文献出处: Metaxas D. The research of 4Ps and 4Cs marketing strategy in Wal-mart [J]. Journal of Applied Sciences, 2016, 12(5): 705-715.
原文
The research of 4Ps and 4Cs marketing strategy in Wal-mart
Metaxas D.
Abstract
Retail trade is an important part of a national economy. Its development trend reflects a country's economy as a whole. Specifically, retailing is a barometer of a country and region economic operation condition, whether the coordinated development of national economy, social and economic structure is reasonable, in the first place in the field of circulation, especially in the consumer goods market. Every change and progress in retailing, has brought about the improvement of people's life quality, and even triggered a new way of life. Modern retailing is the combination of high investment and high-tech industry, under the new situation of the retailers use the most advanced computer and various communication technologies responding quickly to changes in consumer demand.
Keywords: Wal-mart; 4Ps; 4Cs; Marketing strategy; Retail
1 Literature review
Marketing (Marketing), also known as Marketing, Marketing or Marketing, hereinafter referred to as "Marketing", refers to the individual or collective through creating, offering, and exchanging products and value with others, in order to get what they need and want a social and management process. This definition focuses on the marketing value orientation, contains the core concept of mainly: needs, desires, and needs; Products; Value, cost and satisfaction; Exchange, trading and relationship; The market; Marketing and marketers. The origins of marketing from the late 19th century early 20th century the development of American industry, at that time, has not occurred against the background of modern marketing theory, but the idea of marketing is becoming more and more taken seriously by people.
Until the 1960 s, American scholar Jerome McCarthy (e. J. Mc Carthy) in its "Marketing foundation" (Basic Marketing) book, put forward the classical theory of 4ps, namely Product (Product), the Price (Price), channel (Place), Promotion (Promotion) Marketing mix theory. With the progress of the society, the evolution of the marketing idea began to constantly sublimation, to
the late 1970 s and early 80 s, western scholars and enterprise management personnel to the enterprise marketing mode of development and evolution of a more in-depth analysis of the traditional 4ps marketing theory, made some changes and added in the Process of develop, according to the change of external marketing Environment and scholars have a different effect on the basis of the traditional 4ps added on the basis of 3 p, namely personnel (People), Process (Process) and the Physical Environment (Physical Environment) and the original 4ps theory formed new 7ps theory. American marketing master Philip kotler in the harvard business review in 1986 (3 ~ 4 months) published "on big marketing", its main idea of this paper think that for the enterprise market marketing, rights and public relations of these two factors along with the increasingly fierce competition is also very important, and puts forward the 6ps theory.
, followed by kotler is further put forward the strategic marketing concept, thus development puts forward 10ps, 11ps model, makes the marketing theory has formed a comprehensive and huge marketing management system. Although scholars have its 4ps to 6ps, 7ps, even 11ps, however, is still at its core thought is 4ps, and theory in corporate profits as a starting point, and didn't mention due to consumer demand.
American marketing expert professor Robert slaughter friends in advertising age in 1990 published "retire 4 p, 4 c appearance", this paper puts forward the corresponding to the 4ps to 4cs mode, 4cs theory stresses that enterprise should meet the needs of customers first, at the same time as much as possible to reduce the purchase cost of customers, take care of the customers to buy more fully in the process of ease, should also be effective two-way communication with customers in the end.4cs is the Customer (Customer), Cost (Cost), Convenience (convenient) and Communication (Communication).4cs theory compared with 4ps theory more meet the needs of the development of society, but 4ps still is the enterprise to carry out marketing activities can not lack of four basic foothold, is also the starting point of modern marketing theory. After entering The 21st century, such as amazon, Netflix online business model has achieved great success, in order to describe The business and economic pattern, Chris Anderson (2004) in its own wired magazine published "The Long Tail" (Tail), defined The "Long Tail" refers to those who would otherwise not be taken seriously and sales are small but The variety of product or service, and make The total cumulative produced huge qualitative change, The total revenue more than The mainstream products.
2 The company profile
Wal-mart Stores co., LTD. (a Wal - Mart Stores, Inc.) (NYSE: WMT) is an American multinational chain, is also the world's most private employers, employees more than 2 million people worldwide to join the big family of wal-mart. Walton family have wal-mart, 48% of the company's shares for wal-mart's largest holdings, is also the founder of the wal-mart. Company headquartered in Arkansas, the population of only 25000 people in the town in Bentonville, now the town has become the retailers, contractors, and the salesman will go places. Wal-mart first by Sam Walton in Arkansas in 1962 established a parity supermarket, at that time, the store is just a normal husband and wife, but after decades of development, now the company has more than 8500 stores in 15 countries spread around, ranks the first on the retail industry has been, if it only can be calculated by revenue, the company often fai performance won the top three. Wal-mart's main business form a wal-mart shopping plaza, Sam's club, wal-mart stores, wal-mart neighborhood market and other four types of stores each has its different functions.
