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1、外文翻譯原文：原文：CROSSNATIONALSEGMENTATIONFMESSAGINGABOUTCHEEESE:TOWARDSANEWAPPROACHTOCONSUMERUNDEERSTINGDIRECTEDDEEVELOPMENTTARGETEDMARKETINGINTRODUCTIONFirmsusebringasakeystrategytoattractnewconsumerstoretaincurrentconsumersw

2、ithiginalbrstherebyimprovingthefirms’marketshare(ARNADEetal.2009).Consumers’brloyaltydesirefbrvarietiesplayanimptantroleinthedemfcheeseproductstheprofitabilityoffirmswhichmarketfoods.ThestudyofTREVISOL(2005)ftheEuropeanD

3、airyindustryModelfecastedanoptimisticgrowthrateftheconsumptionofcheese.AccdingtotheseestimatestheconsumptionofcheesewillincreaseineachcountryinEurope.FurthermetheconsumptionofcheeseprocessedcheeseincountriesfromtheEurope

4、anUnion11willincreasebythehighestannualaverage.Sincecountrybdershaveapousnaturemanufacturersofpackagedgoodsneedtodevelopastrategybeyondbringindertomaintaintheattractivenessofthosebrsthatareexptedfromaregionofstrongbrdeve

5、lopmenttoanotherregionwherethebrsunknown(BOTI2004).Onesuchstrategyismessaging(KOTLER1997).Messagingisdefinedasmarketingderived‘wdsphrases’thatacompanyusestodescribeaproducttoaconsumerindertoconvincetheconsumertobuyittoco

6、nsumeit.Messagingcarrieswithitatonalitybeyonddeion.Itisdeionmotivatedbythedesiretoconvinceconsumersinapositivewayeitherabouttheproductitselfthebrtheexperiencesurroundingtheproduct.Messagingprecedesbothbrproduct(NEDRIECHS

7、WAIN2008).Fromthestpointofbusinesseconomicsthenumberoffeigndomesticcompetitshasincreasedenmously(BOTI2004)requiringthatacompanybecomeincreasingcustomerfocusedindertomaintainacompetitiveedge.Consumersrepresenttheultimateb

8、utyetthemostimptantcomponentwithinthefoodchain.Thestudyofconsumershelpsfirmsganizationstoimprovetheirmarketingstrategiesbyunderstingconsumers’attitudesshoppingbehavi.Withthisknowledgemarketersadaptimprovetheirmarketingme

9、ssagingstrategiesindertoreachtheconsumers’needsinthemostappropriateway.Itisimptanttokeepinmindthatwhenonewkswithconsumerssimpledeionsofproductstheirbenefitstheexperienceswiththoseproductsdonotnecessarilysufficetomotivate

10、purchase.inthecreationofaproductsimpledeionsalonedonotnecessarilycapturetheuniquefeaturesofproductstowhichtheconsumerisattunedwhichthedevelopermustcaptureintheprototypetobecreated.Themessagingaddsthatbitofindividualityla

11、irtotheproductwhichinturnguidesthedeveloperhelpingtoidentifyspecific‘extras’tobeincpatedfoodsfsensypleasureaswellasfhealthnutritionsoanunderstingofwhatmessagingwksffoodsmayhelptheproductfindacceptanceinnewmarkets.insomec

12、asesthemessagingmayalsoshowwhathastobechangedintheproducttoappealtothenewconsumer.Atypicalconsumermayseeseveralthousmessagesaboutproductsservicesinasingleday(SCHULTZetal.1993).Inlightoftheongoingeverincreasingbombardment

13、ofconsumersbyinfmationakeybusinessobjectiveistoidentifythespecificmessagingwhichcanbreakthroughthenwhichcanenhanceproductacceptance.Communicationoffoodmessagingdemsknowingwhattosayabouttheproductwhatnottosayhowtosayittow

14、homoneshouldcommunicate.Thestyleofmessagethecontenteventhetimeofmessagemayallinfluenceaconsumer’sreceptivity(KOTLER1997).Consumersarecontinuallyconfrontedwithcommunicationsaboutproductsservices.Howdoweknowwhatparticulare

15、lementsreinfceamessageregardingaspecificfoodhowcanthemarketerthecompanyusethatinfmationtoselltheirproductsmeeffectivelyConventionalmethodstocollectdataregardingfoodsuchasindepthinterviewsfocusgroupstypicallyconsideraredu

16、cedsetoftestmessages.Suchresearchsettingsareartificialversusanexternalwldwheremultiplefactsmayaffectconsumerchoicesubsequentconsumption.Mattersbecomeevenmedifficultwhenthedatacollectionprocessislongexpensiveimplementedin

17、aglobalenvironmentacterizedbydifferentmarketspecificissueshamperingresearchexecution.Tocopewiththeseissuesresearchershavedevelopedothermethodsindertounderstthemindoftheconsumer.Oneofthesefeaturedinthispaperusesexperiment

18、aldesignofmessagesexecutedthroughwebbasedconjointanalysis.Conjointanalysisabranchofexperimentaldesignwithalong45yearhisty(LUCETUKEY1964)thoussofpublishedpapersusessystematicallyvariedteststimuli(concepts)comprisingdiffer

19、entmessagesmuchasonemightwkwithsmalltestadvertisements.Intheconjointexperimenttheresearcherexposesrespondentstoanarrayofinteractingelementsi.e.thetestconcepts.Consumersrespondtothecompoundcommunicationinawaysimilartowhat

20、theymightrespondtointheexternalwld.Thecomponentselementsofthesemixturesmustcompetewitheachothertodrivetheconsumerresponsetothetestconcept.bymixingmatchingthesemessagesinmanydifferentcombinationsdeducingwhatdrivestherespo

21、nsethroughposthocregressionmodelingtheresearcheridentifiesthatpartwthcontributionofeachelement.Fthefoodindustryconjointanalysisinparticularbutexperimentaldesigningeneralidentifiestheimptantelements.Conjointanalysisincrea

22、sesthescopeofthemessageresearchrevealing‘whatwksfwhomwhere’.Furthermeconjointanalysisprovidesthe‘rawmaterial’fsegmentationbaseduponpatternsofresponsestoactualtestcommunicationsratherthanrelyingonquestionnairemethodswhere

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