instructor流利说商务英语Level5unit2part1(Market share)

2021年1月9日发(作者：吕远)
Lesson1 Calculating market share
Market share is the percentage of a market total sales earned by a company or product.
Calculating market share allows a company to determine its position in the market.
Here are some basic steps to calculate market share.
Determine a period
To calculate a company’s market share, you must choose a period to examine such as a
quarter or a year.
For example, a company can compare its first and second quarter to see how quickly it is
growing in the market.
Find out the company’s total sales
Next, calculate the company’s total sales revenue within that period.
Multiply the total number of unit sold by the average sales price per unit.
If a company only sales one product, its sales revenue is the total sales revenue of the
company.
If a company sales multiple products, add up the sales revenue for each product.
Find out the total market sales
Next, calculate the total sales for a market the company operates in.
Sales information from publicly traded companies is easy to obtain, since they are legally
required to share it.
It can be found through company websites, shareholder reports and trade association.
Divide the company’s revenue by the industry’s total
Finally, to divide the company’s total sales by the total market sales.
The result is the company market share.
Comparing a company’s market share with the growth of the market shows whether it has
increased or decreased.
If a company’s revenue has grown more slowly than the market, its market share has declined.

Lesson2 The 4Ps of Marketing
The marketing mix is a model that help a company make marketing decisions.
It can be used to influence consumers to purchase a company’s products.
It consists of four factors: Product, Price, Promotion, and Place.
Product
Products are goods or services that satisfy consumers needs or desires.
A company should regularly update its products to meet changing customer demands.
Understanding the product life cycle can help companies prepare for and adapt to these
changes.
Price
Price impacts supply, demand, marketing strategies and profits margin.
Consumer demand is one factor to consider before a company decide the price of a product.
For example, customers shop more around certain holiday like Christmas.
Promotion
Promotion allows a company to build brand awareness and interest in its product.
A business can promote itself through advertising, marketing, and public relations.
When promoting a product, a company should give consumers a clear reason for why they