外文翻译实践下的营销再聚焦产品营销的角色转变.docx
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外文翻译实践下的营销再聚焦产品营销的角色转变.docx
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外文翻译实践下的营销再聚焦产品营销的角色转变
毕业论文(设计)外文翻译
一、外文原文
标题:
Refocusingmarketingtoreflectpractice:
Thechangingroleofmarketingforbusiness
原文:
Theevolutionofthemarketingconcept
OnecouldsaythatitallstartedwithDrucker(1954).Druckerstatedthat:
...marketingistheuniquefunctionofbusiness...itisthewholebusinessseenfromthecustomer’spointofview.Concernandresponsibilityformarketingmustpermeateallareasoftheenterprise(Drucker,1954,p.36).
Inessence,thiswasthebirthofmodernmarketing.Keith(1960)kickedofftheearlymarketingrevolutionortheactualbeliefsystemofmarketing.Hedocumentedtheproductionandproductorientation(1900-1930),thesellingorientation(1930-1950),andfinallythemarketingorientation(1950topresent).Levitt(1960)introducedthenotionofmarketingmyopia,whichcapturestheveryessenceofthepresentdaymarketingconcept.KotlerandLevy(1969)thensetaboutbroadeningthemarketingdomain,statingthatmarketingisanall-pervasiveactivity.Theysuggestedthatthewords“product”,“consumer”and“toolkit”hadtoberedefined.Kotler(1972)thenre-iteratedthebroadeningdebateandtothisdaytherearestilldebatesastowhetherornotthemarketingconceptisapplicable.
Whetheronefindspopularmarketing’sphraseologyseductive,repulsiveorjustvacuous,onecannotdenymarketing’s“outandouttriumphinthemarketplaceofideas”(Brown,1995).Marketing’sexpansivelybroadeningbeam(KotlerandLevy,1969;Hunt,1976)hascloseditsampleflesharoundpracticallyeveryideaofcommercialandorganisationallife(Hackley,2001).Inthisregard,asasuperordinateprincipleembracingallhumanexchange,marketingbecomesnolessthanauniversalisedsynonymfororganisedhumanexchange.Buthavethecountlessdefinitions/argumentsonthemarketingconceptactuallyhelpedpractitioners?
Thebroadeningdebatehasbeenwelldocumentedintheliterature–thatisnottheproblem.Thepopularsuccessoftextualmarketinginthebrave,newgullibleworldofuniversitybusinesseducation,however,contrastsquitestarklytotheindifferenceoftheworldofbusinessitself.Thatisnottosaythatitisnotuseful–it’sjustthattherelevancytopracticeneedstobequestioned.Byourownadmissionwehaveill-definedtheoreticalunderpinnings,haveborrowedmorethanwehavedeveloped,andour(academic)workseemstocompriseof“measuringtheconstructsthat...wehaven’tfoundyet”(Hackley,2001).
Another“problem”isthatthevitalityofthemarketingfielddependsonacontinualcross-disciplinaryinput,eventhoughthemorepopulisttextualversionsofmarketingmanagementneglecttoacknowledgeanyinterdisciplinarydebtintheirenthusiasmforanatheoreticaldiscourseofpractice.Thatisnottosay,however,thatweneedtoforgetaboutallthathascomebefore.Onthecontrary,itismoreimportanttosubjectapopularandpowerfuldiscoursesuchasmarketingtoasustainedandthoroughre-examination,nottoultimatelyre-inventthewholeortoprivilegeanewrhetoricasanadvanceontheold(Hackley,2001).
Bearingthisinmind,therefore,weshouldbesearchingtoalignmarketingmanagementwithacademia.Managerialmarketingrefersbroadlytotheideathatacademicmarketingthought,research,andteachingshouldbeconcernedwiththecodificationandtranslationofresearchintothebusinessvernacularofactionablemarketingmanagementprinciples.Twonewdevelopmentsorparadigmsseemtobewellsuitedforthispurpose.Theyareretro-marketingandexperientialmarketing.
Thesenewdevelopmentsrepresentnewandexcitingchallengestobothacademicsandpractitioners.Thestrengthofthesetwonewdevelopmentsisthattheyseemtowork.Assuch,theacademiccommunityhasaroletoplayindiffusingtheseconceptstoprovidemethodsthatenablepractitionersandacademicsaliketodistilfactsandvalidinferencesfromtheplethoraofinformationthatisbeginningtobuildup.
Retro-marketing
Whereasthecontemporarymarketingconceptandsocietalmarketingconceptisconcernedwiththecustomersatisfaction,customervalueandcompetition,Brown(2001)statedboldlyandclearly“tormentyourcustomers(they’llloveit)”.Thisisafundamentalshiftawayfromthetraditionaldoctrinesofthemarketingtexts.Butdoesitworkinpractice?
Theessenceofretro-marketingisfoundedintheprinciplethat:
...consumersaresickofbeingpanderedto...theyyearntobeteased,tantalised,andtorturedbymarketersandtheirwares...justlikeinthegoodolddays(Brown,2001).
Brownhasaproblemwiththenotionofcustomercentricity.Hestatedthat:
...customersdonotknowwhattheywant...theyneverhave...theyneverwill...thewretchesdon’tevenknowwhattheydon’twant...(Brown,2001).
