市场营销--英语论文
毕业论文市场营销外文文献翻译
Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework，a management model for cultural services （relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–，the model is structured on the basis of two large types of relationships in the management of a cultural organization：instrumental relationships and group relationships。
The paper is an in—depth study of relationships regarding performing arts audience。
A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain.Keywords：Cultural marketing erforming arts services relationship marketing1. INTRODUCTION：The most recent literature on marketing management is demonstrating a revolutionary change in both form and content, which，undoubtedly，will result in several research projects in the short term aimed at shedding some light on this dilemma。
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。
关于营销的英文作文
关于营销的英文作文Marketing is all about understanding your audience. You need to know who they are, what they like, and what they need. Without this understanding, your marketing efforts will fall flat.One of the most important aspects of marketing is creating a strong brand. Your brand is what sets you apart from your competitors and makes you memorable to your customers.In today's digital age, social media is a crucial tool for marketing. It allows you to reach a large audience quickly and easily. However, it's important to use social media strategically and not just for the sake of it.Another key aspect of marketing is storytelling. People love a good story, and if you can tell a compelling one about your brand, you'll be able to connect with your audience on a deeper level.In the end, marketing is all about building relationships with your customers. You need to show them that you understand their needs and that you're there to help them. This is what will keep them coming back to you time and time again.。
市场营销管理_英语论文及译文
市场营销管理_英语论文及译文Multi-dimension Benefits Lead to Brand ExtensionThe traditional view of marketing is that marketers used to succeed by providing superior products and other distinctive functional benefits. But today for such benefits can readily be imitated. Marketers must therefore find new ways of differentiating their products and services by identifying new customer benefits from the customer’s view. Basing on this background, some companies emphasize process benefits and relationship benefits or integrate them with functional benefits to reshape the three benefits combination to attract the consumers who value these new types of benefits as highly as functional ones. The basis for creating successful marketing strategies has expanded to three dimensions and consequently leads to brand extension.This essay aims at make a brief discussion on these issues. Process benefits and relationship benefits are critically analyzed firstly. Then maximizing value creation by identifying new customer benefits from the customer’s cognitive space will be evaluated. Additionally, relevant brand differentiation and brand extension, the key to competitive advantage, will be assessed. In general, brand benefits deriving from adding dimensions to single functional benefits and resulting in strong brand ripple effect, are running through the whole article as a main clue.Today’s marketplace is fundamentally different as a result of major societal forces that have resulted in many new consumer and company capabilities (Kotler and Kevin, 2009). Consumers now tend to pursuit more convenience, pleasantness in consumption process except for high quality products and service. Their needs and wants, also says the consumers value, have expanded and updated to multi-dimensions including process benefits which make transactions between buyers and sellers easier, quicker, cheaper, and more pleasant and relationship benefits which reward the willingness of consumers to identifyopportunities and challenges, and marketing management has change significantly in recent years as companies seek new way to achieve marketing excellence (Kotler and Keller, 2009). Because a buyer’s satisfaction is a function of the product’s perceived performance and the buyer’s ex pectations. Swanson and Kelley (2002) pointed out that high consumer satisfaction has many benefits for the firm, such as increased consumer loyalty, enhanced firm reputation, reduced price elasticities, lower costs of future transactions, and higher employee efficiency.Under this circumstance, in order to occupy market and achieve maximum profits, many companies began to rethink their strategies for future growth. In response to consumers’ multi-dimensions needs, it is important for companies to gain a thorough indepth consumer understanding which helps to make sure that the right products are marketed to the right consumers in the right way. To do this, the first step is market segmentation according to the consumer extending needs. A market segment consists of a group of customers who share a similar set of needs and wants (Kotler and Keller, 2009). The core is to format corresponding branding extension to attract the consumers’ multi-dimensions needs.One research shows that consumers can be segmented by all three dimensions of benefit (functional, process, and relationship benefits) to create more complex and powerful maps of preferences. The size and nature of the important clusters vary substantially (Court et al.). So it is necessary and beneficial that a company needs to identify which market segments it can serve effectively. The most savvy marketers have fashioned hundreds of functional, process, and relationship combinations and identified a similar number of distinct consumer segments that might be attracted to them. A cell phone manufacturer looking for promising offerings in several profitable markets, for example, established cross-functionalcustomer segment panels. With this information in hand, it was truly meeting the needs of target customer segments in critical markets (John et al., 2006). Such decisions require a keen understanding of consumer behavior and careful strategic thinking. The identification of customer needs in order to serve and build the value of customer segments is a major challenge that marketers encounter (Johnson and Schultz, 2004).Rather than creating the segments, the marketer’s task is to establish and delive r the distinctive benefits of the companies’ market offering to the exact segmentation. The choice of corresponding benefits to communicate and emphasize would seem to be especially important in situations where consumers may vary widely in the benefits sought and evaluate brands rather than products (Orth et al., 2004).In addition, the competitive advantage of successful products and service providers is often explained with a logic wherein offering contributes to customer value, resulting in increased satisfaction and behavioral intentions, eventually creating loyalty that manifests itself in enhanced profitability (Cronin et al., 2000; Slater and Narver, 1994; Wang et al., 2004). For example, Starbucks offers added cultural value to attract customers; BMW, Audi, and any other automobile companies, locate four ‘s’ stores in China to offer a comprehensive after-sale service and strengthen the brand image (Fisk, 2006).In another words, the more important thing for companies is put forth a customers value proposition, a set of distinctive benefits or benefits combinations they offer to customers to satisfy their cognitive needs. From the company's perspective, these buying motives should be captured in a customer value proposition (CVP), making it a strategic priority issue in areas such as segmentation, service development, and marketing communications (Rintamäki et al., 2007).According to the view of Anderson (et al., 2006), in order to differentiate itself from its competition, the company needs to have points of difference in its value proposition. In general, identifying customer value propositions begins with understanding the key dimensions of customer value that motivate the targeted customers, and development of customer value propositions benefits from hierarchical evaluation and combining of economic, functional, emotional, and symbolic customer value dimensions (Rintamäki et al., 2007). Foe example, creating functional value is often associated with products that meet the target customers' needs, and processes that increase convenience at different stages of the shopping experience (Seiders et al., 2000). Tesco is a British retailer that has gained competitive advantage by creating superior value for its customers. Tesco's customer-focused commitment to provide customers value is summarized in the company's value proposition “Every little helps,” which is successfully communicated to customers as well as the employees.It is commonly acknowledged that effective marketing communications must recognize the relationship between a product/a brand and the consumption values or benefits consumers seek (Sheth et al., 1991). Because consumers can vary greatly in their value composition, they may seek a range of different benefits from products and brands and hence will react differently to marketing communications emphasizing selected brand benefits (Orth et al., 2004). So from a managerial point of view, extensions are more powerful when they are connected to the customer relationship and brand positioning (Davis and Halligan, 2002).It is clear that that every organization needs to develop strong brands as an essential part of their business strategy (Kay, 2006). It has been accepted that strong brand is a very important factor for a company to win the competition. Good brands make them win customer loyalty, and loyal customers will cost lessto retain and service (Cheverton, 2000). It is an expression of competitive advantage. A brand is thus a product or service whose dimensions differentiate it in some way from other products and services designed to satisfy the same need (Kotler and Keller, 2009). From the customer's point of view, a brand can be defined as the total accumulation of all his/her experiences, and is built at all points of contact with the customer (Kapferer, 2004).To a successful branding marketer, it is vital to realize that customers must see any competitive advantage as a customer advantage. A strong brand identity that is well understood and experienced by the customers helps in developing trust which, in turn, results in differentiating the brand from competition. A company needs to establish a clear and consistent brand identity by linking brand attributes with the way they are communicated which can