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引言营销,这种以“交换”为核心概念的理论体系及其实践,是伴随着人类社会商业活动的产生发展应运而生的。它的范畴可以清晰地分为两类：一类把营销作为经营的哲学,或者思维的方式,即营销作为一种成熟学科的理论体系；另一类则把营销与生产、财务或人力资源管理等相提并论,针对某些特定活动的一类管理职能,即营销的实践过程。营销是商业交换过程的内在因素,但其重要性却是随着供求关系这个杠杆的变动而发生变化的。
Introduction Marketing, the theoretical system with “exchange” as its core concept and its practice, came into being along with the emergence and development of commercial activities in human society. Its categories can be clearly divided into two categories: one is marketing as a philosophy of operation or a way of thinking, that marketing is a theoretical system of mature disciplines; and the other is marketing, production, finance or human resource management And so on a par, for some specific activities of a management function, that is, the practice of marketing process. Marketing is an inherent factor in the business exchange process, but its importance changes with the lever of supply and demand.