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Marketing Strategy营销战略

Virtual Learning Resource Centre Marketing strategy and planningOverviewIntroductionStage one: Defining strategic marketing objectivesStage two: Determining strategic focusStage three: Defining customer targetsStage four: Competitor analysisStage five: Differential advantageStage six: Marketing mixStage seven: ImplementationStage eight: Monitoring market performanceIntroductionThe terms marketing strategy and strategic market planning are often used interchangeably, which sometimes leads to confusion. We will use the term marketing strategy to mean the overall strategy of an organisation in relation to a particular market. In this learning guide we will explore the process of analysis and decision making which organisations go through as they define and implement their approach to that market. Marketing plans will form part of this process, in particular when it comes to implementation.Key aspects of the process are that it is cyclical, ie subject to constant review and reiteration; that it is dynamic, subject to changes in the environment (including customers and competition); and that it should be shared within the organisation, rather than being the sole preserve of the marketing department, if it is to be wholeheartedly adopted and implemented by the whole organisation.Two interrelated trends in marketing approaches have changed the emphasis of marketing strategy in recent years. These are relationship marketing and customer economics. The increased use of sophisticated database information in marketing has helped further the adoption of these two approaches and indeed both require such information in order to be successfully implemented. If you are specifically interested in relationship marketing, there is a further learning guide specifically on this topic.This overview will introduce a framework for the steps to be followed in a comprehensive marketing strategy process, the information and analysis required at each stage and the decisions to be taken at each stage. There are of course other possible frameworks and approaches which would be equally acceptable, provided all the key steps are included. What is crucial is to see each stage, and the whole process, as dynamic and iterative.Fig.1 : Components of marketing strategySource: Doyle, P. et al. Japanese Marketing Strategies in the UK: A Comparative study, Journal of International Business Studies Vol. 17(1) Spring 1986. Reprinted with permission from Butterworth Heinemann.Back to the topStage one: Defining strategic marketing objectivesThese will to a large extent be determined by corporate strategy, and will answer such questions as: which markets should we compete in? what should be our targets, in terms of market share and profitability, in these markets?The answer to the first question will be determined by the inherent attractiveness of the market and our ability to compete in it. A market may be attractive for a number of reasons: because there are high profits to be made in it; because it is growing; because it fits in well with or fills a gap in our existing portfolio. It is useful at this stage to carry out some structured analysis using a framework such as Michael Porter's Five Forces of Competition (see Fig. 2. below) or SWOT analysis.Fig. 2. Porter's "Five Forces of Competition" analysis© Porter, M.E. (1980) "Competitive Strategy" New York, The Free Press. Reprinted with permissionIt is crucial, however, to ask not just whether the market is inherently attractive, but whether it matches our capability profile: in other words, do we have particular strengths which will give us an advantage in the market? A good marketing strategy may be determined as much by those markets we choose not to enter as by those we do.Targets will be expressed in terms of market share or profitability, or possibly both. For example, in an early stage of the stage in the market life cycle, an organisation mayconcentrate on building share at the expense of profitability, or at a later stage may be content for share to remain static whilst profits are high.Back to the top Stage two: Determining strategic focusHaving decided which markets to compete in, the question of how to compete can be addressed. Should the focus be on growing the overall size of the market, or on taking a bigger share of an existing market (penetration)? In order to do this, should we be concentrating on getting existing customers to use more of our product, or on finding new customers or even new segments? Or can we only increase share by taking customers from our competitors?The answers to these questions will depend largely on what stage has been reached in the life cycle of the market for this product. This in turn will determine whether the market is fairly homogeneous or divided into segments or sub-segments. The more mature the market, the more fragmented it tends to be.Fig. 3.© Arnold, David (1992) The Handbook of Brand Management, Century Business. Reprinted with permission from FT Management.The product market life cycleTotal sales in a particular product market will tend to follow the curve shown in Fig. 3 aboveover a period of time. That period of time may span a hundred years or more (as would be the case for, say, washing powder or banking services) or it may be much shorter, in the case of technological innovations such as the cassette recorder or fashion-related items such as particular types of clothes or music. Each stage in the so called product market life cycle has different characteristics in terms of customers, competition, and company priorities.1.The introductory phaseCustomers: Unfamiliar with or unaware of product category. Those who do buy likely to be more experimentalist by nature. Sales lowCompetition: Likely to be lowCompany priorities: Encourage trial. Work with customers on productdevelopment to improve aspects such as packaging or documentation, or toeliminate "teething troubles"2.The growth phaseCustomers: Growing in numbers. Segments begin to appear. May be less price sensitive as category benefits more widely knownCompetition: Growing as new entrants appear.Company priorities: Build share by concentrating on distribution, creating alliances where appropriate to do this3.Early maturityCustomers: Segmentation is now more distinct and customer loyalty established as repeat purchases take placeCompetition: Intense as players attempt to secure their shareCompany priorities: Differentiate to attract and retain customers in specific target segmentste maturityCustomers: Knowledgeable, may demand low prices and high service levelsCompetition: Intense due to lack of market growth and difficulty of further differentiation. May be price basedCompany priorities: Attempt to lengthen life cycle by innovation, re-inventing product category before decline stage5.DeclineCustomers: Late adopters, eg first time buyers of microwaves or VCRsCompetition: May come more from substitute products or services than direct competition, eg plastic instead of steel components; on line services instead oflibraries or hard copy journalsCompany priorities: Re-define market whilst milking profits in early part of decline stage.Back to the top Stage three: Defining customer targetsThe first step in defining customer targets will be to understand the structure of the market interms of what segments exist and what alternative ways of segmenting the market might be possible. It is important to remember in this context that segmentation is a characteristic of the market, not something which marketeers impose upon it. In seeking to gain a better understanding of different customers' perception of value, marketeers may see certain customers with similar characteristics and perceptions as belonging together as a distinct segment, but unless those similarities actually exist, the segmentation and the target will be meaningless. Customers within one segment should be similar to each other in ways which are important for how, when, what and why they buy, and different from customers in other segments. Organisation's which find new ways of segmenting a market may also find new ways of differentiating their offering in response to a particular segment's perception of value, and will therefore gain an advantage over their competitors.Once we have a clear view of market structure, we need to decide which segment or segments to target. Certain elements will tend to make a segment attractive:size.growth.profitability.fit with company strengths.relative weakness of competition.The issue of customer economics, or choosing the right customer portfolio, is vital. Organisation's can waste large amounts of resources pursuing customers who are not sufficiently profitable, or are unattractive in other ways. This is even more important given the recent emphasis on building customer relationships. This is usually an expensive and time consuming business, so organisation's need to be sure that they are building relationships with the right customers. It is not usually possible or desirable to build relationships with all customers.As part of this stage, it will be decided whether to target only one segment, or several segments at once. Clearly this decision will be influenced by such factors as:available resources.danger of brand contamination.opportunity for economies of scale in manufacturing, marketing or distribution.Back to the top Stage four: Competitor analysisIn practice, it is clear that the analysis of competitors and the selection of customer targets will go hand in hand, since the one will exert a strong influence on the other. The decisions to be taken at this stage will relate to competitive positioning and competitive strategy. Competitor analysis is a big topic and has an important role to play at the level of corporatestrategy as well as in the marketing strategy process. If you want to look more specifically and in greater depth at competitor analysis, there is a separate learning guide on this topic. In the context of developing a marketing strategy, there are particular areas of competitor analysis to be considered. The specific questions which competitor analysis must answer at this market specific level are:what does the customer buy when he does not buy my product?what is his perception of these alternatives and how does it compare with his perception of my product?what do I know or what can I infer about my competitors' strategies in relation to their products?In answering the first question, it may help to consider at what level does the competition pose a threat in this market? There are a number