张勇先《经济学专业英语教程（第四版·下）》Unit 7.pptVIP

Unit 7 Text: Marketing（市场营销） 1. Key words2. Evolution of marketing3. Principles of marketing4. Benefits of marketing5. Influence of marketing on consumers6. Components of marketing7. Questions 1. Key wordstraveling salespeopleIndustrial Revolutionadapt to consumer needsproduction era of marketingproduction capabilitysales era of marketingsatisfy consumer demandsurplus inventorymarketing department eramarketing company eraconsumer-orientedgoal-orientedstrength and weaknessadvertising expendituresproduct obsolescenceconspicuous consumptionenergy conservationscope of marketingvendor appraisalpromotion planning 2. Evolution of marketing2.1 Production era of marketing2.2 Sales era of marketing2.3 Marketing department era2.4 Marketing company era 2.1 Production era of marketingDuring the initial stages of the Industrial Revolution, output was limited and marketing was devoted to the physical distribution of products. Because demand was high and competition was low, companies did not have to conduct consumer research, modify products, or otherwise adapt to consumer needs. Their goal was to increase production to keep up with demand. 2.2 Sales era of marketingOnce a company was able to maximize its production capabilities, it hired a sales force to sell its inventory. At first, while the company developed its products, consumer tastes or needs received little consideration. The role of advertising and the sales force was to make the desires of consumers fit the attributes of the products being manufactured. 2.3 Marketing department eraAs competition grew, supply began to exceed demand. A firm could not prosper without input from marketing. A marketing department was created. It conducted consumer research and advised management on how to design, price, distribute, and promote products. Unless the firm adapted to consumer needs, competitors might be better able to satisfy consumer demand and leave it with surplus inventory. Although the marketing department participated