市場(chǎng)營(yíng)銷外文翻譯--價(jià)值營(yíng)銷模式

1、<p>　　畢業(yè)論文（設(shè)計(jì)）外文翻譯</p><p>　　題　　目： Value-Marketing Model </p><p><b>　　一、外文原文</b></p><p>　　Value-Marketing Model</p><p>　　Marketing is a

2、n instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products.Within the larger scope of its de?nition, marketing is performed thro

3、ugh the actions of three coordinated disciplines named: product marketing, corporate marketing,and marketing communications.</p><p>　　The goal of the product marketing discipline is to generate product aware

4、ness,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 calle

5、d comparative marketing. The value emphasis method is called value marketing.</p><p>　　This chapter describes the underlying concepts of the value marketing method and how to perform value marketing. Blackbl

6、ot introduces the “Blackblot Value-Marketing Model”, a collective name for several work models and their supporting de?nitions. </p><p>　　Value Concept</p><p>　　From a marketing perspective, “Va

7、lue” is de?ned as the worth derived by the customer from owning and using the product. Attribution of value to a product is the outcome of a dynamic human reasoning process which infers from subjective interpretation the

8、 gap between the customer’s perception of the product’s quality, and the expenses incurred by the customer from buying and using the product.</p><p>　　Several different formulas were introduced over the year

9、s 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 coef?cients to indicate the highly perce

10、ptive nature of value. In all cases, the value formulas are intuitive and/or mathematical expressions, and are sometimes errone ously called cost/bene?t ratio, which is actually a ?nancial term (?nancial return for each

11、doll</p><p>　　The most basic value formula is Value = Bene?ts - Costs[customer], where“Bene?ts” are product features that are desirable to the customer, and “Costs[customer]” are the aggregate expenses incur

12、red 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 ma

13、nufacturer in the process of manufacturing, selling, and supporting the product.)</p><p>　　In a sales-driven company, the sales people wish to increase the product’s value by lowering the price of the produc

14、t,which is part of the costs[customer]. In a technology-driven company, the engineers wish to increase the product’s value by in?ating the product’s feature set (bene?ts). In a market-driven company, the product’s value

15、is proactively determined by the product planner according to market needs.</p><p>　　Depending on how the value formula is applied, the outcome of the application can be either “Perceived Value”, which is an

16、 unsubstantiated estimation of worth that the customer obtains or could potentially obtain from owning and using the product, or “Actual Value”, which is the measured and validated worth that the customer or similar cust

17、omers factually obtain from owning and using the product.</p><p>　　Value Concept Application</p><p>　　In most cases it is dif?cult for customers to calculate a monetary or non-monetary value amo

18、unt. Customers will often rely on their intuition in an attempt to under- stand and realize the level of value the product holds for them.</p><p>　　Customers therefore ?rst intuitively attribute a level of v

19、alue to a product, relative to the degree in which the product solves the customers’ market problem. The customers try to determine the degree of the product’s “Resultant Value Proposition”. This proposition re?ects the

20、product’s main and relevant bene?t, to the customer and is what primarily is needed of the product.</p><p>　　Common business oriented resultant value propositions, which are based on the bene?ts derived from

21、 features include: cost savings, improved usability, stream-lined business processes, ability to perform entirely new tasks, automation of previously manual tasks, improved productivity, reduced rework, or conformance to

22、 standards or regulations. Companies try to communicate the resultant value proposition to the customers and demonstrate that their products hold “Actual Resultant Value”.</p><p>　　Creating Superior Perceive

23、d Value</p><p>　　The goal of the product marketing discipline is to generate product awareness, differentiation, and demand. The value emphasis method (value marketing) supports achieving that goal by creati

24、ng superior perceived value, since superior perceived value is a major determining factor in the customer’s buying decision. The following is a top-down explanation of the logics and process of creating superior perceive

