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市场营销策略外文文献及翻译

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

4P营销组合营销策略外文文献翻译

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

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

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

这四个变量有助于企业制定竞争优势所必需的战略决策。

本文的主要目的是描述营销组合中各个变量在企业提高市场竞争优势中的关系。

营销组合包括产品营销组合和服务营销组合。

产品营销组合一般由产品，价格，渠道和促销组成，通常用于有形商品的营销组合。

然而，服务营销组合还与另外三个变量相关，例如人员，服务过程和有形展示。

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

营销组合的特征是四个同样重要的变量。

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

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

第三个变量是“渠道”，它与产品销售的决定有关。

“促销”涉及增加销售额。

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

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

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

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

品牌营销策略外文翻译文献

品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Brand Strategy ResearchKapferer,J.HEconomic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means ofcompetition to increase brand awarenss, improve brand positioning, an create a good brand image.First, Japanese brands across the board defeat.November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen”Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up,China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing.Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electr onics brand.3.The status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“sony”,“Coca-Cola”，“rejoice”，“Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors. Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems：Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2.The current situation of global economic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporationssharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and strategy.(2)Brand strategy is a systematicThe implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally established;well-known brand is equivalert to high price,to be unrealistically improve the product price.Some companies even to furthrer in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own brand low-cost transfer,such as our persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market isconstrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable!2.To strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.The implementation of brand marketing is an important part of the strategy.By choosing the right marketing approach can be effectively used to brand a household name brand,expand market share.Brand strategy is not an isolate task,but the overall development strategy and business are closely related.A successful brand names more than just a brand its own thing,related to business management of all major strategicdecision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.翻译：企业品牌战略研究卡普费雷尔，J.H在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。

市场营销策略外文文献及翻译

营销策略业务英文文献及翻译

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

关于营销策略的外文文献

关于营销策略的外文文献Marketing StrategyA marketing strategy is a plan of action designed to promote and sell a product or service. It involves identifying the target market, understanding customer needs and wants, and developing a unique value proposition that sets the product or service apart from competitors.One key aspect of a marketing strategy is market segmentation. This involves dividing the target market into distinct groups based on demographic, geographic, psychographic, and behavioral characteristics. By understanding the different needs and preferences of these segments, a company can tailor its marketing efforts to effectively reach and appeal to each group.Another important element of a marketing strategy is positioning. This refers to how a company wants its product or service to be perceived in the minds of consumers relative to competitors. By differentiating the product or service through unique features, benefits, or pricing, a company can create a favorable position in the market and attract target customers.The marketing mix is another component of a marketing strategy. This refers to the combination of product, price, place, and promotion that a company uses to market its product or service. The product refers to the actual offering, including its features, design, quality, and branding. The price relates to the pricing strategy and how much customers are willing to pay for the product. The place refers to the distribution channels used todeliver the product to customers, while promotion encompasses the various marketing communications tools used to create awareness and generate sales.A successful marketing strategy also involves setting clear objectives and metrics to measure the effectiveness of marketing efforts. This may include goals such as increasing market share, expanding into new markets, or improving customer satisfaction. By regularly evaluating and adjusting the marketing strategy based on these metrics, a company can ensure that its marketing efforts are aligned with its overall business objectives.In today's digital age, technology plays a crucial role in shaping marketing strategies. Companies can leverage social media, search engine optimization, and data analytics to better understand customer behavior and preferences. Additionally, personalized marketing strategies can be developed based on the data collected from customer interactions, allowing companies to deliver targeted messages and offers to individual customers.In conclusion, a marketing strategy is a comprehensive plan that encompasses market segmentation, positioning, the marketing mix, and the measurement of outcomes. By carefully crafting and executing a marketing strategy, companies can effectively reach and engage their target market, differentiate themselves from competitors, and ultimately achieve their business objectives.。

(完整版)外文翻译(营销策略)

附件 1 ：外文资料翻译译文营销策略内容概要：为了组织的销售能是成功的，它需要依据一个营销策略计划来帮助保证其努力的目标和主旨与市场的需要想符合。

营销策略审察市场以确立潜伏顾客的需要，竞争者的战略和市场所位，并且试试拟订出一套能使组织在市场上获得或保护竞争优势的有关战略。

有一些要素会对营销策略计划的发展造成冲击性的影响，它包含内部要素比如组织的财富、技术和组织文化，外在要素比如各种各种的市场驱动者、市场或产业运作方式、战略窗口和竞争的实质。

一个精选的营销策略计划也需具备一套不测状况防范策略以应付市场治理及组织生产能力的不确立性。

重点词：竞争优势竞争策略市场所位市场份额营销销售计划组织文化营销策略营销策略简述不论组织的产品或服务多么好，除非它们的价值能被传达给潜伏的顾客，不然组织依旧没法实现它的使命。

