Modern marketing is very intense and competitive.docx

1、Modern marketing is very intense and competitive一Modern marketing is very intense and competitive, often targeting specific audiences such as young people or housewives. Everyone says their products and services are either the best or the least expensive. Of course this cannot always be true, but wi

2、th the huge variety of items now on the market its rarely easy to decide. Some people dislike modern shopping just because of this, and still prefer to shop near home despite the limited variety and higher prices. Others actually enjoy haggling or looking for expert craftsmanship. These are some of

3、the reasons why small convenience stores are so popular and street vendors or small shops can still survive, alongside the small “mom and pop” restaurants which some people still prefer to McDonalds or KFC. The modern flea market is also a place where one can get some of the cultural flavor of the t

4、raditional bazaar, though the merchandise is rarely new. The quality of used merchandise may be better at consignment (寄售，托销) shops where vendors sell used items on behalf of many individuals.Consumers who insist on legal protection should shop at well-established stores, which are directly accounta

5、ble for the quality of their merchandise and tend to provide better service. Most of the large stores also permit payment by check or by credit card. But people who like convenience now have additional options. They may shop by mail or phone from catalogues or TV ads, and they may even shop by compu

6、ter from ads on websites. Many people have national or international credit cards to make these types of shopping easier, or to use while traveling to avoid the need to carry cash or travelers checks现代营销是非常激烈的竞争，往往针对特定的受众，如青年人或家庭主妇。每个人都说他们的产品和服务是最好的或最便宜。当然这不能永远是正确的，但随着各种各样的项目现在市场上它很少容易决定。一些人不喜欢现代购物，

7、因为这样，还是宁愿店附近的家尽管有限的品种和价格高。实际上是别人喜欢讨价还价，或找专家工艺。这些都是一些原因为何如此受欢迎的小便利店和街头摊贩或小商店依然可以存活，旁边的小妈妈和流行”餐馆，一些人还是喜欢麦当劳或肯德基。现代跳蚤市场也是一个地方，一个可以得到一些文化传统气息的商场，虽然很少新商品。使用商品的质量会更好地在寄售（寄售，托销）店摊贩出售二手物品代表了很多人。消费者谁坚持法律保护应该在既定的商店，这是直接负责的质量的商品，往往以提供更好的服务。大多数大型商店还允许支付的支票或信用卡。但是那些喜欢方便现在有更多的选择。他们可以通过邮件或电话购物目录或电视广告，他们甚至会用电脑从商店网站

8、的广告。很多人有国家或国际信用卡，使这些类型的购物或旅行时使用，以避免需要携带现金或旅行支票二To understand the marketing concept, it is only necessary to understand the difference between marketing and selling. Not too many years ago, most industries concentrated primarily on the efficient production of goods, and then relied on persuasive sale

9、smanship to move as much of these goods as possible. Such production and selling focuses on the needs of the seller to produce goods and then convert them into money. Marketing, on the other hand, focuses on the wants of consumers. It begins with first analyzing the preferences and demands of consum

10、ers and then producing goods that will satisf them. This eye-on-the-consumer approach is known as the marketing concept, which simply means that instead of trying to sell whatever is easiest to produce or buy for resale, the makers and dealers first endeavor to find out what the consumer wants to bu

11、y and then go about making it available for purchase.This concept does not imply that business is benevolent(慈善的)or that consumer satisfaction is given priority over profit in a company. There are always two sides to every business transaction - the firm and the customer -and each must be satisfied

12、before trade occurs. Successful merchants and producers, however, recognize that the surest route to profit is through understanding and catering to customers. A striking example of the importance of catering to the consumer presented itself in mid-1985, when Coca Cola changed the flavor of its drin

13、k. The non-acceptance of the new flavor by a significant portion of the public brought about a prompt restoration of the Classic Coke, which was then marketed alongside the new. King Customer ruled!理解市场营销的概念，它是只需要了解市场营销与销售之间的区别。不久前，大多数行业主要集中在商品生产的效率，并依靠“有说服力的销售“移动将商品尽快。这样的生产和销售的重点是需要卖方生产商品和其转换成金钱。营销

14、，另一方面，侧重于消费者需求。它首先分析消费者的爱好和需求，生产商品来对他们。这种关注消费者的方法是众所周知的营销理念，它只是意味着，而不是试图卖什么是最容易产生或购买转售，制造商和经销商第一次努力找出消费者想买什么，然后再使其可以买到。这个概念并不意味着企业慈善（慈善的）或消费者满意是优先于公司的利润。总是有两面每一个商业交易公司与客户和每一个前必须满足的贸易发生。成功的商人和制造商，然而，认识到可靠的利润的途径是理解并满足顾客。一个突出的例子的重要性，迎合消费者提出本身在中期1985年，当可口可乐变了味的饮料。不接受新口味的很大一部分公众带来迅速恢复经典可口可乐，这是当时销售与新的。客户王

15、统治！三If women are mercilessly exploited year after year, they have only themselves to blame. Because they tremble at the thought of being seen in public in clothes that are out of fashion, they are always taken advantage of by the designers and the big stores. Clothes which have been worn only a few

16、times have to be put aside because of the change of fashion. When you come to think of it, only a woman is capable of standing in front of a wardrobe packed full of clothes and announcing sadly that she has nothing to wear.Changing fashions are nothing more than the intentional creation of waste. Ma

17、ny women spend vast sums of money each year to replace clothes that have hardly been worn. Women who cannot afford to throw away clothing in this way, waste hours of their time altering the dresses they have. Skirts are lengthened or shortened; neck-lines are lowered or raised, and soon. No one can