be easily understood by the customers (Ghodeswar, 2008). Southwest airlines gave a good example. Southwest airlines distinguished itself as a “fun” airlines and adopted “the first-come, first-served opini ng seating”. Southwest airlines is now the nation’s largest airline in terms of passengers flown and holds the distinction of being the only low-fare airline to achieve long-term financial success.Apart from that, effective brand extensions play a key role in the innovation and it is accepted by more and more companies. The established brand can easily be retrieved from memory and the extended brand can be more accessible than individual brands. Extensions are more powerful when they are connected to the customer relationship and brand positioning (Davis and Halligan, 2002).Meanwhile, McQuiston (2004) pointed out firms endeavor to create some form of brand distinctiveness to avoid their products being viewed as commodities. Coca-Cola and Pepsi-Cola have managed to maintain their brand differentiation, irrespective of the similarities of their physical product. In other words, differentiated brands can be based on a feature, service, program or ingredient (Aaker, 2003).In conclusion, consumers become much more dynamic than ever before, because of the constantly changing conditions and environments. Similarly, consumer behavior has made a tremendous changes compared with the past one. Mowen and Mino (2000) describe consumer behavior is defined as the study of the buying units and the exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences and ideas. Incremental income and knowledge makes consumers’ consumption concepts and self-concepts become mature.Consequently, these changes profoundly impact on the consumer attitudes and behaviors to the traditional marketing. How to keep the consumer loyalty in these conditions is one of the challenges faced to the marketers. The traditional view of marketers being used to succeed by providing superior products and other distinctive functional benefits doesn’t work. As a result, the traditional commercial criteria and principles are facing with new challenges. This circumstance have driven more and more marketers to treat brand benefits deriving from adding dimensions to single functional benefits as their core of marketing programs. Firms often try to exploit their existing well-established brands by extending them into new product categories (Wu and Yen, 2007). Brand benefits integrate both functional benefit and process and relationship benefit i.e. emotional benefits that are relevant to the consumer, build on concrete and abstract attributes, are sufficiently known, and are perceived to be different from competition. Just as CEO of BP Browne said: in a global marketplace, branding is crucial in attracting customers and business. It is not just a matter of a few gas stations or the underpin everything that you do and every relationship that you have (Wheeler, 2003).Through launching new products under the parent brand, brand managers may gain several advantages: Not only are new products launched effectively andcost-efficiently, but the extended brand product may also help revitalize the parent brand or flagship products (Supphellen et al., 2004). From this point of view, marketing in three dimensions also means branding in three dimensions, which represents an opportunity to extend what a brand represents beyond narrow functional lines—and to gain leverage by doing so. This expansion of the branding space derived from adding dimensions to single functional benefits represents an enormous opportunity and may lead to marketing success. Therefore, any companies who want to survive and develop in this high competition marketing world should always keep consecutive efforts in establishing brand benefits and implementing brand extension.Words count: 2158REFERENCES:Aaker, D.A. (2003) The power of the branded differentiator. MIT Sloan Management Review, 45 (1), pp.83-7.Anderson, J.C., Narus, J.A., and Van, R. W. (2006) Customer value propositions in business markets. Harvard Business Review, 84 (3), pp.91-97.Chailan,C. (2008) Brands portfolios and competitive advantage: an empirical study. Product & Brand Management, 17 (4), pp. 254-264./Insight/ViewContentServlet?contentType=Articl e&Filename=Published/EmeraldFullTextArticle/Articles/0960170405.htmlCheverton, P. (2000) Key Marketing Skills: A Complete Action Kit of Strategies, Tools & Models, Kogan Page, 2000,292.Cronin, J.J., Brady, M.K., Hult, G.T.M. (2000) Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), pp.193-218.Davis, S., Halligan, C. (2002) Extending your brand by optimizing your customer relationship. Consumer Marketing, 19(1), pp.7-11.Ghodeswar, B. M. (2008) Building brand identity in competitive markets: a conceptual model. Journal of Product & Brand Management, 17(1), pp.4-12. /Insight/ViewContentServlet?contentType=Articl e&Filename=Published/EmeraldFullTextArticle/Articles/0960170101.htmlJohnson, C.R., Schultz, D.E. (2004) A focus on customers. Marketing Management, 13 (5), pp.20-72.Kapferer, J.N. (2004) Brand NEW world, brand equity. The Economic Times, 30.Keller, K. (2003) Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Reserch, 29(3).Keller, K.L. (2003b) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd ed., Pearson Education, Harlow, pp.351.Kotler, P. and Keller, K. L. (2009) Marketing management. In Ledward, R. and Moran, F. Economics and Marketing, Edinburgh Gate: Pearson Education Limited, P154.Kotler, P., Keller, K. L. (2008)Marketing Management. Pearson Custom Publication.p.360.Mark, J. K. (2006), Strong brands and corporate brands. European Journal of Marketing, 40(7/8), pp.742-760./Insight/ViewContentServlet?contentType=Articl e&Filename=Published/EmeraldFullTextArticle/Articles/0070400702.htmlMcQuiston, D.H. (2004) Successful branding of a commodity product: the case of RAEX LASER steel. Industrial Marketing Management, 33(4), pp.345-54.Mowen, J., Minor, M.S. (2000) Consumer Behavior: A Framework. New Jerse: Prentice—Hall, Inc.,Orth, U. R., M, Mina., Shellhammer, T., and Lopetcharat, K. (2004) Promoting brand benefits: the role of consumer psychographics and lifestyle. Journal of Consumer Marketing, 21 (2), pp. 97-108./Insight/ViewContentServlet?contentType=Articl e&Filename=Published/EmeraldFullTextArticle/Articles/0770210202.htmlReid, M. (2008) Contemporary marketing in professional services. Services Marketing, 22 (5), pp. 374-384.Rintamäki, T., Kuusela,H., and Mitronen, L. (2007) Identifying competitive customer value propositions in retailing. Managing Service Quality, 17(6), pp. 621-634./Insight/ViewContentServlet?contentType=Articl e&Filename=Published/EmeraldFullTextArticle/Articles/1080170602.htmlSeiders, K., Berry, L.L., and Gresham, L.G. (2000), Attention, retailers! How convenient is your convenience strategy?. Sloan Management Review, 41(3), pp.79-90.Sherrington, M. (2003) Added Value: The Alchemy of Brand-Led Growth, Palgrave Macmillan, Basingstoke, pp. 21-49 .Supphellen, M., Eismann, Ø., Hem, L. (2004) Can advertisements for brand extensions revitalize flagship products? An experiment., International Journal of Advertising, 23 (2), pp.173-96.Swanson, S.R. and Kelley, S.W. (2001) Service recovery attributions and word-of-mouth intentions. Marketing, 35 (1/2), pp.194–211.Vargo, S.L., Lusch, R.F. (2004), Evolving to a new dominant logic for marketing. Journal of Marketing, 68 (1), pp.1-17.Wheeler, A (2003) Designing Brand Identity. John Wiley & Sons, Inc.Wu, C. and Yen, Y. (2007), How the strength of parent brand associations influence the interaction effects of brand breadth and product similarity with brand extension evaluations. Product & Brand Management，16(5),pp.334-341.Bibliography:Dibb, S., Simkin, L., Pride, W. M., and Ferrell, O. C. (2001) Marketing:concept and strategies. 4th ed.,New York: Houghton Mifflin.Anderson, J. C., Narus, J. A., and Narayandas, D. (2008) Business market management. 3rd ed., Pearson Education Ltd..Kotler, P., Keller, K. L. (2008)Marketing Management. Pearson Custom Publication.译文：多维利益引起品牌延伸传统的营销观念是卖主通过提供优质的产品或者其他特殊的功能性利益来成功进行营销。
市场营销论文中英文外文翻译文献
市场营销论文中英文外文翻译文献中英文外文翻译文献The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce anymeasurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will berecognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintainlong-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and targetmarkets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality,quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: thetraditional advertising and marketing staff. In traditional advertising,consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory onnetwork application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possibleto meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play animportant role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computercomponents of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of newcustomers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, thecompany is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production ofsteel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。
市场营销英文文献原文