of different possible levels of competition:budget level. The customer is choosing between spending his/her budget in two completely different ways, to meet completely different needs. To use an examplefrom the regional newspaper industry: does the customer buy the local paper or abar of chocolate?generic competition. The competitive product delivers the same benefit but in a different way: instead of buying the local paper, the customer listens to local radio.product category competition. Here the customer may choose between different product categories within the same industry: the customer buys a national dailynewspaper instead of the local one, or reads the free local paper delivered throughhis door, instead going out and buying one.brand competition. This is the most direct form of competition: does the customer buy one local title or the other?Organisation's will often be aware of direct brand competition, but less knowledgeable about the encroaching threat of competition at a lower level. The level at which the competitive threat is the strongest will obviously have serious implications for the organisation's strategic priorities.The second question relates more to the positioning of competitive products in the mind of the customer. The use of perceptual maps may help. Perceptual maps use the results of market research to map consumers' perceptions of competing brands in relation to attributes they consider important in determining value.They are a useful tool in determining strategies, because marketeers can see the major threats to their brand as well as the different directions in which they could move. Perceptual maps are discussed in more detail in David Arnold's book, The Handbook of Brand Management (1992) Century Business, pp.84 ff.The third question requires some thinking around the role of the particular competitive product in the competitor's portfolio as a whole. Portfolio management tools such as the Boston Consulting Group Matrix or the Directional Policy Matrix will probably be useful here. They are described briefly below.Fig. 4. The product portfolio matrixSource: Perspectives, No. 66, “The product portfolio.” Reprinted by permission from The Boston Consulting Group Inc. Boston MC. © copyright 1970The BCG product portfolio matrix classifies products according to two measures, market growth and relative market share. According to their position on the matrix, products are known as problem children (or question marks), stars, cash cows or dogs.Organisation's will tend to have a number of problem children at once, products at an early stage of the life cycle, having low market share in a fast growing market. They require a great deal of investment and support, but only some of them will survive to become mature products which can contribute to the organisation's overall revenues.Once products have succeeded in growing their market share, and whilst the market itself is still in its growth phase, they are known as stars. These products still require substantial investment to sustain their high market share position, but they are at the same time generating positive cash flows themselves.As the market moves into maturity and growth slows down, products with high market share are classified as cash cows, able to generate cash whilst requiring less support than before. These cash flows can therefore be used to support other products in the other categories. Finally, products with low market share in a low growth market are known as dogs. They may still generate some cash, but as the market moves into decline, it will not be worth it for organisation's to invest money or effort in them. Instead they are advised to cut back investment as much as possible (harvesting) or, if possible, to move out of the market (divestment).Clearly, the BCG matrix can be used by an organisation to analyse its own or its competitors' products. Both will be useful for the purpose of competitive positioning.The Directional Policy Matrix is also a two dimensional model but incorporates a number of different elements into each dimension. It is therefore more complex and also more subjective than the BCG model. (see Fig.5) It can be used to plot brands, products, geographical areas or market segments and helps managers to think through their strategy for each element in the company's portfolio (or to make assumptions about their competitors' likely strategy). The size of each circle drawn on the matrix may represent size of turnover or, if known, profit margin. Fig. 5. The directional policy matrix© Adapted from Abell, Derek F. & Hammond, John S. (1979) Strategic Market Planning:Problems and Analytical Approaches, p213. Reprinted with permission of Prentice Hall Inc.The two axes of this matrix are market attractiveness and relative strength versus the competition. Clearly, an organisation will aim to have as many products as possible in the top left hand corner, ie in a strong competitive position in an attractive market. It will almost certainly have other products in the middle of the matrix (in an attractive market but in a relatively weak competitive position) and even in the right hand corner (a weak product in an unattractive market).Looking at the portfolio in this way will help with deciding priorities and allocating resources. For example, how much will it cost to keep a product in the top right position? What other products may threaten it? If a product is in the top middle square, what resources or tactical moves would it take to shift it over to the right? And for the product in the bottom left - should it be harvested? or is it possible to shift it?Back to the topStage five: Differential advantageDifferential advantage, or competitive advantage, describes the ways in which one organisation's offering is different from and better than another's. This gives the company an advantage over its competition. Differential advantage may come from a variety of sources: superior position, superior skills or superior resources.Superior positioneg lower costs (perhaps due to location); incumbent position (eg distribution network); relationshipsSuperior skillseg specialised knowledge, technical expertise, organisational skills such as flexibilitySuperior resourceseg financial resources, geographical coverage, exclusive ingredients, experienced peopleWhatever the source of differential advantage, it must offer real value to the customer in that it meets his/her needs in a distinctive way, and is in some way better than the competition. It is the meeting point of the three C's of customer, competition and company resources. Differential advantage is at the heart of a marketing strategy and should be based on all of the preceding analysis. It can then be translated into a practical marketing plan covering the four P's of the marketing mix.Back to the top Stage six: Marketing mixThe "marketing mix" refers to the various elements of a company's offering in the market place: the product or service itself, including its packaging; the price, including any discounts or payment terms; the place, or distribution method; and the promotional mix by which the offering is communicated to the market place.Fig. 6.In addition to the traditional "four Ps" (Borden, The Concept of the Marketing Mix, Journal of Advertising Research, Vol. 4, June 1964), subsequent writers have talked about the need to include physical evidence, process and people, particularly where service products are concerned. For example, if buying an intangible financial services product such as a mortgage, the building society's offices, the ease and speed with which an application can be made, and the way in which the society's staff deal with their customers will all influence the customer's perception of the offering.The marketing plan can be produced at this stage, and will include a definition of the target market segment(s), the source of differential advantage, and a list of actions under each of the marketing mix headings, with timings, budget and responsibilities allocated.The marketing mix approach simply says that all the messages the customer receives must be consistent with each other and help to communicate the differential advantage (sometimes called the value proposition). Some have argued that the concept is outdated, relying too much on the marketing department to implement it, and needs to be replaced by a more company wide approach. It is certainly true that consistency and an integrated approach are vital in implementing marketing strategy.Back to the topStage seven: ImplementationThe implementation of marketing strategy demands good communication between the marketing function and the other parts of the organisation. The McKinsey "Seven S" model (Peters, T. & Waterman, R. (1982) "In Search of Excellence" New York, HarperCollins) may be used as a checklist to ensure that all the elements involved in implementing the strategy are consistent with each other and with the strategy itself. The "seven S's" are:Strategy itself - supported bySkills- what distinctive core tasks (functional or organisational) is the company good at performing?Shared values - what is the culture of the company? What behaviour or achievements are rewarded?Style- what is the management style? How do things get done round here?Staff - what are the people like? What is their educational or business background? What is likely to motivate them? How is their morale?Systems- what formal systems are in place that may help (or hinder) implementation? (these could be reward systems, monitoring systems, customer service systems?) What about the informal systems?Structure- what structures are in place that may help (or hinder) implementation? Is there a flat management structure? Are there (for example) project management teams, or is the organisation structured along purely functional lines?Back to the top Stage eight: Monitoring market performanceIdeally a marketing plan should also include performance targets in terms of sales and contribution, customer satisfaction, or any other measures deemed appropriate. There is a trend towards the use of non-financial measures in monitoring company performance. (Kaplan, R. S. & Norton, D.P. (1996) The Balanced Scorecard, Harvard Business School Press). The information needed for such measurements is often difficult to obtain, but as feedback mechanisms showing whether or not a strategy is being successfully implemented, they may be more useful than traditional quantitative measures. the learning guide on performance management has more information about the balanced scorecard approach.Back to the topLast modified: 02/10/2006。