这种传达和沟通是组织内市场营销功能的职责。

依据美国市场协会，营销是“一个组织效能和一套创建过程、沟通和传达产品价值给顾客、办理与顾客关系的有利于组织和它的利益共享者的方式”。

营销作用包含相辅相成的双方面。

营销策略在市场上审察市场来确立潜伏顾客和竞争者实质的需要，并且试图开发出在市场大将使组织获得或保护竞争优势的战略。

操作的营销被成立在营销策略作用和贯彻各种各种的计划和策略 ( 包含适合的混淆营销的发展 ) 吸引顾客和促使顾客忠实的基础之上的。

产品和服务营销的方法有好多的方式能用来销售你的产品或服务包含做广告，直接响应、销售活动和宣传。

但是，除非你能认识顾客、市场和产业的需要并且竞争的优势和劣势，不然这些方法是不太可能成功的。

营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。

营销策略与二个组分有关：目标市场和用最正确的方式传达你的产品价值或服务到那个市场。

一个可推行的销售目标的发展取决于几个重点维度。

第一，与组织以内的所有全世界性战略相同，一个成功的销售目标需要由在组织以内的最高管理层署名。

销售目标实质上也拥有政治性的色彩：在组织以内的强有力的单位在最正确的销售目标或许不一样意，并且协议或许需要谈判完成。

毕业论文外文文献翻译-零售企业的营销策略

零售企业的营销策略Philip Kotlor今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。

过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。

可是，现在这一切都已变得面目全非了。

现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。

全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。

结果是零售商店的面貌越来越相似。

在服务项目上的分工差异在逐渐缩小。

许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。

顾客变成了精明的采购员，对价格更加敏感。

他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。

由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。

百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。

历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。

其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。

超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。

现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。

一、目标市场零售商最重要的决策时确定目标市场。

当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。

如沃尔玛的目标市场相当明确：1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。

这是一家庞大的的仓库是商店，旨在以最低的价格向小城镇的美国人销售各种商品，从服饰到零件以及小型用具等。

市场营销战略外文翻译文献

文献信息：文献标题：Marketing strategy：From the origin of the concept to the development of a conceptual framework（市场营销战略：从概念的起源到概念框架的发展）国外作者：Eric H. Shaw文献出处：《Journal of Historical Research in Marketing》,2012, 4(1):30-55字数统计：英文1716单词，9394字符；中文3209汉字外文文献：Marketing strategy：From the origin of the concept to the development of a conceptual frameworkEarly marketing strategy conceptsBefore marketing strategy developed as an off-shoot of marketing management in the 1970s, even before marketing management emerged as a school of thought in the 1960s to replace the traditional approaches to marketing (Bartels, 1988; Sheth et al., 1988; Shaw and Jones, 2005), a few isolated concepts were developed in the 1950s literature that form the core of modern marketing strategy. These seminal concepts include: Borden’s (1957, 1964) expression of the “marketing mix,”Smith’s (1956) development of “product differentiation”and “market segmentation”as alternative marketing strategies, Dean’s (1951) conception of “skimming”and “penetration”as alternative pricing (that he extended to the whole marketing mix) strategies, and Forrester’s (1959) description of the “product life cycle (PLC).”Corporate strategy conceptsThe strategic concepts discussed so far (the marketing mix, skimming and penetration, differentiation and segmentation, and the PLC), were created by economists and marketing scholars and gained popularity in early marketing management textbooks. The following strategic concepts, Andrews’SWOT, Ansoff’s growth strategies, Porter’s generic strategies, and Henderson’s product portfolio model, were developed for corporate management, not marketing management. Because marketing strategy is a major component of corporate strategy there is overlap, but these two areas are not isomorphic. Nevertheless, corporate strategy concepts have been shoehorned intact into subsequent generations of marketing textbooks from the 1970s and 1980s to the present. It is largely shoehorning of borrowed concepts that has created the present state of isolated bits and pieces of marketing strategy rather than the development of an overarching conceptual framework.Framework for marketing strategyHaving followed the literature and dissected marketing strategy terms, this section integrates the concepts into a framework that identifies alternative marketing strategies at different stages of the PLC and under various SWOT conditions.Market introduction strategiesAt introduction, the marketing strategist has two principle strategies to choose from: penetration or niche. A penetration strategy (Dean, 1951; Ansoff, 1965) emphasizes an aggressive marketing mix for a mass market or a large segment of the market. As the term has been developed in this research, a penetration strategy is not limited to a current product in a current market (Ansoff) or just a low introductory price (Dean). A penetration strategy involves using the marketing mix aggressively. Although every mix element need not be aggressive, a penetration strategy should include some combination of a no-frills product, minimal service, low price, high promotional expenditures and intensive distribution effort. A penetration strategy, following Andrew’s SWOT, is ideal for large firms with strong financial resources facing a large and growing market, price sensitive customers with minimal brandawareness or preference, many potential competitors and few barriers to entry. A penetration strategy will work from the introduction into the growth stage and perhaps as late as the early maturity stage of the PLC. As an offering approaches maturity, however, high marketing mix expenditures cannot be sustained as sales growth slows and marginal costs rise more rapidly than marginal revenue.Alternatively, a niche strategy (Kotler, 1980; Porter, 1980; McCarthy, 1981) focuses on a narrowly defined customer segment and is ideal for smaller firms with limited resources. The niche strategy expands Porter’s “focus”(Porter, 1980) or “narrow target segment”(Porter, 1990) strategy and incorporates Dean’s (1951) price skimming but from the angle of a market segment’s price sensitivity. Although a segmentation-oriented strategy, the marketing mix aimed at a niche is largely dictated by company and market considerations. With the niche strategy (Alderson, 1957; confusingly termed concentrated segmentation by Kotler, 1976) a firm targets a narrowly defined customer segment. The marketing mix typically involves a custom tailored product offering, a high price, and given the small-sized customer base, promotional expenditures are focused and thereby relatively low, with selective or exclusive distribution coverage. This strategy works well in smaller segments requiring higher profit margins to compensate for lack of sales volume, when customers are insensitive to price, can easily be made aware of the brand with minimal promotional effort, and the firm can create some barriers to entry resulting in few direct competitors. The niche strategy can be highly profitable, even in very small segments, because it combines high price with low marketing mix expenditures (Kotler, 1980). This strategy has the added virtue of allowing pin-point timing. A niche strategy does not require a lot of set-up and breakdown time, effort or money, allowing a firm to move in and out of the market quickly. Taking advantage of “windows of opportunity”(Abell, 1978), a niche is therefore potentially profitable at virtually any stage of the life cycle from introduction to decline. For example, the General Pencil Company (GPC) founded in 1889, produced a high quality lead pencil (once the standard bearer of the ubiquitous No. 2 pencil), but since pencils have become a throw-away, even single-use product, GPC was unable to compete withcheap imports on price. Facing a declining market, for a commodity type product, GPC found their niche –artists and illustrators who required a harder more durable lead in their pencil and were willing to pay a premium price for a higher quality product.Market growth strategiesIn the early growth stage, the marketing manager may choose from two additional strategic alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and Peterson, 1978). In segment expansion, the strategist adds new targets (each with their own marketing mixes) to the market segments already served. A classic example was Toyota’s Crown automobile entering the US market in 1956 with a niche strategy –a single marketing mix targeted at a single segment –economy conscious sub-compact auto buyers. After gaining a toehold in the market, it used segment expansion to go beyond its niche, offering brands for multiple segments, including the sub-compact, compact, mid-size, large size and sports-car segments. Ultimately targeting across-the-board, it aimed a marketing mix at virtually all auto and small truck market segments, and even developed the separate Lexus brand to target the luxury auto segment. Although also a form of segment expansion, it is useful to separate geographics from other forms of segmentation, such as demographics, psycho-graphics, sociographics, and behavioral characteristics. In geographic expansion, firms shift their sights from local, to regional, to national, to international, to global customer targets. This strategy is increasingly used when growth slows down as local (or domestic) markets approach maturity.Similar to expanding segments, another strategic alternative in the growth stage involves brand expansion. This strategy adds new products or variations to the line, offering the customer segment more choice, or it provides additional services, such as delivery or gift wrapping, to offer customers greater value.During the late growth stage, sales are still growing rapidly, but hit an inflection point where they shift from increasing at an accelerating rate to increasing at a de-accelerating rate. In markets growing very rapidly, this shift in the rate of growth often produces a competitive turbulence (Wasson, 1974), in which an industryshake-out occurs, because of excess capacity. During this turbulence another strategy is often called for –a differentiation strategy. If not used in late growth, as firms jockey for advantage, then differentiation is often employed in the maturity stage, discussed next.Market maturity strategiesIn maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is common to employ a maintenance strategy (BCG), where the firm maintains or holds a stable marketing mix. This is common in oligopoly industries, where a small number of firms hold a large share of the market. Satisfied with maintaining their market share and milking profits, these firms prefer not to rock the boat. If firms can preserve a rough equilibrium, a maintenance strategy could work until sales decline to meet costs. But maintenance is a rather passive strategy subject to a shake-up by an aggressive competitor.If a firm wants to shuffle the deck, differentiation offers an aggressive but affordable strategy in maturity (Smith, Porter). It involves a firm using one or more elements of the marketing mix to enhance purchase value for its customers. For example, product quality could be improved, price lowered to offer greater economy, upscale advertising media employed to create more brand prestige or distribution outlets added to provide greater customer convenience. Although aggressive, differentiation is far less forceful and far less expensive than a penetration strategy. Because it involves more marketing mix finesse and need not be expensive, a differentiation strategy could work at virtually any stage of the life cycle, from growth into decline.As a firm moves further along the maturity curve, a harvesting strategy (Henderson, 1970; Kotler, 1978) becomes an option if not a necessity. Typically, as a market shifts from early to late maturity, a maintenance strategy evolves into a harvesting strategy. In harvesting, marketing mix effort is reduced following the declining sales, and the brand remains a cash cow as long as the cost reductions are more than (or at least) proportional to the declining sales.Market decline strategiesAt some point the decline in sales approaches and then begins to exceed costs. And not just accounting costs, there are hidden costs as well; as Kotler (1965, p. 109) observed:No financial accounting can adequately convey all the hidden costs.At some point, with declining sales and rising costs, a harvesting strategy becomes unprofitable and a divesting strategy necessary.Although if a firm is one of the “last men standing”it may remain a “profitable survivor”(Kotler, 1997) in the market, if most of the competition has dropped out, if there are a sufficient number of laggards with purchasing power and a desire to buy lingering in the market, and if the costs of serving these remaining customers stays low. This is essentially an extreme harvesting strategy. Non-filter cigarettes or double edge razor blades provide examples of how a few competitors have survived in slowly declining markets. Eventually, as customers die out, marketing mix expenditures decline to zero and the brand is removed from the market.中文译文：市场营销战略：从概念的起源到概念框架的发展早期市场营销战略的概念在20世纪70年代市场营销战略作为营销管理的一个分支之前，甚至在20世纪60年代营销管理成为一个学派以取代传统的营销方法之前（巴特尔斯，1988；谢思等人，1988；肖和琼斯，2005），20世纪50年代的文献中就形成了一些独立的概念，这些概念构成了现代市场营销战略的核心。

