Marketing
IGCSE Business Studies Topic 3 9:08 English narration · English + 中文 subtitles burned in
Chapters
Transcript
Count the messages in this one street.
数一数这一条街上的信息。
Screens, posters, logos — every one of them is a business trying to reach you.
屏幕、海报、标志——每一个都是企业在设法接触你。
But adverts are only the last step.
但广告只是最后一步。
Long before this, somebody asked what people want, and built a product to match.
在这之前很久，有人先去问了人们想要什么， 再造出对得上的产品。
That is marketing.
这就是营销。
Here is the plan.
这是本节的安排。
First, what marketing does.
首先，营销做什么。
Then market segmentation — cutting buyers into groups.
然后是市场细分——把买家分成不同的群体。
Then market research.
接着是市场调研。
Then the marketing mix, the four Ps.
然后是营销组合，也就是四个P。
Then the product life cycle.
再讲产品生命周期。
And last, place and distribution: how the product reaches you.
最后是地点与分销：产品怎样到达你手里。
So what does marketing do?
那么营销到底做什么？
It finds out what customers want, then makes, prices, sells and promotes a product to meet that want at a profit.
它先弄清顾客想要什么，然后制造、定价、销售并推广产品， 在满足这种需要的同时获得利润。
Its jobs are to satisfy customers, to grow sales and market share, and to build loyalty.
它的任务是让顾客满意，扩大销售额和市场份额， 并建立忠诚度。
Keeping a customer costs far less than winning a new one.
留住一位老顾客，成本远低于赢得一位新顾客。
And a market is all the buyers and sellers of one product.
而市场，指的是某一种产品的所有买家和卖家。
Markets differ in size.
市场的规模并不一样。
A niche market is small, with special needs — left-handed tools.
利基市场很小，需求特殊，比如左撇子工具。
A mass market is large, with many similar buyers — soft drinks.
大众市场很大，买家很多而且相似，比如软饮料。
Inside a market, buyers are not all the same.
在一个市场里，买家并不都一样。
Market segmentation splits the whole market into groups that share something: age, income, gender or location.
市场细分把整个市场分成有共同点的群体： 年龄、收入、性别或居住地。
Here the split is by age — young buyers, family buyers, older buyers.
这里是按年龄划分的——年轻买家、家庭买家、 年长买家。
Now the firm can design a product for one group, aim its adverts at those people, and spot a gap nobody is filling.
这样企业就能为某一个群体设计产品，把广告投给正好是这些人， 还能发现没有人填补的空白。
To find out what a group wants, a business does market research: collecting information about customers, rivals and the market.
为了弄清一个群体想要什么，企业会做市场调研：收集关于顾客、对手和市场的信息。
Primary research collects brand-new information directly, for the first time — it is also called field research.
一手调研直接收集全新的信息，也叫实地调研：问卷调查、访谈、观察和试用。
Questionnaires, surveys, interviews, observation and trials.
它正好对上要问的问题，但费时又费钱。
It fits the question exactly, but it costs time and money. Secondary research uses information that already exists — also called desk research: published reports, the internet, government statistics, and the firm's own past sales records.
二手调研使用已经存在的信息，也叫案头调研：已发表的报告、互联网、 政府统计数据，还有企业自己过去的销售记录。
Cheap and quick, but it may be old, or made for another question.
它便宜又快，但可能已经过时，或者本来是为另一个问题收集的。
Research is only useful if it changes a decision.
调研只有改变了决定，才算有用。
A drinks firm asks two hundred shoppers: which flavour would you buy?
一家饮料公司问两百位购物者：你会买哪一种口味？
Here is what came back.
结果是这样的。
Mango, forty-five in every hundred.
芒果，每一百人里有四十五人。
Lemon, thirty.
柠檬，三十。
Berry, fifteen.
浆果，十五。
Plain, ten.
原味，十。
So the decision is easy: make the mango one first, because the largest group said they would buy it.
于是决定就很清楚：先做芒果口味，因为最大的一群买家说他们会买。
But be careful.
但要小心。
The sample must be big enough, and typical.
样本必须足够大，而且有代表性。
Ask students about a drink for grandparents, and the numbers are worthless.
拿一款给祖父母喝的饮料去问学生， 这些数字都毫无价值。
Now the heart of the topic.
现在进入本专题的核心。
The marketing mix is the four main choices a business makes about a product, always called the four Ps.
营销组合是企业围绕一件产品所做的四个主要选择， 人们总是把它们叫做四个P。
Product: what we sell.
