History and evolution of marketing Maneck Debara ( A-32)

This report will give us a brief study about the history of marketing and how
marketing management has evolved and changed over the years, we start
with reading a little about the history of marketing to give us some idea on
what and how marketing came up, but before that lets see what marketing
is.
Marketing
Marketing is an arena which is a societal and managerial process where
different people as well as customers come to obtain what they need and
want by exchanging products and services of value with each other. it
basically focuses on the need and want of the customers. It satisfies the
customers through supply of goods and services, the thinking of the people
is that marketing is basically only advertising and selling but marketing is
actually a way of life that people need to know.
History of marketing
In some ways marketing is as old as civilization itself. You may have seen
films based in ancient Greece or Rome with images of bustling market
stalls and traders actively engaged in persuasive communications. Of
course these traders would not have called their activities marketing and
their activities may seem far removed from someone ordering airline
tickets via a website, The traditional marketing practice before the
twentieth century remained hidebound by rules-of-thumb and lack of the
necessary information. Information technology, especially since the midtwentieth century, has given the marketer new channels of communication
as well as enhanced means of aggregating and analyzing marketing data.
Specializations have emerged (especially sales versus marketing and
advertising versus retailing and re-combined over the years but this also
comes under a part of marketing we are now going to briefly study about
the history.
We are going to do a timeline study on the history of marketing, which
shows the evolution of marketing management :-

1450: In this time Gutenbergs metal movable type was introduces, which
eventually lead to mass production of flyers and brochures.
1730 :This was the time during which the magazines emerged, which was a
good future vector for niche marketing.
1836 :This was the first time when the first paid advertising in a newspaper
took place, this took place in France.
1839 :-

This was the time when the posters, which were put on a private
property, were banned in London.
1864 :This was the earliest recorded use of the telegraph for mass unsolicited
spam
1867: This was when the earliest recorded billboard rentals took place.
1880: The early examples of trademarks as branding, this started around
during this time.
1905: The University of Pennsylvania offered a course in "The Marketing of
Products. This was the first time any university had offered anything
such as this.
1908: This was when the Harvard business school opened, and a new era in
studying of business started.
1922: This was the emergence and start of radio advertising.
1940: This was when electronic computers developed.
1941: This was the first recorded use of television advertising.
1950: During the 20th century at this time telemarketing was systemized.
1970: E-commerce was invented, and the start of online marketing took place.
1980: The development of database marketing as precursor to consumer
relation management.
1980: This was the time for the emergence of relationship marketing.
1980: This was the emergence of computer-oriented spam
1984: This was the stage for the introduction of guerilla marketing.
1985: The desktop publishing democratizes the production of print-advertising
1991: IMC gains academic status.
1990s: CRM and IMC gain dominance in promotions and marketing planning.
1995-2001: The Dot-come temporarily re-defines the future of marketing in various
ways.
1996: Viral marketing was identified.
2000: Integrated marketing gained acceptance.

2002: It is the first dedicated academic research Centre.

This was a brief about the history of marketing and now we move on to
the periodization, and what took place at different Eras.

Periodization

One of the standard marketing chronology sub-divides marketing history

in the following ways :Production orientation era
Relationship orientation era
Product orientation era
Sales orientation era
Market orientation era
Customer orientation
Social/mobile marketing orientation
Customer orientation
Now we shall move on to production orientation era, relationship era
and understand what happened over there: Production orientation era: The business has primarily concerned itself with production,
manufacturing and efficiency issues. During this time if somebody
made a product then somebody else would want it. In this case
basically the demand for the product was more than that of the
production of the demand, so that meant that the good sold easily.

Implications, which were included in this orientation, were: There was a very narrow product line.
Research at that time was limited to technical product-research
The pricing of the products was based on the costs of production of
the products and distribution costs.
The pricing was designed primarily to protect the product only and
not for the style of it etc.
Due to less promotion and advertising, the awareness of the people
was less about the product.
As in the modern day people look for quality at that time they dint
look for the quality of the product but about how they could obtain the
product.
Relationship orientation era: -

This started in the mid 1990s, it was a new stage in marketing, which
was called relationship marketing. Relationship marketing is basically a
long term relationship that tends to benefit both the company and the
customer. It is based on trust and commitment, and both of them
involved shift their operating activities to be able to work more
effectively and efficiently. One of the most important reasons for
relationship marketing comes from Kotlers idea that it costs 5 times
more to obtain a new customer.
Sales in relationship marketing ought to cover the following: open
communication, worker empowerment, customers and also the
designing process, and teamwork. First, communication is important in
working out what the purchasers the customers and deciding how the
firm will satisfy those wants. With open communication, each side will
express what they're making an attempt to try and do and may work
out how together it work along. Second, employee direction is vital so
the staff are able to satisfy client needs. without direction, they'll be
restricted in their solutions and can't creatively satisfy wants. Third,
customers should be concerned within the designing method. client
input is priceless, because the client is that the one who are going to be
using the merchandise. If the client isn't happy from the start, there's
no way to gain approval when the merchandise is incorporated. Lastly,
relationship selling should emphasize cooperation. many people who
will facilitate solve client issues ought to work along and use their skills
to best serve the purchasers.[13]
While relationship selling is basically held as the most up-to-date stage
of selling, there's speculation that we tend to square measure currently
getting in a replacement era known as the social/mobile marketing era
wherever firms square measure connected to customers 24/7.
Societal marketing concept
This concept was first seen in the 1960s. It handles the needs, wants
and demands of customers: how to satisfy them by producing superior
value that should satisfy the customers and promote the well being of
society. The producer should not produce products, which are
dangerous to the society.
Marketing management: Marketing management is the art and science of choosing target
markets and getting, keeping, and growing customers through creating,
delivering, and communicating superior, customer value.
It has evolved in many ways during the years, as we have read above.
References: Wikipedia
Kotlers Slides

Academia.edu