市場(chǎng)營(yíng)銷(xiāo)策略外文文獻(xiàn)及翻譯

1、市場(chǎng)營(yíng)銷(xiāo)策略外文文獻(xiàn)及翻譯Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying

2、 the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets.Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by con

3、centrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greate

4、r efficiency.The three alternative strategies for selecting a target market are market aggregation,single segment,and multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one mark

5、eting mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement's ability to bring attention to a product and to differentiate it in

6、a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products.Marketing executives c

7、an choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:1 .Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is espe

8、cially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intel Corp.launched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to in

9、clude the slogan,"Intel Inside" in their ads.As the market leader,Coca-Colaintroduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match any clever,effective marketing moves made by its primary competitor.2 .Positioning in

10、Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Made in the USA."In the words of one consu

11、ltant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of thei

12、r products in the U.S.3 .Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-quality continuum.Discount stores such as Target and Kma

13、rt are at the other.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired -and for the most part succeeded in repositioning its stores on the price-quality continuum by upgradingapparel lines and stressing designer names.The word brands is com

14、prehensive;it encompasses other narrower terms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part o

15、f the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and A

16、rm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks w

17、ith the federal government to protect them from use or misuse by other companies.The Trademark Law Revision Act,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a

18、 store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty amon

19、g buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adj

20、ust it to account for different customers and situations.Pricing strategies usually change as a product passes through its life cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several pricequality strategies for introducing an im

21、itative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share

22、.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented prici

23、ng, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotiona

24、l pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, wh

25、ereby the company decides how to price distant customers, choosing from alternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Dis

26、tribution ChannelsMost producers use intermediaries to bring their products tomarket.They try to forge a distribution channela set of interdependentorganizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producer

27、s give some of the selling job tointermediaries?After all,doing so means giving up some control over howand to whom the products are sold.The use of intermediaries results fromtheir greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and

28、 scalesof operation,intermediaries usually offer the firm move value than itcan achieve on its own efforts.A distribution channel moves goods from producers to customers.It overcomes the major time, place, and possession gaps that separategoods and services from those who would use them. Members of

29、themarketing channel perform many functions. Some help to completetransactions:1.Information.2.Promotion.3 .Contact:finding and communicating with prospective buyers.4 .Matching:fitting the offer to the buyer's needs, including suchactivities as manufacturing and packaging.5 .Negotiation:reachin

30、g an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1 .Transporting and storing goods.2 .Financing.3 .Risk taking:assuming the risk of carrying out the channel work.The question is not whether these f

31、unctions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these fun

32、ctions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the

33、various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channel levels involved. Each layer of marketing intermediaries t

34、hat performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguis

35、h the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried,

36、and the size and quality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as cho

37、osing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by help

38、ing to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in a direct channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major eleme

39、nts of the company's marketing mix. The main promotion tools advertising, sales promotion,work together to achieve thepublic relations, and personal sellingcompany'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surroundi

40、ng marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市場(chǎng)營(yíng)銷(xiāo)策略一、市場(chǎng)細(xì)分和目

41、標(biāo)市場(chǎng)策略具有需求，具有購(gòu)買(mǎi)能力并愿意花銷(xiāo)的個(gè)體或組織構(gòu)成了市場(chǎng)。然而，在大多數(shù)市場(chǎng)中，購(gòu)買(mǎi)者的需求不一致。因此，對(duì)整個(gè)市場(chǎng)采用單一的營(yíng)銷(xiāo)計(jì)劃可能不會(huì)成功。一個(gè)合理的營(yíng)銷(xiāo)計(jì)劃應(yīng)以區(qū)分市場(chǎng)中存在的差異為起點(diǎn)，這一過(guò)程被稱(chēng)為市場(chǎng)細(xì)分，它還包括將何種細(xì)分市場(chǎng)作為目標(biāo)市場(chǎng)。市場(chǎng)細(xì)分使公司能更加有效地利用其營(yíng)銷(xiāo)資源。而且，也使得小公司可以通過(guò)集中在一兩個(gè)細(xì)分上場(chǎng)上有效地參與競(jìng)爭(zhēng)。市場(chǎng)細(xì)分的明顯缺點(diǎn)是，其導(dǎo)致了比單一產(chǎn)品、單一大市場(chǎng)策略更高的生產(chǎn)和營(yíng)銷(xiāo)成本。但是，如果市場(chǎng)細(xì)分得當(dāng)?shù)脑?huà)，更加符合消費(fèi)者的需求，實(shí)際上將生產(chǎn)更高的效率。確定目標(biāo)市場(chǎng)有三種可供選擇的策略，它們是統(tǒng)一市場(chǎng)、單一細(xì)分市場(chǎng)和多重細(xì)分市場(chǎng)

