外文文献(市场营销策略).doc

外文文献(市场营销策略).doc

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MarketingStrategy

MarketSegmentationandTargetStrategy

Amarketconsistsofpeopleororganizationswithwants,moneytospend,andthewillingnesstospendit.However,withinmostmarketsthebuyer'needsarenotidentical.Therefore,asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets.

Marketingsegmentationenablesacompanytomakemoreefficientuseofitsmarketingresources.Also,itallowsasmallcompanytocompeteeffectivelybyconcentratingononeortwosegments.Theapparentdrawbackofmarketsegmentationisthatitwillresultinhigherproductionandmarketingcoststhanaone-product,mass-marketstrategy.However,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers'needswillactuallyresultingreaterefficiency.

Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,singlesegment,andmultiplesegment.Market-aggregationstrategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedmarket.Withasingle-segmentstrategy,acompanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment.

PositioningtheProduct

Management'sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct'srevenues.Thusmanagementneedstoengageinpositioning,whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductsandtothefirm'sotherproducts.

Marketingexecutivescanchoosefromavarietyofpositioningstrategies.Sometimestheydecidetousemorethanoneforaparticularproduct.Hereareseveralmajorpositioningstrategies:

1.PositioninginRelationtoacompetitor

Forsomeproducts,thebestpositionisdirectlyagainstthecompetition.Thisstrategyisespeciallysuitableforafirmthatalreadyhasasoliddifferentialadvantageoristryingtosolidifysuchanadvantage.Tofendoffrivalmarkersofmicroprocessors,IntelCorp.launchedacampaigntoconvincebuyersthatitsproductissuperiortocompetitors.Thecompanyevenpaidcomputermakerstoincludetheslogan,"IntelInside"intheirads.Asthemarketleader,Coca-Colaintroducesnewproductsandexecutesitsmarketingstrategies.Atthesametime,itkeepsaneyeonPepsi-Cola,beingsuretomatchanyclever,effectivemarketingmovesmadebyitsprimarycompetitor.

2.PositioninginRelationtoaProductClassorAttribute

Sometimesacompany'spositioningstrategyentailsassociatingitsproductwith（ordistancingitfrom）aproductclassorattributes.Somecompaniestrytoplacetheirproductsinadesirableclass,suchas"MadeintheUSA."Inthewordsofoneconsultant,"Thereisastrongemotionalappealwhenyousay,'MadeintheUSA'".Thusasmallsportswearmanufacturer,BostonPreparatoryCo.isusingthispositioningstrategytoseekanedgeoverlargecompetitorssuchasCalvinKleinandTommyHilfiger,whichdon'tproducealloftheirproductsintheU.S..

3.PositioningbyPriceandQuality

Certainproducerandretailersareknownfortheirhigh-qualityproductsandhighprices.Intheretailingfield,SakeFifthAvenueandNeimanMarcusarepositionedatoneendoftheprice-qualitycontinuum.DiscountstoressuchasTargetandKmartareattheother.We'renotsaying,however,thatdiscountersignorequality;rather,theystresslowprices.Penney'stired—andforthemostpartsucceededin—repositioningitsstoresontheprice-qualitycontinuumbyupgradingapparellinesandstressingdesignernames.

Thewordbrandsiscomprehensive;itencompassesothernarrowerterms.Abrandisanameand/ormarkintendedtoidentifytheproductofonesellerorgroupofsellersanddifferentiatetheproductfromcompetingproducts.

Abrandnameconsistsofwords,letters,and/ornumbersthatcanbevocalized.Abrandmarkisthepartofthebrandthatappearsintheformofasymbol,design,ordistinctivecolororlettering.Abrandmarkisrecognizedbuysightbucannotbeexpressedwhenapersonpronouncesthebrandname.Crest,Coors,andriderforRalphLauren'sPoloBrand.GreenGiant（cannedandfrozenvegetableproducts）andArm&Hammer（bakingsoda）arebothbrandnamesandbrandmarks.

Atrademarkisabrandthathasbeenadoptedbyasellerandgivenlegalprotection.Atrademarkincludesnotjustthebrandmark,asmanypeoplebelieve,butalsothebrandname.TheLanhamActof1946permitsfirmstoregistertrademarkswiththefederalgovernmenttoprotectthemfromuseormisusebyothercompanies.TheTrademarkLawRevisionAct,whichtookeffectin1989,istendedtostrengthenthetheregistrationsystemtothebenefitofU.S.Firms.

Forsellers,brandscanbepromoted.Theyareeasilyrecognizedwhendisplayedinastoreorincludedinadvertising.Brandingreducespricecomparisons.Becausebrandsareanotherfactorthatneedstobeconsideredincomparingdifferentproducts,brandingreducesthelikelihoodofpurchasedecisionbasedsolelyonprice.Thereputationofabrandalsoinfluencescustomerloyaltyamongbuyersofservicesaswellascustomergoods.Finally,brandingcandifferentiatecommodities（Sunkistoranges,Mortonsalt,andDominosugar,forexample）.