什么是营销策略-外文翻译

外文翻译原文What is Marketing StrategyMaterial Source: Maketing Managenent Author: Philip Kotler Marketing strategy is essentially a pattern or plan that integrates your organization's major goals, policies, and action sequences in a cohesive whole to achieve customer successMarketing strategies are generally concerned with four Ps: product strategies, pricing strategies, promotional strategies, and placement strategies. Enterprises focus on nurturing relationships with customers and management, because the relationship can also bring benefits to businesses and consumers, in fact, relationship marketing more than simply building up customer relationships, but also time and effort to develop and maintain customer Relationship between enterprise and customer contact, including social contact (such as social support), psychological link (and reputation associated with guarantees), knowledge links (based on the expertise of knowledge) and ideological links (such as the ethics of compatibility) and so several different Links. Only benefit to both business and customer relationships can be developed and sustained, can be said that relations between the income received by all parties to maintain the relationship between the main reason.The focus of marketing strategies must the objectives to be achieved – not the process of planning itself. The impact of your marketing will also be improved greatly if you can use multiple channels.Market Leadership StrategiesThe market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in developing new business models and new customer value. You must be on the cutting edge of new technologies and innovative business processes. Your customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated.SWOT Analysis: Questions To AnswerWhat do you offer that makes you stand out from the rest?Do you have any specific marketing expertise?Differentiation StrategyThe key to successful marketing is differentiation. "If consumers don't perceive your brand(s) as being different from those offered by the competition, you won't win the marketing war. The battle for consumer minds is a battle of perceptions not products."2 Thus, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. It is not discretionary."1.Shaping your brand image: To start, consider first the personality of your company. Is it sexy or sweet? Tough or tender? Is it more like John Wayne or George Clooney or Andy Griffith? And if you think all this is hooey, consider these questions: Do Marlboros really taste better than other cigarettes? Is H&R Block superior to the tax accountant down the street? No, but a big reason these companies are leaders is because they have successfully built a personality around their brands.Test Marketing Your New Products or ServiceHow do you test market a new product or service? How do you find out if people are actually going to buy it? First, make or get a prototype. Create or get a sample. If it's being manufactured somewhere else, get a sample of it. If you're going to manufacture it yourself, create a prototype so that you can show it, demonstrate it, photograph it. So that you can let people see it, touch it, feel it, and get an opinion from itBut as a small business owner, you don't have time to devise complex marketing strategies for your products. Instead, you can tap into a few simple strategies that have already proven their worth.Many small business owners mistakenly confuse marketing strategies with ad campaigns. A marketing strategy is a plan or an approach for marketing your products and services. An ad campaign, on the other hand, is the means by which your marketing strategy is accomplished. Your objective is to tie your advertising efforts into a comprehensive marketing strategy that has carefully designed to attract attention in the marketplace.Relations can bring to customers personalized service, customized products and other revenue relationship, which can improve customer satisfaction, trust and commitment. Therefore, trust, satisfaction and commitment form the nature of the relationship is an important dimension of relationship quality. Which, according to the definition of marketing scholars, trust is the customer that their sales staff will provide long-term interests. Will promote the enhancement of trust relationshipbetween the improvement of quality and trust between the weakening of the quality will be reduced. Relationship satisfaction is the assessment for the interactive experience the feelings generated state is in the process of establishing relations based on personal experience and the formation of the subjective evaluation of the influence and wealth, is based on customer expectations and the actual formation of comparing performance. In general, satisfied customers will enhance the goodwill of the business, maintaining lasting relationships, and continuously improve the quality of relationships. Commitment is the behavior of participants in interaction orientation or attitudes, the relationship between a higher value perception will form and strengthen commitment to produce good effects.Some marketing strategies are created for the purpose of capturing a certain segment of the market, but the majority of small business strategies are more generic in nature. Even so, it's important to understand what your strategy is trying to achieve.Boost Consumer ConfidenceConsumers are fickle lot and are frequently hesitant to buy a product they know little about. If your business or products are new to the area, you could create a marketing campaign that emphasizes the quality and value of your products. The resulting boost in consumer confidence will likely translate into more action at the cash register.SPECIAL OFFER.Need to find the right prospect mailing list? Deliver your message to the right audience with highly targeted mailing lists from Experian. Special offer for site visitorsPurchase an Experian mailing list now.Create AwarenessAnother way to spark interest for your products is to conduct a campaign designed to promote your products in as many ways as possible. In other words, your marketing strategy could be to create buzz by blanketing the local airwaves, print space, and other advertising mediums with your name, logo, and products. Increased awareness will definitely bring more people into your store, but it also costs money, so you should be prepared to increase your advertising budget to pull it off.Leverage EmotionsNo matter what they say, the buying decision is emotional for many customers. Large corporations spend millions of dollars playing on their customers' emotionsand what works for them, can work for you, too. The key is to create a campaign that makes consumers feel themselves, your company, and the decision to buy your products.Overcome ObjectionsThe task of overcoming a buyer's objections is usually assigned to the sales team. However, a well-crafted marketing campaign can work toward overcoming your customers' buying obstacles before they walk in the door. A marketing strategy that emphasizes warranties, testimonials, endorsements, and other positive reinforcement devices can not only make the buying decision easier for existing customers, but also attract new customers who hadn't previously considered buying from your business.Set a DeadlineWhy do so many ads emphasize the date the sale ends? Because people respond to deadlines. Marketing strategies designed around the idea of limited supplies, temporary price reductions, or other mechanisms that create a sense of urgency can provide a quick influx of customers and can potentially jumpstart a business suffering from a diminished customer base.You don’t have to be a rocket scientist to come up with a good business marketing strategy, and it needn’t cost that much either.At its simplest, a marketing strategy is all about improving your chances of making sales – usually by making more potential purchasers aware of your products or services, or by making them aware of its desirable qualities (perhaps including its price).In any case it makes sense to optimise your budget. Given the choice between big-bang and little-but-often, good business marketing is less about getting big bangs and more about producing smaller amounts very regularly.The impact of your marketing will also be improved greatly if you can use multiple channels.Prospects in particular are more likely to become buyers if they read about your business in their newspaper, see your ads, find your website, enter your competition, take home a brochure, hear you speak at a seminar, and learn what a great company you are from a third party.So you should spread your activity. You should also maintain the momentum: Business marketing is a long-term activity.You don’t however need to spend big; most of the ideas in your marketing strategyare likely to involve moderate costs.译文什么是营销策略资料来源: 掌控市场作者：菲利普．科特勒营销战略本质上是一种模式或计划，整合在一个整体的组织中，它的主要目标是利用政策和行动的序列来帮助客户的成功。

