市场营销期末论文全英
关于营销的英语作文
关于营销的英语作文Marketing is the lifeblood of any business, and its importance cannot be overstated in today's competitive global marketplace. It is the process through which companies create relationships with customers, influence their purchasing decisions, and build brand loyalty. In this essay, we will explore the various facets of marketing, its impact on consumers, and the strategies that companies employ to remain successful.Firstly, marketing is not just about selling products; it is about understanding the needs and wants of consumers and addressing them effectively. This involves market research, which is the foundation of any marketing campaign. By conducting surveys, analyzing trends, and studying consumer behavior, companies can tailor their products and messages to resonate with their target audience.Secondly, the rise of digital technology has revolutionized marketing. Social media platforms, search engine optimization (SEO), and email marketing are just a few of the tools that businesses use to reach a wider audience. Digital marketing allows for targeted advertising, where companies can pinpoint specific demographics and interests, ensuring that their marketing efforts are both efficient and effective.Moreover, the concept of branding is central to marketing. A strong brand identity can set a company apart from itscompetitors and create a sense of trust and recognition among consumers. This involves creating a unique logo, a compelling brand story, and a consistent message across all marketing channels. A well-crafted brand can evoke emotions and create a connection with the customer, which is invaluable in fostering loyalty.Another critical aspect of marketing is customer relationship management (CRM). This involves building and maintaining relationships with customers to increase sales and revenue. CRM strategies include personalized marketing, regular communication, and excellent customer service. By focusing on customer satisfaction, businesses can turn one-time buyers into repeat customers and brand advocates.However, marketing also faces challenges in the modern world. One of the primary concerns is the issue of consumer privacy, especially with the rise of data collection and analytics. Companies must navigate the balance between personalization and respecting the privacy of their customers. Additionally, the saturation of marketing messages can lead to ad fatigue, where consumers become desensitized to promotional content. To combat this, marketers must be creative and innovative in their approach, ensuring that their messages stand out and engage the audience.In conclusion, marketing is a multifaceted discipline that plays a crucial role in the success of any business. By understanding consumer needs, leveraging digital tools, building strong brands, and focusing on customer relationships, companies can create effective marketingstrategies that drive growth and build lasting connections with their customers. As the landscape of marketing continues to evolve, it is essential for businesses to stay adaptable and innovative to remain competitive.。
市场营销(英文版)
Marketing (English Version) In today's fastpaced business world, marketing plays a pivotal role in the success of any organization. It is theart and science of understanding customer needs and creating products or services that satisfy those needs. Effective marketing strategies can differentiate a brand, increase customer loyalty, and drive business growth. Let's delve into the key aspects of marketing and explore how it can benefit your business.Marketing (English Version)The Heart of Business GrowthAt its core, marketing is about building relationships.It's about connecting with your audience in a way that resonates with their values and aspirations. To achieve this, a holistic approach is essential, one that integrates traditional tactics with digital innovation to create a seamless and engaging customer experience.Understanding the Customer JourneySegmentation and TargetingNot all customers are created equal, and effective marketing acknowledges this diversity. Segmenting your audience based on demographics, psychographics, behaviors, or other relevant factors allows you to tailor your message todifferent groups. This targeted approach ensures that your marketing efforts are more relevant and, consequently, more effective.The Power of StorytellingStories are a universal language that can evoke emotions and create lasting memories. In marketing, storytelling is a powerful tool that can humanize your brand and make it more relatable. By crafting narratives that align with yourbrand's values and mission, you can forge a deeper connection with your audience and inspire them to take action.Leveraging Digital ChannelsMeasuring SuccessMarketing is an investment, and like any investment, it needs to be measured for return. Key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value provide a clear picture of your marketing efforts' effectiveness. By analyzing these metrics, you can refine your strategies, optimize your budget, and ensure that your marketing activities contribute to your business's bottom line.Continuous ImprovementMarketing (English Version)The Art of Persuasion and EngagementThe essence of marketing lies in its ability to persuade and engage. It's not just about selling products; it's about selling an experience, a lifestyle, and a vision. Here's how businesses can harness the full potential of marketing to achieve their goals.Crafting a Compelling Brand IdentityInfluencing Consumer BehaviorUnderstanding the psychology behind consumer behavior is crucial for marketers. By identifying the triggers that lead to purchasing decisions, you can design campaigns that nudge potential customers towards conversion. This involves not only the rational aspects of product features and benefits but also the emotional appeal that can often be the deciding factor in a consumer's choice.The Role of Content MarketingContent marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It's about educating your customers, entertaining them, and providing solutions to their problems. From blog posts to videos, infographics to podcasts, highquality content can establish your brand as an authority in your industry and build trust with your audience.Collaborating with InfluencersCustomer Engagement and Retention Ethical Marketing Practices。
市场营销毕业论文外文翻译中英文
