市场营销策略论文中英文资料对照外文翻译

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企业市场营销外文文献——中文译文

Science and technology enterprises Marketing StrategyABSTRACTWith the coming of knowledge—based economy,higll＆new-tech enterprises play an increasingly strategic role in national economy，and also make great contribute to providing advanced products and services，promoting technical progress，enlarging employment and developing the national economic competitive power．But while they make a SUCCESS upon advanced technology and hi-tech products，they usually put too much emphasis oll technology advantages,accordingly neglect the research and applications of marketing strategy and management，and then caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So how to exercise modem marketing theories,research and constitute marketing strategy and policy of lIigh&new-tech enterprises，and provide necessary theory base and suppoaing to the marketing problems of hiigh＆new—tech enterprises，has some reality significance and generalize application value to promote continuance,healthy and rapidly development ofhigh&new—tech enterprises．KEYWORDS：high＆new-tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theoriesFirst, the science and technology enterprise marketing strategyMarketing strategy is the enterprise under the guidance of the marketing concept ，the application of modern management methods , for a period of time , the development of the overall business marketing ideas and planning。

市场营销策略外文文献及翻译

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

毕业论文市场营销外文文献翻译

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

市场营销专业术语中英文对照标准翻译

市场营销专业术语中英文对照标准翻译本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。

《财富》杂志Fortune案头调研Desk Research奥美公司Ogilvy & Mather白色商品White Goods百乐门Parliament百威啤酒Budweiser包裹销售法Banded Pack宝洁公司Procter & Gamble宝丽来Polaroid宝马BMW边际成本Marginal Cost边际收益Marginal Benefit标准差，均差Standard Deviation别克Buick波立兹调查公司Alfred Politz Research, Inc波旁王朝Ancient Age Bourbon波特福洛分析Portefolio Analysis产品差异Product Differentiation产品生命周期Product Life Cycle产品系列Product Line产品组合Product Mix阐述Presentation超级市场Supermarket成对比较法Paired Comparisons成功的理想主义者Successful Idealist承诺型消费者Committed Buyer程度测试Tachistoscope橙色商品Orange Goods冲动购买Impulse Buying重叠率Duplication抽样Sampling传销Pyramid Selling传阅发行量Pass-on Circulation词语联想法Word Associaton刺激营销Incentive Marketing促销Promotion达彼思广告公司Ted Bates & Copany大卫·奥格威David Ogilvy戴比尔斯De Beers丹尼尔·斯塔奇公司Danile Starch & Staff 弹性Elasticity到达率Reach道奇Dodge第三者法Third-Person Technique第一提及Top of Mind电话访问Telephone Interview电通广告公司Dentsu电子售点数据EPOS Data定量研究Quantitative Research定位Positioning定性研究Qualitative Research动机研究Motivation Research读者Readers读者人数Readership独特销售主张Unique Selling Proposition杜邦公司Du Pont多方面衡量Multi-dimensional Scaling多品牌战略Multi-brand Strategy惰性销售Inertia Selling恩格尔曲线Engel Curves二手资料Secondary Data发行量Circulation发行量稽核组织ABC仿造Me Too访问Interview访问员Interviewer非处方药OTC菲力普·莫里斯公司Philip Morris Company 菲亚特FIAT肥皂剧Soap Opera分刊测试Split-run Test分销Distribution丰田TOYATA缝隙分析Gap Analysis浮动插播Floating Spot辅助回想Aided Recall付费发行量Paid Circulation复核Back Checking复核Validation富豪汽车VOLVO富可视Infocus富士胶卷FUJI FILM覆盖率Coverage盖凡尼克皮肤反应测试仪Galvanic Skin Response Meter盖洛普暨罗宾逊调查公司Gallup & Robinson,Inc概念测试Concept Testing高度介入产品High Invovement Procuct革新消费者Innovators葛瑞广告Grey Advertising公众调查公司Audience Research,Inc贡献Contrubution购买周期Buying Cycle孤独守巢人Empty Nesers鼓动销售Hard Sell故事板/分镜头表Storyboard故事完成法Story Completion观察调研法Obseravtion Study广告Advertising广告/销售比率Advertising/Sales Ratio广告比重Advertising Weight广告标准Advertising Standard广告调查基金会(美国) Advertising Research Foundation广告概要Advertising Brief广告口号Slogan广告目标即广告效果评测Defining Advertising Goals for Measured Advertising Results 国际商用机器公司IBM过度杀伤Overkill过滤审查Screening哈佛商学院Harvard Business School红色商品Red Goods互补品Complements花旗集团Citigroup华尔街Wall Street黄金时段Prime Time辉瑞Pfizer混合调查Omnibus Research混和调研Omnibus Research基本读者Primary Reader稽核Audit吉芬商品Giffen Goods吉列Gillette集团购买Organizational Buying集中度Affinity集中市场细分Concentrated Segmentation计算机辅助的电话采访Computer Assisted Telephone Interviewing记忆测试Recall Test记忆性Memorability佳能Canan家乐福Carrefour家庭(户) House Hold家庭稽核Home Audit家庭生活周期Family Life Cycle甲壳虫Bettle价格分析Values Analysis价格敏感Price Sensitive价格歧视Price Discrimination价格战Price War间接调研Off-the-research建议价格Recommended Price箭牌口香糖Wrigley讲究派头的诉求Snob Appeal交叉销售Cross-selling交替需求Alternate Demand焦点小组(讨论) Focus group (Discussion)角色扮演Role Playing阶式渗透Cascading结构化访问Structured Interview金佰利Kimberly-Clark浸透策略Penetration Strategy精工SEIKO句子完成法Sentence Completion决策群Decision Making Unit决定性调研Conclusive Research卡通测试Cartoon Tests开放题Open-ended Question开机率Homes Using TV柯达Kodak壳牌Shell可变价格Variable Pricing可口可乐Coca-Cola可丽舒Kleenex可信度Believability克莱斯勒Chrysler克劳德·霍普金斯Claude