外文翻译.docx

外文翻译.docx

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外文翻译

Strategicmarketing

1Introduction

Marketingcontinuestobeamysterytothosewhocreateitandtothosewhosponsorit.Often,theadthatgeneratesrecord-breakingvolumeforaretailstoreonemonthisrepeatedthefollowingmonthandbombs.AcampaigndesignedbythebestMadisonAvenueadagencymayelicitmediocreresponse.Thesameitemsellslikehotcakesaftera30-wordclassifiedad,withabominablegrammar,appearsonpage35ofanall-advertisingshoppertossedonthefrontstoopsofhomesduringarainstorm!

Themysteryeludessolutionbutdemandsattention.Thesuccessofanenterpriseanddevelopmentofenterprisesdependstoalargeextentonwhetherornottheyhaveadvanced,meettheneedsoftheenterprisemarketingstrategy.ForMarketingisthedefinition,Thewell-knownAmericanscholarPhilipsmarketingofthecoremarketingconceptofthefollowingdescription:

"Marketingisindividualsorgroupstocreate,provideandexchangewithothervaluableproducts,tosatisfytheirownneedsanddesiresofasocialactivitiesandmanagementprocess."Inthecoreconceptcontainsanumberofelements:

needs,desiresandneeds;Productsorprovide;Valueandsatisfaction;exchangeandtransactions;andnetworking;market;Marketingandsaleswereaseriesofconcept.

ThisarticleisdevotedtotheideathatyourmarketingresultscanbeimprovedthroughabetterUnderstandingofyourcustomers.Thisapproachusuallyisreferredtoasthemarketingconcept. 

Puttingthecustomerfirstisprobablythemostpopularphraseusedbyfirmsrangingfromgiantconglomeratestothecornerbarbershop,butthesloganzingisoftenjustlipservice.Thebusinesscontinuestooperateundertheclassicapproach--"Comebuythisgreatproductifyoudedicateyouractivitiesexclusivelytosolvingyourcustomer'sproblems.Thequalityofservices,andenterprisestocultivatecustomerssatisfactionandloyalty,andcancreateenterprisevalue.

Anymarketingprogramhasabetterchanceofbeingproductiveifitistimed,designedandwrittentosolveaproblemforpotentialcustomersandiscarriedoutinawaythatthecustomerunderstandsandtrusts.Thepagesthatfollowwillpresentthemarketingconceptofputtingthecustomerfirst.Marketingisaverycomplexsubject;itdealswithallthestepsbetweendeterminingcustomerneedsandsupplyingthemataprofit.Inadditiontosomeintroductorymaterialonmarketing,thispublicationincludespracticalmaterialonthemarketingapproachestobudgeting,layoutdesign,andheadlinewriting,copywritingandmediaanalysis.Sothataclearunderstandingofenterprisemarketingstrategytoimprovetheoperationsofenterprises.

2Themarketingconcept

   Marketpositioningisidentifyingthetargetmarket,enterpriseswilladoptwhatmarketingmethods,whichprovideproductsandservicesthetargetmarketandcompetitorstoshowdistinction,therebyestablishingcorporateimageandobtainfavorablecompetitiveposition.Marketpositioningisaprocessofenterprisedifferentiationprocess,howtofindthedifferences,identifydifferencesandshowdifferences.Todaytoomanysimilarproducts,consumershowtochoose?

Consumersbuywhatisthejustification?

Ontheeffectivepositioningforasolution.Positioningisthefirsttoproposeintheadvertisingindustry,advertisingemphasizedintheeyesofthepublicwholeftthelocation,Andpeopleoftenpreferpreconceptions;Ifenterprisescantargetyourcustomersmindtoestablishadefiniteposition,totheconsumerareasontobuy,enterprisescanoftencompeteinanadvantageousposition.

Marketingisaneconomybuiltonscience,behavioralscienceandmodernmanagementtheoryonthwithfull,comprehensive,practicalfeatures.Asamodernenterprise"businesses"Marketingsystemintroducedinthemarketeconomyundertheconditionsoftheenterprisesshouldhaveasenseofthemarket,businesssense,Marketingstrategiesandmethods.WithChina'seconomygrowingprosperity,themarketcompetitionisbecomingincreasinglyfierce;enterprisesneedModernMarketingTheoryastheguide. Intheinitialstage,anumberofenterpriseshavemarketingonlyasahelptoproductsalesgrowthstrategyandmeansIfsofar,manyChineseenterprisesremainwiththeDepartmentofMarketingwithsalesoftwoandone;Whenpeoplerealizethattomeettheneedsofthecustomer-orientedmarketingconceptshouldbecomeanenterpriseoperatingphilosophy,andtheenterprise'soverallbusinessactivitieshaveanimpact,therewillbeamarketingpositioninappropriatelyincreasethetendencyFormanypeoplebelievethatmarketingshouldbethedecision-makinglevelsofguidingideology,ratherthanthelevelofimplementationwork.Marketingoftheenterpriseunderstandingofthepositionisnotcorrect,willbemarketingintheenterpriseapplicationwillbeaffected.Marketingworkistoopenupmarkets,capturethemarketandexpandthemarketwork,enterprisedevelopment,andproductionactivitiesshouldopenupthemarketforservices,amarketthatisthebasisofthefinalservicesinthemarket.Marketingworkisbasedonenterprisecustomersasthestartingpointforthereproductionprocess,andensuresthecustomerasthefocusoftheprocessofreproduction.Thatcustomerdemand-oriented,accordingtotheactualneedsofcustomersdevelopingmarketableproducts,andtargetedmarketingofthemarket,anditssalestomeettheneedsofcustomers.Withenterprisestobecomethemainplayersinthemarket,corporatemarketingworkmoresalientposition,businessleadersmustattachgreatimportancetoit.

