营销策略外文翻译

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品牌营销策略外文文献

品牌营销策略外文文献Brand Marketing StrategyIntroductionBrand marketing is a crucial aspect of any business strategy as it helps create awareness, build loyalty, and differentiate a company's products or services from its competitors. This paper aims to discuss various brand marketing strategies and their importance in the global market.Importance of Brand MarketingBrand marketing plays a vital role in creating a positive perception of a brand in consumers' minds. It helps build trust, credibility, and loyalty among customers, leading to repeat purchases and brand advocacy. A strong brand also allows a company to command premium prices for its products or services and gives it a competitive advantage in the market.Brand Positioning StrategyBrand positioning is a crucial step in brand marketing strategy as it determines how a brand should be perceived in the market. It involves identifying the target audience, understanding their needs and preferences, and positioning the brand in a way that resonates with them. This can be achieved through effective communication, advertising, and branding activities.Brand Differentiation StrategyBrand differentiation is an essential aspect of brand marketing, especially in highly competitive markets. It involves highlighting the unique features, benefits, or values of a brand that set it apart from its competitors. This can be done through product innovation, superior quality, excellent customer service, or a unique brand personality.Brand Extension StrategyBrand extension is a strategy where a company uses its established brand name to launch new products or enter new markets. This strategy leverages the existing brand equity to gain a competitive advantage and reduce the risk associated with introducing new products or entering new markets. However, it is important to ensure that the brand extension aligns with the brand's core values and does not dilute its equity.Digital Marketing StrategyWith the advent of the internet and social media, digital marketing has become an integral part of brand marketing strategy. It helps businesses reach a wider audience, engage with customers in real-time, and build an online brand presence. Digital marketing activities include search engine optimization (SEO), social media marketing, content marketing, influencer marketing, email marketing, and paid advertising.Customer Relationship Management StrategyBuilding strong relationships with customers is essential for long-term success and brand loyalty. Customer relationship management (CRM) strategy involves collecting and analyzing customer data to understand their preferences, needs, and behaviors. This information can then be used to personalize marketing communications, offer tailored products or services, and provide excellent customer service.ConclusionIn conclusion, brand marketing plays a crucial role in the global market as it helps create awareness, build loyalty, and differentiate a brand from its competitors. Various brand marketing strategies, such as brand positioning, differentiation, extension, digital marketing, and customer relationship management, can be used to achieve these objectives. It is essential for businesses to continuously evaluate and adapt their brand marketing strategies to stay competitive and meet evolving customer preferences.。

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。

市场营销策略Marketing-Strategy大学毕业论文外文文献翻译及原文

毕业设计（论文）外文文献翻译文献、资料中文题目：市场营销策略文献、资料英文题目：Marketing Strategy文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14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。

然而，在大多数市场中，购买者的需求不一致。

因此，对整个市场采用单一的营销计划可能不会成功。

一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。

市场细分使公司能更加有效地利用其营销资源。

而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。

市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。

但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。

确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。

统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。

采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。

多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。

2 产品定位管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。

因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。

市场营销人员可以从各种定位策略中加以选择。

有时，他们决定对某一特定产品采用一种以上的策略。

以下是几种主要的定位策略：2.1与竞争者相关的定位对一些产品来说，最佳的定位是直接针对竞争对手。

该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。

为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。

外文文献(市场营销策略)

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-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。

