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1、外文翻译原文Title:MarketingPlanningMaterialSource:MarketingPlanningforExtensionSystemsAuthor:V.GlennChappellThepurposeofmarketingplanningistodevelopmarketingstrategiesthatwillhelporganizationsattaintheiroverallobjectives.Effectivemarketingplanningrequiresamarket
2、ingorientationbasedonthreepropositions:clientorientation,coordinationofclient-relatedactivities,andgoaldirection.Theauthorsuggestsafour-stepmarketingplanningprocessthatguaranteesamarketingorientationthatimprovesthechancesforchoosingthebestmarketingstrategy
3、forExtensionprograms.Recently,ExtensionspecialistsinthestateofWashingtonuseddirectmailmethodstoattractyounghomemakerstoconferencesonfamilybusinesses.FloridaExpandedFoodsandNutritionProgram(EFNEP)specialistsemployedtheprinciplesofsalesmanshiptohelpEFNEPpara
4、professionalsrecruithomemakersfornutritioneducation.AcommunityleadershipprograminGeorgiausedbillboards,t-shirts,balloons,andbuttonstopromotealeadershiptrainingprogram.The4-HprograminNorthCarolinahasusedatelevisionadvertisingcampaigntobuildawarenessofits"pr
5、oductline."ThesearejustafewexamplesofthemanyExtensionprogramsaroundthecountrywhichhavesuccessfullyappliedmarketingideas(Topor,1988)duringthepastfewyears.AsExtensionpersonnelrespondtotheproblemsfacingAmericainthe1990s,manywillincreasinglyturntomarketingforh
6、elpwithsuchissuesasattractingleaders,volunteersandclientele,increasingclientsatisfactionwithExtension,designingexcellentprogramswhichcarryoutExtension'smission,andenlistingfinancialandpoliticalsupportaswellasenthusiasmofclients,governmentofficials,andother
7、stakeholdergroups.Effectivemarketingdoesnotjusthappen,however.Therearenomagicalformulasorsecretstomarketing.NorwillExtensionprofessionalsbeabletoadaptbusinessmarketingideastoExtension'sprogramswithoutsomedifficulty.Likeall8managerialactivities,marketingmus
8、tbeplanned,organized,andcontrolled.ItinvolvesdesigningExtensionprogramstomeettheneedsanddesiresoftargetclientsandusingeffectivepricing,communication,anddistributiontoinform,motivate,andserviceclients.Thepurpo
