42 Marketing Strategy营销策略.doc

42. Marketing Strategy 营销策略1 Words and Phrases单词和词组adapt调整，使适应 broaden ones horizons开阔视野cyberspace网络空间 keep up with the times跟上时代步伐orientation导向 to a certain extent一定程度上propose建议 a good avenue有利途径avenue途径 a generational thing一代人的事物generational世代的，一代的 thrash out ideas研究讨论embrace接受，信奉 a whole brace of issues许多议题thrash推敲，研讨 need to be addressed需要进行处理underclass下层阶级 take that into account把它考虑在内segment部分，细分 as far as this meeting goes就这次会议来看2 Sentences重点句型1. I think we need to become a leader. 我想我们需要领先一步。2. Weve failed to keep up with the times. 我们没能跟上时代的步伐。3. We have to start with a customer orientation. 我们得从顾客导向说起。4. Our focus needs to be on the national market. 我们的重点该放在国内市场上。5. Where do you want to lead us?您想领我们到哪个领域呢?6. What are you referring to in the demographic area?您说的顾客群体状况是指什么呢?7. To a large extent，e-Commerce is a generational thing. 很大程度上说，电子商务是新一代人的新鲜事物。8. Its not really an area we have ever considered in our past strategies. 在原来的策略中没有考虑到这些方面。9. It does represent a growing market segment which we need to embrace. 这确实是一个逐渐扩大的细分市场，我们得接受。10. There are a number of areas we need to incorporate into our strategy. 策略的制定要考虑很多因素。11. Thats true so，maybe you are right and we do need to broaden our horizons. 是的，也许您说得对，我们确实需要开拓自己的视野了。12. Times are changing and new technology is changing the way people think. 时代不同了，新的科技正在改变着人们的思维和做事的方式。13. Fair enough，our export marketing will require quite separate strategies anyway. 好吧，反正我们的出口营销策略也是非常独立的。14. The aging population is another significant factor that needs to be addressed. 人口的老龄化也是应该考虑的一个重要因素。15. Thats where the future lies and thats where we have to target part of our marketing. 这就是未来所在，也是我们营销的一部分目标。3 Dialogue 1A Sales Manager discusses changes necessary to the marketing strategy. A: I think we have to broaden our horizons when it comes to our marketing strategy. Weve failed to keep up with the times. B: What do you mean? Our strategy has worked well for us in the past, why wont it continue to do so?A: Times are changing and new technology is changing the way people think and the way they operate. B: Well, thats tree enough but, weve always tried to keep up. A: To a certain extent, we have adapted our strategies but, its always been as a follower. I think we need to become a leader. B: Thats fine but, where do you want to lead us?A: Into cyberspace! Thats where the future lies and thats where we have to target part of our marketing. B: Im glad you said part of it because, I certainly wouldnt agree to shift all our marketing into e-Commerce. A: No, Im not proposing to do that. What we should be doing is marketing our brand and emphasizing customer satisfaction. B: I also believe the Internet could be a good avenue to provide customer service and support. A: To a large extent, e-Commerce is a generational thing. The younger generation has embraced it and opened up totally new markets. B: That is true so, maybe you are right and we do need to broaden our horizons. 对话1 销售经理讲述对营销策略的必要调整A: 谈到营销策略，我认为我们应该开阔视野。我们没能跟上时代的步伐。B: 您的意思是?我们的策略过去一直起作用的呀。为什么不能继续下去呢?A: 时代不同了，新的科技正在改变着人们的思维和做事的方式。B: 哦，确实如此，不过我们一直都在努力地跟上时代呀。A: 我们一定程度上是调整了策略，但还是老慢半拍。我想我们需要领先一步。B: 那当然好了，不过，您想领我们到哪个领域呢?A: 到网络空间去!这就是未来所在，也是我们营销的一部分目标。B: 很高兴听您说这只是一部分，要是把所有营销活动都转到电子商务，我可不能同意。A: 不会的，我不建议那么做。我们现在该做的是推销自己的品牌，把重点放在客户满意度上。B: 我也认为互联网会是提供客户服务和支持的有利途径。A: 很大程度上说，电子商务是新一代人的新鲜事物。年轻一代欢迎它，全新的市场已经打开。B: 是的，也许您说得对，我们确实需要开拓自己的视野了。