Hopkins客观看法Outside View肯德基炸鸡Kentucky Fried Chicken口碑广告Word-of-mouth Advertising快流量消费品Fast-moving Consumer Goods 拉力Pulling Power拦截访问Intercept Interview乐观奔命者Optimistic Striver离差Deviation李奥·贝纳Leo Burnett李佛兄弟公司Lever Brothers力士Lux连带外部效应Network Externality联合调研/辛迪加Syndicated Research联合分析Conjoint Analysis联合利华公司Unilever联想Association Techniques练习性预演Dry Run两步收费Two-part Tariff量表Scale劣等商品Inferior Goods零售周期Wheel of Retailing零头定价法Odd-even Pricing漏斗深入法Funnel Approach露华浓Revlon乱数表Random-number Table罗塞·瑞夫斯Rosser Reevse罗夏测试Rorschach Test骆驼Camal马丁·迈耶Martin Mayer麦当劳McDonald’s麦肯爱里克森广告公司Mccann-Erickson麦氏威尔咖啡Maxwell House Coffee卖方市场Seller’s Market满意购买者Satisfied Buyer盲测Blind Test毛评点Gross Ratting points媒体分析Media Analysis每千人(户)成本Cost Per Thousand Figure每千人成本Cost Per Mille美孚Mobil美国报纸发行人协会American Newspaper Publisher’s Association 美国电报电话公司AT&T美国广播公司ABC美国广告代理商协会4A’sThe American Association of Advertising Agencies美国民意研究中心American Institute of Public Opinion美国营销协会American Marketing Association美国运通American Express描述性调研Descriptive Research民意测验Opinion Poll明尼苏达矿务及制造业公司3M模似Simulation姆姆巧克力M&M耐克Nike尼尔逊公司A. C. Nielsen尼尔逊全国电视指数Nielsen National Television Index 尼尔逊受众测定器Nielsen audiometer尼尔逊指数Nielsen Index欧宝OPEL欧洲民意测验和市场调研协会ESOMAR帕累托原理Pareto Principle派生需求Derived Demand攀比效应Bandwagon Effect判断性抽样Judgement Sampling旁氏Pond’s陪伴购物Accompanied Shopping配额Quota配额抽样Quota Sampling频率分布Frequency Distribution品牌Brang品牌测试Brang Test品牌估价Brang Valuation品牌管理Brang Management品牌偏好Brang Preference品牌认知Brang Awareness品牌形象Brang Image品牌性格Brang Personalities品牌忠诚度Brang Loyalty品牌转换成本Switching Cost品质认知度Perceived Quality七喜7UP期望值Expectations期望值Expected V alue其他指导人Other-directed Person企业标志Corporate Logo企业识别Corporate Identity前导性研究Pilot Study潜意识广告Subliminal Advertising强生公司Johnson & Johnson乔治·格里宾George Gribbin情感购买者Like Friend情感象征Emotional Symbol渠道冲突Channel Conflict全国性涵盖度Blanket人口统计学特征Demographics人员推销Personal Selling认识差距Cognitive Dissonance认知Awareness认知图表Perceptual Mapping日后记忆Day-after-recall入户访问Door-to-door Interview软性促销Soft Sell萨奇公司Saatchi & Saatchi三维营销3-D商店稽核Store Audit社会等级Social Grading社会接受度Social Acceptability社会营销Social Marketing深度访谈Depth Interview生存者Survivor生活方式Lifestyle声音比例SOV声音份额Share of V oice施乐Xerox时代华纳Time Warner时机感Sense of Timing时间档次Time Slot时序分析Time-Series analysis识阈效应Threshold Effect使用与态度Usage and Attitude市场策略的利润效果Profit Impact of Market Strategy 市场调研Market Research市场调研/营销调研Marketing Research市场细分Market Segmentation市场占有率Market Share视听众暴露度Impession收获战略Harvesting Strategy收入效应Income Effect收视(听)率Ratings收视率Television Rating售点POP售点POS斯塔奇数字Starch Figure斯坦利·里索Stanley Resor斯沃琪Swatch四点分析SWOT Analysis随机抽样Random Sampling索尼SONY态度Attitude探索性调研Exploratory汤橱浓汤Campbell’s Soup特许经营Franchise替代品Substitutes替代效应Substitution Effect天美时Timex听众调查Audience Research通用汽车General Motor同类相食Cannibalisation投射研究Projective Research图片响应法Picture Response Techniques推拉战略Push and Pull Strategies推力Push Power完成法Completion Techniques完全竞争市场Perfectly Competitive Market 万宝路Marlboro万事达卡Master Card威廉·伯恩巴克William Bernbach威士卡VISA维持者Sustainer伟哥Viagra胃溃疡峡谷Ulcer Gulch稳定插播Anchored Spot问卷Questionnaire沃尔玛Wal-Mart Stores无品牌忠诚度No Brand Loyalty无提示认知Unaided Awareness无准备调查访问Cold Calling西门子SIEMENS习惯购买者Habitual Buyer习惯性购买Habit Buying喜力Heineken系统销售System Selling细流战Drip Campaign显著特征Salient Attribute现场调研Field Research现场督导Conductor现场督导Field Supervisor现场工作Field Work现场人员Field Force线上活动Above-the-line线下活动Below-the-line相关群体Reference Group象牙牌香皂Ivory消费者购物固定样本Consumer Purchase Panel 消费者内在需求Consumer Insight消费者偏好Consumer Preferences消费者剩余Consumer Surplus消费者形象描述Consumer Profile销售定额Sales Quota销售反馈功能Sales Response Function销售领域Sales Territory销售预测Sales Forecast销售专集Sales Literature销售组合Sales Mix小组讨论Group Discussion心理图案学Psychographics心理戏剧Motivational Theater心智索引Mindex心智占有率Share of Mind新奇士Sunkist新人训练Orientation Training形象Image虚荣效应Snob Effect选择性分销Selective Distribution雪佛兰Chevrolet雅皮YUPPY眼睛轨迹研究Eye Tracking Research扬雅广告公司Young & Rubicam样品Sample一次性购物One-stop Shopping一手资料Primary Data伊莱克斯Electrolux宜家IKEA移情作用Empathy意见领导Opinion Leader因果性调研Causal Research营销会计稽核Marketing Audit营销近视Marketing Myopia营销组合10P’s营销组合4C’s’营销组合4P’s营销组合Marketing Mix营业额/到达率增长指数Turnover影响力等级Hierarchy of Effects佣金制Commission System由报纸决定(刊登位置) Run-of-paper邮购Mail Order有提示认知Aided Awareness有效贮藏期限Shelf Life诱导转向法Bait and Switch语义差异法Semantic Differential预检验Pre-testing原创性Originality原子状测试Atomistic Test岳母研究Mother-in-law Research载波技术ZAP赞助Sponsorship詹姆士·韦伯扬James Webb Young展览会Exhibition争夺经营Scrambled Merchandising正常商品Normal Goods直递Direct Mail直销Direct Marketing智威汤逊J. Walter Thompson重度消费者Heavy User主持人Moderator主题类化法Thematic Apperception属性特征Attributes住地居民细分法A Classification of Residential Neighborhoods 专家调研Specialist Research资料手册Fact Book自付优惠Self-liquidating Offer棕色商品Brown Goods最终用户End-user。

