第一章 認(rèn)識(shí)市場(chǎng)營(yíng)銷活動(dòng)
What Is Marketing
　　【學(xué)習(xí)目標(biāo)】
　　1. 市場(chǎng)的概念及市場(chǎng)分類；
　　2. 市場(chǎng)營(yíng)銷的核心概念；
　　3. 市場(chǎng)營(yíng)銷觀念的演進(jìn)。
　　Learning Objectives
　　1. Concept and types of markets;
　　2. Core concepts of marketing;
　　3. Evolution of marketing concepts.
　　市場(chǎng)營(yíng)銷不是企業(yè)經(jīng)營(yíng)活動(dòng)的某一方面，它始于產(chǎn)品生產(chǎn)之前，并一直延續(xù)到產(chǎn)品售出以后，貫穿于企業(yè)經(jīng)營(yíng)活動(dòng)的全過(guò)程。它是企業(yè)在占領(lǐng)市場(chǎng)、擴(kuò)大銷售、實(shí)現(xiàn)預(yù)期目標(biāo)的過(guò)程中所進(jìn)行的一系列商務(wù)活動(dòng)。企業(yè)的成功并不是取決于生產(chǎn)而是取決于顧客，因此，樹(shù)立現(xiàn)代市場(chǎng)營(yíng)銷觀念、正確認(rèn)識(shí)市場(chǎng)營(yíng)銷活動(dòng)是成功開(kāi)展?fàn)I銷活動(dòng)的前提和基礎(chǔ)。
　　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(jié)　市場(chǎng)與市場(chǎng)營(yíng)銷概述
An Overview of Market and Marketing
一、市場(chǎng)Market
　　(一)市場(chǎng)的概念Concept of Market
　　市場(chǎng)是社會(huì)生產(chǎn)分工、商品生產(chǎn)與商品交換的產(chǎn)物，屬商品經(jīng)濟(jì)的范疇。哪里存在商品交換，哪里就有市場(chǎng)。市場(chǎng)的含義是隨著商品經(jīng)濟(jì)的發(fā)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(guó)著名營(yíng)銷學(xué)家菲利普·科特勒認(rèn)為；"市場(chǎng)是指某種產(chǎn)品的實(shí)際購(gòu)買者和潛在購(gòu)買者的集合。這些購(gòu)買者有某種欲望或需要，并且能夠通過(guò)交換得到滿足。因而，市場(chǎng)規(guī)模取決于具有這種需要及支付能力、并且愿意進(jìn)行交換的人的數(shù)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(chǎng)是人口、購(gòu)買力、購(gòu)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(duì)產(chǎn)品有現(xiàn)實(shí)和潛在需要的人，是構(gòu)成市場(chǎng)的最基本的要素。購(gòu)買力是顧客支付貨幣、購(gòu)買商品或服務(wù)的能力。購(gòu)買力是構(gòu)成市場(chǎng)的重要因素，有支付能力的需求才促成有意義的市場(chǎng)。購(gòu)買欲望是顧客購(gòu)買商品的動(dòng)機(jī)、愿望或要求，是顧客把潛在購(gòu)買力變成現(xiàn)實(shí)購(gòu)買力的重要條件。市場(chǎng)的三個(gè)要素相互制約，缺一不可，只有三者結(jié)合起來(lái)，才能構(gòu)成現(xiàn)實(shí)的市場(chǎng)，才能決定市場(chǎng)的規(guī)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(chǎng)的分類Types of Market
　　市場(chǎng)按不同的標(biāo)準(zhǔn)可以劃分為各種不同的類型。不同的市場(chǎng)類型，有其不同的交換內(nèi)容及其具體的需求與特點(diǎn)。
　　Market can be divided into various types by different standards. Different markets have different exchange contents, specific needs and characteristics.
　　1. 按競(jìng)爭(zhēng)程度劃分Divided by Competition Degree
　　按照競(jìng)爭(zhēng)程度劃分，市場(chǎng)有完全競(jìng)爭(zhēng)市場(chǎng)、完全壟斷市場(chǎng)、壟斷競(jìng)爭(zhēng)市場(chǎng)和寡頭壟斷市場(chǎng)。
　　Based on competition degree, there are fully competitive market, monopoly market, monopolistic competition market, and oligopoly market.
