原文：
Coke CEO: We will be stronger than before
——Energy drinks still buzzing in Europe ：Mainstream appeal Coca-Cola Chief Executive Muhtar Kent said Friday that the world's biggest beverage company would emerge from the global financial crisis stronger than it went in.
"In a funny way, as I've said, there are many opportunities: We will not waste this crisis," he told financial analysts at the Consumer Analyst Group of New York conference. "We feel we will emerge out of this stronger."
Kent also said advertising dollars are more powerful in this environment, and the company planned to keep spending to promote its brands.
"The airwaves are cleaner, the cost of advertising is much lower," Kent said. "You get much better bang for your buck, in terms of how you reach consumers."
In addition to trademark Coke, the company sells Sprite, Fanta, VitaminWater, Dasani bottled water and Minute Maid orange juice.
Atlanta-based Coke launched a new global marketing campaign last month that is running simultaneously with a push by PepsiCo Inc., the second biggest beverage maker. Industry watchers say the ad blitzes are designed to lure American consumers back to soft drinks, a cheap indulgence that appeals to shoppers who want to spend less.
"We deliver simple moments of pleasure," Kent said.
Coca-Cola Co. and PepsiCo, based in Purchase, N.Y., both have said their focus will be to turn around the market for soda in North America.
Soft drink sales have been in decline for years as consumers grew concerned about the high-fructose corn syrup that sweetened the drinks. The drinks makers hope innovations like stevia-based sweetener will help stem falling sales and eventually bring revenue growth back in line with population growth.
Both have also introduced 16-ounce drink sizes to be sold for 99 cents.
Shares of Coke fell 35 cents to $42.95 in midday trading while PepsiCo shares fell 45 cents to $51.75.
Category fatigue that has blighted other segments of the beverage industry such as bottled water and carbonated drinks, is not affecting energy drinks which continue to
draw in more and more users.
Figures on the drinks scene in Western Europe compiled by beverage market analyst, Zenith International, reveal a market valued at €3.76m in 2007, with growth at 11 per cent over the previous year, for a total of 487m litres. Sales would broach 700m litres in 2012.
There are no signs of a slow-down as consumer acceptance of energy drinks builds. Zenith predicts growth of eight per cent for the next five years.
Multi-billion selling, category pioneer, Red Bull, will continue to dominate sales in Western Europe – it continues to hold about 60 per cent of the market – and Zenith gives no indication that this will change any time soon, despite increased competition. Red Bull is sold in more than 140 countries and the slimline can format it pioneered remains the package of choice across all brands although Coke‘s Relentless and others come in other shapes and varieties such as a 500ml can Relentless comes in.
Coca-Cola‘s Burn had overtaken Shark to take second place, with MBG International Premium Brands-owned Effect in third and Relentless the fifth highest seller.
―Intensifying competition, effectiv e marketing support and increased consumer acceptance as well as loyalty have been key contributors to current growth,‖ said Zenith market intelligence director, Gary Roethenbaugh.
―Manufacturers have been extending distribution and developing more mainstr eam appeal, targeting a wider range of consumer groups. This has resulted in a shift of emphasis towards the retail channel.‖
The top 10 brands accounted for 75 per cent of sales, Zenith found, with taurine and caffeine products making up 74 per cent of products.
The UK, Germany and Spain accounted for 56 per cent of West European volume, while France, which recently permitted taurine as an ingredient after banning it for many years, was the fastest growing market.
Ireland, Denmark and Spain also demonstrated rapid growth, albeit from varying volume levels. Ireland had the highest consumption per person at 7.7 litres, followed by Austria and Switzerland on 5.4 litres and 2.4 litres respectively.
