市场营销策略中英文对照外文翻译文献文档格式.docx
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市场营销策略中英文对照外文翻译文献文档格式.docx
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Amarketconsistsofpeopleororganizationswithwants,moneytospend,andthewillingnesstospendit.However,withinmostmarketsthebuyer'
needsarenotidentical.Therefore,asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets.
Marketingsegmentationenablesacompanytomakemoreefficientuseofitsmarketingresources.Also,itallowsasmallcompanytocompeteeffectivelybyconcentratingononeortwosegments.Theapparentdrawbackofmarketsegmentationis that it will result in higher production and marketing costs than aone-product,mass-marketstrategy.However,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers'
needswillactuallyresultingreaterefficiency.
Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,single segment,and multiple segment.Market-aggregation strategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedmarket.Withasingle-segmentstrategy,acompanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment.
PositioningtheProduct
Management'
sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct'
srevenues.Thusmanagementneedstoengageinpositioning,whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductsandtothefirm'
sotherproducts.
Marketing executives can choose from a variety of positioningstrategies.Sometimestheydecidetousemorethanoneforaparticularproduct.Hereareseveralmajorpositioningstrategies:
1.PositioninginRelationtoacompetitor
Forsomeproducts,thebestpositionisdirectlyagainstthecompetition.Thisstrategyisespeciallysuitableforafirmthatalreadyhasasoliddifferentialadvantageoristryingtosolidifysuchanadvantage.Tofendoffrivalmarkersofmicroprocessors,IntelCorp.launchedacampaigntoconvincebuyersthatitsproductissuperiortocompetitors.Thecompanyevenpaidcomputermakerstoincludetheslogan,"
IntelInside"
intheirads.Asthemarketleader,Coca-Colaintroducesnewproductsandexecutesitsmarketingstrategies.Atthesametime,itkeepsaneyeonPepsi-Cola,beingsuretomatchanyclever,effectivemarketingmovesmadebyitsprimarycompetitor.
2.PositioninginRelationtoaProductClassorAttribute
Sometimesacompany'
spositioningstrategyentailsassociatingitsproductwith(ordistancingitfrom)aproductclassorattributes.Somecompaniestrytoplacetheirproductsinadesirableclass,suchas"
MadeintheUSA."
Inthewordsofoneconsultant,"
Thereisastrongemotionalappealwhenyousay,'
MadeintheUSA'
"
.Thusasmallsportswearmanufacturer,BostonPreparatoryCo.isusingthispositioningstrategytoseekanedgeoverlargecompetitorssuchasCalvinKleinandTommyHilfiger,whichdon'
tproducealloftheirproductsintheU.S..
3.PositioningbyPriceandQuality
Certainproducerandretailersareknownfortheirhigh-qualityproductsandhighprices.Intheretailingfield,SakeFifthAvenueandNeimanMarcusarepositionedatoneendoftheprice-qualitycontinuum.DiscountstoressuchasTargetandKmartareattheother.We'
renotsaying,however,thatdiscountersignorequality;
rather,theystresslowprices.Penney'
stired—andforthemostpartsucceededin—repositioningitsstoresontheprice-qualitycontinuumbyupgradingapparellinesandstressingdesignernames.
Thewordbrandsiscomprehensive;
itencompassesothernarrowerterms.Abrandisanameand/ormarkintendedtoidentifytheproductofonesellerorgroupofsellersanddifferentiatetheproductfromcompetingproducts.
Abrandnameconsistsofwords,letters,and/ornumbersthatcanbevocalized.Abrandmarkisthepartofthebrandthatappearsintheformofasymbol,design,ordistinctivecolororlettering.Abrandmarkisrecognizedbuysightbucannotbeexpressedwhenapersonpronouncesthebrandname.Crest,Coors,andriderforRalph
Lauren'
sPoloBrand.Green Giant(canned andfrozenvegetable products)andArm&
Hammer(bakingsoda)arebothbrandnamesandbrandmarks.
Atrademarkisabrandthathasbeenadoptedbyasellerandgivenlegalprotection.Atrademarkincludesnotjustthebrandmark,asmanypeoplebelieve,butalsothebrandname.TheLanhamActof1946permitsfirmstoregistertrademarkswiththefederalgovernmenttoprotectthemfromuseormisusebyothercompanies.TheTrademarkLawRevisionAct,whichtookeffectin1989,istendedtostrengthenthetheregistrations
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