Definition of traditional marketing strategy

Traditional marketing refers to the process of comprehensive sales activities to meet actual or potential needs through strict channels and a large number of manpower and advertisements.

1, the emergence of traditional marketing theory

1923, American A.C. Nelson founded a market research company to understand market information, collect and analyze market information, and began to conduct targeted research, using the results of analysis to guide the marketing activities of enterprises. exist

In 1930s, two other scholars, Fred E. Clark and C. E. Clark, put "the collection and interpretation of market information" into the marketing concept, and market research activities began to appear.

2. The first change of marketing theory.

In 1950s, Howard paid attention to marketing from the perspective of management in his book Marketing Management: Analysis and Decision-making. He said: "

Marketing management is a part of company management, which covers a wider range than sales. "His works mark the separation of marketing from economics and the beginning of the era of marketing management, which is also the first change to traditional marketing.

Management-oriented marketing is a historic leap. Traditionally, marketing belongs to the research category of economics, and economics often focuses on the research of utility, distribution and production, and its core is scarcity, so the research of marketing in economics is one-sided and incomplete. As an aspect of enterprise management, marketing should be an enterprise, its core should be exchange rather than scarcity, and marketing theory should be a theoretical exploration around how to reach a transaction. 20

In the 1950s, McCarthy (Jerome)

McCarthy) put forward 4Ps (product, promotion, price, place) marketing strategy, which had a far-reaching impact on marketing theory and practice and became synonymous with traditional marketing. 4Ps has also become a theoretical guide for enterprises to carry out marketing.