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Red Bull Energy Drink

When the drink was brought to the general market, its main competitors were Coca-Cola and Pepsi. Everyone had a similar concept: they toned and stimulated.

Then Dietrich Mateschitz took a risky step: artificially inflated the price by 2 times, compared to competitors, reduced the volume of containers, shaped like a battery, and began to place cans in stores not in the beverage department, but in any other.

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 prints real guides to cafes, bars and other places in the city. That is, all those entertainment places that Mike will help get to.

HBO television channel

HBO's marketing campaign ahead of Game of Thrones season 3 was seriously thought out, consistent, and massive. The main theme of the new season was the big shadow of the 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, not thinking about the dragon and not waiting for the release of the new season was simply impossible.

Marlboro cigarettes

The whole point was that consumers pulled cigarettes out of soft packs without taking them out of their pocket, 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, and the new one always attracts attention.

Manufacturer of furniture and household goods IKEA

Curved paths, along which you have to go 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 a product, even if you did not need it initially.

Harley-Davidson motorcycles

© Harley Davidson

The manufacturer of the most famous bikes in the world has been holding the 1st place in terms of the number of "branded" tattoos for decades. It all started with the fact that Harley announced impressive discounts on bikes for those who come to buy a motorcycle with a tattoo in the form of their logo.

Alka-Seltzer medicine

Pampers diapers

Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull wet diapers from under his grandchildren, wash and dry them. Of course, he did not 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 designed for P&G New Product, which began to be produced under the Pampers trademark, which has become a household name.

Chocolate bar Snickers

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

And the Starbucks chain did an impossibly simple thing: it just bought a competitor that interfered with it. And this is a completely expected move. But after buying Starbucks, he did not close coffee shops. Rather, on the contrary, he became even stronger to do everything in it not like in Starbucks, intensifying the competition between these two brands even more.

As a result, people who liked Starbucks went to Starbucks and carried money to its cashier. And those who did not like this coffee shop went to Seattle's best - and also carried money to the cashier ... Starbucks. Thus, the company not only coped with the flow of part of its client audience to a competitor, but also captured an additional audience of Starbucks haters that it would never have received otherwise.

Efficiently functioning enterprises increasingly use the so-called marketing concepts, marketing philosophy, marketing system, marketing thinking. Thus, the fundamental foundations of marketing are realized.

Translated from English the word " market" means market. Term "targeting" can be translated as "activity in the field of the market."

There are many scientific definitions of marketing, and their abundance is due to several reasons. One of them is the differences in the very approaches to marketing (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 interests of the buyer; flexible adaptability to market requirements and active influence on it, etc.

Another common approach to marketing is to describe it as a "mode of action", i.e. as a system of practices 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 in the course of development marketing activities. Usually it is implemented in such functions as market research and the study of customer behavior, the development of new products and the formation of the company's assortment policy, the development of pricing policy, the organization of a system for marketing and distribution of goods, the formation of a system marketing communications(first of all, we are talking about advertising), marketing management, etc.

The marketing theory used the achievements of many previous economic doctrines, including mercantilism (XVII century), according to which the well-being of the people is created not by production, but by foreign trade, due to which capital is accumulated within the country.

Actually the marketing theory arose in the USA in the second half of the 19th century; economic crises of that time forced American scientists to talk about the "chronic problem of overproduction" and the discrepancy between the system of circulation of goods and services that existed at that time and the increased demands for organizing the marketing of products.

The aggravation of the problem of sales took place 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 the monopolists to apply various methods of accounting for the capacity of the market, to carry out, within certain limits, its direct and indirect regulation.

Marketing as a theoretical concept was called upon to comprehend all these radical changes. But as soon as large firms got the opportunity to influence the market and the consumer to certain limits, to regulate the economic relations they enter into 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 Universities of Illinois and Michigan in the USA. Although they were mostly descriptive in nature, they were nevertheless singled out as an independent academic discipline from the general economic theory and practices. The courses contained a description and description of the main methods of marketing activities of enterprises, operations of wholesalers and retailers. Particular attention was paid to the issues of advertising, the specifics of the sale of goods in various directions.

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 the administrative apparatus large companies. In the 20s. In the United States, the National Association of Marketing and Advertising Educators was created, which then became part of the American Marketing Association, formed in 1937.

