营销和销售之 营销策略　Marketing Strategies

营销和销售之 营销策略　Marketing Strategies

营销策略是推动销售的指导思想。一个坚实的销售计划（solid marketing plan）是调研、思考和创新的共同结果。没有计划的销售难逃失败的厄运（doomed to failure）。在一个充满竞争的市场中，要扩大市场份额（grow market share），对市场的敏感（sensitivity to the market）和积极进取的竞争力（aggressive competitiveness）是必不可少的。

二八分割原则

营销中二八黄金分割（Golden 20/80 rule）应用很广泛，意思是八成的销售额来自于两成的客户基础（client base），也就是说要扩展市场份额，就要在两成的客户身上做文章；在扩大全部客户基础上（expand your total customer base），也可以带动提高销售量。在此原则指导下，营销策划人都愿意回归基础（go back to basics），询问现存客户的需求，以提高产品和服务质量来迎合新老客户。

⊙What can we do to elicit more sales from our strongest customer base?我们怎么才能从最坚实的消费者基础上赢得更多的销售额？

⊙We need to appeal to a greater part of the market segment.我们有必要争取更大的市场。

⊙We need to expand our customer base to have a larger percentage of prospects.我们需要扩大客户基础来得到更多市场比例。

⊙Who are our existing clients?

我们的现存客户都是谁？

⊙What are the needs of our prospective customers?我们的潜在客户的要求都是什么？

⊙How can our product better reach existing and new customers?我们的产品如何才能更好地深入现存的和新的客户中？

了解竞争状况

竞争无处不在。对竞争对手之间各自把持的市场份额要有清晰的认识，但绝不能被其误导（be deceived），因为消费者总是反复无常的（customers are fickle），任何一个理由都可以改变他们的消费决定。了解对手（know the enemy）才能制定正确的应对策略。

⊙What does the market look like?市场情况如何？

⊙What's the competition doing?竞争对手都在做什么？

⊙We have our own part of the market share.我们拥有自己的市场份额。

⊙Are we up against?What's our strongest competitor?我们如何应对？我们最强劲的竞争对手是谁？

⊙Our marketing share is being reduced by the competition.由于竞争，我们的市场份额在缩水。

⊙How can we increase our market share?

我们怎么才能增加我们的市场份额？

⊙We want to commandeer more of the market share.我们想占领更多的市场份额。

⊙How can we stop our market share from splintering?我们怎么才能阻止市场份额被分解。

开拓新的市场领域

推陈出新可以是改变现有产品和服务（chang existing services and products），也可以是研发全新的产品（entirely new ones）。“喜新厌旧”在市场上是很普遍的事情。客户的忠诚度（customer loyalty）可供参考，但绝不可以依赖。提高现有产品质量来更好地迎合消费者需求，或者研发全新的产品来获得新领域内的客户，都是增加市场份额的办法。

⊙It would be more competitive to……通过……则将更具竞争性。

⊙Let's focus on creating new markets.让我们重点开拓新的市场。

⊙What can we do to make our product more exciting?我们怎么才能让产品更具活力？

⊙We need to come up with a new version of our product.我们需要研发一个新版本的产品。

⊙This concept is entirely new.这是个全新的概念。

⊙If we can get our new idea off the ground, we can increase our market share with a new niche of consumers.

如果我们能想出新点子，我们就能靠新客户来增加市场份额。

⊙Market research shows that our customers are changing their preferences.

To stay on top, we've got to make some changes.

市场调研表明我们的客户正在改变他们的喜好。为了立于不败之地，我们必须有所改变。

总结

有人误认为营销策略就是打广告、搞促销，而真正意义上的营销策略是为实施具体方式提供方向，做到有的放矢。无论是推陈出新，还是选择薄利多销，都是主动出击而不是被市场拖着走。市场的领军人物无一例外地都有一套高人一筹的营销策略。让别人跟着自己走，而自己跟着市场风向走。

