Some scholars define marketing from a macro perspective. For example, E.J. McCarthy defines marketing as a process of social and economic activities, the purpose of which is to meet the needs of society or human beings and achieve social goals. For another example, Philop Kotler pointed out, "Marketing is a human activity related to the market. Marketing is dealing with the market, in order to meet people's needs and desires and realize potential exchange. " In 1984, Philop Kotler defined marketing as: marketing refers to the function of an enterprise, "knowing the currently unsatisfied needs and desires, estimating and determining the needs, selecting and deciding the target market that the enterprise can best serve, and deciding the appropriate products, services and plans (or schemes) so as to serve the target market".

The American Marketing Association gave a more complete and comprehensive definition of marketing in 1985: Marketing "is the process of planning and implementing the design, pricing, promotion and distribution of ideas, products and services, thus generating exchanges that meet individual and organizational goals." This definition is more comprehensive and perfect than many previous definitions. Mainly manifested in: the concept of products has expanded, including not only products or services, but also ideas; The concept of marketing has expanded, and marketing activities include not only profitable business activities, but also activities of non-profit organizations; Emphasize the communication process; It emphasizes the formulation and implementation of marketing plan.

As can be seen from the above definition, the definition of marketing is constantly improving and perfecting. With the rapid development of commodity economy, marketing is no longer just the relationship between buying and selling goods and services. The two sides of marketing are no longer limited to one buyer and another seller, but a network of buying and selling relationships in which many parties participate and their interests play each other. This is what we call the big marketing concept.