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1、外文翻译原文COMPANYORIENTATIONSTOWARDTHEMARKETPLACEMaterialSource:MarketingManagementAuthor:PhilipKotlerMarketingmanagementistheconsciousefforttoachievedesiredexchangeoutcomeswithtargetmarkets.Butwhatphilosophyshouldguideacompany’smarketingefforts?Whatrela
2、tiveweightsshouldbegiventotheoftenconflictinginterestsoftheorganization,customers,andsociety?Forexample,oneofDexterCorporation’smostpopularproductswasaprofitablegradeofpaperusedinteabags.Unfortunately,thematerialsinthispaperaccountedfor98percentofDex
3、ter’shazardouswastes.SowhileDexter’sproductwaspopularwithcustomers,itwasalsodetrimentaltotheenvironment.Dexterassignedanemployeetaskforcetotacklethisproblem.Thetaskforcesucceeded,andthecompanyincreaseditsmarketsharewhilevirtuallyeliminatinghazardousw
4、aste.Clearly,marketingactivitiesshouldbecarriedoutunderawell-thought-outphilosophyofefficient,effective,andsociallyresponsiblemarketing.Infact,therearefivecompetingconceptsunderwhichorganizationsconductmarketingactivities:productionconcept,productcon
5、cept,sellingconcept,marketingconcept,andsocietalmarketingconcept.TheProductionConceptTheproductionconcept,oneoftheoldestinbusiness,holdsthatconsumerspreferproductsthatarewidelyavailableandinexpensive.Managersofproduction-orientedbusinessesconcentrate
6、onachievinghighproductionefficiency,lowcosts,andmassdistribution.Thisorientationmakessenseindevelopingcountries,whereconsumersaremoreinterestedinobtainingtheproductthaninitsfeatures.Itisalsousedwhenacompanywantstoexpandthemarket.TexasInstrumentsisale
7、adingexponentofthisconcept.Itconcentratesonbuildingproductionvolumeandupgradingtechnologyinordertobringcostsdown,leadingtolowerpricesandexpansionofthemarket.ThisorientationhasalsobeenakeystrategyofmanyJapanesecompanies.TheProductConcept9Otherbusiness
8、esareguidedbytheproductconcept,whichholdsthatconsumersfavorthoseproductsthatofferthemostquality,performance,orinnovativefeatures.Managersintheseorganizationsfocusonmakingsuperiorproductsandimprovingthemovertime,assumingthatbuyerscanappraisequalityand
