Marketing concept. history of marketing development

Sometimes I am seized with anxiety: what if we are already in paradise?

Jerzy Lec

Connoisseurs of marketing and its history, of course, pay tribute to the events, the periodization of the history of marketing, but consider it necessary to mention first the name of the outstanding American, with whom they believe both the history and the meanings of marketing begin. It was Cyrus McCormick. In the West, it is customary to talk about marketing only since the middle of the 19th century. And Cyrus McCormick was the first to suggest that marketing should be the central focus of the enterprise, and that working with the consumer's own circle should be the manager's task. This man is better known as the inventor of the first combine, but it was he who created such marketing areas as pricing policy, market research, and service.

History reference

Cyrus McCormick (1809-1884)

Cyrus McCormick (1809-1884) was an American inventor and breeder. In 1831 he invented and patented a plow for plowing slopes, in the same year he designed a mechanical reaping machine. Its main components are also used in modern harvesting machines. In 1847, McCormick opened a reaper plant in Chicago and sold 800 machines in his first year. In 1857 he brought his header to Europe. The modern view of its activities is to recognize its customer focus (make products that can satisfy the needs of the buyer, and at a price affordable for the buyer).

Figure: 7.70.

If we look at the events of the world market and scientific works related to these events, we will see a quite distinct trend: the market slowly mastered the culture of marketing with a dominant consumer. The chronology of this trend, which has become the history of global marketing, is shown in table. 1.4-1.5.

Table 1.4

Chronology of the history of world marketing:

	In the United States was published "Report of the Industrial Commission on Agricultural Sales" (Report of the Industrial Commission on the Distribution of Farm Products "), in which the market analysis was first conducted and which can rightfully be considered the first marketing research
	At US universities (Edward Jones - University of Michigan, Simon Litman - University of Berkeley in California, George Fisk - University of Illinois), short courses were given for the first time in an as yet non-existent specialty - marketing. The formation of marketing as a scientific discipline took place at the beginning of the XX century. and was associated with its separation into independent training courses at the leading US universities: Harvard, Illinois, and Michigan. Here the first marketing courses began to be taught already in 1902, but only in the late 1920s - early 1930s. teachers who taught these courses began to consider themselves more marketers than economists

	The first scientific work on advertising is published. This is the work of Walter Scott The Psychology of Advertising in Theory and Practice. Five years later (in 1908) he published The Psychology of Advertising. In advertising, Scott developed the law of suggestibility, based on the use of either emotions or human instincts. He argued that consumers act irrationally and therefore are easily influenced.
	First commercial marketing organization established. The first marketing departments began to form in US companies, creating a demand in the labor markets for sociologists, psychologists, anthropologists and cultural scientists. Interest in the humanities arose
	The beginning of the production of the first mass car - "Ford-T", which became the forerunner of the first stage of marketing development - a commodity one. Henry Ford has placed the consumer with their interests and opportunities at the center of the company's strategy. This fact was the first marketing fact of an already dying manufacturer's market.
	Ralph Butler at the University of Wisconsin teaches the first full-time course in Marketing Techniques. He first formulated and proposed to the public the concept of marketing. The central idea of \u200b\u200bthis concept is to shift commodity production from the interests of the producer to the interests of the consumer.
1912-	In 1912, Professor J. Hegertg published the first textbook on marketing. The publication of this book was seen as the beginning of the development of marketing as an independent science. In 1915 A. Xiao published the book "On the Problems of Distribution", and in 1917 A. Ward wrote the book "Market Functions and Trade Organizations". These books explored the theories and functions of marketing.
1910-	This period is considered a period of formulating the functions, tasks and strategies of marketing in works on scientific management (F. Taylor, F. Gilbreth, A. Shaw)
	The first edition of a monograph, in the title of which the term "marketing" was used. This is a collection of articles "Principles of Marketing" ( Principles of Marketing)
	The National Association for Marketing and Advertising was established in the USA. The American Marketing Society was formed on its basis. It is difficult to underestimate this fact. Marketing is no longer exotic, an element of mass culture
	The emergence of the concept of brand management. Mc Elroy, Head of Product Promotion at the company Procter & Gamble,organized a marketing department based on the principle of separate management of each brand
1934-	Publication of the first marketing magazines: American Marketing Journal (1934), National Marketing Review (1935), Journal of Marketing (1936)

	The first systematization of the presentation of the marketing approach to enterprise management, presented in the book "Marketing" (authors D. Alexander, W. Sarfas, A. Elder, R. Alderson)
1940-	In the 1940s, marketing associations and organizations began to appear in Western Europe and Japan. International organizations were also created, such as: "The European Society for the Study of Marketing and Public Opinion" ( European Society on Public Opinion and Marketing Research), European Academy of Marketing, International Marketing Federation ( IMF)
	One of the first theoretical works in the field of marketing - "Theory of Marketing" ( R. Cox and W. Alderson. Theory in Marketing)
	Wendell Smith, in an article printed in the Journal of Marketing,proposed and substantiated marketing strategy for market segmentation. Segmentation is the cornerstone of modern consumer-centric marketing
	Roy Alderson's work published Marketing Behavior and Executive Action. Alderson never gave up her belief that theory and practice go hand in hand. This book is one of the most cited books on consumer behavior.
	Robert Keith talks about "marketing concept". He writes that there is a real hunt for the consumer in the Consumer market. He is persuaded by advertising to buy the goods of this particular company. Robert Keith called this shift in firms' strategy a "marketing revolution."
	Theodore Levitt publishes in the magazine Harvard Business Review his most famous article Marketing Myopia or, as it is translated into Russian, “Marketing myopia”. In this article, Levitt encourages companies to take a broader view of the world, as most executives are so short-sighted that they consider what they produce as a commodity without realizing that the customer needs service and satisfaction.
	Rosser Reeves published The Reality of Advertising in 1961 ( The reality of advertising). In it, in particular, he talks about his discovery - a unique selling proposition, UKP (eng, unique selling proposition, USP). The sixties of the last century are considered the period of the creative revolution in advertising. It was done by Leo Barnett, David Ogilvy, Bill Bernbach and Rosser Reeves
	Jerry McCarthy proposed the concept 4P. It was first published in 1965 in the article The Concept of the Marketing Mix, by Neil Borden. The essence of the concept 4P lies in the fact that the marketing mix consists of four components: product, price, distribution and promotion of goods on the market (eng. product, place, price, promotion)

	Neil Borden uses the term marketing-mix, which denotes the consistency of marketing tools represented by the concept 4P. The consistency of the marketing mix made it possible to talk about marketing strategies implemented in marketing-mix
	Behavioral development in marketing. We are talking about the use of advances in American psychology (J. Watson), consisting in the study of human behavior as a reaction to the manifestation of their biological instincts. First book on consumer behavior published: Consumer Behavior (J. Engel, R. Blackwell, P. Miniard. Consumer Behavior)
	The National Marketing and Advertising Association is renamed the American Marketing Association (eng. American Marketing Association), which today unites about 23 thousand teachers, researchers and representatives of the business world
	Philip Kotler publishes the first work in the field of non-profit marketing - the book "Marketing of Non-Profit Organizations", in which he talks about marketing in the social sphere
	Jack Trout co-authored with Al Rice in 1980 published the book Positioning. Battle for minds "( Positioning: The Battle for Your Mind). This book has become one of the key points in the global evolution of marketing. The positioning concept is one of the most common marketing theories today.
	The birth of direct marketing ideas. Formation of marketing based on ongoing relationships with key customers. The book "The Great Turn of Marketing" was published. The authors of this book, Stan Rapp and Tom Collins, have formulated the terms direct marketing and relationship marketing. A pioneer in this direction was Regis McKenna, president of a consulting firm McKenna Group. His book Relationship Marketing (Relationship Marketing), published in 1993, describes the relationships vital to market acceptance in the "consumer age" and based on Internet communications
1990-	Internet marketing emerged in the early 1990s when text-based sites began posting product information. Now internet marketing is the marketing industry for both sales and product promotion. Relationship marketing has become the dominant ecommerce business today and is the key to profitability. In 1997, Regis McKenna published the book Realnoe Vremya. Preparing for the era of the eternally dissatisfied consumer "( Real Time: Preparing for the Age of the Never Satisfied Customer). The emergence and development of ideas BTL-communications. In 1995, Jean-Jacques Lambin's book Strategic Marketing was published. In his work, he most fully and systematically sets out the basic principles of marketing in close relationship with the general development strategy of the company. The focus of the work is on the task

History reference

The Ryabushinsky brothers. The first businessmen in Russia who applied marketing tools

Ryabushinsky Mikhail Yakovlevich, founder of the dynasty (1786-1858)

Ryabushinsky Pavel Mikhailovich (1805-1890)

The founders of the dynasty were Kaluga peasants - the Old Believers Mikhail Yakovlevich Ryabushinsky and his sons, Pavel and Vasily.

In 1867, P.M.Ryabushinsky, having sold his father's factories and shops, acquired from a Moscow merchant Shilov an unprofitable cotton factory, which already in 1870 began to bring colossal profits. The factory's products received one of the highest awards at the Moscow Manufacturing Exhibition. In 1874, a weaving mill was built, and a year later, a dyeing, bleaching and finishing workshop. The Ryabushinskys controlled the entire production cycle - from spinning threads to creating fabrics.

By the end of the first decade of the XX century. the Ryabushinskys have already accumulated so much free cash that there is simply nowhere to put it. An urgent need was to find an object for investing money. Flax became such an object. Before the Ryabushinskys, foreigners were almost exclusively involved in the export of Russian flax. The brothers decided to throw all their efforts into creating a linen monopoly, and they did it very well.

The next target for the brothers' efforts was the Russian forest. Correctly judging that after the end of the world war a lot of it would be needed, by 1916 they had bought about 60 thousand acres of forest land. In October 1916, they acquired the largest in the north of Russia, the White Sea partnership of sawmills with all adjacent territories, and at the beginning of 1917, the Russian North society was created to manage their forest empire.

