The definition given by Gronlos emphasizes the purpose of marketing: marketing is to establish, maintain and consolidate the relationship with consumers and other participants through mutual exchange and commitment under a kind of interest relationship to achieve the purpose of all parties.
[Edit this paragraph] 2. New definition
① Jiang Gensong of Taiwan Province Province emphasized the variability of Marketing in Your Marketing, and made the following definition by borrowing the English marketing of marketing: "What is marketing?" Literally, the English word "Marketing" means "marketing". If the word "marketing" is divided into two parts: market and ing (English present progressive expression), then marketing can use "market present progressive expression" to express the subtle relationship between supply and demand.
② August 2004, Boston, USA. At the summer seminar of marketing lecturers of AMA (American Marketing Association), AMA announced a new definition of marketing, thus updating the official definition of marketing in AMA in recent 20 years. Since then, the new definition of marketing has caused extensive discussion in American marketing theory and practice. The new definition of marketing announced this time is revised on the basis of integrating the contributions of many marketers in the global theoretical and practical circles.
Professor Guo Guoqing from the Business School of Renmin University of China suggested that the new definition should be completely expressed as follows:
Marketing is not only an organizational function, but also a series of processes to create, spread and transmit customer value and manage customer relations for the benefit of the organization itself and its stakeholders.
Dennis, CEO of AMA, is one of the main forces to re-examine and revise AMA's official definition of marketing. Dunlop The first official definition of marketing was adopted by AMA's predecessor, American Association of Marketing Teachers, in 1935, and formally adopted by AMA in 1948. 1960, when AMA re-examined the definition of the first edition, it decided to keep it unchanged without making any changes. In this way, the original definition of marketing has been used for 50 years until 1985. The revised definition is the most common definition of marketing today:
Marketing is a process of planning and implementing ideas, pricing, promoting and distributing goods, services and ideas to create communication that meets individual and organizational goals.
This definition has been used until now, and it was not revised until the summer of 2004. This new definition is the first revision of the definition of marketing in recent 20 years, and it is no wonder that it has attracted the general attention of marketers. Of course, the reason for attracting everyone's attention lies in the status of AMA. Therefore, if she makes such a modification, it will naturally attract attention from all sides.
[Edit this paragraph] 3. Marketing theory
The development of marketing theory has the following four stages:
The first stage: the initial stage. Marketing was founded in the United States from the end of 19 to the 1920s, and originated from the development of industry. At that time, the research scope of marketing was very narrow, only studying the setting of advertising and commercial outlets. And set up related courses in universities in Illinois and other States. The change from "American Advertising Association" to "National Association of Advertising and Marketing Teachers" provides organizational guarantee for marketing research. At this time, the research characteristics of marketing are as follows: a. Paying attention to promotion and advertising, but the theory, concept and principle of modern marketing have not yet appeared; B. Research activities are basically confined to university classrooms and professors' study rooms, and have not been paid attention to by society and business circles.
The second stage: the application stage. The application stage was from the 1920s to the end of World War II, and began to take shape. American domestic enterprises began to use marketing means to operate enterprises on a large scale and open overseas markets, and European countries followed suit. 193 1 set up "American marketing association" to preach marketing. 1937 The merger of the above two organizations attracted the participation of academic and business people, and marketing began to move from university platform to society. The development of marketing at this stage is manifested in application. Because of the unprecedented economic crisis in the capitalist world from 65438 to 0929, the economy experienced the Great Depression and great contraction, the purchasing power of society dropped sharply, and the market problems were unprecedentedly acute. This crisis has dealt a great blow to the whole capitalist economy. At this stage, the research characteristics of marketing are: a. There is no narrow concept of product promotion; B. Study promotion and advertising on a deeper and broader basis; C. study the organizational structure of enterprises conducive to promotion; D. Marketing theory research has begun to move towards the society, which has attracted the attention of the broad business community.
The third stage: the formation of the development period. The 1950s and 1980s were the development stages of marketing. The American military economy began to turn to the people's economy, with a sharp increase in social goods and a sharp increase in social productivity, while the corresponding consumption level of residents did not get much improvement, and the market began to appear in a state of oversupply. At this time, American marketing experts W.Aderson and R.Cox put forward that "generalized marketing is any activity that promotes producers and consumers to trade potential goods or services." This view makes marketing enter a new stage. Originally thought that the market is the end of the production process, now it is considered as the starting point of the production process; Originally thought that marketing is selling products, now thought that marketing is to understand consumers' needs and desires through investigation, to produce goods or services that meet consumers' needs and desires, and then to meet consumers' needs and desires; So that marketing can get rid of the enterprise framework and enter the social field of vision, with obvious management orientation.