42、。統(tǒng)一市場(chǎng)策略即采取一種營(yíng)銷(xiāo)組合用到一個(gè)整體的、無(wú)差異的市場(chǎng)中去。采取單一細(xì)分市場(chǎng)策略，公司仍然僅有一種營(yíng)銷(xiāo)組合，但它只用在整個(gè)市場(chǎng)的一個(gè)細(xì)分市場(chǎng)中。多重細(xì)分市場(chǎng)策略需要選擇兩個(gè)或更多的細(xì)分市場(chǎng)，并且每個(gè)細(xì)分市場(chǎng)分別采用一種單獨(dú)的營(yíng)銷(xiāo)組合。二、產(chǎn)品定位管理者將注意力集中于一種品牌，并以恰當(dāng)?shù)姆绞綄⑵渑c類(lèi)似的品牌相區(qū)分，但這并不意味著該品牌就一定能夠最后贏(yíng)利。因此，管理者需要進(jìn)行定位，即塑造與競(jìng)爭(zhēng)品牌和競(jìng)爭(zhēng)對(duì)手的其他品牌相關(guān)的自我品牌形象。市場(chǎng)營(yíng)銷(xiāo)人員可以從各種定位策略中加以選擇。有時(shí)，他們決定對(duì)某一特定產(chǎn)品采用一種以上的策略。以下是幾種主要的定位策略:1. 與競(jìng)爭(zhēng)者相關(guān)的定位對(duì)一些產(chǎn)品來(lái)說(shuō)，最

43、佳的定位是直接針對(duì)競(jìng)爭(zhēng)對(duì)手。該策略特別適用于已經(jīng)具有固定的差別優(yōu)勢(shì)或試圖強(qiáng)化這種優(yōu)勢(shì)的廠(chǎng)商。為排擠微處理器的競(jìng)爭(zhēng)對(duì)手，Intel 公司開(kāi)展了一項(xiàng)活動(dòng)使用戶(hù)確信它的產(chǎn)品優(yōu)于競(jìng)爭(zhēng)對(duì)手的產(chǎn)品。公司甚至為電腦制造商出錢(qián)，讓它們?cè)谧约旱膹V告中帶上“Intel Inside ”標(biāo)志。作為市場(chǎng)領(lǐng)導(dǎo)者，可口可樂(lè)公司推出新產(chǎn)品并實(shí)施其市場(chǎng)營(yíng)銷(xiāo)策略。同時(shí)，它密切注視百事可樂(lè)公司，以確保對(duì)主要競(jìng)爭(zhēng)對(duì)手的任何一次巧妙、有效的營(yíng)銷(xiāo)舉措采取相應(yīng)的對(duì)策。2. 與產(chǎn)品類(lèi)別和屬性相關(guān)的定位有時(shí)候，公司的定位策略有必要將自己的產(chǎn)品與其類(lèi)別和屬性相聯(lián)系（ 或相區(qū)別 ） 。一些公司盡力將其產(chǎn)品定位在期望的類(lèi)別中，如“美國(guó)制造”。用一

44、句某顧問(wèn)的話(huà)來(lái)說(shuō)，“當(dāng)你說(shuō)美國(guó)制造的時(shí)候，有一種強(qiáng)烈的感情因素在吸引著你”。因此，一家名為 Boston Preparatory 的規(guī)模不大的運(yùn)動(dòng)服制造商正在運(yùn)用這種定位策略，以期勝過(guò)那些并非所有產(chǎn)品都在美國(guó)制造的勢(shì)力強(qiáng)大的競(jìng)爭(zhēng)對(duì)手如Calvin Kiein 和 Tommy Hilfiger 。3. 通過(guò)價(jià)格和質(zhì)量定位某些生產(chǎn)者和零售商因其高質(zhì)量和高價(jià)格而聞名。在零售行業(yè)，Saks FifthAvenue和Neiman Marcus公司正是定位于該價(jià)格一質(zhì)量策略的。折扣店 TargetKmart 則是定位于該策略的反面。我們不是說(shuō)折扣商店忽視質(zhì)量，而是說(shuō)它們更加強(qiáng)調(diào)低廉的價(jià)格。Penny

