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市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA 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-marketstrategy.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 multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement'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:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
毕业设计译文题目名称:零售企业的营销策略院系名称:经济管理学院市场营销班级:学号:学生姓名:指导教师: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。
毕业设计（论文）外文文献翻译文献、资料中文题目：市场营销策略文献、资料英文题目：Marketing Strategy文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14市场营销策略1 市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
然而，在大多数市场中，购买者的需求不一致。
因此，对整个市场采用单一的营销计划可能不会成功。
一个合理的营销计划应以区分市场中存在的差异为起点，这一过程被称为市场细分，它还包括将何种细分市场作为目标市场。
市场细分使公司能更加有效地利用其营销资源。
而且，也使得小公司可以通过集中在一两个细分上场上有效地参与竞争。
市场细分的明显缺点是，其导致了比单一产品、单一大市场策略更高的生产和营销成本。
但是，如果市场细分得当的话，更加符合消费者的需求，实际上将生产更高的效率。
确定目标市场有三种可供选择的策略，它们是统一市场、单一细分市场和多重细分市场。
统一市场策略即采取一种营销组合用到一个整体的、无差异的市场中去。
采取单一细分市场策略，公司仍然仅有一种营销组合，但它只用在整个市场的一个细分市场中。
多重细分市场策略需要选择两个或更多的细分市场，并且每个细分市场分别采用一种单独的营销组合。
2 产品定位管理者将注意力集中于一种品牌，并以恰当的方式将其与类似的品牌相区分，但这并不意味着该品牌就一定能够最后赢利。
因此，管理者需要进行定位，即塑造与竞争品牌和竞争对手的其他品牌相关的自我品牌形象。
市场营销人员可以从各种定位策略中加以选择。
有时，他们决定对某一特定产品采用一种以上的策略。
以下是几种主要的定位策略：2.1与竞争者相关的定位对一些产品来说，最佳的定位是直接针对竞争对手。
该策略特别适用于已经具有固定的差别优势或试图强化这种优势的厂商。
为排挤微处理器的竞争对手，Intel公司开展了一项活动使用户确信它的产品优于竞争对手的产品。
市场营销策略外文文献及翻译Marketing StrategyMarket Segmentation and Target StrategyA 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-marketstrategy.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 multiplesegment.Market-aggregation strategy involves using one marketing mix to reach a mass,undifferentiated market.With a single-segment strategy, acompany still uses only one marketing mix,but it is directed at only one segment of the total market.A multiple-segment strategy entailsselecting two or more segments and developing a separate marketing mix to reach segment.Positioning the ProductManagement'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:1.Positioning in Relation to a competitorFor some products,the best position is directly against the competition.This strategy is especially suitable for a firm that already has a solid differential advantage or is trying to solidify such an advantage.To fend off rival markers of microprocessors,Intelunched a campaign to convince buyers that its product is superior to competitors.The company even paid computer makers to include the slogan,"Intel Inside" in their ads.As the market leader,Coca-Cola introduces new products and executes its marketing strategies.At the same time,it keeps an eye on Pepsi-Cola,being sure to match anyclever,effective marketing moves made by its primary competitor.2.Positioning in Relation to a Product Class or AttributeSometimes a company's positioning strategy entails associating its product with or distancing it from a product class or attributes.Some companies try to place their products in a desirable class,such as"Madein the USA."In the words of one consultant,"There is a strong emotional appeal when you say,'Made in the USA'".Thus a small sportswear manufacturer,Boston Preparatory Co.is using this positioning strategy to seek an edge over large competitors such as Calvin Klein and Tommy Hilfiger,which don't produce all of their products in the U.S..3.Positioning by Price and QualityCertain producer and retailers are known for their high-quality products and high prices.In the retailing field,Sake Fifth Avenue and Neiman Marcus are positioned at one end of the price-qualitycontinuum.Discount stores such as Target and Kmart are at theother.We're not saying,however,that discounters ignore quality;rather, they stress low prices.Penney's tired―and for the most part succeeded in―repositioning its stores on the price-quality continuum by upgrading apparel lines and stressing designer names.The word brands is comprehensive;it encompasses other narrowerterms.A brand is a name and/or mark intended to identify the product of one seller or group of sellers and differentiate the product from competing products.A brand name consists of words,letters,and/or numbers that can be vocalized.A brand