1、1本科毕业论文外文翻译外文文献译文标题差别化策略材料来源营销管理作者菲利普科特勒1产品差别化。产品的产别体现在形式、特色、性能、一致性、耐用性、可靠性、可维修性、风格和设计。其中（1）形式。形式上的差别包括一种产品的尺寸、形状或实体结构。（2）特色。特色就是指产品的基本功能的某些增补。（3）风格。风格是指产品给予顾客的视觉和感觉效果。购买者通常愿为有吸引力风格的产品多付一些钱。2服务差别化。服务差别化主要表现在订货方便、交货、安装、客户培训、客户咨询、维修保养。其中（1）订货方便。订货方便是指如何使顾客能方便地向公司订货。（2）交货。交货是指产品或服务如何送达顾客。3差别定价。差别定价有以下几
2、种形式（1）顾客细分定价。对同样的产品或者服务，不同顾客支付不同的数额。（2）产品式样定价。产品的式样不同，制定的价格也不同，这个价格对于它们各自的成本是不成比例的。（3）形象定价。有些公司根据不同的形象，给同一种产品定出两个不同的价格。（4）地点定价。不同地点可制定不同的价格，即使所提供的每个地点的成本是相同的。（5）时间定价。不同日期，甚至不同钟点。都可以季节性地变动价格。4营销公关的主要决策。营销公关的主要工具（1）公开出版物。公司大量依靠各种传播材料去接近和影响其目标市场。它们包括年度报告、小册子、文章、视听材料、商业信件和杂志，去接近和影响其目标市场。（2）事件。公司可通过安排一些特
3、殊的事件来吸引对其新产品和该公司其他事件的注意。这些事件包括记者招待会、讨论会、郊游、展览会、竞赛和周年庆祝活动。以及运动会和文化赞助等，以接近目标公众。（3）新闻。公关专业人员的一个主要任务是发展或创造对公司和其产品或人员有利的新闻。（4）演讲。演讲是创造产品及公司知名度的另一项工具。（5）公益服务活动。公司可以通过向某些公益事业捐赠一定的金钱和时间，以提高其公众信誉。（6）形象识别媒体。在一个高度交往的社会中，公司不得不努力去赢得注意。5消费者购买行为。消费者行为研究是指研究个人、集团和组织究竟怎样选择、购买、使用和处置商品、服务、创意或经验，以满足他们的需要和愿望。影响消费者购买行为的主
4、要因素有（1）文化因素。文化、亚文化和社会阶层对购买行为起到了重要作用。文化是人类欲望和行为的最基本的决定因素。（2）2社会因素。消费者的购买行为同样也受到一系列社会因素的影响，如消费者相关群体、家庭和社会角色地位。一个人的相关群体是指那些直接或间接影响人的看法和行为的群体。主要影响群体包括家庭、朋友、邻居与同事，他们之间接触频繁能够相互影响。（3）个人因素。购买者决策也受其个人特征的影响，特别是受其年龄和生命周期阶段、职业、经济环境、生活方式、个性以及自我概念的影响。（4）心理因素。一个人的购买选择也受到四种主要心理因素的影响，即动机，认知，学习以及信念和态度。6购买决策过程。营销者除了了解
5、对购买者产生的各种影响因素之外，他们还应了解消费者怎么样实际地作出购买决策。确切地说，营销者必须明确谁作出了购买决策、购买决策的类型以及购买过程中的步骤。7品牌决定要品牌或不要品牌第一项决定是天气，该公司应制定其产品的品牌名称。在过去，大部分产品没有品牌了。生产商和中介机构出卖桶，箱和货物的案例，没有任何供应商协议。买家取决于卖方的完整性。最早的品牌标志是中世纪行会的努力，要求手工艺把他们的产品商标来保护自己和消费者对质量低劣。在美术界，也开始与品牌签约艺术家的作品。今天，品牌是如此的强大力量，几乎什么东西都有品牌。盐是独特的包装制造集装箱，用柑桔种植者的姓名，螺母和螺栓盖在玻璃纸包装与分销商
6、的标签和汽车零部件，火花塞，轮胎，过滤器，承担不同的汽车品牌。新鲜食品，如鸡，火鸡，鱼和鲑鱼，正越来越多地出售的大力宣传品牌。在某些情况下，出现了“还没有品牌的某些大宗消费品和药品”。家乐福，法国大型超市推出了“没有品牌”，或在其商店非专利药在70年代初。泛型是无品牌，显然包装，减少昂贵的普通产品版本，如意大利面条，纸巾，和罐头桃子。他们提供的价格可高达百分之二十至百分之四十低于国家公布的品牌和百分之十至百分之二十低于零售商私人品牌标准或质量下降。较低的价格成为可能，低质量的原料，成本更低的标签和包装，和最小的广告。民族品牌打了多种方式泛型。罗尔斯顿普瑞纳增加其质量和有针对性的确定谁强烈的宠物
7、和质量最关心宠物主人。产品宝洁推出了横幅纸制品的质量较差的产品比其高线，但高于仿制药的质量和有竞争力的价格线。其他公司，根本减价竞争泛型。为什么他们的产品销售的品牌时，这样做显然需要成本品牌给卖方几个优点。（1）这个品牌名称，便容易卖方处理订单，并跟踪问题。（2）卖方的品牌和商标提供独特的产品功能的法律保护。（3）品牌使卖方有机会吸引客户的忠诚度和盈利集。品牌的忠诚度让经销商一些竞争的保护。（4）品牌帮助卖方细分市场。销售工作而不是宝洁的一个简单的具体利益寻求细分市场。（5）强3大的品牌有助于建立公司的形象，使它更容易推出新品牌，获得了经销商和客户的认同。分销商和零售商需要品牌，因为品牌使产品