品牌营销策略外文翻译文献

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

营销策略英文翻译

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

营销策略业务英文文献及翻译

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

网络营销策略分析外文翻译文献

网络营销策略分析外文翻译文献(文档含中英文对照即英文原文和中文翻译)Network marketing strategy analysis of VANCLAbstract:21 century is the information century, the development of science technology, economic and social is to meet the coming of age. The network marketing is also the Internet for media, to implement marketing campaigns in the new ways, method and idea, more effective individual and organization the realization of the trading activities. Enterprise how to develop the network marketing in such a huge market potential, occupation in emerging markets, to the enterprise both opportunities and challenges. The network marketing is also produced in the change of the values of consumers: meet the needs of the consumers, is the enterprise manages the core of the eternal. Using network of this high- technology to provide consumers with various types of service, is a important way of future competition advantage.V ANCL makes a huge success by the network marketing, and becomes a Chinese clothing network marketing market leader in the short term. Based on the network marketing way as the foundation, reading V ANCL marketing strategy.Key words:Network marketing Marketing strategy V ANCLThe network marketing as a new marketing concept and marketing mode in a digital economy times, even if the enterprise opened up more broad market, and can lead and reforming the traditional marketing. The network marketing compared with the traditional marketing has the personality, interactive, economy, efficiency and obvious advantages, if V ANCL want to market in big foothold, it must learn to use the new marketing method, the most suitable for enterprise of the integration of traditional and modern marketing method.1、The marketing situation of V ANCLWith the development of the Internet, e-commerce enterprises emerging batches. The e-commerce market in other properties, once created "clothing direct sales model" the myth of a brief period of prosperity in PPG after into decline. And take thesame pattern that honesty-this is established for just two years of electronic business enterprise in the short term but has remarkable success. Why the brand whose name sounds like a lot"western style"can stand firm in the waters of the electronic commerce is owe to the network marketing .At present ,V ANCL already expands and covers to men's clothing, women's, shoes, accessories, household six big kinds, with the deep of all kinds of goods, it will become the first choice of Internet clothing buyers. V ANCL as just a new company less than two years operation, is rooted in the Internet service brand.V ANCL already cooperates with Spain, Switzerland, the United Kingdom, France, Canada, Germany, Japan, South Korea and other countries of line designers, this enterprise is relying on the Internet around the world first-class brand power integration of designer resources. From knowing less about the garment industry into konwing a lot, Chen Nian has become the senior personage, the standard of the IT expert begins to study fashion brand, and return to a clothing brand positioning, makes every guest brand visibility and reputation by the traditional clothing brand shaping path,.2、The network marketing ways of V ANCL(1)Search engine optimizationSearch engine optimization, hereinafter referred to as SEO, is through the website structure (internal links structure, physical structure, web site logic structure), high quality website the subject content, the rich and the correlation of value optimization and external links to web site to users and search engine more friendly to get at the engine advantage for website ranking into traffic. Every guest use baidu and Google, Soso and sogou search engine optimization, attract the part of the network that are not familiar with the population want to get the information in the purchase and the query of the product or want to buy the brand of want to buy, or to have a preliminary impression that the guest, or related to click, thus increasing traffic and sales of all the guest.(2)Search engine advertisingSearch engine advertising refers to the use of the search engine, classification,search for information online catalogue with function of the network tools for network expansion of method, flow out an advertising model by strong search engine, and as long as to competitive rankings and keyword advertising give priority to tone at present. Search engine advertising forms include based on search engine based on classification method and the method of directory. Search engine based on methods including keyword advertising, competitive rankings, fixed rankings, based on the content location of advertising, and a variety of forms, and based on the method of classification catalogues are mainly in the category of priority in the appropriate category website display. V ANCL A in baidu, Google, sogou search engines such as do in advertising, increased the potential customers for impression times and increased clicks, easier to customers buy all the guest products.(3)E-mail marketingE-mail marketing is the way to subscribe to the industry and products information through the email way to provide the users need to establish and users of the relationship between trust and trust. E-mail marketing has three basic factors: user license, electronic mail delivery information, information of value to the users. V ANCL via E-mail activities or convey product promotion or sells products information to users all the latest information communicate guest, the user will be according to their own product of interest to click on words or images, increase hits, it also increases the user to the attention of all the guest to some extent, also increase the purchase of the users(4)Virus marketing.Virus marketing is not use virus or rogue plug-ins to promote ways of marketing, but rather through a set of effective and reasonable integral system and stimulate active users to guide publicity, is built on the benefit users on the foundation of the marketing model. For example, every guest experience in the marketing activity to give users the experience will make the users satisfacted to others spread good image of the brand or product, cause public effects. And cause Internet industry wide attention is realized that the guest in China Internet first virus marketing, its main virus marketing example is that the popularity of the object. V ANCL uses WangLuodan and Han Han for outdoor advertising and the representative of video advertising by "love love love XX, XX XX love, love XX XX, I am not XX, I'm XX" advertising copywriter pattern, its headline font with Microsoft LOGO, black, describe the part USES a bold and then use the above model has strong grassroots fundamental key and easy to copy, imitate the AD copy font mode is called Vanclize. This virus marketing of V ANCL essence to a proverb “Many t hings grow in the garden that were never sown there ”, so-called " Vanclize " originally from former ogilvy creative director. The distant partners in the hand of QiuXinYu advertising, via the Internet after Internet users after PS widely spread, the net friend of widespread and the Internet. Virus marketing remarkable characteristics is active spreading brand or product customer information. Every object because simple style bright and clear, easy to PS, so the net friend copying its, mode for sentence transformation, and then spread, to a certain extent, to V ANCL this brand publicity.(5)Micro Po marketingThe Po marketing is to point to in the Po such a role in the user of the relationship between share information and communication and access platform of the marketing activities, mainly including release the activities of enterprises information, fans interaction, etc. The Po marketing and activity marketing, advertising, implantable customer service new platform, brand marketing linked together, September 3, 2009, sina micro blog "V ANCL fans" officially established. V ANCL use its official sina micro bo "V ANCL fans" release V ANCL and V ANCL member or the Po fans interactive activities information, forward fans put on every guest clothing display figure, release all the activities of the information and guest enterprise issued by all the members in the activities of the guest enterprise information and to make every guest house, show every guest fashion, every object such as topic marketing, and every guest fans constantly forwarding official micro bo's information to improve the every guest exposure, and shaping the every guest brand image of close to people.3、The network marketing strategy of V ANCL(1)Product strategyThe product of V ANCL is leading project by the famous designer, top the essenceof classical style of men's clothing brand, reference Asian man’ bodily form feature at the same time, select fabric dyed close-fitting production, as users enjoy luxury quality by medium price, advocate contracted, depth, comfortable, environmental protection. Simple desgin, coloring prudent style, the design concept induction from Italy, remove unnecessary decoration, emphasize the performance of heavy and complicated comfort and grace.Any products, only suitable for target consumption group needs, likes or dislikes products that may reach a good sales results. And V ANCL since will consumer orientation in 25-35 phase of the user group, so the product quality or from either from the design style is also should adapt to their spending habits. Relative to the PPG consumer groups, V ANCL in the face of some consumer groups more mature. They don't pay attention to flowery, bright, smart, fancy style, but pay more attention to quality, taste, practical and comfortable. Therefore, and the pursuit of the corresponding product positioning and design, it should be for all mankind sincere product the designers of the center of gravity of the work.(2)Price strategyAt the present V ANCL’ price is accepted by general man, besides it l aunched many favourable activity, so long as you often skim through V ANCL website any time you freed,you can get unexpected harvest, so its favourable activity will make your online purchasing car full at the same time, your wallet aren’t reduce much.V ANCL has been carried out low price strategy, such as a common advertisement-- the experience of "199 yuan four shirt", It’s very important for V ANCL to expand market share and seize the market, the whole strategy of V ANCL is to low price, high quality rapidly occupation market share first, although rolled out by this price, V ANCL isn’t loss money.But at that price in the market introduction is very low, and most of the space to consumer interests, the purpose of V ANCL is to expand the market, let consumers purchase experience, this is your data came into their database, every guest to take QQ, email, etc way to you an additional other products.(2)Channel strategyIn the diversification of Chinese clothing brand, most of the clothing is achoice of the traditional sales channel, looking for distributors, means the joining trader, but V ANCL have seen there are too many not controlling rely on of the traditional channels, so that those guests were established at the beginning of a high-level decided to use the network direct sales model.The network marketing of the realization of the purchase and trading information process and its physical process of separation is. This information process contain many reflect both trade credit information and the ability of market mechanism of the identity of business rules information, and the physical process is the product quality, efficient and transport service system to ensure that, so the network marketing operation needs to mature market mechanism, credit service system, logistics and distribution system for the foundation.4、conclusionThere are many available Internet marketing tools used by enterprises, for instance release information in the news, and using specific events to attract visitors, open up the BBS and consumer hot or project to discuss, let consumer participation in the product design, establish links, provide free E-mail, free search engine, free agency, free online services such as the screen on demand for free.Looking to the future, the network marketing is very welcome to implement in the medium-sized and small enterprises .This is because most small and medium enterprise managers have realized the benefits of developing network marketing, and actively join and enterprise website construction, this for the development of small and medium-sized enterprises lay the solid foundation after the network marketing .凡客诚品的网络营销策略分析摘要：21世纪是信息世纪，科技、经济和社会的发展正在迎接这个时代的到来。

