1、文献翻译 Marketing theory McCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the
2、company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the companys opera
3、ting profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to t
4、he narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on. Christian Grnroosto t
5、he definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose. This definition has been in
6、 use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracted universal attention. The development of marketing theory has the following four stages: The first stag
7、e: start-up phase. Marketing in the late 19th century to 20 in the United States the worlds creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related cou
8、rses at the universities. By the Association of American Advertising to National Advertising and Marketing Association of Science Teachers, to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, mode
9、rn marketing theory, concepts, principles had yet to emerge； b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention. Phase II: Application stage. During the 20th century to the end
10、of World War II 20 for the application stage, begun to take shape at this time, the United States began large-scale domestic enterprises to use marketing to operate businesses, open overseas markets, European countries have to follow. Established in 1931, American Marketing Association Marketing pre
11、ach, and in 1937 merged the two organizations, academia and the business community to absorb a wide range to join the Marketing from the University of the rostrum to the community. This stage of the development of marketing in the applications. The capitalist world in 1929 due to the outbreak of an
12、unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of a sharp decline in the community, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is
13、no product to sell out of this narrow concept of； b. at a deeper study on the basis of a broader marketing and advertising technique； c. study in favor of selling the business organization set； d. beginning of the study of marketing theory to society, paying attention to the general business communi
14、ty. The third phase: the formation period of development. The 20th century, the 50s to 80s for the marketing stage of development, the U.S. military-industrial economy has begun to shift the public economic, social goods, the sharp increase in social productivity improved significantly, while the co
15、rresponding consumption level of residents has not been much improvement, market began to emerge in a state of oversupply. At this point the U.S. marketing expert R. Cox and W. Aderson the broad sense of Marketing is to promote the potential producers and consumers of goods or services of any transa
16、ction activity. This point of view to make the start into the new marketing stage. Previously that the market is the end of the production process, is now considered to be the starting point of the production process； the original that is marketing to sell products, now that marketing through the in
17、vestigation to understand the needs and desires of consumers, and production in line with consumer needs and desires goods or services, which meet the needs and desires of consumers； so that from the marketing companies to enter the framework of social vision and a clear management guidance. Phase I
18、V: the mature stage. Since the 80s for the marketing of the mature stage, in: a. associated with other disciplines such as economics, mathematics, statistics, psychology, etc.； b. theory began to form their own system； 80 is the age of marketing revolutionary period, begun to enter the field of mode
19、rn marketing, so marketing the new look. 译文 市场营销理论 麦卡锡 (E.J.Mccarthy)于 1960 年对微观市场营销下了定义：市场营销是企业经营活动的职责，它将产品及劳务从生产者直接引向消费者或使用者以便满足顾客需求及实现公司利润，同时也是一种社会经济活动过程，其目的在于满足社会或人类需要，实现社会目标。这一定义虽比美国市场营销协会的定义前进了一步，指出了满足顾客需求及实现企业 赢利成为公司的经营目标，但这两种定义都说明，市场营销活动是在产品生产活动结束时开始的，中间经过一系列经营销售活动，当商品转到用户手中就结束了，因而把企业营销活动仅局限于流通领域的狭窄范围，而不是视为企业整个经营销售的全过程，即包括市场营销调研、产品开发、定价、分销广告、宣传报导、销售促进、人员推销、售后服务等。而格隆罗斯给的
