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工商管理英语Chapter 5 市场营销

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[00:00.00]define vt.

[00:00.54]规定

[00:01.07]flexible a.

[00:01.72]柔软的

[00:02.38]objective n. a.

[00:03.23]目标, 客规

[00:04.08]machinery n.

[00:04.82]机器

[00:05.56]therefore adv.

[00:06.32]因此

[00:07.08]quality n.

[00:07.73]质量

[00:08.39]manufacturing n.

[00:09.25]制造业

[00:10.11]secure a. vt.

[00:10.67]安全 保证

[00:11.23]A:We need to define a new strategy but this strategy must be flexible enough to take into account changing market conditions.

[00:17.10]我们需要制定一项新的策略,但这项策略必须很灵活,才能适应不断变化的市场条件。

[00:22.96]B:I agree.Our main objective must be gaining market share,and to do this we must reduce prices.

[00:27.42]我同意,我们的主要目标必须是占领市场份额,为此我们就必须降低售价。

[00:31.87]A:So are you sure that if we reduce prices,our market share will increase?

[00:34.23]降低售价就能增加市场份额,对此你有把握吗?

[00:36.60]B:Yes,I'm sure.

[00:37.46]对,我有把握。

[00:38.32]C:That's probably true,but if we reduce prices,our margins will be lower and that will cut profits.

[00:42.36]也许是这样。可是如果降低售价,我们的赚头就会减少,并使得利润下降。

[00:46.39]B:In the short term that's right,but we can slowly increase production,

[00:49.20]短期看是对的,但是我们可以慢慢增加产量,

[00:52.01]and with increased production,we'll cut unit costs.

[00:53.98]如果产量上去了,单位成本也就降低了。

[00:55.95]C:That's really a long_term prospect.

[00:57.04]那可真是长远的前景。

[00:58.12]Unit costs can only come down if we invest in new plant and machinery.

[01:00.42]单位成本的降低只能靠我们对新设备的机械的投资。

[01:02.72]A:Let's stop there a minute and try to define our strategy in two directions firstly the market and secondly manufacturing.

[01:07.13]这个问题暂时放一放,让我们设法先从两个方面来确定我们的策略,首先是市场,其次是生产。

[01:11.55]Do we agree that increased market share is the objective?

[01:13.74]大家同不同意我们的目标是增加市场份额。

[01:15.94]C:No,I don't agree.I think we should go for higher profitability.

[01:17.98]不,我不同意,我认为应该争取更高的利润。

[01:20.01]If we can upgrade the product,we'll get better prices and therefore high profits.

[01:22.73]如果让产品升级,就可以提高售价,那么利润也就更高了。

[01:25.45]B:Look,the market is already very competitive and getting more.

[01:27.81]你看,市场竞争已经非常激烈了,而且会更加激烈。

[01:30.17]So if we increase prices,whatever the quality,sales will drop rapidly.

[01:33.05]如果我们提高售价,那么不管质量多高,销售量肯定会急剧下降。

[01:35.92]A:Right,let's look at it from the other point of view manufacturing.

[01:37.92]好啦,那让我们从另一个角度生产的角度来看这个问题吧。

[01:39.92]C:Well,if we can reduce costs in manufacturing,that must put us in a strong position to adapt to the market.

[01:44.87]好的,如果能降低生产成本,我们就能处于一个非常有利的地位来适应市场。

[01:49.82]The only way me can be flexible enough is to sub_contract more of the production.

[01:52.77]只有把更多的生产项目转手承包出去,我们才能有足够的灵活性。

[01:55.72]B:But it'll mean job losses if we do that.

[01:56.94]如果那样就会有人丢掉工作。

[01:58.15]C:Yes,but the jobs that remain will be more secure.

[02:00.20]对,可是剩下的工作会变得更有把握。

[02:02.25]marketing n.

[02:03.06]市场营销

[02:03.87]needs n.

[02:04.47]需要

[02:05.07]wants n.

[02:05.64]欲望

[02:06.20]demands n.

[02:06.90]需求

[02:07.61]product n.

[02:08.21]产品

[02:08.81]exchange vt.

[02:09.42]交换

[02:10.04]transaction n.

[02:10.83]交易

[02:11.63]production concept

[02:12.60]生产观念

[02:13.56]product concept

[02:14.40]产品观念

[02:15.24]selling concept

[02:16.08]推销观念

[02:16.93]marketing concept

[02:17.94]市场营销观念

[02:18.95]Marketing must be understood in the sense of satisfying customer needs.