化妆品营销策略研究外文文献翻译2013年译文3000多字

文献出处：Bansal H S, Taylor S F. Cosmetics marketing model research [J] Proceedings of the Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2013: 75-82.原文Cosmetics marketing model researchKumar. PrakashUnderstanding behavior of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends. Consumer behavior can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: "The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services." (Loudon and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: "activities people undertake when obtaining, consuming, and disposing of products and services" (Blakwell, Minard and Engel, 2001).A study by Voss and Parasuraman (2003) suggests that the purchase preference is primarily determined by price than quality duringpre-purchase evaluation. Given explicit quality information, price had no effect on pre-purchase or post consumption quality perceptions. Instead, post consumption quality evaluations had a favorable impact on price evaluations.Another study by Chernev (1997) analyzed the effect of common features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands’ choice shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect, equalizing brands share.Russo and France (1994), studied the nature of the choice process for commonly purchased non-durables by tracking eye fixations in a laboratory simulation of supermarket shelves. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purchase environment.While describing about shopping orientation, Sinha (2003) reports that Shoppers seek emotional value more than the functional value of shopping. Their orientation is based more on the entertainment value than on the functional value. The orientation is found to be affected primarily by the type of store, the frequency of buying and to some extent by thesocio-economic classification. The retailers need to experiment with a format that attracts both types of shoppers.Research suggests that beauty consciousness among people in general is changing. Vigneron and Johnson (1999) reported that people's needs for appearances and materialism were increasing. That is human beings wanted to satisfy the need to look and feel good. This created a boom in the cosmetic and toiletries sector across the world. Chambers Encyclopedia defines cosmetics as (a)articles intended to be rubbed, poured, sprinkled or sprayed on, introduced into or other wise applied to the human body or any part there of for cleaning, beautifying, promoting attractive nessor altering the appearance and (b) articles intended for use as a component of such articles.Now variety of cosmetic and toiletries ranging from natural to sophisticated items are available in the market. The pattern and preference of use of these items vary according to different segments of gender, age and socio-economic class. When we review the literature on the cosmetic and toiletry industry, not many studies are available especially about Indian scenario. The present study is an attempt to analyze the purchasing pattern of cosmetic consumers.Cosmetics and Toiletries: Global ScenarioIn 2003, the world market for cosmetics and toiletries (C&T) was valued atUS$201 billion, up4.8% from 2002 (in fixed exchange rate terms). Though mature, hair care maintains its position as the most valuable sector in global cosmetics and toiletries, with global sales amounting toUS$42.4 billion in 2003. (Briney, 2004b). According to Global Cosmetic Industry report(August, 2004) the advanced education provided by brands about the products' ingredients and benefits have made today's consumer more aware of what they're putting on their bodies, and making them more willing to pay.Price & Cosmetic ConsumersThere is high maturity and price competition in established mass market toiletries such as bar soap and toothpaste. Since the average household continues to be highly price sensitive, these popular mass-market products will have the lion’s share of cosmetics and toiletries sales. This will offer high growth prospects of the overall market over the coming years. The cosmetics and toiletries market are also facing competition from other consumer durables (computers, mobile phones, home theatres and automobiles) as well as the housing sector. The drop in interest rates has led to a boom in housing loans and real estate purchases. Being value conscious, there is a limit to the amount that the average consumer will spend on luxury items such as fragrances.Urban & Rural Cosmetic ConsumersSpending on cosmetics and toiletries is relatively small, with rural and suburban areas concentrating on basic toiletries and cosmetics. The purchasing power consumers is increasing thereby shaping the aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. The Cosmetic Companies have invested heavily on promoting product visibility among rural folk, which has increased the demand for bar soap, talcum powder, lipstick, tooth powder and hair oil in these areas. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Anotherstrategy followed by companies to promote cosmetics in rural areas was sachets’ approach. While rural contributed to growth in volume terms, the urban population contributed 69 %of value sales in 2005 especially for sophisticated products. These high-quality added-value niche products include mascara, toners, body wash/shower gel, depillar Tories, sun care and deodorants, amongst others which are unaware to the rural users. Sales are almost completely generated from the urban pockets, concentrated within the key metropolitan areas. Due to Western influences, men's grooming products are used more predominantly in urban population compared to their counterparts in rural areas.Income HouseholdsCosmetics and toiletries have witnessed a growing demand from the low and lower middle-income households. The premium labels are being used in urban areas, whereas regional and national brands in the rural areas, where close to 70% population resides and price determines purchasing decisions.Men & Women Cosmetic UsersBoth male and female consumers form a major segment of buyers of beauty products. women are becoming increasingly more beauty conscious. Reports of Consumer Graphics revealed that in 2003, women aged 15-24 years accounted for 29.8%of all make up sales. The increased purchasing ability of women households helped them to spend more on personal grooming. Colour cosmetics emerged as the fastest growing area of the cosmetics and toiletries market over the review period. Experimentation among teen and young adult women was one reason cited for the increase in makeup use. According to Monteiro (2003), there is a tremendous in crease in the female cosmetic consumers. This is due to increasing number of women becoming the earning members of the family due to their increased level of literacy and growing influence of the media More males are becoming conscious about the way they look and are increasingly looking to grooming products to spruce up their physical appearance. This newfound male grooming consciousness was encouraged by men's active participation in prominent fashion shows, such as the popular Fashion TV channel, and in beauty pageants exclusively for men .The demand for men’s hair care and deodorants has gone up and razors and blades have contributed to the men’s grooming value sales. This particular segment which is at its early stage of its development with a growth of only 6% remains a nascent niche.Female cosmetics consumer psychologyWomen and Cosmetic Born to a pair of enemies. Cosmetics for women, there are a lot of consumers consistently classification, of which, by incentive for consumers to purchase the mental breakdown of the most common method. For enterprises, for now this consumer-driven era, the motivation for consumers to buy different for different marketing strategies on the marketing research company becomes extremely effective. In this context, we can present the women's cosmetics consumers are divided into the following categories: realistic psychology of consumers, consumers seeking psychological security, hi new psychology of consumers, the consumer psychology of beauty, follow the psychology of consumers, the status of consumer psychology who here especially psychological consumer category 7.Realistic psychology of consumers are rational and psychological characteristics of the largest consumer, less vulnerable to the impact of advertising and promotional staff. Making purchasing decisions, attached great importance to product tangible results, often the product of all aspects of information are concerned, try this link is essential to them, on the other hand, their friends around them after use The recommendation is also very concerned about. In this group of people doing consumer research carried out, the first effect is the product must be significant; followed by use of experiential marketing as much as possible so that they come into contact with products and trial products; again is the emphasis on the importance of word of mouth. Specifically, from the following aspects.Seeking the maximum security mental psychological characteristics of consumers is a serious sense of crisis. Usually over the age of 25 middle-aged women, who on the face of particular concern to youth are not afraid, afraid to face aging, strongly through various means to retain the footsteps of years. When their eyes first wrinkles appear, when the first root hair of their head when there is they most want to restore the beauty, pleasure yourself, so that consumers are most vulnerable to the impact of advertising and promotion personnel terrorist demands on their most effective.Women's consumer psychology ——Packaging ColorTo make good use of color brings the experience of women to meet the beauty of the heart. Heart of beauty in everyone, especially female consumers, the beauty of the heart become more prominent. Cosmetics, color design, to consumer groups for different ages of the different color preference, and fully meet their beauty of the heart. Cosmetics for young women, the tone should be fresh, lively and based, in order to fully reflect the vitality of youth and health. Such as the Archer aloe moisturizing cream, and its bright green packaging fresh and clean, full of vitality, vulnerability of young girls of all ages. For middle-aged consumer products, and its color should be stable, elegant style. They require a higher quality product, but also pay more attention to brand consumption. SK-Ⅱ, such as the essence of various products, mainly of Chinese red color, not only reflect traditional Chinese flavor, but also gives people a feeling of elegance, but also a sense of vitality, so that many women believe this product to nourish the skin , keeping the skin young state aspects of performance is outstanding.According to the positioning of product sales levels to select the color, to meet the women's sense of superiority and vanity. The positioning of different brands of cosmetics in different groups, the product price difference, too. Suitable for mass consumer groups, cosmetics, packaging can be used in the same rich colors to meet the needs of consumers of different ages. Products such as large treasure in the packaging of pink, green, blue, purple, black, gold and other colors the ingenious, but the rich colors and clean lines. High-end cosmetics, consumer good economic conditions, mainly women, relatively speaking, they are relatively strong sense of superiority and vanity, color display their products, through the noble, value for money, to meet the psychological needs of this group. Amore products such as shiny, with gold for decoration. In the Chinese perception, there is a supreme golden mean.Gold used the product can fully show the status of high quality and distinguished. Eno products pose selection of crystal violet skin bottles, elegant, noble feeling of natural distribution, so that owners get a larger psychological satisfaction.Pay attention to make the packaging color design to highlight women's personality and values. Moisturizing, whitening cream, foundation and sunscreen and other products can only be basic skin care to meet the needs of female consumers, If you want to highlight the personal charm, make-up is essential. Different psychological make-up to give people different feelings, both pure and lovely, fresh and elegant, you can also fashion sexy, smart intellectual. Therefore, the color cosmetics packaging design not only the United States to give the feeling of female consumers, but also bring their personality and values on the rich associations.译文化妆品营销模式研究了解消费者的行为是一个商业机构成功的关键。

