外文翻译--零售企业的营销策略
沃尔玛4Ps和4Cs营销零售企业外文文献翻译3000多字
沃尔玛4Ps和4Cs营销零售企业外文文献翻译3000多字文献出处: Metaxas D. The research of 4Ps and 4Cs marketing strategy in Wal-mart [J]. Journal of Applied Sciences, 2016, 12(5): 705-715.原文The research of 4Ps and 4Cs marketing strategy in Wal-mart Metaxas D.AbstractRetail trade is an important part of a national economy. Its development trend reflects a country's economy as a whole. Specifically, retailing is a barometer of a country and region economic operation condition, whether the coordinated development of national economy, social and economic structure is reasonable, in the first place in the field of circulation, especially in the consumer goods market. Every change and progress in retailing, has brought about the improvement of people's life quality, and even triggered a new way of life. Modern retailing is the combination of high investment and high-tech industry, under the new situation of the retailers use the most advanced computer and various communication technologies responding quickly to changes in consumer demand.Keywords: Wal-mart; 4Ps; 4Cs; Marketing strategy; Retail1 Literature reviewMarketing (Marketing), also known as Marketing, Marketing or Marketing, hereinafter referred to as "Marketing", refers to the individual or collective through creating, offering, and exchanging products and value with others, in order to get what they need and want a social and management process. This definition focuses on the marketing value orientation, containsthe core concept of mainly: needs, desires, and needs; Products; Value, cost and satisfaction; Exchange, trading and relationship; The market; Marketing and marketers. The origins of marketing from the late 19th century early 20th century the development of American industry, at that time, has not occurred against the background of modern marketing theory, but the idea of marketing is becoming more and more taken seriously by people.Until the 1960 s, American scholar Jerome McCarthy (e. J. Mc Carthy) in its "Marketing foundation" (Basic Marketing) book, put forward the classical theory of 4ps, namely Product (Product), the Price (Price), channel (Place), Promotion (Promotion) Marketing mix theory. With the progress of the society, the evolution of the marketing idea began to constantly sublimation, tothe late 1970 s and early 80 s, western scholars and enterprise management personnel to the enterprise marketing mode of development and evolution of a more in-depth analysis of the traditional 4ps marketing theory, made some changes and added in the Process of develop, according to the change of external marketing Environment and scholars have a different effect on the basis of the traditional 4ps added on the basis of 3 p, namely personnel (People), Process (Process) and the Physical Environment (Physical Environment) and the original 4ps theory formed new 7ps theory. American marketing master Philip kotler in the harvard business review in 1986 (3 ~ 4 months) published "on big marketing", its main idea of this paper think that for the enterprise market marketing, rights and public relations of these two factors along with the increasingly fierce competition is also very important, and puts forward the 6ps theory., followed by kotler is further put forward the strategic marketing concept, thus development puts forward 10ps, 11psmodel, makes the marketing theory has formed a comprehensive and huge marketing management system. Although scholars have its 4ps to 6ps, 7ps, even 11ps, however, is still at its core thought is 4ps, and theory in corporate profits as a starting point, and didn't mention due to consumer demand.American marketing expert professor Robert slaughter friends in advertising age in 1990 published "retire 4 p, 4 c appearance", this paper puts forward the corresponding to the 4ps to 4cs mode, 4cs theory stresses that enterprise should meet the needs of customers first, at the same time as much as possible to reduce the purchase cost of customers, take care of the customers to buy more fully in the process of ease, should also be effective two-way communication with customers in the end.4cs is the Customer (Customer), Cost (Cost), Convenience (convenient) and Communication (Communication).4cs theory compared with 4ps theory more meet the needs of the development of society, but 4ps still is the enterprise to carry out marketing activities can not lack of four basic foothold, is also the starting point of modern marketing theory. After entering The 21st century, such as amazon, Netflix online business model has achieved great success, in order to describe The business and economic pattern, Chris Anderson (2004) in its own wired magazine published "The Long Tail" (Tail), defined The "Long Tail" refers to those who would otherwise not be taken seriously and sales are small but The variety of product or service, and make The total cumulative produced huge qualitative change, The total revenue more than The mainstream products.2 The company profileWal-mart Stores co., LTD. (a Wal - Mart Stores, Inc.) (NYSE: WMT) is an American multinational chain, is also the world's mostprivate employers, employees more than 2 million people worldwide to join the big family of wal-mart. Walton family have wal-mart, 48% of the company's shares for wal-mart's largest holdings, is also the founder of the wal-mart. Company headquartered in Arkansas, the population of only 25000 people in the town in Bentonville, now the town has become the retailers, contractors, and the salesman will go places. Wal-mart first by Sam Walton in Arkansas in 1962 established a parity supermarket, at that time, the store is just a normal husband and wife, but after decades of development, now the company has more than 8500 stores in 15 countries spread around, ranks the first on the retail industry has been, if it only can be calculated by revenue, the company often fai performance won the top three. Wal-mart's main business form a wal-mart shopping plaza, Sam's club, wal-mart stores, wal-mart neighborhood market and other four types of stores each has its different functions.3 4Ps marketing strategy analysis3.1 Product strategy analysisRefers to provide products to the market to attract people's attention, to obtain, edible or consumption, to meet the need of some kind of desire or anything. As a retail enterprise, can bring something of value to the enterprise almost all concentrated in the sales of products, the products will be sold at enterprise satisfied price, is to determine whether the enterprise profit or conform to the enterprise strategic decisive standard. Therefore, the properties of the products are the foundation of the retail enterprise to survive.3.2 Pricing strategy analysisIn the marketing mix, price is the only factor to generate revenue; other factors can only appear as cost. Price is also themost flexible of the marketing mix factor, consumer sensitivity for the change in price is higher than other factors. So the retail industry in the most competitive price and the price competition is the number one problem. Wal-mart's market positioning is "everyday low price", so the goods must be low enough in wal-mart, wal-mart, in order to and subject to change at any time along with the change of the market prices of the goods, if wal-mart employees find that competitors in the same commodity price is lower than wal-mart, employees have the right to change the price, in order to avoid this shop commodity price competition at adisadvantage. In order to be able to effectively lower commodity prices, the company vigorously promoting employee life thrift, and using the advanced management concept and the computer system, to reduce the cost of production.3.3 Channel strategyRetail industry belongs to a kind of dili industry, retail enterprise entity retail locations around the environment affects the survival of the enterprise, so to speak so storefront location problem of retail enterprises is one of the key factors of competition it can attract consumers. Because the customer flow and high rent this contradiction relations exist between general, so retailers must fully understand their own advantages and disadvantages, then choose the best for their own development.3.4 Sales promotion strategy analysisPromotion (Promotion) refers to the seller with potential buyers or other personnel in the channel to communicate information, intended to influence the attitudes and behavior of others. Personnel promotion (personal shot) involves direct communication between sellers and potential customers, itsadvantage is that can get instant feedback and make proper adjustment, but also has the disadvantage of expensive. In the retail industry, personnel perform as long as the promotion of the guide by personnel and department manager to complete, therefore, staff training is very important. Make up a large proportion of the public promotion is the advertising, promotion although also can produce a lot of positive effect, but the company enterprise is difficult to grasp its results, therefore, general enterprise can adopt the form of advertising to promote their own products.4 Analysis of 4Cs marketing strategy4.1Analysis of customer strategyRetail business is a variety of customer requirements, must carefully analyze customer needs, can be targeted marketing activities, seize customers, improve customer loyalty to the company, to achieve wal-mart retail business marketing goals.4.2 Analysis of cost strategyHere refers to is not just the cost of the production cost of enterprise products, also covers the customer willing to pay to buy goods sold for the enterprise cost, outstanding strategy means that the cost of enterprise ideal for goods pricing, the product price is lower than the customer'spsychological price, and can make enterprise to obtain the expected profit. In addition, in the process of purchase, the purchase cost of customers not just monetary expenditures for the customer, include the amount of time in the process of shopping, strength, energy, and buy the risk.4.3 Analysis of convenient strategyCustomers at the time of purchase of goods or services, in addition to pay monetary cost, also need to pay the time, energy,physical strength, learning cost, that is to say, when customers want to obtain goods or services, to get the goods or services between the actual distance, the distance, which may be time, might also be the distance, also may be thought of.4.4 Analysis of communication strategyUnder the traditional 4ps marketing theory, the enterprise sales promotion behavior is the enterprise of the single direction for the center to the customer for sales and persuasion, devoid of the customer's subjective initiative, is a kind of low efficiency and low efficiency of the marketing strategy.4cs is that between customers and enterprises should establish a multi-channel bidirectional communication channels, as seamless as possible for positive and effective communication with customers, the establishment of the maximum possible new business/customer relationship based on common interests. In order to retain the loyalty of customers, the company also for some goods after-sale protection services, have detailed records for each commodity, to prevent any mistakes after unable to contact the customer.译文沃尔玛4Ps和4Cs营销策略研究Metaxas D摘要零售业是一个国家经济的重要组成部分，其发展趋势反映了一个国家的总体经济走向。
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。
外文翻译 零售企业的营销策略.
