资源描述：
《市场营销管理-外文翻译》由会员上传分享，免费在线阅读，更多相关内容在应用文档-天天文库。
1、--外文翻译原文Title:MarketingmanagementMaterialSource:MarketingManagementAuthor:PhilipKotlerInfact,wecandistinguishthreestagesthroughwhichmarketingpracticemightpass:1.Entrepreneurialmarketing:Mostcompaniesarestartedbyindividualswhovisualizeanopportunityandknockoneverydoortogainattention.Jim
2、Koch,founderofBostonBeerCompany,whoseSamuelAdamsbeerhasbecomeatop-selling“craft”beer,startedoutin1984carryingbottlesofSamuelAdamsfrombartobartopersuadebartenderstocarryit.For10years,hesoldhisbeerthroughdirectsellingandgrassrootspublicrelations.Todayhisbusinesspullsinnearly$200million,
3、makingittheleaderintheU.S.craftbeermarket.22.Formulatedmarketing:Assmallcompaniesachievesuccess,theyinevitablymovetowardmoreformulatedmarketing.BostonBeerrecentlybegana$15milliontelevisionadvertisingcampaign.Thecompanynowemploysmorethat175salespeopleandhasamarketingdepartmentthatcarri
4、esonmarketresearch,adoptingsomeofthetoolsusedinprofessionallyrunmarketingcompanies.3.Coordinatedmarketing:Manylargecompaniesgetstuckinformulatedmarketing,poringoverthelatestratings,scanningresearchreports,tryingtofine-tunedealerrelationsandadvertisingmessages.Thesecompanieslackthecrea
5、tivityandpassionoftheguerrillamarketersintheentrepreneurialstage.Theirbrandandproductmanagersneedtostartlivingwiththeircustomersandvisualizingnewwaystoaddvaluetotheircustomers’lives.Thebottomlineisthateffectivemarketingcantakemanyforms.Althoughitiseasiertostudytheformulatedside(whichw
6、illoccupymostofourattentioninthisbook),wewillalsoseehowcreativityandpassioncanbeusedbytodayandtomorrow’smarketingmanagers.MarketersandProspectsAmarketerissomeonewhoisseekingaresponse(attention,apurchase,avote,adonation)fromanotherparty,calledtheprospect.Iftwopartiesareseekingtosell--s
7、omethingtoeachother,botharemarketers.Needs,Wants,andDemandsThesuccessfulmarketerwilltrytounderstandthetargetmarket’sneeds,wants,anddemands.Needsdescribesbasichumanrequirementssuchasfood,air,water,clothing,andshelter.Peoplealsohavestrongneedsforrecreation,education,andentertainment.The
8、senee