4 Dialogue 2A Manager calls a meeting to formulate marketing strategy. A: Ive called this meeting to thrash out ideas for revamping the whole of our marketing strategy for the future. B: Where do you want to start? In my opinion, we have to start with a customer orientation. A: There are a number of areas we need to incorporate into our strategy, such as, the changing demographic status of the market and the rapid development in communications. B: What are you referring to in the demographic area, the emergence of the super rich, the growing middle class and the much larger underclass?A: Exactly. That is what is happening and it is bringing with it a whole brace of issues about the environment and the quality of life. B: Yes, I can see that. And its not really an area we have ever considered in our past strategies. A: The aging population is another significant factor that needs to be addressed. B: Thats a mixed bag because the well heeled retirees are greatly outnumbered by the people on fixed pensions. A: Thats tree but, it does represent a growing market segment which we need to embrace. B: What about globalisation? Should we take that into account?A: Product wise, thats pretty much automatic but, our focus needs to be on the national market as far as this meeting goes. B: Fair enough, our export marketing will require quite separate strategies anyway. 对话2 经理开会讨论制定营销策略A: 我召集这个会，是为了一起研究，修订我们未来的整体营销策略。B: 那您想从哪儿开始呢?依我看，我们得从顾客导向说起。A: 策略的制定要考虑很多因素，比如市场顾客群体状况的不断变化、迅速发展的通讯情况等。B: 您说的顾客群体状况是指什么呢?是指新兴的超级富有阶层、日益增长的中产阶层和人数更多的下层阶层吗?A: 完全正确。这就是现在的顾客群体状况，这种状况带来了许多有关环境和生活品质的议题。B: 是的，我也发现了。在原来的策略中没有考虑到这些方面。A: 人口的老龄化也是应该考虑的一个重要因素。B: 老年人的群体结构也比较复杂，领固定养老金的老年人人数远远超过富有的老年人。A: 是啊，不过我们得接受，这确实是一个逐渐扩大的细分市场。B: 那国际方面呢?我们是不是也要考虑在内呢?A: 产品国际市场的形成是比较自动的。不过就咱们这次会议来看，重点该放在国内市场上。B: 好吧，反正我们的出口营销策略也是非常独立的。5 Exercises A Vocabulary Drill 词汇填空练习1. Advertising is the _ tool of marketing. 2. Marketing involves _ of the demographic target. 3. All marketing strategies need to be _ developed. 4. Successful marketing _ careful planning. 5. Selling is just one part of the marketing _ . 6. The aim of marketing is to _ customers. 7. Marketing is an exercise in _ . 8. There are many _ in developing a good strategy. 9. Getting the _ right is critical in marketing. 10. Effective marketing is a good _ for a business. requires carefully generate communication principle process focus research investment factors B Reading Practice 阅读练习To a very large extent, marketing is an exercise in communication. Marketing is a process that begins with research about the target customer and the market environment which then provides the data leading to decisions on pricing, packaging and distribution. The goal of marketing is to create customers and to keep them through satisfying their needs and wants. Selling is a part of the marketing process but, marketing also involves after-sales service to generate repeat sales and new customers. No business can exist without customers and marketing is an important part of business strategy because it generates customers. That strategy must be carefully developed because of the many factors that define the target market. The location of the market, the demographics of the customers and their buying behaviour are three of these issues. Another controlling factor is the budget that is allocated for marketing. Advertising is the basic communication vehicle which can be rewarding or ineffective but, usually, very expensive. Investment in marketing will produce returns if the strategies are properly defined and implemented. Answer the questions below. 1. What is the main purp