The last of the grandiose projects of the Ryabushinsky brothers is the foundation in Simonovskaya Sloboda near Moscow of the first Russian automobile plant AMO (Joint-Stock Machine-Building Company), now known as ZIL. The history of the great family and their business was interrupted by the 1917 revolution.

	Table 1.5 Chronology of the history of marketing in Russia 1
1880-	Rapid development of the industrial potential of Russia on the basis of entrepreneurship. In the practice of Russian entrepreneurship of this time, many elements of not only commercial, but also non-commercial marketing were used. In particular, print and wall advertising developed rapidly. Many industrial exhibitions and fairs were organized in Russia (at the famous Nizhny Novgorod fair, European yens were determined for a number of goods, for example, for grain). Savva Ivanovich Mamontov, a major industrialist, philanthropist, figure in the field of Russian art, theater and music, who was fond of singing, music and sculpture, attracted young talented artists, sculptors, composers, musicians, actors, and singers. For many years, outstanding Russian artists and actors worked and rested on his estate: Repin, Vasnetsov, Polenov, Vrubel, Nesterov, Serov, Levitan, Chaliapin and many others. Domestic entrepreneurs have successfully used techniques to stimulate sales and personnel. There was an industry for the production of packaging for a product, but there was still no single marketing system. When marketing was already taught as a separate discipline in large universities in Europe and America, in Russia individual knowledge of marketing could be obtained only in the general course of economic theory, which was taught in commercial schools. The revolution interrupted the development of marketing in Russia
1917-	This period is characterized by the fact that, taking into account the successes achieved in the area of \u200b\u200bproduction growth, manufacturers were forced to focus on improving their products. This required an increase in investments in R&D aimed at improving their quality and a corresponding change in the product range. It was mainly about market goods B2B. Market B2C in Russia in the post-revolutionary period was negligible and developed mainly due to weak light industry and still strong agriculture
1930-	Against the background of a general deficit in all markets, the problem arose of selling products of low quality (in comparison with imported goods). There was a need for marketing to intensify commercial efforts: advertising appeared, they began to sell

1 URL: http://www.rnarketch.ru/useful_to_marketers.

	“Goods with a load”, lotteries appeared, allowing you to win the most scarce goods. But the administrative-command system that existed at that time within the framework of a centralized mechanism of management, planning and distribution did not contribute to the use of marketing in the domestic market, since there was no freedom of entrepreneurship and competition.
Late 1960s	The first publications on marketing in Russia (USSR) appeared in the magazines "World Economy and International Relations" (G. Abramishvili, N. Kapustina, K. Kozlova and others), "Foreign Trade" (D-Kostyukhin, P. Zavyalov, I. Kretov), \u200b\u200b"Licensintorg informs" (V. Demidov), in the "Bulletin of Foreign Commercial information ”(M. Garf, V. Makarov, L. Raitsyn and others). Although the publications were mostly critical, due to the official rejection of the market in the USSR, they introduced readers to the ideas and practices of marketing abroad.
Early 1970s	In 1972 the publishing house "Economics" published the book "Fundamentals of differentiation of wages and incomes of the population", written by N. Rabkina and N. Rimashevskaya. It turned out that the population of the USSR is not homogeneous, it is differentiated and has differences in consumer preferences. In the middle of 1974, the Progress publishing house published the first systematized collection in Russian called Marketing, which included the most interesting articles, excerpts from monographs by leading US and UK marketers: L. Roger, D. Newman, E. Breach, A. Chandler, T. Levitt, F. Kotler and others. It was from the moment of the publication of the collection that marketing had many followers in the USSR, who enthusiastically embraced the slogan "Produce what will be sold, and not try to sell what you have managed to produce!"
Mid 1970s Kosygin's reforms	In Russia, interest in marketing as a market concept for managing the production and sale of goods and services, focused on the established effective demand, began to manifest itself especially actively in the mid-1970s. But the administrative-command system that existed at that time within the framework of a centralized mechanism of management, planning and distribution did not contribute to the use of marketing in the domestic market, since there was no freedom to realize market opportunities for business entities.
	In August 1975, the Conference on Security and Cooperation in Europe was held in Helsinki. The final documents, which were also adopted by the USSR, indicated the need to use marketing in foreign economic activity. From that moment on, the search began for the possibility of developing and using marketing in a planned economy. Links were established with international marketing organizations. Steel published

	study educational and methodological materials on marketing. A section on marketing issues was created at the USSR CCI. In 1975, the USSR Chamber of Commerce and Industry (CCI) made a decision to establish a marketing section at the CCI, and in February 1976 its constituent assembly was held. The section brought together talented scientists and practitioners, whose publications, lectures and applied developments gave a powerful impetus to the development of Russian marketing. Famous economists and foreign trade practitioners became creative inspirers and active participants of the section: G. Abramishvili, V. Vorobiev, S. Galtsev, V. Garf, I. Gerchikova, I. Goryachev, S. Demidov, Yu. Dolgorukov, S. Zavyalov, I. Kostyukhin, E. Litvinenko, P. Mukhin, A. Ovsyannikov, G. Pavlova, S. Rozhkov, F. Sabelnikov, J. Smelyakov, I. Soloviev, R. Tatyanchenko, V. Usoltsev, N. Khramtsov and others
1970-	Consumer market research began. We are talking about the All-Union Scientific Research Institute for the Study of Population Demand for Consumer Goods and Trade Conditions. Fundamental research of consumption, expenditures and incomes of the population was carried out at the Central Economics and Mathematics Institute of the Academy of Sciences of the USSR (project "Taganrog", scientific leader N. Rimashevskaya). In Tomsk, within the framework of the automated control system of the Tomsk region, the research "Asino - 1977" (scientific supervisor A. Ovsyannikov) was conducted. The idea of \u200b\u200b"balance of consumption and expenses" was born and began to develop rapidly (A. Karapetyan, N. Rimashevskaya, M. Mozhina, L. Migranova, G. Volkova). Published in the publishing house "Science" (1989) the book "Typology of consumer behavior" (A. Ovsyannikov, R. Pettai, N. Rimashevskaya)
	With direct involvement of the Marketing Section in the early 1980s. the first translations of the books of Western marketers were published: F. Kotler "Marketing Management", S. Madjaro "International Marketing" and a number of others. Although the existing restrictions, including censorship and an ideological anti-market context, did not allow for full translations of books, as well as providing them with the necessary detailed comments, their appearance played a huge role in shaping new thinking in the country.
	The book "In the Web of Marketing", written by Dolgorukov and Barybina, was published. Its authors, as they could in the conditions of ideological pressure in the USSR, wrote the first and brightest foreign marketing review
	The RSFSR Law of 24.12.1990 No. 443-1 "On Property in the RSFSR" was adopted. Property in the Law was diversified, recognized and protected by the state. Institutional private property appeared. Competition already against the background of the established consumer market demanded marketing support.

	The privatization carried out has led in practice to the destruction of the monopoly of state property and the establishment of various forms of ownership and management. Producers and consumers have switched from predominantly administrative forms of ties to predominantly market relations in the form of various types of transactions and contracts. The need for marketing has become total. The liberalization of the economy, which began with the "release" of prices, made market parameters (prices, interest rates, exchange rates, etc.) guidelines for the behavior of entrepreneurs. Laws have been passed defining the institutional framework for the business conduct of marketers
	At the Russian Academy of Economics. G.V. Plekhanov, the country's first department of marketing was created, founded by the works of Professor B. Soloviev
1991-	On the site of the Moscow Institute of Management. Sergo Ordzhonikidze (rector A. Porshnev, at the same time the head of the department of marketing) began to publish the first magazine "Marketing". This event sparked a boom in publishing activity. In a short time, dozens of magazines related to marketing have emerged and began to be published: Marketing and Marketing Research (1996); Marketing in Russia and Abroad (1997); Practical Marketing (1997); "Exclusive Marketing" (1998); Political Marketing (1998); "Marketer" (1999); Digest Marketing (1999); Brand Management (2001); Internet Marketing (2001); Marketing Communications (2001); “Business workshop. Marketing and Management "(2001)
	The Russian Marketing Association (RAM) was established in Russia. Today the association unites 124 organizations from 36 regions of Russia. The first marketing agencies appeared, founded by I. Katchalov (Kachalov and Colleagues Agency), I. Mann (Mann, Ivanov and Ferber), A. Oslon (FOM), A. Ovsyannikov (Prokontakt), A. Milekhin ("Romir"), A. Demidov ("G / K-Rus") and others. Today in Russia, a relatively small number of firms have access to consumer-oriented marketing of a post-industrial society, individual requests, high-quality, frequently updated products. Most work at best within the product-oriented industrial society marketing model. The situation in our country is even more complicated with the so-called socially responsible marketing. This is primarily due to the high degree of monopolization of our markets. Monopoly enterprises, instead of a long-term strategy of painstaking work with consumers and goods, instead of “making money” on the turnover, prefer “quick money” by maintaining high prices while limiting production

Historical chronicles are presented either according to the arrow of time, which we have now done, or according to the arrow of the evolution of meanings and content. If we talk about the meanings of the evolution of marketing, then the model proposed by F. Kotler is quite appropriate. Its marketing evolution model has five stages of development.

Five stages in the evolution of marketing. Philip Kotler identifies five main stages in the development of marketing theory, each of which represents an independent concept of marketing management in a company:

1) production improvement concept. The evolution of marketing begins with the concept of production improvement, or the production concept of marketing. Manufacturing improvement is the oldest marketing concept, but it is still effective for markets with low levels of competition.

The production concept of marketing management believes that consumers will choose a product that meets two criteria: widespread market acceptance and attractive retail price. Accordingly, the market leader will be the manufacturer who manages to build a mass distribution of his goods, set the most attractive price for the product and at the same time make a profit.