市场营销毕业论文外文翻译中英文

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

市场营销论文中英文外文翻译文献

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

市场营销毕业论文中英文文献

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

市场营销价格策略外文翻译文献

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

市场营销策略论文中英文资料对照外文翻译

Marketing Strategy1 Market Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.2 Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:2.1 Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intel unched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match any clever,effective marketing moves made by its primary competitor.2.2 Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with(or distancing it from)a product class or attributes.Some companies try to place their products in a desirable class,such as"Made in the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S.2.3 Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kmart are at the other.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired—and for the most part succeeded in—repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark is recognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant(canned and frozen vegetable products)and Arm&Hammer(baking soda)are both brandnames and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand also influences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities(Sunkist oranges,Morton salt,and Domino sugar,for example).3 PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through its life cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the maximum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing from alternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally, internationalpricing means that the company adjusts its price to meet different world markets.4 Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel—a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job to intermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to target markets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.It overcomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costs of their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channel levels involved. Eachlayer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size and quality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets. The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in a direct channel, or one to several intermediaries in indirect channels.5 PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools——advertising, sales promotion, public relations, and personal selling——work together to achieve the company's communications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略1 市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。

营销策略对话17篇-中英文对照

1. Advertising and Business ImageA: I think advertising plays an important part in your production promotion. Do you agree with me? B: Yes. l am especially interested in the role of business image and public relation that advertising plays in the production promotion.A: That is a fascinating and important area in the entire process of successful merchandising, especially the matter of public relations and business image.B: There is a close relationship between building a reputation and establishing goodwill. Am I right?A: Yes. We all know what it is when a company has it and we clearly know when a company doesn't have it.B: I think we all know thatA: The same thing applies to product, too. And this is why I think the specific product advertising has only limited effect. In the long run, it's image that really counts.B: Yes, advertising can help build product recognition, and product itself build image.1. 广告与企业形象A：我认为广告对促进生产发挥着重要作用，您同意吗？B：是的。