市场营销策略外文文献及翻译

市场营销策略英文文献

市场营销策略英文文献《Market Marketing Strategies》Marketing strategy is an essential component of any successful business. It involves the process of identifying the target market, understanding the needs and wants of the customers, and creating a plan to reach and satisfy those customers. Effective marketing strategies can help a business to differentiate itself from its competitors, attract new customers, and retain existing ones.There are several key elements to consider when developing a marketing strategy. First, it is important to conduct thorough market research to understand the target market and the competition. This includes gathering data on demographic, geographic, psychographic, and behavioral factors that influence consumer behavior. With this information, businesses can tailor their products and services to better meet the needs of their customers.Next, businesses need to define their unique selling proposition (USP), which is what sets them apart from their competitors. This could be a combination of factors such as price, quality, customer service, or product features. Once the USP is identified, it can be incorporated into the brand messaging and used to differentiate the business and attract customers.Another important aspect of marketing strategy is to determine the best channels to reach the target market. This could include traditional advertising such as television, radio, and print, as well as digital marketing channels such as social media, email, andsearch engine optimization. By understanding the preferences and habits of the target market, businesses can allocate their marketing budget more effectively and reach potential customers where they are most likely to engage.In addition to reaching new customers, marketing strategies also focus on retaining and satisfying existing customers. This can be achieved through customer loyalty programs, excellent customer service, and ongoing communication to ensure customer satisfaction.Finally, it is important for businesses to continuously monitor and evaluate the effectiveness of their marketing strategies. This can be done through tracking key performance indicators such as customer acquisition cost, customer lifetime value, and return on investment. By analyzing this data, businesses can make informed decisions about where to allocate their marketing resources and make adjustments to their strategies as necessary.In conclusion, developing a strong marketing strategy is essential for any business looking to grow and succeed in a competitive market. By understanding the target market, differentiating the business from its competitors, and reaching and satisfying customers, businesses can position themselves for long-term success.。

电影营销策略外文文献翻译最新译文

电影营销策略外文文献翻译最新译文Movie marketing refers to the process of XXX and related products in a market that is XXX。

XXX market。

movie marketers need to carefully select their target audience。

create and transfer value。

and XXX involves planning。

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XXX with the consumer values and XXX。

the goal is to turn movies into consumer products that XXX of the industry.2 The Importance of Film MarketingFilm marketing is a critical component of the movie industry。

