下载文档原格式
沃尔玛4Ps和4Cs营销零售企业外文文献翻译3000多字文献出处: 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.AbstractRetail 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; Retail1 Literature reviewMarketing (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, containsthe 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, tothe 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, 11psmodel, 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 profileWal-mart Stores co., LTD. (a Wal - Mart Stores, Inc.) (NYSE: WMT) is an American multinational chain, is also the world's mostprivate 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 analysis3.1 Product strategy analysisRefers 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 analysisIn the marketing mix, price is the only factor to generate revenue; other factors can only appear as cost. Price is also themost 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 adisadvantage. 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 strategyRetail 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 analysisPromotion (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, itsadvantage 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 strategy4.1Analysis of customer strategyRetail 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 strategyHere 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'spsychological 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 strategyCustomers 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 strategyUnder 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。
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：1962年山姆·沃顿及其兄弟在阿肯色州开办了第一家沃尔玛折扣店。
这是一家庞大的的仓库是商店，旨在以最低的价格向小城镇的美国人销售各种商品，从服饰到零件以及小型用具等。
Science and technology enterprises Marketing StrategyABSTRACTWith the coming of knowledge-based economy,higll＆new-tech enterprises play an increasingly strategic role in national economy,and also make great contribute to providing advanced products and services，promoting technical progress,enlarging employment and developing the national economic competitive power．But while they make a SUCCESS upon advanced technology and hi-tech products，they usually put too much emphasis oll technology advantages，accordingly neglect the research and applications of marketing strategy and management,and then caused the Marketing Myopia resulting in passiveness evefl defeat to the management．So how to exercise modem marketing theories,research and constitute marketing strategy and policy of lIigh＆new-tech enterprises，and provide necessary theory base and suppoaing to the marketing problems of hiigh＆new—tech enterprises，has some reality significance and generalize application value to promote continuance，healthy and rapidly development ofhigh&new—tech enterprises．KEYWORDS：high&new—tech enterprise，marketing strategy,technical marketing，innovation ofmarketing theoriesFirst, the science and technology enterprise marketing strategyMarketing strategy is the enterprise under the guidance of the marketing concept ，the application of modern management methods , for a period of time ，the development of the overall business marketing ideas and planning。
4Ps营销策略组合的角度分析中小企业营销TITLE 1: PRODUCTProduct is the first and the most fundamental element of the 4Ps marketing strategy. It refers to the goods or services that a company offers to the customers for purchase. In the context of small and medium-sized enterprises (SMEs), product development is one of the most significant challenges faced by the entrepreneurs. This paper focuses on analyzing the product-related marketing strategies of SMEs and their role in the success of the business.Firstly, SMEs need to identify the market demand and analyze the customer preferences before developing the product. Conducting market research can help the entrepreneur identify the gap in the existing products in the market and accordingly develop the unique selling proposition (USP) of the product. SMEs need to concentrate on the quality of the product that sets them apart from their competitors. The product should not only meet the customer expectations but should also exceed them to build long-lasting relationships with the customers.Secondly, product differentiation can also be an effective marketing strategy for SMEs. By offering a unique product, SMEs can attract customers who want something different from the existing products in the market. However, product differentiation should not undermine the quality and the functionality of the product. The entrepreneur should also focus on creating a memorable brand image for the product that resonates with the customers.Thirdly, the pricing of the product can also impact the success of SMEs. SMEs need to do a cost-benefit analysis to determine an optimal price range that can yield maximum profits for the business. Pricing strategies such as dynamic pricing, psychological pricing, and bundling can also help in increasing sales and revenue.Fourthly, promotion is another crucial aspect of marketing the product of SMEs. The entrepreneur needs to strategize the promotional campaigns to reach the target audience effectively. The promotional campaigns should aim at emphasizing the USP of the product and creating a buzz around the product. Social media platforms, email marketing, influencer marketing, and offline advertising can all be effective promotion channels.In conclusion, the product is the backbone of any business, and SMEs need to develop their product keeping in mind the customer demand, quality, and differentiation to succeed in the market. The four strategies mentioned above – quality, differentiation, pricing, and promotion – are interdependent and need to be approached strategically to achieve the desired results.TITLE 2: PRICEPrice is the second element of the 4Ps marketing strategy. It refers to the cost that the customers need to pay to avail the goods or services offered by the SMEs. For SMEs, pricing is a challenging task as they need to balance profitability while attracting customers to the business. This paper analyzes the pricing strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to determine the cost of producing the product or service. The entrepreneur should include not only the direct costs but also the indirect costs such as rent, salaries, and taxes while calculating the cost of the product. This will help in determining the minimum price required to cover the costs and yield the desired profit margin.Secondly, SMEs can adopt a cost-based pricing strategy that factors in the production cost, desired profit margin, and the prevailing market rate. This strategy can ensure that the price of the product reflects the value that the customers associate with the product. However, this strategy needs to be adopted strategically to ensure that the price of the product is competitive in the market.Thirdly, value-based pricing is another effective strategy adopted by SMEs. This strategy is ideal for SMEs that offer unique and high-quality products or services. The price is determined based on the value that the product or service offers to the customers. The entrepreneur can charge a premium price if the product or service fulfills the customer requirements in a unique way.Fourthly, dynamic pricing is a strategy adopted by SMEs that sell products or services that have high demand fluctuations. The price of the product is adjusted based on the time of purchase, demand, and availability of the product or service. This strategy can help SMEs maximize their profits while ensuring that the price stays competitive in the market.To conclude, pricing is a sensitive matter, and SMEs need to adopt effective pricing strategies that factor in the cost, value, demand,and competition to succeed in the market. The entrepreneur needs to assess the market trend and customer demand to adopt the pricing strategy that yields maximum profits and customer loyalty.TITLE 3: PROMOTIONPromotion is the third element of the 4Ps marketing strategy. It refers to the communication strategy adopted by SMEs to create awareness and interest in their products or services. For SMEs, promotion is a crucial aspect of their marketing strategy as it helps in reaching their target audience effectively. This paper analyzes the promotional strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to identify their target audience and their preferences before developing a promotional strategy. The entrepreneur can use online and offline tools such as surveys, social media platforms, and focus groups to identify the audience and tailor the promotional campaign accordingly.Secondly, the promotional campaign should focus on the unique selling proposition (USP) of the product or service that sets it apart from its competitors. The entrepreneur should highlight the benefits of the product or service that resonate with the customer needs and preferences. The promotional campaign should aim to create an emotional connection with the customers that inspires them to make a purchase.Thirdly, the promotional campaign should be designed to suit the budget, time frame, and nature of the product or service. Theentrepreneur can use a mix of promotional channels such as social media platforms, email marketing, influencer marketing, and offline advertising to reach the target audience effectively.Fourthly, the promotional campaign should also aim to create a memorable brand image for the product or service. The entrepreneur can use multimedia elements such as visuals, testimonials, and storytelling to create a brand image that resonates with the customers. The branding should aim to create a perception of quality, trust, and reliability.In conclusion, promotion is a crucial aspect of SMEs' marketing strategy, and the promotional campaign should be tailored to the target audience, product, and budget. The promotional channels, branding, and messaging should aim to create emotional connections with the customers that inspire them to make a purchase and build long-lasting relationships.TITLE 4: PLACEPlace is the fourth element of the 4Ps marketing strategy. It refers to the distribution channels adopted by SMEs to make their products or services available to the customers. For SMEs, place is a critical aspect of their marketing strategy as it helps in reaching the target audience effectively. This paper analyzes the distribution strategies adopted by SMEs and their role in the success of the business.Firstly, SMEs need to determine the best distribution channel that suits their product or service. The entrepreneur can choose from arange of channels such as direct selling, retail stores, e-commerce, and wholesale dealers. The choice of the channel should depend on the nature of the product or service, target audience, and the entrepreneur's budget.Secondly, SMEs can adopt a multichannel distribution strategy that uses a combination of distribution channels. This strategy can help SMEs reach a wider audience and improve their brand visibility. However, the entrepreneur needs to ensure that the distribution channels are integrated and do not cannibalize each other's sales.Thirdly, SMEs should also ensure the availability of the product or service in the chosen distribution channel. The entrepreneur needs to ensure that the product is easily accessible and available to the customers. The product should be distributed to the channels based on the customer demand