市场营销专业词汇中英文对照表

第1局部：Accesibility 可进入性accessory equipment markets 附属设备市场account management policies 客户管理策略additions to e*isting product lines 现有产品线的增加vertical marketing systems 垂直营销系统advertising reach 广告承受人数advertising message 广告信息advertising source 广告信息来源allowance 折让alteration 退换awareness 〔产品〕知晓度/知名度baby boomers 婴儿潮出生的一代人backward channels for recycling 回收的后向渠道backward integration 后向垂直一体化barter 实物交易before tests 事前测试Behavior Scan Information Resources Inc. 行为扫描信息源公司behavioural analysis 行为分析behavioural hierarchies 行为层级benefit clusters 利益群体blanket purchase order 一揽子采购合同blind-paired parison testing 双盲比拟测试bottom line 底线/盈亏一览结算线brand e*tensions 品牌扩展brand recognition 品牌识别break-even analysis 盈亏平衡分析break-even volume 盈亏平衡产量breath of product assortment 产品线的宽度breath or diversity of product lines 产品线的宽度或多样性brokers 经纪人bundle 捆绑busines strength rating 商业能力评分business position 经营地位business services markets 商业效劳市场business unit strategy 经营单位战略buyback allowances 回购折让buyback arrangements 产品返销buyers' bargaining power 买方的讨价还价能力buying behavior 购置行为buying center 采购中心buying inertia 购置惯性buying offices 连锁商店的进货中心buying situation 采购情况/类型buying task 采购任务capital gains 资本收益capital invested in product 产品投入资本Carnival 嘉年华cash cows 现金牛类catalogue sales 目录销售categorization of perception 感知分类categorization 分门别类chameleons/followers 变色龙/跟随者channel alternatives 可选择的营销渠道channel decisions 渠道决策channel functions 渠道功能channel institutions 渠道组织构造channel objectives 渠道目标channel power 渠道权力channel-control strategies 渠道控制战略channel-design decisions 渠道设计决策channel-management decisions 渠道管理决策choice criteria 选择标准closing a sale 完毕销售clothing retailers 服装零售商co-branding 联合品牌code of ethics 〔职业〕道德标准coercive power 强制权cognitive dissonance 认识的不协调collection of data 数据收集collection 收款co-marketing alliances 联合营销联盟bination pensation plan 结合式薪酬方案munication process 传播过程parative advertisements 比拟广告parison of brands 品牌比拟pensation deals 补偿处理pensation plan 酬金方案pensation/rewards 酬金/奖励pensatory 补偿性的petition and industry evolution 竞争和行业演变petition-orientated pricing 竞争导向定价法petitive (supply-side) evolution 竞争〔供方〕演变petitive factors 竞争因素petitive intelligence 竞争情报/信息petitive parity promotion budgeting 竞争均势促销预算法petitive strategy 竞争战略petitive strength 竞争优势/能力plaint handling 投诉处理ponent materials and parts markets 组成材料和零部件市场puterized ordering 计算机化的订购conclusive research 确定性研究conditions of demand 需求情况conflict and resolution strategies 冲突和解决战略conformance to specifications 与规格一致conformance 一致性confrontation strategy 对抗战略conjoint measurement 联合测度法conjunctive model 联合模型consumer decision-making 消费者〔购置〕决策consumer goods channels 消费品分销渠道Consumer Goods Pricing Act, USA 美国消费品定价法案consumers' perceptions 消费者感知contingency planning 权变方案contract construction 契约建筑业contract manufacturing 契约制造业contraction/strategic withdrawal strategy 收缩/战略性撤退战略contractual entry modes 契约式进入模式contractual vertical marketing systems 合约式垂直营销系统contribution margin analysis 边际奉献〔奉献毛利〕分析contributrion margin 边际奉献control strategies 控制战略co-operative advertising 合作性广告co-ordination and conflict resolution 协调与冲突解决co-production 合作生产core benefit proposition (CBP) 核心利益方案/提议corollary-data method 推定数据法corporate vertical marketing systems 公司式垂直营销系统corporate/institutional advertising 团体/社会公共机构广告corrective action 矫正行动cost effectiveness 本钱有效性cost leadership strategy 本钱领先战略cost of capital 资本本钱cost of goods sold (COGS) 产品销售本钱cost reductions 降低本钱产品cost-and-volume relationship 本钱-数量关系cost-oriented pricing 本钱导向定价法cost-plus/mark-up pricing 本钱加成/溢价定价法costs and benefits of marketing functions 营销职能的本钱和效益costs of petitors 竞争者本钱costs of distribution 分销本钱countertrade 对等贸易coverage of geographic market 地域性市场的围.coverage of relevant retailers 相关零售商的销售围credibility 信誉credit terms 信贷条款critical assumptions 关键假设cross-elasticity 穿插弹性customary pricing 习惯性定价法customer contact 顾客接触customer intimacy 顾客亲密度customer organization of sales force 按客户组织销售队伍customer retention 顾客维系/保存customer satisfaction 顾客满意度customer segment pricing 顾客细分市场定价customer-oriented pricing 顾客导向定价法customers' perception 顾客感知customizing 