...Marketing Histories Marketing is a business discipline that has originated in the USA at the turn of 20th century. The aim of this essay is to describe and follow the particular socio-economic situation in which modern marketing emerged, the various processes it underwent in order to thrive and the ways it needs to change further so it can adapt and succeed. Marketing has ‘lived’ among us for such a long time that we cannot exactly mark its true beginning. It has been with us ever since people decided to trade; it has been with us from ancient times through the great economists of 1700-1800 and it continues to be with us, more demanding and more prominent than ever. We can say that “marketing is as old as commerce” (Meek R., Ryan A., Lenney P.; 2010) but despite that, we, as human beings, would like to think everything has a precise (or at least close to precise) beginning that’s why marketing is thought to be a 20th century phenomena. Starting as a mostly North America-dominated discipline, marketing has spread globally, affecting almost every single one of us, one way or another. Commercial pressure was the force that pushed marketing out of its ‘sleep’ and on the surface of many flourishing business disciplines. Industrial revolution brought nothing else but a myriad of products onto the markets, which was followed by a great change from sellers’ market to buyers’ market. At the turn on 20th century, when marketing was believed to have begun, academic attention was...
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...mIntroducing the History of Marketing Theory and Practice 1.1 Introduction The global popularity of marketing as a subject for study might suggest that those studying and teaching the subject know what it is that they are studying and how this study should be undertaken. But as we shall see in this chapter and others in this book, this has often not been the case. Marketing as a subject has proved almost impossible to pin down, and there is little consensus about what it means to study marketing. Most organisations now employ marketers. Marketing roles were traditionally found in commercial firms, but increasingly all kinds of organisations feel the need to employ marketers or to commission services from marketing consultants. The popularity and pervasiveness of marketing is, however, a relatively recent phenomenon. Academics have only studied marketing as a discipline in its own right for just over a century, and during its short history the study of marketing has been influenced by many different academic movements, fads and priorities. This variability can be viewed as a positive state of affairs, because it means that the subject is always open to new ideas and new trends. On the other hand, it has the potential to undermine the value of marketing knowledge because there is no general consensus on what the study of marketing should be for, how these studies should be conducted, or what the outcomes should be. Before we can begin to study marketing, we need to understand...
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...History of Marketing: Theoretical Perspectives & Evolution Over the decades, marketing is one of the major aspects of business that has evolved the most. The only factor that is guaranteed to remain constant with marketing is change. The early 1900s introduced the idea of marketing and initially, most businesses dealt with marketing by simply creating new ways to sell their products as quickly as possible with little attention dedicated to the consumer. Marketing was once viewed as a term used to define advertising and selling of products, and consumers grew tired of this marketing mindset when competition become more prominent. Eventually, companies caught on to this and realized they must re-invent their marketing strategies for the overall well-being of their business. Many may still mistakenly view marketing as the simple act of advertising products, however the term has certainly evolved and been redefined as the entire process of conducting marketing research, defining problems, developing research plans, collecting information, analyzing and presenting the information, and ultimately making the best decision for the company. The American Marketing Association (AMA), created in 1937, has played a major role in the advancement of marketing. Just a few years later, in 1940, the AMA already had 817 members and 11 chapters. Another early contributing factor was the marketing mix, an idea proposed by Neil H. Borden in 1950, which was a mix of controllable marketing variables...
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...Nabilah Abu Bakar Honor 301H Assignment #3 September 23, 2013 Discipline Historical Events: Marketing The discipline of marketing can be traced back as far as the Great Depression, when the term “value” was emphasized, rather than the concept of price (Sullivan). Many people have the misconception that marketing is simply the process of selling products and advertisements but there is more to it. Marketing is defined as “developing products to satisfy customers through proper pricing, promotion and distribution” (Marketing: Historical Perspectives). Essentially, marketing is the process of satisfying customer and maintaining a long-term relationship with customers. Thus, there are three events that have significant contribution to the development of marketing. The first event that happened that affected marketing was when the Communications Act of 1934 created the Federal Communications Commission (also known as the FCC). The FCC was created to replace the Federal Radio Commission, as it was more convenient to have one broad agency that dealt with the communications system. The FCC main goal was to “help regulate advertisements on the radio, and later, television” (Sullivan). This meant that broadcasters and advertisers were able to do business regarding commercial interests with the FCC (Johnson). The creation of the FCC was beneficial to the public because it made communication services such as radio and television available and affordable to the American society...
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...HISTORY OF MARKETING KUPRINA ANASTASIA, LOKTIONOVA MARIA, ABITOVA DIANA Marketing is the subject that always open to new ideas and new trends and widespread worldwide Marketing student's books often suggest examples from American business which are not always suitable for European business The first mentioned “marketing” term in XIX- start of XX century, first defined in 1935 (the performance of business activities that direct the flow of goods and services from producers to consumers) changed in 1985 (the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives) and then in 2006 (an organizational function and set of processes for creating, communicating and delivering value to cus- tomers and for managing customer relationships in ways that benefit the organisation and stakeholders) Final definition made in 2007 (Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large) First documented courses were held in the USA, undocumented in Germany Researchers substituted theoretical knowledges with practical Justification of marketing in XX century when people were concerned about rising costs and wondering if they pay more than things' real cost German school started a new system of research associated...
