外文文獻(xiàn)(市場營銷策略)

MarketingStrategyMarketSegmentationandTargetStrategyAmarketconsistsofpeopleororganizationswithwants，moneytospend,andthewillingnesstospendit.However，withinmostmarketsthebuyer'needsarenotidentical.Therefore,asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets.Marketingsegmentationenablesacompanytomakemoreefficientuseofitsmarketingresources。Also,itallowsasmallcompanytocompeteeffectivelybyconcentratingononeortwosegments.Theapparentdrawbackofmarketsegmentationisthatitwillresultinhigherproductionandmarketingcoststhanaone-product，mass—marketstrategy。However,ifthemarketiscorrectlysegmented，thebetterfitwithcustomers'needswillactuallyresultingreaterefficiency。Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,singlesegment，andmultiplesegment。Market—aggregationstrategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedmarket。Withasingle—segmentstrategy，acompanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment。PositioningtheProductManagement'sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct'srevenues.Thusmanagementneedstoengageinpositioning，whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductsandtothefirm'sotherproducts.Marketingexecutivescanchoosefromavarietyofpositioningstrategies。Sometimestheydecidetousemorethanoneforaparticularproduct。Hereareseveralmajorpositioningstrategies:1.PositioninginRelationtoacompetitorForsomeproducts,thebestpositionisdirectlyagainstthecompetition.Thisstrategyisespeciallysuitableforafirmthatalreadyhasasoliddifferentialadvantageoristryingtosolidifysuchanadvantage。Tofendoffrivalmarkersofmicroprocessors，IntelCorp。launchedacampaigntoconvincebuyersthatitsproductissuperiortocompetitors。Thecompanyevenpaidcomputermakerstoincludetheslogan，”IntelInside"intheirads.Asthemarketleader,CocaColaintroduces—newproductsandexecutesitsmarketingstrategies.Atthesametime，itkeepsaneyeonPepsi-Cola,beingsuretomatchanyclever，effectivemarketingmovesmadebyitsprimarycompetitor.2。PositioninginRelationtoaProductClassorAttributeSometimesacompany’spositioningstrategyentailsassociatingitsproductwithordistancingitfrom)aproductclassorattributes。Somecompaniestrytoplacetheirproductsinadesirableclass,suchas”Made?！眎nInthetheUSAwordsofoneconsultant,"Thereisastrongemotionalappealwhenyousay，’MadeintheUSA’".Thusasmallsportswearmanufacturer，BostonPreparatoryCo。isusingthispositioningstrategytoseekanedgeoverlargecompetitorssuchasCalvinKleinandTommyHilfiger，whichdon’tproducealloftheirproductsinthe。US..3。PositioningbyPriceandQualityCertainproducerandretailersareknownfortheirhigh-qualityproductsandhighprices.Intheretailingfield，SakeFifthAvenueandNeimanMarcusarepositionedatoneendoftheprice—qualitycontinuum.DiscountstoressuchasTargetandKmartareattheother.We’renotsaying,however，thatdiscountersignorequality;rather，theystresslowprices。