服务营销外文翻译
市场营销_外文翻译_外文文献_英文文献_顾客满意策略与顾客满意
顾客满意策略与顾客满意营销原文来源：《Marketing Customer Satisfaction》自20世纪八十年代末以来,顾客满意战略已日益成为各国企业占有更多的顾客份额,获得竞争优势的整体经营手段。
一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁,社会物质财富的极大充裕,顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代,到了20世纪八十年代末进入了情感消费时代。
在我国,随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代,到今天也逐步迈进情感消费时代。
在情感消费时代,各企业的同类产品早已达到同时、同质、同能、同价,消费者追求的已不再是质量、功能和价格,而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位,以及超越消费者期望值的售前、售中、售后服务和咨询。
也就是说,今天人们所追求的是具有“心的满足感和充实感”的商品,是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。
与消费者价值追求变化相适应的企业间的竞争,也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争,即顾客满意竞争。
这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。
它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。
这些综合形象力和如何合成综合持久的竞争力,这就是CS策略所要解决的问题。
CS时代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号,而是以实实在在的行动为基础的企业经营的一门新哲学。
公司各个部门英文翻译
市场营销部: SALES&MARKETING DEPARTMENT计财部:ACCOUNTING DEPARTMENT人力资源部: HUMAN RESOURCE DEPARTMENT工程部: ENGINEERING DEPARTMENT保安部: SECURITY DEPARTMENT行政部: EXECUTIVE DEPARTMENT前厅部: FRONT OFFICE客房部: HOUSEKEEPING DEPARTMENT餐饮部: FOOD&BEVERAGE DEPARTMENT外销部： EXPORT DEPARTMENT财务科： FINANCIAL DEPARTMENT党支部： BRANCH OF THE PARTY会议室： MEETING ROOM会客室： RECEPTION ROOM质检科： QUALITY TESTING DEPARTMENT内销部： DOMESTIC SALES DEPARTMENT厂长室： FACTORY DIRECTOR'S ROOM行政科： ADMINISTRATION DEPARTMENT技术部： TECHNOLOGY SECTION档案室： MUNIMENT ROOM生产科： MANUFACTURE SECTION总公司: Head Office分公司: Branch Office营业部: Business Office人事部: Personnel Department总务部: General Affairs Department财务部: General Accounting Department销售部: Sales Department促销部: Sales Promotion Department国际部: International Department出口部: Export Department进口部: Import Department公共关系: Public Relations Department广告部: Advertising Department企划部: Planning Department产品开发部: Product Development Department研发部: Research and Development Department (R&D) 秘书室: Secretarial Poo市场部Marketing Department技术服务部 Technical service Department人事部 Personnel Department(人力资源部)Human Resources DepartmentAccounting Assistant 会计助理Accounting Clerk 记帐员Accounting Manager 会计部经理Accounting Stall 会计部职员Accounting Supervisor 会计主管Administration Manager 行政经理Administration Staff 行政人员Administrative Assistant 行政助理Administrative Clerk 行政办事员Advertising Staff 广告工作人员Airlines Sales Representative 航空公司定座员Airlines Staff 航空公司职员Application Engineer 应用工程师Assistant Manager 副经理Bond Analyst 证券分析员Bond Trader 证券交易员Business Controller 业务主任Business Manager 业务经理Buyer 采购员Cashier 出纳员Chemical Engineer 化学工程师Civil Engineer 土木工程师Clerk/Receptionist 职员／接待员Clerk Typist & Secretary 文书打字兼秘书Computer Data Input Operator 计算机资料输入员Computer Engineer 计算机工程师Computer Processing Operator 计算机处理操作员Computer System Manager 计算机系统部经理Copywriter 广告文字撰稿人Deputy General Manager 副总经理Economic Research Assistant 经济研究助理Electrical Engineer 电气工程师Engineering Technician 工程技术员English Instructor/Teacher 英语教师Export Sales Manager 外销部经理Export Sales Staff 外销部职员Financial Controller 财务主任Financial Reporter 财务报告人F.X. (Foreign Exchange) Clerk 外汇部职员F.X. Settlement Clerk 外汇部核算员Fund Manager 财务经理General Auditor 审计长General Manager/President 总经理General Manager Assistant 总经理助理General Manager‘s Secretary 总经理秘书Hardware Engineer （计算机）硬件工程师Import Liaison Staff 进口联络员Import Manager 进口部经理Insurance Actuary 保险公司理赔员International Sales Staff 国际销售员Interpreter 口语翻译Legal Adviser 法律顾问Line Supervisor 生产线主管Maintenance Engineer 维修工程师Management Consultant 管理顾问Manager 经理Manager for Public Relations 公关部经理Manufacturing Engineer 制造工程师Manufacturing Worker 生产员工Market Analyst 市场分析员Market Development Manager 市场开发部经理Marketing Manager 市场销售部经理Marketing Staff 市场销售员Marketing Assistant 销售助理Marketing Executive 销售主管Marketing Representative 销售代表Marketing Representative Manager 市场调研部经理Mechanical Engineer 机械工程师Mining Engineer 采矿工程师Music Teacher 音乐教师Naval Architect 造船工程师Office Assistant 办公室助理Office Clerk 职员Operational Manager 业务经理Package Designer 包装设计师Passenger Reservation Staff 乘客票位预订员Personnel Clerk 人事部职员Personnel Manager 人事部经理Plant/Factory Manager 厂长Postal Clerk 邮政人员Private Secretary 私人秘书Product Manager 生产部经理Production Engineer 产品工程师Professional Staff 专业人员Programmer 电脑程序设计师Project Staff （项目）策划人员Promotional Manager 推销部经理Proof-reader 校对员Purchasing Agent 采购（进货）员Quality Control Engineer 质量管理工程师Real Estate Staff 房地产职员Recruitment Coordinator 招聘协调人Regional Manger 地区经理Research & Development Engineer 研究开发工程师Restaurant Manager 饭店经理Office Assistant 办公室助理Office Clerk 职员Operational Manager 业务经理Package Designer 包装设计师Passenger Reservation Staff 乘客票位预订员Personnel Clerk 人事部职员Personnel Manager 人事部经理Plant/Factory Manager 厂长Postal Clerk 邮政人员Private Secretary 私人秘书Product Manager 生产部经理Production Engineer 产品工程师Professional Staff 专业人员Programmer 电脑程序设计师Project Staff （项目）策划人员Promotional Manager 推销部经理Proof-reader 校对员Purchasing Agent 采购（进货）员Quality Control Engineer 质量管理工程师Real Estate Staff 房地产职员Recruitment Coordinator 招聘协调人Regional Manger 地区经理Research & Development Engineer 研究开发工程师Restaurant Manager 饭店经理Sales and Planning Staff 销售计划员Sales Assistant 销售助理Sales Clerk 店员、售货员Sales Coordinator 销售协调人Sales Engineer 销售工程师Sales Executive 销售主管Sales Manager 销售部经理Salesperson 销售员Seller Representative 销售代表Sales Supervisor 销售监管School Registrar 学校注册主任Secretarial Assistant 秘书助理Secretary 秘书Securities Custody Clerk 保安人员Security Officer 安全人员Senior Accountant 高级会计Senior Consultant/Adviser 高级顾问Senior Employee 高级雇员Senior Secretary 高级秘书Service Manager 服务部经理Simultaneous Interpreter 同声传译员Software Engineer （计算机）软件工程师Supervisor 监管员Systems Adviser 系统顾问Systems Engineer 系统工程师Systems Operator 系统操作员Technical Editor 技术编辑Technical Translator 技术翻译Technical Worker 技术工人Telecommunication Executive 电讯（电信）员Telephonist/Operator 电话接线员、话务员Tourist Guide 导游Trade Finance Executive 贸易财务主管Trainee Manager 培训部经理Translation Checker 翻译核对员Translator 翻译员Trust Banking Executive 银行高级职员Typist 打字员Word Processing Operator 文字处理操作员文案编辑词条B 添加义项?文案，原指放书的桌子，后来指在桌子上写字的人。
