实践下的营销再聚焦：产品营销的角色转变[外文翻译].doc

1、毕业论文（设计）外文翻译题目体验营销在一、外文原文标题REFOCUSINGMARKETINGTOREFLECTPRACTICETHECHANGINGROLEOFMARKETINGFORBUSINESS原文THEEVOLUTIONOFTHEMARKETINGCONCEPTONECOULDSAYTHATITALLSTARTEDWITHDRUCKER1954DRUCKERSTATEDTHATMARKETINGISTHEUNIQUEFUNCTIONOFBUSINESSITISTHEWHOLEBUSINESSSEENFROMTHECUSTOMERSPOINTOFVIEWCONCERNANDRESPONS

2、IBILITYFORMARKETINGMUSTPERMEATEALLAREASOFTHEENTERPRISEDRUCKER,1954,P36INESSENCE,THISWASTHEBIRTHOFMODERNMARKETINGKEITH1960KICKEDOFFTHEEARLYMARKETINGREVOLUTIONORTHEACTUALBELIEFSYSTEMOFMARKETINGHEDOCUMENTEDTHEPRODUCTIONANDPRODUCTORIENTATION19001930,THESELLINGORIENTATION19301950,ANDFINALLYTHEMARKETINGOR

3、IENTATION1950TOPRESENTLEVITT1960INTRODUCEDTHENOTIONOFMARKETINGMYOPIA,WHICHCAPTURESTHEVERYESSENCEOFTHEPRESENTDAYMARKETINGCONCEPTKOTLERANDLEVY1969THENSETABOUTBROADENINGTHEMARKETINGDOMAIN,STATINGTHATMARKETINGISANALLPERVASIVEACTIVITYTHEYSUGGESTEDTHATTHEWORDS“PRODUCT”,“CONSUMER”AND“TOOLKIT”HADTOBEREDEFIN

4、EDKOTLER1972THENREITERATEDTHEBROADENINGDEBATEANDTOTHISDAYTHEREARESTILLDEBATESASTOWHETHERORNOTTHEMARKETINGCONCEPTISAPPLICABLEWHETHERONEFINDSPOPULARMARKETINGSPHRASEOLOGYSEDUCTIVE,REPULSIVEORJUSTVACUOUS,ONECANNOTDENYMARKETINGS“OUTANDOUTTRIUMPHINTHEMARKETPLACEOFIDEAS”BROWN,1995MARKETINGSEXPANSIVELYBROAD

5、ENINGBEAMKOTLERANDLEVY,1969HUNT,1976HASCLOSEDITSAMPLEFLESHAROUNDPRACTICALLYEVERYIDEAOFCOMMERCIALANDORGANISATIONALLIFEHACKLEY,2001INTHISREGARD,ASASUPERORDINATEPRINCIPLEEMBRACINGALLHUMANEXCHANGE,MARKETINGBECOMESNOLESSTHANAUNIVERSALISEDSYNONYMFORORGANISEDHUMANEXCHANGEBUTHAVETHECOUNTLESSDEFINITIONS/ARGU

6、MENTSONTHEMARKETINGCONCEPTACTUALLYHELPEDPRACTITIONERSTHEBROADENINGDEBATEHASBEENWELLDOCUMENTEDINTHELITERATURETHATISNOTTHEPROBLEMTHEPOPULARSUCCESSOFTEXTUALMARKETINGINTHEBRAVE,NEWGULLIBLEWORLDOFUNIVERSITYBUSINESSEDUCATION,HOWEVER,CONTRASTSQUITESTARKLYTOTHEINDIFFERENCEOFTHEWORLDOFBUSINESSITSELFTHATISNOT

7、TOSAYTHATITISNOTUSEFULITSJUSTTHATTHERELEVANCYTOPRACTICENEEDSTOBEQUESTIONEDBYOUROWNADMISSIONWEHAVEILLDEFINEDTHEORETICALUNDERPINNINGS,HAVEBORROWEDMORETHANWEHAVEDEVELOPED,ANDOURACADEMICWORKSEEMSTOCOMPRISEOF“MEASURINGTHECONSTRUCTSTHATWEHAVENTFOUNDYET”HACKLEY,2001ANOTHER“PROBLEM”ISTHATTHEVITALITYOFTHEMAR

