市场营销 (双语) Chapter 6 Marketing Strategies
市场营销(英文版)
formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.
【商务英语】市场营销(中英)
1.Marketing 市场营销：通过计划和执行关于产品、服务和电子的定价、促销和分销，从而创造交换，以实现个人和组织的目标的过程）The process of planning and executing （执行、实行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)❖Deciding what products to offer❖Setting prices❖Developing sales promotions and advertising campaigns❖Making products readily available to customers2. The marketing Concepts(市场营销观念：企业分析消费者需求，制定比竞争对后更好的决策来满足这些需求的哲学)❖The Production Concept 生产观念❖The Selling Concept 推销观念❖The Marketing Concept 市场营销观念The Production Concept 生产观念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单) The Marketing Concept市场营销观念Difference between Selling and Marketing销售与营销的区别3.The Marketing Mix / The 4P’s of Marketing市场营销组合1)Product（产品：有形和无形，包括包装、色彩、品牌、服务，甚至销售商的声誉）Consumer products消费品：produced for and purchased byhouseholds for their use.Industrial products 工业产品：are sold primarily for use inproducing other products.2)Price（价格：消费者为获得产品所必须支付的金额）Refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing(亏本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (渗透定价法---心理定价策略）设定最初低价，以便迅速和深入地进入市场，从而快速吸引来大量的购买者，赢得较大的市场份赖。
市场营销战略计划(英文版)
Strategic Planning versus Tactical Planning
Porter’s Five Forces Model
First Mover and Second Mover Strategies
• First mover strategy: Theory advocating that the company that is first to offer a product in a marketplace will be the long-term market winner.
Stars
Cash Cows
Dogs
Question Marks
Байду номын сангаас
BCG Market Share/Market Growth Matrix
• Second mover strategy: Theory that advocates observing closely the innovations of first movers and then introducing new products that improve on the original offering to gain advantage in the marketplace.
• HR Block recognizes the strategic window of their business.
Elements of a Marketing Strategy
市场营销方案全英语版
市场营销方案全英语版Marketing Plan1. Executive SummaryThe purpose of this marketing plan is to outline the strategies and tactics that will be implemented to promote and sell our products in the market. This plan aims to increase brand awareness, attract new customers, and ultimately boost sales and revenues. The target market for our products is predominantly English-speaking consumers, and therefore, this marketing plan will be presented in English.2. Market Analysis3. Target MarketBased on the market analysis, our primary target market is English-speaking consumers aged between 18-35. This demographic typically consists of students, young professionals, and technology enthusiasts who are open to trying new products and are active on social media platforms. The secondary target market includes individuals aged 35-50 who are interested in innovative and quality products.4. Marketing ObjectivesThe following marketing objectives have been set for this plan:- Increase brand awareness by 20% within the first six months.- Generate a 15% increase in sales within the first year.- Expand the customer base by 10% annually.- Obtain a customer satisfaction rating of 90% or above.5. Marketing Strategiesa. Social Media Marketing: Develop a strong presence on popular social media platforms such as Facebook, Instagram, and Twitter. Regularly post engaging content, share product updates, and interact with customers to build brand loyalty and attract new followers.b. Influencer Marketing: Collaborate with influential bloggers and social media personalities in the target market to promote our products through sponsored posts, reviews, and giveaways.c. Content Marketing: Create informative and entertaining blog articles, videos, and infographics that highlight the benefits and features of our products. Optimizing content for search engines will help attract organic traffic to our website.e. Public Relations: Develop relationships with journalists, bloggers, and industry influencers to secure media coverage and mentions. Press releases will be distributed to relevant media outlets to generate buzz about our products.6. Marketing Tacticsa. Product Launch Event: Organize a grand launch event for our new product, inviting media, influencers, and potential customers. This event will showcase the features, benefits, and unique selling points of the product.b. Giveaways and Contests: Conduct regular online giveaways and contests on social media