4P营销组合 营销策略 外文文献翻译
文献出处：Singh M. Marketing Mix of 4P’S for Competitive Advantage[J]. Gifts & Decorative Accessories, 2016, 3(6):40-45.英文字符数：20371，译文字数：5167第一部分为译文，第二部分为原文。
默认格式：中文五号宋体，英文五号Times New Roma，行间距1.5倍。
4P营销组合提高企业竞争优势摘要：企业再推出产品之前应该考虑下营销组合的四个变量，即产品，价格和渠道和促销。
这四个变量有助于企业制定竞争优势所必需的战略决策。
本文的主要目的是描述营销组合中各个变量在企业提高市场竞争优势中的关系。
营销组合包括产品营销组合和服务营销组合。
产品营销组合一般由产品，价格，渠道和促销组成，通常用于有形商品的营销组合。
然而，服务营销组合还与另外三个变量相关，例如人员，服务过程和有形展示。
当NeilH.Borden 在1964年发表了他的“营销组合概念”的文章时，营销组合一词开始流行起来。
营销组合的特征是四个同样重要的变量。
第一步是制定营销计划的产品计划，产品计划有三个部分，即核心产品，增值产品和第三产品。
不仅与产品有关的决定，还包括价格相关的决定，如统一价格是否收费或不同价格的不同价格将在同一产品在不同市场收取。
第三个变量是“渠道”，它与产品销售的决定有关。
“促销”涉及增加销售额。
营销组合涉及到哪些产品将以特定价格提供的决策，相同的产品将根据不同的市场使用不同的价格，营销经理必须考虑不同因素的影响根据4P分类来确定产品的营销组合。
关键词：营销组合，产品，价格，渠道，促销，竞争优势1 引言营销组合是企业用来销售其商品和服务的不同营销决策变量的组合。
在确定市场并收集有关市场的基本信息后，下一步是市场规划的方向，以满足客户的需求和竞争对手的挑战。
它提供了所有营销变量的最佳组合，使企业能够实现利润，销售量，市场份额，投资回报等目标。
服务营销行业外文文献翻译【精品】
服务营销行业外文文献翻译【此文档为word版本可任意编辑】1．外文原文Service marketing" Service marketing" is a closely through the customer, and then provides a service, achieve beneficial exchange marketing. To implement service marketing must first clear the service object. " Who is the customer". Like the drinks industry customers are divided into two levels: Distributors and consumers. For the enterprise. Should take all the distributors and consumers as God, to provide quality services.To improve customer satisfaction and customer loyalty though the service. The general characteristics of the service marketing:(1)supply and demand dispersionService marketing activities, services of supply and demand of the product with dispersion. Not only the cover of various departments and the industry to the tertiary industry, enterprise services are widely dispersed, but the need for supplier is involved in various types of enterprises, social groups.(2)a single marketingTangible products marketing distribution, agents and direct sales to a variety of marketing methods. Service marketing is due to the production and consumption of unity, decide its can take direct way, the middleman's involvement is impossible, impossible also stored for sale.(3)marketing objects are complexService market buyers is multiple, extensive, complex. Buying service consumer purchasing motivation and different purposes, A service purchasers of products may be involved in the community all the various types of family and individual identity, even to buy the same product or service for life, while others used in the production of consumption, such as information, such as communication of post and telecommunications.(4)the service consumer demand elasticityAccording to Maslow hierarchy of needs theory, people's basic material needs is a primary demand, this demand is easy to produce common people, but the people tothe spiritual and cultural consumption demand is secondary to demand, the demand for the social environment and each having the condition caused greater elasticity of demand. At the same time, the demand for services and to tangible products demand in certain organization and the total amount of spending in the mutual and diversionary, is one of the causes of formation of elasticity of demand.(5)service personnel, technology skills, high art requirementService technical, skills, skills directly related with the quality of service. Of a variety of consumer service product quality requirements is the service personnel on the technology, skills, technical requirements. Service services quality may not be the only, unified standards, but only a relatively standard and with the purchaser's sensory experience.Service marketing principles:" customer focus" nine principles1, get a new customer than to keep an existing customer to spend more. Companies to expand their markets, expand the market share of the time, tend to put more energy on the development of new customers, but the development of new customers and retain existing customers will cost more than. In addition, according to the survey data show, new customer expectations is generally higher than the old customer. This make the development of new customer success rate greatly affected.2, unless you can compensate for the loss of soon, or lose customers will lose forever. Each enterprise to their customer base that division, customers and enjoy the different customer policy. But the business must clearly recognize a little, that each customer is God to us, no matter what they are doing for the company is large or small, we should avoid customer discrimination policy.3, dissatisfied customers than satisfied customers have more " friends". Competitors may use customer dissatisfaction, gradually eroded their loyalty, and in your customer base expanding adverse effects. This is why unhappy customers than satisfied customers have more " friends".4, open communication channels, welcomed the complaints. There are complaints have to work on improving the power, the timely processing of complaints can improve the customer satisfaction customer loyalty, to avoid falling. Open communication channels, for enterprises to collect all the feedback information, facilitates the marketing work..5, the customer is not always right, but how to tell them that they are wrong will produce different results. The customer is not always right. " The customer is always right" is left to the customer, not the enterprise. Enterprises must be found and clearunderstanding of customer and the position of different reasons, to inform and guide them. Of course, this requires some marketing art and technique, different methods will produce different results.6, the customer has full power of choice. No