Marketing Tutorial

Author: Li Qiang
Publisher:
Publish Date: 2004-07-01
Features: Marketing is an applied science that studies marketing activities and their laws. Marketing activities are carried out under the guidance of certain market concepts, and the formation of these concepts is linked to the stage of market development. Therefore, it is necessary to understand the evolution of market concepts and study the characteristics of marketing theories in different stages. Accurately grasping the marketing concept and correctly recognizing the essence of marketing activities are of great significance for effective corporate marketing. Market concepts are the basic guiding principles for enterprises to make business decisions, organize, and carry out marketing activities, which is also the business philosophy of industrial and commercial enterprises. Any enterprise engaging in market operations is influenced by certain market concepts, and whether these concepts align with the objective reality of the market determines the success or failure of the enterprise. In marketing, it is strongly emphasized that enterprises must have the correct market concept. This is because: First, the marketing decisions and plans of enterprises need to be formulated, executed, supervised, and controlled by management personnel, and the specific marketing tasks need to be carried out and completed by marketing personnel. All these management activities must be carried out according to certain market concepts. Second, any enterprise engages in marketing activities within a certain environment. When significant changes occur in the external environment, enterprises must adjust their marketing strategies in a timely manner under the guidance of the correct market concept. Third, marketing is essentially a discipline that organizes and engages in marketing activities under the guidance of the correct market concept. With the development of the commodity economy, the market concepts of enterprises must also change accordingly, which requires the establishment of marketing theories that are adapted to these concepts. This has been proven by the history of the development of Western marketing theories.