译文：
可口可乐CEO：我们将比以前更强大
——能量饮料在欧洲依旧盛行：主流需求呈现周五，可口可乐CEO Muhtar Kent说这家世界最大的饮料公司将摆脱全球经济危机并发展得比以前更加强大。
“这很有趣，正如我说过的一样，有非常多的机会，但我们不会浪费这次危机（的机会），”在纽约会议上他告诉消费者分析集团的财务分析员：“我们将摆脱这次危机并变得更加强大。”
Kent同时表示目前环境下，广告投入的现金更有威力，公司计划保持品牌提升推广方面的开支。
“广播电视都比以前清净了，广告成本也低了很多。”Kent说：“就你如何触及到你的消费者而言，你花出的金钱更有回报”
除了可口可乐商标以外，该公司还销售雪碧，芬达，VitaminWater，Dasani 瓶装水和Minute Maid橙汁。
位于亚特兰大的可口可乐在上个月实施了新的全球市场营销活动，这几乎与第二大的饮料公司百事的推进保持同步。行业观察者说广告“大战”是用来吸引消费者重新回到碳酸饮料，在购买者准备省钱的时候，这种便宜的（碳酸饮料）爱好更有吸引力。
“我们提供简单的快乐时光。”Kent说道。
可口可乐和位于纽约Puchase的百事都表示他们的重点将放在扭转北美的碳酸饮料市场。
这几年碳酸饮料的销售一直在下滑，而使用高果糖玉米糖浆的饮料的消费者在增长。饮料制造商希望类似基于甜菊糖的甜味素创新可以帮助遏制销售下滑，并随着人口的增长，最终带来销售额的增长。
两家都推出了16盎司包装的饮料，售价99美分。
在午间的股市上，可口可乐的股票为42.95美元，下跌35美分；百事为51.75美元，下跌45美分。
消费者对饮料品种细分的审美疲劳已经严重打击了行业内瓶装水和碳酸饮料的销售，但这丝毫没有影响到能量饮料在市场中的持续走俏。
饮料市场研究机构Zenith International指出：2007年，西欧饮料市场的总价值已达3,760,000英镑，比上年增长11个百分点，售出总量487,000,000升，到
2012年这个数字更将高达700,000,000升。
没有任何迹象显示消费者对能量饮料的热情会有所减少。Zenith更是预测接下来五年能量饮料将可实现达8%的增长。
红牛作为一家拥有数十亿销售额的饮料细分市场的先驱，将继续领跑西欧能量饮料市场，牢牢占据60%的市场份额。除了新竞争者的加入，Zenith并没有暗示红牛在短期内可能存在的任何变数。
虽然可口可乐的Relentless及其他竞争者也推出了多种包装和规格（譬如已经推出500毫升装的Relentless）。但作为一种在超过140个国家都有销售的饮料，红牛的修长包装依然在所有其他同类品牌的产品中延续其领先地位。
在MBG国际品牌评选中，可口可乐的Burn饮料已经超过Shark饮料升至销量榜第二名，而其Relentless饮料排名第五。
Zenith市场资讯总监Gary表示：“更高强度的竞争，有效的市场支持，提升消费者的接受度和忠诚度已经成为促进销售增长的关键！”
“饮料生产商们正以寻求更广泛的消费群为目标，扩大分销范围并不断开发主流市场需求。同时这也造成生产商们将关注重点转移至零售渠道。”
Zenith发现，排名前十位的品牌共占据了75%的销售份额，而在所有产品中有74%都含有牛磺酸和咖啡因。
英国、德国和西班牙占到了西欧市场56%的份额，而法国则是增长最快的市场，要知道在法国牛磺酸曾被禁止作为食品原料多年，其直到最近才刚被解禁。
而爱尔兰、丹麦和西班牙市场也都不同程度呈现出快速增长的趋势。其中爱尔兰的人均能量饮料消费为最高，达到人均7.7升，紧随其后的是澳大利亚和瑞士，分别达到5.4和2.4升。
原文：
Coca Cola's Coup in China
At least initially, the stock market seemed less than impressed with Coca-Cola‘s $2.4 billion acquisition of the Chinese juice maker Huiyuan. In late-morning trading Wednesday, shares of the Atlanta-based drink maker were down slightly.
But while the price that Coca-Cola paid —three times the juice maker‘s market value —seems heady, it could eventually look cheap given that Huiyuan dominates the juice market in the largest and fastest-growing country on the planet, where foreign takeovers are rare and difficult.
Coca-Cola bought the juice maker for about six times its 2007 revenues, whereas Coca-Cola, arguably one of the world‘s premier beverage companies, trades at only four times its 2007 revenues. If Coca-Cola had paid such a high price for a company in the United States — or, frankly, anywhere else in the world — its stock would have been punished far more severely.
But the $2.4 billion price tag gives Coke something extremely unusual: control of a Chinese company.
The Chinese government resists foreigners coming in and gobbling up home-grown companies —even ones like Huiyuan, which wasn‘t doing so well. After all, China is a reforming communist state where private property rights were introduced just a few years ago.
Letting foreign companies in the country to market their products was also a big step, although one that has largely been accepted.