as it plays a key role in XXX advertising movies。

marketers can create buzz and generate interest among the target audience。

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in turn。

can lead to higher ticket sales。

increased revenue。

XXX。

film marketing can also help to build brand awareness。

XXX base。

XXX industry.3 Strategies for Successful Film MarketingXXX marketing。

it is XXX their n。

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engaging characters。

房地产营销策略中英文对照外文翻译文献

房地产营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)原文：Innovation Model of the Real Estate Marketing StrategyAbstract:With the rapid development of the real estate industry, real estate market is constant maturity, real estate marketing continues to move to a higher level, and real estate marketing innovation has become a key factor of the survival and sustainable development of enterprises. Through analyzing the development and the limitations of the traditional marketing theory, this paper proposes marketing strategy innovationfrom the customer satisfaction, differentiation, experience marketing, integrated marketing, relationship marketing, network marketing, and several other aspects. At last the paper builds innovation model of the real estate marketing strategy.Key words: the real estate, marketing strategy, traditional marketing, innovation model.1. INTRODUCTIONAt present the salient features of the real estate market can be summarized as two words: high and fast. On the one hand, the real estate market vacancy rate is high. As of the end of March 2006, area of vacant commodity housing reached 1.23 billion square meter, up 23.8%,if the average 4,000 yuan per square meter to calculate, its total assets is approximately 5000 billion yuan. The current vacancy rate of China's real estate market is far more than the international police line10%,reaches 20% even 30%.On the other hand, we have seen rapid increases in house prices. By the end of March 2006, the survey jointly issued by National Development and Reform Commission and the National Bureau of Statistics showed that, in February 2006,70 medium-sized cities nationwide housing sales price of a new year-on-year rise 6.2%, national housing prices maintained a steady growth, 70 medium-sized cities housing sales price rose over the same period last year 5.5%. The major reasons are: helped purchase investment, structural imbalance, and a serious lack of marketing concepts.2.TRADITIONAL REAL ESTATE MARKETING STRATEGY AND ITS DRAWBACKSThe peak of traditional marketing theory is founded in the United States in 1960 of the Michigan State University 4P theory, marketing is the effective combinations of four basic elements, that is, Product, Price, Place, Promotion. The theory assumes that as long as an enterprise have high-quality products, the development of a reasonable price, using the appropriate distribution channels and suitable promotional measures, corporate expected marketing objectives can be successfully achieved. The theory of "enterprise-centric" implemented the marketing from the inside out.Product as the core marketing strategy is the product as a source of competitive advantage, product development, product market share as the driving force of corporate profits, products asset-oriented, configure a variety of marketing resources, to achieve the most excellent product portfolio in limited resources, to enable enterprises to achieve maximum profit in order to obtain the sustainable developmentof enterprises. Its main drawbacks are: it is no guarantee that the product itself will certainly be able to meet the market demand, concerned about the process of product marketing, the indicators products of less than expected for the future, and Product portfolio management to make business performance evaluation results of one-sidedness (Bai 2006).In the face of harsh market conditions, real estate companies began to rethink their marketing, and gradually accepted theory 4C. 4C is the desire and needs of consumers (Consumer), the cost of consumer access satisfaction (Cost), the convenience of consumers to buy (Convenience), business and consumers effective communication (Communication). The real importance of 4C theory lies in the behavioral responses of consumers, through the two-way communication of businesses and consumers, the establishment of stable long-term relationship, to establish the competitive advantage of enterprises and brand in the market. 4C theory suggests that, in the marketing mix, product, pricing, marketing channels and other variables are likely to be imitated by competitors to or surpass, but only the value of corporate brand is hard to replace, and that is closely related to the degree of consumer recognition , so enterprises must fully arrange marketing mix strategy for the consumer's point. This theory emphased on consumer demand-oriented, full account of the cost of consumers willing to pay, care for the convenience of consumers, and communicate to consumers, so as to promote the combination between long-term interests of the community and the economic interests of businesses.In 20th century 90’s, the United States, Schulz put forward 4R theory, that is Related, Reflect, Relation, Reward, set forth the new marketing elements, including the establishment of linkages with customers, improving market reaction speed, attention to relationship marketing and marketing returns. This theory is oriented to competition, to focus on relationship marketing, to maintain the long-term cooperative relations between business and clients.Under the new situation, real estate sales face new challenges, and marketing strategy innovation is imperative. When consumers’ choose to living no longer stays in the emotional consumer, when the market demand shifts from emphasis on experience living life to the pursuit of high-quality conversion, real estate is on the access to “quality of the winning” time. This requires the implementation of total quality marketing in the whole process of real estate development and operation.From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, real estate businesses will invest time and energy to build to enable target customers find valuable “quality.”Commodities as a result of real estate properties and real estate companies in China based on different levels, the situation is different, marketing and business marketing are still in development, so at least one time, 4Ps, 4Cs, 4Rs will be used in different companies. 4Ps of marketing theory is a basic framework for marketing though thinking in standing enterprises terms. 4Cs marketing theory thinks standing in terms of customers, but they do not focus on the overall operation from the business perspective, but there is no focus from the core purpose of marketing to analyze the problem, 4Ps and 4Cs marketing are static description to key elements of the marketing process, not a dynamic process from the marketing core purpose. 4Rs is the result of two integrated refining, to meet the core of marketing, and is a dynamic process. But 4Rs is not as a substitute for 4Ps, 4Cs, but is innovation and development based on the 4Ps, 4Cs, so we can not be separated into three or even against. Only in this way enterprises can be in fierce competition in the real estate market.3. INNOV ATIVE MARKETING STRATEGY3.1 Differences in the Quality of PositioningThrough the survey analysis of the state of objective customers demand and expectations of the quality, the quality positioning of product is determined. On the quality of positioning, enterprises should not only focus on of the functional quality of products, but also the applicability of the quality of the product. In the increasingly prominent consumer personality today, enterprises must start from these two aspects of products innovation and personalized products in order to gain advantages in products. On the one hand, with the economic and technological developments, customer demand changes, customer puts forward new requirements for products, and enterprises must provide continuously innovative products for the customers to adapt to such changes. On the other hand, higher-level customers are no longer satisfied with mass produced products, they can reflect the personality of the more popular products. As a result of technology development, product personalization and production economies of scale are no longer mutually antagonistic contradictions. Enterprises can maintain a certain economy of scale, at the same time, to provide customers with individual products to meet their different needs, so that everycustomer can be satisfied with the feelings.3.2 Customer SatisfactionAs an enhancing tool to enterprise competitiveness, customer relationship management (CRM) has given rise to great concern to the real estate industry, and in some well-known real estate company has been applied.