市場營銷外文翻譯--價值營銷模式(已修改)
2025-06-01 03:14 本頁面
【正文】 畢業(yè)論文（設(shè)計） 外文翻譯 題 目： ValueMarketing Model 一、 外文原文 ValueMarketing Model Marketing is an instructive business domain that serves to inform and educate target markets about the value and petitive advantage of a pany and its the larger scope of its de?nition, marketing is performed through the actions of three coordinated disciplines named: product marketing, corporate marketing,and marketing munications. The goal of the product marketing discipline is to generate product awareness,differentiation, and demand. Each of them emphasizes one of the various aspects of the product: price, features, or value. The price emphasis method is called price petition. The features emphasis method is called parative marketing. The value emphasis method is called value marketing. This chapter describes the underlying concepts of the value marketing method and how to perform value marketing. Blackblot introduces the “Blackblot ValueMarketing Model”, a collective name for several work models and their supporting de?nitions. Value Concept From a marketing perspective, “Value” is de?ned as the worth derived by the customer from owning and using the product. Attribution of value to a product is the oute of a dynamic human reasoning process which infers from subjective interpretation the gap between the customer’s perception of the product’s quality, and the expenses incurred by the customer from buying and using the product. Several different formulas were introduced over the years in an effort to explain and represent value. Some formulas are rudimentary and simple, and some are plex and may include cultural, emotional, social, mental and psychological coef?cients to indicate the highly perceptive nature of value. In all cases, the value formulas are intuitive and/or mathematical expressions, and are sometimes errone ously called cost/bene?t ratio, which is actually a ?nancial term (?nancial return for each dollar invested). The most basic value formula is Value = Bene?ts Costs[customer], where“ Bene?ts” are product features that are desirable to the customer, and “Costs[customer]” are the aggregate expenses incurred by the customer from buying and using the product (essentially “Total Cost of Ownership” or TCO). (Note: “Costs[customer]” are different than “Costs[manufacturer]”, which are the aggregate expenses incurred by the manufacturer in the process of manufacturing, selling, and supporting the product.) In a salesdriven pany, the sales people wish to increase the product’s value by lowering the price of the product,which is part of the costs[customer]. In a technologydriven pany, the engineers wish to increase the product’s value by in?ating the product’s feature set (bene?ts). In a marketdriven pany, the product’s value is proactively determined by the product planner according to market needs. Depending on how the value formula is applied, the oute of the application can be either “Perceived Value”, which is an unsubstantiated estimation of worth that the customer obtains or could potentially obtain from owning and using the product, or “Actual Value”, which is the measured and validated worth that the customer or similar customers factually obtain from owning and using the product. Value Concept Application In most cases it is dif?cult for customers to calculate a moary or nonmoary value amount. Customers will often rely on their intuition in an attempt to under stand and realize the level of value the product holds for them. Customers therefore ?rst intuitively attribute a level of value to a product, relative to the degree in which the product solves the customers’ market problem. The customers try to determine the degree of the product’s “Resultant Value Proposition”. This proposition re?ects the product’s main and relevant bene?t, to the customer and is what primarily is needed of the product. Common business oriented resultant val
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