Market disasters

Essential vocabulary

1.       at the bottom end(of he market)

2.       to attract (interest)

3.       marketing mix    top-of-the-range

4.        disaster n. 灾难、祸患、天灾

5.       rival n.[for in] n.竞争者、对手 a.竞争的 v. ~ to equal, be as good as 与…相匹敌的，比得上

6.       to run a competition

7.       to win market share

8.       withdraw v.~ to (cause to) move away or back 使撤退、撤回

~ to take away or back 收回、取回、提取 eg. to withdraw 5P from a bank account

~ to (cause to ) not take part in 使脱离、推出   withdraw a product

9.       to avoid (mistake/disaters)

10.   to coincide with

11.     flaw n. 缺陷、瑕疵

12.   to go into liquidation liquidate v. 清除、消灭 尤指破产公司的债务、结束公司的业务

13.   proven success with hindsight marketing strategy    washing powder

14.   promotion n. reformulation n.重新配方

15.   marketing industry   market share   out of the blue

16.   for parts of marketing: product, place, promotion, and price

17.     inspire v. 鼓励、激励、启发 I was inspired to work hard inspired a. 得到灵感的（尤指来自上帝） inspiration n. （艺术创作的）灵感。好主意

18.     clean out 耗尽资产、钱财，把不受欢迎的人赶走

19.     anticipate v. [v-ing/that]~ to expect ; ~ to do something before (someone else); ~料到而采取措施

Talking about marketing disasters

1. learn from the bad experience of others

2. do market research

3.don’t let competitions dictate your marketing strategy

4.emphasize the important advance preparation

1.       evaluate opportunities in the changing marketing environment

Expressing hindsight

1.       with hindsight, we should/could have …

2.       what we should/could have done is…

3.       If we’d… we wouldn’t have…

Going global

Essential vocabulary

1.       acquisition globalization   adaptation

2.       centralize v. 把（统治权等）集中于中央 <反> decentralize

3.       economies of scale    risk-free  

4.        franchise n. (fml) 公民权、选举权、（公司给予个人售卖该公司产品货服务的）特许权

5.        license n.许可证、执照； v. 正式准许、批准、给…发许可证 licensing agreement/arrangement

6.       presence n. 跻身、（在市场上）占有一席之地

Talking about entering foreign market

1.       invest in search and development

2.       listen to their customers

3.       understand the market demand

4.       identify the most valuable promotional methods

5.       companies should be acquainted with the local values and social customs

6.       adapt the products to different local market

7.       cater for the taste of the local customers

8.       generate economies of scale on the levels of production and R&D

9.       mass production helps to reduce the total costs of the unit price

10.   when its products are standardized, the company is able to preserve the loyalty of “multinational” consumers

11.   a product standardization strategy extends and market

12.   face new challenges in global content management