目    錄
Contents
第一章  認識市場營銷活動What Is Marketing 1
第一節市場與市場營銷概述An Overview of Market and Marketing 1
一、市場Market 1
二、市場營銷Marketing 6
第二節  市場營銷觀念Marketing Concept 9
一、如何理解市場營銷觀念How to Understand Marketing Concept 9
二、市場營銷觀念的演進Evolution of Marketing Concept 10
本章小結Summary 20
思考題Questions 21
第二章  市場營銷調研Marketing Research 22
第一節  市場營銷調研概述An Overview of Marketing Research 22
一、市場營銷調研的含義和類型Definition and Classifications of Marketing Research 22
二、市場營銷調研的內容 Contents of Marketing Research 24
第二節  市場營銷調研的基本程序Basic Procedures of Marketing Research 27
一、調研準備階段Preparation Stage 27
二、調研實施階段Implementation Stage 30
三、調研資料整理、分析與報告撰寫階段Data Collation, Analysis and Report Writing Stage 31
第三節  市場營銷調研的方法Marketing Research Methods 32
一、按調研對像劃分According to Research Subjects 33
二、按獲得信息的方式劃分According to Ways of Obtaining Information 37
本章小結Summary 40
思考題Questions 40
第三章  分析市場營銷環境Analyzing Marketing Environment 42
第一節  認知市場營銷環境Understanding Marketing Environment 42
一、市場營銷環境的含義及其構成Meaning and Composition of Marketing Environment 42
二、市場營銷環境的特點Characteristics of Marketing Environment 44
三、企業營銷與營銷環境的互動Interaction Between Enterprise Marketing and Marketing
Environment 45
第二節  分析微觀營銷環境Analyzing Micro-environment 47
一、企業內部條件Enterprise's Internal Conditions 47
二、供應商Suppliers 47
三、營銷中間商Marketing Intermediaries 48
四、目標顧客Target Customers 49
五、競爭者Competitors 49
六、公眾The Public 50
第三節  分析宏觀營銷環境Analyzing Macro-environment 52
一、人口環境Population Environment 53
二、社會文化環境Social Culture Environment 57
三、經濟環境 Economic Environment 62
四、科技環境Science and Technology Environment 66
五、政治法律環境Political and Legal Environment 67
六、自然環境Natural Environment 69
本章小結Summary 71
思考題Questions 71
第四章  市場購買行為分析Analyzing Market Purchase Behavior 73
第一節  消費者市場及其購買行為分析Consumer Market and Consumer Purchasing Behavior 73
一、消費者市場的概念及購買模式Concept of Consumer Market and Purchasing Patterns 73
二、影響消費者購買行為的因素Factors influencing Consumer Purchase Behavior 75
三、消費者購買行為的類型Types of Consumer Purchase Behavior 87
四、消費者購買行為決策過程Decision-making Process of Consumer Purchase Behavior 90
第二節  組織市場及其購買行為分析Institutional Markets and Institution Purchase Behavior 94
一、組織市場的概念及類型Concept and Types of Institutional Markets 94
二、組織市場購買行為Purchase Behavior of Institutional Market 96
本章小結Summary 107
思考題Questions 108
第五章  目標市場選擇及市場定位策略Strategies for Target Market Selection and Market
Positioning 109
第一節  市場細分Market Segmentation 109
一、市場細分的含義Concept of Market Segmentation 109
二、有效市場細分的要求Requirements of Effective Market Segmentation 111
三、市場細分的程序Procedures of Market Segmentation 111
四、市場細分的依據Basis of Market Segmentation 112
五、市場細分的方法Methods of Market Segmentation 118
第二節  選擇目標市場Selecting Target Market 119
一、目標市場及目標市場選擇的含義Meaning of Target Market and Target Market Selection 119
二、目標市場選擇的標準Criteria of Target Market Selection 120
