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What does marketing do for the first time in the history of commerce. The history of the emergence and development of marketing

The term "marketing" comes from the English "marketing" - trade, sale, sale, which in turn is derived from "market" and means the market, and in a broader modern sense - market activity 9 . The analysis shows that marketing as an economic category has a very capacious content.

The history of the development of marketing abroad is divided into the following stages:

First stage development of marketing was a kind of basis for marketing in its modern sense. It is worth noting that at that time there was still no science called marketing, but there were methods and principles of doing business, which we can rank among the fundamental foundations of marketing. The peculiarity of the first stage is its division into three successive periods:

    1860-1920 against the general background of the excess of demand over supply, they are characterized by the improvement of production, the main purpose of which was to increase the volume of products;

    1920-1930 are characterized by the fact that, taking into account the successes achieved in the field of growth in production volumes, manufacturers were forced to focus on improving their products by improving their quality and correspondingly changing the product range;

    in 1930-1960 the organization of sales becomes a priority due to the intensification of commercial efforts, since this period was characterized by an excess of supply over demand. Therefore, more and more attention in marketing is paid to research and active modeling of consumer behavior in the market.

Second phase The development of marketing is characterized by a new qualitative turn in the 50-60s. XX century, when, having overcome post-war difficulties, economically developed countries entered a new stage of development. Marketing began to be seen as a process broader than intra-firm planning, and was called period of customer orientation.

All this led to the formation of the so-called consumer market A market characterized by an excess of supply over demand.

Cyrus McCormick (1809-1884) was the first to suggest that marketing should be the central activity of the enterprise, and working with one's own circle of consumers - the task of the manager, was Cyrus McCormick (1809-1884). He was the first to fully recognize the unique role of the marketing function as a specific management task.

Third stage The evolution of marketing has turned it into the doctrine of modern business, its philosophy, the main means of communication between the company and its environment, into a complex systemic activity.

It is also worth noting a rather interesting hypothesis expressed by an American scientist of Austrian origin, Peter Drucker. He believed that Japan was the birthplace of marketing. There is even documentary evidence that in 1690 Mr. Matsui opened the first department store in Tokyo. For the first time in the history of trade, the store owner focused on his customers, buying only what was in demand, providing a system of guarantees for the quality of the goods and constantly expanding the range of goods.

It is also worth noting the fact that the evolution of marketing fits into the evolution of the development of the management concept, which has gone through the following 10 stages:

1. Production era.

Until 1925, most companies, even those operating in the most developed countries Western Europe and North America, mainly focused on manufacturing. Manufacturers focused on producing high quality products and then looked for people to sell them. During this period, the prevailing opinion was that a good product (having a high physical quality) would be able to sell itself. A manufacturing orientation has set the business philosophy for decades; indeed, the success of a business was often measured only in terms of production achievements. The era of production ended before it even reached its peak, and this happened already at the beginning of the 20th century.

History knows a lot of examples when seemingly crazy ideas turn consciousness and change the world. As a rule, at first they are not taken seriously and even meet aggression from others. Six hundred years ago we did not know any America. Two hundred years ago, people were afraid to be photographed, as the mystical apparatus allegedly took away the soul! And some hundred years ago, we did not even suspect that we would soon fly to the moon. There are examples of this in the history of marketing as well. We will talk about especially brilliant ideas in this article, because they forever changed our world.

How much?

We are all used to the fact that each product has a specific value. Elementary, it is written on the price tag! But it was not always so. Back in the late XIX - early XX century, the seller visually determined the solvency of each buyer and bargained with him. The history of the modern price tag began in the USA. Modest village boy Frank Woolworth (Frank Woolworth) got a job in a small shop as an assistant seller. But he was so shy that he was afraid to invite buyers and bargain with them, and once he even fainted from fear! Of course, this did not stimulate sales in any way, and the guy was threatened with dismissal. Then he came up with a brilliant idea. And the revenue of a single day suddenly equated to a week! What did he do? Before the next opening of the store, Frank hung all the goods on the walls and attached a piece of paper to each of them indicating the minimum price - these were the first price tags. And in order to attract buyers from the street, he designed a showcase - he laid out goods stale in the warehouse with a sign "Everything for five cents" on the table. They say that out of fear, Frank even hid behind the counter! All discounted goods sold out (at the indicated price, of course) within a few hours. It was a revolutionary approach for that time, because for the first time the goods lay freely on the counter, they could be examined and touched, but more than that - each had its own price and the need for bidding disappeared. In addition, later it was in the Frank Woolworth chain (the first self-service supermarkets, by the way) that the cash desks acquired glass partitions, the shop windows were beautifully decorated and brightly lit, and the floor was polished to a shine, which later began to be used in other stores.

