營(yíng)銷和銷售之 營(yíng)銷策略　Marketing Strategies

營(yíng)銷和銷售之 營(yíng)銷策略　Marketing Strategies

營(yíng)銷策略是推動(dòng)銷售的指導(dǎo)思想。一個(gè)堅(jiān)實(shí)的銷售計(jì)劃（solid marketing plan）是調(diào)研、思考和創(chuàng)新的共同結(jié)果。沒有計(jì)劃的銷售難逃失敗的厄運(yùn)（doomed to failure）。在一個(gè)充滿競(jìng)爭(zhēng)的市場(chǎng)中，要擴(kuò)大市場(chǎng)份額（grow market share），對(duì)市場(chǎng)的敏感（sensitivity to the market）和積極進(jìn)取的競(jìng)爭(zhēng)力（aggressive competitiveness）是必不可少的。

二八分割原則

營(yíng)銷中二八黃金分割（Golden 20/80 rule）應(yīng)用很廣泛，意思是八成的銷售額來自于兩成的客戶基礎(chǔ)（client base），也就是說要擴(kuò)展市場(chǎng)份額，就要在兩成的客戶身上做文章；在擴(kuò)大全部客戶基礎(chǔ)上（expand your total customer base），也可以帶動(dòng)提高銷售量。在此原則指導(dǎo)下，營(yíng)銷策劃人都愿意回歸基礎(chǔ)（go back to basics），詢問現(xiàn)存客戶的需求，以提高產(chǎn)品和服務(wù)質(zhì)量來迎合新老客戶。

⊙What can we do to elicit more sales from our strongest customer base?我們?cè)趺床拍軓淖顖?jiān)實(shí)的消費(fèi)者基礎(chǔ)上贏得更多的銷售額？

⊙We need to appeal to a greater part of the market segment.我們有必要爭(zhēng)取更大的市場(chǎng)。

⊙We need to expand our customer base to have a larger percentage of prospects.我們需要擴(kuò)大客戶基礎(chǔ)來得到更多市場(chǎng)比例。

⊙Who are our existing clients?

我們的現(xiàn)存客戶都是誰？

⊙What are the needs of our prospective customers?我們的潛在客戶的要求都是什么？

⊙How can our product better reach existing and new customers?我們的產(chǎn)品如何才能更好地深入現(xiàn)存的和新的客戶中？

了解競(jìng)爭(zhēng)狀況

競(jìng)爭(zhēng)無處不在。對(duì)競(jìng)爭(zhēng)對(duì)手之間各自把持的市場(chǎng)份額要有清晰的認(rèn)識(shí)，但絕不能被其誤導(dǎo)（be deceived），因?yàn)橄M(fèi)者總是反復(fù)無常的（customers are fickle），任何一個(gè)理由都可以改變他們的消費(fèi)決定。了解對(duì)手（know the enemy）才能制定正確的應(yīng)對(duì)策略。

⊙What does the market look like?市場(chǎng)情況如何？

⊙What's the competition doing?競(jìng)爭(zhēng)對(duì)手都在做什么？

⊙We have our own part of the market share.我們擁有自己的市場(chǎng)份額。

⊙Are we up against?What's our strongest competitor?我們?nèi)绾螒?yīng)對(duì)？我們最強(qiáng)勁的競(jìng)爭(zhēng)對(duì)手是誰？

⊙Our marketing share is being reduced by the competition.由于競(jìng)爭(zhēng)，我們的市場(chǎng)份額在縮水。

⊙How can we increase our market share?

