外文翻译—市场营销战略：从概念的起源到概念框架的发展（节选）

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1、字数：英文 1716 单词， 9394 字符；中文 3209 汉字  出处： Eric H.Shaw.Marketing strategy： From the origin of the concept to the development of a conceptual frameworkJJournal of Historical Research in Marketing.2012,4(1):30-55 外文文献：   Marketing strategy： From the origin of the concept to the development of a

2、conceptual framework Early marketing strategy concepts Before marketing strategy developed as an off-shoot of marketing management in the 1970s, even before marketing management emerged as a school of thought in the 1960s to replace the traditional approaches to marketing (Bartels, 1988; Sheth et al

3、., 1988; Shaw and Jones, 2005), a few isolated concepts were developed in the 1950s literature that form the core of modern marketing strategy. These seminal concepts include: Borden s (1957, 1964) expression of the “ marketing mix,”  Smiths (1956) development of “ product differentiation” &nbs

4、p;and “ market segmentation”  as alternative marketing strategies, Dean s (1951) conception of “ skimming”  and “ penetration”  as alternative pricing (that he extended to the whole marketing mix) strategies, and Forrester s (1959) description of the “ product life cycle (PLC).”  

5、;Corporate strategy concepts The strategic concepts discussed so far (the marketing mix, skimming and penetration, differentiation and segmentation, and the PLC), were created by economists and marketing scholars and gained popularity in early marketing management textbooks. The following strategic

6、concepts, Andrews  SWOT, Ansoffs growth strategies, Porter s generic strategies, and Henderson s product portfolio model, were developed for corporate management, not marketing management. Because marketing strategy is a major component of corporate strategy there is overlap, but these two areas are not isomorphic. Nevertheless, corporate strategy concepts have been shoehorned intact into subsequent generations of marketing textbooks from the 1970s and 1980s to the present. It is largely shoehorning of borrowed concepts