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1、件1：外文资料翻译译文 营销管理 本文将阐述的问题： 营销的重要性 营销学的基本知识 营销管理的演化 营销无处不在，我们周围的人或者组织所从事的事情都可以正式的或非正式的看 为营销，良好的营销成为商业成功的重要因素。营销对我们的生活也有着深刻影响，从 穿衣到网上广告，它已深入我们生活。 成功的营销绝非偶然，需要精心测算操作，各行业的营销定义都在不断变化，为 了就是增加成功率。但是优秀的营销计划很难实现，因此营销可以说是一门“艺术”和 “科学结合的学科，他既有一般模式，又需要创新 一、营销的重要性 企业的营销能力经常是其盈利的保证，如果没有充足的对于产品和服务的市场需求来 为公司创造利润，那么企
2、业的财务、运营和其他方面的努力都是白费。因此销售是企业 盈利的基础，许多企业设立了首席营销官（CMO)其地位相当于首席执行官(CEO)和首席 财务官(CFO)等于主管(C)级别的经理。从消费者市场和厂商到医疗保险行业，从非盈利 组织到工业品厂商的会发布鼓吹他们最近的营销业绩的报道，这些都能在他们的网站上 很好很快的找到。商业媒体有着数不清的关于营销方面的战略和战术方面的文章。 然而，营销也是复杂入围的工作，它也成为许多曾经的大企业的神兵利器。也多有 名声的大公司，比如西尔斯、李维斯、通用汽车、柯达和乐施等知名企业第一承认要面 对更强大的消费者和新的竞争对手，好的营销手段是制胜的法宝。因此，他们
3、不得不重 新审视各自的经营模式。甚至如微软、奥尔马、英特尔和耐克等市场领导者也承认有着 这种压力。杰克韦尔奇（通用前CEO）曾经不断的告诫他的员工：“要么变革，要么就 是失败” 要做出正确的决策绝非易事，营销经理面临着一系列的重大的决策，例如，在 新产品的设计产品特征是什么，制定怎样的价格，选择怎样的销售渠道，在广告或者销 售商那投入多少资金啊；也面临着一些更加细节话的决策，例如，新产品包装上要用什 么样的比较确切的字眼或者颜色等等。公司承受最大的风险是没有密切相关的客户已经 竞争对手，并不断的提升产品或者服务的价值；而是只以短期销售驱动对待业务；最后， 它们将不能维护股东、员工、供应商和渠道
4、合作者的利益，营销的技巧性是永无止境的。 二、营销学的基本知识 我们研究营销，就必须理解什么是营销，营销是怎样运作的，营销什么，以及谁在 营销。 (一) 什么是营销 营销的任务是辨别和满足人类社会的需要。对营销学所作的一个最简明的定义就是 “满足他人的需求且自己也能赢利”。当eBay 注意到人们不能够在当地买到他们想要的 物品时，发明了网上竞拍业务；或者，宜家（IKEA）注意到人们想以低价购买好的家具， 从而创造了可拆卸家具的业务。所有这些都证明了营销的智慧，并把社会或私人的需要 变为有利可图的商机。 美国营销协会所下的定义是：营销是一项有组织的活动，它包括创造“价值”，将 “价值”沟通输送给
5、顾客，以及维系管理公司与顾客间关系，从而使得公司及其相关者 受益的一系列过程。从事交换活动需要相当多的工作和技巧。营销管理的发生，是在一 桩潜在交易中至少额爱一方正考虑着从另一方获得所渴求反应的手段时。我们认为营销 管理作为一种艺术和科学的结合，它需要选择目标市场，通过创造、传递和传播优质的 顾客价值，获得、保持和发展顾客。 我们从社会和管理的角度对营销下定义。一个社会角度的定义表示了营销的社会作 用。曾有一位营销者认为营销的作用是“传递一种更高标准的生活”。从社会角度上看， 我们认为：营销是个人和集体通过创造，提出出售，并同别人自由交换产品和价值，以 获得其所需所欲之物的社会过程。从管理的角
6、度定义，营销经常被描述为“推销产品的 艺术”。然而，当人们得知营销最重要的内容并非推销时，不免大吃一惊；推销只不过 是营销冰山上的顶点。 可以这样说，某些推销工作总是需要的。然而，营销的目的就是要使推销成为多余。 营销的目的在于深刻地认识和了解顾客，从而使产品或服务完全适合他的需要而形成产 品自我销售。理想的营销会产生一个已经准备来购买的顾客。剩下的事就是如何便于顾 客得到这些产品或服务。 (二)营销是怎样运作的 一个人可以通过四种方式获得一个产品。第一种方式是自行生产产品或服务，如打 猎、捕鱼和摘水果；第二种方式是强取，如抢劫或盗窃；第三种方式是乞讨，如无家可 归的饿汗乞讨食物；第四种方式是
7、交换，用某些都是，如货物、服务或金钱交换他或她 期望的东西。 交换是营销学的核心概念，它是通过提供某种东西作为回报，从某人那儿取得所想 要东西的过程。交换的发生，必须符合五个条件： 至少要有两方 每一方都有被对方认为有价值的东西 每一方都能沟通信息和传送货物 每一方都可以自由接受或拒绝对方的产品 每一方都认为与另一方进行交易是适当的或称心如意的 如果双方正在进行谈判，并趋于达成协议，这就意味着他们正在进行交换。一旦达 成协议，我们就说发生了交易行为。交易是由双方之间的价值交换所构成的，A 把X 物 给予B 以换得Y。琼斯给史密斯400 美元，从而得到一台电视机。这是一种典型的货币 交易，但是，
8、在交易中并不要是把货币作为惟一的用以进行交换的价值。易货交易是双 方互换产品或服务，如琼斯律师为史密斯医生写一份遗属，而史密斯为琼斯作一次体格检查。 一次交易包括几个方面的实质内容：至少两个有价值的事物，买卖双方所同意的条 件，协议时间和协议地点。通常应建立一套法律制度来支持和强制交易双方执行。如果 没有合同法，人们可能在交易中互不信任，从而大家吃亏。 (三)营销什么 营销的对象有十大项：有形的商品、无形的服务、事件、体验、任务、地点、财产 权、组织、信息、观念。 (四)谁是营销者 1.营销者和预期顾客 营销者从被称为预期顾客的群体处寻求响应（注意力、交易、选票、捐赠）。如果 双方都在积极寻求
9、交换，那么我们把双方都称为营销者。 2.市场 “市场”这个词，传统的观念是指买方和卖方聚集在一起进行交换的实地场所。经 济学家现在则用市场来泛指对一个特定产品或某类产品进行交易的卖方和买方的集合 （房产市场或粮食市场），现代经济中充满了市场这个概念。 另一方面，营销者经常采用市场这个术语来覆盖各种各样的顾客。他们把卖方看成 行业买方则构成市场。他们谈及需求市场（如减肥产品市场），谈及产品市场（如鞋类 市场），谈及人口统计市场（如青年市场），也谈及地区市场（如法国市场）。甚至，他 们还把这个概念引申到非消费者群体，如选举者市场、劳动力市场和捐赠市场。 三、营销管理的演变 (一) 生产观念 生产观
10、念是指导卖者行为的最古老的观念之一。它认为，消费者喜爱那些可以随处 得到的、价格低廉的产品。生产导向型组织的管理层总是致力于获得高生产效率和广泛 的分销覆盖面。这种导向在中国这样的发展中国家是有意义的。那里最大的个人电脑生 产商联想和家用电器巨人海尔，通过廉价的劳动力垄断了市场。有些公司想要扩大市场 时也采用这种方式。 (二) 产品观念产品观念认为：消费者最喜欢高质量、多功能和具有某些创新特色的产品。在产品 导向型组织里，经理们总是致力于生产优质产品，并不断地改进产品，使之日臻完善。 然而，许多经理深深地迷恋上了自己的产品，以至于没有意识到他们并没有迎合市场。 营销经理陷入了“更好的捕鼠器”的
11、错误之中，幻想只要选出一个更好的捕鼠器，人们 就会踩破自家商店的门槛。一个新的或改进过的产品，如果没有价格、分销、广告和其 他功能的配合，也是不会成功的。 (三)推销观念 推销观念认为：如果任其自然的话，消费者和企业不会足量购买某一组织的产品。 因此，该组织必须主动推销和积极促销。这一观念认为，消费者通常表现出一种购买惰 性或者抗衡心理，故需用好话去劝他们多买一些。公司可以利用一系列有效的推销和促 销工具去刺激他们大量购买。推销观念可以用可口可乐的前营销副总裁赛尔西奥齐曼的话来概括：营销就是销售更多的商品给更多德人以获得更多的收入，从而赢得更多的利润。推销观念被大量用于推销那些非渴求商品。所谓
12、非渴求商品，就是指购买者一般不 会想到要去购买的商品，例如保险、百科全书和坟地。在产品过剩时，大多数公司也常 常奉行推销观念。它们的近期目标是销售其能够生产的东西，而不是生产市场所需的产品。然而，建立在强化推销基础上的营销有着高度的风险。这种做法的假定是：听了几 句好话就去购买的顾客，会喜欢这种产品，如果不喜欢，他们也不会退货或说产品的坏 话；他们会忘记自己对产品并不满意，而又去买这个产品。 (四)营销观念 营销概念出现于20 世纪50 年代中期，它对以前的观念提出了挑战，与以产品为中 心以及“织造和销售”哲学不同，我们转到以顾客为中心以及“感觉和响应”哲学。营 销用“耕种”代替了“猎取”。如
