英语翻译Positioning – a crucial strategic choiceKalafatis et al.

英语翻译
Positioning – a crucial strategic choice
Kalafatis et al.consider a series of possible positioning strategies defined by the customer’s attitude to the firm.What the authors show is that the choice of positioning strategy is not simply a question of marketing communications but encompasses the entire behaviour of the firm.
In business markets,given the intensity of contact and the significance of relationships,this separation from advertising and communications becomes clearer.For business-to-business marketers,advertising is usually a secondary element within the marketing mix.The sales and customer service aspects of the marketing mix are far more significant.
As a result of this difference,the strategic choice must reflect the firm’s ability to deliver to the expectations associated with a particular positioning.And the positioning needs to be clear and properly defined.While Kalafatis et al.do not provide an assessment of relative performance within their typology,we can see that customers recognise a clear positioning strategy when the see one – they will know,for example,the difference between a firm that focuses on price and a firm that concentrates on providing a comprehensive service.
The central message for the industrial supplier is that they must make the positioning choice and use that choice to design the marketing and distribution effort.If the process happens the opposite way round the result can be a confused message and a loss of focus.

定位-重要的战略性选择.
Kalafatis et al.考虑了一系列由客户对公司态度决定的定位策略的问题.作者表述的是定位策略的选择不仅仅是简单的商业买卖的问题而是包含了全部的公司运作.
在商海中,提供频繁的商务洽谈和人际关系的重要性,这个来自广告宣传和商务洽谈的分析变的更加清晰.对于商业市场而言,广告宣传通常是次要的要素.买卖双方对于市场的服务才更加重要.
作为这种差异的结果,这种策略的抉择必须反映公司实现一种特别定位期望的能力.而且这种定位需要被清晰和正确地定义.虽然Kalafatis et al.没有在他的论述中提供对于相关表现的评价,但是我们可以看到当客户看到一种清晰的定位策略时会认可.例如,注重商业收入的公司和注重提供全面服务公司的区别.
工业提供商的要义是他们必须做出定位来选择和运用策划市场及分配效益.反之结果将会是混乱和偏离重点.
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