营销策略外文翻译

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

网络营销策略外文文献翻译

文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636.原文Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni1 IntroductionMarketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves”Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences.This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.The advent of the Web had a significant impact on the way marketers do their strategies; it provides opportunities for companies to enhance their business in a cost-effective and practical manner. That is, the Web can be used by marketers to distribute products faster, to reach new markets, to conduct marketing research, to serve customers better, to solve customer problems and also to communicate more efficiently with marketing partners. This evolution of marketing is called “Internet Marketing”.The widespread advent of Social Networking stimulated a further development of marketing (Marketing 2.0) defining a new perspective connected to the symmetry of companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages; they actively express their needs, preferences and choices. All these issues stimulated the emerging of new marketing models with different aspects for successful marketing strategies such as: user information sharing and interaction, brand & corporate identity, search engine optimization (SEO) etc.. In the new marketing on Social Networks, databases play an enormous role in allowing the use and the integration of online tools. In particular they make it possible for consumers and companies to login and to have their own profile on a Social Networking site etc.; this give consumers and companies the possibility to connect each other and to fulfill their specific needs for information sharing and interaction and companies the possibility to outline the core concept of identity that, in the case of marketing strategies, can be extended to the analysis of the way in which consumers and companies develop their online profiles. This process can stimulate the presence of small enterprises on the market.However, a stronger change is connected to the popularity of Social Networks, combined with the widespread diffusion of mobile technologies, such as pocket PC, PDA and cell phone; it has given rise to the phenomenon of Mobile Social Networks. Mobile Social Networks are considered to bethe natural evolution of Social Networks; they can be seen as Social Networks communities specialized with mobile services. Mobile devices offer to Social Networks new opportunities connected with real-time location-based services, communication on the move and the sharing of information and services anywhere, anytime. This phenomenon is having a great impact on marketing sector. Mobile marketing (M-marketing) is defined as “the use of the mobile medium as a means of marketing communication” . More specifically, it is “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders” .In order to marketers adopt best M-marketing strategies it is very important to understand the use that users make of mobile devices, their perceptions and acceptance in terms of benefits and costs in using Mobile Social Networks for marketing purpose. The integration of Internet Marketing, Marketing 2.0 and M-marketing has led to the development of a new type of marketing: the Viral marketing. The reminder of the paper is organised as follows. Section 2 describes the Internet Marketing by discussing the different marketing ways, their advantages and limitations. Section 3 introduces the Marketing 2.0 by analyzing the benefits for consumers and companies. In Section 4 the different forms of mobile marketing strategies are discussed. Section 5 analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing on considering the characteristics that influence them. Finally Section 6 discusses the viral marketing trend.2 Internet Marketing: Marketing on the WebInternet Marketing is also called online Marketing, Website Marketing or e-Marketing. It is generally referred to the promotion of products or services over the Internet. Among the advantages of Internet Marketing there ismainly its cheapness both for companies and for buyers. Companies can reach a wide audience with minor budget respect to the traditional advertising while consumers can research and purchase products and services conveniently and quickly.There are different ways of Internet Marketing which are listed below:• Pay per Click: is a model where advertisers pay the publisher when the ad is clicked.• Marketing with Affiliates: A company hires one or more affiliates that are paid commission for each visitor that click on the banner or logo. Visitors are onnected to the sponsor’s site for which affiliates are paid a commission.• Search Engine Optimization (SEO): It allow to types keywords in search ngines related to ones product and to have the list of different sites related to that product. SEO maintains ones site to collocate on the first page of the most search engines to attract more traffic. This can give good Return on Investment (ROI) and increase profits.• Advertising t hrough Banner: Advertiser purchases banner to be displayed on the website. Usually, banner marketing is used to divert potential traffic to the site.• Auction through Internet: In a n online auction takes place when items are kept for selling. A minimum price for items is fixed by seller and buyers that offer the highest price will receive that product.• Listing on Directories: People can place their site on or which act as Yellow Pages on the internet. This is cheaper than the other ways of internet marketing, so also small-scale enterprise can use it.3 Marketing 2.0: Marketing on Social NetworksThe advent of Social Networking provides marketers with new potentialities, not available in traditional channels, in particular for the products and services diffusion. The importance of Social Networks and the key aspect of the companies’ interest on them are due to the wide number of consumers that can be reached using these tools. Marketers start from building a loyal constituency of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation, and use of knowledge from other forums to honestly counsel consumers. Marketers may also open discussion to specifically attract new members according to their profile of interest. The real advantages of Social Networks can be exploited when marketers use the interactive capabilities of this new medium and build a personal community environment for the consumers, on considering each consumer as an individual in addressing promotional messages, providing all related services at a unique point, and making the virtual community a truly worthwhile place for the consumer to visit. The possibility to individually and interactively address consumers, allows marketers to understand their target better and to provide new products and services in fulfilling the consumers needs. The importance of Social Networking is, moreover, connected to the symmetry between companies and consumers in their communication process. Indeed, consumers do not passively receive marketers’ messages they actively express their needs, preferences and choices. All these features of Social Networks allowed the introduction of different benefits on marketing process; the benefits can be view on considering the consumers as well as the companies’ point of view.From consumers’ p oint of view the key useful characteristics of a Social Network to consider are:• inter-activity: a consumer who joins a Social Network can seek information, test the product and proceed to place order forproducts. Consumers can also have access to the feedback of other people to make better informed decisions.• aggregation of services: a Social Network allows aggregation of different services, coordinated and hyper-linked by the seller of the products or services. This gives consumers access to all the necessary information to make a better purchase decision.• deliverability: a Social Network is delivered in real time 24 hours a day, and 7 days a week.These characteristic allow consumers to:• gather information a bout products and services offered by companies;• interact with other consumers without spatial and temporal constraints and with reduced search costs;• provide information about the product, to the company and to other consumers;• add “collective content” using discussion forums;• have economic benefits deriving from special prices, customized offers and better service from the qualitative point of view;• being part of a powerful bargaining group that can influence important marketing decisions.From the companies point of view the most important benefit that a Social Network an offer is given by the possibility to reach out and build interactive relationships with consumers on a global basis. In the past companies have been constrained by the inadequacies of the traditional channels, particularly in the products and services diffusion. Social Networks have the potential totransform and enhance this activity. As said before the key element for the interest in the use of Social Network is the critical mass of consumers that can be reached. Companies usually start from building a loyal community of consumers through advertisement on discussion forums, providing links to experts in specific areas for free consultation. Companies may also open discussion forums to specifically attract new members according to their profiles of interest. These discussion forums are rich sources of information about companies and their products/services and, at the same time, should be closely monitored by the marketer to identify the needs of the consumers. Companies can also facilitate an immersive experience to consumers, for example, by using 3-D virtual communities such as Second Life, they can create customized graphical user interfaces and include tutorials (Avatar), which can better explain to consumers how to move around and interact with the environment.Many real-word companies are taking interest in this latest online trend. American Apparel is the first "real world" company that has opened a store in the virtual world of Second Life. Its ultra-modern clothing store is located on a beach resort and has quickly become a hot spot within Second Life. Second life provides companies with the opportunity to build a strong trademark. Some brand owners have established an online presence by building retail stores to sell products in the real world. Moreover they have the possibility to create an event in the largest world virtual 3-D environment to directly communicate with the wide audience of the community members. For example, the MacArthur Foundation uses events on Second Life to introduce the foundation to a new audience and to stimulate discussions about the real-world issues that it seeks to resolve; William Gibson, the influential author who coined the word "cyberspace", had a reading in Second Life to promote his novel “Spook Country”; the Royal Liverpool Philharmonic have built a replica of their concert hall where they will perform works by Rachmaninov.4 M-Marketing: Marketing on Mobile Social NetworksToday we live in a mobile-devices-focused society. Mobile technologies, such as PDA, pocket PC and cell phone, transform interpersonal communications, which are independent from the fixed location, and result in the phenomenon of “situated nowhere,” in which communication occurs everywhere. Several studies individuate and classify mobile devices properties. In particular Klopfer et al. in classify the following five property classes, to characterise mobile devices:• Connectivity.• Social interactivity.• Individuality.• Context sensitivity.• Portability.The widespread diffusion of Mobile Social Networks have great impact on marketing strategies; from marketing 2.0 we move to M-marketing that is defined as “the transactions of commodities, services, or information over the Internet through the use of mobile handheld devices” . M-marketing has generally been viewed as “an extension of marketing 2.0 beyond the static terminal of the PC/TV to anytime, anyplace, anywhere on mobile and other wireless devices” . M-marketing on Social Networks are increasingly a vital component of brand marketers' strategies, creating a rush to develop content and advertising to consumers via on their mobile devices. There are many forms of M-marketing such as Short Message Servic (SMS), Multimedia Message Service (MMS), Mobile Web Marketing, and Location-based Services:译文营销策略的演变从网络营销到移动营销1 引言营销是“创造、沟通、向消费者提供价值并维护与客户的关系的过程”。

