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市场营销策略外文文献及翻译

市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-marketstrategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。

全球营销战略外文翻译

Global Marketing strategy choice: standardized orlocalizationThe trend of economic globalization makes multinational companies must choose appropriate management strategy, global marketing standardization and adaptability of the strategy is the unity of opposites relationship, the enterprise must according to different industry and products for specific analysis.1 the standardizationGlobal marketing standardization strategy is will the world as a unified big market, the overall goals for enterprise, centralized organization resources, development of domestic and international marketing opportunities process. When different countries for a commodity consumer tastes and preferences similar, there is a widespread demand, therefore, can be in marketing strategy, emphasize on national boundaries fade global market commonness and convergence. Advanced communications, transportation and disseminating technology makes the world produced strong convergence, creating a more the same market, consumer needs and preferences became assimilated, these make products , production and business rules standardization, thus pushing the standardization of global marketing .The benefits of global marketing standardization include: is the enterprise enlarge market share, reduce cost and obtain the scale benefits, achieve competitive advantage: to set up the business enterprise unified brand image, enlargement popularity: to achieve organizational structure of the simplistic and management procedure.Global marketing standardization mainly includes the marketing process and marketing strategy combinations of standardization. The marketing process standardization is a sequence of goals and tasks, problem solving process, the decision-making process and performance evaluation mode of standardization. Marketing strategy combinations standardization is a global market in use the same channel system, using the same promotion methods, in the same price to offer the same products. In fact, it is difficult to in the global market and make the marketing process and marketing strategy combinations true standardization.2 adaptability and says localizationDue to the international enterprise products need for sales in multiple countries, in some cases, the enterprise must take into account the different needs in different countries .When different countries customer grade and preferences, habits, etc, when there is a big differenceto exert its function adaptive strategy.Global marketing adaptive strategy or say is considering localization strategies in different areas and different races, cultures customers personalized and diversity, on demand, the difference and marketing products meet global different specific needs of customers. Since countries and regional market widely exist between non-tariff barriers, cultural, economic development level, the government's policies, laws and regulations and laws and distribution system, etc, therefore according to difference of the specific conditions of the local implementation of suitability, distribution, communication, pricing, promotion strategy or change some product features.Implementation marketing localization strategy is based on the theory of segmentation and positioning theory, friction theory. Subdivision and orientation theory is that the world market is a market of heterogeneity, based on the differences between different markets, according to local market segment the positioning of the standard can be obtained differentiation strategy of advantage. To adapt to the local customer demand preference products perhaps because can improve customer satisfaction and make customer willing to pay higher prices to offset the global standard conditions the cost of saving. Friction theory is that although standardization brings the scale economy would lead to lower costs, but headquarters and local manufacturing and marketing agency or local distribution channels will produce operation of the friction between the cost for coordination.The implementation of the localization marketing strategy in some multinational company, from a huge success, for multinational companies globalization remained prick-eared established. These companies in "think globalization, action localization" of policy guidance, and strive to "do as the Romans do", try hard to pass the indigenisation marketing strategy target market marketing environment across the barriers would brand is deeply rooted in the heart of target country customer, become international marketing successful model. Localized marketing has already become the global marketing strategy of multinational companies is an important choice.3 global strategic choiceWith the pressures of standardization and adaptability for index division, there are four options for global strategy3.1 The global modelFacing the global standardized pressure great and adaptability pressure is lesser, multinational companies generally USES the global mode, namely the standardization strategy. In the global model, the parent company of centralized decision-making, and most of the business overseas strict control.Take low-cost global competition strategy companies usually use this mode. Companies usually take global as a single market, identity different countries consumer preferences have actually difference, lowest cost and technology in the best place for production to obtain economies of scale effect , will be standardized products to global markets.Using the global model of the company needs to do a lot of coordination work, and these companies have to subsidiaries in different countries to determine the transfer between the product price.3.2 Multinational modeFacing the pressure of global standardization and adaptability of great pressure, you can use cross-border mode. That in the global economy, in order to gain a competitive advantage, you need to clear from both adapted to local conditions, transfer of technology and cost savings in the pursuit of profit, allowing enterprises to access global expansion while it benefitsMultinational mode characteristics are, will some functions cost saving place and put some other functions so that more adapt to subsidiary local situation. Some strategic elements such as consumer demand preference, local culture, distribution channel, competitors and government policies, laws and regulations and laws may be taken into consideration on its differences and adaptive strategy. For other factors, such as production and technology standardization strategy is taken.3.3 International modelFacing the global standardization pressure and adaptability pressure are very hour, can choose the international mode. In international mode, subsidiary although a certain degree of introducing new products according to local conditions, but like the freedom of research and core ability tend to be concentrated in the parent company. Subsidiary in new products, new techniques, new concept depends on parent company, need a lot of parent company coordinate and control.International model's principal shortcoming is the freedom of maximum affiliates without respond to local conditions, nor to scale economy to implement low cost.3.4 The allied modeThe adaptability of facing larger pressure, while the global standardization pressure relatively hours, can choose the allied mode. Namely the local culture, consumer demand and preferences, distribution channel, product, promotion, competitors and substitutes, government policies, laws and regulations and laws and multinational company's parent company, big differences by strong global standardization implementation resistance. Then must fully considering the influence of regional difference of product, price, promotion, anddistribution locally portfolio decision.Among the many nations mode, although parent company also exercise final control, but it gives subsidiary big autonomy, affiliates can according to the local conditions make corresponding change. Its advantage is the fast reaction of the local market, products and services in subsidiary metastasis between. Main drawback is high manufacturing costs and repeat work.全球营销战略选择：标准化还是本土化经济全球化的发展趋势使得跨国公司必须选择合适的经营战略，全球营销标准化和适应性的战略是对立统一的关系，企业必须根据不同行业和产品进行具体分析。