13、今的工作部再是为产品找到合适的顾客，而是为顾客 设计适合的产品。营销观念认为，实现组织诸目标的关键在于正确确定目标市长的需要 和欲望，并且比竞争对手更有效地向目标市场创造、传递、沟通优越的顾客价值。营销 观念又包括： (五)全面营销观念 全面营销观念的基础是发展、设计和执行营销计划、过程及活动，它们在这些领域 中各自具有宽广度且互相依赖。全面营销理论认为营销应贯穿于“事情的各个方面”， 而且要有广阔的、统一的视野。全面营销涉及四各方面：关系营销、整合营销、内部营 销和社会责任营销。 附件2：外文原文（复印件） Marketing Management This article will add
14、ress the following issues: the importance of marketing Basic knowledge of marketing Evolution of Marketing Management Marketing really is everywhere around us German people or organizations engaged in the most formal or informal activities can be counted as marketing, good marketing is increasingly
15、becoming an important factor in business success. Marketing on our daily lives with a profound impact, from the wearing of clothing to the Internet by clicking the ads, it has been rooted in our daily lives. Successful marketing is not accidental, requires sophisticated planning and operations. The
16、definition of marketing all walks of life are constantly changing in order to increase their success rate. But good marketing plan is small and difficult to achieve. Marketing is an art and science with the subject, it has both the practice of the model, they need creative inspiration. First, the im
17、portance of marketing Marketing capabilities are often the profit guarantee. If there is no sufficient market for products and services to create demand for the company profits, then the companys financial, operational, accounting and other efforts are just water, Jing Zhonghua. Because sales are th
18、e basis of profitability, many companies set up a chief marketing officer (CMO), the position equivalent to chief executive officer (CEO) and Chief Financial Officer (CFO) and other authorities (C) level managers. From consumer goods companies to medical insurance companies, industrial companies fro
19、m the non-profit organization to advocate will release results of their recent marketing reports, which can be found on their website. Commercial media has numerous marketing strategies and tactics on the article. However, marketing is also a complex and delicate work, it has also become big busines
20、s in many of the once-great Achilles heel. Many large companies such as Sears, Levis, General Motors, Kodak and Xerox and other well-known companies have recognized the face of more powerful to consumers and new competitors. Therefore, they had to re-examine their business model. Even as Microsoft,
21、Ao Erma, Intel and Nike have acknowledged market leader in this kind of pressure.Jack Welch (former CEO of General Electric Company) has constantly warned his staff: Either change, or fail. To make the right decisions is not easy, marketing manager faces a number of major decisions, for example, in
22、new product design features is what kinds of products, how to develop the price, choose what kind of sales channels, advertising, or how much money sellers ; also faced with some more details of the decision-making, for example, new product packaging what the exact wording or color. Companies bear t
23、he biggest risk is not pay close attention to their customers and competitors, and continue to enhance the value of their products; but only to treat short-term sales-driven business; Finally, they will not safeguard shareholders, employees, suppliers and channel partners interests, the skills of ma
24、rketing are endless. Second, the basic knowledge of marketing We have studied marketing, we must understand what is marketing, marketing is how it works, what marketing and who is marketing. First, what is marketing Marketing task is to identify and meet the needs of human society. Made for marketin
25、g one of the most concise definition is to meet the needs of others and I could be profitable. EBay notice when people can not buy what they want in local goods, the invention of online auction business; or IKEA (IKEA) noted that people want to buy good furniture at low prices, thereby creating a re
