Briefly describe the evolution and background of marketing.

Marketing originated in America in the early 20th century. With the development of social economy and market economy, marketing has undergone fundamental changes. From traditional marketing to modern marketing, its application scope has also expanded from profit-making organizations to non-profit organizations, and from domestic to foreign countries. Nowadays, marketing has become an applied marginal management discipline combining business management with economics, behavioral science, anthropology, mathematics and other disciplines. The emergence and development of western marketing is closely related to the development of commodity economy and the evolution of business philosophy. Since its birth in the early 20th century, American marketing has gone through five stages. 1. In the embryonic stage (1900 ~ 1920), after the industrial revolution, the productivity of major capitalist countries increased rapidly, the urban economy developed rapidly, and the demand for goods also increased rapidly, resulting in a seller's market with demand exceeding supply, and it was not a problem to realize the value of enterprise products. Accordingly, marketing began to be established. As early as 1902, the economics departments of the University of Michigan, the University of California and the University of Illinois set up marketing courses. Later, the University of Pennsylvania, the University of Pittsburgh and the University of Wisconsin all offered this course. During this period, some pioneers of market research appeared, the most famous of which was Archie. W. Shaw, Ralph Starr. Professor Bulter, Professor John B. Swirniy and Professor J. E. Hagerty Hejiezi of Harvard University visited big business owners to learn how they carry out marketing activities, and published the first sales textbook in 19 12, which was a milestone in the emergence of marketing as an independent discipline. Archer W. Shaw published "Some Issues on Distribution" in 19 15, which took the lead in separating commercial activities from production activities and examining the function of distribution as a whole. But at that time, he could not use the word "marketing", but regarded distribution and marketing as the same thing. Velda, Butler and Venetians first used the word "marketing" in the United States. Velda put forward: "Economists usually divide economic activities into three categories: production, distribution, consumption ... production is regarded as the creation of utility". Marketing should be defined as an integral part of production. "Production is to create formal utility, while marketing is to create time, place and effective use" and "Marketing begins at the end of the manufacturing process". Peter drucker, a management guru, thinks in his "Management Practice" written by Kloc-0/954 that "there is only one effective definition about the purpose of an enterprise: creating consumers." He pointed out that "the market is created by businessmen, and the demand of consumers is only theoretical." Drucker's management thought further promoted the transformation of marketing theory and practitioners from enterprise-centered to consumer-centered. The marketing theory at this stage is compatible with the business philosophy, that is, with the concept of production. It is based on traditional economics and centered on supply. 2. Function research stage (192 1 ~ 1945) This stage is characterized by marketing function research. The most famous representatives at this stage are: F.E. Clark, Vilda, Alexander, Safari, Eerde and Alderson. 1932, Clark and Velda published the book "American Agricultural Products Marketing", which made a comprehensive discussion on American agricultural products marketing, and pointed out that the purpose of marketing was to "smoothly transfer products from growers to users". This process includes three important and interrelated contents: concentration (purchasing surplus agricultural products), balance (regulating supply and demand) and dispersion (dividing agricultural products into several parts). This process includes seven marketing functions: concentration, storage, finance, risk taking, standardization, promotion and transportation. 1942, Clark published the book "Marketing Principles", which made some innovations in functional research. It divides functions into exchange functions, entity allocation functions and auxiliary functions. And put forward the view that promotion is to create demand, which is actually the embryonic form of marketing. 3. The formation consolidation period (1946 ~ 1955) is represented by Li Fan, Gretel, Cox, Maynard and Beckman. From 65438 to 0952, Li Fan, Grace and Cox jointly published the book "Marketing in American Economy", which comprehensively expounded how marketing allocates resources and guides the use of resources, especially the use of scarce resources. How marketing affects personal distribution and how personal income restricts marketing; Marketing also includes providing marketable products to the market. In the same year, Maynard and Beckman put forward the definition of marketing in the book "Principles of Marketing", arguing that it is "all necessary enterprise activities that affect the exchange of goods or the transfer of ownership of goods and serve the distribution of goods entities". Maynard summarized five methods to study marketing, namely commodity research, system research, history research, cost research and function research. It can be seen that the principles and research methods of marketing in this period have been formed, and traditional marketing has been formed. 