[02:21.81]市场营销的实质是满足消费者的需求。

[02:24.67]Selling is not marketing.

[02:26.00]销售并不等于市场营销。

[02:27.33]Selling and advertising are only part of a larger marketing mix.

[02:30.22]销售和广告只是市场营销的一小部分。

[02:33.10]The aim of marketing is to make selling superfluous.

[02:35.49]营销的目的是就是使销售变为多余。

[02:37.88]The aim is to know and understand the customer so well that the product or service fits and sells itself.

[02:42.52]具体来说,营销的目的是充分理解消费需求,在此基础上提供满足需求的产品和服务,从而使得产品可以自行销售。

[02:47.16]Understanding customers'needs,wants,and demands in detail provide important input for designing marketing strategies.

[02:52.24]深入理解顾客的需要、欲望和需求能够帮助企业制定合理有效的营销战略。

[02:57.32]The importance of products lies in the benefit they provide.

[02:59.74]产品的重要性在于它们所提供的效用。

[03:02.15]The term product covers physical goods,services,and a variety of other vehicles that can be wanted.

[03:06.70]产品这个概念包括有形产品、无形劳务和其他一系列媒介物(如信息)等能满足消费需求、欲望的东西。

[03:11.24]Consumers make buying choice based on their perceptions of the value that various products and services deliver.

[03:15.77]消费者的选购决策是在对不同产品和服务所提供的效用的理解判断基础上做出的。

[03:20.31]Consumers often do not judge product values and costs accurately or objectively.

[03:23.30]消费者往往不能很精确、很客观地评价产品的价值和成本。

[03:26.29]They act on perceived value.

[03:27.66]他们只以产品的表象认知价值为评价依据。

[03:29.03]Customer satisfaction is closely linked to quality.

[03:31.40]消费者的满意与产品质量紧密相连。

[03:33.76]American Society for Quality Control defines quality

[03:36.01]美国质量控制协会将质量定义为:

[03:38.25]as the totality of features and characteristics of a product or services that bear on its ability to satisfy customer needs.

[03:43.56]产品和服务能满足消费者需要的所有属性和特征。

[03:48.86]Quality begins with customer needs and ends with customer satisfaction.

[03:51.56]质量始于消费者需要,止于消费者满意。

[03:54.27]Beyond creating short_term transactions,marketers need to build long_term relationships with valued customers,a distributor,dealers,and suppliers.

[04:00.81]除了进行短期交易,营销者还需要与目标顾客,分销商,经销商,供应商建立良好的长期关系。

[04:07.35]The operating assumption of relationship marketing is:

[04:09.35]关系营销的行为原理是:

[04:11.35]build good relationship and profitable transactions will follow.

[04:14.01]与顾客建立起良好的关系后,有利的交易自会随之而来。

[04:16.68]To marketers,market is the set of actual and potential buyers of a product.

[04:19.72]从营销者的角度来看,市场是某产品实际的和潜在的买主的集合。

[04:22.77]Marketing means managing markets to bring about exchanges for the purpose of satisfying human needs and wants.

[04:27.23]市场营销是指为满足人们的需要和欲望而组织市场进行交换的活动。

[04:31.70]Activities such as product developments,research,communication,distribution,pricing and service are core marketing activities.

[04:37.58]产品开发、(市场)调研、(信息)交流、分销、定价、服务等活动是市场营销活动的核心内容。

[04:43.45]We define marketing management as the analysis,planning,implementation,and control of programs designed to create,build,

[04:48.97]市场营销管理是指对营销项目进行分析、制定计划、组织实施和进行监控的过程,

[04:54.48]and maintain beneficial exchanges with targeted buyers for the purpose of achieving organizational objectives.

[04:59.21]它便于创造,建立和维护目标顾客之间为达到组织营销目标而出现的利益交换关系。

[05:03.93]At any point in time,there may be no demand,inadequate demand,irregular demand,or too much demand,

[05:08.61]在不同的时点,需求可能呈不同的状态:无需求,不充足需求,波动需求,超饱和需求等等,

[05:13.29]and marketing management is concerned not only with finding and increasing demand,

[05:16.59]营销管理必须采取不同的营销方案去处理不同的需求,不仅要发现和刺激需求,

[05:19.90]Beyond designing strategies to attract new customer and create transactions with them,

[05:22.90]营销者除了要制定决策吸引顾客并与之达成交易外,

[05:25.90]companies now are going all out to retain current customers and build lasting customer relationships.

