Guys, we put our soul into the site. Thank you for that
that you are discovering this beauty. Thanks for the inspiration and goosebumps.
Join us on Facebook And In contact with

Energy drink Red Bull

When the drink was introduced to the wider market, its main competitors were Coca-Cola and Pepsi. Everyone had the same concept: they toned and stimulated.

Then Dietrich Mateschitz took a risky step: he artificially increased the price by 2 times compared to competitors, reduced the volume of containers shaped like a battery, and began placing cans in stores not in the beverage departments, but in any others.

Taxi Mike

A striking example of incredibly simple and effective marketing is the promotion of the Canadian taxi Mike. Instead of publishing brochures about himself, Mike publishes real guides to cafes, bars and other establishments of the city. That is, for all those entertainment places, where Mike will help you get there.

HBO television channel

HBO's marketing campaign for Game of Thrones Season 3 was thoughtful, consistent, and ambitious. The main theme of the new season was the large shadow of a dragon, which caught people's eyes over and over again. First on the covers of magazines, then on the pages of newspapers, it was even projected onto buildings, creating a sense of the reality of what was happening. Thus, it was simply impossible not to think about the dragon and not wait for the release of the new season.

Marlboro cigarettes

The whole point was that consumers took cigarettes out of soft packs without taking them out of their pockets, which means that others did not see the brand. Unacceptable disgrace!

Flip tops - that's what the current cigarette packs are called - had to be taken out, but new ones always attract attention.

Manufacturer of furniture and home goods IKEA

The curved paths along which you have to walk around the entire store were invented for a reason. Walking through them in this way, you see each product at least 3 times, and from different sides. Subconsciously, this increases your desire to buy the product, even if you didn’t need it in the first place.

Harley-Davidson motorcycles

© Harley Davidson

The manufacturer of the most famous bikes in the world has held 1st place in the number of “branded” tattoos for decades. It all started with Harley announcing impressive discounts on bikes for those who come to buy a motorcycle with a tattoo of their logo.

Medicine Alka-Seltzer

Pampers diapers

Leading chemist-technologist at Procter & Gamble, Victor Mills, who helped his daughter care for her children, had to repeatedly pull out wet diapers from under his own grandchildren, wash and dry them. Of course, he didn’t like the process, and he wanted to somehow make his life easier. Then the idea of ​​a disposable “diaper” came to mind. After several experiments with different materials Mills developed for P&G New Product, which began to be produced under the Pampers trademark, which became a household name.

Snickers chocolate bar

Not long ago, Seattle’s best, a coffee chain competing with Starbucks, appeared in the United States. She began to position herself as a “non-Starbucks”, doing everything in reverse: not the same coffee, not the same furniture, not the same music, not the same atmosphere, not the same service. The coffee shop attracted those customers who somehow did not like Starbucks.

And the Starbucks chain did an incredibly simple thing: it simply bought a competitor that was interfering with it. And this is a completely expected move. But after the purchase, Starbucks did not close the coffee shops. Rather, on the contrary, he began to make everything in it even more different from Starbucks, intensifying the competition between these two brands even more.

As a result, people who liked Starbucks would go to Starbucks and take money to its cash register. And those who didn’t like this coffee shop went to Seattle’s best - and also took money to the cash register... Starbucks. In this way, the company not only coped with the flow of part of its customer audience to a competitor, but also captured an additional audience of Starbucks haters that it would never have received otherwise.

Effectively functioning enterprises increasingly use the so-called marketing concepts, marketing philosophy, marketing system, and marketing thinking. Thus, the fundamental principles of marketing are implemented.

Translated from English the word " market" means market. Term "tarketing" can be translated as “activities in the market.”

There are many scientific definitions of marketing, their abundance due to several reasons. One of them is differences in the approaches to marketing themselves (Appendix 1). So, on the one hand, it is considered as a management concept (“way of thinking”), a kind of “philosophy” of entrepreneurship. This approach is based on the following basic principles: systematization in understanding the market and its elements; unconditional priority of the buyer’s interests; flexible adaptability to market requirements and active influence on it, etc.

Another common approach to marketing is to describe it as a “course of action”, i.e. as a system of practical techniques and measures aimed at achieving success in the market.

In addition, marketing can be considered as a field of human knowledge, a science with a specific subject of research, an academic discipline, a field economic activity, specific function of the enterprise, etc.

The understanding of marketing has changed during development marketing activities. It is usually implemented in such functions as market research and studying customer behavior, developing new products and forming a company’s assortment policy, developing a pricing policy, organizing a sales and distribution system for goods, forming a system marketing communications(primarily we are talking about advertising), marketing management, etc.

Marketing theory used the achievements of many previously existing economic doctrines, including mercantilism (XVII century), according to which the welfare of the people is created not by production, but by foreign trade, due to which capital accumulation occurs within the country.

Marketing theory itself arose in the USA in the second half of the 19th century; economic crises that time forced American scientists to talk about the “chronic problem of overproduction” and the inconsistency of the then existing system of circulation of goods and services with the increased demands for organizing the sale of products.

The aggravation of the sales problem occurred against the backdrop of fundamental shifts in the market associated with the rapid development of monopolies. Under these conditions, much has changed in the sphere of circulation; the achieved scale of production allowed monopolists to apply various methods of accounting for market capacity and to carry out direct and indirect regulation within certain limits.

Marketing as a theoretical concept was called upon to make sense of all these radical changes. But as soon as large firms gained the opportunity to influence the market and consumer to a certain extent, and regulate the economic relations into which they enter as suppliers of goods, a very specific task arose - to develop tools for such regulation.

The first marketing courses were opened in the 1901/02 academic year at the University of Illinois and Michigan in the USA. Although they were mainly descriptive in nature, they were nevertheless identified as independent academic discipline from the total economic theory and practice. The courses contained characteristics and descriptions of the basic techniques of marketing activities of enterprises, operations of wholesalers and retailers. Particular attention was paid to advertising issues and the specifics of selling goods of various types.

The marketing course grew in popularity and soon became integral part training programs for future businessmen. In 1908, the first commercial marketing research firm was founded. In 1911, the first specialized marketing departments appeared in administrative offices large companies. In the 20s In the USA, the National Association of Teachers of Marketing and Advertising is created, which then became part of the American Marketing Association, formed in 1937.

