专业英语复习资料

Unit 1 Introduction of Marketing一、the discovery and development of marketingI . *Period of Discovery (1900-1920)*Industrial Revolution*A seller's market where demand exceeds supplyII . *Period of Functional Study (1921-1945)Marketing functional study was the characteristic at this stage.The book "Principles of Marketing" t hat Clark published in 1942 innovated functional study to some extent.III. *Period of Formalization and Consolidation (1946-1955)"Marketing in the American Economy" by Valle, Grether, and Cox was published in 1952 Maynard and Beckman defined the term marketingMaynard summarized five different approaches to marketing studiesthe principles of marketing and approaches to its study had already been summed up in this period.Traditional marketing took shape then.IV. Period of Management-Oriented Marketing(1956-1965)top representative scholars in this period: Wroe Alderson, John. A. Howard, E. J. McCarthy. Wroe Alderson—— advanced the term "func tionalism“Alderson saw that mathematical models and quantitative techniques could be used to research and analyze consumer taste, the size of advertising budgets and sales forces, and in distributing marketing messages across media — techniques that helped create the field of market research. Wharton built a more scientific basis for marketing research and became a major force in applying analytic models to marketing challenges.John. A. HowardHoward took the lead in proposing and describing the marketing theory and its application in terms of marketing management.E. J. McCarthyMcCarthy brought up new opinions on marketing management In 1960, McCarthy reduced the Marketing Mix to 4 elements：4PsHe regarded consumers as a specific group, namely "target market"V. Period of Coordination and Development (Since 1966)The marketing theory became more mature in this period.Marketing was separated from economics gradually and combined with theories such as management science, behavior science, psychology, social psychology, and so on.George S. Downing : Introduced the systematic approach to marketing studies.considered a company as a marketing system.company exists in a big structure comprised by markets, resources, and all kinds of social organizations.Philip Kotler:published a book ："Marketing Management: Analysis, Planning, and Control" in 1967,in which modern marketing theories were discussed to a greater extent and more systematically.its essence is demand management.put forward the "Mega Marketing" theory in 1984trade protectionism：state of closing markets appeared in domestic and international market adding 2Ps--political power and public relations--to original 4Ps.二、Defining MarketingMarketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with othersMore simply: Marketing is the delivery of customer satisfaction at a profit个人和团体通过创造及与他人交换产品和价值来获得他们欲求的东西的社会和管理过程。

三、need、want、demandhuman needs ——The most basic concept underlying marketing. Human needs are states of felt deprivation . These needs are not invented by marketers; they are *a basic part of the human makeup.basic physical needs for food, clothing, shelter, and safetysocial needs for belonging and affection individual needs for knowledge and self-expression. Want：culture and individual personality unlimited wants, but have limited resources. Demand：When backed by buying power, wants become demands. Consumers view products as bundles of benefits and choose products that give them the best bundle for their money.四、custom value and customer satisfactionCustomer value is the difference between the values that the customer gains from owning and using a product and the costs of obtaining the product.Customer satisfaction is the extent to which a product‘s perceived performance 表现，性能matches a buyer's expectations.If the product's performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted.五、TQM and ROQTotal quality management (TQM)is an approach in which all the company's people are involved in constantly improving the quality of products, services, and business processes. "return on quality" (ROQ).They make certain that the quality they offer is the quality that customers want. This quality, in turn, yields returns in the form of improved sales and profits.六、.Five conditions of exchange①There are at least two parties.②Each party has something that might be of value to the other party.③Each party is capable of communication and delivery.④Each party is free to accept or reject the exchange offer.⑤Each party believes it is appropriate or desirable to deal with the other party.七、Transactions：conditions①A transaction consists of a value trade between two or more parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement.②And usually a legal system arises to support and enforce compliance on the part of the transactor.③Without a law of contracts, people would approach transactions with some distrust, and everyone would lose.八、marketing managementthe analysis, planning, implementation, and control of programs designed to create, build, andmaintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.企业为实现其目标，创造、建立并保持与目标市场之间的互利交换关系而进行的分析、计划、执行与控制过程。