More sex!

Today, we see erotic overtones in almost every second advertisement, but once it was not there! The fault, as is often the case, was a woman. At the beginning of the last century in advertising industry(as in almost all industries) men predominated, including in the positions of creatives. Therefore, the advertisement was appropriate, with a masculine character. Everything changed in 1911, when a woman headed the editorial department of the advertising agency J. Walter Thompson (New York, USA). Her name was Helen Lansdowne. Her most famous project is considered to be Woodbury soap advertising - it was the first to use female sexual attractiveness. The campaign also had a very successful slogan: “Skin you want to touch” (Skin You Love to Touch). The advertisement depicted a beautiful young girl and young man who kissed her on the neck. It was a provocative, bordering on indecent campaign in the then still fairly conservative America. The attractive picture was backed up by a list of Woodbury skincare rules and the promise of a free copy in exchange for a coupon. This marketing ploy turned out to be useful for increasing sales - they grew more than 10 times! In addition, this soap is still being produced and successfully sold. And almost every modern advertisement, in addition to the product / service itself, shows us some charming beauty.

Yesterday

Why do people keep buying iPhones? Iphone 3, 4, 5 finally model X? Others are perplexed why a new, only slightly improved smartphone is needed, if the previous one is still “in a sober mind and in sound memory”? The answer is simple - such behavior is imposed on the consumer. This strategy is called Sloanism. It appeared in the 20s of the last century and today is one of the most popular. Alfred P. Sloan was the president of General Motors, which released new car models every season with minor differences from previous ones. To artificially increase demand, large-scale advertising campaigns making the owners of new products feel exceptional. But in fact, they were simply led to believe that the race for the latest models is an indispensable attribute of a successful, self-sufficient person. And forced. And Sloanism - marketing strategy, named after its creator, Alfred P. Sloane, is still in active use today: you're probably going to see banner ads yelling "New!", "Latest model!" on a regular basis. etc.

Minute of advertising

At the end of the 20s of the last century, another popular marketing strategy appeared, called “product placement” (product-placement) - a method of hidden advertising, the essence of which is that the props of films, games, TV shows, etc. .has a real commercial counterpart. This approach is regularly used today. big brands, but the spinach manufacturer Spinach Can (1929) became the very first. A jar with the logo of this company constantly flashed in the cartoon about the sailor Popeye, who received incredible strength by consuming spinach. According to statistics, consumption of spinach in the United States has increased by 30%. This is perhaps one of the best marketing moves ever! The classic use of product-placement in cinema is the James Bond saga. She breaks all records for the mention of various brands. For example, in the 20th episode, the viewer is shown more than 20 brands for 133 minutes! One of best ideas marketing is really effective, and this is proved by the numbers: the BMW concern "lit up" in the 17th series of the Bond movie "Golden Eye" and received orders for more than $ 200 million, and sales of Jack Daniels whiskey grew 5 times after the episodic "role" in the film "The basic Instinct".

Competitors? No, haven't heard

What can get in the way if you are making a one-of-a-kind and highly demanded product? That's right - competitors! Therefore, they need to be excluded from the game as early as possible. This is exactly what the Walt Disney Company did in the 1930s, for a long time becoming almost the sole creator of cartoons. When an increased demand was noticed for a film camera that could produce color clips using red, blue and green, Walt Disney simply entered into a long-term contract with the manufacturer Technicolor. One of the terms of the collaboration was that Disney would be the only cartoon company to use the sophisticated "tri-color filming" technology. Thus, Walt Disney killed two birds with one stone: he got rid of competitors and gained incredible fame.

Heroes need to be known

Advertising, advertising and more advertising. This is what all manufacturers want. Preferably more and for free. And someone succeeds. Consider an interesting marketing ploy from the 1950s from Marlboro as an example. Modern cigarettes are produced in packs called "flip top" - they have become almost a revolutionary component of Marlboro's popularity. The previous type of packaging was too simple and any smoker easily took out cigarettes without removing the entire pack from his pocket. But then no one saw what kind of cigarettes he smokes! And the company needed the packaging to be shown as often as possible. Therefore, the advertising agency Leo Bernett suggested using a flip-up lid. This idea was later borrowed by other manufacturers, and today you will have to work hard to find cigarettes in a different package.

