市场营销战略外文翻译文献Word文档下载推荐.docx

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Fromtheoriginoftheconcepttothedevelopmentofaconceptualframework（市场营销战略：

从概念的起源到概念框架的发展）

国外作者：

EricH.Shaw

文献出处：

《JournalofHistoricalResearchinMarketing》,2012,4

（1）:

30-55

字数统计：

英文1716单词，9394字符；

中文3209汉字

外文文献：

Fromtheoriginoftheconcepttothedevelopmentofaconceptualframework

Earlymarketingstrategyconcepts

Beforemarketingstrategydevelopedasanoff-shootofmarketingmanagementinthe1970s,evenbeforemarketingmanagementemergedasaschoolofthoughtinthe1960storeplacethetraditionalapproachestomarketing（Bartels,1988;

Shethetal.,1988;

ShawandJones,2005）,afewisolatedconceptsweredevelopedinthe1950sliteraturethatformthecoreofmodernmarketingstrategy.Theseseminal

conceptsinclude:

Borden’s（1957,1964）expressionofthe“marketingmix,”Smith’s（1956）developmentof“productdifferentiation”and“marketsegmentation”asalternativemarketingstrategies,Dean’s（1951）conceptionof“skimming”and“penetration”asalternativepricing（thatheextendedtothewholemarketingmix）strategies,andForrester’s（1959）descriptionofthe“productlifecycle（PLC）.”

Corporatestrategyconcepts

Thestrategicconceptsdiscussedsofar（themarketingmix,skimmingandpenetration,differentiationandsegmentation,andthePLC）,werecreatedbyeconomistsandmarketingscholarsandgainedpopularityinearlymarketingmanagementtextbooks.Thefollowingstrategicconcepts,Andrews’SWOT,Ansoff’

sgrowthstrategies,Porter’sgenericstrategies,andHenderson’sproductportfolio

model,weredevelopedforcorporatemanagement,notmarketingmanagement.Becausemarketingstrategyisamajorcomponentofcorporatestrategythereisoverlap,butthesetwoareasarenotisomorphic.Nevertheless,corporatestrategyconceptshavebeenshoehornedintactintosubsequentgenerationsofmarketingtextbooksfromthe1970sand1980stothepresent.Itislargelyshoehorningofborrowedconceptsthathascreatedthepresentstateofisolatedbitsandpiecesofmarketingstrategyratherthanthedevelopmentofanoverarchingconceptualframework.

Frameworkformarketingstrategy

Havingfollowedtheliteratureanddissectedmarketingstrategyterms,thissectionintegratestheconceptsintoaframeworkthatidentifiesalternativemarketingstrategiesatdifferentstagesofthePLCandundervariousSWOTconditions.

Marketintroductionstrategies

Atintroduction,themarketingstrategisthastwoprinciplestrategiestochoosefrom:

penetrationorniche.Apenetrationstrategy（Dean,1951;

Ansoff,1965）emphasizesanaggressivemarketingmixforamassmarketoralargesegmentofthemarket.Asthetermhasbeendevelopedinthisresearch,apenetrationstrategyisnotlimitedtoacurrentproductinacurrentmarket（Ansoff）orjustalowintroductoryprice（Dean）.Apenetrationstrategyinvolvesusingthemarketingmixaggressively.Althougheverymixelementneednotbeaggressive,apenetrationstrategyshouldincludesomecombinationofano-frillsproduct,minimalservice,lowprice,highpromotionalexpendituresandintensivedistributioneffort.Apenetrationstrategy,followingAndrew’sSWOT,isidealforlargefirmswithstrongfinancialresources

facingalargeandgrowingmarket,pricesensitivecustomerswithminimalbrandawarenessorpreference,manypotentialcompetitorsandfewbarrierstoentry.ApenetrationstrategywillworkfromtheintroductionintothegrowthstageandperhapsaslateastheearlymaturitystageofthePLC.Asanofferingapproachesmaturity,however,highmarketingmixexpenditurescannotbesustainedassalesgrowthslowsandmarginalcostsrisemorerapidlythanmarginalrevenue.

Alternatively,anichestrategy（Kotler,1980;

Porter,1980;

McCarthy,1981）focusesonanarrowlydefinedcustomersegmentandisidealforsmallerfirmswithlimitedresources.ThenichestrategyexpandsPorter’s“focus”（Porter,1980）or

“narrowtargetsegment”（Porter,1990）strategyandincorporatesDean’s（1951）

priceskimmingbutfromtheangleofamarketsegment’spricesensitivity.Althoughasegmentation-orientedstrategy,themarketingmixaimedatanicheislargelydictatedbycompanyandmarketconsiderations.Withthenichestrategy（Alderson,1957;

confusinglytermedconcentratedsegmentationbyKotler,1976）afirmtargetsanarrowlydefinedcustomersegment.Themarketingmixtypicallyinvolvesacustomtailoredproductoffering,ahighprice,andgiventhesmall-sizedcustomerbase,promotionalexpendituresarefocusedandtherebyrelativelylow,withselectiveorexclusivedistributioncoverage.Thisstrategyworkswellinsmallersegmentsrequiringhigherprofitmarginstocompensateforlackofsalesvolume,whencustomersareinsensitivetoprice,caneasilybemadeawareofthebrandwithminimalpromotionaleffort,andthefirmc