8、KETINGFIELDDEPENDSONACONTINUALCROSSDISCIPLINARYINPUT,EVENTHOUGHTHEMOREPOPULISTTEXTUALVERSIONSOFMARKETINGMANAGEMENTNEGLECTTOACKNOWLEDGEANYINTERDISCIPLINARYDEBTINTHEIRENTHUSIASMFORANATHEORETICALDISCOURSEOFPRACTICETHATISNOTTOSAY,HOWEVER,THATWENEEDTOFORGETABOUTALLTHATHASCOMEBEFOREONTHECONTRARY,ITISMOREI

9、MPORTANTTOSUBJECTAPOPULARANDPOWERFULDISCOURSESUCHASMARKETINGTOASUSTAINEDANDTHOROUGHREEXAMINATION,NOTTOULTIMATELYREINVENTTHEWHOLEORTOPRIVILEGEANEWRHETORICASANADVANCEONTHEOLDHACKLEY,2001BEARINGTHISINMIND,THEREFORE,WESHOULDBESEARCHINGTOALIGNMARKETINGMANAGEMENTWITHACADEMIAMANAGERIALMARKETINGREFERSBROADL

10、YTOTHEIDEATHATACADEMICMARKETINGTHOUGHT,RESEARCH,ANDTEACHINGSHOULDBECONCERNEDWITHTHECODIFICATIONANDTRANSLATIONOFRESEARCHINTOTHEBUSINESSVERNACULAROFACTIONABLEMARKETINGMANAGEMENTPRINCIPLESTWONEWDEVELOPMENTSORPARADIGMSSEEMTOBEWELLSUITEDFORTHISPURPOSETHEYARERETROMARKETINGANDEXPERIENTIALMARKETINGTHESENEWD

11、EVELOPMENTSREPRESENTNEWANDEXCITINGCHALLENGESTOBOTHACADEMICSANDPRACTITIONERSTHESTRENGTHOFTHESETWONEWDEVELOPMENTSISTHATTHEYSEEMTOWORKASSUCH,THEACADEMICCOMMUNITYHASAROLETOPLAYINDIFFUSINGTHESECONCEPTSTOPROVIDEMETHODSTHATENABLEPRACTITIONERSANDACADEMICSALIKETODISTILFACTSANDVALIDINFERENCESFROMTHEPLETHORAOF

12、INFORMATIONTHATISBEGINNINGTOBUILDUPRETROMARKETINGWHEREASTHECONTEMPORARYMARKETINGCONCEPTANDSOCIETALMARKETINGCONCEPTISCONCERNEDWITHTHECUSTOMERSATISFACTION,CUSTOMERVALUEANDCOMPETITION,BROWN2001STATEDBOLDLYANDCLEARLY“TORMENTYOURCUSTOMERSTHEYLLLOVEIT”THISISAFUNDAMENTALSHIFTAWAYFROMTHETRADITIONALDOCTRINES

13、OFTHEMARKETINGTEXTSBUTDOESITWORKINPRACTICETHEESSENCEOFRETROMARKETINGISFOUNDEDINTHEPRINCIPLETHATCONSUMERSARESICKOFBEINGPANDEREDTOTHEYYEARNTOBETEASED,TANTALISED,ANDTORTUREDBYMARKETERSANDTHEIRWARESJUSTLIKEINTHEGOODOLDDAYSBROWN,2001BROWNHASAPROBLEMWITHTHENOTIONOFCUSTOMERCENTRICITYHESTATEDTHATCUSTOMERSDO

14、NOTKNOWWHATTHEYWANTTHEYNEVERHAVETHEYNEVERWILLTHEWRETCHESDONTEVENKNOWWHATTHEYDONTWANTBROWN,2001HISRETROMARKETINGPAPERISFULLOFVERYCLEVEROBSERVATIONS,ONESWHICHAREEASILYOBSERVABLEHESTATESTHATAMINDLESSDEVOTIONTOCUSTOMERSMEANSMETOOPRODUCTS,COPYCATADVERTISINGCAMPAIGNS,ANDMARKETPLACESTAGNATIONBROWN,2001FURT