市场营销战略论文中英文外文翻译文献

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

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use。

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

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XXX markets.1.1 ProductA product XXX of their needs。

not the specific material characteristics.1.2 nXXX includes advertising。

personal selling。

public ns。

packaging。

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

4P营销策略和营销渠道外文文献翻译2014年译文3000多字

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

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4P营销策略和营销渠道外文文献翻译2014年译文3000多字

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

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

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(完整版)外文翻译(营销策略)

附件1：外文资料翻译译文营销策略内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。

营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。

有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。

一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。

关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略营销策略简述无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。

这种传达和交流是组织内市场营销功能的职责。

根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。

营销作用包括相辅相成的两方面。

营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。

操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。

产品和服务营销的方法有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。

然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。

营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。

营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。

一个可实行的销售方针的发展取决于几个关键维度。

首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。

销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。

外文翻译---赢得推特营销的手段和策略

毕业论文（设计）外文翻译标题：Winning Twitter Marketing Tools & Tactics原文：What's Twitter, and Why Use it?Twitter is a communications platform with millions of users, and growing at a phenomenal rate. It helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. Tech Crunch reports the Twitter user base is expected to be close to 25 million by the end of 2009. Mashable has calculated the rate of Twitter growth in '08 was 752%. With Twitter you have both the advantage of a huge market base, and the momentum of rapid growth.In this short guide, we'll tell you exactly how to capitalize on this huge buzz and "microblogging" phenomenon with some suggestions for professional tools and techniques to save you time. When you're new to Twitter, you might be wondering -- does anyone do anything besides talk about what they had for lunch? Short answer... yes. We thought the same until we got a large client totally on Twitter. If you're already aboard, you might like to learn some ways to accelerate success, and be efficient about it. We'll tell you in this Guide. These are proven strategies and tactics we've used to gain clients and grow our business in the last six months.We'll cover:• Time saving professional tools• CRM Integration options• Integration with your website and Business Blog• Ge tting more followers the smart way -- targeted for your business• Advertising Tools in the Twitter arena• A winning formula of tools, tactics and strategyTime Saving Professional ToolsFor our clients, our professional Twitter tool is EasyTweets for three main reasons: Automated scheduling of tweets, automatic search and find targeted followers, and the ability to manage several Twitter accounts. There is currently a special to try EasyTweets for $1.Above are four of 12 professional tools we use for automation, market research, and smart feedback built into Easy Tweets.Compare - Online Twitter Tool to Downloadable Tool: EasyTweets is an online service, so it's available from any computer connected to the internet -- upgrades are planned in Fall of 2009. If you prefer a downloadable program, we also like Hummingbird - there are a number of excellent features and its marketing reach extends beyond just Twitter. Larger companies may like to assign a marketing coordinator oversite and writing duties using the EasyTweets multi-twitter account software online, while the CMO -- Your Marketing Chief -- takes charge with Hummingbird, which integrates with Facebook and PingFM (still another gateway to several Social Media Markets... you should be using it, and we can tell you how). CRM Integration Options - It's all about the RelationshipMost businesses, large and small, understand the need to manage their customer relationships.First we saw databases designed for the tasks. Then email. Then stand-alone CRM - Customer Relationship Management - software, with some great options now online -- in cloud computing solutions. Here, we'll take a quick look at how three CRM providers are integrating Twitter and Social Media. versus SugarCRMThese two contenders for a cloud solution to Customer Relationship Management are often thought of as Proprietary () versus Open Source (SugarCRM) -- but Sugar CRM also offers some paid package options. Both are now integrating Twitter in interesting ways:Above, SalesForce does a good job of integration into their CRM solution, and note that Facebook is also available. SugarCRM is adding Twitter search integration via its open source community "add-on modules."BatchBook - This lesser known contender to services provided by and SugarCRM is positioning itself as the "CRM that knows the Business of Social". One example,you can view blog posts, photos, tweets and more alongside contact history:Above, BatchBook screen shows how using their CRM solution's "Social Media SuperTag", you can enter information such as Twitter usernames, blog feeds and LinkedIn profile URLs (plus many others!) on a contact record. Read more about BatchBooks' Social Media integration here.Integration with your Website and Business BlogAbove, we configure your website to connect with your twitter page and vice-versa for a powerful synergy.We develop Content Management Solutions and Business Blogs on the award-winning WordPress platform, and one great time saverand powerful integration tactic is to use Twitter plugins on your sites to automatically tweet out your latest blog posts to your twitter page, and also show a running commentary of your Twitter feed on your site. This synergy will build you a powerful presence in the Social Media sphere, keep your CMS updated and fresh, and do it mostly on auto-pilot. This is one of our core services and we will be pleased to provide an estimate to convert your "old school" site to an optimized, dynamic Content Management Solution, help you connect and build visibility with a Business Blog, and integrate them all with professional twitter tools.Who's Using Twitter for Business?Heard of Dell, JetBlue, and Pepsi? Those are some big name companies making it work for Cast uses Twitter for customer support. Some smaller successful players in the new Social Media space include CoffeeGroundz, NAKEDPizza, and Teusner Wines. (click to read a case study). You might also like to read, "40 of the Best Twitter Brands, and the People Behind Them."Getting more Followers the Smart Way -- Targeted for yourBusinessYou may have seen some of the SPAM programs out there advertising "Get 16k followers a day," etc. Volume is not the answer. Targeting is, and automation can help. You want to proceed in such a way that you gather followers who are interested in your industry and business. And you want to engage them by providing valuable information so they recommend you to more followers with similar interests. Here's our two-step, proven formula:1. Set your automatic search and follow controls for people using key phrases specific to your industry. Below is screenshot showing this tactic in Operation using EasyTweets -- you can do that yourself, or contact us and we'll provide you this service:2. Write short, compelling, and interesting tweets about your business, services, and industry -- and provide links, not only to your site but to other helpful reference material. If you don't have time -- we'll quote you on this. For larger companies, we recommend you use 4-20 of your Twitter accounts (anEasyTweets Plus account manages up to 5 twitter accounts & a Pro Account up to 40 from the same dashboard)for your sales staff, marketing managers, and at least one C-Level executive.Important Twitter Search Tools:• Local Search - Nearby Tweets finds Tweeters in your neighborhood. Big Tip for sales people ... find and engage people talking about your services, and industry.• Scoopler - Designed to search for hot topics, Scoopler returns the latest conversation in one column with a global search of videos, links and images in another.• Twiogle - Twiogle combines the power of Google with the immediacy of Twitter.• Monitter - Monniter (shown right) brings up a split screen where you can track three related Twitter conversation threads. WebFadds likes to watch SEO, Analytics, and CMS side by side.TIP: Open all four of the above search sites and spend 30 minutes looking at search results for terms that relate to your Brand, Services & Products. This is a powerful tactic for both research and sales teams.Advertising Tools in the Twitter ArenaAs Twitter matures, more and more service providers are offering advertising opportunities on the platform. You can of course, use your twitter account to advertise direct to your followers. You'll need to concept, prepare, and test the copy and graphics for your campaign -- give us a call... we'll help. And then, extend your reach using a good combination of the following tools:• Bubble Guru - Video Ads for Websites & Twitter - easy to set-up and use.At right, Bubble Guru lets you simulate how the guru will look at your site. Your "guru" appears in a circular "bubble" that pops up over the desired page at your site. Controls go away so your talker is alone in "bubble" to present your company in a unique way. We installed a similar video marketing pop-up for .• Featured Users - Feature your user profile across the Social Media landscape.•TwitAd Service - Get other to tweet about your company, products and services.• Twitter Coupons - Offer exclusive coupons to your followers.Above... BajaFresh serves up a Twitter Coupon• TwiveAway - Run your own Twitter Give-away Contest on autopilot.• TwtPoll - Take a poll for marketing research, and at the same time... advertise your company.Above is a "TwtPoll" about Business Process Management -- the firm "IMGWorld", which is in the business of BPM, gets recognized within the Poll.• Sponsored Tweets - Another service that connects advertisers with tweeters -- you can create "sponsored conversations" on Twitter.A Winning Formula of Tools, Tactics & StrategyOk. We've given you a brief overview in this guide of tools and tactics for marketing on Twitter. There are a number of services and software solutions out there, so here we'll sum up our formula for winning (which means getting customers and doing so efficiently) in the Twitter arena:• Establish a Twitter account for each key member of your marketing and customer service team, plus at least one C-Level Executive.• Establish additional Twitter accounts per service/product focus to serve the Twitter community by talking about and linking to sites of interest -- and occassionally your own. This is a secondary, but powerful technique that allows you to grow targeted followers who value your tweets, and so will follow your lead.• Integrate and automate your Tweeting with your Business Blog and Content Management System• Make sure you commit to tweeting helpful tweets 2-3 times a day (c'mon -- atweet is only 1-2 sentences long). Yes, there's automation to save you time. No -- you shouldn't rely totally on automation -- think about connecting with live customers and prospect engagement.Advanced Tip: Using your EasyTweets account there's a way to automatically place feeds from related reference sites in your tweets, with a short comment before each tweet. Learn how in the online guides, or we'll show you how.Integrate a focused, and well-developed Twitter marketing campaign using a smart combination of tools listed above.• Prove it: You and your Executives want to see ROI, right? So, install Google Analytics, set up values for each of your site Conversion goals, then review the value of traffic coming to your site and converting from visitors... to prospects, leads, and customers.Above is a recent report pulled from Google Analytics that shows the "Goal Value" for visitors from Twitter (we can help you with twitter presence, too), who visited . They converted at around 1%, so each click was worth .23 cents to us.That's our approach, and it can be your winning approach too. Do it yourself, or contact WebFadds and we'll provide a prompt estimate for your Twitter Marketing programThat's it. We wanted to keep this guide short and to the point, so we'll end with tworecommended books, and a Directory of links to over 30 more resources.出处：Danielle Chonody. Co-Founder of the Association of Pet Sitting[J].Twitter Secets.2008(10).pp76-89二、翻译文章标题：赢得推特营销的手段和策略译文：什么是推特和使用推特的原因。

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营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。

