市场营销专业外文翻译

本科毕业论文（设计）

外文翻译及原稿

译文题目：企业品牌战略研究

原稿题目：The rise and stumble of green marketing?

原稿出处：Ken Peattie.Green marketing:legend,myth,faree or prophesy[J]. Qualitative

Market Research, 2009:P357-370

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日期：201 年月日

The rise and stumble of green marketing?

Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this as heralding a dramatic and inevitable shift in consumption towards greener products (Prototroph, 1990;Handcraftsman and cliff 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from republic research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay far green features (Crop Organization, 1990; Mindel, 1991;Worcester, 1993). Practical evidence for this came in the form of the highly directive global consumer boycott of CFC-driven aerosols, and the international success Of publications such as The Green Consumer Guide (Ellington and Hail cs, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green marketing; the other was an upsurge in green business research and writing a mongst academics.

Corporate interest in green marketing was indicated by early market research major changes and Vandemere and survey found that 91 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have changed their production systems. Green product introductions in the US more than doubled to11.4 per cent of all new household products between 1989 and 1990, and continued to grow to 13.4 per cent in 1991Ottrnan, 1993. Similar the voluble of green print ads grew 430 per cent, and that of green TV ads by 367 per cent, between 1989 and 1990 (Aotrnan, 1993). Stories of colonics such as the Body Shop, Recover, V olvo.3M, and even MacDonald became ever more cited in the green business literature to illustrate how and why green marketing initiatives could pay. Eyer and Bancroft (1993) responded to these developments by pronouncing that“green is in, no question about it" and throughout the 1990s writers continued to aver that the appears to 6e real and growing”(McKinnon and McCanna, 1997), and "green market expanding at a remarkable rate”(Schlemihl ct a1., 1996).

Despite this optimistic picture, by the mid一1990s new infarct research evidence began to emerge which was less unequivocal about the growth of green consumerism. Mint-cl' s(1995) follow-up report on the enlivenment recorded only a very slight increase in green consumers since 1990, and identified a significant gap between concern and actual purchasing 一a picture replicated in subsequent management research (along et al.,1996; Pc-attic, 1999; Crane 2000). The frequency and protocontinent of green claims was also found to be in decline (National Consumer Council, 1996), and green coproducts looked to have achieved

only limited success (along ct al., 1996). Specialist brands such as Ecovcr and Down to Earth failed to sustain the growth they enjoyed in the early 1990s, and the specialist green ranges of sonic major companies such as Lever Brothers and Salisbury were discontinued. Al thou green product growth continued strongly in certain markets, such as food, tourism, and semuncial services, across the majority of markets there was no longer talk about the impressive growth in green product introductions.

So, has green marketing failed to change how businesses behave and to move the economy towards stainability Same of the research evidence can be interpreted either way Critics can point to a reduction in advertising claims as proof of its decline,while others might sec this as an improvement on the late 1980s when a wave of often ill一cudgel advertising campaigns were mounted companies in a way that drew widespread criticism. Similarly, a reduction in specialist products can be interpreted as a failure, or it can reflect the mainstream market improving its environmental performance to the point that reduces the demand for specialist green products.Perhaps the most damning market research evidence in the case for the decline of green marketing is the alarming cynicism being displayed by consumers about green products, green claims, and the companies behind thein(Kan gun ct al，1991; National Consumer Council, 1996). The marketing philosophy and process is built around the customer and the relationship between the company and the customer. If this is characterism by cynicism and distrust, then companies are unlikely to be able to bring customers along with them through the changes needed to move towards sustainability. Green marketing will not work in the fact of consumer distrust, but then that distrust may be partly a product of the types of "green rnarkcting" that

companies have relied upon so far.

Five routes to failure

Reviewing King' s analysis, it sterns clear that many of the problems that have hampered the development of effective mainstream marketing in the past have returned to hamper the development of green marketing as well. These problems have contributed to the emergence of five failed manifestations of green marketing. These are: green spinning, green selling, green harvesting,marketing, and compliance marketing.