The fourth stage: the mature stage. Since 1980s, it has been a mature stage of marketing, which is manifested in the following aspects: a. Association with other disciplines, such as economics, mathematics, statistics, psychology, etc. B. Start to form its own theoretical system; The 1980s was the revolutionary period of marketing, and it began to enter the field of modern marketing, which made the marketing look brand-new.
[Edit this paragraph] 4. Marketing concept
The evolution and development of marketing concepts can be summarized into five categories, namely, production concepts, product concepts, promotion concepts, marketing concepts and social marketing concepts.
(1) production concept
The concept of production is one of the oldest concepts to guide the behavior of sellers. This concept came into being before the 1920s. Business philosophy is not based on consumer demand, but on enterprise production. Its main performance is "what I produce, what I sell". According to the production concept, consumers like low-priced products that can be bought everywhere, and enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production and reducing costs to expand the market. For example, from 1869 to the 1920s, Fort Pierce Flour Company in the United States always used the concept of production to guide the operation of enterprises. At that time, the slogan put forward by the company was "The goal of our company is to make flour". American car king Henry? Ford once proudly declared: "No matter what color car customers need, I only have a black one." It is also a typical performance. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing.
The concept of production came into being under the seller's market conditions. In the early stage of capitalist industrialization, the end of World War II and a period after the war, due to the shortage of materials and products in the market, the concept of production was quite popular in enterprise management. Under the old planned economy system in China, due to the shortage of products in the market, enterprises are worried that their products have no market, and industrial and commercial enterprises also pursue the concept of production in their operations, which is embodied in the following aspects: industrial enterprises concentrate on developing production, despise marketing, and implement fixed sales by production; Commercial enterprises concentrate on the supply of goods, buy whatever they produce in industry, and buy as much as they produce in industry, without paying attention to marketing.
In addition to the shortage of materials and products, the marketing management of some enterprises is also dominated by product concepts in the case of high product costs. Like Henry? At the beginning of this century, Ford devoted all its efforts to mass production of automobiles, striving to reduce costs and make them affordable for consumers, so as to increase the market share of Ford automobiles.
(2) product concept
It is also an early enterprise management concept. According to the product concept, consumers like products with high quality, multi-function and certain characteristics best, and enterprises should devote themselves to producing high-value products and constantly improve them. It comes from the situation of "seller's market" in which the market products are in short supply. The easiest place to breed product creativity is when enterprises invent new products. At this time, enterprises are most likely to lead to "marketing myopia", that is, improperly focusing on products rather than market demand, lacking foresight in marketing management, only seeing the good quality of their own products, but not the changes in market demand, which leads to the dilemma of enterprise management.
For example, the American ××× Watch Company was founded in 1869, and was recognized as one of the best watch manufacturers in the United States until the 1950s. The company emphasizes the production of high-quality products in marketing management, and distributes products through the marketing network composed of famous jewelry stores and department stores. Before 1958, the company's sales have been on the rise. But since then, its sales volume and market share began to decline. The main reason for this situation is that the market situation has changed: many consumers in this period are no longer interested in expensive watches, but tend to buy those economical, convenient and novel watches; Moreover, many manufacturers began to produce low-grade products to meet the needs of consumers, and actively promoted them through mass distribution channels such as cheap shops and supermarkets, thus winning most of the market share of XX Watch Company. Xxx Watch Company did not notice the change of the market situation, but still insisted on producing exquisite traditional style watches and still sold them through traditional channels, thinking that its products were of good quality and customers would come to you. As a result, the operation of the enterprise suffered a major setback.