and the channel's reach.Fourthly, SMEs need to ensure the quality of the product or service during the distribution process. The entrepreneur needs to ensure that the product is handled and transported correctly and reaches the customers without any damage or deterioration in quality.In conclusion, place is a critical aspect of SMEs' marketing strategy, and the distribution channels should be selected based on the nature of the product or service, target audience, and availability. The distribution channels should aim to improve brand visibility and ensure the availability and quality of the product or service.TITLE 5: PRODUCTIVITYProductivity is a critical aspect of the success of SMEs. It refers to the efficiency and effectiveness of the business process and the ability of the business to optimize resource utilization. In the context of marketing, productivity can play a significant role in enhancing the profitability and the customer satisfaction of SMEs. This paper analyzes the role of productivity in SMEs' marketing strategy and its impact on the business's success.Firstly, SMEs need to optimize their production process to ensure maximum efficiency and effectiveness. The entrepreneur needs to ensure that the production process is streamlined and that the resources are optimized to minimize the cost per unit. The production process should aim to deliver the product or service within the stipulated time frame to meet the customer demand.Secondly, productivity can also be enhanced by automating the business processes. The entrepreneur can use technology tools such as customer relationship management (CRM), inventory management software, and automated customer service to optimize the resource utilization and ensure maximum efficiency.Thirdly, productivity can also be enhanced by investing in the training and development of the workforce. The entrepreneur needs to ensure that the workforce is trained to use the technology tools, and the skills required to provide quality customer service are imparted.Fourthly, productivity can be enhanced by adopting a performance measurement system that tracks the performance of the businessprocess and provides actionable insights to improve efficiency. The entrepreneur should regularly monitor the performance of the marketing strategies and make modifications to improve effectiveness and profitability.In conclusion, productivity is a significant factor that can play a critical role in the success of SMEs' marketing. The entrepreneur needs to optimize the production process, automate the business process, train the workforce, and adopt a performance measurement system to ensure maximum efficiency and effectiveness.TITLE 6: PEOPLEPeople refer to the customers, employees, and stakeholders of the SMEs. In the context of marketing, people play a significant role in building the brand image, creating loyalty, and enhancing the profitability of the business. This paper analyzes the role of people in SMEs' marketing strategy and their impact on the business's success.Firstly, SMEs need to understand the customer needs and preferences to develop a marketing strategy that resonates with the customers. The entrepreneur should develop a customer-centric marketing approach that prioritizes customer satisfaction and loyalty. The marketing strategy should aim to build an emotional connection with the customers that inspire them to make the purchase and recommend the product or service.Secondly, the employees of the SMEs play a crucial role indelivering quality customer service and building the brand image. The entrepreneur should invest in the training and development of the employees to develop the skills required to provide quality customer service. The employees should be motivated and incentivized to provide the best possible experience to the customers.Thirdly, stakeholders such as suppliers, partners, and investors can also impact the success of the SMEs' marketing. The entrepreneur needs to maintain a healthy relationship with the stakeholders and ensure that they are aligned with the business's vision and goals. The entrepreneur should also communicate the marketing strategy and its implications on the stakeholders to develop a common understanding.Fourthly, the entrepreneur should also leverage the loyal customers to enhance the brand visibility and attract new customers. The loyal customers can provide testimonials, feedback, and referrals that can be used in the promotional campaigns and improve the product or service based on the customer feedback.In conclusion, people are a critical aspect of SMEs' marketing strategy and play a significant role in enhancing the profitability and customer satisfaction. The customer-centric approach, employee training and motivation, stakeholder management, and customer loyalty can impact the success of the SMEs' marketing strategy.TITLE 7: POWERPower refers to the ability of the SMEs to influence the market and the competition. In the context of marketing, power can play a significant role in developing a competitive advantage and enhancing the profitability of the business. This paper analyzes the role of power in SMEs' marketing strategy and their impact on the business's success.Firstly, SMEs need to identify their sources of power, such as the quality of the product or service, unique selling proposition, customer loyalty, and market share, to develop a marketing strategy that covers the competitive advantage. The entrepreneur should use the sources of power to develop a unique marketing approach that sets the business apart from its competitors.Secondly, SMEs can leverage the power of partnerships to enhance their market share and reach a wider audience. The entrepreneur can develop partnerships with other businesses, influencers, and media platforms to improve the brand visibility and reach the target audience effectively.Thirdly, SMEs can adopt a proactive approach to market research and competitive analysis to remain relevant and competitive in the market. The entrepreneur should constantly monitor the market trends, customer preferences, and competition to adapt to the changing environment and maintain the competitive edge. Fourthly, SMEs can also leverage the power of innovation to develop new products or services, improve the existing ones, and create a unique selling proposition. The entrepreneur should encourage creativity and innovation among the workforce andinvest in research and development to improve the business's competitiveness.In conclusion, power is a significant factor that can impact the success of SMEs' marketing strategy. The entrepreneur needs to identify the sources of power, develop partnerships, monitor the competition, and invest in research and development to ensure maximum competitiveness and profitability.GRADUATION SUMMARY:The 4Ps marketing strategy – Product, Price, Promotion, and Place – is a fundamental concept that SMEs need to master to succeed in the market. The marketing strategies adopted by SMEs should be tailored to the nature of the product or service, the target audience, and the business's budget to enhance the profitability and customer satisfaction. The seven titles – Product, Price, Promotion, Place, Productivity, People, and Power – analyzed the different aspects of SMEs' marketing strategies and their impact on the business's success. The entrepreneur needs to adopt a holistic approach that integrates these elements and focuses on innovation, customer satisfaction, and competitiveness to achieve the desired results. The role of the graduation supervisor is to guide the students to develop a comprehensive understanding of the 4Ps marketing strategy and its relevance to the SMEs' success. The graduation supervisor needs to provide practical insights, resources, and mentorship to help the students develop effective marketing strategies and succeed in their business ventures.。
![[企业战略管理之沃尔玛案例译稿(完整版)] 沃尔玛企业战略](https://uimg.taocdn.com/10076dab9e314332396893d1.webp)
[企业战略管理之沃尔玛案例译稿(完整版)] 沃尔玛企业战略企业战略管理之沃尔玛案例译稿在《福布斯》杂志的年度美国富豪排行榜上，沃尔玛创始人山姆·沃顿的继承人们在1993年以每人45亿美元的财富列居榜单第五到第九位，山姆·沃顿于1992年4月逝世，他以连续20年平均回报率33%以及合并营业额平均增长率35%的业绩创造了成功的沃尔玛现象。
在1993年底，沃尔玛的市值达到575亿美元，每平方英尺的营业额将近300美元，而同期的产业平均值仅为210美元。
众所周知，沃尔玛实现了零售业多个领域的革新，同时在信息技术方面投入重金。
David Glass和Don Soderquist面临着步老山姆后尘的挑战。
1988年2月，沃顿辞去主席一职，将首席执行官的位置交予Glass,自此，Glass和 Soderquist分别以首席执行官、首席运营官职务管理公司。
事实佐证，公司的营业额从1987年的160亿美元上升到1993年的670亿美元，同期利润翻了四倍，即从6亿2800万美元上升到23亿美元。
在1994年初，公司旗下共有1953个沃尔玛商店、81个仓储特卖场和4个大型超市）。
1994年，沃尔玛计划开设110家新沃尔玛商店和20个山姆俱乐部，并计划扩大或迁址5间山姆俱乐部和约70间旧的沃尔玛商店。
同年营业额预计为840亿美元，资本性支出总计为32亿美元。
展示1为沃尔玛1983-1993年的财务状况一览；展示2为沃尔玛店面分布图。
Glass和 Soderquist面临的首要问题是如何维系公司显著的业绩表现。
报纸的头条已然开始表现出某种怀疑：“增长王遭遇路障，”“沃尔玛能否保持危速增长？”以及“沃尔玛摇动的宝座”。
1993年4月，公司在一次会议中以分析证实：对比同类商店，其1993年的营业额为726%，市值缩水将近170亿。
由于购物中心和国际扩张战略旨在成为首要的增长驱动力，Glass和 Soderquist为其失败付出了失业的代价。
Contents1.Overview of Wal-Mart Stores, Inc. background (3)2.Four global business categories of Wal-Mart Stores, Inc (3)3.The current main competitors to Wal-Mart Stores, Inc (4)4.The e-commerce related advantages of Wal-Mart Stores, Inc........... . (6)5.The diagram of logistics and supply chain system of Wal-Mart Stores,Inc................................................................................ . (7)6.The e-commerce related disadvantages of Wal-Mart Stores, Inc......... .. (7)7.In order to maintain or grow the leadership, what improvements shouldbe taken by Wal-Mart Stores, Inc (8)8.The possible difficulties that Wal-Malt stores may face during the processof improvement................................................................ . (9)9.Alternative actions (if any) if you were the CEO of one of Wal-Mart’scompetitors (9)10.References (10)1.Overview of Wal-Mart Stores, Inc. backgroundWal-Mart Stores Inc. was founded by American retail legend Mr. Sam Walton in Arkansas in 1962. Over forty-year period, it has become the world’s largest private employer and retailer, on the top of the Fortune 500 list and has been among the most valuable brands for many years.Today, with over 2.1 million employees worldwide, Wal-Mart operates more than 8,000 units in 15 countries under 53 different brands, and serves more than 200 million customers per week. Wal-Mart had $405 billion in annual sales in fiscal year 2010 (FYE10, Feb. 1, 2009 to Jan. 31, 2010). The charitable giving numbers including cash and in-kind gifts valued more than $512 million in FYE10, a 20% increase over the previous year’s giving. In 2010, Wal-Mart regained the seat at the top of the Fortune 500, and ranked first among retailers in Fortune Magazine’s 2010 Most Admired Companies survey.Wal-Mart follows the three core values of “respect for the individual, service to the custome r, and striving for excellence”. It is well known that the classical management quotations: “The first item is that customers are right forever. The second item is that please consult the first item if customers are wrong.”2.Four global business categories of Wal-Mart Stores, Inc.Wal-Mart Super-CenterWal-Mart designed the super-center concept to save customers time and money, and also offer a unique shopping experience based on the Wal-Mart philosophy of "Every Day Low Prices".SAM'S CLUBSAM'S CLUB is a low-cost members-only warehouse club named after the founder of Wal-Mart Stores, Inc. - Sam Walton. The first SAM'S CLUB was founded in 1983. Acting like a purchasing agent for its members, SAM'S CLUB offers exceptional value on famous-brand merchandise at "member only" prices for bothbusiness and personal use. The First SAM'S CLUB was opened in April in Midwest City, Oklahoma in 1983.Wal-Mart StoresEvery customer who purchases in Wal-Mart stores can accept the welcome and greeting full of passion at the gate of stores. The commodities produced locally are usually in sales in Wal-Mart stores and on display automatically. In addition, the employees of Wal-Mart are entitled to decide who can achieve the funds donated by them.Wal-Mart Neighborhood MarketThe fourth kind is “neighborhood market”, which is a little smaller than the shopping plaza. It is usually set up in the community, and meets the community’s basic requirements, different from other convenient stores, it will also provide fresh products.3.The current main competitors to Wal-Mart Stores, Inc.The strongest competitors which Wal-Mart meets are Carrefour in France and Tesco in UK. These three retail giants have their own business strategies and business features. Now we will analyze advantages and disadvantages of Carrefour and Tesco.