国际贸易、市场营销类课题外文翻译 - 市场定位策略(Positioning in Practice)

or facilitate the exchange or transaction between the target customers and the organization.

Then we look into the definition of marketing by AMA in 2004. Marketing is \organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.\It is clear from the definition that marketing includes both marketing as a business function (an organizational function) and as a management philosophy/orientation (a set or cross-functional or cross-departmental processes for [a] creating, communicating, and delivering value to the target customer and [b] to manage relationship with customers in ways that benefit the stakeholders). Marketing as a management philosophy requires an integrated effort of every members of the organization to provide superior \to the customer and to build, enhance, and maintain \with (profitable) target customers.

When we look at the definition of marketing by AMA (2004), you can see that marketing, as a management philosophy, requires the integration of every function or department to work together to satisfy the target customers. The target customer is the focus of the company's operations. Everybody in the company (1) works together to create, communicate, and deliver value to the customer and (2) manages the relationship with customers in ways that benefits the company and its stakeholders. We then discussed about the formula of value to demonstrate that customer value creation comes from the integrated effort of every employee of the firm.

Value = quality/price + relationships

Quality: Quality represents everything that customers get from buying your product. As such, quality must be defined by your customers. There are two types of quality: (1) objective quality (i.e., actual quality as can be tested in the lab according to the specification) and (2) perceived or subjective quality (i.e., quality as \that the objective quality of the company's products is acceptable. Quality standards and measures such as TQM, QC, ISO, etc are used to ensure objective quality.

Marketing people use integrated marketing communication (IMC) to build perceived quality in the mind of the customers. It is important that there is a match between objective and perceived quality.

Price: One of the determinants of price is cost. Today, there are two major sources of cost reduction: (1) global sourcing and (2) logistics management. Global sourcing concerns with two consecutive decisions: (1) to make or to buy (i.e., to manufacture the products by yourself or to sub-contract other people to produce for you), and (2) where to make or where to buy. Proper global sourcing can give cost advantage to the firm. Logistics concerns with the strategic movement and storage of products into the firm, inside the firm, and out of the firm. Purchasing or inbound logistics concerns with the movement and storage of raw materials, processed materials, and component parts into the firm. Manufacturing support of intra logistics concerns with the movement and storage of semi-finished products inside the firm. Finally, physical distribution or outbound logistics concerns with the movement of finished products from the firm to its customers. The main concept of logistics is (1) to provide the desired service level to both internal and external customers and (2) at the lowest total cost. A logistics system consists of 3 performance cycle: (1) inbound logistics (or purchasing), (2) intra or inside logistics (or manufacturing support), and outbound logistics (or physical distribution). A good logistics system not only reduces the cost for the company but also provides competitive advantage for the company. In other words, a good logistics system can give a company sustainable competitive advantage by providing appropriate level of service at the lowest total cost.

The service level in logistics consists of: 1. Availability

2. Operational performance a. Speed b. Consistency c. Flexibility

d. Malfunction and recovery 3. Reliability

The costs in logistics include: 1. Order management costs 2. Inventory management costs 3. Material handling costs 4. Transportation costs 5. Warehousing costs

Relationships: There are two types of relationships: (1) relationship with your customers (i.e., relationship marketing and customer relationship management or CRM) and (2) relationships with suppliers and channel members (i.e., strategic alliance/partnership). Strong relationships with both customers and suppliers/channel members are important in the value creation process for the customers.

A company that adopts marketing as its management philosophy or company orientation will try to survive and grow in long-term by focusing on satisfying the needs and wants (i.e., preferences to be more accurate) through the integrated effort of everybody in the firm. As such, a marketing-oriented company has the following characteristics:

* Long-term focus (i.e., profit and growth as a result of customer loyalty/long-lasting relationship)

* Customer focus or customer orientation (i.e., understanding the target customers' needs/wants/problems and their alternatives now and in the future)

* Competitor focus or customer orientation (i.e., understanding the major competitors' objectives and strategies now and in the future)

* Inter-functional or inter-departmental coordination (i.e., every employee takes full responsibility of the success/failure of the firm)

市场定位策略

营销的战略性角色

对于拥有两个或两个以上战略经营单位的大公司来说，通常制定有三个层次的企业战略，分别是： 总体战略，单位层面的（或企业层面的）战略，和营销战略。一个公司的战略能够为公司的发展提供方向，它能展现公司的业务范围和相应的成长政策。一个战略能说明经营单位在一个行业里的竞争情况。最后，一个营销战略能为经营单位提供了一个带有独特市场细分的企业目标和对下一级战略的指导方针。

在企业层面，管理部门必须协调多个战略经营单位的活动。因此，有关该组织的业务范围和资源在其各部门的分配的决定是企业战略的主要焦点。试图开发和维护独特能力的公司往往会把重点放在创造卓越的财务、资金和人力资源，设计有效的组织结构和程序，以及寻求在该公司的各项业务的协同效应上。

在业务层面的战略，经理们注意力集中的焦点往往会在战略经营单位应该如何与其行业内其他经营单位的竞争上。一个商业战略的主要问题是如何实现和保持竞争优势。经营单位间的协同是要求整个产品市场和各职能部门发挥相应作用的。

一个营销策略的主要目的是有效地分配和协调营销活动和市场资源，以实现在一个特定的产品市场的目标。有关的营销战略的决定包括通过细分目标市场来追求和拓宽现有的产品线。在这个战略高度，企业通过有效整合多种符合目标细分市场上顾客需求的营销组合元素来寻求竞争优势和协同效应。

定位的战略性角色

基于上述讨论，很显然，营销策略由两部分组成：目标市场战略和营销组合战略。目标市场战略是由三个过程组成：市场细分，目标市场选择和市场定位。营销组合战略指的是创造一个独特的产品，分销，促销和定价策略（4PS）的过程，旨在满足客户的需求和希望。目标市场战略和营销组合策略有密切的联系，有很强的相互依存关系。目标市场战略是用来制订营销组合策略的方针的。