本书依据国家教育部高等学校本科专业教材编写的基本要求，从中国市场营销活动的实际情况与高等院校经管类人才的培养目标及特点出发，使用中英双语介绍市场营销学的基本理论与政策，系统地阐述了市场营销学的基本原理、基本方法及营销策略，并尽力融入实用性、前沿性、中国化的新内容。使读者在掌握市场营销基本原理和方法的同时，把握市场营销发展的趋势，掌握相关专业知识的英文表达，从而提高专业能力和英文水平。
本书可作为高等院校市场营销专业的教材，也可供从事涉外市场营销工作的人士参考。
随着双语教学的不断深入，市场营销课程已成为高等院校双语教学改革试点中的亮点和热点。然而，教材建设却明显滞后，相关专业的学生缺乏专门、适用的教材，严重制约了学生岗位职业能力的发展。为了能够培养出复合型、应用型、涉外型的市场营销的专门人才，编写适合高等院校学生使用的教材对进一步提高高等院校市场营销专业双语教学的质量有着十分重要的意义。
本书在比较分析现存双语教材的种类和特点的基础上，通过探索双语教材选择和使用的标准，为双语教学提供理论支持。本书以市场营销基础知识为主体，以涉外市场营销专业培养目标为编写方向，以市场营销学为支撑，强调英语与市场营销学的融合。教材立意新颖，具有很强的针对性、实用性、适用性。
第一章 认识市场营销活动
What Is Marketing
【学习目标】
1. 市场的概念及市场分类；
2. 市场营销的核心概念；
3. 市场营销观念的演进。
Learning Objectives
1. Concept and types of markets;
2. Core concepts of marketing;
3. Evolution of marketing concepts.
市场营销不是企业经营活动的某一方面，它始于产品生产之前，并一直延续到产品售出以后，贯穿于企业经营活动的全过程。它是企业在占领市场、扩大销售、实现预期目标的过程中所进行的一系列商务活动。企业的成功并不是取决于生产而是取决于顾客，因此，树立现代市场营销观念、正确认识市场营销活动是成功开展营销活动的前提和基础。
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.
第一节 市场与市场营销概述
An Overview of Market and Marketing
一、市场Market
(一)市场的概念Concept of Market
市场是社会生产分工、商品生产与商品交换的产物，属商品经济的范畴。哪里存在商品交换，哪里就有市场。市场的含义是随着商品经济的发展而不断延伸的。
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.
美国著名营销学家菲利普·科特勒认为；"市场是指某种产品的实际购买者和潜在购买者的集合。这些购买者有某种欲望或需要，并且能够通过交换得到满足。因而，市场规模取决于具有这种需要及支付能力、并且愿意进行交换的人的数量。"
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.
市场是人口、购买力、购买欲望三要素的集合体。
Market is an aggregate of population, purchasing power and purchasing desire.
其中，人口指的是对产品有现实和潜在需要的人，是构成市场的最基本的要素。购买力是顾客支付货币、购买商品或服务的能力。购买力是构成市场的重要因素，有支付能力的需求才促成有意义的市场。购买欲望是顾客购买商品的动机、愿望或要求，是顾客把潜在购买力变成现实购买力的重要条件。市场的三个要素相互制约，缺一不可，只有三者结合起来，才能构成现实的市场，才能决定市场的规模和容量。
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)市场的分类Types of Market
市场按不同的标准可以划分为各种不同的类型。不同的市场类型，有其不同的交换内容及其具体的需求与特点。
Market can be divided into various types by different standards. Different markets have different exchange contents, specific needs and characteristics.
1. 按竞争程度划分Divided by Competition Degree
按照竞争程度划分，市场有完全竞争市场、完全垄断市场、垄断竞争市场和寡头垄断市场。
Based on competition degree, there are fully competitive market, monopoly market, monopolistic competition market, and oligopoly market.
完全竞争市场是指竞争不受任何干扰的市场，它意味着市场中产品价格稳定，产品质量相同，要素转移自由，信息传递迅速。理想的完全竞争市场实际上是不存在的。在现实生活中，农产品市场比较接近完全竞争市场的情况。
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.
