What is Marketing市场营销专业英语.docx

What is Marketing市场营销专业英语Text 1.1 What is marketing? What does the term marketing really mean? Many people mistakenly think of it as advertising and selling. Given the number of commercials on television, in magazines and newspapers and all the signs and offers in and around the shops this is not surprising. However, advertising and selling are only two of several marketing functions, and not necessarily the most important ones. The most basic concept underlying marketing is that of human needs. We have many needs including ones such as affection, knowledge and a sense of belonging as well as the physical need for food, warmth and shelter. A good deal of our lives is devoted to obtaining what will satisfy those needs. Marketing can thus be defined as any human activity which is directed at satisfying needs and wants by creating and exchanging goods and value with others. Marketing has become a key factor in the success of western businesses. Todays companies face stiff competition and the companies which can best satisfy customer needs are those which will survive and make the largest profits.