When did marketing become globally important? Marketing - concept, history of development

Internet Marketing Short Course from WebEvolution

MARKETING

The history of the development of Internet marketing is only 10-15 years old, and it is a reflection and embodiment of classical marketing in the digital environment. Therefore, we decided to talk a little about the history of marketing itself. Only briefly - about the most interesting! It will not be a mistake to say that marketing is an achievement of the 20th century. However, its origins are found even in ancient times. What path did he travel from primitive times to the present day?

Before the History of Marketing Development: Disappeared Civilizations

The beginnings of marketing appeared when the first exchange of goods took place. And this happened almost simultaneously with the emergence of mankind. In the first known ancient civilizations, trade flourished even before our era, and advertising accompanied it.

Of course, it was primitive, but ancient papyri with advertising text, cave paintings and inscriptions have survived from the time ancient egypt and Greece, Rome and even Sumer. So, the first reason for the appearance of marketing is the production of goods not only for personal consumption, but also for exchange.

The development of marketing in the gloomy Middle Ages

In this era, many achievements of antiquity were forgotten. But advertising has survived, although it has moved from texts to speech form. This is due to the fact that it was cheaper and faster to convey information to the common people by oral messages - the majority simply could not read.

Imagine a crowded city fair, which gathered a lot of semi-savage people from the surrounding villages. To draw attention to your product, you had to walk the aisles, show product samples and loudly, in order to shout out the polyphony, report the benefits.

The ancestors of advertising agents were heralds, heralds (the same heralds, but of a higher status, under the feudal lords), as well as fair barkers, singers and even musicians. And the functions of the first advertising messages were embodied in a special fair folklore, the storytellers of which could exalt one merchant, and quite atone for another in verbal mud. Therefore, by the way, fights often happened at fairs.

However, over time, especially in cities, more civilized features appeared in the history of marketing development. In short, shopkeepers, grocers, owners of taverns, barbers, etc. tried to decorate the signs at the entrance beautifully. Symbolic designations of types of activity appeared: a hammer - at the forge, a bagel - at the door of the bakery, scissors - at the tailor.

With the advent of manufactories and machine tools, the range of products is growing. As a result, it becomes more difficult to market. But advertising is not yet the engine of trade. The calculation is still simple: if there is a product, there will be a buyer.

Although, in a certain sense, the creation of printing presses made a revolution - the propaganda message could now be printed instead of shouting out.

Or maybe the history of marketing originates in Japan?

His homeland is not known for certain. It is widely believed that the founder of relatively modern marketing was the owner of the first department store in Japan. It was in 1690 in Tokyo. A certain Mitsui, when choosing an assortment, took into account the interests of buyers and established guarantees.

There is evidence that the Russian merchants in the 16th and 17th centuries used marketing techniques no worse than the Japanese businessman. In particular, each merchant sought to create a circle of his regular customers, as he understood that they were more reliable than random guests. Such regular customers lured - a free appendage was supposed to be added to the goods, gifts-trinkets, it was possible to take a sample. Why not modern sampling?

Certain terms and marketing techniques were also used in England in the 17th century, from where, together with the settlers, they were inherited by America.

18-19 centuries - a key stage in the history of marketing development

A progressive era in which marketing is strengthening its position. During this period, there were many changes that influenced the development of this type of activity. Let's briefly talk about the main ones. To begin with, it is important to understand the general trends of the time: demand exceeds supply; growing urban population; obvious division into poor and rich, educated citizens and ordinary people; manufacturers are trying to conquer the market with the quantity of manufactured goods.

But there were bright minds at that time who were ahead of the era. This was Cyrus McCormick, who was the first to say that marketing should be made the main direction in the development of the enterprise. And the main task of the manager is “working with his own consumer circle”, that is, with the target audience. He said so in the 19th century and along the way (with the invention of the combine) introduced into circulation the concepts of pricing policy, market research, and service. But his ideas were fully embodied only by the end of the 20th century.

20th century - a time of paradoxes in the history of marketing development

In the 20th century, the history of marketing develops as a component of economic theory, or rather, applied economics. No wonder, because both concepts are directly related and operate with such basic terms as supply, demand, benefit, exchange, profit maximization, rationality, etc.

Let us briefly list the main milestones in the development of marketing in this century: - The first courses on this subject began to be taught at the universities of Illinois and Michigan in 1901. - After 7 years, a commercial research company was founded in the USA to study marketing issues. - First marketing departments at large industries appear since 1911. - Marketing became an independent science after the recession of the Great Depression, which lasted from 1923 to 1933. - In 1922, the first advertisement on the radio came out. - In 1926 - the creation in the USA of the National Association of Teachers of Marketing and Advertising - 1941 - the date of birth of television advertising.

The common approach in the first quarter of the 20th century was that market leaders should produce the best product in large quantities - then they will be able to overtake competitors.

The development of industrialization and the rapid growth of cities led to the fact that production became massive, while the race for product quality increased. Since there are a lot of offers on the market, a new task has been formulated - to stimulate sales.

This era began after the end of World War II. Manufacturers have shifted to effective ways sales of goods, the profession of a sales specialist arose. Marketing is beginning to play a key role in business planning and is increasingly associated with the interests of the consumer.

All this brought the onset of the next stage in the development of marketing, which is counted from the 60s to the present. If you briefly describe the principles that are characteristic of this era, it will turn out like this: stable, trusting and long-term relationships with the consumer, strengthening business ties, partnership, fair competition.