But letting a foreigner completely take over a domestic company has been all but impossible — even for Coca-Cola, which has been in China since 1979 and is very much part of the fabric of Chinese society. (Coca-Cola was also one of the most prominent sponsors of the Beijing Olympics.)
By contrast, Coca-Cola is gaining full control of Huiyuan. That will allow Coca-Cola to bring its marketing, logistics and brand recognition to Huiyuan while retaining the company‘s ―guanxi,‖ or personal network. China is still a country where it matters whom you know. By retaining the company‘s powerful — and now extremely rich —chairman, Zhu Xinli, Coca-Cola has increased its own ―guanxi‖ in the country, which
could help it secure more deals.
Furthermore, letting Coca-Cola take control of Huiyuan could help the Chinese government reach one of its major goals: international recognition for its domestic brands.
Coca-Cola can help Huiyuan expand rapidly throughout the world, which could open the door to other Chinese companies eager to expand outside the motherland. If Coca-Cola is successful, the Chinese government will undoubtedly be pleased, which can only help Coca-Cola in further business dealings.
Coca-Cola has acknowledged that the acquisition will be a drag on its earnings for the next couple of years. But if the deal looks extremely expensive based on pure fundamentals and valuation metrics the other perks and strong growth prospects could make this deal look nicely priced in the end.
可口可乐在中国的妙举
可口可乐以24亿美金收购了中国果汁制造商汇源，股市对此好像并不感冒，至少最初几天是这样。星期三上午晚些时候，这个总部在亚特兰大的饮料制造商的股票略有下降。尽管可口可乐支付的价格——三倍于惠源的市场价——看起来有些欠思考，但是终究会物超所值，因为汇源统领了地球上最大的且增长最快的果汁市场，在那里，居统领地位的外国公司很少，且外国公司要统领这个市场相当困难。
可口可乐以汇源07年收入总额的六倍收购了该公司，而作为世界最大饮料公司之一，可口可乐只花了07年收入总额的4倍完成了交易。如果可口可乐用如此高的价格收购一家美国公司——或者坦白的说世界其它地方任何一家公司——它的股票会跌得更惨。
可口可乐利用24亿美金的价格，买到了奇珍异宝：一家中国公司的控制权。
中国政府阻止外国公司进入吞并中国本土公司——像汇源这种经营不利的公司也不例外。毕竟，中国是一个在改革中的社会主义国家，几年以前才引进知识产权。尽管可口可乐在中国已被广泛的接受，但是允许外国公司进入中国去经营管理他们的产品，这是中国迈出的很大的一步，但是让一家外国完全掌管一家国内公司几乎是不可能的——尽管可口可乐在1979年就进入了中国，且已经成为中国社会的不可或缺的一部分，这一点对它来说也是一样。（可口可乐也是北京奥运会的最突出的赞助商之一。）
相反的，可口可乐完全控制了汇源。可口可乐在保留汇源的“关系”——即私人关系网——的同时，还把可口可乐的营销、物流以及商品标识带进了汇源。在中国，人际关系网仍然非常重要。通过保留汇源神通广大的且相当有钱的主席朱新礼，可口可乐扩张了它在中国的关系网，这能使它赢得跟多的生意。
不仅如此，让可口可乐掌管汇源，中国政府也可以达到它的主要目的：为国内品牌获得国际认可。可口可乐可以帮助汇源快速地在世界范围内扩张，这给其他的想要走出国门的中国公司开了一扇窗。如果可口可乐成功了，毫无疑问中国政府会很满意，这有利于可口可乐未来的商务前途。
可口可乐也意识到，本次收购会给未来几年的收入拖后腿。如果从单纯的理论角度和价值分析来看，这次交易是太昂贵，但是从额外利益和强劲增长前景来看，这样的出价是很明智的。
Influences of the Intended Target Audiences on the Language Features and the Tone of the Language and Historical Evolution of Language Features used in Coca Cola Advertisements
The primary target audiences of Cola advertisements may alter according to the theme of the advertising campaign of a particular ad. In order to attract their intended group of audiences, both the written and visual features and also the tone of the language are inclined to convey the purpose of each ad more clearly and fluently.
1. Coca Cola ONE is a biased ad; it is aggressively directed at the females of the upper class. The use of the dominant visual feature of a gracious lady dressed elegantly reveals this and it consequently helps to attract the intended group more. Furthermore the connotations given through the visuals are royal and superior, so that the upper class feels more convinced that Coca Cola is the drink for them.