　　完全競(jìng)爭(zhēng)市場(chǎng)是指競(jìng)爭(zhēng)不受任何干擾的市場(chǎng)，它意味著市場(chǎng)中產(chǎn)品價(jià)格穩(wěn)定，產(chǎn)品質(zhì)量相同，要素轉(zhuǎn)移自由，信息傳遞迅速。理想的完全競(jìng)爭(zhēng)市場(chǎng)實(shí)際上是不存在的。在現(xiàn)實(shí)生活中，農(nóng)產(chǎn)品市場(chǎng)比較接近完全競(jìng)爭(zhēng)市場(chǎng)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(chǎng)是指整個(gè)產(chǎn)業(yè)只有一家企業(yè)，它的產(chǎn)品沒(méi)有任何替代品，其他企業(yè)無(wú)法進(jìn)入該產(chǎn)業(yè)。完全壟斷企業(yè)能夠操縱整個(gè)產(chǎn)業(yè)的產(chǎn)品和價(jià)格，該企業(yè)就是代表產(chǎn)業(yè)。形成完全壟斷的原因主要有自然壟斷、原料控制、專利權(quán)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(jìng)爭(zhēng)市場(chǎng)是介于完全競(jìng)爭(zhēng)市場(chǎng)和完全壟斷市場(chǎng)之間的市場(chǎng)。壟斷競(jìng)爭(zhēng)市場(chǎng)的主要特點(diǎn)是：一切同類商品之間存在差別，市場(chǎng)上有很多同類企業(yè)，企業(yè)進(jìn)入市場(chǎng)比較容易，比如一般日用工業(yè)品。壟斷競(jìng)爭(zhēng)對(duì)消費(fèi)者的滿足程度最高，在一定的價(jià)格水平下消費(fèi)者對(duì)商品的選擇余地較大，它是目前經(jīng)濟(jì)生活中普遍存在的市場(chǎng)結(jié)構(gòu)。
　　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(chǎng)是指一種產(chǎn)品在擁有大量消費(fèi)者或用戶的情況下，由少數(shù)幾家大企業(yè)控制絕大部分的商品生產(chǎn)經(jīng)營(yíng)量，剩下的一小部分產(chǎn)品量則由眾多的小企業(yè)去生產(chǎn)經(jīng)營(yíng)。產(chǎn)生這種市場(chǎng)的主要原因是資源的有限性、技術(shù)的先進(jìn)性、資本規(guī)模的集中性以及規(guī)模經(jīng)濟(jì)效益所形成的排他性, 諸如鋼鐵、石油、航空等領(lǐng)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(qū)域劃分Divided by Circulation Regions
　　按商品流通區(qū)域劃分，市場(chǎng)可分為國(guó)內(nèi)市場(chǎng)和國(guó)際市場(chǎng)。
　　Based on circulation regions, there are domestic and international markets.
　　國(guó)內(nèi)市場(chǎng)，是指在一國(guó)范圍內(nèi)可使商品和勞務(wù)發(fā)生轉(zhuǎn)移的區(qū)域市場(chǎng)。國(guó)內(nèi)市場(chǎng)的發(fā)展與繁榮，不僅能夠促進(jìn)本國(guó)經(jīng)濟(jì)的發(fā)展，而且能為發(fā)展對(duì)外貿(mào)易、進(jìn)入國(guó)際市場(chǎng)提供牢固的基礎(chǔ)與條件。國(guó)內(nèi)市場(chǎng)又可分為省區(qū)市場(chǎng)、城鄉(xiāng)市場(chǎng)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(guó)際市場(chǎng)，是指越出本國(guó)國(guó)境與其他國(guó)家進(jìn)行貿(mào)易活動(dòng)所形成的多國(guó)間市場(chǎng)。國(guó)別市場(chǎng)、貿(mào)易集團(tuán)區(qū)域市場(chǎng)、洲別市場(chǎng)等都屬于國(guó)際市場(chǎng)。
　　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(chǎn)品形態(tài)劃分Divided by Product Forms
　　市場(chǎng)按產(chǎn)品形態(tài)劃分，可分為有形產(chǎn)品市場(chǎng)與無(wú)形產(chǎn)品市場(chǎng)。
　　Based on product forms, there are tangible product market and intangible product market.