Focus failed ... or passed?

“Wearing stockings made of silk rather than nylon is like choosing a horse over a car,” advertisers fueled interest before mass sales of nylon stockings began in 1939. And - about a miracle! Rippy stockings instantly conquered all American wardrobes. But fashionistas in Sweden resisted for a long time and continued to wear silk. Up until 1962. More precisely, until April 1, 1962. Nylon stockings were not bought in Sweden. Not bought - from the word "absolutely". And then the manufacturers turned to local television. Someone came up with a crazy brilliant idea that if you put colored nylon stockings on the TV screen (necessarily nylon ones!), Then the picture will be colored. The announcement was made on April 1, a day that is considered April Fool's Day in many countries. But, not sensing a dirty trick, viewers began to buy colored nylon stockings. Focus didn't work. Programs and films did not become color. Television dismissed all claims: “The first of April - I don’t trust anyone! It was a joke," and the ladies had to wear purchased nylon stockings. So we got used to it.

Give me two!

Remember the Orbit ad, where the characters always put two chewing gum pads in their mouths at once? Or some beauty brands recommending twice shampooing? The simplest, but such a brilliant marketing move is to impose on the consumer a double “dose” of the product at once and thus increase sales. But who came up with it first? "Alka-Seltzer" (Alka-Seltzer) - perhaps the most famous remedy for a hangover. And Tinker Partners, a PR agency, quickly doubled its sales in the 1960s. The ingenious idea turned out to be disgracefully simple: in a commercial, two effervescent tablets were thrown into a glass of water at once. This well-known marketing ploy is still successfully used by many companies.

Marketing is one of the foundational disciplines for market professionals such as retailers, advertisers, marketing researchers, new and branded product managers, and the like. The listed professional market players need to know:

  • how to describe the market and break it into segments;
  • how to assess the needs, requests and preferences of consumers within the target market;
  • how to design and test a product with the consumer properties necessary for this market;
  • how to convey to the consumer the idea of ​​\u200b\u200bthe value of the product through the price;
  • how to choose skillful intermediaries so that the product is widely available, well presented;
  • how to advertise and sell a product so that consumers know it and want to buy it.

According to the founder of marketing theory, American scientist Philip Kotler, marketing is a type of human activity aimed at satisfying needs and requirements through the exchange .

The role of marketing in the economy is to increase its trade and operational efficiency. At the present stage, marketing is understood as an expression of a market-oriented managerial style of thinking that can not only respond to the development of the market environment, but also change the parameters of the environment itself, ensuring market entry, market expansion, and ensuring market security.

The history of the emergence and development of marketing. Four eras of marketing

Most scientists define marketing as a type of human activity that is aimed at meeting emerging needs and requirements through exchange. And although exchange relations arose almost simultaneously with the emergence of mankind, the formation of marketing as a separate science began to occur only after the "great depression" that reigned in the West in 1923-1933.

American scientist, economist Peter Drucker believed that Japan became the birthplace of marketing. In 1690, the founder of the famous Mitsui family settled in Tokyo and opened the first department store. In this store, Mr. Mitsui pursued a trade policy that was about 250 years ahead of its time. For the first time in the history of trade, the store owner focused on his customers, buying only what was in demand, providing a system of guarantees for the quality of the goods, constantly expanding the range of goods.

In the West, marketing has only been talked about since the middle of the nineteenth century. Cyrus McCormick was the first to suggest that marketing should be the central activity of the enterprise, and working with one's own circle of consumers should be the task of the manager, was Cyrus McCormick. This person is better known as the inventor of the first combine, but it was he who created such marketing directions as price policy , market research, after-sales service.

As an academic science, marketing originated in America. Marketing courses were first taught at the University of Illinois and Michigan in 1901. Therefore, the birthplace of modern marketing is considered to be the United States.

There are four main eras in the history of marketing. :

  • era of production;
  • era of sales;
  • the era of direct marketing;
  • era of relationships.

