市场营销学 外文翻译 外文文献 英文文献 市场营销.docx

市场营销学 外文翻译 外文文献 英文文献 市场营销.docx

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市场营销学外文翻译外文文献英文文献市场营销

Marketing

（From:

SunKunofAccountingEnglish,2008.）

Marketingisagroupofinterrelatedactivitiesdesignedtoidentifyconsumerneedsandtodevelop,distribute,promote,andpricegoodsandservicestosatisfytheseneedsataprofit.Whetheranorganizationislargeorsmall,whetheritproducesaproductorprovidesaservice,itslong-rangefutureislinkedtosuccessfulmarktingpractices.

Theoldsaying"Buildabettermousetrapandtheworldwillbeatapathtoyourdoor"isnottrue."They"mustneedtheproduct,knowaboutit,beabletogetitwhenandwheretheywantit,andbeabletoaffordit.Marketingprovidesthemeanstomaketheorganizationsuccessfulinthelongrun.

1.TheMarketingConcept

Marketingwasunheardofintheearly1900s.Thisperiodcanbestbedescribedasonewherefarmorepeopleneededconsumergoodsthancompanieswereabletomanufacture.Thisintensedemandonmanufacturingledtoorganizationsdominatedbyproductionmanagement.Companieshadaproductionorientation:

wherethenumberonepriorityistoproduceagoodtokeepupwithdemand.Allenergiesandtalentswerelacedintheproductionfunction.Sellingagoodwasincidental;determiningconsumerneedswasunheardof.

Asmanufacturersincreasedtheirproductioncapabilities,thesupplyofgoodsavailableincreasedandinventoriesofgoodsdeveloped.Anemphasisonsellingoccurred.Thisneedtosellledtoasales-dominatedcompany-asalesorientation,wherebytheenergyofthecompanyisfocusedonsellingtheproductsproduced.Thesalespersio'sjob:

（1）tomakethedesiresoftheconsumers"fit"theproductsthecompanymanufacturesand

（2）toconvincetheconsumertobuy.Thecompany'sgoal:

to"sendtheoutfullandbringitbackempty."

Asmoreproducersbegancompetingforconsumerdollarsbymakingsuchhigh-demandproductsasautomobiles,vacuumcleaners,andrefrigerators,thesupplyofgoodsbegantoexceedthedemand.Companieshadtofindawaytoidentifyconsumerdemand.

Companyprofits.

Companiesthataremarketingorientedhaveadoptedaphilosophyforthefirmknownasthemarketingconcept.Themarketingconceptisabeliefthatthecompanyshouldadoptacompanywideconsumerorientationdirectedatlong-rangeprofitability.Itincludesthebeliedthatalleffortsoftheorganizationshouldbedirectedatidentifyingandsatisfying

ProductionOrientation

Companieswereessentiallyproduction-orientedfromthelatterpartofthenineteenthcenturytoabout1920.Emphasiswasplacedonfillingthedemandforbasiccommodities.Thetypicalfamilyhadlittlediscretionaryincomeandtherewaslittledemandforproductsnotassociatedwithfillingthosebasicfamilyrequirements.Demandwasusuallysuppliedbytheproducer'sperceptionofwhatconsumersneeded.Productdesignandproductlinedecisionswereheavilyinfluencedbymanufacturingconsiderations.Managementattentionwasdirectedprimarilytoimprovingproductionmethods,increasingoutput,andloweringcosts.

SalesOrientation

Theperiodofsalesorientationcoveredroughlytheyearsfrom1920to1950.WiththeexceptionoftheyearsoftheGratDepression,thisperiodwascharacterizedbygraduallyrisingdiscretionaryincome,emergingdemandforproducts,increasingcompetition,andtheexpansionofdistributionchannels.

Althoughproductdecisionscontinuedtobedominatedbywhatthemanufacturingdepartmentwantedtomake,theroleofsalesbecameincreasinglyimportant.Withtheproductiondepartmentcapableoftuningoutincreasingquantitiesofgoodsthroughmassproductiontechniques,companysuccessbegantoturnontheabilityofthesalesforcetomoveinventories.

MarketOrientation

Coveringtheyearsfromabout1950to1970,thisperiodwascharacterizedbyacontinuingshiftinbusinessemphasistounderstandingandreactingtochangingmarkets.ThedramaticriseinconsumerdiscretionaryincomefollowingWorldWarIIcreateddemandfornewproductsandservices.Themobilityprovidedbymassownershipofautomobilesencouragedthedevelopmentofsuburbs,newshoppingpatterns,andchangesindistributionmethods.Marketsbecamemoresegmentedandmorecomplex.Productlifecyclesshortened.

Withtheseconditions,productionpeoplenolongerwereinapositiontodetermineaccuratelywhatwouldsell.Sellingskillswerenolongersufficienttoovercometheproblemscreatedwhenproductswerenotattunedtoamorediscriminantmarketdemand.Inordertoprovideabetterfitbetweenmarketdemandandcompanyofferings-andinordertoprovideforbettercoordinationofmarketingactivities-companiesreorganizedandassignedincreasedresponsibilitiestothemarketingdepartment.