15、HERMORE,HEHINTSTHATTHEMODERNMARKETINGPHILOSOPHYISOVERPLAYEDWHATEVERPEOPLEWANTTHEYDONOTWANTKOWTOWINGFROMTHECOMPANIESTHATMARKETTOTHEMTHEYDONOTWANTUSTOPROSTRATEOURSELVESINFRONTOFTHEMANDTOPROMISETOLOVETHEM,TILLDEATHDOUSPARTTHEYDMUCHRATHERBETEASED,TANTALIZEDANDTORMENTEDBYDELICIOUSLYINSATIABLEDESIREBROWN,

16、2001TOTHISEND,BROWNINTRODUCESTHECONCEPTOFRETROMARKETINGALTHOUGHAFORMALDEFINITIONISSTILLINPROGRESS,RETROMARKETINGMAYBESEENASAREVIVALORRELAUNCHOFAPRODUCTORSERVICEFROMAPRIORHISTORICALPERIODTHEPRINCIPLESOFTHISPARADIGMARESIMPLEANDTOTHEPOINTMARKETERSGETMOREBYPLAYINGHARDTOGETANDASSUCHRETROMARKETINGREPRESEN

17、TSTHEVERYANTITHESISOFMODERNMARKETINGBROWN,2001ACURSORYOBSERVATIONOFTHEMARKETPLACEPROVIDESEXAMPLESTHATRETROMARKETINGISBEINGCONDUCTEDCARSVWBEETLE,CLOTHINGTHAT1970SLOOKANDFURNISHINGTHEARTDECOLOOKBROWNALSOSTATEDTHATRETROMARKETINGWORKSBECAUSEPEOPLEARENTJUSTSUCKERSFOROLDFASHIONEDGOODSANDSERVICES,THEYALSOY

18、EARNFORTHEMARKETINGOFTIMESGONEBYTHEYACTUALLYMISSTHEDAYSWHENATRANSACTIONWASJUSTATRANSACTIONBROWN,2001BROWNBELIEVESTHATTHESUCCESSOFRETROMARKETINGRESTSINTHERECOGNITIONTHATTODAYSCONSUMERSARENOTHINGBUTMARKETINGSAVVYANDTHATPEOPLEENJOYTHEARTOFAWELLCRAFTEDSALESPITCHTHEIMPLEMENTATIONOFRETROMARKETINGISGOVERNE

19、DBYFIVEBASICPRINCIPLESOFTRICKSTERISM,ENTERTAINMENT,AMPLIFICATION,SECRECY,ANDEXCLUSIVITYORTEASEFORSHORTOBVIOUSLY,RETROMARKETINGMARKSASERIOUSDEPARTUREFROMTHESTANDARDCRMINFLUENCEDMARKETINGAPPROACHITREPRESENTSASERIOUSDEPARTUREFROMTHETRADITIONALCONCEPTSANDABOUTTIMETOOMARKETINGSHOULDNOTBEASOBERSIDEDDISCIP

20、LINEMARKETINGSHOULDBEFUN,ANDRETROMARKETINGISONEMETHODOFPUTTINGTHEFUNBACKINTOTHEDISCIPLINEINBROWNSOWNWORDSRETROMARKETINGPUTSTHEMARKINTOMARKETING,THECONINTOCONCEPT,THECUSSINTOCUSTOMERSBROWN,2001BUTISRETROMARKETINGAPPLICABLEINTHE“REAL”WORLDMAYBEITISJUSTAFORMOFNOSTALGICMARKETINGOFCOURSE,RETROMARKETINGIS

21、NOTAPPROPRIATEONEVERYOCCASION,NORISITAPPLICABLETOEVERYPRODUCT,SERVICE,ORMARKETSEGMENTBUTTHENAGAIN,ISMODERNMARKETINGRETROMARKETINGMAYONLYBESUITABLEFORESTABLISHED,HIGHPROFILE,GLOBALBRANDSWITHSTRONGBRANDEQUITYTHOSETHATCANAFFORDTOTAKEARISKWHETHERADOPTEDORNOT,THEPOINTISTHATITISARADICALSHIFTFROMTHETRADITI

