本書依據國家教育部高等學校本科專業教材編寫的基本要求，從中國市場營銷活動的實際情況與高等院校經管類人才的培養目標及特點出發，使用中英雙語介紹市場營銷學的基本理論與政策，系統地闡述了市場營銷學的基本原理、基本方法及營銷策略，并盡力融入實用性、前沿性、中國化的新內容。使讀者在掌握市場營銷基本原理和方法的同時，把握市場營銷發展的趨勢，掌握相關專業知識的英文表達，從而提高專業能力和英文水平。
本書可作為高等院校市場營銷專業的教材，也可供從事涉外市場營銷工作的人士參考。
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，教材建設卻明顯滯后，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才，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。
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，它始于產品生產之前，并一直延續到產品售出以后，貫穿于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系列商務活動。企業的成功并不是取決于生產而是取決于顧客，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，屬商品經濟的范疇。哪里存在商品交換，哪里就有市場。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，并且能夠通過交換得到滿足。因而，市場規模取決于具有這種需要及支付能力、并且愿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，有支付能力的需求才促成有意義的市場。購買欲望是顧客購買商品的動機、愿望或要求，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，只有三者結合起來，才能構成現實的市場，才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只有一家企業，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.
壟斷競爭市場是介于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余地較大，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，是指在一國范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、洲別市場等都屬于國際市場。
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、人才市場等。
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.
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