A Brief History of Marketing Development in Russia

In Russia, this concept was destined for a different fate. This is due to the revolution of 1917, although in the late 19th and early 20th centuries, development proceeded in a global manner.

In tsarist Russia, various marketing tools. We briefly list the main ones:

Public opinion was influenced by the distribution of promotional products.

The largest manufacturers participated in local and international salons and conferences.

They also acted as philanthropists, thereby earning a positive reputation in the market and in the eyes of the people.

All these trends were curtailed in Russia with the advent of Soviet power. A slight surge occurred with the advent of the NEP: the Market Institute was established in Moscow. It was the only organization in the USSR that studied the history and development of marketing. After the completion of the NEP, private property, competition and the development of the market in the USSR ceased to be discussed until the onset of a thaw during the reign of N. Khrushchev. Although even then the opinion prevailed that marketing was a class alien element that was not needed by the Soviet people.

Only in the 70s, when the USSR tried to enter the foreign market and failed due to a complete misunderstanding of market relations, marketing courses began to be taught in 8 universities of the country. And a new round of its development in the conditions Russian market started in 1992 and continues to this day.

Summing up, let's make a brief conclusion: in Russia, marketing is a relatively young discipline that should be studied by everyone who is connected with sales. And taking into account the development of the digital environment, it is impossible to bypass Internet marketing, the technologies of which change daily.

Plan

1.1. The purpose, objectives and content of the discipline "Marketing in construction".

1.2. Brief history of marketing development.

1.3. Essence, purpose, tasks and basic concepts of marketing in construction.

1.3.1. Essence, purpose and tasks.

1.3.2. Basic concepts.

1.4. Basic principles and functions of marketing in construction.

Literature.

1.1. The purpose, objectives and content of the discipline "Marketing in construction"

With the transition to a market economy of enterprises and organizations, a number of problems have arisen related to the market, both in their economic activity and in solving social issues. The scope of the market covers the labor market, valuable papers, construction products, goods, services. The production itself in the market conditions, supply, demand, the price of goods are closely related, and the successful operation of the enterprise depends on the knowledge and the correct concept of market processes, the ability to organize market activities. All these issues can be solved by marketing, which covers all aspects of the economic activity of construction organizations (planning, organization, management of construction production, financing, supplies, research and development work, etc.).

The purpose of studying the discipline: the formation of modern views and special knowledge in the field of marketing, the acquisition of practical skills aimed at increased demand in the construction products market, taking into account the satisfaction of needs and ensuring the effective operation of the enterprise.

Course objective: familiarization of students-managers with the practical skills of conducting marketing research, developing a marketing plan, the organizational structure of the marketing service and the functional responsibilities of managerial personnel in the industry, etc.

The discipline provides for the study of industry marketing problems at all stages life cycle creation of building products. Particular attention is paid to the basics of a comprehensive market research, the trading system in construction and pricing policy, investment and complex analysis marketing research in construction.

A Brief History of Marketing Development

The appearance of marketing elements dates back to the middle of the 17th century. Its first principles were applied in Japan. In 1650, a member of the Mitsui family (now a well-known firm) opened a department store-style store in Tokyo that systematized and used information about the needs of customers. Based on this information, goods were made that were in high demand. When buying a product, the consumer was given a guarantee, during which, in the case of a poor-quality product, the buyer could return the product and receive a refund.

The creation of the main marketing tools - market research and analysis, pricing principles, organization of a service policy, dates back to the end of the 19th century and is associated with the name of the American Cyrus McCornick. Since 1902, in the US universities - Michigan, California and others, disciplines have been introduced and lectures have been given on the course "Marketing of goods", "Methods of marketing", etc.

Between 1910 and 1925 marketing began to penetrate into production, into business, for which purpose departments for market research were created at firms. There are publications on the formation of the foundations of marketing and sales management, and this concept of marketing is characterized as a production one.

The disadvantage of this concept was that it proceeded and obeyed the original principle: “I make and then I sell” and did not take into account the needs of the consumer, which changed over time. The concept, the so-called commodity concept, which arose again in the 20s and 30s of the 20th century, focused on the quality of products and was aimed at improving the consumer properties of the goods.

The generally accepted concept of marketing was formed in the mid-1950s, and marketing began to be seen as the implementation of various types of economic activities that direct the flow of goods and services from the producer to the final or intermediate consumer. In general, this period is characterized as a marketing concept, where the main question is solved: “How to sell the goods?”.

In 1960, Jerome McCarthy proposed the "four P" model, which explained the essence and content of marketing. The model identified four main elements of marketing: product (product), price (prace), sales (place), advertising, promotion (promotion).

Marketing institutes and associations began to organize themselves, which were engaged in marketing research, the formation and development of marketing organizational structures. During this period, marketing began to be seen as a system of views and practical activities, the development and implementation of the principles of strategic marketing began, the main task of which is the possibility of marketing products with certain consumer characteristics that give the company an economic advantage over competitors.

In the 70s of the XX century, marketing became widespread, and in the 80s it covered the entire service sector. By the end of the 70s of the last century in England, more than 500 firms carried out market research, and in the USA there were more than 350 marketing research firms, an extensive network of schools and various courses was created at associations, universities and other universities. This stage was called traditional.