Qualitatively new round in the development of marketing, according to experts, falls on the 60-80s. This is due to the transition of economically developed countries from the industrial to the post-industrial period. The latter is characterized by the fact that production ceases to be mass, large-scale, and is increasingly focused on individual consumer needs, markets are increasingly differentiated, the possibilities for reducing costs at enterprises are limited, the number of small businesses, the role of scientific and technical information is significantly increasing, etc.

Under these conditions, it became clear that the profit of an enterprise no longer depends only and not so much on reducing costs own production, and to a large extent on the attention paid to market and competitor research, the quality of the product and the organization of its successful promotion to the market.

Our knowledge of market activity should be the main provisions of modern marketing. As an integral system of activity of an enterprise (firm) in the market, it will have an increasing influence on the development of entrepreneurial philosophy and methodology.

Firstly, Marketing creates a new way of thinking in enterprise (company) management. It is formed as a system of thinking, i.e. a set of mental attitudes aimed at optimally adapting specific goals to the real possibilities of achieving them, at the active search for a systematic solution to emerging problems. This is an attempt to use available resources and the full potential of the enterprise (firm) in a way that is expedient and takes into account market requirements. The changes taking place in the way of thinking are clearly illustrated by the evolution of marketing concepts in various stages its development.

Secondly, Marketing also creates a new way of acting for an enterprise in the market. A holistic methodology for the market activity of an enterprise (firm) is being formed, revealing its principles, methods, means, functions and organization. A system of product promotion is taking shape and developing, which uses a rich set of different techniques: improving the functions of the product, influencing the consumer, flexible pricing policy, advertising, efficiency of distribution channels, etc.

Currently, marketing courses are taught in almost all higher education institutions. educational institutions countries with market economy. It is required at universities, institutes, various kinds of business schools, etc., where marketing specialists are trained for many areas entrepreneurial activity.

National and international associations play an active role in promoting marketing ideas, including Europolies such as Uksson, Standard Oil, Siemens, General Electric, United Fruits, which share the world's

markets for factors of production, as well as sales markets.

Process of concentration and centralization industrial capital coincided with the strengthening of the role of bank capital in the field of retail and wholesale trade. In large cities, many department stores, trade and parcel enterprises, trusts and firms uniting entrepreneurs appeared. The penetration of large capital into the sales of goods is explained by the need to successfully compete with small retailers. In this struggle, a new tool appears - marketing. It makes it possible to answer questions related to market analysis and forecasting.

In the 20th century Marketing has gone through several stages in its development. Initially (until the 50s), the marketing concept was built with an emphasis on products -- product concept. This meant that all attention was concentrated only on the production of high quality goods that were sold at relatively reasonable prices. In this case, consumers independently made their choice among numerous analogue products.

Production concept, which replaced the grocery store, prioritized the availability of goods (products) for a wide range of consumers. It was based on two factors:

· efficiency of production of goods;

· efficiency of the distribution system.

In the 50s-70s. arose concept of active promotion of goods to the market. In order for consumers to buy goods in sufficient quantities, it was necessary to take additional measures (in other words, “to force a purchase”), which included advertising, personal discounts on prices, artificial stimulation of obsolescence of previously sold goods, etc. This concept was no longer sufficiently clearly focused on meeting the actual needs of customers; this became a secondary point.

The transition to a new marketing concept was not accidental, * because it fully contributed to solving the following problems facing companies:

Ш development of goods that meet market demands;

Ш production of goods taking into account the latest achievements science and technology;

Ш optimal distribution system;

Ш a range of services for the sale of goods and after-sales service.

The reorientation of firms to a new marketing concept is due to a number of reasons:

v increasing the degree of risk (commercial, market) when developing a new product model, its production and consumption, i.e. at all stages of creation and movement of goods;

v expansion of the range of goods, which required taking into account requests various categories consumers, as well as factors such as climate zones, ethnic traditions and habits, etc.;

v the simultaneous entry of many firms into the market - producers of homogeneous goods, which gave rise to an aggravation competition;

v increasing the pace of socio-economic and scientific and technological progress;

v the emergence of unforeseen situations in the markets that could lead the company to collapse.

Under these conditions, a system was needed that united approaches to research, development and sales of goods. Such a system in the 70s and 80s. marketing has become, orienting the company towards success in the outside world, where it is necessary to take into account three main factors: consumers, competitors and external environment(legal, fiscal and tax systems).

So, the next stage in the development of marketing activities is characterized by the adoption of the management concept, i.e. determining the interests of consumers and real assessments or assortment, quality and other parameters of manufactured products. Production is now more closely linked to identified customer needs. Companies constantly monitor public opinion, which evaluates and influences their efforts to meet consumer needs.

At this stage, the importance of marketing can hardly be overestimated, since the tendency to quickly update the range of products has intensified. The main problem of the market was the presence of a huge number of substitute products. In order to gain certain advantages over competitors, a company must each time prove to the buyer its desire to constantly care for his interests (or create the appearance of this).

Only the image of a company that keeps up with the times and uses the latest achievements of science and technology allows it to receive high profits. As a result, entrepreneurs strive to bring to market as many products as possible, which, as a rule, differ from each other only in minor design modifications or have an updated design. Naturally, this strengthens the role of marketing, especially its component - advertising, since it is necessary to convince the consumer of real changes in the product in better side and do everything possible to ensure that he refuses to use previously purchased products as “outdated”, having “technical shortcomings” or “out of fashion”.

The appearance of new products on the market creates a certain inconvenience for a number of companies that have already taken leadership in this area and creates a need to protect themselves from competitors. The development and implementation of a new, commercially profitable product is quite a troublesome, time-consuming and very capital-intensive task, so even largest corporations cannot produce and offer to consumers absolutely new products too often. This is where marketing can come in handy, emphasizing the enduring value of traditional products.

Other important circumstances that increase the role of marketing in the economic life of companies are the changing nature of the market, as well as its oversaturation with high-quality and diverse goods. In these conditions mass production loses its advantages - lower cost and price final products. So, already in the early 70s. in many sectors of Japanese industry has been achieved upper limit labor productivity. Currently, the share of mass production in total industrial production is only 25-30%. As a result, a transition is being made to a fundamentally different concept of the production process - work to order.

According to one of the senior consultants of the Japanese corporation Sharp, today's consumers, among other things, want to buy products that allow them to express their individuality. This production concept, naturally, involves an active search for the consumer and the identification of his requests, which could subsequently be satisfied as a result of the use of the latest advances in technology (flexible production systems, powerful Computer Engineering and so on.).

