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1、外文翻译-房地产营销 郑州轻工业学院毕业设计外文翻译 题 目 房地产营销 学生姓名孙钰雯 专业班级 经济学07-1 学 号 200706020136 院 系经济与管理学院 指导教师职称 冯阳(讲师) 完成时间 2011年03月10日 Marketing Real Estate Marking is the process of planning and executing the conception, pricing , promotion and distribution of ideas ,goods and services to create exchanges that satis
2、fy individual and organizational objections. The objective of this article is to describe marketing concepts as they apply to real estate, looking especially at the practices covered by real estate professionalsThe real estate broker deals both with sellers and prospective buyers of real estate .The
3、 brokers relationship with the seller involves obtaining properties to list.The dominant reasont that home sellers turn to real estate brokers rather than trying to sell their property on their own are because they need technical assistance and are hesitant to take risks. Many have difficulty making
4、 a decision as to the price to ask and want advice in preparing their homes for showing.The seller also needs assistance in obtaining mortgages for prospective buyers and in making contact with potential buyersStatistics indicate that home owners who try to sell for themselves are often not successf
5、ul. They also show that sales completed by the owners themselves often are at a lower price than with an agent, possibly due to the sellers lack of bargaining or appraisal skills. Since a prospective buyer may hesitate to tell a homeowner her reasons for rejecting the property, the owner may not get
6、 the feedback that an agent could obtain. Sometimes these comments can be used effectively to improve the property for future showing.Minor paint damage, pets in the house,or other factors can often be easily corrected and may make a significant difference. The agent is trained to screen prospective
7、 buyers, when the homeowner selling on her own would be subject to visits of people who are just looking or possibly even persons evaluating the house for future burglary. Finally, when a buyer is found, the inexperienced seller may execute an invalid contract that dose not protect against potential
8、 problem. Research indicates that about five out of fix home buyers come into contact with a broker in the buying process. 1.Promotion Selling is aided by promotion, which includes activities such as advertising, public relations, holding open house, and distributing brochures or publications. These
9、 activities help present the brokers products or professional abilities to prospective purchasers or sellers and to the public in general. Brokers who concentrate on residential properties will have different promotion strategies from brokers who emphasize commercial or farm real estatePromotion is
10、an important part of the real estate brokers effort, just as marketing is part of any business effort. As such, it requires a strategy, a budget, planning, and controls, all as integral parts of the brokerage operation. Strategy considers what the broker has to sell and who the potential customers w
11、ill be. It also considers the constraints of resources available, such as number of salespeople and financial resources, as well as the resources of competitors. Thus, strategy involves factors external to the operation as well as internal aspects. Sometimes promotion is used as a device to mislead
12、by providing improper or insufficient information; however, research has shown that misleading promotion usually dose the advertise more harm than good. Promotion should be better utilize as a method of providing information to prospective buyers to help them make good purchases. 2.Advertising Real
13、estate advertising can be classified according to its objective or the medium used.Understanding each of theses factors help one select a good advertising strategy and implement it successfully: 1Kinds of Advertising and Their Objectives Advertising can be classified as specific advertising, name ad
14、vertising, and institutional advertising. Specific advertising promotes individual parcels of real estate or particular related services. The objective is to sell or rent a specific property described in the ad or to secure customers for the brokers services. Specific advertising usually appears in
15、newspapers, brochures, or flyer. The second category is named advertising. The purpose of name advertising is to display the name of the firm before the public. This advertising aims to enhance the firms reputation and image in the eyes of potential home buyers or sellers. Newspaper advertising can
16、accomplish this goal, as can radio or television announcements, billboards, office signs, or activity news item in newspapers. Institutional advertising has as its objective the creation the creation of a favorable public opinion toward the real estate brokerage business. It is intended to influence public opinion so that pote