营销策略业务英文文献及翻译

营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。

营销策略研究英文版

营销策略研究英文版《The Study of Marketing Strategies》Marketing strategies play a crucial role in the success of a business. With the increasing competition in the market, it has become essential for businesses to come up with effective and innovative strategies to attract and retain customers. The study of marketing strategies aims to analyze and understand the various approaches that businesses use to promote their products and services.One of the key aspects of marketing strategy research is consumer behavior. Understanding the needs, preferences, and purchasing patterns of the target audience is critical in devising a successful marketing plan. This involves conducting surveys, focus groups, and analysis of consumer data to gain insights into what drives their decision-making process.Another important area of study in marketing strategies is competitor analysis. Businesses need to be aware of their competitors' tactics, strengths, and weaknesses to position themselves effectively in the market. This involves studying their product offerings, pricing strategies, promotional activities, and distribution channels to identify opportunities and threats. Furthermore, the study of marketing strategies also encompasses the exploration of various promotional channels and tactics. This includes traditional marketing methods such as advertising, direct mail, and public relations, as well as newer digital marketing strategies like social media, content marketing, and influencer partnerships. Understanding the effectiveness of differentpromotional channels and how to integrate them into a cohesive marketing plan is essential for reaching and engaging with the target audience.Additionally, the study of marketing strategies also delves into the concept of branding and positioning. This involves creating a unique and compelling brand identity that resonates with the target audience and differentiates the business from its competitors. It also involves identifying the most effective ways to position the brand in the minds of consumers, based on its unique value proposition and target market.In conclusion, the study of marketing strategies is crucial for businesses to stay competitive and achieve their objectives. By understanding consumer behavior, analyzing competitors, exploring promotional tactics, and crafting a strong brand identity, businesses can develop effective marketing strategies that drive success in the marketplace. This research is an ongoing process, as the market environment and consumer preferences are constantly evolving, making it essential for businesses to continuously monitor and adjust their strategies to stay ahead of the competition.。

