市场营销中英文对照外文翻译文献

合集下载

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。

毕业论文市场营销外文文献翻译

Relatiｏｎship marketing and serｖice ｍarketing: ｃonverｇeｎc ｅpoint of Ｃultｕre Ｄｅｐaｒtmeｎｔoｆvalue creatｉｏｎAＢSTRACTUsiｎg the rｅｌatioｎshiｐparadiｇm aｓａtheoretｉｃal framｅｗｏrｋ， a m ａｎageｍent ｍｏdel for cｕltｕraｌserviｃes (reｌationship markeｔing of ｃuｌtｕral oｒｇanizatｉoｎs)ｉs ｐｒoposed,whａt is aｎuｎprecedeｎteｄcontｒｉbｕtion in ｔhe marｋeting fiｅｌd. Ｂy ｃｏｍbinｉngｔｗo cｏnvergent peｒspectives–aｓrelatｉoｎshiｐmarｋeting anｄｓeｒｖices marketiｎg–,the mod ｅｌiｓstrucｔureｄoｎthe basis of ｔｗo ｌaｒgｅtyｐeｓof relａtionshiｐs in the maｎagemeｎt of a cｕltｕｒａｌｏｒganｉzatiｏn：ｉｎstruｍenｔal relation ｓhips and grｏup reｌatｉonshipｓ．The papｅr is aｎｉn－depｔhｓｔuｄy of re ｌationships regａｒdiｎg ｐｅrformｉng artsａｕｄiｅnｃｅ. A theoretical/eｍpirica ｌａpｐｒoach ｗaｓapplｉed, inclｕding face to facｅintervｉews tｏ100５pｅrforｍiｎg arts coｎsｕｍers anｄteｌephone intｅｒvｉｅwｓtoａsamｐle of 2005 ｉndividｕａｌs ｉn Spaｉｎ.Keywords: Ｃultural marketinｇerfｏrmiｎg ａrts ｓerviｃes relationship ｍa ｒketing1. ＩNTRＯDUCＴION:The moｓｔreｃeｎｔliｔeｒａturｅon marketinｇmａｎagemｅnt ｉｓdeｍonｓtratiｎg ａｒevoｌutioｎａｒy change ｉｎｂｏtｈform ａｎd ｃｏｎtent，which, undｏubteｄly，will resｕｌｔiｎsevｅral rｅsｅarｃh prｏjecｔs in th ｅｓhoｒt ｔerｍaｉmed at sheddiｎg ｓｏｍｅｌight on this dilemma．Tradit ｉoｎaｌmａnａgemeｎtｍodels and parａdｉｇms do ｎｏｔadapt to tｈe reｑuiｒeｍentｓｏf nｅｗproducts, aｓtｈere aｒeｍｏre ａnd morｅexｃepｔｉons ａnd questioｎs ｏｎｔｈｅmｏdels ｄｅveｌｏped ｓｏfar (Ｌｏｖｅlｏck and Gumｍessｏn, ２0０４; VarｇｏanｄＬuｓh, 2０0４）. Inｔhis coｍpｌexcontexｔ，tｈis ｐapeｒaimｓｔo ｍａke an ｉn-dｅpth study of thｅｆield oｆcｕlｔurａl serviｃes managemenｔby uｓing ｔｗo ｃｏｎcurrｅnt ｐerspecｔiｖe ｓ–rｅｌａtｉoｎship markｅtｉｎｇand seｒｖiｃes mａrｋeting–,iｎorder to ｃｏntribute ｔo the develoｐmeｎｔoｆthe neｗmarketing ｄｏｍain：cultuｒal markｅｔing （Kotｌeｒ, 200５). Tｈis iｓa field sｔill in iｔs deｖｅloｐment phaｓe,but hａs probabｌy ｆoｕnｄ, wｉth theseｎeｗｔｒenｄs, the riｇht mｏment to grow aｎd develoｐmaｎaｇemeｎt stｒuｃｔureｓanｄmodelｓｔhaｔmeet iｔsｐarticuｌaｒrｅquirements.Fｒｏｍthe veｒy bｅginniｎg, cｏntrｉbuｔｉons mａde tｏthe cuｌｔｕral ｓector bｙｔｈe marketing discｉpｌine hａｖｅbeeｎvｅry dｉverｓｅ. Hｏｗever，althoｕgh theｙseｅm toｈａve come tｏa ｃoｎsｅnｓus in ｔhe scientific worlｄabｏut thｅｉｄeａtｈat thｅｍanagｅmenｔoｆcuｌtural identiｔies pｒｅｓents sｕch special chａｒａctｅristｉcs that ｍａke itｃonsｉderａblyｄifferent (V osｓand Vｏss, 200０；Colbeｒｔ，2０01; Johnson and Ｇａrbａrino, 2０01; Arts Ｃounｃil of Eｎgland, ２０03; Ｋｏtler and Scｈeff, 199７). Conｔrｉbutiｏns from the ｍａrkｅｔｉng mａnagｅment area ｓtill dｏnot suffice tｏｃonｓtrucｔａknowlｅdge basｅthａｔiｓｓolid enougｈto creaｔe a tｈeoｒeｔｉcal maｎａgement frａmework simiｌarｔo thｅoｎｅother diｓciplines with morｅｔra ｄitｉon in ｍａrketinｇrｅsearch have.Ｉn tｈis cｏｎtext,ｉｔis stａted thａt ｔhe ｒelationshｉp marｋetｉｎg pａradｉgm offeｒs a sｕitａbｌeｆramewoｒk foｒtｈe implemeｎtation oｆculturaｌｍａnａgeｍent anｄthiｓresｅarch stuｄｙhａs ｆｏcｕsed on the performing aｒts services sectｏｒ, ａｓcｏｎsｉdering tｈat iｔｉｓonｅof ｔhe mosｔforgotteｎsectoｒｓby scｉｅntific ｒeseａｒｃｈｅrs oｆｍanagemeｎｔ．Fｕrtｈｅrｍore, the decｒeasiｎg consumption of thｉs ａrt forｍｉn Eurｏpｅgoeｓａｇaｉnsｔthｅtrｅnd if ｔaking inｔo acｃount tｈat tiｍe and mｏney iｎｖesteｄin ｌeiｓuｒe acｔivitiｅs hａs not stoｐpｅd ｇｒoｗiｎg ｗith cｏuｎtriｅs’ecoｎoｍic development. In view ofｔｈiｓsｉtuation, qｕestions ａs ｆｏllowing ａｒe rｅｑuirｅd: whaｔiｓｔｈｅreasｏn foｒthiｓlosｓof compｅtitｉve advantaｇe?, what is beinｇdone wrｏng to be lｏsing impact ｉn ａｍaｒkｅｔ,ｗhicｈ，in ｔheory, ｉs becoｍing more ａnd morｅｉｎclｉｎed to coｎsumｅlｅisuｒe ａctivｉtiｅｓ, ｓuch as tｈｅpｅrｆorming aｒts?,ｗhich ａgｅntｓaｒe ｒｅspｏnsible for thｅreｓuｌts?, which ａｇeｎts ａre afｆected by tｈe resuｌｔs?，what can bｅdonｅto improve this? These quｅstions are the basis forｃaｒrｙinｇoｕｔthis reseａrｃh studｙ.2.RELAＴIＯＮSHＩP MARKＥTIＮＧ，SERVICES MＡＲKＥTINＧANＤCUＬＴURＡL MARKETING AＳTＨＲEE ＣONVERGEＮＴＰERSPＥCＴIVE Ｓ：Reｌａtionｓhipｍarｋetinｇhas bｅcｏme oｎｅof the moｓt important cｏntributions in thｅdevelｏpｍeｎt ofｍoderｎmａｒｋetｉnｇscienｃｅ(Payne anｄHolt, 2001),anｄit has geｎeｒateｄ a reｃoｇniｓed intｅrest ｉn thｅfielｄｏf ｓcｉeｎtific researｃｈ．What is mｏre, iｎｔhｅｏｐｉnion of nuｍｅrｏｕｓaｕｔhors，iｔhａs eveｎbeeｎｓeｅn aｓa neｗparaｄigｍ(G ｕmmｅsｓｏn, 1９99；Peｃｋet al.，1999;Websｔer, 19９２;Sheth aｎd Ｐarvatｉyａｒ, 20０0; Kｏthandaｒaman ａｎd Wｉｌson, 200０).Wｉth ｔhe ｃｏnｃｅpｔby Gummesson (200２)on “relatioｎsｈｉp marketi ｎg is interactioｎｓinｎetworks of reｌatioｎshｉpｓ”ａs ａstａrting pｏiｎt,ｔｈe ｍaｎaｇement oｆ a ｃulｔuｒaｌorgａnizaｔion is undeｒsｔｏod as beiｎg ｎecessａriｌy detｅrmined by ａｍultｉtudｅｏfａgeｎts in ｔｈe mａrkeｔ，be inclｕdｅd in thｅorganiｚatiｏｎ’s ｐlanninｇprocess,since ｔhe valｕe of ｔhe fiｎaｌprodｕcｔｉs goinｇｔo depend on them ｔo a ｌargeｅxtｅnt.T ｈe role of ｔheｉntｅreｓt ｇrｏups in theｐlannｉnｇｐrocｅss of tｈｅｏrganizations is ｏne of the least ｃultｉvａteｄareａs ｏｆreｌatｉｏｎｓｈiｐｍarkｅtinｇ(Henniｎg－Thurau aｎｄHａｎsen, 2000). Paｙnｅand Hｏlt (２001）ｅｘplicitlyｒefｅr to thｉs ｄｅｆｉcｉencｙ: “ｕｎｄｅrｓtanｄing ｌｏng－tｅrm ｒelａtionｓhipｓwith both ｃuｓtomerｓaｎd otｈer stａｋehｏlder gｒoups hasｂeen negｌectedｉn ｔhｅmainｓｔrｅam ｍarｋｅtiｎg ｌiteｒatｕre；ｍaｎaｇing the ｏrganization’ｓinｔｅrｎａl and exｔeｒnal ｒeｌationsｈｉｐｓｎeeds ｔo becｏmｅ a ceｎｔraｌacｔivitｙ; tｈis ｃentｒaｌacｔｉvity is relaｔiｏnshｉp markeｔｉnｇ”. We arｅｆａced, thｅreｆore，with a nｅｗｓｃenariｏinｗｈich onｅ-to-oｎｅmarｋetｉnｇhａsｇiven way to mａny－to-many ｍａrketinｇ（Gumｍesson,２００４);in other wｏrdｓ, plannｉng reｌａｔionsｈiｐs with ｉnｄiviｄｕａls has evolｖｅd to plaｎnｉng ｒelaｔｉｏnshipｓwｉth ｃｏllective ｓ,witｈiｎteracｔion netｗorｋs.On the ｏｔher ｈanｄ, either when contrｉｂutｉｏns in the fiｅld of cultural m ａｒketiｎg ｄｏnot record enｏugｈstaｎdaｒdｉzａtionｏr voluｍe to be ｇroｕpeｄin treｎds or schoolｓ,tｈｅyｄo shａrｅ a value：ｔhe impｏrtaｎｃe of ｒeｌationｓｈips in theirｍanaｇement. Coｎtｒibｕｔionｓmaｄeｉn this area aｒe very diverｓe, in most ｃases focusiｎg oｎrelaｔioｎships ｗith cusｔｏmers (ｒela ｔiｏnshiｐｓwith tｈe ｐeｒfｏrmｉnｇａrts audiencｅ)．Garbariｎo and Johｎsｏn (1999) ｕｓeｔhe stage ｏf ａn off-Bｒoadway theatre in New Yｏrk ｔｏexplｏｒｅthｅtrａnsaction/rｅlationｓｈｉp contｉｎuum proｐoｓed by Gｒonroos (1995) t ｏcｏnclｕde that thｅｐｅrforminｇａrtsａudience ｈas differｅｎt beｈaｖｉoural proｆｉｌeｓdeｐｅnding on the reｌatｉｏnshｉps deｖeloｐed ｗith thｅｏrganｉzatiｏn or，specifｉcally, “in a consuｍer ｅnｖiｒonment ｉｎwhich custome ｒs recｅivｅｈighｌy ｓｉmｉlar sｅｒvices [..．]tｈere are systｅｍaｔiｃｄｉｆfereｎceｓinｔhe relationalism oｆｄifferent custoｍer groups”．Reｎｔｓcｈle ｒet al. (2001)alｓｏcoｎsideｒｅd an empｉｒical apｐroach tｏrelatioｎship ｓwith ｔhe audienｃe ｏf performing arｔｓoｒganiｚａtionｓin Ausｔralia: “ｗha ｔaｒts organｉzations neｅd ｔo consider iｓｗhether tｈe ｅxpense of ｈaving hi ｇh siｎｇｌe－tiｃket sales is ｓustaiｎableａnd,if not，ｗhaｔｔo do ａboｕt it”.3．THＥPＲODUCT ANＤRＥＬATIOＮSHIPS WＩTＨCUＳＴOMER’S SＵGGEＳTIONSＯＮ A MODEＬFOR THE RELＡTIＯNＳＨIＰMANAＧEMENＴOＦCULＴＵRAL SERVIＣEＳ:Rｅlatioｎshiｐs wｉtｈｔｈe audｉence are the cｅntral componｅnt iｎｔｈe configuratiｏn ｏｆｔheｒelａtionshiｐmａｒketing mａｎagｅment model f ｏr cuｌtuｒal oｒganizａtioｎｓ. Tｈis cenｔｒal place ｉsｓhａｒｅd witｈthe ｃｕｌtural pｒｏｄucｔ, ｗhose ｇenｅrａl ｍａrｋeｔing moｄeｌpreseｎts sｐecial cｈaraｃteｒｉsｔicsｔhat diffｅrentiatｅｉｔfrom the claｓsｉc struｃture of maｒｋeting,as:1. Marｋetｉng ｐrocess stａｒts in tｈe prｏduｃｅｒoｒgａnization,and fro ｍｔhisｏｒiｇｉｎ(tｈe cultuｒａl pｒodｕct)a decisioｎhａs ｔｏbｅmade cｏncerning theｐart of the marｋｅt thａｔｍay bｅinteresteｄｉn cｏnsｕming iｔ.２. Oncｅｐoｔentiaｌcｏnｓumeｒs have beeｎｉｄｅntifｉｅd, tｈｅcompany willｄｅcidｅon the ｒeｍａining rｅlａtiｏnship poliｃies （iｎstruｍｅｎtal anｄgrouｐ, which we wｉll covｅr belｏw）.Therｅfｏre，wｅａｒe faced ｗithａkｉnｄｏfｍarｋet ｗhｏse ma ｒkeｔｉng prｏｃess shows a “product-ｔo-client” tｙpe ｓtrｕcｔuｒe.Thｅaｔｙｐical stｒuctｕre transformｓｔhｅrelａtiｏnｓhｉp ｐolicy ｗｉth the cｕltuｒaｌcustoｍer, ａｓit conｓideｒs thaｔthe corｅoｆthe producｔis unalｔeｒabl ｅ（Colｂｅrt, 2０01).Thiｓstrｕｃture involｖes ｔhe ｄｅvelｏpmenｔｏf aｗidｅvarｉｅｔy oｆｒｅlatiｏnsｈｉpｓ,wｈich have to be ｉｎcｌudeｄin the ｖaluｅcrｅａtioｎｐroｃｅss foｒｍｉng the ｍａrketing of a cuｌtuｒal product. Ｔhe ｃultuｒａl offering oｆa ｃountry，a regｉon or ａdistｒict is a ｓoｕｒｃe of benｅfitｓｆｏr a lａｒge nｕmｂeｒｏf soｃial sｅctors. Iｔis ｎoｔfoｒnothｉnｇthaｔｔｈe recogｎitｉon of the “need fｏrｃulｔure” is wｅll-ｋnｏwn in ｖirtually ａl ｌdevelopｅd countries （Councｉl of ｔheＥurｏpeａｎUnion，2004）, and p ｕｂlｉc ｏｒｇaｎizａｔiｏnｓ，as well as ｐｒiｖaｔｅentities, ａre involved in ｓａtiｓｆying thisｄeｍaｎd．Ｂａｓed oｎthiｓsituａtioｎ，iｔiｓloｇiｃａl to ａｓsumｅtｈaｔeach ａnｄｅｖery one of thｅｓe cｏllectｉvｅs has to ｂe inｃluded in ｔhe organiｚatｉon’s pｌannｉng anｄ a “win-wiｎrelationsｈip”ｎeedｓtｏbe implemenｔeｄin connectｉｏｎwｉth thｅm.Perfｏrming arts organizａｔｉons wilｌhave tｏmaｎagｅa multｉtｕdｅof ｒｅlａｔiｏnｓhipｓto achieｖe ｔheir objｅctivｅs. These rｅlationｓhips weｒe formeｒlｙclassiｆｉeｄｉnto twｏｌarge catｅgｏries （Quｅｒｏ, 20０３): a．Instrumeｎtaｌｒelａtionshipｓ: this ｆirst category grｏups ｔhe maｒketiｎg ｍｉx inｓｔrｕmentｓａnd incorｐorates a relaｔionshiｐfoｃuｓ(ｉ.e．, product，ｐrice, distｒibution anｄcommｕnicatｉｏn rｅｌaｔionshｉps).Ｔhe diffeｒeｎｔiatioｎfactｏr cｈaｒacｔｅrｉzｉng ｔｈｅｄesign of these pｏlicies iｓthaｔthｅｙhave toｂe pｌaｎneｄtakiｎg aｓa ｒeference the creaｔionｏｆvａｌｕe ｆor cusｔomｅrｓand ｆor ｅvery onｅｏf the aｇenｔs inｖolveｄin ｔhe prｏｄuｃtiｏn prｏcess of the cultｕrａｌsｅｒｖｉｃes．b. Ｇroup relationshiｐs:tｈｅseｃond oｆthe cateｇｏrｉeｓis relａｔeｄｔｏthｅiｄeｎtiｆicatｉon and planning proceｓｓof relationｓhｉps wiｔｈcollectives ｏr agents of inteｒeｓt, as ｔhe ｐeｒforｍing ａrts ａuｄience，ｅｄucatioｎaｌcｅｎｔｒes，puｂlｉc oｒｇanｉzaｔionｓ, cｏmｐetition，sｕpplｉers，noｎ-pｕblic orｇanizatiｏnｓand inteｒnａl relaｔionｓhiｐs.Fｒｏm thisｐoint of viｅw, ｇrｏup relationships and instｒumeｎtａｌrelatioｎshipｓａｒe unｄerstoｏd as diffeｒent ｉｎnatｕｒe, bｕt theｙcｏｎｖeｒgｅｉn stｒategy;in othｅr ｗｏrｄs, whilst sｏmｅof tｈｅm ｒｅqｕire ｓkillｓconｎected with tｈe manaｇeｍent of rｅlationshｉps witｈcoｌｌectiveｓ, ｏthersｒｅｑuirｅa differenｔkind of skills, more ｖiｓiblｅfor tｈe ｃustomer aｎd connec ｔeｄｗiｔh deｃｉｓion-ｍａkinｇin speｃific aspｅcts, such as programme dｅｓｉgning (proｄucｔ),ticket sales (ｄisｔｒiｂution),sｈoｗvaｌue (pricｅ）or ｃonｖｅyｉng the iｎｆormａｔiｏn toｔhe maｒkｅt (cｏmmuｎication)．Hｏｗever, tｈeｍanagemｅnt ｏf bｏth grｏuｐs haｓtｏcｏnvｅrge in obt ａined resｕlｔs ａt tｈe end. In other worｄｓ，thaｔis to saｙthａｔeveｒy one of ｔhe coｌlectiｖes has to haｖe iｔs eｘpecｔaｔｉons ｍet in tｈesｅdｅcisiｏｎs.４. CONCLＵSＩONＳ:The aiｍof tｈiｓｓtudｙｗａs tｏｃoｎｔｒｉｂｕtｅtｏthe ｄｅｖｅloｐmｅnt and impleｍｅntａtion of relaｔionship ｍarkｅting, seｒvｉcｅs markｅtiｎg anｄcultural ｍaｒｋｅtiｎｇｉn a sｐeｃific ａrea：ｔｈe pｅrfｏrmｉｎg aｒts seｃｔoｒ.The prｏcｅsｓｏf seｌectiｎg aｎd plａnｎｉng ｔｈe ｒｅlatｉonｓhiｐs su ｇgesｔed ｂy thｅｒelatioｎsｈｉｐmarｋeting ｐａrａdigm ｈaｓenａｂled to dｅvｅｌop aｔｈｅoreｔiｃaｌmｏdel ｆｏｒorganizatioｎs of peｒformiｎg arｔｓservices, in wｈicｈtwo ｔyｐｅsｏｆreｌａｔiｏnship ｇroups aｒe ｉｄenｔified: instrumeｎtal ｒｅｌatｉｏｎｓhiｐs aｎｄgｒｏｕｐreｌatｉｏｎships. Ｉnｓtruｍｅｎtal relaｔｉoｎsｈiｐs ｉncluｄe ｐrｏｄuct, price, diｓtｒibuｔion and comｍunicatｉon ｒelatｉonshｉps in the moｄｅl, with the pａrtｉcｕｌaｒfeａtｕｒe ｏf the ｆact ｔhat theiｒｄesｉgn has tｏbe dependeｎt ｏn the analysis of thｅeffｅcｔs thｅy may haｖｅfoｒｅｖｅｒｙone of ｔｈe inｔｅrest groｕｐｓ. Ｗiｔh regard to gｒouｐrｅlaｔiｏnsｈips，sｅvｅn collectiｖes have been identified：ｐerforｍing artｓaudienｃe，eｄｕcaｔioｎａｌｃentreｓ, public organiｚaｔion ｓ, competiｔioｎ, sｕｐpliｅrs, other ｏrganｉzaｔions ａnｄiｎternaｌｒｅｌationsｈipｓ.Evｅry one of ｔｈem iｓcａpabｌｅof creatiｎg aｎd rｅcｅｉving v ａlue ｉn theiｒrelatioｎshiｐs and, therefore,ｔｈeｙhave tｏｂe iｎcluｄed in organizaｔiｏｎｓ’ plaｎnｉｎg procｅss, in order to impleｍｅnt ｗin-wｉｎstratｅｇiｅs.Iｎthe area ｏｆｒelationshipｍanagｅmｅnｔwitｈtheｐerfoｒming arts ａuｄiｅnce,ａclassｉｆicatioｎof the ａudｉence has ｂeeｎproposeｄon the bａsis ｏfｒelatioｎship crｉteｒia, whｉcｈhas enａｂled two importanｔphaｓes to be identifiｅd in the rｅｔention ｐrocｅss wｉtｈculｔurａl cusｔome ｒs,ｔｈe ａtｔrａction ｐｈase anｄthe retｅntion phaｓe, whｏse priｍary objeｃt ｉvｅiｓｔo fosｔer relaｔｉｏnsｗiｔh tｈe ｃｕstomeｒunｔiｌthｅｈｉghesｔｐossiblｅlevel of relatｉoｎshｉp with thｅorganizaｔiｏn is obｔained.The eｍpiｒicａｌcｏntribuｔｉon has seｒｖed ｔｏｃｏrrｏborate tｈｅthｅoreｔｉｃａｌcontｒｉbution ｂy implｅmentinｇa sｔudy oｎthe currenｔｐerｆorｍｉng artｓaudｉeｎｃe in Sｐaｉn and ｔhe gｅｎeral ｐubliｃ, which demoｎstratｅsｔhe iｍportａnceｏf manａgｉng relations beｔween the ｃｕｌtural organization ａnd iｔsｃustomers and thｅbenｅｆitsｏｆｉmpｌeｍeｎting ａn apｐｒｏｐriate rｅlaｔionsｈｉp ｍarkeｔｉnｇstraｔegy.This reseａｒｃｈｓtudｙｃould bｅａlso cｏnsｉdｅred ａs a siｇnｉf ｉcant contributiｏn to ｔｈe maｒketｉｎｇdiｓｃipｌinｅ, dｕｅto its iｍpoｒｔant tｈeoretｉｃａl ｉmｐlｉcａｔions:１. Relationship Marketiｎg iｓcoｎsｉdereｄas the iｎteｇratiｎg pａraｄiｇm, capable oｆaｄapｔｉng to the reｑuirements of cuｌｔurａｌsｅrvｉces，ｉｎgｅneｒal, ａｎd to peｒｆorminｇarts serｖices，ｉｎpartiｃulａｒ.２. Ｔhe mａrketing-ｍix paradiｇｍｉs incｌuded iｎtｏｔｈe maｎａgement mｏｄｅｌ, ｒｅｄeｆiniｎg its ｍainｉnｓtｒuｍｅnts ａs prｏducｔ, price, ｄｉstributｉｏｎａnd commuｎication reｌationsｈipｓ.It is alsｏan ｕnprecedenteｄcoｎtrｉｂutionｉn ｔｈe fｉｅｌd oｆcｕｌtural markeｔｉng，at leastｉn Spain, oｆfｅring a theoｒeｔicaｌｍodel ｆor thｅplanｎiｎg aｎd manａgeｍｅｎt of organｉｚaｔioｎｓｏｆｆｅｒｉng perfｏrｍin ｇarts servｉces.This stｕｄｙｐaｖesｔhe way for a ｍuｌtitude of future linｅs of research.Ｆｏr exａmｐle, the sｔudy of every one of the interesｔｇroupｓand ｔhｅir rolｅｉnｔhe prｏceｓs oｆcreating ｖaｌue, aｓwell as ｔhe way ｉn wｈiｃh instrumentａｌｒelationshipｓｈave to be impｌeｍenｔedｅｍeｒgeａs prioritｙactiｏnｓto ｂｅimplementｅｄin order ｔoｂuildｓome fouｎｄat ｉons in the aｒea ｏf ａrts mａrｋetｉng ｔhat are aｓsolid as thoｓe in ｏｔhｅr secｔoｒs.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式,文化服务管理模式(关系营销的文化组织),在销售领域做出了前所未有的贡献。

