市场营销外文翻译.docx

1、附 录外文文献原文1.Introduction Marketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad that generates record-breaking volume for a retail store one month is repeated the following month and bombs. A campaign designed by the best Madison Avenue ad agency may eli

2、cit mediocre response. The same 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 eludes solution but demands attention. The success of an enterprise an

3、d development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strategy. For Marketing is the definition, The well-known American scholar Philips marketing of the core marketing concept of the following description : Marketing

4、is individuals or groups to create, provide and exchange with other valuable products, to satisfy their own needs and desires of a social activities and management process. In the core concept contains a number of elements: needs, desires and needs; Products or provide; Value and satisfaction; excha

5、nge and transactions; and networking; market; Marketing and sales were a series of concept. This article is devoted to the idea that your marketing results can be improved through a better Understanding of your customers. This approach usually is referred to as the marketing concept. Putting the cus

6、tomer first is probably the most popular phrase used by firms ranging from giant conglomerates 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 exclusiv

7、ely to solving your customers problems. The quality of services, and enterprises to cultivate 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 written to solve a problem for potential custom

8、ers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting the customer first. Marketing is a very complex subject; it deals with all the steps between determining customer needs and supplying them at a profit. In add

9、ition to some introductory material on marketing, this publication includes practical material on the marketing approaches to budgeting, layout design, and headline writing, copywriting and media analysis. So that a clear understanding of enterprise marketing strategy to improve the operations of en

10、terprises. 2.The marketing concept Market positioning is identifying the target market, enterprises will adopt what marketing methods, which provide products and services the target market and competitors to show distinction, thereby establishing corporate image and obtain favorable competitive posi

11、tion. Market positioning is a process of enterprise differentiation process, how to find the differences, identify differences 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

12、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, enterprises can ofte

13、n 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,with full, comprehensive, practical features. As a modern enterprise businesses Marke

14、ting system introduced in the market economy under the conditions of the enterprises should have a sense of the market, business sense, Marketing strategies and methods. With Chinas economy growing prosperity, the market competition is becoming increasingly fierce; enterprises need Modern Marketing

15、Theory as the guide. In the initial stage, a number of enterprises have marketing only as a help to product sales growth strategy and means If so far, many Chinese enterprises remain with the Department of Marketing with sales of two and one; When people realize that to meet the needs of the custome

16、r-oriented marketing concept should become an enterprise operating philosophy, and the enterprises overall business activities have an impact, there will be a marketing position inappropriately increase the tendency For many people believe that marketing should be the decision-making levels of guidi

17、ng ideology, rather than the level of implementation work. Marketing of the enterprise understanding of the position is not correct, will be marketing in the enterprise application will be affected. Marketing work is to open up markets, capture the market and expand the market work, enterprise devel

18、opment, and production activities should open up the market for services, a market that is the basis of the final services in the market. Marketing work is based on enterprise customers as the starting point for the reproduction process, and ensures the customer as the focus of the process of reprod

19、uction.That customer demand-oriented, according to the actual needs of customers developing marketable products, and targeted marketing of the market, and its sales to meet the needs of customers. With enterprises to become the main players in the market, corporate marketing work more salient positi

20、on, business leaders must attach great importance to it. Unfortunately, there is still a misunderstanding about the word marketing. Many people, including top executives, use it as a sophisticated term for selling. Marketing representative is commonly used in ads to recruit salespeople. Actually, ma

21、rketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact it will have on the customer. Here are some specific ways in which the marketing approach differs from the classic, or sales, approach to managing a business. In the classic appr

22、oach, engineers who develop the product and finally to engineers who produce it. Thus, the sales approach only ends with the customer, while the marketing approach begins and ends with the customer. The second major difference between the sales and marketing approaches is the focus of management. Th

23、e sales approach almost always focuses on volume while the marketing approach focuses on profit. In short, under the classic (sales) approach the customer exists for the business, while under the marketing approach the business exists for the customer. The marketing concept is a management plan that

24、 views all marketing components as part of a total system that requires effective planning, organization, leadership and control. It is based on the importance of customers to a firm, and states。 - All company policies and activities should be aimed at satisfying customer needs. 3.The marketing plan