市场营销策略外文文献及翻译

营销策略和营销沟通渠道间的相互关系外文文献翻译最新译文

文献出处：Sayedi S M, Soltani H, Keshavarz M. The Relationship between Marketing Strategy and Marketing Channels of Communication[J]. International Journal of Academic Research in Business and Social Sciences, 2014, 4(3): 345-360.原文The Relationship between Marketing Strategy and MarketingChannels of CommunicationSayed Masud Sayedi, Ph.DAssistant Professor, Management Department, Islamic Azad University, Branch ofShiraz, IranHassan Soltani, Ph.DAssistant Professor, Department of Management, Shiraz Branch, Shiraz Science andResearch Branch, IranMajid KeshavarzM.S.C., Business Management, Islamic Azad University, Branch of Mobarake, IranDOI: 10.6007/IJARBSS/v4-i3/714 URL:/10.6007/IJARBSS/v4-i3/714IntroductionNowadays, services dynamic world makes marketing promotions important more than last times. A service should be designed based on the customer needs and its price is realistic. It also is necessary that the services be distributed through convenience distribution channels and be advertised among customers actively. New companies should attempt to regulate their products price appropriately and also make communicational efforts so exactly that be able to make position for them which is attractive for target market customers. Generally, the strategies can be divided into three groups including total, business, and functional strategies. The functional strategies refer to the applied attitude in a business unit for achieving companies and businesses main goals through maximizing resources productivity. Functionalstrategies include marketing, financial, research and development, production and operations, human resources management, and information systems. So, marketing strategy is considered as a functional strategy.Marketing strategies refer to tools which can be used for achieving goals. These strategies refer to this question “how goals can be achieved?” Marketing design success depends on the efficiency of marketing strategies. It is possible to determine a strategy for every marketing mix elements (Hart, 2003). Indeed, marketing strategy includes different variables that the company can control them or which the company can adapt itself with them so exactly that helps the organization to achieve its goals. Indeed, it is the internal facilities and authorities that can be controlled. On the other hand, demand, competition forces, distribution structure, marketing rules, and non-marketing costs are the main uncontrollable (environmental) variables. The marketing strategy controllable variables include product, price, place, distribution, people (employees), assets, process, and physical equipment.Review of literatureGenerally, marketing mix refers to the marketing managements’ main efforts. After selecting a target market, marketing managers have to develop a systematic sales plan for attracting customers and creating long-term relations with them. Marketing plan is resulted from managerial decisions in terms of marketing mix (product, price, place, and promotion). Indeed, these are the most important parameters which marketing managers allocate company’s resources for them in order to achieve sales and profit goals (Goi, 2009). Review of marketing literature reveals that 4Ps is the most acceptable marketing mix which includes product, price, place (distribution), and promotion. The concept of marketing mix has been introduced by Bourden (1950) for them first time in the frame of 4Ps (Nakhchian, 2009).The services marketing theorists study the differences between services and goods marketing. Smith pointed out that a large part of these efforts are focused on the marketing mix concept. He believes that the services marketing mix is different from good marketing mix. Indeed, he stresses that services marketing requires different decisions than goods marketing. He differentiates services marketing from goodsmarketing. He suggests that people (employees), physical assets, and processes are other elements of services marketing mix than goods marketing mix. In other words, Smith believes that services marketing mix consists of 7 elements including product, price, place (distribution), promotion, people (employees), physical assets, and processes (Kotler, 2004).ProductProduct refers to a marketing mix element that is related to creativity and development in the product management. Product decisions are very important, as these decisions are related to the production so that satisfy customers’ needs and wants.PricingPrice is one of the fundamental marketing mix elements. Indeed, price should is acceptable for final consumers and determines other marketing mix elements. Services price is a value that services provider make. It should have adaptability with customer perception. If a service price is very high, the customers do not use it and vice versa. In other words, if the service price is low, the customers perceive it as a low-quality and undesirable services. Many services providers offer different types of services for market segments (Kotler, 2004).PromotionPromotional pla ns are developed for informing target customers from company’s products. Unfortunately, some people think that the effective marketing efforts (providing appropriate services with appropriate price levels in a favorable place for satisfying customers’ need s and wants) do not need comprehensive advertisements. Generally, promotional efforts include direct marketing, public relations, advertisements, sales promotions (Roosta et al., 2001).Marketing and advertisement professionals like talking about consumption markets, consumers, and customers. On the other hand, public relations specialists interest in publicity, audience, and stakeholders. These groups are the people who are influenced by company and also influence it. From their perspective, public relations are free from any encouragement and persuasion. Indeed, the ideal purpose of publicrelations is to create perception and cooperation by which two-way dialogue will be possible. Based on the definition, marketing efforts are developed in order to encourage customers and consumers for purchasing and consuming goods and services (Willcocks, 2007).PlacePlace (distribution) refers to the process of delivering products to the customers sufficiently and minimizing transportation and saving costs. In other words, place or distribution is the process of providing services in the best place and time and in a best manner.Functions of distribution channelAs indicated in the previous sections, distribution channel is a system by which products are transmitted from producers to the customers. The members of distribution channel are obligated to do the following functions:1. Information: collecting necessary information for planning2. Advertisement: preparing and broadcasting persuasive information about products3. Contact: finding and contacting potential buyers.4. Adaption: forming and preparing products which are adaptable with buyers’ taste and desires.5. Negotiation: negotiating about price and other transaction conditions.Offensive marketingIn in the end of 20th century, marketing professionals found that the successful marketing is not the sum of marketing employees’ common and day-to-day marketing efforts. They point out that marketing is a phenomenon which consists of thoughts, actions, competition, and process of marketing design. Davishen (2000) suggests a modern marketing theory which is known as offensive marketing. The reason is that the common approach to marketing is a utility approach. The profit secures business’ survive. This is the main factor which makes marketing efforts as the leader in every company. In order to use offensive marketing approach, it is necessary that not onlythe company is free from bureaucratic process and procedures, but also it is followed that a good marketing effort is possible through agility and economic capability.Nowadays, it has been forgotten, as successful marketing is creation of opportunity which derives from appropriate attitudes, organizing, and marketing techniques. This is why that offensive marketing approach offers a simple formula which refers to the implementation of fundamental marketing plans through hardworking and happy employees. The present study has been aimed to introduce aggressive, marketing approach as an effective approach is development of internal and international marketing among businesses.Offensive marketingIt is very difficult to find a sound and agreed definition of marketing. Some authors consider marketing as a price management technique and some others refer to marketing from financial perspective. There are a third group of authors who consider marketing as a combination of both previous techniques. On the other hand, some authors consider marketing as an organizational department and some others believe that marketing is the factor of sales. The consulters of Oxford Company point out that effective management of customer benefits is the best definition for marketing. It is should be remembered the construct of “customers” refers to both internal and external customers in which external customers are products buyers and internal ones are organizational members (employees). The concept of “customer benefits” refers to the appropriate combination of price and quality. In this regard, management is the process of acquiring or producing customer benefits in the goods and services. Although this definition of marketing, profitability of the marketing process is not referred, but the concept of effective management shows the importance of producing customer benefits.It is should be remembered that marketing is considered as an administrative function in many companies and employees of other departments do not play any role in the marketing process, as they have not any contact with