2. Once again, Coca Cola TWO is also a biased ad, as it focuses mainly on one particular group of people, and that is the soldiers. The hot prospect would definitely be the American soldiers overseas, and the warm prospect could be the European soldiers who have never tried Coca Cola before. This is revealed by the dominant visual feature, in which two soldiers, fully armed, are smiling when they see the Coca Cola ad. To ensure the ad is more appropriate for this group of audiences, various prospects of war are added to the visuals, e.g. a warship, weapons, etc. The tone of the language is influenced together with the visuals, gloomy for the dark side (the war side), and cheerful for the bright side (the Coca Cola side).
3. I felt that Pepsi ONE appeals to a wider demographic because I think it is aimed at a broader range of age groups. So to make sure that the ad is suitable for a wider range, the language features are made to be acceptable for all age, gender, status, etc. groups. Even though Pepsi has always been targeting at young people, to maximize its market and consequently its profit, this particular ad has broadened its language features used. Key catch phase and words in the ad, such as ?famous‘, ?original‘ ?healthful‘, etc. they appeal to all age, gender, status, groups, therefore I say that this
ad appeals to a wider population of the crowd. As for the tone of the language, it is convincing, so that all the audiences will feel reassured.
4. Another biased ad is Pepsi TWO; it is mostly directed at the younger generation of the crowd. I found out that in order to achieve this, certain words like ?young‘ or ?livelier‘ are used to attract this particular group‘s attention. The written features are also influenced in ways to appeal to these target audiences, such as sentences are made to be short, because young people may not be patient enough to read a massive paragraph; some words are deliberately written in lower case. The visual features are made to be more colorful; and the dominant visual feature also depicts two young people, to reveal the intended target audiences. The tone of the language is more energetic, positive, active and fast-paced, with the help of usage of lots of exclamation marks which is to indicate the strong energetic feeling; and minor sentences are used to increase the reading speed.
Accordingly, the intended target audiences have a great impact on the language features and the tone of the language used. Because they have to be made appropriate and acceptable to the target market, so then more audiences will be attracted to the ad and more likely to purchase their products.
I have discovered quite a few language features, both written and visual, that have managed to remain in all three chosen advertisements, with approximately 100 years in between my oldest and newest one. Therefore these features are said to ?characterize‘ this type of language. Use of adjectives, slogan and minor sentences are the representatives of written features. There is at least one of each in all three Coca Cola ads; adjectives make the most frequent appearances, while the other two appear only once or twice. The slogan ?delicious and refreshing‘ remains the same for over 40 years. For the visual features, logo and use of reverse text are the winners, making an appearance of at least once. The logo, especially to mention, hasn‘t changed much over the century. The reason for using these techniques repeatedly over the years must be that they have a high effectiveness in persuading the target audiences and convey their message clearly. They all seem to be an essential part of Coca Cola advertising.
Distinctive techniques are incorporated in some Coca Cola advertisements to be more successful in emphasizing on their message. For Coca Cola, the language has
definitely changed over the time, but not necessarily significant. The gradual vanishing of the amount in words and consequently written features is witnessed in the three Coca Cola ads. The most obvious change in visual features would be the change in colors, from firstly black and white, to colorful and lastly to very colorful. Border was present in the first two ads, but it‘s taken out in the last one. In the most recent Coca Cola ad has integrated two brand new techniques –visual symbolisms and montage. They have become the highlight of that particular ad. The differences and changes may be due to the alteration of target audiences as well as the developments in technology as time goes by.
