BEP 423 – 营销英语 1: 讨论市场研究
欢迎回到 商务英语 Pod for the first lesson in our series on 市场营销英语. Throughout this series we’ll look at different stages in the marketing process. This includes everything from market research to planning and executing an advertising campaign. 在今天的课程中, we’ll focus on market research.
Even the greatest products and services don’t sell themselves. 实际上, part of what makes them great is the fact that people understand why they need them. Or even if they don’t need them, they are convinced they want them. So a great product without any customers isn’t really great at all.
This is where marketing comes in. Marketers, whether in-house or hired on a contract basis, focus on products, pricing, placement, and promotions. Good decisions in all these areas require good research. Good research helps us understand the people we want to sell to, as well as the other options they may already have.
Discussing market research typically begins with understanding your basic business objectives. 从那里, you can define the scope of the competitive landscape and begin to segment the market, or break it down into different groups of customers. Market research also helps us understand ROI, or the return on investment in specific types of marketing activities. This is critical, because the things we learn in our research should link directly to the english for marketing activities we choose.
在今天的对话中, we’ll hear a conversation with Francine, an account manager at a marketing agency. Francine is talking to Lauren and Josh, who work for a company that sells safety products as well as training services. Their company is looking to expand into the Midwest region of the U.S., and they’ve hired Francine’s company to help them understand how to do that.
听力问题
1. What goal for the market research does Francine mention at the start of the conversation?
2. What new “market segment” do Lauren and Josh identify?
3. Why does Francine question whether they should repeat the brand awareness research they did in the past?
Download: Podcast MP3
