5000字外文翻譯

.附 錄外文文獻(xiàn)原文1.Introduction Marketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad that generates record-breaking volume for a retail store one month is repeated the following month and bombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The same 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 eludes 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 strategy. For Marketing is the definition, The well-known American scholar Philips marketing of the core marketing concept of the following description : Marketing is individuals or groups to create, provide and exchange with other valuable products, to satisfy their own needs and desires of a social activities and management 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 sales were a series of concept. This article is devoted to the idea that your marketing results can be improved through a better Understanding 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 conglomerates 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 exclusively to solving your customers problems. The quality of services, and enterprises to cultivate 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 written 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 the customer first. Marketing is a very complex subject; it deals with all the steps between determining customer needs and supplying them at a profit. In addition to some introductory material on marketing, this publication includes practical material on the marketing approaches to budgeting, layout design, and headline writing, copywriting and media analysis. So that a clear understanding of enterprise marketing strategy to improve the operations of enterprises. 2.The marketing concept. Market positioning is identifying the target market, enterprises will adopt what marketing methods, which provide products and services the target market and competitors to show distinction, thereby establishing corporate image and obtain favorable competitive position. Market positioning is a process of enterprise differentiation process, how to find the differences, identify differences 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.Positioning 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, enterprises 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,with full, comprehensive, practical features. As a modern enterprise businesses Marketing system introduced in the market economy under the conditions of the enterprises should have a sense of the market, business sense, Marketing strategies and methods. With Chinas economy growing prosperity, the market competition is becoming increasingly fierce; enterprises need Modern Marketing Theory as the guide. In the initial stage, a number of enterprises have marketing only as a help to product sales growth strategy and means If so far, many Chinese enterprises remain with the Department of Marketing with sales of two and one; When people realize that to meet the needs of the customer-oriented marketing concept should become an enterprise operating philosophy, and the enterprises overall business activities have an impact, there will be a marketing position inappropriately increase the tendency For many people believe that marketing should be the decision-making levels of guiding