8、更容易处理，保持一定的生产质量标准，加强买方优惠，并使其便于识别的供应商。消费者需要品牌，帮助他们识别质量上的差别和更有效地购物。4外文文献原文MATERIALSOURCEMARKETINGMANAGEMENTAUTHORPHILIPKOTLERBRANDDECISIONS1PRODUCTDIFFERENTINATIONPHYSICALPRODUCTSVARYINTHEIRPOTENTIALFORDIFFERENTIATIONATONEEXTREMEWEFINDPRODUCTSTHATALLOWLITTLEVARIATIONCHICKEN,STEEL,ASPIRINYETEVENHERE,SO
9、MEDIFFERENTIATIONISPOSSIBLEFRANKPERDUECLAIMSTHATHISCHICKENSAREMORETENDERANDHEGETSA10PERCENTPRICEPREMIUMPGMAKESSEVERALBRANDSOFLAUNDRYDETERGENT,EACHWITHASEPARATEBRANDIDENTITYATTHEOTHEREXTREMEAREPRODUCTSCAPABLEOFHIGHDIFFERENTIATION,SUCHASAUTOMOBILES,COMMERCIALBUILDINGS,ANDFURNITUREHERETHESELLERFACESANA
10、BUNDANCEOFDESIGNPARAMETERS,INCLUDINGFORM,FEATURES,PERFORMANCEQUALITY,CONFORMANCEQUALITY,DURABILITY,RELIABILITY,STYLE,ANDDESIGNFORMMANYPRODUCTSCANBEDIFFERENTIATEDINFORM,THESIZE,SHAPE,ORPHYSICALSTRUCTUREOFAPRODUCTCONSIDERTHEMANYPOSSIBLEFORMSTAKENBYPRODUCTSSUCHASASPIRINALTHOUGHASPIRINISESSENTIALLYACOMM
11、ODITY,ITCANBEDIFFERENTIATEDBYDOSAGESIZE,SHAPE,COLOR,COATING,ACTIONTIME,ANDSOONFEATURESMOSTPRODUCTSCANBEOFFEREDWITHVARYINGFEATURES,CHARACTERISTICSTHATSUPPLEMENTTHEPRODUCTSBASICFUNCTIONBEINGTHEFIRSTTOINTRODUCEVALUEDNEWFEATURESISONEOFTHEMOSTEFFECTIVEWAYSTOCOMPETEACOMPANYCANIDENTIFYANDSELECTAPPROPRIATEN
12、EWFEATURESBYSURVEYINGRECENTBUYERSANDTHENCALCULATINGCUSTOMERVALUEVERSUSCOMPANYCOSTFOREACHPOTENTIALFEATURETHECOMPANYSHOULDALSOCONSIDERHOWMANYPEOPLEWANTEACHFEATURE,HOWLONGITWOULDTAKETOINTRODUCEEACHFEATURE,ANDWHETHERCOMPETITORSCOULDEASILYCOPYTHEFEATURECOMPANIESMUSTALSOTHINKINTERMSOFFEATUREBUNDLESORPACKA
13、GESAUTOCOMPANIESOFTENMANUFACTURECARSATSEVERAL“TRIMLEVELS“THISLOWERSMANUFACTURINGANDINVENTORYCOSTSEACHCOMPANYMUSTDECIDEWHETHERTOOFFERFEATURECUSTOMIZATIONATAHIGHERCOSTORAFEWSTANDARDPACKAGESATALOWERCOSTSTYLESTYLEDESCRIBESTHEPRODUCTSLOOKANDFEELTOTHEBUYERBUYERSARENORMALLYWILLINGTOPAYAPREMIUMFORTHEIREXTRA
