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市场营销留学生论文paper代写:战略营销的当代问题

时间:2017-03-11 20:22来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
战略营销的当代问题
Contemporary Issues in Strategic Marketing
 
你的经理已经参加了一个关于服务主导逻辑的营销研讨会。他要求你在企业内实施一个SDK的方案的影响产生了既包括战略和战术的影响、成本和收益。
 
Your manager has been to a marketing seminar on The Service Dominant Logic. He has asked you to produce a paper on the implications of implementing an SDK programme within the firm embraces both the strategic and tactical implications and the costs and the benefits.
 
Implications of service-dominant logic 服务主导逻辑的含义
 
在消费和营销环境发生巨大变化的今天,我们需要建立新的战略和战术。由于越来越重要的角色,营销在企业经营、理解和实施策略从营销的角度给企业一个有用的方法来重构企业价值管理理念。2007年,修订后的定义由AMA(美国市场营销协会)说明了营销在本质上是一种价值交易系统。
Nowadays, we need to set up strategies and tactics in a new way due to the huge changes happening in both consuming and marketing environment. Due to the more and more important role marketing plays in corporate operation, understanding and implementing strategy from marketing's view could offer firms a useful means to reconfigure corporate value and management concept. In 2007, the revised definition of marketing by AMA (American Marketing Association) illustrates that marketing is a system of vale transaction in essence.
 
简单地说,所有形式的货物应视为服务。产品是一个或一个以上的物理表达能力,和产品是公司提供的,而服务的主要类型是专业化能力的应用(知识和技能)。说明市场已经从产品主导逻辑(神逻辑)–服务主导逻辑(逻辑)这是适用于所有的销售。他们进一步发现,事实上,所有的经济是服务经济,产品只是载体和物理服务的外观。显然,公司提供的是实物产品,但实际上他们提供的只是一种服务,一种解决方案。科特勒表示,产品对我们真正重要的不是所有权,而是我们可以从他们那里得到的服务。同时,人们越来越注重在营销服务,因为服务业主导世界经济的今天,例如,当前美国GDP的百分之八十来自服务行业,拥有超过80%的员工。
Briefly, all forms of goods should be regarded as service. Goods are the physical expression of one or more capabilities, and product is the main type that companies offer, while service, according to Vargo and Lusch (2004), is the application of specialized competences (knowledge and skills). Stephen L. Vargo & Robert F. Lusch (2004) also explained that marketing has shifted from the goods-dominant logic (G-D Logic) to service–dominant logic (S-D Logic) which is applicable to all marketing offers (Vargo and Lusch, 2004). They further identified that in fact, all economy is the service economy, and product is just the carrier and physical appearance of the service (Vargo and Lusch, 2004). Apparently, what firms offer is the physical product, but in fact all what they supply is just one kind of service, one solution. Kotler (1977) indicated that the real importance of product to us is not the ownership but the service that we could get from them. Also, there is a growing focus on services in the marketing because service industry dominants the world's economy nowadays, for example, eighty percent of the current U.S. GDP is derived from the services industry, which employs over 80% of all employees (Ford and Bowen, 2008).(责任编辑:BUG)


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