26、movable furniture business . All of these have proved the wisdom of marketing, and to the needs of the community or into a profitable private business. American Marketing Associations definition is: Marketing is an organized activity, which includes the creation of value, the value communication to
27、the customer delivery, and management company to maintain the relationship with the customer, making the company and its stakeholders benefit from a series of processes. Engage in exchange activities require a lot of work and skills. The occurrence of Marketing Management, is a potential trading vol
28、ume of at least love one is considering a response from the other party of the desire for the means. We believe that marketing and management as a combination of art and science, it needs to select the target market, through the creation, transfer and dissemination of high-quality customer value, to
29、 obtain, maintain and develop customers. We manage from the perspective of society and the definition of marketing. Definition of a social point of view that the social role of marketing. Who had a marketing role that marketing is to pass a higher standard of living. From a social point of view, we
30、believe that: Marketing is through the creation of individual and collective, made the sale, and with others and value the free exchange of products, is seeking to get the things they need the social process. Defined from a management point of view, marketing is often described as the art of selling
31、 products. However, when it became known that the most important elements of marketing is not selling, they would surprise; marketing is just marketing tip of the vertex. Can be said that some of the marketing efforts are always needed. However, the purpose of marketing is to make selling superfluou
32、s. The purpose of marketing a deep knowledge and understanding of the customer, so that the product or service perfectly suited to his needs and the formation of self-selling product. Marketing will have a perfect ready to buy customers. The remaining thing is how to facilitate the customers to get
33、these products or services. Second, marketing is how it works Four ways a person can obtain a product. The first way is self-produced products or services, such as hunting, fishing and fruit picking; The second way is to take strong, such as robbery or theft; The third way is to beg, as homeless, hu
34、ngry, begging food Khan ; The fourth way is to exchange, some are used, such as goods, services or money exchange for his or her expectations of things. Exchange is the core concept of marketing, it is by offering something in return from someone there get the things you want to process. Exchange oc
35、curs, must meet five conditions: at least two parties Each side has to be other things of value that Each party can communicate information and transfer of goods Each party is free to accept or reject each others products each party transactions with the other party that is appropriate or desirable
36、If the parties are conducting negotiations, and tends to reach an agreement, which means that they are doing the exchange. Once agreed, we say that a transaction occurred. Transaction is the exchange value between the two posed, A to X in exchange for things to give B Y. Jones to Smith $ 400 to get
37、a TV. This is a typical currency trading, however, if the transaction is not only for the currency exchange as the value. Barter trade between the two sides exchange the product or service, such as the Jones lawyers to Dr. Smith wrote a survivor, and Smith to Jones for a physical examination. 待添加的隐藏