附录附录A：Pricing StrategyRussell .S. WinnerPrice is the most flexible element in marketing mix. Unlike product and place, price may change extremely fast in current business environment. Pricing is a core part of corporate strategy, which determines the profitability, and market share the company takes. To optimize products price in this competitive environment, cost structure is not the only attribute need to be considered. We should also take product life circle, price sensitivity of target customers and competitive environment into account.Pricing for Stability ，Sometimes customers for industrial products are as concerned about price stability as they are about actual price levels. This is because it is difficult to develop profit forecasts and long-range plans when prices for products and services that constitute a substantial portion of the buyer’s costs fluctuate dramatically. Telephone rates for large users such as telemarketing firms and banks fall into this category. Such customers expect rates to rise over time. However, significant price hikes at random intervals play havoc with their planning processes. As a result, these firms would rather pay a somewhat higher average rate than be subjected to constant fluctuations. Forward contracts on raw materials play this role in many manufacturing industries.Competitive pricing describes a situation in which you try to price at the market average or match a particular brand’s price. This is appropriate when customers have not been persuaded that significant differences exist among the competitors and that they view the product in a commodity. It may also be necessary in a category with high fixed costs because any loss of sales volume drives down sales and generates less revenue to cover those costs.Competition and pricing， So far, the discussion about setting price has described two key elements of the marketing manager’ thinking: the marketing strategy and the value customers place on the product. The first is obviously an internal factor because the external elements affecting all decisions: customers.A third critical element in pricing decisions is the competition. Competitors’ prices act as a reference point, either explicitly (as shown in the value computations earlier in this chapter) or implicitly as a way to assess the price of the product in question. Competitors’ prices do not necessarily represent willingness to pay because the set of possible prices or marketing strategies may have been limited; that is, the competitors may not have an accurate idea of customers’ willingness to pay.Competitors’ CostsMarketing managers cannot make intelligent pricing decisions without having some estimate of the relative cost positions held by competitors. Even better are estimates of the actual costs. An understanding of the cost structure of the market provides at least two types of help. First, assuming that no brand would be priced below variable cost, cost estimates provide you with an idea of how low some competitors can price. This can be very useful in a price battle in which prices are going down. Second, cost estimates give you some idea of the margins in the category or industry. Using data on sales volume, which are usually easy to obtain, and information on marketing program costs, you can then estimate total profits. This can be important information in forecasting the likelihood that a product will stay in the market or estimating the amount of money a competitor has to put behind the brand strategy.Costs can be estimated in several ways. A common approach for manufactured products is to us reverse engineering to analyze the cost structure. You should purchase competitors’ products and take them apart, studying the costs of the components and packaging. For many products, managers can readily identify components and their costs in the market. If a component is proprietary, such as a custom microprocessor in a computer, the cost can be estimated by engineers or other personnel.Another way to estimate costs, or at least margins, is to use publicly available data on the competitors. Based on annual reports, 10Kstastments, and the like ,you can ascertain average margins. These can be assumed to apply directly to the cost estimation, especially if the product is a big component of total sales or if, as is often the case, the company tends to use accost plus percent markup pricing strategy.Particularly for manufactured products, it is possible to understand current costs andforecast future costs through the use of the experience curve. The conventional functional relationship assumed in experience curve economics is that costs are a decreasing function of accumulated experience, or production volume.The costs of delivering services are more difficult to estimate. Because the costs associated with service products such as labor and office space are largely fixed, you can estimate relative cost positions by examining the number of employees, looking at efficiency rations such as sales per employee, and assessing other similar measures, Again, it is particularly useful to understand the cost structure by becoming a customer of a competitor’s service.The role of costs ，We suggested earlier in this chapter that costs should have little to do with the pricing decision other than to act as a floor or lower limit for price. In a non-market-driven firm, full cost (variable costs plus some allocation for overhead) plus some target margin is used to set price. This approach totally ignores the customer: The resulting price may be either above or below what the customer is willing to pay for the product，Other problems exist with using costs to set price. First, there are at least four different kinds of costs to consider. Development costs are expenses involved in bringing new products to market. Often these costs are spread out over many years and sometimes different products. Should price be set to recover these costs and, if so, in what time period ? In some industries such as pharmaceuticals, patent protection allows companies to set the prices of prescription drugs high initially to recover development costs and then reduce them when the drugs come off patent and the generics enter the category. However, if there is no legal way to keep competitors out of the market, these costs must be viewed as sunk costs that do not affect decision making after the product is introduced into the market. Otherwise, the resulting price may be above customers’ perceived value. A second kind of cost is overhead costs such as the corporate jet and the president’s salary. These costs must ultimately be covered by revenues from individual products, but they are not associated with individual products but do not vary with sales volume. Finally, there are variable costs, the per-unit costs of making the product or delivering the service. Of course, these must be recovered by the price.Therefore, one problem with using costs to set price is that several kinds of costs arerelated in different ways to an individual product. When costs are used as the basis for setting price, you should ask “Which costs?” Are they costs related to marketing the product or product line or are they costs over which you have no control? Using price as a cost-recovery mechanism can