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...Marketing Histories Essay Marketing has become a fundamental part of our society in recent years, maturing into an integral part of any organisations to help maximise sales and profits. Its first major impact on companies and businesses began to take hold in post world war U.S.A, when consumers wanted to make up ‘for lost time’ from the depressive and stagnant years of war (Benton, 1987, OM&P) marketing presented an opportunity to finally make this happen. As time progressed marketing took a significant shift to a more customer-based approach, making them the very much the centerpiece. This evolution stemmed from mass production of products from homogeneous to heterogeneous and the vast array of competition that had been released to the masses. Relationship marketing was a much-needed asset to help find a way to differentiate between companies and organisations, which still very much holds a presence today and no doubt will in the future, too. As marketers became savvier and more in touch with the commercial market, they realised that they could design a concept that would help maximize sales for a company, and consequently make as much profit for them as possible. This ‘concept’ was to be known as the marketing mix paradigm, and it originally consisted of 12 different variables which were proposed by Borden in 1954, these were: product, price branding, distribution, personal selling, advertising, promotions, packaging, display, servicing, physical handling, fact...
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...Bartels, Robert (1976) “The History of Marketing Thought,” 2 ed., pp.1-33, 123-243, Chapters 1,2,3,4,9,10,11,12,13,14. Chapter 1: The Meaning of Marketing The establishment of a market economy wrought marked changes in the social and economic structure. A new attitude toward business revolutionized the economy of the country and that revolutionary element was identified by the term ‘marketing.’ Historical accounts of trade lead one to conclude that marketing has always existed. Was the original use of the term marketing merely an application of a new name to an old practice? One theory is that language is an invention of man, an adornment. The other explanation of the origin of language is that it is inseparable from reason. Accordingly, man’s language has developed as his thoughts have developed. By marketing was first meant “that combination of factors which had to be taken into consideration prior to the undertaking of cer6tain selling or promotional activities.” The essence of marketing was the combination of factors. Blindness to and ignorance of that combination of factors is the reason for the absence of terms equivalent to marketing in other languages. Marketing must be regarded not merely as a business practice, but as a social institution. Marketing is essentially a means of meeting and satisfying certain needs of people. It is a highly developed and refined system of thought and practice characteristic of a period in the development of...
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...History of Marketing – Anabel Goncalves Over the years, the concept of marketing has constantly been evolving. Even though marketing may seem like a recent theory and practice, it can be argued that it is as old as business. From the time of the Ancient Greeks until the 1800s ideas about markets and productions have been formed and since marketing is considered the business of business it has therefore been practiced for centuries. By the end of the industrial revolution, marketing was forced into the forefront of the business world. Marketing managers originally had to deal with the problems of reducing costs, increasing efficiency etc, a far cry from what it is today. “The catalyst for this shift in emphasis can no doubt be attributed to an expansion of large scale enterprise and an increase in the number of affluent buyers (Benton 1987, Vanishing Point)” (Vanishing Point, L. O’Mallley & M.Patterson). This then forced businesses to become competitive otherwise they would not be able to have a share in this new larger market. This opened the market up to not only the upper class but also the growing middle class. For example, “the cost of buying a motor vehicle fell by 60 per cent” (Marketing Volume 1 R.Meek & P.Lenney) during this period, allowing the Ford Motor Company to sell “over two million Model T’s largely to the aspiring middle class” (Marketing Volume 1 R.Meek & P.Lenney). Due to this boom in supply and demand, in the 1950s the main problem centred...
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...techniques. Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an environmentally friendly way. WHY GREEN MARKETING? In today’s scenario, both consumers and the companies prefer green products. There is growing interest among the consumers all over the world regarding protection of environment. In certain cases, the more environmental friendly product influences the purchase decision of the customers, who look...
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...Business / History And Strategy Of Bench History And Strategy Of Bench Manila, PHILIPPINES -- By some accounts, Bench's undisputed success in Filipino retail should come as a surprise. Their Chairman has a degree in interior design rather than an MBA. Their stores sell an improbable mix of items, such as bags of popcorn next to sports bras next to cologne. Yet the brand continues to dominate the Philippine retail market with 132 stores nationwide and 14 stores internationally. They've won countless competitions for their marketing campaigns, and they are worn across the alphabet by every market demographic, whether by a fashionista who likes Bench Body, or a supermarket cashier who likes their jeans. In the mid-80s, Ben Chan's first venture was a home furniture store, Dimensione. He began designing children's clothing for his sister and brother-in-law, Nenita and Virgilio Lim, who owned a children's clothing boutique. The pieces proved so popular that Chan started a casual men's line of t-shirts, slacks and denim, under the label Bench, which the trio operated together. A Filipino retail giant had been born. Marketing Evolution is something the public has associated with Bench, just as it associates the company with splashy marketing campaigns. "Whenever they decide to do something, they do it big. They put all their resources there," said Gigi Tibi, marketing communications manager at Penshoppe, one of Bench's best competitors, adding that she estimates...