一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。

这种传达和交流是组织内市场营销功能的职责。

根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。

营销作用包括相辅相成的两方面。

营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。

操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。

产品和服务营销的方法有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。

然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。

营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。

营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。

一个可实行的销售方针的发展取决于几个关键维度。

首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。

销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。

销售方针也许受组织文化的也影响，并且那得假定这发生。

例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。

实施战略销售计划发展的因素存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。

例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。

然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当的。

当开发销售方针时必须考虑的第二个因素是市场领航者。

这些是各种各样政治的，经济的，社会与文化的，并且可能影响基础消费者需要的技术力量。

例如，处理信息和数据增长的容量的需求导致了信息技术在许多产业的普遍使用。

同样，为增加工作机会的大学教育也导致了为赢利的高等教育机关的扩散。

影响销售策略的因素然而，销售驱动所在并不是塑造你的市场战略的唯一外力。

竞争的本质在市场上对于销售的成功与否也是非常重要的。

实际上但凡商务都存在竞争。

当买计算机时，一个必须在Mac和PC之间作选择。

在市场上的多数软饮料都是由提供相似产品的二家公司的之一制造的。

当决定填满你的汽车时，在哪里都有可利用的各种各样的选择,大多燃料都可利用在泵浦上实际上也是同样。

这些企业中的每一个有它自己的市场位置并且努力通过销售保留它的市场份额。

一部分的销售策略能很好的决定自己在竞争中多么与众不同。

另一个外在的冲击一个企业如何最好的找准自己在市场上的定位的因素是市场或产业生命周期的阶段。

例如，有些组织总能在第一时间出现在创新或新产品的市场上。

其他擅长在应用创新并适应它市场(如低价，特色)的需要。

另外，有影响组织在市场上竞争获胜能力的各种各样的战略窗口。

一个战略窗口是在市场的需要和组织的能力的之间优选的一个限制时间段。

例如，当计算机存储技术继续演变，人们存放数据和信息的方式也随之而变。

打孔卡和磁带给5.25英寸和3.5英寸盘让了路。

今天，人们越来越多的用记忆黏附存放数据和信息，并且许多计算机甚至都不配置有驱动硬盘。

使用打孔卡在很多人的观念中是和使用算盘一样过时的。

一旦战略窗口开始关闭，这是组织寻找另一个机会的最佳典型。

竞争策略的发展为了符合他们的目标和宗旨的需要，许多企业开发出一项竞争策略来增加他们的竞争优势。

大体上竞争策略有三种方法：(1)低成本产品或服务产品的供应，(2)在竞争中的特色产品 (3)对特定有效市场的聚焦。

低成本战略低成本战略的目标是获取更大的市场份额。

这是通过提供比竞争对手更低的价格更优质的产品或服务来实现的。

这个战略的期望是组织将通过增加销售量赢得的可观的投资反馈。

低成本的领导战略使用的基本方法包括减少日常开支，购买或生产成本和被聚焦的销售方针。

例如，餐馆通过降低酒的价格来实现更多的销售量以弥补高价位时的销售盈利。

同样，一家大箱子商店也许能使用有效的管理和信息技术实践的组合以减少其运作费来转移它的商品的最低可能价格。

产品差别化竞争策略的第二种普通方法是产品差别化。

价格的因素存在。

然而，如果小心地处理，分化战略可以非常成功。

例如，Merrill Lynch能通过提供联合金融服务吸引最中意的投资者以使自己与其它竞争者区分开来。

这个策略在市场产生了被高度认可和重视的、与它的竞争者区分开来的Merrill Lynch的品牌，而且坚固了顾客忠诚度和竞争优势。

适当位置营销竞争策略的另一种普通方法是适当位置营销。

在这种方法中，组织寻求获取一种能全面销售其类型产品和服务的特定市场在整个市场中的比例。

这个策略要求具备相关特征的一个或更多具体市场部门的集中，例如买家产品系列或产品生产链、市场或者区域。

例如，而不是作为全科的行销，管理咨询企业也许专门研究仅与电信产业或与企业一起使用的芝加哥的西部。

小生境市场战略表明它可能改善服务市场的段而不是整个市场。

例如，管理咨询企业的例证，建立的伙伴或许来自于电信产业，因此他们更熟悉产业的细微差异。

这种在一个独特的位置投入的方法使组织(通过分化的类型)更好的销售到那些被聚焦的细分市场上而不是整体市场上。

竞争者的市场剖析整体上要成功的，对市场的分析不仅需要确认客户需求和市场提供的这些产品和服务与其需求之间的关系，还要从整体上考虑企业的市场状况和在竞争中所处的地位。

