Historical development of marketing essay example graduateway. The production oriented practice of marketing prior to the twentieth century was conservative and hidebound by rulesofthumb and lack of information. The marketing concept continues to be at the root of most marketing efforts, though the concept does have its own problems e. Marketing and marketers operate in a dynamic environment.
The publication, in 1960, of robert keith s article, the marketing revolution, was a pioneering work in the study of the history of marketing practice. Historical development of marketing business consi. The early beginnings the historical development of marketing ethics begins in the early 20th century with the antitrust and consumer protection concerns. A critical analysis of these assumptions is required. However, significant improvements were made through industrial revolutions in the 18th and 19th. Only then should an organization initiate the process of developing and marketing goods and services. The competing concepts under which organizations have conducted marketing activities include. Marketing concept insists upon constant innovation. In the theoretical part, the thesis covers areas of marketing concepts and business concepts. A key observation to notice throughout this reading assignment is that in the history of business or. Marketing s modern origins as a normative management discipline emerged in the 1950s baker, 1999. The digital age took off with the coming of the internet and the development of the web 1.
Marketing was improving with developing of humankind. History of marketing theory and practice 15 voices the american marketing association and the changing definitions of marketing wilkie and moore 2006 tell us that there is one important issue that we should acknowledge in the changing definitions of marketing inasmuch as the definitions become more managerial over time. For example, the marketing team of the company can divide the market based on geography, demographics as well as income levels etc. The history of marketing extends back in time to the most primitive societies, for it can be argued that some activities that are today regarded as small fractions of marketing date back to centuries before the birth of christ. This act came largely in response to the 1969 santa barbara oil spill, which had a devastating impact on wildlife and the natural environment in the area. The marketing concept possibily sidesteps the potential conflicts among consumer wants, consumer interests, and longrun societal welfare. A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Introducing the history of marketing theory and practice handboek. The hamburgers have a high fat content, and the restaurants promote fries and pies, two products high in starch and fat. Applbaum points towards the close links between the history of marketing practice in industry and the development of concepts by academic marketing depart.
Because this historical development out of marketing theory provides the ontological rationale for political. I extremely appreciate if you help me to evaluate the advantages and disadvantages of each concept. The concept of marketing that we now see has more to do with developments during the industrial revolution of the 18th and 19th centuries. From the origin of the concept to the development of a conceptual framework article pdf available in journal of historical research in marketing 41. The marketing concept as a business philosophy is traced from its origins as a business belief where efficient production was the emphasis to.
Marketings modern origins as a normative management discipline emerged in the 1950s baker, 1999. People have been engaging in commerce for thousands of years. The history of marketing thought health education partners. In this stage, the social marketing was a marketing system that first thinks about the companys profit and then it considers consumers want. The study of the history of marketing, as a discipline, is meaningful because it helps to define the baselines upon which change can be recognised and understand how the discipline evolves in response to those changes. The history of marketing thought this reading assignment is from dr. The marketing concept rests on four pillars that are target market, customer needs, integrated marketing, and profitability. Besides marketing as such, according to accepted definitions, many activities. The concept of marketing accordingly depends on three key perspectives 1 what is the target market the first step is to focus precisely which the object market is. The origin of the marketing concept after the second world war, in 1950, the service economy first employed more than 50 percent of the us population.
A concept is a philosophy, an attitude, a course of thinking, an idea or a notion relating to any aspect of. Theory and concept development in political marketing. The paper acknowledges that the development of the marketing concept demonstrates an improvement in business thought and insight aimed at creating and retaining profitable customer at different. Market development is a 2step process to tap the untapped market. It begins with market research wherein a company does a. They drew to a lesser extent on accounting, psychology, and history. Later the popularity and acceptance of marketing the increased continuously. Today, the shift in the advertising world has seen the rise of other motives when it comes to commercials. The mad men era of the 1960s was a cambrian explosion of brands from cigarettes to soap that have come to define modern marketing. While the societal marketing concept highlights the needs and wants of a target market and the delivery of better value than its competitors, it also emphasizes the importance of the wellbeing of customers and society as a whole consumer welfare or societal welfare. Like other partlyscientific concepts, it has changed its meaning through time partly through scientific discoveries. Nov 29, 2011 the holistic marketing concepto based on the development, design and implementation of marketing programs processes, and activities that recognizes their breadth and interdependencies. It can be produced at an affordable and competitive price.
The historical development of marketing is explained briefly below. Bartels, robert 1976 the history of marketing thought, 2nd edition. Many of the early courses seem to have been largely descriptive. Sharp and fox 1937 published a textbook on business ethics. It is generally assumed that early philosophers and naturalists appealed to spontaneous generation to explain the origin of life, but in fact, the possibility of life emerging directly from nonliving matter was seen at first as a nonsexual reproductive mechanism. This can be achieved by market research and choosing which, the target business sector, will give the best returns. Jerome mccarthy later popularized it when he proposed the four ps product, price, place, promotion. Marketing and marketing concepts are different from each other marketing promotes, while marketing concepts are philosophies determined by a clear objective for an organizations market. The purpose of marketing is to sell more things to more people, more regularly, in order to make more profit. The overall evolution of marketing has given rise to the concept of business development. Feb 08, 2014 marketing is sum total of all those activities that are related to flow of goods from production to consumption. Jan 27, 2012 the purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice. The term digital marketing was first used in the 1990s. Marketing concept approach consumers want to see the products meet their wants and needs more than the competition.