Green selling

The growth in market research consumer concern about the environmental during the I990s meant that it was taken for granted in many quarters that“green would sell" and many firms responded by rapidly their promotional campaigns. This led to what we refer to as a "green selling" approach, nancy a post-hoc identification of environmental features in existing products, thus prompting a (usually short-term} hop onto the green bandwagon. This

reflected a typical sales orientation, since interest in the environment tended to be limited to promotional activity with little or no input into product development. The same products continued to be produced, but green themes were added to promotional campaigns in order to take advantage of any environmentalism concerns of consumers.

However, there was little market research by firms to track customers’actual needs and responses. Even when these were investigated, the response was often focused on identifying the environmental benefits of existing products, rather than seeking alternatives to products. This was obviously a very opportunistic response to environmental concerns.Marketing searching

managers could scrutinize their products and production processes for an indication that their product was high in something environmentally good, and if not, at least low in something environmentally bad. It was this kind of mindset that led to the concern a mongst regulators and consumer groups over the green claims that emerged in the early I99}s. Facile, meaningless, and unproven green claims were slapped on unchanged products in failed attempts to boost salts, leading to mounting consumer cynicism and suspicion, and concerns about a potential

consumer backlash. It is therefore not surprising that green products have often underperform significantly. Some firms identifying these trends have realized that their (and their suppliers')claims lacked independent authentication, and have since attempted to develop certification programmings in order to regain customer confidence. However, problems remain. There are now a host of different logos allegedly certifying various environmental benefits，and consumers are understandably confused. Even in Denmark, a country with a population of highly concerned consumers, only 16 per cent could recognise the EU“flower" as an label (DEPA,2001).Mistrust of green claims also still endures to the extent that many firms will now choose not to make any green claims at all for risk of alienating customers. Failure to turn a selling orientation into a marketing ant has therefore meant that green is now often seen as a marketing strategy a mongst many major businesses, regardless of the environmental qualities of their products. Green harvesting

Not all firms have tried to use environmental claims to boost sales, and in fact, many now are consciously choosing not too. However, short-term profit has remained the key objective of many firms and marketing . Not surprisingly then, when it started to become apparent that greening could create cost savings, became enthusiastic about the environment_ Economies in terms marketers of energy and material input efficiences, packaging reductions, and logistics rationalization provided strong incentives for firms to develop their environmental programmers.

However, although this may have meant that products were now costing less to produce, these savings did not tend to filter through to customers in terms of cheaper, greener products. Indeed, on the contrary, green products have almost always been priced at a premium over conventional offerings. Sometimes this reflects the realities of the production costs involved, because of the internalizing of traditionally external sociol-environmental costs associated with a product. In other cases, it relates less to the costs involved, and more to pricing Strategics that seek to establish green products as premium products Serving niche markets. Overall, the tendency of green products to be perceived as expensive has severely hampered their market penetration.

Having plucked the“Iow hanging fruits”of greening, many firms found in a position where, if they worn to move any further towards sustainability, they had to embrace more radical change and invest more management tincal and money to achieve it }Shelton, 1994). However, in green harvestbug firms, we can usually recognise deep cultural fixations on cost reduction, short-term profitability, and shareholder value. In this, they tend to exemplify a typical conservative, finance orientation. There is, therefore, a profound reluctance in such companies to make Strategic investments in green marketing initiatives, particularly when the market research data is equivocal. Hence, what happens is that greening starts to look 1c58 and less of an attractive option, the whole agenda lasts momentum, and this particular guise of Green marketing ultimately fails in the medium to long-term.

Conclusions

How dots this discussion help us to understand the Story of the evolution of green marketing? It certainly highlights elements of tragedy in haw the opportunities to make substantive progress towards sustainability have been squandered because of the unappropriate focus of much "green marketing" activity Firms’orientations have centered on production, selling, Costs, legislation and PA, whereas the customer has frequently been of marginal interest. Moreover, firms have compartmental green marketing rather than developing a holistic perspective that embraces all

aspects of the company the product, and the means of production, constitution,and disposal. Without changes, cynicism and accusations of hypocrisy will continuo unabated.