4. The leading period of marketing management (1956 ~ 1965) is mainly represented by Luo Alderson, john howard and McCarthy. Alderson put forward "functionalism" in the book Marketing Activities and Economic Action published by 1957. In the book "Marketing Management: Analysis and Decision-making" published by Howard, he took the lead in discussing marketing theory and application from the perspective of marketing management, studying marketing management from the relationship between enterprise environment and marketing strategy, and emphasizing that enterprises must adapt to the external environment. McCarthy put forward a new viewpoint of marketing management in the book Basic Marketing published by 1960. He regards consumers as a specific group, that is, the target market, and enterprises formulate marketing mix strategies to adapt to the external environment, meet the needs of target customers and achieve business goals. 5. Synergistic development period (1966 ~ 1980). During this period, marketing was gradually separated from economics and combined with management, behavior, psychology and social psychology, which made the marketing theory more mature. During this period, George S. Downing published the book "Basic Marketing: Systematic Research Methods" in 197 1, and put forward a systematic research method, thinking that the company is a marketing system, "the overall system of enterprise activities, the realistic sum of products and services supplied through pricing, promotion, distribution activities and various channels. He also pointed out that the company, as a system, exists in a large system composed of market, resources and various social organizations, which will be influenced by the large system and will react to the large system at the same time. 65438-0967 philip kotler, a famous American marketing professor, published the book Marketing Management: Analysis, Planning and Control, which developed modern marketing theory more comprehensively and systematically. He defined marketing management in essence: marketing management is the process of analyzing, planning, executing and controlling various objectives of an organization by creating, establishing and maintaining beneficial communication and contact with the target market, and put forward that the process of marketing management includes analyzing the market marketing opportunities, conducting marketing research, selecting the target market, formulating marketing strategies and tactics, and formulating, implementing and adjusting marketing plans. Philip kotler broke through the traditional view that the task of marketing management is only to stimulate consumer demand, and further proposed that the task of marketing management also affects the level, timing and composition of demand, thus proposing that the essence of marketing management is demand management, and marketing is a human activity related to the market, which is applicable to both for-profit organizations and non-profit organizations, thus expanding the scope of marketing. 1984 philip kotler put forward the grand marketing theory, namely, the 6P strategy, with the rise of trade protectionism in the international market and the domestic market and the closed market: the original 4P (product, price, distribution and promotion) plus two P's-political power and public-private relations. He put forward the strategic idea that enterprises should not only passively adapt to the external environment, but also influence the external environment of enterprises. 6. During the period of differentiation and expansion (198 1 ~), a large number of rich new concepts appeared in the field of marketing, which made the subject of marketing appear the trend of deformation and differentiation, and its application scope continued to expand. 198 1 year, Levi Singh and philip kotler studied the concept of "marketing warfare" and the application of military theory in marketing warfare. A few years later, Lies and Trow published the book Marketing War. 198 1 year, christian gronroos of the Swedish Institute of Economics published a paper on "internal marketing", and kotler also proposed to create a marketing culture within the enterprise, even if the enterprise is market-oriented. Theodore levitt studied the problem of "global marketing" in 1983, and pointed out that over-emphasizing the adaptability to the local market would lead to the loss of economies of scale in production, distribution and advertising, thus increasing the cost. Therefore, he called on multinational companies to provide unified products to the world and adopt unified communication methods. From 65438 to 0985, Barbara Bender Jackson put forward new ideas such as "relationship marketing" and "negotiation marketing". In 1986, kotler put forward the concept of "big marketing" and the question of how enterprises can enter the protected market. During this period, "direct selling" is also a striking new problem, and its essence is data-based marketing. It is possible to obtain a large amount of information in advance and the development of TV communication technology. Since 1990s, new theoretical and practical issues such as marketing, marketing network, political marketing, marketing decision support system and marketing expert system have attracted the attention of academic and business circles. 2 1 century, the development and application of the Internet promoted the development of network virtualization and the rapid development of network marketing based on the Internet.