外文翻译市场营销.docx

1、外文翻译市场营销麦卡锡(E.J.Mccarthy)于1960年也对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。这一定义虽比美国市场营销协会的定义前进了一步，指出了满足顾客需求及实现企业赢利成为公司的经营目标，但这两种定义都说明，市场营销活动是在产品生产活动结束时开始的，中间经过一系列经营销售活动，当商品转到用户手中就结束了，因而把企业营销活动仅局限于流通领域的狭窄范围，而不是视为企业整个经营销售的全过程，即包括市场营销调研、产品开发、定价

2、、分销广告、宣传报导、销售促进、人员推销、售后服务等。而格隆罗斯给的定义强调了营销的目的：营销是在一种利益之上下，通过相互交换和承诺，建立、维持、巩固与消费者及其他参与者的关系，实现各方的目的。McCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the c

3、onsumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing associa

4、tion a step forward that meet customer needs and realize the companys operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of

5、 the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promo

6、tion, marketing staff, after-sales service and so on. Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relations

7、hip between the parties to achieve the purpose.新式定义 台湾的江亘松在你的行销行不行中强调行销的变动性，利用行销的英文 Marketing 作了下面的定义：“什么是行销？”就字面上来说，“行销”的英文是“Marketing”，若把 Marketing 这个字拆成 Market（市场）与 ing（英文的现在进行式表示方法）这两个部分，那行销可以用“市场的现在进行时”来表达产品、价格、促销、通路的变动性导致供需双方的微妙关系。 2004年8月，美国波士顿。在AMA（美国市场营销协会）夏季营销教学者研讨会上，AMA揭开了关于市场营销新定义的面纱，以此更

8、新了近20年来AMA对营销的官方定义。此后，关于市场营销的新定义在美国的市场营销理论界、实践界都引起了广泛的讨论。这次公布的市场营销新定义是在整合了来自全球的理论界和实践界众多营销者的贡献基础之上而修订出来的。 中国人民大学商学院郭国庆教授建议将这次的新定义完整的表述为：市场营销既是一种组织职能，也是为了组织自身及利益相关者的利益而创造、传播、传递客户价值，管理客户关系的一系列过程。 推动重新审视和修订AMA关于市场营销的官方定义的主要力量之一是来自于AMA的CEO丹尼斯杜兰普。关于市场营销的第一版官方定义是1935年由AMA的前身美国营销教师协会所采用的，1948年被AMA正式采用。1960

9、年，当AMA重新审视第一版定义时决定依然保持不变，不做任何修改。就这样，关于市场营销的最初的定义一直沿用了50年，直到1985年的时候被重新修订了。修订后的定义也就是当今见到的关于市场营销最普遍的定义：市场营销是计划和执行关于商品、服务和创意的观念、定价、促销和分销，以创造符合个人和组织目标的交换的一种过程。 这个定义一直沿用至今，直到2004年夏天才被重新修订。这次新定义是近20年来关于市场营销定义的首次修订，无怪乎引起了广大营销者的普遍重视。当然，引起大家关注的原因也还在于AMA的地位。因而，由她来做出如此之修订，自然会引起各方面的关注。the new definition of Jian

10、g Taiwan through song in the line of your marketing will not do, stressed the changes in marketing, the use of marketing of the English made the following definition: What is marketing? On the literal, the marketing in English is Marketing , if the word is split into Marketing of the Market (the mar

11、ket) and ing (English-style method is carried out) This two-part, and that marketing can be used when the market is now to express the product, price, promotion, access lead to changes in supply and demand of the delicate relationship between the two sides. 2004 years 8 months, in Boston. In the AMA

12、 (American Marketing Association) summer workshop on teaching marketing, AMA opened a new definition of marketing on the veil in order to update the past 20 years the official AMA definition of marketing. Since then, on the new definition of marketing in the U.S. sector marketing theory, practice se

13、ctor has generated considerable discussion. The publication of a new definition of marketing is in integrating the theory from the global community and the practice of community contribution to many marketers based on the amendment out. Business School of Rennin University of China Professor Guo Guo

14、qing proposed that the new definition of the complete expressed as: Marketing is an organizational function, but also to organize themselves and the interests of stakeholders and the creation, dissemination, forwarding, customer value, a range of customer relationship management process. To promote

