市場(chǎng)營(yíng)銷專業(yè)中英文資料文獻(xiàn)

畢業(yè)論文中英文資料外文翻譯文獻(xiàn)文獻(xiàn)翻譯原文MarketingtheoryMcCarthy(E.J.Mccarthy),in1960,alsounderthemicro-marketingdefinition:Marketingistheresponsibilityofbusinessactivities,productsandserviceswillbedirectlyfromtheproducertowardstheconsumeroruserinordertomeetcustomerneedsandtheachievementofthecompanyprofits,butalsoaprocessofsocio-economicactivitieswiththeaimtomeetthesocialorhumanneeds,toachievesocialgoals.thisdefinitionthanintheUnitedStates,althoughthedefinitionofmarketingassociationastepforwardthatmeetcustomerneedsandrealizethecompany'soperatingprofitasagoal,buttwodefinitionsthatmarketingactivitiesareproductionactivitiesinthebeginningoftheendofthemiddleafteraseriesofbusinesssalesactivities,whenthecommoditytotheuserthehandsoftheend,theenterprisemarketingactivitiesandthereforeislimitedtothenarrowscopeofcirculation,ratherthanoperatingasabusinessforsalethroughouttheentireprocess,includingmarketingresearch,productdevelopment,pricing,distribution,advertising,publicityreports,salespromotion,marketingstaff,after-salesserviceandsoon.ChristianGrnroostothedefinitionandemphasizedthepurposeofmarketing:Marketingisintheinterestsofawhole,throughmutualexchangeandcommitmenttoestablish,maintain,consolidateandconsumersandotherparticipantsintherelationshipbetweenthepartiestoachievethepurpose.Thisdefinitionhasbeeninuseeversince,untilthesummerof2004wasrevised.Thenewdefinitionisnearly20yearsonthemarketingofthefirstamendmenttothedefinition,nowonderthemajorityofmarketersattracteduniversalattention.Thedevelopmentofmarketingtheoryhasthefollowingfourstages:Thefirststage:start-upphase.Marketinginthelate19thcenturyto20intheUnitedStatestheworld'screationof20,duetoindustrialdevelopmentandmarketingatthistimebyaverynarrowscopeofthestudy,butresearchandcommercialadvertisingnetworksettings.IslandinIllinoisandotherrelatedcoursesattheuniversities.Bythe"AssociationofAmericanAdvertising"to"NationalAdvertisingandMarketingAssociationofScienceTeachers",tomarketingresearchtoensuretheorganization.Atthistimeofmarketingresearchischaracterizedby:a.focusonmarketingandadvertisingtechniques,modernmarketingtheory,concepts,principleshadyettoemerge;b.Universityresearchactivitiesarebasicallyconfinedtotheclassroomandaprofessorofthestudy,andalsosocietyandthebusinesscommunitydidnotreceiveattention.PhaseII:Applicationstage.Duringthe20thcenturytotheendofWorldWarII20fortheapplicationstage,beguntotakeshapeatthistime,theUnitedStatesbeganlarge-scaledomesticenterprisestousemarketingtooperatebusinesses,openoverseasmarkets,Europeancountrieshavetofollow.Establishedin1931,"AmericanMarketingAssociation"Marketingpreach,andin1937mergedthetwoorganizations,academiaandthebusinesscommunitytoabsorbawiderangetojointheMarketingfromtheUniversityoftherostrumtothecommunity.Thisstageofthedevelopmentofmarketingintheapplications.Thecapitalistworldin1929duetotheoutbreakofanunprecedentedeconomiccrisis,theeconomyoftheGreatDepression,largeshrinkageinthepurchasingpowerofasharpdeclineinthecommunity,theunprecedentedsharpmarket.Thewholecapitalisteconomiccrisisdealtaseriousblow.Thisstage,marketingresearchischaracterizedby:a.thereisnoproducttoselloutofthisnarrowconceptof;b.atadeeperstudyonthebasisofabroadermarketingandadvertisingtechnique;c.studyinfavorofsellingthebusinessorganizationset;d.beginningofthestudyofmarketingtheorytosociety,payingattentiontothegeneralbusinesscommunity.Thethirdphase:theformationperiodofdevelopment.The20thcentury,the50'sto80'sforthemarketingstageofdevelopment,theU.S.military-industrialeconomyhasbeguntoshiftthepubliceconomic,socialgoods,thesharpincreaseinsocialproductivityimprovedsignificantly,whilethecorrespondingconsumptionlevelofresidentshasnotbeenmuchimprovement,marketbegantoemergeinastateofoversupply.AtthispointtheU.S.marketingexpertR.CoxandW.Adersonthe"broadsenseofMarketingistopromotethepotentialproducersandconsumersofgoodsorservicesofanytransactionactivity."Thispointofviewtomakethestartintothenewmarketingstage.Previouslythatthemarketistheendoftheproductionprocess,isnowconsideredtobethestartingpointoftheproductionprocess;theoriginalthatismarketingtosellproducts,nowthatmarketingthroughtheinvestigationtounderstandtheneedsanddesiresofconsumers,andproductioninlinewithconsumerneedsanddesiresgoodsorservices,whichmeettheneedsanddesiresofconsumers;sothatfromthemarketingcompaniestoentertheframeworkofsocialvisionandaclearmanagementguidance.PhaseIV:thematurestage.Sincethe80'sforthemarketingofthematurestage,in:a.associatedwithotherdisciplinessuchaseconomics,mathematics,statistics,psychology,etc.;b.theorybegantoformtheirownsystem;80istheageofmarketingrevolutionaryperiod,beguntoenterthefieldofmodernmarketing,somarketingthenewlook.譯文市場(chǎng)營(yíng)銷理論麥卡錫(E.J.Mccarthy)于1960年對(duì)微觀市場(chǎng)營(yíng)銷下了定義：市場(chǎng)營(yíng)銷是企業(yè)經(jīng)營(yíng)活動(dòng)的職責(zé)，它將產(chǎn)品及勞務(wù)從生產(chǎn)者直接引向消費(fèi)者或使用者以便滿足顧客需求及實(shí)現(xiàn)公司利潤(rùn)，同時(shí)也是一種社會(huì)經(jīng)濟(jì)活動(dòng)過(guò)程，其目的在于滿足社會(huì)或人類需要，實(shí)現(xiàn)社會(huì)目標(biāo)。這一定義雖比美國(guó)市場(chǎng)營(yíng)銷協(xié)會(huì)的定義前進(jìn)了一步，指出了滿足顧客需求及實(shí)現(xiàn)企業(yè)贏利成為公司的經(jīng)營(yíng)目標(biāo)，但這兩種定義都說(shuō)明，市場(chǎng)營(yíng)銷活動(dòng)是在產(chǎn)品生產(chǎn)活動(dòng)結(jié)束時(shí)開(kāi)始的，中間經(jīng)過(guò)一系列經(jīng)營(yíng)銷售活動(dòng)，當(dāng)商品轉(zhuǎn)到用戶手中就結(jié)束了，因而把企業(yè)營(yíng)銷活動(dòng)僅局限于流通領(lǐng)域的狹窄范圍，而不是視為企業(yè)整個(gè)經(jīng)營(yíng)銷售的全過(guò)程，即包括市場(chǎng)營(yíng)銷調(diào)研、產(chǎn)品開(kāi)發(fā)、定價(jià)、分銷廣告、宣傳報(bào)導(dǎo)、銷售促進(jìn)、人員推銷、售后服務(wù)等。而格隆羅斯給的定義強(qiáng)調(diào)了營(yíng)銷的目的：營(yíng)銷是在一種利益之上下，通過(guò)相互交換和承諾，建立、維持、鞏固與消費(fèi)者及其他參與者的關(guān)系，實(shí)現(xiàn)各方的目的。這個(gè)定義一直沿用至今，直到2004年夏天才被重新修訂。這次新定義是近20年來(lái)關(guān)于市場(chǎng)營(yíng)銷定義的首次修訂，無(wú)怪乎引起了廣大營(yíng)銷者的普遍重視。