How did marketing come about?

Marketing is a comprehensive system for organizing the production and marketing of goods and services. Its main purpose is to organize production so that it most fully meets the rapidly changing needs of consumers.

Using a marketing approach to the market will allow the manufacturer to have a steady profit, as well as competitive advantages. This direction of human activity has existed since the historical moment when the need arose for the exchange of goods and services, gradually reaching the level of historical development of marketing when it became an independent economic scientific discipline.

The origins of marketing

The social division of labor, being the primary principle in commodity production, according to theorists, is the foundation on which marketing is based. In any social system, as soon as the goods (services) are started to be produced not only for themselves, but for exchange through sale, a market arises. Its effectiveness is directly related to the implementation of marketing concepts, its basic principles. It follows from the foregoing that, where a market is presented where goods are exchanged, there will naturally be clashes, harmonization of interests of consumers of goods and services and their producers.

An analysis of the literature showed that historically the emergence of the market dates back to the 6-7th century BC. It was at this time that the first forms of marketing activity first appeared and began to develop intensively: pricing and advertising.

For the first time advertising information about a product is found in Mesopotamia, Ancient Egypt, Sumer. It was placed on wooden boards, written on papyrus, applied to copper sheets, bone, carved on stone slabs. In addition, heralds read out advertising information in squares and in the most crowded places. So, thanks to archaeological excavations, an advertisement of Ancient Greece came to us: “So that the eyes shine, the cheeks are red, the girlish beauty is preserved for a long time, a sensible woman will buy cosmetics at reasonable prices from Exliptos."

A special period in the emergence of marketing is the historical period when for the first time the merchants of Mesopotamia began to use emblems, which later became known as "trademarks", in order to increase sales of products. Their appearance at that time was dictated by the fact that the same person was both a craftsman and a seller. In this position there were many people. To eliminate confusion about who was the manufacturer of the goods, and introduce a brand with the initials of the manufacturer. This is of particular importance when the manufacturer was truly a master of his craft: this increased the number of orders, his profit and competitiveness grew.

Particular emphasis should be placed on the emergence of guilds (corporations) of artisans and merchants. With their emergence, many goods and services simply could not appear on the market if there was no hallmark of this guild. The forms of marketing change and develop: if at the very beginning of their formation they partially resembled the current cooperative market (here everyone can sell or buy what was produced by him or someone else), then specialized markets will appear later, individual trading in a wide variety of her forms.