Marketing
A-Level Business Topic 3 15:14 English narration · English + 中文 subtitles burned in
Chapters
Transcript
Two shops sell the same coffee at the same price.
两家店卖同样的咖啡，价格也一样。
One is always busy; the other sits empty.
一家总是人满为患，另一家却冷冷清清。
Nothing about the product explains it.
产品本身解释不了这件事。
The difference is marketing — knowing exactly who the customer is, what they want, where they look, and what they will pay.
差别在于营销——清楚地知道顾客是谁、他们想要什么、 他们会去哪里看，以及他们愿意付多少钱。
Get that right, and the product almost sells itself.
这些做对了，产品几乎能自己卖出去。
Today: what marketing is.
今天我们来看：营销是什么。
Market size, growth and share.
市场规模、增长与份额。
Elasticity.
弹性。
Market research and sampling.
市场调研与抽样。
And the whole marketing mix — product, price, place and promotion.
以及完整的营销组合——产品、价格、渠道和促销。
Let's begin.
让我们开始吧。
Marketing is the job of finding out what customers want, then making and selling products that meet those wants at a profit.
营销是这样一项工作：先弄清顾客想要什么，再生产并销售能满足这些需求的产品并从中获利。
Firms approach it in two ways.
企业有两种做法。
A product-orientated firm builds the product first and hopes buyers come — which suits new or highly technical goods.
产品导向的企业先把产品做出来，再指望有人来买—— 这适合全新或技术性很强的产品。
A market-orientated firm asks customers first, then builds, which lowers the risk of failure.
市场导向的企业先问顾客，再动手做， 这样失败的风险更低。
Customer relationship marketing goes further: it builds long-term links so buyers come back, because keeping a customer costs far less than finding one.
客户关系营销更进一步：它建立长期联系，让顾客回头， 因为留住一位老顾客的成本远低于开发一位新顾客。
Three numbers describe a market.
有三个数字描述一个市场。
Market size is the total sales of every firm in it, measured by value or by units.
市场规模是市场中所有企业的销售总额， 可以按金额也可以按数量衡量。
Market growth is how fast that total is rising, as a percentage.
市场增长是这个总额上升的速度，用百分比表示。
Market share is one firm's sales as a percentage of the whole market.
市场份额是某一家企业的销售额占整个市场的百分比。
A rising share is the clearest sign that marketing is working — because it means you are winning, not just floating up with the market.
份额上升是营销奏效最清晰的信号——因为那意味着你在胜出， 而不只是随着市场一起被抬高。
A firm sells four million pounds of goods in a market worth fifty million. Find its market share. Pause and try it.
某企业在一个总值五千万英镑的市场上卖出四百万英镑的货物，求它的市场份额。
Four divided by fifty, times one hundred, is eight percent.
先暂停，自己算一算。 四除以五十，再乘以一百，等于百分之八。
Now the trap that catches students.
现在是常常绊倒学生的陷阱。
Suppose the market grows, but the firm still sells four million.
假设市场变大了，而这家企业仍然只卖四百万。
Its sales have not fallen — yet its share drops, because rivals grew faster.
它的销售额并没有下降——但份额却下降了，因为对手增长得更快。
Standing still in a growing market means losing.
在增长的市场里原地不动，就是在退步。
So where do you aim?
那么该瞄准哪里？
A mass market is large, aimed at almost everyone — soft drinks, for example.
大众市场很大，面向几乎所有人——比如软饮料。
Sales are huge, but so is competition.
销量巨大，但竞争同样激烈。
A niche market is a small part of a market with special needs, like left-handed tools: less competition, but fewer buyers.
利基市场是市场中有特殊需求的一小块， 比如左撇子工具：竞争较少，但买家也较少。
Market segmentation splits a market into groups of similar buyers — by age, income, gender, location or lifestyle — so each group gets the right product and the right message.
市场细分把市场分成若干由相似买家组成的群体——按年龄、收入、性别、地域或生活方式—— 让每一组都得到合适的产品和合适的信息。
Look at the difference on screen.
看屏幕上的差别。
A mass market aims at almost every buyer — soft drinks, soap, phone credit.
大众市场面向几乎每一位买家——软饮料、肥皂、话费。
Volume is huge, so unit costs can fall, but rivals fight hard on price and shelf space.
销量巨大，所以单位成本可以下降，但对手会在价格和货架上激烈争夺。
A niche market serves a small group with a special need — left-handed scissors, vegan running shoes.
