Marketing
International Baccalaureate · IB Diploma · Business Management · SL Tópico 4 5:46 Narração em inglês · Legendas em inglês + 中文 gravadas
Capítulos
Transcrição
Luckin Coffee opened its first shop in Beijing in 2017. Within two years it had more shops in China than Starbucks.
瑞幸咖啡 2017 年在北京开出第一家店，不到两年，它在中国的门店数就超过了星巴克。
It did not win with better coffee alone. It used an app for every order, small pick-up shops instead of big cafes, and large discounts to win first-time buyers.
它赢靠的不只是咖啡更好：每一单都通过应用下，用小型自提店代替大咖啡馆，用大额折扣吸引首次购买的顾客。
Every one of those choices is a marketing decision.
这些选择全都是营销决策。
Marketing means finding out what customers want and supplying it at a profit.
营销就是弄清顾客想要什么，并有利可图地提供给他们。
A market-oriented business starts with customers, researching what they want before making it.
市场导向的企业从顾客出发，先调研需求再生产。
A product-oriented business makes what it is good at, then tries to sell it.
产品导向的企业先做自己擅长的东西，再想办法卖出去。
That can work for new technology, where customers do not yet know what they want, but it is risky.
这对新技术可能行得通，因为顾客还不知道自己想要什么，但风险很大。
Market share is a firm's sales as a percentage of the whole market.
市场份额是企业销售额占整个市场的百分比。
The repair business does two thousand of the city's eight thousand repairs, a twenty-five per cent share.
全市每月修车八千次，修车企业做了两千次，份额百分之二十五。
If the market grows to ten thousand and the business does two thousand four hundred, its sales rise by twenty per cent, but its share falls to twenty-four.
如果市场增长到一万次，企业做了两千四百次，销售额增长了百分之二十，份额却降到百分之二十四。
Rivals grew faster.
对手增长得更快。
A marketing plan sets objectives that fit the business's aims, such as raising market share from twenty-five to thirty per cent.
营销计划设定与企业目标一致的营销目标，比如把市场份额从百分之二十五提高到三十。
Segment the market into groups with similar needs, by age, income, place or lifestyle. Target the segments to serve, a niche or a mass market. Position the product against rivals.
先把市场细分成需求相似的群体，按年龄、收入、地区或生活方式划分；再选择目标细分市场，是利基市场还是大众市场；然后确定相对于对手的定位；最后用独特卖点脱颖而出。
And stand out with a unique selling point. The repair business promises repairs within twenty-four hours, with a free replacement car.
修车企业承诺二十四小时内修好，还免费提供代步车。
A position map places rival products on two features customers care about, here price and quality.
定位图把竞争产品放在顾客关心的两个维度上，这里是价格和质量。
The dealer garage is high on both. The chains sit in the middle, and the roadside workshop is cheap.
品牌经销商的修车厂两项都高，连锁店居中，路边小店便宜。
The repair business offers high quality at a middle price.
修车企业是中等价格、高质量。
The map shows a gap at high quality and a lower price, but a gap is not always a chance. There may be no customers there, or it may cost too much to serve.
图上在高质量、低价格处有个空白，但空白不一定是机会：那里可能没有顾客，或者服务成本太高。
The Ansoff matrix shows four ways to grow.
安索夫矩阵列出四种增长方式。
Market penetration sells existing products in existing markets, the safest.
市场渗透：在现有市场卖现有产品，最安全。
Product development brings new products to existing customers.
产品开发：给现有顾客提供新产品。
Market development takes existing products to new markets.
市场开发：把现有产品带到新市场。
And diversification, new products in new markets, carries the most risk.
多元化：在新市场卖新产品，风险最大。
Market research reduces the risk of decisions.
市场调研能降低决策风险。
Primary research collects new data, through surveys, interviews and focus groups. It fits the question, but it is slow and costly.
一手调研收集新数据，通过问卷、访谈和焦点小组，切合问题但又慢又贵。
Secondary research uses data that already exists, such as government statistics.
二手调研使用现成数据，比如政府统计，又快又便宜，但可能过时。
It is quick and cheap, but may be out of date. Quantitative data is numbers, like sixty-two per cent of drivers. Qualitative data is reasons, like why drivers distrust some garages.
