市场营销战略论文中英文外文翻译文献
市场营销网络营销中英文对照外文翻译文献
中英文对照外文翻译network marketingPeter KenzelmannAbstract:Today, mankind has entered the era of rapid economic development of e-commerce-based network. A full range of rapid development and wide application of computer network technology on contemporary society, but also brought great changes to the enterprise marketing management. Network Marketing the new marketing methods to adapt to the changes of the era of the development of network technology and information networks, it has changed the traditional marketing concept, marketing strategy, marketing, ways and means, will become the mainstream of the current era of corporate marketing. The face I had many problems in the SME network marketing, we should also be a clear understanding of the inevitability of its development, which requires all aspects of synergy and cooperation, to build a good network consumption environment, and promote the continued development of network marketing.Keywords: network marketing sales model of network management marketing planning SME.work Marketing TheoryNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closelyrelated to the computer network there are three types: the Internet, Extranet and Intranet.the theoretical basis for the network marketing, theoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.monly used methods of network marketing1)Search Engine Marketing2)Email marketing permission3)Online Advertising4)Web resource cooperation5)Viral marketing6) A membership-based network marketing3.The relationship between network marketing and other business marketingE-commerce, where sell goods to consumers or enterprises directly; publishing, which you sell advertising or buy the site which is based on the main directory, while the enterprise generates value by getting directory and filtering into the list of sales target There are many other models which is based on the specific needs of each person or business that launches an internet marketing campaign.4.Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises can carry out the effective marketing through the network. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods.5.The network marketing existence question of enterprises5.1. The network marketing concept problemsThe enterprise in China network marketing knowledge existing two extreme ideas: the idea that the network marketing is a hi-tech enterprise of things, with traditional industries. Or think about network marketing is online sales, and witnessednetwork store losses, clusters of phenomenon more lost network marketing power. Another idea thinks, the network provides a them with large enterprises equal competition, as long as the platform of small and medium-sized enterprises owned and big enterprises as elegant website design, provide and large enterprise the same product and service, small and medium-sized enterprise may use the Internet transcendence of large-scale enterprises, in this idea guidance, the enterprise put in a great amount of resources on Internet marketing activities, however, business management will inevitably suffer enterprise resource limit. Although small and medium-sized enterprise website can do much on the surface and large enterprise is same, but site function and service cannot keep pace with also can make network marketing is the effect to sell at a discount greatly.5.2. The transaction security exist hidden troubleNetwork marketing an entire transaction is completed, the integration of including online payment. But at present our country although be used for online payment credit card, the technical problems of security assurance and psychological acceptance of people are still real outstanding problems. Moreover enterprise database server also safe hidden trouble, hackers may steal information into the computer.5.3. The network infrastructure incompletePromotion network marketing technical barriers mainly displays in the network transmission speed and reliability, but due to the economic strength and technical reasons, the current network infrastructure is not perfect, existing regional differences, restricts the small and medium enterprise network marketing is the further development.5.4. The socialized distribution lagSmall and medium-sized enterprise logistics efficiency is low, the ability is poor, socialization, goods delivery distribution couldn't keep up with high cost, network marketing product not occupy price advantage, At the same time the customer get the goods time longer, online shopping convenience, expeditious has no way to realize.5.5. The related laws and regulations is not soundAlong with the development of small and medium-sized enterprise networkmarketing, its legal problems have appeared. For example: electric crime, etc. These problems will be on the rights and interests of consumers and business operators and cause roach on, go against the network marketing activities.5.6. The ignore the traditional marketing strategy useIn the process of network marketing, often many small and medium-sized enterprises only focus on the network, limitations and ignore the traditional marketing strategy use. Enterprise leaders more to consider how to through the network to carry on the market research, information propaganda etc, but ignore the traditional marketing method combined with Internet marketing tools, and improve overall enterprise network marketing effect methods.6.The enterprise network marketing of effective strategies6.1. To establish correct network marketing conceptSmall and medium-sized enterprise should not only realize soberly network in the information age, the importance of the role of network marketing will more and more big, implementing network marketing is the inevitable choice of small and medium-sized enterprises. At the same time to develop the network marketing activities does not mean must invest a lot of money, have professional technical personnel, erect Internet line, buying expensive server, and build a function very complete website, enterprise should according to their own characteristics and internal conditions eco-management network management path. For instance, can first use of network query and release supply-demand information participation online auction, online purchase, etc.After establishing network brand, finally established the perfect enterprise's websites, to develop the network marketing.6.2. Strengthen the network infrastructure construction and the network marketing supporting system constructionIn our country's network marketing development, the government should play the macro-control role, increase network infrastructure investment, improve current network environment; Establish online payment system, authentication system and theestablishment of digital certificates authorization center and key management center, in order to realize the online transactions, and status confirmation of online traders commercial password on monopolistic management, to provide security for network marketing, supporting with logistics industry, especially in the current single small and medium-sized enterprises may not independently problem-solving logistics and distribution of the case, the government should focus on regional establish logistics wholesale center or distribution centers, provide third party logistics services for small and medium-sized enterprise extensively network marketing to create the good external conditions.6.3. Strengthen and perfect the enterprises network marketing the relevant laws, regulations and policiesForeign government to promote the development of small and medium-sized enterprises adopted methods can clearly see complete laws and regulations system for small and medium-sized enterprises development has profound influence. For China, and perfecting relevant laws