利基市场服务有特殊需要的一小群人——左撇子剪刀、纯素跑鞋。
Fewer buyers means lower sales, yet the firm can charge more and face less direct competition.
买家更少意味着销量更低，但企业可以卖得更贵，直接竞争也更少。
Choose mass for scale; choose niche for focus.
要规模选大众，要专注选利基。
Market segmentation splits buyers who are alike into groups.
市场细分把相似的买家分成若干群体。
Common cuts are age, income, gender, location, and lifestyle.
常见切法是年龄、收入、性别、地域和生活方式。
A young city renter and a rural retiree rarely want the same product or the same advert.
年轻的城市租客和乡村退休者很少想要同一件产品或同一则广告。
Aiming the right product and message at each segment raises sales and cuts waste, because money is not spent talking to people who will never buy.
把合适的产品和信息对准每一细分市场，能提高销量并减少浪费， 因为钱不会花在永远不会买的人身上。
Demand is how much buyers will take at each price.
需求是买家在每个价格上愿意买多少。
Supply is how much sellers will offer at each price.
供给是卖家在每个价格上愿意卖多少。
Usually, when price falls, demand rises and supply falls.
通常，价格下降时，需求上升，供给下降。
The two lines cross at equilibrium — the market price where quantity demanded equals quantity supplied.
两条线在均衡处相交—— 那是需求量等于供给量的市场价格。
Marketing does not set price in a vacuum: it works inside this market balance.
营销不是在真空中定价格： 它在这个市场平衡之内运作。
Elasticity measures how strongly demand reacts to a change.
弹性衡量需求对某种变化反应的强弱。
Price elasticity of demand measures the reaction to a price change: the percentage change in quantity, divided by the percentage change in price.
需求价格弹性衡量对价格变化的反应： 需求量变化的百分比，除以价格变化的百分比。
If it is greater than one, demand is elastic — a small price cut lifts sales a lot, so cutting the price raises revenue.
如果它大于一，需求就是富有弹性的—— 小幅降价能大幅提升销量，所以降价反而增加收入。
If it is less than one, demand is inelastic — quantity barely moves, so raising the price raises revenue.
如果它小于一，需求缺乏弹性—— 数量几乎不动，所以提价反而增加收入。
Two more elasticities matter: income elasticity, where luxuries react strongly and basics hardly at all; and cross elasticity, positive for substitutes like tea and coffee, negative for complements like cars and fuel.
还有两种弹性也很重要： 收入弹性，奢侈品反应强烈，必需品几乎没有反应； 交叉弹性，对茶与咖啡这样的替代品为正，对汽车与燃油这样的互补品为负。
Look at the two demand curves.
看这两条需求曲线。
On the shallow, elastic curve, the same price fall lifts quantity a lot — so cutting price can raise revenue.
在较平、富有弹性的曲线上，同样的降价会大幅提升数量—— 所以降价可以提高收入。
On the steep, inelastic curve, quantity barely moves — so raising price can raise revenue.
在较陡、缺乏弹性的曲线上，数量几乎不动—— 所以提价可以提高收入。
Write the formula in words for the exam: percentage change in quantity demanded, divided by percentage change in price.
考试时用文字写出公式：需求量变化的百分比， 除以价格变化的百分比。
If that number is above one, demand is elastic; below one, inelastic.
这个数大于一，需求富有弹性；小于一，则缺乏弹性。
Elasticity is useful because it helps a firm predict how a price change will affect sales and revenue.
弹性有用，因为它帮助企业预测价格变动会怎样影响销量和收入。
Before a cut or a rise, ask: will quantity move a lot, or almost not at all?
在降价或提价之前先问：数量会大幅变动，还是几乎不动？
Luxury goods react strongly when incomes rise; basics barely move.
收入上升时，奢侈品反应强烈；必需品几乎不动。
Substitutes pull demand away when a rival's price falls; complements move together, like cars and fuel.
对手降价时，替代品会把需求拉开；互补品则一起变动，比如汽车和燃油。
Before you decide anything, you research.
在做任何决定之前，先要调研。
Primary research is new information you collect yourself — surveys, interviews, observation.
一手调研是你自己收集的新信息—— 问卷、访谈、观察。
It fits your exact question, but it costs money and takes time.
它正好针对你的问题，但要花钱也花时间。
Secondary research uses information that already exists: reports, websites, your own sales records.
二手调研使用已经存在的信息：研究报告、网站、企业自己的销售记录。
Cheap and fast, but possibly old, or not quite right for your question.
