外文资料翻译及原文

外文资料翻译及原文外文资料原文：Research on Marketing Strategy in Sustainable Development EraAbstract:In this paper we investigate characteristics and drivers of sustainability marketing strategies.Basedon an empirical study in the food industry,we identify four sustainability marketing strategy types withdistinctive characteristics (performers,followers,indecisives and passives).Consumers are one of the maindrivers of sustainability marketing strategies.Depending on the sensitization of consumers to socio-ecologicalproblems,the perceptibility of socio-ecological qualities,the individually perceived net benefi ts and theavailability of sustainable altematives,we argue that the typology and drivers apply to non-food industries aswell.Furthermore,we fi nd that the incorporation of social and ecological aspects into marketing strategies alsodepends on the market segment in which the company competes:companies that are positioned in the premiumor quality segment are more inclined to take an active stance on sustainability marketing than companies thatcompete in the prce segment.Keywords:marketing;strategy;sustainability;typologyIn some markets and companies sustainability issues have become highly important and a competitivefactor influencing marketing strategies.Examples include the energy sector (Wohlgemuth et al.,1999;Salzmann,2004),the automobile business (Brunner,2004;Williander,2007)and the food industry(lonescu-Sommers,2004;Ionescu-Sommers and Steger,2008).The focus of this paper is on the strategic levelof sustainability marketing,i.e.marketing strategies in the light of ecological and social challenges.Theresearch questions are twofold.(1)Which kinds of sustainability marketing strategies do companies pursue?(2)What are the influencing factors for sustainability marketing strategies?Why do companies follow an active ora passive approach to strategic sustainability marketing?In the first part of the paper the theoretical frameworkand methodological issues of an empirical study are described.In the second part of the paper the empiricalresults of the study are presented and discussed.Sustainability marketing can be defined as 'building and maintaining sustainable relationships withcustomers,the social environment and the natural environment'(Belz,2008;Belz and Peattie,2009).Bycreating social and environmental value,sustainability marketing tries to deliver and increase customer value.Similar to the modem marketing concept,sustainability marketing analyses customer needs and wants,develops sustainable solutions that provide superior customer value,and prices,distributes and promotes themeffectively to selected target groups.The segmentation of the market,the selection of certain target groups andthe positioning of products are strategic decisions of sustainability marketing -aside from the social andecological product qualities.Generally,geographic,demographic,psychographic and behavioural variables are used to segmentconsumer markets.The socio-ecological cons