营销策略和营销沟通渠道间的相互关系外文文献翻译最新译文.docx

营销策略和营销沟通渠道间的相互关系外文文献翻译最新译文.docx

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营销策略和营销沟通渠道间的相互关系外文文献翻译最新译文

文献出处：

SayediSM,SoltaniH,KeshavarzM.TheRelationshipbetweenMarketingStrategyandMarketingChannelsofCommunication[J].InternationalJournalofAcademicResearchinBusinessandSocialSciences,2014,4（3）:

345-360.

原文

TheRelationshipbetweenMarketingStrategyandMarketingChannelsofCommunication

SayedMasudSayedi,Ph.D

AssistantProfessor,ManagementDepartment,IslamicAzadUniversity,BranchofShiraz,Iran

HassanSoltani,Ph.D

AssistantProfessor,DepartmentofManagement,ShirazBranch,ShirazScienceandResearchBranch,Iran

MajidKeshavarz

M.S.C.,BusinessManagement,IslamicAzadUniversity,BranchofMobarake,Iran

DOI:

10.6007/IJARBSS/v4-i3/714URL:

http:

//dx.doi.org/10.6007/IJARBSS/v4-i3/714

Introduction

Nowadays,servicesdynamicworldmakesmarketingpromotionsimportantmorethanlasttimes.Aserviceshouldbedesignedbasedonthecustomerneedsanditspriceisrealistic.Italsoisnecessarythattheservicesbedistributedthroughconveniencedistributionchannelsandbeadvertisedamongcustomersactively.Newcompaniesshouldattempttoregulatetheirproductspriceappropriatelyandalsomakecommunicationaleffortssoexactlythatbeabletomakepositionforthemwhichisattractivefortargetmarketcustomers.Generally,thestrategiescanbedividedintothreegroupsincludingtotal,business,andfunctionalstrategies.Thefunctionalstrategiesrefertotheappliedattitudeinabusinessunitforachievingcompaniesandbusinessesmaingoalsthroughmaximizingresourcesproductivity.Functionalstrategiesincludemarketing,financial,researchanddevelopment,productionandoperations,humanresourcesmanagement,andinformationsystems.So,marketingstrategyisconsideredasafunctionalstrategy.

Marketingstrategiesrefertotoolswhichcanbeusedforachievinggoals.Thesestrategiesrefertothisquestion“howgoalscanbeachieved?

”Marketingdesignsuccessdependsontheefficiencyofmarketingstrategies.Itispossibletodetermineastrategyforeverymarketingmixelements（Hart,2003）.Indeed,marketingstrategyincludesdifferentvariablesthatthecompanycancontrolthemorwhichthecompanycanadaptitselfwiththemsoexactlythathelpstheorganizationtoachieveitsgoals.Indeed,itistheinternalfacilitiesandauthoritiesthatcanbecontrolled.Ontheotherhand,demand,competitionforces,distributionstructure,marketingrules,andnon-marketingcostsarethemainuncontrollable（environmental）variables.Themarketingstrategycontrollablevariablesincludeproduct,price,place,distribution,people（employees）,assets,process,andphysicalequipment.

Reviewofliterature

Generally,marketingmixreferstothemarketingmanagements’mainefforts.Afterselectingatargetmarket,marketingmanagershavetodevelopasystematicsalesplanforattractingcustomersandcreatinglong-termrelationswiththem.Marketingplanisresultedfrommanagerialdecisionsintermsofmarketingmix（product,price,place,andpromotion）.Indeed,thesearethemostimportantparameterswhichmarketingmanagersallocatecompany’sresourcesfortheminordertoachievesalesandprofitgoals（Goi,2009）.Reviewofmarketingliteraturerevealsthat4Psisthemostacceptablemarketingmixwhichincludesproduct,price,place（distribution）,andpromotion.TheconceptofmarketingmixhasbeenintroducedbyBourden（1950）forthemfirsttimeintheframeof4Ps（Nakhchian,2009）.

Theservicesmarketingtheoristsstudythedifferencesbetweenservicesandgoodsmarketing.Smithpointedoutthatalargepartoftheseeffortsarefocusedonthemarketingmixconcept.Hebelievesthattheservicesmarketingmixisdifferentfromgoodmarketingmix.Indeed,hestressesthatservicesmarketingrequiresdifferentdecisionsthangoodsmarketing.Hedifferentiatesservicesmarketingfromgoodsmarketing.Hesuggeststhatpeople（employees）,physicalassets,andprocessesareotherelementsofservicesmarketingmixthangoodsmarketingmix.Inotherwords,Smithbelievesthatservicesmarketingmixconsistsof7elementsincludingproduct,price,place（distribution）,promotion,people（employees）,physicalassets,andprocesses（Kotler,2004）.

Product

Productreferstoamarketingmixelementthatisrelatedtocreativityanddevelopmentintheproductmanagement.Productdecisionsareveryimportant,asthesedecisionsarerelatedtotheproductionsothatsatisfycustomers’needsandwants.

