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1、外文翻译原文MaterialSource:MarketingManagementAuthor:Philip·KotlerInfact,wecandistinguishthreestagesthroughwhichmarketingpracticemightpass:1.Entrepreneurialmarketing:Mostcompaniesarestartedbyindividualswhovisualizeanopportunityandknockoneverydoortogainattention.JimKoc
2、h,founderofBostonBeerCompany,whoseSamuelAdamsbeerhasbecomeatop-selling“craft”beer,startedoutin1984carryingbottlesofSamuelAdamsfrombartobartopersuadebartenderstocarryit.For10years,hesoldhisbeerthroughdirectsellingandgrassrootspublicrelations.Todayhisbusinesspulls
3、innearly$200million,makingittheleaderintheU.S.craftbeermarket.22.Formulatedmarketing:Assmallcompaniesachievesuccess,theyinevitablymovetowardmoreformulatedmarketing.BostonBeerrecentlybegana$15milliontelevisionadvertisingcampaign.Thecompanynowemploysmorethat175sal
4、espeopleandhasamarketingdepartmentthatcarriesonmarketresearch,adoptingsomeofthetoolsusedinprofessionallyrunmarketingcompanies.3.Intrepreneurialmarketing:Manylargecompaniesgetstuckinformulatedmarketing,poringoverthelatestratings,scanningresearchreports,tryingtofi
5、ne-tunedealerrelationsandadvertisingmessages.Thesecompanieslackthecreativityandpassionoftheguerrillamarketersintheentrepreneurialstage.3Theirbrandandproductmanagersneedtostartlivingwiththeircustomersandvisualizingnewwaystoaddvaluetotheircustomers’lives.Thebottom
6、lineisthateffectivemarketingcantakemanyforms.Althoughitiseasiertolearntheformulatedside(whichwilloccupymostofourattentioninthisbook),wewillalsoseehowcreativityandpassioncanbeusedbytoday’sandtomorrow’smarketingmanagers.MarketersandProspectsAmarketerissomeonewhois
7、seekingaresponse(attention,apurchase,avote,adonation)fromanotherparty,calledtheprospect.Iftwopartiesareseekingtosellsomethingtoeachother,botharemarketers.9Needs,Wants,andDemandsThesuccessfulmarketerwilltrytounderstandthetargetmarket’sneeds,wants,anddemands.Needs
8、describebasichumanrequirementssuchasfood,air,water,clothing,andshelter.Peoplealsohavestrongneedsforrecreation,education,andentertain-ment.Theseneedsbecomewantswhenthe