Exploring sport brand development strategies to strengthen consumer involvement with the product——The case of the Australian A-League1. Theoretical framework and literature review1.1. Theoretical frameworkThe Psychological Continuum Model (PCM) functioned as the theoretical framework to guide our understanding of how consumers connect with sport leagues. The PCM represents a theoretically sound framework that has been applied to understa nd consumers’ connection with sport brands . Within the PCM, it is conceptualised that external factors, such as socialising agents, and internal factors, such as consumers’ psychological needs, interact with each other and influence evaluative processes. Evaluative processes are largely determined by consumers’ prior knowledge and involvement. These processes include motivation, perception, learning and memory, which each influence the evaluation of the internal and external factors and, therefore, create psychological and behavioural outcomes, such as involvement or game attendance.1.2. Market and product growth strategiesPrevious research indicates that four basic strategies are available to sport organisations wishing to grow their market and enhance their product. The four strategies are market penetration, market development, product development and diversification. Each strategy describes a distinct approach that generates a unique outcome. Therefore, organisations decide their growth strategies based on specific organisational goals and objectives. The four basic strategies are reviewed in this section with a focus on their application to sport leaguesThe first strategy is market penetration, which is concerned with increasing the number of sales to existing or new customers .Typically, the market penetration strategy seeks to increase sales through advertising and promotional campaigns. In the sport context, market penetration can be implemented through television advertising campaigns, social media engagement or 2-for-1 promotions (e.g., Shilbury et al., 2009). An example for league market penetration is the A-League’s ‘‘We Are Football’’ campaign, which was designed to engage a core consumer segment of the league (Fourfourtwo, 2011). Thus, the market penetration strategy provides league consumers with increased exposure to the core product.The second strategy is market development, which involves extending the product to new markets (Ansoff, 1957). The market development strategy seeks to gain new consumers through expansions into new markets designed to increase the overall reach of the product or service. In the sport context, market development is usually implemented through league expansion, where new team s are added to a league’s roster in regions that have been identified as strategically important . An example for league market development is provided by the introduction of new clubs from previously unrepresented regions to the AFL. Therefore, the market development strategy provides consumers in new geographical regions with the opportunity to consume the league’s core product.The third strategy is product development, which is undertaken when the organisation modifies the characteristics of its core product to appeal to existing or new customers (Ansoff, 1957). The product characteristics are generally modified and adapted to better serve consumers’ wants and n eeds. In the sport context, product development is usually implemented via the modification of rules, or small changes in the structure of the competition (e.g., Stewart et al., 2005).An example of league product development where an existing product is modified is the designated player (MLS) or marquee player rule (A-League), which has allowed clubs to sign star players such as David Beckham (MLS) and Alessandro Del Piero(A-League). An example of league product development where a new product is introduced is the introduction of Twenty20 Cricket, which is a shorter and more exciting form of cricket aimed at making the game more attractive to spectators. Thus, the product development strategy allows leagues to alter characteristics of their core product to appeal to new and existing consumers.The fourth strategy is diversification, which consists of the organisation modifying the characteristics of the product and targeting a new market (Ansoff, 1957). Diversification involves investments in new business interests and the development or acquisition of external assets. In the sport context, diversification may be achieved through investment portfolios and by entering into partnerships or takeovers of related leagues or other assets in new markets . Diversification can be classified as vertical, horizontal or lateral diversification depending on the position of the new asset in the new asset is at the same stage within the value chain (cf. Porter, 1991) as the existing asset, the organisation is using horizontal diversification to expand their portfolio. An example for horizontal league diversification is Major League Baseball’s (MLB) investment in the Australian Baseball League (ABL) in 2009, which made the MLB a majority shareholder (75%) of the ABL. If the new asset is at a later stage within the value chain, the organisation is using forward vertical diversification. An example for forward vertical league diversification is the National Basketball Association (NBA) establishing NBA TV in 1999, which is a cable network sports channel dedicated to the sport of basketball. If the new asset is at an earlier stage within the value chain, the organisation is using backward vertical diversification. An example for backward vertical league diversification would be if the MLB acquired Majestic Athletic, which is the exclusive provider of all MLB team jerseys. If the new asset is beyond the industry to which the organisation belongs or beyond the organisation’s core competencies, the organisation is using lateral diversification. An example of lateraldiversification would be if MLB invested in a zoo. Although diversification strategies may or may not gain new consumers for the leagues, they can be implemented to gain valuable resources, such as access to a pool of players, staff T. Therefore, the diversification strategy provides leagues with additional assets and new consumers, resulting in economic benefits for the organisation.Overall, these four basic strategies provide sport leagues with a framework to grow their market and product. A sport brand can select one of the four strategies, or it can combine strategies depending on the circumstances. The discussion of the four basic strategies provides a general overview on the possible growth strategies available to sport leagues. Although these examples of product and market growth strategies provide insights on how organisations can grow, to date no information exists regarding whether they also represent brand development strategies that are effective in enhancing the brand from a consumer’s perspective. From a conceptual perspective, it is likely that the above strategies may be relevant for not only market and product development applications, but also in instances where overall brand development is the desired outcome. Although Ansoff’s (1957) strategies theoretically should apply to brand development, opportunities exist to provide empirical evidence of such applicability and also how relevant these strategies are to sport brands. Whilst sport management scholars have briefly discussed how the four strategies relate to sport brand development, this research remains conceptual and has thus far excluded the consumers’ perspectiv e. This distinction is important given brand performance is based on the consumer’s perception of the brand rather than the consumers’ perception of the organisationThe current research sought to capitalise on the above opportunities by assessing sport brand development strategies as recommended by consumers. Such research that considers theperspective of the consumer is important to build on existing conceptual research and to assess the applicability of product and market growth strategies as brand development strategies. Given that strategic brand development is necessary for a sport league to satisfy its consumers’ wants and needs, the purpose of this study was to explore sport brand development strategies from a consumer perspective. Specifically, thefollowing research question guided this study: Research Question: What are the brand development strategies that sport leagues can implement to strengthen their consumers’ involvement with the product?2. MethodsWe used a case study approach to explore sport brand development strategies from a consumer perspective within the context of a professional sport league. In particular, knowledgeable existing consumers of the Australian A-League were consulted to provide feedback on their assessment of the league management and how the league could improve their experience. The rationale was to collect data from highly involved consumers given that they possess knowledge of the league and are thus likely to understand how the league can improve the consumer experience. With this study, we did not aim to identify themes that are applicable to all sport leagues given that consumer perceptions of brands are socially constructed and context dependent . However, we aimed to utilise knowledge gained from the context of one specific sport league to foster the understanding of sport brand development strategies broadly. We would like to acknowledge that each sport league is unique and findings of this study may not be applicable to other sport leagues.3. ContributionsFour main contributions to existing sport management literature are derived from the current study. The first contribution is relatedto improving strategic sport brand development knowledge. Kunkel et al. (2014) indicated that leagues needed to strategically manage their brand development, yet they did not explain how leagues might achieve this aim. The current study indicates the sport brand development potential of three market and product growth strategies.Knowledgeable consumers suggested league management and marketing actions, representing market penetration, market development and product development strategies, could be employed by the A-League to better satisfy their wants and needs, and the wants and needs of new consumers. Therefore, the current findings add to previous research by uncovering strategic sport brand development options.The second contribution is related to brand association knowledge. The authors examined sport brand development strategies from a consumer perspective. Strategic brand development as recommended by consumers enables leagues to alter their character istics and consequently better serve consumers’ wants and needs. As a result, consumers’ brand associations towards the league may change positively and align more closely with consumers’ personal values and beliefs. This may influence an internalisation process and initiate a stronger connection between consumers and the league. Thus, uncovered sport brand development strategies provide a useful tool for managers to influence consumers’ brand associations.The third contribution is related to knowledge on the brand relationship between leagues and clubs . Findings support that league and club brand development are fundamentally related concepts and leagues and clubs are held closely together in the mind of the consumer. For example, the product development strategy represents a strategy that focuses on the development of brand associations consumers link with the league (e.g., Kunkel et al., 2014) or clubs that produce the league product (e.g., Gladden& Funk, 2001). This relationship has implications on the strategic brand development of the league and indicates that the league needs to provide a brand development framework that considers both league and club brand development. This is particularly important because some brand development strategies are moderated by the clubs. For example, the league may use a product development strategy by