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(chǎn)量， [00:52.01]and with increased production,we'll cut unit costs. [00:53.98]如果產(chǎn)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(chǎn)。 [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(chǎn)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(jīng)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(chǎn)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(chǎn)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(chǎn)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(chǎn)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(chǎn)觀念 [02:13.56]product concept [02:14.40]產(chǎn)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(chǎn)品和服務，從而使得產(chǎn)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(chǎn)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(chǎn)品這個概念包括有形產(chǎn)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(chǎn)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(chǎn)品的價值和成本。 [03:26.29]They act on perceived value. [03:27.66]他們只以產(chǎn)品的表象認知價值為評價依據(jù)。 [03:29.03]Customer satisfaction is closely linked to quality. [03:31.40]消費者的滿意與產(chǎn)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(xié)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(chǎn)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(jīng)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(chǎn)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(chǎn)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(nèi)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(xiàn)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(xiàn)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(xiàn)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(chǎn)觀念是一種舊的市場經(jīng)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(chǎn)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(chǎn)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(chǎn)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(chǎn)品成本過高而急需提高生產(chǎn)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(chǎn)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(chǎn)品。 [06:43.75]The product concept also can lead to marketing myopia. [06:46.01]產(chǎn)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(chǎn)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(chǎn)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(chǎn)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(jīng)營目標是盡量賣掉他們生產(chǎn)的產(chǎn)品，而不是盡量生產(chǎn)市場需要的產(chǎn)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(chǎn)企業(yè)出發(fā)，以企業(yè)現(xiàn)有產(chǎn)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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