14、ORDINARYLOOKAESTHETICSHAVEPLAYEDAKEYROLEINSUCHBRANDSASABSOLUTVODKA,STARBUCKSCOFFEE,APPLECOMPUTERS,MONTBLANCPENS,GODIVACHOCOLATE,ANDHARLEYDAVIDSONMOTORCYCLESTOOMANYPRODUCTSAREYAWNPRODUCINGRATHERTHANEYECATCHINGSTYLEHASTHEADVANTAGEOFCREATINGDISTINCTIVENESSTHATISDIFFICULTTOCOPYONTHENEGATIVESIDE,STRONGST
15、YLEDOESNOTALWAYSMEANHIGHPERFORMANCEACARMAYLOOKSENSATIONALBUT5SPENDALOTOFTIMEINTHEREPAIRSHOPWEMUSTINCLUDEPACKAGINGASASTYLINGWEAPON,ESPECIALLYINFOODPRODUCTS,COSMETICS,TOILETRIES,ANDSMALLCONSUMERAPPLIANCETHEPACKAGEISTHEBUYERSFIRSTENCOUNTERWITHTHEPRODUCTANDISCAPABLEOFTURNINGTHEBUYERONOROFFFORARIZONAICED
16、TEA,PACKAGINGISDEFINITELYATURNON2SERVICESDIFFERENTIATIONWHENTHEPHYSICALPRODUCTCANNOTEASILYBEDIFFERENTIATED,THEKEYTOCOMPETITIVESUCCESSMAYLIEINADDINGVALUEDSERVICESANDIMPROVINGTHEIRQUALITYTHEMAINSERVICEDIFFERENTIATORSAREORDERINGEASE,DELIVERY,INSTALLATION,CUSTOMERTRAINING,CUSTOMERCONSULTING,ANDMAINTENAN
17、CEANDREPAIRORDERINGEASEORDERINGEASEREFERSTOHOWEASYITISFORTHECUSTOMERTOPLACEANORDERWITHTHECOMPANYBAXTERHEALTHCAREHASEASEDTHEORDERINGPROCESSBYSUPPLYINGHOSPITALSWITHCOMPUTERTERMINALSTHROUGHWHICHTHEYSENDORDERSDIRECTLYTOBAXTERMANYBANKSNOWPROVIDEHOMEBANKINGSOFTWARETOHELPCUSTOMERSGETINFORMATIONANDDOTRANSAC
18、TIONSMOREEFFICIENTLYCONSUMERSARENOWABLETOORDERANDRECEIVEGROCERIESWITHOUTGOINGTOTHESUPERMARKETDELIVERYDELIVERYREFERSTOHOWWELLTHEPRODUCTORSERVICEISDELIVEREDTOTHECUSTOMERITINCLUDESSPEED,ACCURACY,ANDCAREATTENDINGTHEDELIVERYPROCESS3DISCRIMINATORYPRICINGCOMPANIESOFTENADJUSTTHEIRBASICPRICETOACCOMMODATEDIFF
19、ERENCESINCUSTOMERS,PRODUCTSLOCATIONS,ANDSOONDISCRIMINATORYPRICINGOCCURSWHENACOMPANYSELLSAPRODUCTORSERVICEATTWOORMOREPRICESTHATDONOTREFLECTAPROPORTIONALDIFFERENCEINCOSTSDISCRIMINATORYPRICINGTAKESSEVERALFORMSCUSTOMERSEGMENTPRICINGDIFFERENTCUSTOMERGROUPSARECHARGEDDIFFERENTPRICESFORTHESAMEPRODUCTORSERVI
20、CEFOREXAMPLE,MUSEUMSOFTENCHARGEALOWERADMISSIONFEETOSTUDENTSANDSENIORCITIZENSPRODUCTFORMPRICINGDIFFERENTVERSIONSOFTHEPRODUCTAREPRICEDDIFFERENTLYBUTNOTPROPORTIONATELYTOTHEIRRESPECTIVECOSTSEVIANPRICESA48OUNCEBOTTLEOFITSMINERALWATERAT200ITTAKESTHESAMEWATERANDPACKAGES17OUNCESINAMOISTURIZERSPRAYFOR600THRO