mark is the part of the brand that appears in the form of a symbol, design,or distinctive color or lettering.A brand mark isrecognized buy sight bu cannot be expressed when a person pronounces the brand name.Crest,Coors,and rider for Ralph Lauren's Polo Brand.Green Giant canned and frozen vegetable products and Arm&Hammer baking soda are both brand names and brand marks.A trademark is a brand that has been adopted by a seller and given legal protection.A trademark includes not just the brand mark,as many people believe,but also the brand name.The Lanham Act of 1946 permits firms to register trademarks with the federal government to protect them from use or misuse by other companies.The Trademark Law RevisionAct,which took effect in 1989,is tended to strengthen the the registration system to the benefit of U.S. Firms.For sellers,brands can be promoted.They are easily recognized when displayed in a store or included in advertising.Branding reduces price comparisons.Because brands are another factor that needs to be considered in comparing different products,branding reduces the likelihood of purchase decision based solely on price.The reputation of a brand alsoinfluences customer loyalty among buyers of services as well as customer goods.Finally,branding can differentiate commodities Sunkist oranges,Morton salt,and Domino sugar,for example .PricingPricing is a dynamic process,Companies design a pricing structure that covers all their products.They change this structure over time and adjust it to account for different customers and situations.Pricing strategies usually change as a product passes through itslife cycle.Marketers face important choice when they select new product pricing strategies.The company can decide on one of several price-quality strategies for introducing an imitative product.In pricing innovative products,it can practice market-skimming pricing by initially setting high prices to"skim"the imum amount of revenue from various segments of the market.Or it can use market penetration pricing by setting a low initial price to win a large market share.Companies apply a variety of price-adjustment strategies to account for differences in consumer segments and situations.One is discount and allowance pricing,whereby the company decides on quantity,functional,or seasonal discounts,or varying types of allowances. A second strategy is segmented pricing, where the company sellers a product at two or more prices to allow for differences in customers, products, or locations. Sometimes companies consider more than economics in their pricing decisions,and use psychological pricing to communicate about the product's quality or value.In promotional pricing,companies temporarily sell their product bellow list price as a special-event to draw more customers,sometimes even selling below cost.With value pricing, the company offers just the night combination of quality and good service at a fair price. Another approach is geographical pricing, whereby the company decides how to price distant customers, choosing fromalternative as FOB pricing,uniform delivered pricing, zone pricing, basing-point pricing, and freight-absorption pricing. Finally,international pricing means that the company adjusts its price to meet different world markets.Distribution ChannelsMost producers use intermediaries to bring their products to market.They try to forge a distribution channel―a set of interdependent organizations involved in the process of marking a product or service available for use or consumption by the consumers or business user.Why do producers give some of the selling job tointermediaries?After all,doing so means giving up some control over how and to whom the products are sold.The use of intermediaries results from their greater efficiency in marking goods available to targetmarkets.Through their contacts, experience, specialization, and scales of operation,intermediaries usually offer the firm move value than it can achieve on its own efforts.A distribution channel moves goods from producers to customers.Itovercomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many functions. Some help to complete