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History of Marketing

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HISTORY OF MARKETING
KUPRINA ANASTASIA, LOKTIONOVA MARIA, ABITOVA DIANA
Marketing is the subject that always open to new ideas and new trends and widespread worldwide
Marketing student's books often suggest examples from American business which are not always suitable for European business

The first mentioned “marketing” term in XIX- start of XX century, first defined in 1935 (the performance of business activities that direct the flow of goods and services from producers to consumers) changed in 1985 (the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives) and then in 2006 (an organizational function and set of processes for creating, communicating and delivering value to cus- tomers and for managing customer relationships in ways that benefit the organisation and stakeholders)
Final definition made in 2007 (Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large)
First documented courses were held in the USA, undocumented in Germany
Researchers substituted theoretical knowledges with practical
Justification of marketing in XX century when people were concerned about rising costs and wondering if they pay more than things' real cost
German school started a new system of research associated with deduction (from specific case to market at all) and induction (generalization of information about marketplace)
Supply begins to exceed demand through combinations of price, promotion and distribution channels)

Marketing is a science that requires creativity.
‘Positivist’ research is interested in the prediction or explanation of consumer behavior. 
One of the important part of the

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