译文：
目标观众对广告语言的特点和基调的影响及可口可乐广告语的历史演变
对于特定的广告，会因为广告的主题不同而针对不同的目标客户。为了吸引预期的目标客户，无论是广告的文字和视觉特征以及广告的基调，都是为了保证广告更清楚和顺利地传达的目的。
1 可口可乐公司的第一个广告是一个具有偏向性的广告，主要针对女性的上层阶级客户。主要的视觉形象是一个优雅的贵妇，身着高贵表明其身份阶层，因此该广告很容易吸引更多的预期客户。此外，通过皇室贵族的视觉效果，上层阶级觉得更加坚信，可口可乐公司是为他们设计的饮料。
2 另外，可口可乐公司的第二个广告也是一个具有偏向性的广告，主要侧重于某一特定人群——士兵。炎炎夏日下，身在海外的美国士兵和没有尝过可口可乐的欧洲士兵。广告的视觉形象是两名全副武装的士兵，当他们看到可口可乐，面露微笑。为了确保广告是更适合这一群观众，加入了各种战争背景元素，例如军舰，武器等，而与此同时营造了暗淡，黑暗的基调（战争方），和与此相反的开朗为光明的基调（可口可乐方）。
3 我觉得百事可乐的第一个广告将吸引更多的顾客，因为其目标客户群更为广泛。因为为确保广告适合更广泛的客户群，其广告语适合各种年龄，性别，地位等团体。尽管百事可乐公司一直是针对年轻的人，尽量扩大其市场份额和利润，语言文字的使用使这个广告效应得以延伸。关键词语，如“著名的“，“原”，“健康”等，适用于所有年龄段，男性女性，不同地位，团体和企业，所以我认为这个广告呼吁更广泛的人群。而具有说服力的语言基调，让所有的观众比较放心。
4 另一则具有偏向性的广告是针对年轻一代的Pepsi TWO。我发现为了实现这一点，采用了诸如“青少年”或“活泼”的字眼，用来吸引这个客户群的注意。在文字上也做了相应调整，如简短的语句，一些单词故意小写，因为年轻的人没什么耐心阅读大段文字。采用更多的色彩，视觉形象也采用了两位年轻的人，直指目标客户。广告的基调充满活力，积极，主动和快节奏，使用大量的惊叹号，强烈彰显出充满活力的感觉;短句则用来提高阅读速度。
因此，预期的目标客户对广告语的文字和基调都有很大的影响。因为广告需要进行调整让客户接受，那么，更多的观众将被广告吸引，从而购买其产品。
在这百年历史中的三个广告中，我发现了不少文字和视觉广告语特点。总结为使用形容词，口号和短语。所有三个可口可乐公司的广告都使用了至少其中一种;形容词使用最为频繁，而其它两种，出现一到两次。口号“美味，神清气爽”40年没有变过。视觉效果方面，口号和反向的文字胜出。值得注意的是这个口号一个世纪都没有怎么变化。一直使用的原因是其在吸引客户、传情达意方面颇具成效，并转达他们的讯息清楚。这些技术的应用是可口可乐的广告不可或缺的部分。
可口可乐的广告中采用的独特的技术，更加成功地强调其传递的讯息。可口可乐公司的广告随时间逐渐变化，但变化微小。三个可口可乐的广告中，我们发现书面文字的逐渐消失。最明显的变化，视觉形象上最大的变化是颜色的变化，从最早的黑与白到现在五彩斑斓。在最近期的可口可乐广告已整合两个全新技术-视觉标识和蒙太奇手法，成为其广告最显著的特色。这样的改变是随着其预期的目标客户的变化以及技术的日新月异而发展。
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：
顾客满意策略与顾客满意营销 原文来源：《Marketing Customer Satisfaction 》自20世纪八十年代末以来, 顾客满意战略已日益成为各国企业占有更多的顾客份额, 获得竞争优势的整体经营手段。 一、顾客满意策略是现代企业获得顾客“货币选票”的法宝随着时代的变迁, 社会物质财富的极大充裕, 顾客中的主体———消费者的需求也先后跨越了物质缺乏的时代、追求数量的时代、追求品质的时代, 到了20世纪八十年代末进入了情感消费时代。在我国, 随着经济的高速发展,我们也已迅速跨越了物质缺乏时代、追求数量的时代乃至追求品质的时代, 到今天也逐步迈进情感消费时代。在情感消费时代, 各企业的同类产品早已达到同时、同质、同能、同价, 消费者追求的已不再是质量、功能和价格, 而是舒适、便利、安全、安心、速度、跃动、环保、清洁、愉快、有趣等,消费者日益关注的是产品能否为自己的生活带来活力、充实、舒适、美感和精神文化品位, 以及超越消费者期望值的售前、售中、售后服务和咨询。也就是说, 今天人们所追求的是具有“心的满足感和充实感”的商品, 是高附加值的商品和服务,追求价值观和意识多元化、个性化和无形的满足感的时代已经来临。 与消费者价值追求变化相适应的企业间的竞争, 也由产品竞争、价格竞争、技术竞争、广告竞争、品牌竞争发展到现今的形象竞争、信誉竞争、文化竞争和服务竞争, 即顾客满意竞争。这种竞争是企业在广角度、宽领域的时空范围内展开的高层次、体现综合实力的竞争。它包括组织创新力、技术创新力、管理创新力、产业预见力、产品研发力、员工向心力、服务顾客力、顾客亲和力、同行认同力、社会贡献力、公关传播沟通力、企业文化推动力、环境适应力等等。这些综合形象力和如何合成综合持久的竞争力, 这就是CSft略所要解决的问题。CS寸代,企业不再以“自己为中心”,而是以“顾客为中心”；“顾客为尊”、“顾客满意”不再是流于形式的口号, 而是以实实在在的行动为基础的企业经营的一门新哲学。企业不再以质量达标, 自己满意为经营理念, 而是以顾客满意, 赢得顾客高忠诚度为经营理念。企业经营策略的焦点不再以争取或保持市场占有率为主, 而是以争取顾客满意为经营理念。因此, 营销策略的重心不再放在竞争对手身上而是放在顾客身上, 放在顾客现实的、潜在的需求上。当企业提供的产品和服务达到了顾客事先的期望值, 顾客就基本满意；如果远远超越顾客的期望值, 且远远高于其他同行, 顾客才真正满意；如果企业能不断地或长久地令顾客满意, 顾客就会忠诚。忠诚的顾客不仅会经常性地重复购买, 还会购买企业其它相关的产品或服务；忠诚的顾客不仅会积极向别人推荐他所买的产品, 而且对企业竞争者的促销活动具有免疫能力一个不满意的顾客会将不满意告诉16-20个人, 而每一个被告知者会再传播给12-15个人。