How about 20 15 mobile campus recruitment marketing?

As a planning and execution activity, marketing includes the development, production, pricing, promotion and circulation of a product, a service or an idea, and its purpose is to meet the needs of organizations or individuals through the process of exchange and transaction. Marketing refers to a series of market-related business activities such as product production, circulation and after-sales service under the guidance of customer demand. 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 "(Marketing Management, 5th edition, 13 ~ 14 pages). There are also some definitions expressed from a micro perspective. For example, the American Marketing Association defines marketing in 1960: marketing is "an enterprise marketing activity that guides products or services to flow from producers to consumers". The definition of marketing MBA: refers to the whole process that an enterprise takes customers as the center, takes the market as the guide, starts with product planning, and comprehensively uses various marketing means to finally achieve its business objectives. J.E.Mccarthy also defined micro-marketing in 1960: Marketing "is the responsibility of an enterprise's business activities, which leads products and services directly from producers to consumers or users, so as to meet customers' needs and realize the company's profits" (basic marketing, p. 19). Although this definition points out that satisfying customers' needs and realizing enterprises' profits become the company's business objectives, both definitions indicate that marketing activities begin with the end of product production activities and end with the transfer of goods to users. Therefore, enterprise marketing activities are limited to the narrow scope of circulation and are not regarded as the whole process of enterprise sales, including market research, product development, pricing, distribution advertising, publicity and promotion. Philop K otler defined marketing in 1984 as: Marketing refers to the function of an enterprise, "knowing the unsatisfied demand and desire at present, estimating and determining the demand, selecting and determining the target market that the enterprise can best serve, and determining the appropriate products, services and plans (or schemes) so as to serve the target market" (preface to Marketing Management). The American Marketing Association (AMA) gave a more complete and comprehensive definition of marketing in 1985: Marketing "is a process of planning and implementing the design, pricing, promotion and distribution of ideas, products and services, thus generating communication to meet personal and organizational goals." This definition is more comprehensive and perfect than many previous definitions. The main manifestations are as follows: (1) The concept of products has been expanded, including not only products or services, but also ideas; (2) The concept of marketing has been expanded, and marketing activities include not only profitable business activities, but also activities of non-profit organizations; (3) emphasizing the communication process; (4) Highlighting the formulation and implementation of the marketing plan. In addition, we can also understand it this way: 1. Marketing is an enterprise activity and a purposeful and conscious behavior of enterprises. 2. Meeting and guiding consumers' needs is the starting point and center of marketing activities. Enterprises must take consumers as the center, face the changing environment and make correct responses to meet the changing needs of consumers. Meeting the needs of consumers includes not only the current needs, but also the potential needs in the future. The current demand is the tendency to buy existing products, while the potential demand is the desire for a certain function of products that have not yet come out. Enterprises should stimulate and guide consumers to generate new demands by developing products and using various marketing methods. 3. Analysis of environment, selection of target market, determination and development of products, product pricing, distribution, promotion and service provision, and coordination and cooperation among them are the main contents of marketing activities. There are four basic variables in the marketing mix that can be controlled artificially, namely, product, price, place and promotion method. Because these four variables all start with the letter "P" in English, they are also called "4Ps". What an enterprise needs to do in its marketing activities is to pay close attention to the changes in the uncontrollable external environment, properly combine the "4Ps" and do everything possible to make the controllable variables (4Ps) of the enterprise quickly adapt to the uncontrollable variables in the external environment, which is also the key to the success of its operation and the survival and development of the enterprise. 