英语翻译We,first,discuss the pre-entry and post-entry defensivem

英语翻译
We,first,discuss the pre-entry and post-entry defensivemarketing strategies,and,then,a number of offensive marketing strategies.2.0 Defensive StrategiesBecause of ongoing rivalry,established firms need to engage in defensive strategies to fend off the variouschallengers.The primary purpose of defensive strategy is to make a possible attack unattractive and discouragepotential challengers from attacking another firm.Incumbents try to shape the challenger’s expectations about theindustry’s profitability and convince them that the return on their investment will be so low that it does notwarrant making an investment in that industry.Defensive strategies work better when they take place before thechallenger makes an investment in the industry,or if they enter the industry before exit barriers are raised,makingit difficult for the challenger to leave the industry.For this reason,an incumbent needs to take timely action todiscourage a challenger from making any substantial commitment,because once the commitment is made,it ismore difficult to dissuade the challenger from following through with the attack especially if exit barriers arehigh.If an attack has already begun,a defending firm may attempt to lower its intensity and potential for harm,bydirecting the attack to areas where the firm is less vulnerable,or in areas which are less desirable to the attacker(Porter,1985).Or they should initiate actions designed to make the entrant’s life difficult after entry has occurred.This may convince the entrant that its calculations were too optimistic and its early experience in the industry isso negative that it does not warrant continuing the entry effort.
Over the years,marketing managers and business strategists have developed a number of defensive marketingstrategies to defend their position and maintain their sales and profitability.There are two types of defensivemarketing strategies.Pre-entry strategies are actions taken by incumbents before they are attacked by challengers.Defensive marketing strategies may also take the form of post-entry actions that are initiated after the challengerhas entered the market (see Table 1).2.1 Pre-Entry Defensive StrategiesPre-entry defensive strategies are actions taken by firms intended to persuade potential entrants to believe thatmarket entry would be difficult or unprofitable.Such actions include signaling,fortify and defend,covering allbases,continuous improvement,and capacity expansion.Table 1:Defensive Strategies2.11 SignalingCompanies often use signaling to announce their intention to take an action.Announcements can be made throughinterviews with the press,press releases,speeches,trade journals,newspapers,and other means.

We,first,discuss the pre-entry and post-entry defensivemarketing strategies,and,then,a number of offensive marketing strategies.2.0 Defensive StrategiesBecause of ongoing rivalry,established firms need to engage in defensive strategies to fend off the variouschallengers.The primary purpose of defensive strategy is to make a possible attack unattractive and discouragepotential challengers from attacking another firm.
首先,我们讨论进入市场前及进入市场后的防御性营销战略,然后再讨论一些进攻性营销战略.
2.0 防御性战略.因为持续的敌对竞争,已占据市场的公司需要用防守策略击退的各种挑战者.防守策略的主要目的是使另一家公司可能的攻击变得没有吸引力,并使潜在挑战者丧失发起攻击的勇气.
Incumbents try to shape the challenger’s expectations about theindustry’s profitability and convince them that the return on their investment will be so low that it does notwarrant making an investment in that industry.
市场占有者尝试塑造挑战者的盈利预期,并说服他们,他们的投资回报将是如此之低,将使其该行业的投资得不到回收的保障.
Defensive strategies work better when they take place before the challenger makes an investment in the industry,or if they enter the industry before exit barriers are raised,making it difficult for the challenger to leave the industry.
在挑战者投资进入该项产业前,或者他们进入这个产业后让他们难以退出的壁垒出现前,防御策略更为有效.
For this reason,an incumbent needs to take timely action todiscourage a challenger from making any substantial commitment,because once the commitment is made,it ismore difficult to dissuade the challenger from following through with the attack especially if exit barriers arehigh.
由于此项原因,市场占有者需要掌握时机,吓阻挑战者下定任何实质决心,因为一旦决心已经建立,将会更难劝服挑战者中止后续攻击行动,特别是在存在很高退出壁垒的时候.
If an attack has already begun,a defending firm may attempt to lower its intensity and potential for harm,bydirecting the attack to areas where the firm is less vulnerable,or in areas which are less desirable to the attacker(Porter,1985).
如果攻击行动已经展开,一家处于防守地位的公司可以尝试将其转移至远离自己弱点的地方,或者是对攻击者吸引力更小的地方,以降低其激烈程度或者造成损害的能力,
Or they should initiate actions designed to make the entrant’s life difficult after entry has occurred.
或者他们应该采取行动,使进场公司在进场以后面临艰难处境.
This may convince the entrant that its calculations were too optimistic and its early experience in the industry isso negative that it does not warrant continuing the entry effort.
这将说服进场公司,让他们认为其预先的计算过于乐观,他们在进入这项产业不久后的经历是如此负面,以至于不能确保后续的进场努力得到回报.
Over the years,marketing managers and business strategists have developed a number of defensive marketingstrategies to defend their position and maintain their sales and profitability.
多年以来,营销经历和商业战略家研究出了多种防御性营销策略,以维护其市场地位、销售额及创造利润的能力.
There are two types of defensivemarketing strategies.
有2种防御性市场策略：
Pre-entry strategies are actions taken by incumbents before they are attacked by challengers.
进场前策略是市场占有者在挑战者发起攻击前采取的行动.
Defensive marketing strategies may also take the form of post-entry actions that are initiated after the challengerhas entered the market (see Table 1).
防御性营销策略也可以以在挑战者进入市场后采取行动的方式实施.
2.1 Pre-Entry Defensive StrategiesPre-entry defensive strategies are actions taken by firms intended to persuade potential entrants to believe thatmarket entry would be difficult or unprofitable.
2.1 进场前策略
进场前策略是指劝服潜在对手其进场行动将会非常艰难并且没有利润
Such actions include signaling,fortify and defend,covering all bases,continuous improvement,and capacity expansion.
这些行动包括发送信号,强化防御,全面防御,持续改进及能力拓展.
Table 1:Defensive Strategies2.11 SignalingCompanies often use signaling to announce their intention to take an action.Announcements can be made throughinterviews with the press,press releases,speeches,trade journals,newspapers,and other means.
表格1：防御性策略
2.11 发送信号.企业经常使用发送信号的方式来公告他们采取行动的意图.公告可以以媒体采访、新闻发布、演讲、商业杂志、报纸及其他手段.