市场营销是研究企业经营管理问题及规律的一门科学。美国是市场营销学的发源地,已经有近百年的历史了。当人们出国访问参观,或者查阅有关资料时,都能深深地感觉到,美国人是十分重视观念问题的,尤其是营销观念。西方学者认为,营销观念是一种商业哲学,也就是我们通常所说的企业经营思想,其核心是以消费者需求为中心,千方百计地满足消费者的需求,让消费者满意。美国市场营销大师菲力普·科特勒在《市场营销管理》一书中详细论述了营销观念的演变过程,将其分 Marketing is a science that studies the problems and laws of business management. The United States is the birthplace of marketing, has nearly a hundred years of history. When people visit or visit abroad for information, they can deeply feel that Americans attach great importance to conceptual issues, especially marketing concepts. Western scholars believe that the concept of marketing is a business philosophy, which is what we usually say business thinking, the core is based on consumer demand, do everything possible to meet the needs of consumers, so that consumers are satisfied. Philippe Kotler, the American marketing guru, elaborated the evolution of marketing concept in his book “Marketing Management”