22、ONALTEACHINGS,ANDISEASILYIMPLEMENTEDITCHALLENGESANDROCKSTHEVERYTHEORETICALFOUNDATIONSOFTHEMARKETINGDISCIPLINEBUTITISONETHATHASPROVENTOBESUCCESSFULVW,FOREXAMPLEITISAWAYOFTHINKINGTHATNOTONLYPROVIDESA“WAKEUP”CALLFORMARKETINGACADEMICSANDSOMEPRACTITIONERS,BUTINLINEWITHTHERATIONALEFORTHISARTICLEPROVIDESNE

23、WLIFEBLOODTOTHEDISCIPLINEASWEKNOWITEXPERIENTIALMARKETINGSCHMITT1999ISPRIMARILYRESPONSIBLEFORTHERISEOFEXPERIENTIALMARKETINGHESTATEDTHATTRADITIONALMARKETINGANDBUSINESSCONCEPTSOFFERHARDLYANYGUIDANCETOCAPITALISEONTHEEMERGINGEXPERIENTIALECONOMYSCHMITT,1999EXPERIENTIALMARKETINGISESSENTIALLYCONCERNEDWITHTH

24、ESIXSENSESSMELL,VISION,TASTE,HEARING,TOUCHANDBALANCEEXPERIENTIALMARKETINGHASGROWNINIMPORTANCEBECAUSETRADITIONALMARKETINGHASLARGELYIGNOREDTHENOTIONOFACTEXPERIENCESEXPERIENTIALMARKETINGISNOTAFADITISBEINGIMPLEMENTEDINPRACTICE,YETISNOTACCOUNTEDFORINTHEVARIOUSPHILOSOPHIESCONCEPTSOFMARKETINGACCORDINGTOUSA

25、NDEUROPEANMARKETINGEXPERTS,EXPERIENTIALMARKETINGISSETTOTURNMOSTOFTRADITIONALMARKETINGONITSHEADASTUDYCONDUCTEDBYMARKETINGWEEKASCITEDINNZMARKETINGMAGAZINE,2003FORWARDEDTHAT71PERCENTOFSENIOREXECUTIVESINTHEUSANDUKAGREEDTHATTHECUSTOMEREXPERIENCEISTHENEXTBIGBATTLEGROUNDEXPERIENTIALMARKETINGWILLRISEINIMPOR

26、TANCEESPECIALLYFORMARKETERSOFINTANGIBLEPRODUCTSBECAUSEMARKETINGINTHETWENTYFIRSTCENTURYISMORECHALLENGINGTHANEVERDUETOFRAGMENTEDMEDIA,CLEVERANDARTICULATEDCONSUMERS,ANDTHERISEOFTHE“FREETHINKING”CONSUMEREXPERIENTIALMARKETINGISABOUTMORETHANAONEOFFEXPERIENCEITSATOTALLYNEWWAYOFTHINKINGABOUTMARKETINGTHECRUX

27、OFEXPERIENTIALMARKETINGISTHATAMARKETERSHOULDNOTONLYBECONCERNEDWITHCUSTOMERSATISFACTIONHEORSHESHOULDBEMORECONCERNEDWITHMAKINGTHECONSUMEREMOTIONALLYATTACHEDTOTHEPRODUCT/SERVICETHUS,IFWERETURNTOTHETRADITIONALMARKETINGCONCEPT,WESEETHATONLYCUSTOMERSATISFACTIONISIMPORTANT,WHEREASINTHEEXPERIENTIALPARADIGM,

28、EMOTIONALATTACHMENTISKEYTHUS,MARKETERSAREFACEDWITHTHECHALLENGEOFFINDINGWAYSTHATTHISCANBEACCOMPLISHEDANONGOINGEMOTIONALATTACHMENTBETWEENABRANDANDCONSUMERISTHEULTIMATEAIMOFEXPERIENTIALMARKETINGTHEDELIVERYISTHROUGHAUNIQUEEXPERIENCE,WHICHCANONLYBECREATEDBYTHEBRAND,GIVINGOWNERSAHIGHERDEGREEOFCONTROLCOMPA

29、NIESTHATENGAGEINEXPERIENTIALMARKETINGTAKEABRANDESSENCEANDBRINGITTOLIFEINTHEFORMOFANEVENT,EXPERIENCE,ORINTERACTIONTHECOMPANYMUSTBEACTIVERATHERTHANPASSIVEINRELATIONTOTHEBRANDEXPERIENTIALMARKETINGOFFERSNEWANDEXCITINGCHALLENGESTOMARKETINGACADEMICSANDPRACTITIONERSITDEMANDSTHATTHEMARKETINGDEPARTMENTMUSTKN

