英语翻译Building brand loyalty is more important than ever but it's getting tougher to achieve in a marketplace characterized by brand proliferation,condensed development and product lifecycles,globalization and media fragmentation to the point o

英语翻译Building brand loyalty is more important than ever but it's getting tougher to achieve in a marketplace characterized by brand proliferation,condensed development and product lifecycles,globalization and media fragmentation to the point o
英语翻译
Building brand loyalty is more important than ever but it's getting tougher to achieve in a marketplace characterized by brand proliferation,condensed development and product lifecycles,globalization and media fragmentation to the point of splintering.
Whether we are working with clients on next year's breakthrough marketing program,sharing ideas with colleagues at conferences or flipping through the latest trade journals,virtually everyone in the marketing industry today is buzzing with talk about the impact of technology.
What do the Internet,Web sites,intranets,online services and residential personal computer penetration rates mean for marketers?How much of the marketing budget should a company allocate to online media and what should online programs consist of?Will heavy investment in new media today deliver significant competitive advantage tomorrow?
For many marketers,it's a dizzying whirl of questions without obvious answers.Nonetheless,the basic premise of marketing has not changed.It's still about finding out what the customers need and then fulfilling that need better and faster than the competition.What has changed is that new technology is empowering marketers by providing a unique type of direct access to customers.
This direct access has the potential to radically transform the marketing process,and it will be key to building critical brand loyalty.
Today's New Marketplace
Building brand loyalty is more important than ever but it's getting tougher to achieve in a marketplace characterized by brand proliferation,condensed development and product lifecycles,globalization and media fragmentation to the point of splintering.
Equally as profound has been a shift in market power from the manufacturers to the retailers to the channel itself.Moreover,distribution channels have undergone a radical restructuring,making it easier and faster for consumers to find what they need.New realities include superstores,specialty retailers,and even manufacturers who are putting their brand name on store fronts so customers can't miss them.
The next phase - and it's imminent - will involve a shift from the channel to the consumer.Consumers proactively will navigate their way through interactive channels to find the products and services they need.They will use these same channels to let manufacturers know what they want.Smart marketers will respond by offering products that anticipate consumers' needs.
This is a very different marketing process than the 20th century standard.Twentieth century manufacturers largely have determined what products to make and offer consumers.Advertising then persuades customers that they need the products and spurs consumption.
Heading into the 21st century,marketers must be prepared for dealing with not only an explosion of choices and channels,but also intensifying competition for consumer preference.

英语翻译Building brand loyalty is more important than ever but it's getting tougher to achieve in a marketplace characterized by brand proliferation,condensed development and product lifecycles,globalization and media fragmentation to the point o
建立品牌的忠诚度比以往更加重要,但它变得日益激烈,以实现在市场的特点是品牌扩散,凝聚发展和产品生命周期,全球化和媒体分散到了分裂.
我们是否正在与客户就明年的突破,市场营销的计划,交流思想的会议上与同事或翻阅最新的行业杂志,几乎每个人都在今天的营销行业的热门谈论技术的影响.
什么是互联网,网站,内联网,在线服务,住宅的个人电脑普及率意味着市场?有多少营销预算应分配给公司的网络媒体,应该怎么在线节目组成?将大力投资于新媒体今天提供重要的竞争优势明天?
对于许多营销,这是一个令人眩目的旋转的问题没有明显的答案.尽管如此,基本前提,市场营销并没有改变.它还是找到了客户需要什么,然后履行,需要更好,更快的比竞争对手.有所改变的是,新技术的授权销售商提供了一个独特的直接接触客户.
这直接进入有可能从根本上改变了市场营销的过程,这将是关键的关键是建立品牌的忠诚度.
今天的新市场
建立品牌的忠诚度比以往更加重要,但它变得日益激烈,以实现在市场的特点是品牌扩散,凝聚发展和产品生命周期,全球化和媒体分散到了分裂.
同样深刻的已经发生了变化的市场力量从制造商到零售商的渠道本身.此外,分销渠道进行了彻底的改组,使之更容易和更快的让消费者找到他们所需要的.新的现实包括超市,专业零售商,甚至谁是制造商将他们的品牌,在商店方面,使客户可以不想念他们.
下一阶段-它即将-将涉及转移的渠道提供给消费者.消费者主动将自己的浏览方式,通过互动的渠道,寻找产品和服务的需要.他们将使用这些相同的渠道,让制造商知道自己想要什么.聪明的商家将作出反应,提供产品,预计消费者的需求.
这是一个非常不同的营销过程,而不是20世纪的标准.二十世纪制造商基本上已经确定哪些产品制造和为消费者提供.广告然后说服客户,他们需要的产品和马刺消费.
进入21世纪,营销人员必须准备处理不仅是爆炸的选择和渠道,而且激烈的竞争为消费者偏爱.