ideology, rather than the level of implementation work. Marketing of the enterprise understanding of the position is not correct, will be marketing in the enterprise application will be affected. Marketing work is to open up markets, capture the market and expand the market work, enterprise development, and production activities should open up the market for services, a market that is the basis of the final services in the market. Marketing work is based on enterprise customers as the starting point for the reproduction process, and ensures the customer as the focus of the process of reproduction.That customer demand-oriented, according to the actual needs of customers developing marketable products, and targeted marketing of the market, and its sales to meet the needs of customers. With enterprises to become the main players in the market, corporate marketing work more salient position, business leaders must attach great importance to it. Unfortunately, there is still a misunderstanding about the word marketing. Many people, including top executives, use it as a sophisticated term for selling. Marketing representative is commonly used in ads to recruit salespeople. Actually, marketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact it will have on the customer. Here are some specific ways in which the marketing approach differs from the classic, or sales, approach to managing a business. In the classic approach, engineers who develop the product and finally to engineers who produce it. Thus, the sales approach only ends with the customer, while the marketing approach begins and ends with the customer. The second major difference between the sales and marketing approaches is the focus of management. The sales approach almost always focuses on volume while the marketing approach focuses on profit. In short, under the classic (sales) approach the customer exists for the business, while under the marketing approach the business exists for the customer. The marketing concept is a management plan that views all marketing components as part of a total system that requires effective planning, organization, leadership and control. It is based on the importance of customers to a firm, and states。 - All company policies and activities should be aimed at satisfying customer needs. 3.The marketing plan The marketing plan is a problem-solving document. Skilled problem solvers recognize that a big problem is usually the combination of several smaller problems. The best approach is to solve each of the smaller problems first, thereby dividing the big problem into manageable pieces. Your marketing plan should take the same approach. It should be a guide on which to base decisions and should ensure that everyone in your organization is working together to achieve the same goals. A good marketing plan can prevent your organization from reacting to problems in a piecemeal manner and even help in anticipating problems. Before your marketing plan can be developed, research must give you the basic guidelines: for whom you are designing your product or service (market segmentation), and exactly what that product or service should mean to those in the marketplace (market positioning). Below are some guidelines to help you develop a marketing plan to support the strategy you have