(1) Carrefour was found in 1959, which is the pioneer of the hype-market sector, the first largest retailer in Europe, the second largest international retail chains corporation in the world. At present, it owns over 11,000 operation retail units and its business area extends over 30 countries and districts all over the world. The enterprise leads the markets mainly with three business formats: hype-market sector, supermarkets and discount stores.The gap between Carrefour and Wal-Mart is as following:a.Carrefour prefers the commercial centers or resident centers as its new store siteand also highlights the dependence to commercial circle.b.Carrefour advocates everyday low prices, but it is actually a Hi-Low price strategy.The commodities Customers always purchase and compare which are in lowprices while the prices of the rest are generally higher than that in Wal-Mart.c.Carrefour attempts a variety of methods to adapt to different demands fromdifferent consuming groups. However, Wal-Mart is always defeated by Carrefour in the aspects to acceptance of customers and comfort due to a lack of theconformity with region culture and personality differences.d.The disadvantages of Carrefour compared with Wal-Mart: the performance ofsupply chain is inferior and the effective use of economy of scale is unavailable.(2) Tesco was found in 1932, which is the largest retail enterprise in Britain and also one of three largest retailers in the world. Apart from 691 local super shopping centers in UK, forty-two percent of the company’s stores distribute in the middle of Europe and each country of Southeast Asia and it is an international supermarket giant. In two respects, it mainly reflects the major competitive strength of Tesco.a.Tesco in Britain has a variety of business forms that has more strong adaptation asthe following five types:Tesco Extra:Tesco Extra where you can buy all products on sale in supermarket is a large warehouse store of Tesco.Tesco store:Tesco store is standard supermarket form and mainly sells foods and a few non-food commodities. It is the most common store of Tesco and the main source of revenue.Tesco Metro:Tesco Metro whose scale is between that of Tesco store and that of Tesco Express is the shops in the form, which is generally located in the city center or main streets.Tesco Express:Tesco Express is small-scale shop which mainly sells food and widely distributes in the busing urban sectors or shopping centers. By in February 2006, the number of Tesco Express throughout Britain had exceeded 650.One Stop:One Stop is the unique store which did not use the name “Tesco” and the small-scale store. They are always some small retailers that are taken over byTesco, however, they can still retain their original names.b. Tesco is good at database marketing. It can divide tens of millions of customers into eighty categories of customer groups such as young students, housewivesand so forth according to the features of customers such as physic, psychology, behavior and so on by constructing the EDMSYS (Email Direct Mall System). The skilful use of the data makes it achieve the irreplaceably competitive advantages.4.The e-commerce related advantages of Wal-Mart Stores, Inc.(1) Wal-Mart introduced the company's e-commerce website in July 1996.The integrated high technology and the traditional retailing business strengths.(2) In 1999,Wal-Mart cooperated with AOL .AOL supplied the methods of Internet access service at low cost .In addition, AOL online shopping website also took an access to linking , which objectively made 19 millions users of AOL become the potential users of , to further enlarge the community of online consumers.(3) In January 2000, Wal-Mart collaborated with the venture capital firm Accel Partners to scrip online retailing department out from the company as a new independent Internet firm named which would be unrestricted to the control of the parent company in the development and established its own brand image.(4) Wal-Mart built an e-commerce distributing centre to improve the level of online business services to customers and meet the product distributing demands.(5) High standardization of administration, scientific of business idea. All managements of Wal-Mart are completed through information technology. All the employees must refer to the orders of computers to work and have never done anything casually.(6) The advanced logistics and supply chain management system. The strong electronic communication network formed on the basis of the dedicated satellite andlots of large computer servers administers and optimizes the distribution centers, chains, warehouses, cargo trucks and partners of Wal-Mart all over the world effectively and intensively. Details in diagram 5.1.(7) High quality of client resource, price and brand strengths.5.The diagram of logistics and supply chain system of Wal-Mart Stores, Inc.Diagram 5.1 Logistics and Supply Chain System of Wal-Mart Stores6.The e-commerce related disadvantages of Wal-Mart Stores, Inc.(1) High cost of technology and management. The investment in the construction of information systems and constant maintenance and upgrade later must bring higher cost of technology and management.(2) The strength of traditional markets overtakes that of online markets. It is more difficult to quickly transfer the concentration of customers on traditional markets to the online markets.(3) The construction of the new ecommerce site to some extent must affect the image of the brand which had been established in the minds of customers before. Particularly in the time that the customer service of the new company spun off can not be compared with that of the parent company.(4) It is quite difficult to enter the ecommerce of different countries and regions and adapt to it.(5) A lack of distinguishing and irreplaceable advantages compared with competitors. Taking China for example, Carrefour has led the online markets in Beijing rather than Wal-Mart.7.In order to maintain or grow the market leadership, what improvementsshould be taken by Wal-Mart Stores, Inc.(1) Focusing on local business. When Wal-Mart enters the new market in a country, it must do the detailed market research so as to adapt to the economic circumstance of different countries and the competition of the counterparts.(2) Establishing own local system of logistics and realizing the perfect butt between ecommerce and logistics. Instead, collaborating with third-party contract logistics companies.(3) Developing database marketing by learning about Tesco and carrying out the detailed customer segmentation. Recommending commodities to customers according to their consumption habits and conducting deep mining of client relation and maintaining it.(4) Improving public image and increasing the soft power. There is common criticism outside to Wal-Mart. You can refer to the documentary called “Wal-Mart: Low Prices, High Costs”. Wal-Mart should struggle to improve its public image and increase the strength of software by international procurement, products supply, environmental measures, trade subsidies, charities and labor welfare.(5) Wal-Mart should build the sustainable development plan. Apart from being accustomed to the low carbon trend and establishing the energy-saving andeco-friendly shopping center, it still needs to enhance the implementation of the project named “Agriculture Super Butt”. Which can not only raise the farmers’revenue but also bring the fresh , safe, delicious, affordable and eco-friendly agricultural products to Chinese consumers.8.The possible difficulties generated during the process of improvement.(1) The increase of business cost. It has some conflicts with Wal-Mart’s saving idea and requires the high class of Wal-Mart to think carefully.(2) Wal-Mart probably meets the high threshold the rivals have set. It needs more efforts to climb this threshold.(3) It is possible that Wal-Mart meets the barrier that government policy forms. Any markets can be confronted with it, no matter traditional markets or online markets.9.Alternative actions if I were the CEO of one of Wal-Malt’s competitors.If we stand in the seats of Wal-Mart’s competitors, I suggest the following measures we can take.First of all, considering that the spread of the Wal-mart’s VIP system is not so satisfying and the strength of the conducting is kind of lacking, more effective system should be established and executed. The admission for applying here is allowed to take the recent home-telephone bill. According to the phone number, there is no need for you to take the VIP card and you will just speak of your number stored in our database instead of that of the card. Moreover,we can send the advertisements to youruseful address gained from the bill to avoid wasting.Secondly, the pre-investigatement is of the great importance. Wal-Mart has aggressively to expand outside of the US, opening stores and making acquisitions in North American, Mexico, European and Asia .Mexico, Canada, and the UK are great success stories. Germany has been problematic while Indonesia was an outright failure. Look at the Wal-Mart and Carrefour at Heifei. As we all know, Carrefour is the first company march into China and it has achieved a significant success. The Carrefour at the Sanlian District in Hefei is the most profitable all over the world. While Wal-Mart do esn’t get enough reward is just because the latency of occupying the market. Therefore, research should be done considerate and suitable to that country.Thirdly, business-assosiation system would be developed .Meanwhile, the protection of the system band should be applied as soon as possible. They can be advertised and linked on our website. Furthermore, the record of the someone’s comsuption in those stores would be remarked to the database of our company. In that case, the customer can conveniently use the scores to exchange some goods on our mall-online without going out. What’s more, exchanging the scores to the money can effectively prevent people from the fear of unsafe online payment.10.ReferencesBaidu Encyclopedia /view/9389.htmWikipedia /zh-cn/%E6%B2%83%E5%B0%94%E7%8E%9B Wal-Mart China Website /People’s Net /GB/54849/59580/5767354.html Book——“Wal-Mart Retail Strategy” Written by Ruizhi, Published by Nanfang Daily Press 1st, June 2006Baidu Library——“Wal-Mart Case Analysis”Baidu Library——“Wal-Mart Plannig a Major E-life”Baidu Library——“Wal-Mart Logistics and Supply Chain Management”Baidu Library——“Wal-Mart Supply Chain Mainly Consists of Four Parts”Documentary——“Wal-Mart: Low Prices, High Costs”- 11 -。
