市场营销外文翻译--价值营销模式(编辑修改稿)

市场营销外文翻译--价值营销模式(编辑修改稿)内容摘要：

ustainable petitive advantage Competitive advantage Depiction that the pany or its products are each doing something better than their petition in a way that could benefit the customer Market plan Description of the longterm goals and messages delivered to the target market relative to a particular pany or product Market strategy Decisions that define target markets, set marketing objectives, and outline how to build a corporate petitive advantage Product strategy Decisions that build and enhance products to fit market needs and outline how to build a product petitive advantage Quality Market’sperception of the degree at which the pany or product consistently meet or exceed customers’ expectations Customers’ expectations Hopes for deriving benefits from the product and establishing arewarding relationship with the vendor Competitive advantage Competitive Advantage + Corporate Quality + Formula Product Quality Superior perceived Superior Perceived Value = Competitive value formula Advantage + Value Product Marketing Messages Product marketing is aimed at generating product awareness, differentiation and demand for a particular product. Creating differentiation is acplished via the munication of positioning messages which attempt to affect the customer’s perception of a product or service as pared to its petition. “Positioning” is the customer’s unique psychological placement of the relative qualities of a product or pany with respect to its petitors. Stimulating demand is influenced via the munication of value messages that convey to the customer the product’s value propositions – the worth derived from owning and using the product. Establishing product awareness is a byproduct of issuing the positioning messages and the value messages. PMTK Market Messaging Model The “PMTK Market Messaging Model” is a collective name for three submodel ponents: 1. PMTK Product Positioning Messages Model. 2. PMTK Product Value Messages Model. 3. PMTK Marketing Messages Model and Plan. The product positioning messages must reflect a product feature or capability and the derived benefit to the customer, relative to the market problem. Building product positioning messages is done by first establishing a product positioning statement，defining three to four key marketing messages that reinforce the product positioning statement, and providing two to three data points that validate each key marketing message. Each data point must be based on measurable, objective, factual, provable information, and each message must be supported with data points the customer can actually verify. The diagram in schematically presents the product positioning messages model. Positioning Messages Model The product value messages must reflect a perceived moary or material or psychosocial worth that the customers shall gain from owning and using the product. Building product value messages is done by first establishing the product’s six value and quality factors, defining three to four key marketing messages that convey the product’s value and quality factors, and providing two to three data points that validate each key marketing message. The diagram in schematically presents the product value messages model. Product positing statement Target customer, statement of need or opportunity, product name or category, statement of key benefit, Unlike primary petitive alternative, statement of primary differentiation. Product positioning messageP1 Data PointP1D1 Data PointP1D2 Data PointP1D3 Product positioning messageP1 Data PointP2D1 Data PointP2D2 Data PointP2D3 Product positioning messageP1 Data PointP1D1 Data PointP1D2 Data PointP1D3 FIG2. Product Value Messages Model PMTK Marketing Me。