transactions:rmation.2.Promotion.3.Contact:finding and communicating with prospective buyers.4.Matching:fitting the offer to the buyer's needs, including such activities as manufacturing and packaging.5.Negotiation:reaching an agreement on price and other terms of the offer so that ownership or possession can be transferred.Other help to fulfill the completed transferred.1.Transporting and storing goods.2.Financing.3.Risk taking:assuming the risk of carrying out the channel work.The question is not whether these functions need to be performed, but rather who is to perform them. All the functions have three things in common:They use up scarce resource, they often can be performed better through specialization, and they can be shifted among channel members.To the extent that the manufacturer performs these functions, its costs go up and its prices have to be higher. At the same time, when some of these functions are shifted to intermediaries, the producer's costs and prices may be lower, but the intermediaries must charge more to cover the costsof their work. In dividing the work of the channel, the various functions should be assigned to the channel members who can perform them most efficiently and effectively to provide satisfactory assortments of goods to target consumers.Distribution channels can be described by the number of channellevels involved. Each layer of marketing intermediaries that performs some work in brining the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.When selecting intermediaries, the company should determine what characteristics distinguish the better ones. It will want to evaluate the the channel member's years in business, other lines carried, growth and profit record, co-operativeness, and reputation. If the intermediaries are sales agents, the company will want to evaluate the number and character of the other lines carried, and the size andquality of the sales force. If the intermediary is a retail store that wants exclusive or selective distribution, the company will want to evaluate the store's customers, location, and future growth potential.Understanding the nature of distribution channels is important, as choosing among distribution channels is one of the most challenging decisions facing the firm. Marketing intermediaries are used because they provide greater efficiency in marking goods available to target markets.The key distribution channel function is moving goods from producers to consumers by helping to complete transactions and fulfill the completed transaction. Distribution channels can be described by the number of channel levels, which can include no intermediaries in adirect channel, or one to several intermediaries in indirect channels.PromotionPromotion is one of the four major elements of the company's marketing mix. The main promotion tools――advertising, sales promotion, public relations, and personal selling――work together to achieve the company'scommunications objectives.People at all levels of the organization must be aware of the many legal and ethical issues surrounding marketing communications. Much work is required to produce socially responsible marketing communicating in advertising, personal selling, and direct selling. Companies must work hard and proactively at communicating openly, honestly, and agreeably with their customers and resellers.市场营销策略一、市场细分和目标市场策略具有需求，具有购买能力并愿意花销的个体或组织构成了市场。
营销策略国外文献综述范文营销策略是企业在市场竞争中得到竞争优势的关键，而国外的营销策略探究具有较为丰富的理论和实践效果。
本文将综述几篇具有代表性的国外文献，分析其中的营销策略理论和应用，以期为国内企业的营销决策提供借鉴。
起首，来自美国的Philip Kotler等人提出了“差别化营销”策略。
该策略强调企业应通过产品或服务的差别化来吸引目标消费者，从而达到市场份额和利润的增长。
这一策略的核心是对消费者需求的深度了解和市场细分，以便针对不同的消费者群体提供个性化的产品和服务。
其次，英国学者Michael Porter提出了“成能力先”和“差别化”两种营销策略。
成能力先策略强调企业应通过降低成原本提高竞争力，以低价产品占领市场份额；而差别化策略则主张企业应通过奇特的产品或服务特点来吸引目标消费者，并在此基础上得到高额利润。
另外，来自德国的Hermann Simon等学者提出了“隐藏冠军”策略。
这一策略认为，在市场上存在许多潜在的高利润企业，它们在某个特定领域具有竞争优势，但由于著名度较低，未能获得应有的市场份额。
因此，企业应通过找到这些隐藏冠军，并与其建立合作干系，以得到市场份额和利润。
此外，来自日本的竹下登等学者提出了“服务营销”策略。
这一策略认为，企业应将服务作为核心竞争力，通过提供优质的售前、售中和售后服务，满足消费者的需求，提高客户满足度和忠诚度。
综上所述，国外的营销策略探究涵盖了差别化营销、成能力先、隐藏冠军和服务营销等多个方面。
这些策略在理论上提供了丰富的思路和方法，同时也在实践中取得了一定的成功。
国内企业在制定营销策略时，可以借鉴这些理论和实践效果，结合本土市场状况，提高市场竞争力和盈利能力。