Marketing was required by product manufacturing companies and as a kind of business philosophy, based on strict social and ethical principles:

b honesty and respect for the opinions and demands of consumers;

b integrity of the company in relation to the consumer in case of claims;

b consistency in actions;

ь high professionalism in his field.

Marketing as an economic phenomenon is characterized by two indicators:

b systematic, those. a systematic approach to technological and commercial processes - any object and subject of management in marketing are considered as elements of a large system;

b complexity, those. the ability to take into account all aspects and components of not only the marketing process, but also the conditions of its functioning.

With fierce competition, the market loses its chaos to a certain extent. “The invisible hand of the market” (A. Smith) regulates the action of pre-established economic ties. In this case, a phenomenon called “consumer-king” arises. The struggle for consumers is intensifying, which forces marketers to deeply study specific potential consumers and market demands.

The global economy is characterized by increasing processes of internationalization of all economic life. Companies in order to receive stable income, as well as maintaining a competitive position, they have to go beyond national markets, which requires them to carry out large-scale work to clarify local characteristics, cultural and other traditions that are reflected in the products produced (its properties and appearance). Any attempt to ignore this aspect of marketing activities can result in the commercial failure of the company. For these reasons, the importance of marketing is increasing.

In foreign markets, manufacturing firms cannot limit themselves to simply selling goods; they need to have a constant presence in the region where they sell their products. This is especially important for those companies that produce industrial products or durable consumer goods. The company's success is directly related to the creation of a customer service system that is able to satisfy customer requests for services related to product operation in the shortest possible time. Only high quality service is the key to future development.

"Alien firms" increasingly invading the national markets, are involved in competitive rivalry with national firms. In view of this, a clear understanding of what post-sales services should traditionally be provided to the public or industrial customers is required. In such a situation, preliminary research and study of service organization have become essential. Naturally, all this is impossible without the use of marketing activities.

The importance of marketing in the world economy is largely associated with the current stage of the scientific and technological revolution. Manufacturing process, and final product become complicated to such an extent that the consumer is unable to distinguish between the company’s efforts aimed at improving the quality of the product. For this reason, many companies have switched from the practice of further improving the quality of the product itself to improving the quality of consumer service, which is associated with the sale of a particular product, which is reflected in the priorities of the firms’ market strategy.

A survey of executives of the largest American companies showed that they consider improving the quality of customer service to be the main link in achieving success. The second condition for achieving success, but with a significant lag, was an increase in product quality and labor productivity.

It is curious that in the early 60s. Consumer service as one of the elements of market competitive policy was placed by entrepreneurs in importance only in fifth place, i.e. it was inferior to such elements as product improvement, sales planning, activity management sales staff and advertising. However, already in the early 70s. The relative importance of the elements of the product concept for conquering markets was distributed as follows: technical innovations came first, services second, and customer service third.

However, the time came when the degree of improvement of the product reached the limit beyond which consumers could not recognize real changes. This circumstance required firms to sharply increase their advertising efforts. Only advertising can show the consumer the degree of product modernization and convince him of the superiority of one product over another.

On modern market The consumer is offered a huge number of duplicate products at different prices. The company's profit largely depends not only on the ability to offer more low price, but also on the characteristics of the goods sold, on the formed consumer preferences. It is the predisposition of buyers to purchase only the goods of certain companies that helps to divide the total market into many segments, in each of which a particular company can become a monopolist. To achieve a monopoly in the trade of a certain type of product and a sharp reduction in competitive rivalry, significant efforts are required, especially in advertising activities aimed at creating a company and the corresponding brands or trade names reputation in the market.

With the help of advertising, goods receive such an additional element of consumer properties of the product as prestige and fame. Companies that have conducted market segmentation research benefit. Their products are not subject to significant competitive pressure and have more high prices compared to others.

The market segmentation policy also allows, in conditions of mass production, to satisfy the needs of various categories of consumers without resorting to additional costs. Active advertising, modified appearance, an original distribution system (regular and branded stores, salons) contribute to giving the same product different values, and ultimately help establish different prices for different (according to their purchasing power) consumer groups and increase company profits.

Thus, we can conclude that within the framework of the world economy, the importance of marketing is great, since not a single company can establish efficient work on the market without using it.

NON-GOVERNMENTAL EDUCATIONAL INSTITUTION

HIGHER PROFESSIONAL EDUCATION

"TISBY MANAGEMENT UNIVERSITY"

Faculty of Distance Technologies

Course work

Course: "Marketing"

Kazan - 2013

Introduction

Theoretical basis marketing

1 The essence of marketing

2 Goals, objectives and functions of marketing

History of marketing development

1 History of the development of marketing abroad

2 History of marketing development in Russia

2.3 Current state marketing in Russia

Conclusion

Bibliography

Introduction

marketing history development

Marketing is, first of all, a business activity related to the promotion of goods and services from producers to consumers. Modern experts in the field of economics consider it in more in a broad sense- as a business philosophy that determines the strategy and tactics of a company (enterprise) in a competitive environment.

As an economic concept and a special type of business activity, marketing arose at the turn of the 19th - 20th centuries. This was a kind of response to the need to solve increasingly complex implementation problems in the context of the development of large-scale production and increasing market competition. A need arose to master new, more effective methods of market activity when the “seller’s market” began to be replaced by the “consumer market”.

Our country has switched to a market path of economic development. Among the terms characterizing a market economy, a special place belongs to the word “marketing”. In just a few years, it has turned from a “bourgeois stepchild” into a prestigious and necessary reality. The widespread use of marketing has given rise to many different definitions. But in all definitions the words “consumer”, “exchange”, “activity” are necessarily present. They form the foundation of marketing, the main formula of which is “Produce what is sold, and not sell what is produced.”

Marketing is a diverse activity where psychological, social, moral, financial and economic processes are intertwined.

Marketing is one of the most important economic and social activities, but it is often misunderstood. The purpose of marketing is to improve the quality of goods and services, improve the conditions for their acquisition, which in turn will lead to an increase in the standard of living in the country and an increase in the quality of life.

Purpose course work is the study of the history of marketing development.

In accordance with the goal, the following tasks were identified:

Study the essence, goals, objectives and functions of marketing;

consider the history of marketing development abroad;

consider the history of marketing development in Russia;

To study the current state of marketing in Russia.

The object of research is marketing.

The subject of the study is the history of marketing development.

The information base of the study consists of a set of specialized and scientific literature; economic research on the topic; reference and periodical literature on the research topic.

