市场营销专业英语课文翻译

精品文档 1欢迎下载 第三课第三课 SWOTSWOT 分析分析 A A Before entering the marketplace it is essential 必要 to carry out 进 行 a SWOT analysis This identifies 识别 标识 the strengths and weaknesses of a product service or company and the opportunities and threats facing it Strengths and weakness refer 指 参考 见 提到 to the product itself and considered as internal factors The external factors referring to the marketplace are opportunities and threats 在进入市场之前开展 SWOT 分析是必不可少的 这标志着一个产品 服务或公司的优势与 劣势 以及面临的机会和威胁 优势和劣势是指产品本身 视为内部因素 外部的影响因素 指市场中的机会和威胁 This is a SWOT analysis of PetraServe a company which runs motorway service stations 这是一家名叫 PetraServe 的运作高速服务站的企业的 SWOT 分析 Strengths Strengths 优势优势 Superior 高级 distribution network we have one of the best 高级分销网络 我们有最好的之一 We are the specialist 专业 专门 in long distance petrol 汽油 needs for lorry 货车 and truck drivers we have experience knowledge and skill 我们在为货车和卡车司机在长途中提供汽油方面很专业 我们有经验 知识和技能 Consumers see us as a quality brand Innovative 创新 loyalty program that s unique 独特 in the market 消费者看到我们的优质品牌 创新的忠诚度计划 在市场上独树一帜 We are a profitable 有利可图 company we re making money 我们是一家盈利的公司 我们赚钱 Highly recognizable brand 高认知度的品牌 A global brand 一个全球性的品牌 精品文档 2欢迎下载 Weaknesses Weaknesses 劣势劣势 Undifferentiated offer 提供 开设 in terms of basic product petrol is the same whatever the brand 在基本产品上提供的条件无差异 不论什么品牌 汽油是一样的 Lack of new products we need more 缺乏新产品 我们需要更多 Ineffective 无效 leverage 杠杆 利用 of specialist image we don t use our specialist image well 无效利用专业形象 我们没有利用我们的专业形象 Inferior 下 劣质 弱 communication we could communicate better 劣质沟通 我们可以更好的沟通 Damaged 损坏 reputation 声誉 名誉 for petrol and fossil 化石 fuels 燃料 they have a bad image 汽油和化石燃料的声誉受损 他们有一个坏的形象 Consumer loyalty is weak 顾客忠诚度低 Opportunities Opportunities 机会机会 Developing market for service station shop confectionery 糕饼 糖果 car maintenance 保养保持 products etc 发展服务站商店市场 点心 汽车保养产品等 Gap 间隙 差距 in the market hybrid 混合 cars and electric cars will need fuel 市场缺口 混合动力汽车和电动汽车将需要燃料 Huge potential 潜力 for growth there is a lot of room to expand 扩大 into new markets 巨大的增长潜力 有很大空间拓展新市场 Threats Threats 威胁威胁 精品文档 3欢迎下载 Our main competitor is strong 我们的主要竞争对手很强大 Price war in the fuel market is becoming more threatening all our competitors are cutting prices 燃料市场的价格战变得更具威胁 我们所有的竞争对手都在削减价格 Emerging 新兴 trend 趋势 towards hybrid cars and electric cars 混合动力汽车和电动汽车是新兴的趋势 Consumer fears 恐惧 about environment and pollution 消费者担心环境和污染 B B Pat Albright is the senior marketing manager for Petra serve She s presenting 呈现 her marketing strategy 战略 to the board The strategy was shaped by the SWOT analysis above Pat Albright 是 Petra serve 的高级营销经理 她将她的营销站略呈现在电路板上 这战 略塑造了上面的 SWOT 分析 We need to exploit 利用 开发 our strengths by making the most of our distribution network and loyalty program If we can also build on strengths such as our brand image and current 当前的 profitability then it ll be easier to address 讲话 发表 or deal with weaknesses such as the lack of new products 我们需要利用我们在分销网络和忠诚度计划上的优势 如果我们还能再建立优势 比如我 们的品牌形象和当前盈利能力 那么它会更容易解决或处理的弱点 如缺乏新产品 We need to anticipate 预知 预料 the threat of new hybrid cars and seize 把握 抢占 the new opportunities this will bring in terms 条款 of providing 提供 service points for these cars The potential price war in the fuel market poses 构成 a serious threat and we will need to minimize 最小化 the weaknesses this may create Our sector 扇形 行业 is also under threat from the trend towards greater consumer concerns about the environment But I believe we can create an opportunity by strengthening our communication and informing consumers about what we re doing to preserve 保护 保留 保存 the environment 我们需要预见到新的混合动力汽车的威胁 并抓住新的机遇 这将带来长期为这些车提供 维修点 燃料市场的潜在价格战带来了严重的威胁 我们需要将这些可能造成的弱势最小化 在更多消费者对环境关注的趋势下 