Marketing has already existed before the formal study, circa ancient Greeks of 1700s, raised the concepts of market, value, and human as social and economic elements. And since industrial revolution, more and more inventions have invented, which means our product capabilities are enhanced, so we need mass market to meet this mass production, the market was growing at that time. And take World Wars as a vital point, after war, the American society realized that they need products, costumers, goods and services to fixed the time they lose at war and they met a dilemma which was they need to make sure that the consumption was keeping match the production capacity. At this time, there was a great need for the current situation, they need to make marketing a discipline function and make sure that it could run at every time and McCarthy (1960) ‘s ‘4Ps’ model of marketing’ appeared. ‘4Ps’are price, product, place and promotion， but there existed lots of problems, because this framework is too simple to fit the complex process and real world, and before using this framework, they need to make sure that the whole marketer are in control and all of them are following the marketing concept.

But every thing changes, nowadays there are so many divers of change since 1950s United States. ‘4Ps’ cannot represent the whole market, so there comes another ‘3Ps’, which are people, process, and physical evidence. These ‘7Ps’ formed a services marketing rather than only product marketing. But actually ‘7Ps’ cannot represent the whole market, too. We cannot keep adding ‘Ps’ to describe the whole market deeply. In the last three, four years since the economic crisis, Globalization is increasing, which means there are more competitors around us, not like past years, the competitors only came from the place nearby, actually they come from every where in the world. And markets fragment much more than before, which imply that it’s not clear a single product will have a lone product life, more and more innovations and inventions, we could not clear see who is my competitor, because the industry boundaries are becoming blurring. So for firms they could not always rely on their quality of products, because generally, all the firms could make their products high quality, for example, Japanese firms follow the ‘JIT’ just in time way to manage their produce line, so firms should seek some advantages besides high quality to make their products stand out and hence attract costumers. And costumers becoming more demanding, for example, when they are shopping, they will ask more questions and do some compares with your competitor’s product because of the fast explosion in IT, GPRS, iPhone, Google earth…the technology renews too fast so the market must change to fit the current situation.

So marketing needs to change to adapts current situation and cope with future changes. Nowadays there are three key challenges: the financial crises, the environment changes and the technology (web 2.0). For the financial crises, it impact lots of way in our life. During economic recession period, many luxury shops were closed but supermarkets such as TESCO were still opening. This is a major impact on marketing, some business such as TESCO will like the economic recession because people become more economic, they will focus on the daily use product in order to maintain their life. But some business such as LV will dislike this kind of recession, because people are not willing to buy luxury stuffs while they could not offer any of them. And for new marketing landscape in terms of technology, many consumer activity could be done by using smart phones, for example, they can scan the website and have a quick look of the products, they can use GPRS to find the nearest store…So these technology is really changing things, and business should interact with customers by this way and need to figure out how to let the other customer without smart phones know the latest