第一章 認(rèn)識市場營銷活動
What Is Marketing
　　【學(xué)習(xí)目標(biāo)】
　　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(jìn)。
　　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(yè)經(jīng)營活動的某一方面，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)營活動的全過程。它是企業(yè)在占領(lǐng)市場、擴(kuò)大銷售、實(shí)現(xiàn)預(yù)期目標(biāo)的過程中所進(jìn)行的一系列商務(wù)活動。企業(yè)的成功并不是取決于生產(chǎn)而是取決于顧客，因此，樹立現(xiàn)代市場營銷觀念、正確認(rèn)識市場營銷活動是成功開展?fàn)I銷活動的前提和基礎(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(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。市場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.
　　美國著名營銷學(xué)家菲利普·科特勒認(rèn)為；"市場是指某種產(chǎn)品的實(shí)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(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(chǎn)品有現(xiàn)實(shí)和潛在需要的人，是構(gòu)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(wù)的能力。購買力是構(gòu)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(jī)、愿望或要求，是顧客把潛在購買力變成現(xiàn)實(shí)購買力的重要條件。市場的三個(gè)要素相互制約，缺一不可，只有三者結(jié)合起來，才能構(gòu)成現(xiàn)實(shí)的市場，才能決定市場的規(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)市場的分類Types of Market
　　市場按不同的標(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(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。理想的完全競爭市場實(shí)際上是不存在的。在現(xiàn)實(shí)生活中，農(nóng)產(chǎn)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(gè)產(chǎn)業(yè)只有一家企業(yè)，它的產(chǎn)品沒有任何替代品，其他企業(yè)無法進(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(diǎn)是：一切同類商品之間存在差別，市場上有很多同類企業(yè)，企業(yè)進(jìn)入市場比較容易，比如一般日用工業(yè)品。壟斷競爭對消費(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。產(chǎn)生這種市場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，市場可分為國內(nèi)市場和國際市場。
　　Based on circulation regions, there are domestic and international markets.
　　國內(nèi)市場，是指在一國范圍內(nèi)可使商品和勞務(wù)發(fā)生轉(zhuǎn)移的區(qū)域市場。國內(nèi)市場的發(fā)展與繁榮，不僅能夠促進(jìn)本國經(jīng)濟(jì)的發(fā)展，而且能為發(fā)展對外貿(mào)易、進(jìn)入國際市場提供牢固的基礎(chǔ)與條件。國內(nèi)市場又可分為省區(qū)市場、城鄉(xiāng)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(jìn)行貿(mào)易活動所形成的多國間市場。國別市場、貿(mào)易集團(tuán)區(qū)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(chǎn)品形態(tài)劃分Divided by Product Forms
　　市場按產(chǎn)品形態(tài)劃分，可分為有形產(chǎn)品市場與無形產(chǎn)品市場。
　　Based on product forms, there are tangible product market and intangible product market.
　　有形產(chǎn)品市場是指具有物質(zhì)形態(tài)的商品市場，它包括工業(yè)品商品市場與農(nóng)產(chǎn)品商品市場。工業(yè)品商品市場可分為輕工商品市場、機(jī)械商品市場、零配件商品市場、生產(chǎn)設(shè)施商品市場等市場；農(nóng)產(chǎn)品商品市場可分為種植類、養(yǎng)殖類、林產(chǎn)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(chǎn)品市場是指不提供有形的物質(zhì)產(chǎn)品，而通過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。在無形產(chǎn)品市場中，又可分為勞務(wù)市場、服務(wù)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(chǎn)品用途劃分Divided by Product Uses
　　市場按產(chǎn)品用途劃分，可分為消費(fèi)者市場與生產(chǎn)者市場，實(shí)際上也就是生活消費(fèi)品市場與生產(chǎn)消費(fèi)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(fèi)者市場是指居民生活消費(fèi)品的商品市場，可分為食品市場、日用工業(yè)品市場、服裝市場、家具市場等生活消費(fèi)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(chǎn)者市場是指生產(chǎn)者所需的各種生產(chǎn)資料的商品市場。生產(chǎn)者市場包括原材料、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。
　　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
　　市場按產(chǎn)品生產(chǎn)過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、資金市場、勞動力市場、科技市場、信息市場、服務(wù)市場、房地產(chǎn)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(zhì)產(chǎn)品市場是指生產(chǎn)活動所需的原材料、生產(chǎn)工具、生產(chǎn)設(shè)施等生產(chǎn)資料商品市場。
　　Material product market is for raw materials, production tools, production facilities and so on.
　　資金市場是指進(jìn)行生產(chǎn)經(jīng)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(jìn)行生產(chǎn)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(jìn)行生產(chǎn)活動所需科學(xué)技術(shù)的交易市場，可分為科技成果轉(zhuǎn)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(jìn)行生產(chǎn)經(jīng)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(jīng)濟(jì)發(fā)展信息市場以及網(wǎng)絡(luò)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.