adjusting the salary cap to allow the signing of an additional marquee player. However, the implementation of this strategy is left to the individual clubs that have the freedom to decide whether they actually sign an additional marquee player, or not. Thus, the current study supports the close brand relationship between leagues and teams, which is determined by their brand architecture.The fourth contribution is related to market research sampling knowledge. The authors demonstrate that sport managers can consult opinion leaders to gain an improved understanding of how they can develop their brands to better cater to consumers with differing levels of involvement. Responses indicate that participants of this study are likely to represent opinion leaders who provided recommendations to improve the league experience for both highly involved consumers and less involved consumers. This highlights the potential role of socialisation agents and the value of engaging with developed consumers. According to social identity theory, these highly involved consumers are motivated to engage in actions designed to positively position their groups and thus represent a useful resource for sport brands seeking brand development. By implementing brand development strategies recommended by consumers, sport organisations are likely to both satisfy their highly involved existing consumers and attract consumers who have less developed connections. As the PCM is a developmental framework, highly involved consumers have themselves developed from lower stages and thus understand some of the factors and processes which led to their own involvement progression. Hence, these consumersprovide a data rich sample to gain understanding of strategies to satisfy the wants and needs of consumers with different levels of involvement.4. ConclusionIn this study a consumer perspective was adopted to investigate brand development strategies that are available to a sport league. Seven qualitatively identified themes represented three brand development strategies –market penetration, market development and product development –sport leagues can implement to better satisfy their consumers’ wants and needs and develop positive consumer-based brand associations. Findings of the study contribute to sport management literature in four ways.First, findings present brand development strategies managers can utilise to strategically position their brand as perceived by consumers. Second, the brand development strategies provide a useful tool for managers to influence consumers’ brand associations. Third, findings support a close brand relationship between leagues and their clubs. Fourth, findings illustrate how sport managers can capitalise on the opportunity to gather feedback from highly involved consumers to gain an understanding of the wants and needs of consumers with different levels of involvement. Overall, sport leagues are provided with knowledge on how to strategically develop their brand to better satisfy their consumers’ wants and needs.。
英语作文 市场营销
英语作文市场营销Marketing is all about understanding your customers and meeting their needs. It's not just about selling products, but about creating relationships and building trust.In today's competitive market, it's important to stand out from the crowd. This can be achieved through creative advertising, unique branding, and innovative strategiesthat capture the attention of consumers.Social media plays a huge role in modern marketing. Platforms like Instagram, Facebook, and TikTok allow companies to reach a wider audience and engage with customers in real-time. It's essential to stay active on these platforms and keep up with the latest trends.Customer feedback is invaluable in marketing. By listening to what customers have to say, companies can improve their products and services, and build a loyal customer base. It's important to always be open to feedbackand willing to make changes based on customer suggestions.In marketing, it's crucial to keep up with the competition. By analyzing what other companies are doing and staying informed about industry trends, businesses can stay ahead of the game and continue to grow and succeed.Ultimately, marketing is about connecting with people. Whether it's through a clever ad campaign, a personalized email, or a social media post, the goal is to create a bond with customers and make them feel valued. By putting the customer first, companies can build a strong brand and achieve long-term success.。
市场营销英语作文
市场营销英语作文Marketing is all about understanding your audience and finding creative ways to connect with them. It's not just about selling a product or service, but about building relationships and creating value for your customers.One of the most important aspects of marketing is understanding the needs and desires of your target audience. This means doing thorough research and really getting to know your customers. What are their pain points? What are their aspirations? By understanding these things, you can tailor your marketing efforts to resonate with youraudience on a deeper level.Another key aspect of marketing is storytelling. People love stories, and using storytelling in your marketing can be a powerful way to connect with your audience. Whetherit's through social media, video content, or traditional advertising, telling a compelling story can capture the attention and imagination of your audience.In today's digital age, it's also important to have a strong online presence. This means having a well-designed website, engaging social media profiles, and perhaps even a mobile app. Being where your customers are and providing them with valuable content and interactions online can help build brand loyalty and drive sales.In addition to understanding your audience and telling compelling stories, it's also important to be data-drivenin your marketing efforts. This means using analytics and metrics to track the performance of your campaigns and make data-backed decisions. By constantly analyzing and optimizing your marketing efforts, you can ensure thatyou're getting the best possible results.Overall, marketing is a dynamic and ever-evolving field that requires creativity, empathy, and a deep understanding of your audience. By staying on top of trends, being authentic in your storytelling, and using data to drive your decisions, you can create impactful marketingcampaigns that resonate with your audience and drive business success.。
英语作文市场营销
英语作文市场营销Marketing is all about connecting with your audience in the right way. It's about understanding their needs and wants, and finding creative ways to meet them. Whether it's through social media, email campaigns, or traditional advertising, the key is to engage with your customers on a personal level.In today's fast-paced world, consumers are bombardedwith messages from all directions. That's why it's so important to stand out from the crowd. You need to find a unique selling point that sets you apart from your competitors. Whether it's a catchy slogan, a memorable logo, or a quirky marketing campaign, you need to grab people's attention and make them remember you.Of course, marketing is not just about getting noticed– it's also about building relationships. You need tobuild trust with your customers, so they keep coming backfor more. This means delivering on your promises, providingexcellent customer service, and listening to feedback. By showing that you care about your customers, you can create loyal fans who will spread the word about your brand.In the digital age, data is king. By tracking and analyzing customer behavior, you can gain valuable insights into what works and what doesn't. This allows you to tailor your marketing efforts to better meet the needs of your audience. Whether it's through A/B testing, social media analytics, or customer surveys, data can help you make smarter decisions and drive better results.At the end of the day, marketing is all about telling a story. Whether it's through a compelling ad campaign, an engaging blog post, or a viral video, you need to create a narrative that resonates with your audience. By tappinginto emotions, values, and aspirations, you can create a connection that goes beyond just selling a product – you can create a brand that people love and trust.。
市场营销毕业论文英文附录
市场营销毕业论文英文附录Appendix: Marketing Research Survey QuestionnaireIntroduction:Thank you for participating in this marketing research survey. Your valuable input will contribute to the analysis and findings of my graduation thesis on market marketing. This appendix presents the questionnaire used to collect data for the research. Please take some time to answer the questions honestly and to the best of your knowledge.Section 1: Demographic Information1. Gender:- Male- Female2. Age:- Under 18- 18-24- 25-34- 35-44- 45-54- 55 and above3. Educational Background:- High School- Bachelor's Degree- Master's Degree- Ph.D.4. Employment Status:- Employed (Full-time)- Employed (Part-time)- Self-employed- Unemployed- Student- RetiredSection 2: Consumer Behavior5. How often do you purchase products online?- Rarely- Occasionally- Frequently- Very frequently6. What factors influence your purchase decision? (Multiple choices allowed) - Price- Quality- Brand reputation- Product reviews- Convenience- Promotions and discounts- Social media influence- Personal recommendations7. Have you ever made a purchase based on a social media advertisement? - Yes- No8. How likely are you to recommend a product or service to others?- Very likely- Likely- Neutral- Unlikely- Very unlikelySection 3: Brand Perception9. Which brands do you consider as high-quality and reliable? (Open-ended question)10. How important is brand reputation when making a purchase decision?- Extremely important- Important- Neutral- Not important- Not at all important11. Have you ever switched to a different brand due to a negative experience with a product or service?- Yes- No12. How likely are you to try a new brand or product?- Very likely- Likely- Neutral- Unlikely- Very unlikelySection 4: Advertising and Promotion13. Which type of advertising do you find most effective? (Multiple choices allowed)- TV commercials- Online banners- Social media ads- Print ads (newspapers, magazines)- Outdoor billboards- Influencer marketing14. How often do you engage with brands on social media platforms?- Rarely- Occasionally- Frequently- Very frequently15. Have you ever made a purchase due to a promotional offer or discount? - Yes- No16. How likely are you to participate in contests or giveaways organized by brands?- Very likely- Likely- Neutral- Unlikely- Very unlikelySection 5: Future Trends17. Do you believe personalized marketing experiences will become more prevalent in the future?- Yes- No18. How comfortable are you with brands using your personal data to personalize marketing messages?- Very comfortable- Comfortable- Neutral- Uncomfortable- Very uncomfortable19. Are you familiar with the concept of influencer marketing?- Yes- No20. Do you think influencer marketing is an effective strategy for brands?- Yes- NoConclusion:Thank you for completing the questionnaire. Your responses will be treated with utmost confidentiality and will only be used for academic purposes. The data collected will provide valuable insights into consumer behavior and brand perception, contributing to the findings of my graduation thesis on market marketing. Once again, your participation is highly appreciated.。
