工商管理市场营销外文文献翻译

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市场营销策略外文文献及翻译

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

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。

外文翻译—市场营销+工商管理01

Marketing’s roles in innovation in business-to-business firms : Status , issues , and research agendaAbstract A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understangding of how marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1)improving customer needs understangding and customer involvement in developing new products, (2)innovating beyond the lab, (3)disseminating and implementing research fingdings in firms, and(4)marketing’s overall role in innovation. This article defines practitioners’ issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.Keywords Innovating . B2B . New products . Open innovation1 .IntroductionThe need for innovation is consistently a top business priority among CEOs (Jaruzelski et al.2012; Taylor et al.2012) and the importance of a firm’s ability to innovate cannot be overstated (Hauser et al.2006). For decades, the extant literatures in economics (Schumpeter 1942), management (Cohen and Levinthal 1990; Poter 1985), marketing (Chandy and Tellis 1998), finance (Brown et al.2009), and other disciplines has documented the importance innovation plays in a firm’s ability to create customer value, differentiateitself from competitors to develop a sustainable competitive advantage (Day and Wensley 1988; Poter 1985) and to permit the firm to grow revenues and profits (Sood and Tellis 2009).Marketing scholars have helped reshape the innovation conversation away from classical economic perspectives, such as the Schumpeterian logic (Schumpeter 1942), towards a focus on the firm’s process for developing new products (Chandy et al.2006; Cooper 2011), customers (Griffin and Hauser 1993; Hoffman et al.2010), ability to generate and utilize resources from its external networks (Noordhoff et al.2011; Rindfleisch and Moorman 2001), and culture (Tellis et al.2009) among other topics.However, previous published nanlyses of and research agendas for the research opportunities that remain in innovation have been prepared primarily from the perspective of academics (Hauser et al.2006). Furthemore, few general theories, models, or findings about better practices that have been generated by marketing academics are being implemented by firms in general, and business-to-business(B2B) firms in particular (see lilien 2011, for example). This practitioner ignorance of the knowledge base generated by marketing academics is especially acute concerning innovation, a process for which the marketing department frequently has little influence within the B2B firm (Workman 1993).One example of research that has gained little traction in practice concerns methods to obtain customer needs for developing new products. Siginificant academic research has demonstrated that customers can articulate their problems and needs when asked questions in an appropriate mamner (Griffin and Hauser 1993) and the V oice of Customer (Griffin and Hauser 1993) and Customer Visit (Mcquarrie 2008) methods have been developed and published to enable managers to elicit those needs more efficiently and efficiently. In fact, “V oice of the Customer” has become a hugely popular buzzword. However, fewer than halfof all firms say they have implemented V oice of the Customer processes in their innovation systems, and most firms who claim to have V oice of the Customer processes have actually implemented some other set of unrelated market research techniques (Katz 2011).Another method developed by academics and vetted in industrial application, but still seldom implement is the Lead User technique (V on Hippel 1986; Lilien er al.2002). Although annual sales from lesd user projects have projected to be eight times the annual sales generated from “traditional” firm-developed products for one firm (Lilien et al.2002), most firms do not use the method (Olsen and Bakke 2001).The discussion above leads to two basic questions :1. What are the important problems concerning marketing and innovation in B2B firms that the academic literature has not sufficiently addresssed ?2. Why is the level of practitioner knowledge and use of research findings on innovation so low, and what can marketing academics do about it ?2 . Background : the B2B agenda and research prioritiesThe B2B Leadership Board at the Institute for the Study of Business Markets (ISBM) consists of a number of B2B Chief Office (CMO) level executives and senior B2B marketing academics. One of the Board’s missions is to determine “the major needs and most promising opportunities in the B2B domains, along with their implications for B2B marketers, academic researchers and educators” (Wiersema 2012, page 1). To meet that goal, in 2011 the Board embarked on a project to set a B2B Agenda and associated Research Priorities.In the first phase of the project, Fred Wiersema interviewed 72 executives from 61 B2B firms and 30 academics. He content-analyzed the interviews and reviewed anddeepened the findings with half-day working sessions with a subset of the academics from the Leadership Board, and then in a roundtable with 15 CMOs.The primary question asked was : “Five years into the future, there will be B2B firms who have succeeded and are in the lead and others have not. What , in your opinion, will leading edge firms have done that others have not ?” Innovation efffectiveness came up in over half the interviews as a key discriminator, but the interviews provided no clear or consistent role for marketing in fostering that innovation.营销在电子商务公司创新中扮演的角色：创立形象、突出品牌、研发市场摘要由商务市场研究协会创立的一个项目，其最优先的目的，及普及人们对当前电子商务营销所处状态的认知，以及进行一些对此领域的研究，而此领域被认为是缺乏理解对营销作用如何能够或者应该如何为公司的努力创新带来最大贡献。

