英语翻译Noted Harvard Professor of Business Theodore Levitt,stat

英语翻译
Noted Harvard Professor of Business Theodore Levitt,states that the purpose of all business is to "find and keep customers." Furthermore,the only way you can achieve this objective is to create a competitive advantage.That is,you must convince buyers (potential customers) that what you have to offer them comes closest to meeting their particular need or want at that point in time.Hopefully,you will be able to provide this advantage consistently,so that eventually the customer will no longer consider other alternatives and will purchase your product out of habit.This loyal behavior is exhibited by people who drive only Fords,brush their teeth only with Crest,buy only Dell computers,and have their plumbing fixed only by "Samson Plumbing-On Call 24 hours,7 days a week." Creating this blind commitment-without consideration of alternatives-to a particular brand,store,person,or idea is the dream of all businesses.It is unlikely to occur,however,without the support of an effective marketing program.In fact,the specific role of marketing is to provide assistance in identifying,satisfying,and retaining customers.
While the general tasks of marketing are somewhat straightforward,attaching an acceptable definition to the concept has been difficult.A textbook writer once noted,"Marketing is not easy to define.No one has yet been able to formulate a clear,concise definition that finds universal acceptance."
Marketing is advertising to advertising agencies,events to event marketers,knocking on doors to salespeople,direct mail to direct mailers.In other words,to a person with a hammer,everything looks like a nail.In reality,marketing is a way of thinking about business,rather than a bundle of techniques.It's much more than just selling stuff and collecting money.It's the connection between people and products,customers and companies.Like organic tissue,this kind of connection-or relationship-is always growing or dying.It can never be in a steady state.And like tissue paper,this kind of connection is fragile.Customer relationships,even long-standing ones,are contingent on the last trung that happened.Tracing the evolution of the various definitions of marketing proposed during the last thirty years reveals two trends:1) expansion of the application of marketing to non-profit and non-business institutions; e.g.,charities,education,or health care; and 2) expansion of the responsibilities of marketing beyond the personal survival of the individual firm,to include the betterment of society as a whole.These two factors are reflected in the official American Marketing Association definition published in 1988.

知名的哈佛商业教授Theodore Levitt指出,商业的目的就是“开发和留住顾客”.而且,你能达到这一目标的唯一方法就是创造竞争优势.那就是,你必须传达给顾客（或潜在顾客）这样一个信息,你提供给他们的东西最能够在那个时候及时地满足他们的需要或愿望.如果你能一直保持这种优势的话,可以指望,顾客最后都不会再去考虑别家的产品,而是出于习惯地消费你的产品.这种忠实度就表现为,有些顾客只开福特车,刷牙只用佳洁士,电脑只用戴尔的,安装水管只用“每周七天,每天24小时待命”的萨姆森.要营造这种盲目地不经考虑就无条件信任某一品牌、某个商店、某个人或者某个想法的局面是所有企业的梦想.然而,没有一个积极有效的产品销售计划,这种情况是不大可能发生的.市场销售的特定作用就是协助去识别顾客、令顾客满意以及留住顾客.市场销售的总的任务在一定程度上来说是很好理解的,然而要给这个概念一个令人满意的定义却是困难的.一位编写教材的作者曾经说过：市场销售很难去定义,至今没有人能给出一个公认的清晰、简洁的定义.市场销售是给广告公司做广告,项目营销人员做项目,推销人员上门去推销,发直接邮件给直接邮寄者.换言之,就好比对一个有锤子的人来说,任何事情就像是钉子一样.事实上,与其说市场销售是一种技巧的捆绑,不如说它是商业的一种思维方式.它绝不仅仅是卖出产品和获得金钱.它是人和产品,顾客和公司的一种联系.就像有机组织,这种连接或关系是一直生死交替地进行着的,永远不可能处于一种稳定的状态.同时又像金钱关系一样,是非常脆弱的.客户关系,甚至是长期的那些,也是视最后发生的（?）而定的.从最近三十年市场销售的定义的演化过程来看,它透露给我们两点趋势：第一,市场销售的应用已经扩大到一些非盈利和非商业机构,例如慈善机构、教育机构,或者理疗保健机构等等.第二,市场销售的义务的扩大,除了私营厂家的个体生存外,还包括整个社会的创建.这两个因素反映在发表于1988年的美国营销协会的官方定义上.