汽车营销销售外文翻译文献(文档含中英文对照即英文原文和中文翻译)原文：The Competitive Dynamics in the Automotive Aftermarket: Branded Products and Private Label ProductsTHE BUSINESS CASEThroughout the automotive aftermarket industry,senior executives are facing the reality of private brands. Similar dynamics exist outside of the automotive aftermarket and are intensifying in other sectors, such as traditional consumer goods. Also known as “private label” and referred to across many consumer-oriented industries as “store brands,” “co ntrol brands” or “own brands,” their rising prominence has led top executives to ask:• What issues and risks do U.S.-branded manufacturers face with respect to private brands?• How are market forces different today than in years past? How will this lands capeevolve?• How can I better understand my operational blind spots in an increasingly competitive landscape?• What can my management team focus on to protect and grow my brands? Where do we start?•What are the similarities and differences between the private brand trends in the automotive aftermarket and the consumer products sector?• What can be learned by automotive aftermarket executives from the private brand experiences in other sectors?Although answers to these questions are not simple and some market dynamics are not yet fully clear, the availability of private brands and other competitive trends are growing in the automotive aftermarket community, just as they are in many consumer product segments.One out of every three consumer products sold by one of the nation’s largest retailers is now private brand – up from one out of every five just a few years ago. With U.S. private brand sales in the grocery market surpassing well over $80 billion, for example, private brands can no longer be ignored by consumer product manufacturers. The U.S. market share of private brands in food, drug and mass merchant channels is more than 20 percent, according to industry data research firms. More than 80 percent of consumers shopping in big box, warehouse clubs and superstores frequently buy store brands and, depending on the specific product category, multiple store brands at a time. Retailers are focusing more resources on private branding to enhance margins, increase shelf velocity and expand store loyalty and traffic.Private branding in food, drug and mass merchant consumer products channels is not a new phenomenon, nor is it a new concept in the automotive aftermarket. However, there are differences in the degree to which private brand penetration has occurred in traditional consumer goods industries compared with the automotive aftermarket. The factors giving rise to these differences include the nature and use of the products (e.g., immediate consumption vs. durable goods), the ability of the consumer to exercise preference at point of sale, technological or other barriers to entry for alternative manufacturers to produce private brands, the degree to which products are subject to regulatory controls, and the differences in the channels in which the products are distributed. Notwithstanding these distinctions, private branding will continue to impact the competitive landscape.Consumer behavior has gone through a dramatic evolution in the past five years, with the economic shifts and downturns, and with the exploding access to information and technology. The lines of consumer priorities are blurring and shifting, and regardless of brand or product mix, measurement and management of these shifts will be the key to strategic success and growth in a global marketplace.The U.S. automotive aftermarket is one of the single largest markets in the U.S. and is increasingly affected by private brand influences similar to other consumer product markets. However, total private brand penetration in the aftermarket is not as closely measured and monitored as in other consumer sectors. As brand and product strategies continue to evolve among aftermarket channel participants, more sophisticated measurements of private brand penetration rates are beginning to take root.ISSUES, OPPORTUNITIES AND RISKSThe degree of market consolidation among retailers is believed to be one of the influences at work in driving increased private brand market share penetration. Retail consolidation is also one of the contributing factors to increasing retailer pricing leverage, according to the AASA(Automotive Aftermarket Suppliers Association) Q4 2009 Aftermarket Supplier Barometer report, and ultimately can lead to supplier margin erosion.Retail consolidation can create economy-of-scale advantages for private brands, allowing brand development and deployment costs to be spread incrementally across higher product volumes, decreasing their relative per unit volume significance. Further, private brand penetration appears to vary across product categories. Those experiencing a higher degree of “commoditization” (little or no perceived differentiation across brands) have demonstrated higher private brand market share levels compared to product categories with low degrees of commoditization. Within the automotive aftermarket, product categories such as tires, accessories and maintenance parts are showing similar trends. One recent research report for brake component sales from Frost & Sullivan shows private brands had a 60 percent market share in 2009 and are expected to increase to 66 percent by 2015.Monitoring private brand market share penetration levels in each aftermarket product category where a branded manufacturer participates can help assess the current degree of commoditization. However, detailed and accurate data regarding private brand penetration levels within many aftermarket product categories are not readily available — unlike other consumables sectors, where scanner-level data from IRI and Nielsen offers good visibility.Private brand penetration varies by type of product category, geography, channel partners and consumer segment. Having more data and measurements regarding private brand penetration, consumer behavior and supply chain visibility will be essential moving forward, in order to respond to opportunities and risks and sustain a competitive advantage.Understanding customer and consumer segments: private brand preferences Demographic and ethnographic segment patterns matter. More than 50 percent of18-to-34-year-olds buy more than half of their consumer staples from private brands. Attitudinal segmentation — similar attitudes and values such as degree of importance placed on the dealer or repair professional, parts availability, do-it-yourself (DIY) considerations, price sensitivity and convenience, shared across segments — can show varying degrees of influence on private brand choices. Understanding customer and consumer decisions across the entire value chain from manufacturer to ultimate consumer will enable better tailoring of brand positioning and more effective promotional programs.Knowing your customers, where they purchase and what drives their purchase decisions is paramount. In March 2010, Ernst & Young conducted a survey of more than 1,000 consumers and discovered:• 56 pe rcent of consumers surveyed purchased vehicle parts and accessories in general automotive repair shops, parts and accessories stores, or chains;• 22 percent purchased them from new and used vehicle dealers;• 15 percent purchased them from big box, wareho use clubs and superstores (nonautomotive);• 7 percent purchased them online; and• 20 percent also serviced their vehicle themselves (maintenance, repair, customization).Private brand market dynamics are impacting aftermarket channels through which the majority of products are sold. Developing a unique value proposition for each consumer and channel segment based on channel customer influences will be paramount in maintaining market share.Understanding consumer defection rates (velocity, magnitude and motivations) from major brands to store brands within a product category can be an excellent gauge of brand relevancy in the eyes of a brand’s user base.The automotive aftermarket is experiencing low brand awareness in certain product categories. For select manufacturers, this implies that the risk of becoming a commodity andfacing more margin and sales pressures is influenced by degree of brand loyalty across shoppers. Retailers with DIY or do-it-for-me (DIFM) shopper advocacy programs focusing on serving repair professionals can create brand loyalty among their consumers for store-branded products using their reputation as a technical services-oriented supplier of parts. Manufacturers also are trying to get closer to their primary and secondary consumers and raise brand awareness through techniques such as professional installer training programs and advertising campaigns. These special offers are designed to reinforce the message that longer-lasting, better-performing replacement products are today’s best quality and area longer-term affordability option for consumers. According to recent Nielsen Co. data on consumer trends, a key piece of data to keep in mind when considering consumer behavior trends for 2010 is that, “Value messaging must include differe ntiation beyond pricing for consumers.”Retail engagement: keeping advocates and influencersRepair professional recommendations and influences on consumer choice are important dimensions in the private brand or name brand success equation. According to a January 2010 Frost & Sullivan report, vehicle owners will adopt repair professional recommendations for batteries up to one-third of the time. The important question to ask is: What are the key influences the repair professionals look at when making brand decisions? It is important to recognize that all participants in the supply channel influence the repair professional’s choice.New and used vehicle dealers, accessory stores or auto parts chains, big box, warehouse clubs and superstores, online providers and search partners all play an increasingly important role in affecting consumer choices. Big box, warehouse clubs and superstores are concentrating on improving the shopper experience by offering a wider selection of private brand offerings in many consumer durables and non-durables.IMPLICATIONS FOR AUTOMOTIVE AFTERMARKET LEADERS: UNDERSTANDING OPERATIONAL BLIND SPOTSTypically, branded manufacturers and retailers focus only on price gaps and performance gaps, but that may be shortsighted in an increasingly multidimensional competitive game. Ernst & Young’s professionals believe there are at least six dimensions or strategic levers —both quantitative and qualitative — that manufacturers and retail channel players should identify to understand, measure and evaluate private brand competitive dynamics. These six dimensions are pricing, quality, promotion, distribution and merchandising, marketing andpackaging perception and organization .Which of these six are the most relevant to the automotive aftermarket? In many consumer goods product categories, consumers often perceive the quality of private brands as being equal to name brands. But a recent report from The NPD Group, a leading market research company, suggests this isn’t always the case with consume