市场营销策略外文文献及翻译

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 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:

1.Positioning in Relation to a competitor

For 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,Intel

unched 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 any

clever,effective marketing moves made by its primary competitor.

2.Positioning in Relation to a Product Class or Attribute Sometimes 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"Made

in 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 Quality

Certain 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-quality

continuum.Discount stores such as Target and Kmart are at the

other.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 narrower

terms.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 is recognized 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