英语作文-教育培训出版物零售行业的销售策略研究In the competitive landscape of the education, training, and publishing sectors, developing effective sales strategies is paramount for success. This article explores various approaches that can be employed in the retail segment of the industry to maximize sales and foster sustained growth.Understanding the Customer Base:First and foremost, successful sales strategies hinge on a deep understanding of the customer base. In the education and training sector, customers range from individual learners seeking personal development to institutions and corporate clients aiming to enhance their workforce's skills. Each segment requires tailored approaches to address their unique needs and preferences.Segmentation and Targeting:Segmentation plays a crucial role in targeting the right audience with the right products and services. By categorizing customers based on demographics, behavior, and needs, retailers can personalize their offerings and marketing messages. For instance, educational materials for K-12 students differ significantly from those designed for adult learners or professional training programs.Building Strong Relationships:In the education and training sectors, trust and credibility are paramount. Establishing strong relationships with customers is not just about making a sale but also about becoming a trusted advisor in their educational journey. This can be achieved through personalized customer service, expert advice, and reliable support both preand post-purchase.Product Differentiation and Innovation:In a crowded marketplace, differentiation is key to standing out. Retailers can differentiate their offerings through product innovation, exclusive partnerships with publishers and educational content providers, and unique value propositions such as bundled services or subscription models. Innovation in digital learning platforms and adaptive technologies also presents opportunities to cater to evolving educational trends.Effective Marketing and Promotion:Effective sales strategies are complemented by robust marketing and promotion efforts. Utilizing digital marketing channels such as social media, email campaigns, and search engine optimization (SEO) helps reach a wider audience. Content marketing through educational blogs, webinars, and white papers can establish thought leadership and attract potential customers seeking informative content.Optimizing Distribution Channels:Distribution channels play a critical role in reaching customers efficiently. Retailers in the education sector may utilize a mix of online platforms, brick-and-mortar stores, and partnerships with educational institutions or corporate clients. Seamless integration between physical and digital channels ensures a cohesive customer experience and enhances accessibility to educational resources.Monitoring and Adaptation:Continuous monitoring of sales performance and customer feedback is essential for refining sales strategies. Retailers should leverage data analytics to track sales trends, customer preferences, and the effectiveness of marketing campaigns. This data-driven approach enables timely adaptations and optimizations to meet changing market demands and maintain competitive advantage.Conclusion:In conclusion, the education, training, and publishing sectors present unique opportunities and challenges for retailers. By focusing on customer understanding, segmentation, relationship building, product differentiation, effective marketing,optimized distribution channels, and continuous adaptation, retailers can develop and implement successful sales strategies. These strategies not only drive sales growth but also contribute to the broader goal of fostering learning and development within diverse educational communities.。
营销策略英文参考文献以下是一些关于营销策略的英文参考文献:1. Kotler, P., & Armstrong, G. (2016). Principles of Marketing. Pearson Education.这本书是市场营销领域的经典教材，对于营销策略有较为全面的介绍。
2. Porter, M. E. (2008). Competitive strategy. Simon and Schuster.这本书是经典的竞争战略著作，提供了许多关于企业如何制定和实施营销策略的思考。
3. Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. McGraw-Hill Education.这本书介绍了定位战略的重要性，并提供了一些实用的方法和案例来指导企业实施营销策略。