The structure of the course work consists of an introduction, two chapters, a conclusion, and a list of references.

1. Theoretical foundations of marketing

1 The essence of marketing

The emergence of marketing as a specific management system, a method of solving production and market problems is nothing more than the response of an economic unit to processes occurring in the world - such as the complication of the processes of production and sale of goods, fierce competition, frequent shifts in the nature and structure of the market demand and its market fluctuations.

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility of giving a complete, adequate description of its essence, principles and functions in one universal definition. Currently, about 2000 definitions have been put forward, each of which examines one or another aspect of marketing or attempts to comprehensively characterize it.

The word “marketing” is derived from the English “market” - market and translated means “market”.

According to the definition of the US Marketing Institute: marketing is a management function that organizes and directs commercial activities associated with the assessment and transformation of consumer needs into effective demand for a specific product or service in order to achieve target profits or other goals intended by the company.

According to the American Marketing Association: marketing is the process of planning and managing the development of products and services, pricing policy, promotion of goods to customers and sales, so that the variety of benefits thus achieved leads to the satisfaction of the needs of both individuals and organizations.

The prominent American marketing scientist Philip Kotler gives the following definition: marketing is a type of human activity aimed at satisfying needs and wants through exchange.

According to the definition of the League of German Scientists: marketing is a system of commodity-money relations.

Marketing is a complex of organizational and technical functions of an enterprise related to the sale of goods and services.

Marketing is a system of activities to study the market and actively influence consumer demand.

According to the definition of the Academy of Management of the Russian Federation: marketing is a system of measures to study the market, manage the production of competitive goods and services and their effective sales with the aim of making a profit or other commercial effect.

Modern marketing concept.

Successful activity in markets requires, on the one hand, increasing the competitiveness of products based on the achievements of science and technology, and on the other, systematic improvement of forms and methods commercial work. These two interrelated factors ultimately determine the level economic efficiency activities.

In contrast to the previously dominant approach, when sales links were tasked with selling already produced products, the marketing concept assumes that business decisions should be based not so much on production capabilities as on market requirements. Therefore, the management process begins with a thorough analysis of the market, its conditions, current and future needs, and the activities of competing firms. On this basis, a marketing program is developed, promising directions investment and sales activities. In other words, marketing means close interaction between the spheres of production and circulation, contributing to the efficiency of commercial operations.

The essence of marketing is that the company’s activities in the market must ensure:

1 reliable, reliable and timely information about the market, the structure and dynamics of specific demand, tastes and preferences of buyers, that is, information about external conditions functioning of the company;

2 the creation of a product, a range of products that more fully satisfies market requirements than the products of competitors;

3 the necessary impact on the consumer, on demand, on the market, ensuring the maximum possible control over the scope of sales.

Basic principles follow from the essence of marketing, which include:

1. Focus on achieving the final practical result of production and sales activities.

2. Concentration of research, production and sales efforts in critical areas of marketing activities.

The focus of the enterprise is not on the immediate, but on the long-term result of marketing work. This requires special attention to predictive research and the development, based on their results, of market novelty products that ensure highly profitable economic activity.

Application in unity and interconnection of strategy and tactics of active adaptation to the requirements of potential buyers with simultaneous targeted influence on them.

Marketing principles are the starting points of the market activity of an enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

Marketing principles determine the general direction of the enterprise's goals in the field of marketing.

2 Goals, objectives and functions of marketing

The main thing in marketing is its target orientation and complexity, that is, the merging together of all the individual components of this activity.

The main goal of marketing is to orient production to market requirements and develop an action plan to study the market.

From the perspective of consumer-oriented marketing, the purpose of marketing may be:

achieving maximum consumption (the goal of marketing is to maximize production and consumption levels and, consequently, the welfare of society);

achieving maximum consumer satisfaction (the goal of marketing, according to which marketing helps increase consumer satisfaction, and does not simply increase consumption);

ensuring the widest possible choice (the goal of marketing, according to which marketing should enable consumers to find a product that fully satisfies their needs and suits their tastes);

maximum high quality of life (the goal of marketing, which is that it provides, along with the quality, quantity and variety of available goods, quality.

Marketing goals should be:

Achievable;

Understandable;

Rankable;

Aligned with the overall goals and objectives of the enterprise;

Controlled;

Focused on specific time frames for their achievement;

Providing means of moral and material incentives for their implementation.

Marketing tasks:

Research, analysis and assessment of the needs of actual and potential consumers of the company's products in areas of interest to the company.

Marketing support for the development of new products and services of the company.

Analysis, assessment and forecasting of the state and development of markets in which the company operates or will operate, including research into the activities of competitors.

Formation of the company's assortment policy.

Development of the company's pricing policy.

Participation in the formation of the strategy and tactics of the company's market behavior, including the development of pricing policy.

Sales of company products and services.

Marketing communications.

Service maintenance.

The organization of marketing at an enterprise involves the use of marketing functions in the interaction of the enterprise with the market.

Marketing functions are a set of activities aimed at ensuring the effective operation of an enterprise (Fig. 1.1).

Rice. 1.1 Marketing functions

Marketing functions represent separate areas of marketing activity. It depends on the specifics of the company’s activities which marketing functions are advisable to use and which are not.

2. History of marketing development

1 History of the development of marketing abroad

Most scientists define marketing as a type of human activity that is aimed at satisfying emerging needs and wants through exchange. And although exchange relations arose almost simultaneously with the emergence of humanity, the formation of marketing as a separate science began to occur only after the “Great Depression” that reigned in the West in 1923-1933. There are other opinions on this matter.

Peter Drucker believed that Japan was the birthplace of marketing. In 1690, the founder of the future famous Mitsui family settled in Tokyo and opened the first department store. In this store Mr. Mitsui spent trade policy, which was about 250 years ahead of its time. For the first time in the history of trade, the store owner focused on his customers, purchasing only what was in demand, providing a system of guarantees for the quality of the goods, and constantly expanding the range of goods.

In the West, we can talk about marketing only since the mid-nineteenth century. And the first to suggest that marketing should be the central focus of the enterprise, and working with the consumer’s own circle should be the manager’s task, was Cyrus McCormick. This man is better known as the inventor of the first combine, but it was he who created such areas of marketing as pricing policy, market research, and service.

As an academic science, marketing originated in America. Marketing courses were first taught at the University of Illinois and Michigan in 1901. Therefore, the USA is considered to be the birthplace of modern marketing.