毕业设计译文题目名称:零售企业的营销策略院系名称:经济管理学院市场营销班级:学号:学生姓名:指导教师:零售企业的营销策略Philip Kotlor今天的零售商为了招徕和挽留顾客,急欲寻找新的营销策略。
过去,他们挽留顾客的方法是销售特别的或独特的花色品种,提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。
可是,现在这一切都已变得面目全非了。
现在,诸如卡尔文·克连,依佐和李维等全国性品牌,不仅在大多数百货公司及其专营店可以看到,并且也可以在大型综合商场和折扣商店可以买到。
全国性品牌的生产商为全力扩大销售量,它们将贴有品牌的商品到处销售。
结果是零售商店的面貌越来越相似。
在服务项目上的分工差异在逐渐缩小。
许多百货公司削减了服务项目,而许多折扣商店却增加了服务项目。
顾客变成了精明的采购员,对价格更加敏感。
他们看不出有什么道理要为相同的品牌付出更多的钱,特别是当服务的差别不大或微不足道时。
由于银行信用卡越来越被所有的商家接受,他们觉得不必从每个商店赊购商品。
百货商店面对着日益增加的价格的折扣店和专业商店的竞争,准备东山再起。
历史上居于市中心的许多商店在郊区购物中心开设分店,那里有宽敞的停车场,购买者来自人口增长较快并且有较高收入的地区。
其他一些则对其商店形式进行改变,有些则试用邮购盒电话订货的方法。
超级市场面对的是超级商店的竞争,它们开始扩大店面,经营大量的品种繁多的商品和提高设备等级,超级市场还增加了它们的促销预算,大量转向私人品牌,从而增加盈利。
现在,我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。
一、目标市场零售商最重要的决策时确定目标市场。
当确定目标市场并且勾勒出轮廓时,零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。
如沃尔玛的目标市场相当明确:1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。
品牌营销策略外文翻译文献
品牌营销策略外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：Brand Strategy ResearchKapferer,J.HEconomic globalization,how to adapt to international trends,establish,a strong brand and enhance our competitiveness,have become pressing issues facing enterprises.Based on the analysis of the development of corporate marketing brand strategy in enterprise marketing role.Enterise needs to sue a variety of means ofcompetition to increase brand awarenss, improve brand positioning, an create a good brand image.First, Japanese brands across the board defeat.November 22,2006 morning, NEC announced that it would withdraw from 2G and 2.5mobile phone market ,which means that, following Sharp, Panasonic, Toshiba, Mitsubishi, Sanyo, a Japanese mobile phone manufacturers later withdraw from the Chinese market, Japanese mobile phone has almost all except Kyocera 2G mobile phone market in China out of contention.If we sum up the Chinese household appliance market, today any different from ten years ago,I think the biggest difference is that Japanese companies in China, Japanese home appliance market downturn, the following main reasons: First, rigid enterprise system, decision-making difficult, the reaction was slow, incompatible with the reality of the Chinese market ,it is difficult to adapt to the rapidly changing Chinese market;2 is weak in marketing ,product planning capacity is not strong ,it is difficult to judge according to their marker lacunch to meet consumer demand and forecast products, follow the trend has been in a passive situation, can not satisfy market demand; Third, failure to grasp the industry best time to transition is the Japanese home appliance companies lose an important reason for market dominance.Japanese companies come to the edge in the Chinese market is causing companies tothink deeply about our nation ? To make the internanational route and whether the enterprise of“Japanese Company”to the lessons learned behind?Second, the brand strategy implementation in China the Current Situation Many old famous“flash in the pen”Chinese and foreign enterprises in the Chinese market the brand war;just grow up to be a great impact on national brands. The last century, a little-know 80’s brand ,not being registered by trademark, is to be acquired, squeeze, even if the residue is hard going down really developed very limited.Here atypical case, the last century 80s to early 90s,he worked in air conditioning sector hit wonders of the Warburg in 1998,was acquired Kelon,the subsequent deline in brand image is repeated.Brand strategy has been an increasing emphasis on domestic enterprises caused the government to support.Since the 80s of last century reform and opening up,China’s socialist econonomic construction has made remarkable achievements. From a planned economy to market economy era Chiness companies, brand management has grown out of nothing.Information,local governments at all levels of emphasis on brand-name,organization promoting the efforts,policies measures have greatly ehangced Qinghai, Shenzhen, Wuhan, Ningbo, Shenyang and other cities on the Chinese famous erterprises incentives to 100 million,on Dali an 3 million Yuan ,on brand-name companies have been cities for the 100000yuan reward-200000yuan.Japanese 8th 2009 year to Japanese 11th,the 40th International Consumer Electronics Show(CES) in Las Vegas Ventian hotel opening.National enterprises in the CES,we achieve superior results.It is understood that this year there are 4000 people registered to participate in China CES,including manufacturers,media and spectators,in the exhibition hall,there are 327 exhibitors.Haier is the world’s most authoritative consumer electronics industry media “TWICE”named for the Chinese consumer electr onics brand.3.The status of foreign brands in most sectors is still difficult to shake However,we should also see the face of numerous products on the market,allows consumers blurted out genuinely few domestic brands.With the opening up further,to a number of big companies have to squeeze into the Chinese market,Chinese market,a time filled with“sony”,“Coca-Cola”，“rejoice”，“Benz”and various other internantional brands,many of these names foreign brands violently hitting the national brand in China.Although the appliance industry ,led by haier brand,“Konka”，“Changhong”，“TCL”and other domestic brands have developed well,but with the “Sony”,“Panasonic”“Samsung”and other brands,they are still there competitive disadvangtage;in the IT industry,“Lenovo”，“Founder”，“Great Wall”and other countries compared to ,brand awareness is still insufficient;in Consumer Goodsmarket,“P＆G”，“Oliver”，“Henkel”，and other international companies have formed the three pillars.Third,the brand strategy implementation in China Problems and Errors. Currently,Chinese brands have a huge international marker opportunity and space for international brands has been inevitable,but there are also brand building is not unsatisfactory.Our Enterprise Brand Building Problems：Factors from the point of micro-enterprises themselves:there is a lace of technology development,brand competitiveness is not strong;brand personality,lack of innovation and development capacity;small-scale production and management,brand development lack of overall planning;ability of weak erports and internantional operations,Brand awareness is not strong;brand positioning is not clear,there is a large range of factors such as blindness.Speaking from the macro social factors:social mechanisms need to be improved,policies and regulations support the neeed to further strengthen the country’s industrial policy,export-oriented policies for different sectors play different role in the country’s industrial policy,export-oriented policies for different sectors play different role in the promotion and limitation,the financial environment for business investment capacity and market expansion ability and the important influence.The establishment of market system in China has for many years,despite a significant improvement but still not perfect,ther still has not really adapt to the market economy,consumer psychology has not yet fully mature.2.The current situation of global economic integration, the error of the brand strategy implementation(1)Ignore the brand investment,profit-orientedBackground of economic globalization, international competition is increasingly reflected in the brand’s competition, the overwhelming majority of the modern world famous multinational companies with particular emphasis on the use of brand strategy, brand such a full range of output through the form of multinational corporations gradually occupationof the internantional market. it is no exaggeration to say that now,the brand has achieved global strategic objectives of transnational corporationssharp weapon,is an important means to achieve capital expansion.Rome was not built in a day cold .Brand never be in the short term invented to be a long process of accumulation. Many enterprises do not clearly recognize this point,attempt to create a brand in a short time,but ignored the long-term planning and strategy.(2)Brand strategy is a systematicThe implementation of brand strategy is a systematic,enterprise strategy and the overall development of an important component of competitive strategy.The implementation of brand strategy is to rely on their overall quality and overall image enhancement,the need for scientific management idea and superb operational skills,but quit a few brand planner in this regard was particularly poor performance and immediate impact brand development ,practical work in the emergence of many such errors:If that job is to create a brand to take a good brand is drawing a satisfactory visual signs only;Advertising is the only way to cuoltivate well-known brands,in addition to adbertising in the media ,big,the other no attention;scale enterprise product once formed,well-known brands on the naturally established;well-known brand is equivalert to high price,to be unrealistically improve the product price.Some companies even to furthrer in the brand Wrong Operation not hesitate to give up their own brand business,with foreign companies,brands,or to sell its own brand low-cost transfer,such as our persent more than 20 million“three capital”enterprises,there 90% of the joint venture using the foreign brands;clean silver toothpaste fctory in Ghuangzhou to 2 million yuan cheap to transfer to joint ventures and other brands,is one such outstanding erample of the terrible consequences of today has become increasingly apparent-lost domestic enterprises own brand,product and intellectual property rights,national industrial competitiveness lie!(3)Product is the enterprise competitive advantage in the market can be quickly imitated by competitors,beyond,the brand is insurmountable,real and lasting competitive advantage comes from innovation,in order to “change”shouldbe “status quo”Brand is the concentrated expression of the core competitiveness.The market isconstrantly changing face of any brand at any time to be out of danger .Too much emphasis on the existing achievements,do not attach importance to innovation,leading to a lot of brand-name“dismount”the major reason.Coca-Cola’s former chiefmarketing officer Sergio Zyman,“the brand is only the company logo products and services are different from competitors,is the most effective weapon to open up the market,excellent brand can make your product stand out.”Products physical properties,quantity,price,quality,service is very easy to make your product stand out.” Products physical properties, quantitiy, price, quality,service is very easy to imitate competitors, Er brands, along with the product itself,also includes an attatched product to cultural background, emotional, consumer cognition invisible things,so that enterprises Yong Yuan Li in the competition undefeated.Consumer awareness deciding the fate of the brand has a direct impact on consumer awareness.Brand is the difference deciding the fateof the brand has a direct impact on consumer awareness.Brand is the difference between the market enterprise important symbols is the benchmark for consumer spending to brand as the core has become a cor porate restructuring and reallocation of resources an important mechanism.In addition,enterprises should learn from successful exiperiences abroad to enhance their design and development capability.Enterprises should dare to challenge the new technology revolution to create their own brand, and increase market competitiveness; We must work hard in the value of differentiation has been directly determined to achieve the final product sales,personal services are indispensable!2.To strengthen marketing,improve brand awareness,brand strategy will be organically integrated in their overall strategy to promote the overall development strategy.The implementation of brand marketing is an important part of the strategy.By choosing the right marketing approach can be effectively used to brand a household name brand,expand market share.Brand strategy is not an isolate task,but the overall development strategy and business are closely related.A successful brand names more than just a brand its own thing,related to business management of all major strategicdecision,these major strategic decision,these major strategic decisions were consciously carried out around to expand.翻译：企业品牌战略研究卡普费雷尔，J.H在经济全球化的今天，如何适应国际化潮流，建立强势品牌，提高竞争能力，已经成为国内企业面临的迫切问题。