25、d value.</p><p>　　Every method in product marketing is guided by strategies, which are documented in different plans within the marketing domain (see the “Blackblot Concept of Marketing” chapter). In the gen

26、eric business sense, “Strategy” is the coordinated set of long-term decisions that help achieve corporate objectives. Every strategy has two goals:</p><p>　　1. Provide more value than the competition.</p&

27、gt;<p>　　2. Help build a sustainable competitive advantage.</p><p>　　While value is a relatively complex concept, competitive advantage is a rather simple idea. “Competitive Advantage” is a depiction

28、that the company or its products are each doing something better than their competition in a way that could bene?t the customer.</p><p>　　Relative to value marketing, the most important plan which guides the

29、 course of marketing activities to follow is the market plan. “Market Plan” is a description of the long-term goals and messages delivered to the target market relative to a particular company or product. The market plan

30、 documents the market strategy, but when prepared in support of the product marketing discipline it also documents certain elements of the product strategy, which pertain to building a product competitive advant</p>

31、;<p>　　“Quality” is the market’s perception of the degree at which the company or product can consistently meet or exceed customers’ expectations. “Customers’ Expectations” are the hopes for deriving bene?ts from

32、the product and establishing a rewarding relationship with the vendor. Competitive advantage is based on quality, and so it can be deduced that an overall competitive advantage the market perceives will hinge upon both c

33、orporate quality and product quality. Accordingly, the (overall) competiti</p><p>　　Competitive Advantage = Corporate Quality + Product Quality</p><p>　　If the product holds positive value (perc

34、eived or actual) and the company has an overall competitive advantage, then the market could perceive that the value provided by the company and its product is more than the value provided by the competitors. This state

35、is called superior perceived value and it can be presented as an intuitive formula:</p><p>　　Superior Perceived Value = Competitive Advantage + Value</p><p>　　Superior perceived value is the con

36、dition which value marketing strives to achieve. This condition is attained by distilling information and data about the overall competitive advantage and product value in to messages that are communicated to the target

37、market. The messages attempt to in?uence customers to form an opinion that the product gives a net value more positive than its alternatives. Superior perceived value is thus achieved once that opinion is formed. Table 1

38、 summarizes the de?nition</p><p>　　Table 1 Blackblot Value-Marketing Model – Creating Superior Perceived Value</p><p>　　Strategy Coordinated set of long-term decisions that h

39、elp achieve corporate objectives. Every strategy has two goals:</p><p>　　1. Provide more value than the competition</p><p>　　2. Help build a sustainable competitive advantage</p><p>

40、;　　Competitive advantage Depiction that the company or its products are each doing something better than their competition in a way that could bene?t the customer</p><p>　　Market plan

41、 Description of the long-term goals and messages delivered to the target market relative to a particular company or product</p><p>　　Market strategy Decisions that de?ne target markets, set

42、 marketing objectives, and outline how to build a corporate competitive advantage</p><p>　　Product strategy Decisions that build and enhance products to ?t market needs and outline how to build

43、 a product competitive advantage</p><p>　　Quality Market’sperception of the degree at which the company or product consistently meet or exceed customers’ expectations</p><p>　

44、　Customers’ expectations Hopes for deriving bene?ts from the product and establishing arewarding relationship with the vendor</p><p>　　Competitive advantage Competitive Advantage + Corporate

45、 Quality + </p><p>　　Formula Product Quality</p><p>　　Superior perceived Superior Perceived Value = Competitive </p><p>　　value formula A

46、dvantage + Value</p><p>　　Product Marketing Messages</p><p>　　Product marketing is aimed at generating product awareness, differentiation and demand for a particular product.</p><p>

47、;　　Creating differentiation is accomplished via the communication of positioning messages which attempt to affect the customer’s perception of a product or service as compared to its competition. “Positioning” is the cus

48、tomer’s unique psychological placement of the relative qualities of a product or company with respect to its competitors.</p><p>　　Stimulating demand is in?uenced via the communication of value messages that