我們?cè)趺床拍茉黾游覀兊氖袌?chǎng)份額？

⊙We want to commandeer more of the market share.我們想占領(lǐng)更多的市場(chǎng)份額。

⊙How can we stop our market share from splintering?我們?cè)趺床拍茏柚故袌?chǎng)份額被分解。

開拓新的市場(chǎng)領(lǐng)域

推陳出新可以是改變現(xiàn)有產(chǎn)品和服務(wù)（chang existing services and products），也可以是研發(fā)全新的產(chǎn)品（entirely new ones）?！跋残聟捙f”在市場(chǎng)上是很普遍的事情?？蛻舻闹艺\度（customer loyalty）可供參考，但絕不可以依賴。提高現(xiàn)有產(chǎn)品質(zhì)量來更好地迎合消費(fèi)者需求，或者研發(fā)全新的產(chǎn)品來獲得新領(lǐng)域內(nèi)的客戶，都是增加市場(chǎng)份額的辦法。

⊙It would be more competitive to……通過……則將更具競(jìng)爭(zhēng)性。

⊙Let's focus on creating new markets.讓我們重點(diǎn)開拓新的市場(chǎng)。

⊙What can we do to make our product more exciting?我們?cè)趺床拍茏尞a(chǎn)品更具活力？

⊙We need to come up with a new version of our product.我們需要研發(fā)一個(gè)新版本的產(chǎn)品。

⊙This concept is entirely new.這是個(gè)全新的概念。

⊙If we can get our new idea off the ground, we can increase our market share with a new niche of consumers.

如果我們能想出新點(diǎn)子，我們就能靠新客戶來增加市場(chǎng)份額。

⊙Market research shows that our customers are changing their preferences.

To stay on top, we've got to make some changes.

市場(chǎng)調(diào)研表明我們的客戶正在改變他們的喜好。為了立于不敗之地，我們必須有所改變。

總結(jié)

有人誤認(rèn)為營(yíng)銷策略就是打廣告、搞促銷，而真正意義上的營(yíng)銷策略是為實(shí)施具體方式提供方向，做到有的放矢。無論是推陳出新，還是選擇薄利多銷，都是主動(dòng)出擊而不是被市場(chǎng)拖著走。市場(chǎng)的領(lǐng)軍人物無一例外地都有一套高人一籌的營(yíng)銷策略。讓別人跟著自己走，而自己跟著市場(chǎng)風(fēng)向走。

Words　單詞表

commandeer強(qiáng)行獲取

competition競(jìng)爭(zhēng)

competitive有競(jìng)爭(zhēng)力的

copy-cat模仿者，抄襲者

effectively有效地，明顯地

elicit引出，探出，誘出

existing現(xiàn)存的，現(xiàn)行的

expand擴(kuò)大，增加，增強(qiáng)

imitation模仿，仿制品，贗品

niche（產(chǎn)品的）商機(jī)，市場(chǎng)地位

preference偏愛，愛好，喜好

prospective有望的，可能的，預(yù)期的

reduce減少，縮小

re-innovate再創(chuàng)新

retain保持，持有，保留

segment部分，分割/劃分

splinter分裂

version形式，版本

Phrases　短語表

a bunch of大量，大批的

be appeal to迎合，爭(zhēng)取

as it stands now目前的情況是，照原樣

crop up突然出現(xiàn)，發(fā)生

count on指望，依靠

customer base客戶基礎(chǔ)

customer loyalty客戶忠誠度

get sth off the ground使突破/進(jìn)展

greater part大部分，很大程度上

market share市場(chǎng)份額

market splintering市場(chǎng)割據(jù)

move into（a market）涉足/進(jìn)入（市場(chǎng)）

niche market縫隙市場(chǎng)

no-name無名的

product line產(chǎn)品線

實(shí)景對(duì)話1

A：What does the market look like?What's the competition doing?Would webe more competitive if we made some changes to our product line?

B：We have our own part of the market share, but we need to appeal to a greater part of the market segment. As it stands now, we are suffering from a splintering of the market share.The longer we've had products on the market, the more copycat products show up from our competitors, so our market share is effectively being reduced by the competition.

A：What are we up against?Who's our strongest competitor?

B：GPE has always been one of our major competitors, but recently we've had to deal with a bunch of small no-names cropping up with imitations. We can increase our market share by coming up with a new version of our product.