and regulations is to improve the small and medium-sized enterprise survival environment, promote the development of small and middle-sized enterprises important premise. Governments may also through the formulation for small and medium-sized enterprises implementing network marketing preferential policies to realize this aim. For example, by the government has launched the online government procurement systems, stipulate a online purchasing proportion and to the small and medium enterprise purchasing proportion to encourage small and medium-sized enterprises to develop the network marketing, The government set up small and medium-sized enterprise network marketing development special fund, to small and medium-sized enterprise network marketing project loan interest; give The financial departments to small and medium-sized enterprises to develop the network marketing provide low-interest or interest-free loans, Tax authorities to small and medium-sized enterprises to develop the network marketing activities is subject to exemption, etc.6.4. The e-marketing and the traditional marketing closelyIn the process of network marketing, network marketing of small andmedium-sized enterprises shall be the means and the traditional marketing strategy of combined, in order to obtain the best marketing effect and improve their competitive ability and make the enterprise can better than the competition to provide customers with better products and services. The network marketing strategies and general marketing strategies, the integration of the degree of combining according to company's actual situation is determined. For simple online collect information of enterprise, using the Internet marketing receiving mail consumers and competitor information, be mastered the needs of customers and other marketing strategy mainly general marketing strategy primarily. For an enterprise domain, enterprise electronic mailbox, corporate site of the enterprise, should use network marketing strategy, causes the enterprise's overall marketing best effect. The network marketing as a brand new marketing mode is to adapt the network technology development and information network in the social changes of new things. With the advent of the information age, the network marketing will become the inevitable choice of small and medium-sized enterprises.Verlag: Books on Demand, June 2007网络营销摘要：如今，人类已经步入了以电子商务为基础的网络经济迅速发展的时代。
外文文献(市场营销策略)
Marketing StrategyMarket Segmentation and Target StrategyA market consists of people or organizations with wants,money to spend，and the willingness to spend it。
However,within most markets the buyer’ needs are not identical。
Therefore，a single marketing program starts with identifying the differences that exist within a market，a process called market segmentation, and deciding which segments will be pursued ads target markets。
Marketing segmentation enables a company to make more efficient use of its marketing resources.Also，it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented，the better fit with customers' needs will actually result in greater efficiency.The three alternative strategies for selecting a target market are market aggregation，single segment，and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market。
【Selected】市场营销外文文献翻译.doc
RelationshipmarAetingandservicemarAeting:convergencepointofCultureDepartmentofvaluecreationABSTRACTUsingtherelationshipparadigmasatheoreticalframeworA,amanagementmo delforculturalservices(relationshipmarAetingofculturalorganizations)ispropose d,whatisanunprecedentedcontributioninthemarAetingfield.Bycombiningtwoco nvergentperspectives–asrelationshipmarAetingandservicesmarAeting–,themod elisstructuredonthebasisoftwolargetypesofrelationshipsinthemanagementofac ulturalorganization:instrumentalrelationshipsandgrouprelationships.Thepaperis anin-depthstudyofrelationshipsregardingperformingartsaudience.Atheoretical/ empiricalapproachwasapplied,includingfacetofaceinterviewsto1005performing artsconsumersandtelephoneinterviewstoasampleof20XXindividualsinSpain.Aeywords:CulturalmarAetingerformingartsservicesrelationshipmarAeting 1.INTRODUCTION:ThemostrecentliteratureonmarAetingmanagementisdemonstratingarevolu tionarychangeinbothformandcontent,which,undoubtedly,willresultinseveralres earchprojectsintheshorttermaimedatsheddingsomelightonthisdilemma.Traditio nalmanagementmodelsandparadigmsdonotadapttotherequirementsofnewpro ducts,astherearemoreandmoreeGceptionsandquestionsonthemodelsdevelope dsofar(LovelocAandGummesson,20XX;VargoandLush,20XX).InthiscompleGcont eGt,thispaperaimstomaAeanin-depthstudyofthefieldofculturalservicesmanage mentbyusingtwoconcurrentperspectives–relationshipmarAetingandservicesma rAeting–,inordertocontributetothedevelopmentofthenewmarAetingdomain:cul turalmarAeting(Aotler,20XX).Thisisafieldstillinitsdevelopmentphase,buthasprob ablyfound,withthesenewtrends,therightmomenttogrowanddevelopmanagementstructuresandmodelsthatmeetitsparticularrequirements.Fromtheverybeginning,contributionsmadetotheculturalsectorbythemarAet ingdisciplinehavebeenverydiverse.However,althoughtheyseemtohavecometoac onsensusinthescientificworldabouttheideathatthemanagementofculturalidentit iespresentssuchspecialcharacteristicsthatmaAeitconsiderablydifferent(Vossand Voss,20XX;Colbert,20XX;JohnsonandGarbarino,20XX;ArtsCouncilofEngland,20X X;AotlerandScheff,1997).ContributionsfromthemarAetingmanagementareastill donotsufficetoconstructaAnowledgebasethatissolidenoughtocreateatheoretica lmanagementframeworAsimilartotheoneotherdisciplineswithmoretraditioninm arAetingresearchhave.InthisconteGt,itisstatedthattherelationshipmarAetingparadigmoffersasuita bleframeworAfortheimplementationofculturalmanagementandthisresearchstu dyhasfocusedontheperformingartsservicessector,asconsideringthatitisoneofthe mostforgottensectorsbyscientificresearchersofmanagement.Furthermore,thede creasingconsumptionofthisartforminEuropegoesagainstthetrendiftaAingintoac countthattimeandmoneyinvestedinleisureactivitieshasnotstoppedgrowingwithc ountries’economicdevelopment.Inviewofthissituation,questionsasfollowingar erequired:whatisthereasonforthislossofcompetitiveadvantage?,whatisbeingdon ewrongtobelosingimpactinamarAet,which,intheory,isbecomingmoreandmorein clinedtoconsumeleisureactivities,suchastheperformingarts?,whichagentsareres ponsiblefortheresults?,whichagentsareaffectedbytheresults?,whatcanbedonetoi mprovethis?Thesequestionsarethebasisforcarryingoutthisresearchstudy.2.RELATIONSHIPMARAETING,SERVICESMARAETINGANDCULTURALMA RAETINGASTHREECONVERGENTPERSPECTIVES:RelationshipmarAetinghasbecomeoneofthemostimportantcontributionsinthedevelopmentofmodernmarAetingscience(PayneandHolt,20XX),andithasgene ratedarecognisedinterestinthefieldofscientificresearch.Whatismore,intheopinio nofnumerousauthors,ithasevenbeenseenasanewparadigm(Gummesson,1999;P ecAetal.,1999;Webster,1992;ShethandParvatiyar,20XX;AothandaramanandWilso n,20XX).WiththeconceptbyGummesson(20XX)on“relationship marAetingisinteracti onsinnetworAsof relationships”asastartingpoint,themanagementofaculturalor ganizationisunderstoodasbeingnecessarilydeterminedbyamultitudeofagentsint hemarAet,beincludedinthe organization’s planningprocess,sincethevalueofthef inalproductisgoingtodependonthemtoalargeeGtent.Theroleoftheinterestgroup sintheplanningprocessoftheorganizationsisoneoftheleastcultivatedareasofrelati onshipmarAeting(Henning-ThurauandHansen,20XX).PayneandHolt(20XX)eGpli citlyrefertothisdeficiency:“understanding long-termrelationshipswithbothcust omersandotherstaAeholdergroupshasbeenneglectedinthemainstreammarAetin gliterature;managingthe organization’s internalandeGternalrelationshipsneeds tobecomeacentralactivity;thiscentralactivityisrelationshipmarA eting”.Wearefac ed,therefore,withanewscenarioinwhichone-to-onemarAetinghasgivenwaytoma ny-to-manymarAeting(Gummesson,20XX);inotherwords,planningrelationships withindividualshasevolvedtoplanningrelationshipswithcollectives,withinteractio nnetworAs.Ontheotherhand,eitherwhencontributionsinthefieldofculturalmarAetingdo notrecordenoughstandardizationorvolumetobegroupedintrendsorschools,they doshareavalue:theimportanceofrelationshipsintheirmanagement.Contributions madeinthisareaareverydiverse,inmostcasesfocusingonrelationshipswithcustom ers(relationshipswiththeperformingartsaudience).GarbarinoandJohnson(1999)usethestageofanoff-BroadwaytheatreinNewYorAtoeGplorethetransaction/relatio nshipcontinuumproposedbyGronroos(1995)toconcludethattheperformingartsa udiencehasdifferentbehaviouralprofilesdependingontherelationshipsdevelope dwiththeorganizationor,specifically,“inaconsumerenvironmentinwhichcustome rsreceivehighlysimilarservices[...]therearesystematicdifferencesintherelationalis mofdifferentcustomergroups”.Rentschleretal.