市场营销外文文献

McCarthy (EJMccarthy) (in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, 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 with the aim to meet the social or human needs, to achieve social goals. ( "the basis of marketing", paragraph 1, 9). this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on.Gronlund to the definition and emphasized 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 parties to achieve the purpose.[Edit this paragraph] 2, the new definition of①Jiang T aiwan through song in the "line of your marketing will not do," stressed the changes in marketing, the use of marketing Marketing of the English made the following definition: "What is marketing?" On the literal, the "marketing" in English is " Marketing ", if the word is split into Marketing of the Market (the market) and ing (English-style method is carried out) This two-part, and that marketing can be used" when the market is now "to express the product, price, promotion, access lead to changes in supply and demand of the delicate relationship between the two sides.② 2004 years 8 months, in Boston. In the AMA (American Marketing Association) summer workshop on teaching marketing, AMA opened a new definition of marketing on the veil in order to update the past 20 years the official AMA definition of marketing. Since then, on the new definition of marketing in the U.S. sector marketing theory, practice sector has generated considerable discussion. The publication of a new definition of marketing is in integrating the theory from the global community and the practice of community contribution to many marketers based on the amendment out.Business School of Renmin University of China Professor Guo Guoqing proposed that the new definition of the complete expressed as:Marketing is an organizational function, but also to organize themselves and the interests of stakeholders and the creation, dissemination, forwarding, customer value, a range of customer relationship management process.To promote re-examine and amend the AMA on the official definition of marketing is one ofthe major forces from the AMA's CEO Dennis • Alison. On the marketing of the first edition of the official definition in 1935 by the predecessor of AMA - American Marketing Association, used by teachers in 1948, formally adopted by AMA. In 1960, when the first edition of the AMA to re-examine the definition of the decision remained unchanged, not any changes. In this way, on the marketing of the original definition has been used for 50 years until 1985, when the re-amended. The revised definition is also seen on the market today, the most common definition of marketing:Marketing is the planning and execution on the goods, services and innovative concepts, pricing, promotion and distribution in order to create individual and organizational goals in line with the exchange of a process.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 the definition, no wonder the majority of marketers attracted universal attention. Of course, a matter of concern is also the status of AMA. Thus, by her to make such amendments, naturally give rise to all sides.[Edit this paragraph] 3, marketing theoryThe development of marketing theory has the following four stages:The first stage: start-up phase. Marketing in the 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 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 marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.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 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, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell out of this narrow concept of; b. at a deeper study on the basis of abroader marketing and advertising technique; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.The third phase: the formation period of development. The 20th century, 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 significantly, 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 sense of Marketing is to promote the potential producers and consumers of goods or services of any transaction activity." This point of view to make the start into the new marketing stage. Previously that the market is the end of the production process, is now considered to be the starting point of the production process; the original that is marketing to sell products, now that marketing through the investigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers; so that from the marketing companies to enter the framework of social vision and a clear management guidance.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. theory 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.[Edit this paragraph] 4, marketing conceptThe evolution of the concept of marketing and development, can be summarized into five, namely, the production concept, product concepts, marketing concepts, marketing concepts and the concept of social marketing.(1) the production of the concept ofProduction concept guiding the conduct of sales of the concept of one of the oldest. This concept stems from the 20th century during the first 20. Business philosophy is not a departure from the consumer demand, but production from the start. The main performance is "what I produce, what to sell." Production concept that, like consumers everywhere who might be able to buy and cheap products, enterprises should aim to upgrade production efficiency and distribution efficiency, expand production, reduce costs to expand the market. For example, Fort Pierce United States flour company, from 1869 to 20 during the 20th century has been the guiding concept of the use of production enterprises, when the company raised the slogan of "The Company seeks to create flour." • U.S. auto magnate Henry Ford, has arrogantly declared: "No matter what the color of the needs of customers cars, I have only a black." Is a typical example. Clearly, the production concept is a re-production, and light commercial marketing philosophy.Production concept is generated by a seller's market conditions. Capitalist industrializationin the early and end of World War II and post-war period, due to shortage of materials, market products in short supply, production in the enterprise management concept was quite popular. China's planned economy under the old system, due to the shortage of market products, businesses do not worry about sales of its products, industrial and commercial enterprises in their operation and management concepts are also pursuing the production of specific performance: focus on the development of industrial enterprises in production, too little marketing, the implementation of a production; business enterprises focus on sourcing efforts, what the acquisition of industrial production for what, how much the acquisition of industrial production number, not attention to marketing.In addition to the shortage of materials, products, demand is outstripping supply, some enterprises in the product under conditions of high cost, its management is also affected by marketing products that dominate the concept. For example, Henry Ford • early in this century has been an all-out effort in the mass production of motor vehicles, and strive to reduce costs so that consumers can afford to buy in order to enhance the market share of Ford Motor.(2) product conceptIt is a business concept earlier. Product concept of the view that most consumers prefer high-quality, multi-functional and have some characteristics of products, enterprises should be dedicated to the production of high-value products, and continue to be improved. Products it produces in short supply in the market of "seller's market" situation. The concept of breed products most likely to occasion is when the company invented a new product. At this point, the enterprises most likely to lead to "marketing myopia", that is improper to focus on products rather than on the needs of the market, in marketing management lack of vision, only to see the quality of their products, and do not see the market demand is changing, with the result that troubled business.For example, the United States ××× watches company was founded in 1869 to 50 during the 20th century, has been recognized as the best American manufacturers of watches. The company's marketing emphasis on the management of the production of quality products, and jewelry by well-known shops, large department stores such as marketing network consisting of product distribution. Before 1958, the company has always been an upward trend in sales. However, since its sales and market share began to decline. The main reason for this state of affairs is the market situation has changed: the period of many consumers have no interest in expensive watches, and those who tend to buy for new plank watches; Moreover, many manufacturers to meet consumer needs , has begun the production of low-grade products, and through discount stores, supermarkets and other distribution channels actively to promote the public, which won the ××× watches most of the company's market share. ××× watches the company has failed to notice the changes in market conditions, is still obsessed with the production of exquisite traditional style watches, still use the traditional sales channels that the quality of their products, customers will certainly find a home. Results, with the result that business suffered amajor setback.。