Marketing: From Evolution to Present

Abstract: In the world of competitive market all firms are continuously

developing unique marketing efforts to best represent their own image.
Marketing now used as a tool to cope with upcoming sudden changes
occurring in marketplace as well as properly developing sustainable strategy
to build the position more secure than other. It reflects customers insights
into companys strategic action. Firms first started to use marketing concept
practically only when the world economy moved from consumption of goods
to production. Companies adopted different marketing policies over the
years to create market position. The way of offering and satisfying customer
has radically changed across the period. Companies now changed their
outlook from generating profits to build long-run relationships. More
innovative technologies has significantly changed the way of marketing.
Although there is a lot of debate about the origins of marketing concept, I
hereby followed a sequence of actions that facilitated its developments to
present.
The word Marketing ( Market+ing) accrued from the word Market- usually
refers the place of buying and selling. Thus marketing brought to promote
the activities of buying and selling.
Though marketing concept first defined in 19 th century but its root was
covered up among other activities before its articulation. In ancient period
people used to exchange directly goods and service when needs aroused.
Afterwards Trading concept comes up to exchange goods and service by
getting something in returns. Trading stretched out gradually and it
requires a network to trade more efficiently which necessitates the concept
of Market. The activity in marketplace later on promotes the concept of
marketing.

The concept of Marketing that we see now mainly emerged due to the
occurrence of Industrial Revolution (1750-1850).This abrupt event brought
revolutionary change in every spheres of human life. People working in lands
moved to work in manufacturing industry. Consequently society transformed
from consumption based to production based.
Because of rapid increasing needs of manufacturing goods firms started
mass production to produce larger quantity of goods to assure its availability.

Companys sales peaked up and they focus on raising volume rather thinking
about customer preferences or quality.
On mid 1920s manufacturers first realized that customers demand became
saturated and no longer can be businesses easily with whatever they
produce. Competition aroused among firms and everyone producing
necessary goods. Thus companies put emphasis on on Selling orientation.
Starting of twentieth century to the period following II world war the
development process become interrupted but it recovered soon after the
war.
With the start of 1950s companies began to observe that competition
became intense and old ways of selling process no longer working properly.
Thus they felt that only selling is neither generating much profit nor assuring
holding of market share. Hereby companies look for altering strategy. In fine
what they invented was emerging philosophies suggested them for
identifying customer needs and make them satisfied. This philosophy
becomes known as Marketing.
Keeping pace with the Marketing Concept companies developed the
activities of advertising, sales, promotion, branding products and so on to
make their products differentiable.
1990, with the rapid mobilization of marketing activities firms became
concerned about its impact on society. Companies adopt a new philosophy
called societal marketing concept. Thus companies linked their activities
with social welfare.
Due to the technological and social changes marketing efforts started to
diversified and firms identified that marketing programs does not exactly
ensuring their future profits. Thus they looked for different strategy. From the
starting to mid 1990s marketer adopt a new strategy called Relationship
marketing- Build long-run profitable customers relationships to sustain
long. This philosophy is still in use with optimal priority.
On the last half of 1990s the world become connected with world wide web
and mobile as well as wireless technology spread out quickly. Marketers also
twisted their strategy differently to cope with the changes as well as
customize their services to better serve customer then past.
Internet based marketing sprinkled quickly on the start of 21 st century. Mobile
marketing, email marketing, viral marketing, inbound marketing etc are the

newer dimensions of 21st century. Due to the impulsive changes of

technological innovation and sophisticated technology the concept
Marketing now has changed as it was in past. As a result marketers are
becoming diversified to fulfill variety of customer needs and preferences.
New dimensions of marketing such as Social media marketing, one to one
marketing and affiliated marketing concept are latest innovation of
marketers in the field of marketing today.

http://en.wikipedia.org/wiki/Trade
http://www.schoolhistory.co.uk/lessons/ironbridge/overview.htm
http://dictionary.reference.com/browse/marketing?s=t
http://media3.bournemouth.ac.uk/marketing/02defining/01history.html
http://www.knowthis.com/principles-of-marketing-tutorials/what-ismarketing/history-of-marketing/
http://en.wikipedia.org/wiki/Internet_marketing