完全垄断市场是指整个产业只有一家企业，它的产品没有任何替代品，其他企业无法进入该产业。完全垄断企业能够操纵整个产业的产品和价格，该企业就是代表产业。形成完全垄断的原因主要有自然垄断、原料控制、专利权和政府特许。
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.
垄断竞争市场是介于完全竞争市场和完全垄断市场之间的市场。垄断竞争市场的主要特点是：一切同类商品之间存在差别，市场上有很多同类企业，企业进入市场比较容易，比如一般日用工业品。垄断竞争对消费者的满足程度最高，在一定的价格水平下消费者对商品的选择余地较大，它是目前经济生活中普遍存在的市场结构。
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.
寡头垄断市场是指一种产品在拥有大量消费者或用户的情况下，由少数几家大企业控制绝大部分的商品生产经营量，剩下的一小部分产品量则由众多的小企业去生产经营。产生这种市场的主要原因是资源的有限性、技术的先进性、资本规模的集中性以及规模经济效益所形成的排他性, 诸如钢铁、石油、航空等领域。
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. 按流通区域划分Divided by Circulation Regions
按商品流通区域划分，市场可分为国内市场和国际市场。
Based on circulation regions, there are domestic and international markets.
国内市场，是指在一国范围内可使商品和劳务发生转移的区域市场。国内市场的发展与繁荣，不仅能够促进本国经济的发展，而且能为发展对外贸易、进入国际市场提供牢固的基础与条件。国内市场又可分为省区市场、城乡市场等。
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.
国际市场，是指越出本国国境与其他国家进行贸易活动所形成的多国间市场。国别市场、贸易集团区域市场、洲别市场等都属于国际市场。
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. 按产品形态划分Divided by Product Forms
市场按产品形态划分，可分为有形产品市场与无形产品市场。
Based on product forms, there are tangible product market and intangible product market.
有形产品市场是指具有物质形态的商品市场，它包括工业品商品市场与农产品商品市场。工业品商品市场可分为轻工商品市场、机械商品市场、零配件商品市场、生产设施商品市场等市场；农产品商品市场可分为种植类、养殖类、林产类等商品市场。
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.
无形产品市场是指不提供有形的物质产品，而通过交换提供各种形式的服务，用以满足非物质消费需求的市场。在无形产品市场中，又可分为劳务市场、服务市场、信息市场等市场。
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. 按产品用途划分Divided by Product Uses
市场按产品用途划分，可分为消费者市场与生产者市场，实际上也就是生活消费品市场与生产消费品市场。
Based on product uses, there are consumer market and industry market, which are actually markets for consumer goods and industrial goods.
消费者市场是指居民生活消费品的商品市场，可分为食品市场、日用工业品市场、服装市场、家具市场等生活消费品市场。
Consumer market is for consumer goods, which includes food market, daily-use industrial products market, clothing market, furniture market, etc.
生产者市场是指生产者所需的各种生产资料的商品市场。生产者市场包括原材料、生产工具、生产设施、肥料、种子等生产消费品商品市场。
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. 按生产要素划分Divided by Production Factors
市场按产品生产过程中所需的基本生产要素划分，可分为物质产品市场、资金市场、劳动力市场、科技市场、信息市场、服务市场、房地产市场等要素市场。
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.
物质产品市场是指生产活动所需的原材料、生产工具、生产设施等生产资料商品市场。
Material product market is for raw materials, production tools, production facilities and so on.
资金市场是指进行生产经营活动所需资金的交易市场，可分为资金借贷市场、证券市场、股票市场等资金市场。
Capital market is for funds needed in production and business activities, which includes capital lending, securities, stocks and other financial markets.
劳动力市场是指进行生产活动所需劳动力的交易市场，可分为零用工市场、人才市场等。
Labor market is for labor exchange required in production activities. They can be markets for flexible employment and human resources market, etc.
科技市场是指进行生产活动所需科学技术的交易市场，可分为科技成果转让市场、科技成果出租市场等。
Science and technology market is for technology exchange needed in production activities, including transfer and rental markets for scientific and technological achievements.
信息市场是指进行生产经营活动所需各种信息的交易市场，可分为科技信息市场、商品供求信息市场、竞争者信息市场、社会经济发展信息市场以及网络信息市场等。
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.
新书资讯