Marketing
| English | Chinese | Pinyin |
|---|---|---|
| marketing/ˈmɑːkɪtɪŋ/ | 市场营销 | shì chǎng yíng xiāo |
| market research/ˈmɑːkɪt rɪˈsɜːtʃ/ | 市场调研 | shì chǎng diào yán |
| primary research/ˈpraɪməri rɪˈsɜːtʃ/ | 一手调研 | yī shǒu diào yán |
| secondary research/ˈsekəndəri rɪˈsɜːtʃ/ | 二手调研 | èr shǒu diào yán |
| marketing mix/ˈmɑːkɪtɪŋ mɪks/ | 营销组合 | yíng xiāo zǔ hé |
| target market/ˈtɑːɡɪt ˈmɑːkɪt/ | 目标市场 | mù biāo shì chǎng |
What will make them choose you?
- Marketing 市场营销 is finding out what customers need, creating value for them, and communicating that value.
- It is not only advertising. Product design, price, where customers can buy, and service after purchase all affect whether an offer succeeds.
- Start with a customer problem, not with the message you want to post.
An advert can invite customers in; it cannot repair a bad product.
Evidence before opinion
- Market research 市场调研 collects information to reduce uncertainty before a decision.
- Primary research 一手调研 is collected for the business's own question, such as a survey or interview. Secondary research 二手调研 already exists, such as a government report or industry data.
- A sample must fit the decision. Asking only employees whether students want a new drink gives weak evidence about student demand.
Which is primary research for a café?
The café collects answers for its own decision.
A survey of only café employees is strong evidence about student demand.
The sample does not match the target market.
The marketing mix
- The marketing mix 营销组合 combines product, price, place, and promotion.
- These choices must agree. A premium product with a very low price can confuse customers; an online-only promotion may not reach customers who do not use that platform.
- A target market 目标市场 is the defined group a firm wants to serve. It is more useful than saying “everyone”.
Match each decision to the marketing-mix element.
Place is access; promotion is communication.
A café wants to sell a high-protein breakfast box to students. It interviews students about price and collection time, offers pre-order pickup near the school gate, and promotes the box through the student app. The product, place, and promotion fit the same target market.
Which choices fit a student breakfast-box target market? Choose all that apply.
A good mix fits the intended customers.
Write one English sentence using a student research finding to justify a marketing decision.
Example: “Students need breakfast before 8 am, so the café offers pre-order pickup at the gate.”
Research finding → marketing decision → reason. “Students want pickup before 8 am, so the café offers pre-orders at the school gate” uses evidence rather than guessing.
Do not call a questionnaire automatically reliable. Check who answered, how many answered, and whether the questions pushed people toward an answer.