“Satisfactory” is a psychological term and refers to a person's positive state of mind. This state is due to that some outside stimulus make some sort of demand or expectations be met and the “desired” (that is, in line with the intention), in order to feel some kind of “Fiat” (that is, psychological pleasure). The premise of satisfied is this kind of outside stimulus, including the stimulation of physical, mental and a combination of both. Therefore, the master of marketing Philip Kotler defined customer satisfaction as: customer satisfaction refers to a person forms the formation of feeling state after comparing a product of the effect of perceived (or results) to his expectations, is the differences function between effect perceived and expectations. The features as followed: subjectivity, instability, the multilevel nature.Customer satisfaction can benefit to the enterprise through ongoing repeat purchase, recommendation of new clients. This is one of the reasons for many businesses to pursuit customer satisfaction. For real estate development enterprises, the significance of customer satisfaction is also reflected in these two areas. As shown in Figure 1, customer satisfaction from the purchase to satisfaction, from satisfaction to loyalty, and finally spread to their own friends and family, this process will result in high profit to real estate development companies. In order to increase customer satisfaction, enterprises should first collect information on customer needs, expectations and habits. These sources of information include: market analysis; through surveys to customers, meetings with customers as well as the concerns of specific customer groups and understand the customer's needs and the customer satisfaction information; not satisfied information from customers services failure report or customers complaining. Secondly, this information should be based on the development of real estate products; it can make use of QFD (Quality Function Deployment) to achieve. Third, we should come up with a solution according to complain and customers services failed report to improve the products and services (Yang 2006).3.3 Network MarketingThe 21st century is the century of network marketing. Real estate networkmarketing refers to a kind of marketing that enterprises make use of computer systems, networks online and interaction digital media to market research, product marketing and other business activities, so as to more effectively individuals and organizations contributed to the realization of transactions in order to achieve the objectives of corporate marketing (Xu 2007). With the advent of the age of electronic commerce, network marketing as a brand-new modern marketing idea will become real estate an irresistible trend.Network marketing has changed the traditional marketing of information “push” mode, and provides a “Pull” approach, consumers on the network can have a lot of initiative, you can decide when browsing, to which pages to visit, browse the contents of the information. In addition, if consumers are interested in real estate ads on the internet, you can click the relevant content, detail more information, real estate enterprises take advantage of this new type of marketing can get the following benefits: (1) Save the cost of marketing activities, (2) Consumers can participate in interactive marketing activities, (3)Use of multimedia functions to introduce a comprehensive real estate projects, (4) Network Marketing breakthroughs of the geographical boundaries of real estate marketing, (5) Provide 24-hour non-stop marketing services (Liu 2008).3.4 Integrated Marketing20th century 90’s, the United States, Professor D•E Schulz, who put forward Integrated Marketing, the basic idea can be summed up in two aspects: on the one hand, advertising, promotion, design, packaging and all communication activities are attributable to advertising campaigns within the framework; On the other hand so that the spread of a unified corporate advisory conveyed to consumers (Liu 2007). Its purpose is to use various means of communication to maximum effectiveness on different stages of marketing, and to establish long-term and maintain the relationship between businesses and consumers ultimately. For the implementation of the integrated marketing project, what consumers see and hear and what feel are exactly the same, the benefits of the project will be numerous different ways to communicate to consumers, consumer can be given a strong shock, so much repeated the same stimulation that the project has strengthened the impression the consumer, that will help increase consumer awareness of the project.Integrated marketing of real estate is formed based on the highly specialized division in the marketing aspect. It is under the guidance of the reunificationmarketing goal, a broad range of integrated marketing dynamic combination of systematic factors, the coordination of the various factors to adapt to the external marketing environment, for the different marketing tools at every stage of project development to play the best , unified, focused on the role, and ultimately establish a corporate image or brand groups, the overall strength and consistency, and to establisha long-term, two-way, to maintain the relationship.4. INNOV ATIVE MODEL OF REAL ESTATE MARKETING STRATEGY4.1 The Connotation of Innovative Model of Real Estate Marketing StrategyWith the development of the real estate industry, the customer has become a leader in the real estate market, real estate companies should shift customer perspective, customer satisfaction is the goal of marketing strategy. As a result of diversification of customer demand, the implementation of the difference between products and service is embodied the essence to achieve this goal. And integrated marketing and network marketing are means to achieve specific goals.Real estate marketing is full of innovation (Sui 2006). The so-called the whole real estate marketing refers to developers in the basis of full understanding and analysis of market demand, make the use of its available range of external and internal resources to optimize the combination, the conceptual design of the project and product positioning, planning and design, marketing plan promoting, property management and many other parts to this plan and co-ordinate the implementation and cost-effective process to make good.4.2 The Application of Innovative Model of Real Estate Marketing StrategyThe new situation setting new challenges to real estate sales, marketing strategy innovation is imperative. When consumers choose to live no longer staying in the emotional consumer, when the market demand shift from emphasis on living life experience to the pursuit of high-quality conversion, real estate access to "quality of the winning" Time. This requires the implementation of total quality marketing in the whole process of development and operation of real estate. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, and real estate businesses are willing to invest time and energy to build to enable target customers find valuable “quality”.Total quality marketing is based on customer needs as the guide, focus on improving the quality of products and services, through the whole process of marketing efforts to improve product quality, by driving quality performance toachieve the objectives of customer satisfaction, which is a new marketing idea.The implementation of the comprehensive quality marketing require marketers to pay attention to not only the quality of the whole process of marketing, to implement the quality management of the whole process of marketing (that is, marketing a comprehensive quality management); but also pay attention to the quality of their products, to participate in developing and controlling product quality standards, so that the quality of products can meet consumer demands. On the one hand, through the external marketing of quality control, we can improve customer perceptions of product quality, thereby enhancing customer satisfaction with the product; On the other hand, through internal marketing, we can promote the improvement of product quality.5. CONCLUSIONSAll in all, the starting point of the real estate marketing should be people-oriented and the integrity of the operation, which is an objective requirement of demand-oriented economy. Fundamentally speaking, no one marketing strategy is superior to another channel, therefore real estate developers in the marketing process should not rigidly adhere to a sales channel, but should be in accordance with their respective actual conditions, according to different market situation, consumers and policy, using a variety of marketing mix, giving full play to all kinds of marketing tactics advantages.Real estate marketing is a system, the key lies in its marketing resources in every link of the restructuring process, which requires marketing innovation in the project to do every step of the operation of quantitative, technical and standardization. Real estate marketing includes not only location, environment, room, price, brand, which also covers the design, packaging, and promoting the entire process. Only the professional marketing system by combining the local market characteristics and characteristics of the project itself and is the most effective marketing innovation. Therefore, we should do: (1) Profound insight into the market, (2) Market research innovation, (3) Qualitative and quantitative decision-making combination, (4) Specialized and systematic planning and the promotion of sales planning, (5) Effective implementation and control of sales.译文:房地产营销策略的创新模式摘要：随着房地产行业的快速发展，房地产市场的不断成熟，房地产市场继续移动到一个更高的水平，房地产营销创新已成为企业生存和可持续发展的关键因素。