定量数据是数字，比如百分之六十二的司机；定性数据是原因，比如司机为什么不信任某些修车厂。
Researchers usually ask a sample, not everyone. In random sampling everyone has an equal chance.
调研通常只问样本，而不是所有人。
Stratified sampling matches the population's groups. Quota sampling fills a set number from each group, but is not random. Convenience sampling asks whoever is easy to reach, and snowballing follows one person's contacts.
随机抽样让每个人被选中的机会相等；分层抽样让样本与总体的群体结构一致；配额抽样从每组抽取固定人数，但不随机；便利抽样问最容易找到的人；滚雪球抽样顺着一个人的人脉找下去。
Small or biased samples cause sampling error.
样本太小或有偏差，就会产生抽样误差。
The marketing mix has seven Ps, and they must fit together.
营销组合有七个 P，必须彼此配合。
Start with the product life cycle. Sales are low at introduction, while cash flow is negative. They rise fast in growth, level off in maturity, where cash flow is strongest, and fall in decline.
先看产品生命周期：导入期销量低，现金流为负；成长期销量快速上升；成熟期趋于平稳，现金流最强；衰退期下滑。
An extension strategy, such as a new feature or a new market, can delay the decline.
延伸策略，比如新功能或新市场，可以推迟衰退。
The Boston matrix looks at a whole product portfolio.
波士顿矩阵审视整个产品组合。
EV battery servicing is a star, a high share of a fast-growing market.
电动车电池服务是明星产品：在快速增长的市场中份额高。
Ordinary car repairs are a cash cow, earning more cash than they need.
普通修车是现金牛，赚的现金比需要的多。
The new booking app is a question mark, a low share of a growing market.
新的预约应用是问题产品：在增长的市场中份额低。
And tyre sales are a dog, where big chains are much cheaper.
轮胎销售是瘦狗产品，大型连锁便宜得多。
A balanced portfolio uses cash from cows to build stars.
平衡的组合用现金牛的钱培养明星产品。
Price can be set in many ways.
定价方法很多。
Cost-plus adds a percentage to average cost.
成本加成定价在平均成本上加一个百分比。
Penetration pricing starts low to win share, and skimming starts high for keen early buyers, then falls.
渗透定价以低价起步抢份额；撇脂定价对热衷的早期买家先高后低。
Psychological pricing uses ninety-nine instead of a hundred.
心理定价用九十九而不是一百。
A loss leader brings customers in.
招徕定价用低价商品吸引顾客。
Price discrimination charges groups differently, like student discounts, and dynamic pricing moves with demand, like ride-hailing apps.
价格歧视对不同群体收不同价，比如学生折扣；动态定价随需求变化，比如网约车。
Above-the-line promotion uses paid mass media, television, newspapers and online adverts. It reaches many people, but it is costly and hard to target.
线上促销利用付费大众媒体：电视、报纸和网络广告，覆盖面广，但成本高、难以精准定位。
Below-the-line promotion is targeted, discounts, sponsorship, direct marketing and public relations.
线下促销更有针对性：折扣、赞助、直销和公共关系。
Social media marketing is cheap and two-way, but bad comments spread fast.
社交媒体营销便宜、可以双向互动，但差评也传得很快。
Guerrilla marketing uses surprising stunts.
游击营销用出人意料的创意活动吸引注意。
Place is how the product reaches the customer.
渠道是产品到达顾客的路径。
Each intermediary, a wholesaler, retailer or agent, adds reach but takes part of the profit, while e-commerce lets small firms sell directly. Services add three Ps.
每个中间商，比如批发商、零售商或代理，都能扩大覆盖面，但会分走一部分利润；电子商务则让小企业也能直接销售。
People, like the mechanic who explains a fault clearly. Processes, like online booking and complaint handling. And physical evidence, a clean workshop and a clear invoice.
服务业还多三个 P：人员，比如能把故障讲清楚的技工；流程，比如网上预约和投诉处理；有形展示，比如干净的车间和清楚的账单。
Check yourself without notes. Explain a falling share with rising sales, place products on the BCG matrix, choose a sampling method, and price a new service.
不看笔记自测：解释为什么销量上升份额却下降；把产品放进波士顿矩阵；选择一种抽样方法；再为新服务定价。