营销策略(Marketing Strategy)

营销策略(Marketing Strategy)引言营销策略在企业发展中起到至关重要的作用。

一个有效的营销策略能够帮助企业实现市场份额的增长、品牌认知度的提升以及销售额的增加。

本文将介绍我们公司制定的营销策略，旨在帮助我们实现业务目标并获得可持续的竞争优势。

目标市场在制定营销策略之前，我们需要明确我们的目标市场。

我们的产品主要面向年轻而有活力的用户群体，他们更关注个性化、创新和品质。

通过准确定义目标市场，我们可以更好地了解他们的需求和偏好，以便针对性地制定营销活动。

品牌定位品牌定位是塑造品牌形象和传达核心价值的关键。

在制定营销策略时，我们必须清楚地界定我们的品牌定位。

通过明确我们的品牌使命、价值主张和竞争优势，我们可以更好地与目标市场进行沟通，并建立起长期而稳定的品牌认知度。

渠道选择渠道选择是将产品和目标客户联系起来的重要环节。

我们将通过多种渠道来传播我们的产品和品牌，包括线上和线下渠道。

线上渠道包括社交媒体、电子商务平台和网站推广等，而线下渠道则包括实体店铺、展会和合作伙伴等。

通过合理选择渠道并综合运用它们，我们能够更好地覆盖目标市场，并与潜在客户进行有效的互动和沟通。

产品定价在制定产品定价策略时，我们需要综合考虑多个因素，包括市场需求、竞争对手定价和成本等。

我们将采取差异化定价策略，根据产品的独特性和价值为不同的客户群体设定相应的价格。

同时，我们也将提供一些促销活动和优惠，以吸引客户并增加销售额。

市场推广市场推广是营销策略中不可或缺的一环。

我们将采取多种市场推广手段，包括广告、公关、内容营销和口碑营销等。

通过精确定位受众群体、创造有吸引力的广告内容以及积极借助社交媒体和公众平台进行宣传，我们将提高品牌知名度并吸引更多的目标客户。

销售与服务销售与服务是营销策略的最终目的。

我们将建立高效的销售团队，专注于了解客户需求、提供个性化的解决方案以及建立良好的客户关系。

同时，我们也将持续提供优质的售后服务，以增加客户的忠诚度并促进重复购买。

目标市场营销名词解释

目标市场营销名词解释目标市场营销是指在市场营销战略中，针对特定的细分市场，将资源和努力集中在实现目标市场的需求和满意度上的一种策略。

目标市场是指企业通过市场细分得出的最有可能购买其产品或服务的消费者群体。

目标市场营销的核心理念是通过找到并满足目标市场的需求，从而提高市场份额和盈利能力。

以下是一些与目标市场营销相关的重要名词解释：1. 市场细分（Market Segmentation）：将整个市场分割成相对独立的、具有相似需求和特征的小区块，以便更好地了解和满足各个细分市场的需求。

2. 目标市场（Target Market）：基于市场细分的结果，选择最有可能购买产品或服务的消费者群体作为目标市场。

目标市场应具有可度量性、可到达性、可高度投入和有盈利潜力等特征。

3. 市场定位（Market Positioning）：确定产品或品牌在目标市场中的差异化和竞争优势，以便在竞争激烈的市场中脱颖而出。

4. 价值主张（Value Proposition）：将产品或服务的独特价值和优势传达给目标市场，使其认识到购买该产品或服务的价值。

5. 市场需求（Market Demand）：目标市场对特定产品或服务的总体需求。

了解市场需求有助于企业确定目标市场的规模和潜在机会。

6. 市场细分变量（Segmentation Variables）：用于将市场细分的各项统计指标，包括人口统计数据（如年龄、性别、收入）和行为数据（如购买行为、偏好）等。