工商管理外文文献及翻译

工商管理外文文献及翻译The Contractor's Role in Building Cost Reduction AfterDesignAuthor：Waddle,T odd W.Nationality：UKDerivation：Cost Engineering; Feb2008, Vol. 50 Issue 2, p14-21It has become evident from recent news articles that inflationary pressures and increased construction activity are causing many building projects to come in well over owner's budgets. This trend has increased dramatically over the past few years, as much of the construction industry has been impacted by an unprecedented increase in the cost of construction. The historical rate of increase in construction cost has been under five percent per year, as reported by the Engineering News Record. Over the last few years, the industry has seen a significant increase from historical escalation rates, up to 10-15 percent per year in many regions of the US. These increases have been caused by a variety of factors, including the following.Shortage of steel resulting from rapid growth in China.Demand for materials in the US resulting from increased hur ricane damage. ? Rising oil prices leading to higher manufacturing and transportation cost. ? Rising labor cost because of increased construction activity .To be successful in having over budget projects awarded, the building contractor has had to take a proactive role in working with owners and design teams to reduce project cost to amounts that owners are able to award. This cost reduction is normally accomplished through the following methods.value engineering;scope reduction;Value EngineeringValue engineering (VE) has been defined as a systematic method to improve the value of goods and services by using an examination of function. Value, as defined, is the ratio of function to cost. Value can therefore be increased by either improving the function or reducing the cost.It is a primary tenet of value engineering that quality not be reduced as a consequence of pursuing value improvements . VE is a process originating at General Electric Company (GE) during World War II. Because of shortages of skilled labor, raw materials, and component parts, engineers at GElooked for acceptable alternates and often found substitutions that resulted in reduced costs and/or product improvement.GE developed a systematic process that they called value analysis. Over the years the name gradually changed to VE. The basic steps of VE include the following：Information gathering: project requirements defined, function analysis.Alternates: various ways of meeting the requirements and functions.Evaluation: asses sment of alternates on how well they meet requirements and costs savings.Presentation: selection of best alternatives to be presented to client for decisions.True VE evaluates life cycle costs such as initial cost, maintenance cost, operational cost, life span, time value of money, replacement cost, and frequency of replacement. VE canbe undertaken at any stage of the building design process; however, it is most effective in the early stages, since it is less costly to make changes to preliminary documents .Scope ReductionScope reduction involves identifying areas of the project scope of work that can be reduced in quality, quantity, or both in a manner that is acceptable to the owner.Scope reduction items of work often consist of material or equipment substitutions that lower the cost of the project, but may not be an equal substitute. An example of quantity scope reduction would be to reduce the guttering system on a pitched roof from the entire roof perimeter to entrances only. A quality scope reduction example would be to provide vinyl composition floor tiles (VCT) in lieu of ceramic floor tiles.After a project has been determined to be out of budget because of high bids, the project is normally either cancelled, redesigned and re-bid, or negotiations are held with the low bidder to reach an acceptable contract amount. For the building contractor that is selected for negotiations, this is an opportunity to move toward project award and to also build a relationship of trust and openness with the owner and design team that could lead to future projects.First, the building contractor should meet with the owner and design team to fully understand the owners project requirements, priorities, life cycle considerations, and budget.Next, the building contractor's role is to use his estimating and construction expertise to analyze various components and systems within the project for alternate solutions. The contractor should also bring in key subcontractors and suppliers who are often able to identify alternate materials and/or systems withintheir specialties. Each division of work should be examined and evaluated for VE solutions. In past years, this process and service was considered part of the building contractors overhead. However, in today's market, some contractors will negotiate rates and be reimbursed for the time and effort that they spend in this process in the event that theproject is not awarded to them.The work breakdown structure (WBS) can be a helpful tool to the building contractor in analyzing the various components and systems within a building project. The WBS is a tree-type structure of functional systems used to classify the project on a level-by-level basis . This breakdown structure facilitates the evaluation of each system of the project from the building foundations to the completed sitework.Questions to Ask or Areas and/to Consider by WBSThis section provides a list of areas for the building contractor to examine and/or questions to ask in the WBS system level format for cost saving alternatives. Some of these changes can be accomplishedwithout major re-design cost and incorporated into the construction documents in the form of an addendum. Other changes listed would require extensive re-design and time delays.SUBSTRUCTURE—Have alternate types of foundation system been considered?wood piles in lieu of precast;drilled caissons vs. piles;mat foundations in place of piles or caissons.—Evaluate sand base in place of gravel or stone under slab on grade. SUPERSTRUCTURE—Have alternate types of building structures been evaluated?structural steel, precast concrete, cast in place concrete, light gauge steel framing or wood framing systems.—Compare Alternate Stair Systems.steel pan stairs vs. precast concrete or cast in place concrete.EXTERIOR CLOSURE—Evaluate exterior wall systems.Light gauge metal framing in lieu of reinforced concrete masonry units.Can wall widths or gauges be reduced?—Compare sheathing systems.Fiber sheathings in place of cement boards.—Review alternate wall insulation systems.Batt insulations, rigid insulation materials, loose fill block insulation.—Consider alternate exterior wall veneers.Conventional stucco versus exterior insulation finish system.Brick or precast in lieu of stone.—Evaluate alternate glazing systems.Can exterior glazed areas be reduced?Storefronts in lieu of curtainwalls if code allows.Painted aluminum in lieu of stainless steel or brass framing.—Review exterior entrances.Manual entrance doors in place of automatic entrances.Automatic entrances in lieu of revolving doors.Cedar entrance doors rather than mahogany.—Examine exterior railing systems.aluminum or cable systems in lieu of glass;standard designs in place of custom elements;ROOFING—Evaluate the specified roofing with alternative materials.Combined metal decking/insulation systems in lieu of separate systems.Interior batt insulation in place of rigid roof insulation.Built-up roofing vs. single ply membranes.Fib erglass or concrete tiles in lieu of clay tiles.Painted metals in place of copper.Can the specified gauge of metal roofing be lowered?Eliminate or reduce the guttering system?Can skylights be reduced or styles changed?Are standard warranties specified?INTERIOR CONSTRUCTION—Examine interior wall systems.Can light gauge metal-framed walls be used in lieu of concrete masonry units?Can wall thicknesses or gauges be reduced?Are drywall systems being used in lieu of plaster? Examine inte rior doors and hardware.Are the specified doors standard sizes or custom?Have alternate wood door species been considered?Have alternate hardware styles or manufacturers been compared?Can manual doors be used in lieu of automatic?Are the doo rs pre-machined for hardware installation?Compare pre-finishing doors with finishing on-site.—Review interior specialties.Have alternate types of toilet partitions been considered?Prefinished metals vs. plastic laminates.Can vinyl corner guard s be used rather than metal?Metal lockers vs. wood.Have special partitions been evaluated?Plastic veneers in lieu of wood.Can the sound rating be reduced?Defer installation?Has the access flooring system been evaluated?Standard floor f inishes rather than custom?INTERIOR FINISHES—Evaluate interior wall finishes.Painted wall finishes in lieu of wallcovering.Epoxy coatings in place of tile finishes.FRP instead of stainless steel.Are textured drywall systems being used rather than plaster?—Examine interior floor finishes.Resilient flooring vs. ceramic or wood.Ceramic flooring in lieu of stone.Tile or stone in place of terrazzo.Alternate carpet manufacturers.—Review alternate ceiling finishes.Standard ceiling vs. custom.Fiber ceiling vs. metal.CONVEYING SYSTEMS—Review specified elevators and escalators.Have alternate manufacturers been considered?Are standard interior elevator cab finishes specified or custom?Can glass walls be eliminated?Are sta ndard warranties specified?SITE PREPARATIONHas a site work analysis been performed to balance cuts and fills.SITE IMPROVEMENTSCan paved areas be reduced or more economical paving materials used?? Has resurfacing existing parking areas been conside red rather than new parking construction?Have alternate types of enclosure walls been considered?Have landscaping alternatives or substitutions been considered?Seeding in place of sodding.Reduce or change tree and plant materials.Use existin g trees and other existing landscaping.SITE CIVIL/MECHANICAL UTILITIESHave alternate utility piping materials been evaluated?Can existing site utilities be abandoned rather than removed?SITE ELECTRICAL UTILITIESHave alternate exterior lighting p ackages been compared?Have alternate utility piping materials been evaluated?CONTRACTOR OVERHEAD AND PROFITCan phasing be reduced to shorten the project duration?Can the start of the project be timed to avoid cost impact of winter conditions?F or high-rise projects; have crane and hoisting options been compared? ? Can the Owner include the Builders Risk policy?.Breaking down and analyzing the components of a building project through the work breakdown structure can aid in reduction summaries also reveal that the mechanical, electrical and plumbing(MEP) systems typically offer the greatest opportunity for cost savings due to their total significance to a project. The MEP systems normally make up between 30 to 50 percent of a building project's cost.The owners of the illustrated projects accepted cost reducing changes ranging from 6 to 14 percent of the original low bids. These reductions allowed themto meet their particular budgets and have their projects constructed by incorporating the changes into addendums. Some projects may be so far over budget that substantial structural and/or building redesigns are unavoidable. However, building contractors can play a major role in bringing projects into budget—using their past experience along with their subcontractor and supplier networks to develop cost reduction alternatives that may not have been previously considered by owners and/or design teams.设计阶段后承包商在降低施工成本方面所扮演的角色作者：Waddle,Todd W.国籍：英国出处：营销的智慧与计划2008.11.05，第14-21页从最近的新闻报道中可以明显的看出，通货膨胀的压力和建筑产业的不断发展使很多工程项目超出了业主的预算。

