A New Definition of Marketing.關(guān)于營銷的新定義
1.A new definition adopted by the AMA in 1985 is used as a basis for the definition of international marketing given here: international marketing is the multinational process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges that satisfy individual and organizational objectives.Only the word multinational has been added to the definition adopted by the AMA.That word implies that marketing activities are undertaken in several countries and that such activities should somehow be coordinated across nations.
1、美國營銷協(xié)會(huì)1985年采用的新定義是本文關(guān)于國際營銷的定義的基礎(chǔ)：國際營銷是一種多國參與的過程，這一過程對(duì)于一些創(chuàng)意、產(chǎn)品、和服務(wù)的觀念、定價(jià)、推銷和分配加以規(guī)劃并執(zhí)行，目的在于推動(dòng)交換，以實(shí)現(xiàn)個(gè)人和組織的目標(biāo)。同美國營銷協(xié)會(huì)的定義相比，此處只多了“多國”一詞。該詞表明，營銷活動(dòng)在幾個(gè)國家展開。而且這些活動(dòng)應(yīng)該協(xié)調(diào)統(tǒng)一。
2.This is not completely free of limitations.By placing individual objectives at one end of the definition and organizational objectives at the other,the definition stresses a relationship between a consumer and an organization.In effect,it excludes industrial marketing,which involves a transaction between two organizations.In the world of international marketing,governments,quasi-government agencies,and profit-seeking and nonprofit entities are frequently buyers.The definition also fails to do justice to the significance of industrial purchases.
2、這一定義不是沒有缺陷，它一方面考慮個(gè)人目標(biāo)，另一方面考慮組織目標(biāo)，因而強(qiáng)調(diào)了消費(fèi)者個(gè)人同組織之間的關(guān)系。這樣，就排斥了實(shí)體營銷行為，即兩個(gè)組織之間的交易行為。在國際營銷領(lǐng)域，政府、半官方機(jī)構(gòu)、以及贏利與非贏利實(shí)體都經(jīng)常充當(dāng)買家的角色。同時(shí)，這一定義也否認(rèn)了實(shí)體購買的重要性。
3.Nonetheless,the definition does offer several advantages.It closely resembles the AMA's widely and easily understood definition.In several ways,it carefully describes the essential characteristics of international marketing.First,it makes it clear what is to be exchanged is not restricted to tangible products（goods） but can include concepts and services as well.When the United Nations promotes such concepts as birth control and breast feeding,this should be viewed as international marketing.Tables1-1 and 1-2 show how two organizations promote the concept of preservation of tropical forests.Likewise,services or intangible products are just as relevant to the definition,because airline flights,financial services,advertising services,management consulting,marketing research,and so on all play a very significant role in improving the trade balance of the United States.
3、然而，這一定義確實(shí)有自己的優(yōu)點(diǎn)。它繼承了美國營銷協(xié)會(huì)的定義，深入人心，容易理解。在以下幾個(gè)方面，它精到地描述了國際營銷的本質(zhì)特點(diǎn)。首先，該定義明確了用來交換的不局限于有形產(chǎn)品（貨物），而且可以也包括觀念和服務(wù)。當(dāng)美國宣傳象生育控制和母乳喂養(yǎng)等觀念時(shí)，即應(yīng)看成是國際營銷。表1-1和1-2表明了兩個(gè)組織如何推銷關(guān)于保護(hù)熱帶森林的觀念。與此相似，這一定義同樣涵概了各種服務(wù)或者無形產(chǎn)品，因?yàn)楹桨喾⻊?wù)、財(cái)務(wù)服務(wù)、廣告服務(wù)、管理資訊、營銷研究等等，在美國的貿(mào)易平衡中都起到非常重要的作用。
4.Second,the definition removes the implication that international marketing applies only to market or business transactions.International nonprofit marketing,which has received only scant attention,should not be overlooked.The marketing of state governments and of religion underscores this point.State goverments are very active in marketing in order to attract foreign investment.Religion is also a big business,though most people prefer not to view it that way.Religion has been marketed internationally for centuries.Well-known exporters of religion have included Billy Graham and Jimmy Swaggart.Their television programs have been shown in many countries.Overseas trips by such figures can generate a great deal of publicity at home and abroad.
4、其次，該定義消除了這樣一種概念，即國際營銷只適用于市場(chǎng)和商業(yè)交換。非贏利性國際營銷，一直沒有得到重視，但不應(yīng)忽視。各國政府和宗教組織的營銷行為強(qiáng)調(diào)了這一點(diǎn)。為了引進(jìn)外資，各國政府往往十分熱衷于營銷。此外，盡管人們不愿承認(rèn)，但實(shí)際上，宗教是一個(gè)很大的產(chǎn)業(yè)。著名的宗教傳播活動(dòng)家象Billy Graham和Jimmy Swaggart,他們的電視節(jié)目在許多國家播出。這些人物的海外之行能在國內(nèi)外產(chǎn)生大量的宣傳效應(yīng)。
5.Third,the definition recognizes that it is improper for a firm to create a product first and then look for a place to sell it.Rather than seeking consumers for a firm's existing product,it is often more logical to determine consumer needs before creating a product to satisfy those needs.For overseas markets,the process may call for a modified product.In some cases,following this approach may result in foreign needs being satisfied in a new way （i.e.,a brand new product is created specifically for overseas markets）.
5、第三，該定義意識(shí)到，對(duì)于一家公司來說，先生產(chǎn)一種產(chǎn)品，然后再找地方去銷售，這樣做是不合適的。更符合邏輯的做法是先確定消費(fèi)者的需求，再生產(chǎn)相應(yīng)產(chǎn)品以滿足這些需求，而不能為公司的已有產(chǎn)品去尋找消費(fèi)者。在海外市場(chǎng)，這一過程有時(shí)要求對(duì)產(chǎn)品進(jìn)行改進(jìn)。在有些情況下，運(yùn)用這一邏輯有助于找到新的途徑來滿足國外市場(chǎng)的需求（比如，專門為國外市場(chǎng)生產(chǎn)新品牌）。
6.Fourth,the definition acknowledges that place or distribution is just part of the marketing mix and that the distance between markets makes it neither more nor less important than other parts of the mix.Place,product,promotion,and Price-the 4 Ps of marketing-must be integrated and coordinated in order to bring about the most effective marketing mix.
6. 第四，該定義認(rèn)為地點(diǎn)或分配只是綜合營銷的一部分，市場(chǎng)之間的距離既不會(huì)增加，也不會(huì)減少這種綜合營銷中其他部分的重要性。地點(diǎn)、產(chǎn)品、推銷和價(jià)格—營銷中的4個(gè)P—必須是一個(gè)有機(jī)的整體，并且互相協(xié)調(diào)，以使綜合營銷取得最大效益。