7. 营销策略（Marketing Strategy）：基于目标市场的需求和竞争环境，制定出达到目标市场的目标和方式的计划。

8. 市场定位图（Positioning Map）：将竞争对手及其产品在某一或多个关键属性上绘制出来的图，用于分析目标市场中产品的位置和差异化机会。

9. 市场份额（Market Share）：企业在目标市场中所占的销售额或市场份额的比例。

较高的市场份额意味着更大的市场影响力和竞争优势。

营销专业名词

以下是一些营销专业常用的名词：
1. 市场调研(Market Research)：通过定量和定性的研究手段，了解市场需求、产品特点、竞争环境等信息。

2. 定位(Positioning)：根据产品特点和目标客户群体，确定产品在市场上的位置和差异化竞争策略。

3. 4P （Product, Price, Place, Promotion）：指产品、价格、渠道和促销策略四个要素，是传统营销理论中的核心概念。

4. 品牌管理(Brand Management)：对品牌进行策划、设计、推广和维护，提高品牌知名度和影响力。

5. CRM (Customer Relationship Management)：通过建立客户数据库、分析客户需求和行为等手段，实现与客户的沟通和管理，提高客户忠诚度和满意度。

6. 电子商务(E-commerce)：通过互联网平台进行交易和营销活动，包括网上商城、搜索引擎优化、社交媒体营销等。

7. 数据分析(Data Analysis)：通过收集和分析大量数据，了解消费者
行为和市场趋势，制定营销策略和决策。

8. 营销策略(Marketing Strategy)：根据市场状况和企业目标，制定推广、促销和市场开发等策略，提高产品和品牌的市场份额。

9. 营销通路(Marketing Channel)：通过经销商、代理商、零售商等渠道，将产品或服务推向消费者，并保持商品流通和销售。

10. 社交媒体营销(Social Media Marketing)：通过社交平台如微信、微博、抖音等，进行品牌宣传、内容推广和用户互动的营销方式。

剑桥商务英语-营销策略marketingstrategy

营销策略 Marketing StrategyPART ONEQuestions 1—8· Look at the statements below and the five extracts about advertising and promotion from an article.· Which extract (A, B, C, D orE. does each statement (1—8) refer to?· For each statement (1—8), make one letter (A, B, C, D orE. on your Answer Sheet.· You will need to use some of these letters more than once.A. SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large.B. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next. Building a brand with many meanings can sometimes fail spectacularly. Everyone creating popular culture is trying to solve this question.C. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm's products.D. Marketers should also be aware of the competition that they will face when pursuing a position at a media company. Typically, marketers must have a plethora of solid experience and a vast understanding of the media industry and the specific changes impacting the industry they are looking to work in.E. Convergence has significantly blurred the lines between print, internet, television and radio. Messaging that used to be tailored for one outlet will now have to be adjusted for a wider audience. Further, the accessibility of the internet has created a very diverse and global customer base.1、 Marketers should already be familiar with how to communicate their messages across a variety of mediums.2、 Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied.3、 In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development.4、 In the United States alone 9 out of 10 people carry a mobile device according to research done by MobiThinking.5、 So marketers should build their awareness of different cultures and respective sensitivities.6、 Specifically we have something to learn from Hollywood, which I believe may serve us as a kind of laboratory.7、 At present, SMS marketing is considered to be one of the more direct and personal forms of marketing.8、 So marketers have something to learn from non marketers.PART TWOQuestions 9—14· Read the text about the Yao's career development in the U. S.· Choose the best sentence to fill each of the gaps.· For each gap (9—14), mark one letter (A-H) on your Answer Sheet.· Do not use any letter more than once.A. Let's start off by reviewing the formal definitions of eachB. All of these elements must not only work independently but they also must work together towards the bigger goal.C. Advertising only equals one piece of the pie in the strategyD. While both components are important they are very differentE. Advertising is the largest expense of most marketing plansF. Advertising can be defined as a way to publicize the information consumers needG. After reading both of the definitions it is easy to understand how the difference can be confusing to the pointH. We can come a conclusion that all the elements are important for advertisers to noteMarketing vs. Advertising: What's the Difference?You will often find that many people confuse marketing with advertising or vice versa. 9 Knowing the difference and doing your market research can put your company on the path to substantial growth.10and then I'll go into the explanation of how marketing and advertising differ from one another:Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.11 that people think of them as one-in-the same, so lets break it downa bit.Advertising is a single component of the marketing process. It's the part that involves get ting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategie s such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. 12 with public relations following in a close second and market research not falling far behind..The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. 1314Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.PART THREEQuestions 15—20· Read the following article on the reasons why customers don't buy from you.· For each question (15—20) mark one letter (A, B, C orD. on your Answer Sheetfor the answer you choose.Are you spending time marketing your product, but still not selling as much as you would like? The truth is consumers have needs and steps that they go through and that persuades them to buy. If your marketing is not meetingthose requirements it is probably the reasons your product is not selling. As consumers we are not just persuaded by the "price" of a product, we are moved by the benefits of the product and what it can do for us; that's our reason for purchasing. If you are finding that you are having difficulty in selling your product you may want to consider the following reasons why consumers don't buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers. They are not aware of your product.Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don't know about your product it may be time to evaluate why it's not working. Are you targeting the right market with your message? Is your message reaching those that would have an interest in your product? It's important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using. They don't understand the benefits of your product. Consumers don't buy products solely based on price. Now, this does not mean that they don't factor in price, they do. Consumers buy based on the benefits your product brings them. If you asked your customers what the benefits of your product are, would they know? This is important. Your marketing must be centered on the benefits for your product in order for consumers to take an interest in purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They don't feel your product has perceived value. Consumers will not buy products that they perceive as having no value. Why should customers value your product? You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message. They don't see how your product meets their needs. We've talked about benefits and perceived value, now let's talk about needs. Do consumers know how your product meets their needs? Does it make their life easier, save them time, and make them feel better? What need does you r product satisfy? You have to tell consumers that, don't make them guess or come up with the answer on their own, tell them and help educate them on why they need your product.15、 Which is not one of the main reasons that the consumers do not buy your products?A. The consumers don't find the way to know your product.B. The practicability of the product is not obvious.C. The product of other marketer has a more favorable price.D. Consumers don't buy anything which they think is of no value.16、 What do we learn about from the first paragraph?A. The consumers don't want to buy from you because you applied inappropriate ways in marketing the product.B. It is the benefits of the product that attract the customers to pay for it.C. A marketer should learn to summarize the reasons from the failure marketing.D. Meeting the customers' requirements appears to be of most importance in marketing techniques.17、 What does the author mean by saying "create a perceived value in your marketing message" ?A. It means that you should create a seductive message about the product to attract the consumers' attention.B. It refers to the benefits and requirements that consumers want from the product.C. It advises the marketers to use the benefits of your product to advertise.D. It is the only way that the customers can see how your product meets their needs.18、 Which is the essential concern that a customer buy a product?A. The customer really need it.B. It has a perceived value.C. It has a favorable price.D. The benefit of it sounds good.19、 A success product marketing is determined by ______.A. where the consumers get them.B. the way the consumers get them.C. the sales volume in the different sales locations.D. the awareness of your product.20、 To convert consumers into your customers, you shouldA. improve your marketing tools and strategies.B. learn about the needs and requirements of the consumers.C. pay more attention to the product itself, not the marketing.D. take more into consideration rather than simply marketing.PART FOURQuestions 21—30· Read the article below about the five W's of marketing.· Choose the correct word to fill each gap from A, B, C or D.· For each question (21—30), mark one letter (A, B, C orD. on your Answer Sheet. The Five W's of MarketingYou've heard of the Five W's: who, what, when, where, and why. They're the elements of information needed to get the full story, whether it's a journalist 21a scandal, a detective investigating a crime, or a customer service representative trying to resolve a 22There's even an old PR formula that uses the Five W's as a template for how to write a news release.Most of the time it doesn't matter in what order the 23 is gathered, as long as all five W's are ultimately 24The customer service rep's story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still 25 The Five W's are helpful in marketing planning as well. But unlike in other 26 the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind 27 preserving your company's precious time and 28 Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That's what gets them into 29 To 30 their marketing efforts, think why, who, what, where, and when. The order makes all the difference.21、 A. reporting B. uncovering C. exposing D. unmasking22、 A. problem B. dispute C. complaint D. issue23、 A. information B. statistics C. intelligence D. data24、 A. introduced B. proposed C. addressed D. raised25、 A. sketchy B. rough C. curt D. unshaped26、 A. fields B. occupations C. industries D. professions27、 A. alleys B. paths C. valleys D. tunnels28、 A. money B. efforts C. resources D. vigor29、 A. dilemma B. trouble C. puzzle D. uncertainty30、 A. improve B. perfect C. advance D. optimize PART FIVEQuestions 31—40· Read the article below about being different in your marketing.· For each question 31—40, write one word in CAPITAL LETTERS on your Answer Sheet.Dare to Be Different In Your MarketingDo you want to attract the attention of 31potential clients and customer? Then it's time to dare to be different. Over the last five years our marketing departments have become complacent. 32 than come up 33 new concepts, ideas, and marketing plans, we only revisit someone else's idea, 34a few things and call it our own. Do you want to create buzz 35 your products and services? Would you like people to take a look at 36 it is that you have to offer over your competitor? If you answered yes to 37 of these questions then this year I dare you to be different. Develop new ideas, actually spend time brainstorming to firm up your own company's marketing message. Stop looking at what everyone else is doing. Quit comparing your creative ideas with others. It's 38we learn that adopting the tactics and strategies of another company is just simply not 39 It's still important to do your re search regarding your competitors. However, it's more important to listen to the needs of prospects and current clients. When did it become ok to quit paying attention to our markets? We want a quick fix, a fast campaign, an instaneous idea. Daring to be 40doesn't have to be difficult, often enough it's as simple as getting back to the basics. PART SIXQuestions 41—52· Read the text below from a report about brand management.· In most lines (41—52), there is one extra word. It either is grammatically incorrect or does not fit in with the sense of the text. Some lines, however, are correct.· If a line is correct, write CORRECT on your Answer Sheet.· If there is an extra word in the line, write the extra word in CAPITAL LETTERS on your Answer Sheet.41、 Believe it or not, your company is already being facing just that type of situation. Oh, you may not42、 have realized it, and if that's the case you probably haven't been responding as you should do.43、 The challenge you're facing, like the one above all, is complicated. It, too, has long term44、 implications. It's also expensive, and it's public—very public. Worse, if you're mishandling things, you're already damaging the health of your company. What is it? It's your branding program.45、 Don't roll up your eyes. Think about it. Companies often mismanage their brands by neglect,46、 and doing so harms their top lines, their bottom lines, and their prospects for long-term47、 success. Just because someone else hasn't dropped a bombshell on you i na breathless phone48、 call doesn't make it any less true. Like the subtle movement of the hands of a clock going, brand neglect happens slowly, almost imperceptibly, which makes it even more sinister.49、 What makes it so nonsensical is that your brand is the ultimate asset—or they should be. Your50、 brand, unlike a building, inventory, or furniture, fixtures, and equipment, needs never depreciate.51、 Quite on the contrary—brands can increase in value indefinitely as long as they're well-managed.52、 Consulting firm Interbrand estimates the market value of Coca-Cola ( KO)—not means the secret formula, not the factories, not the trucks, but the brand alone—to be more than $ 70 billion. The McDonald's (MCD. brand is worth more than $ 33 billion. Disney (DIS), $ 28 billion.答案:PART ONE1、D2、C3、C4、A5、E6、B7、A8、B PART TWO9、 10、11、 12、 13、14、PART THREE15、C 16、C 17、D 18、A 19、D 20、DPART FOUR21、B 22、C 23、A 24、C 25、A 26、D 27、A 28、C 29、B 30、DPART FIVE31、MORE 32、RATHER 33、WITH 34、CHANGE 35、ABOUT 36、WHAT 37、EITHER 38、TIME 39、ENOUGH 40、DIFFERENT PART SIX41、BEING 42、DO 43、ALL 44、CORRECT 45、UP 46、CORRECT 47、ELSE 48、GOING 49、THEY 50、CORRECT 51、ON 52、MEANS。

[精选]营销战略文献综述资料

营销战略（marketing strategy）文献综述Stanley F. Slater等研究了环境影响评估的战略和业务单位在市场营销的创造力和执行效用方面的相对重要的作用，研究人员来调查这些条件，能提供关于管理和指导以便优化配置资源。

Rajan Varadarajan等[2]对现存的市场营销的环境中能使用Internet的吉姆公司的第一个十年进行研究，并猜测将来的互动营销市场的范围，研究销售和市场教育机制。

Kyriakos Kyriakopoulos等[3]认为一个公司的市场定位应该结合开发战略和市场开发，通过提供一个聚焦在客户目标的有效理论，来促进市场信息流动之间的战略进程，并集成一个动态连接能力市场。

Florence Crespin-Mazet等[4]研究了建筑业中的合作开发的营销战略，努力找出在何种条件下的项目合作开发被认为是一个可行的营销战略和具有竞争力的营销战略。

Kwaku Atuahene-Gima等[5]扩展了在新产品营销策略和基于新的冒险技术之间的关系研究，发现额外的工业关系和市场的活力能够加强新产品的营销战略在市场中的表现。

