Definition and connotation of marketing

The word "marketing" is translated from English marketing, which is derived from market. It has two meanings: one is the meaning of a verb, which refers to specific activities or behaviors of enterprises, called marketing or market operation; The other is the meaning of nouns, which refers to the science of studying enterprise marketing activities or behaviors, called marketing or marketing.

Definition of marketing

There are many definitions of marketing, and there is no unified conclusion on the definition of marketing in the world.

Philip Kotler, a famous American marketing master known as the "father of modern marketing", believes that "marketing is a social and management process in which individuals and groups create products and values, and exchange with others to obtain what they want for their marketing conceptual model." This definition emphasizes the value orientation of marketing.

Known as "the father of service marketing theory", world CRM The definition given by Master Grollos in 1990 is: "Marketing is to exchange and establish, maintain and consolidate the relationship with consumers and other participants under one kind of interests, so as to achieve the goals of all parties." This definition emphasizes the establishment, maintenance and consistency of "relationship" under the common interests, so as to achieve win-win or multi win, and emphasizes the purpose of marketing.

At present, the relatively complete and comprehensive definition is the definition given by the American Marketing Association (AMA) in 1985: "Marketing is an organizational function and procedure that creates, communicates and transmits value to customers, as well as manages customer relationships to benefit organizations and their stakeholders."

Connotation of marketing

From the above definitions, we can see that the concept of marketing includes the following aspects:

1. Marketing is an activity of an enterprise, which is a purposeful and conscious behavior of an enterprise.

2. To meet and guide consumer demand is the starting point and center of marketing activities. Enterprises must take consumers as the center and consumer demand as the guide, face the changing environment, make the correct response, and adapt to the changing needs of consumers.

3. Subdivide and select the Japanese standard market, determine and develop products suitable for consumers, and formulate corresponding sales mix strategies.

4. The goal of enterprise marketing activities is to achieve the expected goal of the enterprise. Different enterprises have different business environment, development period, product life cycle, etc. Therefore, the cash register, output value, output, market share, sales volume and social responsibility of the enterprise are all likely to become the goals of the enterprise. But no matter what kind of goal, it can be achieved only when the marketing activities and consumers complete the transaction.