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失败的典型原因包括资金不足，落后的业务定位，客户服务差，不合格或未经训练的员工，欺诈，缺乏一个适当的经营规划，不寻求外部专业帮助等。 Unit 2

Ask the average person on the street what marketing is and they’ll tell you it’s about “selling stuff’, That’s fundamentally true, but marketing is not simply the act of sales, but how that sale is made. We are all surrounded by marketing 24/7 and each of us is already a marketer in our own way.

在街上问普通人什么是营销的话，他们会告诉你那就是关于“卖东西”。这在根本上是正确的，但市场营销并非简单的销售行为，而是如何销售。我们被全天候不间断营销所包围，并且我们每个人都已经以我们自己的方式成为一个市场营销人员。

How do the professionals define marketing? According to the American Marketing Association, “Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

专业人员是如何定义营销的？据美国市场

营销协会所说，“市场营销是一种组织功能，一套为客户创造、交流和传递价值的流程，并且以有利于组织和其股东的方式管理着客户关系”

The World Marketing Association defines marketing as “the core business philosophy that direct the processes of identifying and fulfilling the needs of individuals and organizations through exchange which create superior value for

all parties. ”

世界市场营销协会把市场营销定义为：“是一个运用核心经营理念指导识别过程，满足于个人的需求，并通过交流，为各方创造卓越价值的组织”

And finally, the U.K.’s Chartered Institute of Marketing says that “marketing is the management process of identifying, anticipating and satisfying consumer requirements profitably.”

最后，英国特许营销学会说，“营销是对管理过程的识别，预测，和满足消费者的需求从而使企业获利。”

If we just look at the commonalities of these three definitions, we can see that, in essence, marketing is a discovering and giving consumers what they want and need, and doing this at a profit.

如果我们只是寻找以上三个定义的共性，我们可以看到，在本质上，营销是：a.发现并给予消费者所希望并需要的东西；b.以此来谋取利益。 The 4 or 5 Ps of marketing

Professor Jerome McCarthy of Michigan State University wrote a book in the 1950s and defined the 4 Ps of marketing: product, place, price and promotion. This book provided a clear structure to the oldest profession on the planet and became the very definition of marketing.

营销4P或5P理论

密歇根州立大学的麦卡锡杰罗姆教授在上世纪50年代写了一本书定义了营销4P理论：包括产品、渠道、价格和促销。这本书为地球上最古老的职业提供了一个清晰的体系，因此成为了营销的非常定义。

In order to better understand marketing, develop your own definition of the term. For example, I think of marketing as the manipulation of product, price,

distribution, promotion and people to satisfy consumers at a profit. Manipulation is a charged word, especially when we talk about manipulating people. However, manipulation is important because as a marketer , I control each of the tools of marketing and manipulate them to maximize impact on the market.

为了更好地理解营销，并发展成为你自己的定义。比如，我认为市场营销是通过对产品，价格，分销，促销和人的操纵来满足消费者从而获取利益。操纵是一个敏感的词，尤其是当我们在谈论对人的操纵的时候。然而，操纵是有必要的，因为作为一个营销人员，我控制着每一种营销工具并操纵他们最大限度地影响市场。

As a marketing manager, I manipulate what a product look like, smells like, and feels like. I manipulate how much should be charged for my product . I manipulate tools in my promotion tool kit in hopes of enticing consumers to buy my product. There are the 4 Ps of marketing as highlighted by McCarthy. To these we have added a fifth P: people.

作为一个营销经理，我巧妙地控制着一个产品看起来像什么，闻起来像什么以及感觉起来像什么。我操纵着我们的产品应该收取多少钱。我在我的升级版工具套件中操纵工具，希望能吸引消费者购买我的产品。这就是麦卡锡高度强调的营销中的4个问题。在这基础上，我们加上第五个P：人。 People

Marketers have debated for years whether “people” should be included as the fifth P of marketing. But without people , there is no point to marketing, which is why I include it here.

People

营销人员们对于“人”是否应该作为第五个P包括在营销内这个问题的讨论已

经持续多年了。但是如果不包括人，那营销就变得有点不着边际了，所以这是我在这里把它函括进来的原因。

Practiced well, marketing revolves around the wants, needs and desires of people. Sometimes the needs are physical, such as nutritious food and clean water. Sometimes the needs are psychological such as a need to impress. Sometimes the need is sociological, such as the need fit into a culture, or the need to stand out. There are an infinite number of reasons for people to do what they do, want what they want and act as they do. Therefore, effective marketing should begin with an insightful understanding of the consumer.

实践证明，营销围绕着人们的理想的、需要的、和欲望。有时，这些需求是物质上的，比如有营养的食物和干净的水。有时，那些需求是心理上的，比如需要给人留下深刻印象。有时，那些需求是社会学上的，比如需要去适应一种文化或者一种脱颖而出的需求。有无限多的理由可以让人们去做他们所做的，去幻想他们所要的以及所做的，正如他们经常做的那样。因此，有影响力的营销应该首先对消费者进行深刻的了解。

However, few marketers actually begin with consumers. Why? Because most marketing starts with the invention of some new product that there may or may not be a market for. “’We’ve invented a better product, now go find someone to buy it” is all too often the sequence of events. Quite simply, this is why 80% plus of all new products in the U.S. fail in their first year.

然而，很少有营销人员真正地从消费者入手。为什么？因为许多营销一开始伴随着的是新发明出来但不一定能成为市场所需的新产品。“我们发明了一种更好的产品，现在去找一些人来购买它”这是经常发生的事件序列了。非常简单，这就是为什么在美国，80%以上的新产品在他们的第一年里就失败了。

No matter what we are selling, there will be some people that are more likely than others to want to buy it. For example, as a non-smoker, it would be a waste of time and money to try to get me to buy your brand of cigarettes. However, if were a confirmed smoker, I might be interested in trying a new brand I’d never tried. Discovering your ideal target market and learning all you can about why they do will help you determine the best way to present your product to maximize interest.

无论我们在卖什么，总会有一些人比起另外的人更想要购买它。例如，作为一个不抽烟的人，想要尝试让我购买你的名牌香烟那就是在浪费时间和金钱。然而，如果我是一个老烟民，我可能会比较有兴趣去尝试以前从没试过的牌子。发现你理想中的目标市场并且尽你所能地去了解他们为什么做了什么，这样可以帮助你下定决心以一种最好的方式来介绍你的产品以获得最大限度的利益。 Product

Your product is anything that can be offered for ale or use to another individual. It includes the quality of the product, the materials chosen, the colour / size/scent/taste, every physical aspect of the product. It also includes the packaging of the product(For example, is the product protected or available for the world to see? ), the design and manufacturing of the product and any research and development underway to discover better ways to make the product. The product P covers everything that goes into the development of the tangible or intangible object.

Product

你的产品是指任何能够被提供给其他的个体出售或者使用的东西。它包括产品的质量，所选择的材料，颜色、型号、味道、滋味等所有产品所具有的物理方