Pricing

Priceisoneofthefundamentalmarketingmixelements.Indeed,priceshouldisacceptableforfinalconsumersanddeterminesothermarketingmixelements.Servicespriceisavaluethatservicesprovidermake.Itshouldhaveadaptabilitywithcustomerperception.Ifaservicepriceisveryhigh,thecustomersdonotuseitandviceversa.Inotherwords,iftheservicepriceislow,thecustomersperceiveitasalow-qualityandundesirableservices.Manyservicesprovidersofferdifferenttypesofservicesformarketsegments（Kotler,2004）.

Promotion

Promotionalplansaredevelopedforinformingtargetcustomersfromcompany’sproducts.Unfortunately,somepeoplethinkthattheeffectivemarketingefforts（providingappropriateserviceswithappropriatepricelevelsinafavorableplaceforsatisfyingcustomers’needsandwants）donotneedcomprehensiveadvertisements.Generally,promotionaleffortsincludedirectmarketing,publicrelations,advertisements,salespromotions（Roostaetal.,2001）.

Marketingandadvertisementprofessionalsliketalkingaboutconsumptionmarkets,consumers,andcustomers.Ontheotherhand,publicrelationsspecialistsinterestinpublicity,audience,andstakeholders.Thesegroupsarethepeoplewhoareinfluencedbycompanyandalsoinfluenceit.Fromtheirperspective,publicrelationsarefreefromanyencouragementandpersuasion.Indeed,theidealpurposeofpublicrelationsistocreateperceptionandcooperationbywhichtwo-waydialoguewillbepossible.Basedonthedefinition,marketingeffortsaredevelopedinordertoencouragecustomersandconsumersforpurchasingandconsuminggoodsandservices（Willcocks,2007）.

Place

Place（distribution）referstotheprocessofdeliveringproductstothecustomerssufficientlyandminimizingtransportationandsavingcosts.Inotherwords,placeordistributionistheprocessofprovidingservicesinthebestplaceandtimeandinabestmanner.

Functionsofdistributionchannel

Asindicatedintheprevioussections,distributionchannelisasystembywhichproductsaretransmittedfromproducerstothecustomers.Themembersofdistributionchannelareobligatedtodothefollowingfunctions:

1.Information:

collectingnecessaryinformationforplanning

2.Advertisement:

preparingandbroadcastingpersuasiveinformationaboutproducts

3.Contact:

findingandcontactingpotentialbuyers.

4.Adaption:

formingandpreparingproductswhichareadaptablewithbuyers’tasteanddesires.

5.Negotiation:

negotiatingaboutpriceandothertransactionconditions.

Offensivemarketing

Inintheendof20thcentury,marketingprofessionalsfoundthatthesuccessfulmarketingisnotthesumofmarketingemployees’commonandday-to-daymarketingefforts.Theypointoutthatmarketingisaphenomenonwhichconsistsofthoughts,actions,competition,andprocessofmarketingdesign.Davishen（2000）suggestsamodernmarketingtheorywhichisknownasoffensivemarketing.Thereasonisthatthecommonapproachtomarketingisautilityapproach.Theprofitsecuresbusiness’survive.Thisisthemainfactorwhichmakesmarketingeffortsastheleaderineverycompany.Inordertouseoffensivemarketingapproach,itisnecessarythatnotonlythecompanyisfreefrombureaucraticprocessandprocedures,butalsoitisfollowedthatagoodmarketingeffortispossiblethroughagilityandeconomiccapability.

Nowadays,ithasbeenforgotten,assuccessfulmarketingiscreationofopportunitywhichderivesfromappropriateattitudes,organizing,andmarketingtechniques.Thisiswhythatoffensivemarketingapproachoffersasimpleformulawhichreferstotheimplementationoffundamentalmarketingplansthroughhardworkingandhappyemployees.Thepresentstudyhasbeenaimedtointroduceaggressive,marketingapproachasaneffectiveapproachisdevelopmentofinternalandinternationalmarketingamongbusinesses.

Offensivemarketing

Itisverydifficulttofindasoundandagreeddefinitionofmarketing.Someauthorsconsidermarketingasapricemanagementtechniqueandsomeothersrefertomarketingfromfinancialperspective.Thereareathirdgroupofauthorswhoconsidermarketingasacombinationofbothprevioustechniques.Ontheotherhand,someauthorsconsidermarketingasanorganizationaldepartmentandsomeothersbelievethatmarketingisthefactorofsales.TheconsultersofOxfordCompanypointoutthateffectivemanagementofcustomerbenefitsisthebestdefinitionformarketing.Itisshouldberememberedtheconstructof“customers”referstobothinternalandexternalcustomersinwhichexternalcustomersareproductsbuyersandinternalonesareorganizationalmembers（employees）.Theconceptof“customerbenefits”referstotheappropriatecombinationofpriceandquality.Inthisregard,managementistheprocessofacquiringorproducingcustomerbenefitsinthegoodsandservices.Althoughthisdefinitionofmarketing,profitabilityofthemarketingprocessisnotreferred,buttheconceptofeffectivemanagementshowstheimportanceofproducingcustomerbenefits.

Itisshouldberememberedthatmarketingisconsideredasanadministrativefunctioninmanycompaniesandemployeesofotherdepartmentsdonotplayanyroleinthemarketingprocess,astheyhavenotanycontact