与其被被定义成一系列有相似的购买需求的顾客市场，不如说产业是一个向市场提供相似产品和服务的小组组织。

然而提供相似的产品或服务的不同组织不一定具有相同机会。

所以，了解市场观念上的竞争意义对于制定出一个使企业具有重大竞争优势的营销策略计划来说是十分重要的。

影响产业和在他们之内的竞争的因素影响在产业和其内部竞争的有几大因素。

政府规则能极大影响到产业的利益。

在这个因素设置的参量之内，然而，也有另外的因素影响着竞争怎么在产业之内运作。

例如，如果一定数量的组织全部提供相似的产品或服务，那么产业之内的竞争将是更加敏感强烈的。

例如，几年前这由二个出租汽车代办处营销口号得以证明。

“我们是第一!”惊叹的赫兹。

“我们将会更加努力的去尝试!”被再整合的Avis的呐喊。

顾客，同样，能影响竞争在产业之内的本质。

如果产业变得更大，它将对提供同一项产品或服务的新加入者变得更有吸引力。

同时竞争将倾向于随之增加。

同样，新的组织不仅能进入产业，而且他们也能带来能改变产业本质的新产品。

特别重要鉴于此的是那些改进价格和表现(即提供低价的同一质量或提供同一价格的更多质量)之间的关系的、由行业高赢利商家生产的新产品。

在一些产业中，单一类型的顾客控制着整个产业(即，联邦政府是军用船的主要制造者)。

这给顾客对更高规格、更紧的最后期限和低成本的产品要求更大的谈判空间。

另外，买家能通过搜寻更低价格，更加优质，强加额外功能的产品和服务等给厂家施加压力。

一些力图满足那些要求的组织将具备竞争优势。

然而，供应商能也有影响组织或产业的竞争性的讨价还价的能力。

如果只有一个或极个别零件或物质的供应商，那么驾驭这类商品的不再是此行业组织而是少数供应商了。

附件2：外文原文Strategic marketing(Wienclaw, Ruth A. Research Starters Business: Strategic Marketing ,Great Neck Publishing, 2008: 1-1)Abstract：In order for an organization's marketing effort to be successful, it needs to be based on a strategic marketing plan to help ensure that the goals and objectives of the effort are appropriate to the needs of the marketplace. Strategic marketing examines the marketplace to determine the needs of potential customers, the strategy and market position of the competitors, and attempts to develop a strategy that will enable the organization to gain or maintain a competitive advantage in the marketplace. There are a number of factors that should impact the development of a strategic marketing plan. These include internal factors such as the assets and skills of the organization and the organizational culture as well as external factors such as various market drivers, market or industry lifestyle, strategic windows, and the nature of the competition. An optimal strategic marketing plan will also follow a contingency approach that allows flexibility in meeting the unique set of factors that govern the marketplace and the organization's viability within.Keywords：Competitive Advantage; Competitive Strategy; Market Niche; Market Share; Marketing; Marketing Plan; Organizational Culture; Strategic Marketing Strategic Marketing OverviewNo matter how good the organization's products or services, unless their value can be communicated to potential customers, the organization will fail in its mission. This communication is the responsibility of the marketing function within the organization. According to the American Marketing Association, marketing is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Strategic marketing examines the marketplace to determine the needs of potential customers and the nature of the competitors in the market, and attempts to develop a strategy that will enable the organization to gain or maintain acompetitive advantage in the marketplace. Operational marketing is built upon the foundation set by the strategic marketing function and implements various plans and strategies (including a development of the appropriate marketing mix) to attract customers and foster customer loyalty.Methods for Product & Service MarketingThere a number of ways to market one's products or services including advertising, direct response, sales promotions, and publicity. However, unless one understands the needs of the customer, the market, and the industry as well as the strengths and weaknesses of the competition, these approaches are unlikely to be successful. Strategic marketing helps an organization sharpen its focus and successfully compete in the marketplace. Strategic marketing is concerned with two components: The target market and the best way to communicate the value of one's product or service to that market. The development of a viable marketing strategy depends on several key dimensions. First, as with any global strategy within the organization, a successful marketing strategy needs to be endorsed by top management within the organization. Marketing strategy is also political in nature: Powerful units within the organization may disagree on the best marketing strategy and an accord may need to be negotiated. Marketing strategies may also be affected by organizational culture and the assumptions that this engenders. For example, if the organization has always marketed its widgets to business executives, it may fail to see the potential for marketing to lower level personnel within the organization or even for personal use to adults or teenagers.Factors that Implement Strategic Marketing Plan DevelopmentThere are a number of factors that should impact the development of a strategic marketing plan for the organization. The first of these comprises the assets and skills that the organization already possesses or that it can readily acquire. For example, if an organization has a significant programming department on the payroll, it would be feasible for it to make and market application software. However, if these personnel are already involved in other work and are not free to work on a new software project and the organization cannot afford to hire additional programmers, starting a new software line would be inadvisable at best. The second factor that must be considered when developinga marketing strategy is the market drivers. These are various political, economic, sociocultural, and technological forces that can influence the wants and needs of the consumer base. For example, the need to be able to handle increasing volumes of information and data has led to widespread use of information technology in many industries. Similarly, the need for a college education for an increasing number of jobs has led to a proliferation of for-profit institutions of higher education.Factors Impacting Marketing StrategyMarket drivers, however, are not the only external force that shapes one's market strategy. The nature of the competition in the marketplace is also very important in determining whether or not a marketing effort will be successful. Virtually no business is without competition. When buying a computer, one must choose between Mac and PC. Most soft drinks on the market are manufactured by one of two companies who offer very similar products. There is a variety of choices available when deciding where to fill up one's car, yet most of the fuels available at the pump are virtually the same. Each of these businesses has its own market position and strives to keep its market share through marketing efforts. Part of the strategic marketing effort is to decide how best to differentiate oneself from the competition.Another external factor that impacts how one can best position oneself in the market is the stage of the market or the industry life cycle. Some organizations excel, for example, at being the first on the market with an innovation or new product. Others excel at taking the innovation and adapting it to the needs of the marketplace (e.g., lower price, different features). In addition, there are various strategic windows that affect an organization's ability to successfully compete in the marketplace. A strategic window is a limited time period during which there is an optimal fit between the needs of the marketplace and the competencies of the organization. For example, as computer storage technology continues to evolve, the methods by which people store data and information change. Punch cards and magnetic tape gave way to 5.25 inch and 3.5 inch disks. Today, more and