4. Aaker, D. A. (1996). Building strong brands. Simon and Schuster.这本书重点介绍了品牌营销策略，并提供了许多有关如何打造和管理品牌的实践方法。
5. Duncan, T., & Moriarty, S. (1998). A communication-based marketing model for managing relationships. Journal of Marketing, 62(2), 1-13.这篇文章提出了一种基于沟通的营销模型，强调了营销策略在建立和管理关系方面的重要性。
这些参考文献涵盖了营销策略的不同方面，从市场定位到品牌建设，以及关系营销等。
阅读这些文献可以帮助你深入了解营销策略的理论和实践。
关于营销策略的外文文献Marketing StrategyA marketing strategy is a plan of action designed to promote and sell a product or service. It involves identifying the target market, understanding customer needs and wants, and developing a unique value proposition that sets the product or service apart from competitors.One key aspect of a marketing strategy is market segmentation. This involves dividing the target market into distinct groups based on demographic, geographic, psychographic, and behavioral characteristics. By understanding the different needs and preferences of these segments, a company can tailor its marketing efforts to effectively reach and appeal to each group.Another important element of a marketing strategy is positioning. This refers to how a company wants its product or service to be perceived in the minds of consumers relative to competitors. By differentiating the product or service through unique features, benefits, or pricing, a company can create a favorable position in the market and attract target customers.The marketing mix is another component of a marketing strategy. This refers to the combination of product, price, place, and promotion that a company uses to market its product or service. The product refers to the actual offering, including its features, design, quality, and branding. The price relates to the pricing strategy and how much customers are willing to pay for the product. The place refers to the distribution channels used todeliver the product to customers, while promotion encompasses the various marketing communications tools used to create awareness and generate sales.A successful marketing strategy also involves setting clear objectives and metrics to measure the effectiveness of marketing efforts. This may include goals such as increasing market share, expanding into new markets, or improving customer satisfaction. By regularly evaluating and adjusting the marketing strategy based on these metrics, a company can ensure that its marketing efforts are aligned with its overall business objectives.In today's digital age, technology plays a crucial role in shaping marketing strategies. Companies can leverage social media, search engine optimization, and data analytics to better understand customer behavior and preferences. Additionally, personalized marketing strategies can be developed based on the data collected from customer interactions, allowing companies to deliver targeted messages and offers to individual customers.In conclusion, a marketing strategy is a comprehensive plan that encompasses market segmentation, positioning, the marketing mix, and the measurement of outcomes. By carefully crafting and executing a marketing strategy, companies can effectively reach and engage their target market, differentiate themselves from competitors, and ultimately achieve their business objectives.。
企业服务营销策略外文文献翻译最新2016年XXX market。
simply offering high-quality products is not XXX customer service and create a strong brand image in order to XXX marketing strategies。
including customer nship management。
service n。
and service recovery。
and provides examples of XXX.摘要本文探讨了企业开发有效的服务营销策略的重要性。
作者认为，在当今竞争激烈的市场中，仅仅提供高质量的产品是不足以的。
企业必须还提供优秀的客户服务，并创建强大的品牌形象，以吸引和留住客户。
本文研究了各种服务营销策略，包括客户关系管理、服务创新和服务恢复，并提供了成功实施的示例。
作者得出结论，优先考虑服务营销的企业将更好地为长期成功做好准备。
nXXX market。
XXX simply providing high-quality productsis no XXX success。
In order to stand out from the n。
XXX astrong brand image。
This requires the development of effective service marketing XXX.介绍在当今全球化和高度竞争的市场中，企业面临前所未有的挑战。
仅仅提供高质量的产品的传统方法已经不足以保证成功。
为了在竞争中脱颖而出，企业还必须专注于提供优秀的客户服务和创建强大的品牌形象。
这需要开发有效的服务营销策略，帮助企业区别于竞争对手，吸引和留住客户。
XXXXXX new field that has emerged in response to the growing importance of services in the global XXX marketing。
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。
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。