lead to a mismatch between price and customers’ perceptions of value for your product or service.A second problem with using costs to set price, particularly variable or unit costs, is that they may be a function of volume and, as a result, may be difficult to know in advance when developing marketing plans. Even if this is not the case, unit costs may be related to the use of capacity, which is also uncertain.In most instances, customers do not really care what the firm’s costs are; as Drucker puts it, “Customers do not see it as their job to ensure manufacturers a profit.” Using cost increases to justify raising price generates little sympathy from customers, particularly industrial customers, because the price increase has just raised their costs, which they may not be able to pass along to their customers.Costs do play an important role in pricing: In the new product development process, the projected costs (however defined) and price determine whether a product is forecasted to be sufficiently profitable to be introduced.Pricing ObjectiveYour pricing policy can accomplish many different objectives for your product. Penetration PricingPenetration pricing or market share pricing entails giving most of the value to the customer and keeping a small margin. The objective is to gain as much market share as possible. It is often used as part of an entry strategy for a new product and is particularly useful for preventing competitive entry. First, there is less of the market for the competition to get if you have been successful in penetrating the market. Second, the economics of entry look less attractive if the price levels are low. Penetration pricing is also appropriate when experience or scale effects lead to a favorable volume-cost relationship and when a large segment of the potential customer base is price sensitive.There are some drawbacks to penetration pricing. It should not be used in a productcategory when there is a price-perceived quality relationship unless the marketing strategy is at the low end of perceived quality. In addition, if the product has a strong competitive advantage, this advantage is dissipated by pricing at an unusually low level. Another limitation of penetration pricing is that it is always more acceptable to customers to reduce price than to raise it. This limits the flexibility of this pricing approach in some situations.The opposite of penetration pricing is skimming or prestige pricing. Skimming gives more the cost-value gap to you than to the customer. This strategy is appropriate in a variety of situations. If there is a strong price-perceived quality relationship and the value proposition includes a positioning of the product at the high end of the market, this objective makes sense. It is also a reasonable objective when there is little chance of competition in the near future; however, the higher the price, the higher the margins(holding costs constant, of course)and thus the greater the chance that competition will enter because their economic calculations will look better. Skimming is also a good objective when costs are not related to volume and managers are therefore less concerned about building significant market share. Finally, skimming makes sense early in the product life cycle because the early adopters of a new technology are normally price insensitive.Return on Sales or Investment Pricing. Return on sales or investment pricing implies that you can set a price that delivers the rate of return demanded by senior management. As a result, investment pricing ignores both customer value and the competition. It is useful only when the product has a monopoly or near monopoly position so that the market will produce the needed sales volume at the price you set. This is typical of the pricing of regulated utilities such as gas and electricity.附录B：定价策略Russell .S. Winner价格是在营销组合是最灵活的要素，有别于产品等策略，价格可能发生变化非常快，在目前的经营环境。
市场营销英语的促销作文
市场营销英语的促销作文In the dynamic world of market competition, the art of promotion in marketing is akin to a maestro conducting an orchestra. Each element must be in harmony with the others, and the result should be a symphony that resonates with the audience, compelling them to act. 。
Effective promotion begins with understanding the customer. It's about identifying their needs, desires, and pain points. Once you have this insight, you can tailor your message to speak directly to them. This is where the language you use becomes crucial. It should not only inform but also inspire and persuade.Imagine a new smartphone entering the market. The promotion shouldn't just list features like '20MP Camera' or '128GB Storage'. Instead, it should paint a picture: "Capture life's fleeting moments in crystal-clear detail with our 20MP camera" or "Carry your world with you with 128GB of storage." This approach transforms mundane specifications into experiences and benefits that matter to the customer.Promotions must also be timely and relevant. They should leverage current trends, seasons, or events to make the product or service more appealing. For instance, a promotion for an accounting software during tax season could emphasize ease and accuracy: "Navigate tax season with confidence – our software ensures you don't miss a beat."Moreover, the call to action is the crescendo of the promotion. It should be clear, compelling, and easy to follow. Whether it's "Buy now and save 20%" or "Sign up today for a free trial," the call to action should make the next steps obvious and enticing.In crafting promotional content, simplicity is key. The message should be concise and to the point, avoiding jargon or complex language that could confuse the audience. The goal is to make the value proposition so clear that the customer feels they are making an informed and beneficial choice.Finally, consistency across all promotional materials reinforces the message and builds trust. Whether it's a social media post, an email campaign, or a billboard, the language and imagery should be cohesive, strengthening the brand and its promise.In conclusion, the essence of promotion in marketing lies in its ability to connect with the customer on a personal level, using language that is not just heard but felt. It's about creating a narrative that places the customer at the center, showing them how the product or service can enrich their lives. When done right, promotion doesn't just sell; it engages and transforms, leading to lasting relationships and brand loyalty. 。
关于场营销管理学中英文文章