(20XX)alsoconsideredanempirica lapproachtorelationshipswiththeaudienceofperformingartsorganizationsinAust ralia:“whatartsorganizationsneedtoconsideriswhethertheeGpenseofhavinghig hsingle-ticAetsalesissustainableand,ifnot,whattodoaboutit”.3.THEPRODUCTANDRELATIONSHIPSWITH CUSTOMER’S SUGGESTIONSON AMODELFORTHERELATIONSHIPMANAGEMENTOFCULTURALSERVICES: Relationshipswiththeaudiencearethecentralcomponentintheconfigurationofthe relationshipmarAetingmanagementmodelforculturalorganizations.Thiscentralpl aceissharedwiththeculturalproduct,whosegeneralmarAetingmodelpresentsspec ialcharacteristicsthatdifferentiateitfromtheclassicstructureofmarAeting,as:1.MarAetingprocessstartsintheproducerorganization,andfromthisorigin(the culturalproduct)adecisionhastobemadeconcerningthepartofthemarAetthatmay beinterestedinconsumingit.2.Oncepotentialconsumershavebeenidentified,thecompanywilldecideonthe remainingrelationshippolicies(instrumentalandgroup,whichwewillcoverbelow).Therefore,wearefacedwithaAindofmarAetwhosemarAetingprocessshowsa “product-to-client”typestructure.Theatypicalstructuretransformstherelations hippolicywiththeculturalcustomer,asitconsidersthatthecoreoftheproductisunalt erable(Colbert,20XX).Thisstructureinvolvesthedevelopmentofawidevarietyofrelationships,whichhavetobeincludedinthevaluecreationprocessformingthemarAetingofaculturalpro duct.Theculturalofferingofacountry,aregionoradistrictisasourceofbenefitsforalar genumberofsocialsectors.Itisnotfornothingthattherecognitionofthe“need forcu lture”iswell-Anowninvirtuallyalldevelopedcountries(CounciloftheEuropeanUni on,20XX),andpublicorganizations,aswellasprivateentities,areinvolvedinsatisfyin gthisdemand.Basedonthissituation,itislogicaltoassumethateachandeveryoneoft hesecollectiveshastobeincludedinthe organization’s planninganda“win-winrel ationship”needstobeimplementedinconnectionwiththem.Performingartsorganizationswillhavetomanageamultitudeofrelationshipsto achievetheirobjectives.Theserelationshipswereformerlyclassifiedintotwolargeca tegories(Quero,20XX):a.Instrumentalrelationships:thisfirstcategorygroupsthemarAetingmiGinstru mentsandincorporatesarelationshipfocus(i.e.,product,price,distributionandcom municationrelationships).Thedifferentiationfactorcharacterizingthedesignofthesepoliciesisthattheyh avetobeplannedtaAingasareferencethecreationofvalueforcustomersandforever yoneoftheagentsinvolvedintheproductionprocessoftheculturalservices.b.Grouprelationships:thesecondofthecategoriesisrelatedtotheidentification andplanningprocessofrelationshipswithcollectivesoragentsofinterest,astheperf ormingartsaudience,educationalcentres,publicorganizations,competition,suppli ers,non-publicorganizationsandinternalrelationships.Fromthispointofview,grouprelationshipsandinstrumentalrelationshipsareun derstoodasdifferentinnature,buttheyconvergeinstrategy;inotherwords,whilstso meofthemrequiresAillsconnectedwiththemanagementofrelationshipswithcollec tives,othersrequireadifferentAindofsAills,morevisibleforthecustomerandconnectedwithdecision-maAinginspecificaspects,suchasprogrammedesigning(product ),ticAetsales(distribution),showvalue(price)orconveyingtheinformationtothemar Aet(communication).However,themanagementofbothgroupshastoconvergeinobtainedresultsatt heend.Inotherwords,thatistosaythateveryoneofthecollectiveshastohaveitseGpe ctationsmetinthesedecisions.4.CONCLUSIONS: Theaimofthisstudywastocontributetothedevelopmentandimplementationofrela tionshipmarAeting,servicesmarAetingandculturalmarAetinginaspecificarea:the performingartssector.Theprocessofselectingandplanningtherelationshipssuggestedbytherelation shipmarAetingparadigmhasenabledtodevelopatheoreticalmodelfororganizatio nsofperformingartsservices,inwhichtwotypesofrelationshipgroupsareidentified: instrumentalrelationshipsandgrouprelationships.Instrumentalrelationshipsinclu deproduct,price,distributionandcommunicationrelationshipsinthemodel,withth eparticularfeatureofthefactthattheirdesignhastobedependentontheanalysisofth eeffectstheymayhaveforeveryoneoftheinterestgroups.Withregardtogrouprelati onships,sevencollectiveshavebeenidentified:performingartsaudience,education alcentres,publicorganizations,competition,suppliers,otherorganizationsandinte rnalrelationships.Everyoneofthemiscapableofcreatingandreceivingvalueintheirr elationshipsand,therefore,theyhavetobeincludedin organizations’planningpro cess,inordertoimplementwin-winstrategies.Intheareaofrelationshipmanagementwiththeperformingartsaudience,aclass ificationoftheaudiencehasbeenproposedonthebasisofrelationshipcriteria,which hasenabledtwoimportantphasestobeidentifiedintheretentionprocesswithculturalcustomers,theattractionphaseandtheretentionphase,whoseprimaryobjectiveis tofosterrelationswiththecustomeruntilthehighestpossiblelevelofrelationshipwit htheorganizationisobtained.Theempiricalcontributionhasservedtocorroboratethetheoreticalcontributio nbyimplementingastudyonthecurrentperformingartsaudienceinSpainandthege neralpublic,whichdemonstratestheimportanceofmanagingrelationsbetweenthe culturalorganizationanditscustomersandthebenefitsofimplementinganappropri aterelationshipmarAetingstrategy.Thisresearchstudycouldbealsoconsideredasasignificantcontributiontothem arAetingdiscipline,duetoitsimportanttheoreticalimplications:1.RelationshipMarAetingisconsideredastheintegratingparadigm,capableofa daptingtotherequirementsofculturalservices,ingeneral,andtoperformingartsser vices,inparticular.2.ThemarAeting-miGparadigmisincludedintothemanagementmodel,redefi ningitsmaininstrumentsasproduct,price,distributionandcommunicationrelation ships.ItisalsoanunprecedentedcontributioninthefieldofculturalmarAeting,atleasti nSpain,offeringatheoreticalmodelfortheplanningandmanagementoforganizatio nsofferingperformingartsservices.Thisstudypavesthewayforamultitudeoffuturelinesofresearch.ForeGample,th estudyofeveryoneoftheinterestgroupsandtheirroleintheprocessofcreatingvalue, aswellasthewayinwhichinstrumentalrelationshipshavetobeimplementedemerge aspriorityactionstobeimplementedinordertobuildsomefoundationsintheareaofa rtsmarAetingthatareassolidasthoseinothersectors.关系营销和服务营销：文化部门价值创造的会聚性观点摘要关系理论架构模式，文化服务管理模式(关系营销的文化组织)，在销售领域做出了前所未有的贡献。
营销策略业务英文文献及翻译
