附件3： 本科毕业论文 外文文献及译文 文献、资料题目：STRATEGIC ROLE .doc

附件3： 本科毕业论文 外文文献及译文 文献、资料题目：Strategic Role of Positioning 文献、资料来源：网络 文献、资料发表（出版）日期：1989.2.25 院 （部）： 商学院 专 业： 工商管理 班 级： 工商052 姓 名： 张漠 学 号： 2005091317 指导教师： 任峰 翻译日期： 2009.6.12 外文文献：　 Strategic Role of Positioning Marketing strategy consists of two parts: target market strategy and marketing mix strategy.? Target market strategy consists of three processes: market segmentation, targeting (or target market selection), and positioning.? Marketing mix strategy refers to the process of creating a unique blend of product, distribution, promotion, and pricing strategies designed to satisfying the needs and wants of customers.? Target market strategy and marketing mix strategy are closely linked and have a strong interdependence. The position of a product identified from the target market strategy serves as a guideline for formulating marketing mix strategy.? Market segmentation is the process by which a market is divided into distinct customer subsets of people with similar needs and characteristics that lead them to respond in similar ways to a particular product offerings and strategic marketing programs.? Targeting or target market selection is the process of selecting a segment or segments to serve by evaluating the relative attractiveness of each segment, the benefit sought, and the firms relative business strengths.? Finally, positioning is the process of designing product offerings and developing strategic marketing programs which collectively create an enduring competitive advantage in the target market. The concept of target market strategy especially positioning is well-known and widely accepted by most marketing practitioners especially consumer goods managers as useful theoretical concepts in formulating marketing mix strategy.? In practice, however, marketers tend to bypass formal positioning and go directly to formulate marketing mix strategy.? This may be due to the fact that these managers do not know how to obtain perceptual maps, which are m