Penney'stired—andforthemostpartsucceededin—repositioningitsstoresontheprice—qualitycontinuumbyupgradingapparellinesandstressingdesignernames。Thewordbrandsiscomprehensive；itencompassesothernarrowerterms。Abrandisanameand/ormarkintendedtoidentifytheproductofonesellerorgroupofsellersanddifferentiatetheproductfromcompetingproducts.Abrandnameconsistsofwords,letters，and/ornumbersthatcanbevocalized.Abrandmarkisthepartofthebrandthatappearsintheformofasymbol，design,ordistinctivecolororlettering.Abrandmarkisrecognizedbuysightbucannotbeexpressedwhenapersonpronouncesthebrandname.Crest，Coors,andriderforRalphLauren'sPoloBrand。GreenGiant（cannedandfrozenvegetableproducts)andArmHammer（bakingsoda)arebothbrandnamesandbrandmarks。Atrademarkisabrandthathasbeenadoptedbyasellerandgivenlegalprotection.Atrademarkincludesnotjustthebrandmark，asmanypeoplebelieve，butalsothebrandname。TheLanhamActof1946permitsfirmstoregistertrademarks1withthefederalgovernmenttoprotectthemfromuseormisusebyothercompanies。TheTrademarkLawRevisionAct,whichtookeffectin1989，istendedtostrengthenthetheregistrationsystemtothebenefitofU.S.Firms.Forsellers，brandscanbepromoted。Theyareeasilyrecognizedwhendisplayedinastoreorincludedinadvertising。Brandingreducespricecomparisons.Becausebrandsareanotherfactorthatneedstobeconsideredincomparingdifferentproducts，brandingreducesthelikelihoodofpurchasedecisionbasedsolelyonprice。Thereputationofabrandalsoinfluencescustomerloyaltyamongbuyersofservicesaswellascustomergoods.Finally,brandingcandifferentiatecommodities（Sunkistoranges，Mortonsalt，andDominosugar,forexample）.PricingPricingisadynamicprocess,Companiesdesignapricingstructurethatcoversalltheirproducts.Theychangethisstructureovertimeandadjustittoaccountfordifferentcustomersandsituations.Pricingstrategiesusuallychangeasaproductpassesthroughitslifecycle.Marketersfaceimportantchoicewhentheyselectnewproductpricingstrategies。Thecompanycandecideononeofseveralprice—qualitystrategiesforintroducinganimitativeproduct.Inpricinginnovativeproducts，itcanpracticemarket-skimmingpricingbyinitiallysettinghighpricesto”skim"themaximumamountofrevenuefromvarioussegmentsofthemarket.Oritcanusemarketpenetrationpricingbysettingalowinitialpricetowinalargemarketshare.Companiesapplyavarietyofprice-adjustmentstrategiestoaccountfordifferencesinconsumersegmentsandsituations。