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。
营销策略业务英文文献及翻译
营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s solution but demands attention. The success of an enterprise and development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding of your customers. This approach usually is referred to as the marketing concept.Putting the customer first is probably the most popular phrase used by firms ranging from giant conglom erates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach -- "Come buy this great product，if you dedicate your activities e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate customers satisfaction and loyalty, and can create enterprise value.Any marketing program has a better chance of being productive if it is timed, designed and w ritten to solve a problem for potential customers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding of enterprise marketing strategy to improve the operations of enterprises.2 The marketing conceptMarket positioning is identifying the target market, enterprises will adopt what marketing m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences and show differences. Today too many similar products, consumers how to choose? Consumers buy what is the justification? On the effective positioning for a solution. Positionin g is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions; If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterpri ses can often compete in an advantageous position.Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。
外文翻译---企业网络营销策略的面对机遇和挑战品牌管理的特殊的问题
标题：E-marketing Strategy of Challenges and Opportunities Facing Brand Management: An Introduction to the Special Issue原文：Investor Expectations and Brand Equity Brand managers may be subject to the whims of skittish investors devoted to quarterly earnings statements. Unprecedented levels of merger and acquisition activity on Wall Street in the late 1980s, often involving leveraged buyouts, loaded buying companies and their managers with heavy debt. Squeezed by pressure from investors and lending institutions, brand managers have felt pressures to ( 1) produce short-term cash flows to meet debt coverage; ( 2) produce steady, predictable growth in earnings; and ( 3) justify how and why they expect investments in marketing strategies to add value to the company. They have responded in predictable ways to enhance short-term cash flows. First, brand prices increased faster than inflation across many product categories, increasing the vulnerability of national brands to growth by private labels of similar quality. This led to "Marlboro Friday" (April 2, 1993), when Philip Morris dramatically reduced prices to stave off competition from lower-priced cigarettes and set a precedent for other firms (Giles 1993). Second, as noted, brand managers have increased reliance on trade and consumer discounts while reducing spending on advertising. Because of slow decay in the short term, cuts in advertising have fallen straight to the bottom line. Advertising's share of the marketing budget has shifted downward from over 60% to less than one-third (Landler, Schiller, and Therrien 1991). Some marketers maintain that advertising builds long-term profitability through image differentiation, whereas promotions dilute brand value by focusing on price and discounts rather than a product's distinctive features and benefits. Others question the long-term value of advertising (always difficult to measure precisely) and focus on the visible ability of promotions to affect sales. Boulding, Lee, and Staelin (1994) provide evidence for the long-term benefits of advertising and sales over promotions in creating product differentiation, possibly resolving the controversy.The quest for steady, predictable growth in profits has led to seeming risk aversion on the part of product managers. Cost savings have made it easier to introduce "newproducts" using existing brand names. The result has sometimes been a focus on incremental improvements rather than genuinely new products capable of outmaneuvering existing products or opening up new markets. Reliance on brand name alone or relatively minor product changes to differentiate an offering simply results in mindless extensions and competitive clutter. Although it probably has prevented inroads by lower-priced alternatives in a few categories, in others it has led to increased buyer confusion and resistance. The trade, ever pressed for valuable shelf space, has responded with an array of special fees to discourage such proliferation. And it has affected adversely previously well-defined brand meanings and identities (Broniarczyk and Alba 1994). General Mills, for example, seemingly ignored established brand associations when it introduced Multi-Grain Cheerios. It originally treated this as a new flavor rather than recognizing the inconsistency with Cheerios' long-term nutritional association with oats. Another product, Honey Gold Wheaties, has brought associations of added sugar to a well-established brand known as the "Breakfast of Champions." Although these products remain on the market, they have potential to dilute the equity in the original brands (Loken and John 1993).Previous research dealing with brand extensions had identified sound bases for success and found brand affect and the similarity between original and extension product categories as important factors (Aaker and Keller 1990; Keller and Aaker 1992). Several articles in this special issue offer additional insight to aid brand managers. Broniarczyk and Alba (1994) focus on the role of "brand-specific associations" as distinct from category-specific ones. Their findings indicate that these associations actually may dominate brand affect and category similarity. Extensions to dissimilar categories that value the brand association should be more preferred than those to similar categories that do not. Their research also provides a rationale for why brands can extend successfully to dissimilar product categories. Dacin and Smith (1994) discuss two experiments and a consumer survey that examine the effects of three brand portfolio variables on the favorability of and confidence shown by consumers' judgments regarding future extensions. Their research suggests that brand extension success is affected by the portfolio of products associated with the brandand extending into many different product categories may be beneficial for a brand so long as the variance in quality remains low throughout the portfolio.Also, the brand manager often can implement line extensions in which minor variants of a single product are marketed under the same brand name. Research reported by Reddy, Holak, and Bhat (1994) assembles an extensive cross-sectional and time series database from a variety of sources and, using econometric analyses, empirically investigates the determinants of success for line extensions in the cigarette industry. The authors note the consistency of their empirical findings with propositions that previously had been based on experiments or argued primarily on conceptual grounds. They also provide further support for the conclusion of Dacin and Smith that, when managed well, extensions help in building equity.For brand management generally, probably the most positive outcome of recent merger and buyout activity is that corporate managers now increasingly recognize brands as critical assets. Brand management is a formal component of corporate strategy. Sara Lee, for example, has made building brand equity a major corporate goal. The company has mastered the art of applying its brand management skills in markets that traditionally have been fragmented or dominated by private labels. It buys leading brands and gradually builds brand strengths ultimately to "own" the product market--for example, the company has nurtured high profile brands like Playtex and Hanes in the packaged apparel market. This emphasis on building and then leveraging brand equity for greater profitability has enabled Sara Lee to utilize its core competence (brand management) in markets far removed from its origins in packaged foods. Tylenol has been able to leverage endorsements from medical professionals to develop an image of safety and "gentleness on the stomach." It owns over 70% of the acetaminophen market, despite other chemically identical products selling for considerably less.Aaker and Jacobson (1994), from their study of the effect of perceived quality (a concept related to brand equity) on stock price movement, argue that brand managers should convey to Wall Street analysts information about the brand's quality image as well as financial information, to better depict long-term prospects for their brands.Their expectation is that financial analysts would rely less on short-term measures of business performance and brand managers will be freer to undertake strategies necessary for ensuring the long-term viability of their firms. Ancillary evidence comes from the J.D. Power & Associates satisfaction surveys, which continue to have a powerful impact on the products and brands evaluated. When Dell Computer was rated first in buyer satisfaction, both its sales and stock price went up. Managers at Warner Lambert were able to justify an expensive long-term campaign to target its antiallergen drug, Benadryl, to end users (patients rather than physicians), and the result was a fivefold increase in sales over four years.Changing Consumer Markets .It is at the product-market level that broad environmental forces are transformed into specific competitive threats and opportunities that require new and creative brand management responses. Both customers and competitors learn and adapt. Once PC buyers learned that IBM-compatible clones were reliable and used the same components as name brands, they refused to pay hefty price premiums for IBM or Compaq. The introduction of Microsoft "Windows" improved the user-friendliness of PCs and drove Apple and IBM-compatible computers closer together and made each more vulnerable to price competition from the other. Corporate downsizing and corresponding reduction in in-house purchasing expertise may imply increased importance for intangible "product" components such as the service and