营销环境英语

In fact, U.S. Steel is more likely to be hurt in the long run by substitute products than by its immediate steel company rivals. U.S. Steel also must consider whether to make substitute materials or stick only to those applications in which steel offers superior performance. 事实上，由替代产品比其直接钢铁公司的竞争对手，美国钢铁长远来说是更容易被伤害。美国钢，也必须考虑是否作出替代材料或坚持只向那些提供更好的产品性能的应用。We can broaden the picture by distinguishing four levels of competition, based on degree of product substitutability: 我们可以基于对程度的产品的可替代性，扩大图片由区分四个层次的竞争： 1. Brand competition: A company sees its competitors as other companies that offer similar products and services to the same customers at similar prices. Volkswagen might see its major competitors as Toyota, Honda, and other manufacturers of mediumprice automobiles, rather than Mercedes or Hyundai. 品牌竞争：一个公司在相似价格想象它的竞争者是其它给予相似产品的公司和为同样的客户所作的服务.大众可能把它的主要竞争者视为丰田、本田和其他同类定价汽车其他制造者，而不是奔驰或现代。2. Industry competition: A company sees its competitors as all companies that make the same product or class of products. Thus, Volkswagen would be competing against all other car manufacturers. 同业竞争：公司视其同一产品或一类产品的所有公司为竞争对手，因此，大众汽车公司将竞争所有其他汽车制造商。3. Form competition: A company sees its competitors as all companies that manufacture products that supply the same service. Volkswagen would see itself competing against manufacturers of all vehicles, such as motorcycles, bicycles, and trucks. 形式的竞争：公司预计其竞争对手的所有公司的产品供应相同的服务。大众会预见它本身竞争所有车辆，如摩托车，自行车和卡车的制造商。4. Generic competition: A company sees its competitors as all companies that compete for the same consumer dollars. Volkswagen would see itself competing with companies that sell major consumer durables, foreign vacations, and new homes. 通用的竞争：公司预计其竞争对手所有的公司的消费者花费竞争。大众会与销售的主要耐用消费品的消费，国外度假，新的房子的公司竞争。Marketing Environment 销售环境Competition represents only one force in the environment in which all marketers operate. The overall marketing environment consists of the task environment and the broad environment. 竞争只代表一种力量，使所有的营销运作。任务环境和广泛环境构成了整体市场营销环境。The task environment includes the immediate actors involved in producing, distributing, and promoting the offering, including the company, suppliers, distributors, dealers, and the target customers.任务环境，其中包括立即开始行动者参与制作，分销， 和促进提供，其中包括该公司，供应商，分销商， 交易商和目标客户。 Material suppliers and service suppliers such as marketing research agencies, advertising agencies, Web site designers, banking and insurance companies, and transportation and telecommunications companies are included in the supplier group.材料供应商及服务供应商，如市场营销研究机构，广告代理商，网站设计师，银行业和保险业公司，以及运输和电讯公司都被包括在该供应商组。Agents, brokers, manufacturer representatives, and others who facilitate finding and selling to customers are included with distributors and dealers. 代理人，经纪人，制造商代表，和其他协助寻找、并销售给顾客的，也都被发行商和销售商包括进去。The broad environment consists of six components: demographic environment, economic environment, natural environment, technological environment, political-legal environment,and social-cultural environment. These environments contain forces that can have a major impact on the actors in the task environment, which is why smart marketers track environmental trends and changes closely.广泛的环境包括的六个组成部分：人口环境，经济环境，自然环境，技术环境，政治法律环境，社会文化环境。这些环境中包含的力量，对在工作环境中的行动者有重大影响，这就是为什么明智的商家密切追踪环境的趋势和密切变化。