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1、外文翻译原文StrategicMarketingPlanning:TheoryandPracticeMaterialSource:TheMarketingReviewAuthor:MalcolmMcDonaldResearchintotheefficacyofformalisedmarketingplanning(Thompson1962;Leighton1966;Kollattetal.1972;Ansoff1977;McDonald1984;Greenley1984,Piercy1997;Smith2003)hasshownthatmarketin
2、gplanningcanmakeasignificantcontributiontocommercialsuccess.Themaineffectswithinorganizationsare:1.thesystematicidentificationofemergingopportunitiesandthreats2.preparednesstomeetchange3.thespecificationofsustainablecompetitiveadvantage4.improvedcommunicationamongexecutives5.red
3、uctionofconflictsbetweenindividualsanddepartments6.theinvolvementofalllevelsofmanagementintheplanningprocess7.moreappropriateallocationofscarceresources8.consistencyofapproachacrosstheorganization9.amoremarket-focusedorientationacrosstheorganizationHowever;althoughitcanbringmany
4、benefits,astrategicmarketingplanismainlyconcernedwithcompetitiveadvantage–thatistosay,establishing,building,defendingandmaintainingit.Inordertoberealistic,itmusttakeintoaccounttheorganization’sexistingcompetitiveposition,whereitwantstobeinthefuture,itscapabilitiesandthecompetiti
5、veenvironmentitfaces.Thismeansthatthemarketingplannermustlearntousethevariousavailableprocessesandtechniqueswhichhelptomakesenseofexternaltrends,andtounderstandtheorganization’straditionalwaysofrespondingtothese.However,thisposestheproblemregardingwhicharethemostrelevantandusefu
6、ltoolsandtechniques,foreachhasstrengthsandweaknessesandnoindividualconceptortechniquecansatisfactorilydescribeandilluminatethewholepicture.Aswithajigsawpuzzle,asenseofunityonlyemergesasthevariouspiecesareconnectedtogether.9Thelinksbetweenstrategyandperformancehavebeenthesubjecto
7、fdetailedstatisticalanalysisbytheStrategicPlanningInstitute.ThePIMS(ProfitImpactofMarketStrategy)projectidentifiedfrom2600businesses,sixmajorlinks(Buzzell1987).Fromthisanalysis,principleshavebeenderivedfortheselectionofdifferentstrategiesaccordingtoindustrytype,marketconditionsa
8、ndthecompetitivepositionofthecompany.However,no
