1、 毕业论文（设计） 外文翻译 题 目： Value-Marketing Model 一、 外文原文 Value-Marketing Model Marketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products.Within the larger scope of its denition, marketing is performed
2、 through the actions of three coordinated disciplines named: product marketing, corporate marketing,and marketing communications. The goal of the product marketing discipline is to generate product awareness,differentiation, and demand. Each of them emphasizes one of the various aspects of the produ
3、ct: price, features, or value. The price emphasis method is called price competition. The features emphasis method is called comparative marketing. The value emphasis method is called value marketing. This chapter describes the underlying concepts of the value marketing method and how to perform val
4、ue marketing. Blackblot introduces the “Blackblot Value-Marketing Model”, a collective name for several work models and their supporting denitions. Value Concept From a marketing perspective, “Value” is dened as the worth derived by the customer from owning and using the product. Attribution of valu
5、e to a product is the outcome of a dynamic human reasoning process which infers from subjective interpretation the gap between the customers perception of the products quality, and the expenses incurred by the customer from buying and using the product. Several different formulas were introduced ove
6、r the years in an effort to explain and represent value. Some formulas are rudimentary and simple, and some are complex and may include cultural, emotional, social, mental and psychological coefcients to indicate the highly perceptive nature of value. In all cases, the value formulas are intuitive a
7、nd/or mathematical expressions, and are sometimes errone ously called cost/benet ratio, which is actually a nancial term (nancial return for each dollar invested). The most basic value formula is Value = Benets - Costscustomer, where“ Benets” are product features that are desirable to the customer,
8、and “Costscustomer” are the aggregate expenses incurred by the customer from buying and using the product (essentially “Total Cost of Ownership” or TCO). (Note: “Costscustomer” are different than “Costsmanufacturer”, which are the aggregate expenses incurred by the manufacturer in the process of man
9、ufacturing, selling, and supporting the product.) In a sales-driven company, the sales people wish to increase the products value by lowering the price of the product,which is part of the costscustomer. In a technology-driven company, the engineers wish to increase the products value by inating the
10、products feature set (benets). In a market-driven company, the products value is proactively determined by the product planner according to market needs. Depending on how the value formula is applied, the outcome of the application can be either “Perceived Value”, which is an unsubstantiated estimat
11、ion of worth that the customer obtains or could potentially obtain from owning and using the product, or “Actual Value”, which is the measured and validated worth that the customer or similar customers factually obtain from owning and using the product. Value Concept Application In most cases it is
12、difcult for customers to calculate a monetary or non-monetary value amount. Customers will often rely on their intuition in an attempt to under- stand and realize the level of value the product holds for them. Customers therefore rst intuitively attribute a level of value to a product, relative to t
13、he degree in which the product solves the customers market problem. The customers try to determine the degree of the products “Resultant Value Proposition”. This proposition reects the products main and relevant benet, to the customer and is what primarily is needed of the product. Common business o
14、riented resultant value propositions, which are based on the benets derived from features include: cost savings, improved usability, stream-lined business processes, ability to perform entirely new tasks, automation of previously manual tasks, improved productivity, reduced rework, or conformance to
15、 standards or regulations. Companies try to communicate the resultant value proposition to the customers and demonstrate that their products hold “Actual Resultant Value”. Creating Superior Perceived Value The goal of the product marketing discipline is to generate product awareness, differentiation
16、, and demand. The value emphasis method (value marketing) supports achieving that goal by creating superior perceived value, since superior perceived value is a major determining factor in the customers buying decision. The following is a top-down explanation of the logics and process of creating su
17、perior perceived value. Every method in product marketing is guided by strategies, which are documented in different plans within the marketing domain (see the “Blackblot Concept of Marketing” chapter). In the generic business sense, “Strategy” is the coordinated set of long-term decisions that help
18、 achieve corporate objectives. Every strategy has two goals: 1. Provide more value than the competition. 2. Help build a sustainable competitive advantage. While value is a relatively complex concept, competitive advantage is a rather simple idea. “Competitive Advantage” is a depiction that the comp
19、any or its products are each doing something better than their competition in a way that could benet the customer. Relative to value marketing, the most important plan which guides the course of marketing activities to follow is the market plan. “Market Plan” is a description of the long-term goals
20、and messages delivered to the target market relative to a particular company or product. The market plan documents the market strategy, but when prepared in support of the product marketing discipline it also documents certain elements of the product strategy, which pertain to building a product com
21、petitive advantage. “Quality” is the markets perception of the degree at which the company or product can consistently meet or exceed customers expectations. “Customers Expectations” are the hopes for deriving benets from the product and establishing a rewarding relationship with the vendor. Competi
22、tive advantage is based on quality, and so it can be deduced that an overall competitive advantage the market perceives will hinge upon both corporate quality and product quality. Accordingly, the (overall) competitive advantage formula can be represented as the summation of quality values: Competit
23、ive Advantage = Corporate Quality + Product Quality If the product holds positive value (perceived or actual) and the company has an overall competitive advantage, then the market could perceive that the value provided by the company and its product is more than the value provided by the competitors
24、. This state is called superior perceived value and it can be presented as an intuitive formula: Superior Perceived Value = Competitive Advantage + Value Superior perceived value is the condition which value marketing strives to achieve. This condition is attained by distilling information and data
25、about the overall competitive advantage and product value in to messages that are communicated to the target market. The messages attempt to inuence customers to form an opinion that the product gives a net value more positive than its alternatives. Superior perceived value is thus achieved once tha
26、t opinion is formed. Table 1 summarizes the denitions related to the logics and process of creating superior perceived value. Table 1 Blackblot Value-Marketing Model Creating Superior Perceived Value Strategy Coordinated set of long-term decisions that help achieve corporate objectives. Every strate
27、gy has two goals: 1. Provide more value than the competition 2. Help build a sustainable competitive advantage Competitive advantage Depiction that the company or its products are each doing something better than their competition in a way that could benet the customer Market plan Description of the long-term goals and messages delivered to the target market relative to a particular company or product Market strategy Decisions that dene target markets, set marketing objectives, and outline how to build a corporate competitive advantage