Marketingtookontheroleofanalyzingmarketsandinterpretingtheneeds,andmanufacturingdepartments.Moresophisticatedaproachesweredevelopedtofulfillthetraditionalmarketingrolesofproductpromotionandthemanagementofdistributionchannels.Theroleofmarketinginpricingincreased.Andfinally,themarketingdepartmentbecamethefocalpointforthedevelopmentofcorporatestrategiesneededtoadjusttomarketchange.

SocietalOrientation

Whenmanagementsadoptedthemarketingconcept,theycouldnotforeseetheenvironmentalproblemsorthechangesinsociety'svaluesthatwouldraisequestionsaboutthemarketorientationphilosophy.Intermsofwhatwenowknowaboutpollution,thefinitenessofrawmaterials,andtheapparentinabilityofoureconomicsystemtoeliminatepoverty,somepeoplequestionwhetherwhatisgoodfortheindividualconsumerisalwaysgoodforsociety.Increasingly,nationalpolicy-and,inturn,businesspolicy-istemperingconcernfortheconsumerwithconcernforsocietyasawhole.ThomasA.Murphy,chairmanofGeneralMotors,addressedthisdilemmawhenhesaid,"Wemayhaveletourselvesgrowoutoftouchwiththecustomer'sneedforcontinuedsatisfactioninatimeofheightenedexpectationsandthesociety'sconcernforenvironmentalimprove-mentandenergyconservation."

Marketingpoliciesattunedtoservingthemarketasthemarketwantstobeservedcontinuetorepresentmoderncompanypolicy.Butwearealsoseeingmarket-orienteddecisionsmodifiedbysocietalconcerns,asaresultbothoflawandofresponsiblemanagementpolicies.

2.Channelsofdistribution

Efficientproductionmethods,coupledwithskilfulmarketing,mayhaveensuredthatwecanproducegoodsorservicescheaplyandthatthereisamarketforthem.Thereremainsthevitallyimportantquestionofhowweactuallygetourgoodsandservicestothecustomer.

DirectsalestoCustomers

This,ofcourse,istheoldestformofdistributionandinmanytradesitremainsthemostimportant.However,itcanbeaveryawkwardoneinsomebusinessessuchasmanufacturing.Customersespeciallyprivatebuyers,areunlikelytogotoafactorytobuywhattheywant,andmanufacturingfirms,atleastonecompanyseekingtosellitschainsofpetrolfillingstationsinthemid1980s.Thereareothertradeswhereproducersselldirectlytocustomers.Insomecasesthisisbecauseproducersfinditadvantageoustocontrolthefinalretailstageandbeinapositiontoofferacompleteservice,includingafter-salesservice,tothecustomer.Inotherindustriesproducersmayselldirectlytoconsumersthroughfactoryshops,farmshops,"pick-your-own"arrangementsatfarms,bymailorderoranyotherschemethatbusinessingenuitymaydevise.

OrganizedMarkets

Afterdirectselling,marketsrepresenttheoldestformoftradefromproducertoconsumer.Herewehaveinmindnottheratailmardetsfoundinmanytownson"marketdays"butthemarketswhereproducersandtraders,especiallythetradersincommoditiesmaketheirdeals.Thesemarkets,locatedinmanyoftheworld'smajortradingcenters,includingLondonwheremostofthemainBritishcommodityexchangesarefound,bringtogetherproducersandtraderswhowishtobuyinbulkforonwardDistributiontothefinalcustomer.

Bycommoditieswemeangoodssuchastin,copper,zincandothermetalsorbulkfoodstuffsliketea,coffee,wheatandcocoa.Whatdistinguishescommoditiesisthattheytendtobesoldonthebasisofobjectivedescriptions,suchas"Braziliancoffee"or"SriLankantea",ratherthanaccordingtosomebrandname,though,ofcourse,theexperiencedbuyerwillbeabletodistinguishhighandlowqualitygoodsaccordingtotheirsourceortoawholesaler.

Wholesaling

Themarketswehavejustoutlinedarewholesalemarkets.Wholesalinginvolvespurchasinggoodsinlargequantitiesfromtheproducerorimporterandsellinginsmallerquantitiestotheretailer,orsometimes,toanotherwholesalerordealer.Aserviceisprovidedastheproducerpreferstodealwithlargeordersandtheretailerinsmallerpurchases.Thereare,however,otherservicesprovidedbywholesalingbesidesthis'breakingbulk.

Conventionalwholesalinghasdeclinedinimportanceinrecentdecades.Thefunctionsofwholesalingstillhavetobeundertakenbutarenowoftenlessimportantthaninthepastandwheretheyremainessentialareoftencarriedoutbymanufacturers,or,morenoticeably,byretailers.Thegrowthoflargechainsinretailinghasoftenbeenmadepossiblebytheincorporationofwholesalingandretailingwithintheoneorganization.Develomentsinproductionmethods,intransportandcommunicationshaveallcontributedtothisprocess.Whenflourwassoldbymillersinlargesacks,breakingbulkwasanecessaryserviceforsmallshopssellingtoordinaryhouseholds.Modernmachineshavenodifficultyinpackingflourinpaperbagsattheendoftheproductionline.Motorwaytransport,thetelephoneandtelexhavebroughtretailerandmanufacturerclosertogetherandthewholesaler'swarehousingisnotalwaysessent