第三课SWOT分析
【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: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
Weaknesses: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: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:威胁
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】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
【A】https://www.doczj.com/doc/ff2991618.html, 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.
https://www.doczj.com/doc/ff2991618.html,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。
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。与供应商的良好关系，使生意更容易做。
【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。
Sociological factors: 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。
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。
Technological factors：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。
Economic factors: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
GDP（国内生产总值）：稳步增长
Political factors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
【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。
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&D) to create original products or to modify（修饰，改变）or improve existing（目前的，现存的）products. New recipes（方法，秘诀）(for example, Vanilla Coke) and limited or special editions（版次）(for example, Christmas tea) are examples of product improvements（改善，改良）and product modifications. The product innovation may target a mass market or a specific（明确的，特种的）niche（合适的位置，商机）market- products for left-handed people, for example.
在整个新产品开发过程中，营销人员紧密合作，研究和开发（R＆D），来创建或修改原有产品或改进现有产品。新的配方（如，香草可乐），和有限的或特殊的版本（例如，圣诞节茶）是产品升级和改良的例子。产品创新，可能是针对大众市场又或者是特定的小众市场产品，例如为惯用左手的人设计产品。
【B】Idea screening点子筛选
Launching new products is a risky（冒险的，风险）business, so new product ideas are screened（筛选）to select, or spot（现场，场所，污点，发现）, potentially（潜在的）
successful product ideas. A company has to assess（评定，估价）which ideas are viable （切实可行的，有望实现的）(will survive（幸存）in a competitive marketplace), technically feasible（可行的，可用的）(the company has the skills and resources（才智，谋略，资源）to produce them),and profitable (will make money). The company also considers overall（全部，整体）demand- how much they can expect to sell.
推出新产品是有风险的业务，所以新产品创意的筛选，选择，或发现，潜在成功的产品创意。公司必须评估哪些想法是可行的（将在竞争激烈的市场中生存），技术上是可行的（该公司拥有的技能和资源，生产他们）和盈利能力（会赚钱）。公司还应考虑整体需求，预测可以出售多少。
【C】Concept development and testing概念开发和测试
An attractive idea is developed into several different product concepts（观念，概念）. Concept testing measures（程度，测量，衡量）customer response（反应，答复）to a new product –what customers think of it –and gives an indication（指示，象征，表明，迹象，暗示）of the level of consumer acceptance（接受赞成）—that is, how readily （乐意的，便捷的）consumers will use the product. The objective is to successfully introduce the new product onto the market or penetrate（穿透，渗入）the market, and to minimize the research and development costs.
几种不同的产品概念发展成为一个有吸引力的创意。概念测试是衡量顾客对新产品的反应，思考客户是怎么看待这个产品，并对消费者接受水平给出指示，也就是说，消费者有多愿意使用这个产品。我们的目标是在市场上成功推出新产品或渗透市场，并将研究及开发成本降到最低。
【D】Marketing strategy and business analysis市场战略和业务分析
The marketing strategy describes how to penetrate the market. You must decide which route（路线，渠道，途径）to market is best for your product or service. You can produce it yourself, you can sell the idea, or you can license（同意，许可证，执照）the product to another company to produce and market.
营销策略介绍如何渗透到市场。你必须决定哪条是最适合你产品或服务的途径。你可以自己生产，你可以卖的想法，你可以授权给另一家公司，生产和销售产品。
Before moving on to the product development phase（分阶段进行，方面，侧面）, businesses need to assess the financial attractiveness of the new product idea. Companies estimate（估计，预测，报价，判断）the sales volume（量，大量的）(how much they will be able to sell), the selling price(what consumers will pay for the product or service) and revenue（收入，税收）expectations (how much income the product will generate（形成，造成，产生）).
在转移到产品开发阶段之前，企业需要评估新产品创意的财务吸引力。公司预测销量（他们将能卖多少），售价（什么样的消费者将支付产品或服务）和收入预期（该产品将产生多大的收入）。
第十二课
【A】The brainstorming session头脑风暴会议
Brainstorming is a technique used by marketers during product naming to find new names for products, or during product development to find new products and to generate ideas.
There are three roles for participants（参与者）in a brainstorming team: leader, scribe（抄写员）and team members. Before the session, the leader needs to define a problem statement（声明，表现，陈述）–for example, ‘how to sell more of our biscuits （饼干）’. The problem statement needs to focus on the aim of the session, but it must be open enough to allow innovative thinking.
头脑风暴是营销人员使用的技术，在产品命名，为产品找到新的名称，或在产品开发过程中，寻找新的产品，并产生想法。
头脑风暴的团队参与者的角色有三种：领导者，记录员和团队成员。在会议之前，领导者需要定义一个问题的陈述。举个例子来说，“如何卖出更多我们的饼干。问题陈述需要把重点放在会议的目的，但它必须足够开放来容纳创新思维。
The leader must also set the ground rules for brainstorming:
All ideas are welcome. During brainstorming sessions, no judgements（判断，审判）or criticisms（批评，评论）should be made of ideas. Do not criticize ideas. Do not evaluate（评价，估价）ideas. They can be modified later.
Change involves（涉及到，包含）risk-taking, so it’s important to be open to original ideas. The quantity of ideas (how many there are) is more important than the quality (how good they are).
There is no ownership（所有权）of ideas—the ideas belong to the group. Participants should ‘hitchhike’ on, or build on, other people’s creative ideas.
The scribe needs to write down, or note down, every idea-clearly, where all the team members can see them.
领导者还必须设置头脑风暴法的基本规则：
所有的想法是值得欢迎的。在头脑风暴会议上，没有判断或批评应该做的想法。不要批评意见。不要评价的想法。他们可以在以后修改。
改变涉及到冒险，所以重要的是开放原来的想法。想法的数量（有多少）比质量（他们有多好）要重要得多。
创意没有所有权，创意的所有权属于组织。参与者应该“搭便车”，或建立在其他人的创造性想法上。
记录员需要将每一个想法清楚的写下来，记下来，在所有团队成员可以看到的地方。
【B】brainstorming techniques头脑风暴技术
You may need to get the creative（创造性的，有创意的）juices（汁，胃液，电）flowing （流动的，圆滑的，流畅的）(get people thinking more creatively), and encourage people to think out of the box –look at a problem from a new or different angle（角度，观点）. One common technique is to use a random（随机的，任意的）word as a starting point for possible solutions. There are many random word generators on the internet.
你可能需要获得源源不断的创意（让人们多一些创造性思维），并鼓励人们跳出盒子来思考，