The marketing mix and product · 营销组合与产品
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| marketing mix/ˈmɑːkɪtɪŋ mɪks/ | 营销组合 | yíng xiāo zǔ hé |
| target market/ˈtɑːɡɪt ˈmɑːkɪt/ | 目标市场 | mù biāo shì chǎng |
| product life cycle/ˈprɒdʌkt laɪf ˈsaɪkl/ | 产品生命周期 | chǎn pǐn shēng mìng zhōu qī |
| introduction/ˌɪntrəˈdʌkʃn/ | 引入期 | yǐn rù qī |
| growth/ɡrəʊθ/ | 成长期 | chéng zhǎng qī |
| maturity/məˈtʃʊərɪti/ | 成熟期 | chéng shú qī |
| decline/dɪˈklaɪn/ | 衰退期 | shuāi tuì qī |
| portfolio/pɔːtˈfəʊlɪəʊ/ | 产品组合 | chǎn pǐn zǔ hé |
| extension strategies/ekˈstenʃn ˈstrætədʒiz/ | 延长策略 | yán cháng cè lüè |
The four ingredients of marketing
- A great product at the wrong price, or in the wrong shop, still fails. Marketing has to get everything right together.
- The marketing mix 营销组合 — the 4 Ps — is the recipe.
营销的四种成分
- 一个很好的产品,价格错了,或在错误的商店里,仍然失败。营销必须把一切一起做对。
- 营销组合(marketing mix)——4 个 P(4 Ps)——是配方。
Which are the 4 Ps of the marketing mix? (Select all that apply.) · 哪些是营销组合的 4 个 P?(选择所有适用的。)
The 4 Ps are Product, Price, Place and Promotion — not Profit. · 4 个 P 是 Product(产品)、Price(价格)、Place(地点)和 Promotion(促销)——不是 Profit(利润)。
Where and how a product is sold and distributed is the ______ element of the mix. · 一个产品在哪里以及如何被卖和分销是组合的______要素。
Place covers distribution channels. · 地点涵盖分销渠道。
The 4 Ps
- Product: what you sell. Price: what you charge.
- Place: where and how you sell it. Promotion: how you tell people.
- They must work together and suit the target market 目标市场.
A branded shop window: branding and place help sell the product
4 个 P
- 产品(Product):你卖什么。价格(Price):你收什么。
- 地点(Place):你在哪里以及如何卖它。促销(Promotion):你如何告诉人们。
- 它们必须一起起作用并适合目标市场。
一个有品牌的橱窗:品牌和地点帮助卖产品
The product life cycle · 产品生命周期
Most products pass through four sales stages over time — from launch to decline. · 大多数产品随时间经过四个销售阶段——从推出到衰退。
Put the product life cycle stages in order. · 把产品生命周期阶段按顺序排列。
Sales rise through introduction and growth, peak at maturity, then decline. · 销售在引入和增长中上升,在成熟时达到顶峰,然后衰退。
The product life cycle 产品生命周期
- Most products pass through introduction 引入期 → growth 成长期 → maturity 成熟期 → decline 衰退期.
- Sales, profit and the right marketing differ at each stage.
A product's sales rise, peak at maturity, then fall — unless extended.
Sales of a product over its four life-cycle stages
产品生命周期
- 大多数产品经过引入 → 增长 → 成熟 → 衰退。
- 销售、利润和正确的营销在每个阶段不同。
一个产品的销售上升,在成熟时达到顶峰,然后下降——除非被延长。
一个产品在它四个生命周期阶段上的销售
An extension strategy aims to: · 一个延长策略旨在:
Extension strategies delay decline and prolong sales. · 延长策略推迟衰退并延长销售。
A balanced product portfolio helps a firm replace declining products with newer ones. · 一个平衡的产品组合帮助一个企业用更新的产品取代衰退的产品。
Holding products at different stages smooths overall sales. · 持有处于不同阶段的产品平滑整体销售。
Extension and portfolio 产品组合
- Extension strategies 延长策略 (restyling, new uses, new markets) prolong the maturity stage.
- A firm balances a portfolio of products at different life-cycle stages (e.g. the Boston Matrix) so new ones replace declining ones.
The Boston Matrix sorts products by market share and market growth into stars, cash cows, question marks and dogs
Don't rely on one product forever. Every product eventually declines. Firms must keep launching or extending products, or the whole business declines with its single cash-cow.
Advertising on giant screens: promotion is part of the marketing mix
延长与产品组合
- 延长策略(extension strategies,重新设计、新用途、新市场)延长成熟阶段。
- 一个企业平衡一个处于不同生命周期阶段的产品组合(portfolio,例如波士顿矩阵),这样新的取代衰退的。
波士顿矩阵按市场份额和市场增长把产品分成明星、现金牛、问题和瘦狗
不要永远依赖一个产品。 每个产品最终衰退。企业必须持续推出或延长产品,否则整个企业随它单一的现金牛一起衰退。
巨型屏幕上的广告:促销是营销组合的一部分
Balance the product portfolio · 平衡产品组合
Pick a product and drag its market share and growth — it re-classifies as star, question mark, cash cow or dog. Press Play to watch one product live its whole life across the matrix. · 选中一个产品,拖动它的市场份额和增长率 — 它会被重新归类为明星、问题、金牛或瘦狗产品。按播放看一个产品在矩阵中走完一生。
You've got it
- the marketing mix = Product, Price, Place, Promotion (the 4 Ps), working together
- products pass through introduction → growth → maturity → decline
- extension strategies and a balanced portfolio keep sales alive
你掌握了
- 营销组合 = 产品、价格、地点、促销(4 个 P),一起起作用
- 产品经过引入 → 增长 → 成熟 → 衰退
- 延长策略和一个平衡的组合保持销售活着