As we understand, for this marketing concept the emphasis is on high productivity, product consistency and low cost. Accordingly, the main functions of the marketing department at this stage of the evolution of the marketing concept are:

• productivity increase;
• reducing the cost of production and distribution of the product (which is partly possible with maximum product homogeneity);
• setting a favorable price for the product;
• ensuring maximum product distribution;
• 2) product improvement concept. The next stage in marketing development is the product improvement concept or product marketing concept. This type of marketing is absolutely ineffective in the absence of large-scale distribution and promotion of goods. The concept often leads to over-improvement of the product, over-increase in the value of the product for the customer, and reduced demand for the product.

The Product Marketing Management concept believes that consumers choose the highest quality product on the market that offers the best performance and efficiency. The concept is based on a complete understanding of the consumer and absolute innovation, requires high investment in R&D. The functions of the marketing department at this stage of evolution are:

• detailed study of the needs of the audience;
• creating the perfect product;
• constant study of new technologies and product improvement;
• 3) concentration on product marketing. The third stage in the evolution of marketing is the transition to a sales marketing concept. The sales marketing concept is based on hard selling technology and emerged during the oversaturation of markets in the 1930s. This marketing concept does not take into account the long-term aspect of the company's development, since the goal of “selling at any cost” leads to deliberate deception of the client and causes a refusal to buy again.

The essence of the sales theory of marketing is the following statement: the consumer will choose the product that will be sold to him best. Consequently, the main functions of the marketing department at this stage of development are:

• concentration on sales support;
• maximum stimulation of a trial purchase of a product;
• programs to reduce inventory balances;
• 4) consumer concept. The fourth and most important stage in the development of marketing theory is the birth of the traditional concept of marketing, often also called the marketing concept of management. The concept of traditional marketing originated in the 1950s. and became the first customer-centric approach.

The essence of the marketing concept is defined by expressions such as “Find needs and satisfy them”, “Produce what you can sell, instead of trying to sell what you can produce”, “Love the client, not the product”, “Let it be your way” (Burger King), You Are Our Boss (United Air Lines).

This approach is summed up by the motto of J. K. Penin ":" Do everything in our power to maximize every dollar spent by the customer with value, quality and satisfaction. "

This marketing model is still used by many modern companies and is as follows: the consumer chooses the product that best meets his needs for the product. This statement means that any company can achieve long-term success in the market if it can understand the key needs of customers and meet those needs best. The functions of the marketing department at the stage of a customer-oriented approach are:

• concentration of efforts on studying consumer behavior, on understanding the real needs of the audience;
• creating a higher product value in comparison with competitors;
• creating a long-term competitive advantage;
• 5) social ethical marketing concept. The most modern concept of marketing activities is the theory of socio-ethical marketing, or holistic marketing. The concept arose at the beginning of the 21st century. with the growing popularization of the need to care for the environment, limited natural resources and the development of new norms of ethics and interaction in society. The main essence of social marketing theory:
  • the consumer will choose a product that best meets his needs and at the same time improves the well-being of the whole society;
  • a company becomes successful in the market that realizes the importance of close cooperation with all intermediaries involved in the development and sale of its product.

The concept of socially ethical marketing states that an organization's task is to identify the needs, wants and interests of target markets and to provide desired satisfaction in more efficient and more productive (than competitors') ways, while maintaining or enhancing the well-being of the consumer and society at large.

The concept of socially ethical marketing is generated by doubts about the relevance of the concept of pure marketing to our time with its deteriorating environmental quality, lack of natural resources, rapid population growth, worldwide inflation and the neglected state of the social services sector.

Table 1.6 shows the stages of the evolution of marketing and its meanings, complementing and developing the ideas of F. Kotler.

Table 1.6

Summary table of the chronology of the history of marketing and the evolution of its meanings

Name concepts	Definition	A source
2. Concept of product improvement	It is based on the assertion that the consumer will give preference to goods of quality, the properties of which are constantly improving. Marketing management should focus on improving product quality	Marketing Basics. 2nd ed. Kiev; M.; SPb. : Williams, 1998.S. 33
3. The concept of intensifying commercial efforts	Based on the assertion that the consumer will not actively buy the product unless special measures are taken to promote the product and sell it on a large scale.	Kotler F., Armstrong G., Saunders J., Wong W.Marketing Basics. 2nd ed. Kiev; M .; SPb .: Williams, 1998.S. 34
2. Marketing management concepts
4. Marketing concept	Philosophy of marketing management, which assumes that the achievement of its goals by a company is the result of identifying the needs and demands of target markets and more effective customer satisfaction compared to competing companies. The concept is based on four critical pillars: target market, customer needs, integrated marketing and profitability. Integrated marketing is a two-way system that combines external marketing aimed at coordinating all marketing functions from the client's point of view and internal marketing, which requires coordination of the work of all departments of the company in terms of total marketing of the company	Drucker R. Management: tasks, responsibilities, practice. N. Y.: Harper & Row, 1973. P. 64-65
5. The concept of enlightened marketing and socio-ethical marketing	A marketing philosophy that the marketing of a company must keep the distribution system running in the long run. Only those needs of consumers should be met that contribute to the well-being of the consumer and society as a whole.	Kotler F., Armstrong G., Saunders J., Wong W.Marketing Basics. 2nd ed. Kiev; M .; SPb .: Williams, 1998.S. 84

Name concepts	Definition	A source
6. The concept of marketing management	Marketing management is the process of planning and implementing a pricing policy, promoting and distributing ideas, products and services, aimed at making exchanges that satisfy both individuals and organizations. This is a statement from the American Marketing Association	F. Marketing- management. SPb. : Peter, 1998.S. 46
7. The concept of strategic marketing	Based on the distinction between strategic and operational marketing. Strategic marketing is a constant and systematic analysis of market needs, leading to the development of effective products intended for specific groups of buyers and possessing special properties that distinguish them from competitors' products and thus create a sustainable competitive advantage for the manufacturer. Strategic marketing is based on ideology marketing-mix. It includes analysis of needs, macro- and micro-segmentation, analysis of competitiveness, portfolio of product markets, choice of development strategy. Operational marketing is a tool for the formation of the entire marketing mix (4Р)	Lambin J.-J. Strategic marketing. European perspective. SPb .: Nauka, 1996.
8. Concept marketing relations	Based on the premise that marketing management should focus on the process of creating and expanding strong mutually beneficial relationships with customers or other stakeholders (suppliers, contact audiences, resellers, etc.), which increases the likelihood of future transactions with the same customers	Kotler F., Armstrong G., Saunders J., Wong W. Marketing Basics. 2nd ed. Kiev; M.; SPb. : Williams, 1998.S. 24
9. Concept maximarke-	Marketing management aims to maximize sales and profits by selectively allocating and engaging well-defined potential customers and customers	Rapp FROM, Collins T.L. New maximarketing. Chelyabinsk: Ural LTD, 1997.S. 19-20

Name concepts	Definition	A source
10. The concept of competitive rationality	The main goal of a corporation is to make a profit for the firm. Competitiveness is the main driving force behind the marketing concept. The process of making marketing decisions in a market saturated with competitors is called competitive rationality: the company strives to be consistent in organizing exchanges with consumers in a constantly evolving market	Dixon P. Control marketing. M.: Binom, 1998. P. 24
11. The concept of megamarketing	Coordination of economic, psychological and social influences aimed at establishing cooperation with politicians (political parties) to enter a certain market and work on it	F. Marketing- management. SPb. : Peter, 1998.S. 350

Marketing emerged as a new business culture, as a new philosophy of commodity production and as a new business practice as a result of the creation of new markets. Consumer markets. It was a completely socialist construction aimed at meeting the needs of consumers, but it allowed entrepreneurs to meet the challenges of growth and competitiveness and customer loyalty.

Questions and tasks for self-control

• 1. What major events in the history of marketing in the United States do you know?
• 2. Why are Cyrus McCormick, Henry Ford and Steve Jobs considered great marketers?
• 3. Name the most important events in the history of the formation of marketing in Russia.
• 4. Why is it generally accepted that marketing has become a business practice of a new market, a new communication practice in the market and a new culture of commodity production?

• URL: http://vvww.rnarketch.ru/useful_to_rnarketers.
• F. Kotler Marketing from A to Z. 80 Concepts Every Manager Should Know. M.: Alpina Publisher, 2010.
• Kotler Ph. Marketing-Management: Analyze, Plannung und Kontrolle. Stuttgart, 1982.S. 717.
• Baker M. Marketing: An Encyclopedia.

The origins of the development of marketing go back to antiquity, because some marketing elements arose at the time when the market and commerce appeared, including wholesale and retail trade, intermediation.

How did marketing develop

It is worth noting that the widespread 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, representing the principles of pricing and advertising, began to actively develop. 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 memorials from the times of Ancient Egypt and Sumer.

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

Marketing evolution stages:

The modern development of 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, which consists of three sub-periods:

• 1860-1920 years - improvement of production models against the background of increasing demand over supply, therefore the main purpose of trade was to increase the volume of manufactured goods.
• 1920-1930 - in conditions of successful growth of production volumes, the quality of the products that are produced increases. It is worth considering that thanks to the above changes, the assortment of goods is significantly transformed.
• 1930-1960 years - supply exceeds demand. For this reason, the development priority began to intensify and modernize efforts aimed at commercial marketing of products. Increasing attention began to be paid to the study of behavioral factors in the market, as well as to modeling consumer behavior.

2. The second stage begins in the 50-60s of the XX century, when a new qualitative turn of economic development appears. After successfully overcoming economic difficulties, 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 a radical 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.

NON-GOVERNMENT EDUCATIONAL INSTITUTION

HIGHER PROFESSIONAL EDUCATION

"UNIVERSITY OF MANAGEMENT" TISBI "

Faculty of Distance Technologies

Course work

at the rate: "Marketing"

Kazan - 2013

Introduction

Theoretical foundations of marketing

1 The essence of marketing

2 Goals, objectives and functions of marketing

Marketing development history

1 History of the development of marketing abroad

2 History of marketing development in Russia

2.3 The current state of marketing in Russia

Conclusion

Bibliography

Introduction

marketing history development

Marketing is, first of all, an entrepreneurial activity associated with the promotion of goods and services from producer to consumer. Modern experts in the field of economics consider it in a broader sense - as a business philosophy that determines the strategy and tactics of a firm (enterprise) in a competitive environment.