A 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 the individualized needs of consumers, markets are becoming more and more differentiated, the possibilities for reducing costs at enterprises are limited, the number of small businesses, the role of scientific and technical information increases significantly, etc.

Under these conditions, it became clear that the profit of the enterprise depends not only and not so much on cost reduction. own production, but to a large extent on how much attention is paid to researching the market and competitors, the quality of the product and organizing its successful promotion to the market.

Based on our knowledge of market activity must lie 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 the management of an enterprise (firm). It is formed as a system of thinking, i.e. a complex of mental attitudes aimed at the optimal adaptation of specific goals to the real possibilities of achieving them, at an 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) is appropriate and subject to market requirements. The changes taking place in the way of thinking are clearly illustrated by the evolution of marketing concepts on various stages its development.

Secondly, marketing also creates a new mode of operation of the enterprise in the market. A holistic methodology of the market activity of an enterprise (firm) is being formed, revealing its principles, methods, means, functions and organization. A product promotion system is being formed and developed, which uses a rich set of various tricks: improvement of product functions, impact on the consumer, flexible pricing policy, advertising, efficiency of distribution channels, etc.

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

An active role in the promotion of marketing ideas is played by national and international associations, including Europoly, such as Uxson, Standard Oil, Siemens, General Electric, United Fruits, which share the world's

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

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

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

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

Efficiency of production of goods;

the efficiency of the distribution system.

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

The transition to a new concept of marketing was not accidental, * because it fully contributed to the solution of the following tasks facing firms:

Ø development of goods that meet market demands;

SH production of goods subject to the latest achievements science and technology;

Ш optimal system of goods distribution;

W complex of services in 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 an increase in the degree of risk (commercial, market) in the development of a new product model, its production and consumption, i.e. at all stages of the creation and movement of goods;

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

v the simultaneous entry into the market of many firms - 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 can lead the company to collapse.

In these conditions, a system was needed that combines approaches to research, development and sale of goods. Such a system in the 70-80-ies. has become marketing, orienting the company to success in the outside world, where it is necessary to reckon with 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 concept of management, i.e. determining the interests of consumers and real assessments or assortment, quality and other parameters of products. Production is now tied more closely to identified customer needs. Companies constantly monitor public opinion, which evaluates their work to meet consumer needs and has a certain impact on it.

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, the company needs to prove to the buyer every time its desire for constant concern for its interests (or create the appearance of this).

Only the image of a company that keeps pace with the times and uses the latest achievements of science and technology, allows you to get high profits. As a result, entrepreneurs strive to put on the market as many products as possible, which, as a rule, differ from each other only by 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 the actual changes in the product in better side and to do everything possible to ensure that he refuses to use previously purchased products as "obsolete", having "technical defects" or "out of fashion".

The appearance of new products on the market creates a certain inconvenience for a number of companies that have already seized leadership in this area and causes the need to protect themselves from competitors. The development and implementation of a new, commercially profitable product is a rather troublesome, long and very capital-intensive business, so even largest corporations cannot produce and offer consumers absolutely new products too often. This is where marketing can come in handy, which will emphasize the enduring values ​​of traditional products.

Other important circumstances that increase the role of marketing in the economic life of firms 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 end products. Yes, in the early 1970s. in many branches of Japanese industry has been achieved upper limit labor productivity. At present, 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 a senior consultant at Japan's Sharp Corporation, today's consumers, among other things, want to buy products that allow them to express their individuality. This production concept, of course, involves an active search for the consumer and the identification of his requests, which could subsequently be satisfied as a result of using the latest advances in technology (flexible production systems, powerful computers, etc.).

Marketing was required by manufacturers of goods and as a kind of business philosophy, based on strict social and ethical feeds:

l honesty and respect for the opinions and requirements of consumers;

l decency of the company in relation to the consumer in case of claims;

l sequence in actions;

a high level of professionalism in their field.

Marketing as an economic phenomenon is characterized by two indicators:

b consistency, 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 for its functioning.

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

The world economy is characterized by increasing processes of internationalization of the entire economic life. Companies in order to obtain stable income, as well as maintaining competitive positions, 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 (its properties and appearance). Any attempt to ignore this aspect of marketing can result in the company's commercial failure. For these reasons, the importance of marketing is growing.

In foreign markets, manufacturing firms cannot be limited to the simple sale of goods, their constant presence in the region where they sell products is necessary. This is especially important for those firms that produce products for industrial purposes or consumer goods long-term use. The success of the company is directly related to the creation of a customer service system that is able to quickly satisfy the needs of customers in services related to the operation of products. Only high quality service is the key to future development.

