消費者行為與市場營銷戰(zhàn)略外文翻譯

1、<p>　　螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆袁肅膄蒞羃芀蒃莄蚃肅荿莃螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅

2、聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆袁肅膄蒞羃芀蒃莄蚃肅荿莃螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆袁肅膄蒞羃芀蒃莄蚃肅荿莃螅艿芅莂袈肂膁蒁羀襖葿蒁蝕肀蒞蒀袂袃莁葿羄膈芇蒈蚄羈膃蕆螆膆蒂蒆袈罿莈蒅羈膅芄薅蝕羈膀薄螃

3、膃肆薃羅羆蒅薂蚅芁莁薁螇肄芇薀衿芀膂蕿羂肂蒁蕿蟻裊莇蚈螄肁芃蚇袆襖腿蚆薅聿膅蚅螈羂蒄蚄袀膇莀蚃羂羀芆蚃螞膆膂螂螄羈蒀螁袇膄莆螀罿羇節(jié)蝿蝿膂羋莆</p><p>　　消費者行為與市場營銷戰(zhàn)略</p><p>　　消費者行為學是研究個體,群體和組織為滿足其需要而如何選擇,獲取,使用,處置產品,服務,體驗和想法以及由此對消費者和社會產生的影響.傳統上,消費者行為研究側重于購買前和購買后的有關活動

4、.關于消費者行為學的界定較之傳統觀點更廣泛,它將有助于引導我們從更寬廣的視角審視消費者決策的間接影響以及對買賣雙方的各種后果.為了在競爭激烈的環(huán)境中求得生存,企業(yè)必須比競爭者更多地為目標客戶提供價值.顧客價值是顧客從整體產品中獲得的各項利益扣除各種獲取費用后的余額.</p><p><b>　　1.市場營銷戰(zhàn)略</b></p><p>　　對每一選取的目標市場,都應分

5、別制定營銷戰(zhàn)略.選擇目標市場的關鍵性標準或依據是企業(yè)是否有能力提供較競爭品高的消費者價值.消費者價值很大程度上是由營銷戰(zhàn)略決定,所以公司在評估潛在目標市場時,應當發(fā)展一般的營銷戰(zhàn)略.</p><p><b>　　1.1 產品</b></p><p>　　產品是消費者獲得和用于滿足其需要的任何東西.消費者所購買的或追求的是需要的滿足,而不是具體形態(tài)的物質特性.</

6、p><p><b>　　1.2 傳播</b></p><p>　　營銷傳播包括廣告,人員分銷,公共關系,包裝以及企業(yè)提供的關于它自身及其產品的其他信號.</p><p><b>　　1.3 定價</b></p><p>　　價格是消費者為獲得擁有,使用產品的權利而必須支付的金錢數量.消費者可以擁有一件產

7、品,也可以僅僅擁有產品的使用權.</p><p><b>　　1.4 分銷</b></p><p>　　分銷實際上是讓顧客在需要的時候能買到產品,它對企業(yè)的經營成敗至關重要.絕大多數情況下,消費者不愿為獲得某一特定品牌而傷身費力.很明顯,有效地渠道決策應即建立在掌握消費者在何處購買的知識的基礎上.</p><p><b>　　2.市場

8、分析</b></p><p>　　市場分析要求全面深入地了解企業(yè)自身能力,現在和潛在競爭者的實力,潛在消費者的消費過程以及經濟的,物質的和技術的環(huán)境.</p><p><b>　　2.1 消費者</b></p><p>　　不了解消費者,就無法預測其需要與欲望,也無法對其需要做出恰當的反映.發(fā)現消費者現在需要什么是一個復雜的過程,但

9、一般來說,可以通過直接的營銷調研予以實現</p><p><b>　　2.2 公司</b></p><p>　　每一個公司都必須透徹了解其滿足消費者需要的能力.為此,需要評價公司的各個方面,如財務狀況,一般管理技巧,研究和開發(fā)能力,技術裝備情況,聲譽,營銷技能等.營銷技能包括新產品開發(fā)能力,分銷能力,服務能力,營銷研究能力,市場和消費者知識等.</p>

10、<p><b>　　2.3 競爭者</b></p><p>　　缺乏對競爭對手的實力及戰(zhàn)略的了解,同樣不能在滿足消費者需要方面始終如一地超越對手.</p><p>　　2.4 宏觀環(huán)境因素</p><p>　　經濟狀況,自然環(huán)境,政府管制,技術發(fā)展一方面影響消費者的需要與預期,另一方面對公司自身和競爭對手勢力消長產生影響.自然環(huán)境的惡