25、 The marketing plan is a problem-solving document. Skilled problem solvers recognize that a big problem is usually the combination of several smaller problems. The best approach is to solve each of the smaller problems first, thereby dividing the big problem into manageable pieces. Your marketing pl

26、an should take the same approach. It should be a guide on which to base decisions and should ensure that everyone in your organization is working together to achieve the same goals. A good marketing plan can prevent your organization from reacting to problems in a piecemeal manner and even help in a

27、nticipating problems. Before your marketing plan can be developed, research must give you the basic guidelines: for whom you are designing your product or service (market segmentation), and exactly what that product or service should mean to those in the marketplace (market positioning). Below are s

28、ome guidelines to help you develop a marketing plan to support the strategy you have selected for your organization. This is the study of the distribution, density and vital statistics of a population, and includes such characteristics as - Sex. - Age. - Education. - Geographic location. - Home owne

29、rship versus rental. - Marital status. - Size of family unit. - Total income of family unit. - Ethnic or religious background. - Job classification - blue collar versus salaried or professional. Psychographics This is the study of how the human characteristics of consumers may have a bearing on thei

30、r response to products, packaging, advertising and public relations efforts. Behavior may be measured as it involves an interplay among these broad sets of variables: - Predisposition - What is there about a persons past culture, heredity or upbringing that may influence his or her ability to consid

31、er purchasing one new product or service versus another? - Influences - What are the roles of social forces such as education, peer pressure or group acceptance in dictating a persons consumption patterns? - Product Attributes - What the product is or can be made to represent in the minds of consume

32、rs has a significant bearing on whether certain segments will accept the concept. These attributes may be suggested by the marketer or perceived by the customer. Life-Style Statements consumers make about themselves through conspicuous consumption can be put to good use by research people who read t

33、he signals correctly. By studying behavioral variables, such as a persons use of time, services and products, researchers can identify some common factors that can predict future behavior. 4.Market research To use the marketing concept effectively in a growing business, you should Analyze your firms

34、 competitive advantage. What do you do best? Identify specific markets you now serve. Determine the wants and needs of your present 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 toy

35、our present customers. Test the results to see if your new strategies are yielding the desired results. Market research must be used in each of these six steps to help define your business for your customers interests, not your own. It is the process of learning what customers want or need and deter

36、mining 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 t

37、o communicate with them. Learning which advertising appeals are most effective and which ones get no response. Learning the relative success of that, properly done, market research is quite expensive, takes time and requires professional expertise. Acquiring all the necessary data to reduce the risk

38、 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

39、 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 communication at some point in the marketing process. If you have a limited budget, develop the skills to hear what your cus

40、tomers 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 thinkers can disto

41、rt 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

42、 - 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. 外文文献翻译1.简介 对于企业的创造者和提案者而言，营销策略是一个迷。它能够使企业起死回生，也能够使企业从天堂掉进地狱。一个企业能否成功和发

43、展，在很大程度上取决于企业是否拥有先进的，符合企业发展需要的营销策略。美国著名的营销学者菲利浦对市场营销的核心概念进行了如下的描述：“市场营销是个人或群体通过创造，提供并同他人交换有价值的产品，以满足各自的需要和欲望的一种社会活动和管理过程”。在这个核心概念中包含了几个方面的内容：需要，欲望和需求；产品或提供物；价值和满意；交换和交易；关系和网络；市场；营销和营销者等一系列的概念。 这篇文章的撰写，是专门让客户了解到企业的营销成功是可以通过更好地理解顾客的需求的方法来获取市场的。而使企业的营销策略得到改善这种办法通常被人们称为营销理念。 把顾客放在首位，恐怕是当今企业最受用的字眼。无论是从巨人

44、集团还是到理发店，纷纷提出为顾客服务的口号。这些口号的提出往往只是口惠而已。企业的经营典型模式也是这样的“来买这个伟大的产品，我们创造成本，奇妙的服务我们提供。” 所谓的赠品当然只是我们一词。换句话说，大部分的商业活动，包括广告，都致力于解决公司的营销问题。不过，如果企业能把所有的经济活动都是完全为了解决客户问题的话，企业就更加容易得到成功。因为优质的服务，有利于企业培养顾客群的满意度和忠诚度，并可以创造企业的价值。 任何营销计划，在良好的契机上能成为使企业得到成功的方法，以下的内容将目前的营销观念的设计和解决潜在客户问题的进行方式，从而使企业清楚认识营销策略，改善企业的经营运作。2.营销观念