30、OWTHEIRPRODUCTSBRANDESSENCEBRANDESSENCEHASTWODIMENSIONSAFUNCTIONALONEANDANEMOTIONALONEAFUNCTIONALESSENCEASKSTHEQUESTIONWHATISITTHATWEDOANEMOTIONALESSENCEISMORECONCERNEDWITHCUSTOMERPERCEPTIONS,THATIS,HOWDOYOUFEELABOUTITFOREXAMPLE,THEFUNCTIONALELEMENTOFREDBULLISTHATITISANENERGYBOOSTINGDRINK,WHEREASTHE

31、EMOTIONALESSENCEISONEGIVESYOUENHANCEDABILITYOR“GIVESYOUWINGS”ITISTHELATTER“ESSENCE”THATDEMANDSTHEGREATESTEFFORTFROMMARKETERSNZMARKETINGMAGAZINE,2003EXPERIENTIALMARKETINGREPRESENTSAFUNDAMENTALSHIFTFROMTHETRADITIONALMARKETINGCONCEPTWITHREGARDSTOSEGMENTATIONNZMARKETINGMAGAZINE2003REPORTEDTHAT“TRADITION

32、ALMARKETINGISNOLONGERASEFFECTIVEASITONCEWASINTHISNEWWORLD,EXPERIENTIALMARKETINGCREATESRELATIONSHIPS”IFACOMPANYUSESTRADITIONALSEGMENTATIONAPPROACHES,ITISDIFFICULTFORACOMPANYTOCOMMUNICATEWITHBOTH25YEAROLDSAND65YEAROLDSOREVENABROADERRANGEOFDEMOGRAPHICSORPROFILESEXPERIENTIALMARKETINGMAKESTHISPROCESSEASI

33、ERBYGROUPINGPEOPLEACCORDINGTOTHEIRVALUES,THEIRENJOYMENT,PERSONALITYTYPEANDSOCIALGROUPINTHELOOSESENSEEXPERIENTIALMARKETINGCANONLYBEDELIVEREDTHROUGHAPPROPRIATECHANNELS,WHICHAREMOREOFTENTHANNOTLOCATEDINTHEOFFLINEWORLDINTHISREGARD,EXPERIENTIALMARKETINGREPRESENTSASIGNIFICANTSHIFTFROMTRADITIONALMARKETINGT

34、AKEFOREXAMPLE,MEDIACHOICETODELIVERAMESSAGEINTHEEXPERIENTIALECONOMY,THEVERYNATUREOFTHEFRAGMENTEDMEDIANOLONGERREPRESENTSASUFFICIENTCHANNELTOCREATEAWARENESSAND/ORBUILDRELATIONSHIPSUNIQUEEVENTSARETHEONLYWAYTOCREATERELATIONSHIPS,ANDTHESERELATIONSHIPSARETHENSUPPLEMENTEDWITHOTHERMEDIATODEVELOPAWARENESSANDD

35、EVELOPSALESTAKEREDBULLFOREXAMPLEEACHYEAR,AROUNDTHEWORLDTHEYCHALLENGEPEOPLETOBUILDTHEIROWNFLYINGMACHINEINLINEWITHTHEIRPROMOTIONALSTATEMENT“REDBULLGIVESYOUWINGS”AUNIQUEEXPERIENCEISPROVIDEDTOALLINVOLVEDANDITISUPTOTHEMARKETINGDEPARTMENTTOBECREATIVEINTHEDEVELOPMENT,DESIGNANDEXECUTIONOFSUCHINITIATIVESMARK

36、ETINGINTHETWENTYFIRSTCENTURYWILLBECHARACTERIZEDBYINGENUITY,CREATIVITYANDINNOVATIVENESSANDITISALREADYHAPPENINGMOREANDMORECOMPANIESARESPENDINGLESSONTRADITIONALMEDIAASADVOCATEDBYTRADITIONALMARKETINGTODELIVERTHEESSENCEOFTHEIRBRANDTELEVISIONADVERTISING,FOREXAMPLE,HASDECLINED,WITHCOMPANIESSEEKINGTOSPENDMO