今天的沃尔玛在美国有2363家折扣店，包括454个超级中心、444家山姆俱乐部和4家折扣中心。
它每年的销售额达1170亿美元，成为世界头号零售商。
它扩展沃尔玛附近的超级市场药店业务。
沃尔玛的秘诀是：以小城镇的美国人为目标，倾听顾客意见，待员工如伙伴，严格控制各项费用。
写着“满意的保证”、“我们售价更低”的标语悬挂在每个商店大门的醒目处，用“向消费者致敬的”方式迎接顾客。
沃尔玛常常成为零售业的先锋。
它使用“天天低价”定价法和电子数据交换，加快了仓库补货速度，现被其他零售商作为定点超越的目标，它作为美国大商品企业第一个进入全球零售行业。
它已经在海外开设了600多家商店—阿根廷、巴西、中国、韩国和墨西哥，并且还在增加。
二、产品品种和采购零售商所经营的产品品种必须与目标市场可能购买的商品相一致。
零售商必须决定产品品种组合的宽度和深度。
例如，在餐饮业，一家餐馆可以提供窄而浅的品种（小型午餐），窄而深的品种（各种熟食），宽而浅的品种（自助餐），或者宽而深的品种（大饭店）。
一旦零售商对产品品种战略决策以后，它必须决定它的采办资源、政策和具体做法。
在一家超级市场连锁店的公司总部，专业采购人员（有时叫做商品经理）具有开发品种搭配和听取销售人员介绍新品牌的责任。
在一些连锁商店，他们的权利仅限于甄别一些显然要拒绝或接受的新品目上，否则他们就只能将新产品品目交给连锁店所属的采购委员会审批。
三、服务与购物环境零售商还必须向顾客所提供商务服务组合：售前服务包括：接受电话和邮购订货，广告，橱窗和店内陈列，试衣间，营业时间，时装表演，旧货折价收进。
售后服务包括：送货上门，礼品包扎，商品调整，退货，换货，定制，安装。
辅助服务包括：提供一般信息，兑换支票，免费停车，餐厅，修理，内部装饰，赊账信用交易，休息室，照看婴儿服务。
气氛是产品库里的另一个要素。
每个商品都有一个实体的布局，从而使人们在店内容易或不容易走动。
每个商店都有一个门面。
商店必须精心构思，使其具有一种适合目标市场的气氛，使顾客乐于购买。
如殡仪馆应该是静谧、阴郁、平和的，而夜总会则应该是辉煌、喧哗和激动人心的。
四、价格策略价格是一个关键的定位因素，它必须根据目标市场、产品服务分配组合和竞争的有关情况来加以确定。
所有的零售商都希望以高价销售并能扩大销售量，但是往往难以两全其美。
零售商大部分可分为高成本和低销售（如高级品商店）或低成本和高销量（如大型综合商场和折扣商店）两大类。
在这两类中还可以进一步细分。
例如，设在好莱坞贝弗利山的罗迪欧大道上的Bijan 公司所售的服装的定价从1000美元开始，鞋子的最低价是400美元。
另一个极端的例子是纽约的超级折扣商店，价格比一般的折扣商店还要低得多。
零售商还必须重视定价战术。
大部分零售商对某些产品标价比较低，以此作为招徕商品，有时候还要举行全部商品大减价的活动。
它们对周转较慢的商品采取低标价的方法。
越来越多的零售商在放弃“促销定价”而偏向“天天低价”。
天天低价降低了广告费用，定价趋于稳定，使商品公平和可信赖的形象加强，因而获得更多的零售利润。
通用汽车公司的土星事业部，发出低价目表并拒绝与经销商讨价还价。
五、促销策略零售商广泛使用促销工作来产生交易和购买。
它们发布广告，进行特价销售，发放省钱的赠券，最近增加了对经常购买者的优惠活动，对店内食品样品品尝，以及爱货架上或结账处摆放赠券等。
每个零售商利用促销工具以支持并加强其形象定位。
高级商店会在《时尚》和《哈珀》等流行时装杂志上刊登广告。
高级商店对培训销售人员总是非常认真，教他们如何接待顾客，理解其要求并解除其疑虑，处理其意见。
低价零售商安排它们的商品促销可以讨价还价和节约省钱，同时又保留了服务和销售帮助。
六、选址决策零售商总是强调说零售成功的三个关键因素是渠道，渠道，还是渠道。
顾客总是选择一家理他们最近的银行和加油站。
百货商店连锁组织、石油公司和快餐特许经营店在选择位置时特别谨慎。
这个问题可以分解为在一国的哪些地区开店，然后是哪些城市，最后是哪些具体的场所。
零售商可在中心商业区、地区购物中心、社区购物中心、购物区或在大商店内选择开设商店的地点。
1. 中心商业区。
中心商业区往往是城市中最古老、交通最拥挤的地区，常常成为“商业区”。
商店和办公室租金一般较高。
2. 地区购货中心。
在5英里~20英里的半径内设40家~200家商店。
通常，一个购货中心突出一个或两个诸如J.C.彭尼或L&T的全国性大商店，大量的是小商店，许多是特许经营店。
这些商场有吸引力是因为有宽敞的停车场，购物一次完成，有餐馆和娱乐设施。
成功的商场租费高昂，但能获得商场利润的分配份额。
3. 社区购物中心。
是较小的商场，通常一家大商店夹在20家~40家小商店之中。
4. 购物区。
为附近居民日常杂货、五金、洗衣、修鞋和干洗服务的一群商店，其间有一大建筑物，其服务对象开车5分钟~10分钟就能到达。
5. 店中店。
现在日益增加的现象时在大商店内设立一些著名的零售商（麦当劳、星巴克、内森、邓金·唐纳斯），它们在大店内租借地方设立新的较小的单位或经营，这些场所，这些场所也包括飞机场、学校、沃尔玛或百货公司。
由于客流量大和租金高这两者之间存在矛盾，零售商必须为自己的商店选择有利的地点。
他们可使用各种不同的方法对设店地点进行评估，如统计交通流量，调查顾客的购物习惯，分析有竞争能力的地点等。
零售商可以通过检查是个指标来评估某个商店的销售效益：（1）平均每天经过的人数；（2）来店光顾的人数比例；（3）光顾的人中购物顾客的比例；（4）每次购买的平均金额。
文章摘自PhilipKotler: Marketing Management.Prentice-Hall International（524-530）MARKETNG DECISIONS OF RETAILERRetailers today are anxious to find new marketing strategies to attract and hold customers. In the past they held customers by offering convenient location, special or unique assortments of goods, greater or better services than competitors, and store credit cards. All of this has changed. Today, national brands such as Calvin Klein, Izod, and Levi are found in most department store, in their drive for volume , national-brand manufacturers have place their branded goods everywhere. The result is that retail-store assortments have grown alike.Service differentiation also has eroded. Many department stores have trimmed services, and many discounters have increased services. Customers have become smarter shoppers. They do not want to pay more for identical brands, especially when service differences have diminished. Nor do they need credit form a particular store, because bank credit cards have become almost universal.In the face of increased competition for discount houses and specialty stores, department stores are waging a comeback war. Once located in the center of cities, many opened branches in suburban shopping centers, where parking is plentiful and family incomes are higher. Others run more frequent sales, remodel their stores, and experiment with mail-order and telemarketing. Facing competition form superstores, supermarkets have opened larger stores, carrying a larger number and variety of items, and upgraded their facilities. Supermarkets have also increased their promotional budgets and move heavily into private brands to increase profit margins.We will examine retailers’marketing decisions in the areas of target market, product assortment and