A Brief History Of Marketing

A Brief History Of Marketing In some ways marketing is as old as civilization itself. You may have seen films based in ancient Greece or Rome with images of active market stalls and traders keenly engaged in convincing communications. Of course these traders would not have called their activities marketing and their activities may seem far removed from someone ordering airline tickets via a website. The concept of marketing that we now see has more to do with expansion during the industrial revolution of the 18th and 19th centuries. This was a period of rapid social change motivated by technological and scientific innovation (BBC history). One result was that for the first time the production of goods was separated from their consumption. Mass production, developing transport infrastructure and growing mass media meant that producers needed to, and could develop more refined ways of managing the distribution of goods. The production orientation era For much of the industrial revolution goods were generally limited and producers could sell pretty much all that they could produce, as long as people could afford to buy them. Their focus was therefore on production and distribution at the lowest possible cost and whatever marketing management that there was considered these issues (for example, reducing distribution costs, opening new markets). The sales orientation era From the begining of the twentieth century to the era following the Second World War (although the development was interrupted by the wars) competition increased and the focus of marketing turned to selling. Communications, advertising and branding started to become more important as corporations needed to sell the mounting outputs of production in an increasingly swarming market. Marketing was therefore still a slave to production, but focused on distribution, communication and persuading customers that one manufacturer goods were better than another. The marketing orientation era From the 1960s onwards most markets have become flooded (the size of the market remains the same). This means that there is now severe competition for customers. The refinement of marketing management has therefore evolved into what we now see in a modern marketing department. Marketers are involved at a strategic level within the organization and therefore inform an organization about what should be produced, where it should be sold, how much should be charged for it and how it should be communicated to consumers. Modern marketers research markets and consumers. They try to understand consumer needs (and potential needs) and allocate organizational resources properly to meet these needs. Modern marketers are mainly interested in brands. They are also increasingly concerned to ensure that employees understand marketing, i.e. that everyone within the organization involves themselves with marketing activities. Evolution of marketing It is hard for many to think, but when compared to economics, production and operations, accounting and other business areas, marketing is a moderately young discipline having emerged in the early 1900s. Prior to this time most issues that are now usually associated with marketing were either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/demand issue), advertising (well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behavior, importance of distribution partners). Led by marketing scholars from several major universities, the development of marketing was in large part aggravated by the need to dissect in greater detail relationships and behaviors that existed between sellers and buyers. In particular, the study of marketing led sellers to recognize that adopting certain strategies and tactics could extensively benefit the seller/buyer relationship. In the old days of marketing (before the 1950s) this often meant identifying strategies and tactics for simply selling more products and services with little regard for what customers really wanted. Often this meant companies embraced a sell-as-much-as-we-can philosophy with little concern for building relationships for the long term. But starting in the 1950s, companies instigated to see that old ways of selling were wearing thin with customers. As competition grew rigid across most industries, organizations looked to the buyer side of the transaction for ways to progress. What they found was an emerging philosophy signifying that the key factor in successful marketing is understanding the needs of customers. This now famous Marketing Concept suggests marketing decisions should flow from initially knowing the customer and what they want. Only then should an organization commence the process of developing and marketing products and services. Three Eras of Marketing In the first era of marketing, we were presented with eye catching beauty in the surrounding background, which presented us with a certain calming effect; just what the marketing ploy needed. Then you noticed the colorful wide variety of assorted fruits that were available. You could stroll endlessly about, taking your time to decide what you wanted. There were no pushy salesmen, definitely no television ads, and most assuredly no harassing phone calls. In fact, it didnt take much more than a whisper of a suggestion to make the first marketing ploy work. It was simple, just tell the people they couldnt have the one thing that would allow them to know and have everything they ever wanted. What began as a small marketing ploy, snowballed throughout history, and I believe began the very first marketing era. The second era of marketing was easy to see coming. When the masses no longer sought out all that the market had to offer, it became clear that a new marketing era was forthcoming. Now was the time for the market to come to the consumer. A whole new range of strategies emerged amid declining sales. First there was the one on one, door-to-door marketing approach. While effective, it was a slow word of mouth process. It did not offer a quick response like the new profitable posters, or newspapers and magazine ads that followed. Even today, these marketing approaches continue, but by the time television and radio started selling advertising time, the marketing approach had again changed. Now advertisers could appeal not only to what the consumer needed and wanted, but to what they might want some day in the future. These avenues gave access to new marketing areas and ideas. This second marketing era gave people the ability to market things like houses, housing projects, and vacation res orts. Consumers no longer had to spend excess money on gas just to see what was available. In addition, college funds, burial arrangements and even retirement plans, were easily handled in the comfort o f your own home. Finally, we come to the third and final marketing era. Now, because of satellite and Internet capabilities, mass marketing is always available; weather you want it or not. It resounds in your ears from television, radio, billboards and the like. It is the first thing you see in the morning and the last thing you hear at night, before you turn of you television. In this present third marketing era, every vain imagination of man is marketed. It is not only marketed to those who have the money, but to those who have no money. They even direct their advertisements under age kids who have no money. The marketing strategies are so perverse now, they actually encouraged the under age and the low income classification of people, to lie and begin buying things on credit. Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Mass media can be defined as any media meant to reach a mass amount of people. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Electronic Media Advertising A television advertisement or television commercial-often just commercial or TV ad (US), or advert, commercial, advertisement or simply just ad (UK/US), or ad-film (India)-is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as program-length infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. The USAs first television advertisement was broadcast July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The 20-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over America runs on Bulova time. The first TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs S.R Toothpaste. Rural Marketing In recent years, rural markets have acquired importance, as the overall growth of the economy has resulted into considerable increase in the purchasing power of the rural communities. On account of green revolution, the rural areas are consuming a large quantity of industrial and urban manufactured products. In this context, a special marketing strategy, namely, rural marketing, has emerged. But often, rural marketing is confused with agricultural marketing the latter denotes marketing of produce of the rural areas to the urban consumers or industrial consumers, whereas rural marketing involves delivering manufactured or processed inputs or services to rural producers or consumers.