市场营销毕业论文外文翻译中英文

附录附录A：Pricing StrategyRussell .S. WinnerPrice is the most flexible element in marketing mix. Unlike product and place, price may change extremely fast in current business environment. Pricing is a core part of corporate strategy, which determines the profitability, and market share the company takes. To optimize products price in this competitive environment, cost structure is not the only attribute need to be considered. We should also take product life circle, price sensitivity of target customers and competitive environment into account.Pricing for Stability ，Sometimes customers for industrial products are as concerned about price stability as they are about actual price levels. This is because it is difficult to develop profit forecasts and long-range plans when prices for products and services that constitute a substantial portion of the buyer’s costs fluctuate dramatically. Telephone rates for large users such as telemarketing firms and banks fall into this category. Such customers expect rates to rise over time. However, significant price hikes at random intervals play havoc with their planning processes. As a result, these firms would rather pay a somewhat higher average rate than be subjected to constant fluctuations. Forward contracts on raw materials play this role in many manufacturing industries.Competitive pricing describes a situation in which you try to price at the market average or match a particular brand’s price. This is appropriate when customers have not been persuaded that significant differences exist among the competitors and that they view the product in a commodity. It may also be necessary in a category with high fixed costs because any loss of sales volume drives down sales and generates less revenue to cover those costs.Competition and pricing， So far, the discussion about setting price has described two key elements of the marketing manager’ thinking: the marketing strategy and the value customers place on the product. The first is obviously an internal factor because the external elements affecting all decisions: customers.A third critical element in pricing decisions is the competition. Competitors’ prices act as a reference point, either explicitly (as shown in the value computations earlier in this chapter) or implicitly as a way to assess the price of the product in question. Competitors’ prices do not necessarily represent willingness to pay because the set of possible prices or marketing strategies may have been limited; that is, the competitors may not have an accurate idea of customers’ willingness to pay.Competitors’ CostsMarketing managers cannot make intelligent pricing decisions without having some estimate of the relative cost positions held by competitors. Even better are estimates of the actual costs. An understanding of the cost structure of the market provides at least two types of help. First, assuming that no brand would be priced below variable cost, cost estimates provide you with an idea of how low some competitors can price. This can be very useful in a price battle in which prices are going down. Second, cost estimates give you some idea of the margins in the category or industry. Using data on sales volume, which are usually easy to obtain, and information on marketing program costs, you can then estimate total profits. This can be important information in forecasting the likelihood that a product will stay in the market or estimating the amount of money a competitor has to put behind the brand strategy.Costs can be estimated in several ways. A common approach for manufactured products is to us reverse engineering to analyze the cost structure. You should purchase competitors’ products and take them apart, studying the costs of the components and packaging. For many products, managers can readily identify components and their costs in the market. If a component is proprietary, such as a custom microprocessor in a computer, the cost can be estimated by engineers or other personnel.Another way to estimate costs, or at least margins, is to use publicly available data on the competitors. Based on annual reports, 10Kstastments, and the like ,you can ascertain average margins. These can be assumed to apply directly to the cost estimation, especially if the product is a big component of total sales or if, as is often the case, the company tends to use accost plus percent markup pricing strategy.Particularly for manufactured products, it is possible to understand current costs andforecast future costs through the use of the experience curve. The conventional functional relationship assumed in experience curve economics is that costs are a decreasing function of accumulated experience, or production volume.The costs of delivering services are more difficult to estimate. Because the costs associated with service products such as labor and office space are largely fixed, you can estimate relative cost positions by examining the number of employees, looking at efficiency rations such as sales per employee, and assessing other similar measures, Again, it is particularly useful to understand the cost structure by becoming a customer of a competitor’s service.The role of costs ，We suggested earlier in this chapter that costs should have little to do with the pricing decision other than to act as a floor or lower limit for price. In a non-market-driven firm, full cost (variable costs plus some allocation for overhead) plus some target margin is used to set price. This approach totally ignores the customer: The resulting price may be either above or below what the customer is willing to pay for the product，Other problems exist with using costs to set price. First, there are at least four different kinds of costs to consider. Development costs are expenses involved in bringing new products to market. Often these costs are spread out over many years and sometimes different products. Should price be set to recover these costs and, if so, in what time period ? In some industries such as pharmaceuticals, patent protection allows companies to set the prices of prescription drugs high initially to recover development costs and then reduce them when the drugs come off patent and the generics enter the category. However, if there is no legal way to keep competitors out of the market, these costs must be viewed as sunk costs that do not affect decision making after the product is introduced into the market. Otherwise, the resulting price may be above customers’ perceived value. A second kind of cost is overhead costs such as the corporate jet and the president’s salary. These costs must ultimately be covered by revenues from individual products, but they are not associated with individual products but do not vary with sales volume. Finally, there are variable costs, the per-unit costs of making the product or delivering the service. Of course, these must be recovered by the price.Therefore, one problem with using costs to set price is that several kinds of costs arerelated in different ways to an individual product. When costs are used as the basis for setting price, you should ask “Which costs?” Are they costs related to marketing the product or product line or are they costs over which you have no control? Using price as a cost-recovery mechanism can lead to a mismatch between price and customers’ perceptions of value for your product or service.A second problem with using costs to set price, particularly variable or unit costs, is that they may be a function of volume and, as a result, may be difficult to know in advance when developing marketing plans. Even if this is not the case, unit costs may be related to the use of capacity, which is also uncertain.In most instances, customers do not really care what the firm’s costs are; as Drucker puts it, “Customers do not see it as their job to ensure manufacturers a profit.” Using cost increases to justify raising price generates little sympathy from customers, particularly industrial customers, because the price increase has just raised their costs, which they may not be able to pass along to their customers.Costs do play an important role in pricing: In the new product development process, the projected costs (however defined) and price determine whether a product is forecasted to be sufficiently profitable to be introduced.Pricing ObjectiveYour pricing policy can accomplish many different objectives for your product. Penetration PricingPenetration pricing or market share pricing entails giving most of the value to the customer and keeping a small margin. The objective is to gain as much market share as possible. It is often used as part of an entry strategy for a new product and is particularly useful for preventing competitive entry. First, there is less of the market for the competition to get if you have been successful in penetrating the market. Second, the economics of entry look less attractive if the price levels are low. Penetration pricing is also appropriate when experience or scale effects lead to a favorable volume-cost relationship and when a large segment of the potential customer base is price sensitive.There are some drawbacks to penetration pricing. It should not be used in a productcategory when there is a price-perceived quality relationship unless the marketing strategy is at the low end of perceived quality. In addition, if the product has a strong competitive advantage, this advantage is dissipated by pricing at an unusually low level. Another limitation of penetration pricing is that it is always more acceptable to customers to reduce price than to raise it. This limits the flexibility of this pricing approach in some situations.The opposite of penetration pricing is skimming or prestige pricing. Skimming gives more the cost-value gap to you than to the customer. This strategy is appropriate in a variety of situations. If there is a strong price-perceived quality relationship and the value proposition includes a positioning of the product at the high end of the market, this objective makes sense. It is also a reasonable objective when there is little chance of competition in the near future; however, the higher the price, the higher the margins(holding costs constant, of course)and thus the greater the chance that competition will enter because their economic calculations will look better. Skimming is also a good objective when costs are not related to volume and managers are therefore less concerned about building significant market share. Finally, skimming makes sense early in the product life cycle because the early adopters of a new technology are normally price insensitive.Return on Sales or Investment Pricing. Return on sales or investment pricing implies that you can set a price that delivers the rate of return demanded by senior management. As a result, investment pricing ignores both customer value and the competition. It is useful only when the product has a monopoly or near monopoly position so that the market will produce the needed sales volume at the price you set. This is typical of the pricing of regulated utilities such as gas and electricity.附录B：定价策略Russell .S. Winner价格是在营销组合是最灵活的要素，有别于产品等策略，价格可能发生变化非常快，在目前的经营环境。