relationship dimensions. This shift may cause an increase in the importance of corporate brands and bring reward to reputations that are compatible. The brand manager must become ever more sensitive to these possibilities.The usefulness of brands. The value of a brand name is associated closely with its awareness, quality perception, and the customer satisfaction engendered by related products and offerings, among others (Aaker 1991). Brands are symbols that consumers have learned to trust over time, and they often signal intangible product qualities (Erdem 1993). This signal is often based on "experience attributes" such as perceived reliability, quality, and safety (Nelson 1970) that products and related marketing programs afford. Such intangibles often lead to more defensible advantagesfor the firm relative to "search attributes" (physical features and prices that are readily comparable across brands via inspection or information search) because consumer learning time and experience opportunities are limited. Search attributes, moreover, often can be copied readily by competitors, and it is only when they have not been (because of insufficient time, patent protection, proprietary production and distribution processes, or creative promotion), that they also contribute to brand equity. Broniarczyk and Alba (1994) provide empirical support for this signaling interpretation of brand equity.Customer satisfaction and "relationships" with a brand provide it protection from competition--for example, Tylenol was able to hold off initiatives by Datril and Panadol, in spite of multimillion dollar marketing campaigns. And sometimes satisfaction offers protection from the company's own mistakes; for example, consumer involvement with the Coca-Cola brand kept the product alive when the company introduced New Coke. Relationships put any single action in perspective, its importance evaluated against the background of previous experiences with the brand. Consequently, managers have found that satisfied customers often have many desirable characteristics--they buy more, are willing to pay more, incur lower sales and service costs, and provide referrals. This has spurred brand managers to focus on customer satisfaction as a measure of operational success.Measuring market change. Because it is inherently individual and multidimensional, brand equity can be difficult to measure, and even an appropriate measure can depend on user purpose. A variety of measures have been proposed in the literature or offered as the proprietary products of market research and advertising firms (Srivastava and Shocker 1991; Winters 1991). Each has strengths and weaknesses and must be evaluated in light of brand management's purposes. Yet measurement and tracking over time and possibly international boundaries is essential if brand managers are to manage and control brand equity effectively. Changes in measures provide feedback on the effectiveness of past actions taken or signal a need for possible future concerns. The multiattributed approach proposed by Park and Srinivasan (1994) uses a self-explicated version of conjoint analysis to provide a quantitative measure,expressed in terms of relative market share or price premium. It is one of the few individual-level (in contrast to aggregate) approaches proposed. By measuring at the individual level, the Park and Srinivasan approach provides insight to brand equity for each relevant market segment. The brand manager gains understanding of the relative contribution of product attribute perceptions and nonattribute imagery to the brand equity for different segments and enables valuation of a brand's extension to different product lines and other markets.The rapid increase in market information for managing brands, particularly front scanner technology at the retail level, has had a major effect on how brand management decisions are made. Such research data are more objective and can be collected and processed in a timely fashion. Often historical data for a product category are immediately available to the manager when the need for them arises. Increasingly, more and better decision aids have been created to analyze such data. Russell and Kamakura (1994) propose ways in which the differential strengths of data collected at the household (micro) and store (macro) levels might be combined to offer the brand manager more detailed information about brand preferences and socioeconomic characteristics of buyers (and segments), along with information regarding the sensitivity of the market to price promotions, the impact of a brand's strategy on competitors, and the vulnerability of the brand to competitive actions. The work of Chintagunta (1994) illustrates the growing sophistication of methods available for leveraging the use of scanner data. He proposes and tests an easier-to-implement method that obtains brand positions on a product market map and the distribution of preferences across households while accounting for effects of marketing variables on brand choice.At the same time, many firms have reduced the size of their internal advertising/marketing communications and marketing research staffs in response to the demands for increased efficiencies and reduced overhead. Marketing research also increasingly has been outsourced to suppliers, with the staff functions within the firm being downsized. As the need for integrated communications increases and internal staff support for this function is reduced, the role of the brand manager in the criticalareas of planning and execution of marketing communications for the brand has broadened. Larger advertising agencies and marketing research suppliers have improved their ability to supply a strategic focus. Yet such changes imply that greater responsibility for strategic direction and initiating needed research will be thrust on the brand manager. More creative use of existing data, such as that suggested by the Russell and Kamakura and Chintagunta proposals, will help, but more innovative studies requiring primary data collection will possibly suffer.CONCLUSIONSNeedless to say, brand managers appear increasingly challenged. The world of the brand manager is complex and becoming more so. Technology is at once a curse and an opportunity-while creating new capabilities for the brand manager, it also provides a need for new skills and different vision. The forces brand managers face are not temporary. If anything, they increase the need for the type of coordinated management brand management traditionally has as its strength. Brands continue to have value in a competitive marketplace and undoubtedly will continue to exist. Although specific organizational forms may change, brand management itself will adapt and thrive as managers accept new challenges by improving their competitive ability (Low and Fullerton 1994).出处：By Allan D. Shocker, Rajendra K. Srivastava and Robert W. Ruekert Allan D. Shocker is the Curtis L. Carlson Professor of Marketing, University of Minnesota. Rajendra K. Srivastava is the Sam Barshop Professor of Marketing, Chair of the Marketing Department, and Charles LeMaistre Fellow at the [C2 Institute of the University of Texas at Austin. Robert W. Ruekert is an Associate Professor of Marketing, University of Minnesota. They served as coeditors for this special issue on Brand Management.标题：企业网络营销策略的面对机遇和挑战品牌管理的特殊的问题译文：投资者期望和品牌形象，品牌经理可以服从反复无常的投资者，给致力于季度收入报表。
毕业论文外文文献翻译-零售企业的营销策略
零售企业的营销策略Philip Kotlor今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。
过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。
可是，现在这一切都已变得面目全非了。
现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。
全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。
结果是零售商店的面貌越来越相似。
在服务项目上的分工差异在逐渐缩小。
许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。
顾客变成了精明的采购员，对价格更加敏感。
他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。
由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。
百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。
历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。
其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。
超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。
现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。
一、目标市场零售商最重要的决策时确定目标市场。
当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。
如沃尔玛的目标市场相当明确：1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。
这是一家庞大的的仓库是商店，旨在以最低的价格向小城镇的美国人销售各种商品，从服饰到零件以及小型用具等。
英语作文-教育培训出版物零售行业的市场营销策略
英语作文-教育培训出版物零售行业的市场营销策略Marketing Strategies in the Education, Training, and Publishing Retail Industry。
The education, training, and publishing retail industry is a dynamic sector that requires robust marketing strategies to thrive in today's competitive landscape. This article explores effective marketing approaches tailored to this niche market.Understanding the Target Audience。
First and foremost, successful marketing in this industry hinges on a deep understanding of the target audience. Educational products and services cater to diverse demographics, including students, parents, educators, and institutional buyers. Each segment has distinct needs, preferences, and purchasing behaviors that must be carefully researched and analyzed.Segmentation and Personalization。
Segmentation plays a crucial role in developing personalized marketing strategies. By dividing the market into segments based on factors such as age, educational level, and interests, retailers can tailor their messaging and offerings more effectively. Personalization further enhances customer engagement by delivering relevant content and recommendations that resonate with individual needs.Content Marketing and Thought Leadership。
国际贸易、市场营销类课题外文翻译——市场定位策略
