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The Key to Success 经商成功之钥

课文朗读

课文讲解

繁體中文譯本

If a small business wants to satisfy its customers’ needs while maintaining healthy profit, one of the things it needs to be focused on is what is known as a marketing concept. There are several elements to a marketing concept, of which the two most important are understanding consumer orientation and adapting a systems approach.

若小企业要满足客户的需求，又要维持正常的利润，有一件事它一定得注意，就是一般所指的市场营销概念。市场营销概念有好几个重要因素，但其中最重要的两项就是了解顾客导向和实行系统式的处理模式。

Effective marketing can only come about from understanding consumer behavior. This begins with realizing that consumers are not only looking to purchase goods and services, but are also on the lookout for ‘benefit’. And, just as a businessperson wants a consumer to be aware of his product, a businessperson should know his target market – particularly its demographics – and his would-be customers’ shopping and spending patterns. For Example, senior citizens rarely buy acne cream.

有效的市场营销全赖了解消费者的行为模式，而这了解是始于充分体察到顾客不仅在购买东西和服务时，同时也在寻求「获益」。而且正如业者冀望消费者晓得他们产品的存在，业者也应该晓得目标市场在哪里──尤其有关目标市场的人口统计数字──准顾客的购物消费习性。譬如，银发族顾客极少购买青春痘软膏。

The adoption of a systems approach ensures that each aspect of the business is coordinated, in addition to equipping it with an ‘early-warning system.’ A business with a systems approach is conscientious of its business image, practices good consumerism and quickly picks up danger signs or indications that something may be wrong with the way the marketing strategy is being implemented.

实行系统式处理模式，可使企业不但拥有「早期预警系统」，而且在各方面均能充份协调。实行系统处理模式的业者会对自己的企业形象十分留意，执行健全的消费者保护措施，并在执行市场营销策略时，迅速觉察是否有警讯出现。

In effect, a marketing concept that has sound element can mean the difference between a business that is shipshape and one that is like a leaky tub.

实际上，一家企业有没有健全的市场营销概念，其产生的差异，正如一家井井有条的企业和一家漏洞百出的企业之间的差别一般。

Vocabulary

单词发音

orientation [͵orɪɛnˋteʃən] n. 方向；方位；倾向性

come about 发生; 产生

lookout [ˋlʊkˋaʊt] n. 监视﹐ 留神观察

demographics [͵dɪməˋgræfɪks] n. 人口统计资料（如年龄、性别、收入等等）

would-be [ˋwʊd͵bi] adj. 想要成为的

senior citizen【婉】老年人〔尤指60岁以上或已退休者〕

acne [ˋæknɪ] n.【医】痤疮；粉刺；面疱；青春痘

coordinate [koˋɔrdnɪt] v. 协调，调节

conscientious [͵kɑnʃɪˋɛnʃəs] adj. 凭良心的；诚实的; 认真的; 细心负责的

consumerism [kənˋsjumərɪzm] n. 保护消费者利益的行为

pick up（不费力地）获得，学会

indication [͵ɪndəˋkeʃən] n. 征兆；迹象；暗示

in effect 实际上; 生效 in essence; to all purposes

shipshape [ˋʃɪp͵ʃep] adj. 整齐清洁的﹐ 井井有条的

Sentence of the Day

A stitch in time saves nine.

事先预防胜于事后的补救。

a stitch in time saves nine【谚】一针及时, 可省九针(及时行动, 免得问题成堆); 小洞不补, 大洞吃苦

课文讲解

In addition to a marketing concept, a small businessperson also needs to have a product strategy. The focus may be on a narrow product line, a highly specialized product or service, or a product-service package that goes the extra mile. Central to devising a product strategy is awareness that a product has a life cycle with four interrelated stages: As a product moves through each stage, strategies will vary.

除了市场营销概念外，小企业的业者还需要有产品策略。其焦点或许落在少数几项产品系列，或一项特殊的产品或服务、或是便宜又大碗的超值套装式产品服务。发展产品策略的核心，首先在于了解产品有生命周期，分为四个环环相扣的阶段：萌芽期、成长期、成熟期和衰退期。当一项产品历经前述四阶段时，各阶段的产品策略会因而有所不同。

When a product is first introduced into the market, sales and profits are low. This is when the product’s features, uses and advantages must be emphasized to attract those would-be buyers.

当一项产品初始被引进入市场时，销售量和利润都不高。此时应该多强调产品的特色、使用方式和优点以吸引潜在买主。

Substantial profits accrue when sales take off. However, by the growth stage, competitors have entered the market, and the marketing strategy needs to be adjusted to encourage brand loyalty.

当销售量大增后，可观的利润自然累积。但至成长期阶段，其他竞争者已进入市场，市场营销策略应该调整以强调品牌忠诚度为主。

The maturity stage is characterized by aggressive competition, accompanied by corresponding reductions in product prices and profits.

成熟期的特色是竞争激烈，随之而来的是产品价格和利润相对下滑。

The decline stage occurs when a product’s popularity wanes and sales begin a freefall due to technological change or new social trends. This is the right time to cease promoting the product and to consider phasing it out. But by this point, any astute businessperson has a new product waiting in the wings, ready to hit the market and revitalize his business.

最后的衰退期通常发生在产品受欢迎的程度逐渐衰减，且缘于科技改变或新的社会趋势形成，销售开始大跌之时。这时候宜停止促销该项产品，并考虑将该产品退出市场。但至此时期，任何脑筋机伶的业者都已备妥新产品，准备好重新进入市场再大捞一笔了。

－by David Needham

Vocabulary

单词发音

go the extra mile 做比期望的多得多的努力 to try harder to please someone or to get the task done correctly; to do more than one is required to do to reach a goal

central [ˋsɛntrəl] adj. 重要的[（+to）][Z]

awareness [əˋwɛrnɪs] n. 察觉；觉悟；体认

interrelated [͵ɪntɚrɪˋletɪd] adj. 有互相关系的

vary [ˋvɛrɪ] v. 使不同；变更；修改

accrue [əˋkru] v.（利息等的自然）孳生，增加[（+to/from）]

corresponding [͵kɔrɪˋspɑndɪŋ] adj. 相应的﹐由此引起的

wane [wen] v. 衰落；没落；消逝

freefall 自由落体的

phase out (使)逐步淘汰 to discontinue or withdraw gradually

astute [əˋstjut] adj. 敏锐的，精明的，机敏的

wait in the wings  蓄势以待, 严阵以待 to be ready to be used or employed instead of someone or something else

revitalize [riˋvaɪt!͵aɪz] v. 使复活；使复兴

Sentence of the Day

Somewhere down the line, we'll need a new product.

我们迟早都需要新产品。

down the line  at a point or an end in the future.