英语翻译The New Generic StrategiesResonance marke ting has produced three new generic strategies.The first,and themost traditional,is the continuation of mass-market fat spot strategies.Established fatspot brands use their market share for cost c

英语翻译The New Generic StrategiesResonance marke ting has produced three new generic strategies.The first,and themost traditional,is the continuation of mass-market fat spot strategies.Established fatspot brands use their market share for cost c
英语翻译
The New Generic Strategies
Resonance marke ting has produced three new generic strategies.The first,and the
most traditional,is the continuation of mass-market fat spot strategies.Established fat
spot brands use their market share for cost control,and exploit their brands to protect
their price.There are indeed still some brands that can accomplish this.For example,
Tide detergent has defended its position,enhanced by the fact that detergent is not
a material expense in most households.More importantly,perhaps,the continuation
of two or even three generations of Tide use is strengthened
by the fact that we all
wish to believe our parents loved us,that they used a detergent that was best for our
safety and health,and we,of course,owe our children no less.To compete effectively
with Tide today,it would be necessary to go back in time and unseat it half a century
ago; unfortunately for incumbents,there are very few products that enjoy this lucky
combination of defensive factors.
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But What Do We Really Know?
Is this rea lly new?Some products have always been aimed at achieving resonance
through hyperdifferentiation.The millennia-old cosmetics industry has always sought
to produce what customers wanted in order to achieve resonance,although promotion
and advertising remain quite significant for this category.Some industries have
always relied on consumer informedness to eliminate the uncertainty discount; Robert
Parker has achieved enormous influence over the American wine market simply by
becoming the source of trusted information on vintage wines [28],and his granting
of an unprecedented perfect 100 to the 1982 Chateau Mouton contributed to the phenomenal
prices paid for the First Growth 1982 Bordeaux.14 More generally,consumer
product companies have always understood the importance of informed consumers,
hence their reliance on advertising,couponing,and sampling.What is significant
is that informedness is now becoming both nearly universal and largely outside of
companies’ direct control,making possible resonance strategies in categories where
expensive promotion was not possible.And the marketing research community has
observed that information does indeed affect willingness to pay [41],although our
explanation and our model appear to be unique

英语翻译The New Generic StrategiesResonance marke ting has produced three new generic strategies.The first,and themost traditional,is the continuation of mass-market fat spot strategies.Established fatspot brands use their market share for cost c
新的通用策略
共鸣市场营销产生了三大通用策略.第一种策略也是最传统的策略,即延续现货市场差价点的策略.已创立的差价点品牌运用他们的市场份额来控制成本,并利用其品牌来维护他们的价格.然而,确实有一些品牌可以做到这一点.例如,汰渍洗涤剂捍卫了它的立场,并通过洗涤剂不是大多数家庭的物质消费这一事实来提升自己的位置.或许更重要的是,两代甚至三代汰渍延续使用性通过一个事实得到了加强,而这个事实就是我们都愿意相信我们的父母是爱我们的,他们所使用的洗涤剂对我们健康安全来说是最好的,当然,我们对我们的孩子也是如此.要与现在的汰渍品牌进行有效的竞争,那么就有必要追溯到以前并淘汰半个世纪以前的汰渍品牌.不幸的是,对现存的品牌来说,极少有产品拥有这些防御性因素的幸运组合.
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但是我们真正知道些什么呢?
这真的是新的吗?有些产品一直试图通过超异质化来实现共鸣.已有千年历史的化妆品行业一直致力于生产消费者想要的产品并借此来实现共鸣,尽管促销和广告对这一行来说仍然十分重要.一些行业则一直依赖消费者的信息性来消除不确定性折扣.罗伯特•帕克在美国的葡萄酒市场取得的巨大影响力仅仅是通过成为值得信赖的葡萄酒信息来源(28),以及他授予1982年的木桐•罗斯柴尔德酒庄前所未有的完美100 对1982年波尔多14的第一次增长支付的非凡价格作出了贡献.更为普遍的是,消费产品公司一直了解有知识的消费者的重要性,因此他们把希望寄托在广告、彩票的发放和采样上.重要的是,信息性现在已经成为公司直接控制范围之外几乎放之四海而皆准的了,而且它使得共鸣策略在不可行的昂贵促销策略中成为可能.营销研究中心发现信息确实能影响人的支付意愿（41）,尽管我们的解释说明以及模式看起来都是独特的.
（★之前翻了一篇也是说到共鸣营销策略的~
★额~至于fat spot我还是没有查到准确的翻译,根据文意,推测翻译为“差价点”.
★那个什么法国木桐•罗斯柴尔德酒庄,这个地方,我看得不是很懂,但尽量翻译通顺了.
★如有不对,请指教,）