In subsequent years, marketing activities are directed to meet the needs and requirements target markets taking into account the saving of labor, material and other resources, as well as the protection environment. A complex of marketing studies of social and economic consequences of the production and consumption of manufactured products is being carried out. This concept is called social - ethical marketing.

Modern concept interaction marketing is the most progressive, both for the consumer, the manufacturer, and for society and business partners. It provides for meeting the needs of consumers, the interests of partners and the state, in the process of their commercial and non-commercial interaction and has found application in many advanced foreign countries.

The concept of marketing was also used in the former USSR. Already in the 70s, marketing research was carried out, when the demand for most goods exceeded supply, and when it was necessary to constantly improve production in order to increase production volumes. Even then, advertising and promotion were used; more than 100 market research agencies were organized, etc. In 1990, a marketing association was organized in the USSR.

At present, in Ukraine in many industrial enterprises and construction organizations, marketing services have been created and exist. In higher educational institutions, faculties and departments of marketing have been created and are working, which train specialists for managers - economists, engineers and engineers - economists. The number of scientific publications is growing every year and scientific papers, which characterize industry-specific marketing problems, a wide network of communication and information support has been developed.

In 1997, the Ukrainian Marketing Association was created on a voluntary basis. It carries out its activities in accordance with the Charter and the Code of Ethics of the Association. The members of the Association are more than 100 enterprises, organizations, consulting firms, advertising agencies And so on. Today, more than 20 non-state firms are engaged in marketing research.

At the same time, most Ukrainian enterprises use only separate disparate marketing tools, and not a marketing mix system - a mix; there is no marketing policy aimed at specific consumer problems. It is still a practice to sell what is produced by the enterprise and what they have become accustomed to over the years. Today, the formation of a marketing system is taking place at Ukrainian enterprises, which is associated with a number of problems, including:

The small number of personnel involved in marketing activities, as well as the lack of marketing services in many enterprises and organizations;

Lack of experienced, highly qualified marketers;

The lack of the necessary interaction between the marketing service and other departments of the enterprise due to their failure to recognize the leading role of the marketing department in system research, as a result of which the latter is carried out separately;

Poor training of business leaders in marketing activities;

Lack of proper domestic experience compared to foreign marketers, etc.

Conducted scientific research and world practice of the evolution of marketing concepts by periods are characterized by the leading idea, tools and main goal, which are shown in table 1.1.

Table 1.1

The evolution of marketing concepts

As we can see, marketing has gone through several stages in its development. World science and practice in the field of marketing and entrepreneurship has substantiated and recommends highlighting the following marketing concepts: production, commodity, sales, traditional, social - ethical marketing, interaction marketing(Fig. 1.1).

1. Prerequisites for the emergence of marketing…………………………………………………….3

2. Conditions for the emergence and development of marketing……………………………………………..4

3. Stages of marketing development……………………………………………………………………..7

4. The concept and essence of marketing……………………………………………………………..9

5. History of marketing development abroad………………………………………………..12

6. Conclusion……………………………………………………………………………………..16

7. References…………………………………………………………………………….18

Introduction.

Marketing - integrated system organization of production and marketing of products, focused on meeting the needs of specific consumers and making a profit based on market research and forecasting, studying internal and external environment exporting enterprise, development of strategy and tactics of behavior in the market with the help of marketing programs.

Marketing is a phenomenon of the 20th century. It owes its origin to economic science and developed as a form of applied economics. Marketing is closely related to the basic categories of economic theory, such as exchange, profit maximization, utility, specialization, rationality.

1. Prerequisites for the emergence of marketing

Marketing as a concept of managing the actions of market entities in a competitive environment has gained its fame on a global scale due to its effective application in both commercial and non-commercial areas. Standing out as an independent science at the beginning of the last XX century, it reasonably took its place among the achievements of economic sciences and business practice. The successful activity of each market entity in a competitive environment has a positive effect on the overall well-being, which largely depends on the effective marketing management of the relevant objects.

Prerequisites for the emergence of marketing at the end of the XIX century. there were the "wild market" (unorganized competition, ignoring the needs of the consumer, the concentration of industrial and commercial capital, monopoly, etc.) and antimonopoly law, i.e. state regulation of the market.

In 1902, the teaching of marketing as a science was introduced at US universities.

1910 - 1920 marked the beginning of the development of a coherent theory about market regulation tools.

Initially, it was supposed to organize a system of market sales on a scientific basis, which was called distribution. Distribution is distribution in the market. In the course of its development, the theory begins to cover the process of product promotion, the study of demand and its satisfaction, etc. And therefore, in the early 1920s. economist A. Cox proposed another name - "marketing".

2. Conditions for the emergence and development of marketing

Marketing should be considered, first of all, as a result of the evolution of market relations, a necessary component of a developed market economy.

According to the ratio between supply and demand, there are 2 types or market conditions:

seller's market (manufacturer's market);

In a seller's market, demand significantly exceeds supply, the commodity market is poor, the scale of production is small, there is no competition, there is a dictate of the manufacturer, the quality of goods has almost no effect on sales volume, only quantity plays a role. In this case, when the volume of production does not keep up with the growth in demand, the enterprises reduce the cost of advertising and sales promotion, the marketing service is frozen and is only engaged in compiling long-term forecasts for certain parameters of its activities.