三、目標市場的選擇策略Strategies for Target Market Selection 122
四、目標市場的營銷策略Marketing Strategies for Target Market 123
五、影響目標市場選擇的因素Factors Influencing Target Market Selection 127
第三節  市場定位Market Positioning 130
一、市場定位的含義Meaning of Market Positioning 130
二、市場定位的作用Functions of Market Positioning 131
三、市場定位的步驟Steps of Market Positioning 132
四、市場定位的方法 Methods of Market Positioning 135
五、市場定位策略Strategies for Market Positioning 138
本章小結Summary 140
思考題Questions 141
第六章  產品策略Product Strategies 143
第一節  產品概述Overview of Products 143
一、產品的含義Concept of Product 143
二、產品整體概念Total Product Concept 144
三、產品的分類Categories of Product 147
第二節  產品生命周期策略Product Life Cycle Strategies 152
一、產品生命周期的概念Concept of Product Life Cycle 152
二、產品生命周期各階段的特點及營銷策略Characteristics and Marketing Strategies at Every
Stage of the Product Life Cycle 154
第三節  產品品牌與包裝策略Branding and Packaging Strategies 164
一、品牌策略Branding Strategy 164
二、包裝策略Packaging Strategies 169
第四節  產品組合策略Product Mix Strategies 173
一、產品組合及其相關概念Product Mix and Related Concepts 173
二、產品組合策略的分類Categories of Product Mix Strategies 176
第五節  新產品開發策略New-Product Development Strategies 182
一、新產品的概念及類型Concept and Types of New Products 182
二、新產品開發的策略Strategies of New-product Development 184
本章小結Summary 185
思考題Questions 186
第七章  價格策略Pricing Strategies 187
第一節  定價的程序與方法Pricing Procedures and Methods 187
一、定價程序Pricing Procedures 187
二、定價方法Pricing Approaches 192
第二節  定價的基本策略Pricing Strategies 199
一、產品組合定價策略Portfolio Pricing Strategies 199
二、新產品定價策略New Product Pricing Strategies 201
三、心理定價策略Psychological Pricing Strategies 203
四、地理定價策略Geographical Pricing Strategies 204
五、定價策略Discount Pricing Strategies 206
六、差別定價策略Segmentation Pricing Strategies 208
七、價格調整策略Price Adjustment Strategies 209
本章小結Summary 211
思考題Questions 212
第八章  分銷渠道策略Distribution Channel Strategies 213
第一節  分銷渠道的職能及類型Functions and Types of Distribution Channels 213
一、分銷渠道的概念Definition of Distribution Channels 213
二、分銷渠道的職能Functions of Distribution Channels 214
三、分銷渠道的類型Types of Distribution Channels 215
第二節  選擇分銷渠道策略Selecting Strategies for Distribution Channels 218
一、影響分銷渠道策略設計的因素Factors Influencing the Design of Channel Strategies 218
二、分銷渠道選擇的策略Strategy for Selecting Distribution Channels 222
第三節  批發商與零售商的分銷策略Wholesaling and Retailing Distribution Strategies 227
一、批發商的分銷策略 Wholesaling Distribution Strategies 227
二、零售商的分銷策略Retailing Distribution Strategies 229
第四節  分銷渠道管理策略Channel Management Strategies 232
一、渠道管理的內容Contents of Channel Management 232
二、渠道管理的策略Channel Management Strategies 233
本章小結Summary 236
思考題Questions 237
第九章  促銷策略Promotion Strategies 238
第一節  促銷與促銷組合策略Promotion and Promotion Mix Strategies 238
一、促銷的含義Meaning of Promotion 238
二、促銷的作用Effects of Promotion 240
三、促銷組合策略 Strategies of Promotion Mix 242
第二節  人員推銷策略Personal Selling Strategies 250