EJ McCarthy (1960) also defined micro-marketing: Marketing is the responsibility activity of enterprises, which pushes products and services directly from producers to consumers or users, so as to meet customers' needs and realize company profits, and it is also a social and economic activity process, with the purpose of meeting social or human needs and achieving social goals. (Marketing Basics, para. 1, 9). Although this definition is one step ahead of the definition of American Marketing Association, that is, to meet customers' needs and realize the company's operating profit, both definitions believe that marketing activities begin and end with a series of enterprise sales activities. When the goods end in the hands of users, the enterprise's marketing activities are therefore limited to a narrow circulation range, instead of operating the whole sales process as an enterprise, including market research, product development, pricing, distribution, advertising and sales.
Gloucester defined marketing and exaggerated the purpose of marketing: marketing is to establish, maintain and consolidate the relationship with consumers and other participants through mutual exchange and commitment for the benefit of the whole, so as to achieve the goal.
[Edit this paragraph] 2. New definition
1. Jiang Tai emphasized the change of marketing through Song's "Don't Do Your Marketing", and defined marketing in English as follows: "What is marketing?" Literally, the word "Marketing" in English is "Marketing". If the word is divided into two parts: market and ing, then marketing can use "when the market is now" to express the subtle relationship between supply and demand caused by changes in products, prices, promotions and channels.
(2) in August 2004, in Boston. In the summer seminar of AMA (American Marketing Association) on marketing teaching, AMA unveiled a new definition of marketing to update the official definition of marketing in recent 20 years. Since then, the new definition of marketing has generated considerable discussion in American marketing theory and practice. The publication of the new definition of marketing is revised on the basis of integrating the theory from the global community and the practice of community contribution.
Guo Guoqing, a professor at the Business School of Renmin University of China, put forward a new definition, which is completely expressed as follows:
Marketing is an organizational function, as well as the interests of the organization itself and stakeholders, as well as the management process of creating, spreading and transmitting customer value and a series of customer relationships.
One of the main forces driving the re-examination and revision of AMA's official definition of marketing is Dennis, CEO of AMA. Alison. The first official definition of marketing was used by AMA-the predecessor of American Marketing Association at 1935, and 1948 was used by teachers and formally adopted by AMA. In 1960, when the first edition of AMA was re-examined, the decision remained unchanged, and there was no change. In this way, the original definition of marketing has been used for 50 years until 1985. The revised definition is also seen in the market today, the most common definition of marketing:
Marketing is the planning and execution of goods, services and innovative concepts, pricing, promotion and distribution, so as to create a communication process that meets individual and organizational goals.
This definition has been used to this day and was not revised until the summer of 2004. This new definition is the first revision of the definition of marketing in the past 20 years. No wonder it has aroused the general concern of the majority of marketers. Of course, the status of AMA is also a matter of concern. Therefore, it is natural for her to make such changes, which will cause dissatisfaction from all parties.
[Edit this paragraph] 3. Marketing theory
The development of marketing theory has the following four stages:
The first stage: the entrepreneurial stage. Marketing was founded in the American world in the late 1920s from 65,438 to 2009. Due to the development of industry, the research scope of marketing at this time is very narrow, but the setting of commercial advertising network is studied. Other related courses at the Island and University of Illinois. From "American Advertising Association" to "National Association of Teachers of Advertising and Marketing Science" to ensure the organization of marketing research. At this time, the characteristics of marketing research are as follows: a) focusing on marketing and advertising technology, modern marketing theory, concepts and principles have not yet appeared; B. The research activities of universities are basically confined to the research of classrooms and professors, and have not been paid attention to by society and business circles.
The second stage: the application stage. The period from the 1920s to the end of World War II was the application stage, at which time it began to take shape. American domestic enterprises began to use marketing on a large scale to operate their enterprises and open overseas markets, and European countries followed suit. The marketing mission of "American Marketing Association" was established in 193 1, and the two organizations were merged in 1937, which widely absorbed people from academia and business circles to promote marketing from the forum of universities to the society. This stage is the application of marketing in development. 1929 In the capitalist world, due to an unprecedented economic crisis, the Great Depression, the purchasing power of society dropped sharply and the market shrank sharply. The whole capitalist economic crisis has caused a serious blow. At this stage, the characteristics of marketing research are: a. the narrow concept that there is no product to sell; B. Conduct more in-depth research on the basis of broader marketing and advertising technologies; C. Study on the organization set that is beneficial to sales business; D. Start learning marketing theory from the society and pay attention to the general business society.