external customers. Offensive marketing attempts to change this meaning so that any organizational member considers his/herself as a marketer. In offensive marketing approach,marketing requires that every organizational member has a role in delivering customer value by which the organization will achieve its organizational goals. In such as approach, marketing professionals have to educate other departments’ employees.Based on the offensive marketing approach, every organizational member follow two main goals. The first is increasing customer benefits which results from goods and services sale. The second is achieving higher levels of profitability more than industry’s common profit level. In this process, the offensive marketer paves the ground for pure production. Their ideal purpose is to produce goods and provide services with high quality and low price. Indeed, price and quality are the main fundamentals of customer priority. Indeed, when the company achieves the most profitability that its customer perceive a good quality with appropriate price. Undoubtedly, it is difficult to find and maintain a condition in which the company achieves the most profitability. Customer benefits are actual phenomenon which focuses on the customer’s objective criteria. Maintaining these criteria requires continuous performance improvement, as the best improvements and innovations in the products will be duplicated by competitors. As a result, competitors enter the market with better performance. On the other hand, increase in the customers’ experiences in different areas results in more expectations in them. This is why that the company will be unsuccessful, if it cannot improve its products continuously. As a result, the customers go toward competitors. It should not be forgotten that there is a significant relat ionship between satisfying customers’ needs and wants and company’s profitability. In other words, customers’ loyalty to products is a gift that the customer gives to the organization. It can be seemed that the companies with higher levels of customer loyalty achieve more profitability. It is should be remembered that both internal and external customers evaluate the products based on a single criterion: “are the products satisfy the customers’ needs and wants?” customer satisfaction has a deeper meaning in offensive marketing literature. Indeed, it refers that the company should adapt its strengths with appropriate market opportunities in a best manner. Also it refers that the company should do its efforts with low costs in order to satisfy its customers’ n eeds and wants. Indeed, business should consider themselves as thecustomers’ agent. The most important competitive advantage of Japanese companies such as Toyota is their capability in creating and maintaining customer benefits. The phrase of “achieving high profitability” means that the businesses should be able to better than their competitors in terms of main criteria such as sales, return on investment, and economic added-value. It is the customer benefits that make customer loyal to the company. Offensive marketing focuses on the long-term growth management. If a company invests in producing goods and providing services in accordance with customers’ needs and wants continuously, it will be able to improve its customers’ benefits and achieve its short-term and long-term goals.There are five principles in offensive marketing that are based on the P. O. I. S. E. these have been presented and described in the following section.Profitability: this principle of offensive marketing refers to this fact that the purpose of marketing it not achieving higher levels of market share or maintaining customer benefits, but its purpose also is to increase profitability. Indeed, the principle attempts to create a win-win relationship between company and its customers. Creating such a relationship is one of the most important skills of offensive marketers.Being aggressive: it is emphasized in the principle of “being aggressive” that a business should respond customer and market changes. A rational competition-taking and risk-taking in every environmental condition is the most important method in this principle.Integration: producing goods and providing services with high quality and low costs requires coordination and integration of operations, processes, and organizational members. In such conditions, the company will be able to deliver products in the best time for its customers with high quality, cheaper, and more attractive in comparison to its competitors.Being strategic: strategic perspective in the marketing plans development is one of the fundamental principles in aggressive marketing. Having a long-term perspective, environmental analysis, and ability of predicting environmental changes at macro level leads to develop strategies. Implementation of such strategies results in the company’s leadership in market.Effective implementation: effective management, continuous improvement, direction of strategic plans, win-win strategies implementation, and operational plans are the most important principles by which it will be possible for company to achieve its goals. The most important question which should be answered is that “how a company can be an offensive marketer?”Marketing channelsDistribution channel is a bridge between marketing manager and market. Indeed, design and management of marketing supply channel is a challenging and ongoing function. Sales manager should ensure that the channel is in line with satisfying customers’ needs and wants. On the other hand, the seller should satisfy the channel member s’ needs and wants in order to achieve channel’s purposes. After reading these topics, you will be able to understand the following issues.1. Main elements of distribution channel2. Complementary or alternative forms of supply channels3. Managerial purposes which can be used in evaluating alternative channels structures4. Production agents and industrial distributors’ identity and performance5. Needs of designing present channels6. Methods of measuring channel performance.The industrial products are distributed through distribution channels networks. These channels are the basis of industrial economy. If agriculture and factories are the heart of Industrial America, distribution network is its distribution system. Beside the distribution branches, wholesalers, agents, and brokers are the main actors of industrial products distribution channels and their function is to purchase, save, and transmit products. These distribution channels are autonomous organizations which are organized poorly. Indeed, they are cooperated with each other through contracts, knowledge, and expectations. As indicated in the previous sections, marketing channel is a tool by which industrial producer find new suggestions and expectations for production, communicate with existing customers, and deliver products. Stern and Fredrik show strategic importance of these channels and point out that all of themarketing decisions are important. A company can change its prices and advertisements simply, develop new marketing research agents, and make its promotional plans modern. It also can modify its production line and assembly line. On the other hand, it is very difficult to change distribution channel. Selection of a good distribution channel is a challenging issue. The reasons are that it has many alternatives; there are different marketing goals; different market sections diversity requires that all of the distribution channels should be used simultaneously.Marketing channel strategy consists of two important aspects. The first is that the channel structure should be designed so exactly that achieves marketing goals. Determining channels goals, predicting channels limitations, analyzing channels performance, recognizing alternative channels, and selecting channel members are the main interests of designing distribution channels. The second is that when the channel structure will be determined, commercial marketer has to manage channel so exactly that be able to achieve its goals. In order to manage channel performance effectively, the managers should be able to develop the methods in order to select mediators and encourage them for achieving purposes and solving their problems and difficulties. Distribution channels play an important role across the marketing schema.With regard to literature review, the research hypotheses have been developed and were indicated in the following section.Hypotheses developmentMain hypothesis: there is a significant relationship between marketing strategy and expansion of distribution channels.Secondary hypotheses1. There is a significant relationship between offensive marketing strategy and levels of single marketing channel.2. There is a significant relationship between offensive marketing strategy and levels of twofold marketing channel.3. There is a significant relationship between offensive marketing strategy and levels of multiple marketing channel.4. There is a significant relationship between price leadership marketing strategyand levels of single marketing channel.5. There is a significant relationship between price leadership marketing strategy and levels of twofold marketing channel.6. There is a significant relationship between price leadership marketing strategy and levels of multiple marketing channel.7. There is a significant relationship between production marketing strategy and levels of single marketing channel.8. There is a significant relationship between production marketing strategy and levels of twofold marketing channel.9. There is a significant relationship between production marketing strategy and levels of multiple marketing channel.译文营销策略和营销沟通渠道间的相互关系Sayed Masud Sayedi, Ph.DHassan Soltani, Ph.DMajid Keshavarz引言如今,服务动态的世界使市场营销活动的重要重要性扩大了一倍以上。

