课程短文: Three Steps to a Good Marketing Budget

课程短文

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Three Steps to a Good Marketing Budget

三个步骤做好营销预算

　　Without good budget management, you are likely to overspend on marketing

accidentally

accidentally

/ˌæksɪˈdentəli/

adv.偶然地，意外地

Without good budget management, you are likely to overspend on marketing accidentally.

如果你不做好预算管理，可能做营销时不小心就超支了。be likely to 可能的，要发生的，有倾向的。例如：But the boss said we were likely to work overtime today.但是，老板说我们今天很可能要加班。overspend 超支。例如：Don't overspend on your home and expect to get the money back when you sell.不要在买房子上超支，并指望以后出售时把钱赚回来。over是一个比较活跃的前缀，常与名词、动词或形容词一起构成合成词或派生词，如 overheads, overspend, overtake, overcome等，含有“过多，过度，超过”等意思，词义随另一个词而定。例如：overwork 过度工作，overtime 加班，overhear 无意间听到，overreact过度反应。

Here are three steps that help to make a good marketing budget.

　　如果你不做好预算管理，可能在做营销时不小心就超支了。这里介绍三个步骤帮助你做好营销预算。

　　Step 1: Organize financial information

　　步骤1:整理财务信息

　　The first step is to be clear of your current financial situation. You need to know how much money your company makes monthly and the changes that might arise in the future. Although income flows change throughout the year, you must organize the information based on

reliable

reliable

/rɪˈlaɪəbəl/

adj.可靠的

revenue —the minimum amount of money your company makes each month.

…the mnimum amount of money your company makes each month.

公司每月的最低收入。minimum amount 最低金额；maximum amount 最大金额。

　　第一步是要弄清楚你当前的财务状况。你要知道公司每月的收入和未来可能出现的变化。虽然全年收入量在变化,你必须基于可靠的收入数据——公司每月的最低收入额来整理信息。

　　A realistic budget plan will always focus on the income that

exceeds

exceed

/ɪkˈsiːd/

vt.超过

the expenses,

A realistic budget plan will always focus on the income that exceeds the expenses ...

一份切实可行的预算方案重点要做到收入大于支出......focus on 聚焦于，专注于，致力于。例如：Many firms are focusing on increasing their markets overseas. 许多公司都专注于扩大海外市场。exceed 超过，超越。例如：We can't exceed the speed limit.我们不能超速。

not the total revenue that comes in. When you have determined the amount of

disposable income

disposable income

可支配收入

available for the company, you should determine where the money will go./div>

　　一个切实可行的预算方案永远关注的是大于支出的收入，而不是总收入。一旦确定了公司现有的可支配收入，你就应该确定如何花这些钱。

　　Step 2: Determine where you want to spend marketing funds

　　步骤2:确定如何支配营销资金

　　After you know the total amount available to spend on marketing, the next step is how you plan to spend that money. Three main factors decide how you spend marketing funds: the budget amount, your past experiences, and where you can reach the right audience.

　　下一步就是当你知道可用于营销的资金总额后，你就应该计划如何花这些钱。三个因素决定如何使用营销资金：预算额度、以往经验和寻找目标客户。

　　You will start organizing how to spend the funds based on the amount. Besides, you need to consider the strategies that have worked in the past. Also, you need to consider which marketing channels will allow you to reach the right audience.

　　基于已有额度你要开始策划如何使用这些资金。除此之外,你需要考虑以往工作中的营销策略，还要考虑寻找目标客户的营销渠道。

　　Step 3:

Assess

assess

/əˈses/

vt.评定；估价

data and make appropriate changes

　　第三步:评估数据和适当调整

　　The final step in building a good marketing budget is the analysis of the plan and any changes that may improve revenue.

ultimately

ultimately

/ˈʌltɪmətli/

adv.最后；根本，基本上

, marketing is designed to bring in extra revenue.

Ultimately, marketing is designed to bring in extra revenue.

市场营销的最终目的是带来额外收益。be designed to 旨在，目的......。例如：The tests are designed to detect the disease early.这些检查旨在早期查出疾病。bring in 引进；生产；赚（钱）。例如：I have three part-time jobs, which bring in about £14,000a year. 我有3份兼职工作，一年能挣大约14000英镑。

If the activity does not bring in any

additional

additional

/əˈdɪʃənl/

adj.额外的，附加的

revenue over its cost, then it is better to change strategy and try something else.

　　做好一个营销预算的最后一步是分析，即对可提高收入的计划和可能产生的变化进行分析。市场营销的最终目的是带来额外收益。如果营销活动不带来任何额外的收入，那么最好是改变战略,尝试别的方法。

　　Assessing the data is a vital part of creating an effective marketing strategy.Evaluation begins with comparing past performance to the performance after marketing the product or services.

　　数据评估是制定有效市场营销策略的重要一环。评估始于对产品销售和服务的过去的业绩与现状进行比较。

　　However, a good budget alone is not enough. You have to take action and

remain committed

remain / be committed to

致力于，专心致志于

to following through your plan. By keeping the budget in mind when you make decisions, you will have the opportunity to work out different strategies to find the best solutions for your business goals and prevent overspending on marketing.

Assessing the data is a vital part of creating an eff ective marketing strategy.

数据评估是制定有效市场营销策略的重要一环。assessing the data 数据评估，这里是动名词短语作主语。动名词作主语的应用非常广泛。例如：Talking mends no holes．空谈无济于事。

　　然而,仅仅有一个好的预算方案是不够的。你必须付诸行动,继续致力于实施你的计划。在你决策时，只有不忘预算，你才有机会找到多种策略和相应措施，达到商业目标，并防止营销超支。

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管理英语3

课程短文

Three Steps to a Good Marketing Budget