市场营销的英语作文
市场营销的英语作文In the modern business landscape, marketing plays a pivotal role in shaping consumer behavior and driving sales. This essay will explore the various aspects of marketing and its profound influence on what consumers buy and how they perceive brands.Firstly, marketing is not merely about advertising; it is a comprehensive process that involves understanding the target audience, their needs, and preferences. Companies that invest in market research gain valuable insights that inform their marketing strategies. For instance, by segmenting the market, businesses can tailor their products and messages to resonate with specific consumer groups, leading to more effective campaigns.Secondly, branding is a critical component of marketing that shapes consumer perception. A strong brand identity can create a sense of trust and loyalty among customers. The use of logos, slogans, and consistent messaging helps in brand recognition, which is crucial for standing out in a competitive market. For example, Apple's minimalist design and innovation-centric branding has cultivated a devoted customer base that anticipates and purchases new products with enthusiasm.Moreover, the rise of digital marketing has revolutionized the way businesses reach their customers. Social mediaplatforms, search engine optimization (SEO), and email marketing are just a few of the tools that companies use to engage with consumers. These digital strategies not only increase brand visibility but also facilitate directinteraction with the audience, allowing for real-timefeedback and improved customer service.Additionally, marketing has a significant impact on consumer behavior through promotional strategies. Sales, discounts,and loyalty programs are common incentives that encourage immediate purchases and repeat business. These tactics can influence consumers' perception of value and create a senseof urgency to buy, which can be particularly effective during seasonal sales or product launches.However, it is important to note that marketing should be conducted ethically. Deceptive advertising or manipulationcan damage a brand's reputation and erode consumer trust. Transparency and honesty in marketing communications are essential to maintain the integrity of the brand and the relationship with the customers.In conclusion, marketing is a powerful tool that caninfluence consumer behavior in various ways. By understanding the audience, creating a strong brand, leveraging digital platforms, and employing strategic promotions, companies can effectively engage with consumers and drive sales. As the marketing landscape continues to evolve, businesses must stay adaptable and innovative to remain competitive and successful.。
市场营销英语的促销作文
市场营销英语的促销作文Promotional Writing in Marketing English。
Promotional writing is an essential aspect of marketing in today's competitive business environment. It plays a crucial role in attracting customers, increasing sales, and building brand awareness. In this article, we will explore the importance of promotional writing in marketing English and provide some tips for creating effective promotional content.First and foremost, promotional writing is a powerful tool for communicating with customers. It allows businesses to showcase their products or services in a compelling way, highlighting their unique features and benefits. By using persuasive language and engaging storytelling, promotional writing can capture the attention of potential customers and persuade them to make a purchase.Furthermore, promotional writing helps businesses stand out in a crowded marketplace. With so many products and services vying for consumers' attention, it is essential to create promotional content that is memorable and impactful. By crafting attention-grabbing headlines, compelling copy, and visually appealing designs, businesses can differentiate themselves from competitors and attract more customers.In addition, promotional writing is an effective way to drive sales and increase revenue. By offering special promotions, discounts, and incentives, businesses can encourage customers to make a purchase and boost their bottom line. Whether it's a limited-time offer, a buy-one-get-one-free deal, or a loyalty program, promotional writing can help businesses drive traffic to their stores and increase sales.Moreover, promotional writing is a valuable tool for building brand awareness and loyalty. By consistently communicating with customers through promotional content, businesses can strengthen their brand identity and create a loyal customer base. Whether it's through social media posts, email marketing campaigns, or print advertisements,promotional writing can help businesses connect with customers and build long-lasting relationships.To create effective promotional content, businesses should keep a few key tips in mind. First, it's essential to know your target audience and tailor your promotional writing to their needs and preferences. By understanding what motivates your customers and addressing their pain points, you can create promotional content that resonates with them and drives action.Second, businesses should focus on creating a sense of urgency in their promotional writing. By emphasizing limited-time offers, exclusive deals, and time-sensitive promotions, businesses can create a sense of FOMO (fear of missing out) and encourage customers to act quickly. This can help businesses drive sales and increase conversions.Finally, businesses should use a mix of channels to distribute their promotional content. Whether it's through social media, email marketing, online ads, or print materials, businesses should leverage multiple channels to reach a wider audience and maximize their promotional efforts. By using a mix of channels, businesses can increase their reach and engage with customers in different ways.In conclusion, promotional writing is a critical component of marketing in today's competitive business landscape. By creating compelling, persuasive, and engaging promotional content, businesses can attract customers, increase sales, build brand awareness, and foster customer loyalty. By following the tips outlined in this article, businesses can create effective promotional content that drives results and helps them achieve their marketing goals.。
市场营销英语作文
市场营销英语作文In today's competitive business landscape, marketing plays a pivotal role in the success of any enterprise. It is the driving force that not only helps companies to establish a strong brand presence but also to connect with their target audience effectively.Understanding the Market:The first step in marketing is to understand the market and the needs of the customers. This involves market research, which can be conducted through surveys, focus groups, and data analysis. By understanding the market, businesses can tailor their products and services to meet the specific needs and desires of their customers.Branding:Branding is a critical component of marketing. It involves creating a unique identity for a product or service that distinguishes it from competitors. A strong brand can evoke emotions, build trust, and create loyalty among customers. This is achieved through consistent messaging, logo design, and brand storytelling.Product Positioning:Positioning is the process of creating a unique place for a product in the minds of consumers. This involves identifying the unique selling proposition (USP) of a product and communicating it effectively to the target audience.Positioning helps to differentiate a product from its competitors and can be a key factor in a product's success.Promotion Strategies:Promotion is the act of informing and persuading the target audience to purchase a product or service. This can be done through various channels such as advertising, publicrelations, sales promotions, and direct marketing. The choice of promotional strategy depends on the target audience,product type, and budget.Digital Marketing:With the advent of technology, digital marketing has becomean essential part of the marketing mix. It includesstrategies like social media marketing, search engine optimization (SEO), email marketing, and content marketing. Digital marketing allows businesses to reach a wider audience and track the effectiveness of their marketing campaigns.Customer Relationship Management (CRM):CRM is a strategy that focuses on building and maintaining strong relationships with customers. It involvesunderstanding customer needs, preferences, and behaviors to provide personalized experiences. Effective CRM can lead to increased customer satisfaction, loyalty, and repeat business.Measuring Marketing Success:Marketing success is not just about increasing sales. It'salso about achieving marketing objectives such as brand awareness, customer engagement, and market share. Metricssuch as return on investment (ROI), customer acquisition cost,and customer lifetime value are used to measure the effectiveness of marketing efforts.In conclusion, marketing is a dynamic and multifaceted discipline that plays a crucial role in the success of any business. It requires a deep understanding of the market, strategic planning, and the ability to adapt to changing consumer behaviors and technological advancements. By leveraging marketing effectively, businesses can build strong brands, attract and retain customers, and achieve long-term success.。
市场营销英语作文