3 4Ps marketing strategy analysis
3.1 Product strategy analysis
Refers to provide products to the market to attract people's attention, to obtain, edible or consumption, to meet the need of some kind of desire or anything. As a retail enterprise, can bring something of value to the enterprise almost all concentrated in the sales of products, the products will be sold at enterprise satisfied price, is to determine whether the enterprise profit or conform to the enterprise strategic decisive standard. Therefore, the properties of the products are the foundation of the retail enterprise to survive.
3.2 Pricing strategy analysis
In the marketing mix, price is the only factor to generate revenue; other factors can only appear as cost. Price is also the most flexible of the marketing mix factor, consumer sensitivity for the change in price is higher than other factors. So the retail industry in the most competitive price and the price competition is the number one problem. Wal-mart's market positioning is "everyday low price", so the goods must be low enough in wal-mart, wal-mart, in order to and subject to change at any time along with the change of the market prices of the goods, if wal-mart employees find that competitors in the same commodity price is lower than wal-mart, employees have the right to change the price, in order to avoid this shop commodity price competition at a
disadvantage. In order to be able to effectively lower commodity prices, the company vigorously promoting employee life thrift, and using the advanced management concept and the computer system, to reduce the cost of production.
3.3 Channel strategy
Retail industry belongs to a kind of dili industry, retail enterprise entity retail locations around the environment affects the survival of the enterprise, so to speak so storefront location problem of retail enterprises is one of the key factors of competition it can attract consumers. Because the customer flow and high rent this contradiction relations exist between general, so retailers must fully understand their own advantages and disadvantages, then choose the best for their own development.
3.4 Sales promotion strategy analysis
Promotion (Promotion) refers to the seller with potential buyers or other personnel in the channel to communicate information, intended to influence the attitudes and behavior of others. Personnel promotion (personal shot) involves direct communication between sellers and potential customers, its advantage is that can get instant feedback and make proper adjustment, but also has the disadvantage of expensive. In the retail industry, personnel perform as long as the promotion of the guide by personnel and department manager to complete, therefore, staff training is very important. Make up a large proportion of the public promotion is the advertising, promotion although also can produce a lot of positive effect, but the company enterprise is difficult to grasp its results, therefore, general enterprise can adopt the form of advertising to promote their own products.
4 Analysis of 4Cs marketing strategy
4.1Analysis of customer strategy
Retail business is a variety of customer requirements, must carefully analyze customer needs, can be targeted marketing activities, seize customers, improve customer loyalty to the company, to achieve wal-mart retail business marketing goals.
4.2 Analysis of cost strategy
Here refers to is not just the cost of the production cost of enterprise products, also covers the customer willing to pay to buy goods sold for the enterprise cost, outstanding strategy means that the cost of enterprise ideal for goods pricing, the product price is lower than the customer's
psychological price, and can make enterprise to obtain the expected profit. In addition, in the process of purchase, the purchase cost of customers not just monetary expenditures for the customer, include the amount of time in the process of shopping, strength, energy, and buy the risk.
4.3 Analysis of convenient strategy
Customers at the time of purchase of goods or services, in addition to pay monetary cost, also need to pay the time, energy, physical strength, learning cost, that is to say, when customers want to obtain goods or services, to get the goods or services between the actual distance, the distance, which may be time, might also be the distance, also may be thought of.
4.4 Analysis of communication strategy
Under the traditional 4ps marketing theory, the enterprise sales promotion behavior is the enterprise of the single direction for the center to the customer for sales and persuasion, devoid of the customer's subjective initiative, is a kind of low efficiency and low efficiency of the marketing strategy.4cs is that between customers and enterprises should establish a multi-channel bidirectional communication channels, as seamless as possible for positive and effective communication with customers, the establishment of the maximum possible new business/customer relationship based on common interests. In order to retain the loyalty of customers, the company also for some goods after-sale protection services, have detailed records for each commodity, to prevent any mistakes after unable to contact the customer.