selected for your organization. This is the study of the distribution, density and vital statistics of a population, and includes such characteristics as - Sex. - Age. - Education. - Geographic location. - Home ownership versus rental. - Marital status. - Size of family unit. - Total income of family unit. - Ethnic or religious background. - Job classification - blue collar versus salaried or professional. Psychographics This is the study of how the human characteristics of consumers may have a bearing on their response to products, packaging, advertising and public relations efforts. Behavior may be measured as it involves an interplay among these broad sets of variables: - Predisposition - What is there about a persons past culture, heredity or upbringing that may influence his or her ability to consider purchasing one new product or service versus another? - Influences - What are the roles of social forces such as education, peer pressure or group acceptance in dictating a persons consumption patterns? - Product Attributes - What the product is or can be made to represent in the minds of consumers has a significant bearing on whether certain segments will accept the concept. These attributes may be suggested by the marketer or perceived by the customer. Life-Style Statements consumers make about themselves through conspicuous consumption can be put to good use by research people who read the signals correctly. By studying behavioral variables, such as a persons use of time, services and products, researchers can identify some common factors that can predict future behavior. 4.Market research To use the marketing concept effectively in a growing business, you should Analyze your firms competitive advantage. What do you do best? Identify specific markets you now serve. Determine the wants and needs of your present 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 toyour present customers. Test the results to see if your new strategies are yielding the desired results. Market research must be used in each of these six steps to help define your business for your customers 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 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 communication 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 thinkers can 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. 外文文獻(xiàn)翻譯1.簡(jiǎn)介 對(duì)于企業(yè)的創(chuàng)造者和提案者而言，營(yíng)銷策略是一個(gè)迷。它能夠使企業(yè)起死回生，也能夠使企業(yè)從天堂掉進(jìn)地獄。一個(gè)企業(yè)能否成功和發(fā)展，在很大程度上取決于企業(yè)是否擁有先進(jìn)的，符合企業(yè)發(fā)展需要的營(yíng)銷策略。美國(guó)著名的營(yíng)銷學(xué)者菲利浦對(duì)市場(chǎng)營(yíng)銷的核心概念進(jìn)行了如下的描述：“市場(chǎng)營(yíng)銷是個(gè)人或群體通過(guò)創(chuàng)造，提供并同他人交換有價(jià)值的產(chǎn)品，以滿足各自的需要和欲望的一種社會(huì)活動(dòng)和管理過(guò)程”。在這個(gè)核心概念中包含了幾個(gè)方面的內(nèi)容：需要，欲望和需求；產(chǎn)品或提供物；價(jià)值和滿意；交換和交易；關(guān)系和網(wǎng)絡(luò)；市場(chǎng)；營(yíng)銷和營(yíng)銷者等一系列的概念。 這篇文章的撰寫(xiě)，是專門讓客戶了解到企業(yè)的營(yíng)銷成功是可以通過(guò)更好地理解顧客的需求的方法來(lái)獲取市場(chǎng)的。而使企業(yè)的營(yíng)銷策略得到改善這種辦法通常被人們稱為營(yíng)銷理念。 把顧客放在首位，恐怕是當(dāng)今企業(yè)最受用的字眼。無(wú)論是從巨人集團(tuán)還是到理發(fā)店，紛紛提出為顧客服務(wù)的口號(hào)。這些口號(hào)的提出往往只是口惠而已。企業(yè)的經(jīng)營(yíng)典型模式也是這樣的“來(lái)買這個(gè)偉大的產(chǎn)品，我們創(chuàng)造成本，奇妙的服務(wù)我們提供?！?所謂的贈(zèng)品當(dāng)然只是我們一詞。換句話說(shuō)，大部分的商業(yè)活動(dòng)，包括廣告，都致力于解決公司的營(yíng)銷問(wèn)題。不過(guò)，如果企業(yè)能把所有的經(jīng)濟(jì)活動(dòng)都是完全為了解決客戶問(wèn)題的話，企業(yè)就更加容易得到成功。