實(shí)踐下的營(yíng)銷(xiāo)再聚焦產(chǎn)品營(yíng)銷(xiāo)的角色轉(zhuǎn)變[外文翻譯]

1、畢業(yè)論文（設(shè)計(jì)）外文翻譯題目：體驗(yàn)營(yíng)銷(xiāo)在一、外文原文標(biāo)題：Refocusingmarketingtoreflectpractice:Thechangingroleofmarketingfbusiness原文：TheevolutionofthemarketingconceptOnecouldsaythatitallstartedwithDrucker(1954).Druckerstatedthat:...marketingistheuni

2、quefunctionofbusiness...itisthewholebusinessseenfromthecustomer’spointofview.Concernresponsibilityfmarketingmustpermeateallareasoftheenterprise(Drucker1954p.36).Inessencethiswasthebirthofmodernmarketing.Keith(1960)kicked

3、offtheearlymarketingrevolutiontheactualbeliefsystemofmarketing.Hedocumentedtheproductionproductientation(19001930)thesellingientation(19301950)finallythemarketingientation(1950topresent).Levitt(1960)introducedthenotionof

4、marketingmyopiawhichcapturestheveryessenceofthepresentdaymarketingconcept.KotlerLevy(1969)thensetaboutbroadeningthemarketingdomainstatingthatmarketingisanallpervasiveactivity.Theysuggestedthatthewds“product”“consumer”“to

5、olkit”hadtoberedefined.Kotler(1972)thenreiteratedthebroadeningdebatetothisdaytherearestilldebatesastowhethernotthemarketingconceptisapplicable.Whetheronefindspopularmarketing’sphraseologyseductiverepulsivejustvacuousonec

6、annotdenymarketing’s“outouttriumphinthemarketplaceofideas”(Brown1995).Marketing’sexpansivelybroadeningbeam(KotlerLevy1969Hunt1976)hascloseditsampleflesharoundpracticallyeveryideaofcommercialganisationallife(Hackley2001).

7、Inthisregardasasuperdinateprincipleembracingallhumanexchangemarketingbecomesnolessthanauniversalisedsynonymfganisedhumanexchange.ButhavethecountlessdefinitionsargumentsonthemarketingconceptactuallyhelpedpractitionersTheb

8、roadeningdebatehasbeenwelldocumentedintheliterature–thatisnottheproblem.(2001)statedboldlyclearly“tmentyourcustomers(they’llloveit)”.Thisisafundamentalshiftawayfromthetraditionaldoctrinesofthemarketingtexts.Butdoesitwkin

9、practiceTheessenceofretromarketingisfoundedintheprinciplethat:...consumersaresickofbeingperedto...theyyearntobeteasedtantalisedtturedbymarketerstheirwares...justlikeinthegoodolddays(Brown2001).Brownhasaproblemwiththenoti

10、onofcustomercentricity.Hestatedthat:...customersdonotknowwhattheywant...theyneverhave...theyneverwill...thewretchesdon’tevenknowwhattheydon’twant...(Brown2001).Hisretromarketingpaperisfullofverycleverobservationsoneswhic

11、hareeasilyobservable.Hestatesthat:...amindlessdevotiontocustomersmeansmetooproductscopycatadvertisingcampaignsmarketplacestagnation(Brown2001).Furthermehehintsthatthemodernmarketingphilosophyisoverplayed:...whateverpeopl

12、ewanttheydonotwantkowtowingfromthecompaniesthatmarkettothem.Theydonotwantustoprostrateourselvesinfrontofthemtopromisetolovethemtilldeathdouspart.They’dmuchratherbeteasedtantalizedtmentedbydeliciouslyinsatiabledesire(Brow

13、n2001).TothisendBrownintroducestheconceptofretromarketing.Althoughafmaldefinitionisstillinprogressretromarketingmaybeseenasarevivalrelaunchofaproductservicefromaprihisticalperiod.Theprinciplesofthisparadigmaresimpletothe

14、point.Marketersgetmebyplayinghardtogetassuchretromarketingrepresentstheveryantithesisofmodernmarketing(Brown2001).Acursyobservationofthemarketplaceprovidesexamplesthatretromarketingisbeingconducted:cars(VWBeetle)clothing

15、(that1970slook)furnishing(theartdecolook).Brownalsostatedthatretromarketingwksbecause:...peoplearen’tjustsuckersfoldfashionedgoodsservicestheyalsoyearnfthemarketingoftimesgoneby.Theyactuallymissthedayswhenatransactionwas