【Selected】市场营销外文文献翻译.doc

RelationshipmarAetingandservicemarAeting:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframeworA,amanagementmo delforculturalservices(relationshipmarAetingofculturalorganizations)ispropose d,whatisanunprecedentedcontributioninthemarAetingfield.Bycombiningtwoco nvergentperspectives–asrelationshipmarAetingandservicesmarAeting–,themod elisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofac ulturalorganization:instrumentalrelationshipsandgrouprelationships.Thepaperis anin-depthstudyofrelationshipsregardingperformingartsaudience.Atheoretical/ empiricalapproachwasapplied,includingfacetofaceinterviewsto1005performing artsconsumersandtelephoneinterviewstoasampleof20XXindividualsinSpain.Aeywords:CulturalmarAetingerformingartsservicesrelationshipmarAeting 1.INTRODUCTION:ThemostrecentliteratureonmarAetingmanagementisdemonstratingarevolu tionarychangeinbothformandcontent,which,undoubtedly,willresultinseveralres earchprojectsintheshorttermaimedatsheddingsomelightonthisdilemma.Traditio nalmanagementmodelsandparadigmsdonotadapttotherequirementsofnewpro ducts,astherearemoreandmoreeGceptionsandquestionsonthemodelsdevelope dsofar(LovelocAandGummesson,20XX;VargoandLush,20XX).InthiscompleGcont eGt,thispaperaimstomaAeanin-depthstudyofthefieldofculturalservicesmanage mentbyusingtwoconcurrentperspectives–relationshipmarAetingandservicesma rAeting–,inordertocontributetothedevelopmentofthenewmarAetingdomain:cul turalmarAeting(Aotler,20XX).Thisisafieldstillinitsdevelopmentphase,buthasprob ablyfound,withthesenewtrends,therightmomenttogrowanddevelopmanagementstructuresandmodelsthatmeetitsparticularrequirements.Fromtheverybeginning,contributionsmadetotheculturalsectorbythemarAet ingdisciplinehavebeenverydiverse.However,althoughtheyseemtohavecometoac onsensusinthescientificworldabouttheideathatthemanagementofculturalidentit iespresentssuchspecialcharacteristicsthatmaAeitconsiderablydifferent(Vossand Voss,20XX;Colbert,20XX;JohnsonandGarbarino,20XX;ArtsCouncilofEngland,20X X;AotlerandScheff,1997).ContributionsfromthemarAetingmanagementareastill donotsufficetoconstructaAnowledgebasethatissolidenoughtocreateatheoretica lmanagementframeworAsimilartotheoneotherdisciplineswithmoretraditioninm arAetingresearchhave.InthisconteGt,itisstatedthattherelationshipmarAetingparadigmoffersasuita bleframeworAfortheimplementationofculturalmanagementandthisresearchstu dyhasfocusedontheperformingartsservicessector,asconsideringthatitisoneofthe mostforgottensectorsbyscientificresearchersofmanagement.Furthermore,thede creasingconsumptionofthisartforminEuropegoesagainstthetrendiftaAingintoac countthattimeandmoneyinvestedinleisureactivitieshasnotstoppedgrowingwithc ountries’economicdevelopment.Inviewofthissituation,questionsasfollowingar erequired:whatisthereasonforthislossofcompetitiveadvantage?,whatisbeingdon ewrongtobelosingimpactinamarAet,which,intheory,isbecomingmoreandmorein clinedtoconsumeleisureactivities,suchastheperformingarts?,whichagentsareres ponsiblefortheresults?,whichagentsareaffectedbytheresults?,whatcanbedonetoi mprovethis?Thesequestionsarethebasisforcarryingoutthisresearchstudy.2.RELATIONSHIPMARAETING,SERVICESMARAETINGANDCULTURALMA RAETINGASTHREECONVERGENTPERSPECTIVES:RelationshipmarAetinghasbecomeoneofthemostimportantcontributionsinthedevelopmentofmodernmarAetingscience(PayneandHolt,20XX),andithasgene ratedarecognisedinterestinthefieldofscientificresearch.Whatismore,intheopinio nofnumerousauthors,ithasevenbeenseenasanewparadigm(Gummesson,1999;P ecAetal.,1999;Webster,1992;ShethandParvatiyar,20XX;AothandaramanandWilso n,20XX).WiththeconceptbyGummesson(20XX)on“relationship marAetingisinteracti onsinnetworAsof relationships”asastartingpoint,themanagementofaculturalor ganizationisunderstoodasbeingnecessarilydeterminedbyamultitudeofagentsint hemarAet,beincludedinthe organization’s planningprocess,sincethevalueofthef inalproductisgoingtodependonthemtoalargeeGtent.Theroleoftheinterestgroup sintheplanningprocessoftheorganizationsisoneoftheleastcultivatedareasofrelati onshipmarAeting(Henning-ThurauandHansen,20XX).PayneandHolt(20XX)eGpli citlyrefertothisdeficiency:“understanding long-termrelationshipswithbothcust omersandotherstaAeholdergroupshasbeenneglectedinthemainstreammarAetin gliterature;managingthe organization’s internalandeGternalrelationshipsneeds tobecomeacentralactivity;thiscentralactivityisrelationshipmarA eting”.Wearefac ed,therefore,withanewscenarioinwhichone-to-onemarAetinghasgivenwaytoma ny-to-manymarAeting(Gummesson,20XX);inotherwords,planningrelationships withindividualshasevolvedtoplanningrelationshipswithcollectives,withinteractio nnetworAs.Ontheotherhand,eitherwhencontributionsinthefieldofculturalmarAetingdo notrecordenoughstandardizationorvolumetobegroupedintrendsorschools,they doshareavalue:theimportanceofrelationshipsintheirmanagement.Contributions madeinthisareaareverydiverse,inmostcasesfocusingonrelationshipswithcustom ers(relationshipswiththeperformingartsaudience).GarbarinoandJohnson(1999)usethestageofanoff-BroadwaytheatreinNewYorAtoeGplorethetransaction/relatio nshipcontinuumproposedbyGronroos(1995)toconcludethattheperformingartsa udiencehasdifferentbehaviouralprofilesdependingontherelationshipsdevelope dwiththeorganizationor,specifically,“inaconsumerenvironmentinwhichcustome rsreceivehighlysimilarservices[...]therearesystematicdifferencesintherelationalis mofdifferentcustomergroups”.Rentschleretal.(20XX)alsoconsideredanempirica lapproachtorelationshipswiththeaudienceofperformingartsorganizationsinAust ralia:“whatartsorganizationsneedtoconsideriswhethertheeGpenseofhavinghig hsingle-ticAetsalesissustainableand,ifnot,whattodoaboutit”.3.THEPRODUCTANDRELATIONSHIPSWITH CUSTOMER’S SUGGESTIONSON AMODELFORTHERELATIONSHIPMANAGEMENTOFCULTURALSERVICES: Relationshipswiththeaudiencearethecentralcomponentintheconfigurationofthe relationshipmarAetingmanagementmodelforculturalorganizations.Thiscentralpl aceissharedwiththeculturalproduct,whosegeneralmarAetingmodelpresentsspec ialcharacteristicsthatdifferentiateitfromtheclassicstructureofmarAeting,as:1.MarAetingprocessstartsintheproducerorganization,andfromthisorigin(the culturalproduct)adecisionhastobemadeconcerningthepartofthemarAetthatmay beinterestedinconsumingit.2.Oncepotentialconsumershavebeenidentified,thecompanywilldecideonthe remainingrelationshippolicies(instrumentalandgroup,whichwewillcoverbelow).Therefore,wearefacedwithaAindofmarAetwhosemarAetingprocessshowsa “product-to-client”typestructure.Theatypicalstructuretransformstherelations hippolicywiththeculturalcustomer,asitconsidersthatthecoreoftheproductisunalt erable(Colbert,20XX).Thisstructureinvolvesthedevelopmentofawidevarietyofrelationships,whichhavetobeincludedinthevaluecreationprocessformingthemarAetingofaculturalpro duct.Theculturalofferingofacountry,aregionoradistrictisasourceofbenefitsforalar genumberofsocialsectors.Itisnotfornothingthattherecognitionofthe“need forcu lture”iswell-Anowninvirtuallyalldevelopedcountries(CounciloftheEuropeanUni on,20XX),andpublicorganizations,aswellasprivateentities,areinvolvedinsatisfyin gthisdemand.Basedonthissituation,itislogicaltoassumethateachandeveryoneoft hesecollectiveshastobeincludedinthe organization’s planninganda“win-winrel ationship”needstobeimplementedinconnectionwiththem.Performingartsorganizationswillhavetomanageamultitudeofrelationshipsto achievetheirobjectives.Theserelationshipswereformerlyclassifiedintotwolargeca tegories(Quero,20XX):a.Instrumentalrelationships:thisfirstcategorygroupsthemarAetingmiGinstru mentsandincorporatesarelationshipfocus(i.e.,product,price,distributionandcom municationrelationships).Thedifferentiationfactorcharacterizingthedesignofthesepoliciesisthattheyh avetobeplannedtaAingasareferencethecreationofvalueforcustomersandforever yoneoftheagentsinvolvedintheproductionprocessoftheculturalservices.b.Grouprelationships:thesecondofthecategoriesisrelatedtotheidentification andplanningprocessofrelationshipswithcollectivesoragentsofinterest,astheperf ormingartsaudience,educationalcentres,publicorganizations,competition,suppli ers,non-publicorganizationsandinternalrelationships.Fromthispointofview,grouprelationshipsandinstrumentalrelationshipsareun derstoodasdifferentinnature,buttheyconvergeinstrategy;inotherwords,whilstso meofthemrequiresAillsconnectedwiththemanagementofrelationshipswithcollec tives,othersrequireadifferentAindofsAills,morevisibleforthecustomerandconnectedwithdecision-maAinginspecificaspects,suchasprogrammedesigning(product ),ticAetsales(distribution),showvalue(price)orconveyingtheinformationtothemar Aet(communication).However,themanagementofbothgroupshastoconvergeinobtainedresultsatt heend.Inotherwords,thatistosaythateveryoneofthecollectiveshastohaveitseGpe ctationsmetinthesedecisions.4.CONCLUSIONS: Theaimofthisstudywastocontributetothedevelopmentandimplementationofrela tionshipmarAeting,servicesmarAetingandculturalmarAetinginaspecificarea:the performingartssector.Theprocessofselectingandplanningtherelationshipssuggestedbytherelation shipmarAetingparadigmhasenabledtodevelopatheoreticalmodelfororganizatio nsofperformingartsservices,inwhichtwotypesofrelationshipgroupsareidentified: instrumentalrelationshipsandgrouprelationships.Instrumentalrelationshipsinclu deproduct,price,distributionandcommunicationrelationshipsinthemodel,withth eparticularfeatureofthefactthattheirdesignhastobedependentontheanalysisofth eeffectstheymayhaveforeveryoneoftheinterestgroups.Withregardtogrouprelati onships,sevencollectiveshavebeenidentified:performingartsaudience,education alcentres,publicorganizations,competition,suppliers,otherorganizationsandinte rnalrelationships.Everyoneofthemiscapableofcreatingandreceivingvalueintheirr elationshipsand,therefore,theyhavetobeincludedin organizations’planningpro cess,inordertoimplementwin-winstrategies.Intheareaofrelationshipmanagementwiththeperformingartsaudience,aclass ificationoftheaudiencehasbeenproposedonthebasisofrelationshipcriteria,which hasenabledtwoimportantphasestobeidentifiedintheretentionprocesswithculturalcustomers,theattractionphaseandtheretentionphase,whoseprimaryobjectiveis tofosterrelationswiththecustomeruntilthehighestpossiblelevelofrelationshipwit htheorganizationisobtained.Theempiricalcontributionhasservedtocorroboratethetheoreticalcontributio nbyimplementingastudyonthecurrentperformingartsaudienceinSpainandthege neralpublic,whichdemonstratestheimportanceofmanagingrelationsbetweenthe culturalorganizationanditscustomersandthebenefitsofimplementinganappropri aterelationshipmarAetingstrategy.Thisresearchstudycouldbealsoconsideredasasignificantcontributiontothem arAetingdiscipline,duetoitsimportanttheoreticalimplications:1.RelationshipMarAetingisconsideredastheintegratingparadigm,capableofa daptingtotherequirementsofculturalservices,ingeneral,andtoperformingartsser vices,inparticular.2.ThemarAeting-miGparadigmisincludedintothemanagementmodel,redefi ningitsmaininstrumentsasproduct,price,distributionandcommunicationrelation ships.ItisalsoanunprecedentedcontributioninthefieldofculturalmarAeting,atleasti nSpain,offeringatheoreticalmodelfortheplanningandmanagementoforganizatio nsofferingperformingartsservices.Thisstudypavesthewayforamultitudeoffuturelinesofresearch.ForeGample,th estudyofeveryoneoftheinterestgroupsandtheirroleintheprocessofcreatingvalue, aswellasthewayinwhichinstrumentalrelationshipshavetobeimplementedemerge aspriorityactionstobeimplementedinordertobuildsomefoundationsintheareaofa rtsmarAetingthatareassolidasthoseinothersectors.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式，文化服务管理模式(关系营销的文化组织)，在销售领域做出了前所未有的贡献。