一、人員推銷的含義及特點 Meaning and Characteristics of Personal Selling 250
二、人員推銷的任務 Assignments of Personal Selling 252
三、人員推銷策略的含義及內容 Meaning and Contents of Personal Selling Strategies 253
四、人員推銷的形式策略 Form Strategy of Personal Selling 253
五、人員推銷的基本策略 Basic Strategies of Personal Selling 255
六、人員推銷的工作流程策略Working Procedure Strategy of Personal Selling 256
七、人員推銷的管理策略 Management Strategies of Personal Selling 258
第三節  廣告策略Advertising Strategies 265
一、廣告的含義及類型The Meaning and Types of Advertisement 265
二、廣告策略的概念及其程序The Concept and Other Procedures of Ads 268
第四節  公共關繫策略Public Relation Strategies 278
一、公共關繫的概念及特征Concept and Essential Characteristics of Public Relations 278
二、公共關繫策略Public Relations Strategy 280
第五節  營業推廣策略Sales promotion Strategies 284
一、營業推廣的概念The Concept of Sales Promotion 284
二、營業推廣策略的含義The Meaning of Sales Promotion Strategies 284
三、營業推廣策略的類型及活動方式The Types of Sales Promotion Strategies and the Ways of 
Activities 285
四、營業推廣策略實施程序The Implementation Procedures of Sales Promotion Strategies 289
本章小結Summary 290
思考題Questions 291
第十章  營銷素養和社會責任Marketing Ethics and Social Responsibility 292
第一節  加強營銷素養Reinforce Marketing Ethics 292
一、營銷人員必 備的營銷素養Salesmen's Requisite Marketing Ethics 292
二、營銷人員提高業務素養的途徑Ways of Promoting Salesmen's Professional Quality 296
第二節  實施對社會負責的市場營銷Marketing with Social Responsibility 297
一、社會對於營銷的批評Social Criticism of Marketing 297
二、營銷中的社會責任Social Responsibility in Marketing 298
三、實施對社會負責的營銷Implement the Marketing Responsible for the Society 300
本章小結Summary 302
思考題Questions 302
參考文獻 303

前    言
Preface
伴隨著中國融入世界經濟發展的大潮，國內出現了大量的涉外企業，而同時國際上越來越多的跨國公司也進入中國的市場，這些企業的經營發展需要大量既懂營銷專業知識又擅長在英語環境下溝通的專門人纔。在這樣的人纔需求背景下，很多院校積極推進雙語教學工作，以適應社會的需要。隨著雙語教學的不斷深入，市場營銷課程已成為高等院校雙語教學改革試點中的亮點和熱點。然而，教材建設卻明顯滯後，相關專業的學生缺乏專門、適用的教材，嚴重制約了學生崗位職業能力的發展。為了能夠培養出復合型、應用型、涉外型的市場營銷的專門人纔，編寫適合高等院校學生使用的教材對進一步提高高等院校市場營銷專業雙語教學的質量有著十分重要的意義。
本書在比較分析現存雙語教材的種類和特點的基礎上，通過探索雙語教材選擇和使用的標準，為雙語教學提供理論支持。本書以市場營銷基礎知識為主體，以涉外市場營銷專業培養目標為編寫方向，以市場營銷學為支撐，強調英語與市場營銷學的融合。教材立意新穎，具有很強的針對性、實用性、適用性。
市場營銷學是一門建立在經濟科學、行為科學和現代管理理論基礎之上的應用科學。它主要研究市場營銷活動及其規律性，具有綜合性、邊緣性的特點，屬於管理學範疇。課程的核心內容就是研究在買方市場條件下，賣方如何從顧客的需要出發制定企業發展戰略、組織企業市場營銷活動，從而在滿足顧客需求的前提下，使企業在激烈競爭的市場環境中獲得生存和發展。而企業必須依靠掌握營銷理論和技巧的市場營銷專業人員纔能實現目標。不僅如此，在市場經濟條件下，市場營銷理論、方法和技巧不僅廣泛應用於企業和各種非營利性組織，而且逐漸應用於微觀和宏觀各個層次，涉及社會經濟生活的各個方面。它是工商管理類各專業的核心課程，也是經濟學類各專業的基礎課程。
本書總體框架由黑龍江外國語學院陳麗燕負責設計。全書共有10章，參與編寫的成員分工如下：第3、4、5、6、7章漢語稿由陳麗燕編寫；第9、10章漢語稿和第1、7、8、9、10章英語稿由黑龍江外國語學院劉永丹編寫；第8章漢語稿和第2、3、4、5、6章英語稿由黑龍江外國語學院龍鳳編寫；第1章漢語稿由東北林業大學工程技術學院王巍編寫；第2章漢語稿由黑龍江外國語學院劉音編寫。此外，陳福明教授和外籍專家Lucy Qi負責了全書的審校工作，他們的認真審校使英文書稿更加地道流暢。在此特別感謝老師們的辛勤勞動。
本書在編寫過程中，借鋻了國內外營銷學者大量的最新的研究成果，特別是吸納了一些國內最近出版的教材中的新內容與新觀點。在此，謹向這些同行師友們致以深深的謝意。
本書是對市場營銷雙語教學教材建設的一個探索，書中缺點、疏漏和不妥之處在所難免，如廣大師生和讀者能來信、來電批評指正，使本教材日趨完善，編者將不勝感謝。

                                                                      編  者 

