市场调查莫草率
dialogue
it's not easy to carry out a market research.
要做一份市场调研并非易事。
a: how to carry out a market research?
a：市场调研是怎样做的？
b: hmmm…that's a very wide question. one of the objects of market research is to find out whether the products will have a market or not.
b：嗯……，这是一个范围很广的问题。市场调研的目标之一就是要找出这种产品是否有市场。
a: who does this kind of job then?
a：那么由谁来做这个工作？
b: sometimes we carry it out by ourselves, but for the major products costing higher we would employ specialists. the market research budget normally takes up 2% to 3%of thepany sales.
b：有时我们自己搞调研，但对于那些开发费用高的主要产品，我们请专家做调研。调研的预算一般占公司销售额的2%到3%。
a: it seems that yourpany attaches great importance to the market research.
a：看来你们公司很重视市场调研。
b: of course. information is a critical ingredient in formulating and implementing a successful marketing strategy. when starting a research, we always collect the secondary data first to see whether their problems have been partly or wholly solved rather than the costly primary data.
b：当然。制定和实施一项成功的市场营销战略，信息是至关重要的一部分。开始做调研时，我们通常会先收集次级资料以判断问题是否部分或全部得到解决，而不是先去收集成本很高的初级资料。
a: what's that mean? what is the costly primary data?
a：那是什么意思？什么是成本很高的初级资料？
b: primary data can be collected in four ways: observation, focus groups, surveys and experiment. it will cost much in order to ensure a successful and efficient survey. the general rule is that the more developed the country, the greater the information available,and so is the cost.
b：初级材料的收集方法有4种：观察、专题讨论、问卷调查和实验。为了确保调研成功有效，调研成本是很高的。一般地，国家越发达，可获得的信息越多，调研成本也是如此。
notes
1. specialist ['spe??list] n. 专家；专科医生
2. take up 开始从事；把……继续下去；着手处理；占去
3. attach importance to sth. 对……引起重视
4. ingredient [in'gri:di?nt] n. 成分；原料，配料；因素
小贴士
seven characteristics of good marketing research:
有效市场调研有7个特征：
1. scientific method
科学的方法
2. research creativity
调研的创造性
3. multiple methods
多种方法
4. interdependence of models and data
模型和数据的相互依赖
5. value and cost of information
信息的价值和成本匹配
6. healthy skepticism
适当的怀疑态度
7. ethical marketing
合乎职业道德的市场营销
广告要有吸引力
dialogue
jane's team is going to design an advertisement of their new car.
简的团队要为公司的新汽车设计一则广告。
jane: julia, have you got any ideas about the advertising of our new car?
简：朱莉亚，关于我们新汽车的广告你有什么看法吗？
julia: we can start a national campaign next month. i plan to use the media mix to reach our target. our main goal is to establish brand awareness among our target customers and make them know the operating performance of our car.
朱莉亚：我们下个月可以开始做全国范围内的宣传。我打算利用媒体组合达到市场目标。我们的主要目的是向目标客户树立品牌意识，使他们了解我们汽车的操作性能。
jane: so what do you see as the most effective means of advertising? i mean what gives us the most bangs for the buck. advertising seems to be less effective because there are more types of media and consumers are bing more skeptical.
简：那么你觉得什么才是最有效的广告方式？我的意思是通过哪种途径我们得到的回报最多。因为宣传媒体比以前多了，而且消费者对广告也渐渐产生了怀疑，广告好像没以往那么有效了。
julia: obviously tv will show our capabilities the best, but it is also expensive. too much of our budget would be drained and not much sales revenue would be generated. radio ad costs less and has a wide spread but it can't show our car's features very well.
朱莉亚：很显然，电视广告最能表现我们的实力，但费用也高。我们的预算很快就会花光，而且不一定能带来好的销售收入。广播虽然花费较低、覆盖面广，但是却不能很好地展示我们产品的特色。
jane: so do you have a better option?
简：那么你有更好的主意吗？
julia: i think we could publicize our products by advertising in glossy magazines. the cost would be lower than tv by far, but our features could still be seen. and also car owners often buy car related magazines.
朱莉亚：我认为我们可以在印刷精美的高级杂志上宣传我们的产品。投入比电视广告要少得多，还能展现出产品的特色。而且有车一族也经常购买和汽车相关的杂志。
jane: sounds not bad!