营销策略业务英文文献及翻译1 IntroductionMarketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad t hat generates record-breaking volume for a retail store one month is repeated the following month and b ombs. A campaign designed by the best Madison Avenue ad agency may elicit mediocre response. The s ame item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery elude s 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 strateg y. For Marketing is the definition, The well-known American scholar Philips marketing of the core marke ting concept of the following description : "Marketing is individuals or groups to create, provide and exc hange with other valuable products, to satisfy their own needs and desires of a social activities and mana gement process. " In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; exchange and transactions; and networking; market; Marketing and sa les were a series of concept.This article is devoted to the idea that your marketing results can be improved through a better Understa nding 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 conglom erates 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 e xclusively to solving your customer's problems. The quality of services, and enterprises to culti vate 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 w ritten 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 th e customer first. Marketing is a very complex subject; it deals with all the steps between deter mining customer needs and supplying them at a profit. In addition to some introductory materi al on marketing, this publication includes practical material on the marketing approaches to bu dgeting, layout design, and headline writing, copywriting and media analysis. So that a clear u nderstanding 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 m ethods, which provide products and services the target market and competitors to show distincti on, thereby establishing corporate image and obtain favorable competitive position. Market posit ioning is a process of enterprise differentiation process, how to find the differences, identify di fferences 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. Positionin g 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, enterpri ses 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, customers.− Determine what you are now doing to satisfy those wants and needs.− Prepare a marketing plan that allows you to reach out to new customers or to sell more to your present customers.− Test the results to see if your new strategies are yielding the desir ed results.Market research must be used in each of these six steps to help define your business for your customer's interests, not your own. It is the process of learning what customers want or need and determining how to satisfy those wants or needs. It is also used to confirm whether the customer reacted to a marketing program as expected. The benefits of market research include− Learning who your customers are and what they want.− Learning how to reach your customers and how frequently you should try to communicate with them.− Learning which advertising appeals are most effective and which ones get no response.− Learning the relative success of is that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk to your venture may cost so much and take so long that you may go out of business. The answer is to find a quick and inexpensive way of getting enough data to help you make the right decision most of the time. Some obvious pitfalls are− Using a sample that does not represent the total market.− Asking the wrong questions.− Not listening to the responses.− Building in biases or predispositions that distort the reliability of information.− Letting arrogance or hostility cut off communi cation at some point in the marketing process.If you have a limited budget, develop the skills to hear what your customers and potential customers are telling you. Some techniques worthy of consideration are− Advisory board -- Occasionally convene a group of local people, whose opinions you respect, to act as a sounding board for new ideas. Choose your group with extreme care; one or two negative thinkerscan distort the thought process of the entire group.− User group -- Gather customers together to discuss new ideas. Their opinions can help you keep your business on track. Pick a neutral setting where the people will talk. Be sure to reward the participants and share the credit for good ideas.− Informal survey -- If you seek feedback from customers by simply asking how was everything? You can be seriously misled. Most people, even those with legitimate complaints, are reluctant to speak out because they are afraid of appearing foolish.对于企业的创造者和提案者而言营销策略是一个谜。
房地产营销策略中英文对照外文翻译文献
房地产营销策略中英文对照外文翻译文献原文：Innovation Model of the Real Estate Marketing StrategyAbstract:With the rapid development of the real estate industry, real estate market is constant maturity, real estate marketing continues to move to a higher level, and real estate marketing innovation has become a key factor of the survival and sustainable development of enterprises. Through analyzing the development and the limitations of the traditional marketing theory, this paper proposes marketing strategy innovation from the customer satisfaction, differentiation, experience marketing, integrated marketing, relationship marketing, network marketing, and several other aspects. At last the paper builds innovation model of the real estate marketing strategy.Key words: the real estate, marketing strategy, traditional marketing, innovation model.1. INTRODUCTIONAt present the salient features of the real estate market can be summarized as two words: high and fast. On the one hand, the real estate market vacancy rate is high. As of the end of March 2006, area of vacant commodity housing reached 1.23 billion square meter, up 23.8%,if the average 4,000 yuan per square meter to calculate, its total assets is approximately 5000 billion yuan. The current vacancy rate of China's real estate market is far more than the international police line10%,reaches 20% even 30%.On the other hand, we have seen rapid increases in house prices. By the end of March 2006, the survey jointly issued by National Development and Reform Commission and the National Bureau of Statistics showed that, in February 2006,70 medium-sized cities nationwide housing sales price of a new year-on-year rise 6.2%, national housing prices maintained a steady growth, 70 medium-sized cities housing sales price rose over the same period last year 5.5%. The major reasons are: helped purchase investment, structural imbalance, and a serious lack of marketing concepts.2.TRADITIONAL REAL ESTATE MARKETING STRATEGY AND ITSDRAWBACKSThe peak of traditional marketing theory is founded in the United States in 1960 of the Michigan State University 4P theory, marketing is the effective combinations of four basic elements, that is, Product, Price, Place, Promotion. The theory assumes that as long as an enterprise have high-quality products, the development of a reasonable price, using the appropriate distribution channels and suitable promotional measures, corporate expected marketing objectives can be successfully achieved. The theory of "enterprise-centric" implemented the marketing from the inside out.Product as the core marketing strategy is the product as a source of competitive advantage, product development, product market share as the driving force of corporate profits, products asset-oriented, configure a variety of marketing resources, to achieve the most excellent product portfolio in limited resources, to enable enterprises to achieve maximum profit in order to obtain the sustainable development of enterprises. Its main drawbacks are: it is no guarantee that the product itself will certainly be able to meet the market demand, concerned about the process of product marketing, the indicators products of less than expected for the future, and Product portfolio management to make business performance evaluation results of one-sidedness (Bai 2006).In the face of harsh market conditions, real estate companies began to rethink their marketing, and gradually accepted theory 4C. 4C is the desire and needs of consumers (Consumer), the cost of consumer access satisfaction (Cost), the convenience of consumers to buy (Convenience), business and consumers effective communication (Communication). The real importance of 4C theory lies in the behavioral responses of consumers, through the two-way communication of businesses and consumers, the establishment of stable long-term relationship, to establish the competitive advantage of enterprises and brand in the market. 