Words　单词表

commandeer强行获取

competition竞争

competitive有竞争力的

copy-cat模仿者，抄袭者

effectively有效地，明显地

elicit引出，探出，诱出

existing现存的，现行的

expand扩大，增加，增强

imitation模仿，仿制品，赝品

niche（产品的）商机，市场地位

preference偏爱，爱好，喜好

prospective有望的，可能的，预期的

reduce减少，缩小

re-innovate再创新

retain保持，持有，保留

segment部分，分割/划分

splinter分裂

version形式，版本

Phrases　短语表

a bunch of大量，大批的

be appeal to迎合，争取

as it stands now目前的情况是，照原样

crop up突然出现，发生

count on指望，依靠

customer base客户基础

customer loyalty客户忠诚度

get sth off the ground使突破/进展

greater part大部分，很大程度上

market share市场份额

market splintering市场割据

move into（a market）涉足/进入（市场）

niche market缝隙市场

no-name无名的

product line产品线

实景对话1

A：What does the market look like?What's the competition doing?Would webe more competitive if we made some changes to our product line?

B：We have our own part of the market share, but we need to appeal to a greater part of the market segment. As it stands now, we are suffering from a splintering of the market share.The longer we've had products on the market, the more copycat products show up from our competitors, so our market share is effectively being reduced by the competition.

A：What are we up against?Who's our strongest competitor?

B：GPE has always been one of our major competitors, but recently we've had to deal with a bunch of small no-names cropping up with imitations. We can increase our market share by coming up with a new version of our product.

A：What can we do to make our product more exciting?

B：That's a good question to ask ourselves, but we also need to know who are existing clients are and what are the needs of our prospective customers. We need to know what we can do to elicit more sales from our strongest customer base.

A：To stay on top, we've got to make some changes.

A：市场看上去怎么样？我们的竞争对手在做什么？如果我们调整产品种类是否会更具竞争力？

B：我们有自己的市场份额，但是我们有必要争取更大的部分。目前的情况是，我们正在遭受市场份额被瓦解的现状。我们的产品投放市场的时间越长，来自竞争对手的仿制品就越多，所以我们的市场份额由于竞争而明显在缩小。

A：我们如何应对？谁是我们最强劲的对手？

B：GPE一直都是我们最主要的竞争对手之一，但是最近我们得应对一大堆突然钻出来的不知名的依靠模仿的小企业。我们可以通过投放新型产品来增加市场份额。

A：我们怎么做才能够让产品更加具有活力？

B：这是一个好问题，是一个突破方式，但是我们也需要知道谁是我们现存的客户，我们潜在客户的需求是什么。我们需要了解通过什么途径才能够从我们最坚实的客户基础上赢得更多销售额。

A：为了立于不败之地，我们必须有所改变。

实景对话2

A：Market research shows that our customers are changing their preference.

We can't count on customer loyalty to keep our market share.

B：Well, as I see it, there are two things we can do. First, we have to redesign our products and services to appeal to the changes in the market. The question we should be asking is how our product can better reach existing and new customers.We need to expand our customer base to have a larger percentage of prospects.

A：Okay, so you're saying that we want to commandeer more of the market share. What's the other thing?

B：I think we should also focus on creating new markets. Not only will we retain our existing customers by re-innovating our products, but also we can expand our customer base by moving into niche markets.

A：That means we have to spend time and money on product development.

We'd have to come up with a product that is entirely new.

B：That's right, but if we can get a few new ideas off the ground, we can increase our market share with a new niche of consumers.

A：市场调研表明我们的客户正在改变他们的喜好。我们不能指望客户的忠诚度来维持我们的市场份额。

B：依我所见，有两件事我们可以做。首先，我们得重新设计我们的产品和服务来迎合市场的变化。问题是我们的产品如何才能更好地深入到现有的和新的客户。我们需要扩大客户基础来得到更多市场比例。

A：好的，你的意思是我们要占领更大的市场份额。另一个呢？

B：我想我们需要重点开拓新的市场。我们不仅要通过对产品的再创新来保留现有客户，我们也可以通过涉足缝隙市场来扩大我们的消费者基础。

A：那就意味着我们得在产品研发上投入时间和财力。我们得拿出全新的产品。

B：没错。如果我们能想出新点子，那我们就能靠新客户来增加市场份额。