As a society develops economically, increasing specialization and division of labor make exchanges necessary of goods and services among its members. The purpose of marketing is to enhance those exchanges. This social process involves activities enabling individuals and organizations to obtain what they need and want through exchanges with others.
Both individual and organizational customers seek out goods and services through exchanges. The purchases made by both types of customers are driven by their needs and wants. An unsatisfied need is a gap between a person’s actual and desired products or services. Wants reflect a person’s desires for specific ways to satisfy a basic need. Anything that satisfies a customer’s need when it is acquired, used, or consumed is defined as a product.
Notes:
(1) specialization n. 专业化
a. The production line involves a high degree of specialization of labour.
生产线要求工人高度专业化.
b. Any departure from this position is a form of specialization.
任何偏离这个位置的都是一种特化形态.
c. Host specialization of strains is present in one geographical locality.
在某一地理场所菌系具有寄生主的专化性.
(2) division n. 分工
a. The current division of labor between workers and management will alter.
当前工人与管理部门的分工将会改变。
b. The two London clubs are the only undefeated teams in the division.
这两家伦敦的俱乐部是该级别里仅存的保持不败的球队。
c. The team has accustomed itself to the pace of first division rugby.
球队适应了英式橄榄球甲级联赛的节奏。
(3) obtain vt. 获得
a. Only with mass direct action will we obtain such change.
只有采取大规模直接行动，我们才会取得这样的改变。
b. Offshoring provides an opportunity to obtain I.T. services at low cost.
离岸外包提供了以低成本获得信息技术服务的机会。
c. I could obtain with the snap of my fingers anything I chose.
我不费吹灰之力就可以得到我看中的任何东西。
(4) seek out 找到
a. Now is the time for local companies to seek out business opportunities in Europe.
对于当地公司来说，现在是时候去欧洲寻求商机了。
b. He didn't want to seek out Fourth Master Liu.
他不肯去找刘四爷。
c. We are trying to seek out the trouble spot of the instrument.
我们正试图找出仪器的故障。
(5) be driven by 由…驱动
a. Mechanical dimensions will continue to be driven by equipment and processing needs.
机械尺寸将继续受设备与工艺要求的控制。
b. Vegetative plant growth could be driven by resource acquisition or developmental programs.
营养的获取或发育程序可驱动植物的营养生长。
c. Rich car buyers in China prefer to be driven by chauffeurs.
中国富裕的汽车购买者喜欢配备私人司机。
参考译文：
随着社会经济的发展，劳动的日益专业化和分工使社会成员之间的商品和服务交换成为必需。营销的目的就是促进这些交换。这一社会过程包含很多活动，这些活动使得个体和机构通过与其他个人和机构交换来获得所需和所要的商品及服务。
个体和机构客户者通过交换找到商品和服务。这两种客户的购买行为都由其需求和欲望驱动。未能满足的需求是个人当前所拥有的产品或服务与其所渴望的产品或服务之间的缺口。欲望反映了人通过特定方式满足基本需求的渴望。获得、使用或消费的任何物品如果满足了消费者的需求，则被定义为产品。
