Marketing
销售
Marketing is certainly one of the most pervasive and dynamic forces in the United States today. Marketing importance has increased over the last 30 years and there is little to suggest that there will be any significant decrease in its importance in the future. If anything, the importance of marketing in our society should be even greater.
销售是当今美国最有渗透力和最有生气的队伍之一。销售的重要地位在过去的30多年中不断提 高，即使在将来，它的重要地位也不会有所降低。如果要说有什么不同，那就是销售在社会中的地位将越来越重要。
Definiton Of Marketing
销售的定义
Although there are a number of definitions for marketing，we believe that marketing is best defined as the determination of the needs and desires of the market so that goods and services can be provided that satisfy these needs and desires. Let’s examine the various aspects of this definition.
虽然有许多种销售的定义，但最好的定义是：决定市场的需要和要求，以便提供满足这些需要和要 求的商品和服务。我们来看看这个定义所包含的各个方面吧。
Determining Needs and Wants Before Goods and Services
在提供商品和服务之前决定需要和需求
Are Developed We do not develop products and services without knowing if they are desired by the market. Consumers and business firms do not buy products they do not want. They do purchase products and services that satisfy their needs and desires.
不确定市场是否需要某些产品和服务之前我们是不会发展它们的。消费者和商业公司不会购买他 们不需要的产品，他们一定会购买能满足他们需要和要求的产品和服务。
Needs and Desires Are Incorporated into Goods and Services
需要和要求在商品和服务中应结合在一起
The specific features of the products and services must be related directly to the market needs and desires. A good example of this is the Volkswagen Rabbit. Through an analysis of the market, Volkswagen found that car, purchasers，most important needs and desires were (1) low purchase price, (2) fuel economy, and (3) inside roominess. The Rabbit sells for under S 3，500, gets 40 miles to the gallon, and has interior dimensions equivalent to those found in medium-sized cars.
产品和服务的特征一定要和市场的需要和要求有直接联系。最好的例子就是大众汽车公司生产的 “Rabbit”，通过市场分析，大众汽车公司发现，购车者最重要的需要和要求一是购买价格低，二是燃油经 济，三是内部宽敞。“Rabbit”售价低于3500美元，1加仑油能行驶40公里，内部却相当于那些中等型号 的车。
Needs and Desires Must Be Satisfied
满足需要和要求
Making sure that customer needs and wants are being satisfied is considered by many companies to be so important that company presidents often mingle with customers in order to get customer reaction to company products and services. Also, consumer affairs departments in many large firms, which were established in the 1960’s and 1970，s to represent the customer viewpoint in their firms have become involved with measuring customer satisfaction. Other mechanisms also exist to deal with customer satisfaction.
许多公司都认为确保顾客的需要和要求得到满足是十分重要的，许多公司总裁经常通过与顾客的 交往得到顾客对公司产品和服务的反馈。而且，许多大公司里成立于20世纪六七十年代的代表顾客观 点的消费者事务部，已经涉及使顾客满意的措施,还有其他机构也在采取措施满足顾客的需求。
Importance Of Marketing In Our Society
社会中销售的重要性
There is probably no organization in the United States that does not practice marketing to some extent. Not only business firms that provide products and services, but also other organizations in our society have come to increasingly rely on marketing to achieve their objectives.
在美国，可能没有哪个组织不在某种程度上进行销售活动。不仅商北公司提供产品和服务，还有社 会中的其他组织也在不断地依靠销售来实现他们的目标。
Political parties now determine the needs and desires of voters. Surveys are often used to determine what these needs and desires are. Candidates and party platforms reflect them. Candidates use such marketing tools as advertising in an effort to be elected.
现在政党要确定选举人的需要和要求，调查被经常用来测定这些需要和要求，候选人和政党宣言要 反映出它们，候选人在被选举的努力中使用这种工具作为广告。
Hospitals in 1976 were encouraging their “customers"（ patients) to schedule non-urgent surgery in order to avoid overuse or underuse of hospital facilities. Blue-Cross/Blue shield is using advertising to convince individuals to have minor surgery performed in doctors’ offices rather than occupy a hospital bed.
1976年，医院鼓励“顾客”（病人）采用非急诊手术以避免医院设备的过度使用和使用不足。蓝十 字/蓝盾用广告来使人们相信小手术应在门诊做，而不要占用医院的床位。
In 1974 federal drug enforcement agencies hired marketing consultant whose responsibility was to develop models of the distribution networks for heroin. From these models it was hoped that more could be learned about the operations of heroin dealers and that the flow of heroin into the United States could be reduced.
1974年，联邦禁毒机构雇佣销售顾问，他们的责任是研制海洛因分销网的模型。通过这些模型，希 望能够了解到更多从事海洛因贩卖人员的活动，使流入美国的海洛因能够有所减少。
Marketing Provides Employment
销售提供就业
Marketing provides a great many jobs in the United States. Although exact numbers are not possible, marketing jobs probably account for one-fourth to one-third of all jobs in the civilian labor force.
在美国，销售提供了大量工作岗位，虽然没有准确数字，销售工作岗位大约占去了文职人员岗位的 四分之一到三分之一。
What are included in marketing jobs? All workers employed by the 2，329, 000 retail stores and 548, 000 wholesaling firms; employee of advertising agencies and marketing consulting firms, many of those who work for transportation companies, employees of manufacturing firms who perform marketing functions (such as advertising and marketing research)，employees in other non-marketing firms( banks, insurance companies, etc.) who are involved in marketing activities are all considered marketing employees.
销售工作职位包括哪些呢？包括2329000家零售店和548000批发公司雇佣的所有工人、广告代理 机构和销售咨询公司的雇员、运输公司的大多数人、制造公司中从事销售（广告和销售调查）的雇员、其 他非销售公司（银行、保险公司等）的雇员，涉及销售活动的所有人员都被认为是销售从业人员。
Marketing Costs
销售成本
It is generally recognized that about 50% of the final cost of most consumer products is made up of marketing costs. This means that for every dollar a consumer spends in a retail store, S 0. 50 goes for the performance of marketing activities. Probably no other than figure more strongly indicates the importance of marketing in our economy.
一般认为，大多数消费产品成本的50%是由销售成本构成的。这也就是说，消费者花在零售店里 的每一美元，其中就有半美元是用于销售活动。可能没有其他数据更能显示出销售在我们经济中的重 要性。
Much of this cost occurs because the marketing system is responding to genuine consumer needs. A good example of this is packaging. Consumers have demanded packages that can be easily stored, provide easier opening, and are lighter in weight. As a result，total expenditures on packaging materials increased from $ 9.6 billion in 1958 to S 16. 6 billion only 10 years later. Obviously, these increases in costs have contributed to the high percentage of product cost attributable to marketing.
大多数成本的产生是因为销售系统要对真正的消费需要作出反应。最好的例子就是包装。消费者 要求包装应该做到容易存放、容易打开、轻重适宜。结果，包装材料的费用由1958年的％亿美元增加 到10年后的166亿美元。很明显，这些成本的增加也提高了由于销售而引起的较高的产品成本。