18、claim that the fashion industry contributes anything really important to society. Fashion designers are rarely concerned with vital things like warmth ,comfort and durability. They are only interested in outward appearance and they take advantage of the fact that women will put up with any amount of

19、 discomfort, as long as they look right. There can hardly be a man who hasnt at some time in his life smiled at the sight of a woman shaking in a thin dress on a winter day, or delicately picking her way through deep snow in high-heeled shoes.When comparing men and women in the matter of fashion, th

20、e conclusions to be drawn are obvious. Do the constantly changing fashions of womens clothes, one wonders, reflect basic qualities of inconstancy and instability Men are too clever to let themselves be cheated by fashion designers. Do their unchanging styles of dress reflect basic qualities of stabi

21、lity and reliability That is for you to decide.如果女人们被无情的剥削，年复一年，他们只能怪自己。因为她们想到自己在公众场合穿着过时的衣服，他们总是被设计师和大商店。衣服仅仅穿了几次被放在一边，因为时尚变了。当你想到它，仅仅一个女人能够站在一个装满衣服的衣柜和悲伤地宣布她没有衣服穿。时尚的改变只不过是蓄意制造垃圾。许多女人每年花费大量的金钱来替换那些几乎没有穿过的衣服。女人不能抛弃这些衣服，浪费她们的时间来修改她们的衣服。裙子被加长或缩短；领圈被拉低或抬高，并很快。没有人可以宣称时装业对社会做出了重要贡献。时装设计师很少关心切身的事情一样温暖，舒适

22、性和耐久性。他们只关心外表，他们利用了妇女会忍受任何程度的不适，只要看看他们的权利。没有一个男人没有在一生中的某个时候笑的发抖的女人冬天穿着单薄的衣服，或小心翼翼地采摘，她用高跟鞋在雪地里行走。当比较男性和女性的时尚，结论是显而易见的。做不断的改变时尚女人的衣服，一个奇迹，反映了易变性和不稳定性的男人是太聪明，让他们自己被时装设计师。不衣服款式反映基本品质的稳定性和可靠性，由你来决定四Some consumer researchers distinguish between so-called rational motives and emotional （or non-rational） m

23、otives. In a marketing context, the term rationality implies that the consumer selects goals based on totally objective criteria, such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria （the desire for individualit

24、y, pride, fear, affection and status）. The assumption underlying this distinction is that subjective or emotional criteria do not maximize utility or satisfaction. However, it is reasonable to assume that consumers always attempt to select alternatives that, in their view, are to maximize satisfacti

25、on. Obviously, the assessment of satisfaction is a very personal process, based upon the individuals own need structure as well as on past behavioral, social, and learning experiences. What may appear as irrational to an outside observer may be perfectly rational within the context of the consumers

26、own psychological field. For example, a product purchased to enhance ones self-image （such as a fragrance） is a perfectly rational form of consumer behavior. If the behavior did not appear rational to the person who undertakes it at the time that it is undertaken, obviously he or she would not do it

27、. Therefore the distinction between rational and emotional motives does not appear to be warranted. Indeed, some researchers go so far as to suggest that emphasis on needs obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously to maximize t

28、heir gains and minimize their losses; that they act not from subconscious drives but from rational preferences, or what they perceive to be in their own best interests. Marketers who agree with this view are reluctant to spend either time or money to uncover subconscious buyer motives. Instead, they

29、 try to identify problems that consumers experience with products then on the market. For example, instead of trying to identify any special needs that consumers may have for dog food, the marketer will try to discover any problems that consumers are experiencing with existing brands of dog food. If

30、 the marketer discovers that many dog foods leave an unpleasant odor in the refrigerator, he or she can develop a new product that solves this consumer problem and then run advertisements that announce to dog owners that the new product does not impart unpleasant odors. Thus, rather than address con

31、sumers expressed needs, such marketers attempt to discover and solve consumers problems and thereby achieve market success一些研究消费者区分所谓的理性动机和情感（或非理性的）动机。在市场营销方面，长期理性意味着消费者选择目标根据客观标准，如大小，重量，价格，或每加仑英里。情感动机隐含目标根据个人或主观标准（渴望个性，骄傲，恐惧，情感和状态）。假设这个区别是主观或情绪的标准没有效用最大化或满意。然而，这是合理的假设，消费者总是选择的替代品，在他们看来，是最大限度的满足。显然，

32、评估满意是一个非常个人的过程中，根据个人的需要结构以及过去的行为，社会，和学习经验。什么会出现不合理的旁观者可能是完全合理的范围内，消费者的心理场。例如，购买的产品，提高人的自我形象（如香）是完全理性的消费者行为。如果行为似乎没有合理的人谁承担它的时候，它是进行，显然他或她不会做。因此，之间的区别，理性和情感动机不似乎是有道理的。事实上，一些研究人员去到目前为止的建议，强调“需要”掩盖了理性，或意识，性质大多数消费者动机。他们声称，消费者自觉行为的收益最大化和减少损失；他们的行为没有从潜意识驱动器，但从理性的偏好，或他们认为在自己的最佳利益。营销人同意这个观点是不愿意花费时间或金钱的买方发现潜

33、意识动机。相反，他们试图找出问题，消费者体验的产品在市场上。例如，而不是试图找出任何特殊需要，消费者可能有狗食品，营销者会发现任何问题，消费者体验与现有品牌的狗食品。如果营销人员发现，许多狗食品留下不愉快的气味在冰箱中，他或她可以开发新的产品，解决了这个问题，那么消费者广告发布的狗主，新产品不传授的不愉快的气味。因此，而不是解决消费者的表达的需要，这样的营销人员试图发现和解决消费者的问题，从而取得市场成功五Shopping habits in the United States have changed greatly in the last quarter of the 20th century. Early in the 1900s most