译文
沃尔玛4Ps和4Cs营销策略研究
Metaxas D
摘要
零售业是一个国家经济的重要组成部分，其发展趋势反映了一个国家的总体经济走向。具体来说，零售业是反映一个国家和地区经济运行状况的晴雨表，国民经济是否协调发展，社会与经济结构是否合理，首先在流通领域，特别是在消费品市场上表现出来。零售业的每一次变革和进步，都带来了人们生活质量的提高，甚至引发了一种新的生活方式。现代零售业是高投资与高科技相结合的产业，新形势下的零售商运用最先进的计算机和各种通信技术对变化中的消费需求迅速做出反应。
关键词：沃尔玛；4Ps；4Cs; 营销策略；零售业
1 相关文献综述
市场营销（Marketing）又称为市场学、市场行销或行销学，简称“营销”，指个人或集体通过创造，提供出售，并同别人交换产品和价值，以获取其所需所欲之物的一种社会和管理过程。这一定义主要强调了营销的价值导向，包含的核心概念主要是：需要、欲望和需求；产品；价值、成本和满意；交换、交易和关系；市场；营销和营销者。市场营销的起源来自于19 世纪末20 世纪初的美国工业的发展，当时没有出现现代营销的理论，但是营销的观念越来越被人重视了。
直到20 世纪60 年代，美国学者杰罗姆·麦卡锡（E. J.McCarthy）在其《营销基础》（Basic Marketing）一书中提出了古典的4Ps 理论，即产品(Product)、价格(Price),渠道(Place),促销(Promotion)营销组合理论。随着社会的进步，营销理念也开始不断的进化升华，到20 世纪70年代末、80 年代初，西方的学者和企业管理层人员对企业营销模式的发展和演变进行了更加深入地分析，对传统的4Ps 营销理论进行了一些改动和补充，在制定过程中，学者们根据外部营销环境的变化而产生不同的效应的基础上给传统的4Ps 基础上又增加了3P，即人员（People）、过程（Process）和物质环境（Physical Environment）和原先的4Ps 理论组成了新的7Ps 理论。美国营销大师菲利普·科特勒于1986 年在《哈佛商业评论》（3~4 月号）上发表了《论大市场营销》一文，其文中的主要中心思想认为对于企业市场营销来说，权利和公共关系这两个因素随着竞争越来越激烈显得也至关重要了，从而提出了6Ps 理论。
紧随其后，科特勒又进一步提出战略性的营销概念，从而发展提出了10Ps，11Ps 模式，使得营销学说形成了一个全面而且庞大的营销管理系统。虽然学者们把4Ps 扩充到6Ps、7Ps，甚至是11Ps，但是，其核心思想却仍然是4Ps，并且理论是以企业利润为出发点，而没有把消费者的需求提到应有的位置。
美国营销专家罗伯特·劳特朋教授于1990 年在《广告时代》发表了“4P 退休，4C 登场”一文，文中提出了与4Ps 一一相对应的4Cs 模式，4Cs 理论强调企业应该把满足顾客的需求摆在第一位，同时尽可能地降低顾客的购买成本，充分照顾到顾客购买过程中的便捷性，最后还应该与顾客进行有效双向沟通。4Cs 是英文Customer（顾客)、Cost(成本)、Convenience（便利)和Communication（沟通）。4Cs 理论比较于4Ps 理论更加的符合社会发展的需要，但是4Ps 仍然是企业开展营销活动不能缺少的4 个基本立足点，也是现代营销理论的起始点。进入21 世纪后，亚马逊公司、Netflix 等网上商业模式取得了很大的成功，为了描述其商业和经济模式，克里斯·安德森（2004 年）在其自家杂志《连线》中发表了“The Long Tail”（长尾）一文，文中将长尾定义为指那些本来不受到重视且销量小但
种类多的产品或者服务，累积起来而使总量巨大产了质变，所产生的总收益超过了主流产品的现象。
2 沃尔玛公司的简介
沃尔玛百货有限公司（Wal-Mart Stores, Inc.）（NYSE：WMT）是一家美国的跨国连锁企业，同时也是世界上雇员最多的私人雇主，全球有超过200 万人加入了沃尔玛的大家庭。沃尔顿家族持有沃尔玛公司股份的48%，为沃尔玛最大的控股人，也是沃尔玛公司的创始人。公司总部位于美国阿肯色州的人口只有 2.5 万人的本顿维尔小镇，现今这个小镇已经成为了零售商、承包商和推销员必去的地方。沃尔玛公司最初于1962 年在阿肯色州由山姆·沃尔顿先生成立的一家平价超市，当时，这家小店只是一个普通的夫妻小店，但是经过几十年的不断发展，如今沃尔玛公司有8500 多家门店，分布于全球15 个国家，在零售行业上已经一直居于第一位，若就单单以营业收入来计算，沃尔玛公司经常荣获前三甲的辉绩。沃尔玛主要的营业形态有沃尔玛购物广场、山姆会员店、沃尔玛商店、沃尔玛社区店等四种各具不同功能的店面种类。
3 4Ps 营销策略分析
3.1 产品策略分析
产品是指能提供给市场以引起人们的注意、获得、食用或消费，从而满足某种欲望或需要的一切东西。作为一个零售企业，能够给企业带来价值的东西几乎全部集中在所销售的产品上，产品是否能够以企业满意的价格出售出去，是决定企业是否盈利或者符合企业战略决定性的标准。因此，产品的属性就是零售企业赖以生存的基础。
3.2价格策略分析
在营销组合中，价格是唯一能够产生收入的因素，其他因素则只能表现为成本。价格也是营销组合中最灵活的因素，消费者对于价格变动的敏感程度也比其他因素要高。因此价格与价格竞争是零售业内竞争最为激烈的头号问题。沃尔玛的市场定位为“天天低价”，因此在沃尔玛里面的商品必须要足够低，在沃尔玛，为了随时的随市场行情的变化而改变商品的价格，若沃尔玛公司员工发现竞争者店内同种商品价格低于沃尔玛的，员工都有权利更改价格，以避免本店商品价格竞争上处于劣势。为了能够有效的降低商品价格，沃尔玛公司极力推崇员工生活上的节俭，并运用先进的管理理念和计算机系统，来缩减生产成本。
3.3 渠道策略
（完整译文请到百度文库）
零售业属于一种地利性的产业，实体零售企业的零售地点周边的环境可以说影响着该企
E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.doczj.com/doc/b816861366.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.
市场营销价格策略外文翻译文献(文档含英文原文和中文翻译)
DESIGNING PRICING STRATEGIES All for-profit organizations and many nonprofit organizations set prices on their goods or services. Whether the price is called rent (for an apartment), tuition (for education), fare (for travel), or interest (for borrowed money), the concept is the same. Throughout most of history, prices were set by negotiation between buyers and sellers. Setting one price for all buyers arose with the development of large-scale retailing at the en d of the nineteenth century, when Woolworth’s and other stores followed a “strictly one-price policy” because they carried so many items and had so many employees. Now, 100 years later, technology is taking us back to an era of negotiated pricing. The Internet, corporate networks, and wireless setups are linking people, machines, and companies around the globe, connecting sellers and buyers as never before. Web sites like https://www.doczj.com/doc/b816861366.html, and https://www.doczj.com/doc/b816861366.html, allow buyers to compare products and prices quickly and easily. On-line auction sites like https://www.doczj.com/doc/b816861366.html, and https://www.doczj.com/doc/b816861366.html, make it easy for buyers and sellers to negotiate prices on thousands of items. At the same time, new tech- nologies are allowing sellers to collect detailed data about customers’ buying habits, preferences—even spending limits—so they can tailor their products and prices. 