第一章  認識市場營銷活動
What Is Marketing
【學習目標】
1. 市場的概念及市場分類；
2. 市場營銷的核心概念；
3. 市場營銷觀念的演進。
Learning Objectives
1. Concept and types of markets; 
2. Core concepts of marketing; 
3. Evolution of marketing concepts.

市場營銷不是企業經營活動的某一方面，它始於產品生產之前，並一直延續到產品售出以後，貫穿於企業經營活動的全過程。它是企業在占領市場、擴大銷售、實現預期目標的過程中所進行的一繫列商務活動。企業的成功並不是取決於生產而是取決於顧客，因此，樹立現代市場營銷觀念、正確認識市場營銷活動是成功開展營銷活動的前提和基礎。
Marketing is not an aspect of business activities. It begins before production and extends to after-sales, which is a whole process of business operations. Marketing is a series of business activities in the process of occupying market, expanding sales, and achieving objectives. An enterprise's success does not depend on production but on the customer, therefore, correct understanding of marketing concepts and marketing campaigns is the basis of successful implementation of marketing activities.
第一節市場與市場營銷概述
An Overview of Market and Marketing
一、市場Market
(一)市場的概念Concept of Market
市場是社會生產分工、商品生產與商品交換的產物，屬商品經濟的範疇。哪裡存在商品交換，哪裡就有市場。市場的含義是隨著商品經濟的發展而不斷延伸的。
Market is the result of social production division, commodity production and commodities exchange. It belongs to the scope of commodity economy. Where there exists commodity exchange, there is market. The meaning of market extends with the development of commodity economy. 
美國著名營銷學家菲利普·科特勒認為；"市場是指某種產品的實際購買者和潛在購買者的集合。這些購買者有某種欲望或需要，並且能夠通過交換得到滿足。因而，市場規模取決於具有這種需要及支付能力、並且願意進行交換的人的數量。"
Philip Kotler, the famous American marketing expert, believes that the market is a collection of actual and potential buyers of certain products. These buyers have certain desire or needs, which can be met through exchange. Thus, market scale depends on the number of people who have the needs and payment abilities and are willing to be engaged in the trade.
市場是人口、購買力、購買欲望三要素的集合體。
Market is an aggregate of population, purchasing power and purchasing desire.
其中，人口指的是對產品有現實和潛在需要的人，是構成市場的最基本的要素。購買力是顧客支付貨幣、購買商品或服務的能力。購買力是構成市場的重要因素，有支付能力的需求纔促成有意義的市場。購買欲望是顧客購買商品的動機、願望或要求，是顧客把潛在購買力變成現實購買力的重要條件。市場的三個要素相互制約，缺一不可，隻有三者結合起來，纔能構成現實的市場，纔能決定市場的規模和容量。
Population is the people with actual and potential needs, who constitute the most basic element of market. Purchasing power is the ability to pay and to buy goods or services. It is an important factor of market, and demand with ability to pay constitutes a meaningful market. Purchasing desire is the motivation, will or demand of customers to purchase goods and is an important condition to turn customers' potential purchasing power into reality. These three elements of market are indispensable and restrain each other. Only the combination of the three can constitute a real market, and determine the size and capacity of the market.
(二)市場的分類Types of Market
市場按不同的標準可以劃分為各種不同的類型。不同的市場類型，有其不同的交換內容及其具體的需求與特點。
Market can be divided into various types by different standards. Different markets have different exchange contents, specific needs and characteristics.