rs of automotive aftermarket products. According to NPD, some automotive aftermarket consumers still perceive a quality difference between private brand and name brands. In the category of motor oil, NPD suggests that more than half of consumers surveyed believe motor oil name brands are of better quality than store brands, while nearly one-third see no real difference. What quality level is each consumer market segment willing to pay a premium for? Are independent repair professionals willing to risk their repair shop’s reputation on products that customers may perceive as lower quality?Manufacturers need to understand where their customers stand on quality vs. price, and must clearly differentiate those attributes that will best drive purchase choice behavior. Likewise, retailers should evaluate brand assortment to ensure they are meeting the requirements of both quality- and value-driven consumers. It is a fact that in some cases, repair shops may utilize original equipment parts over aftermarket or private brand parts. Retailers and warehouse distributors may utilize private brands to promote their reputation as more economical in the short run. The key question to ask is: Keeping safety, dependability and performance in mind, what is the true risk/benefit ratio perceived by consumer segments where each aftermarket product category sells and what levels of price portfolio are fair? Remember, it is the consumers who pay, and depending on whether it is a repair or maintenance issue, they wield more power today than ever.Safety, dependability and performance are of utmost importance to the vehicleowner/consumer when it comes to automotive aftermarket parts used for vehicle maintenance and repairs. As participants in the aftermarket distribution channel (including manufacturer, distributor, chain or independent retailer and repair professional) seek to respond to and influence consumer choice, build trust and maintain market share in vehicle repair and replacement, all players must understand how the products they offer meet these key consumer values and support their reputation in the market.AASA has launched an initiative called “Know Your Parts,” designed to encourage all distribution channel participants to fully evaluate the increasing number of competingproducts in the marketplace across several dimensions of dependability, quality and performance. This campaign highlights the importance in understanding the extent to which there is transparency in the manufacturer’s commitment to provide support in the form of technical specifications, warranty, quality assurance, training and other services. It recognizes the important role that repair professionals, distributors and retailers play in influencing customer and consumer choice, particularly when the consumer is more dependent on the supply chain for information to support choice decisions among complex products. PROTECTING AND GROWING BRANDSBoth manufacturers and retailers are asking for clarity in how to understand and act upon private brand market dynamics. We suggest they begin by asking the following questions:1). Learn the market: See reality in customer and consumer perspectivesa). What levels of awareness, consideration, purchase intent, usage and loyalty exist within the categories and brands where I compete?b). How is the market changing, and how will future consolidation create opportunities?c). Are we using digital and social media resources to gain specific insight into consumers?d). Should we establish strategic listening posts using social media as an ongoing program rather than a one-time effort? Where along the distribution channel should such measures be used?2). Know thyself: Look at what value your brands offer in each product category and consumer and repair professional segmentsa). How can my management teams think differently rather than preserve the status quo?b). Should organizational practices or structure change in light of private brand dynamics?c). Which brands represent leading practices that should be replicated?d). What marketing and promotional levers can be pulled to preserve and grow brand loyalty and quality perceptions among all distribution channel consumers?3). Evaluate new competitiona). Where are my marketing activities over- or under-resourced as compared to competitors? Does this new reality offer cost-reduction or revenue opportunities?b). What is the potential to maximize revenues given the price elasticity of my products as compared to competitor and private brand offerings?c). How are competitors combating private brand threats, and what lessons can be learned?4). Build private brand defense and offense strategies and competenciesa). How can I build a private brand monitoring capability?b). Should I develop a private brand index or similar measure?Aftermarket companies need to develop holistic, reliable and multidimensional measures to better understand, evaluate and monitor private brand value gaps across the entire aftermarket distribution channel. These measures must go beyond pricing and include quality, innovation and other dimensions such as customer and consumer perceptions. Obtaining information to develop such measures will likely mean using different approaches to gather consumer-level insights. This analysis focuses on three areas: 1) measuring and evaluating the true penetration of private brands within various product categories experiencing a high degree of commoditization, 2) identifying the root causes of this trend in quantitative and qualitative terms and 3) building viable and practical responses at brand and category levels.汽车售后市场的竞争动态：品牌产品和自主产品业务案例在汽车零配件行业中，高管正面临私人品牌的现实。
沃尔玛销售案例分析作者：第五组纲要一、沃尔玛企业概况二、沃尔玛的SWOT分析三、沃尔玛营销策略（4P）四、沃尔玛跨国经营对中国零售业发展的启示一、沃尔玛的企业概况沃尔玛的分析：零售业的一个奇迹。
美国沃尔玛公司是美国最大的零售业企业，同时也是世界上最大的零售业企业。
沃尔玛百货公司由美国零售业的传奇人物山姆•沃尔顿先生于1962年在阿肯色州成立。
经过四十多年的发展,沃尔玛公司已经成为世界最大的私营雇主和最大的连锁零售商,在全球14个国家开设了7,000多家商场,员工总数超过200万人,每周光临沃尔玛的顾客达1.76亿人次。
如今沃尔玛店遍布美国、墨西哥、加拿大、波多黎各、巴西、阿根廷、南非、中国、印尼等处。
沃尔玛公司最基本的特点是：一、由友善的员工以较低的价格、独到的顾客服务向消费者提供种类齐全的优质商品，其经营的核心是：天天平价，物超所值，服务卓越。
二、使用领先的信息技术和后勤系统不断地大幅降低其运营成本。
三、迫使其供应商进行流程改造，使他们同沃尔玛一样致力于降低成本的运作，如对供应商的劳动力成本、生产场所、存货控制及管理工作进行质询等。
本版将分两次对沃尔玛的经营进行总结，其中很大一部分是沃尔玛在中国经营的现状。
沃尔玛的SWOT分析：一）优势1．沃尔玛是著名的零售业品牌，它以物美价廉，种类繁多，一站式购物而闻名2. 沃尔玛零售额在近年有内明显的增长，并且在全球化范围内进行扩张3. 沃尔玛的一个核心竞争力是由先进的信息技术所支持的国际物流系统4．沃尔玛的一个焦点战略是人力资源的开发和管理。
优秀的人才是沃尔玛在商业上成功的关键因素，为此沃尔玛投入时间和金钱对优秀员工进行培训并建立忠诚度。
二）劣势1、沃尔玛建立了世界上最大的食品零售帝国。
尽管它在信息技术上拥有优势，但因为其巨大的业务拓展，这可能导致多某些领域的控制力不够强2、因为沃尔玛的商品涵盖了服装，食品等多个部门，它可能在适应上比起更加专注于某一领域的竞争对手存在劣势3、该公司是全球化的，但目前只开拓了少数的几个国家的市场三）机会1、采取收购，合并或者战略联盟的方式与其他国际零售商合作，专注于欧洲或其他大中区等特定市场2、沃尔玛的卖场当前只开设在少数的几个国家内，因此拓展市场（如中国，印度）可以带来大量的机会3、沃尔玛可以通过新的商场地点和商场形式来获得市场开发的机会。
市场营销论文中英文外文翻译文献中英文外文翻译文献The technical basis of network marketingNetwork marketing is based on the technology infrastructure of computer network technology, as represented by information technology. Computer networks of modern communications technology and computer technology to the product of combining it in different geographic regions and specialized computer equipment for external interconnection lines of communication into a large, powerful networks, thus enabling a large number of computers can easily transmit information to each other, share hardware, software, data and other resources. And network marketing is closely related to the computer network there are three types: the Internet, Extranet and Intranet.[Edit] the theoretical basis for the network marketingTheoretical foundation of network marketing is direct marketing network theory, network theory of relationship marketing, marketing theory and network software to integrate marketing theory.(A) Direct Response Network Marketing TheoryInternet marketing as an effective direct marketing strategy, network marketing that can be tested and measurable and can be evaluated and controlled. Therefore, the characteristics of the use of network marketing, you can greatly improve the efficiency of marketing and marketing decision-making effectiveness of the implementation.Direct marketing theory is the 20th century, one of the 80's the concept of eye-catching. Direct Marketing Association of the United States for its definition is: "a place to produce anymeasurable response and (or) use the Stock Exchange reached one or more advertising media marketing system interaction." Directly Marketing the key to the theory that network marketing is that it can be tested, measurable, can be evaluated, which a fundamental solution to evaluate the effect of the traditional difficulties in marketing and marketing for more scientific decision-making possible.(B) the network theory of relationship marketingRelationship Marketing is a great importance since 1990 by the marketing theory, which mainly includes two basic points: First of all, in the macro level will berecognized that the scope of marketing a wide range of areas, including customer market, the labor market, the supply market , the internal market, the market stakeholders, as well as the affected market (government, financial markets); at the micro level, recognizing that the relationship between business and customers are constantly changing, the core of marketing should be a simple one-time past transactions to a focus on maintaining relations up long-term relationships. Socio-economic system, enterprises are a major subsystem, corporate marketing objectives by many external factors to the impact of marketing activities of enterprises is a consumers, competitors, suppliers, distributors, government agencies and social organizations the process of interaction, the correct understanding of the relationship between the individual and the organization is the core of marketing is also key to business success or failure.The core of relationship marketing is to keep customers, to provide customers with a high degree of satisfaction with the value of products and services, by strengthening the links with customers to provide effective customer service, to maintainlong-term relationship with customers. And long-term customer relations based on the marketing activities to achieve the marketing objectives of companies. The implementation of relationship marketing is not to damage the cost of business interests, according to research, for marketing a new customer costs five times the cost of the old customers, so to strengthen relations with customers and build customer loyalty can bring long-term enterprise interests, it is to promote a win-win strategy for businesses and customers. The Internet as an effective two-way channels of communication between businesses and customers can achieve low-cost communication and exchange costs, which companies build long-term relationships with customers to provide effective protection. This is because, first of all, enterprises can use the Internet to receive customer orders directly, customers can make their own personalized needs. Enterprises in accordance with customer demand for personalized use of flexible production technology to meet the customer needs to maximize customers in the consumer products and services to create more value. Enterprise customers can also understand the market demand, market segments and targetmarkets, minimize marketing costs and increase the reaction rate on the market. Secondly, the use of the Internet companies to provide customers with better services and keep in touch with customers. Internet time and space constraints are not the characteristics of the convenience of our customers to maximize communication with the enterprise, customers can make use of the Internet in the shortest possible time in an easy way to access business services. At the same time, trading via the Internet to the entire enterprise can be achieved from the product quality,quality of service, such as transaction services to the entire process of quality control.On the other hand, enterprises can also be via the Internet with business-related companies and organizations build relationships and achieve win-win development. Internet as a channel of communication between the cheapest, it can help lower costs in the supply of business-to-business yet, distributors such as the establishment of collaborative partnerships. Cases such as in front of the computer company Lenovo, through the establishment of e-business systems and management information systems with the distributors of information sharing, reduce inventory costs and transaction costs, and close cooperation between the two sides. Relating to the application of network theory will be the strategy behind the marketing services network in detail.