4. Achieving enterprise goals is the purpose of marketing activities. Different enterprises have different business environments, different enterprises will be in different development periods, and different products will be in different stages of their life cycle. Therefore, the goals of enterprises are varied, such as profit, output value, output, sales volume, market share, production growth rate and social responsibility. But no matter what the goals are, they must be exchanged through effective marketing activities and reach a deal with customers. In the first stage of development, marketing was founded in the United States in the early 20th century and 1920s, which originated from the development of industry. At that time, the research scope of marketing was very narrow, only studying the setting of advertising and commercial outlets. And set up related courses in universities in Illinois and other States. The change from "American Advertising Association" to "National Association of Advertising and Marketing Teachers" provides organizational guarantee for marketing research. The research characteristics of marketing are as follows: a. Emphasis is placed on sales promotion and advertising, but the theory, concept and principle of modern marketing have not yet appeared; B. Research activities are basically confined to university classrooms and professors' study rooms, and have not been paid attention to by society and business circles. The second stage, from 1920s to 1950s, was a development stage, which began to take shape. American domestic enterprises began to use marketing means to operate enterprises on a large scale and explore overseas markets, and European countries followed suit. 193 1 set up "American marketing association" to preach marketing. 1937 The merger of the above two organizations attracted the participation of academic and business people, and marketing began to move from university platform to society. The development of marketing at this stage is manifested in application. Because of the unprecedented economic crisis in the capitalist world from 65438 to 0929, the economy experienced the Great Depression and great contraction, the purchasing power of society dropped sharply, and the market problems were unprecedentedly acute. This crisis has dealt a great blow to the whole capitalist economy. At this stage, the research characteristics of marketing are: a. There is no narrow concept of product promotion; B. Study promotion and advertising on a deeper and broader basis; C. study the organizational structure of enterprises conducive to promotion; D. Marketing theory research has begun to move towards the society, which has attracted the attention of the broad business community. The third stage, from 1950s to 1980s, is the development stage of marketing. The American military economy began to turn to the people's economy, social goods increased sharply, and social productivity increased greatly, but the corresponding consumption level of residents did not get much improvement, and the market began to appear a state of oversupply. At this time, American marketing experts W.Aderson and R.Cox put forward that "generalized marketing is any activity that promotes producers and consumers to trade potential goods or services." This view makes marketing enter a new stage. Originally thought that the market is the end of the production process, now it is considered as the starting point of the production process; Originally thought that marketing was selling products, now it is thought that marketing is to find goods or services that meet consumers' needs and desires through investigation, and then meet consumers' needs and desires. Let marketing get rid of the enterprise framework and enter the social vision. It has obvious management orientation. The fourth stage, from 1980s to now, is the mature stage of marketing, which is manifested in the following aspects: First, it is related to other disciplines, such as economics, mathematics, statistics, psychology, etc. Second, it began to form its own theoretical system; The 1980s was the revolutionary period of marketing, and it began to enter the field of modern marketing. Let the marketing look brand-new. The new definition was introduced in Boston, USA in August 2004. At the summer seminar of marketing lecturers of AMA (American Marketing Association), AMA announced a new definition of marketing, thus updating the official definition of marketing in AMA in recent 20 years. Since then, the new definition of marketing has caused extensive discussion in American marketing theory and practice. The new definition of marketing announced this time is revised on the basis of integrating the contributions of many marketers in the global theoretical and practical circles. Professor Guo Guoqing from the Business School of Renmin University of China suggested that this new definition be completely expressed as: Marketing is not only an organizational function, but a series of processes of creating, spreading and transmitting customer value and managing customer relationships for the benefit of the organization itself and its stakeholders. One of the main forces driving the re-examination and revision of AMA's official definition of marketing is AMA's CEO Dennis. Dunlop The first official definition of marketing was adopted by AMA's predecessor, American Association of Marketing Teachers, in 1935 and formally adopted by AMA in 1948. 1960, when AMA re-examined the definition of the first edition, it decided to keep it unchanged without making any changes. In this way, the original definition of marketing has been used for 50 years until 1985. The revised definition is the most common definition of marketing we see today: marketing is a process of planning and implementing ideas, pricing, promoting and distributing goods, services and ideas to create communication that meets individual and organizational goals. This definition has been used until now, and it was not revised until this summer. This new definition is the first revision of the definition of marketing in recent 20 years, and it is no wonder that it has attracted the general attention of marketers. Of course, the reason for attracting everyone's attention lies in the status of AMA. Therefore, if she makes such a modification, it will naturally attract attention from all sides.