直销为什么能成为现在最成功的营销-外文翻译

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1、外文翻译原文Title：TheendofmassmarketingwhyallsuccessfulmarketingnowisdirectmarketMaterialSource：DirectMarketingAuthor：Andrew·R·ThomasDirectmarketingasthesolutionMarketing，likecooking，isbothanartandscience．Everyanalyst，likeeverycook，hasadifferentrecipe．Thequalityo

2、ftheresultisinhowwellitsatisfies．Theultimateobjectiveofamarketingstrategyistoprovidethedirectionforanorganizationtomakemoremoney．Inordertofulfillthisobjective，asoundmarketingstrategymustbeunderstandable，relevant，andactionable．Segmentationandnichesseemtoprov

3、ideawaytodothis．However，mostcompanieshavetoomanysegmentsandnichestomanage．Evenmoredishearten-ing，theytendtolookatthewrongsegmentsandniches．Veryfewmarketersliketogoaftersmallersegmentsandniches．Mostpeoplewanttotargetthelargestsegments．Thereareseveralreasonsw

4、hythisstrategyoftenfails:first，thelargersegmentsattractthemostcompetition．Second，smallersegmentsmayhavemoredistinctneedsthatcanbesatisfiedveryprofitably．Third，targetinglargersegmentscostsmoreandthosecostsmayreducemarginsmoredrasticallythantargetingsmallerse

5、gments．Inotherwords，focusingonnichesandsegmentscomesupshortformanyorganizations．Directmarketingontheotherhandcutsthroughtheconfusionanduncertaintyofmassmarketing，segmentation，andnichesandgoesrighttothecustomer．Inhisbook，PermissionMarketing，Godinprovidesanal

6、ternativetomarketingbyinterruption，whichofferstheconsumeranopportunitytovolunteertobemarketedto．Bytalkingonlytovolunteers，PermissionMarketingguaranteesthatconsumerspaymoreattentiontothemarketingmessage．Itallowsmarketerstotelltheirstorycalmlyandsuccinctly，wi

7、thoutfearofbeinginterruptedbycompetitorsorinterruptionmarketers．Itservesbothconsumersandmarketersinasymbioticexchange．PermissionMarketingisanticipated，personal，andrelevant(Godin，1999)．However，thereisanotherleveloffrustrationadeeperonethatpeopleexperiencewhe

8、nencounteringmanymarketingstrategies．Itissimilarto;infact，itisjustlikeahostagesituation．Hostagemarketinghasbecomethewayforcompaniesinvirtuallyeveryindustrytoprovide＂customerservice＂totheirclients．Havey