Eleri R. Rosier等[6]发明和测试了一种概念模型，是关于关键执行者和营销经理在程序上的合理的洞察力所带来的结果。

结果表明如果中层营销经理信任他们的高级营销职员和他们的合理操作，那就会有更有效的销售策略。

Henrikki Tikkanen等[7]研究了基本规划公司的的多商业关系和多规划的营销战略的实现。

Denise Jarratt等[8]描述了营销战略是如何随着新的竞争和组织环境的改变而演化的，解释了市场活动在公司面临营销战略时的作用和战略发展的途径。

Yvonne Brodrechtova[9]说明影响出口市场营销战略的因素不单单是西方发达国家，还有欧洲的过渡国家。

研究结果显示一般最基本和相关资源以及国内正规机构受出口营销战略营销最大。

Sandra Mottner等[10]研究经济和文化博物馆存放策略，认为这些策略能够测量非盈利性的营销策略的成败。

四级高频词汇系列之strategy的用法解析

四级高频词汇系列之strategy的用法解析strategy是四级高频词汇之一，它有着广泛的应用范围。

在本文中，我们将对strategy的用法进行详细解析，帮助读者更好地理解和运用这一词汇。

一、strategy的定义和基本含义首先，让我们来了解一下strategy的基本定义。

根据牛津英语词典的解释，strategy是指“为达到某一目标而采取的组织、指导和控制活动的计划”。

换句话说，strategy是一种设定目标并制定计划以实现目标的方法或策略。

二、商业领域中strategy的应用strategy在商业领域中应用广泛，特别是在市场营销和运营管理等方面。

下面是几个常见的商业领域中strategy的示例：1. 市场营销策略（Marketing Strategy）：企业在推广和销售产品或服务时，为了吸引和保留客户，通常会制定市场营销策略。

这包括定位目标市场、选择适当的市场营销工具以及制定价格策略等。

2. 品牌战略（Brand Strategy）：建立和维护一个强大的品牌对于企业的发展至关重要。

品牌战略涉及到如何定义品牌形象、品牌故事和品牌传播策略等方面。

3. 渠道战略（Channel Strategy）：在销售产品或服务时，选择适当的渠道对于企业的成功非常重要。

渠道战略包括选择合适的分销渠道、建立合作伙伴关系以及管理渠道冲突等。

三、战略管理中strategy的运用除了商业领域，strategy在战略管理中也扮演着重要的角色。

战略管理是一种将企业的长期目标和计划与资源分配和行动方案相结合的管理方法。

以下是战略管理中strategy的一些常见应用：1. 企业战略（Corporate Strategy）：企业战略是指企业如何定位自己在特定市场中，以及如何分配资源来实现其长期目标。

企业战略通常包括业务扩张、并购战略和多元化战略等。

2. 竞争战略（Competitive Strategy）：竞争战略是企业在竞争激烈的市场中如何获胜的计划。

营销策略(Marketing stragegy)文

3.營銷學文獻資源簡介
3.1營銷學資料類型

一次資料Primary data
——研究者自行收集

二次資料Secondary data

外部資料——公開資料: 圖書館内部資料——組織為其内部目的而收集
常用二次外部資料舉例
Publications On the WWW Databases General search engines Books, periodicals, newspapers Dissertation Abstracts & Indexes Government agencies and reports Markets Census data Government sources Annual reports Syndicated commercial information

Printed resources

Robert Balay, Guide to reference books, Chicago ; London : American Library Association, 1996. Call Number: Z 1035.1 Gui 1996 Robert E. Stevens, The marketing research guide, New York : Best Business Books, 2006. Call Number: HF 5415.2 Mar 2005 James Woy (Editor), Encyclopedia of Business Information Sources, Farmington Hills, MI : Gale Group, 2005. Call Number: HF 5353 Enc 2005 Sheri R. Lanza, International business information on the web, Medford, N.J. : Cyber Age Books, 2001. Call Number: HF 54.56 Lan 2001

营销组合策略

（四）促销策略为有效地渗透到美国汽车市场，为有效地渗透到美国汽车市场，促销策略的核心是集中全力直接对目标市场做大量广告，全力直接对目标市场做大量广告，抓住还没有其他外国汽车制造商在电视上做广告的机会，制造商在电视上做广告的机会，垄断小轿车电视广告的播映在电视广告外，还要辅以印刷品广告。而且，权。在电视广告外，还要辅以印刷品广告。而且，广告内容要由专家精心设计，绝不粗制滥造。要由专家精心设计，绝不粗制滥造。为避免日美贸易矛盾的尖锐化，广告设计大力宣传交通工具在美国的重要，尖锐化，广告设计大力宣传交通工具在美国的重要，宣扬丰田花冠车是“具有美国精神的进口汽车” 田花冠车是“具有美国精神的进口汽车”。丰田公司这一时期的广告支出大大超过竞争者的水平， 1969年广告费用支期的广告支出大大超过竞争者的水平，仅1969年广告费用支出就达1 万美元。强大精心的宣传与广告攻势，出就达1 850 万美元。强大精心的宣传与广告攻势，突出了丰田的良好功能和给消费者带来的利益。丰田的良好功能和给消费者带来的利益。日本“丰田”在汽车市场上取得了令人瞩目的成功。日本“丰田”在汽车市场上取得了令人瞩目的成功。年进入美国市场，很快就受到了消费者的欢迎。 1965 年进入美国市场，很快就受到了消费者的欢迎。而以后年间市场份额也是稳定增大，的20 年间市场份额也是稳定增大，到1975 年，超过主要竞争对手原西德大众公司，在美国小轿车进口商中占据首位；争对手原西德大众公司，在美国小轿车进口商中占据首位；年代初，年产量超过30 万辆， 80 年代初，年产量超过30 万辆，成为世界第二位汽车制造在美国的市场销量高达50 万辆，商；1985 年，在美国的市场销量高达50 万辆，控制美国轿车市场的11.5%. 车市场的11.5%.

marketing用语

marketing用语以下是一些常见的 Marketing 用语：1. Marketing strategy：营销策略2. Marketing plan：营销计划3. Branding：品牌推广4. Product placement：产品放置5. Sales promotion：促销活动6. Advertising：广告7. Direct marketing：直接营销8. Digital marketing：数字营销9. Social media marketing：社交媒体营销10. Search engine optimization (SEO)：搜索引擎优化11. Pay-per-click (PPC) advertising：点击付费广告12. Email marketing：电子邮件营销13. Online marketing：在线营销14. Mobile marketing：移动营销15. Content marketing：内容营销16. Inbound marketing：集客营销17. Outbound marketing：外延式营销18. Cold calling：冷电话推销19. Lead generation：潜在客户生成20. Sales funnel：销售漏斗21. Conversion rate optimization (CRO)：转化率优化22. Landing page optimization：着陆页优化23. Key performance indicators (KPIs)：关键绩效指标24. Customer relationship management (CRM)：客户关系管理25. Market research：市场研究26. Segmentation：市场细分27. Target audience：目标受众28. Positioning statement：定位声明29. Pricing strategy：定价策略30. Distribution channels：分销渠道31. Point of sale (POS)：销售点32. Call to action (CTA)：行动呼吁33. Lead magnets：吸引潜在客户的诱饵34. Email newsletters：电子邮件通讯35. White papers：白皮书好的，以下是更多的 Marketing 用语：36. Case studies：案例研究37. Blogs：博客38. Podcasts：播客39. Webinars：网络研讨会40. Infographics：信息图表41. E-books：电子书42. Whitepapers：白皮书43. Data sheets：数据表44. Product demos：产品演示45. Free trials：免费试用46. Customer testimonials：客户推荐信47. Press releases：新闻稿48. Banner ads：横幅广告49. Radio ads：广播广告50. TV ads：电视广告51. Print ads：平面广告52. Outdoor ads：户外广告53. Point-of-purchase (POP) displays：购买点展示54. Product packaging：产品包装55. Branding collateral：品牌推广资料56. Sales collateral：销售推广资料57. Marketing collateral：营销推广资料58. Event marketing：活动营销59. Conferences：会议60. Fairs and exhibitions：展览会和博览会61. Roadshows：路演62. Webcasts：网络直播63. Corporate events：企业活动64. Product launches：产品发布会65. Reputation management：声誉管理66. Customer relations management (CRM)：客户关系管理67. Brand loyalty：品牌忠诚度68. Market share：市场份额69. Pricing strategies：定价策略70. Sales objectives：销售目标以上是一些常见的 Marketing 用语。