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...The term "marketing mix" became popular after Neil H. Borden published his article The Concepts of the Marketing Mix in 1964. In this article Borden explains how he first began using this term in the late 1940's after James Culliton described the marketikng manager as a "mix of ingredients". These ingredients in Borden's teachings included product, planning, price, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding analysis. These ingredients were later grouped by E. Jerome McCarthy into four categories which we now refer to as the four p's of marketing (NetMBA 2007). The four p's of marketing make up the marketing mix which is probably the most well known of all the marketing terms. "Its elements are the basic, tactical components of a marketing plan. The four p's, of the marketing mix elements are product, place, promotion and price" (Marketing teacher 2009). These four elements create the marketing mix which impacts the development of any organization's marketing strategies and tactics. The concept is simple. Think about a cake and the components of a cake. There are certain ingredients that are required but one can alter how much of each ingredient is added. The same goes with marketing. The four p's are required but depending on the organization there may be more emphasis on one and less on another. But one thing remains the same, all four p's are necessary. "The majority of people...
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...Relationship Marketing Relationship marketing is an activity that is aimed at developing and managing trusting and long term relationships with larger customers. In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database. Kellogg's is using a strategy called "Direct Mail Drive" to communicate with over 1.5 million customers. They are working with agency Leo Burnett using integrated strategies to build up a relationship and database of customers. Relationship Marketing Relationship marketing is an activity that is aimed at developing and managing trusting and long term relationships with larger customers. In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database. Kellogg's is using a strategy called "Direct Mail Drive" to communicate with over 1.5 million customers. They are working with agency Leo Burnett using integrated strategies to build up a relationship and database of customers. Relationship Marketing Relationship marketing is an activity that is aimed at developing and managing trusting and long term relationships with larger customers. In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database. Kellogg's is using a strategy called "Direct Mail Drive" to communicate with over 1.5 million customers. They are working with agency Leo Burnett using integrated strategies to build up...
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...Combining Online Marketing with Traditional Marketing Marketing—the action or business of promoting and selling products or services, including market research and advertising—is a powerful tool for attracting customers and promoting a business. (Chapman/Businessballs) There are many types of marketing strategies and mediums through which different companies implement the practice of marketing. This paper will shed a light on traditional and online marketing, highlighting the very concepts along with the pros and cons of each type of marketing. The history of marketing is divided into two phases; the development of marketing theory, and the development of marketing practice. The history of marketing theory deals with the evolution of different...
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...Daraz We Made History Daraz We Made History There was no concept of online shopping in Pakistan before the inception of Daraz. Online shopping in Pakistan was all about buying clothes and accessories from various retailers’ pages on Facebook, most of them owned by individuals with unique ideas and designs. Corruption, misleading information and the worst after sales service were common attributes of ecommerce in our country. Daraz was the first full thought out online store in Pakistan which took these issues into consideration and tried to rectify them. Daraz.pk: The first Ecommerce in Pakistan Daraz.pk is part of the Asia Pacific Internet Group (APACIG), a joint venture of Rocket Internet and Ooredoo, leading internet platform in Asia, supporting some of the top internet companies in the region. Since the overall shift in the global market about changing trends towards internet retailing (see Exhibit 1 ) and ecommerce playing main role in fashion industry (see Exhibit 2 ), Rocket Internet took advantage of this new need and established different online ventures in different counties of Asia among which one of them is Daraz. The reason to launch Daraz in Pakistan was based on many facts. Firstly, Pakistan being one of the most populated country in the world holds great attraction for retailers. Also 70% of its population is under 30 years of age (youth majority) which makes it quite lucrative for an online ...
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...most unethical corporate giants in the world today. In this essay, I will argue that Monsanto is on a power trip, and that they have a hidden agenda that has nothing to do with compassion, ecology or human hunger, and everything to do with greed. In the following paragraphs, I will provide a brief history of Monsanto. Then I will examine some of the promises made in their marketing propaganda, and provide evidence that these promises are little more than blatant lies.Monsanto is an agricultural biotech corporate giant that genetically modifies animals and crop seeds. On their website, they come across a deeply committed humanitarian organization that provides an ecologically sustainable answer to global hunger and malnutrition. The sad reality is that Monsanto is a wolf in sheep's clothing, and perhaps one of the most unethical corporate giants in the world today. In this essay, I will argue that Monsanto is on a power trip, and that they have a hidden agenda that has nothing to do with compassion, ecology or human hunger, and everything to do with greed. In the following paragraphs, I will provide a brief history of Monsanto. Then I will examine some of the promises made in their marketing propaganda, and provide evidence that these promises are little more than blatant lies.Monsanto is an agricultural biotech corporate giant that genetically modifies animals and crop seeds. On their website, they come across a deeply committed humanitarian organization that provides an ecologically...
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