49、 convey to the customer the product’s value propositions – the worth derived from owning and using the product. Establishing product awareness is a by-product of issuing the positioning messages and the value messages.&l

50、t;/p><p>　　PMTK Market Messaging Model</p><p>　　The “PMTK Market Messaging Model” is a collective name for three sub-model components:</p><p>　　1. PMTK Product Positioning Messages Mod

51、el.</p><p>　　2. PMTK Product Value Messages Model.</p><p>　　3. PMTK Marketing Messages Model and Plan.</p><p>　　The product positioning messages must re?ect a product feature or cap

52、ability and the derived bene?t to the customer, relative to the market problem. Building product positioning messages is done by ?rst establishing a product positioning statement，de?ning three to four key marketing messa

53、ges that reinforce the product positioning statement, and providing two to three data points that validate each key marketing message. Each data point must be based on measurable, objective, factual, provable in</p>

54、;<p>　　FIG1.Product Positioning Messages Model</p><p>　　The product value messages must re?ect a perceived monetary or material or psycho-social worth that the customers shall gain from owning and usi

55、ng the product. Building product value messages is done by ?rst establishing the product’s six value and quality factors, de?ning three to four key marketing messages that convey the product’s value and quality factors,

56、and providing two to three data points that validate each key marketing message. The diagram in Fig.2 schematically presents the product</p><p>　　FIG2. Product Value Messages Model</p><p>　　PMTK

57、 Marketing Messages Model and Plan</p><p>　　The PMTK marketing messages model and plan provide guidance for the manner of which the marketing messages will be introduced to the target market. Table 2 describ

58、es the elements of the PMTK marketing messages model.</p><p>　　Table 2.Blackblot Value-Marketing Model – PMTK Marketing Messages Model</p><p>　　Messages Ideas to be communicated</p>

59、<p>　　Media Selection of media vehicles that will be employed to communicate the messages,including: public relations, advertising, sales, electronic marketing, direct marketing, telemarketing, (key selectio

60、n factors: reach, frequency, and impact)</p><p>　　Schedule The marketing messages frequency of appearance along a timeline. Common schedules include: continuous (ongoing and uninterrupted marketing mes

61、sages exposures), intervals (periods of marketing messages exposures that are regularly interspaced), and blink (very brief marketing messages exposuresthat are irregularly interspaced)</p><p>　　Sequencing

62、 Order and pattern of presenting the marketing messages </p><p>　　Proof support Rotation of data point inclusion</p><p>　　Once determined, the elements of PMTK marketing messages model form

63、a plan that guides the marketing activities. Table3 presents an example of a PMTK marketing messages plan.</p><p>　　Table 3 Blackblot Value-Marketing Model – PMTK Marketing Messages Plan </p><p>

64、;　　Messages Message_A, Message_B, Message_C</p><p>　　Media Print advertising and telemarketing</p><p>　　Schedule Continuous/60days, intervals (on/12day-off

65、/7days)</p><p>　　Sequencing Order (Message_C, Message_A, Message_B)</p><p>　　Pattern (2* Message_C, 1* Message_A, 3* Message_B)</p><p>　　Proof support Rotate data

66、 point every third exposure</p><p>　　The PMTK marketing messages plan is the last step in implementing the value marketing method. It contains all the high-level content that is necessary to perform any type

67、 of promotional activities on behalf of the product.</p><p>　　The marketing messages plan is provided to all relevant internal departments and external partners who will operationally communicate the marketi

68、ng messages to the target market. These partners speci?cally include: marketing communications, corporate marketing, analyst relations, investor relations, public relations and advertising ?rms.</p><p>　　The

69、 messages in the PMTK marketing messages plan will be “wrapped” and embedded into media vehicles, such as advertisements. The messages will also be conceptually re?ected in all possible visual and written elements of the