21、UGHPRODUCTFORMPRICING,EVIANMANAGESTOCHARGE300ANOUNCEINONEFORMANDABOUT04ANOUNCEINANOTHERIMAGEPRICINGSOMECOMPANIESPRICETHESAMEPRODUCTATTWODIFFERENTLEVELSBASEDONIMAGEDIFFERENCESAPERFUMEMANUFACTURERCANPUTTHEPERFUMEINONEBOTTLE,GIVEITANAMEANDIMAGE,ANDPRICEITAT10ANOUNCEITCANPUTTHESAMEPERFUMEINANOTHERBOTTLE
22、WITHADIFFERENTNAMEANDIMAGEANDPRICEITAT30ANOUNCE6LOCATIONPRICINGTHESAMEPRODUCTISPRICEDDIFFERENTLYATDIFFERENTLOCATIONSEVENTHOUGHTHECOSTOFOFFERINGATEACHLOCATIONISTHESAMEATHEATERVARIESITSSEATPRICESACCORDINGTOAUDIENCEPREFERENCESFORDIFFERENTLOCATIONSTIMEPRICINGPRICESAREVARIEDBYSEASON,DAY,ORHOURPUBLICUTILI
23、TIESVARYENERGYRATESTOCOMMERCIALUSERSBYTIMEOFDAYANDWEEKENDVERSUSWEEKDAYASPECIALFORMOFTIMEPRICINGISYIELDPRICING,WHICHISOFTENUSEDBYHOTELSANDAIRLINESTOENSUREHIGHOCCUPANCYTOENSURETHATALLITSBERTHSAREFULL,FOREXAMPLE,ACRUISESHIPMAYLOWERTHEPRICEOFTHECRUISETWODAYSBEFORESAILING4ESTABLISHINGTHEMARKETINGOBJECTIV
24、ESMPRCANCONTRIBUTETOTHEFOLLOWINGOBJECTIVESBUILDAWARENESSMPRCANBUILDAWARENESSBYPLACINGSTORIESINTHEMEDIATOBRINGATTENTIONTOAPRODUCT,SERVICE,PERSON,ORGANIZATION,ORIDEABUILDCREDIBILITYMPRCANADDCREDIBILITYBYCOMMUNICATINGTHEMESSAGEINANEDITORIALCONTEXTSTIMULATETHESALESFORCEANDDEALERSMPRCANHELPBOOSTSALESFORC
25、EANDDEALERENTHUSIASMSTORIESABOUTANEWPRODUCTBEFOREITISLAUNCHEDWILLHELPTHESALESFORCESELLITTORETAILERSPUBLICATIONSCOMPANIESRELYEXTENSIVELYONPUBLISHEDMATERIALSTOREACHANDINFLUENCETHEIRTARGETMARKETSTHESEINCLUDEANNUALREPORTS,BROCHURES,ARTICLES,COMPANYNEWSLETTERSANDMAGAZINES,ANDAUDIOVISUALMATERIALSEVENTSCOM
26、PANIESCANDRAWATTENTIONTONEWPRODUCTSOROTHERCOMPANYACTIVITIESBYARRANGINGSPECIALEVENTSLIKENEWSCONFERENCES,SEMINARS,OUTINGS,TRADESHOWS,EXHIBITS,CONTESTSANDCOMPETITIONS,ANDANNIVERSARIESTHATWILLREACHTHETARGETPUBLICSNEWSONEOFTHEMAJORTASKSOFPRPROFESSIONALSISTOFINDORCREATEFAVORABLENEWSABOUTTHECOMPANY,ITSPROD
27、UCTS,ANDITSPEOPLE,ANDGETTHEMEDIATOACCEPTPRESSRELEASESANDATTENDPRESSCONFERENCESSPEECHESINCREASINGLY,COMPANYEXECUTIVESMUSTFIELDQUESTIONSFROMTHEMEDIAORGIVETALKSATTRADEASSOCIATIONSORSALESMEETINGS,ANDTHESEAPPEARANCESCANBUILDTHECOMPANYSIMAGEPUBLICSERVICEACTIVITIESCOMPANIESCANBUILDGOODWILLBYCONTRIBUTINGMON
