市场营销管理-外文翻译

1、外文翻译原文Title: Marketing managementMaterial Source: Marketing ManagementAuthor: Philip KotlerIn fact, we can distinguish three stages through which marketing practice might pass:1. Entrepreneurial marketing: Most companies are started by individuals who visualize an opportunity and knock on every door

2、 to gain attention. Jim Koch, founder of Boston Beer Company, whose Samuel Adams beer has become a top-selling “ craft ” beer, started out in 1984 carrying bottles of Samuel Adams from bar to bar to persuade bartenders to carry it. For 10 years, he sold his beer through direct selling and grassroots

3、 public relations. Today his business pulls in nearly$200 million, making it the leader in the U.S. craft beer market.22. Formulated marketing: As small companies achieve success, they inevitably move toward more formulated marketing. Boston Beer recently began a$15 million television advertising ca

4、mpaign. 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. Coordinated marketing: Many large companies get stuck in formulated marketing, poring over the latest

5、 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 stage. Their brand and product managers need to start living with their customers and visualizing new

6、ways to add valueto 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 in this book), we will also see how creativity and passion can be used by today and tomorrow s market

7、ing managers.Marketers and ProspectsA 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 sell something to each other, both are marketers.Needs, Wants, and DemandsThe successful marketer wil

8、l try to understand the target market s needs,and demands. Needsdescribes basic humanrequirements such as food, air, water, clothing, and shelter. People also have strong needs for recreation, education, and entertainment. These needs become wants when they are directed to specific objects that migh

9、t 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 are shaped by one s society.Demands are wants for specific products backed by an ability to pay. Many people

10、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 it.However, marketers do not create needs: Needs that preexists marketers. Marketers, along with other societal

11、 influences, influence wants. Marketers might promote the idea that a Mercedes would satisfy a person nseed for social status. They do not, how-ever, create the need for social status.Product or OfferingPeople satisfy their needs and wants with products. A product is any offering that we can satisfy

12、 a need or want, such as one of the 10 basic offerings of goods,services,experi-ences,events,persons,places,properties,organizations,informati on,and ideas.A brand is an offering from a known source. A brand name such as McDonald carries many associations in the minds of people: hamburgers, fun, chi

13、ldren, fast food, golden arches. These associations make up the brand image. All companies strive to build a strong, favorable brand image.Value and SatisfactionIn terms of marketing, the product or offering will be successful if it delivers value and satisfaction to the target buyer. The buyer choo

14、ses 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 gets benefits and assumes costs, as shown in this equation.A customer choosing between two value offerings, V1and V2

15、, 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 one.Exchange and TransactionsExchange, the core of marketing, involves obtaining a desired product from someone by off

16、ering 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 to the other party.3. Each party is capable of communication and delivery. Marketing Tasks 74. Each party is free to acce

17、pt 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 the two parties can agree on terms that will leave them both better off (or at least not worse off) than before. Exchange is a

18、 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 terms. When an agreement is reached, we say that a transaction takes pla

19、ce. A transaction involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement usually a legal system exists to support and enforce compliance among of transactors.However, transactions do not require money as one of the traded values. A barter transac

20、tion, for example, involves trading goods or services for other goods or services.Note also that a transaction differs from a transfer. In a transfer, A gives a gift, a subsidy, or a charitable contribution to B but receives nothing tangible in return. Transfer behavior can also be understood throug

21、h the concept of exchange. Typically, the transfer expects something in exchange for his or her gift for example, gratitude or seeing changed behavior in the recipient. Professional fund-raisers provide benefits to donors, such as thank-you notes. Contemporary marketers have broadened the concept of

22、 marketing to include the study of transfer behavior as well as transaction behavior.Marketing consists of actions undertaken to elicit desired responses from a tar-get audience. To effecting successful exchanges,marketers analyze what each party expects from the transaction. Suppose Caterpillar, th

23、e world slargest manufacturer of earth-moving equipment, researchesthe benefits that a typical construction company wants when it buys such equipment. The items shown on the prospect want list in Figure 1-2 are not equally important and may vary from buyer to buyer. One of Caterpillar s marketing ta

24、sks is to discover the relative importance of these different wants to the buyer.As the marketer, Caterpillar also has a want list. If there is a sufficient match or overlap in the want lists, a basis for a transaction exists. Caterpillar s task is to formu-late an offer that motivates the construct

25、ion company to buy Caterpillar equipment.The construction company might, in turn, make a counter offer. This process of negotiation leads to mutually acceptable terms or a decision not to transact.Relationships and NetworksTransaction marketing is part of a larger idea called relationship marketing.