《MarketingStrategy(市场营销策略)课件》

产品和定价策略
产品开发
通过创新、研发和改进，提供满足市场需求的产品。
定价策略
根据产品的特点、成本和竞争情况，制定合理的定价策略。
推广和宣传策略
1
目标受众
确定产品目标受众，了解其需求和媒体偏好。
2
推广渠道
选择合适的媒体渠道，在目标受众中传播产品信息。
3
创意宣传
设计有吸引力和创新性的广告宣传，吸引目标受众的注意。
竞争分析
评估竞争对手的产品、定价和市场份额，发现自身的优势和劣势。
差异化策略
通过产品特色、品牌形象和市场创新，与竞争对手区分开来。
市场细分和定位策略
1 市场细分
将整个市场按照特定的标准和需求分成不同的细分市场，以便更好地满足目标客户的需求。
2 定位策略
确定在特定细分市场中，以什么形象和差异化策略来定位自己的产品。队，提高销售技巧和产品知识。
渠道选择
选择适合产品定位和分销策略的销售渠道。
供应链管理
建立高效的供应链体系，确保产品顺利分销和交付。
市场营销策略概述
市场营销策略是指企业根据市场环境和目标客户需求，制定的提高销售和市场份额的计划和行动方案。
市场分析和目标定位
1 市场分析
深入了解目标市场的需求、竞争情况和趋势，为制定目标定位提供依据。
2 目标定位
确定目标市场的特征、需求和购买动机，以便精准定位产品和服务。
竞争分析和差异化策略

星巴克的营销策略

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(1)公司使命。 1990年，公司主管和50多名各部门员工代表，花了三个月时间，就星巴克的理念和价值观进行评论和评估，并拟出“使命宣言”。星巴克的目的是透过全体职员的智慧，将公司的任务凝聚咸简单扼要的纲领，作为未来决策的指南。在六条纲领中，我们可以看出，星巴克把员工放在第一位，利润放在最后。这实际上是星巴克品牌的精髓，是其立命之本。星巴克使命宣言，建立星巴克为极品咖啡的翘楚，成长的同时绝不放弃过去的坚持。以下六条纲领将协助我们衡量各项决策的正当性：
营销策略(marketing strategy)
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2)品牌定位
星巴克这个名字来自于麦尔维尔小说《白鲸记》，本身就暗含着品牌定位和目标顾客群的定位。星巴克文化属于美国大众文化的一部分，是美国大众文化中的精英文化。麦尔维尔的读者虽然不多，但都是受过良好教育、有较高文化品位的人士，星巴克的顾客定位就是有一定社会地位、较高收入、有一定生活情调的人群。星巴克追求顾客的质量，是特定人群对于星巴克咖啡的忠诚度。
营销策略(marketing strategy)
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3)投资策略和合作模式
(1)直营 (2)合作
营销策略(marketing strategy)
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(1)直营坚持“直营”路线是星巴克的一大经营战略。星巴克几乎所有的店面都是直营店。由总部进行直接管理，统一领导，目的是为了控制品质标准。舒尔茨把特许加盟商视为中间人，当做介于总部和客人之间直接交流的障碍。虽然特许经营有许多利益可图，比如来自加盟者的直接收益，资源共享的利益，快速增长的动力，抢占新市场的机会，但是星巴克的直营保证了咖啡的全球统一高质量，每家店都由总部统筹管理和训练员工，虽然初期投入的资本较大，但是职员的专业素养高，便于咖啡教育的推广，并建立了同业中最专业的形象。星巴克进军海外市场大部分选择与当地合作伙伴共同经营。但同样也恪守直营的戒律，由星巴克直接管理，保证每家海外商店都是百分之百的美国星巴克血统，这种经营方式虽然使星巴克的利润减少了，但是却让星巴克夺取外国市场更为容易。

市场营销战略

市场营销战略（Marketing Strategy）市场营销战略市场营销战略是企业市场营销部门根据战略规划，在综合考虑外部市场机会及内部资源状况等因素的基础上，确定目标市场，选择相应的市场营销策略组合，并予以有效实施和控制的过程。

市场营销总战略包括：产品策略、价格策略、营销渠道策略、促销策略等。

市场营销战略计划的制定是一个相互作用的过程；是一个创造和反复的过程。

现代企业营销战略的内容[1]现代企业营销战略一般包括战略思想、战略目标、战略行动、战略重点、战略阶段等。

营销战略思想是指导企业制定与实施战略的观念和思维方式，是指导企业进行战略决策的行动准则。

它应符合社会主义制度与市场经济对企业经营思想的要求，树立系统优化观念、资源的有限性观念、改革观念和着眼于未来观念。

企业战略目标是企业营销战略和经营策略的基础，是关系企业发展方向的问题。

战略行动则以战略目标为准则，选择适当的战略重点、战略阶段和战略模式。

而战略重点是指事关战略目标能否实现的重大而又薄弱的项目和部门，是决定战略目标实现的关键因素。

由于战略具有长期的相对稳定性，战略目标的实现需要经过若干个阶段，而每一个阶段又有其特定的战略任务，通过完成各个阶段的战略任务才能最终实现其总目标。

市场营销战略的迫切性和必要性[1]市场营销战略作为一种重要战略，其主旨是提高企业营销资源的利用效率,使企业资源的利用效率最大化。

由于营销在企业经营中的突出战略地位，使其连同产品战略组合在一起，被称为企业的基本经营战略，对于保证企业总体战略的实施起着关键作用,尤其是对处于竞争激烈的企业，制定营销战略更显得非常迫切和必要。

市场营销战略，包括两个主要内容；一是选定目标市场；二是制订市场营销组合策略，以满足目标市场的需要。

根据购买对象的不同，将顾客划分为若干种类，以某一类或几类顾客为目标，集中力量满足其需要，这种作法，叫做确定目标市场，这是市场营销首先应当确定的战略决策。

目标市场确定以后，就应当针对这一目标市场，制定出各项市场经营策略,以争取这些顾客。

广告公司中常用英语词汇

广告公司中常用英语词汇欢迎光临广告公司！在这里，我们使用许多常见的英语词汇来帮助我们有效地传达信息并与客户合作。

以下是一些常用的英语词汇，这些词汇在广告公司的日常工作中经常出现：1. 品牌（Brand）：指公司、产品或服务的独特身份和形象。

2. 宣传（Promotion）：通过广告活动向公众传达产品或服务的信息，以提高销售。

3. 营销（Marketing）：通过市场研究和定位来推广和销售产品或服务。

4. 客户（Client）：我们公司的合作伙伴，他们需求我们提供广告服务。

5. 目标受众（Target audience）：希望将产品或服务推向的特定群体或人群。

6. 市场策略（Marketing strategy）：为实现营销目标而制定的计划和方法。

7. 创意（Creatives）：指广告中使用的文案、设计和图像等创意元素。

8. 媒体（Media）：广告可以在其中播放的渠道，例如电视、收音机、杂志和互联网。

9. 市场调研（Market research）：通过收集和分析数据来了解受众需求和市场动态。

10. 排期（Scheduling）：根据合适的时间表，将广告在媒体上播放。

11. 营销活动（Marketing campaign）：为达到特定目标而设计的一系列广告和宣传活动。

12. 品牌认知度（Brand awareness）：受众对某个品牌的知晓度和熟悉程度。

13. ROI（Return on Investment）：投资回报率，通过计算广告投资与获得的收益来评估广告活动的效果。

14. 移动广告（Mobile advertising）：广告通过移动设备（如智能手机和平板电脑）传播。

15. 社交媒体（Social media）：通过社交平台（如Facebook、Instagram和Twitter）来传播广告信息。

这些词汇在广告公司中非常常见，我们将用它们来解释和讨论广告项目，与客户沟通并制定有效的营销策略。

4r营销组合策略

4r营销组合策略
营销组合策略（Marketing Mix Strategy）是指企业根据自身的
市场定位与竞争环境，合理地配置和调整产品、价格、渠道和促销等要素，以实现预期市场目标的一系列战术决策。

