国际贸易市场营销类课题外文翻译市场定位策略.docx
- 文档编号:11878290
- 上传时间:2023-04-08
- 格式:DOCX
- 页数:13
- 大小:29.90KB
国际贸易市场营销类课题外文翻译市场定位策略.docx
《国际贸易市场营销类课题外文翻译市场定位策略.docx》由会员分享,可在线阅读,更多相关《国际贸易市场营销类课题外文翻译市场定位策略.docx(13页珍藏版)》请在冰豆网上搜索。
国际贸易市场营销类课题外文翻译市场定位策略
PositioninginPractice
StrategicRoleofMarketing
Forlargefirmsthathavetwoormorestrategicbusinessunits(SBUs),therearegenerallythreelevelsofstrategy:
corporate-levelstrategy,strategic-business-unit-level(orbusiness-level)strategy,andmarketingstrategy. Acorporatestrategyprovidesdirectiononthecompany'smission,thekindsofbusinessesitshouldbein,anditsgrowthpolicies. Abusiness-levelstrategyaddressesthewayastrategicbusinessunitwillcompetewithinitsindustry. Finally,amarketingstrategyprovidesaplanforpursuingthecompany'sobjectiveswithinaspecificmarketsegment. Notethatthehigherlevelofstrategyprovidesboththeobjectivesandguidelinesforthelowerlevelofstrategy.
Atcorporatelevel,managementmustcoordinatetheactivitiesofmultiplestrategicbusinessunits. Thusthedecisionsabouttheorganization'sscopeandappropriateresourcedeployments/allocationacrossitsvariousdivisionsorbusinessesaretheprimaryfocusofcorporatestrategy.Attemptstodevelopandmaintaindistinctivecompetenciestendtofocusongeneratingsuperiorfinancial,capital,andhumanresources;designingeffectiveorganizationalstructuresandprocesses;andseekingsynergyamongthefirm'svariousbusinesses.
Atbusiness-levelstrategy,managersfocusonhowtheSBUwillcompetewithinitsindustry. Amajorissueaddressedinbusinessstrategyishowtoachieveandsustainacompetitiveadvantage. Synergyfortheunitissoughtacrossproduct-marketsandacrossfunctionaldepartmentwithintheunit.
Theprimarypurposeofamarketingstrategyistoeffectivelyallocateandcoordinatemarketingresourcesandactivitiestoaccomplishthefirm'sobjectiveswithinaspecificproduct-market. Thedecisionsaboutthescopeofamarketingstrategyinvolvespecifyingthetargetmarketsegment(s)topursueandthebreadthoftheproductlinetooffered. Atthislevelofstrategy,firmsseekcompetitiveadvantageandsynergythroughawell-integratedprogramofmarketingmixelementstailoredtotheneedsandwantsofcustomersinthetargetsegment(s).
StrategicRoleofPositioning
Basedontheabovediscussion,itisclearthatmarketingstrategyconsistsoftwoparts:
targetmarketstrategyandmarketingmixstrategy. Targetmarketstrategyconsistsofthreeprocesses:
marketsegmentation,targeting(ortargetmarketselection),andpositioning. Marketingmixstrategyreferstotheprocessofcreatingauniqueblendofproduct,distribution,promotion,andpricingstrategies(thefourPs)designedtosatisfyingtheneedsandwantsofcustomers. Targetmarketstrategyandmarketingmixstrategyarecloselylinkedandhaveastronginterdependence.Thepositionofaproductidentifiedfromthetargetmarketstrategyservesasaguidelineforformulatingmarketingmixstrategy.
Marketsegmentationistheprocessbywhichamarketisdividedintodistinctcustomersubsetsofpeoplewithsimilarneedsandcharacteristicsthatleadthemtorespondinsimilarwaystoaparticularproductofferingsandstrategicmarketingprograms.Targetingortargetmarketselectionistheprocessofselectingasegmentorsegmentstoservebyevaluatingtherelativeattractivenessofeachsegment,thebenefitsought,andthefirm'srelativebusinessstrengths.Finally,positioningistheprocessofdesigningproductofferingsanddevelopingstrategicmarketingprogramswhichcollectivelycreateanenduringcompetitiveadvantageinthetargetmarket.
Theconceptoftargetmarketstrategyespeciallypositioningiswell-knownandwidelyacceptedbymostmarketingpractitionersespeciallyconsumergoodsmanagersasusefulAtheoreticalconceptsinformulatingmarketingmixstrategy.Inpractice,however,marketerstendtobypassformalpositioningandgodirectlytoformulatemarketingmixstrategy.Thismaybeduetothefactthatthesemanagersdonotknowhowtoobtainperceptualmaps,whicharemapsthatshowthepositionsofproductsonasetofprimarycustomerneeds.
Theobjectiveofthispaperistodemonstrateapracticalwayformarketingpractitionerstoobtainperceptualmapsforpositioningandmarketingmixstrategyformulation.Specifically,perceptualmappinganditsrelationtopositioningarefirstdiscussed. Thisisfollowedbydiscussionofstatisticaltechniquesthatcanbeusedtocreateperceptualmaps. Finally,aexampleofpositioningprocessbyfactoranalysisisdemonstrated.