关于场营销管理学中英文文章Marketing Management: The Key to Business SuccessIn the fast-paced world of business, marketing management has become increasingly important. It is the process of planning, implementing, and controlling the design, pricing, promotion, and distribution of products and services to satisfy customer needs and achieve organizational goals. Understanding the principles and practices of marketing management is essential for creating a successful business strategy.Marketing management is a critical component of any business venture because it involves understanding the target market, defining the marketing mix, and measuring the performance of marketing activities. The goal of marketing management is to identify and understand customer needs, devise marketing strategies that align with organizational goals, and execute those strategies to achieve maximum ROI.In the field of marketing management, there are several key concepts that are essential for success. Segmentation, targeting, positioning, product development, pricing, promotion, distribution, and branding are all integral parts of the marketing mix. Each element must be carefully considered and executed to achieve the desired results.Segmentation involves dividing the market into distinct groups based on shared characteristics or needs. Understanding the different segments allows businesses to tailor their marketing messages and strategies to specific groups, increasing the likelihood of connecting with their target audience.Targeting involves selecting the specific market segments that are most likely to purchase a product or service based on their needs and characteristics. Target markets should be chosen carefully, as they will inform all marketing activities moving forward.Positioning refers to how a product or service is presented in the minds of customers. It involves creating a unique identity or imagethat sets it apart from competitors and resonates with target customers.Product development involves understanding what features and benefits a product or service offers that will appeal to target customers. It also includes researching market trends and developing new products or services that meet evolving customer needs.Pricing refers to the cost associated with a product or service. It must be carefully considered to balance cost with market demand and competition. Pricing strategies can help attract customers or set a product apart from its competitors.Promotion involves advertising and marketing communications designed to increase awareness and encourage potential customers to purchase a product or service. Promotional activities can include traditional advertising, social media marketing, public relations, and more.Distribution involves getting products and services to customers through various channels. It requires careful planning to ensure products are available where and when customers want them.Branding is the process of creating a unique identity for a product or service that distinguishes it from competitors. A strong brand can enhance a company’s reputation and忠诚度 among customers.In conclusion, marketing management is crucial for the success of any business venture. Understanding the principles and practices of marketing management, implementing a well-designed marketing mix, and measuring performance are all essential for creating a successful business strategy that connects with customers and achieves organizational goals.。
市场营销外文翻译10
附录外文文献原文1.IntroductionMarketing 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 anall-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; V alue 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 customer's 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 conceptMarket 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 China's 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 enterprise's 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 themarket, 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.①In 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.②The 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。
关于营销的英文作文
关于营销的英文作文Marketing is all about understanding your audience. You need to know who they are, what they like, and what they need. Without this understanding, your marketing efforts will fall flat.One of the most important aspects of marketing is creating a strong brand. Your brand is what sets you apart from your competitors and makes you memorable to your customers.In today's digital age, social media is a crucial tool for marketing. It allows you to reach a large audience quickly and easily. However, it's important to use social media strategically and not just for the sake of it.Another key aspect of marketing is storytelling. People love a good story, and if you can tell a compelling one about your brand, you'll be able to connect with your audience on a deeper level.In the end, marketing is all about building relationships with your customers. You need to show them that you understand their needs and that you're there to help them. This is what will keep them coming back to you time and time again.。
市场营销英文论文
1. Executive summaryApple's new computer could erode sales of netbooks and tablet devices sold by PC makers, analysts say.Apple’s (APPL) new iPad, a lightweight device that browses the Web and delivers media, may serve as an alternative to netbooks and pose a threat to PC makers.Here are some of the markets in recent years about the situation iPad, marketing strategy and marketing mix.2. Situational analysis2.1 SWOT analysis2.1.1 Weaknesses：1. There are no facilities: Web Cam, so the limited support activities chat with your community.2. Operating System is not based on Mac Operating System, so questionable in terms of program development.3. Memory storage is too small. With a maximum capacity of 32 GB is too small for data storage for the needs of design, entertainment, and so forth, so that can not be said equivalent to a MacBook in terms of ability.4. with the number of applications over 140 items so extravagant in its users, and in addition it is also difficult to remove the battery.5. Multitasking capability is limited in; the more proves that iPad not synchronized with the notebook, because it is limited to the functional, so that it can be said iPad not a Smartphone, and not a notebook.6.Screen size is too small only 24.8 x18, 97×1, 34 cm, making uncomfortable when used for playing videos and reinforced by the lack of an HDMI port.2.1.2 Strengths:1.Sun screen effect: Many people are concerned about this, I specifically tested, the transferred to half brightness, almost no impact on reading, such as Transferred to the brightest, estimated effects will be much better, perfectly acceptable. Although the sun was not the kind of extreme midday sun, but the Asus notebook screen out a place to see do not have to read …2. batteries: batteries, do not know why some people say that the battery less than satisfactory, in fact, I play for a few days, feeling that the battery is very satisfied, continuous use are generally 8 hours or so right, the official data for the 10 hours, with WIFI + high-definition playback, then you may consume a little, feel, is the