15、re-examine and amend the AMA on the official definition of marketing is one of the major forces from the AMAs CEO Dennis Alison. On the marketing of the first edition of the official definition in 1935 by the predecessor of AMA - American Marketing Association, used by teachers in 1948, formally ado

16、pted by AMA. In 1960, when the first edition of the AMA to re-examine the definition of the decision remained unchanged, not any changes. In this way, on the marketing of the original definition has been used for 50 years until 1985, when the re-amended. The revised definition is also seen on the ma

17、rket today, the most common definition of marketing: Marketing is the planning and execution on the goods, services and innovative concepts, pricing, promotion and distribution in order to create individual and organizational goals in line with the exchange of a process. This definition has been in

18、use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracted universal attention. Of course, a matter of concern is also the status of AMA. Thus, by her to make suc

19、h amendments, naturally give rise to all sides.市场营销理论 市场营销理论发展有以下四个阶段： 第一阶段：初创阶段。市场营销于19世纪末到20世界20年代在美国创立，源于工业的发展，这时的市场营销所研究的范围很窄，只是研究广告和商业网点的设置。并在伊利诺等洲的大学开设相关课程。并由“美国广告协会”改为“全美广告学与市场营销学教员协会”，给市场营销学的研究提供了组织保证。这时市场营销学的研究特点是：a. 着重推销术和广告术，至于现代市场营销的理论、概念、原则还没有出现；b. 研究活动基本上局限于大学的课堂和教授的书房，还没有得到社会和企业界的重视。

20、第二阶段：应用阶段。20世纪20年代至二战结束为应用阶段，此时初具规模，美国国内企业开始大规模运用市场营销学来运营企业，打开海外市场，欧洲国家也纷纷效仿。1931年成立“美国市场营销协会”，宣讲市场营销学，并于1937年上述两组织合并，广泛吸收学术界与企业界人士参加，市场营销学开始从大学讲台走向社会。此阶段市场营销的发展表现在应用上。因1929年资本主义世界爆发了空前的经济危机，经济出现大萧条、大萎缩，社会购买力急剧下降，市场问题空前尖锐。危机对整个资本主义经济打击很大。这个阶段，市场营销学的研究特点是：a. 并没有脱离产品推销这一狭窄的概念；b. 在更深更广的基础上研究推销术和广告术；c.

21、研究有利于推销的企业组织机构设置；d. 市场营销理论研究开始走向社会，被广大企业界所重视。 第三阶段：形成发展时期。20世纪50年代至80年代为市场营销学的发展阶段，美国军工经济开始转向民众经济，社会商品急剧增加，社会生产力大幅度提升，而与此相对应的居民消费水平却没有得到多大的提升，市场开始出现供过于求的状态。此时美国市场营销学专家W.Aderson与R.Cox提出“广义的市场营销学，是促进生产者与消费者进行潜在商品或劳务交易的任何活动。”此观点使营销开始步入全新的阶段。原先认为市场是生产过程的终点，现在认为是生产过程的起点；原先认为市场营销就是推销产品，现在认为市场营销是通过调查了解消费者的

22、需求和欲望，而生产符合消费者的需求和欲望的商品或服务，进而满足消费者的需求和欲望；从而使市场营销学摆脱企业框架而进入社会视野，并有明显的管理导向。第四阶段：成熟阶段。80年代至今，为市场营销学的成熟阶段，表现在：a.与其他学科关联，如经济学、数学、统计学、心理学等；b.开始形成自身的理论体系；80年代是市场营销学的革命时期，开始进入现代营销领域，使市场营销学的面貌焕然一新。Marketing theory The development of marketing theory has the following four stages: The first stage: start-up ph

23、ase. Marketing in the late 19th century to 20 in the United States the worlds creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the un

24、iversities. By the Association of American Advertising to National Advertising and Marketing Association of Science Teachers, to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing t

25、heory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention. Phase II: Application stage. During the 20th century to the end of World War I

26、I 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, American Marketing Association Marketing preach, and in 19

27、37 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented

28、economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to

29、sell out of this narrow concept of; b. at a deeper study on the basis of a broader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community. The third

30、phase: the formation period of development. The 20th century, the 50s to 80s for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the corresponding co

31、nsumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the broad sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity

32、. This point of view to make the start into the new marketing stage. Previously that the market is the end of the production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to

33、 understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance. Phase IV: the mature st