The history of marketing is a long and evolving one, dating back to ancient civilizations and

continuing to evolve in the modern era. Here is an overview of the key milestones and
developments in the history of marketing:
Ancient Marketing:
Barter System: In ancient societies, people exchanged goods and services through a barter
system, which can be considered one of the earliest forms of trade and marketing. (barter
system means trade of goods and services with out then used of money)
Early Advertising: Ancient Egyptians used papyrus to create sales messages and wall
posters to advertise products and services.
Medieval and Renaissance Period:
The Market Town: During the Middle Ages, market towns became centers of trade and
commerce, where merchants sold their goods.
Town Criers: Town criers were employed to announce news and promotions in public
spaces. (town criers historical communities who had the responsibility of making public
announcements and proclamations to inform the local population about important news,
events, laws, and other matters of significance. )
18th and 19th Centuries:
Industrial Revolution: The Industrial Revolution led to the mass production of goods, which
in turn increased the need for marketing to reach larger consumer bases.
Emergence of Advertising Agencies: The first advertising agencies, like N.W. Ayer & Son,
were founded during this period.
Mass Media: The invention of the printing press, followed by newspapers and magazines,
provided new platforms for advertising.
Early 20th Century:
Radio and Television Advertising: The advent of radio and television created new
opportunities for marketing, with companies using jingles and commercials to reach
consumers.
Branding: Companies started to focus on building strong brand identities, which became a
fundamental aspect of marketing.
Mid to Late 20th Century:
Rise of Consumerism: Increased consumer demand led to the development of modern
marketing strategies, including market research, segmentation, and product differentiation.
Digital Revolution: The computer age brought digital marketing, with the emergence of
email marketing, websites, and search engine optimization (SEO).
Direct Marketing: The concept of direct marketing, which includes direct mail and
telemarketing, became popular.
Late 20th to Early 21st Century:
Internet Marketing: The rise of the internet transformed marketing, giving birth to online
advertising, social media marketing, and e-commerce.
Data Analytics: Advances in data analytics allowed marketers to better understand
consumer behavior and tailor their campaigns.
Content Marketing: Content marketing gained prominence, focusing on providing valuable
content to engage and inform consumers.
Modern Era:
Mobile Marketing: The proliferation of smartphones led to mobile marketing strategies,
including mobile apps, SMS marketing, and location-based advertising.
Influencer Marketing: Brands began partnering with social media influencers to reach their
target audiences.
Personalization: Marketing has become increasingly personalized, leveraging data to
deliver tailored messages and offers to individual consumers.
21st Century Challenges:
Privacy Concerns: Growing concerns about data privacy and regulations like GDPR and
CCPA have reshaped marketing practices.
Sustainability: Sustainable marketing has gained importance as consumers seek
environmentally friendly products and companies.
Marketing – is the activity, set of institutions and process for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners and
society at large.

Traditional Approaches of Marketing:

1. Traditional marketing is a rather broad category that incorporates many forms of
advertising and marketing. It's the most recognizable type of marketing,
encompassing the advertisements that we see and hear every day.
Categories of Traditional Marketing
1. Print marketing - is the oldest form of traditional marketing. Loosely defined as
advertising in paper form, this strategy has been in use since ancient times, when
Egyptians created sales messages and wall posters on papyrus.
 2. Broadcast marketing - includes television and radio advertisements. Radio
broadcasts have been around since the 1900s, and the first commercial broadcast—
a radio program supported by on-air advertisements—aired on November 2, 1920.
3. Direct mail marketing uses printed material like postcards, brochures, letters,
catalogs, and fliers sent through postal mail to attract consumers. One of the earliest
and most well-known examples of direct mail is the Sears Catalog, which was first
mailed to consumers in 1888.
4. telephone marketing, or telemarketing - is the practice of delivering sales messages
over the phone to convince consumers to buy a product or service. This form of
marketing has become somewhat controversial in the modern age, with many
telemarketers using aggressive sales tactics.
Career in Marketing
1. Brand manager - is responsible for planning, developing, and directing the
marketing efforts for a particular product or brand. This may be an entire company,
or a line of products within a large company
2. Media director typically works at an advertising agency that develops and
implements marketing strategies for other companies. The job of the media director
is to manage the purchase of print space and broadcast time for clients.
3. Advertising sales director - is to manage the entire advertising strategy of a
company from all directions, including business, sales, and technical perspectives.
4. Social Media Marketer – marketing specialist who used social media platforms to
promote a company’s offering
5. Market Research Analyst – study consumer preferences, business condition and
other factors to assess potential sales if a product or services
6. Product Marketer Manager – is to tell product’s story to the market.
7. Chief Marketing Officer – is responsible for overseeing the planning, development,
and execution of an organizations marketing and advertising initiatives.
8. Marketing associate – responsible for supporting the planning and execution of
marketing and advertising activities.
9. Account Executive – is someone who can work in many fields and help grow their
company by finding leads and closing sales deals with existing clients or new
prospects.
10. Communication Manger – promote a company’s products services mission and
brand.
Marketing Goals and Objectives
 Increase sales
 Build brand awareness
 Grow market share
 Launch new products or services
 Target new customers
 Enter new markets internationally or locally
 Improve stakeholder relations
 Enhance customer relationships
 Improve internal communications
 Increase profit

