市场营销学 外文翻译 外文文献 英文文献 市场营销.docx

1、市场营销学 外文翻译 外文文献 英文文献 市场营销 Marketing (From: Sun Kun of Accounting English, 2008.) Marketing is a group of interrelated activities designed to identify consumer needs and to develop,distribute,promote,and price goods and services to satisfy these needs at a profit.Whether an organization is large or s

2、mall,whether it produces a product or provides a service,its long-range future is linked to successful markting practices. The old saying Build a better mousetrap and the world will beat a path to your dooris not true. They must need the product,know about it,be able to get it when and where they wa

3、nt it,and be able to afford it.Marketing provides the means to make the organization successful in the long run.1.The Marketing Concept Marketing was unheard of in the early 1900s. This period can best be described as one where far more people needed consumer goods than companies were able to manufa

4、cture.This intense demand on manufacturing led to organizations dominated by production management. Companies had a production orientation: where the number one priority is to produce a good to keep up with demand. All energies and talents were laced in the production function. Selling a good was in

5、cidental; determining consumer needs was unheard of. As manufacturers increased their production capabilities,the supply of goods available increased and inventories of goods developed. An emphasis on selling occurred. This need to sell led to a sales-dominated company-a sales orientation,whereby th

6、e energy of the company is focused on selling the products produced. The salespersios job:(1)to make the desires of the consumers fitthe products the company manufactures and (2)to convince the consumer to buy. The companys goal:tosend the out full and bring it back empty.As more producers began com

7、peting for consumer dollars by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand. Company profits. Companies that are marketing oriented have adopted a philosophy f

8、or the firm known as the marketing concept.The marketing concept is a belief that the company should adopt a companywide consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization should be directed at identifying and satisfyingProduction Or

9、ientation Companies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little discretionary income and there was little demand for products not associated with fill

10、ing those basic family requirements.Demand was usually supplied by the producers perception of what consumers needed. Product design and product line decisions were heavily influenced by manufacturing considerations.Management attention was directed primarily toimproving production methods,increasin

11、g output,and lowering costs.Sales Orientation The period of sales orientation covered roughly the years from 1920 to 1950.With the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary income,emerging demand for products,increasing competition

12、,and the expansion of distribution channels. Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of tuning out increasing quantities of goods through mass pro

13、duction techniques,company success began to turn on the ability of the sales force to move inventories.Market Orientation Covering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to understanding and reacting to changing markets.The dramati

14、c rise in consumer discretionary income following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distribution methods. Markets became more segmented and mor

15、e complex. Product life cycles shortened. With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no longer sufficient to overcome the problems created when products were not attuned to a more discriminant market demand. In or

16、der to provide a better fit between market demand and company offerings-and in order to provide for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department. Marketing took on the role of analyzing markets and interpreting

17、the needs, and manufacturing departments. More sophisticated aproaches were developed to fulfill the traditional marketing roles of product promotion and the management of distribution channels. The role of marketing in pricing increased.And finally, the marketing department became the focal point f

18、or the development of corporate strategies needed to adjust to market change.Societal Orientation When managements adopted the marketing concept, they could not foresee the environmental problems or the changes in societys values that would raise questions about the market orientation philosophy. In

19、 terms of what we now know about pollution, the finiteness of raw materials, and the apparent inability of our economic system to eliminate poverty, some people question whether what is good for the individual consumer is always good for society.Increasingly, national policy-and, in turn, business p

20、olicy-is tempering concern for the consumer with concern for society as a whole. Thomas A. Murphy, chairman of General Motors, addressed this dilemma when he said , We may have let ourselves grow out of touch with the customers need for continued satisfaction in a time of heightened expectations and

21、 the societys concern for environmental improve-ment and energy conservation. Marketing policies attuned to serving the market as the market wants to be served continue to represent modern company policy. But we are also seeing market-oriented decisions modified by societal concerns, as a result bot

22、h of law and of responsible management policies.2.Channels of distribution Efficient production methods, coupled with skilful marketing ,may have ensured that we can produce goods or services cheaply and that there is a market for them. There remains the vitally important question of how we actually

23、 get our goods and services to the customer.Direct sales to Customers This ,of course, is the oldest form of distribution and in many trades it remains the most important. However, it can be a very awkward one in some businesses such as manufacturing. Customers especially private buyers, are unlikel

24、y to go to a factory to buy what they want, and manufacturing firms , at least one company seeking to sell its chains of petrol filling stations in the mid 1980s.There are other trades where producers sell directly to customers. In some cases this is because producers find it advantageous to control

25、 the final retail stage and be in a position to offer a complete service, including after-sales service,to the customer.In other industries producers may sell directly to consumers through factory shops, farm shops ,pick-your-own arrangements at farms,by mail order or any other scheme that business

26、ingenuity may devise.Organized Markets After direct selling ,markets represent the oldest form of trade from producer to consumer. Here we have in mind not the ratail mardets found in many towns on market days but the markets where producers and traders, especially the traders in commodities make th

27、eir deals . These markets , located in many of the worlds major trading centers , including London where most of the main British commodity exchanges are found ,bring together producers and traders who wish to buy in bulk for onward Distribution to the final customer. By commodities we mean goods su

28、ch as tin, copper , zinc and other metals or bulk foodstuffs like tea, coffee, wheat and cocoa. What distinguishes commodities is that they tend to be sold on the basis of objective descriptions , such as Brazilian coffee or Sri Lankan tea, rather than according to some brand name, though, of course

29、, the experienced buyer will be able to distinguish high and low quality goods according to their source or to a wholesaler.Wholesaling The markets we have just outlined are wholesale markets . Wholesaling involves purchasing goods in large quantities from the producer or importer and selling in sma

30、ller quantities to the retailer, or sometimes, to another wholesaler or dealer. A service is provided as the producer prefers to deal with large orders and the retailer in smaller purchases. There are ,however, other services provided by wholesaling besides this breaking bulk. Conventional wholesali

31、ng has declined in importance in recent decades. The functions of wholesaling still have to be undertaken but are now often less important than in the past and where they remain essential are often carried out by manufacturers, or, more noticeably, by retailers. The growth of large chains in retaili

32、ng has often been made possible by the incorporation of wholesaling and retailing within the one organization.Develoments in production methods, in transport and communications have all contributed to this process . When flour was sold by millers in large sacks, breaking bulk was a necessary service

33、 for small shops selling to ordinary households. Modern machines have no difficulty in packing flour in paper bags at the end of the production line. Motorway transport, the telephone and telex have brought retailer and manufacturer closer together and the wholesalers warehousing is not always essent