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Marketing - Pavlenko AF, AV Voychak

1.2. Pohodzhennya that evolyutsіya kontseptsії Marketing

Kontseptsіya vinikla marketing in the US naprikіntsі XIX - XX century on the cob. Perche, hto vkazav to those scho Got to be a central marketing funktsієyu pіdpriєmstva and stvorennya tsіlovoї groupies spozhivachіv - spetsifіchnoyu robots manager, CCU Kormіk Mack (1809 -. 1884 pp) s Mіzhnarodnoї kompanії pribiralnih machines. For osvіtoyu mehanіk, vіn zaprovadiv in practice dіyalnostі kompanії marketingovі doslіdzhennya, kontseptsіyu stvorennya tsіlovogo pіdpriєmstva market analysis, tsіnovu polіtiku, servіsne obslugovuvannya.

However Pershe viznachennya marketing nalezhit Americans R. Butler that A. Shaw. In knizhtsі "Kupіvlya sales that methodological torgіvlі" (New York, 1911, p.) Yak stink viznachili marketing kombіnatsіyu chinnikіv, kotrі neobhіdno vrahovuvati for organіzatsії robіt scho toil character sale dіyalnіst yak, scho spriyaє sale.

Mozhlivo, zvazhayuchi on Tsei fact and takozh on hronologіyu rozvitku marketing bіlshіst scientists marketologіv datuє yogo viniknennya cob XX century. So, Pershi navchalnі Kursi s marketing ( "Marketing produktsії", "marketing method") in Bulo zaprovadzheno provіdnih US unіversitetah in 1901-1905 pp. In 1908 r. Bulo Perche organіzovano marketing doslіdnitsku fіrmu. In 1911 r. Pershi vіddіli marketing priest's daughter warehouse upravlіnskogo aparata amerikanskih korporatsіy. In 1937 r. Bulo Amerikansku asotsіatsіyu target marketing. Osnovnі vіhi іstorії rozvitku tsієї Asotsіatsії filed nizhche.

Hronіka rozvitku Amerikanskoї asotsіatsії Marketing

1915 p. - Stvorennya Natsіonalnoї asotsіatsії vikladachіv rate advertising (navreno)

1931 p. - Stvorennya Amerikanskogo tovaristva Marketing

1933 p. - Navreno staє Natsіonalnoyu asotsіatsієyu vikladachіv rate Marketing (NAVM)

1936 p. - Vihіd in Key infrastructure Perche's World magazine, "Marketing" (spetsіalne Vidanov NAVM that Amerikanskogo tovaristva Marketing)

1937 p. - Stvorennya Amerikanskoї asotsіatsії Marketing (AAM) through zlittya NAVM that Amerikanskogo tovaristva Marketing

1940 p. - AAM nalіchuє 817 chlenіv that 11 vіddіlіv

1950 p. - AAM nalіchuє 3800 chlenіv

1959 p. - AAM nalіchuє 7000 chlenіv

1964 p. - Vihіd in Key infrastructure Perche's World magazine "Marketingovі doslіdzhennya"

1967 p. - Key infrastructure opublіkovano Purshia "Marketing News"

1970 p. - AAM nalіchuє 18380 chlenіv that 253 vіddіlennya

1981 p. - AAM nalіchuє 43000 chlenіv that 450 vіddіlen

1986 p. - AAM pochinaє Vidanov magazine "Medichny marketing"

1990 p. - AAM pochinaє Vidanov magazine "Publіchna polіtika i marketing"

Skazati Treba, scho boule okremі Elements Marketing vіdomі lyudstvu slit s davnіh-daven. Ale in the US sama vnaslіdok poshirennya konkurentsії, pіdvischennya poіnformovanostі i dosvіdchenostі spozhivachіv, zrostannya virobnichih mozhlivostey i will require market analysis spozhivachіv Formation (tobto situatsії, if popit Mensch for proponuvannya tovarіv) okremі Elements Marketing Bulo ob'єdnano In aprobovano vіdpovіdnі marketingovі kontseptsії that organіzatsіynі structure.

An hour Svoge іsnuvannya kontseptsіya marketing proyshla trivaly Way evolyutsіynogo rozvitku (Table. 1). Znannya etapіv takoї evolyutsії Got no tіlki іstorichne value: vono daє zmogu on au-Perche, zrozumіti logіku rozvitku marketing processes yak poslіdovnogo naroschuvannya zusil pіdpriєmstva s osvoєnnya svoїh tsіlovih rinkіv; In another way, right vibrato neobhіdnu i dostatnyu on Danian hour marketing kontseptsіyu pіdpriєmstva on pіdstavі yogo th potentsіalu minds BIZNES-seredovischa; in tretє, zazdalegіd pіdgotuvatis to move to the following, bіlsh rozvinenu conceptually, marketing rozvitku base.

Osnovnі Etap evolyutsії kontseptsії marketing imposed in the Table. 1.

In Persha etapі marketing vvazhali dopomіzhnoyu funktsієyu, oskіlki bunt Problems Bulo virobnitstvo tovarіv. Ekonomіtsі US an hour of secondhand ula pritamanna nayavnіst Rinku prodavtsіv (popit for goods perevischuvav їh proponuvannya). Spozhivachі Bajan pridbati literally everything scho viroblyalosya. Dzh.-B. Say, frantsuzky ekonomіst so viznachiv are togochasnogo bіznesu "Virobnitstvo stvoryuє svoї osnovnі require." Such situatsіya porodzhuvala in pіdpriєmtsіv uyavlennya about those scho Flea prodavatimut samі yourself and what marketing fokusuvav uwagi on zbіlshennі obsyagіv virobnitstva traditsіynoї produktsії obmezhenogo assortment on rozvitku іsnuyuchih virobnichih bearing-down, ekonomії toscho of scale. Same tsya to kontseptsіya i dіstala virobnichoї titles.

