Marketing strategy · 营销策略
| English | 中文 | Pinyin · 拼音 |
|---|---|---|
| strategy/ˈstrætədʒi/ | 战略 | zhàn lüè |
| Ansoff matrix/ˈænsɒf ˈmeɪtrɪks/ | 安索夫矩阵 | ān suǒ fū jǔ zhèn |
| market penetration/ˈmɑːkɪt ˌpenɪˈtreɪʃn/ | 市场渗透 | shì chǎng shèn tòu |
| product development/ˈprɒdʌkt dɪˈveləpmənt/ | 产品开发 | chǎn pǐn kāi fā |
| market development/ˈmɑːkɪt dɪˈveləpmənt/ | 市场开发 | shì chǎng kāi fā |
| diversification/daɪˌvɜːsɪfɪˈkeɪʃn/ | 多元化 | duō yuán huà |
| consumers/kənˈsuːməz/ | 消费者 | xiāo fèi zhě |
| misleading/mɪˈsliːdɪŋ/ | 误导 | wù dǎo |
Planning the way forward
- Beyond the daily mix, a business needs a marketing strategy 战略 — a plan to reach its goals.
- A useful way to think about growth is the Ansoff matrix 安索夫矩阵. (This is an enrichment framework — it goes beyond the IGCSE 0450 syllabus, but it organises the growth ideas you do need.)
规划前进的道路
- 除了日常的组合,一个企业需要一个营销策略(strategy)——一个达到它目标的计划。
- 思考成长的一个有用方式是安索夫矩阵(Ansoff matrix)。(这是一个拓展框架——它超出 IGCSE 0450 大纲,但它把你确实需要的成长思路组织起来。)
Ansoff strategy lab · 安索夫战略实验室
Sort growth choices by product and market risk. · 根据产品和市场风险对增长选择进行分类。
The Ansoff matrix crosses products with ______. · 安索夫矩阵将产品与______交叉。
Products (existing/new) against markets (existing/new). · 产品（现有/新）与市场（现有/新）的对比。
The Ansoff matrix
- It crosses products (existing / new) with markets (existing / new), giving four strategies.
Risk rises as you move towards new products and new markets.
安索夫矩阵
- 它把产品(现有/新)与市场(现有/新)交叉,给出四个策略。
随着你朝新产品和新市场移动,风险上升。
Selling more of an existing product to existing customers is: · 向现有客户销售更多现有产品是：
Penetration deepens sales in the current market. · 渗透加深了当前市场的销售。
Launching a new product in a new market is: · 在新市场推出新产品是：
New product + new market = diversification, the highest-risk option. · 新产品 + 新市场 = 多元化，风险最高的选项。
The four growth strategies
- Market penetration 市场渗透: sell more existing products to existing customers. Lowest risk.
- Product development 产品开发: new products for existing markets.
- Market development 市场开发: existing products into new markets.
- Diversification 多元化: new products and new markets. Highest risk.
四种成长策略
- 市场渗透(market penetration):向现有顾客卖出更多现有产品。最低风险。
- 产品开发(product development):为现有市场开发新产品。
- 市场开发(market development):把现有产品带入新市场。
- 多元化(diversification):新产品和新市场。最高风险。
Consumer-protection laws require that products are: · 消费者保护法要求产品必须：
Goods must be safe and accurately described. · 商品必须安全且描述准确。
Diversification is generally the highest-risk growth strategy. · 多元化通常是风险最高的增长策略。
It moves into both new products and new markets. · 它同时进入新产品和新市场。
Legal controls on marketing
- Laws protect consumers 消费者: products must be safe and described honestly.
- Misleading 误导 adverts and unsafe goods are illegal — and damage a firm's reputation.
Higher reward usually means higher risk. Diversification offers the biggest growth but the greatest chance of failure — the business moves into the unknown. Match the strategy to the firm.
营销的法律管制
- 法律保护消费者:产品必须安全且诚实地描述。
- 误导性广告和不安全的商品是非法的——并损害一个公司的声誉。
更高的回报通常意味着更高的风险。 多元化提供最大的成长但最大的失败机会——企业进入未知领域。让策略匹配公司。
You've got it
- the Ansoff matrix crosses products (existing/new) with markets (existing/new)
- four strategies: penetration, product development, market development, diversification
- marketing is controlled by consumer-protection laws (honest, safe products)
你掌握了
- 安索夫矩阵把产品(现有/新)与市场(现有/新)交叉
- 四个策略:渗透、产品开发、市场开发、多元化
- 营销受消费者保护法(诚实、安全的产品)管制