Conquest of Mexico Essay -- essays research papers fc

Conquest of Mexico   Ã‚  Ã‚  Ã‚  Ã‚  In 1519 Hernà ¡n Cortà ©s led a couple hundred other Spaniards inland to the impressive Empire of the Mexica ruled by the Great Montezuma. Many historians today tell how quickly and almost effortlessly these Spaniards conquered the Empire. They paint an image of ignorant, helpless Indians practically giving up their land out of fear of this group because certainly the Spaniards must be gods since they have powerful weapons and strange animals. We know neither Cortà ©s nor any of his men were gods, of course, but what was it that allowed Cortà ©s to prevail over the inhabitants of the land? The First Expeditions To begin, in 1517 Francisco Hernà ¡ndez de Cà ³rdova, Bernal Dà ­az del Castillo, and some other gentlemen embarked on a journey to explore new lands in hopes of seeking employment since they had yet to find it in their new home of Cuba. In need of additional provisions, the governor of Cuba, Diego Velà ¡squez, loaned the group supplies and a boat with the agreement that they return with Indians to be used as slaves. At Cape Catoche of the Yucatan Peninsula, Cà ³rdova’s men first encountered a group of Indians who at first appeared friendly and welcoming only to draw those who disembarked along the road to their village where they then ambushed the explorers. In that battle, fifty soldiers died and the captain and the remaining men all suffered many wounds. The explorers continued to receive this type of reception from the Indians they encountered at every stop along the coast of the peninsula. Nearly dieing of thirst for want of fresh water, Cà ³rdova and his men tried again and again to safely land and gain casks of fresh water. At Champoton they encountered fresh water. Yet again they met with hostile, warring Indians. Only one man escaped without harm, but the Indians captured him. Once the Indians retreated, Cà ³rdova and his men quickly filled the casks with fresh water and returned to their ship. In light of the fact that the voyage proved to be somewhat of a disaster and all the men were either ill or wounded, they decided to return at once to Havana. (Dà ­az) Once in Havana, Cà ³rdova sent a report to Governor Velà ¡squez word of their return. In addition to reporting about the warring natives, Cà ³rdova described the discovery of heavily populated lands where the people lived in masonry houses, wore cotton garments,... ... Spaniards, and various Indians battled day after day often regaining what they had lost in the night as they retreated for rest. Cortà ©s had previously been adamant about only causing harm to the Indians when absolutely necessary. The new lord refused to withdraw and admit defeat. Finally, Cortà ©s called for all buildings to be decimated. He had envoys at all entrances to the city by that time, and escape was impossible. July 26, 1520, after 12,000 dead, Cortà ©s claimed Mexico City for Spain. Works Cited Cortà ©s, Hernando. 5 Letters of Cortà ©s to the Emperor 1529 – 1526. Trans. J. Bayard Morris. New York: W. W. Norton, 1962. Dà ­az del Castillo, Bernal. The Discovery and Conquest of Mexico,1517 – 1521/Edited from the only exact copy of the original MS. (and published in Mexico) by Genaro Garcà ­a. Translated with an introd. And notes by A.P. Maudslay. Introd. To the American ed. By Irving A. Leonard. New York: Farrar, Straus, and Cudahy, 1956. Helly, Mathilde. Montezuma and the Aztecs/Mathilde Helly and Rà ©mi Courgeon. New York: Henry Holt and Company, 1996. Morris, J. Bayard, trans. 5 Letters of Cortà ©s to the Emperor 1529 – 1526. By Hernando Cortà ©s. New York: W. W. Norton, 1962.