关系营销RelationshipMarketing(英文版)47P

SERVQUAL Model Dimensions
1. Tangibles (physical facilities, equipment, staff appearance).
2. Reliability (ability to perform the service accurately).
3. Responsiveness (willingness to help customers and to respond promptly).
3. Adding social benefits: Company personnel work to increase their
social bonds with customer by learning individual customer’s needs and wants and then personalizing their products and services.
Carlzon’s New Paradigm
Focus on the customer
Change the SAS employees’ attitudes Change the service delivery system
Change the company’s image Improved market share and profitability
Gap model of Service Quality
Gap 3: service quality specification vs. service delivery
1 Levitt, T. (1981) Marketing intangible products and product intangibles. Harvard Business Review pp.94-102

营销策略外文翻译

营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)外文：A marketer’s guide to behavioral economicsApirl.2010 • Ned Welch • McKinsey QuarterlyMarketers have been applying behavioral economics-often unknowingly for years. A more systematic approach can unlock significant value.Long before behavioral economics had a name, marketers were using it. “Three for the price of two” offers and extended-payment layaway plans became widespread because they worked—not because marketers had run scientific studies showing that people prefer a supposedly free incentive to an equivalent price discount or that people often behave irrationally when thinking about future consequences. Yet despite marketing’s inadvertent leadership in using principles of behavioral economics, few companies use them in a systematic way. In this article, we highlight four practical techniques that should be part of every marketer’s tool kit.1. Make a product’s cost less painfulIn almost every purchasing decision, consumers have the option to do nothing: they can always save their money for another day. That’s why the marketer’s task is not just to beat competitors but also to persuade shoppers to part with their money in the first place. According to economic principle, the pain of payment should be identical for every dollar we spend. In marketing practice, however, many factors influence the way consumers value a dollar and how much pain they feel upon spending it. Retailers know that allowing consumers to delay payment can dramatically increase their willingness to buy. One reason delayed payments work is perfectly logical: the time value of money makes future payments less costly than immediate ones. But there is a second, less rational basis for this phenomenon. Payments, like all losses, are viscerally unpleasant. But emotions experienced in the present—now—are especially important. Even small delays in payment can soften the immediate sting ofparting with your money and remove an important barrier to purchase.Another way to minimize the pain of payment is to understand the ways “mental accounting” affects decision making. Consumers use different mental accounts for money they obtain from different sources rather than treating every dollar they own equally, as economists believe they do, or should. Commonly observed mental accounts include windfall gains, pocket money, income, and savings. Windfall gains and pocket money are usually the easiest for consumers to spend. Income is less easy to relinquish, and savings the most difficult of all.Technology creates new frontiers for harnessing mental accounting to benefit both consumers and marketers. A credit card marketer, for instance, could offer a Web-based or mobile-device application that gives consumers real-time feedback on spending against predefined budget and revenue categories—green, say, for below budget, red for above budget, and so on. The budget-conscious consumer is likely to find value in such accounts (although they are not strictly rational) and to concentrate spending on a card that m akes use of them. This would not only increase the issuer’s interchange fees and financing income but also improve the issuer’s view of its customers’ overall financial situation. Finally, of course, such an application would make a genuine contribution to these consumers’ desire to live within their means. 2. Harness the power of a default optionThe evidence is overwhelming that presenting one option as a default increases the chance it will be chosen. Defaults—what you get if you don’t actively make a choice—work partly by instilling a perception of ownership before any purchase takes place, because the pleasure we derive from gains is less intense than the pain from equivalent losses. When we’re “given” something by default, it becomes more valued than it would have been otherwise—and we are more loath to part with it.Savvy marketers can harness these principles. An Italian telecom company, for example, increased the acceptance rate of an offer made to customers when they called to cancel their service. Originally, a script informed them that they would receive 100 free calls if they kept their plan. The script was reworded to say, “We have already credited your account with 100 calls—how could you use those?” Manycustomers did not want to give up free talk time they felt they already owned. Defaults work best when decision makers are too indifferent, confused, or conflicted to consider their options. That principle is particularly relevant in a world that’s increasingly awash with choices—a default eliminates the need to make a decision. The default, however, must also be a good choice for most people. Attempting to mislead customers will ultimately backfire by breeding distrust.3. Don’t overwhelm consumers with choiceWhen a default option isn’t possible, marketers must be wary of generating “choice overload,” which makes consumers less likely to purchase. In a classic field experiment, some grocery store shoppers were offered the chance to taste a selection of 24 jams, while others were offered only 6. The greater variety drew more shoppers to sample the jams, but few made a purchase. By contrast, although fewer consumers stopped to taste the 6 jams on offer, sales from this group were more than five times higher.Large in-store assortments work against marketers in at least two ways. First, these choices make consumers work harder to find their preferred option, a potential barrier to purchase. Second, large assortments increase the likelihood that each choice will become imbued with a “negative halo”—a heightened awareness that every option requires you to forgo desirable features available in some other product. Reducing the number of options makes people likelier not only to reach a decision but also to feel more satisfied with their choice.4. Position your preferred option carefullyEconomists assume that everything has a price: your willingness to pay may be higher than mine, but each of us has a maximum price we’d be willing to pay. How marketers position a product, though, can change the equation. Consider the experience of the jewelry store owner whose consignment of turquoise jewelry wasn’t selling. Displaying it more prominently didn’t achieve anything, nor did increased efforts by her sales staff. Exasperated, she gave her sales manager instructions to mark the lot down “x½” and departed on a buying trip. On her return, she found that the manager misread the note and had mistakenly doubled the price of theitems—and sold the lot.2 In this case, shoppers almost certainly didn’t base their purchases on an absolute maximum price. Instead, they made inferences from the price about the jewelry’s quality, which generated a context-specific willingness to pay. The power of this kind of relative positioning explains why marketers sometimes benefit from o ffering a few clearly inferior options. Even if they don’t sell, they may increase sales of slightly better products the store really wants to move. Similarly, many restaurants find that the second-most-expensive bottle of wine is very popular—and so is the second-cheapest. Customers who buy the former feel they are getting something special but not going over the top. Those who buy the latter feel they are getting a bargain but not being cheap. Sony found the same thing with headphones: consumers buy them at a given price if there is a more expensive option—but not if they are the most expensive option on offer.Another way to position choices relates not to the products a company offers but to the way it displays them. Our research suggests, for instance, that ice cream shoppers in grocery stores look at the brand first, flavor second, and price last. Organizing supermarket aisles according to way consumers prefer to buy specific products makes customers both happier and less likely to base their purchase decisions on price—allowing retailers to sell higher-priced, higher-margin products. (This explains why aisles are rarely organized by price.) For thermostats, by contrast, people generally start with price, then function, and finally brand. The merchandise layout should therefore be quite different.Marketers have long been aware that irrationality helps shape consumer behavior. Behavioral economics can make that irrationality more predictable. Understanding exactly how small changes to the details of an offer can influence the way people react to it is crucial to unlocking significant value—often at very low cost.不可或缺的营销技巧多年来，营销商一直在运用行为经济学，但往往是不自觉地运用。

市场营销战略论文中英文外文翻译文献

市场营销战略论文中英文外文翻译文献XXXConsumer r studies how individuals。

groups。

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acquire。

use。

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services。

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and ideas to satisfy their needs and the XXX。

consumer r research has focused on pre-purchase and post-XXX。

XXX view and can help us examine the indirect effects of consumer n-making and the XXX。

companies must offer more value to their target customers than their competitors。

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XXX a target market is whether the company can provide higher consumer value compared to XXX strategies。

XXX markets.1.1 ProductA product XXX of their needs。

not the specific material characteristics.1.2 nXXX includes advertising。

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XXX.1.3 PricingPrice is the amount of money consumers must pay to acquire and use a product。

4P营销策略和营销渠道外文文献翻译2014年译文3000多字

4P营销策略和营销渠道外文文献翻译2014年译文3000多字XXX market。

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the next step is to create a marketing plan。

This plan should include the different marketing channels that will be used to reach out to potentialcustomers。