“Alien firms”, which are increasingly invading national markets, are included in competitive rivalry with national firms. In view of this, a clear understanding of what after-sales services should traditionally be provided to the public or industrial consumers is required. In such a situation, preliminary research and study of the organization of service 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, as well as final product are complicated to such an extent that the consumer is not able to distinguish the efforts of the company 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 customer service, which is associated with the sale of a particular product, which is reflected in the priorities of the market strategy of firms.

A survey of executives of the largest American companies showed that they consider the improvement of 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 the improvement in the quality of goods and labor productivity.

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

However, there came a time when the degree of improvement of the product reached the limit beyond which consumers could not recognize real changes. This circumstance demanded from firms a sharp increase in efforts in the direction of advertising. Only advertising can show the consumer the degree of modernization of products and convince him of the superiority of one product over another.

On the modern market the consumer is offered a huge number of products-twins at different prices. The profit of the company 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 propensity of buyers to buy only the goods of certain firms that helps to divide the aggregate market into many segments, in each of which one or another firm can become a monopolist. Significant efforts are required to achieve a monopoly in the trade of a certain type of product and a sharp decrease in competitive rivalry, especially in promotional activities aimed at creating a firm and relevant trademarks or trade names of reputation in the market.

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

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

Thus, we can conclude that within the framework of the world economy, the importance of marketing is great, since no firm can establish effective work on the market without using it.

NON-STATE EDUCATIONAL INSTITUTION

HIGHER PROFESSIONAL EDUCATION

"UNIVERSITY OF MANAGEMENT" ISBI "

Faculty of Distance Technologies

Course work

course: "Marketing"

Kazan - 2013

Introduction

Theoretical Foundations of Marketing

1 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, an entrepreneurial activity related to the promotion of goods and services from the producer to the consumer. Modern specialists in the field of economics consider it in a more broad sense- as a business philosophy that determines the strategy and tactics of the firm (enterprise) in a competitive environment.

As an economic concept and a special type of entrepreneurial activity, marketing arose at the turn of the nineteenth and twentieth centuries. This was a kind of response to the need to solve the increasingly complex problems of implementation in the conditions of the development of large-scale production and the growing competition of the market. There was a need to master new, more efficient methods of market activity, when the “consumer market” began to replace the “seller's market”.

Our country has switched to a market way of economic development. Among the terms characterizing the market economy, a special place belongs to the word "marketing". In just a few years, it has turned from a “bourgeois stepson” into a prestigious and necessary reality. The widespread use of marketing has given rise to many different definitions of it. But in all definitions, the words “consumer”, “exchange”, “activity” are necessarily present. It is they who 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, yet it is very often misunderstood. The purpose of marketing is to improve the quality of goods and services, improve the conditions for their purchase, which in turn will lead to an increase in the standard of living in the country, an increase in the quality of life.

aim term paper is the study of the history of marketing development.

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

To study the essence, goals, objectives and functions of marketing;

consider the history of the development of marketing 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 research is the history of marketing development.

The information base of the study is a set of special and scientific literature; economic research on the topic; reference and periodic literature on the research topic.

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

1. Theoretical foundations of marketing

1 Essence of marketing

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

Marketing is a complex, multifaceted and dynamic phenomenon. This explains the impossibility in one universal definition to give a complete, adequate description of its essence, principles and functions. About 2000 definitions have now been put forward, each of which considers one or another side of marketing or gives an attempt at its complex characteristics.

The word "marketing" is derived from the English "market" - the market and in translation means "market".

According to the United States Institute of Marketing: marketing is a management function that organizes and directs the commercial activities associated with assessing and converting a customer need into an effective demand for a specific product or service in order to achieve the intended profits or other goals set by the firm.

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 buyers and sales, so that the variety of goods thus achieved leads to the satisfaction of the needs of both individuals and organizations.

A prominent American marketing scientist Philip Kotler gives the following definition: marketing is a type of human activity aimed at satisfying needs and requirements 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 measures 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 for studying the market, managing the production of competitive goods and services and their effective marketing in order to make a profit or other commercial effect.

Modern marketing concept.