市场营销策略外文文献及翻译

工商管理外文参考文献翻译

工商管理外文参考文献翻译外文参考文献翻译题目: 城市之星客户服务管理浅析学院: 经济管理学院专业:工商管理班级: 0601学号: 200607080130学生姓名: 雷月茜导师姓名: 胡琳完成日期: 2010年04月23日一、外文参考文献原文All too often, marketers of homogenous products fail to identifytheir competitive advantage, resulting in dismal results. Similarly, SME participants find it difficult to identify such competitive advantages. Fortunately, the Franchise Model facilitates the notion of ‘ being in business for yourself, but not on your own’. The reason for this caseis to facilitatecompetitive advantage within a Home Entertainment SME Franchise environment, enabling participants to successfully compete with thecorporate environment. The outcome is to identify and implement Service Profit Chain (Heskett et al, 1997) initiatives, linking customer service to long term profitability and growth.The home video industry is a product of technology. Prior to the introduction of the home VCR in 1976, there was no way to watch movies at home, except as shown on broadcast television, and no one had thought of a retail store where movies could be rented for the night. In the course of the past quarter-century, those VCR's and those video rental stores became the foundation for a US$ 17 billion industry.This study researches the Home Entertainment Video Rental industry, consisting predominantly of SME home entertainment outlets. The particular analysis is in a leading South African Franchise system, consisting of family owned ‘Franchisees’.The service profit chain will centre on analysis from the 'gurus' on the topic, specific reference to " The Service Profit Chain- how Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value, as depicted by Heskett. J, Sasser. W, Schlesinger. L, (1997). Concepts, models and frameworks will also be researched from leading customer service oriented organizations, including Southwest Airlines, Xerox, Wal-mart, Taco Bell, Au Bon Pain Restaurants, British Airways, and other relevant leaders in their respective fields.The service profit chainwill be analysed from the above sources, whereby customer satisfaction, customer loyalty and customer value are linked to the long term profitability and growth of Blockbusters Video.CRM systems have become the rule for customer service centers. Now managers are taking the next step; to arm their agents with a knowledge base that can deliver fast, accurate answers. They are reaping the benefits of integrating a true knowledge management system with CRM - such as decreasing escalation rates, shorter call times and increased first call resolution.Customer relationship management (CRM) solutions have been widely accepted by1global enterprises seeking to improve customer satisfaction and retention. But it takes more than just technology to maintain customer relationships. It takes improved business processes and a method for providing customers with the information that they demand in anefficient and effective manner. This is where knowledge management (KM) comes in to play in the customer interaction center.Today, industry experts recommend customer service and support knowledge bases as a critical component of successful CRM. According to Tim Hickernell, senior analyst with the META Group, "Service strategies that include knowledge bases, accessible to both agents and customers across all deployed points of interaction, can optimize cost of service and increase customer satisfaction by providing a more consistent customer experience." META concludes that by 2004, companies seeking customer service superiority will add cross-channel knowledge bases and escalation capabilities .Knowledge management is often an enterprisewide initiative...a discipline that encompasses managing and sharing knowledge across all departments within an organization. However, quite often organizations choose to kick-off KM on a departmental basis. With customersatisfaction as a mission-critical driver for all businesses, especially today when repeat business from existing customers can make or break a company, many companies are choosing to invest in knowledge managementfor their customer contact centers. Other common implementations occur within IT help desks, human resources departments and sales organizations. It's important to remember that organizations must tailor KM processes and tools to the specific needs and goals of each department.Today, knowledge management is not just for agents accessing a knowledge base. Allowing customer access to self-service knowledge bases is a must. The bonus of Web self-service (also referred to as e-service or online self-help) is that customers are happier with your company if they can quickly and easily find answers without having to contact the call center, and companies can reduce operating expenses by deflecting queries to the Web.It's not enough, however, to put the information on the Web and ask your customer to go find it. You need to make the information timely, accurate, easy to find and in the format that most customers want. By knowledge-enabling your online customer service, you empower customersto find answers quickly through dynamic FAQs or knowledge search engines.Both FAQs and search engines must generate dynamic responses in order to be useful, meaning that they must learn and adapt from usage. This type of technology is referred to as a self-learning2search engine. To be considered a true self-learning search, the system must learn from previous experiences had by customers withsimilar issues. It must be self-organizing, in that it is always moving the most relevant information to the top of the search results. It also must be tied into a reporting system that monitors knowledge usage - which items in the knowledge base are being used most frequently and which are not being accessed.At its simplest, customer service is being influenced andrevitalized by information technology. Regardless of how one visualizes customer service, either from a logistics or marketing perspective, information technology now assumes an important role in customer service. Information technology is a powerful tool or enabler in the arena of customer service. Information technology is essentially in the processof migration, from the support function to the front-line functions where the customer is served, as indeed is customer service itself.In particular, the degree of marketing orientation and itsrelationship to both customer service and information technologyrequires further quantitative measurement. A greater understanding would facilitate marketing managers in identifying other areas in which information technology may be of use.One of the most remarkable features of the debate on workplaceskills over the last few years has been the increasing emphasis placedon soft skills and attitudes. In part this is because work itself is changing. The rise of the service sector has meant that increasing numbers of people in employment are (at least in part) delivering a service and are themselves part of the process being sold. This is perhaps most dramatically apparent where the ‘service’ is itself entertainment. In Disneyworld staff are expected to be physically attractive, friendly, helpful, smiling and able to follow scripted exchanges (Van Maanen, 1991). But these dramatic elements and the emphasis on aesthetic and emotional ‘skills’ are not restricted to the entertainment industry, rather they are increasingly accepted as a‘normal’ aspect of servicework (Hancock and Tyler, 2000). So staff in restaurants, bars and hotels are hired on (and groomed in) aspects of their looks (Nickson et al., 2001); flight attendants are monitored onlooks, weight and consistent helpfulness (Hochschild, 1983); andcall centre workers are expected to infuse their voice with appropriate emotions (Callaghan and Thompson, 2002; Wray-Bliss, 2001; Taylor andT yler, 2000). Even official reviews of the state of the nation’s skills emphasis personal qualities and attributes (Skills Task Force). Work, it seems, is increasingly about appearing, being andfeeling as well as doing.The picture presented in these organisations is not one of opening the public sector to3market forces or responsiveness to customers but of confusion. Here additional levels of monitoring and new performance measures are introduced and customer service was emphasised often over areas where those serving have little control. As might be predicted, the implications for employee skills are also mixed. At one level training, at least in areas relevant to customer service, is increasing at others technical skills still needed to complete the work are not being reproduced and it is difficult to see, rhetorical or structurally, many incentives for them to be developed in the future.Most chief executives say that customer satisfaction is a number-one priority for their companies. Given a little background information on what has really transpired in their companies, however, many will admit that pressures for short-term results create thinking processes and decisions that often negatively impacts customer service. Management needs to carefully and critically assess how their companies have performed at developing and implementing a customer-focused service strategy.Too many companies limp along with less than top-notch customer service.Well-intentioned goals to achieve and sustain a high level of customer service often exist. Yet, customer service is often one ofthose perpetual problems in the process of being solved, but without measurable results. Executive management is often very frustrated with the seeming inability to solve the customer service competitive dilemma once and for all.Customer service is a competitive weapon that can easilydifferentiate one supplier from another. A lot of talk today is centered on quality, new processes and systems, continuous improvement and the like, b ut it must be aimed at customer satisfaction or it isn’t worth muchover the longer term. The same old way of doing business is just not good enough; the complex job of redefining and implementing new processes, policies, systems and measurement are mandatory to solidify your company’s future.In most industries, customers have become more sophisticated and demanding of their supply chains. Suppliers that offer the most in customer-defined quality products, pricing and quickorder turnaroundwill outperform their competitors and easily gain more marketshare in the future as customers clamor for more. For management, a high level of customer service must become a measurable result.The discipline to adhere to a good customer service and operational strategy can create substantial rewards. A notable example of effective strategy and disciplined adherence is Dell Computer. Dell provides its customers with a quality product, flexible product configurations,4quick response and a reasonable price. The marketplace responded by buying more and more product from Dell and its stock went up 10.000 percent over the past five years.World class companies have taken more market share by providing notably better customer service. Executives know that to stand out in a crowded field of competitors, customer service is a very critical component in achieving and maintaining a high level of customer satisfaction. When pressures move the organization to meet only performance goals and measurements such as overhead absorption, shipping dollar targets, labor efficiency, purchase price variance and the like, however, customer service often takes a back seat to these other concerns. The result can be a plunge in customer satisfaction and ultimately, if allowed to continue, an erosion in market share.Finally, and in broad terms, the evolution and revolution of customer service will continue and therefore deserves further investigation. Specifically, empirical research should aim tocrystallize the transitional process and variables necessary for an organization to broaden its definition and understanding of customer transaction service to customer relationship service. This should assist marketing academics and managers face the competitive challenges of a new century.二、外文参考文献翻译很多时候，营销的同质产品不能确定自己的竞争优势，在令人沮丧的结果产生。