Oneisdiscountandallowancepricing,wherebythecompanydecidesonquantity，functional，orseasonaldiscounts,orvaryingtypesofallowances.Asecondstrategyissegmentedpricing，wherethecompanysellersaproductattwoormorepricestoallowfordifferencesincustomers,products，orlocations.Sometimescompaniesconsidermorethaneconomicsintheirpricingdecisions,andusepsychologicalpricingtocommunicateabouttheproduct'squalityorvalue.Inpromotionalpricing,companiestemporarilyselltheirproductbellowlistpriceasaspecial—eventtodrawmorecustomers，sometimesevensellingbelowcost。Withvaluepricing,thecompanyoffersjustthenightcombinationofqualityandgoodserviceatafairprice.Anotherapproachisgeographicalpricing，wherebythecompanydecideshowtopricedistantcustomers,choosingfromalternativeasFOBpricing，uniformdeliveredpricing,zonepricing,basing—point2pricing,andfreight—absorptionpricing.Finally，internationalpricingmeansthatthecompanyadjustsitspricetomeetdifferentworldmarkets.DistributionChannelsMostproducersuseintermediariestobringtheirproductstomarket。Theytrytoforgeadistributionchannel—asetofinterdependentorganizationsinvolvedintheprocessofmarkingaproductorserviceavailableforuseorconsumptionbytheconsumersorbusinessuser.Whydoproducersgivesomeofthesellingjobtointermediaries?Afterall,doingsomeansgivingupsomecontroloverhowandtowhomtheproductsaresold.Theuseofintermediariesresultsfromtheirgreaterefficiencyinmarkinggoodsavailabletotargetmarkets。Throughtheircontacts，experience，specialization,andscalesofoperation,intermediariesusuallyofferthefirmmovevaluethanitcanachieveonitsownefforts。Adistributionchannelmovesgoodsfromproducerstocustomers。Itovercomesthemajortime，place,andpossessiongapsthatseparategoodsandservicesfromthosewhowouldusethem.Membersofthemarketingchannelperformmanyfunctions.Somehelptocompletetransactions:1.Information。2.Promotion.3.Contact:findingandcommunicatingwithprospectivebuyers.4.Matching：fittingtheoffertothebuyer'sneeds,includingsuchactivitiesasmanufacturingandpackaging。5.Negotiation：reachinganagreementonpriceandothertermsoftheoffersothatownershiporpossessioncanbetransferred。Otherhelptofulfillthecompletedtransferred。1.Transportingandstoringgoods。2。Financing。3.Risktaking：assumingtheriskofcarryingoutthechannelwork。Thequestionisnotwhetherthesefunctionsneedtobeperformed，butratherwhoistoperformthem。Allthefunctionshavethreethingsincommon：Theyuseupscarceresource，theyoftencanbeperformedbetterthroughspecialization，andtheycanbeshiftedamongchannelmembers.Totheextentthatthemanufacturerperformsthesefunctions,itscostsgoupanditspriceshavetobehigher。