37、REOFTHEIRMONEYONCREATINGUNIQUEEVENTSNOTONEOFFEVENTSNZMARKETINGMAGAZINE2003REPORTEDEVIDENCEOFTHISPEPSI,FOREXAMPLE,REPORTEDASALESGROWTHOF30PERCENTIN2002,WITHARELATIVELYSMALLSPENDONTRADITIONALMEDIA,PREFERRINGINSTEADTOUSENONTRADITIONALFORMSOFMARKETINGASADVOCATEDBYTHEEXPERIENTIALPARADIGMGENERALMOTORSADVE

38、RTISINGSPENDGREWSTEADILYBETWEEN19952000,BUTMARKETSHAREDROPPEDFROM34PERCENTTO28PERCENTOVERTHESAMEPERIODCOCACOLASPENTUS14BONADVERTISINGIN2001,WHILEITSMARKETVALUEDECLINEDFROMUS145BTOUS119BINTHESAMEPERIODSTEPHENHEYER,CEOCOCACOLA,RECOGNISESTHISPROBLEMCLEARLY,TRADITIONALMARKETINGISNOTWORKINGFORTHEMINAINTE

39、RVIEWIN2003,STEVENHEYERWASQUOTEDASSAYINGTHAT“EXPERIENCEBASED,ACCESSDRIVENMARKETINGISTHENEXTFRONTIER”STEVEHEYER,CEOCOCACOLA,ASREPORTEDINNZMARKETINGMAGAZINE2003AGAIN,EXPERIENTIALMARKETINGREPRESENTSADIVERGENCEFROMTHETRADITIONALTEACHINGSANDONCEAGAINPROVIDESEVIDENCETHATITISTIMETOREVITALIZES,RETHINK,REALI

40、GNANDREFOCUSBOTHTHECONCEPTANDTHEFUNCTIONTOREFLECTCONTEMPORARYPRACTICESTRADITIONALMARKETINGTHINKINGFIGHTSAGAINSTEMBRACINGEXPERIENTIALMARKETINGYETPIONEERSAREMAKINGITWORKONEOFOURCRITICISMSINTHEPASTHASBEENTHATMARKETINGLACKSIMAGINATIONANDTHATCURRENTRESEARCHMETHODSARENOTPRODUCINGNEWINSIGHTSINTOCUSTOMERSBE

41、HAVIOURBECAUSETHEYAREENCUMBEREDBYTRADITIONALCONCLUSIONSTHECONCEPTANDPRACTICEOFMARKETINGNEEDTOBEREFOCUSEDTRADITIONALTEACHINGSNEEDTOBEREVISEDNOTDISCARDED,ANDMARKETINGPERSONNELNEEDTOKNOWTHETRADITIONALWAYOF“DOINGMARKETING”BEFOREONECANACCEPTNEWORDIFFERENTWAYSOFDELIVERINGANDIMPLEMENTINGAMARKETINGPROGRAMWH

42、ATISHAPPENINGINREALITYISNOTREFLECTEDINOURTEACHINGSANDWHATSMOREWHATISPRESENTEDINTHETEXTS,DOESNOTREPRESENTAPANACEAORPRINCIPLESOFBESTPRACTICEFORMANAGINGMARKETINGINANYORGANISATIONTHEPRINCIPLESOFRETROMARKETINGANDEXPERIENTIALMARKETINGATTESTTOTHISTHESEAREONLYTWONEWWAYSOFTHINKINGORPARADIGMSINMARKETING,ANDTH

43、EYAREBEINGPRACTICEDPICKUPANYMARKETINGTEXTARETHERECHAPTERSDEVOTEDTOTHESENEWWAYSOFTHINKINGABOUTANDDELIVERINGMARKETINGMORETHANEVERTHETRADITIONALMARKETINGCONCEPTNEEDSTOBEREFOCUSEDTOREFLECTWHATISHAPPENINGINPRACTICEFOREXAMPLE,THEKEYELEMENTSOFTHEMARKETINGCONCEPTANDTHESOCIETALMARKETINGCONCEPTINCLUDECUSTOMER