1. 按競爭程度劃分Divided by Competition Degree
按照競爭程度劃分，市場有完全競爭市場、完全壟斷市場、壟斷競爭市場和寡頭壟斷市場。
Based on competition degree, there are fully competitive market, monopoly market, monopolistic competition market, and oligopoly market.
完全競爭市場是指競爭不受任何干擾的市場，它意味著市場中產品價格穩定，產品質量相同，要素轉移自由，信息傳遞迅速。理想的完全競爭市場實際上是不存在的。在現實生活中，農產品市場比較接近完全競爭市場的情況。
Fully competitive market is the one without any interference which means stable price, same quality free factors and quick information transfer. Ideal fully competitive market does not exist in reality and agricultural market is similar to it in real life.
完全壟斷市場是指整個產業隻有一家企業，它的產品沒有任何替代品，其他企業無法進入該產業。完全壟斷企業能夠操縱整個產業的產品和價格，該企業就是代表產業。形成完全壟斷的原因主要有自然壟斷、原料控制、專利權和政府特許。
Monopoly market refers to that there is only one enterprise in an industry. There are no substitutes for its products; other enterprises cannot enter the field. The monopoly enterprise is on behalf of the industry, and it is able to manipulate the entire industry's product and price. Full monopoly is mainly due to natural monopoly, raw material control, patents, and government concessions.
壟斷競爭市場是介於完全競爭市場和完全壟斷市場之間的市場。壟斷競爭市場的主要特點是：一切同類商品之間存在差別，市場上有很多同類企業，企業進入市場比較容易，比如一般日用工業品。壟斷競爭對消費者的滿足程度最高，在一定的價格水平下消費者對商品的選擇餘地較大，它是目前經濟生活中普遍存在的市場結構。
Monopolistic competition market is a market between fully competitive market and monopoly market. Its main features are as follows: there are differences among all the goods of the same kind; there are many similar enterprises and it's easy for them to enter the market, such as general industrial products for daily use. Monopolistic competition, in which consumers have greater choice at a certain price level, gives consumers the maximum level of satisfaction and is the prevailing market structure in current economic life.
寡頭壟斷市場是指一種產品在擁有大量消費者或用戶的情況下，由少數幾家大企業控制絕大部分的商品生產經營量，剩下的一小部分產品量則由眾多的小企業去生產經營。產生這種市場的主要原因是資源的有限性、技術的先進性、資本規模的集中性以及規模經濟效益所形成的排他性, 諸如鋼鐵、石油、航空等領域。
Oligopoly market refers to the market where a kind of product owns a large number of consumers or users and a few big enterprises control the most production of the goods, leaving a small amount produced by a large number of small enterprises. This is due to limited resources, advanced technology, centralized capital and exclusivity formed by Scale Economies Effect in such business lines as steel, oil, aviation, etc.
2. 按流通區域劃分Divided by Circulation Regions
按商品流通區域劃分，市場可分為國內市場和國際市場。
Based on circulation regions, there are domestic and international markets.
國內市場，是指在一國範圍內可使商品和勞務發生轉移的區域市場。國內市場的發展與繁榮，不僅能夠促進本國經濟的發展，而且能為發展對外貿易、進入國際市場提供牢固的基礎與條件。國內市場又可分為省區市場、城鄉市場等。
Domestic markets refer to the regional markets within a country for the transfer of goods and services. Development of domestic markets can not only promote economy but also provide solid foundation and favorable conditions for developing foreign trade and entering international markets. Domestic markets can be divided into province markets, urban and rural markets, etc.
國際市場，是指越出本國國境與其他國家進行貿易活動所形成的多國間市場。國別市場、貿易集團區域市場、洲別市場等都屬於國際市場。
International markets are the multinational ones which are beyond one country's border with trading activities taking place in different countries. Country markets, markets for trading blocks and continent markets all belong to international markets.
3. 按產品形態劃分Divided by Product Forms
市場按產品形態劃分，可分為有形產品市場與無形產品市場。
Based on product forms, there are tangible product market and intangible product market.