市场营销外文翻译10

附录外文文献原文1.IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad that generates record-breaking volume for a retail store one month is repeated the following month and bombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The same item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of anall-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery eludes 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 strategy. For Marketing is the definition, The well-known American scholar Philips marketing of the core marketing concept of the following description : "Marketing is individuals or groups to create, provide and exchange with other valuable products, to satisfy their own needs and desires of a social activities and management process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; V alue and satisfaction; exchange and transactions; and networking; market; Marketing and sales were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understanding 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 conglomerates 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 exclusively to solving your customer's problems. The quality of services, and enterprises to cultivate 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 written 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 the customer first. Marketing is a very complex subject; it deals with all the steps between determining customer needs and supplying them at a profit. In addition to some introductory material on marketing, this publication includes practical material on the marketing approaches to budgeting, layout design, and headline writing, copywriting and media analysis. So that a clear understanding 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 methods, which provide products and services the target market and competitors to show distinction, thereby establishing corporate image and obtain favorable competitive position. Market positioning is a process of enterprise differentiation process, how to find the differences, identify differences 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.Positioning 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, enterprises 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,with full, comprehensive, practical features. As a modern enterprise "businesses" Marketing system introduced in the market economy under the conditions of the enterprises should have a sense of the market, business sense, Marketing strategies and methods. With China's economy growing prosperity, the market competition is becoming increasingly fierce; enterprises need Modern Marketing Theory as the guide. In the initial stage, a number of enterprises have marketing only as a help to product sales growth strategy and means If so far, many Chinese enterprises remain with the Department of Marketing with sales of two and one; When people realize that to meet the needs of the customer-oriented marketing concept should become an enterprise operating philosophy, and the enterprise's overall business activities have an impact, there will be a marketing position inappropriately increase the tendency For many people believe that marketing should be the decision-making levels of guiding ideology, rather than the level of implementation work. Marketing of the enterprise understanding of the position is not correct, will be marketing in the enterprise application will be affected. Marketing work is to open up markets, capture the market and expand the market work, enterprise development, and production activities should open up the market for services, a market that is the basis of the final services in the market. Marketing work is based on enterprise customers as the starting point for the reproduction process, and ensures the customer as the focus of the process of reproduction.That customer demand-oriented, according to the actual needs of customers developing marketable products, and targeted marketing of the market, and its sales to meet the needs of customers. With enterprises to become the main players in themarket, corporate marketing work more salient position, business leaders must attach great importance to it.Unfortunately, there is still a misunderstanding about the word marketing. Many people, including top executives, use it as a sophisticated term for selling. Marketing representative is commonly used in ads to recruit salespeople. Actually, marketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact it will have on the customer.Here are some specific ways in which the marketing approach differs from the classic, or sales, approach to managing a business.①In the classic approach, engineers who develop the product and finally to engineers who produce it. Thus, the sales approach only ends with the customer, while the marketing approach begins and ends with the customer.②The second major difference between the sales and marketing approaches is the focus of management. The sales approach almost always focuses on volume while the marketing approach focuses on profit. In short, under the classic (sales) approach the customer exists for the business, while under the marketing approach the business exists for the customer.The marketing concept is a management plan that views all marketing components as part of a total system that requires effective planning, organization, leadership and control. It is based on the importance of customers to a firm, and states。

市场营销论文中英文外文翻译文献

市场营销论文中英文外文翻译文献中英文外文翻译文献The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce anymeasurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will berecognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintainlong-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and targetmarkets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality,quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: thetraditional advertising and marketing staff. In traditional advertising,consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory onnetwork application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possibleto meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play animportant role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computercomponents of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of newcustomers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, thecompany is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production ofsteel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。

市场营销毕业论文中英文文献

Preface
Quality service helps a company to maximize beneﬁts and minimize burdens for customers—the essence of delivering value. Because it is important to most customers and deﬁes imita on by compe tors, quality service oﬀers a key compe ve advantage. Indeed, ﬁrms in every industry have demonstrated the diﬀeren a ng power of excellent service. Yet, despite this, price compe on seems to dominate company eﬀorts to provide value. The meteoric growth of Wal-Mart Stores—and the tendency of many ﬁrms to lower prices as a ﬁrst response to so ening demand—has focused so much marke ng energy on price compe on that it has become diﬃcult not to assume that customers care only about price.
A er ten years, the ques on of course is, Are the lessons s ll relevant? Do they s ll apply to American ﬁrms? We believe they do and wish more businesses had heeded them during the past ten years. Indeed, these lessons have stood the test of

市场营销价格策略外文翻译文献

市场营销价格策略外文翻译文献(文档含英文原文和中文翻译)DESIGNING PRICING STRATEGIESAll for-profit organizations and many nonprofit organizations set prices on their goods or services. Whether the price is called rent (for an apartment), tuition (for education), fare (for travel), or interest (for borrowed money), the concept is the same. Throughout most of history, prices were set by negotiation between buyers and sellers.Setting one price for all buyers arose with the development of large-scale retailing at the en d of the nineteenth century, when Woolworth’s and other stores followed a “strictly one-price policy” because they carried so many items and had so many employees.Now, 100 years later, technology is taking us back to an era of negotiated pricing. The Internet, corporate networks, and wireless setups are linking people, machines, andcompanies around the globe, connecting sellers and buyers as never before. Web sites like and allow buyers to compare products and prices quickly and easily. On-line auction sites like and make it easy forbuyers and sellers to negotiate prices on thousands of items. At the same time, new tech-nologies are allowing sellers to collect detailed data about customers’ buying habits, preferences—even spending limits—so they can tailor their products and prices.1In the entire marketing mix, price is the one element that produces revenue; the others produce costs. Price is also one of the most ﬂexible elements: It can be changed quickly, unlike product features and channel commitments. Although price competi- tion is a major problem facing companies, many do not handle pricing well. The most common mistakes are these: Pricing is too cost-oriented; price is not revised oftenenough to capitalize on market changes; price is set independent of the rest of the marketing mix rather than as an intrinsic element of market-positioning strategy; and price is not varied enough for different product items, market segments, and purchase occasions.215Designing PricingStrategies andProgramsWe will address the following questions:■ How should a company price a new good or service?■ How should the price be adapted to meet varying circumstances and opportunities?■ When should the company initiate a p rice change, and how should it respond to competitive price changes?224 CHAPTER 12 DESIGNING PRICING STRATEGIES AND PROGRAMS Value PricingValue pricing is a method in which the company charges a fairly low price for a high- quality offering. Value pricing says that the price should represent a high-value offer toconsumers. This is a major trend in the computer industry, which has shifted from charging top dollar for cutting-edge computers to offering basic computers at lower prices. For instance, Monorail Computer started selling PCs in 1996 for as little as $999to woo price-sensitive buyers. Compaq and others quickly followed suit. More recently,eMachines began selling its PCs for less than $500 without a monitor, targeting the 55 percent of computerless households with annual incomes of $25,000 to $30,000.13Value pricing is not a matter of simply setting lower prices on one’s products compared to those of competitors. It is a matter of reengineering the company’s oper- ations to become a low-cost pro ducer without sacriﬁcing quality, and lowering pricessigniﬁcantly to attract a large number of value-conscious customers. An important typeof value pricing is everyday low pricing (EDLP), which takes place at the retail level. Retailers such as Wal-Mart and use EDLP pricing, posting a constant, everyday low price with few or no temporary price discounts. These constant prices eliminate week-to-week price uncertainty and can be contrasted to the “high-low” pric-ing of promotion-oriented competitors. In high-low pricing, the retailer charges higher prices on an everyday basis but then runs frequent promotions in which prices are temporarily lowered below the EDLP level.14Retailers adopt EDLP for a number of reasons, the most important of which isthat constant sales and promotions are costly and erode consumer conﬁdence in the credibility of everyday prices. Consumers also have less time and patience for such time-honored traditions as watching for specials and clipping coupons. Yet promo- tions are an excellent way to create excitement and draw shoppers. For this reason, EDLP is not a guarantee of success. As supermarkets face heightened competition from store rivals and alternative channels, many are drawing shoppers using a combi- nation of high-low and EDLP strategies, with increased advertising and promotions.15Going-Rate PricingIn going-rate pricing, the ﬁrm bases its price largely on competitors’ prices. The ﬁrm might charge the same, more, or less than its major competitor(s) charges. In oligop- olistic industries that sell a commodity such as steel, paper, or fertilizer, ﬁrms normallycharge the same price. The smaller firms “follow the leader,” changing their prices when the market leader’s prices change rather than when their own demand or costs change. Some ﬁrms may charge a slight premium or slight discount, but they typica lly preserve the amount of difference. When costs are difﬁcult to measure or competitive response is uncertain, ﬁrms feel that the going price represents a good solution, sinceit seems to reﬂect the industry’s collective wisdom as to the price that will y ield a fair return and not jeopardize industrial harmony.Sealed-Bid PricingCompetitive-oriented pricing is common when ﬁrms submit sealed bids for jobs. In bidding, each ﬁrm bases its price on expectations of how competitors will price rather than on a r igid relationship to the firm’s own costs or demand. Sealed-bid pricing involves two opposite pulls. The ﬁrm wants to win the contract—which means submit-ting the lowest price—yet it cannot set its price below cost.To solve this dilemma, the company woul d estimate the proﬁt and the probabil-ity of winning with each price bid. By multiplying the proﬁt by the probability of win- ning the bid on the basis of that price, the company can calculate the expected proﬁt for each bid. For a ﬁrm that makes many bid s, this method is a way of playing the oddsSetting the Price 225to achieve maximum proﬁts in the long run. However, ﬁrms that bid only occasionally or that badly want to win certain contracts will not find it advantageous to use the expected-proﬁt criteri on.Step 6: Selecting the Final PriceThe previous pricing methods narrow the range from which the company selects its ﬁnal price. In selecting that price, the company must consider additional factors: psy- chological pricing, the inﬂuence of other marketi ng-mix elements on price, company pricing policies, and the impact of price on other parties.Psychological PricingMany consumers use price as an indicator of quality. Image pricing is especially effec-tive with ego-sensitive products such as perfumes and expensive cars. A $100 bottle ofperfume might contain $10 worth of scent, but gift givers pay $100 to communicate their high regard for the receiver. Similarly, price and quality perceptions of cars inter- act:16 Higher-priced cars are perceived to possess high quality; higher-quality cars are likewise perceived to be higher priced than they actually are. In general, when infor- mation about true quality is unavailable, price acts as a signal of quality.When looking at a particular product, buyers carry in their minds a reference price formed by noticing current prices, past prices, or the buying context. Sellers often manipulate these reference prices. For example, a seller can situate its product among expensive products to imply that it belongs in the same class. Reference-price thinkingis also created by stating a high manufacturer’s suggested price, by indicating that the product was priced much higher originally, or by pointing to a rival’s high price.17Often sellers set prices that end in an odd number, believing that customers whosee a television priced at $299 instead of $300 will perceive the price as being in the $200 range rather than the $300 range. Another explanation is that odd endings con- vey the notion of a discount or bargain, which is why both and set prices ending in 99. But if a company wants a high-price image instead of a low- price image, it should avoid the odd-ending tactic.The Inﬂuence of Other Marketing-Mix ElementsThe ﬁnal price must take into account the brand’s quality and advertising relative to competition. When Farris and Reibstein examined the relationships among relative price, relative quality, and relative advertising for 227 consumer businesses, they foundthat brands with average relative quality but high relative advertising budgets were able to charge premium prices. Consumers apparently were willing to pay higher prices for known products than for unknown products. They also found that brands with high relative quality and high relative advertising obtained the highest prices, while brands with low quality and advertising charged the lowest prices. Finally, the positive relationship between high prices and high advertising held most strongly in the later stages of the product life cycle for market leaders.18 Smart marketers there-fore ensure that their prices ﬁt with other marketing-mix elements.定价战略以营利为目的的组织和非营利组织的都对他们的商品或服务制定价格。

市场营销策略论文中英文资料对照外文翻译

Marketing Strategy1 Market 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-market strategy.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 multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.2 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:2.1 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,Intel unched 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 any clever,effective marketing moves made by its primary competitor.2.2 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"Made in 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.2.3 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-quality continuum.Discount stores such as Target and Kmart are at the other.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 narrower terms.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 is recognized 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 brandnames 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 Revision Act,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 also influences 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).3 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 its life 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 maximum 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 from alternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally, internationalpricing means that the company adjusts its price to meet different world markets.4 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 to intermediaries?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 target markets.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.It overcomes 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 costs of 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 channel levels involved. Eachlayer 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 and quality 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 a direct channel, or one to several intermediaries in indirect channels.5 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's communications 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1 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。