(C) The network of soft marketing theoryMarketing theory is soft against the industrial economy to the era of mass production for the main features of the "strong sales" of the new theory, the theory suggests that when customers buy products not only meet the basic physiological needs, but also to meet the mental and psychological level demand. Therefore, the soft marketing is one of the main characteristics of the follow netiquette, etiquette on the network through the use of clever marketing to obtain desired results. It emphasizes the marketing activities of enterprises at the same time the need to respect the feelings of consumers and the body read, so that consumers will be able to comfortably take the initiative to receive the marketing activities of enterprises. Traditional marketing activities can best embody the characteristics of a strong marketing promotions are two: thetraditional advertising and marketing staff. In traditional advertising,consumers are often forced to passive reception of advertising messages, "bombing", and its goal is to impart information through continuous means the hearts of consumers impressed, as to whether the consumer was not willing to accept the need for need not be taken into account; marketing personnel, the marketing staff does not consider the object is willing to sell and needs, but according to the marketing staff to determine their own marketing activities carried out forcibly.On the Internet, because information exchange is a free, equal, open and interactive, to stress that mutual respect and communication, on-line users pay more attention to the protection and privacy of personal experience. Therefore, using the traditional means of marketing a strong start in the Internet marketing activities are bound to backfire, such as the American company AOL has forced their users to send E-mail advertising, the results lead to the unanimous opposition of users, many users agreed to AOL at the same time the company server E-mail to retaliate, with the result that AOL's E-mail mail server in a paralyzed state, and finally had to apologize to quell public indignation. Network marketing is just soft from the consumer's experience and needs and take pull-type strategy to attract consumers concerned about the marketing effectiveness of enterprises to achieve. Network on the Internet to carry out marketing activities, in particular promotional activities must follow certain rules of network formation of virtual communities, some also known as "netiquette (Netiquette)". Network marketing is soft netiquette rules to follow based on the clever use of marketing to achieve a subtle effect. Marketing theory onnetwork application software in the network marketing sales strategy specific details.(D) Network Integrated MarketingIn the current post-industrial society, the tertiary industry in the development of the service sector is the major economic growth point, the traditional manufacturing-based to being service-oriented development, new service industries such as finance, communications, transportation and other industries the sun at high noon. Post-industrial society requires the development of enterprises must be based on service-oriented, it is necessary to customers as the center, to provide customers with timely and appropriate manner, as appropriate services, the maximum extent possibleto meet customer demand. Internet time and space as a cross-transmission of "superconductive" media, can provide timely customer service is located at the same time interactivity of the Internet can understand customer needs and provide targeted response, so the Internet era can be said to be the most consumers an attractive marketing tool.Network of integrated marketing theory include the following key points:Network marketing requires, first of all the consumers into the entire marketing process to the needs of their entire marketing process from the beginning.Network marketing distribution system for the enterprise as well as stakeholders to be more closely together.Corporate interests and the interests of customers to integrate together.Internet on the role of marketing, you can through the 4Ps (product / service, pricing, distribution, promotion) play animportant role in binding. The use of the Internet traditional 4Ps marketing mix can be better with the customer as the center of the 4Cs (customer, cost, convenience, communication) to combine.1. Products and services to customers as the centerAs the Internet has a very good interaction and guiding the user through the Internet under the guidance of the enterprise to choose the product or service or specific requirements of enterprise customers to choose based on the timely production and requirements and provide timely service, making Customer inter-temporal and spatial requirements are met by the products and services; On the other hand, enterprises can also keep abreast of customer needs and customer requirements in accordance with the timely production and marketing organizations to provide the production efficiency and marketing effectiveness. Such as the United States PC sales company Dell Inc., or a loss in 1995, but in 1996, their sales via the Internet to computers, the performance of 100 percent growth, due to customers via the Internet, you can design in the company's home page to choose and combination of computers, the company's production department immediately upon request, production, and sent through the postal service company, so companies can achieve zero inventory production, especially in the sharp decline in prices of computercomponents of the era, inventory will not only reduce the inventory costs can be avoided also because of losses brought about by high-priced stock.2. Customer acceptable cost pricingThe cost of traditional production-based pricing in the market-oriented marketing is to be discarded. The price of newcustomers should be based on acceptable cost pricing, and based on the cost to organize the production and marketing. Customer-centric enterprise pricing, customers must be the determination of market demand and the price accepted standards, otherwise the cost to the customer to accept the pricing is a castle in the air. Business on the Internet can be very easy to implement, the customer can be made via the Internet acceptable cost, the cost of business in accordance with customers to provide flexible product design and production program for the user to choose until after the customer agrees to confirm the production and marketing organizations, all All these are clients of the server program in the company under the guidance and does not require specialized services and, therefore, extremely low cost. At present, the United States, General Motors Corp. to allow customers on the Internet through the company's own guidance system of the design and assembly of motor vehicles to meet their needs, users first determine the criteria for acceptable price, and then according to the price limit system to meet the requirements of style show vehicle, the user can also be used for appropriate changes, the company producing the final product just to meet the customer requirements of price and performance.3. Products to facilitate the distribution of customer-orientedNetwork marketing is one-to-one distribution channels, cross-selling of space-time, customers can order anytime, anywhere using the Internet and purchase products. Iron and steel manufacturers in France still a Luolin Zinox for example, the company was founded in 8 years ago, because of the introduction of e-mail and the world order system, so that processing time from 15 days to 24 hours. At present, thecompany is using the Internet to provide better than the opponent and more efficient services. The company's internal network and vehicle manufacturers to establish contact so that they could demand the other party promptly after the production ofsteel to each other online.4. Repressively turn promotions to strengthen communication and contacts with customersIs the promotion of traditional enterprises, through certain media or tools of oppression customers to strengthen the company's customers and product acceptance and loyalty, customers are passive and accept the lack of communication with customers and contacts at the same time The high cost of the company's sales. Internet marketing is a one-on-one and interactive, and customers can participate in the company's marketing activities in the past, so the Internet can strengthen communication with customers and contacts and a better understanding of customer needs, attracted more customers agree . The U.S. company Yahoo's new star (Yahoo!) Company to develop a network in Internet information retrieval tools for classification, as the products are highly interactive, the user can think it is important for their classification information to Yahoo Yahoo The company immediately joined the classification of information products for the use of other users, so no need for advertising their products on well known, and in a short span of two years the company's stock market value of billions of dollars, an increase of as much as several hundred times.The main method of Internet MarketingCommonly used methods of network marketing system(1)Search Engine Marketing(2)Email marketing permission(3)Online Advertising(4)Web resource cooperation(5)Viral marketing(6)A membership-based network marketingCommon method for classification of network marketing:Web-based network marketing businessTo carry out Internet marketing does not necessarily have to have their own web site, in the absence of site conditions, enterprises in the network to carry out effectivemarketing. Free web site marketing mainly depends on the network marketing and e-mail marketing virtual community.Web-based network marketing is the subject of network marketing, it's main problem is the web site planning, construction, maintenance people, as well as with other marketing to promote the integration of methods. If the type of e-commerce website, web-based network marketing will be involved in product, price, and other traditional marketing channels and marketing a range of issues to consider.译文：网络营销的技术依据网络营销是基于技术基础设施的计算机网络营销。
