營銷和銷售之 營銷策略　Marketing Strategies

營銷和銷售之 營銷策略　Marketing Strategies

營銷策略是推動銷售的指導(dǎo)思想。一個堅實的銷售計劃（solid marketing plan）是調(diào)研、思考和創(chuàng)新的共同結(jié)果。沒有計劃的銷售難逃失敗的厄運（doomed to failure）。在一個充滿競爭的市場中，要擴(kuò)大市場份額（grow market share），對市場的敏感（sensitivity to the market）和積極進(jìn)取的競爭力（aggressive competitiveness）是必不可少的。

二八分割原則

營銷中二八黃金分割（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），也可以帶動提高銷售量。在此原則指導(dǎo)下，營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?我們怎么才能從最堅實的消費者基礎(chǔ)上贏得更多的銷售額？

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

⊙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？

了解競爭狀況

競爭無處不在。對競爭對手之間各自把持的市場份額要有清晰的認(rèn)識，但絕不能被其誤導(dǎo)（be deceived），因為消費者總是反復(fù)無常的（customers are fickle），任何一個理由都可以改變他們的消費決定。了解對手（know the enemy）才能制定正確的應(yīng)對策略。

⊙What does the market look like?市場情況如何？

⊙What's the competition doing?競爭對手都在做什么？

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

⊙Are we up against?What's our strongest competitor?我們?nèi)绾螒?yīng)對？我們最強勁的競爭對手是誰？

⊙Our marketing share is being reduced by the competition.由于競爭，我們的市場份額在縮水。

⊙How can we increase our market share?

我們怎么才能增加我們的市場份額？

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

⊙How can we stop our market share from splintering?我們怎么才能阻止市場份額被分解。

開拓新的市場領(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）。“喜新厭舊”在市場上是很普遍的事情。客戶的忠誠度（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，都是增加市場份額的辦法。

⊙It would be more competitive to……通過……則將更具競爭性。

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

⊙What can we do to make our product more exciting?我們怎么才能讓產(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)一個新版本的產(chǎn)品。

⊙This concept is entirely new.這是個全新的概念。

⊙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子，我們就能靠新客戶來增加市場份額。

⊙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)為營銷策略就是打廣告、搞促銷，而真正意義上的營銷策略是為實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，都是主動出擊而不是被市場拖著走。市場的領(lǐng)軍人物無一例外地都有一套高人一籌的營銷策略。讓別人跟著自己走，而自己跟著市場風(fēng)向走。

Words　單詞表

commandeer強行獲取

competition競爭

competitive有競爭力的

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

imitation模仿，仿制品，贗品

niche（產(chǎn)品的）商機，市場地位

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市場份額

market splintering市場割據(jù)

move into（a market）涉足/進(jìn)入（市場）

niche market縫隙市場

no-name無名的

product line產(chǎn)品線

實景對話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：市場看上去怎么樣？我們的競爭對手在做什么？如果我們調(diào)整產(chǎn)品種類是否會更具競爭力？

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

A：我們?nèi)绾螒?yīng)對？誰是我們最強勁的對手？

B：GPE一直都是我們最主要的競爭對手之一，但是最近我們得應(yīng)對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)品來增加市場份額。

A：我們怎么做才能夠讓產(chǎn)品更加具有活力？

B：這是一個好問題，是一個突破方式，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實的客戶基礎(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。

實景對話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)計我們的產(chǎn)品和服務(wù)來迎合市場的變化。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)來得到更多市場比例。

A：好的，你的意思是我們要占領(lǐng)更大的市場份額。另一個呢？

B：我想我們需要重點開拓新的市場。我們不僅要通過對產(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來擴(kuò)大我們的消費者基礎(chǔ)。

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

B：沒錯。如果我們能想出新點子，那我們就能靠新客戶來增加市場份額。