2015年营销策略外文翻译--经济衰退期间营销策略的变化

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1、3100 英文单词， 17500 英文字符 ，中文 5200 字 文献出处： Notta O, Vlachvei A. Changes in Marketing Strategies during Recession J. Procedia Economics & Finance, 2015, 24:485-490. Changes in Marketing Strategies during Recession Ourania Notta and Aspasia Vlachvei Abstract The purpose of this article is to investigate t

2、he changes in marketing strategies of Greek food manufacturing companies due to the economic crisis started in 2010. In order to achieve the above research aim, face-to face semi-structured interviews with managers of 161 established Greek firms involved in food industry were conducted. The analysis

3、 of firms with changed marketing strategies due to economic crisis with the use of the principal components method explains the presence of seven leading profiles in the sample survey. They are: i) promotional oriented; ii) new product oriented; iii) seller oriented, iv) advertising oriented, v) cos

4、t-price oriented; vi) discounts oriented and vii) B2B market oriented. Based on the seven factor scores, a cluster analysis has been conducted and three homogeneous groups are identified. Keywords: marketing strategies, economic recession, food manufacturing firms. 1. Introduction When a financial c

5、risis occurs, consumers change their buying behaviour. As the consumers change their buying behaviour, the companies have to alter the way conduct business and change their strategies in order to meet the customers new preferences. During economic crisis firms make very important adaptations in thei

6、r marketing mix and marketing policy. Empirical research examine either adaptations occurred in each part of marketing mix separately, or on product policy changes, and suggest to withdraw weak and non-profitable products and to spend proportionately more on R&D (Ang, 2001; Shama, 1993; Shama, 1981; Morbey and Dugal, 1992). Also, Koksal and Ozgul, (2007) confirm that introduction of new products have significant impact on firm performance. Referring to price decision, according to the litera