Positioning in PracticeStrategic Role of MarketingFor large firms that have two or more strategic business units (SBUs), there are generally three levels of strategy: corporate-level strategy, strategic-business-unit-level (or business-level) strategy, and marketing strategy. A corporate strategy provides direction on the company's mission, the kinds of businesses it should be in, and its growth policies. A business-level strategy addresses the way a strategic business unit will compete within its industry. Finally, a marketing strategy provides a plan for pursuing the company's objectives within a specific market segment. Note that the higher level of strategy provides both the objectives and guidelines for the lower level of strategy.At corporate level, management must coordinate the activities of multiple strategic business units. Thus the decisions about the organization's scope and appropriate resource deployments/allocation across its various divisions or businesses are the primary focus of corporate strategy.Attempts to develop and maintain distinctive competencies tend to focus on generating superior financial, capital, and human resources; designing effective organizational structures and processes; and seeking synergy among the firm's various businesses.At business-level strategy, managers focus on how the SBU will compete within its industry. A major issue addressed in business strategy is how to achieve and sustain a competitive advantage. Synergy for the unit is sought across product-markets and across functional department within the unit.The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm's objectives within a specific product-market. The decisions about the scope of a marketingstrategy involve specifying the target market segment(s) to pursue and the breadth of the product line to offered. At this level of strategy, firms seek competitive advantage and synergy through a well-integrated program of marketing mix elements tailored to the needs and wants of customers in the target segment(s).Strategic Role of PositioningBased on the above discussion, it is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning. Marketing mix strategy refers to the process of creating a unique blend of product, distribution, promotion, and pricing strategies (the four Ps) designed to satisfying the needs and wants of customers. Target market strategy and marketing mix strategy are closely linked and have a strong interdependence. The position of a product identified from the target market strategy serves as a guideline for formulating marketing mix strategy.Market segmentation is the process by which a market is divided into distinct customer subsets of people with similar needs and characteristics that lead them to respond in similar ways to a particular product offerings and strategic marketing programs.Targeting or target market selection is the process of selecting a segment or segments to serve by evaluating the relative attractiveness of each segment, the benefit sought, and the firm's relative business strengths.Finally, positioning is the process of designing product offerings and developing strategic marketing programs which collectively create an enduring competitive advantage in the target market.The concept of target market strategy especially positioning is well-known and widely accepted by most marketing practitioners especially consumer goods managers as useful Atheoretical concepts in formulating marketing mix strategy. In practice, however, marketers tend to bypass formal positioning and go directly to formulate marketing mix strategy. This may be due to the fact that these managers do not know how to obtain perceptual maps, which are maps that show the positions of products on a set of primary customer needs.The objective of this paper is to demonstrate a practical way for marketing practitioners to obtain perceptual maps for positioning and marketing mix strategy formulation. Specifically, perceptual mapping and its relation to positioning are first discussed. This is followed by discussion of statistical techniques that can be used to create perceptual maps. Finally, a example of positioning process by factor analysis is demonstrated.Perceptual Mapping: Identification of StrategicBenefitsPositioning is the perceived fit between a particular product and the needs of the target market, and thus positioning concept must be defined relative to the customer’s needs and competitive offerings. It is one of the most important strategic concepts because it is concerned with differentiation. Positioning reflect the careful efforts of marketing firms to portray the benefits they offer customers and to differentiate themselves from competition. Positioning is critical for a product=s success. Not only must the product deliver the benefits the customer needs, but it must do so better than competition.Effective positioning requires assessing the positions occupied by competing products, determining the important dimensions underlying these positions, and choosing a p osition in the market where the organization’s marketing efforts will have the greatest impact. An essential tool for strategic benefit positioning is perceptual maps.Customer Needs and Perceptual Mapping: Method and ProceduresPerceptual maps represent the positions of products on a set of primary customer needs. Perceptual maps visually summarized the dimensions that customers use to perceive and judge products and identify how competitive products are placed on those dimensions. In practice, marketers need to know the number of dimensions, the names of those dimensions, what more detailed customer needs make up the dimensions, where competition is positioned, and where the ideal position for a new product or for repositioning is.A set of useful consumer behavior model has been developed to handle consumer attitudes toward various brands in a marketplace. Hauser and Urban (1977), in a new-product setting, describe the processing of product attributes as compression into smaller number of aggregate dimensions called Aevaluation criteria. The central idea is that the brands in a market can be represented as a set of points in a multidimensional space. The axes of this space represent the perceived attributes that characterize the stimuli. Two main analytical approaches most frequently used to derive evaluation criteria and build perceptual maps are decompositional methods, based on multidimensional scaling, and compositional methods, based on factor analysis (Lilien and Kotler 1983). Each of these procedures is discussed in the following section.Multidimensional Scaling (MDS)Multidimensional scaling (MDS) is a set of procedures in which a reduced space of product alternatives reflects perceived similarities and dissimilarities between products by the inter-product distances.mensional scaling to create perceptual maps:1.Have customers evaluate existing products according to their relative similarity and form an average proximity matrix whose entries represent the similarities or dissimilarities among the products for each group of customers you wish to analyze.e multidimensional scaling to produce a map in 2, 3, ... dimensions.3.Based on managerial judgments, limitations owing to the number of stimuli, and a plot of Astress select the appropriate number of dimensions.4. Name the dimensions based on the relative position of the stimuli or a regression of the map coordinates on attribute ratings.Multidimensional scaling is a powerful technique, but it must be used with caution. Several issues need to be considered. The first issue is concerned with the number of stimuli (i.e., products) needed. Klabir (1969) shows that at least eight products are needed to create a good two-dimensional map. Green and Wind (1973) suggest that the number of dimensions should be less than one-third of the number of products. The second issue is concerned with the naming of the dimensions. Theanalyst generally names the dimensions by using knowledge of the product category to explain best the products= positions. This procedure is arbitrary and involves a high degree of creativity. The final issue is concerned with the number of dimensions. There is little theory to guide the selection of the number of dimensions. However, the stress measure obtained from MDS can be plotted against the number of dimensions to determine when marginal changes in stress are becoming small.Widely used, user-friendly statistical packages such as SAS and SPSS contain the programs for multidimensional scaling. For example, in SPSS, one can obtain a multidimensional scaling analysis from the statistics menu by choosing scale and then multidimensional scaling.Factor AnalysisFactor analysis was originally developed in connection with efforts to identify the major factors making up human intelligence. Educational and psychological researchers did not believe that every test in an educational battery measured a different facet of intelligence. In fact, test scores for certain pairs of tests were highly inter correlated, indicating that a more basic mental ability underlies test performance. Factor analysis was developed to explain these intercorrelations in the test results of a few basic intelligence factors, subsequently identified as verbal ability, quantitative ability, and spatial ability. Since that time, factor analysis has been applied to many other problems and is a frequently used technique in performing product-evaluation analyses in marketing.The basic factor-analysis model assumes that original perceptual ratings about a product are generated by a small number of latent variables, or factors, and that the variance observed in each original perceptual variable is accounted for partly by a set of common factors and partly by a factor specific to that variable. In the construction of a perceptual map by factor analysis, the positions of the products/brands studied can be obtained by averaging the factor scores of the respondents for each product/brand. Factor scores are calculated from the matrix of factor-score coefficients, which describes factor scores as a linear function of the original ratings.To use factor analysis to create perceptual map:1. Have consumers rate all the products/brands under studied, one at a time, on a set of product attributes. You can use Likert scales (scales anchored with strongly agree and strongly disagree) or semantic differential scales (scales with bipolar adjectives) in your questionnaire.2. Analyze the data by factor analysis with rotation (e.g., with varimax rotation). Also request for factor scores for all the products/brands.3. Average the factor scores over all the respondents for each product/brand.4. Use the average factor scores for each product/brand as coordinates to plot the position on the perceptual space. Normally, two-dimensional maps are meaningful and easy to understand. If more than two factors are extracted/identified from the set of product attributes, more than one two-dimensional maps may be generated.5. Use factor loading table, which is an output representing the correlations between the attribute scales and the factors that the computer algorithm identified, to name the factors.6. Theideal line (representing the relative importance of the factor scores in determining attitude toward the brand) can be identified from the multiple regression function with attitude as the dependent variable and factor scores as the independent variables.Factor analysis is a very powerful and useful technique for producing perceptual maps. There are also many software for PC that contains this statistical technique (e.g., SPSS, SAS, BMDP).In this session, we briefly went through the concepts of target market strategy (which consists of market segmentation, targeting, and positioning), strategic brand management, and positioning research. Then we went through the concept and the steps in the data analysis for positioning research.Target Market StrategyTarget market strategy is the process of identifying one (or more target markets) and its (or their) unique positioning(s). Target market strategy consists of (1) market segmentation, (2) targeting, and (3) positioning.Market Segmentation. Market segmentation is the process of segmenting a heterogeneous potential market into a few or several homogeneous segments. In other words, customers in a potential market may have different preferences. As such, it is not effective and efficient to teach all of them by one product and one plan. To be effective and efficient, a manager needs to group the potential customers into group according to their unique preferences and serves one or more of these groups according to the company's strength. The other way to look at market segmentation is that it is the process to test if the potential market is homogeneous in terms of preferences. Good market segmentation should result in segments with