有形產品市場是指具有物質形態的商品市場，它包括工業品商品市場與農產品商品市場。工業品商品市場可分為輕工商品市場、機械商品市場、零配件商品市場、生產設施商品市場等市場；農產品商品市場可分為種植類、養殖類、林產類等商品市場。
Tangible product market is for commodities with physical forms, including those for industrial goods and agricultural goods. The markets for light industry goods, machinery, spare parts and production facilities all belongs to industrial goods market, while agricultural goods market includes those for cultivation, aquaculture and forestry products.
無形產品市場是指不提供有形的物質產品，而通過交換提供各種形式的服務，用以滿足非物質消費需求的市場。在無形產品市場中，又可分為勞務市場、服務市場、信息市場等市場。
Intangible product market is the one where there is no tangible products exchange but the exchange of various services to meet the demand for non-material consumption. The markets for labor, services and information all belong to intangible product markets.
4. 按產品用途劃分Divided by Product Uses
市場按產品用途劃分，可分為消費者市場與生產者市場，實際上也就是生活消費品市場與生產消費品市場。
Based on product uses, there are consumer market and industry market, which are actually markets for consumer goods and industrial goods. 
消費者市場是指居民生活消費品的商品市場，可分為食品市場、日用工業品市場、服裝市場、家具市場等生活消費品市場。
Consumer market is for consumer goods, which includes food market, daily-use industrial products market, clothing market, furniture market, etc.
生產者市場是指生產者所需的各種生產資料的商品市場。生產者市場包括原材料、生產工具、生產設施、肥料、種子等生產消費品商品市場。
Industry market is for various means of production needed by producers, including markets for raw materials, production tools, production facilities, fertilizer and seeds, etc.
5. 按生產要素劃分Divided by Production Factors
市場按產品生產過程中所需的基本生產要素劃分，可分為物質產品市場、資金市場、勞動力市場、科技市場、信息市場、服務市場、房地產市場等要素市場。
Based on production factors required in the production process, there are markets for material products, capital, labor, science and technology, information, services and real estate, etc.
物質產品市場是指生產活動所需的原材料、生產工具、生產設施等生產資料商品市場。
Material product market is for raw materials, production tools, production facilities and so on.
資金市場是指進行生產經營活動所需資金的交易市場，可分為資金借貸市場、證券市場、股票市場等資金市場。
Capital market is for funds needed in production and business activities, which includes capital lending, securities, stocks and other financial markets.
勞動力市場是指進行生產活動所需勞動力的交易市場，可分為零用工市場、人纔市場等。
Labor market is for labor exchange required in production activities. They can be markets for flexible employment and human resources market, etc.
科技市場是指進行生產活動所需科學技術的交易市場，可分為科技成果轉讓市場、科技成果出租市場等。
Science and technology market is for technology exchange needed in production activities, including transfer and rental markets for scientific and technological achievements.
信息市場是指進行生產經營活動所需各種信息的交易市場，可分為科技信息市場、商品供求信息市場、競爭者信息市場、社會經濟發展信息市場以及網絡信息市場等。
Information market is for information exchange, which is required in production and business activities, including markets for technology information, commodity supply and demand, competitors, socio-economic development, network and so on.

服務市場是指進行生產經營活動所需各種服務的交易市場，可分為中介服務市場、代理服務市場、承包服務市場等服務市場，還可按服務行業劃分為餐旅、洗染、維修、醫療以及勞務等服務市場。
Service market is for service exchange that are needed in production and business activities. It can be divided into intermediary services, agency services and contracting services. According to service sectors, there are service markets for hospitality, laundry, maintenance, medical treatment, labor and other services.
6. 按購買者的購買目的和用途來劃分Divided by Buyers' Aims and Purposes
按照顧客購買目的或用途的不同，市場可分為消費者市場和組織市場兩大類。
Based on buyers' aims or purposes, there are consumer market and organization market.
消費者市場是指個人或家庭為了生活消費而購買產品和服務的市場。
Consumer market is market where individuals and households can buy goods and services for personal consumption.
