市场营销导论复习笔记 英文原版(中文翻译).docx

Introductory Marketing Review Notes Marketing: The process of determining customer needs and wants and then developing goods and services that meet or exceed these expectations.市场营销：寻找消费者的消费需求，然后提供产品和服务来满足或者超越消费者需求的过程。MICRO marketing: is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need satisfying goods and services from producer to customer or client.微观市场营销：通过对消费者或顾客消费需求的了解，提供能够满足消费者或顾客需求的商品或者服务。MACRO marketing: is a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and demand and accomplishes the objectives of society.宏观市场营销：通过引导整个社会经济的运作，从而有效地满足整个社会的供求平衡。Marketing’s Role Has Changed a lot Over the Years市场营销的角色在过去的若干年中发生了很大变化The Five Stages in The Evolution of Marketing 市场营销变革的五个 阶段1. The Simple Trade Era 自由贸易的时期2. The Production Era, Industrial Revolution; 1880s until 1920 产品时期（工业革命）3. The sales Era, until 1950 推销时期4. The Marketing Department Era, 营销部门出现的时期5. The Marketing Company Era, since 1960 营销公司出现的时期What Does The Marketing Concept Mean?营销理念的含义？Marketing Concept: an organization which aims all it’s efforts toward its customers , for a profit.营销理念：组织或企业为了获得利益而去满足消费者需求Production orientation; making whatever products are easy to produce and then trying to sell them.产品生产导向：压缩成本，销售出去Marketing Orientation; trying to carry out the marketing concept.营销导向：践行营销理念Three Ideas of The Marketing Concept营. Customer Satisfaction满足消费者需求2. Total Company Effort企业的付出3. Profit, not just Sales as the objective.利润，不仅仅在销售方面销理念的三个概念Micro-macro dilemma; What is good for the firm may not be good for society.宏观市场的窘境：对企业好的并不一定对社会好。Social Responsibility; A firm’s obligation to improve its positive effects on society and reduce its negative effects.社会责任：企业的责任是尽量增加对社会的积极影响减少负面影响。Marketing Ethics; the moral standards that guide marketing decisions and actions.营销道德：在市场中做任何事情都要遵行的一些道德标准。What is Marketing S