screen brightness on battery relatively large impact.3. USB charging: iPad directly through the USB connected to the Windows systems will not be charged, In the Mac system may be charged by USB. Some reports say that only under the Apple USB charger. I tested in my MacBook Pro under Windows7 does not work, estimates for the operating system instead of computer hardware, so Apple users can also charge the black bar.Headphones and speakers: iPad is not supplied headphones, and needs its own allocation. Headphone jack is a standard 3.5mm, can be connected to any headphone, and, like Apple'snotebook, iPhone's headphones as iPad remote control when the use of songs, seemingly M8 headphones can control it. Tone sounds and the iPhone is very similar to the high quality, there is not more evaluation.4.Data interface and charger: iPad use and iPhone, iPod Touch, like the data line, if you have these products, so congratulations to you, do not have extra time to go out with more than one line. IPod, like the appearance of power and very small, only iPad output current to be bigger, test iPod's power is also possible, but some of charging time president.5. Bluetooth: You can use any Bluetooth keyboard, needs a lot of code where the word is very convenient. Not tested Bluetooth stereo headphones, do not know whether to listen to songs.2.1.3 Opportunities:1. The door to video has been pried wide open—think video, video and more video at all levels of marketing.2. Mobile providers are taking one more step to being pure data providers. They have no choice—data wherever and whenever will be our reality and reaching people will only get easier.3. Advertising will evolve and create new opportunities to develop richer and more connected messaging. Check out Time’s thoughtful video below.4. If you can think of it, there will be an application to help sell it.5. The death march for bookstores will accelerate. Books will be cheaper and easier to access and start to integrate video. Yes my friend, Moby Dick and all your favorite classics will have embedded imagery.6. Words alone will feel naked. Expect commercials in books or contextual product placement.7. Hand out more shovels for the hole being dug for video stores. Just a few more feet to go.8. The movie studio will evolve into something else based on a different access and pay model.9. Look for vertical market applications that redefine entire industries. Start with healthcare.10. And of course, the bi ggest of opportunity of all: the idea that hasn’t be thought of (yet).2.1.4Threats:Besides the threat coming from the Amazons Kindle which has the same ability in the function that is as famous e-book, although in terms of design was mediocre. Amazon Kindle also have done backup on their online media from virus threats. Also in the sales package is cheaper than that sold iPad about $ 399, a book cover, power adapter, USB cable, Kindle Reader.In addition to the Amazon Kindle, iPad will get serious threat from Adam Notion inc in tablet PC format, and also has several advantages that can be claimed as iPad compete with NVIDIA chipset support is very supportive iperasional time so that more efficient, greater resolution is 1080 P compare with iPad only 576P/480P maximum resolution, and Adam tablet support Adobe Flash Player, and based on Android operating system. According to Adam’s plan will launch tablets in February 2010.Viewed from the development will be more interesting to see the Amazon Kindle, despite losing the specifications of the iPad, but by setting a price cheaper than iPad is a breakthrough from the Amazon, whereas the Adam Notion Inc that claims to have capabilities that exceed in the case iPad HDMI resolution, power consumption, to support applications, and operating system is still required proof of Adam’s side to compete with the iPad tablet PC segments. Having seen the development was not in accordance with iPad is heralded. One of themaccording to CEO Steve Jobs as saying Apple iPad is collaboration between the iPhone and the MacBook, just a large version of the iPhone, so that it can be said only iPad as tablet PCs. According iPad plan will be launched globally in March and April 2010. The specifications and from the observations are not in accordance with reality than not compatible with a variety of applications, licensing programs outside Apple, is also the threat from competitors' products.2.2 Industry analysisA company may play multiple roles; iPad current position in the market is mainly the market leaders and market challengers. The face of PC, iPad is the challenger; the face of other systems, Tablet PC, iPad is the leader. The market leader, in order to maintain its top position, can take three actions."Extension of the market: finding new customers develop new uses and improve product usage.Protection of market share: no status quo, innovation is the best defense strategy.Increase market share: product updates, quality strategy, multi-brand strategy, a large number of advertising strategies, strong sales promotion. "The role of challenger in the market does not have the winning conditions, do not easily play. But the market is unpredictable, iPad not necessarily always maintain the leading role, playing the Challenger is inevitable in every business, is the greatest challenge for iPad.2.3 Competitive analysisThe following are the five major competitors to iPad：2.3.1 RIM- PlayBook：About product performance and application, PlayBook may be more advantageous than the Samsung Galaxy Tab and may be the representative of the system configuration in the PC market. Of course, to buy Blackberry products not only its configuration, but also its professional performance in mobile communications and business applications. Especially it will be a right-hand man for business users, which is the largest advantage of PlayBook to competition.A）Strengths:1. Strong overall performance of products.2. The perfect support for Flash and Camera with Two HD-level3. Professional services on the e-mail.B）Weaknesses:1. On building sales channels are not professional.2. There are some limitations on the production is a very small part of the overall product to the mass market. Although PlayBook is not listed, but its hardware configuration is the current PC market to the highest standards, many users are looking forward to its actual performance. As the RIM's CEO Leslie Ball said "PlayBook three to four times faster than iPad."2.3.2 Android- Galaxy Tab：Galaxy Tab was seen as the most powerful and iPad competitive products in the current market. It is a branch of Samsung; Samsung has a strong technical base in the processor, display and production aspects of terminal equipment.A）Strengths:1. There are many alliances and partnerships, and product variety. Consumers have severaloptions for this product2. Wide product sales to attract