1. 产品策略：在制定产品策略时，企业应根据目标市场需求和竞争对手情况，确定产品的定位、特点和差异化优势。

除此之外，企业还应不断创新，并提供高品质的产品，以满足消费者的需求。

2. 价格策略：企业在制定价格策略时，应充分考虑产品成本、竞争情况、市场需求和消费者购买能力等因素，以确定合理的价格水平。

此外，企业还可以采取差异化定价、折扣促销和套餐销售等策略，以提高产品的市场竞争力。

3. 渠道策略：渠道策略主要是确定产品销售和分发的渠道选择、渠道成员管理和渠道关系的建立与维护。

企业在制定渠道策略时，应根据产品的特性和市场需求，选择合适的销售渠道，如直销、代理商分销或零售商渠道等。

4. 促销策略：促销策略是指通过广告、销售促销、公关活动和促销推广等手段，吸引消费者购买产品或服务。

企业可以利用市场调研和消费者行为分析，制定个性化的促销策略，如折扣促销、赠品促销和会员积分等，以提高产品的市场占有率和销售额。

综上所述，企业在制定营销组合策略时应综合考虑产品、价格、
渠道和促销等要素，以实现预期的市场目标。

通过正确地配置和调整这些要素，企业可以提高产品的竞争力、迅速占领市场份额，并实现可持续发展。

企业的营销策略英语作文

企业的营销策略英语作文Marketing strategy is essential for any business to succeed in the competitive market. It involves a series of activities and tactics that a company uses to promote and sell its products or services to the target audience. Inthis essay, we will discuss the different aspects of a marketing strategy that a company can utilize to achieveits business objectives.First and foremost, a company needs to conduct thorough market research to understand the needs and preferences of its target customers. This includes analyzing the demographics, psychographics, and behavior patterns of the potential customers. By gaining insights into the target market, a company can tailor its products or services to meet the specific needs of the customers, thus increasing the chances of success in the market.Once the market research is completed, the next step isto develop a unique selling proposition (USP) for the products or services. A USP is what sets a company apart from its competitors and gives it a competitive advantage.It could be a unique feature, a lower price, better quality,or exceptional customer service. The USP should be communicated effectively to the target audience through various marketing channels such as advertising, public relations, and social media.In addition to a strong USP, a company should also establish clear marketing objectives that are specific, measurable, achievable, relevant, and time-bound (SMART). These objectives could be related to increasing sales, brand awareness, customer retention, or market share. By setting SMART objectives, a company can track its progress and make necessary adjustments to its marketing strategy to achieve the desired results.Moreover, a company needs to identify the most effective marketing channels to reach its target audience. This could include traditional channels such as print, television, and radio, as well as digital channels such as social media, email marketing, and search engine optimization. Each channel has its own strengths and weaknesses, and a company should allocate its resources to the most effective channels based on its target audience and marketing objectives.Furthermore, a company should develop a comprehensive marketing mix that includes the 4 Ps - product, price, place, and promotion. The product should be designed and packaged in a way that appeals to the target audience, and the price should be competitive and aligned with the value provided by the product. The place refers to thedistribution channels through which the product reaches the customers, and the promotion involves the communication of the product's benefits and USP to the target audience.In today's digital age, a strong online presence is crucial for the success of a company's marketing strategy. This includes having a user-friendly and mobile-responsive website, engaging in social media marketing, and utilizing search engine optimization to increase the visibility of the company's products or services online. A company should also leverage content marketing to provide valuable and relevant information to its target audience, thus building trust and credibility.In conclusion, a well-planned and executed marketing strategy is vital for the success of a business. By conducting thorough market research, developing a uniqueselling proposition, setting SMART objectives, identifying effective marketing channels, and leveraging the marketing mix, a company can effectively promote its products or services to the target audience and achieve its business objectives.企业的营销策略对于企业在竞争激烈的市场中取得成功至关重要。

什么是市场营销战略（Whatismarketingstrategy）

什么是市场营销战略（What is marketing strategy）Abstract: in recent years, with the deepening of China's reform and opening up, foreign exchanges gradually increase, Chinese enterprises go out of the country, cross sea warfare is no longer called news. Chinese enterprises learn to swim in swimming, learn to fight in the battle, from the initial repeatedly beaten to the same stage confrontation, the middle experience of a not too long, but pay a high price process. We should thank the multinationals who brought the advanced business theory to China. It is from them that we absorb the nutrients, and therefore strengthen ourselves and develop our own competitive power.This paper discusses how to make strategy in the process of enterprise management, and analyzes the importance of strategy from the angle of research, marketing, brand and enterprise assets.Key words: strategic marketing; brand investigationFirst, what is strategy?Strategy is to determine the long-term development goals of enterprises, and points out the strategies and ways to achieve long-term goals. The strategic objectives must be consistent with the purpose and mission of the enterprise. Strategy is an idea, a way of thinking, an analytical tool, and a long-term and holistic planning.Two. What is marketing?Marketing refers to the overall marketing activities of enterprises to provide goods or services to meet the needs of consumers or users.Three. What is the marketing strategy?Marketing strategy is the enterprise marketing department according to the strategic plan, considering the internal and external market opportunities resources and other factors, determine the target market, select the appropriate combination of marketing strategy, process and effective implementation and control.Strategic goals based on the transformation to the market in the process must pay attention to "customer demand, market opportunity analysis, advantage analysis, the disadvantage of reflection, market competition factors, the possible problems of prediction, team training and improvement of comprehensive factors, determined the growth type and the defense, torsion and comprehensive marketing strategy as the guiding direction and guidelines will be transformed to market strategy.Four, the characteristics of marketing strategyThe purpose is to create customers, acquire and maintain customers; how to effectively overcome the competition in an invincible position to consider from a long-term point of view; focus on market research, collect and analyze large amounts of information, the only way to market changes in the environment and make the right decision very uncertain situation; actively promote innovation. The degree and effect of proportional;decision making in change, the decision makers should have a strong ability to have, like entrepreneurs insight, recognition and decision making.Five, the conditions and environmental factors of marketing strategyMarketing objectives should include: the amount of the target, such as sales, profits, and market share etc.; quality goals, such as improving corporate image and reputation, won the customer; other goals, such as market development, new product development, sales, sales of existing products. Management idea, policy, enterprise strategy, marketing target and so on are the preconditions of enterprise system marketing strategy, and must be adapted or obeyed. Generally, the marketing objectives may not be decided yet, but in the process of marketing strategy formulation, the marketing objectives must be determined first. When determining a goal, the relationship with the overall strategy must be taken into account to make the goal fit the purpose of the enterprise, as well as in the enterprise concept, and to the market and the customer's posture.The paper analyzes the macro environment, market, industry and enterprise status in order to grasp the market opportunity accurately and dynamically.Macro environment: the environment that surrounds the enterprise and the market, including politics, law, society, culture, economy, technology, etc.. Enterprises must carry out research, collect information, and analyze them scientifically.Environmental change is both a threat and an opportunity for the enterprise.Micro environment: refers to the new direction and new integration requirements of enterprise operation and enterprise growth needs. Using the past achievements and other information to understand the company's situation, and sorting out its advantages and disadvantages. Strategy is actually a plan for companies to win, so,When making a strategy, the enterprise must give full play to the advantages of the company and try to avoid its disadvantages.Six, the formulation and implementation process of marketing strategyMarketing strategy formulation and implementation process: market segmentation - selected target market - marketing mix - implementation plan - organization implementation - Testing and evaluation.1) market segmentation. The market is not a single, homogeneous with the needs of customers, but the diversity and heterogeneity of the group, so the market segmentation can discover new market opportunities, but also can better meet the market demand; can more fully exert the advantages, but also provide conditions for enterprises to select the target market, to lay the foundation.2) selection of target market. Choosing the target marketdetermines the market to which the enterprise will enter, answer the question of whom the customer is, and whom the product appeals to. First, enterprises must have a clear target market; two, for a product must have a clear appeal, there is a clear consumer groups; three is to seize the main contradiction, highlighting the focus.3) marketing mix. Once a clear target market, we must consider how to enter the market and satisfy the market demand, it is the organic combination of product, price, channel and promotion strategy, but not the simple addition of several strategies.4) enterprises must consider the following points when conducting marketing mix:I want to understand their use of the marketing mix through the investigation of outstanding domestic enterprises.It is unique and outstanding differences in the company's competitive advantage and give full play to the advantage of the company.* the marketing mix is the enterprise can control, enterprises can control the combination of factors to control the entire marketing mix.* the marketing mix is a system engineering, composed of a multilayer system.This marketing combination factors must be coordinated,according to different products for different prices, different channels, adopt different means of promotion.* the marketing mix is not static, but dynamic.Whether the enterprises provide products are the products required by the market, whether it can meet the needs of consumers, consumers to solve the problems to be solved, providing consumers hope to obtain benefits, this is the product key. Only consumers satisfied, consumers will accept your product.Seven, the basic strategy of marketing can be summed up as follows:1. innovation strategy1) concept innovation. First of all, we should correctly understand and understand the value of knowledge. Under the condition of market economy, knowledge itself is both commodity and value. Secondly, we should have a strong sense of innovation, and consciously improve the ability to innovate. Thirdly, it is necessary to realize that innovation is the most fundamental and effective means to improve the marketing competitiveness of enterprises. Finally, marketing innovation is not an individual behavior of an individual, but an organized whole activity involving all employees of an enterprise.2) organizational innovation. Organizational innovation includes the organization form, management system, organization setting, rules and regulations and so on. It isthe guarantee of marketing innovation strategy. Organization structure unreasonable, bloated, meticulous division of labor, management level, more personnel than work available, each other too much is not conducive to innovation.3) technological innovation. With the rapid progress of science and technology, a large number of new technologies emerge, and the technical life cycle is shortened. Technological innovation has been called the core of manufacturing enterprises. Have adequate technical reserves to meet customer demand under the premise still need to improve, market segmentation and belongs to the technical field of their own enterprise technical barriers, effectively protect thelong-term development of enterprises, and guide the consumer demand, continue to meet the new needs of customers.4) product innovation. Under the drive of technological innovation, the market life of new products is also becoming shorter and shorter. Therefore, it is necessary to make full use of advanced technology to continuously introduce new products to meet customer needs.5) market innovation. Find new consumer needs and find the best target market. To observe the difference of consumer demand, based on the scientific market segmentation, find out the innovation point from the difference of consumer demand.2. talent strategy1) the new concept. Firmly set up the thought of talent standard, have talent, can make a fortune.Founder group, Peking University, is an excellent example. Founder assets increased 7000 times in the past 10 years. Wang Xuan, founder of Fangzheng group, said, "what they rely on is the solution to the relationship between" talent "and" wealth ".2) the concept of lifelong learning. For enterprises, we should set up the idea of all staff training.3. cultural strategyCorporate culture includes enterprise management concept, enterprise spirit, value concept, code of conduct, moral norms, corporate image, as well as the sense of responsibility and honor of all employees to the enterprise. It is not only an important means to improve the cohesion of the enterprise, at the same time, it in the spirit of enterprise as the core, members of the corporate thinking and behavior guidance to enterprise development goals set up, it also formed through the corporate values, norms, ethics, social psychological approach to text or members of the enterprise thought and behavior influence and control. Values are the cornerstone of corporate culture. The success of many enterprises is due to the fact that all employees are able to accept and implement the values of the organization.4. image strategyDavid Ogilvy said: "advertising is a long-term investment in brand impression". In the era of knowledge economy, advertisinghas entered the "impression" era, enterprises with all kinds of advertising and promotion, and constantly improve the corporate reputation, the creation of brand-name products, so that consumers according to the enterprise's "reputation" and "impression" to buy products.Eight. Determine the flow of marketing strategyFirst of all, market analysis, analysis of the current consumer characteristics of the market. And then market segmentation, according to your consumer demand segment market. After market segmentation, market positioning, and then select the marketing mix.Nine, summaryStrategy and strategy are different. Strategy should be at the top of the enterprise, which indicates the direction of the development of an enterprise, and strategy is the means and impetus to realize this direction. The development of China 30 years of reform and opening up, a lot of practice theory, a lot of theoretical verification, it is proved that the theory is suitable for many China enterprises, in the development process, we pay the high tuition fees, many enterprises and make us more aware of, make the correct marketing strategy is is very important for enterprises.Like Google, companies like NOKIA, they can understand the customers or consumers are thinking, they understand the market demand, they can feel the needs of the market, they can guide the customer or consumer demand. This helps them to develop theright strategy and maintain a fast and steady growth through the implementation of the right strategy. We see that these companies are also rapidly promoting their brand building.We see behind the success of brand enterprises, they are good at focusing, they are more professional, more clearly understand what is their business focus, they in the implementation of the strategic approach to their target customers, and communication methods are highly focused. This sentence can probably explain the reason why this model, "the sun also wear a reheat brick, but as long as a small laser beam can penetrate the entire plate", this is the power of strategic focus. So, what a successful brand implies is what we discussed and introduced. Only these things are linked together, perfect combination, a good brand can stand firmly in front of consumers, and more powerful and robust.Professor Michael Porter said in the "competitive strategy" in the book, the success of the marketing strategy is nothing more than three kinds: one is the lowest cost leading strategy, namely the enterprise is committed to achieve the cost of production and sale; two is the differentiation strategy, namely the enterprise is committed to creating a significantly different product lines and marketing plan, so that it is possible to become the market leader in the industry; three is the focus strategy, namely the enterprise will concentrate in several market segments of the service, rather than the pursuit of all the market.How to choose and confirm these strategies in the light of their own situation and marketing environment is essentially astrategic positioning problem.The positioning of marketing strategy is to solve the long-term, overall and directional problems of enterprises, and it is particularly important in the enterprise management.References (abbreviated)。