简：听起来不错！
notes
1. campaign [k?m'pein] n. 运动；战役；竞选运动；v. 参加竞选，从事运动
2. performance [p?'f?:m?ns] n. 表演；实行；履行；性能；本事
3. bang [b??] n. 猛击，猛撞；砰砰的声音；劲儿，活力
4. buck [b?k] n. 钱；雄鹿，雄兔；v.（马等）猛然弯背跃起；闲谈；吹牛
5. skeptical ['skeptik?l] adj. 怀疑的
6. generate ['d?en?reit] v. 产生（光、热、电等）；发生，引起
7. glossy ['gl?si] adj. 光滑的，有光泽的；浮夸的；n. 有光纸印刷的杂志
小贴士
advertising in modern society
advertising is the most important means of promoting businesses and the products they manufacture. it's used throughout the world. a well-used form of advertising is the use of coupons that are found in national magazines and local newspapers. an individual store owner may include a coupon in his local advertising. the customers are invited to clip the coupon and bring it to the store to receive a free gift or a reduced price on merchandise. this is particularly popular because the merchant can easily assess the effectiveness of his advertising by keeping track of the number of returned coupons. the mess media used include magazines, direct mail, radio, television, billboards and newspapers.
现代社会中的广告
广告是宣传企业、推销企业产品的最重要的手段。全世界都在用广告。一种常用的广告形式是送优惠券，这种优惠券登在全国性杂志和地方性报纸上。个体店主可以在当地广告中加入一份优惠券，邀请公众剪下优惠券并凭券到商店领一份免费礼物或购买减价商品。这个方法很流行，因为店家通过回收的赠券数量就可以很容易地评估广告的效果。可以应用的大众媒体包括杂志、直接邮寄、广播、电视、广告牌和报纸等。
绝妙广告语欣赏：
1. engineered to move the human spirit.
人类精神的动力。（梅塞德斯——奔驰）
2. good to the last drop.
滴滴香浓，意犹未尽。（麦斯威尔咖啡）
3. take time to indulge.
尽情享受吧！（百事可乐）
4. poetry in motion, dancing close to me.
动态的诗，向我舞近。（丰田汽车）
5. think outside the box.
不同凡想。（苹果电脑）
6. fresh-up with seven-up.
喝七喜，冰爽一下。（七喜）
7. just do it.
只管去做。（耐克运动鞋）
8. a kodak moment.
就在柯达一刻。（柯达胶卷）
怎样销售最给力
dialogue
john smith has been in shanghai for two years. he is 28 and still single. he has no apparent liabilities. jane kant is an insurance saleswoman and wants to persuade john to buy insurance for himself.
约翰·史密斯来上海已经两年了，是一位28岁的单身人士，并无明显的负担。简·康德是一名保险推销员，她想说服约翰给他自己买份保险。
jane: mr. smith, i've prepared a proposal for you according to your personal data. shall we move on with it?
简：史密斯先生，我已根据你个人资料草拟了一份建议书。我们可以深入研究一下吗？
mr. smith: miss kant, i really don't see the point of getting an insurance policy. i'm still young and single. what's more, i have fixed ie and some savings of my own.
史密斯先生：康德小姐，我真的不觉得保险对我有用处。我还很年轻，也没有成家立业，更重要的是，我有固定的收入和自己的存款。
jane: you're right. but you'll get married and have children eventually, won't you? why don't you have an insurance cover when you're young and healthy? i dare make sure you'll need it when you get married in the future. you may choose to get it cheap now or expensive in the future.
简：是的。但是你最终要结婚生子，不是吗？为什么不在自己年轻力壮时买份保险呢？我敢肯定你将来结婚时会用得上的。你现在可以买一份便宜的保险，否则将来买的话会很贵。
mr. smith: will the return be better than the bank savings?
史密斯先生：得到的回报会比银行存款好吗？
jane: in the long run, yes. you can regard it as a long term investment plan. and we are talking about a quite secure investment here. you will see that your total cash value and dividends accumulate very fast.
简：从长远来看，当然是的。你可以把这作为一项长远的投资计划，而且我们提供的是非常稳健的投资。以后你就会发现你的兑现金额及红利累积增长得有多快。
notes
1. personal data 个人资料
2. move on 继续前进；更换工作（话题等）；离开
3. point [p?int] n.意义，目的；用途；观点；分数
4. insurance policy 保险单
5. fixed i 固定收入
6. insurance cover 保险保障；保险范围
小贴士
how to exchange goods successfully
marketing can be defined as any human activity which is directed at satisfying demands by creating and exchanging goods and value with others. nowadays firms are facing stiffpetition and the firms which can best satisfy customer demands will survive and make the largest profits. goods are products of labor used to exchange. the essential of marketing is to make the exchange of goods or service take place. four conditions must exist to realize the exchange.
first, an exchange requires participation by two or more individuals, groups, or organizations.
second, each party must possesses something valuable that the other party desires.
third, each party must be willing to give up its “something of value” to get the“something of value” held by the other.
forth, the parties to the exchange must be able tomunicate with each other to make their “something of value” available. that is to say, the two partiesmunicate to make their “something of value” available to each other.