营销英语学习笔记.doc

Financial success often depends on marketing ability. Finance, operations, accounting, and other business functions will not really matter if there is not sufficient demand for products and services so the company can make a profit. Many companies have now created a Chief Marketing Officer, or CMO. Marketing is tricky, however, and it has been the Achilles heel of many formerly prosperous companies. Large, well know businesses such as Levis, General Motors, Kodak have confronted newly empowered customers and new competitors, and have had to rethink their business models, Even market leaders such as Microsoft, Wal-mart, Intel, and Nike recognize that they cannot afford to relax. Jack Welch, GEs brilliant former CEO, repeatedly warned his company: “Change or die.”市场是复杂的，棘手的。然而，致命弱点 Confronted 面对But making the right decisions is not always easy. Marketing managers must make major decisions such as what features to design into a new product (product), what prices to offer customers (price), where to sell products (place/distribution), and how much to spend on advertising or sales (promotion). They must also make more detailed decisions such as the exact wording or colour for new packaging. The companies at greatest risk are those that fail to carefully monitor their customers and competitors and to continuously improve their value offerings.但是作出正确的选择经常不只是简简单单的.市场总理必须作出像怎样在产品中放入自己的特征，对消费者以什么样的价位，在哪里卖给顾客和在广告和售卖上花费多少 的那样的重要的决定1.design into a new product (product),2.what prices to offer customers (price), 3.where to sell products (place/distribution), 4.and how much to spend on advertising or sales (promotion). word-of-mouth 口口相传value offeringsWe see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.target marketsgetting, keeping, and growing customers得到，保持，增长客户量，/bbs/viewthread.php?tid=12652&extra=第二课Needs, wants and demandsThe marketer must try to understand the target markets needs, wants, and demands. Needs are the basic human requirements. People need food, air, water, clothing, and shelter to survive. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. Demands are wants for specific products backed by an ability to pay . many people want a Mercedes; only a few are willing and able to buy one.need 需要want 欲望demand 需求就是说营销者推销的是人们觉得Mercedes能满足他们对社会需求的idea，但是他们并没有创造这种需要？These distinctions shed light on the frequent criticism that “marketers create needs” or ”marketers get people to buy things they dont want.”Marketers do not create needs: needs preexist marketers. Marketers, along with other societal factors, influence wants. Marketers might promote the idea that a Mercedes would satisfy a persons need for social status. They do not, however, create the need for social status.needs preexist marketers. 需要优先于营销者存在along with与一起 Mercedes: m:sidi:z Todays topic:fundamental marketing concepts 基础营销概念Fundamental 基础的课文：Needs, wants and demandsThe marketer must try to understand the target markets needs, wants, and demands. Needs are the basic human requirements. People need food, air, water, clothing, and shelter to survive. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. Keywords：1.target market 目标市场2.basic 基本的，基础的类似于 fundamental3.food,air,water,clothing,and shelter: 衣食住行shelter：避难所，庇护所4.survive 幸存5.recreation ,rekrieinn. 娱乐；消遣；休养当“娱乐，消遣”讲时，类似于 entertainment6.object 表示一种客观的物体objection n.异议，反对；拒绝的理由例句：Please present your objection to the plan. 请说明你拒绝这个计划的理由。7.satisfy the need 满足需求 这里的satisfy可以用“meet”来代替课文：Demands are wants for specific products backed by an ability to pay . many people want a Mercedes; only a few are willing and able to buy one.需求是对于能被他们购买力支持的具体产品的需求。许多人都想要一辆梅赛德斯，但是只有一小部分人愿意并且有能力买一辆。Companies must measure not only how many people want their product but also how many would actually be willing and able to buy it.公司不但要评估出有多少人需要他们的产品并且要知道到底有多少人愿意并能够买他们的产品。Keywords：1.an ability to pay 购买力2.Backed bækt adj. 有背的；有财力支持的 v. 支持；使后退（back的过去分词）在本段里是“支持”的意思3.measure 测试，评估4.not onlybut also不但而且课文：These distinctions shed light on the frequent criticism that “marketers create needs” or ”marketers get people to buy things they dont want.”Marketers do not create needs: needs preexist marketers. Marketers, along with other societal factors, influence wants. Marketers might promote the idea that a Mercedes would satisfy a persons need for social status. They