营销战略(marketing_strategy)文献综述

营销战略（marketing strategy）文献综述Stanley F. Slater等[1]研究了环境影响评估的战略和业务单位在市场营销的创造力和执行效用方面的相对重要的作用，研究人员来调查这些条件，能提供关于管理和指导以便优化配置资源。

Rajan Varadarajan等[2]对现存的市场营销的环境中能使用Internet的吉姆公司的第一个十年进行研究，并猜测将来的互动营销市场的围，研究销售和市场教育机制。

Eleri R. Rosier等[6]发明和测试了一种概念模型，是关于关键执行者和营销经理在程序上的合理的洞察力所带来的结果。

结果表明如果中层营销经理信任他们的高级营销职员和他们的合理操作，那就会有更有效的销售策略。

Henrikki Tikkanen等[7]研究了基本规划公司的的多商业关系和多规划的营销战略的实现。

Denise Jarratt等[8]描述了营销战略是如何随着新的竞争和组织环境的改变而演化的，解释了市场活动在公司面临营销战略时的作用和战略发展的途径。

Yvonne Brodrechtova[9]说明影响出口市场营销战略的因素不单单是西方发达国家，还有欧洲的过渡国家。

研究结果显示一般最基本和相关资源以及国正规机构受出口营销战略营销最大。

Sandra Mottner等[10]研究经济和文化博物馆存放策略，认为这些策略能够测量非盈利性的营销策略的成败。

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。

第5章如何实施STP营销战略

第5章如何实施STP营销战略实施STP营销战略(STP Marketing Strategy)是一种基于市场细分、目标市场选择和定位的营销策略。

STP是指将市场划分为不同的细分市场(segmentation)、选择适合的目标市场(targeting)并确定营销定位(positioning)来满足不同细分市场的需求。

在实施STP营销战略时，以下是一些重要步骤和要点。

1. 市场细分(Market Segmentation)市场细分是将整个市场划分为若干个特定的细分市场。

在进行市场细分时，可以根据不同的特征和需求将目标消费者分为不同的群体。

常见的细分市场包括年龄、性别、收入水平、地理位置等。

在细分市场时，需要确保每个细分市场是有足够的人口规模，并且有明显的差异性。

2. 目标市场选择(Target Market Selection)目标市场选择是在细分市场中选择适合的目标市场。

选择目标市场时，可以考虑消费者的需求、竞争状况、公司的能力等因素。

选择目标市场时需要明确定位公司的目标群体，并将资源和营销策略集中在这一目标市场上。

3. 定位(Positioning)定位是将产品或品牌在目标市场内的位置与竞争对手区分开来，使目标消费者对产品或品牌有独特的认知。

定位可以通过产品特点、品牌形象、价格策略等手段实现。

在进行定位时，需要考虑目标市场的需求和竞争对手的优势，并确定能够满足目标市场需求的独特卖点。

4.营销策略的制定根据细分市场、目标市场和定位的结果，制定相应的营销策略。

包括产品策略、价格策略、渠道策略和促销策略。

产品策略包括产品设计、特点和功能等；价格策略可以根据目标市场的消费能力和竞争对手的价格定位；渠道策略包括产品销售的渠道选择和分销方式；促销策略包括广告、促销活动和公关活动等。

5.实施和监控实施STP营销策略需要将制定的营销策略付诸实践，并通过实施后的反馈来调整和优化策略。

在实施过程中，需要监控市场反馈和竞争对手的行动，及时调整策略以适应市场变化。