便宜又快，但可能过时，或者并不完全对上你的问题。
The data comes in two kinds: quantitative data is numbers, easy to compare; qualitative data is opinions and reasons, and it tells you why.
数据分成两类：定量数据是数字，便于比较；定性数据是看法和原因，它告诉你"为什么"。
Primary research produces fresh numbers you can put on a chart — for example, sixty percent of shoppers buy weekly.
一手调研能产出可以上图表的新数字——比如百分之六十的购物者每周购买。
That quantitative data is easy to compare across weeks and rivals.
这类定量数据便于跨周、跨对手比较。
Pair it with qualitative answers about why people like the brand, and you see both the pattern and the reason.
再配上关于人们为何喜欢该品牌的定性回答， 你就能同时看到规律和原因。
Good research studies customers, competitors, and the market before any big mix decision.
好的调研在做任何重大组合决策之前， 就先研究顾客、竞争对手和市场。
You cannot ask everybody, so you ask a sample.
你不可能问遍所有人，所以只问一个样本。
A sample is the small group chosen to stand for the whole market.
样本是被挑选出来代表整个市场的一小群人。
Random sampling gives everyone an equal chance of being picked.
随机抽样让每个人被抽中的机会均等。
Quota sampling takes set numbers from each group.
配额抽样从每一组中抽取规定的人数。
Stratified sampling copies the make-up of the real market.
分层抽样让样本的构成与真实市场一致。
A larger, well-chosen sample is more reliable.
样本越大、选得越好，结果就越可靠。
Poor sampling causes bias — and biased findings send the whole marketing decision the wrong way.
抽样不当会造成偏差——而带偏差的结论会把整个营销决策引向错误的方向。
Now the marketing mix.
现在来看营销组合。
The marketing mix is the four decisions a firm takes to sell a product — often called the 4Ps.
营销组合是企业为销售产品所做的四个决策——也就是4P。
Product: what are we selling?
产品：我们卖的是什么？
Price: how much do we charge?
价格：我们收多少钱？
Place: where and how do customers buy it?
渠道：顾客在哪里、怎样买到它？
Promotion: how do we tell them about it?
促销：我们怎样把它告诉顾客？
But they must be integrated — each P has to support the others.
但它们必须彼此整合——每一个P都要支撑其他几个。
A premium price needs premium quality, a premium image, and the right shops.
高端定价需要高端质量、高端形象和合适的销售场所。
Get one P wrong, and the whole mix fails.
有一个P出错，整个组合就会失败。
The four Ps sit around one centre: product, price, place, and promotion.
四个P围着一个中心：产品、价格、渠道和促销。
Integration means they fit.
整合意味着它们彼此匹配。
A premium coffee needs high quality beans, a high price, smart cafés or exclusive shops, and polished adverts — not bargain stickers and dusty shelves.
高端咖啡需要优质咖啡豆、高价、精致咖啡馆或专属门店，以及考究的广告—— 而不是廉价贴纸和积灰货架。
If one P fights the others, customers notice and the whole mix fails.
若有一个P与其他相冲，顾客会察觉，整个组合就会失败。
Start with product.
先从产品说起。
Every product has a life cycle — four stages, drawn as sales over time.
每个产品都有生命周期——四个阶段，画成销量随时间的变化。
Introduction: the launch, with low sales and heavy promotion costs.
引入期：新品上市，销量低而促销成本高。
Growth: sales climb fast.
成长期：销量快速攀升。
Maturity: sales peak and level off, and this is where most of the profit is made.
成熟期：销量达到顶峰并趋于平稳，大部分利润都在这个阶段赚到。
Decline: tastes move on and sales fall.
衰退期：口味改变，销量下滑。
In maturity a firm uses extension strategies to hold sales up — new packaging, a new use, or a new market.
在成熟期，企业会用延长策略把销量撑住—— 换新包装、开发新用途，或进入新市场。
Trace sales over time on the life-cycle curve.
在生命周期曲线上追踪销量随时间的变化。
Introduction: the launch, with low sales and heavy promotion cost.
引入期：新品上市，销量低而促销成本高。
Growth: sales climb fast as word spreads.
成长期：口碑传开，销量快速攀升。
Maturity: sales peak and level off — this is where most of the profit is earned.
成熟期：销量达到顶峰并趋于平稳—— 大部分利润都在这一阶段赚到。
Decline: tastes move on and sales fall.
衰退期：口味改变，销量下滑。
In maturity, extension strategies hold the curve up: new packaging, a new use, or a new market can delay the fall.
在成熟期，延长策略把曲线撑住：换新包装、开发新用途，或进入新市场，都能推迟下滑。
A firm sells many products at once — that is its portfolio.