more developers, the subsequent expansion of a large space.2.3.3 MeeGo：MeeGo have not yet produced the mainstream PC products. N900 listed before is more like a concept cell phone. MeeGo feature is that it implements the Maemo and MeeGo dual boot.A）Strengths:1. Products have a good compatibility and maturity of software and hardware.2. A large number of users of Nokia and the traditional PC industry's position of the Intel is another advantage.B）Weaknesses:1. Systems are imperfect and no actual product launch at all.2. There is no firm stance in improving the technical aspects of the system and lack of follow-up development efforts.3. Ovi without strong competitive platform for other products.2.3.4 WebOS：Although HP is the trump card, but the news spread very little about it with WebOS the PlamPad. HP previously announced that this product will eventually be used "Palm Pre" the trademark. It can be seen as Palm Pre larger version of the phone's screen and can provide a better view and more room for maneuver. Overall, PlamPad also difficult to leveraging iPad's position even more marginalized than MeeGo.A）Strengths:1. HP has great influence and improves the sales channels in the PC, consumer electronics and office equipment field.2. Palm still has a full appeal in the consumer groups.B）Weaknesses:1. It is not a competitive advantage when HP products in the market alone influence and Palm's development efforts.2. HP's product line is too wide to look after each other.2.3.5 Windows：A）Strengths:1. High market share and the user are very familiar to interface and applications.2. A variety of interfaces in the body and have good scalability.3. APP development easier, resources are more abundant.B）Weaknesses：Microsoft has strict rules in terms of design, which requires all devices Windows Phone 7 must have a good camera. One of the conditions, the camera must be at least 5 megapixels.The mobile for Windows Phone 7 limit to restrict camera access to a variety of applications. Thus, developers can not fully utilize the camera function.Although Windows Phone 7 device can record and upload videos and images, developers can not use image sensors to do other fun things like video chat.2.4 Customer analysis：Even though the iPad doesn’t officially become available for another week, awareness is strong among certain key demographic groups, according to a new report by leading market research company The NPD Group. NPD’s Apple iPad: Consumers’ Perceptions and Attitudes report found that awareness is highest among current Apple owners, (82 percent), consumers with $100,000 or greater income (80 percent), and 18-34 year olds (78 percent). Those demographic groups are the ones with the most interest in buying an iPad. Only 18 percent of all consumers surveyed expressed a real interest in owning an iPad while 27 percent of 18-34 year olds and 24 percent of Apple owners said they were extremely or very interested.One of the main reasons Apple owners are interested in the iPad is because it’s an Apple product. Thirty-seven percent cited “liking the Apple brand” as a top reason for their interest in the iPad. That tied with “multi-touch screen”, which was also the number one reason driving interest among 18-34 year olds. The 18-34 year old consumer is also the most likely to play music and access the internet on the iPad.For some consumers, and even among Apple owners, the prospect of spending $500 or more for a new device that doesn’t yet have a clear advantage over their other primary devices is unappetizing. Among the tech-savvy 18-34 year old demographic, 57 percent cited price as the number one reason they aren’t ready to buy; that’s 25 percent more than the overall percentage of non-interested buyers. Among Apple owners, 43 percent felt that the pricing was too expensive. But it’s not the price tag alone that’s making the iPad seem too expensive to these non-interested buyers. The other factor is that they are equating the iPad to a notebook or netbook replacement. Among 18-34 year olds and current Apple product owners “rather use a notebook or netbook instead” was cited by 51 percent and 44 percent respectively of those demographics as a reason not to buy.Even those key demographics who expressed the most interest in the iPad aren’t making a strong commitment to purchase an iPad in the near future and that mirrors what overall consumers are saying. When asked what the likelihood of purchasing an iPad in the next six months was, 9 percent of all consumers surveyed said they were “extremely or very likely” to do so, as did 10 percent of 18-34 years olds and 9 percent of Apple owners. But there were agreater number of consumers who were “not very likely” or “not likely at all” to purchase an iPad in the next six months. Sixty-six percent of both the all consumers surveyed and 18-34 year olds don’t foresee an iPad purchase in their future, and 60 percent of Apple owners felt the same way.2.5 Comments：Apple dominates the digital music market.Consumer focus, superb design and continuous innovation are the keys to Apple’s success.A healthy ecosystem has helped expand iPad’s use and spurred its rapid growth and adoption Content providers and competitive offerings pose a serious threat to iTunes but Apple has leverage to deal with it.Apple is well positioned to become the Entertainment Hub.3. Marketing Strategy3.1 Marketing and product objectivesMost of us who've been in the industry for more than the decade have an image of Mac market share: They're a niche product. Love them or hate them, they're boutique merchandise, with a few percentage points of market share. Macs are 5% of all computers as of January, according to NetMarketShare.However, let's take a closer look at those numbers: Apple's sales are skewed to premium PCs, priced at over $1,000. When you look at premium PCs alone, Apple has an astonishing 90% market share. That's right: Nine out of 10 PCs priced at $1,000 or more are Macs.But what does that do to my conclusion? I said Apple dominates the premium PC market, which is driving excellent revenue and profits, but that domination is dangerous. It doesn't leave Apple much room to grow in premium PCs. Moreover, premium PCs are a risky market to be in, because the growth is in under-$1,000 PCs and netbooks, a market in which Apple doesn't have many products.The iPad represents Apple's entry into the sub-$1,000 PC market, where there is much more room to grow.3.2 Market segmentation：Apple's product strategy is called a classic case of market segments. As far as possible with the traditional products in a different function to add more different is that Apple's strategy for a particular user experience based on user experience design products.When the mobility from the point of view. Similarly, Apple's products also include a variety of devices such as input from the keyboard and mouse to the multi-touch and so on. Apple's iPod player and iTunes use of vertical integration, with 160 million credit card users to establish a consumer relations, and provides a simple discovery, purchase and transfer of consumer experience. This is the key to Apple's market segmentation strategy can spread and coordination.3.5 CommentsGeneral Public is the BuyerApple must continually innovate and increase content to maintain market shareApple must maintain low price point avoid the public’s return to piracy4. Marketing mix4.1 Product：“A product is a bundle of attributes include features, functio ns, benefits and uses that exist for the purpose of exchange to satisfy both customer and organizational objectives. A product can be one or more of a good, an idea, an event, an activity, a person or an experience.”