PerceptualMapping:
IdentificationofStrategic
Benefits
Positioningistheperceivedfitbetweenaparticularproductandtheneedsofthetargetmarket,andthuspositioningconceptmustbedefinedrelativetothecustomer’sneedsandcompetitiveofferings. Itisoneofthemostimportantstrategicconceptsbecauseitisconcernedwithdifferentiation. Positioningreflectthecarefuleffortsofmarketingfirmstoportraythebenefitstheyoffercustomersandtodifferentiatethemselvesfromcompetition. Positioningiscriticalforaproduct=ssuccess. Notonlymusttheproductdeliverthebenefitsthecustomerneeds,butitmustdosobetterthancompetition.
Effectivepositioningrequiresassessingthepositionsoccupiedbycompetingproducts,determiningtheimportantdimensionsunderlyingthesepositions,andchoosingapositioninthemarketwheretheorganization’smarketingeffortswillhavethegreatestimpact. Anessentialtoolforstrategicbenefitpositioningisperceptualmaps.
CustomerNeedsandPerceptualMapping:
MethodandProcedures
Perceptualmapsrepresentthepositionsofproductsonasetofprimarycustomerneeds.Perceptualmapsvisuallysummarizedthedimensionsthatcustomersusetoperceiveandjudgeproductsandidentifyhowcompetitiveproductsareplacedonthosedimensions.Inpractice,marketersneedtoknowthenumberofdimensions,thenamesofthosedimensions,whatmoredetailedcustomerneedsmakeupthedimensions,wherecompetitionispositioned,andwheretheidealpositionforanewproductorforrepositioningis.
Asetofusefulconsumerbehaviormodelhasbeendevelopedtohandleconsumerattitudestowardvariousbrandsinamarketplace.HauserandUrban(1977),inanew-productsetting,describetheprocessingofproductattributesascompressionintosmallernumberofaggregatedimensionscalledAevaluationcriteria.Thecentralideaisthatthebrandsinamarketcanberepresentedasasetofpointsinamultidimensionalspace.Theaxesofthisspacerepresenttheperceivedattributesthatcharacterizethestimuli.Twomainanalyticalapproachesmostfrequentlyusedtoderiveevaluationcriteriaandbuildperceptualmapsaredecompositionalmethods,basedonmultidimensionalscaling,andcompositionalmethods,basedonfactoranalysis(LilienandKotler1983).Eachoftheseproceduresisdiscussedinthefollowingsection.
MultidimensionalScaling(MDS)
Multidimensionalscaling(MDS)isasetofproceduresinwhichareducedspaceofproductalternativesreflectsperceivedsimilaritiesanddissimilaritiesbetweenproductsbytheinter-productdistances.
mensionalscalingtocreateperceptualmaps:
1.Havecustomersevaluateexistingproductsaccordingtotheirrelativesimilarityandformanaverageproximitymatrixwhoseentriesrepresentthesimilaritiesordissimilaritiesamongtheproductsforeachgroupofcustomersyouwishtoanalyze.
2.Usemultidimensionalscalingtoproduceamapin2,3,...dimensions.
3.Basedonmanagerialjudgments,limitationsowingtothenumberofstimuli,andaplotofAstressselecttheappropriatenumberofdimensions.
4.Namethedimensionsbasedontherelativepositionofthestimulioraregressionofthemapcoordinatesonattributeratings.
Multidimensionalscalingisapowerfultechnique,butitmustbeusedwithcaution.Severalissuesneedtobeconsidered.Thefirstissueisconcernedwiththenumberofstimuli(i.e.,products)needed.Klabir(1969)showsthatatleasteightproductsareneededtocreateagoodtwo-dimensionalmap.GreenandWind(1973)suggestthatthenumberofdimensionsshouldbelessthanone-thirdofthenumberofproducts.Thesecondissueisconcernedwiththenamingofthedimensions.Theanalystgenerallynamesthedimensionsbyusingknowledgeoftheproductcategorytoexplainbesttheproducts=positions.Thisprocedureisarbitraryandinvolvesahighdegreeofcreativity.Thefinalissueisconcernedwiththenumberofdimensions.Thereislittletheorytoguidetheselectionofthenumberofdimensions.However,thestressmeasureobtainedfromMDScanbeplottedagainstthenumberofdimensionstodeterminewhenmarginalchangesinstressarebecomingsmall.
Widelyused,user-friendlystatisticalpackagessuchasSASandSPSScontaintheprogramsformultidimensionalscaling.Forexample,inSPSS,onecanobtainamultidimensionalscalinganalysisfromthestatisticsmenubychoosingscaleandthenmultidimensionalscaling.
FactorAnalysis
Factoranalysiswasoriginallydevelopedinconnectionwitheffortstoidentifythemajorfactorsmakinguphumanintelligence.Educationalandpsychologicalresearchersdidnotbelievethateverytestinaneducationalbatterymeasuredadifferentfacetofintelligence.Infact,testscoresforcertainpairsoftestswerehighlyintercorrelated,indicatingthatamorebasicmentalabilityunderliestestperformance.Factoranalysiswasdevelopedtoexplaintheseintercorrelationsinthetestresultsofafewbasicintelligencefactors,subsequentlyidentifiedasverbalability,quantitativeability,andspatialability.Sincethattime,factoranalysishasbeenappliedtomanyotherproblemsandisafrequentlyusedtechniqueinperformingproduct-evaluationanalysesinmarketing.
Thebasicfactor-analysismodelassumesthatoriginalperceptualratingsab
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 国际贸易 市场营销 课题 外文 翻译 市场 定位 策略