The marketing channels can include advertising。

NATURE-OF-RELATIONSHIP-MARKETING关系营销的本质大学毕业论文外文文献翻译及原文

毕业设计（论文）外文文献翻译文献、资料中文题目：关系营销的本质文献、资料英文题目：NATURE OF RELATIONSHIP MARKETING 文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：市场营销班级：姓名：学号：指导教师：翻译日期： 2017.02.14毕业设计（论文）外文翻译资料论文题目：A.O.史密斯的营销战略研究译文题目：Role of Relationship Marketingin Competitive Marketing Strategy关系营销在竞争中的营销策略NATURE OF RELATIONSHIP MARKETINGAt the core of relationship marketing is exchange, that is profitable to parties involved in the exchange. The concept of exchanges as it applies to relationship marketing can be viewed at from either a transaction cost analysis approach or a social exchange theory approach.Transactions are distinguished into discrete transactions and relational transactions. Relational contract law governs relational transactions. In classical contract law that governs discrete transactions identity of parties is not relevant; however this is not true in relationship marketing. In relational contracting the reference point shifts from the agreement (as in classical contract law), to the relation itself as it has developed over time.There might be or might not be an original agreement and if there is, there may not be any great deference to it. In a relational transaction, the contractual gaps between parties are reduced, as the relation becomes stronger and stronger. The frequency with which transactions recur influence the terms of the transaction (discounts as in frequent flyer). The degree to which durable transaction specific investments are incurred determine the rapidity of commitment given and received, the time period of commitment and the intensity of the relation between two parties. Transaction specific investments (asset specificity in physicalcapital and human capital) leads to relational exchanges where trust is a prime moderator. As such non-specific exchanges leads to transaction marketing and for exchanges that are not non-specific the concept of Relationship marketing will hold (Williamson, 1979). The Williamsonian approach to understand relational contracting has been augmented (Anderson and Weitz, 1992), by postulating that whenever idiosyncratic investments are made by the exchanging parties in one another then there is a stronger commitment to the relationship. In a relationship the set of understandings that has grown up over time (the implicit contract) is more influential. Exclusivity to the other party is also seen as a signal of commitment. Further the relationship dyad has been examined from perspective of a strong buyer facing a large number of small suppliers ( Heide and John, 1992). It has been shown that relational norms do play a role in serving as a governance mechanism to safeguard against opportunistic behavior in the presence of transaction specific assets. It has also been shown that in case of a relationship dyad between a strong supplier and a large number of small buyers relational norms do not play a significant role (Berthon, Pierre et. Al, 2003)George Homans (George Homans, 1961) first proposed social exchange theory. He said that exchanges of goods and services take place between two parties who are rational entities acting in their own self-interest and who will perform social action based on rewards and costs.The exchange of goods and services take place not only for money but also for non-monetary benefits such as love, esteem, affection and approval. Such exchanges are social exchanges. Social exchanges almost always involve an element of power, allowing one party to do activities the way it wants to do. Social exchanges involves interaction; interaction occurs when an activity emitted by one man is rewarded (or punished) by an activity emitted by another man. Social exchanges respect sentiment; sentiments are signs of the attitudes and feelings a party takes towards another party. This social exchange theory (George Homans, 1961) draws on the disciplines of behavioral psychology and elementary economics in proposing the principles of social exchange. Behavioral psychology decides on current actions based on past history of behavior / actions. Elementary economicsdecides on current action based on future stream of profits. It is difficult to balance these two directions. Further elementary economics assume perfect markets. Relationship marketing situations are far from perfect. Also relationships are built on future promises as much as on past behavior. In studying relationship marketing, both the transaction cost analysis and social exchange theory concepts can be used to explain and conceptualize relationship-marketing paradigms.Relationship marketing refers to a wide range of ‘relationship type strategies’ that have developed over the past few decades in product as well as service markets and in consumer as well as business to business sectors. The antecedents of RM go to Industrial marketing and Services marketing. RM found ready acceptance in a marketing world where it had become obvious that strategic competitive advantage could no longer be delivered on the basis of product characteristics alone and where corporate profitability was beginning to become associated with satisfying existing customers (John Egan, 2001). Relationship marketing as contrasted to transaction marketing involves relational exchanges that trace to previous agreements. There are four types of buyer-seller relationships –bilateral relationships, seller-maintained relationships,buyer-maintained relationships,discrete exchanges(Dwyer,Schurr and Oh 1987). For a firm relational exchanges could occur with goods suppliers, services suppliers, business units, employees, functional departments, intermediate customers, ultimate customers, competitors, nonprofit organizations, government (Hunt and Morgan 1994). Though conceptualizing relationship marketing accommodates all types of above mentioned relational exchanges, an adequate definition of relationship marketing for the purpose of this paper will relate to exchanges with intermediate customers and ultimate customers. For example, it is also stated that (Berry, 1983) ‘Relationship marketing is att racting, maintaining and - in multi service organizations –enhancing customer relationships’.In industrial marketing, relationship marketing is referred to as marketing oriented towards strong, lasting relationships with individual accounts (Jackson, 1985). From a sales management perspective, the term relationship marketing is applied to a number of different marketing activities ranging from consumerfrequency marketing programs to selling activities directed towards building partnerships with key business – to – business customers (Weitz and Bradford, 1999). In developing long term relationships with channel members, it is stated (Anderson and Weitz, 1989) that such relationships combine the advantages of vertically integrated distributed systems (control and coordination), with the advantages of systems utilizing independent channel members (flexibility, scale economies, efficiency and low overhead). They also state that channel relationships are dependent on (1) continuity of relationship (2) trust and (3) communications.Many global packaged goods manufacturers regard resellers (wholesalers, retailers) as their customers. The literature cites the case of Proctor and Gamble who regard retailers as their customers and Intel which has built its business around OEM customers (Webster Jr., 2000). Consequently developing relationships with resellers is also an important part of RM effort in marketing strategy process. The relationship between manufacturer, reseller and consumer as shown below is a three-way relationship.In such a context, the manufacturer and reseller are in a partnership relationship that includes competition and conflict (Webster Jr., 2000). Both manufacturer and reseller deliver value to consumer. In this three-way relation, the quality of relationship for any single player depends on the quality and strength of relationship between the other two.Other authors have noted multiple uses of the term RM (Brodie et. Al, 1997). They suggested RM be applied at four levels. At the first level, RM is atechnology-based tool of database marketing. At a second level, RM focuses on relationships between businesses and its customers with an emphasis of customerretention. At a third level, RM is a form of ‘customer partnering’ with buyers cooperatively involved in the design of the product or service offering. At a fourth and broadest level, RM was seen as incorporating everything from databases to personalized services, loyalty programs, brand loyalty, internal marketing,personal/social relationships and strategic alliances.A number of terms have been used as substitutes for relationship marketing or to describe similar concepts (Buttle, 1996). These include direct marketing, database marketing, customer relationship management, data driven marketing, micromarketing, one-to-one marketing, loyalty based marketing, segment of one marketing, customer partnering, dialogue marketing and interactive marketing. All this suggests that RM is also an umbrella philosophy for relational approaches in marketing. To succeed in RM, a company must have both a flow of new customers and there must be a restriction on customers exiting (Leaky Bucket Theory). Though RM has a dual focus on both acquisition and retention strategies, it is retention strategies that are given more prominence. It has been proposed that dual benefits of customer retention (Buttle, 1996) are: (a) existing customers are less expensive to retain than to recruit, (b) securing a customer’s loyalty over time produces superior profits. Acquisition costs include (1) personal selling (2) commission payments (3) direct costs and indirect costs of detailed information gathering (4) supply of equipment (5) advertising and other communications expenditure.Different models are suggested in literature for different relational stages in RM. One model (Dwyer, 1987) suggests that the stages are – Awareness, Exploration, Expansion, Commitment. A second model (Payne, 1995) suggests that the stages are –Prospects, Customers, Clients, Advocates, Members, Partners. A third model (Kotler, 1997) suggests that the stages are – Suspects, Prospects, First time customers, Repeat customers, Clients, Advocates, Members, Partners.There must be two characteristics present for an exchange situation to be described as a relationship (Barnes and Howlett, 1998). These are: (1) the relationship is mutually perceived to exist and is acknowledged as such by both parties, (2) the relationship goes beyond occasional contact and is recognized as having some special status. Inclusio n of ‘status recognition in a relationship’ puts a doubt whether a relationship could be developed with for example a local supermarket. The existence of special status is less obvious in consumer markets.Three characteristics are important for customers to desire continuity with thesame provider. These are variability, complexity, involvement (Berry, 1995). The author says that relationship marketing occurs at three levels. Level one relationship marketing relies primarilyon pricing incentives to secur e customers’ loyalty. However the sustainability of competitive advantage is minimal on this level one, as pricing moves can be matched quickly. Level two relationship marketing relies primarily on social bonds, though pricing is still a vital element. This involves personalization and customization of the relationship. Level three relationship marketing relies on structural solutions to customer problems, such as Federal Express providing computer terminals in offices of high volume customers.From the above discussion, for the purpose of this paper, RM is defined as the identification, establishment, maintenance, enhancement, modification and termination of relationships with customers / consumers to create value for customers and profit for organization by a series of ongoing exchanges that have both a history and a future. Such exchanges are called relational exchanges.关系营销的本质关系营销的核心是交换，即交换所涉及的各方利润。

