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
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...
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.
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。
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。
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：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？