化妆品企业营销策略研究外文文献翻译

外文文献翻译原文及译文文献出处:Kate Roy. The research of marketing strategy for cosmetics enterprise [J]. Total Quality Management & Business Excellence, 2017, 1(7):11-21.原文The research of marketing strategy for cosmetics enterpriseKate RoyAbstractCosmetics industry at present is still in the stage of development, in the future there will be a very big development space, would grow up to be immeasurable industrial chain. In recent years, the cosmetics industry's total sales growth faster than the total consumption growth rate is as high as 10%, this indicates that the development of the cosmetics industry has increasingly strong momentum. With the south Korean cosmetics technology, culture, quality, price advantage, but its not channels widely, brand influence is small, the understanding of the consumer psychology is not comprehensive, still faces barriers to trade and other brand competition, as people consumption level unceasing enhancement, the Korean wave chain reaction to the south Korean cosmetics companies in foreign countries has brought new opportunities of development, southKorean companies by market segment, attaches great importance to the brand construction, strengthening propaganda, perfect sales service system, develop new products to further expand the international market. Key words: Cosmetics, Marketing, Strategy1 Related theory1.1 Classical international trade theoryBorn in the middle of the 18th century classical international trade theory, it is developed by criticizing the mercantilism and from the Angle of labor productivity, to explain the causes of international trade, structure and profit distribution. The main founder of economics Adam Smith thinks that every country in the international division of labor should be the company, focus on their own advantage products, as for the disadvantages of the product, can exchange between different countries, so it can maximize the resource utilization of each country, greatly promote division of labor and exchange, so, every country also can obtain the biggest profit. British bourgeois classical political economics, one of the main representative Ricardo also pointed out that the foundation of international trade division of labor is not the absolute cost difference, when a certain country in all its products, its labor productivity in the comprehensive advantage or disadvantage, comprehensive as long as the varying degrees of positive or negative, then the country can through labor productivity difference smaller products to the international trade,and to obtain comparative advantage.1.2 The new classical trade theoryIn the late 19th century early 20th century, the new classical economics began to gradually form, at the same time, in its international trade under the framework of the new classical trade theory to follow. Mainly includes the theory of factor endowments and Lyon began a paradox. Theory of factor endowments is the basic idea of Swedish economist Larry Ellison, Heck Herschel proposed, comparative advantage differences its views put forward the necessary of two conditions. The core content of it, points out that when the technical level of the two countries is equal, produces the reason of the difference of comparative cost has two, one is the element abundance degree between the two countries are not identical. Second is a different density of the elements of production. The Leontief paradox though not formed systemic theory point of view, but its impact on the authority of the original theory of international division of labor and trade, let everybody to profound reflection of mainstream international trade, promote the creation of new international trade theory after World War II.1.3 The new trade theoryAfter the second world war, the new trade theory of the new situation of global trade as an opportunity arises at the historic moment, and the scale economy, technological progress, and imperfect competitionand so on many Angle to interpret the new trade phenomenon. Quite apart from the land, capital, labor, the new production factor theory gives the factors of production in addition to the more abundant connotation, it thinks that should also include natural resources, human capital, technology, research and development, management and information such as new production elements, and the perspective of the new elements to clarify the basis of international trade and trade patterns changed. Preferences similarity theory is that domestic demand determines the product export. Of demand preference similarity between the two countries decided to the bilateral trade flow and flow, the higher the similarity, the larger the trade. The key factors influencing the demand structure is the average income level. Dynamic trade theory from dynamic hierarchy is to the cause of the emergence and development of international trade. National competitive advantage theory summarized is in today's world economy and trade patterns, the rise and fall of a country or not lies in whether he has the competitive advantage in international markets, the so-called combined enterprise industry best.1.4 New classical trade theoryNew classical trade theory, which is based on a new framework of classical economics, think professional economic conflict with transaction costs dilemma the interaction of the result is the cause of the trade, this kind of new explanation, let trade theory core once again returnto the size of the division of labor caused by increasing return, is a kind of ecological trade theory and policy in the advantage of the unified model, is a unified model of international trade and domestic trade, able to integrate all kinds of trade theory, is the new development of trade theory.2 The enterprise internationalization theoryEnterprise internationalization, in simple terms, is refers to the production and business operation activities of an enterprise is not limited to a country, but facing the world economic stage of a kind of objective phenomenon and the development process. Its main purpose is through the international market, enterprises to combination of factors of production, product sales, in order to get maximum profit. In terms of a single enterprise, enterprise internationalization is refers to the enterprise internationalization of production internationalization, marketing and management internationalization. From the Angle of all enterprises, enterprise internationalization is refers to the enterprise with the internationalization and extension of internationalization. Detailed inclusion internationalization of enterprises is to show the enterprise through technology, talent, service and other non-material factors of production and implementation of enterprise internationalization. And the extension of enterprise internationalization is refers to the enterprise through the capital, equipment, workshop and other material factors of production and implementation of enterprise internationalization. Onlyfrom the perspective of the direction of business activity, the enterprise internationalization includes inward internationalization and outward internationalization two aspects. Inward internationalization refers to the enterprise through the direct or indirect imported productive or unproductive elements and implementation of enterprise internationalization, its main form has the following kinds: namely, import trade, 3 come to one filling, joint venture of the joint venture, buying technology patents, become a branch of a foreign company, a subsidiary of or etc. Different is extroverted internationalization is refers to the enterprise by direct or indirect export productive elements or unproductive and implementation of enterprise internationalization, its main form has the following several: export trade, foreign joint venture of the joint venture, technology transfer, and abroad to establish a subsidiary or branch of foreign contract, etc. To sum up, the enterprise in the international market as the goal, integrated optimization and make full use of the global production resources and management resources, actively into the international division of labor system, take the initiative to accept international competition, the domestic business to global business, and strive for the opportunity of survival and development in the global market, achieve the goal of growth by a regional enterprise, is the enterprise internationalization.3 South Korean cosmetics marketing strategies3.1 Product strategyProduct strategy generally refers to a company in developing their business strategy, first to clear is how the enterprise according to the need of consumers to provide corresponding to the meet products, also is the common sense of how to solve the problem of product strategy. In some ways, the product can meet the needs of consumers and enterprises to develop product strategy is correct is the key point of the development of the enterprise's success. South Korean cosmetics brand diversity, variety, a variety of products has its consumer groups. South Korean cosmetics in the face of consumers mainly women, the female consumer products mainly include: cosmetics, skin care products, hair products, prevent decay resistance decaying products, sunscreen, etc., children's cosmetics and male consumers use cosmetics are also part of the south Korean cosmetics is more and more attention, many Korean men are also very pay attention to their appearance, mask and facial cleanser, etc. Products also appeared more and more men.3.2 Packaging strategiesSouth Korean cosmetics attaches’great importance to appearance and packaging, there is no denying that good-looking appearance can attract more consumers, which can be reflected in many south Korean brand. Like Korean electronics, in appearance, logo, color, etc, are all part of THE south Korean people are very good at design, Ellie hut cake blushseries product appearance design looks like a small lovely cake, this novel lovely packaging let a person shine at THE moment, and like a candy color series of SKINFOOD nail polish, lovely colors make a lot of young girls have desire to buy, THE FACE Shop’s fruit mask series have on THE package that drool puddles of fresh fruit, consumers to see THE appearance of these pretty packaging interests multiplier.3.3 Pricing strategyPrice is an important part of enterprise marketing mix, enterprise overall marketing activities of a ring is pricing. Pricing strategy is to consider and pricing related content, among them, the price is not only the price itself, it is a system, also including the factory cost price, dealers' cost, as well as the retail price of the market, which also includes the company in terms of price discounts and other indicators, the elements of the price system. But the price is the factor to control in the marketing mix is very sensitive and difficult. It directly affects the market acceptance of the product, influence consumer purchases.3.4 Channel strategyMost part of south Korean cosmetics sales channel is brand stores accounted for about 29%, and then the direct sales (direct marketing refers to the employees recruited is responsible for the direct selling enterprises, let the employees in the location of the general business premises outside directly promote the enterprise products to consumers away of selling.), about 25%, the rest of the market share is retail supermarkets, sales network and TV shopping and so on various accounts for part of it. Thus the South Korean cosmetics sales channel stores accounted for a large proportion. In the international market, south Korean cosmetics is usually through formal channels are exported to foreign countries, then open a store or apply for stores in shopping malls counters, and others will choose through network channels to buy on behalf, even some consumers will go to South Korea tourism purchase and so on.3.5 Sales promotion strategyThe promotion strategy was one of the marketing mixes. Promotion strategy is usually refers to the enterprise how to promote by various means, such as the employee's direct marketing, advertising, public relations activities, or business promotion, etc., thus passed your product information to consumers, attract consumers' attention, arouse consumers to buy the idea and action, and to achieve the ultimate goal of the sales profit. The buckle is the most direct strategy. Cosmetics store general popularity or habitual choice to promote selling cosmetics as samples, use discount to attract customers into the store, choose familiar brands because price consciousness, guaranteed the quality of product, so that we can be clear at a glance to see cosmetics company is a fair quality goods price discount. But general cosmetics companies also choose products asa general discount, product sales, because sales high enough to attract consumers is not large, there was no way to through increased sales to make up for the money. Use advertising to publicity, with special technique to consumers leave deep impression, wins customers with image spokesperson of emotional tendency. Consumers buy more time for daily chemical product by sense and sensibility to choose judgment. Ads can rely on the magazine and other public channel, the most direct to TV propaganda, through television, can enlarge the popularity of stores, attract consumers to consumption.译文化妆品企业营销策略研究Kate Roy摘要化妆品产业目前还处于基础的发展阶段，在未来会有很大的发展空间，会成长为不可估量的产业链。