市場(chǎng)營(yíng)銷理論發(fā)展有以下四個(gè)階段：第一階段：初創(chuàng)階段。市場(chǎng)營(yíng)銷于19世紀(jì)末到20世界20年代在美國(guó)創(chuàng)立，源于工業(yè)的發(fā)展，這時(shí)的市場(chǎng)營(yíng)銷所研究的范圍很窄，只是研究廣告和商業(yè)網(wǎng)點(diǎn)的設(shè)置。并在伊利諾等洲的大學(xué)開(kāi)設(shè)相關(guān)課程。并由“美國(guó)廣告協(xié)會(huì)”改為“全美廣告學(xué)與市場(chǎng)營(yíng)銷學(xué)教員協(xié)會(huì)”，給市場(chǎng)營(yíng)銷學(xué)的研究提供了組織保證。這時(shí)市場(chǎng)營(yíng)銷學(xué)的研究特點(diǎn)是：a.著重推銷術(shù)和廣告術(shù)，至于現(xiàn)代市場(chǎng)營(yíng)銷的理論、概念、原則還沒(méi)有出現(xiàn)；b.研究活動(dòng)基本上局限于大學(xué)的課堂和教授的書(shū)房，還沒(méi)有得到社會(huì)和企業(yè)界的重視。第二階段：應(yīng)用階段。20世紀(jì)20年代至二戰(zhàn)結(jié)束為應(yīng)用階段，此時(shí)初具規(guī)模，美國(guó)國(guó)內(nèi)企業(yè)開(kāi)始大規(guī)模運(yùn)用市場(chǎng)營(yíng)銷學(xué)來(lái)運(yùn)營(yíng)企業(yè)，打開(kāi)海外市場(chǎng)，歐洲國(guó)家也紛紛效仿。1931年成立“美國(guó)市場(chǎng)營(yíng)銷協(xié)會(huì)”，宣講市場(chǎng)營(yíng)銷學(xué)，并于1937年上述兩組織合并，廣泛吸收學(xué)術(shù)界與企業(yè)界人士參加，市場(chǎng)營(yíng)銷學(xué)開(kāi)始從大學(xué)講臺(tái)走向社會(huì)。此階段市場(chǎng)營(yíng)銷的發(fā)展表現(xiàn)在應(yīng)用上。因1929年資本主義世界爆發(fā)了空前的經(jīng)濟(jì)危機(jī)，經(jīng)濟(jì)出現(xiàn)大蕭條、大萎縮，社會(huì)購(gòu)買力急劇下降，市場(chǎng)問(wèn)題空前尖銳。危機(jī)對(duì)整個(gè)資本主義經(jīng)濟(jì)打擊很大。這個(gè)階段，市場(chǎng)營(yíng)銷學(xué)的研究特點(diǎn)是：a.并沒(méi)有脫離產(chǎn)品推銷這一狹窄的概念；b.在更深更廣的基礎(chǔ)上研究推銷術(shù)和廣告術(shù)；c.研究有利于推銷的企業(yè)組織機(jī)構(gòu)設(shè)置；d.市場(chǎng)營(yíng)銷理論研究開(kāi)始走向社會(huì)，被廣大企業(yè)界所重視。第三階段：形成發(fā)展時(shí)期。20世紀(jì)50年代至80年代為市場(chǎng)營(yíng)銷學(xué)的發(fā)展階段，美國(guó)軍工經(jīng)濟(jì)開(kāi)始轉(zhuǎn)向民眾經(jīng)濟(jì)，社會(huì)商品急劇增加，社會(huì)生產(chǎn)力大幅度提升，而與此相對(duì)應(yīng)的居民消費(fèi)水平卻沒(méi)有得到多大的提升，市場(chǎng)開(kāi)始出現(xiàn)供過(guò)于求的狀態(tài)。此時(shí)美國(guó)市場(chǎng)營(yíng)銷學(xué)專家W.Aderson與R.Cox提出“廣義的市場(chǎng)營(yíng)銷學(xué)，是促進(jìn)生產(chǎn)者與消費(fèi)者進(jìn)行潛在商品或勞務(wù)交易的任何活動(dòng)。”此觀點(diǎn)使?fàn)I銷開(kāi)始步入全新的階段。原先認(rèn)為市場(chǎng)是生產(chǎn)過(guò)程的終點(diǎn)，現(xiàn)在認(rèn)為是生產(chǎn)過(guò)程的起點(diǎn)；原先認(rèn)為市場(chǎng)營(yíng)銷就是推銷產(chǎn)品，現(xiàn)在認(rèn)為市場(chǎng)營(yíng)銷是通過(guò)調(diào)查了解消費(fèi)者的需求和欲望，而生產(chǎn)符合消費(fèi)者的需求和欲望的商品或服務(wù)，進(jìn)而滿足消費(fèi)者的需求和欲望；從而使市場(chǎng)營(yíng)銷學(xué)擺脫企業(yè)框架而進(jìn)入社會(huì)視野，并有明顯的管理導(dǎo)向。第四階段：成熟階段。80年代至今，為市場(chǎng)營(yíng)銷學(xué)的成熟階段，表現(xiàn)在：a.與其他學(xué)科關(guān)聯(lián)，如經(jīng)濟(jì)學(xué)、數(shù)學(xué)、統(tǒng)計(jì)學(xué)、心理學(xué)等；b.開(kāi)始形成自身的理論體系；80年代是市場(chǎng)營(yíng)銷學(xué)的革命時(shí)期，開(kāi)始進(jìn)入現(xiàn)代營(yíng)銷領(lǐng)域，使市場(chǎng)營(yíng)銷學(xué)的面貌煥然一新。目錄TOC\o"1-2"\h\z\u第一章總論 11.1項(xiàng)目名稱與承辦單位 11.2研究工作的依據(jù)、內(nèi)容及范圍 11.3編制原則 31.4項(xiàng)目概況 31.5技術(shù)經(jīng)濟(jì)指標(biāo) 51.6結(jié)論 6第二章項(xiàng)目背景及建設(shè)必要性 82.1項(xiàng)目背景 82.2建設(shè)的必要性 9第三章建設(shè)條件 113.1項(xiàng)目區(qū)概況 113.2建設(shè)地點(diǎn)選擇 錯(cuò)誤！未定義書(shū)簽。3.3項(xiàng)目建設(shè)條件優(yōu)劣勢(shì)分析 錯(cuò)誤！未定義書(shū)簽。第四章市場(chǎng)分析與銷售方案 134.1市場(chǎng)分析 134.2營(yíng)銷策略、方案、模式 14第五章建設(shè)方案 155.1建設(shè)規(guī)模和產(chǎn)品方案 155.2建設(shè)規(guī)劃和布局 155.3運(yùn)輸 185.4建設(shè)標(biāo)準(zhǔn) 185.5公用工程 205.6工藝技術(shù)方案