价值营销模式【外文翻译】

毕业论文（设计）外文翻译题　　目： Value-Marketing Model 一、外文原文Value-Marketing ModelMarketing is an

毕业论文（设计）外文翻译 题目： Value-Marketing Model 一、外文原文 Value-Marketing Model Marketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of acompany and its products.Within the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named: product marketing, corporate marketing,and marketing communications. The goal of the product marketing discipline is to generate product awareness,differentiation, and demand. Each of them emphasizes one of the various aspects of the product: price, features, or value. The price emphasis method is called price competition. The features emphasis method is called comparative marketing. The value emphasis method is called value marketing. This chapter describes the underlying concepts of the value marketing method and how to perform value marketing. Blackblot introduces the “Blackblot Value-Marketing Model”, acollective name for several work models and their supporting definitions. Value Concept From amarketing perspective, “Value” is defined as the worth derived by the customer from owning and using the product. Attribution of value to aproduct is the outcome of adynamic human reasoning process which infers from subjective interpretation the gap between the customer’s perception of the product’s quality, and the expenses incurred by the customer from buying and using the product. Several different formulas were introduced over the years in an effort to explain and represent value. Some formulas are rudimentary and simple, and some are complex and may include cultural, emotional, social, mental and psychological coefficients to indicate the highly perceptive nature of value. In all cases, the value formulas are intuitive and/or mathematical expressions, and are sometimes errone ously called cost/benefit ratio, which is actually a financial term (financial return for each dollar invested). The most basic value formula is Value =Benefits -Costs[customer], where “Benefits” are product features that are desirable to the customer, and “Costs[customer]” are the aggregate expenses incurred by the customer from buying and using the product (essentially “Total Cost of Ownership” or TCO). (Note: “Costs[customer]” are different than “Costs[manufacturer]”, which are the aggregate expenses incurred by the manufacturer in the process of manufacturing, selling, and supporting the product.)