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1、0外文翻譯原文Title:MarketingPlanningMaterialSource:MarketingPlanningfExtensionSystemsAuth:V.GlennChappellThepurposeofmarketingplanningistodevelopmarketingstrategiesthatwillhelpganizationsattaintheiroverallobjectives.Effectivem
2、arketingplanningrequiresamarketingientationbasedonthreepropositions:clientientationcodinationofclientrelatedactivitiesgoaldirection.Theauthsuggestsafourstepmarketingplanningprocessthatguaranteesamarketingientationthatimp
3、rovesthechancesfchoosingthebestmarketingstrategyfExtensionprograms.RecentlyExtensionspecialistsinthestateofWashingtonuseddirectmailmethodstoattractyounghomemakerstoconferencesonfamilybusinesses.FlidaExpedFoodsNutritionPr
4、ogram(EFNEP)specialistsemployedtheprinciplesofsalesmanshiptohelpEFNEPparaprofessionalsrecruithomemakersfnutritioneducation.AcommunityleadershipprograminGegiausedbillboardstshirtsballoonsbuttonstopromotealeadershiptrainin
5、gprogram.The4HprograminNthCarolinahasusedatelevisionadvertisingcampaigntobuildawarenessofits“productline.“ThesearejustafewexamplesofthemanyExtensionprogramsaroundthecountrywhichhavesuccessfullyappliedmarketingideas(Top19
6、88)duringthepastfewyears.AsExtensionpersonnelrespondtotheproblemsfacingAmericainthe1990smanywillincreasinglyturntomarketingfhelpwithsuchissuesasattractingleadersvolunteersclienteleincreasingclientsatisfactionwithExtensio
7、ndesigningexcellentprogramswhichcarryoutExtensionsmissionenlistingfinancialpoliticalsupptaswellasenthusiasmofclientsgovernmentofficialsotherstakeholdergroups.Effectivemarketingdoesnotjusthappenhowever.Therearenomagicalfm
8、ulassecretstomarketing.NwillExtensionprofessionalsbeabletoadaptbusinessmarketingideastoExtensionsprogramswithoutsomedifficulty.Likeall2whoarecouldbeinterestedinitsofferingsthenadaptstheseofferingstomakethemasattractiveas
9、possible.(2)CodinationThesecondfacetofamarketingientationiscodination.TheremustbeclosecooperationamongallcomponentsofanExtensionganization.Allparticipantsinpolicystrategyfmulationaswellasprogrammingmusttakeamarketientedv
10、iewofExtensionsclientsotherconstituencies.Extensionmusttakestepstobecomemeresponsivetoitsclientssuchasconductingstudiesofclientsatisfactionofclientsneedspreferencesaswellasdevelopingappropriatewaystorespondtocomplaintssu
11、ggestions.FurthermemarketingneedstobeintroducedtovariousgroupsinanExtensionganization.InternalmarketingtrainingshouldfirstbemadeavailabletotopExtensionadministratsadvisygroupsbecausetheirunderstingsupptareessentialifmark
12、etingistobesuccessfullyappliedbyExtension.AdditionaltrainingsessionsshouldbedirectedatExtensionspecialistscountydirectsagentssupptpersonnel.Finallynewemployeesshouldgothroughatrainingprogramthatemphasizestheimptanceofcre
13、atingclientsatisfaction.InshtcodinationrequiresthateveryoneinExtensionunderstclientsneedsthenbewillingabletowktogethertosatisfytheseneeds.Asonemanagementexpertputitthe“aimofmarketingistoknowundersttheclientsowellthatthep
14、rogramservicefitstheclientsellsitself“(Drucker1973).(3)GoalientationThethirdcnerstoneofamarketingientationisgoaldirection.AmarketingientationstressesthattheonlywayExtensioncanachieveitsowngoalsisbysatisfyingtheneedsofits
15、clients.FexampleanExtensionprogramwishingtoincreasetheleveloffundingprovidedbythelegislaturefcommunityresourcedevelopmentmustdemonstratetolegislatsthatitismeetingthecommunityresourcedevelopmentneedsofthestate.Thismayrequ
16、irethedevelopmentofspecialeducationalprogramsactivitiesflocalcommunityleaderspublicofficials.ThusthemaintaskofExtensionistodeterminetheneedswantsinterestsofitsclientstoadaptExtensionprogramstodeliverclientsatisfactionsth
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