Lord of the Flies, Alternative Ending Essay

Away watching as Jack and Roger walked into the clearing where he sat, â€Å"Where could he have gone? There is no where to hide? † Roger groaned poking the end of his spear into the ground. Ralph felt a urge to stand up and finally give up, but his father had taught him better, his father was a fighter shouldn’t he be too? He glanced around his shoulder noticing the twins break into the trees behind him. They made eye contact and looked away hurrying off towards Roger and Jack. Ralph sighed crawling deeper into the burned trees, he looked ahead noticing the burned stick and around it the pieces of bone from the broken pig head. He shuttered standing and holding his spear tightly in his hands. Jack looked over noticing the twins walking slowly towards him he stood straighter, â€Å"What? † The twins jumped before pointing to where Ralph had gone, â€Å"He, he went out there. † Jack grinned pushing the twins aside and walking out into the meadow. â€Å"Well, well, well. Lookie what we have here. He pushed his tangled hair behind his shoulder. Ralph sighed, â€Å"Get it over with Jack. † Roger giggled running out into the meadow, before Ralph could react he was surrounded, hunted down like some kind of animal, the kids looked barbaric, they had all gone mad with their war paint and blood covered spears. Ralph held the spear up in defense. The hunters jumped at him tightening their circle poking him with their spears grabbing at his. Ralph yelled poking his spear forwards he felt the tip dig into something, someone yelling. Before he could pull it out, they were on him shoving him to the ground, Ralph dropped his spear trying to fight back, trying to escape the hunters, somehow. Jack laughed stabbing his spear down hitting flesh. Ralph screamed out, begging them to stop. The hunters continued in a clockwise dance, stabbing, poking and kicking. Jack laughed the circle becoming wide once again, Ralph lay in a mess, a puddle of blood appearing around him, he took a shallow breath Jack pushed him with his foot onto his back. Ralph opened his eyes his swollen bloody face making it almost impossible. He looked up into the sky watching as two birds circling above. He smiled closing his eyes his chest rising and falling ever so slowly until finally for what seemed a lifetime it stopped. Jack laughed taking his knife and kneeling down. A few weeks later a large vessel anchored, two rowboats neared the island, coming onto the beach. The navy officers in their blue uniforms looked down at the rotting flesh of the small children some looking as if they had their limbs cut off with a badly sharpened knife. The officers held their guns close walking around the island. They finally made their way towards the meadow stopping in their tracks at the sight of a head planted firmly onto a stick, his fair hair falling over his rotted flesh, some Navy men turned at the sight. A few yards from the head sat a boy his orange hair falling over his eyes in a shaggy mess. The officers walked closer pushing the boy with their guns. He was mumbling to himself, slowly fading away. Around the boy lay masses of bones. He looked up making the officers gasp his dead blue eyes shaking them to the core. He raised his hand showing them the small broken down knife. He chuckled smiling wide showing a mouthful of rotten and fallen out teeth, â€Å"The Lord of the Flies welcomes you. † He laughed; some of the officers turned away, others loading their guns. â€Å"Who? † Their captain asked. â€Å"The Lord of the Flies welcomes you. † he repeated laughing hysterically, â€Å"The Lord of the Flies welcomes you. †

Human Resource Development in Pakistan - 6755 Words

THE CHALLENGES OF HUMAN RESOURCE DEVELOPMENT IN PAKISTAN Dr. Nasim Ashraf Abstract This paper explores the challenges posed in the area of human development in Pakistan. Pakistan has made little progress in key indicators of human development - education and health - due to years of neglect in policy making and implementation issues. Based on available data, it is highlighted that despite achieving a respectable growth rate, Pakistan has not been able to reduce poverty as other nations have (with similar or even lower levels of GDP per capita). Poor human development has also hampered economic growth. The paper brings out the principal challenges of human resource development in Pakistan, which are mainly the untrained,†¦show more content†¦Pakistan HDI ranking is very low - 142 out of 175 countries according to Human Development Report 2004 - depicting the poor level of human development in the country (see Figure 1 below). Figure 1: HDI Comparison Source: Human Development Report 2004 – UNDP A high GDP does not necessarily mean a high degree of human development which is indicated below by a comparison of selected countries showing their standing on HDI, including Pakistan (Figure 2). Figure: No.2: HDI vs. GDP per capita Vietnam has been able to decrease poverty by one half between 1990-2000 because of its relatively higher investments in female literacy and basic health care (see Figure 3 below). Figure 3: Comparison of Human Development Indicators: Vietnam vs. Pakistan [pic] In the context of South Asia, Pakistan has the lowest net enrollment rates in the region according to the UNDP Human Development Report (see below). Figure 4: Net Primary Enrollment Rate (%) Regional Comparison Source: Human Development Report 2004 - UNDP Pakistan has the highest rate of infant and under-5 child mortality in the region, according to Human Development Report (see below). Figure 5: Infant Mortality Rate (Deaths per 1,000 Live Births) Comparison Source: Human Development Report 2004 - UNDP This persistent under-achievement in access to health and education is in part attributable to the exclusion of significant segments of society from access to development benefits.Show MoreRelatedLeadership Effectiveness and Business Management792 Words   |  3 Pagesthat coordinates the efforts of people to accomplish goals and objectives using available resources efficiently and effectively. Management comprises planning, organizing, staffing, leading or directing and controlling an organization or initiative to accomplish a goal. Resourcing encompasses the deployment and manipulation of human resources, financial resources, technological resources, and natural resources. 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