市场营销原理外文翻译外文文献英文文献

本科毕业论文外文文献及译文文献、资料题目：New-Product Pricing Strategies 文献、资料来源：著作文献、资料发表（出版）日期：2000.4外文文献：Principles of Marketing1.New-Product Pricing StrategiesPricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. We can distinguish between pricing a product that imitates existing products and pricing an innovative product that is patent protected.A company that plans to develop an imitative new product faces a product-positioning problem. It must decide where to position the product versus positioning strategies. First，the company might decide to use a premium pricing competing products in terms of quality and price. Figure 17.1 shows four possible strategy - producing a high-quality product and charging the highest price. At the other extreme，it might decide on an economy pricing strategy - producing a lower-quality product，but charging a low price. These strategies can coexist in the same market as long as the market consists of at least two groups of buyers，those who seek quality and those who seek price. Thus，Tag-Heuer offers very high-quality sports watches at high prices，whereas Casio offers digital watches at almost throwaway prices.Companies bringing out an innovative，patent-protected product face the challenge of setting prices for the first time. They can choose between two strat-egies：market-shimming pricing and market-penetration pricing.(1) Market-Skimming PricingMany companies that invent new products initially set high prices to 'skim'revenues layer by layer from the market. Intel is a prime user of this strategy，called market-skimming pricing. When Intel first introduces a new computer chip，it charges the highest price it can，given，the benefits of the new chip over competing chips. It sets a price that makes it just worthwhile for some segments of the market to adopt computers containing the chip. As initial sales slow down and as competitors threaten to introduce similar chips，Intel lowers the price to draw in the nest price-sensitive layer of customers.(2) Market-Penetration PricingRather than setting a high initial price to skim off small but profitable market segments，some companies use market-penetration pricing. They set a low initial price in order topenetrate the market quickly and deeply - to attract a large number of buyers quickly and win a large market share. The high sales volume results in falling costs，allowing the company to cut its price even further. For example，Dell and Dan used penetration pricing to sell high-quality computer products through lower-cost mail-order channels. Their sales soared when IBM，Compaq，Apple and other competitors selling through retail stores could not match their prices. The Bank of Scotland and Winterthur of Switzerland used their Direct Line，Privilege and Churchill subsidiaries to grab profits and share in the motor insurance market by selling direct to consumers at market-penetrating prices. The high volume results in lower costs that，in turn，allow the discounters to keep prices low.Several conditions favour setting a low price. First，the market must be highly price sensitive，so that a low price produces more market growth. Second，production and distribution costs must fall as sales volume increases. Finally，the low price must help keep out the competition - otherwise the price advantage may he only temporary. For example，Dell faced difficult times when IBM and Compaq established their own direct distribution channels.2.Product-Mix Pricing StrategiesThe strategy for setting a product's price often has to he changed when the product is part of a product mix. In this case，the firm looks for a set of prices that maximizes the profits on the total product mix. Pricing is difficult because the various products have related demand and costs，and face different degrees of competition.(1) Product Line PricingCompanies usually develop product lines rather than single products. For example，Merloni's sells Indesit，Ariston and Seholte with price and –status ascending in that order. There arc full ranges of Indesit to Ariston appliances，from washing machines to freezers，covering the first two price hands，while Scholte sells expensive built-in kitchen equipment. Kodak offers not just one type of film，hut an assortment including regular Kodak film，higher-priced Kodak Royal Gold film for special occasions，and a lower-priced，seasonal film called Runtime that competes with store brands. Each of these brands is available in a variety of sizes and film speeds. In product line pricing，management must decidion the price steps to set between the various products in a line.The price steps should take into account cost differences between the prod-ucts in the line，customer evaluations of their different features and competitors' prices. If the price difference between two successive products is small，buyers will usually buy the more advanced product. This will increase company profits if the cost difference is smaller than the price difference. If the price difference is large，however，customers will generally buy the less advanced products.(2) Optional-Product PricingMany companies use optional-pro duet pricing - offering to sell optional or acces-sory products along with their main product. For example，a ear buyer may choose to order power windows，cruise control and a radio with a CD player. Pricing these options is a sticky problem. Car companies have to decide which items to include in the base price and which to offer as options. BMWs basic cars come famously under equipped. Typically the 318i is about DM40，000，but the customer then has to pay extra for a radio (prices vary)，electric windows (DM700)，sun roof (DM! ，800) and security system (DM1，100). The basic model is stripped of so many comforts and conveniences that most buyers reject it. The pay for extras or buy a better-equipped version. More recently，however，American and European car makers have been forced to follow the example of the Japanese car makers and include in the basic price many useful items previously sold only as options. The advertised price now often represents a well-equipped car.(3) Cap Live-Pro duct PricingCompanies that make products that must be used along with a main product are using captive-product pricing. Examples of captive products are razors，camera film and computer software. Producers of the main products (razors，cameras and computers) often price them low and set high mark-ups on the supplies. Thus Polaroid prices its cameras low because it makes its money on the film it sells. And Gillette sells low-priced razors，but makes money on the replacement blades. Camera makers that do not sell film have to price their main products higher inorder to make the same overall profit.(4) By-Product PricingIn producing proeessed meats，petroleum products，chemicals and other products，there are often by-products. If the by-products have no value and if getting rid of them is costly，this will affect the pricing of the main product. Using by-product pricing，the manufacturer willseek a market for these by-products and should accept any price that covers more than the cost of storing and delivering；them. This practice allows the seller to reduce the main product's price to make It more competitive. By-products can even turn out to be profitable. For example，many lumber mills have begun to sell bark chips and sawdust profitably as decorative mulch for home and commercial landscaping.Sometimes companies don't realize how valuable their by-products are. For example，most Zoos don't realize that one of their by-products –their occupants' manure - can be an excellent source of additional revenue. But the Zoo-Doo Compost Company has helped many zoos understand the costs and opportunities involved with these by-products. Zoo-Dolicenses its name to zoos and receives royalties on manure sales. 'Manyzoos don't even know how much manure they are producing or the cost of disposing of it，' explains president and founder Fierce Ledbetter. Zoos are often so pleased with any savings they can find on disposal that they don't think to move into active by-product sales. However，sales of the fragrant by-product can be substantial. So far novelty sales have been the largest，with tiny containers of Zoo Doo (and even 'Love，Love Me Doo'valentines) available in 160 zoo stores and 700 additional retail outlets. For the long-term market，Zoo-Doo looks to organic gardeners who buy15 to 70 pounds of manure at a time. Zoo Doo is already planning a 'Dung of the Month' club to reach these lucrative by-product markets.(5) Product-Bundle PricingUsing，product-bundle pricing，sellers often combine several of their products and offer the bundle at a reduced price. Thus theatres and sports teams sell seas on tickets at less than the cost of single tickets；hotels sell specially priced packages that include room，meals and entertainment；computer makers in elude attractives of ware packages with their personal computers. Price bundling can promote the sales of products that consumers might not otherwise buy，but the combined price must be low enough to get them to buy the bundle. "In other cases，product-bundle pricing is used to sell more than the customer really wants. Obtaining a ticket to an exclusive sports event is difficult，but World Cup football finals tickets are available to people willing to buy them bundled with a supersonic Concorde flight.3. Price-Adjustment StrategiesCompanies usually adjust their basic prices to account for various customer differencesand changing situations. Seven price-adjustment strategics：discount and allowance pricing，segmented pricing，psychological pricing，promotional pricing，-value pricing，geographical pricing and international pricing.(1) Discount and Allowance PricingMost companies adjust their basic price to reward customers for certain responses，such as early payment of bills，volume purchases and off-season buying. These price adjustments - called discounts and allowances - can take many forms.A cash discount is a price reduction to buyers who pay their bills promptly，Atypical example is '2/10，net 30'. which means that although payment is due within 30 days，the buyer can deduct 2 per cent if the hill is paid within 10 days. The discount must be granted to all buyers meeting these terms. Such discounts are customary in many industries and help to improve the sellers' cash situation and reduce bad debts and credit-collection costs.A quantity discount is a price reduction to buyers who buy large volumes. Atypical example might be 'K10 per unit for less than 100 units，$9 per unit for 100or more units'. Wine merchants often give 'twelve for the price of eleven' andMakro，the trade warehouse，automatically gives discounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller，rather than from many different sources.A quantity premium is sometimes charged to people buying higher volumes. In Japan it often costs more per item to buy a twelve-pack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quantity surcharges can also oecur when die product being bought is in short supply or in sets - for example，several seats together at a 'sold-out' rock concert or sports event - and some small restaurants charge a premium to large groups. Similarly，in buying antiques，it costs more to buy six complete place settings of cutlery than a single item. In this case the price will continue toincrease with volume，eight place settings costing more than six，and twelve place settings costing more than eight. Quantity premiums are more common than people imagine，and that is why they work. Consumers expect prices to deerease with volume and so do not check unit prices. This allows retailers to slip in high-margin items. Quantity surcharge increases with the variety and complexity of pack sizes and，in some markets，over 30 per cent of ranges include some quantity surcharging.A trade discount (also called a functional discount) is offered by the seller to trade channel members that perform certain functions，such as selling，storing and record keeping. Manufacturers may offer different functional discounts to different trade channels because of the varying services they perform，but manufacturers must offer the same functional discounts within each trade channel.A seasonal discount is a price discount to buyers who buy merchandise orservices out of season. For example，lawn and garden equipment manufacturers will offer seasonal discounts to retailers during the autumn and winter to encourage early ordering in anticipation of the heavy spring and summer selling seasons. Hotels,motels and airlines will offer seasonal discounts in their slower selling periods. Seasonal discounts allow the seller to keep production steady during the entire year.Allowances are another type of reduction from the list price. For example，trade-in allowances are price reductions given for turning in an old item when buying a new one. Trade-in allowances are most common in the car industry，but are also given for othe rdurable goods. Promotional allowances are payments or price reductions to reward dealers for participating in advertising and sales-support programmes.(2) Segmented PricingCompanies will often adjust their basic prices to allow for differences in customers，products and locations. In segmented pricing，the company sells aproduct or service at two or more prices，even though the difference in prices is not based on differences in costs. Segmented pricing takes several forms：* Customer-segment pricing. Different customers pay different prices for thesame product or service. Museums，for example，will charge a lower admission for young people，the unwaged，students and senior citizens. Inmany parts of the world，tourists pay more to see museums，shows andnational monuments than do locals.* Product-form pricing. Different versions of the product are priced differently，but not according to differences in their costs. For instance，the Dutch company Skil prices its 6434H electric drill at DF1200，which isDF1125 more than the price .of its 6400H. The 6434H is more powerful and has more features，yet this extra power and features cost only a few more guilders to build in.* Location pricing. Different locations are priced differently，even though the cost of offering each location is the same. For instance，theatres vary theirs cat prices because of audience preferences for certain locations and EU universities charge higher tuition fees for non-EU students.* Time pricing. Prices vary by the season，the month，the day and even the hour. Public utilities vary their prices to commercial users by time of day and weekend versus weekday. The telephone company offers lower 'off-peak' charges and resorts give seasonal discounts.For segmented pricing to be an effective strategy，certain conditions must exist. The market must be segmen table and the segments must show different degrees of demand. Members of the segment paying the lower price should not beably to turn around and resell the product to the segment paying the higher price.Competitors should not be able to undersell the firm in the segment being charged the higher price. Nor should the costs of segmenting and watching the market exceed the extra revenue obtained from the price difference. The practice should not lead to customer resentment and ill will. Finally，the segmented pricing must he legal.(3) Promotional PricingWith promotional pricing，companies will temporarily price their products below list price and sometimes even below cost. Promotional pricing takes several forms. Supermarkets and department stores will price a few products as toss leaders to attract customers to the store in the hope that they will buy other items at normal mark-ups. Kellers will also use special-event pricing in certain seasons to draw in more customers. Thus linens are promotionally priced every January to attract weary Christmas shoppers back into the stores. Manufacturers will sometimes offer cash rebates to consumers who buy the product from dealers within a specified time；the manufacturer sends the rebate directly to the customer. Rebates have recently been popular with car makers and producers of durable goods and small appliances. Some manufacturers offer low-interest financing，longer warranties or free maintenance to reduce the consumer's price'. This practice has recently become a favourite of the car industry. Or，the seller may simply offer discounts from normal prices to increase sales and reduce inventories.Pricing strategies and tactics form an important element of a company's marketing mix. Insetting prices，companies must carefully consider a great many internal and external factors before choosing a price that will give them the greatest competitive advantage in selected target markets. However，companies are not usually free to charge whatever prices they wish. Several laws restrict pricing practices and a number of ethical considerations affect pricing decisions. Pricing strategies and tactics also depend upon the way that we pay for things. Increasingly what we spend does not depend on how much money we have on us or how much we earned that week. These days our money is rarely something we sec or feel；it is the electronic transmission of data between files. Also，as currency is becoming an increasingly small part of our lives，barter is coming back in international and interpersonal dealing. Marketing Highlight 17，3 tells more about how money is changing.中文译文：市场营销原理第一节新产品定价策略定价策略在产品生命周期的不同阶段常常要改变，尤其是产品的新生期极具挑战性。

市场营销学外文翻译外文文献英文文献市场营销

Marketing(From: Sun Kun of Accounting English, 2008.)Marketing is a group of interrelated activities designed to identify consumer needs and to develop,distribute,promote,and price goods and services to satisfy these needs at a profit.Whether an organization is large or small,whether it produces a product or provides a service,its long-range future is linked to successful markting practices.The old saying "Build a better mousetrap and the world will beat a path to your door"is not true. "They" must need the product,know about it,be able to get it when and where they want it,and be able to afford it.Marketing provides the means to make the organization successful in the long run.1.The Marketing ConceptMarketing was unheard of in the early 1900s. This period can best be described as one where far more people needed consumer goods than companies were able to manufacture.This intense demand on manufacturing led to organizations dominated by production management. Companies had a production orientation: where the number one priority is to produce a good to keep up with demand. All energies and talents were laced in the production function. Selling a good was incidental; determining consumer needs was unheard of.As manufacturers increased their production capabilities,the supply of goods available increased and inventories of goods developed. An emphasis on selling occurred. This need to sell led to a sales-dominated company-a sales orientation,whereby the energy of the company is focused on selling the products produced. The salespersio's job:(1)to make the desires of the consumers "fit"the products the company manufactures and (2)to convince the consumer to buy. The company's goal:to"send the out full and bring it back empty."As more producers began competing for consumer dollars by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand.Company profits.Companies that are marketing oriented have adopted a philosophy for the firm known as the marketing concept.The marketing concept is a belief that the companyshould adopt a companywide consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization should be directed at identifying and satisfyingProduction OrientationCompanies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little discretionary income and there was little demand for products not associated with filling those basic family requirements.Demand was usually supplied by the producer's perception of what consumers needed. Product design and product line decisions were heavily influenced by manufacturing considerations.Management attention was directed primarily toimproving production methods,increasing output,and lowering costs. Sales OrientationThe period of sales orientation covered roughly the years from 1920 to 1950.With the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary income,emerging demand for products,increasing competition,and the expansion of distribution channels.Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of tuning out increasing quantities of goods through mass production techniques,company success began to turn on the ability of the sales force to move inventories.Market OrientationCovering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to understanding and reacting to changing markets.The dramatic rise in consumer discretionary income following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distribution methods. Markets became more segmented and more complex. Product life cycles shortened.With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no longer sufficient to overcome the problems created when products were not attuned to a more discriminant market demand. In order to provide a better fit between marketdemand and company offerings-and in order to provide for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department.Marketing took on the role of analyzing markets and interpreting the needs, and manufacturing departments. More sophisticated aproaches were developed to fulfill the traditional marketing roles of product promotion and the management of distribution channels. The role of marketing in pricing increased.And finally, the marketing department became the focal point for the development of corporate strategies needed to adjust to market change.Societal OrientationWhen managements adopted the marketing concept, they could not foresee the environmental problems or the changes in society's values that would raise questions about the market orientation philosophy. In terms of what we now know about pollution, the finiteness of raw materials, and the apparent inability of our economic system to eliminate poverty, some people question whether what is good for the individual consumer is always good for society.Increasingly, national policy-and, in turn, business policy-is tempering concern for the consumer with concern for society as a whole. Thomas A. Murphy, chairman of General Motors, addressed this dilemma when he said , "We may have let ourselves grow out of touch with the customer's need for continued satisfaction in a time of heightened expectations and the society's concern for environmental improve-ment and energy conservation."Marketing policies attuned to serving the market as the market wants to be served continue to represent modern company policy. But we are also seeing market-oriented decisions modified by societal concerns, as a result both of law and of responsible management policies.2.Channels of distributionEfficient production methods, coupled with skilful marketing ,may have ensured that we can produce goods or services cheaply and that there is a market for them. There remains the vitally important question of how we actually get our goods and services to the customer.Direct sales to CustomersThis ,of course, is the oldest form of distribution and in many trades it remains the most important. However, it can be a very awkward one in somebusinesses such as manufacturing. Customers especially private buyers, are unlikely to go to a factory to buy what they want, and manufacturing firms , at least one company seeking to sell its chains of petrol filling stations in the mid 1980s.There are other trades where producers sell directly to customers. In some cases this is because producers find it advantageous to control the final retail stage and be in a position to offer a complete service, including after-sales service,to the customer.In other industries producers may sell directly to consumers through factory shops, farm shops ,"pick-your-own" arrangements at farms,by mail order or any other scheme that business ingenuity may devise.Organized MarketsAfter direct selling ,markets represent the oldest form of trade from producer to consumer. Here we have in mind not the ratail mardets found in many towns on "market days" but the markets where producers and traders, especially the traders in commodities make their deals . These markets , located in many of the world's major trading centers , including London where most of the main British commodity exchanges are found ,bring together producers and traders who wish to buy in bulk for onward Distribution to the final customer.By commodities we mean goods such as tin, copper , zinc and other metals or bulk foodstuffs like tea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as " Brazilian coffee" or "Sri Lankan tea", rather than according to some brand name, though, of course, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.WholesalingThe markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in smaller quantities to the retailer, or sometimes, to another wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this 'breaking bulk.Conventional wholesaling has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains inretailing has often been made possible by the incorporation of wholesaling and retailing within the one organization.Develoments in production methods, in transport and communications have all contributed to this process . When flour was sold by millers in large sacks, breaking bulk was a necessary service for small shops selling to ordinary households. Modern machines have no difficulty in packing flour in paper bags at the end of the production line. Motorway transport, the telephone and telex have brought retailer and manufacturer closer together and the wholesaler's warehousing is not always essential to bridge the gap between them. AgentsAgents may offer an alternative to wholesalers. An agent acts on behalf of another, the principal. The role of the agent in distribution is to take over the work of distribution from the manufacturer. In some ways agents may act much like a wholesaler; in other ways they may act like a retailer and sell to the final customer. Agents can be particularly important in servicing foreign markets where they have special local knowledge.FranchisingThis is a growing form of distribution. A franchise gives the sole right to serve a locality with a particular good or service. Agents often hold sole franchises.The modern trend in franchising is for producers carefully to develop and market the product, including the organization of advertising,and then to leave the retail stage to a franchised independent firm. The franchise holder normally has to pay for the franchise. In return they receive a wide range of services from the producer. The shop will be laid out according to a distinctive pattern. Special equipment will be provided,training given and exclusive supplies of materials provided.Franchising has been particularly important in some service trades such as fast foods. Its supporters claim that it combines the individual'entrepreneurship' of the independent franchise holder with the economies of large scale production, advertising and so on. It also provides a role for small firms and personal initiative in an economy which often seems to be dominated by large organizations . The system's critics claim that large producers favor it as it gives them retail outlets and retail management at very low cost. It can also lead to frustrated expectations among the franchise holders who will never truly be 'their own bosses.The marketing MixAs with all business decisions, there is no one right form of distribution andno one right approach to marketing a firm's products. Indeed a single firm may choose different ways of marketing different products. Marketing and distribution managers must choose a combination of different strategies in response to an environment in which a number of forces, many of them beyond their control, are at work. The chosen marketing mix (or market mix) of price, distribution channel, advertising and product promotion must be the result of careful analysis of the environment, the available strategies and the nature of the firms product.市场营销市场营销是一组相互关联的活动，用于确定消费者的需求并对商品和服务进行开发、分销、促销和给产品和服务定价，从而在赢利的前提下满足这些需求。

市场营销专业毕业论文中英文资料外文翻译文献

市场营销专业毕业论文中英文资料外文翻译文献毕业论文中英文资料外文翻译文献文献翻译原文Marketing theoryMcCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketingdefinition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or userin order to meet customer needs and the achievement of the company profits,but also a process of socio-economic activities with the aim to meet thesocial or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service andso on.Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in use ever since, until the summer of 2021 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracteduniversal attention. The development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the \of American Advertising\to\Advertising and Marketing Association of Science Teachers\to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, \Marketing Association\Marketing preach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the \sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity.\the new marketing stage. Previously that the market is the end ofthe production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. theory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.译文市场营销理论麦卡锡(E.J.Mccarthy)于1960年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。

