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1、毕业论文(设计)外文翻译题 目: 体验营销在 一、外文原文标题:Refocusingmarketingtoreflectpractice:Thechangingroleofmarketingforbusiness原文:TheevolutionofthemarketingconceptOnecouldsaythatitallstartedwithDrucker(1954).Druckerstatedthat:...marketingistheuniquefunctionofbusiness...itisthewholebusinessseenfromthecustomer’spointofv
2、iew.Concernandresponsibilityformarketingmustpermeateallareasoftheenterprise(Drucker,1954,p.36).Inessence,thiswasthebirthofmodernmarketing.Keith(1960)kickedofftheearlymarketingrevolutionortheactualbeliefsystemofmarketing.Hedocumentedtheproductionandproductorientation(1900-1930),thesellingorientation(
3、1930-1950),andfinallythemarketingorientation(1950topresent).Levitt(1960)introducedthenotionofmarketingmyopia,whichcapturestheveryessenceofthepresentdaymarketingconcept.KotlerandLevy(1969)thensetaboutbroadeningthemarketingdomain,statingthatmarketingisanall-pervasiveactivity.Theysuggestedthatthewords“
4、product”,“consumer”and“toolkit”hadtoberedefined.Kotler(1972)thenre-iteratedthebroadeningdebateandtothisdaytherearestilldebatesastowhetherornotthemarketingconceptisapplicable.Whetheronefindspopularmarketing’sphraseologyseductive,repulsiveorjustvacuous,onecannotdenymarketing’s“outandouttriumphinthemar
5、ketplaceofideas”(Brown,1995).Marketing’sexpansivelybroadeningbeam(KotlerandLevy,1969;Hunt,1976)hascloseditsampleflesharoundpracticallyeveryideaofcommercialandorganisationallife(Hackley,2001).Inthisregard,asasuperordinateprincipleembracingallhumanexchange,marketingbecomesnolessthanauniversalisedsynon
6、ymfororganisedhumanexchange.Buthavethecountlessdefinitions/argumentsonthemarketingconceptactuallyhelpedpractitioners?Thebroadeningdebatehasbeenwelldocumentedintheliterature–thatisnottheproblem.Thepopularsuccessoftextualmarketinginthebrave,newgullibleworldofuniversitybusinesseducation,however,contras
7、tsquitestarklytotheindifferenceoftheworldofbusinessitself.Thatisnottosaythatitisnotuseful–it’sjustthattherelevancytopracticeneedstobequestioned.Byourownadmissionwehaveill-definedtheoreticalunderpinnin