市场营销学英语训练阅读材料english.pdfVIP

Marketing Management Marketing Management Exercise Exercise 2003 9 13 WHAT IS MARKETING? What dose the item “marketing” mean? Most people mistakenly think of marketing only as selling and promotion. Someone is always trying to sell something. It seems that we cannot escape death, taxes, or selling. Everyone knows about hot products to which consumers flock it droves. When Polaroid designed its Spectra(=Spectrum ) camera, when Colic first sold Cabbage Patch dolls , when Ford introduced its Taurus T car, these manufacturers were swamped with orders . They had designed the right productsnot metoo products, but ones offering new benefits. Peter Drunker( ·), a leading management thinker, put it this way: The aim of marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or service fits him and sells itself. This does not mean that selling and promotion are unimportant, but rather that they are part of a larger marketing mix, a set of marketing tool that work together to affect the marketplace. Here is our definition of marketing: Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. To explain this definition, we will look at the following core concept: needs, wants, demand, products, exchanges, transactions, and markets. The most basic concept underlying marketing is that of human needs. A human need is a state of felt deprivation() in a person. Humans