The famous political economist Adam Smith, back in the second half of the 18th century, wrote in his work “The Wealth of Society” that the manufacturer has no greater concern than satisfying the needs of consumers.

According to some economists, the formation of marketing dates back to the period that followed the “Great Depression” that swept the West in 1923-1933, while others believe that this was the period of the early 50s of the 20th century. But its history is much older.

The emergence of marketing, from the point of view of Peter Drucker, is associated with Japan. According to him, marketing appeared in Japan around 1650, when the first member of the Mitsui family settled in Tokyo and opened what can be called the first department store. There he pursued a policy that anticipated by 250 years what the largest trading firms would later implement, namely:

) became a buyer for his consumers, purchasing for the store those products and goods that they needed;

) looked for means and sources for their production;

) introduced the principle of unconditional refund for returned goods;

) significantly expanded the range of products for customers.

In the West, marketing emerged in the mid-19th century. The first to point out that marketing should become the central function of an enterprise, and the creation of a circle of consumers - the special work of a manager, was Cyrus McCormick. And although he is better known as the designer of the first combine, nevertheless, it was he who created such areas of modern marketing as market research and analysis, principles of pricing policy and service. All this led to the prosperity of his company, International Harvester.

As an academic discipline, marketing first emerged in America. In 1901 he began teaching at the University of Illinois and Michigan short course marketing. In 1905, V. E. Kreuz taught the course “Product Marketing” at the University of Pennsylvania. In 1910, at the University of Wisconsin, R. Butler began teaching a permanent course “Marketing Methods”.

Thus, the USA is considered to be the birthplace of modern marketing. During this period, marketing was linked mainly only with the sale of goods: the main attention was paid to the organization of sales, trade and advertising. However, later the limitations of this interpretation became obvious. The crisis of 1929-1933 also played a significant role in this, after which marketing finally lost its purely sales orientation. Second World War acted as a catalyst for the development of heavy industry, which required new principles and approaches to production management. Mass production is developing, which, in conditions of effective demand exceeding the available supply on the market (“seller’s market”), contributed to the implementation of sales policy and the accumulation of further experience in this area of ​​marketing.

But, already since 1948, marketing began to be considered as the implementation of other types of economic activities that direct the flow of goods and services from the manufacturer to the final or intermediate consumer.

As a system, marketing was created under the influence of the development of monopolies, which required larger-scale and in-depth market research and more advanced organization of firms’ activities in the market. At the same time, its organizational formation took place. In 1908, the first commercial company was created marketing organization, many of the largest companies at that time began to create marketing research departments (1911 - Curtis Publishing, U.S. Rubber, Swift and Company, etc.). The creation of these organizations and their activities laid the foundation for scientific publications on marketing, in which attempts were made to form the foundations of marketing as the art of sales management.

In 1926, the National Association of Teachers of Marketing and Advertising was organized in the USA, on the basis of which the American Society of Marketing was subsequently created, renamed in 1973 to the American Marketing Association (AMA), which today unites about 23 thousand teachers, scientific workers and representatives of the business world. Somewhat later, similar associations and organizations appeared in Western Europe and Japan. International organizations began to emerge - the European Society for Marketing Research and public opinion(ESOMAR), European Academy of Marketing, International Marketing Federation (IMF). Essentially the following have international status:

American Marketing Association (AMA);

UK Marketing Institute;

Indian Institute of Marketing and Management, etc.

Since the late 80s - early 90s, there has been a process of globalization of marketing. Thus, in 1992, in Canber (Australia) a international Conference in Global Marketing, which declared: “Marketing is everything.”

The term “marketing” arose in the United States at the turn of the 19th and 20th centuries, and marketing began to be considered as a leading management function in the 50s.

Had a great influence on the formation of the marketing concept scientific and technical progress, providing a huge variety of products, high rates of their renewal, effective production and marketing management.

2 History of marketing development in Russia

Several periods can be distinguished in the development of Russian marketing. The first period can be designated by the time interval 1880-1917. At this time, there was a rapid development of Russia's industrial potential on the basis of entrepreneurship. In the practice of Russian entrepreneurship of this period, many elements of marketing were used. In particular, Russian entrepreneurs widely used print and wall advertising and some elements of Public Relations. For example, many industrial exhibitions and fairs were held in Russia (the famous Nizhny Novgorod Fair functioned, which determined European prices for a number of goods, for example, grain). Russian entrepreneurs took part in international exhibitions, in particular, at Parisian exhibitions, taking prizes. In Russia, patronage of arts by entrepreneurs in relation to the social sphere (hospitals, orphanages, etc.) and cultural institutions was widely practiced. Russian entrepreneurs pursued a flexible pricing policy and used various elements of sales promotion. The packaging industry has been developed in Russia.

However, there was no comprehensive marketing system in Russia. Certain marketing problems are considered within the framework of other economic disciplines. If at the University of Michigan, California, Illinois, and Pennsylvania in the USA at the beginning of the twentieth century there was a course “Marketing Methods”, then in Russian universities there was no such course. Certain elements of marketing were taught in commercial schools.

The development of marketing theory and practice in Russia was almost completely interrupted in 1917. For five years, there was a shortage of almost all goods in the country, and a significant part of industrial capacity was destroyed. This was due to the First World War, two revolutions of 1917, and the civil war. During these years, a rigid distribution system of “war communism” existed in the country.

The third period in the development of Russian marketing lasted from 1922 to 1928. It was associated with the NEP (new economic policy), introduced by V.I. Lenin. Entrepreneurship began to develop again in Russia, which needed the use of marketing. In practical economic activity marketing elements were quickly restored. In practical economic activity, elements of marketing that took place before the 1917 revolution were quickly restored. Several scientific organizations dealing with marketing problems have appeared, in particular the Market Research Institute in Moscow. A definite theoretical achievement was the development of N.D. Kondratiev’s theory of “Business cycles” (“long technological waves in the economy”). This result was developed in the works of J. Schumpeter and made an important contribution to the innovative section of marketing. Training in marketing elements has been resumed in commercial schools.

Since 1929, there has again been a long break in the development of marketing in Soviet Russia. A rigid command and distribution system is being introduced in the country, and an accompanying general shortage of goods appears. There is no place for marketing in these conditions. The period during which even the word marketing itself was forgotten lasted until the end of the 50s.