In a buyer's market, supply in quantitative terms constantly exceeds demand, the commodity market is oversaturated, competition is significant and constantly growing. The main difficulties for the enterprise in these conditions arise not in the sphere of production, but in the sphere of marketing. In such a situation, the most rational way to balance supply and demand is to stimulate demand through the development of a marketing system and marketing services at enterprises (needs development policy). In such an economic situation, enterprises and organizations are oriented towards marketing. essence this process expressed by the phrase: "From product sales to marketing as a guiding philosophy."

The buyer's market is the most developed type of market relations.

Types of Marketing Applications:

Consumer marketing (consumer goods).

Industrial marketing (means of production, raw materials, fuel, materials).

Marketing of services (educational, household, medical).

Information marketing (market research).

Consumer marketing is characterized

a large number of consumers;

a large number of needs;

lower costs;

generating ideas;

individual orientation;

intensive indirect approach;

streaming sales.

Industrial marketing is characterized by:

limited number;

specific demand;

high cost of the transaction;

problem solving;

industry orientation;

intensive direct approach;

sales personalization.

According to the area of ​​​​application, they distinguish:

International Marketing.

Non-commercial marketing (metomarketing): associated with the management of political parties, public and government bodies. The object of sale is not a product, but ideas, programs, views.

Micromarketing (marketing activities of firms).

Macromarketing (economic activity of the state in the field of marketing).

Social marketing: this is a part of metamarketing for the implementation of social programs.

According to the degree of marketing development, there are:

Distributive marketing - trading activities in the broadest sense of the word (sales activities, sales, transportation, advertising, etc.);

Functional marketing - a system of organizational, technical and commercial functions of enterprises related to the production and sale of goods, market research, sales promotion, pricing policy;

Managerial marketing is a market concept for managing the creation, production and sale of goods, where information about the market is the basis for making managerial decisions.

Areas of marketing.

3. Stages of marketing development

The stages of development of marketing as a science are closely related to the stages of market development and the market orientation of the company.

The first stage is related to the orientation towards production (it lasted approximately until the 1930s), i.e. The company's activities are aimed at using production possibilities. So, at this time, demand far exceeds supply, and therefore any manufacturer can sell his product ( important role plays the quantity of goods, not its quality). There is competition between buyers.

Another characteristic feature of this period of time is the monopoly market. At a certain point, the monopoly of a particular product becomes a brake on the development of its market, so either the state intervenes (antimonopoly policy), or the company is forced to reorient its activities, preventing the fall in consumer demand. As a result, a marketing concept for improving production appears, where the main drawback is the narrowness of the product range. This direction is used in the production of consumer goods. Ultimately, supply begins to exceed demand, a situation of abundance of goods arises. In 1929-1931. the presence of overproduction shows that it is not enough to produce a product, one must be able to sell it.

The second stage is related to sales orientation (1930-1959). The main idea of ​​this concept was that it is necessary to make significant marketing efforts in order for the product to be in demand. Firms have begun to use various methods sales of their products - from aggressive (compulsory one-time purchases) to consumer orientation towards long-term purchases. A well-organized production and an extensive distribution network gives priority to more expensive or lower quality goods. The task of the manufacturer was to produce as much as possible more product and sell it as smartly as possible. All this has led to the fact that the market is oversaturated with a narrow product range, and increased competition has forced companies to apply the concept of "product improvement". The bottom line is that the product will be in demand if it is of good quality, and therefore, the key to success is the constant improvement of the quality of the product. The disadvantages are: the high price, the "passion" of the company for its product, and many others.

Subsequently, the “consumer concept” appears (late 1970s), based on the desires and preferences of the consumer. And sales will be successful if production is preceded by a study of the situation and market needs. The orientation of the company to the immediate needs of the individual often contradicted the long-term well-being of the whole society, which led to the need to focus on social and ethical marketing (1980s), this concept is characterized by the fact that if the production of goods causes negative processes in nature or in some way harms society, then such production should be eliminated or modified. All this is possible only in a society with a developed market that has gone through many years of mass orientation towards marketing.

Each of the above concepts has its pros and cons. The marketing concept proposed by J. McCarthy tried to connect the structural elements. This system includes five areas of market activity of firms:

1) sellers and buyers (people);

2) product (product);

3) price (price);

4) sales promotion (promotion);

5) product positioning on the market (place).

The concept originated in the 1960s. as a response to an unequivocal marketing decision.

4. Concept and essence of marketing

Marketing (from the English market - “market”) is the original unity of rigorous science and the ability to work effectively in the market.

Marketing is a single complex of organizing the production and marketing of goods (services), aimed at identifying and meeting the needs of a specific group of consumers in order to make a profit.

Marketing is a relatively young science (about a hundred years), but this does not mean that before the recognition of this science, no one used its methods. Basically, this happened on a subconscious level: from the moment the product and the market appeared, each merchant was interested in selling his product using various promotion attempts (advertising, customer research, etc.). Naturally, this was all at a primitive level. And only in recent decades in the science of management a new trend has appeared, with clearly defined boundaries, functions, goals, methods, called "marketing". This term appeared for the first time at the beginning of the 20th century. in the USA, and after only 15 - 20 years it penetrated and began to be actively used and developed in many countries of the world. Marketing begins its development in 1960-1970, it is influenced by both external and internal factors:

a) increased standard of living;

b) an increase in the share of disposable income;

c) improving the quality of provided social services;

d) the development of communication systems (people are actively starting to travel, bringing with them not only new goods, but also new needs);

e) the desire to use their free time to their advantage.