4C theory suggests that, in the marketing mix, product, pricing, marketing channels and other variables are likely to be imitated by competitors to or surpass, but only the value of corporate brand is hard to replace, and that is closely related to the degree of consumer recognition , so enterprises must fully arrange marketing mix strategy for the consumer's point. This theory emphased on consumer demand-oriented, full account of the cost of consumers willing to pay, care for the convenience of consumers, and communicate to consumers, so as to promote the combination between long-term interests of the community and the economic interests ofbusinesses.In 20th century 90’s, the United States, Schulz put forward 4R theory, that is Related, Reflect, Relation, Reward, set forth the new marketing elements, including the establishment of linkages with customers, improving market reaction speed, attention to relationship marketing and marketing returns. This theory is oriented to competition, to focus on relationship marketing, to maintain the long-term cooperative relations between business and clients.Under the new situation, real estate sales face new challenges, and marketing strategy innovation is imperative. When consumers’ choose to living no longer stays in the emotional consumer, when the market demand shifts from emphasis on experience living life to the pursuit of high-quality conversion, real estate is on the access to “quality of the winning” time. This requires the implementation of total quality marketing in the whole process of real estate development and operation. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, real estate businesses will invest time and energy to build to enable target customers find valuable “quality.”Commodities as a result of real estate properties and real estate companies in China based on different levels, the situation is different, marketing and business marketing are still in development, so at least one time, 4Ps, 4Cs, 4Rs will be used in different companies. 4Ps of marketing theory is a basic framework for marketing though thinking in standing enterprises terms. 4Cs marketing theory thinks standing in terms of customers, but they do not focus on the overall operation from the business perspective, but there is no focus from the core purpose of marketing to analyze the problem, 4Ps and 4Cs marketing are static description to key elements of the marketing process, not a dynamic process from the marketing core purpose. 4Rs is the result of two integrated refining, to meet the core of marketing, and is a dynamic process. But 4Rs is not as a substitute for 4Ps, 4Cs, but is innovation and development based on the 4Ps, 4Cs, so we can not be separated into three or even against. Only in this way enterprises can be in fierce competition in the real estate market.3. INNOV ATIVE MARKETING STRATEGY3.1 Differences in the Quality of PositioningThrough the survey analysis of the state of objective customers demand and expectations of the quality, the quality positioning of product is determined. On thequality of positioning, enterprises should not only focus on of the functional quality of products, but also the applicability of the quality of the product. In the increasingly prominent consumer personality today, enterprises must start from these two aspects of products innovation and personalized products in order to gain advantages in products. On the one hand, with the economic and technological developments, customer demand changes, customer puts forward new requirements for products, and enterprises must provide continuously innovative products for the customers to adapt to such changes. On the other hand, higher-level customers are no longer satisfied with mass produced products, they can reflect the personality of the more popular products. As a result of technology development, product personalization and production economies of scale are no longer mutually antagonistic contradictions. Enterprises can maintain a certain economy of scale, at the same time, to provide customers with individual products to meet their different needs, so that every customer can be satisfied with the feelings.3.2 Customer SatisfactionAs an enhancing tool to enterprise competitiveness, customer relationship management (CRM) has given rise to great concern to the real estate industry, and in some well-known real estate company has been applied.“Satisfactory” is a psychological term and refers to a person's positive state of mind. This state is due to that some outside stimulus make some sort of demand or expectations be met and the “desired” (that is, in line with the intention), in order to feel some kind of “Fiat” (that is, psychological pleasure). The premise of satisfied is this kind of outside stimulus, including the stimulation of physical, mental and a combination of both. Therefore, the master of marketing Philip Kotler defined customer satisfaction as: customer satisfaction refers to a person forms the formation of feeling state after comparing a product of the effect of perceived (or results) to his expectations, is the differences function between effect perceived and expectations. The features as followed: subjectivity, instability, the multilevel nature.Customer satisfaction can benefit to the enterprise through ongoing repeat purchase, recommendation of new clients. This is one of the reasons for many businesses to pursuit customer satisfaction. For real estate development enterprises, the significance of customer satisfaction is also reflected in these two areas. As shown in Figure 1, customer satisfaction from the purchase to satisfaction, from satisfaction to loyalty, and finally spread to their own friends and family, this process will resultin high profit to real estate development companies. In order to increase customer satisfaction, enterprises should first collect information on customer needs, expectations and habits. These sources of information include: market analysis; through surveys to customers, meetings with customers as well as the concerns of specific customer groups and understand the customer's needs and the customer satisfaction information; not satisfied information from customers services failure report or customers complaining. Secondly, this information should be based on the development of real estate products; it can make use of QFD (Quality Function Deployment) to achieve. Third, we should come up with a solution according to complain and customers services failed report to improve the products and services (Yang 2006).3.3 Network MarketingThe 21st century is the century of network marketing. Real estate network marketing refers to a kind of marketing that enterprises make use of computer systems, networks online and interaction digital media to market research, product marketing and other business activities, so as to more effectively individuals and organizations contributed to the realization of transactions in order to achieve the objectives of corporate marketing (Xu 2007). With the advent of the age of electronic commerce, network marketing as a brand-new modern marketing idea will become real estate an irresistible trend.Network marketing has changed the traditional marketing of information “push” mode, and provides a “Pull” approach, consumers on the network can have a lot of initiative, you can decide when browsing, to which pages to visit, browse the contents of the information. In addition, if consumers are interested in real estate ads on the internet, you can click the relevant content, detail more information, real estate enterprises take advantage of this new type of marketing can get the following benefits: (1) Save the cost of marketing