Unfortunately,thereisstillamisunderstandingaboutthewordmarketing.Manypeople,includingtopexecutives,useitasasophisticatedtermforselling.Marketingrepresentativeiscommonlyusedinadstorecruitsalespeople.Actually,marketingisawayofmanagingabusinesssothateachcriticalbusinessdecisionismadewithfullknowledgeoftheimpactitwillhaveonthecustomer.

Herearesomespecificwaysinwhichthemarketingapproachdiffersfromtheclassic,orsales,approachtomanagingabusiness.

1. Intheclassicapproach,engineers whodeveloptheproductandfinallytoengineerswhoproduceit.Thus,thesalesapproachonlyendswiththecustomer,whilethemarketingapproachbeginsandendswiththecustomer.

2. Thesecondmajordifferencebetweenthesalesandmarketingapproachesisthefocusofmanagement.Thesalesapproachalmostalwaysfocusesonvolumewhilethemarketingapproachfocusesonprofit.Inshort,undertheclassic（sales）approachthecustomerexistsforthebusiness,whileunderthemarketingapproachthebusinessexistsforthecustomer.

Themarketingconceptisamanagementplanthatviewsallmarketingcomponentsaspartofatotalsystemthatrequireseffectiveplanning,organization,leadershipandcontrol.Itisbasedontheimportanceofcustomerstoafirm,andstates。

 - Allcompanypoliciesandactivitiesshouldbeaimedatsatisfyingcustomerneeds.

3Themarketingplan

Themarketingplanisaproblem-solvingdocument.Skilledproblemsolversrecognizethatabigproblemisusuallythecombinationofseveralsmallerproblems.Thebestapproachistosolveeachofthesmallerproblemsfirst,therebydividingthebigproblemintomanageablepieces.Yourmarketingplanshouldtakethesameapproach.Itshouldbeaguideonwhichtobasedecisionsandshouldensurethateveryoneinyourorganizationisworkingtogethertoachievethesamegoals.Agoodmarketingplancanpreventyourorganizationfromreactingtoproblemsinapiecemealmannerandevenhelpinanticipatingproblems.

Beforeyourmarketingplancanbedeveloped,researchmustgiveyouthebasicguidelines:

forwhomyouaredesigningyourproductorservice（marketsegmentation）,andexactlywhatthatproductorserviceshouldmeantothoseinthemarketplace（marketpositioning）.Belowaresomeguidelinestohelpyoudevelopamarketingplantosupportthestrategyyouhaveselectedforyourorganization.

 Demographics

Thisisthestudyofthedistribution,densityandvitalstatisticsofapopulation,andincludessuchcharacteristicsas

 -Sex.

 -Age.

 -Education.

 -Geographiclocation.

 - Homeownershipversusrental.

 -Maritalstatus.

 - Sizeoffamilyunit.

 - Totalincomeoffamilyunit.

 - Ethnicorreligiousbackground.

 - Jobclassification--bluecollarversussalariedorprofessional.

Psychographicsebasisofappliedsciences.Itenterprisemarketingactivitiesandtostudylaw,

Thisisthestudyofhowthehumancharacteristicsofconsumersmayhaveabearingontheirresponsetoproducts,packaging,advertisingandpublicrelationsefforts.Behaviormaybemeasuredasitinvolvesaninterplayamongthesebroadsetsofvariables:

 -Predisposition--Whatisthereaboutaperson'spastculture,heredityorupbringingthatmayinfluencehisorherabilitytoconsiderpurchasingonenewproductorserviceversusanother?

 -Influences--Whataretherolesofsocialforcessuchaseducation,peerpressureorgroupacceptanceindictatingaperson'sconsumptionpatterns?

 -ProductAttributes--Whattheproductisorcanbemadetorepresentinthemindsofconsumershasasignificantbearingonwhethercertainsegmentswillaccepttheconcept.Theseattributesmaybesuggestedbythemarketerorperceivedbythecustomer.

Life-Style

Statementsconsumersmakeaboutthemselvesthroughconspicuousconsumptioncanbeputtogoodusebyresearchpeoplewhoreadthesignalscorrectly.Bystudyingbehavioralvariables,suchasaperson'suseoftime,servicesandproducts,researcherscanidentifysomecommonfactorsthatcanpredictfuturebehavior.

4Marketresearch

Tousethemarketingc