As an economic concept and a special type of entrepreneurial activity, marketing emerged at the turn of the 19th and 20th centuries. This was a kind of response to the need to solve the increasingly complicated problems of implementation in the context of the development of large-scale production and the growing competition of the market. There was a need to master new, more effective methods of market activity, when the “seller's market” was replaced by the “consumer's market”.

Our country has switched to the market path of economic development. Among the terms characterizing the market economy, a special place belongs to the word "marketing". In just a few years it has turned from a "bourgeois stepson" into a prestigious and necessary reality. The widespread adoption of marketing has given rise to many different definitions. But in all definitions the words "consumer", "exchange", "activity" are necessarily present. They form the foundation of marketing, the main formula of which is “Produce what is sold, not sell what is produced”.

Marketing is a multifaceted activity where psychological, social, moral, financial and economic processes are intertwined.

Marketing is one of the most important economic and social activities, however, it is very often misunderstood. The purpose of marketing is to improve the quality of goods and services, improve the conditions for their purchase, which in turn will lead to an increase in the standard of living in the country, an increase in the quality of life.

The aim of the course work is to study the history of marketing development.

In accordance with the set goal, the following tasks were identified:

Study the essence, goals, objectives and functions of marketing;

consider the history of marketing development abroad;

consider the history of marketing development in Russia;

Examine the current state of marketing in Russia.

The object of research is marketing.

The subject of this research is the history of marketing development.

The information base of the research is made up of a set of special and scientific literature; economic research on the topic; reference and periodical literature on the research topic.

The structure of the course work consists of an introduction, two chapters, a conclusion, a list of references.

1. Theoretical foundations of marketing

1 The essence of marketing

The emergence of marketing as a specific economic system, a method for solving production and market problems is nothing more than a response of an economic unit to the processes occurring in the world - as the complication of the processes of production and sale of goods, tough competition, frequent shifts in the nature and structure of the market demand, its market fluctuations.

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility in one universal definition to give a complete description, adequate to its essence, principles and functions. Nowadays, about 2000 definitions have been put forward, each of which considers one or another side of marketing or gives an attempt at its comprehensive characteristics.

The word "marketing" is derived from the English "market" - the market and translated means "market".

As defined by the US Marketing Institute: Marketing is a management function that organizes and directs commercial activities related to the assessment and transformation of customer needs into effective demand for a specific product or service in order to achieve targeted profits or other goals set by the firm.

According to the American Marketing Association: Marketing is the process of planning and managing the development of products and services, pricing, promotion of goods to customers and sales so that the diversity of goods achieved in this way leads to the satisfaction of the needs of both individuals and organizations.

Prominent American scientist - marketer Philip Kotler gives the following definition: marketing is a type of human activity aimed at satisfying needs and demands through exchange.

According to the definition of the League of German Scientists: marketing is a system of commodity-money relations.

Marketing is a complex of organizational and technical functions of an enterprise related to the sale of goods and services.

Marketing is a system of measures to study the market and actively influence consumer demand.

According to the definition of the Academy of Management of the Russian Federation: marketing is a system of measures for market research, management of the production of competitive goods and services and their effective marketing in order to obtain profit or other commercial effect.

Modern marketing concept.

Successful activity in the markets requires, on the one hand, an increase in the competitiveness of products based on the achievements of science and technology, and on the other, a systematic improvement of the forms and methods of commercial work. These two interrelated factors ultimately determine the level of economic efficiency of activities.

In contrast to the previously prevailing approach, when the sales links were tasked with selling already manufactured products, the marketing concept assumes that economic decisions should be based not so much on production capabilities as on market requirements. Therefore, the management process begins with a thorough analysis of the market, its conjuncture, current and future needs, the activities of competitors. On this basis, a marketing program is developed, promising areas of investment and sales activities are determined. In other words, marketing means close interaction between the spheres of production and circulation, contributing to the efficiency of commercial operations.

The essence of marketing lies in the fact that the activities of the company on the market must provide:

1 reliable, reliable and timely information about the market, the structure and dynamics of specific demand, tastes and preferences of buyers, that is, information about the external conditions of the firm's functioning;

2 creation of such a product, an assortment of products, which more fully meets the requirements of the market than competitors' products;

3 the necessary impact on the consumer, on demand, on the market, ensuring the maximum possible control of the scope of sale.

The main principles follow from the essence of marketing, which include:

1. Focus on achieving the final practical result of production and marketing activities.

2. Concentration of research, production and sales efforts on decisive areas of marketing activities.

The focus of the enterprise is not on the momentary, but on the long-term result of marketing work. This requires special attention to predictive research, the development, based on their results, of market novelty goods that provide highly profitable economic activity.

Application in the unity and interconnection of strategies and tactics of active adaptation to the requirements of potential buyers with a simultaneous targeted impact on them.

The principles of marketing are the initial provisions of the market activity of the enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

The principles of marketing determine the general direction of the goals of the enterprise in the field of marketing.

2 Goals, objectives and functions of marketing

The main thing in marketing is its target orientation and complexity, that is, the fusion of all the individual components of this activity together.

The main goal of marketing is to orient production to market requirements, to develop an action plan for market research.

From a consumer-centered marketing perspective, marketing objectives can be:

achieving maximum consumption (the goal of marketing is to maximize the levels of production and consumption and, therefore, the welfare of society);

achieving maximum consumer satisfaction (marketing goal, according to which marketing helps to increase the degree of customer satisfaction, and not just increases consumption);

ensuring the widest possible choice (the goal of marketing, according to which marketing should give consumers the opportunity to find a product that fully meets their needs and suits their tastes);

maximum high quality of life (the goal of marketing is that it provides quality along with the quality, quantity and variety of available goods.

Marketing objectives should be:

Achievable;

Understandable;

Rankable;

Consistent with the overall goals and objectives of the enterprise;

Controlled;

Focused on certain terms of their achievement;

Providing means of moral and material incentives for their implementation.

Marketing tasks:

Research, analysis and assessment of the needs of real and potential consumers of the firm's products in areas of interest to the firm.

Marketing support for the development of new products and services of the company.

Analysis, assessment and forecasting of the state and development of the markets in which the firm operates or will operate, including the study of competitors' activities.

Formation of the assortment policy of the company.

Development of the company's pricing policy.

Participation in the formation of the strategy and tactics of the company's market behavior, including the development of pricing policy.

Sales of products and services of the company.

Marketing communications.

Service maintenance.

The organization of marketing in the enterprise involves the use of marketing functions in the interaction of the enterprise with the market.

Marketing functions - a set of activities aimed at ensuring the effective operation of the enterprise (Fig. 1.1).

Figure: 1.1 Marketing functions

Marketing functions are separate lines of marketing activity. It depends on the specifics of the firm's activities which marketing functions are advisable and which are not.

2. History of marketing development

1 History of the development of marketing abroad

Most scientists define marketing as a type of human activity that is aimed at meeting emerging needs and demands 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. There are also other opinions on this matter.

Peter Drukker believed that Japan was the birthplace of marketing. In 1690, the founder of the future 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 was guided by his customers, buying only what was in demand, providing a system of guarantees for the quality of goods, constantly expanding the range of goods.

In the West, we can only talk about marketing since the middle of the nineteenth century. And Cyrus McCormick was the first to suggest that marketing should be the central focus of the enterprise, and that working with the consumer's own circle should be the manager's task. This man is better known as the inventor of the first combine, but it was he who created such marketing areas as pricing, market research, and 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 USA is considered to be the birthplace of modern marketing.

In the second half of the 18th century, the famous 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 belongs to the period following the "Great Depression" that swept the West in 1923-1933, while others believe that this is the period of the early 50s of the XX century. But his story is much older.

The emergence of marketing, from the point of view of Peter Drucker, is associated with Japan. In his opinion, marketing appeared in Japan around 1650, when the first member of the Mitsui family settled in Tokyo and opened a shop there, which may be called the first department store. There, he pursued a policy that anticipated by 250 years what the largest trading firms would then carry out, namely:

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

) looked for funds and sources for their production;

) introduced the principle of unconditional refund for returned goods;

) significantly expanded the range of goods for buyers.

In the West, marketing emerged 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 that creating a circle of consumers should be the special job of the manager. 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, the principles of pricing policy and service. All this led to the prosperity of his firm International Harvester.

As an academic discipline, marketing first appeared in America. In 1901, a short course in marketing was taught at the University of Illinois and Michigan. In 1905 V. Ye. Kreuz also taught the course "Marketing of goods" at the University of Pennsylvania. In 1910, at the University of Wisconsin, R. Butler began to teach a regular course in Marketing Techniques.

Thus, the USA 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 on, the limitations of this interpretation became apparent. The 1929-1933 crisis also played a significant role in this, after which marketing finally lost its purely sales orientation. The 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 conditions of excess of effective demand over the available supply in the market ("seller's market") contributed to the implementation of sales policy and the accumulation of further experience in this area of \u200b\u200bmarketing.

But, already since 1948, marketing began to be seen as the implementation of other types of economic activity, directing the flow of goods and services from the producer to the final or intermediate consumer.

As a marketing system, it was created under the influence of the development of monopolies, which required a larger and more in-depth market research and more perfect organization of the activities 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, YS 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 the art of sales management.

In 1926, the National Association of Educators of Marketing and Advertising was organized in the USA, on the basis of which the American Marketing Society was later created, renamed in 1973 into the American Marketing Association (AMA), which today unites about 23 thousand teachers, scientists and representatives of the business world. Somewhat later, similar associations and organizations appeared in Western Europe and Japan. International organizations began to emerge - the European Society for the Study of Marketing and Public Opinion (ESOMAR), the European Academy of Marketing, and the International Marketing Federation (IMF). International status is 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 marketing globalization. So, in 1992 in Canber (Australia) an international conference on global marketing was held, which proclaimed: "Marketing is everything."