28、EYANDTIMETOGOODCAUSESIDENTITYMEDIACOMPANIESNEEDAVISUALIDENTITYTHATTHEPUBLICIMMEDIATELYRECOGNIZESTHEVISUALIDENTITYISCARRIEDBYCOMPANYLOGOS,STATIONERY,BROCHURES,SIGNS,BUSINESSFORMS,BUSINESSCARDS,BUILDINGS,UNIFORMS,ANDDRESSCODES75CONSUMERBEHAVIORTHEFIELDOFCONSUMERBEHAVIORSTUDIESHOWINDIVIDUALS,GROUP,ANDO
29、RGANIZATIONSSELECT,BUY,USE,ANDDISPOSEOFGOODS,SERVICES,IDEAS,OREXPERIENCESTOSATISFYTHEIRNEEDSANDDESIRESTHEMAJORFACTORSINFLUENCINGBUYINGBEHAVIORCULTUREFACTORSCULTUREISTHEMOSTFUNDAMENTALDETERMINANTOFAPERSONSWANTANDBEHAVIORSOCIALFACTORSINADDITIONTOCULTURALFACTORS,ACONSUMERSBEHAVIORISINFLUENECEDBYSUCHSOC
30、IALFACTORSASREFERENCEGROUPS,FAMILY,ANDSOCIALROLESANDSTATUSESPERSONALFACTORSABUYERSDECISONSAREALSOINFLUENCEDBYPERSONALCHARACTERISTICSTHESEINCLUDETHEBUYERSAGEANDSTAGEINTHELIFECYCLE,OCCUPATION,ECONOMICCIRCUMSTANCES,LIFESTYLE,ANDPERSONALITYANDSELFCONCEPTPSYCHOLOGICALFACTORSAPERSONSBUYINGCHOICESAREINFLUE
31、NCEDBYFOURMAJORPSYCHOLOGICALFACTORSMOTIVATION,PERCEPTION,LEARNING,ANDBELIEFSANDATTITUDES6THEBUYINGDECISIONPROCESSMARKETERSHAVETOGOBEYONDTHEVARIOUSINFLUENCESONBUYERSANDDEVELOPANUNDERSTANDINGOFHOWCONSUMERSACTUALLYMAKETHEIRBUYINGDECISIONSPECIFICALLY,MARKETERSMUSTIDENTIFYWHOMAKESTHEBUYINGDECISIONS,ANDTH
32、ESTEPSINTHEBUYINGPROCESS7BRANDINGDECISIONTOBRANDORNOTTOBRANDTHEFIRSTDECISIONISWEATHERTHECOMPANYSHOULDDEVELOPABRANDNAMEFORITSPRODUCTINTHEPAST,MOSTPRODUCTSWENTUNBRANDEDPRODUCERSANDINTERMEDIARIESSOLDTHEIRGOODSOUTOFBARRELS,BINS,ANDCASES,WITHOUTANYSUPPLIERIDENTIFICATIONBUYERSDEPENDEDONSELLERSINTEGRITYTHE
33、EARLIESTSIGNSOFBRANDINGWERETHEMEDIEVALGUILDSEFFORTSTOREQUIRECRAFTSPEOPLETOPUTTRADEMARKSONTHEIRPRODUCTSTOPROTECTTHEMSELVESANDCONSUMERSAGAINSTINFERIORQUALITYINTHEFINEARTS,TOO,BRANDINGBEGANWITHARTISTSSIGNINGTHEIRWORKSTODAY,BRANDINGISSUCHASTRONGFORCETHATHARDLYANYTHINGGOESUNBRANDEDSALTISPACKAGEDINDISTINC
