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1、 外文文献译文设计(论文)题目: 我国企业体育营销策略研究 专业与班级: 市场营销学 0701 班 学生姓名: 指导教师: 2010 年 12 月 24 日2Marketing (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 nee
2、ds 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 door“is not true. “They“ must need the product
3、,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 ConceptMarketing was unheard of in the early 1900s. This period can best be described as one where far more people ne
4、eded 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 l
5、aced 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 s
6、ales-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 “fit“the products the company manufactures and (2)to convince the consumer to buy. The companys goal:to“send the out
7、full and bring it back empty.“As more producers began competing for consumer dollars by making such high-demand products as automobiles,vacuum cleaners,and refrigerators,the supply of goods began to exceed the demand. Companies had to find a way to identify consumer demand. Company profits.Companies
8、 that are marketing oriented have adopted a philosophy for the firm known as the marketing concept.The marketing concept is a belief that the company should adopt a companywide consumer orientation directed at long-range profitability.It includes the belied that all efforts of the organization shoul
9、d be directed at identifying and satisfyingProduction Orientation3Companies were essentially production-oriented from the latter part of the nineteenth century to about 1920. Emphasis was placed on filling the demand for basic commodities. The typical family had little discretionary income and there
10、 was little demand for products not associated with filling those basic family requirements.Demand was usually supplied by the producers perception of what consumers needed. Product design and product line decisions were heavily influenced by manufacturing considerations.Management attention was dir
11、ected primarily toimproving production methods,increasing output,and lowering costs.Sales OrientationThe period of sales orientation covered roughly the years from 1920 to 1950.With the exception of the years of the Grat Depression ,this period was characterized by gradually rising discretionary inc
12、ome,emerging demand for products,increasing competition,and the expansion of distribution channels.Although product decisions continued to be dominated by what the manufacturing department wanted to make ,the role of sales became increasingly important. With the production department capable of tuni
13、ng out increasing quantities of goods through mass production techniques,company success began to turn on the ability of the sales force to move inventories.Market OrientationCovering the years from about 1950 to 1970 ,this period was characterized by a continuing shift in business emphasis to under
14、standing and reacting to changing markets.The dramatic rise in consumer discretionary income following World War II created demand for new products and services. The mobility provided by mass ownership of automobiles encouraged the development of suburbs, new shopping patterns, and changes in distri
15、bution methods. Markets became more segmented and more complex. Product life cycles shortened.With these conditions,production people no longer were in a position to determine accurately what would sell. Selling skills were no longer sufficient to overcome the problems created when products were not
16、 attuned to a more discriminant market demand. In order to provide a better fit between market demand and company offerings-and in order to provide for better coordination of marketing activities-companies reorganized and assigned increased responsibilities to the marketing department.Marketing took on the role of analyzing markets and interpreting the needs, and manufacturing departments. More sophisticat
