营销英语学习笔记.docVIP

Financial success often depends on marketing ability. Finance, operations, accounting, and other business functions will not really matter if there is not sufficient demand for products and services so the company can make a profit. Many companies have now created a Chief Marketing Officer, or CMO. Marketing is tricky, however, and it has been the Achilles’ heel of many formerly prosperous companies. Large, well know businesses such as Levi’s, General Motors, Kodak have confronted newly empowered customers and new competitors, and have had to rethink their business models, Even market leaders such as Microsoft, Wal-mart, Intel, and Nike recognize that they cannot afford to relax. Jack Welch, GE’s brilliant former CEO, repeatedly warned his company: “Change or die.” 市场是复杂的，棘手的。然而，致命弱点 Confronted 面对 But making the right decisions is not always easy. Marketing managers must make major decisions such as what features to design into a new product (product), what prices to offer customers (price), where to sell products (place/distribution), and how much to spend on advertising or sales (promotion). They must also make more detailed decisions such as the exact wording or colour for new packaging. The companies at greatest risk are those that fail to carefully monitor their customers and competitors and to continuously improve their value offerings. 但是作出正确的选择经常不只是简简单单的.市场总理必须作出像怎样在产品中放入自己的特征，对消费者以什么样的价位，在哪里卖给顾客和在广告和售卖上花费多少 的那样的重要的决定 1.design into a new product (product), 2.what prices to offer customers (price), 3.where to sell products (place/distribution), 4.and how much to spend on advertising or sales (promotion). word-of-mouth 口口相传 value offerings We see marketing management as the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. target markets getting, keeping, and growing customers得到，保持，增长客户量， /bbs/viewthread.php?tid=12652extra= 第二课 Needs, wants and