11、化不僅刺激了消費者對環(huán)境友善產品的需求,而且也誘發(fā)了更多政府管制措施的出臺,這些管制措施反過來又影響產品的設計與制造.</p><p><b>　　2.5 市場細分</b></p><p>　　細分市場是更多市場的一部分,該市場的需求與市場其他部分的需求存在顯著差別.由于每一細分市場有其獨立的需要,針對該需要發(fā)展起來的整體產品將企業(yè)采用無差異策略服務于多個細分市場情形

12、下能更好地滿足消費者需要.</p><p>　　3.消費者行為的性質</p><p><b>　　3.1 外部影響</b></p><p>　　將影響消費者行為的因素分類,在某種意義上帶有主觀或武斷成分.例如,我們將學習視為一種內部影響,而事實上人類學習在很大程度上與模仿他人以及與他人相互作用有關.從這一意義上看,學習也可視為一種群體互動過程.

13、</p><p><b>　　3.2 內部影響</b></p><p>　　內部影響始于知覺,即個體接觸刺激物并對其賦予某種含義的過程.態(tài)度是對某人或某種食物的好惡傾向,它包括情感的,認知的,行為的多種成分,它反映人們對外部環(huán)境的某些方面如零售店,電視節(jié)目,產品的所思,所感,所為,態(tài)度在很大程度上為各種內外部影響因素所支配.</p><p>　

14、　3.3 自我概念和生活方式</p><p>　　自我概念是個體關于自身的所有想法和情感的綜合體,生活方式則是你如何生活.后者涉及你所使用的產品,你如何使用這些產品以及你對這些產品的評價和感覺.生活方式是自我概念的折射,它也是你過去的決策和未來計劃的總匯.</p><p>　　3.4 消費者決策過程</p><p>　　消費者決策源于消費者意識到或感覺到某個問題的存

15、在和有解決這一問題的機會.消費者問題通常發(fā)生在特定的情景下,情境的性質將影響發(fā)生于其中的行為.</p><p><b>　　4.消費的意義</b></p><p>　　所有營銷戰(zhàn)略和戰(zhàn)術都或明示或暗示地建立在某些消費者行為信念的基礎上,建立在確定假設和堅實理論與研究基礎上的決策,較之于單純的直覺型決策,具有更多的成功可能性.深入了解消費者,對于確立競爭優(yōu)勢十分關鍵,因

16、為它有助于減少一些決策性失誤.</p><p>　　Consumer Behavior and Marketing Strategy</p><p>　　原文出處:Del I. Hawkins, David L. Mothersbaugh, Roger J. Best, Consumer behavior, China Machine Press, 2007.7(10th)</p&g

17、t;<p>　　The field of consumer behavior is the study of individuals, groups, or organizations and processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs

18、 and the impacts that these processes have on the consumer and society. This is a broader view of consumer behavior than the traditional one, which focused much more on the buyer and the immediate antecedents and consequ

19、ences of the purchasing process. This view will lead us to examine indirect</p><p>　　Marketing Strategy</p><p>　　It is not possible to select target markets without simultaneously formulating a

20、general marketing strategy for each segment. A decisive criterion in selecting target markets is the ability to provide superior value to those market segments. Since customer value is delivered by the marketing strategy

21、, the firm must develop its general marketing strategy as it evaluates potential target markets.</p><p>　　1.1 The Product</p><p>　　A product is anything a consumer acquires or might acquire to m

22、eet perceived need. Consumers are generally buying need satisfaction, not physical product attributes.</p><p>　　1.2 Communications</p><p>　　Marketing communications include advertising, the sale

23、s force, public relations, packaging and any other signal that the firm provides about itself and its products.</p><p><b>　　1.3 Price</b></p><p>　　Price is the amount of money one mu

24、st pay to obtain the right to use the product. One can buy ownership of a product or, for many products, limited usage rights.</p><p>　　1.4 Distribution</p><p>　　Distribution, having the product

25、 available where target customers can buy it, is essential to success. Only in rare cases will customers go to much trouble to secure a particular brand.Obviously,good channel decisions require a sound knowledge of where

26、 target customers shop for the product in question, as the following example shows.</p><p>　　Market Analysis components</p><p>　　Market analysis requires a thorough understanding of the organiza

27、tion’s own capabilities, the capabilities of current and future competitors, the consumption process of potential customers, and the economic, physical, and technological environment in which these elements will interact

28、.</p><p>　　2.1 The Consumers</p><p>　　It is not possible to anticipate and react to customers’ needs and desires without a complete understanding of consumer behavior. Discovering customers’ cur

29、rent needs is a complex process, but it can generally be accomplished by direct marketing research, as the following example illustrates.</p><p>　　2.2 The Company</p><p>　　A firm must fully unde

30、rstand its own ability to meet customer needs. This involves evaluating all aspects of the firm, including its financial condition, general managerial skills, production capabilities, research and development capabilitie