matter what industry and what products, even the monopoly, we cannot neglect the consumer choice. Market demand is the embodiment of customer demand, is the source of.7, you must listen to the views of customers to understand their needs. Customer service can not be blind, have targeted. The enterprise must listen to the views of customers, understand their needs, and on this basis for customer service, so as to achieve twice the result with half the effort, to improve customer loyalty.8, if you do not believe, how can you hope your customers would like to believe? Enterprises to customers recommend new products or requirements of customers with a cooperation, customers must stand in the perspective, place oneself in others' position to consider. If you think it is reasonable, do not try. Your force forever and customer conflict together.9, if you do not take care of your customers, then people will take care of. The market competition is fierce, competition to each other's customers are always concerned about the. The enterprise must own the customer regular communication and understanding, to solve customer problems. Ignore your customer to customer to competitors relinquished.Service marketing managementIn order to effectively use the service marketing for enterprise purposes, enterprises should according to their own inherent characteristics of service-oriented market segmentation, service differentiation, materiality is changed, standardization and so on, to formulate and implement the scientific marketing strategy, ensure to achieve the goal of enterprise competition.1,service marketing segmentationAny kind of service market, a large number of widely distributed service demand, due to the influence of demand factors are diverse, service demand has obvious personalized and diversified characteristics. Any company, regardless of its ability to much, cannot fully satisfy different market demands for service, it is not possible for all buyers to provide effective services for the service. Therefore, every enterprise in the implementation of the service marketing strategy when they need to its service market or object segmentation, based on market subdivision selected their own services to target markets, conduct targeted marketing combination strategy, in orderto obtain good marketing effectiveness.2,service differentiationDifferentiated service is a service business in the face of strong competition in the service content, service channels and service image and adopt different from competitors and highlight their own characteristics, to defeat the competitor, in the service market stand the heel of a practice. From the following three aspects:①Product of service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Take different from others' transmission means, quickly and effectively to the enterprise service operation to service recipients.③Pay attention to the use of symbols or special symbols, name or logo to establish the unique image of enterprises.3,service tangibilityTangibility of service is refers to the enterprise with the aid of a variety of services in the process of material factors, the invisible service product as far as possible entity, tangible, let consumer perception to service products, improve the existing product interests enjoy the service process. Tangibility of service includes the content of three respects:①Product service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Service environment tangible. Service business environment is to provide services and consumers to enjoy the services of specific sites and atmosphere, although it does not constitute the core content of service product, but it can bring to the enterprise" first impressions are strongest " effect, is the indispensable conditions of service products.③Service provider "tangible". The service provider is the direct contact with the consumer enterprise staff, the service quality and character, behavior and consumer engagement means, method, attitude, will directly affect the realization of service marketing, service marketing in order to ensure the validity, enterprises staff services standardized training, let them understanding of enterprise services content and requirement, master of essential servicetechnology and techniques, to ensure that the services they provide and enterprise service goals.4,service standardizationAs service products is not only by service personnel, but also with certain technical facilities and technical conditions, so the service for the enterprise quality management and standardization of services production provided conditions, enterprises can take the technical routine work standardization, can from the following five points to consider:①Starting from the convenience of consumers, improve design quality, make the service process rationalization.②Formulate requirements for consumers to observe the contents of reasonable, civilized language rules, to induce consumers to accept service, normative behavior, and make the enterprise service production norms coincide.③Improving the service facilities, landscaping services environment, so that consumers in the waiting period live comfortable, such as setting seat, placing the books and magazines, post material, as consumers wait and accept services provide good conditions.④The use of price leverage, clearly marked to indicate the different grades, different quality level of service, to meet different levels of consumer demand⑤Standard service provider behavior, create the guests feel at home. Service environment and atmosphere, make the service production and consumption can be ina relaxed, pleasant environment in.2.外文资料翻译译文服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。
