正文描述:《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
显示全部收起
温馨提示:
1. 部分包含数学公式或PPT动画的文件,查看预览时可能会显示错乱或异常,文件下载后无此问题,请放心下载。
2. 本文档由用户上传,版权归属用户,天天文库负责整理代发布。如果您对本文档版权有争议请及时联系客服。
3. 下载前请仔细阅读文档内容,确认文档内容符合您的需求后进行下载,若出现内容与标题不符可向本站投诉处理。
4. 下载文档时可能由于网络波动等原因无法下载或下载错误,付费完成后未能成功下载的用户请联系客服处理。