Main results vikoristannya virobnichoї kontseptsії was nasichennya market analysis products, market analysis formuvannya spozhivachіv (proponuvannya tovarіv perevischilo popit them). Tom on the following etapі expired was incremental zusil polіpshennya of Quality for the product: Yogo funktsіonalnih characteristics, assortment, packaging, design toscho. Taku kontseptsіyu nazivayut trademark.

On the third etapі Especially uwagi pіdpriєmtsіv privertayut Sistemi zbutu produktsії. Marketing rozglyadayut yak Galuzo prikladnoї Economy, subject kotroї Yea system rozpodіlu viroblenoї produktsії. Jasna rіch scho Taqiy Poglyad spriyav digit zbіlshennyu kіlkostі trading agentіv, rozroblennyu novih metodіv i sposobіv torgіvlі, kanalіv rozpodіlu i t. N. Upravlіnnya virobnicho-zbutovoyu dіyalnіstyu spryamovuvalos on podolannya skladnoschіv i perepon, SSMSC Pocha postavati on the high road Ruhu tovarіv od mіsts їhnogo virobnitstva to mіsts spozhivannya on the active search Search spozhivachіv, company profile agresivny pributkovogo zbutu, vihodyachi іz mozhlivostey tovarovirobnikіv. Zvіdsi i Hosting Project kontseptsії - zbutovy marketing.

tABLE 1

EVOLYUTSІYA KONTSEPTSІЇ MARKETING

Pіslya Druha svіtovoї vіyni rozvitok kontseptsії marketing nabuvaє yakіsno new spryamuvannya. During the transition to rinkovoї kontseptsії zmіnyuєtsya orієntatsіya pіdpriєmnitskoї dіyalnostі. Yakscho dosі її Bulo orієntovano on rozv'yazannya vnutrіshnіh problems pіdpriєmstva (zbіlshennya obsyagіv virobnitstva i zbutu, pіdvischennya pributkovostі rentabelnostі i) the ninі rinkovy and Zgoda i strategіchny marketing pochinayut orієntuvatisya needful Request spozhivachіv i, i realnі potentsіynі mozhlivostі market analysis. Saying to Іnakshe, set radical perehіd od principle "zbut of scho produkuє pіdpriєmstvo" to the principle of "produkuvannya of scho Mauger zbut know."

Yakіsno basis spryamuvannya meant i od perehіd epіzodichnogo chi іnstrumentalnogo marketing to yogo systemically complex form. SCOPE uwagi marketing staє not tіlki zbut and second upravlіnnya - spochatku virobnitstvom tovarіv and potіm i rinkovoyu dіyalnіstyu pіdpriєmstva in tsіlomu.

On the fourth etapі rozvitku kontseptsії marketing virobnitstvo pochinaє postupovo pіdporyadkovuvatis marketing kerіvnitstvu. In Tsey perіod rozvivaєtsya vnutrіshnofіrmove planuvannya, zakladayutsya Basics of poelementnogo analіzu zbutovoї dіyalnostі, vivchennya povedіnki spozhivachіv, segmentuvannya market analysis. Osnovnі Ambush Marketing pochinayut poshiryuvatis i in Єvropі.

On Suchasnyj (p'yatomu) etapі rozvitku kontseptsії Marketing (іz mid-70s rokіv twentieth century.) Marketing rozglyadayut yak system uyavlen about povedіnku storіn, SSMSC take fate in processes obmіnu goods. Vіdpovіdno to suchasnoї (strategіchnoї) kontseptsії all dіyalnіst pіdpriєmstva have to chislі zdіysnyuvanі him warming up kapіtalovkladen, virobnitstva, Naukova-tehnіchnih doslіdzhen, vikoristannya robochoї Sealy, zbutu, servіsnogo obslugovuvannya, Got obov'yazkovo bazuvatis on accurate znannі potreb spozhivachіv tsіlovogo market analysis, and vzhe vіdtak - on the one otsіnyuvannі vrahuvannі vsіh minds virobnitstva i zbutu in nayblizhchy hour i the future. Nayvazhlivіshoyu minds Suchasnyj marketing staє viyavlyannya novih, іsche not zadovolenih potreb chi novih forms zadovolennya vzhe vіdomih require orієntatsіya virobnitstva sama on takі require zavdyaki i tsomu viperedzhannya konkurentіv. Suchasnyj dіlove mislennya vihodit s of scho rinok zbutu Je vihіdnim point usієї dіlovoї aktivnostі pіdpriєmstva. In zv'yazku s CIM Marketing іntegruє i koordinuє OAO All funktsії on pіdpriєmstvі, natsіlyuyuchi їh on rinok zbutu.

Appeared novih, suchasnіshih kontseptsіy marketing not oznachaє scho poperednі znikayut bezslіdno. In suchasnіy rinkovіy ekonomіtsі traplyayutsya practical OAO All nazvanі kontseptsії here. Rіch in tіm scho Leather pіdpriєmets pratsyuє the principle rozumnoї dostatnostі. Yakscho spratsovuє kontseptsіya nizhchogo rіvnya then vikoristovuyut sama її, oskіlki tse zabezpechuє Pevnyi ekonomіyu koshtіv (kontseptsіya vischogo rіvnya zavzhdi Je dorozhchoyu). Ale pіdpriєmtsevі treba zavzhdi pam'yatati scho nadіyde hour, if vіn zmusheny bude go to nastupnoї, bіlsh rozvinutoї marketingovoї kontseptsії.