Marketing and sales plan · 营销与销售计划
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| marketing plan/ˈmɑːkɪtɪŋ plæn/ | 营销计划 | yíng xiāo jì huà |
| sales forecast/seɪlz ˈfɔːkæst/ | 销售预测 | xiāo shòu yù cè |
| conversion rate/kənˈvɜːʃn reɪt/ | 转化率 | zhuǎn huà lǜ |
| promotional budget/prəˈməʊʃənl ˈbʌdʒɪt/ | 促销预算 | cù xiāo yù suàn |
| call to action/kɔːl tʊ ˈækʃn/ | 行动号召 | xíng dòng hào zhào |
A plan makes marketing testable
- A marketing plan 营销计划 sets a target customer, objective, offer, price, route to market, promotion, budget, and review date.
- A plan is a set of linked choices. Changing the price can change the target customer, the promotion needed, and the number of sales required.
- Start with one clear objective, not a page of attractive ideas.
A promotion can shout; it still needs the right person listening.
计划使营销可以测试
- marketing plan(营销计划)写明目标顾客、目标、产品、价格、销售渠道、促销、预算和复查日期。
- 计划是一组相互关联的选择。改变价格可能改变目标顾客、所需促销和需要完成的销售数量。
- 从一个清楚目标开始,不要从一页吸引人的想法开始。
促销喊得再响，也得有对的人在听。
Which item makes a marketing plan testable? · 哪一项使营销计划可以测试?
The plan needs linked choices and a time to check whether they worked. · 计划需要关联的选择和检查是否有效的时间。
Sales need a route
- A sales forecast 销售预测 estimates how many units the business expects to sell over a period.
- It should use assumptions: expected customers, conversion rate, price, capacity, and season. An assumption can be tested and revised.
- Conversion rate 转化率 is the proportion of potential customers who take the desired action, such as buying after viewing an advert.
销售需要路径
- sales forecast(销售预测)估计企业在一段时间内预计卖出的单位数。
- 它应使用假设:预期顾客、转化率、价格、容量和季节。假设可以测试和修改。
- conversion rate(转化率)是潜在顾客采取目标行动的比例,如看广告后购买。
A sales forecast should state assumptions that can later be tested. · 销售预测应写明以后可以测试的假设。
Assumptions make a forecast revisable rather than a confident guess. · 假设使预测可以修改,而不是自信猜测。
Spend where the customer will notice
- A promotional budget 促销预算 limits how much a business can spend to reach customers.
- Choose a channel because the target market uses it, not because it is fashionable. Track a measure such as enquiries, voucher use, or orders.
- A call to action 行动号召 tells a customer the next step: scan, book, visit, or order.
在顾客会注意的地方投入
- promotional budget(促销预算)限制企业为了接触顾客可以花的钱。
- 选择渠道是因为目标市场使用它,不是因为它时髦。追踪询问、优惠券使用或订单等指标。
- call to action(行动号召)告诉顾客下一步:扫码、预订、到店或下单。
Match the item to its role. · 把项目与作用配对。
One tells customers what to do; the other is where the message appears. · 一个告诉顾客做什么;另一个是信息出现的地方。
A student bicycle-repair service wants 20 puncture-repair bookings in its first month. It targets cyclists near campus, offers a fixed price and two-hour collection, uses a QR code in student groups, and reviews bookings each Friday. Its forecast is not “many customers”; it is a number with a route to test it.
**一个学生自行车维修服务希望第一个月得到 20 个补胎预约。**它面向校园附近骑车人,提供固定价格和两小时取车,在学生群中使用二维码,并每周五复查预约。它的预测不是“很多顾客”,而是一个可以测试的数字。
Which measures could track whether the repair promotion works? Choose all that apply. · 哪些指标可以追踪维修促销是否有效?选出所有正确项。
Each measure traces customer movement toward or through a sale. · 每个指标都追踪顾客走向或完成销售的过程。
Write one English target-channel-measure sentence for the bicycle-repair service. · 为自行车维修服务写一句英语的目标-渠道-指标句。
Example: “To reach campus cyclists, we post a QR link in student groups and count weekly bookings.” · 例如:“To reach campus cyclists, we post a QR link in student groups and count weekly bookings.”
Target → channel → measure. “Cyclists use the student group, so we post a QR booking link and count scans and bookings” is a justified promotion choice.
目标→渠道→指标。“骑车人使用学生群,所以我们发布二维码预约链接并统计扫码和预约”是有理由的促销选择。
Do not count views as sales. Attention may be useful, but a plan needs to measure the action that moves a customer toward buying.
不要把浏览量当作销售量。注意力可能有用,但计划必须衡量让顾客走向购买的行动。