platforms to engage customers and encourage them to share our brand with their networks. This tactic will help increase brand recognition and viral reach.d. Customer Referral Program: Implement a customer referral program that rewards customers who refer their friends andfamily to purchase our products. Rewards may include discounts, free products, or exclusive offers.e. Online Advertising: Run targeted online advertising campaigns on platforms such as Google AdWords and social media sites. This will help increase brand visibility, drive website traffic, and reach potential customers who are actively searching for similar products.7. Financial ProjectionsDetailed financial projections will be created to estimate the costs associated with implementing the marketing strategies and tactics outlined in this plan. This will include budgets for social media advertising, influencer collaborations, contentcreation, events, and other marketing initiatives. Revenue forecasts will be based on historical data, market trends, and anticipated customer acquisition rates.8. Monitoring and EvaluationRegular monitoring and evaluation of the marketingstrategies will be conducted to determine their effectiveness. Key performance indicators such as website traffic, social media engagement, sales conversions, customer feedback, and return on investment will be tracked and analyzed. Based on the results, adjustments and improvements to the marketing plan will be made as necessary.Conclusion。
市场营销策略Marketing-Strategy大学毕业论文外文文献翻译及原文
毕业设计（论文）外文文献翻译文献、资料中文题目：市场营销策略文献、资料英文题目：Marketing Strategy文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14市场营销策略1 市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
然而，在大多数市场中，购买者的需求不一致。
因此，对整个市场采用单一的营销计划可能不会成功。
一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。
市场细分使公司能更加有效地利用其营销资源。
而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。
市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。
但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。
确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。
统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。
采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。
多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。
2 产品定位管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。
因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。
市场营销人员可以从各种定位策略中加以选择。
有时，他们决定对某一特定产品采用一种以上的策略。
以下是几种主要的定位策略：2.1与竞争者相关的定位对一些产品来说，最佳的定位是直接针对竞争对手。
该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。
为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。
营销策略(Marketing Strategy)
营销策略(Marketing Strategy)引言营销策略在企业发展中起到至关重要的作用。
一个有效的营销策略能够帮助企业实现市场份额的增长、品牌认知度的提升以及销售额的增加。
本文将介绍我们公司制定的营销策略，旨在帮助我们实现业务目标并获得可持续的竞争优势。
目标市场在制定营销策略之前，我们需要明确我们的目标市场。
我们的产品主要面向年轻而有活力的用户群体，他们更关注个性化、创新和品质。
通过准确定义目标市场，我们可以更好地了解他们的需求和偏好，以便针对性地制定营销活动。
品牌定位品牌定位是塑造品牌形象和传达核心价值的关键。
在制定营销策略时，我们必须清楚地界定我们的品牌定位。
通过明确我们的品牌使命、价值主张和竞争优势，我们可以更好地与目标市场进行沟通，并建立起长期而稳定的品牌认知度。
渠道选择渠道选择是将产品和目标客户联系起来的重要环节。
我们将通过多种渠道来传播我们的产品和品牌，包括线上和线下渠道。
线上渠道包括社交媒体、电子商务平台和网站推广等，而线下渠道则包括实体店铺、展会和合作伙伴等。
通过合理选择渠道并综合运用它们，我们能够更好地覆盖目标市场，并与潜在客户进行有效的互动和沟通。
产品定价在制定产品定价策略时，我们需要综合考虑多个因素，包括市场需求、竞争对手定价和成本等。
我们将采取差异化定价策略，根据产品的独特性和价值为不同的客户群体设定相应的价格。
同时，我们也将提供一些促销活动和优惠，以吸引客户并增加销售额。
市场推广市场推广是营销策略中不可或缺的一环。
我们将采取多种市场推广手段，包括广告、公关、内容营销和口碑营销等。
通过精确定位受众群体、创造有吸引力的广告内容以及积极借助社交媒体和公众平台进行宣传，我们将提高品牌知名度并吸引更多的目标客户。
销售与服务销售与服务是营销策略的最终目的。
我们将建立高效的销售团队，专注于了解客户需求、提供个性化的解决方案以及建立良好的客户关系。
同时，我们也将持续提供优质的售后服务，以增加客户的忠诚度并促进重复购买。
市场营销策划方案英文版
市场营销策划方案英文版1. Executive SummaryThis marketing planning proposal is designed to outline the strategic direction and tactics for a marketing campaign. The objective of this proposal is to increase brand awareness, attract new customers, and drive sales for the company. This proposal outlines a comprehensive marketing strategy including market analysis, target audience identification, goals, objectives, budget, and tactics.2. IntroductionCompany XYZ is a leading provider of consumer electronics with a wide range of products including smartphones, tablets, and smart home devices. Despite having a strong presence in the market, the company is facing increased competition and a decline in sales. This marketing planning proposal aims to reverse this trend and regain market share.3. Market AnalysisA thorough market analysis is necessary to identify the target audience and understand