一家企业同时销售许多产品——这就是它的产品组合。
The Boston Matrix sorts them by market share and market growth.
波士顿矩阵按市场份额和市场增长率把它们分类。
Stars have a high share of a fast-growing market: they need investment now, but may become tomorrow's earners.
明星产品在快速增长的市场中占有高份额：现在需要投入，但可能成为明天的利润来源。
Cash cows have a high share of a slow market: steady profit, little spending.
现金牛在增长缓慢的市场中占有高份额：利润稳定，花钱不多。
Question marks have a low share of a fast market — risky, and a decision is needed.
问题产品在快速增长的市场中份额很低——有风险，需要做出取舍。
Dogs have a low share of a slow market, and are usually dropped.
瘦狗产品在缓慢市场中份额也低，通常会被放弃。
The Boston Matrix is a two-by-two grid of market share against market growth.
波士顿矩阵是市场份额对市场增长的二乘二网格。
Stars have high share and high growth — invest now.
明星产品份额高、增长快——现在就要投入。
Cash cows have high share and low growth — milk steady profit with little spend.
现金牛份额高、增长慢—— 用很少花费挤出稳定利润。
Question marks have low share and high growth — risky bets that need a clear decision.
问题产品份额低、增长快——有风险，需要明确取舍。
Dogs have low share and low growth — usually drop them.
瘦狗份额低、增长慢——通常放弃。
A healthy portfolio uses cash cows to fund stars and selected question marks.
健康的产品组合用现金牛去资助明星和精选的问题产品。
Two more product ideas.
关于产品还有两个概念。
Product development is the work of designing and improving products to meet customer needs and beat rivals.
产品开发是设计和改进产品的工作， 目的是满足顾客需求并胜过竞争对手。
Branding gives a product a name, a design and an image that customers recognise instantly.
品牌给产品一个名称、一种设计和一种形象， 让顾客一眼就能认出。
A strong brand builds loyalty, lets the firm charge more than a rival for the same thing, and makes every new product easier to launch.
强势品牌能培养忠诚度，让企业对同样的东西比对手卖得更贵， 也让每一款新产品更容易推出。
A branded shop window shows more than a product on a shelf.
品牌橱窗展示的不只是货架上的一件产品。
Customers recognise the name, design, and image in a second.
顾客一秒就能认出名称、设计和形象。
That recognition builds loyalty — buyers return without comparing every rival.
这种识别感培养忠诚度——买家会回头，不必再比较每一个对手。
A strong brand also supports a higher price for the same item, and makes each new product easier to launch because trust already exists.
强势品牌也支撑同样商品的更高价格，并让每一款新产品更容易推出， 因为信任已经存在。
Now price.
现在说价格。
Cost-plus adds a fixed profit margin to the unit cost — simple, but it ignores the customer.
成本加成定价在单位成本上加一个固定的利润率——简单，但忽略了顾客。
Two launch strategies pull in opposite directions: penetration pricing sets a low price to break into a market and win share; price skimming sets a high price for a new, special product, then lowers it as rivals arrive.
两种上市策略方向完全相反：渗透定价用低价打进市场、抢占份额； 撇脂定价先为新奇特产品定高价，等对手进来后再降价。
Then four more.
还有四种。
Competitive pricing tracks rivals closely.
竞争定价紧盯对手的价格。
Price discrimination charges different groups different prices, like peak and off-peak.
价格歧视对不同群体收不同的价格，比如高峰与非高峰。
Dynamic pricing changes with demand.
动态定价随需求随时变动。
And psychological pricing uses nine ninety-nine, because it feels lower.
而心理定价用九点九九这样的数字，因为它感觉更便宜。
Two launch paths over time.
两条随时间展开的上市路径。
Penetration pricing starts low to win share fast, then may rise later once the firm is established.
渗透定价起步低，快速抢份额， 等企业站稳后再可能提价。
Price skimming starts high for a new, special product while demand is keen, then steps down as rivals arrive.
撇脂定价先为新奇特产品定高价，趁需求旺盛时收取， 等对手进来后再逐步下调。
Neither is always best: match the path to how elastic demand is and how unique the product feels.
两者都不是永远最好： 要把路径与需求弹性、产品独特感匹配起来。
The best price is never cost alone.
最佳价格从来不只看成本。
Weigh unit costs, what rivals charge, which life-cycle stage the product is in, and how price elastic demand is.