Green marketing has also developed its own mythology, and with in companies,lingcods abound about the difficulties posed by customers, colleagues, and corporate cultures when trying to develop greener strategics. The practical implementation of green marketing has often worked on the assumption that since greening was what customers wanted for at least professed to want), marketers would fallow their lead, and that the rest of the organization would be happy to support them. This would work in a world of entirely marketing orientated

firms, but neglects the Internal environment. Internal resistance has often been widespread, and authors such as Wally and Whitbread 1994) and Shelton (1994) have shown that green strategics can become progressively more unpalatable for all but the most environmentally committed companies.

The need to address sustainability is a serious issue, but there have also been moments of farer, particularly in terms of sonic of the early green marketing claims.Moreover, there has been an ironic clement to much of the di`5cussion about green marketing to date because, from a theoretical point of view, green marketing has been severely restricted by its emphasis an the purchasing component of the consumption process. Environmental amelioration has been largely portrayed as a question of consumers expressing their concerns by purchasing new greener products. The paradoxical proposition is that the way through the environmental crisis created by excessive and unsustainable consumption, is yet more consumption. In contrast, sustainable marketing also has to address purchase behaviour such as product use, sharing, maintenance,

出处:Ken Peattie.Green marketing: legend, myth,faree or prophesy[J]. Qualitative

Market Research, 2009:P357-370

二、翻译文章

标题:绿色营销:传说，神话，闹剧还是预言?

译文:

蹒跚兴起的绿色营销

尽管在20世纪70年代的注意到，绿色营销理念应运而生只是在80年代后期。绿色营销的早期学术谈及绿色消费的快速增长预示在这个对环保产品在消费戏剧性和不可避免的换档时间。

如同任何新的营悄现象，很快就被一个很大的市场调研课题。从许多著名研究机构调查的证据认为提高环保意识是正确的，在绿色产品日益增长的消费兴趣，并愿意付出了明显的环保设施(罗泊织织，1990年;敏特，1991;伍斯特市，1993年)。这方而的证据实用中获得了高效的CFC一驱动全球消费者抵制气溶胶的形式，和国际成功出版物，如绿色消费指南(埃尔金顿和黑尔斯，1988)。这有两个关键的对策:一个是在企业的绿色营销领域的活动爆裂，另外是一个绿色商业研究热潮，其中包括学者写作。

早期市场的研究表明表明了绿色营销兴起是企业的重大变革，勇于创新的结果。凡德默维的调查发现，欧洲跨国公司92%声称己经改变了他们的产品，以响应环保的关注，85%声称已经改变了他们的生产系统。绿色产品在美国的推广增长了一倍以上，11. 4%所有新的家庭产品在1989年至1990年，继续增长到1991年的0.24%(奥特曼，1933年)同样，绿色印刷广告数量增长了430%，和绿色电视广告增长了367%在工1989年至1990年。例如美体小铺，沃尔沃，,甚至麦当劳变得更加引用在绿商业文献以说明如何以及为什么绿色营销举措可以支付。艾耶和班纳吉(1993)回应这些，“绿色，毫无疑问的”，并在整个20世纪90年代的作家继续断言，“绿色市场似乎是真实的和不断增长”(Memnon and Mendon, 199l年)，以及“以惊人的速度扩大”(施勒格尔米尔希，1996) 尽管这种乐观的想像，由9a年代中期新的市场调查的证据开始出现有关绿色消费较少增长。虽然绿色产品持续强劲增长，在某些市场，如食物、旅游、金融服务、在大多数市场不再谈论速度令人印象深刻的产品介绍绿色。