体验营销【外文翻译】
本科毕业论文外文翻译外文文献译文标题：体验营销资料来源: 营销管理作者：贝恩德·施密特在这篇文章中，对比传统营销，我提出了一个新的营销方式叫做体验营销，并且给体验营销做出一个战略性的框架。
传统营销考虑消费者是合理的决策者，关心功能上的特征和利益。
相反，体验营销者考虑消费者人类理性与情感有关以达到让人体验到愉快的经历。
五种不同类型的经验, 或战略体验模块( S E M s) ，市场营销者可以为客户创造特质：感官体验( S E NCE) ；情感经验( F E E L) ；创造性认知经验( T HINK) ：身体经验，行为和生活方式( ACT) ；社会辨别经验的结果与参考群体或文化( R E LATE) 。
这些经验是实施所谓的经验通过供应商( ExP ros) ，如通讯、视觉和语言的身份，产品存在，电子传媒等，体验营销的终极目标是创造整体的经验，整合成一个整体的格式的个人经验。
本文以考试的战略问题结束，讨论如何创造以体验为方向的组织。
体验营销在一个多样性的产业, 公司已经离开了传统的“特征& 利益”营销模式为他们的客户创造经验。
这种转变是向体验营销在更广泛的商业环境中产生三个同步发展的结果。
体验营销：四个关键特征图1 中指出了体验营销的关键特征（1）一个以顾客为关注焦点的经验不同于狭窄的功能特点和优点集中、体验营销重点客户的经验。
经验是经历遇到的事情或者生活中而产生的。
经验提供的感觉、情感、认知、行为和关系价值取代功能价值。
（2）一个专注于消费作为一个整体的经验体验营销不认为就只是简单的洗发水、剃须膏、吹干衣机和香水。
相反，他们认为“美容在浴室”，问他们什么产品融入这个消费现状及如何将这些产品，其包装，和他们的广告前能提高消费的消费体验。
（3）客户是理性的和情感的动物对于一个富有经验的市场营销者而言，客户受感性的和理性驱使。
也就是说,尽管消费者可能经常会做出理性选择，他们经常被情感驱使是因为消费的经历的人通常指向追求幻想、感情和乐趣。
企业服务营销策略外文文献翻译最新2016年
企业服务营销策略外文文献翻译最新2016年XXX market。
simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。
including customer nship management。
service n。
and service recovery。
and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。
作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。
企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。
本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。
作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。
nXXX market。
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仅仅提供高质量的产品的传统方法已经不足以保证成功。
为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。
这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。
XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。
体验营销外文文献翻译2019年译文3000多字
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XXX experiment。
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XXX totry out products and experience them firsthand。
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4P营销策略和营销渠道外文文献翻译2014年译文3000多字
文献出处: Majid. Marketing Strategy and Marketing Channels of Communication[J]. International Journal of Academic Research in Business and Social Sciences, 2014, 4(3): 345-360. 原文Marketing Strategy and Marketing Channels of CommunicationMajidIntroductionNowadays, services dynamic world makes marketing promotions important more than last times. A service should be designed based on the customer needs and its price is realistic. It also is necessary that the services be distributed through convenience distribution channels and be advertised among customers actively. New companies should attempt to regulate their products price appropriately and also make communicational efforts so exactly that be able to make position for them which is attractive for target market customers. Generally, the strategies can be divided into three groups including total, business, and functional strategies. The functional strategies refer to the applied attitude in a business unit for achieving companies and businesses main goals through maximizing resources productivity. Functional strategies include marketing, financial, research and development, production and operations, human resources management, and information systems. So, marketing strategy is considered as a functional strategy.Marketing strategies refer to tools which can be used for achieving goals. These strategies refer to this question “how goals can be achieved?” Marketing design success depends on the efficiency of marketing strategies. It is possible to determine a strategy for every marketing mix elements (Hart, 2003). Indeed, marketing strategy includes different variables that the company can control them or which the company can adapt itself with them so exactly that helps the organization to achieve its goals. Indeed, it is the internal facilities and authorities that can be controlled. On the other hand, demand, competition forces, distribution structure, marketing rules, and non-marketing costs are the main uncontrollable (environmental) variables. The marketing strategy controllable variables include product, price, place, distribution, people (employees), assets, process, and physical equipment.Review of literatureGenerally, marketing mix refers to the marketing managements’ main efforts. After select ing a target market, marketing managers have to develop a systematic sales plan for attracting customers and creating long-term relations with them. Marketing plan is resulted from managerial decisions in terms of marketing mix (product, price, place, and promotion). Indeed, these are the most important parameters which marketing managers allocate company’s resources for them in order to achieve sales and profit goals (Goi, 2009). Review of marketing literature reveals that 4Ps is the most acceptable marketing mix which includes product, price, place (distribution), and promotion. The concept of marketing mix has been introduced by Bourden (1950) for them first time in the frame of 4Ps (Nakhchian, 2009).The services marketing theorists study the differences between services and goods marketing. Smith pointed out that a large part of these efforts are focused on the marketing mix concept. He believes that the services marketing mix is different from good marketing mix. Indeed, he stresses that services marketing requires different decisions than goods marketing. He differentiates services marketing from goods marketing. He suggests that people (employees), physical assets, and processes are other elements of services marketing mix than goods marketing mix. In other words, Smith believes that services marketing mix consists of 7 elements including product, price, place (distribution), promotion, people (employees), physical assets, and processes (Kotler, 2004). ProductProduct refers to a marketing mix element that is related to creativity and