03 产品销售(3/11)
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 become less effective because there are more types of media and consumers are becoming 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
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 become less effective because there are more types of media and consumers are becoming 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
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