70、 product such as: packaging, logo, tagline, user manual, and tutorials.</p><p><b>　　二、翻譯文章</b></p><p><b>　　價(jià)值營(yíng)銷模式</b></p><p>　　市場(chǎng)營(yíng)銷是一個(gè)意在告知目標(biāo)顧客這個(gè)公司及其產(chǎn)品的價(jià)值以及競(jìng)爭(zhēng)

71、優(yōu)勢(shì)的商業(yè)活動(dòng)。廣義來(lái)說(shuō)，營(yíng)銷是通過(guò)三方面相互協(xié)調(diào)來(lái)表現(xiàn)的：產(chǎn)品營(yíng)銷，企業(yè)營(yíng)銷和營(yíng)銷傳播。</p><p>　　產(chǎn)品營(yíng)銷的目標(biāo)是提高產(chǎn)品知名度、產(chǎn)品差異化和滿足顧客需求。這三個(gè)目標(biāo)分別強(qiáng)調(diào)產(chǎn)品的價(jià)值、價(jià)格及功能中的其中一個(gè)方面。價(jià)格強(qiáng)調(diào)法主要側(cè)重于價(jià)格競(jìng)爭(zhēng)，功能強(qiáng)調(diào)法被叫做比較營(yíng)銷，價(jià)值強(qiáng)調(diào)法被叫做價(jià)值營(yíng)銷。</p><p>　　本章主要介紹了價(jià)值營(yíng)銷的基本概念以及怎樣執(zhí)行價(jià)值營(yíng)銷。Bla

72、ckblot介紹了Blackblot價(jià)值營(yíng)銷模式：幾種工作模式和其相關(guān)配套定義的總稱。</p><p><b>　　一、價(jià)值定義</b></p><p>　　從營(yíng)銷角度，“價(jià)值”是指擁有和使用的該產(chǎn)品為顧客帶來(lái)的益處。價(jià)值附屬于產(chǎn)品，這是人類推理出來(lái)的動(dòng)態(tài)結(jié)果，是人類從主觀角度推斷來(lái)解釋顧客對(duì)產(chǎn)品質(zhì)量的感知與在購(gòu)買(mǎi)、使用時(shí)發(fā)生的費(fèi)用的差距。</p>&l

73、t;p>　　很早以前就有推出幾種不同的公式用于解釋和表達(dá)價(jià)值。一些公式比較簡(jiǎn)單、基礎(chǔ)，一些卻比較復(fù)雜，包括用于表示價(jià)值高度敏感本質(zhì)的文化、情感、社會(huì)、精神和心理系數(shù)。在所有情況下，價(jià)值公式是直覺(jué)或/和數(shù)學(xué)表達(dá)式，有時(shí)候還錯(cuò)誤地被稱為是成本與效益之比（實(shí)際上是一個(gè)金融術(shù)語(yǔ)，每一美元投資的資金返回率）。</p><p>　　最基本的價(jià)值公式：價(jià)值=收益-成本（顧客）。收益是合顧客心意的功能。成本（顧客）是指顧客

74、購(gòu)買(mǎi)和使用該產(chǎn)品所支付的總費(fèi)用（實(shí)質(zhì)上擁有總成本）。（成本[顧客]與成本[生產(chǎn)企業(yè)]不同，后者是指生產(chǎn)商在產(chǎn)品的制造、銷售和配套過(guò)程中發(fā)生的總開(kāi)支。）</p><p>　　在銷售驅(qū)使的公司，銷售人員希望增加產(chǎn)品的價(jià)值卻降低產(chǎn)品的價(jià)格，這就是成本[顧客]。在技術(shù)驅(qū)使的公司，工程師希望通過(guò)夸大產(chǎn)品的功能集（即利益）來(lái)增加產(chǎn)品的功能。在一個(gè)市場(chǎng)驅(qū)使的公司，產(chǎn)品的價(jià)值取決于以市場(chǎng)需求為依據(jù)的產(chǎn)品策劃者。</p>

