Introductory Marketing
INTRODUCTORY MARKETING
BIK 0012
FIRST SIT ASSIGNMENT
2009/10
VIKKI PADGETT
Word Count: 2,423
(excluding references)
Brief:
The concept of marketing has been around for a long time. Discuss how marketing has developed over time and the possible impact (if any), marketing may have on society. Use examples known to you, to support your answer.
When looking at the history of marketing, firstly the definition of marketing must be stated, otherwise different definitions of marketing would result in very different starting points in history for the development of the concept of marketing. ‘In the fast-moving world of business, definitions rarely stay the same. Marketing has been described as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (CIM, 2010). If this definition is used as the basis for this report, the history of marketing could be said to have started back in the times of the Ancient Greeks. “The roots of marketing thought are derived from the thinking of Greek philosophers such as Aristotle, Plato, and Homer. Moreover, the Schoolmen of the twelfth and thirteenth centuries refined Aristotelian economic philosophy in a way that gave rise to a more modern view of the role of buying and selling, the meaning of money, and the role of merchants in fostering society’s well-being” (Tamilia, 2009).
Gras, in 1939, wrote:
“The history of marketing thought and practice is intertwined and interconnected with the rise of a merchant class and the growing importance of business and commerce during the middle ages” (Tamilia, 2009).
“In the nearer term, it is also possible to track marketing 's direct economic origins back through to the 'Physiocrats ' of the eighteenth century and the 'Austrian School of Economics ' at the end of the nineteenth century (Broeckelmann 2004) and its mercantile origins to
BIK 0012
FIRST SIT ASSIGNMENT
2009/10
VIKKI PADGETT
Word Count: 2,423
(excluding references)
Brief:
The concept of marketing has been around for a long time. Discuss how marketing has developed over time and the possible impact (if any), marketing may have on society. Use examples known to you, to support your answer.
When looking at the history of marketing, firstly the definition of marketing must be stated, otherwise different definitions of marketing would result in very different starting points in history for the development of the concept of marketing. ‘In the fast-moving world of business, definitions rarely stay the same. Marketing has been described as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” (CIM, 2010). If this definition is used as the basis for this report, the history of marketing could be said to have started back in the times of the Ancient Greeks. “The roots of marketing thought are derived from the thinking of Greek philosophers such as Aristotle, Plato, and Homer. Moreover, the Schoolmen of the twelfth and thirteenth centuries refined Aristotelian economic philosophy in a way that gave rise to a more modern view of the role of buying and selling, the meaning of money, and the role of merchants in fostering society’s well-being” (Tamilia, 2009).
Gras, in 1939, wrote:
“The history of marketing thought and practice is intertwined and interconnected with the rise of a merchant class and the growing importance of business and commerce during the middle ages” (Tamilia, 2009).
“In the nearer term, it is also possible to track marketing 's direct economic origins back through to the 'Physiocrats ' of the eighteenth century and the 'Austrian School of Economics ' at the end of the nineteenth century (Broeckelmann 2004) and its mercantile origins to
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