市场营销专业外文翻译市场营销.docx

市场营销专业外文翻译市场营销.docx

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市场营销专业外文翻译市场营销

外文原文

Marketing

McCarthy（E.J.Mccarthy）,in1960,alsounderthemicro-marketingdefinition:

Marketingistheresponsibilityofbusinessactivities,productsandserviceswillbedirectlyfromtheproducertowardstheconsumeroruserinordertomeetcustomerneedsandtheachievementofthecompanyprofits,butalsoaprocessofsocio-economicactivitieswiththeaimtomeetthesocialorhumanneeds,toachievesocialgoals.thisdefinitionthanintheUnitedStates,althoughthedefinitionofmarketingassociationastepforwardthatmeetcustomerneedsandrealizethecompany'soperatingprofitasagoal,buttwodefinitionsthatmarketingactivitiesareproductionactivitiesinthebeginningoftheendofthemiddleafteraseriesofbusinesssalesactivities,whenthecommoditytotheuserthehandsoftheend,theenterprisemarketingactivitiesandthereforeislimitedtothenarrowscopeofcirculation,ratherthanoperatingasabusinessforsalethroughouttheentireprocess,includingmarketingresearch,productdevelopment,pricing,distribution,advertising,publicityreports,salespromotion,marketingstaff,after-salesserviceandsoon.

ChristianGrnroostothedefinitionandemphasizedthepurposeofmarketing:

Marketingisintheinterestsofawhole,throughmutualexchangeandcommitmenttoestablish,maintain,consolidateandconsumersandotherparticipantsintherelationshipbetweenthepartiestoachievethepurpose.

thenewdefinitionof

①JiangTaiwanthroughsonginthe"lineofyourmarketingwillnotdo,"stressedthechangesinmarketing,theuseofmarketingoftheEnglishmadethefollowingdefinition:

"Whatismarketing?

"Ontheliteral,the"marketing"inEnglishis"Marketing",ifthewordissplitintoMarketingoftheMarket（themarket）anding（English-stylemethodiscarriedout）Thistwo-part,andthatmarketingcanbeused"whenthemarketisnow"toexpresstheproduct,price,promotion,accessleadtochangesinsupplyanddemandofthedelicaterelationshipbetweenthetwosides.

②2004years8months,inBoston.IntheAMA（AmericanMarketingAssociation）summerworkshoponteachingmarketing,AMAopenedanewdefinitionofmarketingontheveilinordertoupdatethepast20yearstheofficialAMAdefinitionofmarketing.Sincethen,onthenewdefinitionofmarketingintheU.S.sectormarketingtheory,practicesectorhasgeneratedconsiderablediscussion.Thepublicationofanewdefinitionofmarketingisinintegratingthetheoryfromtheglobalcommunityandthepracticeofcommunitycontributiontomanymarketersbasedontheamendmentout.

BusinessSchoolofRenninUniversityofChinaProfessorGuoGuoqingproposedthatthenewdefinitionofthecompleteexpressedas:

Marketingisanorganizationalfunction,butalsotoorganizethemselvesandtheinterestsofstakeholdersandthecreation,dissemination,forwarding,customervalue,arangeofcustomerrelationshipmanagementprocess.

Topromotere-examineandamendtheAMAontheofficialdefinitionofmarketingisoneofthemajorforcesfromtheAMA'sCEODennis•Alison.Onthemarketingofthefirsteditionoftheofficialdefinitionin1935bythepredecessorofAMA-AmericanMarketingAssociation,usedbyteachersin1948,formallyadoptedbyAMA.In1960,whenthefirsteditionoftheAMAtore-examinethedefinitionofthedecisionremainedunchanged,notanychanges.Inthisway,onthemarketingoftheoriginaldefinitionhasbeenusedfor50yearsuntil1985,whenthere-amended.Thereviseddefinitionisalsoseenonthemarkettoday,themostcommondefinitionofmarketing:

Marketingistheplanningandexecutiononthegoods,servicesandinnovativeconcepts,pricing,promotionanddistributioninordertocreateindividualandorganizationalgoalsinlinewiththeexchangeofaprocess.

Thisdefinitionhasbeeninuseeversince,untilthesummerof2004wasrevised.Thenewdefinitionisnearly20yearsonthemarketingofthefirstamendmenttothedefinition,nowonderthemajorityofmarketersattracteduniversalattention.Ofcourse,amatterofconcernisalsothestatusofAMA.Thus,byhertomakesuchamendments,naturallygiverisetoallsides.

Marketingtheory

Thedevelopmentofmarketingtheoryhasthefollowingfourstages:

Thefirststage:

start-upphase.Marketinginthelate19thcenturyto20intheUnitedStatestheworld'screationof20,duetoindustrialdevelopmentandmarketingatthistimebyaverynarrowscopeofthestudy,butresearchandcommercialadvertisingnetworksettings.IslandinIllinoisandotherrelatedcoursesattheuniversities.Bythe"AssociationofAmericanAdvertising"to"NationalAdvertisingandMarketingAssociationofScienceTeachers",tomarketingresearchtoensuretheorganization.Atthistimeofmarketingresearchischaracterizedby:

a.focusonmarketingandadvertisingtechniques,modernmarketingtheory,concepts,principleshadyettoemerge;b.Universityresearchactivitiesarebasicallyconfinedtotheclassroomandaprofessorofthestudy,andalsosocietyandthebusinesscommunitydidnotreceiveattention.