我们的行业也受到威胁 但我相信我们可以创造机会 通 精品文档 4欢迎下载 过加强我们的沟通并且告知消费者我们为保护环境都做了什么 第六课第六课 A A provides information for marketing students Its website says the following about the micro environment the following factors have a direct impact 碰撞 影响 on the company and its stakeholders consumers employees shareholders and suppliers The company has an influence 影响 over these factors 提供的信息用于市场营销的学生 它的网站上提到了微环境 下列因 素对公司及其利益相关者 消费者 员工 股东和供应商有直接的影响 公司的影响超过这些 因素 Consumers A company must understand consumer needs and meet them 消费者 公司必须理解消费者的需求 并满足他们 Competitors You must differentiate your brand from your competitors 竞争对 手 你必须将你的品牌和你的竞争对手区别开 Employees Employing the right people and keeping them motivated 动机 is essential Training and development play a key role in the service sector 雇员 雇用合适的人 并保持他们的动力是至关重要的 在服务行业 培训与发展发挥了 关键作用 Media Positive or adverse 不利的 敌对的 negative media attention can seriously affect an organization Consumer programmes on TV and consumer magazines that people read have a powerful effect on the marketplace 媒体 正面或负面 消极 媒体的关注可能会严重影响一个组织 人们在电视上看到的消 费节目和阅读的消费类杂志 可以在市场上产生强有力的影响 Shareholders It is important to satisfy shareholders needs without harming the brand in the long term 股东 满足股东的需求而不损害品牌长期发展是很重要的 Suppliers Changes in the price or quality of raw 生 原 materials 物料 for example wood or metals will affect the marketing mix Good relations with suppliers will make business easier 供应商 原始材料价格或质量的变化 例如木材或金属 会影响营销组合 与供应商的良 精品文档 5欢迎下载 好关系 使生意更容易做 B B A STEP analysis also known as a PEST analysis looks at sociological technological economic and political factors in the market environment on a macro 宏 巨大的 level often looking at a particular 特别 特定 country or region 区域 地区 The relationship between the company and these factors is indirect 间接 This is a STEP analysis for an online supermarket in Britain STEP 分析 也被称为 PEST 分析 着眼于社会 科技 经济和政治因素的市场环境宏观层 面上 通常是在一个特定的国家或地区 公司与这些因素之间的关系是间接的 这是一家在 英国的网上超市的 STEP 分析 SociologicalSociological factors factors 社会因素社会因素 Dominant 主导 统治 religions 宗教 Mainly Christian 基督教 with significant 重大意义 显著 象征 minorities 少数 小部分 in some regions 主要宗教 主要是基督教 在一些地区少数人显著 Special diets in some areas 某些领域的特殊饮食习惯 Leisure 空闲 闲暇 activities Watching TV cooking socializing 休闲活动 看电视 烹饪 社交 Gender roles Now that younger men shop as much as women we need to target 目标 both sexes equally 性别角色 现在年轻男装店和女装店一样多 我们需要男女平等 Birth rates Birth rates are continuing to decline 下降 落下 with fewer babies born every year 出生率 出生率持续下降 每年出生的婴儿较少 Average life expectancy 期待 This is increasing so we should think about products for older customers 平均预期寿命 平均寿命增长 所以我们应该想想给老年客户的产品 Attitudes to foreign products Consumers like to experiment with foreign food and drink 国外产品的态度 消费者喜欢体验国外的食品和饮料 精品文档 6欢迎下载 Opinions on environmental issues We should use only recyclable 可回收 packaging and hybrid fuel delivery 传递 运送 分娩 vans 货车 环境问题的意见 我们应该只使用可回收的包装和混合燃料的送货车 TechnologicalTechnological factorsfactors 科技因素 科技因素 Innovation and technological advances 创新和技术进步 Production New product lines and product types are continually coming onto the market 产品 新产品线和产品种类正在不断进入市场 Offer We now offer a new service ordering by mobile phone 提供 我们现在提供的新服务通过手机订购 Distribution 分配 派发 Online ordering has changed the way supermarkets operate We no longer need actual shops 配货 网上订购已经改变了超市的运作方式 我们不再需要实际的店铺 Communication with consumers Broadband 宽带 internet connections make it possible to include more product photos on our site We could even think about adding video 与消费者的沟通 宽带互联网连接 让我们的网站上涵盖更多的产品照片成为可能 我们 甚至可以加入视频 EconomicEconomic factors factors 经济因素经济因素 The economic forecast is good 经济预测是好的 Interest 利益 利息 rates stable 稳定 at 5 利率稳定在 5 Unemployment rate less than 9 of people are out work 失业率 小于 9 的人外出工作 