Successful activity in the markets requires, on the one hand, increasing the competitiveness of products based on the achievements of science and technology, and on the other hand, the 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 the marketing links were tasked with selling already manufactured products, the concept of marketing assumes that economic decisions should be based not so much on production possibilities as on market requirements. Therefore, the management process begins with a thorough analysis of the market, its conjuncture, current and future needs, and the activities of competing firms. On this basis, a marketing program is developed, determined promising directions investment and marketing activities. In other words, marketing means the close interaction between the spheres of production and circulation, which contributes to the efficiency of commercial operations.

The essence of marketing lies in the fact that the activities of the company in the market should provide:

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

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

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

From the essence of marketing follow the basic principles, which include:

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

2. Concentration of research, production and marketing efforts on the decisive areas of marketing activity.

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

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

The principles of marketing are the initial provisions of the market activity of an enterprise, providing for knowledge of the market, adaptation to the market and active influence on it.

The principles of marketing determine the general direction of the goals of the enterprise 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 fusion of all the individual components of this activity.

The main goal of marketing is to orient production to market requirements, develop an action plan for market research.

From the point of view of consumer-oriented marketing, the goal of marketing can be:

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

achieving maximum customer satisfaction (the goal of marketing, according to which marketing helps to increase the degree of customer satisfaction, and not just increases consumption);

providing 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 objectives should be:

Achievable;

understandable;

Rankable;

Coordinated with the general goals and objectives of the enterprise;

controlled;

Oriented to certain terms of their achievement;

Providing means of moral and material incentives for their implementation.

Marketing Tasks:

Research, analysis and assessment of the needs of real 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 the markets in which the company operates or will operate, including research into the activities of competitors.

Formation of the assortment policy of the company.

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 the company's products and services.

Marketing communications.

Service maintenance.

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

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

Rice. 1.1 Marketing Functions

Marketing functions are separate areas of marketing activities. It depends on the specifics of the company's activities which marketing functions are appropriate to apply, 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 meeting emerging needs and requirements through exchange. And although exchange relations arose almost simultaneously with the emergence of mankind, 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 famous Mitsui family settled in Tokyo and opened the first department store. In this store, Mr. Mitsui pursued a trade policy that was about 250 years ahead of its time. For the first time in the history of trade, the store owner focused on his customers, buying only what was in demand, providing a system of guarantees for the quality of the goods, constantly expanding the range of goods.

In the West, one can talk about marketing only starting from the middle of the nineteenth century. Cyrus McCormick was the first to suggest that marketing should be the central activity of the enterprise, and work with the consumer's own circle - the task of the manager, was Cyrus McCormick. This person is better known as the inventor of the first combine, but it was he who created such marketing areas as pricing, market research, and after-sales 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 birthplace of modern marketing is considered to be the United States.

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

According to some economists, the time of the formation of marketing refers to the period following the "great depression" that swept the West in 1923-1933, others believe that this is the period of the early 50s of the XX 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 a store there that can be called the first department store. There he pursued a policy that by 250 years anticipated what was then carried out by the largest trading firms, namely:

) became a buyer for his consumers, buying in the shop those products and goods that they needed;

) looked for means and sources for their production;

) introduced the principle of an unconditional refund for the returned goods;

) significantly expanded the range of products for customers.

In the West, marketing arose in the middle of the 19th century. Cyrus McCormick was the first to point out that marketing should be the central function of the enterprise, and the creation of a circle of consumers a special job of the 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, pricing principles and after-sales service. All this led to the prosperity of his company "International Harvester".

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

Thus, the United States 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 the conditions of excess of effective demand over the available supply on the market (“seller's market”), contributed to the implementation of the marketing policy and the accumulation of further experience in this area of ​​marketing.

But, starting from 1948, marketing began to be considered as the implementation of other types of economic activity that directs the flow of goods and services from the producer to the final or intermediate consumer.

As a system, marketing was created under the influence of the development of monopolies, which required a larger and deeper market research and a better organization of firms in the market. At the same time, its organizational design took place. In 1908 the first commercial marketing organization, in many of the largest firms at that time, marketing research departments began to be created (1911 - Curtis Publishing, Y.S. Rubber, Swift and Company, etc.). The creation of these organizations and their activities marked the beginning of scientific publications on marketing, in which attempts were made to form the foundations of marketing as an art of sales management.