这样, 一个不满意者会影响到二、三百人。在互联网普及的今天, 其影响则更大。据美国汽车业的调查, 一个满意者会引发8笔潜在的生意, 其中至少有一笔会成交。而另一项调查表明, 企业每增加5%的忠诚顾客, 利润就会增长25%-95%。一个企业的80%的利润来自20%的忠诚顾客；而获取一个新顾客的成本是维持一个老顾客成本的6倍。所以,美国著名学者唐?佩 珀斯指出: 决定一个企业成功与否的关键不是市场份额, 而是在于顾客份额。 于是, 企业纷纷通过广泛细致的市场调研、与消费者直接接触、顾客信息反馈等方式来了解顾客在各方面的现实需求和潜在需求。依靠对企业满意忠诚的销售、服务人员, 定期、定量地对顾客满意度进行综合测定, 以便准确地把握企业经营中与“顾客满意” 目标的差距及其重点领域, 从而进一步改善企业的经营活动。依靠高亲和力的企业文化、高效率的人文管理和全员共同努力, 不断地向顾客提供高附加值的产品, 高水准的亲情般的服
E---MARKETING (From:E--Marketing by Judy Strauss,Adel El--Ansary,Raymond Frost---3rd ed.1999 by Pearson Education pp .G4-G25.) As the growth of https://www.doczj.com/doc/f011133003.html, shows, some marketing principles never change.Markets always welcome an innovative new product, even in a crowded field of competitors ,as long as it provides customer value.Also,Google`s success shows that customers trust good brands and that well-crafted marketing mix strategies can be effective in helping newcomers enter crowded markets. Nevertheless, organizations are scrambling to determine how they can use information technology profitably and to understand what technology means for their business strategies. Marketers want to know which of their time-ested concepts will be enhanced by the Internet, databases,wireless mobile devices, and other technologies. The rapid growth of the Internet and subsequent bursting of the dot-com bubble has marketers wondering,"What next?" This article attempts to answer these questions through careful and systematic examination of successful e-mar-keting strategies in light of proven traditional marketing practices. （Sales Promotion;E--Marketing；Internet；Strategic Planning ） 1.What is E--Marketing E--Marketing is the application of a broad range of information technologies for: Transforming marketing strategies to create more customer value through more effective segmentation ,and positioning strategies；More efficiently planning and executing the conception, distribution promotion,and pricing of goods,services,and ideas;andCreating exchanges that satisfy individual consumer and organizational customers` objectives. This definition sounds a lot like the definition of traditional marketing. Another way to view it is that e-marketing is the result of information technology applied to traditional marketing. E-marketing affects traditional marketing in two ways. First,it increases efficiency in traditional marketing strategies.The transformation results in new business models that add customer value and/or increase company profitability.