development in the product management. Product decisions are very important, as these decisions are related to the production so that satisfy customers’ needs and wants.PricingPrice is one of the fundamental marketing mix elements. Indeed, price should is acceptable for final consumers and determines other marketing mix elements. Services price is a value that services provider make. It should have adaptability with customer perception. If a service price is very high, the customers do not use it and vice versa. In other words, if the service price is low, the customers perceive it as a low-quality and undesirable services. Many services providers offer different types of services for market segments (Kotler, 2004).PromotionPromotional plans are developed for informing target customers from company’s products.Unfortunately, some people think that the effective marketing efforts (providing appropriate services with appropriate price levels in a favorable place for s atisfying customers’ needs and wants) do not need comprehensive advertisements. Generally, promotional efforts include direct marketing, public relations, advertisements, sales promotions (Roosta et al., 2001).Marketing and advertisement professionals like talking about consumption markets, consumers, and customers. On the other hand, public relations specialists interest in publicity, audience, and stakeholders. These groups are the people who are influenced by company and also influence it. From their perspective, public relations are free from any encouragement and persuasion. Indeed, the ideal purpose of public relations is to create perception and cooperation by which two-way dialogue will be possible. Based on the definition, marketing efforts are developed in order to encourage customers and consumers for purchasing and consuming goods and services (Willcocks, 2007).PlacePlace (distribution) refers to the process of delivering products to the customers sufficiently and minimizing transportation and saving costs. In other words, place or distribution is the process of providing services in the best place and time and in a best manner.Functions of distribution channelAs indicated in the previous sections, distribution channel is a system by which products are transmitted from producers to the customers. The members of distribution channel are obligated to do the following functions:1. Information: collecting necessary information for planning2. Advertisement: preparing and broadcasting persuasive information about products3. Contact: finding and contacting potential buyers.4. Adaption: forming and preparing products which are adaptable with buyers’ taste and desires.5. Negotiation: negotiating about price and other transaction conditions.Offensive marketingIn in the end of 20th century, marketing professionals found that the successful marketing is not the sum of marketing employees’ common and day-to-day marketing efforts. They point out that marketing is a phenomenon which consists of thoughts, actions, competition, and process ofmarketing design. Davishen (2000) suggests a modern marketing theory which is known as offensive marketing. The reason is that the common approach to marketing is a utility approach. The profit secures busin ess’ survive. This is the main factor which makes marketing efforts as the leader in every company. In order to use offensive marketing approach, it is necessary that not only the company is free from bureaucratic process and procedures, but also it is followed that a good marketing effort is possible through agility and economic capability.Nowadays, it has been forgotten, as successful marketing is creation of opportunity which derives from appropriate attitudes, organizing, and marketing techniques. This is why that offensive marketing approach offers a simple formula which refers to the implementation of fundamental marketing plans through hardworking and happy employees. The present study has been aimed to introduce aggressive, marketing approach as an effective approach is development of internal and international marketing among businesses.Offensive marketingIt is very difficult to find a sound and agreed definition of marketing. Some authors consider marketing as a price management technique and some others refer to marketing from financial perspective. There are a third group of authors who consider marketing as a combination of both previous techniques. On the other hand, some authors consider marketing as an organizational department and some others believe that marketing is the factor of sales. The consulters of Oxford Company point out that effective management of customer benefits is the best definition for marketing. It is should be remembered the construct of “customers” refers to both inter nal and external customers in which external customers are products buyers and internal ones are organizational members (employees). The concept of “customer benefits” refers to the appropriate combination of price and quality. In this regard, management is the process of acquiring or producing customer benefits in the goods and services. Although this definition of marketing, profitability of the marketing process is not referred, but the concept of effective management shows the importance of producing customer benefits.It is should be remembered that marketing is considered as an administrative function in many companies and employees of other departments do not play any role in the marketing process, as they have not any contact with external customers. Offensive marketing attempts to change this meaning so that any organizational member considers his/herself as a marketer. Inoffensive marketing approach, marketing requires