In 1926, the National Association of Marketing and Advertising Teachers was organized in the United States, on the basis of which the American Society of Marketing was subsequently created, renamed in 1973 into the American Marketing Association (AMA), which today unites about 23 thousand teachers, scientists 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 the Study of Marketing and public opinion(ESOMAR), European Academy of Marketing, International Marketing Federation (IMF). The status of international have essentially:

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. So, in 1992 in Canber (Australia) international Conference on global marketing, which proclaimed: "Marketing is everything".

The term "marketing" originated in the United States at the turn of the nineteenth and twentieth centuries, and as the leading function of management, marketing began to be considered from the 50s.

A great influence on the formation of the concept of marketing had scientific and technical progress, which provides a huge variety of goods, high rates of their renewal, effective management of production and marketing.

2 History of marketing development in Russia

There are several periods in the development of Russian marketing. The first period can be designated as the time interval 1880-1917. At that time there was a rapid development of the industrial potential of Russia 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, 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 businessmen participated in international exhibitions, in particular, the Paris exhibitions, taking prizes. In Russia patronage of entrepreneurs was widely practiced in relation to the social sphere (hospitals, orphanages, etc.), cultural institutions. Russian entrepreneurs pursued a flexible pricing policy and used various elements of sales promotion. In Russia, the industry for the production of packaging products was developed.

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

The development of the theory and practice of marketing 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. It was connected with the First World War, two revolutions of 1917, 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. In Russia, entrepreneurship began to develop again, which needed the use of marketing. In practical economic activity marketing elements were quickly restored. In practical economic activity, elements of marketing that had taken place before the 1917 revolution were quickly restored. There were several scientific organizations dealing with marketing problems, in particular the Market Institute in Moscow. A certain 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. Resumed teaching elements of marketing in commercial schools.

Since 1929, the development of marketing in Soviet Russia again comes a long break. A rigid command and distribution system is being introduced in the country, and a general shortage of goods accompanying it 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 did not revive, but still a new moment appeared. Marketing was remembered by Soviet economists. The object of their study was the theory and practice of marketing with a developed market economy. Publications with an analysis of this experience appeared in the Soviet press. Almost one hundred percent of these publications gave an unambiguously negative assessment of the theory and practice of marketing. In publications, marketing was interpreted as a means of increasing the exploitation of workers, a way of exchanging consumers.

A new stage in the development of Russian marketing began in the late 60s and early 70s and is associated with the so-called "détente of international tension." During this period, the Soviet economy needed the active development of international economic relations for the sale of its products (primarily raw materials and energy consumers) and the purchase of consumer goods and food. The ignorance of the basics of marketing by foreign trade workers in Soviet Russia led to unfortunate failures in foreign trade. This prompted the top leadership of the country to start training domestic specialists who are proficient in marketing, to conduct 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, marketers were trained by the Moscow state institute international relations, Institute of Asian and African countries at the Moscow state university, as well as in commercial schools of the Academy of the 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, Bulletin of Foreign Commercial Information. In practice, there was a copying of the experience of countries with developed market economies in the foreign trade activities of Soviet organizations and enterprises. To develop the theory of marketing, several state scientific organizations have been created. 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, a new stage in the development of Russian marketing begins. First of all, activities in the field of international marketing have 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 to provide qualified marketing services to Soviet enterprises. The all-Union association Soyuzexpertiza, which maintains intensive contacts with such control and certification companies as the Swiss Societe Generale de Surveillance and the Inspectorate, the American inspection company Kamibrad, the English Control Union "and a number of others.

There were intermediary firms and commercial companies with the 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-Avto and Stanko-France in France, Stan Italiana in Italy, Conela and Coneysto in Finland. On the basis of the All-Union Association "Vneshtorgreklama" of the Chamber of Commerce and Industry of the USSR, the All-Union Center for the provision of a range of advertising services was created. The practice of creating joint advertising enterprises such as the Soviet-Hungarian "Tysa" organized in 1988 has expanded. A marketing section 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 in marketing needed little. 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 businesses that did not engage in market research at all, 75% cited lack of interest as the main reason. Of these enterprises, 83% were firmly convinced that the study of the market and demand is the task of only trade.

The economic situation that really developed at that time in Soviet Russia did not contribute to the development of marketing. Here is some data for 1989. During this period, the growth of the wage fund was more than five times higher than the growth of the national income. Monetary incomes of the population increased by 12.9% compared to 1988, which in terms of growth rates is 1.4 times faster than the growth 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, while the accumulated demand (that is, including that deferred in previous years) was estimated by the USSR State Statistics Committee at 165 billion rubles, respectively. The deposits of the population in the institutions of the Savings Bank reached 337.7 billion rubles. Inflation data, based on recording prices for 650 major commodities, taking into account deferred demand, indicated that inflation was characterized by a figure of 7.5%. This data shows that there is a huge shortage of goods, and shortage is the number one enemy of marketing.