75、;<p>　　根據(jù)價(jià)值公式的應(yīng)用方式，應(yīng)用結(jié)果可以是“認(rèn)知價(jià)值”或者是“實(shí)際價(jià)值”。認(rèn)知價(jià)值是未經(jīng)證實(shí)的，是指顧客因擁有和使用該產(chǎn)品而獲得的或者可能獲得的估計(jì)價(jià)值?！皩?shí)際價(jià)值”是經(jīng)測(cè)量和證實(shí)的，是指顧客擁有和使用該產(chǎn)品確實(shí)可以得到的價(jià)值。</p><p><b>　　二、價(jià)值概念應(yīng)用</b></p><p>　　在大多數(shù)情況下，顧客很難計(jì)算出貨幣或者非貨

76、幣金額。顧客經(jīng)常依賴于直覺(jué)去理解和意識(shí)產(chǎn)品的價(jià)值水平。</p><p>　　顧客因此用第一直覺(jué)來(lái)感知該產(chǎn)品在多大程度上解決自身問(wèn)題，并將產(chǎn)品歸類于某一價(jià)值水平，然后顧客以此去決定該產(chǎn)品的“最終價(jià)值主張”等級(jí)。這種主張反映了產(chǎn)品的主要和相關(guān)優(yōu)點(diǎn)，對(duì)于顧客來(lái)說(shuō)，這也是產(chǎn)品所必須具有的。</p><p>　　面向商業(yè)化通用的最終價(jià)值主張是以功能效用為基礎(chǔ)的，比如節(jié)約成本，提高可用性，簡(jiǎn)化業(yè)務(wù)流程

77、，人工作業(yè)自動(dòng)化，提高生產(chǎn)率等。公司必須將最終價(jià)值主張傳遞給顧客并證明他們的產(chǎn)品具有“實(shí)際最終價(jià)值”。</p><p>　　三、創(chuàng)造卓越認(rèn)知價(jià)值</p><p>　　產(chǎn)品營(yíng)銷意在提高產(chǎn)品知名度、產(chǎn)品差異化和滿足顧客需求。價(jià)值強(qiáng)調(diào)法（價(jià)值營(yíng)銷）符合實(shí)現(xiàn)創(chuàng)造卓越認(rèn)知價(jià)值的目標(biāo)，卓越認(rèn)知價(jià)值是顧客做出購(gòu)買(mǎi)決策的決定性因素。接下來(lái)是一個(gè)自上而下的創(chuàng)造優(yōu)卓越認(rèn)知價(jià)值的邏輯性解釋和進(jìn)程。</p&

78、gt;<p>　　每一個(gè)產(chǎn)品的營(yíng)銷都有戰(zhàn)略來(lái)指導(dǎo)。在一般的商業(yè)意識(shí)中，“戰(zhàn)略”是幫助實(shí)現(xiàn)公司長(zhǎng)期任務(wù)的協(xié)調(diào)方案。每個(gè)戰(zhàn)略都有兩個(gè)目標(biāo)：比競(jìng)爭(zhēng)者提供更多的價(jià)值；幫助公司建立一個(gè)可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)。</p><p>　　價(jià)值是一個(gè)相對(duì)復(fù)雜的概念，而競(jìng)爭(zhēng)優(yōu)勢(shì)是一個(gè)比較簡(jiǎn)單的想法。競(jìng)爭(zhēng)優(yōu)勢(shì)是指該公司或者產(chǎn)品在某些方面要好于競(jìng)爭(zhēng)者，能更有利于顧客。</p><p>　　“市場(chǎng)計(jì)劃”是對(duì)一個(gè)

