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1、外文翻译原文Title:BankSelectionDecisionsandMarketSegmentationMaterialSource:BankSelectionDecisionsAuthor:W.ThomasAndersonInananalysisofmarketingactivitiesinserviceindustries,GeorgeandBarksdaleconcludedthatalthoughserviceindustrieshaveexperiencedunprecedentedexpan
2、sioninrecentyears,"themarketingfunctionappearstobelessstructuredinservice.companiesthaninmanufacturingfirms....Fragmentationofmarketingactivitiesinservicefirmsholdstrueforallcomponentsofthemarketingmix."'Moreover,servicefirmsappeartoallocatearelativelysmall
3、erproportionoftheiroperatingbudgetstomarketingactivitythanmanufacturingfirms.Marketinghastraditionallybeentheneglectedstepsisterinmostserviceindustries.Nowherehasthisbeenmoreevidentthaninthemarketforcommercialbankingservices.Bankinghashistoricallyhadanappar
4、entimmunityfrommarketing.Yet,oneunalterablefactofmarketinglifeconfrontseverybank,fromBankofAmericaandFirstNationalCity,withtheirbillionsindepositsandbranchestheworldover,tothesmallest,one-officecountrybank:Moneyisacommodity,andonebanksproductisnogreenerorcr
5、isperthananother's.Onlyrecentlyhasthecommercialbankingindustrybeguntolearnandimplementmarketingtechniquesthatotherindustriesapplieddecadesago.DonaldH.Gerdts,aNewYorkbankingconsultant,concurs:Nomatterhowmanycomputersyouinstall,whatsortofmanagementstructureyo
6、uuse,orwhatkindofeconomicplanningyoudo,it'sallfornothingunlessyouknowhowtopackageandsellyourproductandtopositionitinthemarketplace.Packaged-goodscompaniescallit"productdifferentiation."Manybankersdon'tcallitanything,becausetheystillhaven'tdiscoveredwhatit's
7、allabout.Wherethebankingcommunityhasacceptedmarketingpractices,marketingresearchaimedatdelineatingmarkettaigetsforprogrammingpurposesisoftenfocusedonconsumerdemographicandsociopsychologicalcharacteristicsratherthanonthecriteriausedbycustomersinmakingbanksel
8、ectiondecisions.Hence,product/servicepackagesandpromotionalprogramsarefrequentlymisdirectedtowardconsumercharacteristicsthatmayinno7wayrelatetothosecriticalfactorsthatdeterminebankselection.Thepresentr