Positioning in Practice Strategic Role of Marketing For large firms that have two or more strategic business units (SBUs), there are generally three levels of strategy: corporate-level strategy, strategic-business-unit-level (or business-level) strategy, and marketing strategy. A corporate strategy provides direction on the company's mission, the kinds of businesses it should be in, and its growth policies. A business-level strategy addresses the way a strategic business unit will compete within its industry. Finally, a marketing strategy provides a plan for pursuing the company's objectives within a specific market segment. Note that the higher level of strategy provides both the objectives and guidelines for the lower level of strategy. At corporate level, management must coordinate the activities of multiple strategic business units. Thus the decisions about the organization's scope and appropriate resource deployments/allocation across its various divisions or businesses are the primary focus of corporate strategy.Attempts to develop and maintain distinctive competencies tend to focus on generating superior financial, capital, and human resources; designing effective organizational structures and processes; and seeking synergy among the firm's various businesses. At business-level strategy, managers focus on how the SBU will compete within its industry. A major issue addressed in business strategy is how to achieve and sustain a competitive advantage. Synergy for the unit is sought across product-markets and across functional department within the unit. The primary purpose of a marketing strategy is to effectively allocate and coordinate marketing resources and activities to accomplish the firm's objectives within a specific product-market. The decisions about the scope of a marketing strategy involve specifying the target market segment(s) to pursue and the breadth of the product line to offered. At this level of strategy, firms seek competitive advantage and synergy through a well-integrated program of marketing mix elements tailored to the needs and wants of customers in the target segment(s). Strategic Role of Positioning Based on the above discussion, it is clear that marketing strategy consists of two parts: target market strategy and marketing mix strategy. Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning. Marketing mix strategy refers to the process of creating a unique
文献出处: Dalman, M. Deniz, and Junhong Min. "Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect." International Journal of Marketing Studies 6.5 (2014): 63-72. 原文 Marketing Strategy for Unusual Brand Differentiation: Trivial Attribute Effect Dalman, M. Deniz & Junhong Min Abstract This research investigates that brand differentiation creating superior values can be achieved not only by adding meaningful attributes but also meaningless attributes, which is called "trivial attribute effect." Two studies provided empirical evidences as following; first, trivial attribute effect creates a strong brand differentiation even after subjects realize that trivial attribute has no value. Second, trivial attribute effect is more pronounced in hedonic service category compared to the utilitarian category. Last, the amount of willingness to pay is higher when trivial attribute is presented and evaluated in joint evaluation mode than separate evaluation mode. Finally, we conclude with discussion and provide suggestions for further research. Keywords: brand differentiation, evaluation mode, service industry, trivial attribute Introduction Problem Definition Perhaps the most important factor for new product success is to create the meaningful brand differentiation that provides customers with superior values beyond what the competitors can offer in the same industry (Porter, 1985). Not surprisingly, more than 50 percent of annual sales in consumer product industries including automobiles, biotechnology, computer software, and pharmaceuticals are attributed to such meaningful brand differentiation by including new or noble attributes (Schilling &Hill, 1998). However, the brand differentiation that increases consumer preference is not only by introducing meaningful attributes but also meaningless attributes. For
市场营销策略外文文献及翻译 Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails
外文翻译 原文 Marketing Material Source：Marketing Management Author：Philip Kotler Marketing Channels To reach a target market, the marketer uses three kinds of marketing channels. Communication channels deliver messages to and receive messages from target buyers. They include newspapers, magazines, radio, television, mail, telephone, billboards, posters, fliers, CDs, audiotapes, and the Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads). The marketer uses distribution channels to display or deliver the physical product or service to the buyer or user. There are physical distribution channels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distributors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings. Supply Chain Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, the supply chain for women’s purses starts with hides, tanning operations, cutting operations, manufacturing, and the marketing channels that bring products to customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is