more people are storing data and information on memory sticks instead, and many computers are not even made with disk drives. The concept of using punch cards is as foreign and antiquated in most people's minds as using an abacus. Once the strategicwindow begins to close, it is typically best that the organization look for another opportunity.Development of Competitive StrategyTo help meet their goals and objectives, many businesses develop a competitive strategy that will increase their competitive advantage. There are three generic approaches for competitive strategies: (1) the provision of low cost products or services, (2) differentiation of products from those of the competition, and (3) focus on the market niche.Low Cost StrategyThe goal of the low cost strategy is to gain a larger market share. This is done by offering acceptable quality products or services at prices lower than those of the competition. The expectation in this strategy is that the organization will earn an acceptable return on investment by increasing volume of sales. The basic methods used in low-cost leadership strategies include reduction of overhead, buying or production costs and focused marketing strategies. For example, a restaurant may reduce the price of wine with the intention of making up the shortfall in profits by selling more than they did at the higher price. Similarly, a big box store may use a combination of effective management and information technology practices to reduce operation costs in order to deliver the lowest possible prices on its merchandise.Product DifferentiationA second generic approach to competitive strategy is product differentiation. In this approach, the business attempts to differentiate itself from its competitors by producing a product or offering a service whose quality is perceived by customers to have unique features or characteristics that set it apart from similar offerings. This strategy attempts to build customer loyalty by offering something of value that is offered by no one else in the marketplace. In this strategy, the necessity of keeping the price of the product or service down becomes less important because customers are frequently willing to pay more to get their favorite brand. However, value can be a subjective quality and brand loyalty is not necessarily sufficient to make this strategy successful. There is a point beyond which most customers are no longer willing to pay a premiumprice. However, if carefully managed, a differentiation strategy can be highly successful. For example, Merrill Lynch was able to differentiate itself from its competitors by offering integrated financial services to attract the most desirable investors. This strategy yielded not only a well recognized and highly valued brand that differentiated Merrill Lynch from its competitors, but also resulted in substantial customer loyalty and a competitive advantage in the marketplace.Niche MarketingAnother generic approach to competitive strategy is niche marketing. In this approach, the organization seeks to gain a proportion of the total sales of a given type of product or service within the marketplace. This strategy requires a concentration on one or more specific market segments based on characteristics such as buyer group, portion of a product line or market, or geographical area. For example, rather than marketing itself as a generalist, a management consulting firm might specialize in working with the telecommunications industry or only with businesses on the west side of metropolitan Chicago. A niche market strategy is indicated in situations where the business believes that it can better serve a segment of the market rather than the entire market. For example, in the illustration of the management consulting firm, the founding partners may have come out of the telecommunications industry and, therefore are more familiar with the nuances of the industry than they are with other industries. This approach puts the organization in a unique position (through a type of differentiation) to be better able to market to that focused segment than to the market as a whole.Consideration of Competitors in the MarketplaceTo be successful, analysis of the marketplace needs to consider not only the needs of the customer base and the relationship between these needs and the value that can be offered by the organization's product or service, but also the state of the industry as a whole as well as the position of the organization's competition within that industry. As opposed to a market that can be defined as a group of customers with similar buying needs, an industry is a group of organizations (i.e., competitors) that offer similar products or services to the market. Different organizations offering similar products or services, however, will not necessarily have the same window of opportunity. Therefore,it is important to understand how competing firms view the market in order to develop a strategic marketing plan that will yield a significant competitive advantage.Factors that Influence Industries & the Competition within ThemThere are several factors that influence industries and competition within industries. Government regulation can significantly influence the profitability of an industry. Within the parameters set by this factor, however, there are additional factors that influence how competition works within an industry. If a number of organizations all offer similar products or services, for example, competition within the industry will typically be more intense. This is illustrated, for example, by the marketing slogans of two car rental agencies several years ago. "We're number one!" exclaimed Hertz. "We try harder!" rejoined Avis. Customers, too, can influence the nature of competition within an industry. If the industry becomes larger, it will become more attractive to new entrants offering the same product or service. As this occurs, competition will tend to concomitantly increase. Similarly, not only may new organizations enter the industry, but they may bring with them new products that change the nature of the industry. Of particular importance in this regard are new products that improve the relationship between price and performance (e.g., offer the same quality for a lower price or offer more quality for the same price) or produced by industries that earn high profits. In some industries, a single customer dominates the industry (e.g., the federal government is the primary procurer of military ships). This gives the customer more negotiating room for developing higher specifications, tighter deadlines, and lower costs. In addition, buyers can also exert pressure on an industry by searching for lower prices, higher quality, or demanding additional features for a product or service. Organizations willing to meet these requirements will achieve a competitive advantage. However, suppliers can also have bargaining power that affects the competitiveness of an organization or industry. If there is only one or a limited number of suppliers for a component or material needed by the organization, it is the supplier and not the organization that will drive the price of that commodity.五分钟搞定5000字毕业论文外文翻译，你想要的工具都在这里!在科研过程中阅读翻译外文文献是一个非常重要的环节，许多领域高水平的文献都是外文文献，借鉴一些外文文献翻译的经验是非常必要的。

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