Name: 專業及商務英語。市場營銷 (Professional & Business English: Marketing)
Uploaded: 2020-10-08T19:12:01.000Z
Duration: 19 min 30 s

Hi everybody, welcome to www.engvid.com, I'm Adam.

大家好，歡迎來到www.engvid.com，我是亞當。

現在進行式

In today's video, we're going to have a bit of a business English lesson, and we're going

在今天的視頻中，我們要上一堂商務英語課，我們要上的是

to 不定詞

But marketing is a very broad area of business.

但營銷是一個非常廣泛的業務領域。

So, we're going to focus more specifically on a couple of things.

所以，我們要更具體地關注幾件事。

We're going to look at brand and branding, and we're going to look at little bit at promotion

我們要看品牌和品牌，我們要看一點推廣的問題。

So, let's start talking about what is a brand, what is a product, what is the relationship

那麼，我們就開始說說什麼是品牌，什麼是產品，什麼是關係吧

What's the relationship between companies and consumers, etc.

企業和消費者之間是什麼關係等等。

For most people, if you ask most marketers, they will give you very different answers,

對於大多數人來說，如果你問大多數營銷人員，他們會給你非常不同的答案。

but all of them work more or less in the same area.

但所有的人都或多或少地在同一個領域工作。

It's the image that a company wants the consumers to have, or it's the image that consumers

是企業希望消費者擁有的形象，或者說是消費者的形象。

Sometimes, the image that the company wants the consumers to have is not the image that

有時，企業希望消費者擁有的形象並不是企業的形象。

In which case, they need to do a lot of work, which is called branding.

在這種情況下，他們需要做很多工作，這就是所謂的品牌。

Now, a product is the actual thing that the company is selling.

現在，產品就是公司實際銷售的東西。

It could be an actual physical thing, like a product directly.

它可能是一個實際的實物，比如直接是一個產品。

It could be a service; it could be a combination of these things.

它可能是一種服務；它可能是這些東西的組合。

And it's very important to understand that brand and product are not the same thing.

而且要明白，品牌和產品不是一回事，這是非常重要的。

So, I'm going to mention a bunch of companies as examples, but let's start with a brand.

所以，我要舉一堆公司的例子，但我們先說一個品牌。

I think most people know what Porsche is, or Porsche, depending how you want to say

我想大多數人都知道保時捷是什麼，或者說保時捷，就看你想怎麼說了。

And the most famous product that Porsche sells is the 911, or the Boxer, whatever you want

而保時捷最著名的產品就是911，或者Boxer，隨便你怎麼說。

It's the type - the particular model of car.

But when somebody thinks of Porsche, of course they may think of the 911, but they also might

但當有人想到保時捷時，他們當然會想到911，但他們也可能會想到

So, the brand is the full identity, in terms of what the company sells - the 911, plus

所以，從公司銷售的產品--911來看，品牌是完整的身份，再加上。

So, when people think "Porsche", they think rich people.

所以，人們一想到 "保時捷"，就會想到有錢人。

They think unaffordable to most people, right?

他們認為大多數人負擔不起，對嗎？

So, something that makes you a little bit special.

所以，有些東西，讓你有點特別。

But that's exactly the image that the company wants you to have, right?

但這正是公司希望你有的形象吧？

And these days, branding is extremely important, especially with the new generations.

而如今，品牌建設極為重要，尤其是新生代。

The Millennials and, soon enough, the Gen Zs, who care about different things than the

千禧一代和很快的Z世代，他們關心的事情與他們不同。

Gen Xers and the Baby Boomers, the older members of society.

X一代和嬰兒潮一代，是社會的老一輩。

So, companies are now struggling to understand the new generation and they're trying to rebrand.

所以，現在的企業都在努力瞭解新生代，他們試圖重塑品牌。

所以，我其實要把這個放在這裡。

Rebrand means change the way the way they brand themselves.

重塑品牌意味著改變自己的品牌方式。

They change the image they're trying to portray.

他們改變了他們想要塑造的形象。

Because young people care more about the environment and climate change.