組織市場是指以某種組織為購買單位的購買者去購買所需產品與服務而構成的市場。組織市場又包括生產者市場、中間商市場、非營利組織市場和政府市場。
Organization market is market where an organization buys goods and services as a purchasing unit. Organization market includes industry market, reseller market, non-profit organization market and government market.
總之，市場有各種不同的類型。認識不同的市場類型，有利於生產者與消費者準確地選擇市場，進行業務範圍定位，進而進行產品定位，找到最有利的市場空間。
In brief, market has a variety of types. Understanding different markets helps producers and consumers to choose appropriate markets, locate business scopes and find the most favorable market space based on a good product positioning.
二、市場營銷Marketing
(一)市場營銷的概念Concepts of Marketing
菲利普·科特勒認為，市場營銷是通過創造和交換產品及價值，從而使個人或群體滿足欲望和需要的社會過程和管理過程。它包含兩種含義：作為動詞，指企業的具體活動或行為，這時稱為市場營銷或市場經營；作為名詞，指研究企業的市場營銷活動或行為的學科，稱為市場營銷學、營銷學或市場學等。
Philip Kotler believes that marketing is a social and managerial process by which products and value are created and exchanged to satisfy the wants and needs of individuals and groups. Marketing can be understood as actions-companies' actual activities and behaviors, which is also called Market Management. Marketing can also be understood as a noun-the study of companies' marketing activities and behaviors, which is also called Marketing Discipline.
(二)市場營銷的核心概念Core Concepts of Marketing
1. 需要、欲望及需求Needs, Wants and Demands
1) 需要Needs 
需要是一種感覺缺失的狀態。它包括生理需要和心理需要。對食物、衣服、房屋等的需要屬生理需要；對安全、歸屬感、尊重和自我實現等的需要屬心理需要。市場營銷者不能創造這些需要，而隻能適應它們。 
Human needs are states of felt deprivation, which include basic physical needs and psychological needs. The former includes needs for food, clothing, housing, etc. The latter includes needs for safety, belongingness, esteem, self-actualization, etc. Marketers are not able to create such needs but adapt to them.
2) 欲望Wants
欲望是從需要派生出的一種形式，是文化和個性形成的人類特定需要。不同背景下的消費者欲望不同，如饑餓的美國人可能想要一個漢堡包，中國人可能需要米飯。人的欲望受社會因素及機構因素，諸如職業、團體、家庭、教會等影響。
Wants are the form derived form human needs, which are specific needs shaped by cultures and individual personalities. Consumers with different background have different wants. A hungry American, for example, probably wants a hamburger while a Chinese may want rice. Wants are influenced by social and organizational factors, such as occupations, groups, families and churches.
3) 需求Demands
指有支付能力和購買某種物品的意願。消費者的需要在有購買力作後盾時就成為需求。許多人想購買奧迪牌轎車，但隻有具有支付能力的人纔能購買。
Demands refer to buying power and the willing to buy something. When backed by buying power, wants become demands. Many people want to buy an Audi, but only those who are able to pay can buy such cars. 
2. 產品及相關的效用、價值和滿足Products and Related Utility，Value and Satisfaction
1) 產品Product 
產品是指用來滿足顧客需求和欲望的商品、服務、信息和體驗的組合。產品包括有形產品和無形產品。有形產品是向市場提供的實體和服務的可識別的形像表現，通常表現為產品質量、式樣、品牌以及服務設施、環境等。無形產品或服務是通過其他載體，諸如人、地、活動、組織和觀念等來提供的。當我們感到疲勞時，可以到音樂廳欣賞歌星唱歌(人)，可以到公園去遊玩(地)，可以到室外散步(活動)，可以參加俱樂部活動(組織)或者接受一種新的意識(觀念)。
Product is the combination of goods, services, information and experiences that satisfy the demands or wants of customers. There are tangible and intangible products. Tangible products are physical objects or recognizable forms of services supplied in market, such as quality, style, brand, service equipments or environment, etc. Intangible products provide services through other carriers such as people, places, activities, organizations, ideas, etc. When we feel tired, we could go to concert halls to enjoy singers' singing (people), go to the park (place), walk in the open (activity), participate in clubs (organization) or accept a new notion (idea). 