[05:29.60]目前更需要尽全力保留现有顾客并与之建立长期交易关系。

[05:33.30]Companies are also realizing that losing a customer means more than losing a single sale it means losing the entire revenue stream of purchases that the customer would make over a life_time of patronage.

[05:40.19]企业也要意识到失去一个顾客并不仅仅意味着失掉一笔生意,它意味着这个顾客一生中所需进行的购买。

[05:47.09]The key to customer retention is superior customer value and satisfaction.

[05:50.07]保住顾客的关键是创造更高的顾客价值和顾客满意度。

[05:53.04]The key to customer retention is superior customer value and satisfaction.

[05:56.57]保住顾客的关键是创造更高的顾客价值和顾客满意度。

[06:00.10]customer value

[06:00.86]顾客价值

[06:01.61]Production concept is one of the oldest marketing philosophies.

[06:03.82]生产观念是一种旧的市场经营观念。

[06:06.03]By this concept,marketing management should focus on improving production and distribution efficiency.

[06:10.18]在这种观念的指导下,营销管理的重心放在提高产量和有效分销上。

[06:14.33]The production concept is still a useful philosophy in two types of situations.

[06:17.05]目前,生产观念在两种情况下仍旧适用。

[06:19.77]The first occurs when the demand for a product exceeds the supply;

[06:22.37]其一是某种产品供不应求时;

[06:24.97]the second occurs when the product's cost is too high and improved productivity is needed to bring it down.

[06:29.49]另一种情况是某种产品成本过高而急需提高生产能力,降低成本时。

[06:34.00]The product concept holds that consumers will favor products that offer the most quality,performance,and innovative features.

[06:38.88]产品观念认为,消费者会喜欢质量最优、性能最好、特点最多的产品。

[06:43.75]The product concept also can lead to marketing myopia.

[06:46.01]产品观念也可能导致“营销近视”。

[06:48.27]The product concept also can lead to marketing myopia.

[06:50.49]产品观念也可能导致“营销近视。”

[06:52.71]marketing myopia

[06:53.60]营销近视产品

[06:54.48]The selling concept,which holds that consumers will not buy enough of organization's products unless it undertakes a largescale selling and promotion effort.

[07:00.85]推销观念认为,除非是企业大力开展推销和促销活动,否则消费者不会购买它太多的产品。

[07:07.21]By selling concept,the firms'aim is to sell what they make rather than make what the markets want.

[07:11.69]在推销观念的指引下,企业的经营目标是尽量卖掉他们生产的产品,而不是尽量生产市场需要的产品。

[07:16.17]The marketing concept holds that achieving organizational goals depends on determining the needs and wants of targeted markets

[07:21.22]市场营销观念认为,要达到企业目标,关键在于确定目标市场的需求和欲望,

[07:26.28]and delivering the desired satisfactions more effectively than competitors do.

[07:29.21]并比部分者更有效能和效率地满足消费者的需要。

[07:32.15]The selling concept starts with the factory,focuses on the company's existing product.

[07:35.47]推销观念从生产企业出发,以企业现有产品为中心。

[07:38.79]The marketing concept starts with a well_defined market,focuses on customer needs.

[07:41.95]营销观念从明确的市场出发,以消费需求为中心。

[07:45.11]Marketers must balance creating more value for customers against making profits for the company.

[07:48.60]营销者必须在努力创造顾客价值和获取企业盈利二者之间求得平衡。

[07:52.08]The societal marketing concept holds that the organization should determine the needs,wants,and interest of targeted markets,

[07:57.22]社会营销观念认为,企业应该确定目标市场的需要、欲望和兴趣,

[08:02.35]it should then deliver superior value to customers in a way that maintains or improves the consumer's and the society's well_being.

[08:07.93]并且应以能保持或增进消费者和社会的利益的方式去创造顾客价值。

[08:13.51]The societal marketing concept calls upon marketers to balance three considerations in setting their marketing policies:company profits,consumer wants,and society's interest.

[08:21.07]社会营销观念要求营销者在确定营销策略时,要考虑企业利润、消费需求和社会利益三者平衡。

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