1 In the entire marketing mix, price is the one element that produces revenue; the others produce costs. Price is also one of the most ?exible elements: It can be changed quickly, unlike product features and channel commitments. Although price competi- tion is a major problem facing companies, many do not handle pricing well. The most common mistakes are these: Pricing is too cost-oriented; price is not revised often
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)
译文： 零售企业的营销策略 Philip Kotlor 今天的零售商为了招徕和挽留顾客，急欲寻找新的营销策略。过去，他们挽留顾客的方法是销售特别的或独特的花色品种，提供比竞争对手更多更好的服务提供商店信用卡是顾客能赊购商品。可是，现在这一切都已变得面目全非了。现在，诸如卡尔文·克连，依佐和李维等全国性品牌，不仅在大多数百货公司及其专营店可以看到，并且也可以在大型综合商场和折扣商店可以买到。全国性品牌的生产商为全力扩大销售量，它们将贴有品牌的商品到处销售。结果是零售商店的面貌越来越相似。 在服务项目上的分工差异在逐渐缩小。许多百货公司削减了服务项目，而许多折扣商店却增加了服务项目。顾客变成了精明的采购员，对价格更加敏感。他们看不出有什么道理要为相同的品牌付出更多的钱，特别是当服务的差别不大或微不足道时。由于银行信用卡越来越被所有的商家接受，他们觉得不必从每个商店赊购商品。 百货商店面对着日益增加的价格的折扣店和专业商店的竞争，准备东山再起。历史上居于市中心的许多商店在郊区购物中心开设分店，那里有宽敞的停车场，购买者来自人口增长较快并且有较高收入的地区。其他一些则对其商店形式进行改变，有些则试用邮购盒电话订货的方法。超级市场面对的是超级商店的竞争，它们开始扩大店面，经营大量的品种繁多的商品和提高设备等级，超级市场还增加了它们的促销预算，大量转向私人品牌，从而增加盈利。 现在，我们讨论零售商在目标市场、产品品种和采办、服务以及商店气氛、定价、促销和销售地点等方面的营销策略。 一、目标市场 零售商最重要的决策时确定目标市场。当确定目标市场并且勾勒出轮廓时，零售商才能对产品分配、商店装饰、广告词和广告媒体、价格水平等作出一致的决定。如沃尔玛的目标市场相当明确：
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
外文翻译 原文 Marketing Material Source：Marketing Management Author：Philip Kotler Marketing Channels To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads). The marketer uses distribution channels to display or deliver the physical product or service to the buyer or user. There are physical distribution channels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distributors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings. Supply Chain Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, the supply chain for women’s purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels that bring products to customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is
文献出处：Guzzo T, D’Andrea A, Ferri F, et al. Evolution of Marketing Strategies: From Internet Marketing to M-Marketing[C]//On the Move to Meaningful Internet Systems: OTM 2012 Workshops. Springer Berlin Heidelberg, 2012: 627-636. 原文 Evolution of Marketing Strategies:From Internet Marketing to M-Marketing Tiziana Guzzo, Alessia D’Andrea, Fernando Ferri, and Patrizia Grifoni 1 Introduction Marketing is “the process which creates, communicates, delivers the value to the consumers, and maintains the relationship with consumers. It generates the strategy that underlies sales techniques, business communication, and business developments. It is “an integrated process through which companies build strong consumers relationships and create value for their consumers and for themselves” Marketing strategies have a long history and mainly interested economists and sociologists. The wide use of Internet, pervasiveness of social networks and the evolution of mobile devise are implying a wider involvement of interdisciplinary competences enlarging the interest toward ICT competences. This paper is to describe the evolution of marketing strategies from the advent of the Web (Internet Marketing) - through the advent of Social Networks (Marketing 2.0) - to the evolution of Mobile Social Networks (M-marketing). In particular, the paper analyses the use that Italian people make of mobile devices and the user perception and acceptance of M-marketing.