市场营销英语作文Marketing is like a big party where you're the DJ, trying to get everyone to dance to your tune. You need to know what songs people like, when to play them, and how to make the party rock. That's marketing in a nutshell.Selling a product isn't just about throwing it out there and hoping someone will buy. It's about telling a story, making a connection, and showing people why they need it in their lives. Like, imagine you're selling a new type of sneakers. You don't just say, "Hey, buy these!" You talk about how they're made, who designed them, and how they'll make you feel when you wear them.One thing I love about marketing is that it's always changing. You can't just do the same thing every time and expect it to work. You have to be creative, try new things, and see what sticks. It's like playing a game of trial and error, but when you hit on something that works, it's so satisfying.Another cool thing about marketing is that it's not just about selling stuff. It's also about building brands, creating a reputation, and connecting with people. Like, think about your favorite brands. They didn't just become popular overnight. They built trust, they stood for something, and they made people feel a certain way. That's the power of marketing.And don't forget about digital marketing! It's like having a magic wand that can reach people all over the world. You can post on social media, run ads, and even target specific groups of people with your message. It's amazing how far technology has come and how it's changed the way we market things.In。
毕业论文市场营销外文文献翻译
Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework，a management model for cultural services (relationship marketing of cultural organizations）is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–，the model is structured on the basis of two large types of relationships in the management of a cultural organization：instrumental relationships and group relationships。
The paper is an in-depth study of relationships regarding performing arts audience。
A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain。
毕业论文市场营销外文文献翻译
毕业论文市场营销外文文献翻译Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework, a management model for cultural services (relationship marketing of cultural organizations) is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–, the model is structured on the basis of two large types of relationships in the management of a cultural organization: instrumental relationships and group relationships. The paper is an in-depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain.Keywords: Cultural marketing erforming arts services relationship marketing1. INTRODUCTION:The most recent literature on marketing management is demonstrating a revolutionary change in both form and content, which, undoubtedly, will result in several research projects in the short term aimed at shedding some light on this dilemma. Traditional management models and paradigms do not adapt to the requirements of new products, as there are more and more exceptions and questions on the models developed so far (Lovelock and Gummesson, 2004; Vargo and Lush, 2004). In this complex context, this paper aims to make an in-depth study ofthe field of cultural services management by using two concurrent perspectives –relationship marketing and services marketing–, in order to contribute to the development of the new marketing domain: cultural marketing (Kotler, 2005). This is a field still in its development phase, but has probably found, with these new trends, the right moment to grow and develop management structures and models that meet its particular requirements.From the very beginning, contributions made to the cultural sector by the marketing discipline have been very diverse. However, although they seem to have come to a consensus in the scientific world about the idea that the management of cultural identities presents such special characteristics that make it considerably different (V oss and V oss, 2000; Colbert, 2001; Johnson and Garbarino, 2001; Arts Council of England, 2003; Kotler and Scheff, 1997). Contributions from the marketing management area still do not suffice to construct a knowledge base that is solid enough to create a theoretical management framework similar to the one other disciplines with more tradition in marketing research have.In this context, it is stated that the relationship marketing paradigm offers a suitable framework for the implementation of cultural management and this research study has focused on the performing arts services sector, as considering that it is one of the most forgotten sectors by scientific researchers of management. Furthermore, the decreasing consumption of this art form in Europe goes against the trend if taking into account that time and money invested in leisure activities has not stopped growing with countries‘ economic development. In view of this situation, questions as following are required: what is the reason for this loss of competitive advantage?, what is being done wrongto be losing impact in a market, which, in theory, is becoming more and more inclined to consume leisure activities, such as the performing arts?, which agents are responsible for the results?, which agents are affected by the results?, what can be done to improve this? These questions are the basis for carrying out this research study.2.RELATIONSHIP MARKETING, SERVICES MARKETING AND CULTURAL MARKETING AS THREE CONVERGENT PERSPECTIVES: Relationship marketing has become one of the most important contributions in the development of modern marketing science (Payne and Holt, 2001), and it has generated a recognised interest in the field of scientific research. What is more, in the opinion of numerous authors, it has even been seen as a new paradigm (Gummesson, 1999; Peck et al., 1999; Webster, 1992; Sheth and Parvatiyar, 2000; Kothandaraman and Wilson, 2000).With the concept by Gummesson (2002) on ―re lationship marketing is interactions in networks of relationships‖ as a starting point, the management of a cultural organization is understood as being necessarily determined by a multitude of agents in the market, be included in the organization‘s planni ng process, since the value of the final product is going to depend on them to a large extent. The role of the interest groups in the planning process of the organizations is one of the least cultivated areas of relationship marketing (Henning-Thurau and Hansen, 2000). Payne and Holt (2001) explicitly refer to this defic iency: ―understanding long-term relationships with both customers and other stakeholdergroups has been neglected in the mainstream marketing literature; managing the organization‘s interna l and externalrelationships needs to become a central activity; th is central activity is relationship marketing‖. We are faced, therefore, with a new scenario in which one-to-one marketing has given way to many-to-many marketing (Gummesson, 2004); in other words, planning relationships with individuals has evolved to planning relationships with collectives, with interaction networks.On the other hand, either when contributions in the field of cultural marketing do not record enough standardization or volume to be grouped in trends or schools, they do share a value: the importance of relationships in their management. Contributions made in this area are very diverse, in most cases focusing on relationships with customers (relationships with the performing arts audience). Garbarino and Johnson (1999) use the stage of an off-Broadway theatre in New York to explore the transaction/relationship continuum proposed by Gronroos (1995) to conclude that the performing arts audience has different behavioural profiles depending on the relationships developed with the organization or, specifically, ―in a consumer environment in which customers receive highly similar services [...] there are systematic differences in the relationalism of different customer groups‖. Rents chler et al. (2001) also considered an empirical approach to relationships with the audience of performing arts organizations in Australia: ―what arts organizations need to consider is whether the expense of having high single-ticket sales is sustainable a nd, if not, what to do about it‖.3.THE PRODUCT AND RELATIONSHIPS WITH CUSTOMER’S SUGGESTIONS ON A MODEL FOR THE RELATIONSHIP MANAGEMENT OF CULTURAL SERVICES:Relationships with the audience are the central component in the configuration of the relationship marketing managementmodel for cultural organizations. This central place is shared with the cultural product, whose general marketing model presents special characteristics that differentiate it from the classic structure of marketing, as:1. Marketing process starts in the producer organization, and from this origin (the cultural product) a decision has to be made concerning the part of the market that may be interested in consuming it.2. Once potential consumers have been identified, the company will decide on the remaining relationship policies (instrumental and group, which we will cover below).Therefore, we are faced with a kind of market whose marketing process shows a―product-to-client‖ type structure. The atypical structure transforms the relationship policy with the cultural customer, as it considers that the core of the product is unalterable (Colbert, 2001).This structure involves the development of a wide variety of relationships, which have to be included in the value creation process forming the marketing of a cultural product. The cultural offering of a country, a region or a district is a source of benefits for a large number of social sectors. It is not for nothing that the recognition of the ―need for culture‖ is well-known in virtually all developed countries (Council of the European Union, 2004), and public organizations, as well as private entities, are involved in satisfying this demand. Based on this situation, it is logical to assume that each and every one of these collectives has to be included in the organization‘s planning and a ―win-win relationship‖ needs to be implemented in connection with them.Performing arts organizations will have to manage amultitude of relationships to achieve their objectives. These relationships were formerly classified into two large categories (Quero, 2003):a. Instrumental relationships: this first category groups the marketing mix instruments and incorporates a relationship focus (i.e., product, price, distribution and communication relationships).The differentiation factor characterizing the design of these policies is that they have to be planned taking as a reference the creation of value for customers and for every one of the agents involved in the production process of the cultural services.b. Group relationships: the second of the categories is related to the identification and planning process of relationships with collectives or agents of interest, as the performing arts audience, educational centres, public