The third stage: the formative period of development. From 1950s to 1980s, it was the stage of market-oriented development. American military industry economy began to change to public economy, social goods increased sharply, and social productivity improved significantly, but the corresponding consumption level of residents did not improve greatly, and the market began to appear a state of oversupply. At this point, American marketing experts R. Cox and W. Aderson put forward that "marketing in a broad sense is to promote any trading activities of potential producers and consumers of goods or services", which made marketing enter a new stage. In the past, the market was considered as the end of the production process, but now it is considered as the starting point of the production process; The original marketing means selling products, but now marketing means understanding consumers' needs and desires through investigation, and producing goods or services that meet consumers' needs and desires, so as to meet consumers' needs and desires; Make the company enter the social vision and clear management guidance framework from marketing.
The fourth stage: the mature stage. Since 1980s, it has been a mature stage of marketing, which is related to: a. Other disciplines such as economics, mathematics, statistics, psychology, etc. ; B. Theory begins to form its own system; The 1980s was the revolutionary period of marketing, and it began to enter the field of modern marketing, which made marketing look brand-new.
[Edit this paragraph] 4. Marketing concept
The evolution and development of marketing concepts can be summarized into five categories, namely, production concept, product concept, marketing concept, marketing concept and social marketing concept.
The emergence of the concept of (1)
The concept of production is one of the oldest concepts guiding sales behavior. This concept originated in the early 1920s. Business philosophy is not based on consumer demand, but on production. The main performance is "what I produce and what I sell." The production concept holds that, just as consumers everywhere are likely to buy products with good quality and low price, enterprises should aim at improving production efficiency and distribution efficiency, expanding production and reducing costs to expand the market. For example, the Fort Pierce Flour Company in the United States used the guiding concept of production enterprises from 1869 to the 20th century, when the company put forward the slogan "The company seeks to create flour"? Henry Ford, an American automobile giant, once proudly declared, "No matter what color car customers need, I only have a black one." Is a typical example. Obviously, this production concept is a marketing concept that emphasizes production and ignores business.
The concept of production is produced by the seller's market conditions. In the early and late World War II and the post-war capitalist industrialization period, due to the shortage of materials and the shortage of market products, the concept of production and management was quite popular in enterprises. Under the old planned economy system in China, due to the shortage of market products, enterprises do not worry about the sales of their products, and industrial and commercial enterprises also pursue production in their management concepts, which are embodied in the following aspects: industrial enterprises pay attention to the development of production, have too little marketing, and implement fixed sales production; Commercial enterprises pay attention to purchasing, what industrial production buys, and how much industrial production quantity they buy, but do not pay attention to marketing.
In addition to the shortage of materials and the shortage of products, the management of some enterprises is also influenced by the dominant concept of product marketing under the condition of high product costs. Like Henry Ford? At the beginning of this century, we have been making every effort to mass-produce cars, trying to reduce costs and make them affordable for consumers, so as to increase Ford's market share.
(2) product concept
It was a commercial concept earlier. From the viewpoint of product view, most consumers prefer products with high quality, multifunction and certain characteristics, and enterprises should devote themselves to producing high-value products and constantly improve them. Its products are in short supply in the "seller's market" market. The concept of variety products is most likely to appear when the company invents new products. At this time, enterprises are most likely to lead to "marketing myopia", that is, they pay inappropriate attention to products rather than market demand, lack foresight in marketing management, only see the quality of their own products, but fail to see the changes in market demand, and as a result, enterprises are in trouble.
For example, the American XXX Watch Company was founded in 1869, and was recognized as the best watch manufacturer in the United States until the 1950s. The company's marketing management emphasizes the production of high-quality products, and the well-known jewelry stores and large department stores form a marketing network to distribute products. Before 1958, the company's sales volume has been on the rise. However, since its sales volume and market share began to decline. The main reason for this situation is that the market situation has changed: many consumers are not interested in expensive watches during this period, while those people tend to buy new plank watches; Moreover, in order to meet the needs of consumers, many manufacturers have started to produce low-grade products and actively promoted them to the public through discount stores, supermarkets and other distribution channels, thus winning most of the market share of XX watch companies. Xxxx Watch Company failed to notice the change of market conditions, and still insisted on producing exquisite traditional style watches, still using traditional sales channels, thinking that their products are of good quality and customers will definitely find a home. As a result, business suffered a major setback.