Marketing (Marketing) is also called marketing, marketing or merchandising.

"Marketing" for short, often called "marketing" in Taiwan; refers to the process in which individuals or groups obtain what they need by trading the products or values ??they create, achieving a win-win or multi-win process.

It contains two meanings, one is verb understanding, which refers to the specific activities or behaviors of an enterprise, which is called marketing or market operation; the other is noun understanding, which refers to the discipline that studies the marketing activities or behaviors of enterprises.

The development of marketing theory, which is called marketing, marketing or marketing, has the following four stages: Stage 1: Initial stage.

Marketing was founded in the United States from the end of the 19th century to the 1920s. It originated from the development of industry. The scope of marketing research at this time was very narrow, only studying the setting up of advertising and commercial outlets.

And offers relevant courses in universities in Illinois and other states.

And the "American Advertising Association" was changed to the "National Association of Faculty of Advertising and Marketing", which provided organizational guarantee for marketing research.

At this time, the characteristics of marketing research were: a. Focused on salesmanship and advertising, as the theories, concepts, and principles of modern marketing had not yet appeared; b. Research activities were basically limited to university classrooms and professors’ study rooms, and

It has not received the attention of society and the business community.

The second stage: application stage.

The application stage lasted from the 1920s to the end of World War II. At this time, it began to take shape. Domestic companies in the United States began to use marketing on a large scale to operate their companies and open up overseas markets. European countries also followed suit.

In 1931, the "American Marketing Association" was established to preach marketing. In 1937, the two organizations merged and widely attracted people from academia and business circles to participate. Marketing began to move from the university platform to the society.

The development of marketing at this stage is reflected in application.

In 1929, an unprecedented economic crisis broke out in the capitalist world. The economy experienced a Great Depression and a Great Contraction. Social purchasing power dropped sharply, and market problems were unprecedentedly acute.

The crisis has a severe impact on the entire capitalist economy.

At this stage, the characteristics of marketing research are: a. It does not break away from the narrow concept of product promotion; b. It studies salesmanship and advertising techniques on a deeper and broader basis; c. It studies corporate organizations that are conducive to salesmanship.

Setting; d. Marketing theoretical research has begun to go to society and is valued by the majority of business circles.

The third stage: the formation and development period.

In fact, the period from the 1950s to the 1980s was the development stage of marketing. The U.S. military-industrial economy began to shift to the mass economy. Social commodities increased sharply and social productivity increased significantly. However, correspondingly, the consumption level of residents did not improve much.

The market is beginning to experience oversupply.

At this time, American marketing experts W.Aderson and R.Cox proposed that "marketing in a broad sense is any activity that promotes potential transactions of goods or services between producers and consumers." This view brought marketing to a new stage.

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It was originally believed that the market was the end of the production process, but now it is considered the starting point of the production process; it was originally believed that marketing was to promote products, but now it is believed that marketing is to understand the needs and desires of consumers through surveys, and to produce products that meet the needs and desires of consumers.

Goods or services, and then satisfy the needs and desires of consumers; thus making marketing get rid of the corporate framework and enter the social perspective, and have a clear management orientation.

The fourth stage: mature stage.

From the 1980s to the present, it is the mature stage of marketing, which is manifested in: a. It is related to other disciplines, such as economics, mathematics, statistics, psychology, etc.; b. It begins to form its own theoretical system; in the 1980s, marketing

During the revolutionary period, it began to enter the field of modern marketing, making marketing learn Marketing Types ① Integrated Marketing Communications: refers to the comprehensive integration of various communication methods of an enterprise, including general advertising, direct communication with customers

Communication, promotion, public relations, etc., seamlessly connect scattered communication information, so that the overall communication effect of the enterprise and its products and services can be clear, continuous, consistent and improved.

②Database Marketing (DATABASE MARKETING): Collect consumers’ consumption behavior information and manufacturers’ sales information in a specific way on the Internet or in entities, and accumulate this information in a fixed format in the database. At the appropriate marketing opportunity,

This database is used for statistical analysis of marketing activities.

③Internet Marketing: Internet marketing is an integral part of the overall marketing strategy of the enterprise. It is a variety of activities carried out to achieve the overall business objectives of the enterprise and use the Internet as the basic means to create an online business environment.

The functions of Internet marketing include eight aspects: website promotion, online branding, information release, online research, customer relations, customer service, sales channels, and sales promotion.

④ Direct marketing: It uses the consumer direct (CD) channel to contact and deliver goods and services to customers without intermediary marketers.