市场营销理论外文翻译.docx

市场营销理论外文翻译.docx

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Marketingtheory

McCarthy（E.J.Mccarthy）,in1960,alsounderthemicro-marketingdefinition:

Marketingistheresponsibility ofbusinessactivities, productsandserviceswillbedirectlyfromtheproducertowardstheconsumeroruserinordertomeetcustomerneeds andtheachievementofthecompany profits,butalsoaprocessofsocio-economicactivitieswiththeaimtomeetthesocialorhuman

needs,toachieve social goals.thisdefinition thanintheUnited States,althoughthedefinition ofmarketing association astepforwardthatmeetcustomerneeds andrealizethecompany'soperatingprofitas agoal,buttwodefinitionsthatmarketingactivitiesareproductionactivitiesinthebeginning

oftheendofthemiddleafteraseriesofbusinesssalesactivities, whenthecommoditytotheuserthehandsoftheend,theenterprisemarketingactivities

andtherefore islimited tothenarrow scope ofcirculation, rather thanoperating asabusiness forsalethroughout theentire process, includingmarketingresearch, productdevelopment, pricing,distribution, advertising,publicityreports,salespromotion,marketingstaff,after-sales serviceandsoon.

ChristianGrnroostothedefinitionandemphasizedthepurposeof marketing:

Marketing isintheinterests ofawhole, through mutualexchange andcommitment toestablish, maintain, consolidate andconsumers andotherparticipantsintherelationshipbetweenthepartiestoachievethepurpose.

Thisdefinitionhasbeeninuseeversince,untilthesummerof2004wasrevised.Thenewdefinitionisnearly20yearsonthemarketingofthefirstamendmenttothedefinition,nowonderthemajorityofmarketersattracteduniversalattention.Thedevelopmentofmarketingtheoryhasthefollowingfourstages:

Thefirststage:

start-upphase.Marketinginthelate19thcenturyto20inthe

UnitedStatestheworld'screationof20,duetoindustrialdevelopmentandmarketingatthistimebyaverynarrowscopeofthestudy,butresearchand

commercialadvertising networksettings.IslandinIllinoisandotherrelatedcoursesattheuniversities. Bythe"Association ofAmericanAdvertising" to"National Advertising andMarketing Association ofScienceTeachers", tomarketing research toensuretheorganization. Atthistimeofmarketingresearchischaracterizedby:

a.focusonmarketingandadvertisingtechniques,modern marketing theory, concepts, principles had yet to emerge; b.University researchactivitiesarebasically confinedtotheclassroomandaprofessorofthestudy,andalsosocietyandthebusinesscommunitydidnotreceiveattention.

PhaseII:

Applicationstage.Duringthe20thcenturytotheendofWorldWar

II20fortheapplicationstage,beguntotakeshapeatthistime,theUnitedStatesbeganlarge-scaledomesticenterprisestousemarketingtooperatebusinesses,openoverseasmarkets,Europeancountrieshavetofollow.Establishedin1931,"AmericanMarketingAssociation"Marketingpreach,andin1937mergedthetwoorganizations,academiaandthebusinesscommunitytoabsorbawiderangetojointheMarketingfromtheUniversity

oftherostrumtothecommunity.Thisstageofthedevelopmentofmarketing

intheapplications. Thecapitalist worldin1929duetotheoutbreakofanunprecedented economiccrisis,theeconomyoftheGreatDepression, largeshrinkageinthepurchasing powerofasharpdeclineinthecommunity,theunprecedented sharpmarket. Thewholecapitalist economic crisisdealtaseriousblow.Thisstage,marketingresearchischaracterizedby:

a.thereisnoproducttoselloutofthisnarrowconceptof;b.atadeeperstudyonthebasis

ofabroadermarketingandadvertisingtechnique;c.studyinfavorofsellingthebusinessorganizationset;d.beginningofthestudyofmarketingtheorytosociety,payingattentiontothegeneralbusinesscommunity.

Thethirdphase:

theformationperiodofdevelopment.The20thcentury,the50'sto80'sforthemarketingstageofdevelopment,theU.S.military-industrialeconomyhasbeguntoshiftthepubliceconomic,socialgoods,thesharpincreaseinsocialproductivityimprovedsignificantly,while

thecorrespondingconsumptionlevelofresidentshasnotbeenmuch

improvement,marketbegantoemergeinastateofoversupply.AtthispointtheU.S.marketingexpertR.CoxandW.Adersonthe"broadsenseofMarketingistopromotethepotentialproducersandconsumersofgoodsorservicesofanytransactionactivity."Thispointofviewtomakethestartinto

thenewmarketingstage.Previouslythatthemarketistheendoftheproductionprocess,isnowconsideredtobethestartingpoint