市场营销战略论文中英文外文翻译文献

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

groups。

and ns choose。

acquire。

use。

dispose of products。

services。

experiences。

and ideas to satisfy their needs and the XXX。

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

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

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

Customer value is the balance of XXX.1.Marketing StrategiesFor each selected target market。

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

XXX markets.1.1 ProductA product XXX of their needs。

not the specific material characteristics.1.2 nXXX includes advertising。

personal selling。

public ns。

packaging。

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

毕业论文市场营销外文文献翻译

Relationship marketing and service marketing: convergence point of Culture Department of value creationABSTRACTUsing the relationship paradigm as a theoretical framework，a management model for cultural services (relationship marketing of cultural organizations）is proposed, what is an unprecedented contribution in the marketing field. By combining two convergent perspectives–as relationship marketing and services marketing–，the model is structured on the basis of two large types of relationships in the management of a cultural organization：instrumental relationships and group relationships。

The paper is an in-depth study of relationships regarding performing arts audience。

A theoretical/empirical approach was applied, including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain。

企业市场营销外文文献——中文译文

Science and technology enterprises Marketing StrategyABSTRACTWith the coming of knowledge-based economy,higll&new-tech enterprises play an increasingly strategic role in national economy,and also make great contribute to providing advanced products ands，promoting technical progress，enlarging employment and developing the national economic competitive power．But while they make a SUCCESS upon advanced technology and hi-tech products，they usually put too much emphasis oll technology advantages，accordingly neglect the research and applications of marketing strategy and management，and then caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So how to exercise modem marketing theories，research and constitute marketing strategy and policy of lIigh&new-tech enterprises，and provide necessary theory base and suppoaing to the marketing problems of hiigh&new-tech enterprises，has some reality significance and generalize application value to promote continuance，healthy and rapidly development ofhigh&new-tech enterprises．KEYWORDS：high&new-tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theoriesFirst, the science and technology enterprise marketing strategyMarketing strategy is the enterprise under the guidance of the marketing concept ,the application of modern management methods , for a period of time , the development of the overall business marketing ideas and planning. Marketing strategy consists of three different levels of content : target market, market positioning and marketing mix . The so-called target market is the company established to serve customers. The so-called market positioning is an enterprise cultivate certain characteristics for the product , and establish a certain image of the product , in the minds of customers in order to form a special preference , it is to attack the target market point of attack and defense point selection . Marketing mix is the enterprise to meet the needs of the target customer groups can be combined control variables , offensive target market, occupy the market positioning of the weapon , which is the marketing strategy , according to the traditional 4P concept in general, including product strategy, pricing strategy , distribution strategy , marketing strategy and the strategy together . In this sense . The so-called marketing strategy is based on possible business opportunities , choose a target market , and tries to provide an attractive target market marketing mix . Thus, the corporate marketing strategy formulation should first determine the target market and market positioning to solve the problem , when the target market and market positioning clear later , the focus will shift marketing strategy marketing mix , that is, the formulation of marketing strategies . Therefore, this chapter in science and technology enterprises target market and market positioning strategy is based , according to the life cycle theory and technology acceptance and technology enterprises highlight the characteristics of technicalmarketing , to study science and technology enterprise marketing strategy.Second, science and technology enterprise marketing strategy based on the strategy developedThe traditional view that strategic decision strategy , strategy is a strategic , any policy formulation and implementation of the strategy are to ensure the implementation, therefore , the policy should focus on the development of its strategic objectives beam , as the tech industry market -oriented enterprises , because its products are used to meet the particular purpose of functional products , and its strategy is to develop strategies based on the target market and market positioning strategy. Target marketing strategy refers to enterprises through market segmentation choose one or several market segments as its target market , specializing in their demand characteristics and according to its characteristics to design appropriate products, the development of appropriate price , choose the appropriate distribution channels promotion and planning of appropriate means to achieve to meet customer needs through corporate earnings target market management activities , including no difference in target marketing , differences in concentration of target marketing and target marketing three strategies type. Market positioning strategy is determined in the target market , the firm is based on its own strength and target customer requirements, the enterprise in the target market to determine the location of the strategy .( 1 ) Market Segmentation : Market segmentation aim is to find marketingopportunities , target market. As the face of scientific and technological products industry market , the main consideration should be the ultimate customers of the industry characteristics, customer requirements and customer size and other factors, market segmentation, market segmentation process, should adopt the " Bowling " mode , first find or create energy tremendous utility for customers or interests of target market segments , and offers in this market can benefit both the product or to gain a foothold in their market ( the first bowling pins ) , through this market on the user's oral advocacy and demonstration effect, and the other based on the market related to the potential customers will quickly become a reality customers, thereby forming a chain reaction , and ultimately achieve the purpose of expanding the market .( 2 ) T arget market strategy : each product based on market segmentation, and then select the target market , expand the application fields. Science and technology enterprises in the choice of target market strategy, enterprises should fully take into account the point of product and market conditions to determine , because science and technology enterprise 's products are generally excellent performance and to meet the specific purpose non- homogeneous products , mostly in the product the introduction of life-cycle stage and growth stage , therefore, should be the main difference between marketing and choose to focus marketing strategy .( 3 ) market positioning strategy : market positioning is to give companies in the target market, choosing an appropriate location , and provide appropriate products to meet customer requirements. To achieve these goals depends on three factors:the case of target customers needs , target market conditions and competitors on the strength of enterprises , etc., generally use the forward position and reverse positioning two kinds of strategies. The main methods of market positioning : positioning based on attributes and benefits , based on price and quality positioning, positioning according to use , according to user location , based on product quality positioning , according to the competitive situation in the various methods of positioning and portfolio positioning. As a technology-based company's market position , it should be in the market to establish a superior quality , high performance , high technology , reliable quality, use a unique , leading the development of the industry 's brand image, so that customers feel inherent in the product technology content , brand value and use value , let the customer experience into these " intangibles " is stamped into the minds of the customer becomes a feeling and impression. Meanwhile, the technology-based products in the sales process is often accompanied by technical support and transfer of science and technology enterprises but also in the minds of our customers first-class technology , first-class products and excellent market image .Third, science and technology enterprise marketing strategyAs mentioned above, the life cycle of technology acceptance theory is mainly high-tech products for the consumer market the types of customers and the market characteristics of the research does not fully applicable to the industrial market in high-tech products , but for the market research industry, high-tech science andtechnology enterprises product has a certain significance , therefore , accept the life cycle of the technical theory and combining the characteristics of the market research industry to develop marketing strategies and technology enterprises in the traditional 4P marketing mix based on the theory of technical support and marketing strategy , value chain integration marketing strategy, marketing strategy of social responsibility role .1 , product strategyTraditional product overall concept that any kind of product are composed of three elements: core products , tangible products ( performance , brand , quality, appearance and style , etc. ) and additional product ( additionals and benefits ) . But as a high-tech product, it can be divided into the core product or core interests ( the product's core interests or fundamental value ) , form the basis of the product or products ( physical presence in the form of products or external manifestations ) , expected product ( customers buy products expect to receive when closely associated with a set of core product attributes and conditions ) , add-on products ( with the purchase behavior extending additionals and benefits generated ) and potential products ( to meet customer demand for value potential benefits ) five levels . Dr. Xiong Wei further studies suggest that high-tech products of the " whole product " concept is a dynamic process of development , high-tech products as a whole product model First, you must confirm the customer's core interests ( core interests confirmation stage ) ; then to understand the customer's core interests , development and production of high-tech products materialized ( materializedproduct stage ) : Then through marketing packaging, product application knowledge dissemination , and so means to allow customers and partners to understand the implication of the true value of products , at this stage , there must be an early innovators have started buying the product, which is key to the success of high-tech product strategy stage, we must allow the market to establish expectations for the products ( expect established stage ) ; next, you must complete the installation, commissioning , maintenance and other supports mechanism , simplifying the business processes, enhancing knowledge transfer work ( complete solution phase ) ; Thus , high-tech products have been common features of the product has , the last is the development of additional capacityBased on the above analysis, development of science and technology enterprises of high-tech product strategy is as follows :( 1 ) First, to ensure the product's core interests and values in the form of tangible products through to achieve tangible product contains high-tech products as much as possible the technical content and added value. High-tech products as much as possible reflect the core product functionality. Science and technology enterprises should give full play to its technological advantages, targeting the market demand for the development of targeted high technology, market demand urgent , good market prospects , high added value and competitive new products to develop new products and upgrading products Lord.( 2 ) as an additional product technical support and of high-tech products in the market is the key to success . First, pre-sales technical support ands that can helpcustomers improve understanding of new products , so that potential customers understand the product 's core values as soon as possible to help them determined to buy . Secondly, the scientific and technological products in the sales process is often accompanied by a large number of technical support and transfer of science and technology enterprises should increase product technical support and efforts, as much as possible to its technological advantage is reflected in the sales of add-on products , Technical support even become inseparable part of the product , allowing customers to purchase products at the same time , by receiving technicals to gain maximum benefit , in order to improve the competitiveness of products . ( 3 ) tangible product to reflect the product's superior performance, quality and brand , to reflect the first-class technology , aFlow value of the product . Through quality system certification, patent applications , certification authorities , creating famous brand in the form of tangible products to enhance the value .( 4 ) As a high-tech product , the product should reflect the expected value of the product , product performance andCustomers using the function to achieve the desired properties and conditions , so that customers feel after purchase value for money.( 5 ) To continue to dig through technological innovation of high-tech products, the potential value of the product , so that customers getPremiums , improve customer loyalty .( 6 ) As an alternative characteristics of high-tech products , once a functionallyequivalent new products come out , the old productionGoods will be eliminated from the market, therefore, the future of high-tech products into maturity , the market should be improved through technological innovation and product improvement , and constantly develop new uses and new features , extend its life cycle.2 , pricing strategyOverall, the science and technology enterprises , the general rely on the uniqueness of the product to occupy a certain market segments, should focus on strengthening the unique nature of the product rather than reduce costs. It is generally expensive policies should be taken , should not take low-cost policy .Share on pricing methods , generally cost-oriented , demand-oriented and competition -oriented three methods , science and technology enterprise products are generally used to meet the special needs of the market of high-tech new products, sometimes even contains some technologies ands specific product portfolio, customers buy products, but also have these advanced technologies and processes, therefore , the customer first value is the value of its properties and use , the price is a secondary factor , that product performance is the customer 's decision to purchase the most important factors, therefore, recommended perceived value pricing , according to the customer's perceived value to pricing, in order to obtain higher returns. On the other hand , high-tech products are generally in the introduction and growth stage of new products, new product pricing strategies skimming pricing strategy , pricing strategy and satisfactorypenetration pricing strategy , skimming pricing strategy is a high- price strategy is refers to the market early in the new products , price too high , so that in a short period of time to maximize profits : penetration pricing strategy is a low- price strategy, that in the new product into the market , the price is set too low, so that customers easily accepted , and soon opened and occupied the market, through economies of scale and experience curve gradually reduce costs, and ultimately achieve a low price ; satisfaction pricing strategy is a range between skimming and penetration pricing strategy . Set by the low price, but the price is higher than the penetration , is an intermediate price . Because of this pricing strategy enables producers and customers more satisfied with the name. Sometimes called "gentlemen price" or "moderate prices ." As science and technology enterprises of new products , in the face of customers generally are innovators or early adopters , the price elasticity of demand is low, therefore , it is recommended to take skimming pricing strategy. From high-tech products in terms of features and functionality used , which is based on special features to meet specific customer needs in different areas , for different customers, but also can take differential pricing strategy . Science and technology enterprises in the development of the price strategy, but also considering the products in which the specific stages of the life cycle and the market cycle , and competitors conditions and other factors , select the appropriate pricing strategy. For example : For has matured , the market is highly competitive products, you can take follow the market pricing.3, the distribution strategyAs high-tech products and technology enterprises , usually for a particular purpose , non-standard chemical products in the market are mostly oriented industry market , often require salespeople or professional and technical personnel to customers about product performance characteristics, uses and use requirements , or even need installation, maintenance and after-sales . Some high-tech products, carries a lot of advanced technology and processes , products and technologies are sold simultaneously , that is, the sale of some products is often accompanied by advanced technology and the transfer of technology , not so much selling a product, as it is sales techniques and processes , the need for pre-sales technical promotion, sale and after-sale technical guidance technology exchange and training , that is, in marketing activities to be carried out a lot of technical marketing. Furthermore, customers often require some special requirements in depth on-site technical personnel of enterprises , tailored to customers to meet their special needsProducts, customers, scene of some of timely and accurate technical information is passed back to the production department , and sometimes require on-site personnel involved in marketing the new product design, development and production process, even after repeated and improved in order to succeed. Thus, the complexity and high-tech products require specialized personnel and institutions engaged in the corresponding this complex , specialized sales. Thus, science and technology enterprises to use more direct way to promote their products , in a sense , direct sales personnel marketing activities buyers and sellersinformation exchange, emotional communication , knowledge exchange and commodity exchanges composite behavior . In marketing activities , and even to build sales, design , research and production of a combination of integration model, high-tech achievements and products to accelerate the commercialization process . Science and technology enterprises in international markets or a specific area of the market, you can choose with relevant expertise and influence in the industry of professional agents , establish long-term cooperation with strategic marketing alliances or a close cooperative relationship , as far as possible the use of hierarchical less professional sales agents . In today's society , the emergence of the Internet to give people the information exchange and communication provides a great convenience , as a leading high-tech development of science and technology enterprises in the marketing efforts should attach importance to the use of internet marketing . NetworkMarketing, distribution advantage of low cost, interactive real-time communication , so that enterprises can more easily and facilitate the establishment of the customer information system, which is unmatched by other traditional channels , the enterprise can be carried around the clock 24 hours and keep in touch with customers , business product information can be the fastest way to deliver to the customer. Internet Marketing for the development of the international market, reduce costs, improve efficiency even more significant role.4 , promotion strategyCorporate promotional activities , including advertising , sales promotion, publicityand personal selling, sales promotion , etc. IV . Promotion will focus on: First, to allow customers to quickly and comprehensive understanding of the product , including its advantages , and the new value of applicability ; secondly , promotion to give customers technical support and guidance in order to attract customers, help customers choose to buy ; Finally, the goal is not only for the promotional needs of people ( users ) , but also for those who recommend products and brands ( proponents ) , but also for those who are going to buy from someone ( potential demanders ) , for the industrial market sales , but also for its promotional objective decision-makers , buyers , and information controller. According to the technology acceptance life cycle theory , high-tech products into the market in the process, the key issue is to conquer the innovators and early adopters of these key customers, and then quickly across the " gap" phase , expanding customer base. We must first determine a good target market and step into the market , selecting the right initial customers are high-tech products successfully entered the market and the rapidly expanding popularity of the key. These key customers, including walking in front of innovational companies and individuals , secondary developers , an industry, an important opinion leaders and so on. These key customers, the company can give some valuable feedback information for companies to improve new products, better capture the market ; Second, they may be secondary to the high-tech product development , will be derived from its use to other industries go to market to them to complete the redevelopment ; Finally , the key customers in the market have a great voice , through their verbal communication, information can quicklyspread to a wider range .Based on the above analysis, development of science and technology enterprise promotion strategies are as follows :( 1 ) should pay attention to the role of propagandaInstitutes in science and technology for enterprises, often with the advent of new products and new results , but has always maintained good cooperation with the government relations , often a declaration or commitment to national and local levels, a major research departments , all of which , can become very good news materials , public relations activities through news agencies reported , please publicity , these positive news for companies to improve their visibility and establish a good corporate image has a good effect , if it is a new product reports, can also play a role in promotion and advertising , may well be the innovators or early adopters to try to buy a catalyst . Publicity with less expensive , realistic strong features, especially for the early start of the science and technology enterprises , is a good promotional tool.( 2 ) publicity and sales promotion matchedSales promotion is a series of marketing activities directly stimulate buying in general. For example : specials before and after sales , exhibitions, presentations and other marketing efforts and so on. After the advent of new products and technology enterprises , through media coverage in the customer base may also play a role in its creation , but for our customers choose to buy the new product in terms of its presentation is not enough, therefore , enterprises should promptlyparticipate in industry associations seminars , technical seminars , exhibitions and invite target customers organize product launches , etc. seize the opportunity to introduce new products to our customers the performance , characteristics and use of the benefits to the customer after . Fully as soon as possible to help customers learn about new products , contributed to buy. In this way for early public fully understand the new products to help them determined to buy an important role , is a new product across the " gap" quick access " bowling alley " phase of the important means. Attention should be paid in the sales promotion of opinion leaders and experts to play the advocacy role of opinion leaders is to have a say on the products and companies that can exert influence organizations and individuals . In the high-tech products in the market , and business -related marketing chain ( suppliers , distributors , wholesalers, retailers ) , venture capitalists , financiers , news reporters , newspaper commentators , economic analysts , lawyers, industry sector celebrities, to control the flow of information industry and the majority of users, etc. , all have a say on the products and business professionals , executives are " opinion leaders " the most important part. "Opinion leaders " who pass on the information they received for processing , sorting, and then transmitted to the target customers enhanced , leaving the corporate and product information more timely , with the most easy to understand way to convey to the target customer hands , so high sales results . Therefore, enterprises must be "opinion leaders" of the key players to establish contact , develop friendships , ready to provide them with technological progress in the case , held a conference, product information ,technical demonstration seminars , experts explain to the audience the performance of new products, technology and development prospects . Their views , views on the potential users of high-tech products is the most authoritative. Also note that in the sales chain to promote the marketing, sales promotion of the use of oral transmission , chain marketing is the use of old customer product sales campaign , due to its use of interpersonal promotion , to a certain extent, accelerate customer product understanding of the process , so the success rate is very high, the effect is a better means of promotion , of course , the most important prerequisite for the corporate brand is the customer satisfaction and loyalty is higher.( 3 ) the proper use of the role of advertisingAdvertising is mainly consumer goods major promotional tool , it is in the role of industrial supplies sales have created awareness , building understanding , provide clues proven effective reassurance functions such as technology-based products industry in terms of the market , can in some professional journals on the proper conduct advertising and promotion, in order to build awareness and provide clues received results. The role of advertising can expand the impact of new products to enhance public awareness of the early understanding and awareness of new products , a firm confidence in their decision-making ; On the other hand , it makes the public feel that the late , new technology has matured, paid products have been popular, the transmission of information through advertising , you can establish in their minds a certain brand image, when you decide to purchase , also knowncompany preferred products . However, in terms of the industrial market , relying on advertising and promotion, it is difficult to allow customers to complete the purchase .( 4 ) focus on the role of the use of personal sellingPersonal selling is an enterprise by sending sales staff with one or more people who may become buyers talk to make an oral presentation to promote their products , promote and expand sales. Personal selling is the sales staff to help and persuade buyers buy certain goods ands in the process , because it is face to face with customers , you can put the performance and technical characteristics of the product delivered to the customer, can provide customers with consultings to help customers solve a some technical issues , while sales of high-tech products and technology enterprises is precisely the need for technical exchanges ands. Thus, science and technology enterprises should pay special attention to the role of personal selling , sales staff want to propose specific professional requirements , making it capable technical marketing efforts, when necessary, please engage in new products and new technology research and development personnel "expert marketing" . Personal selling is the science and technology enterprises in the industrial market, the primary means of selling its high-tech products throughout every stage of market segmentation , the other sales promotional tools only play a supporting role . Science and technology enterprises in high-tech products in various stages of the targeted market make other promotional work , marketing and other means to make staff complement , play the greatest performance.。