While the societal marketing concept highlights the needs and wants of a target market and the delivery of better value than its competitors, it also underscores the importance of the wellbeing of customers and society as a whole consumer welfare or societal welfare. The founder of the marketing mix concept was neil h. For much of this time, the television programming industry relied solely upon advertising revenue to fund some of the most popular television shows in history. Ecological marketing, green marketing, sustainable. Enterprise and economies have a long history dating back to ancient eras. A segment is defined as the small subgroup of a larger population.
In this introduction to marketing, this article will describe and define the concept. This was a period of rapid social change driven by technological and scientific innovation see bbc history website. A concept is a philosophy, an attitude, a course of thinking, an idea or a notion relating to. The following paragraphs present the result of this scientific search. Moreover, throughout the history of marketing during this century, and the development of marketing thought, interest not only in consumption but in consumers has continually increased. The paper aims to show the development of traditional life cycle models and. Holistic marketing concept holistic marketing concept is probably the newest approach to marketing and the latest business concept.
One result was that for the first time the production of goods was separated from their. The practice of marketing has been known for millennia, but the term marketing used to describe commercial activities buying and selling a products or services came into. According to economic determinism, there are explanations of the evolution of social and economic order. Hence, ancient people utilized some forms of marketing as they conducted business. Market development is a strategic step taken by a company to develop the existing market rather than looking for a new market. The life cycle concept in marketing research martina bauer, katharina j. Subjects dealing with negative aspects of life have to be approached more sensitively than a funny subject. Historical perspectives marketing is one of the major functional areas of a business firm.
The ecological paradigm in marketing inception and stages of development ken peattie studies the evolution of the concept of green marketing. Constant innovation is essential to implement marketing concept, because creation of a customer is essential. It is possible to enjoy longterm success when the enterprise recognizes the likes and needs of the buyers. The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice. Introducing the history of marketing theory and practice. A short history of sustainable development rethinking. Theory and history praxeology for the austrians is a theoretical science, not a historical one. Marketing has taken the modern shape after going through various stages since last the end of 19th century. Rather than the sell mentality, ads are focused on community building and brand awareness.
And, in 1976, the publication of robert bartels book, the history of marketing thought, marked a turningpoint in the understanding of how marketing theory evolved since it first emerged as. The marketing concept, a crucial change in management philosophy, can be explained best by the shift from a sellers market one with a shortage of goods and services to a buyers market one with an abundance of goods. This work is part of a larger study on market orientation and business performance. Marketing concept includes the marketing research, market segmentation, and marketing mix. The industrial revolution paved the way for more modern forms of advertising and retailing of goods and services. According to this concept, the company constitutes effective selling and promotion tools in order to encourage more buying. Selling is one part of marketing which deals with persuading customers to buy products that are available with seller. The fastfood hamburger industry offers tasty buty unhealthy food. Social marketing era this social marketing era is started in 1970. What is the historical development of marketing answers. The following attempt to form a general theory of marketing relates existing concepts and reasoning by means of the common denominator of value. Up until then, marketers worldwide were still unsure. The teachers first had to find out how goods were marketed before they could offer constructive. The following are the advantages of marketing concept.
Marketing concepts and definitions thus, recorded music is. A short history of the concept of sustainable development could begin with the us governments national environmental policy act nepa of 1969. The product aspect of marketing refers to all activities relating to the product development, ensuring that there is a market for the product. The book was based on the concept of fair service and the authors stated it. The modern concept of adaptation is quite unlike is ancient cognates. A history of historical research in marketing semantic scholar. A short history of sustainable development a short history of the concept of sustainable development could begin with the us governments national environmental policy act nepa of 1969. In the following, the advertising concept as a framework and strategies to catch attentioninterest are listed. The origin and development of markets 11 more autonomous and markets as mainly responsive to. Major marketing concepts you need to know cleverism.
After the industrial revolution, competition grew and focus turned to selling. Once the company decides which segment to choose, the next step of market development involves creating a promotional strategy to enter into the. Core marketing concepts evolved marketing concepts role of marketing in todays organization advantages of marketing identifying th slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Marketing and advertising concepts can be approached in very different ways. It originated as a response to fundamental changes in the current marketing environment demographic changes, globalization, hypercompetition, internet development, corporate social responsibility, etc.
History of marketing it is hard for many to believe, but when compared to economics, production and operations, accounting and other business areas, marketing is a relatively young discipline having emerged in the early 1900s. Sep 25, 2016 the societal marketing concept is a relatively new marketing concept. According to the customer concept, companies focus on individual customers. Historical development of marketing business plan nigeria. A perspective on the evolution of marketing management citeseerx. The 6 main stages in marketings history oxford college of. He is a professor at missouri state university and granted permission to use it for this course on health marketing.
The historical development of marketing can be traced back to ancient days during barter trade. Like tedlow, strasser 1989 covers a wide range of marketing strategies including branding, channel strategy, product development, market research, and. This distinction is essentially aristotles distinction between form and matter. Then, an account of the evolution of marketing in the united states is presented. A wellknown term in todays marketing isthe marketing mix, also known as thefour psof marketing. The company looks for new buyers to pitch the product to a different segment of consumers in an effort to increase sales. The key to this definition is that the origin of market phenomena is. Integrated marketing communications and the language of marketing development essay pages. Pdf historical development of the concept of adaptation. Borden coined the termmarketing mix in the 1950s and used. As a result, marketing concepts and applications are constantly evolving and changing, so the strategic marketing planner must consider these when formulating plans. The word marketing was first used in america in 19061911.
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