26、 Relationship marketing aims to build long-term mutually satisfying relations with key par-ties customers, suppliers, distributors in order to earn and retain their long-term preference and business.10 Effective marketers accomplish this by promising and delivering high-quality products and services

27、 at fair prices to the other parties over time. Relationship marketing builds strong economic, technical, and social ties among the parties. It cuts down on transaction costs and time. In the most successful cases, transactions move from being negotiated each time to being a matter of routine.The ul

28、timate outcome of relationship marketing is the building of a unique company asset called a marketing network. A marketing network consists of company and its supporting stake holder (customers, employees, suppliers, distributors)Scientists, and others with whom it has built mutually profitable busi

29、ness relationships. Increasingly, competition is not between companies but rather between marketing networks, with the profits going to the company that has the better network.Marketing ChannelsTo reach a target market, the marketer uses three kinds of marketing channels. Communication channels deli

30、ver messagesto and receive messagesfrom target buyers.Thenewspapers,magazines,radio,television,mail,telephone,billboards,posters,fl iers,CDs,audiotapes,andthe Internet. Beyond these, communications are conveyed by facial expressions and clothing, the look of retail stores, and many other media. Mark

31、eters are increasingly adding dialogue channels (e-mail and toll-free numbers) to counterbalance the more normal monologue channels (such as ads).The marketer uses distribution channels to display or deliver the physicalproduct or service(s) to the buyer or user. There are physical distribution chan

32、nels and service distribution channels, which include warehouses, transportation vehicles, and various trade channels such as distributors, wholesalers, and retailers. The marketer also uses selling channels to effect transactions with potential buyers. Selling channels include not only the distribu

33、tors and retailers but also the banks and insurance companies that facilitate transactions. Marketers clearly face a design problem in choosing the best mix of communication, distribution, and selling channels for their offerings.Supply ChainWhereas marketing channels connect the marketer to the tar

34、get buyers, the supply chain describes a longer channel stretching from raw materials to components to final products that are carried to final buyers. For example, for women s purses starts with hides, operations, cutting operations, manufacturing, and the marketing channels that brings products to

35、 customers. This supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is to capture a higher percentage of supply chain value.Com

36、petitionCompetition, a critical factor in marketing management, includes all of the actual and potential rival offerings and substitutes that a buyer might consider. Suppose an automobile company is planning to buy steel for its cars. The car manufacturer can buy from U.S. Steel or other U.S. or for

37、eign integrated steel mills; can go to a small plant such Marketing Tasks 9 as Nucor to buy steel at a cost savings; can buy aluminum for certain parts of the car to lighten the car s weightcan buy some engineered plastics parts instead of steel. Clearly U.S. Steel would be thinking too narrowly of

38、competition if it thought only of other integrated steel companies. In fact, U.S. Steel is more likely to be hurt in the long run by substitute products than by its immediate steel company rivals. U.S. Steel also must consider whether to make substitute materials or stick only to applications in whi

39、ch steel offers superior performance.Consumer behaviorThe field of consumer behavior studies how individuals, group, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. The major factors influencing buying behavior:Cultural fa

40、ctors. Culture is the most fundamental determinant of a person's want and behavior.Social factors. In addition to cultural factors, a consumer's behavior is influenced by such social factors as reference groups, family, and social roles and statuses.Personal factors. A buyer's decisions

41、are also influenced by personal characteristics. These include the buyer's age and stage in the life cycle, occupation, economic circumstances, lifestyle, and personality and self-concept.Psychological factors. A person's buying choices are influenced by four major psychological factors-moti

42、vation, perception, learning, and beliefs and attitudes.The buying decision processMarketers have to go beyond the various influences on buyers and develop an understanding of how consumers actually make their buying decision. Specifically, marketers must identify who makes the purchase decision, an

43、d the steps in the buying process.Buying role. We can distinguish five roles people might play in a buying decision:Initiator. A person who first suggests the idea of buying the product or service.Influencer. A person who first suggests the idea of buying the product or service.Decider. A person who

44、 decides on any component of a buying decision: whether to buy, what to buy, how to buy, or where to buy.Buyer. The person who makes the actual purchase.User. A person who consumers or uses the product or service.Consumers purchase decision process will experience in five stages: the problem underst

45、anding, information collection, alternative solutions of evaluation, and buying decision.译文标题：市场营销管理资料来源：营销管理作者：菲利普科特勒我们能把营销活动可能经过的历程分为三个阶段：1 .企业家的营销：大多数公司都是靠一些用聪明才智谋生的个人所创建的。他们在观察到一个机会后，就会去敲开每扇门以唤起注意。波士顿啤酒公司的创立者吉姆 科克(Jim Koch)推出的塞缪尔 亚当斯(Samuel Adams)牌啤酒，如今已经成为同行业中销量最好的啤酒，但在 1984 年公司创立之初，他只是带着一瓶瓶的塞缪

