建立客户承诺和忠诚的营销策略-外文翻译

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1、外文翻译原文MarketingStrategiesthatBuildCustomerCommitmentandLoyaltyMaterialSource:JournalofStrategicMarketingAuthor:Andy·CarsonTheobjectiveofmanymarketingstrategiesinthelast10yearshasbeenbuildingthecustomer’scommitmenttoabrandoradealer.Thishastakenthreeforms:First,Creatingcustomersatisfaction-deli

2、veringsuperiorqualityproductsandservices.Second,Buildingbrandequity-thesumoftheintangibleassetsofabrand.Factorsthatcontributetothisare:nameawareness,perceivedquality,brandloyalty,theassociationsconsumershavetowardsthebrand,trademarks,packaging,andmarketingchannelpresence.Third,Creatingandmain

3、tainingrelationships.Successwithanyofthesestrategieswillresultinhighlevelsofrepeatpurchase,insulationfrompriceincreasesandimprovedresponsivenesstomarketingcommunicationsbycustomers.Therehasbeenanevolutionofmarketingthoughtandactivityoverthislastdecade.Initially,thequalitymovementplacedcustome

4、rsatisfactionastheultimategoalofmarketingprograms.However,assatisfiedcustomerswereshowntodefecttootherbrandsorprovidersatrelativelyhighrates,strategistslookedtocreatingagreatercommitmentwiththecustomer.Twowaystoachievethisweretobuildbrandequityandtobuildrelationships.Brandequityusedmassmediaa

5、dvertising,corporatecitizenshipandpubliceventssponsorshiptobuildabrandimage.Relationshipmarketingsoughttobuildinterdependencebetweenpartnersandreliedonone-to-onecommunications,historicallydeliveredthroughthesalesforce.WiththegrowthofmarketingdatabasesandtheInternet,theabilitytoreachcustomersi

6、ndividuallybecameaviablestrategyforawiderangeoffirmsincludingconsumerproductscompanies.Thegrowthinrelationshipmarketingwasfueledbythewritingsofmanagementconsultants.Takinginspirationfrommasscustomizationmanufacturingtechnologiesandapplyingthemtomarketingcommunications,6PeppersandRogersencoura

7、gedaone-to-onefocuson“shareofcustomer”ratherthanthemassmarketer’s“shareofmarket”.Thiswasbasedonthemarketer’sabilitytocommunicateauniquemessagetothecustomersbasedonthecompany’sknowledgeoftheirinterests.Theyclaimedthatthisone-to-oneinteractionw