Alevel商务知识点总结 市场营销——市场策略Marketing Strategy（上）

Alevel商务课程的知识点细碎，但好在整体性较强，大家可以按照模块划分的规律进行学习和记忆，最后能够在自己的知识库中形成思维导图，按时归纳知识点使自己的条理更加清晰。所以在Alevel商务考试和essay写作的时候会更加顺手。本篇中小编为大家总结了Alevel商务体系中的重要部分——市场策略知识点的总结第一篇，中英对照版，很适合大家用作复习或者写作，一起来看看吧！

Niche Marketing 利基营销

This involves a business selling its product(s) in small, often lucrative, segments of a market. It is the opposite strategy to mass marketing. Many small businesses can identify unsatisfied consumer needs in a particular segment within a large industry, and they can develop products to meet these needs.

这涉及到一个企业在一个小的，通常是有利可图的细分市场上销售其产品。它是与大众营销相反的策略。许多小企业可以在一个大行业的特定细分市场中发现未被满足的消费者需求，他们可以开发产品来满足这些需求。

This allows the small businesses to exist in industries that are dominated by large businesses (e.g. Classic FM in the radio broadcasting industry, SAGA in the holiday industry). However, if larger rivals appear within the niche market, the smaller businesses will often find it difficult to compete effectively with these well-resourced businesses.

这使得小企业能够存在于由大企业主导的行业中（例如，无线电广播行业的经典调频，度假行业的SAGA）。然而，如果利基市场中出现较大的竞争对手，小企业往往会发现很难与这些资源丰富的企业进行有效竞争。

It is also dangerous for a business to offer just one product within the market, since any larger rivals are likely to be more persified and have a wider product portfolio. Theses larger businesses could, therefore, reduce their prices to such a low level that the small business cannot compete profitably.

一个企业在市场上只提供一种产品也是很危险的，因为任何较大的对手都可能更加多样化，拥有更广泛的产品系列。因此，这些大型企业可能会将价格降到很低的水平，以至于小企业无法盈利地竞争。

Nevertheless, during periods of economic growth and higher consumer spending, then niche markets can offer a very lucrative opportunity to many small businesses to offer a personalised, high value-added service/product.

然而，在经济增长和消费者支出增加的时期，利基市场可以为许多小企业提供一个非常有利可图的机会，提供个性化的高附加值服务/产品。

Product Life-Cycle 产品生命周期

This shows the various stages that a product is expected to pass through and it also indicates the likely level of sales that can be expected at each stage.

这显示了一个产品预计要经过的各个阶段，它也表明了每个阶段可能的销售水平。

The length of the lifecycle will vary from product to product and from industry to industry (e.g.Oxo Cubes,Levi JeansandKellogg’s Cornflakeshave lifecyclethat have lasted for over 50 years, but various pop groups and childrens’ toys have a lifecyclethat can last less than 12 months). Generally, there are six stages to the lifecycle -development, introduction, growth, maturity, saturation and decline.

生命周期的长度因产品而异，因行业而异（例如，Oxo Cubes、Levi Jeans和Kellogg’s Cornflakes的生命周期已经持续了50多年，但各种流行音乐团体和儿童玩具的生命周期却可能不到12个月）。一般来说，生命周期有六个阶段–发展、引进、成长、成熟、饱和和衰退

During thedevelopmentstage, much time will be spent designing and testing the product concept. A prototype will often be test-marketed, in order to assess the potential sales and profitability of the new product. A decision will then be made whether or not to launch the product. The business will, therefore, incur many expenses during the development stage of the product lifecycle and the product will produce a large, negative cashflow.

在开发阶段，许多时间将用于设计和测试产品概念。为了评估新产品的潜在销售和盈利能力，通常会对原型进行试销。然后，将决定是否推出该产品。因此，在产品生命周期的开发阶段，企业将产生许多费用，产品将产生大量的负现金流。

It is estimated that only 1 in every 5 new products actually pass the development stage and reach the introductory stage of the lifecycle.

据估计，每5个新产品中只有1个真正通过开发阶段，并达到生命周期的介绍阶段。

Theintroductionstage commences with the launch of the product onto the market. Sales are low and costs are still very high (especially advertising and distribution). The product is, therefore, unprofitable at this stage. The length of this stage will vary considerably according to the product. Some products will take a long time to reach the growth stage of the lifecycle (e.g. new novels) whereas others will head straight from introduction into growth in a matter of days (eg new pop-music album releases).

引进阶段是从产品投放市场开始的。销量很低，成本仍然很高（尤其是广告和分销）。因此，该产品在这个阶段是无利可图的。这一阶段的长度将根据产品的不同而有很大的不同。有些产品需要很长时间才能达到生命周期的增长阶段（如新小说），而其他产品则会在几天内直接从引入阶段进入增长阶段（如新的流行音乐专辑发布）。

Once the business has made customers aware of the new product and it has managed to achieve a high level of repeat-purchasers, then the product will head into thegrowthstage of the lifecycle. This is where the product starts to become profitable. Advertising is still extensive. Competitors may launch similar products to cash-in on the successful new product.

一旦企业让客户了解了新产品，并成功实现了高水平的重复购买者，那么产品将进入生命周期的增长阶段。这是该产品开始盈利的地方。广告仍然是广泛的。竞争者可能会推出类似的产品，以兑现成功的新产品。

The business will try to prolong the growth stage for as long as possible, but sooner or later it will reach thematuritystage of the lifecycle. The growth in sales will start to slow down and the product will nearly reach its maximum market share. There will be several competing products on the market.

企业会尽量延长增长阶段，但迟早会达到生命周期的成熟阶段。销售额的增长将开始放缓，产品将几乎达到其最大市场份额。市场上会有几个竞争性产品。

Thesaturationstage of the lifecycle will occur where the sales of the product have reached their peak and the number of competing products will have grown significantly. It is during this stage of the lifecycle that the business may decide to use an extension strategy to prolong the lifecycle and boost sales, sales revenue and profits.

生命周期的饱和阶段将出现，产品的销售已达到顶峰，竞争产品的数量将大幅增长。正是在生命周期的这一阶段，企业可能会决定使用延长战略来延长生命周期，提高销售量、销售收入和利润。

The final stage of the lifecycle is where the sales of the product go intodecline. This is usually an inevitable result of changing customer tastes and fashions, new technology and the loss of market share to new products introduced by competitors.

生命周期的最后阶段是产品的销售进入下降阶段。这通常是客户品味和时尚的变化、新技术和竞争对手推出的新产品所带来的市场份额损失的一个不可避免的结果。

以上是小编为大家总结的Alevel商务知识点总结，希望对大家有所帮助，祝各位同学学业有成金榜题名！后篇会继续分享相关知识点，如有更多Alevel辅导的需要，欢迎联系在线客服老师，会获得更专业的指导~