PhaseII:

Applicationstage.Duringthe20thcenturytotheendofWorldWarII20fortheapplicationstage,beguntotakeshapeatthistime,theUnitedStatesbeganlarge-scaledomesticenterprisestousemarketingtooperatebusinesses,openoverseasmarkets,Europeancountrieshavetofollow.Establishedin1931,"AmericanMarketingAssociation"Marketingpreach,andin1937mergedthetwoorganizations,academiaandthebusinesscommunitytoabsorbawiderangetojointheMarketingfromtheUniversityoftherostrumtothecommunity.Thisstageofthedevelopmentofmarketingintheapplications.Thecapitalistworldin1929duetotheoutbreakofanunprecedentedeconomiccrisis,theeconomyoftheGreatDepression,largeshrinkageinthepurchasingpowerofasharpdeclineinthecommunity,theunprecedentedsharpmarket.Thewholecapitalisteconomiccrisisdealtaseriousblow.Thisstage,marketingresearchischaracterizedby:

a.thereisnoproducttoselloutofthisnarrowconceptof;b.atadeeperstudyonthebasisofabroadermarketingandadvertisingtechnique;c.studyinfavorofsellingthebusinessorganizationset;d.beginningofthestudyofmarketingtheorytosociety,payingattentiontothegeneralbusinesscommunity.

Thethirdphase:

theformationperiodofdevelopment.The20thcentury,the50'sto80'sforthemarketingstageofdevelopment,theU.S.military-industrialeconomyhasbeguntoshiftthepubliceconomic,socialgoods,thesharpincreaseinsocialproductivityimprovedsignificantly,whilethecorrespondingconsumptionlevelofresidentshasnotbeenmuchimprovement,marketbegantoemergeinastateofoversupply.AtthispointtheU.S.marketingexpertR.CoxandW.Adersonthe"broadsenseofMarketingistopromotethepotentialproducersandconsumersofgoodsorservicesofanytransactionactivity."Thispointofviewtomakethestartintothenewmarketingstage.Previouslythatthemarketistheendoftheproductionprocess,isnowconsideredtobethestartingpointoftheproductionprocess;theoriginalthatismarketingtosellproducts,nowthatmarketingthroughtheinvestigationtounderstandtheneedsanddesiresofconsumers,andproductioninlinewithconsumerneedsanddesiresgoodsorservices,whichmeettheneedsanddesiresofconsumers;sothatfromthemarketingcompaniestoentertheframeworkofsocialvisionandaclearmanagementguidance.

PhaseIV:

thematurestage.Sincethe80'sforthemarketingofthematurestage,in:

a.associatedwithotherdisciplinessuchaseconomics,mathematics,statistics,psychology,etc.;b.theorybegantoformtheirownsystem;80istheageofmarketingrevolutionaryperiod,beguntoenterthefieldofmodernmarketing,somarketingthenewlook.

Marketingconcept

Theevolutionoftheconceptofmarketinganddevelopment,canbesummarizedintofive,namely,theproductionconcept,productconcepts,marketingconcepts,marketingconceptsandtheconceptofsocialmarketing.

（1）Theproductionoftheconceptof

Productionconceptguidingtheconductofsalesoftheconceptofoneoftheoldest.Thisconceptstemsfromthe20thcenturyduringthefirst20.Businessphilosophyisnotadeparturefromtheconsumerdemand,butproductionfromthestart.Themainperformanceis"whatIproduce,whattosell."Productionconceptthat,likeconsumerseverywherewhomightbeabletobuyandcheapproducts,enterprisesshouldaimtoupgradeproductionefficiencyanddistributionefficiency,expandproduction,reducecoststoexpandthemarket.Forexample,FortPierceUnitedStatesFlourCompany,from1869to20duringthe20thcenturyhasbeentheguidingconceptoftheuseofproductionenterprises,whenthecompanyraisedthesloganof"TheCompanyseekstocreateflour."•U.S.automagnateHenryFord,hasarrogantlydeclared:

"Nomatterwhatthecoloroftheneedsofcustomerscars,Ihaveonlyablack."Isatypicalexample.Clearly,theproductionconceptisare-production,andlightcommercialmarketingphilosophy.

Productionconceptisgeneratedbyaseller'smarketconditions.CapitalistindustrializationintheearlyandendofWorldWarIIandpost-warperiod,duetoshortageofmaterials,marketproductsinshortsupply,productionintheenterprisemanagementconceptwasquitepopular.China'splannedeconomyundertheoldsystem,duetotheshortageofmarketproducts,businessesdonotworryaboutsalesofitsproducts,industrialandcommercialenterprisesintheiroperationandmanagementconceptsarealsopursuingtheproductionofspecificperformance:

focusonthedevelopmentofindustrialenterprisesinproduction,toolittlemarketi