　　有形產(chǎn)品市場(chǎng)是指具有物質(zhì)形態(tài)的商品市場(chǎng)，它包括工業(yè)品商品市場(chǎng)與農(nóng)產(chǎn)品商品市場(chǎng)。工業(yè)品商品市場(chǎng)可分為輕工商品市場(chǎng)、機(jī)械商品市場(chǎng)、零配件商品市場(chǎng)、生產(chǎn)設(shè)施商品市場(chǎng)等市場(chǎng)；農(nóng)產(chǎn)品商品市場(chǎng)可分為種植類、養(yǎng)殖類、林產(chǎn)類等商品市場(chǎng)。
　　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(wú)形產(chǎn)品市場(chǎng)是指不提供有形的物質(zhì)產(chǎn)品，而通過(guò)交換提供各種形式的服務(wù)，用以滿足非物質(zhì)消費(fèi)需求的市場(chǎng)。在無(wú)形產(chǎn)品市場(chǎng)中，又可分為勞務(wù)市場(chǎng)、服務(wù)市場(chǎng)、信息市場(chǎng)等市場(chǎng)。
　　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(chǎn)品用途劃分Divided by Product Uses
　　市場(chǎng)按產(chǎn)品用途劃分，可分為消費(fèi)者市場(chǎng)與生產(chǎn)者市場(chǎng)，實(shí)際上也就是生活消費(fèi)品市場(chǎng)與生產(chǎn)消費(fèi)品市場(chǎng)。
　　Based on product uses, there are consumer market and industry market, which are actually markets for consumer goods and industrial goods.
　　消費(fèi)者市場(chǎng)是指居民生活消費(fèi)品的商品市場(chǎng)，可分為食品市場(chǎng)、日用工業(yè)品市場(chǎng)、服裝市場(chǎng)、家具市場(chǎng)等生活消費(fèi)品市場(chǎng)。
　　Consumer market is for consumer goods, which includes food market, daily-use industrial products market, clothing market, furniture market, etc.
　　生產(chǎn)者市場(chǎng)是指生產(chǎn)者所需的各種生產(chǎn)資料的商品市場(chǎng)。生產(chǎn)者市場(chǎng)包括原材料、生產(chǎn)工具、生產(chǎn)設(shè)施、肥料、種子等生產(chǎn)消費(fèi)品商品市場(chǎng)。
　　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(chǎn)要素劃分Divided by Production Factors
　　市場(chǎng)按產(chǎn)品生產(chǎn)過(guò)程中所需的基本生產(chǎn)要素劃分，可分為物質(zhì)產(chǎn)品市場(chǎng)、資金市場(chǎng)、勞動(dòng)力市場(chǎng)、科技市場(chǎng)、信息市場(chǎng)、服務(wù)市場(chǎng)、房地產(chǎn)市場(chǎng)等要素市場(chǎng)。
　　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(zhì)產(chǎn)品市場(chǎng)是指生產(chǎn)活動(dòng)所需的原材料、生產(chǎn)工具、生產(chǎn)設(shè)施等生產(chǎn)資料商品市場(chǎng)。
　　Material product market is for raw materials, production tools, production facilities and so on.
　　資金市場(chǎng)是指進(jìn)行生產(chǎn)經(jīng)營(yíng)活動(dòng)所需資金的交易市場(chǎng)，可分為資金借貸市場(chǎng)、證券市場(chǎng)、股票市場(chǎng)等資金市場(chǎng)。
　　Capital market is for funds needed in production and business activities, which includes capital lending, securities, stocks and other financial markets.
　　勞動(dòng)力市場(chǎng)是指進(jìn)行生產(chǎn)活動(dòng)所需勞動(dòng)力的交易市場(chǎng)，可分為零用工市場(chǎng)、人才市場(chǎng)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(chǎng)是指進(jìn)行生產(chǎn)活動(dòng)所需科學(xué)技術(shù)的交易市場(chǎng)，可分為科技成果轉(zhuǎn)讓市場(chǎng)、科技成果出租市場(chǎng)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(chǎng)是指進(jìn)行生產(chǎn)經(jīng)營(yíng)活動(dòng)所需各種信息的交易市場(chǎng)，可分為科技信息市場(chǎng)、商品供求信息市場(chǎng)、競(jìng)爭(zhēng)者信息市場(chǎng)、社會(huì)經(jīng)濟(jì)發(fā)展信息市場(chǎng)以及網(wǎng)絡(luò)信息市場(chǎng)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.