In turn, the cause of the shortage of goods is monopoly in production. In the economy of Soviet Russia at that time there was a monopoly of 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 a hundred ministries of federal significance controlled 57% of industrial output; over 800 union-republican ministries and departments dictated their terms in the production, delivery and sale on the market of 3% of industrial goods. 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 super-monopoly took place among direct producers. According to the State Statistics Committee, 4294 research and production associations in industry, which included 7868 enterprises (or 17% of their total number in industry), created more than 50% of products; at the same time, almost 55% of the industrial and production personnel are concentrated on them.

In world practice, a concentration of 30% of the market in one hand is considered a monopoly. In Soviet Russia, cases are not uncommon when one single enterprise "holds" 100% of the market. Thus, the Azovmash Production Association is the only manufacturer of railway tanks and steel-smelting converters, and the May 1 Machine-Building Plant (Kirov Region) is the only manufacturer of railroad cranes. The industries that produce the means of production are the most monopolized. This inevitably leads to an increase in prices by an amount greater than the average for the economy.

However, against the backdrop of this generally unfavorable situation for marketing in the late 80s, there were some positive aspects. These positive moments are connected, first of all, with a decrease in the influence of the state on the economy, granting greater independence to enterprises. This independence, together with objective financial difficulties, makes enterprises refuse to buy the products of monopoly enterprises and look for alternatives. The possibility of an alternative consisted in the emergence of cooperatives, small enterprises, the purchase of hard currency for rubles (with the subsequent acquisition of the necessary goods abroad). A typical example in this respect is the work of the authors on market research in 1990 in St. Petersburg.

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

This organization (firm) was a monopolist in its area earlier. The analysis showed that until 1988 the number of applications for the company's products steadily exceeded the volume of output by 1.5 - 2 times. From the marked date, a sharp drop in the number of applications begins, and since 1990, refusals from previously made purchase applications have begun. The marketing problem was explained as follows.

Until 1988, scientific organizations, which are the main clients of the company, had funds in their budget that were allocated to them from state resources or included in the estimates under private contracts for the purpose of scientific equipment and which they could spend on something else. With the transfer of organizations to the scientific conditions of management (1988), other possibilities 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 liquidation of a number of state sources of funding for science, the financial situation of many scientific organizations became simply critical, which led to the rejection 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 the big one really

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

Marketing moves in advertising

Pepsi in Russia was first advertised 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 Central Committee of the CPSU a drink for testing. A photo of Khrushchev with a glass of Pepsi instantly scattered through the pages of newspapers and advertising magazines. Such is the marketing ploy.

For a long time, Tefal has considered its main competitive advantage to be that the Teflon coating on the pan does not require the use of oil. However, it turned out that the main incentive for consumers to buy 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 burn on it. As a result, the company changed the content advertising campaign which significantly increased its efficiency. It turns out that interesting marketing chips are easy to learn by examining the needs of customers.

The founder of the famous Woolworth chain of stores found an interesting insight that allowed him to make millions. A shy village boy got a job as an assistant salesman in a small shop. In those days there were no price tags, so the seller had to determine the solvency of the buyer by eye and bargain with him. The young man was so shy that he was afraid to invite customers, praise the goods and bargain with them so much that one day he simply fainted from fear. As punishment, the store owner threatened Frank (that was the name of the young man) with dismissal if the revenue was less than a day. The next day, before the opening of the store, Frank attached prototypes of modern price tags to all the goods - pieces of paper on which the minimum price was indicated. The young man laid out the stale goods on the table and attached a sign to it "Everything is five cents." The table was placed by the window so that the sign was visible from the street. Hiding from fear behind the counter, 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 daily revenue of the store was equal to the weekly.

In 1919, Frank Woolworth's empire consisted of 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. A cunning advertising move was developed for Alka-Zeltzer by the advertising agency Tinker & Partners.