With the beginning of the so-called “Khrushchev Thaw” practical marketing in Russia has not been revived, but still a new moment has appeared. Soviet economists remembered marketing. The object of their study was the theory and practice of marketing with a developed market economy. Publications analyzing this experience appeared in the Soviet press. Almost one hundred percent of these publications gave an unequivocally negative assessment of the theory and practice of marketing. In publications, marketing was interpreted as a means of increasing the exploitation of workers, a method of consumer exchange.

A new stage in the development of Russian marketing began in the late 60s and early 70s and is associated with the so-called “detente of international tension.” During this period, the Soviet economy needed the active development of international economic relations for the sales of its products (primarily raw materials and energy consumers) and the purchase of consumer goods and food. Ignorance of the basics of marketing by foreign trade workers in Soviet Russia led to unfortunate failures in foreign trade. This prompted the country's top leadership to begin training domestic specialists in marketing and conducting their own scientific research in this area. But it should be noted that they began to train specialists only in international marketing. Domestic marketing specialists began to be trained first abroad, then in Russia. In the country, the training of marketers was carried out by Moscow state institute international relations, Institute of Asian and African Countries at Moscow state university, as well as in commercial schools of the Academy of National Economy under the Council of Ministers of the USSR, the All-Union Academy foreign trade(VAVT) Ministry of Foreign Economic Relations of the USSR. Every year the state system trained 200-300 specialists in the field of marketing. Some specialized publications on international marketing have appeared. For example, the Bulletin of Foreign Commercial Information. In practice, the experience of countries with developed market economies was copied in the foreign trade activities of Soviet organizations and enterprises. Several state scientific organizations have been created to develop marketing theory. For example, the All-Union Scientific Research Institute (VNII) of market conditions and demand.

With the beginning of the reforms M.S. Gorbachev in 1985-1986 begins and new stage in the development of Russian marketing. First of all, activity in the field of international marketing has intensified. In 1987, as part of the All-Union Association “Soyuzpatent” of the Chamber of Commerce and Industry (CCI) of the USSR, a consulting center was created, providing Soviet enterprises with qualified marketing services. Check consumer qualities export and import goods on commercial terms begins to be provided by the all-Union association "Soyuzexpertiza", which maintains intensive contacts with such control and certification companies as the Swiss "Société Générale de Surveyans" and Inspectorate, the American inspection company "Kami Brad", the English "Control Union" and a number of others.

Intermediary firms and commercial companies emerged with participation share capital Soviet organizations providing marketing services for the export of various standard engineering products (cars, electric motors, tractors, etc.). These are companies such as Skaldia-Volga in Belgium, Active-Auto and Stanko-France in France, Stan Italiana in Italy, Konela and Koneisto in Finland. On the basis of the All-Union Association “Vneshtorgreklama” of the USSR Chamber of Commerce and Industry, the All-Union Center for the provision of complex advertising services. The practice of creating joint advertising ventures, such as the Soviet-Hungarian “Tisa” organized in 1988, has expanded. A section on marketing issues has been organized at the USSR Chamber of Commerce and Industry, with more than 300 members. The task of the section was to study and promote positive foreign experience marketing activities, organization of various seminars, conferences, symposiums.

If enterprises engaged in the production of goods for foreign market were forced to engage in marketing, then enterprises focused on the domestic market had little need for marketing. In 1988, the All-Russian Research Institute of Market Research and Demand conducted a survey that showed that 80% of the surveyed industrial enterprises did not study the market at all. Only 7% hold individual events no more than once every three years (mainly in the field of advertising, branded trade, new products, etc.). Of the enterprises that did not engage in market research at all, 75% named main reason lack of interest. Of these enterprises, 83% were firmly convinced that studying the market and demand is the task of trade alone.

The actual economic situation in Soviet Russia at that time was not conducive to the development of marketing. Here are some data for 1989. During this period, the growth of the wage bill was more than five times higher than the growth of national income. The monetary income of the population increased by 12.9% compared to 1988, which is 1.4 times faster than the growth rate in the production of goods and services (9.1%). The current unsatisfied demand in 1989 was estimated by specialists in the range from 45 to 60 billion rubles, and the accumulated demand (i.e., including deferred in previous years) was estimated by the USSR State Statistics Committee at 165 billion rubles, respectively. Deposits of the population in the institutions of the Savings Bank reached 337.7 billion rubles. Data on inflation rates, based on recording prices for 650 basic goods, taking into account pent-up demand, indicated that inflation was characterized by a figure of 7.5%. These data indicate that there is a huge shortage of goods, and shortage is the number one enemy of marketing.

In turn, the reason for the shortage of goods is monopoly in production. In the economy of Soviet Russia at that time, there was monopoly at two levels: the monopoly of ministries and the monopoly of direct producers. Let us present some data on the degree of monopolization of the Russian economy.

In 1989, about one hundred ministries of union significance controlled 57% of industrial output; over 800 Union-Republican ministries and departments dictated their terms in the production, delivery and sale of 3% of industrial goods on the market. Another 6% of products were produced and distributed at the direction of local economic authorities. Thus, there were no freely produced products on the market of Soviet Russia.

A similar picture of supermonopolization occurred among direct producers. According to the State Statistics Committee, 4294 scientific and production associations in industry, which included 7868 enterprises (or 17% of the total number in industry), created more than 50% of products; at the same time, almost 55% of industrial production personnel are concentrated in them.

In world practice, a monopoly is considered to be the concentration of 30% of the market in one hand. In Soviet Russia, it was not uncommon for one single enterprise to “hold” 100% of the market. Thus, the Azovmash production association is the only manufacturer of railway tanks and steel converters, and the May 1 Machine-Building Plant (Kirov region) of railway cranes. Industries producing means of production are the most monopolized. This inevitably leads to inflated prices by an amount greater than the economic average.

However, against the backdrop of this generally unfavorable situation for marketing, some positive developments emerged in the late 1980s. These positive aspects are associated, first of all, with a decrease in the influence of the state on the economy and the provision of greater independence to enterprises. This independence, together with objective financial difficulties, forces enterprises to refuse to purchase products from monopolistic enterprises and look for alternatives. Alternative possibilities included the emergence of cooperatives, small enterprises, and the purchase of hard currency for rubles (with the subsequent purchase of the necessary goods abroad). Characteristic in this regard is the example of the authors’ work on market research in 1990 in St. Petersburg.

The problem facing the organization commissioned by the research, the International Joint-Stock Association “Scientific Instruments,” was a significant decrease in demand for its products.

