伦敦政经小混混

• 对于增长趋势，现存市场竞争的分析。Analysis of growth trends/competitions within existing market
• 俯视未来发展的大方向。General direction which overlooks the future development

•  反映公司的蓝图 reflect company vision,
•  有激励作用 motivating
•  挑战和可行性之间平衡 balanced between challenging and achievable
•  完整地表达 fully communicated
•  使现实和之一致 consistently followed in practice

四大种市场目标

Four major types of marketing objectives

• 增加与同类产品的区分（产品增值的主要因素） Increase differentiation(major influence on the added value)
• 增长（很普遍，但回带来危机） Growth (popular and generic objective, but involves risks)
• 连续性（长远的名誉和生存）Continuity (Long term reputation and survival)
• 创意（在一些产业里很重要，e.g.服装）Innovation (Key in certain sectors: e.g. fashion)

市场目标的制约因素

Constraint on marketing objectives

内部 Internal

• 金融 Financial
• 人员 Personnel
• 市场位置 Market position

外部 External

• 竞争 Competition
• 消费者口味 Consumer taste
• 经济 Economy

决定-市场模型 Making decisions -The market model

第一步 市场目标 1 marketing objectives ===> 第二步 积累数据 2 gather data ===> 第三步 形成假设 3 form hypothesis ===> 第四步 测试各种选择 4 test options ====> 第五步 控制和回顾 5 control and review

市场分析 Market Analysis

• 识别市场特点，确认消费者需要，从数据中下市场结论的过程 The process of identifying the feature of a particular market, specify customer needs and draw marketing conclusions from data

市场大小 Market size 

• 一个市场里所有公司的销售总额，用销售数量比销售金额有效 All the sales by all the companies within a marketplace, often volume is the better measurement than value
• 识别市场趋势的有效借鉴 Effective reference point for identifying market trends
• 主要受经济增长，社会变化，潮流变化影响 Mainly affected by economic growth, social changes, change in fashion, the ability of suppliers fulfilling consumer needs.

市场分额 Market share

• 在整个市场内一个公司所占的比例 the proportion of the total market held by one company or product.
• 对市场策略和表现的重要指标 key test of marketing strategy and company's market performance
• 作为领军品排能带来最佳的产品分布，给销售商最小的降价，并帮助自己未来产品的推出 Being the brand leader(highest market share) can get the highest distribution level, offer lower discount terms to retailers, launch new product with most ease.

分析消费者态度能帮助公司 Analysis of consumer usage and attitude can help the company

• 识别最重要，最有区分力的产品特点，这对于产品发展很关键。 Identify product features which play most important roles in product differentiation. This information is vital in terms of future product development.
• 考察公司的市场策略，改善市场策划的中心 Assess its market strategy and improve its marketing focus.

消费者档案 Customer profiles

• 对买某产品的人群的统计分析 Statistical breakdown of the people who buy a particular product
• 用来分割市场，确定合适的广告媒介 Used for segmenting the market, deciding suitable advertising media, etc.
• 品拍消费者档案可以跟市场消费者档案进行比较，从而审视市场策略 Brand customer profiles can be compared with market customer profile in order to reassess the marketing strategy.

市场标示 Market mapping

• 选择重要的产品区分变量，根据这些变量给不同的品牌定位 Created by selecting key differentiating variables, then plot different brands against variables to allocate market position to each one.
• 帮助公司发现市场里的空隙 Enable the company to identify and niches in the market
• 监视现存品牌并决定是否有必要重定位 Monitor existing brands and determine whether repositioning is needed.

就先到这里吧~~~，以上基本上是两个小章的东西，我瞎翻译的，大家就随便欣赏一下。这里只是给大家看一下，真正复习要比这个快得多， 不会一条一条真去背，理解是王道。虽然都是纸上谈兵的理论东西，不过条条杠杠真不少，而我们的BUSINESS STUDY考试呢事实上就是比谁更能扯谈，只要能扯的天花乱坠就能拿高分，所以说要写的东西很多很多很多很多，下星期一考，情势很严峻的。