the following characteristics: (1) substantiality ( i.e., each segment is large enough), (2) profilability/identifiability/measurability (i.e., each segment can be described in terms of demographic or psychographic characteristics), (3) accessibility (i.e., the media consumption and shopping behavior can be identified), and (4) differential responsiveness (i.e., each segment has a unique preference).Targeting. Targeting or target market selection is the process of selecting one or more segments to be the target market or target markets. The segment(s) is(are) chosen by matching the strengths/ability of the company to serve the segment with the profit potential in each segment. GE Matrix (market attractiveness versus business position) is a good tool for targeting.There are four targeting strategies that you can use: (1) concentrated or focused targeting strategy (i.e., selecting one large segment to be your target market), (2) multi-segment or differentiated targeting strategy (i.e., selecting two or more large segments to be your target markets with a unique positioning for each of them), (3) mass targeting strategy (i.e., selecting two or more or all segments to be your target market with only one positioning for all of them), and (4) niche targeting strategy (i.e., selecting one small market to be your target market).Positioning. Positioning has two meanings. First, positioning is the most important benefit or benefits desired by the customers in a particular target market. Second, positioning is the process of creating brand image (in terms of benefit or benefits) in the customer's mind through marketing mix strategy (the 4Ps). Thebrand image must reflect the most important benefit(s) that the target customers want. To position your brand in a target market, you first conduct positioning research to create a perceptual map of competing brands in the targetThe following note is provided by Prof.Powpaka SamartWhat Is Marketing?STRATEGIC MARKETINGAs you may already know, the main objective of any business is to make profit. On the other hand, there are also non-profit or not-for-profit organizations that exist in the society. Their main objective is to achieve a non-profit objective or to serve a certain cause, e.g., HK Red Cross wants to obtain enough blood to help the patients. These non-profit organizations still need to make money or obtain money. But they do not do it for profit; they do it in order to secure enough resources to help them achieve their non-profit objectives.To achieve their objectives, businesses and non-profit organizations need to have different people to perform different functions. They normally organize people who perform the same function into the same "departments". Accounting, finance, production, R&D, logistics, marketing, and sales are examples of departments that normally exist in a business organization."What is marketing?" Using American Marketing Association's (1985) definition, marketing is "the process of planning and execution of the conception, pricing, distribution, and promotion of goods, services, and ideas to create or facilitate exchanges that satisfy both individual and organizational objectives." Based on the definition, it is quite clear that the definition is inclined toward marketing as a business function (or what marketing people do). In essence, the function of marketing is about identifying the right target market (a group of consumers or business customers) and creating, communicating, and delivering the company's products (which can be goods, services, ideas, or combination of goods, services, and ideas) to the chosen customers. What marketing people do is to plan and execute the marketing plan, which consists of product strategy, pricing strategy, distribution strategy, and communication strategy. The execution of the marketing plan will createor facilitate the exchange or transaction between the target customers and the organization.Then we look into the definition of marketing by AMA in 2004. Marketing is "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." It is clear from the definition that marketing includes both marketing as a business function (an organizational function) and as a management philosophy/orientation (a set or cross-functional or cross-departmental processes for [a] creating, communicating, and delivering value to the target customer and [b] to manage relationship with customers in ways that benefit the stakeholders). Marketing as a management philosophy requires an integrated effort of every members of the organization to provide superior "value" to the customer and to build, enhance, and maintain "relationship" with (profitable) target customers.When we look at the definition of marketing by AMA (2004), you can see that marketing, as a management philosophy, requires the integration of every function or department to work together to satisfy the target customers. The target customer is the focus of the company's operations. Everybody in the company (1) works together to create, communicate, and deliver value to the customer and (2) manages the relationship with customers in ways that benefits the company and its stakeholders. We then discussed about the formula of value to demonstrate that customer value creation comes from the integrated effort of every employee of the firm.Value = quality/price + relationshipsQuality: Quality represents everything that customers get from buying your product. As such, quality must be defined by your customers. There are two types of quality: (1) objective quality (i.e., actual quality as can be tested in the lab according to the specification) and (2) perceived or subjective quality (i.e., quality as "perceived" or "believed" by the customers). R&D and production staffs make sure that the objective quality of the company's products is acceptable. Quality standards and measures such as TQM, QC, ISO, etc are used to ensure objective quality.Marketing people use integrated marketing communication (IMC) to build perceived quality in the mind of the customers. It is important that there is a match between objective and perceived quality.Price: One of the determinants of price is cost. Today, there are two major sources of cost reduction: (1) global sourcing and (2) logistics management. Global sourcing concerns with two consecutive decisions: (1) to make or to buy (i.e., to manufacture the products by yourself or to sub-contract other people to produce for you), and (2) where to make or where to buy. Proper global sourcing can give cost advantage to the firm. Logistics concerns with the strategic movement and storage of products into the firm, inside the firm, and out of the firm. Purchasing or inbound logistics concerns with the movement and storage of raw materials, processed materials, and component parts into the firm. Manufacturing support of intra logistics concerns with the movement and storage of semi-finished products inside the firm. Finally, physical distribution or outbound logistics concerns with the movement of finished products from the firm to its customers. The main concept of logistics is (1) to provide the desired service level to both internal and external customers and (2) at the lowest total cost. A logistics system consists of 3 performance cycle: (1) inbound logistics (or purchasing), (2) intra or inside logistics (or manufacturing support), and outbound logistics (or physical distribution). A good logistics system not only reduces the cost for the company but also provides competitive advantage for the company. In other words, a good logistics system can give a company sustainable competitive advantage by providing appropriate level of service at the lowest total cost.The service level in logistics consists of:1. Availability2. Operational performancea. Speedb. Consistencyc. Flexibilityd. Malfunction and recovery3. ReliabilityThe costs in logistics include:1. Order management costs2. Inventory management costs3. Material handling costs4. Transportation costs5. Warehousing costsRelationships: There are two types of relationships: (1) relationship with your customers (i.e., relationship marketing and customer relationship management or CRM) and (2) relationships with suppliers and channel members (i.e., strategic alliance/partnership). Strong relationships with both customers and suppliers/channel members are important in the value creation process for the customers.A company that adopts marketing as its management philosophy or company orientation will try to survive and grow in long-term by focusing on satisfying the needs and wants (i.e., preferences to be more accurate) through the integrated effort of everybody in the firm. As such, a marketing-oriented company has the following characteristics:* Long-term focus (i.e., profit and growth as a result of customer loyalty/long-lasting relationship)* Customer focus or customer orientation (i.e., understanding the target customers' needs/wants/problems and their alternatives now and in the future) * Competitor focus or customer orientation (i.e., understanding the major competitors' objectives and strategies now and in the future)* Inter-functional or inter-departmental coordination (i.e., every employee takes full responsibility of the success/failure of the firm)市场定位策略营销的战略性角色对于拥有两个或两个以上战略经营单位的大公司来说，通常制定有三个层次的企业战略，分别是：总体战略，单位层面的（或企业层面的）战略，和营销战略。
品牌营销策略中英文对照外文翻译文献
品牌营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)翻译:品牌消费把品牌看作产品的一个重要组成部分，品牌可以增加产品的价值。
例如大多数消费者会认为一瓶鸦片香水是高品质，价格昂贵的产品。
但是同样样的香水放在不知名的瓶子中可能会被视为质量较低，即使香味是相同的。
品牌已成为产品战略的一个核心问题。
一方面，发展品牌产品，需要一个大量的长期的营销投资，尤其是对广告，促销和包装。
制造商往往会发现自己仅仅做产品更容易，更便宜，而让别人做品牌建设。
例如，台湾厂商已采取这种方法。
他们做出了大量世界服装，电子消费和电脑，但是这些产品却不采用台湾的品牌名称进行销售。
另一方面，多数厂家最终了解到公司的核心竞争了在于掌握品牌。
例如，名牌服装，电子和计算机公司可以用马来西亚和其他地方的便宜资源可以取代台湾制造厂家。
台湾生产者对于更廉价的供应商而导致的销售额减少无能为力- 消费者忠诚的是品牌，而不是生产者。
然而，过去日本和韩国企业，没有犯这样的错误。
他们花巨资为他们的产品建立，如索尼，松下，JVC，现代，金星和三星这些品牌。
即使这些公司没有能力在自己的本土上制造他们的产品，他们的品牌名称继续指挥顾客的忠诚度。
强大的品牌拥有消费者的专营权–那就是，他们能够指挥消费者的忠诚度。
这意味着大量的客户需要这些品牌和拒绝替代品，即使这些替代品以某种低价供应。
那些具有较强消费专营品牌的公司能够抵抗竞争对手的促销策略。
因此，它使供应商投入巨资建立强大的国内甚至全球的认同和偏好的品牌变得有意义。
什么使品牌？也许，专业营销人员最突出的技能是他们创建，维护，保护，巩固和提升品牌的能力。
品牌是一种名称，术语，标志，符号，设计或它们的组合，这是用来确定某种商品或服务的卖家，把他们从竞争对手中区别开来。
因此，一个品牌标识产品的制造商或供应商。
例如可乐- 任何制造商可以生产可乐，但只有可口可乐公司生产可口可乐。
品牌是不是一个新现象。
在过去的一百年中，它的使用已有了相当大的发展。
什么是营销策略-外文翻译