In this regard, entrepreneurs are beginning to explore these factors in order to improve their products, increase sales and maximize profits. In these marketing programs, firms include measures to improve the quality of the product, its assortment groups, the study of buyers, potential competitors, pricing policy objectives, methods and techniques for increasing demand, and much more.

Marketing is a kind of philosophy of production, which is constantly subject to the market, political, economic and social influences. With the right "understanding of the environment", the ability to quickly respond to market changes, the ability to accept flexibility in solving strategic and tactical tasks, marketing can become the foundation for the long-term and profitable activities of any company.

In the very essence of marketing, certain concepts are laid down: need (need), request (demand), product and exchange. The initial component of human nature is need: the need for food, clothing, warmth, security, and so on, i.e. need is a person's feeling of lack of something. But the need, which has taken a specific form under the influence of the level of culture and personality of the individual, is called a need. Needs are limitless, and therefore a person chooses only those that allow him his financial capabilities. The world of goods and services is designed to satisfy human needs.

A need backed by purchasing power is called demand. Demand is a variable. It is influenced by such factors as the price level, income level, fashion and many others.

A product is something that can satisfy a need (need) and is offered to the market for the purpose of sale.

Exchange is the act of receiving something in return for something.

The commercial exchange of values ​​between the two sides is a transaction.

To complete a transaction, certain conditions must be met:

a) availability of objects of the transaction;

b) the presence of the subjects of the transaction;

c) determination of the terms of the transaction;

d) determining the time and place of the transaction.

Any transaction takes place in the market. In modern society, the market is not necessarily a physical quantity (place).

Hence the role of marketing for the economy is to increase trade and market efficiency.

5.History of the development of marketing abroad.

In world practice, marketing did not appear immediately. It is the result of many years of evolution of the views of managers on the goals, objectives and methods of development of production and marketing. Sales promotion, advertising, public relations methods (but under other names) were used in ancient Rome, and maybe even earlier. Even in the distant past, a shoemaker who drove a nail into the doorframe of his workshop and hung a pair of repaired boots on it began to use separate methods of product promotion, although the term “marketing”, and the concept of marketing itself, appeared much later.

As early as the second half of the 18th century, the well-known political economist Adam Smith wrote in his work “The Wealth of Society” that the producer has no greater concern than satisfying the needs of consumers.

According to some economists, the time of the formation of marketing refers to the period following the "great depression" that swept the West in 1923-1933, others believe that this is the period of the early 50s of the XX century. But its history is much older.

The emergence of marketing, from the point of view of Peter Drucker, is associated with Japan. According to him, marketing appeared in Japan around 1650, when the first member of the Mitsui family settled in Tokyo and opened a store there that can be called the first department store. There he pursued a policy that by 250 years anticipated what was then carried out by the largest trading firms, namely:

1) became a buyer for his consumers, buying in the store those products and goods that they needed;

2) looked for means and sources for their production;

3) introduced the principle of an unconditional refund for the returned goods;

4) significantly expanded the range of products for customers.

In the West, marketing arose in the middle of the 19th century. Cyrus McCormick was the first to point out that marketing should be the central function of the enterprise, and the creation of a circle of consumers a special job of the manager, was Cyrus McCormick. And although he is better known as the designer of the first combine, nevertheless, it was he who created such areas of modern marketing as market research and analysis, principles of pricing policy and after-sales service. All this led to the prosperity of his company "International Harvester". As an academic discipline, marketing first emerged in America. In 1901, a short course in marketing began to be taught at the Universities of Illinois and Michigan. In 1905, V. E. Kreuz taught the course "Marketing of goods" at the University of Pennsylvania. In 1910, at the University of Wisconsin, R. Butler began to teach a permanent course "Methods of Marketing".

Thus, the United States is considered to be the birthplace of modern marketing. During this period, marketing was linked mainly only with the sale of goods: the main attention was paid to the organization of sales, trade and advertising. However, later the limitations of this interpretation became obvious. The crisis of 1929-1933 also played a significant role in this, after which marketing finally lost its purely sales orientation. Second World War acted as a catalyst for the development of heavy industry, which required new principles and approaches to production management. Mass production is developing, which, in the conditions of excess of effective demand over the available supply on the market (“seller's market”), contributed to the implementation of the marketing policy and the accumulation of further experience in this area of ​​marketing.

But, starting from 1948, marketing began to be considered as the implementation of other types of economic activity that directs the flow of goods and services from the producer to the final or intermediate consumer.

As a system, marketing was created under the influence of the development of monopolies, which required a larger and deeper market research and a better organization of firms in the market. At the same time, its organizational design took place. In 1908, the first commercial marketing organization was created, in many of the largest firms at that time marketing research departments began to be created (1911 - Curtis Publishing, Y.S. Rubber, Swift and Company, etc.) . The creation of these organizations and their activities marked the beginning of scientific publications on marketing, in which attempts were made to form the foundations of marketing as an art of sales management.

In 1926, the National Association of Marketing and Advertising Educators was organized in the United States, on the basis of which the American Society of Marketing was subsequently created, renamed in 1973 into the American Marketing Association (AMA), which today unites about 23 thousand teachers, researchers and representatives business world. Somewhat later, similar associations and organizations appeared in Western Europe and Japan. began to emerge international organizations-- European Society for Marketing and Public Opinion Research (ESOMAR), European Academy of Marketing, International Marketing Federation (IMF). The status of international have essentially:

* American Marketing Association (AMA);

* UK Marketing Institute;

* Indian Institute of Marketing and Management, etc.