38、文字内容1Several aspects of a transaction, including the substance: at least two things of value, buyers and sellers of the agreed terms, the agreement time and place of agreement. Normally should establish a legal system to support both the implementation and enforcement of the transaction. If there is
39、 no contract law, people may distrust in the transaction, which we suffer. Third, what marketing Ten items of marketing objects: tangible goods, intangible services, events, experiences, places, property rights, organization, information, ideas. Fourth, marketers who 1, marketing and customer expect
40、ations Marketers from the group known as the place to find the expected customer response (attention, trading, votes, donations). If both sides are actively seeking the exchange, then we both called marketers. 2, the market Market the word, the traditional concept means that buyers and sellers toget
41、her for the exchange of field sites. Economists now use the market to refer to a specific product or class of products the seller and the buyer of the transaction set (the housing market or food market), the modern market economy, full of the concept. On the other hand, marketers often use the term
42、market to cover a wide range of customers. They constitute the seller as a trade buyers market. They talk about market demand (such as weight-loss product market), talked about the market (such as footwear market), talked about the demographic market (such as the youth market), also touched on regio
43、nal markets (such as the French market). Even, they even extended the concept to non-consumer groups, such as elections were the market, labor market and donate the market. 3, the main customer markets There are four major customer markets: mass market, business market, the global market and non-pro
44、fit market. Consumer market, such as soft drinks, cosmetics, sports shoes and equipment, airline tickets and other mass consumer goods and services to businesses, take advantage of a lot of time to build brand image. Most brands rely mainly on the strength of the establishment of a high quality prod
45、uct development, packaging it, and to ensure its applicability, and to continue the communication and reliable services to support it. Enterprise business market to sell products and services the company is facing is well-trained, well-informed professional buyers, where they offer a competitive eva
46、luation of very knowledgeable. Corporate buyers to purchase goods in order to enable them to be woven or resale to others. Their purpose is to purchase profitable. Marketing services for the enterprise must explain how their products can help enterprise customers get more profit or lower cost. Altho
47、ugh a role in advertising, but more decisive factor is: sales force, price, reliability and product quality in the companys reputation. Global markets in the global market to sell goods and services companies face more choices and challenges. They must make a decision: to enter the country, how to e
48、nter (as exporters, or franchise, joint venture partner, and about individual manufacturer or the manufacturer); how to adjust the characteristics of goods and services to suit each countrys needs; how different countries in product pricing; how to make publicity for their cultural habits of each co
49、untry. Make these decisions to face the different legal systems, different approach to negotiations, as well as how to purchase, possess, dispose of property rights to the different requirements they have to face a different language, national political orientation, fluctuations in currency values. Non-profit and government markets to sell goods such as churches, uni
