外文翻译---营销管理：提升顾客价值和利润增长的战略

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1、附录：Market-Basedmanagementstrategiesforgrowingcustomervalueandprofitability（Partly）1.CustomerAnalysisandValueCreationIndevelopingacustomerstrategyfortheLexus,theLexusmarketingteamstartswithcurrentcustomers.Theyconductindepthinterviewswithcurrentcustomers—manyinthehomesofthecustomers—todetermi

2、netheirlikesanddislikesaswellastheirlifestyles.Fromthiscustomerinputandcomparisonswithcompetingluxurycars,theLexusteamidentifiesproductimprovementsthatrangefrommorelegroomtobetterfueleconomytoalongercoathook(customerscomplainedthattheconventionalcoathookwasnotlongenoughtocarrydrycleaning).Th

3、eybelievethatproductimprovementsthatenhanceproductbenefitsarecriticaltodeliveringasuperiorcustomervalue.Tofurtherbuildcustomervalue,theLexusmarketingteamseekstoalsofindapricethatenhancescustomervalue.1.1ADayintheLifeofacustomerOnewaytobetterunderstandcustomerneedsistobecomethecustomer.Althou

4、ghcustomers’descriptionsoftheirneedsareimportantcustomersdonotalwaysreveal(orthinkof)thefrustrationstheyencounterinthepurchase,use,anddisposalofaproductwhenasked.Forexample,tobetterunderstandhowcustomersusedtheircartrunks,Hondaemployeesvideotapedpeopleloadinggroceries.Differentcars,different

5、consumers,anddifferentgrocerybagsallaffectedhowmuchcarownershadtostruggletogetthebagsintotheircartrunk.Somearrangedtheirplasticbagstokeepthemfromtippingover,otherspausedtorestabagontheedgeofthetrunkwallandthenhadtoliftthelidagainafteritpartlyclosed.Watchingthevideos,Hondaengineersputthemselv

6、esinthecustomers’shoes.Theycouldseeandfeelusers’experiencesandenvisionbettertrunkdesigns.1.2EmpathicDesignVideotapingcustomerproductuseisoneformoftheempathicdesign.Thisinanobservationalapproachtounderstandingcustomerneedsanddiscoveringcustomerproblemsandfrustrationsthatarisewhenacquiringusin

7、g,anddisposingofaproduct,Intuit,marketofthepersonal-financesoftwareQuicken,hasaFollow-Me-Homeprogram.Productdevelopersgainpermissionfromfirst-timebuyerstoobservetheirinitialexperiencewiththesoftwareintheirownhomes.Inthisway,theylearnwhatothersoftwa