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1、外文翻譯原文MarketingMaterialSource：MarketingManagermentAuthor：PhilipKotlerMARKETINGTASKSArecentbook,RadicalMarketing,praisescompaniessuchasHarley-Davidsonforsucceedingbybreakingalloftherulesofmarketing.1Insteadofcommissioningexpensivemarketingresearch,spendinghugesumsonadvertising,andoperat
2、inglargemarket-ingdepartments,thesecompaniesstretchtheirlimitedresources,liveclosetotheircustomersandcreatemoresatisfyingsolutionstocustomers’needs.Theyformbuyersclubs,usecreativepublicrelations,andfocusondeliveringqualityproductstowinlong-termcustomerloyalty.Itseemsthatnotallmarketing
3、mustfollowtheP&Gmodel.Infact,wecandistinguishthreestagesthroughwhichmarketingpracticemightpass:1.Entrepreneurialmarketing:Mostcompaniesarestartedbyindividualswhovisualizeanopportunityandknockoneverydoortogainattention.JimKoch,founderofBostonBeerCompany,whoseSamuelAdamsbeerhasbecomeatop
4、-selling“craft”beer,startedoutin1984carryingbottlesofSamuelAdamsfrombartobartopersuadebartenderstocarryit.For10years,hesoldhisbeerthroughdirectsellingandgrassrootspublicrelations.Todayhisbusinesspullsinnearly$200million,makingittheleaderintheU.S.craftbeermarket.2.Formulatedmarketing:As
5、smallcompaniesachievesuccess,theyinevitablymovetowardmoreformulatedmarketing.BostonBeerrecentlybegana$15milliontelevisionadvertisingcampaign.Thecompanynowemploysmorethat175salespeopleandhasamarketingdepartmentthatcarriesonmarketresearch,adoptingsomeofthetoolsusedinprofessionallyrunmark
6、etingcompanies.3.Intrepreneurialmarketing:Manylargecompaniesgetstuckinformulatedmarketing,poringoverthelatestratings,scanningresearchreports,tryingtofine-tunedealerrelationsandadvertisingmessages.Thesecompanieslackthecreativityandpassionoftheguerrillamarketersintheentrepreneurialstage.
7、3Their8brandandproductmanagersneedtostartlivingwiththeircustomersandvisualizingnewwaystoaddvaluetotheircustomers’lives.Thebottomlineisthateffectivemarketingcantakemanyforms.Althoughitiseasiertolearntheformulatedside(whichwilloccupymostofourattentioninthisbook),wewillalsoseehowcreativ