Atthesametime，whensomeofthesefunctionsareshiftedtointermediaries，theproducer'scostsandpricesmaybe3lower,buttheintermediariesmustchargemoretocoverthecostsoftheirwork.Individingtheworkofthechannel,thevariousfunctionsshouldbeassignedtothechannelmemberswhocanperformthemmostefficientlyandeffectivelytoprovidesatisfactoryassortmentsofgoodstotargetconsumers.Distributionchannelscanbedescribedbythenumberofchannellevelsinvolved.Eachlayerofmarketingintermediariesthatperformssomeworkinbriningtheproductanditsownershipclosertothefinalbuyerisachannellevel.Becausetheproducerandthefinalconsumerbothperformsomework，theyarepartofeverychannel.Whenselectingintermediaries,thecompanyshoulddeterminewhatcharacteristicsdistinguishthebetterones。Itwillwanttoevaluatethethechannelmember'syearsinbusiness,otherlinescarried，growthandprofitrecord，co-operativeness,andreputation.Iftheintermediariesaresalesagents,thecompanywillwanttoevaluatethenumberandcharacteroftheotherlinescarried，andthesizeandqualityofthesalesforce.Iftheintermediaryisaretailstorethatwantsexclusiveorselectivedistribution,thecompanywillwanttoevaluatethestore’customers,location，andfuturegrowthpotential。Understandingthenatureofdistributionchannelsisimportant,aschoosingamongdistributionchannelsisoneofthemostchallengingdecisionsfacingthefirm。Marketingintermediariesareusedbecausetheyprovidegreaterefficiencyinmarkinggoodsavailabletotargetmarkets.Thekeydistributionchannelfunctionismovinggoodsfromproducerstoconsumersbyhelpingtocompletetransactionsandfulfillthecompletedtransaction。Distributionchannelscanbedescribedbythenumberofchannellevels,whichcanincludenointermediariesinadirectchannel,oronetoseveralintermediariesinindirectchannels。PromotionPromotionisoneofthefourmajorelementsofthecompany'smarketingmix.Themainpromotiontools——advertising,salespromotion，publicrelations,andpersonalselling——worktogethertoachievethecompany’scommunicationsobjectives。Peopleatalllevelsoftheorganizationmustbeawareofthemanylegalandethicalissuessurroundingmarketingcommunications.Muchworkisrequiredtoproducesociallyresponsiblemarketingcommunicatinginadvertising,personalselling,anddirectselling。Companiesmustworkhardandproactivelyat4communicatingopenly，honestly，andagreeablywiththeircustomersandresellers。市場營銷策略一、市場細(xì)分和目標(biāo)市場策略擁有需求，擁有購買能力并愿意開支的個(gè)體或組織組成了市場。但是,在大多數(shù)市場中，購買者的需求不一致。因此,對(duì)整個(gè)市場采用單一的營銷計(jì)劃可能不會(huì)成功。一個(gè)合理的營銷計(jì)劃應(yīng)以區(qū)分市場中存在的差別為起點(diǎn)，這一過程被稱為市場細(xì)分，它還包括將何種細(xì)分市場作為目標(biāo)市場。市場細(xì)分使企業(yè)能更加有效地利用其營銷資源。而且，也使得小企業(yè)能夠經(jīng)過集中在一兩個(gè)細(xì)分上場上有效地參加競爭.市場細(xì)分的明顯缺點(diǎn)是，其以致了比單一產(chǎn)品、單一大市場策略更高的生產(chǎn)和營銷成本.但是,若是市場細(xì)分合適的話，更加吻合花銷者的需求，實(shí)質(zhì)大將生產(chǎn)更高的效率。確定目標(biāo)市場有三種可供選擇的策略，它們是一致市場、單一細(xì)分市場和多重細(xì)分市場。一致市場策略即采用一種營銷組適用到一個(gè)整體的、無差別的市場中去。采用單一細(xì)分市場策略,企業(yè)依舊僅有一種營銷組合，但它只用在整個(gè)市場的一個(gè)細(xì)分市場中.多重細(xì)分市場策略需要選擇兩個(gè)或更多的細(xì)分市場，而且每個(gè)細(xì)分市場分別采用一種單獨(dú)的營銷組合.二、產(chǎn)品定位管理者將注意力集中于一種品牌，并以合適的方式將其與近似的品牌相區(qū)分,但這其實(shí)不意味著該品牌就必然能夠最后盈余。