Marketing Strategy Market Segmentation and Target Strategy A market consists of people or organizations with wants,money to spend,and the willingness to spend it.However,within most markets the buyer' needs are not identical.Therefore,a single marketing program starts with identifying the differences that exist within a market,a process called market segmentation, and deciding which segments will be pursued ads target markets. Marketing segmentation enables a company to make more efficient use of its marketing resources.Also,it allows a small company to compete effectively by concentrating on one or two segments.The apparent drawback of market segmentation is that it will result in higher production and marketing costs than a one-product,mass-market strategy.However, if the market is correctly segmented,the better fit with customers' needs will actually result in greater efficiency. The three alternative strategies for selecting a target market are market aggregation,single segment,and multiple segment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, a company still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entails selecting two or more segments and developing a separate marketing mix to reach segment. Positioning the Product Management's ability to bring attention to a product and to differentiate it in a favorable way from similar products goes a long way toward determining that product's revenues.Thus management needs to engage in positioning,which means developing the image that a product projects in relation to competitive products and to the firm's other products. Marketing executives can choose from a variety of positioning strategies.Sometimes they decide to use more than one for a particular product.Here are several major positioning strategies:
附件1：外文资料翻译译文 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层
营销策略外文翻译文献 (文档含中英文对照即英文原文和中文翻译)
译文: 营销策略 内容提要：为了组织的销售能是成功的，它需要根据一个营销策略计划来帮助保证其努力的目标和宗旨与市场的需要想吻合。营销策略审查市场以确定潜在顾客的需要，竞争者的战略和市场地位，并且尝试制定出一套能使组织在市场上获取或维护竞争优势的相关战略。有一些因素会对营销策略计划的发展造成冲击性的影响，它包括内部因素例如组织的财产、技能和组织文化，外在因素例如各种各样的市场驱动者、市场或产业运作方式、战略窗口和竞争的本质。一个优选的营销策略计划也需具备一套意外情况防备策略以应对市场治理及组织生产能力的不确定性。 关键词：竞争优势竞争策略市场地位市场份额营销销售计划组织文化营销策略 营销策略简述 无论组织的产品或服务多么好，除非它们的价值能被传达给潜在的顾客，否则组织依然无法实现它的使命。这种传达和交流是组织内市场营销功能的职责。根据美国市场协会，营销是“一个组织效能和一套创造过程、交流和传达产品价值给顾客、处理与顾客关系的有益于组织和它的利益共享者的方式”。营销作用包括相辅相成的两方面。营销策略在市场上审查市场来确定潜在顾客和竞争者本质的需要，并且试图开发
出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当
市场营销专业术语中英文对照标准翻译 本文为市场营销中经常用到的一些中文与英文互译的标准用语，希望对市场营销从业人员有所帮助。 《财富》杂志Fortune 案头调研Desk Research 奥美公司Ogilvy & Mather 白色商品White Goods 百乐门Parliament 百威啤酒Budweiser 包裹销售法Banded Pack 宝洁公司Procter & Gamble 宝丽来Polaroid 宝马BMW 边际成本Marginal Cost 边际收益Marginal Benefit 标准差，均差Standard Deviation 别克Buick 波立兹调查公司Alfred Politz Research, Inc 波旁王朝Ancient Age Bourbon 波特福洛分析Portefolio Analysis 产品差异Product Differentiation 产品生命周期Product Life Cycle 产品系列Product Line 产品组合Product Mix 阐述Presentation 超级市场Supermarket 成对比较法Paired Comparisons 成功的理想主义者Successful Idealist 承诺型消费者Committed Buyer 程度测试Tachistoscope 橙色商品Orange Goods 冲动购买Impulse Buying 重叠率Duplication 抽样Sampling 传销Pyramid Selling 传阅发行量Pass-on Circulation 词语联想法Word Associaton 刺激营销Incentive Marketing 促销Promotion 达彼思广告公司Ted Bates & Copany 大卫·奥格威David Ogilvy 戴比尔斯De Beers
本科生毕业设计（论文）外文翻译 学院：商贸学院 学号： 120134030 专业班级：市场营销1301班 学生姓名：宫超 指导教师：赵丹 年月日 Marketing Channels and Value Networks Most producers do not sell their goods directly to the final users between them stands a set of intermediaries performing a variety of functions. These intermediaries constitute a marketing channel also called a trade channel or distribution channel .Formally marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption. They are the set of pathways a product or service follows after production culminating in purchase and use by the final end user. Some intermediaries-such as wholesalers and retailers-buy take title to and resell the merchandise they are called merchants. Others-brokers manufacturer’s representatives sales agents-search for customers and may negotiate on the producers behalf but do not take title to the goods they are called agents. Still others-transportation companies independent warehouses banks advertising agencies-assist in the distribution process but neither take title to goods nor negotiate purchases or sales they are called facilitators. The Importance of Channels A marketing channel system is the particular set of marketing channels a firm employs and decisions about it are among the most critical ones management