44、SATISFACTION,TOTALCOMPANYEFFORTS,ANDPROFITTHESEARESTILLVERYIMPORTANT,BUTINSOMECASES,CUSTOMERSATISFACTIONISNOTENOUGHWESHOULDBESTRIVINGFORCUSTOMEREMOTIONALATTACHMENT,ANDPERHAPSEVENINCLUDETHEWORDVALUEINTHEDEFINITIONSINSHORT,CONVENTIONALMARKETINGTHINKINGISUNSUITABLEFORTOMORROWSMARKETINGSTRATEGIESANDTHEC

45、HALLENGESOFOURPOSTMODERNAGEITISTHISNOTIONOFCOMPLETEEMOTIONALATTACHMENTANDVALUETHATTHISARTICLECONCLUDESINTHEPASTWETHEDISCIPLINEHAVEBEENCRITICISEDCOMMONCRITICISMSINCLUDEMARKETINGISJUSTSELLING,ADVERTISINGCOMMONSENSEMARKETINGISMISLEADING,HARMFUL,UNSUSTAINABLEANDWASTEFULMARKETINGMANIPULATESMARKETINGISINE

46、FFECTIVE,UNPRODUCTIVE,ANDEVEN,UNNECESSARYMARKETINGISUNSCIENTIFICORTOOREDUCTIONIST,POORLYGROUNDED,UNFOCUSEDANDEVENDATEDMARKETINGISESOTERIC,IRRELEVANT,ANDPOORLYCOMMUNICATEDTOPRACTITIONERSMARKETINGISTOOHARDTOUNDERSTANDSTUDENTSPOINTOFVIEWANDMARKETINGHASTOCONTINUALLYJUSTIFYITSPRESENCEWHYHAVETHESECRITICIS

47、MSBEENLEVELLEDONUSWELL,ONEREASONISTHATACADEMIADOESNTNECESSARILYMIRRORPRACTICEANDVICEVERSATHEREISUNEQUIVOCALEVIDENCETOSUGGESTTHATTHEREISANEEDTOREFOCUSMARKETINGTOREFLECTCONTEMPORARYMARKETINGPRACTICESSEGMENTATION,WHICHISNOTASPOWERFULASREVEALINGATTITUDESANDVALUESETSTHEEXPERIENTIALAPPROACHSEEKSTOIDENTIFY

48、BEHAVIOURSORATTITUDESANDVALUESETSHELDINCOMMONACROSSANAUDIENCEWHOSEDEMOGRAPHICCHARACTERISTICSTRADITIONALBASISOFSEGMENTATIONMIGHTBEQUITEDIVERSETHEIDEAISTHATONCEYOURESONATEWITHTHATVALUESET,ITBECOMESEMOTIONALANDTHECUSTOMERISFARLIKELYTOBELOYALARGUABLY,OFCOURSE,THEMOREEMOTIONALTHEPRODUCT,THEMOREITLENDSITS

49、ELFTOANEXPERIENTIALMARKETINGCAMPAIGNNZMARKETINGMAGAZINE,2003出处PATRICKMCCOLE,2004“REFOCUSINGMARKETINGTOREFLECTPRACTICETHECHANGINGROLEOFMARKETINGFORBUSINESS“,JMARKETINGINTELLIGENCEHUNT,1976结束了实际商业和组织生活中的每一个丰富的想法HACKLEY，2001。鉴于此，作为一个超长原则接受所有人的交流，营销正如一个被普遍化的组织的同义词。但是营销概念的不计其数的定义或论据真正地有助于实践者吗那不断扩展的辩论已经在文献中被证明那根本不是问题。文本流行的成功的营销是在大学工商教育勇敢，新的易受欺骗的世界中，对比之下，是对世界商业的冷漠。这并不是说它不是有用的只是与实践的相关性需要被质疑。我们自己也承认是以含糊不清的理论作为基础，借用的大大超出我们已经发展的，并且我们的学术工作似乎包括“测量建设我们还没有找到”HACKLEY2001。另一“问题”是营销领域的生命力取决于各个学科的融入，即使受欢迎的营销管理的文本版本在一份关于实践的非理论论文中也不承认任何跨学科债务。这不是说我们需要忘掉前面的一切。相反，是更加重要的是，根据一份普遍和强有力