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市场营销学 外文翻译 外文文献 英文文献 市场营销
Marketing
(From: Sun Kun of Accounting English, 2008.)
Marketing is a group of interrelated activities designed to identify
consumer needs and to develop,distribute,promote,and price goods and
services to satisfy
these needs at a profit.Whether an organization is large or
small,whether it produces a product or provides a service,its long-range
future is linked to successful markting practices.
The old saying "Build a better mousetrap and the world will beat a
path to your door"is not true. "They" must need the product,know about
it,be able to get it when and where they want it,and be able to afford
it.Marketing provides the means to make the organization successful in
the long run.
1.The Marketing Concept
Marketing was unheard of in the early 1900s. This period can best be
described as one where far more people needed consumer goods than
companies were able to manufacture.This intense demand on manufacturing
led to organizations dominated by production management. Companies had a
production orientation: where the number one priority is to produce a
good to keep up with demand. All energies and talents were laced in the
production function. Selling a good was incidental; determining consumer
needs was unheard of.
As manufacturers increased their production capabilities,the supply
of goods available increased and inventories of goods developed. An
emphasis on selling occurred. This need to sell led to a sales-dominated
company-a sales orientation,whereby the energy of the company is focused
on selling the products produced. The salespersio's job:(1)to make the
desires of the consumers "fit"the products the company manufactures and
(2)to convince the consumer to buy. The company's goal:to"send the out
full and bring it back empty."
As more producers began competing for consumer dollars by making
such high-demand products as
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