企业市场营销外文文献——中文译文

Science and technology enterprises Marketing StrategyABSTRACTWith the coming of knowledge-based economy,higll&new-tech enterprises play an increasingly strategic role in national economy,and also make great contribute to providing advanced products and services，promoting technical progress，enlarging employment and developing the national economic competitive power．But while they make a SUCCESS upon advanced technology and hi-tech products，they usually put too much emphasis oll technology advantages，accordingly neglect the research and applications of marketing strategy and management，and then caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So how to exercise modem marketing theories，research and constitute marketing strategy and policy of lIigh&new-tech enterprises，and provide necessary theory base and suppoaing to the marketing problems of hiigh&new-tech enterprises，has some reality significance and generalize application value to promote continuance，healthy and rapidly development ofhigh&new-tech enterprises．KEYWORDS：high&new-tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theoriesFirst, the science and technology enterprise marketing strategy Marketing strategy is the enterprise under the guidance of the marketing concept , the application of modern management methods , for a period of time , the development of the overall business marketing ideas and planning. Marketing strategy consists of three different levels of content : target market, market positioning and marketing mix . The so-called target market is the company established to serve customers. The so-called market positioning is an enterprise cultivate certain characteristics for the product , and establish a certain image of the product , in the minds of customers in order to form a special preference , it is to attack the target market point of attack and defense point selection . Marketing mix is the enterprise to meet the needs of the target customer groups can be combined control variables , offensive target market, occupy the market positioning of the weapon , which is the marketing strategy , according to the traditional 4P concept in general, including product strategy, pricing strategy , distribution strategy , marketing strategy and the strategy together . In this sense . The so-called marketing strategy is based on possible business opportunities , choose a target market , and tries to provide an attractive target market marketing mix . Thus, the corporate marketing strategy formulation should first determinethe target market and market positioning to solve the problem , when the target market and market positioning clear later , the focus will shift marketing strategy marketing mix , that is, the formulation of marketing strategies . Therefore, this chapter in science and technology enterprises target market and market positioning strategy is based , according to the life cycle theory and technology acceptance and technology enterprises highlight the characteristics of technical marketing , to study science and technology enterprise marketing strategy.Second, science and technology enterprise marketing strategy based on the strategy developedThe traditional view that strategic decision strategy , strategy is a strategic service , any policy formulation and implementation of the strategy are to ensure the implementation, therefore , the policy should focus on the development of its strategic objectives beam , as the tech industry market -oriented enterprises , because its products are used to meet the particular purpose of functional products , and its strategy is to develop strategies based on the target market and market positioning strategy. Target marketing strategy refers to enterprises through market segmentation choose one or several market segments as its target market , specializing in their demand characteristics and according to itscharacteristics to design appropriate products, the development of appropriate price , choose the appropriate distribution channels promotion and planning of appropriate means to achieve to meet customer needs through corporate earnings target market management activities , including no difference in target marketing , differences in concentration of target marketing and target marketing three strategies type. Market positioning strategy is determined in the target market , the firm is based on its own strength and target customer requirements, the enterprise in the target market to determine the location of the strategy .( 1 ) Market Segmentation : Market segmentation aim is to find marketing opportunities , target market. As the face of scientific and technological products industry market , the main consideration should be the ultimate customers of the industry characteristics, customer requirements and customer size and other factors, market segmentation, market segmentation process, should adopt the " Bowling " mode , first find or create energy tremendous utility for customers or interests of target market segments , and offers in this market can benefit both the product or service to gain a foothold in their market ( the first bowling pins ) , through this market on the user's oral advocacy and demonstration effect, and the other based on the market related to the potential customerswill quickly become a reality customers, thereby forming a chain reaction , and ultimately achieve the purpose of expanding the market .( 2 ) Target market strategy : each product based on market segmentation, and then select the target market , expand the application fields. Science and technology enterprises in the choice of target market strategy, enterprises should fully take into account the point of product and market conditions to determine , because science and technology enterprise 's products are generally excellent performance and to meet the specific purpose non- homogeneous products , mostly in the product the introduction of life-cycle stage and growth stage , therefore, should be the main difference between marketing and choose to focus marketing strategy .( 3 ) market positioning strategy : market positioning is to give companies in the target market, choosing an appropriate location , and provide appropriate products to meet customer requirements. To achieve these goals depends on three factors: the case of target customers needs , target market conditions and competitors on the strength of enterprises , etc., generally use the forward position and reverse positioning two kinds of strategies. The main methods of market positioning : positioning based on attributes andbenefits , based on price and quality positioning, positioning according to use , according to user location , based on product quality positioning , according to the competitive situation in the various methods of positioning and portfolio positioning. As a technology-based company's market position , it should be in the market to establish a superior quality , high performance , high technology , reliable quality, use a unique , leading the development of the industry 's brand image, so that customers feel inherent in the product technology content , brand value and use value , let the customer experience into these " intangibles " is stamped into the minds of the customer becomes a feeling and impression. Meanwhile, the technology-based products in the sales process is often accompanied by technical support and transfer of science and technology enterprises but also in the minds of our customers first-class technology , first-class products and excellent service market image .Third, science and technology enterprise marketing strategyAs mentioned above, the life cycle of technology acceptance theory is mainly high-tech products for the consumer market the types of customers and the market characteristics of the research does not fully applicable to the industrial market in high-tech products , but for the market research industry, high-tech science andtechnology enterprises product has a certain significance , therefore , accept the life cycle of the technical theory and combining the characteristics of the market research industry to develop marketing strategies and technology enterprises in the traditional 4P marketing mix based on the theory of technical support and service marketing strategy , value chain integration marketing strategy, marketing strategy of social responsibility role .1 , product strategyTraditional product overall concept that any kind of product are composed of three elements: core products , tangible products ( performance , brand , quality, appearance and style , etc. ) and additional product ( additional services and benefits ) . But as a high-tech product, it can be divided into the core product or core interests ( the product's core interests or fundamental value ) , form the basis of the product or products ( physical presence in the form of products or external manifestations ) , expected product ( customers buy products expect to receive when closely associated with a set of core product attributes and conditions ) , add-on products ( with the purchase behavior extending additional services and benefits generated ) and potential products ( to meet customer demand for value potential benefits ) five levels . Dr. Xiong Weifurther studies suggest that high-tech products of the " whole product " concept is a dynamic process of development , high-tech products as a whole product model First, you must confirm the customer's core interests ( core interests confirmation stage ) ; then to understand the customer's core interests , development and production of high-tech products materialized ( materialized product stage ) : Then through marketing packaging, product application knowledge dissemination , and so means to allow customers and partners to understand the implication of the true value of products , at this stage , there must be an early innovators have started buying the product, which is key to the success of high-tech product strategy stage, we must allow the market to establish expectations for the products ( expect established stage ) ; next, you must complete the installation, commissioning , maintenance and other support services mechanism , simplifying the business processes, enhancing knowledge transfer work ( complete solution phase ) ; Thus , high-tech products have been common features of the product has , the last is the development of additional capacityBased on the above analysis, development of science and technology enterprises of high-tech product strategy is as follows : ( 1 ) First, to ensure the product's core interests and values inthe form of tangible products through to achieve tangible product contains high-tech products as much as possible the technical content and added value. High-tech products as much as possible reflect the core product functionality. Science and technology enterprises should give full play to its technological advantages, targeting the market demand for the development of targeted high technology, market demand urgent , good market prospects , high added value and competitive new products to develop new products and upgrading products Lord.( 2 ) as an additional product technical support and service of high-tech products in the market is the key to success . First, pre-sales technical support and services that can help customers improve understanding of new products , so that potential customers understand the product 's core values as soon as possible to help them determined to buy . Secondly, the scientific and technological products in the sales process is often accompanied by a large number of technical support and transfer of science and technology enterprises should increase product technical support and service efforts, as much as possible to its technological advantage is reflected in the sales of add-on products , Technical support even become inseparable part of the product , allowing customers to purchase products at the same time , by receiving technical servicesto gain maximum benefit , in order to improve the competitiveness of products .( 3 ) tangible product to reflect the product's superior performance, quality and brand , to reflect the first-class technology , aFlow value of the product . Through quality system certification, patent applications , certification authorities , creating famous brand in the form of tangible products to enhance the value .( 4 ) As a high-tech product , the product should reflect the expected value of the product , product performance andCustomers using the function to achieve the desired properties and conditions , so that customers feel after purchase value for money. ( 5 ) To continue to dig through technological innovation of high-tech products, the potential value of the product , so that customers getPremium services , improve customer loyalty .( 6 ) As an alternative characteristics of high-tech products , once a functionally equivalent new products come out , the old production Goods will be eliminated from the market, therefore, the future of high-tech products into maturity , the market should be improved through technological innovation and product improvement , and constantly develop new uses and new features , extend its life cycle.2 , pricing strategyOverall, the science and technology enterprises , the general rely on the uniqueness of the product to occupy a certain market segments, should focus on strengthening the unique nature of the product rather than reduce costs. It is generally expensive policies should be taken , should not take low-cost policy .Share on pricing methods , generally cost-oriented , demand-oriented and competition -oriented three methods , science and technology enterprise products are generally used to meet the special needs of the market of high-tech new products, sometimes even contains some technologies and services specific product portfolio, customers buy products, but also have these advanced technologies and processes, therefore , the customer first value is the value of its properties and use , the price is a secondary factor , that product performance is the customer 's decision to purchase the most important factors, therefore, recommended perceived value pricing , according to the customer's perceived value to pricing, in order to obtain higher returns. On the other hand , high-tech products are generally in the introduction and growth stage of new products, new product pricing strategies skimming pricing strategy , pricing strategy and satisfactory penetration pricing strategy , skimming pricing strategy is a high- price strategy is refers to the market early in the new products ,price too high , so that in a short period of time to maximize profits : penetration pricing strategy is a low- price strategy, that in the new product into the market , the price is set too low, so that customers easily accepted , and soon opened and occupied the market, through economies of scale and experience curve gradually reduce costs, and ultimately achieve a low price ; satisfaction pricing strategy is a range between skimming and penetration pricing strategy . Set by the low price, but the price is higher than the penetration , is an intermediate price . Because of this pricing strategy enables producers and customers more satisfied with the name. Sometimes called "gentlemen price" or "moderate prices ." As science and technology enterprises of new products , in the face of customers generally are innovators or early adopters , the price elasticity of demand is low, therefore , it is recommended to take skimming pricing strategy. From high-tech products in terms of features and functionality used , which is based on special features to meet specific customer needs in different areas , for different customers, but also can take differential pricing strategy . Science and technology enterprises in the development of the price strategy, but also considering the products in which the specific stages of the life cycle and the market cycle , and competitors conditions and other factors , select the appropriate pricing strategy. Forexample : For has matured , the market is highly competitive products, you can take follow the market pricing.3, the distribution strategyAs high-tech products and technology enterprises , usually for a particular purpose , non-standard chemical products in the market are mostly oriented industry market , often require salespeople or professional and technical personnel to customers about product performance characteristics, uses and use requirements , or even need installation, maintenance and after-sales service . Some high-tech products, carries a lot of advanced technology and processes , products and technologies are sold simultaneously , that is, the sale of some products is often accompanied by advanced technology and the transfer of technology , not so much selling a product, as it is sales techniques and processes , the need for pre-sales technical promotion, sale and after-sale technical guidance technology exchange and training , that is, in marketing activities to be carried out a lot of technical marketing. Furthermore, customers often require some special requirements in depth on-site technical personnel of enterprises , tailored to customers to meet their special needsProducts, customers, scene of some of timely and accurate technical information is passed back to the production department , andsometimes require on-site personnel involved in marketing the new product design, development and production process, even after repeated and improved in order to succeed. Thus, the complexity and high-tech products require specialized personnel and institutions engaged in the corresponding this complex , specialized sales. Thus, science and technology enterprises to use more direct way to promote their products , in a sense , direct sales personnel marketing activities buyers and sellers information exchange, emotional communication , knowledge exchange and commodity exchanges composite behavior . In marketing activities , and even to build sales, design , research and production of a combination of integration model, high-tech achievements and products to accelerate the commercialization process . Science and technology enterprises in international markets or a specific area of the market, you can choose with relevant expertise and influence in the industry of professional agents , establish long-term cooperation with strategic marketing alliances or a close cooperative relationship , as far as possible the use of hierarchical less professional sales agents . In today's society , the emergence of the Internet to give people the information exchange and communication provides a great convenience , as a leading high-tech development of science and technology enterprises in the marketingefforts should attach importance to the use of internet marketing . NetworkMarketing, distribution advantage of low cost, interactive real-time communication , so that enterprises can more easily and facilitate the establishment of the customer information system, which is unmatched by other traditional channels , the enterprise can be carried around the clock 24 hours and keep in touch with customers , business product information can be the fastest way to deliver to the customer. Internet Marketing for the development of the international market, reduce costs, improve efficiency even more significant role.4 , promotion strategyCorporate promotional activities , including advertising , sales promotion, publicity and personal selling, sales promotion , etc. IV . Promotion will focus on: First, to allow customers to quickly and comprehensive understanding of the product , including its advantages , and the new value of applicability ; secondly , promotion to give customers technical support and guidance in order to attract customers, help customers choose to buy ; Finally, the goal is not only for the promotional needs of people ( users ) , but also for those who recommend products and brands ( proponents ) , but also for those who are going to buy from someone ( potentialdemanders ) , for the industrial market sales , but also for its promotional objective decision-makers , buyers , and information controller. According to the technology acceptance life cycle theory , high-tech products into the market in the process, the key issue is to conquer the innovators and early adopters of these key customers, and then quickly across the " gap" phase , expanding customer base. We must first determine a good target market and step into the market , selecting the right initial customers are high-tech products successfully entered the market and the rapidly expanding popularity of the key. These key customers, including walking in front of innovational companies and individuals , secondary developers , an industry, an important opinion leaders and so on. These key customers, the company can give some valuable feedback information for companies to improve new products, better capture the market ; Second, they may be secondary to the high-tech product development , will be derived from its use to other industries go to market to them to complete the redevelopment ; Finally , the key customers in the market have a great voice , through their verbal communication, information can quickly spread to a wider range .Based on the above analysis, development of science and technology enterprise promotion strategies are as follows :( 1 ) should pay attention to the role of propagandaInstitutes in science and technology for enterprises, often with the advent of new products and new results , but has always maintained good cooperation with the government relations , often a declaration or commitment to national and local levels, a major research departments , all of which , can become very good news materials , public relations activities through news agencies reported , please publicity , these positive news for companies to improve their visibility and establish a good corporate image has a good effect , if it is a new product reports, can also play a role in promotion and advertising , may well be the innovators or early adopters to try to buy a catalyst . Publicity with less expensive , realistic strong features, especially for the early start of the science and technology enterprises , is a good promotional tool. ( 2 ) publicity and sales promotion matchedSales promotion is a series of marketing activities directly stimulate buying in general. For example : special services before and after sales , exhibitions, presentations and other marketing efforts and so on. After the advent of new products and technology enterprises , through media coverage in the customer base may also play a role in its creation , but for our customers choose to buy the new product in terms of its presentation is not enough,therefore , enterprises should promptly participate in industry associations seminars , technical seminars , exhibitions and invite target customers organize product launches , etc. seize the opportunity to introduce new products to our customers the performance , characteristics and use of the benefits to the customer after . Fully as soon as possible to help customers learn about new products , contributed to buy. In this way for early public fully understand the new products to help them determined to buy an important role , is a new product across the " gap" quick access " bowling alley " phase of the important means. Attention should be paid in the sales promotion of opinion leaders and experts to play the advocacy role of opinion leaders is to have a say on the products and companies that can exert influence organizations and individuals . In the high-tech products in the market , and business -related marketing chain ( suppliers , distributors , wholesalers, retailers ) , venture capitalists , financiers , news reporters , newspaper commentators , economic analysts , lawyers, industry sector celebrities, to control the flow of information industry and the majority of users, etc. , all have a say on the products and business professionals , executives are " opinion leaders " the most important part. "Opinion leaders " who pass on the information they received for processing , sorting, and then transmitted to thetarget customers enhanced , leaving the corporate and product information more timely , with the most easy to understand way to convey to the target customer hands , so high sales results . Therefore, enterprises must be "opinion leaders" of the key players to establish contact , develop friendships , ready to provide them with technological progress in the case , held a conference, product information , technical demonstration seminars , experts explain to the audience the performance of new products, technology and development prospects . Their views , views on the potential users of high-tech products is the most authoritative. Also note that in the sales chain to promote the marketing, sales promotion of the use of oral transmission , chain marketing is the use of old customer product sales campaign , due to its use of interpersonal promotion , to a certain extent, accelerate customer product understanding of the process , so the success rate is very high, the effect is a better means of promotion , of course , the most important prerequisite for the corporate brand is the customer satisfaction and loyalty is higher.( 3 ) the proper use of the role of advertisingAdvertising is mainly consumer goods major promotional tool , it is in the role of industrial supplies sales have created awareness , building understanding , provide clues proven effective reassurancefunctions such as technology-based products industry in terms of the market , can in some professional journals on the proper conduct advertising and promotion, in order to build awareness and provide clues received results. The role of advertising can expand the impact of new products to enhance public awareness of the early understanding and awareness of new products , a firm confidence in their decision-making ; On the other hand , it makes the public feel that the late , new technology has matured, paid products have been popular, the transmission of information through advertising , you can establish in their minds a certain brand image, when you decide to purchase , also known company preferred products . However, in terms of the industrial market , relying on advertising and promotion, it is difficult to allow customers to complete the purchase .( 4 ) focus on the role of the use of personal sellingPersonal selling is an enterprise by sending sales staff with one or more people who may become buyers talk to make an oral presentation to promote their products , promote and expand sales. Personal selling is the sales staff to help and persuade buyers buy certain goods and services in the process , because it is face to face with customers , you can put the performance and technical characteristics of the product delivered to the customer, canprovide customers with consulting services to help customers solve a some technical issues , while sales of high-tech products and technology enterprises is precisely the need for technical exchanges and services. Thus, science and technology enterprises should pay special attention to the role of personal selling , sales staff want to propose specific professional requirements , making it capable technical marketing efforts, when necessary, please engage in new products and new technology research and development personnel "expert marketing" . Personal selling is the science and technology enterprises in the industrial market, the primary means of selling its high-tech products throughout every stage of market segmentation , the other sales promotional tools only play a supporting role . Science and technology enterprises in high-tech products in various stages of the targeted market make other promotional work , marketing and other means to make staff complement , play the greatest performance.5 , other marketing strategies( A ) technical support and service marketing strategyHigh-tech products for industrial markets , its tangible products often materialized some advanced technologies and processes , the technology is far greater than even their physical value-added product value . Thus, while the transfer of product sales , often。