因此，绿色营悄未能改变企业的行为并走向可打续发展的经济再研究一些证据可以解释两种方式。一可以证明其广告声称削减跌幅，而其他人可能认为这是一个关于20世纪80年代末时的改善往往判断错误的广告活动的方式，展开了广泛的批评这个公司。同样，在专业产品的减少可以解释为失败，也可以反映主流市场持续改善其环境表现的一点，减少了对专科绿色产品的需求。也许最强烈的市场，为绿色营销下降的情况是令人震惊的研究证据被玩世不恭对绿色产品，绿色声称，他们的公司和消费者的背后显示的营销理念和过程是建立在客户和该公司与客户的关系。如果这是倡议玩世不恭和不信任，那么，公司是不可能能够带同他们遁过走向可持续发展的需要变化的客户。绿色营销将无法在而对消费者的不信任，但后来这种不信任一可能部分原因是“绿色市场”，公司己经依靠迄今为止类型的产品。

失败的五条战线

回顾分析，已似乎很清楚，对那些在过去阻碍了有效的主流营销发展及绿色营销的发展的许多问题。这些问题促成了五个绿色营销失败的现象出现。它们是:绿色纺织，绿色销售，绿色收获，绿色营销，市场营销和遵守。

绿色销售

市场调查确定消费者在20世纪90年代对环境的关注意味着，已在许多方而被,理所当然地认为，“出售绿色”，许多商家的促销活动迅速调整自己的回应。这一针致了我们所一说的“绿色销售”的办法，即对环境特点事后在现有产品鉴定从向促使一到绿色浪潮(通常是短期)。这反映了一种典型的销售方向，因为对环境的兴趣往往限促销活动，很少或根本没有到产品开发投入。同样的产品继续生产，但分别加入绿色主题言传活动，以便利用消费者的任何环境问题的优势。但是，有一点是由市场研究公司跟踪客户的实际需求和响应。即使这些进行了调查，反应往往集中在查明现有产品的环保效果，而不是寻求替代这些产品。

这显然是一个非常投机取巧响应的环境问题。销售经理可以审视他们的产品和生产过程寻找表明他们的产品具有高度环境良好的东西，如果没有，至少低一些环境不好。是这种的心态，导致监管机构和消费者团体关切过绿色的声称，出现在上个世纪90年代早期。轻便、没有意义，未经证实的绿色的声明是在加强不变的产品推销尝试失败，甘致越来越多的消费者愤世嫉俗和猜忌、以及担心一个潜在消费的强烈反弹。因此，毫不奇怪，绿色产品常常落后明显。有些公司已经意识到这些趋势，他们(和他们的供应商)索赔缺乏独立的认证，并试图发展认证计划，以重新获得客户的信任。然而，问题依然存在。现在有一个据称认证标志

的各种不同的主机环境效益，消费者是一可以理解的困惑。使是在丹麦，高度关注消费者的国家，只有6%可以识别欧盟作为一个生态标签。绿色索赔不信任也仍然忍受的程度，很多企业现在选择不作出任何疏远客户的风险在所有绿色的索赔。未转成因此意味着绿色是现在通常被着作是企业之间的许多重大徒劳的营销策略，无一沦其产品的环境质量营销最畅悄的方向。

绿色的收获

并不所有的企业都试图利用环境索赔来促进销售，而事实上，许多人现在都自觉地选择。不过，短期利润仍然是许多企业和营销经理的主要目标。然后毫不奇怪，许多营销成为对环境的热情。在能源和物质投入的效率，减少包装，物流合理化方而为企业提供经济发展的环境方案强大的动力。然而，虽然这可能意味着日前该产品是低成本生产，这些储蓄并没有倾向通过在过滤器更便宜，更环保的产品方而给客户。事实上，与此相反，绿色产品的价格几乎一直在比常规的产品溢价。有时，这反映了涉及生产成本的现实，由传统的外部社会环境与产品相关的成本内在化。在其他情况下，它关系到所涉及的费用较少，多以价格策略，寻求建立以优质的产品服务一特定市场的绿色产品。总体