要权衡单位成本、对手收费、产品处于生命周期哪一阶段， 以及需求对价格有多敏感。
In introduction, skimming or penetration can both work.
引入期，撇脂或渗透都可以。
In maturity, competitive pricing and psychological prices like nine ninety-nine often matter more.
成熟期，竞争定价和 九点九九这类心理价格往往更重要。
Always link the number back to the other three Ps.
总是把这个数字与其他三个P连在一起看。
Place is how the product reaches the customer — the distribution channel.
渠道是产品到达顾客的方式——也就是分销渠道。
A short channel goes straight from maker to customer: more control, a bigger margin, and direct contact with the buyer.
短渠道从生产者直接到顾客：控制力更强、利润率更高，还能与买家直接接触。
A longer channel adds a wholesaler and a retailer: less control and a thinner margin, but far more buyers reached.
长渠道中间加入批发商和零售商：控制力更弱、利润更薄，但能触及多得多的买家。
Online selling has made short channels possible for firms that could never have afforded shops.
网络销售让那些从来买不起店面的企业，也能用上短渠道。
A short channel runs from maker straight to customer: more control, a bigger margin, and direct feedback.
短渠道从生产者直达顾客：控制力更强、利润率更高，还能直接得到反馈。
A long channel adds a wholesaler and a retailer: less control, a thinner margin, but far more buyers reached.
长渠道加入批发商和零售商：控制力更弱、利润更薄，但能触及多得多的买家。
Wholesalers break bulk and hold stock so small shops can stock many brands.
批发商拆散大批量并持有库存，让小店也能上架许多品牌。
Online selling has opened short channels to firms that never owned a shop.
网络销售让从未拥有店面的企业也能用上短渠道。
Finally, promotion — telling customers, and persuading them.
最后是促销——把产品告诉顾客，并说服他们购买。
Above-the-line promotion is paid advertising in mass media: television, online ads, billboards, aimed at a wide audience.
大众媒体广告是在大众媒体上付费投放的广告：电视、网络广告、户外广告牌， 面向广泛受众。
Below-the-line promotion is targeted and controlled by the firm itself: discounts, free samples, direct mail, sponsorship.
直接促销则由企业自己掌控、针对特定对象： 折扣、免费试用装、直邮、赞助。
And digital marketing and e-commerce have changed everything.
而数字营销和电子商务改变了一切。
A small firm can now reach world markets cheaply, aim adverts at exactly the right people, and sell at three in the morning.
如今一家小企业也能低成本地触及全球市场，把广告精准投给合适的人， 并且在凌晨三点照样卖货。
Giant screens at a busy crossing are classic above-the-line promotion — paid mass-media advertising aimed at everyone walking past.
繁忙路口的巨型屏幕是经典的大众媒体广告——付费大众媒体广告， 面向每一个路过的人。
Below-the-line stays under the firm's control: coupons, free samples, sponsorship, and direct mail.
直接促销由企业自己掌控：优惠券、免费试用装、赞助和直邮。
Digital marketing mixes both: paid online ads sit above the line, while email and loyalty apps sit below it, and e-commerce lets a small firm sell to the world at any hour.
数字营销两者兼有：付费网络广告属于大众媒体广告一侧， 邮件和忠诚度应用属于直接促销一侧，而电子商务让小企业随时向世界销售。
Examiners also test research.
考官也会考调研。
Distinguish primary from secondary: did the firm collect the data itself, or reuse what already existed?
要区分一手与二手：数据是企业自己收集的，还是复用已有资料？
Separate quantitative numbers from qualitative reasons.
要把定量数字与定性原因分开。
Then comment on sampling: is the sample large enough, random or stratified enough, and free from bias?
再评论抽样：样本是否够大， 是否足够随机或分层，是否没有偏差？
Weak sampling turns a clean chart into a wrong marketing decision.
薄弱的抽样会把干净的图表变成错误的营销决策。
Three marks students give away.
三个学生白白丢掉的分。
First, calculate market share and market growth properly — and remember a firm can grow its sales and still lose share.
第一，正确计算市场份额和市场增长—— 并且记住：一家企业可以销售额上升，却仍然丢掉份额。
Second, use price elasticity to justify a price decision: raise the price when demand is inelastic, cut it when demand is elastic.
第二，用需求价格弹性来论证价格决策：需求缺乏弹性时提价，需求富有弹性时降价。
Third, treat the four Ps as one coordinated set, not four separate answers.
第三，把4P当成一个相互配合的整体来答，而不是四个各自独立的答案。
Get these right, and this topic is yours.
把这些做对，这个专题就是你的了。