【正文】 right form and the right time to help them make better marketing decisions.Some marketers face special marketing research situations, such as those conducting researching in small business, nonprofit, or international situations. Marketing research can be conducted effectively by small businesses and nonprofit organizations with limited budgets. International marketing researchers follow the same steps as domestic researchers but often face more and different problems. All organization need to respond responsibly to major public policy and ethical issues surrounding marketing research, including issues of intrusion on consumer privacy and misuse of research findings.IV.Passage oneresponsible。 value, satisfaction, and quality。III.Passage OneToday’s successful panieswhether large or small, forprofit or nonprofit, domestic or globalshare a strong customer focus and a heavy mitment to marketing. Many people think of marketing as only selling or advertising. But marketing bines many activitiesmarketing research, product development, distribution, pricing, advertising, personal selling, and othersdesigned to sense, serve, and satisfy consumer needs while meeting the organization’s goals. Marketing seeks to attract new customers by promising superior value and to keep current customers by delivering satisfaction.Marketing operates within a dynamic global environment. Rapid changes can quickly make yesterday’s winning strategies obsolete. Marketers face many challenges and opportunities. To be successful, panies will have to be strongly market focused.Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The core concepts of marketing are needs, wants, and demands。最后，產(chǎn)品進(jìn)入銷售和利潤(rùn)都縮減的衰退期。如果成功的話，該產(chǎn)品就進(jìn)入成長(zhǎng)期，以快速增長(zhǎng)的銷售和不斷增長(zhǎng)的利潤(rùn)為標(biāo)志。產(chǎn)品生命周期從產(chǎn)品開發(fā)期開始，企業(yè)尋找并開發(fā)一種新產(chǎn)品構(gòu)思。每種產(chǎn)品都有一個(gè)生命周期，以一組不斷變化的問題和機(jī)遇為標(biāo)志。在商業(yè)分析階段，將分析產(chǎn)品的銷售、成本、利潤(rùn)以確定是否符合公司的目標(biāo)。下一步將進(jìn)行概念測(cè)試，讓一些目標(biāo)群體測(cè)試產(chǎn)品概念，以確定產(chǎn)品的吸引力。始于構(gòu)思產(chǎn)生，然后是構(gòu)思篩選，公司根據(jù)自己的標(biāo)準(zhǔn)將剔出某些創(chuàng)意。新產(chǎn)品成功的關(guān)鍵在于整個(gè)企業(yè)的共同努力、縝密的計(jì)劃以及系統(tǒng)化的新產(chǎn)品開發(fā)。Passage Two公司的現(xiàn)有產(chǎn)品面臨著有限的生命周期，因此必須以新產(chǎn)品來替代。有形展示 服務(wù)提供的環(huán)境、企業(yè)與顧客相互接觸的場(chǎng)所，以及任何便于服務(wù)履行和溝通的有形要素。除了傳統(tǒng)的4P’s，服務(wù)營(yíng)銷組合還納入了人員、有形展示和過程。比如，在旅館業(yè)，酒店的設(shè)計(jì)、布置以及員工的外貌和態(tài)度會(huì)影響到顧客的感知和體驗(yàn)。s plexity2. Difficulty predicting future with accuracy3. Increasing number of variables4. Rate of obsolescence of plans5. Domestic and global events6. Decreasing time span for planning certaintyIV. Passage Onedirection fulfill However that desires too which one both possible therefore from latterPassage Twocapital developing favor mission globalization against generation financial possible economics senior resignV. 1C 2A 3D 4E 5B 6FUnit FiveI.1. 營(yíng)銷組合C2. 目標(biāo)市場(chǎng)F3. 營(yíng)銷策略G4. 市場(chǎng)細(xì)分A5. 一般市場(chǎng)E6. 產(chǎn)品市場(chǎng)H7. 市場(chǎng)滲透B8. 多目標(biāo)市場(chǎng)策略DII.Passage One由于服務(wù)通常是同時(shí)生產(chǎn)和消費(fèi)的，所以顧客常常出現(xiàn)在企業(yè)的工廠內(nèi)，與企業(yè)員工直接接觸，并且實(shí)際上成為服務(wù)生產(chǎn)過程的一部分。