organizations, competition, suppliers, non-public organizations and internal relationships.From this point of view, group relationships and instrumental relationships are understood as different in nature, but they converge in strategy; in other words, whilst some of them require skills connected with the management of relationships with collectives, others require a different kind of skills, more visible for the customer and connected with decision-making in specific aspects, such as programme designing (product), ticket sales (distribution), show value (price) or conveying the information to the market (communication).However, the management of both groups has to converge in obtained results at the end. In other words, that is to say that every one of the collectives has to have its expectations met in these decisions.4. CONCLUSIONS:The aim of this study was to contribute to the development and implementation of relationship marketing, services marketing and cultural marketing in a specific area: the performing arts sector.The process of selecting and planning the relationships suggested by the relationship marketing paradigm has enabled to develop a theoretical model for organizations of performing arts services, in which two types of relationship groups are identified: instrumental relationships and group relationships. Instrumental relationships include product, price, distribution and communication relationships in the model, with the particular feature of the fact that their design has to be dependent on the analysis of the effects they may have for every one of the interest groups. With regard to group relationships, seven collectives have been identified: performing arts audience, educational centres, public organizations, competition, suppliers, other organizations and internal relationships. Every one of them is capable of creating and receiving value in their relationships and, therefore, they have to be included in organizations‘ planning process, in order to implement win-win strategies.In the area of relationship management with the performing arts audience, a classification of the audience has been proposed on the basis of relationship criteria, which has enabled two important phases to be identified in the retention process with cultural customers, the attraction phase and the retention phase, whose primary objective is to foster relations with the customer until the highest possible level of relationship with the organization is obtained.The empirical contribution has served to corroborate thetheoretical contribution by implementing a study on the current performing arts audience in Spain and the general public, which demonstrates the importance of managing relations between the cultural organization and its customers and the benefits of implementing an appropriate relationship marketing strategy.This research study could be also considered as a significant contribution to the marketing discipline, due to its important theoretical implications:1. Relationship Marketing is considered as the integrating paradigm, capable of adapting to the requirements of cultural services, in general, and to performing arts services, in particular.2. The marketing-mix paradigm is included into the management model, redefining its main instruments as product, price, distribution and communication relationships.It is also an unprecedented contribution in the field of cultural marketing, at least in Spain, offering a theoretical model for the planning and management of organizations offering performing arts services.This study paves the way for a multitude of future lines of research. For example, the study of every one of the interest groups and their role in the process of creating value, as well as the way in which instrumental relationships have to be implemented emerge as priority actions to be implemented in order to build some foundations in the area of arts marketing that are as solid as those in other sectors.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式，文化服务管理模式(关系营销的文化组织)，在销售领域做出了前所未有的贡献。
市场营销专业毕业论文中英文资料外文翻译文献
市场营销专业毕业论文中英文资料外文翻译文献毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketingdefinition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or userin order to meet customer needs and the achievement of the company profits,but also a process of socio-economic activities with the aim to meet thesocial or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service andso on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2021 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the \of American Advertising\to\Advertising and Marketing Association of Science Teachers\to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, \Marketing Association\Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the \sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity.\the new marketing stage. Previously that the market is the end ofthe production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。
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IntroductionThis paper focuses on the combination of marketing, marketing mix and the impact of demand and supply and demand, through the analysis of Haier I want to learn more about what is corporate marketing mix, and by 4p + np Haier get what benefitsHaier is the largest brand in the world of home appliances, which was founded in 1984 in the city of Qingdao, the current Chairman of the Board, Chief Executive Officer of the Group Zhang Rui Min, Haier is the main founder. At present, Haier has established 21 industrial zones across the world, and five centers of R & D, 19 overseas trading companies, and employs more than 80,000 people around the world. 2011, Haier Group achieved a global turnover of 150.9 billion yuan, the brand value of 96.28 billion yuan, 11TH year in a row a list of the most valuable brands in China. Haier Group, the desirable 164 elementary school and with the help of High School hopes to produce 212 sets of Sciences cartoon "Haier Brothers", which is part of the Olympic Games in Beijing in 2008, sponsors the only white in the world. Haier to create its own brand in the country, local, and increase the Haier brand significantly reputation all over the world.Chapter I Marketing MixDefinitions of Marketing MixMarketing mix is the combination of corporate marketing activities applied various uncontrollable factors. In the early 1950s , according to the demand centers on the marketing concept , Professor McCarthy put the controllable factors of corporate marketing activities grouped into four categories, namely product, price, distribution channels and marketing , therefore , proposed marketing 4 ' portfolio .2. How the marketing mix meets the market’s needs and requirements From the marketing point of view, the essence of marketing is to satisfy the needs of consumers and create their own value and corporate profits. This is a prerequisite for consumer demand for a variety of consumer goods, from luxury to household items, these products give consumers the convenience of life increase, creating a market for consumer goods, and consumers in use of the process through the use of monetary cost to get this kind of convenience or is satisfied, then such an exchange process can be simply interpreted as marketing. Marketing from commodity marketing to the current relationship marketing, marketing partners in the development process perspective, presents the development of a diverse trajectories, radioactive. Chapter II Explain the various elements of the marketing mix in Haier1. ProductFirst of all Haier products, services are divided into pre-sale and after-sale three areas. In services by the market mainly in Haier Haier using Internet them comfortable - e-commerce platform site for potential customers to provide financing platform for information, it is "one of the two networks" as the basis, and the user to maintain a distance, and to meet individual customer needs quickly .Name" is the brand loyalty, brand awaren ess and customer. "Two networks” refers to Haier's sales network and payment networks. Haier worldwide sales, distribution and service network as well as between banks and payment networks, both for its convenient e-commerce services toprovide a guarantee. Internet era is the era of information explosion, Haier to use information for development. Through the website, Haier can gather a lot of information and user feedback. These users trust and loyalty is the greatest wealth Haier Haier . B2C e-commerce from the point of view , he promotes businesses and consumers continue to deepen exchanges, such exchanges a full range of brands and services to enhance the value of the enterprise .In the course of the sale of services, Haier implementation of the "no moving service" in areas where conditions permit, to provide customers buy Haier delivery, installation place, site commissioning, technical services such visits during the month. All Customers buy Haier Haier's products can enjoy "Star Service." For Haier's products, the first of its excellent quality and there is an important prerequisite for the protection of the smooth conduct of its sales website. Haier has realized the network management, network marketing, network services and network procurement, so the Haier website in addition to suppliers can enjoy purchasing, orders, sales through-train service, customers can also get personalized service, achieve online purchase and convenient online payment service, which also reduces the cost of the supplier to protect the interests of its customers, and ultimately the tripartite win-win situationIt is worth mentioning that the service aspect of Haier, keep in touch with the user through the computer and other advanced means of solving problems in a timely manner, in order to compensate for the work of a hundred percent enthusiasm millionth errors that may exist. Haier achieved sales tracking, on-site service, problems arise reply within 24 hours so that users no worries. On the Haier website, this provides a convenient channel for Haier users. Haier good service for its next sales do the best promotion is the main way to enhance customer satisfaction and loyalty, but also become an important way to foster the spread of Haier reputation and image.2. PlaceHaier to provide consumers with a convenient service channels. On March 11, 2009 in Guangzhou Daily said Zhang Ruimin, Haier Group's internal meeting, said:. "Haier future development, the transition from manufacturing to manufacturing service specific approach is to outsource production, the energy used in the development and the channel services.”This shows