4ps营销理论与4cs营销理论的概述4P理论产生于20世纪60年代的美国，随着营销组合理论的提出而出现的。
1953年，尼尔·博登（Neil Borden）在美国市场营销学会的就职演说中创造了“市场营销组合”（Marketing mix）这一术语，其意是指市场需求或多或少的在某种程度上受到所谓“营销变量”或“营销要素”的影响。
为了寻求一定的市场反应，企业要对这些要素进行有效的组合，从而满足市场需求，获得最大利润。
营销组合实际上有几十个要素（博登提出的市场营销组合原本就包括12个要素），杰罗姆·麦卡锡（McCarthy）于1960年在其《基础营销》（Basic Marketing）一书中将这些要素一般地概括为4类：产品（Product）、价格（Price）、渠道（Place）、促销（Promotion），即著名的4Ps。
1967年，菲利普·科特勒在其畅销书《营销管理：分析、规划与控制》第一版进一步确认了以4Ps为核心的营销组合方法，即：产品（Product）：注重开发的功能，要求产品有独特的卖点，把产品的功能诉求放在第一位；价格 (Price)：根据不同的市场定位，制定不同的价格策略，产品的定价依据是企业的品牌战略，注重品牌的含金量；分销 (Place)：企业并不直接面对消费者，而是注重经销商的培育和销售网络的建立，企业与消费者的联系是通过分销商来进行的；促销(Promotion)：企业注重销售行为的改变来刺激消费者，以短期的行为（如让利，买一送一，营销现场气氛等等）促成消费的增长，吸引其他品牌的消费者或导致提前消费来促进销售的增长。
4Ps的提出奠定了管理营销的基础理论框架。
该理论以单个企业作为分析单位，认为影响企业营销活动效果的因素有两种：可控因素(内部环境)：产品、价格、分销、促销；不可控因素(外部环境)：社会、人口、技术、经济、环境/自然、政治、法律、道德、地理。
外文翻译原文Stakeholder Marketing: Beyond the Four Ps and the CustomerMaterial Source: American Marketing AssociationAuthor: C.B. Bhattacharya and Daniel KorschunTo better understand the full impact of marketing on society, there is an urgent need for new research that looks beyond customers as the target of marketing activities and firms as the primary intended beneficiary. A consortium of leading scholars and practitioners was convened to discuss how adopting a stakeholder perspective gives birth to a host of research questions that are relevant to the broader academic community.The Stakeholder Marketing Consortium, a collaborative project between Aspen Institute’s Business and Society Program and Boston University and s upported by the Marketing Science Institute, is a forum for innovative research and collaboration among leading marketing scholars and practitioners that is designed to generate new research that looks beyond customers as the sole target of marketing activities. The consortium is envisioned as a multiyear endeavor that will generate and support new scholarship. The consortium’s first, invitation-only convening, Stakeholder Marketing: Beyond the Four Ps and the Customer, was chaired by C.B. Bhattacharya of the Boston University School of Management and was held at the Aspen Meadows Resort on September 14–15, 2007, in Aspen, Colo. The objective of the conference was to explore new frontiers of marketing by addressing longstanding marketing questions placed within a much broader context—reexamining the customer relationship—and by examining the impacts of marketing activities on a host of other actors (i.e., employees, regulators, investors, and society at large). The conference entailed five academic sessions, each led by a four-member panel of scholars who framed extant knowledge and identified opportunities for further research. The academic sessions were interspersed with perspectives of senior-level practitioners from McKinsey & Company, The Gap, Girl Scouts of America, Visa International, and Frito-Lay. More detailedinformation about this meeting is available at .Session 1: New Role of MarketingSession PanelRohit Deshpandé (Harvard University), Ron Hill (Villanova University), David Mick (University of Virginia), and Madhu Vishwanathan (University of Illinois at Urbana–Champaign).Discussion SummaryCurrent thought in the marketing field tends to be firm centric, with profit maximization as the primary objective; scant attention is devoted to the myriad social actors who affect and are affected by companies (including, but not limited to, employees, investors, suppliers, and regulators). The current conceptualization of marketing was challenged, and the impact of marketing on societal welfare was discussed. It was suggested that both scholars and practitioners need to consider how marketing activity affects a firm’s constituents from the unique perspective of each actor rather than relying exclusively on the myopic lens of a firm’s financial performance. A way to achieve this is through education of business school students. Given that ethics and wisdom can be learned, it was recommended that business schools devote greater effort to incorporating values, ethics, wisdom, and leadership into marketing programs.Much of the current thinking in stakeholder theory is still tied to the classic hub-and-spoke model, in which stakeholders are distinct and mutually exclusive. However, there is growing consensus that a firm’s constituents are actually embedded in interconnected networks of relationships through which the actions of a firm reverberate with both direct and indirect consequences. To understand better how networks of individuals and groups interact through these “porous boundaries,” it was suggested that scholars apply theories and methodologies from other sciences (e.g., ecosystems theory). A systems-based approach may help shed light on the potential tensions and synergies that arise in these networks; the values, needs, and desir es of a firm’s stakeholders are potentially diverse and often present difficult trade-offs for managers. Furthermore, it was advised that managers take an “outside-in” rather than an “inside out” perspective in approaching marketing challenges involving multiple stakeholder groups. In other words, the interests of constituents should not be presumed based on those of marketers or of the firm. Opportunities for Further ResearchThe discussion revealed opportunities to define and conceptualize marketing in a way that reflects and inspires the realization that marketing is fundamentally a “social force” with moral responsibilities and the potential to influence the welfare of society. Researchers should examine the impact of marketing actions on a broader range of constituents than is currently reflected in the literature. Scholars also need to study when and how the impact of these marketing actions on stakeholders reverberates through the entire network of social actors, with both intended and unintended consequences. Finally, further thought is needed on the question whether companies should attempt to change the consumption habits of consumers when the habits appear to run counter to the interest of the consumer.Session 2: New AudiencesSession PanelPeter Dacin (Queen’s University), John Lynch (Duke University), Punam Keller (Dartmouth College), and Barbara Kahn (University of Miami).Discussion SummaryThis session examined whether and how marketing can provide insights into developing relationships between a company and its stakeholders and the limits of extant theory in understanding these relationships. The stakeholder marketing perspective implies a view that is considerably more expansive than is currently found in research on distribution channels. For example, regulators greatly influence exchanges between buyers and sellers, though they are not considered channel members. Developing an understanding of the stakeholder landscape often reveals actors who have considerable influence on a company’s abil ity to innovate and serve the marketplace. However, the needs of stakeholders are not always closely aligned, making collaboration between a company and its stakeholders difficult to implement. Furthermore, despite the common phrase that practitioners shou ld try to “manage” stakeholders, it is still unclear how this can be done and whether stakeholders can be managed at all.译文利益相关者销售:超越4PS和客户资料来源:美国营销协会作者：CB巴特查亚和丹尼尔Korschun为了更好地了解市场对社会产生的各方面影响,目前迫切需要出现一个关于客户营销活动和企业主要营业目的的新研究。
4P营销策略和营销渠道外文文献翻译2014年译文3000多字XXX market。
In this article。
we will discuss the importance of a well-XXX channels that can be used to reach out to potential customers.Marketing StrategyA marketing strategy is a plan of n that a business uses to promote its products or services to its target audience。
It involves identifying the target market。
understanding their needs and preferences。
XXX should be based on the company's strengths and weaknesses。
as well as the XXX present in the market.The first step in XXX n about the target audience。
their preferences。
and their r。
The research XXX needs.Once the product or service is developed。
the next step is to create a marketing plan。
This plan should include the different marketing channels that will be used to reach out to potentialcustomers。
The marketing channels can include advertising。
4P营销策略和营销渠道外文文献翻译2014年译文3000多字XXX of any business that aims to reach its target market and achieve XXX market a product or service。
businesses must XXX audience.Marketing StrategyA XXX It involves identifying the target market。
analyzing the n。
XXX businesses increase brand awareness。
generate leads。
and XXX.XXX nXXX audience。
These channels can include XXX advertising。
n commercials。
and direct mail。
as well as digital methods such as social media。
email marketing。
and search engine XXX.nal Marketing Channelsnal marketing channels have been used for XXX and magazines。
and n commercials。
and direct mail campaigns are all examples of nal marketing channels。
These channels can be effective for reaching a wide audience。
but they can also be XXX.Digital Marketing ChannelsXXX years due to the rise of the。
and social media。
文献出处: Majid. Marketing Strategy and Marketing Channels of Communication[J]. International Journal of Academic Research in Business and Social Sciences, 2014, 4(3): 345-360. 原文Marketing Strategy and Marketing Channels of CommunicationMajidIntroductionNowadays, services dynamic world makes marketing promotions important more than last times. A service should be designed based on the customer needs and its price is realistic. It also is necessary that the services be distributed through convenience distribution channels and be advertised among customers actively. New companies should attempt to regulate their products price appropriately and also make communicational efforts so exactly that be able to make position for them which is attractive for target market customers. Generally, the strategies can be divided into three groups including total, business, and functional strategies. The functional strategies refer to the applied attitude in a business unit for achieving companies and businesses main goals through maximizing resources productivity. Functional strategies include marketing, financial, research and development, production and operations, human resources management, and information systems. So, marketing strategy is considered as a functional strategy.Marketing strategies refer to tools which can be used for achieving goals. These strategies refer to this question “how goals can be achieved?” Marketing design success depends on the efficiency of marketing strategies. It is possible to determine a strategy for every marketing mix elements (Hart, 2003). Indeed, marketing strategy includes different variables that the company can control them or which the company can adapt itself with them so exactly that helps the organization to achieve its goals. Indeed, it is the internal facilities and authorities that can be controlled. On the other hand, demand, competition forces, distribution structure, marketing rules, and non-marketing costs are the main uncontrollable (environmental) variables. The marketing strategy controllable variables include product, price, place, distribution, people (employees), assets, process, and physical equipment.Review of literatureGenerally, marketing mix refers to the marketing managements’ main efforts. After select ing a target market, marketing managers have to develop a systematic sales plan for attracting customers and creating long-term relations with them. Marketing plan is resulted from