This organization (company) was a monopolist in its region previously. The analysis showed that until 1988, the number of applications for the company's products consistently exceeded the output volume by 1.5 - 2 times. From this date, a sharp drop in the number of applications began, and since 1990, refusals of previously made purchase applications began. The sales problem was explained as follows.

Until 1988, scientific organizations, the company's main clients, had funds in their budgets that were allocated to them from government resources or budgeted for private contracts earmarked for scientific equipment and which they could spend on something else. With the transfer of organizations to scientific business conditions (1988), other opportunities for spending funds appeared, which immediately affected the number of applications for scientific equipment.

With the beginning of the transition to the market, the reduction and elimination of a number of government sources of funding for science, the financial situation of many scientific organizations became simply critical, which caused the abandonment of previously made applications.

Difficulties with sales forced the company to engage in market research and marketing of its products.

10 interesting marketing tricks: turn small business in large real

Perhaps all the famous brands today started small. For example, such well-known corporations as Ikea, Pepsi, Coca-Cola were initially created as a small family business. But over time, well-structured marketing allowed them to become market leaders. So, what marketing tricks and moves were used? well-known companies on the way to your success.

Marketing moves in advertising

Pepsi was first advertised in Russia by N. Khrushchev back in 1959 at the American National Exhibition held in Moscow. The Vice President of the United States (Richard Nixon at that time) offered the first secretary of the CPSU Central Committee a drink to try. A photo of Khrushchev with a glass of Pepsi instantly spread across the pages of newspapers and advertising magazines. This is how it turned out to be a marketing ploy.

For a long time, Tefal considered its main competitive advantage that the Teflon coating on the pan does not require the consumption of oil. However, it turned out that the main incentive for consumers to purchase is not this property at all, but the fact that a frying pan with such a coating is easy to clean, since food does not stick to it. As a result, the company changed the content advertising campaign, which significantly increased its efficiency. It turns out that interesting marketing tricks can be easily gleaned by researching the needs of customers.

The founder of the famous Woolworth store chain found an interesting insight that allowed him to make millions. A shy village youth got a job as a sales assistant in a small shop. In those days there were no price tags, so the seller had to visually determine the buyer’s solvency and bargain with him. The young man was so shy that he was so afraid to invite customers, praise the goods and bargain with them that one day he simply fainted from fear. As punishment, the store owner threatened Frank (that was the young man’s name) with dismissal if his earnings were less than the daily income. The next day, before the opening of the store, Frank attached prototypes of modern price tags to all goods - pieces of paper on which it was indicated minimum price. The young man laid out the stale goods on the table and attached a sign to it: “Everything for five cents.” The table was placed by the window so that the sign was visible from the street. Hiding behind the counter in fear, Frank began to wait for customers. In a few hours, all the goods were sold out; buyers, without haggling, gave money at the specified price. The store's daily revenue was equal to the weekly one.

In 1919, Frank Woolworth's empire already numbered a thousand stores, and his personal fortune was $65 million.

Alka-Zeltzer came up with an interesting marketing ploy in advertising to increase sales. In the 60s of the last century, advertising began to throw not one, but two pills. As a result of the sale medicinal product doubled in size. A cunning advertising ploy was developed for Alka-Zeltzer advertising agency Tinker&Partners.

Snickers bars appeared in our country in 1992. Initially, they were advertised as a snack that replaced a full dinner or lunch. However, our fellow citizens did not understand how a chocolate bar could replace soup and rather bought it as a dessert for tea. After this, Snickers changed its advertising strategy, targeting advertising at teenagers, who for the most part do not like soup, but love sweets. A successful marketing move became the company's success in Russia.

In the marketing environment, it is known that the consumer does not buy a product, but a solution to his problem. Guided by this rule, the South African company De Beers, which sells diamonds, came up with an interesting marketing ploy that made diamonds an everyday commodity, and not a trinket for moneybags. Advertising posters depicting famous actresses whose fingers and earlobes adorned De Beers products were replaced by black and white posters with images of diamonds and the inscription “Relieves headaches since 1888.” With such a cunning marketing move, the company proved that it is possible to sell women's products through men.

In the early 80s, Timberland was going through difficult times. High-quality pumps at a low price were hard to buy. The company took a simple but effective marketing move - to raise prices above competitive ones, as a result of which sales increased. And it’s true that the higher the price, the more desirable the product becomes for the buyer.

At the end of the 19th century, alcoholic drinks such as gin, brandy, and rum were popular in London. Selling whiskey was very difficult. Thomas Dewar, one of the founders of the Dewar’s brand, chose an unexpected marketing move to attract customers. He began hiring straw buyers who would go to pubs and ask for Dewar’s whiskey. Naturally, the drink was not on sale, and customers left upset. After some time, Thomas Dewar himself appeared in pubs, offering to conclude a contract for the supply of his drink. During 2 years of travel, the company's founder visited more than 26 countries, 32 agents began working for him, as well as several export companies. As a result, trade turnover increased 10 times.

Children love sweets, but they often get their hands dirty and wipe them on their clothes without thinking twice.

Enrique Bernat in 1958 created a lollipop that can be held as if on a fork without staining your hands or clothes. The innovative fruit candy Chupa Chups was appreciated in all countries of the world. The marketing trick brought success to the brand.

Despite high advertising activity, there were times when the market share of Ariel washing powder did not want to grow. P&G conducted a study and assessed how potential consumers care for clothing. It turned out that 65% use powder to care for clothes, and take things to the dry cleaner in 35% of cases. The study also showed that 75% of washing powder consumers are employed, and 5 out of 7 days a week they wear suits that are dry cleaned. At the same time, employees in casual clothes work more efficiently than those who are forced to adhere to a strict dress code. P&G, based on the results of the study, allows its employees to come to work on Friday in casual clothes. The news received a huge response in the press. The washing powder market grew by 20%.

You can come up with interesting marketing tricks for both a cafe and a clothing store. Everything is much simpler than it seems. It is worth listening to the needs of customers and showing a little imagination. Perhaps you will make the best move in the history of brands.

Today they talk about marketing on every corner and it is impossible to believe that it once did not exist. But the fact is that the history of marketing began quite recently. Marketing is a very recent invention of mankind compared to the age of mankind itself. Once upon a time, goods were in such short supply that they sold like hotcakes without any marketing and it was simply unnecessary.