而言，绿色产品的倾向，被视为昂贵，严重妨碍了他们的市场渗透。他们不得不接受更彻底的改变和投入更多的管理时间和金钱来实现它(谢尔顿，1991年)。然而，在绿色企业，我们通常能够辨认降低成本，短期的盈利能力和股东价值的深层文化的复制品。在这方而，他们往往体现一个典型的保守，金融方向。还有就是，因此，在这些公司不愿意做出深刻的绿色营销活动的战略投资，尤其是当市场研究数据是模棱两可。因此，会发生什么是绿化开始显得越来越有吸引力的选择较少，整个议程失去势头，特别是这种绿色营销的幌子，最终未能在中期到长期。

结论

这次讨论如何帮助我们理解绿色营销演进的故事吗?这当然突出的悲剧因素，如何在实现可持续发展的实质性进展，因为已经有许多“绿色营销”活动不适当的挥霍。公司的方向都集中在生产，销售，成本，法律和公关，而客户的利益常常被边缘化。此外，公司已经划分管理，而不是制训一个全而的角度出发，涵盖所有的绿色营销方而的公司，产品，以及生产，消费和处置的手段。如果没有变化，玩世不恭和虚伪的指控将继续有增无减。

绿色营销还开发了自己的传奇神话，并在公司的客户，同事带来的很多机遇，企业文化，努力发展环保战略。绿色营销的实施，常常是实际操作的假设，绿化正是顾客所需要的(或至少声称想要)，营销人员会跟随他们的意愿，以及该组织的其余部分将很乐意支持。这项工作在一个完全市场针向的公司的世界，而忽视了内部环境。内部阻碍，许多作者们认为，绿色.战略一可以成为所有，但最致力于环保的企业逐步更令人不快的。

需要解决的可持续性是一个严重的问题，但也出现了，特别是在早期的绿色营销索赔.此外一些条款闹剧的时候，出现了一个以讨论很多关于绿色营销的日期，因为其有讽刺意味的因素，从理论的角度看，绿色营销已受到严重限制了其对消费的过程中购买的重点组成部分。环境治理，己大致描绘成一个新的表达购买绿色产品的关注消费者的问题。自相矛盾的命题是，通过和不可持续的过度消费造成的环境危机，还没有更多的消费方式。与此相反，可持续的营销还必须解决诸如产品的使用，共享，维护，处置非购买行为。

出处:Ken peattie.绿色营销:传说，神话，闹剧还是预言？[J].定性市场研究，

2009:357-370

零售企业营销策略中英文对照外文翻译文献

零售企业营销策略中英文对照外文翻译文献(文档含英文原文和中文翻译)

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出在市场上将使组织获取或维护竞争优势的战略。操作的营销被建立在营销策略作用和贯彻各种各样的计划和策略(包括适当的混合营销的发展)吸引顾客和促进顾客忠实的基础之上的。 产品和服务营销的方法 有很多的方式能用来销售你的产品或服务包括做广告，直接响应、推销活动和宣传。然而，除非你能了解顾客、市场和产业的需要并且竞争的优势和劣势，否则这些方法是不太可能成功的。营销策略帮助一个组织尖化它的焦点和在市场顺利地竞争。营销策略与二个组分有关：目标市场和用最佳的方式传达你的产品价值或服务到那个市场。一个可实行的销售方针的发展取决于几个关键维度。首先，与组织之内的所有全球性战略一样，一个成功的销售方针需要由在组织之内的最高管理层签名。销售方针本质上也具有政治性的色彩：在组织之内的强有力的单位在最佳的销售方针也许不同意，并且协议也许需要谈判达成。销售方针也许受组织文化的也影响，并且那得假定这发生。例如，如果组织总是销售它的装饰物给商业主管，它也许就看不到组织之内的低层人员甚至是成人或少年的个人消费潜力。 实施战略销售计划发展的因素 存在一些能冲击战略销售计划发展的因素，这些因素首先包括组织已经拥有或它可能欣然获取的财产和技能。例如，如果组织拥有一个重大编程的部门，就为它能做和销售应用软件提供了可行性的条件。然而，如果这些人员已经在其他工作介入并且不能自由研究一个新的软件项目，并且组织没能力聘用另外的程序员，起始一条新的软件线是不妥当

外文文献(市场营销策略)

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