marketing Flashcards
Business
Marketing involves
营销涉及
1）Carrying out Marketing Research in order to find out what customers want to buy.进行市场调查以了解顾客想要购买什么
2）Developing and designing a product which meets customers’ needs and wants.开发和设计满足客户需求的产品
3）Deciding on the right price to charge for the products.确定合适的产品收费价格
4)Deciding on the right place to sell the products.决定销售产品的正确地点
5）Deciding on the best methods of promotion for products and making customers aware of the products.决定产品的最佳促销方式，让顾客了解产品
Market Segmented
市场细分
Age
Location
Income
Family Size
Lifestyle
Defined of ‘Market Research’
“市场研究”的定义
The gathering,recording and analysing of information about the possible market for a good or service.收集、记录和分析有关商品或服务的可能市场的信息
Two types of market research
市场调查的两种类型
Field Research and Desk Research
实地研究和案头研究
Defined of ‘Field Research’
“实地研究”的定义
Finding out information first hand(primary information)directly from the public/consumer.直接从公众/消费者那里查找第一手信息（主要信息）
Advantages of ‘Field Research’
“实地研究”的优势
1)Information is gathered specific to your purpose.信息是专门针对您的目的而收集的
2)Information is up-to-date.信息是最新的
Disadvantages of ‘Field Research’
“实地研究”的缺点
1)It is more expensive to gather compared to desk research.与案头研究相比，收集数据的成本更高
2)It is more time consuming to gather compared to desk research.与案头研究相比，收集数据更耗时
3)People may not always give truthful answers in response to questions.人们可能并不总是在回答问题时给出真实的答案
The main methods of ‘Field Research’
“实地研究”的主要方法
Need to know at least 2
至少需要知道2个
Questionnaires/Surveys 问卷/调查
Consumer Panels 消费者反映研究小组
Test Marketing 测试营销
Defined of ‘Desk Research’
“案头研究”的定义
This uses secondary data, which is information which is already available, either from inside the business or from outside the business. 这使用辅助数据，即来自企业内部或企业外部的已经可用的信息
Advantages of ‘Desk Research’
“案头研究”的优点
1)It is cheaper to access existing information rather than having to collect information from scratch.访问现有信息比从头开始收集信息更便宜
2)It is less time consuming to gather compared to field research.与实地研究相比，收集所花费的时间更少
Disadvantages of ‘Desk Research’
“案头研究”的缺点
1)Information may be out of date.
信息可能已过时
2)Information is available to our competitors.我们的竞争对手可以获得信息
The main methods of ‘Desk Research’
案头研究”的主要方法
Need to know at least 2
至少需要知道2个
Sales Figures 销售数据
Government Statistics 政府统计
Newspapers 报纸
Reports 报告
Internet Websites 互联网网站
Definitions of Questionnaire/Survey
问卷/调查的定义
These are forms which contain a series of questions. They are designed to obtain answers to questions which will help gain peoples’ opinions.这些表格包含一系列问题,它们的目的是获得问题的答案，从而有助于获得人们的意见
Definitions of Consumer Panel
消费者反映研究小组的定义
This is when a group of people are gathered together and are given a product to look at. This allows initial reactions to be recorded. Their opinions are obtained on the design of the product, colour, shape etc and what they like and dislike about the product. 这是一群人聚集在一起并提供产品来观看的情况。
这样可以记录初始反应。他们对产品的设计、颜色、形状等以及他们对产品的喜欢和不喜欢的意见
Definitions of Test Marketing
测试营销的定义
The product is tried out on a small section of the market, in a limited area.
该产品在市场的一小部分进行了试用
Allows teething problems to be sorted out before the launch of the product nationally or worldwide.允许产品在全国或全球范围内推出之前解决初期问题