GDP Gross 合计 Domestic 国内 Product Growing steadily 精品文档 7欢迎下载 GDP 国内生产总值 稳步增长 PoliticalPolitical factorsfactors 政治因素政治因素 Political stability very good Consumers feel relaxed about the political situation and ready to use consumer credit 政治稳定 非常好 消费者感到放松的政治局势 并准备使用消费信贷 New tax business legislation 法律 法规 立法 No changes to the law for our business sector in the near future 新税务 商业法例 在不久的将来我们业务部门的法律不会改变 International trade agreements We can import 进口 products from the EU without paying extra import duties 国际贸易协定 我们可以从欧盟进口产品 而无需支付额外的进口关税 第九课第九课 B B The graph shows consumer ratings 评级 of the product over a ten year period 时期 某一时代 You can see that after the launch 发射 发起 发动 of the product the ratings rose to 33 The trend was stable until the arrival of a major competitor in the market This led to a slight 轻微 fall in approval 赞 同 ratings The relaunch 重新开张 重新启动 of the brand invigorated 刺激 振兴 使健壮 the product and so you can see ratings rising to 60 the ratings doubled However reports in the national press 全国新闻 have had a negative effect on the brand image and approval ratings have plummeted 骤然跌落 Compared to the same period last year a significantly 数量大 显著 higher number of consumers have a low opinion of the product and the brand image The percentage 比例 of dissatisfied 不满意的 respondents 调查对象 has trebled 成三倍 Although this seems to be very negative your initial 最初的 guesstimates 粗略估计 your predictions 预测 before you had the figures 轮 廓 数字 计算 were much worse 该图显示了这个产品 10 年间的消费者满意度 你可以看到的产品推出后 产品满意度上 升到 33 目前稳定的趋势将持续到市场上主要竞争对手到来 这导致了支持率略有下降 将 产品重新投放市场使品牌重生 所以你可以看到支持率上升到 60 翻了一番 然而 在全国 媒体的报道已经对品牌形象产生了负面影响 支持率一落千丈 去年同期相比 有着更大的消 费者数量和更低的产品评价和品牌形象 受访者不满意的比例已经翻了三倍 虽然这似乎是非 常消极的 你最初的粗略估计 在得到数字前的预测 更糟糕 精品文档 8欢迎下载 第十课第十课 A Idea generation 点子时代 Idea generation 一代 时代 is the systematic 系统的 有规则的 search for new product ideas It is the first step in the new product development NPD process 过程 工序 处理 NPD is essential for companies to stay competitive Ideas for product innovation can come from many sources 来源 for example internal brainstorming distributors 分销商 or increasingly from customers Many companies are adopting a customer driven or customer centric marketing approach 靠近 方法 途径 focused on identifying 识别 认出 支持 customer demands 要求 查问 想知道 what customers are asking for and understanding consumer needs what customers require 要求 规定 to solve a particular problem Market research techniques are used to identify gaps in the market 点子时代 是系统地搜寻新的产品理念 它是新产品的开发 NPD 过程中的第一步 新 产品开发对公司保持竞争力至关重要 产品的创新思路可以来自许多来源 例如 内部头脑风 暴 分销商 越来越多的来自客户 许多公司都在采用以客户为导向 以客户为中心的营销方 式 专注于识别顾客的需求 客户要求 并了解消费者的需求 客户需要什么来解决特定的 问题 市场研究技术是用来在市场上找出缺口 Throughout the NPD process marketers work closely with research and development R by housing this is a major customer concern We will also talk about safety needs how our client will protect himself and his family when he is retired We think about social needs will he still be able to afford membership of the golf club Then there is the Porsche that he drives to the golf club This is an example of an esteem 尊重 认为 意见 need to maintain 保持 维持 his lifestyle and social status 地位 情形 状态 身份 We talk a lot about golf in fact There are also self fulfilment 履行 实现 满足 感 needs Here we consider all Mr Singh s personal projects 计划 项目 课题 and dreams We have to work out how much money he will need to invest 投资 花费 授予 today in order for example to be able to travel the world when he retires Marketers are interested in customer needs as these can explain customer wants or desires for a specific 明确的 特性 具体的 product or service 马斯洛需要层次理论 Abraham Maslow 是二十世纪的社会心理学家 在营销中他的基本需求金字塔是被引用最多 的模型之一 Matt Robinson 一个高街银行的资深营销人员 在一次营销团队的谈话中使用了 这个模型 试想一下 Mr Singh 老看我们给他的退休金计划 当然 