managerial decisions in terms of marketing mix (product, price, place, and promotion). Indeed, these are the most important parameters which marketing managers allocate company’s resources for them in order to achieve sales and profit goals (Goi, 2009). Review of marketing literature reveals that 4Ps is the most acceptable marketing mix which includes product, price, place (distribution), and promotion. The concept of marketing mix has been introduced by Bourden (1950) for them first time in the frame of 4Ps (Nakhchian, 2009).The services marketing theorists study the differences between services and goods marketing. Smith pointed out that a large part of these efforts are focused on the marketing mix concept. He believes that the services marketing mix is different from good marketing mix. Indeed, he stresses that services marketing requires different decisions than goods marketing. He differentiates services marketing from goods marketing. He suggests that people (employees), physical assets, and processes are other elements of services marketing mix than goods marketing mix. In other words, Smith believes that services marketing mix consists of 7 elements including product, price, place (distribution), promotion, people (employees), physical assets, and processes (Kotler, 2004). ProductProduct refers to a marketing mix element that is related to creativity and development in the product management. Product decisions are very important, as these decisions are related to the production so that satisfy customers’ needs and wants.PricingPrice is one of the fundamental marketing mix elements. Indeed, price should is acceptable for final consumers and determines other marketing mix elements. Services price is a value that services provider make. It should have adaptability with customer perception. If a service price is very high, the customers do not use it and vice versa. In other words, if the service price is low, the customers perceive it as a low-quality and undesirable services. Many services providers offer different types of services for market segments (Kotler, 2004).PromotionPromotional plans are developed for informing target customers from company’s products.Unfortunately, some people think that the effective marketing efforts (providing appropriate services with appropriate price levels in a favorable place for s atisfying customers’ needs and wants) do not need comprehensive advertisements. Generally, promotional efforts include direct marketing, public relations, advertisements, sales promotions (Roosta et al., 2001).Marketing and advertisement professionals like talking about consumption markets, consumers, and customers. On the other hand, public relations specialists interest in publicity, audience, and stakeholders. These groups are the people who are influenced by company and also influence it. From their perspective, public relations are free from any encouragement and persuasion. Indeed, the ideal purpose of public relations is to create perception and cooperation by which two-way dialogue will be possible. Based on the definition, marketing efforts are developed in order to encourage customers and consumers for purchasing and consuming goods and services (Willcocks, 2007).PlacePlace (distribution) refers to the process of delivering products to the customers sufficiently and minimizing transportation and saving costs. In other words, place or distribution is the process of providing services in the best place and time and in a best manner.Functions of distribution channelAs indicated in the previous sections, distribution channel is a system by which products are transmitted from producers to the customers. The members of distribution channel are obligated to do the following functions:1. Information: collecting necessary information for planning2. Advertisement: preparing and broadcasting persuasive information about products3. Contact: finding and contacting potential buyers.4. Adaption: forming and preparing products which are adaptable with buyers’ taste and desires.5. Negotiation: negotiating about price and other transaction conditions.Offensive marketingIn in the end of 20th century, marketing professionals found that the successful marketing is not the sum of marketing employees’ common and day-to-day marketing efforts. They point out that marketing is a phenomenon which consists of thoughts, actions, competition, and process ofmarketing design. Davishen (2000) suggests a modern marketing theory which is known as offensive marketing. The reason is that the common approach to marketing is a utility approach. The profit secures busin ess’ survive. This is the main factor which makes marketing efforts as the leader in every company. In order to use offensive marketing approach, it is necessary that not only the company is free from bureaucratic process and procedures, but also it is followed that a good marketing effort is possible through agility and economic capability.Nowadays, it has been forgotten, as successful marketing is creation of opportunity which derives from appropriate attitudes, organizing, and marketing techniques. This is why that offensive marketing approach offers a simple formula which refers to the implementation of fundamental marketing plans through hardworking and happy employees. The present study has been aimed to introduce aggressive, marketing approach as an effective approach is development of internal and international marketing among businesses.Offensive marketingIt is very difficult to find a sound and agreed definition of marketing. Some authors consider marketing as a price management technique and some others refer to marketing from financial perspective. There are a third group of authors who consider marketing as a combination of both previous techniques. On the other hand, some authors consider marketing as an organizational department and some others believe that marketing is the factor of sales. The consulters of Oxford Company point out that effective management of customer benefits is the best definition for marketing. It is should be remembered the construct of “customers” refers to both inter nal and external customers in which external customers are products buyers and internal ones are organizational members (employees). The concept of “customer benefits” refers to the appropriate combination of price and quality. In this regard, management is the process of acquiring or producing customer benefits in the goods and services. Although this definition of marketing, profitability of the marketing process is not referred, but the concept of effective management shows the importance of producing customer benefits.It is should be remembered that marketing is considered as an administrative function in many companies and employees of other departments do not play any role in the marketing process, as they have not any contact with external customers. Offensive marketing attempts to change this meaning so that any organizational member considers his/herself as a marketer. Inoffensive marketing approach, marketing requires that every organizational member has a role in delivering customer value by which the organization will achieve its organizational goals. In such as approach, marketing professionals have to educate other departments’ employees.Based on the offensive marketing approach, every organizational member follow two main goals. The first is increasing customer benefits which results from goods and services sale. The second is achieving higher levels of profitability more than industry’s common profit level. In this process, the offensive marketer paves the ground for pure production. Their ideal purpose is to produce goods and provide services with high quality and low price. Indeed, price and quality are the main fundamentals of customer priority. Indeed, when the company achieves the most profitability that its customer perceive a good quality with appropriate price. Undoubtedly, it is difficult to find and maintain a condition in which the company achieves the most profitability. Customer benefits are actual phenomenon which focuses on the customer’s objective criteria. Maintaining these criteria requires continuous performance improvement, as the best improvements and innovations in the products will be duplicated by competitors. As a result, competitors enter the market with better performance. On the other hand, increase in the customers’ experiences in different areas results in more expectations in them. This is why that the company will be unsuccessful, if it cannot improve its products continuously. As a result, the customers go toward competitors. It should not be forgotten that there is a significant relationship between satisfying customers’ needs and wants and company’s profitability. In other words, customers’ loyalty to products is a gift that the customer gives to the organization. It can be seemed that the companies with higher levels of customer loyalty achieve more profitability. It is should be remembered that both internal and external customers evaluate the products based on a single criterion: “are the products satisfy the customers’ needs and wants?” customer satisfaction has a deeper meaning in offensive marketing literature. Indeed, it refers that the company should adapt its strengths with appropriate market opportunities in a best manner. Also it refers that the company should do its efforts with low costs in order to satisfy its customers’ needs and wants. Indeed, business should consider themselves as the customers’ agent. The most important competitive advantage of Japanese companies such as Toyota is their capability in creating and maintaining customer benefits. Th e phrase of “achieving high profitability” means that the businesses should be able to better than their competitors in terms of main criteria such as sales,return on investment, and economic added-value. It is the customer benefits that make customer loyal to the company. Offensive marketing focuses on the long-term growth management. If a company invests in producing goods and providing services in accordance with customers’ needs and wants continuously, it will be able to improve its customers’ benefits and achieve its short-term and long-term goals.译文营销策略和营销沟通渠道马吉德引言如今,服务动态的世界使市场营销活动的重要重要性扩大了一倍以上。
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-martMetaxas D.AbstractRetail 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; Retail1 Literature reviewMarketing (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, tothe 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 profileWal-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 analysis3.1 Product strategy analysisRefers 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 analysisIn 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 adisadvantage. 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 strategyRetail 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 analysisPromotion (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 strategy4.1Analysis of customer strategyRetail 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 strategyHere 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'spsychological 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 strategyCustomers 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 strategyUnder 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。