2) 效用、價值和滿意Utility, Value and Satisfaction 
消費者對產品的選擇，是基於他們對滿足其需要的每種產品的效用的評估。效用是消費者對滿足其需要的產品的全部效能的估價。那麼，如何確定產品的全部效能呢？例如某消費者到某地去的交通工具，可以是自行車、摩托車、汽車、飛機等。這些可供選擇的產品構成了產品的選擇組合。假設某消費者有不同的需求--快速、安全、舒適及價廉，這些就構成了其需求組合。每種產品能滿足其不同的需要。
How consumers choose products depends on their evaluation of the utility from each product that satisfies them. Utility is consumers' evaluation of the whole effectiveness from the product that satisfies them. Then, how to determine the whole effectiveness? For example, if consumer chooses transport means to some place, the options can be a bicycle, a motorcycle, an automobile, an aircraft, etc., which constitute a combination of selection. Suppose a consumer has different needs-speed, safety, comfort and cost saving, which is his selection combination. Each product can meet his different need.
顧客通常會面對能滿足其需要的一繫列產品和服務。怎樣從這些市場供給中加以選擇呢？顧客對各種各樣的市場供給傳遞的價值和滿意度形成期望並據此購買。
Consumers usually face a broad array of products and services that might satisfy a given need. How do they choose among these many market offerings? Customers have expectations about the value and satisfaction that various market offerings will deliver and buy accordingly.
3. 交換、交易和關繫Exchange, Transaction and Relationship
1) 交換Exchange
產品隻有通過交換纔使市場營銷產生。隻有通過等價交換，買賣雙方彼此獲得所需的產品，纔產生市場營銷。很顯然，交換是市場營銷的核心概念。
Only through product exchange can marketing come into being. Through equivalent exchange, both buyers and sellers get the products they need and so marketing comes about. Obviously, exchange is the core concept in marketing.
2) 交易Transaction
如果雙方通過談判並達成協議，交易便發生，交易是交換的基本組成部分。交易是指是以貨幣為媒介的買賣雙方價值的交換。
When an agreement has been reached through negotiation, there occurs a transaction. Transaction is an essential component of exchange. Transaction means value exchange between a buyer and a seller, with currency as a medium.
交易涉及幾個方面，即兩件有價值的物品，雙方同意的條件、時間、地點，還有來維護和迫使交易雙方執行承諾的法律制度。 
Transactions involve the following aspects-two pieces of goods with value, agreed conditions, time, place and legal system that maintains the implementation of the two parties' commitments. 
3) 關繫Relationship
精明能干的市場營銷者都會重視同顧客、分銷商等建立長期、信任和互利的關繫。而這些關繫要靠不斷承諾及為對方提供高質量產品、良好服務及公平價格來實現，靠雙方加強經濟、技術及社會聯繫來實現。關繫營銷可以減少交易費用和時間，最好的交易是使協商成為慣例化。
Capable marketers think it important to establish long-term, trusting and mutually beneficial relationships with customers and distributors. These relationships depend on constant commitments and supply of high quality products, good services and fair prices. The relationships also depend on the economical, technical and social ties between two parties. Relationship marketing can reduce transaction cost and time, and the best transaction is the one that makes consultation practices.
4. 市場、市場營銷及市場營銷者Market, Marketing and Marketer
1) 市場Market 
市場是由有特定需求或欲求並且可以通過交換來滿足其需求滿足的潛在顧客所組成的。一般說來，市場是買賣雙方進行交換的場所。從市場營銷學的角度來看，賣方組成行業，買方組成市場。行業和市場構成了一個簡單的市場營銷繫統。 
Markets are made up of potential customers who have specific needs or wants and may meet their needs or wants through exchange. In general, markets are places where buyers and sellers trade. From the view of marketing principle, sellers make up the industries and buyers make up the markets. Industries and markets constitute a simple marketing system.
2) 市場營銷及市場營銷者Marketing and Marketer
市場營銷是指與市場有關的人類活動，即為滿足消費者需求和欲望而利用市場來實現潛在交換的活動，是一種社會的和管理的過程。 
Marketing means human activities related to markets, i.e., activities that aim to