Snickers bars appeared in our country in 1992. Initially, they were advertised as a snack, replacing a full dinner or lunch. However, our fellow citizens did not understand how chocolate can replace soup and bought it rather as a dessert for tea. After that, Snickers changed its advertising strategy, focusing ads on teenagers, who generally do not like soup, but like sweets. A successful marketing move became the success of the company 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 it possible to make diamonds an everyday commodity, and not a knick-knack of moneybags. Advertising posters depicting famous actresses whose fingers and earlobes adorned De Beers products were replaced with black-and-white posters featuring 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 goods through men.

Timberland was going through hard times in the early 80s. High-quality pumps at a low price were bought poorly. The company took a simple but effective marketing ploy - to raise prices above the competition, as a result of which sales increased. And it is true that the higher the price, the more desirable the product becomes for the buyer.

At the end of the 19th century, such alcoholic drinks 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 ploy to attract customers. He began hiring shell buyers who went to pubs and asked for Dewar's whisky. Naturally, there was no drink on sale, and buyers left in upset feelings. After some time, Thomas Dewar himself appeared in pubs, offering to conclude a contract for the supply of his drink. For 2 years of travel, the founder of the company visited more than 26 countries, 32 agents began to work for him, as well as several export companies. As a result, the trade turnover increased 10 times.

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

Enrique Bernat created a lollipop in 1958 that can be held on a fork without getting your hands or clothes dirty. The innovative fruit candy Chupa Chups has been appreciated all over the world. The marketing chip brought the brand success.

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

You can come up with interesting marketing chips for both a cafe and a clothing store. Everything is much easier than it seems. It is worth listening to the needs of customers and showing a bit of imagination. Perhaps the best move in the history of brands will be made by you.

Today, marketing is talked about 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. There was a time when goods were in such short supply that they sold like hot cakes without any marketing and it was simply unnecessary.

For some time, this situation was also 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 could not be said. The instruments 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 appear as a system

The history of marketing

The first time, in its first version, marketing appeared when the economy as such in its modern sense arose. It was in modern classification marketing 1.0. Before that, it was simply not needed. The economy did not develop very quickly, there were not enough goods, but everyone needed them. Accordingly, the main competitive advantage 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 the industrial era. The industry was flourishing then. The main thing in marketing 1.0 was to have a product. All efforts were directed to getting hold of the product and this was the essence of marketing 1.0. Whoever had the goods, he was the master of the situation. Whoever had the goods was the king. Everyone wanted to get rich, so they invented different ways to get the goods.

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

History of Marketing 1.0

However, back to developed countries, which, due to the fact that they are far ahead of other countries, marketing in new version always needed before others. The main history of marketing takes place just the same 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 started to lose positions because they started to lose windfall profits.

With a surplus of goods, consumers have a choice. They could apply to any of the companies, now it was they who made the choice and they became 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 super profits that this version of marketing gave them before.

There were a lot of competitors and there was no time for excess profits, it was necessary to at least sell the goods, otherwise it was possible to go into the red altogether, because there were a lot of goods 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 disposed of as quickly as possible.

The History of Marketing 2.0

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

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

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

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

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

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

In other words, the move 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, just viewed from a different angle. This means that they did not give anything fundamentally new. They allowed to bypass competitors in some individual parameters, but not in general and not for long.

The work was continued and new principles of marketing, more precisely, new basic elements marketing have been identified. Marketing guru Philip Kotler based the new version of marketing on the soul of a person. 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 Pavel Bernovich showed in reality, the soul of a person is the idea of ​​this very person, which means that Philip Kotler’s soul marketing also basically has an idea. Working with a person’s soul, as Philip Kotler sees marketing 3.0, is actually working with the idea of ​​a person which consists in constantly modernizing the idea of ​​man, making it more developed.

So, real marketing 3.0 is finally invented and it is called noomarketing.

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

The basic idea is like the smallest matryoshka, which grows with bigger and bigger nesting dolls. At the same time, the more “matryoshkas” a person has increased, the more “advanced” he is. Relatively speaking, some people increase their idea to 5 dolls, some to 10, and some to 100 or more. A person becomes advanced because each new idea introduced to him gives him new opportunities.

The history of marketing is just beginning

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

Noomarketing is intelligent marketing, marketing to work with the human mind

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

It is for this special mission that noomarketing is designed. This name is formed from two words. One of them is the well-known word marketing, and the second word is the word noos, which means mind in Greek. Noomarketing is smart marketing, marketing to work with the human mind. The mind of a person is his soul, this is his idea.