The Product Life Cycle
A new product progresses through a sequence of stages from
introduction to growth, maturity, and decline. This sequence is
known as the product life cycle and is associated with changes in
the marketing situation, thus impacting the marketing strategy and
the marketing mix.
The product revenue and profits can be plotted划分，绘制，标出 as a
function of the life-cycle stages as shown in the graph below:
Product Life Cycle Diagram
Introduction Stage
In the introduction stage, the firm seeks to build
product awareness and develop a market for the product.
The impact on the marketing mix is as follows:
Product branding and quality level is established, and
intellectual property知识产权 protection such as patents专利 and
trademarks are obtained.
Pricing may be low penetration pricin
Borden began using the term in his teaching in the late 1940's
after James Culliton had described the marketing manager as a
'mixer of ingredients'. The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution
channels, personal selling, advertising, promotions, packaging,
display, servicing, physical handling, and fact finding and
analysis.
These four P's are the parameters that the
marketing manager can control, subject to the internal and external
constraints of the marketing environment. The goal is to make
decisions that center the four P's on the customers in the target
market in order to create perceived value and generate a positive
response.
Product Decisions
The term 'product' refers to tangible, physical
products as well as services. Here are some examples of the product
decisions to be made:
disaster (infml.) complete failure惨败/败局
The marketing mix行销组合
Reading 1:
inspiration灵感
out of the blue （=unexpectedly）
get carried away忘乎所以
clean out 钱财耗尽
complimentary免费赠送的 (given free as a favor or out of respect,
such as complimentary ticket优待券/免费赠票)
anticipated预计的
byte the dust (应为bite the dust,
因为是电脑零售商的一个失败促销案例，所以，巧用同音字，byte是电脑术语，表示字节”)
bite the dust阵亡/大败/一败涂地（be killed or defeated; have an
unsuccessful end）
position (给产品)定位
undercut压低价格与（对手）竞争 （sell goods more cheaply than
competitors）
liquidation（企业因破产而被）关闭清理资产/清算 （liquidate --vt.）
repay (=pay pack) 偿还
blues忧郁 (feeling of deep unhappiness)
coincide with与..同步进行/正逢
be fatally flawed（产品）具有致命缺陷
withdraw撤出（产品）
reformulate（给
staff appraisal 员工评估/员工考核
current performance当前业绩/绩效
promotion prospect升职机会/晋升机会
performance objectives业绩目标
review pay复查工资
staff appraisal form员工考核表
Listening:
1. get down to (doing sth.)进入谈话的正题/开始正式（谈论）
workload工作量
define界定
hand over移交（权力/工作等）（give power/responsibility/control of sth. to
someone else）
（反义词：take
over接管）
2. money was tight =It was difficult to obtain money
(钱/银根)紧的/难搞到的
management qualification管理资格
subsidise资助（pay part of the cost of sth. for someone）
benefit from从中受益
in their interest对他们有利/符合他们的利益
3. internal vacancies内部空缺职务
well after远在…之后
4. start off with一开始就（讲了一些已经听惯的开场白）
usual staff（这里指）经常讲的那种开场白/
1. invoice与receipt：
invoice发票/发货票/发货清单:
A detailed list 清单of goods shipped发走的货物 or services rendered提供的服务,
with an account of all costs并列出所有费用
（An itemized statement/bill of money owed for goods shipped or
services rendered为货物或服务开具的详细帐单）
receipt收据:
A written acknowledgment承认 that money due has been paid or that
goods have been received.表示收到帐款或货物的书面凭证。
A receipt for money is usually in these words欠款收据通常这样写: Received
from Mr. Smith the sum of twenty-five pounds sixteen
pence.兹收到史密斯先生25英镑16便士。
A receipt is signed and dated by the person receiving the money
or by a person authorized to act for
