1、附录 外文文献原文 1.Introduction Marketing continues to be a mystery to those who create it and to those who sponsor it. Often, the ad that generates record-breaking volume for a retail store one month is repeated the following month and bombs. A campaign designed by the best Madison Avenue ad agency may el
2、icit mediocre response. The same item sells like hotcakes after a 30-word classified ad, with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the front stoops of homes during a rainstorm! The mystery eludes solution but demands attention. The success of an enterprise a
3、nd development of enterprises depends to a large extent on whether or not they have advanced, meet the needs of the enterprise marketing strategy. For Marketing is the definition, The well-known American scholar Philips marketing of the core marketing concept of the following description : Marketing
4、 is individuals or groups to create, provide and exchange with other valuable products, to satisfy their own needs and desires of a social activities and management process. In the core concept contains a number of elements: needs, desires and needs； Products or provide； Value and satisfaction； exch
5、ange and transactions； and networking； market； Marketing and sales were a series of concept. This article is devoted to the idea that your marketing results can be improved through a better Understanding of your customers. This approach usually is referred to as the marketing concept. Putting the cu
6、stomer first is probably the most popular phrase used by firms ranging from giant conglomerates to the corner barber shop, but the slogan zing is often just lip service. The business continues to operate under the classic approach - Come buy this great product if you dedicate your activities exclusi
7、vely to solving your customers problems. The quality of services, and enterprises to cultivate customers satisfaction and loyalty, and can create enterprise value. Any marketing program has a better chance of being productive if it is timed, designed and written to solve a problem for potential cust
8、omers and is carried out in a way that the customer understands and trusts. The pages that follow will present the marketing concept of putting the customer first. Marketing is a very complex subject； it deals with all the steps between determining customer needs and supplying them at a profit. In a
9、ddition to some introductory material on marketing, this publication includes practical material on the marketing approaches to budgeting, layout design, and headline writing, copywriting and media analysis. So that a clear understanding of enterprise marketing strategy to improve the operations of
10、enterprises. 2.The marketing concept Market positioning is identifying the target market, enterprises will adopt what marketing methods, which provide products and services the target market and competitors to show distinction, thereby establishing corporate image and obtain favorable competitive po
11、sition. Market positioning is a process of enterprise differentiation process, how to find the differences, identify differences and show differences. Today too many similar products, consumers how to choose Consumers buy what is the justification.On the effective positioning for a solution. Positio
12、ning is the first to propose in the advertising industry, advertising emphasized in the eyes of the public who left the location, And people often prefer preconceptions； If enterprises can target your customers mind to establish a definite position, to the consumer a reason to buy, enterprises can o
13、ften compete in an advantageous position. Marketing is an economy built on science, behavioral science and modern management theory on the basis of applied sciences. It enterprise marketing activities and to study law,with full, comprehensive, practical features. As a modern enterprise businesses Ma
14、rketing system introduced in the market economy under the conditions of the enterprises should have a sense of the market, business sense, Marketing strategies and methods. With Chinas economy growing prosperity, the market competition is becoming increasingly fierce； enterprises need Modern Marketi
15、ng Theory as the guide. In the initial stage, a number of enterprises have marketing only as a help to product sales growth strategy and means If so far, many Chinese enterprises remain with the Department of Marketing with sales of two and one； When people realize that to meet the needs of the cust
16、omer-oriented marketing concept should become an enterprise operating philosophy, and the enterprises overall business activities have an impact, there will be a marketing position inappropriately increase the tendency For many people believe that marketing should be the decision-making levels of gu
17、iding ideology, rather than the level of implementation work. Marketing of the enterprise understanding of the position is not correct, will be marketing in the enterprise application will be affected. Marketing work is to open up markets, capture the market and expand the market work, enterprise de
18、velopment, and production activities should open up the market for services, a market that is the basis of the final services in the market. Marketing work is based on enterprise customers as the starting point for the reproduction process, and ensures the customer as the focus of the process of rep
19、roduction. That customer demand-oriented, according to the actual needs of customers developing marketable products, and targeted marketing of the market, and its sales to meet the needs of customers. With enterprises to become the main players in the market, corporate marketing work more salient po
20、sition, business leaders must attach great importance to it. Unfortunately, there is still a misunderstanding about the word marketing. Many people, including top executives, use it as a sophisticated term for selling. Marketing representative is commonly used in ads to recruit salespeople. Actually
21、, marketing is a way of managing a business so that each critical business decision is made with full knowledge of the impact it will have on the customer. Here are some specific ways in which the marketing approach differs from the classic, or sales, approach to managing a business. In the classic
22、approach, engineers who develop the product and finally to engineers who produce it. Thus, the sales approach only ends with the customer, while the marketing approach begins and ends with the customer. The second major difference between the sales and marketing approaches is the focus of management
23、. The sales approach almost always focuses on volume while the marketing approach focuses on profit. In short, under the classic (sales) approach the customer exists for the business, while under the marketing approach the business exists for the customer. The marketing concept is a management plan
24、that views all marketing components as part of a total system that requires effective planning, organization, leadership and control. It is based on the importance of customers to a firm, and states。 - All company policies and activities should be aimed at satisfying customer needs. 3.The marketing
25、plan The marketing plan is a problem-solving document. Skilled problem solvers recognize that a big problem is usually the combination of several smaller problems. The best approach is to solve each of the smaller problems first, thereby dividing the big problem into manageable pieces. Your marketin
26、g plan should take the same approach. It should be a guide on which to base decisions and should ensure that everyone in your organization is working together to achieve the same goals. A good marketing plan can prevent your organization from reacting to problems in a piecemeal manner and even help
27、in anticipating problems. Before your marketing plan can be developed, research must give you the basic guidelines: for whom you are designing your product or service (market segmentation), and exactly what that product or service should mean to those in the marketplace (market positioning). Below are some guidelines to help you develop a marketing plan to support the strategy you have selected for your organization. This is the study of the distribution, density and vital statistics of a population, and includes such characteristics as