我们讨论关于他对退休生活 的希望和愿望 我们通常从满足他的生理需求开始 住房 这是客户关注的一大问题 我们 还将讨论安全需要 我们的客户在退休后将怎么保护他自己和他的家人 我们思考社会需要 他是否还能负担得起高尔夫俱乐部会员 然后 还有一辆能让他开着去高尔夫俱乐部的保时捷 这是一个尊重需要的例子 保持他的生活方式和社会地位 事实上我们谈了好多高尔夫球 还 有自我实现需要 我们在这考虑所有 Mr Singh 的个人计划和梦想 我们必须计算出他今天将 需要投资多少钱为了 例如 他退休后能够周游世界 营销人员对像顾客需求这些可以解释消费者针对特定产品或服务的需要与期望的感兴趣 精品文档 19欢迎下载 B Consumer life cycle 循环 周期 运转 CLC Just as products have a life cycle so do consumers the consumer Life Cycles or CLC Matt Robinson talks about this of course the banking sector is highly attuned 使协调 适应 to consumer life cycles we re able to understand how a customer s needs change over time We exploit 开采 功绩 利用 this by offering different services as our clients age form their first savings account 账目 解释 认为 把 视作 as a child to a first current 现在的 最近的 趋势 account to mortgages 抵押 life insurance and retirement plans Some people criticize 分析 评估 挑剔 批判 us for creating needs for making people believe they need products that they don t But I really think we try to fulfil or satisfy customer needs as they change over the years Younger customers do not have the same desires as retired people 消费者生命周期 就像产品有生命周期 消费者也有 消费者生命周期或 CLC Matt Robinson 谈到 当然 银行业高度切合消费者生命周期 我们能了解消费者需求如何随时间变化 我们利 用这点为不同年龄段的客户提供不同的服务 从他们儿童时期的第一个储蓄账户开始 到第一 个往来账户 抵押贷款 生命保险和退休计划 一些人批判我们创造需求 让人们相信他们需 要那些他们本不需要的产品 但我真的认为 我们尽量履行或满足多年来一直改变的消费者需 求 年轻消费者与退休了的人的期望是不一样的 C Purchasing behavior Purchases behavior or purchases patterns refer to what a consumer buys and when and how they make their final purchasing decision The first step is usually awareness 察觉 觉悟 意识 of the brand The consumer forms purchase intentions 意图 意向 目的 打算 plans to buy things which they may or may not act on Routine 例行性 成套动作 purchases of the same products on a repetitive 重复的 啰嗦的 basis 主成分 基本原则 for example coffee from the coffee machine at the office have low levels of personal involvement 牵连 参与 加入 Major investment such as buying a car or impulse 冲动 推动 purchasing such as buying some new shoes or a CD on the way home have higher levels of personal involvement Some consumers have very high levels of loyalty to a brand or product and they will always buy the same brand 购买行为 精品文档 20欢迎下载 购买行为或购买模式是指顾客买什么 以及何时他们是如何使他们做购买的最后决定的 第一步通常是对品牌的认知 消费者形成购买意向 打算去买东西 他们会不会采取行动 在重复的基础上例行购买相同产品 例如 办公室咖啡机里的咖啡 的个人参与水平低 主要 投资 例如买车 或冲动性购买 例如在回家的路上买一些新鞋或 CD 的个人参与水平高 一 些消费者对品牌或产品有非常高的忠诚度 他们永远买一个品牌 第二十一课第二十一课 LoyaltyLoyalty programmesprogrammes A customer loyalty Customer loyalty is critical 批评 挑剔 危急 决定性的 关键的 to business success and profitability Loyal customers buy more and so improve sales and profit margins 边 利润 差额 However customers are becoming increasingly 越 来越多的 日益 格外 fickle 易变 无常 or disloyal they no longer hesitate 犹豫 停顿 不愿 to switch 转换 交换 开关 or change retailers and brands 顾客忠诚 顾客忠诚是商业成功和盈利能力的关键 忠诚的顾客购买的更多 从而提高销售量和利润 空间 然而 消费者越来越善变或不忠诚 他们不再犹豫转换或改变零售商和品牌 Loyal firm 坚固的 牢固的 and not changing in your support for a person a company an organization or a brand Customer loyalty then tendency 趋势 倾向 to repurchase 买回 回购 a particular product service or brand or revisit 重临 回访 a particular company shop or website 忠诚 对于支持的人 公司 组织或品牌坚定不会改变 顾客忠诚 倾向回购特定的商品 服务或品牌 或者重临特定的公司 商店或网站 B loyalty programmes Marketers implement 实行 实施工具 loyalty programmes such as frequent flyer programmes to maximize customer loyalty and minimize customer defection 背 叛 缺陷 The purpose of a loyalty programme is to allow marketers to identify 识别 认出 确定 and retain 保持 记住 or keep preferred 首选的 提出 customers and to reward 奖金 报酬 them with discounts 折扣 减价 and special offers most supermarkets and department stores have a retail loyalty programme in the form of a store card 赊购卡 or loyalty card Customers complete an application 申请 运用 form with demographic 人口统计 data and 精品文档