that Haier will begin its focus from manufacturing special service type. Haier early as 2004 recognized that the nature of their object is - people. Therefore, Haier is also reflected in the service customers for the sake of ideology. Haier to meet competition, in 2002, built up a nationwide service network. Entire network covering the country's one, two, three markets. In the moment, home appliances activities, Haier in the rural market competition, set up three networks. The county stores down spontaneously spread to the town , township, village , forming a " sales to the village ," the marketing network ; establish distribution points in more than 2,000 counties , to form a " delivery to the door ," the logistics network ; build 73000 village-level network stations , more than 4,300 service outlets stars form a " home service " service network . These data show that the efforts made in the service channel Haier . The transition to manufacturing services , you want to meet the needs of the national market, the majority of the service channel construction area is necessary , because the success of the service sector in addition to providing high quality services, to provide convenient services to consumers to experience the service channel the key , which not only provide convenience for consumers to buy , but more importantly also for improving the quality of services has increased the stakes3. PriceHaier their businesses according to their characteristics, to a certain extent, taken skimming pricing. In the domestic market, Haier prices Raiders fairly successful. Consumers in China’s increasing emphasis on brand today, consumers prefer to buy brand louder, better reputation, excellent services, products with higher prices. And considering the price factor alone at a good price compared to modern consumers are increasingly rational choice which is not very cheap poor quality products. Of course,Haier set up a higher price in similar appliances also benefit compared to other domestic appliance manufacturers, its good performance in the same industry -leading technology patents and its most commendable quality service and good value for money. Haier has always been a brand, service , product innovation, meticulous management model to strengthen their market position and continue to increase market share and win , who insisted on not compete on price in the industry for all to see things . Even so in recent years, Haier white goods market share of the top five worldwide , and its products also get the majority of consumers agree .4. PromotionPromotion strategy in the service of Haier, Haier, Haier did not fix his eyes on some specific commodities, but hope that through promotional activities to improve the amount of product sales and market share in a specific period of time. Haier's promotional variety of ways, such as Haier's "Million movie" campaign, in August 1996 to the end of 1999, Qingdao Haier Refrigerator Co., Ltd. have been put nearly 10 million yuan for farmers 139 counties screenings ten thousand movie. Haier before each movie screenings always want to put some feature films, not only about the content of propaganda "Haier" and products, but they also focus on the development of China's national publicity roads household electrical appliance industry and its position in the international market competition; According to " Service Review "June 15, 1997 reported:" Nanjing's first consumer commencement ceremony held at the Pacific School shopping malls, more than 50 technicians from Qingdao consumers listened Air Conditioning Co., the waiter on how to buy air conditioners, air conditioners maintenance and other aspects of knowledge presentation. "; Haier Group in collaboration with the East leaves the cartoon" Haier Brothers ", Haier Investment ages cartoon art market, in the form of animation to establish the Haier brand promotion Haier corporate culture.These seemingly Haier marketing tactics, in essence, corporate culture promotion strategy, brand, service, market, Haier effect results achieved double harvest. But alsoto see the direction of Haier's marketing strategy from the "market-oriented" to the "image-oriented"Haier will produce and activities are all incorporated into the conventional mold, spread and maintain a good corporate image of the main goals, and hope that through this good corporate image of the shape, propagation and maintenance process to achieve the target to guide the behavior of the public, and ultimately Maximize business concept of long-term interests of enterprises and society.5. PeopleQuality service is the variability in the service because the service is a "person" as the center, there is seldom a mechanized production, so different people will have different service service behavior, even with a service staff, it is difficult to guarantee service standardization.In order to enable staff to meet the standards consistent behavior, Haier launched the "International Star train service" in star service. Its core content is from Chen goods design, manufacturing, purchasing, design services from home to home installation, use of the product to a return visit from the services continue to meet the needs of new users, and through concrete measures to make the development, manufacture, sale, sale , sale, visit six aspects of service institutionalized and standardized. Refinement of this star is "five." Behavior of all personnel are reflected Haier Haier corporate image, reflecting the Haier officer "service to be" faith.6.Demonstrate tangible servicesDemonstrate tangible service means the customer service process can be directly perceived and prompt service information tangibles . Divided up from the constituent elements can be divided into physical environment display, information display and communication prices show Haier in showing the physical environment : display in shopping malls , such as Gome, Suning and other home appliances such as no particular advantage, but on the Internet Shopping on this platform, Haier using its advanced information technology to allow consumers to experience online shopping quick and equal enjoyment of services actually purchased , and indeed presents Haierquality and considerate service mode, make customers enjoy the convenience of buying also, get the chance to learn more about Haier . In terms of information communication, the same Haier offers a similar use of the Internet, “face to face" channel for potential customers to solve consumers worried after purchase, plus Haier good word of mouth, making Haier's products are more people pro-gaze and trust. Of course, the most important advertising delivery methods, Haier has gone beyond the primary stage of products and services advertised, and then enter the promotional corporate culture, establish an advanced stage of the corporate brand. Haier each ad in addition to meet consumer demands, but also show that the rise of a national brand. The price display, since services are intangible, service invisibility makes visibility factors play an important role in purchasing decisions made for customers, the price level as a basis for consumers to determine the level of service and quality. Most consumers feel the price is higher than similar products of Haier home appliances , but Haier able to get consumer recognition , the price is obviously a very sensitive factor, because at such high prices that consumers get a lower purchase time, effort and cost of other companies to bring high-quality service . So in general, the higher is the cost of Haier products with other products than its advantages7. ProcessThe service process is the process through certain procedures, mechanisms and activities to be achieved. It can be arranged from the policies and objectives of the service, service procedures, services, methods, service personnel, service engagement, codes of practice, activity flow started.Haier's advertising slogan is - to be sincere, will be able to meet the consumer mind on. GM's former president, Jack` Welch once said, Haier through sincere service , continue to meet user services in a product and a new expectation is that consumers get the creature comforts also get spiritual meet on .Haier own service concept positioning, soil survival Haier is the user. Haier always put the needs of consumers regarded as a source of business survival, Haier continue production to meet customer demand for all products, because they were convincedthat the user is on , the user is god , just continue to provide users with the most satisfactory products and services , will give the user the best interests of the enterprise .On Haier's service policies , Haier all of its products according to the level of maintenance and transportation costs provides different levels of detail maintenance costs , truly fair and open justice . Haier's " one-stop" service process gives a perfect eight steps , while Haier is to establish the concept of marketing through service , Haier believe that only through sustained release family-oriented , able to meet the needs of potential users of the new service initiatives , customers and achieve zero distance . In services, Haier home from the 1985 proposed "four noes" ; into 2008 that " 1 +5" sets a composite service , every year during the service mode Haier will have some changes. 13 years, we see innovation in the service of Haier , "sincere forever" sincere beliefs , as well as Haier intimate care to consumers , which makes Haier position in the minds of consumers a step in the upgrade. Have to say , Haier, really do , but also very well done .ConclusionThrough analysis, Haier products mainly from the price, product, promotion, distribution channels, physical evidence, and staff to start. Product quality, affordable, also conducted a variety of promotions, through physical evidence to improve their value. And continue to understand the needs of consumers, to change themselves, and quality service to treat every consumer in order to improve the company's image. Haier Haier marketing strategy makes good visibility and reputation have become big business, we can see that a business must have its own unique marketing strategy to secure market access to consumers.Bibliographies[1] /p-146612495760.html[2] /view/64ea266d1eb91a37f1115cac.html[3] /view/69b7370979563c1ec5da7115.html[4] /doc/4278406.html[5] /leishaoyun/181646.html[6] /p-34162775.html[7] “Secrets of Social Media Marketing” “Paul Gillin”[8]” A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web” “Deltina Hay”[9] “Radically Transparent: Monitoring and Managing Reputations Online” “Andy Beal”。