Question

求帮把下面的英文翻译成中文..不要翻译器的..谢谢！

4.3. Customer response
While sales figures are considered the gold standard for measuring customer response—or lack thereof—to a brand, managers may look to other leading indicators such as purchase intentions and brand loyalty measures. These data are obtainable via standard questions which are often included in survey panels maintained by companies as part of ongoing tracking efforts. Another indicator that is particularly useful, and more easily monitored in the case of non-durable products, is brand switching behavior. Decline is frequently preceded by heightened levels of brand switching behavior and, as such, is a useful leading indicator of a brand's performance. Before consumers desert a brand, they start trying others, and then settle in on their next brand of choice (or a portfolio of their preferred brands). Brand switching may be triggered by a variety of reasons, such as an increase in the price of the brand, the entry of a new competitor in the market, or negative news about the brand. Regardless, it tends to happen only when the bond that the brand has enjoyed with the consumer has already been weakened. Thus, an increase in brand switching provides a meaningful metric and serves as an early warning system for monitoring brand decline (Semans, 2004).

The aforementioned signs of decline must be detected quickly if corrective action is to be taken. All three aspects of equity need to be considered, since they are linked to each other. Measures focused solely on immediate customer response are not going to be successful in the long run, unless problems related to brand knowledge and its differential effect have been addressed. For example, it may be easy to correct declining sales with consumer promotions, but in the best case scenario this may be a short-term solution; in the worst case scenario, it may exacerbate a brand's problems and hasten the brand's demise.

5.4. Correct mismanagement of the brand
As previously mentioned, managerial actions are probably the most common cause of brand decline. One of the main problems that our study identified, however, is the failure to clearly understand brand decline and the commitment to do what is necessary to reverse the trend, and change strategies that weakened the brand in the first place. Following are three ways to address some consistent themes that have emerged in declining brands.

Answer 1

43。客户反应

当销售数字的金标准测量客户response-or缺乏一个品牌,经理们也许thereof-to学学其他领先指标如购买意向与品牌忠诚度的措施。这些数据可通过标准的问题,而这通常是包含在面板维护公司的调查正在进行跟踪的一部分努力。这是特别有用的另一指标监测,并更容易在案件的non-durable产品,是品牌转换行为。常常是高度下降之前水平的品牌转换行为的,同样,是一种有用的领先指标的一个品牌的性能。消费者沙漠一个品牌,之前他们开始尝试着别人,然后在他们定居在选择下一个品牌的一个公事包(或他们的首选品牌)。品牌转换可能引发的种种原因,如价格的上涨的品牌,进入一个新的竞争者在市场上,或负面新闻的品牌。不管怎样,它往往只发生在债券,品牌已享受了消费者已经被削弱了。因此,增加品牌转换提供了一个有意义的度量,并提供服务作为一种早期预警监测系统(Semans品牌衰落,2004年)。

上述的迹象,如果必须迅速地发现下降将采取的纠正措施。所有三个方面需要考虑的股权,因为它们是被连接到各自其它的。措施仅仅注重直接客户反应并不会成功的从长远来看,除非问题涉及品牌知识及其微分效应有被提及。例如,该药物可能是容易纠正销量不佳与消费者的促销活动,但在最好的情况下,这可能是一种暂时的解决办法;在最糟糕的情况下,它可能会加剧一个品牌的问题并促成了品牌的死亡。

54。正确的管理不善的公司品牌

如前所述,管理措施可能是最常见的起因品牌衰落。一个重要的问题,我们的研究还发现了,然而,是未能清楚地了解品牌衰落并承诺去做什么,那必须是扭转这一趋势,改变策略,削弱了品牌的首要原因。下面是三种方法解决一些一致的主题,也出现了下降的品牌