Marketing · 市场营销
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| 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.
顾客为什么会选择你？
- marketing(市场营销)是了解顾客需要、为他们创造价值并传达这种价值。
- 它不只是广告。产品设计、价格、购买地点和售后服务都会影响一项产品能否成功。
- 从顾客问题开始,而不是从你想发布的信息开始。
广告能把顾客请进门，却修不好差劲的产品。
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.
意见之前先有证据
- market research(市场调研)是在决定前收集信息,以减少不确定性。
- primary research(一手调研)是为企业自己的问题收集的,例如问卷或访谈。secondary research(二手调研)已经存在,例如政府报告或行业数据。
- 样本必须适合决定。只问员工学生是否想要新饮料,对学生需求的证据很弱。
Which is primary research for a café? · 哪一项是咖啡馆的一手调研?
The café collects answers for its own decision. · 咖啡馆为自己的决定收集答案。
A survey of only café employees is strong evidence about student demand. · 只调查咖啡馆员工能有力证明学生需求。
The sample does not match the target market. · 样本不符合目标市场。
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”.
营销组合
- marketing mix(营销组合)结合产品、价格、地点和促销。
- 这些选择必须一致。高端产品配很低价格可能让顾客困惑;只在线上促销可能无法接触不用该平台的顾客。
- target market(目标市场)是企业想服务的明确群体。它比“所有人”更有用。
Match each decision to the marketing-mix element. · 把决定与营销组合要素配对。
Place is access; promotion is communication. · 地点是获得产品的方式;促销是传达方式。
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.
**一家咖啡馆想向学生销售高蛋白早餐盒。**它访谈学生了解价格和取餐时间,在学校门口提供预订取餐,并通过学生应用推广。产品、地点和促销都适合同一个目标市场。
Which choices fit a student breakfast-box target market? Choose all that apply. · 哪些选择适合学生早餐盒的目标市场?选出所有正确项。
A good mix fits the intended customers. · 好的组合适合目标顾客。
Write one English sentence using a student research finding to justify a marketing decision. · 用一句英语把学生研究发现用于说明营销决定。
Example: “Students need breakfast before 8 am, so the café offers pre-order pickup at the gate.” · 例如:“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.
研究发现→营销决定→理由。“学生想在 8 点前取餐,所以咖啡馆在学校门口提供预订”是基于证据,而不是猜测。
Do not call a questionnaire automatically reliable. Check who answered, how many answered, and whether the questions pushed people toward an answer.
不要把问卷自动称为可靠。检查是谁回答、回答人数,以及问题是否诱导人们给出某种答案。