易货交易所营销策略研究外文翻译docWord文档格式.docx
《易货交易所营销策略研究外文翻译docWord文档格式.docx》由会员分享,可在线阅读,更多相关《易货交易所营销策略研究外文翻译docWord文档格式.docx(9页珍藏版)》请在冰点文库上搜索。
Association,
"
an
organizational
and
a
set
processes
for
creating,
communicating
delivering
customers
managing
customer
relationships
ways
that
benefit
stakeholders."
examines
marketplace
determine
needs
nature
competitors
market,
attempts
develop
strategy
enable
gain
maintain
acompetitive
advantage
marketplace.
Operational
built
upon
foundation
by
strategic
implements
various
plans
strategies
(including
development
appropriate
mix)
attract
foster
loyalty.
Methods
Product
&
Service
There
number
market
one'
services
including
advertising,
direct
response,
sales
promotions,
publicity.
However,
one
understands
customer,
industry
as
well
strengths
weaknesses
competition,
these
approaches
are
unlikely
successful.
helps
sharpen
focus
successfully
compete
concerned
with
two
components:
The
target
best
way
communicate
product
service
market.
viable
depends
on
several
key
dimensions.
First,
any
global
organization,
successful
endorsed
top
management
also
political
nature:
Powerful
units
may
disagree
accord
need
negotiated.
affected
culture
assumptions
this
engenders.
For
example,
if
has
always
marketed
widgets
business
executives,
it
see
lower
level
personnel
even
personal
use
adults
teenagers.
Factors
Implement
Plan
Development
factors
should
impact
plan
first
comprises
assets
skills
already
possesses
readily
acquire.
significant
programming
department
payroll,
would
feasible
make
application
software.
involved
other
work
not
free
new
software
project
cannot
afford
hire
additional
programmers,
starting
line
inadvisable
at
best.
second
factor
must
considered
when
developinga
drivers.
These
political,
economic,
sociocultural,
technological
forces
influence
wants
consumer
base.
able
handle
increasing
volumes
information
data
led
widespread
technology
many
industries.
Similarly,
college
education
jobs
proliferation
for-profit
institutions
higher
education.
Impacting
Strategy
Market
drivers,
however,
only
external
force
shapes
strategy.
competition
very
important
determining
whether
effort
Virtually
no
without
competition.
When
buying
computer,
choose
between
Mac
PC.
Most
soft
drinks
manufactured
companies
who
offer
similar
products.
variety
choices
available
deciding
where
fill
up
car,
yet
most
fuels
pump
virtually
same.
Each
businesses
own
position
strives
keep
share
through
efforts.
Part
decide
differentiate
oneself
from
Another
impacts
stage
life
cycle.
Some
organizations
excel,
being
innovation
product.
Others
excel
taking
adapting
(e.g.,
price,
different
features).
In
addition,
there
windows
affect
ability
A
window
limited
time
period
during
which
optimal
fit
competencies
computer
storage
continues
evolve,
methods
people
store
change.
Punch
cards
magnetic
tape
gave
5.25
inch
3.5
disks.
Today,
more
storing
memory
sticks
instead,
computers
made
disk
drives.
concept
using
punch
foreign
antiquated
people'
minds
abacus.
Once
begins
close,
typically
look
another
opportunity.
Competitive
To
help
meet
goals
objectives,
competitive
increase
advantage.
three
generic
strategies:
(1)
provision
low
cost
(2)
differentiation
those
(3)
niche.
Low
Cost
goal
larger
share.
done
offering
acceptable
quality
prices
than
expectation
earn
return
investment
volume
sales.
basic
used
low-cost
leadership
include
reduction
overhead,
production
costs
focused
strategies.
restaurant
reduce
price
wine
intention
making
shortfall
profits
selling
they
did
price.
big
box
combination
effective
practices
operation
order
deliver
lowest
possible
merchandise.
Differentiation
approach
differentiation.
approach,
itself
producing
whose
perceived
have
unique
features
characteristics
apart
offerings.
build
loyalty
something
offered
else
strategy,
necessity
keeping
down
becomes
less
because
frequently
willing
pay
get
favorite
brand.
subjective
brand
necessarily
sufficient
point
beyond
longer
premiumprice.
carefully
managed,
highly
Merrill
Lynch
was
integrated
financial
desirable
investors.
yielded
recognized
valued
differentiated
competitors,
but
resulted
substantial
Niche
niche
marketing.
seeks
proportion
total
given
type
requires
concentration
specific
segments
based
such
buyer
group,
portion
geographical
area.
rather
generalist,
consulting
firm
might
specialize
working
telecommunications
west
side
metropolitan
Chicago.
indicated
situations
believes
better
serve
segment
entire
illustration
firm,
founding
partners
come
out
and,
therefore
familiar
nuances
puts
(through
differentiation)
whole.
Consideration
Competitors
Marketplace
successful,
analysis
consider