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MARKETINGSTRATEGYMARKETSEGMENTATIONANDTARGETSTRATEGYAMARKETCONSISTSOFPEOPLEORORGANIZATIONSWITHWANTS,MONEYTOSPEND,ANDTHEWILLINGNESSTOSPENDITHOWEVER,WITHINMOSTMARKETSTHEBUYERNEEDSARENOTIDENTICALTHEREFORE,ASINGLEMARKETINGPROGRAMSTARTSWITHIDENTIFYINGTHEDIFFERENCESTHATEXISTWITHINAMARKET,APROCESSCALLEDMARKETSEGMENTATION,ANDDECIDINGWHICHSEGMENTSWILLBEPURSUEDADSTARGETMARKETSMARKETINGSEGMENTATIONENABLESACOMPANYTOMAKEMOREEFFICIENTUSEOFITSMARKETINGRESOURCESALSO,ITALLOWSASMALLCOMPANYTOCOMPETEEFFECTIVELYBYCONCENTRATINGONONEORTWOSEGMENTSTHEAPPARENTDRAWBACKOFMARKETSEGMENTATIONISTHATITWILLRESULTINHIGHERPRODUCTIONANDMARKETINGCOSTSTHANAONEPRODUCT,MASSMARKETSTRATEGYHOWEVER,IFTHEMARKETISCORRECTLYSEGMENTED,THEBETTERFITWITHCUSTOMERSNEEDSWILLACTUALLYRESULTINGREATEREFFICIENCYTHETHREEALTERNATIVESTRATEGIESFORSELECTINGATARGETMARKETAREMARKETAGGREGATION,SINGLESEGMENT,ANDMULTIPLESEGMENTMARKETAGGREGATIONSTRATEGYINVOLVESUSINGONEMARKETINGMIXTOREACHAMASS,UNDIFFERENTIATEDMARKETWITHASINGLESEGMENTSTRATEGY,ACOMPANYSTILLUSESONLYONEMARKETINGMIX,BUTITISDIRECTEDATONLYONESEGMENTOFTHETOTALMARKETAMULTIPLESEGMENTSTRATEGYENTAILSSELECTINGTWOORMORESEGMENTSANDDEVELOPINGASEPARATEMARKETINGMIXTOREACHSEGMENTPOSITIONINGTHEPRODUCTMANAGEMENTSABILITYTOBRINGATTENTIONTOAPRODUCTANDTODIFFERENTIATEITINAFAVORABLEWAYFROMSIMILARPRODUCTSGOESALONGWAYTOWARDDETERMININGTHATPRODUCTSREVENUESTHUSMANAGEMENTNEEDSTOENGAGEINPOSITIONING,WHICHMEANSDEVELOPINGTHEIMAGETHATAPRODUCTPROJECTSINRELATIONTOCOMPETITIVEPRODUCTSANDTOTHEFIRMSOTHERPRODUCTSMARKETINGEXECUTIVESCANCHOOSEFROMAVARIETYOFPOSITIONINGSTRATEGIESSOMETIMESTHEYDECIDETOUSEMORETHANONEFORAPARTICULARPRODUCTHEREARESEVERALMAJORPOSITIONINGSTRATEGIES1POSITIONINGINRELATIONTOACOMPETITORFORSOMEPRODUCTS,THEBESTPOSITIONISDIRECTLYAGAINSTTHECOMPETITIONTHISSTRATEGYISESPECIALLYSUITABLEFORAFIRMTHATALREADYHASASOLIDDIFFERENTIALADVANTAGEORISTRYINGTOSOLIDIFYSUCHANADVANTAGETOFENDOFFRIVALMARKERSOFMICROPROCESSORS,INTELCORPLAUNCHEDACAMPAIGNTOCONVINCEBUYERSTHATITSPRODUCTISSUPERIORTOCOMPETITORSTHECOMPANYEVENPAIDCOMPUTERMAKERSTOINCLUDETHESLOGAN,“INTELINSIDE“INTHEIRADSASTHEMARKETLEADER,COCACOLAINTRODUCESNEWPRODUCTSANDEXECUTESITSMARKETINGSTRATEGIESATTHESAMETIME,ITKEEPSANEYEONPEPSICOLA,BEINGSURETOMATCHANYCLEVER,EFFECTIVEMARKETINGMOVESMADEBYITSPRIMARYCOMPETITOR2POSITIONINGINRELATIONTOAPRODUCTCLASSORATTRIBUTESOMETIMESACOMPANYSPOSITIONINGSTRATEGYENTAILSASSOCIATINGITSPRODUCTWITHORDISTANCINGITFROMAPRODUCTCLASSORATTRIBUTESSOMECOMPANIESTRYTOPLACETHEIRPRODUCTSINADESIRABLECLASS,SUCHAS“MADEINTHEUSA“INTHEWORDSOFONECONSULTANT,“THEREISASTRONGEMOTIONALAPPEALWHENYOUSAY,MADEINTHEUSA“THUSASMALLSPORTSWEARMANUFACTURER,BOSTONPREPARATORYCOISUSINGTHISPOSITIONINGSTRATEGYTOSEEKANEDGEOVERLARGECOMPETITORSSUCHASCALVINKLEINANDTOMMYHILFIGER,WHICHDONTPRODUCEALLOFTHEIRPRODUCTSINTHEUS3POSITIONINGBYPRICEANDQUALITYCERTAINPRODUCERANDRETAILERSAREKNOWNFORTHEIRHIGHQUALITYPRODUCTSANDHIGHPRICESINTHERETAILINGFIELD,SAKEFIFTHAVENUEANDNEIMANMARCUSAREPOSITIONEDATONEENDOFTHEPRICEQUALITYCONTINUUMDISCOUNTSTORESSUCHASTARGETANDKMARTAREATTHEOTHERWERENOTSAYING,HOWEVER,THATDISCOUNTERSIGNOREQUALITYRATHER,THEYSTRESSLOWPRICESPENNEYSTIREDANDFORTHEMOSTPARTSUCCEEDEDINREPOSITIONINGITSSTORESONTHEPRICEQUALITYCONTINUUMBYUPGRADINGAPPARELLINESANDSTRESSINGDESIGNERNAMESTHEWORDBRANDSISCOMPREHENSIVEITENCOMPASSESOTHERNARROWERTERMSABRANDISANAMEAND/ORMARKINTENDEDTOIDENTIFYTHEPRODUCTOFONESELLERORGROUPOFSELLERSANDDIFFERENTIATETHEPRODUCTFROMCOMPETINGPRODUCTSABRANDNAMECONSISTSOFWORDS,LETTERS,AND/ORNUMBERSTHATCANBEVOCALIZEDABRANDMARKISTHEPARTOFTHEBRANDTHATAPPEARSINTHEFORMOFASYMBOL,DESIGN,ORDISTINCTIVECOLORORLETTERINGABRANDMARKISRECOGNIZEDBUYSIGHTBUCANNOTBEEXPRESSEDWHENAPERSONPRONOUNCESTHEBRANDNAMECREST,COORS,ANDRIDERFORRALPHLAURENSPOLOBRANDGREENGIANTCANNEDANDFROZENVEGETABLEPRODUCTSANDARMHAMMERBAKINGSODAAREBOTHBRANDNAMESANDBRANDMARKSATRADEMARKISABRANDTHATHASBEENADOPTEDBYASELLERANDGIVENLEGALPROTECTIONATRADEMARKINCLUDESNOTJUSTTHEBRANDMARK,ASMANYPEOPLEBELIEVE,BUTALSOTHEBRANDNAMETHELANHAMACTOF1946PERMITSFIRMSTOREGISTERTRADEMARKSWITHTHEFEDERALGOVERNMENTTOPROTECTTHEMFROMUSEORMISUSEBYOTHERCOMPANIESTHETRADEMARKLAWREVISIONACT,WHICHTOOKEFFECTIN1989,ISTENDEDTOSTRENGTHENTHETHEREGISTRATIONSYSTEMTOTHEBENEFITOFUSFIRMSFORSELLERS,BRANDSCANBEPROMOTEDTHEYAREEASILYRECOGNIZEDWHENDISPLAYEDINASTOREORINCLUDEDINADVERTISINGBRANDINGREDUCESPRICECOMPARISONSBECAUSEBRANDSAREANOTHERFACTORTHATNEEDSTOBECONSIDEREDINCOMPARINGDIFFERENTPRODUCTS,BRANDINGREDUCESTHELIKELIHOODOFPURCHASEDECISIONBASEDSOLELYONPRICETHEREPUTATIONOFABRANDALSOINFLUENCESCUSTOMERLOYALTYAMONGBUYERSOFSERVICESASWELLASCUSTOMERGOODSFINALLY,BRANDINGCANDIFFERENTIATECOMMODITIESSUNKISTORANGES,MORTONSALT,ANDDOMINOSUGAR,FOREXAMPLEPRICINGPRICINGISADYNAMICPROCESS,COMPANIESDESIGNAPRICINGSTRUCTURETHATCOVERSALLTHEIRPRODUCTSTHEYCHANGETHISSTRUCTUREOVERTIMEANDADJUSTITTOACCOUNTFORDIFFERENTCUSTOMERSANDSITUATIONSPRICINGSTRATEGIESUSUALLYCHANGEASAPRODUCTPASSESTHROUGHITSLIFECYCLEMARKETERSFACEIMPORTANTCHOICEWHENTHEYSELECTNEWPRODUCTPRICINGSTRATEGIESTHECOMPANYCANDECIDEONONEOFSEVERALPRICEQUALITYSTRATEGIESFORINTRODUCINGANIMITATIVEPRODUCTINPRICINGINNOVATIVEPRODUCTS,ITCANPRACTICEMARKETSKIMMINGPRICINGBYINITIALLYSETTINGHIGHPRICESTO“SKIM“THEIMUMAMOUNTOFREVENUEFROMVARIOUSSEGMENTSOFTHEMARKETORITCANUSEMARKETPENETRATIONPRICINGBYSETTINGALOWINITIALPRICETOWINALARGEMARKETSHARECOMPANIESAPPLYAVARIETYOFPRICEADJUSTMENTSTRATEGIESTOACCOUNTFORDIFFERENCESINCONSUMERSEGMENTSANDSITUATIONSONEISDISCOUNTANDALLOWANCEPRICING,WHEREBYTHECOMPANYDECIDESONQUANTITY,FUNCTIONAL,ORSEASONALDISCOUNTS,ORVARYINGTYPESOFALLOWANCESASECONDSTRATEGYISSEGMENTEDPRICING,WHERETHECOMPANYSELLERSAPRODUCTATTWOORMOREPRICESTOALLOWFORDIFFERENCESINCUSTOMERS,PRODUCTS,ORLOCATIONSSOMETIMESCOMPANIESCONSIDERMORETHANECONOMICSINTHEIRPRICINGDECISIONS,ANDUSEPSYCHOLOGICALPRICINGTOCOMMUNICATEABOUTTHEPRODUCTSQUALITYORVALUEINPROMOTIONALPRICING,COMPANIESTEMPORARILYSELLTHEIRPRODUCTBELLOWLISTPRICEASASPECIALEVENTTODRAWMORECUSTOMERS,SOMETIMESEVENSELLINGBELOWCOSTWITHVALUEPRICING,THECOMPANYOFFERSJUSTTHENIGHTCOMBINATIONOFQUALITYANDGOODSERVICEATAFAIRPRICEANOTHERAPPROACHISGEOGRAPHICALPRICING,WHEREBYTHECOMPANYDECIDESHOWTOPRICEDISTANTCUSTOMERS,CHOOSINGFROMALTERNATIVEASFOBPRICING,UNIFORMDELIVEREDPRICING,ZONEPRICING,BASINGPOINTPRICING,ANDFREIGHTABSORPTIONPRICINGFINALLY,INTERNATIONALPRICINGMEANSTHATTHECOMPANYADJUSTSITSPRICETOMEETDIFFERENTWORLDMARKETSDISTRIBUTIONCHANNELSMOSTPRODUCERSUSEINTERMEDIARIESTOBRINGTHEIRPRODUCTSTOMARKETTHEYTRYTOFORGEADISTRIBUTIONCHANNELASETOFINTERDEPENDENTORGANIZATIONSINVOLVEDINTHEPROCESSOFMARKINGAPRODUCTORSERVICEAVAILABLEFORUSEORCONSUMPTIONBYTHECONSUMERSORBUSINESSUSERWHYDOPRODUCERSGIVESOMEOFTHESELLINGJOBTOINTERMEDIARIESAFTERALL,DOINGSOMEANSGIVINGUPSOMECONTROLOVERHOWANDTOWHOMTHEPRODUCTSARESOLDTHEUSEOFINTERMEDIARIESRESULTSFROMTHEIRGREATEREFFICIENCYINMARKINGGOODSAVAILABLETOTARGETMARKETSTHROUGHTHEIRCONTACTS,EXPERIENCE,SPECIALIZATION,ANDSCALESOFOPERATION,INTERMEDIARIESUSUALLYOFFERTHEFIRMMOVEVALUETHANITCANACHIEVEONITSOWNEFFORTSADISTRIBUTIONCHANNELMOVESGOODSFROMPRODUCERSTOCUSTOMERSITOVERCOMESTHEMAJORTIME,PLACE,ANDPOSSESSIONGAPSTHATSEPARATEGOODSANDSERVICESFROMTHOSEWHOWOULDUSETHEMMEMBERSOFTHEMARKETINGCHANNELPERFORMMANYFUNCTIONSSOMEHELPTOCOMPLETETRANSACTIONS1INFORMATION2PROMOTION3CONTACTFINDINGANDCOMMUNICATINGWITHPROSPECTIVEBUYERS4MATCHINGFITTINGTHEOFFERTOTHEBUYERSNEEDS,INCLUDINGSUCHACTIVITIESASMANUFACTURINGANDPACKAGING5NEGOTIATIONREACHINGANAGREEMENTONPRICEANDOTHERTERMSOFTHEOFFERSOTHATOWNERSHIPORPOSSESSIONCANBETRANSFERREDOTHERHELPTOFULFILLTHECOMPLETEDTRANSFERRED1TRANSPORTINGANDSTORINGGOODS2FINANCING3RISKTAKINGASSUMINGTHERISKOFCARRYINGOUTTHECHANNELWORKTHEQUESTIONISNOTWHETHERTHESEFUNCTIONSNEEDTOBEPERFORMED,BUTRATHERWHOISTOPERFORMTHEMALLTHEFUNCTIONSHAVETHREETHINGSINCOMMONTHEYUSEUPSCARCERESOURCE,THEYOFTENCANBEPERFORMEDBETTERTHROUGHSPECIALIZATION,ANDTHEYCANBESHIFTEDAMONGCHANNELMEMBERSTOTHEEXTENTTHATTHEMANUFACTURERPERFORMSTHESEFUNCTIONS,ITSCOSTSGOUPANDITSPRICESHAVETOBEHIGHERATTHESAMETIME,WHENSOMEOFTHESEFUNCTIONSARESHIFTEDTOINTERMEDIARIES,THEPRODUCERSCOSTSANDPRICESMAYBELOWER,BUTTHEINTERMEDIARIESMUSTCHARGEMORETOCOVERTHECOSTSOFTHEIRWORKINDIVIDINGTHEWORKOFTHECHANNEL,THEVARIOUSFUNCTIONSSHOULDBEASSIGNEDTOTHECHANNELMEMBERSWHOCANPERFORMTHEMMOSTEFFICIENTLYANDEFFECTIVELYTOPROVIDESATISFACTORYASSORTMENTSOFGOODSTOTARGETCONSUMERSDISTRIBUTIONCHANNELSCANBEDESCRIBEDBYTHENUMBEROFCHANNELLEVELSINVOLVEDEACHLAYEROFMARKETINGINTERMEDIARIESTHATPERFORMSSOMEWORKINBRININGTHEPRODUCTANDITSOWNERSHIPCLOSERTOTHEFINALBUYERISACHANNELLEVELBECAUSETHEPRODUCERANDTHEFINALCONSUMERBOTHPERFORMSOMEWORK,THEYAREPARTOFEVERYCHANNELWHENSELECTINGINTERMEDIARIES,THECOMPANYSHOULDDETERMINEWHATCHARACTERISTICSDISTINGUISHTHEBETTERONESITWILLWANTTOEVALUATETHETHECHANNELMEMBERSYEARSINBUSINESS,OTHERLINESCARRIED,GROWTHANDPROFITRECORD,COOPERATIVENESS,ANDREPUTATIONIFTHEINTERMEDIARIESARESALESAGENTS,THECOMPANYWILLWANTTOEVALUATETHENUMBERANDCHARACTEROFTHEOTHERLINESCARRIED,ANDTHESIZEANDQUALITYOFTHESALESFORCEIFTHEINTERMEDIARYISARETAILSTORETHATWANTSEXCLUSIVEORSELECTIVEDISTRIBUTION,THECOMPANYWILLWANTTOEVALUATETHESTORESCUSTOMERS,LOCATION,ANDFUTUREGROWTHPOTENTIALUNDERSTANDINGTHENATUREOFDISTRIBUTIONCHANNELSISIMPORTANT,ASCHOOSINGAMONGDISTRIBUTIONCHANNELSISONEOFTHEMOSTCHALLENGINGDECISIONSFACINGTHEFIRMMARKETINGINTERMEDIARIESAREUSEDBECAUSETHEYPROVIDEGREATEREFFICIENCYINMARKINGGOODSAVAILABLETOTARGETMARKETSTHEKEYDISTRIBUTIONCHANNELFUNCTIONISMOVINGGOODSFROMPRODUCERSTOCONSUMERSBYHELPINGTOCOMPLETETRANSACTIONSANDFULFILLTHECOMPLETEDTRANSACTIONDISTRIBUTIONCHANNELSCANBEDESCRIBEDBYTHENUMBEROFCHANNELLEVELS,WHICHCANINCLUDENOINTERMEDIARIESINADIRECTCHANNEL,ORONETOSEVERALINTERMEDIARIESININDIRECTCHANNELSPROMOTIONPROMOTIONISONEOFTHEFOURMAJORELEMENTSOFTHECOMPANYSMARKETINGMIXTHEMAINPROMOTIONTOOLSADVERTISING,SALESPROMOTION,PUBLICRELATIONS,ANDPERSONALSELLINGWORKTOGETHERTOACHIEVETHECOMPANYSCOMMUNICATIONSOBJECTIVESPEOPLEATALLLEVELSOFTHEORGANIZATIONMUSTBEAWAREOFTHEMANYLEGALANDETHICALISSUESSURROUNDINGMARKETINGCOMMUNICATIONSMUCHWORKISREQUIREDTOPRODUCESOCIALLYRESPONSIBLEMARKETINGCOMMUNICATINGINADVERTISING,PERSONALSELLING,ANDDIRECTSELLINGCOMPANIESMUSTWORKHARDANDPROACTIVELYATCOMMUNICATINGOPENLY,HONESTLY,ANDAG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