定制deceptive advertisements 欺骗性广告decoding 解码defect rate 缺陷率defender strategy 防御型战略defensive new-product development strategy 防御性新产品开发战略defensive positioning 防御性定位demand characteristics 需求特征demand curve 需求曲线demand-oriented pricing 需求导向定价法demographic environment 人口统计环境dependability 可靠性deregulation 放松管制derived demand 衍生需求descriptive research 描述性研究design decisions 设计决策desired percentage mark-up on retail 预期零售利润率desired percentage return 预期回报率determinant attributes 关键属性determinants 决定因素different responses 差异反响differentiated defender strategy 差异化防御战略differentiated marketing 差异化营销differentiation over time 不同时间的差异diffusion of innovation theory 创新扩散理论dimension 因素dimensions of quality 质量维度direct costing profitability analysis 直接本钱盈利性分析direct marketing via advertising media 通过广告媒体的直接营销direct marketing 直接营销direct product profitability (DPP) 直接产品盈利性/利润率discount rate 贴现率discount/premium price policies 折扣/溢价策略discriminant analysis 差异分析法discriminatory adjustments 歧视价风格整discriminatory pricing adjustments 歧视定价调整disjunctive model 别离模型dissonance-attribution hierarchy 不和谐-归属层次构造distribution channel designs 分销渠道设计distribution channel objectives 分销渠道的目标distributor/store (private lables) brands 分销商/私有品牌.divest 撤退divest 出让divestment or liquidation 收回投资或清算dividend 红利dogs 瘦狗类domestic target marketing strategies 国目标市场定位的营销战略dropping products 放弃产品dual/two channel distribution systems 双重分销系统duplication 〔媒体〕重复durability 耐用性early vs late adoption 早期采购与后期采购earnings per share 每股收益economic and technological factors 经济技术因素economic power 经济权education services 教育效劳effectiveness 有效性emergency goods 急需品emotional appeals 情感诉求empathy 移情作用empirical evidence 经历性实例empowerment 授权encoding 编码end use 最终使用endorsement 赞同engineering 〔产品〕工程设计entrepreneurial strategy 企业家战略entry strategies 进入战略environment and packaging disposal 环境与包装处理environment factors 环境因素environmental scanning 环境扫描/分析environmental strategy 环境战略establishment 机构ethical audit 〔公司〕伦理审计ethics of marketing 营销伦理道德ethnic position 种族构成evaluation and reward systems 评估与奖励体系evaluation and selection of supplier 评估和选择供给商evaluation of alternatives 评估替代品/各种选择evaluation of brands 品牌评估everyday low-price (EDLP) 天天低价evoked set 引发的组合evolution of market 市场演变e*clusive dealing 独家销售e*clusive distribution 独家分销e*ecutive summary 执行摘要e*hibition media 展示广告媒体e*it barriers 退出壁垒e*pansion path 扩途径e*pectation measures 〔顾客〕预期测度e*pectations of customers 顾客期望e*pected unit sales 预计产量e*pected value 期望价值e*perience curve 经历曲线e*perimental research 实验性研究e*pert power 专长权e*ploratory research 探索性研究e*port agents 出口代理〔商〕e*port jobbers 出口批发商e*port management pany 出口管理公司e*port merchants 出口贸易商e*porting 出口商品.e*tended use strategy 扩大使用战略e*tending volume growth 扩大市场份额e*trapolation of past sales trends 过去销售趋势推测法facilitating agencies 辅助/中介机构factor analysis 因素分析法family branding 家族品牌family life cycle 家庭生命周期fear appeals 恐惧/顾虑诉求features 特征Federal Department Stores 联邦百货商店Federal Trade Code 〔FTC) 联邦贸易法案FedE* (Federal E*press) 联邦快递feedback data 反响数据field test marketing 实地市场测试financing 融资fisheries 渔业fit and finish 结实度与外观flanker strategy 侧翼进攻战略flanker/fighting brand 战斗品牌flanking and encirclement strategies 侧翼进攻与围堵战略flat organizational structure 扁平的组织构造FOB origin pricing FOB产地定价法focus strategy 集中战略foreign middlemen 国外中间商forestry 林业formalization 形式/规化formulate 制定fortress/position-defence strategy 防御堡垒战略forward integration 向前一体化franchise systems 特许系统franchising 特许经营free call numbers 免费freight-absorption pricing 免收运费定价法fringe benefits 小额津贴frontal attack strategy 正面进攻战略full costing profitability analysis 全本钱盈利性分析full-service wholesalers 全方位效劳的批发商functional petencies and resource allocation 职能能力与资源分配functional efficiency 职能效率functional organization of sales force 按销售职能组织销售队伍functional organizational structure 职能型组织构造functional performance 功能性能functional strategy 职能战略gatekeepers 信息传递者general behavioral descriptors 一般行为变量General Foods Corporation 通用食品general merchandise discount chains 群众商品折扣连锁店General Motors 通用汽车geodemographics 区域人口统计特征geographic adjustments 地理调整geographic