46、尔 亚当斯啤酒，一个酒吧一个酒吧地上门劝说吧台老板试销啤酒。将近 10 年之久， 他仍不能负担广告预算；他只是通过直接销售渠道和基层公众关系来推销自己的啤酒。今天，他的买卖已赚进了2.1 亿美元，成为该类啤酒市场的领头者。2 .惯例化的营销：随着小公司不断取得成功，他们不可避免的要转向更多的惯例化营销。波士顿啤酒公司最近花了金钱做电视广告，雇佣的几十个销售人员，也进行复杂的营销调研。它发现继续成功需要建立和管理一个有能力的营销部门。3 .协调式的营销：许多大公司陷入了惯例化的营销中，他们集中精力的去阅读最新的尼尔逊数据，浏览市场调研报告，试图最后的调节也经销商的关系和发布广告信息。但这些公司缺

47、乏了再第一阶段，即企业家阶段游击性的营销者所具备的那种创造力和热情。他们的品牌经理和生产经理需要走出办公室，和顾客生活在一起，把那些能为其顾客的生活增加价值的新方法具体化。其底线就是有效地营销能采取许多形式。在营销惯例化的一面和具有创造力的一面之间永远存在着紧张关系。惯例化的一面更容易学习，在本书中夜讲占据我们大部分的注意力。然而，在本书中你也将看到真正的创造力和热情在许多公司是如何运作的。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(态度、购买、选票、捐赠)。如果双方都在积极寻求交换，那么，我们把双方都称为营销者。需要、欲望和需求营销者必须努力理解目标市场的需要、欲望和需求。需要描

48、述了基本的人类要求。人们需要食品、空气、水、衣服和住所赖以生存。人们还强烈需要娱乐、教育和文娱生活。当人们趋向某些特定的目标以获得满足时，需要变成了欲望。 一个美国人需要食品，欲望是想要得到一个汉堡包、法国烤肉和软饮料。在毛里求斯，人们需要食品，欲望是得到芒果、大米、小扁豆和蚕豆。需要在不同社会中其形式是不同的。需求是指对有能力购买的某个具体产品的欲望。许多人都想要一辆梅赛德斯汽车；但只有极少数人能够并愿意买一辆。公司不仅要估量有多少人想要本公司的产品，更重要的是，应该了解有多少人真正愿意并且有能力购买。所以，营销者并不需要创造需要：需要存在于营销活动之前。营销者，连同社会上的其他因素，只是影

49、响了人们的欲望。营销者可能向消费者建议，一辆梅德赛斯汽车可以满足人们都社会地位的追求。然而，营销者并不创造人们对社会地位的需要。产品、供应品和品牌公司需要提出一种价值观，即一系列用来满足顾客需求的利益。无形的价值观可以为一种供应品，即产品、服务、信息和体验的组合。品牌是一种基于被仍可而形成的资产。例如，提到麦当劳这个品牌，人们就会联想到汉堡包、乐趣、孩子、快餐、金色拱门，这些就形成了品牌形象。所有公司都在为建立自己的实力强大、受消费者喜爱的品牌形象而奋斗。价值与满意如果供应品向目标顾客传递了价值和满意，那就表示成功了。顾客在不同供应品中挑选的基础是知道那个会给他们带来最大的价值。基本上价值可被

50、看做是质量、服务和价值的组合，被称为顾客价值三合一。价值随质量和服务点的提高而提高，但随着价格的增加而减少。一名顾客在两间商品中选择，这两件商品的价值分别为VI、V2。如果V1 与 V2 相比的值大于1，这名顾客会选择V1 ；如果比值小于1，他会选择V2;如果比值等于1,他会觉得两者之间没有什么差别。交换和交易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，从某人那儿取得想要东西的过程。交换的发生，必须符合五个条件：（ 1）至少要有两方。（ 2）每一方都有被对方认为有价值的东西。（ 3）每一方都能沟通信息和传送货物。（ 4）每一方都可以自由接受或拒绝对方的供应品。（ 5）每一方都认为与另

51、一方进行交易是适当的或称心如意的。交换能否真正产生，取决于买卖双方能否找到交换的条件，即交换以后双方都比交换以前好。这里，交换被描述成一个价值创造过程，即交换通常总使双方变得比交换前好。一次交易包括几个可以度量的实质内容：至少有两个有价值的事物，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，导致大家吃亏。同时，卡特彼勒公司也有一个欲望清单。卡特彼勒公司想的是把设备卖个好价钱，能及时付款和良好口碑。如果这些欲望清单所列的条件完全一致或部分一致，交易就有了基础。卡特彼勒公司的任务是提出一个报价促使建设公司购买卡特彼勒公司的设备，而建设公司则可以还价。这样一个寻求双方意见一致的过程就叫做谈判。谈判结果不是双方达成协议，就是决定不作交易。关系和网络交易营销被称为关系营销大观念的一部分。关系营销是与关键成员建立长期满意关系的实践，目的是保持他们长期的业绩和业务。营销者通过不断承诺和给