市場營銷理論外文翻譯

1、<p><b>　　文獻翻譯</b></p><p>　　Marketing theory</p><p>　　McCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business act

2、ivities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities w

3、ith the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing asso</p><p>　　Christian Grnroosto the definition and em

4、phasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the

5、 parties to achieve the purpose.</p><p>　　This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to th

6、e definition, no wonder the majority of marketers attracted universal attention. The development of marketing theory has the following four stages: </p><p>　　The first stage: start-up phase. Marketing in the

7、 late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network

8、settings. Island in Illinois and other related courses at the universities. By the "Association of American Advertising" to "National Advertising and Marketing Association of Science Teachers", to mar

9、keting research to ensure the organ</p><p>　　Phase II: Application stage. During the 20th century to the end of World War II 20 for the application stage, begun to take shape at this time, the United States

10、began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, "American Marketing Association" Marketing preach, a

11、nd in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from t</p><p>　　The third phase: the formation period of development. The 20th centur

12、y, the 50's to 80's for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significan

13、tly, while the corresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the "broad se

14、nse </p><p>　　Phase IV: the mature stage. Since the 80's for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; b. t

15、heory began to form their own system; 80 is the age of marketing revolutionary period, begun to enter the field of modern marketing, so marketing the new look.</p><p><b>　　譯文</b></p><p

16、><b>　　市場營銷理論</b></p><p>　　麥卡錫(E.J.Mccarthy)于1960年對微觀市場營銷下了定義：市場營銷是企業(yè)經(jīng)營活動的職責，它將產(chǎn)品及勞務從生產(chǎn)者直接引向消費者或使用者以便滿足顧客需求及實現(xiàn)公司利潤，同時也是一種社會經(jīng)濟活動過程，其目的在于滿足社會或人類需要，實現(xiàn)社會目標。這一定義雖比美國市場營銷協(xié)會的定義前進了一步，指出了滿足顧客需求及實現(xiàn)企業(yè)贏利成為

17、公司的經(jīng)營目標，但這兩種定義都說明，市場營銷活動是在產(chǎn)品生產(chǎn)活動結束時開始的，中間經(jīng)過一系列經(jīng)營銷售活動，當商品轉到用戶手中就結束了，因而把企業(yè)營銷活動僅局限于流通領域的狹窄范圍，而不是視為企業(yè)整個經(jīng)營銷售的全過程，即包括市場營銷調研、產(chǎn)品開發(fā)、定價、分銷廣告、宣傳報導、銷售促進、人員推銷、售后服務等。而格隆羅斯給的定義強調了營銷的目的：營銷是在一種利益之上下，通過相互交換和承諾，建立、維持、鞏固與消費者及其他參與者的關系，實現(xiàn)各方的目

18、的。</p><p>　　這個定義一直沿用至今，直到2004年夏天才被重新修訂。這次新定義是近20年來關于市場營銷定義的首次修訂，無怪乎引起了廣大營銷者的普遍重視。</p><p>　　市場營銷理論發(fā)展有以下四個階段：</p><p>　　第一階段：初創(chuàng)階段。市場營銷于19世紀末到20世界20年代在美國創(chuàng)立，源于工業(yè)的發(fā)展，這時的市場營銷所研究的范圍很窄，只是研究廣

19、告和商業(yè)網(wǎng)點的設置。并在伊利諾等洲的大學開設相關課程。并由“美國廣告協(xié)會”改為“全美廣告學與市場營銷學教員協(xié)會”，給市場營銷學的研究提供了組織保證。這時市場營銷學的研究特點是：a. 著重推銷術和廣告術，至于現(xiàn)代市場營銷的理論、概念、原則還沒有出現(xiàn)；b. 研究活動基本上局限于大學的課堂和教授的書房，還沒有得到社會和企業(yè)界的重視。</p><p>　　第二階段：應用階段。20世紀20年代至二戰(zhàn)結束為應用階段，此時初具

20、規(guī)模，美國國內企業(yè)開始大規(guī)模運用市場營銷學來運營企業(yè)，打開海外市場，歐洲國家也紛紛效仿。1931年成立“美國市場營銷協(xié)會”，宣講市場營銷學，并于1937年上述兩組織合并，廣泛吸收學術界與企業(yè)界人士參加，市場營銷學開始從大學講臺走向社會。此階段市場營銷的發(fā)展表現(xiàn)在應用上。因1929年資本主義世界爆發(fā)了空前的經(jīng)濟危機，經(jīng)濟出現(xiàn)大蕭條、大萎縮，社會購買力急劇下降，市場問題空前尖銳。危機對整個資本主義經(jīng)濟打擊很大。這個階段，市場營銷學的研究特點

21、是：a. 并沒有脫離產(chǎn)品推銷這一狹窄的概念；b. 在更深更廣的基礎上研究推銷術和廣告術；c. 研究有利于推銷的企業(yè)組織機構設置；d. 市場營銷理論研究開始走向社會，被廣大企業(yè)界所重視。</p><p>　　第三階段：形成發(fā)展時期。20世紀50年代至80年代為市場營銷學的發(fā)展階段，美國軍工經(jīng)濟開始轉向民眾經(jīng)濟，社會商品急劇增加，社會生產(chǎn)力大幅度提升，而與此相對應的居民消費水平卻沒有得到多大的提升，市場開始出現(xiàn)供過于

22、求的狀態(tài)。此時美國市場營銷學專家W.Aderson與R.Cox提出“廣義的市場營銷學，是促進生產(chǎn)者與消費者進行潛在商品或勞務交易的任何活動。”此觀點使營銷開始步入全新的階段。原先認為市場是生產(chǎn)過程的終點，現(xiàn)在認為是生產(chǎn)過程的起點；原先認為市場營銷就是推銷產(chǎn)品，現(xiàn)在認為市場營銷是通過調查了解消費者的需求和欲望，而生產(chǎn)符合消費者的需求和欲望的商品或服務，進而滿足消費者的需求和欲望；從而使市場營銷學擺脫企業(yè)框架而進入社會視野，并有明顯的管理導