31、s, technological sophistication,reputation,and marketing skills. Marketing skills would include new product development capabilities, channel strength, advertising abilities, service capabilities, marketing research abil

32、ities, market and consumer knowledge, </p><p>　　2.3 The Competitors</p><p>　　It is not possible to consistently do a better job of meeting customer needs than the competition without a thorough

33、understanding of the competition’s capabilities and strategies.</p><p>　　2.4 The Conditions</p><p>　　The state of the economy, the physical environment, government regulations, and technological

34、 developments affect consumer needs and expectations as well as company and competitor capabilities. The deterioration of the physical environment has produced not only consumer demand for environmentally sound products

35、but also government regulations affecting product design and manufacturing.</p><p>　　2.5 Market segmentation</p><p>　　Market segment is a portion of a larger market whose needs differ somewhat f

36、rom the larger market. Since a market segment has unique needs, a firm that develops a total product focused solely on the needs of that segment will be able to meet the segment’s desires better than a firm whose product

37、 or service attempts to meet the needs of multiple segments.</p><p>　　The Nature of consumer behavior</p><p>　　3.1 External influences</p><p>　　Dividing the factors that influence c

38、onsumers into categories is somewhat arbitrary. For example, we treat learning as an internal influence despite the fact that much human learning involves interaction with, or imitation of, other individuals. Thus, learn

39、ing could also be considered a group process.</p><p>　　3.2 Internal influences</p><p>　　Internal influences begin with perception, the process by which individuals receive and assign meaning to

40、stimuli. An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. As such, our attitudes are heavily influenced by the extern

41、al and internal factors that we have discussed in the preceding chapters.</p><p>　　3.3 Self-Concept and Lifestyle</p><p>　　The self-concept is the totality of an individual’s thoughts and feelin

42、gs about him or herself. It is the total image one has of one’s self as a result of the culture one lives in and the individual situations and future plans. Lifestyle is, quite simply, how one lives. It includes the prod

43、ucts one buys, how one uses them, and what one thinks and feels about them. It is the manifestation of one’s self-concept.</p><p>　　3.4 Situations and Consumer Decisions</p><p>　　Consumer decisi

44、ons result from perceived problems and opportunities. We will use the term problem to refer both to problems and to opportunities. Consumer problems arise in specific situations, and the nature of the situation influence

45、s the resulting consumer behavior.</p><p>　　The Meaning Of Consumption</p><p>　　As stated above, all marketing strategies and tactics are based on explicit or implicit beliefs about consumer beh

46、avior. Decisions based on explicit assumptions and sound theory and research are more likely to be successful than are decisions based solely on implicit intuition. Thus, knowledge of consumer behavior can be an importan

47、t competitive advantage. It can greatly reduce the odds of bad decisions.</p><p>　　螞襖膈蕆袇螀膇蕿蝕肈膆艿蒃羄芅莁蚈袀芄蒃蒁螆芃膃蚆螞芃蒞葿肁節(jié)蕆螅羇芁薀薇袃芀艿螃蝿艿莂薆肈莈蒄螁羄莇薆薄袀莇芆螀螆羃蒈薂螂羂薁袈肀羈芀蟻羆羀莃袆袂羀蒅蠆螈聿薇蒂肇肈芇蚇羃肇荿蒀罿肆薁蚆裊肅芁薈螁肄莃螄聿肄蒆薇羅肅薈螂袁膂羋薅螇膁莀螀蚃膀蒂薃肂腿節(jié)

48、衿羈腿莄螞襖膈蕆袇螀膇蕿蝕肈膆艿蒃羄芅莁蚈袀芄蒃蒁螆芃膃蚆螞芃蒞葿肁節(jié)蕆螅羇芁薀薇袃芀艿螃蝿艿莂薆肈莈蒄螁羄莇薆薄袀莇芆螀螆羃蒈薂螂羂薁袈肀羈芀蟻羆羀莃袆袂羀蒅蠆螈聿薇蒂肇肈芇蚇羃肇荿蒀罿肆薁蚆裊肅芁薈螁肄莃螄聿肄蒆薇羅肅薈螂袁膂羋薅螇膁莀螀蚃膀蒂薃肂腿節(jié)衿羈腿莄螞襖膈蕆袇螀膇蕿蝕肈膆艿蒃羄芅莁蚈袀芄蒃蒁螆芃膃蚆螞芃蒞葿肁節(jié)蕆螅羇芁薀薇袃芀艿螃蝿艿莂薆肈莈蒄螁羄莇薆薄袀莇芆螀螆羃蒈薂螂羂薁袈肀羈芀蟻羆羀莃袆袂羀蒅蠆螈聿薇蒂肇肈芇蚇羃肇荿