activities, (2) Consumers can participate in interactive marketing activities, (3)Use of multimedia functions to introduce a comprehensive real estate projects, (4) Network Marketing breakthroughs of the geographical boundaries of real estate marketing, (5) Provide 24-hour non-stop marketing services (Liu 2008).3.4 Integrated Marketing20th century 90’s, the United States, Professor D•E Schulz,who put forward Integrated Marketing, the basic idea can be summed up in two aspects: on the onehand, advertising, promotion, design, packaging and all communication activities are attributable to advertising campaigns within the framework; On the other hand so that the spread of a unified corporate advisory conveyed to consumers (Liu 2007). Its purpose is to use various means of communication to maximum effectiveness on different stages of marketing, and to establish long-term and maintain the relationship between businesses and consumers ultimately. For the implementation of the integrated marketing project, what consumers see and hear and what feel are exactly the same, the benefits of the project will be numerous different ways to communicate to consumers, consumer can be given a strong shock, so much repeated the same stimulation that the project has strengthened the impression the consumer, that will help increase consumer awareness of the project.Integrated marketing of real estate is formed based on the highly specialized division in the marketing aspect. It is under the guidance of the reunification marketing goal, a broad range of integrated marketing dynamic combination of systematic factors, the coordination of the various factors to adapt to the external marketing environment, for the different marketing tools at every stage of project development to play the best , unified, focused on the role, and ultimately establish a corporate image or brand groups, the overall strength and consistency, and to establisha long-term, two-way, to maintain the relationship.4. INNOV ATIVE MODEL OF REAL ESTATE MARKETING STRATEGY4.1 The Connotation of Innovative Model of Real Estate Marketing StrategyWith the development of the real estate industry, the customer has become a leader in the real estate market, real estate companies should shift customer perspective, customer satisfaction is the goal of marketing strategy. As a result of diversification of customer demand, the implementation of the difference between products and service is embodied the essence to achieve this goal. And integrated marketing and network marketing are means to achieve specific goals.Real estate marketing is full of innovation (Sui 2006). The so-called the whole real estate marketing refers to developers in the basis of full understanding and analysis of market demand, make the use of its available range of external and internal resources to optimize the combination, the conceptual design of the project and product positioning, planning and design, marketing plan promoting, property management and many other parts to this plan and co-ordinate the implementation and cost-effective process to make good.4.2 The Application of Innovative Model of Real Estate Marketing StrategyThe new situation setting new challenges to real estate sales, marketing strategy innovation is imperative. When consumers choose to live no longer staying in the emotional consumer, when the market demand shift from emphasis on living life experience to the pursuit of high-quality conversion, real estate access to "quality of the winning" Time. This requires the implementation of total quality marketing in the whole process of development and operation of real estate. From planning to design, from material selection to construction, from recruitment to the service system building, brick by brick, plant by plant, and real estate businesses are willing to invest time and energy to build to enable target customers find valuable “quality”.Total quality marketing is based on customer needs as the guide, focus on improving the quality of products and services, through the whole process of marketing efforts to improve product quality, by driving quality performance to achieve the objectives of customer satisfaction, which is a new marketing idea.The implementation of the comprehensive quality marketing require marketers to pay attention to not only the quality of the whole process of marketing, to implement the quality management of the whole process of marketing (that is, marketing a comprehensive quality management); but also pay attention to the quality of their products, to participate in developing and controlling product quality standards, so that the quality of products can meet consumer demands. On the one hand, through the external marketing of quality control, we can improve customer perceptions of product quality, thereby enhancing customer satisfaction with the product; On the other hand, through internal marketing, we can promote the improvement of product quality.5. CONCLUSIONSAll in all, the starting point of the real estate marketing should be people-oriented and the integrity of the operation, which is an objective requirement of demand-oriented economy. Fundamentally speaking, no one marketing strategy is superior to another channel, therefore real estate developers in the marketing process should not rigidly adhere to a sales channel, but should be in accordance with their respective actual conditions, according to different market situation, consumers and policy, using a variety of marketing mix, giving full play to all kinds of marketing tactics advantages.Real estate marketing is a system, the key lies in its marketing resources in everylink of the restructuring process, which requires marketing innovation in the project to do every step of the operation of quantitative, technical and standardization. Real estate marketing includes not only location, environment, room, price, brand, which also covers the design, packaging, and promoting the entire process. Only the professional marketing system by combining the local market characteristics and characteristics of the project itself and is the most effective marketing innovation. Therefore, we should do: (1) Profound insight into the market, (2) Market research innovation, (3) Qualitative and quantitative decision-making combination, (4) Specialized and systematic planning and the promotion of sales planning, (5) Effective implementation and control of sales.译文:房地产营销策略的创新模式摘要：随着房地产行业的快速发展，房地产市场的不断成熟，房地产市场继续移动到一个更高的水平，房地产营销创新已成为企业生存和可持续发展的关键因素。
关于营销策略的外文文献
关于营销策略的外文文献Marketing StrategyA marketing strategy is a plan of action designed to promote and sell a product or service. It involves identifying the target market, understanding customer needs and wants, and developing a unique value proposition that sets the product or service apart from competitors.One key aspect of a marketing strategy is market segmentation. This involves dividing the target market into distinct groups based on demographic, geographic, psychographic, and behavioral characteristics. By understanding the different needs and preferences of these segments, a company can tailor its marketing efforts to effectively reach and appeal to each group.Another important element of a marketing strategy is positioning. This refers to how a company wants its product or service to be perceived in the minds of consumers relative to competitors. By differentiating the product or service through unique features, benefits, or pricing, a company can create a favorable position in the market and attract target customers.The marketing mix is another component of a marketing strategy. This refers to the combination of product, price, place, and promotion that a company uses to market its product or service. The product refers to the actual offering, including its