什么是营销策略-外文翻译

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

营销策略外文翻译

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

4P营销策略和营销渠道外文文献翻译2014年译文3000多字

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4P营销策略和营销渠道外文文献翻译2014年译文3000多字

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

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

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

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

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

这种传达和交流是组织内市场营销功能的职责。

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

营销作用包括相辅相成的两方面。

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

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

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

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

营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。

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

一个可实行的销售方针的发展取决于几个关键维度。

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

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

销售方针也许受组织文化的也影响，并且那得假定这发生。

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

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

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

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

当开发销售方针时必须考虑的第二个因素是市场领航者。

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

例如，处理信息和数据增长的容量的需求导致了信息技术在许多产业的普遍使用。

同样，为增加工作机会的大学教育也导致了为赢利的高等教育机关的扩散。

影响销售策略的因素然而，销售驱动所在并不是塑造你的市场战略的唯一外力。

竞争的本质在市场上对于销售的成功与否也是非常重要的。

实际上但凡商务都存在竞争。

当买计算机时，一个必须在Mac和PC之间作选择。

在市场上的多数软饮料都是由提供相似产品的二家公司的之一制造的。

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

这些企业中的每一个有它自己的市场位置并且努力通过销售保留它的市场份额。

一部分的销售策略能很好的决定自己在竞争中多么与众不同。

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

例如，有些组织总能在第一时间出现在创新或新产品的市场上。

其他擅长在应用创新并适应它市场(如低价，特色)的需要。

另外，有影响组织在市场上竞争获胜能力的各种各样的战略窗口。

一个战略窗口是在市场的需要和组织的能力的之间优选的一个限制时间段。

例如，当计算机存储技术继续演变，人们存放数据和信息的方式也随之而变。

打孔卡和磁带给5.25英寸和3.5英寸盘让了路。

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

使用打孔卡在很多人的观念中是和使用算盘一样过时的。

一旦战略窗口开始关闭，这是组织寻找另一个机会的最佳典型。

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

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

低成本战略低成本战略的目标是获取更大的市场份额。

这是通过提供比竞争对手更低的价格更优质的产品或服务来实现的。

这个战略的期望是组织将通过增加销售量赢得的可观的投资反馈。

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

例如，餐馆通过降低酒的价格来实现更多的销售量以弥补高价位时的销售盈利。

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

产品差别化竞争策略的第二种普通方法是产品差别化。

价格的因素存在。

然而，如果小心地处理，分化战略可以非常成功。

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

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

适当位置营销竞争策略的另一种普通方法是适当位置营销。

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

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

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

小生境市场战略表明它可能改善服务市场的段而不是整个市场。

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

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

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

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

然而提供相似的产品或服务的不同组织不一定具有相同机会。

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

影响产业和在他们之内的竞争的因素影响在产业和其内部竞争的有几大因素。

政府规则能极大影响到产业的利益。

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

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

例如，几年前这由二个出租汽车代办处营销口号得以证明。

“我们是第一!”惊叹的赫兹。

“我们将会更加努力的去尝试!”被再整合的Avis的呐喊。

顾客，同样，能影响竞争在产业之内的本质。

如果产业变得更大，它将对提供同一项产品或服务的新加入者变得更有吸引力。

同时竞争将倾向于随之增加。

同样，新的组织不仅能进入产业，而且他们也能带来能改变产业本质的新产品。

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

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

这给顾客对更高规格、更紧的最后期限和低成本的产品要求更大的谈判空间。

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

一些力图满足那些要求的组织将具备竞争优势。

然而，供应商能也有影响组织或产业的竞争性的讨价还价的能力。

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

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