市场营销外文参考文献

2、（美）约翰.A.昆奇著，吕一林译，?市场营销管理—教程与案例?北京.北京大学出版社，2000

3、查尔斯.戴克著，李圣贤译宝洁的观点内蒙古.内蒙古人民出版社1999

4、JamesAFitzsimmons著，张金成范秀成译，《服务管理》，北京.机械工业出版社2000

5、RaymondP.Fisk等著，张金成等译，《互动服务营销》北京.机械工业出版社2000

6.菲利普??科特勒.营销管理[M].北京:中国人民大学出版社,2001

1\忠诚营销理论及其实施

【英文篇名】 Theory and 执行ution of Loyalty Marketing

【作者】 冯军孙习祥

【英文作者】 Feng JunSun XixiangSchool of ManagementWUTWuhanChina.

【作者单位】 武汉理工大学管理学院湖北武汉

【刊名】 武汉理工大学学报(信息与管理工程版) , Journal of Wuhan University fo Technology

[Information &Management Engineering], 编辑部邮箱 2006年 09期

期刊荣誉：ASPT来源刊 CJFD收录刊

【关键词】 忠诚营销数据库营销亲情营销

【英文关键词】 loyalty Marketingdatabase marketingemotion marketing

【摘要】 高的顾客忠诚度几乎是每一个企业追逐的目标。忠诚营销是针对建立客户忠诚而全面展开的市

场活动和策略。它契合了现代企业的营销实践活动,能帮助企业取得高的市场份额。研究了忠诚营销的内

涵和影响因素。并提出从以下几方面进行忠诚营销:树立以客户为中心的观念,了解客户需求提供优质的满

意的产品和服务设立顾客关系管理机构进行数据库营销制定接触计划制定开展以提升客户忠诚的亲情

营销。

【英文摘要】 Every enterprise wants to go after the high consumer faithfulness.Loyalty

marketing is regarded as marketing strategy which enterprises carry out thoroughly in order

to build up consumer loyalty and gain a high market share.The concept and the influencing

factors of loyalty marketing are studied.Suggestions of how to carry out loyalty marketing

are presented.

Services marketing is marketing based on relationship and value. It may be used to market a service or a product.

Marketing a service-base business is different from marketing a product-base business.

There are several major differences, including:

The buyer purchases are intangible

The service may be based on the reputation of a single person

It's more difficult to compare the quality of similar services

The buyer cannot return the service

Service Marketing mix adds 3 more p's, i.e. people, physical environment, process[1]service and follow-through are keys to a successful venture. The major difference in the education of services marketing versus regular marketing is that instead of the traditional "4 P's," Product, Price, Place, Promotion, there are three additional "P's" consisting of People, Physical evidence, and Process. Service marketing also includes the servicescape referring to but not limited to the aesthetic appearance of the business from the outside, the inside, and the general appearance of the employees themselves. Service Marketing has been relatively gaining ground in the overall spectrum of educational marketing as developed economies move farther away from industrial importance to service oriented economies.

What is marketing? Marketing is the flow of goods and services from the producer to consumer. It is based on relationship and value. In common parlance it is the distribution and sale of goods and services. Marketing can be differentiated as:

Marketing of products

Marketing of services.

Marketing includes the services of all those indulged may it be then the wholesaler retailer, Warehouse keeper, transport etc. In this modern age of competition marketing of a product or service plays a key role. It is estimated that almost 50% of the price paid for a commodity goes to the marketing of the product in US. Marketing is now said to be a term which has no particular definition as the definitions change everyday.

"Managing the evidence" refers to the act of informing customers that the service encounter has been performed successfully. It is best done in subtle ways like providing examples or descriptions of good and poor service that can be used as a basis of comparison. The underlying rationale is that a customer might not appreciate the full worth of the service if they do not have a good benchmark for comparisons.

However, it is worth remembering that many of the concepts, as well as many of the specific techniques, will work equally well whether they are directed at products or services. In particular, developing a marketing strategy is much the same for products and services, in that it involves selecting target markets and formulating a marketing mix. Thus, Theodore Levitt suggested that "instead of talking of 'goods' and of 'services', it is better to talk of 'tangibles' and 'intangibles'"[2]. Levitt also went on to suggest that marketing a physical product is often more concerned with intangible aspects (frequently the `product service' elements of the total package) than with its physical properties. Charles Revson made a famous comment regarding the business of Revlon Inc.: `In the factory we make cosmetics. In the store we sell hope.' Arguably, service industry marketing merely approaches the problems from the opposite end of the same spectrum[3].

References

peter, S. and Rada, J. (1988) "Servicitization of business: Adding value by adding services", European Management Journalof, vol. 6, no. 4, 1988.Shamoon Malik

^ Bitner, J. en Booms, B. "Marketing strategies and organizational structures for service firms", in Donnelly, J. en George, W. (1981) "Marketing of services", American Marketing Association, Chicago

^ Levitt, T. (1981) "Managing intangible products and product intangibles", Harvard Business Review, May-June, 1981, pp.94-102

^ Marketing by David Mercer

Ng. Irene (2007) "Service Marketing"

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