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.