Official 21 Set 4

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Which Elective Courses to Take

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Listen again to part of the conversation.Then answer the question
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Why does the woman go to see the professor?
  • A. To ask which elective courses he will be teaching next semester

  • B. To get more advice on which elective courses to take next semester

  • C. To find out the difference between public relations and marketing

  • D. To get help deciding whether to pursue a graduate degree in marketing

显示答案 正确答案: B

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    NARRATOR:Listen to a conversation between a student and her public relations professor.

    FEMALE STUDENT:Hi, Professor Gordon. I really learned a lot from your lecture, the one about analyzing all those different segments of the population.Oh, the official term's "audience," right?I never imagined that one company could have over 30 audiences to communicate with.

    MALE PROFESSOR:Yeah, a lot of students are taken aback by this.And some public-relations consultants don't figure it out till they've worked in the field a while.

    FEMALE STUDENT:Everyone thinks public relations, er, PR's easy, but there's a lot to it.You really got to know what you're doing.

    MALE PROFESSOR:Absolutely! [switching gears] Uh, so, Stacy, your e-mail implied that you needed my advice about graduate school?

    FEMALE STUDENT:No, since my undergraduate degree will be in public relations, I've already decided to get a master's degree in marketing. Sorry I wasn't clear.My issue is, I've got two required courses and two electives. I'm trying to figure out which elective courses to take.[very unenthusiastic]My advisor suggested economics and accounting, but I'm not really sure...

    MALE PROFESSOR:About...?

    FEMALE STUDENT:[really hated these courses, found them insufferably boring] Well, I endured accounting and economics in high school. I barely stayed awake, they were so...

    MALE PROFESSOR:[Laughingly interrupts just as she’s about to say the word,“ boring.” Clearly gets that she’s bored to tears by these subjects]OK, OK, I hear ya. [going back to subject at hand]Ah, you say you wanted a master's in marketing. You've got one more semester till graduation.Have you taken any marketing courses yet?

    FEMALE STUDENT:[matter-of-factly]No. I-I figured I've got the marketing basics already since I've taken every PR and communications course offered here.

    MALE PROFESSOR:Well, there's some overlap between PR and marketing, but there're important differences, too.Marketing focuses on selling your product or service... uh, y'know, attracting customers through advertising, and also building relationships with customers. That's what a marketing department does.PR's all about... it involves relationships, too. That's why I'm saying the two fields overlap.But in PR, you're developing relationships with a wider range of audiences.

    FEMALE STUDENT:Right, like employees, suppliers, the media.I do understand this in theory, but aren't you still selling your product, just in a different way?

    MALE PROFESSOR:Not necessarily. [Gets a thought to help reinforce this]OK, do you remember that PR strategy I alluded to the other day, the one our university uses, a strategy that doesn't overlap with its marketing strategy?

    FEMALE STUDENT:You mean how the university invites local residents to attend certain lectures and classes for free?

    MALE PROFESSOR:Yeah. This cultivates a sense of goodwill and helps the university avoid becoming isolated from the larger community.Bringing neighbors into our classrooms is good PR, but it's not marketing, since our neighbors aren't our "customers," for the most part.

    FEMALE STUDENT:That's why I wanna focus on marketing in graduate school.Wouldn't having expertise in PR and marketing give me more career options?

    MALE PROFESSOR:Yeah, but you'll also want to enjoy your work.So, for your electives, why don't you take advertising principles and intro to marketing, which I teach.This way, you'd find out if marketing's something you really wanna pursue.Graduate school tuition's expensive, and these courses will give you a good overview of the field before committing yourself.

    FEMALE STUDENT:[lamenting]I wish my advisor had suggested those courses!

    MALE PROFESSOR:Well, I'm somone who's worked in both marketing and PR, so I can offer a different perspective than someone who only teaches.

  • 旁白:听下面一段学生和她公共关系教授的对话。

    学生:你好!戈登教授。我真的从你的课堂上学习到了很多东西,就是那堂关于分析人口不同细分的课程。恩,官方术语应该是叫做受众,对吗?我从来没想过一个公司可以与三十多个受众客户进行沟通。

    教授:是啊,很多学生都为此很吃惊。而且许多公关顾问直到他们在这一领域工作了一段时间后才意识到这一点。

    学生:大家都以为公关,就是 PR 很简单,但是其实并不然。你真的得知道你在做什么才行。

    教授:确实。那么,史黛西,你给我发邮件说你要向我咨询一下研究生院的事情?

    学生:不是的,因为我将拿到公共关系的本科学位,所以我已经决定研究生时学习市场营销学。不好意思,我说的不够清楚。我的问题是,我有两门必修课程和两门选修课程。我正在考虑要选哪个课程作为选修。我的指教导师建议我学习经济和会计,但是我还真不能确定。

    教授:不确定什么?

    学生:呃,高中的时候我就在会计学和经济学中煎熬着。而我那时候基本不能保持清醒,它们太…

    教授:好啦好啦,我明白你的意思了。恩,你说你想攻读市场硕士学位,你还有一个学期就毕业了。那么你可否上过关于市场营销的课程呢?

    学生:没有。我想我已经有了市场营销学的基础了吧,因为我上了所有这里关于 PR 和交流课程。

    教授:是这样,PR 和市场营销的确有重叠之处,但是也有很重要的区别。市场营销更注重销售你的产品或者服务,恩,你知道的,就是通过广告来吸引客户,而且要与客户建立良好的关系。这就是市场系的工作。公共关系就更加广义,它也包括客户关系。这就是我所谓的重叠之处。但是 PR 是与更多的受众客户来建立关系。

    学生:是的。比如说雇员、供应商及媒体。这在道理上我很明白,但是你不同样是在以不同的方式进行销售吗?

    教授:那不一定。你记得前几天我提到的 PR 战略吗?就是我们大学用的那个战略,它并不与市场营销战略重叠?

    学生:你是指我们学校邀请当地人来免费学习一些特定的讲座和课程是吗?

    教授:是的,这就形成了一种良好的善意感(意指塑造良好的社会形象)并帮助我们学校避免被大环境所孤立。让我们的邻居们来学习就是一种很好的 PR,但是却不属于营销范畴,因为他们并不是我们的客户,至少大部分来讲是这样的。

    学生:这也是我想攻读市场营销研究生学位的原因。难道说有了 PR 和市场营销两门的专业知识不会让我有更多的职业选择吗?

    教授:会的。但是你也得喜欢你的工作啊。关于你选修课的问题,你就选我教的广告原则及市场介绍吧。这样的话,你就能知道你是否真的想去学习市场学了。研究生学习的学费很高,而这些课程可以让你在决定投身学习市场营销之前对这个领域有一个更好的认识。

    学生:如果我的指导教师之前也给我介绍这些课程就好了。

    教授:呵呵,我是又教市场营销又教 PR,所以我能比只教一门的老师更有不同的见解。

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    题型分类:主旨题

    音频定位:My issue is, Ive got two required courses and two electives. Im trying to figure out which elective courses to take.

    选项分析: 女学生在选课问题上想要征求教授的意见。

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