市场营销外文翻译10

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

工商管理专业外文文献翻译

本科生毕业论文外文资料翻译专业工商管理（财务管理方向）班级姓名指导教师所在学院附件1.外文资料翻译译文;2.外文原文中小规模的金融数据分析Andreas P. Nawroth, Joachim Peinke物理研究所，Carl-von-Ossietzky奥尔登堡大学，D - 26111奥尔登伯格，德国网上提供2007年3月30日摘要财务数据随机分析已经被提出，特别是我们探讨如何统计在不同时间τ记录返回的变化。

财务数据的时间规模依赖行为可分为两个区域：第一个时间范围是被描述为普遍特征的小时间区域（范围秒）。

第二个时间范围是增加了几分钟的可以被描述为随机马尔可夫规模的级联过程的中期时间范围。

相应的Fokker - Planck方程可以从特定的数据提取，并提供了一个非平衡热力学描述的复杂的财务数据。

关键词：经济物理学；金融市场；随机过程；Fokker - Planck方程1 导言复杂的金融市场的其中一个突出特点是资金数量显示非高斯统计往往被命名为重尾或间歇统计。

描述金融时间序列x(t) 的波动，最常见的就是log函数或价格增量的使用。

在这里我们认为，log函数y(τ)超过一定时间t的统计，被定义为：y(τ)=logx(t+τ)-logx(t) （1）其中x(t)是指在时间t时资产的价格。

在财务分析数据中一个常见的问题是讨论随机数量的平稳性，尤其是我们发现在我们的分析中采用什么样的方法似乎是强大的非平稳性的影响，这可能是由于数据的选择。

请注意，有条件的应用τ相当于一个特定的数据过滤。

尽管如此，特殊的结果略微改变了不同的数据窗口，显示出非平稳性影响的可能性。

在本文中，对于一个特定的数据窗口（时间段）我们侧重于分析和重建进程。

目前已有的分析主要是基于1993至2003年的拜耳数据，财务数据集是由Kapitalmarkt Datenbank （KKMDB ）提供。

2 小规模分析财务数据的一个突出特点是事实上概率密度函数（pdfs）不是Gaussian，而是展览重尾形状。

工商管理专业Strategic-marketing营销策略大学毕业论文英文文献翻译及原文

毕业设计（论文）外文文献翻译文献、资料中文题目：营销策略文献、资料英文题目：Strategic marketing文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：工商管理（金融企业方向）班级：姓名：学号：指导教师：翻译日期： 2017.02.14外文翻译专业：工商管理（金融企业管理方向）外文原文：Strategic marketing①No matter how good the organization's products or services, unless their value can be communicated to potential customers, the organization will fail in its mission. This co mmunication is the responsibility of the marketing function within the organization. A ccording to the American Marketing Association, marketing is "an organizational func tion and a set of processes for creating, communicating and delivering value to custo mers and for managing customer relationships in ways that benefit the organization an d its stakeholders." Strategic marketing examines the marketplace to determine the ne eds of potential customers and the nature of the competitors in the market, and attemp ts to develop a strategy that will enable the organization to gain or maintain acompetit ive advantage in the marketplace. Operational marketing is built upon the foundation set by the strategic marketing function and implements various plans and strategies (in cluding a development of the appropriate marketing mix) to attract customers and fost er customer loyalty.Methods for Product & Service MarketingThere a number of ways to market one's products or services including advertising, di rect response, sales promotions, and publicity. However, unless one understands the n eeds of the customer, the market, and the industry as well as the strengths and weakne sses of the competition, these approaches are unlikely to be successful. Strategic mark eting helps an organization sharpen its focus and successfully compete in the marketpl ace. Strategic marketing is concerned with two components: The target market and the①Marketing strategy (Research: A. Ruth marketing organization and marketing, America press 2008: 1-1)best way to communicate the value of one's product or service to that market. The de velopment of a viable marketing strategy depends on several key dimensions. First, as with any global strategy within the organization, a successful marketing strategy need s to be endorsed by top management within the organization. Marketing strategy is als o political in nature: Powerful units within the organization may disagree on the best marketing strategy and an accord may need to be negotiated. Marketing strategies ma y also be affected by organizational culture and the assumptions that this engenders. F or example, if the organization has always marketed its widgets to business executives , it may fail to see the potential for marketing to lower level personnel within the orga nization or even for personal use to adults or teenagers.Factors that Implement Strategic Marketing Plan DevelopmentThere are a number of factors that should impact the development of a strategic mark eting plan for the organization. The first of these comprises the assets and skills that th e organization already possesses or that it can readily acquire. For example, if an orga nization has a significant programming department on the payroll, it would be feasible for it to make and market application software. However, if these personnel are alrea dy involved in other work and are not free to work on a new software project and the organization cannot afford to hire additional programmers, starting a new software lin e would be inadvisable at best. The second factor that must be considered when devel opinga marketing strategy is the market drivers. These are various political, economic, sociocultural, and technological forces that can influence the wants and needs of the c onsumer base. For example, the need to be able to handle increasing volumes of infor mation and data has led to widespread use of information technology in many industri es. Similarly, the need for a college education for an increasing number of jobs has led to a proliferation of for-profit institutions of higher education. Factors Impacting Marketing StrategyMarket drivers, however, are not the only external force that shapes one's market strat egy. The nature of the competition in the marketplace is also very important in determ ining whether or not a marketing effort will be successful. Virtually no business is wit hout competition. When buying a computer, one must choose between Mac and PC.Most soft drinks on the market are manufactured by one of two companies who offer very similar products. There is a variety of choices available when deciding where to f ill up one's car, yet most of the fuels available at the pump are virtually the same. Eac h of these businesses has its own market position and strives to keep its market share t hrough marketing efforts. Part of the strategic marketing effort is to decide how best t o differentiate oneself from the competition.Another external factor that impacts how one can best position oneself in the market i s the stage of the market or the industry life cycle. Some organizations excel, for exa mple, at being the first on the market with an innovation or new product. Others excel at taking the innovation and adapting it to the needs of the marketplace (e.g., lower pri ce, different features). In addition, there are various strategic windows that affect an or ganization's ability to successfully compete in the marketplace. A strategic window is a limited time period during which there is an optimal fit between the needs of the ma rketplace and the competencies of the organization. For example, as computer storage technology continues to evolve, the methods by which people store data and informati on change. Punch cards and magnetic tape gave way to 5.25 inch and 3.5 inch disks. T oday, more and more people are storing data and information on memory sticks instea d, and many computers are not even made with disk drives. The concept of using pun ch cards is as foreign and antiquated in most people's minds as using an abacus. Once the strategic window begins to close, it is typically best that the organization look for another opportunity.Development of Competitive StrategyTo help meet their goals and objectives, many businesses develop a competitive strate gy that will increase their competitive advantage. There are three generic approaches f or competitive strategies: (1) the provision of low cost products or services, (2) differe ntiation of products from those of the competition, and (3) focus on the market niche. Low Cost StrategyThe goal of the low cost strategy is to gain a larger market share. This is done by offer ing acceptable quality products or services at prices lower than those of the competitio n. The expectation in this strategy is that the organization will earn an acceptable return on investment by increasing volume of sales. The basic methods used in low-cost le adership strategies include reduction of overhead, buying or production costs and focu sed marketing strategies. For example, a restaurant may reduce the price of wine with the intention of making up the shortfall in profits by selling more than they did at the higher price. Similarly, a big box store may use a combination of effective manageme nt and information technology practices to reduce operation costs in order to deliver t he lowest possible prices on its merchandise.Product DifferentiationA second generic approach to competitive strategy is product differentiation. In this a pproach, the business attempts to differentiate itself from its competitors by producing a product or offering a service whose quality is perceived by customers to have uniqu e features or characteristics that set it apart from similar offerings. This strategy attem pts to build customer loyalty by offering something of value that is offered by no one else in the marketplace. In this strategy, the necessity of keeping the price of the produ ct or service down becomes less important because customers are frequently willing t o pay more to get their favorite brand. However, value can be a subjective quality and brand loyalty is not necessarily sufficient to make this strategy successful. There is a p oint beyond which most customers are no longer willing to pay a premiumprice. How ever, if carefully managed, a differentiation strategy can be highly successful. For exa mple, Merrill Lynch was able to differentiate itself from its competitors by offering int egrated financial services to attract the most desirable investors. This strategy yielded not only a well recognized and highly valued brand that differentiated Merrill Lynch f rom its competitors, but also resulted in substantial customer loyalty and a competitiv e advantage in the marketplace.Niche MarketingAnother generic approach to competitive strategy is niche marketing. In this approach , the organization seeks to gain a proportion of the total sales of a given type of produ ct or service within the marketplace. This strategy requires a concentration on one or more specific market segments based on characteristics such as buyer group, portion o f a product line or market, or geographical area. For example, rather than marketing itself as a generalist, a management consulting firm might specialize in working with th e telecommunications industry or only with businesses on the west side of metropolita n Chicago. A niche market strategy is indicated in situations where the business believ es that it can better serve a segment of the market rather than the entire market. For ex ample, in the illustration of the management consulting firm, the founding partners ma y have come out of the telecommunications industry and, therefore are more familiar with the nuances of the industry than they are with other industries. This approach put s the organization in a unique position (through a type of differentiation) to be better a ble to market to that focused segment than to the market as a whole. Consideration of Competitors in the MarketplaceTo be successful, analysis of the marketplace needs to consider not only the needs of t he customer base and the relationship between these needs and the value that can be o ffered by the organization's product or service, but also the state of the industry as a w hole as well as the position of the organization's competition within that industry. As o pposed to a market that can be defined as a group of customers with similar buying ne eds, an industry is a group of organizations (i.e., competitors) that offer similar produc ts or services to the market. Different organizations offering similar products or servic es, however, will not necessarily have the same window of opportunity. Therefore, it i s important to understand how competing firms view the market in order to develop a strategic marketing plan that will yield a significant competitive advantage. Factors that Influence Industries & the Competition within ThemThere are several factors that influence industries and competition within industries. G overnment regulation can significantly influence the profitability of an industry. Withi n the parameters set by this factor, however, there are additional factors that influence how competition works within an industry. If a number of organizations all offer simil ar products or services, for example, competition within the industry will typically be more intense. This is illustrated, for example, by the marketing slogans of two car rent al agencies several years ago. "We're number one!" exclaimed Hertz. "We try harder!" rejoined Avis. Customers, too, can influence the nature of competition within an indu stry. If the industry becomes larger, it will become more attractive to new entrants offe。