procurement, services and store atmosphere, price, promotion, and price.Target MarketA retailers’ most important decision concerns the target market. Until the target market is defined and profiled, the retailer cannot make decisions on product assortment, store décor, advertising messages and media, price, and service levels.Some retailers have defined their target markets quite well:Wal-Mart. The late Sam Walton and his brother opened the first Wal-Mart discount store in Rogers, Arkansas, in 1962. It was a big, flat, warehouse-type store selling everything from apparel to automotive supplies to small appliances at the lowest possible prices to small-town America. More recently, Wal-Mart has been building stores in larger cities. Today, Wal-Mart operates 2363 discount stores in the United States, including 454 supercenters, 444 Sam’s clubs, and 41 distribution centers. Its annual sales exceed $117 billion, marketing it the world’s largest retailer. It is expending into the Wal-Mart Neighborhood Market supermarket-pharmacy business. Wal-Mart’s secret: Target small town America, listen to the customers treat the employees as partners, purchase carefully, and keep a tight rein on expenses. Signs reading “Satisfaction Guaranteed” and “We sell for less” hang prominently at the store entrance, and customers are often welcomed by a “people greeter”. Wal-Mart is frequently cited as a retailing pioneer. Its use of everyday low pricing and EDI for speedy stock replenishment has been benchmarked by other retailers, and it was the first U.S. megamerchant to take the plunge into global retailing. It already has over 600 stores over seas—in Argentina, Brazil, China, South Korea, and Mexico—and is adding more.Product Assortment and ProcurementThe retailers’ product assortment must match the target markets’ shopping expectations. The retailer has to decide on product-assortment breadth & depth. Thus a restaurant can offer a narrow and shallow assortment (small lunch counters), a narrow and deep assortment (delicatessen), a broad and shallow assortment (cafeteria), or a broad and deep assortment (large restaurant).After deciding on the product-assortment strategy, the retailer must decide on procurement sources, policies, & practices. In the corporate headquarters of a supermarket chain, specialist buyers are responsible for developing brand assortments and listening to presentations by salespersons. In some chains, buyers have the authority to accept or reject new items. In other chains, they are limited to screening “obvious rejects” and “obvious accepts”; they bring other items to the buyingcommittee for approval.Services and store atmosphereRetailers must also decide on the services mix to offer customers:Pre-purchase services include accepting telephone and mail orders, advertising, window and interior display, fitting rooms, shopping hours, fashion shows, trade –ins.Post-purchase services include shipping and delivery, gift-wrapping, adjustments and returns, alterations and tailoring, installations, engraving.Ancillary services include general information, check cashing, parking, restaurants, repairs, interior decorating, credit, rest rooms, and baby-attendant service.The services mix is a key tool for differentiating one store from another, so is atmosphere.Atmosphere is another element in the store arsenal. Every store has a physical lay out that makes it hard or easy to move around. Every store ‘has a look’. The store must embody a planned atmosphere that suits the target market and draws consumers towards purchase. A funeral parlor should be quiet, somber, and peaceful. A dance club should be bright, loud, and vibrating.Price decisionPrices are a key positioning factor and must be decided in relation to the target market, the product-and-service assortment mix, and competition. All retailers would like to achieve high volumes and high gross margins. They would like high Turns x Earns, but the two usually do not go together. Most retailers fall into the high-mark up, lower volume group (fine specialty stores) or the low-mark up, higher volume group (mass-merchandisers and discount stores). Within each of