s system of munication determines whether strategies can be implemented successfully. Good twoway munication is vital for gaining support for departmental and divisional objectives and policies. Topdown munication can encourage bottomup munication. The strategicmanagement process bees a lot easier when subordinates are encouraged to discuss their concerns, reveal their problems, provide remendations, and give suggestions. A primary reason for instituting strategic management is to build and support effective munication networks throughout the firm.Passage TwoStrategy evaluation is necessary for all sizes and kinds of organization. Strategy evaluation should initiate managerial questioning of expectations and assumptions, should trigger a review of objectives and values, and should stimulate creativity in generating alternative and formulating criteria of evaluation. Strategyevaluation activities should be performed on a continuing basis, rather than at the end of specified periods of time or just after problems occur. Managers and employees of the firm should be continually aware of progress being made towards achieving the firm39。企業(yè)應(yīng)該對(duì)管理者和雇員進(jìn)行培訓(xùn)，確保他們擁有并保持成為世界領(lǐng)先水平的工作者所必需的技能。企業(yè)中的每一位員工，都應(yīng)將自己的努力與行業(yè)領(lǐng)先企業(yè)的相應(yīng)水平對(duì)比，從而將來自競(jìng)爭(zhēng)對(duì)手的挑戰(zhàn)分解到每個(gè)人身上。自上而下的信息傳遞，常常是得到內(nèi)部成員自下而上支持的必要條件。企業(yè)的所有成員，都應(yīng)當(dāng)了解主要競(jìng)爭(zhēng)對(duì)手的經(jīng)營(yíng)結(jié)果、產(chǎn)品、計(jì)劃、行動(dòng)和業(yè)績(jī)狀況。他們對(duì)戰(zhàn)略實(shí)施關(guān)心不夠，直接影響著企業(yè)的成功。戰(zhàn)略家切實(shí)就戰(zhàn)略實(shí)施承擔(dān)起個(gè)人職責(zé)，對(duì)管理人員和員工來說，是必要而有力的激勵(lì)。企業(yè)全體人員都應(yīng)盡早地、直接地參與戰(zhàn)略實(shí)施決策。Passage Two在戰(zhàn)略實(shí)施中非常重要的管理問題包括：確定年度目標(biāo)，出臺(tái)政策，配置資源，調(diào)整已有組織結(jié)構(gòu)，重組或流程再造，修正薪酬與激勵(lì)計(jì)劃，將變革的阻力減小到最低程度，將管理人員與戰(zhàn)略相匹配，開發(fā)戰(zhàn)略支持性文化，調(diào)整生產(chǎn)與作業(yè)過程，開發(fā)有效的人力資源功能系統(tǒng)，如果需要，還有規(guī)模小型化等。戰(zhàn)略家不選擇某些類型的戰(zhàn)略常常是因?yàn)樗鶊?jiān)持的經(jīng)營(yíng)哲學(xué)與眾不同。企業(yè)千差萬(wàn)別，戰(zhàn)略家也因此各不相同。首席執(zhí)行官是顯而易見的最挑剔的管理者。他們跟蹤產(chǎn)業(yè)和競(jìng)爭(zhēng)態(tài)勢(shì)，建立預(yù)測(cè)模型并進(jìn)行場(chǎng)景分析，評(píng)價(jià)公司和下屬部門的績(jī)效，評(píng)估正在出現(xiàn)的市場(chǎng)機(jī)會(huì)，識(shí)別經(jīng)營(yíng)威脅，提出創(chuàng)造性的行動(dòng)計(jì)劃。 further decadeⅢ.Passage one A financial market is a market where financial assets are exchanged (., traded). Although the existence of a financial market is not a necessary condition for the creation and exchange of a financial asset, in most economies financial assets are created and subsequently traded in some type of financial market. The market in which a financial asset trades for immediate delivery is called the spot market or cash market. Financial markets provide the following economic functions: First, the interactions of buyers and sellers in a financial market determine the price of the traded asset. Or, equivalently, they determine the required return on a financial asset. As the inducement for firms to acquire funds depends on the required return that investors demand, it is this feature of financial markets that signals how the funds in the economy should be allocated among financial assets. This is called the price discovery process. Second, financial markets provide a mechanism for an investor to sell a financial asset. Because of this feature, it is said that a financial market offers liquidity, an attractive feature when circumstances either force or motivate an investor to sell. If there were not liquidity, the owner would be forced to hold a debt instrument until it matures a