The nature of marketing · 营销的本质
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| marketing/ˈmɑːkɪtɪŋ/ | 市场营销 | shì chǎng yíng xiāo |
| anticipate/ænˈtɪsɪpeɪt/ | 预见 | yù jiàn |
| customer needs/ˈkʌstəmə niːdz/ | 客户需求 | kè hù xū qiú |
| demand/dɪˈmænd/ | 需求 | xū qiú |
| market share/ˈmɑːkɪt ʃeə/ | 市场份额 | shì chǎng fèn é |
| loyal/ˈlɔɪəl/ | 忠诚 | zhōng chéng |
| market-oriented/ˈmɑːkɪt ˈɔːrɪəntɪd/ | 市场导向 | shì chǎng dǎo xiàng |
| product-oriented/ˈprɒdʌkt ˈɔːrɪəntɪd/ | 产品导向 | chǎn pǐn dǎo xiàng |
| innovations/ˌɪnəˈveɪʃnz/ | 创新 | chuàng xīn |
| mass market/mæs ˈmɑːkɪt/ | 大众市场 | dà zhòng shì chǎng |
| niche market/niːʃ ˈmɑːkɪt/ | 利基市场 | lì jī shì chǎng |
| segment/ˈseɡmənt/ | 细分市场 | xì fēn shì chǎng |
More than just advertising
- People think "marketing 市场营销" means adverts. It's far bigger: it's working out what customers want and making sure the business provides it profitably.
- Get marketing right and the product almost sells itself.
不只是广告
- 人们以为"营销"意味着广告。它大得多:它是弄清楚顾客想要什么并确保企业有利可图地提供它。
- 把营销做对,产品几乎自己卖出去。
Marketing mix lab · 营销组合实验室
See which part of the marketing mix changes in each real decision. · 查看每个实际决策中营销组合的哪一部分发生变化。
Marketing is best described as: · 营销最准确的描述是：
Marketing is about meeting customer needs at a profit, not just adverts. · 营销是以盈利方式满足客户需求，而不仅仅是广告。
What marketing is
- Marketing identifies, anticipates 预见 and satisfies customer needs 客户需求 — profitably.
- Its goals: build demand 需求, grow market share 市场份额, and keep customers loyal 忠诚.
Marketing is more than advertising — it also builds a brand that customers recognise
营销是什么
- 营销(marketing)识别、预期并满足顾客需要——有利可图地。
- 它的目标:建立需求、增长市场份额,并保持顾客忠诚。
营销不只是广告——它还建立顾客能认出的品牌
A market-oriented business starts by: · 市场导向型企业首先：
Market orientation puts customer needs first, lowering risk. · 市场导向优先考虑客户需求，从而降低风险。
A business that designs a product first and then seeks buyers is ______-oriented. · 先设计产品再寻找买家的企业是______导向型。
Product orientation is riskier than market orientation. · 产品导向比市场导向风险更高。
Market vs product orientation
- Market-oriented 市场导向: start from what customers want, then make it. Lower risk.
- Product-oriented 产品导向: start from the product, then find buyers. Higher risk, but right for true innovations 创新.
The marketing mix combines the four Ps
市场导向对产品导向
- 市场导向(market-oriented):从顾客想要的开始,然后制造它。更低的风险。
- 产品导向(product-oriented):从产品开始,然后找买家。更高的风险,但对真正的创新是对的。
营销组合结合四个 P
A niche market is: · 利基市场是：
A niche serves a small, well-defined segment. · 利基服务于一个定义明确的小众细分群体。
A firm sells 15m in a total market of 60m. What is its market share (%)? · 一家公司的销售额为 15m，总市场规模为 60m。其市场份额 (%) 是多少？
15 / 60 × 100 = 25%.
Niche vs mass markets 大众市场
- Mass market: sell to a large, broad market (everyday products). High volume, much competition.
- Niche market 利基市场: serve a small, specific segment 细分市场. Less competition, often higher margins.
Worked example. Market share = a firm's sales ÷ total market sales × 100. If a firm sells 20m in a 100m market, its market share is 20% — a key measure of marketing success.
Splitting a market into segments by age, income and lifestyle
利基市场对大众市场
- 大众市场(mass market):卖给一个大的、宽泛的市场(日常产品)。高销量,很多竞争。
- 利基市场(niche market):服务一个小的、特定的细分市场。更少竞争,常常更高的利润率。
例题。 市场份额 = 一个企业的销售 ÷ 总市场销售 × 100。如果一个企业在一个 1 亿的市场中卖 2000 万,它的市场份额是 20%——营销成功的一个关键测量。
You've got it
- marketing identifies and satisfies customer needs profitably
- market-oriented (customer-first) is lower-risk than product-oriented
- mass markets = large & competitive; niche = small, specific, higher-margin
你掌握了
- 营销有利可图地识别并满足顾客需要
- 市场导向(顾客优先)比产品导向更低风险
- 大众市场 = 大且竞争激烈;利基 = 小、特定、更高利润率