities and threats might be very subjective as there is great degree of uncertainty in market. SWOT Analysis does stress upon the significance of these four aspects, but it does not tell how an organization can identify these aspects for itself. There are certain limitations of SWOT Analysis which are not in control of management. These include:

a. Price increase; b. Inputs/raw materials; c. Government legislation; d. Economic environment; e. Searching a new market for the product which is not having overseas market due to

import restrictions; etc.

SWOT Analysis of Google10. Google is probably the world’s best-known company for pioneering the search engine

revolution and providing a means for the internet users of the world to search and find information at the click of a mouse. Further, Google is also known for its work in

18

社科英语社科英语综合教程

organizing information in a concise and precise manner that has been a game changer for the internet economy and by extension, the global economy because corporations, individuals, and consumers can search and access information about anything anywhere and anytime. Moreover, Google also goes with the motto of “Do not be Evil” which means that its business practices are geared towards enhancing information and actualizing best practices that would help people fi nd and search information. Th ough its business practices in China and elsewhere where the company was accused of being complicit with the authoritarian regimes in censoring information were questionable, on balance, the company has done more good than harm in bringing together information and organizing it.

Strengths 11. Market Leader in Search Engines Perhaps the biggest strength of Google is that it is

the undisputed leader in search engines, which means that it has a domineering and lion’s share of the internet searches worldwide. Google has more than 65% of the market share for internet searches and the competitors do not even come close to anywhere that Google does.

12. Ability to Generate User Traffic Google is a household brand in the world. Its ability to drive internet user traffi c is legendary, and this has helped it become one of the most powerful brands in the world. Indeed, Google averages more than 1.2 billion hits a month in terms of the unique searches that users perform on the site. Th is gives it an unrivaled and unparalleled edge over its competitors in the market.

13. Revenue from Advertising and Display Its revenue model wherein it garners humungous profi ts through partnerships with third party sites has held the company in good stead as far as its ability to mop up resources and increase both its top-line as well as bottom-line is concerned. Th is is another key strength of the company that has helped it scale greater heights.

14. Introduction of Android and Mobile Technologies The last of the strengths discussed here relates to its adoption of Android and Mobile technologies. Th is has resulted in it becoming a direct competitor of Apple as far as these devices, and operating systems are concerned.

Weaknesses 15. Excessive Reliance on Secrecy Google does not reveal its algorithm for searches or

even its basic formula as far as internet searches are concerned leading to many experts

19

Marketing Unit 1

slamming the company for being opaque and hiding behind the veneer of secrecy. However, in recent years, Google has taken steps to redress this by providing a bare bones version of its unique search engine algorithm.

16. Falling Ad Rates In recent years and especially in 2013, the company has been faced with declining revenues from ads and as a result, the profitability of the company has taken a hit. This is partly due to the ongoing global economic slowdown and partly because of competitors snapping at its heels in a more aggressive manner. Indeed, Apple has already taken steps to garner search engine revenues in its devices and hence, Google must be cognizant of the challenges that lie ahead.

17. Overdependence on Advertising Google’s business model relies heavily on advertising and the numbers reveal that it gets more than 85% of its revenues from ads alone. This means that any potential dip in revenues would cost the company dearly (literally as well as metaphorically). The point here is that Google has to devise a more robust business model that embraces e-commerce and mobile commerce along with its current business model that is based on ad revenues alone.

18. Lack of Compatibility with Next Generation Devices Another weakness for Google is that it is not compatible with many next generation computing platforms including mobile and tablet computers and this remains an area of concern for the company.

Opportunities 19. Android Operating System Perhaps the biggest opportunity for Google lies in its

pioneering effort in providing the Android OS (Operating System) which has resulted in its becoming a direct competitor to Apple and Samsung.

20. Diversification into Non-ad Business Models As discussed earlier, the company has to diversify into non-ad revenues if it has to remain profitable and current indications are that it is adapting itself to this as can be seen from the push towards commercial transactions using its numerous sites like Google Books, Google Maps, etc.

21. Google Glasses and Google Play The introduction of Google Glasses and Google Play promises to be a game changer for Google and this is a significant opportunity that the company can exploit. Indeed, this very aspect can make the company take the next evolutionary leap into the emerging world of nano-computing.

22. Cloud Computing Cloud Computing remains a key opportunity for Google as it is already experienced in providing storage and cloud solutions. Indeed, if not anything, it can move into the enterprise market using the cloud-computing paradigm.

20

社科英语社科英语综合教程

Th reats 23. Competition from Facebook The advent of Social Media has seriously threatened

Google’s dominance in the internet world and the company has to pull an ace to deal with the increasing features available on Facebook and Twitter.

24. Mobile Computing Another threat to Google is from the emerging area of mobile computing that threatens to pass the company by as newer companies seize the opportunity to ramp up their mobile computing presence.

Notes

1. Cloud computing refers to an IT paradigm that enables ubiquitous access to shared pools of configurable system resources and higher-level services that can be rapidly provisioned with minimal management eff ort, oft en over the Internet. 云计算

2. Mobile computing refers to human–computer interaction by which a computer is expected to be transported during normal usage, which allows for transmission of data, voice and video. 移动计算

New Words and Expressions

1. acronym n. 首字母缩略词 2. audit n./v. ( 审计 ) 查账 3. align v. 匹配

4. consistent adj. 始终如一的，坚持的 5. well-versed adj. 精通的；熟知的

6. deteriorate v. 恶化

7. obsolete adj. 废弃的；老式的

8. jeopardize v. 危害

9. vulnerability n. 脆弱性；弱点

10. prescription n. 药方；指示

11. synchronize v. 使……合拍；使……同步

12. gear v. 使……适合；使……准备好

13. complicit adj. 有同谋关系的，串通一气的 14. authoritarian adj. 独裁主义的；权力主义的

15. regime n. 政权；社会制度；管理体制

16. censor v. 审查，检查