中英文翻译资料--电子商务环境下的市场营销.doc

哈尔滨商业大学毕业论文 北大仓君妃酒市场营销策略研究 学 生 姓 名 宋春雨 指 导 教 师 赵大伟 专 业 市场营销 学 院 工商管理学院 2012年6月6日 When marketing is mentioned, many think of the function as it relates to consumers. However, there is another side that is expected to blossom during the next decade – business-to business marketing. According to Business to Business’ “2007 Marketing Priorities and Plans” survey, marketing efforts will grow as business-to-business marketers increase budgets, do more business online, and try new technologies (Maddox, 2006). Respondents shared some of their goals for 2007, and the top three goals were customer acquisition (62.3% of the respondents), brand awareness (19.5%) and customer retention (11%).New market growth, product penetration, research and positioning the company as a thought leader were other goals listed in the survey. Although e-mail, search and Web casts were listed as still being important and worthy of some funding, web site development was the clear leader in getting the largest share of the online marketing budget. The survey also found that 67.7% of advertisers plan to launch new ad campaigns in 2007. “Business-to-Business Marketing is a complex discipline that has become integral to selling products or services to business,industrial, institutional or government buyers” (Oliva, n.d., p. 1). Many forecasters have predicted that this market can expect purchases to net several trillion dollars a year, which is why many are predicting that the growth will outpace Business-to-Consumer marketing. However, the marketing industry will respond accordingly by providing both markets with sufficient attention even though both have different focuses. Business Marketing Versus Consumer Marketing There are many differences between the two forms of marketing such as business marketing using shorter and more direct channels of distribution (Dwyer Tanner, 2006), and consumer marketi