Marketing theory
McCarthy (E.J.Mccarthy) ,in 1960, also under the micro-marketing definition: Marketing is the responsibility of business activities, products and services will be directly from the producer towards the consumer or user in order to meet customer needs and the achievement of the company profits, but also a process of socio-economic activities with the aim to meet the social or human needs, to achieve social goals. this definition than in the United States, although the definition of marketing association a step forward that meet customer needs and realize the company's operating profit as a goal, but two definitions that marketing activities are production activities in the beginning of the end of the middle after a series of business sales activities, when the commodity to the user the hands of the end, the enterprise marketing activities and therefore is limited to the narrow scope of circulation, rather than operating as a business for sale throughout the entire process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, marketing staff, after-sales service and so on.
Christian Grnroosto the definition and emphasized the purpose of marketing: Marketing is in the interests of a whole, through mutual exchange and commitment to establish, maintain, consolidate and consumers and other participants in the relationship between the parties to achieve the purpose.
This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the marketing of the first amendment to the definition, no wonder the majority of marketers attracted universal attention. The development of marketing theory has the following four stages:
The first stage: start-up phase. Marketing in the late 19th century to 20 in the United States the world's creation of 20, due to industrial development and marketing at this time by a very narrow scope of the study, but research and commercial advertising network settings. Island in Illinois and other related courses at the universities. By the "Association of American Advertising" to "National Advertising and Marketing Association of Science Teachers", to marketing research to ensure the organization. At this time of marketing research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles had yet to emerge; b. University research activities are basically confined to the classroom and a professor of the study, and also society and the business community did not receive attention.




市場營銷理論
麥卡錫(E.J.Mccarthy)于1960年對微觀市場營銷下了定義：市場營銷是企業(yè)經(jīng)營活動(dòng)的職責(zé)，它將產(chǎn)品及勞務(wù)從生產(chǎn)者直接引向消費(fèi)者或使用者以便滿足顧客需求及實(shí)現(xiàn)公司利潤，同時(shí)也是一種社會(huì)經(jīng)濟(jì)活動(dòng)過程，其目的在于滿足社會(huì)或人類需要，實(shí)現(xiàn)社會(huì)目標(biāo)。這一定義雖比美國市場營銷協(xié)會(huì)的定義前進(jìn)了一步，指出了滿足顧客需求及實(shí)現(xiàn)企業(yè)贏利成為公司的經(jīng)營目標(biāo)，但這兩種定義都說明，市場營銷活動(dòng)是在產(chǎn)品生產(chǎn)活動(dòng)結(jié)束時(shí)開始的，中間經(jīng)過一系列經(jīng)營銷售活動(dòng)，當(dāng)商品轉(zhuǎn)到用戶手中就結(jié)束了，因而把企業(yè)營銷活動(dòng)僅局限于流通領(lǐng)域的狹窄范圍，而不是視為企業(yè)整個(gè)經(jīng)營銷售的全過程，即包括市場營銷調(diào)研、產(chǎn)品開發(fā)、定價(jià)、分銷廣告、宣傳報(bào)導(dǎo)、銷售促進(jìn)、人員推銷、售后服務(wù)等。而格隆羅斯給的定義強(qiáng)調(diào)了營銷的目的：營銷是在一種利益之上下，通過相互交換和承諾，建立、維持、鞏固與消費(fèi)者及其他參與者的關(guān)系，實(shí)現(xiàn)各方的目的。
這個(gè)定義一直沿用至今，直到2004年夏天才被重新修訂。這次新定義是近20年來關(guān)于市場營銷定義的首次修訂，無怪乎引起了廣大營銷者的普遍重視。