《精》市场营销 双语.docVIP

Chapter 1 The Scope and Challenge of International Marketing 第一章国际市场营销学的范围和挑战 1. Marketing Marketing: the process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizational needs and objectives. 营销是个人和集体通过创造，提供出售，并同他人交换产品和价值，已获得其所需所欲之物的一种社会和管理过程。 Marketing and sales Marketing is the process of seeking to uncover consumers’ requirements and adopting the information to product’ distribution and promotion. Sale is to sell what that has already been produced to customers without thinking of the customers’ needs and wants. 2. Basic elements of the marketing concept ⑴Needs: is a state of deprivation of some basic satisfaction. 需求是指没有得到某些基本满足的感受状态。 Physical needs for food, clothing, warmth Social needs for belonging, respect and affection Individual needs for knowledge and self-expression (2)Wants: are devices for specific items that can satisfy those needs. 欲望是指对具体满足物的愿望。 Wants are shaped by one’s society and are described in terms of objects that will satisfy needs. (3)Demands: are human wants backed by buying power. 需求是指对有能力购买并且愿意购买的某个具体产品的欲望。 Buying power（购买力）：有支付能力的收入水平。 (4)Products: are anything that can be offered to an individual to satisfy a need or want. 产品是任何能用以满足人类某种需要或欲望的东西。 Products cover both intangible and tangible products. 产品包括有形产品和无形产品，即实体商品、服务和创意。例如一家快餐店供应商品（汉堡包和饮料），服务（销售过程、烹调、安排座位）和创意（节省时间）。 产品实体是服务的外壳，人们不是为了产品的实体而买产品。营销者的任务是推销产品实体中所包含的利益或服务，而不能仅限于描述产品的形貌。如果推销员把注意力集中在产品上而不是顾客需要上，这就被称为患了营销近视症。 (5)Consumer value: is the difference between the values the consumer gains from owning and using a product and the costs of obtaining the product. 顾客价值是指顾客从拥有和使用某产品中获得的价值与为取得该产品所付出的成本之差。 (6)Consumer satisfaction: is the extent to which a product’s perceived performance matches a buyer’s expectations. 顾客满意取决于消费者所理解的一件产品的效能与其期望值进行的比较。 (7)Markets ①Market is the place where buyers and sellers gathered