Since the late 80s - early 90s, there has been a process of globalization of marketing. So, in 1992 in Canber (Australia) an international conference on global marketing was held, which proclaimed: "Marketing is everything."

Scientific and technological progress has had a great influence on the formation of the concept of marketing, providing a huge variety of goods, high rates of their renewal, and effective management of production and marketing.

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Conclusion.

The term "marketing" originated in the United States at the turn of the nineteenth and twentieth centuries, and as the leading function of management, marketing began to be considered from the 50s.

As a result of studying the history of the formation of marketing abroad, several main stages can be distinguished.
The first stage: 1860-1930 corresponds to the concept of improving production, the essence of which is that the consumer will not be favorable to the product if there are few goods and the product has a high price. Goal: profit by increasing production volumes, reducing prices through improving production technologies.

The second stage - 1930-1950. - the concept of product improvement. The bottom line: the consumer will be supportive of those products that have the best operational and consumer properties and characteristics. Purpose: to make a profit by constantly improving the product. Object: product.

Third stage: 1950-1960 associated with the development of the concept of intensification of commercial efforts. The bottom line: the consumer will not be supportive of the product if they do not make efforts in the field of sales. Means: hard selling, sales promotion, advertising. Purpose: making a profit.

The fourth stage - 1960-1980 At this time, the concept of marketing management is developing, i.e. long term and advanced planning and forecasting based, firstly, on the study of the market, product, buyer; secondly, the use of integrated methods of demand formation and sales promotion; thirdly, focus on market novelty products that meet the requirements of carefully calculated potential buyers. Essence: profit in the market through the satisfaction of needs. Means: product marketing mix, price, sales, promotion.

Fifth stage: 1980-our time - the stage of formation of strategic marketing, marketing orientation for the long term, systematic market analysis, which leads to the development effective goods designed for specific consumer groups. Also at this time, the concept of social and ethical marketing appears - marketing should be aimed not only at meeting the needs of individual consumers, but also at meeting the needs of society as a whole. Marketing methods have come a long way of development and they are constantly changing, improved, taking into account and in accordance with the development of market relations.

In Russia, marketing develops rapidly during the development of industry at the beginning of the 20th century, however, in the Soviet economy, the attitude towards marketing is negative and it is not studied as a science. The study and use of marketing methods and tools actively begins with the start of economic reforms in the 1990s.

Today, marketing has become ubiquitous, no production or service sector can do without promotion. The history of marketing goes back to ancient times. Consider the main stages of the emergence and development of marketing, its evolution and state of the art.

Concept of marketing

It is impossible to consider the history of marketing without defining this concept. Literally translated, the term means market activity, work with the market. But in the course of using this word, it acquires additional meanings. Today, marketing is understood as an activity to meet the needs of people through the production of goods and services, it is a management process for organizing a mutually beneficial exchange between a consumer and a producer. Since marketing is an integral component of market activity, its appearance dates back to very ancient times.

Early stages of the history of marketing development

The first rudiments of marketing activity arose when a person learned to produce as many goods as he could not consume. Surplus goods had to be sold somehow, and then the first signs of marketing appear. This happened already in the days of Ancient Egypt, there are examples of advertising messages on clay tablets. Already in Ancient Greece And Ancient Rome merchants begin to focus on consumer demand, advertising and public relations appear. With the advent industrial production the methods of marketing products become more complicated. For the first time in the history of the development of marketing in Japan in the 17th century, supermarket, working strictly in accordance with the demand for goods. It provided guarantees for the goods, used the beginnings of merchandising. However, all these were single achievements of individual sellers, there was no meaningful system for using these techniques, everything was applied at the level of intuition.

Russian experience

There is a history of marketing in Russia too. As far back as the 18th century, domestic merchants understood that it was necessary to form a pool of regular, loyal customers. And set tight trusting relationship with their consumers, selling only high-quality goods, giving guarantees, selling goods "with a hike", that is, with a small weight, giving small souvenirs for a purchase, they conducted product tastings. The history of advertising in Russia of this period is also interesting: merchants competed in the art of designing signboards and shop windows, used touts, which original form invited customers to the store.

The Emergence of Marketing

In the 19th century, the prerequisites for the emergence of system marketing were formed. The reasons for its appearance were the saturation of the market with goods, the concentration of trade and industrial capital, development of in-line, mass production, unorganized competition, state regulation of markets, monopolies. All this led to a critical situation, which became the beginning of the history of marketing. Theorists are beginning to comprehend the current situation, to offer their own options for getting out of it. In 1901, the discipline "marketing" was introduced for the first time at US universities. In 1908, the first research laboratory dealing with marketing problems was opened. Theorists formulate the concepts of marketing, which later add up to the evolution of this phenomenon.

production concept

The first concept in the history of marketing is traditionally called production. It develops and dominates the markets from 1860 to 1920. Its basic position is the requirement to improve production in order to increase productivity and reduce production costs. It is believed that the market can consume any quantity of goods at reasonable prices. During this period, the markets are not yet crowded with goods, and it is enough to set affordable prices for people to start buying more. But by the beginning of the 1930s, it became clear that the purchasing power of people is not infinite, and it is not enough just to produce a product, you need to think about how to sell it.