For some time, this situation was observed in countries former USSR after the collapse of this country and these were golden times for some of its inhabitants. In an era when there was no marketing, then even the economy as such did not exist. The tools of motivation were slavery and coercion. But then the economy arose as a system of mutual assistance, and after a while the history of marketing began.

If we talk about age, then marketing is no more than 150 years old, if we take its individual elements. If we talk about marketing as a system, then in this case it is not even 100 years old. Initially, there was no marketing as a system. There were only individual elements that were used on their own and only relatively recently did marketing emerge as a system

History of marketing

For the first time, in its first version, marketing appeared when the economy as such arose in its modern sense. It was in modern classification marketing 1.0. Before that, it was simply not needed. The economy was not developing very quickly, there were not enough goods, but everyone needed them. Accordingly, the main competitive advantage of that time - the ability to produce.

The main thing in marketing 1.0 was to have a product

For this reason, this era was called industrial. Industry flourished then. The main thing in Marketing 1.0 was to have a product. All efforts were directed towards having the product and this was the essence of marketing 1.0. Whoever had the goods was the master of the situation. Whoever had the goods was the king. Everyone wanted to get rich, so different ways to get goods were invented.

In other words, in order to get rich in conditions of shortage of goods, marketing 1.0 was invented. Sometimes there were relapses. For example, similar conditions, created artificially, existed in the late 80s of the last century in the USSR. At that time, there was a terrible shortage of goods in the country and the price was limited to those people and companies that could “get” the goods and Marketing 1.0 helped them in this, although it was believed that the USSR had a planned economy.

History of Marketing 1.0 Development

However, let us return to developed countries, which, due to the fact that they are far ahead of other countries, marketing in new version always became needed earlier than others. The main history of marketing takes place precisely in these countries, in which, already at the beginning of the 20th century, a surplus of goods began to be felt in some markets, i.e. their excess.

All those who used marketing 1.0 began to lose positions because they began to lose excess profits

Thanks to the surplus of goods, consumers now have choice. They could contact any of the companies, now it was they who made the choice and they became the masters of the situation. People or companies that were well versed in Marketing 1.0 began to lose ground. All those who used marketing 1.0 began to lose positions because they began to lose the excess profits that this version of marketing had previously given them.

There were a lot of competitors and there was no time for excess profits; it was necessary to at least sell the product, otherwise it was possible to go into the red, because there were a lot of products and they were constantly updated. It is clear that any consumer preferred a newer and more valuable product, and if so, then old goods had to be gotten rid of as quickly as possible.

The history of marketing 2.0

The consumer surplus led to the need to invent new marketing, marketing 2.0. This marketing was based on needs and requirements, because it turned out that the product that could satisfy them better than others turned out to be the most competitive and was given consumer priority. However, the problem is that it is possible to satisfy needs and requirements, but only if the product is tailored to consumers, to their needs and requirements.

This meant that the story of marketing in version 2.0 was coming to an end.

To do this, it is necessary to take into account the characteristics of the consumer when producing goods. There are quite a lot of them: gender, age, social status, education, income and the like. The more a product resembles the consumer, the more the product matches its characteristics, the better it satisfies needs and requirements, the more valuable it looks in the eyes of consumers.

A product that had more value to the consumer and was chosen by the consumer. The consumer was already buying not just a product, but a product that was most valuable to him. In the middle of the 20th century, it became obvious that many products turned out to be 100% tailored to the consumer’s characteristics. This meant that the story of marketing in version 2.0 was coming to an end. Gaining a competitive advantage through Marketing 2.0 has become difficult and marketing products through this technology has become more difficult.

It's time to move to marketing 3.0. As a result, various marketing concepts and similar concepts began to emerge. For example, there appeared lateral marketing, nanomarketing, a blue oceans strategy has appeared and much more. However, the principles of all this were basically the same as classical marketing - needs and wants.

Marketing guru Philip Kotler based the new version of marketing on the human soul

In other words, the transition to true Marketing 3.0 has not happened for a long time. Any new concepts related to marketing remained the same marketing 1.0 or 2.0, only viewed from a different angle. This means that they did not provide anything fundamentally new. They made it possible to outperform competitors in some specific parameters, but not overall and not for long.

The work was continued and new principles of marketing, or rather, new basic elements of marketing were identified. Marketing guru Philip Kotler based the new version of marketing on the human soul. A lesser-known marketing specialist, Pavel Bernovich, based Marketing 3.0 on the idea as one of the varieties of elements of our world.

With the development of noomarketing began new story marketing. As was shown by Pavel Bernovich, in reality, the soul of a person is the idea of ​​that person, which means that Philip Kotler’s soulful marketing also basically has an idea. Working with the soul of a person, as Marketing 3.0 Philip Kotler sees, is actually working with the idea of ​​a person , which consists in constantly modernizing a person’s idea, making it more developed.

So, real marketing 3.0 has finally been invented and it’s called noomarketing.

In other words, Pavel Bernovich, despite his lesser fame, most accurately defined the basis that formed the basis of Marketing 3.0. Marketing articles presented on this site are written on this basis. So, real marketing 3.0 has finally been invented and it’s called noomarketing. The essence of noomarketing is to identify a person’s basic idea and develop it as much as possible through integration with other ideas.

The basic idea is like the smallest nesting doll, which is expanded by larger and larger nesting dolls. Moreover, the more “nesting dolls” a person has accumulated, the more “advanced” he is. Relatively speaking, some people increase their idea to 5 nesting dolls, some to 10, and some to 100 or more. A person becomes advanced because each new idea introduced gives him new opportunities.

The history of marketing is just beginning

Accordingly than more ideas a person introduces himself, thereby more possibilities compared to others it has. In this regard, the growth of ideas can be called another word - modernization of the idea, and therefore of the person. The main feature of the idea is that it is the idea that causes need and demand, which means noomarketing is a deeper level of marketing.

Noomarketing is reasonable marketing, marketing for working with the human mind

If a person is not imbued with new ideas, he will lag behind the world and become uninteresting to it. Accordingly, the job of a modern marketer is to prevent a person from falling behind the world, which is rapidly moving forward. A marketer must monitor, identify new ideas, come up with ways to integrate these ideas into a person and introduce them into him. Only in this way will he help a person move at the same speed as the rest of the world moves.

It is for this special mission that noomarketing was developed. This name is formed from two words. One of them is the well-known word marketing, and the second word is the word noos, translated from Greek meaning mind. Noomarketing is intelligent marketing, marketing for working with the human mind. A person’s mind is his soul, it is his idea.