79、特定的公司或產(chǎn)品的目標(biāo)市場(chǎng)信息傳遞和長(zhǎng)期目標(biāo)的描述?！笆袌?chǎng)戰(zhàn)略”決定目標(biāo)市場(chǎng)，設(shè)立營(yíng)銷任務(wù)和概述如何建立企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)?！爱a(chǎn)品戰(zhàn)略”建立并加強(qiáng)產(chǎn)品符合市場(chǎng)的需求度，概述如何建立產(chǎn)品競(jìng)爭(zhēng)優(yōu)勢(shì)。根據(jù)市場(chǎng)和產(chǎn)品戰(zhàn)略的目標(biāo)，市場(chǎng)計(jì)劃概述了產(chǎn)品的價(jià)值和競(jìng)爭(zhēng)優(yōu)勢(shì)的營(yíng)銷信息。建立企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)在于提高產(chǎn)品或者公司的質(zhì)量。</p><p>　　“質(zhì)量”是產(chǎn)品能符合消費(fèi)者期望的市場(chǎng)認(rèn)知程度?！邦櫩推谕笔穷櫩蛷漠a(chǎn)品取得的益處并與供應(yīng)商

80、之間建立回報(bào)關(guān)系的期望。競(jìng)爭(zhēng)優(yōu)勢(shì)基于質(zhì)量，因此可以推斷市場(chǎng)的整體競(jìng)爭(zhēng)優(yōu)勢(shì)取決于雙方企業(yè)和產(chǎn)品的質(zhì)量。因此競(jìng)爭(zhēng)優(yōu)勢(shì)的公式用質(zhì)量的總值可表示為：</p><p>　　競(jìng)爭(zhēng)優(yōu)勢(shì)=企業(yè)質(zhì)量+產(chǎn)品質(zhì)量</p><p>　　如果產(chǎn)品擁有正值（潛在或?qū)嶋H的），公司擁有整體的競(jìng)爭(zhēng)優(yōu)勢(shì)，那么市場(chǎng)就可以察覺(jué)到由該公司提供的價(jià)值，其產(chǎn)品的價(jià)值比競(jìng)爭(zhēng)對(duì)手提供的更好，這種被稱為卓越的認(rèn)知價(jià)值，它可以由一個(gè)直觀的公式

81、來(lái)表示：</p><p>　　卓越認(rèn)知價(jià)值=競(jìng)爭(zhēng)優(yōu)勢(shì)+價(jià)值</p><p>　　卓越認(rèn)知價(jià)值是價(jià)值營(yíng)銷努力去實(shí)現(xiàn)的目標(biāo)狀態(tài)。這種情況是以提取整體競(jìng)爭(zhēng)優(yōu)勢(shì)和產(chǎn)品價(jià)值的信息和數(shù)據(jù)的方式傳達(dá)給消費(fèi)者的。這些信息試圖影響消費(fèi)者去形成一種觀點(diǎn)：這個(gè)產(chǎn)品比其他替代者有更高的價(jià)值。卓越認(rèn)知價(jià)值就是由這種觀點(diǎn)的形成而實(shí)現(xiàn)的。表1總結(jié)了相關(guān)的邏輯定義和創(chuàng)造卓越認(rèn)知價(jià)值的過(guò)程。</p><

82、p>　　表1 價(jià)值營(yíng)銷模型----創(chuàng)造卓越認(rèn)知價(jià)值</p><p>　　戰(zhàn)略 是幫助實(shí)現(xiàn)公司長(zhǎng)期任務(wù)的協(xié)調(diào)方案。每個(gè)戰(zhàn)略都有兩個(gè)目標(biāo)：比競(jìng)爭(zhēng)者提供更多的價(jià)值，幫助建立一個(gè)可持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)。</p><p>　　競(jìng)爭(zhēng)優(yōu)勢(shì) 該公司或者產(chǎn)品在某些方面比競(jìng)爭(zhēng)者能更有利于顧客</p><p>　　