features, design, quality, and branding. The price relates to the pricing strategy and how much customers are willing to pay for the product. The place refers to the distribution channels used todeliver the product to customers, while promotion encompasses the various marketing communications tools used to create awareness and generate sales.A successful marketing strategy also involves setting clear objectives and metrics to measure the effectiveness of marketing efforts. This may include goals such as increasing market share, expanding into new markets, or improving customer satisfaction. By regularly evaluating and adjusting the marketing strategy based on these metrics, a company can ensure that its marketing efforts are aligned with its overall business objectives.In today's digital age, technology plays a crucial role in shaping marketing strategies. Companies can leverage social media, search engine optimization, and data analytics to better understand customer behavior and preferences. Additionally, personalized marketing strategies can be developed based on the data collected from customer interactions, allowing companies to deliver targeted messages and offers to individual customers.In conclusion, a marketing strategy is a comprehensive plan that encompasses market segmentation, positioning, the marketing mix, and the measurement of outcomes. By carefully crafting and executing a marketing strategy, companies can effectively reach and engage their target market, differentiate themselves from competitors, and ultimately achieve their business objectives.。
大数据与市场营销策略外文翻译中英文2019-2020
大数据与市场营销策略外文翻译中英文2019-2020外文文献翻译原文及译文（节选重点翻译）标题：大数据与市场营销策略外文翻译中英文2019-2020文献出处：Jihad Saidali, Hassane Rahich, Yassine T abaa, Abdellatif Medouri.[J]Procedia Manufacturing, Volume 32, 2019, Pages 1017-1023译文字数：3600 多字英文The combination between Big Data and Marketing Strategies to gain valuable Business Insights for better Production Success Jihad Saidali，Hassane Rahich，Yassine Tabaa，Abdellatif MedouriAbstractOur target is to discover a solution, which is offered by Big Data Analytics (BDA), to resolve the lack of production success. Thus, this article introduces the difference between Big Data Analytics and Classical Marketing Analytics (CMA). It also suggests a theoretical study to offer better marketing strategies to promote the production. This theoretical study combines Big Data Analytics and Classical analytics, to obtain more valuable insights to improve production success, making a business decision in real time by thoroughly checking these analytics –BDA and CMA- and choosing the high scale of complexity and customization of this combination. In addition, it demonstrates that there is knowledge of prediction, which tests the effect of Marketing Behavior on production development. Moreover, it articulates the joint effects of marketing behavior and Marketing Turbulence on production improvement by identifyingcustomer’s needs and interests, and gaining early decisions.Keywords: Big Data Analytics, Marketing, Classical Data Analytics,Production Success, Decision-Making, The knowledge of Prediction IntroductionAfter several researches, we have discovered that marketing is still suffering from a great deal of complications, including the lack of success intern of the new product.The classical means are not up to the level of solving these problems due to the fact that they are not able to keep pace with the speed of knowledge and the flow of information in real time.Today, the Big Data Analytics is used in different domains as the data are presented in too large quantities to be thoroughly comprehended by human mind, “Big data is a term that describes large volumes of high velocity, complex and variable data that require advanced techniques and technologies to enable the capture, storage, distribution, management, and analysis of the information.” [1]. Therefore, Big Data Analytics is considered to be an ideal method to help marketing decision-makers get better insights to improve the production success.This article presents the difference between Big Data and Classical Analytics, followed by a section that introduces the theoretical study to determine suitable production strategies. This study offers us the types of combinations between both analytics, which is derived from the use of Big Data, with a great focus on higher combination’s degree “pioneer strategy”. Proceeded by the knowledge of prediction to understand customer’s needs to predict a better d ecision in order to improve the production, then we observe the joint effects of marketing behavior and Marketing Turbulence to identifyingcustomer’s demands and get early decision, that have influences on production development.We conclude with a discussion about this theoretical study that orients us to gain a useful strategy towards the production success, by collecting data, combining analytics –BDA and CMA- and making a better decision in real time.2 Classical Analytics and BDAThe Classical Data Analytics is remarkably limited and narrowed to solve the versatile problems that the marketing is facing today. So the Classical Marketing Analytics is incapable of solving marketing complications in order to acquire better insights to gain the production success, unlike Big Data, which is unstructured and complex. It also describes data sets that are so large. It is also used to describe the massive volume of digital data.Both of Big Data Analytics and business intelligence are used to facilitate marketing decision-making. To gain more valuable insights, the information and accurate analyze could be acquired in real time.Nowadays, the combination between information technology and marketing has significant contribution in improving the production development. Therefore, the classical marketing analytics promotes thefunction of marketing for more valuable insight. Meanwhile, Big Data could be involved in the process of understanding the customers needs to enhance marketing decision making for gaining a high quality product by the quantity, rapidity of information spread and anticipating risks before they occur.3 Theoretical StudyIn term of Classical Analytics, Business Analytics estimatesthe risk and predicts Product Success. Because of real-time data, the Classical Marketing Analytics can promote decision making of business to develop the production [4]. While, Classical Marketing Analytics focuses on improving the factors of production success (customer behavior and the product evolution), The use of Big Data Analytics is needful to follow the plethora of information the and analyze large data in real time [6].In spite of that, the production evolution in markets stills complex and in need of large data quantities to discern customers' requests and marketing‘s forthcoming [7]. Hence, Big Data Analytics has the possibility to arrive at business decision making for successful production. Furthermore, the development of marketing strategies in real time needs to collect the knowledge of either analytics -CMA and BDA- to determine suitable production strategies by identifying their costumer reaction/ sentiment, besides their competitors’ capabilities.Moreover, The knowledge of prediction suggests that firms pursueaccumu lating and predicting the customers’ demands, while complexity governs the process [8]. The knowledge of prediction (KP) depends on data, capabilities, and firm performance. The data lead to capabilities, and capabilities influence firm performance [9]. Production success is considered as both capability and dimension of firm performance. Thus, it is difficult to divide between capabilities and performance and to discern differences between them. The firm’s capabilities are influenced by the marketing behavior. Therefore, it has a great relation between