4P营销策略和营销渠道外文文献翻译2014年译文3000多字

4P营销策略和营销渠道外文文献翻译2014年译文3000多字XXX of any business that aims to reach its target market and achieve XXX market a product or service。

businesses must XXX audience.Marketing StrategyA XXX It involves identifying the target market。

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n commercials。

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and social media。

合作营销策略的英语

合作营销策略的英语Cooperative Marketing StrategyCooperative marketing, also known as co-marketing, is a strategic marketing initiative where two or more companies collaborate to promote a product or service. This type of partnership allows businesses to combine their resources, expand their reach, and achieve mutual benefits. Here are some key components of a successful cooperative marketing strategy:1. Identify the Right PartnerThe first step in cooperative marketing is to identifythe right partner. Look for businesses that complement your brand and target the same or similar customer base. For example, a sports apparel company may partner with afitness equipment manufacturer to reach fitness enthusiasts.2. Set Clear ObjectivesBefore entering into a cooperative marketing agreement,it's important to set clear objectives and goals for the partnership. Whether it's increasing brand awareness,driving sales, or reaching a new market segment, bothparties should be aligned on what they want to achieve.3. Leverage Each Other's StrengthsOnce the partnership is established, leverage eachother's strengths to create a compelling marketing campaign. This could involve sharing resources such as customer data, marketing assets, or expertise in a particular area.4. Co-create Compelling ContentContent is a crucial aspect of cooperative marketing. Collaborate with your partner to co-create compelling content that resonates with your shared audience. Thiscould be in the form of blog posts, social media posts, videos, or even joint webinars.5. Cross-promotionCross-promotion is a powerful tactic in cooperative marketing. Promote each other's products or servicesthrough your respective marketing channels, such as email newsletters, social media, or in-store promotions.6. Measure and Analyze ResultsIt's essential to measure the effectiveness of the cooperative marketing efforts. Track key metrics such as website traffic, lead generation, and sales conversions to evaluate the impact of the partnership.7. Build Long-Term RelationshipsSuccessful cooperative marketing is not just about aone-off campaign but about building long-term relationships. Continuously communicate with your partner, seek feedback, and explore new opportunities for collaboration.合作营销策略合作营销，也被称为共同营销，是一种战略营销举措，两个或更多公司合作推广产品或服务。

营销策略英文翻译

营销策略英文翻译《The Art of Marketing Strategy》Marketing strategy is a crucial aspect of any business, and it plays a key role in determining the success or failure of a company. With the ever-changing marketplace and increasing competition, businesses need to constantly refine and adapt their marketing strategies in order to stay ahead.A good marketing strategy encompasses a wide range of elements, including market research, target audience identification, brand positioning, and promotional tactics. It requires a deep understanding of consumer behavior, market trends, and industry dynamics. A well-crafted marketing strategy not only helps in reaching out to the right audience but also in creating a strong brand image and driving sales.One of the most important aspects of a marketing strategy is to identify the target audience and understand their needs and preferences. This includes conducting thorough market research to gain insights into consumer behavior, purchasing patterns, and demographics. Armed with this information, businesses can tailor their products or services to meet the specific needs of their target audience and create compelling marketing messages that resonate with them.Another crucial element of a marketing strategy is brand positioning. This involves defining the unique selling proposition of a company and differentiating it from the competition. A strong brand positioning strategy helps in creating a distinct brandidentity and building a loyal customer base.In addition to understanding the target audience and brand positioning, a successful marketing strategy also involves selecting the right promotional tactics. Whether it's advertising, public relations, social media, or content marketing, businesses need to choose the right mix of promotional channels to effectively reach their target audience and drive engagement.Furthermore, a good marketing strategy is also flexible and adaptable. It needs to be able to evolve with the changing market trends and dynamics. Continuous monitoring and analysis of the market, consumer feedback, and competitive landscape are crucial for making necessary adjustments to the marketing strategy.In conclusion, a well-crafted marketing strategy is essential for any business looking to succeed in today's competitive marketplace. It requires a deep understanding of the target audience, brand positioning, and promotional tactics, as well as the ability to adapt and evolve. With the right marketing strategy in place, businesses can create a strong brand presence, drive sales, and stay ahead of the competition.。