83、市場(chǎng)計(jì)劃 某個(gè)特定公司或產(chǎn)品的目標(biāo)市場(chǎng)信息傳遞和長(zhǎng)期目標(biāo)</p><p>　　市場(chǎng)戰(zhàn)略 決定目標(biāo)市場(chǎng)，設(shè)立營(yíng)銷任務(wù)和概述如何建立企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)。</p><p>　　產(chǎn)品戰(zhàn)略 建立并加強(qiáng)產(chǎn)品符合市場(chǎng)的需求度，概述如何建立產(chǎn)品競(jìng)爭(zhēng)優(yōu)勢(shì)</p><p>　　質(zhì)量

84、 公司或產(chǎn)品能符合消費(fèi)者期望的市場(chǎng)認(rèn)知程度</p><p>　　顧客期望 從產(chǎn)品取得的益處和建立與供應(yīng)商之間回報(bào)關(guān)系的期望</p><p>　　競(jìng)爭(zhēng)優(yōu)勢(shì)公式 企業(yè)質(zhì)量+產(chǎn)品質(zhì)量</p><p>　　卓越認(rèn)知價(jià)值公式 競(jìng)爭(zhēng)優(yōu)勢(shì)+價(jià)值</p><

85、;p><b>　　四、產(chǎn)品營(yíng)銷信息</b></p><p>　　產(chǎn)品營(yíng)銷意在提高產(chǎn)品知名度、產(chǎn)品差異化和滿足顧客對(duì)某一特定產(chǎn)品的需求。創(chuàng)造差異化主要通過(guò)信息定位交流來(lái)完成的，即是試圖使顧客通過(guò)對(duì)競(jìng)爭(zhēng)產(chǎn)品的比較來(lái)影響顧客對(duì)某一產(chǎn)品或服務(wù)的感知?！岸ㄎ弧笔穷櫩驼J(rèn)為一個(gè)公司或產(chǎn)品與其競(jìng)爭(zhēng)對(duì)手的相對(duì)質(zhì)量在其心理的合適的位置。</p><p>　　刺激性需求是通過(guò)傳達(dá)給顧

86、客的產(chǎn)品價(jià)值主張的交流來(lái)影響的，價(jià)值來(lái)自擁有和使用該產(chǎn)品。建立產(chǎn)品知名度是通過(guò)產(chǎn)品定位信息和價(jià)值信息來(lái)實(shí)現(xiàn)的。</p><p>　　五、PMTK市場(chǎng)信息傳遞模型</p><p>　　PMTK市場(chǎng)信息傳遞模型是三個(gè)子模型的統(tǒng)稱：</p><p>　　1.產(chǎn)品定位信息模型</p><p>　　2.產(chǎn)品價(jià)值信息模型</p><p

87、>　　3.營(yíng)銷信息模型和計(jì)劃</p><p>　　產(chǎn)品定位信息模型必須根據(jù)市場(chǎng)問(wèn)題來(lái)反映產(chǎn)品的功能和給客戶的衍生利益。建立產(chǎn)品定位信息應(yīng)先建立產(chǎn)品定位聲明，定位三到四個(gè)關(guān)鍵營(yíng)銷信息來(lái)增強(qiáng)產(chǎn)品定位聲明，提供二到三個(gè)數(shù)據(jù)點(diǎn)來(lái)證明每個(gè)關(guān)鍵的營(yíng)銷信息。每個(gè)數(shù)據(jù)點(diǎn)的基礎(chǔ)必須是可衡量的，客觀的，真實(shí)的，可證明的。每個(gè)信息都必須由可以被客戶實(shí)際證實(shí)的數(shù)據(jù)點(diǎn)來(lái)支持。圖1示意圖呈現(xiàn)了產(chǎn)品定位信息模型。</p>

