外文翻译--实践下的营销再聚焦：产品营销的角色转变.docVIP

毕业论文（设计）外文翻译 题　　目：　体验营销在　　 一、外文原文 标题：Refocusing marketing to reflect practice: The changing role of marketing for business 原文：The evolution of the marketing concept One could say that it all started with Drucker (1954). Drucker stated that: ... marketing is the unique function of business... it is the whole business seen from the customer’s point of view. Concern and responsibility for marketing must permeate all areas of the enterprise (Drucker, 1954, p. 36). In essence, this was the birth of modern marketing. Keith (1960) kicked off the early marketing revolution or the actual belief system of marketing. He documented the production and product orientation (1900-1930), the selling orientation (1930-1950), and finally the marketing orientation (1950 to present). Levitt (1960) introduced the notion of marketing myopia, which captures the very essence of the present day marketing concept. Kotler and Levy (1969) then set about broadening the marketing domain, stating that marketing is an all-pervasive activity. They suggested that the words ?product”, “consumer” and “toolkit” had to be redefined. Kotler (1972) then re-iterated the broadening debate and to this day there are still debates as to whether or not the marketing concept is applicable. Whether one finds popular marketing’s phraseology seductive, repulsive or just vacuous, one cannot deny marketing’s “out and out triumph in the marketplace of ideas” (Brown, 1995). Marketing’s expansively broadening beam (Kotler and Levy, 1969; Hunt, 1976) has closed its ample flesh around practically every idea of commercial and organisational life (Hackley, 2001). In this regard, as a superordinate principle embracing all human exchange, marketing becomes no less than a universalised synonym for organised human exchange. But have the countless definitions/arguments on the marketing concept actually helped practitioners? The broadening debate has been well documented in the literature – that is not the problem. The popular