【正文】 organization may disagree on the best marketing strategy and an accord may need to be negotiated. Marketing strategies may also be affected by organizational culture and the assumptions that this engenders. For example, if the organization has always marketed its widgets to business executives, it may fail to see the potential for marketing to lower level personnel within the organization or even for personal use to adults or teenagers.Factors that Implement Strategic Marketing Plan Development There are a number of factors that should impact the development of a strategic marketing plan for the organization. The first of these prises the assets and skills that the organization already possesses or that it can readily acquire. For example, if an organization has a significant programming department on the payroll, it would be feasible for it to make and market application software. However, if these personnel are already involved in other work and are not free to work on a new software project and the organization cannot afford to hire additional programmers, starting a new software line would be inadvisable at best. The second factor that must be considered when developing a marketing strategy is the market drivers. These are various political, economic, sociocultural, and technological forces that can influence the wants and needs of the consumer base. For example, the need to be able to handle increasing volumes of information and data has led to widespread use of information technology in many industries. Similarly, the need for a college education for an increasing number of jobs has led to a proliferation of forprofit institutions of higher education. Factors Impacting Marketing StrategyMarket drivers, however, are not the only external force that shapes one39。 Market Share。一些力圖滿(mǎn)足那些要求的組織將具備競(jìng)爭(zhēng)優(yōu)勢(shì)。顧客，同樣，能影響競(jìng)爭(zhēng)在產(chǎn)業(yè)之內(nèi)的本質(zhì)。所以，了解市場(chǎng)觀(guān)念上的競(jìng)爭(zhēng)意義對(duì)于制定出一個(gè)使企業(yè)具有重大競(jìng)爭(zhēng)優(yōu)勢(shì)的營(yíng)銷(xiāo)策略計(jì)劃來(lái)說(shuō)是十分重要的。這個(gè)策略要求具備相關(guān)特征的一個(gè)或更多具體市場(chǎng)部門(mén)的集中，例如買(mǎi)家產(chǎn)品系列或產(chǎn)品生產(chǎn)鏈、市場(chǎng)或者區(qū)域。同樣，一家大箱子商店也許能使用有效的管理和信息技術(shù)實(shí)踐的組合以減少其運(yùn)作費(fèi)來(lái)轉(zhuǎn)移它的商品的最低可能價(jià)格。 一旦戰(zhàn)略窗口開(kāi)始關(guān)閉，這是組織尋找另一個(gè)機(jī)會(huì)的最佳典型。另一個(gè)外在的沖擊一個(gè)企業(yè)如何最好的找準(zhǔn)自己在市場(chǎng)上的定位的因素是市場(chǎng)或產(chǎn)業(yè)生命周期的階段。影響銷(xiāo)售策略的因素然而，銷(xiāo)售驅(qū)動(dòng)所在并不是塑造你的市場(chǎng)戰(zhàn)略的唯一外力。例如，如果組織總是銷(xiāo)售它的裝飾物給商業(yè)主管，它也許就看不到組織之內(nèi)的低層人員甚至是成人或少年的個(gè)人消費(fèi)潛力。產(chǎn)品和服務(wù)營(yíng)銷(xiāo)的方法有很多的方式能用來(lái)銷(xiāo)售你的產(chǎn)品或服務(wù)包括做廣告，直接響應(yīng)、推銷(xiāo)活動(dòng)和宣傳。有一些因素會(huì)對(duì)營(yíng)銷(xiāo)策略計(jì)劃的發(fā)展造成沖擊性的影響，它包括內(nèi)部因素例如組織的財(cái)產(chǎn)、技能和組織文化，外在因素例如各種各樣的市場(chǎng)驅(qū)動(dòng)者、市場(chǎng)或產(chǎn)業(yè)運(yùn)作方式、戰(zhàn)略窗口和競(jìng)爭(zhēng)的本質(zhì)。這種傳達(dá)和交流是組織內(nèi)市場(chǎng)營(yíng)銷(xiāo)功能的職責(zé)。營(yíng)銷(xiāo)策略與二個(gè)組分有關(guān)：目標(biāo)市場(chǎng)和用最佳的方式傳達(dá)你的產(chǎn)品價(jià)值或服務(wù)到那個(gè)市場(chǎng)。然而，如果這些人員已經(jīng)在其他工作介入并且不能自由研究一個(gè)新的軟件項(xiàng)目，并且組織沒(méi)能力聘用另外的程序員，起始一條新的軟件線(xiàn)是不妥當(dāng)?shù)?。?dāng)買(mǎi)計(jì)算機(jī)時(shí)，一個(gè)必須在Mac和PC之間作選擇。另外，有影響組織在市場(chǎng)上競(jìng)爭(zhēng)獲勝能力的各種各樣的戰(zhàn)略窗口。低成本戰(zhàn)略低成本戰(zhàn)略的目標(biāo)是獲取更大的市場(chǎng)份額。然而，如果小心地處理，分化戰(zhàn)略可以非常成功。例如，管理咨詢(xún)企業(yè)的例證，建立的伙伴或許來(lái)自于電信產(chǎn)業(yè)，因此他們更熟悉產(chǎn)業(yè)的細(xì)微差異。 在這個(gè)因素設(shè)置的參量之內(nèi)，然而，也有另外的因素影響著競(jìng)爭(zhēng)怎么在產(chǎn)業(yè)之內(nèi)運(yùn)作。 同樣，新的組織不僅能進(jìn)入產(chǎn)業(yè)，而且他們也能帶來(lái)能改變產(chǎn)業(yè)本質(zhì)的新產(chǎn)品。附件2：外文原文 Strategic marketing (Wienclaw, Ruth A. Research Starters Business: Strategic Marketing ,Great Neck Publishing, 2008: 11)Abstract： In order for an organization39。 Organizational Culture。s ability to successfully pete in the marketplace. A strategic window is a limited time period during which there is an optimal fit between the needs of the marketplace and the petencies of the organization. For example, as puter storage technology continues to evolve, the methods by which people store data and information change. Punch cards and magnetic tape gave way to inch and inch disks. Today, more and more people are storing data and information on memory sticks instead, and many puters are not even made with disk drives. The concept of using punch cards is as foreign and antiquated in most people39。用一些事情，總會(huì)看清一些人。學(xué)習(xí)