1、0外文翻譯原文MarketingMaterialSource：MarketingManagermentAuth：PhilipKotlerMARKETINGTASKSArecentbookRadicalMarketingpraisescompaniessuchasHarleyDavidsonfsucceedingbybreakingalloftherulesofmarketing.1Insteadofcommissioningexpens

2、ivemarketingresearchspendinghugesumsonadvertisingoperatinglargemarketingdepartmentsthesecompaniesstretchtheirlimitedresourcesliveclosetotheircustomerscreatemesatisfyingsolutionstocustomers’needs.Theyfmbuyersclubsusecreat

3、ivepublicrelationsfocusondeliveringqualityproductstowinlongtermcustomerloyalty.ItseemsthatnotallmarketingmustfollowthePpublishersofencyclopediasnonfictionbooksspecializedmagazinesmakersofCDsInterWebsites.Ideas.Everymarke

4、tofferinghasabasicideaatitsce.Inessenceproductsservicesareplatfmsfdeliveringsomeideabenefittosatisfyaceneed.ABroadenedViewofMarketingTasksMarketersareskilledinstimulatingdemftheirproducts.Howeverthisistoolimitedaviewofth

5、etasksthatmarketersperfm.Justasproductionlogisticsprofessionalsareresponsiblefsupplymanagementmarketersareresponsiblefdemmanagement.Theymayhavetomanagenegativedem(avoidanceofaproduct)nodem(lackofawarenessinterestinaprodu

6、ct)latentdem(astrongneedthatcannotbesatisfiedbyexistingproducts)decliningdem(lowerdem)irregulardem(demvaryingbyseasondayhour)fulldem(asatisfyinglevelofdem)overfulldem(medemthancanbehled)unwholesomedem(demfunhealthydanger

7、ousproducts).Tomeettheganization’sobjectivesmarketingmanagersseektoinfluencetheleveltimingcompositionofthesevariousdemstates.TheDecisionsThatMarketersMakeMarketingmanagersfaceahostofdecisionsinhlingmarketingtasks.Thesera

8、ngefrommajdecisionssuchaswhatproductfeaturestodesignintoanewproducthowmanysalespeopletohirehowmuchtospendonadvertisingtomindecisionssuchasthewdingcolfnewpackaging.Amongthequestionsthatmarketersask(willbeaddressedinthiste

9、xt)are:Howcanwespotchoosetherightmarketsegment(s)HowcanwedifferentiateourofferingHowshouldwerespondtocustomerswhopressfalowerpriceHowcanwecompeteagainstlowercostlowerpricerivalsHowfarcanwegoincustomizingourofferingfeachc

10、ustomerHowcanwegrowourbusinessHowcanwebuildstrongerbrsHowcanwereducethecostofcustomeracquisitionkeepcustomersloyalHowcanwetellwhichcustomersaremeimptantHowcanwemeasurethepaybackFrommarketingcommunicationsHowcanweimproves