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

毕业论文市场营销外文文献翻译

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

The paper is an in—depth study of relationships regarding performing arts audience. A theoretical/empirical approach was applied，including face to face interviews to 1005 performing arts consumers and telephone interviews to a sample of 2005 individuals in Spain。

工商管理外文翻译文献

(文档含英文原文和中文翻译)中英文翻译外文翻译之一Project Budget Monitor and Control.With the marketing competitiveness growing, it is more and more critical in budget control of each project. This paper discusses that in the construction phase, how can a project manager be successful in budget control. There are many methods discussed in this paper, it reveals that to be successful, the project manager must concern all this methods.1. INTRODUCTIONThe survey shows that most projects encounter cost over-runs (Williams Ackermann, Eden, 2002,pl92). According to Wright (1997)'s research, a goodrule of thumb is to add a minimum of 50% to the first estimate of the budget (Gardiner and Stewart, 1998, p251). It indicates that project is very complex and full of challenge. Many unexpected issues will lead the project cost over-runs. Therefore, many technologies and methods are developed for successful monitoring and control to lead the project to success. In this article, we will discuss in the construction phase, how can a project manager to be successful budget control.2. THE CONCEPT AND THE PURPOSE OF PROJECT CONTROL AND MONITORErel and Raz (2000) state that the project control cycle consists of measuring the status of the project, comparing to the plan, analysis of the deviations, and implementing any appropriate corrective actions. When a project reach the construction phase, monitor and control is critical to deliver the project success. Project monitoring exists to establish the need to take corrective action, whilst there is still time to take action. Through monitoring the activities, the project team can analyze the deviations and decide what to do and actually do it. The purpose of monitor and control is to support the implementation of corrective actions, ensure projects stay on target or get project back on target once it has gone off target。

市场营销专业中英文资料外文翻译文献大学论文

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-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in 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 the social 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 and so 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 2004 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 "Association of American Advertising" to "National 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, "American 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 "broad sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity." This point of view to make the start into the new marketing stage. Previously that the market is the end of the 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。

