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1、市场营销管理-外文翻译 外文翻译原文 Title: Marketing management Material Source: Marketing Management Author: Philip Kotler In fact, we can distinguish three stages through which marketing practice might pass: 1. Entrepreneurial marke 2. Formulated marketing: As small companies achieve success, they inevitably move
2、toward more formulated marketing. Boston Beer recently began a$15 million television advertising campaign. The company now employs more that 175 salespeople and has a marketing department that carries on market research, adopting some of the tools used in professionally run marketing companies. 3. C
3、oordinated marketing: Many large companies get stuck in formulated marketing, poring over the latest ratings, scanning research reports, trying to fine-tune dealer relations and advertising messages. These companies lack the creativity and passion of the guerrilla marketers in the entrepreneurial st
4、age. Their brand and product managers need to start living with their customers and visualizing new ways to add value to their customers lives. The bottom line is that effective marketing can take many forms. Although it is easier to study the formulated side which will occupy most of our attention
5、in this book, we will also see how creativity and passion can be used by today and tomorrows marketing managers. Marketers and Prospects A marketer is someone who is seeking a response attention, a purchase, a vote, a donation from another party, called the prospect. If two parties are seeking to se
6、ll something to each other, both are marketers. Needs, Wants, and Demands The successful marketer will try to understand the target markets needs, wants, and demands. Needs describes basic human requirements such as food, air, water, clothing, and shelter. People also have strong needs for recreatio
7、n, education, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but wants a hamburger, French fries, and a soft drink. A person in Mauritius needs food but wants a mango, rice, lentils, and beans. Clearly, wants
8、 are shaped by ones society. Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; only a few are able and willing to buy one. Companies must measure not only how many people want their product, but also how many would actually be willing and able to buy i
9、t. However, marketers do not create needs: Needs that preexists marketers. Marketers, along with other societal influences, influence wants. Marketers might promote the idea that a Mercedes would satisfy a persons need for social status. They do not, how-ever, create the need for social status. Prod
10、uct or Offering People satisfy their needs and wants with products. A product is any offering that we can satisfy a need or want, such as one of the 10 basic offerings of goods,services,experi-ences,events,persons,places,properties,organizations,information,and ideas. A brand is an offering from a k
11、nown source. A brand name such as McDonalds carries many associations in the minds of people: hamburgers, fun, children, fast food, golden arches. These associations make up the brand image. All companies strive to build a strong, favorable brand image. Value and Satisfaction In terms of marketing,
12、the product or offering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. We define value as a ratio between what the customer gets and what he gives. The customer
13、gets benefits and assumes costs, as shown in this equation. A customer choosing between two value offerings, V1and V2, will examine the ratio V1/V2.She will favor V1 if the ratio is larger than one; she will favor V2 if the ratio is smaller than one; and she will be indifferent if the ratio equals o
14、ne. Exchange and Transactions Exchange, the core of marketing, involves obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied: 1. There are at least two parties. 2. Each party has something that might be of value
15、to the other party. 3. Each party is capable of communication and delivery. Marketing Tasks 7 4. Each party is free to accept or reject the exchange offer. 5. Each party believes it is appropriate or desirable to deal with the other party. Whether exchange actually takes place depends upon whether t
16、he two parties can agree on terms that will leave them both better off or at least not worse off than before. Exchange is a value-creating process because it normally leaves both parties better off. Note that exchange is a process rather than an event. Two parties are engaged in exchange if they are negotiating?trying to arrive at mutually agreeable