34、TIVEMANUFACTURESCONTAINERS,ORANGESARESTAMPEDWITHGROWERSNAMESANDBOLTSAREPACKAGEDINCELLOPHANEWITHADISTRIBUTORSLABEL,ANDAUTOMOBILECOMPONENTSSPARKPLUGS,TIRES,FILTERSBEARSEPARATEBRANDNAMESFROMTHEAUTOMAKERSFRESHFOODPRODUCTSSUCHASCHICKEN,TURKEY,ANDSALMONAREINCREASINGLYBEINGSOLDUNDERSTRONGLYADVERTISEDBRANDN
35、AMESINSOMECASES,THEREHASBEENARETURNTO“NOBRANDING“OFCERTAINSTAPLECONSUMERGOODSANDPHARMACEUTICALSCARREFOUR,THEORIGINATOROFTHEFRENCHHYPERMARKET,INTRODUCEDALINEOF“NOBRANDING“ORGENERICSINITSSTORESINTHEEARLY81970SGENERICSAREUNBRANDED,PLAINLYPACKAGED,LESSEXPENSIVEVERSIONSOFCOMMONPRODUCTSSUCHASSPAGHETTI,PAP
36、ERTOWELS,ANDCANNEDPEACHESTHEYOFFERSTANDARDORLOWERQUALITYATAPRICETHATMAYBEASMUCHAS20PERCENTTO40PERCENTLOWERTHANNATIONALLYADVERTISEDBRANDSAND10PERCENTTO20PERCENTLOWERTHANRETAILERPRIVATELABELBRANDSTHELOWERPRICEISMADEPOSSIBLEBYLOWERQUALITYINGREDIENTS,LOWERCOSTLABELINGANDPACKAGING,ANDMINIMALADVERTISINGNA
37、TIONALBRANDSHAVEFOUGHTGENERICSINANUMBEROFWAYSRALSTONPURINAINCREASEDITSQUALITYANDTARGETEDPETOWNERSWHOIDENTIFIEDSTRONGLYWITHTHEIRPETSANDCAREDMOSTABOUTQUALITYPRODUCTGAMBLEINTRODUCEDITSBANNERPAPERPRODUCTS,ALINEOFOFFERINGLOWERQUALITYTHANITSHIGHERLINESBUTGREATERQUALITYTHANGENERICSANDATACOMPETITIVEPRICEOTH
38、ERCOMPANIESSIMPLYHAVECUTTHEIRPRICESTOCOMPETEWITHGENERICSWHYDOSELLERSBRANDTHEIRPRODUCTSWHENDOINGSOCLEARLYINVOLVESCOSTSBRANDINGGIVESTHESELLERSEVERALADVANTAGESTHEBRANDNAMEMAKESITEASIERFORTHESELLERTOPROCESSORDERSANDTRACKDOWNPROBLEMSTHESELLERSBRANDNAMEANDTRADEMARKPROVIDELEGALPROTECTIONOFUNIQUEPRODUCTFEAT
39、URESBRANDINGGIVESTHESELLEROPPORTUNITYTOATTRACTALOYALANDPROFITABLESETOFCUSTOMERSBRANDLOYALTYGIVESSELLERSSOMEPROTECTIONFROMCOMPETITIONBRANDINGHELPSTHESELLERSEGMENTMARKETSINSTEADOFPGSSELLINGASIMPLEDETAINEDATSPECIFICBENEFITSEEKINGSEGMENTSSTRONGBRANDSHELPBUILDTHECORPORATEIMAGE,MAKINGITEASIERTOLAUNCHNEWBR
40、ANDSANDGAINACCEPTANCEBYDISTRIBUTORSANDCUSTOMERSDISTRIBUTORSANDRETAILERSWANTBRANDNAMESBECAUSEBRANDSMAKETHEPRODUCTEASIERTOHANDLE,HOLDPRODUCTIONTOCERTAINQUALITYSTANDARDS,STRENGTHENBUYERPREFERENCES,ANDMAKEITEASIERTOIDENTIFYSUPPLIERSCONSUMERSWANTBRANDNAMESTOHELPTHEMIDENTIFYQUALITYDIFFERENCESANDSHOPMOREEFFICIENTLY