因為年輕人更關心環境和氣候變化。

And they care more about ethical business practices.

而且他們更關心商業道德行為。

And they care more about sharing the wealth and things like that.

而他們更關心的是分享財富之類的事情。

They don't want diamonds, they don't want Porsches.

他們不想要鑽石，不想要保時捷。

They want everybody to be happy and health and peaceful.

他們希望每個人都能快樂、健康、平安。

Not so good for companies that are trying to sell a particular product.

對於那些試圖銷售某種產品的公司來說，就不是很好了。

So, brand and product, two different things.

所以，品牌和產品，是兩碼事。

McDonald's is a brand, and Big Mac is a product.

麥當勞是一個品牌，巨無霸是一個產品。

When I think - or when most people think of McDonald's, everybody will have a different

當我想到--或者說當大多數人想到麥當勞的時候，每個人都會有不同的想法。

And when they think of products, everybody will choose a different product.

而當他們想到產品的時候，每個人都會選擇不同的產品。

So, some people will think "Big Mac", some people will think "McChicken", some people

所以，有的人會想到 "巨無霸"，有的人會想到 "麥雞"，有的人... ...

will think the sundae, the ice cream sundae that they sell.

會認為聖代，他們賣的冰淇淋聖代。

Everybody has a different favorite product, but most people will have a very similar idea

每個人都有不同的喜歡的產品，但大多數人都會有非常相似的想法。

Fast food, hot, cheap, delicious, or disgusting.

快餐，熱的，便宜的，好吃的，或者噁心的。

There's really not much of a middle ground.

Some people will think of Ronald McDonald, you know, the clown that is the mascot of

有些人會想到麥當勞叔叔，你知道，小丑是吉祥物的

Because Ronald McDonald houses, at least in Canada, they do a lot of charity work.

因為麥當勞叔叔家，至少在加拿大，他們做了很多慈善工作。

So, people have a very good image of McDonald's here.

所以，人們在這裡對麥當勞的印象非常好。

Of course, they make a lot of money, but they also help people with that money.

當然，他們賺了很多錢，但他們也用這些錢幫助人們。

Now, branding means thinking a lot about how to create that image.

現在，品牌建設意味著要考慮很多如何創造這種形象。

So, one of the things they need to think about is the logo, because the first association

所以，他們需要考慮的一件事就是商標，因為第一個聯想到的是

that people make with a company is the logo.

人們對一個公司做出的是標誌。

So, if you think of McDonald's, the first thing you think of is the golden arches.

所以，如果你想到麥當勞，首先想到的是金拱門。

Or, as you're driving along the street and you're a little bit hungry and you see the

或者，當你在街上開車時，你有點餓了，你看到的是

two arches, the golden arches, right away you know there's' food there.

兩個拱門，金色的拱門，你馬上就知道那裡有食物。

There's McDonald's, there's hamburgers or whatever else you like.

有麥當勞，有漢堡包或者其他你喜歡的東西。

When you think of Starbucks, you think of that green circle with the lady inside and

當你想到星巴克的時候，你會想到那個綠色的圓圈，裡面有一位女士，還有。

Exxon, again, I'm not sure everybody knows this company.

埃克森，同樣，我不知道大家是否瞭解這家公司。

But in North America, when people think "Exxon", they don't necessarily have a very good image.

但在北美，當人們想到 "埃克森 "時，他們的形象不一定很好。

Because however many years ago, there was a big accident.

因為無論多少年前，都發生過一次大事故。

One of the tankers carrying their oil crashed into an iceberg and spilled all the oil in

其中一艘運載石油的油輪撞上了冰山，所有的石油都灑在了冰山上。

So, people might think that Exxon is an irresponsible company, or that it - they just care about

所以，人們可能會認為埃克森是一家不負責任的公司，或者說它--他們只關心的是

They don't care about nature or the animals or whatever, right?

他們不關心自然，不關心動物什麼的，對吧？

所以，品牌建設是非常重要的。

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專業及商務英語。市場營銷 (Professional & Business English: Marketing)

bunch

recognize

deliberate

basically