their needs and preferences. The analysis includes studying the current market trends, analyzing competitors' strategies, and identifying the strengths and weaknesses of the company.4. Target Audience IdentificationBased on the market analysis, the target audience for the marketing campaign is identified as tech-savvy millennials and young professionals aged 18-35. This segment is highly active on social media platforms and values brands that offer innovative and high-quality products.5. Goals and ObjectivesThe primary goal of this marketing campaign is to increase brand awareness and enhance brand image among the target audience. The objectives include:- Increase overall sales by 15% within the next six months.- Increase brand awareness by 20% among the target audience within the next three months.- Increase customer engagement on social media platforms by 50% within the next three months.6. Marketing StrategyThe marketing strategy revolves around three main pillars: social media marketing, influencer partnerships, and experiential marketing.6.1 Social Media MarketingA comprehensive social media marketing plan will be executed to reach and engage with the target audience. This includes creating and optimizing social media profiles, developing a content calendar with relevant and engaging posts, and running targeted advertising campaigns.6.2 Influencer PartnershipsPartnering with influencers is an effective way to reach the target audience and gain credibility. Key opinion leaders in the consumer electronics industry will be identified and engaged to promote the company's products through sponsored content and product reviews.6.3 Experiential MarketingCreating immersive experiences for potential customers is crucial in showcasing the products' features and benefits. This can be achieved through pop-up stores, product launch events, and interactive demonstrations in high-traffic areas.7. Budget AllocationA detailed budget allocation plan is essential to ensure efficient spending of marketing resources. The budget will be divided as follows:- Social media marketing: 40%- Influencer partnerships: 25%- Experiential marketing: 20%- Miscellaneous expenses: 15%8. Measurement and EvaluationTo monitor the effectiveness of the marketing campaign, key performance indicators (KPIs) will be established. These include but are not limited to sales growth, website traffic, social media engagement, and customer feedback. Regular monitoring and analysis of these KPIs will guide future marketing decisions and help evaluate the campaign's success.9. ConclusionThis marketing planning proposal provides a comprehensive strategy for XYZ Company to improve brand awareness, attract new customers, and drive sales. By leveraging social media marketing, influencer partnerships, and experiential marketing, the company can successfully engage with the target audience and achieve its goals and objectives. With proper monitoring and evaluation, adjustments can be made to optimize the campaign and ensure long-term success.。
市场营销策略(中译英)
第四章市场营销策略第一节目标市场策略(注：图表不好复制和翻译，所以就省略了)一、市场细分（一）消费者消费习惯Chapter 4 Marketing Strategiesquarter one：target market strategy一The market subdivides（一）consumer spending habitsRestaurant, the store, snack shop细分市场中：1、酒吧所占的市场最大，并且与其他竞争者的差距明显；其次为咖啡吧。
南宁市的咖啡吧行业正日趋成熟，也将会是一个强有力的竞争对手，从而进一步的瓜分市场份额。
2、茶吧和醋吧的消费者的市场份额较为接近，但两者的消费群体却不大至相同。
3、该行业的市场竞争中，还有一小部分的市场份额被一些零散型竞争者所占据，主要为超市的饮品规、小型的餐饮店等。
(错字!HOHO)4、从右图可以看出：消费者倾向于去饮品屋，在消费饮料的同时解决商务，社会关系等问题，醋吧成为首选佳境。
Into the market ：1.The bars hold a larger majority of the market, compare with othercompetitors ,the gap is obvious ；Second is coffee shop. Nanning'scoffee industry is ripe; it will become a strong competition, thus furthershare the market share.2. Tea and vinegar on the consumer market share more, but the consumergroups have not much to the same.3. From the market competition, there is a small part of the market sharewhich was occupied by the fragmented competitor. The chief competitorsare drink of market or small restaurants, etc.4. And from the right picture can be seen that ：consumers tend to go to drink in the house, and do business or deal with social relationship during the drinking time, so vinegar bar is the best choice.（二）消费者偏好（二）consumer preference由以上可以看出：喜欢和偏酸和酸甜结合口味饮料的人占到了41%和49%，这正好于醋饮具有的口味相吻合，有利于醋饮被广大写消费者接受。