that every organizational member has a role in delivering customer value by which the organization will achieve its organizational goals. In such as approach, marketing professionals have to educate other departments’ employees.Based on the offensive marketing approach, every organizational member follow two main goals. The first is increasing customer benefits which results from goods and services sale. The second is achieving higher levels of profitability more than industry’s common profit level. In this process, the offensive marketer paves the ground for pure production. Their ideal purpose is to produce goods and provide services with high quality and low price. Indeed, price and quality are the main fundamentals of customer priority. Indeed, when the company achieves the most profitability that its customer perceive a good quality with appropriate price. Undoubtedly, it is difficult to find and maintain a condition in which the company achieves the most profitability. Customer benefits are actual phenomenon which focuses on the customer’s objective criteria. Maintaining these criteria requires continuous performance improvement, as the best improvements and innovations in the products will be duplicated by competitors. As a result, competitors enter the market with better performance. On the other hand, increase in the customers’ experiences in different areas results in more expectations in them. This is why that the company will be unsuccessful, if it cannot improve its products continuously. As a result, the customers go toward competitors. It should not be forgotten that there is a significant relationship between satisfying customers’ needs and wants and company’s profitability. In other words, customers’ loyalty to products is a gift that the customer gives to the organization. It can be seemed that the companies with higher levels of customer loyalty achieve more profitability. It is should be remembered that both internal and external customers evaluate the products based on a single criterion: “are the products satisfy the customers’ needs and wants?” customer satisfaction has a deeper meaning in offensive marketing literature. Indeed, it refers that the company should adapt its strengths with appropriate market opportunities in a best manner. Also it refers that the company should do its efforts with low costs in order to satisfy its customers’ needs and wants. Indeed, business should consider themselves as the customers’ agent. The most important competitive advantage of Japanese companies such as Toyota is their capability in creating and maintaining customer benefits. Th e phrase of “achieving high profitability” means that the businesses should be able to better than their competitors in terms of main criteria such as sales,return on investment, and economic added-value. It is the customer benefits that make customer loyal to the company. Offensive marketing focuses on the long-term growth management. If a company invests in producing goods and providing services in accordance with customers’ needs and wants continuously, it will be able to improve its customers’ benefits and achieve its short-term and long-term goals.译文营销策略和营销沟通渠道马吉德引言如今,服务动态的世界使市场营销活动的重要重要性扩大了一倍以上。
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2.外文资料翻译译文服务营销“服务营销”是一种通过关注顾客，进而提供服务，最终实现有利的交换的营销手段。
实施服务营销首先必须明确服务对象，即“谁是顾客”。
像饮料行业的顾客分为两个层次：分销商和消费者。
对于企业来说，应该把所有分销商和消费者看作上帝，提供优质的服务。
通过服务，提高顾客满意度和建立顾客忠诚。
服务营销的一般特点：（1）供求分散性服务营销活动中，服务产品的供求具有分散性。
不仅供方覆盖了第三产业的各个部门和行业，企业提供的服务也广泛分散，而且需供方更是涉及各种各类企业、社会团体。
（2）营销方式单一性有形产品的营销方式有经销、代理和直销多种营销方式。
有形产品在市场可以多次转手，经批发、零售多个环节才使产品到达消费者手中。
服务营销则由于生产与消费的统一性，决定其只能采取直销方式，中间商的介入是不可能的，储存待售也不可能。
（3）营销对象复杂多变服务市场的购买者是多元的、广泛的、复杂的。
购买服务的消费者的购买动机和目的各异，某一服务产品的购买者可能牵涉社会各界各业各种不同类型的家庭和不同身份的个人，即使购买同一服务产品有的用于生活消费，有的却用于生产消费，如信息咨询、邮电通讯等。
（4）服务消费者需求弹性大根据马斯洛需求层次原理，人们的基本物质需求是一种原发性需求，这类需求人们易产生共性，而人们对精神文化消费的需求属继发性需求，需求者会因各自所处的社会环境和各自具备的条件不同而形成较大的需求弹性。
同时对服务的需求与对有形产品的需求在一定组织及总金额支出中相互牵制，也是形成需求弹性大的原因之一。
（5）服务人员的技术、技能、技艺要求高服务者的技术、技能、技艺直接关系着服务质量。
消费者对各种服务产品的质量要求也就是对服务人员的技术、技能、技艺的要求。
服务者的服务质量不可能有唯一的、统一的衡量标准，而只能有相对的标准和凭购买者的感觉体会。
服务营销的原则: “顾客关注”的九项原则1、获得一个新顾客比留住一个已有的顾客花费更大。
企业在拓展市场、扩大市场份额的时候，往往会把更多精力放在发展新顾客上，但发展新的顾客和保留已有的顾客相比花费将更大。
此外，根据国外调查资料显示，新顾客的期望值普遍高于老顾客。
这使发展新顾客的成功率大受影响。
2、除非你能很快弥补损失，否则失去的顾客将永远失去。
每个企业对于各自的顾客群都有这样那样的划分，各客户因而享受不同的客户政策。
但企业必须清楚地认识到一点，即每个顾客都是我们的衣食父母，不管他们为公司所做的贡献是大或小，我们应该避免出现客户歧视政策。
3、不满意的顾客比满意的顾客拥有更多的“朋友”。
竞争对手会利用顾客不满情绪，逐步蚕食其忠诚度，同时在你的顾客群中扩大不良影响。
这就是为什么不满意的顾客比满意的顾客拥有更多的“朋友”。
4、畅通沟通渠道，欢迎投诉。
有投诉才有对工作改进的动力，及时处理投诉能提高顾客的满意度，避免顾客忠诚度的下降。
畅通沟通渠道，便于企业收集各方反馈信息，有利于市场营销工作的开展。
5、顾客不总是对的，但怎样告诉他们是错的会产生不同的结果。
顾客不总是对的。
“顾客永远是对的”是留给顾客的，而不是企业的。
企业必须及时发现并清楚了解顾客与自身所处立场有差异的原因，告知并引导他们。
当然这要求一定营销艺术和技巧，不同的方法会产生不同的结果。
6、顾客有充分的选择权力。
不论什么行业和什么产品，即使是专卖，我们也不能忽略顾客的选择权。
市场是需求的体现，顾客是需求的源泉。
7、你必须倾听顾客的意见以了解他们的需求。
为客户服务不能是盲目的，要有针对性。
企业必须倾听顾客意见，了解他们的需求，并在此基础上为顾客服务，这样才能作到事半功倍，提高客户忠诚度。
8、如果你不愿意相信，你怎么能希望你的顾客愿意相信？企业在向顾客推荐新产品或是要求顾客配合进行一项合作时，必须站在顾客的角度，设身处地考虑。
如果自己觉得不合理，就绝对不要轻易尝试。
你的强迫永远和顾客的抵触在一起。
9、如果你不去照顾你的顾客，那么别人就会去照顾。
市场竞争是激烈的，竞争对手对彼此的顾客都时刻关注。
企业必须对自己的顾客定期沟通了解，解决顾客提出的问题。
忽视你的顾客等于拱手将顾客送给竞争对手。
服务营销的管理为了有效地利用服务营销实现企业竞争的目的，企业应针对自己固有的特点注重服务市场的细分、服务差异化、有形化、标准化等问题的研究，以制定和实施科学的服务营销战略，保证企业竞争目标的实现。
1．服务市场细分任何一种服务市场都有为数众多、分布广泛的服务需求者，由于影响人们需求的因素是多种多样的，服务需求具有明显的个性化和多样化特征。
任何一个企业，无论其能力多大，都无法全面满足不同市场服务需求，都不可能对所有的服务购买者提供有效的服务。
因此，每个企业在实施其服务营销战略时都需要把其服务市场或对象进行细分，在市场细分的基础上选定自己服务的目标市场，有针对性地开展营销组合策略，才能取得良好的营销效益。
2．服务的差异化服务差异化是服务企业面对较强的竞争对手而在服务内容、服务渠道和服务形象等方面采取有别于竞争对手而又突出自己特征，以战胜竞争对手，在服务市场立住脚跟的一种做法。
可从以下三个方面着手：①调查、了解和分清服务市场上现有的服务种类、竞争对手的劣势和自己的优势，有针对性、创造性地开发服务项目，满足目标顾客的需要。
②采取有别于他人的传递手段，迅速而有效地把企业的服务运送给服务接受者。
③注意运用象征物或特殊的符号、名称或标志来树立企业的独特形象。
3．服务的有形化服务有形化是指企业借助服务过程中的各种有形要素，把看不见摸不着的服务产品尽可能地实体化、有形化，让消费者感知到服务产品的存在、提高享用服务产品的利益过程。
服务有形化包括三个方面的内容：①服务产品有形化。
即通过服务设施等硬件技术，保证服务行业的前后一致和服务质量的始终如一；通过能显示服务的某种证据，增强消费者对服务的感知能力。