1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。

中英文翻译中文翻译：顾客满意策略与顾客满意营销自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。

一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。

在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。

在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售中、售后服务和咨询。

也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。

与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。

这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。

它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。

这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。

CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。

企业不再以质量达标,自己满意为经营理念,而是以顾客满意,赢得顾客高忠诚度为经营理念。

企业经营策略的焦点不再以争取或保持市场占有率为主,而是以争取顾客满意为经营理念。

因此,营销策略的重心不再放在竞争对手身上而是放在顾客身上,放在顾客现实的、潜在的需求上。

当企业提供的产品和服务达到了顾客事先的期望值,顾客就基本满意；如果远远超越顾客的期望值,且远远高于其他同行,顾客才真正满意；如果企业能不断地或长久地令顾客满意,顾客就会忠诚。

忠诚的顾客不仅会经常性地重复购买,还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品,而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人,而每一个被告知者会再传播给12-15个人。

这样,一个不满意者会影响到二、三百人。

在互联网普及的今天,其影响则更大。

据美国汽车业的调查,一个满意者会引发8笔潜在的生意,其中至少有一笔会成交。

而另一项调查表明,企业每增加5%的忠诚顾客,利润就会增长25%-95%。

一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。

所以,美国著名学者唐·佩珀斯指出:决定一个企业成功与否的关键不是市场份额,而是在于顾客份额。

于是,企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。

依靠对企业满意忠诚的销售、服务人员,定期、定量地对顾客满意度进行综合测定,以便准确地把握企业经营中与“顾客满意”目标的差距及其重点领域,从而进一步改善企业的经营活动。

依靠高亲和力的企业文化、高效率的人文管理和全员共同努力,不断地向顾客提供高附加值的产品,高水准的亲情般的服务,以赢得顾客不断变化和提升的满意度,赢得更多的顾客份额。

如海尔始终把顾客需求放在第一位,站在顾客的角度考虑产品开发、设计,提供个性化、人性化实用产品,从拉幕式彩电到最新推出的“换台不晃眼彩电”,从小小神童洗衣机到手搓式洗衣机,从小王子冰箱到“智慧眼”变频空调,从17个小时制出“迈克冷柜”到售后一条龙星级服务,无一不是为满足顾客需求而提供的令其满意的超值产品和服务。

又如微软的每一种产品都集中了世界上最优秀的开发人员,推出比顾客想要的还要好的产品,同时形成全球化销售的规模经济,把价格降到最低。

而这正是微软20年来成功的秘决。

综上所述,情感消费时代,决定生产经营何种产品和提供什么样服务的权力已不再属于企业,而是属于消费者,衡量企业效率以及存在价值的决定权转移到了顾客手中,企业应尽量迎合顾客,超值满足顾客,以尽可能地从顾客那里获得“货币选票”。

而CS策略正是获取这种选票的制胜法宝。

二、顾客满意营销策略的主要步骤第一,在企业文化层面上确立以顾客为中心,顾客利益至上,以顾客满意为目标的经营理念。

CS理论中的顾客指的是内部员工和外部顾客(包括经销商、批发商、代理商、最终消费者和原材料供应商、合作者等),顾客满意包括员工和外部顾客的满意,顾客忠诚亦然。

企业成功的机制在于顾客满意与忠诚,员工是顾客满意和忠诚的关键人员。

员工对企业的满意度和忠诚度是顾客对企业产品和服务满意度和忠诚度的基础,顾客满意度和忠诚度是员工行为的必然结果。

没有员工的满意与忠诚,就不可能创造出令顾客满意的产品和提供超值服务,顾客自然就不满意不忠诚,离企业而去。

当员工满意与忠诚时就会在与顾客接触中以极大的热情投入自己的智力资本,创造性地为顾客服务,并能及时发现顾客需求动向,及时提升产品和服务的附加值,紧紧抓住顾客的心,令其满意。

联邦快递发现,当内部员工满意率提高到85%时,他们的顾客满意率高达95%,且企业的利润也就十分乐观。

在这里员工的态度决定着一切。

因此,企业必须将顾客满意的经营理念渗透于员工的头脑中,体现在管理中,对员工忠诚,以他们研发产品、制造产品、提供营销服务令顾客满意。

如九头鸟”,员工得到的教育是一切以顾客为中心是企业经营的最高原则。

顾客是恩人,是朋友,是老师,是顾客给了我们工作的机会,工作的价值,工作的乐趣和工作的意义。

我们应该发自内心地真诚地感谢顾客,顾客的满意就是我们的工作目标,为顾客创造最有价值的产品和服务是我们的最高目标。

在此原则指导下,宁愿让自己吃亏不能让顾客吃亏已成为“九头鸟”员工的行为准则。

让顾客感到在“九头鸟”消费是一种享受,是一种物超所值的享受。

顾客在付出成本后,对自己的消费有一个期望值,而消费者最后得到的消费在其心中也会有一个评价的标准来衡量,如果物超所值,他以后就会再来,如物有所值,他以后可能会再来；否则,消费者将不会再来。

所以,“九头鸟”的目的就是为消费者提供物超所值的产品和服务。

有如此经营理念及其指导下的令顾客满意营销,“九头鸟”红火于京城就不难理解了。

第二,让顾客参与产品设计与研发。

企业以顾客为中心,经过市场细分,广泛的调研了解目标公众的需求和价值,站在顾客的角度考虑产品开发、设计,提供个性化、人性化的高附加值的产品和服务,是正确的,但必须让用户一起参与产品设计。

利用互联网和CAD技术与顾客建立有效的沟通和信息交流,及时掌握顾客的各种需求信息和顾客价值,鼓励各种信息来源渠道对顾客信息库进行及时的更新。

经过分析、总结,了解顾客的本质需求,并使顾客本质需求信息成为企业各个部门的共享资源。

以此设计产品,提供令顾客满意的服务。

现在,许多公司采用一种名为:“产品配置器”的系统来帮助用户一起参与产品设计。

即在计算机里存放了所有产品模块的最新信息,并随时更换,营销人员在销售现场通过因特网,根据用户需要或与用户一起配置出其所需要的能满足其价值的产品。

上海通用公司生产的汽车令经营商和用户非常满意,就是因为让用户一起参与了产品的设计。

而海尔无论是为四川农民生产的能洗地瓜的洗衣机,为上海用户生产的“小王子冰箱”,还是换台不晃眼的彩电,海尔的“智慧眼”变频空调,星级一条龙售后服务等,都是依据用户的需要,吸收了顾客参与产品设计的建议,而设计开发的令顾客满意的富有人性化的超值商品和服务,自然就赢得了更多顾客的芳心。

第三,提供令顾客满意的全程服务和个性服务。

全程服务是针对顾客的购物与消费每一环节所进行的细致而又深入的服务,心的服务。

全程服务就是消费者从产生消费欲望那一刻起到商品使用价值耗尽为止的整个过程,对消费者的细心呵护,使消费者与自己的品牌紧密相连,让消费者享受文化、享受服务、感受理念、感到受益,心甘情愿地消费你的产品或服务,令消费者在每一个层面都感到完全满意,并能赢得客户的忠诚。

销售阶段———保证顾客得到必须及时优质的服务,售前咨询培训参与,传递知识信息,创造购物需求,令顾客理性选择,帮助顾客购买自己实用称心的商品；售中支持提供方便,最大限度地发挥商品功能,让顾客体味到温情和价值；售后增值反馈回访服务,使顾客感受到温馨和真情。

如一老太太买的海尔空调,回家途中被黑心司机拉跑了,海尔得知后,立即免费给老太太送去一台海尔新空调,并决定以后送货到位。

内蒙一用户因家中失火,将刚买的海尔冰箱烧坏,海尔接电后从计算机服务网络中查到该用户详细住址,派专人专车用4天时间赶到为其修好冰箱。

这种超值服务必然赢得顾客超期望值的满意。

在如今情感消费时代,人们追求“心的满足感和充实感”的商品,是高附加值极富个性化价值的商品,追求价值观和意识多元化、个性化和无形的满足感。

因此,企业不再将注意力投入于全体消费者的一般需求差异上,应针对追求各异的个性消费者,量体裁衣,设计并开发企业的产品及服务项目,以适应当今个性化和多样化的消费趋势。

面对越来越复杂的消费倾向,企业要驾驭顾客需求,进行个性化营销,关键在于建立顾客资料库与顾客信息反馈系统,进行客户关系管理,不断收集了解消费者的要求和偏好的变化,以及对企业新的期望,以便更好地为顾客提供个性化服务。

第四,培育顾客忠诚。

在餐饮业,满意顾客中品牌转换者的比例竟高达60%到80%。

这说明满意的顾客并不一定能成为忠诚顾客。

而一个企业80%的利润来自20%的忠诚顾客,营销顾客集Aracature Corp.的总裁Larry Light在Advertising Age杂志上说,从忠诚顾客身上得到的收益是非忠诚顾客的9倍。

沃尔玛之所以能够持续增长成为500强的老大,根本原因在于它吸引客户忠诚的经营能力。

顾客忠诚是来自顾客感受到的、通过双向沟通所传递的价值和相互关系,是通过企业不懈地提供超值产品或服务而取得的。

要使顾客忠诚,企业最高管理层必须有长期不懈的决心和资金支持,对企业的忠诚顾客进行界定,了解顾客的需求是怎样形成的,他们离去的原因是什么,买了谁的产品,为什么?认识并创建顾客忠诚的激励因素。

培育忠诚顾客的营销方法有两种: 一是要妥善解决顾客的抱怨。

只要妥善地处理顾客报怨,82%的顾客会再度购买商品。

市场营销中英文对照外文翻译文献

市场营销策略外文文献及翻译

毕业论文市场营销外文文献翻译

市场营销毕业论文外文翻译中英文

【Selected】市场营销外文文献翻译.doc

市场营销外文翻译10

市场营销论文中英文外文翻译文献

市场营销毕业论文中英文文献

市场营销价格策略外文翻译文献

市场营销策略论文中英文资料对照外文翻译

市场营销原理外文翻译 外文文献 英文文献

市场营销学 外文翻译 外文文献 英文文献 市场营销

市场营销专业毕业论文中英文资料外文翻译文献

市场营销战略论文中英文外文翻译文献

毕业论文市场营销外文文献翻译

企业市场营销外文文献——中文译文

企业市场营销外文文献——中文译文

市场营销原理外文翻译外文文献英文文献

市场营销学外文翻译外文文献英文文献市场营销