Production era lasted until 1925. At that time, even the most developed companies in Europe focused only on the production of quality goods, and they hired third-party people to sell them. It was believed that a good product is quite capable of selling itself.

The most prominent representative of the business of those years was Henry Ford, whose famous phrase: "Consumers can have the color of the car they want, as long as it remains black" perfectly characterizes the attitude to marketing of that time. Most industrialists believed that it was enough to produce best product to beat the competition. However, this was not entirely true, and the production era ended before it reached its peak.

Sales era (since 1925) - production methods were improved in Europe and the USA, production volumes grew. Manufacturers have already had to think about more efficient ways to market their products. It was a time of great discoveries, and goods that were completely unusual for consumers appeared on the market, the need for which the population still needed to be convinced. In large companies, sales specialists began to appear, but they were still given a secondary role.

The era of marketing itself started after the Great Depression. The need of the population for goods began to grow, the importance of sales departments too. Only those companies that were able to take into account consumer demand and focus on it survived. During the Second World War, there was a pause in the development of marketing relations.

After the war, marketing was no longer seen as an additional or secondary activity. Marketing began to play a leading role in product planning. Marketers, together with product engineers, identified consumer needs and tried to satisfy them. Market orientation helped to quickly achieve financial success, consumers were very willing to accept new products. This is how consumer-driven marketing was born.

Relationship Era appeared towards the end of the twentieth century and continues to this day. Its characteristic feature is the desire of marketers to establish and maintain stable relationships with consumers. The company strives to maintain permanent relationships with suppliers as well. Potential competitors create joint ventures, trademarks are combined in one common product. The main goal in the face of fierce competition is to maintain and increase sales, to stay afloat.

History of marketing development in Russia

Periodization of marketing development in Russia has significant differences . The first period of marketing development began in 1880 and lasted until October 1917. It was a time of active development of Russian industry on the basis of large-scale entrepreneurship. Even then, various marketing tools, in particular, the formation of public opinion through the issuance of printed and wall advertisements, participation in international exhibitions and fairs, patronage.

Domestic entrepreneurs have successfully used sales and staff promotion techniques. There was an industry for the production of packaging for goods. But there was no unified marketing system yet. Whereas at major universities in Europe and America, marketing was already taught as a separate discipline, in Russia, individual knowledge of marketing could only be obtained in a general course. economic theory which was taught in commercial schools.

The revolution interrupted the development of marketing in Russia. Within five years, the country needed most of the industrial and food products. Production was stopped and destroyed. The Civil War and World War I relegated the problem of marketing far into the background.

With the advent of the NEP era, a new round of marketing development in Russia is taking place. The Market Institute appeared in Moscow, the first institution in Soviet Russia to study marketing. N.D. Kondratiev the theory of "Business Cycles" is created, the first scientific work on marketing. However, with the advent of 1929 and the rigid distribution system of goods, the development of marketing freezes again until the Khrushchev thaw.

Under Khrushchev, Soviet economists became interested in marketing, giving a negative assessment of marketing as a phenomenon completely alien to the economy of Soviet Russia.

In the 1970s, Russia began to enter the foreign market, and the ignorance of the simplest basics of marketing by domestic specialists led to the failure of trade relations. Realizing their mistake, the country's leadership urgently rehabilitated marketing by introducing a new academic discipline at a number of universities in the country.

New stage in development domestic marketing started in 1992-1993. The economic reforms of those years are estimated differently, but they led to the formation of market relations and spurred the development of marketing.

Many businesses were on the verge of bankruptcy and were forced to resort to marketing tools in order to establish sales against the backdrop of a rapidly changing economic situation in Russia. Some urgently re-profiled their activities, focusing on consumer demand, others closed, declaring bankruptcy.

Today, the importance of marketing in Russia is recognized by all those who are connected with the market and are engaged in economic activities. Marketing is taught as a separate discipline in colleges and universities. Marketing has become an independent specialty, marketing graduates are becoming sought-after specialists in any enterprise.

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 market economy enterprises and organizations faced a number of problems related to the market, both in their economic activity and in solving social issues. The scope of the market covers the labor market, securities, 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 construction industry, financing, supply, research and development, etc.).