distribution 地理分布geographical organization of sales force 按地区组织销售队伍Gillette 吉列剔须刀global adjustments 全球调整global elite consumer segment 全球精英消费品市场global e*pansion 全球扩global marketing control 全球营销控制global niche strategy 全球时机战略global standardization strategy 全球标准化战略global teenage segment 全球青少年市场global-market e*pansion 全球市场扩goals 总目标going-rate/petitive parity pricing 竞争性平价定价法goods producers 产品制造商Goodyear 固特异轮胎government agencies 政府机构government buyers 政府采购者government market 政府市场government regulation 政府管制grey market 灰色市场gross domestic product (GDP) 国生产总值gross margin 毛利gross national product (GNP) 国民生产总值gross rating points (GRPs) 总级别指数group/category product manager 类别产品经理growth stage of product life cycle 产品生命周期的成长阶段growth-e*tension strategies 增长扩战略growth-market strategies for market leaders 市场领导者的市场增长战略growth-market strategy 成长性市场战略growth-market targeting strategy 成长性市场定位战略guarantee/warranty 保证/担保harvesting pricing 收获定价法harvesting strategy 收获战略health care 医疗保健health maintenance organizations (HMOs) 〔美国〕卫生保健组织heavy buyer 大客户Heileman Brewing panyhelpfulness 有益性Henkel 汉高Hertz 赫兹〔美国汽车租赁巨头〕hierarchy of strategy 战略的层次high margin/low-turnover retailers 高利润/低周转率的零售商high market share global strategy 高市场份额全球战略high-contact service system 高接触效劳系统high-involvement product 高参与产品high-involvement purchase 高参与购置hight market share 高市场份额战略homogeneous market 同质市场household/family life cycle 家庭生命周期hybrid technology 混合技术idea generation 创意的产生/生成ideas for new products 新产品创意/设想idea-screening process 创意筛选过程identification of segments 识别细分市场image pricing 形象定价imitative positioning 模仿定位imitative strategy 模仿战略impact evaluation 影响评估impersonal sources 非个人的信息来源implementation and control of marketing programs 营销方案的执行和控制improvements in or revisions of e*isting products 现有产品的改进或修正impulse buying 冲动购置impulse goods 冲动购置品increased penetration strategy 增加渗透战略indirect costing profitability analysis 间接本钱盈利性分析individual brand 个别品牌industrial goods & services 工业产品和效劳industrial goods channels 工业品分销渠道industry attractiveness 行业吸引力industry attractiveness-business position matri* 行业吸引力-业务地位矩阵industry dynamics 产业动态industry evaluation 产业评估industry evolution 产业演变inelastic 缺乏价格弹性influencers 影响者infomunications industry 信息通信行业infomercials 商业信息广告information search 信息搜集informative 告知性的in-home personal interview 个人家庭访谈in-house use tests 部使用测试innovativeness 创新性installation 设施in-store display 店展示in-store positioning 店布局in-store promotion 店促销intangibles 无形integrated marketing munication plan (IMC) 整合营销传播方案integration of perception 感知整合intensity of market position 市场地位的集中程度intensity 集中程度intensive distribution 密集型分销interactions across multiple target markets 多目标市场间的相互作用interactive media 交互式媒体internal organizational structure 部组织构造international advertising 国际广告international channels 国际分销渠道international division 国际分部international marketing 国际营销international organizational design 国际组织设计internationalization of services 效劳的国际化introductory stage of product life cycle 产品生命周期的推出阶段inventory level 库存水平investor relations advertising 投资关系广告issue advertising 观点广告jobbers 批发商Johnson & Johnson 强生jury of e*ecutive opinion 行政管理人员群体意见法just noticeable difference (JND) 恰巧注意到的差异just-in-time (JIT) management system 准时制管理体系just-in-time purchasing arrangements 及key account management 主要客户管理key accounts 关键客户key benefits 核心利益key environmental issue identification确定主要的环境问题key variables 关键变量key/house accounts 关键/机构客户laboratory tests 实验室测试leapfrog strategy 蛙跳战略learning hierarchy 学习层级构造legal services 法律效劳legislation 立法legitimate power 法定权level of pensation 酬金水平level of technical sophistication 技术的复杂程度Levi Strauss 维·史特劳斯le*icographic model 词典编纂模型limited-service wholesalers 有限效劳的批发商line e*tension 产品线扩展line filling 产品线填充line stretching 产品线延伸list price 订价Lloyd's of London 伦敦劳埃德保险公司localizaiton strategy 本地化战略location pricing 场所定价lodging 房屋出租logistical alliances 后勤联盟long-term memory 长期记忆lost customer 失去的顾客low-contact service system 低接触效劳系统low-cost defender 低本钱防御型low-cost position 低本钱地位low-involvement hierarchy 低参与程度层级构造。

