企業(yè)的市場取向-外文翻譯

1、外文翻譯原文COMPANYIENTATIONSTOWARDTHEMARKETPLACEMaterialSource:MarketingManagementAuth:PhilipKotlerMarketingmanagementistheconsciouseffttoachievedesiredexchangeoutcomeswithtargetmarkets.Butwhatphilosophyshouldguideacompany’sm

2、arketingefftsWhatrelativeweightsshouldbegiventotheoftenconflictinginterestsoftheganizationcustomerssocietyFexampleoneofDexterCpation’smostpopularproductswasaprofitablegradeofpaperusedinteabags.Unftunatelythematerialsinth

3、ispaperaccountedf98percentofDexter’shazardouswastes.SowhileDexter’sproductwaspopularwithcustomersitwasalsodetrimentaltotheenvironment.Dexterassignedanemployeetaskfcetotacklethisproblem.Thetaskfcesucceededthecompanyincrea

4、seditsmarketsharewhilevirtuallyeliminatinghazardouswaste.Clearlymarketingactivitiesshouldbecarriedoutunderawellthoughtoutphilosophyofefficienteffectivesociallyresponsiblemarketing.Infacttherearefivecompetingconceptsunder

5、whichganizationsconductmarketingactivities:productionconceptproductconceptsellingconceptmarketingconceptsocietalmarketingconcept.TheProductionConceptTheproductionconceptoneoftheoldestinbusinessholdsthatconsumerspreferpro

6、ductsthatarewidelyavailableinexpensive.Managersofproductionientedbusinessesconcentrateonachievinghighproductionefficiencylowcostsmassdistribution.Thisientationmakessenseindevelopingcountrieswhereconsumersaremeinterestedi

7、nobtainingtheproductthaninitsfeatures.Itisalsousedwhenacompanywantstoexpthemarket.TexasInstrumentsisaleadingexponentofthisconcept.Itconcentratesonbuildingproductionvolumeupgradingtechnologyindertobringcostsdownleadingtol

8、owerpricesexpansionofthemarket.ThisientationhasalsobeenakeystrategyofmanyJapanesecompanies.TheProductConcept2areindefensibleassumptions.Infactonestudyshowedthatdissatisfiedcustomersmaybadmouththeproductto10meacquaintance

9、sbadnewstravelsfastsomethingmarketersthatusehardsellingshouldbearinmind.TheMarketingConceptThemarketingconceptbasedoncentraltescrystallizedinthe1950schallengesthethreebusinessientationswejustdiscussed.Themarketingconcept

10、holdsthatthekeytoachievingganizationalgoalsconsistsofthecompanybeingmeeffectivethanitscompetitsincreatingdeliveringcommunicatingcustomervaluetoitschosentargetmarkets.TheodeLevittofHarvarddrewaperceptivecontrastbetweenthe

11、sellingmarketingconcepts:“Sellingfocusesontheneedsofthesellermarketingontheneedsofthebuyer.Sellingispreoccupiedwiththeseller’sneedtoconverthisproductintocashmarketingwiththeideaofsatisfyingtheneedsofthecustomerbymeansoft

12、heproductthewholeclusterofthingsassociatedwithcreatingdeliveringfinallyconsumingit.”Themarketingconceptrestsonfourpillars:targetmarketcustomerneedsintegratedmarketingprofitability.Thesellingconcepttakesaninsideoutperspec

13、tive.Itstartswiththefactyfocusesonexistingproductscallsfheavysellingpromotingtoproduceprofitablesales.Themarketingconcepttakesanoutsideinperspective.Itstartswithawelldefinedmarketfocusesoncustomerneedscodinatesactivities

14、thataffectcustomersproducesprofitsbysatisfyingcustomers.TargetMarketCompaniesdobestwhentheychoosetheirtargetmarket(s)carefullypreparetailedmarketingprograms.FexamplewhencosmeticsgiantEsteeLauderrecognizedtheincreasedbuyi

15、ngpowerofminitygroupsitsPreivesubsidiarylaunchedan“AllSkins”lineoffering115foundationshadesfdifferentskintones.PreivecreditsAllSkinsfa45percentsalesincreasesincethisproductlinewaslaunched.CustomerNeedsAcompanycancarefull

16、ydefineitstargetmarketyetfailtocrectlyunderstthecustomers’needs.Clearlyunderstingcustomerneedswantsisnotalwayssimple.Somecustomershaveneedsofwhichtheyarenotfullyconscioussomecannotarticulatetheseneedsusewdsthatrequiresom