市场营销学 外文翻译 外文文献 英文文献 市场营销.doc

PAGE 10 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 dooris 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 salespersios job:(1)to make the desires of the consumers fitthe products the company manufactures and (2)to convince the consumer to buy. The companys goal:tosend the out full and bring it back empty. As more producers began competing for consumer dollars by making such hig