第一章认识巿场营销活动.docVIP

第一章 认识市场营销活动 What Is Marketing 【学习目标】 1. 市场的概念及市场分类； 2. 市场营销的核心概念； 3. 市场营销观念的演进。 Learning Objectives 1. Concept and types of markets; 2. Core concepts of marketing; 3. Evolution of marketing concepts. 市场营销不是企业经营活动的某一方面，它始于产品生产之前，并一直延续到产品售出以后，贯穿于企业经营活动的全过程。它是企业在占领市场、扩大销售、实现预期目标的过程中所进行的一系列商务活动。企业的成功并不是取决于生产而是取决于顾客，因此，树立现代市场营销观念、正确认识市场营销活动是成功开展营销活动的前提和基础。 Marketing is not an aspect of business activities. It begins before production and extends to after-sales, which is a whole process of business operations. Marketing is a series of business activities in the process of occupying market, expanding sales, and achieving objectives. An enterprise’s success does not depend on production but on the customer, therefore, correct understanding of marketing concepts and marketing campaigns is the basis of successful implementation of marketing activities. 第一节　市场与市场营销概述 An Overview of Market and Marketing 一、市场Market (一)市场的概念Concept of Market 市场是社会生产分工、商品生产与商品交换的产物，属商品经济的范畴。哪里存在商品交换，哪里就有市场。市场的含义是随着商品经济的发展而不断延伸的。 Market is the result of social production division, commodity production and commodities exchange. It belongs to the scope of commodity economy. Where there exists commodity exchange, there is market. The meaning of market extends with the development of commodity economy. 美国著名营销学家菲利普·科特勒认为；“市场是指某种产品的实际购买者和潜在购买者的集合。这些购买者有某种欲望或需要，并且能够通过交换得到满足。因而，市场规模取决于具有这种需要及支付能力、并且愿意进行交换的人的数量。” Philip Kotler, the famous American marketing expert, believes that the market is a collection of actual and potential buyers of certain products. These buyers have certain desire or needs, which can be met through exchange. Thus, market scale depends on the number of people who have the needs and payment abilities and are willing to be engaged in the trade. 市场是人口、购买力、购买欲望三要素的集合体。 Market is an aggregate of population, purchasing power and purchasing desire. 其中，人口指的是对产品有现实和潜在需要的人，是构成市场的最基本的要素。购买力是顾客支付货币、购买商品或服务的能力。购买力是构成市场的重要因素，有支付能力的需求才促成有意义的市场。购买欲望是顾客购买商品的动机、愿望或要求，是顾客把潜在购买力变成现实购买力的重要条件。市场的三个要素