【文章內(nèi)容簡(jiǎn)介】 goods, the invention of online auction business。 or IKEA (IKEA) noted that people want to buy good furniture at low prices, thereby creating a removable furniture business . All of these have proved the wisdom of marketing, and to the needs of the munity or into a profitable private business. American Marketing Association39。s definition is: Marketing is an anized activity, which includes the creation of value, the value munication to the customer delivery, and management pany to maintain the relationship with the customer, making the pany and its stakeholders benefit from a series of processes. Engage in exchange activities require a lot of work and skills. The occurrence of Marketing Management, is a potential trading volume of at least love one is considering a response from the other party of the desire for the means. We believe that marketing and management as a bination of art and science, it needs to select the target market, through the creation, transfer and dissemination of highquality customer value, to obtain, maintain and develop customers. We manage from the perspective of society and the definition of marketing. Definition of a social point of view that the social role of marketing. Who had a marketing role that marketing is to pass a higher standard of living. From a social point of view, we believe that: Marketing is through the creation of individual and collective, made the sale, and with others and value the free exchange of products, is seeking to get the things they need the social process. Defined from a management point of view, marketing is often described as the art of selling products. However, when it became known that the most important elements of marketing is not selling, they would surprise。 marketing is just marketing tip of the vertex. Can be said that some of the marketing efforts are always needed. However, the purpose of marketing is to make selling superfluous. The purpose of marketing a deep knowledge and understanding of the customer, so that the product or service perfectly suited to his needs and the formation of selfselling product. Marketing will have a perfect ready to buy customers. The remaining thing is how to facilitate the customers to get these products or services. ● Second, marketing is how it works Four ways a person can obtain a product. The first way is selfproduced products or services, such as hunting, fishing and fruit picking。 The second way is to take strong, such as robbery or theft。 The third way is to beg, as homeless, hungry, begging food Khan 。 The fourth way is to exchange, some are used, such as goods, services or money exchange for his or her expectations of things. Exchange is the core concept of marketing, it is by offering something in return from someone there get the things you want to process. Exchange occurs, must meet five conditions: ○ at least two parties ○ Each side has to be other things of value that ○ Each party can municate information and transfer of goods ○ Each party is free to accept or reject each other39。s products ○ each party transactions with the other party that is appropriate or desirable If the parties are conducting negotiations, and tends to reach an agreement, which means that they are doing the exchange. Once agreed, we say that a transaction occurred. Transaction is the exchange value between the two posed, A to X in exchange for things to give B Y. Jones to Smith $ 400 to get a TV. This is a typical currency trading, however, if the transaction is not only for the currency exchange as the value. Barter trade between the two sides exchange the product or service, such as the Jones lawyers to Dr. Smith wrote a survivor, and Smith to Jones for a physical examination. Several aspects of a transaction, including the substance: at least two things of value, buyers and sellers of the agreed terms, the agreement time and place of agreement. Normally should establish a legal sy