营销策略的英文

营销策略的英文《The Art of Marketing Strategy》Marketing strategy is essential for the success and growth of any business. It involves a set of plans and actions that a company uses to promote its products or services to its target audience. In today’s competitive and ever-changing market, having a well-thought-out marketing strategy is crucial for staying ahead of the competition and reaching your business objectives.One of the key aspects of a successful marketing strategy is understanding your target audience. By knowing their needs, wants, and preferences, you can tailor your marketing efforts to effectively reach and engage with them. This can include creating targeted advertising campaigns, developing relevant content, and using the right channels to reach your audience.Another important element of a marketing strategy is differentiation. In a crowded marketplace, it’s important for a company to stand out from the competition. This can be achieved by highlighting the unique features and benefits of a product or service, and communicating the value it brings to the customer. By creating a strong and distinctive brand, a company can build a loyal customer base and establish a competitive advantage. Furthermore, an effective marketing strategy involves setting clear and measurable goals. By having specific objectives, such as increasing sales, expanding market share, or improving brand awareness, a company can focus its efforts and track its progress. This allows for a more targeted and efficient use of resources, andhelps to determine the success of the marketing strategy.In today’s digital age, a successful marketing strategy also includes utilizing online channels and social media platforms. With the majority of consumers using the internet to research products and services, having a strong online presence is crucial for reaching and engaging with potential customers. This can include creating a user-friendly website, running targeted online advertising campaigns, and using social media to connect with and build relationships with customers.In conclusion, a well-planned and executed marketing strategy is essential for the success of any business. By understanding your target audience, differentiating your brand, setting clear goals, and utilizing online channels, a company can effectively promote its products or services and achieve its business objectives. The art of marketing strategy lies in creating a plan that adapts to the changing market dynamics, connects with the target audience, and del ivers on the company’s objectives.。

营销策略外语怎么写

营销策略外语怎么写In today's highly competitive business landscape, an effective marketing strategy is crucial for the success and growth of any organization. When it comes to marketing strategies, communicating effectively in foreign languages can open up new opportunities and enable businesses to reach a wider audience. Here are some key points to consider when formulating a marketing strategy that involves foreign languages:1. Market Research: Before venturing into a new market or targeting a particular foreign language-speaking audience, conduct thorough market research. This includes understanding the cultural nuances, consumer behavior, and market trends specific to that language or region. A comprehensive analysis will help tailor the marketing strategy accordingly.2. Localization: Simply translating marketing materials from one language to another may not be enough. Localization involves adapting the content, design, and messaging to suit the cultural preferences and sensitivities of the target audience. This could mean using region-specific references, idioms, or even redesigning the marketing collateral to align with local tastes.3. Multilingual Website: A website is often the first point of contact for potential customers. Offering a multilingual website not only enables better user experience but also showcases the company's commitment to serving diverse customers. It is essential to ensure that the website is professionally translated and localized, with proper SEO implementation to rank well on search engines in various languages.4. Social Media Marketing: Utilize social media platforms popular in the target market to engage with the local audience. Create content in different languages, post regularly, and interact with followers to build a strong online presence. It may be beneficial to collaborate with influencers or experts who can promote the brand to a specific language-speaking community.5. Paid Advertising: Invest in paid advertisements on search engines and social media platforms to enhance brand visibility. Analyze demographic data and target the relevant language-speaking audience through keyword selection, language targeting, and ad placements. Regularly monitor and optimize campaigns to maximize ROI.6. Influencer Marketing: Collaborate with influential figures or local celebrities who resonate with the target audience. This can help create brand awareness and establish credibility within the foreign language-speaking community. Ensure that the influencer's content aligns with the brand image and the messages are accurately translated.7. Customer Service: Providing excellent customer service is vital in any marketing strategy. Train customer service representatives to handle inquiries or complaints in different languages effectively. Prompt and accurate responses in the customers' preferred language can significantly enhance customer satisfaction and loyalty.8. Analytics and Evaluation: Monitor the outcome of marketingefforts and analyze data regularly to measure the effectiveness of the strategy. Assess key performance indicators such as website traffic, engagement rates, conversion rates, and customer feedback in different languages. Use this data to make informed decisions and identify areas for improvement.Remember, a successful marketing strategy involving foreign languages requires ongoing effort, cultural sensitivity, and flexibility. By employing these considerations, businesses can effectively connect with foreign language-speaking markets, drive engagement, and ultimately boost their bottom line.。

4P营销组合营销策略外文文献翻译

文献出处：Singh M. Marketing Mix of 4P’S for Competitive Advantage[J]. Gifts & Decorative Accessories, 2016, 3(6):40-45.英文字符数：20371，译文字数：5167第一部分为译文，第二部分为原文。

默认格式：中文五号宋体，英文五号Times New Roma，行间距1.5倍。

4P营销组合提高企业竞争优势摘要：企业再推出产品之前应该考虑下营销组合的四个变量，即产品，价格和渠道和促销。

这四个变量有助于企业制定竞争优势所必需的战略决策。

本文的主要目的是描述营销组合中各个变量在企业提高市场竞争优势中的关系。

营销组合包括产品营销组合和服务营销组合。

产品营销组合一般由产品，价格，渠道和促销组成，通常用于有形商品的营销组合。

然而，服务营销组合还与另外三个变量相关，例如人员，服务过程和有形展示。

当NeilH.Borden 在1964年发表了他的“营销组合概念”的文章时，营销组合一词开始流行起来。

营销组合的特征是四个同样重要的变量。

第一步是制定营销计划的产品计划，产品计划有三个部分，即核心产品，增值产品和第三产品。

不仅与产品有关的决定，还包括价格相关的决定，如统一价格是否收费或不同价格的不同价格将在同一产品在不同市场收取。

第三个变量是“渠道”，它与产品销售的决定有关。

“促销”涉及增加销售额。

营销组合涉及到哪些产品将以特定价格提供的决策，相同的产品将根据不同的市场使用不同的价格，营销经理必须考虑不同因素的影响根据4P分类来确定产品的营销组合。

关键词：营销组合，产品，价格，渠道，促销，竞争优势1 引言营销组合是企业用来销售其商品和服务的不同营销决策变量的组合。

在确定市场并收集有关市场的基本信息后，下一步是市场规划的方向，以满足客户的需求和竞争对手的挑战。

它提供了所有营销变量的最佳组合，使企业能够实现利润，销售量，市场份额，投资回报等目标。

中小企业网络营销战略外文文献翻译2013年译文3000多字

中小企业网络营销战略外文文献翻译2013年译文3000多字XXX "Strategic ork Marketing in SMEs" by Jones。

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SMEs can leverage the expertise and resources of their partners to improve their own products and services。

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