31106020501xx-雷雷雷-外文翻译.docVIP

毕业论文外文翻译 课题名称： 厦门鸣人纸业营销策略研究 院 系： 专 业： 市场营销 姓 名： 学 号： 指导教师： 雷姝燕 二〇一四 年 十 月 日 外文翻译 专业：市场营销　　班级： 　作者： 　　指导老师：雷姝燕 外文原文 4ps Marketing Theory Marketing Theory produced in America in The 1960s, as The Marketing mix Theory and put forward appeared. In 1953, Neil Borden (Neil Borden) on the American Marketing associations inauguration speech created the Marketing mix (the Marketing mix) this term, its meaning is refers to the market demand more or less to some extent by the so-called Marketing variable or Marketing elements. In order to seek a certain market reaction, the enterprise to the combination of these factors effectively, to meet the market demand, to maximize the profits. Marketing mix, in fact, there are dozens of elements (borden put forward the Marketing mix of the already including 12 elements), Jerome McCarthy (McCarthy) in its Basic Marketing in 1960, 1 (Basic Marketing) will these elements generally divided into four categories: products (Product), Price (Price), channel (Place), Promotion (Promotion), known as the 4 ps. In 1967, Philip kotler in his bestseller, marketing management: analysis, planning and control, further confirmed that the first edition with a core of 4p marketing mix method: Products: pay attention to the function of development, products have unique selling point, the function of the Product demand in the first place. Price: according to the different market positioning, make different Price strategy, product pricing basis is enterprises brand strategy, pay attention to the value of the brand. Distribution: enterprise does not directly to consumers, but pay attention to the cultivation and sales dealer network, the establishment of the enterprise contact the consumer is through distributors. Promotion: enterprise pay attention to sa