②服务环境的有形化。
服务环境是企业提供服务和消费者享受服务的具体场所和气氛，它虽不构成服务产品的核心内容，但它能给企业带来"先入为主"的效应，是服务产品存在的不可缺少的条件。
③服务提供者的“有形化”。
服务提供者是指直接与消费者接触的企业员工，其所具备的服务素质和性格、言行以及与消费者接触的方式、方法、态度等如何，会直接影响到服务营销的实现，为了保证服务营销的有效性，企业应对员工进行服务标准化的培训，让他们了解企业所提供的服务内容和要求，掌握进行服务的必备技术和技巧，以保证他们所提供的服务与企业的服务目标相一致。
4．服务的标准化由于服务产品不仅是靠服务人员，还要借助一定的技术设施和技术条件，因此这为企业服务质量管理和服务的标准化生产提供了条件，企业可以把这部分技术性的常规工作标准化，可以从以下五点来考虑：①从方便消费者出发，改进设计质量，使服务程序合理化。
②制定要求消费者遵守的内容合理、语言文明的规章制度，以诱导、规范消费者接受服务的行为，使之与企业服务生产的规范相吻合。
③改善服务设施，美化服务环境，使消费者在等待期间过得充实舒服，如设置座椅，放置书报杂志，张贴有关材料等，为消费者等待和接受服务提供良好条件。
④使用价格杠杆，明码实价地标明不同档次、不同质量的服务水平，满足不同层次的消费者的需求⑤规范服务提供者的言行举止，营造宾至如归的服务环境和气氛，使服务生产和消费能够在轻松、愉快的环境中完成。
盐城师范学院毕业论文（设计）外文资料翻译学院：黄海学院专业班级：1121学生姓名：徐美玉学号：11417320指导教师：林小兰外文出处：Christian Gronroos. From scientificmanagement to service management.International Journal of ServiceManagement,1994,5(1)5-20附件：1.外文原文； 2. 外文资料翻译译文1．外文原文Service marketing" Service marketing" is a closely through the customer, and then provides a service, achieve beneficial exchange marketing. To implement service marketing must first clear the service object. " Who is the customer". Like the drinks industry customers are divided into two levels: Distributors and consumers. For the enterprise. Should take all the distributors and consumers as God, to provide quality services.To improve customer satisfaction and customer loyalty though the service. The general characteristics of the service marketing:(1)supply and demand dispersionService marketing activities, services of supply and demand of the product with dispersion. Not only the cover of various departments and the industry to the tertiary industry, enterprise services are widely dispersed, but the need for supplier is involved in various types of enterprises, social groups.(2)a single marketingTangible products marketing distribution, agents and direct sales to a variety of marketing methods. Service marketing is due to the production and consumption of unity, decide its can take direct way, the middleman's involvement is impossible, impossible also stored for sale.(3)marketing objects are complexService market buyers is multiple, extensive, complex. Buying service consumer purchasing motivation and different purposes, A service purchasers of products may be involved in the community all the various types of family and individual identity, even to buy the same product or service for life, while others used in the production of consumption, such as information, such as communication of post and telecommunications.(4)the service consumer demand elasticityAccording to Maslow hierarchy of needs theory, people's basic material needs is a primary demand, this demand is easy to produce common people, but the people to the spiritual and cultural consumption demand is secondary to demand, the demandfor the social environment and each having the condition caused greater elasticity of demand. At the same time, the demand for services and to tangible products demand in certain organization and the total amount of spending in the mutual and diversionary, is one of the causes of formation of elasticity of demand.(5)service personnel, technology skills, high art requirementService technical, skills, skills directly related with the quality of service. Of a variety of consumer service product quality requirements is the service personnel on the technology, skills, technical requirements. Service services quality may not be the only, unified standards, but only a relatively standard and with the purchaser's sensory experience.Service marketing principles:" customer focus" nine principles1, get a new customer than to keep an existing customer to spend more. Companies to expand their markets, expand the market share of the time, tend to put more energy on the development of new customers, but the development of new customers and retain existing customers will cost more than. In addition, according to the survey data show, new customer expectations is generally higher than the old customer. This make the development of new customer success rate greatly affected.2, unless you can compensate for the loss of soon, or lose customers will lose forever. Each enterprise to their customer base that division, customers and enjoy the different customer policy. But the business must clearly recognize a little, that each customer is God to us, no matter what they are doing for the company is large or small, we should avoid customer discrimination policy.3, dissatisfied customers than satisfied customers have more " friends". Competitors may use customer dissatisfaction, gradually eroded their loyalty, and in your customer base expanding adverse effects. This is why unhappy customers than satisfied customers have more " friends".4, open communication channels, welcomed the complaints. There are complaints have to work on improving the power, the timely processing of complaints can improve the customer satisfaction customer loyalty, to avoid falling. Open communication channels, for enterprises to collect all the feedback information, facilitates the marketing work..5, the customer is not always right, but how to tell them that they are wrong will produce different results. The customer is not always right. " The customer is always right" is left to the customer, not the enterprise. Enterprises must be found and clear understanding of customer and the position of different reasons, to inform and guidethem. Of course, this requires some marketing art and technique, different methods will produce different results.6, the customer has full power of choice. No matter what industry and what products, even the monopoly, we cannot neglect the consumer choice. Market demand is the embodiment of customer demand, is the