knowledge of prediction and production successStudies have shown that the Marketing Turbulence also influences on production success. Since market turbulence has innovated faster and more effectively, it is reasonable to expect some Marketing Turbulence effects on production success. There is a significant support for market turbulence–production success relationship [10]. Additionally, Marketing Behavior can be targeting to each customer’s needs and interest s, and helps us gain the business decision, so the marketing behavior also directly influences the production development.3.1 The combination between Classical Marketing Analytics and Big Data AnalyticsResearches have shown that there is a knowledge fusion that fuses between fields. This knowledge combines the Big Data Analytics and Classical Marketing Analytics to gain valuable information in real time tofacilitate marketing decision-making process. In addition to understanding the consumer lifecycle, it also may help to quote the ideal customer-reaction strategy [8]. This knowledge allows us to deeply apprehend the relationship among Big Data Analytics, Classical Marketing Analytics and production success. The aim of this combination is enabling firms predict the production success, building upon respective experience marketing [5].Big Data has the ability to provide insights into customer's social behavior [11], contrary to Classical Analytics questionnaires. So this combination uses a comparison strategy to analyze behavioral data, and it has been structured by a great diversity of Big Data sources because it is rich of behavioral information. The combination uses the analytics to predicts different behaviors, also it provides quick classification methodsfor several customer predictions which the customers request.Studies have shown that there is a taxonomy that combines between Big Data Analytics and Classical Marketing Analytics with a degree of complexity and Knowledge of Prediction, and it might be divided into four strategies. This taxonomy helps firms choose the strategy that is suitable for them.The perfectionist and Explorer strategies rely on either Big Data Analytics or Classical Marketing Analytics [5]. Thus, the firms that choose either of these strategies attain an average degree of knowledge。
毕业论文外文文献翻译-零售企业的营销策略
零售企业的营销策略Philip Kotlor今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。
过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。
可是，现在这一切都已变得面目全非了。
现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。
全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。
结果是零售商店的面貌越来越相似。
在服务项目上的分工差异在逐渐缩小。
许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。
顾客变成了精明的采购员，对价格更加敏感。
他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。
由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。
百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。
历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。
其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。
超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。
现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。
一、目标市场零售商最重要的决策时确定目标市场。
当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。
如沃尔玛的目标市场相当明确：1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。
这是一家庞大的的仓库是商店，旨在以最低的价格向小城镇的美国人销售各种商品，从服饰到零件以及小型用具等。
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市场营销战略论文中英文外文翻译文献XXXConsumer r studies how individuals。
groups。
and ns choose。
acquire。
use。
dispose of products。
services。
experiences。
and ideas to satisfy their needs and the XXX。
consumer r research has focused on pre-purchase and post-XXX。
XXX view and can help us examine the indirect effects of consumer n-making and the XXX。
companies must offer more value to their target customers than their competitors。
Customer value is the balance of XXX.1.Marketing StrategiesFor each selected target market。
XXX a target market is whether the company can provide higher consumer value compared to XXX strategies。
XXX markets.1.1 ProductA product XXX of their needs。
not the specific material characteristics.1.2 nXXX includes advertising。
personal selling。
public ns。
packaging。
XXX.1.3 PricingPrice is the amount of money consumers must pay to acquire and use a product。
Consumers can either own a product or only have the right to use it.1.4 nXXX can buy products when they need them。
and it iscrucial to the success or failure of a company's ns。
In most cases。
consumers are not willing to go to great lengths to obtain a specificbrand。
Clearly。
effective channel ns should be based on knowledge of where consumers buy.2.Market AnalysisMarket analysis requires a comprehensive and in-depth understanding of a company's own capabilities。
the current and potential strengths of competitors。
the n process of potential consumers。
and the economic。
material。
and XXX.2.1 ConsumersWithout understanding consumers。
it is impossible to predict their needs and desires。
or XXX need now is a complex process。
but it can XXX direct marketing research.2.2 CompanyEvery company must have a XXX consumer needs。
To do so。
it is XXX of the company。
such as financial n。
generalmanagement skills。
research and development capabilities。
technical equipment。
n。
marketing skills。
etc。
Marketing skills include new product development。
n capabilities。
service capabilities。
marketing research capabilities。
market and consumer knowledge。
etc.2.3 CompetitorsXXX。
it is also XXX needs.2.4 宏观环境因素宏观环境因素包括经济状况、自然环境、政府管制和技术发展，它们对消费者的需求和预期产生影响，同时也影响公司自身和竞争对手的势力消长。
自然环境的恶化不仅促进了消费者对环境友好产品的需求，还引发了更多的政府管制措施，这些管制措施反过来又影响了产品的设计和制造。
2.5 市场细分市场细分是指将一个市场分成更多的部分，其中这些部分的需求与市场其他部分的需求存在显著差别。
由于每个细分市场都有其独立的需求，因此针对这些需求开发的整体产品能够更好地满足消费者的需求，企业可以采用无差异策略服务于多个细分市场。
3.消费者行为的性质3.1 外部影响消费者行为受到许多因素的影响，将这些因素分类可能带有一定的主观性或武断性。
例如，我们将研究视为一种内部影响，但实际上人类的研究很大程度上与模仿他人以及与他人相互作用有关。
因此，研究也可以视为一种群体互动过程。
3.2 内部影响内部影响始于知觉，即个体接触刺激物并赋予其某种含义的过程。
态度是对某人或某种食物的好恶倾向，它包括情感、认知和行为等多种因素。
态度在很大程度上受到各种内外部影响因素的支配。
3.3 自我概念和生活方式自我概念是个体关于自身的所有想法和情感的综合体，生活方式则是个体的生活方式。
后者涉及个体所使用的产品、如何使用这些产品以及对这些产品的评价和感受。
生活方式是自我概念的折射，它也是个体过去决策和未来计划的总结。
3.4 消费者决策过程消费者决策源于消费者意识到或感觉到某个问题的存在以及有解决这个问题的机会。
消费者问题通常发生在特定的情境下，情境的性质将影响其中的行为。
4.消费的意义所有营销战略和战术都建立在某些消费者行为信念的基础上，这些信念建立在确定的假设和坚实的理论与研究基础上，相比于单纯的直觉型决策，这种决策具有更多的成功可能性。
深入了解消费者对于确立竞争优势十分关键，因为它有助于减少一些决策性失误。
The study of consumer XXX individuals。
groups。
or ns useto select。
obtain。
use。
and dispose of products。
services。
experiences。
or XXX。
XXX than the purchaser and seller。
XXX.XXX marketplace。
XXX more value than their competitors。
Customer value is the difference een all the benefits derived from a total product and all the XXX into account the needs and preferences of the target audience。
as well as the XXX influence it。
ns XXX.XXX markets。
a XXX on which channels to use。
how to manage inventory。
and how to XXX.1.1 The ProductAccording to the n。
XXX are not just purchasing physical product attributes。
but rather the n of their needs.1.2 nsXXX itself and its products。
including advertising。
salesforce。
public ns。
and packaging.1.3 PricePrice is the amount of money a customer must pay to obtain the right to use a product。
This can include purchasing ownership or XXX.1.4 nXXX markets。
It XXX。
inventory management。
XXX.The success of a company depends on XXX。
This includes having a clear understanding of the company's strengths and weaknesses。
as well as its unique XXX factors。
a company can XXX its target market.2.3 CompetitorsXXX market。
it is essential to have a XXX weaknesses。
as well as their XXX。
a company can n itself to effectively differentiate its products and services XXX.2.4 EnvironmentThe economic。
physical。
XXX factors。
a company can XXX。
XXX up-to-date XXX industry trends。
XXX.In summary。
market analysis is a critical component of any XXX understanding the target market。
the company's own capabilities。
competitors。
and the broader business environment。
a company can XXX.of the EnvironmentXXX。