搜索
营销策略业务英文文献及翻译1IntroductionMarketingcontinuestobeamysterytothosewhocreateitandtothosewhosponsorit.Often,theadthatgeneratesrecord-breakingvolumeforaretailstoreonemonthisrepeatedthefollowingmonthandbombs.AcampaigndesignedbythebestMadisonAvenueadagencymayelicitmediocreresponse.Thesameitemsellslikehotcakesaftera30-wordclassifiedad,withabominablegrammar,appearsonpage35ofanall-advertisingshoppertossedonthefrontstoopsofhomesduringarainstorm!Themysteryeludessolutionbutdemandsattention.Thesuccessofanenterpriseanddevelopmentofenterprisesdependstoalargeextentonwhetherornottheyhaveadvanced,meettheneedsoftheenterprisemarketingstrategy.ForMarketingisthedefinition,Thewell-knownAmericanscholarPhilipsmarketingofthecoremarketingconceptofthefollowingdescription:Marketingisindividualsorgroupstocreate,provideandexchangewithothervaluableproducts,tosatisfytheirownneedsanddesiresofasocialactivitiesandmanagementprocess.Inthecoreconceptcontainsanumberofelements:needs,desiresandneeds;Productsorprovide;Valueandsatisfaction;exchangeandtransactions;andnetworking;market;Marketingandsaleswereaseriesofconcept.ThisarticleisdevotedtotheideathatyourmarketingresultscanbeimprovedthroughabetterUnderstandingofyourcustomers.Thisapproachusuallyisreferredtoasthemarketingconcept.Puttingthecustomerfirstisprobablythemostpopularphraseusedbyfirmsrangingfromgiantconglomeratestothecornerbarbershop,butthesloganzingisoftenjustlipservice.Thebusinesscontinuestooperateundertheclassicapproach--Comebuythisgreatproduct，ifyoudedicateyouractivitiesexclusivelytosolvingyourcustomer'sproblems.Thequalityofservices,andenterprisestocultivatecustomerssatisfactionandloyalty,andcancreateenterprisevalue.Anymarketingprogramhasabetterchanceofbeingproductiveifitistimed,designedandwrittentosolveaproblemforpotentialcustomersandiscarriedoutinawaythatthecustomerunderstandsandtrusts.Thepagesthatfollowwillpresentthemarketingconceptofputtingthecustomerfirst.Marketingisaverycomplexsubject;itdealswithallthestepsbetweendeterminingcustomerneedsandsupplyingthemataprofit.Inadditiontosomeintroductorymaterialonmarketing,thispublicationincludespracticalmaterialonthemarketingapproachestobudgeting,layoutdesign,andheadlinewriting,copywritingandmediaanalysis.Sothataclearunderstandingofenterprisemarketingstrategytoimprovetheoperationsofenterprises.2ThemarketingconceptMarketpositioningisidentifyingthetargetmarket,enterpriseswilladoptwhatmarketingmethods,whichprovideproductsandservicesthetargetmarketandcompetitorstoshowdistinction,therebyestablishingcorporateimageandobtainfavorablecompetitiveposition.Marketpositioningisaprocessofenterprisedifferentiationprocess,howtofindthedifferences,identifydifferencesandshowdifferences.Todaytoomanysimilarproducts,consumershowtochoose?Consumersbuywhatisthejustification?Ontheeffectivepositioningforasolution.Positioningisthefirsttoproposeintheadvertisingindustry,advertisingemphasizedintheeyesofthepublicwholeftthelocation,Andpeopleoftenpreferpreconceptions;Ifenterprisescantargetyourcustomersmindtoestablishadefiniteposition,totheconsumerareasontobuy,enterprisescanoftencompeteinanadvantageousposition.Marketingisaneconomybuiltonscience,behavioralscienceandmodernmanagementtheoryonthebasisofappliedsciences.Itenterprisemarketingactivitiesandtostudylaw,customers.−Determinewhatyouarenowdoingtosatisfythosewantsandneeds.−Prepareamarketingplanthatallowsyoutoreachouttonewcustomersortosellmoretoyourpresentcustomers.−Testtheresultstoseeifyournewstrategiesareyieldingthedesiredresults.Marketresearchmustbeusedineachofthesesixstepstohelpdefineyourbusinessforyourcustomer'sinterests,notyourown.Itistheprocessoflearningwhatcustomerswantorneedanddetermininghowtosatisfythosewantsorneeds.Itisalsousedtoconfirmwhetherthecustomerreactedtoamarketingprogramasexpected.Thebenefitsofmarketresearchinclude−Learningwhoyourcustomersareandwhattheywant.−Learninghowtoreachyourcustomersandhowfrequentlyyoushouldtrytocommunicatewiththem.−Learningwhichadvertisingappealsaremosteffectiveandwhichonesgetnoresponse.−Learningtherelativesuccessofisthat,properlydone,marketresearchisquiteexpensive,takestimeandrequiresprofessionalexpertise.Acquiringallthenecessarydatatoreducetherisktoyourventuremaycostsomuchandtakesolongthatyoumaygooutofbusiness.Theansweristofindaquickandinexpensivewayofgettingenoughdatatohelpyoumaketherightdecisionmostofthetime.Someobviouspitfallsare−Usingasamplethatdoesnotrepresentthetotalmarket.−Askingthewrongquestions.−Notlisteningtotheresponses.−Buildinginbiasesorpredispositionsthatdistortthereliabilityofinformation.−Lettingarroganceorhostilitycutoffcommunicationatsomepointinthemarketingprocess.Ifyouhavealimitedbudget,developtheskillstohearwhatyourcustomersandpotentialcustomersaretellingyou.Sometechniquesworthyofconsiderationare−Advisoryboard--Occasionallyconveneagroupoflocalpeople,whoseopinionsyourespect,toactasasoundingboardfornewideas.Chooseyourgroupwithextremecare;oneortwonegativethinkerscandistortthethoughtprocessoftheentiregroup.−Usergroup--Gathercustomerstogethertodiscussnewideas.Theiropinionsc