因?yàn)閮?yōu)質(zhì)的服務(wù)，有利于企業(yè)培養(yǎng)顧客群的滿意度和忠誠(chéng)度，并可以創(chuàng)造企業(yè)的價(jià)值。 任何營(yíng)銷計(jì)劃，在良好的契機(jī)上能成為使企業(yè)得到成功的方法，以下的內(nèi)容將目前的營(yíng)銷觀念的設(shè)計(jì)和解決潛在客戶問(wèn)題的進(jìn)行方式，從而使企業(yè)清楚認(rèn)識(shí)營(yíng)銷策略，改善企業(yè)的經(jīng)營(yíng)運(yùn)作。2.營(yíng)銷觀念 營(yíng)銷學(xué)是一門建立在經(jīng)濟(jì)科學(xué)、行為科學(xué)和現(xiàn)代管理理論基礎(chǔ)上的應(yīng)用學(xué)科。它以企業(yè)營(yíng)銷活動(dòng)過(guò)程及其規(guī)律性為研究對(duì)象，具有全程性、綜合性、實(shí)踐性的特點(diǎn)。作為現(xiàn)代工商企業(yè)的“生意經(jīng)”，市場(chǎng)營(yíng)銷學(xué)系統(tǒng)地介紹在市場(chǎng)經(jīng)濟(jì)條件下企業(yè)應(yīng)當(dāng)具備的市場(chǎng)觀念、經(jīng)營(yíng)意識(shí)、營(yíng)銷策略與方法。隨著我國(guó)經(jīng)濟(jì)的日益繁榮，市場(chǎng)競(jìng)爭(zhēng)的日趨激烈，企業(yè)急需現(xiàn)代市場(chǎng)營(yíng)銷理論的指導(dǎo)。 在最初階段，很多企業(yè)都把市場(chǎng)營(yíng)銷僅作為一種有助于產(chǎn)品銷售增長(zhǎng)的策略和手段，如至今為止，中國(guó)的很多企業(yè)仍然是將營(yíng)銷部同銷售部合二而一的；當(dāng)人們認(rèn)識(shí)到以顧客需要的滿足為導(dǎo)向的市場(chǎng)營(yíng)銷觀念應(yīng)當(dāng)成為企業(yè)的一種經(jīng)營(yíng)哲學(xué)，而對(duì)企業(yè)的整體經(jīng)營(yíng)活動(dòng)產(chǎn)生影響時(shí)，又出現(xiàn)了將市場(chǎng)營(yíng)銷的地位不恰當(dāng)?shù)靥岣叩膬A向，如有不少人認(rèn)為，市場(chǎng)營(yíng)銷應(yīng)當(dāng)是企業(yè)決策層次的指導(dǎo)思想，而不是執(zhí)行層次的工作。對(duì)市場(chǎng)營(yíng)銷在企業(yè)中地位認(rèn)識(shí)的不正確，必須會(huì)對(duì)市場(chǎng)營(yíng)銷在企業(yè)中的運(yùn)用帶來(lái)影響。 市場(chǎng)營(yíng)銷工作是屬于開(kāi)辟市場(chǎng)、占領(lǐng)市場(chǎng)和擴(kuò)大市場(chǎng)的工作，企業(yè)的開(kāi)發(fā)和生產(chǎn)活動(dòng)都要為市場(chǎng)的開(kāi)拓工作服務(wù)，即以市場(chǎng)為依據(jù)，最終服務(wù)于市場(chǎng)。市場(chǎng)營(yíng)銷工作是以顧客作為企業(yè)再生產(chǎn)過(guò)程的起點(diǎn)，又以顧客作為再生產(chǎn)過(guò)程的重點(diǎn)。即以顧客的需求為導(dǎo)向，按顧客的實(shí)際需要開(kāi)發(fā)適銷對(duì)路的產(chǎn)品，并有的放矢地推銷到市場(chǎng)，實(shí)現(xiàn)銷售，滿足顧客的需要。隨著企業(yè)成為市場(chǎng)主體，企業(yè)市場(chǎng)營(yíng)銷工作的地位日益突出，企業(yè)領(lǐng)導(dǎo)者必須高度重視。 可惜的是，對(duì)于許多人而言，包括高層的管理人員，對(duì)營(yíng)銷存在了一個(gè)嚴(yán)重的誤解。管理者只是利用營(yíng)銷理論作為一種先進(jìn)的銷售策略，把營(yíng)銷代表當(dāng)作常用的廣告招聘推銷員。其實(shí)，營(yíng)銷是屬于一種企業(yè)管理理論，用營(yíng)銷的知識(shí)來(lái)充分了解客戶和企業(yè)之間的關(guān)系，從而影響每一個(gè)關(guān)鍵的商業(yè)決定。 以下有一些具體的辦法，是用經(jīng)典的營(yíng)銷方式和傳統(tǒng)的銷售辦法來(lái)管理業(yè)務(wù)的不同做出比較，從而得出營(yíng)銷不等于銷售。 （1）所謂的營(yíng)銷方式，就是指工程師和設(shè)計(jì)師創(chuàng)造了一種產(chǎn)品，這是當(dāng)時(shí)給銷售人士用于找客戶以及推銷的產(chǎn)品。在營(yíng)銷方式上，第一步是要確定哪些客戶需要或想要什么，理解到客戶的需求。然后銷售人員把該信息反饋給設(shè)計(jì)師上，從而讓工程師和設(shè)計(jì)師了解到客戶對(duì)產(chǎn)品的要求，不斷改進(jìn)產(chǎn)品的性能。然而，傳統(tǒng)的銷售方式只是銷售人員與客戶接觸的開(kāi)始與結(jié)束的這一個(gè)過(guò)程。 （2）第二個(gè)主要差別的銷售和營(yíng)銷方法的側(cè)重點(diǎn)。營(yíng)銷方法的重點(diǎn)是管理。銷售方式的重點(diǎn)幾乎都是集中在商品的利潤(rùn)?？傊?，在古典的銷售方式，客戶的存在是為了生意，而在營(yíng)銷方式而言，客戶的存在是為了加強(qiáng)企業(yè)的管理。 營(yíng)銷觀念是一個(gè)管理計(jì)劃，把所有營(yíng)銷元件作為一個(gè)整體系統(tǒng)，要求有效的規(guī)劃，組織領(lǐng)導(dǎo)和控制。它是基于對(duì)客戶堅(jiān)定的支持。所有公司的政策和活動(dòng)都應(yīng)以滿足顧客的需求為主。有利可圖的銷售量是公司一種較好的目標(biāo)，比如最高銷售量等。 （3）營(yíng)銷計(jì)劃是就像一個(gè)解決問(wèn)題的方法。要做到熟練解題，就必須把一個(gè)大問(wèn)題分成幾個(gè)較小的問(wèn)題，然后每一個(gè)小問(wèn)題中開(kāi)始解決：第一，從而把大問(wèn)題變成一個(gè)可管理的問(wèn)題。企業(yè)的營(yíng)銷計(jì)劃應(yīng)采取同樣的態(tài)度，它應(yīng)是一個(gè)引導(dǎo)，在此基礎(chǔ)上決定，并應(yīng)確保員工在企業(yè)的組織工作達(dá)到相同的目標(biāo)。一個(gè)良好的促銷計(jì)劃，可以防止企業(yè)的組織在一些零碎的方式的反應(yīng)問(wèn)題上洞悉先機(jī)。 要使企業(yè)的營(yíng)銷計(jì)劃得到進(jìn)一步的發(fā)展，必須為營(yíng)銷計(jì)劃制定一個(gè)具科學(xué)性的基本方針。首先，企業(yè)要明確對(duì)象設(shè)計(jì)產(chǎn)品或服務(wù)，也就是說(shuō)如何進(jìn)行市場(chǎng)分割。而要提供怎樣的產(chǎn)品或服務(wù)，則是指如何進(jìn)行市場(chǎng)定位。以下列舉的一些準(zhǔn)則，有利于企業(yè)制定營(yíng)銷計(jì)劃，進(jìn)行市場(chǎng)分割和定位。 用人口統(tǒng)計(jì)學(xué)的方法，也就是研究人口的分布，密度和人口動(dòng)態(tài)