工商管理英語Chapter 5 市場營銷

[00:00.00]define vt. [00:00.54]規(guī)定 [00:01.07]flexible a. [00:01.72]柔軟的 [00:02.38]objective n. a. [00:03.23]目標， 客規(guī) [00:04.08]machinery n. [00:04.82]機器 [00:05.56]therefore adv. [00:06.32]因此 [00:07.08]quality n. [00:07.73]質量 [00:08.39]manufacturing n. [00:09.25]制造業(yè) [00:10.11]secure a. vt. [00:10.67]安全 保證 [00:11.23]A:We need to define a new strategy but this strategy must be flexible enough to take into account changing market conditions. [00:17.10]我們需要制定一項新的策略，但這項策略必須很靈活，才能適應不斷變化的市場條件。 [00:22.96]B:I agree.Our main objective must be gaining market share,and to do this we must reduce prices. [00:27.42]我同意，我們的主要目標必須是占領市場份額，為此我們就必須降低售價。 [00:31.87]A:So are you sure that if we reduce prices,our market share will increase? [00:34.23]降低售價就能增加市場份額，對此你有把握嗎? [00:36.60]B:Yes,I'm sure. [00:37.46]對，我有把握。 [00:38.32]C:That's probably true,but if we reduce prices,our margins will be lower and that will cut profits. [00:42.36]也許是這樣?？墒侨绻档褪蹆r，我們的賺頭就會減少，并使得利潤下降。 [00:46.39]B:In the short term that's right,but we can slowly increase production, [00:49.20]短期看是對的，但是我們可以慢慢增加產量， [00:52.01]and with increased production,we'll cut unit costs. [00:53.98]如果產量上去了，單位成本也就降低了。 [00:55.95]C:That's really a long_term prospect. [00:57.04]那可真是長遠的前景。 [00:58.12]Unit costs can only come down if we invest in new plant and machinery. [01:00.42]單位成本的降低只能靠我們對新設備的機械的投資。 [01:02.72]A:Let's stop there a minute and try to define our strategy in two directions firstly the market and secondly manufacturing. [01:07.13]這個問題暫時放一放，讓我們設法先從兩個方面來確定我們的策略，首先是市場，其次是生產。 [01:11.55]Do we agree that increased market share is the objective? [01:13.74]大家同不同意我們的目標是增加市場份額。 [01:15.94]C:No,I don't agree.I think we should go for higher profitability. [01:17.98]不，我不同意，我認為應該爭取更高的利潤。 [01:20.01]If we can upgrade the product,we'll get better prices and therefore high profits. [01:22.73]如果讓產品升級，就可以提高售價，那么利潤也就更高了。 [01:25.45]B:Look,the market is already very competitive and getting more. [01:27.81]你看，市場競爭已經非常激烈了，而且會更加激烈。 [01:30.17]So if we increase prices,whatever the quality,sales will drop rapidly. [01:33.05]如果我們提高售價，那么不管質量多高，銷售量肯定會急劇下降。 [01:35.92]A:Right,let's look at it from the other point of view manufacturing. [01:37.92]好啦，那讓我們從另一個角度生產的角度來看這個問題吧。 [01:39.92]C:Well,if we can reduce costs in manufacturing,that must put us in a strong position to adapt to the market. [01:44.87]好的，如果能降低生產成本，我們就能處于一個非常有利的地位來適應市場。 [01:49.82]The only way me can be flexible enough is to sub_contract more of the production. [01:52.77]只有把更多的生產項目轉手承包出去，我們才能有足夠的靈活性。 [01:55.72]B:But it'll mean job losses if we do that. [01:56.94]如果那樣就會有人丟掉工作。 [01:58.15]C:Yes,but the jobs that remain will be more secure. [02:00.20]對，可是剩下的工作會變得更有把握。 [02:02.25]marketing n. [02:03.06]市場營銷 [02:03.87]needs n. [02:04.47]需要 [02:05.07]wants n. [02:05.64]欲望 [02:06.20]demands n. [02:06.90]需求 [02:07.61]product n. [02:08.21]產品 [02:08.81]exchange vt. [02:09.42]交換 [02:10.04]transaction n. [02:10.83]交易 [02:11.63]production concept [02:12.60]生產觀念 [02:13.56]product concept [02:14.40]產品觀念 [02:15.24]selling concept [02:16.08]推銷觀念 [02:16.93]marketing concept [02:17.94]市場營銷觀念 [02:18.95]Marketing must be understood in the sense of satisfying customer needs. [02:21.81]市場營銷的實質是滿足消費者的需求。 [02:24.67]Selling is not marketing. [02:26.00]銷售并不等于市場營銷。 [02:27.33]Selling and advertising are only part of a larger marketing mix. [02:30.22]銷售和廣告只是市場營銷的一小部分。 [02:33.10]The aim of marketing is to make selling superfluous. [02:35.49]營銷的目的是就是使銷售變?yōu)槎嘤唷? [02:37.88]The aim is to know and understand the customer so well that the product or service fits and sells itself. [02:42.52]具體來說，營銷的目的是充分理解消費需求，在此基礎上提供滿足需求的產品和服務，從而使得產品可以自行銷售。 [02:47.16]Understanding customers'needs,wants,and demands in detail provide important input for designing marketing strategies. [02:52.24]深入理解顧客的需要、欲望和需求能夠幫助企業(yè)制定合理有效的營銷戰(zhàn)略。 [02:57.32]The importance of products lies in the benefit they provide. [02:59.74]產品的重要性在于它們所提供的效用。 [03:02.15]The term product covers physical goods,services,and a variety of other vehicles that can be wanted. [03:06.70]產品這個概念包括有形產品、無形勞務和其他一系列媒介物(如信息)等能滿足消費需求、欲望的東西。 [03:11.24]Consumers make buying choice based on their perceptions of the value that various products and services deliver. [03:15.77]消費者的選購決策是在對不同產品和服務所提供的效用的理解判斷基礎上做出的。 [03:20.31]Consumers often do not judge product values and costs accurately or objectively. [03:23.30]消費者往往不能很精確、很客觀地評價產品的價值和成本。 [03:26.29]They act on perceived value. [03:27.66]他們只以產品的表象認知價值為評價依據。 [03:29.03]Customer satisfaction is closely linked to quality. [03:31.40]消費者的滿意與產品質量緊密相連。 [03:33.76]American Society for Quality Control defines quality [03:36.01]美國質量控制協會將質量定義為： [03:38.25]as the totality of features and characteristics of a product or services that bear on its ability to satisfy customer needs. [03:43.56]產品和服務能滿足消費者需要的所有屬性和特征。 [03:48.86]Quality begins with customer needs and ends with customer satisfaction. [03:51.56]質量始于消費者需要，止于消費者滿意。 [03:54.27]Beyond creating short_term transactions,marketers need to build long_term relationships with valued customers,a distributor,dealers,and suppliers. [04:00.81]除了進行短期交易，營銷者還需要與目標顧客，分銷商，經銷商，供應商建立良好的長期關系。 [04:07.35]The operating assumption of relationship marketing is: [04:09.35]關系營銷的行為原理是： [04:11.35]build good relationship and profitable transactions will follow. [04:14.01]與顧客建立起良好的關系后，有利的交易自會隨之而來。 [04:16.68]To marketers,market is the set of actual and potential buyers of a product. [04:19.72]從營銷者的角度來看，市場是某產品實際的和潛在的買主的集合。 [04:22.77]Marketing means managing markets to bring about exchanges for the purpose of satisfying human needs and wants. [04:27.23]市場營銷是指為滿足人們的需要和欲望而組織市場進行交換的活動。 [04:31.70]Activities such as product developments,research,communication,distribution,pricing and service are core marketing activities. [04:37.58]產品開發(fā)、(市場)調研、(信息)交流、分銷、定價、服務等活動是市場營銷活動的核心內容。 [04:43.45]We define marketing management as the analysis,planning,implementation,and control of programs designed to create,build， [04:48.97]市場營銷管理是指對營銷項目進行分析、制定計劃、組織實施和進行監(jiān)控的過程， [04:54.48]and maintain beneficial exchanges with targeted buyers for the purpose of achieving organizational objectives. [04:59.21]它便于創(chuàng)造，建立和維護目標顧客之間為達到組織營銷目標而出現的利益交換關系。 [05:03.93]At any point in time,there may be no demand,inadequate demand,irregular demand,or too much demand, [05:08.61]在不同的時點，需求可能呈不同的狀態(tài)：無需求，不充足需求，波動需求，超飽和需求等等， [05:13.29]and marketing management is concerned not only with finding and increasing demand, [05:16.59]營銷管理必須采取不同的營銷方案去處理不同的需求，不僅要發(fā)現和刺激需求， [05:19.90]Beyond designing strategies to attract new customer and create transactions with them, [05:22.90]營銷者除了要制定決策吸引顧客并與之達成交易外， [05:25.90]companies now are going all out to retain current customers and build lasting customer relationships. [05:29.60]目前更需要盡全力保留現有顧客并與之建立長期交易關系。 [05:33.30]Companies are also realizing that losing a customer means more than losing a single sale it means losing the entire revenue stream of purchases that the customer would make over a life_time of patronage. [05:40.19]企業(yè)也要意識到失去一個顧客并不僅僅意味著失掉一筆生意，它意味著這個顧客一生中所需進行的購買。 [05:47.09]The key to customer retention is superior customer value and satisfaction. [05:50.07]保住顧客的關鍵是創(chuàng)造更高的顧客價值和顧客滿意度。 [05:53.04]The key to customer retention is superior customer value and satisfaction. [05:56.57]保住顧客的關鍵是創(chuàng)造更高的顧客價值和顧客滿意度。 [06:00.10]customer value [06:00.86]顧客價值 [06:01.61]Production concept is one of the oldest marketing philosophies. [06:03.82]生產觀念是一種舊的市場經營觀念。 [06:06.03]By this concept,marketing management should focus on improving production and distribution efficiency. [06:10.18]在這種觀念的指導下，營銷管理的重心放在提高產量和有效分銷上。 [06:14.33]The production concept is still a useful philosophy in two types of situations. [06:17.05]目前，生產觀念在兩種情況下仍舊適用。 [06:19.77]The first occurs when the demand for a product exceeds the supply; [06:22.37]其一是某種產品供不應求時; [06:24.97]the second occurs when the product's cost is too high and improved productivity is needed to bring it down. [06:29.49]另一種情況是某種產品成本過高而急需提高生產能力，降低成本時。 [06:34.00]The product concept holds that consumers will favor products that offer the most quality,performance,and innovative features. [06:38.88]產品觀念認為，消費者會喜歡質量最優(yōu)、性能最好、特點最多的產品。 [06:43.75]The product concept also can lead to marketing myopia. [06:46.01]產品觀念也可能導致“營銷近視”。 [06:48.27]The product concept also can lead to marketing myopia. [06:50.49]產品觀念也可能導致“營銷近視?！? [06:52.71]marketing myopia [06:53.60]營銷近視產品 [06:54.48]The selling concept,which holds that consumers will not buy enough of organization's products unless it undertakes a largescale selling and promotion effort. [07:00.85]推銷觀念認為，除非是企業(yè)大力開展推銷和促銷活動，否則消費者不會購買它太多的產品。 [07:07.21]By selling concept,the firms'aim is to sell what they make rather than make what the markets want. [07:11.69]在推銷觀念的指引下，企業(yè)的經營目標是盡量賣掉他們生產的產品，而不是盡量生產市場需要的產品。 [07:16.17]The marketing concept holds that achieving organizational goals depends on determining the needs and wants of targeted markets [07:21.22]市場營銷觀念認為，要達到企業(yè)目標，關鍵在于確定目標市場的需求和欲望， [07:26.28]and delivering the desired satisfactions more effectively than competitors do. [07:29.21]并比部分者更有效能和效率地滿足消費者的需要。 [07:32.15]The selling concept starts with the factory,focuses on the company's existing product. [07:35.47]推銷觀念從生產企業(yè)出發(fā)，以企業(yè)現有產品為中心。 [07:38.79]The marketing concept starts with a well_defined market,focuses on customer needs. [07:41.95]營銷觀念從明確的市場出發(fā)，以消費需求為中心。 [07:45.11]Marketers must balance creating more value for customers against making profits for the company. [07:48.60]營銷者必須在努力創(chuàng)造顧客價值和獲取企業(yè)盈利二者之間求得平衡。 [07:52.08]The societal marketing concept holds that the organization should determine the needs,wants,and interest of targeted markets, [07:57.22]社會營銷觀念認為，企業(yè)應該確定目標市場的需要、欲望和興趣， [08:02.35]it should then deliver superior value to customers in a way that maintains or improves the consumer's and the society's well_being. [08:07.93]并且應以能保持或增進消費者和社會的利益的方式去創(chuàng)造顧客價值。 [08:13.51]The societal marketing concept calls upon marketers to balance three considerations in setting their marketing policies:company profits,consumer wants,and society's interest. [08:21.07]社會營銷觀念要求營銷者在確定營銷策略時，要考慮企業(yè)利潤、消費需求和社會利益三者平衡。

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