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

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

2 History of marketing development in Russia

There are several periods in the development of Russian marketing. The first period can be designated by the time interval 1880-1917. At this time, there was a rapid development of the industrial potential of Russia on the basis of entrepreneurship. In the practice of Russian entrepreneurship of this period, many elements of marketing were used. In particular, Russian entrepreneurs made extensive use of print and wall advertisements, some elements of Public Relations. For example, in Russia, many industrial exhibitions and fairs were held (the famous Nizhny Novgorod Fair functioned, which determined European prices for a number of goods, for example, for grain). Russian entrepreneurs took part in international exhibitions, in particular, Paris exhibitions, taking prizes. In Russia, the patronage of entrepreneurs was widely practiced in relation to the social sphere (hospitals, orphanages, etc.), cultural institutions. Russian entrepreneurs pursued a flexible pricing policy, used various elements of sales promotion. The industry for the production of packaging means was developed in Russia.

However, an integral marketing system did not exist in Russia. Certain problems of marketing are considered in the framework of other economic disciplines. If in the Michigan, California, Illinois, Pennsylvania universities in the USA at the beginning of the twentieth century there was a course "Marketing Methods", then in Russian universities there was no such course. Certain elements of marketing were taught in commercial schools.

The development of the theory and practice of marketing in Russia was almost completely interrupted in 1917. For five years, there was a shortage of almost all goods in the country, and a significant part of industrial capacity was destroyed. This was due to the First World War, two revolutions in 1917, and the civil war. During these years the country had a rigid distribution system of "war communism".

The third period in the development of Russian marketing lasted from 1922 to 1928. It was associated with the NEP (New Economic Policy), introduced by V.I. Lenin. In Russia, entrepreneurship began to develop again, which needed the use of marketing. The elements of marketing were quickly restored in practical economic activity. In practical economic activity, the elements of marketing that had taken place before the 1917 revolution were quickly restored. Several scientific organizations have appeared that deal with marketing problems, in particular, the Market Research Institute in Moscow. A certain theoretical achievement was the development of N.D. Kondratyev's theory of "Business cycles" ("long technological waves in the economy"). This result was developed in the works of J. Schumpeter and made an important contribution to the innovative section of marketing. Resumed teaching elements of marketing in commercial schools.

Since 1929, there has been a long break in the development of marketing in Soviet Russia. A rigid command and distribution system is being introduced in the country, and an accompanying general shortage of goods appears. There is no place for marketing in these conditions. The period during which even the word marketing itself was forgotten lasted until the late 1950s.

With the onset of the so-called "Khrushchev Thaw", practical marketing in Russia did not revive, but still a new moment appeared. Soviet economists remembered marketing. The object of their study was the theory and practice of marketing with a developed market economy. Publications with an analysis of this experience appeared in the Soviet press. Almost one hundred percent of these publications gave an unequivocally negative assessment of the theory and practice of marketing. In publications, marketing was interpreted as a means of increasing the exploitation of workers, a way of exchanging consumers.

A new stage in the development of Russian marketing began in the late 60s and early 70s and is associated with the so-called "relaxation of international tension." During this period, the Soviet economy needed the active development of international economic ties for the sale of its products (primarily raw materials and energy consumers) and the purchase of consumer goods and food. Ignorance of the fundamentals of marketing by foreign trade workers of Soviet Russia led to unfortunate failures in foreign trade. This prompted the country's top leadership to start training cadres of domestic specialists who own marketing, to conduct their own research in this area. But it should be noted that they began to train specialists only in international marketing. Domestic marketing specialists began to be trained first abroad, then in Russia. In the country, marketing specialists were trained by the Moscow State Institute of International Relations, the Institute of Asian and African Countries at the Moscow State University, as well as in the commercial schools of the Academy of National Economy under the Council of Ministers of the USSR, the All-Union Academy of Foreign Trade (VAVT) Ministry of Foreign Economic Relations of the USSR. The state system trained 200-300 marketing specialists annually. Several specialized international marketing publications have appeared. For example, the Bulletin of Foreign Commercial Information. In practice, there was a copying of the experience of countries with a developed market economy in the foreign trade activities of Soviet organizations and enterprises. Several state scientific organizations have been created to develop marketing theory. For example, the All-Union Scientific Research Institute (VNII) of market conditions and demand.

With the beginning of reforms M.S. Gorbachev in 1985-1986, a new stage in the development of Russian marketing began. First of all, activities in the field of international marketing have intensified. In 1987, within the All-Union Association "Soyuzpatent" of the Chamber of Commerce and Industry (CCI) of the USSR, a consulting center was created to provide Soviet enterprises with qualified marketing services. The all-Union association "Soyuzexpertiza" begins to check the consumer qualities of export and import goods on commercial terms, which maintains intensive contacts with such control and certification companies as the Swiss Societe General de Surveyans and Inspectorate, the American inspection firm Kami Brad, the English " Control Union "and a number of others.

Intermediary firms and commercial companies arose with the participation of the share capital of Soviet organizations, providing marketing services for the export of various, standard engineering products (cars, electric motors, tractors, etc.). These are such firms as Skaldia-Volga in Belgium, Active-Auto and Stanko-France in France, Stan Italiana in Italy, Konela and Koneisto in Finland. On the basis of the All-Union Association "Vneshtorgreklama" of the USSR CCI, the All-Union Center for the provision of a range of advertising services was created. The practice of creating joint advertising ventures such as the Soviet-Hungarian "Tisza" organized in 1988 has expanded. A marketing section has been organized at the USSR Chamber of Commerce and Industry, with more than 300 members. The task of the section was to study and promote positive foreign experience in marketing activities, organize various seminars, conferences, symposia.

If enterprises engaged in the production of goods for the foreign market were forced to engage in marketing, then enterprises oriented to the domestic market in marketing did not need much. In 1988, the All-Russian Research Institute of Situations and Demand conducted a survey, which showed that 80% of the surveyed industrial enterprises do not study the market at all. Only 7%, no more often than once every three years, carry out separate events (mainly in the field of advertising, brand trade, new products, etc.). Of the enterprises that did not conduct market research at all, 75% cited lack of interest as the main reason. Of these enterprises, 83% were firmly convinced that market and demand research was only a trade task.

The actual economic situation in Soviet Russia at that time did not contribute to the development of marketing. Here are some figures for 1989. During this period, the growth of the wage bill was more than five times higher than the growth of national income. Cash incomes of the population increased in comparison with 1988 by 12.9%, which is 1.4 times faster than the growth in the production of goods and services (9.1%). The current unsatisfied demand in 1989 was estimated by specialists in the range from 45 to 60 billion rubles, and the accumulated (i.e., including deferred in previous years) was estimated by the State Statistics Committee of the USSR at 165 billion rubles, respectively. Household deposits in the institutions of the Savings Bank reached 337.7 billion rubles. Data on inflation rates, based on the registration of prices for 650 basic goods, taking into account deferred demand, indicated that inflation was characterized by a figure of 7.5%. These data indicate that there is a huge shortage of goods, and scarcity is the number one enemy of marketing.

In turn, the reason for the shortage of goods is monopoly in production. In the economy of Soviet Russia at that time there was a monopoly of two levels: the monopoly of ministries and the monopoly of direct producers. Here are some data on the degree of monopolization of the Russian economy.

In 1989, about a hundred ministries of federal significance controlled 57% of the industrial output; over 800 Union-republican ministries and departments dictated their conditions in the production, delivery and sale on the market of 3% of industrial goods. Another 6% of the products were produced and distributed at the direction of local economic authorities. Thus, there were no freely manufactured products on the market of Soviet Russia.

A similar picture of super-monopolization took place among direct producers. According to the Goskomstat, 4294 scientific and production associations in industry, which included 7868 enterprises (or 17% of their total number in industry), created more than 50% of products; at the same time, almost 55% of industrial and production personnel are concentrated on them.

In world practice, a monopoly is the concentration of 30% of the market in one hand. In Soviet Russia, it is not uncommon for a single enterprise to "control" 100% of the market. So the production association "Azovmash" is the only manufacturer of railway tanks and steel-making converters, and the machine-building plant named after May 1 (Kirov region) of cranes on a railway track. The industries that produce the means of production are the most monopolized. This inevitably leads to overstatement of prices by more than the average for the economy.

However, against the background of this generally unfavorable situation for marketing, some positive moments appeared in the late 1980s. These positive aspects are associated, first of all, with a decrease in the influence of the state on the economy, the provision of greater independence to enterprises. This independence, together with objective financial difficulties, forces enterprises to refuse to buy products from monopolistic enterprises and look for alternatives. The possibilities of the alternative consisted in the emergence of cooperatives, small enterprises, the purchase of hard currency for rubles (with the subsequent purchase of the desired product abroad). A typical example in this respect is the work of the authors on market research in 1990 in St. Petersburg.

The problem faced by the organization commissioned by which the research was carried out, the International Joint-Stock Association "Scientific Instruments", was a significant decrease in demand for its products.

This organization (firm) was a monopoly in its area earlier. The analysis showed that until 1988 the number of applications for the company's products steadily exceeded the volume of output by 1.5 - 2 times. Since the marked date, a sharp drop in the number of applications begins, and since 1990 there have been refusals from previously made purchase applications. The sales problem was explained as follows.

Until 1988, scientific organizations, which were the main clients of the firm, had funds in their budget that were allocated to them from state resources or budgeted for under private contracts for special purposes on scientific equipment and which they could spend on something else. With the transfer of organizations to scientific conditions of management (1988), other opportunities for spending funds appeared, which immediately affected the number of applications for scientific equipment.

With the beginning of the transition to the market, the reduction and elimination of a number of state sources of funding for science, the financial position of many scientific organizations became simply critical, which caused the rejection of previously made applications.

Sales difficulties forced the firm to engage in market research, marketing its products.

As an economic concept and a special type of entrepreneurial activity, marketing emerged at the turn of the 19th and 20th centuries. This was a kind of response to the need to solve the increasingly complicated problems of implementation in the context of the development of large-scale production and the growing competition of the market. The need arose to master new, more effective methods of market activity, when the “seller's market” was replaced by the “consumer's market”.