The purpose of studying the discipline: the formation of modern views and special knowledge in the field of marketing among student managers, the acquisition of practical skills aimed at increased demand in the construction products market, taking into account meeting the 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 of the life cycle 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 commodity-marketing concept, where it is decided main question: "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, which were engaged in marketing research, formation and development organizational structures marketing. 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 later years marketing activities is aimed at meeting the needs and requirements of target markets, taking into account the savings of labor, material and other resources, as well as environmental protection. 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.

The modern concept of 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 there were marketing research, when the demand for most goods exceeded supply, and when it was necessary to constantly improve production in order to increase the volume of production. 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 marketing faculties and departments have been created and are working, which train specialists for managers - economists, engineers and engineers - economists. Every year, the number of scientific publications and scientific papers that characterize industry-specific marketing problems is growing, and 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

years Concept Leading idea Basic Toolkit the main objective
1860-1920 Production I produce what I can cost, performance Production improvement, sales growth, profit maximization
1920-1930 Commodity Production of quality goods Commodity policy Improvement of consumer properties of goods
1930-1950 Marketing Development of a sales network of distribution channels Sales policy Intensification of sales of goods due to marketing efforts to promote and sell goods
1960-1980 Traditional marketing I produce what the consumer needs Marketing-mix complex, consumer research Meeting the needs of consumers in target markets
1980-1985 Socio-ethical marketing I produce what the consumer needs, taking into account the requirements of society Marketing-mix complex, the study of social and environmental impacts from the production and consumption of manufactured goods and services Meeting the needs of the needs of target markets, subject to saving human, material, energy and other resources, environmental protection
1995-200_ Interaction Marketing I produce what satisfies consumers and business partners Methods of coordination, integration and network analysis, modeling, marketing mix complex Meeting the needs of consumers, the interests of partners and the state, in the process of their commercial and non-commercial interaction

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).

The origins of the development of marketing go back to ancient times, because some marketing elements arose at the moment when the market and commerce appeared, including wholesale and retail, mediation.

How marketing has evolved

It is worth noting that the wide distribution of trade was one of the key factors in the development of ancient civilizations, and various types of mediation were characteristic of both Ancient Rome and ancient Greece.

Since the emergence of the market, which dates back 6-7 thousand years ago, the initial marketing forms began to actively develop, which are the principles of pricing and advertising. With the social division of labor, products began to be produced for the purpose of exchange through purchase and sale. Interestingly, the first information about advertising is mentioned in the memos of the times of Ancient Egypt and Sumer.

Since the end of the 17th century, marketing activity has taken on an improved form. Historically, certain marketing terms were already in use during this period in England. In turn, such concepts were brought to the American colonies from England. There is also an opinion that Japan represents the birthplace of marketing. Back in 1960, a general store was opened in Tokyo. The owner of the store, Mr. Matsui, focused on the needs of consumers, purchasing only high-demand and high-quality goods, as well as constantly increasing the assortment of the store. According to Peter Drucker, for the first time in history, a business was created with such trading principles.

Stages of marketing evolution:

Modern development marketing activities should be divided into three stages, in particular:

1. At the first stage, the foundation was laid for the evolution of modern marketing. This stage has one feature, consisting in three sub-periods:

  • 1860-1920- Improving production models against the backdrop of increasing demand over supply, so the main goal of trade was to increase the volume of manufactured goods.
  • 1920-1930- in conditions of successful growth of production volumes, the quality of products that are produced increases. It is worth considering that due to the above changes, the range of products is significantly changing.
  • 1930-1960-supply exceeds demand. For this reason, the development priority began to be to intensify and modernize efforts to commercialize products. Increasing attention began to be paid to the study of behavioral factors in the market, as well as modeling consumer behavior.

2. The second stage begins in the 1950s and 1960s, when a new qualitative turn in economic development emerges. After successfully overcoming the difficulties of an economic nature, marketing activities began to be distinguished by a focus on consumer needs. Since the beginning of this stage, marketing has become a larger process than planning within firms. A consumer market was formed, the main feature of which was the excess of supply over consumer demand. It should be noted that Cyrus McCormick was the first to recognize the uniqueness of marketing influence as one of the central activities of any firm. In this regard, the main task of the manager was to work with a wide range of existing and potential clients.

3. The third stage is the cardinal transformation of modern business, where marketing has become its main philosophy and an effective means by which it is possible to carry out competent communication between the company and consumers.

The evolution of marketing is characterized by unique changes that were carried out at each of the stages, creating a whole complex systemic activity from a trading tool.