中石油职称英语课文讲稿第课3.docVIP

31.A New Definition[n.定义] of Marketing[n.营销].关于营销的新定义. 　　1.A new definition[n.定义] adopted[(adopt):v.采纳,采用] by the AMA[n.美国营销协会] in 1985 is used as a basis[n.基础] for the definition of international marketing given here: international marketing is the multinational[a.多国的,跨国的] process[过程] of planning[计划] and executing[(execute):vt.执行] the conception[观念], pricing ,promotion[n.推销]and distribution[分配] of ideas[创意],goods and services to create exchanges[交换] that satisfy[vt.满足] individual and organizational objectives[目标].Only the word multinational[a.多国的,跨国的] has been added to the definition adopted by the AMA.That word implies[(imply):v.暗示] that marketing activities are undertaken[(undertake):vt.进行;承担；从事] in several countries and that such activities should somehow[以某种方式] be coordinated[(coordinate):v.协调] across nations. 1、美国营销协会1985年采用的新定义是本文关于国际营销的定义的基础：国际营销是一种多国参与的过程，这一过程对于一些创意、产品、和服务的观念、定价、推销和分配加以规划并执行，目的在于推动交换，以实现个人和组织的目标。同美国营销协会的定义相比，此处只多了“多国”一词。该词表明，营销活动在几个国家展开。而且这些活动应该协调统一。 分析：adopt:采用，收养； adapt：调整，适应，改编； 单词：definition=定义； adopt＝采用；AMA＝美国营销协会； multinational＝多国；process＝过程；plan＝计划；execute＝执行；conception＝观念；promotion＝推销；distribution＝分配；idea＝创意； exchange＝交换；satisfy＝满足； objective＝目标； imply＝暗示； undertake＝承担； coordinate＝协调； 2.This is not completely[完全的] free of limitations[n.局限].By placing individual objectives[目标] at one end of the definition[n.定义] and organizational objectives[目标] at the other,the definition stresses[强调] a relationship between a consumer[n.消费者] and an organization.In effect,it excludes[排除] industrial[adj.实体的] marketing,which involves a transaction[n.交易] between two organizations.In the world of international marketing,governments, quasi[半的]-government agencies,and profit-seeking and nonprofit[a.非赢利的] entities[(entity):n.实体] are frequently[adv.经常地] buyers.The definition[n.定义] also fails to do justice[n.正义，公正] to the significance[n.重要性] of industrial[adj.实体的] purchases[(purchase):n.购买]. 2、这一定义不是没有缺陷，它一方面考虑个人目标，另一方面考虑组织目标，因而强调了消费者个人同组织之间的关系。这样，就排斥了实