《经济学专业英语教程（第三版下）》Unit7市场营销.ppt

Unit 7 Text: Marketing （市场营销） 1. Key words 2. Evolution of marketing 3. Principles of marketing 4. Benefits of marketing 5. Influence of marketing on consumers 6. Components of marketing 7. Questions 1. Key words 2. Evolution of marketing 2.1 Production era of marketing 2.2 Sales era of marketing 2.3 Marketing department era 2.4 Marketing company era 2.1 Production era of marketing During the initial stages of the Industrial Revolution, output was limited and marketing was devoted to the physical distribution of products. Because demand was high and competition was low, companies did not have to conduct consumer research, modify products, or otherwise adapt to consumer needs. Their goal was to increase production to keep up with demand. 2.2 Sales era of marketing Once a company was able to maximize its production capabilities, it hired a sales force to sell its inventory. At first, while the company developed its products, consumer tastes or needs received little consideration. The role of advertising and the sales force was to make the desires of consumers fit the attributes of the products being manufactured. 2.3 Marketing department era As competition grew, supply began to exceed demand. A firm could not prosper without input from marketing. A marketing department was created. It conducted consumer research and advised management on how to design, price, distribute, and promote products. Unless the firm adapted to consumer needs, competitors might be better able to satisfy consumer demand and leave it with surplus inventory. Although the marketing department participated in company decision, it remained in a subordinate or conflicting position to production, engineering, and sales departments during this period of evolution in marketing. 2.4 Marketing company era Today, the central role of marketing has been recognized by many firms, and the marketing department has become the equal of others in the company. At these firms, major decisions are made on t