英语翻译Marketing mix management paradigm has dominated marketin

英语翻译
Marketing mix management paradigm has dominated marketing since 1940s and McCarthy (1964) further developed this idea and refined the principle to what is generally known today as the 4Ps.However,in the post dot-com boom,marketing managers are learning to cope with a whole host of new marketing elements that have emerged from the online world of the Internet.In some ways these new marketing elements have close analogs in the offline world,and yet from another perspective they are revolutionary and worthy of a new characterisation into the E-Marketing mix (or the e-marketing delta to the traditional marketing mix) (Kalyanam and McIntyre,2002).
Marketing mix used by a particular firm will vary according to its resources,market conditions and changing needs of clients.The importance of some elements within the marketing mix will vary at any one point in time.Decisions cannot be made on one element of the marketing mix without considering its impact on other elements (Low and Kok,1997).As McCarthy (1960) pointed out that “the number of possible strategies of the marketing mix is infinite.
Even number of criticisms on 4Ps,however,it has been extremely influential in informing the development of both marketing theory and practise.There is also too little reflection on the theoretical foundations of the normative advice found in abundance in the text books (Möller,2006).Marketing mix was particularly useful in the early days of the marketing concept when physical products represented a larger portion of the economy.Today,with marketing more integrated into organisations and with a wider variety of products and markets,some authors have attempted to extend its usefulness by proposing a fifth P,such as packaging,people and process.Today however,the marketing mix most commonly remains based on the 4 P’s.

营销组合管理的范例自1940年代以来充斥市场,而麦卡锡(McCarthy 1964)进一步发展了这一理念,并将规则细化为今天常说的4P.然而,在网络公司泡沫后的时代,市场营销经理正学着处理一整套新的市场元素,这些元素是互联网的网络世界产生的.在一些方面,这些网络的新市场元素与非网络元素紧密相关,而从其它角度看,这些元素具有革命性,值得采用一个新术语,即E营销组合(或者与传统营销组合概念相对应,称为E营销框架)(Kalyanam and McIntyre,2002).
特定公司的营销组合会非常独特,这取决于其资源,市场条件和变化着的客户需求.其中有些元素的重要性可能会随时间不断变化.基于某个元素而做出的决策不可能不考虑其对营销组合中其它元素的影响(Low and Kok,1997).如同麦卡锡(McCarthy 1960)所指出的,“营销组合可能的策略的数量是无限的”.
即使是许多对4P理论的批评观点,对市场营销理论和实践的发展也产生极其重要的影响.在大量教科书中能够找到的有关规范的理论基础的反应则很少(Möller,2006).
在实物商品在经济中占大多数的过去,营销组合在市场营销概念中特别有用.今天,随着市场营销越来越紧密地结合在公司的组织结构中,产品和市场变化越来越广大,有些学者试图加入第五个P以拓展其有效性,例如包装,然而,今天最广泛应用的营销组合还是基于4P.