Hisretro-marketingpaperisfullofverycleverobservations,oneswhichareeasilyobservable.Hestatesthat:
...amindlessdevotiontocustomersmeansme-tooproducts,copycatadvertisingcampaigns,andmarketplacestagnation(Brown,2001).
Furthermore,hehintsthatthemodernmarketingphilosophyisover-played:
...whateverpeoplewanttheydonotwantkowtowingfromthecompaniesthatmarkettothem.Theydonotwantustoprostrateourselvesinfrontofthemandtopromisetolovethem,tilldeathdouspart.They’dmuchratherbeteased,tantalizedandtormentedbydeliciouslyinsatiabledesire(Brown,2001).
Tothisend,Brownintroducestheconceptofretro-marketing.Althoughaformaldefinitionisstillinprogress,retro-marketingmaybeseenasarevivalorre-launchofaproductorservicefromapriorhistoricalperiod.Theprinciplesofthisparadigmaresimpleandtothepoint.Marketersgetmorebyplayinghardtogetandassuchretro-marketingrepresentstheveryantithesisofmodernmarketing(Brown,2001).Acursoryobservationofthemarketplaceprovidesexamplesthatretro-marketingisbeingconducted:
cars(VWBeetle),clothing(that1970slook)andfurnishing(theart-decolook).Brownalsostatedthatretro-marketingworksbecause:
...peoplearen’tjustsuckersforold-fashionedgoodsandservices,theyalsoyearnforthemarketingoftimesgoneby.Theyactuallymissthedayswhenatransactionwasjustatransaction(Brown,2001).
Brownbelievesthatthesuccessofretro-marketingrestsintherecognitionthattoday’sconsumersarenothingbutmarketingsavvyandthatpeopleenjoytheartofawellcraftedsalespitch.Theimplementationofretro-marketingisgovernedbyfivebasicprinciplesoftricksterism,entertainment,amplification,secrecy,andexclusivityorTEASEforshort.
Obviously,retro-marketingmarksaseriousdeparturefromthestandardCRM-influencedmarketingapproach.Itrepresentsaseriousdeparturefromthetraditionalconcepts.Andabouttimetoo!
Marketingshouldnotbeasober-sideddiscipline.Marketingshouldbefun,andretro-marketingisonemethodofputtingthefunbackintothediscipline.InBrown’sownwords:
...retro-marketingputsthemarkintomarketing,theconintoconcept,thecussintocustomers(Brown,2001).
Butisretro-marketingapplicableinthe“real”world?
Maybeitisjustaformofnostalgicmarketing.Ofcourse,retro-marketingisnotappropriateoneveryoccasion,norisitapplicabletoeveryproduct,service,ormarketsegment–butthenagain,ismodernmarketing?
Retro-marketingmayonlybesuitableforestablished,highprofile,globalbrandswithstrongbrandequity–thosethatcanaffordtotakearisk.Whetheradoptedornot,thepointisthatitisaradicalshiftfromthetraditionalteachings,andiseasilyimplemented.Itchallengesandrockstheverytheoreticalfoundationsofthemarketingdiscipline–butitisonethathasproventobesuccessful(VW,forexample).Itisawayofthinkingthatnotonlyprovidesa“wake-up”callformarketingacademics(andsomepractitioners),butinlinewiththerationaleforthisarticleprovidesnewlife-bloodtothedisciplineasweknowit.
Experientialmarketing
Schmitt(1999)isprimarilyresponsiblefortheriseofexperientialmarketing.Hestatedthat:
...traditionalmarketingandbusinessconceptsofferhardlyanyguidancetocapitaliseontheemergingexperientialeconomy(Schmitt,1999).
Experientialmarketingisessentiallyconcernedwiththesixsenses:
smell,vision,taste,hearing,touchandbalance.Experientialmarketinghasgrowninimportancebecausetraditionalmarketinghaslargelyignoredthenotionofactexperiences.Experientialmarketingisnotafad.Itisbeingimplementedinpractice,yetisnotaccountedforinthevariousphilosophies(concepts)ofmarketing.AccordingtoUSandEuropeanmarketingexperts,experientialmarketingissettoturnmostoftraditionalmarketingonitshead.AstudyconductedbyMarketingWeek(ascitedinNZ
MarketingMagazine,2003)forwardedthat71percentofseniorexecutivesintheUSandUKagreedthatthecustomerexperienceisthenextbigbattleground.Experientialmarketingwillriseinimportance(especiallyformarketersofintangibleproducts)becausemarketinginthetwenty-firstcenturyismorechallengingthaneverduetofragmentedmedia,cleverandarticulatedconsumers,andtheriseofthe“free-thinking”consumer.Experientialmarketingisaboutmorethanaone-offexperience.It’satotallynewwayofthinkingaboutmarketing.Thecruxofexperientialmarketingisthatamarketershouldnotonlybeconcernedwithcustomersatisfaction.Heorsheshouldbe(more)concernedwithmakingtheconsumeremotionallyattachedtotheproduct/service.Thus,ifwereturntothetraditionalmarketingconcept,weseethatonlycustomersatisfactionisimportant,whereasintheexperientialparadigm,emotionalattachmentiskey.Thus,marketersarefac
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- 外文 翻译 实践 营销 聚焦 产品 角色 转变