The purpose of this study is to understand marketing executing states and how marketing operates at primary schools. A questionnaire developed in the study was to make a survey on 538 principals who were stratified randomly sampling from 20% of public elementary schools and census private elementary schools, and 340 responded. The effective response rate was 63.2%. The main findings are as follows: 1. A marketing department is not established in primary school. Principals are inclined to distribute the related work to other relevant departments. 2. The main problem of primary school marketing is lack of funds and no specific department to take responsibility. 3. When a principal's perception of the overall marketing ope4ration has reached an ideal condition, there would be 3 dimensions, and the internal marketing is usually perceived the best one, followed by interactive marketing, and then external marketing. 4. Principals, who have worked as a principal "for 5 to 8 years", "with a master degree", "working at a school having more than 49 classes", "at urban area" and "private school", perceive the school marketing operation much better. According the study results as stated above, some recommendations are made.