市场营销原理外文翻译外文文献英文文献

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

市场营销学外文翻译外文文献英文文献市场营销

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

市场营销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。

工商管理中英互译文献

英文文献翻译专业：工商管理班级：1003班姓名：严永恒学号：100104190318High-tech enterprise marketing strategyA distinctive feature of the high-tech enterprises is closely integrated with modern science and technology, state-of-the-art technology and equipment level, and through the introduction of technology and technological innovation, so many new technologies, new processes and new equipment has been employed. It has to occupy a pivotal position in the national economy. Therefore, the marketing strategy of high-tech enterprises also on the agenda. High-tech rapid development of corporate marketing activities to new challenges1. Further shorten product life cycle, highlighting the uncertainty of market supply and demand. Product life cycle is usually after four stages of introduction, growth, maturity and recession, and the relationship between market supply and demand constitute the basic conditions for the marketing activities of the important content and implementation. In the dawn of the era of knowledge economy, the rapid development of science and technology, so as to continuously promote the upgrading of products, product life cycle showing a growing trend towards shorter, accelerate the conversion of the marketing strategy, increasingly increased the difficulty of marketing efforts.2. Sales channels change, to narrow the gap between marketing and marketing space to expand and extend. The era of knowledge economy approaches to promote the channel change, the initial impact from the new trade an electronic data interchange (EDI) via computer and communication networks to handle the file. This trade is also known as paperless trading. The Internet has opened up an unprecedented cyberspace in this by the tens of thousands of the host computer and fiber optic telephone line to connect the virtual space, it can be invasive To receive goods, ordering, payment, delivery, advertising, market research, etc. a series of business activities. Highlight the advantages of this new channel in its convenience and transparency. Online sales, after all, is a new thing, inevitably there are various difficulties in its development. Including consumer psychological barriers, network congestion, payment security, service, and so on.3. More advanced research techniques, promotions richer, network marketing emerge.The past, companies conduct market research are often carried by an intermediary, or send researchers to the market access and manual collection of information, statistics, summary. The penetration of information technology has changed the traditional backwardness of research showing science and technology, convenience and accuracy, timeliness. Throughout the research process are conducted online, the survey paperless, save a lot of access time and the cost of the investigation, the efficiency can be greatly improved to meet the requirements of business decision-making time limit, cost.More enterprises to use its own sales network directly to research and analysis. The world's largest retailer the operating income Wal-rtl997, nearly$ 120 billion, ranking the first one hundred of the world's largest 500 companies list in the application of information technology, it is not only historic, but also experienced. In thousands of stores all over the world through the use of computer detects goods bar code system, the store can keep abreast of goods in and out of the case, clearly each commodity inventory, prices and profits, selling the extent.The biggest difference between network marketing and traditional marketing is that it is using the network to study the customer requirements in order to establish marketing programs to achieve two-way interactive communication with consumers.4. Consumers into the production process, and demand personalization fully demonstrated. Advances in information technology for the production of the manufacturer CAD (Computer Aided Design), CAM (computer aided manufacturing), CIM (Computer Integrated Manufacturing System) and DSS (decision support system across product development, manufacturing, decision-making tools. Consumer and production the relationship between traditional compared to a subtle change, they are not just competing buyers and sellers in the economic relationship, and to some extent even both partners ingredients.5. Informative, comprehensive high-tech product that emphasizes service, intangible capital plays a vital role in the competition. , Knowledge-based industries in the gross domestic product (GDP) accounts for a significant proportion of the developed countries in Europe and the United States. Experts estimate that the 2010 Information Science and Technology software, life sciences, technology, new energy and renewable energy, science and technology, new materials science and technology, marine science and technology and environmentally high-tech industry output value will be fully over the automotive, construction, petroleum, transportation and textile and other traditional industries. Product technology content increased, making the consumer demand for its services far more than the usual installation, maintenance is so simple.The essentials of the service is more extensive, means that runs through comprehensive pre-sale, sale and after-sale service. Good investment and the price is expensive, and enhance the services will naturally arise new problems.6. Marketing management organizations needs to be recycled, the needto strengthen the marketing team. The competitiveness of enterprises, competition in the market, so the core of modern management work is marketing. The marketing organization's ability to make quick, accurate response to the dynamic market, directly affecting the rise and fall of the entire enterprise. In the current information society, changes in the international economic environment, the expansion of the market space, marketing improvements in technology and distribution channels change, the corporate marketing organization put forward new requirements.To ensure the smooth implementation of high-tech enterprise marketingmanagement responsesDevelop a good high-tech industrial development environment, the government should do the following:(1) implementation of the "industrialization" project. "Industrialization" in the end is not tax which department can do, it relates to all aspects of, and ultimately to return to the market, the government should do is fully committed to building a high-tech industry development environment of a quality and nurturing platform, the government's management positioned in the high-tech industry in the early-stage work, "downstream" thing is certain only to let the market do it.Guangzhou City to comprehensively push forward the reform of the science and technology system, to develop around the high-tech industrialization, as many as 13 government regulations, covering investment in science and technology, to attract talent, the whole process of technological innovation and other high-tech achievements into. Guangzhou City in strengthening the scientific and technological support system, break down departmental boundaries, give full play to the market inside and outside the large compound and high-tech advantage, to build a research base to achieve a breakthrough, to invest 10 million yuan Jinan University to build a"bio-pharmaceutical research base "investment of 700 million to support the South China Normal University, Guangzhou Economic Development Zone to build industrial test projects, promoting Huazhong University of Science and Technology Jinpeng company set up communication technology.(2) to establish the mechanism of attracting foreign talent. Government policy as much as possible with international standards and the corresponding treatment to attract, retain a number of top-notch talent, talent development opportunities and space it clear that, in a knowledge-based shares, do not pay attention to the so-called "evaluation system", but stressed that the market Recognition Act, technology shares exceeded 35%, the two sides identified can be registered.2. Seize the key of "high-tech"(1) stages of technological development strategy. The new technology has just come out, and some still in the trial production stage, the technology is not yet know, many companies need to do a lot of publicity work, technology is new, but not necessarily practical, the costs and technical requirements, purchasing power companies do not , at this stage the strategy of technology owners:"fast" strategy. As much as possible to shorten the period of research and development, in order to enter the market in the near future, including technology transfer market, technology product market, open up the situation, and to lay the foundation for the matured.the development of the target market, the first business to ensure its leading position in the field. Technology products is about to come out of the authorities and the news media, it is necessary to strive for the product launchpublicity, in the shortest possible time so that consumers understand and Familiar with this new technology products. Such as Bai Long mineral pot technology research and development at the same time to do everything possible to open up the market, when the success of product research and mass production, had been the target market, the products enter the market immediately. But start at the same time with the 100 Long spa pot northeast factory has just buried, to be studied after the success looked up and come to the market, and the market has been a hundred dragon first to occupy the the last plant White Dragon mergers.(2) the technology is mature stage strategy. Technology has become more sophisticated and complete use costs also dropped significantly, more and more technical buyer, and more intense competition, when the technology seller should be taken to seize the opportunity to quickly transfer of technology strategy. Unwilling to bear the market risk technology products supplier, which is more suitable for good technical products may not be able to profit, and the management of the enterprise, it is also the ability to open up the market is closely related to the transfer of technology as soon as possible to benefit directly, is also a wise choice. For example, a new product patent "plastic Xiju of the invention in order to seize the opportunity to rapidly promotions, half a minute on television advertising, resulting in more than a dozen companies have to find him to require the transfer of technology, and it would open opportunities. The many enterprises attach great importance to the direct transfer of technology, such as McDonald's, Coca-Cola. Honda.(3) the aging stage strategy. When the newer technology to replace the technology or the technology has been in the community to promote, market capacity in the narrow, falling prices for the technology market near end of life.This phase of the marketing strategy:(1) focus on strategy. Centralized enterprise human, material and financial resources to concentrate on the most promising market segments, shortening the marketing front, further promotional efforts.(2) extend the life strategy. Through the transfer of technology to less developed countries or regions, many techniques can prolong life. Such as textiles, plastic products, electronic components production design technology in the United States and Europe and other developed countries have already eliminated the developed countries through investment or technology transfer technology transfer to Hong Kong, Korea and other newly industrialized countries and regions, when these technologies in emerging industrialized countries and regions to be eliminated, has been transferred to China, Vietnam and other developing countries.(3) discard strategy. Companies to stop marketing of backward technology, withdrawn from the market in a timely manner, the development of other newer technologies, to find and develop new market opportunities, in time to consolidate their market position in front of the competitors.3. Develop e-commerce, expand the network management and marketingspaceRevolution in network marketing is not just a technical means, but also contains a deeper concept of revolution, it is target marketing, direct marketing, decentralized marketing, customer-oriented marketing, the remote global marketing, virtual marketing a comprehensive variety of marketing methods .Internet marketing can be divided into four strategies:(1) The consumer needs and desires of strategy. Internet marketing is not only to take advantage a sound blind, images and other multimedia capabilities of the computer, display the product's performance, features, but also in understanding the individual needs of different consumers, more effort. (1) open up the online exchange stations, to understand consumer needs and market trends, looking for market opportunities: the establishment of the opinions message board, allowing consumers to order the color of the product online, design request; (3) provides service system, based on product sales varieties, For service information in a timely manner.(2) consumers are willing to pay the cost to meet their needs. For mature and rational modern consumers, the value of the goods and the expected price link has become a complex equation, so marketing efforts not only to consider the production costs and the market price of similar products, but also to understand the cost structure of different consumers , not only as far as surface phenomena to reduce or increase prices. Specific approach: (1) price, while also providing the market price of similar products for consumers to understand the market,Make rational judgments provide the necessary credit for; ② the establishment of the price forum, a number of new products or upcoming products acceptable to the consumer price survey, provide the basis for the agreed pricing.(3) to facilitate consumer strategy. Network marketing is not only to consignment or sales agent for the Q & product inquiries and ordering, but also to understand the different types of consumers prefer buying patterns, the development of different sales channels, the convenience of our customers. There are several approaches: (1) to provide a variety of after-sales service;② new information network through a computer network as the main path, complemented by credit card and other convenient means; (3) to change the traditional one-time discount cards, applicable to commodities, valid for extended.4, the consumer two-way communication strategy. Network marketing not only by means of online advertising promotion, expand the corporate reputation, but also to equal two-way communication with consumers, according to consumer feedback their own investigations, and repeatedly, to achieve a win-win situation for consumers and the market. The main approach: (1) send direct mail, on holidays-mail to send holiday cards to the customer where Email deeper feelings; (2) to create a virtual office, the network has been announced in various activities organized by the company to establish agood image in the public.译文：高新技术企业的营销策略高新技术企业的显著特点是与现代科学技术紧密结合，企业技术装备水平先进，并通过技术引进和技术改造，使许多新技术、新工艺和新设备得到了采用。