因此,管理者需要進(jìn)行定位，即塑造與競爭品牌和競爭對(duì)手的其他品牌相關(guān)的自我品牌形象。市場營銷人員能夠從各種定位策略中加以選擇。有時(shí),他們決定對(duì)某一特定產(chǎn)品采用一種以上的策略。以下是幾種主要的定位策略：1。與競爭者相關(guān)的定位對(duì)一些產(chǎn)品來說，最正確的定位是直接針對(duì)競爭對(duì)手。該策略特別適用于已經(jīng)擁有固定的差別優(yōu)勢或試圖加強(qiáng)這種優(yōu)勢的廠商.為排擠微辦理器的競爭對(duì)手，Intel企業(yè)睜開了一項(xiàng)活動(dòng)使用戶確信它的產(chǎn)品優(yōu)于競爭對(duì)手的產(chǎn)品.企業(yè)甚至為電腦制造商出錢，讓它們在自己的廣告中帶上“IntelInside”標(biāo)志。作為市場領(lǐng)導(dǎo)者，可口可樂企業(yè)推出新產(chǎn)品并推行其市場營銷策略.同時(shí)，它親近凝望百事可樂企業(yè),以保證對(duì)主要競爭對(duì)手的任何一次巧妙、有效的營銷舉措采用相應(yīng)的對(duì)策。2。與產(chǎn)品種類和屬性相關(guān)的定位有時(shí),企業(yè)的定位策略有必要將自己的產(chǎn)品與其種類和屬性相聯(lián)系（或相差別)。一些企業(yè)全力將其產(chǎn)品定位在希望的種類中,如“美國制造”。用一句某5顧問的話來說，“當(dāng)你說‘美國制造’的時(shí)候,有一種強(qiáng)烈的感情因素在吸引著你”。因此，一家名為BostonPreparatory的規(guī)模不大的運(yùn)動(dòng)服制造商正在運(yùn)用這種定位策略，以期勝過那些其實(shí)不是所有產(chǎn)品都在美國制造的權(quán)利富強(qiáng)的競爭對(duì)手如CalvinKiein和TommyHilfiger。經(jīng)過價(jià)格和質(zhì)量定位某些生產(chǎn)者和零售商因其高質(zhì)量和高價(jià)格而出名。在零售行業(yè)，SaksFifthAvenue和NeimanMarcus企業(yè)正是定位于該價(jià)格-質(zhì)量策略的.折扣店TargetKmart則是定位于該策略的反面。我們不是說折扣商店忽視質(zhì)量，而是說它們更加重申廉價(jià)的價(jià)格。Penny's企業(yè)努力—而且大多獲得了成功—經(jīng)過升級(jí)高級(jí)衣飾線和重申設(shè)計(jì)者的名字將其商店定位于價(jià)格—質(zhì)量策略上?！捌放?一詞是個(gè)綜合性的看法，它包括其他更狹義的理解。品牌即一個(gè)名稱和(或)標(biāo)志,用以鑒別一個(gè)銷售者或銷售企業(yè)的產(chǎn)品,并將之與競爭產(chǎn)品相差別。品牌名稱由能夠發(fā)音的單詞、字母和（或)數(shù)字組成。品牌標(biāo)志是品牌的一部分,它以符號(hào)、圖案或醒目的顏色、字體的形式出現(xiàn).品牌標(biāo)志經(jīng)過視覺鑒別，但當(dāng)人們不過讀出品牌名稱的時(shí)候，品牌標(biāo)志其實(shí)不能夠夠被表達(dá)出來.Crest、Coors、Gillette都是品牌名稱。AT&T由醒目的線條組成的地球以及RalphLauren’sPolo的馬和騎手是品牌標(biāo)志，而GreenGiant(罐裝冷凍菜蔬產(chǎn)品)和Arm&Hammer（面包蘇打）既是品牌名稱又是品牌標(biāo)志。商標(biāo)是銷售者已經(jīng)采用而且碰到法律保護(hù)的品牌.商標(biāo)不但包括品牌標(biāo)志，如好多人因此為的那樣，也包括品牌名稱。1946年的TheLanhamArt法案贊同廠商向聯(lián)邦政府注冊商標(biāo)，以保護(hù)它們免受其他廠商的使用或誤用.1989年見效的《商標(biāo)法校正案》(TheTrademarkLawRevisionAct)旨在健全注冊系統(tǒng)以維護(hù)美國廠商的利益。對(duì)于銷售者來說,品牌能夠被推行.當(dāng)他們擺設(shè)于商店或出現(xiàn)在廣告中時(shí)很簡單被認(rèn)出。品牌化減少了價(jià)格比較。由于在比較不相同產(chǎn)品時(shí)，品牌是有必要考慮的另一因素,因此品牌化減少了不過依靠價(jià)格便作出購買決定的可能.品牌的有名度還會(huì)影響到購買服務(wù)和花銷品的花銷者的忠誠度.最后，品牌化能夠差別商品（比方Sunkist牌鮮橙、Morton牌食鹽以及Domino牌食糖).三、定價(jià)定價(jià)是一個(gè)動(dòng)向的過程,企業(yè)會(huì)為其所有產(chǎn)品設(shè)計(jì)一個(gè)定價(jià)結(jié)構(gòu).隨著時(shí)間的推移，企業(yè)會(huì)改變價(jià)格結(jié)構(gòu),并將之調(diào)整到適應(yīng)不相同的花銷者和形勢的狀態(tài)。企業(yè)應(yīng)采用多樣的價(jià)風(fēng)格整策略來適應(yīng)花銷集體和詳盡情況的差別。一個(gè)是折扣和折讓定價(jià)，及企業(yè)依批量、功能或季節(jié)來決定折扣或不相同形式的折讓.第6二個(gè)策略是差別定價(jià)，即企業(yè)為不相同的顧客、產(chǎn)品或因地址不相同而擬定兩個(gè)或兩個(gè)以上的差別價(jià)格。有時(shí)企業(yè)在作價(jià)格決策時(shí)不但考慮經(jīng)濟(jì)因素，而且使專心理定價(jià)來傳達(dá)相關(guān)產(chǎn)品的質(zhì)量或價(jià)值信息.在促銷定價(jià)時(shí)，企業(yè)會(huì)在短期內(nèi)以低于商品定價(jià)銷售產(chǎn)品，經(jīng)過大甩賣來吸引更多的顧客，有時(shí)甚至低于成本銷售。運(yùn)用