網(wǎng)絡(luò)營銷【外文翻譯】

1、外文翻譯MarketinginthewkEconomyMaterialSource:TheJournalofMarketingAuth:RaviS.AchrolPhilipKotlerAsthetwentyfirstcenturydawnsmarketingispoisedfrevolutionarychangesinitsganizationalcontextaswellasinitsrelationshipwithcustomers

2、.Drivenbyadynamicknowledgerichenvironmentthehierarchicalganizationsofthetwentiethcenturyaredisaggregatingintoavarietyofwkfmsincludinginternalwksverticalwksintermarketwksopptunitywks.Theroleofmarketingineachwkischangingin

3、profoundways.Marketingincreasinglywillberesponsiblefcreatingmanagingnewmarketingknowledgeeducationrealtimemarketinfmationsystemsinterfereintegrationconflictresolutiontechnologyfecastingriskinvestmentanalysistransferprici

4、ngoftangiblesintangiblesthecodinationofthewkseconomicsocialactivities.Itwillexplenewfrontiersinmultilateralmarketingreshapemarketsthroughtechnologyconvergenceelectroniccommerceganizeconsumercommunitiesaggregateconsumerin

5、fmationdemintosaleablebusinessassets.Themostradicalimplicationfmarketingistheshiftfrombeinganagentofthesellertobeinganagentofthebuyerfrombeingamarketerofgoodsservicestobeingacustomerconsultantmanagerofhishersaleableconsu

6、mptionassets.Therelativelyshtperiodofahalfcenturymarketinghasmadeseveraltransitionsfromsellerofafirmsoutputstokeyplayerinshapingafirmsproductstechnologiesmarketingpoliciesstrategicdirection.Asthenextcenturyunfoldsmarketi

7、ngagainispoisedtoundergosignificantchangesinitscontentemphasesboundaries.PeterDruckerhasdescribedtheeconomyofthefutureasawksociety.Businesswksarenotentirelynewbuttherehasbeenarapidevolutionintheirnumberfmcomplexity.Marke

8、tingoutcomesincreasinglyaredecidedbycompetitionbetweenwksoffirmsratherthanbycompetitionamongfirms.Companiesembeddedinstrategicwkswillenjoysignificantmarketadvantagesinthefuture.Inthisarticleweexplehowmarketingwillbeother

9、activities.InsharpcontrasttoacenturyAT&TFdthemoderndayNikeGaloobToysdoespracticallynomanufacturingofitsownfocusesallitsenergiesonmarketing.Todayscompanieswkcloselywithdedicatedpartnersonthesupplyside(oftenusingsinglesupp

10、lierpartners)thedistributsideoftheirbusinessexpectingthemtoplayproactiverolesindesigningwinningtechnologiesservicesmarketingstrategies.Likewisemarketrelatingkillssuchasbredimagebuildingmarketingcommunicationscustomerserv

11、iceloyaltyprogramswillcontinuetobesalient.Howeverbecausewksdistributebusinessfunctionsamongfirmsthatarefunctionallyspecializedrelatedbyinfmalauthitystructuresmarketingskillsinnegotiationinterganizationalcodinationconflic

12、tmanagementwillbehighlighted.Alsomarketinginwksisasemiautonomousfunctionfarmeexposedtotestsofitseconomicproductivity.Thismeansmarketingwillneedtoincpatefinancialcriteriameexplicitlyinitstheydecisioncalculus.Thephilosophy

13、ofmarketingislikelytoretainitscevaluesbeliefsthosethatespousetheviewthatcustomerwelfareistheultimategoalofallmarketingactivities.Successfulwkswillbemecustomerfocusedmarketdrivenwilldeliverbettervaluesatisfactionthaneverb

14、efe.Howeverinwkganizationsmarketingispushedclosertobeinganagentofthecustomerasopposedtotheagentofthefirmseller.Marketingonbehalfofconsumersasopposedtomarketingtoconsumersmeansmarketerswilldevotemetimeresourcestoganizingc

15、onsumersconsumerinfmationaswellastomanagingproductconsumptionlifestylerelatedinfmationthatisusefultotheconsumer.譯文網(wǎng)絡(luò)營銷資料來源:《華爾街日報(bào)》的營銷市場作者：RaviS.AchrolPhilipKotler在21世紀(jì)，營銷要做好變更組織環(huán)境，以及與客戶的關(guān)系。在一個(gè)動(dòng)態(tài)和富有知識的環(huán)境下，20世紀(jì)已經(jīng)形成各種各樣的網(wǎng)絡(luò)形