him.收据由收款人或被授权代理他的人签字并注明日期。
A copy of the receipt or a note of its contents is kept as an
accounts record.收据或有此内容的票据要作为会计凭证予以保存。
所以，An Invoice lists all of your subjects and their individual costs
; it does
Business expenses商务费用词汇
incur发生（费用）；遭受/蒙受（不祥的后果）
expenses claim sheet (=expenses claim form)报销单
small print（报销单下附的）小字说明
be authorized to有权（做）；被允许
up to =as much as至多
secure获得/搞到（指来之不易）
come to总计/合计 (=amount to/total)
receipt收据/发票（可用于报销的付款凭证）
claim this back on expenses列入报销账目把钱报回来
make a false claim for expenses报销假账/报销时做假
make an expenses claim报销
Listening 1:
put down填写
Belgian 比利时的（Belgium 比利时）
under （账单）在某某项目栏里
cash payment现金支付
metro地铁
N/A =No account无账目
Reading:
undertake 进行/承担(take up or accept a piece of work)
extensive广泛的
handle travel expenses处理差旅费用
handle expenses claims处理报销
charge card赊账卡
charge card表示“（可赊购货物的）记帐卡，签帐卡”，它和credit ca
vocabulary
slip打滑/滑倒（slide out of place quickly and unexpectedly; fall by
sliding）(slip and fall滑倒)
trip绊倒（catch one’s foot in or on something and lose one’s
balance）(trip over sth.被…绊了一跤/trip sb. up伸出脚绊倒…)
nasty=severe（伤口）严重的
a job for maintenance维修工的活
guideline指导
drive sb. crazy忍无可忍
bang (身体意外地)撞上（硬物）（He fell and banged his knee; I banged my head
on the low ceiling天花板）
filing cabinet文件柜
dizzy头晕
hurt疼痛
stitch缝针（外科）
dress (a wound)包扎
pop in=come back
leaflet传单
output产量
hazard险情/危险
cover保险
afresh= again/once more(adv. fml.)
trivial琐细的
contractor承包人
maintenance personnel维修人员
inspector检查人员
civil liability民事责任
causes for concern（这里指）安全隐患/担忧/令人担心的问题
amend修改
in their own right自身的因素
vocabulary
1. by-product n.
~ something additional formed when marking or doing something
副产品
~ an additional result, sometimes unexpected or unintended
额外收获、意外收获
2. comply v. (fml)~ to act
in accordance with a demand, order rule
eg. you must comply with the law to comply with
(regulations)按…行事，依从、遵守
3.
energy-consumption 能源消耗 energy-efficient
节能的
4. environmental
impact environmental issues environmental
programme
5. legislation n.~ the act
of making laws立法 ~ a body of laws
法律、法规 legislative a.
6. to fulfill (an
obligation) obligation n. 义务, 责任，欠款, 合同,
vocabulary
1. measure performance company
performance performance evaluation
2. asset n. 财务、财产、资产
3. dividend n.~ that part of the money made by a business which
is divided among those who own shares in the
business 红利、股息
eg. The company declared a large dividend at the end of the
year.
4 merger n. ~ joining together of two or
more companies or firms 合并
5 offset v. ~ to make up for balance 抵消，补偿
eg. Higher mortgage rates are partly offset by increased tax
allowances.
6 sales volume 销售量 strike action 罢工
7 streamline v. ~ contour economically or
efficiently 使...成流线型,使...合理化 n. 流线,流线型
eg. We must streamline our production procedures. He
aim to streamline the office.
8 collapse v. ~ to (cause to )fall down or inwards
sudden
Unit5b
vocabulary
1. premises n.
房屋（及其附属建筑、工地等）premises business
2. property n. ~
something which is owned; possession 资产、财产
~ land, buildings, or both together 房产、地产 property
consultancy 地产咨询公司
The city is growing and property in the center is becoming more
valuable
~ a quality or effect that belongs naturally to something
性质、性能、特征
3. tenure n.(fml)~ the right
of holding land or job conditions of tenure （土地）使用权 （职位）占有权
the tenure of an office 任职 conditions of tenure
使用条件
occupy v. 占有、居住 to occupy a
bed 处于（地位）担任（职务）占用（时间）writing occupies a lot of his free
time
4. lease n. 租约 v.
出租、租用 terms of lease 租赁条件 &nb
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