The first marketing training courses were opened in the 1901/02 academic year at the University of Illinois and Michigan, USA. Although they were mostly descriptive, they were nevertheless separated into an independent academic discipline from general economic theory and practice. The courses contained a description and description of the basic techniques of the marketing activities of enterprises, the operations of wholesalers and retailers. Special attention was paid to advertising issues, the specifics of the sale of goods in various directions.

The popularity of the marketing course grew, and soon it became an integral part of the training program for future businessmen. In 1908 the first commercial marketing research firm was founded. In 1911, the first specialized marketing departments appeared in the management offices of large companies. In the 20s. in the United States, the National Association of Educators of Marketing and Advertising is created, which then became part of the American Marketing Association, formed in 1937.

A qualitatively new impetus in the development of marketing, according to experts, falls on the 60s-80s. This is due to the transition of economically developed countries from the industrial to the post-industrial period. The latter is characterized by the fact that production ceases to be mass, large-scale production, and is more and more focused on individualized consumer needs, markets are becoming more differentiated, opportunities for cost reduction at enterprises are limited, the number of small enterprises is growing, the role of scientific and technical information is significantly increasing, etc.

In these conditions, it became clear that the profit of the enterprise depends not only and not so much on reducing the costs of its own production, but to a large extent on the attention paid to the research of the market and competitors, the quality of the product and the organization of its successful promotion to the market. Our knowledge of market activities can be based on the fundamentals of modern marketing. As an integral system of activity of an enterprise (firm) in the market, it will have an increasing influence on the development of entrepreneurial philosophy and methodology.

First, marketing creates a new way of thinking in managing an enterprise (firm). It is formed as a system of thinking, i.e. a set of mental attitudes aimed at the optimal adaptation of specific goals to the real possibilities of achieving them, at an active search for a systemic solution to emerging problems. This is an attempt to make optimal use of available resources and the entire potential of an enterprise (firm), taking into account market requirements. Changes in the way of thinking are clearly illustrated by the evolution of marketing concepts at different stages of its development.

Secondly, marketing also creates a new way of operating the enterprise in the market. An integral methodology of the market activity of an enterprise (firm) is being formed, revealing its principles, methods, means, functions and organization. A system for promoting goods is being formed and developed, in which a rich set of various techniques is used: improving the functions of goods, influencing the consumer, flexible pricing policy, advertising, efficiency of distribution channels, etc.

Currently, the marketing course is taught in almost all higher education institutions in countries with market economies. It is compulsory in universities, institutes, various kinds of business schools, etc., where marketing specialists are trained for many areas of business.

National and international associations have been active in promoting marketing ideas, including the European Opinion and Marketing Research Society, the International Marketing Federation, the American Marketing Association, the UK Marketing Institute, and the Indian Institute of Marketing and Management.

Marketing development in Russia

The first mentions of marketing in Russian literature appeared in the early 60s, and this was mainly a criticism of it as an attempt by bourgeois economic thought to solve the "insoluble" problems of implementation in a capitalist society. It must be said that the underestimation of marketing, both in domestic economic science and in economic practice, was due, first of all, to outdated views on the nature and significance of managerial and intermediary activities, as well as on the processes of collecting and processing information as unproductive labor.

A qualitatively new stage in the understanding of marketing activities is associated with the transition of our country to market relations. Many people are interested in marketing today, especially practitioners. Various kinds of commercial schools and courses are being created where marketing is studied. A number of universities have begun training marketing specialists for sectors of the national economy. The Marketing Association is formed.

Marketing as a methodology for market activities is becoming increasingly important. The possibilities of its development in the current economic conditions of the Russian Federation are associated with a number of circumstances.

Firstly, enterprises enter the market, and this requires knowledge of specific methods and techniques and the ability to apply them.

Second, marketing isn't just about saturated markets. Of course, it is more efficient when the market is functioning normally, although in this case it can be saturated and unsaturated. Therefore, marketing strategy and tactics must adapt to different market conditions (full demand, excessive demand, fluctuating demand, negative demand, etc.).

Thirdly, the use of marketing is increasingly associated not only with the foreign economic activity of enterprises, but also with activities in the domestic market. This is due to the fact that it is impossible to enter into external relations today without a good knowledge of marketing and the process of forming product markets within the country. Indeed, in essence, activities in the domestic and foreign markets are only two sides of a single process. Marketing is widely used in various areas of entrepreneurship: in the markets of industrial goods, consumer goods, various kinds of services, etc.

Fourthly, since market activity in Russia is just beginning to develop, the introduction of marketing methodology should also be phased. It is simply impossible to use marketing at the high level that has been achieved in countries with developed market economies. It is necessary to go through the main stages of the evolution of marketing activities (and in a shorter time frame), starting with the one that is most consistent with the level of the current economic situation.

At the initial stage of the formation and development of marketing in Russia, it can be perceived mainly as a trading activity in the broad sense of the word, i.e. as a kind of market distribution system. Sales departments of industrial enterprises, wholesalers and retailers, and various intermediary organizations will directly participate in it.

At the next stage, the understanding of marketing will deepen: it will be not only a purely sales, but also an organizational and commercial function of the enterprise. Activities will expand due to more thorough market research, consumer and competitor behavior, increased advertising, flexible pricing, etc.

Finally, with the development of market relations and the normalization of the market itself, marketing will turn into a market concept of enterprise management, into a system in which almost all decisions will be based on information coming from the market.

Of course, today, in the conditions of the “seller's market,” the manufacturer can somehow ignore marketing, since this requires large expenses, and the result is known in advance - the consumer still buys this product, since there is no choice. In a “buyer's market”, when supply exceeds demand and the buyer has a choice, the manufacturer is faced with the need to ensure the sale of his goods.

He is forced to focus on the behavior of buyers, take it into account. In such a situation, marketing activities will allow, firstly, to create conditions for a more complete adaptation of the enterprise to the external environment and, secondly, to influence this environment with available means. Gradually, the ultimate goals of marketing will be fulfilled more and more effectively: the maximum achievement of consumer satisfaction with a high level of consumption of material goods and services, the provision of a wide selection of goods, improvement of the quality of service Howard K., N.D. Eriashvili, Yu.A. Tsypkin "Marketing", pp. 9-12

The history of marketing development begins its path since the creation of markets. In those days, the first concepts appeared, such as:

• mediation;
• wholesale and retail;
• price formation.

Even in ancient Greece and Rome there were intermediaries and in those ancient civilizations they were of different types. At the same time, when the market appeared, such a concept appeared. like pricing policy and advertising.

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A more active history of the emergence of marketing began by the end of the 17th and the beginning of the 18th century. American scholars have concluded that some marketing concepts were used by traders in England in the 17th century, after which the colonists transported them to the United States.

American scientist Peter Ferdinand Drucker, a respected management theorist, believed that marketing originated in Japan. Documentary evidence was found for this. In 1690, a resident of Tokyo opened the first store in which they focused on the demand of buyers, increasing the range of goods. The first guarantees of product quality appeared there.

Marketing history marks three main stages of development

Stage one. This time differs in that competition among buyers was greater than between manufacturers. Historians distinguish three main periods:

Lasts throughout the 1860s and 1920s. Given the high level of demand, manufacturers have focused on the volume of goods produced, rather than its quality.

from 1920 to 1930. After reaching the indicator of a high volume of productivity, manufacturers began to pay more attention to the quality of their products and adjust the range of products in relation to its popularity.

In the period from 1930 to 1960, due to a decrease in the volume of demand, supply began to prevail. Thanks to this, a new branch in marketing began to actively develop, modeling customer behavior in the sales market.

The second stage is considered to be the period of 50-60 years of the XX century, during this period marketing was recognized as a management science. The first to declare this statement was not a little-known inventor of America, Cyrus Hall McCormick, he was also the founder of the McCormick Harvesting Machine Company, which in 1902 became part of the International Harvester.

The developed countries, having overcome the difficulties of the post-war period, began to develop a market economy, therefore this page of history is also called the period of consumer orientation.

In the third phase, the marketing philosophy was founded. This became the basis for communication between the company and the consumer.

Moments of development of foreign marketing

There are a number of historical episodes in the development of marketing policies abroad. Here is some of them:

• In 1902, courses in marketing began to be taught at US universities;
• in the period 1934-36, the first editions in the direction of marketing were published;
• 1990 was marked by the emergence of marketing terms.

Marketing development in the Russian Federation

Marketing development in Russia also has several stages:

The first stage is considered the period from 1880 to 1917, the industrial potential in Russia on an entrepreneurial basis quickly gained momentum. During this time, marketing elements were widely used in domestic business. The most common among them were:

• advertising techniques of a different nature;
• communication between the enterprise and the public was established in every possible way.

But there was no complete systemic marketing.

The beginning of the twentieth century was marked by the active development of industry, therefore it is considered the second stage of development. But due to the attitude of the Soviet economy to marketing as a science, it was not recognized and was not subject to study.

The mid-70s was the third stage of development for marketing. It was recognized as a market-based concept of management in production, marketing of goods and the sale of services. But the central management mechanism did not allow the application of all marketing principles in the domestic market. The free implementation of market opportunities was prohibited for business entities.

In the 90s, after the adoption of the property law, marketing gained momentum in development, which became the fourth stage of evolution.

Important points

In Russian marketing, there are a number of important events and dates assigned to them, such stages as:

• in 1967, the creation of a marketing section;
• 1980 was distinguished by the introduction of marketing courses in economic universities;
• in 1990, a decree was adopted to organize an institute for systems research and marketing;
• in 1992 he launched the publication of the Marketing magazine;
• in 1995 the Russian Marketing Association was established.

Based on the analysis of marketing development in Russia, it can be seen that the formation takes place episodically in a number of meaningless impulses, as marketing tasks arrive and a method is sought for their solution. As a rule, they are associated with the sale of goods and were perceived as excessive imposition of products, through psychological processing and manipulation of consumer behavior.

The number of companies that have access to the marketing of the post-industrial society is not large enough. Most entrepreneurs work within the strict framework of industrial marketing. They do not have access to such techniques as customer orientation, quality improvement or renewal of the product range. The marketing principle of an industrial society is product orientation.

