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Marketing (Marketing), also known as marketing, marketing, or Marketing. Referred to as “marketing,” Taiwan often referred to as “marketing”; is individually or collectively through the trading of its products or create value to obtain the necessary things to achieve win-win or win-win process. It contains two meanings, one is the verb to understand, refers to a specific activity or behavior, then call it marketing or marketing management; the other is to understand terms, refers to the research enterprise marketing activities or conduct of disciplines, call it marketing, marketing, or marketing and so on.
Marketing is the study of the whole process of economic and social, is the transaction are marketing their respective areas of study, please note that I use the marketing, not marketing, marketing research over the entire transaction process, then the application This research is for their own profit-making or marketing the business. The whole process is very complex, which also derived from marketing research and development, market research, strategy, segmentation and so on, all this process as a whole, to ensure that marketing must be involved in all aspects of doing what they do, so is the perfect marketing.
[Edit this paragraph] 1, define the authority of
American Marketing Association’s definition: Marketing is the creation, communication and delivery of value to customers, and customer relationship management to allow organizations to benefit its stakeholders an organizational function and process.
• Philip Kotler (Philip Kotler) the definition emphasizes the value orientation of marketing: Marketing is the creation of individual and collective, and with others through the exchange of products and value to meet the needs and desires of a society and the management process (Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others).
(Spanish translation: El Marketing es un proceso de gestión a través del cual los distintos individuos obtienen lo que necesitan y desean, creando, ofreciendo e intercambiando productos con valor para otros.)
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The definition of glycopyrrolate Ross to emphasize the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the goal.
EJMccarthy the marketing is defined as a process of social and economic activities, its purpose is to meet the social or human needs, to achieve social goals.
[Edit this section] 2, the new definition of
① Jiang Taiwan through song in the “Your marketing will not do,” stressed the changes in marketing, the use of English marketing Marketing made the following definition: “What is marketing?” To literally, the “marketing” in English is ” Marketing “, if the word is split into the Marketing Market (market) and ing (now the English style method), the two sections, that marketing can be used,” the market is now “to express the product, price, promotion, access lead to changes in the delicate relationship between supply and demand sides.
② 2004 years 8 months, in Boston. In the AMA (American Marketing Association) summer workshop on teaching marketing, AMA opened a new definition of marketing on the veil in order to update the past 20 years, AMA’s official definition of marketing. Since then, about the new definition of marketing, marketing theory in the United States, practice sector have attracted wide discussion. The publication of a new definition of marketing from around the world in the integration of theory and practice of community contribution to many marketers out based on the amendment.
Renmin University of China School of Business Professor Guo Guoqing proposed the new definition of the complete expressed as:
Marketing is an organizational function, but also to organize themselves and the interests of stakeholders in the creation, dissemination, forwarding, customer value, a range of customer relationship management process.
AMA to promote re-examine and revise the official definition of marketing on one of the major forces from the AMA’s CEO Dennis • Dulan Pu. On the first edition of the official definition of marketing is the predecessor of 1935 by the AMA – American Marketing Association of Teachers adopted in 1948, formally adopted by AMA. In 1960, when the AMA decided to re-examine the definition of the first edition remains unchanged, without any modifications. In this way, the first on the definition of marketing has been in use for 50 years until 1985 when they were re-revised. The revised definition is also seen on the marketing of today’s most common definition:
Marketing is the planning and execution on the goods, services, and innovative concepts, pricing, promotion and distribution, to create individual and organizational goals of the exchange of a process.
This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the first amendment to the definition of marketing, no wonder the majority of marketers in general attention. Course, a cause for concern also lies in the status of AMA. Thus, by her to make such amendments, naturally give rise to various concerns.
[Edit this paragraph] 3, marketing theory
The development of marketing theory has the following four stages:
The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States was founded 20 years the world, due to industrial development, then marketing of the very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other universities offer relevant courses. By the “Association of American Advertising” to “National Advertising and Marketing Association of Science Teachers”, to marketing research to ensure the organization. This time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles do not appear; b. research activities are basically confined to the classroom and the professor’s study, but also do not attach importance to the community and the business community.
Second stage: application stage. 20 years of the 20th century to World War II for the application stage, this time beginning to take shape, the United States began large-scale domestic enterprises to use marketing to operate businesses, opening overseas markets, European countries have followed suit. 1931 “American Marketing Association,” marketing propaganda, and in 1937 merged the two organizations, academia and the business absorb a wide range participants, marketing from the University of the rostrum to the community. This stage of development of marketing in the applications. Capitalist world in 1929 due to the outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the sharp decline in purchasing power, the unprecedented sharp market. The whole capitalist economic crisis dealt a serious blow. This stage, marketing research is characterized by: a. there is no product to sell this narrow concept; b. on the basis of the deeper and broader research on marketing and advertising techniques; c. study in favor of selling the business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community.
The third stage: the formation and development period. 20th century, 50 years to 80 years for the marketing stage of development, the U.S. military industrial economy began to shift the public economic and social goods increased dramatically, greatly enhance the social productive forces, and with this corresponds to the level of consumption has not been much improvement, market began to state of oversupply. At this point the U.S. marketing expert W. Aderson and R. Cox the “broad sense of marketing is to promote the potential producers and consumers of goods or services of any transaction activity.” This point of view to start into the new marketing stage. Previously that the market is the end of the production process, is now considered the starting point of the production process; original that is marketing to sell products, now that marketing is through surveys to understand consumer needs and desires, and production in line with consumer needs and desires goods or services, which meet consumer needs and desires; so that from the marketing companies to enter the framework of social vision and a clear management guidance.
Phase IV: the mature stage. 80 So far, for the marketing of the mature stage, and in the: a. associated with other disciplines such as economics, mathematics, statistics, psychology; b. begin to form their own theoretical system; 80 is the age of marketing the revolutionary period, began to enter the field of modern marketing, so marketing the new look.