工商管理专业外文翻译

外文文献原文及译文E-commerce and corporate strategy:an executive perspectiveAbstractDespite the recent downturn in Internet-based business, the dollar value of electronic commerce(EC) transactions is increasing at an astounding rate. In consumer-to-business applications, the amount of money spent by online shoppers is nearly doubling every year and is expected to approach US$ 100 billion by 2004 while business-to-business sales is expected to reach US$ 1.3 trillion by 2003. These opportunities, powered by the evolving computing and communication technologies, enable companies to gain tremendous operational efficiencies, personalization, and information based products and services. More and more conventional brick and mortar firms see e-commerce initiatives as offering strategic opportunities to transcend their normal operations. This study proposes that e-commerce initiatives are important strategic initiatives and that firms with a stronger EC market orientation will be more successful. Content analysis of CEO’s letter to shareholders of 145 Fortune 500 firms was conducted to evaluate the importance of EC and strategic orientation. The results provide support to the study’s propositio ns and indicate that EC must be pursued carefully as a strategic initiative rather than as an appendage to an existing organization.Author.Keywords: E-commerce; Strategic orientation; Market orientation; Corporate performance; CEO letter to shareholders; Customer orientation; Competitor orientation; Content analysis 1. IntroductionThe emergence of e-commerce is creating fundamental changes to the way that business is conducted. These changes are altering the way in which every enterprise acquires wealth and creates shareholder value. The myriad of powerful computing and communications technology enabling e-commerce allow organizations to streamline their business processes, enhance customer service and offer digital products and services. This shift in underlying marketing fundamentals is now the driving force that is luring many organizations to embrace e-commerce.However, as they are learning, organizations must proceed with caution, as the road to e-commerce is littered with failed initiatives. A plunge in the share prices of dot com companies sent the tech-heavy NASDAQ index into almost free fall; down over 70% of the record high of 10 March 2000. Though an economic slowdown was apparently likely, one thing was painfully clear; most Internet “pure plays” could not find sustainable profitability by operating only as e-commerce organizations simply by excelling in the management of technology, information, and the consumer behavior. Similarly, established companies that viewed e-commerce as a stand-alone appendage to their business would be less likely to succeed in these efforts. Therefore, it is our contention that firms must clearly recognize their e-commerce initiatives as an integral part of their strategic objectives. In addition, we propose that firms that carefully evaluate their customer and competitor base, as a part of strategic thinking, will reap more benefits.In the process of forming a corporate strategy to respond to the challenges ofenvironmental change, normative thinking requires that a firm should analyze its industry forces and value-chain activities in order to identify opportunities for IT innovation. Furthermore, it should examine assets, resources, and competency of the staff and identify those mechanisms that confer a distinctive advantage over their rivals. Choice of appropriate strategy could then lead to superior performance. In the case of e-commerce,firms implementing such initiatives should carefully analyze external forces, internal resources and their core competencies. The outcome of this process should be reflected through a tight integration between corporate strategy and e-commerce.This study focuses on this outcome and its relationship with corporate performance.Specifically, the study investigated the extent to which large successful companies adopted an e-commerce posture that was integrated with their corporate strategy.Thus, we examined the qualitative portio n of the company’s Annual Report: the CEO’s Letter to the Shareholder, using content analysis. This letter presents a unique observation point for the researcher interested in examining corporate strategy and holds potential for determining the innovative methods of the top manager’s strategy[19]. Bettman and Weitz [6] argue that the CEO’s letter, which is a standardized component of the report, provides comparable and more objective data on an organization than would interviews. Pfeffer [39], recognizing the utility of the CEO’s letter as a source of “objective” data on organizations, has called for increased research use of annual report data.The study uses the CEO’s lette r as input to address the following questions:1. Is the importance of e-commerce to corporate strategy reflected in improved corporate performance?2. Does a firm’s strategic orientation with respect to e-commerce have an impact on its performance?2. Background and propositions2.1. The perceived importance of e-commerceThe emergence of E-commerce has created a novel marketplace. However, definitions of what constitutes e-commerce vary [35 and 44] Extant studies have referred to the term “e-commerce marketplace” e ither from a system-oriented [3] or a market-structure perspective [33]. Bakos argued that it is the electronic market systems that create a space where buyers and sellers converge. Malone et al. referred to it as a corresponding governance mechanism. Zwass [51 and 52] proposed an architecture that embraces the aforementioned perspectives as two components of an e-commerce structure. E-commerce related IT, in this framework, serves as the infrastructure that leads to the rise of e-commerce.At the top level, resulting from the impact of e-commerce operation is the issue of governance mechanism. Support for electronic marketplaces and electronic hierarchies can be found at the bottom level. In-between these levels there are application layers that provide value-added activities with respect to information sharing, business transactions, and relationship building. Thus, e-commerce includes not only buying and selling goods, but also various processes within and across organizations. We define e-commerce as the use of computing and communication technologies to engage in a wide range of activities up and down the value-added chain, both within and outside the organization [1]. It is widely argued that e-commerce related IT, such as EDI, EFT, electronic messaging, shared corporate digital library etc. could enhance both organizational efficiency and effectiveness. In terms of efficiency benefits, an e-commerce application can generate internal efficiency and external coordination through changes in intra- or inter-organizational integrative processes [24]. Even before the rise of e-commerce,and particularly the Internet, companies engaged in electronic commerce using electronic data interchange (EDI) to improve their operational efficiency. Today, Internet EDI can further integrate and enhance an organization’s operational efficiency.Riggins and Mukhopadhyay [43] using Chrysler as a case, has shown that the total benefits provided by electronic integration are both tangible and significant.Effective benefits of e-commerce technology are reflected in the use of the extended information exchange network to create organizational value. Because of the addressability and responsiveness [14] that characterize the system, e-commerce could increase an organization’s ability to sense and respond to the market needs by collecting and disseminating market information throughout the organization. With that information, the organization could accurately assess or stimulate market demand and search for new markets. Making the right decision would in turn have a strategic impact that could change the relationship of the organization with its business rivals and customers.Despite the benefits provided by e-commerce,however, adopting e-commerce does not ensure competitive advantage, because the technologies are open and available to competitors [31]. Economic impacts do not emanate from IT investments directly, but through the value created by the interaction of the IT assets with the “complementary assets” of the firm [11]. Researchers [7, 26 and 30] propose that the ability to mobilize IT resources in conjunction with other resources is critical to superior performance. Therefore, corporations that see e-commerce integrated with its strategic orientation would be more likely to leverage complementary assets and achieve efficiency and effectiveness benefits. In other words, failure to recognize e-commerce as a part of corporate strategy is more likely to result in isolated initiatives or responses to competitive pressures that are less likely to leverage the full complement of organizational resources. Therefore, we propose:Proposition 1. There is a positive relationship between a firm’s perception of the importance of e-commerce as reflected in corporate strategy and firm performance.2.2. Market orientationMarket orientation centers on an organization-wide generation and dissemination of, and responsiveness to, customer intelligence [27]. Narver and Slater [34] widen this conceptualization of market orientation by breaking it into its three components: customer orientation, competitor orientation, and inter-functional coordination. They argue that the market concept is not limited to customers but should include a competitor orientation. In other words, a market orientated company would collect, dispatch, and swiftly respond to either or both customer’s needs and rival’s actions. Inter-functional coordination is, in fact, a function of intelligence generation, dissemination, and responsiveness. This study adopts Narver and Slater’s conceptualization but only focuses on customer and competitor orientation. As they argue, market-oriented firms would continuously acquire, process, and disseminate knowledge about market, products, technologies, and business information. Therefore, the third behavioral component is a part of the central essence of the first two.电子商务和企业战略:一个管理的角度看问题摘要：尽管在最近的美元价值的下跌以互联网为基础的业务,电子商务(EC)交易令人吃惊的是在增加。

