商务英语会话Unit7:市场调研战略

时间：2020-10-23 08:54:59 商务英语我要投稿

商务英语会话Unit7:市场调研战略

任何一个产品要上市，都需要有一个全面的市场调研和市场策略。一个好的市场策略会决定这个产品的'销售。所以在一个产品上市之前或者做销售之前都要对同类产品或者消费者的喜好就行深入的分析，这样才能做到知己知彼百战不殆。

商务英语会话Unit7:市场调研战略

HM: here’s a full breakdown of the market research for you to look at.
HS: Ok. So you interviewed 250 people in Shanghai, is that right?
HM: Not just Shanghai, 250 people in Shanghai, 20 in Beijing, and 250 in Guangzhou.
HS: Oh, right, it looks like you got similar results in all three cities.

HM: Yes. The main question we were asking was how people would respond to a new brand coming in at the high end of the market.
HS: And it seems as if a lot of people liked the idea.
HM: Exactly. We found that only 30 % of people weren’t interested at all.
HS: But the other 70% are interested?

HM: yes. 70% of people like a well-respected brand name, it’s as simple as that.
HS: But will they want to buy our products or stick to what they know.
HM: well most people like the idea of being able to buy a Chinese brand rather than a foreign one.

HS: what do you mean by ‘most people’ exactly?
HM: In our target market of 16 to 30 year olds, only 15% said they would be put off buying a Chinese brand.
HS: so you’d say that being a Chinese brand is one of our major strengths?
HM: Definitely. I think the main thrust of our marketing campaign should be our Chinese identity.

HS: The trick will be convincing them that our products are of the same quality as the established brands.

HM: yes, and our research showed that pricing will have a lot to do with that.
HS: we can’t afford to price our products too high, obviously.

HM: that’s right. The research suggests we should go for price points just below those of our main competitors.

HS: I agree –we need to be noticeably cheaper but still be in the same price bracket as the other top brands.

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