产品：我们卖什么。
Price: how much.
价格：卖多少钱。
Place: where people can buy it.
地点：人们在哪里能买到。
Promotion: how we tell them.
推广：我们怎样告诉他们。
The four, chosen together, are the firm's marketing strategy — the plan that meets its objectives.
这四个一起选定，就是企业的营销策略——实现企业目标的那份计划。
Get one wrong, and the other three cannot save it.
只要有一个做错了，另外三个也救不回来。
Start with product.
先看产品。
Every product has a life cycle: its sales over time, in four stages.
每一件产品都有生命周期：它的销售额随时间变化，分为四个阶段。
In introduction the product is new and sales start slow.
在导入期，产品是新的，销售起步很慢。
In growth, sales climb fast.
在成长期，销售快速攀升。
In maturity, sales peak and flatten — this is where most profit is made.
在成熟期，销售见顶并趋于平缓，大部分利润就在这里赚到。
In decline, sales fall away.
在衰退期，销售下滑。
But a firm can fight back with an extension strategy — a new flavour, a new advert, a new market — the dashed line holding sales up.
但企业可以用延长策略反击——新口味、新广告、新市场—— 就是那条把销售托住的虚线。
Two more product ideas.
还有两个产品概念。
A brand is the name, logo and image customers recognise.
品牌是顾客能认出来的名称、标志和形象。
Look at this window: the styling and lighting tell you what kind of shop it is before you read the sign.
看看这个橱窗：还没读招牌，它的陈列和灯光就已经告诉你这是一家什么样的店。
A strong brand lets a firm charge more.
强势的品牌让企业能卖得更贵。
Packaging is the wrapping: it protects the product, carries the legal information, and makes it easy to store — and on a crowded shelf, it is the advert.
包装是外面的那层包裹：它保护产品， 承载法律规定的信息，也让产品便于存放——而在拥挤的货架上，它就是广告。
Price is the second P, and six methods to know.
价格是第二个P，有六种方法要掌握。
Cost-plus adds a set profit to the cost of making it.
成本加成定价在制造成本之上加一笔固定的利润。
Penetration means a low price, to enter a market fast.
渗透定价是用低价快速进入市场。
Skimming means a high price at first, for a new product.
撇脂定价是先定高价，用于全新而特别的产品。
Competitive pricing stays close to rivals.
竞争定价紧贴对手的价格。
Promotional pricing cuts the price for a short time.
促销定价在短时间内降价。
Dynamic pricing moves the price with demand, like airline seats.
动态定价随需求上下调价，就像机票座位那样。
Now the exam skill: match the method to the market. A phone no rival can copy uses skimming; one more soft drink needs penetration.
现在是考试的关键能力： 让方法与市场相匹配。
And four things decide the price itself: what it costs to make, what buyers will pay, what rivals charge, and how far the product has moved through its life cycle.
对手无法复制的手机，可以用撇脂定价； 而再推一款软饮料，就需要渗透定价。
Match the method to the market conditions — a price is only right or wrong against the competition and the product's stage in its life cycle.
还有四样东西决定价格本身：制造成本、买家愿意付多少、对手收多少， 以及产品走到了生命周期的哪个阶段。
Place is the third P: how the product reaches the buyer.
地点是第三个P：产品怎样到达买家。
The route it takes is a channel of distribution.
它走的路线叫做分销渠道。
A short channel sells directly from maker to customer, so the firm keeps control.
短渠道从制造商直接到顾客，企业保有控制权。
A long channel adds a wholesaler, who buys in bulk and sells on in small amounts, and a retailer — the shop that sells to you.
长渠道会加上批发商——大量买进、小量卖出——再加上零售商，也就是卖给你的商店。
It costs more, but reaches far more buyers.
这样成本更高，但能触及多得多的买家。
And e-commerce lets a tiny firm sell to the world.
而电子商务让再小的企业也能卖向全世界。
Promotion is the fourth P: telling customers about the product and persuading them to buy.
推广是第四个P：把产品告诉顾客，并说服他们购买。
Advertising is the paid part — television, online, posters, screens.
广告是付费的那一部分—— 电视、网络、海报、屏幕。
Sales promotion is short-term: discounts, free gifts, buy one get one free, and free samples to try.
促销是短期的：折扣、赠品、买一送一，还有免费试用装。
Then the internet and social media changed everything: huge numbers, reached cheaply, aimed at the right customers.