A：What can we do to make our product more exciting?

B：That's a good question to ask ourselves, but we also need to know who are existing clients are and what are the needs of our prospective customers. We need to know what we can do to elicit more sales from our strongest customer base.

A：To stay on top, we've got to make some changes.

A：市場(chǎng)看上去怎么樣？我們的競(jìng)爭(zhēng)對(duì)手在做什么？如果我們調(diào)整產(chǎn)品種類是否會(huì)更具競(jìng)爭(zhēng)力？

B：我們有自己的市場(chǎng)份額，但是我們有必要爭(zhēng)取更大的部分。目前的情況是，我們正在遭受市場(chǎng)份額被瓦解的現(xiàn)狀。我們的產(chǎn)品投放市場(chǎng)的時(shí)間越長(zhǎng)，來自競(jìng)爭(zhēng)對(duì)手的仿制品就越多，所以我們的市場(chǎng)份額由于競(jìng)爭(zhēng)而明顯在縮小。

A：我們?nèi)绾螒?yīng)對(duì)？誰是我們最強(qiáng)勁的對(duì)手？

B：GPE一直都是我們最主要的競(jìng)爭(zhēng)對(duì)手之一，但是最近我們得應(yīng)對(duì)一大堆突然鉆出來的不知名的依靠模仿的小企業(yè)。我們可以通過投放新型產(chǎn)品來增加市場(chǎng)份額。

A：我們?cè)趺醋霾拍軌蜃尞a(chǎn)品更加具有活力？

B：這是一個(gè)好問題，是一個(gè)突破方式，但是我們也需要知道誰是我們現(xiàn)存的客戶，我們潛在客戶的需求是什么。我們需要了解通過什么途徑才能夠從我們最堅(jiān)實(shí)的客戶基礎(chǔ)上贏得更多銷售額。

A：為了立于不敗之地，我們必須有所改變。

實(shí)景對(duì)話2

A：Market research shows that our customers are changing their preference.

We can't count on customer loyalty to keep our market share.

B：Well, as I see it, there are two things we can do. First, we have to redesign our products and services to appeal to the changes in the market. The question we should be asking is how our product can better reach existing and new customers.We need to expand our customer base to have a larger percentage of prospects.

A：Okay, so you're saying that we want to commandeer more of the market share. What's the other thing?

B：I think we should also focus on creating new markets. Not only will we retain our existing customers by re-innovating our products, but also we can expand our customer base by moving into niche markets.

A：That means we have to spend time and money on product development.

We'd have to come up with a product that is entirely new.

B：That's right, but if we can get a few new ideas off the ground, we can increase our market share with a new niche of consumers.

A：市場(chǎng)調(diào)研表明我們的客戶正在改變他們的喜好。我們不能指望客戶的忠誠度來維持我們的市場(chǎng)份額。

B：依我所見，有兩件事我們可以做。首先，我們得重新設(shè)計(jì)我們的產(chǎn)品和服務(wù)來迎合市場(chǎng)的變化。問題是我們的產(chǎn)品如何才能更好地深入到現(xiàn)有的和新的客戶。我們需要擴(kuò)大客戶基礎(chǔ)來得到更多市場(chǎng)比例。

A：好的，你的意思是我們要占領(lǐng)更大的市場(chǎng)份額。另一個(gè)呢？

B：我想我們需要重點(diǎn)開拓新的市場(chǎng)。我們不僅要通過對(duì)產(chǎn)品的再創(chuàng)新來保留現(xiàn)有客戶，我們也可以通過涉足縫隙市場(chǎng)來擴(kuò)大我們的消費(fèi)者基礎(chǔ)。

A：那就意味著我們得在產(chǎn)品研發(fā)上投入時(shí)間和財(cái)力。我們得拿出全新的產(chǎn)品。

B：沒錯(cuò)。如果我們能想出新點(diǎn)子，那我們就能靠新客戶來增加市場(chǎng)份額。