營(yíng)銷(xiāo)策略外文翻譯-其他專(zhuān)業(yè)-資料下載頁(yè)
2025-01-19 02:33本頁(yè)面
【導(dǎo)讀】助保證其努力的目標(biāo)和宗旨與市場(chǎng)的需要想吻合。營(yíng)銷(xiāo)策略審查市場(chǎng)以確定潛在顧?；蚓S護(hù)競(jìng)爭(zhēng)優(yōu)勢(shì)的相關(guān)戰(zhàn)略。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。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)。計(jì)劃也需具備一套意外情況防備策略以應(yīng)對(duì)市場(chǎng)治理及組織生產(chǎn)能力的不確定性。組織依然無(wú)法實(shí)現(xiàn)它的使命。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)?？?、處理與顧客關(guān)系的有益于組織和它的利益共享者的方式”。營(yíng)銷(xiāo)作用包括相輔。操作的營(yíng)銷(xiāo)被建立。顧客和促進(jìn)顧客忠實(shí)的基礎(chǔ)之上的。銷(xiāo)售方針也許不同意，并且協(xié)議也許需要談判達(dá)成。影響，并且那得假定這發(fā)生。打孔卡和磁帶給英寸和英寸盤(pán)。使用打孔卡在很多人的觀念中是和使用算盤(pán)一樣過(guò)時(shí)的。低成本戰(zhàn)略的目標(biāo)是獲取更大的市場(chǎng)份額。這個(gè)戰(zhàn)略的期望是組織將通過(guò)增加銷(xiāo)售量贏得的。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。市場(chǎng)提供相似產(chǎn)品和服務(wù)的小組組織。
【正文】 that it can better serve a segment of the market rather than the entire market. For example, in the illustration of the management consulting firm, the founding partners may have e out of the telemunications industry and, therefore are more familiar with the nuances of the industry than they are with other industries. This approach puts the anization in a unique position (through a type of differentiation) to be better able to market to that focused segment than to the market as a whole. Consideration of Competitors in the Marketplace To be successful, analysis of the marketplace needs to consider not only the needs of the customer base and the relationship between these needs and the value that can be offered by the anization39。s product or service, but also the state of the industry as a whole as well as the position of the anization39。s petition within that industry. As opposed to a market that can be defined as a group of customers with similar buying needs, an industry is a group of anizations (., petitors) that offer similar products or services to the market. Different anizations offering similar products or services, however, will not necessarily have the same window of opportunity. Therefore, it is important to understand how peting firms view the market in order to develop a strategic marketing plan that will yield a significant petitive advantage. Factors that Influence Industries amp。 the Competition within Them There are several factors that influence industries and petition within industries. Government regulation can significantly influence the profitability of an industry. Within the parameters set by this factor, however, there are additional factors that influence how petition works within an industry. If a number of anizations all offer similar products or services, for example, petition within the industry will typically be more intense. This is illustrated, for example, by the marketing slogans of two car rental agencies several years ago. We39。re number one! exclaimed Hertz. We try harder! rejoined Avis. Customers, too, can influence the nature of petition within an industry. If the industry bees larger, it will bee more attractive to new entrants offering the same product or service. As this occurs, petition will tend to conitantly increase. Similarly, not only may new anizations enter the industry, but they may bring with them new products that change the nature of the industry. Of particular importance in this regard are new products that improve the relationship between price and performance (., offer the same quality for a lower price or offer more quality for the same price) or produced by industries that earn high profits. In some industries, a single customer dominates the industry (., the federal government is the primary procurer of military ships). This gives the customer more negotiating room for developing higher specifications, tighter deadlines, and lower costs. In addition, buyers can also exert pressure on an industry by searching for lower prices, higher quality, or demanding additional features for a product or service. Organizations willing to meet these requirements will achieve a petitive advantage. However, suppliers can also have bargaining power that affects the petitiveness of an anization or industry. If there is only one or a limited number of suppliers for a ponent or material needed by the anization, it is the supplier and not the anization that will drive the price of that modity.
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