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
原文 Changing Channels In The Automotive Industry: The Future of Automotive Marketing and Distribution Who will be the winners and losers in the revolution that is radically reshaping the marketing, distribution and selling of automobiles? Will the vehicle manufacturers and their franchised-dealer networks be able to overcome years of inertia and complacency to pioneer and execute new concepts that will strengthen and extend the value of their brands? Or will nimbler, more imaginative retailers or software companies get there first? The transformation of the business of selling cars and trucks is happening before our eyes at an incredible pace -- promising to change forever an industry that has long been noted for its high costs, poor service and extremely unpleasant selling process. Auto manufacturers have competed fiercely among themselves to drive out cost and meet consumer needs for cheaper and better cars and trucks. Now the survivors face new threats from outside the industry that might thwart their renewed interest in building strong, lasting relationships with their customers. Entrepreneurs have dissected the cost-value equation and come up with new retail concepts. Their stories have been persuasive enough to attract hundreds of millions of dollars in public equity investment and persuade dozens of fiercely independent car dealers to sell out. Internet technology has lowered entry barriers for other entrepreneurs with new ideas about helping customers find, evaluate and buy new vehicles. These patterns are consistent with revolutions in other consumer durables markets that effectively transferred market power from manufacturers to retailers. Consumers are the only clear winners in this battle. While we are not sure which vehicle manufacturers will survive, we are confident that winning will require a better understanding of the life-cycle value equations of both cars and buyers, and the development of innovative strategies to capture that value. FORCES OF CHANGE From the days of Henry Ford's production line, the automobile industry has been based on a "supply-push" philosophy -- a strong bias toward "filling the factories" to cover high fixed costs. Dealer networks were created as logical extensions of the "supply-push" model. The networks were designed to hold inventory, leverage private capital (without threatening the manufacturers' control) and service and support what was then a less reliable and more maintenance-intensive product. Those networks generally were built around entrepreneurs focused on a defined geographic area, selling one or at most two brands. Despite its longevity, the traditional dealer channel leaves many people unhappy.
本科生毕业设计（论文）外文翻译 学院：商贸学院 学号： 120134030 专业班级：市场营销1301班 学生姓名：宫超 指导教师：赵丹 年月日 Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user. Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators. The Importance of Channels A marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management
文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For
营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)
译文: 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发
出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当