市场营销战略外文翻译文献

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

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。

市场营销学外文翻译外文文献英文文献市场营销

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

市场营销专业毕业论文中英文资料外文翻译文献

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

市场营销战略论文中英文外文翻译文献

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

groups。

and ns choose。

acquire。

use。

dispose of products。

services。

experiences。

and ideas to satisfy their needs and the XXX。

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

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

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

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

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

XXX markets.1.1 ProductA product XXX of their needs。

not the specific material characteristics.1.2 nXXX includes advertising。

personal selling。

public ns。

packaging。

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

企业市场营销外文文献——中文译文

Science and technology enterprises Marketing StrategyABSTRACTWith the coming of knowledge-based economy,higll＆new-tech enterprises play an increasingly strategic role in national economy，and also make great contribute to providing advanced products and services,promoting technical progress，enlarging employment and developing the national economic competitive power．But while they make a SUCCESS upon advanced technology and hi-tech products，they usually put too much emphasis oll technology advantages，accordingly neglect the research and applications of marketing strategy and management，and then caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So how to exercise modem marketing theories，research and constitute marketing strategy and policy of lIigh&new-tech enterprises,and provide necessary theory base and suppoaing to the marketing problems of hiigh&new—tech enterprises，has some reality significance and generalize application value to promote continuance,healthy and rapidly development ofhigh&new-tech enterprises．KEYWORDS:high＆new—tech enterprise，marketing strategy，technical marketing，innovation ofmarketing theoriesFirst, the science and technology enterprise marketing strategyMarketing strategy is the enterprise under the guidance of the marketing concept , the application of modern management methods , for a period of time ，the development of the overall business marketing ideas and planning. Marketing strategy consists of three different levels of content : target market, market positioning and marketing mix 。

企业市场营销外文文献——中文译文

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

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市场营销策略论文中英文资料对照外文翻译市场营销策略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。

公司甚至为电脑制造商出钱，让它们在自己的广告中带上“Intel Inside”标志。

作为市场领导者，可口可乐公司推出新产品并实施其市场营销策略。

同时，它密切注视百事可乐公司，以确保对主要竞争对手的任何一次巧妙、有效的营销举措采取相应的对策。

2.2 与产品类别和属性相关的定位有时候，公司的定位策略有必要将自己的产品与其类别和属性相联系(或相区别)。

一些公司尽力将其产品定位在期望的类别中，如“美国制造”。

用一句某顾问的话来说，“当你说‘美国制造’的时候，有一种强烈的感情因素在吸引着你”。

因此，一家名为Boston Preparatory的规模不大的运动服制1造商正在运用这种定位策略，以期胜过那些并非所有产品都在美国制造的势力强大的竞争对手如Calvin Kiein和Tommy Hilfiger。

2.3 通过价格和质量定位某些生产者和零售商因其高质量和高价格而闻名。

在零售行业，Saks Fifth Avenue和Neiman Marcus公司正是定位于该价格—质量策略的。

折扣店Target Kmart则是定位于该策略的反面。

我们不是说折扣商店忽视质量，而是说它们更加强调低廉的价格。

Penny's公司努力—并且大多获得了成功—通过升级高级服装线和强调设计者的名字将其商店定位于价格—质量策略上。

“品牌”一词是个综合性的概念，它包含其他更狭义的理解。

品牌即一个名称和(或)标志，用以识别一个销售者或销售集团的产品，并将之与竞争产品相区别。

品牌名称由能够发音的单词、字母和(或)数字组成。

品牌标志是品牌的一部分，它以符号、图案或醒目的颜色、字体的形式出现。

品牌标志通过视觉识别，但当人们仅仅读出品牌名称的时候，品牌标志并不能够被表达出来。

Crest、Coors、Gillette都是品牌名称。

AT&T由醒目的线条构成的地球以及Ralph Lauren's Polo的马和骑手是品牌标志，而Green Giant(罐装冷冻菜蔬产品)和Arm&Hammer(面包苏打)既是品牌名称又是品牌标志。