外文翻译原文What is Marketing StrategyMaterial Source: Maketing Managenent Author: Philip Kotler Marketing strategy is essentially a pattern or plan that integrates your organization's major goals, policies, and action sequences in a cohesive whole to achieve customer successMarketing strategies are generally concerned with four Ps: product strategies, pricing strategies, promotional strategies, and placement strategies. Enterprises focus on nurturing relationships with customers and management, because the relationship can also bring benefits to businesses and consumers, in fact, relationship marketing more than simply building up customer relationships, but also time and effort to develop and maintain customer Relationship between enterprise and customer contact, including social contact (such as social support), psychological link (and reputation associated with guarantees), knowledge links (based on the expertise of knowledge) and ideological links (such as the ethics of compatibility) and so several different Links. Only benefit to both business and customer relationships can be developed and sustained, can be said that relations between the income received by all parties to maintain the relationship between the main reason.The focus of marketing strategies must the objectives to be achieved – not the process of planning itself. The impact of your marketing will also be improved greatly if you can use multiple channels.Market Leadership StrategiesThe market leader is dominant in its industry and has substantial market share. If you want to lead the market, you must be the industry leader in developing new business models and new customer value. You must be on the cutting edge of new technologies and innovative business processes. Your customer value proposition must offer a superior solution to a customers' problem, and your product must be well differentiated.SWOT Analysis: Questions To AnswerWhat do you offer that makes you stand out from the rest?Do you have any specific marketing expertise?Differentiation StrategyThe key to successful marketing is differentiation. "If consumers don't perceive your brand(s) as being different from those offered by the competition, you won't win the marketing war. The battle for consumer minds is a battle of perceptions not products."2 Thus, "differentiation is one of the most important strategic and tactical activities in which companies must constantly engage. It is not discretionary."1.Shaping your brand image: To start, consider first the personality of your company. Is it sexy or sweet? Tough or tender? Is it more like John Wayne or George Clooney or Andy Griffith? And if you think all this is hooey, consider these questions: Do Marlboros really taste better than other cigarettes? Is H&R Block superior to the tax accountant down the street? No, but a big reason these companies are leaders is because they have successfully built a personality around their brands.Test Marketing Your New Products or ServiceHow do you test market a new product or service? How do you find out if people are actually going to buy it? First, make or get a prototype. Create or get a sample. If it's being manufactured somewhere else, get a sample of it. If you're going to manufacture it yourself, create a prototype so that you can show it, demonstrate it, photograph it. So that you can let people see it, touch it, feel it, and get an opinion from itBut as a small business owner, you don't have time to devise complex marketing strategies for your products. Instead, you can tap into a few simple strategies that have already proven their worth.Many small business owners mistakenly confuse marketing strategies with ad campaigns. A marketing strategy is a plan or an approach for marketing your products and services. An ad campaign, on the other hand, is the means by which your marketing strategy is accomplished. Your objective is to tie your advertising efforts into a comprehensive marketing strategy that has carefully designed to attract attention in the marketplace.Relations can bring to customers personalized service, customized products and other revenue relationship, which can improve customer satisfaction, trust and commitment. Therefore, trust, satisfaction and commitment form the nature of the relationship is an important dimension of relationship quality. Which, according to the definition of marketing scholars, trust is the customer that their sales staff will provide long-term interests. Will promote the enhancement of trust relationshipbetween the improvement of quality and trust between the weakening of the quality will be reduced. Relationship satisfaction is the assessment for the interactive experience the feelings generated state is in the process of establishing relations based on personal experience and the formation of the subjective evaluation of the influence and wealth, is based on customer expectations and the actual formation of comparing performance. In general, satisfied customers will enhance the goodwill of the business, maintaining lasting relationships, and continuously improve the quality of relationships. Commitment is the behavior of participants in interaction orientation or attitudes, the relationship between a higher value perception will form and strengthen commitment to produce good effects.Some marketing strategies are created for the purpose of capturing a certain segment of the market, but the majority of small business strategies are more generic in nature. Even so, it's important to understand what your strategy is trying to achieve.Boost Consumer ConfidenceConsumers are fickle lot and are frequently hesitant to buy a product they know little about. If your business or products are new to the area, you could create a marketing campaign that emphasizes the quality and value of your products. The resulting boost in consumer confidence will likely translate into more action at the cash register.SPECIAL OFFER.Need to find the right prospect mailing list? Deliver your message to the right audience with highly targeted mailing lists from Experian. Special offer for site visitorsPurchase an Experian mailing list now.Create AwarenessAnother way to spark interest for your products is to conduct a campaign designed to promote your products in as many ways as possible. In other words, your marketing strategy could be to create buzz by blanketing the local airwaves, print space, and other advertising mediums with your name, logo, and products. Increased awareness will definitely bring more people into your store, but it also costs money, so you should be prepared to increase your advertising budget to pull it off.Leverage EmotionsNo matter what they say, the buying decision is emotional for many customers. Large corporations spend millions of dollars playing on their customers' emotionsand what works for them, can work for you, too. The key is to create a campaign that makes consumers feel themselves, your company, and the decision to buy your products.Overcome ObjectionsThe task of overcoming a buyer's objections is usually assigned to the sales team. However, a well-crafted marketing campaign can work toward overcoming your customers' buying obstacles before they walk in the door. A marketing strategy that emphasizes warranties, testimonials, endorsements, and other positive reinforcement devices can not only make the buying decision easier for existing customers, but also attract new customers who hadn't previously considered buying from your business.Set a DeadlineWhy do so many ads emphasize the date the sale ends? Because people respond to deadlines. Marketing strategies designed around the idea of limited supplies, temporary price reductions, or other mechanisms that create a sense of urgency can provide a quick influx of customers and can potentially jumpstart a business suffering from a diminished customer base.You don’t have to be a rocket scientist to come up with a good business marketing strategy, and it needn’t cost that much either.At its simplest, a marketing strategy is all about improving your chances of making sales – usually by making more potential purchasers aware of your products or services, or by making them aware of its desirable qualities (perhaps including its price).In any case it makes sense to optimise your budget. Given the choice between big-bang and little-but-often, good business marketing is less about getting big bangs and more about producing smaller amounts very regularly.The impact of your marketing will also be improved greatly if you can use multiple channels.Prospects in particular are more likely to become buyers if they read about your business in their newspaper, see your ads, find your website, enter your competition, take home a brochure, hear you speak at a seminar, and learn what a great company you are from a third party.So you should spread your activity. You should also maintain the momentum: Business marketing is a long-term activity.You don’t however need to spend big; most of the ideas in your marketing strategyare likely to involve moderate costs.译文什么是营销策略资料来源: 掌控市场作者：菲利普．科特勒营销战略本质上是一种模式或计划，整合在一个整体的组织中，它的主要目标是利用政策和行动的序列来帮助客户的成功。
市场营销战略论文中英文外文翻译文献
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4P营销策略和营销渠道外文文献翻译2014年译文3000多字
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4P营销策略和营销渠道外文文献翻译2014年译文3000多字XXX of any business that aims to reach its target market and achieve XXX market a product or service。
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零售企业营销策略中英文对照外文翻译文献
零售企业营销策略中英文对照外文翻译文献随着全球化的不断深入，零售企业的营销策略已经成为企业成功的关键因素之一。
在国内外，许多学者和实践者都在探讨零售企业的营销策略，并取得了一定的研究成果。
本文将介绍零售企业营销策略的中英文对照，并对外文翻译文献进行探讨。
一、零售企业营销策略的概念及重要性零售企业营销策略是指通过制定和实施一系列营销策略，来满足消费者需求，实现企业目标的过程。
这些策略包括产品定位、价格策略、促销活动、渠道策略等。
在日益竞争激烈的市场环境中，零售企业的营销策略对于企业的生存和发展至关重要。
二、零售企业营销策略的中英文对照1、产品定位（Product Positioning）：产品定位是指企业在目标消费者心中为产品建立独特形象的过程。
在英文中，产品定位通常被称为Product Positioning。
2、价格策略（Pricing Strategy）：价格策略是指企业根据市场需求和竞争状况制定价格的过程。
在英文中，价格策略通常被称为Pricing Strategy。
3、促销活动（Promotion）：促销活动是指企业通过各种手段刺激消费者购买的过程。
在英文中，促销活动通常被称为Promotion。
4、渠道策略（Channel Strategy）：渠道策略是指企业选择合适的销售渠道，以实现产品的销售目标的过程。
在英文中，渠道策略通常被称为Channel Strategy。
三、外文翻译文献探讨在研究零售企业营销策略的过程中，许多学者和实践者都进行了深入的研究和探讨。
其中，最具代表性的外文翻译文献包括《零售管理》、《营销管理》等。
这些文献提供了对零售企业营销策略的全面分析和实践经验的总结，对于指导企业制定和实施有效的营销策略具有重要意义。
《零售管理》一书主要介绍了零售企业的组织结构、运营管理、营销策略等方面的内容。
其中，在营销策略方面，作者提出了产品定位、价格策略、促销活动、渠道策略等关键因素，并详细阐述了这些因素对于企业成功的重要性。
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毕业设计译文题目名称：零售企业的营销策略院系名称：经济管理学院市场营销班级：学号：学生姓名：指导教师：零售企业的营销策略Philip Kotlor今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。
过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。
可是，现在这一切都已变得面目全非了。
现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。
全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。
结果是零售商店的面貌越来越相似。
在服务项目上的分工差异在逐渐缩小。
许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。
顾客变成了精明的采购员，对价格更加敏感。
他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。
由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。
百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。
历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。
其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。
超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。
现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。
一、目标市场零售商最重要的决策时确定目标市场。
当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。
如沃尔玛的目标市场相当明确：1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。
这是一家庞大的的仓库是商店，旨在以最低的价格向小城镇的美国人销售各种商品，从服饰到零件以及小型用具等。
今天的沃尔玛在美国有2363家折扣店，包括454个超级中心、444家山姆俱乐部和4家折扣中心。
它每年的销售额达1170亿美元，成为世界头号零售商。
它扩展沃尔玛附近的超级市场药店业务。
沃尔玛的秘诀是：以小城镇的美国人为目标，倾听顾客意见，待员工如伙伴，严格控制各项费用。
写着―满意的保证‖、―我们售价更低‖的标语悬挂在每个商店大门的醒目处，用―向消费者致敬的‖方式迎接顾客。
沃尔玛常常成为零售业的先锋。
它使用―天天低价‖定价法和电子数据交换，加快了仓库补货速度，现被其他零售商作为定点超越的目标，它作为美国大商品企业第一个进入全球零售行业。
它已经在海外开设了600多家商店—阿根廷、巴西、中国、韩国和墨西哥，并且还在增加。
二、产品品种和采购零售商所经营的产品品种必须与目标市场可能购买的商品相一致。
零售商必须决定产品品种组合的宽度和深度。
例如，在餐饮业，一家餐馆可以提供窄而浅的品种（小型午餐），窄而深的品种（各种熟食），宽而浅的品种（自助餐），或者宽而深的品种（大饭店）。
一旦零售商对产品品种战略决策以后，它必须决定它的采办资源、政策和具体做法。
在一家超级市场连锁店的公司总部，专业采购人员（有时叫做商品经理）具有开发品种搭配和听取销售人员介绍新品牌的责任。
在一些连锁商店，他们的权利仅限于甄别一些显然要拒绝或接受的新品目上，否则他们就只能将新产品品目交给连锁店所属的采购委员会审批。
三、服务与购物环境零售商还必须向顾客所提供商务服务组合：售前服务包括：接受电话和邮购订货，广告，橱窗和店内陈列，试衣间，营业时间，时装表演，旧货折价收进。
售后服务包括：送货上门，礼品包扎，商品调整，退货，换货，定制，安装。
辅助服务包括：提供一般信息，兑换支票，免费停车，餐厅，修理，内部装饰，赊账信用交易，休息室，照看婴儿服务。
气氛是产品库里的另一个要素。
每个商品都有一个实体的布局，从而使人们在店内容易或不容易走动。
每个商店都有一个门面。
商店必须精心构思，使其具有一种适合目标市场的气氛，使顾客乐于购买。
如殡仪馆应该是静谧、阴郁、平和的，而夜总会则应该是辉煌、喧哗和激动人心的。