Pricing

Pricingisadynamicprocess,Companiesdesignapricingstructurethatcoversalltheirproducts.Theychangethisstructureovertimeandadjustittoaccountfordifferentcustomersandsituations.

Pricingstrategiesusuallychangeasaproductpassesthroughitslifecycle.Marketersfaceimportantchoicewhentheyselectnewproductpricingstrategies.Thecompanycandecideononeofseveralprice-qualitystrategiesforintroducinganimitativeproduct.Inpricinginnovativeproducts,itcanpracticemarket-skimmingpricingbyinitiallysettinghighpricesto"skim"themaximumamountofrevenuefromvarioussegmentsofthemarket.Oritcanusemarketpenetrationpricingbysettingalowinitialpricetowinalargemarketshare.

Companiesapplyavarietyofprice-adjustmentstrategiestoaccountfordifferencesinconsumersegmentsandsituations.Oneisdiscountandallowancepricing,wherebythecompanydecidesonquantity,functional,orseasonaldiscounts,orvaryingtypesofallowances.Asecondstrategyissegmentedpricing,wherethecompanysellersaproductattwoormorepricestoallowfordifferencesincustomers,products,orlocations.Sometimescompaniesconsidermorethaneconomicsintheirpricingdecisions,andusepsychologicalpricingtocommunicateabouttheproduct'squalityorvalue.Inpromotionalpricing,companiestemporarilyselltheirproductbellowlistpriceasaspecial-eventtodrawmorecustomers,sometimesevensellingbelowcost.Withvaluepricing,thecompanyoffersjustthenightcombinationofqualityandgoodserviceatafairprice.Anotherapproachisgeographicalpricing,wherebythecompanydecideshowtopricedistantcustomers,choosingfromalternativeasFOBpricing,uniformdeliveredpricing,zonepricing,basing-pointpricing,andfreight-absorptionpricing.Finally,internationalpricingmeansthatthecompanyadjustsitspricetomeetdifferentworldmarkets.

DistributionChannels

Mostproducersuseintermediariestobringtheirproductstomarket.Theytrytoforgeadistributionchannel—asetofinterdependentorganizationsinvolvedintheprocessofmarkingaproductorserviceavailableforuseorconsumptionbytheconsumersorbusinessuser.

Whydoproducersgivesomeofthesellingjobtointermediaries?

Afterall,doingsomeansgivingupsomecontroloverhowandtowhomtheproductsaresold.Theuseofintermediariesresultsfromtheirgreaterefficiencyinmarkinggoodsavailabletotargetmarkets.Throughtheircontacts,experience,specialization,andscalesofoperation,intermediariesusuallyofferthefirmmovevaluethanitcanachieveonitsownefforts.

Adistributionchannelmovesgoodsfromproducerstocustomers.Itovercomesthemajortime,place,andpossessiongapsthatseparategoodsandservicesfromthosewhowouldusethem.Membersofthemarketingchannelperformmanyfunctions.Somehelptocompletetransactions:

1.Information.

2.Promotion.

3.Contact:

findingandcommunicatingwithprospectivebuyers.

4.Matching:

fittingtheoffertothebuyer'sneeds,includingsuchactivitiesasmanufacturingandpackaging.

5.Negotiation:

reachinganagreementonpriceandothertermsoftheoffersothatownershiporpossessioncanbetransferred.Otherhelptofulfillthecompletedtransferred.

1.Transportingandstoringgoods.

2.Financing.

3.Risktaking:

assumingtheriskofcarryingoutthechannelwork.Thequestionisnotwhetherthesefunctionsneedtobeperformed,butratherwhoistoperformthem.Allthefunctionshavethreethingsincommon:

Theyuseupscarceresource,theyoftencanbeperformedbetterthroughspecialization,andtheycanbeshiftedamongchannelmembers.Totheextentthatthemanufacturerperformsthesefunctions,itscostsgoupanditspriceshavetobehigher.Atthesametime,whensomeofthesefunctionsareshiftedtointermediaries,theproducer'scostsandpricesmaybelower,buttheintermediariesmustchargemoretocoverthecostsoftheirwork.Individingtheworkofthechannel,thevariousfunctionsshouldbeassignedtothechannelmemberswhocanperformthemmostefficientlyandeffectivelytoprovidesatisfactoryassortmentsofgoodstotargetconsumers.

Distributionchannelscanbedescribedbythenumberofchannellevelsinvolved.Eachlayerofmarketingintermediariesthatperformssomeworkinbriningtheproductanditsownershipclosertothefinalbuyerisachannellevel.Becausetheproduce