商标是销售者已经采用并且受到法律保护的品牌。

商标不仅包括品牌标志，如许多人所认为的那样，也包括品牌名称。

1946年的The Lanham Art法案允许厂商向联邦政府注册商标，以保护它们免受其他厂商的使用或误用。

1989年生效的《商标法修订案》(The Trademark Law Revision Act)旨在健全注册系统以维护美国厂商的利益。

对于销售者来说，品牌可以被推广。

当他们陈列于商店或出现在广告中时很容易被认出。

品牌化减少了价格比较。

因为在比较不同产品时，品牌是有必要考虑的另一因素，所以品牌化减少了仅仅依靠价格便作出购买决定的可能。

品牌的知名度还会影响到购买服务和消费品的消费者的忠诚度。

最后，品牌化可以区别商品(例如Sunkist牌鲜橙、 Morton牌食盐以及 Domino牌食糖)。

3 定价定价是一个动态的过程，公司会为其所有产品设计一个定价结构。

随着时间的推移，公司会改变价格结构，并将之调整到适应不同的消费者和形势的状态。

公司应采用多样的价格调整策略来适应消费群体和具体情况的差别。

一个是折扣和折让定价，及公司依批量、功能或季节来决定折扣或不同形式的折让。

第二个策略是差别定价，即公司为不同的顾客、产品或因地点不同而制定两个或两个以上的差别价格。

有时公司在作价格决策时不仅考虑经济因素，而且使用心理定价来传达有关产品的质量或价值信息。

在促销定价时，公司会在短期内以低于商品定价销售产品，通过大甩卖来吸引更多的顾客，有时甚至低于成本销售。

运用价值定价，公司以公平价格提供相应的质量和优质服务。

另一种方法是地区性定价，公司决定怎样为远距离的客户定价。

通常有以下几种方法可供选择:原产地定价、统一交货定价、区域定价、基点定价和免收运费定价。

2最后，国际市场定价意味着公司调整其价格来满足不同世界市场的需要。

4 产品的分销大部分生产商利用中间商将其产品推向市场。

他们努力建立“分销渠道”——一套指向消费者或企业用户、提供商品或服务的彼此独立建立的组织的总称。

为什么生产者将部分销售工作交给中介呢,毕竟，这样做意味着放弃对产品如何销售和向谁出售的某种控制。

利用营销中介可以提高商品走向目标市场的效率。

中介组织以其社会关系、经验、专长以及经营规模往往为生产商创造比其通过自身的努力所能获得的更大的价值。

商品通过分销渠道从生产者手中到达消费者手中。

时间、地点等因素不一致，会使商品和服务与消费者相分离，而分销渠道克服了这个矛盾。

分销渠道的作用很多，有些起着促成交易的作用，如:1.市场调研2.促销3.接触客户的功能:寻找潜在购买者并与之沟通。

4.适销功能:是供给适应购买者的需求，包括加工和包装。

5协调功能:就价格与其他交易条件达成协议以促成所有权的转移。

还有一些是功能是辅助交易的完成，如:1.货物储运功能2.资金融通功能3.承担风险功能:分销商可以替制造商承担分销过程中的风险。

问题不在于是否需要这些功能，而在于有谁来执行这些功能。

所有这些功能在三个方面是相同的，即它们都占用有限的资源，通过分工能更好地执行这些功能，以及它们可以由不同的分销商执行。

如果由制造商执行这些功能，会导致高成本，继而导致高价格。

然而，如果一些功能转由中间商执行，则制造商的成本可能会下降。

当然中间商会在价格中加入它们的工作成本。

在分配分销工作时，应当将其分配给在满足客户的多种需求方面效率最高的分销商。

分销渠道可以用其涉及到的中间环节的多少来描述。

将产品及其所有权向最终消费者专一的过程中的各个层次的营销中介组织就是渠道层面。

由于生产者与消费者都执行某种职能，故它们也是分销渠道的组成部分。

企业在选择中间商时，要清楚具有什么样的特征的中间商是更优秀的。

企业通常要考察中间商从业历史的长短、经营范围、企业增长和利润的记录、是否具有协作精神及其声誉情况。

如果该中间商是销售代理，企业就要考察其经营的其他产品的数量和特点、销售规模和能力。

如果该中间商是一个想获得独家或非独家经销权的零售店，企业就要考察其顾客的情况、地理位置及其未来的增长潜力。

理解分销渠道的性质是很重要的。

因为选择正确的分销渠道是企业决策最重要的内容之一。

之所以利用营销中介组织，是因为他们在是产品进入目标市场的过程中创造了更高的效率。

分销渠道的最关键的作用是，它能促成交易或辅助完成交易，从而将产品从生产者手中到达消费者手中。

3分销渠道可以用渠道中介环节的数量来描述。

在直接营销渠道中，没有一个中介环节，而在间接营销渠道中，则有一个或多个中介环节。

5 产品促销促销时公司营销组合四个主要组成部分之一。

主要的促销工具——广告、营业推广、公共关系和人员推销互相配合才能达到公司的沟通目标。

组织中各层次的人员必须清楚许多有关营销沟通的法律和伦理问题。

制定在广告、人员销售和直销方面对社会负责的营销沟通需要做很多工作。

公司必须努力和积极，以便使沟通开放、诚实，让顾客和分销商满意。

4Marketing Strategy1 Market Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-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 multiple segment.Market-aggregation strategy involves using one marketing mix to reach amass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segmentof the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.2 Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:2.1 Positioning in Relation to a competitor5For 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.2.2 Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with(or distancing it from)a product class or attributes.Some companies try to place their products in a desirable class,such as"Made in the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioningstrategy 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.Positioning by Price and Quality 2.3Certain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired—andfor the most part succeeded in—repositioning its stores on theprice-quality continuum byupgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark is recognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant(canned and frozen vegetable products)and Arm&Hammer(bakingsoda)are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A6trademark includes not just the brand mark,as many peoplebelieve,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand also influences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiatecommodities(Sunkist oranges,Morton salt,and Domino sugar,for example). 3 PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through 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 maximum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about theproduct'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, thecompany 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.74 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.It overcomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costs of their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its8ownership 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 thenumber of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.5 PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools——advertising, sales promotion, public relations, and personalselling——work together to achieve the company's communications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.9下面是诗情画意的句子欣赏,不需要的朋友可以编辑删除!!谢谢!!!!!1. 染火枫林，琼壶歌月，长歌倚楼。

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