these groups are further gradations. Thus Bijan’s on Rodeo Dr ive in Beverly Hills prices suits starting at $1000 and shoes at $400. At the other extreme, Odd Lot Trading in New York City is a super-discounter that sells odd lots and closeouts at prices below those of normal discounters.Retailers must also pay attention to pricing tactics. Most retailers will put lowprices on some items to serve as traffic builders or loss dealers. They will run storewide sales. They will plan markdowns on slower-moving merchandise.Some retailers have abandoned “sales pricing” in favor of everyday low pricing (EDLP). EDLP could lead to lower advertising costs, greater pricing stability, a stronger store image of fairness and liability, and higher retail profits. General Motors’ Saturn division states a low list price for its dealer s don’t bargain.Promotion decisionRetailers use a wide range of promotion tools to generate traffic and purchases. They place ads, run special sales, issue money saving coupons, and run frequent shopper-reward programs, in-store food sampling, and coupons on shelves or at checkout points. Each retailer must use promotion tools that support and reinforce its image positioning. Fine stores will place tasteful full-page ads in magazines such as Vogue and Harper’s. They will carefully train salespeople to greet customers, interpret their need, and handle complains. Off-price retailers will arrange their merchandise to promote the idea of bargains and large savings, while conserving on service and sales assistance.Place decisionRetailers are accustom ed to saying that the three keys to success are “location, location, and location”. Customers generally choose the nearest bank and gas station. Department-store chains, oil companies, and fast food franchisers exercise great case in selecting locations. The problem breaks down into selecting regions of the country in which to open outlets, then particular cities, and then particular sites.Retailers can locate their stores in the central business district, a regional shopping center, a community shopping center, a shopping strip, or within a large store.Central business districts: This is the oldest and most heavily trafficked city area, often known as “downtown.” Store and office rents are normally high.Regional shopping centers: These are large suburban malls containing 40-200 stores. They usually draw customers from 5- to 20-mile radius. Typically, mallsfeature one or two national known anchor stores, such as JCPenney or Lord & Taylor, and a great number of smaller stores, many under franchise operation. Malls are attractive because of generous parking, one-stop shopping, restaurants, & recreational facilities. Successful malls change high rents and get a share of stores’ sale.Community shopping centers: These are smaller malls with one anchor store and between 20-40 smaller stores.Strip malls. These contain a cluster of stores, usually housed in one long building, serving a neighborhood’s needs for groceries, hardware, laundry, shore repair, and dry cleaning. They usually serve people within a five- to ten-minute driving rang.A location within a larger store: Certain well known retailers McDonald's, Starbucks, Nathan’s, Dunkin’ Donuts- locate new, small units as concession space within larger stores or operations, such as airports, schools, Wal-Marts, or department stores.In view of the relationship between high profits and high rents,, retailers must decide on the most advantageous locations for their outlets. They can use a variety of methods to assess location, including traffic counts, surveys of consumer shopping habits, analyses of competitive locations.Retailers can assess a particular’s stores sales effectiveness by looking at 4 indicators: (1) number of people passing by on an average day; (2) percentage who entered the store; (3) percentage of those entering who buy; (4) average amount spent per sale.具体操作过程如下：1.先打开金山词霸自动取词功能，然后阅读文献；2.遇到无法理解的长句时，可以交给Google处理，处理后的结果猛一看，不堪入目，可是经过大脑的再处理后句子的意思基本就明了了；3.如果通过Google仍然无法理解，感觉就是不同，那肯定是对其中某个“常用单词”理解有误，因为某些单词看似很简单，但是在文献中有特殊的意思，这时就可以通过CNKI的“翻译助手”来查询相关单词的意思，由于CNKI的单词意思都是来源与大量的文献，所以它的吻合率很高。
