营销英语学习笔记.docxVIP

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?dema