市场营销策略外文文献及翻译MarketingStrategyMarketSegmentationandTargetStrategyAmarketconsistsofpeopleororganizationswithwants,moneytospend,andthewillingnesstospendit.However,withinmostmarketsthebuyer'needsarenotidentical.Therefore,asinglemarketingprogramstartswithidentifyingthedifferencesthatexistwithinamarket,aprocesscalledmarketsegmentation,anddecidingwhichsegmentswillbepursuedadstargetmarkets.Marketingsegmentationenablesacompanytomakemoreefficientuseofitsmarketingresources.Also,itallowsasmallcompanytocompeteeffectivelybyconcentratingononeortwosegments.Theapparentdrawbackofmarketsegmentationisthatitwillresultinhigherproductionandmarketingcoststhanaone-product,mass-marketstrategy.However,ifthemarketiscorrectlysegmented,thebetterfitwithcustomers'needswillactuallyresultingreaterefficiency.Thethreealternativestrategiesforselectingatargetmarketaremarketaggregation,singlesegment,andmultiplesegment.Market-aggregationstrategyinvolvesusingonemarketingmixtoreachamass,undifferentiatedmarket.Withasingle-segmentstrategy,acompanystillusesonlyonemarketingmix,butitisdirectedatonlyonesegmentofthetotalmarket.Amultiple-segmentstrategyentailsselectingtwoormoresegmentsanddevelopingaseparatemarketingmixtoreachsegment.PositioningtheProductManagement'sabilitytobringattentiontoaproductandtodifferentiateitinafavorablewayfromsimilarproductsgoesalongwaytowarddeterminingthatproduct'srevenues.Thusmanagementneedstoengageinpositioning,whichmeansdevelopingtheimagethataproductprojectsinrelationtocompetitiveproductsandtothefirm'sotherproducts.Marketingexecutivescanchoosefromavarietyofpositioningstrategies.Sometimestheydecidetousemorethanoneforaparticularproduct.Hereareseveralmajorpositioningstrategies:1.PositioninginRelationtoacompetitorForsomeproducts,thebestpositionisdirectlyagainstthecompetition.Thisstrategyisespeciallysuitableforafirmthatalreadyhasasoliddifferentialadvantageoristryingtosolidifysuchanadvantage.Tofendoffrivalmarkersofmicroprocessors,IntelCorp.launchedacampaigntoconvincebuyerst...