45、 营销学是一门建立在经济科学、行为科学和现代管理理论基础上的应用学科。它以企业营销活动过程及其规律性为研究对象，具有全程性、综合性、实践性的特点。作为现代工商企业的“生意经”，市场营销学系统地介绍在市场经济条件下企业应当具备的市场观念、经营意识、营销策略与方法。随着我国经济的日益繁荣，市场竞争的日趋激烈，企业急需现代市场营销理论的指导。 在最初阶段，很多企业都把市场营销仅作为一种有助于产品销售增长的策略和手段，如至今为止，中国的很多企业仍然是将营销部同销售部合二而一的；当人们认识到以顾客需要的满足为导向的市场营销观念应当成为企业的一种经营哲学，而对企业的整体经营活动产生影响时，又出现了将市场营

46、销的地位不恰当地提高的倾向，如有不少人认为，市场营销应当是企业决策层次的指导思想，而不是执行层次的工作。对市场营销在企业中地位认识的不正确，必须会对市场营销在企业中的运用带来影响。 市场营销工作是属于开辟市场、占领市场和扩大市场的工作，企业的开发和生产活动都要为市场的开拓工作服务，即以市场为依据，最终服务于市场。市场营销工作是以顾客作为企业再生产过程的起点，又以顾客作为再生产过程的重点。即以顾客的需求为导向，按顾客的实际需要开发适销对路的产品，并有的放矢地推销到市场，实现销售，满足顾客的需要。随着企业成为市场主体，企业市场营销工作的地位日益突出，企业领导者必须高度重视。 可惜的是，对于许多人而

47、言，包括高层的管理人员，对营销存在了一个严重的误解。管理者只是利用营销理论作为一种先进的销售策略，把营销代表当作常用的广告招聘推销员。其实，营销是属于一种企业管理理论，用营销的知识来充分了解客户和企业之间的关系，从而影响每一个关键的商业决定。 以下有一些具体的办法，是用经典的营销方式和传统的销售办法来管理业务的不同做出比较，从而得出营销不等于销售。 （1）所谓的营销方式，就是指工程师和设计师创造了一种产品，这是当时给销售人士用于找客户以及推销的产品。在营销方式上，第一步是要确定哪些客户需要或想要什么，理解到客户的需求。然后销售人员把该信息反馈给设计师上，从而让工程师和设计师了解到客户对产品的要

48、求，不断改进产品的性能。然而，传统的销售方式只是销售人员与客户接触的开始与结束的这一个过程。 （2）第二个主要差别的销售和营销方法的侧重点。营销方法的重点是管理。销售方式的重点几乎都是集中在商品的利润。总之，在古典的销售方式，客户的存在是为了生意，而在营销方式而言，客户的存在是为了加强企业的管理。 营销观念是一个管理计划，把所有营销元件作为一个整体系统，要求有效的规划，组织领导和控制。它是基于对客户坚定的支持。所有公司的政策和活动都应以满足顾客的需求为主。有利可图的销售量是公司一种较好的目标，比如最高销售量等。 （3）营销计划是就像一个解决问题的方法。要做到熟练解题，就必须把一个大问题分成几个较小的问题，然后每一个小问题中开始解决：第一，从而把大问题变成一个可管理的问题。企业的营销计划应采取同样的态度，它应是一个引导，在此基础上决定，并应确保员工在企业的组织工作达到相同的目标。一个良好的促销计划，可以防止企业的组织在一些零碎的方式的反应问题上洞悉先机。 要使企业的营销计划得到进一步的发展，必须为营销计划制定一个具科学性的基本方针。首先，企业要明确对象设计产品或服务，也就是说如何进行市场分割。而要提供怎样的产品或服务，则是指如何进行市场定位。以下列举的一些准则，有利于企业制定营销计划，进行市场分割和定位。 用人口统计