论文英汉互译资料

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1、徐小东企业管理212010120202033Themarketingmythsandconsumers’fearofmarketingHerbertJackRotfeldAuburnUniversity,Auburn,AL,USAAbstractThispaperaimstoasserthowcommonyetunfoundedclaimstopersuasionpowerarenotinthebestinterestofmarketingprofessionals.Newsreportsofanypervasivemarketingactivityincludeadirectasser

2、tion,oratleastanimplicitpresumption,thatbusinessmanagersdoitbecausetheyknowit“works.”Andsinceconsumersknowthatmarketingwishestoinfluencetheirdecisions,theyfearthattheyarebeingmanipulated.Design/methodology/approach----Withmarketingprofessionalsclaiminggreatpowertomovethemassesdespitetheiruncertai

3、ntyofjusthoweffectivetheirtoolsmightbeincausingsales,consumerstendtobelievetheclaimsofsalesinfluenceand,inturn,blamemarketingformanyconsumerorsocialproblems.Findings–Marketingisnotasall-powerfulassomeconsumersbelieveorfear,butmarketingprofessionalstendtoclaimtheirworkhasallsortsofexpansivepowers.

4、Originality/value–Manypublicdebatesputmarketingpeopleinthestrangepositionofnotingthelimitsoftheirpersuasionpowerandtheuncertaintyofpastclaimssuccesses.Unfortunately,asmarketingprofessionalstrytogainnewbusinessbudgetsandmakeclaimsoftheirworth,theirfailuretoadmitthelimitstoknowledgeofhoworwhypeople

5、mightbepersuadedtobuyproductsresultsinmanyconsumersblamingmarketingforalltypesofsocialproblems.Publiceducationandunderstandingmightbebesthelpedbysomepractitionerhonesty.KeywordsAdvertising,Marketing,ProductpositioningWhichscenariohasabasisinmarketingreality?Scene1:LastDecember,a34-year-oldWal-Mar

6、temployeewastrampledtodeathbyapredawncrowdrushingintoastoreastheyeagerlysoughttobethefirstinlineforspecialsalesonthedayconsideredthekick-offoftheUSChristmasholidaybuyingseason.Inadditiontoclaimsthatthestorefailedtoprovideadequatesecurityprotection,alawsuitfiledbytheestateandrelativesofthedeceased

7、claimedthatthestore’sadvertisingwasaproximatecauseofthetragedy.Nationalmediaquotedpoliceofficialsthatsaidmerchandisingpracticesthatgatherlargecrowdsneedtochange.Scene2:Inanefforttocombattobaccoconsumptionbyyoungpeople,