Marketing-外文翻译

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1、外文翻译原文MarketingMaterialSource:MarketingManagermentAuthor:PhilipKotlerMARKETINGTASKSArecentbook,RadicalMarketing,praisescompaniessuchasHarley-Davidsonforsucceedingbybreakingalloftherulesofmarketing.1Insteadofcommissioningexpensivemarketingresearch,spendinghugesumsonadvertising,andoperat

2、inglargemarket-ingdepartments,thesecompaniesstretchtheirlimitedresources,liveclosetotheircustomersandcreatemoresatisfyingsolutionstocustomers’needs.Theyformbuyersclubs,usecreativepublicrelations,andfocusondeliveringqualityproductstowinlong-termcustomerloyalty.Itseemsthatnotallmarketing

3、mustfollowtheP&Gmodel.Infact,wecandistinguishthreestagesthroughwhichmarketingpracticemightpass:1.Entrepreneurialmarketing:Mostcompaniesarestartedbyindividualswhovisualizeanopportunityandknockoneverydoortogainattention.JimKoch,founderofBostonBeerCompany,whoseSamuelAdamsbeerhasbecomeatop

4、-selling“craft”beer,startedoutin1984carryingbottlesofSamuelAdamsfrombartobartopersuadebartenderstocarryit.For10years,hesoldhisbeerthroughdirectsellingandgrassrootspublicrelations.Todayhisbusinesspullsinnearly$200million,makingittheleaderintheU.S.craftbeermarket.2.Formulatedmarketing:As

5、smallcompaniesachievesuccess,theyinevitablymovetowardmoreformulatedmarketing.BostonBeerrecentlybegana$15milliontelevisionadvertisingcampaign.Thecompanynowemploysmorethat175salespeopleandhasamarketingdepartmentthatcarriesonmarketresearch,adoptingsomeofthetoolsusedinprofessionallyrunmark

6、etingcompanies.3.Intrepreneurialmarketing:Manylargecompaniesgetstuckinformulatedmarketing,poringoverthelatestratings,scanningresearchreports,tryingtofine-tunedealerrelationsandadvertisingmessages.Thesecompanieslackthecreativityandpassionoftheguerrillamarketersintheentrepreneurialstage.

7、3Their8brandandproductmanagersneedtostartlivingwiththeircustomersandvisualizingnewwaystoaddvaluetotheircustomers’lives.Thebottomlineisthateffectivemarketingcantakemanyforms.Althoughitiseasiertolearntheformulatedside(whichwilloccupymostofourattentioninthisbook),wewillalsoseehowcreativ

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《Marketing-外文翻译》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库

1、外文翻译原文MarketingMaterialSource:MarketingManagermentAuthor:PhilipKotlerMARKETINGTASKSArecentbook,RadicalMarketing,praisescompaniessuchasHarley-Davidsonforsucceedingbybreakingalloftherulesofmarketing.1Insteadofcommissioningexpensivemarketingresearch,spendinghugesumsonadvertising,andoperat

2、inglargemarket-ingdepartments,thesecompaniesstretchtheirlimitedresources,liveclosetotheircustomersandcreatemoresatisfyingsolutionstocustomers’needs.Theyformbuyersclubs,usecreativepublicrelations,andfocusondeliveringqualityproductstowinlong-termcustomerloyalty.Itseemsthatnotallmarketing

3、mustfollowtheP&Gmodel.Infact,wecandistinguishthreestagesthroughwhichmarketingpracticemightpass:1.Entrepreneurialmarketing:Mostcompaniesarestartedbyindividualswhovisualizeanopportunityandknockoneverydoortogainattention.JimKoch,founderofBostonBeerCompany,whoseSamuelAdamsbeerhasbecomeatop

4、-selling“craft”beer,startedoutin1984carryingbottlesofSamuelAdamsfrombartobartopersuadebartenderstocarryit.For10years,hesoldhisbeerthroughdirectsellingandgrassrootspublicrelations.Todayhisbusinesspullsinnearly$200million,makingittheleaderintheU.S.craftbeermarket.2.Formulatedmarketing:As

5、smallcompaniesachievesuccess,theyinevitablymovetowardmoreformulatedmarketing.BostonBeerrecentlybegana$15milliontelevisionadvertisingcampaign.Thecompanynowemploysmorethat175salespeopleandhasamarketingdepartmentthatcarriesonmarketresearch,adoptingsomeofthetoolsusedinprofessionallyrunmark

6、etingcompanies.3.Intrepreneurialmarketing:Manylargecompaniesgetstuckinformulatedmarketing,poringoverthelatestratings,scanningresearchreports,tryingtofine-tunedealerrelationsandadvertisingmessages.Thesecompanieslackthecreativityandpassionoftheguerrillamarketersintheentrepreneurialstage.

7、3Their8brandandproductmanagersneedtostartlivingwiththeircustomersandvisualizingnewwaystoaddvaluetotheircustomers’lives.Thebottomlineisthateffectivemarketingcantakemanyforms.Althoughitiseasiertolearntheformulatedside(whichwilloccupymostofourattentioninthisbook),wewillalsoseehowcreativ

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