Due to the high level of presence of monopolists and oligopolists, the situation with socially responsible marketing is even more difficult.

Monopoly enterprises do not work on a long-term policy with either consumers or products. For them, the concept of making money from turnover does not exist.

The principle of their policy is to generate quick income by maintaining a high price while limiting production.

Marketing history. Marketing in Russia - development and formation

The history of the development of marketing in Russia is of interest primarily because it began to develop successfully at the end of the 19th century, and continued development at the beginning of the 20th century, marketing in Russia, then, for many years, was thrown into the backyard of the planned Soviet economy, was considered a harmful science and dangerous. But, despite all the prohibitions, marketing in Russia in one form or another has always existed, always fought its way.

Introduction

Marketing in Russia, as in other countries, has gone through several stages of its development. But, if the boundaries of the stages of marketing development in most countries are blurred, the stages replaced each other gradually, then in Russia, due to reasons beyond the control of marketing itself, the boundaries of the stages are clearly marked. And they pass according to certain periods of the life of the state itself.

I have already mentioned the first steps of marketing development in Russia in the article. Therefore, in this article we will consider the stages of the formation and development of modern marketing.

Marketing in Russia - pre-revolutionary period

At the end of the 19th century, the economy and industry of Russia developed rapidly. Entrepreneurship began to play a leading role in the country's economy. And the development of marketing during this period was no different from its development in other countries.

In the practice of Russian entrepreneurship of this time, many elements of marketing were used. Advertising occupied a prominent place in the promotion of goods and services. Special printed publications of an advertising nature began to be published.

PR methods were widely used.

Exhibitions and fairs occupied a special place in the promotion of goods and services. Many industrial exhibitions and fairs, international, domestic and provincial, have been organized in Russia.

A special place was occupied by the regularly held and very popular Nizhny Novgorod fair. At the Nizhny Novgorod fair, a lot of goods from all over the world were always presented, numerous transactions were concluded.

It determined European prices for a number of goods, such as grain.

It should also be noted Russian entrepreneurs who have made quite successful marketing moves. It should be noted their success in advertising and PR. I will give just two examples, although there are many more.

Marketing from Shustov

To promote his alcoholic beverages in the market, and then to capture the alcoholic beverage market, he came up with a sophisticated marketing ploy. Shustov hired people (for a penny, and that was all the costs of this advertising campaign) who went to taverns, restaurants, drinking establishments and demanded Shustov alcoholic drinks.

If those were not available and they were refused, they began to scandal. Naturally, information about the causes of the scandals very quickly got into the press, and after a short time all the drinking establishments were selling Shustov alcoholic beverages. Another advertising find of Shustov was the use of trams.

Carriages began to run all over Moscow, on the sides of which advertisements with "Shustov" were placed.

Carl Faberge's marketing idea

Carl Faberge came up with a successful marketing idea in 1883. He decided to create an Easter egg as a gift for Empress Maria Feodorovna. After that, Faberge received an order to make an egg every year.

Already in those years, Faberge was distinguished by the fact that he produced his products for the client, doing only what the clients liked and was in demand. Its staff were among the earliest design artists in the modern sense.

Here are Fabergé's words that are very applicable to the modern marketing approach:

"I am not interested in an expensive thing if its price lies only in the fact that a lot of diamonds or pearls are planted."

Many Russian entrepreneurs have successfully used sales promotion and customer acquisition techniques. Much attention was paid to the beauty and convenience of product packaging.

At the beginning of the 20th century, the first educational institutions began to appear, where they taught elements of marketing.

Some knowledge and skills in marketing could only be obtained in the general course of economics, which was taught in some commercial schools.

As you can see, everything developed, as in other countries, until 1917 came and what happened happened.

During the Soviet period, three periods in the history of marketing in Russia can be noted.

The first period is the period from 1917 to 1928, from the revolution to the end of the NEP.

The October coup and further civil war interrupted not only the development of marketing in Russia, but also destroyed the economy and industry. Production was either stopped or destroyed. For five years, the country needed most of the industrial and food products. Of course, there was no question of any marketing approach.

But in 1922, with the onset of the NEP, everything changed quickly. In Russia, entrepreneurship began to develop again, industry began to recover, and trade revived. In practical economic activity, the elements of marketing that had taken place before 1917 were quickly restored. Advertising and PR were again widely used. Marketing in Russia is resurrected.

During the NEP years, private capital held a particularly strong position in trade. Trade has become an important source of the local budget. For example, in Moscow, private capital held up to 95% of the trade turnover.

Competitions with private traders in state and cooperative trade are very characteristic of this period. Attempts were made to expand state trade, increase its turnover, improve the range and quality of customer service.

At the same time, the Market Institute appeared in Moscow, the first institution in Soviet Russia to study marketing.

Economist Nikolai Kondratyev created in the 1920s the theory of "Business Cycles", in which he argued that the alternating ups and downs of the world economy occur cyclically, with a cycle duration of 45-55 years. It was one of the first scientific papers to include marketing elements.

The second period is the period from 1929 to the end of the 50s.

Since 1929, with the abolition of the NEP, a long break in the development of marketing in Russia again begins. A rigid command and distribution system is being introduced in the country, the economy becomes planned, the market and competition are completely destroyed.

An accompanying general shortage of goods appears. Marketing in Russia, in these conditions, becomes a curse.

The period during which even the word marketing itself was dangerous to pronounce, and the leading, thinking economists were repressed, lasted until the late 50s.

The third period - 60 - 80 years of the 20th century.

In the early 1960s, Soviet economists became interested in marketing. But since Since the official Soviet ideology rejected marketing, then economists in their writings gave a negative assessment of marketing as a completely alien phenomenon.

In the 1970s, the USSR began to more actively enter the foreign market, and the lack of knowledge of the basics of marketing by domestic specialists made it difficult to conduct business negotiations. And in the country, urgently, they began to revive marketing, introducing its study in some elite universities. Each year, these universities trained up to 200 marketing specialists.

Several specialized international marketing publications have appeared. In 1974, the first systematized collection of translated articles in Russian, entitled "Marketing", was published. However, presenting this collection to Soviet readers, the author of the preface made the following reservation:

“Of course, we are not talking about using the principles of bourgeois marketing, which are completely unacceptable for socialist enterprises due to the fundamental difference between capitalist and socialist production relations, but about the fact that foreign trade and other organizations of our country operating in the foreign economic sphere should know all those new forms and methods used by firms in capitalist countries ”.

In practice, the experience of countries with developed market economies was copied in the foreign trade activities of Soviet organizations. For the development of marketing theory, marketing units began to be created in a number of state scientific organizations. The All-Union Scientific Research Institute (VNII) of conjuncture and demand was created.

In the early 70s, a marketing section appeared at the USSR Chamber of Commerce and Industry, where periodically heated discussions took place about the compatibility or incompatibility of marketing with socialism.

Of course, it was not the supporters of market relations that won the dispute, but the fact that they could express their opinions, despite fierce criticism, can be considered the achievements of this period.

With the beginning of perestroika, a new stage in the development of Russian marketing begins. But practically this stage in the development of marketing began in the early 90s of the last century. The economic reforms of those years are assessed in different ways, but it was they that led to the formation of market relations and stimulated the development of marketing. Marketing in Russia has revived again.

Today the importance of marketing in Russia is recognized by everyone who is connected with the market and engaged in economic activities. Marketing began to be studied in Russia.

Marketing is taught as a separate discipline in colleges and universities. Marketing has become an independent specialty, marketing graduates are becoming in-demand specialists at any enterprise.

Knowledge of marketing can be obtained in various business courses.

Literature on marketing appeared and became widespread, first translated, and then by Russian authors. Several marketing periodicals began to be published. But marketing activities in Russia have many flaws.

In most cases, it is carried out haphazardly and episodically in the form of solving individual marketing problems, most often associated with sales, and often, simply with stealing, goods.

And the majority of the population perceives it as a rough imposition of goods, psychological treatment and manipulation of consumer behavior.

Conclusion

As you can see, marketing in Russia, in spite of the statements of many economists, was, and today it is more and more densely included in everyday life. Even when it was considered a pseudoscience, marketing was forced to study and use.

It should be noted that despite the complete ban on marketing in Soviet times, the marketing approach in the USSR could be observed. This was especially reflected in the creation of brands of popular goods. Only no one called them brands, they called them trade marks. And many popular brands such as confectionery, sausage or alcohol have become successful brands today.

The history of marketing. Key Marketing Concepts

The emergence of marketing occurred simultaneously with the formation of the market and market relations. The most famous forms of marketing activity - advertising and pricing - were used by traders in Sumer and Ancient Egypt. The emergence of the social division of labor should be considered the reason for the emergence of the oldest forms of marketing.

Definition 1

Social division of labor is a form of organization of production in which products are produced at the lowest cost for exchange through purchase and sale.

However, marketing began to acquire its modern form in the late $ 17th - early $ 18th centuries. According to some sources, the United States of America is considered the birthplace of marketing, where some marketing concepts were brought by colonists from England.

Remark 1

Management guru P. Drucker considered Japan to be the birthplace of marketing, citing as proof the emergence of the first department store in the history of trade, the owner of which was guided when selling to the needs of his customers and provided guarantees of product quality.

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Formation of marketing abroad

The significant development of marketing as a science and practice of business begins in the $ XX century.

Proof of widespread marketing practices can be considered the publication in the United States in $ 1901 of the report of the Industrial Commission on sales of agricultural products - the world's first research, which was of a marketing nature and contained market analysis.

At the same time, the formation of marketing science begins - specialized courses in marketing appear at American universities (Michigan, Berkeley, University of Illinois), the first works in the field of marketing are published (W. Scott "Theory and Practice of Advertising").

An essential stage in the development of marketing was the appearance in $ 1926 of the National Marketing Association (later - the American Marketing Association, AMA), on the basis of which the American Marketing Society was formed. In the $ 30-ies of the $ XX century, the first specialized magazines began to be published - American Marketing Journal, National Marketing Review, Journal of Marketing.