45、9;s 公司努力并且大多獲得了成功通過(guò)升級(jí)高級(jí)服裝線(xiàn)和強(qiáng)調(diào)設(shè)計(jì)者的名字將其商店定位于價(jià)格質(zhì)量策略上?！捌放啤币辉~是個(gè)綜合性的概念，它包含其他更狹義的理解。品牌即一個(gè)名稱(chēng)和 （或 ）標(biāo)志，用以識(shí)別一個(gè)銷(xiāo)售者或銷(xiāo)售集團(tuán)的產(chǎn)品，并將之與競(jìng)爭(zhēng)產(chǎn)品相區(qū)別。品牌名稱(chēng)由能夠發(fā)音的單詞、字母和或 數(shù)字組成。品牌標(biāo)志是品牌的一部分，它以符號(hào)、圖案或醒目的顏色、字體的形式出現(xiàn)。品牌標(biāo)志通過(guò)視覺(jué)識(shí)別，但當(dāng)人們僅僅讀出品牌名稱(chēng)的時(shí)候，品牌標(biāo)志并不能夠被表達(dá)出來(lái)。Crest 、 Coors、Gillette 都是品牌名稱(chēng)。AT&T由醒目的線(xiàn)條構(gòu)成的地球以及 Ralph Lauren'sPolo 的馬和騎

46、手是品牌標(biāo)志，而Green Giant（ 罐裝冷凍菜蔬產(chǎn)品）和Arm&Hammer（包蘇打）既是品牌名稱(chēng)又是品牌標(biāo)志。商標(biāo)是銷(xiāo)售者已經(jīng)采用并且受到法律保護(hù)的品牌。商標(biāo)不僅包括品牌標(biāo)志，如許多人所認(rèn)為的那樣，也包括品牌名稱(chēng)。1946 年的The Lanham Art 法案允許廠(chǎng)商向聯(lián)邦政府注冊(cè)商標(biāo)，以保護(hù)它們免受其他廠(chǎng)商的使用或誤用。1989年生效的商標(biāo)法修訂案（The Trademark Law Revision Act） 旨在健全注冊(cè)系統(tǒng)以維護(hù)美國(guó)廠(chǎng)商的利益。對(duì)于銷(xiāo)售者來(lái)說(shuō)，品牌可以被推廣。當(dāng)他們陳列于商店或出現(xiàn)在廣告中時(shí)很容易被認(rèn)出。品牌化減少了價(jià)格比較。因?yàn)樵诒容^不同產(chǎn)品時(shí)，品牌是有必要考慮的另一因素，所以品牌化減少了僅僅依靠?jī)r(jià)格便作出購(gòu)買(mǎi)決定的可能。品牌的知名度還會(huì)影響到購(gòu)買(mǎi)服務(wù)和消費(fèi)品的消費(fèi)者的忠誠(chéng)度。最后，品牌化可以區(qū)別商品（例如 Sunkist 牌鮮橙、Morton 牌食鹽以及Domino 牌食糖 ）。三、定價(jià)定價(jià)是一個(gè)動(dòng)態(tài)的過(guò)程，公司會(huì)為其所有產(chǎn)品設(shè)計(jì)一個(gè)定價(jià)結(jié)構(gòu)。隨著時(shí)間的 推移，公司會(huì)改變價(jià)格結(jié)構(gòu)，并將之調(diào)整到適應(yīng)不同的消費(fèi)者和形勢(shì)的狀態(tài)。公司應(yīng)采用多樣的價(jià)格調(diào)整策略來(lái)適應(yīng)消費(fèi)群體和具體情況的差別。一個(gè)是折扣和折讓定價(jià)，及公司依批量、