[2] Firms need to focus on the development, require products with a unique selling point.4.1.1 HardwareModel Wi-Fi Wi-Fi + 3G AnnouncementdateJanuary 27, 2010Release date April 3, 2010 April 30, 2010Display9.7 inches (25 cm) multitouch display at a resolution of 1024 ×768 pixels with LED backlighting and a fingerprint and scratch resistant coating.[9]Processor 1 GHz Apple A4 System on a chip Storage Fixed capacity of 16, 32, or 64 GBWireless Wi-Fi (802.11a/b/g/n), Bluetooth 2.1+EDRGeolocationEnvironmental sensors Accelerometer, ambient light sensor, magnetometer (for digitalcompass)Operating iOS 4.2.1systemBattery Built-in lithium-ion polymer battery; (10 hours video, 140 hours audio,1 month standby)Weight 1.5 lb (680 g) 1.6 lb (730 g) Dimensions 9.56 x 7.47 x .5 in (243 × 190 × 13 mm)Mechanicalkeys Home, sleep, volume rocker, screen rotation lock, (mute switch oniOS4.2).4.2 Pricing：Pricing decisions are subject to an incredibly complex array of environmental and competitive forces.Price is most important for a product because it can help producer to attract customer and it can influence customer’s decision because it resembles what the buyer value most.As iPad starting price is only ＄499,forcing other firm, like ASUS and MSI, to adjust their tablet PC pricing strategy. Previously, Asus and other PC man ufacturers’ pricing strategy is that their Tablet PC price is 20%~30%lower than Apple, and they expected the price of Apple Tablet PC is $ 1,000.4.3 Place：The iPad represents Apple's entry into the sub-$1,000 PC market, where there is much more room to grow.4.4 PromotionWith Every iPad purchased during this road show will enjoy FREE 10GB usage and FREE activation for your YES Huddle. The YES Huddle of course is a mobile Wi-Fi/modem that allows you to create a Wi-Fi hotspot anywhere you are. With 4G spee ds, you’ll be able to surf at 4G speeds!4.5 Comments：In technology today, speed is the key to success in market competition. Of course, there are unanimously of the "vertical", there is the small thinks of the "Lien". Although these companies aim at iPad in the highly competitive and complex market, but there are too many competitors to divide up the market pie.We can best learn from Apple is do not wait until the new thinking about how to market and then sell it. If Steve Jobs said: If you wait until this time thinking about these issues, more than 80% of new products to fail5. Conclusion and Recommendation：Looking back, iPad kinds of problems there pick a piece online: Apple's phone can not play phone, laptop does not take the network cable, desktop can not play games, mp4 not see the video, mp3 sound not, Tablet PC u can not read disk, and these are nothing, nothing. Although exaggerated, but it also tells us the confusion of these non-fruit powderIPad listed on the Tablet PC Market in China is still huge. Mainly manifested in several ways: first, iPad through the influence of the Apple brand, effectively inspired the Chinese consumer, will range between mobile phones and notebook computers of mobile devices in the Chinese market had a literacy; s Second, so that China's Tablet PC business saw this vacancy blue ocean market outlook and situation. iPad after the release of huge sales, the demand that the tablet PC market is still very large; the third, iPad tablet PC market in China boost start. At present, China's Tablet PC market is still in its infancy, iPad appearance, opened the Tablet PC market space in China.References：1. ://wikipedia.jaylee /2. Principles of marketing eleventh edition by Philip Kotler & Gary Armstrong3. Foreign management section 2154. Computer News 47, paragraph 92。
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《市场营销》期末论文The importance of culture in international marketingAbstract:Culture is the way that we do things around here. Culture could relate to a country (national culture), a distinct section of the community (sub-culture), or an organization (corporate culture). It is widely accepted that you are not born with a culture, and that it is learned. The definition of culture offered one text is “That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society.”Therefore international marketing needs to take into account the local culture of the country in which you wish to market.Key words: international marketing culture importance learn customerCulture is a problematic issue for many marketers since it is inherently nebulous and often difficult to understand. One may violate the cultural norms of another country without being informed of this, and people from different cultures may feel uncomfortable i n each other’s presence without knowing exactly why (for example, two speakers may unconsciously continue to attempt to adjust to reach an incompatible preferred interpersonal distance).And in business, learning about cultural differences — food, attire, language and technology — can lead to closing a deal rather blowing it out of the water.In recent years, international customers require packaging, labels, literature and advertising materials prepared in their native languages, said Noriega, vice president of Pharmakon Laboratories Inc., a pharmaceutical manufacturer in Tampa."When I first started everything could be in English with some exceptions, " he said. "The transition has occurred that things have to be in local languages. You still conduct a lot of business in English, but when you have face-to-face contact with customers overseas it is very important that you establish relationships."Differences in laws, accounting principles, exclusivity agreements and contracts also are important international issues for educators to examine, he said.Culture helps marketing managers to assess the cultural nature of an international market. It is very straight-forward, and uses eight categories in its analysis. The Eight categories are Language, Religion, Values and Attitudes, Education, Social Organizations, Technology and Material Culture, Law and Politics and Aesthetics.LanguageWith language one should consider