88、<p>　　圖1.產(chǎn)品定位信息模型</p><p>　　產(chǎn)品價(jià)值信息必須反映成一種可預(yù)見(jiàn)貨幣或物質(zhì)或社會(huì)心理價(jià)值，使得顧客覺(jué)得值得擁有和使用該產(chǎn)品。建立產(chǎn)品價(jià)值信息，首先要建立產(chǎn)品的六大價(jià)值和質(zhì)量因素。定義三到四個(gè)用于傳達(dá)產(chǎn)品價(jià)值和質(zhì)量因素的主要營(yíng)銷信息并且提供二到三個(gè)數(shù)據(jù)點(diǎn)來(lái)驗(yàn)證每個(gè)營(yíng)銷信息。如圖2示意圖示意了產(chǎn)品價(jià)值信息模型。</p><p>　　圖2.產(chǎn)品價(jià)值信息模型<

89、;/p><p>　　六、PMTK營(yíng)銷信息模型和計(jì)劃</p><p>　　PMTK營(yíng)銷信息模型和計(jì)劃為銷售信息如何引入到市場(chǎng)提供了方式上的指導(dǎo)。如表2描述了PMTK營(yíng)銷信息模型的因素。</p><p>　　表2 Blackblot 價(jià)值營(yíng)銷模型– PMTK 營(yíng)銷信息模型</p><p>　　信息 想法是用

90、于被溝通的</p><p>　　媒體 選擇用于傳達(dá)信息的媒體載體，信息包括：公共關(guān)系，廣告，銷售，電子營(yíng)銷，直接營(yíng)銷，電話營(yíng)銷。（選擇的關(guān)鍵因素是:f范圍，頻率和影響力）</p><p>　　進(jìn)度表 市場(chǎng)營(yíng)銷信息的出現(xiàn)在時(shí)間點(diǎn)上的頻率：一般進(jìn)度表包括：持續(xù)（持續(xù)和不間斷地市場(chǎng)營(yíng)銷信息曝光），間隔（營(yíng)銷信息的

91、曝光期間是定期間隔的），閃爍（非常簡(jiǎn)略的營(yíng)銷信息曝光間隔是不規(guī)律的）</p><p>　　測(cè)序 營(yíng)銷信息的秩序和模型</p><p>　　證據(jù)支持 周期數(shù)據(jù)點(diǎn)納入</p><p>　　一經(jīng)決定，PMKT營(yíng)銷信息模型的因素就組成引導(dǎo)市場(chǎng)活動(dòng)的計(jì)劃。表3呈現(xiàn)了一個(gè)PMKT營(yíng)銷信息計(jì)劃的例子。

92、</p><p>　　表3 Blackblot價(jià)值營(yíng)銷模型– PMTK 營(yíng)銷信息計(jì)劃（例子）</p><p>　　信息 信息1，信息2，信息3</p><p>　　媒體 印刷廣告和電話營(yíng)銷</p><p>　　進(jìn)度表 持續(xù)時(shí)間60天，間隔：

93、持續(xù)12天，關(guān)閉7天</p><p>　　測(cè)序 秩序（信息3，信息1，信息2）</p><p>　　模型（2次信息3，1次信息1，3次信息2）</p><p>　　證據(jù)支持 三次曝光形成一個(gè)數(shù)據(jù)點(diǎn)周期</p><p>　　這個(gè)PMKT營(yíng)銷信息計(jì)劃是實(shí)施價(jià)值營(yíng)銷方法的最后一步。它包

94、括了高層次內(nèi)容，是執(zhí)行任何產(chǎn)品宣傳活動(dòng)的必要代表類型。</p><p>　　營(yíng)銷信息計(jì)劃是用于提供給所有相關(guān)內(nèi)部部門(mén)和在業(yè)務(wù)上對(duì)目標(biāo)市場(chǎng)進(jìn)行營(yíng)銷信息溝通的外部部門(mén)。這些合作伙伴具體包括：營(yíng)銷傳播，企業(yè)營(yíng)銷，分析師關(guān)系，投資者關(guān)系，公共關(guān)系和廣告公司。</p><p>　　這些信息在PMKT營(yíng)銷信息計(jì)劃里被“包裝”和嵌入媒體車輛，如廣告等。它們將以概念的形式出現(xiàn)在所有視線可到之處和該產(chǎn)品的書(shū)