skills that successful employees have. And they must be willing to work hard and put in long hours.

三．开始你自己的事业

有的人更喜欢为他们自己工作，所以他们开创了自己的事业。为了实现成功，企业主必须拥有成功员工所拥有的许多相同的技能。他们还必须自愿地努力工作并且长时间地投入。

It also helps if your small business can provide a product or service that customers want. For example, Mark Cuban started a small Internet company called Broadcast.com that provided hundreds of live and on-demand audio and video programs ranging from rap music to sporting events to business events over the Internet. And because Cuban’s company met the needs of his customers, Broadcast.com was very successful. When Cuban sold Broadcst.com to Yahoo! Inc., he became a billionaire.

如果你的小企业可以为顾客提供他们想要的一种产品或服务，那将会产生很大用处。例如，马克古巴开创了一个名为Broadcast.com的小型网络公司，在网络上提供数以百计的直播和点播的音视频节目，范围从说唱音乐到体育赛事到商务活动。由于古巴的公司满足了客户的需求，所以Broadcast.com是非常成功的。当古巴把broadcast.com卖给雅虎时，他成为了一个亿万富翁。

Unfortunately, many small-business firms fail; 70% of them fail within the first five years. Typical reasons for business include undercapitalization (not enough money), business location, poor customer service, unqualified or untrained employees, fraud, lack of a paper business plan, and failure to seek outside professional help.

不幸的是，许多小型企业都失败了；他们之中70%在五年之内就失败了。企业

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