As early as $ 1960, management professionals are proclaiming the "era of marketing," speaking of the marketing concept of doing business. After that, the active development of certain areas of marketing continues, for example, marketing of non-profit organizations, consumer behavior, elements of the marketing mix, relationship marketing, etc.

Formation of marketing in Russia

In Russia, marketing began mass distribution much later. At the end of $ XIX $ - at the beginning of $ XX $ centuries.

russian entrepreneurs actively used marketing elements in their activities - print and wall advertising, some types of PR, but there was no single systemic approach to marketing activities.

The existence of an administrative-command system for conducting economic activities and a negative attitude towards marketing as a science in the Soviet economy hindered its development and study.

The adoption of the Property Law in $ 1990 transferred the Russian economy to the sphere of free market relations and contributed to the active development of marketing. This is evidenced by the following facts:

• Introduction of a marketing course in economic universities;
• The beginning of the publication of the Marketing magazine;
• Creation of the Russian Marketing Association (RAM).

The later development of marketing in Russia led to the fact that now the marketing activities of Russian companies and entrepreneurs are carried out unsystematically, outdated and ineffective marketing tools are used, and consumers perceive the marketing actions of sellers as attempts to manipulate and impose goods.

Conceptual Marketing Development

At the first stages of its development (late $ XIX - early $ XX centuries) marketing acquired its modern meaning.

The improvement in marketing tools at that time was due to a gradual transition from a simple increase in production volumes to an increase in sales efficiency through the application of commercial efforts.

It is the need to organize a productive sales system that has led to increased business focus on the study of consumer behavior and market conditions.

In the $ 50th years. In the $ XX century, the world economy, having recovered from the war, has moved to a new stage of development. This led to the revitalization of the business community and the expansion of the concept of "marketing" from intraorganizational to external consumer orientation. Then the concept of the consumer market first appeared.

Definition 2

Consumer market - market conditions, the specificity of which is the excess of supply over demand.

The figure below presents the key concepts of marketing in the context of its historical development:

Remark 2

Currently, leading experts consider marketing as a fundamental element of the activities of any organization, which sets the main direction for its strategic development. Marketing has become a modern business philosophy.

Marketing history and development

Today marketing has become ubiquitous, no production or service sector can do without promotion. The history of the emergence of marketing is rooted in antiquity. Consider the main stages of the emergence and development of marketing, its evolution and current state.

Marketing concept

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 manufacturer.

Since marketing is an integral component of market activity, its appearance dates back to a very long time.

Early stages of marketing history

The first beginnings of marketing activity arose when a person learned to produce as many goods as he could not consume. The surplus of goods had to be somehow sold, 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, traders began to focus on consumer demand, advertising and public relations appeared.

With the emergence of industrial production, the methods of marketing products become more complicated. For the first time in the history of marketing in Japan in the 17th century, a department store appears, operating strictly in accordance with the demand for goods. It provided guarantees for the goods, used the beginnings of merchandising.

However, all these were isolated achievements of individual sellers, there was no meaningful system for using these techniques, everything was applied at the level of intuition.

There is also a history of marketing in Russia. Back in the 18th century, domestic merchants understood that it was necessary to form a pool of permanent, loyal customers.

And they established close, trusting relationships with their consumers, selling only high-quality goods, giving guarantees, selling goods "with a campaign," that is, with a small makeweight, giving small souvenirs for the purchase, conducted tastings of the goods.

The emergence of marketing

In the 19th century, the preconditions for the emergence of systemic marketing were formed. The reasons for its appearance were the saturation of the market with goods, the concentration of commercial and industrial capital, the development of continuous, mass production, unorganized competition, state regulation of markets, and monopolies.

All this led to a critical situation that 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 of "marketing" was introduced for the first time in US universities. In 1908 the first marketing research laboratory was opened.

Theorists formulate marketing concepts that later evolve into the evolution of this phenomenon.

The first concept in the history of marketing is traditionally called production. It took shape and dominated 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 the product at reasonable prices. During this period, the markets are not yet overflowing with goods, and it is enough to set affordable prices for people to buy more.

But by the beginning of the 30s 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.

Product concept

In the early 1920s, the following concept appears in marketing history. It is designed to solve the problem of overproduction of goods, and the way out is seen in improving the goods. It is assumed that consumers will buy a product of better quality, therefore, 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 this approach could not make people buy endlessly.

At a certain stage, this approach bore fruit, but it quickly exhausted its possibilities.

Sales concept

In the early 1930s, the markets of developed countries were swept by a wave of overproduction, so the idea of \u200b\u200bintensifying marketing efforts arises. An idea arises that the consumer needs to tell about the product many times in different forms, to push him to buy. This is how the story of 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, annoying, aggressive, offering him unnecessary goods, which pushes him away from buying, falls on the consumer.

This leads to negative consumer reactions, rejection of repeat purchases and, as a result, reduced sales.

Consumer concept

At the next stage of marketing development, an approach arises that is related to the needs and requirements of the consumer. This concept is also called traditional marketing. Because it declares the main goal - to satisfy the needs of the consumer, by producing goods that meet the needs of the consumer.

The manufacturer, prior to the launch of the product launch, 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 necessity of establishing long-term relations with the consumer, the formation of consumer loyalty is realized.

The manufacturer's goal 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 satisfy the needs of the individual, but also 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 meets 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 emerged aimed at establishing relationships with the consumer. Its appearance is due to the fact that not the product, but the service comes to the fore. Also a prerequisite for the emergence of this concept was the global expansion of the service market.

The manufacturer now has to build a customer service program, the service becomes a tool in the fight against competitors. Products have already reached their peak of quality, it is difficult to improve them greatly, therefore, attention is shifted to communication with the consumer, the importance of the brand increases.

The emergence of internet marketing is helping to spread this concept. The history and development of marketing are moving to a new level, since communications with the consumer are now becoming closer, interactive, and effective.

With the penetration of the Internet into sales, new platforms for contact with consumers appear, regional boundaries of the 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.

Marketing - concept, history of development. Stages of marketing development in Russia

Marketing Is one of the foundational disciplines for market professionals such as retailers, advertising workers, marketing researchers, new and branded product managers, etc. The listed professional market figures need to know:

• how to describe the market and break it down into segments;
• how to assess the needs, demands and preferences of consumers within the target market;
• how to design and test a product with consumer properties required for this market;
• how through the price to convey to the consumer the idea of \u200b\u200bthe value of the goods;
• 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 definition of the founder of the theory of marketing, American scientist Philip Kotler, marketing is a type of human activity aimed at satisfying needs and demands through exchange.

The role of marketing in the economy is to improve its trade and operational efficiency.

At the present stage, marketing is understood as an expression of a market-oriented management style of thinking, capable not only of responding to the development of the market environment, but also of changing the parameters of the environment itself, providing entry to the market, market expansion, and ensuring market security.

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

Most scholars define marketing as a type of human activity that is aimed at meeting emerging needs and demands 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 and economist Peter Drucker believed that Japan became the birthplace of marketing. In 1690, the founder of the future famous Mitsui family settled in Tokyo, and opened the first department store.

In this store, Mr. Mitsui had a sales policy that was about 250 years ahead of its time.

For the first time in the history of trade, the store owner was guided by his customers, buying only what was in demand, providing a system of guarantees for the quality of goods, constantly expanding the range of goods.

In the West, marketing began to be talked about only from the middle of the nineteenth century.

Cyrus McCormick was the first to suggest that marketing should be the central focus of the enterprise, and that working with the consumer's own circle should be the manager's task.

This man is better known as the inventor of the first combine harvester, but it was he who created such marketing areas as price policy, market research, 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 USA is considered to be the birthplace of modern marketing.

In the history of marketing, scientists distinguish four main eras:

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

The era of production lasted until 1925. At this time, even the most developed companies in Europe focused only on the production of quality goods, and hired outside 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 that they want, as long as it remains black" perfectly characterizes the attitude to marketing of that time. Most of the industrialists believed that it was enough to produce the best product to beat the competition. However, this turned out to be not entirely true, and the era of production ended before reaching its peak.

The era of sales (since 1925) - in Europe and the USA, production methods were improved, 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 completely unfamiliar to consumers goods appeared on the market, of the need for which the population still needed to be convinced.

Sales people began to appear in large companies, but they were still given a secondary role.

The era of proper marketing started after the Great Depression. The demand of the population for goods began to grow, the importance of sales departments too. Only those companies survived that knew how to take into account consumer demand and focus on it. 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 worked with product engineers to identify customer needs and try to satisfy them.

Market orientation helped to quickly achieve financial success, consumers were eager to accept new products. This is how consumer-driven marketing emerged.

The era of relationship 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 main goal in a highly competitive environment is to maintain and increase sales, stay afloat.

History of marketing development in Russia

The 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 based on large-scale entrepreneurship.

Even then, various marketing tools were used, in particular, the formation of public opinion through the release of print and wall advertisements, participation in international exhibitions and fairs, and patronage.

Domestic entrepreneurs have successfully used techniques to stimulate sales and personnel. There was an industry for the production of packaging for goods. But there was still no single marketing system.

While in large universities in Europe and America marketing was already taught as a separate discipline, in Russia individual knowledge of marketing could be obtained only in the general course economic theory, which was taught in commercial schools.

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

With the onset of the NEP era, a new round of marketing development in Russia takes place. The Market Institute, the first institution in Soviet Russia to study marketing, appeared in Moscow. N. D.

Kondratyev created the theory of "Business Cycles", the first scientific work on marketing.

However, with the arrival of 1929 and a rigid distribution system of goods, the development of marketing again freezes 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 lack of knowledge of the simplest fundamentals 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 in a number of universities in the country.

A new stage in the development of domestic marketing began in 1992-1993. The economic reforms of those years are assessed in different ways, but it was they that 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 redesigned their activities, focusing on consumer demand, while others closed down, declaring bankruptcy.

Today the importance of marketing in Russia is recognized by all those connected with the market and 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 in-demand specialists at any enterprise.

List of sources used