Essay History Marketing

1353 Words Apr 12th, 2013 6 Pages
Part a) Describe the particular context/socio-economic situation in which modern marketing emerged and thrived
Part b) You should then discuss in what ways this context has changed and how the marketing discipline has changed & needs to change further in order to adapt to the current and future needs of firms, consumers/customers; perhaps even alluding to society in general.

According to Marketing Association (1985, as cited D. Hall and R. Jones 2010: 48) "Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange and satisfy individual and organizational objectives". Hall D (2010: 48) points out that the objectives of marketing are to
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As Richard Meek and Peter Lenney (2012: 6) describe the situation in the United Kingdom was very extreme, because of the big difference between the rich and the underclass people. The majority of wealth was in a few hands, most of the population was poor. However situation in USA was much better, the majority of the population was middle class and the market was orientated on that spectrum. In the period of 1910 to 1920 the "period of conceptualization" began (Batrels, 1976 as cited Meek and Lenney 2012: 7). The actual life of marketing started post war in the 1950's and was more concentrated in USA. Jack Kerouac (1957 as cited O’Malley and Patterson 1998: 832) mentioned in his book ‘On the road’ that it was the time to improve the life of people, he was convincing people that it was the best time to consume products as soon as possible. However the economic situation was on the edge of breakdown. The situation in the USA was centered on the dilemma of how to ensure consumers to purchase more in order to overtake growing production. Hence there was a considerable need of marketing concepts. This led to the requirement of marketing education, “the extension, refinement, and evaluation of marketing as an organizational or management technology rather than on macro level social issues, concerns, and problems” (Benton, 1987 as cited O’Malley and Patterson 1998: 832). The USA was developing its educational system; they started
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