whether or not the national culture is predominantly a high context culture or a low context culture (Hall and Hall 1986). The concept relates to the balance between the verbal and the non-verbal communication.In a low context culture spoken language carries the emphasis of the communication i.e. what is said is what is meant. Examples include Australia and the Netherlands.In a high context culture verbal communications tend not to carry a direct message i.e. what is said may not be what is meant. So with a high context culture hidden cultural meaning needs to be considered, as does body language. Examples of a high context cultures include Japan and some Arabic nations.ReligionThe nature and complexity of the different religions an international marketer could encounter is pretty diverse. The organization needs to make sure that their products and services are not offensive, unlawful or distasteful to the local nation. This includes marketing promotion and branding.In China in 2007 (which was the year of the pig) all advertising which included pictures of pigs was banned. This was to maintain harmony with the country's Muslim population of around 2%. The ban included pictures of sausages that contained pork, and even advertising that included an animated (cartoon) pig.In 2005 France's Catholic Church won a court injunction to ban a clothing advertisement (by clothing designers Marithe and Francois Girbaud) based upon Leonardo da Vinci's Christ's Last Supper.Values and AttitudesValues and attitudes vary between nations, and even vary within nations. So if you are planning to take a product or service overseas make sure that you have a good grasp the locality before you enter the market. This could mean altering promotional material or subtle branding messages. There may also be an issue when managing local employees. For example, in France workers tend to take vacations for the whole of August, whilst in the United States employees may only take a couple of week's vacation in an entire year.In 2004, China banned a Nike television commercial showing U.S. basketball star LeBron James in a battle with animated cartoon kung fu masters and two dragons, because it was argued that the ad insults Chinese national dignity.In 2006, Tourism Australian launched its ad campaign entitled "So where the bloody hell are you?"in Britain. The $130 million (US) campaign was banned by the British Advertising Standards Authority from the United Kingdom. The campaign featured all the standard icons of Australia such as beaches, deserts, and coral reefs, as well as traditional symbols like the Opera House and the Sydney Harbour Bridge. The commentary ran: "We've poured you a beer and we've had the camels shampooed, we've saved you a spot on the beach. We've even got the sharks out of the pool,".Then, from a bikini-clad blonde, come the tag line: "So where the bloody hell are you?" EducationThe level and nature of education in each international market will vary. This may impact the type of message or even the medium that you employ. For example, in countries with low literacy levels, advertisers would avoid communications which depended upon written copy, and would favour radio advertising with an audio message or visual media such as billboards. The labelling of products may also be an issue.In the People's Republic of China a nationwide system of public education is in place, which includes primary schools, middle schools (lower and upper), and universities. Nine years of education is compulsory for all Chinese students.In Finland school attendance is compulsory between the ages of 7 and 16, the first nine years of education (primary and secondary school) are compulsory, and the pupils go to their local school. The education after primary school is divided to the vocational and academic systems, according to the old German model.In Uganda schooling includes 7 years of primary education, 6 years of secondary education (divided into 4 years of lower secondary and 2 years of upper secondary school), and 3 to 5 years of post-secondary education.Social OrganizationsThis aspect of Terpstra and Sarathy's Cultural Framework relates to how a national society is organized. For example, what is the role of women in a society? How is the country governed - centralized or devolved? The level influence of class or casts upon a society needs to be considered. For example, India has an established caste system - and many Western countries still have an embedded class system. So social mobility could be restricted where caste and class systems are in place. Whether or not there are strong trade unions will impact upon management decisions if you employ local workers.Technology and Material CultureTechnology is a term that includes many other elements. It includes questions such as is there energy to power our products? Is there a transport infrastructure to distribute our goods to consumers? Does the local port have large enough cranes to offload containers from ships? How quickly does innovation diffuse? Also of key importance, do consumers actually buy material goods i.e. are they materialistic?revor Baylis launched the clockwork radio upon the African market. Since batteries were expensive in Africa and power supplies in rural areas are non-existent. The clockwork radio innovation was a huge success.China's car market grew 25% in 2006 and it has overtaken Japan to be the second-largest car market in the world with sales of 8 million vehicles. With just six car owners per 100 people (6%), compared with 90% car ownership in the US and 80% in the UK, the potential for growth in the Chinese market is immense.Law and PoliticsAs with many aspects of Terpstra and Sarathy's Cultural Framework, the underpinning social culture will drive the political and legal landscape. The political ideology on which the society is based will impact upon your decision to market there. For example, the United Kingdom has a largely market-driven, democratic society with laws based upon precedent and legislation, whilst Iran has a political and legal system based upon the teachings and principles Islam and a Sharia tradition.AestheticsAesthetics relate to your senses, and the appreciation of the artistic nature of something, including its smell, taste or ambience. For example, is something beautiful? Does it have a fashionable design? Was an advert delivered in good taste? Do you find the color, music or architecture relating to an experience pleasing? Is everything relating to branding aesthetically pleasing? References:1. Terpstra, v. and Sarathy, R. (2000) International Marketing, 8th Edition, Dryden Press.2. Hall, E.T. and Hall, M.R. (1986) Hidden Differences: doing business with the Japanese, Anchor Press.3. Brand Launching and Sustainingin a developing country : The case study of Honda on Vietnam Motorcycle Market。