What are the modern marketing theories?

Marketing theory is an applied science that enterprises take marketing activities as the research object. It studies how to sell the right products to as many customers as possible at the right time and place at the right price to meet the market demand to the greatest extent. The essence of marketing management is that companies creatively formulate marketing strategies to adapt to environmental changes.

Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.

According to the definition of American Marketing Association, marketing is an organizational function and procedure that creates, communicates and delivers value for customers and manages customer relationships to benefit organizations and their stakeholders.

The definition given by philip kotler emphasizes the value orientation of marketing: marketing is a social and management process in which individuals and collectives meet their needs and desires by creating and exchanging products and values with others, while 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, so as to achieve the goals of all parties.

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 of application

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 forms a 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 was 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 is 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.

At present, China is still in the primary stage of socialist market economy. Restricted by the development degree of social productive forces, the market development trend, the situation of economic system reform and the income of ordinary residents, China's business concept is still in the stage of sales promotion and coexistence of various concepts.