Commodity concept

In the early 1920s, the following concept appears in the history of marketing. It is designed to solve the problem of overproduction of goods, and the way out is seen in the improvement of goods. It is assumed that consumers will buy a product of the best quality, so manufacturers devote all their efforts to improving their products, to increasing the functionality of the product. At the same time, all improvements are related to the vision of the manufacturer, the interests of the consumer are in no way taken into account when introducing innovations. Manufacturers are focusing their efforts on creating the "ideal product", on the introduction of new technologies. However, it quickly became clear that even this approach cannot force people to buy endlessly. At a certain stage, this approach bore fruit, but it quickly exhausted its possibilities.

Sales concept

Early 1930s markets developed countries a wave of overproduction swept over, so the idea of ​​​​intensifying marketing efforts arises. There is an idea that the consumer needs to tell about the product many times in different forms, to push him to buy. This is how the marketing mix begins.

Manufacturers understand that one promotion tool is no longer enough, and complex communication programs are needed. This approach leads to the fact that an avalanche of advertising falls on the consumer, annoying, aggressive, offering him an unnecessary product, which repels him from buying. This leads to a negative reaction of consumers, to the refusal of repeat purchases and, as a result, to a decrease in sales.

consumer concept

The next stage in the development of marketing is an approach related to the needs and requirements of the consumer. This concept is also called traditional marketing. Because it declares the main objective- meeting the needs of the consumer, by producing a product that meets the needs of the consumer. The manufacturer, before launching the release of goods, now conducts research on the consumer, his interests and needs. Now it is not what the company can and wants to produce, but what the consumer wants and can buy. The need to establish long-term relationships with the consumer, the formation of consumer loyalty is recognized. The goal of the manufacturer is now customer satisfaction.

Socio-ethical marketing

In the 1980s, the concept of traditional marketing began to be linked to the demands of society. The product must now not only meet the needs individual person but also to comply with ethical and environmental standards. In this concept, the marketing mix complex becomes the main promotion tool. The manufacturer is now obliged not only to study the consumer, but also to take into account the conditions for saving resources and protecting the environment. A modern consumer will buy a product that fully satisfies his needs, and also meets all safety requirements and contributes to the well-being of society as a whole.

Interaction Marketing

In the 1980s, a new concept appeared, aimed at establishing relationships with the consumer. Its appearance is due to the fact that it is not the product that comes to the fore, but the service. Also, a prerequisite for the emergence of this concept was the global expansion of the service market. The manufacturer must now build a customer service program, the service becomes a tool in the fight against competitors. Products have already reached their peak quality, it is difficult to improve them much, so attention is shifted to communication with the consumer, the importance of the brand increases. The spread of this concept is facilitated by the emergence of Internet marketing. The history and development of marketing are moving to a new level, as communications with the consumer are now becoming closer, more interactive, and more effective. With the penetration of the Internet into sales, new platforms for contact with the consumer appear, the regional boundaries of markets are erased, all this leads to the improvement of marketing communications.

The current stage in the development of marketing

Interaction marketing is the dominant concept around the world today. But the peculiarity of the current state of marketing is that several progressive concepts coexist at the same time. Today, manufacturers use not only interaction marketing, but also integrated, strategic, innovative, modeling marketing.

Formation and development of marketing

The concept of marketing is a system of goals, principles and methods of managing the production, marketing and trading activities market oriented business. It is based on the theory of individual choice, based on the principle of consumer priority and reflects the ongoing changes in approaches to the organization of production and marketing activities of an enterprise in new conditions and a new market environment. The modern concept of marketing is that all activities of the enterprise (production, scientific and technical, marketing, in the field of capital investments) are based on knowledge of consumer demand and its changes in the future.

Marketing is a complex, multifaceted, dynamic phenomenon, covering a huge range of various types. human activity from industry to political struggle, from sports to social movements. In one universal definition, specialists have not yet been able to give a complete, adequate description of its principles and functions. Currently, there are many definitions of marketing, each of which considers one or another side of this science or makes an attempt to its complex characteristics.

Modern marketing activity within the enterprise is considered as a complex system management decisions to study the market, meet the needs and requests of customers, based on the capabilities of the enterprise and aimed at making a profit and competitive advantages. When using marketing, the profit for the products sold must cover all the costs of the enterprise, provide an opportunity for its further development and satisfaction of other needs, otherwise marketing is ineffective. Marketing is changeable, dynamic and depends on the scope, time of action, parameters of the surrounding market environment, consumer interests.

Translated from English, marketing means market. In the most general view this concept implies market activity, the main purpose of which is to make a profit by the producer of goods (services) through satisfying the needs of buyers. As a result of the exchange between the producer and the consumer, there is a mutual satisfaction of needs and mutual achievement of goals. Marketing means the development, production and marketing of a product for which there is a real consumer demand. The marketing activity of the enterprise makes the production of goods dependent on the needs of customers and requires the production of goods in the range and volume required by the consumer. Thus, marketing is a process of planning and managing the development of goods (services), pricing policy, promotion of goods to customers and marketing, so that the products produced meet the needs of both individuals and organizations.

As a business philosophy, marketing requires an enterprise to view consumption as a process in which consumers have the right to buy only the product they need. To do this, the enterprise must first study the nature of the needs of buyers, then satisfy them as fully as possible with the help of the goods (services) necessary for the buyer, while receiving a certain profit necessary for its existence and better satisfying the needs of consumers in the future.

