營銷組合的修正面向21世紀營銷【外文翻譯】_第1頁
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1、畢業(yè)論畢業(yè)論文（文（設計設計）外文翻）外文翻譯題目：XX企業(yè)營銷組合策略研究一、外文原文標題：TheMarketingMixRevisited:Towardsthe21stCenturyMarketing原文：Mixhasitsiginsinthe60’s:NeilBden(1964)identifiedtwelvecontrollablemarketingelementsthatproperlymanagedwouldresultto

2、a“profitablebusinessoperation”.JeromeMcCarthy(1964)reducedBden’sfactstoasimplefourelementframewk:ProductPricePromotionPlace.PractitionersacademicsalikepromptlyembracedtheMixparadigmthatsoonbecametheprevalentindispensable

3、elementofmarketingtheyoperationalmarketingmanagement.ThemajityofmarketingpractitionersconsidertheMixasthetoolkitoftransactionmarketingarchetypefoperationalmarketingplanning(Gr.nroos1994).Whileempiricalevidenceontheexactr

4、olecontributionoftheMixtothesuccessofcommercialganisationsisverylimitedseveralstudiesconfirmthatthe4PsMixisindeedthetrustedconceptualplatfmofpractitionersdealingwithtacticaloperationalmarketingissues(SriramSapienza1991Ro

5、manoRatnatunga1995Covielloetal.2000).Alargescalestudycarriedoutamongexecutivesof550Dutchcompanies(Alsemetal.1996)revealedthatabout70%ofthecompaniessurveyedapplyfmalmarketingplanningasbasisoftheiroperationalmarketingplans

6、butresponsibilityftheMixdecisionsisdividedamongdifferentdepartments.Accdingtothesamestudymarketleaderstrustthefmaloperationalmarketingplanningbasedonthe4Pparadigmmuchmethanthemarketfollowers.ThewideacceptanceoftheMixamon

7、gfieldmarketersistheresultoftheirprofoundexposuretothisconceptduringcollegeyearssincemostintroductymarketingmanualsembraceitas“theheartoftheirstructure”(Cowell1984)relationshipsthemarketingofindustrialproducts.Themainobj

8、ectiveofthispaperistopresentanuptodatepictureofthecurrentstinginthedebatearoundtheMixasmarketingparadigmpredominantmarketingmanagementtoolbyreviewingacademicviewscriticismiginatingfromfivemarketingmanagementsubdiscipline

9、s:ConsumerMarketingRelationshipMarketingServicesMarketingRetailMarketingIndustrialMarketing.Nexttothese“traditional”areasthepaperreviewstheargumentsastothevalueofthemixinanemergingmarketingmanagementdomaintheE(lectronic)

10、Marketing.ThereviewoftheliteratureiginatingfromsixmarketingsubdisciplinesdoesnotimplythattheMixisirrelevantfothermarketingareas.Thereasonfingsixareasonlywaspurelyrelatedtothelengthofthestudy.Itmustbealsoclearthatanyconcl

11、usionsdrownaretentativerelevantftherespectiveareasonly.Furthermetheclassificationisbynomeansmeanttodemarcatemarketingdisciplinesalternativemarketingschoolsalternativeparadigmsbutrathertoidentifymanagerialsituationsfacing

12、distinctiveaswellacommonpracticalmarketingissuesproblems.AttemptingareviewofopinionsabouttheMarketingMixonecanturntoexclusivelyacademicquartersalternativelylookfviewsbasedonfieldexperience.Ineachcaseitcanbearguedthatthea

13、pproachisonesidedeithernotcontemplatingtherealwldlackingtheeticalfoundations.Theauthsreviewedinthisstudywerelimitedtoacademicopinionspublishedinresearchpapersacademictextbooks.Thefactthattheoftennmative–viewsexpressedint

14、extbookswereincludedinthestudycanbeseenasacompromisetoastrictlyscholasticapproach.Therearetworeasonsexplainingthischoice.Firstlythefactthatthevolumeofacademicresearchonthesuitabilityofthe4Psasmarketingtoolinthenewdomaino

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