source of.7, you must listen to the views of customers to understand their needs. Customer service can not be blind, have targeted. The enterprise must listen to the views of customers, understand their needs, and on this basis for customer service, so as to achieve twice the result with half the effort, to improve customer loyalty.8, if you do not believe, how can you hope your customers would like to believe? Enterprises to customers recommend new products or requirements of customers with a cooperation, customers must stand in the perspective, place oneself in others' position to consider. If you think it is reasonable, do not try. Your force forever and customer conflict together.9, if you do not take care of your customers, then people will take care of. The market competition is fierce, competition to each other's customers are always concerned about the. The enterprise must own the customer regular communication and understanding, to solve customer problems. Ignore your customer to customer to competitors relinquished.Service marketing managementIn order to effectively use the service marketing for enterprise purposes, enterprises should according to their own inherent characteristics of service-oriented market segmentation, service differentiation, materiality is changed, standardization and so on, to formulate and implement the scientific marketing strategy, ensure to achieve the goal of enterprise competition.1,service marketing segmentationAny kind of service market, a large number of widely distributed service demand, due to the influence of demand factors are diverse, service demand has obvious personalized and diversified characteristics. Any company, regardless of its ability to much, cannot fully satisfy different market demands for service, it is not possible for all buyers to provide effective services for the service. Therefore, every enterprise in the implementation of the service marketing strategy when they need to its service market or object segmentation, based on market subdivision selected their own services to target markets, conduct targeted marketing combination strategy, in order to obtain good marketing effectiveness.2,service differentiationDifferentiated service is a service business in the face of strong competition in the service content, service channels and service image and adopt different from competitors and highlight their own characteristics, to defeat the competitor, in the service market stand the heel of a practice. From the following three aspects:①Product of service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Take different from others' transmission means, quickly and effectively to the enterprise service operation to service recipients.③Pay attention to the use of symbols or special symbols, name or logo to establish the unique image of enterprises.3,service tangibilityTangibility of service is refers to the enterprise with the aid of a variety of services in the process of material factors, the invisible service product as far as possible entity, tangible, let consumer perception to service products, improve the existing product interests enjoy the service process. Tangibility of service includes the content of three respects:①Product service tangibility. Through the service facilities such as hardware technology, assurance services consistent service quality and service through be consistent from beginning to end; can show some evidence of service to consumers, enhances the perception ability.②Service environment tangible. Service business environment is to provide services and consumers to enjoy the services of specific sites and atmosphere, although it does not constitute the core content of service product, but it can bring to the enterprise" first impressions are strongest " effect, is the indispensable conditions of service products.③Service provider "tangible". The service provider is the direct contact with the consumer enterprise staff, the service quality and character, behavior and consumer engagement means, method, attitude, will directly affect the realization of service marketing, service marketing in order to ensure the validity, enterprises staff services standardized training, let them understanding of enterprise services content and requirement, master of essential service technology and techniques, to ensure that the services they provide andenterprise service goals.4,service standardizationAs service products is not only by service personnel, but also with certain technical facilities and technical conditions, so the service for the enterprise quality management and standardization of services production provided conditions, enterprises can take the technical routine work standardization, can from the following five points to consider:①Starting from the convenience of consumers, improve design quality, make the service process rationalization.②Formulate requirements for consumers to observe the contents of reasonable, civilized language rules, to induce consumers to accept service, normative behavior, and make the enterprise service production norms coincide.③Improving the service facilities, landscaping services environment, so that consumers in the waiting period live comfortable, such as setting seat, placing the books and magazines, post material, as consumers wait and accept services provide good conditions.④The use of price leverage, clearly marked to indicate the different grades, different quality level of service, to meet different levels of consumer demand⑤Standard service provider behavior, create the guests feel at home. Service environment and atmosphere, make the service production and consumption can be in a relaxed, pleasant environment in.。