后来互联网和社交媒体改变了一切：用很低的成本触及大量人群， 精准对准合适的顾客。
In the exam, never just name a method.
考试时，绝不要只写出方法的名字。
Say why it suits this business.
要说清它为什么适合这家企业。
Now put all four together.
现在把四个P放到一起。
A firm is launching an energy drink aimed at students. Suggest a marketing mix.
一家企业要推出一款面向学生的能量饮料， 请为它提出一套营销组合。
Pause and try it. Ready?
先暂停，自己试一试。
Product: a can made for late-night study, with bold branding students like.
好了吗？ 产品： 一款为熬夜学习设计的罐装饮料，外观够醒目，拿在手上也好看。
Price: penetration, starting low, because big rivals own the shelf.
价格：渗透定价，起价定低，因为大对手已经占住了货架。
Place: campus shops, machines in the library, online.
地点： 校园商店、图书馆里的自动售货机，还有网上。
Promotion: social media, plus free samples at the college gate.
推广：社交媒体， 再加上校门口的免费试用装。
And the mark most students miss: the four Ps must agree with each other.
还有大多数学生丢掉的那一分：四个P必须彼此一致。
A high price with cheap packaging fails.
高价格配上廉价包装，是行不通的。
Two last things.
最后还有两件事。
First, the law.
第一，法律。
Consumer protection laws stop a business selling unsafe or faulty goods, and other rules ban misleading promotion — an advert that lies.
消费者保护法禁止企业出售不安全或有缺陷的商品， 另外一些规定禁止误导性的推广——也就是说谎的广告。
That can mean new packaging, extra cost, and a fine.
这可能意味着更换包装、增加成本，还要被罚款。
Second, selling abroad.
第二，到国外销售。
Another country brings many more customers, higher sales, and risk spread across markets.
另一个国家带来多得多的顾客、更高的销售额， 也把风险分散到多个市场。
But it also brings a different language and different tastes, transport costs, tariffs — taxes on imports — and strong local rivals.
但它同时带来不同的语言和不同的口味、运输成本、 关税——也就是进口税——以及强大的本地对手。
One more route to growth: selling into an international market abroad — a bigger market, but different tastes, transport costs, tariffs and strong local competition.
还有一条增长的路：把产品卖到国外的国际市场——市场更大， 但口味不同、运输成本更高，还有关税和强大的本地竞争。
Four things to carry away.
要带走四样东西。
Segmentation: split a market into groups of buyers who are alike.
细分：把市场分成彼此相似的买家群体。
Research: primary is new data you collect, secondary already exists.
调研：一手是你自己收集的新数据，二手是已经存在的数据。
The four Ps: product, price, place, promotion — used together to reach the business's objectives, and they must fit each other.
四个P：产品、价格、地点、推广——而且它们必须互相配合。
And the life cycle: introduction, growth, maturity, decline, plus an extension strategy.
还有生命周期：导入、成长、成熟、衰退，再加上延长策略。
Two more exam traps.
还有两个考试陷阱。
A niche market is small and specialised; a mass market is large, with many similar buyers.
利基市场小而专门；大众市场大，买家彼此相似。
Match the pricing method to the job: penetration is a low price to enter a market, skimming is a high price on a new product, plus cost-plus, competitive, promotional and dynamic.
定价方法要匹配任务：渗透定价是低价进入市场，撇脂定价是新产品定高价， 再加上成本加成、竞争定价、促销定价和动态定价。
Legal controls and different tastes abroad can easily block a mix that worked well at home.
法律管制和国外不同的口味，可能挡住一套在本国管用的组合。
Four marks students lose every year.
四个学生每年都在丢的分。
First, do not swap the research words: a survey you run is primary, a published report is secondary.
第一，不要把调研的词弄反： 你自己做的调查是一手，别人发表的报告是二手。
Second, never just name a method.
第二，绝不要只写方法的名字。
Name it, then say why it suits the business in the question — those application marks are half the paper.
写出名字，再说明它为什么适合题目里的那家企业——那些应用分占了半张卷子。
Third, keep the four Ps consistent with each other and with the customer.
第三，让四个P彼此一致，也和目标顾客一致。
Fourth, learn all four life-cycle stages in order — introduction, growth, maturity, decline — and say that an extension strategy revives falling sales.
第四，按顺序记住生命周期的全部四个阶段——导入、成长、成熟、衰退—— 并写明延长策略能让下滑的销售回升。
Do those four, and this topic is yours.
做到这四点，这个专题就是你的了。