A SMART objective is always:  Specific  Measurable  Achievable  Realistic  Time-bound

Marketing Concept is a business philosophy, which holds that the key to achieving
organizational goals consists of determining the needs and wants of target markets and
delivering the desired satisfactions more effectively and efficiently than competitors do
Marketing Strategy consists of selecting a segment of the market as the company’s target
market and designing the proper “mix” of product/service, price, promotion, and
distribution system to meet the want and needs of the consumers within the target market.
Common types of marketing research are:
1. Market research (about the market, size, growth rate, competition, demographics,);
2. Sales research (where the sales are coming from, shares of competition);
3. Product research (characteristics of the product that consumers like); and
4. Advertising research (reactions of consumers to the firm’s communications/advertising
program)
Emerging Marketing Issues, Terms, Trends and Business Practices
During the 2004 International Marketing Convention in Manila, with the theme “Marketing
Renaissance,” Hermawan Kartajaya, President of the World Marketing Association, talked
about spiritual quotient, which aims to put heart and soul in the way big businesses must
treat their customers.
Four P’s of Marketing
1. Product - A goods or services, or idea to satisfy the needs of consumer;
2. Price – captures the value of product
3. Promotion. A means of communication between the two parties, seller and buyer; it is
the component that informs, persuades, and reminds potential buyers of the value they can
get from a product.
4. Place - A means of getting the product into the consumer’s possession. Includes the
necessary activities to make the products available to consumers.
 Products – are goods or services that are offered to the market
 Goods – are items that you can touch physically hence they are called tangible
products.
 Services – are intangible benefits a customer enjoys that are performed by people or
machines
Contemporary and Early Approaches to Marketing:
Earlier approaches
1. Production Concept
Focus: Production orientation .The firm specializes in making production as much as
possible of a given product or service. Thus, the firm exploits economies of scale.
2. Product Concept:
Focus: On making superior products; "Better-mousetrap" fallacy. The organization
feels that it knows its product better than anyone else does. The firm knows what
will work in designing and producing the product and what will not work. For
example, the company may decide to emphasize the low cost or high quality of their
products.
3. Selling Concept:
Focus: Selling methods focus on advertising just selling an already existing product,
and using promotion techniques to attain the highest sales possible.
4. Marketing Concept:
Focus: "The customer is king". Determine what the consumer wants, then produce
the same and sell the same. Avoid having a dissatisfied customer.
Contemporary Approaches:
1. Relationship Marketing/Customer Relationship Marketing:
Focus: On whole relationship between suppliers and customers.
2. Business Marketing/Industrial Marketing:
Focus: On industrial goods or capital goods rather than consumer products or
products.
3. Social Marketing: Focus: Benefit to society
Relationship marketing - is a facet of customer relationship management (CRM) that
focuses on customer loyalty and long-term customer engagement rather than shorter-term
goals like customer acquisition and individual sales.

Needs, Wants and Demands

 Need – it is the basic requirements of your daily life, example food, shelter, air,
water, clothes love and etc.
 Wants – are the option to satisfy special needs. It is when needs shaped by culture
and individual personality.
 Demands – are wants that are backed with buying power.

Maslow’s Hierarchy of Needs

1. Physiological Needs – These are the basic needs for survival.
2. Safety needs – people need to feel secure once they satisfy their basic needs
Different Forms of Security
 Personal Security – refers to living in a community that is free from crime
and violence
 Financial Security – characterized by a job security and financial freedom
 Health – pertains to being free from sickness and having a healthy body.
 Assurance – can be in form of health or life insurance that provides security
should an accident or death occur
3. Social needs (love and belonging needs) – no man is an island having a strong ties
family, friends, and social groups satisfies this need.
4. Esteem needs – people need to feel respected and confident about themselves.
5. Self-actualization – refers to the need that drives people to maximize their full
potentials as human being.