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Project Budget Monitor and ControlAuthor：Yin Guo-liNationality：AmericanDerivation：Management Science and Engineering. Montreal: Mar 20, 2010 .With the marketing competitiveness growing, it is more and more critical in budget control of each project. This paper discusses that in the construction phase, how can a project manager be successful in budget control. There are many methods discussed in this paper, it reveals that to be successful, the project manager must concern all this methods.1. INTRODUCTIONThe survey shows that most projects encounter cost over-runs (Williams Ackermann, Eden, 2002,pl92). According to Wright (1997)'s research, a good rule of thumb is to add a minimum of 50% to the first estimate of the budget (Gardiner and Stewart, 1998, p251). It indicates that project is very complex and full of challenge. Many unexpected issues will lead the project cost over-runs. Therefore, many technologies and methods are developed for successful monitoring and control to lead the project to success. In this article, we will discuss in the construction phase, how can a project manager to be successful budget control.2. THE CONCEPT AND THE PURPOSE OF PROJECT CONTROL AND MONITORErel and Raz (2000) state that the project control cycle consists of measuring the status of the project, comparing to the plan, analysis of the deviations, and implementing any appropriate corrective actions. When a project reach the construction phase, monitor and control is critical to deliver the project success. Project monitoring exists to establish the need to take corrective action, whilst there is still time to take action. Through monitoring the activities, the project team can analyze the deviations and decide what to do and actually do it. The purpose of monitor and control is to support the implementation of corrective actions, ensure projects stay on target or get project back on target once it has gone off target。

3. SETTING UP AN EFFICIENT CONTROL SYSTEMFor the purpose of achieving cost target, the manager need to set up an efficient management framework including: reporting structure, assessing progress, and communication system. The employees' responsibility and authority need to be defined in the reporting structure. The formal and informal assessing progress can help getting a general perspective between reality and target. It is significant to help identify what is the risk and should be monitored and controlled. Project success is strongly linked to communication. The efficient communication system benefit for teamwork and facilitate problem solving ( Diallo and Thuillier, 2005 ).4. COST MONITOR AND CONTROL4.1 Ranking the priority of monitoringIn construction phase, many activities are carried out based on the original plan. It is need to know what kind of activities or things are most likely to lead the project delay and disruption. Therefore, the first step is ranking the priority of the activities. Because the duration of a project is determined by the total time of activities on critical path, any delay in an activity on the critical path will cause a delay in the completion date for the project (Ackermann Eden, Howick and Williams,2000,p295). Therefore, the activities on critical path should firstly to be monitored and controlled. Secondly, monitoring the activities with no free float remaining, a delay in any activity with no free float will delay some subsequent activity inevitably. These subsequent delays will discomfit the resource schedule significantly. Some resources are unavailable because they are committed elsewhere. Thirdly, monitoring the activities with less than a specified float, because if an activity has very little float, it might use up the time before control decision is made once such an activities has a variance with the target. Fourthly, managers should monitor high risky activities. High risky activities are most likely to overspend. Fifthly, managers should monitor the activities using critical resource. Some resource is critical because they are very expensive or limited (Cotterell and Hughes, 1995).4.2Methods of cost controlThe main cost of a project includes staff cost, material cost and delay cost. To control these cost, managers should first set up a cost control system to: a) Allocate responsibilities for administration and analysis of financial datab) Ensure all costs are properly allocated against project codesc) Ensure all costs are genuinely in pursuit of project activitiesd) Check that other projects are not using the budget.Then, managers should monitor and control change to the project budget. It means the following things:a) Concerned with key factors that cause changes to the budgetb) Controlling actual cost changes as they occur- Monitor cost performance to detect variances- Record all appropriate changes accurately in the cost baseline- Preventing incorrect, unauthorized changes being included in the cost baseline- Determine positive and negative variances- Integrated with all other control processes (scope, change, schedule, quality) As a project is dynamic, sometimes the project managers know the project is going out off target by monitoring, but don't know the best action to take. In this circumstance, net present value (NPV) should be used as an ongoing monitor and control mechanism, because NPV takes account of the time element and discounts future cash flows, it is the result of the time effect on cash4.3 Change monitor and controlVoropajev (1998) states that dynamic changes of project environment will influence the process of project implementation, the project itself and may cause heightened risk. When carried out some activities, the methods different from that in the original plan must be used to keep the process moving forward (as experienced under practice). Therefore, changes are inevitable and need to be managed during project life-cycle (Voropajev. 1998,p 16- 17) .An effective change control system should be established to ensure change procedure is clear and unambiguous and easy for employee to request a change. And the following things need to be concerned:a) Monitoring and forecasting most probable changes Key factors that generate change to ensure good results; make sure that change must be checked by suitable person.b) Changes should take place once it is approved and be monitored to check whether it worked as expectedc) All changes in project should be recorded in the project documentation (Voropajev, 1998,pl8).5. CONCLUSIONThis article shows the best methods of budget control. First, an efficient control system must be set up. Secondly, It is required to recognize and rank the important factors affecting budget target. Thirdly, manager should combine different control techniques to reach the success of a project.项目成本减少与控制作者：Yin Guo-li国籍：美国出处：管理科学与工程．2010.03.20随着市场竞争的激烈性越来越大，在每一个项目中，进行成本控制越发重要。

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