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6.3 Varieties of the Marketing Strategy
6.3.1 Strategy Readjusting the Business
1. Overall Growth Investment Strategy The overall growth investment strategy refers to an active investment from the firm to support and develop the business. It is mainly suitable for the star-like business. Its main contents are introduced hereinafter: (1) It focuses on the input of the marketing costs so as to maintain and enlarge the market share and consolidate the leading position of the firm in the market. (2) It focuses on the input of the production costs so as to enlarge the production capacities and its investment rate into equipments may be superior to the average level in the industry.
6.2.2 Determination of the Business by the Grand Strategy Approach
When a firm locates itself in Quadrant 1, its competitive position is strong and the market of its business grows rapid, so it is wise for the firm to develop the product and the market Quadrant 2 shows us that the market grows fast, but the competitive position of the firm is relatively weak, therefore the firm located in Quadrant 2 should analyze the reason why it operates ineffectively and how it improves its competitiveness quickly. In Quadrant 3, one can find that the firm is in weak competitive position and the market where its business lies grows slowly. Quadrant 4 tells us that the firm lies in strong competitive position, but its market grows slowly.
(3) It focuses on the input of the scientific research funds, keeps innovating, strives to shape good image of the firm by applying the high R&D funds, intensive promotion, good quality and high price. Differentiation strategy is its remarkable feature. (4) It focuses on the input of the management costs in a certain business and assigns the backbone forces in production and sale departments to manage this business. 2. Sustainable Market-Expansion Strategy This strategy is aimed at sustaining, consolidating and expanding the market position of some businesses. It adapts to the cash-dog-like business. Its main contents include the following points: (1) It emphasizes the market competition, inputs suitable promotion costs, uses all kinds of tools so as to solidify the existent market position, to maximize the profits and to maintain the current market share. (2) It also controls the investment of equipments in order to keep the existent production capacities.
Part III Marketing Elements
Chapter 6 Marketing Strategies
6.1 Generalities
6.1.1 Connotation of the Marketing Strategy
Strategies usually mean the pathway to reach the target. Philip Kotler points out that when an organization has ascertained its targets, it knows what it is doing and where it will go. The problem lies in which pathway is the best to go there and thus it needs an overall plan to implement its plan, and this is the strategy, he adds. The marketing strategy means a whole action plan with a long period made by the enterprise for the marketing activities so as to survive and develop in the dynamic sharpened competitive market. It is laid down upon the analysis of the conditions inside and outside the enterprise. It is aimed at adapting to the fluctuating marketing environment by expanding the horizon, seizing the market opportunities and avoiding the marketing myopia in the angle of the enterprise’s strategy.
6.1.2 Functions of the Marketing Strategy
The marketing strategy can make it possible for the decision makers to take a broad and long view to the issues existing in the operation in order to overcome the difficulties both in the favorable and the unfavorable conditions. The marketing strategy urges the managers to carefully observe and analyze the market tendency and to foresee the orientation in the future The marketing strategy may alleviate or even eliminate the damage caused by the unexpected market fluctuation or events and then avoid the grave chaos correspondently. To sum up, by formulating the marketing strategy, the enterprise can greatly strengthen the motivation, the predictability, the integrality, the orderliness, and the effectiveness of the marketing activities in order to sharpen the competitiveness and reaction capacities of the enterprise.
6.1.3 Difference Between the Marketing Strategy and the Overall Strategy