Historically, the process of formation and development of marketing took place in several stages and was the result of the development of market relations. The origin of marketing theory dates back to the beginning of the 20th century. The first stage (1920 - 1930) was characterized by the orientation of efforts towards production. At that time, for the developing production concept of enterprise management, the main thing was the manufacturer and the increase in the output of the existing range of goods. Demand for goods significantly exceeded supply, almost all goods were quickly sold on the market, even if they did not fully meet the requirements of consumers. There was little or no competition. The focus was on increasing production volumes and reducing costs.

At the next stage in the development of marketing, which lasted from 1931 to 1950, there is a further focus on sales. During this period, the problems of marketing are significantly exacerbated. Manufacturers, who previously were mainly concerned with production, and tried to sell their goods to the buyer in any way, begin to think about the problem of selling products. In practice, various methods of influencing buyers are used in order to interest them in making a purchase. There is an urgent need to ensure a higher level of management of sales activities, advertising, credit. The competitive struggle for commercial success began to intensify. As a rule, those entrepreneurs who were able to persuade buyers not only to one-time purchases, but also to orient them towards long-term contacts with the enterprise, won this fight. This could be done only in the case of a thorough study of buyers, demand for goods, the use of advertising, sales promotion, etc. The activities of businessmen at that time were based mainly on personal intuition and practical work experience, since strictly scientific principles there was no market activity. However, soon a number of US universities began to give lectures on these topical topics and introduce the teaching of an independent course in marketing, separated from the economy. After some time, as a result of the practical application of marketing theory in large enterprises, departments began to be created, the main purpose of which was market research. In addition, specialized commercial organizations for the provision of marketing services.

Further development of the market, commodity production and needs led to the transition of sales marketing to functional. This period of economic development is characterized by the development of the buyer's market, the intensification of competition, and the intensification of the struggle for the consumer. At this stage of marketing development, the main conditions were not only the sale of the produced goods, but also the impact on the consumer in order to form his needs, taking into account the increasing production capabilities to create new and differentiate existing goods. Marketing began to influence the entire process of economic activity of the enterprise, and not just its marketing function.

From 1951 to 1980, functional marketing was replaced by managerial marketing, which becomes an integral part of managerial activity. business structures. The main efforts of managerial marketing are directed to the development and promotion of products to consumers and the creation of favorable conditions for the purchase of goods. At this stage, marketing is considered as a market concept of management, orienting all the economic functions of the enterprise to meet the demand of specific target consumers, taking into account changing market conditions, and studying the needs of customers. The object of the marketing concept was the development of new products and technologies, planning and implementation of production programs, financial and sales activities. The main goal of market management theory is profit by satisfying consumer demand.

Since the beginning of the 70s of the twentieth century in the United States, the use of macroeconomic analysis has become widespread in marketing theory, as a result of which a new direction has been formed - macromarketing. Macromarketing is based on the understanding of marketing as a social process that ensures the formation and satisfaction of consumer demand for goods and services through production, sales promotion, trade and customer service. IN functional system the consumer becomes the main one, to the various needs and interests of which companies subordinate their activities. Under these conditions, in order to achieve success in the competition, it is necessary to match the product to the needs of buyers, which requires a thorough preliminary study of the market.

As a result, in marketing theory, the emphasis was placed on a specific consumer with his real needs and requirements. The concept of marketing was formulated, according to which all activities of the enterprise should be carried out with constant consideration of the state of the market, based on accurate knowledge of the needs and requirements of consumers, their assessment and consideration of possible changes in the future. An important condition This concept of marketing is not only the ability to adapt to market requirements, but also the formation of customer requests.

From 1981 to 1995 there was a focus on social and ethical marketing. The main thing in the concept of social and ethical marketing is the needs of buyers, their requests, problems, interests, desires, not only current, but also promising, potential, which allows the company to focus on the long term. characteristic features Socio-ethical marketing is a comprehensive consideration of consumer problems, the formation of a set of products that most fully and effectively solve them, as well as individualization - focus on small groups of consumers and on an individual buyer. The essence of socio-ethical marketing is the promotion to the market of only those goods and services that benefit society and satisfy healthy human needs. At this stage, the main principles were developed that determine the relationship of the producer to the consumer: the consumer is the king; it is necessary to produce only what is bought; production must anticipate the desires and needs of the buyer. Socio-ethical marketing takes into account the requirements of economical use of resources and environmental protection, as well as solving other problems of the world community.

It is believed that marketing is currently at a new stage of development, which is called interaction marketing. The basis of the new concept is the principle of satisfaction of consumers, partners and the state. The need for marketing in modern conditions is determined by the fact that its use allows the manufacturer to solve market problems in the most rational way, to make the most of its capabilities and market opportunities for profit, to plan its activities in the market, taking into account the expected trends in its development. Modern marketing has absorbed the latest achievements of world practice and science, including computer science, management and economic sciences, sociology, psychology, etc. The most important task of an enterprise's marketing activity is to determine the most successful set of marketing tools that are harmoniously interconnected and allow maximum impact on the market.

Marketing activities at the enterprise in modern conditions should provide: reliable, reliable and timely information about the market, the structure and dynamics of specific demand, the tastes and preferences of customers, that is, information about the external conditions of the enterprise; the creation of such a product or a set of products (assortment) that most fully satisfies the requirements of the market than the products of competitors, as well as the necessary impact on the buyer, demand, market in order to ensure control over the scope of sales. The production of goods is made dependent on the needs of buyers, and profit is achieved through the satisfaction of needs.