四、价格策略价格是一个关键的定位因素，它必须根据目标市场、产品服务分配组合和竞争的有关情况来加以确定。
所有的零售商都希望以高价销售并能扩大销售量，但是往往难以两全其美。
零售商大部分可分为高成本和低销售（如高级品商店）或低成本和高销量（如大型综合商场和折扣商店）两大类。
在这两类中还可以进一步细分。
例如，设在好莱坞贝弗利山的罗迪欧大道上的Bijan 公司所售的服装的定价从1000美元开始，鞋子的最低价是400美元。
另一个极端的例子是纽约的超级折扣商店，价格比一般的折扣商店还要低得多。
零售商还必须重视定价战术。
大部分零售商对某些产品标价比较低，以此作为招徕商品，有时候还要举行全部商品大减价的活动。
它们对周转较慢的商品采取低标价的方法。
越来越多的零售商在放弃―促销定价‖而偏向―天天低价‖。
天天低价降低了广告费用，定价趋于稳定，使商品公平和可信赖的形象加强，因而获得更多的零售利润。
通用汽车公司的土星事业部，发出低价目表并拒绝与经销商讨价还价。
五、促销策略零售商广泛使用促销工作来产生交易和购买。
它们发布广告，进行特价销售，发放省钱的赠券，最近增加了对经常购买者的优惠活动，对店内食品样品品尝，以及爱货架上或结账处摆放赠券等。
每个零售商利用促销工具以支持并加强其形象定位。
高级商店会在《时尚》和《哈珀》等流行时装杂志上刊登广告。
高级商店对培训销售人员总是非常认真，教他们如何接待顾客，理解其要求并解除其疑虑，处理其意见。
低价零售商安排它们的商品促销可以讨价还价和节约省钱，同时又保留了服务和销售帮助。
六、选址决策零售商总是强调说零售成功的三个关键因素是渠道，渠道，还是渠道。
顾客总是选择一家理他们最近的银行和加油站。
百货商店连锁组织、石油公司和快餐特许经营店在选择位置时特别谨慎。
这个问题可以分解为在一国的哪些地区开店，然后是哪些城市，最后是哪些具体的场所。
零售商可在中心商业区、地区购物中心、社区购物中心、购物区或在大商店内选择开设商店的地点。
1. 中心商业区。
中心商业区往往是城市中最古老、交通最拥挤的地区，常常成为―商业区‖。
商店和办公室租金一般较高。
2. 地区购货中心。
在5英里~20英里的半径内设40家~200家商店。
通常，一个购货中心突出一个或两个诸如J.C.彭尼或L&T的全国性大商店，大量的是小商店，许多是特许经营店。
这些商场有吸引力是因为有宽敞的停车场，购物一次完成，有餐馆和娱乐设施。
成功的商场租费高昂，但能获得商场利润的分配份额。
3. 社区购物中心。
是较小的商场，通常一家大商店夹在20家~40家小商店之中。
4. 购物区。
为附近居民日常杂货、五金、洗衣、修鞋和干洗服务的一群商店，其间有一大建筑物，其服务对象开车5分钟~10分钟就能到达。
5. 店中店。
现在日益增加的现象时在大商店内设立一些著名的零售商（麦当劳、星巴克、内森、邓金·唐纳斯），它们在大店内租借地方设立新的较小的单位或经营，这些场所，这些场所也包括飞机场、学校、沃尔玛或百货公司。
由于客流量大和租金高这两者之间存在矛盾，零售商必须为自己的商店选择有利的地点。
他们可使用各种不同的方法对设店地点进行评估，如统计交通流量，调查顾客的购物习惯，分析有竞争能力的地点等。
零售商可以通过检查是个指标来评估某个商店的销售效益：（1）平均每天经过的人数；（2）来店光顾的人数比例；（3）光顾的人中购物顾客的比例；（4）每次购买的平均金额。
文章摘自PhilipKotler: Marketing Management.Prentice-Hall International（524-530）MARKETNG DECISIONS OF RETAILERRetailers today are anxious to find new marketing strategies to attract and hold customers. In the past they held customers by offering convenient location, special or unique assortments of goods, greater or better services than competitors, and store credit cards. All of this has changed. Today, national brands such as Calvin Klein, Izod, and Levi are found in most department store, in their drive for volume , national-brand manufacturers have place their branded goods everywhere. The result is that retail-store assortments have grown alike.Service differentiation also has eroded. Many department stores have trimmed services, and many discounters have increased services. Customers have become smarter shoppers. They do not want to pay more for identical brands, especially when service differences have diminished. Nor do they need credit form a particular store, because bank credit cards have become almost universal.In the face of increased competition for discount houses and specialty stores, department stores are waging a comeback war. Once located in the center of cities, many opened branches in suburban shopping centers, where parking is plentiful and family incomes are higher. Others run more frequent sales, remodel their stores, and experiment with mail-order and telemarketing. Facing competition form superstores, supermarkets have opened larger stores, carrying a larger number and variety of items, and upgraded their facilities. Supermarkets have also increased their promotional budgets and move heavily into private brands to increase profit margins.We will examine retailers‘ marketing decisions in the areas of target market, product assortment and procurement, services and store atmosphere, price, promotion, and price.Target MarketA retailers‘ most important decision concerns the target market. Until the target market is defined and profiled, the retailer cannot make decisions on product assortment, store décor, advertising messages and media, price, and service levels.Some retailers have defined their target markets quite well:Wal-Mart. The late Sam Walton and his brother opened the first Wal-Mart discount store in Rogers, Arkansas, in 1962. It was a big, flat, warehouse-type store selling everything from apparel to automotive supplies to small appliances at the lowest possible prices to small-town America. More recently, Wal-Mart has been building stores in larger cities. Today, Wal-Mart operates 2363 discount stores in the United States, including 454 supercenters, 444 Sam‘s clubs, and 41 distrib ution centers. Its annual sales exceed $117 billion, marketing it the world‘s largest retailer. It is expending into the Wal-Mart Neighborhood Market supermarket-pharmacy business. Wal-Mart‘s secret: Target small town America, listen to the customers treat the employees as partners, purchase carefully, and keep a tight rein on expenses. Signs reading ―Satisfaction Guaranteed‖ and ―We sell for less‖ hang prominently at the store entrance, and customers are often welcomed by a ―people greeter‖. Wal-Mart is frequently cited as a retailing pioneer. Its use of everyday low pricing and EDI for speedy stock replenishment has been benchmarked by other retailers, and it was the first U.S. megamerchant to take the plunge into global retailing. It already has over 600 stores over seas—in Argentina, Brazil, China, South Korea, and Mexico—and is adding more.Product Assortment and ProcurementThe retailers‘ product assortment must match the target markets‘ shopping expectations. The retailer has to decide on product-assortment breadth & depth. Thus a restaurant can offer a narrow and shallow assortment (small lunch counters), a narrow and deep assortment (delicatessen), a broad and shallow assortment (cafeteria), or a broad and deep assortment (large restaurant).After deciding on the product-assortment strategy, the retailer must decide on procurement sources, policies, & practices. In the corporate headquarters of a supermarket chain, specialist buyers are responsible for developing brand assortments and listening to presentations by salespersons. In some chains, buyers have the authority to accept or reject new items. In other chains, they are limited to screening ―obvious rejects‖ and ―obvious accepts‖; they bring other items to the buying committee for approval.Services and store atmosphereRetailers must also decide on the services mix to offer customers:Pre-purchase services include accepting telephone and mail orders, advertising, window and interior display, fitting rooms, shopping hours, fashion shows, trade –ins.Post-purchase services include shipping and delivery, gift-wrapping, adjustments and returns, alterations and tailoring, installations, engraving.Ancillary services include general information, check cashing, parking, restaurants, repairs, interior decorating, credit, rest rooms, and baby-attendant service.The services mix is a key tool for differentiating one store from another, so is atmosphere.Atmosphere is another element in the store arsenal. Every store has a physical lay out t hat makes it hard or easy to move around. Every store ‗has a look‘. The store must embody a planned atmosphere that suits the target market and draws consumers towards purchase. A funeral parlor should be quiet, somber, and peaceful. A dance club should be bright, loud, and vibrating.Price decisionPrices are a key positioning factor and must be decided in relation to the target market, the product-and-service assortment mix, and competition. All retailers would like to achieve high volumes and high gross margins. They would like high Turns x Earns, but the two usually do not go together. Most retailers fall into the high-mark up, lower volume group (fine specialty stores) or the low-mark up, higher volume group (mass-merchandisers and discount stores). Within each of these groups are further gradations. Thus Bijan‘s on Rodeo Drive in Beverly Hills prices suits starting at $1000 and shoes at $400. At the other extreme, Odd Lot Trading in New York City is a super-discounter that sells odd lots and closeouts at prices below those of normal discounters.Retailers must also pay attention to pricing tactics. Most retailers will put low prices on some items to serve as traffic builders or loss dealers. They will runstorewide sales. They will plan markdowns on slower-moving merchandise.Some retailers have abandoned ―sales pricing‖ in favor of everyday low pricing (EDLP). EDLP could lead to lower advertising costs, greater pricing stability, a stronger store image of fairness and liability, and higher retail profits. General Motors‘ Saturn division states a low list price for its dealers don‘t bargain.Promotion decisionRetailers use a wide range of promotion tools to generate traffic and purchases. They place ads, run special sales, issue money saving coupons, and run frequent shopper-reward programs, in-store food sampling, and coupons on shelves or at checkout points. Each retailer must use promotion tools that support and reinforce its image positioning. Fine stores will place tasteful full-page ads in magazines such as Vogue and Harper’s. They will carefully train salespeople to greet customers, interpret their need, and handle complains. Off-price retailers will arrange their merchandise to promote the idea of bargains and large savings, while conserving on service and sales assistance.Place decisionRetailers are accustomed to saying that the three keys to su ccess are ―location, location, and location‖. Customers generally choose the nearest bank and gas station. Department-store chains, oil companies, and fast food franchisers exercise great case in selecting locations. The problem breaks down into selecting regions of the country in which to open outlets, then particular cities, and then particular sites.Retailers can locate their stores in the central business district, a regional shopping center, a community shopping center, a shopping strip, or within a large store.Central business districts: This is the oldest and most heavily trafficked city area, often known as ―downtown.‖ Store and office rents are normally high.Regional shopping centers: These are large suburban malls containing 40-200 stores. They usually draw customers from 5- to 20-mile radius. Typically, malls feature one or two national known anchor stores, such as JCPenney or Lord & Taylor,and a great number of smaller stores, many under franchise operation. Malls are attractive because of generous parking, one-stop shopping, restaurants, & recreational facilities. Successful malls change high rents and get a share of stores‘ sale.Community shopping centers: These are smaller malls with one anchor store and between 20-40 smaller stores.Strip malls. These contain a cluster of stores, usually housed in one long building, serving a neighborhood‘s needs for groceries, hardware, laundry, shore repair, and dry cleaning. They usually serve people within a five- to ten-minute driving rang.A location within a larger store: Certain well known retailers McDonald's, Starbucks, Nathan‘s, Dunkin‘ Donuts- locate new, small units as concession space within larger stores or operations, such as airports, schools, Wal-Marts, or department stores.In view of the relationship between high profits and high rents,, retailers must decide on the most advantageous locations for their outlets. They can use a variety of methods to assess location, including traffic counts, surveys of consumer shopping habits, analyses of competitive locations.Retailers can assess a particular‘s stores sales effectiveness by looking at 4 indicators: (1) number of people passing by on an average day; (2) percentage who entered the store; (3) percentage of those entering who buy; (4) average amount spent per sale.。